HyperCITY Retail India LTD.

164
A PROJECT REPORT ON THE VARIOUS PROMOTIONAL STRATEGIES OF HYPERCITY (A study done at Mumbai branch) BY SANJAY SAHA (B-102) UNDER THE GUIDANCE OF DR. THIRUMAGAL PILLAI INDIRA INSTITUTE OF MANAGEMENT PGDM 2010-12 i

description

Basically it's a Management Training Project which I experienced in 2 months during my M.B.A. This document contains the information about HyperCITY Retail Store which is located in Malad, Mumbai (M.H). This document also focuses on the effectiveness of promotional strategies of a retail organization and current Retail scenario of India. I suggest you to take this project as a study material only.

Transcript of HyperCITY Retail India LTD.

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A

PROJECT REPORT

ON

THE VARIOUS PROMOTIONAL STRATEGIES OF HYPERCITY

(A study done at Mumbai branch)

BY

SANJAY SAHA (B-102)

UNDER THE GUIDANCE OF

DR. THIRUMAGAL PILLAI

INDIRA INSTITUTE OF MANAGEMENT

PGDM 2010-12

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“THE VARIOUS PROMOTIONAL

STRATEGIES OF HyperCITY”

(A study done at Mumbai branch)

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ACKNOWLEDGEMENT

We take the opportunity to express our gratitude to all of them who in some or

the other way help us to accomplish this project. The research study cannot be

completed without your guidance, assistance, inspiration, and co-operation. We

particularly owe our gratitude to Dr Thirumagal Pillai madam to give a such a

opportunity. And lastly to all the people who cooperate and encourage us, with

their valuable time.

A very special thanks to HyperCITY Retail LTD. Malad, Mumbai and all the

members who given me the opportunity and supported me to learn in their

organization and I’m very thankful to Mr. ABHIJEET GAWDE the marketing

officer of HyperCITY who helped me a lot to pursue my summer internship

under him.

SANJAY SAHA

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EXECUTIVE SUMMARY

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TITLE

“THE EFFECTIVENESS OF PROMOTIONAL ACTIVITIES OF HYPERCITY”

RETAIL INDUSTRY

Retail has played a major role world over in increasing productivity across a wide range of

consumer goods and services .The impact can be best seen in countries like U.S.A., U.K.,

Mexico, Thailand and more recently China. Economies of countries like Singapore, Malaysia,

Hong Kong, Sri Lanka and Dubai are also heavily assisted by the retail sector.

HyperCITY RETAIL INDIA LTD .

HyperCITY is the part of K Raheja corp. group and was incepted in 2005. It provides a truly

international shopping experience where customer can shop in comfort in a large, modern and

exiting environment. It offers a wide and contemporary range of innovative products, sourced

from both local and international markets.

OBJECTIVES

PRIMARY OBJECTIVE:

To study the effectiveness of promotional activities which influences a customer to

purchase from HyperCITY?

SECONDARY OBJECTIVES:

To find out the satisfaction level of Hypercity membership Discovery Club Card?

To know the promotional activity awareness among the customers

To know the various mediums of promotional activities of HyperCITY

To understand the ambience effects on the customers.

To know the frequency of visiting the customers at HyperCITY.

To know which category of product selling more.

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SAMPLE SIZE

300 (Three hundred)

METHODOLOGY:

The basic methodology that we followed was the questionnaire method.

Research objectives were clearly stated before designing the questionnaire

Information was collected form a sample size of 300 respondents, which included both

males and females.

Information obtained from the respondents was analyzed and interpreted.

Findings revealed by the tabulations were listed in a summarized form as

Recommended Actions

The sampling method used was Non-probability random sampling.

Sample population Resident of Mumbai

Sample frame Customers of HyperCITY

Data collected Non probability convenience sampling

method

.

SOURCES OF COLLECTION OF DATA:

All the useful data which were require for this research has been collected through Primary

and secondary data

Primary data collected through Questionnaire

Secondary data collected through Internet, Magazines and newspapers.

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FINDINGS

The promotional activities did have the influence on customers.

People are aware of promotional activities done by HyperCITY.

Among various means of doing promotions like newspapers, leaflets and catalogues

are the better means which attracted customers.

Customers always visited HyperCITY because of better ambience and quality

products.

Among many products offered, maximum sales happens is for the groceries section at

HyperCITY. This is because quality products are offered.

Weekly offers are not given importance by the customers.

Many of the customers are not aware of offers given such as hyper Wednesday, Friday

blockbuster etc.

Discovery club card (membership card) is satisfactory among the customers

Many customers did purchases, but did not avail the benefit of membership (DCC)

card.

Ambience and comfortable atmosphere rather proved to be gaining momentum for

HyperCITY.

ASSUMPTIONS:

It is assumed that chosen sample is a representation of the entire population

It is assumed that the information provided by the samples is accurate and best of their

knowledge.

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CONCLUSION

The target segment of HyperCITY is niche class people mainly and they don’t come for any

offers so HyperCITY doesn’t need to do the advertisement very frequently. The customers

come for shopping because of the standard of the store, the quality of the products, hygiene

and the world class ambience which gives them a very comfortable atmosphere

RECOMMENDATIONS

Many of the customers are not aware of the Hyper weekly offers so try them to make

them aware

Many of the customers said that the customer associate doesn’t respond very well so

train them thus they can help the customers.

Follow up of the HAM section is not very good. So try to give better after sales service

thus customer can come back again and again.

Many of the members of DCC are not getting the emails and sms from HyperCITY so

update the customer information while enrolling the customers

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CONTENTS

Chap No. Title Page No.

1 Introduction 2

2. Industry Profile

Size of the Industry

Growth trends

Government policies

Major players

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3. Company and Product Profile 21

4. Literature Review 43

5. Objective and Scope of Study 48

6. Research Methodology

Research design

Sampling design

Data collection

Limitation & Assumptions

50

7. Data Analysis and Interpretation 76

8. Observation and Findings 99

9. Conclusions 101

10. Recommendations 103

References 105

Questionnaire 107

LIST OF TABLESx

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Table No. Title Page no.

1. World’s Top Ten Retailers by Revenue 6

2. Retail Formats 8

3. Retail formats in India 11

4. Entry options for foreign players 17

5. Sample size 53

6. Sources of advertisement 78

7. Frequency of shopping 80

8. Products usually purchased by customer 82

9. Products usually purchased by customer 84

10. Awareness about Hyper weekly offers 88

11. Offers preferred by customers 94

12. Ratings 96

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LIST OF GRAPHS AND CHARTS

Chart No. Chart Title Page No.

1. Promotional activity seen by the customers 76

2. Sources of promotion 78

3. Frequency of shopping 80

4. Products usually purchased by customer 82

5. Products usually purchased by customer 84

6. Visual merchandising 86

7. Awareness about Hyper weekly offers 88

8. Discovery club card 90

9. Satisfaction level for discovery club card 92

10. Offers preferred by customers 94

11. Ratings 96

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INTRODUCTION

RETAILING :AN INTRODUCTION

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The distribution of consumer products begins with the producer and ends at the ultimate

consumer. Between the producer and the consumer there is a middleman---the retailer,

who links the producers and the ultimate consumers.

