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TO COMPARE,CONTRAST & EVALUATE THE RETAIL STRATEGIES OF THREE SUPERMARKETS.
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
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Middle Class & Upper Middle Class
Middle Class Middle Class &Lower Middle Class
LOCATION STRATEGY
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Located in
Malls &
Besides
Railway
Stations
Located in Up –
Market
Residential &
Semi-
commercial
node of city
Located in
newly
developed
Areas
PRODUCT & MERCHANDISE MANAGEMENT
Food Bazaar Reliance FreshReliance Fresh MoreMore
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
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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
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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
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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
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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)
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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:
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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.
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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
