sales promotion at dmart
TRANSCRIPT
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SALES PROMOTION
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SALES PROMOTION Sales promotion is one level or type of marketing aimed either at the consumer or at
the distribution channel (in the form of sales-incentives). It is used to introduce new product, clear out inventories, attract traffic, and to
lift sales temporarily. It is more closely associated with the marketing of products than of services. The need for promotion arises from the intensity of competition. Sellers must
somehow attract customers' attention. In the open markets of old (and farmers markets of today), sellers did and do this by
shouting, joking with customers, and sometimes by holding up a squealing piglet for everyone to see.
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RETAIL MARKETIndia is loand increasing RETAIL opportunities. Retailing has bright prospects, propelled by the lifestyle changes taking place among
the customers. The retailers have realized that creating superior customer service is the key for their
success. The challenge to the retailer is not only to satisfy the customers, but also to delight
and retain relationship with the customers. In this situation, well carved-out retail marketing strategy is essential which is
specially designed for maintaining Customer Relationship Management and also which is the need of the hour.
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D-MART
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MISSION AND VISION STATEMENT
D-MARTMEHNAT HAMARI BACHAT AAP
KI...!MISSION
“ TO BE THE LOWEST PRICED RETAILER IN THE AREA OF OPERATION / CITY / REGION.”
VISIONIT IS OUR CONTINOUS ENDAVOUR TO INVESTIGATE, IDENTIFY
& MAKE AVAILABLE NEW PRODUCT CATEGORIES FOR CUSTOMER’S EVERYDAY USE & AT THE BEST VALUES THAN
ANYBODY ELSE
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IMAGE SET-UP Setting up an Image of a DISCOUNT STORE. Offers VALUE FOR MONEY Provides a lot of offers
Some for a specific period Some throughout the year
TARGET GROUP: Value conscious Upper / Lower middle income customers.
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DMART RETAIL MIX
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STORE LOCATION Situated at Koparkhairane since the last seven years. This area has got lot of potential in terms of customers.The middle income
group mainly resides here and nearby areas. There is lot of traffic (both vehicular and pedestrian). Also it is easy to
access from Koparkhairane side since TMT, NMMT, KDMT and BEST bus stop is nearby.
Large frontage makes mall clearly visible from outside. ATMs are available near the mall for one to withdraw money, if required.
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LAYOUT All FMCG products which are used daily are kept on the ground floor The Vegetables and medicines counter are also situated on the ground
floor. The first floor is mainly for apparels/Garments. Mens, women and kids wear
are available on this floor The second floor stores all the home appliances, utensils, sports
equipments, and gift articles etc. Each section has one attendant on average. The floor cleaning activity is
outsourced.
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BAGGAGE COUNTER
CUTOMER SERVICE COUNTER
PAYMENT
PAYMENT
PAYM
ENT
PAYM
ENT
SNACKS AND SWEETS
MEDICAL STORE
FLO
OR
MAN
AGER
REFUND COUNTE
R
COLD STORAGE
COSMETICS
TOILETRIES
SKIN CARE
PERSONAL CARE
BAKED PRODUCTS
BISCUITS & FARSAN
VEG
ETAB
LES
&
GRO
CERY
SOAP
S
DET
ERG
ENT
STORAGE
DRAWING & SCHOOL ARTICALS
WAY TO FIRST FLOOR
LIFT
GROUND FLOOR
TOIL
ETW
ATE
R
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STORAGE
TRIA
L RO
OM
S
FOOTWARES
MENS WEAR
FASHION ACCESORIES
LOW PRICE T-SHIRTS
UNDER GARMENTS
KIDS WEAR LADIES
WEAR
FASHION ACCESORIES CLOTH
PIECES
TRIAL ROOM
S
LIFT
WAY TO II FLOOR
FROM GROUND FLOOR
FIRST FLOOR
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PUJA ARTICLE
STO
YS
SPORTS EQUIPMENT
TIFIN BOX
KITCHEN ITEMS
UTENSIL
SPORTS
EQUIPMENT
LUG
GAG
E &
BAG
S
HO
ME
APPL
IAN
CES
STO
RAG
E
GIFT ARTICLES
BED SHEET, TOWELS, CURTAINS & PILLOW
COVER
FROM FIRST FLOOR
LIFT
STO
RAG
E
SECONDFLOOR
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EXTERIOR DESIGN The exterior also houses baggage counters and safe deposits Certain food and refreshment stalls for the shoppers to enjoy. Metal railing are built for the shoppers to sit and rest. Security personnels are employed to check the customers with metal
detectors for security reasons. There is a single door for entry, whereas two doors for exit. Located in the middle of koparkhairane. The exterior design is very
ordinary and functional at best. It consists of a three storey complex. The building is painted white with D-MART logo clearly visible from the road.
