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A STUDY ON

Marketing Strategy of V-MART

AMAAN KHAN

V-MART
Type
Hypermarket
Founded
2002
Maiden store
Ahmedabad
Industry
Retail
Products
Apparels, Non
Apparels,
Department,
Grocery store

Key People

LALIT AGARWAL,
Madan Agarwal,
Hemant Agarwal
Sabse sasta,Sabse

Punchline
Acha
Retail Space 8.20 Thousand Sq Mtr
Advantage
(tier II & tier III cities)
Currently 108 outlets

Overview of VFirst incorporated


as Varin Commercial Private
MART
Limited under the Companies Act in 2002 in
West Bengal. Then in 2003,
V-MART opened maiden store in Ahmadabad
(Gujarat).
In the Year 2004 V-MART opened first store in
capital city, New Delhi. Further in 2006 V-MART
crossed 1 lac sq.ft. retail space.
In the year of 2008, V-MART hit the base by
registering V-Mart Retail as a public limited entity
and also crossed the turnover of 1,000 million INR
As the time passes by V-MART took the shape of a
renowned family brand that caters the needs of
whole family by offering high quality retail
products. Along with growing customers, V-MART
achieved a turnover of over INR 2,000 million in

V-Mart is a complete family fashion store that provides its


customers true value for their money.
V-MART offer customers a great shopping experience each time they visit V-Mart
store by offering a vast range of products under one roof. Maintaining high
standards in quality and design, V-Mart offers fashion garments at down-to-earth
prices and over a period of time has emerged as the destination of choice for
bargain hunters and the
fashionable alike.
V-MART primarily operate in tier II & tier III cities with the chain of Value Retail
departmental stores. Our stores cater to the needs of the entire family altogether
by offering apparels, general merchandise and kirana goods.
V-MART has108 stores across 91 cities in 12 states and union territories, with a
total retail area of 8.82 Lac sq.ft (8.20 Thousand Sq Mtr.).V-MART stores are
located in prime states/cities such as Bihar, Chandigarh, Gujarat, Haryana, Jammu &
Kashmir, Madhya Pradesh, New Delhi, Punjab, Rajasthan, Uttarakhand and Uttar
Pradesh. We are amongst the pioneers in setting up modern ambience stores or
large retail malls across various small towns and cities like including
Sultanpur,Faizabad,Ujjain,Motihari and more.

PRODUCTs
Apparels = Private Labels + other
Non- Apparels= Other
FMCG= Private + Other
Trying to increase the proportion of
Private Labels in FMCG

Apparels

Stationeries
Hair sets
biscuits
Diaries
Office
Cup
Mat
Shampoo
Rice
Masala
Atta
Soap
Bowl
Tray
oil

Board of director
Chairman and Managing
Director

Director
procureme
nt-General
Merchandi
se

Director
procurem
entApparel
and
private
labels

Senior VP
Operation
and
Marketing

V-MART ORGANISATIONAL
STRUCTURE

VP
Strategic
Planning
and HR

CFO

Company
Secretary

General
Manager
IT

EVENTS

Marketing strategy of V-MART


Regional cluster based expansion and penetration
(a) Enhancing brand visibility
(b) Understanding customer preferences
(c) Better utilization of human resources
(d) Effective implementation of marketing activities
PROMOTIONAL EVENTS Free eye checkup ,blood
donation campaign
Dedicated focus towards increasing same store sales
growth
Cross promotion through Intelligent Marketing
Increase in customer loyalty
Continue to invest in IT infrastructure
Foray into e-commerce and start our online retail
portal
Continue to provide training to our employees and
invest in human capital.
Hiring people with disability by
joining hand with SARTAK

Objectives
To know the strategy adopted by V-MART in the
current retail marketing environment.
To have a proper understanding and analysis of
V-MART
To know the marketing strategies that V-MART
adopted to make a good relationship with its
customers.
To know the people perceptions towards VMART.
To evaluate the recent trends of Indian retail
industry in order to come out with prospects for
Indias one of leading retail chains V-MART.

RESEARCH METHEDOLOGY
Method of data collection used in the research
is PRIMARY DATA collection method

Primary Data

QUESTIONNAIRE
sample size -100
Sample profile- customer of V-MART
Secondary data-

www.vmart.c
Newspaper, journals.
o.in


QUESTION 1:- How do you know about V Mart ?

31
25

23
19

2
TV

Hoarding

Newspaper

friends

Net

QUESTION 2 :- How often do you come at V- Mart


?
Chart Title
once in a week

twice in a week

once on a month

49
39

12

QUESTION 3:- On an average how much amount


of money do you spend on a visit ?

30
25
20
15
10
5
0

below 500
500-1000
1000-1500
1500-2000
above 2000

QUESTION 4:- What kind of products do you


purchase from V-Mart ?
Chart Title
Apparels
Food Items

Non-Apparels
Home Appliances.

43
35

16
6

QUESTION 5 :- How would you rate the following


attributes for V-Mart?
Chart Title
90
80
70
60
50
40
30
20
10
0

Very good

good

Average

Poor

Very Poor

QUESTION 6:-Are you aware about various schemes of V-Mart on


regular Basis?

no of respondent
yes

no

41%
59%

QUESTION 7:- What excites you


most for shopping at V-Mart ?
No. of respondents

61

18

12

Findings
It is found that 31% of the people came to know about V-Mart through
newspaper.
It is found that consumer attitude towards frequency of visit seems that
49% of majority consumers prefer to visit the store Once in a week.
The main selling area of V-Mart is Garments and Food.
The analysis shows that 26% of people spend Rs. 1000-1500 on a visit
at V-Mart whereas 24% of respondents said that they spend BELOW 500,
Only 17% of customers spend above 2000 on a visit at V-Mart.
41% of the total number of respondents said that they are not aware of
different schemes provided by V-Mart and remaining 59% said that they are
aware of different schemes.
Majority of respondents said that discount on ,buy 1 get 1 free and
more variety offer on products excites them most for shopping at V-Mart.
Mostly all the respondent are not satisfied with the parking facility

Suggestion
Company should try to increase publicity in and around 0-10 kms of VMART with the help of different medias like local FM radio, print media, and
posters especially when there are special schemes for customers.

V-MART should introduce various schemes periodically, say once in forth


nightly.

It is suggested that the company should adopt aggressive marketing


campaigning and advertising during times of seasonal bulk items like wheat,
oil, ghee, spices etc. and provide fair discounts on bulk purchase.

Making stalls in corporate melas like trade fair, maybe beneficial to create
brand image of itsproduct

Company should provide regular training to their staff and aware him with
the modern technique ofselling and customer dealing.

A special discount may be given on purchases exceeding certain limits.


There should be more number of billing machines at the billing counter.

Limitations
Limitation of data.
Limitation of time.
Sample size is limited due to the limited
period allocated for the survey.
Getting accurate responses from the
respondents due to their inherent problem is
difficult. They may be partial or refuse to
cooperate.
Respondents may not be interested to give
the data.
Sometime respondents are not taking interest
in such type of surveys therefore there is
chance that they might be giving wrong
information.

CONCLUSION
In the research I found that Indian retail industry is very complicated
in nature because the taste and preferences of the customers vary a
lot in nature. The customers are very choosy in nature; they are not
ready to compromise with their requirements. The customers have
lots of option related to the choices. There are many competitors in
the retail industry. So the sales and promotion activity of the
company is the only tool to attract the customers.
TO work effectively in the market and face
the challenges in the current marketing situation organization must
have to adopt a very efficient and good
MARKETING STRATEGY.

BIBLIOGRAPHY

www.vmart.co.in
www.google.com

THANK YOU