Dept - of Business Management

DISSERTATION PROJECT REPORT ON
“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A

COMPARATIVE STUDY”
Submitted in partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

2014-2016
Under The Guidance Of- Submitted By-
Dr.Adeel Maqbool Amaan Khan, MBA- IV Sem
(ASSOCIATE PROF.) (Integral University, Lucknow)
DEPT.OF BUSINESS MANAGEMENT
Department of Business Management
Faculty of Management & Research
INTEGRAL UNIVERSITY, KURSI ROAD, LUCKNOW

“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A COMPARATIVE STUDY”
2.Declaration
I hereby declare that study of

“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :-
A COMPARATIVE STUDY” has been exclusively done by me for the degree
of MASTER OF BUSINESS ADMINISTRATION and not for any other
degree.this is my own study done under the guidance of DR.ADEEL
MAQBOOL (ASSOCIATE PROF.) INTEGRAL UNIVERSITY,LUCKNOW.
I hereby declare that

the contents of this report are true and best to my knowledge.
AMAAN KHAN
(1400101151)
2
3. ACKNOWLEDGEMENT
A research studies cannot be completed without the guidance, inspiration and cooperation
from the various quarter. This study also is the imprints of many persons.
I would like to express my

gratitude to Dr.Adeel Maqbool, my project guide for his kind mentorship and guidance in
assisting me with my project. His academic inputs provided me insights that were
invaluable for completing this project.
I wish to express my deep gratitude and sincere thanks to “V-MART and VISHAL MEGA
MART ” for providing me their precious time to collect various kinds of information.
AMAAN KHAN
(1400101151)
3
4. EXECUTIVE SUMMARY
V-MART is a chain of shopping malls in India. V-MART are one of the pioneers in setting
up stores across various small Indian towns and cities including
Sultanpur,Ujjain.Faizabad.V-MART primarily operate in Tier-II and Tier-III cities, with a
chain of “value retail” departmental stores offering apparels, general merchandise and
kirana, catering to the entire family.
V-MART have established stores in Metro, Tier-I, Tier-II and Tier-III

cities which are primarily located as standalone stores in high-street areas and shopping
hubs of such cities. The average size of our store is approximately 8,000 Sq. Ft. V-MART
follows the concept of “value retailing” to target the strata of the population belonging to
the expanding “aspiring class” and “middle class” based on our customer’s socio-
economic conditions, purchasing power, demographic details and customer trends.
Vishal Mega Mart is India’s largest Fashion-led

hypermarket chain with a footprint of over 175 stores, cumulative trading area in excess of
3 million square feet, in over 110 cities and towns across India.Vishal is sharply focused at
the needs of consumers in Apparel, General Merchandise, Grocery and Personal Care in
Tier-1, Tier-2 and Tier-3 cities and towns and is dedicated to offer the best value and
choice to its millions of customers.
The title of the project is “ MARKETING STRATEGY OF V-MART AND VISHAL

MEGA MART :- A COMPARATIVE STUDY”. The purpose of the study is how V-MART
and Vishal Mega Mart adapt and implement the different marketing strategies according
to the customer preference keeping in mind. The type of research design used here was
Exploratory research and sampling procedure that was followed was Simple random
sampling The total sample size is 100 respondents across all the ages, income category,
occupation and gender. Bar charts and other useful tools are used for the analysis of the
study.
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5 .GUIDE CERTIFICATE
This is to certify that the project report entitled “MARKETING STRATEGY OF V-MART AND VISHAL
MEGA MART :- A COMPARATIVE STUDY”” submitted for the degree of MBA to Integral University
Lucknow is a benefited research work carried by Amaan Khan, student of Integral
University,Lucknow.
This assistance and help received during the investigation

have been fully acknowledged.
DR.ADEEL MAQBOOL
(ASSOCIATE PROF.)
FACULTY OF MANAGEMENT & RESEARCH
INTEGRAL UNIVERSITY, LUCKNOW
5
6.CONTENTS
S. NO. TOPIC PAGE NO.

1. TITLE PAGE
2. DECLARATION
3. ACKNOWLEDGEMENT
4. EXECUTIVE SUMMARY
5. GUIDE CERTIFICATE
6. CONTENTS
7. CHAPTER -1
7. INTRODUCTION 8
7.1BRIEF PROFILE OF THE 9-16

V-MART
7.2 VISION AND MISSION 17
7.3 ORGANIZATIONAL CHART 18
7.4. DETAILS OF V-MART 19-20
PRODUCT
7.5. CORPORATE STRATEGY AS 21
REGARDS TO MARKETING
7.6 MARKETING STRATEGY OF V- 22-25
MART
7.7 SALES PROMOTION 26-29
TECHNIQUES ADOPTED BY V-
MART
7.8 SWOT ANALYSIS 30-31
7.9 OVERVIEW OF VISHAL MEGA 32-34
MART
7.10 MANAGEMENT ANIZATION 35-36
STRUCTURE
6
7.11 VISHAL PRODUCTS 37
7.12 VISION AND MISSION 38-42

7.13 PRODUCTS OF VISHAL MEGA 43-48
MART
7.14 MARKETING STRATEGY OF 49-52
VISHAL MEGA MART
7.15 SALES PROMOTION 53-54
TECHNIQUES ADOPTED BY
VISHAL MEGA MART
7.16 SWOT ANALYSIS 55-56
7.17 E - COMMERCE 57-59
8. CHAPTER 2 60
8. RESEARCH METHODOLOGY 61-63
8.1 OBJECTIVE OF RESEARCH 64

8.2 RESEACH METHODOLOGY 65
9. CHAPTER 3 66
9.1 DATA 67-75
ANALYSIS/INTERPRETATION.
9.2.FINDINGS. 76
9.3. CONCLUSION 77
9.4 SUGGESTIONS. 78
9.5 LIMITATIONS. 79
10. BIBLIOGRAPHY 80
11. ANNEXURE 81-83
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CHAPTER -1
INTRODUCTION
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7.1 BRIEF PROFILE OF COMPANY
V-MART PVT LTD
V-MART
Type Hypermarket
Founded 2002
Maiden store Ahmedabad
Industry Retail
Products Apparels, Non Apparels,

Department, Grocery store
Key People LALIT AGARWAL,

Madan Agarwal,
Hemant Agarwal
Punchline ‘Sabse sasta,Sabse Acha’
Retail Space 8.20 Thousand Sq Mtr
Advantage tier II & tier III cities
Currently 108 outlets
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V-Mart is a complete family fashion store that provides its customers true value for their
money.
V-MART offer V-MART customers a great shopping experience each time they visit V-
Mart store by offering a vast range of products under one roof. Maintaining high
standards in quality and design, V-Mart offers fashion garments at down-to-earth prices
and over a period of time has emerged as the destination of choice for bargain hunters and
the fashionable alike.
V-MART primarily operate in tier II & tier III cities with the chain of “Value Retail”
departmental stores. V-MART stores cater to the needs of the entire family altogether by
offering apparels, general merchandise and kirana goods.
“Price Less Fashion” is the main motto
through which we believe in providing the latest trends to the upwardly mobile Indians at
the best possible price.
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V-MART have 108 stores across 91 cities in 12 states and

union territories,with a total retail area of 8.63 Lac sq.ft (7.74 Thousand Sq Mtr.).V-MART
stores are located in prime states/cities such as Bihar, Chandigarh, Gujarat, Haryana,
Jammu and Kashmir, Madhya Pradesh, New Delhi, Punjab, Rajasthan, Uttarakhand and
Uttar Pradesh. V-MART are among the pioneers in setting up modern ambiance stores or
large retail malls across various small towns and cities like including Sultanpur, Ujjain,
Motihari, Faizabad and more.
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i. ORIGIN OF V-MART
First incorporated as Varin Commercial Private Limited
under the Companies Act in 2002 in West Bengal. Then in 2003, we opened V-MART
maiden store in Ahmadabad (Gujarat).
In the Year 2004 we have opened V-MART first store in capital city, New Delhi.
Further in 2006 V-MART have crossed 1 lac sq.ft. retail space and subsequently renamed
to V-Mart Retail Private Limited.
In the year of 2008, V-MART hit the base by registering V-Mart Retail as a public limited
entity and also crossed the turnover of 1,000 million Rs. As the time passes by we took the
shape of a renowned family brand that caters the needs of whole family by offering high
quality retail products.
Along with growing customers, we achieved a turnover of over Rs 2,000 million in 2011-12
In the Year 2012 V-MART have crossed the retail space of 5 lac Sq. Ft.
2013 - V-Mart Retail Ltd has opened a new store located at F.D.R.A Plaza, Opp. Sanjay
Cinema, Malipur Road, Shahzadpur, Akbarpur, Uttar Pradesh. -V Mart Retail has opened
86th Store at Jhansi, Uttar Pradesh. -V Mart Retail has opened 65th Store at Varansi,
Uttar Pradesh. -V Mart Retail Opening its 84th Store at Fatehpur, Uttar Pradesh.
2014 -V Mart Retail has Opened 92nd Store at Patna City, Bihar. V-Mart Retail has
opened 97th Store at Ranchi, Jharkhand.
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V-MART Business Verticals
V-MART business can be classified in three business verticals:

