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CHAPTER 1 : INTRODUCTION

1.1: GENERAL INTRODUCTION

Retailing consists of the sale of goods or merchandise from a fixed location, such as a
department store, boutique or kiosk, or by post, in small or individual lots for direct
consumption by the purchaser. Retailing may include subordinated services, such as
delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys
goods or products in large quantities from manufacturers or importers, either directly or
through a wholesaler, and then sells smaller quantities to the end-user. Retail
establishments are often called shops or stores. Retailers are at the end of the supply
chain. Manufacturing marketers see the process of retailing as a necessary part of their
overall distribution strategy. The term "retailer" is also applied where a service provider
services the needs of a large number of individuals, such as a public utility, like electric
power.

QuickTimeª and a
decompressor
are needed to see this picture.

Shops may be on residential streets, shopping streets with few or no houses or in a


shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping
street has a partial or full roof to protect customers from precipitation. Online retailing, a
type of electronic commerce used for business-to-consumer (B2C) transactions and mail
order, are forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to obtain
necessities such as food and clothing; sometimes it is done as a recreational activity.

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Recreational shopping often involves.

DOES CONSUMPTION DRIVE RETAIL?? OR, DOES RETAIL FORCE


CONSUMPTION??

The latter has perfect logic. The problem isn’t enough disposable income in this
country. There are innumerable statistics to prove that there is. The problem really is
that the disposable income isn’t being driven into modern retail as much as it should.

Why is that?

Perhaps we are not giving them compelling reasons to shop with. Perhaps our product
innovation, or our retail experience, just lacks that extra something. Perhaps they don’t
generate the mysterious “WOW!” emotion that all successful global retailers constantly
aim at.

As we enter 2009, retailers across the country speak about the vision of change for the
year ahead. It is evident that customer retention is top of mind for every retailer,
regardless of format or size. It is clear that only by innovating on practices and
services offers will retailers in India be able to not just retain customers, but also
expand the consumer base.

Naturally, consumption needs to be pushed also for propelling manufacturing and


overall economic prosperity of the country. Which in a macro environment, would
result in higher disposable incomes and therefore, expenditures.

Bear in mind, however that growth in disposable incomes may not transfer
proportionately to domestic retailers. If our retailers from the smallest to the largest do
not offer experiences and services that match consumer expectations, the disposable
income will be spent elsewhere. As more an more Indians travel overseas, more and
more outflows of foreign exchange can be expected. That is, unless we offer these
consumers compelling reasons to walk into our stores.

The trick is in continuous innovation. Innovation in product, in operations, in


retail environment, in services, in everything.

INDUSTRY SNAPSHOT
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Retail is not only an important aspect of the economic structure but very much a part
of our lives . Although trading of goods have been in existence since the olden days .It
is only in the recent past that the buying and selling of goods have become more of
format and a brand dominated activity .The traditional form of independently owned
businesses co-exist along with the organized retail.

QuickTimeª and a
decompressor
are needed to see this picture.

Organized retail has emerged in a big way since 2000 onward and with that we are
witnessing the emergence of new forms of retailing.

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1.2: INDUSTRY PROFILE

TYPES OF RETAIL FORMAT

 Convenience store

 Chain of stores

 Franchise

 Speciality store

 Departmental store

 Supermarket

 Hypermarket

 Shopping mall

 Shopping plaza

 Factory outlet

CONVENIENCE STORE

Ideally located close to residential areas to enable target customers have easy
accessibility and select convenient merchandise such as beverages ,ready to eat
snacks , grocery etc.

EX;- Friendly neighbour hood grocery stores

CHAIN OF STORES

A single retailer establishes a chain of stores with its exclusive store design, synergistic

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merchandising plan, promotion and service strategy and so on.

EX;- Raymond chain

FRANCHISE

Retail stores owned and operated by individual on behalf of and licensed by a big
supporting organization.

EX;- Pizza hut, NIIT, Mc Donald s

SPECIALITY STORE

Retail shops displaying merchandise which have narrow product lines specializing in a
particular type of merchandise and offering specialized services to customers.

EX;-Park Avenue (By Raymond ,it is a men speciality store)

DEPARTMENTAL STORE

A store having several departments such as clothing, personal care & cosmetics,
books and stationaries, house ware goods, electronics etc .All under a single roof,
although individually functioning as a strategic business unit (SBU).

EX;-Life style , Pantaloon

SUPERMARKET

A store which is departmentalized, with self service offering groceries, limited non-food
items such as health & beauty related items & general merchandise.

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EX;- Food world outlets , Nilgiris

HYPERMARKET

Hypermarket are very large in size, carry grocery , hardware ,appliances and other
general merchandise , with self service facilities usually located in warehouse type
structure with large parking facilities.

EX;- Big bazaar (Pantaloon Retail India)

SHOPPING MALL

A shopping mall is an arrangement of retail stores and providing the right mix of
shopping, food courts & entertainment & parking facilities.

EX;-In Bangalore The Forum , Central ,Sigma mall

SHOPPING PLAZA

The shopping plaza wil be a configuration of many tenants using space of 1000 sq. ft
as so far putting up stores within a single building.

EX;-Fountain Plaza

FACTORY OUTLETS

Factory outlets or stores are owned and operated by the manufacturers who sell
discounted merchandise or factory seconds or cancelled orders to consumer at low
price.

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EX;- Bata factory outlet

a: Origin and development of the industry

Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP and
around eight per cent of the employment. Retail sector is one of India's fastest growing
sectors with a 5 per cent compounded annual growth rate. India's huge middle class
base and its untapped retail industry are key attractions for global retail giants planning
to enter newer markets. Driven by changing lifestyles, strong income growth and
favorable demographic patterns, Indian retail is expected to grow 25 per cent annually.
It is expected that retail in India could be worth US$ 175-200 billion by 2016.

The organized retail industry in India had not evolved till the early 1990s. Until then, the
industry was dominated by the un-organized sector. It was a sellers market, with a
limited number of brands, and little choice available to customers. Lack of trained
manpower, tax laws and government regulations all discouraged the growth of
organized retailing in India during that period. Lack of consumer awareness and
restrictions over entry of foreign players into the sector also contributed to the delay in
the growth of organized retailing. Foundation for organized retail in India was laid by
Kishore Biyani of Pantaloon Retails India Limited (PRIL). Following Pantaloon's
successful venture a host of Indian business giants such as Reliance, Bharti, Birla and
others are now entering into retail sector.