Retailing is defined as a conclusive set of activities or steps used to sell a product or a service

to consumers for their personal or family use. It is responsible for matching individual

demands of the consumer with supplies of all the manufacturers. The word ‘retail’ is derived

from the French work

retailier, meaning ‘to cut a piece off’ or ‘to break bulk’. In simple terms, it implies a first-hand

transaction with the customer. A retailer is a person, agent, agency, company, or organization

which isinstrumental in reaching the goods, merchandise, or services to the ultimate consumer.

The selling need not necessarily take place through a store. Retailing encompasses selling

through the mail, the Internet, door-to-door visits---any channel that could be used to approach

the consumer. When manufacturers like Dell computers sell directly to the consumer, they

also perform the retailing function. Retailing has become such an intrinsic part of our

everyday lives that it is often taken for granted. The nations that have enjoyed the greatest

economic and social progress have been those with a strong retail sector. Why has retailing

become such a popular method of conducting business? The answer lies in the benefits a

vibrant retailing sector has to offer—an easier access to a variety of products, freedom of

choice and higher levels of customer service. As we all know, the ease of entry into retail

business results in fierce competition and better value for customer.

To enter retailing is easy and to fail is even easier. Therefore, in order to survive in retailing, a

firm must do a satisfactory job in its primary

DEFINITION :

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Historically retailing has been viewed as the ale of the goods to the consumer through retail

shops. However, retailing today should be viewed as being rather broader.

Retailing is the sale of the goods and services to the ultimate consumer for personal, family or

household use. Thus retailing involves more than selling tangible products. The purchase of a

service such as a haircut or dry cleaning is also a retail transaction. Purchases for a business or

industrial use are not retail transactions.

FUNCTIONS OF RETAILING:

The retail outlet may provide some or all of the following services to its customers:

Convenient location.

An assortment of merchandise appropriate to the particular market (i.e allows choice)

Breaking of bulk so that small quantities can be sold.

Processing of merchandise to more acceptable forms.

Holding of stock for instant availability at relatively stable prices.

Helping to effect change in ownership of goods.

Causing goods to move through the distribution system e.g from manufacturer to

wholesaler to retailer to consumer.

Information not only to the consumer but also to suppliers.

Product guarantees, after-sales service and dealing with customer complaints.

Credit and hire- purchase facilities.

Some facility for social intercourse.

IMPORTANT FEATURES OF RETAILING:

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There is direct end-user interaction in retailing.

In is the only point in the value chain to provide a platform for promotions.

Sales at the retail level are generally in smaller unit sizes.

Location is a critical factor in retail business.

In most retail businesses services are as important as core products.

There are a larger number of retail units compared to other members of the value chain. This

occurs primarily to meet the requirements of geographical coverage and population density

RATIONALE OF STUDY:

In today’s economy and competitive business world retaining the customer base is critical to

the company’s success. Customer retention and satisfaction drives profits. It’s far less

expensive to cultivate the company’s existing customer base and sell more service to them

than to seek new single transaction customer. Keeping one existing customer is five to seven

times more profitable than attaching new one. Good customer retention is vital to any

organization because a slight reduction in the customer defection rate has a disproportionally

positive effect on profitability. 5% increase in customer retention can result in profit increase

of at least 20% for more business company wants to retain the customers so that they become

loyal advocates for the company’s brand.

The study makes an effort to ascertain the effectiveness of the promotional activities. It helps

to know that how does a customer influence by the promotional activities. The study helps to

understand why customers shop at a particular store. The retail store can rise up to the

expectations of the customers only by how do you make him feel difference than others.

Promotional activities makes a loyal relationship between the customers and the retail

organization. The subject has been taken for the research as it plays key role in the success of

retail store. As long as the store is able to being in touch with its customer, customers will

remain in the bracket of loyal customers. This study helps to understand the factors which

pulls customers to retail store.

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SECTOR PROFILE

THE GLOBAL RETAIL INDUSTRY: AN OVERVIEW

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Retail has played a major role world over in increasing productivity across a wide range of

consumer goods and services .The impact can be best seen in countries like U.S.A., U.K.

Mexico, Thailand and more recently China. Economies of countries like Singapore, Malaysia,

Hong Kong, Sri Lanka and Dubai are also heavily assisted by the retail sector.

Retail is the second-largest industry in the United States both in number of establishments and

number of employees. It is also one of the largest worldwide. The retail industry employs

more than 22 million Americans and generates more than $3trillion in retail sale annually.

Retailing is a U.S. $7 trillion sector. Wal-Mart is the world’s largest retailer. Already the

world’s largest employer with over1million associates, Wal-Mart displaced oil giant Exxon

Mobil as the world’s largest company when it posted $219 billion in sales for fiscal 2001.

Wal-Mart has become the most successful retail brand in the world due its ability to leverage

size, market clout, and efficiency to create market dominance. Wal-Mart heads Fortune

magazine list of top 500companies in the world. Forbes Annual List of Billionaires has the

largest number (45/497) from the retail business.

WORLD’S TOP TEN RETAILERS BY REVENUE

No

.

Name Headquarters Revenues

($billions)

No. of outlets No. of countries

Operating in

1. Wal-Mart US 408.21 8900 15

2. Carrefour France 126.5 15500 34

3. Tesco UK 99.7 502 15

4. Metro Germany 92.02 2100 33

5. Lidl Germany 82.08 7200 20

6. Kroger US 76.7 3264 1

7. Home Depot US 71.5 2242 4

8. Costco US 71.4 573 8

9. Target US 65.357 1743 2

10. Aldi Germany 58 8210 18

OVERVIEW OF RETAIL SECTOR IN INDIA

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Retailing is one of the pillars of the economy in India and accounts for 13% of GDP.

The retail industry is divided into organized and unorganized sectors. Over 12 million outlets

operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size.

Organized retailing refers to trading activities undertaken by licensed retailers, that is, those

who are registered for sales tax, income tax, etc. These include the corporate-

backed hypermarkets and retail chains, and also the privately owned large retail businesses.

Unorganized retailing, on the other hand, refers to the traditional formats of low-cost retailing,

for example, the local kirana shops, owner manned general stores, paan/beedi shops,

convenience stores, hand cart and pavement vendors, etc.

Most Indian shopping takes place in open markets and millions of independent grocery shops

called kirana. Organized retail such supermarkets accounts for just 4% of the market as of

2008. Regulations prevent most foreign investment in retailing. Moreover, over thirty

regulations such as "signboard licenses" and "anti-hoarding measures" may have to be

complied before a store can open doors. There are taxes for moving goods to states, from

states, and even within states.

India‘s retail market, valued at US$ 353 billion in 2010, is projected to grow at a rate of 12 per

cent per annum. India has one of the largest number of retail outlets in the world. The sector is

witnessing exponential growth, with retail development taking place not only in major cities

and metros, but also in Tier-II and Tier-III cities.

INDIAN RETAIL INDUSTRY : SUMMARY

Accounts for 13% of GDP and 8% of total employment

Over 90% is unorganized.

Valued at US$ 400 billion (2011)

Projected to grow at a rate of 12 % per annum to US$ 785.12 billion by 2015.