(i) Apparels,
(ii) General Merchandise, and
(iii) Kirana Bazaar.
V-MART stores are “Mini Hyper Stores” retailing apparels,
general merchandise as well as kirana and “Family Fashion Stores” which are focused on
apparels and general merchandise. V-MART business verticals are further divided as
follows:
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V-MART apparels business vertical includes the following

divisions: apparels and accessories for :
 men,
 women,
 boys
 girls
 infants.
V-MART general merchandise business vertical includes the following divisions: Non-
Apparels and Home Mart. The Non-Apparel division has the following segments:
 footwear
 books
 stationery
 toys
 games
 purses
 clutches
 fashion jewellery
 bags
 luggage.
The Home Mart division consists of the following segments :

 home furnishing,
 kitchenware,
 crockery
 gifts and novelties.
V-MART Kirana Bazaar business vertical, includes the following segments:

 FMCG products,
 Packaged food items,
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 Beauty and
 Personal care,
 Home care
V-MART business is based on the primary concept of “value retailing” and guided by V-
MART principles “Sabse Sasta Sabse Accha” and “Price Less Fashion”, following which v-
mart aim to provide the latest fashion trends in apparels and non apparels to the entire
family with an added focus on demands of the youth and Young Families. As a complete
family departmental store, we also retail a wide range of products at affordable prices
through V-MART Kirana Bazaar vertical.V-MART source its products, including private
labels, directly from the regions where such products are widely
available or manufactured, to minimize V-MART procurement costs and offer quality
products at such costs. V-MART
strong sourcing capability is backed by an efficient logistics network, which is supported by
strong IT
infrastructure, systems and processes, thus enabling us in achieving V-MART concept of
“value retailing”.
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V-MART journey
over the years
2002 • Incorporated as Varin Commercial

Private Limited
2003 • Opened its maiden store in the state of

Gujarat
• Opened its maiden store

2004 inNew Delhi
• Changed name from Varin Commercial Private Limited to V-
2006 Mart RetailPrivate Limited.

• Crossed an aggregateof 100,000 square feet ofretail space.
• Converted into a public limited company.
2008 • Investment in Equity Shares by Naman Finance, a part of the

Aditya Birla Group.
• Investment by DB Corp Limited
2011 • Achieved a turnover of over H2,000 million inFiscal 2011.

• Declared a dividend of 4 per cent for Fiscal 2011.
• Declared a dividend of 4 per cent for fiscal 2012.
2012 • Stores extended to more than 50 cities. 153,252 ESOPs

were granted under the V-Mart ESOP Scheme 2012.
• Crossed 500,000 square feet in retail space.
• Pre-IPO placement of 12,50,000 Equity Shares.
2013
•Public Issue of 44,96,000 Equity Shares.
•Public issue oversubscribed 1.2 times.
•Attracted marquee institutional and HNI investors. Declared
dividend of 10 per cent.
•Opened 23 new stores in FY 13-14 with the retail space of 1.90
lac square feet.
2014 •Strengthened supply chain, capability building and investment in

infrastructure.
•Footfall increased by 31.58%, from 115.29 lac to 151.70 lac in
2013-14
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7.2. VISION /MISSION OF COMPANY
Vision statement of V-MART
“Create value and make our ecosystem proud”
To uphold and contribute to the realization of a sustainable society by balancing our

business activities with nature using the resources we have in making a real and
sustainable difference. We share the vision and belief that our customers and stakeholders
shall be served only by creating and executing future scenarios in the consumption space
leading to economic development.
Mission statement of V-MART
• Care for customer aspirations
• Discover and nurture talent
• Sustain ethical growth
• Harness vendor relationships
We shall deliver everything, everywhere, every time for

every Consumer in the most profitable manner.
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7.3. ORGANIZATIONAL CHART
18
7.4. DETAILS OF V-MART PRODUCT
19
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7.5. CORPORATE STRATEGY AS REGARDS TO MARKETING
PROMOTION STRATEGIES
Sales promotion and advertisements are the two promotional strategies which V-MART
adopts. Prices of every goods are shown during any promotion session to aware the
customer about the market price and V-MART offered prices
Some of the examples of the sales promotion adopted by V-MART are:
 Price-off offer:
 Discounts offer
 Offer on bulk purchase
 Buy 2 get 1 free offers.
 Festive offers.
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7.6 MARKETING STRATEGY OF V-MART
Marketing help to define the business for the customer's 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
expected. The benefits of market research include:
 Learning who your customers are and what they want.

 Learning how to reach your customers and how frequently you should try to communicate
with them.
 Learning which advertising appeals are most effective and which ones get no response.
 Learning the relative success of different marketing strategies, thus improving return on
investment.
 Learning how not to repeat your mistakes.
V-Mart has been the pioneer of retail revolution. Its first fight was against local ‘Kirana’
stores. The 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.
The various marketing strategies adopted by V-Mart are:
 Regional cluster based expansion and penetration

