Marketing 475 retailing management week i 2002
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Marketing 475 Retailing Management Week I: 2002 PowerPoint PPT Presentation


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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

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Marketing 475 Retailing Management Week I: 2002

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Marketing 475 retailing management week i 2002

Week I

Marketing 475Retailing ManagementWeek I: 2002

  • Introductions

  • Ground rules

  • IRI exercises

  • Retail overview

  • Handout case 1


Introductions announcements

Introductions/Announcements

  • Roll/registration: any problems?

  • Food Industry Certificate at PSU

  • Scholarships


Index cards

Index Cards

  • Name

  • Phone # for messages

  • email address

  • Employer (if applicable)

  • Major; grad year

  • What is your goal upon graduating? (specific)


Retailing

Retailing!

  • Scope

  • Retailers

  • Suppliers

  • Hangers-on


Mktg 475 objectives

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

IRI Analyzer

  • Software used throughout the course

  • Basis for learning analytical skills

  • Widely used in retailing and packaged goods industry


Grading

Grading


Final project

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


Case analyses1

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

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

IRI Exercises

  • Lab session


Iri analyzer basics

IRI Analyzer Basics

  • What it is

  • Dimensions

  • Starting

  • Navigation


Dimensions

Dimensions


Marketing 475 retailing management week 2 2002

Week 2

Marketing 475Retailing ManagementWeek 2: 2002

  • IRI exercises Mod 1-5; 6-9

  • Retailing basics Ch. 2

  • Retailing strategy Ch. 6


Iri exercises1

IRI Exercises

  • Mods

  • Practice Case 1


Retailing basics

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

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

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

The Retail Mix

Location

Store design

Assortments

Pricing, advertising and promotion

Selling and service


Start of week 3

Start of Week 3


Assortments

Assortments

  • Variety (breadth) vs. duplication

  • Breadth vs. depth


Category management

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

Category Management: an Outgrowth of ECR

  • Efficient Consumer Response: grocery industry initiative

  • goal is to drive out inefficiencies

  • ... in grocery channel


Efficient consumer response

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

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


Category management defined

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

Category Management Major Elements

Information

Technology

Organization

Capabilities

Strategy

&

Business Process

Collaborative

Relationships

Scorecard


Marketing 475 retailing management week i 2002

Category

Management

Process


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