The document is a self-audit report evaluating sales promotions at Vishal Mega Mart in Bhubaneswar, India. It begins with an introduction to Vishal Mega Mart as an organization and describes the store location in Bhubaneswar. It then provides an overview of sales promotions, classifying them as consumer or trade promotions and describing common techniques. The report aims to analyze recent sales promotions at the Bhubaneswar store and evaluate their effectiveness.

1. Self-Audit Report on Sales Promotion
Evaluation of Sales Promotions Implemented in Vishal Mega Mart
By
Athipet Abhijeet
14PGGMS002
Sri Sri University
CUTTACK – 754006
November, 2015

2. Evaluation of Sales Promotions Implemented in Vishal Mega Mart
By
Athipet Abhijeet
Under the guidance of
Shri Sujit Rout
Store manager
Vishal Mega mart.
Sri Sri University
CUTTACK - 754006
November, 2015

3. Certificate of Approval
The following Self-Audit Report titled "Evaluation of Sales Promotions Implemented in Vishal
Mega Mart" is hereby approved as a certified study in management carried out and presented in a
manner satisfactory to warrant its acceptance as a prerequisite for the award of Master of Business
Administration for which it has been submitted. It is understood that by this approval the
undersigned do not necessarily endorse or approve any statement made, opinion expressed or
conclusion drawn therein but approve the Summer Internship Report only for the purpose it is
submitted.
Summer Internship Report Examination Committee for evaluation of Summer Internship Report
Organizational Guide : Signature…………………………………….
: Name …………………………………………
: Designation…………………………………….
: Address………………………………………..
Tel No……………………………………………
Email:
Name: Athipet Abhijeet
Roll No: 14PGGMS002.

4. COMPANY LETTER HEAD
Ref.No: 14PGGMS002
Date:
TO WHOMSOEVER IT MAY CONCERN
This is to certify that Mr. Athipet Abhijeet (2014-16) batch student of Faculty of Management
Studies, Sri Sri University) had undertaken his Self audit Project in our organization under my
mentorship, towards the partial fulfilment of the requirements for the award of his MBA degree.
His Self-audit project titled “Evaluation of Sales Promotions Implemented in Vishal Mega Mart”
commenced during November, 15 and his performance was evaluated ………….. out of 100.
……………………………………….
Signed (Industry Mentor)
Designation: Store Manager
Company Seal

5. Declaration
This is to declare that all the content in this project is self-attained and is strictly used for academic
purposes. I A. Abhijeet present this report on “Evaluation of Sales Promotions in Vishal Mega
Mart” as my self-audit report for evaluation. I hereby stand with norms of the organization and my
institute in evaluation of this report. Here’s my duly signed report for the evaluation. Thanking my
faculty mentor and organization support for completion of this project.
Name:
Registration Numb:
Signature.
Date:

6. Evaluation Sheet
This is to certify that Mr. Athipet Abhijeet persuing MBA- General Managemnt (Marketing &
Operations) at Sri Sri University, in 2014-2016 batch has completed his self-audit on the subject
Sales Promotion, towards the partial fulfilment of the requirements for the award of his MBA
degree. His project titled “Evaluation of Sales Promotions Implemented in Vishal Mega Mart” is being
evaluated for grading his performance for the end term of 4th
trimester. His evaluation is given below.
Evaluator Marks Remarks
Organization Mentor
Faculty Mentor
Signature Of External Evaluator Signature Of Internal Evaluator

7. ACKNOWLEDGEMENT
It gives me immense pleasure to present a Self-Audit on the topic “Sales Promotion” under the
brand Vishal Mega Mart, a project report as part of the curriculum of ‘Master of Business
Administration’. I would like to thank all the people who gave unending support.
I express my profound thanks to Mr. Subash Nath Sir, internal faculty guide; Mr. Sujit Rout,
organizational guide; and all those who have guided and helped in preparation of this project. I also
would like to thank Mr Narshing Das for his help in connecting us with the prestigious organization.
I would also like to extend my gratitude to all my friends, seniors who helped me in conducting
the survey, teaching, non-teaching staff, batch mates of Sri Sri University, who provided moral
support and the much-needed inspiration to conclude the project in time. I would like to especially
thank my parents who are integral part of the project.
Thanking you.
Athipet Abhijeet.

