L.S RAHEJA COLLEGE OF ARTS AND COMMERCE
JUHU ROAD, SANTACRUZ (WEST), MUMBAI – 400 054.
UNIVERSITY OF MUMBAI
2021 – 22
SUBJECTCORPORATE COMMUNICATIONS AND
PUBLIC RELATIONS
PROJECT ON Organization - METRO Cash & Carry
SUBMITTED BY JAY GOHIL - 2821
MOKSHA JAIN - 2822
ISHITA KARMARAN - 2824
VANSHIKA NANAVATI - 2831
SYBAMMC
Submitted To:
Prof. Sameer
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METRO Cash & Carry
 Introduction
METRO is a leading international specialist in wholesale and food retail which operates in 35
countries and employs more than 97,000 people worldwide. Cash and Carry wholesale is primarily
defined by its customer base and unique business model. This means, registered business customers, visit
a Cash & Carry outlet, select their purchases and carry these back themselves instead of placing orders
with multiple vendors. Every day at METRO outlets across the world, more than our employees serve
business customers with a wide assortment of up to 50,000 food and non-food products, available under
one roof at wholesale prices.
 Corporate Identity
Original Company Name- METRO Cash & Carry
Revised Company Name- METRO Digital Cash & Carry
Digital Cash & Carry
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 Digitization of the company was not one of the major policies in the past. It was mainly done to
adapt to the era of new payment technology.
 Since the outbreak of the coronavirus pandemic in 2020, being contactless was the safest method
and hence the method of digitization of money was taken into account strongly. This being the
principal reason, the organization decided to revise the company name as “METRO Digital Cash &
Carry.”
 Contactless delivery has set higher expectations and standards in customer service and therefore the
company has extended assistance and care towards the customers.
 For the digitization of the company on a higher level, we plan to change the mode of payment from
regular online applications to METRO’s payment platform.
 This platform contains “Metro Coins” which are valued at 1coin=5000 INR. There will be two types
of cards namely Gold and Platinum.
 Gold cardholders will experience benefits after reaching a certain amount of purchasing. Whereas,
the Platinum cardholders will experience a variety of benefits without any specific limit on orders.

Any costumer can become a Gold card owner if he/she deposits 1 lakh INR in return for the Metro
coins.
 Based on the regular and good amount of transaction history along with trustworthy company
relationship for 2 consecutive years, a Gold cardholder can be transferred to the higher level i.e.
Platinum Card. This will be decided by the organization itself after the 2 years of evaluation as
mentioned above.
 Since METRO provides services in 35 countries, it accepts different currencies according to a
particular country eg. Rupees, euros, yen, etc., also a large variety of payment applications.
Therefore, we intend to create a unique environment for the users purchasing goods from Metro and
paying through Metro currency only i.e. Metro coins.
 This is a global step towards METRO’s digitalization process.
In conclusion, the identity we want to create in the market is that METRO has its own world of
services to its costumers. The safety and convenience of the users along with security are taken into
account. The organization does not depend upon any outer source for its operations and every work takes
place in the organization itself.
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 Corporate Image
 In general, a customer always wishes to have products in good quality and quantity in best prices.
 Since the beginning, this organization came into picture as a wholesale and retail company, it plans
to carry on the same agenda. Hence, the prices of the goods are comparatively lower than the rest of
the market along with good quality and quantity, all under one roof.

Newly invented facility “Drive-through” for small and large orders wherein customer gets the
confirmation message within 24 hours regarding the order placed. And the order can be collected
within next 2-3 working days after placing the order. This makes it convenient and a time-saving
purchase experience for the customer and also provides a pandemic-friendly environment.
 The concept of Metro Coins is a new experience for the customers wherein they are also encouraged
to take a step towards Digital Cash & Carry.
 Due to its large scale services, the need of new employees is at a significant demand which in turn
increases the employment rate of the country.

Customer services provided are satisfactory.
All the aforementioned aspects plays an important role in growing market value of METRO Digital
Cash & Carry, increasing the corporate image of the organization.
 Corporate Reputation
 Social Responsibility- We are progressing towards creating packaging of products made of ecofriendly and recyclable materials. And looking for environment friendly alternatives for a
sustainable environment.
 Trustworthy- METRO Cash & Carry owns Aro, Fine Life, Fine Life bio, Rioba, METRO chef,
METRO Professional, Sigma Tarraington House, and several other brands hence it has a significant
knowledge about business world and its ongoings. Many retailers who are the secondary service
providers in the market rely on METRO which makes it easier for the customers to put their faith in
METRO’s services.