Retailing is the most active and attractive sector of last decade. While the retailing
industry itself has been present since ages in our country, it is only the recent past that
it has witnessed so much dynamism. The emergence of retailing in India has more to
do with the increased purchasing power of buyers, especially post-liberalization,
increase in product variety, and increase in economies of scale, with the aid of modern
supply and distributions solution.Indian retailing today is at an interesting crossroads.
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The retail sales are at the highest point in history and new technologies are improving
retail productivity. though there are many opportunities to start a new retail business,
retailers are facing numerous challenges.

A number of factors are driving India's retail market. These include: increase in the
young working population, hefty pay-packets, nuclear families in urban areas,
increasing working-women population, increase in disposable income and customer
aspiration, increase in expenditure for luxury items, and low share of organized
retailing. India's retail boom is manifested in sprawling shopping centers, multiplex-
malls and huge complexes that offer shopping, entertainment and food all under one
roof.

But there is a flip side to the boom in the retail sector. It is feared that the entry of
global business giants into organized retail would make redundant the neighbourhood
kiryana stores resulting in dislocation in traditional economic structure. Also, the growth
path for organized retail in India is not hurdle free. The taxation system still favours
small retail business. With the intrinsic complexities of retailing such as rapid price
changes, constant threat of product obsolescence and low margins there is always a
threat that the venture may turn out to be a loss making one.

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b. Growth & Present status of the industry.

Retailing is emerging as a sunrise industry in India and is presently the largest employer
after agriculture. In the year 2004, the size of Indian organized retail industry was Rs
28,000 Crore, which was only 3% of the total retailing market. Retailing in its present form
started in the latter half of 20th Century in USA and Europe and today constitutes 20% of
US GDP. It is the 3rd largest employer segment in USA. Organized retailing in India is
projected to grow at the rate of 25%-30% p.a. and is estimated to reach an astounding Rs
1,00,000 Crore by 2010. The contribution of organized retail is expected to rise from 3% to
9% by the end of the decade. The projection for the current year ie 2005 is Rs 35,000
Crore.

In India it has been found out that the top 6 cities contribute for 66% of total organized
retailing. With the metros already been exploited, the focus has now been shifted towards
the tier-II cities**. The 'retail boom', 85% of which has so far been concentrated in the
metros is beginning to percolate down to these smaller cities and towns. The contribution
of these tier-II cities to total organized retailing sales is expected to grow to 20-25%. In the
year 2004, Rs 28,000 Crore organized retail industry had Clothing, Textiles & fashion
accessories as the highest contributor (39%), where as health & beauty had a contribution
of 2%. Food & Grocery contributed to 18% whereas Pharma had a contribution of 2%.

Globally, the retail industry has grown at a brisk pace with a Compounded Annual
Growth Rate (CAGR) of 7.77% during the period 2001-2006. The growing expanse of
the top global retailers has ensured globalization of the industry; however the
opportunity for growth of organized retail is immense in countries such as India, S.
Korea, and Vietnam etc. where organized retailing is still at an ascent stage.

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The Indian retail industry has witnessed a massive transition during the last
few decades. The Indian retail has grown at a CAGR of 11.2% during the period
FY04-FY07, with food and grocery accounting for the major share. Despite the
industry being dominated by the unorganized retailers, the organised retailing
revenues have soared at a CAGR of 19.5% during the period FY04-FY07. The apparel
& footwear segment occupies the major share in the organised retail pie.

The Indian retail industry has strong linkages with the economic growth and
Development of the economy. It is primarily characterized by its hierarchical
growth structure, high working capital requirements etc. The factors such as
rising urbanization, growing consumer class, growing per capita expenditure,
greater interest evinced by the Venture capitalists / Private equity firms in
the industry etc. have been driving the growth of organised retail.

The growth of modern retailing has led to the emergence of varied formats such
as Departmental stores, Supermarkets etc. In addition, few other formats such as rural
retailing, E-retailing, luxury retailing etc. too have found favours with
the Indian retailers. Each format being distinct from the other, the viability
of their operations depends upon various factors such as average footfalls,
sales per sq.ft etc. However the numerous licensing requirements as compared to
other countries have proved to be a bottleneck in the growth of Indian
retailing.

We have identified further requirements, advantages and disadvantages associated


with the organised as well as unorganised retailing in India. On the basis of a detailed
analysis incorporating the experience of other retailing locations across the globe, We
feel that the co-existence of the organised and unorganized retailing in the Indian
context cannot be denied.

To estimate the size of the Indian retail industry and the penetration levels of
organized retail in the urban and rural Indian markets for the period FY08-FY11,
we have evolved an industry model incorporating three different scenarios i.e.
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Optimistic , Most Likely & Pessimistic. We expect that with the growing reach of
modern retailers in the rural and urban areas, the penetration level of
organized retailing would continue to grow, thereby resulting in the organised
retail growth, surpassing the growth of total Indian retail during the period
FY08-FY11.

Companies Mentioned:

* Pantaloon Retail India Ltd. (PRIL)


* Shoppers Stop Ltd.
* Vishal Retail Ltd (VRL)
* Koutons Retail India Ltd.
* Trent Ltd.

The Indian retail though largely dominated by the unorganized retailers has witnessed
a massive transition in the last decade. Of the total retail sales, the food & grocery
segment constitutes the major chunk. However in case of organised retail, the apparel
& footwear segment stands as the major contributor. With varied segments of retailing
i.e. Food & Grocery, Clothing & Footwear, Furniture & Furnishing, Jewellery,
Beverages .

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c. Future Of The Industry

India retail industry is the largest industry in India, with an employment of around 8%
and contributing to over 10% of the country's GDP. Retail industry in India is expected
to rise 25% yearly being driven by strong income growth, changing lifestyles, and
favorable demographic patterns.
It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200
billion. India retail industry is one of the fastest growing industries with revenue
expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. A
further increase of 7-8% is expected in the industry of retail in India by growth in
consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It
has further been predicted that the retailing industry in India will amount to US$ 21.5
billion by 2010 from the current size of US$ 7.5 billion. Shopping in India has witnessed
a revolution with the change in the consumer buying behavior and the whole format of
shopping also altering. Industry of retail in India which has become modern can be
seen from the fact that there are multi- stored malls, huge shopping centers, and
sprawling complexes which offer food, shopping, and entertainment all under the same
roof.

