1.

Retail Introduction:

The word "Retail" originates from a French-Italian word. Retailer-someone who cuts off or
sheds a small piece from something. Retailing is the set of activities that markets products or
services to final consumers for their own personal or household use. It does this by
organizing their availability on a relatively large scale and supplying them to customers on a
relatively small scale. Retailer is a Person or Agent or Agency or Company or Organization
who is instrumental in reaching the Goods or Merchandise or Services to the End User or
Ultimate Consumer.

Retailing is the most active and attractive sector of last decade. While the retailing industry
itself has been present since ages in our country, it is only the recent past that it has witnessed
so much dynamism. The emergence of retailing in India has more to do with the increased
purchasing power of buyers, especially post-liberalization, increase in product variety, and
increase in economies of scale, with the aid of modern supply and distributions solution.

Indian retailing today is at an interesting crossroads. The retail sales are at the highest point in
history and new technologies are improving retail productivity. Though there are many
opportunities to start a new retail business, retailers are facing numerous challenges.

1
Traditional retail scene in India:

India is the country having the most unorganized retail market. Traditionally the retail
business is run by Mom & Pop having Shop in the front & house at the back. More than 99%
retailers function in less than 500Sq.Ft of area. All the merchandise was purchased as per the
test & vim and fancies of the proprietor also the pricing was done on ad hock basis or by
seeing at the face of customer. Generally the accounts of trading & home are not maintained
separately. Profits were accumulated in slow moving & non-moving stocks which were to
become redundant or consumed in-house. Thus profits were vanished without their
knowledge. The Manufactures were to distribute goods through C & F agents to Distributors
& Wholesalers. Retailers happen to source the merchandise from Wholesalers & reach to
end-users. The merchandise price used to get inflated to a great extent till it reaches from
Manufacturer to End-user. Selling prices were largely not controlled by Manufacturers.
Branding was not an issue for majority of customers. More than 99% customers are price
sensitive & not quality or Brand Sensitive at the same time they are Brand conscious also.
Weekly Bazaar in many small tows was held & almost all the commodities were on the scene
including livestock. Bargaining was the unwritten law of market. Educational qualification
level of these retailers was always low. Hence market was controlled by handful of
distributors &/or Wholesalers. Virtually there was only one format of retailing & that was
mass retail. Retailer to consumer ratio was very low, for all the categories without exception.
Varity in terms of quality, Styles were on regional basis, community based & truly very low
range was available at any given single place. Almost all the purchases / (buying) by mass
population was need oriented & next turn may be on festivals, Marriages,
Birthdaysl&Asomekspecifickoccasions.

Impulsive buying or consumption is restricted to food or vegetables etc. Having extra pair of
trousers or Shirts or Casuals & Formals & leisure wear & sports wear & different pair of
shoes for occasions is till date is a luxury for majority population except for those living in
Metros. Purchasing power of Indian urban consumer is very low and that of Branded
merchandise in categories like

2
Apparels, Cosmetics, Shoes, Watches, Beverages, Food, Jewellery, are slowly seeping into
the lifeline of Indian City folks. However electronic & electrical home appliances do hold
appropriate image into the minds of consumers. Brand name does matter in these white goods
categories. In the coming times also majority of organized retailers will find it difficult to
keep balance with rest of the unbranded retail market which is very huge.

Retail is India’s largest industry, accounting for over 10 per cent of the country’s GDP and
around eight per cent of the employment. Retail industry in India is at the crossroads. It has
emerged as one of the most dynamic and fast paced industries with several players entering
the market. But because of the heavy initial investments required, break even is difficult to
achieve and many of these players have not tasted success so far. However, the future is
promising; the market is growing, government policies are becoming more favorable and
emerging technologies are facilitating operations. Retailing in India is gradually inching its
way toward becoming the next boom industry. The whole concept of shopping has altered in
terms of format and consumer buying behavior, ushering in a revolution in shopping in India.
Modern retail has entered India as seen in sprawling shopping centers, multi-storeyed malls
and huge complexes offer shopping, entertainment and food all under one roof. The Indian
retailing sector is at an inflexion point where the growth of organized retailing and growth in
the consumption by the Indian population is going to take a higher growth trajectory. The
Indian population is witnessing a significant change in its demographics. A large young
working population with median age of 24 years, nuclear families in urban areas, along with
increasing working-women population and emerging opportunities in the services sector are
going to be the key growth drivers of the organized retail sector in India.

3
2. Company Introduction:
ADITYA BIRLA RETAIL LIMITED - more.

Mission
“Our mission is to change the way people shop. We will give them more”

The Group’s foray into the retail sector began in 2006, when the Aditya Birla Group acquired
Trinethra, the south-India based chain of stores. Trinethra has over 170 outlets spread across
Andhra Pradesh, Karnataka, Tamil Nadu and Kerala. Instead of tying with Tesco, Carrefour,
Woolworth, they have decided to go all alone.

May 2007 saw Aditya Birla Retail Ltd. launching their brand of stores more.
The supermarkets have a minimum size of 10,000 sq.ft, the hypermarkets are spread over an
area of 75,000 sq.ft.

The more. retail chain is positioned on a platform that promises consumers a refreshing
shopping experience that gives them better quality, better value and more variety, combined
with convenience and ease of shopping.

more. promises a world class shopping experience to consumers, in their very own
neighbourhood, fulfilling everyday shopping needs for fruits, vegetables, grocery, frozen
food, bakery, homecare, personal care and pharmacy. Offering branded FMCG products and
house brands. Apart from a large range of national brands, shoppers can also find a section
called the Best of India, which is an assortment of unique products sourced from across India

more. is located at convenient locations within easy reach of consumers and a neat,
cheerful and friendly layout, enough isle space, signage that speaks the consumer's
language aiding in identifying what she has come to shop for easily, all go a long way in
ensuring convenience.

