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MBA Marketing SIP Report

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Marketing Activities & Customer Response for HyperCity, Pune.
To find out Customer Buying Behavior.
To find out Customer Satisfaction with HyperCity.
To find out product availability in store by customers response.
To find out shopping experience in store.

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MBA Marketing SIP Report

  1. 1. MIT SCHOOL OF MANAGEMENT Page | 1 A Summer Project Report On "Marketing Activities & Customer Response for Hypercity" At "Hypercity Retail India Ltd” Pune Swargate By "Dharmendra Kumar Yadav" MBA-II (Marketing) Batch -2015-17 Under the guidance of Prof. Dr. Nilesh Gokhale "Name of the faculty" Submitted to "Savitribai Phule Pune University" In partial fulfillment of the requirement for the award of Degree of Master in Business Administration (MBA) Submitted Through MAEER’S MIT School of Management,Kothrud Pune.
  2. 2. MIT SCHOOL OF MANAGEMENT Page | 2 Declaration Title of Project Report Marketing Activities & Customer Response for Hypercity I Declare a) That the work presented for assessment in this Summer Internship Report is my own. That it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledge. b) That the work confirms to the guideline for presentation and style set out in the relevant documentation. Date: 14th October 2016 Dharmendra Kumar Yadav Roll No - 15MMM034
  3. 3. MIT SCHOOL OF MANAGEMENT Page | 3 CERTIFICATE This is to certify that Mr. Dharmendra Kumar Yadav of MAEER’s MIT School of Management has successfully completed the project work titled Marketing Activities & Customer Response for Hypercity in partial fulfillment of requirement for the award of (MBA-MARKETING MANAGEMENT)prescribed by the Savitribai Phule Pune University from 19th May 2016 to 18th July 2016 This project is the record of authentic work carried out during the academic year 2016 - 2017 (Prof. Dr. Nilesh Gokhale) Prof.Dr. SayaleeGankar Internal Project Guide Director - MITSOM
  4. 4. MIT SCHOOL OF MANAGEMENT Page | 4 Acknowledgement It gives me immense pleasure to express my sincere gratitude to all the helping hands who have guided me in the completion of this project. It was a great learning experience for me to work on my project. As student of MIT School of Management; I, Dharmendra Kumar Yadav got an opportunity of doing work on project. I took up the project with strong determination and tried to put in the best of my efforts. The project done by me is about “Marketing Activities & Customer Responds for Hypercity” and this project could not have been completed without the help of my faculty guide Prof. Dr. Nilesh Gokhale and my industry guide Mr. Murlidharan Bijoy (Store Manager) & Mr. Ankush Patil (Executive Marketing Manager). Prof. Dr. Sayalee Gankar Dharmendra Kumar Yadav Director – MITSOM 15MMM034
  5. 5. MIT SCHOOL OF MANAGEMENT Page | 5 INDEX S. No Detailed Contents Page No 1 Executive Summary 8-9 2 Introduction 10-11 Objectives of project 10 Scope of project 11 3 Industry profile 12-13 Introduction 4 COMPANY PROFILE 14-18 Company history 14 Vision mission 15 Global presence 15-16 Other details 17-19 5 Services / Product profile 20-28 6 Literature review: 29-39 Background sources, internet references 7 Researchmethodology: 40-43 8 Data analysis and interpretation: 44-57 9 Observations /Findings 58-59 10 Suggestions/ Recommendations 60 11 Conclusions 61 APPENDIX i Bibliography NA ii Annexure - questionnaire NA
  6. 6. MIT SCHOOL OF MANAGEMENT Page | 6 LIST OF FIGURE S. NO. PARTICULAR PAGE NO. 1 location of Respondents 44 2 Age Group of Respondents 45 3 Frequency of visit to Hypercity 46 4 Mostly shop product at Hypercity 47 5 Reason of buying at Hypercity 48 6 Preference for shopping at other then at Hypercity 49 7 Satisfaction Level regarding billing speed at Hypercity 50 8 Staff Service avilability at Hypercity 51 9 your shopping experience in Hypercity 52 10 Brand and product avilability in Hypercity 53 11 Ambience & Atmosphere inside the Store 54 12 Discount and offers served in Hypercity 55 13 Location of Hypercity in your City 56 14 In offer days the shopping experience in the store 57
  7. 7. MIT SCHOOL OF MANAGEMENT Page | 7 LIST OF TABLE S. NO. PARTICULAR PAGE NO. 1 location of Respondents 44 2 Age Group of Respondents 45 3 Frequency of visit to Hypercity 46 4 Mostly shop product at Hypercity 47 5 Reason of buying at Hypercity 48 6 Preference for shopping at other then at Hypercity 49 7 Satisfaction Level regarding billing speed at Hypercity 50 8 Staff Service avilability at Hypercity 51 9 your shopping experience in Hypercity 52 10 Brand and product avilability in Hypercity 53 11 Ambience & Atmosphere inside the Store 54 12 Discount and offers served in Hypercity 55 13 Location of Hypercity in your City 56 14 In offer days the shopping experience in the store 57
  8. 8. MIT SCHOOL OF MANAGEMENT Page | 8 EXECUTIVE SUMMARY In a competitive marketplace where businesses complete for customers, customer satisfaction is been is seen as a key differentiator and increasingly has become a key element of business strategy. Customer satisfaction of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of Satisfaction can also vary depending on other factors the customer, such as other products against which the customer can compare the organization’s products. The enormous retail boom in Indian has given space to many companies who have mushroomed out to benefit from this retail boom, which is nothing but a structured format of the unorganized retail business which is being done in India from ages. Many stores have come up with exquisite interiors, state of the art infrastructure and the best possible products or services to the customer which has led to the growth of mall culture in India. The stores try and attract customers by providing them with such services and plethora of options in products and services in different categories so that they can retain customers for long and make them loyal towards their retail stores. Consumers can either be subjective or objective, testing the persuasiveness of brand names. Retail stores selling the products also play an important role in swaying the decisions of consumers. Consumer may choose particular products/brands not only because these products can be used to express consumers’ personality, social status or affiliation or to fulfill their internal psychological needs, such as the need for change or newness. Consumer behavior refers to the mental and emotional process and the observable behavior of consumers during searching, purchasing and post consumption of a product or service. Consumer behavior involves study of how people buy what they buy and why they buy. It blends the elements from psychology, sociology, and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general. HyperCity has brought about many changes in the buying habits of people. It has created formats. Which provide all items under one roof. HyperCity has maintained that uniqueness & has succeeded in attracting customers. Based on the topic objectives a questionnaire was designed and response is collected from the customers who are visiting the Store. For data collection convenient sampling method was adopted. For this project the area of research is HyperCity, Pune.
