Dmart, founded in 2002 by Radhakishan Damani, is a leading hypermarket chain in India with 154 stores across various states, focusing on low pricing and long-term customer service. The company emphasizes a self-service model, tapping into the growing Indian retail market while facing competition from online retailers. Dmart's marketing strategy includes a diverse range of products, economic pricing, and promotional activities aimed at enhancing customer engagement and brand visibility.

1. Dmart
Mehnat Hamari Bachat Apki.
MADE BY:-
Satyam Sahu
Sahnawaz Rain
Vivek Pawar

2. Introduction
• DMart is a chain of hypermarket and supermarkets in India founded by
Radhakishan Damani in the year 2002. As of 2018, it has 154 stores spread
across Maharashtra, Andhra Pradesh, Telangana, Gujarat, Madhya
Pradesh, Chhattisgarh, Rajasthan, National Capital Region, Tamil
Nadu, Karnataka and Punjab.
• DMart is promoted by Avenue Supermarts Ltd. (ASL). The company has its
headquarters in Mumbai.
Founded Powai, Mumbai,
Maharashtra(15
May 2002.

3. Retail Format
Pricing
Store location
services
Advertise and
promotion
Interior and
exterior design
Store layout
Visual
merchandise
merchandise

4. Competitors

6. Points, taken care of
• 1. The Indian customer, who shops at air-conditioned stores, does
not run her family’s grocery needs on a tight budget. While
supermarket customers are, by and large, well-to-do people, yet
everyone wants to save money. People with money buy more, to
achieve higher savings. DMart’s pricing is designed for the customers
to save more across everything she buys. However, those who buy
bigger packs save even more. It’s as simple as that! The merchandise
department of DMart, its buyers, act more like agents of the
customer and not of the company. This is in line with Sam Walton’s
description of his merchandise department. If the buyers buy better,
they can sell cheaper.

7. • 2. Store employees or associates are first generation retail workers
in India. Self-service retail is still in its early stages of evolution.
Combine this with the fact that culturally, in India, service and
servitude have often been treated as one and the same, and it
becomes obvious that introducing a service-oriented format in our
country is a mammoth task. Workers and servers in all walks of life
come from a different class and socio-economic background than the
people they serve.

8. • 3. Vendors, who deliver goods and get paid by retailers, are small
and medium traders, micro-entrepreneurs, by a vast majority. Even
when supermarkets buy goods made by reputed MNCs, the real last-
mile seller is often a distributor named Agarwal & Sons, for example.
Small traders in India, as a rule, are always short on capital and
perpetually stressed about their working capital situation. DMart
decided to be a market beater by paying faster than market norms to
its vendors.

9. SWOT analysis of D mart
•Strengths in the SWOT analysis of
D mart :
• Focus on long-term
• Slow scaling up
• Discount Policy
• Clear price based.

10. Weaknesses in the SWOT analysis
of D mart :
• Focus on certain places
• Slow growth
• Sustainability of low pricing
• No frills

11. Opportunities in the SWOT analysis of
D mart :
• Technology
• Personalization of services

12. Threats in the SWOT analysis of D
mart :
• Online retailers
• Online Start-ups

13. Marketing Mix of D-Mart – D-Mart Marketing Mix
• Product in the Marketing Mix of D-Mart :
• Food items including vegetables, fruits, dairy products, frozen eatables
• Grocery items like flour, rice, dal, sugar, salt
• Apparels for kids, male and females
• Beauty products and personal care including soap, shampoo, cleanser, toner
• Kitchenware including crockery, utensils, plastic containers
• Toys and games for children
• Home appliances like iron, mixer grinder, grill toaster
• Bed and bath linen
• Luggage like trolley bags
• Footwear for everyone including children, men and women
• Daily essentials like biscuits

14. Place in the Marketing Mix of D-Mart :
• Ahmedabad, Surat, Rajkot, and Bhuj in Gujarat, Tirupathi in Andhra
Pradesh, Hyderabad in Telangana, and Bangalore in Karnataka,
Mumbai and Kolhapur in Maharashtra.

15. Price in the Marketing Mix of D-Mart :
D-Mart is a departmental store and
believes in levying an economic pricing
policy for its products. The company has
taken a low-cost approach to target that
group which is price sensitive. As mass
merchandise is its mantra it has kept
prices at reasonable and economic rates
so that a customer can easily purchase
it. D-Mart has adopted a simple strategy
of garnering huge sales through
affordable prices and keeping price
range within reach of customers is its
top priority.

16. Promotions in the Marketing Mix of D-Mart :
D-Mart is one of the largest multi-brands in
India and to maintain its position as one of the
best, company has adopted several
promotional activities. It offers gift coupons to
reward its employees and during certain
periods to boost its sales, coupons are also
allotted to customers when they meet certain
standards of bulk purchase. Discounts are
offered during festive seasons, for example,
there was a 10% off on prices of Cadbury
products during Raksha Bandhan. D-Mart also
creates brand awareness and visibility through
hoardings. Latest offers and schemes can be
easily known through its promotional activities
that are published in newspapers.