entering the market but all of them have not reached yet tasted success because of the heavy

initial investments that are required to break even with other companies and compete with
them .Retailing in India is one of the pillars of its economy and accounts for about 10 percent of
its GDP. The Indian retail market is estimated to be worth $1.3 trillion as of 2022. India is one of
the fastest growing retail markets in the world, with 1.4 billion people

Retail communication consist of the mix of activities carriers of 2003, India’s retailing industry
was essentially owner staffed small shops. In 2010, larger format convenience stores and
supermarkets accounted for about 4 percent of the industry, and these were present only in large
urban centres. India’s retail and logistics industry employs about 40 million Indians (3.3% of
Indian population). In November 2011, India’s central government announced retail reforms for
both multi-brand stores and single-brand stores. These market reforms paved the way for retail
innovation and competition with multi-brand retailers such as Walmart, Carrefour and Tesco, as
well single brand majors such as IKEA, Nike, and Apple. The announcement sparked intense
activism, both in opposition and in support of the reforms. In December 2011, under pressure
from the opposition, Indian government placed the retail reforms on hold till it reaches a
consensus.

In January 2012, India approved reforms for single-brand stores welcoming anyone in the world
to innovate in Indian retail market with 100% ownership, but imposed the requirement that the
single brand retailer source 30 percent of its goods from India. Indian government continues the
hold on retail reforms for multi-brand stores. In June 2012, IKEA announced it had applied for
permission to invest $1.9 billion in India and set up 25 retail stores. An analyst from Fitch Group
stated that the 30 percent requirement was likely to significantly delay if not prevent most single
brand majors from Europe, USA and Japan from opening stores and creating associated jobs in
India . .On 14 September 2012, the government of India announced the opening of FDI in multi-
brand retail, subject to approvals by individual states. On 20 September 2012, the Government of
India formally notified the FDI reforms for single and multi brand retail, thereby making it
effective
B. Establishment of the promotional budget factors:

Following factors affect the decision making of the advertising budget:

• What are the plans of the company and to what extent it wants to advertise it’s products
• What are the expansion opportunities available in the market and does the company have
enough finances available to tap that unserved market? If the company has the plans of
targeting the gnu market then it has to allocate separate funds for promoting the products
in that market right from the starting. If the it retailer focus is just on the already existing
market then the objectives may be different and he may like to offer some sales
promotion schemes to attract dog customers.
• The level of competition existing in the market also affects the promotion budget. If the
competition growing with level is more and the competitors regularly come up with
innovative strategy comparatively more budget. Is needed to counter the effect.
• The stays of the product life cycle.
• The type of the product.

C. Deciding on the suitable time span add the message

The decision is taken on the timing of the promotional campaign. The retailer decides that which
message is to be communicated through which particular media. The date of the and the time
slots in the kiss of electronic media are decided keeping in view the maximum number of target
segment assessable at that time. The message is considered effective by the desired response
from consumer and the stays in buying process. The retailers design different advertisements for
the same product in same media so as to enforce the brand recall and to attract the customer
through different ways. The retailers then verify which message is most attractive and from
which agency was it developed in order to manage the future transactions. The retailers design
different advertisements for the same product in the same media so as to enforce the brand record
and to attract the customer through different ways. The retailers then verify which message is
most attractive and from which agency was that redeveloper in order to manage the future
transactions.

D. Selecting the Retail communication mix:

iii. Merchandise display:

The art of. Displaying the products inside the retail store and the sport mechanism in order to
guide customers also have a great effect on the customer experience. Imagine a customer who
visits the retail store and the store has the facility of self-service where the customer can roam in
the store and pick his merchandise double duct which the lady customer likes is placed so above
that she is not able to reach there owing to her low weight. Does Siri will walk out dissatisfied
and will never like to visit again.

iv. Websites:

The retailers use the online medium in order to promote their product in several ways.Most of
the companies have their own websites where the products along with their features price place
of sale and the 360 degree view of the product is available in order to facilitate the customer.
Others zoos the famous sides such as those of newspapers and display their advertisements in
forms of banners on those sites.

v. Mobile communications:

Generally sellers send them personal form of messages or calls in the form of mass promotion.
The mobile phone losers are sent SMS made the calls in bulk with a view to have a certain
percentage of conversion rate.

vi. Sales promotion:

It consists of the paid promotion communication activities other than advertising and personal
selling dare stimulate consumer purchase. Retailers add distinct themes and provide various
values for the customer in this way of promotion. They are evil to pull traffic and increase the
impulse purchases by creating fun with shopping for customers. This can be used as a
supplement to other ways of promotion as it has only short term effects and cannot be zoos
alone. Series promotion schemes are not able to change buyers non acceptance for undesired
product and they are able to generate one time sales only they generally help to sell the declining
products in off season.

 Paid personal communication:

I. Personal selling: Personal selling involves the two way flow of communication
between a buyer and seller often in a face to face encounter designed to influence a
persons or groups purchase decision.