A Report on METRO Anniversary Branding

A Report on Anniversary Branding

OF

Submitted to:

METRO Cash & Carry India®

Vaibhav Verma

Brand Manager

Submitted by:

Mr. Aditya.N.Dave

Management Trainee

Indo German Training Centre

METRO© Pg 1
A Report on METRO Anniversary Branding

DECLARATION

I hereby declare that the report titled “METRO Anniversary Branding” is a

bonafide record of the study done by me at Metro Cash and Carry India Pvt Ltd,
Bangalore as a part of my PGPBA programme at Indo German Training Centre

This study has been undertaken in fulfilling the requirement for the Award of Post
Graduate Programme in Business Management (PGPBM) by Indo German Training
Centre.

Date: 6-7-2010 Signature:

Place: Bengaluru Name: Aditya Dave

METRO© Pg 2
A Report on METRO Anniversary Branding

ACKNOWLEDGEMENT

First and foremost, I note my deepest gratitude to the Almighty for his blessings and guidance
in this endeavor.

I would like to thank our General Manager (IGTC) Mrs. Alokha Mendens for allowing me to do
the project in the company and my Prof. L. Surendra (IIM A), for his help and guidance during
the development of this report.

I express my immense gratitude to Mr. Vaibhav Verma, Manager – Brand, Metro Cash & Carry
(MCC) India Pvt Ltd, Bangalore, for permitting me to do an internship at MCC and also thank
him for effectively guiding me through the project, supplying me with all the information I
required to compile this report.

I express my heartfelt gratitude to Mr. Naveen Kumar, Executive – Brand, Metro Cash & Carry,
Bangalore who recommended and helped me throughout the project.

I specially want to express my sincere thanks to all the staff of Food and Non-Food Buying
Metro Cash & Carry, Bangalore for helping me out with all the information that I required
during my Project tenure as a trainee in Metro

I owe gratitude to all the staff members of Metro Cash & Carry (MCC) India Pvt Ltd, Bangalore
for supporting and helping me with all the possible information which we required during our
Training.

I would like to thank Mr. Anirudh Mahajan (HR) and Mrs. Latha Singh (HR) for their support
during my tenure as a trainee in the company.

Last but never the least, I would like to thank my parents and family for their invaluable support
and guidance, without which this study would not have been possible.

Aditya Dave

METRO© Pg 3
A Report on METRO Anniversary Branding

EXECUTIVE SUMMARY

Metro Cash and Carry India Pvt Ltd is a B2B firm which is into organized format of wholesale.
The Main Business of Metro comes from Hotels, Restaurants, Caterers, Kiranas, Traders,
retailers and small to medium business enterprises.

Due to certain government restrictions Metro Cash & Carry cannot advertise in the market so
as to improve the brand name and sales of Metro cash & carry in India Metro Celebrates an
Anniversary celebration programme in the month of July & during the Anniversary celebration
all the major suppliers (HUL, P&G, Reckitt benckiser etc) provide Promotional offers on their
product in accordance with metro. This creates a win-win situation as Metro gets more clients
and the supplier gets more sales.

The basic task as a trainee in metro was not only controlling the branding of Metro Anniversary
under Mr. Vaibhav Verma but also takes care of other activities related to branding, Non-
Branding & research activities.

Anniversary related tasks performed are mentioned below

 E-mail Id correction for sending Anniversary mails

 Update and cross checking of MM 1014 and 1015 ( Anniversary metro mail)
 T-shirt Distribution of Anniversary
 Managing the Sugar Promotion and survey on commodity purchase.
 In store branding for Anniversary.
 out store branding for anniversary
 Data Updation for anniversary

Apart from tracking the anniversary there were other small & routine projects were undertaken
by us whose detail is mentioned below.

 Telephonic survey on Credit card acceptability in Metro

 Home brand Research. (Fine Food & Aro)
 Metro Sales Vs Market sales for DC 60. (Ac Nielsen Report)
 Coding for Budget.(Advertisement Budget)
 Cross checking of Bandhan Customer. (Reward amount conflicts)
 Work orders.

METRO© Pg 4
A Report on METRO Anniversary Branding

Contents Page
Section Page
Number
Introduction of METRO and cash and carry concept

a. Brief to Metro Anniversary activities

b. Brief to Other related work

Objective of the Anniversary & other Report

Scope of the Anniversary & other Report

Issues & Recommendations or Suggestion if any

Findings If any (Findings other then Anniversary work)

Conclusion

METRO© Pg 5
A Report on METRO Anniversary Branding

Introduction of METRO and cash and carry concept

Introduction to METRO
METRO Cash & Carry is an international self-service wholesale retailer. It operates across
Europe and in some countries of Asia and Northern Africa. It is the largest sales division of the
German trade and retail giant METRO AG.

