3. ABSTRACT:
India is loand increasing RETAIL opportunities.
Retailing has bright prospects, propelled by the
lifestyle changes taking place among the customers.
The retailers have realized that creating superior
customer service is the key for their success.
The challenge to the retailer is not only to satisfy the
customers, but also to delight and retain relationship
with the customers.
4. In this situation, well carved-out retail marketing
strategy is essential which is specially designed for
maintaining Customer Relationship Management
and also which is the need of the hour.
8. 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
9. LOCATION
Situated at Koparkhairane since the last seven years.
This area has got lot of potential in terms of
customers.The middle income group mainly resides
here and nearby areas.
There is lot of traffic (both vehicular and pedestrian).
Also it is easy to access from Koparkhairane side since
TMT, NMMT, KDMT and BEST bus stop is
nearby.
10. Large frontage makes mall clearly visible from
outside.
ATMs are available near the mall for one to
withdraw money, if required.
11. LAYOUT
All FMCG products 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.
12. Each section has one attendant on average. The floor
cleaning activity is outsourced.
13. EXTERIOR DESIGN
The exterior 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 the
customers with metal detectors for security reasons.
There is a single door for entry, whereas two doors for
exit.
14. Located in the middle of koparkhairane. The exterior
design is very ordinary and functional at best. It
consists of a three storey complex. The building is
painted white with D-MART logo clearly visible
from the road.
15. INTERIOR DESIGN
The interiors 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.
16.
17.
18. CATEGORY OF PRODUCTS
1. Grocery 8. Cosmetic Items/
2. Fruit & Vegetables Beauty care
3. Beverages 9. Medicines
4. Frozen Food 10. Household utensil
5. Dairy products 11. Fashion accessories.
6. Personal and 12. Movie CD’s and
Home care Gifts articles
7. Footwares 13.Apparels/Garments
19. MERCHANDISE
The product mix 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.
20. 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.
21. 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.
22. 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.
23. PRICING
The prices offered 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.
24. Multiple unit pricing: - This strategy was followed
for stimulating sales.
E.g.:- Soap bars bundled together
25. CRM STRATEGIES /PRACTICES
Setting up an Image of a DISCOUNT
STORE:-
Now day’s people more attract towards
discount stores. D-Mart is Retail store which come
with the discount rate of product.
They give discount on all the daily usage
product. Because of this customer’s are automatically
attract towards them.
26. Offers VALUE FOR MONEY.
Provides a lot of offers:-
Some for a specific period
Some throughout the year
TARGET GROUP:-
Valueconscious
Upper / Lower middle income customers.
27. SWOT ANALYSIS FOR D-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.
28. - 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.
29. OPPORTUNITIES:
- Booming retail sector.
- 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.