4
more. also has a membership program Clubmore, which provides convenience, customised
shopping solutions and savings, and the more. value promise becomes all the more evident.
The first supermarket was launched in Pune on 31 May 2007 to a phenomenal response from
consumers right from day one. With glowing and positive feedback from consumers, more.
stores are all set to take the market by storm.

Till date 100 supermarkets have been rolled out spanning Pune, Mumbai, Ahmedabad, Delhi,
Vizag, Bangalore, Vijayawada and Chennai.

5
 3. Introduction to Project:

1. Project title: Catchment Analysis

2. Project Objective:

1. To know the store layout, and the arrangement of the store (MORE) in
complete.
2. To understand the buying behavior and preferences of the consumers
those are falling under the catchment area.
3. To know the competitors activities taking place around the store falling
under catchment area.
4. To prepare store dockets that would serve as a bible for the present store
manager as well as it would assist any new manager joining it. The store dockets would
consists of the following information-
 The store activities, layout and the arrangement
 Consumer behavior
 Competitor’s activities
 Catchment map
 Number of hoardings, print ads and their frequency, any promotions required for
the particular store
 To help them finding the average footfalls and to suggest ways to increase it

3. Methodology:
1. Visit the area and define the catchment area.
2. Go to competitor’s store (organized as well as unorganized) and check out their offers and
promotional activities.
3. Take survey of the people staying in the catchment area (100 questionnaires per store).
4. Prepare a store docket.
5. Give suggestions if required.

Duration – 1 month

6
 Areas to be covered – Central Mumbai (25% of the total outlets in Mumbai)
2 stores.

4. Store Locations:
1. Thane Mohan Heritage
2. Kalyan Shelar Park
These are the stores in Central Mumbai. At present there are 16 stores here and at present
there are no plans to open any more store in or beyond this area.
ABRL is looking out for store locations in areas like Ghatkopar, Kurla and in the suburban
areas like Vile Parle and Worli.

5. Store Docket:

Store dockets are prepared so as they serve as a bible for the present Store Manager and also
help the coming Manager’s to understand the store and the catchment around the store in a
better way.

It contains Shopper Profile that helps to know the number of households in the area and also
their purchase preferences as in the store name and the category that they prefer to purchase
from the particular store. It helps to understand customers buying behaviour. It also consists
of identifying the recreation areas, clubs, multiplexes, malls and restaurants in the area to
help identify areas where any promotional activities are to be conducted. It also includes
identifying target shopper congregation points which includes educational institutes, petrol
pumps, mandals, govt. organizations where they can again target the customers.

The next section in the docket is that of Competition Stores. In this there is a mention of
organized stores (modern trade), unorganized stores (traditional kiranas), mandis or
wholesale market in the catchment from where the potential customers buy. Details required
for organized and unorganized stores are –
1. Name
2. Distance from our store (in kms.)
3. Average Sales/ Day
4. Average Walkins

7
 5. Average Ticket Value (Avg. sales / Avg. walkins)
6. Sales/ sq. ft

These details for the modern as well as traditional trade helps understand our position in
terms of competition and also helps know consumer purchase preferences.

This section also includes marketing activities at competition so as to understand their

promotional activities and their actions so as to do well in the market.

The next part in the docket is the Marketing Activities of our store. Here there is a mention
of number of leaflets that are currently being distributed in the catchment area. Leaflets are of
A4 and A5 size. It also includes a door drop activity that has the name of the building or
society and the quantity of leaflets that they require. Also is there are areas where in
awareness is still required then for such areas banners have to be put up. Here we need to
mention the quantity and the size of banners along with communication element, meaning the
language in which communication in the area has to carry out. Also in certain areas that are
far away from our stores and we have some potential customers in the area than we need
some directional banners. Directional banners are also required in case the store is not on the
main road and visibility of the store is a problem. For these reasons we put up directional
banners that help guide way to the customers coming to the store.
It also includes mention of prominent bus shelters, gantries, traffic kiosks which will serve as
prominent hoarding sites.

8
Then a section comes wherein the stores needs to be scored. The Score Card consists of 5
parameters which are-
Location- location of the store in terms of area around, residential areas is a
preferred area. It also includes the number of competitors around.

Store size- here the store size is rated as per the no. of residents in the area. The
store should be able to accommodate the customers coming in the
store. It also sees the ease with which customer can shop in the
store.ie. whether trolley moving space is available or no and other
such factors.

Sales- rating has to be given as per the areas potential. For this we
Need to see the competitor’s sales and also the SEC of the
people residing in the catchment.

Footfalls- for this again the potentials is seen. The no. of people residing in the
area and the no. coming to our store for purchase has to be seen.

Visibility space- this includes visibility from outside as well as inside. Outside visibility
means the ease with which the store can be located and seen from the
road. Inside visibility would mean the placement of the products on the
shelves. How easily are they visible to the customers coming in the
store how convenient is it for any customer to locate any item that he
wants.

Once this is done a total has to be taken and an average rating is found out. Then it is to be
decided in this basis whether the store is a lead or a lag store.

The next section includes the Map. This map is the catchment map which includes the area
up to 1.5 to 2 kms radius from the store. It includes the societies, competitors stores and any
other recreational areas around the area.

9
The next section that follows is the Questionnaire Analysis. The analysis is in the form of
pie-chats that helps to understand the buying pattern of the consumers. It has questions like
the buying preferences in terms of regular store or any store and their buying patterns like
packed items or loose items. Through these questions we come to know the needs of the
catchment. It also helps to understand the demographics of the areas and the SEC of the
catchment. This helps to understand the kind of products required to be kept in the particular
area. For e.g. if it is Maharashtrian dominated catchment than more of poha, shingdana, tur
dal and rice is required. Likewise it also helps to understand the benchmarking product for
the catchment.