 Products and Services- The products manufactured in our company and products coming from
reputed brands have a high quality check. Since the company sells in wholesale, the costing of the
goods is comparatively less but does not compromise with the quality of the products and services.
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 Workplace environment- The company has a strong management system along with multiple
seminars for the employees where the suggestions and opinions given by them are also welcomed by
their heads, giving them a sense of belonging to the organization.
 Innovation and Creativity- With the new facility of drive-through in our market and the concept of
METRO cards, we have taken a visionary step towards fulfilling our mission of Digital Cash &
Carry.
 Press Release METRO Digital Cash & Carry one of the India’s leading business to business wholesaler, surveying
the needs of traders, hotels, restaurants, caterers, offices. Around the world, METRO has around 16
million customers who can choose whether to shop in one of the large-format stores, order online and
collect their purchases at the drive-through. METRO in addition also supports the competitiveness of
entrepreneurs and own businesses with digital solutions and thereby contributes to cultural diversity in
retail and hospitality. Sustainability is a key pillar of METRO’s business.
METRO Digital Cash & Carry launched METRO coins and cards system as a new payment
method for the organization. Any customer depositing minimum 1 lakh INR will receive METRO coins
in exchange which is the newly formed currency of METRO itself. Along with the coins, customer will
also receive a Gold card and be termed as Gold card holder. On every order of 2 Lakhs and above, the
customer will receive a a benefit of 15% discount on the next order. On orders of certain quantity, the
customer will receive benefit of paying only the 1/3rd amount of the total.
Based on the regular and good amount of transaction history along with trustworthy company
relationship for 2 consecutive years, a Gold cardholder can be transferred to the higher level i.e.
Platinum Card. This will be decided by the organization itself after the 2 years of evaluation as
mentioned above. The platinum card holder will receive a benefit of 10% discount on each order placed.
On Monday’s and Friday’s, the Platinum card holder’s can enjoy a discount of 15% in which the 1st digit
of their total bill will be added to 15%. And that will be the total discount offered.
Eg. Bill amount = 5,00,000 /Discount
= 15%
Benefit
= 15 + 5
= 20 % Total Discount Percent
Another facility of Drive - through which was started 3 months ago, received an over-whelming
response. Due on the ongoing coronavirus pandemic, this initiative was taken into account for
maintaining the social distancing norms.
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I.
Newspapers
1. Times of India
2. Hindustan Times
3. Economic Times
4. Lokmat
5. Loksatta
6. Amar Ujala
7. Jagran
8. Gujarat Samachar
 Why we chose these newspapers for press release?
- Because these papers were established a long time ago hence they are read by good number citizens in
India. It may include variety of age groups coming from different generations.
II. Magazines
1. Business India
2. India Today
3. Outlook Business
4. Capital Market
 Why we chose these magazines?
- Since these magazines contain more of business related content, they are mostly used by entrepreneurs,
business person, organizations in the market and many more.
III. Websites
1. indianexpress.com
2. thehindu.com
3. news18.com
4. firstpost.com
5. m.timesofindia.com
 Why we chose the above mentioned websites?
- These are the top ranked websites which has very high number of viewers. This will give METRO
Digital Cash & Carry more publicity and will help in raising its market value.
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 Press Conference - Firstly we will decide what we have to convey via the press conference. Following are the points:
1. METRO Cash & Carry revised its name to “METRO Digital Cash & Carry.”
2. The newly launched METRO Coins and Cards as a payment gateway exclusively for the customers of
METRO Digital Cash and Carry.
3. All the details regarding the same will be discussed in the conference.
4. Demo for using METRO Coins and Card will be shown.
5. New facility Drive- through’s experience over the past 3 months.
- Decide the Date, Day and Time of the press conference. Will try to choose one of the days from
Tuesdays, Wednesdays and Thursdays as they are the best days for press conferences, since they are
considered slower news days. The best time to schedule our press conference is between 10:00 a.m. and
11:00 a.m, to ensure maximum coverage by the media. The risk of missing the afternoon paper or
evening news increases as we fix a later time.
- Venue : At the METRO Digital Cash & Carry store.
- Participants in the conference are Managing Director & CEO, Director Offer Management and Supply
Chain and Digital App developer.
- Mail list of assignment editors at television stations, news directors at radio stations, and at major
newspapers, and editors at weekly newspapers.
- Include reporters worked with before, any contacts in the media, and reporters who may have covered
the issue in recent months.
