MORE Supermarket, Little World

Mall, Kharghar
Submitted to: Mr. Vivek Khandelwal
By Group 4
Anuj Bindra – 05
Sonal – 08
Yashraj Kesarwani– 11
Abhinav Prajapati – 19
Priyanka Nemade – 20
Saurabh Rawat - 36
 About MORE
• Aditya Birla Retail Limited launched their first store in Pune in 2007.
• The store, a part of the chain aptly named MORE.

• 2 formats Supermarket & Hypermarket.

• Supermarket: Neighbourhood stores cater to the daily, weekly and

monthly shopping needs of consumers.

• Offers a wide range of fresh fruits & vegetables, groceries, personal

care, home care, general merchandise & a basic range of apparels.

• Over 600 more.supermarkets across the country.

• more.MEGASTORE - is a one-stop shopping
destination for the entire family.

• Provide a large range of products across fruits &

vegetables, groceries, FMCG products, general
merchandise, apparels & CDIT.

• Currently, eight hypermarkets operate under the

brand more.MEGASTORE
 MORE Supermarket Location
• Address: MORE Supermarket, Ground Floor, Little World
Mall, Sector 2, Kharghar (W), Navi Mumbai – 410210

• About Location: KHARGHAR

- Population of Kharghar mainly consist of higher
middle class and NRIs.
- One of the best planned cities in Navi Mumbai.  It is
aptly referred as City of Future and Nature’s Paradise
 OBJECTIVE OF THE ACTIVITY
• To define the objective of the store.

• To determine the catchment area of the store.

• To explore and understand the product and

customer profiles of the store.

• To analyze the assortment (width and depth) of a

selected product category.
 Objective of the MORE supermarket
• The objective is to provide quality products at
attractive price points to customers.

• To provide customers a wide choice of products under

its own labels.

• Since quality of the products is of prime importance,

stringent quality norms have been set and are
followed.
 Catchment Area
• The trading area is primarily KHARGHAR.

• Footfalls from areas within 5-6 Km on

weekends. (i.e. CBD, Kalamboli, Seawoods)
 Customer Profile Targeted
• Based on consumer classification, i.e. Socio-
Economic Classification (SEC)

• Sec A, Sec B, Sec C.

That is higher class and middle class people.

• Focus on attracting mothers and children.

 Product Profile @ MORE
• Beverages
• Basic Apparels
• Cutlery & Cookware
• Fruits & Vegetables
• Frozen & Dairy Products
• FMCG Products
• Grocery
• General Merchandise
• Home Care Products
• Home Decor Products
• Personal Care & Cosmetics
• Processed Food
• Ready to Cook/Prepared Food
• Staples
• Stationery
• Women's Accessories
 Product Category Selected
• Food and grocery
Product Lines

Fruits & Instant and

Vegetables Staples Dairy products Ready-to-eat
Frozen Food food
Products

Product Line Selected

 FROZEN FOOD PRODUCTS @ MORE

• NON-VEGETARIAN FROZEN FOOD PRODUCTS

• BRANDS – 1. SUMERU
2. Venky’s
3. Al-Kabeer
4. Godrej Yummiez
5. Prabhat
SUMERU Venky’s
Product Pack Sizes Product Pack Sizes
(Grams) (Grams)
Seal fish 100, 200, 500 Chicken in 250
Chicken grill 250, 500 Minutes
sausages
Chicken Jumbo 250, 500
Small Prawns 100, 250 Burger Patties
Breaded Fish 350
Fillets Chicken Drum 250, 500
Sticks
Chicken Nuggets 200
Chicken Cutlets 200 Chicken 250, 500
Boneless
Chicken Burger 300
Patty Chicken Franks 250, 500
Chicken Fingers 250, 500
Chicken Nuggets 250, 500
 Al-Kabeer Godrej Yummiez
Product Pack Sizes Product Pack Sizes
(Grams) (Grams)
4 Chicken Burgers 200 Tandoori 250, 400
Tandoori Chicken 240 Chicken Nuggets
Tikka
Chicken Chilli 250, 400
Chicken Nuggets 100, 250 Sausage
Chicken Spring 150
Rolls Chicken Pepper 250, 400
Sausage
Seekh Kabab 240
Mutton Chicken Garlic 250, 400
Chicken & Cheese 200 Fingers
Sticks
Chicken Pepper 250, 400
Cocktail Sausage 150, 250 Salaam
(Chicken/ Mutton)
Mutton Hotdogs 250
Mutton Cubes 450
 Prabhat Foods
Product Pack Sizes
(Grams)
Chicken Shahi 150
Kabab
Chicken Cheese n 190
onion Sausage
Chicken Bacon 200
Rashers
Chicken Sausages 150
• VEGETARIAN FROZEN FOOD PRODUCTS

• BRANDS – 1. SUMERU
2. Al-Kabeer
3. Vadilal
4. Safal
5. Godrej Yummiez
6. Pagros
 SUMERU Al-Kabeer
Product Pack Sizes Product Pack Sizes
(Grams) (Grams)
Veg Cutlets 200 Puff Paratha 200
Flaky Paratha 400
Veg. Nuggets 250
Malabar Paratha 300
Cheese Popons 225
French Fries 500
Haryali Kabab 150
Frozen Green Peas 200, 500
Aloo Tikki 250
Jalapeno & 10 pieces
Cheese Sticks

Pagros Corn Samosa 240

French Fries 200, 400
Product Pack Sizes
(Grams) Frozen Peas 200, 500, 1000
Pagro Frozen 200, 500, 1000
Green Peas
 Vadilal Safal
Product Pack Sizes Product Pack Sizes
(Grams) (Grams)
Aloo Paratha 300 Frozen Sweet 200, 500
Mixed Veg. Paratha 300 Corn
Onion Paratha 300 Frozen Mixed 200, 500
Garden Fresh Peas 200, 500, 1000 Veg.
Mutter Paneer 180 Frozen Green 200, 500, 1000
Frozen Paratha 300 Peas

Godrej Yummiez
Product Pack Sizes
(Grams)
Yummiez Cheese 400
fingers
 Quick Facts
• Return to Vendor (RTV)
In case, the food items (especially Non-Veg.) are
not turning over within the stipulated time.
(Example: During festivals like Navaratri, non-
veg. food becomes a slow moving item etc.)
• Dump Provision
8-10% of the total sales (Due to non-selling and
shelf-life expiry).
• Cross-docking is utilized.
 Inference
• Good blend of frozen food items in both (veg and non-veg)
the segments.

• No private labels in frozen food items.

• Good quality and branded products.

• Overall wide assortments in the Food and Grocery category.

• Private labels in instant foods like Feasters noodles,

Kitchen’s Promise Instant mixes acting as fillers rather than
profit earners.
 Inference (Contd…)
• Wide assortments of frozen goods in good
quantity, able to capture working women.

• More kids are attracted to the packaging of

the items and hence able to exert a pull on
mothers too.
 Recommendations
• Additional efforts to improve the visual merchandising in terms of
signage and symbols.

• One day discount (in 2 weeks) on frozen items could help in better
turn over of these items.

• Chocolates, candies kept at the end caps of the frozen items will pull
the child and in turn his/her mother.

• Availability of a list of products next to the refrigerator in which

frozen items are stored will provide hassle-free selection for
customer.

• Recipe books can be offered along with the food.

 REFERENCES
• http://www.morestore.com

• http://www.google.com
THANK YOU