Submitted in Partial fulfilment for the Award of degree of Master of Business Administration

CONTENTS CHPTERS 1 1.1 1.2 2 2.1 2.2 2.3 2.4 3 4 4.1 4.2 4.3 4.4 5 5.1 5.2 PARTICULARS Introduction Industry Profile Company Profile Introduction to the topic Scope of the study Objectives of the study Research methodology Limitations of the study Data analysis SWOT analysis Strength Weakness Opportunity Threats Findings and Suggestions Findings Suggestions CONCLUSION BIBLIOGRAPHY ANNEXURE PAGE NUMBER

EXECUTIVSUMMERY Retailing is the interface between the producer and the individual consumer buying for personal consumption. This excludes direct interface between the manufacturer and institutional buyers such as the government and other bulk customers. A retailer is one who stocks the producer’s goods and is involved in the act of selling it to the individual consumer, at a margin of profit. As such, retailing is the last link that connects the individual consumer with the manufacturing and distribution chain. The retail industry in India is of late often being

hailed as one of the sunrise sectors in the economy. AT Kearney, the well-known international management consultancy, recently identified India as the ‘first most attractive retail destination’ globally from among thirty emergent markets. It has made India the cause of a good deal of excitement and the cynosure of many foreign and domestic eyes. The entry of foreign and Indian retail giants like Wal-Mart, Metro, More, Birla, Tata etc. made Indian market more competitive which is at cut throat level. Sohow retailers can reach to their end customers, to win the mind share and increase the basket size of each shopping trip. Now the role of advertisement and promotions come “If you don't discount you'll lose business fast Money talks louder than into play. nationalistic appeals to the public not to purchase from the lower-priced Advertisement is quot;Foreign storequot; down the road. A large band of wholly Thai-owned stores ranging from small family firms to medium-sized players protested against the way of 7 the presence of the international retailers. ” effective communication to the customers and promotions plays an important role to attract the customer and to do business. To understand the effectiveness and types which are used by the retailers in India this project was done on the “more” a retail chain with a PAN India presence. The role of promotions, Advertisements are now become a strategy to win the race as per the ‘Bangkok Post in year 2001’. After analyzing all the aspects of promotions at more, I concluded that the communication mix used is more effective and penetrating. more is able to attract customer’s attention and earn targets. The area where “more” needs to focus is the concept ofIMC programme which can make its promotional programme more effective and efficient. At the end congratulations and all the best to whole “more” team for doing such a wonderful task, this helped me in improving my knowledge.


to the right target customers by formulating right message in the language that is understood by them. The main object of promotion is to move forward a product. Thus promotion means communicating information between the seller and potential buyer and others in the channel to influence attitudes and behaviour. Many people strongly believe that marketing begins as well as ends with promotion. persuade and remind the target market about a company. It may be built according to customer needs and desires. It may have reasonable price. promotion is communication between seller and buyer. But people will not buy the product if they have never heard of it. It may be attractively packaged. It is telling. Simply. It motivates the people to buy whatever a company is selling. . price etc. sales do not take place automatically. Without promotion or marketing communication. There must be proper flow of information from the producer to the consumer either along with the product or well in advance of the introduction of the product into the market. According to Masson and Ruth. marketers must communicate the product. Promotion is one of the four elements in the marketing mix. People must know the availability of product and its features. This role is played by promotion. The essence of promotion is effective communication.CHAPTER-1 INTRODUCTION A company’s product may be superb. its features etc. service or idea in a channel of distribution. “promotion consists of those activities that are designed to bring a company’s goods or services to the favourable attention of customers”. It involves various activities used to inform. persuading and selling. its products and its activities.

the well-known international management consultancy. The entry of foreign and Indian retail giants like Wal-Mart. Tata etc. retailing is the last link that connects the individual consumer with the manufacturing and distribution chain. More. Metro. A retailer is one who stocks the producer’s goods and is involved in the act of selling it to the individual consumer. So how retailers can reach to their end customers. recently identified India as the ‘first most attractive retail destination’ globally from among thirty emergent markets. With a 27% share of world GDP. AT Kearney. Retailing is the interface between the producer and the individual consumer buying for personal consumption. made Indian market more competitive which is at cut throat level. The retail industry in India is of late often being hailed as one of the sunrise sectors in the economy. retail is a significant contributor to overall economic activity across the world. Now the role of advertisement and promotions come into play. to win the mind share and increase the basket size of each shopping trip.The objectives of promotion are: 1) To bring about the sale of a product 2) To creating awareness 3) To stimulate demand 4) To help distributors or agents 5) To popularise brand-name 6) To become market leader 7) To remain loyal customers 8) To differentiate a product. As such. This excludes direct interface between the manufacturer and institutional buyers such as the government and other bulk customers. at a margin of profit. organized retailing contributes between 20% and 55% in . Birla. Of this. It has made India the cause of a good deal of excitement and the cynosure of many foreign and domestic eyes.

various developing markets. The Indian retail industry is pegged at $ 300 billion and growing at over 13% per year. Of this, presently, organized retailing is about 5%. This is expected to grow to 10% by 2011. more retail has embarked upon an implementation plan to build state-ofthe-art retail infrastructure in India, which includes a multi-format store strategy of opening neighbourhood convenience stores, hypermarkets, and specialty and wholesale stores across India.


1.1 INDUSTRY PROFILE: Retailing The word ‘retail’ is derived from the French word ‘retailer’, meaning ‘to cut a piece off’ or ‘to break bulk’. In simple terms, it implies a first-hand transaction with the customer.

Retailing involvers a direct interface with the customer and the coordination of business activities right from the concept or design stage of a product or offering to its delivery and postdelivery service to the customer. The industry has contributed to the economic growth of many countries and is undoubtedly one of the fastest changing and dynamic industries in the world today. Indian retail industry The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. Though initially, the retail industry in India was mostly unorganized, however with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30% annually. The India retail industry is expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore by the year 2010.

The retail scenario in India is unique. Much of it is in the unorganized sector, with over 12 million retail outlets of various sizes and formats. Almost 96% of these retail outlets are less than 500 square feet in size, the per capital retail space India being 2 square feet compared to the US figure of 16 square feet India’s per capital retailing space is thus the lowest in the world.

With more than 9 outlets per 1000 people, India has the largest number in the world. Most of them are independent and contribute as much as 96% to total retail sales. Because of the increasing number of the nuclear families, working women, greater work pressure and increased commuting time, convenience has become apriority for Indian consumers. They want everything under one roof for easy access and multiplicity of choice. This offers an excellent opportunity for organized retailers in the country which account for just 2% and modern stores 0.5% of the estimated US Dollar 180 billion worth of goods that are retailed in India every chain, Wal-Mart.

Growth of Indian retail industry According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India retail industry is the most promising emerging market for investment. In 2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12%. It is also expected to reach 22% by 2010.