India retail industry is expanding itself most aggressively; as a result a great demand
for real estate is being created. Indian retailers preferred means of expansion is to
expand to other regions and to increase the number of their outlets in a city. It is
expected that by 2010, India may have 600 new shopping centers.

In the Indian retailing industry, food is the most dominating sector and is growing at a
rate of 9% annually. The branded food industry is trying to enter the India retail industry
and convert Indian consumers to branded food. Since at present 60% of the Indian
grocery basket consists of non- branded items.

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India retail industry is progressing well and for this to continue retailers as well as the
Indian government will have to make a combined effort.The slowdown in consumer
spending cut many retail stocks in half in 2008, but retailers have seen a surprising
rally recently. Many of the worst-performing stocks of 2008 — apparel chains,
department stores and Internet retail firms — have done best in the last several weeks.

For stock pickers , retail poses a dilemma: Based on recent data, there’s no simple
way to tell where consumer spending is headed. So, with the current outlook so
uncertain, one possible strategy for retail investors is to begin thinking very long term.

Major changes that could hit the retail industry between now and 2015.The aging of the
Baby Boom generation and coming of age of Generation Y will cause a change in
consumer demand and spending habits, the report says. Retail stores that are able to
adapt to the new consumer demographics will thrive while those unable to adjust will
fail.

To survive in the next decade, retailers must adapt to a number of changing factors:1.
The new generation of consumers contains a more tech-savvy and more diverse group
that holds different values than its parents. 2. The one-size-fits-all approach of the
mass chain store format will not be viable. Stores able to respond to individual tastes
will become dominant. 3. “The belief that bigger is better will break down—aggregation
of small will be the new big,” says the report.

The new consumer will be more intent on quality than quantity. Mass production
models will not succeed. 4. Ability to keep close contact with customers through mobile
devices will be important to maintain quality of service and product as well as receive
customer feedback.5. The still large group of Baby Boomers will remain active in the
economy. However, their demands will shift from goods to service and healthcare. 6.
Retailers may also expand in developing economies such as India and China. These
growing markets have much more room to expand along traditional modes than
developed nations. However, American companies will be “late to the game,” says the
report, and will need to compete with both European and local retailers.
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Fast and quality service and the ability to attune to individual tastes will be vital.
Retailers must completely alter their business models. Retailing will become an
industry that realizes, more and more, that it must tailor its offerings to select
customers, as opposed to the mass appeal approach of the 1980s, in order to win over
customers and foster greater customer loyalty.

That means reacting more quickly to consumer trends. Realizing a trend as it happens
will be too late, the report argues.

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CHAPTER 2 : PROFILE OF THE ORGANISATION.

2.1 : ORIGIN OF THE ORGANISATION.

The year 2007, for organised retail has begun with a bang. Birlas, who were mulling
over their entry in multi format multi brand retail for quite some time, have finally
arrived. The Rs. 40,000 crore, Aditya Birla group, through unlisted Aditya Birla Retail,
in a single stroke, has acquired a bouquet of over 172 retail stores, operating in
southern India, with predominant presence in Andhra Pradesh, under popular brand
names of Trinethra and Fabmall. While most of the group stores operate under
Trinethra brand, stores located in Karnataka and Kerala operate under Fabmall brand,
although, 50,000 sq. ft. big hypermarket in Mysore is known as Fabcity.

Trinethra, prior to this acquisition, was aggressively pursuing its plan to set up new
stores in tier II cities such as Mysore, Coimbatore and Tirupur in southern region of the
country. Trinethra, which has adopted convenience and supermarket formats, is
focused on selling food and groceries in residential areas, although some of the stores
also offer pharmaceutical products. Trinethra also offers value-added services like
forex remittances and bill payments. A typical Trinethra store ad measures around
2,500 sq.ft. in retail space. The chain of stores are serviced by an infrastructure of
central warehouses in Andhra, Karnataka, Tamilnadu and Kerala, with a space of
about 50,000 sq ft each

Aditya Birla Retail Limited re-brands its Fabmall grocery supermarkets to more., a
name reflective of its commitment to offering consumers a more fulfilling retail
experience. The re-branding follows the acquisition of the Trinethra Super Retail that
includes the retail brands Fabmall, Trinethra and FabCity by Aditya Birla Retail in
January 2007.
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The two decades old, Rs. 250 crore, 2,500 employees strong, Hyderabad based,
Trinethra group, originally was founded by Mr Anjaneyulu Kakkera.
Aditya Birla Retail Limited is the retail arm of Aditya Birla Group, a USD 28 billion
Corporation. The Company ventured into food and grocery retail sector in 2007 with
the acquisition of a south based supermarket chain. Subsequently Aditya Birla Retail
Ltd. expanded its presence across the country under the brand "more." with 2 formats
Supermarket & Hypermarket.

Supermarket

more. for you - Conveniently located in neighbourhoods, more. supermarkets cater to


the daily, weekly and monthly shopping needs of consumers. The product offerings
include a wide range of fresh fruits & vegetables, groceries, personal care, home care,
general merchandise & a basic range of apparels. Currently, there are over 600 more.
supermarkets across the country.

Hypermarket
More .MEGASTORE - is a one-stop shopping destination for the entire family. Besides
a large range of products across fruits & vegetables, groceries, FMCG products,
more.MEGASTORE also has a strong emphasis on general merchandise, apparels &
CDIT.

Currently, two hypermarkets operate under the brand more.MEGASTORE in Mysore


and Vadodara.

Own label Food Brands


more., Feasters, Kitchen's Promise, and Best of India

Home & Personal care brands

more., Enriche, 110%, Pestex, Paradise, and Germex

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With a vision is to be among the leading retail players in India, Aditya Birla Retail
launched its first supermarket, more. for you in May, 2007. Since its launch, the more.
for you has an aggressive roll out, reaching a total count of over 600 stores across
India today.

more. for you is your neighborhood supermarket which takes care of your everyday
household needs and more. Spread across a wide range of products of food 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. for you provide a one stop solution for your grocery shopping needs.
Also in store are essentials such as, innerwear, kids essentials, and a pharmacy,
bakery and a mobile store. With a range of over 4,000 products, we are able to fulfill
your daily shopping needs all under one roof, at a convenient location close to you.

The more. for you 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. for you we offer branded food and grocery
products sourced from the leading brands from all over India, along with private label
brands from our own portfolio - available in a broad selection for you, always giving you
the best possible value for your money.