8. Preface/ Forewords
Attracting new customers, improving sales volume, building and protecting loyalty of customers
are the major objectives of any promotion activity. “Promotion” is one of the 4 P’s which is used
by the marketer to communicate the value created. There are various promotional activities
majorly classified in to advertising, publicity, Sales promotions and direct selling. Among this it
is often observed that sales promotions are used by retail stores to improve its market conditions.
The study is focused on a value based retail store “Vishal Mega Mart” spread out in many parts of
the country. The study was conducted on one of its stores located in Bhubaneswar. The flow of
the study is to understand the concept of Sales promotions and then applying the theory in practice
to evaluate their promotional activities. Keeping in mind the locality of Bhubaneswar, it was found
during the study that the target audience of Vishal Mega Mart Bhubaneswar are not techsavy youth
and hence their advertising is limited to newspaper and radio with message communicating the
promotional activities in the store. Hence the study seems to be focused on various sales
promotions done over the past few months and measurement of its effectiveness using ticket size,
bill size and conversion rate. Hence the conclusions drawn prove the success of Vishal mega mart
as a value based retailer serving the price sensitive economic class of india.

9. List of Contents
Introduction
1.1 Introduction to Organization
1.2 Vishal Mega Mart – Bhubaneswar
1.3 Introduction to Sales Promotion
Evaluation of Sales Promotions in a value based Retail
2.1 Sales Promotions Structure in Vishal Mega Mart, Bhubaneswar
2.2 Evaluation of Recent Sales Promotions in Vishal Mega Mart
Conclusion

10. Introduction
1.1 Introduction to Organization
Established in 2001, Vishal Retail Limited (VRL) was promoted by Ram Chandra Agarwal under
the name Vishal Retail Private Ltd. The company is engaged in the retail industry. It offers a range
of products, including apparel, non-apparel and fast moving consumer goods. The company has
171 stores across the country and seven subsidiaries.
VRL sold its retail trading business to the Chennai-based Shriram group and the wholesale division
to the private equity (PE) firm TPG for Rs. 700 million. Airplaza Retail Holdings, a company
owned by the Chennai-based Shriram group, will now manage the retail stores. TPG has
announced that it is planning to invest Rs. 2 billion to fund the turnaround of VRL’s business and
future growth.
The company offers a variety of products, including apparel, non-apparel and fast moving
consumer goods. The company sells readymade garments, household merchandise and other
consumer goods like footwear for men and women, watches, toys and games, toiletries, electronics
and home appliances, mobile phones, grocery items, sports items, crockery, novelties and gift
articles.
Vishal Mega Mart (a brand owned by TPG Wholesale Private Limited) is one of fastest growing
chains of hypermarkets in India. The Vishal Mega Mart business has the most desirable retail mix
for a hypermarket comprising Apparel, General Merchandise and FMCG wherein Apparel
contributes more than half of its revenue. Our organization culture is driven absolutely through
Merit with strong focus on Performance. Our core operating values are: Transparency,
Empowerment and Integrity.
The Master Franchisee Airplaza Retail Holdings Private Ltd. (a company owned by the Shriram
Group) operates all the Vishal Mega Mart hyper outlets. Today ARHPL has 145 plus high
performing hyper markets with 5000 plus highly engaged employees covering almost all major
towns in India.
TPG is a leading global private investment firm with $55.7 billion of capital under management.
TPG invests in companies across a broad range of industries and geographies with emphasis on
building long-term value that benefits all stakeholders.

