Supermarkets

transcript

TO COMPARE,CONTRAST & EVALUATE THE RETAIL STRATEGIES

OF THREE SUPERMARKETS.

GROUP MEMBERS :

1) APEKSHA TARE – 03

2) KAJAL KAMBLE – 14

3) MAHESH PATIL – 15

4) MALLIKA CHINDARKAR -16

5) SANTOSH YADAV - 39

PRESENTATION MAP:

INTRODUCTION TO SUPERMARKET

COMPARISION OF SUPERMARKETS

IMPLEMENTATION OF STRATEGY

CUSTOMER RELATIONSHIP MANAGEMENT

RECOMMENDATION

SUPERMARKET

Definition:

A supermarket is a self-service store offering a wide variety of food and household merchandise, organized into departments. It is larger in size and has a wider selection than a traditional grocery store and it is smaller than a hypermarket or superstore.

FOLLOWING ARE SOME OF THE EXAMPLES OF SUPERMARKETS IN INDIA :

1) FOOD BAZAAR 2) RELIANCE FRESH3) MORE 4) SHUBHIKSHA5)SPINACH ETC….

COMPARISION OF SUPERMARKETS

TARGET MARKET

Food Bazaar Reliance FreshReliance Fresh MoreMore

Middle Class & Upper Middle Class

Middle Class Middle Class &Lower Middle Class

LOCATION STRATEGY

Located in

Malls &

Besides

Railway

Stations

Located in Up –

Market

Residential &

commercial

node of city

Located in

developed

PRODUCT & MERCHANDISE MANAGEMENT

They too cover FMCG products .

Sale of own brand productEg:’ More Selecta ‘

Along with daily need products they also cover health & beauty products.

Sale of own brand products eg: ‘Kadak chai’ & noodles.

They sell grocery & dairy products, staples & mainly focus on sale of fruits & vegetables

Sale of own brand productEg: Reliance select milk.

PRICING

Provide offers like BOGO( buy 1 get 1 free).

Heavy offers & discounts on products.

Sale of own brand products below MRP rates

Goods are available at discount from 6-50%.

Heavy discount on products purchased in bulk.

Adopt 3 pricing strategies depending on quality of product: Premium, Middle, Lower.

PROMOTIONAL STRATEGY Sales Promotion

Advertising

Public Relations

POP ( Point Of Purchase )

SALES PROMOTION

Host Events Within The Stores to create awareness of their own products

e.g. Kadak Chai, Assam CTC Tea

They give gifts , premiums & sampling occasionally

Variety of Short term incentives such as premium gifts, sampling.

WEDNESDAY BAZAAR

ADVERTISING

Symbols & logos, leaflets in newspaper , Packaging outer catalogue & Billboards.

Distribution of pamplets through news papers & leaflets to customers .

Newspapers, Catalogue, Audio materials, Directories advt in Tata Yellow pages.

PUBLIC RELATION

To maintain good public relation they do Donation & charity .

There are no such practices done in More.

Charitable donation , Seminars & camps, Publishes a Magzine ‘Money life’.

POINT OF PURCHASE (POP)

Purple color

is used

mainly to

display

discount

signage's.

More uses

orange to

display

discount

signage's.

Green is used

to display

signboard at

entrance &

signage's within

the stores.

IMPLEMENTATION OF STRATEGY

Introduction : Group- Future group Owner- Kishore Biyani

Place : Vashi , Centerone mall.

Target market: Middle class & Upper middle class.

Location strategy: Near the railway station, connected to the highway , located within the commercial area & mostly inside the malls.

Promotional strategy: Hoardings, Radio, Packaging outer providing carry bags including brand name & logo.

Merchandise & Product management: They offer variety of products like fruits & vegetables, beverages, frozen foods, sweets & farsaan

Introduction : Group- Reliance group Owner- Mukesh Ambani

Place : Nerul

Target market : Middle class.

Location strategy: Nerul is an upmarket residential and a semi commercial node of the city of Navi Mumbai.

Pomotional Strategy: Pamplets in newspaper, billboards (outside the store), Catalogue distribution.

Pricing: Heavy discount on products purchased in bulk, adopt 3 pricing strategies depending on quality of product 1) premium

2) middle 3) lower

Merchandise & product management: These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products.

Introduction: Group- Aditya Birla group

Owner- Aditya Birla

Place : Sector12, Khargar.

Target market: Middle class & lower

middle class.

Promotional strategy: Displayed their own brand products near check out counter. Distributing leaflets to customers through vendors. Newspaper advertisement.

Pricing strategy: Changes the offer weekly, come up with innovative offers like compare & save.

Merchandise & product management:

They sell some of the

products under their own brand named ‘More selecta’.

CUSTOMER RELATIONSHIP MANAGEMENT

Food Bazaar

Reliance FreshReliance Fresh

MoreMore

They also provide Club More membership card.

They too update customers about new offers through SMS.

They provide ‘Reliance one membership ‘ card.

They update their customers about new offers through SMS & emails.

They do not provide membership card.

They provide wide range of products under one roof.

RECOMMENDATIONS:

1) Place should be well lit & proper Ventilated.

2) Increase the range of products.

1) Increase walking space within the product racks.

2) Increase variety in health & beauty care products.

1) Proximity of location to places like offices & residential area.

2) Introduce different section for non-veg food products.

3) Introduce audio material inside the store .

4) Product knowledge amongst the staff should be improved.

5) Give more attention to cleanliness & hygiene factors.

3) Broadcast advertisement on T.V .

4) Increase no of check out counters.

5) Trolleys should be properly maintained.

3) Provide family membership card.

4) Separate check out counters for customers who buy in bulk.

5) Arrangement of products should be clutter free.

Thank you

Supermarkets

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