Project Report

On
MARKETING STRATEGIES OF VISHAL MEGA MART MARKETING STRATEGIES OF VISHAL MEGA MART
A PRO1ECT REPORT SUBMITTED IN PARTIAL FULLFILMENT OF THE
REQUIREMENT FOR THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
UNDER THE GUIDANCE OF SUBMITTED BY-
Mrs. Sanjana Mittal 1ain Dushyant Kumar Sharma
Reg.No.-1208003893
M.B.A.(Marketing )IV
th
Sem


SIKKIM MANIPAL UNIVERSITY
Directorate of Diatance Education 5
th
Mile, Tadong, Sikkim-737102
1
STUDENT DECLARATION
I hereby declare that the project titled " MARKETING STRATEGIES OF MARKETING STRATEGIES OF
VISHAL MEGA MART VISHAL MEGA MART is an original piece of research work carried out by me
under the guidance and supervision of Mr RAM SI!" at #ishal Mega Mart$ %he information has
been collected from genuine & authentic sources$ %he work has been submitted in partial fulfillment of
Master of 'usiness Administration of Sikkim Manipal (niversity) India) is my original work and not
submitted for award of any other degree) diploma) fellowship) or other similar titles project$
Place : Agra
Date:
Dushyant Kumar Sharma
Reg.No.-1208003893
M.B.A.(Marketing )IV
th
Sem

*
University study Center Certificate
%his is to certify that the project report entitled +MARKETING STRATEGIES MARKETING STRATEGIES
OF VISHAL MEGA MART OF VISHAL MEGA MART +Submitted in partial fulfillment of the re,uirements
for the degree of Master of 'usiness Administration of Sikkim Manipal (niversity
of "ealth) Medical %echnology Science) -.(S"/A% 0(MAR S"ARMA 1 has
worked under my supervision of under guidance and that no part of this report has
been submitted for the award of her degree) .iploma) fellowship or other similar
titled or pri2e and work has been published in any journal of Maga2ine$
3
Examiner's Certificate
%he project report of .(S"/A% 0(MAR S"ARMA on " MARKETING MARKETING
STRATEGIES OF VISHAL MEGA MART STRATEGIES OF VISHAL MEGA MART is approved and is acceptable
,uality and form$
Seal Examiner External Examiner


PREFACE
A man can become perfect with a perfect knowledge and e4perience$ As a
student of business management) we have studied many theories in the classroom
but any professional degree is incomplete without practical knowledge of
concerned field$
5
And the same case is with management studies) management is incomplete
without knowing practical application of theories studied$ I have e4perienced and
understood the practical importance of these theories on this training$ More books
and theoretical knowledge can6t help you in any field whether it is management or
technical$ 7nly thing can help you is practical knowledge$
%his development day provides a golden opportunity to the students for getting a
perfect knowledge and e4perience$
I come to know how the management of company is actually being done$ "ow
decisions are made8 "ow people behave and decide what to purchase8
As a part of my learning in management field and re,uirement of MMM program)
I have been given an opportunity to grab practical knowledge in the area of
marketing and I had selected VISHAL MEGAMART. I have made my best
efforts to get knowledge and e4perience$ .uring the day) I had collected necessary
information) and I present all the necessary information to understand well$

ACKNOWLEDEMENTS
%he project work is pursued as a part of Sikkim Manipal (niversity I would
greatly rejoice to e4press Mrs$ Sanjana 1ain emphatically with profound sense
9
of gratitude and highest veneration) my sincere thanks to :ro; for giving me
guidance for this :roject$
%he project is undertaken as training at #ishal Mega;Mart$ %he project is done
under e4pert supervision and guidance of Mr. Ram Singh (Store Manager)
#ishal Mega;Mart<$ I am thankful for him$
I am short of words to e4press my respect & honor to my parents and family
members & friend who showered their blessings) affection) encouragement) &
inspiration) without which this report would not have been finali2e$
I also e4press my sincere thanks to my friends who helped me differently in the
completion of my work$
=ast but not least) I also thank all those people whom I met at #ishal Mega;Mart
during my internship and helped me to accomplish my assignments in the most
efficient and effective manner$
Dushyant Kumar Sharma
Reg.No.-1208003893
M.B.A.(Marketing )IV
th
Sem

>
EXECUTIVE SUMMARY
+A comparative study of effectiveness of different promotional strategies
?schemes< with reference to vishal mega mart@
All this information has collected regarding the project through primary and
secondary data$
%his report highlights on the understanding the marketing strategies of
vishal mega mart and their effect on sales of the products$
Arom the ,uestionnaire & the data collected from net & other resources and find
market potential of big ba2aar$
%he limitation of this thesis is sample si2e$ %he sample si2e for this thesis is
only 1BB respondents$ %he methodology adopted by me for this thesis is to
conduct a survey$ I have prepared ,uestionnaire for the survey$ %he objective of
this thesis is understood marketing strategies of vishal mega mart and its effect on
the sales of its services and products$
%he finding of the thesis is that customer is interested in products and services
given by #ishal Mega Mart & give different type of promotional activity for the
effective market potential$
C
Content
D
S.NO. CONTENTS PAGE
NO.
1. Preface 2
2. Acknowledgement 3
3. Declaration 4
4. Executive Summary 5
5. Chapter 1. Introduction 7
Objective of the Study 16
Scope of the Study 18
LITERATURE REVIEW 20
Importance of the study 23
Research Methodology 26
Company Profile
Vision 21
Marketing Strategy 25
37
Analysis and Data collections 63
Swot Analysis
Questionnaire
Recommendation 78
Findings
Aindings
Conclusion and Suggestion 81
Eonclusion
Suggection
Annexure 85
Chapter 6. Bibliography 88
Chapter:-1.
INTRODUCTION

F
Introduction of Indian Retail Industries:
In the background of high consumerism and income of the urban consumers) in
recent year there are a number of companies have e4pressed their interest towards
retail sector outlets$ As a result numbers of shopping malls have started their
operations in metro and urban areas$ :antaloon) big ba2aar) #ishal Mega Mart)
Reliance Aresh are the best known e4amples of retail sector outlets in India$
Retailing is the interface between the producer and the individual consumer
buying for personal consumption$ %his e4cludes direct interface between the
manufacturer and institutional buyers such as the government and other bulk
customers$ A retailer is one who stocks the producer6s goods and is involved in the
act of selling it to the individual consumer) at a margin of profit$ As such) retailing
is the last link that connects the individual consumer with the manufacturing and
distribution chain$ Some of the key features of retailing includeG
Selling directly to customers with out having any intermediaries
Selling in smaller units H ,uantities) breaking the bulk
:resent in neighborhood or in the location which is ,uite convenient to
the customers$
#ery high in numbers
Recogni2ed by their service levels
Aitting any si2e and or location
1B
It is assumed that due to the entry of a number of retail outlets in the urban and
semi urban areas) the mindset of the e4isting customers have undergone drastic
changes$ 'esides it is also reported that the traditional retailing such an age old
!rocery shops have directly faced competition with the organi2ed retailing sector$
In some parts of the country) it is reported that the traditional retails are resisting
the entry of organi2ed shopping malls$ Aor instance the traditional retails of
'hubaneswar with the active support of the consumers at large didn6t allow
reliance Aresh to start outlet initially$
11
RECENT TRENDS
Retailing in India is witnessing a huge revamping e4ercise as can be seen in
the graph
India is rated the fifth most attractive emerging retail marketG a potential
goldmine$
Istimated to be (SJ *BB billion) of which organi2ed retailing ?i$e$ modern
trade< makes up 3 percent or (SJ >$5 billion
As per a report by 0:M! the annual growth of department stores is
estimated at *5K
Ranked second in a !lobal Retail .evelopment Inde4 of 3B developing
countries drawn up by A% 0earney$

Retailing in India: the present scenario
%he present value of the Indian retail market is estimated by the India Retail
Report to be
around Rs$ 1*)BB)BBB crore?J*CB billion< and the annual growth rate is 9$C percent$
Retail
market for food and grocery with a worth of Rs$ C) 53)FBB crore is the largest of
the different
1*
types of retail industries present in India$ Aurthermore around 19 million retail
outlets help
India win the crown of having the highest retail outlet density in the world$ %he
contribution
of retail sector to !.: has been manifested belowG
Country Retail Sector's share
in GDP (in )
India 10
(SA 1B
Ehina D
'ra2il >
As can be clearly seen) retailing in India is superior to those of its contenders$
Retail sector is
a sunrise industry in India and the prospect for growth is simply huge$ %here are
many factors
that have stimulated the rise of the shopping centers and multiple4;malls in a jiffy$
Some of
them can be listed as followsG
13

