TO COMPARE,CONTRAST & EVALUATE THE RETAIL STRATEGIES OF THREE SUPERMARKETS.

GROUP MEMBERS :
1) APEKSHA TARE 03 2) KAJAL KAMBLE 14 3) MAHESH PATIL 15 4) MALLIKA CHINDARKAR -16 5) SANTOSH YADAV - 39

PRESENTATION MAP:

INTRODUCTION TO SUPERMARKET
COMPARISION OF SUPERMARKETS IMPLEMENTATION OF STRATEGY CUSTOMER RELATIONSHIP MANAGEMENT RECOMMENDATION

SUPERMARKET

Definition: A supermarket is a self-service store offering a wide variety of food and household merchandise, organized into departments. It is larger in size and has a wider selection than a traditional grocery store and it is smaller than a hypermarket or superstore.

FOLLOWING ARE SOME OF THE EXAMPLES OF SUPERMARKETS IN INDIA :

1) FOOD BAZAAR 2) RELIANCE FRESH 3) MORE 4) SHUBHIKSHA 5)SPINACH ETC.

COMPARISION OF SUPERMARKETS

LOCATION STRATEGY

TARGET MARKET

PRODUCT & MERCHANDISE MANAGEMENT

RETAIL STRATEGY

PRICING STRATEGY

PROMOTIONAL STRATEGY

TARGET MARKET
Food Bazaar Middle Class & Upper Middle Class Reliance Fresh More Middle Class & Lower Middle Class

Middle Class

LOCATION STRATEGY
Food Bazaar Reliance Fresh Located in Up Market More

Located in Malls &

Located in newly

Besides
Railway Stations

Residential &
Semicommercial node of city

developed
Areas

PRODUCT & MERCHANDISE MANAGEMENT

Food Bazaar Reliance Fresh More

Along with daily need products they also cover health & beauty products.
Sale of own brand products eg: Kadak chai & noodles.

They sell grocery & dairy products, staples & mainly focus on sale of fruits & vegetables
Sale of own brand product Eg: Reliance select milk.

They too cover FMCG products .

Sale of own brand product Eg: More Selecta

PRICING
Food Bazaar Reliance Fresh More

Sale of own brand products below MRP rates Goods are available at discount from 6-50%.

Heavy discount on products purchased in bulk.

Adopt 3 pricing strategies depending on quality of product: Premium, Middle, Lower.

Provide offers like BOGO( buy 1 get 1 free). Heavy offers & discounts on products.

PROMOTIONAL STRATEGY

Sales Promotion Advertising

Public Relations
POP ( Point Of Purchase )

SALES PROMOTION
Food Bazaar Host Events Within The Stores to create awareness of their own products Reliance Fresh More They give gifts , premiums & sampling occasionally

Variety of Short term incentives such as premium gifts, sampling.

WEDNESDAY BAZAAR

e.g. Kadak Chai, Assam CTC Tea

ADVERTISING
Food Bazaar Symbols & logos, leaflets in newspaper , Packaging outer catalogue & Billboards. Reliance Fresh More

Newspapers, Catalogue, Audio materials, Directories advt in Tata Yellow pages.

Distribution of pamplets through news papers & leaflets to customers .

PUBLIC
Food Bazaar

RELATION
Reliance Fresh Charitable donation , Seminars & camps, Publishes a Magzine Money life. More There are no such practices done in More.

To maintain good public relation they do Donation & charity .

POINT
Food Bazaar

OF

PURCHASE (POP)
Reliance Fresh More

Purple color is used

Green is used to display

More uses orange to

mainly to
display discount signage's.

signboard at
entrance & signage's within the stores.

display
discount signage's.

IMPLEMENTATION OF STRATEGY

Introduction : Group- Future group Owner- Kishore Biyani Place : Vashi , Centerone mall.
Target market: Middle class & Upper middle class. Location strategy: Near the railway station, connected to the highway , located within the commercial area & mostly inside the malls.

Promotional strategy: Hoardings, Radio, Packaging outer providing carry bags including brand name & logo.

Merchandise & Product management: They offer variety of products like fruits & vegetables, beverages, frozen foods, sweets & farsaan

Introduction : Group- Reliance group Owner- Mukesh Ambani Place : Nerul Target market : Middle class. Location strategy: Nerul is an upmarket residential and a semi commercial node of the city of Navi Mumbai.

Pomotional Strategy: Pamplets in newspaper, billboards (outside the store), Catalogue distribution. Pricing: Heavy discount on products purchased in bulk, adopt 3 pricing strategies depending on quality of product 1) premium 2) middle 3) lower

Merchandise & product management: These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products.

Introduction: Group- Aditya Birla group Owner- Aditya Birla

Place : Sector12, Khargar.

Target market: Middle class & lower middle class.

Promotional strategy: Displayed their own brand products near check out counter. Distributing leaflets to customers through vendors. Newspaper advertisement. Pricing strategy: Changes the offer weekly, come up with innovative offers like compare & save.

Merchandise & product management: They sell some of the products under their own brand named More selecta.

CUSTOMER RELATIONSHIP
Food Bazaar They do not provide membership card. They provide wide range of products under one roof. Reliance Fresh

MANAGEMENT

They provide Reliance one membership card. They update their customers about new offers through SMS & emails.

More
They also provide Club More membership card. They too update customers about new offers through SMS.

RECOMMENDATIONS:
Food Bazaar Reliance Fresh More

1) Proximity of location to places like offices & residential area.

2) Introduce different section for non-veg food products.

1) Increase walking space within the product racks.

2) Increase variety in health & beauty care products.

1) Place should be well lit & proper Ventilated.

2) Increase the range of products.

Food Bazaar 3) Provide family membership card. 4) Separate check out counters for customers who buy in bulk.

Reliance Fresh 3) Broadcast advertisement on T.V . 4) Increase no of check out counters. 5) Trolleys should be properly maintained.

More 3) Introduce audio material inside the store .

4) Product knowledge amongst the staff should be improved.

5) Give more attention to cleanliness & hygiene factors.

5) Arrangement of products should be clutter free.

Thank you