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INTERIOR DESIGN The interiors are green, associating it with the colour of their logo. The whole store was floored with ceramic tiles. Adequate light was focusing on
product for the convenience of the customers. Music was pure soft hindi music which appealed to the target customers.
DRAWBACKS : There was no proper storage space, heavy bulky products can be found lying on
the floor. There is hardly any space between the two parallel racks selling general
products. The shopping trolleys are not allowed to be carried from one floor to another
floor. The ceiling was not properly constructed as a result the A/C duct and outlets
were exposed completely.
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CATEGORY OF PRODUCTS 1. Grocery 2. Fruit & Vegetables 3. Beverages 4. Frozen Food 5. Dairy products 6. Personal and Home care 7. Footwares
8. Cosmetic Items/ Beauty care 9. Medicines 10. Household utensil 11. Fashion accessories. 12. Movie CD’s and Gifts articles 13.Apparels/Garments
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MERCHANDISE The product mix is good & lot of variety is available. The assortments for apparels is done as per the price and size. The D-Mart offer price and the Max. Retail Price both were visible on
the price card During the festival season, the festival items are kept in the main area. A wide variety of festival and decorative items for Ganpati and Navratri
festival are kept along the main passage. The whole area was divided as per the products that they offered like
apparels, stationeries, crockery’s, sanitary items, gift articles, steel items, detergents, vegetables, fruits, etc.
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ADVERTISING & PROMOTION D-Mart hoardings can be found on the lamp-posts on major roads in Navi
Mumbai area. D-MART usually advertises in major newspapers giving information about
their latest offers Promotion and sales offers were present for most of the items.
E.g. There were a discount of 10 % on all CINTHOL products and Cadbury chocolates.
There was one separate whole shelf for products that were offered at huge discount for instance “HALDIRAM” sweets were selling at Rs.25 wherein the actual MRP
was Rs.45. DRAWBACKS: There is no proper hoardings that shows D MART is in vicinity.
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PRICING The prices offered are economical in D-mart. EDLP (Everyday low pricing) pricing strategy is followed. D-Mart offers minimum 2% to 10% discount on MRP and straight 5% on
medical product, except grocery, vegetables and fruit items. (Bundled price) Two or more products were packed and were available at a
discounted price. E.g.:- Santoor soap bundled along with a Wipro CFL bulb.
Multiple unit pricing: - This strategy was followed for stimulating sales. E.g.:- Soap bars bundled together
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SERVICES & PERSONAL SELLING There were personal Selling for some newly launched products.
We observed an instance of personal selling for Procter and Gamble products like the Olay cream.
Also there was a huge amount of personal selling in case of perfumes and cosmetics and apparels.
