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DISSERTATION PROJECT REPORT ON
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A
COMPARATIVE STUDY”
Submitted in par...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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2.Declaration
I hereby declare that study of
...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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3. ACKNOWLEDGEMENT
A research studies cannot ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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4. EXECUTIVE SUMMARY
V-MART is a chain of sho...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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5 .GUIDE CERTIFICATE
This is to certify that ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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6.CONTENTS
S. NO. TOPIC PAGE NO.
1. TITLE PAG...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.11 VISHAL PRODUCTS 37
7.12 VISION AND MISSI...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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CHAPTER -1
INTRODUCTION
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.1 BRIEF PROFILE OF COMPANY
V-MART PVT LTD
V...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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V-Mart is a complete family fashion store th...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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V-MART have 108 stores across 91 cities in 1...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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i. ORIGIN OF V-MART
First incorporated as Va...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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V-MART Business Verticals
V-MART business ca...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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V-MART apparels business vertical includes t...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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 Beauty and
 Personal care,
 Home care
V-...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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V-MART journey
over the years
• Incorporated...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.2. VISION /MISSION OF COMPANY
Vision state...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.3. ORGANIZATIONAL CHART
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.4. DETAILS OF V-MART PRODUCT
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.5. CORPORATE STRATEGY AS REGARDS TO MARKET...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.6 MARKETING STRATEGY OF V-MART
Marketing h...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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 Hiring people with disability by joining h...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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other products, the prices may vary between ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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motivates & retains store staff & maintains ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.7 SALES PROMOTION TECHNIQUES ADOPTED BY V-...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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2. Discounts:
Under this, the products are s...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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only. If you shop for Rs. 2500, you get a 3 ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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6.Seasonal offers:
V- Mart provides the cust...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.8 SWOT ANALYSIS
Strength:
 High Brand Equ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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 Unable to meet store opening target so far...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.9 OVERVIEW OF VISHAL MEGA MART
V I S H A L...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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 Grocery and Household Needs: Catering to a...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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 Recognized by their service levels
 Fitti...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.10 MANAGEMENT ANIZATION STRUCTURE
R.C.Agar...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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THE FOUNDERS:-
Mr. Ramchandra Mrs. Uma Mr. S...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.11 VISHAL Apparels Brand
Vishal Mega Mart ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.12 VISION AND MISSION
MISSION STATEMENT:-
...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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MANAGEMENT OF TECHNOLOGY, INNOVATION AND CHA...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Beginning with a computerized cash memo, to ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Management Information Systems (MIS)
They ha...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Comments: Completely integrated with their r...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.13 PRODUCTS OF VISHAL MEGA MART
P R O D U ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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 HOUSEHOLD
Acrylic Ware Copper Steel
Dinner...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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 GARMENTS
MEN
Upper Lower
Shirt Casual Jean...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Upper Ethic
Shirt Formal Kurta Pyjama
T-shir...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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 HOME FURNISHING
Drawing Room Bedroom
Door ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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 TOYS & GAMES
Soft Toys Dolls Cycle & Scoot...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.14 MARKETING STRATEGY OF VISHAL MEGA MART
...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Price
Vishal Mega Mart promises its consumer...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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lower rental cost. As at 3Q FY08, 78% of the...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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counters for payment, staff at store to keep...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.15 . SALES PROMOTION TECHNIQUES ADOPTED BY...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7. Festival offers:
Vishal Mega Mart have co...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.16 SWOT ANALYSIS
Strength:
 High Brand Eq...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Weakness:
 Unable to meet store opening tar...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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7.17 E - COMMERCE
The uses of computers and ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Accordingly, they have put a number of techn...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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HOW TO SHOP
Firstly, you have to register yo...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Chapter -2
RESEARCH
METHODOLOGY
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Meaning of Research
Redman and Mory define r...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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3. To determine the frequency with which som...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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researcher to know not only the research met...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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8.1. OBJECTIVES OF THE STUDY
 To know the s...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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8.2. RESEARCH METHODOLOGY
Method of data col...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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CHAPTER -3
Data analysis
And Interpretation
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Q1. Which retail market comes to your mind w...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Q2. Which retail store do you use at present...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Q3. Which mode has motivated your purchase f...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Q4. Are you satisfied with the current purch...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Q5. From Which retail store you purchase in ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Q.6. In the following scale how do you rate ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Q.7.What you liked about that showroom?
Part...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Reach of outlet Availability of design
Parki...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Behaviour/helpfulness of staff
As per the st...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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9.2.Findings
 As per this study suggested t...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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9.3. CONCLUSION
In the research we found tha...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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9.4 SUGGESTIONS AND RECOMMENDATIONS
 Compan...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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9.5. LIMITATIONS OF THE STUDY
Although it wo...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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10.BIBLIOGRAPHY
 V-Mart prospectus.
 Csr r...
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ANNEXURE
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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QUESTIONNAIRE
Q1. Which retail market comes ...
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
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Q.6. In the following scale how do you rate ...
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Dissertation project on “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”

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“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” done at lucknow (nakkhas)

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Dissertation project on “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”

  1. 1. DISSERTATION PROJECT REPORT ON “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” Submitted in partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION 2014-2016 Under The Guidance Of- Submitted By- Dr.Adeel Maqbool Amaan Khan, MBA- IV Sem (ASSOCIATE PROF.) (Integral University, Lucknow) DEPT.OF BUSINESS MANAGEMENT Department of Business Management Faculty of Management & Research INTEGRAL UNIVERSITY, KURSI ROAD, LUCKNOW
  2. 2. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 2 2.Declaration I hereby declare that study of “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” has been exclusively done by me for the degree of MASTER OF BUSINESS ADMINISTRATION and not for any other degree.this is my own study done under the guidance of DR.ADEEL MAQBOOL (ASSOCIATE PROF.) INTEGRAL UNIVERSITY,LUCKNOW. I hereby declare that the contents of this report are true and best to my knowledge. AMAAN KHAN (1400101151)
  3. 3. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 3 3. ACKNOWLEDGEMENT A research studies cannot be completed without the guidance, inspiration and cooperation from the various quarter. This study also is the imprints of many persons. I would like to express my gratitude to Dr.Adeel Maqbool, my project guide for his kind mentorship and guidance in assisting me with my project. His academic inputs provided me insights that were invaluable for completing this project. I wish to express my deep gratitude and sincere thanks to “V-MART and VISHAL MEGA MART ” for providing me their precious time to collect various kinds of information. AMAAN KHAN (1400101151)
  4. 4. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 4 4. EXECUTIVE SUMMARY V-MART is a chain of shopping malls in India. V-MART are one of the pioneers in setting up stores across various small Indian towns and cities including Sultanpur,Ujjain.Faizabad.V-MART primarily operate in Tier-II and Tier-III cities, with a chain of “value retail” departmental stores offering apparels, general merchandise and kirana, catering to the entire family. V-MART have established stores in Metro, Tier-I, Tier-II and Tier-III cities which are primarily located as standalone stores in high-street areas and shopping hubs of such cities. The average size of our store is approximately 8,000 Sq. Ft. V-MART follows the concept of “value retailing” to target the strata of the population belonging to the expanding “aspiring class” and “middle class” based on our customer’s socio- economic conditions, purchasing power, demographic details and customer trends. Vishal Mega Mart is India’s largest Fashion-led hypermarket chain with a footprint of over 175 stores, cumulative trading area in excess of 3 million square feet, in over 110 cities and towns across India.Vishal is sharply focused at the needs of consumers in Apparel, General Merchandise, Grocery and Personal Care in Tier-1, Tier-2 and Tier-3 cities and towns and is dedicated to offer the best value and choice to its millions of customers. The title of the project is “ MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”. The purpose of the study is how V-MART and Vishal Mega Mart adapt and implement the different marketing strategies according to the customer preference keeping in mind. The type of research design used here was Exploratory research and sampling procedure that was followed was Simple random sampling The total sample size is 100 respondents across all the ages, income category, occupation and gender. Bar charts and other useful tools are used for the analysis of the study.