METRO Cash & Carry is different from B2C retail chains (such as Wal-Mart, Carrefour or Tesco)
in that its business concept is targeted towards professional customers rather than end
Consumers. The cash-and-carry concept is based around self-service and bulk buying. METRO
Cash & Carry serves to registered customers only. Core customer groups are hotels,
restaurants, caterers, traders and other business professionals. With 655 stores in 29 countries,
METRO Cash & Carry is an international leading player in self-service wholesale. The product
range and services are tailored exactly to the needs of the professional customers. Hoteliers,
restaurateurs, caterers and small-scale food retailers find everything they need to guarantee
their business success. Their trademarks include top quality, huge choice and excellent value for
money. METRO Cash & Carry has an international identity and a true international corporate
culture to support it. This has helped them greatly in their efforts for expansion in the
international market. They are the major growth drivers of the METRO Group, one of the
world’s leading retailing companies.

The Cash and Carry concept

METRO's Cash & Carry business model is based on a Business to Business (B2B) concept and
focuses on meeting all the needs and requirements of business customers. It is a modern
format of wholesale trading, catering only to business customers.

The cash and carry business model brings together small, medium and large-sized producers,
farmers, agricultural cooperatives and manufacturers, with the dispersed community of hotels,
restaurants, caterers, traders, retailers and small to medium business enterprises, under one
roof.

A cash and carry retailer buys directly from producers and manufacturers and sells to business
customers from its no-frill approach wholesale centers.

In this way, cash and carry operators shorten the supply chain and eliminate the high costs
associated with a fragmented supply chain (estimated as high as 25 per cent in India). It also
cuts costs and wastages by building modern trade infrastructure and implementing modern IT
based systems, which improve efficiency.

By aggregating the demand of small and medium businesses, cash and carry formats are able to
buy in bulk quantities for the advantage of its customers. Some of the savings made are passed

METRO© Pg 6
A Report on METRO Anniversary Branding

on to the suppliers, some to the customers, while cash and carry retailers benefit from the
supply chain efficiency that they are able to create.

METRO© Pg 7
A Report on METRO Anniversary Branding

Introduction to METRO Anniversary work.

Metro Anniversary is a way to celebrate the annual month for which metro invited its customer to visit the
store by offering them various offers, promotions and discounts on many products to make the anniversary a
successful event. Being a trainee we were supposed to integrate small and important activities and align them
to make the anniversary a success.

Below is the list of work which was related to metro anniversary and helped Metro in many ways.

 Managing the Sugar Promotion and survey on commodity purchase.

Sugar promotion was one of the most important promotion since it was the first ever
commodity based promotion and we looked after Promoters of sugar for entire month. Also
supported promoters with queries of customers and tracked sugar sale initially to check the
impact of advertising done by us.

A telephonic survey was conducted to know the commodity purchase behavior of customers in
Bangalore and Hyderabad DC. The format for the same is mentioned below

 Update and cross checking of MM 1014 and 1015 ( Anniversary metro mail)

Anniversary tracking was a prime work allocated to us which included small tasks such as co-
ordinate with buyers for offers available from suppliers.

Segregate various offers based on company and based on nature of offers.

Advertising and Buying department integration was done by crosschecking MM1014 and 1015
with the buyers’ confirmation.

 E-mail Id correction for sending Anniversary mails

E-Mail Id Correction was done for all the DCs and around 11,000 Email Ids were crosschecked and
Around 800 Ids were corrected from the List of 11,000 Email Ids. The basic concept behind this work
was to get more customers and footfalls to visit METRO for anniversary and increase the Business.

All Dc wise break up of Correction Is mentioned below.

Dc Total Email Id Corrected Email ID % corrected

METRO© Pg 8
A Report on METRO Anniversary Branding

10 732 172 23.49726776

11 612 125 20.4248366

12 9394 242 2.576112412

20 222 89 41.29213483

60 356 147 41.29213483

The Above mentioned Break up shows that total work done and break up of all the work as per DC.

