Retail VisitOf

D Mart MEHNAT HUMARI BACHAT AAPKI…!

ByPriya Mathur

Submitted by: Priya MathurPgdm2/1522Universal business school

Submitted to: Prof. Bibhas b.Dean academics

Universal business school

A. The socio-economic importance of the retailer in that particular area.

The socio-economic importance of D Mart is very high in that area because,Firstly it’s a Very big chain of super market on which people can trust easily.Secondly, it’s an only D Mart in Andheri (east and west) and it’s located on chandivalli farm road and it is only a super market in that area.So, more crowd is there whether it’s weekdays or weekend, whether its noon or evening and more number of buyer derives more number of employee who needs to be present in every wing to help the customers.

B. Identify the Retail Type and its Product Mix or Service Categories.

Retail Type is mix they are serving from kitchen items to house décor items, stationary to luggage bags, disposables to utensils, apparels to beauty products, vegetables to medicines, from CD, DVDs to gift articles and weekly discounts to season special discount in short all FMCG items you can find easily under one roof.

PRODCUT MIX:Grocery, Fruit & Vegetables, Beverages, Frozen Food, Dairy products, Personal and Home care, Foot wares, Cosmetic Items/ Beauty care, Medicines, Household utensil, Fashion accessories, Movie CD’s and Gifts articles, Apparels/Garments.

Organizing structure of D Mart, Andheri.

C. Evaluate the key strategic drivers of the industry and what makes it successful.

This is basically belong to FMCG industry as they are holding every keen items of FMCG from basic demand to high needs.

The first reason of their success is, that they are already a very famous and well known in super market Market.

Secondly, they are providing every little and highly required FMCG product under one roof which provide ease of comfort.

Thirdly, they are giving discount on very small thing like water bottles which surprise the customer and make them happy, which make their customer to buy more.

Fourthly, they have their employee in every wing to help customers in finding what exactly they want.

More billing counter to avoid the queue at the time of billing,

D. Identify technology, man power & process of the Retail store operations.

Several technology they are using like:

Bar code scanner and Computer for showing the calculation of bills. Electronic Data Capture (EDC) machine. Lifts (big in size). Weighing machine for Rice and other raw thing. 360 degree CCTVs. Security tag on apparels. Electronic entry gate to scan a person.

Man power is very high in every branch of D Mart because they have employee for:

Helping Staff Arranging the goods Manager of every branch Cleaning staff Inventory staff Cashiers Security guard.

Cloak area manager.

Process of D Mart store operation:

When person arrive at D Mart firstly, they need to submit their bags or get the bag sealed.

Then they need to pick up a basket/trolley and pass through a security check gate to enter into D Mart.

Then what all they need to roam and pick what they want or they find attracted towards.

Then they go to billing counter, pay the bill and check out after shop.

E. Identify the Promotional Mix Strategy applied by the Retailer to be competitive.

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. Like: 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 discountLike: “HALDIRAM” sweets were selling at Rs.25 wherein the actual MRP was Rs.45.

Even they also season special offerLike: They currently have ‘gudi-padva special offer’

Even they Promotes their products in way to helping the customers like on stairs.