SALES PROMOTION

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.

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.

D-MART

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

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.

DMART RETAIL MIX

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.

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.

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

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

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

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.

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.

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

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.

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.

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

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

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.

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.

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.

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.

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

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

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