RETAIL

MARKETING

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RETAILING THE SUNRISE INDUSTRY

Introduction
The word retail means to sell or be sold directly to individuals. Retail is Indias largest industry, and arguably the one with the most impact on the population. It is the countrys largest source of employment after agriculture, has the deepest penetration to rural India, and generates more than 10percent of Indias GDP. However, retailing in India has so far, been mostly in the hand of small disorganized entrepreneurs. It is also Indias least evolved industries. In fact, it is not even considered a real industry. The industry suffers from lack of management talent, poor access to capital, unfavorable regulation and denial of access to best practices. The Indian retail industry is only now beginning to evolve in line with the transformation that has swept other large economies. Fifty years of restricting the consumer goods industry, a national mindset which favored denial over indulgence, and a fracturedsupply chain for agricultural products have all contributed to prevent the development of modern tenants based on scale advancements and consumer preferences. India has some 12 million retail outlets, but many of these act merely as subsistence providers for their owners and survive on a cost structure where labor and land is assumed to be free and taxes nil. Compare this with the global retail industry, which is one of the worlds largest organized employers, is at the cutting edge of technology, and which leverages scale and scope to offer value-added services to its customers. However, only recently has there been an awakening in this sector, with more organized retailers starting to make an impact. The liberalization of the consumer goods industry, initiated in the mid-80s and accelerated through the 90s has begun to impact the structure and conduct of the retail industry. Backed by changing consumer trends and metrics, liberalization in mindsets driven by media, new opportunities and increasing wealth, retailing in India, presents a vast opportunity for a variety of businesses - real estate, store design & operations, visual merchandising logistics and communications, B2C service providers, and FMCG companies who can add to their offers by partnering this revolution.
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The Indian retail industry is now beginning to evolve in the line with the transformation that has swept other large economies. It witnesses tremendous growth with the changing demographics and an improvement in the quality of life of urban people. The growing affluence of Indias consuming class, the emergence of the new breed of entrepreneurs and a flood of imported products in the food and grocery space, has driven the current retail boom in the domestic market. The concept retail which includes the shopkeeper to customer interaction, has taken many forms and dimensions, from the traditional retail outlet and street local market shops to upscale multi brand outlets, especially stores or departmental stores. Though at this moment, it is still premature to say that the Indian retail market will replicate the success stories of names such as Wal-Mart stores, Sainsbury and Tesco but at least the winds are blowing in the direction of growth.

Retail Marketing
Retail Marketing includes all the activities involved in selling goods or services directly to final consumes for personal, non-business use. Any organization selling to final consumers -- whether a manufacturer, wholesaler, or retailer is doing retailing. It does not matter how the goods or services are sold (by Person, Mail, Telephone, Vending Machine, or Internet) or where they are sold (in a store, on the street, or in the consumers home). There are many approaches to understanding and defining retail marketing; most emphasize retail marketing as the business activity of selling goods or services to the final consumer, but what we emphasized upon is defined as follows:

Any business that directs its marketing efforts towards satisfying the final consumer based upon the organization of selling goods and services as a means of distribution
The concept assumed within this definition is quite important. The final consumer within the distribution chain is a key concept here as retailers are at the end of the chain and are involved in a direct interface with the consumer. A retailer or retail store is any business enterprise, whose sales volume comes primarily from retailing. Retail organizations exhibit great variety and new forms keep emerging. There are store retailers, non-store retailers, and retail organizations. Consumers today can shop for goods and services in a wide variety of stores. The bestknown type of retailer is the department store. A retailer is at the end of the distributive channel. He provides goods and service to the ultimate consumers. This he does through his small organization, with the help of a few personnel. In an individual retail store there is not much scope for organization except in the sense that the shopkeeper has to organize and apportion his time and resources. The need for organization becomes essential as soon as he hires people and enters into partnership or takes the help of members of his family in running his store. A retailer deals in an assortment of goods to cater to the needs of consumers. His objective is to make maximum profit out of his enterprise. With that end in view he has to pursue a policy to achieve his
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objective. This policy is called retailing mix. A retailing mix is the package of goods and services that store offers to the customers for sale. It is the combination of all efforts planned by the retailer and embodies the adjustment of the retail store to the market environment. Retailing mix, a communication mix and a distribution mix; The maximum satisfaction to the customers is achieved by a proper blend of all three. The success of the retail stores, therefore, depends on customers reaction to the retailing mix which influences the profits of the store, its volume of turnover, its share of the market, its image and status and finally its survival.

