RETAIL

PROJECT ON
MANAGEMENT
ExperiencetheConvenience

SUBMITTED TO

Prof. ASHWIN KHER

SUBMITTED BY

ARVIND GUPTA (8123)

SUNIL SINGH (8155)
GAUTAM UDHWANI (815 8)
JYOTI PANCHMATIA (8199)

D-MART

MEHNATHAMARIBACHATAAPKI...!
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

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.

FLOOR
MANAGER

COLD STORAGE

TOILETRIES

E
AG
R
STO

BISCUITS & FARSAN

SKIN CARE

WAY TO FIRST
FLOOR

PAYMENT

CUTOMER
SERVICE
COUNTER

PAYMENT

TOILET

WATER

DETERGENT

VEGETABLES

& GROCERY

SOAPS

COSMETICS

BAGGAGE
COUNTER
GROUND
FLOOR

LIFT

BAKED PRODUCTS

PAYMENT

REFU
ND
COUN
TER

PAYMENT

PERSONAL CARE

DRAWING &
SCHOOL ARTICALS

SNACKS AND SWEETS

MEDICAL
STORE

S
E
AR
TW

FIRST
FLOOR

FASHION
ACCESORIES
LOW PRICE TSHIRTS
UNDER
GARMENTS

KIDS
WEAR

FASHION
ACCESORIES

LADIES
WEAR

WAY TO II FLOOR
FROM GROUND
FLOOR

LIF
T

TRIAL
ROOMS

FO

S
N
E
M

E
W

STORAGE

AR

CLOTH
PIECE
S

TRIAL
ROOM
S

FROM FIRST
FLOOR

UTENSIL

HOME
APPLIANCES

TS NT
OR E
SP IPM
U
EQ

SECOND
FLOOR

LUGGAGE
& BAGS

BED SHEET, TOWELS,

CURTAINS & PILLOW
COVER

SPORTS
EQUIPMENT

STORAGE

TOYS

TIFIN BOX

GIFT
ARTICLES

LIFT

KITCHEN ITEMS

STORAGE

PUJA
ARTICLE
S

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 CDs 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, crockerys, sanitary
items, gift articles, steel items, detergents, vegetables,
fruits, etc.

DISADVANTAGES OF
MERCHANDISING
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.

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

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.
Doesnt sell electronic equipments, which are
currently in huge demand.eg Laptops,Plasma TVs,
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 doesnt 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 dont 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.

K
N
A
H
T
U
O
Y