A Survey on the functioning of a large retailing organization Marketing CBSE 12std

1. MARKETING PROJECT
A SURVEY ON THE
FUNCTIONING OF A LARGE
SCALE RETAILING
ORGANISATION
(SUPERMARKET)
“MURUGAN STORES”

2. BonafideCertificate
Registration Number:
Certified to be the bonafide practical work in
MARKETING done by B.NISHALI of class XII of
D.A.V.SR.SECONDARY SCHOOL,
Mogappair,Chennai-37 during the academic year
2016-2017.
SIGNATURE OF THE PRINCIPAL SIGNATURE OF THE SUBJECT
TEACHER
Submitted for the practical examination held
on_______ at D.A.V.SR.SECONDARY
SCHOOL,Mogappair,Chennai-37.
DATE:
DAY:
INTERNAL EXAMINER EXTERNAL EXAMINER

4. ACKNOWLEDGEMENT
I am B.NISHALI of class XII-B would like to
our principal MRS. MALLIGA SRIDHAR for
having introduced the subject ‘MARKETING
MANAGEMENT’. I would like to thank my
teacher MRS. DIVA KRISHNA for having
helped me throughout my project without
which I wouldn’t have been complete my
project. I would like to thank my parents and
my friends who helped me throughout to
complete my project. I ALSO ACKNOWLEDGE
THE CONTRIBUTION MADE BY THE
MANAGER ______________ OF MURUGAN STORE
TOWARDS THE PROJECT.
INDEX
AIMS & OBJECTIVES
INTRODUCTION

5. BRIEF OVERVIEW OF
THE STORE
METHODOLOGH
ANALYSIS &
INTERPRETATION
OBSERVATION
CONCLUSION
QUESTIONNAIRE
BIBLIOGRAPHY
AIMS AND OBJECTIVES
AIMS

6. To know the functioning, sales volume and
profit margin of retail stores- chain store.
GENERALOBJECTIVES
 To visit a chain store and find out its
pattern of functioning.
 To find out sales volume and profit
margin of the firm for last 4 years.
SPECIFICOBJECTIVES
 To find out the range of product dealt by
its unit.
 To determine the position of the store in
the market.
INTRODUCTION
CHANNEL DISTRIBUTION
THE WORD ‘CHANNEL’ HAS ITS ORIGIN IN THE
FRENCH WORD USED FOR CANAL. THUS A CHANNEL IS

7. A MEDIUM THROUGH WHICH GOODS SRE MADE TO
MOVE AS SMOOTHLY AS POSSIBLE TO THE DESIRED
PLACES. IN OTHER WORDS, THE ROUTE THROUGH
WHICH GOODS MOVE FROM THE PLACE OF
PRODUCTION TO THE PLACE OF CONSUMPTION IS
TERMED AS ‘CHANNEL OF DISTRIBUTION’.
PHYSICAL DISTRIBUTION
PHYSICAL DISTRIBUTION, ON THE OTHER HAND,
CONCERNS WITH MATERIAL ASPECTS OF THE FLOW
OF GOODS TO THE CONSUMERS.IT INCLUDES
TRANSPORTATION, STORAGE, WAREHOUSING,
PACKING, ETC. IT IS TECHNICAL FUNCTION IN THE
SENSE THAT IT ENSURES AVAILABILITY OF PRODUCTS
AT THE RIGTH TIME, PLACE AND FORM.
CHANNEL FUNCTIONS
THE PRIMARY PURPOSE OF A DISTRIBUTION OF A
DISTRIBUTION CHANNEL IS TO BRIDGE THIS GAP BY
RESOLVING SPATIAL AND TEMPORAL DISCREPANCIES
IN SUPPLY AND DEMAND. FOR THIS IRRESPECTIVE OF

8. EXTENT OF THESE DISCREPANCIES, CERTAIN
ESSENTIAL FUNCTIONS NEED TO BE PERFORMED THEY
ARE:
 TRANSFER OF TITLE OF GOODS INVOLVED.
 PHYSICAL MOVENENT FROM THE POINT OF
PRODUCTION TO POINT OF CONSUMPTION.
 STORAGE FUNCTIONS.
 COMMUNICATION OF INFORMATION
CONCERNING THE AVAILABILITY AND PRICES OF
THE GOODS.
 MARKETING CREATES VARIOUS UTILIZES OF THE
PRODUCTS.
FUNCTION OF MIDDLEMEN
DISTRIBUTION WITH MIDDLEMEN
A

