The Store Replacement Plans of Bata in India.

In what seems to be Bata’s exit plan for the low end market, the shoe giant will be introducing four new designs everyday and plans to open 70-100 stores with a built up area of 5000 sq. ft. every year. The decision is based on rising demand in the middle range segment. In the past few years, Bata has been pursuing an exhaustive clean up strategy in India. The Switzerland based company has shutdown close to 400 unviable stores and replaced them with 270 large format stores. Bata, which sells in 315 towns, has seen a phenomenal growth in online sales which have grown 200% in the 2010 alone. In fact, the efforts have started paying off as the company which was supposedly doomed has been delivering formidable financial results. Bata recorded net profits of Rs.34.39 crore in the fourth quarter of CY 2010, an increase of 35.39% compared to the same period last year. With competition in the form of cheap leather imports from China constantly on the rise, the current strategic outlook will act as a much needed cushion for Bata.

Tryvertising :- A Vital Part of Modern Advertising

Tyvertising :- TRYVERTISING is all about consumers becoming familiar with new products by actually trying them out.

At present time, it is a major part of advertising. As the mall culture and retail era is increasing it's limit fron metro cities to small towns as well as semi urban areas, the role of tryvertising is a need of these kind of business. There was a time when brand name or a TVC of a particular brand was enough to sell that product. But now, the story is very different. At present time, people don't trust on any goods untill he or she personally try the product. The Tryvertising concept has been increased the need of trial rooms and sample products in retail outlets.

The Trivertising concept is based on Advertising but it is not based on same old TV adds or newspaper publicity of any unknown brand.The trivertising activities aimed directly at end users, as opposed to indirect, viral campaigns aimed at getting celebs or influencers to try out (and talk about) new products and brands.


The Vital Points of Trivertising :-

When it comes to TRYVERTISING, products that can be offered as an integrated experience will do well.It means the sample that present to the customer should be proper and best among all. Remember, first impression is the last impression.

As TRYVERTISING is not about old-school sampling, but about relevance, about real-world product placements, the most ideal audience is an audience with some time on his/her hands, or one that is actually looking for something to read, listen to, master, or figure out.

Trivertising depends on proper follow ups with latest updates of the goods avilable in the market.

The way of trivertising should be diffrent from others. It effects on the customer mindsets.

Indian Juice Market :- A new Battlefield.

The Days of 1990s are once again coming. This time it is in the same category but with another way. I am saying about the competition in soft drink market. In 1990s, when soft drink concept was new in India, one of Indian brand, Thumps Up leads the market. It was the biggest barrier in the path of Coca Cola to enter into Indian Market. As the result, Coke acquire the brand and continued the same under their flagship. At present time the same thing is going to happen in Indian juice market where the market is leaded by a Indian brand, Real juice.

The juice market in India is witnessing a plethora of activity. With the focus on a healthy diet, there has been an increase in demand for fresh fruit juices. According to data by Euromonitor, the soft drinks category in India, which includes bottled water, carbonates and concentrates, will see trade volumes grow at a CAGR of around 18.04% from 2007 onwards to reach around 9.98 billion litres in 2013. In comparison, the fruit and vegetable juices category, which includes 100% juices, juice drinks, fruit flavoured drinks and nectars; will see trade volume grow at a CAGR of 22.9% in the same period to reach 1.1 billion litres by 2013.

As far as the categories are concerned, juice drinks (upto 24% juices) will remain the largest market with trade volume of 868.9 million litres by 2013, followed by nectars (24-99% juices) at 184.5 million litres and and 100% juices at 46.2 million litres. In terms of market shares, the honours are split, although not so evenly. Dabur’s Réal and Pepsi’s Tropicana dominate the 100% juice category with market shares of 48.3% and 42.8% respectively (Euromonitor). The large and traditional segment of juice drinks sees Coca Cola’s Maaza and Parle Agro’s Frooti as legacy leaders, with shares of 37.9% and 33% respectively.

Coca Cola’s market movements provide valuable indications on the overall trends. It does seem that the 100% juice category is one where players perceive a lot of potential ostensibly because of the ‘pure’ proposition, and Coca Cola’s launch demonstrates this.

So, these trends are showing that there will be a healthy competition in juice market in India. So, let's see what will going to happen.

The Success Mantras of Retail Industry

Well well well, Now a day we are living in the world where everything is coming under the shade of retail industry. It is very modern concept and following by almost every country. At present time, people loves to go for big bazaar or spencer's for shopping of every articles even perishable goods in place of going to traditional mandis or other local market. From lifestyle goods to FMCG goods, everything has been came under retail industry. People are more habitual to retail stores.

As the demand of retail increasing,different stores of many companies are also opening day per day. But retail business is not an easy job. A number of retailing companies shut down every year. But the organisations which follows the major key mantra of retail business, are still market leaders.

There are lot of strategies available in different books of retail, but if we take a sincere look on the success strategies for retail business, we will find that there are only two major mantras on which whole retail process depends.

A) Perfect Outsourcing :- 1) Regular outsource.
2) Outsource of fresh and
different kind of products than local market.
3) More number of verities in different product
category.
4) Healthy inventory level.
5) Goods should be outsource from same vendor always.
6) Purchase department should be more active in
outsourcing of goods.

B)Excellent Supply Chain :-
1) Logistic department should be more active.
2) On time supply and dispatch.
3) Good co-ordination between transporter and
organization.
4) Regular follow up with cargo company.

