Course code: MKT 305

Course title: RETAIL MARKETING

Name: Deepanshu Sharma

Section: Q3E26

Roll no. RQ3E26A034

CA1

D-MART
 INTRODUCTION.

 It’s a chain of hypermarkets.

 Founder – Radhakishan Damani in 2000.
 As of now D-mart has 196 stores across the India.
 D-mart is promoted by Avenue supermarts ltd.
 D-mart has B2C business model.

RETAIL FORMAT.
 FEATURES.
 Low prices
 Big stores
 Great discounts & schemes
 Short distribution channel
 Wide variety of products and brands
 Offering value for money
 Stand-alone stores
 Spacious and located at prime location

 LAYOUT.
 All FMCG products which are used daily are kept on the bottom floor.
 The vegetables, fruits, and dairy products are also on bottom floor.
 The first floor is mainly for apparels/Garments. Men’s, women’s and kids wear are available on
this floor.
 The second floor is for all the home appliances, utensils, sports equipment’s, and gift article etc.

 CATEGORY OF PRODUCTS.
 Grocery
 Fruit & vegetable
 Beverages
 Frozen foods
 Dairy products
 Personal and Home care
 Footwear
 Cosmetic item
 Household utensils
 Fashion accessories
 Gift articles
 Garments

 MERCHANDISE.
 The product mix is good and 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 are written on the price tag of a product.
 During the festival season, the festival items are kept in the front area where they are easily
visible.
 A wide variety of festival and decorative items for 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 etc.

SWOT ANALYSIS.
STRENGTH:
 Low price, competitive price.
 Good/stable image as a retail store.
 Spacious and situated at a prime location.

WEAKNESS:
 low brand loyalty among customers. Big bazaar has huge loyalty factor.
 Poor space utilization in store.
 
No backing of a known corporate/business house.

Doesn’t sell electronic equipment, which are currently in huge demand. E.g. laptops,
Plasma TV’s, Digital camera, Mobile phones.
 Stand alone stores, not situated in any commercial building or mall.
OPPORTUNITIES:
 Booming retail sector.
 Limited presence in suburbs, town markets can be potential untapped markets in major
cities.
THREAT:
 Presence of competitors like Walmart, Hyper city, Reliance fresh.
 Global retail MNC’s can open individual stores once FDI cap is removed.

MARKET POSITIONING AND STRATEGY.

PRODUCT SEGMENTATION:

GROCERY HOUSEHOL GARMENT ELECTRONI FOOTWEA BEAUTY TOYS & DMART’S

ITEM & D ITEM S C R PRODUCT STATIONAR OWN
EATABLES PRODUCTS S Y PRODUCT
LINE
1. 1. Stainless 1. Ladies 1. Steam 1. Ladies 1. Skin 1. Toys. 1.
Cooking steel garments. iron. footwear. care. Grocery
oil. product. 2. Hair 2. Games items
2. Fruits. 2. Bed & 2. Men 2. Mixer & 2. Men care. products. (premia)
Vegetable Bath linen garments. juicer. footwear. 3. Dental
s products. care. 3. Pen, 2.
3. Flour & 3. Traveling 3. Kids 3. Torch 3. Kids 4. Deo’s pencil, Electronic
grains bags. garments. footwear. & notebooks appliance
4. Pulses 4. Plastic 4. Grill perfumes etc. s etc.
5. Dairy containers. toaster. .
products 5. Health
6. care.
Biscuits,
chocolate
s

SEGMENATION TARGET
Demographic All age groups
Middle class & lower-class people.
Geographic Metropolitan, Tier 1, Tier 2, Tier 3 cities.
Psychographic Experience
Behavioral Emerging affluent, urban, Time starved.

TARGETING & POSITIONING.

Targeting

Middle & lower class.

All age groups.
Tier 1,2,3 cities.

Positioning

Positioning statements- Daily discounts, Daily savings.

Value based positioning.
Focus on smart purchase.

RECOMMENDATIONS AND FUTURE

STRATEGY.

 PROBLEM FACED BY D-MART.

 Long customers queues outside the stores on weekends is dream for any retailer. However,
these same queues are the biggest challenge or we can say problem of D-mart. Company
struggles to handle customer demand and its quality of service takes a hit.
 D-mart enable customers to get best value deals In any city.
 Unmanageable footfall is affecting stores in other ways.
 Buyers are reporting long queues to enter, followed by parking difficulties, shortages of trolleys
and bags.
 Employees not filling the shelves fast enough to handle customer demand.

 RECOMMENDATION.
 D-mart needs to change with the time.
 D-mart needs to push its e-commerce agenda with a “click & collect” option for
example. Which would help it pass on some of its peak traffic to other times.
 D-mart could also look at increasing weekday discounting as a means to better
distribute its footfall at non-peak times.
 In retail market D-mart has so many competitors like Big Bazar, Reliance, Hyper city,
Walmart etc. They all are going online, giving home delivers. If D-mart want to increase
 its customer base and want to solve problems they are facing with unexpected footfall is
by focusing on their online platform.
 Offers gift coupons to reward its employees and during certain periods to boost their
sales.
 Coupons allotted to customers when they meet certain standards of bulk purchase.
 Teach their employees how to deal with customers.
 Filling shelves on time once the stock is over on shelves.
 Arrange all the products properly so that customers can see them easily.
 Parking facility for customers.
 Extra trolleys and bags.

THANKYOU