RETAIL MANAGEMENT

PROJECT ON
Experience the Convenience

Coordinator Gaurav Pande Ramsurat Patel Hardik Sangani Rachit Sheth Aaditya Shinde Santosh Vishwakarma Lalit Yadav Vikas Yadav

Roll No. 38 43 51 54 55 63 67 68

D-MART
MEHNAT HAMARI BACHAT AAP KI...!
MISSION TO BE THE LOWEST PRICED RETAILER IN THE AREA OF OPERATION / CITY / REGION.

VISION IT IS OUR CONTINOUS ENDAVOUR TO INVESTIGATE, IDENTIFY & MAKE AVAILABLE NEW PRODUCT CATEGORIES FOR CUSTOMERS 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 y Some throughout the year

y

TARGET GROUP:
Value conscious y Upper / Lower middle income customers.
y

RETAIL FORMAT / MIX

LOCATION
Situated at Mahavir Nagar, Kandivali(West) since the last three 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 both Borivali and Kandivali Station side since Auto rickshaws, BEST buses 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 (Fast Moving Consumer Goods) 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. Men's, 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.

TOILETRIES
FLOOR MANAGER

COLD STORAGE BISCUITS & FARSAN SKIN CARE PERSONAL CARE

PAYMENT PAYMENT WAY TO FIRST FLOOR

REFU ND COUN TER

BAKED PRODUCTS COSMETICS

DETERGENT
SOAPS

& GROCERY

VEGETABLES

BAGGAGE COUNTER GROUND FLOOR

PAYMENT

DRAWING & SCHOOL ARTICALS

CUTOMER SERVICE COUNTER

PAYMENT

MEDICAL STORE
SNACKS AND SWEETS

WATER

TOILET

LIFT

TRIAL ROOMS

STORAGE FASHION ACCESORIES

LOW PRICE TSHIRTS UNDER GARMENTS
WAY TO II FLOOR
FROM GROUND FLOOR

FASHION ACCESORIES

CLOTH PIECE S

FIRST FLOOR

KIDS WEAR

LADIES WEAR

TRIAL ROOM S

LIF T

KITCHEN ITEMS TIFIN BOX

TOYS

GIFT ARTICLES

FROM FIRST FLOOR

UTENSIL
SPORTS EQUIPMENT BED SHEET, TOWELS, CURTAINS & PILLOW COVER
LIFT

SECOND FLOOR

HOME APPLIANCES

LUGGAGE & BAGS

STORAGE

STORAGE

PUJA ARTICLE S

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 color 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 Bollywood(Hindi Language) 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 CDs 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. y 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, crockerys, sanitary items, gift articles, steel items, detergents, vegetables, fruits, etc.

DISADVANTAGES OF MERCHANDISING
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. y packets of chocolate which were damaged were kept on the shelf which gave a bad impression to the customers.
y

In the passage lot of material was stored thus blocking the movement of the customers. Only one way movement of Shoppers is possible.

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.
y

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(Next to).

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.

y

E.g.:- Santoor soap bundled along with a Wipro CFL bulb.

Multiple unit pricing: - This strategy was followed for stimulating sales.
y

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. y Also there was a huge amount of personal selling in case of perfumes and cosmetics and apparels.
y

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

S.W.O.T ANALYSIS FOR D-MART 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 stores. No backing of a known corporate/business house. Doesnt sell electronic equipments, which are currently in huge demand.eg Laptops, Plasma TVs, 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 doesnt 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 dont 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.