  9. 9. MIT SCHOOL OF MANAGEMENT Page | 9 Where HyperCity is not just another hypermarket; it caters to every need of your family. HyperCity scores over other stores is its value for money proposition for Indian customers. With the ever- increasing array of private labels; it has opened doors in the world of fashion and general merchandise, including home furnishing, utensils, crockery, cutlery, sports goods and much more at prices that will surprise customers.
  10. 10. MIT SCHOOL OF MANAGEMENT Page | 10 INTRODUCTION Background of the study HyperCity has brought about many changes in the buying habits of people. It has created formats, which provides all items under one roof. To attract more customers companies have to carry out the promotional activities in unique way. HyperCity has maintained that uniqueness & has succeeded in attracting customers. Need for the study India is having huge customer base having different choice and behavior. To satisfy their need is a different task. To achieve this Indian retail has change Kirana to retail outlets and has becoming the need in India. Different retail outlets are offering different scheme and promotional strategies. Thus a study is been conducted to know the effective marketing strategies needed to attract new as well as retaining the existing customers. OBJECTIVES OF THE STUDY 1) To find out customer buying behavior for HyperCity. 2) To find out customer satisfaction with HyperCity. 3) To find out Product availability in store by customer response. 4) To find out ‘Shopping Experience’ in store during offer days. 5) To check whether Discount and Offers affects the buying behavior of respondents. 6) To conduct at HyperCity Marketing Activities main objective is Sales Promotion, Building product awareness, creating interest in a product, providing product information.
  11. 11. MIT SCHOOL OF MANAGEMENT Page | 11 SCOPE OF THE STUDY  Scope of the study is HyperCity, Pune.  It aims at understanding the company’s establishment, organization structure, department, techniques, marketing strategies and the advantages it is having over the competitors. LIMITATION OF THE STUDY  Time limit is a major constraint.  As per the company rules certain information was not disclosed.
  12. 12. MIT SCHOOL OF MANAGEMENT Page | 12 INDUSTRY PROFILE (K RAHEJA GROUP) K Raheja Corp is a success story spanning six decades, and stands today as the most trusted destination developers of India. With business diversified across reality, hospitality, retail and retail development, the Company has pioneered the concept of self-contained residential township and commercial business districts in the country. Transforming spaces, this Corporate develops state-of-the-art structures that deliver on both innovation and functionality. From exquisite residences to adaptive workplace, skillfully created and convention centers to outstanding retail destinations, the Company has made a significant impact on the evolution of modern-day living. K Raheja Corp delivers aspirational spaces with distinct characteristics and attributes, making each of its offering inimitable. The Company has also been ahead of the curve in the green development sector. Pioneering the industries responsibility towards contributing to a green society, it signed a memorandum of understanding with the CII-green Building Council to construct green building, back in 2007. Agent from its eco-friendly constructions, K Raheja Corp is committed to developing large, green expanses across the country. With is building certified in the categories of Gold and Platinum, it has been recognized with awards across prestigious forums like the “Global CSR Excellence and Leadership Awards 2014” – “accounting for Climate Change” Outstanding contribution for green building Footprint in India – Green Co summit. Best environment excellence Global mind CSR Awards 2012 at Philippines, Africa Sustainability Awards Green Mind CSR Awards at Lebanon and The Ingersoll Rand International Energy Efficiency Leader Awards’. C.L. Raheja Chairman Ravi Raheja Group President Neel Raheja Group President
  13. 13. MIT SCHOOL OF MANAGEMENT Page | 13 Backed by the belief that ‘people are a company’s greatest asset and competitive advantage’, K Raheja Corp leads the way with exemplary HR policies, judiciously collated from the best across industries, to ensure employee engagement and fulfillment. The company has been recognized and awarded across credible industry forums like – ‘Dream Companies to work for Awards’, 23rd Global HR Congress’, Asian HR Leadership Awards, Best Employer Brand Awards, Worlds HRD Congress and Asia Pacific HRD Congress Awards, to name a few. With the upsurge in the Indian real estate sector, K Raheja Corp is one of the main proponents that will level the playing field for the India with other developed economics. Pioneers of Organized Retail K Raheja Corp brought the concept of organized retail to India with country’s first large scale, multi-brand lifestyle store – Shoppers Stop. This merely marked the birth of a gain in the magnanimous retailing arena. Expanding its retail chains across the Country, K Raheja Corp is the front runner and has set new benchmarking staying in tune with the culture, customs, traditions, and spending power of its customers. Crossword and HyperCity have been burgeoning innovation and novel techniques in retailing ever since their inception. With brands that have evolved with customer feedback and keen observance of people’s preference, K Raheja Corp is at the hub of the retail evolution. With the endeavour influence lifestyle, K Raheja Corp has also successfully ventured into retail development with Inorbit Malls. Pioneering the maal culture in India, the world class malls offer an amalgamation of fashion, lifestyle, food and entertainment, delivering to families an exceptional entertainment destination. 1.1.1 KEY GROUP COMPANIES: Retail:  HyperCity Retail Store India PVT. LTD.  Shopper Stops  Crossword  Inorbit mall
