RETAIL

MANAGEMENT

TOPIC:RETAIL OUTLET- D-MART

Experience the Convenience

Mehnat humari bachat aapki

MEMBERS ROLL NO.
1.SWATI SATYAL 49
2.SAMEER.SHAIKH 50
3.NISHANT.SETHURAYA 60
4.ASHWIN . S 03
5.JAY.HARISINGHANI 14
6.RAJEEV.SINGH 52
INTRODUCTION:
Avenue Super Marts Ltd.
Avenue Super Marts Ltd (ASL) owns and operates
hypermarkets and supermarkets by the store name D-
Mart.
D-Mart seeks to provide a one-stop shopping experience
for the entire family, meeting all their daily household
needs. A wide selection of home utility products is
offered, including foods, toiletries, beauty products,
garments, kitchenware, bed and bath linen, home
appliances and much more.
Since D-Mart first opened its doors in the Mumbai region
in 2000, it has grown into a trusted and well-established
shopping destination in Maharashtra, Gujarat, Andhra
Pradesh and Karnataka.  D-Mart is now looking forward
to growing its stores across India.
Culture
At ASL, we’re strong believers in deriving excellence in
customer service through systemic training and rigor at
work. We value simplicity and humility in our people and
strongly believe that integrity and merit is the only route
to growth at ASL.
MISSION:
“To be the lowest priced retailer in the area of
operation/city/region’’.
VISION:
“It is our continous endeavour to investigate,
identify and make available new products
categories for customer everyday use and at the
best values than anybody else’’.

LOCATION:

D-Mart is situated at a strategic location at Bhandup and

Mulund Junction. There has been a drastic change in the
Bhandup-Mulund belt since last two years. Most of the
industries along this side are converted into residential
areas while the remaining are closed down. This area has
got lot of potential in terms of customers. This is the
reason malls have cropped up in this area. There are 2
more malls nearby namely Nirmal Lifestyles and R-Mall,
which are crowded. The middle income group resides in
this and nearby areas. There is lot of traffic (both
vehicular and pedestial) along this belt since it is the main
road towards Thane. Easy to access from Bhandup and
Mulund side since BEST bus stop is nearby. For Navi
Mumbai-ites, the accessibility is a bit difficult since they
have to pay a heavy toll charge. Visibility is poor from
outside. One can hardly see the board of D-Mart. The
entrance has lot of trees which makes it difficult for a new
comer to identify the place. Also, there are no hoardings
near the mall to indicate that the mall is on this side.
ATMs are available near the mall for one to withdraw
money, if required.

PARKING:
Parking at this mall is a problem on weekends and
national holidays since the visiting crowd is more
than the available space.
LAYOUT: 
Layout is fairly simple and it is kept simple with a
view to keep everything that customer in his eye
sight and reach. The whole store has been divided
into various sections according to the categories that
are stacked there. Is was found the most used
products i.e. FMCG were very easy to spot and
purchase.
TARGET CUSTOMER:
D-mart projecting itself as a discount store targets
the middle income group. The area in which it is
located is predominantly middle class residential
area. So the location is such that it is very
convenient for its target customers. Also it is a very
fast growing and value conscious segment. In order
to attract their attention, D-mart keeps giving several
offers that directly projects greater value to the
customer.

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:
 Value conscious
 Upper / Lower middle income customers.

BRANCHES
Maharashtra
 Mumbai
 Navi Mumbai
 Thane
 Pune
 Solapur
 Sangli
 Kolhapur
 Amravati
Gujarat
 Ahmedabad
 Rajkot
 Baroda
 Surat
 Anand
Andhra Pradesh
 Hyderabad
Karnataka
Bengaluru
CATEGORIES OF PRODUCT

 Foods
 Toiletries and Beauty products
 Garments
 Kitchenware
 Bed and Bath linen
 Toys & Games
 Stationery
 Home Appliances
 Footwear
 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.
 The exterior design of D-MART is very
ordinary and functional at best. It consists of
a small complex with trees lining its front
entrance. 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
withceramic 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.
 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
1) At the apparels section, the new entries
were not displayed properly
2) 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.
3)In the passage lot of material was stored
thus blocking the movement of the
customers.
4)Only one way movement of Shoppers is
possible. One way movement was possible.
And if a customers has parked his trolley
to select a particular product then the
other customer had inconvenience to
move ahead. At the apparels section, the
new entries were displayed by hanging it
on the wall. These products were placed at
such a height that it was difficult to see
them. Looking at it for 2 minutes would
strain ones neck.
ADVERTISING & PROMOTION
 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.
 There were personal Selling for
some newly launched products.
 Promotion and sales offers were present
for most of the items.There were a discount
 of 10 % on all Navneet products and
Cadbury celebrations.There was one
separate whole shelf for garbage dust bin
bags selling at Rs.29 wherin the actual MRP
was Rs.45.In case of apparels there is a
variety available ranging from
menswear,womenswear and kidswear.
 Separate shelf for more discounted
products.
 Separate shelf for newly launched
product.
 PRICING
The prices offered are economical in D-
mart.
1. EDLP (Everyday low pricing) pricing
strategy is followed.
2. D-Mart offers minimum 2% to 10%
discount on MRP and straight 5% on
medical product, except grocery,
vegetables and fruit items.
3. 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.
5)Multiple unit pricing: - This strategy
was followed for stimulating sales.
 E.g.:- Soap bars bundled together

SWOT ANALYSIS
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.
 More Growth

THREATS:
 Competitors
 Entering of MNC’s in indian
market.
RETAIL FORMAT
 SUGGESTIONS
 Adequate and spacious trial rooms
should be provided to avoid rush during
peak hours and holidays.
 Adequate shelves should be made
instead of using the cartons of boxes
doubling up as a shelf.
 The staff is not well trained to handle
customers belonging to different
backgrounds and attitudes, so better
selection and training programs should
be initiated.
 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.
 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.
 The products were not properly kept on
the shelves, and every shelf had certain
damaged goods, so regular monitoring
is necessary.
 Operational floor is mainly utilized for
storage. D-mart should build better
storage shelves in the basement area,
where back office is situated.
THANK YOU