2. The project also includes the day to day marketing activities of more.Megastore across all locations. Marketing communications are the means by which a company attempts to inform, persuade, and remind consumers – directly or indirectly- about the products and services they sell. In a sense, marketing communications represent the “voice” of the company and its brands and are a means by which it can establish a dialogue and build relationships with consumers.

3. Marketing communications also perform many functions for consumers. They can tell or show consumers how and why a product is used, by what kind of person, and where and when. Consumers can learn about who makes the products and what the company and brand stand for; they can also get an incentive or reward for trial or usage. Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things. They can contribute to brand equity- by establishing the brand in memory and creating a brand image- as well as drive sales and even affect shareholder value. The advertising and marketing at a hypermarket is done via various channels like newspaper inserts and direct mailers, hoardings, bus panels and radio jingles. To publicize its stores ABRL follows almost all the mediums across locations. The offers & promotions are communicated to the customers via daily advertisements in newspapers and radio. A direct mail or a newspaper is a direct form of marketing

4. INTRODUCTION

6. More fruit drinks and bottled water.

8. Growing premium foods.

9. Increasing private label.

10. From “packaged as stale” to “packaged is hygienic and high quality”.

11. Increased tendency towards disposability.

12. Shift from price consideration to design and quality.

14. Lifestyle

15. Frequent eating out.

16. Growing health and dietary supplements.

17. Growing organic produce.

19. To provide great value to the customers by offering them strong brands at unbeatable prices.

20. To create differentiation and loyalty across stores.

21. The first private label product was launched by Aditya Birla Retail Limited in July 2007. The portfolio today covers 54 categories and has over 300 products in processed food, home care and personal care, and an additional 200 products in 5 categories of staple products such as Cereals, Flour, Pulses, and Sugar/Salt/Spices & Edible Oil.

22. In 2008, the company was conferred the Golden Spoon Award for the Most Admired Private label Food & Grocery Brand.

24. Open to change with a modern orientation

25. Quality Conscious

26. Well informed

27. Seeks service

28. Wants a complete shopping experience

30. 6) Why is customer perception important for a business like ABRL?

31. For every retail organization it is important to know what the customers think about their store, their prices, the look of the store, the store personnel etc. and most importantly whether they are better than their competitors or not.

32. The Exit Interviews done at Thane framed a clear picture as to what all needs to be done in order to maintain the sales as well as the goodwill of the company. My project on customer perception and customers media habits would help the company to know what the customer thinks about more.Megastore and what all activities does the company need to take up for brand communication. How far are the customers satisfied? This survey at the lower level would provide the company with the knowledge of the loop holes so that it can formulate policies at the higher level that are beneficial to the customers help retain their customer base and survive in the already saturated and competitive telecom market. With the help of this project the company can monitor the customer loss rate and can contact the customers who have left or switched over.<br />REFERENCES<br />WWW.MORESTORE.COM<br />Business Marketing& Planning - Subhash C. Jain<br />