Hypercity Retail India Ltd. 3n4t3c

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

“THE VARIOUS PROMOTIONAL STRATEGIES OF HyperCITY” (A study done at Mumbai branch)

ii

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 who given me the opportunity and ed 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

iii

iv

EXECUTIVE SUMMARY

v

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 hip 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. vi

SAMPLE SIZE 300 (Three hundred)

METHODOLOGY: 

The basic methodology that we followed was the questionnaire method.



Research objectives were clearly stated before deg 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.

vii

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 (hip card) is satisfactory among the customers



Many customers did purchases, but did not avail the benefit of hip (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.

viii

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 ment 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 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

6



Size of the Industry



Growth trends



Government policies



Major players

3.

Company and Product Profile

21

4.

Literature Review

43

5.

Objective and Scope of Study

48

6.

Research Methodology

50



Research design



Sampling design



Data collection



Limitation & Assumptions

7.

Data Analysis and Interpretation

76

8.

Observation and Findings

99

9.

Conclusions

101

10.

Recommendations

103

References

105

Questionnaire

107

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LIST OF TABLES 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 ment

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

75

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INTRODUCTION

75

RETAILING :AN INTRODUCTION 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 , 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 encomes 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

2

DEFINITION: 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.

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IMPORTANT FEATURES OF RETAILING: 

There is direct end- 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 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. 4

SECTOR PROFILE

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THE GLOBAL RETAIL INDUSTRY: AN OVERVIEW 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

8900

15

No. of outlets

No. of countries Operating in

1.

Wal-Mart

US

($billions) 408.21

2.

Carrefour



126.5

15500

34

3.

Tesco

UK

99.7

502

15

4.

Metro



92.02

2100

33

5.

Lidl



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



58

8210

18

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OVERVIEW OF RETAIL SECTOR IN INDIA Retailing is one of the pillars of the economy in India and s 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 ed for sales tax, income tax, etc. These include the corporatebacked 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 s 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  s 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. 7

RETAIL FORMATS: Media Activity

In store

Catalogue

Cable TV

WWW

Telephone

Means of

Humans in

Paper

Broadcast

Computer

Telephonic

Mediation

Brick and

&Telephonic

&Telephonic

&Voice over

Elements

Mortar

Internet

Environment

Protocol

Customer

Face to Face

Remote,

Remote,

Remote,

Remote,

Interface

Sales

Print,

Voice only,

voice often

Voice Only

Service

Response

Recreate

electronic

Voice only

Social Aspect

Product

3-

Photograph &

Television

Computer

Telephonic

presentation

Dimensional

Text

image &

image,

product &

Displays

demonstration Photograph Text

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.

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Malls: The largest form of organized retailing today. Located mainly in metro cities, in proximity to 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 9

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.

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

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.

10

RETAIL FORMATS IN INDIA: Format Hypermarkets

Description

Example



Avg. Size 50000-100000 sq. ft.



HyperCITY



Offers a large basket of products ranging



STAR

from grocery, fresh and processed food,

BAZAAR

beauty and household products, clothing and appliances. Department



Avg. size-10000 to 60000 sq. ft

stores



Offers a large layout with a wide merchandise mix, usually in cohesive



SHOPPER‘S STOP



LIFESYLE



INORBIT

categories including fashion Shopping



malls

and above 

Supermarket

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

MALL

The largest form of organized retailing



INFINITY

today



PHOENIX



Avg. size-10000 to 60000 sq. ft



BIG BAZAAR



Having a strong focus on food & grocery



D MART



KIRANA

and personal sales

Mom & Pop



shops

They are family owned business catering to small sections



SHOPS

They are individually handled retail outlets and have a personal touch.

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

LALA SHOPS

BARRIERS IN THE INDIAN RETAIL SECTOR To become a truly flourishing industry, retailing needs to cross the following hurdles: 

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.

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MAJOR PLAYER IN RETAIL Future Group:

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. 13

Mall - Inorbit Book store - Crossword 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.

14

LandMark: 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

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GOVERNMENT POLICIES IN RETAIL 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 20112012. 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.

16

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 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 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 17

Foodlands Pvt. Ltd

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 18

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

19

COMPANY AND PRODUCT PROFILE

20

COMPANY ORIENTATION 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

21

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 &Hyde rabad. 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.

