Dmart is an Indian chain of cash-and-carry wholesale stores founded in 2002. It was incorporated in 2000 by Radhakishan Damani and has expanded to 155 stores across India as of 2018. Dmart's mission is to provide the best value to customers by offering lower prices than competitors through a business model of bulk purchasing, limited advertising, and direct ownership of real estate. It offers a wide range of products from groceries and household goods to garments, electronics, and beauty products.

1. E- Commerce & Retail Management
Group 6
Shubham Rathi
Tijo George
Rohit Anand
Akshansh Chaudhary
Priti Chhanda Palta Singh
Khyati Jain

2. History
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Incorporated in 2000 by our promoter Mr. Radhakishan Damani
First store of Dmart got lauched in maharastra
2000
2002
2011
2016
20172018
IPO
Expanded to nearby
states

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INTRODUCTION
• Chain of hypermarkets
• Founder - Radhakishan Damani in 2000
• As of 2018, it has 155 stores across whole India
• D Mart is promoted by Avenue Supermarts Ltd.
• Revenue – 15,081.53 Cr. (31st March 2018)
• Mission – ‘Provide the best value possible for our customers, so that every rupee they
spend on shopping with us gives them more value for money than they would get
anywhere else.’

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FEATURES
• Low Prices
• Big Stores
• Great Discounts & Schemes
• Short Distribution Channel
• Wide variety of products & brands
• Offering Value for Money
• Stand Alone stores
• Spacious and Located at Prime Locations

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FINANCIAL STABILITY

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FINANCIAL STABILITY

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KEY PRODUCT CATEGORY-REVENUE

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VISUAL MERCHANDIZING

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VISUAL MERCHANDIZING -AT THE ENTRANCE

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VISUAL MERCHANDIZING -AT EYE LEVEL

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VISUAL MERCHANDIZING – BILLING COUNTERD

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VISUAL MERCHANDIZING-SEASONAL PRODUCT

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CATEGORIES (1/2)

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CATEGORIES (2/2)

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BRAND PORTFOLIO
and many more…

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PRICING
D Mart – Low Pricing, Heavy Discounts, Offers
• Low Advertising
• Own buildings
• Bulk buying
• Short Distributor Channel

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PRICING

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PRICING

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PRODUCT SEGMENTATION
 Inventory – Bulk Purchase for 26 days
GROCERY
ITEMS &
EATABLES
• Cooking oil
• Fruits
• Vegetables
• Flours &
Grains
• Pulses
• Dairy
products
• Biscuits,
chocolates etc
HOUSEHOLD
ITEMS
• Stainless
steel products
• Bed & Bath
linen products
• Travelling
bags
• Plastic
containers
GARMENTS
• Ladies
Garments
• Men
garments
• Kids
Apparel
ELECTRONIC
PRODUCTS
• Steam iron
• Mixer &
Juicer
• Torch
• Grill toaster
FOOTWEARS
• Ladies
footwear
• Men
footwear
• Kids
footwear
BEAUTY
PRODUCTS
• Skin care
• Hair care
• Dental care
• Deos &
Perfumes
• Health care
TOYS &
STATIONARY
PRODUCTS
• Toys, Game
products etc.
• Pen, pencil,
Notebooks
etc.
DMART’S
OWN
PRODUCT
LINE
• Grocery
items (Premia)
• Electronic
appliances
etc.

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STRONG SEASONS
• Seasonal Offers – Summers - Discounted drinks and dairy
Rainy - Umbrellas, Raincoats
Winter - Woollen Products
•Festival Offers
• Weekends
• Month Beginning

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MARKETING
• Offers gift coupons to reward its employees and during certain periods to boost its sales
• Coupons allotted to customers when they meet certain standards of bulk purchase
• Discounts offered during festive seasons
Example:10% off on prices of Cadbury products during Raksha Bandhan
• D-Mart also creates brand awareness and visibility through hoardings
• Target Audience – Low Income to High Income level

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COMPETITOR’S

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SEGMENTATION
SEGMENTATION TARGET
DEMOGRAPHIC
All age group
Middle class & Lower class people
GEOGRAPHIC Metropolitans, Tier 1, Tier 2 & Tier 3 cities
PHYCHOGRAPHIC Experience
BEHAVIORAL Emerging affluent, Rurban ,Time starved

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TARGETING & POSITIONING
Middle & Lower Class.
All age groups.
Tier 1,2,3 cities.
Positioning Statement- Daily discount, Daily savings
Value based positioning.
Focus on smart purchase
TARGETING
POSITIONING

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ADVERTISEMENTS & PROMOTIONS
•DMART hoardings can be found on the lamp posts on major roads in Navi Mumbai
area
•DMART usually advertises in major newspaper giving information about their latest
offers
•Promotions and sales offers were present for most of the products
• Eg - There’s a 10% discount on all Cinthol products and Cadbury chocolates
• There was one separate whole shelf for products that were offered at huge discounts

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ADVERTISEMENTS & PROMOTIONS
At Bus stop
Newspaper Adv.

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PRESENCE
Planned to open 15 – 20 stores

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ONLINE PRESENCE
•D Mart Ready
* 40 booths in Mumbai
* Order Online – pick up from kiosks or Home delivery
• Mobile Application for shopping
•Social Media Presence
* Facebook
* LinkedIn

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SOCIAL OUTREACH
• Believes in corporate social responsibility
• Focus on sustained economic performance
• Enrich the lives of the future generation – the children of our country
• Gavanpada MCGM School – Mulund  Pant Nagar MCGM School
• Ramabai MCGM School  Kamraj Nagar MCGM School

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DMART VISIT

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Thank you!