(a) Enhancing brand visibility
(b) Understanding customer preferences
(c) Better utilization of human resources
(d) Effective implementation of marketing activities
 PROMOTIONAL EVENTS –Free eye checkup ,blood donation campaign.
 Dedicated focus towards increasing same store sales growth.
 Cross promotion through “Intelligent Marketing”
 Increase in customer loyalty.
 Continue to invest in IT infrastructure.
 Foray into e-commerce and start our online retail portal.
 Continue to provide training to our employees and invest in human capital.
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 Hiring people with disability by joining hand with SARTAK.
The various marketing strategies adopted by V- Mart are:
Product
V- Mart offers a wide range of products which starts from apparels to food items, footwear to
home furnishing, , child care products to toys, watches, drinks etc. In pursuance of their
business plan to diversify their portfolio of offerings, FMCG products play a key role.
FMCG products are usually meant to fulfill the daily needs of consumers and therefore, V-
Mart believe retailing of FMCG products will bring customers to their stores on a frequent
basis and this mayin-turn lead to consumption of their apparels. V-Mart have a number of
labels for apparels such as
Price
V- Mart promises its consumers the lowest available price. The concept of psychologic-al
discounting (Rs. 99, Rs. 49, etc.) is used as promotional tool. V- Mart also caters on Special
Event Pricing (Close to Diwali, Christmas, and New Year etc.). Selling combo- packs and
offering discount to customers. The combo-packs add value to customer. Through Bundling,
they also reduced the price of the products. The efforts of V-Mart retail business are targeted
towards families having total income which can be classified under the “lower middle” and
“middle” income groups. V-Mart follow uniform pricing policy across their stores in respect of
private labels and non-branded products sold by them. This enhances brand loyalty,
encourages customer confidence and results in operational convenience. In relation to the
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other products, the prices may vary between stores on account of state-specific taxation and
vendor policies.
Place
V-Mart stores are located in 92 cities in 108 outlets. V-MART has presence in almost all the
major Indian cities. They are aggressive on their expansion plans. V-MART Retail targets
cities with urban population of 1 million people or above or can be classified as Tier-2 and
Tier-3 cities. In Tier-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.
This enables the company to overcome competition to some extent due to its first mover
advantage (as competitors have relatively less space in tier-2 and tier-3 cities) and helps to
lower rental cost. As at 3Q FY08, 78% of the company’s 82 stores are in Tier-2 and Tier-3
cities. The company plans to maintain the ratio of Tier-2 and Tier-3 to Tier-1 cities at 80:20.
Promotion
Advertising has played a crucial role in building of the brand. V-Mart advertisements
are mainly seen in print media i.e. newspapers, Television with in advertisement, and
sometime road-side
billboards.Mart category management system is used to plan promotional schemes. They laun
ch promotional schemes weekly. Apart from general sales promotion, the category manager fo
rmulates promotional plans for ‘slow movers’. In addition, to promote sales, they focus on
layout of the stores and positioning, presentation and display of merchandise, in order to
appeal to the customer
People
V-Mart Retail has been established by Mr. LALIT AGARWAL, a first generation
entrepreneur.. The salient features of staff of VM are : Monthly,weekly & daily sales targets
are communicated to the staff & efforts are made to consistently achieve the set targets.-
Employees are motivated to think out-of-the-box. Retail sector is in growth stage,so staffs 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. VM
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motivates & retains store staff & maintains a positive work environment. -Well-dressed staff
improves the overall appearance of store.
Process
VM adopted the business model to run their activities smoothly. This process includes four
steps as follows: Manufacturing Capacity; Strong Logistics; Products; Retailing The goods'
dispatch and purchasing area has certain salient features which include: --Multiple counters
with trolleys to carry the items purchased.-Proper display / posters of the place like (Kids
Wear, Grocery, and Stationary etc.Three Layer Security Checks.-No. Of Parallel Billing
Counter -Retail Exchange Software Solution – PRIL-Integrated With SAP & ERP
Physical Evidence
It deals with the final deliverable or the display of written facts. This includes the current
system and available facilities.-Infrastructure-Stand Alone Commercial Building-Clean, Air-
conditioned outlet-Equipment – computer, BCR, Desk etc State of Art.
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7.7 SALES PROMOTION TECHNIQUES ADOPTED BY V-MART
1. Price-off offer:
Under this offer, products are sold at a price lower than the original price. This type of
scheme is designed to boost up sales in off-season and sometimes while introducing a new
product in the market.
Example:
· Buy 2 men T-shirts at Rs. 599/- and 1 T-shirt at Rs. 399/- (MRP: Rs.399/T shirt).
· Buy 2 men T-shirts at Rs. 749/- and 1 T-shirt at Rs. 499/- (MRP: Rs.499/T-shirt).
· Buy 3 men round neck T-shirts for Rs. 399/- (MRP: Rs.199/T-shirt).
· Buy 2 men V neck T-shirts at Rs. 499/- and 1 T-shirt for Rs. 299/- (MRP: Rs. 299/T-shirt).
· Buy 3 women T-shirts at Rs. 399/- (MRP: Rs.199/T-shirt).
· Buy 1 woman top and get Rs. 100/- off on the bottoms.
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2. Discounts:
Under this, the products are sold at a discounted price with percentage discounts on the
original price. This type of scheme is designed to boost up sales in off-season.
Example:
· 30% off on all the men formal shirts and trousers.
· 30 % off on all the women formals and casual outfits.
. discount on purchase of goods in bulk.
3.New Year offers:
V- Mart offers gifts for purchases that are make at the store during the New Year for
cheaper price. If you shop for Rs. 3500 you get a Imported Designer Glass Set for Rs. 249
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only. If you shop for Rs. 2500, you get a 3 nights and 4 days holiday package for a couple
on an International cruise.
4.End of season sale:
End of Season sale or stock Clearance sale is been conducted atV-MART. They are offering
surprising discounts as if you buy 2 any items of garments and you will get 3 more with
your choice absolutely free. These offers are given as celebration of New Year.
5.Festival offers:
V- Mart have come up with festive offer during Diwali and Christmas by giving away gifts
for purchases that are made at the store for cheaper price. If you shop for Rs. 4500 you get
a Trolley bag worth Rs. 1299 for Rs. 149 only. If you shop for Rs. 2400 and above you get a
lemon set, which is said to be imported, worth Rs. 649 for Rs. 99 only.
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6.Seasonal offers:
V- Mart provides the customers with various discounts and price-off offers at the stores
and factory outlets on the seasons like winter and monsoon. This type of scheme is designed
to boost up sales in these seasons.
7.Discount Coupons:
V- Mart offers 25% discount on its large range of apparels. The coupon is valid for limited
period. This coupon is valid for 25% off on any product purchased above the decided
range.
8.Gift Vouchers:
V- mart Fresh Fashion offers many vouchers ranging different denominations like Rs100,
Rs.250, Rs.1000 and Rs.2000. These vouchers are exchangeable with the products by the
customers at all the V- Mart showrooms in India. The vouchers are a better option rather
than gifts for the employees and customers as they are not bound for a particular thing to
accept.
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7.8 SWOT ANALYSIS
Strength:
 High Brand Equity in evolving retails markets.

 POP to increase the purchase.
 One stop shop for variety of products, increasing customer time and available choices.
 Understanding of the ‘value retail’ segment.
 Garment sector of the V-Mart is much more superior to other retail stores.
 It segments on middle and lower middle income groups.
Weakness:
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 Unable to meet store opening target so far.

 Falling revenue per square feet.
 Employees behavior is not professional.
 Daily customers footfall is very less around 200 to 300 average.
 Inexperienced and unskilled management team except managers.
 Supply chain management is quite slow.
 No brand awareness for the product.
 Lack of proper extraction of work from staff.
 Need to include more assortment & varieties of the same item.
 Need to provide more offers/ discounts on FMCG in comparison of Big bazaar, Reliance
Fresh, Easyday & Vishal Mega mart.
 Need to improve store layout according to customer facility.
Opportunity:
 Increasing customer satisfaction and our base of loyal customers
 Emphasis on Backward Integration.
 Expansion of FMCG.
 Continue to upgrade information technology systems and processes
 Continue to train employees and seek entrepreneurship from employees.
 To increase the customer satisfaction by providing different variety of products.
Threat:
 Global big players planning to foray into market.
 Government policies are not well-defined in India.
 Unorganized retail market of India.
 Independent small stores.
 Demographic Changes.
 Vishal Mega Mart, Reliance fresh, Easy day & Big-Bazaar.
 Overseas group entering the market.
 Increased competition in the domestic market.
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7.9 OVERVIEW OF VISHAL MEGA MART
V I S H A L
VALUE INCREASE SHIPPING HYPERMARKET AFFORDABLE LOW PRICE
PUNCHLINE:-
ABOUT THE ORGANISATION
Vishal Retail Ltd, is one of the leading player in the Indian retail industry, is a lead the way in
discount retailing and is focused on tier II and III cities in the country. It has a strong presence
in manufacturing and retailing of readymade garments (apparels) retailing of non-apparels
and a large variety of FMCG products. Vishal Mega Mart is India’s largest Fashion-led
hypermarket chain with a footprint of over 175 stores, cumulative trading area in excess of 3
million square feet, in over 110 cities and towns across India.
Vishal is sharply focused at the needs of consumers in Apparel, General Merchandise, Grocery
and Personal Care in Tier-1, Tier-2 and Tier-3 cities and towns and is dedicated to offer the
best value and choice to its millions of customers.
Vishal offers clearly differentiated value to customers in the following product categories:
 Fashion: Fresh, trendy and affordable fashion comprising latest Apparel, Footwear
& Lifestyle accessories collection across Men’s, Women’s & Kid’s.
 General Merchandise: Catering to all the household needs such as Kitchen-ware,

Home Furnishings, Luggage & Travel Accessories, Home/Kitchen Appliances, Toys
& Sports etc. at best prices
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 Grocery and Household Needs: Catering to all daily needs with an extensive
Grocery & Staples, Packed Food, Branded Personal Care and Household Needs
products
Vishal started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is
today a conglomerate encompassing 117 showrooms in 75 cities / 20 states. India’s first hyper-
market has also been opened for the Indian consumer by Vishal. Situated in the national
capital Delhi this store boasts of the single largest collection of goods and commodities sold
under one roof in India. The group had a turnover of Rs. 1463.12 million for fiscal 2005, under
the dynamic leadership of Mr. Ram Chandra Agarwal. The group had of turnover Rs 2884.43
million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007. The turnover of the company for
09-10 was Rs.1105 crore. The group’s prime focus is on retailing. The Vishal stores offer
affordable family fashion at prices to suit every pocket.
CORPORATE PROFILE
Vishal Retail Ltd. has a factory in Gurgaon, Haryana. This factory has more than 700
imported machines that have a capacity to manufacturer 150000 pieces a month. The factory
occupies 80000 sq ft of covered space. The Vishal group indirectly gives employment to more
than a 1000 people. These people work in Ancillaries that supply finished goods to the
company. Vishal’s 10 ware houses cater to 51 showrooms in 39 cities. It is covering about
1282000 sq. ft. in 18 states across India. Our loyalty programmes gives the Indian consumer
of being rewarded every time he/she makes a purchase at any of its stores anywhere in the
country. Consumers can make purchases at any store and accumulate points at a central level.
These points are redeemable at any of our stores. One can accumulate points even when a
purchase is made while traveling and can redeem points at any store. So no matter where
you are in India you can partake the our loyalty programme.
Some of the key features of retailing include:
 Selling directly to customers without having any intermediaries

