advertising, studies, mba, retail, more, aditya birla, marketing, awards, achievements, network, structure, pricing, supermarket, hypermarket, strategies, organizational structure, positioning, target audience,design, layout, size, store,offers,price,brand building activities, relationship management,

1. Presentation by-
Name- Neeraj Mandhan
Roll No- 45
IMS,KUK

2. Aditya Birla Retail Limited
Aditya Birla Retail Limited (ABRL) is the retail arm of Aditya Birla
Group, a $43 billion corporation. The company ventured into food and
grocery retail sectors in 2007 with the acquisition of Trinethra Super
Retail and subsequently expanded its presence across the country
under the brand Our Brands with two formats - Supermarkets and
Hypermarkets. There are currently 523 Supermarkets and 20
Hypermarkets and Our Brands aims to offer a shopping experience
that delivers unbeatable value and quality.

3. In keeping with our motto 'Quality 1st' , ABRL takes pride in being
the first ever Indian food and grocery retailer to receive the FSMS
(Food Safety Management System) certification. The company
received this certification for ensuring that the manufacturing, storage,
distribution and sale of food adheres to the highest quality standards.
ABRL's Re-Processing Centers are also FSMS certified. The Aditya
Birla Science and Technology Centre in Taloja drives our quest for
world-class quality through extensive research and development
across food and non-food categories.

4. Through Clubmore and our comprehensive range of brands, including
our Power Brands Vow, Feasters and Kitchen's Promise that offer
unbeatable value for homemakers, we aim to create customers that
keep on returning for more. In all, our family of Clubmore members
has grown to 20 million, all of whom enjoy a host of customised offers
and great savings.
ABRL follows the best industry practices in order to unlock the full
potential of its staff through our world-class learning institutes -
Aditya Birla Center for Retail Excellence and Gyanodaya. Coupled
with learning initiatives such as SPARK, Aarohan and Aarambh , these
initiatives are critical in helping our people imbibe the key
characteristics of our Quality 1st philosophy

5. Type Subsidiary
Industry Retailing
Founded 2007
Founder Kumar Mangalam Birla
Headquarters Mumbai, India
Number of locations 509 - Supermarkets, 20 Hypermarkets
Key people Mr. Mohit Kampani (CEO)
Products Supermarket
Hypermarket
Brands more.
Number of employees over 11,000

6. Vision
• To be the foremost Retail Brand which makes India healthy and happy, with an obsession
to provide wholesome and freshest foods.
• Passionately deliver convenient, competitive and meaningful solutions to the evolving
regular needs of the Indian consumer in a sustainable and responsible manner.
Mission
To deliver superior value to their customers, shareholders, employees and society at large
Values
• Integrity
• Commitment
• Passion
• Seamlessness
• Speed

7. • Integrity: Acting and taking decisions in a manner that is fair and honest. Following the
highest standards of professionalism and being recognized for doing so. Integrity for us
means not only financial and intellectual integrity, but encompasses all other forms as are
generally understood.
• Commitment: On the foundation of Integrity, doing all that is needed to deliver value to
all stakeholders. In the process, being accountable for our own actions and decisions,
those of our team and those in the part of the organization for which we are responsible.
• Passion: An energetic, intuitive zeal that arises from emotional engagement with the
organization that makes work joyful and inspires each one to give his or her best. A
voluntary, spontaneous and relentless pursuit of goals and objectives with the highest
level of energy and enthusiasm.
• Seamlessness: Thinking and working together across functional groups, hierarchies,
businesses and geographies. Leveraging diverse competencies and perspectives to garner
the benefits of synergy while promoting organizational unity through sharing and
collaborative efforts
• Speed: Responding to internal and external customers with a sense of urgency.
Continuously striving to finish before deadlines and choosing the best rhythm to
optimize organizational efficiencies.

8. Supermarket
• Conveniently located in your neighborhoods, there are 523 Our
Brands stores across the country offering a wide range of fresh fruits
and vegetables, groceries, personal care, home care, general
merchandise etc. Offering an irresistible combination of quality and
value, Our Brands aims to be the shopping destination of choice for
families everywhere

9. Hypermarket
• Our Brands is a one-stop shopping destination for the entire family.
There are currently 20 hypermarkets in operation and you can find a
large range of products across fruits and vegetables, groceries, Fresh
items(Bakery, Diary & Frozen), FMCG products, general
merchandise, apparels, consumer durables and IT goods.

10. Awards and Achievements
• 2017
Aditya Birla Retail Ltd won the "Best Legal Team 2017 IDEX Award"
in the runner up category.