  14. 14. MIT SCHOOL OF MANAGEMENT Page | 14 HYPERCITY HyperCity is not just another hypermarket; it caters to every need of your family. Where HyperCity scores other stores is its value for money proposition for Indian customers. With the ever-increasing array of private labels, it has opened in the world of fashion and general merchandise, including home furnishing, utensils, crockery, cutlery, sports goods and much more at prices that will surprise customers. HISTORY OF HYPERCITY The first HyperCity store, with an area of about 1, 20,000 square feet, opened Malad, Mumbai in 2006. HyperCity (styled HyperCity) is a supermarket chain which currently operates 17 stores throughout India. Founded in 2006, HyperCity Retail (India) Ltd. Is part of the K. RahejaCrop.Group, a leader in the Indian retail sector? K. Raheja Corp helped create modern retailing in India with the Shopper’s Stop, Inorbit Mall and Crossword chain in addition to its sucesses in realty and hospitality HyperCity Retail (India) Ltd was incorporated in May 2004, as an associate Company of Shopper’s Stop which has a stake of 19% in HyperCity. It is operational in the format of hypermarket/supermarket in India. The Company offers a wide range of product segment like food, home ware, home entertainment, appliances, furniture, sports, toys, and fashion. The Company provides a wide array of exclusive brand across all segments like Freshbaskets, HyperCity, Waitrose in food & grocery; Ebano and Avorio in home, decor & furnishing; Vive, City Sense, City Style,City Life, River Inc. In fashion segment; Tecgnix in household appliances and Raliegh&Maxit in sports segment. It also has in-store restaurants named Desi cafe and Brio. HyperCity’s new format GourmetCITY is a food store having juice bar, salad counter, bakery, tea and coffee bars, handmade chocolates, freshly baked breads and many more. HyperCity has partnered with JHP of London for in-store design, JDA for technology infrastructure, johnsonDiversey for cleaning and hygiene products & services. HyperCity opened its first store in Malad, Mumbai. Today, HyperCity has opened a total of 17 stores since the Company’s founding and has established a presence in cities including Hydrabaad, Bangalore, Jaipur, Amritsar, Bhopal, Navi Mumbai, Ahmedabad, Vadodara and Pune, New Delhi.
  15. 15. MIT SCHOOL OF MANAGEMENT Page | 15 VISION- To be an integral part of customer lives, by offering them high quality shopping experience through great products at ever better prices. MISSION- To sustain profitable growth by encouraging customer to discover an authoritative assortment of quality products with exciting promotions in a globally competitive retail environment and create through our company values an environment where our employees grow within the business steadily. REWARDS & RECOGNITION HyperCity, Mumbai won The Award of Merit for large format speciality store at the United States International Design Award 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 award function for the institute of Store planner/VM+SD International Store Design, New York. HyperCity was voted as India’s top retail store by ‘Retail Week’, a leading U.K. magazine revered by retailer worldwide. It was voted as the 100 shop you must visit across the world and was featured amongst internationally renowned store such as Bloomingdales New York, selfridges U.K, Louis Vuitton Paris and carrefour shanghai. The special report carried weightage 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 businessman, analysis, retail consultants, editors and top shoppers around the globe. HyperCity 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. HyperCity Pune Store was awarded for the best Store design in the Hypermarket Category at the Visual Merchandising & Retail Design Awards 2012. Retail forum held on the 10th and 11th October 2012 HyperCity has been awarded the most admired Retailer in the Hypermarket Category.
  16. 16. MIT SCHOOL OF MANAGEMENT Page | 16 Coca Cola Golden Spoon Awards 2009 images award for excellence in food retailing awards Gourmetcity as “Most Admired Food Retailer of the Year” & “Innovative Retail Concept”. Star Retailer Awards awarded Gourmencity Debutant Retailer of the Year 2008. The Bold 100 – IDC India CIO magazine has recognized Shoppers stop and HyperCity as a recipient of 2008 CIO 100 Award. The annual award program recognizes those executives and organisations 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 in India Retail Forum, 2007. MANAGEMENT STYLE The organisation structure for HyperCity is flat in nature. For HyperCity, the division are apparel, non apparel and the new business division, which includes jewellery, footwear and the shop-in-shops, for Hyper saver, a separate team has been created which again works independently. About 1,000 people works for HyperCity directly, support and ancillary services comprise another 300 people. A new trainee is put through a basic three day training program before on the shop floor. Evaluation is done every six month. THE STRATEGY Saving is Key to the Indian middle class consumer. The store, which would be created, had to offer value to the consumer. Keeping this in mind, the concept of HyperCity was created. In India, when a customer needs something for the home, a typical thought is to seek it from the bazaar. A bazaar is a place where a complete range of products is always available to the consumer. This is true across India. As the store would offer a large mix of products at a discounted price, the name HyperCityfinalised. The idea was to re-create a complete bazaar, with a large product offering (at a time modified to suit local needs) and to offer a good depth and width in terms of range. The mind to market for the first store was just six month.Price was the basic value proposition at HyperCity. The HyperCity outlets sold a variety of products at prices, which were 5 to 60 percent lower than the market price. The line “Big store – Big saving” and “HyperCity – Hyper saver”emphasised this.