11. 1.2 Vishal Mega Mart - Bhubaneswar
There are two Vishal Mega Mart situated in Bhubaneswar. The Vishal Mega Mart for the self-
audit was done is located in Nayapally. The location of the shop is very ideal. It is in the center of
the city. It is one of the oldest hyper market in Odisha. Even though there are lots of competitors
that have come up in the time Vishal Mega Mart have been a value retailer to the minds of its
customers.
Vishal Mega Mart is square feet of 37,000 structure which caters mainly apparels, FMCG products,
household and electrical and electronic goods. It has strategically placed its goods for the easy use
and convenience of the customers. There is a counter to keep your luggage. No bags are allowed.
The customers are well greeted and escorted if needed to help them to get what they need.
The ground floor consists of FMCG or personal care products. First floor has a wide variety of
Apparels catering to all the sections of the customers. This ranges from ethic wears to the western
style or modern clothing. Also it ranges from the kids wear to youth wear to men and women
apparels. Vishal Mega Mart is best known for its apparels. More than 50% of the revenue comes
from the apparels section of Vishal Mega Mart comes from this section. The second floor consists
of the household goods as well as electronic items. This mainly consists of furniture, electronic
gadgets, household utensils etc.
Vishal Mega Mart is the brand under Air Plaza Retail Private Limited under Shiram Group. Vishal
Mega Mart is a very familiar and recognized brand for the consumer in this location. Therefore
during the acquisition of the Vishal Mega Mart the name remained the same.
The basic goods acquisition is as follows:
The invoice of the goods are first reached at the shop which is verified by the manager and security
head. The goods are done a quick check on the order product, number and quality. If the checking
is done the invoice is sealed and the goods are then inside. These goods are either kept as the
display or in the storehouse of the shop. There is always a check on the products and shelf life.
The product are verified and kept clean for the purchase in the display shelf. This is the most
important for FMCG product. There is a continuous check on these products. It is removed from
the shelf prior to seven days before its expiry. This will help to reduce the chance for the consumer
in getting an expired product.

12. Mr. Sujit Rout is the captain or the store manager who manages the entire Vishal Mega Mart shop.
He has store assistance and deputies under him for different departments to assist him in the smooth
functioning of the store.
1.3 Introduction to Sales Promotion
The marketing mix (4 P’s of marketing) product, price, place and promotion are the weapons of
marketer to survive the battle of competition in market. Each one of them have their own role in
consumer decision making process. Promotion is one medium in creating and communicating
value of the product. The traditional view classifies promotions in to 3 components - advertising,
Sales promotion and personal selling. But with change in time the importance of integrating all
communications gained importance and included database marketing, direct response marketing,
sponsorship marketing, E-active marketing and public relations in to the boundaries of “Integrated
Marketing Communications”. Sales promotion is one of the five aspects of the promotional mix.
The focus of this study is understanding the concept of sales promotion and its contribution in a
valued retail chain.
Sales promotion strategies are powerful tools to give marketing campaigns an extra edge in
attracting new customers. Sales promotions rely on consumers' price sensitivity to encourage them
to try new products, retry products they may not have tried in a while or purchase a greater volume
of products they already buy. Retailers can put numerous components of sales promotion strategies
into play, since promotions are often aimed directly at end consumers, which are the retailers'
target customers.
Therefore Sales Promotions can be defined as Collection of incentive tools, mostly short term,
designed to stimulate quicker or greater purchase of particular products or services by consumers
or the trade. Sales promotions are broadly classified into consumer promotions and trade
promotions. Retail outlets are highly B2C interactions and can be drilled down to focus on
consumer promotions.
The classification of sales promotions is depicted below (Fig: 1)
Fig: 1.1

13. Consumer Promotion: Directly offered to a firm’s consumers or potential consumers both
individual and house hold or business that is the end user of the product.