  5. 5. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 5 5 .GUIDE CERTIFICATE This is to certify that the project report entitled “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”” submitted for the degree of MBA to Integral University Lucknow is a benefited research work carried by Amaan Khan, student of Integral University,Lucknow. This assistance and help received during the investigation have been fully acknowledged. DR.ADEEL MAQBOOL (ASSOCIATE PROF.) FACULTY OF MANAGEMENT & RESEARCH INTEGRAL UNIVERSITY, LUCKNOW
  6. 6. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 6 6.CONTENTS S. NO. TOPIC PAGE NO. 1. TITLE PAGE 2. DECLARATION 3. ACKNOWLEDGEMENT 4. EXECUTIVE SUMMARY 5. GUIDE CERTIFICATE 6. CONTENTS 7. CHAPTER -1 7. INTRODUCTION 8 7.1BRIEF PROFILE OF THE V-MART 9-16 7.2 VISION AND MISSION 17 7.3 ORGANIZATIONAL CHART 18 7.4. DETAILS OF V-MART PRODUCT 19-20 7.5. CORPORATE STRATEGY AS REGARDS TO MARKETING 21 7.6 MARKETING STRATEGY OF V- MART 22-25 7.7 SALES PROMOTION TECHNIQUES ADOPTED BY V- MART 26-29 7.8 SWOT ANALYSIS 30-31 7.9 OVERVIEW OF VISHAL MEGA MART 32-34 7.10 MANAGEMENT ANIZATION STRUCTURE 35-36
  7. 7. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 7 7.11 VISHAL PRODUCTS 37 7.12 VISION AND MISSION 38-42 7.13 PRODUCTS OF VISHAL MEGA MART 43-48 7.14 MARKETING STRATEGY OF VISHAL MEGA MART 49-52 7.15 SALES PROMOTION TECHNIQUES ADOPTED BY VISHAL MEGA MART 53-54 7.16 SWOT ANALYSIS 55-56 7.17 E - COMMERCE 57-59 8. CHAPTER 2 60 8. RESEARCH METHODOLOGY 61-63 8.1 OBJECTIVE OF RESEARCH 64 8.2 RESEACH METHODOLOGY 65 9. CHAPTER 3 66 9.1 DATA ANALYSIS/INTERPRETATION. 67-75 9.2.FINDINGS. 76 9.3. CONCLUSION 77 9.4 SUGGESTIONS. 78 9.5 LIMITATIONS. 79 10. BIBLIOGRAPHY 80 11. ANNEXURE 81-83
  8. 8. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 8 CHAPTER -1 INTRODUCTION
  9. 9. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 9 7.1 BRIEF PROFILE OF COMPANY V-MART PVT LTD V-MART Type Hypermarket Founded 2002 Maiden store Ahmedabad Industry Retail Products Apparels, Non Apparels, Department, Grocery store Key People LALIT AGARWAL, Madan Agarwal, Hemant Agarwal Punchline ‘Sabse sasta,Sabse Acha’ Retail Space 8.20 Thousand Sq Mtr Advantage tier II & tier III cities Currently 108 outlets
  10. 10. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 10 V-Mart is a complete family fashion store that provides its customers true value for their money. V-MART offer V-MART customers a great shopping experience each time they visit V- Mart store by offering a vast range of products under one roof. Maintaining high standards in quality and design, V-Mart offers fashion garments at down-to-earth prices and over a period of time has emerged as the destination of choice for bargain hunters and the fashionable alike. V-MART primarily operate in tier II & tier III cities with the chain of “Value Retail” departmental stores. V-MART stores cater to the needs of the entire family altogether by offering apparels, general merchandise and kirana goods. “Price Less Fashion” is the main motto through which we believe in providing the latest trends to the upwardly mobile Indians at the best possible price.
  11. 11. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 11 V-MART have 108 stores across 91 cities in 12 states and union territories,with a total retail area of 8.63 Lac sq.ft (7.74 Thousand Sq Mtr.).V-MART stores are located in prime states/cities such as Bihar, Chandigarh, Gujarat, Haryana, Jammu and Kashmir, Madhya Pradesh, New Delhi, Punjab, Rajasthan, Uttarakhand and Uttar Pradesh. V-MART are among the pioneers in setting up modern ambiance stores or large retail malls across various small towns and cities like including Sultanpur, Ujjain, Motihari, Faizabad and more.
  12. 12. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 12 i. ORIGIN OF V-MART First incorporated as Varin Commercial Private Limited under the Companies Act in 2002 in West Bengal. Then in 2003, we opened V-MART maiden store in Ahmadabad (Gujarat). In the Year 2004 we have opened V-MART first store in capital city, New Delhi. Further in 2006 V-MART have crossed 1 lac sq.ft. retail space and subsequently renamed to V-Mart Retail Private Limited. In the year of 2008, V-MART hit the base by registering V-Mart Retail as a public limited entity and also crossed the turnover of 1,000 million Rs. As the time passes by we took the shape of a renowned family brand that caters the needs of whole family by offering high quality retail products. Along with growing customers, we achieved a turnover of over Rs 2,000 million in 2011-12 In the Year 2012 V-MART have crossed the retail space of 5 lac Sq. Ft. 2013 - V-Mart Retail Ltd has opened a new store located at F.D.R.A Plaza, Opp. Sanjay Cinema, Malipur Road, Shahzadpur, Akbarpur, Uttar Pradesh. -V Mart Retail has opened 86th Store at Jhansi, Uttar Pradesh. -V Mart Retail has opened 65th Store at Varansi, Uttar Pradesh. -V Mart Retail Opening its 84th Store at Fatehpur, Uttar Pradesh. 2014 -V Mart Retail has Opened 92nd Store at Patna City, Bihar. V-Mart Retail has opened 97th Store at Ranchi, Jharkhand.
  13. 13. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 13 V-MART Business Verticals V-MART business can be classified in three business verticals: (i) Apparels, (ii) General Merchandise, and (iii) Kirana Bazaar. V-MART stores are “Mini Hyper Stores” retailing apparels, general merchandise as well as kirana and “Family Fashion Stores” which are focused on apparels and general merchandise. V-MART business verticals are further divided as follows:
  14. 14. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 14 V-MART apparels business vertical includes the following divisions: apparels and accessories for :  men,  women,  boys  girls  infants. V-MART general merchandise business vertical includes the following divisions: Non- Apparels and Home Mart. The Non-Apparel division has the following segments:  footwear  books  stationery  toys  games  purses  clutches  fashion jewellery  bags  luggage. The Home Mart division consists of the following segments :  home furnishing,  kitchenware,  crockery  gifts and novelties. V-MART Kirana Bazaar business vertical, includes the following segments:  FMCG products,  Packaged food items,
  15. 15. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 15  Beauty and  Personal care,  Home care V-MART business is based on the primary concept of “value retailing” and guided by V- MART principles “Sabse Sasta Sabse Accha” and “Price Less Fashion”, following which v- mart aim to provide the latest fashion trends in apparels and non apparels to the entire family with an added focus on demands of the youth and Young Families. As a complete family departmental store, we also retail a wide range of products at affordable prices through V-MART Kirana Bazaar vertical.V-MART source its products, including private labels, directly from the regions where such products are widely available or manufactured, to minimize V-MART procurement costs and offer quality products at such costs. V-MART strong sourcing capability is backed by an efficient logistics network, which is supported by strong IT infrastructure, systems and processes, thus enabling us in achieving V-MART concept of “value retailing”.
  16. 16. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 16 V-MART journey over the years • Incorporated as Varin Commercial Private Limited2002 • Opened its maiden store in the state of Gujarat2003 • Opened its maiden store inNew Delhi2004 • Changed name from Varin Commercial Private Limited to V- Mart RetailPrivate Limited. • Crossed an aggregateof 100,000 square feet ofretail space. 2006 • Converted into a public limited company. • Investment in Equity Shares by Naman Finance, a part of the Aditya Birla Group. • Investment by DB Corp Limited 2008 • Achieved a turnover of over H2,000 million inFiscal 2011. • Declared a dividend of 4 per cent for Fiscal 2011.2011 • Declared a dividend of 4 per cent for fiscal 2012. • Stores extended to more than 50 cities. 153,252 ESOPs were granted under the V-Mart ESOP Scheme 2012. • Crossed 500,000 square feet in retail space. 2012 • Pre-IPO placement of 12,50,000 Equity Shares. •Public Issue of 44,96,000 Equity Shares. •Public issue oversubscribed 1.2 times. •Attracted marquee institutional and HNI investors. Declared dividend of 10 per cent. 2013 •Opened 23 new stores in FY 13-14 with the retail space of 1.90 lac square feet. •Strengthened supply chain, capability building and investment in infrastructure. •Footfall increased by 31.58%, from 115.29 lac to 151.70 lac in 2013-14 2014
  17. 17. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 17 7.2. VISION /MISSION OF COMPANY Vision statement of V-MART “Create value and make our ecosystem proud” To uphold and contribute to the realization of a sustainable society by balancing our business activities with nature using the resources we have in making a real and sustainable difference. We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. Mission statement of V-MART • Care for customer aspirations • Discover and nurture talent • Sustain ethical growth • Harness vendor relationships We shall deliver everything, everywhere, every time for every Consumer in the most profitable manner.
