Unveiling DMart's Shopping Secrets
How Avenue Supermarts Limited Masters the Art of Pricing
Are you a savvy shopper always on the lookout for the best deals? If so, then you'll appreciate the insider insights into DMart's pricing strategy that I'm about to share with you.Avenue Supermarts Limited is primarily engaged in the business of organised retail and operates supermarkets under the brand name of DMart.
During a recent visit to DMart, I stumbled upon a fascinating revelation that shed light on how Avenue Supermarts Limited, the company behind DMart, has mastered the art of pricing to attract both cost-conscious consumers and brand-conscious shoppers alike.
Picture this: you're strolling through the aisles of DMart, eyes scanning the shelves for the best deals on disinfectants, detergents, and household essentials. What catches your attention? It's not just the familiar brands vying for your attention; it's the subtle yet effective pricing tactics employed by DMart that truly stand out.
In DMart, the price after discount is called DMart Price. As I compared prices across various categories, from floor cleaners to toilet cleaners, a pattern emerged. In each category, there was one brand with a remarkably low Maximum Retail Price (MRP), coupled with an irresistible discount, making it the clear winner in terms of affordability.
In a similar way when browsing through floor cleaners, torn between well-known brands like Lizol and Nimyle. Suddenly, your eyes land on Sparkle Floral Cleaner, prominently priced at just Rs. 89 while Lizol being priced at Rs.200 for the same quantity.
Even here, The Sparkle floor cleaner, priced at Rs. 89, was significantly less than half the price of Lizol, which was priced at Rs. 200.
But here is where it gets interesting: upon closer inspection of the product labels, I discovered a common thread – all the above brands viz. Force 10 and Sparkle were marketed by Avenue Supermarts Limited.
DMart's pricing prowess doesn't stop there. It extends beyond cleaning products to food items as well. Take, for instance, brand, "Home Chef," which is offers everyday essentials like tomato ketchup at unbeatable prices is marketed by Avenue Supermarts Limited. With tactics like "Buy 1 Get 1 Free," DMart entices shoppers with savings in mind to fill their carts with products marketed by Avenue Supermarts Limited.
Even here, The Sparkle floor cleaner, priced at Rs. 89, was significantly less than half the price of Lizol, which was priced at Rs. 200.
But here is where it gets interesting: upon closer inspection of the product labels, I discovered a common thread – all the above brands viz. Force 10 and Sparkle were marketed by Avenue Supermarts Limited.
Why is Avenue Supermarts Limited marketing these products ?
Harpic enjoys strong brand recognition, thanks to frequent advertisements featuring Akshay Kumar inquiring about toilet cleaner preferences. Whether you're catching up on the news or listening to music, Harpic commercials are hard to miss. Similarly, Lizol too enjoys strong brand recognition.Reckitt Benckiser, the company behind the brands Harpic and Lizol, invests significant resources to ensure that their brand is top-of-mind when it comes to toilet, batroom and floor cleaners. Furthermore, the company is also required to pay a slotting fee to the retailer for the placement of its products on the shelves.
In contrast, Avenue Supermarkets Limited takes a different approach with Force 10 and Sparkle. They also bear similar production costs as Reckitt Benckiser for manufacturing toilet, bathroom, and floor cleaners. However, instead of prioritizing extensive advertising expenditures, they emphasize Force 10 and Sparkle as the most economical choices by strategically placing them alongside products from their own supplier. This sounds to be a classic case of turning your supplier into a competitor. As they operate the retail store themselves, there's no need for them to pay a slotting fee for positioning their products on the shelves. It became evident that DMart had strategically positioned itself as the go-to destination for wallet-friendly shopping.
In contrast, Avenue Supermarkets Limited takes a different approach with Force 10 and Sparkle. They also bear similar production costs as Reckitt Benckiser for manufacturing toilet, bathroom, and floor cleaners. However, instead of prioritizing extensive advertising expenditures, they emphasize Force 10 and Sparkle as the most economical choices by strategically placing them alongside products from their own supplier. This sounds to be a classic case of turning your supplier into a competitor. As they operate the retail store themselves, there's no need for them to pay a slotting fee for positioning their products on the shelves. It became evident that DMart had strategically positioned itself as the go-to destination for wallet-friendly shopping.
How does Avenue Supermarts Limited convey its message to the customer?
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| Dishwash Liquid brand "Reflect" is marketed by Avenue Supermarkets Limited |
Another aspect that sets products marketed by Avenue Supermarkets Limited apart is its clever pricing display. Instead of bombarding shoppers with the amount of discount, it has opted for a more straightforward approach by highlighting the final price to be paid in bold, eye-catching font.
For Vim dish wash liquid, a discount of Rs. 57 is prominently displayed in bold and larger font. In contrast, for Reflect dish wash liquid, the price to be paid of Rs. 75 is highlighted in bold and larger font.
This presentation style, with the final price prominently displayed in large font alongside the MRP, effectively communicates the value and savings to the buyer. This not only simplifies the decision-making process for consumers but also appeals to the bargain hunters. In that moment, the choice becomes clear – why bother comparing discounts when you've found the best deal right in front of you?
For Vim dish wash liquid, a discount of Rs. 57 is prominently displayed in bold and larger font. In contrast, for Reflect dish wash liquid, the price to be paid of Rs. 75 is highlighted in bold and larger font.
This presentation style, with the final price prominently displayed in large font alongside the MRP, effectively communicates the value and savings to the buyer. This not only simplifies the decision-making process for consumers but also appeals to the bargain hunters. In that moment, the choice becomes clear – why bother comparing discounts when you've found the best deal right in front of you?
DMart's pricing prowess doesn't stop there. It extends beyond cleaning products to food items as well. Take, for instance, brand, "Home Chef," which is offers everyday essentials like tomato ketchup at unbeatable prices is marketed by Avenue Supermarts Limited. With tactics like "Buy 1 Get 1 Free," DMart entices shoppers with savings in mind to fill their carts with products marketed by Avenue Supermarts Limited.
Next time you're at DMart and see a product's final price displayed prominently in bold and bigger font, take a moment to flip it over. There's a 70% chance that the product is marketed by Avenue Supermarts Limited.
When I decided to pick up and flip over the Coco Nourish Oil simply because its final price was displayed prominently in bold and larger font, unlike the discount highlighted for Parachute Coconut Oil, I made an interesting discovery: Coco Nourish Oil was marketed by Avenue Supermarts Limited.
Conclusion -
DMart's pricing strategy is a masterclass in retail excellence. By focusing on delivering the lowest prices upfront, Avenue Supermarts Limited has found a winning formula that resonates with consumers across the board. So the next time you're on the hunt for a bargain, remember – DMart isn't just a store; it's a savvy shopper's paradise.
General Knowledge
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| (click on the image to enlarge) |
This product is manufactured by Kaps Hygiene Solutions Pvt Ltd and is marketed by Avenue Supermarts Ltd
This indicates that the brand belongs to Avenue Supermarts Ltd and Kaps Hygiene Solutions Pvt Ltd manufactures the product according to Avenue Supermarts specifications, under their R&D as well as Quality Control standards.
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