  17. 17. MIT SCHOOL OF MANAGEMENT Page | 17 Few Popular Private Label Brands: FASHION BRANDS FMCG BRANDS HOME & FURNITURE BRANDS
  18. 18. MIT SCHOOL OF MANAGEMENT Page | 18 SPORTS BRAND ELECTRONIC & APPLIANCES BRAND
  19. 19. MIT SCHOOL OF MANAGEMENT Page | 19 MARKETING MIX OF HYPERCITY A. Product With a better understanding behavior across various cultures and classes. HyperCity has put together a stunning range of over 150,000 SKUs. Private label of HyperCity are among the largest apparels and fashion brands in the country. These Reverinc – men’s casual wear range and City life – men’s formal wear range; joo jobs, such are exclusive garments designed for modern kids; iktara, a label of ethnic wear for women; Reverinc, fhaionable western wear for teenage girls; Ebano, a label that caters to an entire range of home linen, utensils and crockery. HyperCity has also tied up with a host of well-known brands which offer exclusive lines created especially for the store. These included Lee Cooper, Flying Machine, Proline, SDL, Puma, and Lotto. MARKETING MIX PRICE PLACE PROMOTION PRODUCT
  20. 20. MIT SCHOOL OF MANAGEMENT Page | 20 Products in Apparel Section: Men's Section Ladies Section Kids Section  Formal Shirt & Paints  Dress Materials 1) Infants  Casual Shirts & Paints  Jeans & Tops  Shirt & Paints  Party Wears  Night Wear  Frocks  Jeans & T-Shirts  Western Wear  Innerwear  Belts and Handkerchief  Lingerie  Bibs Fiddling  Other Accessories  Bed Items  Undergarments  Other Accessories 2) Boys Section  Jeans & T-Shirts  Shirts & Trousers  Undergarments 3) Girls Section  Cotton Frocks  Western wear Products in Toys & Stationary: Toys Section Stationary Section  Soft Toys  Drawing Books  Barbie Dolls  Office Stationary  Remote & Manual Cars  Diary Notebook, Copies  Outdoor & Indoor Games  File & Folders  Kids Cycle  Coin Box, Clip Boards etc.  Skating Board  Puzzle Game etc.
  21. 21. MIT SCHOOL OF MANAGEMENT Page | 21 Luggage & Furniture & Electronics Department: Luggage Section Furniture Section Electronic Section  Bags  Bed Room Accessories  Microwaves  Briefcase  Dining Table  Music Players & Speakers  Duffels  Sofa Sets  Printers  Laptop Bags  Table & Chairs  Fan  Office Bags  Wardrobe  Juicers, Mixers & Water Purifiers etc.  Pouches  Mattresses etc Plastics, Utensils & Crockery (PUC), Footwear & Home Fashion Section: Plastics, Utensils &Crockry Footwear Section Home Fashion Section  Plastics:  Men Formal, Sports Shoes  Bed Sheets, Pillows  Buckets, Mugs  Men's Sandals  Bed Spreads  Bowls, Jugs  Ladies Sandals, Sleepers  Towels, Curtains  Chairs etc  Men Casual Shoes  Carpets  Utensils:  Door Mats, Dusters  Plates, Bowls, Glasses  Apron Table Covers  Kitchen Tools  Cushion Covers  Tiffin Boxes  Crockery  Table Materials  Dinner Sets  Wine, Juice Glasses
  22. 22. MIT SCHOOL OF MANAGEMENT Page | 22 Food & Non Food Section: Food Section Non Food Section 1) Staples: 1) Home Care:  Dal, Rice, Atta, Rava Items  Phenyl, Detergents  Oil's, Masala Items  Dish Wash, Tissue Papers, Scratch  Dry Fruits  Fresh Wrap  Spicy Items 2) Personal Care:  Ready Meals  Soaps, Toothpaste, Shampoo  Breakfast Cereals  Deodorants, Body Spray 3) Processed Food:  Baby Food, talcum Powder  Health Drinks  Ready To eat  Corn Flakes, Chips  Instant Mixes  Soups, Bread items, Pickle 4) Beverages:  Soft Drinks  Mineral Water  Juices  Frozen items  Confectionaries B. PRICE: The Pricing objective at HyperCity is to get “Maximum market Share”. Pricing at HyperCity is based on the following techniques: 1. Psychological pricing:HyperCity offers financing at low interest rate. The concept of psychological pricing (Rs. 99, Rs. 199, etc.) is also used to attract customers. 2. Differentiated Pricing: Differentiated pricing i.e. different in rate based on peak and no- peak hours or days of shopping is also a pricing technique used E.g. Wednesday Bazaar.
  23. 23. MIT SCHOOL OF MANAGEMENT Page | 23 3. Bundling: It refers to selling combo-packs and offering discount to customers. The combo-packs add value to customer and lead to increased sales. HyperCity plays a lot of importance on bundling. E.g.  3 Good Day family packs at Rs 60 (Price of 1 pack = Rs 22)  3kg Oil + 5kg Rice + 3kg Sugar for Rs. 679.  Buy 2 get 1 free. 4. Special Event Pricing: Buy 2 Two Liter Cock at Rs. 75 (MRP of one Bottle is Rs. 65) offer valid for 2 days only. C. PLACE: The success of any retail store depends on three factors – Location, Location and Location. The HyperCity stores are operational across three formats – hypermarkets spread over 40,000-50,000 sq ft, the Express format over 15,000 – 20,000 sq ft and the Super centers set up over 1 lakh sq ft. Currently HyperCity operates in over 18 cities and across india with 18 stores. These store normally located in traffic areas. In Pune HyperCity is situated near societies so the people can easily access the stores through the best mode of public transport. In order to gain a competitive advantage HyperCity has launched a website www.HyperCityindia.com, which helps customers to orders products online which will be delivered to their doorstep. This helps in saving a lot of time of its customers. D. PROMOTION: a. Gift Vouchers of HyperCity: HyperCity offers Gift Vouchers to attract the new and retain its existing customers. These cards are offered to satisfy the different needs and to provide maximum benefit to its loyal customers.
