Marketing Project

Visiting departmental store/retail, shop or consumer cooperative store

located nearby to study and report on the functioning of the store
Visit to Carrefour

Made by Susheel Hirani

Grade12N
2023-2024
 Delhi Private School
Sharjah

DEPARTMENT OF COMMERCE

Marketing
This is to certify that this is the work of Susheel Hirani of class 12, Div. N, Roll No.
18546.He/She has carried out necessary practical work for the Senior Secondary
School Examination, AISSCE of CBSE under my supervision for the academic year
2023 – 2024.

Teacher In-Charge:

External Examiner: Date:

 Acknowledgement
A project is a golden opportunity for learning and self-development. I
consider myself fortunate and privileged to have such wonderful
mentors guiding me through the journey for the completion of the
project.
My sincere thanks to Ms. Vandana Marwaha, our principal, for her
relentless support and encouragement.
My heartfelt gratitude to my teacher, Ms.Vijila ma’am, for her patience
and belief in us. Her exemplary investment in the complete process,
constant encouragement and insightful feedback helped me achieve my
objectives.
Lastly, I would like to thank my friends and family members whose
support helped me to complete the project within the deadline.
Introduction of Carrefour
Carrefour was launched in the region in 1995 by UAE-based Majid Al
Futtaim, which is the exclusive franchisee to operate Carrefour in over
30 countries across the Middle East, Africa, and Asia, and fully owns the
operations in the region. Today, Majid Al Futtaim operates over 320
Carrefour stores in 16 countries, serving more than 750,000 customers
daily and employing over 37,000 colleagues. Carrefour operates
different store formats, as well as multiple online offerings to meet the
growing needs of its diversified customer base. In line with the brand’s
commitment to provide the widest range of quality products and value
for money, Carrefour offers an unrivalled choice of more than 500,000
food and non-food products, and a locally inspired exemplary customer
experience to create great moments for everyone every day. Across
Carrefour’s stores, Majid Al Futtaim sources over 80% of the products
offered from the region, making it a key enabler in supporting local
producers, suppliers, families and economies.
What is Retail store?
Retailing involves all activities required to market consumer goods and
services to ultimate consumers who are purchasing for individual or
family needs. The retail supply chain consists of manufacturers,
wholesalers, retailers, and the consumer (end-user). The wholesaler is
directly connected to the manufacturer, while the retailer is connected
to the wholesaler. Retail is the process of selling consumer goods or
services to customers through multiple channels of distribution to earn
a profit. Retailers satisfy demand identified through a supply chain.
Competition for sales has led to a blurring of traditional product lines in
retailing, and many establishments offer a much wider variety of
merchandise than their basic classification would indicate (e.g.,
drugstores may carry food, clothing, office supplies, hardware, etc.).
The advent of the Internet and its increasing use for ecommerce in the
1990s resulted in a revolutionary shift in retailing away from brick-and-
mortar stores and toward online retailing, in which customers shop for
and purchase merchandise through personal computers, mobile
phones, or other Internet-connected devices.

The Supply chain

Manufacturers - Manufacturers are the ones who are involved in
production of goods with the help of machines, labor and raw
materials.
Wholesaler - The wholesaler is the one who purchases the goods
from the manufacturers and sells to the retailers in large numbers
but at a lower price. A wholesaler never sells goods directly to the
end users.
Retailer - A retailer comes at the end of the supply chain who sells
the products in small quantities to the end users as per their
requirement and need. The end user goes to the retailer to buy
the goods (products) in small quantities to satisfy his needs and
demands. The complete process is also called Shopping.
Shopping - The process of purchasing products by the consumer is
called shopping. However, there are certain cases where shopping
does not always end in buying products. Sometimes individuals do
go shopping but return home empty-handed. Such shopping is
merely for fun and is called window shopping. In window
shopping, individuals go to the market, check out various options
and their prices but do not buy anything. This kind of shopping
helps to break the monotony.

Types of Retail stores

1.Speciality store

2.Department store
3.Super market

4.Convenience store

5.Discount store

6.Off-price retailer
7.Superstore

8.Hypermarket

9.Catalogue showroom
1.Speciality Store
Specialist stores carry very limited product lines with deep
assortment. They offer a wide choice in terms of models, size,
style, colour and other important attributes in the assortment
carried.