India currently allows 51 per cent FDI in single-brand retail and 100 per cent in

wholesale cash-and-carry operations.

India will announce new rules for foreign investment in retail by April 2012.

RETAIL FORMATS:

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Media

Activity

Elements

In store Catalogue Cable TV WWW Telephone

Means of

Mediation

Humans in

Brick and

Mortar

Environment

Paper

&Telephonic

Broadcast

&Telephonic

Computer

&Voice over

Internet

Protocol

Telephonic

Customer Face to Face Remote, Remote, Remote, Remote,

Interface Sales

Service

Print,

Response

Voice only

Voice only,

Recreate

Social Aspect

voice often

electronic

Voice Only

Product

presentation

3-

Dimensional

Displays

Photograph &

Text

Television

image &

demonstration

Computer

image,

Photograph

Text

Telephonic

product &

service

description

RETAILING FORMAT IN INDIA:

Mom-and-Pop stores:

Mom-and-pop stores: they are family owned business catering to small sections; they are

individually handled retail outlets and have a personal touch.

Malls:

The largest form of organized retailing today. Located mainly in metro cities, in proximity to

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urban outskirts. Ranges from 60,000 sqft to 7,00,000sqft and above. They lend an ideal

shopping experience with an amalgamation of product, service and entertainment, all under a

common roof. Examples include Shoppers Stop, Piramyd, and Pantaloon.

Specialty Stores:

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's

Music World and the Times Group's music chain Planet M, are focusing on specific market

segments and have established themselves strongly in their sectors.

Discount Stores:

As the name suggests, discount stores or factory outlets, offer discounts on the MRP through

selling in bulk reaching economies of scale or excess stock left over at the season. The product

category can range from a variety of perishable/ non-perishable goods.

Department Stores:

Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further

classified into localized departments such as clothing, toys, home, groceries, etc.

Departmental Stores are expected to take over the apparel business from exclusive

brand showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which

started in Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India

and even has its own in store brand for clothes called Stop.

Hyper marts/Supermarkets:

Large self-service outlets, catering to varied shopper needs are termed as Supermarkets. These

are located in or near residential high streets. These stores today contribute to 30% of all food

& grocery organized retail sales. Super Markets can further be classified in to mini

supermarkets typically 1,000 sqft to 2,000 sqft and large supermarkets ranging from of 3,500

sqft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.9

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Convenience Stores:

These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a

limited range of high-turnover convenience products and are usually open for extended

periods during the day, seven days a week. Prices are slightly higher due to the convenience

premium

Category Killer:

small specialty stores that offer a variety of categories. They are known as category killers as

they focus on specific categories, such as electronics and sporting goods. This is also known

as Multi Brand Outlets or MBO's.

RETAIL FORMATS IN INDIA:

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Format Description Example

Hypermarkets Avg. Size 50000-100000 sq. ft.

Offers a large basket of products ranging

from grocery, fresh and processed food,

beauty and household products, clothing

and appliances.

HyperCITY

STAR

BAZAAR

Department

stores

Avg. size-10000 to 60000 sq. ft

Offers a large layout with a wide

merchandise mix, usually in cohesive

categories including fashion

SHOPPER’S

STOP

LIFESYLE

Shopping

malls

Avg size 60,000 sqft to 7,00,000 sq. ft

and above

The largest form of organized retailing

today

INORBIT

MALL

INFINITY

PHOENIX

Supermarket Avg. size-10000 to 60000 sq. ft

Having a strong focus on food & grocery

and personal sales

BIG BAZAAR

D MART

Mom & Pop

shops

They are family owned business catering

to small sections

They are individually handled retail

outlets and have a personal touch.

KIRANA

SHOPS

LALA SHOPS

BARRIERS IN THE INDIAN RETAIL SECTOR

To become a truly flourishing industry, retailing needs to cross the following hurdles:

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Automatic approval is not allowed for foreign investment in retail.

Regulations restricting real estate purchases, and cumbersome local laws.

Taxation, which favours small retail businesses.

Absence of developed supply chain and integrated IT management.

Lack of trained work force.

Low skill level for retailing management.

Lack of Retailing Courses and study options

Intrinsic complexity of retailing – rapid price changes, constant threat of product

obsolescence and low margins.

MAJOR PLAYER IN RETAIL

Future Group:

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Pantaloon Retail (India) Limited, is a large Indian retailer, which is part of the Future Group,

and operates multiple retail formats in both the value and lifestyle segment of the Indian

consumer market. Headquartered in Mumbai, the company has over 1,000 stores across 71

cities in India and employs over 30,000 people and as of 2010, it was the country's largest

listed retailer by market capitalization and revenue.

With effect from 1 January 2010 the company separated its discount store business, which

includes the Big Bazaar hypermarket and the Food Bazaar supermarket businesses, into Future

Value Retail Ltd., its wholly owned subsidiary, so that the company may be listed

independently.

Retail Outlets:

Fashion-Big Bazaar, Pantaloons, Central, ALL, Brand Factory, Blue Sky, Top 10, Fashion

Station- Big Bazaar, Lee Cooper (JV), Ethnicity

Mall - Central

Food - Food Bazaar

Electronics - eZone, Electronic Bazaar, STAPLES (JV)

E-tailing - www.futurebazaar.com

Home Improvement - Home Town

K Raheja Group :

Established in 1956, over the decades, K. Raheja Corp has undergone a major transition from

a real estate developer to a well diversified corporate. Under the leadership of Mr. C L Raheja,

we have progressed rapidly and today, K. Raheja Corp. has grown into a multi-dimensional

organization in the fields of Real Estate, Retailing and Hospitality. The group has the

following formats in retail.

Mall - Inorbit

Book store - Crossword

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Fashion - Shopper’s Stop

Hypermarket - HyperCITY.

Tata Group :

Established in 1998 trend .one of the subsidiary of Tata group –operates Westside,a lifestyle

retail chain and star India bazaar –a hypermarket with a large assortment of product at the

lowest price .Tata has also formed a subsidiary named infinity retail hitch consist of Croma ,a

consumer electronics chain.

RPG group

:

The RPG Group one of India's largest industrial conglomerate headquartered in Mumbai,

India. It was founded by RP Goenka in 1979. Today the RPG Group is involved in diverse

sectors of business, including power generation, power transmission, information technology,

retail, and entertainment. It owns the following retail outlets:

Spencer's Retail

Food World

Music World

Books and Beyond

Reliance retail

Reliance Retail is the retail business wing of the Reliance business. Many brands like Reliance

Fresh, Reliance Footprint, Reliance Time Out, Reliance Digital, Reliance Wellness, Reliance

Trendz, Reliance Autozone, Reliance Super, Reliance Mart, Reliance I Store, Reliance Home

Kitchens, and Reliance Jewel come under the Reliance Retail brand.

LandMark:

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The Landmark Group provides a value-driven product range for the entire family through a

diverse portfolio of core retail brands. This includes a host of home grown brands in addition

to international franchise offering. Their brands include:

Home Centre Baby Shop Shoe Mart Splash Max Lifestyle Home Décor

GOVERNMENT POLICIES IN RETAIL

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The Indian government is likely to announce policy changes allowing foreign direct

investment (FDI) in the multi-brand retail segment. It is currently reviewing a draft report on

FDI in multi-brand retail, according to media reports.

