RETAIL MANAGEMENT

PROJECT
ON
FAST MOVING CONSUMER GOODS SECTOR
 Table of Contents

SL. NO. CONTENTS PAGE NO.

1. Introduction of The Project 1

2. Introduction of The Sector (FMCG) 2

3. Comparative Analysis of The Retail Stores 3 - 19

4. Retail Outlet Outside from Chosen Category (Consumer 20 - 21

Durables)

5. Conclusion 22

6. Acknowledgement 23

7. Bibliography 24
 INTRODUCTION OF THE PROJECT
We have to first choose a retail category and shall have to research about at least ‘Ten Different Retail Stores’
related to the chosen category. The researched stores should be a mix of Modern Trade and General Trade.
Then we will need to research about ‘at least one outlet from outside the category’ and compare their
observations with chosen category outlets. We have to gather the following information:

o Type of Retail store in terms of Format, Retailing Processes, Ownership.

o Type of different channel formats, if any.
o Retail store size, location and its appropriateness.
o Product assortment and their respective target segments.
o Private labels, if any.
o Pricing Strategy being implemented.
o Various marketing communications used inside the store:
▪ Visual Communication- store frontage and retail identity.
▪ Store Planning- Space allocation of the store and store layout.
▪ Merchandising- Merchandise presentation, fixtures, signage, Point Of Sale Material
(POSM), planogramming.
▪ Store Design- Store ambience, lighting, sound, interior design and overall consumer
experience.
o Salesperson management- Number of salespersons, cost of each salesperson, recruitment process
and training process for salespersons.
o Innovative use of technology.
o Retailer Profitability in terms of:
▪ Average daily footfalls.
▪ Sales- Gross Sales, Net Sales, Sales growth, Sales per unit of space, category wise sales,
department wise sales.
▪ Profit- Gross Margin, Net Margin.
▪ Efficiency- Conversion rate, Average transaction value, Inventory turns, Product returns,
accessory sales as a percentage of overall sales, GMROF, GMROII.
▪ Employee Productivity- Sales per employee, Sales to salesperson cost ratio.
o Any other industry specific learning.
o Key takeaways from the project.
 FAST MOVING CONSUMER GOODS (FMCG)

INTRODUCTION
Fast-moving consumer goods (FMCG) sector is India’s fourth largest sector with household and personal care
accounting for 50% of FMCG sales in India. Growing awareness, easier access and changing lifestyles have
been the key growth drivers for the sector. The urban segment (accounts for a revenue share of around 55%) is
the largest contributor to the overall revenue generated by the FMCG sector in India. However, in the last few
years, the FMCG market has grown at a faster pace in rural India compared to urban India. Semi-urban and
rural segments are growing at a rapid pace and FMCG products account for 50% of the total rural spending.

Market Size
The retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840 billion in 2017, with
modern trade expected to grow at 20 25% per annum, which is likely to boost revenue of FMCG companies.
Revenue of FMCG sector reached Rs. 3.4 lakh crore (US$ 52.75 billion) in FY18 and is estimated to reach US$
103.7 billion in 2020. FMCG market is expected to grow at 9-10% in 2020.
Rise in rural consumption will drive the FMCG market. It contributes around 36% to the overall FMCG
spending. In the third quarter of FY20 in rural India, FMCG witnessed a double-digit growth recovery of 10.6%
due to various government initiatives (such as packaged staples and hygiene categories); high agricultural
produce, reverse migration and a lower unemployment rate.

