Group 1, Section B

Anirban 19P069
Ankush Sindol 19P072
Mayank Arora 19P094
Shashwat Naulakha 19P111
Vani Miglani 19P119
 Customer
Segmentation Target

Demographic All age groups

Middle and Lower-middle class

Geographic Metropolitan, Tier 1, Tier 2 &

Tier 3 cities

Psychographic Experience

Behavioural Emerging affluent, Rurban, Time

Starved
Products
 The D-Mart Store

Offers publicised, slotting

fees, product variety and size

Major street, parking space, Billing counter, impulse

clear store visibility purchase items
 Sourcing Other Aspects

Factory
Outlet
Super
Stockist
Stockist 01
No Franchising Model
All D-Mart stores are wholly owned and
managed by the company
Customer Retailer Wholesaler

02
Private Labels
v/s The brands D Mart, D Mart Minimax, D
Mart Premia, D Homes, Dutch Harbour,
etc are brands owned by ASL
Factory
D-Mart Customer
Outlet
03
D-Mart Ready
Unique shopping website and app to
order online and collect from
designated locations
 Reasons for Success and CVP
Reasons for Success & Customer Value
Key Differentiators Proposition (CVP)
• Heavy discounts and low prices Every day Low price- 6% Below MRP

• Focus on local supplies & tight control on How is this delivered?

inventory
• Strategic locations- near neighbourhoods
• Mostly owned stores- stability
• Focus on profitability- no frills & low
expenses
• Early payment to vendors & purchase in
bulk- better discounts
• Pay vendors early & buy in bulk to
get better discounts
• Pass on the lower costs to
customers in the form of lower
prices
• Minimize expenses by following
no frills approach
 ALDI Supermarket
Company Products Prices Promotion

German discount Limits its inventory to a Provides products at The brand has a policy
supermarket chain lean selection of up to 50% discount as of no advertising in
with over 10,000 stores private-label items. compared to Germany and relies
in 18 countries. 90% of the products competitors. The mainly on weekly
First store opened in sold are from its own products at ALDI are offline and online
1913 brand line. Moreover, even cheaper newsletter called “ALDI
ALDI focuses on a the company sources to those at Walmart. Informs”. They focus
no-frills shopping most of its products ALDI doesn’t less on advertising and
experience from the local vendors. entertain seasonal relied more on word of
characterised by Keep the prices low by discount and is more mouth marketing. In
simplicity, efficiency, stocking only non- focused on providing other parts of the
and clarity. perishable products. products at a cheaper world, advertises in
price 24×7 newspapers and TV
 ALDI Supermarket
No Frills Customers Locations

• Customers have to pay a quarter to use the Someone who They are able to build
shopping cart, which they get back when they evaluates groceries in 2nd tier locations.
return the cart. This reduces the requirement for from a utilitarian This offers huge
extra workers to collect and return the stray perspective. Aldi’s advantages not only in
carts customer wants low cost but also in
• All the products are sold in their original prices in a quick entering markets
shipping containers shopping environment where incumbent
• This strategy of closing after peak business and is willing to make retailers may have
hours reduces the wastage of money sacrifices on choice already the most
• Most of the branches don’t even accept credit and service. premium locations.
cards as a payment option to forgo the interest
charges Aldi operates a greenfield development strategy
• checkout operators don’t bag the groceries – where they ‘copy-paste’ the same optimised store
that’s for the customers to do themselves thus layout. This results in lower construction costs and
faster checkouts a standard (and thus faster) shopping experience
 D-Mart in post pandemic world
▪ One trend that emerged post pandemic is lesser trips and higher basket values
has become the norm across categories, with slower recovery in non-essential
D-Mart tied-up with housing societies and took orders through WhatsApp,
delivering products at home
▪ D-Mart also started home deliveries after getting order through its D-Mart Ready
App for its stores across the rest of the cities, during lockdown
▪ In the December quarter, D-mart launched its e-commerce operations in select
pin codes in three cities
▪ D-mart maintained its operating margin via lower overhead costs (for FMCG
products) and lower level of discounting
▪ D-Mart also intend to continue extended store operating hours
▪ D-Mart ready is operational in  Mumbai, Pune, Ahmedabad, Bengaluru and
Hyderabad
THANK YOU