Rise in the purchasing power of Indians-
%he rise in the per capita income in the last few years has been magnificent$ %his
has led to the generation of insatiable wants of the upper and middle class$ %he
demand of new as well as second hand durables has risen throughout the country
thus providing the incentive for taking up retailing$
Favorable to farmers; retailing has helped in removing the middlemen and has
thus
enhanced the remuneration to farmers$ %his is a new revolution in the agricultural
sector in India and will go a long way in amending the condition of agriculture) a
major concern among policy makers$
15
Use of credit; a typical Indian is most conversant with using credit cards than
carrying
money$ %hese have led to a shift of the consumer base towards supermarkets and
make the payments in the form of credit$
Comfortable Atmosphere- a visit to a retail store appears to be more soothing for
the
generation;/$ :eople and kids prefer to shop in an air conditioned a tech savvy
manner$ %he retail industry is the second largest employer in India$ It currently
employs about
C percent of the total labor force in India$ Ainance Minister :$ Ehidambaram1s
recent
statement +salaries ought not to be legislated@ is a welcome move as most of the
organi2ed retail is in private hands$ "owever only about 5$>K of the total retail
trade
is in organi2ed sector$ It generates about Rs$99) BBB crore ?J1*$5 billion<$ %he
major
and minor players desperately need to work hard in this direction so that ne4t time
the
figures look more decent$ %he government must also make an attempt to
ameliorate
the situation as political instability and infrastructure namely power and roads are
the
major roadblocks in the path of smooth functioning of the market$
19
Components of Retail Sector
%he major components of the retail sector areG
Aood and !rocery) Aast Moving Eonsumer !oods ?AME!s<) Eonsumer .urables)
Apparel)
Aootwear and leather) Latches) Mewellery) and "ealth and 'eauty
%he anatomy of the retail market has shown that the clothing and te4tiles
constitutes 3F per
cent of the organised retail pie) followed by food and grocery) which accounts for
11 percent
of the total retail market$
1>
"owever) according to the survey conducted by 0:M! for Aederation of Indian
Ehamber of
Eommerce and Industry ?AIEEI<) among these) the food and grocery is e4pected
to witness
the fastest growth followed by clothing as the second;fastest growing segment$
1C
CHAPTER -2
OB1ECTIVE OF THE STUDY
1D
Objectives of the study
To understand the different marketing strategies being followed by
Vishal Mega Mart.
To learn their marketing mix.
Marketing help to define the business for the customer1s interests) not your own$ It
is the process of learning what customers want or need and determining how to
satisfy those wants or needs$ It is also used to confirm whether the customer
reacted to a marketing program as e4pected$ %he benefits of market research
includeG
=earning who your customers are and what they want$
=earning how to reach your customers and how fre,uently you should try to
1F
communicate with them$
=earning which advertising appeals are most effective and which ones get
no response$
=earning the relative success of different marketing strategies) thus
improving return on investment$
=earning how not to repeat your mistakes$
CHAPTER-3
*B
SCOPE OF THE STUDY
Scope of study
%his project gave me great e4posure to the customer6s perception to the marketing
strategies adopted by the #ishal mega mart because it includes the service offered
by them$ %he study also identifies the attitudes and preference of the consumers$
%he study also focused on Media through which the product reaches the
consumers %his project helped me in knowing the market practically$
*1
**
CHAPTER -4
LITEREATURE REVIEW
LITERATURE REVIEW
ABSTRACT (SUMMARY)
An I% survey on the retail market shows that retail chains such as 'ig 'a2aar and
#ishal Mega Mart are
7ffering attractive schemes and selling products at cheaper rates$ Aor instance a kg
of bottled Maggi
tomato ketchup costs Rs C5 at 'ig 'a2aar as against a ma4imum retail price of Rs
D5) which a mom;andpop
*3
Store would charge$ Also one can buy a two litre bottle of Sprite for Rs 3D at
#ishal Mega Mart
Instead of paying a market price of Rs 5* at a local store$
ARTICLES NO. 02
VISHAL RETAIL TO EXPAND TO 5 CITIES
Business line. Chennai: Jun 24, 2009. pg. 1
ABSTRACT (SUMMARY)
%he company inaugurated its first mall in N:uneO) its first in the western region$ Mr
Ramchandra Agarwal)
Managing .irector) said the company would e4pand to cities such as Ehandigarh)
!ha2iabad) :atiala)
Surat and Meerut$
=ocated at the 0:E% %owers building at Aatima agar) the #ishal Mega Mart will
give :une an
e4perience of the latest in the world of fashion and trends$
ARTICLES NO. 02
VISHAL RETAIL TO EXPAND TO 5 CITIES
Business line. Chennai: Jun 24, 2009. pg. 1
ABSTRACT (SUMMARY)
%he company inaugurated its first mall in N:uneO) its first in the western region$ Mr
Ramchandra Agarwal)
Managing .irector) said the company would e4pand to cities such as Ehandigarh)
!ha2iabad) :atiala)
*5
Surat and Meerut$
=ocated at the 0:E% %owers building at Aatima agar) the #ishal Mega Mart will
give :une an
e4perience of the latest in the world of fashion and trends$
*9
CHAPTER-5
IMPORTANCE OF THE STUDY
IMPORTANCE OF THE STUDY
Although it would have been nice to conduct a perfect research study) but this
study is conducted under certain limitations) which were faced while doing this
research$ So it is highly recommended to consider these limitations while going
through the project study$
%hese limitations are as follows
*>
1. LIMITATION OF DATA
%he statistical data regarding the city was not available to us on secondary
source of data and to generate such data on the primary source was a task)
which cannot be achieved in such a short time$
2. LIMITATION OF TIME
%he limitation of time was another constraint in the study as the study had
to be conducted in few months therefore many aspects have been left
une4plored$ Research period is not just much enough to know fully about
the strategies & consumers perception
3. INHIBITIONS OF THE RESPONDENTS
%he respondents did not reply the ,uestion with precision as they were busy
with their own work or they were not interested in taking part in such a
research$ Imployees sometimes feel hesitated while telling about their view
about their marketing strategies$
4. RESEARCH HAS BEEN CONDUCTED IN A LIMITED AREA
%he research has been conducted for the #ishal mega mart?Shastri agar
!arh Road)Meerut< but not all their retail outlet have been covered therefore
it has been mentioned that the research has been conducted in a limited area$
5. THE SAMPLE SIZE IS SMALL
%he sample si2e taken for this thesis is smallP it may not actually represent
the whole population$ %he data collected were totally depending on the
*C
respondent6s views) perception) behavior) psychology related to particular
scheme which could base in nature
%hese limitations were very common and yet we came across these with a
positive note and the subse,uent chapters in this report shall e4plain the
rationality behind the structural compilation$
*D
CHAPTER-5
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Definition of Research
%he word research is derived from the =atin word meaning to know$ It is a
systematic and a replicable process) which identifies and defines problems)
within specified boundaries$ It employs well;designed method to collect the
data and analyses the results$ It disseminates the findings to contribute to
*F
generali2e able knowledge$ %he characteristics of research presented below will
be e4amined in greater details later areG
Systematic problem solving which identifies variables and tests
relationships between them)
Eollecting) organi2ing and evaluating data$
=ogical) so procedures can be duplicated or understood by others
Impirical) so decisions are based on data collected
Reductive) so it investigates a small sample which can be generali2ed to
a larger population
Replicable) so others may test the findings by repeating it$
.iscovering new facts or verify and test old facts$
.eveloping new scientific tools) concepts and theories) this would
facilitate to take decision$
Aor the proper analysis of data simple statistical techni,ues such as percentage
were use$ It helps in making more generali2ation from the data available$ %he data
which was collected from a sample of population was assumed to be representing
entire population was interest$ .emographic factors like age) income and
educational background was used for the classification purpose$
2.1 Research Design:
It was important to collect detailed information on various aspects for
effective analysis$
Research design can be of three formsG
3B
Descriptive Research: It is conducted to ascertain certain magnitudes and
to provide an accurate snapshot of some aspect of the market environment$
Aor e4ampleG .etermining the si2e of the market) market share) availability
of distributors) sales analysis) studies of consumer attitude etc$
Exploratory ResearchG %his is used when one is seeking insight into the
general nature of a problem) the possible decision alternatives) and relevant
variables that need to be considered$ =ittle prior knowledge is re,uired$
Research methods are highly fle4ible) unstructured and ,ualitative$ Aor
e4ampleG Lhat new product should be developed) what should be the
positioning of our product) etc$
Causal ResearchG Eausal studies are designed to determine whether one or
more variables cause or determine the value of other variables$ It is an
evidence of relationships of variables$ Aor e4ampleG Lhether decrease in
price will lead to an increase in the sales of a product) or whether the
presence of a sales person will help in increasing the sales in a retail outlet)
etc$
%hese three types can be viewed as cumulative$ %he research design
adopted for project research is Causal Research.
7nce the researcher has decided the QResearch .esign6) the ne4t job is of
data collection$ Aor data to be useful) our observation needs to be organi2ed
so that we can get some patterns and come to logical conclusions$
.epending upon the sources utili2ed) whether the data has come from actual
observations or from records that are kept for normal purposes) statistical data can