DRAWBACKS :
The many staff were unfriendly and unfamiliar with rules. There were huge queues for billing products, there was no segmentation
done for the customers on the basis of their purchases. Also customers frequently complained the debit/credit cards machines
were not operating properly
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SWOT ANALYSIS FOR D-MART Low price, competitive price Good/stable image as a retail store Spacious and situated at a prime location
STRENGTH
WEAKNESS• Low brand loyalty among customers. Big bazaar has huge loyalty factor
• Poor space utilization in stores.• No backing of a known corporate/business house.• Doesn’t sell electronic equipments, which are currently in huge demand.eg Laptops,Plasma TV’s, Digital cameras,Mobile phones.
• Stand alone stores, not situated in any commercial building/malls/hub.
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OPPORTUNITIES Booming retail sector. Limited presence in Suburbs, town markets can be potential untapped
markets in major cities.
THREAT Presence of competitors like Big bazar, Walmart, Reliance retail. Global Retail MNC’ S can open individual stores once FDI cap is removed.
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SUGGESTIONS Operational floor is mainly utilized for storage. D-mart should build better
storage shelves in the basement area, where back office is situated. Adequate and spacious trial rooms should be provided to avoid rush during
peak hours and holidays. Products should be kept in shelves ,instead of products lying on the floor. Adequate shelves should be made instead of using the cartons of boxes
doubling up as a shelf. The products were not properly kept on the shelves, and every shelf had
certain damaged goods, so regular monitoring is necessary. The staff is not well trained to handle customers belonging to different
backgrounds and attitudes, so better selection and training programs should be initiated.
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CONTINUE… The Ceiling is not appropriately constructed, as a result the A/C duct and
outlets are exposed completely, we recommend D-Mart can hire services of a well renowned Retail interior specialist, and his services/recomendations can be adopted for the retail outlets of D-mart.
D-Mart doesn’t have its website, so they should create its new website, which is updated on a regular basis.
They don`t allow customers to carry trolleys from one floor to another, So this practice should be avoided, and care should be taken that customers don’t face inconvenience while shopping.
D-Mart should advertise regarding its outlets more often and should spend more on advertising for greater reach.
Separate billing counter should be provided for shoppers purchasing few products / for faster customer turnover.
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BIG BAZAAR & D-MART
Store NO. %Big-Bazaar 52 43.33D-mart 38 31.67Both 30 25.5None 0 0.0Total 120 100
Product:Purchasing a product in Store
43.33
31.67
17.5 7.5
Purchasing a product in Store
Big-BazaarD-MartBothNone
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PRICINGBig Bazaar
Promotional Pricing: Special Event Pricing (Close to
Diwali, Gudi Padva, and Durga Pooja).
Differentiated Pricing: e.g. Wednesday Bazaar Bundling: e.g. 3 Good Day family packs at
Rs 60(Price of 1 pack = Rs 22) 5kg oil + 5kg rice + 5kg
sugar for Rs 599
Dmart Prices offered are economical Minimum 5% discount on MRP Gifts Coupons
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PROMOTIONBig-Bazaar
Factor 1 2 3 4 5No. % No. % No. % No. % No. %
Offer 22 29.73 21 20.27 17 22.97 10 13.51 14 18.92Service 15 20.27 12 16.21 27 36.49 12 16.22 22 29.73Quality 17 22.97 20 27.02 12 16.21 11 14.86 18 24.32Availability of Products
09 12.16 08 18.91 14 18.92 25 33.78 08 10.81
Quantity 11 14.86 13 17.57 04 05.41 16 21.62 12 16.22Total 74 100 74 100 74 100 74 100 74 100
D-Mart Factor 1 2 3 4 5
No. % No. % No. % No. % No. %Offer 15 32.61 12 26.09 14 30.43 07 21.73 04 08.69Service 09 19.57 10 21.74 05 10.87 13 32.60 15 32.61Quality 11 23.91 13 28.26 09 19.57 16 39.14 07 15.22Availability of Products
05 10.87 08 17.39 03 06.52 03 6.53 11 23.91
quantity 06 13.04 03 06.52 15 32.60 07 15.22 09 19.55Total 46 100 46 100 46 100 46 100 46 100