INTRO about retail stores(2pages)

Retail stores on the basis of retail format & give reason

porter's analysis

supply chain management

CRM &VSP

Visual merchandising or layout attraction (store relevant)

pricing-discount

any general strategy

conclusion

The following kinds of retail formats are found in India:

Mom-and-pop stores: These are generally family-owned businesses catering to

small sections of society. They are small, individually run and handled retail outlets. 

Category killers: Small specialty stores have expanded to offer a range of

categories. They have widened their vision in terms of the number of categories. They are

called category killers as they specialize in their fields, such as electronics (Best Buy) and

sporting goods (Sport Authority).

Department stores: These are the general merchandise retailers offering various

kinds of quality products and services.

These do not offer full service category products and some carry a selective product line. K

Raheja's Shoppers Stop is a good example of department stores. Other examples are

Lifestyle and Westside. These stores have further categories, such as home and décor,

clothing, groceries, toys, etc. 

Malls: These are the largest form of retail formats. They provide an ideal shopping

experience by providing a mix of all kinds of products and services, food and entertainment

under one roof. Examples are Sahara Mall, TDI Mall in Delhi. 

Specialty Stores: The retail chains, which deal in specific categories and provide

deep assortment in them are specialty stores. Examples are RPG's Music World, Mumbai's

bookstore Crossword, etc.

Discount stores: These are the stores or factory outlets that provide discount on the

MRP items. They focus on mass selling and reaching economies of scale or selling the

stock left after the season is over. 

Hypermarkets/ Supermarkets: These are generally large self-service outlets,

offering a variety of categories with deep assortments. These stores contribute 30% of all

food and grocery organized retail sales. Example: Big Bazaar.

Convenience stores: They are comparatively smaller stores located near residential

areas. They are open for an extended period of the day and have a limited variety of stock

and convenience products. Prices are slightly higher due to the convenience given to the

customers.

E-tailers: These are retailers that provide online facility of buying and selling

products and services via Internet. They provide a picture and description of the product. A

lot of such retailers are booming in the industry, as this method provides convenience and a

wide variety for customer. But it does not provide a feel of the product and is sometimes

not authentic. Examples are Amazon.com, Ebay.com, etc.

Vending: This kind of retailing is making incursions into the industry. Smaller

products such as beverages, snacks are some the items that can be bought through vending

machines. At present, it is not very common in India.

Supply Chain management

Excellent retail supply chain management revolves around understanding and balancing three

key dimensions of availability, inventory and cost. Managing these trade-offs efficiently can

result in supply chains that improve business performance and drive competitive advantage.

One example: Spanish retail giant Zara. At Zara the supply chain is the business model.

Rapid growth and profitability are clearly linked to an uncompromised approach to supply

chain management that has delivered a world class three week "design to shelf" capability

and fuelled the company's 20 percent annual growth and profit margins. UK food retailer

Tesco has developed continuous, within day, replenishment capabilities to underpin their

fresh food offer and consistently

deliver on-shelf availability of more than 98 percent.

For these retailers, supply chain is a strategic differentiator that delivers a competitive edge.

No longer just concerned about cost control, companies view supply chain as a key element

of their business strategy. Today's supply chain leaders are working with their business

partners to design, develop, move, store, sell and service their products with ever greater

speed and economy. Now, more than ever, supply chains are regarded as sources of business

value and competitive advantage. Differentiated supply chain models are emerging to address

different merchandise characteristics. "One size fits all" no longer applies. Short-lifecycle

fashion products require a supply chain that can cope with fast lead-times and accelerated

time-to-market — tight integration with the supply base is critical. Repeatable continuity

products demand integrated and optimized replenishment and forecasting. Regardless of type,

all supply chains need to be supported by effective core processes and capabilities.

Supply chain leaders develop robust basic processes and disciplines, and then add new and

differentiating capabilities that drive supply chain excellence. These new capabilities enable

leading retailers to transform and differentiate their supply chains. Creating change in an

existing supply chain can be daunting. Given the breadth and depth of impact, virtually all

areas of a business are affected. Accenture can offer a range of services from providing

advice on specific functional areas including case studies and insights into other retailers and

your competition to helping to implement a complete supply chain transformation.