It's growing at an enviable pace and is expected to reach 30 million sq. The market trends indicate tremendous growth opportunities. it has more than 5 million sq. By the same time. Pantaloon launched country's first hypermarket ‘Big Bazaar’. Global majors too are showing a keen interest in the Indian retail market. It's expecting its sales to reach Rs. It has the following retail segments: • Food & Grocery: Big Bazaar. Swarovski. by the year 2010. Food Bazaar . the share of organized sector in 2007 was 7. Large Indian companies. ft. Samsonite. In 2001. Lacoste.5% of the total retail market. It can be mentioned here that. Goenka and the Piramal groups are investing heavily in this industry.According to a report by North bride Capita. the organized sector will be 20% of the total market share. 90. Domino’s among a host of others have come into India through the franchise route following the relaxation of FDI (Foreign Direct Investment) restrictions. Headquartered in Mumbai. ft retail space located across the country. India is rapidly evolving into a competitive marketplace with potential target consumers in the niche and middle class segments.among them the Tata. Major Retailers in India More: More is one of the biggest players in Indian retail industry. More than 300More stores and More Mart are quite popular in the Indian retail market. McDonald’s. the India retail industry is expected to grow to US$ 700 billion by 2010. Over the years.000 crores by 2010 Pantaloon: Pantaloon is one of the biggest retailers in India with more than 450 stores across the country. international brands like marks and spencer.

The brands like Louis Philippe. Collection-I Consumer Electronics: e-zone Shoes: Shoe Factory Books. Music & Gifts: Depot Health & Beauty Care: Star. 8000-9000crores by 2010. when it came into food & grocery retailing in 1996 with its retail Food world stores.Trent owns over 4 lake sq.it also acquired the largest book and music retailer in India ‘Landmark’ in 2005. Van Heusen.• • • • • • • Home Solutions: Hometown. Later it also opened the pharmacy and beauty care outlets ‘Health & Glow’. Sitara E-tailing: Futurebazaar.com Entertainment: Bowling Co. Furniture Bazaar. Tata Group: Tata group is another major player in Indian retail industry with its subsidiary Trent. and Peter England are quite popular. Established in 1998. It's also investing in other segments of retail. It will invest Rs. Allen Solly. Another big player in the segment will be the Bharti group. ft retail space across the country. Overhauling this part of the supply chain will be the key to the success of any retail venture in food and groceries segment. RPG Group: RPG Group is one of the earlier entrants in the Indian retail market. AV Birla Group: AV Birla Group has a strong presence in Indian apparel retailing. . which operates Westside and Star India Bazaar.

the world’s largest retailer. Retailers ranging from Pantaloon to RPG to Piramal’s or the Tata’s are working towards exploiting this model.about retail boom in the country.Wal-Mart. what is most likely to succeed is a more balanced multi-format strategy.on. This joint venture will mark the entry of Wal-Mart into the Indian retailing industry a retail chain like Future Group’s Big Bazaar may be clocking heady sales (growing at 100% year. a result of retailermanufacturer tie-ups. and DCM-Hariyah Kissan Bazaar. and Bharti Enterprises have signed a Memorandum of Understanding (MoU) to explore business opportunities in the Indian retail industry. .talked. if experience in other markets is anything to go by. Shoppers Stop Ltd. this source will increasingly dry out as competition intensifies and margins come under pressure a few years down the line. Vishal Retail Ltd. But in the long run. The key players currently operating in the Indian retail industry includes Future Group. value-added services (convenience).year). Finally. ITC Ltd. Bata India Ltd. but the dozen odd shops operating in its proximity wear a deserted look. The last. global sourcing and scale will be a key factor. What would set the survivors apart from those who are forced to sell out or go belly-up will be differentiators like location. Godrej Agrovert Ltd. Provogue India Ltd. while in the first flush of the retail boom. And. the elimination of traditional intermediaries may bring windfall gains (as well as bring welcome and much-needed relief to the producers). Trent Ltd. state-of-the-art supply chain infrastructure. RPG Enterprise. private labels and customer loyalty programs other than price. giving a somewhat hollow ring to the much. an uncanny ability to read shifting trends Retail formats in India Hyper markets /supermarkets: large self-servicing outlets offering products from a variety of categories. Videocon Appliances Ltd. perceived by consumers as more value enhancing.

they are individually handled retail outlets and have a personal touch. Challenges facing Indian retail industry • The tax structure in India favours small business Lack of adequate infrastructure facilities High cost of real estate • • . in the retail sector. such as electronics and sporting goods.• Mom-and-pop stores: they are family owned business catering to small sections. snacks and other small items can be bought via vending machine. Vending: it is a relatively new entry. • Shopping malls: the biggest form of retail in India. • Specialty stores: are retail chains dealing in specific categories and provide deep assortment. They are known as category killers as they focus on specific categories. This is also known as Multi Brand Outlets or MBO's. Discount stores: these are factory outlets that give discount on the MRP. • Departmental stores: are general retail merchandisers offering quality products and services. • Convenience stores: are located in residential areas with slightly higher prices goods due to the convenience offered. • E-trailers: are retailers providing online buying and selling of products and services. Mumbai's Crossword Book Store and RPG's Music World is a couple of examples. • • • Category killers: small specialty stores that offer a variety of categories. malls offers customers a mix of all types of products and services including entertainment and food under a single roof. Here beverages.

Health and Glow etc. the consumer spending in India climbed up to 75%. As the country has got a high growth rates. It is further expected to reach US$ 1. In the last four year. the India retail industry is expected to grow further in the future days. By the year 2013. ITC: Wills Life Style .3 trillion by the year 2018 at a CAGR of 10%. the organized sector is also expected to grow at a CAGR of 40%. As a result. the consumer spending has also gone up and is also expected to go up further in the future. Categories of Indian Retailers:Corporate Houses Tata’s: Tata Trent • • RPG group: Food World.• • • • • Dissimilarity in consumer groups Restrictions in Foreign Direct Investment Shortage of retail study options Shortage of trained manpower Low retail management skill The retail industry in India is currently growing at a great pace and is expected to go up to US$ 833 billion by the year 2013.

Hypermarket • Big Bazaar Giants Shoprite Star • • • 4. Traditional Format Retailers • • • • Kiranas: traditional Mom and Pop Stores Kiosks Street Market Exclusive /Multiple Brand Outlets 3. Viveks etc. Nike. Modern Format Retailers • • • • • Supermarkets (food World) Hypermarkets (Big Bazaar) Department Stores (shopper’s Stop) Specialty Chains (Ikea) Company Owned Company Operated 2. Manufacturers/ Exporters Pantaloons. Zodiac Multi-brand outlets Vijay Sales. Bata. Rbk. Week Classifying Indian Retailers: 1. Department • • Lifestyle Pantaloons . DLF (DT cinemas).• • • • • • Raheja group: (Shoppers’ Stop).

• • Pyramids Shoppers Stop Trent • 5. Entertainment • • • • Fame Ad labs Fun Republic Inox PVR .