Investments/ Developments
The Government has allowed 100% Foreign Direct Investment (FDI) in food processing and single-brand retail
and 51% in multi-brand retail. This would bolster employment, supply chain and high visibility for FMCG
brands across organized retail markets thereby bolstering consumer spending and encouraging more product
launches. The sector witnessed healthy FDI inflows of US$ 17.8 billion from April 2000 to September 2020.
 COMPARATIVE ANALYSIS

FIRST SHOP

1. Type of retail store:

Format- Kirana Store.
Retailing process- The may be producer and sometimes they also buy from wholesaler and sell is to the
end costumer. Terms may be in cash or credit.
Ownership- Sole Proprietorship.
2. Type of different channel formats: Direct selling, E – Tailing.
3. Retail store size, location and its appropriateness:
Size- 550 sq. ft. approx.
Name- Popl’s Doorstep Grocery.
Location- Baishnabghata by-lane, Naktala, Garia.
4. Product assortment and their respective target segments: It offers broad assortments of products like
grocery and staples, personal health care, household utilities, kitchen utilities, toilet utilities,
Covid – 19 utilities, Bakery and Confectionaries, drinks, fast foods.
5. Private labels: Popl’s Pickles, Popl’s puffed rice, Popl’s papad.
6. Pricing strategy being implemented: Competition based pricing.
7. Various marketing communication used inside the store: Posters, leaflets, flex poster.
8. Visual Communication: Most of the items inside the store are easily visible from outside the store as
the door is always open.
9. Store planning: New arrivals are kept near to the cash receipt area.
10. Merchandising: Hoardings of various products, colorful lights are used.
11. Store design: False ceiling with black mirror finish, elegant wooden furniture combined with black
glass.
12. Salesperson management:
Number of sales persons- 4
Salary of each salesperson- Rs. 12,000 – Rs. 15,000.
Recruitment process and training process for salesperson- Direction, interaction and personal interview.
13. Innovative use of technology: E – Tailing is also available.
14. Retailer profitability in terms of:
Average daily footfalls- 120 – 150.
 Sales – Gross sales = Rs. 7000 – Rs. 12000 per day.
Sales growth- (-12%).
Profit – Gross Margin = Rs. 2500 – Rs. 3000 per day.
Net Margin- Rs. 1500 – Rs. 1800 per day.
Efficiency:
Average transaction value- Rs. 55 – Rs. 100.
Product returns -3% of sales.
Inventory turns- 60 % of demand.
Employee Productivity:
Sales per employee- Rs. 1750 – Rs. 3000 per day.

SECOND SHOP

1. Type of retail store:

Format- Kirana Store.
Retailing Process- They buy from whole seller and sell it to the consumer. Terms are in cash.
Ownership- Sole Proprietorship.
2. Type of different channel formats- Direct Selling.
3. Retail store size, location and its appropriateness:
Size- 350 sq. ft approx., Name- Mon Stores.
Location-377 NSC Bose Road, Kolkata-47
4. Product assortment and their respective target segments:
It offers wide range of items like Bakery and Bread, Diary, Cheese, Eggs, Soups and Frozen foods,
Canned Goods, Pasta, Rice, Oils, Sauces, Salad, Dressings, Condiments etc.
5. Private labels: This shop seasonally sells mainly two items like Murir Moya (puffed rice ladoo) and
Chirer Moya (flattened rice ladoo).
6. Pricing strategy being implemented: Competition based pricing.
7. Various marketing communications used inside the store: They provide bags containing list of
articles available in the shop along with address and contact number, they also offer free home delivery
over purchases of Rs 1000.
8. Visual communication: Most of the items are easily visible from outside and the shop is located at the
roadside. Many people, i.e., consumers go around the road.
9. Store planning: New arrivals are kept at the front side of the store which are easily visible to the buyers.
10. Merchandising: Buyers are offered to taste new arrivals, and buyers are also informed about new
products through direct interaction.
11. Store Design: Decorated walls with paintings, Multi-colour LED lights are used to attract customers.
12. Salesperson Management: Number of salesperson- 2.
Salary of each person- Rs 10,000- Rs 13,000.
Recruitment process and training process of salesperson- Personal interview.
13. Retailer profitability in terms of:
Average daily footfalls: 75-110.
Sales:
Gross sales: Rs 5000- Rs 9000 per day.
Sales growth: -4%.
Profit:
Gross margin- Rs 1800- Rs 2250 per day.
Net margin: Rs 900- Rs 1250 per day.
Efficiency:
Average transaction value: Rs 50- Rs 100.
Product returns: 2% of sales.
Inventory turns: 55% of demand.
Employee Productivity:
Sales per employee- Rs 2500- Rs 4500 per day.