There are three main phases in the life of a retailing institution. These are: -

Innovation (Entry) Trading Up Vulnerability.

In the entry stage, a new retailer enters with new price appeal, limiting product offerings, Sparton Stores & Limited services. Its monopoly power over the others is its price advantage, which means that it offers products at low prices so as to get a competitive edge over its competitors.

In the trading up stage, the retailer starts expanding. It expands in terms of product offering, better services, and improved interiors. With all these, it starts charging a bit higher prices.

In the vulnerability stage, there is a gap in the market leaving some space for the new players to come in. this is due to increase in the prices by the retailer. I have already explained the three stages in life of a retail institution. Normally these stages are there in the life of a retail institution. But all these may not be necessarily there in every retail institution. For instance, any retail institution targeting the upper class may start itself with a large variety & high price.
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Types OF Retail Marketing

This brings to broadly identify and categorize the types of retail marketing, which are defined as follows:

Store Retailing Non store Retailing

 Store Retailing
Store retailing provides consumers to shop for goods and services in a wide variety of stores and it also help the Consumers to get all the needed goods and services from one shop only. The different types of store retailing are given below: Specialty Stores These stores focus on leisure tastes of different individuals. They have a narrow product line with deep assortment such as apparel stores, sporting goods stores, furniture stores, florists and bookstores. These stores are usually expensive and satisfy the needs of selected consumers who have liking or preference for exclusive things. Departmental Store These stores are usually built in large area and keep variety of goods under one shed. It is usually divided into different sections like clothing, kids section, home furnishings, electronic appliances and other household goods. In a departmental store a consumer can buy variety of goods under one shed. Supermarket These stores are relatively large, low cost, low margin, high volume, self service operations designed to serve total needs for food, laundry and household maintenance products. Supermarkets earn an operating profit of only 1 percent on sales and 10percent on net worth. Convenience Stores These are relatively small stores located near residential area, open for long hours seven days a week, and carrying a limited line of high turnover convenience products at slightly higher prices than departmental stores. Many such stores also have added takeout sandwiches, coffee and pastries. Off - Price Retailer These stores sell goods at low price with lower margins & higher volumes. These stores sell goods with deteriorated quality. The defects are normally minor. This target at the persons belonging to the lower income group, though some have a collection of imported goods aimed to target the younger generation. The company owned showroom selling the seconds products is a typical example of off - price retailer.

Discount Store

These stores sell standard merchandise at lower prices by accepting lower margins and selling higher volumes. The use of occasional discounts or specials does not make a discount store. A true discount store regularly sells its merchandise at lower prices, offering mostly national brands, not inferior goods. In recent years, many discount retailers have traded up. They have improved decor, added new lines and services, and opened suburban branchesall of which has led to higher costs and prices and as some department stores have cut their prices to compete with discounters. Not only that, discount stores have moved beyond general merchandise into specialty merchandise stores, such as discount sporting goods stores, electronics stores, and bookstores. Catalog Showroom Catalog showrooms generally sell a broad selection of high-markup, fast-moving, brand-name goods at discount prices. These include jewelry, power tools, cameras, luggage small appliances, toys, and sporting goods. Catalog showrooms make their money by cutting costs and margins to provide low prices that will attract a higher volume of sales. Catalog showrooms have been struggling in recent years to hold their share of the retail market.

 Non-store Retailing It is another type of retail marketing. Different types of non-store retailing are given below: Direct Selling Direct selling which started centuries ago with itinerant peddlers has burgeoned into a $9 billion industry, with over 600 companies selling door to door, office to office, or at home sales parties. A variant of direct selling is called multilevel marketing, whereby companies such as Amway recruit independent businesspeople who act as distributors for their products, who in turn recruit and sell to sub distributors, who eventually recruit others to sell their products, usually in customer homes. Direct Marketing Direct marketing has its roots in mail-order marketing but today includes reaching people in other ways than visiting their homes or offices, including telemarketing, television direct response marketing, and electronic shopping. Automatic Vending Automatic vending has been applied to a considerable variety of merchandise, including impulse goods with high convenience value (cigarettes, soft drinks, candy, newspaper, hot beverages) and other products (hosiery, cosmetics, food snacks, hot soups and food, paperbacks, record albums, film, T-shirts, insurance policies, and even fishing worms).