RBL Group and Fortune magazine. Indonesia. Hindalco-Novelis is the largest aluminium rolling company. belonging to 40 different nationalities. among the world's most costefficient aluminium and copper producers. Germany. Canada. the Aditya Birla Group is: A metals powerhouse. India. Hungary. UK. the Group was ranked among the top six great places for leaders in the Asia-Pacific region. France. Bangladesh. Brazil. It is anchored by an extraordinary force of 130. Bahrain. Myanmar. in a study conducted by Hewitt Associates. It is one of the three biggest producers of primary aluminium in Asia. The Group operates in 27 countries – Australia.1 in viscose staple fiber The fourth-largest producer of insulators The fourth-largest producer of carbon black The fifth-largest producer of acrylic fiber The eighth-largest cement producer Among the best energy-efficient fertilizer plants . Laos. Korea. UAE. Malaysia. China. Switzerland. Sri Lanka. the Aditya Birla Group is in the League of Fortune 500. Italy. Over 60 per cent of the Group's revenues flow from its overseas operations. In India. with the largest single location copper smelter       No. Luxembourg. In the year 2009.600 employees.COMPANY PROFILE ADITYA BIRLA GROUP A US$ 30 billion corporation. Globally. USA and Vietnam. Singapore. Thailand. Philippines. Egypt. the Group has been adjudged the best employer in India and among the top 20 in Asia by the Hewitt-Economic Times and Wall Street Journal Study 2007.

In India.000 students receive merit scholarships.000 children receive free education. spearheaded by Mrs. Its focus is healthcare. the Aditya Birla Group nurtures a culture where success does not come in the way of the need to keep learning afresh. The Group transcends the conventional barriers of business and reaches out to the marginalized because of its conviction of bringing in a more equitable society. It reaches out to seven million people annually through the Aditya Birla Centre for Community Initiatives and Rural Development. to keep experimenting. Of these.In India         One of the leading cement producers The top fashion (branded apparel) and lifestyle player The second-largest producer of viscose filament yarn The second-largest in the chlor-alkali sector Among the top four mobile telephony companies Among top 10 Indian BPO companies by revenue size A leading player in life insurance and asset management Among the top three supermarket chains in the retail business Rock solid in fundamentals. Aditya Birla Retail Limited . in Delhi. An additional 8. more than a million patients are given extremely subsidized medical care. the Group's social projects span 3. The Group runs 42 schools. To embed corporate social responsibility as a way of life in organizations.000 children in India's interiors. which provide quality education to over 45. sustainable livelihood. Rajashree Birla. education. Likewise at its 18 hospitals in India. over 18. Beyond business Transcending business for over 50 years now. infrastructure and espousing social causes. the Group has set up the FICCI – Aditya Birla CSR Centre for Excellence. the Group has been and continues to be involved in meaningful welfare-driven initiatives that distinctly impact the quality of life of the weaker sections of society in India.000 villages. South-East Asia and Egypt.

Till end-September 2009. All the supermarkets are branded More and the hypermarkets are branded More Megastore. More has more than 1. .000 sq ft shopping area. the chain of stores based in south India. In May 2009 Aditya Birla Retail introduced a value proposition for its supermarkets and encapsulated it into a promise of giving its customers “Hamesha Extra” which has resonated with the consumer. May 2007 saw Aditya Birla Retail Limited (ABRL) launch their own brand of stores called 'More. The company has around 11.The Group’s foray into the retail sector began in December 2006 when it acquired Trinethra. More super markets are neighborhood stores with the core proposition of offering value.000 employees and has a pan-India presence.' ABRL’s vision is “to consistently provide the Indian consumer complete and differentiated shopping experiences and be amongst India’s top retailers while delivering superior returns to all stakeholders”. “Hamesha Extra” is the core essence of More. staples and apparel which have already obtained a significant share of category as well as salience with the consumer. Hypermarkets are located in large catchment areas and encourage mass consumption with discount prices and substantial depth of assortment with an average store size of 55. the company had set up 640 supermarkets and five hypermarkets. convenience and trust to the customers and averaging 2.500 sq ft area.6 million members as part of its loyalty programme. The hypermarkets are self-service superstores offering value and range in food and non-food products and services at a single location. It means customers will always feel that they have got something extra while shopping at More Within a short span of less than three years. More has also launched a huge range of private labels in food and grocery.

operations and business partners understand and share our concern for quality. Ensuring that for 'Own Brand'. The above will be achieved by 1. Ensure that the products available at the stores meet the regulatory and statutory requirements through implementation of best practices (Good Manufacturing Practices.) at every stage and in every operation. Ensuring that different functions including buying and merchandising. Good House Keeping. Product Category The list below shows the product categories available in the stores: • • • • • • • Bakery Beauty Concepts Beverages Basic Apparels Cutlery & Cookware Fruits & Vegetables Frozen & Dairy Products . Striving for continuous improvement through dynamic review process.Aditya Birla Retail Limited currently has employee strength of over 11. inspection. Implementing a rigorous. 5. 2. fully trained and working in a seamless manner. the manufacturing practices and processes meet the highest standards of GHP & GMP at every stage and in every operation. 3. Key functions are headed by professionals with vast retail experience in India & globally. Ensuring that manpower resources are committed. supply chain management. competent. etc. while at our processing sites and extended supply chain. Quality Policy ABRL is committed to assure our consumers of the quality of our products and services on a consistent basis and earn consumer trust and recognition of ABRL as India's premier retail organization.000. Good Hygienic Practices. 6. the products meet our stringent specification requirements. 4. and testing & certification system. credible & efficient assessment.

The objective is to provide quality products at attractive price points to customers.• • • • • • • • • • • • • • FMCG Products Grocery General Merchandise Home Care Products Home Needs & Home Upkeep Home Decor Products Personal Care & Cosmetics Processed Food Pharmacy Ready to Cook/Prepared Food Small White Appliances Staples Stationery Women's Accessories Value through own labels Aditya Birla Retail Ltd provides customers a wide choice of products under its own labels. by the global jury of the Asia Retail Congress 2009. Kitchen's Promise. Aditya Birla Retail was also recognized for impactful retail and visual merchandising at the same forum. and Germex Aditya Birla Retail was presented the ‘Retail Best Employer of the Year’ award at the Reid and Taylor Awards for Retail Excellence. . Enriche. Paradise. All manufacturing partners are the best in their class... Since quality of the products is of prime importance. The company bagged the ‘Most Admired Retailer of the Year Award’ in the Smart Strategy category at the prestigious Images Retail Awards 2009. Own label Food Brands are more. Pestex. and Best of India and other Home & Personal care brands are more. during the India Retail Forum at Mumbai. stringent quality norms have been set and are followed. Feasters. 110%.



internet. The following are two types of promotion: 1) Above the line promotion: Promotion in mass media (e. Promotion mix includes all those activities undertaken to promote sales.g. and. informing. public relations. There are two types of promotion blend. trade shows. In short. promotion. personal selling. public relation and sales promotion are promotional tools. E. and place). price. or persuading a potential buyer's purchasing decision. A firm may use one or a combination of two or more of the promotional tools. personal selling. It is the communication link between sellers and buyers for the purpose of influencing. sales promotion. testimonials. Advertising. personal selling. public relation and sales promotion. TV. product placement.push blend and pull blend. merchandising. These elements are sometimes referred to as promotional blend. newspapers. PROMOTION MIX Promotion involves all selling activities.CHPTER-2 INTRODUCTION TO THE TOPIC Promotion is one of the four elements of marketing mix (product. sponsorship. radio. promotion mix is the combination of components or elements of promotion. . Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place.g.advertisement. historically. mobile phones. direct mail. illustrated songs) in which the advertiser pays an advertising agency to place the advertisement 2) Below the line promotion: All other promotion.

channels of distribution . sales Promotions have been used by marketer to increase sales in the short term. The producer pushes the product through the channel of distribution. we can be sure that the trend is up. As we know. However. The promotion mix or strategy includes five tools or elements namely Advertising Public relation Sales promotion Direct marketing Personal selling. Traditionally. Sales promotion serves three essential roles: It informs. in the last few decades this communication tool has evolved and now is considered from a strategic point of view. Pull blend: It emphasizes on impersonal selling. persuades and reminds prospective customers about a company and its products.Push blend: It emphasizes on personal selling. Although an accurate estimate for total sales promotions expenditures does not exist. It is a strategy of using heavy advertisement and sales promotion methods. This means that the middlemen promotes the product to buyers. For this reason. Sales promotions have grown in both importance and frequency over the past few decades. Even the most useful product or brand will be a failure if no one knows that it is available. it is necessary to realize new studies in this area and study how consumers evaluate sales promotions.

