a study on marketing strategy of v-mart

8/19/2019 a study on marketing strategy of v-mart

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A STUDY ON

Marketing Strategy of V-MART

FACULTY GUIDE:

DRGAURAV !ISARIA

INDUSTRY GUIDE :MR VI"AS# S#ARMA

AMAAN "#ANENROLLMENTNO-$%&&$&$$'$

M!A GROU(-$

INTEGRAL UNIVERSITY

MASTER OF BUSINESS

ADMINISTRATION

BATCH 2014-2016

SUMMER INTERNSHIP UNDERTAKEN

AT

V-MART (FAIZABAD)


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V-MARTTy)e Hypermarket

Fo*n+e+ 2002

Mai+en ,tore Ahmedabad

In+*,try Retail(ro+*t, Apparels, Non

Apparels,

Department,Grocery store


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"ey (eo).e LALIT AGARWAL,

adan A!ar"al,

Hemant A!ar"al

(*n/.ine 0#abse sasta,#abseAcha$

Retai. S)ae %&20 Tho'sand #( tr

A+1antage )tier II * tier III cities+

C*rrent.y $&2 o*t.et,


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-er-ie" o. /ART1irst incorporated as Varin Co33eria. (ri1ate

Li3ite+ 'nder the ompanies Act in 2002 in4e,t !enga.& Then in 5&&6, /ART opened maiden store in Ahmadabad)G'3arat+&

In the 4ear 5&&% /ART opened 5rst store incapital city, Ne7 De./i& 1'rther in 2006 /ARTcrossed $ .a ,8ft& retail space&

In the year o. 200%, /ART hit the base byre!isterin! /art Retail as a p'blic limited entityand also crossed the t'rno-er o. 7,000 million INRAs the time passes by /ART took the shape o. areno"ned .amily brand that caters the needs o."hole .amily by o8erin! hi!h ('ality retail

prod'cts& Alon! "ith !ro"in! c'stomers, /ARTachie-ed a t'rno-er o. o-er INR 2,000 million in

l f l f h h d


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V-Mart is a complete family fashion store that provides itscustomers true value for their money.

V-MART oer customers a great shopping experience each time they visit V-Mart

store by oering a vast range of products under one roof. Maintaining highstandards in quality and design V-Mart oers fashion garments at do!n-to-earth

prices and over a period of time has emerged as the destination of choice forbargain hunters and the

fashionable ali"e.

V-MART primarily operate in tier ## $ tier ### cities !ith the chain of ;Value Retail


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=RD>Ts

• Apparels ? =ri-ate Labels @ other

• Non Apparels? ther

• 1G? =ri-ate @ ther Tryin! to increase the proportion o.

=ri-ate Labels in 1G


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Apparels Apparels


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StationeriesStationeriesceDiariesbisc'itsHair oil#oapAttaasalaRice#hampooat'p sets TrayBo"l


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Board o. director

hairman and ana!in!Director

Directorproc'rementGeneralerchandi

se

Director

proc'rement

Appareland

pri-atelabels

#enior /=peration

andarketin!

/=#trate!ic=lannin!and HR

1

ompany#ecretary

Generalana!er

I T

V-MART ORGANISATIONALSTRUCTURE


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EVENTS


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Marketing ,trategy of V-MART

Regional cluster based expansion and penetration

(a) Enhancing brand visibility (b) Understanding customer preferences (c) Better utilization of human resources (d) Eective implementation of mar!eting activities"R#$#%'A EE'%S *+ree eye chec!up ,blooddonation campaign-edicated focus to.ards increasing same store salesgro.th/ross promotion through 0&ntelligent $ar!eting1&ncrease in customer loyalty /ontinue to invest in &% infrastructure

+oray into e2commerce and start our online retail portal /ontinue to provide training to our employees andinvest in human capital34iring people .ith disability by

5oining hand .ith SAR%A6


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O9eti1e,

To kno" the strate!y adopted by /ART in thec'rrent retail marketin! en-ironment& To ha-e a proper 'nderstandin! and analysis o./ART

To kno" the marketin! strate!ies that /ARTadopted to make a !ood relationship "ith itsc'stomers& To kno" the people perceptions to"ards /ART& To e-al'ate the recent trends o. Indian retailind'stry in order to come o't "ith prospects .or

