WHY BRAND NAME KEPT MORE.

• By this acquisition, company is able to have

direct control over 300 Fabmall (brand of
Trinethra) stores and making it prominent
player in the retail industry. After the
acquisition Aditya Birla Retail management
believed that the brand Fabmall and Trinethra
are not reflecting proper image of the
company. They started searching for the brand
name and given a name MORE.
 Possible motivations to engage in Take overs and Acquiztions

• major Bharati has entered into a joint venture agreement with

the world’s biggest US$316 billion retailer Wal-Mart
• Tata owned Infinity Retail has similarly joined hands with
Australian retail major Woolworth
• Reliance Retail, which has already opened 22 neighborhood
convenience stores under the brand name of “Reliance Fresh”
in Hyderabad and Jaipur, has like Birlas decided to seek no
foreign partner for its Rs. 25,000 crore multi format retail roll
out
 VISION
• ABRL’s vision is “to consistently provide the
Indian consumer complete and differentiated
shopping experiences and be amongst India’s
top retailers while delivering superior returns to
all stakeholders”.

• “Hamesha Extra” is the core essence of MORE. It

means customers will always feel that they have
got something extra while shopping at MORE.
 Strategy for quality and supply chain-

• MORE also has its own in-store label across value,

premium and select ranges. The products follow
stringent quality norms and are available in
attractive packaging. To ensure the freshest supply
of fruits and vegetables to customers, Aditya Birla
Retail is building direct linkages with the farmers.
It is also investing in backend infrastructure to
develop a robust supply chain connecting
households MORE directly with farmers.
 WHY NOT FOREIGN PLAYER FOR
ACQUISITION
• Retail is mostly a local business. If you look at
the elements of success you have sourcing,
supply chain, the stores, running the stores,
the merchandising
• Global economies of scale are not that critical
for success in the retail business and various
studies have shown that. So you need to be
large within the country rather than globally to
get the benefits of scale
 SWOT ANALYSIS
Strength
 Technological incentive
Brand awareness
Specialist in marketing expertise.
Weakness
Customers not much satisfied with offers
No better product range
No promotional schemes
Opportunities
Largest consumer market
Middle class people are increasing
Threats
Competition with unorganized retailers.
Shopping culture not developed yet
Threats from Heritage fresh and Reliance fresh.
 Porter’s 5 Forces Model
• Threat of new entrants
Barriers to new entrants
• The Bargaining Power of Suppliers
• The Bargaining Power of Buyers
Threat from Buyers
• The Threat of Substitute products
• Rivalry among Existing Competitors
Conclusion