Mm Wholesale 2nl28

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Æ m Wholesaling À All activities involved in selling goods and services to those buying for resale or business use.

m Wholesaler À A firm engaged primarily in wholesaling activity.

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Wholesaling m Wholesalers add value by performing the following functions: À Selling and promoting À Buying and assortment building À Bulk-breaking À Warehousing À Transportation À Financing À Market information

Wholesaling m Wholesaler Marketing Decisions À Target market and positioning m Targeting may be made on the basis of size of customer, type of retailer, need for service

À Marketing mix decisions m Product and service assortment m Pricing: usually markup standard percent m Promotion: largely disorganized and unplanned m Place: location, facilities

Wholesaling in INDIA m Delhi biggest consumption centerñ m It has attained the status major distribution centerñ m mployed -160000 persons m In storage- 7000 persons m In warehousing 27000

Sub city level distribution Places

Speciality

Azadpur

Fruits / vegetables

Okhla

Fruits / vegetables

Narela

Food grains

Naraina

Iron/steel

Sanjay Gandhi transport centre

Transport/warehousing

Rohtak road transport centre

Transport/warehousing

Najagarh

Food grains

Wholesale Vs Retail Trade Wholesale m Mperate on large scale. m Needs large capital m Low price and margins m Act as 1st outlet in distribution m Showroom not required.

Retail m Mperate on small scale. m Needs limited capital m Relatively high prices and margins. m Act as end outlet in distribution m Showroom is required.

Types of Wholesalers m Wholesale Categories:

· Products Carried ·Promotional activities ·Distribution ·Service level ·Product ownership

Products carried m General merchandise m Specialty merchandise

romotional activities m wxtensive promotion m Limited promotion

Æistribution m Stationary location · Customer accessible · Not customer accessible m Non Stationary location · Mobile · No facilities

§ervice m Full service m Limited service m No service

M nership m Do take title m Do not take title

~unctions of Wholesalers m m m m m m m m m

Maintenance of sales force §torage Æelivery to retailers ~inancial help to both manufacturers & retailers Merchandising §ales promotional ork roduct servicing Marketing information Risk-bearing























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§ å Mrder collection å Risk transfer å Concrete relief å Expert advice

§ervices to the RETAILER§ ü § üÆ ü § ü

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The Type of Wholesale Middleman to be used in a Channel of Æistribution Ý ! " #

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genefits of m Provide Access to Products m Provide Access to Markets

holesaling

Trends in Wholesaling ÀPrice competition is still intense ÀMust add value by increasing efficiency and effectiveness ÀThe distinction between large retailers and wholesalers continues to blur ÀMore services will be provided to retailers

Concerns m m m m m

Disintermediation Facility Location Transportation Costs Adapting to New Technologies Mffering Non-Product Assistance



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