This book focuses on studying the impact of promotion mix elements on footfalls and sales in a retail sector. The study is being carried out in FMCG, personal care and grocery product category. Indian Retail industry is among one of the strongest pillars of the Indian economy. Indian retail sector, even in the phase of recession, is facing a boom in the form of super markets, hyper markets and shopping malls, usually called as Organized Retailing. According to 8th Annual Global Retail Development Index (GRDI) of AT Kearney, the Indian retail industry is the fifth largest industry in the world, comprising of organized and unorganized sectors. It is one of the fastest growing industries in India, especially over the last few years. Though the retail industry in India is mostly unorganized, with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well.
• The Retailing Scenario
• Introduction
1.1 What is Retailing?
1.2 Evolution of Retailing in India
1.2 (a) Evolution of Retailing in India
1.3 Overview of Indian Retail Sector
1.3 (a) Growth of Indian Retail
1.3.1 Traditional Retailing: A Backbone of Indian Retail
1.3.2 Organized Retailing: A New Paradigm of Indian Retail
1.3.2 (a) Comparative Penetration of Organized Retail
1.4 Classification of Indian Retailers
1.4 (a) Category Wise Share in Organized Retail
1.5 Organized Vs. Unorganized Retail
1.5 (a) Evolution of Retail in India and the Organized-Unorganized Divide
1.6 Growth of Traditional and Organized Retail
1.6 (a) Growth of Traditional & Organized Retail 2008-2018
1.6 (b) Growth India Retail- Total Vs. Organized
1.7 Reasons for Growth of Organized Retail
1.8 Future Prospects for Retailing in India
1.8 (a) Organized Retail Expansion by Format
1.9 Factors Supporting Better Retail Prospects in India
1.10 Various Contributors to Retail Industry
1.10 (1) FMCG Retail Sector of India
1.10 (1a) FMCG Industry Category Breakups
1.10 (1b) FMCG Sector Growth
1.10 (1c) Category Penetration in India
1.10 (2) The Factors Driving Growth in the FMCG Sector
1.10 (3) Personal Care and Accessories
1.11 Forms of Retailing in India
1.11 (a) Forms of Retailing in India
• Introduction to Promotion Mix
2.1 Meaning of Communication
2.1 (a) The communication Process
2.2 Communication in Marketing: An Integrated Marketing Communication Approach
2.3 Introduction to Promotion Mix
2.4 Promotion Mix and Indian Retail Industry
2.5 Promotional Tools Used in Retail Industry
2.5 (a) Advertising
(a1) Various Electronic Media- Television
(a2) Radio
(a3) Online/ Internet Ads
(a4) Mobile Advertising
(b) Print Media
(c) Outdoor Advertising
(d) Point-of Purchase Ads
2.6 Sales Promotions
2.7 Public Relations and Publicity
2.8 Personal Selling
2.9 Direct Marketing
2.10 Promotion Mix and Indian Retail Industry- Rationale of the Study
• Review of Literature
• Research Design
• Analysis and Findings
• Conclusion
• Recommendations and Suggestions
• Chapter 8: Limitations and Scope for Further Studies
• Bibliography
• Appendix
Dr. Dhanashree Nagar
Dr. Geeta Nema
Subject Covers:-
• The Retailing Scenario
• Introduction to Promotion Mix
• Review of Literature
• Research Design
• Analysis and Findings
• Conclusion
• Recommendations and Suggestions
• Chapter 8: Limitations and Scope for Further Studies
• Bibliography
• Appendix
This Book Useful for the students of :-
MBA, BBA, B.COM, MMM & so on related courses of management & Commerce
ALL RELATED MANAGEMENT COMMERCE STREAMS