 T-shirt Distribution of Anniversary

T shirt Distribution was Done as a part of anniversary in Head Office and T-shirt count for Key account
managers and customer Consultants were done to make sure that the distribution of T shirt is done
to the right Person, in time and at right place.

Head Office Distribution was done on one on one basis with confirmation of the respective person or
Responsible person was taken on paper to avoid any miscommunication.

KAM and CC’s Count were done for all the DCs which helped to get the delivery of T shirts on time.

Below is the Total Count of KAM and CCs

* DC 20 was not done by us

T-Shirt Count For CC/ KAM

S M L XL XXL Total

DC-10 1 6 5 6 1 9

DC-11 1 3 10 4 3 21

DC-12 4 10 1 15

DC-60 4 18 2 1 1 26

Total 6 27 21 21 6 81

METRO© Pg 9
 A Report on METRO Anniversary Branding

T-shirt distribution done in HO

T-Shirt Count For HO

Size S M L XL XXL XXXL

Count 1 4 17 21 3 1

Total 48

 In Store and Out store Branding

The in store and out store Branding were look after with the help of Mr. Naveen in DC 10 and DC 11.
The Various activities of the in store and out store branding included Checking All the branding
articles, counting the correct Numbers of articles, placing the various Branding articles at the right
place and look after the Banner of anniversary.

Below is the list of articles which were looked after for the anniversary in DC 10 & DC 11.

Description Qty Dc 10Qty Dc 11 Content For BRANDING

Shelf cards 300 300 Anniversary logo + Tagline
Dangler square 450 450 Gio + 1 Lakh Offer
Drop Down 12 12 With Bandhan
Standee Roll up 3 3 Gio+Gold offer+Sugar+3000 Offer with Bandhan
Lucky dip BOX 1 1 -
Driveway flags 7 - Various offers
End Caps Food 31 36 Anniversary LOGO (Behind Bandhan)
End Caps Non- Food 16 16 Anniversary LOGO (Behind Bandhan)
Entrance Main gate 1 - Anniversary logo + Tagline
Entrance Panel Below METRO 1 1 Anniversary logo + Tagline
Parking Banner-Vertical 40 40 Various offers
Parking Banner-Horizontal 5 5 Various offers
Anniversary counter in store 1 1 1-Enterance,1-Parking
Mega Prize display centre 1 1 GIO offer + Rs 3000 Offer + Buying Req.
Floor branding 3 2 Enterance-1 & Exit 1
Checkout glass panel 2 2 Various offers
Roof top branding 2 2 Anniversary logo
T&C Board at entrance 1 1 T&C
Free Gift counter 1 1
Sugar promotion branding 1 1 Sugar branding
Trolley Branding 25 25 Various offers

METRO© Pg 10
A Report on METRO Anniversary Branding

All the above articles were looked after to make sure that everything is arranged before the
beginning of the anniversary and hence helped and created awareness amongst the customer for
offers and schemes in the DCs for various brands and applicability so as to qualify for the same.

 Data Updation for anniversary

Data Updation was one of the most important and critical task done by us during this
anniversary whose purpose was updating the client information and contact details so as to
reach the right client in future. Around 2000 customer’s data was uploaded in the system and
more were Upgraded with edition of the old one which will help us to generate more business
since we will be able to contact the customer on given correct DATA in future and will increase
the accuracy of customer reach.

Introduction to Other related work

Apart from doing the anniversary tracking there were other major tasks where we were involved. All
these tasks were not related to the anniversary yet the analyses and the report generated from this
activity were useful for various departments.

 Telephonic survey on Credit card acceptability in Metro.

A telephonic survey was done on credit card acceptability at METRO. The main purpose of doing
credit card survey was to know the buying behavior of customer with credit card and customers’
reaction if we accept different bank credit cards at METRO. Different questions were asked related to
their Buying behavior with credit card and Usage of credit card at various places with amount of
money used on average basis and on what articles the money was spent. Also customers were asked
about the credit card acceptability in METRO with their usages of card in METRO.

Below was the format of Credit card Questionnaire asked to customer.

No Question
1 Do you Own A Credit Card
2 If Yes which bank issued the card & is it a Visa , Master , Amex Etc
3 Do you make purchases on your Credit Card
4 For what type of purchase do you use your credit card
5 For what reason do you make a purchase on your credit card.