  18. 18. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 18 7.3. ORGANIZATIONAL CHART
  19. 19. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 19 7.4. DETAILS OF V-MART PRODUCT
  20. 20. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 20
  21. 21. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 21 7.5. CORPORATE STRATEGY AS REGARDS TO MARKETING PROMOTION STRATEGIES Sales promotion and advertisements are the two promotional strategies which V-MART adopts. Prices of every goods are shown during any promotion session to aware the customer about the market price and V-MART offered prices Some of the examples of the sales promotion adopted by V-MART are:  Price-off offer:  Discounts offer  Offer on bulk purchase  Buy 2 get 1 free offers.  Festive offers.
  22. 22. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 22 7.6 MARKETING STRATEGY OF V-MART Marketing help to define the business for the customer's interests, not your own. It is the process of learning what customers want or need and determining how to satisfy those wants or needs. It is also used to confirm whether the customer reacted to a marketing program as expected. The benefits of market research include:  Learning who your customers are and what they want.  Learning how to reach your customers and how frequently you should try to communicate with them.  Learning which advertising appeals are most effective and which ones get no response.  Learning the relative success of different marketing strategies, thus improving return on investment.  Learning how not to repeat your mistakes. V-Mart has been the pioneer of retail revolution. Its first fight was against local ‘Kirana’ stores. The task was to change the mindset of consumer to bring about changes in their shopping patterns. It wanted people to do bulk shopping for their monthly ration instead of going to the shop each week. The various marketing strategies adopted by V-Mart are:  Regional cluster based expansion and penetration (a) Enhancing brand visibility (b) Understanding customer preferences (c) Better utilization of human resources (d) Effective implementation of marketing activities  PROMOTIONAL EVENTS –Free eye checkup ,blood donation campaign.  Dedicated focus towards increasing same store sales growth.  Cross promotion through “Intelligent Marketing”  Increase in customer loyalty.  Continue to invest in IT infrastructure.  Foray into e-commerce and start our online retail portal.  Continue to provide training to our employees and invest in human capital.
  23. 23. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 23  Hiring people with disability by joining hand with SARTAK. The various marketing strategies adopted by V- Mart are: Product V- Mart offers a wide range of products which starts from apparels to food items, footwear to home furnishing, , child care products to toys, watches, drinks etc. In pursuance of their business plan to diversify their portfolio of offerings, FMCG products play a key role. FMCG products are usually meant to fulfill the daily needs of consumers and therefore, V- Mart believe retailing of FMCG products will bring customers to their stores on a frequent basis and this mayin-turn lead to consumption of their apparels. V-Mart have a number of labels for apparels such as Price V- Mart promises its consumers the lowest available price. The concept of psychologic-al discounting (Rs. 99, Rs. 49, etc.) is used as promotional tool. V- Mart also caters on Special Event Pricing (Close to Diwali, Christmas, and New Year etc.). Selling combo- packs and offering discount to customers. The combo-packs add value to customer. Through Bundling, they also reduced the price of the products. The efforts of V-Mart retail business are targeted towards families having total income which can be classified under the “lower middle” and “middle” income groups. V-Mart follow uniform pricing policy across their stores in respect of private labels and non-branded products sold by them. This enhances brand loyalty, encourages customer confidence and results in operational convenience. In relation to the
  24. 24. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 24 other products, the prices may vary between stores on account of state-specific taxation and vendor policies. Place V-Mart stores are located in 92 cities in 108 outlets. V-MART has presence in almost all the major Indian cities. They are aggressive on their expansion plans. V-MART Retail targets cities with urban population of 1 million people or above or can be classified as Tier-2 and Tier-3 cities. In Tier-1 cities, the company opens retail outlets on the outskirts, rather than the prime area. Its target market includes people with middle income and lower income levels. This enables the company to overcome competition to some extent due to its first mover advantage (as competitors have relatively less space in tier-2 and tier-3 cities) and helps to lower rental cost. As at 3Q FY08, 78% of the company’s 82 stores are in Tier-2 and Tier-3 cities. The company plans to maintain the ratio of Tier-2 and Tier-3 to Tier-1 cities at 80:20. Promotion Advertising has played a crucial role in building of the brand. V-Mart advertisements are mainly seen in print media i.e. newspapers, Television with in advertisement, and sometime road-side billboards.Mart category management system is used to plan promotional schemes. They laun ch promotional schemes weekly. Apart from general sales promotion, the category manager fo rmulates promotional plans for ‘slow movers’. In addition, to promote sales, they focus on layout of the stores and positioning, presentation and display of merchandise, in order to appeal to the customer People V-Mart Retail has been established by Mr. LALIT AGARWAL, a first generation entrepreneur.. The salient features of staff of VM are : Monthly,weekly & daily sales targets are communicated to the staff & efforts are made to consistently achieve the set targets.- Employees are motivated to think out-of-the-box. Retail sector is in growth stage,so staffs is empowered to take innovative steps.-Multiple counters for payment, staff at store to keep baggage and security guards at every gate, makes for a customer-friendly atmosphere. VM
  25. 25. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 25 motivates & retains store staff & maintains a positive work environment. -Well-dressed staff improves the overall appearance of store. Process VM adopted the business model to run their activities smoothly. This process includes four steps as follows: Manufacturing Capacity; Strong Logistics; Products; Retailing The goods' dispatch and purchasing area has certain salient features which include: --Multiple counters with trolleys to carry the items purchased.-Proper display / posters of the place like (Kids Wear, Grocery, and Stationary etc.Three Layer Security Checks.-No. Of Parallel Billing Counter -Retail Exchange Software Solution – PRIL-Integrated With SAP & ERP Physical Evidence It deals with the final deliverable or the display of written facts. This includes the current system and available facilities.-Infrastructure-Stand Alone Commercial Building-Clean, Air- conditioned outlet-Equipment – computer, BCR, Desk etc State of Art.
  26. 26. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 26 7.7 SALES PROMOTION TECHNIQUES ADOPTED BY V-MART 1. Price-off offer: Under this offer, products are sold at a price lower than the original price. This type of scheme is designed to boost up sales in off-season and sometimes while introducing a new product in the market. Example: · Buy 2 men T-shirts at Rs. 599/- and 1 T-shirt at Rs. 399/- (MRP: Rs.399/T shirt). · Buy 2 men T-shirts at Rs. 749/- and 1 T-shirt at Rs. 499/- (MRP: Rs.499/T-shirt). · Buy 3 men round neck T-shirts for Rs. 399/- (MRP: Rs.199/T-shirt). · Buy 2 men V neck T-shirts at Rs. 499/- and 1 T-shirt for Rs. 299/- (MRP: Rs. 299/T-shirt). · Buy 3 women T-shirts at Rs. 399/- (MRP: Rs.199/T-shirt). · Buy 1 woman top and get Rs. 100/- off on the bottoms.
  27. 27. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 27 2. Discounts: Under this, the products are sold at a discounted price with percentage discounts on the original price. This type of scheme is designed to boost up sales in off-season. Example: · 30% off on all the men formal shirts and trousers. · 30 % off on all the women formals and casual outfits. . discount on purchase of goods in bulk. 3.New Year offers: V- Mart offers gifts for purchases that are make at the store during the New Year for cheaper price. If you shop for Rs. 3500 you get a Imported Designer Glass Set for Rs. 249
  28. 28. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 28 only. If you shop for Rs. 2500, you get a 3 nights and 4 days holiday package for a couple on an International cruise. 4.End of season sale: End of Season sale or stock Clearance sale is been conducted atV-MART. They are offering surprising discounts as if you buy 2 any items of garments and you will get 3 more with your choice absolutely free. These offers are given as celebration of New Year. 5.Festival offers: V- Mart have come up with festive offer during Diwali and Christmas by giving away gifts for purchases that are made at the store for cheaper price. If you shop for Rs. 4500 you get a Trolley bag worth Rs. 1299 for Rs. 149 only. If you shop for Rs. 2400 and above you get a lemon set, which is said to be imported, worth Rs. 649 for Rs. 99 only.
  29. 29. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 29 6.Seasonal offers: V- Mart provides the customers with various discounts and price-off offers at the stores and factory outlets on the seasons like winter and monsoon. This type of scheme is designed to boost up sales in these seasons. 7.Discount Coupons: V- Mart offers 25% discount on its large range of apparels. The coupon is valid for limited period. This coupon is valid for 25% off on any product purchased above the decided range. 8.Gift Vouchers: V- mart Fresh Fashion offers many vouchers ranging different denominations like Rs100, Rs.250, Rs.1000 and Rs.2000. These vouchers are exchangeable with the products by the customers at all the V- Mart showrooms in India. The vouchers are a better option rather than gifts for the employees and customers as they are not bound for a particular thing to accept.