Event marketing etc. Bonus Pack’s.take more time in creating awareness because a product has to pass through many hands between a producer and consumers. The cut throat competition among different products puts tremendous pressure on their manufacturers and they are compelled to undertake sales promotion activities. Premiums. Couponing. Price-off. Kotler defines sales promotion as: “Sales promotion consists of a diverse collection of incentive tools. Rebates. From these elements Sales Promotion is the element which is in the focus of this project. Definition: For the purpose of this study. Consumer Oriented Sales Promotion includes Sampling. following definitions of sales promotion were kept in mind. Refunds. mostly short-term designed to stimulate quicker and/or greater purchase of particular products/services by consumers or the trade. Contest. Therefore. Further Sales Promotion is quite broad term it includes … Consumer Oriented Sales Promotion Trade Oriented Sales Promotion CONSUMER ORIENTED SALES PROMOTION Consumer Oriented Sales Promotion is the main topic of this project. Here emphasize is given to motivate consumer to increase sales.” . The second purpose of promotion is persuasion. a producer has to inform channel members as well as ultimate consumers about the attributes and availability of his products. The third purpose of promotion is reminding consumers about products availability and its potential to satisfy their needs.

3. 7.e. 5. Coupons Price-Off Freebies Scratch Cards Lucky Draws Bundling Offer Extra Quantity . competitors.” Hence. 6. 2. These tools should be used considering all other factors affecting such as cost. Marketer’s uses consumer oriented sales promotion tools for the following reasons: • • • • • • • To increase short term sales To induce trial To reduce inventory To establish a brand name To make cross selling To cope up with competition To avoid advertising clutter TOOLS ORIENTED SALES PROMOTION There are so many tools or technique available to the marketers for achieving objective of sales promotion. 4.Roger Strang has given a more simplistic definition i. “sales promotions are short-term incentives to encourage purchase or sales of a product or service. time. These tools are as under… 1. any forms of incentives (price cut or value added nature) offered for short period either to trade or consumers are considered as sales promotion activities. availability of goods etc.

Freebies Freebies are a popular form of modern marketing and are some of the best things about the internet. Not only that but it also cause large increase in sales volume. A reduction in price always increases sales but the use of this technique should be carefully considered in the current market situation. Coupons have been used since 1895. I am a bargain freebie shopper. . Price-off: A price-off is simply a reduction in the price of the product to increase sales and is very often used when introduction a new product. Non users can try a product which may leads to regular sales. 2. Well that’s the definition we came up with. Price-off is the most preferred sales promotion technique because consumers response very positively to this scheme. Price-off reductions are typically offered tight on the package through specially marked price packs. It is mostly used by packaged goods. 3. Coupons: Coupon is the oldest and most widely used way of sales promotion. A coupon leads to price reductions so as to encourage price sensitive customers. The definition of freebies is products or services given away for free at no cost to the consumer.Let’s have look at each tool… 1. pretty much going for any free product and informing everyone about it. It is worthwhile to use coupon as a promotion tool because data shows that market for packaged goods increased from 16 billion in 1968 to 310 billion in 1994.

scratch-it. where one or more areas contain concealed information: they are covered by a substance that cannot be seen through. basic cable in the United States generally offers many channels at one price). Often it’s in the pursuit of more customers or a larger fan base and it often works.At different times. in the cable television industry (for example. scratchy. Scratch Cards A scratch card (also called a scratch off. but can be scratched off. > Target market > Nature of product > Stage of product life cycle > Budget available for promotion . a spread sheet. and in the fast food industry in which multiple items are combined into a complete meal. 4. A bundle of products is sometimes referred to as a package deal or a compilation or an anthology. usually made of cardboard. and a database into a single office suite). This strategy is very common in the software business (for example: bundle a word processor. scratch-and-win or instant game) is a small token. 5. scratcher. big and small companies often give away prizes and money which is too good to be true. Factors Influencing Consumer Oriented sales promotion: Mainly four factors should be taken into account while determining the sales promotion program. scratch ticket. Bundling Offers Product bundling is a marketing strategy that involves offering several products for sale as one combined product. scratch game.

Each stage defines a possible goal of promotion. Nature of the product: There are various product attributes which influence sales promotional strategy. The budget for sales promotion can be prepared by the following methods… o Percentage of Sales o Fixed funds available for sales promotion o Following the competition and o Budgeting based on objective. Therefore. perishable goods etc. awareness. Budget Available for Promotion: The funds available for promotion are the ultimate determinant of the promotional programme. marketer must know who their target market is. liking. 4. . When the unit price is low the manufacturer as well as the customer has low risk but he can get the benefit of mass marketing. knowledge. otherwise there is no use of all effort because it leads to nowhere. preferences. mass marketing requires mass sales promotion schemes. A business with ample funds can make more effective use of sales promotion programme than a firm with limited financial resources.1. 3. Later. conviction and purchase. Stage of product Life Cycle: Sales promotion strategies are influenced by the life cycle of a product.e. 2. competition intensifies and more emphasis is placed on sales promotion to increase its sales. prospective buyers must be informed about its existence and its benefits and middlemen must be convinced to stock it. Target Market: While doing sales promotion. if a product becomes successful. When a new product introduced. Sales promotion scheme differ for products like its durability. A target market can be in any of the stages of buying hierarchy i.

it could be inferred that promotions in this category (low involvement products) might encourage trial and brand switching but not long term loyalty. these groups might be lured through innovative and lucrative sales promotion offer. Long-term impact In order to understand ability of the promotions to increase long-term sales. Preference of Schemes: Price off was the most preferred type of scheme. respondents were asked about continuity of purchase of a brand after the withdrawal of promotion. Maximum customers’ ranked priceoffs as number one or two. Thus. . Ability to induce trial Forty per cent of the respondents had said that sales promotion had the ability to induce trial which reinforces the above inference. Eighty per cent of the respondents indicated that they would not continue. This indicates that when 30% showed willingness and 10% consumers who were not sure.SALES PROMOTION FROM THE CONSUMERS POINT OF VIEW Willingness to buy on sales promotion offer Sixty per cent of the sample did not show willingness to buy a brand due to promotion while 30% showed willingness and 10% were not sure. But 20% said they would.