10
 MOHAN
HERITAGE
- THANE (WEST)

11
 STORE DETAIL

Store Launch Date September 09, 2008

Store Size (in sq.fts.)
Built up 2850
Retail Area
Fore court Area (if any) Nil

Staff Details
SM 1
ASM 1
Supervisor 2
CSA 19

Location Details
Store Name Mohan Heritage
Address Mohan Heritage, Ground Floor, Chandanwadi, Thane (W)
City Thane, Maharashtra, 421 201
Store Landline no. 64973861/62

Category Availability Fruits and Vegetables

Bakery
Home and Personal Care
Processed Food , Frozen Food
Staples
Beverages
General Merchandise

12
Unparallel offerings No Unparallel offerings;
/Services / SIS (shop-in- Services- free home delivery up to 3kms for and above Rs.1000;

shop) SIS- 1.have magazine and novels counter

2.coming up with Essar Telecom counter

No. of -
Cash tills 3
Trolleys 15
Baskets 30

13
 SHOPPER PROFILE

No. of Households 2000

Major Societies /
Residential Complexes
Name of the Society No. of Flats
Rameshwar 41
Sai Aanand 51
Shreeji Villa 156
Centre Point 80

Krishna Dham 64

TOTAL 390

Purchase Preferences

Name of the Store Preferred Purchased Category

Reliance Fresh Everything
Spinach Milk and F & V
Maya’s Everything
India Bulls Market Everything
Vinod Kirana Store Staples and Beverages

Mangal Murti General stores Staples, Beverages and Personal Care

14
Recreations / Clubs / Prem Sagar Rest.,
Multiplexes / Malls / Chiranjeevi Hospital,
Usha Bhaskar Hall,
Restaurants
Parshwa Banquet Hall,
Baskin Robins,
Cafe’ Coffee Day,
Monginis,
Domino’s,
Pizza Hut.

S.R. Pawar Govt. Complex,

Target Shopper
Thane Municipal Corporation,
Congregation points Shri Nyandev Seva Mandal,
like Educational Bus Stops.
institutes / Petrol
Pumps / Mandals /
Govt. Organisations
etc.

15
 COMPETITION STORES

Organised Stores

Distance from our Stores Average Average Store size

Name ( in kms.) Sales / Day Walkins (Retail Area)

Maya's 800mt 35-40000 400-450 3500

Reliance Fresh 1 km 30-35000 350-400 2500

Natures Basket 2km 20000 250 1000

India Bulls Market 2km 60-65000 500+ 3500

Spinach 2km 25000 250-300 1500

Reliance Fresh 2km 25000 250 2000

Unorganised Stores (Local Kirana Stores)

Distance from our Average Average Store size

Name Stores ( in kms.) Sales / Day Walkins (Retail Area)

Santosh Prov. Store 600mt 15000 150 500

Mangal Murti Gen. Store 400mt 12000 120 500

Vinod Kirana Store 800mt 20000 250 700

Sharshi Viram Store 1.8 km 20000 250 600

Mera Bazzar 800mt 30000 350 900-1000

16
 Marketing Activities at Competition

Activity Frequency
1. Minimum 2% - 3 % discount on MRP
Maya's 2. Home Delivery above Rs.700 only up to 2kms
1. Spinach Membership card - My Spinach' cards
2. Free Home Delivery above Rs. 500 up to 2-3kms
3. Daily Milk Supply in morning
Spinach 4. SMS service used for daily promotional activity
India Bulls 1. Free Home Delivery above Rs.500 only up to 1 kms
Market 2. Minimum 2% - 3% discount on MRP
1. Reliance One Membership - For every Rs 100 that a customer spends he earns 1
RelianceOne point (1point = 17paise).The customer can redeem the points once he
has accures a minimum 25 points (can buy for Rs.17). Redemption valid up to 2
years.
2. Mobile Recharge Facility in the store, Electric Bills payment facility in the store.
Also one can get their 2 wheeler insured there through Reliance Finance by providing
some documents at Reliance Fresh itself
3. Happy Hours-Monday to Friday buy anything worth Rs.999 between 12.30pm to
Reliance Fresh 4.30pm and get a surprise gift
4. Leaflet distribution done on every Saturday by door- drop activity
5. Reliance Fresh Recruitment Opportunity
6. Keeps a feedback form for the customers
7. Free Accident Insurance for Rs.50,000 and free home delivery
FEATURES-
1.Custom made deals, 2.Bonus points on everyday essentials, 3.Add-On cards for
your family members, 4.Free Home Delivery, 5.Cash-off Vouchers, 6.Shop-On-
Phone, 6.Exclusive Members Preview for promos.

17
 MARKETING ACTIVITIES

No. of Leaflets

Quantity

A4 Leaflets 2000

A5 Leaflets 1500

Door Drop Activity

Name of the Society Quantity

Garima Tower 24

Yashodhan Tower 24

Mohan 24

Mangala Prasad 20

Minal 38

Rameshwar 21

Sairaj 16

Krishna Dham 34

Sai Aanand 51

Automatic 18

Total 270 +

18
 SCORE CARD

Factors Reasons

Location 4 Though it has residential area around but

the no. of competitor are more & at present are
stronger than us, but it is at main junction.
Store Size 4 As per the residential area & keeping in
mind the future growth the area is
sufficient enough.
Sales 4 As per the catchment the store is doing
Well.
Footfalls 4 Of the no. of people living in the
catchment almost 70% are coming to the
store.
Visibility Space 3 The store is easily visible from the Thane
Municipal Corporation circle as well as is
on the main road.

