A STUDY ON ADAPTATION OF THE 4PS OF MARKETING IN RURAL MARKET IN CAPITAL COMPLEX (WITH SPECIAL REFERENCE OF RETAIL CHAIN STORE)

Report Submitted to the

Centre for Management Studies (NERIST)

in Partial Fulfillment of the degree in the MASTER OF BUSINESS ADMINISTRATION (MBA)

NERIST
By: NIPUMONI BARUAH (MBA/10/033) PRATIBHA GIRI(MBA/10/027)

Under the supervision of Mrs B.L. Sharma Centre for Management Studies

NORTH EASTERN REGIONAL INSTITUTE OF SCIENCE AND TECHNOLOGY (DEEMED UNIVERSITY) (UNDER MHRD, GOVERNMENT OF INDIA) NIRJULI, 791109, ARUNACHAL PRADESH 2012

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CONTENT
Introduction: Meaning of Retail Management. Rural Marketing Objectives Evolution of Retail chain store in Arunachal Pradesh. Profile of: 1. MaxMart.

Adaptation of the 4Ps of marketing in Rural market (With emphasize on Retail chain store of MaxMart in Capital Complex Area). 1. Product. 2. Price. 3. Place. 4. Promotion.

Findings Suggestions.

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INTRODUCTION:

Retail management is the sale by seller in small quantities to customer not for resale .

RETAIL MANAGEMENT:
The process of bringing the ultimate user to the main producer, through a series of stages, where retailing is the last one. It is not limited to quantities, but limited to the exact requirement of the ultimate user. Therefore, bringing about operational efficiency at this last stage, and creating an environment so compelling that he looks nowhere else, is "Retail Management". Retail Management is an art, and necessitates employing several tools of logistics management for a complete end user satisfaction. Retail Management - is getting to know the final user on behalf of the producer. Retail Management - is a process of facilitation.

RURAL MARKETING: Rural Marketing is defined as any marketing activity in which one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas. Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.

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Rural areas of the country or countryside are areas that are not urbanized, though when large areas are described country towns and smaller cities will be included. They have a low population density, and typically much of the land is devoted to agriculture

OBJECTIVE:
To study the role of 4 ps of marketing in Maxmart & the LOOT. To study the satisfaction of customers through these retail chain outlets.

EVOLUTION OF RETAIL CHAIN IN ARUNACHAL PRADESH: Maxmart:

Mr. Anil Sharma & Mr. Ajay Agarwal is the founder of Maxmart. First outlet established at Kolkata in 2007. Total seven (7) retail chain outlets across the country. More than 2500 employees are working around the nation. Maxmart target household customers.

The LOOT
Mr. Jay Mehta is founder & CEO of the LOOT. Started in 2006 at Mumbai. More than 125 retail outlets across the country. Its multi-branded discounted store.

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ADAPTATION OF 4PS IN RURAL RETAILING: PRODUCT: MaxMart: Varieties & ranges of products:
Apparels (for men, women & kids), FMCG products, Grocery items, Footwears and cosmetics

Branded & non-branded products:

Purely Non-branded products

Product quality:
Good quality at cheaper rate.

Discounted & non-discounted product:

Discounted products on festive season.

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PROMOTION:
Product promotion Hoardings, Radio FM, pamphlets, News papers

Discount and Gifts

Seasonal

Promotion control

Headquarter (Kolkata)

PRICE:
PRICE MAXMART

Controlling & fixing of price Pricing set according to

Headquarter (Kolkata) Target group

Pricing varies from place to place Depend on VAT

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PLACE: PLACE MAXMART

Number of store in Arunachal Pradesh Location

Single outlet store

Naharlagun

Selection of location

Feasible for the customers, targeted to the capital complex areas 15000 sq.feet

Area

FINDINGS:
Revolution in retail market of Arunachal Pradesh Availability of different categories of products at one store. Promotion offers may attract customers. Price is reasonable at these stores. Feasible location for customers and retailers. Well trained staff. physical evidence make comfortable shopping. Good customer relationship.

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SUGGESTIONs MAXMART:
Improvement on quality of Apparels. Requirements of branded items.

Need more space. More cash counters. Better parking facility.

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