Any general strategy – get from this para

It's going where no mnc confectionery brand has gone or even wants to. Nutrine is getting

into the fruit bar segment in a big way, aiming for rs 50 crore in sales by march 2004 from its

naturo brand. about 20 per cent of this revenue is expected to come from exports. naturo

mango bar has been around for 12 years but the company has now relaunched it with a new

look and taste, and introduced two additional flavours, pineapple and orange-papaya. v.

dinesh reddy, director,Nutrine confectionery company, told the times of india that sales of

naturo are a negligible rs 2.5 crore a year now, but the company believes the brand has

immense potential. within the next few months, nutrine plans to introduce apple, guava, grape

and mixed fruit bars under the naturo brand. twin-layered bars of caramel and fruit pulp and

cream centre-filled bars are proposed to be launched in a year. as of now, the fruit bars

market is estimated to be between Rs 5-7 crore per annum. "naturo may compete with

chocolate bars as a snacking choice but here too, its pricing at rs 4, may prove an advantage,"

reddy said. naturo is also seen to have major export potential. it has been positioned as a fun

and health product which uses 100 per cent fruit pulp. since natural products are popular in

developed markets, nutrine is confident this usp of the brand will work. "we want to sell

naturo as a terrific snacking product," reddy said. nutrine confectionery, which had hitherto

never focused on exports, is now targeting markets in europe, the us and south asia. the rs

170-crore company's export turnover is currently rs 3 crore and comes mainly from africa and

saarc countries. "we are now giving a thrust to exports because the last 15 months have seen a

decline in the organised indian confectionery market owing to the steep excise duty hike of 8-

16 per cent," reddy said.nutrine recently acquired a completely automated plant in bangalore

for Rs 8 crore exclusively for the naturo line.

CRM

Customer relationship management (CRM) is a broadly recognized, widely-implemented

strategy for managing a company’s interactions with customers, clients and sales prospects.

It involves using technology to organize, automate, and synchronize business processes—

principally sales activities, but also those for marketing, customer service, and technical

support. The overall goals are to find, attract, and win new clients, nurture and retain those

the company already has, entice former clients back into the fold, and reduce the costs of

marketing and client service. Customer relationship management denotes a company-wide

business strategy embracing all client-facing departments and even beyond. When an

implementation is effective, people, processes, and technology work together to increase

profitability, and reduce operational costs.

The three phases in which CRM help to support the relationship between a business and its

customers are, to:

Acquire: a CRM can help a business in acquiring new customers through excellent

contact management, direct marketing, selling and fulfillment.[3]

Enhance: a web-enabled CRM combined with customer service tools offers

customers excellent service from a team of trained and skilled sales and service

specialists, which offers customers the convenience of one-stop shopping.[3]

Retain: CRM software and databases enable a business to identify and reward its

loyal customers and further develop its targeted marketing and relationship marketing

initiatives.

Strategy

For larger-scale enterprises, a complete and detailed plan is required to obtain the funding,

resources, and company-wide support that can make the initiative of choosing and

implementing a system successful. Benefits must be defined, risks assessed, and cost

quantified in three general areas:

Processes: Though these systems have many technological components, business

processes lie at its core. It can be seen as a more client-centric way of doing business,

enabled by technology that consolidates and intelligently distributes pertinent information

about clients, sales, marketing effectiveness, responsiveness, and market trends.