be classified into two categoriesG
31
*$* :rimary .ata
*$3 Secondary .ata
2.2 Primary Data:
It is one) which is collected by the investigator himself for the purpose of
specific in,uiry or study$ Such data is original in character and is generated by
surveys conducted by individuals or research institutions$
It can be obtained byG
Eommunication
7bservation
Ruestionnaire
2.3 Secondary Data:
Lhen an investigator uses the data) which has already been collected by
others such data is called secondary data$ %his data is primary for the agency that
collects it and becomes secondary data for someone else who uses this data for his
own purpose$
3*
It can be obtained byG
Eompany6s web
Mournals
Reports
ewspapers
!overnment :ublications
:ublication of professional and research organi2ation$
%he research methodology involves the following major steps namely;
*$3$1 .efining data source
*$3$* Research approach
2.3.1 Defining data source:
In the project) both primary and secondary data were used for the research
process$ Secondary data are data that were collected for another purpose and
already e4ist somewhere$ In this project the secondary data are collected from
internet) newspapers and te4t materials$ %his constitutes the chief material on
the basis of which research work is carried out$
:rimary data are data freshly gathered for specific purpose or specific project
purpose$ It is obtained by study specifically designed to fulfill the data of the
33
problem in hand$ :rimary data are original in character$ :rimary data was
collected in two waysG ; 7bservation research and surveys$
2.3.2 Research Approach:
In the project primary data was collected through observation research)
surveys and secondary data from internet) books and te4t materials$ In observation
research) fresh data was collected by observing the relevant parameter of research$
'asically secondary data was used for evaluating the performance of stock market$
2.4 Sample Design:
Aor carrying out any research or study on any subject it is very difficult to
cover even 1BK of the total population$ %herefore the sample si2e has to be
decided for a meaningful conclusion$ Aor designing the sample si2e) it was thought
proper to cover a very small percentage of population in various age groups$
%he method used for sample techni,ue was non probability convenience sampling
method$ %his method is used because it is known previously as to whether a
particular person will be asked to fill the ,uestionnaire$ Eonvenient sampling is
used because only those people will be asked to fill the ,uestionnaires that were
easily accessible and available to the researcher$
Eonsidering the constraints) it was decided to conduct the study based on sample
si2e of *BB people in specific age groups$ Scientific method is not adopted in this
study because of financial constraints and also because of lack of timeP also the
basic aim of doing the research is academic) hence most convenient way is
selected
2.4.1 Sample Size:
I conducted appro4imately *BB samples during my research$
35
2.4.2 Sampling Method:
I used random sampling method for my research$ Lhere) I have selected the
persons randomly for research work$
2.5 Method of data collection:
%he ne4t step is together the re,uisite data$ %here are two types of data collection
method S primary data and secondary data$
2.5.1 Instrument for data collection:
I have used the ,uestionnaire method in sample survey$ If one wishes to find what
people think or know) the logical procedure is to ask them$ %his has lead
marketing researchers to use the ,uestionnaire techni,ue for collecting data more
than any other method$
In this method ,uestionnaire were distributed to the respondents and they were
asked to answer the ,uestions in the ,uestionnaire$ %he ,uestionnaires were
structured non;disguised ,uestionnaire because the ,uestions) which the
,uestionnaire contained) were arranged in a specific order besides every ,uestion
asked was logical for the studyP no ,uestion can be termed as irrelevant$
%he ,uestionnaire) were non;disguised because the ,uestionnaire were constructed
so that the objective is clear to the respondent$ %he respondents were aware of the
objective$ %hey knew why they asked to fill the ,uestionnaire$
2.7 Data-analysis techniques:
%he study conducted is a conclusive descriptive statistical studyP the researcher
comes to the decision which is precise and rational$ %he study is conclusive
39
because after doing the study the researcher comes to a conclusion regarding the
position of the brand in the minds of respondents of different firms groups$ %he
study is statistical because throughout the study all the similar samples are
selected and group together$ All the similar responses are taken together as one
and their percentages are calculated$
%hus) this) conclusive descriptive statistical study is the best study for this purpose
as it provides the necessary information which is utili2e to arrive at a concrete
decision$
COMPANY PROFILE
+Auture is thinking beyond hori2on@ & in order to keep its pace with the modern
retail) #ishal Retail =imited is spreading its wings$ Instead of resting on its laurels
the !roup are busy identifying new avenues of growth by venturing in other
formats like cash & carry) convenios as well as specialty stores and inspiring local
retailers to grow along with the big names$ %he group has tied up with ":E= to
open corner stores at their petrol pumps and in addition to the above #ishal has
come up with an institute to train manpower for the service industry$
As of .ecember 1) *B1B) it operates 1C* retail stores) including two stores which
are operated by their franchisees$ %hese 1C* stores are spread over about
*5)BB)BBBs,uare feet and are located in *5 states across India$ In its efforts to
strengthen thier supply chain) it has set up seven regional distributions centres and
an apparel manufacturing plant$
%oday #ishal Retail =imited) Alagship Eompany of #ishal !roup) engaged in
"yper Market stores with an average area of *9)BBB to 3B)BBB s,$ ft$
According to Mr$ Ram Ehandra Agarwal) EM.) #ishal Retail =imited) the group
owes its origin to a small 9B s, ft shop in 0olkata1s =al 'a2aar that started selling
3>
readymade garments$ In tune with the pulse of the market) he envisioned a mega
store that would sell garments at prices none other could match$ $ %he first big
store opened in Ealcutta1s Isplanade area in 1FFC) under the banner of #ishal
!arments$ "e was involved in all the aspects of the businessG right from sourcing
the garments to interacting with customers$ And this led to his greatest finding
+%he #ishal !roup$@
After identifying the immense market in fashion garment for the masses) "e
moved to .elhi in *BB1 and opened his first store in .elhi6s Rajouri
!arden by the name of #ishal Mega Mart ?%he jewel in #ishal !roup6s crown<
and then there was no looking back for Mr$ Ram Ehandra Agarwal$ At present) in
addition to garments) #ishal Mega Mart stores retail the entire range of household
products) AME! and electronic goods$ #ishal1s prices are roughly 19 to *B per
cent less than other mass market garment labels$
Mr$ Ram Ehandra Agarwal) EM.) #ishal Retail =imited believes that the
shopping habits of Indians are changing due to their growing disposable income)
higher aspirations) relative increase in the younger population) and the change in
attitudes towards shopping$ %he emphasis has changed from price consideration to
design) ,uality and trendy$ Age is also a major factor that affects the spending
decisions of an individual$ Eonsumer spending is an important factor that affects
the economic growth and development in a country$ As a trend) consumer is more
educated$ "e has access to all reforms taking place through various arrays of
communication$ "e is becoming a +value shopper@ everyday$
0eeping this in mind) the group is now looking for franchisees to join hands
with #ishal and grow under common banner$ %his partnership will help small
retailers to survive the onslaught of organi2ed retail as it will enhance their
3C
competitiveness$ Small stores can avail of the benefits on account of the
economies of scale) a key advantage for big retailers$
As per the plans) #ishal Retail will completely take over the supply chain of
its franchisees and provide them with technology) new practices) visual
merchandising skill and special promotional schemes) besides its brand and
customer base$
Some of the Franchisee exclusive business categories are:
Mens Aashion
=adies and 0ids
Aootwear
%oys and !ames
"ome S !eneral
Eonvenience ?AME!<
E.I%
Latches
Mobile
It follows the concept of value retail in India$ In other words) their business
approach is to sell ,uality goods at reasonable prices by either manufacturing
themself or directly procuring from manufacturers ?primarily from small and
3D
medium si2e vendors and manufacturers<$ It endeavour to facilitate one;stop;shop
convenience for their customers and to cater to the needs of the entire family$ It
believes this concept has helped them grow to thier current si2e within a short time
frame of their years$ Mr$ Ram Ehandra Agarwal has been ranked as the *Dth most
pitiful person in the Indian retail industry$
In order to reduce costs and take advantage of economies of scale it has embarked
on backward integration of their products$ %hier apparel manufacturing plant is
located at !urgaon) "aryana$ Aor ensuring efficiency in supply chain) it has set up
seven regional distribution centres located around 0olkata) %hane ?Maharashtra<)
Maipur ?Rajasthan<) !ha2iabad ?(ttar :radesh<) =udhiana ?:unjab<) !urgaon
?"aryana< and .elhi$ Aurther) it has focussed on developing a cost and time
efficient distribution and logistics network) which currently comprises seven
distribution centers and a fleet of trucks for transportation$
+Retailing is an engine for taking merchandise to the end;users$ %here is
a lot of opportunity in this sector for us since demand of the potential consumers
are not being met under the e4isting facilities$ %herein lies the road to success$@
says Mr$ R E Agarwal
Board of Directors:
3F
Mr. Ram Chandra Agarwal, Chairman & Managing Director
"e holds a bachelor6s degree in commerce from St$ Tavier6s Eollege)0olkata$
Mr$ Agarwal has more than *B years of e4perience in the retail industry and has
been with #R:= since their inception in 1FFC$