METRO© Pg 11
A Report on METRO Anniversary Branding

6 What is the minimum & Maximum expenditure you make on your credit card
7 What percentage of your current monthly shopping is made on your credit card
8 You Must be aware that Metro does not accept credit cards hence has that
made you not purchase or purchase less at Metro?
9 Would you prefer to buy more products from Metro if we accepted credit cards?
10 Do you use the ATM machine at Metro to withdraw money
11 Would you prefer Metro to accept debit cards also?
12 Would it be OK if Metro accepted your credit or debit card but only
for purchases made above Rs 3000
13 In the event that credit cards are allowed - How would you like the experience to be

The Outcome of the survey was that 90% of the people are having credit cards which they use
regularly for their normal purchases and many of them feel safe to carry credit card rather then
carrying Hugh cash along with enjoying good credit period. Hence the learning for us with this survey
was that if we accept other credit cards then we can get more customers and more purchases per
customer since the customer can purchase more on credit and hence we can give a tough completion
to other wholesalers in the market who provides goods on credit.

 Home brand Research. (Fine Food & Aro)

1. Research on Fine Food Articles

Research was conducted on more then 50 Fine Food articles in different areas like PICKLES, NIBBLES
(savories), Dry Pulses, Dry Fruits, NUTS (DFN), SEASONINGS (Spice) & Ghee.

The major reason for doing Fine food research was to know the finding the competitive advantage
with other articles available in the market to increase the sales base on the competitive advantage
along with finding the loop holes in the Home brand articles so that some steps can be taken towards
the improvement of Fine Food products.

The Benchmark articles were selected which were the market leaders in its segment and two major
competitive advantages were found out with the Fine Food in terms of Price competitiveness and
Life span between fine food and market leader. By doing the study we found that more than 80% of
the articles were priced 5 to10% less then market leaders with having almost equal or more of shelf
life than its competitors.

To know further we studied the international quality standards requirement or international

standards fulfillment of Fine Food as compare to competitors and we found out that we meet
international quality standards on all products that we make and hence further strengths and
weaknesses were found out of Fine food to improve on Weaknesses and maintain the strengths.

METRO© Pg 12
A Report on METRO Anniversary Branding

The outcome of finding strengths and weaknesses were that we have strengths in terms of pricing
and shelf life where as we are lagging behind from competitors on the basis of branding issue which
created lack of awareness amongst consumer for Fine Food articles

2. Research on Aro Articles.

Around 250 articles were taken for the research and same research methods were used for Aro
articles but it was only half done during our tenure and hence more information can not be provided

 Metro Sales Vs Market sales for DC 60. (Ac Nielsen Report)

A quarterly sale from Jan 2010 to March 2010 was compared with the sale of entire Market for
Dc 60 (Kolkata) provided by AC Nielsen. A major driving factor for doing a research was to know
the product’s market demand and METRO share of demand in the market.

A report was provided by AC Nielsen which was compared with the sale data available in metro
and certain products were found to have a good growth and increasing market share where as
certain products were losing the grip from the market and those were the products we had to
work on to stable the decline growth and then regain the growth.

 Coding for Budget.(Advertisement Budget)

The task involved in coding for the budget was to give the codes for various Expenses occurred
on advertising. This helped us (Metro) in reduction of time for finding the particular kind of
expenses occurred and increased the efficiency and accuracy for coding and raising the Work
orders correctly

 Cross checking of Bandhan Customer. (Reward amount conflicts)

This was a manual task of cross checking the printed Bandhan Bonus issue letters and receiver
of the same mentioned in the system where correct amount should be delivered to correct card
holder in correct Dc

 Work orders.

Work order task was a major task since there was an up gradation of metro way took place and
the new metro way had issues due to which there was loss of coordination between accounts
department and vendor management department.

The issue was major issues since the Vendors were suppose to receive the money for rendering
service and this has been delayed due to Issues in Metro way.

METRO© Pg 13
A Report on METRO Anniversary Branding

Our major tasks were raising a Work order in the system, Upload the same in system and store
it in the system for future reference.

METRO© Pg 14
A Report on METRO Anniversary Branding

Objective of the Anniversary and other Work

The prime Objective for the anniversary is to increase the brand image of Metro by providing many
offers, Discounts, promotions Etc to its Clients and attract them to visit the store. Since Metro is
basically in to B2B activity all the products in metro are catered to SME’s and Hospitality Industries
and small and scattered individual buyers.

Being a trainee my objective was to co-ordinate and conveys the correct information to Advertising
department with ZERO Mistakes.