9. BOOK STORE
1
2
 MANY PRODUCERS DON’T HAVE THE
RESOURCES TO ENGAGE THEMSELVES IN
DIRECT MARKETING.
 MIDDLEMEN REDUCE TRANSCATION TO AN
OPTIMUM NUMBER.
 MIDDLEMEN ARE CAPABLE OF ELIMINATING
DISCREPANCIES IN QUANTITY THAT IS
DISTRIBUTED. THIS IS DONE BY ‘BREAKING THE
BULK’.
 MIDDLEMEN ARE CAPABLE OF ELIMINATING
DISCREPANCIES IN ASSORTMENTS.
DISPERSION FUNCTION OF MIDDLEMEN
C
B
3

10. RECORD TURNTABLE SPEAKER OTHERS
MANUFACTURER MANUFACTURER MANUFACTURER
ELECTRONIC
WHOLESALERS
RECORD DEPARTMENTAL STERIO OTHER WHOLESALER
SHOP STORES SPECIALITY
 THE PRODUCER CAN CONCENTRATE ON THE
PRODUCTION FUNCTION LEAVING THE
MARKETING PROBLEMS TO MIDDLEMEN WHO
SPECIALISE IN THE LINE.
 THE MAIN FUNCTION OF MIDDLEMEN IS TO
PROVIDE THE CONNECTING LINK BETWEEN THE
PRODUCERS AND THEIR RESPECTIVE MARKETS.
 MIDDLE COLLECT HUGE ORDERS AND PURCHASE
RODUCTSIN BULK FROM THE PRODUCERS.
 ACCORDING TO WROE ALDERSON “THE GOAL OF
MARKETING IS THE MATCHING OF SEGMENTS OF
SUPPLY AND DEMAND”.

11. CONTACTING: PURCHASE OF THE
PRODUCTS.
SORTING: BUYING THE LARGE NUMBERIN
PRODUCT IN LARGE QUANTITIES AND
REARRANGING THEM INTO SUITABLE
COMBINATIONS.
STIMULATING DEMAND: HELPS TO SELF
MERCHANDISE THROUGH PERSONAL
SELLING.
MAINTAINING: STOCKING THE GOODS AT
ALL TIMES.
TRANSMITTING MARKETING INFO: SERVES
AS AN INFO FLOWING BETWEEN THE
MARKET AND THE MANUFACTURER.
IMPORTANCEOF CHANNEL OF
DISTRIBUTION
DISTRIBUTION CHANNEL IS AN IMPORTANT ELEMENT
OF THE MARKETING MIX OF A FIRM AND OTHER
ELEMENTS ARE CLOSELY INTERRELATED WITH

12. INTERDEPENDENCE ON THE CHANNEL OF
DISTRIBUTION.
THEREFORE THE CHANNEL INFLUENCES OTHER
MARKETING DECISIONS LIKE PRICING, PROMOTION
AND PHYSICAL DISTRIBUTION.
 THE COST INVOLVE IN THE USE OF DISTRIBUTION
CHANNEL ENTERS THE PRICE OF THE PRODUCTS
THAT THE ULTIMATE CONSUMERHAS TO PAY.
 DUE TO A WRONG DECISION REGARDING THE
CHANNEL, THE DISTRIBUTION COST MAY BE HIGH
AND SALES MIGTH BE VERY LIMITED.
 A PRODUCT IS REALLY USEFUL TO CONSUMERS
WHEN IT IS AVAILABLE AT RIGTH TIME AND
PLACE.
 THE CHANNEL DECISION DETERMINES WHERE
AND WHEN THE PRODUCT WILL BE AVAILABLE TO
THE ULTIMATE CONSUMERS.
RETAILER
A RETAILER OF A RETAILER STORE IS THE ONE WHO
SELLS PRIMARILY TO THE ULTIMATE CONSUMERS.
THE RETAILER IS ALSO KNOWN AS A DEALER.
RETAILER IS THE LAST LINK IN THE CHAIN OF

