DMART
DMART
Daily
Savings
Presented by:
Nupur Mathur
Jaspal Fande
Meghna Modi
Sachin Bahadkar
Cleavas
Retail Sector in India
ØRetailing is one of the pillars of the economy in India and
accounts for 13% of GDP
Ø
ØOver 12 million outlets operate in the country and only 4% of
them being larger than 500 sq ft (46 m2) in size
Ø
ØMost Indian shopping takes place in open markets and millions
of independent grocery shops called kirana. Around 11 shops for
every 1,000 people
Ø
ØIndia has the Highest shop density in the world.
Ø
ØThere are over 1,000 hypermarkets and 3,000 supermarkets
projected to come up by 2011.
Ø
ØAccording to the Icrier report, the retail business in India
is estimated to grow at 13% from $322 billion in 2006-07 to
$590 billion in 2011-12.
Types of Retail Sector
Retail Employment
are of Retailing in Employment Across Different Countries
Country Employment %
India 8%
USA 16%
Brazil 15%
Poland 12%
China 7%
Source : CRISIL
Mehnat Hamari Bachat Aap Ki ...!
MISSION
to be the lowest priced retailer in the area of operation / city / region
VISION
identify & make available new product categories for customer’s everyda
IMAGE SET - UP
ØSetting up an Image of a DISCOUNT STORE.
ØOffers VALUE FOR MONEY
ØProvides a lot of offers
•Some for a specific period
•Some throughout the year
ØTARGET GROUP:
•Value conscious
•Upper / Lower middle income
customers.
RETAIL FORMAT / MIX
LOCATION
D-mart's Expansion Began In 2007, When Stores Were Opened In
Ahmedabad, Baroda, Pune, Sangli And Solapur. Today, D-mart Is
Established In 45 Locations Across Maharashtra, Gujarat, Andhra
Pradesh And Karnataka.
MUMBAI SOLAPUR
NAVI MUMBAI
THANE
PUNE
SANGLI
KOLHAPUR AMRAVATI
@ KOPARKHAIRANE
•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.
SKIN CARE
WAY TO FIRST FLOOR
PERSONAL CARE
BAKED PRODUCTS
LIFT
PAYMENT
PAYMENT
REFUND COUNTER
COSMETICS
TOILET
VEGETABLES & GROCERY
DETERGENT
SOAPS
WATER
BAGGAGE
COUNTER
DRAWING & SCHOOL ARTICALS
PAYMENT
GROUND CUTOMER
PAYMENT
MEDICAL STORE
FLOOR SERVICE SNACKS AND SWEETS
COUNTER
TRIAL ROOMS
STORAGE
AR
WE
N S
ME
WAY TO II FLOOR
FASHION ACCESORIES
FROM GROUND FLOOR
LIFT
W A
OT
FO FASHION ACCESORIES
UNDER GARMENTS CLOTH PIECES
KIDS
FIRST
WEAR LADIES
FLOOR WEAR TRIAL ROOMS
PUJA ARTICLES
KITCHEN ITEMS
STORAGE
GIFT ARTICLES
TIFIN BOX
TOYS
UTENSIL
LIFT
BED SHEET , TOWELS , CURTAINS & PILLOW COVER
SPORTS EQUIPMENT SP
OR
TS
HOME APPLIANCES
UI
STORAGE
PM
EN
T
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 personnel's 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.
ERRORS :
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
2. Fruit & Vegetables
3. Beverages
4. Frozen Food
5. Dairy products
6. Personal and Home care
7. Foot wares
8. Cosmetic Items/ Beauty care
9. Medicines
10. Household utensil
11. Fashion accessories.
12. Movie CD’s and Gifts articles
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.
üA 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.
•
ERRORS IN MERCHANDISING
•At the apparels section, the new entries were not displayed
properly
•Products that needed appropriate cooling were not stored
properly.
ØFor E.g. The Cadburys chocolate had begun to melt on
the rack itself. As a result these items were not very
appealing to buy.
Øpackets 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
Hoardings in major places in Navi Mumbai.
D-MART presence in major newspapers.
Promotional offers were presented for most of the items at the
store.
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.
CITIES.
THREAT to D-MART