The Department of Industrial Policy and Promotion (DIPP) under the Ministry of Commerce

and Industry is currently fine tuning a draft report submitted by an inter-ministerial committee.

The report is said to have been prepared after taking the consent and viewpoints of all

stakeholders into consideration.

The current regulations on retail allow 100 per cent FDI in wholesale cash-and-carry trading.

In single-brand retailing, 51 per cent FDI is allowed while no FDI is allowed in multi-brand

retailing. After DIPP's review, the report will be sent to the Cabinet Committee on Economic

Affairs for it to be converted into policy, say senior government officials.

The government is seeking an opportune time to reveal the changes so that it may not cause

any upheaval or resistance by the public, as it could potentially affect the livelihood and

employment of millions, the officials added. It is likely that the government of India may relax

the FDI norms in multi-brand retail during the announcement of the annual Budget for 2011-

2012.

Commerce and Industry Minister Anand Sharma has said that a broad-based consensus in

policy formulation for further development of the sector was needed and that the ministry

itself wanted a 51 per cent FDI cap for the sector as was allowed in single-brand retail.

The Ministry of Consumer Affairs and Public Distribution has recommended a 49 per cent

FDI cap in multi-brand retail and the ministry of micro, small and medium enterprises 18 per

cent. The Ministry of Communications and IT , however, feels that liberalisation of FDI norms

will hit electronics manufacturers hard.

Time and again, international multi-brand retailer like Wal-Mart, Carrefour and Metro have

lobbied to open up India's retail sector for foreign direct investment with an eye on the

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country's vast consumer market. Some of them have opened cash-and-carry stores across the

country

Franchise agreements • Most widely used entry route by

multinational retailers

• Fast food retailer Domino’s entered India

through master franchise

root while Pizza Hut entered through regional

franchisee

Cash and Carry whole sale treading 100% FDI is allowed in wholesale trading

which involves buildingbuilding

of a large distribution infrastructure to assist

local manufacturers

• The wholesaler deals only with smaller

retailers and not consumers

• Metro AG of Germany was the first

significant global player to

enter India through this route

Strategic licensing agreements Foreign company enters into a licensing

agreement with a domesticretailer

• Mango, the Spanisn apparel brand has

entered India through this

route with an agreement with Piramyd,

Mumbai

• SPAR entered into a similar agreement with

Radhakrishna

Foodlands Pvt. Ltd

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CHALLENGES & OPPORTUNITIES

Retailing has seen such a transformation over the past decade that its very definition has

undergone a sea change. No longer can a manufacturer rely on sales to take place by ensuring

mere availability of his product. Today, retailing is about so much more than mere

merchandising. It�s about casting customers in a story, reflecting their desires and

aspirations, and forging long-lasting relationships. As the Indian consumer evolves they

expects more and more at each and every time when they steps into a store. Retail today has

changed from selling a product or a service to selling a hope, an aspiration and above all an

experience that a consumer would like to repeat.

For manufacturers and service providers the emerging opportunities in urban markets seem to

lie in capturing and delivering better value to the customers through retail. For instance, in

Chennai CavinKare�s LimeLite, Marico�s Kaya Skin Clinic and Apollo Hospital�s

Apollo Pharmacies are examples, to name a few, where manufacturers/service providers

combine their own manufactured products and services with those of others to generate value

hitherto unknown. The last mile connect seems to be increasingly lively and experiential.

Also, manufacturers and service providers face an exploding rural market yet only marginally

tapped due to difficulties in rural retailing. Only innovative concepts and models may survive

the test of time and investments. However, manufacturers and service providers will also

increasingly face a host of specialist retailers, who are characterized by use of modern

management techniques, backed with seemingly unlimited financial resources. Organized

retail appears inevitable

There is no denying the fact that most of the developed economies are very much relying on

their retail sector as a locomotive of growth.. The Retail Industry in India has come forth as

one of the most dynamic and fast paced industries with several players entering the market.

But all of them have not yet tasted success because of the heavy initial investments that are

required to break even with other companies and compete with them. The India Retail

Industry is gradually inching its way towards becoming the next boom indust

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COMPANY

AND

PRODUCT PROFILE

COMPANY ORIENTATION

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HyperCITY is the part of K Raheja corp group and was incepted in 2005. It provides a truly

international shopping experience where customer can shop in comfort in a large, modern and

exiting environment. It offers a wide and contemporary range of innovative products, sourced

from both local and international markets.

OUR VISION

To be an integral part of customer live, by offering them a high quality shopping experience

through great products at ever better prices.

WHAT WE ARE

Hypermarket model – 1, 20,000 Sq. Ft. and above.

Best priced, full supermarket within.

Widget general merchandise range

Dominant assortment in chosen categories

International shopping experience

Lisuretainment

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HyperCITY

HyperCITY Retail (India) Ltd. is part of the K. Raheja Corp. Group, a leader in

the Indian retail sector. K. Raheja Corp helped create retail boom in India with Shopper's

Stop, Inorbit Mall and Crossword apart from their successes in realty and hospitality

HyperCITY has 10 stores, covering approx 8 lac sq. ft, operational across 7 cities

viz. Mumbai (Malad, Thane & Vashi), Amritsar, Jaipur, Bengaluru, Bhopal, Ludhiana 

&Hyderabad. It offers a wide range of product in categories like Fresh produce, Foods and

Grocery, Home, Bakery, electronics, Furniture, Sports, Toys & Apparel. it now is gearing up

to commission three more stores at Ahmedabad, Pune and Mumbai by December

HyperCITY also offers other value added services like consumer finance, ATM facility,

telecom services, pharmacy, Bakery and Restaurants etc under one roof. HyperCITY launched

its first store in Malad, Mumbai, which is spread over 1, 20,000 sq ft. It offers over 44,000

products sourced from both local & global markets.

HyperCITY, the hypermarket offer from Shoppers Stop has a chain of 10 stores (covering

approx. 8 lac sq ft) with the addition of a store in Bangalore recently, and. The company

closed year 2010-11 with a growth of about 80 % clocking sales of Rs 600 crore and expect to

take this up to Rs 900 crore in 2011-12. Food business contributes about 58 % revenue. The

company hopes to achieve an operational break even this year. Contribution from private label

is expected to be increased to 23 % this year and 25 % next year.