The Presentation Concept in Retail Industry

Presentation is everithing in retail industry. It dosent matter that how goods is? it is right, wrong, small, large etc. main thing is that how it presented in front of customer. A nice presentation can lead to sale an unbrand product and at the same time without a proper presentation, a very nice and precious thing is looking like worthless. In retail, no need to convince a customer, if your product presentation is proper. The presentation describs all about the goods.

Major Ways of Presentation;-

1) Light Presentation :- Lights of different colors makes an impact on customer as well as it increase the get up of a product. Generally, customer attracts more by light and sound.


2) Sound Presentation :- Sounds refers to the music and songs. Generally, customer comes to the store after finishing his all the work, so at the time he/she becomes little bit tired. The music or song provides a customer little bit relief and entertain them. It convince a customer to pass more time in store.


3) Attractive Packing :- Packing of a product defines it’s value. Good and attractive packing mesmerizes the customer.


4) Placing :- Placing of good is a major part of presentation. It much matters that where the goods should be place, because first impression is last impression. So, put fresh arrival in front of entry of the store which can attract the customer standing outside the store. The most running items should kept in the interiors of the store so that a customer will have to pass the complete area and by doing that the retailer can focus every product to the customer. Also there are some products on which customer takes time in selection, so these products should be kept at the place where enough space is available.

5) Pricing :- Pricing is one of the most major factor which decides the success or failure of a product. In those days, pricing is also a part of presentation. Different kind of psychological pricing like Rs. 99, 199, 499, 999 or different criteria’s of discount works as means of presentation of product.

Product Life Cycle in Modern Era

Product Life Cycle, an important part of Marketing process is like a bio data of a product. It defines the total progress or failure of a particular product. There are lot of views about PLC. The ultimate view given by Kotler (the father of marketing),has been followed by almost every organization and research centers. But, if we compare traditional PLC with present market situations, we will find the there is a need of little bit modification in it. Let's see the comparative review of Traditional and modern PLC.

(A) Traditional Product Life Cycle :-

the traditional PLC contains four major stages in PLC.
1) Introduction
2) Growth
3) Maturity
4) Decline.

As clear from given points, the product introduced in the market after that it grow, then it's demand increase and it touches the maturity label and finally it declines from it's position in the market.


(B) Modern Product Life Cycle :-

In the modern Product Life Cycle, there are only three stages.
1)Introduction.
2)Peck Point.
3)Existence/Replacement.

It is the life cycle of a product in modern era. It introduce and within very short time, it touches the peck point due to more demand, but very soon it declines and exist from the market. Fresh arrived Products of retail stores or stylish mobile handsets are perfect examples of modern Product Life Cycle.

More Examples :- Within one year (2010), Micromax mobile has been introduced as well as stopped more than 50 varieties of it's mobile handsets in Indian market.

Nokia's E-Series introduced at the begning of the year 2010 and it became a market gainer till mid of the year but at the end of the month, popularity of this product has been also end.

Bajaj has been introduced Discover 100 cc bike in the year 2010. It cover up almost total market within two months. But till end of September, company introduced the same bike in 150 cc


At present time, a fresh product have two qualities:-1) Quick Growth and 2)Quick decline.

there are several reasons for that nature of a product in modern era :-

1) Change in customer buying behavior.
2) Change in fashion in regular intervals.
3) Increase in number of competitor in every industry.
4) More availability of counter-products which effects the brand image of a product.
5) Replacement goods.

5 Major Steps To Win The Market.

Market, the playground of any business. Here also two teams:- the buyer and the supplier. Like other games, it also needed strategies, plannings and directions for win the market. But there is one difference from other games is that, in other games, a fresh day there has been a fresh start. no relation with last game. But in the case of market, it is little bit different. Here, the success of fresh day depends upon the work done on last day. If you done well today, it will be accelerate your next day. Like that there are a lot of things which plays a key factor in winning the market. Let see the major factors for winning a market.

Key Factors For Win The Market :-

1)Excellent Supply Chain System :-
It is found that a plenty of customers are unsatisfied with the delivery system of goods at the time. 90-95% has been lost due to poor delivery system. This is last process of sale but it is important among all. Everything (good product, well publicity, good quality,brand value)spoiled out when the goods, don't reached to the destination of buyer at time. this is the major problem for every organization at present time. But if anybody able to overcome this problem, he can win the market. So, the organizations should take more attentions on their supply chain system.

2) Provide Only True Information to Buyer About Product :-
This is again another major point where an organizations lost their loyal buyers. Sometimes, for promoting goods, we provides some wrong information's to buyers. This is terrible. Due to it, we can sale our goods only first time to buyer but this practice will lead to decline future sales.

3)Right Product at Right Place :-
A supplies should take care about this point. Because this is very true fact. Different peoples has different nature and buying habit, so it not means that a product which is best selling at a place will also have same result at other places. It is a major part of market research. Launch only suitable product at appropriate place. Don't sale microwave oven in rural areas.

4)First Come First Service :-
At present time, nobody wants to wait for anything. So, If you want to beat your competitor, you should introduce your your product before competitor. Market is totally first come first service.

5)The Market Gainer :-
Every time customer wants for something new. So, to satisfy the customer need and win the market a supplies should introduce a fresh product with others. The fresh may be something new or some old but which has not been shown to buyer last time. This product is called market gainer. Note, only one fresh product can lead to increase the sale of your old ones.