Presentationofd Mart 120911121537 Phpapp01

8/13/2019 Presentationofd Mart 120911121537 Phpapp01

1/30

Given by:-

GANESH B. RAWOOL.


2/30

Retail shops comes under servicesector mangement.


3/30


4/30

In this situation, well carved-out retail marketingstrategy is essential which is specially designed formaintaining Customer Relationship Management

and also which is the need of the hour.


5/30


6/30

D-MARTMEHNAT HAMARI BACHAT AAP KI...!


7/30


8/30

MISSION

TO BE THE LOWEST PRICED RETAILER

IN THE AREA OF OPERATION / CITY /

REGION.

VISION

IT IS OUR CONTINOUS ENDAVOUR TO

INVESTIGATE, IDENTIFY & MAKEAVAILABLE NEW PRODUCT CATEGORIESFOR CUSTOMERS EVERYDAY USE & AT

THE BEST VALUES THAN ANYBODY ELSE


9/30

LOCATION Situated at Koparkhairane since the last seven years.

This area has got lot of potential in terms ofcustomers.The middle income group mainly resideshere and nearby areas.

There is lot of traffic (both vehicular and pedestrian).Also it is easy to access from Koparkhairane side since

TMT, NMMT, KDMT and BEST bus stop isnearby.


10/30

Large frontage makes mall clearly visible fromoutside.

ATMs are available near the mall for one towithdraw money, if required.


11/30

LAYOUT

All FMCG products which are used daily are kept onthe ground floor

The Vegetables and medicines counter are also situated

on the ground floor. The first floor is mainly for apparels/Garments.

Mens, women and kids wear are available on this

floor The second floor stores all the home appliances,

utensils, sports equipments, and gift articles etc.


12/30

Each section has one attendant on average. The floorcleaning activity is outsourced.


13/30

EXTERIOR DESIGN The exterior also houses baggage counters and safe

deposits

Certain food and refreshment stalls for the shoppers to

enjoy. Metal railing are built for the shoppers to sit and rest.

Security personnels are employed to check the

customers with metal detectors for security reasons. There is a single door for entry, whereas two doors for

exit.


14/30

Located in the middle of koparkhairane. The exteriordesign is very ordinary and functional at best. Itconsists of a three storey complex. The building is

painted white with D-MART logo clearly visiblefrom the road.


15/30

INTERIOR DESIGNThe interiors are green, associating it with the colour

of their logo.

The whole store was floored with ceramic tiles.Adequate light was focusing on product for theconvenience of the customers.

Music was pure soft hindi music which appealed to the

target customers.


16/30


17/30


18/30

CATEGORY OF PRODUCTS1. Grocery

2. Fruit & Vegetables

3. Beverages

4. Frozen Food

5. Dairy products

6. Personal andHome care

7. Footwares

8. Cosmetic Items/Beauty care

9. Medicines

10. Household utensil

11. Fashion accessories.

12. Movie CDs and

Gifts articles

13.Apparels/Garments


19/30

MERCHANDISE The product mix is good & lot of variety is available. The assortments for apparels is done as per the price

and size.

The D-Mart offer price and the Max. RetailPriceboth were visible on the price card During the festival season, the festival items are kept

in the main area.

A wide variety of festival and decorative items forGanpati and Navratri festival are kept along themain passage.


20/30

The whole area was divided as per the products thatthey offered like apparels, stationeries, crockerys,sanitary items, gift articles, steel items, detergents,

vegetables, fruits, etc.


21/30

ADVERTISING & PROMOTION

D-Mart hoardings can be found on the lamp-posts onmajor roads in Navi Mumbai area.

D-MART usually advertises in major newspapersgiving information about their latest offers

Promotion and sales offers were present for most ofthe items.

E.g. There were a discount of 10 % on allCINTHOL products and Cadbury chocolates.


22/30

There was one separate whole shelf for products thatwere offered at huge discount

for instance HALDIRAM sweets were selling at

Rs.25 wherein the actual MRP was Rs.45.


23/30

PRICING The prices offered are economical in D-mart. EDLP (Everyday low pricing) pricing strategy is

followed.

D-Mart offers minimum 2% to 10% discount onMRP and straight 5% on medical product, exceptgrocery, vegetables and fruit items.

(Bundled price) Two or more products were packed

and were available at a discounted price.E.g.:- Santoor soap bundled along with a Wipro

CFL bulb.


24/30

Multiple unit pricing: - This strategy was followedfor stimulating sales.

E.g.:- Soap bars bundled together


25/30

CRM STRATEGIES /PRACTICES

Setting up an Image of a DISCOUNTSTORE:-

Now days people more attract towards

discount stores. D-Mart is Retail store which comewith the discount rate of product.

They give discount on all the daily usage

product. Because of this customers are automaticallyattract towards them.


26/30

Offers VALUE FOR MONEY.

Provides a lot of offers:-

Some for a specific period

Some throughout the year

TARGET GROUP:-

Value conscious

Upper / Lower middle income customers.


27/30

SWOT ANALYSIS FOR D-MART

STRENGTH:

- Low price, competitive price

- Good/stable image as a retail store

- Spacious and situated at a primelocation

WEAKNESS:

- Low brand loyalty among customers. Bigbazaar has huge loyalty factor

- Poor space utilization in stores.


28/30

- No backing of a known corporate/businesshouse.

- Doesnt sell electronic equipments, which are

currently in huge demand.eg Laptops,Plasma TVs,Digital cameras,Mobile phones.

- Stand alone stores, not situated in any

commercial building/malls/hub.


29/30

OPPORTUNITIES:- Booming retail sector.

- Limited presence in Suburbs, town markets can

be potential untapped markets in major cities. THREAT:

- Presence of competitors like Big bazar,

Walmart, Reliance retail.- Global Retail MNC S can open individual

stores once FDI cap is removed.


30/30

Presentationofd Mart 120911121537 Phpapp01

Documents