SinhgadTechnicalEducationSociety’s

SINHGADCOLLEGEOFSCIENCE
AMBEGAON(BK),PUNE-41.

DEPARTMENTOFCOMMERCE
BBA/BBA(IB)
(CBCS)IndustrialVisitBook
AcademicYear20-20

Name of student…PRATIKSUNILBONGALE

Class:-TY-BBA Division A Sem:5th

Roll No. SPPU Exam Seat No.

Course Name:-

Course code:-505

CourseCredit---------------------------------------

STUDENTPROFILE

Academic Year:……2021-2022……Sem………5th……….

Name:__Pratik Sunil Bongale________

Class:_________TY-BBA_______Division:___A RollNo._____

MobileNo.1.__9834453943________2.________________________

EmailID:__________2032pratikbongale@gmail.com_____________

PermanentAddress:___GulmoharRecidencyWing:-BFlatNo.4
AmbegaonPatharPune:-411046__

CorrespondenceAddress:_____GulmoharRecidencyWing:-BFlatNo.4
AmbegaonPatharPune:-411046__

Parent’s/Guardian’sName:____SunilNamdevBongale_____

Parent’s/Guardian’smobileNo._______9834453942__________

Parent’s/Guardian’sEmailID________________________________________

Student’sSignature Parent’s/Guardian’s
Signature

SinhgadTechnicalEducationSociety’s

SINHGADCOLLEGEOFSCIENCE
AMBEGAON(BK),PUNE-41.
LETTEROFINTRODUCTION
DearSir/Madam,

ThisistointroducedMr./Miss____________________________________________
WhoisstudyinginF.Y./S.Y./T.Y.BBA,BBA-(IB)Classofourcollege.His/HerRoll
No.is_____________

SavitribaiPhulePuneUniversityhasdeclaredsubmissionofpracticesasan
essentialrequirementforthesuccessfulcompletionofthecourseforthe
preparationofthesepractices,astudentisrequiredto– 1.Collectnecessaryrelevantdocuments.
2.Undertakestudytours/visittobusinessenterprises.
3.Makesurveyandgetthequestionnairesfilled.
4.Interviewthepersonconcerned.
Itwillbehighlyappreciatedifyoucouldkindlyextendhim/heryourcooperationinthisregar
d.Theinformationfurnished,documentsgivenor
opinionsexpressed,wouldbeusedstrictlyforacademicpurpose.

Date:// SignatureofCourse
Teacher

AcknowledgementfromBusinessEnterprise
ThisistocertifythatMr./Miss_________________________________________________
astudentofSinhgadCollegeofScience,Pune.He/Shehassuccessfullycompleted
his/hervisitforcompletionofcourseactivityfortheperiodfrom________________to
__________
Wefoundhim/herverysincereandhardworking.
Wewishhim/hergoodluckforhisfuture.
Name&SignofAuthority SealofBusinessEnterprise

StudentshouldbegineachActivityasfollows

1.TitleoftheActivity:__________________________________________

2.DateofSubmission:

2.1:ScheduledDateofSubmission
2.2:ActualDateofSubmission
3.NameOftheGuide/expert/organizationVisited

:___________________

4.ObjectivesoftheActivity:_____________________________________

5.Scopeoftheactivity:_________________________________________.

6.Outcome/Takeawayoftheactivity_____________________________

7.NameoftheDocuments,Clippingcharts,Photos,presentations

etc.attached:____________________________________________________
__
 CERTIFICATE

Date:- 25th Jan 2022

This is to certify that the Project Report conducted D mart, Pune. Mr. Pratik Sunil
Bongale is student of Sinhgad College of Science is successfully complete the
summer internship program Report duration of 06Nov to 25 Jan., partial
fulfillment degree in Bachelor of Business Administration. He/She has a complete
a project work “Employee required Department” under my guidance. During the
training we found him/ her to diligent and hard working. We wish him/her
success for his/her future endeavors.

