Modern Retail Formate

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MODERN RETAIL FORMATS
A Detailed study of the Marketing Mix
And the sourcing Strategies of Subhiksha Retail Outlet

DISSERTATION

SUBMITTED BY: FACULTY GUIDE: RAJAT SINGH MR. SATPAL SINGH
MBA-MKT (2010-2012)
Roll No. : 291562

ACKNOWLEDGEMENT

Completion of any project depends upon the co-operation, co-ordination & combined efforts of several resources of knowledge, energy & time. Therefore, I approach this opportunity though these lines typing my best to give full credits. I am also highly thankful to the staff of Subhiksha’s retail outlets and Mr. Vivek Upadhya (Revenue Head) Of Subhiksha for providing the relevant information without which the project would be difficult to complete. I felt great pleasure in expressing my deep sense of gratitude to our guide Mr. Aditya Gupta sir who has provided me with an excellent guidance & general interest resulted to make this project a current success. I would like to thank all the faculty members of AIBS, who directly or indirectly helped me to complete this project.

Table of content
Subject Page No.

1. Executive Summary………………………………………4 2. Research Methodology
* Objective of the study……………………………….…6 * Research Design………………………………….…….6 * Primary Objective(s)………….......................................7 * Scope of the Study…………………………………......7

3. Critical Review of Literature………………………………8 * The Subhiksha Promise………………………………...9 4. Company background…………………………………….11 5. Industry Profile……………………………………………16 6. Findings…………………………………………………...19 * Positioning……………………………..………………20 * Merchandising……………………………..…………..20 * Categorization of products………..................................22 * Pricing………………………………………………….24 * Promotion………………………………………………24 * Unique aspect…………………………………………..25 * New markets……………………………………...…….26 * Penetration……………………………………………...26 * Inventory& logistics……………………………………27 * Order placement………………………………………..27 * Coverage area……………………..................................30 * Suppliers………………………………………………..31

7. Data analysis & conclusion………………………………...33 * Subhiksha’s brand v/s its Competitors………………….34 * Brand Analysis……………………………………………36 8. Recommendations……………………………………………39 * Size of outlet

* Availability of household items
* Pharmacy requires more concentration
* Ensure Fresh vegetables and fruits
* Ensure efficient running of current employed techniques

9. Bibliography…………………………………………………..41
10. Annexure………………………………………………………43

EXECUTIVE SUMMARY

Retail industry is one of the booming sectors in the economy with exploding growth rate of 40% which is really good news for business houses in India. The most important thing to consider is that only 2% of the market is organized and rest has enormous potential. The purchasing power parity is also growing significantly of rural India and middle class urban population so the show is yet to begin. Many players including very renowned business houses are venturing in to this like Reliance, Big Bazar, Vishal mega-mart, Spencer’s daily and Subhiksha. All of them are trying to capture the attention of customers by offering new money saving and discounting policies all of them competing against the huge unorganized market, local shops and amongst themselves.

Here in this project we study and analyze the current market taking Subhiksha retail stores in focus. It’s an attempt to know how these big business houses are planning to penetrate in to Indian markets that consists of customers with different income, buying pattern, preferences and demography. The data collected by interviewing employees and managers of Subhiksha to know how stores are run, managed, maintained, promoted and...
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