 Selling in smaller units / quantities, breaking the bulk
 Present in neighborhood or in the location which is quite convenient to the customers.
 Very high in numbers
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 Recognized by their service levels

 Fitting any size and or location
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 existing customers have undergone drastic changes. Besides it is also
reported that the traditional retailing such an age old Grocery shops face direct competition
with the organized retailing sector. In some parts of the country, it is reported that the
traditional retails are resisting the entry of organized shopping malls. For instance the
traditional retails of Bhubaneswar with the active support of the consumers at large didn’t
allow reliance Fresh to start outlet initially.
ORG
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7.10 MANAGEMENT ANIZATION STRUCTURE
R.C.Agarwal
Chairman &
Managing Director
Board of Directors
S.K.Agarwal
Category Heads
Whole-time Director
Merchandise Head-Supply Chain

Heads - Zonal
Head Management
Head- Retail
Chief Operating
Officer
Head – Legal &

Head – IT
Secretarial
Head-Finance,
Head-Admin & HR
Accounts & MIS
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THE FOUNDERS:-
Mr. Ramchandra Mrs. Uma Mr. Surendra
Agarwal Agarwal Agarwal
Mr. Ram Chandra Agarwal, Chairman & Managing Director

He holds a bachelor’s degree in commerce from St. Xavier’s College,Kolkata. Mr. Agarwal
has more than 20 years of experience in the retail industry and has been with VRPL since
their inception in 1997.
Mrs. Uma Agarwal, Executive Director

She holds a bachelor’s degree in arts. Mrs. Agarwal has more than 7 years of experience in
the retail industry. She has been associated with accounts department of VRPL.
Mr. Surendra Kumar Agarwal, Executive Director

He holds a bachelor’s degree in commerce. Mr. Agarwal has more than 17 years of
experience in the retail industry. He has been associated with store development and
management at various locations of VRPL.
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7.11 VISHAL Apparels Brand
Vishal Mega Mart is one of India’s fastest growing retail chains.. The chain currently has
172 company stores in 24 states / 110 cities in India. The Vishal brand is known for great
modern style for men, women and children. Vishal offers high level fashion styling. Since
1986, our name has been synonymous with quality, value and fashion integrity. We offer an
unparalleled collection of clothes for the entire family. Each garment is hand selected for
quality and contemporary styling. Vishal manufactures majority of its own garments and
out sources some under its direct quality supervision. This enables us to offer the lowest
possible and most reasonable prices. Our goal is to provide a range of fashion wear to suit
every pocket. Our product mix represents the most current fashion trends in tops, bottoms,
formals and accessories for men, women and kids. Our courteous staff will ensure that
consumers get a perfect fit.
THE POPULAR BRANDS OF VISHAL MEGA MART ARE:-
Zeppelin : Mens Shirts & Trousers
Fizzy Babe : Ladies & Kids Girls
Kitaan Studio : Mens Shirts & Trousers
Jasmine : Ladies & Kids Girls
Blues & Khakis : Mens Trousers
Zero Degree : Kids Boys
Paranoia : Mens Shirts & T-Shirts
Soil : Mens Shirts
Chlorine : Mens Shirts
Massa Bay : Mens Trousers & Bermudas
Fume : Men’s Shirts, T-Shirts, Under Garments.

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7.12 VISION AND MISSION
MISSION STATEMENT:-
We shall deliver everything, everywhere, every time for every Consumer in the most profitable
manner.
VISION STATEMENT:-
We share the vision and belief that our customers and stakeholders shall be served only by
creating and executing future scenarios in the consumption space leading to economic
development.
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MANAGEMENT OF TECHNOLOGY, INNOVATION AND CHANGE
Technology is important to cut costs, improve efficiency, providing value to customers and
increasing the customer experience. IT solutions help in synchronizing activities across various
verticals such as procurement of inventory. Securities from both external and internal threats
are also important when the scale of the operations increases. Most of their critical functions
such as Supply Chain, Operations, Finance & Accounts, and Customer Loyalty Program &
Human Resources are linked through a computer network. This has enabled them to reduce
their time to market and respond to the changing customer requirements. This has also helped
them reduce their costs of operations through both, reduction in wastages and missed
opportunities as well as a consequent reduction of the overall costs of operations.
VRPL are focused on acquisition and implementation of advanced information technology

systems, processes and business applications in order to handle all store operations including
inventory management and billing. VRPL office processes are also computerized which
support procurement, supply chain logistics, distribution centers management and inventory
control. All the locations are connected through company-wide virtual network connection
which helps to efficiently manage their network of outlets throughout the country.
VRPL believe that their business requires efficient management and storage of data and
information to utilise for business analysis, research and forecast. Based on VRPL’s existing
information technology systems, they are able to generate detailed daily reports covering the
various aspects of their business such as division wise sales per store, inventory movement and
position at stores and distribution centers and generation of purchase and delivery orders.
In August 2005, VRPL had entered into a software end-user license agreement with Systems,
Applications and Products in Data Processing Private Limited (“SAP India”) for grant of a
non-exclusive and perpetual license to VRPL to use the SAP software, documentation and
other information related thereto. SAP for Retail provides an integrated technology platform
for retailers and a one point solution for supporting and managing different business models
such as owned stores, franchise stores, shop n shop concepts. Strong business decision and
analytical capabilities have enabled retailers of all sizes the power to make the right decisions
quickly and profitably.
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Beginning with a computerized cash memo, to use FoxPro for operations & accounting and,
implementation of a complete ERP from JDA (J. D. Armstrong Software Group), they have
gradually extended the Use of technology in their various areas of operations. In order to
increase the speed and traceability to the supply chain management Vishal Mega Mart
introduces Bar Code Technology. Bar code is tried and tested technology—the “no-brainer”
choice for identifying items in the supply chain. Yes, it does have short comings in that
applying it means that everything has to be in line of sight because light is used to capture and
read the bar code. But as goods are handled either by humans or machines, the goods are
always visible, as are their labels—labeling standards mean that it is virtually impossible to
not see the label and its bar code. This means that some form of scanner is used—the range of
available technology is broad—either by an operator wielding a hand-held device or by a
machine-mounted or fixed-position scanner.
Beyond the bar code is RFID (radio frequency identification) where a chip within a tag carries
information and is read using radio waves. Vishal Mega Mart uses the latest technology to
improve its performance Quality as well as Quantity Wise. Bar code scanners are very
sophisticated devices these days. Functionality and reliability is extremely important. Vishal
Mega Mart also uses CCTV to monitor its stores. Various CCTV’s are being installed in a
store, with a room where the entire functioning taking place in a store can be monitored by a
human operator.
VRPL have partly implemented their information technology set up and are currently in the
midst of completing the process of upgrading their information technology set up and have
entered into an agreement dated September 6, 2005 with Tata Consultancy Services Limited
for providing information technology services including implementation of more advanced
ERP applications such as SAP, rendering services inter alia for management information
system on reports related to stock management, receipt processing, picking and packing,
project systems, merchandise assortment management, pricing and promotion, sales,
controlling and financial accounting.
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Management Information Systems (MIS)
They have strong MIS capabilities that make use of their technological investments to generate
valuable insight for them and help them in improving their operations, as well as in enhancing
their speed of response to what the customers want. They are thus able to monitor their
performance on a day-to-day basis, across stores, departments and product categories and
compare the same with other stores as well as across periods. This helps them take corrective
action on a timely basis, and optimize their stock. They are currently using Business Objects to
analyze data related to the buying trends of their loyalty customers.
Following are the table which shows the different software used by the organization in the
organization activities, for customer transaction & for employees working in the organization.
1. “JDA ERP” software

Functional Area:
 Merchandising Buying,
 product ordering, Receipt
 confirmation, Stock
 transfer, Inventory
 Management, Sales
 Merchandise event
Comments: JDA is one of the leading ERP systems used by many retailers for multiple
business models in regards to retailing. The system is fully integrated and takes care of the
supply chain from a manufacturer to the end customer by using back-end and front-end
systems like MMS (Merchandise Management System) & WinDSS (Windows Distributed
Stores Systems).
2. “Oracle Financial” software

Functional Area:
 Financial Accounting
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Comments: Completely integrated with their retail ERP- MMS, allows them to get online
integrated financials.
3. “RAMCO HRMS” software

Functional Area:
 Human Resources.
Comments: Their system supports Personnel Management, Payroll Management, Employee
Benefits Management, Training Management and Executive Information.
4. “WMS” software
Functional Area:
 Distribution and Logistics.

