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- 1. STORE MANAGEMENT ATD-MART NAME:- PRAJWAL TARANGE CLASS:- MBA 2 DIV:- ZCOER ROLL NO. :- SMB1211046 SUB:- RETAIL MARKETING
- 2. - D MART MEHNAT HAMARIBACHAT AAP KI...! MISSION “ TO BE THE LOWEST PRICED RETAILER IN THE AREA OF OPERATION / CITY / REGION.” VISION IT IS OUR CONTINOUS ENDAVOUR TO INVESTIGATE, IDENTIFY & MAKE AVAILABLE NEW PRODUCT CATEGORIES FOR CUSTOMER’S EVERYDAY USE & AT THE BEST VALUES THAN ANYBODY ELSE
- 3. IMAGE SET-UP Settingup an Image of a DISCOUNT STORE. Offers VALUE FOR MONEY Provides a lot of offers ⚫ Some for a specific period ⚫ Some throughout the year TARGET GROUP: ⚫ Value conscious ⚫ Upper / Lower middle income customers.
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- 5. LOCATION Situated atLohegaon road since the last two years. This area has got lot of potential in terms of customers.The middle income group mainly resides here and nearby areas. Large frontage makes mall clearly visible from outside. ATMs are available near the mall for one to withdraw money, if required.
- 6. PARKING Parking atthis mall is a big problem for shoppers.Since there is no parking space provided by mall, the customers have to park their vehicles at their own risk. The visitor face problem in finding parking space, sometimes they spend lot of their time in searching for parking space or even need to go far off in order to park their vehicles. After having shopped from the mall, carrying the purchased items (sometimes heavy) till the vehicle becomes a big issue.
- 7. LAYOUT All FMCGproducts which are used daily are kept on the ground floor The Vegetables and medicines counter are also situated on the ground floor. The first floor is mainly for apparels/Garments. Mens, women and kids wear are available on this floor The second floor stores all the home appliances, utensils, sports equipments, and gift articles etc. Each section has one attendant on average. The floor cleaning activity is outsourced.
- 8. COLD STORAGE REFU ND COUN TER WAY TOFIRST FLOOR BAGGAGE COUNTER GROUND FLOOR CUTOMER SERVICE COUNTER PAYMENT PAYMENT SNACKS AND SWEETS MEDICAL STORE DRAWING & SCHOOL ARTICALS DETERGENT SOAPS COSMETICS BAKED PRODUCTS PERSONAL CARE BISCUITS & FARSAN TOILETRIES FLOOR MANAGER PAYMENT PAYMENT VEGETABLES & GROCERY LIFT TOILET WATER SKIN CARE
- 9. WAY TO II FLOOR FROMGROUND FLOOR TRIAL ROOM FIRST FLOOR KIDS WEAR LADIES WEAR CLOTH PIECE S UNDER GARMENTS FASHION ACCESORIES LOW PRICE T- SHIRTS FASHION ACCESORIES STORAGE TRIAL ROOMS LIF T S
- 10. UTENSIL PUJA ARTICLE S KITCHEN ITEMS TIFINBOX GIFT ARTICLES FROM FIRST FLOOR SPORTS EQUIPMENT LUGGAGE & BAGS HOME APPLIANCES STORAGE BED SHEET, TOWELS, CURTAINS & PILLOW COVER TOYS STORAGE LIFT SECOND FLOOR
- 11. EXTERIOR DESIGN Theexterior also houses baggage counters and safe deposits Certain food and refreshment stalls for the shoppers to enjoy. Metal railing are built for the shoppers to sit and rest. Security personnels are employed to check thecustomers with metal detectors for security reasons. There is a single door for entry, whereas two doors for exit.
- 12. INTERIOR DESIGN Theinteriors are green, associating it with the colour of their logo. The whole store was floored with ceramic tiles. Adequate light was focusing on product for the convenience of the customers. Music was pure soft hindi music which appealed to the target customers. DRAWBACKS : There was no proper storage space, heavy bulky products can be found lying on the floor. There is hardly any space between the two parallel racks selling general products. The shopping trolleys are not allowed to be carried from one floor to another floor. The ceiling was not properly constructed as a result the A/ C duct and outlets were exposed completely.