while some of them felt that it was inferior to before. This indicates that consumers believed that companies were undertaking such activities only for their own benefit and not for the benefit of consumers. While providing value to customers” and “To reinforce company image” were ranked lowest. . This was reinforced by the consumer survey which showed that recall in case of heavily promoted schemes on TV was found to be very high. Perceptions regarding underlying company motivations On tapping perceptions’ regarding underlying company motivations for sales promotion.Perceived Quality: Majority of respondents had a perception that the quality of the promoted brands remained the same during promotion. it is evident that there was a matching of perceptions regarding nature of scheme (price offs as most preferred type of scheme mentioned by consumers and retailers’ perceptions about consumer preferences). Findings from retailer and consumer perception studies. “to increase sales” was ranked highest followed by “to attract switchers” and “to sell excess stocks”. It is found that some customer strongly preferred to buy their regular brand and said that sales promotion would not weaken their loyalty towards the brand. Retailers’ prediction of companies’ motivation for offering sales promotion were matching with the consumer perception regarding the same. Thus both viewed that companies were using sales promotion activities mainly to increase short term sales or encourage switching or selling excess stock and not really to give value benefit or enhance/reinforce brand/company image. their perceptions regarding providing consumer behaviour are likely to be accurate. Such inputs from the retailers would be useful to companies. Since retailers observe consumers in store behaviour were frequently and directly. The retailers had the perception that those schemes which were announced through mass media had better response. It can be inferred that promotions were not leading to negative brand quality perceptions.

daughter-in-law and child) was the decider of a toilet soap brand and not the Income provider (e. It could be inferred that visibility of information about the sales promotion activity at the point of purchase could result into the purchase of a promoted brand. Contests etc. It could be inferred that visibility and awareness about the scheme were the critical success factors so that pull could be created. . then bonus pack. Price offs in their opinion had relatively a greater impact compared to any other form of sales promotion activity like Bonus packs. cooperative advertising. Point-of-purchase displays. Perceptions about their role in decision-making Retailer had relatively very low influence in affecting choice. son. trade shows. Trade Oriented Sales Promotion includes dealer contest and incentives. contests. sales training programs. daughter. premium. and other programs designed to motivate distributors and retailers to carry a product and make an extra effort to push it to their customers Sales promotion from the retailer’s point of view: Perceptions on Scheme Preference It was found that retailer perceived price offs as a better form of sales promotion activity.TRADE ORIENTED SALES PROMOTION Trade Oriented Sales Promotion aimed to motivate channel member of the company and to encourage them to push company’s product. Premium. trade allowances. Retailers preferred price offs the most. in order of importance. Perceptions about Buying Roles Retailers viewed that the person who came to the shop (who may be a maid.g. head of the family).

Variations in Information Flow Smaller (non-supermarket. dealers had tendency to push unwanted stocks onto the smaller retailers. and sought/looked for or asked whether there were any) sales promotion schemes running on any toilet soap at the time of purchase. quantity ordered by him etc.Perceptions about Response to Sales Promotion Offers They believed that younger age-groups were more experimental in nature. information about sales promotion activities from the dealers. small format store) retailers received relatively less support compared to supermarkets in terms of servicing. margins. Margins It was found that in sales promotion schemes margins varied from 6 to15% depending of the size of the retail outlet. Many a times small retailers were only informed verbally about sales promotion schemes by the dealer salesmen during the scheduled weekly visits. In fact these retailers preferred to stock variety of brands and wanted payment for shelf and window display to increase traffic into their store. . bargaining power of a retailer. Mostly margins were linked to size of the volumes that were ordered. Dealer-Retailer Dynamics At the time of sales promotion activities. supermarkets and big retailers were pampered and given special services and given better margins and better allowances. However. amenable to trying new brands. Perceptions about Communications of Sales Promotion Schemes Retailers perceived that role of word of mouth and television advertising played an important part in providing information inputs to consumers regarding sales promotion activities.

Perceptions about mass media announcements . Nature of POP Retailers indicated that most of the POP (Point of Purchase) materials were meant for brand advertisement and not for giving information regarding the schemes. This clearly indicated the disparity in treatment. This approach of the company leads to misappropriation which in turn could result in adverse brand image. Gifts for Retailer motivation Companies at times were rewarding retailers by giving free gifts like thermos flasks or clocks if they sold more than certain quantity in a given period. Companies were making a half-hearted effort to motivate retailers. Thus it could be inferred that company’s follow up was not adequate. Problem of left-over A leftover stock at the end of any scheme was required to be sold by the retailers before they ordered fresh stocks. Also if additional incentive was offered it was subject to minimum performance requirement.Perceptions about terms and conditions Retailers were not found to be happy with sales promotion schemes where their margins were cut on the pretext of just fast movement of inventory of the brand being promoted. Servicing during duration of Scheme In stock-out situation during the running of the sales promotion schemes. In case of bonus packs scheme. smaller retailers had to wait for replenishment of stocks till the next scheduled weekly visit by the dealer salesman but big retailers were serviced on telephonic request for replenishment of stocks. leftover stock was often dismantled (cut open buy one get one free) and sold them individually as a regular soap.

Brand switching and Category expansion. WHY DO SALES PROMOTION SCHEMES AFFECT SALES? There are three mechanisms behind these facts. It is Purchase quantity. Post Promotion Behaviour Retailers observed that in most cases sales promotion scheme on a brand might encourage a buyer to switch a brand temporarily but he would revert back to original brand after promotion. is recalled even today. Second.Retailers viewed that whenever sales promotion scheme was announced on TV. hence there was very little awareness leading to unsold stock till 6 months. consumers are inducing to purchase another brand different from the one they would have purchased when there is no promotional incentive. Remembering each offer and handling was a problem especially for a small retailer which was often an as one-man show. Handling Problems Many a time’s retailers had to handle various sales promotion offers simultaneously in a category and also across categories and there was no formal communication planning either from the dealer or the company. it created pull and they were more than willing to stock such brands. First. . consumer can increase the quantity they buy just because the product is on sale. For example Medimix and Dettol contest was not advertised on TV. While Lux Gold Star which was heavily promoted on T.V.

