This document analyzes DMart's current positioning and customers, and proposes ways to target an emerging affluent customer segment. It identifies DMart's current customers as value-conscious and price-sensitive. Competitors use effective promotional campaigns. The document recommends positioning DMart as focusing on "smart purchases" and "bigger savings, better life" to target time-starved, achievers aged 25-50 in metropolitan and tier 1/2/3 cities. It proposes a digital, OOH, and broadcast advertising campaign using the agency Xebec to spread awareness, enhance image, and strengthen brand associations of value and quality.

2. THE STORY SO FAR..
Founded on May 2002 by Radhakishan Damani,
under Avenue supermarts ltd.
132 Stores across India.
53% revenues from food and grocery items &
21% from other fmcg products.
Best in industry CAGR (40%)
Best inventory turnover (14.18)
Product prices 5-6% lower than all listed
competitors.
Our secret “Doing small things repeatedly &
consistently”
Positioning gives cues of “cheap/cheapest
products”
Expansion is a challenge with current positioning

3. THE ANALYSIS (Customers)
CURRENT CUSTOMERS:
• Value conscious.
• First time consumers.
• Price sensitive.
• Promotions sensitive.
• Content with no frills setup and
limited choice.
• Deals, promotions, word of
mouth KPI.

4. COMPETITORS
Highly competitive space.
Competitors strive for cost
leadership.
Festivity based promotional
campaigns (Big Bazaar
Ganpathi, #dildar Diwali)
Affective message strategy
used for promotions by Big
Bazaar, Reliance fresh.
Informative communications
used by online competitors
and small scale retailers.

5. COMMUNICATIONS
Catalogue/pamphlet based
communications.
Regionally focused promotions.
Informative pamphlets,
catalogues placed between
regional newspaper and e-
newspapers.
Absence of any Pan India brand
promotions.
Focus on “daily discounts”
Minimum focus on design,

6. OPPORTUNITY ANALYSIS
“Emerging affluent middle
class”
• Expected to be
responsible for almost
34% of retail
consumption by 2025
(BCG)
• Essential to locate and
target this segment.

7. THE TARGET MARKET
• Emerging affluent
• Rurban
• Time starved
• Achievers
• Experiencers
• Affluent, Aspirers.
• Age 25- 50.
• Metropolitan,Tier 1, Tier
2 & Tier 3 cities.
GEO. DEMO
BEHAV.
PSYCH.
(VALS)

8. THE POSITIONING
Value-Based
Positioning.
Focus on ‘smart
purchases’.
Positioning statements
“Buy Smart, Save Big”
‘Bigger Savings, Better
Life”

9. DAGMAR
Awareness is low especially in Metropolitan and Tier 1 cities.
Customers are aware of the “cheap/low price” cues but need to be
informed about the “value based positioning”
Establish a superior brand promise “quality is our default, price is our
effort”
Motivate our target segment to make purchase decisions, using the
“smart purchase” and “better life” positioning.

10. OBJECTIVES
Spread Brand
Awareness
Enhance Brand Image
Strengthen Brand
Associations (Smart
purchase, value)

11. BUDGET
Objective and Task Approach

12. ADVERTISING AGENCY
XEBEC - Full service agency.

13. ADVERTISING APPEAL
Music
Rationality
Emotional

14. MESSAGE STRATEGY
Pre-emptive messages
Emotional Advertising
Comfort Advertising

15. EXECUTIONAL
FRAMEWORK
Slice of Life
Fantasy

16. MEANS-END CHAIN
Smart & value for
money
purchases,
Presence across
cities
Better
standard of
life,Bigger
savings
Less Search
Cost , High
Reliability ,
High
Assurance
Happiness,
Wisdom,
comfortable
life,Happy
Life
High Social
Acceptance
Self
Fulfillment

17. Media class
OBJECTIVE
Spreading Brand Awareness
Enhancing Brand Image
Strengthen Brand
Associations (Value, Made in
India, Quality)
Class
Digital(#HumansofDMart
(Twitter, Facebook,
Instagram))
OoH(Billboard/Pamphlet
Poster (Buy Smart, Save Big)
E-City flyover, Kanakapura
road, Banerghatta main road
(Jayanagar),HAL Old airport
road, Begur Main Road.)
Broadcast (Video Campaign
(Youtube, Television))

18. PRESS RELEASE

19. #Humans of DMart

20. ATTENTION – TARGET MARKET
INTEREST
DESIRE
ACTION

21. Media Vehicle
YouTube page DMart will be created.
Video will be advertised through YouTube, Hotstar,
Amazon Prime.
Television channels
• TV9 News ( 8 pm - 9pm slot)
• Colors Kannada ( 8pm – 9pm slot)
LINK : (PASTE LINK HERE)