RETAIL

MANAGEMENT
PROJECT ON
Experience the Convenience

SUBMITTED TO
Dr GARIMA JAIN

SUBMITTED BY
BANWARI LAL
 D-MART
MEHNAT HAMARI BACHAT AAP KI...!

MISSION
“ TO BE THE LOWEST PRICED RETAILER IN THE AREA OF OPERATION
/ CITY / REGION.”

VISION
IT IS OUR CONTINOUS ENDAVOUR TO INVESTIGATE, IDENTIFY &
MAKE AVAILABLE NEW PRODUCT CATEGORIES FOR CUSTOMER’S
EVERYDAY USE & AT THE BEST VALUES THAN ANYBODY ELSE
 IMAGE SET-UP
 Setting up an Image of a DISCOUNT STORE.
 Offers VALUE FOR MONEY

 Provides a lot of offers

 Some for a specific period
 Some throughout the year

 TARGET GROUP:
 Valueconscious
 Upper / Lower middle income customers.
RETAIL FORMAT / MIX
 LOCATION

 Situated at Koparkhairane since the last seven years.

 This area has got lot of potential in terms of customers.The
middle income group mainly resides here and nearby areas.
 There is lot of traffic (both vehicular and pedestrian). Also it is
easy to access from Koparkhairane side since TMT, NMMT,
KDMT and BEST bus stop is nearby.
 Large frontage makes mall clearly visible from outside.

 ATMs are available near the mall for one to withdraw money,
if required.
 PARKING
 Parking at this mall is a big problem for shoppers. Since there is
no parking space provided by mall, the customers have to park
their vehicles at their own risk.

 The visitor face problem in finding parking space, sometimes

they spend lot of their time in searching for parking space or
even need to go far off in order to park their vehicles.

 After having shopped from the mall, carrying the purchased

items (sometimes heavy) till the vehicle becomes a big issue.
 LAYOUT

 All FMCG products which are used daily are kept on the
ground floor
 The Vegetables and medicines counter are also situated on
the ground floor.
 The first floor is mainly for apparels/Garments. Mens,
women and kids wear are available on this floor
 The second floor stores all the home appliances, utensils,
sports equipments, and gift articles etc.
 Each section has one attendant on average. The floor
cleaning activity is outsourced.
 TOILETRIES
COLD STORAGE E
RAG
MANAGER
BISCUITS & FARSAN ST O
FLOOR

SKIN CARE
WAY TO FIRST
FLOOR
PERSONAL CARE

LIFT
REFUND BAKED PRODUCTS
PAYMENT
PAYMENT

COUNTE
R

COSMETICS

TOILET
DETERGENT
SOAPS
VEGETABLES &
GROCERY

WATER
BAGGAGE
COUNTER DRAWING & SCHOOL
ARTICALS
PAYMENT

MEDICAL
GROUND CUTOMER SERVICE PAYMENT STORE
FLOOR COUNTER SNACKS AND SWEETS
ROOMS
STORAGE
TRIAL AR
E
S W
EN FASHION
WAY TO II FLOOR
M
ACCESORIES FROM GROUND
FLOOR

LOW PRICE T-
E S

LIFT
SHIRTS
AR
O TW FASHION
F O UNDER ACCESORIES
CLOTH
GARMENTS PIECES

KIDS LADIES
FIRST TRIAL
WEAR WEAR ROOM
FLOOR S
 PUJA

STORAGE
ARTICLES KITCHEN ITEMS GIFT
TIFIN BOX
ARTICLES
TOYS

FROM FIRST
FLOOR

UTENSIL

LIFT
BED SHEET, TOWELS,
CURTAINS & PILLOW
SPORTS EQUIPMENT
EQ COVER
SP IPM
OR E
U

STORAGE
TS NT

LUGGAGE &

APPLIANCES
HOME
BAGS
SECOND
FLOOR
 EXTERIOR DESIGN
 The exterior also houses baggage counters and safe deposits
 Certain food and refreshment stalls for the shoppers to enjoy.

 Metal railing are built for the shoppers to sit and rest.

 Security personnels are employed to check the customers with

metal detectors for security reasons.
 There is a single door for entry, whereas two doors for exit.

 Located in the middle of koparkhairane. The exterior design is

very ordinary and functional at best. It consists of a three storey
complex. The building is painted white with D-MART logo
clearly visible from the road.
 INTERIOR DESIGN
 The interiors are green, associating it with the colour of their logo.
 The whole store was floored with ceramic tiles. Adequate light was
focusing on product for the convenience of the customers.
 Music was pure soft hindi music which appealed to the target
customers.
DRAWBACKS :
 There was no proper storage space, heavy bulky products can be
found lying on the floor.
 There is hardly any space between the two parallel racks selling
general products.
 The shopping trolleys are not allowed to be carried from one floor
to another floor.
 The ceiling was not properly constructed as a result the A/C duct
and outlets were exposed completely.
 CATEGORY OF PRODUCTS

 1. Grocery  8. Cosmetic Items/ Beauty

 2. Fruit & Vegetables care
 3. Beverages  9. Medicines

 4. Frozen Food  10. Household utensil

 5. Dairy products  11. Fashion accessories.

 6. Personal and Home  12. Movie CD’s and Gifts

care articles
 7. Footwares  13.Apparels/Garments
 MERCHANDISE
 The product mix is good & lot of variety is available.
 The assortments for apparels is done as per the price and size.

