Communication Principles of Communication/Types of Retail Formats in India (PPT)

 

 Introduction

•           Communication is an integral part of the retailer's marketing strategy. Communication is used to inform the customers about the retailers, merchandise, and services.

•    Communication is certainly essential in business, in government, military organizations, hospitals, schools, communities, homes, or anywhere where people deal with one another.

Meaning of Communication

Communication is the process of transforming information, thoughts, opinion, messages, facts, ideas, and understanding from one person, a place to another person, place.

Communication Cycle

Principles of Communication

There are 7 C’s of effective communication which are applicable to both written as well as oral (मौखिक) communication.

1.     Completeness (संपूर्णता) - The communication must be complete. It should convey all facts required by the receiver.

    Conciseness (संक्षिप्ति) - Conciseness or shortness means that minimum words without forgoing the other C’s of communication should be used to communicate.

·       It is time-saving as well as cost-saving.

·       It underlines the main message

·       It is more appealing to the receiver.

3.      Consideration (विचार) - Consideration implies that the audience's viewpoints, background, mindset, education level, specific requirements, emotions, etc. should be considered while communicating with them.

4.     Clarity(स्पष्टता) - Clarity implies emphasizing a specific message or goal at a time, rather than trying to achieve too much at once. Clarity ensures that communication is simple and intelligible.

5.      Concreteness(specific, definite, स्थूलता) - Concrete communication implies being particular than general.

• · It is supported with specific facts and figures.
• · It makes use of words that are clear and that build the reputation.

6.     Courtesy(नम्रता ) - Courtesy in a message implies that the message should show the sender’s expression as well as respect the receiver. The courteous message has the following features:

· It uses the terms and feelings of the receiver of the message.

· It is positive and focused on the audience.

· It is not biased.

7.     Correctness (सुधार)- Correctness in communication implies that there are no grammatical errors in the communication. Correct communication has the following features:

· The message is exact, correct, and well-timed.

· It makes use of appropriate and correct language in the message.

Types of Retail Formats in India

Types of Retail Outlets

Retailing refers to a process where the retailer sells the goods directly to the end-user for his own consumption in small quantities.

Types of Retail outlets

1. Department Stores

A department store is a set-up that offers a wide range of products to the end-users under one roof. In a department store, the consumers can get almost all the products they aspire to shop at in one place only.

Merchandise:
Electronic Appliances                Jewellery
Toiletries                                   Cosmetics
Footwear                                   Sportswear
Toys                                           Books
CDs, DVDs

Examples - Shoppers Stop, Pantaloon.

2. Discount Stores

•        Discount stores also offer a huge range of products to the end-users but at a discounted rate. The discount stores generally offer a limited range and the quality in certain cases might be a little inferior as compared to the department stores.

•        Wal-Mart currently operates more than 1300 discount stores in the United States. In India, Vishal Mega Mart comes under discount stores.

•        Merchandise:
Almost the same as a department store but at a cheaper price.

3. Supermarket

•        A retail store which generally sells food products and household items, properly placed and arranged in specific departments is called a supermarket. A supermarket is an advanced form of a small grocery store and caters to the household needs of the consumer.

•        Merchandise:
Bakery products                       Cereals
Meat Products,                         Fish products
Breads                                              Medicines
Vegetables                                 Soft drinks
Fruits       

4. Warehouse Stores

•        A retail format that sells limited stock in bulk at a discounted rate is called a warehouse store. Warehouse stores do not bother much about the interiors of the store and the products are not properly displayed.

 5. Mom and Pop Store (also called Kirana Store in India)

•        Mom and Pop stores are small stores run by individuals in the nearby locality to cater to the daily needs of the consumers staying in the vicinity. They offer selected items and are not at all organized.

•        Merchandise:
Eggs                           Bread
Stationery                Toys
Cigarettes                 Medicines

6. Speciality Stores

•        As the name suggests, a Speciality store would specialize in a particular product and would not sell anything else apart from the specific range. Specialty stores sell only selective items of one particular brand to the consumers and primarily focus on high customer satisfaction.

•        Example -You will find only Reebok merchandise at the Reebok store and nothing else, thus making it a specialty store. You can never find Adidas shoes at a Reebok outlet.

7. Malls

•        Many retail stores operate in one place from a mall. A mall would consist of several retail outlets each selling its own merchandise but on a common platform.

8. E -Tailers

•     Nowadays the customers have the option of shopping while sitting at their homes. They can place their order through the internet, and pay with the help of debit or credit cards and the products are delivered to their homes only. However, there are chances that the products ordered might not reach in the same condition as they were ordered. Example - eBay, Rediff Shopping, Amazon