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K. RAHEJA GROUP

COVERAGE

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HyperCITY – Malad

Next to Inorbit Mall

Malad Link Road

Malad (West)

Mumbai 400 064

Ph: +91 - 22 - 40078418/ 19/ 20

HyperCITY - Vashi

GR Floor, Inorbit Mall

Plot No. 39/1, Sector - 30/A

Vashi

Navi Mumbai 400 703

Ph: +91 - 22 – 40501300

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HyperCITY – Thane

Ground Floor, Big Thane Shopping Centre

Ghodbunder Road,

Behind Kasarvadawali Police Station,

Thane

Ph: +91 - 22 – 25987777

HyperCITY – Hyderabad

Inorbit Mall, Lower Ground Floor,

Opp. I-Labs, Hi-tech City,

Madhapur, Hyderabad

Andhra Pradesh

Ph: +91 - 040 – 44882031

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HyperCITY - Amritsar

Alpha One Mall, Upper basement,

MBM Farms,

Sultan Wind Suburban,

Main G. T. Road, Amritsar - 143 001

Ph: +0183 - 661 5555

HyperCITY – Jaipur

Triton – The Mega Mall, Lower Ground Floor,

Nr. Jhotwara Pulia & Sikar Road Circle,

Jhotwara Road, Jaipur - 302 012

Rajasthan

Ph: +91 - 141 - 4094660/

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HyperCITY – Bhopal

DB CITY

Arera Hills

Bhopal 462011

Ph: 1800-209-7172

HyperCITY – Ludhiana

Lower basement, MBD neopolis mall

Ferozpur road, adjacent to Rajguru nagar,

Ludiana - 141001

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HyperCITY – Bangalore 1

Embassy Paragon, Ground Floor,

Nr. Kundalahalli Gate,

ITPL Road, Near Brooke Field,

Bangalore - 560 037

Ph: +91 - 080 - 4364 3333

HyperCITY – Bangalore 2

Lower ground floor

Royal meenakshi mall

Bannergatta road,

bengaluru

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HyperCITY – Pune

Ground floor

Kumar pacific mall,

Shankarsheth road,

Swargate,

pune

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HyperCITY, MALAD

HyperCITY, Malad is a flagship store in Mumbai which has niche segment target people.

This store is 1, 20.000 sq. ft. huge in size and

a wide parking area within. HyperCITY, Malad has 68% market share

in his catchment area

CATCHMENT AREA

Malad east & west

Goregaon east & west

Andheri east & west

Bangur nagar

HyperCITY gives a wide & huge space for shopping and provides standardized, luxurious and

international experience of shopping.

HyperCITY provides hygienic and quality products to their customers.

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HyperCITY, MALAD

HyperCITY – MALAD

Next to Inorbit mall

Malad Link Road

Malad (West)

Mumbai 400 064

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HyperCITY PRODUCT SECTIONS

FOOD & GROCRY ITEMS

Fruits & vegetables

Meat &Fish

Staples

Ready & Instant Food

Beverages

Home care

personal care

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HOME SECTION

Home ware

Home needs

Home linen

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HIGH TECH SECTION

Computing

Communication

Photography

Imaging

HOME ENTERTAINMENT SECTION

Vision

Audio

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APPLIANCES SECTION

Large appliances

Small appliances

Personal care

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FASHION SECTION

Men’s wear

Women’s wear

Kids wear

Foot wear

Accessories

TOYS SECTION

Infant toys

Soft toys

Electronic toys

Learning toys

Outdoor toys

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SPORTS SECTION

Health & Fitness

Outdoor sports

Indoor sports

FURNITURE SECTION

Living Room

Bed Room

Dining Room

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EXCLUSIVE BRANDS

HyperCITY has a wide array of exclusive brands across all categories. These brands ensure

increased value to our customers through superior product offerings, quality and uniqueness at

great prices

FOOD & GROCERY

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TERZO:

The Power of Super clean is now in your hands. Introducing Terzo

Home cleaners with power of 3! The range comprise of power

cleaners, Everyday Cleaner, Toilet cleaner, Floor Cleaner & Utensil

Cleaner.

FRESHBASKET:

Every Fresh Basket product guarantees freshness and quality on a

daily basis, with all the goodness locked in. Fresh Basket offers the

freshest selection of meat, seafood, fresh produce, freshly baked

breads, specialty bread, etc.

HyperCITY

HyperCITY is dedicated to bring wholesome food to your family at

great prices. Our products are packed under hygienic conditions and

are priced to offer real value, every day. HyperCITY encompasses

everyday foods like cereals, spices, flour, pulses, dry fruits and other

products.

WAITROSE

Voted the top supermarket chain in UK. Exclusively available at

HyperCITY. Come and taste the best of teas, coffees, juices, jams and

more.

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EBANO

Discover stylish essentials for your home with HyperCITY’s exclusive

brand e b a n o. e b a n o presents a selection of basic products with a

modern appeal. Bringing your home to life with contemporary designs,

vibrant colours, great value & is present across Utensils, Cutlery,

Bakeware, Crockery, Glassware, Pots'n'pans, Implements, Bed linen,

Towels, Cushions, Table linen, pillows and more.

AVORIO:

Make your home a more luxurious place with Avorio, the exclusive

brand from HyperCITY. AVORIO offers exclusive, versatile and

classic designs to enhance your lifestyle. Avorio spans Implements,

Pots'n'pans, Glassware, Cutlery, Crockery, Towels, Bed linen, Table

linen, Duvets & quilts and more.

EVERYDAY:

The range includes everything you need for your office - office

accessories, writing instruments, paper stationery, etc.

FASHION

HyperCITY offers a coordinated range at super prices; cutting across clothing, footwear,

sunglasses, watches, hair accessories, bags and jewelry.

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JOOJOOBS

Discover Fashion for your little ones!! The Joojoobs range of

comfortable garments for infants includes designer infant wear and

infant western wear. The range combines the finest quality fabrics &

vivid colors to create a high value range of infant wear.

CITYSENSE

Comprises of a basic line of value packs at super duper prices;

covering value packs of tees, socks, briefs, vests, basic denim, etc., for

men, women & kids.

CITYLIFE

Everyday wear for men, women, kids and footwear, styled for value.

CITYSTYLE

Offers the latest trends in clothing in the market, at prices that are

affordable.

RIVERINC.

A range of quality denims for men, ladies and kids. The range

comprises of basic denims, fashion denims, tees, cargos, denim shirts

and jackets.

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APPLIANCES

TECHNIX:

Our Technix range of appliances will be available across microwaves,

cook-tops and mixer-grinders.

RALEIGH

The Raleigh Series of bicycles are available exclusively at

HyperCITY. Raleigh is one of the world’s biggest brands in Bicycles.

Raleigh bicycles are simple, elegant, efficient and fun. They are

designed with care and fitted with latest technology. Raleigh has the

following varieties in bicycles - Mountain Sport, Platinum, Juvenile,

Toy cycles, etc.

MAXIT:

The Maxit line of sports equipment and apparels is available

exclusively at HyperCITY. Maxit stands for - Maximum Range, i.e. it

offers a superior line up of sports gear at great value. Maxit is

available across sports categories like cricket, football, basketball,

volleyball, boxing and baseball.

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LITRATURE REVIEW

WHAT IS PROMOTIONAL STRATEGIES?

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Promotion is one of the four elements of marketing mix (product, price, place and promotion).

It is the communication link between sellers and buyers for the purpose of influencing,

informing or persuading a potential buyer’s purchasing decision.

PROMOTION MIX

Promotion mix contains five elements they are -

Personal selling

Advertising

Sales promotion

Direct marketing

Publicity

OBJECTIVE OF PROMOTION

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There are three basic objectives of promotion these are –

To present information to consumers as well as others

To increase demand.