11. • More Quality 1st Supermarket wins Coca Cola Golden Spoon Award
2017 for 'Images Most Admired Food & Grocery Retailer of the Year'.

12. • More Megastore, Hyderabad, Telangana Unit won the CII Award for
Food safety 2017. ABRL was awarded the Commendation Certificate
for Strong Commitment to Food Safety in Good Retail Practices.

13. 2016
• Aditya Birla Retail Limited won the “hypermarket chain of the year”
award at the Images Retail Awards for the second year in a row

14. • Aditya Birla Retail won World Retail Award 2016 for Retail
Transformation and Re-invention

15. • Aditya Birla Retail won the Coca Cola Golden Spoon Award 2016

16. Organizational Structure
Chairman CEO
Hypermarket Supermarket
Regional Head Zone Head Territory Head Cluster Manager
Store Manager
CSA

17. Key benefits of such organization structure
are:
1). Sound decision making- As this company enjoy benefits of having proper information regarding
the environment so the relevant and the most appropriate decisions are taken here at a preferable rate.
2). Aditya Birla gets assistance in having access to dual reporting system that brings much penetrated
feedback about any strategic decision making process.
3). Training and coaching of the employees- A company that is categorized under matrix
organizational structure makes sure that various bosses supervise the employees (Lawson and
Samson, 2001). Tis advantage allows better level of training and coaching to its internal customers
and helps in ensuring quality services while interacting to external customers.
4). Quick response to the changes- As this is teamwork, working platform, any actions are having
instant and immediate reactions. Based on such activity, Aditya Birla is capable of reacting to
changes in less involved time.
5). Highly motivated employees- Working under matrix organization essentially allows the
employees to be involved while key decisions are framed.
6). Optimum usage of resources- While working under various sub-ordinates, the employees are
ensured for maximum allocation of resources. Aditya Birla while engaging employees at work
ensures that maximum resource allocation are undertaken.

18. Organizational Network
• The Aditya Birla Group ventured into food and grocery retail sectors in
2007 with the acquisition of Trinethra Super Retail and subsequently
expanded its presence across the country under the brand 'more' with two
formats - Supermarkets and Hypermarkets. Conveniently located in
neighbourhoods, more Quality 1st Supermarkets cater to the daily, weekly
and monthly shopping needs of consumers , while more Megastores are a
one-stop shopping destination for the entire family. more also strives to
delight customers through a wide range of own brands that deliver high
quality at attractive prices.
• 15 More Megastore Hypermarkets are situated in 8 cities namely
Hyderabad, New Delhi, Thane, Bangalore, Indore, Vadodara, Mysore and
Nasik

20. Positioning
1. ‘Hamesha Extra’ is the core essence of More.
2. More’s ‘everyday lowest price guaranteed’ is a critical component of their
USP.
3. They aim at offering the best value for money to their customers.
4. The freshness and range of their products is used to attract customers.
5. Their core proposition includes offering value, convenience and trust to their
customers.

21. Target Audience
1. More’s stores are conveniently located in neighbourhoods and cater
to the daily needs of families and young adults.
2. The hypermarkets are aimed at attracting families and small
businesses to make large purchases on a weekly or monthly basis.
3. Working women and homemakers are the targeted segment.

22. Design, Layout and Size of Stores
• More stores are bright and clean, with layouts that allow ease of
navigation.
• The product display is well organized, allowing ease of choice.
• The stores have been designed by Fitch, the leading international retail
design firm.
• The minimum size of a More Supermarket is 2,500 sq. ft. and that of a
More Megastore Hypermarket is 50,000 sq. ft.

23. Pricing Strategies
• More’s private label products were marked down by a significant
margin.
• Pricing strategies used for private label products were unique so that
they could not be compared with usual products.
• More promises best in market pricing as it sources fresh fruits,
vegetables and staples directly from Farmers.
• More also generally follows the Value Pricing Strategy.

24. Advertising and Brand Building Activities
• More uses mass media such as print, radio and outdoor to advertise its promotional schemes.
Television ads are scarcely aired. Social media presence is very limited.
• Its most popular advertising campaign was ‘Hamesha Extra’ for which it received many accolades.
• More displays large-sized promotional offers and special offers near the entrances of its stores.
• There is audio-visual promotion of private label products inside the stores.
• More has color slips based on product pricing.

25. Relationship Management Program
• Clubmore: Its 3 million members enjoy a range of exclusive
promotions and offers. Becoming a member is as simple as filling a
form. Each time such a customer shops, he earns reward points which
can be redeemed at a later stage.