DECLARATION BY THE CANDIDATE

Dated

I hereby declare that the work presented in this project report entitled WORKING OF FOOD DEPARTMENT OF HYPER CITY, BHOPAL Submitted in the partial fulfillment of MASTER OF BUSINESS ADMINISTRATION in B.T. INSTITUTE OF REASERCH AND TECHNOLOGY, is my own work conducted under the supervision of MR. ANURAG CHAURASIYA {FACULTY GUIDE, B.T.I.R.T}

To the best of my knowledge this report does not contain any work which has been submitted for the award of any degree, anywhere.

Signature of the candidate Arunesh SinghM.B.A 3rd SEM

CERTIFICATE

This is to certify that Arunesh Singh student of M.B.A 3rd SEM has successfully completed the minor project entitled WORKING OF FOOD DEPARTMENT submitted to the MR. ANURAG CHAURASIYA, FACULTY GUIDE, B.T.I.R.T in the partial fulfillment of the award of the degree M.B.A under BABULAL TARABHAI INSTITUTE OF RESEARCH & TECHNOLOGY, Sagar(M.P.).

Signature of the H.O.DFaculty guide:MR. ANURAG CHAURASIYA

CERTIFICATE

Dated: - The project-report entitled WORKING OF FOOD DEPARTMENT of hyper CITY, BHOPAL is prepared by MR.ARUNESH SINGH under the guidance and supervision of MR. ANURAG CHAURASIYA for the partial fulfillment of the degree of M.B.A.

NO.COMMENT BYSUPERVISIORHEAD OFDEPTT.EXAMINER

1.Contents & presentation of subject matter

2.Language

3.Embodies the original work of candidate

4.Submission within due date

Signature of the candidate Signature of Examiner

Signature of the head of department

ACKNOWLEDGEMENT

A summer internship project is a golden opportunity for learning and self development. I consider myself very lucky and honored to have so many experienced people who lead me throughout completion of this project. I take this responsibility to express gratitude & thanks to all those who helped in various ways on the successful completion of my project report.I am thankful to DR. JAYANT DUBEY (H.O.D) to provide me opportunity to do this project & for the successful completion of my SIP. I am thankful to teachers for their kind encouragement. I am thankful to my project guide MR. ROHAN PAHALWAN for his guidance.I owe a debt of gratitude to my faculty guide MR. ANURAG CHAURASIYA and SIP coordinator VISHAL CHATTRI for their efforts & who helped to provide me to get such an excellent opportunity.I would like to thanks to all the customers for their kind cooperation. I am also thankful to the entire Hyper CITY staff for their kind guidance. Last, I would like to thank my family members, seniors, friends whose blessings my path.

ARUNESH SINGHM.B.A. 3rd SEMCONTENTSTOPICS

PAGE NO.

DECLARATION

CERTIFICATE

ACKNOWLEDGEMENT

PREFACE

INTRODUCTION1-41

HISTORY42

OBJECTIVES43

RESEARCH METHODOLOGY44-50

SAMPLING METHOD & SIZE45

RESEARCH TYPE46

DATA COLLECTION METHOD47-48

RESEARCH DESIGN49-50

DATA ANALYSIS & INTERPRETATION51-59

SWOT ANALYSIS60

PEST ANALYSIS61-62

LIMITATION63

CONCLUSION64

SUGGESTION65

GLOSSARY OF TERMS66

BIBLIOGRAPHY67

QUESTIONNAIRE68-69

PREFACE

This project report is on the WORKING OF FOOD DEPARTMENT. We can read theories from books but to perform on real life situation efficiently we need practical experience.Management courses are designed to produce future managers. The students of M.B.A. need to get the practical experience as they have to deal with real life problems. Hence project works are a part of M.B.A. courses.My project report is based on WORKING OF FOOD DEPARTMENT & objective is to know about the company, their product line, SWOT analysis, competitive environment and marketing mix.This gives overall view about FOOD DEPARTMENT OF HYPER CITY.

INTRODUCTIONINTRODUCTION TO RETAIL SECTOR IN INDIARetail means directly selling to the consumers in small quantities. Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its GDP. The Indian retail market is estimated to be US$ 450 billion and one of the top five retail markets in the world by economic value. India is one of the fastest growing retail markets in the world, with 1.2 billion people. As of 2013, India's retailing industry was essentially owner manned small shops. In 2010, larger format convenience stores and supermarkets accounted for about 4 percent of the industry, and these were present only in large urban centers. India's retail and logistics industry employs about 40 million Indians (3.3% of Indian population). Until 2011, Indian central government denied foreign direct investment (FDI) in multi-brand retail, forbidding foreign groups from any ownership in supermarkets, convenience stores or any retail outlets. Even single-brand retail was limited to 51% ownership and a bureaucratic process.In November 2011, India's central government announced retail reforms for both multi-brand stores and single-brand stores. These market reforms paved the way for retail innovation and competition with multi-brand retailers such as Walmart, Carrefour and Tesco, as well single brand majors such as IKEA, Nike, and Apple.In January 2012, India approved reforms for single-brand stores welcoming anyone in the world to innovate in Indian retail market with 100% ownership, but imposed the requirement that the single brand retailer source 30 percent of its goods from India. Indian government continues the hold on retail reforms for multi-brand stores.

In June 2012, IKEA announced it had applied for permission to invest $1.9 billion in India and set up 25 retail stores. On 14 September 2012, the government of India announced the opening of FDI in multi-brand retail, subject to approvals by individual states. On 20 September 2012, the Government of India formally notified the FDI reforms for single and multi brand retail, thereby making it effective under Indian law. On 7 December 2012, the Federal Government of India allowed 51% FDI in multi-brand retail in India. Some states will allow foreign supermarkets like Walmart, Tesco and Carrefour to open while other states will not.

LOCAL TERMSOrganized retailing, in India, refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the publicly traded supermarkets, 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 corner shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc. Organized retailing was absent in most rural and small towns of India in 2010. Supermarkets and similar organized retail accounted for just 4% of the market.India's retail and logistics industry, organized and unorganized in combination, employs about 40 million Indians (3.3% of Indian population). The typical Indian retail shops are very small. Over 14 million outlets operate in the country and only 4% of them being larger than 500sqft (46m2) in size. India has about 11 shop outlets for every 1000 people. Vast majority of the unorganized retail shops in India employ family members, do not have the scale to procure or transport products at high volume wholesale level, have limited to no quality control or fake-versus-authentic product screening technology and have no training on safe and hygienic storage, packaging or logistics. The unorganized retail shops source their products from a chain of middlemen who mark up the product as it moves from farmer or producer to the consumer. The unorganized retail shops typically offer no after-sales support or service. Finally, most transactions at unorganized retail shops are done with cash, with all sales being final.Until the 1990s, regulations prevented innovation and entrepreneurship in Indian retailing. Some retails faced complying with over thirty regulations such as "signboard licenses" and "anti-hoarding measures" before they could open doors. There are taxes for moving goods to states, from states, and even within states in some cases.Farmers and producers had to go through middlemen monopolies. The logistics and infrastructure was very poor, with losses exceeding 30 percent.