Mrs. Uma Agarwal) Executive Director
She holds a bachelor6s degree in arts$ Mrs$ Agarwal has more than C years of
e4perience in the retail industry$ She has been associated with accounts
department of #R:=$

Mr. Surendra Kumar Agarwal) Executive Director
$ $ "e holds a bachelor6s degree in commerce$ Mr$ Agarwal has more than 1C
years of e4perience in the retail industry$ "e has been associated with store
development and management at various locations of #R:=$

Mr. Bharat 1ain, Independent Director
"e holds bachelor6s degree in commerce$ Mr$ Main is engaged in the business of
leather garments and accessories and has more than *3 years of work e4perience$
Mr$ Main joined #R:= 'oard on May D) *BB>$

Mr. Rakesh Aggarwal, Independent Director
"e holds a master6s degree in commerce$ Mr$ Aggarwal is currently engaged in
roto;moulding industry has more than *B years of work e4perience$ Mr$
Aggarwal joined #R:= 'oard on 7ctober 31) *BB>$


5B
OUR PROMOTERS AND GROUP COMPANIES
Our Promoters
%he following individuals are the :romoters of our EompanyG
a<$ Mr$ Ram Ehandra AgarwalP
b<$ Mrs$ (ma AgarwalP and
c<$ Mr$ Surendra 0umar Agarwal$
%he following companies are the :romoters of our EompanyG
a<$ (nicon Marketing :rivate =imitedP
b<$ Ricon Eommodities :rivate =imitedP and
c<$ #ishal Later Lorld :rivate =imited$
In addition) the following "(As are the :romoters of our EompanyG
a<$ Mr$ Ram Ehandra Agarwal ?"(A<
Name of Shareholders & Number of Shares of shareholding
1$ (nicon Marketing :rivate =imited 319)BBB 5F$93
*$ Ricon Eommodities :rivate =imited 3BB)BBB 5C$1C
3$ Mr$ Ram Ehandra Agarwal 1*)B1B 1$DF
5$ Mrs$ (ma Agarwal F)B1B 1$5*
Total 636,020 100.00
51
VISION STATEMANT:
Le share the vision and belief that our customers and stakeholders shall be
served only by creating and e4ecuting future scenarios in the consumption space
leading to economic development
'ecause of increasing number of nuclear families) working women) greater
work pressure and greater commuting time) convenience has become a priority
for Indian customers$ %hey want ever thing under one roof for easy access and
multiplicity of choice$ %he growth and development of organi2ed retailing is
driven by two main factors S lower prices and benefits the customer can6t resist$
India is rapidly involving into a competitive market place with potential target
consumers in the niche middle class segments$ %he market trend indicates
tremendous growth opportunities$