14. Trade Promotions: Expenditure or incentives used by manufacturer and others in a
marketing channels (Supply chain), to purchase a good that ae eventually resold or helps to
purchase products through retail.
Franchise Building Promotion: This focuses on increasing awareness, loyalty to brand
by building a favorable image by pointing out unique features or selling points. It decreases
reliance on discounts for increase in sales. Tools used to build brand loyalty in this method are
 Premiums
 Contests
 Sweepstakes
 Sampling
 Bonus packs
Sales building Promotions: These activities focuses on immediate sales rather than
building brand equity. Often used tools among this method are
 Coupons
 Refunds
 Rebates
 Price offs.
Premiums: Prizes, gifts or other special offers consumers receive when purchasing products.
Consumers pay full price for the product. They are generally used for reinforcing the brand image
and hence doesn’t increase short time sales. There are 4 types of premium
a) Free in mails type: Gifts individual receive for purchasing a product
or set of products. It is provided after purchase and proof is
submitted to manufacturer.
b) In or On Package type: Small gifts attached or disguised with the
product to encourage purchase for finding out what is the price.
c) Store or manufacturer premium: Provided by manufacturer or
retailer for purchasing a product. It is generally used for higher end
products like lands, automobiles, etc.

15. d) Self-liquidating Type: Premiums in which consumers pay an
amount to obtain the gift.
Contests and Sweepstakes:
Contest: Participants perform some type of activity and winners are selected based on
performance. It requires a purchase to make an entry.
Sweepstakes: it is also a type of contest in which winning is based on probability. i.e. it doesn’t
require any purchase but number of entries made by the consumer is the criteria. The firm must
predefine the number of winning entries with respect to total number of entries.
Note: goal of the contest and sweepstakes is to encourage traffic, boosting sales, boost
brand awareness. Also the participation is based on perceived worth of time and attention. i.e.
perceived value of contest, prizes and odds of winning in the contest. The prize has two value
components extrinsic value and intrinsic value.
Sampling: It is actually delivering a product for their use or consumption. Often coupons or price
offs are offered to persuade purchase. They are very effective in encouraging trial purchase,
introducing new product (market testing) and promote current product to new markets. They can
be provided in many methods as follows.
a) In store Distribution: samples are distributed in self or retail stores.
b) Direct Sampling: Sample mailed to door steps.
c) Response Sampling: It is made available to those who respond to
media offers. They are provided on request of consumers to an offer
given in a specific media.
d) Cross ruff sampling: Sample of one product provided in attachment
to another.
e) Media Sampling: provided at media outlet.
f) Professional sampling: Delivered to subject professionals who in
turn suggest it to actual consumers.
g) Selective sampling: sample delivered at selective sites.

16. Bonus Packs: Additional or extra number of items are placed in a special product package it is
called bonus pack. The goal is to increase usage by increase in size, increases the adherence to
brand & reduce the probability of switching and build good retail and manufacturer relationship
as value is offered through its outlets.
Coupons: A percentage or absolute reduction offered. Distribution of coupons are often done
through print media called free standing inserts. Based on redemption provided they are classified
as follows
a) Instant Redemption coupons: They are placed near packages for
immediate redemption while making the purchase or adhered to
sampling campaign or placed near dispensers to provide convenient
access to customers. The goal is to lead trial purchase or increase
the purchase of additional packages of a product.
b) Scanner Delivery Coupons: coupons at the cash register to
encourage brand switching for the next time. This is generally a
move against a competitor.
c) Bonus Back Coupons: They are placed inside the package and
cannot redeem it immediately. This encourages repeat purchase
behavior.
d) Cross Ruff Coupons: the coupon of one brand is placed with
another. The goal is to achieve purchase with in same brand. This
type of coupons have a limitation to put them together only when
they fit each other logically or consumed together.
e) Response Offers: They are issued as response to consumer’s request.
Often found in B2B transactions where vendors or retailers are
supplied with these coupons to encourage immediate purchase on
request or as a loyalty building program.
Refunds & Rebates:

17. Cash returns offered to consumers or business following a purchase of a product. The customers
gets the cash back after paying the full amount and then claiming it to the manufacturer or retailer.
Returns are small and generally observed on soft goods like food and clothing etc. Rebates are
large monitory benefits and observed on hard goods (ticket items) like machinery, durables etc.
The goal is to lead more immediate purchases and encourage brand switching.
Price Offs:
A temporary reduction physically marked on the product which reduces monitory saving and
immediate rewards. It entices the customer to try new products, encourage brand switching in case
of brand parity situation and protect brand adherence in case of brand loyalty. But when this is
enforced from the manufacturer level, it bleeds the retailer margin and disturbs manufacturer and
retailer relation. This cannot be applicable for fast moving goods like deodorants as it delays next
purchase time by stock piling by consumers.
Over Lays & Tie Inns:
Over Lays: Combining two or more promotional activities in a single campaign.
Tie Inns: Develop a consumer promotion with another product (Intra-company) or companies
(Intercompany).
Every Promotional program designed based on brand position in market place with respect to
competitors and life cycle of product or brand.
During the early stage of life cycle the promotions are designed to focus on brand awareness,
creating opportunity of trial purchase and simulating additional purchase.
During a later stage of the life cycle the promotions are designed to focus on strengthening the
brand, increase consumption and entering into new markets.
The promotion planning is highly based on the type of consumer segment targeted, their core
values and organization position with respect to market. The target group highly focused is
categorized as promotion prone consumers, brand loyal consumers and price sensitive consumers.
Evaluation of Sales Promotions in a value based Retail

18. 2.1 Sales Promotions Structure in Vishal Mega Mart, Bhubaneswar
Being a retailer the possibility to enhance value to a product is limited as changes that could be
made are only limited to their margins. The most common type of sales promotions observed in
many retail chains are refunds & Price offs. Though there is observed a partial usage of coupons
and premiums in the free set pieces, the most observed refunds and price offs. Also an important
factor to consider is when are these promotions and why. The external environment has a great
influence in designing (when and what item) a sales promotion. The most common factors that are
often considered are:
1. Social culture and tradition observed through festivals.
2. Other social environment happenings or events.
At Vishal Mega Mart Bhubaneswar, a value based retail chain keeps itself updated with this
phenomenon and introduced various successful promotions. In practice they classify their
promotion activities into 2 broad categories
1. ATL (Above the line): All the activities that are taken place out of the store like advertising.
2. BTL (Below the line): All the activities that happen inside the store.
Being a value based retail chain focused on the price sensitive and economic consumers they
believe in enhancing quality and investing the funds in providing value to consumers rather in
external advertising. They well understood the target market generally focus only on intimating
the offer to the public rather than investing in advertising where the target group is not present.
The BTL activities are further classified based on situation or external environment which lead
them to implement the promotion. They are
1. Promotion for Liquidation
2. Promotions
3. Express Offers
Liquidation: These type of promotions are used to liquidate the stock and often extend till the stock
is completed. It is generally used in case of FMCG eatables which has a fast approaching expiry
date and old stocks of apparels.

19. Promotions: They are the seasonal promotional activities that recur every year, like festivals and
anniversary etc. they extend over a period of 15 to 30 days. They are more focused on offer to be
laid on specific merchandise, as they understand what type of products are sold during the season.
They are also called as bill booster promotions.
Express Offers: Events in the external environment that have or can have an immediate effect on
purchase of certain goods. They generally last from few hours to 1 or 2 day. This is generally to
milk the situational purchase.
Fig: 2
2.2 Evaluation of Recent Sales Promotions in Vishal Mega Mart

20. The measurement of success of a sales promotion done by retail chain is given by change observed
in bill size, ticket size and conversion. The study is about the recent promotions and their effect on
these parameters.
Bill size or basket size: Average number of units moving in one singe bill.
Basket size= Total units sold/ No of invoices.
Ticket size: This refers to the average bill value.
Ticket size=Total sales / No of invoices
Conversion: It’s a measure to identify how many of the customers who have walked into the store
has purchased something from the store.
Conversion= = No. of bills / Customer entry
Liquidation promotion: The mega mart introduced a flat 70% sale on the aging stock. This was
mostly observed in apparels as they have introduced more variety which was more suitable to
tackle the saturation in that segment. Also the margin earned in the apparels are quiet higher (35%)
than compared to others (FMCG-2%). This is clearly a “Price Off”. This helped them to quickly
upgrade to the variety of stock that was ordered. This was observed by the average increase in
ticket size and increase in portion of its contribution in it.
General Promotions:
As every year during the college opening season (June – August) the jeans
were sold at rs 99. This was totally concentrated for students. The effectiveness can be evaluated
from the “high Conversion crowd” obtained during the sale. This initiated brand awareness and 1st
purchase which can further convert in to repeat and loyalty purchases.
Bill boosters are introduced to increase the bill size the recent or on going
bill boosters are any purchase above rs4000 offers a pressure cooker. Purchase above rs8000 offers
utensils up to rs1000 rupees. Purchase above rs10000 offers utensil set worth rs2,799. These are a
kind of “Premiums” offered to sustain the existing position and increase consumption in the
existing market.