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RETAIL MARKETING IN INDIA

Retail marketing is the most important part of the entire logistics chain in a business especially in consumer related products. Without proper retailing the companies can't do their business. Retailing is the process of selling goods in small quantities to the public and is not meant for resale. Retail is derived from the French word retailer, meaning to cut a piece off or to break bulk. There are various ways of making goods available to consumers like: Company to distributor to wholesaler to retailer to consumer Company to salesperson to consumer Company to consumers (online/ phone/ catalog ordering)

These three are among the most common ways of making the goods available to consumers. But in India the three layered system of distributor, wholesaler and retailer, forms the backbone of the front-end logistics of most of the consumer-good companies. In this system the company operating on all India basis appoints hundreds of distributors across the country that supplies to various retailers and wholesalers. Wholesalers in turn can either directly sell in the market or can supply to retailers. The current retailing system prevalent across the country is highly fragmented and unorganized. Anyone with some money and some real estate can open a small shop and become a retailer catering to the locality in which he opens the shop.

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PROBLEMS FACED IN INDIA : There are a number of reasons behind this fragmented retail market. Some of the major reasons being: Poverty and lower literacy levels. Low per capita income. Savings focused and less indulgence mindset. Restrictions on intra-state good movement. High taxes. No exposure to media. High import duties on imported goods. FDI in retailing is not allowed. Retailing is not considered as a business or industry by the government. Hitherto none of the business schools in India were offering specialized courses on retailing. Expensive supply chain.

Besides this there is other reasons too, which led to stifling of growth of organized segment of retailing sector and which instead led to highly fragmented market. Today in India we have more than 12 million retail outlets and most of then are family run and locally owned. There are very few nationally present retail stores. In India the process of buying and selling at these unorganized retail outlets, is highly characterized by bargaining and negotiations. But slowly with increasing influence of media and urbanization the market is shifting towards organized segment. Seeing the huge market size of retail business in the country and the current level of organized segment, many players have jumped into the fray and many are waiting for the right opportunity to enter it.
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Present Retail Scenario In India :

Retail experts find Indian industry promising Mall Mania: The developing mall culture in India Emergence of region-specific formats Emergence of discount formats Entry of international players

Retail experts find Indian industry promising The retail movement in India has acquired the critical mass that is required for rapid acceleration in terms of industry growth as well as geographical spread. The Indian retail industry can no longer be called nascent. The spread of super stores to the northern cities such as Delhi, Chandigarh, Jaipur and Kolkata is evidence of the fact that organized retailing in India has emerged from its southern bastion. The retailing boom is being driven by increased expectations as well as changing shopping behavior of the urban Indian consumer. With the increasing number of nuclear families, working women, greater work pressure and increased commuting time, consumers are looking for convenience. And, convenience is defined as having everything under one roof, longer hours and multiplicity of choice. On the supply side, the current inefficient supply chain in India, particularly for food items has led a few players to consolidate their operations to take advantage of economies of scale and match consumer expectations in terms of delivery as well as
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space. So, we have a situation where both demand and supply side dynamics are fuelling the growth of organized retailing in India, although improvements in the supply chain are yet to fully match with consumer expectations. The future growth need not necessarily come only from the big metros, where there already exists a good retail network. The fact that big Indian retail chains are moving into places like Indore or Chandigarh is an important indicator of future growth. For the Rs. 5000-crore organized retail industry it is, perhaps, time to tap the relatively smaller cities.

Mall Mania: The Developing Mall Culture in India Modern malls made their entry into India in the late 1990s, with the establishment of Crossroads in Mumbai and Ansals Plaza in Delhi. By early 2001, several mall projects were announced. According to market estimates, close to 12 million sq. ft. of mall space is being developed across several cities in the country, of which 10 million sq. ft. is expected to be operational by end of 2003 (see Table below). With this, rentals for retail properties have shown a marked decline, which has brought down the break-even levels of the retail projects. Moreover, retailers would now have access to retail-specific properties, which will increase their efficiencies.

Mall Development in India Mall Location Rate / Sq. ft.

