Marketing 475 retailing management week i 2002
Sponsored Links
This presentation is the property of its rightful owner.
1 / 29

Marketing 475 Retailing Management Week I: 2002 PowerPoint PPT Presentation


  • 94 Views
  • Uploaded on
  • Presentation posted in: General

Week I. Marketing 475 Retailing Management Week I: 2002. Introductions Ground rules IRI exercises Retail overview Handout case 1. Introductions/ Announcements. Roll/registration: any problems? Food Industry Certificate at PSU Scholarships. Index Cards. Name Phone # for messages

Download Presentation

Marketing 475 Retailing Management Week I: 2002

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Week I

Marketing 475Retailing ManagementWeek I: 2002

  • Introductions

  • Ground rules

  • IRI exercises

  • Retail overview

  • Handout case 1


Introductions/Announcements

  • Roll/registration: any problems?

  • Food Industry Certificate at PSU

  • Scholarships


Index Cards

  • Name

  • Phone # for messages

  • email address

  • Employer (if applicable)

  • Major; grad year

  • What is your goal upon graduating? (specific)


Retailing!

  • Scope

  • Retailers

  • Suppliers

  • Hangers-on


Mktg. 475 Objectives

  • IRI Analyzer software tool basic navigation, report writing and analysis

  • Basics of branding and retail packaged goods marketing

  • Category management and variety/duplication concepts

  • Overview of the retailing industry and retail financial basics

  • Compelling presentations of data using PowerPoint


IRI Analyzer

  • Software used throughout the course

  • Basis for learning analytical skills

  • Widely used in retailing and packaged goods industry


Grading


Final Project

  • Project Outline: (Due Week 5), includes targeted data sources and references you will use for industry information.

  • Integrate the course material to help solve a real business issue

  • Demonstrate understanding of key concepts


Case Analyses


Case Analyses

  • Data to support conclusions must be used in the body of the paper and must be shown in attachments (from Analyzer reports)


Attendance/Participation

  • Mktg 475 is a discussion class; everyone is expected to contribute

  • Miss 3 or more classes and receive 0 credit for attendance

  • Level of thought, regular participation and listening skills will be basis for grade in participation


IRI Exercises

  • Lab session


IRI Analyzer Basics

  • What it is

  • Dimensions

  • Starting

  • Navigation


Dimensions


Week 2

Marketing 475Retailing ManagementWeek 2: 2002

  • IRI exercises Mod 1-5; 6-9

  • Retailing basics Ch. 2

  • Retailing strategy Ch. 6


IRI Exercises

  • Mods

  • Practice Case 1


Retailing Basics

  • Functions of retail: break bulk, hold inventory, provide services, add value

  • 20% of US industrial employment

  • Some of the largest firms worldwide are retailers

    • Kroger

    • Wal-Mart

    • Carrefour

    • Home Depot

  • Career opportunities


Food Retailing

  • C-Stores: <4 tsf

  • Conventional supermarket: <20 tsf

  • Superstores; combination stores: 20 - 100 tsf

  • Warehouse/box stores

  • Natural foods

  • Specialty


Creating and Implementing Retail Strategy

  • Target the market

  • Identify the format

  • Develop long-term sustainable competitive advantage

    • Customer loyalty

    • Competitive position

      • Provide appropriate merchandise and services


The Retail Mix

Location

Store design

Assortments

Pricing, advertising and promotion

Selling and service


Start of Week 3


Assortments

  • Variety (breadth) vs. duplication

  • Breadth vs. depth


Category Management

  • A “roadmap” to better marketing planning and execution

  • Recognizes and involves all parties in the supply chain


Category Management: an Outgrowth of ECR

  • Efficient Consumer Response: grocery industry initiative

  • goal is to drive out inefficiencies

  • ... in grocery channel


Efficient Consumer Response

Timely, accurate paperless information flow

Consumer

Household

Retail

Store

Supplier

Distributor

Smooth, continual product flow matched to consumption


ECR: 10% of the Retail Dollar Represents Supply Chain “Waste”


Category Management Defined:

“A collaborative process of managing

categories as strategic business units...by

focusing on consumer value.”

  • ECR Best Practices Committee on Category Management 1994


Category Management Major Elements

Information

Technology

Organization

Capabilities

Strategy

&

Business Process

Collaborative

Relationships

Scorecard


Category

Management

Process


  • Login