  30. 30. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 30 7.8 SWOT ANALYSIS Strength:  High Brand Equity in evolving retails markets.  POP to increase the purchase.  One stop shop for variety of products, increasing customer time and available choices.  Understanding of the ‘value retail’ segment.  Garment sector of the V-Mart is much more superior to other retail stores.  It segments on middle and lower middle income groups. Weakness:
  31. 31. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 31  Unable to meet store opening target so far.  Falling revenue per square feet.  Employees behavior is not professional.  Daily customers footfall is very less around 200 to 300 average.  Inexperienced and unskilled management team except managers.  Supply chain management is quite slow.  No brand awareness for the product.  Lack of proper extraction of work from staff.  Need to include more assortment & varieties of the same item.  Need to provide more offers/ discounts on FMCG in comparison of Big bazaar, Reliance Fresh, Easyday & Vishal Mega mart.  Need to improve store layout according to customer facility. Opportunity:  Increasing customer satisfaction and our base of loyal customers  Emphasis on Backward Integration.  Expansion of FMCG.  Continue to upgrade information technology systems and processes  Continue to train employees and seek entrepreneurship from employees.  To increase the customer satisfaction by providing different variety of products. Threat:  Global big players planning to foray into market.  Government policies are not well-defined in India.  Unorganized retail market of India.  Independent small stores.  Demographic Changes.  Vishal Mega Mart, Reliance fresh, Easy day & Big-Bazaar.  Overseas group entering the market.  Increased competition in the domestic market.
  32. 32. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 32 7.9 OVERVIEW OF VISHAL MEGA MART V I S H A L VALUE INCREASE SHIPPING HYPERMARKET AFFORDABLE LOW PRICE PUNCHLINE:- ABOUT THE ORGANISATION Vishal Retail Ltd, is one of the leading player in the Indian retail industry, is a lead the way in discount retailing and is focused on tier II and III cities in the country. It has a strong presence in manufacturing and retailing of readymade garments (apparels) retailing of non-apparels and a large variety of FMCG products. Vishal Mega Mart is India’s largest Fashion-led hypermarket chain with a footprint of over 175 stores, cumulative trading area in excess of 3 million square feet, in over 110 cities and towns across India. Vishal is sharply focused at the needs of consumers in Apparel, General Merchandise, Grocery and Personal Care in Tier-1, Tier-2 and Tier-3 cities and towns and is dedicated to offer the best value and choice to its millions of customers. Vishal offers clearly differentiated value to customers in the following product categories:  Fashion: Fresh, trendy and affordable fashion comprising latest Apparel, Footwear & Lifestyle accessories collection across Men’s, Women’s & Kid’s.  General Merchandise: Catering to all the household needs such as Kitchen-ware, Home Furnishings, Luggage & Travel Accessories, Home/Kitchen Appliances, Toys & Sports etc. at best prices
  33. 33. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 33  Grocery and Household Needs: Catering to all daily needs with an extensive Grocery & Staples, Packed Food, Branded Personal Care and Household Needs products Vishal started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is today a conglomerate encompassing 117 showrooms in 75 cities / 20 states. India’s first hyper- market has also been opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts of the single largest collection of goods and commodities sold under one roof in India. The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr. Ram Chandra Agarwal. The group had of turnover Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007. The turnover of the company for 09-10 was Rs.1105 crore. The group’s prime focus is on retailing. The Vishal stores offer affordable family fashion at prices to suit every pocket. CORPORATE PROFILE Vishal Retail Ltd. has a factory in Gurgaon, Haryana. This factory has more than 700 imported machines that have a capacity to manufacturer 150000 pieces a month. The factory occupies 80000 sq ft of covered space. The Vishal group indirectly gives employment to more than a 1000 people. These people work in Ancillaries that supply finished goods to the company. Vishal’s 10 ware houses cater to 51 showrooms in 39 cities. It is covering about 1282000 sq. ft. in 18 states across India. Our loyalty programmes gives the Indian consumer of being rewarded every time he/she makes a purchase at any of its stores anywhere in the country. Consumers can make purchases at any store and accumulate points at a central level. These points are redeemable at any of our stores. One can accumulate points even when a purchase is made while traveling and can redeem points at any store. So no matter where you are in India you can partake the our loyalty programme. Some of the key features of retailing include:  Selling directly to customers without having any intermediaries  Selling in smaller units / quantities, breaking the bulk  Present in neighborhood or in the location which is quite convenient to the customers.  Very high in numbers
  34. 34. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 34  Recognized by their service levels  Fitting any size and or location It is assumed that due to the entry of a number of retail outlets in the urban and semi urban areas, the mindset of the existing customers have undergone drastic changes. Besides it is also reported that the traditional retailing such an age old Grocery shops face direct competition with the organized retailing sector. In some parts of the country, it is reported that the traditional retails are resisting the entry of organized shopping malls. For instance the traditional retails of Bhubaneswar with the active support of the consumers at large didn’t allow reliance Fresh to start outlet initially. ORG
  35. 35. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 35 7.10 MANAGEMENT ANIZATION STRUCTURE R.C.Agarwal Chairman & Managing Director Board of Directors Category Heads Merchandise Head S.K.Agarwal Whole-time Director Heads - Zonal Head-Supply Chain Management Head- Retail Chief Operating Officer Head – Legal & Secretarial Head – IT Head-Admin & HR Head-Finance, Accounts & MIS
  36. 36. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 36 THE FOUNDERS:- Mr. Ramchandra Mrs. Uma Mr. Surendra Agarwal Agarwal Agarwal Mr. Ram Chandra Agarwal, Chairman & Managing Director He holds a bachelor’s degree in commerce from St. Xavier’s College,Kolkata. Mr. Agarwal has more than 20 years of experience in the retail industry and has been with VRPL since their inception in 1997. Mrs. Uma Agarwal, Executive Director She holds a bachelor’s degree in arts. Mrs. Agarwal has more than 7 years of experience in the retail industry. She has been associated with accounts department of VRPL. Mr. Surendra Kumar Agarwal, Executive Director He holds a bachelor’s degree in commerce. Mr. Agarwal has more than 17 years of experience in the retail industry. He has been associated with store development and management at various locations of VRPL.
  37. 37. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 37 7.11 VISHAL Apparels Brand Vishal Mega Mart is one of India’s fastest growing retail chains.. The chain currently has 172 company stores in 24 states / 110 cities in India. The Vishal brand is known for great modern style for men, women and children. Vishal offers high level fashion styling. Since 1986, our name has been synonymous with quality, value and fashion integrity. We offer an unparalleled collection of clothes for the entire family. Each garment is hand selected for quality and contemporary styling. Vishal manufactures majority of its own garments and out sources some under its direct quality supervision. This enables us to offer the lowest possible and most reasonable prices. Our goal is to provide a range of fashion wear to suit every pocket. Our product mix represents the most current fashion trends in tops, bottoms, formals and accessories for men, women and kids. Our courteous staff will ensure that consumers get a perfect fit. THE POPULAR BRANDS OF VISHAL MEGA MART ARE:- Zeppelin : Mens Shirts & Trousers Fizzy Babe : Ladies & Kids Girls Kitaan Studio : Mens Shirts & Trousers Jasmine : Ladies & Kids Girls Blues & Khakis : Mens Trousers Zero Degree : Kids Boys Paranoia : Mens Shirts & T-Shirts Soil : Mens Shirts Chlorine : Mens Shirts Massa Bay : Mens Trousers & Bermudas Fume : Men’s Shirts, T-Shirts, Under Garments.
  38. 38. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 38 7.12 VISION AND MISSION MISSION STATEMENT:- We shall deliver everything, everywhere, every time for every Consumer in the most profitable manner. VISION STATEMENT:- We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development.
  39. 39. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 39 MANAGEMENT OF TECHNOLOGY, INNOVATION AND CHANGE Technology is important to cut costs, improve efficiency, providing value to customers and increasing the customer experience. IT solutions help in synchronizing activities across various verticals such as procurement of inventory. Securities from both external and internal threats are also important when the scale of the operations increases. Most of their critical functions such as Supply Chain, Operations, Finance & Accounts, and Customer Loyalty Program & Human Resources are linked through a computer network. This has enabled them to reduce their time to market and respond to the changing customer requirements. This has also helped them reduce their costs of operations through both, reduction in wastages and missed opportunities as well as a consequent reduction of the overall costs of operations. VRPL are focused on acquisition and implementation of advanced information technology systems, processes and business applications in order to handle all store operations including inventory management and billing. VRPL office processes are also computerized which support procurement, supply chain logistics, distribution centers management and inventory control. All the locations are connected through company-wide virtual network connection which helps to efficiently manage their network of outlets throughout the country. VRPL believe that their business requires efficient management and storage of data and information to utilise for business analysis, research and forecast. Based on VRPL’s existing information technology systems, they are able to generate detailed daily reports covering the various aspects of their business such as division wise sales per store, inventory movement and position at stores and distribution centers and generation of purchase and delivery orders. In August 2005, VRPL had entered into a software end-user license agreement with Systems, Applications and Products in Data Processing Private Limited (“SAP India”) for grant of a non-exclusive and perpetual license to VRPL to use the SAP software, documentation and other information related thereto. SAP for Retail provides an integrated technology platform for retailers and a one point solution for supporting and managing different business models such as owned stores, franchise stores, shop n shop concepts. Strong business decision and analytical capabilities have enabled retailers of all sizes the power to make the right decisions quickly and profitably.
