CHAPTER 1

AIMS OF THE PROJECT

1.

To study the importance of marketing mix in

retail business with special reference to
Dmart.

2.

to study the price ,product, presentation in Dmart services and product provided to the
customers as per their requirement with
special reference to Dmart.

3.

To analyses the contains of the marketing mix.

4.

To deliberate the franchising system in

retailing.

CHAPTER 2
Objectives of the project

1. To study the process in marketing mix in

Dmart retailing.

2. To understanding the importance of price,

product and place.

3. To analyze the importance of franchising in

retail sector like Dmart.

4. To know the services provided by Dmart.

CHAPTER 3

Hypothesis
In todays commercial business work the
competition is more powerful than before. Therefore
the marketing mix is an important point to increase
the profitability in retail sector in dmart which leads
to increasing a goodwill and image of the company.
Price, product, place , presentation ,
people, promotion, process are alsoplays an
important role in marketing mix in dmart sector
The dmart business is goes down failure
without this elements of marketing mix. Consumer
are not get influents or satisfaction without this
elements. As you can see in the competition world
there is other competitors like big bazar,
MacDonald, or wallmart which provide the
marketing mix services more than dmart. Therefore
some times dmart has not earn profit or not win
competition in the market.

CHAPTER 4
Scope and limitations
Scope:1. This project is beneficial for those people who
is study about the marketing mix in dmart
sector.
2. This project is beneficial for those individuals
who wanted to open their business in Retail
Sector with marketing mix.
3. This Project is important for those retailers
who wanted to continue their business with
extra or additional ideas and knowledge.

Limitations :-

The Dmart is an one type of retail business

which provides goods marketing mix services to
the consumers to win the competition in the
market. But the Retailer can not cross the limit
which is not beneficial for their business.

Following are the limitations of Dmart :-

1. Dmart is applicable for those consumer who

wants to buy good quality of product and
services with good marketing mix services.

2. The Retailer does not sale their product

with low quality of marketing mix services
to the customer.

3. The area which located in Dmart sector,

this area is beneficial for those consumer
who is living that area.
CHAPTER 5

Information of the Company in Marketing mix

Dmart

INTRODUCTION OF PROJECT :-

As a part of our study of MBA programme, we are given

capstone project work to developour analytical faculties
as professional students. In relation to the aforementioned
objective the project undertaken by us covers marketing
analysis of national. The study converges on two
majorgiants in global market:

D-Mart
Services
The service offered was somewhat okay. As soon as we
went in, the security (lady) informed us that she was
putting our belongings inside a D-Marts green clothed bag
and sealing it. Even the purse bag of my mother was sealed
inside. We had to argue with the security guard and finally
we managed to get the purse out. We began shopping with
10 minutes of wasted time and a rather bad mood to begin
Shoppingwith.
The staff was unfriendly and unfamiliar with rules. It
seemed as if they wanted to sell without understanding the
requirements of the customer. On the Priya pickle offer
( 1free for 2 bought) the staff lady wanted us to buy the
same pickle three times. This was a stupid idea, what
would we do with 3 achaars of the same mango, or ginger,
or lime? Finally after we explained the stupidity behind
her reasoning she relented and let us chooses a variety of
three.

Customer Service:At D-Mart it is our endeavor to provide you with best in class
service. You can reach us and may email us. We will make all
attempts to respond to you as early as possible.
Also, for your assistance and faster resolution of your queries,
we have created a list of Frequently Asked Questions FAQs with
our answers to them. You can find those in the FAQs section
CustoCustomer Servi
cesmer Services

Prices
The prices offered are economical over here. D-Mart offers
minimum 5% discount on MRP on all items except
medicines, grocery and vegetables and fruit items.

Personal Selling
There were personal Personal Selling for some newly
launched products . We encountered 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.

Promotion
Promotion and sales offers were present for most of the
items.There were a discount of 10 % on all Navneet
products and Cadbury celebrations.There was one
separate whole shelf for garbage dust bin bags selling at
Rs.29 wherin the actual MRP was Rs.45.In case of

apparels there is a variety available ranging from

menswear,womenswear and kidswear.

Presentation of the Dmart :-

Presentation of d mart :-

1. Given by:- GANESH B. RAWOOL.

2. Retail shops comes under service sector mangement.
3. ABSTRACT:India is loand increasing RETAIL
opportunities. Retailing has bright prospects, propelled by
the lifestyle changes taking place among the customers.
The retailers have realized that creating superior customer
service is the key for their success. The challenge to the
retailer is not only to satisfy the customers, but also to
delight and retain relationship with the customers.
4. In this situation, well carved-out retail marketing strategy is
essential which is specially designed for maintaining
Customer Relationship Management and also which is the
need of the hour.
5. D-MARTMEHNAT HAMARI BACHAT AAP KI...!
6. 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.
7. 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.
8. Large frontage makes mall clearly visible from outside.

ATMs are available near the mall for one to withdraw

money, if required.
9. 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.
10. Each section has one attendant on average. The floor
cleaning activity is outsourced.
11. 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.
12. 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.
13. 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.
14. CATEGORY OF PRODUCTS 1. Grocery 8. Cosmetic

Items/ 2. Fruit & Vegetables Beauty care 3. Beverages 9.

Medicines 4. Frozen Food 10. Household utensil 5. Dairy
products 11. Fashion accessories. 6. Personal and 12.
Movie CDs and Home care Gifts articles 7. Footwares
Apparels/Garments
15. 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.
16. 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.
17. 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.
18. 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.
19. 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.
20. Multiple unit pricing: - This strategy was followed for
stimulating sales. E.g.:- Soap bars bundled together
21. CRM STRATEGIES /PRACTICES Setting up an Image of
a DISCOUNT STORE:- Now days people more attract
towards discount stores. D-Mart is Retail store which come
with the discount rate of product. They give discount on all
the daily usage product. Because of this customers are
automatically attract towards them.
22. Offers VALUE FOR MONEY. Provides a lot of offers:Some for a specific period Some throughout the year
TARGET GROUP:- Valueconscious Upper / Lower
middle income customers.
23. SWOT 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.
24. - No backing of a known corporate/businesshouse. - Doesnt
sell electronic equipments, which arecurrently in huge
demand.eg Laptops,Plasma TVs,Digital cameras,Mobile
phones. - Stand alone stores, not situated in anycommercial
building/malls/hub.
25. 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.
Target customer
D-mart projecting itself as a discount store targets the
middle income group. The area in which it is located is
predominantly middle class residential area. So the
location is such that it is very convenient for its target
customers. Also it is a very fast growing and value
conscious segment. In order to attract their attention, Dmart keeps giving several offers that directly projects
greater value to the customer.