India$s one o. leadin! retail chains /ART&


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RESEARC# MET#EDOLOGY

Met/o+ of +ata o..etion *,e+ in t/e re,ear/i, (RIMARY DATA o..etion 3et/o+

(ri3ary Data C

;UESTIONNAIREsample sie 700#ample pro5le c'stomer o. /ARTSeon+ary +ata-

77713artoinNe"spaper, 3o'rnals&


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;UESTION $:- #o7 +o yo* kno7 a9o*t V =Mart >

T/ Hoardin! Ne"spaper .riends Net

2E

7F

E7

29

2


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;UESTION 5 :- #o7 often +o yo* o3e at V- Mart>

F

72

EF

C/art Tit.e

once in a "eek t"ice in a "eek once on a month


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;UESTION 6:- On an a1erage /o7 3*/ a3o*ntof 3oney +o yo* ,)en+ on a 1i,it >

0

9

7079

20

29

E0

belo" 900

9007000

70007900

79002000

abo-e 2000


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;UESTION %:- 4/at kin+ of )ro+*t, +o yo*)*r/a,e fro3 V-Mart >

E

76

E9

6

C/art Tit.e

Apparels NonApparels

1ood Items Home Appliances&


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;UESTION ' :- #o7 7o*.+ yo* rate t/e fo..o7ingattri9*te, for V-Mart>

07020E0090600%0F0

C/art Tit.e

/ery !ood !ood A-era!e =oor /ery =oor


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;UESTION ?:-Are yo* a7are a9o*t 1ario*, ,/e3e, of V-Mart onreg*.ar !a,i,>

9F

7

no of re,)on+ent

yes no


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;UESTION @:- 4/at eite, yo*3o,t for ,/o))ing at V-Mart >

7%

6

?$

%

$5

5

No of re,)on+ent,


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Fin+ing,It is .o'nd that 6$B o. the people came to kno" abo't /art thro'!h

ne7,)a)er&

It is .o'nd that cons'mer attit'de to"ards .re('ency o. -isit seems that%B o. ma3ority cons'mers pre.er to -isit the store One in a 7eek &

The main sellin! area o. /art is Gar3ent, and Foo+&

The analysis sho"s that 5?B o. people spend Rs& $&&&-$'&& on a -isitat /art "hereas 5%B o. respondents said that they spend !ELO4 '&&,nly $@B o. c'stomers spend a9o1e 5&&& on a -isit at /art&

%$B o. the total n'mber o. respondents said that they are not a"are o.di8erent schemes pro-ided by /art and remainin! 'B said that they area"are o. di8erent schemes&

a3ority o. respondent$s said that +i,o*nt on 9*y $ get $ free and3ore 1ariety oer on prod'cts eJcites them most .or shoppin! at /art&

ostly all the respondent are not satis5ed "ith the )arking fai.ity

S i


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S*gge,tionompany sho'ld try to increase p'blicity in and aro'nd 070 kms o. /ART "ith the help o. di8erent medias like local 1 radio, print media, and

posters especially "hen there are special schemes .or c'stomers&

/ART sho'ld introd'ce -ario's schemes periodically, say once in .orthni!htly&

It is s'!!ested that the company sho'ld adopt a!!ressi-e marketin!

campai!nin! and ad-ertisin! d'rin! times o. seasonal b'lk items like "heat,oil, !hee, spices etc& and pro-ide .air disco'nts on b'lk p'rchase&

akin! stalls in corporate mela$s like trade .air, maybe bene5cial to createbrand ima!e o. its prod'ct

ompany sho'ld pro-ide re!'lar trainin! to their sta8 and a"are him "iththe modern techni('e o. sellin! and c'stomer dealin!&

A special disco'nt may be !i-en on p'rchases eJceedin! certain limits&

There sho'ld be more n'mber o. billin! machines at the billin! co'nter&


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Li3itation,

Limitation o. data& Limitation o. time&#ample sie is limited d'e to the limitedperiod allocated .or the s'r-ey&

Gettin! acc'rate responses .rom therespondents d'e to their inherent problem isdic'lt& They may be partial or re.'se tocooperate&Respondents may not be interested to !i-ethe data&#ometime respondents are not takin! interestin s'ch type o. s'r-eys there.ore there ischance that they mi!ht be !i-in! "ron!

in.ormation&


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!I!LIOGRA(#Y

77713artoin777goog.eo3

http://www.vmart.co.in/http://www.google.com/http://www.google.com/http://www.vmart.co.in/http://www.google.com/http://www.vmart.co.in/


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T#AN" YOU

a study on marketing strategy of v-mart

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