5*
MISSION STATEMENT:
Le shall deliver Iverything) everywhere) everytime for every Indian Eonsumer in
the most profitable manner$
VRPL`s BUSINESS:-
#R:= started as a retailer of ready;made apparels in 0olkata in *BB1$ In *BB3)
#R:= ac,uired the manufacturing facilities from #ishal Aashions :rivate =imited
and MHs #ishal Apparels$ Subse,uently) with evolution of retail industry in India
and change in consumer aspirations) #R:= diversified their portfolio of offerings
to include other retail goods$ Eurrently) #R:= sell ready;made apparels and a
wide range of household merchandise and other consumer goods such as footwear)
toys) watches) toiletries) grocery items) sports items) crockery) home furnishing)
beverages) drinks) gift and novelties$
#R:= follow the concept of value retail in India$ In other words) #R:=6s business
approach is to sell ,uality goods at reasonable prices by either manufacturing
themselves or directly procuring from manufacturers ?primarily from small and
medium si2e vendors and manufacturers<$ #R:= endeavor to facilitate one;stop;
shop convenience for their customers and to cater to the needs of the entire family$
#R:= believe this concept has helped them grow to their current si2e within a
short time frame of 1B years$
In order to reduce costs and take advantage of economies of scale #R:=
have embarked on backward integration of their products$ #R:=6s apparel
manufacturing plant is located at !urgaon) "aryana$ Aor ensuring efficiency in
supply chain) #R:= have set up seven regional distribution centers located around
0olkata ?Lest 'engal<) %hane ?Maharashtra<) Maipur ?Rajasthan<) !ha2iabad
?(ttar :radesh<) =udhiana ?:unjab<) !urgaon ?"aryana< and .elhi$ Aurther) #R:=
53
have focused on developing a cost and time efficient distribution and logistics
network) which currently comprises seven distribution centers and a fleet of trucks
for transportation$
VRPL Business Processes:-
#R:=6s business process can be summari2ed as belowG
Establishment of Stores:
Selection of location
In selecting location for a new store) #R:= start by identifying the cityHtown$
#R:= target primarily citiesHtowns which may be classified as %ier II or %ier III
cities$ In this regard) an analysis of the demography) literacy levels) nature of
occupation and income levels$ Lithin a cityHtown) #R:= target locations with
good infrastructural facilities such as easy accessibility) provision for water)
electricity) parking) security and other basic amenities$ #R:= prefer to locate their
stores in areas where real estate is available at reasonable prices$ %he efforts of
#R:=6s retail business are targeted towards families having total income which
can be classified under the +lower middle@ and +middle@ income groups$
Accordingly) #R:= plan their strategy to search for areas within cities where such
customers are domiciled in large numbers and make efforts to locate themselves
within the reach of such customers$
#R:= believe that adoption of standard formats for their stores has led to their
brand establishment and identification among their customers and will increase
their base of loyal customers$ In pursuance of this) they have adopted standard
parameters for store planning and establishment$ Aor ensuring standardi2ed
formats
of their stores) #R:= consider various factors) such as internal and e4ternal dUcor
and colour schemes) allocation of store space) stock mi4 and pricing and
55
accounting methods$
Insurance
#R:= maintain comprehensive insurance coverage with %ata AI!) 'ajaj Allian2)
Royal Sundaram and IAAE7;%70I7 for their e4isting stores) distribution centers)
manufacturing facilities and trucks$ #R:= insurance policies include
comprehensive coverage for electronic e,uipment) fire and special perils and
burglary$ Aurther) #R:= has filed a claim of Rs$ **$9B million on account of fire
in their store at Meerut as on Muly C) *BB>$ In this regard) they have received Rs$
C$9B million as an interim payment$
Factories
#R:=6s e4isting manufacturing facilities are located at :lot o$ **5) :hase 1
(dyog #ihar) !urgaon) for which they have leasehold interest until May 5) *BBF$
In addition) #R:= have recently ac,uired freehold interest in relation to a land
admeasuring C$*5 acres in .ehradun) (ttaranchal) where they are e4ploring the
possibilities for establishment of another manufacturing facility$
Other Properties
#R:= have recently ac,uired freehold interest in relation to a land admeasuring
D*)D3B s,uare feet in "ubli) .harwad$
Merchandise Planning
#R:=6s merchandise planning is based on the concept of category management
rather than traditional brand management practices$
59
Apparels and Non Apparels
(nder category management for) say) apparels) #R:= create and cater to products
across length and breadth of a category at different price points) fabrics) designs)
shapes) seasons) colors and si2es$ #R:= formulate annual merchandising plan for
each division of merchandise taking into consideration factors such as past sales
data) regional customer tastes and preferences) number of stores ?established and
proposed<) likely fashion and trends) in;house production resources) vendor
management and price$ Iach division is further divided into major categories ?for
instance) men6s apparel as a division is further divided into three major categories)
namely) upper) lowers and sports and ethnic wear<$ %hese major categories are in
turn segregated into various subcategories$ Aor e4ample) men6s upper as a major
category would be further divided into several sub;categories such as formal
shirts) casual shirts) party wear etc$ Iach sub;category consists of pre;defined
S0(s) which are classified on the basis of price point) brand) style) pattern and
si2e$
#R:= draw annual sales projections for different S0(s and) accordingly)
ascertain their sourcing re,uirements$ 'ased on such information and lead time
estimates for supplies) purchase orders with delivery schedules are issued$ %he
inventory position for each S0( is reviewed fortnightly taking into account the
actual sales and variations from the budgeted plans$ Regular visits to the stores are
made by the category merchandising team to identify the slow;moving;S0(s and
e4plore the options to e4peditiously dispose of them$
Aor certain non apparel categories) their merchandise planning and scheduling also
depends on introduction of new products and schemes by the vendors$ Aor
instance) if a branded home appliance manufacturer replaces a product with a new
5>
version) then their planning for the product would need to be reviewed based on
the acceptability of the new version$
In-house Manufacturing
#R:= benefit from backward integration and in;house manufacturing of part of
the apparel products sold in their stores$ %hrough their manufacturing capabilities)
#R:= is able to attain relative independence from intermediaries with a
competitive advantage in terms of value and cost$ #R:= use their manufacturing
strengths to focus on enhancing product knowledge and their e4periences from
manufacturing enable them to negotiate better terms from the vendors and job
workers$
#R:= currently have an apparels manufacturing plant at !urgaon) "aryana$ %he
manufacturing plant is well;e,uipped with fully automatic machines for fusing)
buttoning) embroidery and welt pocket;making operations$ %he factory has a
capacity to manufacture 9)BBB pieces per day$ %he plant was commissioned in
*BB5 and achieved a capacity utili2ation of DBK$ It has 59B machines and is
operated by 9BB workers$ Aurther) #R:= are e4ploring the possibilities for
establishment of another manufacturing facility) for the purposes of which they
have ac,uired certain portions of land admeasuring C$*5 acres in .ehradun)
(ttaranchal$
In addition to in;house manufacturing) they have outsourced some parts of the
manufacturing to +job workers@ who work in their factory premises$ #R:=
undertake ,uality control measures by way of random sampling to ensure the pre;
determined ,uality standards are met$ %o verify that the ,uantity of supplies is as
per the order) they undertake count;check for every receipt of the goods$
#R:=6s manufacturing team works closely with their design team to understand
trends) develop products) value engineer and finally create season wise collection
that cater to regional tastes$
5C
Purchasing
:urchasing or vendor management assumes critical importance in retail business
where one has to deal with multiple products$ #R:= have in place a vendor
management system) under which they identify vendors all over the country and
overseas and seek to develop alliances and arrangements with them$ %hey
regularly interact with the vendors and share information such that the vendors
remain familiar with their goals and targets$ It has been their strategy to procure
goods from small and medium si2ed vendors and manufacturers) which they
believe has led to reduction in the cost of goods they sell and increase in their
profitability$
(pon ascertaining the procurements needs based on each S0() #R:= e4plore the
various options for sourcing the products$ %hey continuously strive to procure
goods from the place of origin to reduce the costs and control the ,uality$ Aor
identifying the vendors) #R:= assess the various possible options on factors such
as capacity) credibility in the market) ,uality awareness and e4perience$
After identifying the vendors for the goods) #R:= place purchase orders based on
their S0(;wise plan) estimated lead time of each vendor and ,uantity to be
procured from each vendor$ #R:= follow a policy of Qpayment on delivery6 to
negotiate better prices with the vendors and in certain cases they also release
payments in advance$ %o ensure ,uality of supplies) #R:= check ,uality by way
of random sampling at the time of receipt of the goods$ %o verify that the ,uantity
of supplies is as ordered) they undertake count;check for every receipt of the
goods$ Aor AME! products) #R:= procure from large as well as small and
medium si2e
manufacturers$ Aor procurement from the large manufacturers or their distributors)
5D
they endeavor to enter into formal arrangements for supply of products to all
#R:= stores) such that they are able to derive fi4ed margins from sales of such
products) irrespective of the locations$ (nder these agreements) they benefit from
special discretionary discounts and offers directly from the manufacturers or their
distributors$
VISHAL Apparels Brand
#ishal Mega Mart is one of India6s fastest growing retail chains$$ %he
chain currently has 172 company stores in 24 states H 11B cities in India$ %he
#ishal brand is known for great modern style for men) women and children$
#ishal offers high level fashion styling$ Since 1FD>) our name has been
synonymous with ,uality) value and fashion integrity$ Le offer an unparalleled
collection of clothes for the entire family$ Iach garment is hand selected for
,uality and contemporary styling$ #ishal manufactures majority of its own
garments and out sources some under its direct ,uality supervision$ %his enables
us to offer the lowest possible and most reasonable prices$
7ur goal is to provide a range of fashion wear to suit every pocket$ 7ur product
mi4 represents the most current fashion trends in tops) bottoms) formals and
accessories for men) women and kids$ 7ur courteous staff will ensure that
consumers get a perfect fit$
5F
:opular 'rands areG
Veppelin G Mens Shirts & %rousers Ai22y 'abe G =adies & 0ids !irls
0itaan Studio G Mens Shirts & %rousers Masmine G =adies & 0ids !irls
'lues & 0hakis
G
Mens %rousers Vero .egree G 0ids 'oys
:aranoia G Mens Shirts & %;Shirts Soil G Mens Shirts
Ehlorine G Mens Shirts Massa 'ay G
Mens %rousers &
'ermudas
Aume G
Mens Shirts) %;Shirts)
(nder!arments$