2.Department Store
A departmental store is a large retail outlet that handles a wide
variety of lines of product. It has a wide assortment in each line
and is organized into separate departments for purposes of
buying, promotion, services and control. It is sometimes called
mass merchandising departmental store e.g., Lulu
hypermarket,Carrefour

3.Super market
A supermarket is designed to serve the total needs for food,
laundry and household maintenance products. It is relatively large
in size. Its operation is low cost, low margin, high volume and self
service in nature.

4.Convenience Store
A convenience store is located near residential area. It is relatively
small. It is kept open for long hours. A limited lines of convenience
products are offered for sale. The prices charged are slightly
higher.

5.Discount Store
A discount store sells standard merchandise at lower prices.
Higher volumes of sales compensate lower margins and increase
the overall profitability. Discount retailing has moved into
speciality merchandise stores such as sport goods stores,
electronics stores and book shops.

6.Off-price retailer
An off-price retailer sells left over goods, over runs, and irregulars
obtained at reduced prices from manufactures or other retailers.
Off price retailers may be of three types:

a.Factory outlets
These are owned and operated by manufacturers. They carry the
manufacturer’s surplus, discontinued or irregular goods. e.g.,
dinner ware, shoes, upscale apparel, etc.

b. Independent off-price retailer

Independent off-price retailers are owned and run by
entrepreneurs or by divisions of larger retail corporations.

c. Warehouse clubs
These are otherwise known as wholesale clubs. They sell a limited
selection of brand-name grocery items, appliances, clothing etc.

7. Super store
Super stores meet consumer’s total needs for routinely purchased
food and nonfood items.

8. Hyper Markets
Hyper markets combine speciality stores, limited line stores in a
single level store. Product assortment goes beyond routinely
purchased goods. It includes furniture, large and small appliances,
 clothing items, etc.Bulk display and minimum handling by store
personnel are the other features present in the hyper markets.
Discount is offered to customers who are willing to carry heavy
appliances and furniture out of the store.

9. Catalogue showroom
Customers order goods from a catalogue in the showroom. Then,
they pick these goods up at a merchandise pickup area in the
store.

Objectives of Retailing
1.Customer Satisfaction:
Retailers know that satisfied customers are loyal customers.
Consequently, retailers must develop strategies intended to build
relationships that result in customers returning to make more
purchases.

2.Acquiring the Right Products:

A customer will only be satisfied if they can purchase the right products
to satisfy their needs. Since a large Percentage of retailers do not
manufacture their own products, they must seek suppliers who will
supply products demanded by customers. Thus, an important objective
for retailers is to identify the products customers will demand, and
negotiate with suppliers to obtain these products.

3. Product Presentation:
Once obtained, products must be presented or merchandised to
customers in a way that generates interest. Retail merchandising often
requires hiring creative people who understand and can relate to the
market.

4. Traffic Building:
Like any marketer, retailers must- use promotional methods to build
customer interest. For retailers a key measure of interest is the number
of people visiting a retail location or website. Building “traffic” is
accomplished with a variety of promotional techniques such as
advertising, including local newspapers or Internet, specialized
promotional activities, such as coupons.

5. Layout:
For store-based retailers, a store’s physical layout is an important
component in creating a retail experience that will attract customers.
The physical layout is more than just deciding in what part of store to
locate products. For many retailers designing the right shopping
atmosphere (e.g., objects, light, and sound) can add to the appeal of a
store. Layout is also important in the online world where site navigation
and usability may be deciding factors in whether a retail website is
successful.

6. Location:
Where to physically locate a retail store may help or hinder tore traffic.
Well placed stores with high visibility and easy access, while possibly
commanding higher land usage fees, may hold significantly more value
than lower cost sites that yield less traffic. Understanding the trade-off
between costs and benefits of locations is an important retail decision.

7. Keeping Pace With Technology:

Technology has invaded all areas of retailing including customer
knowledge (e.g., customer relationship management software),
product movement (e.g., use of RFID tags for tacking), point-of-
purchase (e.g., scanners, kiosks, self-serve checkout), web technologies
(e.g., online shopping carts, purchase recommendations) and many
more.