GROWTH OF RETAIL SECTOR IN INDIAGrowth over 1997-2010India in 1997 allowed foreign direct investment (FDI) in cash and carry wholesale. Then, it required government approval. The approval requirement was relaxed, and automatic permission was granted in 2006. Between 2000 to 2010, Indian retail attracted about $1.8 billion in foreign direct investment, representing a very small 1.5% of total investment flow into India.Single brand retailing attracted 94 proposals between 2006 and 2010, of which 57 were approved and implemented. For a country of 1.2 billion people, this is a very small number. Some claim one of the primary restraints inhibiting better participation was that India required single brand retailers to limit their ownership in Indian outlets to 51%. China in contrast allows 100% ownership by foreign companies in both single brand and multi-brand retail presence.India has only 5386 stand-alone cold storages, having a total capacity of 23.6 million metric tons. However, 80 percent of this storage is used only for potatoes. The remaining infrastructure capacity is less than 1% of the annual farm output of India and grossly inadequate during peak harvest seasons. This leads to about 30% losses in certain perishable agricultural output in India, on average, every year.Indian laws already allow foreign direct investment in cold-chain infrastructure to the extent of 100 percent. There has been no interest in foreign direct investment in cold storage infrastructure build out. Experts claim that cold storage infrastructure will become economically viable only when there is strong and contractually binding demand from organized retail. The risk of cold storing perishable food, without an assured way to move and sell it, puts the economic viability of expensive cold storage in doubt. In the absence of organized retail competition and with a ban on foreign direct investment in multi-brand retailers, foreign direct investments are unlikely to begin in cold storage and farm logistics infrastructure.Until 2010, intermediaries and middlemen in India have dominated the value chain. Due to a number of intermediaries involved in the traditional Indian retail chain, norms are flouted and pricing lacks transparency. Small Indian farmers realize only 1/3rd of the total price paid by the final Indian consumer, as against 2/3rd by farmers in nations with a higher share of organized retail. The 60%+ margins for middlemen and traditional retail shops have limited growth and prevented innovation in Indian retail industry.A 2007 report noted that an increasing number of people in India are turning to the services sector for employment due to the relative low compensation offered by the traditional agriculture and manufacturing sectors. The organized retail market is growing at 35 percent annually while growth of unorganized retail sector is pegged at 6 percent. The Retail Business in India is currently at the point of inflection. As of 2008, rapid changes with investments to the tune of US $ 25 billion were being planned by several Indian and multinational companies in the next 5 years. It is a huge industry in terms of size and according to India Brand Equity Foundation (IBEF), it is valued at about US$ 395.96 billion. Organised retail is expected to garner about 16-18 percent of the total retail market (US $ 65-75 billion) in the next 5 years.India has topped the A.T. Kearneys annual Global Retail Development Index (GRDI) for the third consecutive year, maintaining its position as the most attractive market for retail investment. The Indian economy has registered a growth of 8% for 2007. The predictions for 2008 are 7.9%. The enormous growth of the retail industry has created a huge demand for real estate. Property developers are creating retail real estate at an aggressive pace and by 2010, 300 malls are estimated to be operational in the country.Growth after 2011Before 2011, India had prevented innovation and organized competition in its consumer retail industry. Several studies claim that the lack of infrastructure and competitive retail industry is a key cause of India's persistently high inflation. Furthermore, because of unorganized retail, in a nation where malnutrition remains a serious problem, food waste is rife. Well over 30% of food staples and perishable goods produced in India spoil because poor infrastructure and small retail outlets prevent hygienic storage and movement of the goods from the farmer to the consumer.One report estimates the 2011 Indian retail market as generating sales of about $470 billion a year, of which a minuscule $27 billion comes from organized retail such as supermarkets, chain stores with centralized operations and shops in malls. The opening of retail industry to free market competition, some claim will enable rapid growth in retail sector of Indian economy. Others believe the growth of Indian retail industry will take time, with organized retail possibly needing a decade to grow to a 25% share. A 25% market share, given the expected growth of Indian retail industry through 2021, is estimated to be over $250 billion a year: revenue equal to the 2009 revenue share from Japan for the world's 250 largest retailers.The Economist forecasts that Indian retail will nearly double in economic value, expanding by about $400 billion by 2020. The projected increase alone is equivalent to the current retail market size of France.

In 2011, food accounted for 70% of Indian retail, but was under-represented by organized retail. A.T. Kearney estimates India's organized retail had a 31% share in clothing and apparel, while the home supplies retail was growing between 20% to 30% per year. These data correspond to retail prospects prior to November announcement of the retail reform. The Indian market offers endless possibilities for investors.

THE INDIAN RETAIL MARKETIndian market has high complexities in terms of a wide geographic spread and distinct consumer preferences varying by each region necessitating a need for localization even within the geographic zones.India has highest number of outlets per person (7 per thousand) Indian retail space per capita at 2sqft (0.19m2)/ person is lowest in the world Indian retail density of 6 percent is highest in the world. 1.8 million Households in India have an annual income of over 45 lakh (US$71,550.00). While India presents a large market opportunity given the number and increasing purchasing power of consumers, there are significant challenges as well given that over 90% of trade is conducted through independent local stores. Challenges include: Geographically dispersed population, small ticket sizes, complex distribution network and little use of IT systems, limitations of mass media and existence of counterfeit goods. A number of merger and acquisitions have begun in Indian retail market. PWC estimates the multi-brand retail market to grow to $220 billion by 2020. Notable Indian retailers Future Group. Reliance Industries. Aditya Birla Group. Bharti Enterprises, including joint venture with Walmart. Fabindia: Textiles, Home furnishings, handloom apparel, jewellery. The Bombay Store: Indian Artifacts, Home furnishings, jewellery. Shoppers Stop, Crossword, Hyper City, Inorbit Mall.Foreign companies planning to operate in India are Carrefour, Costco Wholesale, and Tesco.ChallengesMcKinsey study claims retail productivity in India is very low compared to international peer measures. For example, the labor productivity in Indian retail was just 6% of the labor productivity in United States in 2010. India's labor productivity in food retailing is about 5% compared to Brazil's 14%; while India's labor productivity in non-food retailing is about 8% compared to Poland's 25%.Total retail employment in India, both organized and unorganized, account for about 6% of Indian labor work force currently - most of which is unorganized. About a third level in United States and Europe and about half of levels in other emerging economies. A complete expansion of retail sector to levels and productivity similar to other emerging economies and developed economies such as the United States would create over 50 million jobs in India. Training and development of labor and management for higher retail productivity is expected to be a challenge.In November 2011, the Indian government announced relaxation of some rules and the opening of retail market to competition.

INDIAN RETAIL REFORMSUntil 2011, Indian central government denied foreign direct investment (FDI) in multi-brand Indian retail, forbidding foreign groups from any ownership in supermarkets, convenience stores or any retail outlets, to sell multiple products from different brands directly to Indian consumers.The government of Manmohan Singh, prime minister, announced on 24 November 2011 the following:- India will allow foreign groups to own up to 51 per cent in "multi-brand retailers", as supermarkets are known in India, in the most radical pro-liberalization reform passed by an Indian cabinet in years. Single brand retailers, such as Apple and IKEA, can own 100 percent of their Indian stores, up from the previous cap of 51 percent. Both multi-brand and single brand stores in India will have to source nearly a third of their goods from small and medium-sized Indian suppliers. All multi-brand and single brand stores in India must confine their operations to 53-odd cities with a population over one million, out of some 7935 towns and cities in India. It is expected that these stores will now have full access to over 200 million urban consumers in India. multi-brand retailers must have a minimum investment of US$100 million with at least half of the amount invested in back end infrastructure, including cold chains, refrigeration, transportation, packing, sorting and processing to considerably reduce the post harvest losses and bring remunerative prices to farmers. The opening of retail competition will be within India's federal structure of government. In other words, the policy is an enabling legal framework for India. The states of India have the prerogative to accept it and implement it, or they can decide to not implement it if they so choose. Actual implementation of policy will be within the parameters of state laws and regulations.INTRODUCTION TO HYPER CITYRetailing in India is up for transition. It has broken claustrophobic space of an eggshell and reared to grow into a giant. K Raheja Corp is pioneer in organized retail sector in india. They successfully established retail stores like Shopper's Stop, inorbit mall, Hyper CITY & crossword apart from successes in realty & hospitality.

The group is expanding its retail chains across the country on the back of the vast experience it gathered from feedbacks and keen observance of people's taste keeping in tune with its culture, customs, traditions and income. Crossword, Inorbit Mall & Hyper City have set new bench marks on the basis of information and adaptation of worldwide changes, innovations and new techniques in retailing practices. Hyper CITY Retail (India) Ltd. operates hypermarkets in India. Its stores offer meat, seafood, breads, cereals, spices, flour, pulses, dry fruits, tea, coffee, juices, jams, cakes and patisseries, flowers, fruits and vegetables, and gourmet meals; utensils, cutlery, bake ware, crockery, glassware, pots'n'pans, implements, bed linen, towels, cushions, table linen, pillows, duvets, and quilts; and clothing, footwear, sunglasses, watches, hair accessories, bags, and jewelry. The companys stores also provide microwaves, cook-tops, and mixer-grinders; furniture and toys; and bicycles and sports gear for cricket, football, basketball, volleyball, boxing, and baseball. In addition, it offers gift vouchers for the corporate gifting; and operates car wash facilities. The company was founded in 2005 and is based in Mumbai, India. It has store locations in Mumbai, Jaipur, Hyderabad, Ludhiana, Benguluru, Ahmedabad, Pune, and Bhopal. As of June 30, 2010, Hyper CITY Retail (India) Ltd. is a subsidiary of Shoppers Stop Limited.