22

K. RAHEJA GROUP

23

COVERAGE

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 24

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 25

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/ 26

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

27

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 28

HyperCITY – Pune Ground floor Kumar pacific mall, Shankarsheth road, Swargate, pune

29

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.

30

HyperCITY, MALAD

HyperCITY – MALAD Next to Inorbit mall Malad Link Road Malad (West) Mumbai 400 064 31

HyperCITY PRODUCT SECTIONS FOOD & GROCRY ITEMS  Fruits & vegetables  Meat &Fish  Staples  Ready & Instant Food  Beverages  Home care  personal care

32

HOME SECTION  Home ware  Home needs  Home linen

33

HIGH TECH SECTION  Computing  Communication  Photography  Imaging

HOME ENTERTAINMENT SECTION  Vision  Audio

34

APPLIANCES SECTION  Large appliances  Small appliances  Personal care

35

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

36

SPORTS SECTION  Health & Fitness  Outdoor sports  Indoor sports

FURNITURE SECTION  Living Room  Bed Room  Dining Room

37

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

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

38

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

HOME

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.

39

FASHION HyperCITY offers a coordinated range at super prices; cutting across clothing, footwear, sunglasses, watches, hair accessories, bags and jewelry.

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.

40

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

SPORTS

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.

41

LITRATURE REVIEW

75

WHAT IS PROMOTIONAL STRATEGIES?

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

43

OBJECTIVE OF PROMOTION 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

44

CHANNELS OF PROMOTION 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)



s (gifts)



Frequency programs



Prizes (contests, sweepstakes, games)



Patronage awards



Free trials



Product warranties



Tie-in promotions 45



Cross promotions



Point-of –purchase (pop) displays and demonstrations



Price offs



Allowance



Free goods

46

OBJECTIVES AND SCOPE OF THE PROJECT

47

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 hip 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 ments 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.

48

RESEARCH MEHODOLOGY

49

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.

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

50

STAGES IN RESEARCH PROCESS

PROCESS STAGES:  1. Defining the research objectives  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

51

SAMPLE DESIGN:  Sampling is an act, process, or technique of selecting a representative part of a population.  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 deg 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 52

 The sampling method used was Non-probability random sampling

SAMPLE SIZE: 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 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. 53

 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  areas where there as scope of improvement. So recommendations on various  perspectives have also been put forward.

54

TASKS UNDERTAKEN DURING THE PROJECT

55

TASKS UNDERTAKEN DURING THE PROJECT

 DCC Enrollment  Competition Mapping  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

56

DCC ENROLLMENT Dcc is the discovery club card. Which is a hip card for the hypercity customers. It is a electronic card which a customer show during the billing to get the benefits of this card.

FEATURES OF DCC  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 .

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.

57

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

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 58

 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.

59

BASKET COMPARISON IMAGES

60

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

61

MULTIMEDIA  LCD  LED  Speakers  CD

MAJOR COMPETITORS OF HyperCITY IN HAM PRODUCTS  Croma  Vijay sales  Kohinoor  E – Zone  Snehanjali  Next

62

HAM COMPARISON IMAGES

63

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 ment of their product. In share of voice marketing officer see the competitors ment 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

64

SPACE ON HIRE Space on hire means HyperCITY gives space to the different companies for the ments 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

65

ENDCAP

DISCOVERY PILLARS

66

TRAVALATOR BRANDING

CASH COUNTER BRANDING

67

TROLLY BRANDING

GLASS FACATE

68

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.

69

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

70

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.

71

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.

72

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.

73

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 of HyperCITY. Those customers who are having the hip card of HyperCITY. We gone to 5 restaurant and approached them.

74

DATA ANALYSIS AND INTERPRETATION

75

Q.1

Have you ever seen any promotional activity or ment done

by HyperCITY, Malad?

Column1

47 53

76

YES NO

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.

77

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

SOURCES 40 35 30 25 20 15 10 5 0

36 24

20

Newspaper leaflets in store Word of mouth others (sms,email)

14 6

The sources in which the customers have seen the ment Sources

newspapers

Leaflets

In

store Word

activity

mouth

of Others (sms, emails

Percentage

36

24 percent

percent

14 percent

6 percent

20 percent

78

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

79

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

FREQUENCY 60

53

50 40

32

30 20

13

10

2

Always sometimes very often first time

0

Frequency of the customers to come at HyperCITY Frequency

Always

Sometimes

Very often

First time

percentage

53%

32%

13%

2%

80

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.