  24. 24. MIT SCHOOL OF MANAGEMENT Page | 24 b. Discovery Club Card (DCC): This program enables customers to collect points on shopping bill amount and redeem this points on next shopping bill amounts. 1 points means 0.75ps Customers get 100 points means get 75 Rupees. c. Employee Discount Cards: All employees are given a Special Discount Card known as EDC. Through this card the employees can buy any product at a special discount of 5% to 20% on different product category over which there is no any promotional offer is running. There is a limit fixed over each EDC which varies over salary structure of employee, means higher the salary higher the discount limit and vice versa. The card is valid for one year or the discount limit of each card whichever is less. Other Promotional Activities: 1) Advertising: Before designing the advertising campaign for the HyperCity brand, the message that needs to deliver about the brand through advertisement needs to be designed. It would involve following three elements:  Style of the Message: Style of the message would be Value and Benefit Provider and attention seeker.  Tone of the message: The Tone of the message would be positive.  Message Text: “Big Store – Big Saving” – This single line statement would convey the modern retail format of the HyperCity. Advertising campaigns for HyperCity will take place in the form of followings: 2) Print Ads: This would take place in the form print advertisement in newspaper. The advertisement would initially aim at educating the consumer about HyperCity as a brand. An effective communication as has been of “Big Store – Big saving” and comparison of price of various consumer products at HyperCity vis-à-vis local market prices. HyperCity newspaper advertisements will be presented just before the launch of any new scheme
  25. 25. MIT SCHOOL OF MANAGEMENT Page | 25 .
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  27. 27. MIT SCHOOL OF MANAGEMENT Page | 27 3) Road side advertisements: Road side advertisement will take the form of road side billboards which would be displayed at prime locations in the cities conveying the central idea of HyperCity of low prices and quality products. The boll-boards will display the catch phrases about HyperCity aiming to attract the consumers. 4) Radio Ad: The objective of radio based advertising is to inform the customers at the new happening at HyperCity outlets while at the same time conveying the culture of HyperCity of offering the values deals for a broad range of products. 5) Sales Promotion: Sales promotion activities for HyperCity will take place through the following forms. 5.1 Coupons: In order to boost sales, various discounts coupons will be offered to buyers at HyperCity such as “buy 1- get 1 free”, discount coupons on bulk purchase. Such a step would help to increase sales per consumer of the HyperCity. At the same time, coupons can be printed in local newspaper ads that can be availed on these coupons with respect to sprcific purchase. This will help draw consumers to the store and initiate purchase. 5.2 Gift Vouchers: HyperCity offers gift vouchers of different denomination for Gifting their valuable customer or are available to be gift some dear one so that he/she can redeem it in his/her desired shopping product. 5.3 Contests: Contests will be hosted by HyperCity with some incentive which will help to generate awareness about HyperCity as a brand. The theme lines of the contest will help spread awareness about the various offering of HyperCity and best deals offered by HyperCity thereby boosting HyperCity brand. 5.4 Personal selling: Personal selling would aim at educating customer at the point of purchase and help them making a better purchase decision with respect to consumer products. This would help to build consumer satisfaction and give consumer a feeling of having made a right decision. There are following essecntial elements critical to personal selling in the context of HyperCity.  Well trained staff
  28. 28. MIT SCHOOL OF MANAGEMENT Page | 28  Motivation to employees to think out of the box and take innovative steps.training would be provided to the staff about the different products in the store and persuasive and communication skills in order to intract effectively with the buyers. Training would be provided to the sales person at the store evaluate buyers’ the buyers to purchase product, build conveniction about the brand and influence the buyer to purchase the brand. While doing this, a continuous effort would be made to educate the buyer of the core culture of HyperCity of value deals and provide efficient customer value to the consumers. 6.5 Public Relation and Publicity: The objective of Pubic Relation and Publicity as a marketing communication mix for HyperCity as a brand is to establish good-will in the minds of the consumers. The various Public Relation and Publicity campaigns which will be used to build HyperCity brand would be through the folowing:  Events  Sponsorships
  29. 29. MIT SCHOOL OF MANAGEMENT Page | 29 LITRETURE REVIEW Marketing for a Retail Business is an integral part of any retail organization. It is believed that customer doesn’t buy the product all the time; it is the marketers who create the demand for their product. Implementing marketing techniques can help retailer increase sales. Every business is a marketing business, as John jantsch, author of “Duct Tape Marketing”, says in his book. This is especially true for retail businesses. In a competitive business environment, starting a retail business is only half the job done. Retailers must constantly work toward getting customers to buy their products and convert potential customers into sales. Knowing and applying basic marketing techniques can boost the retail business and give it an edge over competition. Today businesses are employing various marketing and promotional strategies to retain their consumer base. With the concept of relationship marketing surfacing, the market is completely consumer oriented, and the sole aim of any business today is to serve and satisfy their customers in the best possible manner. The fact that consumer retention has gained precedence over acquisition, considering the cost involved, has made it even more important for businesses to satisfy the consumers and win their loyalty. With competition hotting up, Indian retail chains are beefing up their marketing activities to recharge their brands. Gibson Vedamani, Chief executive officer, Retailers Association of India, the Industry’s apex body says that “Since retail chains have attained a certain level of operation, the focus will shift to above-the-line (ATL) marketing. Each store will now want to communicate their brand differentiation to their consumers.” Julie-Ann Amos a freelance business writer says “If you are in the retail business then you need to wake up and think carefully about your current marketing strategy. If you don’t you could find yourself trailing behind the competition and losing business to other retailers.” Therefore for formulating the effective marketing strategy the marketer should keep in mind the following for the retail businesses: 1. Research and identify your target market. A retail business usually depends on a defined local area, so determining the location, market size and buying habits of your target