Total Score 19
Average Rating 3.8
Result
Lead / Lag Store Lead Store

19
MAP

20
 RESPONDENTS DEMOGRAPHY

As per the questionnaire, Demographics consists of-

Nuclear Family 72%
Maharashtrian 86%
Non Vegetarians 84%
Earnings Rs. 15,000 – Rs. 20,000
2 Wheeler 27%

Fruits & Vegetables

13% of the respondents buy from Regular Store & of them 62% buy loose FnV
Of the 87% who buy from any Vendor, again 98% buy loose
When asked whether they would be buying packed veg, 25% responded yes for the chopped
packed veg.

F & V Buying Preferences

13%

Regular
Any

87%

Buying Format from Regular Vendor Buying Format from Any Vendor
98%

38%

Package Package
Loose Loose

62%

2%

21
Staples
97% of the respondents buy from a regular store and of these 89% buy packed staples of the
3% respondents who buy from any store 100% buy packed staples

When asked, they replied that except for rice & wheat they buy packed staples
For rice & wheat they prefer buying the loose ones as they want to feel the quality of these
items prior to buying, also said that if samples are available than they can buy the same as
packed.

Staples Buying Preferences

3% Regular
Any
97%

Buying Format from Regular Vendor Buying Format from Any Vendor
11%

100%

Package Package
Loose Loose

89%

22
Milk
69% of the respondents buy from a regular shop, either a dairy or from Spinach and of these
99% buy packed milk of the 31% ones buying from any shop, 3% buy packed milk

So here people prefer buying packed milk and they would prefer if they get a milk supply to
their homes daily in the morning.

Milk Buying Preferences

31%

Regular
Any

69%

Buying Format from Regular Vendor Buying Format from Any Vendor
97%

99%

Package Package
Loose Loose

1%

3%

23
Egg & NV
84% of the respondents are non vegetarians and of them 4% buy it from a regular shop. Of
the ones buying from the regular shop, 50% of them buy loose.
80% of the respondents who buy from any shop prefer to buy loose NV

When asked if they would buy from packed NV 30% of those buying loose from a regular
shop said yes.

Eggs & NV Buying Preferences

16%

4%
Vegeterian
Regular
Any

80%

Buying Format from Regular Vendor Buying Format from Any Vendor

50% Package Package

Loose Loose

50%

100%

24
Drinks & Snacks
15% of the respondents prefer buying from regular shop and of those 7% prefer buying loose
of the 85% who buy from any shop, 99% of them prefer buying packed drinks and snacks

We can keep certain offers on the snacks & drinks so as to attract more and more customers
to our super-market
As it is there are 12% Gujarati’s in the catchment, so there is a greater opportunity of
increasing the sale of snacks & drinks in this particular catchment.

Drinks & Snacks Buying Preferences

85%

Regular
Any

15%

Buying Format from Regular Vendor Buying Format from Any Vendor
7%
99%

Package Package
Loose Loose

93% 1%

25
Home & Personal Care
50% of the respondents buy from regular shop and of them 72% buy packed Home &
Personal Care
88% of the 50% who buy from any shop buy packed Home & Personal Care Products

Again here to attract more and more customers to MORE we need to offer discounts on these
products, especially on washing powders.

H & P C Buying Preferences

50%
Regular
Any

50%

Buying Format from Regular Vendor Buying Format from Any Vendor
12%
28%

Package Package
Loose Loose

72%
88%

26
 IDENTIFIED GAP AREAS

Awareness - 100%

Consumer Perception- Expensive than competitors

 Snacks & Drinks
 Washing Powders
 Butter
 Shampoos

Consumer Mind Mapping in Competition Scenario

Identified Non-penetrated Areas -
 Krishna Kunj
 Gautam Sindhu
 Laxmi Nagar

Insight Shoppers on Drop-out - Reasons for Drop-outs -

 Home Delivery not provided to the nearby areas whereas they get it from Reliance Fresh
as well as from other Competitors.
 Chocolates are not stored properly (they found chocolates that were melted and then re-
freezed).

Service Level -
 The CSA’s in the store are not aware about the discounts or offers that are present at any
particular point of time.
 Home delivery is a concern at times.

Assortment-
 Smith & Jones jelly is not available
 Mapro

27
Pricing-
 For juices (Tropicana & like) people find that we are not offering any discounts, they
have found that Reliance Fresh is offering them more discounts on these juices.
 For butter as well Reliance Fresh is offering more discount
 A combo offer in onion, potato and garlic was offered in Reliance Fresh

Communication- Most common languages used in the catchment are

 Gujarati
 Hindi
 Marathi

28
 CONSUMER INSIGHTS

Feedback -
 No separate assortment of veg & non-veg items
 Rates differ as told by the CSA’s & that are actually there for the product
 Chocolates are in bad condition
 Lots of packages are open (zip pouch bag, chocolate)

Wish list -
 Bajri
 Jowar
 More samples of Rice & Wheat
 Chopped vegetables
 Cold Drinks

29
 Action Plan

Target residents of -
 Krishna Kunj
 Gautam Sindhu
 Laxmi Nagar

Method -
 Daily milk supply
 Mobile recharge facility in the store
 Improve home delivery
 Use competitive pricing strategy

Type of frequency of shopping should be targeted & kind of offer

 Frequency to be targeted –
o Daily
o Weekly

 Offers –
o Snacks like Lays, Bingo,......
o Drinks like Tropicana, Frooti, ...
o Feasters drink & Noodles
o Oil ranges
o Staples like Tur dal, Chana dal & Chana Floor
o Washing powders (bucket, scrubber, other soap,…)

30
Special Offerings
Essential
 Staples
 Oil
 Washing Soaps

Value Added
 Snacks
 Drinks

Catchment level tie-ups (Cross Promotions)

