RETAIL MANAGEMENT

SUBMITTED TO

Prof. ASHWIN KHER

SUBMITTED BY

ARVIND GUPTA (8123)SUNIL SINGH (8155)

GAUTAM UDHWANI (815 8)JYOTI PANCHMATIA (8199)

PROJECT ON

Experience the Convenience

D-MARTMEHNAT 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.”

VISIONIT IS OUR CONTINOUS ENDAVOUR TO INVESTIGATE, IDENTIFY

& MAKE AVAILABLE NEW PRODUCT CATEGORIES FOR CUSTOMER’S EVERYDAY USE & AT THE BEST VALUES THAN

ANYBODY ELSE

VISIONIT IS OUR CONTINOUS ENDAVOUR TO INVESTIGATE, IDENTIFY

& MAKE AVAILABLE NEW PRODUCT CATEGORIES FOR CUSTOMER’S EVERYDAY USE & AT THE BEST VALUES THAN

ANYBODY ELSE

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.

RETAIL FORMAT / MIX

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.

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

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.

BAGGAGE COUNTER

CUTOMER SERVICE COUNTER

PAYMENT

PAYMENT

PAYM

ENT

PAYM

ENT

SNACKS AND SWEETS

MEDICAL STORE

FLO

OR

M

AN

AG

ER

REFUND

COUNTER

COLD STORAGE

COSMETICS

TOILETRIES

SKIN CARE

PERSONAL CARE

BAKED PRODUCTS

BISCUITS & FARSAN

VEG

ETA

BLES

& G

RO

CER

Y

SO

AP

S

DETER

GEN

T

STORAGE

DRAWING & SCHOOL ARTICALS

WAY TO FIRST FLOOR

LIF

T

GROUND FLOOR

TO

ILET

WA

TER

STORAGETR

IAL

RO

OM

S

FOOTWARES

MENS WEAR

FASHION ACCESORIES

LOW PRICE T-SHIRTS

UNDER GARMENTS

KIDS WEAR

LADIES WEAR

FASHION ACCESORIES

CLOTH PIECES

TRIAL ROOM

S

LIF

T

WAY TO II FLOOR

FROM GROUND FLOOR

FIRST FLOOR

PUJA ARTICLE

STO

YS

SPORTS EQUIPMENT

TIFIN BOX

KITCHEN ITEMS

UTENSIL

SPORTS

EQUIP

MEN

TLU

GG

AG

E

& B

AG

S

HO

ME

AP

PLIA

NC

ES

STO

RA

GE

GIFT ARTICLES

BED SHEET, TOWELS, CURTAINS

& PILLOW COVER

FROM FIRST FLOOR

LIF

TS

TO

RA

GE

SECONDFLOOR

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.

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.

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

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.

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

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.

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

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

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.

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.

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