1. more. [OPERATIONS MANAGEMENT]
Indian Institute of Management
e
ent
Kozhikode
more.
Submitted to: Prof. Joshy Joseph
Submitted By:
PGP/14/205 BHAVANA KAWAT
PGP/14/313 VINNY ARYA
PGP/14/315 VISHAD DUBEY
PGP/14/320 PRANAY KHERA
IE/14/02 CARLO GUARINI

2. more. [MARKETING OF SERVICES]
Contents
Introduction................................................................................................................................................... 3
The Organizational Structure. ....................................................................................................................... 4
Store layout ................................................................................................................................................... 5
Customer Order Processing .......................................................................................................................... 9
Service Blueprint ........................................................................................................................................ 10
Problems and Recommendations ................................................................................................................ 11
References ................................................................................................................................................... 12
Indian Institute of Management Kozhikode 2

3. more. [MARKETING OF SERVICES]
Introduction
'More.‟ is the brand name of Aditya Birla Retail Limited’s (ABRL) chain of retail stores. Aditya Birla
Retail Limited is the retail arm of Aditya Birla Group, a USD 28 billion Corporation. The Group’s foray
into the retail sector began in December 2006 when it acquired Trinethra, the chain of stores based in
south India.
Since its inception in May 2007 till end-September 2009, the
company had set up 640 supermarkets and five hypermarkets. All
the supermarkets are branded More. And the hypermarkets are
branded More Megastore. The company has around 11,000
employees and has a pan-India presence. „More.‟ supermarkets are
neighborhood stores with the core proposition of offering value,
convenience and trust to the customers and averaging 2,500 sq ft
area. The hypermarkets are self-service superstores offering value
and range in food and non-food products and services at a single
location. Hypermarkets are located in large catchment areas and
encourage mass consumption with discount prices and substantial
depth of assortment with an average store size of 55,000 sq ft
shopping area.
„More.‟ supermarkets cater to the daily, weekly and monthly shopping needs of consumers. Spread
across a wide range of products of food and non food items, ranging from basic necessities such as, fruits
and vegetables, staples, personal care, home care, household care products, general merchandise, and
dairy products, „more.‟ provides a one stop solution for grocery shopping needs. Also in store are
essentials such as, innerwear, kids‟ essentials, and a pharmacy, bakery and a mobile store. More has also
launched a huge range of private labels in food and grocery, staples and apparel which have already
obtained a significant share of category as well as salience with the consumer. With a range of over 4,000
products, the shop fulfils daily shopping needs all under one roof and at a convenient location.
Indian Institute of Management Kozhikode 3

4. more. [MARKETING OF SERVICES]
The Organizational Structure.
Operations
Head
Territory Territory
Manager Manager
Cluster Cluster Cluster Cluster
Manager Manager Manager Manager
Store Store Store Store
Manager Manager Manager Manager
Assistant Store
Manager (1-3)
Customer
Time Security
Service Housekeeping
New Guard
Associate (CSA)
The More stores have a Store Manager (SM) who is present in the outlet at all the times. The primary
responsibility of the store manager is to keep a watch on the inventory, coordinate with the Head office
and give monthly reports to the higher authority.
The Assistant Store Manager (ASM) helps the store manager with his tasks as well as supervises over the
store and coordinates with the employees. Number of ASMs in a store can be anywhere ranging from 1 to
3 depending upon the size of the store and the expected sales.
The Customer Service/Sales Associates (CSA) are the employees who take care of the racks in the outlet
as well as help the customer with the product they are looking for. Number of CSAs in the NGO quarters
store was 14.
Then there are the new trainees who are kept as part time workers so that they learn the way the store
works and then according to their performance are put on full time payroll.
Indian Institute of Management Kozhikode 4

5. more. [MARKETING OF SERVICES]
Store layout
Indian Institute of Management Kozhikode 54

6. more. [MARKETING OF SERVICES]
Detailed view of Left Wing
Indian Institute of Management Kozhikode 6
5

7. more. [MARKETING OF SERVICES]
Detailed view of Right Wing
Indian Institute of Management Kozhikode 7
6

8. more. [MARKETING OF SERVICES]
Detailed view of Middle Wing
Indian Institute of Management Kozhikode 8
7