  30. 30. MIT SCHOOL OF MANAGEMENT Page | 30 market will help you identify your potential customers and how you can promote your retail business to them. 2. Develop a unique marketing message. Think of how your retail store or product helps solve a particular problem or satisfies a specific need of your target market and what makes your product better than competition. Ensure that this core marketing message is used across all channels for promoting your retail business. 3. Create a marketing kit. Print business cards and broachers that list your contact details and the products and prices you offer so that customers have quick access to the information they need and can follow up with you letter. As part of your marketing kit, create a periodic e-newsletter with information about special sales, tips on using your products and new products you are offering. 4. Developed a website. The website should provide all relevant information about your business and products. Set up an online store to allow customers to purchase your products directly from the website. This will boost your sales and help you attract customers beyond your local market. 5. Advertise in local publications or on online sites that are relevant to your product or market. Though advertising can be expensive, it can help directly promote and educate potential customer about your product and its benefits. Include a call to action in the advertisement by offering readers a discount coupon. 6. Engage and build relationship with customers online. Using low cost social media tools such as a blog, Facebook page connect and start a conversation with prospects and existing customers and keep them informed of latest products, events or sales. To drive foot traffic to the retail store, one needs to employ retail marketing activities. Retaining customers is done with good service, product selection and competitive pricing, getting customers through the door for the first time, or bringing back old customers, is achieved by using effective marketing promotions.
  31. 31. MIT SCHOOL OF MANAGEMENT Page | 31 Retailing Industry in India India rises to 15th behind solid growth in retail sales and strong prospects for future GDP growth. India's retail market is expected to grow to $1.3 trillion by 2020, and GDP is expected to grow at 8 percent over the next three years, making India the world's fastest- growing major developing market. Consumer and investor sentiment have seen an uptick, as the pro-reform government under NarendraModi sets out on an ambitious goal of improving its Ease of Doing Business ranking from 142nd to 50th in the next two years. India represents a good opportunity for international retailers in single-brand retail, cash-and- carry, and e-commerce, as the country appears to be on the cusp of a strong growth phase over the next five years. The tipping point for brick-and-mortar retail continues to be the opening up of FDI norms in multi-brand retail, a move that is not expected in the near-term. For now, international retailers continue to focus on the cash-and-carry and single-brand formats, where 100 percent FDI is allowed. After two years of dormancy, Walmart will open a new outlet in Agra in 2015 and plans to add 50 wholesale stores to its existing 20 in the next five years. Germany's Metro will triple the number of wholesale stores to 50 by 2020. Many single-brand retailers such as Japan-based Asics, Danish retailer Bestseller, and French fashion brand Sisley are breaking away from franchisee tie-ups with Indian partners to go solo. Nike, which has about 400 franchise locations in India, filed an application in September to open company-owned stores. Meanwhile many new entrants remain undecided between partnerships with local companies versus company-owned stores. IKEA, which also sources locally, plans to open its first solo store in Hyderabad. H&M will also enter India alone with plans to open an initial 50 shops. In contrast, Gap and The Children's Place have chosen to partner with Arvind Lifestyle Brands. As retailers continue to expand, real estate availability could be the biggest barrier. India has four times the population of the United States but just one-tenth of the mall space. Many malls are also of poor design and lag behind global standards. The dearth of quality space in core areas is prompting some retailers to look online instead. E-commerce recorded impressive 27 percent growth in 2014 to reach $3.8 billion, led by online retailers such as Amazon, Flipkart, and Snapdeal. However, this market still has a long way to go as online remains just 0.5 percent of the total retail market, Internet penetration is just 20 percent of the population, and infrastructure needs to improve significantly. Indeed,
  32. 32. MIT SCHOOL OF MANAGEMENT Page | 32 the Associated Chambers of Commerce and Industry of India estimates that companies will spend between $1 billion and $2 billion on e-commerce-related infrastructure over the next five years. The Indian retail Industry is the fifth largest in the world. Comparing of Organized and unorganized sector. Indian retail industry is one of the fastest growing industries in India, especially over last few years. Though initially, the retail industry in India was mostly unorganized, however with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. The US-based global management consulting firm, A T Kearney, in its Global Retail Development Index (GRDI) 2012, has ranked India as the Fifth most attractive nation for retail investment, among 30 emerging markets. Indian retail industry is second largest employer after agriculture, employing more than 35 million people with wholesale trade generating additional 5.5 million employments, accounting for over 10 percent of the country’s GDP and around 8 percent of the employment, as per the National Sample Survey (NSS) 2009-10. India’s retail sector is estimated to touch US$833 billion by 2013 and US$ 1.3 trillion by 2018, with a compound annual growth rate (CAGR) of 10%, which is quite lucrative. Retail Industry in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. But because of the heavy initial investment required, break even is difficult to achieve and many of these players have not tasted success so far. However the future is promising; the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations. Unorganized Retailing (85%) Organized Retailing (15%) Retail Industry
  33. 33. MIT SCHOOL OF MANAGEMENT Page | 33 Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revaluation in shopping in India. Modern retail has entered India as seen in sprawling shopping centers, multi-storied malls and huge complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organized retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The Indian population is witnessing a significant change in its demographics. A large young working population with average age of 24 years, nuclear families in urban areas, along with increasing working-women population and emerging opportunities in the services sector are going to be the key growth drivers of the organized retail sector in India. Opportunities for the Organized Retail Sector in India http://business.mapsofindia.com/india-retail-industry/opportunities-in-india-organized-retail- sector.html The opportunities in Indian organized retail sector are many for this sector is witnessing a boom. The Retail industry in India amounted to US$ 200 billion in 2006, and out of this amount the Indian organized retail sector amounted to US$ 6.4 billion. The opportunities in India organized retail sector can be judged from the fact that by 2010 it is expected to rise to US$ 23 billion. Many Indian companies seeing the various opportunities in organized retail sector in India have entered it. Pantaloons have decided to increase its retail space to 30 million square feet with an investment of US$ 1 billion. Reliance industries limited is targeting for annual sales of US$ 25 billion by 2011. It is planning to invest US$ 6 billion in order to open 1,500 supermarkets and 1000 hypermarkets. Bharati telecom is planning a joint venture with Telco a global retail giant worth £ 750 million. 1. India’s booming economy is a major source of opportunity. It is the third largest in the world in terms of purchasing power. India is the second fastest growing major economy in the world. 2. India’s huge population has per capita income of Rs 53,331 PA in 2010-11. 3. The proportionate increase in spending with earning is another source of opportunity.
