Principles of Retailing

Project

Project Introduction

Premium segment child care retail store.

Product Segments:• 1→ Toys → (Mellow mime fabricated)• 2→ Clothes→ Merchandise from the leading • 3→ Books→ Startup books for children• 4→Baby food→ Best in close baby food brands• 5→ Child care product→ Baby oil, shampoo, lotion & other

such items.

Reason for Choosing Segment

• In India, more than 65% of population is under the age of 35 years.

• Number of children born every year is increasing, on the other side, income of professionals is also increasing specially in Tier-I cities.

• This makes up a potential market for people who are looking for premium segment childcare products with standardized quality.

Retail Format

• Looking at the segment of market, that we are planning to target, we would be best suited to Multichannel Retailing.

• In our physical format we would setup Independent Store. Reason being we are targeting premium segment of market where in control & standardization are must to ensure success & independent retail format offers both.

• We would also adopt Online Retailing so as to reach more customers & provide our customer with convenient & best in class services. Premium customer being generally more tech savvy will also work in our advantage

Retail Location and Trade-Area

• Our trade area would be Central and South Delhi.

• Being a Tier-1 city, the income in this area is relatively high and since we would only be selling premium product, It looks as a suitable trade area of our retail format. As compared to tear 2, 3 cities where people might not select premium range.

• Our store location would be CP. Following reasons justify CP as a suitable store location.

• Elite location• Already established by existing premium outlet• Availability of Parking,

Retail Layout

• The most suitable retail layout would be the Boutique/Free Form Layout.

• Being child care retail, we should not require a huge space and moreover window designing/shop window dressing will also help in capturing the attention of the shoppers.

• The layout is financially viable as well. Taking into the consideration all the factors the free form/boutique layout will best suite our requirement.

TOYS

Child Care

BooksCloths

Retail Pricing

• Product mix offered, targets the premium market segment.

• Most of the children’s toys are made of plastic which is harmful for children. We would only offer toys made from the best quality plastic called (Mello mime) which is quite expensive but as we are targeting the premium segment and are appealing to niche, customers would not be reluctant to pay higher price for such products.

• We would follow a shimming strategy, to maintain quality perception

of products, as best in class and of top quality. Price is often related to quality by customers. We would provide child care products by the best brands out there and therefore the prices would be comparatively higher than the competition.

Retail Communication Strategy

• We intend to achieve long term objectives through our retail communication strategy. To create customer loyalty and positioning of our brand, above all the others, in the mind of the customers our objectives.

• We would create awareness about the store through advertisement in the premium magazines, bill boards, newspapers etc.

• Our website would offer certain cash discounts on purchases

of given amount, award points which can be later redeemed by the customer.

Merchandise Management

TOYS CLOTHES CHILD CARE

BABY FOOD ITEM

Castle Toys Carter’s Huggies Earth’s Best

Corolla Little me Garco Plump Organic

Do Adot Janied Jach Complan Happy Family

Eboo First Impression Chicco Ela’s Kitchen

Lego Baby Gap Enfomil Tasty Baby

Game weight Childern’s Place Hauch Sprout

Play room Gymboree Himalaya Mud Pie

Merchandise Management

With our innovative communication technique we would establish tie ups with a number of other stores, be it food based or others. Customers shopping with us would earn points which they could redeem at other stores. Say restaurants to acquire discounts, this would help attract customers and create a strong customer base.

We would also offer special discount on online purchases through our website like :

• Free home delivery• After sale service follow ups• 24/7 support and helpline etc.

Thank You !!!A project presentation by

Owais Ashraf (A0102214161);Abhitanjay Chaudhary (A0102214093);

Rajat Sharma (A0102214079);Anant Prakash Gupta (A0102214086)