retail mgt final ppt

8/3/2019 Retail Mgt Final Ppt

1/19

Retail ManagementSubmitted to,Prof Ashwin Kher.

Submitted by,Neha Gupta -1133

Snehal Dalvi -1126

Viresh Narkar -1147

Project Topic:-Dmart.


2/19

Owned and operated byAvenue Super Marts Ltd.

Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and

supermarkets by the store name D-Mart.D-Mart seeks to provide a one-stop shopping experience for the entirefamily, meeting all their daily household needs. A wide selection ofhome utility products is offered, including foods, toiletries, beautyproducts, garments, kitchenware, bed and bath linen, home appliances

and much more.Since D-Mart first opened its doors in the Mumbai region in 2000, ithas grown into a trusted and well-established shopping destination inMaharashtra, Gujarat, Andhra Pradesh and Karnataka. D-Mart is nowlooking forward to growing its stores across India.


3/19

Mission To be the lowest priced retailer in the area of operation/

city / region.

Vision

It is our continuous endeavor to investigate, identify andmake available new products/categories for the customerseveryday use and at the best value than anybody else.


4/19

Image communicated.Make available new products/categories for thecustomers everyday use.Best value providing retail outlet than any other retailoutlet.

Aspires to be one stop destination for all daily needproducts for the entire family.Daily savings and daily discounts.Providing value for money spent.

Attempts to provide all the requirements to itscustomers in their budget.Provide special discounts and offers during festiveoccasions.


5/19

Target audience:- Low income level groups.

Middle income level groups.

High income level groups.Value, price and quality conscious customers.

Housewife, youngsters, etc.

Working group.


6/19

Retail Format

RetailFormat

Location

InteriorDesign

Exterior

Design

MerchandisePlanning

Pricing

Layout

Promotion

PersonalSelling

Visual

Merchandise

Services


7/19

Location

Located at Shop No A1, Kothari Compound, Pokhran Road No 2,Manpada, Near Garden Estate, Thane West, Thane 400601.

Landmark Besides State Bank of India.

Its located in residential area thereby making available lots of potentialmarket and growth opportunities.

Its has huge drawing power as it is centrally located among theresidential area and the Large frontage makes mall clearly visible from

outside. Also there are service centres located (Maruti, Ford and Hero Honda)

along with few garages and a church near d-mart so this attracts peopleto the outlet.

Also it is easy to access since TMT and BEST bus stop is nearby and also

there is a rickshaw stand outside d-mart. There is lot of traffic (both vehicular and pedestrian) as a there is a

garden and church nearby.

Also there is no other big retail outlet in that same locality (3kmradius).


8/19

Parking Though there is parking space available but thats not

sufficient during peak hours.

Due to lack of parking space availability the visitorspark their vehicle on the sides of the road whichsometimes leads to traffic.

After having shopped from d-mart, carrying thepurchased items (sometimes heavy) till the vehiclebecomes a big issue.

D-mart provides free parking to its customers.

Also there is no two different gates for in- and -out ofvehicles thereby leading to heavy traffic during entryand exit of four wheelers.


9/19

Interior Design The colour scheme used at d-mart is light green andgrey, associating it with the logo of d-mart. Ceramic tiles are used for flooring at d-mart. Proper and adequate lighting was done for effective and efficient

visibility of products. Spot lights and halogens were used where ever required.Music played at d-mart was Soft and soothing which appealed to the

target customers.Air fresheners were usedDrawbacks There was no proper storage space, heavy bulky products were found

lying on the floor. The Ceiling is not appropriately constructed, as a result the A/C duct

and outlets are exposed completely. There is very little space between two racks so free movement of trolley

is obstructed. There are only three trail rooms and those are common trial rooms for

males and females.


10/19

Exterior design There is a safe deposit and baggage counter where the people visiting d-mart

deposit their belongings so that they can shop conveniently.

Metal railing are built for the shoppers to sit and rest. There are few fast food stalls and refreshment counters so that people visiting

d-mart can enjoy shopping. There is also a dairy shop exterior to d-mart. Security personnel's are employed to check the customers with metal detectors

for security reasons.

It is a single storey building and is painted in white color with d-mart logo on it. An awning is a attached to the exterior wall of a building so as to protect from

sunrays and rains. Its in green and white in color, matching to the color of d-mart logo.

There is a single door for entry and two doors to exit.(glass doors)


11/19

Visual Merchandise

The product mix is good & lot of variety is available.