Crossroads Ansals

Tardeo, Mumbai South Ex, Delhi

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225-250 175-200

Nirmal Lifestyle Runwals Mall Karnavat Mall Raheja Mind space Cable Corporation Sahara MGF Malls Metroplitian & Plaza DLF Shipra Forum City Center Rave 3 Inox Spencers Plaza Phase III Indore, Nasik and Jaipur Malls Hyatt, Mumbai & Leela, Phoenix Malls

Mulund, Mumbai Mulund, Mumbai Thane, Mumbai Malad, Mumbai Borevali, Mumbai Gurgaon Gurgaon Gurgaon Noida KolKotta KolKotta Kanpur Baroda Chennai

75-90 75-90 65-85 60-80 55-75 50-70 65-85* 65-85 80-180 100 55 45-55 75 70 45-55 175-300

Lower Parel, Mumbai

100-125

*average for the metropolitian is Rs. 60 per sq. ft.. (source: Chesterten Meghraj. Industry Reports)

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 Emergence of Region-Specific Formats For the first time in 10 years, the industry is witnessing the development of regionspecific formats. With organized retail penetrating into B class towns, retailers have started differentiating in the sizes and formats of stores. For example, in departmental store format, while most A class cities and metros have larger stores of 50,000 plus sq. ft. sizes, stores in B class towns have stabilized in the 25,000-35,000 sq. ft. range. Most players have started operating these two formats across various cities, which has helped them to standardize the merchandise offering across the chain. Emergence of Discount Formats Larger discount formats, popularly known as hypermarkets, are now emerging as major competitors to both unorganized and organized retailers. Penetration of organized retail into the lower strata of income groups and consumer demand for increased value-for-money has improved the prospects of these formats. These formats span across the entire range of merchandise categories. Big Bazaar, promoted by Pantaloon and Giant, promoted by the RPG Group, are examples of this format. Entry of International Players A large number of international retailers have evinced interest in India, despite the absence of favorable government policy for foreign players (see Table below). A number of the major brands have entered the country through licensing agreements with Indian players to capitalize on the opportunities available in the sector.

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International players International Players Retail Ventures In India

Landmarc Group, Dubai Metro, Germany Shoprite, South Africa Nanz, Germany Marks & Spencer, UK Mango, Spain McDonalds, USA Dominos USA Tricon Restaurant, USA (Source: Industry Reports)

Lifestyle Chain of Departmental Stores Hypermarket Supermarket, Hypermarket Supermarket Apparel Retailer Apparel Retailer Food Retailer Food Retailer Food Retailer

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Organized Retail Formats in India

Each of the retail stars has identified and settled into a feasible and sustainable business model of its own.

Shoppers' Stop - Department store format Westside - Emulated the Marks & Spencer model of 100 per cent private label, very good value for money merchandise for the entire family

Giant and Big Bazaar - Hypermarket/cash & carry store Food World and Nilgiris Supermarket format Pantaloons and The Home Store - Specialty retailing Tanishq has very successfully pioneered a very high quality organized retail business in fine jewellery.

Structure of the retailing industry according to ownership patterns:

An unaffiliated or independent retailer A chain retailer or corporate retail chain A franchise system A Leased Department (LD) Vertical Marketing System (VMS) Consumer Co-operatives

A new entrant in the retail environment is the 'discounter' format. It is also is known as cash and-carry or hypermarket. These formats usually work on bulk buying and bulk selling. Shopping experience in terms of ambience or the service is not the mainstay here. RPG group has set up the first 'discounter' in Hyderabad called the Giant. Now Pantaloon is following suit.

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Two categories of customers visit these retail outlets. 1. The small retailer. For example, a customer of Giant could be a dhabawala who needs to buy edible oil in bulk. 2. The regular consumer who spends on big volumes (large pack sizes) because of a price advantage per unit. Retailing in India is still evolving and the sector is witnessing a series of experiments across the country with new formats being tested out; the old ones tweaked around or just discarded. Some of these are listed in Table below. Retailer Shoppers' Stop Crossword Pyramid Pantaloon Vitan Foodworld Glob us Efoodmart Metro S Kumar's Current Format Department Store Large bookstore Department Store Own brand store Supermarket Food supermarket Department Store Food super market Departmental store Departmental store Quasi-mall Corner shops Quasi-mall, food retail Hypermarket Suburban discount store Hypermarket, Foodworld express Small fashion stores Aggregation of Kiranas Cash and carry Discount store New Formats

( Source: India info line)

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CONCLUSION
At this point, I can summarize the main development retailers and manufacturers need to take into account as they plan their competitive strategies. Trends in retail marketing 1. New retail forms and combinations continually emerge. Bank branches and ATM counters have opened in supermarkets. Gas stations include food stores that make more profit than the gas operation. Bookstores feature coffee shops. Even old retail forms are reappearing: In 1992 Shawna and Randy Heniger introduced peddlers carts in the Mall of America. Today three-fourths of the nations major malls have carts selling everything from casual wear to condoms.