Branches of Carrefour in UAE

One of the main branches in UAE are:
1.Al Barsha,Mall Of The Emirates

2.Al Shindagha, Bur Dubai, City Centre Al Shindagha.

3.Bur Dubai, BurJuman.

4.Deira, Al Ghurair Centre.

5.Deira, Century Mall.

6.Dubai Festival City, Dubai Festival City Mall.

7.Dubai Production City, City Centre Me'aisem.

8.City Centre Sharjah,Majid Al Futtaim

Departments of The Carrefour Store

The Carrefour Sharjah has various departments in the supermarket
category which are showed below:
Bakery items
Dairy items

Frozen items

Packaged goods
Cleaning supplies

Personal Hygiene Items

Prepared Foods(Such as freshly prepared pastas,shawarma etc.)

CSR Which Carrefour Shows:
Carrefour strives to ensure the quality and safety of its own-brand
products, from logistical monitoring to implementing withdrawal and
recall procedures if necessary, as well as complying with the highest
hygiene standards in its stores. Carrefour provides employment in more
than 300 job families, many of which are open to everyone, with or
without a diploma, and are geared towards workers in our host regions
regardless of their age, origin or social and professional
background.This openness to all candidates fosters the diversity of our
teams.Carrefour also takes part in government programmes such as
planting of trees,Reducing evironmental pollution campaigns.
SWOT Analysis of Carrefour
1.Strengths
a.Carrefour has a wide Market Presence and a strong brand name.
b.Carrefour is one of the world’s largest and Europe’s retailers of
groceries and consumer goods in terms of revenue with over 12000+
stores worldwide.
c.Multi Format Strategy-hypermarkets, supermarkets, hard discount
stores and convenience stores.
d.Owns popular private-label brands which are popular.
e.Carrefour is a pioneer in Hypermarket format.
f.High Quality maintenance and good customer service offered.
g.More than 350,000 people are employed with Carrefour.
h.The business operations are carried out in more than 30 countries.

2.Weaknesses
a. Carrefour has limited presence in emerging economies of Asia and
Africa.
b.Past controversies attracted negative media coverage affecting
business.

3.Opportunities
a.Carrefour can leverage on its international brand equity to establish
in emerging economies.
b.Focus on growth through strategic tie-ups and innovative marketing.
c.The fast growing ecommerce & online shopping sector is a big area of
opportunity for Carrefour.

4.Threats
a.Rising competition from other discount stores in France and
abroad.
b.Rising Labour costs and Economic slowdown to increase costs.
c.Strict government policies and taxation can affect global
business of Carrefour.
Distribution Channels

What is a distribution Channel?

A distribution channel is a chain of businesses or its
intermediaries through this chain, a good or service is passed
until this reaches the final buyer or the end consumer of that
particular product. Distribution channels may include wholesalers,
retailers and even the web facility. It is the stream by which all the
goods and services travel to the targeted consumer. Also, the
path can be described as the stream for payments make from the
end consumer to the original vendor. Distribution channels can be
short or even long, this depends on the number of intermediaries
required to deliver a product or service to the market.
Types of Distribution Channels
A distribution channel at times may seem endless, we will talk
about the three main types of channels, which consists of the
combination of a producer, wholesaler, retailer, and end
consumer. The type of distribution channel are:
 The first channel is the longest channel as it includes all the
four components - producers, wholesalers, retailers, and the
consumers. Example of products distributed in this type of
channel is - The wine industry. The channel operates in the
three-tier system, the product is first sold to a wholesaler
who then sells it to a retailer and then the retailer sells to the
end consumer.
 In the second channel of distribution the wholesaler is
eliminated from the system. Hence, the producers first sell it
directly to a retailer who then sells it to the direct customer.
The second type of channel contains only one intermediary
in between. Example of this channel is – Dell selling their
products via this distribution channel.
 The third channel is the shortest one, where the producers
sell their product directly to the end consumer. Amazon or
Kindle serves their customers through this channel of
distribution.

