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E- Commerce & Retail Management
Group 6
Shubham Rathi
Tijo George
Rohit Anand
Akshansh Chaudhary
Priti Chhanda Palta Singh
Khyati Jain
History
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 2
Incorporated in 2000 by our promoter Mr. Radhakishan Damani
First store of Dmart got lauched in maharastra
2000
2002
2011
2016
20172018
IPO
Expanded to nearby
states
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 3
INTRODUCTION
• Chain of hypermarkets
• Founder - Radhakishan Damani in 2000
• As of 2018, it has 155 stores across whole India
• D Mart is promoted by Avenue Supermarts Ltd.
• Revenue – 15,081.53 Cr. (31st March 2018)
• Mission – ‘Provide the best value possible for our customers, so that every rupee they
spend on shopping with us gives them more value for money than they would get
anywhere else.’
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 4
FEATURES
• Low Prices
• Big Stores
• Great Discounts & Schemes
• Short Distribution Channel
• Wide variety of products & brands
• Offering Value for Money
• Stand Alone stores
• Spacious and Located at Prime Locations
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 5
FINANCIAL STABILITY
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 6
FINANCIAL STABILITY
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 7
KEY PRODUCT CATEGORY-REVENUE
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 8
VISUAL MERCHANDIZING
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 9
VISUAL MERCHANDIZING -AT THE ENTRANCE
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 10
VISUAL MERCHANDIZING -AT EYE LEVEL
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 11
VISUAL MERCHANDIZING – BILLING COUNTERD
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 12
VISUAL MERCHANDIZING-SEASONAL PRODUCT
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 13
CATEGORIES (1/2)
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 14
CATEGORIES (2/2)
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 15
BRAND PORTFOLIO
and many more…
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 16
PRICING
D Mart – Low Pricing, Heavy Discounts, Offers
• Low Advertising
• Own buildings
• Bulk buying
• Short Distributor Channel
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 17
PRICING
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 18
PRICING
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 19
PRODUCT SEGMENTATION
 Inventory – Bulk Purchase for 26 days
GROCERY
ITEMS &
EATABLES
• Cooking oil
• Fruits
• Vegetables
• Flours &
Grains
• Pulses
• Dairy
products
• Biscuits,
chocolates etc
HOUSEHOLD
ITEMS
• Stainless
steel products
• Bed & Bath
linen products
• Travelling
bags
• Plastic
containers
GARMENTS
• Ladies
Garments
• Men
garments
• Kids
Apparel
ELECTRONIC
PRODUCTS
• Steam iron
• Mixer &
Juicer
• Torch
• Grill toaster
FOOTWEARS
• Ladies
footwear
• Men
footwear
• Kids
footwear
BEAUTY
PRODUCTS
• Skin care
• Hair care
• Dental care
• Deos &
Perfumes
• Health care
TOYS &
STATIONARY
PRODUCTS
• Toys, Game
products etc.
• Pen, pencil,
Notebooks
etc.
DMART’S
OWN
PRODUCT
LINE
• Grocery
items (Premia)
• Electronic
appliances
etc.
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 20
STRONG SEASONS
• Seasonal Offers – Summers - Discounted drinks and dairy
Rainy - Umbrellas, Raincoats
Winter - Woollen Products
•Festival Offers
• Weekends
• Month Beginning
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 21
MARKETING
• Offers gift coupons to reward its employees and during certain periods to boost its sales
• Coupons allotted to customers when they meet certain standards of bulk purchase
• Discounts offered during festive seasons
Example:10% off on prices of Cadbury products during Raksha Bandhan
• D-Mart also creates brand awareness and visibility through hoardings
• Target Audience – Low Income to High Income level
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 22
COMPETITOR’S
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 23
SEGMENTATION
SEGMENTATION TARGET
DEMOGRAPHIC
All age group
Middle class & Lower class people
GEOGRAPHIC Metropolitans, Tier 1, Tier 2 & Tier 3 cities
PHYCHOGRAPHIC Experience
BEHAVIORAL Emerging affluent, Rurban ,Time starved
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 24
TARGETING & POSITIONING
Middle & Lower Class.
All age groups.
Tier 1,2,3 cities.
Positioning Statement- Daily discount, Daily savings
Value based positioning.
Focus on smart purchase
TARGETING
POSITIONING
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 25
ADVERTISEMENTS & PROMOTIONS
•DMART hoardings can be found on the lamp posts on major roads in Navi Mumbai
area
•DMART usually advertises in major newspaper giving information about their latest
offers
•Promotions and sales offers were present for most of the products
• Eg - There’s a 10% discount on all Cinthol products and Cadbury chocolates
• There was one separate whole shelf for products that were offered at huge discounts
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 26
ADVERTISEMENTS & PROMOTIONS
At Bus stop
Newspaper Adv.
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 27
PRESENCE
Planned to open 15 – 20 stores
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 28
ONLINE PRESENCE
•D Mart Ready
* 40 booths in Mumbai
* Order Online – pick up from kiosks or Home delivery
• Mobile Application for shopping
•Social Media Presence
* Facebook
* LinkedIn
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 29
SOCIAL OUTREACH
• Believes in corporate social responsibility
• Focus on sustained economic performance
• Enrich the lives of the future generation – the children of our country
• Gavanpada MCGM School – Mulund  Pant Nagar MCGM School
• Ramabai MCGM School  Kamraj Nagar MCGM School
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 30
DMART VISIT
13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 31
Thank you!

