1
1
Retail assignment
PART A:
Products: Instant noodles, Ketchup, Green tea, Mayonnaise
Dmart : Location Borivali west D-Mart
Type of retail institution: Supermarket
Location: Kandarpada, Dahisar (W). This area has got lot of potential in terms of customers.
The middle income group mainly resides here and nearby areas. It is connected to link road
and nearby food joints are there like McDonald’s and Subway. So it is very convenient for
the residents of that area for their daily needs of groceries, home care and personal care
products.
Service: It’s a huge store, 2storey shop. The footfall is very high compared to other Dmart
outlets. So the shopping experience was good, especially during billing which was quick
unlike other supermarkets where it is very time consuming process. They have kept 11
counters including 2 small counters where maximum 10 items are accepted.
Layout: All FMCG products which are used daily are kept on the ground floor. The Vegetables and
medicines counter are also situated on the ground floor. The first floor is mainly for
apparels/Garments. Mens, women and kids wear are available on this floor.The second floor
stores all the home appliances, utensils, sports equipments, and gift articles etc. Each section
has one attendant on average. The floor cleaning activity is outsourced.
The store has a grid layout.
I. Ketchup
Brand
Size
Variant
MRP
(Rs.)
Selling
Price
Discount
(Rs.)
Kissan
85 gms
Chotu
15
13
2
465
gms
Tomato Squeez
107
100
7
500
gms
No onion no garlic
103
6
97
Chilli tomato
103
6
97
Twist sweet &
spicy
103
6
97
Fresh tomato
99
90
9
Chatakdaar
103
6
97
950
gms
Fresh tomato
125
90
35
2
2
1 kG
Twist sweet &
spicy
150
140
10
Fresh tomato
125
110
15
Maggi
95 gms
Hot & sweet pouch
20
18
2
200
gms
54
51
3
500
gms
Rich tomato
97
94
3
Hot & sweet
101
95
6
1 kg
No onion no garlic
142
130
12
Hot & spicy + 4
packs of maggi free
152
142
10
Tomato + 4 packs
of maggi free
150
135
15
Del
monte
1 kg
Tomato
125
65
60
No onion no garlic
125
75
50
Surabhi
1 kg
Tomato
117
69
48
Heinz
900gms
Tomato
165
150
15
II. Mayonnaise
Brand
Variants
MRP (Rs.)
Selling
Price
Discount
(Rs.)
Funfoods by Dr.
Oetkar
Veg Mayo
diet
79
69
10
Garlic
Mayo
79
69
10
burger
Mayo
79
69
10
100 g
Veg Mayo
35
35
1+1 free
Del Monte
900 g
Eggless
Mayo
175
145
30
Veeba
275 g
Veg Mayo
84
69
15
Meal Time
750 g
Veg Mayo
220
99
121
3
3
iii. Instant Noodles
Brand
Variants
Size
MRP (Rs.)
Selling
Price
Discount
(Rs.)
Maggi
Veg Attaa
Noodles
320 g
78
66
12
Masala
Noodles
70 g
12
11.8
1.2
280 g
45
40
5
560 g
89
82
7
600 g
135
15
120
Hot Heads
Peri Peri
71 g
20
15
5
Barbeque
Pepper
71 g
20
15
5
Green Chilly
71 g
20
15
5
Wai Wai
Basic
70 g
20
18
2
Masala Delight
140 g
30
22
8
420 g
50
39
11
Yippeei
classic Noodles
280 g
45
40
5
Magic Masala
60 g
10
10
–
240 g
45
40
5
Power up
Masala
Noodles
280 g
55
50
5
Ching’s
Secret
Manchurian,
Singapore
curry,
Schezwan
60 g
10
10
–
240 g
40
34
6
Top Ramen
Magic Masala
70 g
10
10
–
280 g
40
35
5
420 g
60
53
7
Atta Masala
Noodles
280 g
60
45
15
Curry saucy
flat Noodles
280 g
80
75
5
Knorr
cheese
schezwan
Noodles
300 g
60
50
10
soupy Noodles
300 g
60
55
5
4
4
150 g
30
27
3
chef’s Basket
schezwan
Noodles
206 g
75
55
20
Patanjali
Atta Noodles
240 g
38
38
–
iv. Green Tea
Brand
Variant
Size
MRP (Rs.)
Selling Price
Discount (Rs.)
Tetley
Ginger mint
and lemon
10 bags
60
58
2
30 bags
160
130
30
100 bags
450
1+1 free
Lipton
Detox
10 bags
100
85
15
Tulsi & Natura
25 bags
140
115
25
Pure & Light
20 bags
140
126
14
100 bags
450
350
100
100 gms
105
95
10
250 gms
210
195
15
Lemon zest
25 bags
140
125
15
Honey lemon
25 bags
140
125
15
Green
land
Premium Green
tea
20 bags
80
60
20
Girnar
Tulsi
10 bags
100
85
15
5
5
• D Mart is a chain of hypermarket and supermarkets in India started by Radhakishan
Damani.
• As of 2017, it has 132 stores spread across Maharashtra, Andhra
Pradesh, Telangana, Gujarat, Madhya Pradesh, Chhattisgarh, Rajasthan, National Capital
Region,Tamil Nadu, Karnataka and.Punjab.
• With its positioning ‘Mehanat hamari Bachat aapki’, has justified by providing products at
very economical rate.
• The D-Mart offer price and the Max. Retail Price both were visible on the price card.
• During the festival season, the festival items are kept in the main area. A wide variety of
festival and decorative items for Ganpati and Navratri festival are kept along the main
passage.
• EDLP (Everyday low pricing) pricing strategy is followed.
• D-Mart offers minimum 2% to 10% discount on MRP except grocery, vegetables and fruit
items.
• (Bundled price) Two or more products were packed and were available at a discounted
price.
• As far parking concern, Basement area and ground level parking are provided and it’s add
on for supermarket as many supermarkets do not provide proper parking facility.
6
6
Sahakari Bhandar
Type of retail institution: Supermarket
Location: Sheetal Nagar, Mira Road (E). The store is located in residential area but doesn’t
have any other supermarket, hypermarket around it, at least in the radius of 100 m and hardly
any small mom and pop store near it. So it is very convenient for the residents of that area for
their daily needs of groceries, home care and personal care products.
Service: Good service with helpful employees. It is not a huge store, but the crowd is less
compared to other super markets like Dmart. So the shopping experience was good,
especially during billing which was quick unlike other supermarkets where it is very time
consuming process.
The store has a grid layout.
III. Ketchup
Brand
Size
MRP (Rs.)
Selling Price
Discount
(Rs.)
Heinz
450 g
99
99
–
900 g
165
109
56
Kissan
200 g
56
56
–
500 g (pouch)
125
125
–
Maggi
200 g
59
59
–
500 g
101
101
–
1 kg
145
107
38
Del Monte
500 g
95
95
–
1 kg (pouch)
125
75
50
Reliance Select
1 kg
123
99
24
7
IV. Mayonnaise
Brand
Size
Variants
MRP
(Rs.)
Selling
Price
Discount
(Rs.)
Funfoods by
Dr. Oetkar
100 g (Pouch)
Veg mayo garlic,
veg mayo burger,
veg mayo original,
mayo classic (non-
veg)
35
35
–
275 g (plastic
bottle
packaging)
79
79
–
Variants
Size
MRP (Rs.)
Selling
Price
Discount
(Rs.)