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2.2 :GROWTH AND DEVELOPMENT OF ORGANISATION

.With the opening of first store in Pune and announcing its retail plans, the Aditya Birla
Group has finally joined the crowded retail space. And from the voices in the media, its
not far when the group has a pan-India retail presence.

Organised retailing is just 3% of total retail market but still a debatable point whether
the Birlas are an early or a late entrant. Since Pantaloons, Spencers, Subhiksha and
Reliance have already set up a good base, ‘More’ stores may find hard to invade the
territory which these stores have already captured in their respective locations.

But even then, key factors which may influence the buying pattern of consumers hinge
on convenience in terms of distance from home, pricing and giving the right product-
mix catering to different social and economic class. Since, organised retail has thin
margins and high costs of around 15% to the revenues (as compared to 5-6% of local
grocery stores), retail companies should promote more their in-house brands which
have a higher mark up.

Aditya Birla ‘More’ strategy to offer budget and high value private labels under ‘More
for you’ and ‘Select’ seems to be like successful UK’s Tesco model of having separate
labels with separate quality and prices for the same product category.

Till Bharti- Walmart enters the market, the key competitor for ‘More’ shall be Reliance
Retail as they have similar store formats and product offerings. But the real tough part
will be when these two companies launch their hypermarkets, in which Pantaloon’s Big
Bazaar still rules the space in terms of nationwide presence , and then differentiation
would play a key role.

But like telecom, when the markets get mature, there are not many differentiating
factors in terms of pricing and service quality, similarly once few big players get
established in retail market, each one would carve a separate niche of their own with
their own sets of customers and markets.

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2.3 : PRESENT STATUS OF THE ORGANISATION

ADITYA BIRLA RETAIL LTD is having 650 MORE store all over INDIA . Pune was the
first place where first store was opened.350 stores are in SOUTH and 300 are in REST
OF INDIA. Karnataka is having 104 stores in which BANGALORE is having 64 stores.

.more. for you is committed to deliver quality & value to our 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. Our
premium products give you 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 our private label brands received the coveted "The Most Admired Private
Label" Golden Spoon award at the Food Forum India.

more. for you offer a wide range of assortment of over 4000 products, ranging from
fresh food to beverages, grocery to household care products. There range covers
everything, from day-to-day essentials to traditional favorites, from delicious treats, to
healthy alternatives.

To ensure the freshest supply of fruits and vegetables for you, they have built direct
linkages with the farmers for daily supplies of farm fresh produce.

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Our stores are 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 shopping experience more rewarding with them, at more. for
you they offer a membership program Clubmore. which reinforces our 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.

FUTURE PLANS OF THE ORGANISATION

After acquiring south based Trinethra and plans to buy Pyramid Retail, the Aditya Birla
group doesn’t want itself to be left behind in the race for getting their pie in the
organised retail market. Instead of tying with Tesco, Carrefour, Woolworth, they have
decided to go all alone.

They plan to open 172 hypermarkets and supermarkets starting from Pune. While
Subhiksha is mainly into neighbourhood stores, Future Group has a strategy of having
single brand outlets to multi-brand seamless malls, similarly Reliance Retail has started
with Fresh stores and Reliance Digital to be followed by opening up of hypermarkets
and specialised stores.

Birla’s business style is perceived to be a little conservative, and they are investing Rs.
9,000 crores in this venture which will enable it to establish a pan-India footprint. The
retail venture would be aided by the group’s companies like Madura Garments (a key
component of retail sales), IDEA cellular (for technical and communication
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requirements of stores), financial services (for providing consumer loans on its goods).

Organised retail sector’s growth is expected to be rapid, thus making it a valid and
natural choice for AVB group to diversify in this sector. But, competition and late entry
may somewhat derail the company’s retail growth rate to the overall industry rate.

The sector may also face hurdles as owing to non-clarity of FDI in retail, foreign chains
have postponed their plans of entry into India.

"Our Mission is to Change the Way People Shop. We Will Give Them More."

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2.4 : FUNCTIONAL DEPARTMENT OF THE ORGANISATION

o HR AND TRAINING
o PROJECT AND BUSINESS DEVELOPMENT
o COMMERCIAL AND ACCOUNTS
o ADMINISTRATION
o IT
o LEGAL
o LOSS PREVENTION AND RISK MANAGEMENT
o MARKETING
o SUPPLY CHAIN

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2.5: Organizational Structure & Organizational Chart

ORGANIZATIONAL STRUCTURE :-

• CHAIRMAN
• CEO
• SUPERMARKET
• HYPERMARKET
• 4 REGIONAL HEADS
• 2 ZONAL HEADS
• 2 TERRITORY MANAGERS
• 10 CLUSTOR MANAGERS
• STORE MANAGERS
• SUPERVISOR
• ASSISTANT SUPERVISOR
• CSA

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ORGANIZATIONAL CHART

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2.6 : Product & Service profile of the organization.

At more. for you we are committed to deliver quality & value to our 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.
Our premium products give you 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 our private label brands received the coveted "The Most Admired Private
Label" Golden Spoon award at the Food Forum India. We offer a wide range of
assortment of over 4000 products, ranging from fresh food to beverages, grocery to
household care products. Our range covers everything, from day-to-day essentials to
traditional favorites, from delicious treats, to healthy alternatives.
To ensure the freshest supply of fruits and vegetables for you, we have built direct
linkage with the farmers.

MORE provide some private labels also,

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Own label Food Brands
o more.,
o Feasters.
o Kitchen's Promise
o and Best of India

Following is the range of products offered by MORE stores to its customers. There are
various products and services offered by MORE supermarket and hypermarket.

SUPERMARKET

Bakery * Home Needs & Home Upkeep


Beauty Concepts * Home Decor Products
Beverages Mobile Store *
Basic Apparels Personal Care & Cosmetics
Cutlery & Cookware Processed Food
Fruits & Vegetables Pharmacy *
Frozen & Dairy Products Ready to Cook/Prepared Food
FMCG Products Small White Appliances *
Grocery Staples
General Merchandise Stationery
Home Care Products Women's Accessories

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HYPERMARKET

Apparels - Men/ Women Infant & Children's Apparels


Audio & Video (A & V) Information Technology Products
Bakery Large White Appliances
Beverages Luggage
Books and Audio & Video Mobile Phone & Accessories
Computer & Accessories Personal Care & Cosmetics
Do it yourself Processed Food
Auto Accessories Ready to Cook/Prepared Food
Electronics Small White Appliances
FMCG Products Sporting Goods
Footwear Staples
Frozen & Dairy Products Stationery
Fruits & Vegetables Sun Glasses & Fine Jewellery
Furniture Two Wheelers
General Merchandise Toys
Home Care Products
Home Decor Products
Home Needs & Home Upkeep

Services
For your additional benefit, Consumer Finance on electronics products such as: Audio
& Video and Large White Appliance are available at more.MEGASTORE

Friendly Return & Exchange Policy.