Tie-ups with-
 Prema Sagar Rest.
 Monginis
 Pizza Hut

Language Localization
 Marathi
 Hindi
 Gujarati

Local Festivals
 Diwali
 Ganesh Chaturthi
 Navratri

31
SHELAR PARK
- KALYAN (WEST)

32
 STORE DETAIL

Store Launch Date Feburary 29, 2008

Store Size (in sq.fts.)
Built up 3100
Retail Area
Fore court Area (if any) Nil

Staff Details
SM 1
ASM 2
Supervisor 3
CSA 16

Location Details
Store Name Shelar Park
Shelar Park C wing, Building no. 3, Shop No. 15-20, Khadak Pada,
Address Kalyan (W)
City Kalyan, Maharashtra, 421 301
Store Landline no. 6457671/3/0

Category Availability Fruits and Vegetables

Bakery
Home and Personal Care
Processed Food, Frozen Food
Staples
Beverages
General Merchandise

Unparallel offerings No Unparallel offerings;

/Services / SIS (shop-in- Services- free home delivery up to 3kms for and above Rs.1000;
SIS- 1.have magazine and novels counter
shop)
2. Coming up with Essar Telecom counter
3. Have given Vada Pav stall on rent outside the store.

No. of -
Cash tills 4

33
Trolleys 20
Baskets 66

34
 SHOPPER PROFILE

No. of Households 2500

Major Societies /
Residential Complexes
Name of the Society No. of Flats
Madhav Shristhi 532
Gangagiri 344
Flower Vally 168
Kasturi Grain 128
Sairam Vatika Soc. 112
Total 1284

35
Purchase Preferences

Name of the Store Preferred Purchased Category

Reliance Fresh Everything
Spinach Milk, FnV, NV
Radhanagar Super Store Everything

Laxminarayan General Store Everything

Recreations / Clubs /
Bank of Maharashtra
Multiplexes / Malls / Smokin Joes
Restaurants Konkanratna
BSNL
Gurudev NX
Baskin Robbins
Spring Time

Target Shopper
Bus Stops
Congregation points Arya Cambridge International
like Educational Gokul Vidayalaya
institutes/Petrol
Pumps/Mandals /
Govt.Organisations etc

36
 COMPETITION STORES

Organised Stores

Distance from our Stores Average Average Store size

Name ( in kms.) Sales / Day Walkins (Retail Area)
1 km 1-1.5 lac 400-500 4500
Reliance Fresh
750mt 30-35000 200-250 3000
Spencer’s
900 mt 50000 250 2500
Spinach
1 km 1 lac 300 4000
Foodland Fresh

Unorganised Stores (Local Kirana Stores)

Distance from our Average Average Store size

Name Stores ( in kms.) Sales / Day Walkins (Retail Area)
Lakshminarayan Gen. Store 800 mt 40000 200 600

Mamta Kirana 750 mt 35000 200 700

Chaturbhuja Super Market 500 mt 45-50000 200 500

Mahalakshmi Super Store 500 mt 600000 200 1000

P Sons Kirana 800 mt 40000 150 1000

Radhanagar Super Society 500mt 70-80000 250 1500

37
 Marketing Activities at Competition
Activity Frequency
1. Reliance One Membership - For every Rs 100 that a customer spends he earns 1
RelianceOne point (1point = 17paise).The customer can redeem the points once he
has accures a minimum 25 points (can buy for Rs.17). Redemption valid up to 2
years.
2. Mobile Recharge Facility in the store, Electric Bills payment facility in the store.
Also one can get their 2 wheeler insured there through Reliance Finance by providing
some documents at Reliance Fresh itself
3. Happy Hours-Monday to Friday buy anything worth Rs.999 between 12.30pm to
4.30pm and get a surprise gift
Reliance Fresh
4. Leaflet distribution done on every Saturday by door- drop activity
( Dombivali Station is main targeted area for leaflet distribution)
5. Reliance Fresh Recruitment Opportunity
6. Keeps a feedback form for the customers
7. Free Accident Insurance for Rs.50,000 and free home delivery
FEATURES-
1.Custom made deals, 2.Bonus points on everyday essentials, 3.Add-On cards for
your family members, 4.Free Home Delivery, 5.Cash-off Vouchers, 6.Shop-On-
Phone, 6.Exclusive Members Preview for promos, 7.Event Invitations

Foodland
Free home delivery above Rs. 500 up to 2-3 kms

Spinach
Daily Milk Supply in morning

Spencer’s
Spencer’s Card – for purchase of every Rs. 1000 get Rs. 100 off

38
 MARKETING ACTIVITIES

No. of Leaflets

Quantity

A4 Leaflets 1000

A5 Leaflets 1500

Door Drop Activity

Name of the Society Quantity

Shri SwamiRaj Soc 28

Shri SwamiKrupa 53

Kasturi Grain 128

Kashinath Apt. 20

Saidham 30

Maya 25

Shankheshwar Krupa 25

Kashinath Apt. 20

Dattatray Krupa 16

Sai Vinayak Co-op. Hsg. Soc 16

Flower Valley 168

Sai Ram Vatika Co-operative 112

housing Society

39
Prafulla Apt. 25

Shri Complex IV 25

Sai Sagar 20

Richa Apt. 10

Yash Purna Plaza 30

Rameshwar 20

Shri Sapashrungi 9

Krishnanagari 10

Harihar Darshan 9

Shri Jay Gajanan 9

Dwarka 10

Sai Darshan 10

Shiv Krupa 9

SunShine 15

Purnima 16

Kailash Park u/c

Abhishek 16

Abhinandan 16

Mangal Park 52

Parvati Dham 17

Ankita Co-operative Hsg. Soc. 25

40
Shiv Dhara 16

Gangiri enclave 344

Madhav Shristhi 152

Carnations 39

Chandresh Galaxy Pranit 18

Kewat 9

Kinara 10

Total 1582 +

41
 SCORE CARD

Factors Reasons

Location 3 Though it has residential area around but

the no. of competitor are more & at
present they are stronger than us, but it is
at main junction
Store Size 3 As per the residential area & keeping in
mind the future growth the area is
sufficient enough
Sales 2 as per the catchment the store is not
doing well as it should be doing
Footfalls 2 of the no. of people living in the
catchments not even 50% are coming to
the store
Visibility Space 4 The store is easily visible from Khadak
Pada circle as well as is on the main road

