Channel/Retail: The Indian

Perspective

Wednesday, December 08, 2021

 Foreward
 Retail Sector in India: An Overview
 Retail Sales Pie.
 Organised Retail penetration – Sector-wise
 Compounded Annual Growth Rate
 Estimated Sales Figures.

 The Opportunities
 Media Scene
 Media Penetration in the TG.
 Industry Specific Verticals to reach the TG.

 Communication Activities.

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Retail Sector in India.

Source : Ernst & Young: The Great Indian Retail Story

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Retail Sales Pie-2007

Source : Images Retail

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Organised Retail Penetration across
categories

Source : Ernst & Young: The Great Indian Retail Story 5

The History

Source : Economic Times Retail Knowledge Series 6

Estimated Sales of Consumer Durables
Category

Estimated Sales in mns. USD $ %

Sales 16440
Organised Sector Size 822 5%
Un organised sector size 15618 95%

GREAT OPPORTUNITY

Figures in $ mn
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 Opportunities
• Consumer Pull : Rising Income and greater purchasing power of
the Indian customer.
• Growing urbanization leading to variety of customer needs.
• Significant increase in the number of brands leading to increased
choice.
• Media boom leading to increased level of awareness levels and
exposure levels to international trends and concepts.
• Psychographic changes leading to changes in consumer
behaviour.
• The most significant development in regulatory aspects is to allow
51 % FDI in channel outlets catering single brand.

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 Media Penetration in the TG (25-44 SEC AB
Male)
All AP Assam Bihar CHD Chht Delhi Goa Gujarat Haryana HP JnK Jhar Kar Ker MP Mah Orissa Punjab Raj TN UP Utt WB Blore Chennai Delhi Hyd Kol Mumbai
Est. Individuals ('000s) (000s) 15390 1092 259 431 70 218 1455 39 1016 348 51 33 324 874 295 714 2507 376 552 707 1167 1572 124 1164 324 408 1455 358 795 1187
Press Col % 94 93 97 97 95 91 94 100 88 93 99 88 95 91 98 94 93 90 89 98 97 97 95 94 95 96 94 95 94 92
TV Col % 88 95 85 65 95 84 90 100 84 86 94 95 89 95 92 91 87 91 93 86 95 80 93 85 96 97 90 95 85 90
Satellite Col % 78 93 65 49 95 64 87 94 70 77 89 88 76 92 85 70 75 74 86 65 93 66 77 78 94 97 87 94 80 86
Radio Col % 27 16 34 27 26 13 35 36 20 20 24 16 19 30 27 23 29 13 13 29 46 26 12 28 45 46 35 26 34 29
Cinema Col % 11 25 1 6 10 6 12 20 12 6 1 6 5 20 11 9 11 6 4 5 18 5 3 4 27 13 12 23 4 12
Internet Col % 21 22 18 9 26 14 39 34 12 18 16 13 27 15 23 16 23 25 9 15 30 16 17 21 22 38 39 36 25 31
Press + TV Col % 99 99 99 99 99 100 99 100 96 97 100 100 100 100 100 99 99 98 98 100 100 99 100 99 100 100 99 100 99 99
Press + Satellite Col % 98 99 99 99 99 99 99 100 95 97 100 100 99 99 100 98 98 97 96 99 100 98 98 98 100 100 99 100 98 99
Press + Radio Col % 95 94 97 98 95 92 95 100 89 93 100 88 96 93 99 95 95 91 90 98 98 97 96 95 95 97 95 95 96 94
Press + Cinema Col % 94 94 97 98 95 91 94 100 89 93 99 88 95 93 98 95 93 90 89 98 97 97 95 94 95 96 94 95 94 92
Press + Internet Col % 94 93 97 97 95 91 94 100 89 94 99 88 95 92 98 94 94 91 89 98 98 97 95 94 95 97 94 95 94 93
Press + TV + Satellite Col % 99 99 99 99 99 100 99 100 96 97 100 100 100 100 100 99 99 98 98 100 100 99 100 99 100 100 99 100 99 99
Press + TV + Radio Col % 99 99 99 99 99 100 99 100 96 97 100 100 100 100 100 99 99 98 98 100 100 99 100 99 100 100 99 100 99 99
Press + TV + Cinema Col % 99 99 99 99 99 100 99 100 96 97 100 100 100 100 100 99 99 98 98 100 100 99 100 99 100 100 99 100 99 99
Press + TV + Internet Col % 99 99 99 99 99 100 99 100 96 98 100 100 100 100 100 99 99 99 98 100 100 99 100 99 100 100 99 100 99 99
Press + Satellite + Radio Col % 98 99 99 99 99 99 99 100 95 97 100 100 99 99 100 98 98 97 96 99 100 98 98 98 100 100 99 100 98 99
Press + Satellite + Cinema Col % 98 99 99 99 99 99 99 100 95 97 100 100 99 99 100 98 98 97 96 99 100 98 98 98 100 100 99 100 98 99
Press + Satellite + Internet Col % 98 99 99 99 99 99 99 100 95 98 100 100 99 99 100 98 98 98 97 99 100 98 98 98 100 100 99 100 98 99
Press + Radio + Cinema Col % 95 95 97 99 95 92 95 100 89 93 100 88 96 94 99 96 95 91 90 98 98 97 96 95 95 97 95 95 96 94
Press + Radio + Internet Col % 95 94 97 98 95 92 95 100 89 94 100 88 96 93 99 95 95 91 91 98 98 97 96 95 95 97 95 95 96 94
Press + Cinema + Internet Col % 94 94 97 98 95 91 94 100 89 94 99 88 95 93 98 95 94 91 89 98 98 97 95 94 95 97 94 95 94 93
Press + TV + Satellite + Radio Col % 99 99 99 99 99 100 99 100 96 97 100 100 100 100 100 99 99 98 98 100 100 99 100 99 100 100 99 100 99 99
Press + TV + Satellite + Cinema Col % 99 99 99 99 99 100 99 100 96 97 100 100 100 100 100 99 99 98 98 100 100 99 100 99 100 100 99 100 99 99
Press + TV + Satellite + Internet Col % 99 99 99 99 99 100 99 100 96 98 100 100 100 100 100 99 99 99 98 100 100 99 100 99 100 100 99 100 99 99
Press + TV + Radio + Cinema Col % 99 99 99 99 99 100 99 100 96 97 100 100 100 100 100 99 99 98 98 100 100 99 100 99 100 100 99 100 99 99
Press + TV + Radio + Internet Col % 99 99 99 99 99 100 99 100 96 98 100 100 100 100 100 99 99 99 98 100 100 99 100 99 100 100 99 100 99 99
Press + TV + Cinema + Internet Col % 99 99 99 99 99 100 99 100 96 98 100 100 100 100 100 99 99 99 98 100 100 99 100 99 100 100 99 100 99 99
Press + Satellite + Radio + Cinema Col % 98 99 99 99 99 99 99 100 95 97 100 100 99 99 100 98 98 97 96 99 100 98 98 98 100 100 99 100 98 99
Press + Satellite + Radio + Internet Col % 98 99 99 99 99 99 99 100 95 98 100 100 99 99 100 98 98 98 97 99 100 98 98 98 100 100 99 100 98 99
Press + Satellite + Cinema + Internet Col % 98 99 99 99 99 99 99 100 95 98 100 100 99 99 100 98 98 98 97 99 100 98 98 98 100 100 99 100 98 99
Press + Radio + Cinema + Internet Col % 95 95 97 99 95 92 95 100 89 94 100 88 96 95 99 96 95 91 91 98 98 97 96 95 95 97 95 95 96 94
Press + TV + Satellite + Radio + Cinema Col % 99 99 99 99 99 100 99 100 96 97 100 100 100 100 100 99 99 98 98 100 100 99 100 99 100 100 99 100 99 99
Press + TV + Satellite + Radio + Internet Col % 99 99 99 99 99 100 99 100 96 98 100 100 100 100 100 99 99 99 98 100 100 99 100 99 100 100 99 100 99 99
Press + TV + Satellite + Cinema + Internet Col % 99 99 99 99 99 100 99 100 96 98 100 100 100 100 100 99 99 99 98 100 100 99 100 99 100 100 99 100 99 99
Press + TV + Radio + Cinema + Internet Col % 99 99 99 99 99 100 99 100 96 98 100 100 100 100 100 99 99 99 98 100 100 99 100 99 100 100 99 100 99 99
Press + Satellite + Radio + Cinema + Internet Col % 98 99 99 99 99 99 99 100 95 98 100 100 99 99 100 98 98 98 97 99 100 98 98 98 100 100 99 100 98 99
All media Col % 99 99 99 99 99 100 99 100 96 98 100 100 100 100 100 99 99 99 98 100 100 99 100 99 100 100 99 100 99 99

