ORIENTAL INSTITUTE OF MANAGEMENT

PROJECT ON

RETAIL MANAGEMENT

OUTLET: MORE RETAIL

SUBMITTED TO: PROF ASHWIN KHER

SUBMITTED BY: ANSARI FAIZAN 7901

GIRISH DIVEDI 7906

AFROZ SOYAN 7954

DATE: 25TH SEPTEMBER 2008

 ACKNOWLEDGMENT

We have done our project on MORE retail shop in koperkhraine.

We would firstly like to thank our respected Prof Ashwin Khair for giving
us this opportunity which has helped us & guided in every way to get the
best possible knowledge about retail.

We would also like to thank the management of MORE retail outlet who
have cooperated with us & helped us in completion of our project.
OBJECTIVE

The objective of MORE is to provide better service and quality product to

their customer.

MISSION OF MORE

Our mission is to change the way people shop; we will give them “more”.

ABOUT THE SHOP

ADITYA BIRLA GROUPS “MORE” outlet is located in Koparkhairane which

serves consumers from morning 9 am to evening 9 pm.

Outlet is spread over the area of 2460 sq ft. It also has free space outside the outlet. Outlet is
near Koparkhairane station and is in between the main residential area.

The colour of the walls here is white and orange which gives a pleasing experience to the
visitor.

There is one watchman on the gate who does the checking of the bags and arranges them on
the shelf.

There are two billing counters for the billing procedure to take place.

Outlet is divided in two sections, on the right hand side they have three walking spaces with 2
shelves which have four sides.

On the left hand side they keep all vegetables, fruits and cold drinks.

Conversion, how many customer come and shop for e.g. number of bill / number of customer
* 100.

These indicates 98 luggage from 100 customer.

Ticket size suppose 4000 bill 1000 bill. They have lowest ticket size bill.
QUESTION ASKED TO THE ASSISTANT STORE MANAGER
(ASM)

Q1.How do you define your target customer?

Ans. We don’t target customer and do not segment them because FMCG product is for all and
this is open for all types of customers.

Q2. How do you try to communicate to your customer?

Ans. basically we are doing lot of promotions and many programmes for attracting customer.
One is LOYALTY programme which we call the CLUB MORE CARD.

We create loyalty among customers. For customers loyalty we have a program called CLUB
MORE. Before billing we pitch the customers for CLUB MORE CARD. We register the
name and address of the customers. After becoming a member they get one point on each
purchase of Rs.10. All the points are summated together till it becomes 500 points. Customers
get special gifts, prices or discounts on these. Customers can also redeem their 500 points
with cash discount of Rs 25. Redemption has been started in Pune and is shortly to start in
Mumbai.

Another benefit for the CLUB MORE CARD holder is that we have started SPECIAL
RACKS system. SPECIAL RACKS consist of several products of FMCG, ELECTRONIC
GOODS, APPARELS ETC which only a CLUB MORE CARD holder can purchase at very
discountable price.

MORE does not have fix marketing strategy. To increase their sales they use different
marketing strategies for different period of time such as

DAYS OFFER - On Wednesday there will be discount on fruits and vegetables.

MONTHLY OFFERS - Buy one get one, flat 50% off, combo offers etc.
OCCASSION OFFERS - Discount on product belonging to that occasion.

FESTIVAL OFFERS - Discount on product belonging to that festival.

All these above offers are printed on pamphlets and are distributed to that limited areas
nearby outlet. Even these pamphlets are put in as newspaper inserts. Also pamphlets are
personally placed at the customers doorsteps.

Lucky draw offer

On the 1st anniversary of MORE a lucky draw Housie was done. Offer was only eligible to
the customers who purchased goods worth more than Rs 200. The results were announced on
FM radio. The grand prize was Bolero car, Scooty, Plasma TV etc.

Product & Offers

July ka dhulai offer.

A coupon was provided on purchase of 2kg Henko detergent powder. One coupon was
randomly selected as a winner. The prize was washing machine.

Q3. Looking at the competition what is your offering to your customer for customer
satisfaction.

Ans. We don’t have any competition. We are not considering any other retailer, because we
are providing best facility, best services and best price to our customer.
Q4.What is your method to maintain inventory in your store?

Inventory

Method used by MORE to maintain their inventory is MBQ level - Minimum Base Quantity
or Mass Base Quantity. In this method if 50 qt is sold out of 200 qt then immediately the sold
qt of 50 is maintained.

Q5.What is your outlet’s staff hierarchy?

Posts of employees

SM: STORE MANAGER

ASM: ASSISTANT STORE MANAGERS

CSS: CUSTOMER SERVICE

SEN.CSA: SENIOR CUSTOMER SERVICE ASSOCIATE

CSA: CUSTOMER SERVICE ASSOCIATE

Opening of outlet

Business Development Team decides where, why and how to open a new outlet.
Mostly they decide to open at the residential area or high class society.

