a study on marketing strategy of v-mart
-
Upload
amaan-khan -
Category
Documents
-
view
226 -
download
0
Transcript of a study on marketing strategy of v-mart
-
8/19/2019 a study on marketing strategy of v-mart
1/26
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)
-
8/19/2019 a study on marketing strategy of v-mart
2/26
V-MARTTy)e Hypermarket
Fo*n+e+ 2002
Mai+en ,tore Ahmedabad
In+*,try Retail(ro+*t, Apparels, Non
Apparels,
Department,Grocery store
-
8/19/2019 a study on marketing strategy of v-mart
3/26
"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,
-
8/19/2019 a study on marketing strategy of v-mart
4/26
-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
-
8/19/2019 a study on marketing strategy of v-mart
5/26
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
-
8/19/2019 a study on marketing strategy of v-mart
6/26
=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
-
8/19/2019 a study on marketing strategy of v-mart
7/26
Apparels Apparels
-
8/19/2019 a study on marketing strategy of v-mart
8/26
StationeriesStationeriesceDiariesbisc'itsHair oil#oapAttaasalaRice#hampooat'p sets TrayBo"l
-
8/19/2019 a study on marketing strategy of v-mart
9/26
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
-
8/19/2019 a study on marketing strategy of v-mart
10/26
EVENTS
-
8/19/2019 a study on marketing strategy of v-mart
11/26
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 $ar!eting1&ncrease in customer loyalty /ontinue to invest in &% infrastructure
+oray into e2commerce and start our online retail portal /ontinue to provide training to our employees andinvest in human capital34iring people .ith disability by
5oining hand .ith SAR%A6
-
8/19/2019 a study on marketing strategy of v-mart
12/26
O9eti1e,
To kno" the strate!y adopted by /ART in thec'rrent retail marketin! en-ironment& To ha-e a proper 'nderstandin! and analysis o./ART
To kno" the marketin! strate!ies that /ARTadopted to make a !ood relationship "ith itsc'stomers& To kno" the people perceptions to"ards /ART& To e-al'ate the recent trends o. Indian retailind'stry in order to come o't "ith prospects .or
India$s one o. leadin! retail chains /ART&
-
8/19/2019 a study on marketing strategy of v-mart
13/26
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&
-
8/19/2019 a study on marketing strategy of v-mart
14/26
;UESTION $:- #o7 +o yo* kno7 a9o*t V =Mart >
T/ Hoardin! Ne"spaper .riends Net
2E
7F
E7
29
2
-
8/19/2019 a study on marketing strategy of v-mart
15/26
;UESTION 5 :- #o7 often +o yo* o3e at V- Mart>
F
72
EF
C/art Tit.e
once in a "eek t"ice in a "eek once on a month
-
8/19/2019 a study on marketing strategy of v-mart
16/26
;UESTION 6:- On an a1erage /o7 3*/ a3o*ntof 3oney +o yo* ,)en+ on a 1i,it >
0
9
7079
20
29
E0
belo" 900
9007000
70007900
79002000
abo-e 2000
-
8/19/2019 a study on marketing strategy of v-mart
17/26
;UESTION %:- 4/at kin+ of )ro+*t, +o yo*)*r/a,e fro3 V-Mart >
E
76
E9
6
C/art Tit.e
Apparels NonApparels
1ood Items Home Appliances&
-
8/19/2019 a study on marketing strategy of v-mart
18/26
;UESTION ' :- #o7 7o*.+ yo* rate t/e fo..o7ingattri9*te, for V-Mart>
07020E0090600%0F0
C/art Tit.e
/ery !ood !ood A-era!e =oor /ery =oor
-
8/19/2019 a study on marketing strategy of v-mart
19/26
;UESTION ?:-Are yo* a7are a9o*t 1ario*, ,/e3e, of V-Mart onreg*.ar !a,i,>
9F
7
no of re,)on+ent
yes no
-
8/19/2019 a study on marketing strategy of v-mart
20/26
;UESTION @:- 4/at eite, yo*3o,t for ,/o))ing at V-Mart >
7%
6
?$
%
$5
5
No of re,)on+ent,
-
8/19/2019 a study on marketing strategy of v-mart
21/26
Fin+ing,It is .o'nd that 6$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
-
8/19/2019 a study on marketing strategy of v-mart
22/26
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&
-
8/19/2019 a study on marketing strategy of v-mart
23/26
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&
-
8/19/2019 a study on marketing strategy of v-mart
24/26
-
8/19/2019 a study on marketing strategy of v-mart
25/26
!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/
-
8/19/2019 a study on marketing strategy of v-mart
26/26
T#AN" YOU