21. Dussera Sale- 20% off on apparels.
Diwali Sale – 20% off on House hold products.
Boosted the Ticket size and bill size. As the festival encourages consumption and gifting of cloths
and items as a tradition of the local area. These promotions help in pulling the traffic during the
peak season and milk the demand advantage in the environment. The evidence of increase in bill
size and conversion ratio (number of consumers entering the store vs number of customers actually
purchasing) proves the effectiveness of the promotion.
Loyalty cash back is used to keeps its regular customers happy. They define
loyal customer as one who purchases 3 times a month. The details automatically create an account
and any purchase between 10am to 4 pm of these people can earn them rupee 1 on every 100rupees
purchase and and 50pisa for the same purchase if purchase is made during the peak time of 4- 9
pm. The cash back is only realized when it reaches 20 rupees and intimated to them at cash counter.
This cash back is converted in to an additional purchase thus following a “coupon phenomenon”.
A 5% off offered on the FMCG products to tackle in the competition. The
FMCG are often seen to be stock out and gets replenished very quickly. This “price off” offered
has caused increased the contribution of FMCG in the ticket size.
Express Offers:
During last year petrol prices hiked they introduced an offer that any
purchase of rs499 will offer 1 liter of petrol for just rupees 2. This was not highly profitable and
hence was removed and the immediate next opportunity of price surge of sugar was considered to
enhance the value. The average bill size was quiet unchanged and also the offer could not attract
new customers and increase he conversion rate.
When sugar prices surged an offer introduced by Vishal mega mart is “any
purchase of rs999 will get 1kg sugar free. The increase in average ticket size is observed with the
claim. This a form of “premiums” offered to enchase on the price rise in environment.
To encourage sales sales the closing time. i.e. after 9pm in the store a
special offer to boost the late hour or closing hour consumption which can not only build revenue
but also help optimum utilization of resources is a surplus off of 2% for purchase post 9:30 pm.

22. The major reason for this offer is the preference of local consumers to stay at home during winter.
This offer helped to reduce demand during the peak timing and also utilize the non-profitable time.
This has also boosted the existing customer bill size and helped to decrease the cost of
underutilization.
3.0 Conclusion
Vishal Mega Mart a valued retail chain that serves a vast variety of segments. But to specify the
target group they have classified their segments on the basis of geography to India and to the
locality of the mart. They cater to economy and customers who demand value for money in
approximately all metros of India. Other than the geographical segmentation they classify the
local groups in to bands of income group over a spectrum of rs5000 to 1 lakh.
Though they have proclaimed to deliver value to all and striving to achieve their goals, they have
done a differentiation marketing to targets. i.e. they have focused and positioned different
merchandize to different income groups. They target income group from rs50000 to 1 lakh for
house hold purchases Income group 5000 to 50000 for apparels and any FMCG open to everyone.
The offers laid accordingly on apparels and FMCG contribute 50% and 20% purchase respectively.
Thus making them one of the successful apparel based retail stores in India. The evaluation results
that resulted in increase of ticket size and conversion obtained their respective offers show their
growth prospects and the high brand image of the retail chain in the locality. After 3 decades of
their existence they have now reached towards the pinnacle of growth stage with high brand
awareness to the prospect target group and high loyalty. They are now penetrating into those low
economic zones like tier3 cities to tap the price sensitive consumers and provide them with high
value for money.