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PCTE Group of Institutes

Ludhiana
CORPORATE FINANCE AND POLICY
MBA I Semester
P RESENTATION S YNOPSIS

TOPIC: INVESTMENT PROJECT

NAME: Yatna Jain, 2312436
CLASS: MBA 1C
SUBJECT: Marketing Management

Where I invested the money?

D MART-It is a private company and is associated with the retail industry. It was
launched in year 2002 by its esteemed founder RK Damani. It is a chain of
supermarkets and hypermarkets established in India. It is a one store outlets that offer
wide variety of products at affordable prices along with moto of customer convenience.

RELIANCE RETAIL- It was established in year 2006 by Dhirubhai Ambani and is

currently headed by Mukesh Ambani. It is the subsidiary of Reliance Industries. It is
the largest retail chain in India in terms of its revenue.

ADITYA BIRLA FASHION AND RETAIL LTD- It is an Indian Fashion retail

company headquartered in Mumbai. It emerged as a result of consolidation of the
branded apparel businesses of Aditya Birla Group, comprising Pantaloons and Madura
Fashion Division. It is founded by Kumar Manglam Birla in 2015.

SHOPPER STOP- It is an Indian department store chain, owned by K Raheja

Corporation. It has 86 stores in 40+ cities in India.

BASIS OF SELECTION:

MARKET SHARE AND TURNOVER-

RELIANCE RETAIL- 22% to 38% share after joining hands with Future Group along
with turnover of 2.8 trillion Indian rupees.

D MART-Mainly in Western India, with one third of them in Maharashtra alone with
turnover of 13,247 crore in last quarter.
ADITYA BIRLA FASHION- There are 3977 stores across different cities with turnover
of 11.7 billion Indian rupees.

SHOPPERS STOP- There are 86 stores in 40+ cities with turnover of 26.6 billion Indian
rupees.

PRODUCT STRATEGY-

RELIANCE RETAIL- Product offerings include petroleum products, petrochemicals,

textiles, consumer goods, telecommunication services, natural gas and digital services.

D MART- Product Offerings include groceries, household essentials, apparels and

footwear, electronics and appliances, kitchen and dining, home and furniture, toys and
games, beauty and personal care along with automative accessories and sporting goods.

SHOPPER STOP- Segmentation on the basis of men, women and children, gifts, home
furnishing and decors along with sister brands. Innovation in private beauty label
named Arcelia. Investment in private brands.

ADITYA BIRLA FASHION AND RETAIL- Portfolio addressing varied segments such
as men, women, innerwear, ethnic and kids. Deals in value, sub premium, premium,
super premium and luxury products.

PRICING STRATEGY-

RELIANCE RETAIL- Cost based pricing, based on industry standards, competitive

pricing, penetration pricing and premium pricing.

D MART- Early payment strategy, lower pricing strategy, private label products along
with minimal frills and low operating costs.

SHOPPER STOP- Competitive pricing, discounts and sales event, price range, strategic
pricing for new arrivals and target customer segments.

ADITYA BIRLA FASHION AND RETAIL- Cut price points to focus on value fashions.
Fashion at affordable prices ranging from 500 to 1500 rupees in the new trend. Profit of
21.83 crore from lifestyle brand alone.

PLACE STRATEGY-

RELIANCE RETAIL- Operates about 18000 stores across 7000+ cities. Online orders
through Jio Mart and Ajio apps. Constant focus on increasing no. of store. Strategic
locations for manufacturing and refining.

D MART- Elimination of middlemen, effective utilisation of space. Low debt company

operating initially on low scale. Stay away from shopping malls and fancy.

SHOPPER STOP- Integrated store layout, shift towards premiumisation, Omni channel
strategy along with wide geographical presence.

ADITYA BIRLA FASHION AND RETAIL- Network of 3977 stores across the country
headquartered in Mumbai. Indirect channel of marketing is used.
PROMOTION STRATEGY-

RELIANCE RETAIL- Word of mouth promotion, focus on CSR activities, bearing

vaccination costs of its employees along with social media presence.

D MART- Heavy discounts, everyday low prices along with customer engagement.

SHOPPER STOP- Communication strategy, festive promotion campaign, gift vouchers

along with advertising.

ADITYA BIRLA FASHION AND RETAIL- Advertising campaigns include blur the
boundaries and big is what big does campaign along with digital presence.

REFERENCES-

 https://m.economictimes.com/markets/expert-view/how-shoppers-stop-changed-
its-strategy-to-lure-customers/articleshow/72258633.cms
 https://www.marketing91.com/marketing-mix-shoppers-stop/
 https://www.marketing91.com/marketing-mix-of-reliance-industries-reliance-
industries-marketing-mix/
 https://www.marketing91.com/marketing-mix-d-mart/