  40. 40. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 40 Beginning with a computerized cash memo, to use FoxPro for operations & accounting and, implementation of a complete ERP from JDA (J. D. Armstrong Software Group), they have gradually extended the Use of technology in their various areas of operations. In order to increase the speed and traceability to the supply chain management Vishal Mega Mart introduces Bar Code Technology. Bar code is tried and tested technology—the “no-brainer” choice for identifying items in the supply chain. Yes, it does have short comings in that applying it means that everything has to be in line of sight because light is used to capture and read the bar code. But as goods are handled either by humans or machines, the goods are always visible, as are their labels—labeling standards mean that it is virtually impossible to not see the label and its bar code. This means that some form of scanner is used—the range of available technology is broad—either by an operator wielding a hand-held device or by a machine-mounted or fixed-position scanner. Beyond the bar code is RFID (radio frequency identification) where a chip within a tag carries information and is read using radio waves. Vishal Mega Mart uses the latest technology to improve its performance Quality as well as Quantity Wise. Bar code scanners are very sophisticated devices these days. Functionality and reliability is extremely important. Vishal Mega Mart also uses CCTV to monitor its stores. Various CCTV’s are being installed in a store, with a room where the entire functioning taking place in a store can be monitored by a human operator. VRPL have partly implemented their information technology set up and are currently in the midst of completing the process of upgrading their information technology set up and have entered into an agreement dated September 6, 2005 with Tata Consultancy Services Limited for providing information technology services including implementation of more advanced ERP applications such as SAP, rendering services inter alia for management information system on reports related to stock management, receipt processing, picking and packing, project systems, merchandise assortment management, pricing and promotion, sales, controlling and financial accounting.
  41. 41. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 41 Management Information Systems (MIS) They have strong MIS capabilities that make use of their technological investments to generate valuable insight for them and help them in improving their operations, as well as in enhancing their speed of response to what the customers want. They are thus able to monitor their performance on a day-to-day basis, across stores, departments and product categories and compare the same with other stores as well as across periods. This helps them take corrective action on a timely basis, and optimize their stock. They are currently using Business Objects to analyze data related to the buying trends of their loyalty customers. Following are the table which shows the different software used by the organization in the organization activities, for customer transaction & for employees working in the organization. 1. “JDA ERP” software Functional Area:  Merchandising Buying,  product ordering, Receipt  confirmation, Stock  transfer, Inventory  Management, Sales  Merchandise event Comments: JDA is one of the leading ERP systems used by many retailers for multiple business models in regards to retailing. The system is fully integrated and takes care of the supply chain from a manufacturer to the end customer by using back-end and front-end systems like MMS (Merchandise Management System) & WinDSS (Windows Distributed Stores Systems). 2. “Oracle Financial” software Functional Area:  Financial Accounting
  42. 42. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 42 Comments: Completely integrated with their retail ERP- MMS, allows them to get online integrated financials. 3. “RAMCO HRMS” software Functional Area:  Human Resources. Comments: Their system supports Personnel Management, Payroll Management, Employee Benefits Management, Training Management and Executive Information. 4. “WMS” software Functional Area:  Distribution and Logistics. Comments: WMS enable the space planning and also integrated SKU location which enable faster picking and putting of merchandising. 5. “Arthur Planning” software Functional Area:  Merchandising Planning. Comments: An integrated planning and decision making tool. 6. “Microsoft Exchange” software Functional Area:  Internal/External communication. Comments: Enterprise wide mailing solution.
  43. 43. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 43 7.13 PRODUCTS OF VISHAL MEGA MART P R O D U C T S  FOODMART  Beverage  Cooked Indian  Cooked Chinese  Drinks  Fruits & Vegetables  FOOTWARE Boys Girls Shoes Slippers Sandals Sandals Ladies Men’s Shoes Shoes Slippers Slippers
  44. 44. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 44  HOUSEHOLD Acrylic Ware Copper Steel Dinner Set Jug Cake Server Glass Ware Thermo Ware Porcelain Home Aids Pressure Cooker Non Stick Floor Wiper Cooker Handi Sanitary Brush Pressure Pan Dosa Tawa Cup Tiffin Cup & Saucer General Plastic Goods Electrical App. Bone China Coffee Mug Chopper Soup Set Bucket Microwave Oven Dessert Set Lemon Set Container  LADIES ACCESSORIES Personal Items Nail Polish Cosmetics Cap(LCA) Necklace Lip Gloss Socks(Las) Ring  LIFESTYLE Time Zone Opticals Gifts & Novelties Ladies Wrist Watch Ladies Sun Glass Flower Vase Mens Wrist Watch Mens Sun Glass Key Chain Mens Accessories Electric & Electronics Perfume/Deo Belts Battery(ABT) Spray Wallets Calculator(EEC) Deo
  45. 45. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 45  GARMENTS MEN Upper Lower Shirt Casual Jeans(MP) Shirt Formal Cotton- Trouser(MPC) Ethnic & Sports Winter Wear Night Suits Suit(WMC) T-Shirts Blazer (WMB) Dupatta Windcheater Sherwani Jacket Upper Lower Kurta Pants Jeans Skirt Top Capri Ethnic Winter Wear Nighty Jackets Track Suit Lancha Stawl Salwar Suit Sharara Blazer LADIES
  46. 46. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 46 Upper Ethic Shirt Formal Kurta Pyjama T-shirt Sherwani Lower Sets Winter Wear Jeans Night Suit Bermudas Baba Suit Blazer Jacket GIRLS Lower Winter Wear Hot Pant Hipster Set Skirt Jacket Upper Ethnic Tops (GWT) Sharara Frock (GFK) Lancha Garments Accessories Hot Pant Bed Sheet Frock Under Garments Baba Suit Socks BOYS INFANTS
  47. 47. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 47  HOME FURNISHING Drawing Room Bedroom Door Mat Bed Sheet Carpet Pillows Curtains Pillow Cover Kitchen Bathroom Apron Bath Mats Kitchen Napkin Towel Gift Sets  SPORTS & FITNESS Indoor games Outdoor games Basket Ball Cricket Bat T.T. Bat Football Boxing Kit Lawn Tennis Swimming Costumes Tennis Racket Water Ball Tennis Ball Fitness Equipment. Personal Gym  STATIONERY Paper Mart Exam Board Office File Diary Clay Punching Machine Party Stuff Balloons Ribbons
  48. 48. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 48  TOYS & GAMES Soft Toys Dolls Cycle & Scooters Musical Toys Barbie Doll Cycles Non-Musical Other Dolls Scooters Board Games Infant Toys Video Games Wooden Blocks Teether T.V. Video Puzzles Swing hand Game  TRAVEL ACCESSORIES Luggages Portfolio Bags Suitcase Shoulder- Bags Pouch & Cases Executive -Bag Waist Pouch School Bags
  49. 49. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 49 7.14 MARKETING STRATEGY OF VISHAL MEGA MART Marketing help to define the business for the customer's interests, not your own. It is the process of learning what customers want or need and determining how to satisfy those wants or needs. It is also used to confirm whether the customer reacted to a marketing program as expected. The benefits of market research include:  Learning who your customers are and what they want.  Learning how to reach your customers and how frequently you should try to communicate with them.  Learning which advertising appeals are most effective and which ones get no response.  Learning the relative success of different marketing strategies, thus improving return on investment.  Learning how not to repeat your mistakes. Vishal Mega Mart has been the pioneer of retail revolution. Its first fight was against local ‘Kirana’ stores. The task was to change the mindset of consumer to bring about changes in their shopping patterns. It wanted people to do bulk shopping for their monthly ration instead of going to the shop each week. The various marketing strategies adopted by Vishal Mega Mart are: Product Vishal Mega Mart offers a wide range of products which starts from apparels to food items, footwear to home furnishing, crockery to sport items, child care products to toys, watches, drinks etc. There are many in house brands promoted by Vishal Mega Mart. In pursuance of their business plan to diversify their portfolio of offerings, FMCG products play a key role. FMCG products are usually meant to fulfill the daily needs of consumers and therefore, VRPL believe retailing of FMCG products will bring customers to their stores on a frequent basis and this mayin-turn lead to consumption of their apparels. VRPL have a number of private labels for apparels such as Zepplin, Paranoia, Chlorine, Kitaan Studio, Famenne, Fleurier Women and Roseau.
