RETAIL

MANAGEMENT
PROJECT ON
Experience the Convenience

SUBMITTED TO
Prof. ASHWIN KHER

SUBMITTED BY
ARVIND GUPTA (8123)
SUNIL SINGH (8155)
GAUTAM UDHWANI (815 8)
JYOTI PANCHMATIA (8199)
 D-MART
MEHNAT HAMARI BACHAT AAP KI...!

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
CUSTOMER’S 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:
 Valueconscious
 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.
 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

S LOW PRICE T-
E 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,
SPORTS TOWELS, CURTAINS
EQUIPMENT EQ & PILLOW COVER
SP IPM
U
O
RT EN

STORAGE
APPLIANCES
S T

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 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  8. Cosmetic Items/
 2. Fruit &
Beauty care
 9. Medicines
Vegetables
 10. Household utensil
 3. Beverages
 11. Fashion accessories.
 4. Frozen Food  12. Movie CD’s and Gifts

 5. Dairy products articles

 13.Apparels/Garments
 6. Personal and
Home care
 7. Footwares
 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, crockery’s,
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.
• Doesn’t sell electronic equipments, which are
currently in huge demand.eg Laptops,Plasma
TV’s, 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 doesn’t 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
don’t 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.
 A N K
TH
Y O U