13. DISTRIBUTION BETWEEN THE MANUFACTURERS AND
THE CONSUMERS.WHEN ORDINARY PEOPLE AND
LAYMEN SPEAK OF MIDDLEMEN,THEY MOSTLY THINK
OF RETAIL STORE, BECAUSE THIS BUSINESS
ESTABLISHMENT IS BEST KNOWN TO CONSUMERS.
WITHOUT RETAIL SORES TO MAKE THE GOODS OF
INDUSTRY CONVENIENTLY AVAILABLE TO MILLIONS
OF CONSUMERS,THERE COULD BE NO MASS
PRODUCTION.THE RETAIL SHOP IS ONE OF THE
OLDEST AND WIDELY USED BUSINESS
ESTABLISHMENTS IN A COUNTRY.RETAILERS ARE
CONCERNED WITH THEIR RELATIONSHIP WITH
CONSUMERS AND SUPPLIERS.
CHAIN STORES
CHAIN STORES WERE DEVELOPED IN ORDER TO
EFFICIENT OPERATION OF RETAIL SHOP AND
MINIMIZEWASTEAGE IN DISTRIBUTION PROCESS. THE

14. RETAIL SHOPS ARE ALSO KNOWN AS MULTIPLE SHOPS
IN ENGLAND.
FEATURES OF CHAIN STORE
 CENTRAL OWNERSHIP AND CONTROL: CHAIN
STORES ARE OPERATED UNDER THE SINGLE
MANAGEMENT,CONTROL AND OWNERSHIP PF
CENTRAL BUSINESS FIRM.SUCH STORES ARE
OPERATED IN DIFFERENT PARTS OF CITIES. SALES
MANAGERS ARE APPOINTED TO EACH STORE.
 UNIFORMITY IN PRICE AND CASH SALES: SAME
OR UNIFORM PRICE IS FIXED FOR SAME TYPE OF
GOODS IN CHAIN SHOPS AT DIFFERENT PLACES.
GOODS ARE SOLD FOR HAND CASH.
 BUYING AND SELLING POLICY: IF A
MANUFACTURER HAS ESTABLISHED CHAIN SHOP
TO SELL HIS PRODUCT, HE OPENS SAME TYPE OF
SHOP IN DIFFERENT PLACES. BUT IF, OTHER
MIDDLEMEN ESTABLISH AND OPERATE CHAIN
STORE, THEY ADOPT DECENTRALIZED SELLING
AND CENTRALIZED PURCHASING POLICY.
 LIMITED RANGE OF PRODUCTS: ALL CHAIN
STORES ARE OPERATED IN DIFFERENT PLACES
SELL ONLY ONE TYPE OR LIMITED TYPES OF

15. PRODUCT. THE PRODUCT SOLD OUT BY ALL THESE
SHOPS ARE SAME ON QUALITY, QUANTITY,
SHAPE, SIZW, ETC.,
 UNIFORMITY: CHAIN STORES MAINTAIN
UNIFORMITY IN DISPLAY, DECORATION AND
OPERATION.
 STANDARDIZED GOODS: SAME TYPE OF
STANDARDIZED GOODS CAN BE FOUND IN CHAIN
STORES. MOSTLY, THIS TYPE OF SHOPS SELLS
STANDARDIZED GOODS.
ADVANTAGES
 LOWER SELLING PRICES
 ECONOMY AND ADVERTISING
 ABILITY TO SPREAD RISKS
 FLEXIBILITY IN WORK
 WORKS ON CASH BASIS
DISADVANTAGES
 LOWER PRICE IS A FALSE CLAIM
 INFLEXIBLE IN PRACTICE

16.  PERSONNEL PROBLEMS
 POOR PUBLIC IMAGE
A BRIEF VIEW ABOUT MURUGAN
STORES

17. METHODOLOGY
DIRECT PERSONAL INVESTIGATION

18. THIS IS THE METHOD IN WHICH INVESTIGATOR
COLLECTS THE DATA BY HAVING DIRECT
CONTACT WITH THE INFORMANT AND
CONDUCTS ON THE SPOT ENQUIRY.
MY PROJECT EMPHASIS ON FUNCTIONING OF A
CHAIN STORE: “MURUGAN STORE”.
AFTER VISITING THE STORE INFORMATION ABOUT
THE STORE WAS COLLECTED AND BASED ON THE
INFORMATION QUESTIONNAIRE CONTAINING 25
QUESTIONS WAS PREPARED. THE MANAGER WAS
ASKED UP TO FILL THE QUESTIONNAIREREGARDING
THE FUNCTIONING OF THE STORE, ITS SALES
VOLUME PROFIT MARGIN AND ABOUT THE
PROMOTIONAL ACTIVITES UNDERTAKEN BY THEM
TOINCREASE THEIR SALES.
LATER THE INVESTIGATOR OBSERVED, ANALYSED
AND DEPRIVEDTHE CONCLUSION BY STUDYING THE
INFORMATION COLLECTED FROM THE CHAIN
STORE.