- 13. CATEGORY OF PRODUCTS 1. Grocery 2. Fruit & Vegetables 3. Beverages 4. Frozen Food 5. Dairy products 6. Personal and Home care 7. Footwares 8. Cosmetic Items/ Beauty care 9. Medicines 10. Household utensil 11. Fashion accessories. 12. Movie CD’s and Gifts articles 13.Apparels/Garments
- 14. MERCHANDISE The productmix is good & lot of variety is available. The assortments for apparels is done as per the price and size. The D-Mart offer price and the Max. Retail Price both were visible on the price card During the festival season, the festival items are kept in the main area. ⚫ A wide variety of festival and decorative items for Ganpati and Navratri festival are kept along the main passage. The whole area was divided as per the products that they offered like apparels, stationeries, crockery’s, sanitary items, gift articles, steel items, detergents, vegetables, fruits, etc.
- 15. DISADVANTAGES OF MERCHANDISING Atthe apparels section, the new entries were not displayed properly Products that needed appropriate cooling were not stored properly. ⚫ For Eg The Cadburys chocolate had begun to melt on the rack itself. As a result these items were not very appealingto buy. ⚫ packets of chocolate which were damaged were kept on the shelf which gave a bad impression to the customers. In the passage lot of material was stored thus blocking the movement of the customers. Only one way movement of Shoppers is possible.
- 16. ADVERTISING & PROMOTION D-Mart hoardings can be found on the lamp-posts on major roads in Navi Mumbai area. D-MART usually advertises in major newspapers giving information about their latest offers Promotion and sales offers were present for most of the items. ⚫ E.g. There were a discount of 10 % on all CINTHOL products and Cadbury chocolates. There was one separate whole shelf for products that were offered at huge discount for instance “HALDIRAM” sweets were selling at Rs.25 wherein the actual MRP was Rs.45. DRAWBACKS:There is no proper hoardings that shows D MART is in vicinity.
- 17. PRICING The pricesoffered are economical in D-mart. EDLP (Everyday low pricing) pricing strategy is followed. D-Mart offers minimum 2% to 10% discount on MRP and straight 5% on medical product, except grocery, vegetables and fruit items. (Bundled price) Two or more products were packed and were available at a discounted price. ⚫ E.g.:- Santoor soap bundled along with a Wipro CFL bulb. Multiple unit pricing: - This strategy was followed for stimulating sales. ⚫ E.g.:- Soap bars bundled together
- 18. SERVICES & PERSONALSELLING There were personal Selling for some newly launched products. ⚫ We observed an instance of personal selling for Procter and Gamble products like the Olay cream. ⚫ Also there was a huge amount of personal selling in case of perfumes and cosmetics and apparels. The service offered was okay. (Regarding- Security, Baggage counter) DRAWBACKS : The many staff were unfriendly and unfamiliar with rules. There were huge queues for billing products, there was no segmentation done for the customers on the basis of their purchases. Also customers frequently complained the debit/credit cards machines were not operating properly
- 19. SWOT ANALYSIS FORD-MART STRENGTH Low price, competitive price Good/stable image as a retail store Spacious and situated at a prime location WEAKNESS • Low brand loyalty among customers. Big bazaar has huge loyalty factor • Poor space utilization in stores. • No backing of a known corporate/business house. • Doesn’t sell electronic equipments, which are currently in huge demand.eg Laptops,Plasma TV’s, Digital cameras,Mobile phones. • Stand alone stores, not situated in any commercial building/malls/hub.
- 20. OPPORTUNITIES Booming retailsector. Limited presence in Suburbs, town markets can be potential untapped markets in major cities. THREAT Presence of competitors like Big bazar, Walmart, Reliance retail. Global Retail MNC’ S can open individual stores once FDI cap is removed.
- 21. SUGGESTIONS Operational flooris mainly utilized for storage. D-mart should build better storage shelves in the basement area, where back office is situated. Adequate and spacious trial rooms should be provided to avoid rush during peak hours and holidays. Products should be kept in shelves ,instead of products lying on the floor. Adequate shelves should be made instead of using the cartons of boxes doubling up as a shelf. The products were not properly kept on the shelves, and every shelf had certain damaged goods, so regular monitoring is necessary.
- 22. The staffis not well trained to handle customers belonging to different backgrounds and attitudes, so better selection and training programs should be initiated. The Ceiling is not appropriately constructed, as a result the A/C duct and outlets are exposed completely, we recommend D-Mart can hire services of a well renowned Retail interior specialist, and his services/recomendations can be adopted for the retail outlets of D-mart. D-Mart doesn’t have its website, so they should create its new website, which is updated on a regular basis.
- 23. They don`tallow customers to carry trolleys from one floor to another, So this practice should be avoided, and care should be taken that customers don’t face inconvenience while shopping. D-Mart should advertise regarding its outlets more often and should spend more on advertising for greater reach. Separate billing counter should be provided for shoppers purchasing few products / for faster customer turnover.