Signature and Stamp

 Bachelor of Business Administration
TO
Sinhgad College of Science

Is a record of bonafide internship carried out under my supervision and guidance. His/her has attended
the required guidance sessions held. This report has not been submitted for the award of any other
degree/diploma/fellowship or similar titles or prizes.

Guide’s Signature:

Name:Prof. Rekha mandkhana

Qualification: Bachelor of Business Administration

 STUDENT’S DECLARATION
I hereby declare that the Project Report conducted at D mart, Pune.Under the guidance of Prof. Rekha
madkhana Submitted in Partial fulfillment of the requirements

Bachelor of Business Administration

To
Sinhgad College of Science

Place: Pune

Date: 06th Nov 2021

 ACKNOWLEDGEMENT
Program Head Prof.Rekha mandkhana forinspiringme to take up this project and also for their able
guidance and support in completing this internship.

I wish to acknowledge my sincere gratitude and indebtedness to my project guide Prof. Rekha
Madkhana of Sinhgad College of Science,Pune for his/her valuable guidance and constructive
suggestions in the preparation of project report

STUDENT NAME: Pratik Sunil Bongale

 TABLE OF CONTENTS

ACKNOWLEDGEMENT IEXECUTIVE SUMMARY

• 1 INTRODUCTION
• INTRODUCTION OF PROJECT HAS THIS INDUSTRY/TOPICBEEN SELECTED?
• INTRODUCTION OF D-MART
• 1.5 LITRATURE REVIEW
• 2 RESEARCH METHODOLOGY
• 2.1 RESEARCH METHODOLOGY
• 2.2 RESEARCH OBJECTIVES
• 2.3INDUSTRY ANALYSIS
• 2.4 COMPANY OVERVIEW
• 2.5 ANALYSIS AND INTERPRETAIONS
• 3 DATA ANALYSIS
• 3.1 DEFINITION OF MARKETING MIX
• 3.2D-MART
• 3.3 PROMOTIONAL STRATEGIES
• 3.5 D-MART
• 4 FINDING
• 5 SUGGESTION
• 7 LIMITATION
• 8 Conclusion
 CHAPTER- 1
INTRODUCTION
1.1

INTRODUCTION OF PROJECT
As a part of our study of BBA programmed, we are given capstone project work to develop
our analytical faculties as professional students. In relation to the aforementioned objective
the project undertaken by us covers marketing analysis of national. The study converges on
two major giants in global market:

1. D-Mart
1.2 Why has this industry/topic been selected?

Ones a customer get inside the store he will find all kinds of products available that may be
Food item, Cosmetic, Electronic, Garments, Furniture etc. Because of these features it has a
very good reputation in that area and customers who are residing far away and in other
areas they also visit the store. This department is responsible for the product arrangement
at the store with respect to their nature. This department is responsible for the
maintenance of the systems of the stores
 INTRODUCTION OF D-MART STORE:
D-Mart offer products to satisfy the entire family‘s needs. Merchandise offered at D-Martis
always at lower prices. Stores are designed with customer convenience in mind. D-Mart
respects your intelligence by offering a wide choice of brand and pack sizes, couple with
easy-to-understand communications and information.
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 ASPL. We hire professionals who share our values and unabashedly lead by example.

Vision
It is our continuous endeavor to investigate, identify and make available new products/categories for
The customer‘s everyday use and at the ‗best‘ value than anybody else.

Presence
D-Mart’s Expansion began in 2007, when stores were opened in Ahmedabad, Baroda, Pune, Sangli and
Solapur. Today D-Marti’s established in 46 locations across Maharashtra, Gujarat, Andhra Pradesh and
Karnataka, in:

• Maharashtra
• Mumbai
• Navi Mumbai
• Thane
• Pune
• Solapur
• Sangli
• Gujarat
• Ahmedabad
• Rajkot
• Baroda
• Surat
• Anand
• Amravati
• Kolhapur
• Andhra Pradesh
• Hyderabad, Karnataka
• Bangalore
Product offerings:

D-Mart offers a wide selections of products in the following categories:

• Foods
• Toiletries and Beauty products
• Garments
• Kitchenware
• Bed and Bath linen
• Toys & Games Stationery
• Home Appliances Footwear
 CHAPTER -2
Research Methodology
2.1 Research Methodology:

Since the study is on retail sector first the detail study of the store is been conducted about its
Management team its structure the number of departments which all brands does the store has, who
are its suppliers about its warehouses.