2. New retail forms are facing a shorter life span. They are rapidly copied and quickly lose their novelty.

3. The electronic age has significantly increased the growth of non store retailing, consumers receive sales offers in the mail and over television, computers, and telephones, to which they can immediately respond by calling a toll-free number or via computer.

4. Competition today is increasingly intertype, or between different types of store outlets. Discount stores, catalog showrooms, and department stores all compete for the same consumers. The competition between chain superstores and smaller independently owned stores has become particularly heated. Because of their bulk buying power, chains get more favorable terms than independents, and the chains large square footage allows them to put in cafes and bathrooms. In many locations, the

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arrival of a superstore has forced nearby independents out of business. In the book selling business, the arrival of a Barnes & Noble superstore or Borders Books and Music usually puts smaller bookstores out of business. Yet the news is not all bad for smaller companies. Many small independent retailers thrive by knowing their customers better and providing them with more personal service.

5. Todays retailers are moving toward one of two poles, operating either as mass merchandisers or as specialty retailers. Superpower retailers are emerging. Through their superior information systems and buying power, these giant retailers are able to offer strong price savings. These retailers are using sophisticated marketing information and logistical systems to deliver good service and immense volumes of product at appealing prices to masses of consumers. In the process, they are crowding out smaller manufacturers, who become dependent on one large retailer and are therefore extremely vulnerable, and smaller retailers, who simply do not have the budget of the buying power to compete. Many retailers are even telling the most powerful manufacturers what to make; how to price and promote; when and how to ship; and even how to reorganize and improve production and management. Manufacturers have little choice: They stand to lose 10 to 30 percent of the market if they refuse.

6. Marketing channels are increasingly becoming professionally managed and programmed. retail organizations are increasingly designing and launching new store formats targeted to different lifestyle groups. They are not sticking to one format, such as department stores, but are moving into a mix of retail formats.

7. Technology is becoming critical as a competitive tool. Retailers are using computers to produce better forecasts, control inventory costs, order electronically from suppliers, send e-mail between stores, and even sell to customers within stores. They are adopting
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checkout scanning systems, electronic funds transfer, and improved merchandisehandling systems.

8. Retailers with unique formats and strong brand positioning are increasingly moving into other countries. McDonalds, The Limited, Gap, and Toys R Us have become globally prominent as a result of their great marketing prowess. Many more Indian retailers are actively pursuing overseas markets to boost profits.

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CASE STUDY
Trent Limited - A Strategic Business Unit of Tata Group

TATA groups entry in the retail sector through TRENT has been silent but strong. It was the brain child of Simone Tata, the lady behind the success of Lakme. The marketing strategy of Trent can be studied in two phases: Phase I: the start of the company, its journey to its current status in the market and Phase II: the future The story commenced in 1996 when Simone Tata decided to sell 50% stake in LAKME to HLL and out of its proceeds created TRENT LIMITED by acquiring Littlewoods, a London based retail chain in 1998. Littlewoods was renamed as what we know as Westside. Since its inception, Trent Limited has been on the major expansion mode and has targeted metro cities in India.

The WESTSIDE Story

Westside is the flagship brand of Trent in apparel and accessories retailing. The value chain was already in place as Littlewoods had expertise in primary activities like designing, producing and delivering the merchandise. They just needed to blend them into the Indian context, which was successfully done by keeping track of the pulse of the market, daily sales figures and the latest trends in vogue. Strategic marketing plan for Trent targeted youth in the metro cities. This was very well reflected when famous cricketer Yuvraj Singh, who was considered the Face of the Youth, was made the brand ambassador of Westside during its launch. Choosing a cricketer for an apparel ad led to easy brand recall and rescued the brand from falling into the trap of cluttered
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advertisements. The shopping experience was enhanced with each Westside store having elegant interiors, sprawling space and courteous store staff, thus making it a much sought after shopping destination. Major marketing plans focused to improve the reach of the brand by setting in smaller formats of Westside stores like Westside Girl, Westside Woman in order to make them popular in Tier II, Tier III cities. There are currently 35 Westside stores in 20 cities in India. The reason they are concentrating on the womans apparel segment is because they want to tap the new empowered womans brand loyalty with their stylized yet pocket friendly offerings. Other value added and after sales services includes returning of the merchandise within a months time if anything goes wrong with the fabric. Also, CLUBWEST membership is offered where customers are given special privileges like 20% discounts during their birthday month, free home delivery of merchandise and Clubwest points on each purchase that can be exchanged for money. Focus is to be extremely sensitive to the needs of the customers and build the brand on their suggestions and opinions. Westside also got into cause-related marketing last Diwali, where it sold diyas prepared by underprivileged kids at its retail stores.

