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    Mr. Bilal Ahmed - Retail Marketing - Guest Speaker Session

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    Iqbal Hanif
    The document summarizes different retail marketing channels in Pakistan. It discusses modern trade channels like supermarkets and discounters. It also describes traditional channels like general stores, medical stores, bakeries, and pan shops. The document highlights key characteristics of each channel like their assortment size, focus, and type of shoppers. It also provides insights into Pakistan's retail landscape segmentation and challenges in reaching fragmented retail outlets.

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    Mr. Bilal Ahmed - Retail Marketing - Guest Speaker Session

    Uploaded by

    Iqbal Hanif
    70 views31 pages
    The document summarizes different retail marketing channels in Pakistan. It discusses modern trade channels like supermarkets and discounters. It also describes traditional channels like general stores, medical stores, bakeries, and pan shops. The document highlights key characteristics of each channel like their assortment size, focus, and type of shoppers. It also provides insights into Pakistan's retail landscape segmentation and challenges in reaching fragmented retail outlets.

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    The document summarizes different retail marketing channels in Pakistan. It discusses modern trade channels like supermarkets and discounters. It also describes traditional channels like general stores, medical stores, bakeries, and pan shops. The document highlights key characteristics of each channel like their assortment size, focus, and type of shoppers. It also provides insights into Pakistan's retail landscape segmentation and challenges in reaching fragmented retail outlets.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    70 views31 pages

    Mr. Bilal Ahmed - Retail Marketing - Guest Speaker Session

    Uploaded by

    Iqbal Hanif
    The document summarizes different retail marketing channels in Pakistan. It discusses modern trade channels like supermarkets and discounters. It also describes traditional channels like general stores, medical stores, bakeries, and pan shops. The document highlights key characteristics of each channel like their assortment size, focus, and type of shoppers. It also provides insights into Pakistan's retail landscape segmentation and challenges in reaching fragmented retail outlets.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 31

    Guest Speaker Session

    Retail Marketing

    Bilal Ahmed Siddiqui


    11th Oct 2020
    INTRODUCTION

    What are we here for ?


    OBJECTIVE

    Training / Communication

    Inspiration

    Networking

    Alignment

    Discussion

    Learning
    Topic Starter

    What is market?

    An Experience.
    INTRODUCTION OF THE COMPANY
     Human Resource: 5,500 Employees

     Turnover: PKR 65 Billion – est $393 million

     50+ Branches

     500+ Vehicles

     Group Comp:
    Consumer Division
    Pharma Division
    Premier as Licensee

    German Company Beauty Care - SBU

    SALON/PARLORS/SPA Brand
    Distributor – An access to customers
    Manufacturer Distributor

    Modern Trade Retailer Wholesaler Sub-Distributor


    FLOWS IN MARKETING CHANNEL

    M
    D
    A
    I
    N R C
    S
    U E O
    T
    F T N
    R
    A A S
    I
    C I U
    B
    T L M
    U
    U E E
    T
    R R R
    O
    E
    R
    R
    Understanding
    Sales Trends
    Distribution & Retail Channels

    - Pakistani Perspective
    Market Management

    Sales Merchandizing
    Importance of Merchandizing

    An over cooked Steak

    Well Presented – Chef’s Steak


    Decode these, Considering Pakistan

    6 4 5 2 2 4
    Pakistan’s Retail Landscape

    Total Urban Total Rural Total


    295,224 350,000 Universe
    45% 55% 645,224

    Towns 472 Localities 40,700 Towns / 41,172


    localities
    Channel segmented Small corner store
    focused Highly fragmented
    Focus of all FMCGs
    Largely covered through
    Main value driver for Direct / In direct
    in-direct distribution
    all distribution models
    High cost to serve / low
    drop size
    Have you ever wondered who do we
    actually work for ?

    Shopper Needs Shopping Mission Channel


    Why Do We Need Channels?
    • A shopper selects various shops based on his/her shopping
    mission based on specific shopping missions.
    • Shops are classified according to shopper’s shopping mission,
    then we’ll get to see clusters of outlets.
    • FMCGs calls such clusters of outlets ‘Retail Environments’.

    Therefore,
    “Channels is the name of such a cluster of outlet that helps us
    fulfill the shopping mission of a shopper”
    Modern Trade

    IMT SUPER MARKET


    DISCOUNTERS
    Retail Channels
    Petro Marts (PM):
    - All stores at petrol/CNG pumps
    - Are typically self-service

    General Stores (GS):


    - Behind the counter/ partial entry.
    - Normally sell branded FMCGs.
    - May carry unbranded/unpacked items but in small
    quantity.
    Retail Channels

    Kiryana Stores (KS)


    - Traditional stores mainly selling Loose Bulk Food (Pulses, Ghee, Flour,
    Spices, Sugar etc) lying in sacks on the floor

    General Medical Stores (GMS):


    - Mainly General Stores which also sell prescription & OTC medicines
    - More than 70% sales from the store comes from FMCG products.

    Medical Stores (MS)


    - Behind the counter/partial entry
    - Stores selling prescription drugs, OTCs and limited quantity of FMCG’s.
    Pan Shops (PS):
    - Outlets with main business of Pan/Cigarettes
    or Niswar/Cigarettes
    - Besides Pan/Cigarettes, confectionary items,
    drinks are also available

    Bakeries (BKY):
    -Bakeries are stores selling bread, cakes, biscuits,
    sweets and some of the general items.

    Wholesale Pharma (WSP)


    - Are passive and sell at least 80% to other
    shop keepers
    - Wholesaler dealing with Pharma/OTC
    products
    Retail Channels

    Online (E-Commerce):

    • Electronic commerce draws on technologies such as mobile commerce, electronic


    funds transfer, supply chain management, Internet marketing, online transaction
    processing, electronic data interchange(EDI), inventory management systems, and
    automated data collection systems.
    International Modern Trade
    • Internationally known as
    Carrefour

    • Huge stores, sometimes multi


    storied – huge assortment, one
    stop shop

    • Good ambiance with neat


    and beautiful display of stocks
    – provide a good shopping
    experience
    International Modern Trade
    • Large stores with huge
    assortment

    • Shoppers mostly wholesalers,


    retailers – people looking for
    big discounts on bulk
    purchase

    • Acts as a wholesaler,
    alternative route to market for
    companies
    Super Markets
    • Self-service store selling large
    assortment

    • Good ambiance with neat and


    beautiful display of stocks – good
    shopping experience
    SUPER MARKET

    • Shopper’s place for monthly


    groceries

    • Loyalty with the shoppers is HIGH!


    Discounters
    • High foot fall because of lowest prices

    • Medium/Large assortment – best seller


    SKUs are limited

    • Have a strong focus on developing own


    brands as alternatives to brands and
    DISCOUNTERS aim at offering lowest market prices

    • Discounters offers give promotions


    round the clock

    • Shoppers go to discounters for monthly


    groceries – best value for money
    Perfect at the…

    Out of Category
    Primary Shelf Check outs
    Displays
    Digital / E Commerce

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