HISTORY OF V-MART

V-MART IS AN INDIAN RETAIL CHAIN THAT STARTED IN 2003. IT FOCUSES ON PROVIDING

AFFORDABLE FASHION AND LIFESTYLE PRODUCTS IN SMALLER TOWNS AND CITIES. THE
COMPANY HAS EXPANDED STEADILY, OFFERING A VARIETY OF APPAREL, ACCESSORIES,
AND HOUSEHOLD GOODS. V-MART'S GROWTH IS ATTRIBUTED TO ITS STRATEGY OF
CATERING TO THE NEEDS OF MIDDLE AND LOWER-INCOME CONSUMERS IN NON-METRO
AREAS, CONTRIBUTING TO ITS SUCCESS IN THE RETAIL MARKET.
 STRATEGIES USED IN V-MART

 Wide Product Range: The company offers a diverse range of products, including apparel, accessories, and
household items. This wide product range helps attract a broad customer base, providing a one-stop shopping
destination
 Affordable Fashion: positions itself as a value-for-money retailer, offering affordable yet trendy fashion and
lifestyle products. This strategy appeals to budget-conscious consumers in semi-urban and rural areas.
 Focus on Tier II and Tier III Cities: V-Mart strategically targets smaller towns and cities, tapping into markets
with limited organized retail presence. This approach allows the company to cater to the needs of consumers in
these areas.
 Localized Merchandising: V-Mart understands the local preferences and cultural diversity of its target markets.
The company tailors its merchandise to suit regional tastes, ensuring a more personalized shopping experience
 Expansion and Store Presence: V-Mart has focused on expanding its store network, increasing its footprint in
untapped regions. This helps in building brand visibility and capturing a larger market share.
 Customer-Centric Approach: The company emphasizes a customer-centric approach by offering a pleasant
shopping experience, maintaining quality products, and providing competitive pricing. This helps in building
customer loyalty.
PRODUCTS IN V-MART
Marketing Mix (4Ps) of V-Mart

1.Product: V-Mart offers a diverse range of products, including apparel, footwear, accessories, home and
lifestyle items, beauty and personal care products, toys, and general merchandise.
The products focus on affordability and trendy fashion, catering to the needs of middle and lower-income
consumers in non-metro areas.
2. Price: V-Mart positions itself as a value-for-money retailer, providing affordable products to its target market.

Competitive pricing and discounts contribute to the brand's appeal, attracting budget-conscious consumers.
3. Place: The retail chain strategically locates its stores in Tier II and Tier III cities, focusing on areas with limited
organized retail presence.
4. Promotion: V-Mart employs promotional activities, including advertising through various channels, to create
brand awareness and attract customers.
Seasonal sales, discounts, and loyalty programs contribute to customer engagement and retention.
STP Analysis (Segmentation, Targeting,
Positioning) of V-Mart

1.Segmentation:
Geographic: Focus on Tier II and Tier III cities in India.
Demographic: Targets middle and lower-income consumers, offering products for men, women, and
children.
2. Targeting :
Targets consumers in semi-urban and rural areas, providing them with affordable and fashionable
products.
3. Positioning:
Positions itself as a value-for-money retail brand catering to the fashion and lifestyle needs of customers
in non-metro areas. Emphasizes affordability, trendy designs, and a diverse product range to
differentiate itself in the market.
Financial Position & Market Coverage

Financial Position :
Present Market price of the v- Mart share is126.75

Market Coverage:
V-Mart primarily focuses on market coverage in Tier II and Tier III cities in India. The retail chain strategically targets
regions where organized retail presence is limited, aiming to serve the fashion and lifestyle needs of consumers in
smaller towns and cities.

CONCULISION:
To conclude that that Indian retail industry is very complicated in nature because the taste and preferences of the
customers vary a lot in nature. The customers are very choosy in nature; they are not ready to compromise with their
requirements. The customers have lots of option related to the choices. There are many competitors in the retail industry.
So the sales and promotion activity of the company is the only tool to attract the customers.