Comments: WMS enable the space planning and also integrated SKU location which
enable faster picking and putting of merchandising.
5. “Arthur Planning” software

Functional Area:
 Merchandising Planning.
Comments: An integrated planning and decision making tool.
6. “Microsoft Exchange” software

Functional Area:
 Internal/External communication.
Comments: Enterprise wide mailing solution.
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7.13 PRODUCTS OF VISHAL MEGA MART
PRODUCTS
 FOODMART
 Beverage
 Cooked Indian
 Cooked Chinese
 Drinks
 Fruits & Vegetables
 FOOTWARE
Boys Girls
Shoes Slippers
Sandals Sandals
Ladies Men’s
Shoes Shoes
Slippers Slippers
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 HOUSEHOLD
Acrylic Ware Copper Steel
Dinner Set Jug Cake Server
Glass Ware Thermo Ware Porcelain
Home Aids Pressure Cooker Non Stick

Floor Wiper Cooker Handi
Sanitary Brush Pressure Pan Dosa Tawa
Cup Tiffin Cup & Saucer
General Plastic Goods Electrical App. Bone China

Coffee Mug Chopper Soup Set
Bucket Microwave Oven Dessert Set
Lemon Set Container
 LADIES ACCESSORIES
Personal Items Nail Polish Cosmetics
Cap(LCA) Necklace Lip Gloss
Socks(Las) Ring
 LIFESTYLE
Time Zone Opticals Gifts & Novelties
Ladies Wrist Watch Ladies Sun Glass Flower Vase
Mens Wrist Watch Mens Sun Glass Key Chain
Mens Accessories Electric & Electronics Perfume/Deo
Belts Battery(ABT) Spray
Wallets Calculator(EEC) Deo
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 GARMENTS
MEN
Upper Lower
Shirt Casual Jeans(MP)
Shirt Formal Cotton- Trouser(MPC)
Ethnic & Sports Winter Wear
Night Suits Suit(WMC)
T-Shirts Blazer (WMB)
Dupatta Windcheater
Sherwani Jacket
LADIES
Upper Lower
Kurta Pants Jeans
Skirt Top Capri
Ethnic Winter Wear
Nighty Jackets Track Suit
Lancha Stawl Salwar Suit
Sharara Blazer
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BOYS
Upper Ethic
Shirt Formal Kurta Pyjama
T-shirt Sherwani
Lower Sets Winter Wear
Jeans Night Suit
Bermudas Baba Suit
Blazer Jacket
GIRLS
Lower Winter Wear
Hot Pant Hipster Set
Skirt Jacket
Upper Ethnic
Tops (GWT) Sharara Frock (GFK) Lancha
INFANTS
Garments Accessories
Hot Pant Bed Sheet
Frock Under Garments
Baba Suit Socks
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 HOME FURNISHING
Drawing Room Bedroom
Door Mat Bed Sheet
Carpet Pillows
Curtains Pillow Cover
Kitchen Bathroom
Apron Bath Mats
Kitchen Napkin Towel Gift Sets
 SPORTS & FITNESS

Indoor games Outdoor games
Basket Ball Cricket Bat
T.T. Bat Football
Boxing Kit Lawn Tennis
Swimming Costumes Tennis Racket
Water Ball Tennis Ball
Fitness Equipment. Personal Gym
 STATIONERY
Paper Mart Exam Board Office File
Diary Clay Punching Machine
Party Stuff Balloons Ribbons
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 TOYS & GAMES

Soft Toys Dolls Cycle & Scooters
Musical Toys Barbie Doll Cycles
Non-Musical Other Dolls Scooters
Board Games Infant Toys Video Games
Wooden Blocks Teether T.V. Video
Puzzles Swing hand Game
 TRAVEL ACCESSORIES
Luggages Portfolio Bags
Suitcase Shoulder- Bags
Pouch & Cases Executive -Bag
Waist Pouch School Bags
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7.14 MARKETING STRATEGY OF VISHAL MEGA MART
Marketing help to define the business for the customer's 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
expected. The benefits of market research include:
 Learning who your customers are and what they want.

 Learning how to reach your customers and how frequently you should try to communicate
with them.
 Learning which advertising appeals are most effective and which ones get no response.
 Learning the relative success of different marketing strategies, thus improving return on
investment.
 Learning how not to repeat your mistakes.
Vishal Mega Mart has been the pioneer of retail revolution. Its first fight was against local
‘Kirana’ stores. The 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.
The various marketing strategies adopted by Vishal Mega Mart are:
Product
Vishal 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. There are many in house brands promoted by Vishal Mega Mart. In pursuance of
their business plan to diversify their portfolio of offerings, FMCG products play a key role.
FMCG products are usually meant to fulfill the daily needs of consumers and therefore, VRPL
believe retailing of FMCG products will bring customers to their stores on a frequent basis
and this mayin-turn lead to consumption of their apparels. VRPL have a number of private
labels for apparels such as Zepplin, Paranoia, Chlorine, Kitaan Studio, Famenne, Fleurier
Women and Roseau.
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Price
Vishal Mega Mart promises its consumers the lowest available price. The concept of psycholog
ic-al discounting (Rs. 99, Rs. 49, etc.) is used as promotional tool. Vishal Mega Mart also caters
on Special Event Pricing (Close to Diwali, Christmas, and New Year etc.). Selling combo-
packs and offering discount to customers. The combo-packs add value to customer. Through
Bundling, they also reduced the price of the products. The efforts of VRPL’s retail business
are targeted towards families having total income which can be classified under the “lower
middle” and “middle” income groups. VRPL follow uniform pricing policy across their stores
in respect of private labels and non-branded products sold by them.
This 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 taxation and vendor policies.
Place
Vishal Mega-mart stores are located in 129 cities with 172 outlets. VMM has presence in
almost all the major Indian cities. They are aggressive on their expansion plans. Vishal Retail
targets cities with urban population of 1 million people or above or can be classified as Tier-2
and Tier-3 cities. In Tier-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.
This enables the company to overcome competition to some extent due to its first mover
advantage (as competitors have relatively less space in tier-2 and tier-3 cities) and helps to
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lower rental cost. As at 3Q FY08, 78% of the company’s 82 stores are in Tier-2 and Tier-3
cities. The company plans to maintain the ratio of Tier-2 and Tier-3 to Tier-1 cities at 80:20.
Promotion
Advertising has played a crucial role in building of the brand. Vishal Mega Mart
advertisements
are mainly seen in print media i.e. newspapers, Television with Tina Parekh as there inadverti
sement, and sometime road-side bill-boards.
VRPL’s category management system is used to plan promotional schemes. They launch prom
otional schemes weekly. Apart from general sales promotion, the category manager formulates
promotional plans for ‘slow movers’. In addition, to promote sales, they focus on layout of the
stores and positioning, presentation and display of merchandise, in order to appeal to the
customer. In addition, VRPL have introduced, in association with SBI Cards & Payment
Services Private Limited, a co-branded credit card. VRPL’s propose
to continuously undertake such initiatives to increase the satisfaction of their customers.
Vishal Mega-mart started many new and innovative cross-sell and up-sell strategies in Indian
retail market. The various promotion techniques used at VMM include:-5 Din Ki Maha
Bachat-2 din Ki Maha Loot-Dhan-teras Dhamaal-Great Savings-Vishal Mega Mart Gift
Voucher Rs. 1000.-25% Off On All Items – Every Month-Discount Offers At Various Festive
occasions-Grand Winter Sale – 50% & 60% discount for 2 days-Paise Bachao Aandolan – 9
Din Ki Maha Loot-Vishal Reward Plus: Consumers can make purchases at any store and
accumulate points at a central level. These points are redeemable at any of our stores.-Cross
category promotions are now catching up where discounts are being offered on
grocery purchases, redeemable against purchase of apparel and household products
People
Vishal Retail has been established by Mr. Ram Chandra Agarwal, a first generation
entrepreneur. He has been instrumental in expanding the business from an apparel store in
Kolkata to 82 value retail stores with pan- India presence. The salient features of staff of
VMM are : Monthly,weekly & daily sales targets are communicated to the staff & efforts are
made to consistently achieve the set targets.-Employees are motivated to think out-of-the-box.
Retail sector is in growth stage,so staffs is empowered to take innovative steps.-Multiple
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counters for payment, staff at store to keep baggage and security guards at every gate, makes
for a customer-friendly atmosphere. VMM motivates & retains store staff & maintains a
positive work environment. -Well-dressed staff improves the overall appearance of store.-
Strong Recruitment Cell, 2,509 employees joined in 2009.-8500 employee Strength.
Process
VMM adopted the business model as shown in (Figure-9) to run their activities smoothly.
This process includes four steps as follows: Manufacturing Capacity; Strong Logistics;
Products; Retailing The goods' dispatch and purchasing area has certain salient features
which include: --Multiple counters with trolleys to carry the items purchased.-Proper display /
posters of the place like (Kids Wear, Grocery, and Stationary etc.).-Home delivery counters to
be started soon.-Three Layer Security Checks.-No. Of Parallel Billing Counter -Retail
Exchange Software Solution – PRIL-Integrated With SAP & ERP
Physical Evidence
It deals with the final deliverable or the display of written facts. This includes the current
system and available facilities.-Infrastructure-Stand Alone Commercial Building-Clean, Air-
conditioned outlet-Equipment – computer, BCR, Desk etc State of Art.
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7.15 . SALES PROMOTION TECHNIQUES ADOPTED BY VISHAL MEGA MART
3. Price-off offer:
Under this offer, products are sold at a price lower than the original price. This type of scheme
is designed to boost up sales in off-season and sometimes while introducing a new product in
the market.
Example:
· Buy 2 men T-shirts at Rs. 599/- and 1 T-shirt at Rs. 399/- (MRP: Rs.399/T shirt).
· Buy 2 men T-shirts at Rs. 749/- and 1 T-shirt at Rs. 499/- (MRP: Rs.499/T-shirt).
· Buy 3 men round neck T-shirts for Rs. 399/- (MRP: Rs.199/T-shirt).
· Buy 2 men V neck T-shirts at Rs. 499/- and 1 T-shirt for Rs. 299/- (MRP: Rs. 299/T-shirt).
· Buy 3 women T-shirts at Rs. 399/- (MRP: Rs.199/T-shirt).
· Buy 1 woman top and get Rs. 100/- off on the bottoms.
4. Discounts:
Under this, the products are sold at a discounted price with percentage discounts on the
original price. This type of scheme is designed to boost up sales in off-season.
Example:
· 30% off on all the men formal shirts and trousers.
· 30 % off on all the women formals and casual outfits.
5. End of season sale:

End of Season sale or stock Clearance sale is been conducted at Vishal Mega Mart factory
outlets. They are offering surprising discounts as if you buy 2 any items of garments and you
will get 3 more with your choice absolutely free. These offers are given as celebration of New
Year.
6. Seasonal offers:
Vishal Mega Mart provides the customers with various discounts and price-off offers at the
stores and factory outlets on the seasons like winter and monsoon. This type of scheme is
designed to boost up sales in these seasons.
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7. Festival offers:
Vishal Mega Mart have come up with festive offer during Diwali and Christmas by giving
away gifts for purchases that are made at the store for cheaper price. If you shop for Rs. 4500
you get a Trolley bag worth Rs. 1299 for Rs. 149 only. If you shop for Rs. 2400 and above you
get a lemon set, which is said to be imported, worth Rs. 649 for Rs. 99 only.
8. New Year offers:

Vishal Mega Mart offers gifts for purchases that are make at the store during the New Year
for cheaper price. If you shop for Rs. 3500 you get a Imported Designer Glass Set for Rs. 249
only. If you shop for Rs. 2500, you get a 3 nights and 4 days holiday package for a couple on an
International cruise.
9. Discount Coupons:
Vishal Mega Mart offers 25% discount on its large range of apparels. The coupon is valid for
limited period. This coupon is valid for 25% off on any product purchased from
www.vishalmegamart.com
10. Gift Vouchers:

Vishal mega mart Fresh Fashion offers many vouchers ranging different denominations like
Rs100, Rs.250, Rs.1000 and Rs.2000. These vouchers are exchangeable with the products by
the customers at all the Vishal Mega Mart showrooms in India. The vouchers are a better
option rather than gifts for the employees and customers as they are not bound for a
particular thing to accept. They are given free choice for choosing better gifts for themselves
by using vouchers. Vishal Mega Mart vouchers offer a wide range of products and services for
shopping. It has got coverage in 15 cities including 22 outlets. It thus offers good gift vouchers
to its customers, clients and sales force also to keep good relationships amongst each other.
The most famous Gift Vouchers by Pantaloons Fresh Fashion are Trendsetters and
Connoisseurs Choice.
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7.16 SWOT ANALYSIS
Strength:
 High Brand Equity in evolving retails markets.

 State-of-art infrastructure of Big Bazaar outlets.
 POP to increase the purchase.
 One stop shop for variety of products, increasing customer time and available choices.
 Understanding of the ‘value retail’ segment.
 Garment sector of the Vishal is much more superior to other retail stores.
 It segments on middle and lower middle income groups.
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Weakness:
 Unable to meet store opening target so far.
 Falling revenue per square feet.
 Employees behavior is not professional.
 Daily customers footfall is very less around 200 to 300 average.
 Inexperienced and unskilled management team except managers.
 Supply chain management is quite slow.
 No brand awareness for the product.
 Lack of proper extraction of work from staff.
 Need to include more assortment & varieties of the same item.
 Need to provide more offers/ discounts on FMCG in comparison of Big bazaar, Reliance
Fresh, Easyday & V-Mart.
 Need to improve store layout according to customer facility.
Opportunity:
 Increasing customer satisfaction and our base of loyal customers
 Emphasis on Backward Integration.
 Expansion of FMCG.
 Continue to upgrade information technology systems and processes
 Continue to train employees and seek entrepreneurship from employees.
 To increase the customer satisfaction by providing different variety of products.
Threat:
 Global big players planning to foray into market.
 Government policies are not well-defined in India.
 Unorganized retail market of India.
 Independent small stores.
 Demographic Changes.
 V-Mart, Reliance fresh, Easy day & Big-Bazaar.
 Overseas group entering the market.
 Increased competition in the domestic market.
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7.17 E - COMMERCE
The uses of computers and internet have been expanding significantly over the years.
Presently internet has been used widely as a means of communication, as a potential source of
information, as a means of entertainment and many more. With in few years after existence of
internet, business men realized the possibilities of using internet as a medium of business. This
idea kick started the first online business ventures. Modern technology has been developed to
the extent that even shopping made possible over the internet. The process of shopping done
over the internet is called online shopping.
Both products and services can be purchased by online shopping. Online shopping is used for
business to business transactions or business to customer transactions with applications of
electronic commerce (E-Commerce). Vishal Mega Mart is soon launching its online shopping
website this summer named as www.vishalmegamart.com which promises to be a boon for its
customers.
VRPL has its own site named as www.vishalmegamart.net.
Vishalmegamart.net is concerned about the safety and security of their website and customers.
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Accordingly, they have put a number of technological protections in place to ensure that their
transaction process is extremely safe and that their customers' information is secure. They
provide a large amount of information to their customers, suppliers through their website.
This information includes their stores in different areas, cities with correct address and
contact no’s, products being offered by them, career opportunities, enquiry, supplier’s zone
etc.
Vishal Mega Mart also provides opportunities to its customers by collaborating with
shopping.indiatimes.com and with shopping.rediff.com.
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HOW TO SHOP
Firstly, you have to register yourself with the shopping.indiatimes.com & shopping.rediff.com.
Place your order through following these 7 quick and easy steps:
1. Find the Items You Want to buy.

2. Add the Items to Your Shopping Bag
3. Proceed to Checkout
4. Sign In/Create a New Account/Choose guest checkout
5. Enter a Shipping Address
6. Provide Payment Information and authorization
7. View or print your Order Acknowledgment and check your Order status.
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Chapter -2
RESEARCH
METHODOLOGY
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Meaning of Research
Redman and Mory define research as a “systemized effort to gain new

knowledge.” Some people consider research as a movement, a movement from the
known to the unknown.
Research is an academic activity and as such the term should be used in a technical
sense. According to Clifford Woody, research comprises defining and redefining
problems, formulating hypothesis or suggested solutions; collecting, organizing
and evaluating data; making deductions and reaching conclusions; and at last
carefully testing the conclusions to determine whether they fit the formulating
hypothesis.
Objectives of Research
The purpose of research is to discover answers to questions through the application

of scientific procedures. The main aim of research is to find out the truth which is
hidden and which has not been discovered as yet. Though each research study has
it’s own specific purpose but the research objectives can be listed into a number of
broad categories, as following
1. To gain familiarity with a phenomenon or to achieve new insights into it.

