Retail Management

Submitted to, Prof Ashwin Khair Submitted by, Neha Gupta -1133 Snehal Dalvi -1126 Viresh Narkar -1147 Project Topic:- Retail Management project on Dmart.

Owned and operated by Avenue Super Marts Ltd.

Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and supermarkets by the store name D-Mart. D-Mart seeks to provide a one-stop shopping experience for the entire family, meeting all their daily household needs. A wide selection of home utility products is offered, including foods, toiletries, beauty products, garments, kitchenware, bed and bath linen, home appliances and much more. Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a trusted and well-established shopping destination in Maharashtra, Gujarat, Andhra Pradesh and Karnataka. D-Mart is now looking forward to growing its stores across India.

Culture At ASL, they are strong believers in deriving excellence in customer service through systemic training and rigor at work. They value simplicity and humility in their people and strongly believe that integrity and merit is the only route to growth at ASPL.

Presence D-Mart's expansion began in 2007, when stores were opened in Ahmedabad, Baroda, Pune, Sangli and Solapur. Today D-Mart is established in 46 locations across Maharashtra, Gujarat, Andhra Pradesh and Karnataka.

Product offerings D-Mart offers a wide selections of products in the following categories: Foods, Toiletries and Beauty products, Garments, Kitchenware, Bed and Bath linen, Toys & Games, Stationery, Home Appliances, Footwear

Mission To be the lowest priced retailer in the area of operation/ city / region. Vision It is our continuous endeavor to investigate, identify and make available new products/categories for the customers everyday use and at the best value than anybody else.

Image communicated.
Make available new products/categories for the customers everyday use. Best value providing retail outlet than any other retail outlet. Aspires to be one stop destination for all daily need products for the entire family. Daily savings and daily discounts. Providing value for money spent. Attempts to provide all the requirements to its customers in their budget. Provide special discounts and offers during festive occasions.

Target audience: Low income level groups.

Middle income level groups. High income level groups.

Value and quality conscious customers.

Housewife, children, etc. Working group.

Retail Format
Location Services Interior Design

Visual Merchandise

Exterior Design

Retail Format
Personal Selling Merchandise Planning

Promotion Layout

Pricing

Location
Located at Shop No A1, Kothari Compound, Pokhran Road No 2,

Manpada, Near Garden Estate, Thane West, Thane 400601. Landmark Besides State Bank of India. Its located in residential area thereby making available lots of potential market and growth opportunities. Its has huge drawing power as it is centrally located among the residential area and the Large frontage makes mall clearly visible from outside. Also there are service centres located (Maruti, Ford and Hero Honda) along with few garages and a church near d-mart so this attracts people to the outlet. High and middle level income group reside in that locality. Also it is easy to accessible since TMT and BEST bus stop is nearby and also there is a rickshaw stand outside d-mart. There is lot of traffic (both vehicular and pedestrian) as a there is a garden and church nearby. Also there is no other big retail outlet in that same locality (5km radius).

 Though there is parking space available but thats not

Parking

sufficient during peak hours. Due to lack of parking space availability the visitors park their vehicle on the sides of the road which sometimes leads to traffic. After having shopped from d-mart, carrying the purchased items (sometimes heavy) till the vehicle becomes a big issue. D-mart provides free parking to its customers but parking at owners risk. Also there is no two different gates for in- and -out of vehicles thereby leading to heavy traffic during entry and exit of four wheelers.

Interior Design
The colour scheme used at d-mart is light green and

grey, associating it with the logo of d-mart. Ceramic tiles are used for flooring at d-mart. Proper and adequate lighting was done for effective and efficient visibility of products. Spot lights and halogens were used where ever required. Music played at d-mart was Soft and soothing which appealed to the target customers. Air fresheners were used Drawbacks There was no proper storage space, heavy bulky products were found lying on the floor. The Ceiling is not appropriately constructed, as a result the A/C duct and outlets are exposed completely. There was only little space between two racks so free movement of trolley was obstructed. There is only three trail rooms and those are common trial rooms for males and females.