9. more. [MARKETING OF SERVICES]
Customer Order Processing
CUSTOMER ENTERS STORE
PICKS UP A SHOPPING
NEW CUSTOMER REGULAR CUSTOMER
REQUIRES ASSISTANCE FROM SALES CHOOSES THE PRODUCTS
REPS TO LOCATE DESIRED PRODUCT REQUIRED FROM THE SHELVES
CATEGORIES (TAKES MINIMUM ASSISTANCE OF
SALES REP)
PRODUCT UNAVAILABLE
CUSTOMER CONVEYS SALES REP CONVEYS
REQUIREMENT TO SALES REQUIREMENT TO STORE
STORE MANAGER WRITES A MAIL TO
SUPPLIER LOCATED IN ERNAKULUM
PRODUCT AVAILABLE
GOODS SUPPLIED BY SUPPLIER
AND RECEIVED AT STORE
MEMBERSHIP CARD (OPTIONAL)
BILLED IN BILLING COUNTER BILLED GOODS PACKED FOR CUSTOMERS IN A CARRY
BAG ALONGWITH BILL
PRODUCT REORDERED WHEN STOCK
FALLS BELOW RE-ORDER LEVEL STOCK REDUCED IN BOOKS
Indian Institute of Management Kozhikode 9

10. more. [MARKETING OF SERVICES]
Service Blueprint
1. Customers 1. Failure: Security 12. Failure: No work for security
12. Customer exits
enters into the Guide Idle guard again
Poka yoke: He should Poka yoke: He should tally the the stores after
store
keep the belongings of bill with articles to prevent theft receiving delivery
customers
Line of Visibility
2. Failure: Wastage of 11. Failure: A big queue at
2. Customer time of customers as trays the billing counter 11. Cashier makes the bill
searching for tray are not available at entry.
Poka Yoke: Fixed place Poka yoke: There should be
for trays two persons at billing counter
10. Customer comes to
3. Failure: No sales 6. Failure: Shelves billing counter afteshopping
7. Failure: No sales person
3. Customer person to help the are not managed
customer at the entry. at shelve.
seeks help for
Poka yoke: 1 sales person Poka yoke: Separate 9. Sales person locate the
Poka yoke: Sales person
should be at the entry gate shelve for each brand should present near shelves brand asked by the customer
to help the customer.
only.
4. Customer starts 5. Customers select 6. Customers cannot 7. Customer seeks
shopping items by browsing locate the particular for sales person‟s
through the shelves tooth paste
Line of interaction
8. Which
toothpaste do
you want?

11. more. [MARKETING OF SERVICES]
Issues and Recommendations
POOR FLOOR PLAN
• Blockage of stock causing inconvenience to customer movement:
Due to piling of stocks in the pathways as observed in the layout, the customer has to walk all the way
back to enter a new passage. – We advised putting stock in cardboard boxes and placing one over
another in a remote corner giving way to free movement of customers.
POOR SPACE PLANNING
• Horizontally long objects lay flat occupying a lot of space – We recommend effectively utilising
space by vertically placing such objects in tall bins.
• Different products are placed one behind another which blocks view causing loss of sales and
stockouts- We immediately advised them relocate products.
BOTTLENECK AT BILLING COUNTER
The store has only one billing counter which is sufficient considering the average sales of the store are
low. The billing counter was idle for a long time but during rush hours customers had to face a lot of
waiting time. -We recommended deploying one of the staff members to assist the billing counter
with packing and bill verification.
PERISHABLE ITEMS:
The store complained of wastage owing to spoilage of perishable items and expiry of preserved food
items. –We observed that new stock was piled in front of old stock which lead to sale of only the
freshly acquired stock, thus the same items of stock formed the units of the re order level and
gradually expired. We recommended stocking new pieces behind the existing ones.
POOR PERFORMANCE OF SALES REPS
No clear alley was allotted to sales rep which caused confusion for directing customers to the location of
products.-We recommended allotting specific alleys to the sales reps and they were expected to
memorise the placement and stock levels of each item in their respective alley.
Indian Institute of Management Kozhikode 11

12. more. [MARKETING OF SERVICES]
References
http://www.adityabirla.com
http://www.morestore.com
wikipedia.org/wiki/Supermarket
www.adit yabirla.com/media/
retail-guru.com/less-is-more-for-aditya-birla-retail-downsizing-yet-again/
http://www.scribd.com/doc/28513642/Aditya-Birla-More
Indian Institute of Management Kozhikode 12