 The D-Mart offer price and the Max. Retail Price both were
visible on the price card
 During the festival season, the festival items are kept in the main
area.
 A wide variety of festival and decorative items for Ganpati and
Navratri festival are kept along the main passage.
 The whole area was divided as per the products that they offered
like apparels, stationeries, crockery’s, sanitary items, gift articles,
steel items, detergents, vegetables, fruits, etc.
 DISADVANTAGES OF
MERCHANDISING
 At the apparels section, the new entries were not displayed
properly
 Products that needed appropriate cooling were not stored
properly.
 For Eg The Cadburys chocolate had begun to melt on the rack itself.
As a result these items were not very appealing to buy.
 packets of chocolate which were damaged were kept on the shelf
which gave a bad impression to the customers.
 In the passage lot of material was stored thus blocking the
movement of the customers.
 Only one way movement of Shoppers is possible.
 ADVERTISING & PROMOTION
 D-Mart hoardings can be found on the lamp-posts on major
roads in Navi Mumbai area.
 D-MART usually advertises in major newspapers giving
information about their latest offers
 Promotion and sales offers were present for most of the items.
 E.g. There were a discount of 10 % on all CINTHOL products and
Cadbury chocolates.
 There was one separate whole shelf for products that were
offered at huge discount
 for instance “HALDIRAM” sweets were selling at Rs.25 wherein the
actual MRP was Rs.45.
 DRAWBACKS:There is no proper hoardings that shows D
MART is in vicinity.
 PRICING
 The prices offered are economical in D-mart.
 EDLP (Everyday low pricing) pricing strategy is followed.

 D-Mart offers minimum 2% to 10% discount on MRP and straight

5% on medical product, except grocery, vegetables and fruit items.
 (Bundled price) Two or more products were packed and were
available at a discounted price.
 E.g.:- Santoor soap bundled along with a Wipro CFL bulb.
 Multiple unit pricing: - This strategy was followed for stimulating
sales.
 E.g.:- Soap bars bundled together
 SERVICES & PERSONAL SELLING
 There were personal Selling for some newly launched products.
 We observed an instance of personal selling for Procter and Gamble products
like the Olay cream.
 Also there was a huge amount of personal selling in case of perfumes and
cosmetics and apparels.
 The service offered was okay. (Regarding- Security, Baggage counter)

DRAWBACKS :
 The many staff were unfriendly and unfamiliar with rules.
 There were huge queues for billing products, there was no segmentation
done for the customers on the basis of their purchases.
 Also customers frequently complained the debit/credit cards machines
were not operating properly
 SWOT ANALYSIS FOR D-MART
STRENGTH
 Low price, competitive price
 Good/stable image as a retail store

 Spacious and situated at a prime location

WEAKNESS
• Low brand loyalty among customers. Big bazaar has huge
loyalty factor
• Poor space utilization in stores.
• No backing of a known corporate/business house.
• Doesn’t sell electronic equipments, which are currently in
huge demand.eg Laptops,Plasma TV’s, Digital
cameras,Mobile phones.
• Stand alone stores, not situated in any commercial
building/malls/hub.
 OPPORTUNITIES
 Booming retail sector.
 Limited presence in Suburbs, town markets can be potential
untapped markets in major cities.

THREAT
 Presence of competitors like Big bazar, Walmart, Reliance retail.
 Global Retail MNC’ S can open individual stores once FDI cap
is removed.
 SUGGESTIONS
 Operational floor is mainly utilized for storage. D-mart should
build better storage shelves in the basement area, where back
office is situated.
 Adequate and spacious trial rooms should be provided to avoid
rush during peak hours and holidays.
 Products should be kept in shelves ,instead of products lying on the
floor.
 Adequate shelves should be made instead of using the cartons of
boxes doubling up as a shelf.
 The products were not properly kept on the shelves, and every
shelf had certain damaged goods, so regular monitoring is
necessary.
 The staff is not well trained to handle customers belonging to
different backgrounds and attitudes, so better selection and
training programs should be initiated.
 The Ceiling is not appropriately constructed, as a result the
A/C duct and outlets are exposed completely, we recommend
D-Mart can hire services of a well renowned Retail interior
specialist, and his services/recomendations can be adopted for
the retail outlets of D-mart.
 D-Mart doesn’t have its website, so they should create its new
website, which is updated on a regular basis.
 They don`t allow customers to carry trolleys from one floor to
another, So this practice should be avoided, and care should
be taken that customers don’t face inconvenience while
shopping.
 D-Mart should advertise regarding its outlets more often and
should spend more on advertising for greater reach.
 Separate billing counter should be provided for shoppers
purchasing few products / for faster customer turnover.
 A N K
T H
Y O U