PROJECT RETAIL MANAGEMENT IN

(LOCATION: BIRATI)

Group members Abhijit Paul Suman Chakraborty Priyanka Saha Pawan Kumar Arava Oindri Chakraborty Biswarup Banik

(LOCATION: BIRATI)

Ab Ghar chalana kitna asan

175th ; 6100 sq. ft. (27/03/10) Serves as a destination as well as a convenience store for people in and around Birati Micro merchandising is being done as per the local tastes and preferences Wednesday bazaar is

MERCHANDISE MIX

Vegetables and fruits Confectionary and chocolates Biscuits Breakfast cereals Chilled foods and beverages Frozen foods Grocery Health drinks Infant food Ready to fry Ready to cook Spices , flavouring agents and cooking aids Personal care Homecare Dairy products Oils and ghee

CATEGORY MANAGEMENT
Separate area for each category Focus on ready to eat segment and drinks, personal care, homecare Category roles (Share of categories)
Destination(5%) Basmati rice, Breakfast cereals, Frozen foods, Pickles, confectionary and chocolates, stationary and toys Grocery, Baby food, Home care, Fabric care, ready to cook , Ready to eat, Fruits, Personal care, Dairy, Beverages Cooking aids, frozen foods, snacks ,ready to cook , Vegetables Fruits

Routine(55%)

Convenience(25%)

Seasonal(5%)

CATEGORY STRATEGIES
Traffic Building Transaction building
Each category placed near to its complementary or related category Each category follows well display for pricing along with product variants Separate billing areas for certain categories like chocolates Value packs and combo packs for its own private label foods are there

Image creation

Private label brands follows separate branding to that of manufacturer labels Manufacturer brands take separate shelf area and stacks within the retail Shelf domination by private labels along with manufacturer labels in categories' where its own products are there

Planning Fixtures and Merchandise Presentation

On-shelf merchandising - Display of merchandise on counters, racks, shelves, and fixtures throughout the store Fixture types: Shelves, Racks, Bins, Stacks Presentation types: Stacking, Shelving, Dumping

Private label brands

Food section: Tasty Treat (ready to eat and ready to cook) Foodbazaar wholesale products (Grocery, spices) Golden harvest (Groceries)

Nonfood section: Cleanmate (Homecare segment)

Private Label Brands & Positioning

Tasty Treat Treat: Positioned as a preferred in-house brand covering a lot of categories like snacks, chips, biscuits, ready to cook & ready to eat. Comprises of product categories like: Biscuit,Sauce,Noodles,Chips,Pasta etc.

Private Label Brands & Positioning

Food Bazaar Wholesale Products comprise of Wheat flours, Besan, Condiments and spices, Pulses and other food cereals. The brand is positioned as a value based product with respect to other local packaged cereals and cooking aids. Predatory pricing is being followed to increase the acceptance of the brand.

Private Label Brands & Positioning

Golden Harvest Comprises of premium quality of cereals, pulses and spices. The brand charges a premium over other brands that are available in the market. It carries on a skimming strategy.

Pricing of Private label brands w.r.t manufacturer brands

KETCHUP Tasty Treat(500gms.) Maggi Kissan NOODLES Tasty Treat Maggi Wiwi Top Ramen Knorr Yippi 15 15 12 10 15 12 42 67 67

Pricing of Private label brands w.r.t. manufacturer brands

Dhaniya FB wholesale pack JK spices Everest Turmeric FB Wholesale pack Everest Fresh and pure 35 34 35 16 20 16

Pricing of Private label brands w.r.t manufacturer brands

Basmati Rice FB wholesale pack Kohinoor Golden Harvest Indiagate Divya WHEAT (5Kgs.) FB wholesale pack Ashirvad Pilsbury Ganesh Golden Harvest 95 115 109 109 114 52 143 132 158 101

Pricing strategy
Value Pricing Promotional Pricing Differential Pricing Bundling 5 kg rice+5 kg sugar+5 kg oil @Rs. 599

Store layout and design

From Entrance to the Back Personal Care Homecare Biscuits and confectionaries Breakfast cereals Chill Zone And Frozenfoods Vegetables Ready to cook Cooking aids and spices Groceries

Merchandise types & display

 Staple (Groceries)  Assortment (Frozen foods, chocolates)  Seasonal merchandise(Fruits and vegetables)

Fixture and Shelf types

Vertical Racks

Horizontal Stacks

Bins

Fixture and Shelf types

Shelves

Dumping

Vertical Stacking

Visual Merchandising

Hanging display

Category Visual Display

Creating strong identity of each category Increasing the relevance Pricing and feature orientation

Visual Merchandising

BRAND MIX
HEALTH DRINKS: Horlicks, Complan, Bournvita, Boost BISCUITS: Sunfeast, Parle, Britannia, Bisk-farm, Horlicks, Nutribar, Priya, Tasty Treat READY-TO-COOK: aggi, Knorr soup, MTR variants SPICES, FLAVORING AGENT & COOKING AIDS: Everest, Aashirbad, Golden Harvest, Catch,Cookme

BRAND MIX
CEREALS : Golden Harvest, Aashish, Ganesh WHEAT: Food Bazaar wholesale pack, Aashirbad, Pillsbury, Ganesh, Aashish BREAKFAST CEREAL: Kellogg s, Quaker Oats SEALED FOODS & BEVERAGES: Pepsi, Coca-Cola, 7UP, Thums Up FRUIT JUICES: Real, Tropicana DAIRY PRODUCTS: Amul (Butter,Cheese, Shrikhand)

BRAND MIX
EDIBLE OIL: Saffola, Kachhi Ghani, Emami Healthy & Tasty CHOCOLATES: Cadbury s, Nestle, Amul, Lotto SAUCES: Kissan s, Tasty Treat BASMATI RICE: India Gate, Kohinoor, Aashish, FB Wholesale pack, Golden Harvest