THE STORY SO FAR..

Founded on May 2002 by Radhakishan Damani, under Avenue supermarts ltd.

132 Stores across India.

53% revenues from food and grocery items & 21% from other fmcg products.

Best in industry CAGR (40%)

Best inventory turnover (14.18)

Product prices 5-6% lower than all listed competitors.

Our secret “Doing small things repeatedly & consistently”

Positioning gives cues of “cheap/cheapest products”

Expansion is a challenge with current positioning

THE ANALYSIS (Customers)

CURRENT CUSTOMERS:

• Value conscious.

• First time consumers.

• Price sensitive.

• Promotions sensitive.

• Content with no frills setup and

limited choice.

• Deals, promotions, word of

mouth KPI.

COMPETITORS

Highly competitive space.

Competitors strive for cost leadership.

Festivity based promotional campaigns (Big Bazaar Ganpathi, #dildar Diwali)

Affective message strategy used for promotions by Big Bazaar, Reliance fresh.

Informative communications used by online competitors and small scale retailers.

COMMUNICATIONS

Catalogue/pamphlet based

communications.

Regionally focused promotions.

Informative pamphlets,

catalogues placed between

regional newspaper and e-

newspapers.

Absence of any Pan India brand

promotions.

Focus on “daily discounts”

Minimum focus on design,

maximum focus on message.

OPPORTUNITY ANALYSIS

“Emerging affluent middle

class”

• Expected to be

responsible for almost

34% of retail

consumption by 2025

(BCG)

• Essential to locate and

target this segment.

THE TARGET MARKET

• Emerging affluent

• Rurban

• Time starved

• Achievers

• Experiencers

• Affluent, Aspirers.

• Age 25- 50.

• Metropolitan,Tier 1, Tier 2 & Tier 3 cities.

GEO. DEMO

BEHAV.PSYCH.

(VALS)

THE POSITIONING

Value-Based

Positioning.

Focus on ‘smart

purchases’.

Positioning statements

“Buy Smart, Save Big”

‘Bigger Savings, Better

Life”

DAGMAR

Awareness is low especially in Metropolitan and Tier 1 cities.

Customers are aware of the “cheap/low price” cues but need to be

informed about the “value based positioning”

Establish a superior brand promise “quality is our default, price is our

effort”

Motivate our target segment to make purchase decisions, using the

“smart purchase” and “better life” positioning.

OBJECTIVES

Spread Brand

Awareness

Enhance Brand Image

Strengthen Brand

Associations (Smart

purchase, value)

BUDGET

Objective and Task Approach

ADVERTISING AGENCY

XEBEC - Full service agency.

ADVERTISING APPEAL

Music

Rationality

Emotional

MESSAGE STRATEGY

Pre-emptive messages

Emotional Advertising

Comfort Advertising

EXECUTIONAL

FRAMEWORK

Slice of Life

Fantasy

MEANS-END CHAIN

Smart & value for money

purchases, Presence across

cities

Better standard of life,Biggersavings

Less Search Cost , High Reliability ,

High Assurance

Happiness, Wisdom,

comfortable life,Happy

Life

High Social Acceptance

Self Fulfillment

Media class

OBJECTIVE

Spreading Brand Awareness

Enhancing Brand Image

Strengthen Brand

Associations (Value, Made in

India, Quality)

Class

Digital(#HumansofDMart

(Twitter, Facebook,

Instagram))

OoH(Billboard/Pamphlet

Poster (Buy Smart, Save Big)

E-City flyover, Kanakapura

road, Banerghatta main road

(Jayanagar),HAL Old airport

road, Begur Main Road.)

Broadcast (Video Campaign

(Youtube, Television))

PRESS RELEASE

#Humans of DMart

ATTENTION – TARGET MARKET

INTEREST

DESIRE

ACTION

Media Vehicle

YouTube page DMart will be created.

Video will be advertised through YouTube, Hotstar,

Amazon Prime.

Television channels

• TV9 News ( 8 pm - 9pm slot)

• Colors Kannada ( 8pm – 9pm slot)

LINK : (PASTE LINK HERE)