  50. 50. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 50 Price Vishal Mega Mart promises its consumers the lowest available price. The concept of psycholog ic-al discounting (Rs. 99, Rs. 49, etc.) is used as promotional tool. Vishal Mega Mart also caters on Special Event Pricing (Close to Diwali, Christmas, and New Year etc.). Selling combo- packs and offering discount to customers. The combo-packs add value to customer. Through Bundling, they also reduced the price of the products. The efforts of VRPL’s retail business are targeted towards families having total income which can be classified under the “lower middle” and “middle” income groups. VRPL follow uniform pricing policy across their stores in respect of private labels and non-branded products sold by them. This enhances brand loyalty, encourages customer confidence and results in operational convenience. In relation to the other products, the prices may vary between stores on account of state-specific taxation and vendor policies. Place Vishal Mega-mart stores are located in 129 cities with 172 outlets. VMM has presence in almost all the major Indian cities. They are aggressive on their expansion plans. Vishal Retail targets cities with urban population of 1 million people or above or can be classified as Tier-2 and Tier-3 cities. In Tier-1 cities, the company opens retail outlets on the outskirts, rather than the prime area. Its target market includes people with middle income and lower income levels. This enables the company to overcome competition to some extent due to its first mover advantage (as competitors have relatively less space in tier-2 and tier-3 cities) and helps to
  51. 51. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 51 lower rental cost. As at 3Q FY08, 78% of the company’s 82 stores are in Tier-2 and Tier-3 cities. The company plans to maintain the ratio of Tier-2 and Tier-3 to Tier-1 cities at 80:20. Promotion Advertising has played a crucial role in building of the brand. Vishal Mega Mart advertisements are mainly seen in print media i.e. newspapers, Television with Tina Parekh as there inadverti sement, and sometime road-side bill-boards. VRPL’s category management system is used to plan promotional schemes. They launch prom otional schemes weekly. Apart from general sales promotion, the category manager formulates promotional plans for ‘slow movers’. In addition, to promote sales, they focus on layout of the stores and positioning, presentation and display of merchandise, in order to appeal to the customer. In addition, VRPL have introduced, in association with SBI Cards & Payment Services Private Limited, a co-branded credit card. VRPL’s propose to continuously undertake such initiatives to increase the satisfaction of their customers. Vishal Mega-mart started many new and innovative cross-sell and up-sell strategies in Indian retail market. The various promotion techniques used at VMM include:-5 Din Ki Maha Bachat-2 din Ki Maha Loot-Dhan-teras Dhamaal-Great Savings-Vishal Mega Mart Gift Voucher Rs. 1000.-25% Off On All Items – Every Month-Discount Offers At Various Festive occasions-Grand Winter Sale – 50% & 60% discount for 2 days-Paise Bachao Aandolan – 9 Din Ki Maha Loot-Vishal Reward Plus: Consumers can make purchases at any store and accumulate points at a central level. These points are redeemable at any of our stores.-Cross category promotions are now catching up where discounts are being offered on grocery purchases, redeemable against purchase of apparel and household products People Vishal Retail has been established by Mr. Ram Chandra Agarwal, a first generation entrepreneur. He has been instrumental in expanding the business from an apparel store in Kolkata to 82 value retail stores with pan- India presence. The salient features of staff of VMM are : Monthly,weekly & daily sales targets are communicated to the staff & efforts are made to consistently achieve the set targets.-Employees are motivated to think out-of-the-box. Retail sector is in growth stage,so staffs is empowered to take innovative steps.-Multiple
  52. 52. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 52 counters for payment, staff at store to keep baggage and security guards at every gate, makes for a customer-friendly atmosphere. VMM motivates & retains store staff & maintains a positive work environment. -Well-dressed staff improves the overall appearance of store.- Strong Recruitment Cell, 2,509 employees joined in 2009.-8500 employee Strength. Process VMM adopted the business model as shown in (Figure-9) to run their activities smoothly. This process includes four steps as follows: Manufacturing Capacity; Strong Logistics; Products; Retailing The goods' dispatch and purchasing area has certain salient features which include: --Multiple counters with trolleys to carry the items purchased.-Proper display / posters of the place like (Kids Wear, Grocery, and Stationary etc.).-Home delivery counters to be started soon.-Three Layer Security Checks.-No. Of Parallel Billing Counter -Retail Exchange Software Solution – PRIL-Integrated With SAP & ERP Physical Evidence It deals with the final deliverable or the display of written facts. This includes the current system and available facilities.-Infrastructure-Stand Alone Commercial Building-Clean, Air- conditioned outlet-Equipment – computer, BCR, Desk etc State of Art.
  53. 53. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 53 7.15 . SALES PROMOTION TECHNIQUES ADOPTED BY VISHAL MEGA MART 3. Price-off offer: Under this offer, products are sold at a price lower than the original price. This type of scheme is designed to boost up sales in off-season and sometimes while introducing a new product in the market. Example: · Buy 2 men T-shirts at Rs. 599/- and 1 T-shirt at Rs. 399/- (MRP: Rs.399/T shirt). · Buy 2 men T-shirts at Rs. 749/- and 1 T-shirt at Rs. 499/- (MRP: Rs.499/T-shirt). · Buy 3 men round neck T-shirts for Rs. 399/- (MRP: Rs.199/T-shirt). · Buy 2 men V neck T-shirts at Rs. 499/- and 1 T-shirt for Rs. 299/- (MRP: Rs. 299/T-shirt). · Buy 3 women T-shirts at Rs. 399/- (MRP: Rs.199/T-shirt). · Buy 1 woman top and get Rs. 100/- off on the bottoms. 4. Discounts: Under this, the products are sold at a discounted price with percentage discounts on the original price. This type of scheme is designed to boost up sales in off-season. Example: · 30% off on all the men formal shirts and trousers. · 30 % off on all the women formals and casual outfits. 5. End of season sale: End of Season sale or stock Clearance sale is been conducted at Vishal Mega Mart factory outlets. They are offering surprising discounts as if you buy 2 any items of garments and you will get 3 more with your choice absolutely free. These offers are given as celebration of New Year. 6. Seasonal offers: Vishal Mega Mart provides the customers with various discounts and price-off offers at the stores and factory outlets on the seasons like winter and monsoon. This type of scheme is designed to boost up sales in these seasons.
  54. 54. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 54 7. Festival offers: Vishal Mega Mart have come up with festive offer during Diwali and Christmas by giving away gifts for purchases that are made at the store for cheaper price. If you shop for Rs. 4500 you get a Trolley bag worth Rs. 1299 for Rs. 149 only. If you shop for Rs. 2400 and above you get a lemon set, which is said to be imported, worth Rs. 649 for Rs. 99 only. 8. New Year offers: Vishal Mega Mart offers gifts for purchases that are make at the store during the New Year for cheaper price. If you shop for Rs. 3500 you get a Imported Designer Glass Set for Rs. 249 only. If you shop for Rs. 2500, you get a 3 nights and 4 days holiday package for a couple on an International cruise. 9. Discount Coupons: Vishal Mega Mart offers 25% discount on its large range of apparels. The coupon is valid for limited period. This coupon is valid for 25% off on any product purchased from www.vishalmegamart.com 10. Gift Vouchers: Vishal mega mart Fresh Fashion offers many vouchers ranging different denominations like Rs100, Rs.250, Rs.1000 and Rs.2000. These vouchers are exchangeable with the products by the customers at all the Vishal Mega Mart showrooms in India. The vouchers are a better option rather than gifts for the employees and customers as they are not bound for a particular thing to accept. They are given free choice for choosing better gifts for themselves by using vouchers. Vishal Mega Mart vouchers offer a wide range of products and services for shopping. It has got coverage in 15 cities including 22 outlets. It thus offers good gift vouchers to its customers, clients and sales force also to keep good relationships amongst each other. The most famous Gift Vouchers by Pantaloons Fresh Fashion are Trendsetters and Connoisseurs Choice.
  55. 55. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 55 7.16 SWOT ANALYSIS Strength:  High Brand Equity in evolving retails markets.  State-of-art infrastructure of Big Bazaar outlets.  POP to increase the purchase.  One stop shop for variety of products, increasing customer time and available choices.  Understanding of the ‘value retail’ segment.  Garment sector of the Vishal is much more superior to other retail stores.  It segments on middle and lower middle income groups.