Based on the topic objectives were set and to arrive at the opinion on objectives a set of
120questionnaires were designed of 26 questions and response is collected from the customers who are
visiting the store. For data collection Random Convenient sampling method was adopted. For this
project the area of research is Ahmadabad

2.2 RESEARCH OBJECTIVE:

• To scan customer buying behavior.
• To know the promotional strategy of D-Mart.
• To know the relation between promotional strategy and buying decision.
• To comprehend the determinants of customer satisfaction.
• To know about the growth prospective with respect to demand analysis.
• To analyze product mix.
• How dmart Establish and maintain the in retailing through
2.3 INDUSTRY ANALYSIS:
D MART
D’mart Exclusive, Dolphin Mart’s home décor and gifting solutions brand, plansto open around 35 stores
and is targeting a turnover of Rs 80 crore this fiscal. In the current financial year, the company plans to
invest a total sum of Rs 20-25 crore for expansion.d’mart Exclusive plans to open 3 stand-alone
showrooms, 15-16 boutiques at airports/ malls, and 14-16 franchise stores this fiscal. It also plans to
open a kiosk at T3 Terminal in Delhi and stores in tier 2 and 3 cities as well. The company will also
venture into e-commerce by the end of this year.

Dolphin Mart is the importer and distributor of premium signature art and décor pieces Including
silverware, crystal ware, limited edition collectibles, objects d‘art, figurines, Furniture accessories and
gifts items, selected and sourced from international brands in Italy, Spain, Germany, France, UK, and
China. The company claims that D’mart Exclusive is the Sole product distributor for such premium
brands in India as per an agreement.

Speaking about the location preferences for its new stores, Praveen Rao, Vice President, and Dolphin
Mart, said: ―The ideal location to open a new store depends on a number of factors. Our first
preference is stand-alone showrooms on high streets, followed by reputed Mall/shopping complexes.

Highlighting the key requirements of a franchisee, he said that an exclusive franchisee would be
required to invest a sum of Rs1 crore and must have an area of 1,200 sq.ft. while a non-exclusive
franchisee would have to invest Rs 30 lakh and have an area between 800 and1,000 sq.ft. For the shop-
in-shop format, the franchisee will have to invest up to Rs.20 lakh and must have an area of 500-600
2.4 Company overview
D Mart

Furniture accessories under two established premium brands namely dmart Exclusive endowment
Exclusive. A national player in the premium luxury segment, is dedicated to offering a range of
aspirational and lifestyle decorative handpicked from renowned world-class brands across the world,
with products from the classic to the contemporary.

It is a challenge to handle fresh produce,‖ says S Jadish Krishnan, chief Operating officer, retail And
bakery divisions, at Heritage Foods. ―For, it goes through the Farmer-broker-wholesaler-retailer chain
which roughly takes a day. If we work along with Farmers and process it quickly, we can sell it
profitably.‖ Besides, it also has a 50-member team which procures 55 per cent of its fresh produce
locally in the areas where it operates.

It has one of the largest multi-product, multi brand service center in the country, where 400service staff
and 120 skilled technicians work, who provide after-sales, collection and delivery services to customers.

