RETAIL MARKETING PROJECT- (GROUP-D)

RETAIL CATEGORY- SUPER MARKET

PARTICULARS SUPER MARKET-1 SUPER MARKET-2 SUPER MARKET-3

NAME OF THE STORE POTHYS SUPERSTORE NACHYAR KALPANA STORES

SUPERMARKET

TYPE Organized store Organized store Unorganized store

LOCATION OF THE DESTINATION STORE HIGH STREET (Near to the CONVINIENCE (Palay
STORE (Nellai Town) palay bus stand) Market)

AREA OF THE STORE 22,000 SQ.FT 6000 SQ.FT 800 SQ.FT

NUMBER OF WORKERS 140 40 6

4 Managers 3 cashiers 1 cashier(owner)

2 workers on each section 1 worker on each section 5 workers

(Store Workers and

Promoters)

WORKING TIME 9 A.M TO 10 P.M 9.30 A.M to 9.30 P.M 9 A.M TO 10 P.M

(TWO SETS OF
WORKERS

9 A.M TO 9 P.M (OR )

10 A.M TO 10 P.M

SITE FEATURES Store is not visible. It is Store is visible to the people. Store is visible to the
present on the people.
underground. Parking space is present in
front of the store. No parking space as it is
Separate parking facility present in a place where
available. Low pedestrian traffic. many stores are present.

Pedestrian traffic is high. Accessible to public Present on the major area

transport within walkable where public transport is
Easily accessible with distance available very frequently.
public transport.
AREA’S STORE No exact similar kind of 1 competitor is present HEAVY COMPETITION
COMPOSITION store are present. But the within its area- ARYAAS exists and 5 to 6
area is comprising of other SUPERMARKET competitors are present
speciality stores and within the area
wholesale stores which
acts as the competitor.

FLOOR TYPE Tiles Tiles Cement floor

STORE LAYOUT Expensive electronic and Snacks, biscuit items(more Major grocery items such
decorative items are variety of biscuits) are as food, dal are presented
presented in front. present in front in front
Separate sections such as

PRIVATE BRAND A separate private brand It also has its own brand in NO private brands
exists for major masala food groceries in the name
items in the name of of NACHYAR
NAACHIYAAR

SIGNAGE Each section and their Simply the No signage

details are presented on department/section names
the top of the section.Big are presented with no
size signage along with attractive design or colours
images.

Bright lighting( white Adequate lighting is present. Very bright lighting to

lighting) no other colours attract customers(15
LIGHTING lights)

SOUNDS Relaxing melody music is No sound or music or song is No music is played.

playing all the time played.

NUMBER OF RACKS 5 racks for each and every
section
5 racks or sometimes 6 racks
No rack type.
Items are arranged on
shelves which are made
visible to customers in
front of store
NUMBER OF BILLING 8 counters each consisting 3 counters 1 cashier(billing was done
COUNTERS of 1 cashier and 1 helper by workers)

DOOR TYPE Glass door- normal Glass door – SLIDING TYPE NO DOORS- As it is a
type(PUSH TYPE)

AVAILABILITY OF YES –more varieties at Vegetables are not present Vegetables are not present
VEGETABLES low price

AVAILABILITY OF Yes –iron box, bread No electronic goods are No electronic goods are
ELECTRONIC GOODS toaster, mixer, grinder are present present.
present

AVAILABILITY OF Yes- a wide range of It is present but the range of No such things are
HOUSEHOLD THINGS plastic as well as metal variety is low. present.
AND VESSELS items are present

SEPARATE RACK RENT 10,000 to 15,000 per No such practices are done. Mixed availability of all
month for a rack set of 6ft goods of all brands not
height and 5 ft length focusing on particular one.

OFFERS Huge offers(5% to 50%) Basic 10% offer (except some No discount in percentage
during festivel time selected goods) as the price itself is lower
(which includes both the than others
store discount as well as
brand offers)
 HEIGHT OF THE 12 ft 12 ft 20 ft
CEILING
Partly air conditioned and Fully air-conditioned Only fans are present in
partly fans are present

PRESENCE OF GODOWN At the back of the store At the back of the store Inventories are present
within the store at the
separate room

PRESENCE OF Enough number of Number of baskets and No carts

SHOPPING (CARTS/ different size baskets and trolleys are less in number but
trolleys are present. are enough as the customers / basket are present
BASKET) visited the store at the time is
less.