Convenience

MORE is using the same strategy as WALL MART. The strategy is that in area of
every 2 km there must be an outlet of MORE.
OUR OBSERVATION

Colour of the wall is white and orange.

Centralised AC has been installed all over the premises of outlet.

AC’s are on time basis. Like 2hr for chocolate section, 2hr for household section and
likewise. AC’s was continuous on at the section of fruits and vegetable.

Flooring was of a white granite stone. Floor was very clean and was not slippery.

At vegetable section there was carry bag roll. If consumer wants vegetable, the CSA
pull out one carry bag from the roll and put the vegetables in the bag. It becomes
convenient for customer and CSA too.

Mirrors are displayed at the upper side of vegetables and fruits rack to see the upper
image of vegetables and fruits they had placed.

Product placement

Product placement was divided into four sections:

These below mentioned things is hanging on the selling and mentioned where product
is actually kept.

1] pickles/chutneys

Health drinks

Tea

Biscuits

2] break fast cereals

Ready to eat
 Canned food

Sugar/ salt

3] more- freshness

Skin care

Sanitary needs

More -vale

4]Baby needs

Household cleans

Disposables

More.variety

Walking space was very small. If somebody brings a trolley from front, then the whole
space is blocked.

Some of the products has been placed in middle of the walking space like vim bar and
fry pan.

Some of the inventories were stored in the corner of the outlet itself.

Entrance was very small. They had kept some of the stocks at the entrance and there is
one gate use for entrance and exit.

Frozen items were at one corner and refrigerator was at another corner with frozen
item they kept packet of tea which is not understandable.
Some of the boxes were kept on top of the refrigerator for managing inventory which
is not looking good.

There was only two billing counters. These can create a problem when there will be
rush and also there is no space for queue.

Brooms were kept next to fruits. As an customer we felt very bad impression.

At one section there was a water leakage on the floor from AC.

Magazines are sold.

No proper arrangements of merchandise every product kept together no special

attention on particular product and also they mix one product in to another.

Product placement was very unorganised. Like chocolates were kept next to fruits.

Without any offer they were keep fruit with fry pan.

Many things was unorganised like socks, towel and hot pot.

Manager office: there is only one fan no ac because they are doing cost cutting.

One computer, printer, phone, many drawer and shelve, target boar, mike system,
locker, main switch boar.

Negative point we come to know about CLUB MORE CARD was that retailers gives
them expired goods.

Feed back form for customer complaint and suggestion.

Shop not in the good condition they are doing cost cutting like decreasing the employee and
not running ac all time.

Bar coat system not mentioned offer when offer is there this is make bad impact on customer
mind.
OUR OWN ANALYSIS

Our own analysis regarding to shop are as followe.

First of all there are lots of inventory in the shop wich is really hard job to maintain it in
proper manner company keep sending inventory without thinking capacity about the shop so
there is no fault of manager to keep product unorganise for making shop organised manager
keeping some invwntory in his office which is very bad,some where they also done many
mistake for managing the shop like tea, chocolate, magazine, apperal etc are not keeping
properly and these thing give wrong message to the customer that shop doent have any
standard.hey are using some FX fenal for cleaning the floor which is very limited and that aso
provided by vendor.

The main problem which we saw was company send some inventory which had some damags
around 3000 rupees and vendor not ready to take bck taht goods we asked to the manager
about that but he dint answear us.

The were telling us thire main service that was providing one to one service to the customer
suppose when any customer come in the shop than one of employee assessing him but we
find that was very irritating for some of customer.

Over all branch manager and remaining employee was very hard worker they love to their
work and maintain proper communication between them they feel proud to work with aditya
birla more.
IF WE WILL BE THE MANAGER

If we will be the manager first of all will stop the QMB inventory system which is makes non
sense becuse of that manager has to maintain un nessesary inventory,

Second thing about the offer some time offer is there but bar coat not showing it this is very
embaracing situation, we will not bothered about bar coat for the offer we directly provide to
customer.

Last thing will using the free space outside the shop there is empty place outside the shop
which we will use for increasing the customer like will srart food stalls for attracting more
customer towards the more
CONCLUSION

We have learned a lot from this project. After this project we have a fair knowledge about
retail management. This project has helped us a lot to know about the various aspects
concerned with retail field which people rarely know about like marketing strategies,
promotions activities involved, inventory management, customer relations, method of
advertisement, services etc.

Most importantly after this project we are able to easily understand several segments of
retailing and also our observation skill has increased because we have observed many aspects
during our project like the area of retail shop, design of outlet, method of stock keeping,
promotional activities involved and also the problems faced in this field.

Lastly we would like to thank the management of MORE outlets for their cooperation and
support without which this would not have been possible and successful.

Also we would like to thank our Prof who gave us this golden opportunity which has proved
to be very helpful and will guide us throughout our career.