Exterior design
There is a safe deposit and baggage counter where the people visiting d-mart deposit their belongings so that they can shop conveniently. Metal railing are built for the shoppers to sit and rest. There are few fast food stalls and refreshment counters so that people visiting

d-mart can enjoy shopping. There is also a dairy shop exterior to d-mart. Security personnel's are employed to check the customers with metal detectors for security reasons. It is a single storey building and is painted in white color with d-mart logo on it. An awning is a attached to the exterior wall of a building so as to protect from sunrays and rains. Its in green and white in color, matching to the color of dmart logo. There is a single door for entry and two doors to exit.(glass doors)

Visual Merchandise
The product mix is good & lot of variety is available. The assortments for apparels is done as per the price and size. Different sections for male, female and children clothing is done for

convenience of the customer. The price tag clearly specifies the d-mart offer price and the maximum retail price. During festive seasons, the festive items are kept in the front for easy accessibility.
For e.g.. A wide variety of festival and decorative items for Ganpati and Navratri

festival are kept along the main passage.

Similar products of different brands are displayed properly so that they are easily visible. The whole area is properly divided as per the product category like Foods, Toiletries and Beauty products, Garments, Kitchenware, Bed and Bath linen, Toys & Games, Stationery, Home Appliances, Footwear. Proper ventilation is done in the area were vegetables are sold. There are danglers informing about the new launches. The staff the d- mart are dressed in grey color uniform with green color d-mart logo on it.

Merchandise Planning
Products which are in regular use are kept in the front

area like oil, soaps, biscuits, etc. During festive seasons sufficient stock is made available so that there is no stock out as this may lead to unsatisfied customers. Right product was made available at the right time. For e.g. during Ganpati festival sweets and small idols were available. Optimum utilization of space was done. D-mart promotes their outlet by advertising in the local news papers which emphasizes on d-mart offer prices (less than MRP).

Dis-advantages of Merchandising
At the apparels section, the new arrivals were not displayed

properly. Some products that required proper cooling were not stored properly. For e.g. Cadburys chocolates 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. Space utilization was not well planned thus blocking the movement of trolleys. There was only little space available between passages.

Pricing
D-mart offers products at economical prices. Various sales offers and discounts are offered during festive

seasons to boost sales. D-mart offers minimum 2% to 7% discount on MRP and straight 5% on medical product, except grocery, vegetables and fruit items. The pricing strategy followed at d-mart is EDLP (Every Day Low Pricing). Also multiple unit pricing was one other strategy followed at d-mart. e.g. if u purchase one soap of a particular brand then dmart price is 10rs whereas if u purchase a bundle on 3 soaps of the same brand then d-mart price in 28rs.

Advertising and Promotion

D-MART usually advertises in major newspapers giving information about their latest

offers. D-mart also has a website for the promoting various outlet. D-mart uses point of purchase display to generate consumer enthusiasm. This actually leads to impulse shopping. Bill board advertising technique is also used for pedestrians and motorist. D-mart also uses yellow pages as of the key medium to advertise the outlet. D-Mart hoardings on the lamp post and bus stops are the other methods adopted for advertisement. Promotion and sales offers were present for some of the items. E.g. There were a discount of 10 % on all PONDS 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 T.V. and Radio medium for advertisement is till not used for advertising D-mart. There is no proper hoardings that shows D MART is in vicinity. No direct mails for regular customers informing about the new arrivals and offers at d-mart.

Services and Personal Selling

The services provided at D-mart are satisfactory. Payments are accepted in cash as well as cards. If the purchases made from d-mart on week days are more than

rs10000/- then they give home delivery services.. Individuals may also receive gift coupons if their off-take is Rs 10,000 or more. There are sales personnel who may assist you if there are any queries. They have counters to keep our valuable things. for e.g. they give green color bags to ladies to keep their purse. During rainy seasons they take care of umbrellas of people visiting D-mart. 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.

 Goods can be returned within 7 working days from the date

of purchase along with the original cash memo. Goods can be returned on all days between 11a.m to 9 p.m. Also free gift wrapping is done during weekdays. Drawbacks There were few staffs who were unfriendly and unfamiliar with rules. There was long queue for billing. They charge you for carry bags. Also there were few debit/credit cards machines which were not operating properly. There is nobody to assist and help you in parking the vehicle. There is no washroom at d- mart. There are only three trial rooms which are common for males and females.