Therefore, a company must analyze its business workflows and processes before

choosing a technology platform; some will likely need re-engineering to better serve the

overall goal of winning and satisfying clients. Moreover, planners need to determine the

types of client information that are most relevant, and how best to employ them.[2]

People: For an initiative to be effective, an organization must convince its staff that

the new technology and workflows will benefit employees as well as clients. Senior

executives need to be strong and visible advocates who can clearly state and support

the case for change. Collaboration, teamwork, and two-way communication should be

encouraged across hierarchical boundaries, especially with respect to process

improvement.[10]

Technology: In evaluating technology, key factors include alignment with the

company’s business process strategy and goals, including the ability to deliver the right

data to the right employees and sufficient ease of adoption and use. Platform selection is

best undertaken by a carefully chosen group of executives who understand the business

processes to be automated as well as the software issues. Depending upon the size of

the company and the breadth of data, choosing an application can take anywhere from a

few weeks to a year or more.[2]

USP

The Unique Selling Proposition (also Unique Selling Point or USP) is a marketing concept

that was first proposed as a theory to explain a pattern among successful advertising

campaigns of the early 1940s. It states that such campaigns made unique propositions to the

customer and that this convinced them to switch brands. The term was invented by Rosser

Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to

refer to any aspect of an object that differentiates it from similar objects.

A number of businesses and corporations currently use USPs as a basis for their marketing

campaigns.

“a fun and health product which uses 100 per cent fruit pulp”

About the company

Godrej Hershey (GHL) operates in Food and Beverages space. Formed in 2007, a Joint

Venture (JV) between The Hershey Company (USA) and Godrej Group, GHL operates in

multiple categories such as confectionery, beverages, and grocery items.

Nutrine Confectionery company, one of the leading players in confectionery market, was

acquired by Godrej in 2006, and forms a key portfolio for Godrej Hershey today. The

Nutrine portfolio has products like Maha Lacto, Maha Choco, Nutrine Eclairs, Nutrine

Lollipop, Nutrine Santra Goli, Aasay, Kokanaka and Honeyfab in the hard candy, éclairs,

toffee, lollipop and roll formats. The confectionery factory is located in Chittoor (Andhra

Pradesh). 

The Beverage portfolio consists of Jumpin (Fruit Drinks), Xs (Juices and Nectars) and Sofit

(Soya Milk). Sofit is the market leader in the niche but fast growing soyamilk market. The

Hershey Chocolate syrup was added to the beverages portfolio in 2008. The beverages

factory is located in Mandideep (Madhya Pradesh), and is one of the largest tetrapak units in

India.

With GHL has four Regional Sales Offices based at Mumbai, Delhi, Chennai and Kolkata.

The organization has a strong sale force of 500 people reaching to more than a million retail

outlets through 1500 distributors spread across expanse of India. 

GHL has an aggressive growth plan to evolve as the market leader in Food & Beverage

space in India. Strong product innovations, brand building, and investments in improving

people and process capabilities would form critical aspects of future growth strategy for the

organization.

The Hershey Company (NYSE: HSY) is the largest North American manufacturer of quality

chocolate and sugar confectionery products. With revenues of nearly $5 billion and more than

13,000 employees worldwide, The Hershey Company markets such iconic brands as

Hershey's, Reese's, Hershey's Kisses, and Ice Breakers. Hershey is the leader in the fast-

growing dark and premium chocolate segment, with such brands as Hershey’s Special Dark,

Hershey’s Extra Dark and Cacao Reserve by Hershey’s. Hershey’s Ice Breakers franchise

delivers refreshment across a variety of mint and gum flavors and formats. In addition,

Hershey leverages its iconic brands, marketplace scale and confectionery and nut expertise to

develop and deliver substantial snacks, including Hershey’s and Reese’s single-serve cookies

and brownies, and value-added snack nuts, including Hershey’s Milk Chocolate Covered

Almonds and Hershey’s Special Dark Chocolate Covered Almonds. Hershey also offers a

range of products to address the health and well-being needs of today's consumer. Hershey’s

and Reese’s Snacksters offer consumers great-tasting snacks in portion-controlled servings,

while Hershey’s dark chocolate offerings provide the benefits of flavanol antioxidants. In

addition, Artisan Confections Company, a wholly owned subsidiary of The Hershey

Company, markets such premium chocolate offerings as Scharffen Berger, known for its

high-cacao dark chocolate products, Joseph Schmidt, recognized for its fine, handcrafted

chocolate gifts, and Dagoba, known for its high-quality natural and organic chocolate bars.