HYPER CITYPARENT COMPANYK RAHEJA CORPORATION GROUP

CATEGORYFOOD RETAIL

SECTORLIFESTYLE & RETAIL

TAGLINEBIG STORE. BIG SAVINGS.

USP(UNIQUE SELLING POINT)Extremely huge 1,200,000 sq. ft. supermarkets with a myriad of products and services ranging from food & grocery, electronics, furniture to health etc.

Hyper CITY provides an international shopping experience, where customers can shop in comfort in a large, modern, & exciting environment. With the widest range of products sourced from around the world, Hyper CITY is India's favourite Hypermarket.Hyper CITY features the best global design, infrastructure and safety features by partnering with the best talent from around the world. Hyper CITYs commitment to the environment extends beyond energy-saving infrastructure and design.The best products from around the world, intuitive store design, and adherence to international standards to service make Hyper CITY an unmatched experience.

SERVICES AT HYPER CITY, BHOPALHyper CITY Extended Warranty : Our electronics come with a unique feature. Peace of mind! Pay a nominal fee. We'll cover mechanical & electrical breakdown. Get the benefit of genuine parts. Free parts and no labor charge. Hassle free repairs. Inflation proof. Free replacement if not repaired.Accepts all International Cards :Hyper CITY has tied up with ICICI bank for swiping international cards of foreign nationals on separate EDC machines. The following are the benefits of the facility to these customers: The customer can choose to make payment in home or foreign currency. The conversion from foreign currency to INR will be at the current prevailing rate. Master/Visa will not charge any extra charges to the customer. The customer gets a bill for the exact amount from the card issuing bank, in home currency, on a charge slip.Home Delivery :Home Delivery:Hyper CITY is committed to extending high standards of customer service even beyond shopping through our Home delivery service. Our aim is to delight our customers through timely delivery of goods, every time.Hyper CITY's home delivery service is aimed at setting the industry benchmark. The mantra of 'Delivery on Time-Every Time' is what underlines the service. Also to ensure that the service standards are raised and not compromised Hyper CITY has decided to manage the process in-house.Home Delivery Team:Home delivery are handled by a highly capable, friendly and well groomed team comprising of delivery people, installers, customer service associates etc. who would be adapt in handling installation of goods ranging from furniture to electronics and health equipment etc.Exchange PolicyWe are pleased to offer exchange within 14 days of your purchase on production of the original cash memo. The product should be unused, undamaged, in the original packaging and in saleable condition. Jewelry, watches, cosmetics, mobile phones, MP3 players, innerwear, swimwear and any altered merchandise will not be exchanged. All appliances & electronics items will be exchanged subject to the warranty & guarantee terms of the manufacturer, with a valid receipt. Furniture items will be exchanged or refunded in any circumstances unless it has a manufacturing defect in the first year of its purchase and if it is not repairable by us once the furniture has been assembled at the customer's address.Terms & Condition We issue credit note/s valid for 1 month from the date of issue. All credit notes will have to be fully utilized in a single transaction. All cash transactions will be refunded in the form of credit note. Credit card transactions will be refunded back to the credit card account or credit note as per customer convenience. Under no circumstances we issue cash refunds. In case of loss of credit note/s, no duplicate will be issued. Please retain your cash memo in case of any future reference of your purchase. In the event of any dispute, the same shall be subject to Mumbai Jurisdiction.Repairs & Warranty Comprehensive after-sales services are provided through an exclusive Service Centre backup facility, on products that have a guarantee or service warranty.CrosswordBe informed, entertained and enlightened at the Crossword Book Store where you will find the widest range of books, movies, music, toys, stationary etc. now also available at Hyper CITY.Titan EyeTitan Eye offers wide range of stylish and contemporary eyewear through exclusive optical stores across the country. They provide zero-error eye testing, international designs and style trends, wide range of distinctive, attractive frames, scratch-resistant lenses in a friendly environment with specially trained retail & clinic staff at selected Hyper CITY stores.Restaurant and Cafes:Sit down for a relaxing cup of coffee at Indias favorite coffee shot, Caf Coffee Day or enjoy freshly baked cakes & savories at Fresh Basket bakery at Hyper CITY.

AWARDS & RECOGNITIONINTERNATIONAL AWARDS Hyper CITY, Mumbai won The Award of Merit for Large Format Specialty Store at the United States International Design Awards in New York on 15th January, 2007. This is the first time that an Indian Company has received an award like this. This was the 36th awards function for the Institute of Store Planners/VM+SD International Store Design, New York. Hyper CITY was voted as India's top retail store by Retail Week, a leading U.K. magazine revered by retailers worldwide. It was voted as the 100 Shops You Must Visit across the world and was featured amongst internationally renowned stores such as Bloomingdales New York, Selfridges U.K, Louis Vuitton Paris and Carrefour Shanghai. The special report carried weight age for innovation and creativity in retail, as well as recognizing retail excellence. The report was based on a survey carried out by Retail Week amongst key players in the retail industry consisting of businessmen, analysts, retail consultants, editors and top shoppers around the globe.DOMESTIC AWARDS Hyper CITY bagged the prestigious award of the Most Admired Food & Grocery Retailer of the Year - Private Label Development Award at the Coca Cola Golden Spoon Awards held on December 12, 2012 at the Renaissance Hotel, Mumbai. Hyper CITY Pune Store was awarded for thebest Store designin the Hypermarket Category at theVM&RD Awards 2012(Visual Merchandising & Retail Design) Retail Forum held on the 10th and 11th Oct 2012 Hyper CITY has been awarded the most admired Retailer in the Hypermarket Category. Coca Cola Golden Spoon Awards 2009 - Images award for excellence in food retailing awarded Gourmetcity as "Most Admired Food Retailer of the Year" & "Innovative Retail Concept". Star Retailer Awards awarded Gourmetcity Debutant Retailer of the Year 2008. The Bold 100 - IDG India CIO magazine has recognized Shoppers Stop and Hyper CITY as a recipient of 2008 CIO 100 Award. The annual award program recognizes those executives and organizations those are playing not just to survive, but to win and embrace great risk for the sake of great reward. Most Admired Retailer of the Year for Retail Design & Visual Merchandising - Images India Retail Forum, 2007. Star Retailer - Value Retailer of the Year 2007. Asia Retail Congress - Reid & Taylor Retailer of The Year (Hypermarket).

PARTNERSTo bring Indian shoppers a world-class retailing experience, Hyper CITY has partnered with the "best of class."Hyper CITY has partnered with JHP of London for in-store design. JHP is a world-class retail design firm with considerable experience in large format stores around the world.

Hyper CITY has deployed best of breed technology infrastructure from JDA, which is the leading global retail technology provider. The JDA suite comprises of the Merchandise Management System (MMS), WinDSS point of sale, E3 Advanced Replenishment, and Intactix space planning modules. The system ensures that customers don't have to wait in long queues for billing, or transaction processing. Thereby enhancing the overall customer experience at Hyper CITY.