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Dmart- A complete Study (Retail Business)

  • 1. E- Commerce & Retail Management Group 6 Shubham Rathi Tijo George Rohit Anand Akshansh Chaudhary Priti Chhanda Palta Singh Khyati Jain
  • 2. History 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 2 Incorporated in 2000 by our promoter Mr. Radhakishan Damani First store of Dmart got lauched in maharastra 2000 2002 2011 2016 20172018 IPO Expanded to nearby states
  • 3. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 3 INTRODUCTION • Chain of hypermarkets • Founder - Radhakishan Damani in 2000 • As of 2018, it has 155 stores across whole India • D Mart is promoted by Avenue Supermarts Ltd. • Revenue – 15,081.53 Cr. (31st March 2018) • Mission – ‘Provide the best value possible for our customers, so that every rupee they spend on shopping with us gives them more value for money than they would get anywhere else.’
  • 4. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 4 FEATURES • Low Prices • Big Stores • Great Discounts & Schemes • Short Distribution Channel • Wide variety of products & brands • Offering Value for Money • Stand Alone stores • Spacious and Located at Prime Locations
  • 5. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 5 FINANCIAL STABILITY
  • 6. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 6 FINANCIAL STABILITY
  • 7. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 7 KEY PRODUCT CATEGORY-REVENUE
  • 8. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 8 VISUAL MERCHANDIZING
  • 9. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 9 VISUAL MERCHANDIZING -AT THE ENTRANCE
  • 10. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 10 VISUAL MERCHANDIZING -AT EYE LEVEL
  • 11. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 11 VISUAL MERCHANDIZING – BILLING COUNTERD
  • 12. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 12 VISUAL MERCHANDIZING-SEASONAL PRODUCT
  • 13. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 13 CATEGORIES (1/2)
  • 14. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 14 CATEGORIES (2/2)
  • 15. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 15 BRAND PORTFOLIO and many more…
  • 16. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 16 PRICING D Mart – Low Pricing, Heavy Discounts, Offers • Low Advertising • Own buildings • Bulk buying • Short Distributor Channel
  • 17. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 17 PRICING
  • 18. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 18 PRICING
  • 19. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 19 PRODUCT SEGMENTATION  Inventory – Bulk Purchase for 26 days GROCERY ITEMS & EATABLES • Cooking oil • Fruits • Vegetables • Flours & Grains • Pulses • Dairy products • Biscuits, chocolates etc HOUSEHOLD ITEMS • Stainless steel products • Bed & Bath linen products • Travelling bags • Plastic containers GARMENTS • Ladies Garments • Men garments • Kids Apparel ELECTRONIC PRODUCTS • Steam iron • Mixer & Juicer • Torch • Grill toaster FOOTWEARS • Ladies footwear • Men footwear • Kids footwear BEAUTY PRODUCTS • Skin care • Hair care • Dental care • Deos & Perfumes • Health care TOYS & STATIONARY PRODUCTS • Toys, Game products etc. • Pen, pencil, Notebooks etc. DMART’S OWN PRODUCT LINE • Grocery items (Premia) • Electronic appliances etc.
  • 20. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 20 STRONG SEASONS • Seasonal Offers – Summers - Discounted drinks and dairy Rainy - Umbrellas, Raincoats Winter - Woollen Products •Festival Offers • Weekends • Month Beginning
  • 21. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 21 MARKETING • Offers gift coupons to reward its employees and during certain periods to boost its sales • Coupons allotted to customers when they meet certain standards of bulk purchase • Discounts offered during festive seasons Example:10% off on prices of Cadbury products during Raksha Bandhan • D-Mart also creates brand awareness and visibility through hoardings • Target Audience – Low Income to High Income level
  • 22. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 22 COMPETITOR’S
  • 23. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 23 SEGMENTATION SEGMENTATION TARGET DEMOGRAPHIC All age group Middle class & Lower class people GEOGRAPHIC Metropolitans, Tier 1, Tier 2 & Tier 3 cities PHYCHOGRAPHIC Experience BEHAVIORAL Emerging affluent, Rurban ,Time starved
  • 24. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 24 TARGETING & POSITIONING Middle & Lower Class. All age groups. Tier 1,2,3 cities. Positioning Statement- Daily discount, Daily savings Value based positioning. Focus on smart purchase TARGETING POSITIONING
  • 25. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 25 ADVERTISEMENTS & PROMOTIONS •DMART hoardings can be found on the lamp posts on major roads in Navi Mumbai area •DMART usually advertises in major newspaper giving information about their latest offers •Promotions and sales offers were present for most of the products • Eg - There’s a 10% discount on all Cinthol products and Cadbury chocolates • There was one separate whole shelf for products that were offered at huge discounts
  • 26. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 26 ADVERTISEMENTS & PROMOTIONS At Bus stop Newspaper Adv.
  • 27. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 27 PRESENCE Planned to open 15 – 20 stores
  • 28. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 28 ONLINE PRESENCE •D Mart Ready * 40 booths in Mumbai * Order Online – pick up from kiosks or Home delivery • Mobile Application for shopping •Social Media Presence * Facebook * LinkedIn
  • 29. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 29 SOCIAL OUTREACH • Believes in corporate social responsibility • Focus on sustained economic performance • Enrich the lives of the future generation – the children of our country • Gavanpada MCGM School – Mulund  Pant Nagar MCGM School • Ramabai MCGM School  Kamraj Nagar MCGM School
  • 30. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 30 DMART VISIT
  • 31. 13/10/2018 ITM B School | E- Commerce & Retail Mgmt. | Dmart | Group - 6 31 Thank you!