Studies with this object in view are termed as exploratory or formulative
research studies.
2. To portray accurately the characteristics of a particular individual, situation
or a group. Studies with this object in view are known as descriptive
research studies.
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3. To determine the frequency with which something occurs or with which it is

associated with something else. Studies with this object in view are known
as diagnostic research studies.
4. To test a hypothesis of a casual relationship between variables. Such studies
are known as hypothesis-testing research studies.
Significance of Research
“All process is born of inquiry. Doubt is often better than overconfidence, for it
leads to inquiry and inquiry leads to invention.” Is a famous Hudson Maxim in
context of which the significance of research can well be understood? Increased
amounts of research make progress possible.
Research inculcates scientific and inductive thinking and it promotes the
development of logical habits of thinking and organization.
The role of research in several fields of applied economics, whether related to
business or to the economy as a whole, has greatly increased in modern times. The
increasing complex nature of business and government has focused attention on the
use of research in solving operational problems. Research, as an aid to economic
policy, has gained added importance, both for government and business.
Research Methodology
Research methodology is a way to systematically solve the research problem. It

may be understood as a science of studying how research is done scientifically. In
it we study the various steps that are generally adopted by a researcher in studying
his research problem along with the logic behind them. It is necessary for the
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researcher to know not only the research methods or techniques but also the
methodology.
Data Collection Source

Information was collected through both primary and secondary sources.
Primary Data: In some cases the researchers may realize the need for collecting
the first hand information. As in the case of everyday life, if we want to have first
hand information or any happening or event, we either ask someone who knows
about it or we observe it ourselves, we do the both. Thus, the two methods by
which primary data can be collected is observation and questionnaire.
Secondary Data: Any data, which have been gathered earlier for some other
purpose, are secondary data in the hands of researcher.
The data collected for this project has been taken from the secondary source.
Sources of secondary data are:-

 Internet
 Magazines
 Publications
 Newspapers
 Broachers
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8.1. OBJECTIVES OF THE STUDY
 To know the strategy adopted by V-MART and Vishal Mega Mart in the current
retail marketing environment.
 To have a proper understanding and analysis of V-MART and Vishal Mega Mart
 To know the marketing strategies that V-MART and Vishal Mega Mart adopted to
make a good relationship with its customers.
 To know the people perceptions towards V-MART and Vishal Mega Mart.
 To compare the marketing strategy adopted by V-MART and Vishal Mega Mart.
 To know consumer perception toward the V-MART and Vishal Mega Mart.
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8.2. RESEARCH METHODOLOGY
Method of data collection used in the research is PRIMARY DATA collection method
 Primary Data - QUESTIONNAIRE.
 Sample Size - 100
 Sample profile - Customer of V-MART and
Vishal Mega Mart (nakkhas branch) .
 Sampling technique - Simple random sampling.
 Research design - Descriptive research.
This research is conducted into an
issue or problem where there are few or no earlier studies to refer. The focus is on gaining
insights and familarity for later investigation. Here data is often quantitative and statistics
applied. It is used to identify and obtain information on a particular problem or issue.
Finally, casual or predictive research seeks to explain what is happening in a particular
situation.
In my project I have also used descriptive research for
secondary data because the main goal of this type of research is to describe the data and
characteristics about what is being studied and descriptive research is mainly done when a
researcher wants to gain a better understanding of a topic It is quantitative and uses
surveys and panels and also the use of probability sampling.
Secondary data-
 www.vmart.co.in ,
 www.myvishal.com
 Newspaper,
 journals.
65
CHAPTER -3
Data analysis
And Interpretation
66
Q1. Which retail market comes to your mind when you think of shopping ?
V-MART 34
VISHAL MEGA MART 43
OTHER 23
50%
45% 43%
40%
34%
35%
30%
25% 23%
20%
15%
10%
5%
0%
V-MART VISHAL MEGA MART OTHER
As per this study suggested that Vishal Mega Mart is still has market leadership in India
because 43% of the people say they prefer Vishal Mega Mart.34% of the people say they
prefer v-mart for shopping while 23% people say they prefer other retail outlet for good
shopping experience.
67
Q2. Which retail store do you use at present?
V-MART 34
VISHAL MEGA MART 43
OTHER 23
50%
45% 43%
40%
34%
35%
30%
25% 23%
20%
15%
10%
5%
0%
V-MART VISHAL MEGA MART OTHER
As per this study suggested that 43% people are using vishal mega mart and 34% people
people say they use v-mart retail outlet for shopping while 23% people say they prefer
other outlets for shopping
68
Q3. Which mode has motivated your purchase for the particular brand?
a) Newspaper b) Television
b) Family and friends d) Others
Newspaper 33
television 26
Family and friends 19
others 22
22%
33%
newspaper
television
family and friends
19% other
26%
As per this study suggested that 33% of people are aware of the outlet from the
newspaper,26% people are aware from television,19%people are aware of different
promotional activities from the family and friends and 19% people said that they are
motivated to purchase from the outlet from other outlets.
69
Q4. Are you satisfied with the current purchase?
Fully Satisfied Somewhat Satisfied Not Satisfied
57 33 10
Sales
fully satisfied somewhat satisfied not satisfied
10%
33%
57%
As per this study suggested that 57% people are satisfied with there purchase where 33%
of people are not fully satisfied with there purchase and 10% of people are not satisfied
with there purchase.
70
Q5. From Which retail store you purchase in future and why?
V-MART 33
Vishal Mega Mart 54
other 13
V-MART VISHAL MM OTHER
13%
33%
54%
As per the study suggested that 54% of people will go with Vishal mega mart in future and
33% of people will go with V-mart and 13% of people prefer other outlets in future.
71
Q.6. In the following scale how do you rate V-MART and Vishal Mega Mart on following
parameters? (1=excellent,2=v. good,3=good,4=average,5=poor)
Brands excellent V good good average poor
1 V-MART 40 12 26 20 2
VISHAL
2 MM 52 18 21 8 1
60
50
40
30
20
10
0
V-MART VISHAL MEGA MART
EXCELLENT 40 52
VGOOD 12 18
GOOD 26 21
AVERAGE 20 8
POOR 2 3
As per the study suggested that people are more satisfied with the vishal mega mart retail
outlet then V-mart.
72
Q.7.What you liked about that showroom?
Particulars Brands V.Good Good Average Poor V.Poor
V-Mart 70 10 18 1 1
1. Reach of outlet Vishal

Mega 75 14 10 1 -
Mart
V-Mart 55 22 19 4 -
Availability of Vishal
2.
Designs Mega 69 27 4 - -
Mart
V-Mart 4 18 22 35 21
3. Parking area Vishal

Mega 34 47 18 1 -
Mart
V-Mart 29 31 32 8 -
Special offers like

4. Vishal
discounts.
Mega 55 33 11 1 -
Mart
V-MART 64 16 20 - -
Behavior/helpfulness
5. Vishal
Of staff Mega 70 16 14 - -
Mart
73
80
80
70
70
60 60
50 50
40 40
30 30
20 20
10 10
0 0
VISHAL MEGA VISHAL MEGA
V-MART V-MART
MART MART
v.good 70 75 v.good 55 69
good 10 14 good 22 27
average 18 10 average 19 4
poor 1 1 poor 4
v.poor 1 1 v.poor
Reach of outlet Availability of design
50 60
45
40 50
35 40
30
25 30
20
15 20
10 10
5
0 0
VISHAL MEGA VISHAL MEGA
V-MART V-MART
MART MART
v.good 4 34 v.good 29 55
good 18 47 good 31 33
average 22 18 average 32 11
poor 35 1 poor 8 1
v.poor 21 v.poor
Parking area special offers like discounts
74
80
70
60
50
40
30
20
10
0
V-MART VISHAL MEGA MART
v.good 64 70
good 16 16
average 20 10
poor
v.poor
Behaviour/helpfulness of staff
As per the study suggested that mostly customers of vishal mega mart are much more
satisfied with the different services provided to them where customer are not fully satisfied
by the services provided by V-mart like less parking area in comparision with parking
space provided by vishal mega mart.
75
9.2.Findings
 As per this study suggested that Vishal Mega Mart is still has market leadership in
LUCKNOW(nakkhas market) because 43% of the people say they prefer Vishal
Mega Mart.34% of the people say they prefer v-mart for shopping while 23%
people say they prefer other retail outlet for good shopping experience.
 As per this study suggested that 43% people are using vishal mega mart and 34%
people say they use v-mart retail outlet for shopping while 23% people say they
prefer other outlets for shopping.
 As per this study suggested that 33% of people are aware of the outlet from the
newspaper,26% people are aware from television,19%people are aware of different
promotional activities from the family and friends and 19% people said that they
are motivated to purchase from the outlet from other outlets.
 As per this study suggested that 57% people are satisfied with there purchase where
33% of people are not fully satisfied with there purchase and 10% of people are not
satisfied with there purchase.
 As per the study suggested that people are more satisfied with the vishal mega mart
retail outlet then V-mart.
 As per the study suggested that 54% of people will go with Vishal mega mart in
future and 33% of people will go with V-mart and 13% of people prefer other
outlets in future.
 As per the study suggested that mostly customers of vishal mega mart are much
more satisfied with the different services provided to them where customer are not
fully satisfied by the services provided by V-mart like less parking area in
comparision with parking space provided by vishal mega mart.
76
9.3. CONCLUSION
In the research we found that Indian retail industry is very complicated in nature because
the taste and preferences of the customers vary a lot in nature. The customers are very
choosy in nature; they are not ready to compromise with their requirements. The
customers have lots of option related to the choices. There are many competitors in the
retail industry. So the sales and promotion activity of the company is the only tool to
attract the customers.
On the basis of different aspects of comparative analysis of both the

