A STUDY ON

Marketing Strategy of V-MART

AMAAN KHAN
 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

 Overview of V-MART
First incorporated as Varin Commercial Private Limited under
the Companies Act in 2002 in West Bengal. Then in 2003,
V-MART opened maiden store in Ahmadabad (Gujarat).

In the Year 2004 V-MART opened first store in capital city, New
Delhi. Further in 2006 V-MART crossed 1 lac sq.ft. retail space.

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 INR As the time passes by V-MART 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, V-MART achieved a turnover of over
INR 2,000 million in 2011-12 In the Year 2015 V-MART crossed
the retail space of 8.20 Thousand Sq. Mtrs.
 V-Mart is a complete family fashion store that provides its
customers true value for their money.

V-MART offer 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. Our stores cater to the needs of the entire family altogether by
offering apparels, general merchandise and kirana goods.

V-MART has 108 stores across 91 cities in 12 states and union territories, with a
total retail area of 8.82 Lac sq.ft (8.20 Thousand Sq Mtr.). V-MART stores are located
in prime states/cities such as Bihar, Chandigarh, Gujarat, Haryana, Jammu & Kashmir,
Madhya Pradesh, New Delhi, Punjab, Rajasthan, Uttarakhand and Uttar Pradesh. We
are amongst the pioneers in setting up modern ambience stores or large retail malls
across various small towns and cities like including Sultanpur,Faizabad,Ujjain,Motihari
and more.
 PRODUCTs
• Apparels = Private Labels + other
• Non- Apparels= Other
• FMCG= Private + Other
Trying to increase the proportion of Private Labels
in FMCG
 Toys &
Apparels Footwear Lifestyle
Games

Men's Wear Time Zone Soft Toys

Boys
Ladies
Men's Board Games
Accessories
Accessories
Ladies
Infants Dolls
Optical
Women Infant Toys
Girls
Gifts &
Novelties Cycles &
Kids Boys
Scooters
Men Perfumes
Kids Girls Video Games
 Travel Kirana
Home
Stationeries bazaar's
Accessories collection
Furnishing

biscuits Bed sheet

School Vanity Cases
Fruit juice
Hair oil Mat
Party Stuff Shoulder Bags Soap
Cushion cover
Atta
Office Executive Bags Masala Cup and plates
Rice
Cup sets
Paper Mart School Bags Tooth paste
Energy drinks Tray
Liquid antiseptic
Diaries Suitcases Bowl
Shampoo
 Board of director

Chairman and Managing Director

Director Senior VP
Director CFO
procuremen Operation General
procurement
t-Apparel and Manager
-General
and private Marketing IT
Merchandise
labels

VP
Strategic Company
V-MART ORGANISATIONAL Planning and Secretary
STRUCTURE HR
 EVENTS
• Company was incorporated as VARIN COMMERCIAL PRIVATE
2002 LIMITED

2003 • Open maiden store in the state of Gujrat.

2004 • Open maiden store in NEW DELHI

• Changed our name from Varin Commercial Private Limited to V-

2006 Mart Retail Private Limited

• Converted into a public limited company from V-Mart Retail Private

2008 Limited to V-mart Retail Limited

2011 • Achieved a turnover of over ` 2,000 million in Fiscal 2011

2012 • Crossed an aggregate of 500,000 square feet of retail space

 Marketing strategy of V-MART
 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.
Hiring people with disability by
joining hand with SARTAK
 Objectives
To know the strategy adopted by V-MART in the current
retail marketing environment.
To have a proper understanding and analysis of V-MART
To know the marketing strategies that V-MART adopted to
make a good relationship with its customers.
To know the people perceptions towards V-MART.
To evaluate the recent trends of Indian retail industry in
order to come out with prospects for India’s one of leading
retail chains V-MART.
 RESEARCH METHEDOLOGY
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
Secondary data-
www.vmart.co.in
Newspaper, journals.
QUESTION 1:- How do you know
about V –Mart ?
31

25
23
19

TV Hoarding Newspaper friends Net

QUESTION 2 :- How often do you
come at V- Mart ?
Chart Title
once in a week twice in a week once on a month

49

39

12
 QUESTION 3:- On an average how
much amount of money do you spend
on a visit ?

30 below 500
25 500-1000
20 1000-1500
15 1500-2000

10 above 2000

5
0
QUESTION 4:- What kind of products
do you purchase from V-Mart ?
Chart Title
Apparels Non-Apparels Food Items Home Appliances.

43

35

16

6
 QUESTION 5 :- How would you rate
the following attributes for V-Mart?
Chart Title
90
80
70
60
50
40
30
20
10
0
Ambience Display Location Layout of Store Billing Parking
store operating System area
hours
Very good good Average Poor Very Poor
 QUESTION 6:-Are you aware about
various schemes of V-Mart on regular
Basis?
no of respondent
yes no

41%

59%
QUESTION 7:- What excites you most
for shopping at V-Mart ?
No. of respondents

61

18
12
3 4 2
More Branded Discounts Better Buy 1 get 1 Returns and
Variety products on custore free exchange
service
 Findings
It is found that 31% of the people came to know about V-Mart through newspaper.

It is found that consumer attitude towards frequency of visit seems that 49% of majority
consumers prefer to visit the store Once in a week.

The main selling area of V-Mart is Garments and Food.

The analysis shows that 26% of people spend Rs. 1000-1500 on a visit at V-Mart
whereas 24% of respondents said that they spend BELOW 500, Only 17% of customers spend
above 2000 on a visit at V-Mart.

41% of the total number of respondents said that they are not aware of different
schemes provided by V-Mart and remaining 59% said that they are aware of different schemes.

Majority of respondent’s said that discount on ,buy 1 get 1 free and more variety offer
on products excites them most for shopping at V-Mart.

Mostly all the respondent are not satisfied with the parking facility available at V-MART
,Faizabad store.
 Suggestion
Company should try to increase publicity in and around 0-10 kms of V-MART with the help of
different medias like local FM radio, print media, and posters especially when there are special
schemes for customers.

V-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.

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.
Should enlarge the parking area
 Limitations
 Limitation of data.
 Limitation of time.
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.
 CONCLUSION
In the research I 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.
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.
BIBLIOGRAPHY
THANK YOU