Competitors of Carrefour
In Dubai, you can find Carrefour stores quite frequently.
Carrefour is known for its products’ quality and affordable
pricing policy. The brand also often runs interesting
promotions.Carrefour Hypermarket (supermarkets) and
Carrefour Market (mini-markets) can be found in different
areas of the city (Nad Al Sheba, Al Quoz, etc.).The
competitors of Carrefour are as follows:
1.Union Coop Supermarket Dubai
Union Coop Supermarket Dubai has been present in the
city for over 25 years. The brand is appreciated by both
Dubai residents and expatriates. The offer is both varied
and affordable.You can find fruits, vegetables, furniture,
stationery, an organic section, and very good Italian food.
The products offered are often of high quality and are also
very fresh.Many Union Coop Supermarkets in Dubai are
located in several areas of the city (Al Quoz, Garhoud, Al
Majaz, etc.).
2. Spinneys
Spinneys is a high-end structure, and the goods are
generally more expensive than at Carrefour or Unions
Coop Supermarket, for example.Nevertheless, if you want
to buy pork or Anglo-Saxon products, Spinneys does carry
them.Spinneys is located in various city residential areas
(Jebel Ali Village, Al Barsha, Jumeirah Beach, etc.)

3. Choithrams Dubai
In Choithrams, prices are also higher than in Carrefour or
Union Coop but are still relatively cheaper than in
Spinneys.This store sells fruits, vegetables, and meat.
You can also find organic food and a bakery department.
Baby products and hygiene products are also sold
here.The company also offers an ordering service on its
website with home delivery.Again, Choitrams can be
found in several areas of the city: Academic City, Al Quoz,
Jumeirah, etc.

4. Lulu Hypermarket
Lulu Hypermarket is an Emirati hypermarket chain. It
offers a wide range of products from Oman, Lebanon,
Iran, and even India. You can also find some goods
imported from Europe.The prices are very affordable, and
the structure regularly proposes promotional offers.Lulu
Hypermarket, however, is known for its impressive fruit
and vegetable section, with its salads and fresh fruit
juices. Fish lovers can also find something to their
liking.The largest Lulu Hypermarket stores are located in
Al Karama, Al Barsha, and the Arabian Center in AI
Mizhar.
 5. Westzone Fresh Supermarket
West Zone,located throughout Dubai, offers its customers
a wide range of local and imported products at very
competitive prices. You can find everything in this store:
 Hot food
 Hygiene products
 Meat products
 Household items
 Electronics etc.
The company also sells pork and products manufactured under its
own brand.
6. Baquer Mohebi
Baquer Mohebi is a supermarket in Al Mankhool, Bur Dubai, Al
Qiyadah and Deira.The store offers a wide variety of fresh
products at reasonable prices. You can buy both food and non-
food consumer goods.Baqer Mohebi is also known for making
chocolate and sweet treats.

7. Waitrose
Waitrose is a store quite similar to Spinneys. The store welcomes
many expatriates who want to buy fruits, vegetables, organic
meat, and cheese.The store offers a variety of British goods and a
very complete range of frozen foods.Waitrose is present in Dubai
Mall, Dubai Marina Mall, Motor City, and Jumeirah.

Different Price levels of Markets

Analysis and Interpretation

No of People Percentage
50-100 -
100-150 5%
 150-200 10%
200-250 85%

This table shows that on a average more than 200 customers visit
Carrefour Sharjah everyday.

This pie chart shows that on a average Indians visit carrefour the
most.

People Percentage
Children 10%
Teenagers 20%
Adults 60%
Senior Citizens 10%

This table shows that more number of adults visit the carrefour
store in comparison to Children,Teenagers and Senior Citizens.
 Country Percentage
India 20%
Bangladesh 20%
China 30%
USA 20%
Others 10%

This table shows that carrefour imports its products from

India(20%),Bangladesh(20%),China(30%),USA(20%) And from
other countries(10%).

Time Percentage
5am-10am 10%
10am-5pm 30%
5pm-10pm 50%
10pm-12am 10%

This table shows that on a average customers visit Carrefour at

5pm-10pm the most.

Department Percentage
Food 40%
Households Products 30%
Cosmetics 20%
Stationary 10%
This table shows that on a average the products which sell the
fastest on a decreasing order are:Food(40%),Households
Products(30%),Cosmetics(20%) and Stationary(10%).