Finally. without sales there would be no business in the first place. Sales promotion is very important as it not only helps to boost sales but it also helps a business to draw new customers while at the same time retaining older ones. it is important that you keep the following points in mind. a free gift campaign. This can be done through an advertising campaign. through demonstrations and exhibitions. and through door-to-door sales. a trading stamps campaign. and emails. public relation activities. therefore it is very important that if a business wants to succeed. a free sampling campaign. telemarketing. consumer’s total consumption of the product category is increased by the promotion. There are a variety of sales promotional strategies that a business can use to increase their sales. through prize giving competitions. in the long term this positive effect may be diluted because a promotional campaign has no permanent effect in the sales of the firm SALES PROMOTION STATEGY Sales are the lifeblood of a business. However. it should have a sales promotion strategy in mind. however it is important that we first understand what a sales promotion strategy actually is and why it is so important. The primary objective of a sales promotion is to improve a company’s sales by predicting and modifying your target customer’s purchasing behaviour and patterns. When developing a sales promotion strategy for your business. The importance of a sales promotion strategy cannot be underestimated. A sales promotion strategy is an activity that is designed to help boost the sales of a product or service. • • • • Consumer attitudes and buying patterns Your brand strategy Your competitive strategy Your advertising strategy . through temporary price cuts. personal sales letters. This is because a sales promotion strategy is important to a business boosting its sales.

and ultimately ‘push’ it forward to the consumer. The basic objective of this strategy is to persuade retailers. promote it by advertising. This pull strategy is often used when distributors are reluctant to carry or distribute a product.• Other external factors that can influence products availability and pricing. free trials. There are three types of sales promotion strategies: • • • A push strategy A pull strategy or A combination of the two A Push Strategy: A ‘push’ sales promotion strategy involves ‘pushing’ distributors and retailers to sell your products and services to the consumer by offering various kinds of promotions and personal selling efforts. coupons. cash refunds or rebates. games. Typical push sales promotion strategies include. and specialty advertising items. wholesalers and distributors to carry your brand. buy-back guarantees. . sweepstakes. Typical pull sales promotion strategies include. A Pull Strategy: A ‘pull’ sales promotion strategy focuses more on the consumer instead of the reseller or distributor. discounts. What happens here is that a company promotes their product/services to a reseller who in turn promotes it to another reseller or to the consumer. This strategy targets its marketing efforts directly on the consumers with the hope that it will stimulate interest and demand for the product. This strategy involves getting the consumer to ‘pull’ or purchase the product/services directly from the company itself. give it shelf space. contests. contests. samples. loyalty programs and rewards. and point-of-purchase displays.

the week or the month when the promotion was being run. It offers consumer incentives side by side with dealer discounts The Short term Impact of Promotions: Let’s have look at the impact of promotions on purchase behaviour during the promotional period i. Studies on brand switching have shown that brand switching effects within a category are asymmetric such that promotions on higher quality brands impacts weaker brands disproportionately. Temporary price reductions (price off) substantially increase sales: There is ample evidence to show that promotions lead to dramatic increases in sales of promoted brand in the short term. The key findings across the studies are discussed below. The economic rationale for the promotional response is clear – temporary price cuts increase the value of the product to the consumer and it leads to immediate action. It focuses both on the distributor as well as the consumers. Studies have consistently reported high sales effects and high price elasticity of brands which are on promotion. Sales Promotion leads to brand substitution with the product category: The sales ‘bump’ during the promotional period into sales due to brand switching.e. . During a promotion. it is a combination of a push and a pull strategy. One explanation advanced for this finding by researchers is that large share brands have higher brand equity and attract switchers more than low share brands. The majority of the empirical studies have focused on the impact of promotions in the short term. higher quality brands induce a large number of consumers to switch to them as compared to lower quality brands.A Combination of Two Strategies: A ‘combination’ sales promotion strategy is just that. Sales boost can be quantified on the basis of brand switching. primary demand expansion and consumer stockpiling during a promotion. purchase time acceleration and stockpiling. targeting both parties directly.

Found strong cross relationships . If consumers buy extra quantity during a promotion or earlier than normal. When a primary demand expansion occurs. thus indicating that there has been an increase in consumption promotions induced consumers to buy more and consume faster. in categories such as bacon. Sales Promotions affect sales in complementary and competitive categories: From this project it is found that promotion not only increases sales of main product but it also lead to increase in sales of complementary categories.g. Results indicated that heavy users tended to accelerate purchases more than light users. but from this project I came to know that promotions also have a primary demand expansion effect. coffee. Results showed that consumers mostly made up for the large quantity purchased by waiting longer until purchasing again. salted snacks. consumers may buy more quantity of the product category or buy at an earlier time than usual (purchase acceleration effect). It is found that promotion induced inventory temporarily increased consumption rates within the category e. then they are not in the market to buy products once the promotion is over.Sales Promotion leads to purchase acceleration/stockpiling effects: In response to a promotion. Sales Promotion leads to primary demand expansion for a category: While it was traditionally assumed that consumption rates remain fixed during and after a promotion. promotion induced increase in purchase quantities does not significantly extend the time till the next purchase in the category occurs. soft drinks and yogurt exhibited primary demand expansions as a result of promotion while bathroom tissue. Thus purchase acceleration is demonstrated through A lengthening of inter purchase times after a promotion. There was negligible difference in the acceleration propensities of high versus low income groups. Purchase acceleration was more likely to be exhibited in increased purchase quantity than in shortened inter purchase times. detergent and paper towels exhibited stockpiling only.

Let us see impact of promotions effort and study the impact over a longer time period e. 4-6 months or even a few years after a sales promotion campaign. same is true in sales promotion strategies. Thus increased sales were more a result of sales borrowed from the future than increased consumption PRODUCT RANGE IN more: The various products in more are as follows: 1) Vegetables and fruits . these promotions rarely exhibit long term effects. They found that the combined short and long-term elasticity of promotions was zero. It is observed that each sales component generally lacked a permanent effect and the effect of promotion was short lived and increase in promotions affected consumers’ stockpiling decisions in the long run. The extra sales of a brand while promoted came virtually all from the brand’s existing long-term customer base for which the experience of buying the promoted brand was nothing new. It is found that although the short term effects of promotions are strong.between products of the promoted product category indicating brand substitution behaviour. Also found that retail price promotions create significant complementary and substitution effects within the store.g. The result showed that consumer promotions for leading brands of established packaged products had no after-effects on the brand’s sales or repeat buying loyalty. The Long term Impact of Promotions: Strategies are builds to reap the benefits for longer period of time. The stockpiling induced by a promotion was essentially offset by reduced demand in the long term. They stated that retail price promotions work as a form of implicit price bundling whereby the consumer surplus is transferred from the promoted item to non-promoted items.

most especially for fruits and vegetables.2) House hold items 3) Food and beverages(all premiere brand + private label) 4) Groceries-only private label 5) Dairy products 6) Non veg food items 7) Ready to eat items COLLECTION CENTRES More is having 47 stores all over the city. During Saturdays and Sundays. special promotions are offered for the products. All these . Thursday is specially quoted as “Product Day” on which promotions are given for some specific products. A special promotion named “Puthan Santhai” is conducted on every Wednesdays. The supply of products like fruits and vegetables for all these stores is from the following collection centres: • • • • • • • • • Olakkur Oddanchatram Local farmers Koyembedu Karnadaka Anthra Newsland Washington Australia PROMOTIONS IN more more is offering promotions on various days of the week. so that corporate customers can be pulled to the shop on week days too.

. These were the reasons why more is more preferred by most of the customers than other shops in the city. the price of the products in more will be comparatively less. The following are the promotion tools used : • • • • Paper Ads Leaflets SMS Plaza Radio Future it is planned to advertise promotions through TV Ads and Announcing the Ads over streets. Generally. even on the other days of the week.promotions are decided based on the past sales data.

2. The scope of the study is limited to Pudhucherry.1 SCOPE OF THE STUDY: 1) The result of this research can be considered for using it in improved future growth. 4) The study will help in improving the promotional strategies for the growth of more retail and the convenience of the more employees by these strategies. 2) The scope of the project to assist more retail to get an insight about promotional strategies which affect the decision of customers. 3) This project would be useful for further causal and descriptive studies to formulate a scientific method of evaluation of the effectiveness of promotional strategies. .

