Ujawla Project

CHAPTER 1

AIMS OF THE PROJECT

1. To study the importance of marketing mix in retail business with special reference to Dmart.

2. to study the price ,product, presentation in D-mart services and product provided to the customers as per their requirement with special reference to Dmart.

3. To analyses the contains of the marketing mix.

4. To deliberate the franchising system in retailing.

CHAPTER 2

Objectives of the project

1. To study the process in marketing mix in Dmart retailing.

2. To understanding the importance of price, product and place.

3. To analyze the importance of franchising in retail sector like Dmart.

4. To know the services provided by Dmart.

CHAPTER 3

Hypothesis

In todays commercial business work the competition is more powerful than before. Therefore the marketing mix is an important point to increase the profitability in retail sector in dmart which leads to increasing a goodwill and image of the company.

Price, product, place , presentation , people, promotion, process are alsoplays an important role in marketing mix in dmart sector

The dmart business is goes down failure without this elements of marketing mix. Consumer are not get influents or satisfaction without this elements. As you can see in the competition world there is other competitors like big bazar, MacDonald, or wallmart which provide the marketing mix services more than dmart. Therefore some times dmart has not earn profit or not win competition in the market.

CHAPTER 4

Scope and limitations

Scope:-

1. This project is beneficial for those people who is study about the marketing mix in dmart sector.

2. This project is beneficial for those individuals who wanted to open their business in Retail Sector with marketing mix.

3. This Project is important for those retailers who wanted to continue their business with extra or additional ideas and knowledge.

Limitations :-

The Dmart is an one type of retail business which provides goods marketing mix services to the consumers to win the competition in the market. But the Retailer can not cross the limit which is not beneficial for their business.

Following are the limitations of Dmart :-

1. Dmart is applicable for those consumer who wants to buy good quality of product and services with good marketing mix services.

2. The Retailer does not sale their product with low quality of marketing mix services to the customer.

3. The area which located in Dmart sector, this area is beneficial for those consumer who is living that area.

CHAPTER 5

Information of the Company in Marketing mix

Dmart

 INTRODUCTION OF PROJECT :-

As a part of our study of MBA programme, we are given capstone project work to developour analytical faculties as professional students. In relation to the aforementioned objective the project undertaken by us covers marketing analysis of national. The study converges on two majorgiants in global market:

D-Mart

Services

The service offered was somewhat okay. As soon as we went in, the security (lady) informed us that she was putting our belongings inside a D-Mart’s green clothed bag and sealing it. Even the purse bag of my mother was sealed inside. We had to argue with the security guard and finally we managed to get the purse out. We began shopping with 10 minutes of wasted time and a rather bad mood to beginShoppingwith.

The staff was unfriendly and unfamiliar with rules. It seemed as if they wanted to sell without understanding the requirements of the customer. On the Priya pickle offer ( 1free for 2 bought) the staff lady wanted us to buy the same pickle three

times. This was a stupid idea, what would we do with 3 achaars of the same mango, or ginger, or lime? Finally after we explained the stupidity behind her reasoning she relented and let us chooses a variety of three.

Customer Service:-

At D-Mart it is our endeavor to provide you with best in class service. You can reach us and may email us. We will make all attempts to respond to you as early as possible.

Also, for your assistance and faster resolution of your queries, we have created a list of Frequently Asked Questions FAQs with our answers to them. You can find those in the FAQs sectionCustoCustomer Servicesmer Services

PricesThe prices offered are economical over here. D-Mart offers minimum 5% discount on MRP on all items except medicines, grocery and vegetables and fruit items.

Personal Selling

There were personal Personal Selling for some newly launched products . We encountered an instance of personal selling for Procter and Gamble products like the olay cream.Also there was a huge amount of personal selling in case of perfumes and cosmetics.

PromotionPromotion and sales offers were present for most of the items.There were a discount of 10 % on all Navneet products and Cadbury celebrations.There was one separate whole shelf for garbage dust bin bags selling at Rs.29 wherin the actual MRP was Rs.45.In case of apparels there is a variety available ranging from menswear,womenswear and kidswear.

Presentation of the Dmart :-

Presentation of d mart :-

1. Given by:- GANESH B. RAWOOL.2.   Retail shops comes under service sector mangement.3.   ABSTRACT:India is loand increasing RETAIL

opportunities. Retailing has bright prospects, propelled by the lifestyle changes taking place among the customers. The retailers have realized that creating superior customer service is the key for their success. The challenge to the retailer is not only to satisfy the customers, but also to delight and retain relationship with the customers.

