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Dmart PPT Final

This project report analyzes D-Mart's marketing strategies and consumer satisfaction, utilizing a SWOT analysis to identify its competitive advantages and areas for improvement. The study highlights D-Mart's successful business model, which focuses on affordability and quality, while also addressing challenges such as customer service and stock availability. Recommendations for enhancing customer experience and expanding market reach are provided to ensure continued success in the competitive retail landscape.

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0% found this document useful (0 votes)
382 views16 pages

Dmart PPT Final

This project report analyzes D-Mart's marketing strategies and consumer satisfaction, utilizing a SWOT analysis to identify its competitive advantages and areas for improvement. The study highlights D-Mart's successful business model, which focuses on affordability and quality, while also addressing challenges such as customer service and stock availability. Recommendations for enhancing customer experience and expanding market reach are provided to ensure continued success in the competitive retail landscape.

Uploaded by

jayshah7573
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© © All Rights Reserved
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You are on page 1/ 16

PROJECT REPORT:

“A STUDY ON D-MART’S MARKETING


STRATEGIES
AND CONSUMER SATISFACTION”

Guided by: PROFESSOR JANET JOSEPH


STUDENT INTRODUCTION
SR. NO NAME ROLL NO.
1. SATVARA JEEL J. 241190
2. SHAH ASMI A. 241191
3. SHAH DHRUV C. 241192
4. SHAH DHRUVI S. 241193
5. SHAH GRANTH V. 241194
6. SHAH JAY H. 241195
7. SHAH JAY R. 241196
8. SOLANKI HARSH Y. 241278

Submitted by : MBA (Sem 1) (Div. C) (Group No. 34)


Submitted to : J.G. UNIVERSITY
Academic Year : 2024-2025
INTRODUCTION
• This is a study on analysis of marketing strategies adopted by D-Mart and along with this, it
explores the strategic positioning and operational strengths of D-Mart, one of India's leading retail
chains.

• The objective is to conduct a comprehensive SWOT (Strengths, Weaknesses, Opportunities, Threats)


analysis, based on the survey data, to understand D-Mart's competitive edge and areas for
improvement.

• Through primary data gathered from consumer responses, along with an analysis of market trends and
competitive strategies, it also describes D-Mart's market success.
HISTORY OF D-MART
• D-Mart, established in 2002, was founded by Radhakishan Damani who is an Indian investor and
entrepreneur and the CEO of D-Mart is Ignatius Navil Noronha.
• Since its inception in 2002, D-Mart has employed a cost-efficient supply chain and a wide product
range. Each D-Mart store stocks home utility products - including food, home appliances, kitchen
appliances, beauty products, garments, toiletries, bed and bath linen, and much more.
• The supermarket chain of D-Mart stores is owned and operated by Avenue Super-marts Ltd. (ASL).
Avenue Super-marts Limited (ASL), the parent company of D-Mart, got listed on the Indian stock
exchanges (NSE and BSE) on March 21st , 2017 with a highly successful Initial Public Offer (IPO).
• From the launch of its first store in Powai on 15th MAY 2002, D-Mart today has a well-established
presence in 381 locations across Maharashtra, Gujarat, Andhra Pradesh, Madhya Pradesh, Karnataka,
Telangana, Chhattisgarh, NCR, Tamil Nadu, Punjab and Rajasthan.
SWOT ANALYSIS
S
STRENGTHS
W
WEAKNESSES
O
OPPORTUNITIES
T
THREATS