Total Score 14
Average Rating 2.8
Result
Lead / Lag Store Lag Store

42
MAP

43
 RESPONDENTS DEMOGRAPHY

As per the questionnaire, Demographics consists of-

Nuclear Family 46%
Maharashtrian 36%
Non Vegetarians 67%
Earnings Rs. 30,000 – Rs. 35,000
2 Wheeler 36%

Fruits & Vegetables

82% of the respondents buy from Regular Store & of them 82% buy loose F n V
Of the 18% who buy from any Vendor, again 61% buy loose
When asked about their preferences they revealed that they prefer buying loose and also
found that a majority of say about 30-40% have started buying from supermarkets and they
like the quality of leafy vegetables in particular from MORE.

F & V Buying Preferences

18%

Regular
Any

82%

Buying Format from Regular Vendor Buying Format from Any Vendor
82%

39%

Package
Loose

Package Loose
61%

18%

44
Staples
96% of the respondents buy from a regular store and of these 82% buy packed staples of the
4% respondents who buy from any store 75% buy packed staples

When asked, they replied that except for rice & wheat they buy packed staples
For rice & wheat they prefer buying the loose ones as they want to feel the quality of these
items prior to buying, also said that if samples are available than they can buy the same as
packed.

Staples Buying Preferences

4%

Regular
Any

96%

Buying Format from Regular Vendor Buying Fromat from Any Vendor
18%
25%

Package Package
Loose Loose

75%
82%

45
Milk
98% of the respondents buy from a regular shop and of these 70% buy packed milk of the 2%
ones buying from any shop, 100% buy packed milk

So here people prefer buying packed milk and they would prefer if they get a milk supply to
their homes daily in the morning.

Milk Buying Preferences

2%

Regular
Any

98%

Buying Format from Regular Vendor Buying Fromat from Any Vendor

30% 100%

Package Package
Loose Loose

70%

46
Egg & NV
84% of the respondents are non vegetarians and of them 66% buy it from a regular shop. Of
the ones buying from the regular shop, 77% of them buy loose.
18% of the respondents who buy from any shop, 100% prefer to buy loose NV

When asked if they would buy from packed NV 30% of those buying loose from a regular
shop said yes.

Eggs & NV Buying Preferences

66%

Vegeterian
Regular
Any

16%

18%

Buying Format from Regular Vendor Buying Format from Any Vendor

77%
100%

Package Package
Loose Loose

23%

47
Drinks & Snacks
61% of the respondents prefer buying from regular shop and of those 64% prefer buying
packed. Of the 39% who buy from any shop, 95% of them prefer buying packed drinks and
snacks

We can keep certain offers on the snacks & drinks so as to attract more and more customers
to our super-market

Drinks & Snacks Buying Preferences

39%

Regular
Any

61%

Buying Format from Regular Vendor Buying Format from Any Vendor

36%

95%
Package Package
Loose Loose

5%

64%

48
Home & Personal Care
89% of the respondents buy from regular shop and of them 71% buy packed Home &
Personal Care
100% of the 11% who buy from any shop buy packed Home & Personal Care Products

Again here to attract more and more customers to MORE we need to offer discounts on these
products, especially on washing powders.

H & PC Buying Preferences

89%

Regular Any

11%

Buying Format from Regular Vendor Buying Format from Any Vendor
100%
71%

Package Loose
Package Loose

29%

49
 IDENTIFIED GAP AREAS

Awareness - 90%

Consumer Perception- Expensive than competitors

 Snacks & Drinks
 Staples
 Bath Soaps

Consumer Mind Mapping in Competition Scenario

Identified Non-penetrated Areas -
 Madhav Shrishti
 Gangagiri Enclave

Insight Shoppers on Drop-out - Reasons for Drop-outs -

 Home Delivery is not provided in nearby areas whereas they get it from
Mohan Heights as well as from Competitors.
 Chocolates are not stored properly (they found chocolates that were melted
and then re-freezed)

Service Level -
 The CSA’s in the store are not aware about the discounts or offers that are
present at any particular point of time.
 Home Delivery is a concern at times.

Assortment-
 Packed non-veg products ( specially Godrej Chicken ),
 Family pack of Colgate toothpaste.

50
Pricing-
 For FnV Reliance Fresh is offering more discount (Specially in onion &
Potato daily basis)
 For juices they are not offering any discounts.

Communication- Most common languages used in the catchment are

 Marathi
 Hindi
 Gujarati

51
 CONSUMER INSIGHTS

Feedback -
 FnV should be fresh and packed properly
 Rates differ as told by the CSA’s & that are actually there for the product
 CSA’s are not aware of the products availability in the store.
 Lots of packages are open (Badasha masala)

Wish list -
 Bajri
 Jowar
 Lijjat papad
 Packed chicken
 Cold Drinks

52
 Action Plan

Target residents of -
 Madhav Shrishti,
 Gagangiri Enclave
 Flower Valley Societies

Method -
 Daily milk supply
 Mobile recharge facility in the store
 Improve home delivery
 Use competitive pricing strategy

Type of frequency of shopping should be targeted & kind of offer

 Frequency to be targeted –
o Daily
o Weekly

 Offers –
o F n V like Onion, Potato, Garlic (Combo Offer)…
o Combo offer of Oil, Wheat & sugar,
o Staples like Tur dal, Rice & Wheat Floor,
o Daily milk supply.

