More More is a pan-India retail chain operated by the Aditya Birla Group company, Aditya Birla Retail Ltd.

[1][2] Currently it has 540 supermarkets and nine hypermarkets across the country. It plans to increase it to 1,300 supermarkets and 65 hypermarkets respectively by 2016

Aditya Birla Retail Limited, is the retail arm of Aditya Birla Group, a USD 28 billion Corporation. The Company ventured into food and grocery retail sector in 2007 with the acquisition of a south based supermarket chain. Subsequently Aditya Birla Retail Limited. Expanded its presence across the country under the brand "more." with 2 formats Supermarket & Hypermarket. Aditya Birla Retail Limited currently has an employee strength of over 11,000.

Supermarket more. Located in neighborhoods, it sells a range of fresh fruits & vegetables, groceries, personal care, home care, general merchandise & a basic range of apparels. Currently, there are over 600 more. Supermarkets across the country.

Hypermarket more.MEGASTORE It sells a range of products across fruits and vegetables, groceries, FMCG products. more.MEGASTORE also has a strong emphasis on general merchandise, apparels & CDIT.

Currently, thirteen hypermarkets operate under the brand more.MEGASTORE in Mysore, Vadodara, Aurangabad, Indore, Bengaluru (3), Mumbai, New Delhi (2), Hyderabad, Nasik and Vashi. Analysis of sales promotion and advertising strategies

Introduction

Sales promotions are action-focused marketing events whose purpose is to have a direct impact on the behavior of the firms customers. There are three major types of sales promotions: consumer promotions, retailer promotions, and trade promotions. Throughout the world, sales promotions offered to consumers are an integral part of the marketing mix for many consumer products. Increasing importance of sales promotions as a percentage of the total advertising and promotional budget and increasing at a rate of 12 percent per year over the last 10 years

. RETAIL CONCEPT The distribution of consumer products begins with the producer and ends at theultimate consumer. Between the producer and the consumer there is a middleman---theretailer, who links the producers and the ultimate consumers.

Retailing is defined as aconclusive set of activities or steps used to sell a product or a service to consumers for their personal or family use. It is responsible for matching individual demands of theconsumer with supplies of all the manufacturers. The word retail is derived from theFrench work retailer , meaning to cut a piece off or to break bulk.A retailer is a person, agent, agency, company, or organization which isinstrumental in reaching the goods, merchandise, or services to the ultimate consumer.Retailers perform specific activities such as anticipating customers wants, developingassortments of products, acquiring market information, and financing. A commonassumption is that retailing involves only the sale of products in stores. However, it alsoincludes the sale of services like those offered at a restaurant, parlour, or by car rentalagencies. The selling need not necessarily take place through a store. Retailingencompasses selling through the mail, the Internet, door-to-door visits--any channel thatcould be used to approach the consumer. When manufacturers like Dell computers selldirectly to the consumer, they also perform the retailing function.Retailing has become such an intrinsic part of our everyday lives that it is oftentaken for granted. The nations that have enjoyed the greatest economic and social progress have been those with a strong retail sector. Why has retailing become such a popular method of conducting business? The answer lies in the benefits a vibrant retailingsector has to offeran easier access to a variety of products, freedom of choice andhigher levels of customer service.As we all know, the ease of entry into retail business results in fierce competitionand better value for customer. To enter retailing is easy and to fail is even easier

.Therefore, in order to survive in retailing, a firm must do a satisfactory job in its primary role i.e., catering to customers. Retailers cost and profit vary depending on their type of operation and major product line. Their profit is usually a small fraction of sales and isgenerally about 9-10%. Retail stores of different sizes face distinct challenges and their sales volume influences business opportunities, merchandise purchase policies, nature or promotion and expense control measures.Over the last decade there have been sweeping changes in the general retailing business. For instance, what was once a strictly made-to-order market for clothing hasnow changed into a ready-to-wear market. Flipping through a catalogue, picking the rightcolour, size, and type of clothing a person wanted to purchase and then waiting to have itsewn and shipped was the standard practice in the earlier days. By the turn of the centurysome retailers set up a storefront where people could browse, while new pieces were being sewn or customized in the back rooms. Almost all retail businesses have undergonea similar transition over the years. CHARACTERISTICS OF RETAILING Retailing can be distinguished in various ways from other businesses such asmanufacturing. Retailing differs from manufacturing in the following ways: There is direct end-user interaction in retailing. In is the only point in the value chain to provide a platform for promotions.

