2. D-MART
MEHNAT HAMARI BACHAT AAP KI...!
MISSION
“ TO BE THE LOWEST PRICED RETAILER IN THE AREA OF
OPERATION / CITY / REGION.”
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
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
Setting up 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.
5. 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.
Large frontage makes mall clearly visible from
outside.
ATMs are available near the mall for one to withdraw
money, if required.
6. PARKING
Parking at this 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 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.
Each section has one attendant on average. The
floor cleaning activity is outsourced.
8. BAGGAGE
COUNTER
CUTOMER SERVICE
COUNTER
PAYMENT
PAYMENT
PAYMENT
PAYMENT
SNACKS AND SWEETS
MEDICAL
STORE
FLOOR
MANAGER
REFU
ND
COUN
TER
COLD STORAGE
COSMETICS
TOILETRIES
SKIN CARE
PERSONAL CARE
BAKED PRODUCTS
BISCUITS & FARSAN
VEGETABLES
&GROCERY
SOAPS
DETERGENT
STORAGE
DRAWING &
SCHOOL ARTICALS
WAY TO FIRST
FLOOR
LIFT
GROUND
FLOOR
TOILETWATER
11. 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.
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.
12. 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.
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 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.
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. At the 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 appealing
to 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.
DISADVANTAGES OF
MERCHANDISING
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 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.
Multiple unit pricing: - This strategy was followed for
stimulating sales.
E.g.:- Soap bars bundled together
18. SERVICES & PERSONAL SELLING
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 FOR D-MART
Low price, competitive price
Good/stable image as a retail store
Spacious and situated at a prime location
STRENGTH
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 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.
21. SUGGESTIONS
Operational floor is 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 staff is 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`t allow 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.
