Daily Discounts

Daily
Savings

Presented by:
Nupur Mathur
J a s p a l Fa n d e
Meghna Modi
Sachin Bahadkar
Cleavas
 Retail Sector in India
Retailing is one of the pillars of the economy in India and
accounts for 13% of GDP

Over 12 million outlets operate in the country and only 4% of

them being larger than 500sqft (46m2) in size

Most Indian shopping takes place in open markets and

millions of independent grocery shops called kirana. Around 11
shops for every 1,000 people

India has the Highest shop density in the world.

There are over 1,000 hypermarkets and 3,000 supermarkets

projected to come up by 2011.

According to the Icrier report, the retail business in India is

estimated to grow at 13% from $322 billion in 2006-07 to $590
Types of Retail Sector
Organized
 Retail Employment
are of Retailing in Employment Across Different Countries

Country Employment %
India 8%
USA 16%
Brazil 15%
Poland 12%
China 7%

Source: International Experience on Policy Issues

 India retail distribution
INDIA RETAIL
Market Split %
Urban 45%
Rural 55%

urce: National Account Statistics

Source: Navdanya/Research Foundation for Science, Technology and Ecology

 Retail Trade
RETAIL TRADE IN INDIA AND SOUTH EAST ASIA

Countries Organized Unorganized

India 2 98
China 20 80
South Korea 15 85
Indonesia 25 75
Philippines 35 65
Thailand 40 60
Malaysia 50 50

Source: CRISIL
 Mehnat Hamari Bachat Aap Ki...!

Avenue Super Marts Pvt Ltd

(ASPL) owns and operates
hypermarkets and supermarkets by the
store name D-Mart

D-Mart seeks to provide a one-stop

shopping experience for the entire
family, meeting all their daily household
needs.

Since D-Mart first opened its doors in

the Mumbai region in 2000, it has
grown into a trusted and well-
established shopping destination in the
Mumbai Metropolitan Region (Mumbai,
Navi Mumbai and Thane).
 Mehnat Hamari Bachat Aap Ki...!

MISSION
to be the lowest priced retailer in the area of operation /
city / region.

VISION
it is our continuous endeavor 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
D-mart's Expansion Began In 2007, When Stores Were Opened In
Ahmedabad, Baroda, Pune, Sangli And Solapur. Today, D-mart Is
Established In 45 Locations Across Maharashtra, Gujarat, Andhra
Pradesh And Karnataka.
MUMBAI SOLAPUR
NAVI MUMBAI

THANE
PUNE
SANGLI

KOLHAPUR AMRAVATI
 @ KOPARKHAIRANE
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. Men's, 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
 TOILETRIES
COLD STORAGE GE
RA
MANAGER
BISCUITS & FARSAN O
ST
FLOOR

SKIN CARE
WAY TO FIRST
FLOOR
PERSONAL CARE
REFU

LIFT
BAKED PRODUCTS
PAYMENT
PAYMENT

ND
COUN
TER
COSMETICS

TOILET
DETERGENT
SOAPS
& GROCERY
VEGETABLES

WATER
BAGGAGE
COUNTER DRAWING &
SCHOOL ARTICALS
PAYMENT

MEDICAL
GROUND CUTOMER
PAYMENT STORE
SERVICE
FLOOR COUNTER
SNACKS AND SWEETS
ROOM
STORAGE
TRIAL R
EA
S
W
N S WAY TO II
E FASHION FLOOR
M
ACCESORIES FROM GROUND
FLOOR

LOW PRICE T-
ES SHIRTS

LIFT
AR
TW FASHION
O
FO UNDER ACCESORIES
CLOTH
GARMENTS PIECES

KIDS
FIRST LADIES TRIAL
WEAR
FLOOR WEAR ROOM
S
 PUJA

STORAGE
ARTICLE
S KITCHEN ITEMS GIFT
TIFIN BOX
ARTICLES
TOYS

FROM FIRST
FLOOR

UTENSIL

LIFT
BED SHEET, TOWELS,
SPORTS CURTAINS & PILLOW
EQUIPMENT EQ COVER
SP IPM
U
O
RT EN

STORAGE
S T

APPLIANCES
LUGGAGE
& BAGS

HOME
SECOND
FLOOR
 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 personnel's 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.
ERRORS :
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. Foot wares
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.
ERRORS IN MERCHANDISING
At the apparels section, the new entries were not displayed
properly
Products that needed appropriate cooling were not stored properly.
For E.g. 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
Hoardings in major places in Navi Mumbai.
D-MART presence in major newspapers.
Promotional offers were presented for most of the items at the
store.
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
EDLP (Everyday low pricing) pricing strategy is followed.

D-Mart offers minimum 2% to 10% discount on MRP and straight

5% on medical products, 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
SWOT ANALYSIS FOR D-MART
 STRENGTH FOR D-MART

Low price, Good/stable

competitive image as a
price retail store

Spacious
and situated
at a prime
location
 WEAKNESS FOR D-MART

-Low brand loyalty among customers as compared to

their
competitors.
- Poor space utilization in stores.
- No backing of a known corporate/business house.
- Doesnt sell electronic equipments.
- Stand alone stores, not situated in any commercial
building/malls/hub.
 OPPORTUNITIES FOR D-MART
BOOMING RETAIL SECTOR.

LIMITED PRESENCE IN SUBURBS, TOWN

MARKETS CAN BE POTENTIAL UNTAPPED

MARKETS IN MAJOR CITIES.

THREAT to D-MART

Presence Of
Competitors Like BIG
BAZAR, WALMART,
RELIANCE RETAIL.
 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.
THANK
YOU