Sales at the retail level are generally in smaller unit sizes. Location is a critical factor in retail business. In most retail businesses services are as important as core products. There are a larger number of retail units compared to other members of the valuechain. This occurs primarily to meet the requirements of geographical coverageand population density

Direct Interaction with Customers Retail businesses have a direct interaction with end-users of goods or services in thevalue chain. They act as intermediaries between end-users and suppliers such aswholesalers or manufacturers. Therefore, they are in a position to effectivelycommunicate the response and changing preferences of the consumers to the suppliers or sales persons of the company. This helps the manufacturers and markets to redefine their product and change the components of its marketing strategy accordingly. Manufacturersrequire a strong retail network both for reach of the product and to obtain a powerful platform for promotions and point-ofpurchase advertising. Realizing the importance of retailing in the entire value chain, many manufacturers have entered into retail business by setting up exclusive stores for their brands. This has not only provided direct contactwith customers, but has also acted as advertisement for the companies and has provided

the manufacturers with bargaining power with respect to other retailers who stocked their product. Retailing provides extensive sales people support for products which areinformation intensive, such as in the case or consumer durables Lower Average Amount of Sales Transaction The average amount of sales transaction at retail point is much less in comparison to theother partners in the value chain. Many consumers buy products in small quantities for household consumption. Due to lower disposable incomes, some consumer segments inIndia even buy grocery items on a daily basis rather than a weekly or a monthly basis.Inventory management becomes a challenge for retailers as a result of the many minor transactions with a large number of customers. Hence, retailers must take care of determining average levels of stock, order levels and the retailer has to keep a tightcontrol on costs associated with each transaction in the selling process. Creditverification, employment of personnel, value-added activities like bagging, gift-wrappingand promotional incentives all add up to the costs. One way to resolve this is for the retailoutlets to be able to attract the maximum possible number of shoppers. Point-of-purchase Display and Promotions A significant relevant chunk of retail sales comes from unplanned or impulse purchases.Studies have shown that shoppers often do not carry a fixed shopping list and pick upmerchandise based on impulsive or situational appeal. Many do not look at ads beforeshopping. Since a lot of retail products are low involvement in nature, impulse purchasesof the shopper is a vital area that every retailer must tap into. Therefore, display, point-of- purchase merchandise, store layou8t and catalogues become important. Impulse goodslike chocolates, snack foods and

magazines can sell much more quickly if they are placedin a high visibility and high traffic location. Larger Number of Retail Business Units Location of retail store plays an important role compared to other business units.Manufacturers decide the location on the basis of availability of factors of productionsand market. Similarly, retailers consider factors like potential demand, supply of merchandise and store image-related factors in locating the retail outlet. The number of operation units in retail is the highest compared to other constituents of the value chain, primarily to meet the needs for geographic reach and customer accessibility. FUNCTIONS OF RETAILING Retailers play a significant role as a conduit between manufacturers, wholesalers,suppliers and consumers. In this context, they perform various functions like sorting, breaking bulk, holding stock, as a channel of communication, storage, advertising andcertain additional services. SORTIONG Manufacturers usually make one or a variety of products and would like to selltheir entire inventory to a few buyers to redu7ce costs. Final consumers, in contrast, prefer a large variety of goods and services to choose from and usually buy them in smallquantities. Retailers are able to balance the demands of both sides, by collection anassortment of goods from different sources, buying them in sufficiently large quantitiesand selling them to consumers in small units.The above process is referred to as the sorting process. Through this process,retailers undertake activities and perform functions that add to the value of the productsand