Johnson Diversey is a world class & trusted source of Cleaning and Hygiene products and services. Since food sanitation, store hygiene, safety, etc., are important in any store, Johnson Diversey helps improve the customer shopping experience across key interaction points like food safety, sanitation, etc

HYPER CITY EXPERIENCEThe newest innovations, the freshest produce, the hottest fashion lines of the season are all waiting to be explored at Hyper CITY. Enjoy a shopping experience like no another that brings together malls, brands, shops and bazaars around the world.STORE DESIGNHyper CITY has been voted one of the 100 stores in the world you simply 'have' to visit! Thats because the store design caters to almost every interest while ensuring that customers can navigate and access their favourite products with ease. CUSTOMER SERVICEHyper CITY is a hypermarket in the true sense as it offers its customers Big store Big savings along with a dominating assortment of quality products at a large, modern and exciting format. It also offers other value added services like ATM facility, telecom services, Bakery and Restaurants etc under one roof to make the shopping experience richer, convenient and complete. Hyper CITY launched its first store in Malad, Mumbai, which is spread over 1, 20,000 sq ft. Today, Hyper CITY has accomplished a total of 12 stores since inception and has marked its presence in cities like Mumbai, Hyderabad, Bengaluru, Bhopal, Ludhiana, Amritsar, Pune, Ahmedabad and Jaipur. It offers over 44,000 products sourced from both local & global markets to choose from & boasts of quality, distinctive, dominant assortment at great value. Hyper CITY promises convenience of everything under one roof & International shopping ambience that rivals the best in the world. More than 2 millionCustomers visit Hyper CITY stores every month.

HYPER CITY PROMISES

HYPER CITY BRANDSHYPER CITY 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 & GROCERYEveryday

Everyday 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. Hyper CITY encompasses everyday foods like cereals, spices, flour, pulses, dry fruits and other products

Fresh Basket

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.

Waitrose

Waitrose Voted the top supermarket chain in UK. Exclusively available at Hyper CITY. Come and taste the best of teas, coffees, juices, jams and more.

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.

HOMEEBANO

Discover stylish essentials for your home with Hyper CITYs exclusive brand ebano. ebano 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 Hyper CITY. 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.

FASHIONJOOJOOBS

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.

CITY style

CITY Style Offers the latest trends in clothing in the market, at prices that are affordable.

RIVER inc

A range of quality denims for men, ladies and kids. The range comprises of basic denims, fashion denims, tees, cargos, denim shirts and jackets.

APPLIANCESTECHNIX

Our Technix range of appliances will be available across microwaves, cook-tops and mixer-grinders.

SPORTSRALEIGH

The Raleigh Series of bicycles are available exclusively at Hyper CITY. Raleigh is one of the worlds 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 Hyper CITY. 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.

SEGMENTATION, TARGETING & POSITIONINGSegmentation In this step, customers are divided into various groups based upon criteria like age, gender, education, income, lifestyle, interests etc. Here are some of the criteria for segmenting market: Demographic (Age, Gender, Ethnicity, Marital Status, Family Size etc.) Geographic (City, State, Country, Continent or a Region like Central America, Middle East Asia etc.) Socio-economic (Income, Education, Occupation, Social class etc.) Psychographic (Personality, Personal Values, Interests, Attitudes, Life style etc.) Behavioral (Benefits sought, Product usage etc.)Segmentation benefits by allowing a company to group a very diverse market into some key homogeneous groups. This segmentation allows them to see its strengths, weakness, opportunities and threats in each segment and provides a chance to develop their strategy for each segment.A company may chose to ignore the segmentation and go ahead with a single and undifferentiated marketing strategy, or chose different marketing strategies for different segments, or may choose to just focus on only a few of the segments.TargetingOnce Segmentation process is complete, the next step is Targeting. This step basically involves selecting a subset of those segments for targeting i.e. the segments that the company will try to sell to, and go after with its marketing efforts. Targeting is important as every company has a limited amount of resources and it is often not practical to target the entire market, especially if the segments within the market are very diverse.

There are two main considerations while selecting a target market segment:1) Segment Attractiveness : Companies chose how much a segment is attractive or profitable based upon the segments size, growth potential, ability and willingness to spend etc.2) Competition and Companys capabilities : Looking at how companys core capabilities and strengths align with the segment characteristics, and how much competition the company will face in that segment. This allows a company to assess the chances of its success in the given segment.PositioningPositioning is creating an image or identity of the product/service in the consumers mind (relative to the competition). Positioning can be for a particular product or for a brand or even for the entire company. The main focus is to create a special position in the customers mind as this is how the customer will view companys products relative to others when they make their buying decisions.Segmentation and Targeting steps help create homogeneous groups, with each group potentially requiring different Positioning strategy. Marketing Research helps in getting to understand these Segments. Then the company decides what impression or image it wants to create in the consumers mind to be successful in selling its products or services, and selects appropriate advertisement and promotional campaigns to create that image.SEGMENTSUPERMARKET FOOD CHAINS

TARGET GROUPPRICE SENSITIVE INDIVIDUAL

POSITIONINGProvide an international shopping experience, where customers can shop in comfort in a large, modern, & exciting environment for the widest range of products sourced from around the world

WORKING OF FOOD DEPARTMENT(F.M.C.G), HYPER CITY, BHOPALHyper CITY showcases 40,000-plus products across multiple categories, sub-categories, brands, and SKUs with differentiated price-points targeted at a million-plus customers at its 12 stores in India. To understand overall working of Hyper CITY we have to understand its organizational structure, departmental structure and its basic process which are now discussed in detail.STORE ORGANISATION STRUCTURE

DEPARTMENTAL OVERVIEWHyper CITY mainly consists of three departments. They are namely as follows:- Food department. General merchandise. Fashion.FOOD DEPARTMENTFood department at Hyper CITY Bhopal consists of perishables, meat, food (eatables), food (non eatables), staples and personal care & healthcare items.DEPARTMENTFOOD

SUB DEPARTMENTNON FOOD

This section consists merchandise under following categories:- FMCG (fast moving consumer goods). FMCG Non food. Staples. Perishables.Category drivers in food departmentReady food as a sub department contributes the highest sales to entire FMCG food section followed by the beverages and then instant food. Ready food on an average contributes to 40% to 45% sales, beverages 35% to 40% followed by instant food which contributes 18% to 20% of the total sales generated by FMCG food category.Food FMCG department daily processes End to end merchandising with promotional talkers at the center. Minimum gap between the shelves. Peg hooks of the same size placed end to end on the cross bar. Same product category to be stacked on gondola. Follow the 3 & 4 rule for all the product placements on the plinths. Shelf edge should be dressed at the left of the product and should not be folded, torn & having stains on it. Look for brand blocks/ color blocks and ensure that these standards are followed. Number of facing should be equal for all the products on a shelf or follow an event number placement. All SKUs should be facing in one direction.Ticketing in this sectionShelf should be placed on the left of the product and in line with the border of the product.Visual merchandisingVM representative daily walks the section and checks the signage printing, shelf talkers, markdown signage & discover some new signage before store opening to ensure display & cross merchandising standards are followed.Communication through post POST should be collected from the store coordinator. Task should be accordingly implemented & status must be annotated in POST document. Lastly the document must be filed in the FMCG food POST file.Data returnsThis is used to reply to buyers on the queries that they may have. This is similar to post.

Replenishments & triggers for the same 10/3/7 rule the store needs to be looking exactly the same as its looks in the morning once refilled by the night time at 10/3/ 7 hours. This means all the products should be refilled to maximum capacity at the above timings. A store needs to be refilled once a carton full of product can go on shelf. End caps needs to be full all the time with the products as these are generally sold places. Promotional bins should always be full.Nuances in PICS Products sold with wrong barcodes. Single products sold at 2 different SKUs. Receiving confirmation (RC) related issues. Wrong SAV passed. Wrong execution of promotions. Like taking floor stock for bundling instead of free stock Problems with EAN codes: 2 different products have same codes. Wrong counting & data entry in scanner. Pilferage. RTV not done or data not available. RTV done but stocks not taken by vendor.Damages & RTVAll the products which are damaged or needs to be sent back to vendor for reasons like defective/bad quality/wrong price, etc are collected at one allocated price in the section and at 6:00 pm daily the details of the same is entered in the return to back store memo and handled over to the receiving manager.

