SUMMER TRAINING PROJECT REPORT

ON

“A STUDY MARKETING STRATEGY OF V-

MART”

Towards partial fulfillment of

Master of Business Administration to
Dr. A P J Abdul Kalam Technical University, Lucknow

Presented By:
ABHISHEK MISHRA
ROLL NO.- 2201220700003
MBA 3rd Sem.
 INTRODUCTION

Marketing strategy
There are many explanations and definitions which tell you what is a marketing strategy. However, it all
boils down to one sweet and simple explanation. Marketing strategy basically tells you WHAT you are
going to do for the marketing of your product / firm or organization.
Marketing strategy is a small part of Business strategy. Where business strategy deals with
manufacturing, operations, procurement etc; Marketing strategy will look towards marketing mix,
business environment, distribution and other such marketing related areas.
Both, business strategy as well as marketing strategy, are important for a firm to move forward. A
firm needs to know what Business strategy it needs to follow? Which businesses will the organization like to
be present in? Where is the industry heading? And what moves need to be taken to establish and sustain the
business?.
The same way a firm needs to know its marketing strategy. What are the organizations strengths and
weaknesses? What products does it have? What segment can these products be sold to? Can we design
a new product? Where are gaps present in the system so that an optimum marketing strategy be designed?
 COMPANY PROFILE
V-Mart is a complete family fashion store that provides its customers true value for their money.
V-MART offer V-MART customers a great shopping experience each time they visit V- Mart store by offering a
vast range of products under one roof. Maintaining high standards in quality and design, V-Mart offers fashion
garments at down-to-earth prices and over a period of time has emerged as the destination of choice for bargain
hunters and the fashionable alike.
MART primarily operate in tier II & tier III cities with the chain of “Value Retail” departmental stores. V-MART
stores cater to the needs of the entire family altogether by offering apparels, general merchandise and kirana
goods.
“Price Less Fashion” is the main motto through which we believe in providing the latest trends to the upwardly
mobile Indians at the best possible price.
MART have 108 stores across 91 cities in 12 states and union territories, with a total retail area of 8.63 Lac sq.ft
(7.74 Thousand Sq Mtr.).V-MART stores are located in prime states/cities such as Bihar, Chandigarh, Gujarat,
Haryana, Jammu and Kashmir, Madhya Pradesh, New Delhi, Punjab, Rajasthan, Uttarakhand and Uttar Pradesh.
V-MART
ORIGIN OF are among
V-MART the pioneers in setting up modern ambiance stores or large retail malls across various small
towns and cities like
First incorporated as including Sultanpur,
Varin Commercial Ujjain,Limited
Private Motihari, Faizabad
under and more.Act in 2002 in West Bengal. Then
the Companies
in 2003, we opened V-MART maiden store in Ahmadabad (Gujarat).
In the Year 2004 we have opened V-MART first store in capital city, New Delhi.
Further in 2006 V-MART have crossed 1 lac sq.ft. retail space and subsequently renamed to V-Mart Retail
Private Limited.
In the year of 2008, V-MART hit the base by registering V-Mart Retail as a public limited entity and also
crossed the turnover of 1,000 million Rs. As the time passes by we took the shape of a renowned family brand
that caters the needs of whole family by offering high quality retail products.
Along with growing customers, we achieved a turnover of over Rs 2,000 million in 2011-12 In the Year 2012 V-
MART have crossed the retail space of 5 lac Sq. Ft.
 OBJECTIVE OF STUDY

• To evaluate the recent trends of Indian retail industry in order to come out with

prospects for India’s one of leading retail chains V-Mart.

• To have a proper understanding and analysis of V-Mart.

• To know the marketing strategies that V-Mart adopted to make a good relationship

with its customers.

• To know the people perceptions towards V-Mart.

 RESEARCH METHODOLOGY
My research design
I have chosen descriptive research design for my study because I am interested in knowing the marketing strategies adopted by V-
Mart.
To accomplish the predefined objectives of the research, descriptive research design is used to collect the require information from
the sources. It’s a fact finding approach generalizing a cross sectional study of the present situation.
Designing the questionnaire
Structured questionnaires and observation method have been used to conduct the research.
Sampling method
Specific sampling method was used to collect the data from the respondents because sample size is large. Customers & employees
of V-Mart were selected for the survey.
Sampling unit
The data was collected from the Customers & employees by questionnaire and observation method in the V-Mart (Bhojubeer,
Varanasi).
Sample size
The data were collected from:
100 customers
Data collection:
There are two major methods of data collection:
Primary data
Secondary data
Primary data collection is used when there is need for collecting first hand data. In such cases, no adequate and usable data is
available to the researcher.
Secondary data collection is used where adequate and usable data is available to researcher. Primary data collection by one person
may become secondary data for another.
In my research study I have used both primary as well as secondary data collection method. For primary data observation method
is used, and for secondary data the sources used are books, journals, magazines and Internet.
Data analysis
All the recommendations in this project have been suggested keeping in mind the thorough analysis of all the steps in recruitment
process.
 DATA ANALYSIS AND INTERPRETATION
Q1) How often do you come at V-Mart?