So whenever a customer buys a big product like air-conditioner, its service center is informed about the
purchase which in turn calls the customer and says it will send technicians to install it. Its technicians get
in touch with customers and install it.
2.5Analysis and interpretation
SWOT ANALYSIS
• Strengths:
• High brand equity enjoyed by Big Bazaar
• State of the art infrastructure
• A vast variety of stuff available under one roof
• Everyday low prices, which attract customers
• Maximum percent of footfalls converted in sales
• Huge investment capacity
• Biggest value retail chain in India
• It offers a family shopping experience, where entire family can visit together.
• Available facilities such as online booking and delivery of goods Weakness:
• Unable to meet store opening targets on time
• Falling revenue per sq. ft.
• General percept
• On: ‗Low price = Low quality‘
• Overcrowded during offers
• Long lines at billing counters which are time consuming
• Limited only to value offering low price products. A no of branded products are still
• Missing from Big Bazaar‘s line of products. E.g. Jockey, V
• An house,
• Opportunity:
• A lot of scope in Indian organized retail as it stands at approximately 4%.
• Increasing mall culture in India.
• More people these days prefer to visit big stores where they can find large variety under one
roof
• Threats: Competition from other value retail chains such as Shoprite, Reliance (Fresh and
trends), Hyper city and D mart.
• Unorganized retail also appears to be a threat to Big Bazaar‘s business. A large
• Population still prefers to visit local convenient stores for daily purchases
• Changing Government policies
• International players looking to foray India
CHAPTER- 3
Data analysis
3.1 Definition of Marketing mix.
D-Mart
D-Mart offer products to satisfy the entire family‘s needs. Merchandise offered at D-Martis always at
lower prices. Stores are designed with customer convenience in mind. D-Mar respects your intelligence
by offering a wide choice of brand and pack sizes, couple with easy-to-understand communications and
information.

D-Mart offers a widow selections of products which range from pparels,Foods, Toiletries and Beauty
products, Garments, Kitchenware, Bed and Bath linen, Toys & Games Stationery, Home Appliances,
Footwear.

The service offered was somewhat okay. As soon as we went in, the security (lady) informed us that she
was putting our belongings inside a D-Mart‘s green clothed bag and sealing it.Even the purse bag of my
mother was sealed inside. We had to argue with the security guardant finally we managed to get the
purse out. We began shopping with 10 minutes of wasted time and a rather bad mood to begin
shopping with. The staff was unfriendly and unfamiliar with rules. It seemed as if they wanted to sell
without understanding the requirements of the customer.

Choose the product from the store

ANALYSIS:
Give response for choose product from the store to First rank D-Mart is 16.12%, &Second rank is
22.58%, & Third rank is 20.16%, & Fourth rank is 13.70%, & Fifth rank is12.09%, & Sixth rank is 15.32% of
them Advertisement. Give First rank is 14.51%, &Second rank is 19.35%, & Third rank is 15.32%, &
Fourth rank is 18.54%, & Fifth rank is20.16%, & Sixth rank is 12.09%, of them Reference. Give First rank
is 25%, & Second rank is 17.74%, & Third rank is 22.58%, & Fourth rank is 8.06%, & Fifth rank is 11.29%,
& Sixth rank is 15.32%, of them Experience. Give First rank is 23.38%, & Second rank is 12.09%, &Third
rank is 7.25%, & Fourth rank is 17.74%, & Fifth rank is 16.12%, & Sixth rank is23.38%, of them Quality.
Give First rank is 10.48%, & Second rank is 13.70%, & Third rank is 20.96%, & Fourth rank is 21.77%, &
Fifth rank is17.74%, & Sixth rank is 15.32% of them

INTERPRETATION:
Majority of the customers are give first rank gift voucher to Big-Bazaar & D-mart. We can also interpret
that Big Bazaar & D-Mart is the destination where you get products available at prices lower than the
MRP, setting a new level of standard in price, convenience and quality, making Big Bazaar & D-Mart,
India‘s favorite shopping destination. D-Mart Gift Vouchers are available in convenient denominations of
Rs. 50, 100, 250, 500

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 wherein the actual MRP was Rs.45.In case of apparels there is a variety available
ranging from menswear, women swear and kids wear.