53
Special Offerings
Essential
 Staples
 Oil
 FnV

Value Added
 Snacks
 Drinks

Catchment level tie-ups (Cross Promotions)

Tie-ups with-
 Local Auto Rickshaws
 Gopi Cine Mall

Language Localization
 Marathi
 Hindi
 Gujarati

Local Festivals
 Diwali
 Ganesh Chaturthi
 Navratri

54
4. Problem and Recommendation:

1. Stock problems in the store- there is a huge stock issue in this area. The stores are out
of stocks for a major and very important period of the buying cycle.ie. in the month
start.
There are 2 reasons associated with the same-
a. The system is not taking the inventory count on its own and so replenishment
of stock is not happening
b. The other reason being that the store has been given a C grade, so the stores
are not sent stocks on time
For the reason 1, the IT system has to be updated regularly and for the other reasons
the performance and the catchment be reviewed and to be given grades again. As the
stores that are ranked C grades have a potential to grow if given right support.

2. In both the stores the required stock is not sent and if sent then the MBQ is very less
for the store. In such cases, the areas to be identified and the demographics to be
understood well so that the category availability is proper and fulfills the catchment
need. For the same reason, I have mentioned the areas along with the demographics
and the SEC classification. This will help deciding the products and the category that
has to be kept in the store.

3. We at our stores are not able to provide sufficient discounts for categories. Here our
competitors have a stronger hold and advantage over our stores. For the same reason
we need to offer more or at least same discounts as our competitors. Moreover the
discounts that we have are only very 0.25paise on products that actually gets rounded
off when the bill is made. So this aspect needs a major attention as far as pricing is
concerned to attract customers. The pricing has to be competitive.

55
4. We also have a disadvantage over our competitors in these areas as there are major
people here who are non vegetarians and we at our stores do not keep non vegetarian
food except eggs. Though in certain stores we have decided to come up with
providing non vegetarian food.

5. Other major problem that we have is home delivery. We require to have a strong
home delivery for the customers. As this is what is required by the customers now-a-
days.

6. We should start up with some competitions or activities in the fore court areas or in
the society and try and spread awareness about the store. The activities could include-
a. Having some competitions like painting or quiz or children
b. Some recipe competition for house wives

7. We at present have a very poor IT System and it has it improve over a period of time.
The billing takes too long, there are some errors in the bills taking up the discounts.
However this shall improve over time.

8. We have to be more clear and specific with the membership card that we offer to the
customers. The surprise gifts have to contain some redemption points and not any
kind of surprise gifts. As these gifts if not be liked by the customers than the
membership card may hold no meaning.

9. In Shelar Park store where a loose staple are required and is preferred more. So for
this area we will have to keep loose staples for the customers.

10. The CSA’s in the store are required to know the language that is used most commonly
in the catchment area. It helps to attract more customers and helps create a friendly
environment in the mind of customers and also ensures that the customers shall come
again to the store. As what finally matters in retail industry is the kind of service that
one provides. Service is the only distinguishing feature that helps retail sector.

56
11. Our stores can work on some themes. Like seasonal themes and the store be kept
colourful and attractive for the kids to be attracted to the store.

12. We shall start keeping stationary materials like children study material-books, pencils,
erasers in the store. The locations of the store are such that they are away from the
station and in these areas there is at present very little development that has actually
taken place. For the same reason if we can provide these people with such children
needs then we will be able to attract children more to the stores. Specially the stores
which are located very near to schools and colleges.

13. Also store location for another more store to be carefully studied. There are areas
where a more has become a competitor for an existing more store. For e.g. In Kalyan,
Shelar Park is at a distance of less than 500mts than Mohan Heights.

57
5. Conclusion:

After interviewing the customer in the catchment area , marketing team , store people
i.e. SM, CSS, CSA and analyzing the data. I came to know that the customer in the
Central Mumbai belong to middle class and usually this people are attracted towards
offers , assortment, quality , price , fresh F&V . So for achieving the mentioned objective
there is needed to work upon the customer need. All the store in the Central Mumbai has
a potential to perform 100% just need little efforts. For e.g., In the month of January
Shelar Park has achieved 84% of the target i.e. target was Rs. 16,40,000 , Mohan
Heights has achieved 91% of the target i.e. target was Rs. 15,00,000. There is needed to
run fresh marketing activities in this area.

58
6. Bibliography:

1. http://www.adityabirla.com

2. Stores manual at Aditya Birla.

3. Book With four Author Kotler, Keller, Koshy, and Jha. (2007).
Marketing Management Twelfth Edition.

4. http://retail.about.com/od/glossary/g/retailing.htm

5. http://wiki.answers.com/Q/Definition_of_organised_retail

59
7. Appendix:

The Questionnaire for the Survey

Name of Respondent
Address

Landmark Date:
Tel. No. Mobile No.
Interviewer name Supervisor
Centre:

Good.....! I am coming from Aditya Birla Retail Ltd. Currently, we are conducting a research
among households in this area. In this connection, I would like to talk to the HOUSEWIFE
who purchases the food products that are consumed in the household. IF RESPONDENT
NOT HOUSEWIFE. RE-INTRODUCE. I have a few questions I would like to ask you. May
I have a few minutes of your time?