To differentiate a product

TYPES OF PROMOTIONAL STRATEGY

Basically there are two types of promotional strategies are used they are –

Push strategy

Pull strategy

CHANNELS OF PROMOTION

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There are the various channels of promotion are given below-

Newspapers

Magazines

Radio

Television

Direct mail

SMS

Outdoor advertising

Word of mouth

Leaflets

Catalogues

Announcement

PROMOTION TOOLS

Samples

Coupons

Cash refund offers (Rebates)

Price offs (Cent-off deals)

Premiums (gifts)

Frequency programs

Prizes (contests, sweepstakes, games)

Patronage awards

Free trials

Product warranties

Tie-in promotions

Cross promotions

Point-of –purchase (pop) displays and demonstrations

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Price offs

Allowance

Free goods

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OBJECTIVES

AND

SCOPE OF THE PROJECT

PRIMARY OBJECTIVE:

To study the effectiveness of promotional activities which influences a customer to

purchase from HyperCITY?

SECONDARY OBJECTIVES:48

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To find out the satisfaction level of HyperCITY membership Discovery Club Card?

To know the promotional activity awareness among the customers

To know the various mediums of promotional activities of HyperCITY

To understand the ambience effects on the customers.

To know the frequency of visiting the customers at HyperCITY.

To know which category of product selling more.

SCOPE OF THE STUDY

This project is based on the customers of Mumbai, so this project will help to understand the

perception of the customers about the advertisements and promotional activities.

This project is based on the promotional activities of HyperCITY to know the awareness of

the of offers and discount schemes given by the HyperCITY so this project will help to take

the right decisions for the promotional activities.

This project helps to know that what are the effective ways of promotional activies which

helps to increase the footfall of HyperCITY.

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RESEARCH

MEHODOLOGY

WHAT IS RESEARCH METHODOLOGY?

Research methodology is a way to systematically solve the research problem. It shows how

the research is done scientifically (exactly) – studying the research methods along with the

logic (sense) behind them are part of the research methodology – various steps.

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DEFINITION

Search for Knowledge – careful investigation or inquiry to find out new facts in any branch of

knowledge – scientific and systematic investigation to acquire new knowledge.

RESEARCH DESIGN

The research will be descriptive in nature and survey is used as data

collection technique will be conducted on already existing or prospective

customers. Face to face interview with different customers from various parts

of the Mumbai was held in which Questionnaire was used as a data gathering

tool. The survey has helped us to streamline the process and serve the

effectiveness of the promotional activities of HyperCITY.

Types of research :

There are several research design given below-

pure research

applied research

exploratory research

descriptive & diagnostic research

experiment research

STAGES IN RESEARCH PROCESS

PROCESS STAGES:

1. Defining the research objectives

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2. Planning a research design

3. Planning a sample

4. Collecting the data

5. Analyzing the data

6. Formulating the conclusions and preparing the report

SAMPLE DESIGN:

Sampling is an act, process, or technique of selecting a representative part

of a population.

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a sample design is a definite plan for obtaining a sample from a given

population.

SAMPLING CONCEPTS:

POPULATION: Total collection of elements under investigation..SAMPLE: The subset of the element of the population chosen for study..SAMPLING UNIT: A sampling unit can be an individual element or a set of

elements based on the sampling process used.

SAMPLING FRAME: The sampling frame refers to a complete

enumeration/list of the population as specified by the research problem. It is a

list of all the sampling units.

TECHNOQUE OF SAMPLING:

The basic methodology that we followed was the questionnaire method.

Research objectives were clearly stated before designing the questionnaire

Information was collected form a sample size of 300 respondents, which included both

males and females.

Information obtained from the respondents was analyzed and interpreted.

Findings revealed by the tabulations were listed in a summarized form as

Recommended Actions

The sampling method used was Non-probability random sampling

SAMPLE SIZE:

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Sample population Resident of Mumbai

Sample frame Customers of HyperCITY

Sample size 300

Data collected Non probability random sampling method

SOURCES OF DATA

There were two main sources of data during the project:

Primary Data: the primary data was collected through the customers coming to the

HyperCITY for shopping.

Secondary Data: The secondary data was collected through Internet, Journals

and magazines.

LIMITATIONS

The present study is confined to a minimal sample size and may not reflect the opinion

or response of the entire population in general.

The results of our study are entirely confined to the responses of the consumers of

Mumbai and might deviate in terms of actual population as a whole.

Recommendations given after the study are entirely dependent on the survey and the

secondary analysis done in the report.

There might have been tendencies among the respondents to amplify or filter their

responses under the testing.

The respondents might think that this survey is only a waste of time or it might create

some problem and hence there might have been tendencies to give fake answers and

fill the questionnaire casually.

Observation Method: While streamlining the process I came across several

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areas where there as scope of improvement. So recommendations on various

perspectives have also been put forward.

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TASKS UNDERTAKEN

DURING THE PROJECT

TASKS UNDERTAKEN DURING THE PROJECT

DCC Enrollment

Competition Mapping

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Basket Comparison

Ham Comparison

Societal Tie up

Restaurant Tie up

Facebook Activity

Sampling Activity

In Store Activities

Father’s Day Celebration

Drawing Competition

Cycling Race

DCC ENROLLMENT

Dcc is the discovery club card. Which is a membership card for the hypercity customers. It is a

electronic card which a customer show during the billing to get the benefits of this card.

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It is an electronic swiping card

100 points are initially given

1 point is equivalent to 1 Rs.

Whenever customer buy any products he gets certain points on certain products which

points keep on accumulating to his Dcc account.

BENEFITS OF DCC

Customer become a lifetime member of the club

Customer can redeem dcc points at the time of final billing

Customer gets keep on updating with latest offers, schemes, activities etc. via emails,

sms and direct mailing.

COMPETITION MAPPING

Competition mapping is all about to know what the competitors of HyperCITY are doing for

their store marketing.

Competition mapping is contains three tasks-

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Basket comparison

Ham comparison

Share of voice

BASKET COMPARISON

Basket comparison is all about to know what the competitors are doing with their product

prices. In this task we went to the different retail outlets (major competitors) and spying their

product prices. And also try to know what promotional activities they are using to attract the

customers.

In this comparison we take 30 to 35 products including food, non food and perishable

products. Perishable products are taken on seasonal basis.

This activity is done on every Tuesday of the week

MAJOR COMPETITORS

Star Bazaar

Food Bazaar

D – Mart

Spencer’s

BENEFITS OF BASKET COMPARISON

Well understanding of competitor’s pricing strategy

Take an appropriate decision about our prices

Well understanding of competitor’s promotional strategies

Giving the product to the customer in nominal prices in comparison of the competitors

COMPILED BASKET REPORT

After the all taken prices we make a compiled report. In this report we compare the our

product prices to the competitor’s product prices.

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BASKET COMPARISON

IMAGES

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HAM COMPARISON

Ham is the high-tech, appliances, multimedia. Ham comparison is all about to know what the

competitors are doing with their product prices. In this task we went to the different retail

outlets (major competitors) and spying their product prices. And also try to know what

promotional activities they are using to attract the customers.

In this comparison we take only electronic items. This activity is done on every Friday of the

week.