  34. 34. MIT SCHOOL OF MANAGEMENT Page | 34 4. With the Indian economy now expected to grow at over 8% and with average salary hikes of about 15%, manufactures and retailers of consumer’s goods and services can expected a major boost in consumption. 5. The Demography dynamics are also favorable as approximately 60 percent of Indian population is below the age of 30. 6. Increasing instances of double incomes in most families coupled with the rise in spending power. 7. Increasing use of plastics money for categories retailing to Apparel, consumer Durable Goods, Food and Grocery etc. 8. Increased automobile penetration and an overall improvement in the transportation infrastructure, covering distance has become easier than before. Now a customer can travel miles to reach a particular shop, if he or she sees value in shopping from a particular location.
  35. 35. MIT SCHOOL OF MANAGEMENT Page | 35 Retailing formats in India 1. Malls 2. Specialty store 3. Discount store 4. Department stores 5. Hyper market / Supermarket 6. Convenience store 7. MBO’s 8. E- trailer a) Malls: Malls are largest form of organized retailing today. Located mainly in metro cities, in proximately to urban outskirts they range from 60,000 sq.ft. to 7,00,000sq.ft. and above. They lend an ideal shopping experience of product, services and entertainment, all under a common roof. E.g. Inorbit Mall, kumar Pacific Mall. b) Specialty Stores: Focusing on specific market segments and have established themselves strongly in their sectors. 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 is a couple of example. c) Discount Stores: As the name suggests, discount stores or factory outlets, offer discount on the MRP through selling in bulk reaching economics of scale or excess stock left over at the season. The product category can range from a variety of perishable/ no perishable goods. E.g. Levi’s Factory outlet, Adidas Factory outlet etc. d) Department stores: Large stores ranging from 20000-50000 sq ft, catering to a variety of consumer needs. Further they are classified into localized department such as clothing, toys, home, furniture, groceries, etc. E.g. Shoppers Stop, Lifestyle, etc.
  36. 36. MIT SCHOOL OF MANAGEMENT Page | 36 e) Hyper marts/ supermarkets: Large self service outlets, catering to varied shopper needs termed as Hypermarket/Supermarkets. These are located in or near residential high streets. These stores today contributes to 30% of all food & grocery organized retail sales. Normally Hypermarkets are ranging from 30,000 sq ft and more. Super markets can further the classified into mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft having a strong focus on food & grocery and personal sales. E.g. HyperCity, Big Bazaar, More Hyper, Spencer etc for Hypermarket and Food Bazaar, Reliance Fresh are called as Supermarket. f) Convenience Stores: These are relatively small stores 400-2,000 sq feet located near residential areas. They stock a limited range of high turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to the convenience premium. E.g. In & Out etc. g) MBO’s: Multi Brand outlets, also known as Category Killers, offer several brands across a single product category. These usually do well in busy market places and Metros. E.g. Brand Factory, Planet Sports etc. h) E-trailers: Retailers providing online buying and selling of products and services. 1.2 MAJOR RETAILERS IN INDIA The major retailer’s occupied in the organized retail sector in India are: 1. K Raheja Group 2. Future Group 3. Aditya Birla Group 4. Reliance Group 5. Bharti Group 6. Tata group 7. RPG Group
  37. 37. MIT SCHOOL OF MANAGEMENT Page | 37 BTL ACTIVITY BTL Marketing Definition: ‘BTL Marketing’ stands for ‘Below The Line Marketing’ that targets specific groups of people with focus. For example, a leaflet drop in a specific area, a Google Ad words campaign targeting a certain group or a direct telemarketing campaign targeting specific businesses. The kind of Marketing is best for conversions and direct response. Types of BTL Activities: 13 Below The Line (BTL) Promotional Techniques Following are the different types of BTL tools being used for consumer promotions: 1) DDS (Door to Door Selling) 2) Coupons 3) Rebates 4) Promotional Pricing 5) Trade-In 6) Loyalty Programs 7) Trial Generation and free Sampling 8) Free/Extra Product 9) Premiums 10) Contests and Sweepstakes 11) Demonstrations 12) Personal Appearances 13) Sponsorship Door to Door Selling: Door-to-door is a sales technique in which a salesman walks from one door to another trying to sell a product or service to the general public. A variant of this involves cold calling first, when another sales representative attempts to gain agreement that a salesperson should visit. Door-to-door selling is usually conducted in the afternoon hours, when the majority of people are at home.