4. In this situation, well carved-out retail marketing strategy is essential which is specially designed for maintaining Customer Relationship Management and also which is the need of the hour.

5.   D-MARTMEHNAT HAMARI BACHAT AAP KI...!6.   MISSION“ TO BE THE LOWEST PRICED RETAILER

IN THE AREA OF OPERATION / CITY / REGION.” VISION IT IS OUR CONTINOUS ENDAVOUR TO

INVESTIGATE, IDENTIFY & MAKE AVAILABLE NEW PRODUCT CATEGORIES FOR CUSTOMER’S EVERYDAY USE & AT THE BEST VALUES THAN ANYBODY ELSE.

7. LOCATION Situated at Koparkhairane since the lastseven years. This area has got lot of potential in terms of customers.The middle income group mainly resides here 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 is nearby.

8. Large frontage makes mall clearly visible from outside.ATMs are available near the mall for one to withdraw money, if required.

9.   LAYOUT All FMCG products which are used daily are kept on the 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.

10. Each section has one attendant on average. The floor cleaning activity is outsourced.

11.   EXTERIOR DESIGN The exterior also houses baggagecounters 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.

12.   Located in the middle of koparkhairane. The exterior

design is very ordinary and functional at best. It consists of a three storey complex. The building is painted white with D-MART logo clearly visible from the road.

13.   INTERIOR DESIGN The interiors are green, associatingit with the colour of their logo. The whole store was floored with ceramic tiles. Adequate light was focusing on product for the convenience of the customers. Music was pure soft hindi music which appealed to the target customers.

14.   CATEGORY OF PRODUCTS 1. Grocery 8. CosmeticItems/ 2. Fruit & Vegetables Beauty care 3. Beverages 9. Medicines 4. Frozen Food 10. Household utensil 5. Dairy products 11. Fashion accessories. 6. Personal and 12. Movie CD’s and Home care Gifts articles 7. Footwares Apparels/Garments

15.   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. Retail Price both 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 for Ganpati and Navratri festival are kept along the main passage.

16.   The whole area was divided as per the products that theyoffered like apparels, stationeries, crockery’s, sanitary items, gift articles, steel items, detergents, vegetables, fruits, etc.

17.   ADVERTISING & PROMOTION D-Mart hoardings can be found on the lamp-posts on major roads in Navi Mumbai area. D-MART usually advertises in major newspapers giving information about their latest offers Promotion and sales offers were present for most of the items. E.g. There

were a discount of 10 % on all CINTHOL products and Cadbury chocolates.

18.   There was one separate whole shelf for products that were offered at huge discount for instance “HALDIRAM” sweets were selling at Rs.25 wherein the actual MRP was Rs.45.

19.   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 on MRP and straight 5% on medical product, except grocery, 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.

20.   Multiple unit pricing: - This strategy was followed for stimulating sales. E.g.:- Soap bars bundled together

21.   CRM STRATEGIES /PRACTICES Setting up an Image ofa DISCOUNT STORE:- Now day’s people more attract towards discount stores. D-Mart is Retail store which come with the discount rate of product. They give discount on all the daily usage product. Because of this customer’s are automatically attract towards them.

22.   Offers VALUE FOR MONEY. Provides a lot of offers:- Some for a specific period Some throughout the year TARGET GROUP:- Valueconscious Upper / Lower middle income customers.

23.   SWOT ANALYSIS FOR D-MART STRENGTH: - Lowprice, competitive price - Good/stable image as a retail store - Spacious and situated at a prime location WEAKNESS: - Low brand loyalty among customers. Big bazaar has huge loyalty factor - Poor space utilization in stores.

24.   - No backing of a known corporate/businesshouse. - Doesn’t

sell electronic equipments, which arecurrently in huge demand.eg Laptops,Plasma TV’s,Digital cameras,Mobile phones. - Stand alone stores, not situated in anycommercial building/malls/hub.

25.   OPPORTUNITIES: - Booming retail sector. – Limitedpresence 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.

Target customerD-mart projecting itself as a discount store targets the middle income group. The area in which it is located is predominantly middle class residential area. So the location is such that it is very convenient for its target customers. Also it is a very fast growing and value conscious segment. In order to attract their attention, D-mart keeps giving several offers that directly projects greater value to the customer.