PROGRAMME ON

Managing Retailing
November 24 - 28, 2003
challenges faced in delivering the required values shopping experience

retailing as a brand

managing retailing

We define retailing as the activity that ensures final delivery of products and services to the end customer.

changing values

PROGRAMME ON

Managing Retailing
November 24 - 28, 2003

he Indian retail landscape is undergoing a process of evolution, and is poised to undergo a dramatic transformation. The Indian retail is one of the biggest industries of India with a turnover of around $180 billion. On the global level, retailing is the largest private sector industry accounting for 10-11% of the GDP. The key drivers fuelling the retailing boom in India are the growing Indian middle class with increasing disposable incomes, continually changing lifestyle and buying behaviour of consumers, availability of better products and shopping options, change in womens status, family structure, and the surging rural demand. The challenges faced by the retailing industry are high cost of real estate in India, complex regulatory regime, inefficiencies in supply chain, paucity of expert management and trained staff, high cost of funds and ban on Foreign Direct Investment (FDI) in retailing. Globally, India has the highest absolute number and the highest percapita number of retail outlets. With close to 13 million outlets, India has the largest retail outlet density in the world. Thirty two per cent of these outlets are in urban areas and they are likely to grow by 1 million per annum. FMCG stores account for nearly 75 per cent of these retail outlets. Stores that are more than 800 sq.ft. in size constitute only 3 per cent of the establishments. As much as 96 per cent of the 5 million-plus outlets are smaller outlets with average area of less than 500 square feet. This so very unique to India and hence a lot of ideas in retailing can not simply be borrowed from other contexts. Thus, a course focusing on the retail context in India and issues in retail management is, perhaps, a call of the hour. OBJECTIVES The course aims at building the perspectives from both the brand owners (in terms of managing retailing) and the retail businessperson (in terms of managing the retail business). Specifically, the objectives of the course are to: Explore the changing value as sought by customers at the retail point Understand the challenges faced in delivering the required values Expose participants to the key approaches to managing retailing Learn from some of the best practices

PEDAGOGY The course would utilise a mix of methods including (1) presentations and discussions led by instructors, (2) case discussions, and (3) presentations and discussion led by guest faculty (brand owners, retailers, and consultants). In each case session, the participants are expected to analyse, discuss, and suggest suitable course of action for the situation in the assigned case. Equally important would be the task of understanding concepts and ideas from the readings and articles given to the participants. CONTENTS Some of the main aspects included in the programme are as follows: Understanding Consumers as Shoppers Understand the Retail Business Understanding the Challenges of Indian retailing Managing Efficient Consumer Response at the Outlet Demand Forecasting Category Management Supply chain Management Inventory Management Retail Promotion Effective Marketing Decisions Using POS Data Buying for Better Results Customer Relationship Management Technology in Retail

VENUE The programme will be held at the Kasturbhai Lalbhai Management Development Centre (KLMDC), Indian Institute of Management Campus, Ahmedabad, India. Accommodation will be provided on the basis of two participants sharing a double room. FEE Rs.27,000 per participant (US$ 700 for participants from other countries), payable in advance, includes tuition fee, charges for teaching materials, and room and board. Please send the fee by demand draft in favour of Indian Institute of Management, Ahmedabad. No refund of fee is allowed unless intimation of withdrawal is received at least 15 days before the programme commences. Organizational sponsorship is essential. NOMINATIONS AND INQUIRIES Nominations must reach Manager (MDA), Indian Institute of Management, Vastrapur, Ahmedabad 380 015 by November 1, 2003. Nominated executives and sponsoring organizations will be notified of the programme facultys decision regarding acceptance of participants immediately thereafter. For further information, please write to the Manager (MDA), Indian Institute of Management, Vastrapur, Ahmedabad 380 015.
Phone: 91-79-6324071-5 (MDP)/6308357, 6307241 (General) Fax: 91-79-6300352 (MDP)/6307896 (General) email: mdp@iimahd.ernet.in website: www.iimahd.ernet.in

FACULTY Piyush Kumar Sinha (email: pksinha@iimahd.ernet.in) G. Raghuram (email: graghu@iimahd.ernet.in) Abhinandan K. Jain (email: akjain@iimahd.ernet.in) FOR WHOM Senior Managers in Sales and Distribution at Marketing Companies Regional/Branch Heads of Marketing Companies Brand Managers Senior Managers in Retail Companies

ALUMNI ASSOCIATION Participants will become members of the IIMA Alumni Association on completion of the programme. The alumni enjoy certain benefits with regard to the Institutes publications, facilities, and activities.