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- Volume 2, No. 1
Abstracts of Papers
Volume 2, No. 1
| January- June 2008 | ||
| Paper Title : An Analytical Study of Retail Stores in India Author(s) : Sambit Kumar Mishra Abstract Many Retail Stores evolved in a very different way from the traditional Stores. They developed from cities to towns, from communities to department stores, hospitals, schools, and stations. This research discusses about whether the efforts of Retail Stores can hold the customers relationship intact. Through relationship management between Stores and customers, this study focuses on its effects on relationship quality and relationship value. Moreover, this article also examines the impact of relationship management upon customer’s loyalty. ...................................................................................................................................... Paper Title : Distribution: A Strategic Variable in the Universe of Luxury Products Author(s) : Bruno Godey , Daniele Pederzoli Abstract This article analyses the recent evolution of the luxury goods sector and especially of the retail and distribution strategy of some major companies. The distribution strategy must address two different issues: first, the need to control the value chain to gain a competitive advantage in a sector that is very rapidly becoming concentrated; second, the need to respond to a desire for emotions and for an aesthetic experience, as expressed by the customers of luxury goods. ...................................................................................................................................... Paper Title : Retailing In Retail Banking: A Paradigm Shift Author(s) : Alok Kumar Rai Abstract There has been tremendous change that Indian Banking has been undergoing through. One such key change has been growth of retail banking. Majority of the growth of new private banks have been in the arena of retail banking both on lending as well as deposit side. The credit policy changes post 1991 coupled with many other factors as clutter at the market place, sacrifice of margins etc. have made the banks rethink the model they have been banking upon for their success. The paper attempts to analyze the dynamics of markets of banking industry. It also studies the processes Indian banks have been resorting to for growth in both top line as well as bottom line. The paper attempts to suggest the strategy and process of providing complete retail experience to the customers which may help banks build customer loyalty and meet the marketing challenges primarily that of keeping the customers for ever and leveraging them for marketing gains. ...................................................................................................................................... Paper Title : Roadmap for Organized Retailing in Rural India Author(s) : Harvinder Singh Abstract More and more Indian business houses are planning to make a foray into rural markets while some of them are going to implement the organized retailing model. Keeping in view the development indicators, potentialities are immense. There are inherent problems in the way products and services are retailed in rural India. Organized retailing would surely bring in its virtues and address some of these issues effectively. But there is a need to understand that rural market dynamics are a lot different from its urban counterpart. So organizations that are willing to bring organized retailing model to rural markets need to adapt it suitably as per the local requirements. Starting with the application of ‘Wholesale-retail’ model instead of purely retail model; these organizations should be very careful in identifying opportunities, identifying rural clusters, determining product/service mix and scope of activities, adopting ‘in and out’ approach, develop integrated value-chain, infrastructure, pricing and promotion etc. If proceed carefully, rural markets promise to be the markets of future for organized retailers ...................................................................................................................................... Paper Title : Enhancing Competitiveness & Customer Satisfaction through Flexible Retail Supply Chains in India Paper Title : Globalisation vs Glocalisation :Wal-Mart’s dilemma Paper Title : CRM in Action: A Case Study of Tata Power The relevance of CRM at a power utility is best explained by what Theodore Levitt in his article Marketing Myopia says: “Electric Utilities- This is another one of those supposedly “no substitute” products that has been enthroned on a pedestal of invincible growth. How can anybody miss by investing in utilities, with no competition, nothing but growth ahead? But a second look is not quite so comforting. A score of non-utility companies are well advanced toward developing a powerful chemical fuel cell….The electric lines that vulgarize so many neighborhoods would be eliminated….Also on the horizon is solar energy… Who says that the utilities have no competition? They may be natural monopolies now, but tomorrow they may be natural deaths.”The last two lines encapsulate the importance of differentiation required even in an industry like power supply. TATA Power today might enjoy a monopoly, especially in the Mumbai region but one can already sense the influence of a gargantuan company like Reliance in the market, which is ready to give a tough competition to TATA Power few years from now. This differentiation would creep in not because of the product, i.e electricity, which is a standard product, but would be brought about by the quality of value-adding services provided by the company. In such a scenario it becomes very important to be customer-oriented and thus, keep a track of their needs and requirements to continue delivering them the same. This is integral to a business entity like Tata Power which not only manufactures and sells a product i.e electricity but is also involved in its transmission and distribution thus becoming a service providing company. Being customer oriented not only helps the company in differentiating the product, but also help in enhancing the loyal customer base, thereby, strengthening the process of customer retention, which is economical to the company as it becomes five times more expensive to acquire a new customer than to retain an existing one. Today, with a customer base of 23,000 customers in Mumbai, it makes a very strong case for Tata Power to properly and efficiently manage its relationship with customers |
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