dmart
Post on 25-Nov-2014
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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
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