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
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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