Hassle free Return & Exchange policy at more MEGASTORE.
In case you change your mind, we at more. MEGASTORE would be pleased to
exchange the same for you - no questions asked, as long as it is in its original
packaging and accompanied by its invoice.
RAMAIAH INSTITUTEOF MANGEMENT STUDIES 27
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In case, an exchange is not required, you will be issued a gift card equal to the billed
value, which can be utilized within the store as per your convenience.

Pick the perfect gift with - more. MEGASTORE Gift Card smart, practical, and truly
appreciated. Our gift cards are always the perfect gift which can be used at the more
MEGASTORE by the recipient to purchase any gift of his/her choice any time.

Our Gift Cards easily available at the Customer Support Help Desk located at more.
MEGASTORE

2.7 : Market Profile of the organization.

Birla group instead of setting up its own retail outlets apart from their own Madhura
garment outlets, are trying to enter into the retail business by acquiring already
established retail chains. The company is mainly concentrating to establish its foot in
Southern India than competing with others in most affluent metro and northern regions.

To start with Birla group acquired Trinethra Super Retail chain that mainly operated in
Andhra Pradesh with some presence in Kerala and Karnataka. Trinethra started retail
business much before anyone could imagine the growth of the sector as it is today.
Trinethra started in way back 1986 in the twin cities of Hyderabad-Secunderabad had
revenues of Rs 250 crores from its 172 stores which are mostly the size of Reliance
Fresh groceries stores [2,500 sft - 3,000 sft]. Apart from its grocery retail chain,
Trinethra has also brought online shopping portal Fabmall to the fold of AV Birla group.

Birla’s acquiring march does not stop here. The company is planning to acquire
Piramid Retail and Niligiris. The latter will give Birla Retail, pan south-India presence.
They are also planning to open 172 hypermarkets and supermarkets starting from
Pune.

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Apart from operating two hypermarket stores under the umbrella brand name of “More..
for you” at Mysore and Vadodara, the retail arm of the group operates around 670
supermaket format, neighbourhood food, grocery, and general merchandise, stores
across the country. These stores include the erstwhile stores of Trinethra retail chain,
which after the acquisition were also rechristened as ‘More’ stores.

More, under the stewardship of its new CEO Thomas Varghese, an old Birla hand, who
was roped in after the Sumant Sinha, has taken several initiatives to revamp the
operations of the loss making chain. Some of the initiatives include: Close some of the
non performing stores. Take a re-look at the design, positioning and merchandise
offered by the retail chain. Focus more on large sized stores. The retailer will set
up hypermarts of 30,000 to 40,000 sq. ft. spce each. Aggressively expanding the retail
network; add 200 Supermarket stores and 12 Hypermart stores in 2009-
10.Renegotiation of property rentals for almost all leased properties with their
landlords. The rents in some cases have come down by 30 to 40 percent. Introduction
of private labels, mostly in fast moving consumer products category, to increase share
of private labels to 40 per cent in the next 4 to 5 years.

Look for earning rent from ’shop-in-shop’ opportunities. Recently, ‘Dial for Health’
wellness retail chain owned by Zydus group has inked an agreement to set up such
outlets in Gujarat and Maharashtra.

Look for a financial partner. “We are not looking at a strategic partner. We will be
happy to have a financial partner. We have received lots of preliminary interest from
investors. We would be open to this idea,” said Kumar Mangalam Birla. Some private
equity firms like Warburg Pincus are believed to have shown interest equity stake in
the company.

Aditya Birla group, incidentally, also operates 340 apparel stores across the country of
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brands like Louis Phillippe, Van Heusen, Allen Solly and Esprit in the lifestyle and
value fashion segments. These stores are operated by Madura Garments Lifestyle &
Retail and Peter England Fashions & Retail, which are part the group’s flagship
company Aditya Birla Nuvo. The garments business, which clocked Q4 turnover of
273.3 crore (2008-09) and a nett loss of Rs. 82.2 crore during the quarter, has also
embarked on several measures to stem the rot, including closure of 30 stores that will
save around Rs 100 crore a year.

CHAPTER 3: DISCUSSION ON TRAINING.

3.1 : STUDENTS WORK PROFILE (ROLE & RESPONSIBLITIES)

• Ensure self and staff grooming.

• Smooth store operations.

• Store presentation including house keeping and security.

• Customer service and complaint handling.

• Generating day end reports and MIS reports.

• Briefing staff about daily do’s and don’t’s and target achievement.

• Coordination for stocks and global count.

• Training of cashiers and associates.

• Allocation of resources (staff) in a shift.


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• Tender reconciliation at the end of day.

• Increase sales revenue through promotions, mark downs, loyalty program.

• Managing of cash pick ups.

• Achieve and exceed sales target.

3.2 : DESCRIPTION OF LIVE EXPERIENCE

• It is better opportunity to work under such prestigious organization because it is helpful


for me to learn new things regarding Industry, Market, organization and culture.

• It is the best way to know many things like Meeting Different types of customers and
handling their queries and problems.

• Handling the store with less staff sometimes.

• Maintaining petty cash and MIS reports.

• Making store more attractive and giving a good experience to customers for shopping.

• Retaining the customers.

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• Learning different things like how to coordinate with team members and management.

• Learning many things regarding planning and implementation.

• Learning how to maintain balance in personal and professional life.

• Learning about competitor’s strategies.

• Learning how to communicate with dealers and customers.

• Making proper indent of F & V and DSP vendors so that no excess or less stock is
there which will result in loss.

• Disaster management.

• Providing better service to the management as well as customers.

• Creating brand awareness between the customers specially about private labels.

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CHAPTER 4: STUDY OF SELECTED PROBLEM

4.1 : STATEMENT OF RESEARCH PROBLEM

The size of the retail industry for the consumers is indeed large. The market for food
and non food items is large , As this is the only industry which ensure a promising
growth even at the time of recession . There is scope for increasing MORE’s presence
and the reasons for the dismal performance will be looked into.