  56. 56. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 56 Weakness:  Unable to meet store opening target so far.  Falling revenue per square feet.  Employees behavior is not professional.  Daily customers footfall is very less around 200 to 300 average.  Inexperienced and unskilled management team except managers.  Supply chain management is quite slow.  No brand awareness for the product.  Lack of proper extraction of work from staff.  Need to include more assortment & varieties of the same item.  Need to provide more offers/ discounts on FMCG in comparison of Big bazaar, Reliance Fresh, Easyday & V-Mart.  Need to improve store layout according to customer facility. Opportunity:  Increasing customer satisfaction and our base of loyal customers  Emphasis on Backward Integration.  Expansion of FMCG.  Continue to upgrade information technology systems and processes  Continue to train employees and seek entrepreneurship from employees.  To increase the customer satisfaction by providing different variety of products. Threat:  Global big players planning to foray into market.  Government policies are not well-defined in India.  Unorganized retail market of India.  Independent small stores.  Demographic Changes.  V-Mart, Reliance fresh, Easy day & Big-Bazaar.  Overseas group entering the market.  Increased competition in the domestic market.
  57. 57. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 57 7.17 E - COMMERCE The uses of computers and internet have been expanding significantly over the years. Presently internet has been used widely as a means of communication, as a potential source of information, as a means of entertainment and many more. With in few years after existence of internet, business men realized the possibilities of using internet as a medium of business. This idea kick started the first online business ventures. Modern technology has been developed to the extent that even shopping made possible over the internet. The process of shopping done over the internet is called online shopping. Both products and services can be purchased by online shopping. Online shopping is used for business to business transactions or business to customer transactions with applications of electronic commerce (E-Commerce). Vishal Mega Mart is soon launching its online shopping website this summer named as www.vishalmegamart.com which promises to be a boon for its customers. VRPL has its own site named as www.vishalmegamart.net. Vishalmegamart.net is concerned about the safety and security of their website and customers.
  58. 58. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 58 Accordingly, they have put a number of technological protections in place to ensure that their transaction process is extremely safe and that their customers' information is secure. They provide a large amount of information to their customers, suppliers through their website. This information includes their stores in different areas, cities with correct address and contact no’s, products being offered by them, career opportunities, enquiry, supplier’s zone etc. Vishal Mega Mart also provides opportunities to its customers by collaborating with shopping.indiatimes.com and with shopping.rediff.com.
  59. 59. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 59 HOW TO SHOP Firstly, you have to register yourself with the shopping.indiatimes.com & shopping.rediff.com. Place your order through following these 7 quick and easy steps: 1. Find the Items You Want to buy. 2. Add the Items to Your Shopping Bag 3. Proceed to Checkout 4. Sign In/Create a New Account/Choose guest checkout 5. Enter a Shipping Address 6. Provide Payment Information and authorization 7. View or print your Order Acknowledgment and check your Order status.
  60. 60. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 60 Chapter -2 RESEARCH METHODOLOGY
  61. 61. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 61 Meaning of Research Redman and Mory define research as a “systemized effort to gain new knowledge.” Some people consider research as a movement, a movement from the known to the unknown. Research is an academic activity and as such the term should be used in a technical sense. According to Clifford Woody, research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. Objectives of Research The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has it’s own specific purpose but the research objectives can be listed into a number of broad categories, as following 1. To gain familiarity with a phenomenon or to achieve new insights into it. Studies with this object in view are termed as exploratory or formulative research studies. 2. To portray accurately the characteristics of a particular individual, situation or a group. Studies with this object in view are known as descriptive research studies.
  62. 62. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 62 3. To determine the frequency with which something occurs or with which it is associated with something else. Studies with this object in view are known as diagnostic research studies. 4. To test a hypothesis of a casual relationship between variables. Such studies are known as hypothesis-testing research studies. Significance of Research “All process is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry and inquiry leads to invention.” Is a famous Hudson Maxim in context of which the significance of research can well be understood? Increased amounts of research make progress possible. Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking and organization. The role of research in several fields of applied economics, whether related to business or to the economy as a whole, has greatly increased in modern times. The increasing complex nature of business and government has focused attention on the use of research in solving operational problems. Research, as an aid to economic policy, has gained added importance, both for government and business. Research Methodology Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the
  63. 63. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 63 researcher to know not only the research methods or techniques but also the methodology. Data Collection Source Information was collected through both primary and secondary sources. Primary Data: In some cases the researchers may realize the need for collecting the first hand information. As in the case of everyday life, if we want to have first hand information or any happening or event, we either ask someone who knows about it or we observe it ourselves, we do the both. Thus, the two methods by which primary data can be collected is observation and questionnaire. Secondary Data: Any data, which have been gathered earlier for some other purpose, are secondary data in the hands of researcher. The data collected for this project has been taken from the secondary source. Sources of secondary data are:-  Internet  Magazines  Publications  Newspapers  Broachers
  64. 64. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 64 8.1. OBJECTIVES OF THE STUDY  To know the strategy adopted by V-MART and Vishal Mega Mart in the current retail marketing environment.  To have a proper understanding and analysis of V-MART and Vishal Mega Mart  To know the marketing strategies that V-MART and Vishal Mega Mart adopted to make a good relationship with its customers.  To know the people perceptions towards V-MART and Vishal Mega Mart.  To compare the marketing strategy adopted by V-MART and Vishal Mega Mart.  To know consumer perception toward the V-MART and Vishal Mega Mart.
  65. 65. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 65 8.2. RESEARCH METHODOLOGY Method of data collection used in the research is PRIMARY DATA collection method  Primary Data - QUESTIONNAIRE.  Sample Size - 100  Sample profile - Customer of V-MART and Vishal Mega Mart (nakkhas branch) .  Sampling technique - Simple random sampling.  Research design - Descriptive research. This research is conducted into an issue or problem where there are few or no earlier studies to refer. The focus is on gaining insights and familarity for later investigation. Here data is often quantitative and statistics applied. It is used to identify and obtain information on a particular problem or issue. Finally, casual or predictive research seeks to explain what is happening in a particular situation. In my project I have also used descriptive research for secondary data because the main goal of this type of research is to describe the data and characteristics about what is being studied and descriptive research is mainly done when a researcher wants to gain a better understanding of a topic It is quantitative and uses surveys and panels and also the use of probability sampling. Secondary data-  www.vmart.co.in ,  www.myvishal.com  Newspaper,  journals.
