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DMart IMC
This document analyzes DMart's current positioning and customers, and proposes ways to target an emerging affluent customer segment. It identifies DMart's current customers as value-conscious and price-sensitive. Competitors use effective promotional campaigns. The document recommends positioning DMart as focusing on "smart purchases" and "bigger savings, better life" to target time-starved, achievers aged 25-50 in metropolitan and tier 1/2/3 cities. It proposes a digital, OOH, and broadcast advertising campaign using the agency Xebec to spread awareness, enhance image, and strengthen brand associations of value and quality.
DMart IMC
- 2. THE STORY SOFAR.. Founded on May 2002 by Radhakishan Damani, under Avenue supermarts ltd. 132 Stores across India. 53% revenues from food and grocery items & 21% from other fmcg products. Best in industry CAGR (40%) Best inventory turnover (14.18) Product prices 5-6% lower than all listed competitors. Our secret “Doing small things repeatedly & consistently” Positioning gives cues of “cheap/cheapest products” Expansion is a challenge with current positioning
- 3. THE ANALYSIS (Customers) CURRENTCUSTOMERS: • Value conscious. • First time consumers. • Price sensitive. • Promotions sensitive. • Content with no frills setup and limited choice. • Deals, promotions, word of mouth KPI.
- 4. COMPETITORS Highly competitive space. Competitorsstrive for cost leadership. Festivity based promotional campaigns (Big Bazaar Ganpathi, #dildar Diwali) Affective message strategy used for promotions by Big Bazaar, Reliance fresh. Informative communications used by online competitors and small scale retailers.
- 5. COMMUNICATIONS Catalogue/pamphlet based communications. Regionally focusedpromotions. Informative pamphlets, catalogues placed between regional newspaper and e- newspapers. Absence of any Pan India brand promotions. Focus on “daily discounts” Minimum focus on design,
- 6. OPPORTUNITY ANALYSIS “Emerging affluentmiddle class” • Expected to be responsible for almost 34% of retail consumption by 2025 (BCG) • Essential to locate and target this segment.
- 7. THE TARGET MARKET •Emerging affluent • Rurban • Time starved • Achievers • Experiencers • Affluent, Aspirers. • Age 25- 50. • Metropolitan,Tier 1, Tier 2 & Tier 3 cities. GEO. DEMO BEHAV. PSYCH. (VALS)
- 8. THE POSITIONING Value-Based Positioning. Focus on‘smart purchases’. Positioning statements “Buy Smart, Save Big” ‘Bigger Savings, Better Life”
- 9. DAGMAR Awareness is lowespecially in Metropolitan and Tier 1 cities. Customers are aware of the “cheap/low price” cues but need to be informed about the “value based positioning” Establish a superior brand promise “quality is our default, price is our effort” Motivate our target segment to make purchase decisions, using the “smart purchase” and “better life” positioning.
- 10. OBJECTIVES Spread Brand Awareness Enhance BrandImage Strengthen Brand Associations (Smart purchase, value)
- 11. BUDGET Objective and TaskApproach
- 12. ADVERTISING AGENCY XEBEC -Full service agency.
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- 14. MESSAGE STRATEGY Pre-emptive messages EmotionalAdvertising Comfort Advertising
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- 16. MEANS-END CHAIN Smart &value for money purchases, Presence across cities Better standard of life,Bigger savings Less Search Cost , High Reliability , High Assurance Happiness, Wisdom, comfortable life,Happy Life High Social Acceptance Self Fulfillment
- 17. Media class OBJECTIVE Spreading BrandAwareness Enhancing Brand Image Strengthen Brand Associations (Value, Made in India, Quality) Class Digital(#HumansofDMart (Twitter, Facebook, Instagram)) OoH(Billboard/Pamphlet Poster (Buy Smart, Save Big) E-City flyover, Kanakapura road, Banerghatta main road (Jayanagar),HAL Old airport road, Begur Main Road.) Broadcast (Video Campaign (Youtube, Television))
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- 20. ATTENTION – TARGETMARKET INTEREST DESIRE ACTION
- 21. Media Vehicle YouTube pageDMart will be created. Video will be advertised through YouTube, Hotstar, Amazon Prime. Television channels • TV9 News ( 8 pm - 9pm slot) • Colors Kannada ( 8pm – 9pm slot) LINK : (PASTE LINK HERE)