19. ANALYSIS AND
INTREPRETUTION
ON THE BASIS OF THEIR SALES VOLUME
YEAR SALES VOLUME
2011 22000
2012 36100
2013 40000
2014 75000
THEIR SALES VOLUME HAS INCREASING EVERY
YEAR.
0
10000
20000
30000
40000
50000
60000
70000
80000
2011 2012 2013 2014
Series 1
Series 1

20. ON THE BASIS OF PROFIT MARGIN
YEAR PROFIT MARGIN
2013 15000
2014 21000
2015 35000
2016 60000
BECAUSE OF THEIR INCREASING SALES VOLUME,
PROFIT ALSO INCREASES EVERY YEAR.
Sales
2013
2014
2015
2016

21. ON THE BASIS OF ADMINSTRATIVE EXPENDITURE
EXPENDITURES AMOUNT OF PAYMENTS
TRANSPORT 3840000
SALARY 7200000
ELECTRICITY 2000000
REPAIRS 1000000
THERE IS SOME EXPENDITURE TO BE PAID DURING
THEIR BUSINESS.
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
TRANSPORT SALARY ELECTRICITY REPAIRS
AMOUNT OF PAYMENTS
AMOUNT OF PAYMENTS

22. ON THE BASIS OF PROMOTIONAL OFFERS
BASIS OFFERS
DISCOUNT 40%
SAMPLES 25%
BUYBACK 20%
COUPONS 15%
THERE ARE SOME PROMOTIONAL OFFERS THAT
HELP TO INCREASE THEIR SALES AND PROFIT
VOLUME.
OFFERS
DISCOUNT
SAMPLES
BUYBACK
COUPONS

24. QUESTIONNAIRE
NAME:
CONTACT NO:
EMAIL ID:
1. REASON BEHIND THE SHOP NAME- MURUGAN :-
2. LIST THE BRAND NAME OF THE PRODUCT YOUR SHOP DEAL
WITH?
3. HOW MANY BRANCHES DOES YOUR SHOP HAVE IN
CHENNAI?
4. NO. OF EMPLOYEES EMPLOYED EACH BRANCH?
5. WHAT ARE THE DIFFERENT SECTIONS IN YOUR SHOP?
6. WHAT TYPES OF PROMOTIONAL OFFER DO YOU OFFER?
7. WHETHER CUSTOMERS ARE GIVEN WITH INSTRUCTION
REGARDING USAGE OF PRODUCT?
8. WHAT IS THE WORKING HOUR OF THE SHOP?
9. KINDS OF OFFERS IN YOUR SHOP TO THE CUSTOMERS (I.E.,
WEEKEND OFFER, FESTIVAL OFFER ETC.,)
10. INFRASTRUCTUREFACILITY OF YOUR SHOP AND KINDS
OF FACILITIES OFFERED TO CUSTOMERS?
11. WHERE DO YOU GET YOUR GOODS?
12. DO YOU HAVE YOUR OWN STOREHOUSE/ GODOWNS
FOR YOUR SHOP?
13. MODES OF PAYMENT, YOU ACCEPT FROM YOUR
CUSTOMERS?
14. DO YOU PROVIDE MEMBERSHIP CARD?
15. DO YOU SELL IMPORTED GOODS?

25. 16. HOW MANY SQUARE FEET AREA DOES YOUR SHOP
OCCUPIES?
17. WHAT IS THE MAIN MOTIVE BEHIND THIS SHOP?
18. WHAT IS THE SALES VOLUME OF YOUR SHOP?
19. WHAT IS THE PROFIT MARGIN OF YOUR SHOP?
20. DO YOU OFFER HOME DELIVERY FOR YOUR
CUSTOMERS?
21. COMPETITORS FOR YOUR BUSINESS?
22. DOES EVERY PRODUCT HAVE PRICE TAG?
23. NAME THE FASTEST SELLING BRAND IN YOUR SHOP?
24. WHICH OF THE EXPENDITURE ARE HIGH TO PAY?
a. TRANSPORT
B. SALARY
C. ADVERTISEMENT
D. INFRASTRUCTUREMAINTENANCE
25. CAPITAL INVESTMENT IN YOUR BUSINESS?

26. BIBLOGRAPHY
MARKETING TEXT BOOK: DR.N.RAJAN NAIR
GOOGLE
GOOGLE IMAGES
 MAGAZINES