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A STUDY OF MARKETING STRATEGIES OF more. SHOPPE [ADITYA BIRLA GROUP OF RETAIL INDUSTRY]
YEAR 2009-2010
ACKNOWLEDGEMENT
I have pleasure in successful completion of this work titled A Study of marketing strategies of more. Shoppe [Aditya Birla group of retail industry]. The special environment at B.Y.K College of commerce, nashik that always supports educational activities, facilitated my work on this project. I acknowledge the support the encouragement, extended for this study by principal, Dr. Dhanesh Kalal, vice principal, B.W,Khalkar and prof.Dr.K.R.Shimpi in charge of BBA,BBM,BCA, B.Y.K.College of commerce Nashik I am very thankful to Mrs.Kanchan nikam, B.Y.K. College of commerce, nashik. My guide for her encouragement and guidance for this project work it could not have been possible for me to complete this work without her suggestions on every part of this work. I express my sincere gratitude to more. Shoppe [Aditya Birla group of retail industry] for giving me opportunity to undertake my project in their industry. I thank my family, who encouraged me to extend my reach with their help and support; I have been able to complete this work.
Date: signature
INDEX
CHAPTER 1 INTRODUCTION 1.1] OBJECTIVES 1.2] PROJECT METHODOLOGY
CHAPTER 2 COMPANY PROFILE 2.1] HISTORY 2.2] ORGANISATION STRUCTURE 2.3] ABOUT RETAIL INDUSTRY CHAPTER 3 3] ABOUT MORE SHOPPE
CHAPTER 6 6] PRODUCTS AND SERVICES CHAPTER 7 7] OFFERS AND PRAMOTIONS CHAPTER 8 8] DATA ANALYSIS CHAPTER 9 9] VISION AND VALUES CHAPTER 10 10] CONSUMER FEEDBACK CHAPTER 11 11] SUGGESION AND CONCLUSION CHAPTER 12 12] ANNEXURE
CHAPTER 1. INTRODUCTI ON
1.1] OBJECTIVES
1. To study the marketing activities. 2. To understand customers dealers preference, perception and attitude about more. Shoppe. 3. To know the objectives and strategies of retail industry. 4. To know the features that are lacking in more. Shoppe according to the people visiting it.
QUESTIONNAIRE METHOD
The survey tech. is intended to secure one or more items of information from a sample of respondent informants representative of large group B] Secondary data collection method Under this method which is already collected by somebody is use by the researcher therefore it is called as secondary data. The secondary data is available in the form of reference books, text books, any publish material and unpublished data, documentary,etc. I have also used this data in my project report.
CHAPTER 2.
COMPANY PROFILE
2.1] HISTORY
Aditya Birla retail launched its first supermarket that is known as more. For you in May 2007 since its launch the more for you has an aggressive roll out reaching a total count of over 640 stores across India today. The company ventured in to food and grocery retail sector in 2007 with the acquisition of a south based supermarket chain. Subsequently Aditya Birla retail limited. Expanded its presence across the country under the brand more.
2.2] ORGANISATION
STRUCTURE
CHAPTER 3.
So what will more for you deliver to its shoppers? The more for you advantage more Promises a worldclass pleasurable shopping experience to Indian consumers in their very own neighborhood. more Quality, more Variety, more convenience and more Values are the four delivery cornerstones of the more Chain of supermarket stores.
More Quality Every product at more goes through a thorough quality check process ensuring 100 per cent more Satisfaction.
More Variety Apart from a large range of national brands, shoppers will also find a section called the Best of India, which is an assortment of unique products sourced from across India. The wide range of fresh fruits and vegetables along with private label offerings under brand names Value, Select and Premium ensure that more Variety is a promise delivered across the store.
More Convenience Convenient locations within easy reach of consumers and a neat, cheerful and friendly layout, enough isle space, signage that speaks the consumer's language aiding in identifying what she has come to shop for easily, all go a long way in ensuring more Convenience.
More Value more Promises best in market pricing. Linking up directly with farmers to source fresh fruits, vegetables and staples ensure great quality as well as great price. Add to this, the membership program Club more. Which provides convenience,
customized shopping solutions and savings, and the more? Value promise becomes all the more evident.
CHAPTER 4.