The assortments for apparels is done as per the price and size. Different sections for male, female and children clothing is done for

convenience of the customer. The price tag clearly specifies the d-mart offer price and the maximum retail

price. During festive seasons, the festive items are kept in the front for easy

accessibility. For e.g.. A wide variety of festival and decorative items for Ganpati and Navratri

festival are kept along the main passage. Similar products of different brands are displayed properly so that they are

easily visible. The whole area is properly divided as per the product category like Foods,

Toiletries and Beauty products, Garments, Kitchenware, Bed and Bath linen,

Toys & Games, Stationery, Home Appliances, Footwear. Proper ventilation is done in the area were vegetables are sold. There are danglers informing about the new launches. The staff at d- mart are dressed in grey color uniform with green color d-mart

logo on it.


12/19

Merchandise Planning

Products which are in regular use are kept in the frontarea like oil, soaps, biscuits, etc.

During festive seasons sufficient stock is madeavailable so that there is no stock out as this may lead

to unsatisfied customers. Right product was made available at the right time. For

e.g. during Ganpati festival sweets and small idolswere available.

Optimum utilization of space was done. D-mart promotes their outlet by advertising in the

local news papers which emphasizes on d-mart offerprices (less than MRP).


13/19

Dis-advantages of Merchandise

At the apparels section, the new arrivals were not displayedproperly.

Some products that required proper cooling were notstored properly. For e.g. Cadburys chocolates had begun tomelt 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.

Space utilization was not well planned thus blocking the

movement of trolleys. There was only little space available between passages.


14/19

Pricing

D-mart offers products at economical prices.

Various sales offers and discounts are offered during festiveseasons to boost sales.

D-mart offers minimum 2% to 7% discount on MRP andstraight 5% on medical product, except grocery, vegetables

and fruit items. The pricing strategy followed at d-mart is EDLP (Every Day

Low Pricing).

Also multiple unit pricing was one other strategy followed

at d-mart.e.g. if u purchase one soap of a particular brand then d-mart price is 10rs whereas if u purchase a bundle of 3 soapsof the same brand then d-mart price in 28rs.


15/19

Advertising and Promotion

D-MART usually advertises in major newspapers giving information about their latest

offers. D-mart also has a website for promoting various outlet. D-mart uses point of purchase display to generate consumer enthusiasm. This actually

leads to impulse shopping. Bill board advertising technique is also used for pedestrians and motorist. D-mart also uses yellow pages as of the key medium to advertise the outlet. D-Mart hoardings on the lamp post and bus stops are the other methods adopted for

advertisement. Promotion and sales offers were present for some of the items.

E.g. There were a discount of 10 % on all PONDS products.There was one separate whole shelf for products that were offered at huge discount

for instance HALDIRAM sweets were sold at Rs.25 whereas the actual MRP was Rs.45.DRAWBACKS

T.V. and Radio medium for advertisement is till not used for advertising D-mart. There is no proper hoarding that shows D MART is in vicinity. No direct mails for regular customers informing about the new arrivals and offers at

d-mart.


16/19

Services and Personal SellingThe services provided at D-mart are satisfactory.

Payments are accepted in cash as well as cards. If the purchases made from d-mart on week days are more than

Rs 10000/- then they give home delivery services..

Individuals may also receive gift coupons if their off-take is Rs10,000 or more.

There are sales personnel who may assist you if there is any queries.

They have counters to keep our valuable things.

for e.g. they give green color bags to ladies to keep their purse.

During rainy seasons they take care of umbrellas of people visiting

D-mart.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.


17/19

Goods can be returned within 7 working days from the date

of purchase along with the original cash memo. Goods can

be returned on all days between 11a.m to 9 p.m.Also free gift wrapping is done during weekdays.DrawbacksThere were few staffs who were unfriendly and unfamiliar

with rules.There was long queue for billing.They charge you for carry bags.Also there were few debit/credit cards machines which

were not operating properly.

There is nobody to assist and help you in parking thevehicle.There is no washroom at d- mart.There are only three trial rooms which are common for

males and females.


18/19

s

Store room Grocery

Biscuit,oil&farsans

Otherkitchenitem

s

Dr

esswearbothbo

ys

andgirls

So

aps,cosmeticsan

d

toiletries

Kitchenappliances &utensils

Stationary

Toys&games

Bed&bath

linenDresses,

raincoat andother related

Painting, artifactsand other homedecorative items

Changingrooms

Vegetable & fruits

Refrigerated productsP

Ay

PAy

PAy

PAy

BakeryP

Ay

PAy

exittE

ntry

Security

Bikeparking

Car parking

ent

ry

y


19/19

Thank you

retail mgt final ppt

Documents