Once the selection and definition of the problem have been accomplished, the
derivation of the hypothesis is the most important step in the research process. The
hypothesis is a powerful tool in research process to achieve dependable knowledge. It
helps the researcher to relate theory to observation and observation to theory.

The null hypothesis of the present study is," The MORE stores are not able to control
their shrinkage especially in Bangalore market "

4.2 : Statement of research objectives


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The use of research is reasonably widespread. The implications may be listed as
follows:

• To ascertain the position of a store in the region.


• To provides a birds eye-view of the retail industry as a whole.
• Comparison of shrinkage reports of more stores

A statement of research objective should describe what would be achieved by carrying


out the research. These objectives should meet the business requirements covered in
the analysis stage.

It is important to distinguish between the information needed to meet the objective and
the objective itself. The objective is a statement of an intention to provide data relevant
to a marketing problem, but in itself it does not indicate what the research must find
out. The research project is constrained by time, and it is but natural that some
compromises will have to be made in the depth and breadth of the information we
propose to cover.

4.3 : RESEARCH DESIGN AND METHODOLOGY

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Research And Decision Making:

Research is the process of collection, analysis and interpretation of information.


Decision-making is an important aspect of retail management. While some of the
decisions have short-term consequences, others affect the long-term prospects of the
business. Whatever the nature of decisions taken, a common thread is the need for
information. In carrying out analysis, planning, implementation, and control. STORE
MANAGERS need information at almost every time. They need information about
customers, competitors, dealers, there own performance ,the prons and cons of there
stores ,the opportunities and other forces in the market place. This is where research
has a great role to play.

Research specifies the information needed to address various issues, designs the
method for collecting information, manages and implements the data-collection
process, analyzes the results, and communicates the findings and their implications.

Some common decision areas where research can help are as follows:

Questionnaire Is Prepared According To That.

Opportunities:

WHAT QUANTITY OF PRODUCT SHOULD BE KEPT?

HOW MUCH SHOULD WE INDENT?

Evaluation:

CAN WE INCREASE THE SALES?

CAN WE PROPERLY HANDLE VARIOUS PRODUCTS?

Problem Solving:

HOW CAN WE REDUCE THE WASTAGE?


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HOW CAN WE INCREASE THE SALES?

Description of Research Design: Fundamental to the success of any formal marketing


research project is sound research design. A good research design has the following
characteristic viz., problem definition, specific methods of data collection and analysis
of , time required for research project and the estimate of expenses to be incurred. A
research design is purely and simply the frame work or plan for a study that guides the
collection and analysis of data. It is a blue print that is followed in completing a study.

• The study must be relevant to the problem.

• The study must employ economical procedures.

Three important points about research design are:

The design of investigation should stem from the problem.

Whether the designs are productive in a given problem setting depends on how
imaginatively they are applied. An understanding of the basic design is needed so that
they can be modified to suit specific purpose.

 A RESEARCH PLAN

The another step of the marketing research process calls for determining the
information needed, and developing a plan for gathering it efficiently. The elements of a
research plan are as follows:

Analysis of the requirement for research:

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• Give some context - the business's involvement in the subject of the research.

• Briefly describe any past events that led unto the present situation.

• State what the present situation is and how this fits in with wider business
goals.

• Outline business options that are available.

The purpose of this research is to delve deep into the problems in the Marketing..

Stating the research objective

A statement of research objective should describe what would be achieved by carrying


out the research. These objectives should meet the business requirements covered in
the analysis stage.

Our research objective is to study the shrinkage reports of more stores.

Information Needed To Meet The Objective

It is important to distinguish between the information needed to meet the objective and
the objective itself. The objective is a statement of an intention to provide data relevant
to a marketing problem, but in itself it does not indicate what the research must find
out. The research project is constrained by both time and costs, and it is but natural
that some compromises will have to be made in the depth and breadth of the
information we propose to cover.

Research Methods

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This element of the plan describes how the work will be carried out. The sources of
research information are conveniently classified as either primary or secondary. An
understanding of what can be obtained through desk research, how to plan fieldwork,
the role of questionnaires and how to use them in interviewing is all needed in before
research methods of a plan can be written.

Face-to-face interviews

Considerable time is spent on traveling. If the respondents are scattered it may prove
too costly. If the respondents are geographically concentrated and easily accessible,
then this type of interviewing is beneficial.

In this study the interviewing was face to face at the respondent's work place.

Selection of Appropriate Fieldwork Method:

We now consider when and why to use one fieldwork method rather than another.

A number of factors are relevant and in a study it may be necessary to make a


compromise to resolve conflicting requirements.

1. Information:

Nature of information to be sought is the most important factor to be considered.


Quantitative data usually requires the collection of standardized data from a reliable
and representative sample. Either face to face or telephonic interviews can be
considered. Attitude measurement using scales is a type of quantitative data, often
based on a large number of interviews.

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For collecting qualitative data, in-depth interviews or group discussions are advisable.
However it is worth considering other methods of data.

Collection, especially when both qualitative and quantitative data are to be collected
from the same respondent. For qualitative data, open-ended questions are a
comfortable alternative.

2. Respondents:

The nature and location of respondents may affect selection of the fieldwork method.
For respondent group with low level of literacy, postal surveys cannot be used. Street
interviewing is not advisable for elderly or working class people.

3. Interviewing Requirements:

Special requirements may favor or rule out a particular field work approach. Likewise
when a product has to be shown or tested, then a hall is required unless a home
placement is more appropriate.

4. Resources:

This is concerned with practical constraints and they may result in compromises on
either method or fieldwork used or on sampling procedure. The ideal research method
may not be feasible owing to the affordability criterion.

CHOOSING THE RESPONDENT

In case of business research, who should be interviewed has to be given much


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thought. The respondents must be in a position to give factual data to arrive at the
prevailing market situations. The respondents must have first hand knowledge of the
sanitary ware markets and the present scenario.

QUESTIONNAIRE DESIGN

Preparing questionnaires or observational forms is one significant step in research that


may be done properly by watching for the many pitfalls and following an orderly
procedure. The neophyte in this work should be warned, though, that no questionnaire
has been perfect and that an adequate one requires painstaking effort.

Types of Questions

A. CLOSED-END QUESTIONS

Name Description

A question offering two answer choices

Multiple choice:- A question offering three or more answer choices.