THIRD SHOP

1. Type of retail store:

Format- Super Market.
Retailing Classification- Offline.
Ownership- Proprietorship(individual).
2. Types of different channel formats:
Channel format- Distributor point from main branch retail store.
Outlet size- 3000 sq. ft.
Store location- Main road, Bhanjanagar, Ganjam, Odisha.
Appropriateness- Organized.
3. Product assortment: Food and grocery.
4. Respective target segment: Localities.
5. Private labels: Yes, depending on the products (10-30% approx.)
6. Pricing strategy being implemented: Cost- plus, value based, normal fix price for package
(Depending upon the products).
7. Means of marketing communications: Advertising and sales promotion, social media, catalogues,
newsletters, visual communication.
8. Storage front: Narrow.
9. Retail identity: Has a food court in it.
10. Store planning:
Space allocated of the store- 3000 sq. ft.
Inventory- 1500 sq. ft. (including customer movement).
Wash room- 200 sq. ft.
Billing counter- 500 sq. ft.
DG room- 100 sq. ft.
Elevator- 400 sq. ft.
Store Layout- Grid.
11. Merchandising:
Merchandise presentation- Structured presentation.
Fixtures- Aluminum Racks.
Signage- “Pull and Push” at the entry point, “No mask no entry” sign at the billing counter.
12. Point of sale material (PSOM): Chocolates, Perfumes etc.
13. Planogramming: Charge when new brands add in.
14. Store design:
Store ambience- Good.
Lighting- White lighting.
Sound- Slow music and Facility for announcement.
Interior design- White tile flooring.
Overall consumer experience- Good.
15. Salesperson management:
Number of salesperson- 20.
Cost of each salesperson- 10,000- 15,000.
Recruitment process- Through paper-ad and verbal interviews.
16. Innovative use of technology:
Technology- CCTV cameras, anti-theft scanner.
17. Store profitability:
Average footfall- 250 (Normal working days).
 Gross sales- 50 lakhs/month approx. (including 15% discount and 10% tax).
Net sales- 37.5 lakhs/month approx.
Sales growth- (Present-Past)/Past=1.67% (By keeping the base month Jan).
Sales per unit of space: Sales/ (Area (Sq. ft.)) =5000000/3000= 1666.67.
Category wise sales- Grocery and FMCG= 3,500,000(70%).
Only grocery- 1,250,000.
Other beauty products- 875,000(25% of 3,500,000).
Household- 750,000.
18. Profit:
Gross margins- (Revenue-COGS)/Revenue= 10-12% (approx./month).
Net margins- (Revenue-cost)/Revenue= 6-7% efficiency.
Conversion rate- (no of bills)/ (no of footfalls) = 150/250= 0.65.
Average bill value- Sales/ (No. of bills) = 5000000/150= 33333.34.
Inventory turns- COGS/ (Avg.inventory) = 2 times a month.
Product return sales- Returned/Sold= 0.07%.
Accessory sales as a percentage of- (Accessories sold)/ (Total sales) = 7% overall sales.
GMROF- (Gross sales)/ (Floor spacing) = 5000000/3000= 16666.67.
GMROII- (Gross sales)/ (Inventory investment) = 5000000/3125= 1600.
Employee productivity:
Sales per employee- (Net sales)/ (No. of full-time employee= 5000000/20= 8333.34/day.
Sales to salesperson cost ratio- (Net sales)/ (Salesperson cost) = 5000000/ (10000*20) = 25.