  66. 66. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 66 CHAPTER -3 Data analysis And Interpretation
  67. 67. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 67 Q1. Which retail market comes to your mind when you think of shopping ? V-MART 34 VISHAL MEGA MART 43 OTHER 23 As per this study suggested that Vishal Mega Mart is still has market leadership in India because 43% of the people say they prefer Vishal Mega Mart.34% of the people say they prefer v-mart for shopping while 23% people say they prefer other retail outlet for good shopping experience. 34% 43% 23% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% V-MART VISHAL MEGA MART OTHER
  68. 68. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 68 Q2. Which retail store do you use at present? V-MART 34 VISHAL MEGA MART 43 OTHER 23 As per this study suggested that 43% people are using vishal mega mart and 34% people people say they use v-mart retail outlet for shopping while 23% people say they prefer other outlets for shopping 34% 43% 23% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% V-MART VISHAL MEGA MART OTHER
  69. 69. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 69 Q3. Which mode has motivated your purchase for the particular brand? a) Newspaper b) Television b) Family and friends d) Others Newspaper 33 television 26 Family and friends 19 others 22 As per this study suggested that 33% of people are aware of the outlet from the newspaper,26% people are aware from television,19%people are aware of different promotional activities from the family and friends and 19% people said that they are motivated to purchase from the outlet from other outlets. 33% 26% 19% 22% newspaper television family and friends other
  70. 70. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 70 Q4. Are you satisfied with the current purchase? Fully Satisfied Somewhat Satisfied Not Satisfied Fully Satisfied Somewhat Satisfied Not Satisfied 57 33 10 As per this study suggested that 57% people are satisfied with there purchase where 33% of people are not fully satisfied with there purchase and 10% of people are not satisfied with there purchase. 57% 33% 10% Sales fully satisfied somewhat satisfied not satisfied
  71. 71. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 71 Q5. From Which retail store you purchase in future and why? V-MART 33 Vishal Mega Mart 54 other 13 As per the study suggested that 54% of people will go with Vishal mega mart in future and 33% of people will go with V-mart and 13% of people prefer other outlets in future. 33% 54% 13% V-MART VISHAL MM OTHER
  72. 72. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 72 Q.6. In the following scale how do you rate V-MART and Vishal Mega Mart on following parameters? (1=excellent,2=v. good,3=good,4=average,5=poor) Brands excellent V good good average poor 1 V-MART 40 12 26 20 2 2 VISHAL MM 52 18 21 8 1 As per the study suggested that people are more satisfied with the vishal mega mart retail outlet then V-mart. V-MART VISHAL MEGA MART EXCELLENT 40 52 VGOOD 12 18 GOOD 26 21 AVERAGE 20 8 POOR 2 3 0 10 20 30 40 50 60
  73. 73. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 73 Q.7.What you liked about that showroom? Particulars Brands V.Good Good Average Poor V.Poor 1. Reach of outlet V-Mart 70 10 18 1 1 Vishal Mega Mart 75 14 10 1 - 2. Availability of Designs V-Mart 55 22 19 4 - Vishal Mega Mart 69 27 4 - - 3. Parking area V-Mart 4 18 22 35 21 Vishal Mega Mart 34 47 18 1 - 4. Special offers like discounts. V-Mart 29 31 32 8 - Vishal Mega Mart 55 33 11 1 - 5. Behavior/helpfulness Of staff V-MART 64 16 20 - - Vishal Mega Mart 70 16 14 - -
  74. 74. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 74 Reach of outlet Availability of design Parking area special offers like discounts V-MART VISHAL MEGA MART v.good 70 75 good 10 14 average 18 10 poor 1 1 v.poor 1 1 0 10 20 30 40 50 60 70 80 V-MART VISHAL MEGA MART v.good 55 69 good 22 27 average 19 4 poor 4 v.poor 0 10 20 30 40 50 60 70 80 V-MART VISHAL MEGA MART v.good 4 34 good 18 47 average 22 18 poor 35 1 v.poor 21 0 5 10 15 20 25 30 35 40 45 50 V-MART VISHAL MEGA MART v.good 29 55 good 31 33 average 32 11 poor 8 1 v.poor 0 10 20 30 40 50 60
  75. 75. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 75 Behaviour/helpfulness of staff As per the study suggested that mostly customers of vishal mega mart are much more satisfied with the different services provided to them where customer are not fully satisfied by the services provided by V-mart like less parking area in comparision with parking space provided by vishal mega mart. V-MART VISHAL MEGA MART v.good 64 70 good 16 16 average 20 10 poor v.poor 0 10 20 30 40 50 60 70 80
  76. 76. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 76 9.2.Findings  As per this study suggested that Vishal Mega Mart is still has market leadership in LUCKNOW(nakkhas market) because 43% of the people say they prefer Vishal Mega Mart.34% of the people say they prefer v-mart for shopping while 23% people say they prefer other retail outlet for good shopping experience.  As per this study suggested that 43% people are using vishal mega mart and 34% people say they use v-mart retail outlet for shopping while 23% people say they prefer other outlets for shopping.  As per this study suggested that 33% of people are aware of the outlet from the newspaper,26% people are aware from television,19%people are aware of different promotional activities from the family and friends and 19% people said that they are motivated to purchase from the outlet from other outlets.  As per this study suggested that 57% people are satisfied with there purchase where 33% of people are not fully satisfied with there purchase and 10% of people are not satisfied with there purchase.  As per the study suggested that people are more satisfied with the vishal mega mart retail outlet then V-mart.  As per the study suggested that 54% of people will go with Vishal mega mart in future and 33% of people will go with V-mart and 13% of people prefer other outlets in future.  As per the study suggested that mostly customers of vishal mega mart are much more satisfied with the different services provided to them where customer are not fully satisfied by the services provided by V-mart like less parking area in comparision with parking space provided by vishal mega mart.
  77. 77. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 77 9.3. CONCLUSION In the research we found that Indian retail industry is very complicated in nature because the taste and preferences of the customers vary a lot in nature. The customers are very choosy in nature; they are not ready to compromise with their requirements. The customers have lots of option related to the choices. There are many competitors in the retail industry. So the sales and promotion activity of the company is the only tool to attract the customers. On the basis of different aspects of comparative analysis of both the retail store V-Mart and Vishal Mega Mart it’s found that mostly above 50% of the people prefer vishal mega mart due to availability of variety, ranges, design and many other aspects.V-mart have different variety of products of different ranges for different age group but is not able o develop good marketing image of there brand in customer mind. But still the customers face some complaints such as:  Low variety of products are available only and customization of products is not there.  Prices are not mentioned at all places and at all products.  Prices are not competitive as they are assumed to be higher when consumers are visiting other retail outlets.  Lack of space in the store while shopping and moving within a store.  There is a long delay at the billing payment counter mainly because of less number of billing machine.  TO work effectively in the market and face the challenges in the current marketing situation organization must have to adopt a very efficient and good MARKETING STRATEGY.
  78. 78. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 78 9.4 SUGGESTIONS AND RECOMMENDATIONS  Company should try to increase publicity in and around 0-10 kms of V- Mart with the help of different modes like local FM radio, print media, and posters especially when there are special schemes for customers.  V- Mart and Vishal Mega Mart should introduce various schemes periodically, say once in forth nightly.  It is suggested that the company should adopt aggressive marketing campaigning and advertising during times of seasonal bulk items like wheat, oil, ghee, spices etc. and provide fair discounts on bulk purchase.  From the consumer perception evaluation of the store and services it is recommend that store should maintain the quality level in each categories of product.  Making stalls in corporate mela’s like trade fair, maybe beneficial to create brand image of its product  Company should provide regular training to their staff and aware him with the modern technique of selling and customer dealing.  A special discount may be given on purchases exceeding certain limits.  There should be more number of billing machines at the billing counter..  Constant reminder of discounts through pamphlets, speakers inside the store for inducing consumers for impulse buying.  Proper advertisement in press and outdoor to make V- Mart should be visible in the eyes of consumers.  Customer care service can be introduced.  More branded products can be displayed in the store as people still prefer branded clothes than offered by local vendors.  Customization of clothing should be given an important consideration.  Should provide more festival schemes and at proper time.
  79. 79. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 79 9.5. LIMITATIONS OF THE STUDY Although it would have been nice to conduct a perfect research study, but this study is conducted under certain limitations, which were faced while doing this research. So it is highly recommended to consider these limitations while going through the project study. These limitations are as follows  LIMITATION OF DATA The statistical data regarding the city was not available to us on secondary source of data and to generate such data on the primary source was a task, which cannot be achieved in such a short time.  LIMITATION OF TIME The limitation of time was another constraint in the study as the study had to be conducted in few months therefore many aspects have been left unexplored. Locating the target customers is very time consuming. Research period is not just much enough to know fully about the Price strategies & consumers perception about V-Mart.  INHIBITIONS OF THE RESPONDENTS The respondents did not reply the question with precision as they were busy with their own work or they were not interested in taking part in such a research. Employees sometimes feel hesitated while telling about their view about their marketing strategies. Other Limitations are:-  Sample size is limited due to the limited period allocated for the survey.  Getting accurate responses from the respondents due to their inherent problem is difficult. They may be partial or refuse to cooperate.  Respondents may not be interested to give the data.  Sometime respondents are not taking interest in such type of surveys therefore there is chance that they might be giving wrong information.  The respondents are free from all barriers so he/she can give his/her opinion which may not be true in many occasions.
  80. 80. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 80 10.BIBLIOGRAPHY  V-Mart prospectus.  Csr report, reviews.  Journals etc.  www.myvishal.com  www.vmart.co.in
  81. 81. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 81 ANNEXURE
  82. 82. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 82 QUESTIONNAIRE Q1. Which retail market comes to your mind when you think of shopping ? V-MART VISHAL MEGA MART OTHER Q2. Which retail store do you use at present? V-MART VISHAL MEGA MART OTHER Q3. Which mode has motivated your purchase for the particular brand? Newspaper television Family and friends others Q4. Are you satisfied with the current purchase? Fully Satisfied Somewhat Satisfied Not Satisfied Q5. From Which retail store you purchase in future and why? A -V-MART B-VISHAL MEGA MART C-OTHER
  83. 83. “MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY” 83 Q.6. In the following scale how do you rate V-MART and Vishal Mega Mart on following parameters? (1=excellent,2=v. good,3=good,4=average,5=poor) Brands excellent V good good average poor 1 V-MART 2 VISHAL MM Q.7.What you liked about that showroom? Particulars Brands V.Good Good Average Poor V.Poor Reach of outlet V-Mart Vishal MM Availability of Designs V-Mart Vishal MM Parking area V-Mart Vishal MM Special offers like discounts. V-Mart Vishal MM Behavior/helpfulness Of staff V-MART Vishal mm

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