- Want to have a press advisory prepared and mailed about one week ahead of time to inform the media
about the press conference.
- After we have mailed the press advisories to the media, we will follow up press advisory with phone
contact to the major media outlets. Give the press advisory three days to arrive, then begin telephone
follow-ups with the people we sent our press advisory to (if they say they never got one, offer to bring or
email one to them).
- Provide enough seating in the room for reporters, and enough room for their supporting equipment (e.g.,
cameras, microphone).
- Provide a podium for the moderator, perhaps with the organization's logo on it.
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- On the day of conference:
1. Check the sign in pad to see which media outlets are represented. We may make personal contact
with major media representatives before or after the press conference.
2. Start approximately on time - no later than 5 minutes after the scheduled time.
3. Record the event, for our own records, and for possible media use.
4. The moderator welcomes the press, and addresses the message and participants.
5. After all the presentations, the moderator may entertain any questions from the press, and direct
questions to the appropriate participants.
6. After about 45 minutes, bring the formal conference to an end. Thank the participants for
presenting, and the media for attending. We may encourage the media to stay for further informal
conversation with the participants.
- After the Press Conference:
1. To the extent that we can, make personal contact with representatives at least of the major media
outlets represented. We can have a short, pleasant conversation with them and make a good
impression, they’ll remember us when they need information.
2. By looking through the attendance register,we should be able to determine which major media
were not represented. Not everyone may arrive, as our conference may be preempted by some late
breaking news story elsewhere. We may want to hand deliver a press release and press packet to
these people, send an audio or video feed, or, try to schedule an interview with a reporter and one of
the press conference participants.
3. We might also review the press conference with others from our organization that attended. What
went well? What could we have done better? And how will we improve the next press conference
you hold?
 How will we maintain Media Relations
- Our media vehicles are mentioned below :
1. Television (In the form of advertisements)
2. Radio (In the form of Jingles or a short announcements)
3. Social media - Twitter
Instagram
Posts
Facebook
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YouTube (Advertisements)
4. Magazine (Articles and advertisements)
5. Newspaper (Articles, Advertisements and flyers)
6. Hoardings and Banners
- Our Media Relation Department handles the working of each and every media vehicle related to any
new updates like:
- Launch of a new product.
- Any new brand engaging with our business.
- Discounts are updated.
- “Coming soon” offers and benefits.
- Big Bumper Sale/ Seasonal Sale
- New facility or policies planned for future
- New employee policies
- Changes in the working pattern of the organization
- Reverting back journalists, PR agencies, reporters, etc. with active participation.
- The Media Relations Department of METRO Digital Cash & Carry, in accordance with the above
stated updates makes it a point to meet with every media source and discuss any new information that
need to be updated to the society.
- Press Release and Press Conference are only been held when there is a major update that has to be
specified to the community, hence not wasting time of any journalists, reporters or people of any related
professions.
- At the same time, if any reporter or journalist offers a suggestion or an opinion about specific a story
angle or simply wants answers to his questions, then even those are considered and answered
accordingly.
 Plan of action for Crisis
Communication is essential for overcoming crises, as it keeps the necessary people informed, from a
local action in a single office to a global response. During a crisis situation, employees look to
management for leadership and guidance. Without adequate communication, people may speak or act
incorrectly.
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1. Technological Crisis
In case of any system crash or errors of METRO’s digital application like:
- incorrect transaction of coins
-the balance becomes zero unnecessarily
- the payment app freezes for a certain amount time
- information updated is only visible at one end
-an order can’t be placed through the application
 The plan of action for any type of technological crisis is:
1. Through our media vehicles we will inform the error from our side to the customers and try to calm
and comfort them with assurance that everything will be resolved as soon as possible.
2. The department that we have established for the taking care of the digital services provided contain
a team of professionally trained engineers who have developed and are here to look after any crisis
that occur.
3. In case of data breech, we also have the data backup to avoid any recollection of data that can cause
inconvenience to the customers.
4. In case of any error in the manufacturing unit a team of well trained technician is just a call away
which will help us to resolve the problem as soon as possible.
2. Natural Crisis
-
In case of a cyclone or heavy rainfall which will have direct effect on the supply of the
agricultural product.
-
There are chances that the quality of the supply maybe compromised or come to a hold.
 Plan of action
1. Through our media vehicles we will inform the error from our side to the customers and try to
calm and comfort them with assurance that everything will be resolved as soon as possible.
2. The supply of this product will be stopped from our end and the customers will be informed
about the real reason behind any kind of such inconveniency.
