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Daily Discounts

Daily
Savings

Presented by:
Nupur Mathur
Jaspal Fande
Meghna Modi
Sachin Bahadkar
Cleavas
Retail Sector in India
ØRetailing is one of the pillars of the economy in India and
accounts for 13% of GDP
Ø
ØOver 12 million outlets operate in the country and only 4% of
them being larger than 500 sq ft (46 m2) in size
Ø
ØMost Indian shopping takes place in open markets and millions
of independent grocery shops called kirana. Around 11 shops for
every 1,000 people
Ø
ØIndia has the Highest shop density in the world.
Ø
ØThere are over 1,000 hypermarkets and 3,000 supermarkets
projected to come up by 2011.
Ø
ØAccording to the Icrier report, the retail business in India
is estimated to grow at 13% from $322 billion in 2006-07 to
$590 billion in 2011-12.
Types of Retail Sector
Retail Employment
are of Retailing in Employment Across Different Countries

Country Employment %
India 8%
USA 16%
Brazil 15%
Poland 12%
China 7%

Source: International Experience on Policy Issues


India retail distribution
INDIA RETAIL
Market Split %
Urban 45%
Rural 55%

rce : National Account Statistics

Source : Navdanya / Research Foundation for Science , Technology and Ecology


Retail Trade
RETAIL TRADE IN INDIA AND SOUTH EAST ASIA

Countries Organized Unorganized


India 2 98
China 20 80
South Korea 15 85
Indonesia 25 75
Philippines 35 65
Thailand 40 60
Malaysia 50 50

Source : CRISIL
Mehnat Hamari Bachat Aap Ki ...!

ØAvenue Super Marts Pvt Ltd ( ASPL )


owns and operates hypermarkets and
supermarkets by the store name D-Mart
Ø
ØD-Mart seeks to provide a one-stop
shopping experience for the entire
family, meeting all their daily
household needs.
Ø
ØSince D-Mart first opened its doors in
the Mumbai region in 2000, it has grown
into a trusted and well-established
shopping destination in the Mumbai
Metropolitan Region (Mumbai, Navi Mumbai
and Thane). 
Mehnat Hamari Bachat Aap Ki ...!

MISSION
to be the lowest priced retailer in the area of operation / city / region

VISION
identify & make available new product categories for customer’s everyda
IMAGE SET - UP
ØSetting up an Image of a DISCOUNT STORE.
ØOffers VALUE FOR MONEY
ØProvides a lot of offers
•Some for a specific period
•Some throughout the year

ØTARGET GROUP:
•Value conscious
•Upper / Lower middle income
customers.

RETAIL FORMAT / MIX
LOCATION
D-mart's Expansion Began In 2007, When Stores Were Opened In
Ahmedabad, Baroda, Pune, Sangli And Solapur. Today, D-mart Is
Established In 45 Locations Across Maharashtra, Gujarat, Andhra
Pradesh And Karnataka.

MUMBAI SOLAPUR
NAVI MUMBAI

THANE
PUNE
SANGLI

KOLHAPUR AMRAVATI
@ KOPARKHAIRANE
•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.
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.
LAYOUT
ØAll FMCG products which are used daily
are kept on the ground floor
ØThe Vegetables and medicines counter
are also situated on the ground floor.
ØThe first floor is mainly for
apparels/Garments. Men's, women and kids
wear are available on this floor
ØThe second floor stores all the home
appliances, utensils, sports equipments,
and gift articles etc.
ØEach section has one attendant on
average. The floor cleaning activity is
outsourced.
TOILETRIES
COLD STORAGE E
BISCUITS & FARSAN O R AG
S T
MANAGER
FLOOR

SKIN CARE
WAY TO FIRST FLOOR
PERSONAL CARE

BAKED PRODUCTS

LIFT
PAYMENT
PAYMENT

REFUND COUNTER

COSMETICS

TOILET
VEGETABLES & GROCERY

DETERGENT
SOAPS

WATER
BAGGAGE
COUNTER
DRAWING & SCHOOL ARTICALS
PAYMENT

GROUND CUTOMER
PAYMENT
MEDICAL STORE
FLOOR SERVICE SNACKS AND SWEETS
COUNTER
TRIAL ROOMS
STORAGE
AR
WE
N S
ME
WAY TO II FLOOR

FASHION ACCESORIES
FROM GROUND FLOOR

S LOW PRICE T - SHIRTS


RE

LIFT
W A
OT
FO FASHION ACCESORIES
UNDER GARMENTS CLOTH PIECES

KIDS
FIRST
WEAR LADIES
FLOOR WEAR TRIAL ROOMS
PUJA ARTICLES
KITCHEN ITEMS

STORAGE
GIFT ARTICLES
TIFIN BOX
TOYS

FROM FIRST FLOOR

UTENSIL

LIFT
BED SHEET , TOWELS , CURTAINS & PILLOW COVER
SPORTS EQUIPMENT SP
OR
TS

LUGGAGE & BAGS


EQ

HOME APPLIANCES
UI

STORAGE
PM
EN
T

SECOND
FLOOR
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 personnel's 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.
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.
ERRORS :
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.
CATEGORY OF PRODUCTS
1. Grocery
2. Fruit & Vegetables
3. Beverages
4. Frozen Food
5. Dairy products
6. Personal and Home care
7. Foot wares
8. Cosmetic Items/ Beauty care
9. Medicines
10. Household utensil
11. Fashion accessories.
12. Movie CD’s and Gifts articles
13. Apparels/Garments
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.
üA 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.

ERRORS IN MERCHANDISING
•At the apparels section, the new entries were not displayed
properly
•Products that needed appropriate cooling were not stored
properly.
ØFor E.g. The Cadburys chocolate had begun to melt on
the rack itself. As a result these items were not very
appealing to buy.
Øpackets 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.

ADVERTISING & PROMOTION
Hoardings in major places in Navi Mumbai.
D-MART presence in major newspapers.
Promotional offers were presented for most of the items at the
store.
 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.
PRICING
•EDLP (Everyday low pricing) pricing strategy is followed.
•D-Mart offers minimum 2 % to 10 % discount on MRP and straight
5 % on medical products , except grocery, vegetables and fruit
items.
•(Bundled price) Two or more products were packed and were
available at a discounted price.
üE.g.:- Santoor soap bundled along with a Wipro CFL bulb.
•Multiple unit pricing: - This strategy was followed for
stimulating sales.
üE.g.:- Soap bars bundled together
SWOT ANALYSIS FOR D-MART
STRENGTH FOR D-MART

Low price, competitive price Good/stable image as a retail stor

Spacious and situated at a prime location


WEAKNESS FOR D-MART

-Low brand loyalty among customers as compared to their


competitors.
- Poor space utilization in stores.
- No backing of a known corporate/business house.
- Doesn’t sell electronic equipments.
- Stand alone stores, not situated in any commercial building/malls/hub.
OPPORTUNITIES FOR D-MART
•BOOMING RETAIL SECTOR.

•LIMITED PRESENCE IN SUBURBS, TOWN MARKETS

CAN BE POTENTIAL UNTAPPED MARKETS IN MAJOR

CITIES.
THREAT to D-MART

•Presence Of Competitors Like BIG BAZAR, WALMART, RELIANCE RETAIL.


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.
•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.
•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.


THANK YOU

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