Food Retail – Dmart

Group-8
Ronak Shah-051
Saloni Narayan-130
Anmol Gupta-119
Saurabh Surana-153
Aditya Ekande-112
Micro Environmental factors
● Companies
● Producers/middlemen/retailers
● Sectors
● Customers/consumers

Macro environment in the food industry

● Demographic
● Economic
● Cultural
● Natural
● Political
● Legal
Marketing Goals of Dmart
 The Indian shopping experience is changing and people are preferring shopping mart or
malls rather than lala bhaiya ki shop and one thing that every consumer is looking for is
Discount. Understanding consumer sentiments and buying behavior. D mart comes up
with a lucrative business model giving items at a much-discounted price targeting lower
middle class and middle class.

 Fast credit to vendors

  Slow, steady and sustainable growth

 Looking to achieve higher market share in online food retail

 To expand beyond present 11 states and 1 union territory

D-Mart has also recently stepped up promotional activity, and the company is seeing more
traction at its “click and collect" kiosks.

Apart from click and collect, the company is running home delivery pilots in “D-Mart dark areas"
in Mumbai—neighbourhoods in the city where D-Marts don’t exist. The company charges for its
home deliveries and is mainly focused on groceries.

Profile your competition, challenges and opportunities

Competitors -

● Big Bazaar

● Big basket

● Reliance Smart

● Nature’s Basket

● Star Bazaar

● More

● Reliance Fresh
Competitive advantage

● Lowest price compared to competitors

● Large variety of product offerings

● All stores are owned by Dmart and not rented this reduces the operation cost

● Home delivery(Dmart Ready)

Describe target markets and segments

 Middle class consumers are the target market 4

 Dmart uses direct selling channel to generate sales.

Costs incurred by Dmart

Type of relationship Dmart has with its consumers

1. Transactional
Most of the consumer shop at Dmart as it has transactional benefit and economical
costs which result in saving as well as best use of the disposable income
2. Self Service
Consumer are free to browse compare and buy the product it gives them many options
to consider and it turn results in more buying by consumers.

Measuring Brand success

Assuming the brand as a person, think of many traits as possible-

 Friendly
 Reliable
 Organized
 Dynamic
 Helpful
 Influencer
Positioning MAP

Complete the list of influencers and the type of relationship the brand has with
the consumers
- Consumers of Dmart who over the time have become brand advocates of dmart are now
the influencers of the brand itself.
- Dmart has never had any paid influencers or even celebrities endorse their brand, real
influencers of Dmart are the consumers themselves.

Brand pyramid
 Features and attributes
Cheap products, easily available, discounted

Article references

 https://rasci.in/downloads/2012/Food_Retail_Retail_Supply_Chain_India_2012.pdf

 https://www.researchgate.net/publication/287958629_IMPACT_OF_ORGANIZED_FOO
D_RETAILING_IN_INDIA

 https://www.emerald.com/insight/content/doi/10.1108/09590550410521752/full/html

 https://www.emerald.com/insight/content/doi/10.1108/00070709910279027/full/html

 https://www.bmj.com/content/330/7493/683.short

 https://www.emerald.com/insight/content/doi/10.1108/20440831111167155/full/html
 https://www.emerald.com/insight/content/doi/10.1108/09590551111104486/full/html

 https://www.emerald.com/insight/content/doi/10.1108/09590550810890939/full/html

 https://www.emerald.com/insight/content/doi/10.1108/00070701011067497/full/html

 https://www.scms.edu.in/uploads/journal/SCMS%20Journal%20July-
September%202008.pdf#page=25