Given by:-

GANESH B. RAWOOL.
Retail shops comes under service
sector mangement.
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.
 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.
 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 CUSTOMER’S EVERYDAY USE & AT
THE BEST VALUES THAN ANYBODY ELSE
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.
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.
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.
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 CD’s and

Home care Gifts articles
 7. Footwares  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.
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.
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
CRM STRATEGIES /PRACTICES
 Setting up an Image of a DISCOUNT
STORE:-
Now day’s 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 customer’s are automatically
attract towards them.
 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.
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.
 - 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.