81

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

PRODUCTS 60

57

50 40 30 19

20

GROCERY FASHION ELCTRONICS FURNITURE

19

10

4

0

The products usually purchased by the customers products

Grocery

Fashion

Electronics

Furniture

percentage

57%

19%

19%

4%

82

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.

83

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

Series 1 80 70

67

60 50 40

GROCERY FASHION ELECTRONICS FURNITURE

30 18

20

11

10

4

0

Products purchased by the customers because of the promotion. Products

Grocery

Fashion

Electronics

Furniture

Percentage

67%

11%

18%

4%

84

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.

85

Q.6

Do you think the visual merchandising is helpful to attract the

customer?

VISUAL MERCHANDISING

9

YES NO 91

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

86

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 ments.

87

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

OFFERS 60 51 50 HYPER WEDNESDAY FRIDAY BLOCKBUSTER BOTH

40 28

30 20

12

9

10

NO

0

The various weekly offers of HyperCITY Weekly offers

Percentage

Hyper

Friday

Wednesday

blockbuster

12%

9%

88

Both

No

28%

51%

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).

89

Q.8 Do you have a Discovery Club Card?

DCC

42 58

58% customer says they are having the hip card of HyperCITY 42% customer says they are not having the hip card of HyperCITY

90

YES NO

INTERPRETATION FOR QUESTION NO. 8 Discovery club is the hip card for HyperCITY customers. 58 percent of them have the hip cards through which they do purchases. hip card facility will be useful to redeem points followed by gift vouchers.

91

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

SATISFACTION 70

65

60 50 40 30 19

20

16

YES NO NOT YET USED

10 0 YES

NO

NOT YET USED

65% customer says yes they are quite satisfied with the card. 19% customer says they are not satisfied with the facility of the card.

92

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 hip facilities. Our analysis is also shows that 19 percent of them are not satisfied with the hip facilities. It appeared hip 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.

93

Q.10 What kind of offers do you like?

Series 1 70

66

60 50 40 30

21

20

13

10 0

DISCOUNT ON MRP FREE GIFTS

DISCOVERY CLUB POINTS

The offers liked by the customers Offers

Discount on MRP

Free gifts

Discovery club points

Percentage

66%

21%

13%

94

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 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.

95

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

RATINGS 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

VISUAL MERCHANDISI NG NEWSPAPER

LEAFLETS

ACTIVITIES IN THE STORE

The ratings of promotional activities given by the customers Activities

Visual

Newspaper

Leaflets

merchandising Percentage

4.5

1

2.5

96

Activities in Word the store

mouth

3

2

of

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.

97

OBSERVATIONS AND FINDINGS

75

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 (hip card) is satisfactory among the customers



Many customers did purchases, but did not avail the benefit of hip (DCC) card.



Ambience and comfortable atmosphere rather proved to be gaining momentum for HyperCITY.

99

CONCLUSION

100

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 ment 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

101

RECOMMENDATIONS

102

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 of DCC are not getting the emails and sms from HyperCITY so update the customer information while enrolling the customers

103

REFERENCES

104

REFERENCES www.hypercityindia.com www.wikipedia.com www.google.com

BOOKS RESEARCH METHODOLOGY

105

ANNEXURE

106

Questionnaire Name Of Customer ____________________ Area Of Residence ___________________

Q.1 Have you ever seen any promotional activity or ment done by HyperCITY, Malad?

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 107

Q.4

What kind of products do you purchase at HyperCITY?

Grocery Fashion Electronics Furniture

Q.5

Have you ever purchased anything because of the promotion or ment 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 108

Q.8

Do you have a Discovery Club Card?

Yes No

Q.9

Are you satisfied with the Discovery Club Card?

Yes No Not yet used

Q.10

What kind of offers do you like?

Discount on MRP. Free gifts Discovery club points

109

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

Poor

Average

Good

Very Good

Visual merchandising Newspaper ments Leaflets, catalogues Activities in the Store Word of Mouth (Announcement)

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

110

Excellent

111