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DMART Presentation Diversify

DMart is a supermarket chain founded in 2002 that owns and operates 238 stores across 11 Indian states. It aims to offer customers good products at great prices. To achieve this, DMart implements a marketing mix strategy focused on keeping prices low through bulk purchasing and vendor discounts. It targets middle-class and lower-middle-class customers. Most of DMart's stores are company-owned, keeping costs low and allowing for continued expansion across India.

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Abhishek Goyal
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1K views10 pages

DMART Presentation Diversify

DMart is a supermarket chain founded in 2002 that owns and operates 238 stores across 11 Indian states. It aims to offer customers good products at great prices. To achieve this, DMart implements a marketing mix strategy focused on keeping prices low through bulk purchasing and vendor discounts. It targets middle-class and lower-middle-class customers. Most of DMart's stores are company-owned, keeping costs low and allowing for continued expansion across India.

Uploaded by

Abhishek Goyal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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DMART

 BACKGROUND :

 Founded in 2002 by Radhakishan Damani.


 The supermarket chain of DMart stores is owned and operated by Avenue Supermarts Ltd.(ASL)
 First store was launched in Powaii in 2002 and now has well-established 238 stores across 11 states
in India.
 After the IPO posting, it made a record opening on the NSE.
 Recently it entered the list of top 15 most valued companies by market cap, as it hit the Rs.3
Trillion mark.
 Referred as – ‘Walmart Of India’.
 MISSION,VISION AND VALUES :

 The core objective is to offer customers good products at great value.


 So, the mission is to try to be the lowest priced retailer in the regions they operate.
 They research, identify and make available new products and categories that suit the
everyday needs of the Indian family.
 The vision is to offer customers a wide range of basic home and personal products under
one roof.
 There values include Dedication,Integrity,Respect,Excellence and Determination.
 CURRENT MARKET SEGMENT :

 DMart's target customers are the middle-class groups and lower-middle-class groups.
 Those who often want to buy low-cost goods that come with hefty discounts but are of
good quality.
 This makes DMart attract an extensive customer base than many other retailers.
 MARKETING STRATEGY :

 Implemented strategy called as ‘Marketing Mix’.


 This concept is based on pillars of 4Ps :

1. Price strategy
2. Promotion strategy
3. Place strategy
4. Product strategy
 PRICE STRATEGY (Most important one) :

 DMart provides discounts and offers products at less than competitive prices.
 This makes customers buy products in bulk which results in a huge volume of sale.
 Underlying reason being,DMart pays off their credit to their vendors within a week unlike its
competitors.
 This helps the company benefit in many ways including the huge discounts that they get from
the vendors.
 These discounts from vendors result in overall low prices of the products for the customers too.
 PLACE STRATEGY :

 They adopted Store Ownership strategy.


 They own around 80% of all the stores.
 This made DMart a low or no debt company, thereby strengthening it financially.
 The company doesn’t accrue any monthly rental costs.
 All of this helps in opening more stores and gain high positive cash flows.
 All of its stores are strategically placed which provide easy accessibility to gain a
competitive advantage
 PRODUCT STRATEGY :

 Product wise, it offers a wide range of products, to cover their maximum target
customers.
 The company has segmented its products into 3 categories, i.e Foods, Non-foods and
General Merchandise Apparel.
 It uses B2C i.e Business to Consumer strategy.
 B2C helps in eliminating the middleman i.e. distributors and wholesalers from the chain.
 This helps in passing their commissions as discounts to the consumers.
 PROMOTION STRATEGY :

 Unlike its competitors, this company doesn’t engage in aggressive marketing promotion.
 It focuses on Low-Cost Advertising Mediums.
 Main marketing strategy is that the company is recognized among its end-users via “word
of mouth”.
 GROWTH IN INDIA :

 Dmart has reported a 46.6 percent increase in its standalone revenue from operations at Rs
7,649.64 crore for the second quarter ended September 2021.
 Its total number of stores as of September 30, 2021 stood at 246 all across India.
 In the pre-pandemic July-September quarter of FY 2019-20, it had a revenue of Rs 5,949.01 crore.
 In FY21,DMart Ready (primarily Mumbai) reported sales growth of 124% ,contributing 3.3% to
overall revenue.
 Company intends to open 37 new stores this year, aiming to make up for the tepid store opening in
FY21.
THANK YOU!

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