Course Code: MKT352

Course Title: SELLING AND SALES MANAGEMENT

Name: DEEPANSHU SHARMA

Section: Q3E70

Roll no: RQ3E70A023

CA1

D-MART
INTRODUCTION.
 It’s a chain of hypermarkets.
 Founder – Radhakishan Damani inn 2000.
 As of now D-mart has 196 stores across the India.
 D-mart is promoted by Avenue supermarts ltd.
 D-mart has B2B business model.

Problem Faced By D-mart.

 Long customers queues outside the stores on weekends is dream for any retailer. However,
these same queues are the biggest challenge or we can say problem of D-mart. Company
struggles to handle customer demand and its quality of service takes a hit.
 D-mart enable customers to get best value deals in any city.
 Unmanageable footfall is affecting stores in other ways.
 Buyers are reporting long queues to enter, followed by parking difficulties, shortages of trolleys
and bags.
 Employees not filling the shelves fast enough to handle customer demand.

Personal experience with D-mart.

 Shortage of staff in lockdown.
 Products were not placed properly.
 I am in Mumbai right now and there is a D-mart store near my home. Mumbai is a Marathi
speaking city. Last week when I visited D-mart store near my home, there was an north Indian
guy who was struggling to communicate with employee in the store because customer doesn’t
 know Marathi and the staff member was not able to speak any other language (Hindi/English). I
am from north India and I also know Marathi so I was able to help that guy. Communication gap
is a major problem with most staff members.

Sales Plan & Recommendation.

 D-mart needs to change with the time.
 D-mart needs to push its e-commerce agenda with a “click & collect” option for example. Which
would help it pass on some of its peak traffic to other times.
 D-mart could also look at increasing weekday discounting as a means to better distribute its
footfall at non-peak times.
 In retail market D-mart has so many competitors like Big bazaar, Reliance fresh, hyper shop etc.
They all are going online, giving home delivers. If D-mart want to increase its customers base
and want to solve problems they are facing with unexpected footfall is by focusing on their
online platform.
 D-mart can start giving discounts season wise like—
1. Seasonal offers – summer - Discounted drinks and dairy.
Rainy - umbrellas, Raincoats.
Winter- woolen products.
2. Festival offers.
3. Weekends.
4. Month Beginning.
 Offers gift coupons to reward its employees and during certain periods to boost their sales.
 Coupons allotted to customers when they meet certain standards of bulk purchase.
 Teach their employees how to deal with customers.
 Filling shelves on time once the stock is over on shelves.
 Arrange all the products properly so that customers can see them easily.

Sales Channel Strategy.

 Low sales, marketing and distribution cost – the channel partner usually has an established
presence, is known and trusted by local customers and already advertise their brand and the
value it offers. Can reach new customers at a very low initial cost and enter new regions and
markets in a cost-effective way. For example, Walmart and flipkart they both work together,
Reliance Fresh also has its distribution channel. Like that D-mart can also channel partnership
with either Zomato, swiggy or any other company.
 Effective scaling – if D-mart have an established channel model with the respective revenue
sharing, co-marketing, incentives, and other plans. D-mart can scale very effectively by adding
 more channel partners into that mix. One partner manager can manage multiple partnerships
and that in effect will bring in revenue that would require an entire house sales team.
 Low cost for expanding into new markets – a network of local partners can help D-mart
establish a presence in a new region or market with a fairly low initial investment. D-mart don’t
need to incorporate and manage new companies, advertise locally, hire people in remote
locations or manage new offices.

Thank you