1. Could you please take a look at this card and tell me what is your household structure?

Nuclear family : 1 Joint family : 3

Nuclear family with : 2 Single person/ living with siblings / others : 4

elders

2.i. Could you please tell me how many of your family members belong to
__________(READ AGE GROUP FROM GRID1)

2.ii. Could you please tell me how many of your family members belonging to ___________
(READ AGE GROUP FROM GRID1) are

a Males
b Females
GRID 1

60
 Q 2.i Q 2.ii.a Q 2.ii.b

Age group Nos. No of Males No. of females

< 5 years

5 – 14 years

15-19 years

20 – 29 years

30 – 39 years

40- 49 years

50 + years

3. Could you please tell us how many family members eat from your kitchen in this
household? _________

SHOW RELIGION CARD

4. Could you please take a look at this card and tell me to which religion do you belong
to?
Hindu : 1 Buddhist : 5

Muslim : 2 Jain : 6

Christian : 3 Others : 7

Sikh : 4 Not disclosed : 8

61
SHOW LANGUAGE CARD
5. Could you please take a look at this card and tell me which language do you

i. Most commonly speak in household

ii. Can speak

iii. Can write

iv. Can understand

i Most commonly ii. iii. iv. Understand

speak in the HH Speak Write

Hindi 1 1 1 1

English 2 2 2 2

Marathi 3 3 3 3

Gujarati 4 4 4 4

Punjabi 5 5 5 5

Others 1 (Please specify)______________ 6 6 6 6

Others 2 (Please specify)______________ 7 7 7 7

Others 3 (Please specify)______________ 8 8 8 8

SHOW FOOD TYPE CARD

6. Could you please take a look at this card and tell me about what kind of food you eat?

Vegetarian : 1 Non – Vegetarian : 3

Egg Vegetarian : 2 Not disclosed : 4

62
SHOW OCCUPATION CARD
7.a. Could you please tell me the occupation of the chief wage earner (one who
contributes maximum to the running of the household) of your household?
________________________________

CWE
(7.a.)

Officer : 1

Assistant Manager : 2

Manager : 3

Sr. Manager : 4

Dy. General Manager : 5

General Manager : 6

Sr. General manager : 7

Asst. Vice President : 8

Vice President : 9

Head of Department : 10

CEO : 11

Businessman/ Shop-Keeper/ Manufacturing Unit Owner : 12

Others : 13

63
SHOW EDUCATION CARD
8.b.i Could you please take a look at this card and tell me your education level?

8.b.ii Could you please take a look at this card and tell me the education level of the chief
wage earner (one who contributes maximum to the running of the household) of your
household?

RESP CWE
(8bi) (8bii)

Illiterate : 1 1

Literate but no formal school : 2 2

School – Below 10th : 3 3

School – 10th pass : 4 4

School – 12th pass : 5 5

Graduation - BA/ B. Com/ B. Sc : 6 6

Post-Graduation – MA/ M. Com/ M. Sc. : 7 7

Diploma : 8 8

Engineer : 9 9

MBA : 10 10

CA : 11 11

Doctor : 12 12

Lawyer : 13 13

Others : 14 14

Not disclosed : 15 15

64
SHOW MHI CARD
9. Could you please take a look at this card and tell me your total monthly household income
from all sources (salary/ pension, investments, rents from property, part-time business)?

Below Rs.2500 1 Rs.20001 -25000 7

Rs.2501 – Rs.5000 2 Rs 25001- 30000 8

Rs.5001 – Rs.7000 3 Rs 30001- 35000 9

Rs.7001 – Rs.10000 4 Rs 35001- 40000 1

0

Rs.10001– Rs. 5 > Rs 40,000 1

15,000 1

Rs.15001 – 6 Not Disclosed 1

Rs.20000 2

10. Could you please take a look at this card and tell me which vehicle do you own?

None 1 2-Wheeler 3
(_________________________)

Bicycle 2 3-Wheeler 4
(_________________________)

4-Wheeler 5
(_________________________)

65
 PURCHASE BEHAVIOR

1 Could you tell me, how much you spend in a normal month on _________ (READ
ITEM FROM GRID 1) RECORD IN GRID 1 BELOW

2A Could you please tell me for your ______ (READ PRODUCTS FROM THE GRID
1) do you (READ FROM TABLE BELOW)?

Buy from a Regular Vendor/ Store/ 1 Buy from any vendor/ Store/ Shop in 2
Shop the area

2B RECORD NAME OF VENDOR/S/ STORE/S/SHOP/S

3 Could you please tell me for your ______(READ PRODUCTS FROM THE GRID 1)
do you prefer buying
Package item 1 Loose item 2

4 Could you please tell me who in the household usually goes to buy/shop ______(READ
PRODUCTS FROM THE GRID 1) from your household

Self 1 Full family 4

Spouse 2 Servant 5

Me & spouse both 3 Any other (Please specify)______________ 6

66
 Q1 Q.2 Q.3 Q4
S.No. Items Monthly Spends Vendor Type Who
(Rs.)
Regular Any Package Loose
1 Fresh fruits 1 2

2 Fresh/Green vegetables 1 2

3 Onions & potatoes 1 2

4 Main Groceries e.g. rice, wheat, dals 1 2

5 Cooking Oil 1 2

6 Sugar 1 2

7 Salt & Spices 1 2

8 Milk 1 2

9 Eggs 1 2

10 Meat/fish 1 2

11 Butter/ cheese/ other dairy 1 2

12 Hot beverages (Tea/ Coffee/ MFDs) 1 2

13 Other food items like Wafers/ Chips/ Farsan/ 1 2

Biscuits/ Chocolates/
Cookies/Jams/bread/cakes/ice creams etc.

14 Soft drinks and juices 1 2

15 Home care prdts eg Washing soaps/ 1 2

detergents/ washing powder/ etc.

16 Personal care pdts. e.g. Bathing soaps/ 1 2

powders/ creams & lotions/hair oils etc

17 Medical/ pharmacy 1 2

67