60
51 No. of respondents

50

40

30
18
20 13
10
8
10

0
Once in a week Twice in a week Once in a month Twice in a once in a year
month

Interpretation:
The observation shows that 51 % of people out of 100 respondent surveyed visit V-Mart twice a
month which shows that local customer visit V-Mart many times. 18% prefer at V-Mart once in a
month. It is also observed that 13% of total respondents prefer to visit V-Mart once a week. Data
also revealed that 8% of respondent prefer to go at V-Mart twice a week and 10% of customers go
to V-Mart once in a year.
 Q3) On an average how much amount of money do you spend on
a visit?

43
45

40 No. of respondents
35
29
30

25

20
14
15 10
7
10

0
Below 500 500-1000 1000-1500 1500-2000 2000 & above

Interpretation:
The analysis shows that 43% of spend Rs. 1000-1500 on a visit at Vishal Megamart whereas 29% of
respondents said that they spend Rs. 1500-2000. 10% of customers spend above 2000 on a visit at
vishal megamart. Only 14 % of customers spend from Rs 500-100 and 7% of respondents spends
below 500 Rs. on a visit at V-Mart.
 FINDINGS
• It is found that 35% of the people came to know about V-Mart through T.V.
• It is found that consumer attitude towards frequency of visit seems that 51% of majority
consumers prefer to visit the store twice a month.
• The main selling area of V-Mart is Food, Grocery and Garments.
• The analysis shows that 47% of spend Rs. 1000-1500 on a visit at V-Mart whereas 31% of
respondents said that they spend Rs. 1500-2000. Only 14% of customers spend above 2000 on a
visit at V-Mart.
• The analysis shows that large numbers of customers mostly consider variety of products at V-
Mart.
• Majority of respondents that is 71% of respondents feels that V-Mart gives best offers to the
customers.
• Majority of customers that is 85% of customers said that they are satisfied with the sales
promotion techniques of V-Mart. 15% of respondents feel that they are not satisfied with the
sales promotion techniques of V-Mart.
 LIMITATION

Although it would have been nice to conduct a perfect research study, but this study is conducted under certain
limitations, which were faced while doing this research. So it is highly recommended to consider these limitations
while going through the project study.
These limitations are as follows
LIMITATION OF DATA
The statistical data regarding the city was not available to us on secondary source of data and to generate such
data on the primary source was a task, which cannot be achieved in such a short time.
LIMITATION OF TIME
The limitation of time was another constraint in the study as the study had to be conducted in few months
therefore many aspects have been left unexplored. Locating the target customers is very time consuming.
Research period is not just much enough to know fully about the Price strategies & consumers perception about
V-Mart.
 SUGGESTION AND RECOMMENDATION

• Company should try to increase publicity in and around 0-10 kms of V-Mart with the help of
different modes like local FM radio, print media, and posters especially when there are special
schemes for customers.
• V-Mart should introduce various schemes periodically, say once in forth nightly.
• Consumers most prefer to buy food items, grocery and oil ghee from V-Mart store.
• It is suggested that the company should adopt aggressive marketing campaigning and
advertising during times of seasonal bulk items like wheat, oil, ghee, spices etc. and provide
fair discounts on bulk purchase.
• From the consumer perception evaluation of the store and services it is recommend that store
should maintain the quality level in each categories of product.
• Making stalls in corporate mela’s like trade fair, maybe beneficial to create brand image of its
product
• Store should provide free home delivery facility.
• Company should provide regular training to their staff and aware him with the modern
 CONCLUSION
In the research we found that Indian retail industry is very complicated in nature because the taste
and preferences of the customers vary a lot in nature. The customers are very choosy in nature; they
are not ready to compromise with their requirements. The customers have lots of option related to the
choices. There are many competitors in the retail industry. So the sales and promotion activity of the
company is the only tool to attract the customers.
In the study we found that V-Mart is one of the most successful retail stores in India. They apply
various methods of sales and promotion. They apply most of the tools on weekly basis. They also
keep on changing the methods regularly. They do so because they know that if they have to sustain in
the market will need to give their customers always something new.
But still the customers face some complaints such as:
Low variety of products are available only and customization of products is not there.
Prices are not mentioned at all places and at all products.
Prices are not competitive as they are assumed to be higher when consumers are visiting other retail
outlets.
Lack of space in the store while shopping and moving within a store.