Sales promotion at dmart

2.  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.

3. India 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.

5. D-MART
MEHNAT HAMARI BACHAT
AAP KI...!
MISSION
“ TO BE THE LOWEST PRICED RETAILER IN THE AREA OF
OPERATION / CITY / REGION.”
VISION
IT IS OUR CONTINOUS ENDAVOUR TO INVESTIGATE, IDENTIFY &
MAKE AVAILABLE NEW PRODUCT CATEGORIES FOR CUSTOMER’S
EVERYDAY USE & AT THE BEST VALUES THAN ANYBODY ELSE

6.  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.

8. 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.

9. 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.

10. BAGGAGE
COUNTER
CUTOMER SERVICE
COUNTER
PAYMENT
PAYMENT
PAYMENT
PAYMENT
SNACKS AND SWEETS
MEDICAL
STORE
FLOOR
MANAGER
REFUND
COUNTE
R
COLD STORAGE
COSMETICS
TOILETRIES
SKIN CARE
PERSONAL CARE
BAKED PRODUCTS
BISCUITS & FARSAN
VEGETABLES
&GROCERY
SOAPS
DETERGENT
DRAWING & SCHOOL
ARTICALS
WAY TO FIRST FLOOR
LIFT
GROUND FLOOR
TOILETWATER

11. STORAGE
TRIAL
ROOMS
FASHION
ACCESORIES
LOW PRICE T-
SHIRTS
UNDER
GARMENTS
KIDS
WEAR
LADIES
WEAR
FASHION
ACCESORIES
CLOTH
PIECES
TRIAL
ROOMS
LIFT
WAY TO II FLOOR
FROM GROUND
FLOOR
FIRST FLOOR

12. PUJA
ARTICLE
S
TOYS
SPORTS
EQUIPMENT
TIFIN BOX
KITCHEN ITEMS
UTENSIL
LUGGAGE
&BAGS
HOME
APPLIANCES
STORAGE
GIFT
ARTICLES
BED SHEET, TOWELS,
CURTAINS & PILLOW
COVER
FROM FIRST
FLOOR
LIFT
STORAGE
SECOND
FLOOR

13. 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.

14. 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.

16. 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

17. 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.

18. 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.

20. 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

21. 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

22. 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.

23. 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.

24. 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.

25.  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.

26. Store NO. %
Big-Bazaar 52 43.33
D-mart 38 31.67
Both 30 25.5
None 0 0.0
Total 120 100
Product:
Purchasing a product in Store
43.33
31.67
17.5
7.5
Purchasing a product in Store
Big-Bazaar
D-Mart
Both
None

27. Big 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

28. Big-Bazaar
Factor
1 2 3 4 5
No. % No. % No. % No. % No. %
Offer 22 29.73 21 20.27 17 22.97 10 13.51 14 18.92
Service 15 20.27 12 16.21 27 36.49 12 16.22 22 29.73
Quality 17 22.97 20 27.02 12 16.21 11 14.86 18 24.32
Availability 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 16.22
Total 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 08.69
Service 09 19.57 10 21.74 05 10.87 13 32.60 15 32.61
Quality 11 23.91 13 28.26 09 19.57 16 39.14 07 15.22
Availability 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 19.55