In India A premier branded garments player The 2nd largest player in viscose filament yarn The 2nd largest in the Chlor-alkali sector Among the top 5 mobile telephony companies A leading player in Life Insurance and Asset Management Among the top 3 super-market chains in the Retail business Beyond Business - The Aditya Birla Group is: Working in 3,700 villages Reaching out to 7 million people annually through the Aditya Birla Centre for Community Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla Focusing on: health care, education, sustainable livelihood, infrastructure and espousing social causes Running 41 Schools and 18 Hospitals
CHAPTER 5.
Reid & Taylor Awards 2009 Aditya Birla Retail Limited was presented the prestigious "Retail Best Employer of the Year" at the REID & TAYLOR AWARDS FOR RETAIL EXCELLENCE.
Golden Spoon Award - Most Admired Food Retailer of the Year Private Label F&G brand
The Coca-Cola Golden Spoon Awards honors enterprise, innovation and achievement in the business of food.
CHAPTER 6.
At more. for you they are committed to deliver quality & value to customers and have a range of private label brands as well as commercially branded products, offering - 100% satisfaction on the quality of the products & services offered. more. for you hosts a range of private label brands across various categories that follow stringent quality norms, and are available in attractive prices and packaging. their premium products give us the opportunity to enjoy the difference and quality that is equal to or better than the market's leading brands, but at competitive prices. Recently their private label brands received the coveted "The Most Admired Private Label" Golden Spoon award at the Food Forum India. they offer a wide range of assortment of over 4000 products, ranging from fresh food to beverages, grocery to household care products. their range covers everything, from dayto-day essentials to traditional favorites, from delicious treats, to healthy alternatives.To ensure the freshest supply of fruits and vegetables for us, they have built direct linkages with the farmers for daily supplies of farm fresh produce.Their store is built with a modern and comfortable ambience, air conditioned and with speedy automated cashiering to help you shop better. they also have friendly in-store policies on exchange and returns that help you shop with ease and comfort.
Furthermore, to make your shopping experience more rewarding with them, they at more. for you offer a membership program Clubmore which reinforces their commitment to consistently add value to your shopping experience, and also to thank you for choosing to be a part of more. for you. As a Clubmore. member, you are entitled to special benefits, besides the regular offers and promotions at more. for you. Clubmore members will also have the benefit of receiving exclusive SMS alerts for special offers on our products and services.
Currently Clubmore has over 1 million members enrolled for its loyalty program.
Bakery Beauty Concepts Beverages Cutlery & Cookware Fruits & Vegetables Frozen & Dairy Products Grocery General Merchandise Home Care Products Home Needs & Home Upkeep Home Decor Products Mobile Store Personal Care & Cosmetics Pharmacy Ready to Cook/Prepared Food Stationery Women's Accessories
CHAPTER 7.
CHAPTER 9.
CHAPTER 10.
>CONSUMER FEEDBACK
Consumer feels very comfortable while shopping in more shoppe because they provide good quilities and best services to their customers in all parts of shopping the atmosphere in their shoppe is very pleasant thats why consumer like to shopping in their shoppe and they provide a wide range of products to their consumer.
Consumer experience after shopping in more shoppe I feel wonderful shopping at more. for you, the staff is very co-operative. Rohit Gupta.
The Fruits and vegetables are so fresh at more. for you, I only feel like buying it from here. Sheetal Patil.
I find the offers & rates amazing at more. for you, and the staff are so helpful. It's a very pleasant experience shopping at more. Kunal Singh.
It's great to have a store like more. right in the neighbourhood. Devendra Jadhav.
CHAPTER 11.
SUGGESTION 1.They should consantrate on their advertising 2.they should increse their selling capacity 3.they should decrese their prices of product
CONCLUSION 1. This project work helps me to know the exact working of the marketing world. 2.I understood the procedure of retail industry. 3. This project work helps me to see how people works in Retail industry. I interact with people working in that Company which gives me information I need for my Project. 4. This project work really helps me in my career.
CHAPTER 12.
>ANNEXURE
QUESTIONNAIRES 1. What is ur marketing strategies? 2.what is your aim? 3.what is your advertising policy? 4.when was the company established? 5.How is thecostemers response to your shoppe?
BIBLIOGRAPHY 1.Marketing management- Philip Kotlar 2.Services management- S .M .Jha 3.www. adityabirlaretailindustry.com 4.www.moreforyou.com