.2 OBJECTIVE OF THE STUDY 1) To understand store promotion at more 2) To analyse the effectives of promotional strategy 3) To study the measures to be adopted from the customers feedback.2. 4) To measure the quality of products 5) Impact of location on sales.

analysis. In this project report I have chosen Descriptive Research Design . Because the success of the business does not depend upon the guess work rather have the correct information about the customer. Research methodology includes not only research but also considers the logic behind that method. MARKETING RESEARCH Marketing research as a functional area of management is becoming increasingly important as compared to other field. how want. All decisions in modern business organization revolve around the marketing information. and use of information for the purpose of improving decision making related to the identification and solution of problem in marketing. what they want.2. Marketing research is the systematic and objective identification. It helps in studying how research is done scientifically. discrimination. Research methodology provides various steps that can be adopted by the researcher in studying in research problems. This information’s can be collected and utilized the help of marketing research. and the substitute available in the they market etc. how much they are able to pay.3 RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problems. collection.

it is population of Pudhucherry town Sample Size: A Sample is that part of the Universe which I select for the purpose of research. In descriptive Studies. In my Case.DESCRIPTIVE RESEARCH DESIGN: Descriptive research design are those studies which are concerned with described the characteristics of particular individual. the researcher must be able to define clearly. SAMPLE DESIGN A Sample Design is a definite plan for obtaining a sample from a given population. The majority of marketing research is descriptive and designed to help marketers get a better picture of their customers and their markets. Sample frame: Sample frame is Subset taken out from Sample universe in order to form sample. a competitor or other issue. It refers to the technique to the procedure adopted in selecting items for the sampling designs. it is the population of Pudhucherry. the procedure to be used must be carefully planned. what he wants to measure and must find adequate methods for measuring it along with a clear cut definition of population he want to study . Sample universe: Sample universe in statistics denotes the aggregate from which the sample is to be taken. This seeks to describe a market.Since the aim is to obtain complete and accurate information in said studies . In mine case. In mine Case. it is 100 .

The disadvantage of convenience sampling is that the units that are easiest to obtain may not be representative of the population. METHODS OF DATA COLLECTION For the present study data are collected from Primary and Secondary sources. I have adopted two types of questions:- · Open ended questions · Multiple choice questions .Sampling method: Convenience Sampling Convenience sampling is a non-probability sampling technique where subjects are selected because of their convenient accessibility and proximity to the researcher. For example products on top of a box of parts may be a different quality from those at the bottom. To making a well-structured questionnaire. Primary data Primary data can be collected through following methods:Survey through questionnaire:- For my market study. It is also called as Accidental Sampling. people who are at home when the market researcher calls may not be representative of the entire population. it is referred to as structured questionnaire. When questionnaire are constructed so that the objective is clear to the respondents they are Non-disguised questionnaire. It is a sampling method in which units are selected based on easy access/availability. when I have used a prescribed sequence of questions.

The limitations of this study are: Unable to cover large customers due to of shortage of time.The survey is based on primary data. Respondents may not give their exact views or hide some information. Most suitable time for the survey was late in the evening and it was difficult to find a customer at the day time. For collecting primary data. I did the following task: Secondary data Secondary data for this study where obtained from websites and books. Sample size is small and may not be able to show the true picture of universe. 2. so the respondents have to choose that options.4LIMITATIONS OF THE STUDY It is a fact that always there are some barriers for doing any study. . The questionnaire has only maximum four options.


The results of the study were as follows: .CHAPTER-3 DATA ANALYSIS ANALYSIS OF QUESTIONNAIRE: A survey was done to know the customer feedback about the more. SAMPLE SIZE – 100 The survey aimed to find out the perception of people about more and analysis of more with its competitors. This was done with the help of questionnaire.

The second fundamental focus in SWOT analysis is the identification of internal standard and weaknesses. Understanding the key opportunities and threats facing a firm helps its managers identify realistic options from which to choose an appropriate strategy and clarifies the most effective method for the firm. 4. which is symbol of quality. trust& transparency gives an edge to the more as people know that this brand will never deceive them at any point of time. A good fit maximizes a firm’s strength and opportunities and minimizes its weakness and threats. . It is based on the assumption that an effective strategy derives from a sound fit between a firm’s internal resource (Strength & Weakness) and its external situation (Opportunities & Threats).CHRTER-4 SWOT ANALYSIS SWOT is a widely used technique through which managers create a quick overview of a company’s strategic situation. This name itself earns lots of customers for the retail venture of more.1 STRENGTHS: Brand More: Due to the attachment of Brand more.

Home Delivery Facility: Home Delivery Facility was started to tap those customers who have time paucity to come to the store for shopping & this ultimately increases the customer base of the more. housekeeping & friendly behaviour of the staff makes the store ambiance perfect for shopping. If any product is deficient at any store and is required urgently.Centralized Management and Inventory System: Technology provides interconnectivity among the different stores & thus makes the management among the stores more efficient and helps in the flow of information regarding various aspects of the management of the stores. This centralized system helps in balancing the deficiency and surplus of different goods & services at different stores. Multi Commodity Shopping: This store provides opportunity to the customer to shop many different commodities at one place and this saves their time & money and thus enhances their utility. then the required product is arranged from the store having the surpluses. Cordial Staff: Cordial & Cooperative staff makes the shopping experience of the customers excellent and makes customer a delighted customer as he or she returns home with a smiling face. cleanliness. especially inventory of goods & services. Promotional Schemes: . Good Ambience: Hygiene. Rate of Fruits & Vegetables are Nominal: The rates of fruits & vegetables are nominal compared other retail stores in the city and this low price gives the best utility to the consumers.

Shortage of manpower is mainly felt during peak hours and thus quality of services deteriorates considerably & this impacts the consumers’ satisfaction level.2 WEAKNESS  Products are sold only at MRP: All the products are sold at their MRP only and this may hamper sales as. as the customer always wants maximum utility at the lowest prices.Excellent promotional schemes attract the customers towards the retail outlets. When the promotional schemes are attached with the different activities then it becomes the best tool to showcase that the company is customer oriented. 4. Billing takes too tong sometimes as the system shows different prices of the same products.  Slow Billing System: During the peak hours or rush hours.  Shortage of Man Power: Staffs less in more in comparison to its competitors like Spencer’s & Big Bazaar.  Stock Outs & Bad Quality: . So this weakness has to be tackled with utmost importance. many customers wants the products at discounted rate and thus this may drive the customers towards other retail formats & competitors. This will deter the customer and others in his contact to visit the stores during the rush hours & thus more lose its customer base. Most of the time staff is not available at the counters. only two or three counters remain operational out of five.