SamplingThis is done to enhance the customer experience at hyper CITY. Sampling is done for tea & coffee at tea & coffee counter. Also various other products which a customer may think twice before purchasing are sampled to increase the sales.Quality checks for products Needs to check entire merchandise through packs for insects/fungus/beverages. Adherence to shelf life of products. First in first out (FIFO) is followed. Puffing of tetra packs is a sign of bad quality product.MC(mother child) SKUs setsThese are used whenever there are promotions running for which hyper CITY club different SKUs to make an offer. For MC SKUs set the inventories are mapped to the parent SKU. When the product is sold the inventories get deducted from the child SKU.GENERAL MERCHANDISEGeneral merchandise consists of electronics, sports, stationery & toys (STS), home departments. Home department alone consists of sections such as home linen, luggage, dcor sections.FASHIONFashion department consists of sections such as menswear, womens wear, kids wear having many Hyper CITY owned brands merchandise under them. It also has sections of mens & womens footwear.

Let us understand this departmentalization through food department example. In food department the sub departments are food FMCG, FMCG Non food, perishables, staples, ready food, instant foods, etc. Under these sub departments biscuits, noodles & soups are classes & under these classes, sizes, flavor are sub classesREADY FOOD

CLASSCLASS CODE

SAVORIES101

BISCUITS102

CONFECTIONERY103

JAMS SPREADS104

SAUCES105

INSTANT FOOD

CLASSCLASS CODE

NOODLES & SOUPS101

DESSERTS102

CANNED FOOD103

READY TO FRY104

HYPER CITY STORE LAYOUT, DESIGN & VISUAL MERCHANDISINGStore management consists of customer service, Managing the Store Layout, Design and Visual Merchandising Atmospherics.ATMOSPHERICSStore physical characteristics that project an image & draw the customer; the psychological feeling the customer gets when visiting a store.ELEMENTS OF ATMOSPHERE Exterior. Store layout. Internal display and visual merchandising. General interiors.STORE DESIGN OBJECTIVES Creates retailers image and help him in strategy formulation. Positive influence on customer satisfaction and purchase behavior. Cost effective. Flexible. Meet needs of disabled. Tradeoff in Store Design. Allocation of Floor Space Selling spaceIt is used for Merchandise displays and for interaction between customers and sales personnel.

Merchandise spaceIt is used to stock non-displayed items of the store. Employee space It includes Changing/rest rooms. It is used to take lunch. It is strictly controlled. Customer spaceIt contributes to shopping mood. It includes benches, chairs, dressing rooms, etc.Area Mix in a Typical Departmental Store Selling space: 60%Back area: 25%Circulation area: 15% TYPES OF STORE LAYOUT Grid layout. Racetrack layout. Free Form layout. Spine layout.GRID LAYOUT Long gondolas in repetitive pattern. Easy to locate merchandise Encourages self-service Does not encourage customers to explore store-Limited site lines to merchandise Allows more merchandise to be displayed Cost efficient Used in grocery and discount stores

Grid layout shown above in picture is of chocolate section, hyper CITY, BHOPAL.RACE TRACK LAYOUTIt is a Loop with a major aisle that has access to departments and stores multiple entrances. Draws customers around the store. Provide different site lines and encourage exploration, impulse buying. Used in department stores e.g. Shoppers Stop,FREE FORM(BOUTIQUE) LAYOUT Fixtures and aisles arranged asymmetrically. Pleasant relaxing ambiance doesnt come cheap small store experience. Inefficient use of space. More susceptible to shoplifting salespeople cannot view adjacent spaces. Used in specialty stores and upscale department stores e.g. Benetton, Fab India.Hyper CITY Bhopal uses grid layout mentioned above which have long gondolas which facilitate customer to easily locate the merchandise.DISPLAY AREAS Feature areas. End caps. Promotional aisle. Freestanding fixtures. Point-of-sale areas. Walls Space Planning

Allocating floor/shelf space includes: Locating merchandise in store (or on website). Where should merchandise be displayed? How much space should be allocated to each category/item? How many items of each SKU should be displayed?

Fixture Type and DensityFixtures complement the type of merchandise. The different types of fixtures are:- Jewelry Store: Expensive woodwork, marble and granite Sportswear store: More metal and plastic Density of fixtures to complement density of merchandise Types of Apparel Display Fixtures:-a) Gondola.b) Straight Rack.c) Rounder.d) Four-Way.CREATING A STORE ENVIRONMENT

Music to suit target market; can be varied - impact on shopping behavior Scent: Fragrances varied as per target market. Colors of merchandise, general interiors Store Exteriors Building Marquee: Sign displaying store name Store Entrance: Number, Type (Revolving, self-opening, push/pull), Lighting, Walkways Display Windows: -identify store and offerings -induce people to enter Surroundings.

VISUAL COMMUNICATIONSIt includes Coordinate signs and graphics with the stores image. Inform the customer. Use signs and graphics as props. Keep signs and graphics fresh. Category signage helps consumers negotiate throughout the store to find the product categories they are looking for. Directional, Departmental, and Category Signage Directional and Departmental Signage are large signs that are usually placed fairly high, so they can be seen throughout the store. Limit the copy of signs. Use appropriate typefaces on signs. Create theatrical effects like lighting. Highlight merchandise. Structure space and capture a mood. Downplay features. Music to suit target market and can be varied - impact on shopping behavior. Smell Fragrances varied as per target market, merchandise, general interiors. Cross merchandising It is the practice of marketing, or displaying products from different categories (or store departments) together, in order to generate additional revenue, known sometimes as add-on sales, or incremental purchase. These are customer-centric strategies, aimed at improving the overall customer experience. The following picture is of cross merchandising of plates & spoons can be used to eat snacks.

Directional, Departmental, and Category Signage Directional and Departmental Signage are large signs that are usually placed fairly high, so they can be seen throughout the store. Category Signage is smaller than directional and departmental signage and is intended to be seen from a shorter distance; they are located on or close to the fixture itself where the merchandise is displayed. Departmental Signage Departmental signage serves as the highest level of organization in an overall signage program. These signs are usually large and placed fairly high to they can be seen throughout the store.

Category SignageCategory signage helps consumers negotiate throughout the store to find the product categories they are looking for. The size of category signage varies widely from a lettering that is a few feet in height to merely inches. Point-of-Sale (POS) Signage Point-of-Sale Signage Is relatively small signage that is placed very close to the merchandise and is intended to give details about specific items. Point-of-Sale (POS) Signage POS signage for clearance and sale items tends to be in red to draw a consumers attention. Lifestyle Graphics The Limited uses lifestyle graphics to convey the image of the product to the consumer. Here the limited conveys the casual nature of one apparel line.STORE EXTERIORS Building. Marquee: Sign displaying store name. Store Entrance: Number, Type (Revolving, self-opening, push/pull), flooring and lighting. Walkways. Display Windows to identify store and offerings to induce people to enter. Surroundings HypermarketsCharacteristics of hypermarkets are:- Very Large in Size. Combination of food (60-70%) & gen. merchandise (30-40%). Could be called a superstore that combines a supermarket & a department store. Displays an enormous range of products under one roof. Provide Customer with all routine shopping needs in one trip. Worlds largest chains of hypermarket today are Wal-Mart, followed by Carrefour of France. Tesco in UK India has about 25 hypermarkets today and estimated that it can accommodate over 1,000 hypermarkets in 67 retail destinations by 2010. Hyper CITY in Malad, Bhopal, Amritsar, Jaipur, Mumbai, Bangalore, Hyderabad, Ahemdabad, Pune, Baroda( K.Raheja), etc.Hypermarkets typically stock Merchandise ranges from groceries, & sports equipment to furniture, appliances to computer & electronics. Fresh foods- dairy produce, meat, fish and vegetables are their specialty. Hypermarket is somewhat of a big discount store that, ideally, stocks 60 per cent food and 40 per cent non-food items.Hypermarkets are designed to generate higher revenues and delivery gains in terms of branding, merchandising, display, variety and choice. Owing to the huge volume of sales generated at hypermarkets, overheads stay low enabling them to function like discount stores.

Globally, hypermarkets account for 60 per cent of the retail sales. Subhikshas in Chennai which has over 70 stores across Chennai have distanced from hypermarkets. At the same time RPG group, which runs Foodworld, opened its hypermarket called Giant in Hyderabad. Similarly, Pantaloon group opened its hypermarkets Big Bazaar in Hyderabad, Kolkata and Bangalore. Initially, hypermarkets started in Southern part of the country and slowly moved to Metro cities.