Advertising
When D-mart had opened up, on the way towards Nehru station, there was a hoarding nearly for 3
months to advertise that the mall has opened up at Mulund
Tagline of D-Mart:
Daily Discounts, Daily Saving:
FINDINGS
• Most Of the customers buy their requirement in Big Bazaar & d-mart on the basis of Weekly and
monthly basis. Customers realized that Big Bazaar & d- mart stores
providequalitativeproducts/service with reasonable price.
• At present time Big Bazaar & d-mart provide different types of product assortments to the
customers.
• Big bazaar & d-mart is a hypermarket as it provides various kinds of goods like apparels, grocery,
stationary, food items, electronic items, leather items, watches, jewellery,crockery, decorative
items, sport items, chocolates and many more. It competes with all the specialty stores of
different products which provide goods at a discounted rate all through the year.
• Big Bazaar and d-mart mainly deal with middle income group people who want qualitative
product with reasonable cost.
• There are more than 50 big bazaars in different cities of India, it seems that there is a vast
growth of big bazaar lying as customers demand is increasing for big bazaars
• The customers are give response for most powerful advertisement is Big-Bazaar. We can also
interpret that the big-bazaar comparison is more powerful people attract with advertisement
like T.V., Hoarding, news paper, is most of the part of purchasing by advertisement
SUGGESTIONS
• Big bazaar and d-mart should provide large parking space for its customers so that they can
easily park their vehicles.
• The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to
big bazaar and d-mart during those days.
• Big bazaar and d-mart should include more of branded products its product category so as to
attract the brand choosy people to come in to big bazaar
• Big bazaar should keep offers in regular intervals so that there should not be a long-term gap,
because offer is the most influencing factor which is responsible for customer purchase decision
• They also concentrate on TV advertisement they should show ads and promotional offers in a
regular interval in languages like Hindi English.
• Hoarding should be placed uncovered area
LIMITATIONS
• This research is conducted on a sample size, so it might be possible that the information given
by such respondents may not match with the replay of total customer available in the store that
time.
• The study was restricted to only the customers of D-Mart.
• The time constrain was a limiting factor, as more time was required to carry out study on other
aspects of the topic.
• The result and analysis based on the customer survey method and small sample size has taken
only 120.
• Findings are related to particular areas
• It might be possible that the answers given by the respondents are of biasness
CONCLUSION
D-Mart are A major shopping complex for today‘s customers. It is a place Where customers find variety
of products at a reasonable price. D-Mart has a good reputation of itself in the market. It has positioned
itself in the market as a discounted store. It holds a huge customer base. The majority of customers
belong to middle class family. The youth generation also likes shopping and moving around D-
Mart.Volume sales always take place in D-Mart. Impulse buying behavior of customers comes in to play
most of the times in D-Mart.

D-Mart is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food
items, electronic items, leather items, watches, jewellery,crockery, decorative items, sport items,
chocolates and many more. It competes with all the specialty stores of different products which provide
goods at a discounted rate all through out the year. It holds a large customer base and it seemed from
the study that the customers are quite satisfied with D-Mart. As of now there are 34 D-Marts indifferent
cities of India, it seems that there is a vast growth of D-Mart lying as customers demand; increasing for
D-Marts. It has emerged as a hub of shopping specially for middle class people .

Different Types of products starting from a baby food to pizzas wide range is available under one roof.
In Delhi it is the middle class people who mostly do marketing from D-Mart. Even most of the people do
their monthly shopping from D-Mart. People not only visit D-Mart to do shopping but also visit for
outing purpose as it provides a very nice ambience to its customers. As people go to malls they just tend
to move around Big Bazaar & D-Mart whether it is for shopping purpose or for outing purpose. Grocery,
apparels and food items are the products which are demanded most by the customers of Ahmedabad in
Big Bazaar & D-Mart. The major drawback of D-Mart is that it lacks in providing enough parking space
for their customers. This may discourage the customers to come to D-Mart and shop as they face
difficulty in Parking their vehicles. Even though some customers say that they don‘t feel problem in
Parking their vehicle, it is because of the parking space available to them by the mall.