The anniversary were and others works were divided in to several tasks and hence each task had its
each objective which is described below

 Update and cross checking of MM 1014 and 1015 ( Anniversary metro mail)

The prime activity of our internship with metro was to co-ordinate with all the department of
Buying so as to avoid any miss communication between Branding and buying department. Also
we kept a track of all the offers for different Distribution centers with different promotional
activities.

The crosschecking for Metro mail was essential because what was planned and what should
have been delivered had to be in line and hence we crosschecked all the offers in PDF for Metro
mail 1015 & 1016 with all the off we got from Buyers and communicated all the correct
information to customers for both the metro mail 1014 & 1015.

 In store branding for Anniversary.

 out store branding for anniversary

Both in store and out store branding were very important since the message should have been
conveyed to the customers accurately with right advertisement at right place to get the
maximum impact of our Branding.

We assisted Metro for both in store and out store branding in Kanakpura and yashwantpura DC
and the deadline of finishing the task was 30th of June which was accomplished by us.

 Managing the Sugar Promotion and survey on commodity purchase.

The sugar promotion was unique and most attractive promotional offer Metro had for the
anniversary 2010. Unique because this was the first commodity based promotion and attractive
because this promotion was targeted to attract prime customers to buy commodity & increased
the commodity based buyers in Metro.

METRO© Pg 15
A Report on METRO Anniversary Branding

A telephonic survey was conducted for the purpose of buying behavior of a commodity based
customer. The purpose was to know how customers purchase commodity, what are the
preferences while buying commodity and from where they purchase commodity so as we can
work on the same and come out with some solution to improve the Metro sale.

 T-shirt Distribution of Anniversary

All the T-shirts according to the Size of all the employee in Head office and DC’s were sorted
and distributed as per the size on the time. The prime objective of this task was to distribute T-
Shirts to all the staff members in various cities for the branding purpose so that on the day one
of the anniversary all the staff can wear the same and promote Anniversary inside the Metro.

 E-mail Id correction for sending Anniversary mails

E-mail id correction was done to increase the reach of customers & increase footfall in Metro.
The basic purpose was to increase the accuracy of E-mail delivery to the customer and increase
the awareness of anniversary and offers to the customer.

 Data Updation for anniversary

Data Updation was done to get the maximum information of customers who are visiting the
store and also to increase the future reach by getting correct detail of customers. It was a
crucial activity and we not only hired Promoters but also kept a prize of Gold coins so as to
attract the customer to fill the data. It was aimed to increase the customer data base in the
system of Metro.

 Telephonic survey on Credit card acceptability in Metro

The main objective of the telephonic survey was to know if a customer wants various credit
cards to be accepted in metro and what are the terms and conditions they are willing to accept
while using the credit cards.

 Home brand Research. (Fine Food & Aro)

Brands such as ARO and Fine foods are owned by Metro and the research was done for the
purpose of finding different ways to improve the sales of this brands.
Also various other objectives were worked up on such as Comparison with market leading
brands it the same segment, Price segmentation and Quality segmentation to differentiate the
competitive advantage.

METRO© Pg 16
A Report on METRO Anniversary Branding

 Metro Sales Vs Market sales for DC 60. (Ac Nielsen Report)

The report was generated by AC Nielsen for Kolkata Dc and comparison was done with metro sale for
the same Dc.

The objective for doing the same was to know the articles which are having good market share and
problem articles which are not doing well in the market so we can work up on them.

 Coding for Budget.(Advertisement Budget)

Objective of the Coding work was to segregate various expenses to put under different heads
so in future all the expenses can be tracked as per the nature of expense and it can help in work
order by raising a right work order for right expense.

 Cross checking of Bandhan Customer. (Reward amount conflicts)

This work was done to avoid the conflict of wrong bonus amount or wrong address delivery for
bonus customers and increase the accuracy of delivery.

 Work orders.

Work orders issues was a major activity and objective of the same was to raise and issues
correct work order and deliver the payment to the vendors on time along with keeping a soft
and hard copy for the record purpose.

METRO© Pg 17
A Report on METRO Anniversary Branding

Scope of the anniversary.

The scope for the Metro anniversary was wide in terms of Sales, Footfall and Brand image. All the
offers were given for the customers to visit the stores since Metro in to B2B business and footfalls
and promotional offers are most important way to increase sales. Various offers were provides in
various sections and on various articles

The anniversary was concentrated on all the sections of Metro to make the anniversary a General
and target all the segments of buyers. Offers such as electronically appliances, FMCG goods,
Groceries Etc we kept to make it more general.

