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A PROJECT REPORT ON

A STUDY OF MARKETING STRATEGIES OF more. SHOPPE [ADITYA BIRLA GROUP OF RETAIL INDUSTRY]

SUBMITTED TO UNIVERSITY OF PUNE

YEAR 2009-2010

BY B.Y.K. COLLEGE OF COMMERCE, NASHIK

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 4 4] ABOUT THE OWNER CHAPTER 5 5] ACHIVEMENTS AND AWARDS

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.

1.2] PROJECT METHODOLOGY

PROJECT METHODOLOGY STUDY ADOPTED AS


Interview Questionnaire Case study In project methodology one can tape to source of data investigation. 1] Primary source of data collection 2] secondary source of data collection for my project I have done through. A] PRIMARY DATA COLLECTION METHOD 1] Interview method 2] Questionnaire method. INTERVIEW METHOD I have done through interview method because it is a personal way at approach definitely provides accuracy with the help of primary data collection tools. It had made easy job of analysis the reliably and accurately.

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

2.3] ABOUT RETAIL INDUSTRY IN INDIA


Retail industry is an Indias largest industry accounting over 10% countries GDP and around 8% of the employment. Retailing in India is gradually inching its way towards becoming the next boom industry. The whole concept of shopping has altered in terms of format and customer buying behavior. Modern retail has entered in India as seen in sprawling shopping center, multi store malls and huge complexes offer like shopping, entertainment and food all under one roof. The retail sector will be the top employer in India, while the public administration and education sector is to hire the lowest number of employees. Overall, though, the Manpower Employment Outlook Survey says Indian employers are anticipating a stronger third quarter employment outlook, compared with their counterparts in the Asia Pacific region.

CHAPTER 3.

>ABOUT MORE SHOPPE


More for you is our neighborhood supermarket which takes care of your every day household needs and it spread across a wide range of products of foods and non food items, ranging from basic necessities such as fruits and vegetables, staples, personal care, home care, household care products, general merchandise and dairy products. More Shoppe provide a one stop solution for your grocery shopping needs also in store are essentials such as innerwear, kids essentials, pharmacy, bakery and a mobile store with arrange of over 4000 products. They are able to fulfill our daily shopping needs all under one roof at a convenient location close to us. The more Shoppe promises a world class shopping experience with a modern store layout easy to shop with friendly staff at hand to provide assistance, electronic billing facilities and a colorful ambience. At more Shoppe they offer branded food and grocery products sourced from the leading brands from all over India along with private label brands from their own portfolio.

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.

>ABOUT THE OWNER


A US $28 billion premium conglomerate, the Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary force of 100,000 employees, belonging to 25 different nationalities. The Group has been adjudged "The Best Employer in India and among the top 20 in Asia" by the HewittEconomic Times and Wall Street Journal Study 2007. Over 50 per cent of its revenues flow from its overseas operations. The Group operates in 25 countries - India, UK, Germany, Hungary, Brazil, Italy, France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand, Laos, Indonesia, Philippines, Dubai, Singapore, Myanmar, Bangladesh, Vietnam, Malaysia and Korea.

Globally the Aditya Birla Group is


A metals powerhouse, among the world's most costefficient aluminum and copper producers. Hindalco-Novelis is the largest aluminum rolling company. It is one of the 3 biggest producers of primary aluminum in Asia, with the largest single location copper smelter No. 1 in viscose staple fiber The 4th largest producer of insulators The 4th largest producer of carbon black The 11th largest cement producer Among the world's top 15 BPO companies and among India's top 4 Among the best energy efficient fertilizer plants

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.

>ACHIEVEMENTS AND AWARDS


Best VM at In-Store Asia Summit more. for you supermarket won the Visual Merchandising & Retail Design merit award for the Best VM in the Supermarket Category.

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.

>PROUCTS AND SERVICES

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.

>THE PRODUCT CATEGORIES AVAILABLE IN more. for you

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.

>OFFERS AND PROMOTIONS


At more. for you they have adopted a competitive pricing policy ensuring that you receive the best possible value. They retail a wide range of products below MRP. they also have a wide selection of products on attractive offers and promotions that help you get more from your shopping.you can expect to be pleasantly surprised at every visit to their store with attractive promotions such as " Buy and Get Free ", discounts and special offers. From time to time, they also run festival promotions that help you shop for special and festive occasions. they also promote traditional favorites and local specialties during festivals to make your shopping experience convenient at any given point in time you will find a wide range of products on promotion which they offer to enable you to make the most of your shopping, help you try new products and get you better deals. they also run celebratory promotions that give you an opportunity to win attractive prizes such as cars, two wheelers, holiday packages, gift hampers and much more.

CHAPTER 8. Data Analysis

Companies sales, profit,loss data analysis

CHAPTER 9.

>VISION AND VALUES


VISION "To consistently provide the Indian consumer complete and differentiated shopping experiences and be amongst India's Top retailers, while delivering superior returns to all stakeholders".

VALUES Integrity Commitment Passion Seamlessness Speed

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 AND CONCLUSION

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

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