• Low Cost • Limited Reach • Explore New Areas • Competition

• Wide Variety of • Small Online • Grow Online • Shift to Online


Products Presence Shopping
• Adding New Product
• Customer Loyalty • Dependence on Range • Regulatory Changes
Physical Stores
LITERATURE REVIEW
• (Bhat, A.K.G. & Prasad, R, 2022) D-MART is one of the renowned retail companies in India. It is famous for its low
price and good quality products. Retailing is one such step in the marketing chain of activities that facilitates the
distribution function. Initially it was considered as just another step in the marketing chain and the function was
accepted as obvious. As the competition increased globally, differentiation became more and more difficult. The
research paper considers understanding customer’s satisfaction towards D-MART. The objectives of the study are to
understand customer satisfaction towards various products sold by DMART and also analyse the satisfaction level of
customer experience while shopping at D-MART.
• (Khandelwal, A. R. , & Ramchandani, T., 2023) The Indian Retail market is changing rapidly. Emerging retail
formats focus on organized retail going along with traditional retail (unorganized retail). The Indian retail market is
anticipated to grow to US$2 trillion by 2032 from US$0.8 trillion in 2020. Along with that, generating new jobs and
reducing unemployment will lead to rise in country's GDP rate. While analysing the Food & Grocery sector, it is
evident that this sector has shown tremendous growth potential in the coming years and constitutes a major portion of
our economy. Many companies are emerging in the organized sector, such as D-Mart. Every D-Mart provides a wide
choice of staple household necessities under one roof, with an ultimate objective of providing clients with higher-
quality products at a lower price. The company introduced its e-commerce venture known as D-Mart Ready, enabling
customers to order groceries and other household products online.
• (Bhongade, M. S. N., 2024) In the dynamic landscape of retail, promotional strategies play a vital role in
influencing consumer behaviour and shaping their purchasing decisions. This study aims into the impact of these
strategies on consumers on the effectiveness of promotional campaigns in driving consumer engagement and loyalty.
Key factors such as pricing strategies, promotional events, product assortments, and brand image will be scrutinized
to ascertain their impact on consumer decision-making processes. D-Mart, a prominent player in the retail sector, is
celebrated for its emphasis on value pricing, operational efficiency, and customer-centric approach.
• (Dsouza, S, 2024) Digital transformation is the process through which businesses use technology into every facet of
their business operations to effect significant change. It offers several advantages, including improved productivity,
more company adaptability, and, in the end, additional benefits for stakeholders like workers, clients, and
shareholders. This research aims to evaluate the digital transformation in retail stores with special reference to D-
Mart. The outcome of the study indicated that Virtual reality, Contactless payment, Mobile apps, E–commerce
platforms, D-Mart ready store, Contactless shopping, In-store technology and much more.
MARKETING STRATEGIES
• D-Mart has adopted various different types of marketing strategies to maintain its competitive edge
and attract customers. The marketing strategies are made to attract customers and make them buy the
products with best possible offers available. The different types of marketing strategies adopted by D-
Mart is mentioned as under,

Everyday Low Price (EDLP)


Minimal Advertising Costs
Strategic Store Locations
Private Label Products
In-House Discounts
No Frills Model
Targeted Promotions

Consistency in Customer Experience


RESEARCH METHODOLOGY
1. Objectives Of The Study:

 The objectives of taking Avenue Super-marts Limited are stated as under,

• To understand the consumer behavior in the particular market


segment.
• To study strengths, weaknesses, opportunities, and threats in the
competitive retail market.
• To understand the strategies adapted by D-Mart.
• To discover areas where D-Mart can expand or improve.
RESEARCH METHODOLOGY
2. SOURCE OF DATA:

•Primary Data:
Primary Data is the original data gathered through direct interactions, such as surveys, interviews, observations,
or experiments. This data is collected directly from the source and is generally considered more accurate.
In this research we have taken Google Form as a base for primary data collection. We currently have responses
from 150 participants, and the data has been analyzed with graphical representations to help visualize the
results. The graphical representation is analyzed in the section of Data Analysis.
ANALYSIS & INTERPRETATION
FINDINGS & RECOMMENDATION
• From the above data analysis of 150 respondents, there are certain number of participants of feel
inconvenience. Along with that certain number of participants feel dissatisfaction from the product
quality and prices offered by D-Mart. Also, there are some participants who have difficult check-out
experience. To convert their inconvenience, dissatisfaction and difficulty into a positive and
optimistic approach certain steps need to be taken.
• Area for improvements contains; Better Customer Service, Product Availability, Providing Better
Parking Facilities, Location Accessibility, Home Delivery Options (on which D-Mart is working) and
much more.
• Along with the above thoughts, offering affordable daily necessities, quality mid-range products, and
accessible premium goods, D-Mart ensures that customers can meet all their household, grocery, and
lifestyle needs in one place, regardless of their budget.
CONCLUSION
• D-Mart has successfully established itself as one of the leading value retailers in India which is
offering a diverse range of products at competitive prices i.e. at low rate. Its business model focuses on
affordability, quality, efficiency, effectiveness, consumer preferences and behaviour, and last but not
least price.
• Despite occasional challenges such as long checkout times or stock availability, D-Mart's commitment
to improve the customer experience stays constant. Enhancing its service offerings and optimizing
operational efficiency are the key factors which lead to operational success.
• This study provides means through which D-Mart could grow, such as expanding into new markets
and adding more services. Overall, the study provides insights into D-Mart’s business and offers ideas
for maintaining its success in a competitive retail environment.
• By adapting to customer needs, selecting market segment, analysing the customer needs and
preferences, analysing likes and dis-likes, D-Mart has solidified its place as a trusted retail brand in
the Indian market. D-Mart’s focus on customer satisfaction and operational improvements will be a
key to its growth and maintaining a loyal customer base.

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