Visit us at www.hersheynewsroom.com. 

About Godrej Hershey Ltd

Godrej Hershey Limited (GHL) is a JV of the Hershey company with the Godrej group based

in Mumbai. Godrej is one of India’s most respected business conglomerates with a turnover

of Rs. 6000 crore (US$ 1.4 Billion). In June 2006, Godrej Foods & Beverages Limited

acquired India’s leading confectionery player, Nutrine Confectionery Company Private

Limited. The core business of GHL is Confectionery, Beverages & Chocolates. The Nutrine

Confectionery portfolio is a significant player in the India sugar confectionery market led by

hard candy leader product Mahalacto. The brand ambassador of Nutrine portfolio is India’s

cricket captain MS Dhoni. The Beverages portfolio is led by Sofit which is a pioneer and

market leader in the emerging Soymilk category and Jumpin is a strong player in the highly

competitive fruit drink category. The company has rolled out the iconic ‘Hershey chocolate

syrup’ which is now made in India.

Godrej Hershey Ltd has its head office in the sprawling Godrej Industries campus in the

eastern suburb of Vikhroli in Mumbai, India. It has three manufacturing locations. The

Mandideep unit near Bhopal in Madhya Pradesh is India’s largest Tetrapak plant. It

manufactures Jumpin, Xs and Sofit. The Chittoor plant in Andhra Pradesh is India’s largest

unit for producing hard boiled candy, éclairs & toffees. The Nalagarh plant in Himachal

Pradesh produces éclairs. The company has regional offices in Chennai, Delhi & Kolkata and

a team of over 200 sales professionals. GHL has a strong retail presence with 2000

distributors. Its flagship product Mahalacto reaches one million outlets across India.

Nutrine Confectionery Company Limited (NCCL): NCCL, a 100%

subsidiary of GHL(Godrej Hershey Limited), is a major player in confectionery business

in India. Its product portfolio includes strong brands such as

MahaLacto, Koko Naka, Milk Eclairs, Honey Fab, Aam Ras, Aasay,

SuperStar and Gulkand.

NCCL recorded growth in sales of 1 5%. The topline growth was led

by distribution expansion, marketing focus and innovations.

The brand architecture was defined for the confectionery portfolio

with all rich, creamy and indulgent toffees coming under “Maha”

brand & all fruity and spicy variants coming under “Nutrine”.

New product “Maha Choco” was launched under the “Maha”

brand & became the third largest confectionery brand in NCCL.

“Santra Goli” was launched under “Nutrine” brand in addition to

the revamping of Aamras & Gulkand. M.S. Dhoni, was signed up

as the brand ambassador for confectionery portfolio. The gross

margin was under pressure due to rising commodity cost of sugar

and milk in 2 008-09. NCCL went live on all business processes in

SAP in September, 2008.

Nutrine Froot Shoot offers burst of different fruit flavours in a bright, colorful & attractive

pack Nutrine Lollipop is a great value for money fruit candy experience on a stick

 

Chennai, July 18th 2009: Godrej Hershey Ltd., one of India’s largest confectionery and

food companies and part of the Godrej Group, announced the launch of two new

confectionery products Nutrine Froot Shoot & Nutrine Lollipop at a very exciting event in the

city with Nutrine brand ambassador M.S Dhoni. The evening also saw mesmerising

performances by Professional Playback Singer – Suchitra, Bollywood Actress – Bhairavi

Goswami & South Indian Actress – Nikisha & Robo Ganesh with over 2500+ trade partners.

Nutrine Froot Shoot offers consumer variety of taste experience through exciting & different

juicy fruit flavours packed in a single roll. It is priced at Rs. 2 per roll and contains different

fruit flavours like Mango, Orange, Lime/Lemon & Strawberry.

Nutrine Lollipop not only offers variety of taste experience through exciting & different fruit

flavours but also comes at an unmatched price of Re.1. It includes fruit flavoured pops in four

different flavours namely Mango, Orange, Pineapple & Lime/Lemon. 