HIGH TECH PRODUCTS

Laptops

Headphones

Game cds

Speakers

Mobile phones

Cameras

Printers

Desktops

Other accessories

APPLIANCES

Refrigerators

Air conditioners

Washing machines

Microwaves

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MULTIMEDIA

LCD

LED

Speakers

CD

MAJOR COMPETITORS OF HyperCITY IN HAM PRODUCTS

Croma

Vijay sales

Kohinoor

E – Zone

Snehanjali

Next

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HAM COMPARISON

IMAGES

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SHARE OF VOICE

Share of voice is used to accumulate measured media expenditures and estimated costs for

other communications activities. Information should be gathered for all competitors on a

regular (weekly, quarterly and/or annual) basis. Each competitor's percentage of the aggregate

total is its Share-of-Voice."

Share of voice is the task to know that what the competitors are doing for the advertisement of

their product. In share of voice marketing officer see the competitors advertisement and offers

in various sources and make a share of voice report.

SHARE OF VOICE INCLUDES –

Newspaper advertisings

Hoardings

NEWSPAPER INCLUDES

The times of India

Mumbai Mirror

Hindustan Times

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SPACE ON HIRE

Space on hire means HyperCITY gives space to the different companies for the

advertisements of their product.

MEANS OF SPACE ON HIRE

Travelator branding

Drop downs

Danglers

Glass fasate

Tran slide boxes

Fixtures

Pillar branding

Portals

FNV pillars

Cash till poles

Pillar cladding

End capes

Discovery pillars

Plinth display

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ENDCAP

DISCOVERY PILLARS

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TRAVALATOR BRANDING

CASH COUNTER BRANDING

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TROLLY BRANDING

GLASS FACATE

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FACEBOOK ACTIVITY

Facebook is a social networking site. In facebook HyperCITY has a community. In this

community customers are connects online to the HyperCITY. We done this activity with the

collaboration of bru world café (coffee chain).in this activity we approach the customers to

like the community of hypercity on facebook . and instead of that they get a bru world

cappuccino voucher absolutely free which is worth RS. 129.

Many customers participated in this activity and liked the HyperCITY community on the

facebook. This campaign was for two weeks. And in these Two weeks we increased the No. of

likes from 13506 to 15509. That means we have enrolled 2003 customers.

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IN STORE ACTIVITIES

In store activity includes all the promotional activities which are done inside the store. These

are the very important drives for HyperCITY which are the very helpful to increase the sales

of different departments. Some of the in store activities are-

Father’s day

Drawing competition

Cycling race

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DRAWING COMPETITION

This in store activity is organized for the kids. In this activity Different ages of kids were

participated and draw the sketches. This activity was sponsored by Junior Horlicks. This drive

is organized to increase the sales of stationary section of HyperCITY.

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SLOW CYCLING RACE

This in store activity is organized for the kids. In this activity Different ages of kids were

participated. This activity was sponsored by Maxit. This drive is organized to increase the

sales of sports section of HyperCITY.

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RESIDENTIAL SOCIETY ACTIVITY

In this activity we gone to the different residential societies for the promotion of Bajaj

Microwave oven.

In this activity there was a cookery show sponsored by Bajaj electronics for the housewives of

society

This activity done for the drive the sales for Bajaj microwave oven.

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RESTAURANT TIE UP

In this promotional activity we gone to the different restaurants in the catchment area (Malad,

Goregaon, Andheri, Bangur nagar) of HyperCITY. We pitched the restaurant owner to give

some discounts to our members of HyperCITY. Those customers who are having the

membership card of HyperCITY. We gone to 5 restaurant and approached them.

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DATA ANALYSIS

AND

INTERPRETATION

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Q.1 Have you ever seen any promotional activity or advertisement done

by HyperCITY, Malad?

53

47

Column1

YESNO

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INTERPRETATION FOR QUESTION NO. 1

The analysis shows nearly half of the total samples (53 percent) surveyed have seen the

promotional activities.

Promotional activity had large impact of existing as well as potential customers.

Our analysis also proves that there are customers (47 percent) who have not seen any of the

promotional activity, but visit HyperCITY.

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Q.2 By which source you have seen the promotional activity?

Newsp

aper

leafle

ts

in st

ore

Wor

d of m

outh

othe

rs (sm

s,em

ail)

0

10

20

30

40 36

24

14

6

20

SOURCES

SOURCES

The sources in which the customers have seen the advertisement

Sources newspapers Leaflets In store

activity

Word of

mouth

Others

(sms,

emails

Percentage 36

percent

24 percent 14 percent 6 percent 20

percent

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INTERPRETATION FOR QUESTION NO. 2

Newspapers are the cheapest source/media where promotional activities reach every customer,

either existing or new customer.

36 percent of them were influenced through newspaper advertisements.

Leaflets and other sources via electronics (SMS, E-mail) stands next to newspapers. (24

percent customers seen ads through leaflets and 20 percent received ads either trough SMS/E-

mail.)

In store ads (14 percent) had very less influence.

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Q.3 How often do you come for shopping at HyperCITY?

Alway

s

som

etim

es

very

often

first

time

0

10

20

30

40

50

60 53

32

13

2

FREQUENCY

FREQUENCY

Frequency of the customers to come at HyperCITY

Frequency Always Sometimes Very often First time

percentage 53% 32% 13% 2%

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INTERPRETATION FOR QUESTION NO. 3

This analysis proves that customers do visit HyperCITY very frequently.

53 percent of the customers say they like to come only at HyperCITY. They don’t like to go

any other places for shopping

The range of products and the ambience attracts customers. This is indirectly proven from this

analysis. (53 percent of customers always visit HyperCITY).

32 percent of the customers say they come hyperCITY but they also go to the other places as

well.

13 percent of the customers say they come very often for the shopping at HyperCITY.

2 percent of the customers say this is the first time they are coming to hyperCITY for the

shopping.

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Q.4 What kind of products do you purchase at HyperCITY?

GROCERY

FASHION

ELCTRONICS

FURNITURE

0

10

20

30

40

50

60 57

19 19

4

PRODUCTS

PRODUCTS

The products usually purchased by the customers

products Grocery Fashion Electronics Furniture

percentage 57% 19% 19% 4%

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INTERPRETATION FOR QUESTION NO. 4

The analysis shows 57 percent of the customers come to HyperCITY for purchasing

GROCERIES.

Though HyperCITY in Malad offers wide range of products, there is less preference for

fashion and electronics products in the region.

Furniture is hardly sold in HyperCITY

Customers for furniture are almost very few (4 percent) from the samples.

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Q.5 Have you ever purchased anything because of the promotion you seen?

GROCERY

FASHION

ELECTRONICS

FURNITURE

0

10

20

30

40

50

60

70

8067

1118

4

Series 1

Series 1

Products purchased by the customers because of the promotion.

Products Grocery Fashion Electronics Furniture

Percentage 67% 11% 18% 4%

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INTERPRETATION FOR QUESTION NO. 5

This question was raised to see the promotional effects on the purchase.

Groceries purchase showed the highest among various products offered by HyperCITY.

It is nearly 67 percent of the total samples.

Electronic purchase is the next product which is done by customers other than groceries (18

percent are observed).

Fashion products do not have any affects of promotions done by HyperCITY FASHION and

FURNITURE products do not have any influence.