Apparel Manufacture
%he basic raw materials re,uired for the manufacturing process of apparels
includes fabrics and accessories$ #R:= merchandising teams source fabrics from
local manufacturers in India depending upon their production plan$ #R:= also
source fabrics from the place of origin$ #R:= source various other components
and accessories from vendors in various parts of the country and also import them
from Ehina$
Inventory Management, Distriution !et"or# an$ Logistics
#R:=6s distribution network and logistics encompasses all activities to ensure that
goods are dispatched in right ,uantities and at right time to reach stores with
sufficient time in hand to promptly cater to customer demands and optimi2ation of
inventory position$
9B
%hey have built a system to monitor the inventory position on a real;time basis at
each store) under which a stock re,uisition or delivery order is generated when
pre;determined stock or re;order levels are reached$ %he re;order levels for stores
are
determined based on factors such as display levels) lead time for replenishment
and average daily sales$ #R:= review these re;order levels on continuous basis to
factor in variances in demand based on seasons) trends and promotional schemes$
#R:= have seven distribution centers over appro4imately 3D9)B33 s,uare feet$
%hese distribution centers are located around 0olkata ?Lest 'engal<) %hane
?Maharashtra<) Maipur ?Rajasthan<) !ha2iabad ?(ttar :radesh<) =udhiana ?:unjab<)
!urgaon ?"aryana< and Mahipalpur ?ew .elhi<$ #R:= have clearly demarcated
the stores which will be serviced by each distribution centre$ %he reorder levels for
distribution centers are ascertained on the basis of factors like average daily sales
of all the stores services) lead time for replenishment and buffer stock) which
caters to both the e4isting and proposed stores to be fed$ As for the stores) they
regularly review these re;order levels$
#R:=6s distribution centers and stores are connected through company;wide
virtual network connection through broadband which helps to efficiently manage
their network of stores and distribution centers throughout the country$
%hey primarily utilise their own vehicles to transport the inventory to their stores
from the distribution centers$ In addition) #R:= use the services of logistic
solution providers including low cost transport service providers in order to
deliver products on time to #R:= stores and optimi2e transportation costs$
.istribution centers operations have been streamlined through the standardisation
of racking system) layouts and implementation of automatic replenishment system$
(nder arrangements with some of their merchandise manufacturers) they receive
payment on account of display of their products$
91
Pro$uct %ategories
- HOME FURNISHING
Drawing Room Bedroom
.oor Mat 'ed Sheet
Earpet :illows
Eurtains :illow Eover
Kitchen Bathroom
Apron 'ath Mats
0itchen apkin %owel !ift Sets
FOOTWEAR
BOYS GIRLS
Shoes Slippers
Sandals Sandals
LADIES MENS
Shoes Shoes
Slippers Slippers
MENS
Upper Lower
Shirt
Easual
Means?M:<
Shirt
Aormal
Eotton %rouser?M:E<
Ethnic
Winter Wear
9*
&
Sports
ight
Suits
Suit?LME<
%;Shirts 'la2er?LM'<
.upatta Lindcheater?LML<
SherwaniMacket
LADIES ACCESSORIES
Upper Lower
0urta :ants Means
Skirt %op Eapri
Ethnic Winter Wear
ighty Mackets
=ancha Stawl
Sharara 'la2er
Salwar Suit %rack Suit
INFANTS
Garments Accessories
"ot :ant 'ed Sheet
Arock (nder !arments
'aba Suit Socks
WOMEN
Sarees Personal Items
Aancy?SRA< Eap?=EA<
Synthetics Socks?=as<
'anarsi
1ewellery Cosmetics
ecklace =Ip !loss
Ring ail :olish
93
KIDS BOYS
Lower Sets Winter Wear
Means ight Suit Suit
'ermudas 'aba Suit 'la2er
.ungries Macket
Upper Ethnic
Shirt Aormal 0urta; :yjama
%;Shirt Sherwani
KIDS GIRLS
Lower Sets Winter Wear
"ot :ant ight Suit "ipster Set
Skirt Eapri Set 'la2er
.ungries Macket
Upper Ethnic
%ops?!L%< Sharara
Arock?!A0< =ancha
HOUSEHOLD
.inner Set Mug Eake Server
Home Aids Pressure Cooker Non Stick
Aloor Liper Eooker "andi
Sanitary 'rush :ressure :an .osa %awa
General Plastic
Goods
Electrical App. Bone China
Eoffee Mug Ehopper Soup Set
'ucket Microwave 7ven .essert Set
Glass Ware Thermo Ware Porcelain
Eup %iffin Eup & Saucer
=Jemon Set Eontainer
95
LIFESTYLE
Time Zone Opticals Gifts & Novelties
=adies Lrist Latch =adies Sun !lass Alower #ase
Mens Lrist Latch Mens Sun !lass 0ey Ehain
Mens Accessories Electric &
Electronics Items
Perfume/Deo
'elts 'attery?A'%< Spray
Lallets Ealculator?IIE< .eo
TOYS & GAMES
Soft Toys Dolls Cycles & Scooters
Musical %oys 'arbie .oll Eycles
on;Musical 7ther .olls Scooters
Board Games Infant Toys Video Games
Looden 'locks %eether %$#$ #ideo !ame
:u22les Swing "and #ideo !ame
FOOD MART
FOOD & BEVERAGES
Snacks
.rinks
99
MA R K E T I N G A N A LY S I S S U MMA R Y
Marketing help to define the business for the customer1s interests) not your own$ It
is the process of learning what customers want or need and determining how to
satisfy those wants or needs$ It is also used to confirm whether the customer
reacted to a marketing program as e4pected$ %he benefits of market research
includeG
=earning who your customers are and what they want$
=earning how to reach your customers and how fre,uently you should try to
communicate with them$
=earning which advertising appeals are most effective and which ones get
no response$
=earning the relative success of different marketing strategies) thus
improving return on investment$
=earning how not to repeat your mistakes$
#ishal Mega Mart has been the pioneer of retail revolution$ Its first fight was
against local Q0irana6 stores$ %he task was to change the mindset of consumer to
bring about changes in their shopping patterns$ It wanted people to do bulk
shopping for their monthly ration instead of going to the shop each week$
9>
MARKETING STRATEGY OF VISHAL MEGA MART
Pro$uct
#ishal Mega Mart offers a wide range of products which starts from apparels to
food items) footwear to home furnishing) crockery to sport items) child care
products to toys) watches) drinks etc$ %here are many in house brands promoted by
#ishal Mega Mart$ In pursuance of their business plan to diversify their portfolio
of offerings) AME! products play a key role$ AME! products are usually meant
to fulfill the daily needs of consumers and therefore) #R:= believe retailing of
AME! products will bring customers to their stores on a fre,uent basis and this
may in;turn lead to consumption of their apparels$ #R:= have a number of private
labels for apparels such as Vepplin) :aranoia) Ehlorine) 0itaan Studio) Aamenne)
Aleurier Lomen and Roseau$
$ #ishal Mega;mart sold over 3BB)BBB pairs of jeans) 9B)BBB .#.;players and
*9)BBB microwave;ovens$ In all) the fashion)
electronics and travel segments made up about CBK of sales$ =ast year) these
categories made up only about >BK$
9C
Price
#ishal Mega Mart promises its consumers the lowest available price$ %he concept
of psychological discounting ?Rs$ FF) Rs$ 5F) etc$< is used as promotional tool$
#ishal Mega Mart also caters on Special Ivent :ricing ?Elose to .iwali)
Ehristmas) ew /ear etc$<$ Selling combo;packs and offering discount to
customers$ %he combo;packs add value to customer$ %hrough 'undling) they also
reduced the price of the products$ In addition to #R:=6s strategy to continue
procurement of goods from small and medium si2e vendors and manufacturers
which leads to cost efficiencies) #R:= intend to procure AME! and apparels from
low;cost production centers located outside India$ %owards this objective) #R:=6s
propose to increase their procurement of finished and semi;finished goods from
Ehina and thereby reali2e economies of scale and pass on the benefits so accrued
to their customers$ %he efforts of #R:=6s retail business are targeted towards
9D
families having total income which can be classified under the +lower middle@ and
+middle@ income groups$ #R:= follow uniform pricing policy across their stores
in respect of private labels and non;branded products sold by them$ %his enhances
brand loyalty) encourages customer confidence and results in operational
convenience$ In relation to the other products) the prices may vary between stores
on account of state;specific ta4ation and vendor policies$
Place
#ishal Mega;mart stores are located in 1*F cities with 1C* outlets$ #MM has
presence in almost all the major Indian cities$ %hey are aggressive on their
e4pansion plans$
#ishal Retail targets cities with urban population of 1 million people or above or
can be classified as %ier;* and %ier;3 cities$ In %ier;1 cities) the company opens
retail outlets on the outskirts) rather than the prime area$ Its target market includes
people with middle income and lower income levels$ %his enables the company to
overcome competition to some e4tent due to its first mover advantage ?as
competitors have relatively less space in tier;* and tier;3 cities< and helps to lower
rental cost$ As at 3R A/BD) CDK of the company6s D* stores are in %ier;* and
%ier;3 cities$%he company plans to maintain the ratio of %ier;* and %ier;3 to %ier;
1 cities at DBG*B$
Promotion
Advertising has played a crucial role in building of the brand$ #ishal Mega Mart
advertisements are mainly seen in print media i$e$ newspapers) %elevision with
%ina :arekh as there in advertisement) and sometime road;side bill;boards$
#R:=6s category management system is used to plan promotional schemes$ %hey
launch promotional schemes weekly$ Apart from general sales promotion) the
category manager formulates promotional plans for Qslow movers6$ In addition) to
promote sales) they focus on layout of the stores and positioning) presentation and
9F
display of merchandise) in order to appeal to the customer$ In addition) #R:=
have introduced) in association with S'I Eards & :ayment Services :rivate
=imited) a co;branded credit card$ #R:=6s propose to continuously undertake
such initiatives to increase the satisfaction of their customers$
#ishal Mega;mart started many new and innovative cross;sell and up;sell
strategies in Indian retail market$ %he various promotion techni,ues used at #MM
includeG
;9 .in 0i Maha 'achat
;* din 0i Maha =oot
;.han;teras .hamaal
;!reat Savings
;#ishal Mega Mart !ift #oucher Rs$ 1BBB$
;*9K 7ff 7n All Items S Ivery Month
;.iscount 7ffers At #arious Aestive occasions
;!rand Linter Sale S 9BK & >BK discount for * days
;:aise 'achao Aandolan S F .in 0i Maha =oot
;#ishal Reward :lusG Eonsumers can make purchases at any store and accumulate
points at a central level$ %hese points are redeemable at any of our stores$
;Eross category promotions are now catching up where discounts are being
offered on grocery purchases) redeemable against purchase of apparel and
household products
>B
Peo&le
#ishal Retail has been established by Mr$ Ram Ehandra Agarwal) a first
generation entrepreneur$ "e has been
instrumental in e4panding the business from an apparel store in 0olkata to D*
value retail stores with pan; India
presence$ %he management team has a pool of talented professionals with right
mi4 of working e4perience$
:rofessionals are one of the key assets for any organi2ation$ %he salient features of
staff of #MM areG ;
;Monthly) weekly & daily sales targets are communicated to the staff & efforts are
made to consistently achieve the set
targets$
;Imployees are motivated to think out;of;the;bo4$ Retail sector is in growth stage)
so staff is empowered to take
innovative steps$
;Multiple counters for payment) staff at store to keep baggage and security guards
at every gate) makes for a
customer;friendly atmosphere$
;#MM motivates & retains store staff & maintains a positive work environment$
;Lell;dressed staff improves the overall appearance of store$
;Strong Recruitment Eell) *)9BF employees joined in *BBF$
;D9BB employee Strength$
.ue to intense competition) the re,uirement of skilled manpower is increasing$ At
the same time) the availability of
skilled manpower is declining and attrition rates are increasing throughout the
industry$ Le foresee an increase in the
>1
employee cost going forward ?Aigure C< due to company6s efforts to attract and
retain the employees$ Although
employee cost is increasingP still the company6s motive is to retain the valuable
employees in the company
Process
#MM adopted the business model as shown in ?Aigure;F< to run their activities
smoothly$ %his process includes four steps as followsG
Manufacturing EapacityP Strong =ogisticsP :roductsP Retailing
%he goods1 dispatch and purchasing area has certain salient features which includeG
;
;Multiple counters with trolleys to carry the items purchased$
;:roper display H posters of the place like ?0ids Lear) !rocery) and Stationary
etc$<$
;"ome delivery counters to be started soon$
;%hree =ayer Security Ehecks$
;o$ of :arallel 'illing Eounter
;Retail I4change Software Solution S :RI=
;Integrated Lith SA: & IR:
Physical 'vi$ence
It deals with the final deliverable or the display of written facts$ %his includes the
current system and available facilities$
;Infrastructure S Stand Alone Eommercial 'uilding
;Elean) Air;conditioned outlet
;I,uipment S computer) 'ER) .esk etc State of Art
>*
Management Organization Structure
>3
Year---- Milestone
*BB1;; Incorporated as #ishal Retail :rivate =imited ac,uired the proprietorship
firm #ishal !arments & the #ishal !arments opened first store outside 0olkata$
*BB*;; 7pened first Store in .elhi
*BB3 ;;Ac,uired #ishal Apparels) a manufacturing unit$ Set up a manufacturing
unit in !urgaon$
*BB5;;Started thier largest store of at Mathura Road) ew .elhi having an area of
DB)BBB s,uare feet nominated for the Images Retail Awards6 *BB5
*BB>;;%hier Eompany was converted into a public limited company 1B3
implementation of production and retail module of SA: 'roadband connectivity
with each and every location Increased thier presence to an aggregate of 1C States$
*BBC;; Increase in number of stores to 9B spread across in 1D States
>5
CHAPTER-7
ANALYSIS OF DATA COLLECTED
NTERPRETATION
>9
S()* +!+L,SIS
>>
Strength G
"igh 'rand I,uity in evolving retails markets
State;of;art infrastructure of 'ig 'a2aar outlets
:7: to increase the purchase
7ne stop shop for variety of products) increasing customer time and
available choices
(ea#ness G
(nable to meet store opening target so far
Aalling revenue per s,uare feet
)&&ortunity :
7rgani2ed retail is just 5$19Kof total pie of Indian retail market
Ivolving Eustomer preferences in recent years$
*hreat :
Eompetitors) global big players planning to foray into market
!overnment policies are not well;defined in India
(norgani2ed retail market of India
>C
1. "ow do you know about #ishal MegaMart8
%$#$ "oardings
ewspaper Ariends
et
T.V Hoardings Newspaper Friends Net
70 5B 9B *B *B
T,V
Hordings
Newspaper
Friends
Net
35%
20%
25%
10%
10%
*$ "ow often you visit to #ishal MegaMart8
>D
Lithin a week Lithin * week
Lithin a month Above 1 month
Within a week Within 2 week Within a month Above 1 month
70 5B 39 99
Within a week
Within 2 week
Within a month
Aboe 1 month
35%
20%
1!"5%
2!"
3$ Lhat e4cites you most for shopping at #ishal Mega Mart8
.iscount 'uy one get one free
>F
Eash back Aree gift
Discount Buy one get one
free
Cash back Free gift
76 >* 3D *5
#is$o%nt
&%' one get one
(ree
)ash ba$k
Free gi(t
3*%
31%
1+%
12%
5$ Lhat do you usually buy from #ishal Mega Mart8
AME! products Ehild care & %oys
Apparels Ilectronic goods
CB
All products