FOURTH SHOP

Orbit Realty Grocery Store

1)Type of Retail Store :-

Format :- Grocery Store
Retailing Process :- They may be producer and sometimes they also buy from whole seller and sell it to the
customer.
Ownership :- Sole Proprietorship
2) Types of different channel formats :- Direct Selling
3) Retail Store Size, Location and its appropriateness :-
Size -> 900 sq. ft. approx. ,
Name -> ORBIT RETAIL GROCERY STORE
Location :- Kankarbagh Main Road
4) Product assortment and their respective target segments :-
It offers broad assortments of products like grocery and staples, personal health care, household utilities,
kitchen utensils, toilet utilities, Covid-19 Utilities, Bakery and Confectionaries, Drinks, Fast Foods.
5) Pricing Strategy being implemented :- Competition Based Pricing
6) Various marketing communications used inside the store :- Poster, Leaflet, Flex Poster
7) Visual communication = none of the product is easily visual form the outside of the road, customer has to
visit the store first then to decide what to take and what not to take.
8)Merchandising = for new product buyers just ask to the salesman about the new product and they give
direct information to the customers.
9) Store Planning :- New arrivals or old all are placed at same place there is not any strategy to attract
customer with the grocery product but they keep their some off the pocket purfumes and energy drink at the
place of counter.
10) Merchandising :- Hoardings of various products, Colorful lights are used.
11) Store Design :- False Ceiling with black mirror finish , Elegant wooden furniture combined with black glass.
12) Salesperson Management :- Number of Salesperson – 8
Salary of Salesperson = Number of sales person is 5 in which 4 of them gets Rs. 12000 monthly salary and
one of them gets Rs. 1500 monthly salary.
Recruitment process and training process for salesperson -> Direct interaction and personal interview
12) Retailer Profitability in terms of :-
Average daily footfalls :- 200 - 250approx.

Sales :-
Weekly Sale = 250000 approx.
Monthly Sale = 1100000 -120000 approx.

Profit :-
Monthly 70% of 400000 = 400000*70/100 =280000 monthly income
Per week income = 280000/4= 70000
Per day sale = 280000/30 = 9333.33/10000 approx.
Efficiency :-
Average Transaction Value : Rs 60-Rs 110
Product returns : 5% of Sales
Inventory turns : 55% of demand
Employee Productivity :-
Sales per employee :- Rs 1800 – Rs 2400 per day.

FIFTH SHOP
Aram Bagh Food Mart

Type of Retail Store :- Convenience Store

Retailing Process :- They may be producer and sometimes they also buy from wholesaler and sell it to
customer.

Ownership :-

Type of difference channel formats:- Direct Selling

Retail Store Size, Location and its Appropriateness: -

Size: - 850 sq. ft. approx. , Name:- Aram Bagh’s Food Mart

Location: - Devaloke Residency, 202/1, Naktala, Basdroni

Product assortment and their respective target segments: -

It offers broad range of products like grocery, toiletry, confectionery, frozen veg and non-veg, stationery, ready-
to-eat snacks.

Private Labels: - Arambagh’s Spices, Arambagh’s Rice

Pricing Strategy being implanted: - Competition Based Pricing

Various marketing communications used inside the store:- Promotional Sales, Personal Selling

Visual Communication:- Glass doors are there, and various groceries are displayed on the shelves one above
another. These groceries are easily visible from outside the shop.

Store Planning :- New products and discounting products are kept at the front side of the shop, so that they are
easily visible to the customers.
Merchandising :- Free assured gifts on every bill over Rs 1200, various festive offers, free home delivery on
orders above Rs 3000.

Store Design :- Well decorated walls with various products, LED Lights, ACs etc., Bulk stacking of varieties of
products.

Salesperson Management :- Number of salesperson :- 8-12

Salary of each salesperson :- Rs 11000- Rs 16000

Recruitment and training of salesperson :- Personal interview

Average daily footfalls :- 160-200

Sales :-

Gross Sales :- Rs 6000- Rs 13,000 per day

Sales Growth :- - 2 %

Profit :-

Gross Margin :- Rs 5,000-6000 per day

Net Margin :- Rs 4000-5000 per day

Effeciency :-

Average Transaction value :- Rs 600- Rs 300

Product returns :- Nil

Inventory turns :- 65% of demand

Employee Productivity :-

Sales per employee :- Rs 750- Rs 1625 per day.