DAILY WORKING PROCESSES OF HYPER CITYThere are twelve processes in total which are used on daily basis for smoothly functioning of Hyper CITY. They are as follows:- STOCK TAKE/PICS (PERPETUAL INVENTORY COUNT SYSTEM). PRICE CHECK. RTV/SAV. RECEIVING. CODE MANAGEMENT. CUSTOMER SERVICE DESK. CHECKOUT/CASHIERING. MERCHANDISING STANDARDS. STORE POST. PROCESS WORD GAME. EMPLOYEE DISCOUNT. DISCOVERY CLUB LOYALTY PROGRAMME.PICS(PERPETUAL INVENTORY COUNT SYSTEM)A system of records maintained by controlling department which reflects physical movement of the stock and their current balances. The perpetual counting system (often called cycle counting) can save money, increase accuracy of the count, and reduce disruption in your operation during the count. The reasons most often cited in favor of cycle counting is that the complexity of doing an annual physical inventory is much greater and therefore there is more chance for error.To get the most advantage out of the cycle counting process, include the following steps in your annual line review and count: Using your inventory control system ranking feature calculate the popularity of a particular item once a year. Determine which inventory should have the stocking quantity set to 0 based on the last years historical sales. If your vendor will take it back and exchange it for faster moving inventory, pull the inventory you want to send back and set the quantities on hand to 0. Count the inventory by vendor or product line, depending on what makes since for your business. Divide the entire inventory into 12 logical segments and determine which month you plan on counting a particular segment. After your count is done, look at your history of lost sales during the year. If you determine that an items popularity has increased during the year, consider raising the stocking quantity value so you will stock more of the most popular items.When receiving inventory, there are several important considerations to remember. When you are receiving inventory into QuickBooks or a similar system, separate freight and other non inventory charges from the inventory, otherwise the value of your inventory will be inflated. This is especially important if you use a separate point of sale or inventory control system.In the past 12 months cost of goods sold has significantly increased for many industries. Make sure your current cost is always accurate in your system. When possible, recalculate the selling price to achieve your companys target gross margin for that item.Businesses that use this approach find they have more accurate inventory book value, lose fewer sales, and have a higher gross margin than those that dont.

CODE MANAGEMENTIt involves following:SKU(STOCK KEEPING UNIT)SKU are used at Hyper CITY for codification, it consists of nine digit number. In the field of inventory management, a stock keeping unit or SKU is a code on distinct item, such as a product or service, as it is offered for sale that embodies all attributes associated with the item and that distinguish it from all other items. For a product, these attributes include, but are not limited to, manufacturer, product description and material, size, color, packaging, and warranty terms.When a business takes an inventory, it counts the quantity of each stock keeping unit. SKU can also refer to a unique identifier or code that refers to the particular stock keeping unit.International Article Number (EAN)An EAN-13 barcode (originally European Article Number, but now renamed International Article Number even though the abbreviation EAN has been retained) is a 13 digit (12 data and 1 check) barcoding standard which is a superset of the original 12-digit Universal Product Code (UPC) system developed in the United States. The EAN-13 barcode is defined by the standards organization GS1.The EAN-13 barcodes are used worldwide for marking products often sold at retail point of sale. The numbers encoded in EAN-13 bar codes are product identification numbers, which are also called Japanese Article Number (JAN) in Japan. All the numbers encoded in UPC and EAN barcodes are known as Global Trade Item Numbers (GTIN), and they can be encoded in other GS1 barcodes.

TicketingTicketing in food department is much more essential than its looks because everyday new products came on to floor. The new sku no. is allotted to them & therefore its necessary to be cautious so that all problems which are related wrong inventory can be eradicated. A ticket generally consists of :- Product name & size. Offer product category. Stock keeping unit (SKU). European article number (EAN). Bay number. Vertical height of shelf in bay from downwards to upwards. Horizontal location number of shelf from left to right. Facing. Height. Depth. Maximum retail price (MRP). Hyper CITY price.A Hyper CITY ticket can be best understood through following diagram:

Key points to remember about ticket If our price is reflected in:RED COLOUR it indicates markdown (M).YELLOW COLOUR it indicates promotion (P).GREEN COLOUR it indicates new launch (N). Offer product category is represented by various alphabets which represents following:- P Promotion. R Regular. G General. M Markdown. N New. A Active.

MANAGEMENT INFORMATION SYSTEMMaintaining such a huge store is much difficult process for its management team but this seem to be possible because of their effective management information system (MIS).A management information system (MIS) can be defined as a system that: Provides information to support managerial functions like Planning, organizing, directing, controlling. Collects information in a systematic and a routine manner which is in accordance with a well defined set of rules. Includes files, hardware, software and operations research models of Processing and storing, retrieving and transmitting information to the users.A management information system (MIS) is a subset of the overall internal controls of a business covering the application of people, documents, technologies, and procedures by management accountants to solving business problems such as costing a product, service or a business-wide strategy.Management information systems are distinct from regular information systems in that they are used to analyze other information systems applied in operational activities in the organization. The term is commonly used to refer to the group of information management methods tied to the automation or support of human decision making, e.g. Decision Support Systems, Expert systems, and Executive information systems.An effective MIS has the following objectives1. Facilitate the decision making process by furnishing information in the proper time frame. This helps the decision maker to select the best course of action.2. Provide requisite information at each level of management to carry out their functions.3. Help in highlighting the critical factors to the closely monitored for successful functioning of the organization.4. Support decision-making in both structured and unstructured problem environments.5. Provide a system of people, computers, procedures and interactive query facilities, documents for collecting, sorting, retrieving and transmitting information to the users. M.I.S AT HYPER CITY Management information system at HYPER CITY consists of following:- Wastage. Shrinkage. Negative inventory. D.C.C (discovery club card). Ill be back.WASTAGEUnder wastage that merchandise comes which is wasted due to many reasons such as temperature, during transportation, etc which are partially controllable.SHRINKAGEUnder shrinkage those merchandise comes which is reduced, decreased in size or amount along with time period, temperature, etc.NEGATIVE INVENTORYNegative inventory means those merchandises which are calculated in inventory of a single product due to wrong ticketing or wrong tickets attached to them.DISCOVERY CLUB CARD Hyper CITY provides special privileges to their customer who joins their permanent membership club. They issue membership card to those customers by charging 100 rupees as fee & provide 50 points to them immediately after 24 hours of issuing card & in that month only if their purchase amount exceeds more than 500 rupees they provide 150 as reward points.Through that card customer earn discovery points on selected merchandise purchase. Those points can be converted into equivalent rupees and can be deducted from their respective shopping amount or can be converted into cash.ILL BE BACKIf Ill be back tag is placed over any ticket of any product it means that product is out of stock and is expected to come soon.

Hyper CITYs RETAIL STORE MANAGEMENT SYSTEM: PROFIT WITH PROMOTIONSIn the year 2009, the senior management at Hyper CITY, India's leading hypermarket, had a difficult issue to deal with. With growth in its customer-base, the retailer was forced to buy and stock more number of and a greater variety of products. But it led to piling up of unsold stocks at several stores due to frequent fluctuation in demand.