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Industry Specific Verticals to reach the TG
Industry Publication Periodicity
IT/ITES?Hardware Chip Monthly
T3 Monthly
Computer Active Monthly
Digit Monthly
Living Digital Monthly
Network Computing Monthly
CRN Fortnightly
BenefIT Monthly
IT Monthly
Linux For You Monthly
TWICE Monthly
PC Mag Monthly
CTO Fortnightly
PC Quest Monthly
Dataquest Fortnightly
DQ Channels Fortnightly
DQ Week Weekly
Apparel/Textile Apparel Monthly
Modern Textiles Bi-Monthly
Automotive Auto Bild India Fortnightly
India Today Auti Monthly
BBC Topgear Monthly
Auto India Monthly
Auto Monitor Fortnightly
Autocar Monthly
Autocar Proffessional Fortnightly
Car India Monthly
Bike India Monthly
Overdrive Monthly
What Car Monthly
Electronics Electrical & Electronics Monthly
Electronics For You Monthly
Chemical/Pharma Chemical W orld Bi-Monthly
Modern Medicare Monthly
Modern Pharmaceauticals Monthly
Modern Plastics & Polymers Monthly
ET Polymers Bi-Monthly
Bio Spectrum Monthly
Banking/Insurance etc Business & Economy Fortnightly
The W eek Wallet Monthly
Money Today Fortnightly
Imperia(HDFC Bank) Monthly
ICA I Monthly
Retail Retail Biz Monthly
Images Retail Monthly
Images Retail(hindi) Monthly
Progressive Grocer Monthly
Machinery/Engg Modern Machine Tools Monthly
The Machinist Monthly
Times Journal of Construction & Design Monthly
Design Today Monthly
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Communication Activities to be carried out.
• Print Activity.
• Flyers.
• In shop branding – Panels containing Dell Branding.
• Banners.
• Tear Pads.
• Leaflets.
• Danglers.
• Event Branding
• Vehicle Branding – Bus, Van etc.
• Poser light boxes.
• Standees.
• Posters.

Note: Except Print, all other activities are carried out directly by Dell, with
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creative support from Enfatico