RETAIL MANAGEMENT

Submitted by :
JAI BAKLIYA

D Mart

is a chain of hypermarket and

supermarkets in India started by R K Damani. As

of 2016, it has 98 stores spread across

Maharashtra, Gujarat, Telangana, Andhra
Pradesh, Madhya Pradesh and Karnataka, and a
recent purchase of property in Rajkot shows that
it is well advancing towards expanding across
India

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 CUSTOMERS
EVERYDAY USE & AT THE BEST VALUES THAN
ANYBODY ELSE

Situated at chandkheda near 4 D Square

Mall.
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) and the place remains busy with
people specially students.
Large frontage makes mall clearly visible
from outside.
ATMs are available near the mall for one to
withdraw money, if required.
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 equipment, and
gift articles etc.
Each section has one attendant on average.
The floor cleaning activity is outsourced.
The exterior also houses baggage counters
and safe deposits
Certain food and refreshment stalls for the
shoppers to enjoy.
Metal railing is built for the shoppers to sit
and rest.
Security personnel are employed to check
the customers with metal detectors for
security reasons.

 There is a single door for entry, whereas two

doors for exit.
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.
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.

CATEGORY OF PRODUCTS
1. Grocery
2. Fruit & Vegetables
3. Beverages
4. Frozen Food
5. Dairy products
6. Personal and Home care
7. Footwear
8. Cosmetic Items/ Beauty care
9. Medicines
10. Household utensil

11. Fashion accessories

12.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
The whole area was divided as per the
products that they offered like apparels,
stationeries, crockerys, sanitary items, gift
articles, steel items, detergents, vegetables,
fruits, etc.
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.4

TARGET GROUP: Value conscious

Upper / Lower middle income customers.

Pros :
The store looks good from outside the
building has 3 floors and it is situated at a
very busy locality.
There are attendents in every section of the
store in order to help
Frequent announcements are made for the
customer in order to make them aware about
discounts and new products
The store is well-lited
Store is spacious and clean
There shelf edge labels everywhere in the
store
Discounts and all are very nicely displayed
Every product has some kind of discount on it
Products are neatly organised
The store provides basket and trolley services
to its customers
The store has 7 POS for easy and quick billing
Signage are hung on the ceiling for easy
visibility
Store is fully air conditioned
All the products are new there were no
expired or old products
There is an elevator service also in the store.

Cons:
The entry of the mall is very small which
generally does not look good and
inconvenient for customers.
The store cannot accommodate large crown
at once
Poor space utilization in the store.
Because of less number of POS it becomes
inconvenient for the customers to stand in a
queue
There were male security guards outside
women toilets and changing rooms
On the 1st floor bags and luggage were
displayed in unorganised manner.
Over stuffing of of some products could be
seen in some parts of the store
Ignorance could be seen in this picture

THANK
YOU