SIXTH SHOP
1)Type of Retail Store :-

Format :- Kirana Store

Retailing Proces :- They may be producer and sometimes they also buy from wholeseller and sell it to the
customer.

Ownership :- Sole Proprietorship

2) Types of different channel formats :- Direct Selling

3) Retail Store Size, Location and its appropriateness :-

Size -> 450 sq. ft. approx. ,

Name -> SUDHANSU KIRANA

Location :- Chirayatar Tarkeshwar Nath Path, Khashmahal

4) Product assortment and their respective target segments :-

It offers broad assortments of products like grocery and staples, personal health care, household utilities, kitchen
utensils, toilet utilities, Covid-19 Utilities, Bakery and Confectionaries, Drinks, Fast Foods.

5) Pricing Strategy being implemented :- Competition Based Pricing

6) Various marketing communications used inside the store :- Poster, Leaflet, Flex Poster

7) Visual Communication :- The items inside the store are easily visible from outside the store the door is
always open.

8) Store Planning :- New arrivals are kept near the cash receipt area.

9) Merchandising :- Hoardings of various products, Colorful lights are used.

10) Store Design :- False Ceiling with black mirror finish , Elegant wooden furniture combined with black
glass.

11) Salesperson Management :- Number of Salesperson – 5

Salary of each salesperson -> Rs 15,000- Rs 17,000

Recruitment process and training process for salesperson -> Direct interaction and personal interview

12) Retailer Profitability in terms of :-

Average daily footfalls :- 200 - 300 approx.

Daily visiting of customer - between 200-300

Per week customer= 300*7 = 2100

Per month customer = 300*30 = 9000 customer approx.

Sales :-

Sale = 400000 monthly approx.

Sale = 90000-100000 weekly

Per day sale = 400000*30 = 13333.33 /14000 approx.

Profit :-

Monthly 70% of 400000 = 400000*70/100 =280000 monthly income

Per week income = 280000/4= 70000

Per day sale = 280000/30 = 9333.33/10000 approx.

Efficiency :-

Average Transaction Value : Rs 60-Rs 110

Product returns : 5% of Sales

Inventory turns : 55% of demand

Employee Productivity :-

Sales per employee :- Rs 1800 – Rs 2400 per day.

SEVENTH SHOP
JITENDRA KIRANA

Type of Retail Store :- Kirana Store

Retailing Process :- They may be producer and sometimes they also buy from wholesaler and sell it to
customer.

Ownership :-

Type of difference channel formats :- Direct Selling

Retail Store Size, Location and its Appropriateness :-

Size :- 200 sq. ft. approx. , Name:- Jitendra Kirana Store

Location :- Chirayatar Postal Park, Near Baidthnath Bhawan

Product assortment and their respective target segments :-

It offers broad range of products like grocery, toiletry, confectionery, frozen veg and non-veg, stationery, ready-
to-eat snacks.

Pricing Strategy being implanted :- Competition Based Pricing

Various marketing communications used inside the store :- Promotional Sales, Personal Selling

Visual Communication :- Glass doors are there, and various groceries are displayed on the shelves one above
another. These groceries are easily visible from outside the shop.

Store Planning :- New products and discounting products are kept at the front side of the shop, so that they are
easily visible to the customers.

Merchandising :- Free assured gifts on every bill over Rs 1600, various festive offers, free home delivery on
orders above Rs 5000.

Store Design :- Well decorated walls with various products, LED Lights, ACs etc., Bulk stacking of varieties of
products.

Salesperson Management :- Number of salesperson :- 4-5

Salary of each salesperson :- Rs 13000- Rs 14000

Recruitment and training of salesperson :- Personal interview

Average daily footfalls :-

Customer per day = 60-70 approx.

Customer per week = 490

Customer per month = 2100 approx.

Sales :-

Monthly sales = 160000

Weekly sales =40000

Per day sale =5333.33/5400 approx.