0
5
10
15
20
25
30
35
F,)-
prod%$ts
)hi.d $are
/ to's
Apparea.s 0.e$troni$
goods
A.. prod%$t
1N %
9$ Are you satisfied with the ,uality of the products offered by #ishal Mega
Mart8
/es o
C1
FMCG
products
Child care &
toys
Appareals Electronic
goods
All product
45 *B >B *B 99
It6s ok
Yes No It`s ok
114 5D 3D
0
10
20
30
20
50
30
4es No 1ts ok
#ata 1n %
6$ "ow is your shopping e4perience at #ishal Mega Mart8
#ery Satisfactory Satisfactory
Average (nsatisfactory
C*
:oor
Very
satisfactory
Satisfactory Average Unsatisfactor
y
Poor
40 9B C* ** 1>
0
10
20
30
20
50
30
Ver'
5atis(a$tor'
5atis(a$tor' Aerage 6nsatis(a$tor' 7oor
#ata in %
C$ .o you want to changes in #ishal Mega;Mart8

/es o
C3
Yes No
96 1B5
4es
N8
2*%
52%
F$ Lhat changes you want8

'etter services 'etter packaging
'etter products "ome delivery
C5
Better service Better packaging Better products Home delivery
45 *9 >B CB
0
5
10
15
20
25
30
35
&etter
seri$e
&etter
pa$kaging
&etter
prod%$t
Home
de.ier'
#ata in %
1B$ According to you which promotional activity is effective8
Road show Eampaign
Sampling :remiums
Any other
C9
Road show Campaign Sampling Premiums Any other
40 C> 3B *5 3B
0
5
10
15
20
25
30
35
20
9oad
show
)ampaign 5amp.ing 7remi%msAn' other
#ata in %
11$ Lhat you think about sales promotion strategy of company8
'est !ood
C>
Average ot good
Best Good Average Not good
46 9> CD *B
0
5
10
15
20
25
30
35
20
&est -ood Aerage Not good
#ata in %
1*$ .oes sales promotion strategies beneficial for sales8
/es o
CC
Yes No
146 95
4es
No
!3%
2!%
13$ At what percent sales promotion strategy is useful for increasing sales
CD
(p to 1BK *B;3BK