B. OPEN- END QUESTIONS

Name Description

Completely Unstructured A question that a respondent can answer in an

almost unlimited number of ways.

Sentence completion Incomplete sentences are presented and the

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Respondents are asked to complete it.

GENERAL PRINCIPLES OF QUESTIONNAIRE DESIGN:

1. Keeping the objectives in mind

Every survey has a purpose, which is defined on paper, and the objectives spelt out.
The first step in questionnaire design is, therefore, to write down the objectives of the
survey and then list the key subject areas where information is required. Then assign
an order of priority to each subject.

2. Drafting the Questions

Ask the following questions

Will the question be understood in the way that I intended?

How many different ways could this question be interpreted?

Is this question likely to annoy or offend?

Is there a better way of asking the questions?

3. Pitfalls to avoid in the designing of Questionnaire

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Avoid lengthy questionnaires. Make it short and sweet. Nobody likes a time consuming
endeavor and the responses may suffer.

Avoid long or complicated questions. Make the language simple and easy to
understand. Incorporate only one idea or instruction per questionnaire.

Avoid unreasonable questions. The respondent should not be forced into guesswork.

Avoid 'loaded' questions. Loaded questions are biased and may elicit inaccurate
responses.

4. Fine tuning the questionnaire

Once the draft copy is prepared, revise it for corrections keeping in mind the features of
a good questionnaire and by steering clear of the pitfalls in questionnaire design. The
order of questions is adjusted to enhance the flow and ambiguous questions are
removed. A test or dummy run of the questionnaire is advisable and it can be timed to
arrive at the average time required to finish the questionnaire.

Fine-tuning of the questionnaire will flush out the weaknesses in the questionnaire in
terms of the meaning of questions or length of questionnaire or its flow.

DESCRIPTION OF RESEARCH DESIGN OF THIS STUDY

The research design is the major blue print according to which the result is to be
conducted. The research design specifies the methods of data collection and data
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analysis.

In the preliminary phase exploratory research was conducted to obtain a proper


definition of the problem at hand. It helped in formulating the hypothesis for further
research. The study also makes use of descriptive research in order to analyze the
problem and come up with solutions.

Sources of data included both internal as well as external. Primary data was collected
using questionnaires and by fixing interview schedules at the respondent's work place.
Secondary data was collected from magazines, journals, textbooks, newspapers,
Internet web sites etc.

METHODOLOGICAL ASSUMPTIONS AND LIMITATIONS

ASSUMPTIONS

Data was collected from the customers by using both the questionnaire method and
the observation method

LIMITATIONS

Due to time and constraints the sample size is limited and probably not enough.

Due to the large market and dispersed market players, the attention devoted to each
player may not be sufficient.

The data gathered may be biased in favor of the respondents.

The data is mainly collected from dealers . dealers are dealing in some particular
brand. So their responses may be biased.

It is hoped that the sample size portrays the true picture.

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Selecting a survey technique

• The major factors involved in selecting a survey technique are

• Cost of collecting the data

• Speed of getting desired response

• Accuracy of the data

4.5 : ANALYSIS OF DATA

TYPES OF DATA

PRIMARY DATA :- It refer to that data which is used in its raw form.

For example in our case the SHRINKAGE reports collected from various stores is the

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primary data.

SECONDARY DATA :- It refers to the information which is collected from the other
sources.it can also be defined as the filtered primary data.

For example in our case the information obtained from the store managers of the
various stores is the secondary data.

Classification of Data

Classification is arranging the data according to points of similarities and dissimilarities.


The common types of classification are quantitative, geographical and chronological.
The objectives are:

1. To prepare data in to homogeneous groups.


2. To prepare data to be presented in tabular form
3. To condense the mass of data in such a way that its salient features are
highlighted.

SHRINKAGE REPORT OF BEL STORE AS ON 20.03.09

SALES
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AS ON 20.03.09 (in Rs.) AS ON 31.06.09 (in Rs.)
NON F & V 2,36,723 34,17,105
F&V 6,46,255 7,70,881
TOTAL 30,15,978 41,87,987

The above given graph shows the sales of NEW BEL ROAD store which was the base
for the calculation of shrinkage of two consecutive months.for the purpose of
calculating shrinkage of the particular store the sales of that store is taken into
consideration both quantity and value wise. A fter the caculation of sales some
adjustments are made and the result is in the form of shrinkage of that particular store.
Following graph shows the shrinkage value of two consecutive time period.

SHRINKAGE VALUE
AS ON 20.03.09 ( in Rs.) AS ON 31.06.09 ( in Rs.)
NON F & V 53,462 1,37,710
F&V 10,164 41,921
TOTAL 63,626 1,79,631

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With the help of the above given data shrinkage percentage is calculated. Therefore
the

Shrinkage percentage of the store is shown in the form of a pie chart

SHRINKAGE PERCENTAGE
AS ON 20.03.09 AS ON 31.06.09
NON F & V 2.26 4.03
F&V 1.57 5.44
TOTAL 2.11 4.29

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As we can see that the overall sales of the store as on 20.03.09 was 30,15,978 Rs.
having a shrinkage value of 63,626 Rs. which resulted in the shrinkage percentage of
almost 2.11 %. Where as if we see the sales as on 31.06.09 it has increased to
41,87,987 Rs. but along with the increase in the shrinkage value of 1,79,631 Rs.
resulting in the shrinkage percentage of 4.29%.The above given pie chart shows that
the main factor for the increase in the shrinkage percentage was contributed by F & V.

We should also know that idle shrinkage percentage is 1 %.

NEW BEL ROAD being the second largest store in BANGALORE have so much
shrinkage but a smaller store also faces the problem of high shrinkage. For example
we can analyse the shrinkage report of HESSARGHATA store in BANGALORE.

SALES
AS ON 08.06.09
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NON F & V 14,94,756( in Rs.)
F&V 1,33,452 ( in Rs.)
TOTAL 16,28,208 ( in Rs.)

SHRINKAGE VALUE
AS ON 08.06.09
NON F & V 40,482 ( in Rs.)
F&V 9,236 ( in Rs.)
TOTAL 49,718 ( in Rs.)

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SHRINKAGE PERCENTAGE
AS ON 08.06.09
NON F & V 2.71
F&V 6.92
TOTAL 3.05

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As the above given pie chart shows that the maximum shrinkage is contributed by F &
V ie; fruits and vegetables .as these stocks are perishable. There shelf life is not so
long therefore they need proper indent and efficient handling .If not properly handled it
can result in high shrinkage as seen above by the way of graphs and pie charts.