Sales Growth :- - 5%

Profit :-

Profit margin from total sales 60%

Monthly income = 96000

Weekly income = 24000

Per day income = 3200

Effeciency :-

Average Transaction value :- Rs 400- Rs 500

Product returns :- 6% of total sales

Inventory turns :- 45% of demand

Employee Productivity :-

Sales per employee :- Rs 1200- Rs 1300 per day.

EIGHTH SHOP
1. Format: Kirana Store

 Retailing Process- Buys from the wholesaler and sells it to the final consumers.

 Ownership- Sole Proprietorship

2. Different channel formats- Direct selling

3. Retail store size, location, etc-

Size- 380 sqft apprx

 Name- Rama Kirana Store

Location- Shop no-246,C2a market,Janakpuri, Delhi

4. Product assortment and their repetitive target segments- Offers wide range of items like Diary
products, Bakery Products, Canned products, Groceries,etc

5. Private Labels- None.

6. Pricing Strategy- Competition based pricing

7. Various Marketing communications used inside the store- Provide Home deliveries of products
within the range of 5kms and Various other offers are provided to the customers on purchase of rs1K or
above.

8. Visual Communication- Most of the items are visible from outside the shop from the counter itself.

9. Store Planning- Expensive products are placed at the top of the shelves and new arrivals can be seen at
the cash counter.

10.Merchandising – Mostly through Direct interaction with the customers

11. Store Design- Good use of lights and various posters were there on the wall.

12. Salesperson Management- No. of employees- 2

Salary of each employee- 7-8k per month

Recruitment Process- PI

13. Retail Profitability in terms of-

Average Daily Footfalls- 110-140

Sales:

Gross Sales- Rs 8-10K per day

Sales growth- (-8%)

Profit:

Gross margin- 2-3k per day

Net margin- Rs 1300- 1600 per day

Efficiency:

Average Transaction Value- Rs60- 100

Product Returns: 4% of sales

Inventory turns- 55% of demand

Employee Productivity:

Sales per employee- Rs1500-2500 per day.

NINTH SHOP
Format: Kirana Store

 Retailing Process- Buys from the wholesaler and sells it to the final consumers.

 Ownership- Sole Proprietorship

Different channel formats- Direct selling

Retail store size, name & location-

Size- 400 sqft apprx

Name- Aggarwal Kirana Store

Location- Shop no-76,C5a market,Janakpuri, Delhi

Product assortment and their repetitive target segments- Offers wide range of items like Diary
products, Canned products, Groceries,etc

Private Labels- None.

Pricing Strategy- Competition based pricing

Various Marketing communications used inside the store- Special Offers are provided to the
customers on purchase of rs1K or above.

Visual Communication- They have applied the pyramid principle by using a triangular formation with
the largest item in the center surrounded by other smaller items in the shelf.
 Store Planning- Fresh arrivals are placed at the entry so that customer gets a good vibe while entering
the store.

Merchandising – By Direct interaction with the customers

Store Design- Good use of lights

Salesperson Management- No. of employees- 3

Salary of each employee- 8k per month

Recruitment Process- PI

 Retail Profitability in terms of-

Average Daily Footfalls- 100-130

Sales:

Gross Sales- Rs 9-10K per day

Sales growth- -7-8%

Profit:

Gross margin- 3-4k per day

Net margin- Rs 1200- 1500 per day

Efficiency:

Average Transaction Value- Rs50- 100

Product Returns: 6% of sales

Inventory turns- 55% of demand

Employee Productivity:

Sales per employee- Rs2000-2800 per day.

TENTH SHOP
Format: Kirana Store
  Retailing Process- Buys from the wholesaler and sells it to the final consumers.

 Ownership- Sole Proprietorship

Different channel formats- Direct selling

Retail store size, name & location-

Size- 420 sqft apprx

Name- Mukesh Kirana Store

Location- Shop no-316,C4e market,Janakpuri, Delhi

Product assortment and their repetitive target segments- Offers wide range of items like Diary
products, Canned products, Snacks, Groceries,etc

Pricing Strategy- Competition based pricing

Various Marketing communications used inside the store- Special Offers are provided to the
customers on purchase of rs1K or above.