Recommandations
I personally would recommend Carrefour to my family and friends
because they prioritize their customers more than anything and satisfies
all their needs and wants. I especially admire their enthusiasm towards
improving every step of the way by coming with new strategies to attract
and satisfy customers. It is recommended to add more counter space
especially during peak hours,festivals and weekends.It is also
recommended that Carrefour should make a play area for kids while
their guardian shops just for the ease of the customers. It is
recommended that to avoid pricing conflicts,Carrefour should establish a
pricing strategy and stick to it.Carrefour can also improve the
performance of its distribution channel by developing measurements and
tracking its performance. By tracking orders, volume and total revenue
regularly, they can identify and improve underperforming partners and
keep their top performers happy more effectively and efficiently.

Findings
 Carrefour prioritizes their customers over

everything and take all their opinions into

consideration

 Carrefour is involved in a lot CSR programs

which makes them very environment

conscious.

 It is the second largest retail group in the

world in terms of revenue and sales figures

after WalMart.

 In Carrefour, there is a new promotion every week

 Customers are attracted to Carrefour due to product

differentiation, reward deals and

advertisements

 Carrefour’s MyClub reward deal service is a free of charge

program which help

customers receive personalized coupons with attractive coupons.

 Customers can also collect and redeem points at checkout both

in store and online.

Conclusion
In conclusion, Carrefour is a one stop solution for all your daily
needs, wants and demands which offers almost anything a
customer may require and provides excellent service to their
customers making them a first priority.Carrefour is one of the
most successful retailers in the UAE. The company owes its
success to its pricing strategy that focuses on expanding its
market share by offering low prices. The company offers a variety
of products in order to satisfy the diverse tastes and preferences
of the customers in the UAE. This strategy is supported by the
company’s ability to use several distribution channels to reach its
customers.

Interview Schedule and Grid Layout

Store Layout

Interview Schedule
Interview with Carrefour Sharjah manager
Questionnaire
1.Which nationality visits the store the most?
a.Indians
b.Arabs
c.Philippines
d.Pakistanis
e.Syrians
f.Other
2.How many customers visit the store per day on a
average?
a.500 or more
b.1000 or more
c.2500 or more
d.3000 or more
e.200 or more
3.At what time do customers visit the store the most?
a.Morning
b.Afternoon
c.Evening
d.Night
4.Which age group visits the store the most?
a.Teenagers
b.Adults
c.Senior citizens
d.Kids
5.Which pricing strategy do you usually use?
a.Market Penetration Pricing
b.Market Skimming Pricing
c.Differential Pricing
d.Geographic Pricing
6.What is the most busiest time of the day?
a.9AM-1PM
b.1PM-3PM
c.3PM-7PM
d.7PM-11PM
7.What is your most best-selling product in terms of
categories?
a.Sony TV
b.Tea bags/Coffee
c.Biscuits
d.Soft Drinks/Chips
8.How convenient is the store layout according to you(on a
scale of 5)?
a.1
b.2
c.3
d.4
e.5
9.Are you satisfied with the store layout?
a.Yes
b.No
10.When do you usually restock your products?
a.Daily
b.Weekly
c.Every two weeks
d.Every three weeks or later
11.Where do you import most of your products from?
a.India
b.Pakistan
c.China
d.Saudi
e.Local market
12.How long does it take to deliver the carrefour products
when ordered from the app/website?
a.Same day delivery
b.1-2 business days
c.3-5 business days
13.How do you compete with your competitors in terms of
products?
a.Discounted prices
b.Bonus products
c.Variety of products
14.How much income do you earn in terms of sales on a
average per day?
a.1000 dhs or more
b.2000 dhs or more
c.3000 dhs or more
d.4000 dhs or more
15.What type of Promotional strategies do you usually use?
a.Social media advertising
b.Sales promotion
c.Public relations
d.Flyers and Pamphlets
16.In what order do you arrange the products in the store?
a.Price wise
b.Products with attractive packaging
c.Products which have high demand
17.Which products are restocked more often?
a.Diary products
b.Bakery products
c.Meat
d.Fruits and Vegetables
18.How often do you have Promotions?
a.Weekly
b.Monthly
c.Yearly
19.Did you ever have any trouble while coordinating with the
channel members?
a.Yes
b.No
20.Which products of the store is best-selling in terms of
electronics?
a.Smartphones
b.Gaming consoles
c.Laptops
d.VR Devices
21.How would you rate the hygiene of the products in the
store(on a scale of 5)?
a.1
b.2
c.3
d.4
e.5