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Q.6 Do you think the visual merchandising is helpful to attract the

customer?

91

9

VISUAL MERCHANDISING

YESNO

91% customer says the visual merchandising is helpful to attract the customers

9% customer says the visual merchandising is not helpful to attract the customers

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INTERPRETATION FOR QUESTION NO. 6

Visual merchandising is very helpful to the customer.

91 percent of them are attracted by visual merchandising.

Visuals proved to be a better form of attracting customers other than newspapers and SMS or

E mail ways of doing advertisements.

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Q.7 Are you aware of the hyper weekly offers?

HYPER WEDNESDAY

FRIDAY B

LOCKBUSTER

BOTH NO0

20

40

60

12 9

28

51

OFFERS

OFFERS

The various weekly offers of HyperCITY

Weekly offers Hyper

Wednesday

Friday

blockbuster

Both No

Percentage 12% 9% 28% 51%

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INTERPRETATION FOR QUESTION NO. 7

Our observations proved that nearly 51 percent of the HyperCITY customers are not aware of

Hyper weekly offers.

During weekly offers, discounts are given on many products. This helps in increasing sales.

Hyper Wednesday and Friday blockbuster are among such weekly offers by HyperCITY.

Very less percentage of the samples knew about the HyperCITY offers. (28 percent expressed

they are not aware of offers).

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Q.8 Do you have a Discovery Club Card?

58

42

DCC

YESNO

58% customer says they are having the membership card of HyperCITY

42% customer says they are not having the membership card of HyperCITY

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INTERPRETATION FOR QUESTION NO. 8

Discovery club is the membership card for HyperCITY customers.

58 percent of them have the membership cards through which they do purchases.

Membership card facility will be useful to redeem points followed by gift vouchers.

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Q.9 Are you satisfied with the discovery club card?

YES NO NOT YET USED

0

10

20

30

40

50

60

70 65

19 16

SATISFACTION

SATISFACTION

65% customer says yes they are quite satisfied with the card.

19% customer says they are not satisfied with the facility of the card.

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INTERPRETATION FOR QUESTION NO. 9

65 percent of the customers from our samples are satisfied with discovery club card.

Though cards are given for regular customers 16 percent of them have not at all used the

membership facilities.

Our analysis is also shows that 19 percent of them are not satisfied with the membership

facilities.

It appeared membership cards do not have any impact on HyperCITY customers.

16% customers having the card but they have not yet used the card or redeem the points.

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Q.10 What kind of offers do you like?

DISCOUNT O

N MRP

FREE GIF

TS

DISCOVERY C

LUB POIN

TS0

10203040506070 66

2113

Series 1

Series 1

The offers liked by the customers

Offers Discount on MRP Free gifts Discovery club points

Percentage 66% 21% 13%

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Page 108: HyperCITY Retail India LTD.

INTERPRETATION FOR QUESTION NO. 10

The offers given by HyperCITY and is largely on discounts on MRP.

Nearly 66 percent of customers are satisfied with discount offers.

Free gifts are given to members of the HyperCITY.

21 percent of the customers are satisfied with free gifts, which is again followed by Discovery

club points (13 percent customers).

Discounts on MRP, the strategy of HyperCITY is really a better promotional activity to boost

up the sales.

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Q.11 How would you rate the promotional activities done by the

HyperCITY?

VISUAL M

ERCHANDISIN

G

NEWSPAPER

LEAFLETS

ACTIVIT

IES IN

THE S

TORE

WORD O

F MOUTH

012345

RATINGS

RATINGS

The ratings of promotional activities given by the customers

Activities Visual

merchandising

Newspaper Leaflets Activities in

the store

Word of

mouth

Percentage 4.5 1 2.5 3 2

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Page 110: HyperCITY Retail India LTD.

INTERPRETATION FOR QUESTION NO. 11

The analysis was done to find out the customer’s rating on different ways of promotions of

HyperCITY.

To a larger extent visual merchandising is proved a better means of promotion.(4.5 points)

Through newspapers were the other better sources to show the promotional activity, customers

did not rate it the better.

Leaflets, word of mouth were the better source other than visual merchandising which gained

importance.

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OBSERVATIONS

AND

FINDINGS

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FINDINGS

The promotional activities did have the influence on customers.

People are aware of promotional activities done by HyperCITY.

Among various means of doing promotions like newspapers, leaflets and catalogues

are the better means which attracted customers.

Customers always visited HyperCITY because of better ambience and quality

products.

Among many products offered, maximum sales happens is for the groceries section at

HyperCITY. This is because quality products are offered.

Weekly offers are not given importance by the customers.

Many of the customers are not aware of offers given such as hyper Wednesday, Friday

blockbuster etc.

Discovery club card (membership card) is satisfactory among the customers

Many customers did purchases, but did not avail the benefit of membership (DCC)

card.

Ambience and comfortable atmosphere rather proved to be gaining momentum for

HyperCITY.

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CONCLUSION

CONCLUSION101

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The target segment of HyperCITY is niche class people mainly and they don’t come for any

offers so HyperCITY doesn’t need to do the advertisement very frequently. The customers

come for shopping because of the standard of the store, the quality of the products, hygiene

and the world class ambience which gives them a very comfortable atmosphere

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RECOMMENDATIONS

RECOMMENDATIONS

Many of the customers are not aware of the Hyper weekly offers so try them to make

them aware

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Many of the customers said that the customer associate doesn’t respond very well so

train them thus they can help the customers.

Follow up of the HAM section is not very good. So try to give better after sales service

thus customer can come back again and again.

Many of the members of DCC are not getting the emails and sms from HyperCITY so

update the customer information while enrolling the customers

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REFERENCES

REFERENCES

www.hypercityindia.com

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www.wikipedia.com

www.google.com

BOOKS

RESEARCH METHODOLOGY

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ANNEXURE

Questionnaire

Name Of Customer ____________________

Area Of Residence ___________________

Q.1 Have you ever seen any promotional activity or advertisement done by

HyperCITY, Malad?

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Yes

No

Q.2 By which source you have seen the promotional activity?

Newspaper

Leaflets, catalogues

Radio

In Store

Word of Mouth

Others __________________

Q.3 How often do you come for shopping at HyperCITY?

Always

Sometimes

Very often

First time

Q.4 What kind of products do you purchase at HyperCITY?

Grocery

Fashion

Electronics

Furniture

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Q.5 Have you ever purchased anything because of the promotion or advertisement you

Seen?

Grocery

Fashion

Electronics

Furniture

Q.6 Do you think the visual merchandising is helpful to attract the customers?

Yes

No

Q.7 Are you aware of the Hyper weekly Offers?

Yes

No

Q.8 Do you have a Discovery Club Card?

Yes

No

Q.9 Are you satisfied with the Discovery Club Card?

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Yes

No

Not yet used

Q.10 What kind of offers do you like?

Discount on MRP.

Free gifts

Discovery club points

Q.11 How would you rate the promotional activities done by the HyperCITY?

Poor Average Good Very Good

Excellent

Visual merchandising

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Newspaper Advertisements

Leaflets,catalogues

Activities in theStore

Word of Mouth(Announcement)

Q.12 Would you like to give any suggestions related to promotional activities

or advertisements?

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112