It was observed that many a times the quality of products was not up to the mark especially in F & V sections.3 OPPORTUNITIES:  Provides Online Shopping: Most of the customers buy their products by home delivery service because going & buying the products from the store is very time consuming. Venturing into other commodities in demand more varieties of products & services can be added to the portfolio by analysing the demand for the new products and services. It has also been observed that the old and bad stocks lay on the shelf for the sale with new stock due to which new stock also gets perish in very short time. more can render services to any customer living anywhere in the town. therefore more has the opportunity to provide online shopping to such customers. By venturing into new product market new customer can be gained and thus helps in increasing the customer base.  Innovative promotional schemes to attract masses: Innovative promotional schemes which make the products and services more attractive and appeals the consumers to visit the stores to avail the scheme. For example –If more gives discount to the customers for off time shopping then not only . Through a centralized online system.  Changing life style: Changing life style always provides best opportunity as it creates demand for new things & thus provides opportunity to the business community to tap the changing environment opportunities.  Parking space is not good  Offer’s announcements are not proper 4. state or in the country.

customers are becoming aware of this new way of shopping experience and are relishing this new experience.  New formats are coming like hypermarkets.  Change in the mind sets of the customers towards retail industry: With growing awareness among the customers about hygiene & health they have started buying the products from the retail stores to have quality products having highest standards.4 THREATS:  Competition from the local vendors: Local vendors possess a major threat to the booming retail industry as they provide the cheapest goods & services.  Can add more brands to its existing portfolio of brands 4. supermarkets this gives opportunity to tap the upper segment of the society & thus adds to the bottom line of the company. This would help to create new customers.  Should keep providing gift vouchers more should keep providing gift vouchers to the customers with the option of shopping anything with limit of the gift voucher. . Local vendors often had strong political support and thus may influence the decision makers.the consumers will visit the stores during lean time but will also stores to manage the peak hours. the only difference is the hygiene & quality of the goods and services being provided.  Boom in the Retail Sector: Booming retail sector is providing new opportunities to the retail business.

Most of the customers leave the store without buying anything from the store just because the staffs is not available to guide them. heavily hampers the normal functioning of the business and leads to heavy losses to the industry as well as to the companies operating in that economy. So the customers are now searching a place from where they can buy good quality products at reasonable prices. . Any innovative product & service can easily attract the customers towards them. etc. Heritage fresh. most of the counters are not operational even during the rush hours. etc.  Economic Factors Economic factors like inflation. recession.  Bad quality products One of the major threats for more is that customers are switching over the other retail outlets because fruits & vegetables are of 80% bad quality and even the rates are high according to the quality and thus make them dissatisfied with the services of the store.. Competition from other retail players: Other retail competitors like Spencer’s. thus reduces the customer base & hence profitability. also pose threat as they poach on the customer base of the company.  Disappointing Staff Services Retail being a service industry heavily depends on the quality of services to retain its customer base and thus any mismatch in expected & delivered services can be fatal for the business.


 The prime motive is to give the customer maximum satisfaction and value for their money.1 FINDINGS Study reveals the following important findings.CHAPTER-5 FINDINGS & SUGGESTIONS In this chapter an attempt is being made to present the finding suggestions and recommendations. 5.  The most effective methods used by more for promotions are Price off. . and buy one get one free.

 Store becomes too congested during peak hours.  In case of Fruits and Vegetables consistency in quality is not maintained.  The Retail given response that family is first priority because they get all the materials under one shop. 5. • • Consistency in quality should be maintained Possibility of non-food FMCG • More promotional activities .2 SUGGESTIONS Based on the study and findings the following suggestions and recommendations can be made. The duration of promotional strategies for 1-5 day are preferable in more to attract customers.  Many times fresh Fruits and Vegetables are mixed with rotten ones. teenagers are in second place due to the status symbol and in last necessary to target the family by making strategy according to it.  Majority of the customer class is working and have different social and life style needs.

• There should be separate billing counter for credit card holders. After a rigorous period of my project I came to know how practical knowledge is different from that of theoretical concepts. The study in “more” was focused on various promotional methods used and they were keenly observed and understood by me. • Parking facility to be considered • Alternative brands should be made available • Should modify exchange policy against the defective products to satisfy the customer. CONCLUSION It was a pleasant experience to have a project in a big company like “more”. • Home delivery facility need to be implemented • More staff needs to be recruited especially in billing section. . aged people and for customers who purchase few items.• There should be a centralised complaint system • More billing counters should be added and utilise the current available counters to save time during peak hours to save the customer better.

Revised Edition 2006 . The area in which more needs to focus is the gap factor in communication. Central Co-operative Stores Ltd. which by resolving.After analysing all the aspects of promotions at more. can make its promotional programme more effective and efficient. I concluded that the communication mix used is more effective and penetrating. BIBLIOGRAPHY A Vinod. Retailing Swapna Pradhan Management: TEXT & CASES . more is able to attract customer’s attention and earn targets. Marketing Management.

60 ( ) d) 60 above ( ) .com  www.scribd.com  www.com ANNEXURE 1) Gender of the consumer a) Male( ) b) Female( ) 2) Which age group do you belong? a)Less than 20( ) b) 21.morestore.WEBSITES  www.40( ) c) 41.com  www.scribd.Google.

500 ( ) b) Rs. 1000-2500( ) d) > Rs.3)How do you come to know about more? a)Advertisement ( ) b) Friends ( ) c)Relatives ( ) d) Others ( ) 3) How frequently you visit more? a) Daily( ) b) Weekly ( ) c) Monthly ( ) d) Once in a while( ) 4) Number of times visited in more? a)> 5 times( ) b) 4 times( ) c) 3 times( ) d) < 3 times ( ) 5) What do you mostly shop at more? (you can tick more than one) a) F & V( ) b) Grocery( ) c) Food items( ) d) Non-food items ( ) 6) Are you purchasing the item through? a) Membership card( ) b) cash ( ) c) both ( ) d) none ( ) 7) How much do you spend in purchasing from the store? a) < Rs. 500-1000 ( ) c) Rs.2500( ) 8) Preference of shopping? a)Quality( ) b) Price( ) c) Brand( ) d) One stop shop( ) .

9) Which store do you kept in preference for purchasing? a)more( ) b) More fresh( ) c) Local market( ) d) Others ( ) 10) Do advertisement and promotion influence your shopping decision? a) Yes ( ) b) No( ) 11) Which form of advertisement do you think is most effective? a) Print/ Newspaper( ) b) Television( ) c) Radio( ) d) Telephone ( ) 12) Are promotion scheme easy to understand? a) Yes ( ) b) No( ) 13) Will popular peoples promote the better marketing? a) TV actor( ) b) Sports star( ) c) Television artist ( ) d) Famous person( ) 14) How well do you remember these advertisements? a) Very well ( ) b) Somewhat( ) c) A few details( ) d) Not at all( ) .

15) Did you get help from staff when asked? a) Yes ( ) b) Sometimes( ) c) Never( ) 16)What do you like the most at more? a)Price up to satisfaction( ) b) Various options available to choose c) Display of merchandise( ) ( ) 17)Are you satisfied with the variety of products at more? a) Yes ( ) b) No( ) c) some time ( ) 18)Rate more Store on the following parameters (Please tick the option based on your experience) Parameters Offers& Schemes Don’t know Poor Average Good Excellent .

Range & Variety of products Price & quality of the Products Parking Facility Home Delivery Brand Name Return or Exchange Policy Loyalty Experience Freshness of the product Compared to other malls Store ambiance Complaint handling Ability to meet your requirements Customer service Your perception about more .

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