retail store V-Mart and Vishal Mega Mart it’s found that mostly above 50% of the people
prefer vishal mega mart due to availability of variety, ranges, design and many other
aspects.V-mart have different variety of products of different ranges for different age
group but is not able o develop good marketing image of there brand in customer mind.
But still the customers face some complaints such as:
 Low variety of products are available only and customization of products is not
there.
 Prices are not mentioned at all places and at all products.
 Prices are not competitive as they are assumed to be higher when consumers are
visiting other retail outlets.
 Lack of space in the store while shopping and moving within a store.
 There is a long delay at the billing payment counter mainly because of less number
of billing machine.
 TO work effectively in the market and face the

challenges in the current marketing situation organization must have to adopt a
very efficient and good MARKETING STRATEGY.
77
9.4 SUGGESTIONS AND RECOMMENDATIONS
 Company should try to increase publicity in and around 0-10 kms of V- Mart with
the help of different modes like local FM radio, print media, and posters especially
when there are special schemes for customers.
 V- Mart and Vishal Mega Mart should introduce various schemes periodically, say
once in forth nightly.
 It is suggested that the company should adopt aggressive marketing campaigning

and advertising during times of seasonal bulk items like wheat, oil, ghee, spices etc.
and provide fair discounts on bulk purchase.
 From the consumer perception evaluation of the store and services it is recommend
that store should maintain the quality level in each categories of product.
 Making stalls in corporate mela’s like trade fair, maybe beneficial to create brand
image of its product
 Company should provide regular training to their staff and aware him with the
modern technique of selling and customer dealing.
 A special discount may be given on purchases exceeding certain limits.
 There should be more number of billing machines at the billing counter..
 Constant reminder of discounts through pamphlets, speakers inside the store for
inducing consumers for impulse buying.
 Proper advertisement in press and outdoor to make V- Mart should be visible in the
eyes of consumers.
 Customer care service can be introduced.
 More branded products can be displayed in the store as people still prefer branded
clothes than offered by local vendors.
 Customization of clothing should be given an important consideration.
 Should provide more festival schemes and at proper time.
78
9.5. LIMITATIONS 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.
These limitations are as follows
 LIMITATION OF DATA
The 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.
 LIMITATION OF TIME
The 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 unexplored. Locating the target
customers is very time consuming. Research period is not just much enough to know fully
about the Price strategies & consumers perception about V-Mart.
 INHIBITIONS OF THE RESPONDENTS
The respondents did not reply the question with precision as they were busy with their own
work or they were not interested in taking part in such a research. Employees sometimes
feel hesitated while telling about their view about their marketing strategies.
Other Limitations are:-
 Sample size is limited due to the limited period allocated for the survey.
 Getting accurate responses from the respondents due to their inherent problem is
difficult. They may be partial or refuse to cooperate.
 Respondents may not be interested to give the data.
 Sometime respondents are not taking interest in such type of surveys therefore there
is chance that they might be giving wrong information.
 The respondents are free from all barriers so he/she can give his/her opinion which
may not be true in many occasions.
79
10.BIBLIOGRAPHY
 V-Mart prospectus.
 Csr report, reviews.
 Journals etc.
 www.myvishal.com
 www.vmart.co.in
80
ANNEXURE
81
QUESTIONNAIRE
Q1. Which retail market comes to your mind when you think of shopping ?
V-MART
VISHAL MEGA MART
OTHER
Q2. Which retail store do you use at present?
V-MART
VISHAL MEGA MART
OTHER
Q3. Which mode has motivated your purchase for the particular brand?
Newspaper
television
Family and friends
others
Q4. Are you satisfied with the current purchase?
Q5. From Which retail store you purchase in future and why?
A -V-MART B-VISHAL MEGA MART C-OTHER
82
Q.6. In the following scale how do you rate V-MART and Vishal Mega Mart on following
parameters? (1=excellent,2=v. good,3=good,4=average,5=poor)
Brands excellent V good good average poor
1 V-MART
2 VISHAL MM
Q.7.What you liked about that showroom?
Particulars Brands V.Good Good Average Poor V.Poor
V-Mart
Reach of outlet
Vishal MM
V-Mart
Availability of Designs
Vishal MM
V-Mart
Parking area
Vishal MM
Special offers like V-Mart

discounts. Vishal MM
Behavior/helpfulness V-MART
Of staff Vishal mm
83

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DISSERTATION PROJECT REPORT ON

“MARKETING STRATEGY OF V-MART AND VISHAL MEGA MART :- A

MASTER OF BUSINESS ADMINISTRATION

Under The Guidance Of- Submitted By-

Dr.Adeel Maqbool Amaan Khan, MBA- IV Sem

(ASSOCIATE PROF.) (Integral University, Lucknow)

DEPT.OF BUSINESS MANAGEMENT

Department of Business Management

Faculty of Management & Research

INTEGRAL UNIVERSITY, KURSI ROAD, LUCKNOW

I hereby declare that study of

I hereby declare that

I would like to express my

V-MART have established stores in Metro, Tier-I, Tier-II and Tier-III

Vishal Mega Mart is India’s largest Fashion-led

The title of the project is “ MARKETING STRATEGY OF V-MART AND VISHAL

This assistance and help received during the investigation

FACULTY OF MANAGEMENT & RESEARCH

INTEGRAL UNIVERSITY, LUCKNOW

S. NO. TOPIC PAGE NO.

7.1BRIEF PROFILE OF THE 9-16

7.11 VISHAL PRODUCTS 37

7.12 VISION AND MISSION 38-42

8.1 OBJECTIVE OF RESEARCH 64

11. ANNEXURE 81-83

7.1 BRIEF PROFILE OF COMPANY

V-MART PVT LTD

Maiden store Ahmedabad

Products Apparels, Non Apparels,

Key People LALIT AGARWAL,

Punchline ‘Sabse sasta,Sabse Acha’

Retail Space 8.20 Thousand Sq Mtr

Advantage tier II & tier III cities

Currently 108 outlets

V-MART have 108 stores across 91 cities in 12 states and

V-MART Business Verticals

V-MART business can be classified in three business verticals:

V-MART apparels business vertical includes the following

The Home Mart division consists of the following segments :

V-MART Kirana Bazaar business vertical, includes the following segments:

2002 • Incorporated as Varin Commercial

2003 • Opened its maiden store in the state of

• Opened its maiden store

2006 Mart RetailPrivate Limited.

• Converted into a public limited company.

2008 • Investment in Equity Shares by Naman Finance, a part of the

2011 • Achieved a turnover of over H2,000 million inFiscal 2011.

• Declared a dividend of 4 per cent for fiscal 2012.

2012 • Stores extended to more than 50 cities. 153,252 ESOPs

2014 •Strengthened supply chain, capability building and investment in

7.2. VISION /MISSION OF COMPANY

Vision statement of V-MART

“Create value and make our ecosystem proud”

To uphold and contribute to the realization of a sustainable society by balancing our

Mission statement of V-MART

• Care for customer aspirations

• Discover and nurture talent

• Sustain ethical growth

• Harness vendor relationships