3B;5BK More than 5BK
Up to 10 20-30 30-40 More than 40
75 9D 5B *C
CF
CHAPTER-8
RECOMMENDATION & FINDING
Findings
1. %he choice of a store location has a profound effect on the entire business
DB
life of a retail operation$ A bad choice may all but guarantee failure) a good
choice) and success$
2. Ehoosing a retail location is) at best) a risky undertaking$ Eonsidering the
conse,uences of choosing a location that proves to be unsuitable) it pays to
get as much assistance as possible$ According to a survey more than >BK of
the customer prefers to shop in a retail store which is easily accessible to
them$
3. Advertising plays a very important role in achieving growth for any retail
company$ %his is evident from the fact that Advertising by Retail Industry
registered a rise of 1* percent during Manuary ; May *BBC over Manuary ;
May *BB>$
4. %he right location) trained manpower) software assistance) product with a
distinct differentiation) a strong value proposition) efficient supply chain
management ; these are the factors that influence the success of a retail
outlet$ Lith competition in this segment increasing) differentiation and a
strong value proposition assume significance$ Retail chains are reali2ing
that they cannot be another Qme;too6 store$ %he differentiation today among
the 9;> retail chains has come through private labels) which in some cases
account for as much as CB per cent of the total merchandise in the outlet$
5. #ariety offered by any retail store is of very much important to attract all
type of customers in the stores$ A large variety of products caters to each
segment of customers$
6. Shopping e4perience within a store also has a great impact on selecting a
product from a particular retail store$ 7verall ambience includes
infrastructure facilities provided by the store such as air conditioners)
lighting etc$
7. :ricing is in fact a dramatic controller of at least 3 key strategic elements to
any company1s successG Eompany6s image) the product and services
D1
company sells and consumer behavior$ %he Importance of :ricing their
:roducts1 will give them an insight into developing appropriate costing
methods and the impact of getting it wrong in today1s competitive creative
market$ %his topic should be of interest to anyone who is unsure if they are
getting it right$ Remember the difference between over or under;pricing
their work can mean a very short future for any business$ Appro4imately
>BK customers think that :rice is the most important factor while they go
for shopping in a retail stores$
8. Ruality in everyday life and business) engineering and manufacturing has a
pragmatic interpretation as the non;inferiority) superiority or usefulness of
something$ %his is the most common interpretation of the term$ %he ,uality
of a product or service refers to the perception of the degree to which the
product or service meets the customer1s e4pectations$ Ruality has no
specific meaning unless related to a specific function andHor object$ Ruality
is a perceptual) conditional and somewhat subjective attribute$ And in
addition to that) more than FBK of customers place ,uality as the most
important factor than anything else in the list to shop in a retail store$
9. More than CBK of customers place variety as an important factor to shop in
a particular retail store$
10.'rands name bears an important role while shopping of any type of goods$
So building a brand for a retail store is important as DBK of customer still
prefer to buy branded clothes in the retail store instead of local or unbranded
clothes$
D*
%onclusion
-
Suggestions
%onclusion
D3
!iven the developments and prospects) the Indian retail sector is in its nascent
stage of evolution$ Lhile there are obstacles) there are clear opportunities in
modern retailing in India$ %here are many lessons that India can take from other
countries) which have moved along the path of retail evolution$ %he retail sector
has proved to be of immense significant from macro;economic point of view$ %he
sector6s capability to give strong growth momentum by creating multiplier effects
on other sectors is not in dispute$ It is now necessary to cautiously e4pand and
develop the sector) as the government) at present) has done by permitting partial
A.I in the sector$ !iven the scope) the retail sector is certainly e4pected to fetch
the long;term economic benefits for the country$
%he convenience and personali2ed service offered by the unorgani2ed sector holds
its future in good stead for the future$ 7rgani2ed retail of late has seen a
tremendous boom and is attracting more people to the malls$
Lhat is to be seen is how organi2ed retail can duplicate the same level of
personali2ed customer service levels offered by the unorgani2ed sector to have a
higher conversion ratio$
%he target audience for both the organi2ed and unorgani2ed retail formats remains
relatively the same$ Lhen shopping in malls) people value the e4perience related
to the trip the most and return most fre,uently for the same$ 'esides) while
enjoying the e4perience they seem to buy high ticket and items of conspicuous
consumption most fre,uently$
!aining and maintaining consumer preference is a battle that is never really
won$ Eontinued and consistent branding initiatives that reinforce the consumer6s
purchase decision will) over time) land the product in consumer preference sets
Suggestions
D5
1$ Include more trained sales person to help customers in the store while
shopping$
*$ Improve ,uality of the products especially clothes$
3$ :lay good songs or soothing music in the store rather than cheap filmy
songs$
5$ Eustomer care service can be introduced
9$ More branded products can be displayed in the store as people still prefer
branded clothes than offered by local vendors$
>$ Eonstant reminder of discounts through pamphlets) speakers inside the store
for inducing consumers for impulse buying$
C$ Add more cosmetic products as its having a huge market of consumers
attached to it$
D$ .isplay of product should be improved so that the product is easily visible
to the consumers$
F$ :roper advertisement in press and outdoor to make #ishal Mega Mart
should be visible in the eyes of consumers$
1B$Should have parking spaces in front of every store$
11$"ire more salesgirls as in ladies section its very difficult for both the
consumers and salesman to interact with each other$
1*$Regular training to sales person to improve there overall performance$
13$Eustomi2ation of clothing should be given an important consideration$
15$:roper packaging and provide contrast labelling in displays of product$
19$Should apply electronic supply chain management for better inventory
management$
1>$:roper power back up as air conditioners are not working to their full
capacity at many stores$
1C$:roper placements of !ondola in the stores as space between them are very
D9
less$
1D$:roper display in the gondola and top most rack of the gondola should be
used for storing of inventory rather than display of product$
1F$Should provide more festival schemes and at proper time$
*B$Should use psychological pricing;more discounts by increasing the price
*1$:roper display of cutlery items
**$ Elothes should be in sync with fashion$
D>
CHAPTER -10
ANNEXURE
DC
ANNEXURES:-
SAMPLE OF QUESTIONNAIRE
"ow often do you visit #ishal mega Mart$8
?b< 7nce N O ?b< twice N O ?c< %hrice N O ?d< More ?please specify<WWW
2. "ow much money do you usually spend on #ishal Mega Mart in a month8
?b< B to *BBB N O ?b< *BBB to 9BBB N O ?c< 9BBB to DBBB N O ?d< More than DBBB N O
3. Lith whom do you usually come with8
?b< Alone N O ?b< with friends N O ?c< with family N O ?d< other ?pl2 specify<WW$
4. .o you come in #ishal Mega Mart8
?b< Easual N O ?b< :laned N O
5. Lhat features you considers when you purchase in #ishal Mega Mart$ please
give the rank$
A%%RI'(%IS #IR/ !77. !77. A#IRA!I :77R #IR/ :77R
:RIEI
:R7.(E% R(A=I%/
#ARI%/ 7AAIRS
6. "ow is the behavior of staff members of #ishal Mega Mart8
#IR/ !77.
!77. A#IRA!I
:77R #IR/ :77R
!ive your suggestion$
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXX
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
. E(S%7MIR :IRS7A= IA7RMA%I7SG;
1. ameG ; $
2. AddressG ; $
DD
3. :hone o$ $
!. Age ?in year<G;
1D;*9 *>;3B 31;39 3>;5B 51;9B Y9B
5. Income
9BBB;1BBBB 11BBB;*BBBB *1BBB;3BBBB 31BBB;5BBBB Y 51BBB
". Rualification
a) 1Bth N O ?b< 1*th N O ?c< !rad$ N O ?d< :!$ N O ?e< .iploma N O ?f< 7therWWW
S(R#I/7R AMIG .A%IG %IMIG
DF
Biliogra&hy
Books referred:
Retailing Management
:radhan) Swapna
Retail Management S A Strategic Approach
'erman) 'arry & Ivans) Moel R$
%he Art 7f Retailing
Websites:
www$google$com
www$wikipedia$com
www$vishalmegamart$com
FB