Hyper CITY showcases 40,000-plus products across multiple categories, sub-categories, brands, and SKUs with differentiated price-points targeted at a million-plus customers at its 12 stores in India. Such expansive nature of its business makes it a challenging task for the retailer to introduce marketing promotions. With the Oracle retail software, the retailer can now introduce store-specific offers for a particular category, brand, or even SKU.Hyper CITY's solution for perishable items

The perishable items such as vegetables and fruits demand quick promotions to dispose of the stock. Hyper CITY is able to execute store-specific offers for such products on a daily basis. Veneeth Purushotaman, Business Head - Technology at Hyper CITY Retail India says that Oracle Retail Solution helps the business users to execute new offers every few hours in a single day. Already, Hyper CITY has started introducing store-specific Happy Hour promotions on perishable items at any point of the day (as per the need), such as every day after 8 PM on bakery products.Point of sale terminal (POS) at Hyper CITY

Each Hyper CITY outlet has about 30 point of sale terminals (POS terminals). The total user base of the suite at every store is over 100 of which close to 60% are cashiers. The retailer provided a week-long training to its billing desk staff.Oracles application can handle various payment modes such as credit / debit cards or cash. Hyper CITY now intends to integrate the retail solution with its loyalty program in the near future."Currently a cashier at the point of sale terminal has to swipe the loyalty card separately. Once we integrate the two programs one process will be eliminated, reducing the time a customer has to spend at the terminal," says Veneeth Purushotaman, Business Head - Technology at Hyper CITY Retail India.Pramod Kapoor, DGM - Delivery Head, Infodart, the project implementation partner of Hyper CITY informs that the three-component structure of the software further saves time for Hyper CITYs customers. "The retail management products traditionally used in India had only two components: Point of Sale (POS) and Central Office. With Oracle Retail Back Office (ORBO), the software helps to speed up the billing process. Every time a product is bought, POS updates the ORBO database, which is hosted at the store, and does the billing. This eliminates the need to update the entire database residing at the central office and thus decreases the time a customer spends at the point of sale (POS) terminal."Oracle retail management software at Hyper CITY up close

The Oracle software deployed at Hyper CITY is a Java-based hardware-platform independent application that focuses purely on retail management. It combines the features of Retek and 360Commerce, two retail management software companies the vendor acquired six years ago.The software has three components: Oracle Retail Point of Sale (ORPOS), Oracle Retail Back Office (ORBO), and Oracle Retail Central Office (ORCO). ORCO is hosted at the server at the head office and it facilitates central allocation of pricing, promotions, setting of rules, and events to be executed at individual stores. ORBO focuses on store-specific functions such as start-of-day / end-of-day inventory and cash maintenance, management of staff and time schedules, and promotions. ORPOS automates the transaction processes at the cash counters. ORPOS and ORBO are hosted at the store level. All the pricing and promotion details for each product are held by ORBO which constantly communicates with ORPOS.Simplified campaign management at Hyper CITY

With its retail campaign management tool, the merchandising team at Hyper CITY can set up promotions specific to: All stores OR specific store. All product categories or specific categories. Discount rule type: A promoter can select and manage any type(s) of campaign, such as 'Buy One Get One', 'Happy Hours', the campaigns with percentile discounts, those with rupee discounts, and customer-specific campaigns. The start and end date of each of the promotions can be specified. The start and end time can be specified for time-based promotions like Happy Hours. The 'source' and 'target' options of the management console can be used to have further variations like 'mix and match' and 'cross category' campaigns.

VISION

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

HISTORYHYPER CITY

TypeHypermarket.

IndustryRetailing.

Founded2006.

Head quartersMumbai, India.

Key peopleMr. Mark Ashman(CEO), Ashutosh Chakradeo(CMO), Veneeth Purushotaman(Senior VP technology), Darshana Shah(senior VP marketing).

Number of locations12(2013)

Areas servedIndia.

Websitewww.Hyper CITYindia.com

Hyper CITY Retail (India) Ltd. Founded in 2006 is a part of the K. Raheja Corp. Group, a leader in the Indian retail sector. K Raheja Corp helped create retailing in India with Shopper's Stop, Inorbit Mall and Crossword apart from their successes in realty and hospitality.Hyper CITY launched its first store in Malad, Mumbai, which is spread over 1,200,000 sq ft. Today, Hyper CITY has accomplished a total of 13 stores since inception and has marked its presence in cities like Hyderabad, Bangalore, Jaipur, Amritsar, Bhopal, Ludhiana, Ahmedabad and Pune.OBJECTIVES OF THE STUDY

To gain knowledge about entire working processes & sub processes of food department. To briefly study about various available brands of Hyper CITY. To know about marketing strategy of Hyper CITY. To ascertain customers attitude towards the brand.

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. Every project report conducted scientifically has specified frame work for controlling data collection.This framework is called research design. Its function is to ensure that required data are collected accurately & economically. There are generally two types of research design. These are:- Exploratory research. Conclusive research.The type of research design used in this project is exploratory & applied research. Exploratory research in which new relationship are discovered, & looking to the research that is finding out the most dominant attributes for research & the market leader in respect to market strategy.Applied research aims at finding a solution for an immediate problem facing a society or an industrial/business organisation, whereas fundamental research is mainly concerned with generalisations and with the formulation of a theory.Design of exploratory studiesIt helps us to discover new relationship & ideas. The researchers imagination is the key factor, however three lines if attack may help in finding hypothesis of value. Study of secondary sources of information. Survey of individuals who have ideas on general subject. Analysis of selected cases.

Sampling method and sizeThe sample units in this project are the customers, wholesalers, & retailers because it is through them; we are able to collect information needed for this report.The size of the sampling is 100 & a non profitability sampling has been applied because it is not possible to get list of universe elements, which is must for profitability sampling method. So, the convenience sampling method has been used.Convenience sampling is sampling, anyone who comes in contact with the researcher is interviewed it is possible where the items of universe to be sampled are homogenous.Research processResearch process consists of series of steps which is necessary effectively carry out research. The following chart represents that the research process consists of no. of related activities.

Research typeResearch types are used to identify & classify the elements & characteristics of the subject. Quantitative techniques are used to collect, analyze & summarize the data. In hyper CITY data & information are collected to analyze the inventory control techniques. Here analytical research is also used as descriptive research is extended to suggest & explain the causes of changes in inventory & the factors that effecting inventory & inventory control techniques. Applied research is followed i.e., problem solving research is applied in this project. The already known theory & knowledge of retail management are studied & applied to practical situations like of hyper CITY inventory & understand the variations in levels of inventory & find out alternative method for increasing operational efficiency.Field workDuring the field operation, all possible efforts were made to minimize the errors so that the data collected may not provide wrong information. Caution was taken at every step while the respondents were filling up the questionnaire. a lot of time was given to the respondents so that they could understand the question asked.

DATA COLLECTION METHODPrimary data collectionThe method used to collect the data is from primary sources. The method is appropriate as compared to secondary data available looking to the objectives of this project report. The method used to collect data is a survey in which questionnaire is prepared & given to the respondents to fill it. It is not possible to collect information from observation, it catches the physical activates of the person.Data collection methods are of two types questioning & observation. QuestioningHere, the data is collected is by asking questions from whom we are supposed to have desired information. The question may be asked in written or oral. A format list of question is often called questionnaire.

ObservationWhen data are collected through the observation, the researcher do not ask the question, instead they keep track of the research design which is used in the necessary data collection in one or both of these two methods. Secondary data collectionProbably the quickest and the most economic way for researchers to find out the possible hypothesis is to take advantage of the work of others & of their own earlier efforts. In a relatively short time, researcher can scan a large volume of possible data.It is generally collected through secondary sources like newspapers articles, magazines, journals, internet, earlier reports & surveys.

Study of individual with ideasAll people who have any association with the efforts to market the product in question are potential sources of information. Such individual involve the top executive & sales managers, sales representative, wholesaler & consumers who have used the product. Analysis of the selected casesThe case method most intensive study of relatively small number of situation for e.g. an investigator might make a detailed investigation of a few customers, a few retail stores or a few small town markets. In some instances the number of cases studied is reduced to one. When one or few unit is examined, the process is called the case method & each unit is called a case.

RESEARCH DESIGN

Research type:Exploratory, conclusive. Venue:Sagar Research instrument:Questionnaire Research approach:Survey method Sample size:Customer 100 Type of questionnaire:Structure not disguised Type of question: close ended questions Sampling plan:Sampling unit: Respondents of Sagar Sample size: 100 peoplesSampling procedure: simple random sampling Contact method:personal Mode of collecting data :The respondent are chosen Randomly and requested to give opinion. The questions are then asked in a predetermined sequence. The secondary data is Collected from books, Journals, websites etc. Data processing: a number of table to bePrepared to bring out the main Characteristics of the collected data.Inferences to be drawn from the data collected.

DATA ANALSIS & INTERPRETATIONWhich type of retail stores do you prefer for shopping?

This pie chart shows that the 87% of people prefer organized retail stores for shopping while 13% of people prefer unorganized retail store

Do you think that there is much price difference between hyper CITY & other retail stores?

This graph shows customer opinion that whether there is much price difference between merchandise at hyper CITY and other retail stores.

