RUPSHA NEOGI 8130

DAVID RAO 8134

ARPIT SHAH 8139

KARAN TANEJA 8144

INTRODUCTION

HyperCITY, the hypermarket retail chain of K Raheja group and an associate chain of Shoppers’ Stop, has after a long gap begun expanding its network with the launch of its second hypermarket store in Navi Mumbai, in October last year.

FORMAT

OUTLET NAME HYPERCITY

OUTLET FORMAT HYPERMARKET

LOCATION INORBIT MALL, VASHI

SIZE OF THE OUTLET 80,000 SQ.FT.

FOUNDER K. RAHEJA GROUP

VISION

'To be an integral part of customer lives, by offering them a high quality shopping experience through great products at ever better prices.‘

OBJECTIVES• To be an integral part of customer lives, by

offering them a high quality shopping experience through great products at ever better prices.

• To provide an international shopping experience.

• To be committed to extending high standards of customer service.

• To be one point destination for customers for all kind of products

IMAGE Our format offers a true one-stop

shopping destination with authoritative assortments in every category.

Outlet for upper middle class income group.

They have multiple brands products along with their own brand of products too which are available at not very high price.

 

TARGET CUSTOMER

We found upper & upper middle income group

Families & not just individuals They target the upper income consumer

with a quality shopping experience. And target the middle income group by

giving them a one stop destination for all shopping needs.

STRATEGIC PARAMETRES LOCATION

HIGH TRAFFIC- HIGH DRAWING POWER

MERCHANDISE

HIGH VARIETY- HIGH ASSORTMENT COMMUNICATION

HIGH REACH – LOW FREQUENCY

SERVICE

Several services Few unique The high level of quality service

reflected in the high pricing of Meals to Go Section & their in-house brands.

PRICING

To ensure regular repeat visits, Hypercity aims to keep the pricing at a particular range throughout the year to familiarise the consumer with its pricing policy, rather than hold sales.

They are extremely competitively priced and offer excellent value across all categories.

EXTERIOR DESIGN

The name HyperCITY painted in bright colours

at the entrance from outside the mall. Glass exterior Neon lights

INTERIOR DESIGN

The in-store imagery of the store is kept optimal.

The colour of the ceiling, floor & walls is white

The drinking water & restroom area has a pink wall.

The Fresh Basket section has a wooden look with brown walls & ceiling.

LAYOUT

Upper Level does not have any particular layout.

But Cross Selling can be promoted because Kids& Toys was one section and it led to Ladies.

Both the ladies & gents sections lead to the Accessories section & accessories to the Footwear section.

Similar sections are located together like the

gents, ladies & kids Apparel section. Toys & Sports equipments. Electronic & Entertainment. For the lower level the FMCG section

has a GRID LAYOUT

SHELVING

The shelves in the Entertainment section- CDs section is sliding for easy viewing

They were also short in height Everywhere else the shelves is upright

as the items displayed on them were heavy by weight liken FMCG, electronic items and footwear.

Shelves in the fmcg section are tall The colour of the shelves is grey, which

make it look very drab. Edges of the shelves are not rounded.

SPACE

HyperCITY’s main revenue generating section is the FMCG section; it covers 1/3 of the lower level.

The balance area is equally distributed amongst all other sections

STORE ATMOSPHERICS

Ambience is pleasant, it is spacious, clean, properly air conditioned and music is only played at the Entertainment section.

VISUAL MERCHANDISING

The display at the exterior window was a health drink.

The only other merchandise display was that of home furnishings & dinner ware near the Travellotor before the entrance to the lower level.

Small models of a kitchen adjacent to the Meals to Go section.

Similar small models of drawing & bed rooms in the home furnishings area.

Products were advertised on the shelves