NEW BEL ROAD is the second largest store in BANGALORE ,so its obvious that the
profit or losses in the store will be high because of its high capacity of storage, .but still
HESSARGHATA is one of the store which represents the other existing MORE stores
in BANGALORE, which is also facing the problem of high shrinkage. The latest
shrinkage audit shows that there is not much difference in the shrinkage of the two
stores. We are just trying to see that in a big store like NEW BEL ROAD and an
average store like HESSARGHATA , why there is not much difference.

As we can see that the overall sales of the store as on 20.03.09 was 30,15,978 Rs.
having a shrinkage value of 63,626 Rs. which resulted in the shrinkage percentage of
almost 2.11 %.where as if we see the sales as on 31.06.09 it has increased to
41,87,987 Rs. but along with the increase in the shrinkage value of 179631 resulting in
the shrinkage percentage of 4.29%.The above given pie chart shows that the main
factor for the increase in the shrinkage percentage was contributed by F & V .

Now if we come to the shrinkage report of HESSARGHTTA store here also we can see
that total sales is 16,28,208 Rs. and the shrinkage value is 49,718 Rs. which is
resulting in the shrinkage percentage of 3.05% which is comparatively

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.

CHAPTER 5 : SUMMARY AND CONCLUSIONS.

5.1 : Summary of learning Experience

When I joined ADITYA BIRLA RETAIL (MORE) . as a Management trainee,


that time I really didn’t knew about retail . At the initial stage it was not clear in my
mind that what is retail all about but gradually I came to know that retail is not only
buying in bulk and selling it in small units but it consists of all the things like HR,
MARKETING, OPERATIONS etc .Here I can find growth of myself as an individual and
as an employee also. I have learned here how to allocate the resources (staff),
managing the human resources, handling various types of customers, how to react on
the situations which are not planned or expected? One thing I noticed that we can
get then and there results of whatever we planned and applied in the store . Our
organization’s values also state the same thing. (INTEGRITY, PASSION,
COMMITMENT, SPEED , SEAMLESSNESS) . I have also learned that no work is
too small or too big, it’s always how we perceive the task. I even had an
experience in cashing which gave me a good learning experience and also helping the
cashier if they had any problem.

Following are some of the things which I don’t know before joining MORE but now after
working in the store I came to know:-

1. I have learned how to present your self in front of customer.

2. I have also learned the procedures for opening and closing the stores which
was a rare experience.
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3. I am able to handle customer’s complaints and service.

4. It helped me in improving my communication skill.

5. I have also solved grievances faced by our own staff by listening to them and
doing whatever best I can.

6. I am able to understand consumer buying behavior and their way of thinking.

7. I am able to take prompt decisions and how to handle the situation.

8. I have learned how to implement my ideas in the store so that it can help me in
the improvement of the store.

9. I have experienced various types of people with different behaviors, which is


beneficial for me in many ways.

10. Knowing the customers so closely helped me in learning about the customers
behavior and implementing the strategies thereof.

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5.2 : CONCLUSION AND RECOMMENDATIONS.

Conclusion:

Through my Project and job responsibilities I handled in the organization I concluded


that the store should concentrate more on the F & V (fruits and vegetables) section .As
it is perishable in nature and has a short shelf life , it require more concentration . Store
should take care of indent because proper indent can solve half of the problem and the
rest can be handled by following various practices like reducing wastage by the means
of proper handling of F&V (fruits and vegetables). Which includes treatment of green
vegetables, proper cleaning etc. and last but not the least by increasing the sales not
only of F&V But also for other products which is only possible by retaining our
customers by the way of providing them good and hygienic products and satisfactory
services.

This is totally based on my own perception that I have provided by the organization and
market conditions.

Recommendations:

My recommendations on SHRINKAGE are

1. There should be more emphasis on increasing the volume of sales.


2. Reduction in the wastage of various products specially F & V (fruits and
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vegetables)
3. Avoiding excess storage in the store in order to reduce the overall shrinkage.
4. Ensuring the proper updation of the data in the systems and files as well.
5. Most important indenting properly .both the F & V and NON F & V items as
wrong indenting of F & V items will lead to wastage which will result in shrinkage and
NON F & V items leads to the addition in loss.
6. Proper handling of the stocks in the store.
7. Having the accurate knowledge of the stocks available in the store in order to
reduce the excess stock.
8. Regular checking of the stocks so that correct amount can be indent.

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APPENDIX

Questionnaire:

Q1.WHAT IS SHRINKAGE?

Q2.WHY IT IS CONSIDERED AS AN UNACCOUNTED LOSS?

Q3.WHAT WAS THE SHRINKAGE PERCENTAGE OF THE STORE THIS TIME?

Q4.WHICH SECTION CONTRIBUTED THE MOST IN THE SHRINKAGE?

Q5.WHY EVERYTIME F& V IS HAVING THE HIGHER SHRINKAGE VALUE WHICH


RESULT IN OVERALL HIGH SHRINKAGE PERCENTAGE?

Q6.WHAT ARE THE MEASURES TAKEN BY THE STORE IN ORDER TO


DECREASE THE SHRINKAGE?

Q7.IS THE STRATEGY ADOPTED IS HELPFUL?

Q8. ARE THE PRACTICES MENTIONED BY COMPANY IN RELATION TO F& V ARE


FOLLOWED?

Q9.IS THERE ANY OTHER PROBLEM FACED BY THE STORE WHICH EFFECTS
THE SHRINKAGE VALUE?

Q10.WHAT ABOUT THE SALES ,IS IT UPTO THE MARK ?

Q11.IF NOT ,ITS POSSIBLE THAT WE ARE NOT ABLE TO REACH OUR
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CUSTOMERS, IS THERE ANY NEED OF IMPROVEMENT IN THE MARKETING
STRATEGY.

Q12.WHAT ARE THE STRATEGY OF THE STORE TO CONTROL THE


SHRINKAGE?

BIBLIOGRAPHY

SOURCES OF DATA

1.RETAIL MANAGEMENT

BY S.G SHARMA

2.INTERNET SITES :-

 WWW.GOOGLE .COM
 WWW.INFO.COM
 WWW.MORESTORE.COM

3.DOCUMENTS COLLECTED FROM STORES AND ZONAL OFFICE.

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