A STUDY ON
Marketing Strategy of V-MART
Maiden store Ahmedabad
Products Apparels, Non Apparels,
Department, Grocery store
Key People LALIT AGARWAL,
Punchline ‘Sabse sasta,Sabse Acha’
Retail Space 8.20 Thousand Sq Mtr
Advantage (tier II & tier III cities)
Currently 108 outlets
Overview of V-MART
First incorporated as Varin Commercial Private Limited under
the Companies Act in 2002 in West Bengal. Then in 2003,
V-MART opened maiden store in Ahmadabad (Gujarat).
In the Year 2004 V-MART opened first store in capital city, New
Delhi. Further in 2006 V-MART crossed 1 lac sq.ft. retail space.
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 INR As the time passes by V-MART 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, V-MART achieved a turnover of over
INR 2,000 million in 2011-12 In the Year 2015 V-MART crossed
the retail space of 8.20 Thousand Sq. Mtrs.
V-Mart is a complete family fashion store that provides its
customers true value for their money.
V-MART offer 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
V-MART primarily operate in tier II & tier III cities with the chain of “Value Retail”
departmental stores. Our stores cater to the needs of the entire family altogether by
offering apparels, general merchandise and kirana goods.
V-MART has 108 stores across 91 cities in 12 states and union territories, with a
total retail area of 8.82 Lac sq.ft (8.20 Thousand Sq Mtr.). V-MART stores are located
in prime states/cities such as Bihar, Chandigarh, Gujarat, Haryana, Jammu & Kashmir,
Madhya Pradesh, New Delhi, Punjab, Rajasthan, Uttarakhand and Uttar Pradesh. We
are amongst the pioneers in setting up modern ambience stores or large retail malls
across various small towns and cities like including Sultanpur,Faizabad,Ujjain,Motihari
• Apparels = Private Labels + other
• Non- Apparels= Other
• FMCG= Private + Other
Trying to increase the proportion of Private Labels
Cup and plates
Board of director
Chairman and Managing Director
C F O
• Company was incorporated as VARIN COMMERCIAL PRIVATE
• Open maiden store in the state of Gujrat.2003
• Open maiden store in NEW DELHI2004
• Changed our name from Varin Commercial Private Limited to V-
Mart Retail Private Limited2006
• Converted into a public limited company from V-Mart Retail Private
Limited to V-mart Retail Limited2008
• Achieved a turnover of over ` 2,000 million in Fiscal 20112011
• Crossed an aggregate of 500,000 square feet of retail space2012
Marketing strategy of V-MART
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
Hiring people with disability by
joining hand with SARTAK
To know the strategy adopted by V-MART in the current
retail marketing environment.
To have a proper understanding and analysis of V-MART
To know the marketing strategies that V-MART adopted to
make a good relationship with its customers.
To know the people perceptions towards V-MART.
To evaluate the recent trends of Indian retail industry in
order to come out with prospects for India’s one of leading
retail chains V-MART.
Method of data collection used in the research is PRIMARY DATA
Primary Data –
sample size -100
Sample profile- customer of V-MART
QUESTION 1:- How do you know
about V –Mart ?
TV Hoarding Newspaper friends Net
QUESTION 2 :- How often do you
come at V- Mart ?
once in a week twice in a week once on a month
QUESTION 3:- On an average how
much amount of money do you spend
on a visit ?
30 below 500
QUESTION 4:- What kind of products
do you purchase from V-Mart ?
Apparels Non-Apparels Food Items Home Appliances.
QUESTION 5 :- How would you rate
the following attributes for V-Mart?
Ambience Display Location Layout of
Very good good Average Poor Very Poor
QUESTION 6:-Are you aware about
various schemes of V-Mart on regular
no of respondent
QUESTION 7:- What excites you most
for shopping at V-Mart ?
Buy 1 get 1
No. of respondents
It is found that 31% of the people came to know about V-Mart through newspaper.
It is found that consumer attitude towards frequency of visit seems that 49% of majority
consumers prefer to visit the store Once in a week.
The main selling area of V-Mart is Garments and Food.
The analysis shows that 26% of people spend Rs. 1000-1500 on a visit at V-Mart
whereas 24% of respondents said that they spend BELOW 500, Only 17% of customers spend
above 2000 on a visit at V-Mart.
41% of the total number of respondents said that they are not aware of different
schemes provided by V-Mart and remaining 59% said that they are aware of different schemes.
Majority of respondent’s said that discount on ,buy 1 get 1 free and more variety offer
on products excites them most for shopping at V-Mart.
Mostly all the respondent are not satisfied with the parking facility available at V-MART
Company should try to increase publicity in and around 0-10 kms of V-MART with the help of
different medias like local FM radio, print media, and posters especially when there are special
schemes for customers.
V-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.
Making stalls in corporate mela’s like trade fair, maybe beneficial to create brand image of
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.
Should enlarge the parking area
Limitation of data.
Limitation of time.
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
In the research I 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.
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