Visual Communication- Well maintained shop with walls decorated and various hoardings were also
there.

Merchandising – By Direct interaction with the customers

Store Design- Have enough space between products and fixtures

Salesperson Management- No. of employees- 4

Salary of each employee- 6-8k per month

Recruitment Process- PI

 Retail Profitability in terms of-

Average Daily Footfalls- 100-120

Sales:

Gross Sales- Rs 10-12K per day

Sales growth- (-6%)

Profit:
 Gross margin- 4-4.5k per day

Net margin- Rs 1200- 1600 per day

Efficiency:

Average Transaction Value- Rs60- 110

Product Returns: 4% of sales

Inventory turns- 65% of demand

Employee Productivity:

Sales per employee- Rs2400-3200 per day.

 CONSUMER DURABLES
GUPTA DISTRIBUTORS
Type of retail Store
Type of Different channel formats
Retail Store Size
Location
Product Assortment
Target Segments
Private Labels
Pricing Strategy being implemented
Various Marketing COMMUNICATIONS
used inside the store
Sales persons management
Innovation of technology used
Average daily footfalls
Gross sales – 11009813
FIRST SHOP
Independent Store
Direct Selling
6500 sq. Feet
Patia (One of the Primary Locations of the
city
), community centre
Product Breadth – TV, Mobiles, Washing
Machines, Laptops, Refrigerators, Cameras,
Home theatres, Accessories, Printers,
Appliances.
Product Depth- LG, Care, Samsung,
Sony,Xiomi, Apple, Asus, Vivo, One Plus,
Panasonic, Godrej, Havells, Butterfly.
-
Gupta Care
Dynamic Pricing, Competition Based
Pricing
 Visual Communication: Illuminated
boards for brand visibility
 Store Planning: Free Flow and Loop
 Merchandising: Signage, POSM, in-
store illuminated branding, End
point sale

Store Design: well equipped with store
ambience, lighting, sound with intriguing
interior design and satisfied customer
experience.
 No of Sales person: 30 people
 Per person – 15 to 16 bills
 Cost of Each sales person: No Cost
 Recruitment & training Process:
trained and sent by company
Unique product display
25 people
Net Sales- 10008921
Sales Growth -8%
Sales per unit of space- Total Sales/ Area = 10008921/6500= 1540
Category wise Sales- Consumer Durables= 6744265/100008921
Appliances= 960404/100008921
Consumer Electronics= 2304252/100008921
Gross Margin= 600000
Net Margin=200179
Average Transaction Value= Total Sales/ No. of transactions=100008921/738= 13563
Inventory Turns= COGS/Avg. Inventory= 9857299/7500632= 1.32
Product Returns=0
Accessory Sales= Sales of accessories/net Sales= 60000/100008921= 0.0059
GMROF= Gross Margin/ Area= 600000/6500= 92.3
GMROII= Gross Margin/ Average Inventory= 600000/7500632= 0.1.
 CONCLUSION

In this project we have explored the inside of ‘Retail Management’ concepts to actual settings and understood
the implementation of Retail Management in real life scenarios. And also experienced the Retail Management
challenges faced by various retail stores. We have researched and collected the primary as well as secondary
data of various retail stores in the FMCG category (Main Retail Outlet) and as well as Consumer Durables
category (Other Retail Outlet). And then we have compared all the data of various retail stores which each other
and then with the other category retail outlet as well. We have researched about at least ’Ten Different Stores
Outlet’ related to our chosen category and then we researched about ‘At Least One Outlet from Outside the
Chosen Category’ and compared their observations with the chosen retail category outlet (FMCG).
 ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my professor Mr. Joydeep Biswas who gave me the
golden opportunity to do this wonderful project on ‘Retail Management’ and also to my team members who
helped me in doing a lot of research and I came to know about so many new things I am really thankful to all of
them. Secondly, I would also like to thank my friends who helped me a lot in finalizing this project within the
limited time frame.
 BIBLIOGRAPHY

www.google.com
www.marketing91.com
www.livemint.com
www.wikipedia.com