3. This is done because we don't want our customers to buy anything less of a quality then
promised. It is also against our business ethics to provide any kind of compromised service or
product.
4. They will also be informed thoroughly about when will the supply continue.
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3. Financial Crisis
First of all, metro is doing business on advance basis. Hence, there is no point of bad debts from
debtors point of view. In case for internal financial crises from point of expenses, over purchases,
unwanted stocks we should keep some points in our mind.
1. Always keep control mechanism on expenses which is always not more than decided percentage of
sales.
2. Require regular basis of stock audit to keep track on purchase so that we can put control on purchase.
3. Do regular product survey and check what is demanding in market so that we can avoid dumping of
outdated stock.
4. Keep some percentage of income under financial crises fund under separate account which we can use
any time in future if any kind of financial crisis occur.
5. Track customer behaviour via purchasing history of all customers. This data will help and give
appropriate information about various aspects such as when to stock specific products, best- selling stock
as per the season, how much to stock the products, pricing strategy, etc.
 Our communication technique through social media
Social media is the key to distributing content and messages more broadly while enabling to
interact directly with the target audience. To do this quickly and cost efficiently we must
understand where our target audience spends their time on social media.
One of the best ways to accomplish this is to encourage our employees to participate on our
behalf.
1. One-to-many
 Using hashtags to attract a broader audience. This aids findability when keywords are used.
 Mention others in our comments. (Only to be done if explicitly people have mentioned us in their
content or they’ve expressed an interest.)
 Building relationships with influencers. When they comment or share your content, it reaches a
larger audience. This has the added benefit of their endorsement.
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2.One-to-one
This is the prime form of personal interaction. It’s a great way to reach out to people already
known. Additionally, marketers can send targeted messages to answer enquiries and customer
service questions.
 Use private messaging to engage prospects, customers. These are hyper-targeted messages.
 Most social media platforms require permission to communicate with individual members of our
customers.
 Be available when we first publish our content. Reply to comments and shares to keep the
momentum going.
3.Many-to-many
Communications go in multiple directions concurrently among customers.
 Monitor social media for brand mentions.
 Reply to people who contact us via social media.
 Understand that customers’ time expectations are short on social media. They expect us to
respond immediately.
4.Notices or status updates
This can be targeted at our connections or more broadly to everyone on a specific social media
platform.
 Status updates keep our name top of mind with our fans. This can be useful on platforms
like Facebook and Google+ where followers are notified via email of our message.
 From a marketing and customer service perspective, they’re useful for time sensitive
information or to announce promotions.
 Adding keyword related hashtags to our status updates to broaden our customers.
 Be consistent with what’s appropriate for each platform.
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5. Information distribution
This is a one-to-many method of delivering our content to a broader audience, often by placing it
on a variety of social media platforms.
When we are distributing content, we will make sure that there is maximization of social media
distribution by using a checklist.
 Add social sharing to distribute information to our readers’, followers.
 Tailor our content to the specific social media platform.
 Understand the social media differences to maximize our results.
 Craft attention getting headlines. Not assuming that our followers read everything we
publish.
 Add social media bling. For most platforms this means visual content including photos or
video. People are visual beings.
6. Commentary
 Encompassing likes, comments and reviews, commentary provides a conduit for
interactions with our connections and other participants more broadly.
 Depending on the platform, this form of social media communications can be an
influential factor in purchasing.
 Being attentive and responsive on the social media entities where our audience engages.
Regardless of whether the information is positive or negative, we answer it.
 We don’t want to show up only when we are on the defensive responding to negative
reviews.
 Not feeding the trolls.
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7. Discussion
Conversations occur on social media. They’re a form of interaction and engagement.
Their distinguishing factor is that they’re many-to-many since multiple conversations occur at the
same time.
 Participate and respond to participants who mention and contact you. Show you’re paying
attention and care.
 Letting customers know about any kind of on-the-spot interaction taking place.
8. Messages
This is what is we conventionally consider communications. It’s information that’s timely and
more in-depth.
Messages are one-to-many or one-to-one. They provide information the recipient wants and,
often, actively seeks. The more targeted the communication, the better.
 Not forgetting that email is still the king of social media.
 Respond promptly to social media messages. Otherwise, followers think no one is taking
care.
 Target your messages based on platform and type of communication in order to maximize
the effectiveness of our social media communications.
 Make it easy for our customers and to support and share our messages.
 And don’t forget to add bling in the form of images and video where appropriate
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