Commenting on the new launches, Mr. Kinshuk Kunwar, Vice President Marketing,

Godrej Hershey Ltd. said, “As market leaders, we are constantly looking for giving our

consumers value added experience and great products. While most products in sugar

confectionery are at 25p/50p price points, we are looking at driving Re1/Rs.2 price points

with better offerings. The twin launches of Nutrine Froot Shoot & Nutrine Lollipop is a step

in that direction. Nutrine Froot Shoot addresses the variety seeking need of kids who are

constantly looking for different taste experience in every moment of their candy consumption

while Nutrine Lollipop is a great value for money fruit candy experience at Re 1. Today

when most of the significant players in lollipop category are operating at Rs.2 it offers an

excellent opportunity for Godrej Hershey to fuel the growth of this category” 

Nutrine Brand Ambassador M.S Dhoni at the launch said, “I am very excited be here to

launch two great products - Nutrine Froot Shoot and Nutrine Lollipop. I love them both

and am absolutely sure that confectionery lovers will enjoy the exciting and juicy fruit

flavours of both. Nutrine has been a part of my growing up years in Ranchi and I still enjoy

the variety of taste experiences that it offers every time I pop a Nutrine into my mouth.”

Godrej Hershey also recently brought the classic and popular Hershey’s Chocolate Syrup to

India. Hershey’s chocolate syrup is thick delicious chocolate syrup that has been loved by

millions of consumers all over the world because of its rich, unforgettable and irresistible

taste.

Nutrine products

Nutrine Lollipops

Children go ga-ga over these delightful super treat from Nutrine. Lovely lip-smacking Lolli

pops in flat shapes. Also unique double flavoured juicy lollies available.

Available in four different fruit flavours, attractive packaging

Nutrine Froot Shoot

Juicy, luscious, tasty disc candies in fruity flavours. Foil-packed to preserve flavour and

freshness.

Multiple lip smacking fruit flavours in one pack(mango, orange, lime, pineapple). Good

for sharing among friends

Nutrine Aamras

Exotic Indian mango pulp centre in an exquisite sugar candy. You'll unwrap a lingering true

mango experience.

 

Nutrine Gulkand

Extract of sweet, delicate Indian roses processed in pure honey and encased in sugar candy. A

classic Indian delicacy.

Ethnic to the core !..

Chocolate Eclairs

Ripples of delicious chocolate centre encased with rich creamy caramel will make you relish

every bite. Share your sweet moment with the complete chocolate eclairs.

It is so tasty-tasty..!

Nutrine Eclairs

An eclair with a white centre. First bite into the caramel coating and then discover the magic

of tempting white Cocoa Butter.

Delicious cream at the center with tasty caramel outer shell….so tasty so creamy !

Nutrine Santra Goli

Delicious hard candy in tasty tangy orange flavour with soft juicy center. The outer shell

gives a long lasting taste experience while inner juicy center gives a refreshing feeling of a

tangy orange juice.

Nutrine Aasay

A luscious vanilla-milk toffee, the heart-throb of kids and teenagers.

Lacto Bon Bon

This ageless mouth watering sweet treat is a classic combination of Milk, Caramel and

Ghee...

Kokanaka Cookies

Coconut

The crunchiest tasty treat with real coconuts, rich milk cream and glucose. A marvelous blend

that sets the cookies trend.

Enjoy the real taste of coconut !..

Kokanaka Cookies

Milk Cream

This all-rich, all-creamy Kokanaka with coconut desiccates is a hot favourite of many for its

extra - rich flavour of milk-cream.

Enjoy the creamy Treat !..

Honey Fab

Rich honey center-filled premium candy. Only one of its kind in the country. Just bite into

and feel the excitement.

Real Honey... pure Trill !..

Office-

Nutrine Confectionery Company Private Limited, Chennai

"Nutrine House", Old No. 232, Kilpauk Garden Road, Kilpauk, Chennai 500 08, Tamil Nadu

ph: +(91)-(44)-26401498  f: +(91)-(44)-26401498