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MOON Shopping Mall

Moon Shopping Mall is a cash & carry store located in Wah Cantt, Pakistan that aims to provide items at the lowest possible prices. It offers a wide range of international and domestic products across many categories. The store has a large layout with sections dedicated to specific product types. It targets upper and middle income customers, especially women, through an everyday low pricing strategy and promotions. The marketing strategy focuses on customer service, cleanliness, and competitive prices to build loyalty.

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sara khan
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141 views

MOON Shopping Mall

Moon Shopping Mall is a cash & carry store located in Wah Cantt, Pakistan that aims to provide items at the lowest possible prices. It offers a wide range of international and domestic products across many categories. The store has a large layout with sections dedicated to specific product types. It targets upper and middle income customers, especially women, through an everyday low pricing strategy and promotions. The marketing strategy focuses on customer service, cleanliness, and competitive prices to build loyalty.

Uploaded by

sara khan
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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ANALYSIS OF CASH &

CARRY
MARKETING MANAGEMENT
VISIT TO A DEPARTMENTAL STORE
“Visited a departmental store nearby to study and report on the functioning of store or a shop”

MOON SHOPPING MALL:


MISSION:
To be the cash & carry providing items at lowest possible price to the customers.

VISION:
It is our continuous endeavour to investigate, identify and make available new product
categories for customer’s everyday use and at the best values than anybody else. We provide
international brands too for customer’s convenience.

LOCATION:
 Situated at G.T road near New City Phase 2, Wah Cantt since 10 years.
 As it is on G.T road so it is easy to access from every side and it has its own huge parking
which makes it easy for the customers to do grocery and shift things from cart to car.
 This area has a lot of potential for customers and there low rates attract customers a
lot.
 The mart is clearly visible from road. The lighting and its infrastructure makes it
prominent as well.
 There is also a playing area for children in the parking region with their ice-cream
corner, garments store and fruit/vegetable shop. It makes it easy for the parents to do
grocery while their children play outside.
 They have their own security which is another reason for customer preference.

LAYOUT:
 The mall covers a large area so all the things are present at the ground floor.
 When you enter in the mall, on the left there are all spices and kitchen goods and on the
extreme right there is a whole huge corner for cosmetics and body shop.
 All the products are arranged according to the ease of customers. All the products from
same genre are present on the same side.
 The vegetable and fruit counter is outside the main area.
 There is bakery and sweet shop inside the mall named as “PALACE Sweets & Bakers”
which according to the owner is placed there on customers’ demand.
 There is a garment shop beside the entrance gate and there is also an ice-cream corner
where you can get ice-cream scoops, ice-cream rolls etc.
 Kitchenware and house appliances occupy a huge corner at the end of the mart.
 There is a huge corner for home appliances and all sort of electronic goods.
 Suitcases from famous brands also occupy some space.
 There is also a corner occupied by the bed sheets, curtains and other related stuff.
EXTERIOR DESIGN:
 Certain refreshments stalls for shoppers to enjoy 9including the ice-cream corner).
 Security personnel are employed to check visitors with metal detectors for security
purposes.
 There is one door for entry and one for exit.
 There is a beautiful playing area.
 There is a corner for offering prayers too.
 It has its own car parking area.
 All the carts are present at the front door and the employees take them back to the
front door soon after the customers unload them at the exit.
 They’ve really cute small carts for kids which attracts them to shop for themselves by
taking those small carts inside the mart.

TARGET MARKET:
 Upper/middle income groups
 Kids
 Value conscious
 Variety seeking people
 Customers who want to buy everything under the same roof.
 Women (because they’ve a huge portion occupied by cosmetics, perfumes,
jewellery, etc)
CATEGORY OF PRODUCTS:
 Fruits and vegetables.
 Beverages
 Frozen foods
 Dairy products
 Personal and home care
 All types of FMCG
 Footwear
 Kitchenware
 Electronic goods
 Bakers and sweets
 Fashion accessories
 Cosmetics
 Toys
 Gift articles
 Garments
 Stationary
 Home décor

PRICING:
 The prices offered are economical in MSM.
 Everyday low pricing strategy is followed.
 It offers products on much lower prices than its competitors.
 The prices are always less than the prices by competitors.
 Packages are provided for each festival.

PLACE:
 It has only one branch located in Wah Cantt.
 Strong distribution channel and has certain partnership with different brands.
 Includes manufacturers, retailers and wholesalers.

ADVERTISING AND PROMOTION:


 Flyers all over the city
 Advertisements
 Bill boards
 Ads on local cable channels
 Personal selling
 Discounts offered during festive seasons.
 Packages introduced during festivals.
 Word-of-mouth publicity
PLACEMENT OF SHELVES:
The retailers tend to reserve the upper shelves for top brands (typically the most profitable
products), while reserving the lower shelves for cheaper products. There are 6 horizontal and
2 vertical zones in each shelf. Mostly a whole rack is occupied by profitable brands and less
profitable brands are given small spaces.
As eye level is buy level so, MSM has used this strategy. Top brands are positioned at eye
level to maximize sales.
Straight store layout is used by MSM because everything is present on the same floor and
they’ve maximum space to display all the products.
1. Groceries and general merchandise are placed at separate side for easy access to
customers.They have put most consumable goods such as flour, rice, sugar, tissues at
the extreme left corner and at front.
2. Seasonal merchandise and small high margin items in the middle columns (in front of
the entrance) such as chocolates, candy, biscuits, shampoos, soaps etc.
3. Stationary items, cold storage, frozen foods, gift packings are placed at the end in a
whole good line from start till end with the cash counter
4. Fashion accessories such as jewellery, bags, perfumes, watches are at the right corner
with the cosmetics.
5. At the end of MSM home decor is placed. To the right of this, there are kitchenware
items and dinner sets of imported quality.
6. At the back, there are home appliances placed.
7. There is a separate section for garments, fruits/vegetables and ice-cream.
8. The bakery is present in the middle of the mart where the FMCGs end and
kitchenware starts.
Products such as chocolates, biscuits, candies, stationary items etc. are placed at touch level
for kids.
Heavy products are placed at stoop level for safety purposes and cheap products(not
preferred much by customers) are placed at lower level because people don’t like to bend
down.

MARKETING STRATEGY:
 They have provided good services to customer’s i-e customer relationship
management.
 Neat and clean surroundings.
 Have a safe and secure environment.
 Sufficient staff to attend to their needs.
 Discount offers for promotion.
 All brands available at right time.
 Never compromised on quality.
 Provide almost all the international brands.
 Treat customers as a part of team.
 Good location for easy access

SWOT ANALYSIS:
STRENGTHS:

 Low price/competitive price


 Good image as a retail store
 Situated as prime location.
 People trust this brand a lot.
WEAKNESSESS:

 Focus on certain places.


 Low brand loyalty.
OPPORTUNITIES:

 Booming retail sector.


 Limited presence in suburbs.
THREATS:
 Presence of competitors
 Online retailers.

COMPETITORS:
 Gelani mart
 Marina shopping mart
 A2Z Mega Mart
 Other departmental stores

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