services sold to the consumer. Supermarkets in the US offer, on and average, 15,000different items from 500 companies. Customers are able to choose from a wide range of designs, sizes and brands from just one location. If each manufacturer had a separatestore for its own products, customers would have to visit several stores to complete their shopping. While all retailers offer an assortment, they specialize in types of assortmentoffered and the market to which the offering is made. Westside provides clothing andaccessories, while a chain like Nilgiris specializes in food and bakery items. ShoppersStop targets the elite urban class, while Pantaloons is targeted at the middle class. BREAKING BULK Breaking bulk is another function performed by retailing. The word retailing isderived from the French word retailer, meaning to cut a piece off. To reducetransportation costs, manufacturers and wholesalers typically ship large cartons of the product, which are then tailored by the retailers into smaller quantities to meet individual consumption needs. HOLDING STOCK Retailers also offer the service of holding stock for the manufacturers. Retailersmaintain an inventory that allows for instant availability of the product to the consumers.It helps to keep prices stable and enables the manufacturer to regulate production.Consumers can keep a small stock of products at home as they know that this can bereplenished by the retailer and can save on inventory carrying costs ADDITIONAL SERVICES

Retailers ease the change in ownership of merchandise by providing services thatmake it convenient to buy and use products. Providing product guarantees, after-salesservice and dealing with consumer complaints are some of the services that add value tothe actual product at the retailers end. Retailers also offer credit and hire-purchasefacilities to the customers to enable them to buy a product now and pay for it later.Retailers fill orders, promptly process, deliver and install products. Salespeople are alsoemployed by retailers to answer queries and provide additional information about thedisplayed products. The display itself allows the consumer to see and test products beforeactual purchase. Retail essentially completes transactions with customers. CHANNEL OF COMMUNICATION Retailers also act as the channel of communication and information between thewholesalers or suppliers and the consumers. From advertisements, salespeople anddisplay, shoppers learn about the characteristics and features of a product or servicesoffered. Manufacturers, in their turn, learn of sales forecasts, delivery delays, andcustomer complaints. The manufacturer can then modify defective or unsatisfactorymerchandise and services. TRANSPORT AND ADVERTISING FUNCTIONS Small manufacturers can use retailers to provide assistance with transport, storage,advertising and pre-payment of merchandise. This also works the other way round in casethe number of retailers is small. The number of functions performed by a particular retailer has a direct relation to the percentage and volume of sales needed to cover boththeir costs and profits.As a result of these functions, retailers are required to perform the following activities ACTIVITIES PERFORMED BY RETAILERS

Retailers undertake various business activities and perform functions that add value to theofferings they make to their target segments. Retailers provide convenient location, stock and appropriate mix of merchandise in suitable packages in accordance with the needs of customers. The four major activities carried out by retailers are 1) Arrange for assortment of offerings 2) Breaking quantity 3) Holding stock 4) Extending service

Project Report On Sales Promotion

This project entitled A study Of Sales Promotion is intended to determine the sales increase, purchasing behaviour of the customer, product, competitor and market potential.

The objective of this project is to identify and focus on the sales promotion of the company and.to accomplish this, a survey was conducted to gather the impartial information about the sales promotion. The study was conducted for the below needs. To improve the sales increase in competitive market. To study the purchasing behaviour of the customer. To study market potential of the company. To improve tools and technique of sales promotion . To study the product competitor.

QUEST. 1. How frequently you visit more store for the purchase of F&V products? a) Dialy b) Twice a Week b) Weekly d) Monthly

2. Your shopping experience of F&V products in more store is always! a) Outstanding b) Good c) Bad b) Excellent d) Average

3. Discounts and offers served here is! a) Outstanding b) Good c) Bad 4. Cleanliness of the area where the products are kept! d) Outstanding e) Good a) Bad 5. Quality and freshness of the F&V products are! a) Outstanding d) Good e) Bad b) Excellent d) Average b) Excellent d) Average b) excellent d) average

6. Availability of products verities according to you! a) Outstanding b) Good f) Bad b) Excellent d) Average

7. Service at our store is of satisfactory level! a) Outstanding b) Good f) Bad b) Excellent d) Average

Analysis