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SALES MANAGEMENT
Presentation On sales Mgt Sales Planning
Presented By
Bhosale A.B
MERCHANDISING
The activity of promoting the sale of goods at retail.
“Merchandising activities may include display techniques, free samples, on-the-spot demonstration, pricing, shelf talkers, special offers, and other point of sale methods.”
According to American Marketing Association
“Merchandising encompasses planning involved in marketing the right merchandise or service at the right place, at the right time, in the right quantities, and at the right price."
MERCHANDISING
Merchandising Functions Buying: Product availability Product verity New product Right price Display space for goods Visibility of the products Assembling: Standardizing and grading: Storing: Transportation: Market research:
Start with sales plan
Estimate the write offs for
the period
Develop an
inventory holding
plan
Plan the merchand
ise required
Calculate the
purchase required
Mark up with
profitability
target.
Merchandise planning process Start with sales plan Estimate the write offs for the period Develop an inventory holding plan Plan the merchandise required Calculate the purchase required Mark up with profitability target.
MERCHANDISING
MERCHANDISING Merchandising strategy :-
1 Wide :- will stock different categories (grocery, stationary, apparel books and electronic item)
2 Deep:- stocking wide variety from a specific product group (Bata or Titan)
MERCHANDISING
Wide strategy Deep strategy
Loyal customer base easily built up
Takes longer to build a loyal base but lasts longer
Attract a lot of impulse buyers
Depend on planned buying only
Depend on volume sale Depends on niche business opportunities
Size of bill form customer maximized
Sell more modern product version
Lower margins Higher margins
Require more space Require less space
Suitable for mass based consumers products
Preferred for niche product
Cross merchandising – related products stacked together on nearby shelves
Category management:- “is a retailing and supply management
concept in which the range of products purchased by a business organization or sold by a retailer is broken down into discrete groups of similar or related products; these groups are known as product categories .”
It is a systematic, disciplined approach to managing a product category as a strategic business unit.”
CATEGORY MANAGEMENT:-
Process:-
CATEGORY MANAGEMENT:- 1 Define category
2 Assess role of categor
y
3 Assess performance
4 Set objectives &
targets
5 Devise strategie
s
6 Set category tactics
7 Implementation
8 Revie
w
“Category management is a process that involves managing product categories as business units and customizing them [on a store by store basis to satisfy customer needs.” (Nielsen)
“The strategic management of product groups through trade partnerships which aims to maximize sales and profit by satisfying consumer and shopper needs” (Institute of Grocery Distribution)
CATEGORY MANAGEMENT:-
Type of category
1) Routing :- customer – retailer (milk, bread, soft drink)
2) Destination :- specific product
3) Season :- retailer is well known for selling seasonal merchandise
4) Convenience :- Cigarettes from paanwallas
CATEGORY MANAGEMENT:-
A brand placed on products that a large manufacturer has created for a smaller retailer. The smaller retailer places their own private brand label on the final good which was created by a third party manufacturer. Private branding is a cost effective way to gain access to producing a product without requiring a large manufacturing or design team
PRIVET LABEL BRANDS
Thanking you