Sales & MarketZing !

In the New digital world , online markets will display the following characteristics  ,  — the whole world is your market , of course ,the unit economics has to work for u  — there is nothing like core competency in this world , if u have built a strong platform then u can  use the same to get into multiple categories , so disruption is a little easier across categories . —come what may , offline  channels will never get fully wiped out  — like the off line world , making money is finally important in business  , online world cant be just burning money :)  — brand launches needn’t  have huge marketing budgets always —, influencers , social media , and world of mouth can make or break brands , if you r slightly lucky that is . —every serious business professional needs to understand the digital worlds and its jargons /kpi’s  , the way offline ways of business  are understood  — Many brands will attempt to break /disrupt categori...

In continuation with the earlier posts , wherein ,had bought out the importance of people management, customer service ,visual merchandising and the criticality of tight control.Plus also made it clear that the success of any retailer has a great degree of reliance on the retail operations piece ,here we go again , with certain more critical elements on what makes retail operations tick. Range vs Depth :: In retail operations its a Must to know what are customers buying and not buying and why ? its important that either thru data or thru floor presence the floor /section head is able to understand what is going into the shopping bags and not going into the same , most of the times MIS DATA alone cant help , as many a instance the merchandise that gets classified as not selling , might have no fault of its own , could have been placed in some corner of the floor and not catching the customer eye ! A good seasoned floor manager ,also has an eye on the regular customer base , its importa...

Here is a case Study on Issues faced under Modern trade ! what this blog describes as the Cadbury effect in Modern Trade ! India's largest listed retailer Big Bazaar has pulled Cadbury's chocolate from its shelves following a row over allegedly discriminatory pricing policies. Big Bazaar, which runs large superstores in big cities across India, claims that other retailers operating cash-and-carry outlets in the country, such as Germany's Metro and Shoprite from the US, are being given better deals by the British confectioner. While demanding a discount on the wholesale prices it pays for chocolate bars it has claimed that Cadbury, which has made the subcontinent a key target market, has failed to treat India's retailers with adequate respect. He added: "Multinational companies have to respect the contribution of Indian modern retailers to their growth and treat us as equal partners in business." The move will come as a blow to Cadbury Schweppes, which is India...