Anniversary of 2009 was a success on YOY basis with a good increase of sales and revenue and a
similar trend is expected this year too. Also the 2010 Anniversary has a scope in terms of commodity
sales as sugar promotion was included in the anniversary for the first time and a special sugar
promotion counter with promoters were allocated in stores to promote the same

Scope of anniversary could have increased by keeping anniversary from 28 th of June to 3rd of august.
The basic reason behind this is the salary slab of most people comes around month end and hence
spending is generally high during the beginning of the month and so the sales of our customer
increase in the beginning of the month and by keeping it on the mentioned dates above our client
can keep two months stock and increase the benefits from the anniversary where as we get a better
sale.

Also we could have done indirect Advertising by tying up with suppliers like P&G, HUL, Reckit Etc in
many Newspapers about Anniversary such as “Buy HUL products and get Gio Free In Metro” so as to
reach more people or customer by advertising through supplier and not through us.

METRO© Pg 18
A Report on METRO Anniversary Branding

Issues & Suggestions in Branding.

Issues in branding.
1. Promoters were not trained adequate to handle sugar and data collection
2. Floor branding was not used much.
3. Video branding was not used inside the store
4. Audio branding was confusion
5. Free gifts were not attractive
6. No home brand branding was done inside DC
7. A promotion on Home brand was missing.

Suggestions

1. Proper training should have been provided and a 1 day mock should have been done to know
about the skill level of promoters and training should have been provided according to their
skill level.
2. Data Updation should have been automated so as to avoid the manual process of data
gathering and putting in system.( Two Promoters with two computers should have been used
at the entrance and data Updation should have made mandatory after which the trolley for
the shopping should have provided so at to get the maximum data and remove the
complexity of the process)
3. Floor branding should have used to create all offers and their ways on the floor so as to ease
the communication OR a route map of all the offers on the floor should have done in such a
way that customer attain maximum articles in the floor.
4. An audio & video branding could have been done by using the TV sets in Media section.
5. Home brand articles should have distributed as a gift on 3000, 6000 & 9000 purchases and
should have kept a banner of all home brand articles in Dc’s to increase the awareness and
sale, also free samples or demo should have provided to increase the sale.
6. Tie up with retail stores for keeping home brand articles such as Neelgiris, Namdharis Etc or
major retail houses to keep home brand so as to increase the sale of home brand and also
keep a high margin to retailer so even he/she will be willing to sell our product.

METRO© Pg 19
A Report on METRO Anniversary Branding

Findings
The major findings were that commodity promotion was a success and anniversary not only had a
major impact on the foot falls and commodity buying but also other customers and it will help in
future and inspire us to have more Commodity based Promotions so as to capture various segments
and customer base.

Many promotions did well where as many didn’t work out as planned.

Promotion such as Axe was a big failure as purchase amount to qualify was too high and hardly any
customer found this interesting so we should learn from this and keep the purchase amount less to
make it successful. Also we can do a market research, understand the mind of customer and then
place the Offers and Promotions which will help us to increase the efficiency and reduce the failure
of promotion.

Articles involved in promotions were very less and more articles should have been involved and
more company participation should have taken place to make it a real BIG event by taking all major
FMCG companies in the celebration. A lot more could have done if participation companies should
have increased and in future we can work on it to make the Anniversary not only of Metros but a
celebration of supplier (company such as P&G, HUL, Parle, Britannia, Nestle Etc) so as to involve
them in anniversary.

METRO© Pg 20
A Report on METRO Anniversary Branding

CONCLUSIONS

The major conclusions from the study are

Anniversary was a Hugh success and the offers such as SUGAR along with other FMCG products were
placed rightly in the mind of customer.

Prize slab was placed accurately but we could have taken the advantage of promoting home brand
articles by keeping home brand article as a free gift rather than outside product.

Also few things that we can work up on are.

Data Updation on the counter which could have done accurately by removing the manual process
and training should have provided to sugar promotion guys.

Branding could have been improved inside the store by using the Media section as a tool of in store
advertising to promote offers and location of offers.

Sugar promotion could have done better by keeping it at the entrance to attract the customers and

Credit card survey indicated that customers want metro to accept all credit cards and not only Citi
bank so we have to accept all credit cards or if not all major of the credit cards we can accept

So I would like to conclude this report by saying that there are various alternatives and other ways
available for us to do Branding and Advertising which we can look up on in future for not only
Anniversary but other event.

METRO© Pg 21