Green positioning strategies for retailers: domestic and multinational companies scenario in India

The continual economic reforms are welcoming the new opportunities and challenges in many sectors in India. This paper examines the opportunities and challenges in Indian Retail sector with reference to domestic and multinational organizations. The retail business operations are different in each sector and aims at different kinds of target customers. They fallow different formats with different positioning advantages. Positioning means the distinct image in the minds of customers in terms of retail formats and the degree of value addition of that store. The success and failure of the retail stores lies in its positioning advantages. Domestic stores are having the positioning advantages are like the nearest, best convenience, best credit, well known, limited space traditional retail formats etc. The multinational companies positioning strategies are the cheapest price, best quality, best shopping experience, best infrastructure; best retail format etc. These best positioning advantages were analyzed along with its value creation to the customer. The environmental corporate social responsibilities of the multinational and domestic companies positioning strategies are discussed in this paper. The modern Green positioning strategies were discussed. The green concept shows the path of new way of retailing i.e. think green, procure green, sell green and convey green for green cities in India. The study advised domestic and multinational companies to adopt the green tailing practices as a part of greenest positioning. Green tailing helps the sustainable growth of the retail industry and sustainable development of the country.