In current scenario what you think which retail store is major competitor to hyper CITY?

This pie chart shows customer opinion that which retail store is posing a strong competition to hyper CITY in percentile terms.

Do you think organized retail stores provide more services & facilities than unorganized stores?

This bar graph shows that how many customers believe that more services & facilities are rendered by organized retail store rather than unorganized retail store.

Do you find out any quality difference between the products of both the stores?

This pie chart shows that how many people believe that there is quality difference between the products of organized retail stores & unorganized retail stores.

Which hyper CITY brand do you prefer mostly against other known brands in food department?

This pie chart shows that which hyper CITY brands are preferred mostly by customers against other known brands in food department.

In your opinion what should be the promotional media through which hyper CITY can reach its target customer?

This pie chart shows the customer opinion that which promotional media can be used by hyper CITY at best to reach its target customers.

Are you satisfied with the quality of hyper CITY perishables fresh basket brand?

This pie chart shows that how many customers are satisfied with the quality of perishables fresh basket brand of hyper CITY.

Do you believe that direct promotional events which are conducted on special occasions helps in increasing sales?

This pie chart shows that how many people believe that direct promotional campaigns organized on occasions helps in boosting sales.

SWOT ANALYSIS

STRENGTH Leader in the Indian retail sector with prior experience in running retail stores such as Shoppers stop, Inorbit mall and crossword before establishing, Hyper CITY. Accomplished over 12 Hyper CITY superstores in India in all major cities such as Mumbai, Hydrabad, Pune, Bangalore etc. Excellent management team with experience of many years in running retail business. Large economies of scale compared to competitors.

WEAKNESS

Huge infrastructure costs involved in Hyercity projects. Low possibility of success of this store format in lower tier-2 and tier-3 cities. Huge operating costs put an upward pressure on prices.

OPPORTUNITIES

Expansion in other major cities of India such as Delhi, Lucknow, Chandigarh etc. Development of its own in-store brands. Massive advertising and brand promotion. Putting sound customer loyalty programmes in place.

THREATS

Increasing competition from other retailers and store formats. Recession in real estate and infrastructure sector. Rising inflation for food and fuel prices.

PEST ANALYSIS PEST or PESTEL analysis is a simple and effective tool used in situation analysis to identify the key external (the macro environment level) forces that might affect an organization. These forces can create both opportunities and threats for the organization. Therefore, the aim of doing PEST is to find out the current factors affecting the company, what changes are going to happen in the external environment and to exploit those changes or defend against them better than competitors would do. The outcome of PEST is an understanding of the overall picture surrounding the company.Figure 1. Macro environment forces affecting a firm (PEST including legal, environmental, ethical and demographic forces)

PEST analysis can also be done to assess the potential of a new market. The general rule is that the more negative forces are affecting that market the harder it is to do business in it. The difficulties that will have to be dealt with significantly reduce profit potential and the firm can simply decide not to engage in any activity in that market.PEST analysis is the most general version of all PEST variations created. It is a very dynamic tool as new components can be easily added to it in order to focus on one or another critical force affecting the company. Although following variations are more detailed analysis than simple PEST, the additional components are just the extensions of the same PEST factors. The analysis probably has more variations than any other strategy tool:

Limitations

The main limitations that I confronted with dealing with the people are:- Some customers are unwilling to cooperate. Information provided by customers is not exact. There is chance of personal bias. Some of officers were hesitating in giving data. Some of the officers refused completely for providing any sort of information. Very few officers provide information about the area of customers complaints. It was extensive questionnaires based study so everything in detail was not found. Some of customers did not know English; since they are unable to give information correctly.

CONCLUSION

From my survey I concluded that HYPER CITY is one of the best hypermarkets in India. Its promotional technique is also attractive. Everyone is fond of their brands. It has been ahead of others because:- It offers great range of merchandise from food to home, fashion to general merchandise, high tech appliances to sports, stationery, toys, etc under one roof. It provides services such as extended warranty, accepts all international cards, home delivery, titan eye, crossword, caf coffee day. Hyper CITY brands as well as other brands are easily available at best affordable prices as compared to other stores. It gives due emphasis on sound promotional activities. Its sales are increased majorly due to great range of merchandise, less prices offered, improved services coupled with sound promotional activities. Hyper CITY great mix of daily working processes make it organized over other organized hypermarkets. Hyper CITY manufactures its own brand there by reduces its unit cost production, enhances its quality and generates competitive advantage over others.

SUGGESTIONS

Hyper CITY every time effort is to maximize the sales through various activities. Therefore they should consider all marketing mix variables (product, price place, promotion) so that they can maintain their leadership position over closest competitors like reliance fresh. The Hyper CITY brands quality are good but they should focus on promoting them. It is the basic tool to retain the target customers. Hyper CITY should focus on lowering prices of merchandises than M.R.P, especially in food section so that it can attract price conscious customer who are driving towards reliance, vishal megamart, etc. Hyper CITY should move according to the latest trends and should always be ready to introduce innovative features into their products so that they can compete with ever changing environment. Product price should be competitive to other brands they should try to minimize the per unit price of the product, so that they can compete with other known brands. The promotions activities of any company are one of the major reasons of it success. Sound promotion activities are necessary to promote the company sales. More the customers gets aware about the product, more will be the sale. A company can create a better brand name through different promotions policies i.e. discount, offers etc.

GLOSSARY OF TERMS

Merchandising - merchandising is any practice which contributes to the sale of products to a retail consumer. SKU - a stock keeping unit or SKU is a distinct item, such as a product or service, as it is offered for sale that embodies all attributes associated with the item and that distinguish it from all other items. EAN - an endcap is a display for a product placed at the end of an aisle. Gondola - A gondola is a freestanding fixture used by retailers to display merchandise. Visual merchandise - Visual merchandising is the activity and profession of developing the floor plans and three-dimensional displays in order to maximize sales. PICS - A system of records maintained by controlling department which reflects physical movement of the stock and their current balances. RTV - It is a process of hyper CITY under which damaged products are returned to the vendor. SAV It is a process of hyper CITY under which perishables dump are returned. Grid layout store layout which have long gondolas which facilitate customer to easily locate the merchandise. Racetrack layout - It is a store layout under which there is a loop with a major aisle that has access to departments and stores multiple entrances. Free Form layout - store layout under which Fixtures and aisles arranged asymmetrically. There is inefficient use of space.

BIBLIOGRAPHY Marketing management:Philip kotler. Marketing research:Mr.D.D.Sharma. Marketing management:S.A.Sherlekar. Retailing management:Michael levy.Barton A. weitz.Ajay pandit. Retailing management:Swapna pradhan Retail management:Gibson G. vedamani Websites:www.wikipedia.orgwww.HyperCITYindia.comeconomictimes.indiatimes.comstrategicmanagementinsight.inbusinesstoday.intoday.intimesofindia.indiatimes.comwww.business-standard.com

B.T.I.R.T SAGAR (M.P)QuestionnaireConsumer/retailerDear respondent,This information is required for project entitled WORKING OF FOOD DEPARTMENT, HYPER CITY, BHOPAL your response will be kept confidential & will be used for academic / research purpose only.Thanking youName of student: ARUNESH SINGHMBA 3rd semName of respondent . Phone no.Address: ...........................................................Please answer the relevant questions: Which type of retail stores do you prefer for shopping?a. Organised b. Unorganised

Do you think that there is much price difference between Hyper CITY & other retail stores?a. Yes b. No In current scenario what you think which retail store is major competitor to Hyper CITY?a. Spencersb. Big bazaar c. Reliance freshd. Vishal megamart Do you think organized retail stores provide more services & facilities than unorganized stores?a. Yes b. No Do you find out any quality difference between the products of both the stores?a. Yes b. No Which Hyper CITY brand do you prefer against other known brands in food department?a. Everydayb. Fresh basketc. Waitrosed. Other In your opinion what should be the promotional media through which Hyper CITY can reach its target customer?a. Television b. Newspaper c. F.Md. Other Are you satisfied with quality of Hyper CITY perishables fresh basket brand?a. Yesb. No Do you believe that direct promotional events which are conducted on special occasions helps in increasing sales?a. Yes b. No Your experience & views.....