Presented by:-

Shriya Agarwal PGFC1631

Shubha Kasumwal PGFC1632
Rishabh Kushwaha PG1654

IF IT IS NOT SPAR FRESH , IT IS NOT FRESH

1
ABOUT
SPAR is a Dutch multinational retail chain and franchise brand with
approximately 12,500 stores in 42 countries worldwide.
It was founded in 1932 by Adriaan Van Well.
The expansion of the organization increased dramatically in the
1990s.
SPAR hypermarkets or supermarkets in India is the result of a
license agreement between Dubai based landmark groups max
hypermarkets Pvt Ltd. And Amsterdam based SPAR international.
SPAR is an organization that provides its customers value for money.
SPAR is passionate about retailing and is driven by committed
independent retailers who win the trust and friendship of their
community.

2
MICRO ANALYSIS

3
4
 SWOT ANALYSIS
STRENGTH
Quality of product.
Reasonable price.
Freshness and quality
OPPORTUNITY
Growing demand.
Launch of new brands in store
WEAKNESS
Need for wide coverage.
No convenience store
No online business.
THREAT
Intense competition.
Increase in labour cost.
Online retailing.
5
 SEGMENTATION
Age
Demographic Gender
Family Lifecycle
Income

Psychographic Social Class

Occasions
Benefits
Behavioural User Status
Loyalty Status
6
 TARGETING
Lower Class
Middle Class
Upper Middle Class

7
 POSITIONING
Positioning is done on the basis of:

USP :- the quality of product, the divide on the basis of

quality and hygiene.

Best price :- keeping the price of the product at

discounted rate on a rotation basis.

8
ANSOFF GROWTH MATRIX

9
 MISSION & VISION
To provide the leadership and support
necessary to sustain long term growth and
customer satisfaction for our world class
brand.
To passionately promote quality and service at
all level while enhancing each brands
competitive advantage.

10
CURRENT MARKETING ANALYSIS
MARKETING DESCRIPTION
PRODUCT :- Spar has a wide variety of products (12500+). Their main
focus is on staple products as it contributes to a major portion of
sales The quality identification of the product is done on the basis of
colours and the cold storage is also available for perishable
products.

PRICE :- Products are sold on MRP and discounts are provided on

the MRP of the products.

PLACE :- There are around 12 stores all over India. There is only one
intermediary, i.e. vendors for the distribution. And huge amount of
money is spend on electricity and floor rent.

PROMOTION:- The promotion is done by the leaflets ( 35000 per

week). The punch line used for the promotion is- LIVE
BETTER,SPEND LESS.

11
12
PLACE
Coimbatore
Hyderabad
Chennai
Pune
Bangalore
Delhi
Gurgaon
Ghaziabad
Mangalore
13
Direct Selling Sales Promotion

Integrated
Marketing
Channel

Advertising Public Relation

14
PRICING STRATEGIES
Price is critical factor in a competitive industry.
SPAR works on low cost model.
Pricing strategies followed by SPAR are :
1. discount and allowances pricing.
2. psychological pricing
3. odd pricing
4. special event pricing.
5. low pricing strategy.

15
BRANDING STRATEGIES

SPAR is holding a strong position in the market

and is growing very fast.
They cater their products on the quality basis
with marked upon good, better and best.
This in turn help consumer to find out the
product of their choice.

16
Financial Analysis
Store Expenditure (in a
month) Store Turnover (in a month)

Revenue = Rs. 4 crore

Rent / Camp = 5/6%
People = 3/ 4 %
Power/Fuel = 5%
Marketing = 1.2%
Repair and = 3.5%
maintenance

Known Shrinkage: 0.5%

Unknown Shrinkage : 0.2%
17
Measures of Financial Productivity

Sales growth- 5%
COGS to sales ratio- 0.8
Gross profit margin- 20%

18
19