The STAR BAZAAR way

Trent further expanded into Hypermarket retailing through STAR BAZAAR in 2004. The reason for coming up with such stores was to cash on the limited time the working individuals had to buy groceries. Quality and convenience is what urban customers are looking for and Star Bazaar satisfies it, making them visit the store again. The stores are also sensitive to the regional requirements and they vary across the length and breadth of India. The procurement process in Star Bazaar is highly dependent on locals who supply and transport the goods. Since product differentiation is difficult here, the motto Chota Budget, Lambi Shopping is hard to achieve considering the bargaining power is on the supply side. To tackle this and to have an edge in providing the goods at the lowest prices Trent has agreed upon supply chain integration with UK based Tesco, worlds
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third largest retailer. With financial aid of 60m, Trent can enjoy reduction in costs through economies of scale with this agreement. As per [Link] retail weekly, Trent Limited is expected to invest close to Rs. 2000 crores for setting up fifty such Hypermarkets.

A LANDMARK event
Before Pantaloons could lay hands on it, TRENT captured 76% stakes in the 22 year old Chennai based, Indias largest bookstore chain LANDMARK in August [Link] or no recession, books and music would never go out of business and Simone Tata knew it well. Rather to everyones surprise, Gen X is more into books than ever before. Landmark was into books, magazines, stationary and greeting cards but later it added on music to its stores. Further it also added gifts, home stores & toys .The USP of its stores is the wide assortment and range of stock.

The FASHION YATRA

The latest news from Trent is a complete family fashion store Fashion Yatra. At the launch, Simone Tata said, The strength of Trent Limited lies in it being able to provide our customers garments that suit their specific needs. Fashion Yatra is our latest venture to provide customers really fashionable choices at great prices. Throughout its phase I, TRENT has been a mass-to-mid-market retailer and has targeted its marketing strategies towards the metro population in the age bracket of 2035. It has acquired businesses that already had all their primary and secondary business activities in place. The only turn Trent gave to all these brands was bringing them under one roof to create a shopping experience like never before. Gurgaons Grand Mall is an example where all these brands are brought together. All these related sectors point towards the highly styled lifestyle requirements of the youth who are able to finance them through their cushy jobs in the booming service sector. The major pull force of the company is the related product assortment. The brands under its umbrella are already popular; Trent would provide them further ground to prove their strength through its financial muscle. Trent posted revenues of Rs 716 crore and net profit of Rs 33.64 crore on a consolidated basis in FY08.

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Phase II: What does the future hold for TRENT? Trent has two-way line stretching in mind, as can be clearly seen (downward stretching) from its entry in the mass merchandize retailing through Fashion Yatra where it offers Value for Money clothing and its strategic tie ups with brands like SISLEY, Benettons premium apparel brand, and Topshop & Topman, a UK based highend apparel brand, mark its debut in the premium segment (upward stretching). Moreover, economies of scale and scope can result only when the scale of production and consumption is large. So Trent is concentrating on reaching wider masses and creating value positioning in the minds of its customers. To wrap it up, TRENT has the potential to bring its competitors down. With its immense financial muscle to undertake any possible venture and the unmatchable guidance and vision of Simone Tata, once called the Cosmetic Czarina of India, Trent has all that it takes to become the Best Retail Brand in India.

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BIBLIOGRAPHY
FROM THE BOOKS :
1. Retail Marketing By A Sivakumar ISBN: 978-81-7446-575-7

2. Retail Marketing

By Nicholas Alexander (General editor), Gary Akehurst (General editor) Frank Cass Publishers (Publisher) ISBN-13: 9780714641751 ISBN-10: 0714641758

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BIBLIOGRAPHY
From the internet:
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[Link]/content/north-parkpharmacy/[Link] [Link]/safety/forums/thread/[Link]

[Link] [Link] From the Books: HUMAN RESOURCE MANAGEMENT (SECOND EDITION) By McGRAW-HILL LIMITED

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