Sales & MarketZing !

Like they say on TV this program is bought to you by ... its time we say that the republic day holidays is bought to us by Big Bazaar ! what was an one retailer initiative now has every retailer caught on to this fascination ,the long weekend this month till 26th January and the Big Bazaar original , sab se saaste 3 din ,is seeing clones left right and centre .The poor consumer is either confused with all the offers or would go to the original one, in this case Big Bazaar .Big Bazaar is estimated to be targeting round 300 crores from these 3 days nationally and thus the great surge in advertising spends too from them hope you have not missed their full page advts ! Come to think of it , its been a brilliant marketing move of creating the 26th January day as the cheapest price day for the year , considering what happened at Mumbai at the Big Bazaar stores , led to near riots ! What is good to note to see the spirit of do something big among retailers in these tough times . However the ...

If the traffic on the roads is any indication to go by then its surely a sign that things are surely heating up in India , in terms of jobs and business losses .Life has surely changed in a matter of 12 months , we have moved from India shining or say blooming to India waning ! These are surely Dire Strait retailing times . Speak to any one in the retail segment the biggest concern is that of their jobs in the first place , there are sparks flying at Reliance retail ( layoffs galore ) , Subhiksha ( no salaries /closing down ) , and other retailers are all looking at the extra hands in a microscopic way. People costs which is a size able cost, is on the hot seat . Product Mix on the shelf : retailers are playing the high private label sales game ,to shore up margins ,so don't be surprised if you find more of Spencer jams , Bigbazaar sauces on the shelves ,its another matter whether the suppliers are getting paid for these too ! Credit : The Retailers are not paying up on time ...

After the last few years of being gungho , Modern trade has also seen its fair share of trouble in these times of slowdown ,already reports indicate that there is poor off takes by big retailers as their sell outs itself is low , to add to this is the perennial payment delay problem from the retailer side . So how do brands operate in such a situation ,here are some blog suggestions : Pls note that these are not a straight fit recommendation , as it would depend upon the contribution Modern trade has to your business , higher the contribution higher the need to dance to the tunes of retailers ! i) The retailer would ask for a big piece :In these tough times retailers would know how to arm twist brands ,say by asking for a margin increase : if you have no way to go! then tie it to an off take Volume increase ,or the elusive prime space deal that you couldn't crack earlier or say a polite NO .Also remember word spreads too ,give it to one retailer ,others would ask for it soon . ...

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