  38. 38. MIT SCHOOL OF MANAGEMENT Page | 38 DDS Products Typically, products sold door to door will be of the same variety that can be purchased at large discount stores. The products accounting for the largest share of direct-sales revenue includes cleaning supplies, cleaning equipment, magazines, and home improvement products. The largest of these would be the home improvement products where item could be new or repaired roofs, siding, new replacement windows, and decorative stone. In Pakistan the first DDS was launched by Wheel Washing Powder back in 1995 with a notable success. Its competitor Aerial Surf was the immediate follower. Since then a lot brands have adopted this tool which include: Lifebuoy Blue Band Energile Lux Macleans Head & Shoulders Interestingly, in many countries, encyclopedias, including the Encyclopedia Britannica, were frequently sold by door-to-door salesmen, although the practice is now less common. Coupons: Most consumers are quite familiar with this form of sales promotion, which offers purchasers price savings or other incentives when the coupon is redeemed at the time of purchase. Coupons are short-term in nature since most (but not all) carry an expiration date after which the value may not be received. Also, coupons require consumer involvement in order for value to be realized. In most cases involvement consists of the consumer making an effort to obtain the coupon (e.g., clip from newspaper) and then presenting it at the time of purchase. Coupons are used widely by marketers across many retail industries and reach consumers in a number of different delivery formats including: Free-Standing Inserts (FSI) – Here coupon placement occurs loosely (i.e., inserted) within media, such as newspapers and direct mail, and may or may not require the customer to cut away from other material in order to use.
  39. 39. MIT SCHOOL OF MANAGEMENT Page | 39 Cross-Product – These consist of coupons placed within or on other products. Often a marketer will use this method to promote one product by placing the coupon inside another major selling product. For example, a pharmaceutical company may imprint a coupon for a cough remedy on the box of a pain medication. Also, this delivery approach is used when two marketers have struck a cross promotion arrangement where each agrees to undertake certain marketing activity for the other. Printout – A delivery method that is common in many food stores is to present coupons to a customer at the conclusion of the purchasing process. These coupons, which are often printed on the spot, are intended to be used for a future purchase and not for the current purchase which triggered the printing. Product Display – Some coupons are nearly impossible for customers to miss as they are located in close proximity to the product. In some instances coupons may be contained within a coupon dispenser fastened to the shelf holding the product while in other cases coupons may be attached to a special display (see POP display below) where customers can remove them (e.g., tear off). Internet – Several specialized websites, such as HotCoupons.com, and even some manufacturer’s sites, allow customers to print out coupons. These coupons are often the same ones appearing in other media, such as newspapers or direct mail. Customer Satisfaction: Definition “Consumer Satisfaction is the provision of goods or services, which fulfils the customer’s expectations in terms of quality and services, in relation to the price paid”. -The Glossary of Marketing Communication Terminology Business must focus on Customer satisfaction. They must monitor customer satisfaction, as this will lead them to increase their customer base, customer loyalty, revenue, profits market share and survival. Although greater profit is the primary driver, exemplary businesses focus on the customer and his/her experience with the organization. Businesses today work to make their customers happy and see customer satisfaction as the key to survival and profit.
  40. 40. MIT SCHOOL OF MANAGEMENT Page | 40 RESEARCH METHODOLOGY Since the study is on retail sector first the detail observation of the store is been conducted about its Management team, its structure, the number of departments, which all brands the store has, who are its suppliers, about its warehouses etc. Based on the topic objectives a questionnaire was designed which consist of 15 questions and response is collected from the customers who are visiting the store. For data collection convenient sampling method was adopted. For this project the area of research is HyperCity, Swargate (Pune). Objective of the study: 1) To find out customer buying behavior for HyperCity. 2) To find out customer satisfaction on HyperCity. 3) To find out Product availability in store by customer response. 4) To find out ‘Shopping Experience’ in store during offer days. 5) To check whether Discount and Offers affects the buying behavior of respondents. 6) To conduct at HyperCity Marketing Activities main objective is Sales Promotion, Building product awareness, creating interest in a product, providing product information.
  41. 41. MIT SCHOOL OF MANAGEMENT Page | 41 A research Methodology is a way to systematically solve the research problem. In research Methodology we study the various steps that are generally adopted by researcher in studying his research problem along with the logic behind them. Research in common parlance refers to a search for knowledge. Information is the lifeblood of managerial decision making. The purpose of methodology section is to describe the research procedure by which the relevant information is gathered. This section comprises the research design, the data collection method, the sampling procedures and analysis procedures. Research Methodology includes:  Research Design  Sample Design  Data Collection  Data Analysis Research Design: A Research design is the overall plan or program of research. It is the general blueprint for the collection, measurement and analysis of data. It includes an outline of what the investigator will do form writing the hypothesis and their operational implications to be final analysis data. It is the overall operational pattern or framework of the project that stipulates what information is to be collected, from which sources and by which procedures. Depending upon the objective of the study there are four research design available:  Exploratory research  Descriptive Research  Diagnostic Research  Experimental Research Exploratory Research: It means to gain the familiarity with a phenomenon or to achieve new insight into it. Studies with this object in view are termed as exploratory or formularize research studies.
  42. 42. MIT SCHOOL OF MANAGEMENT Page | 42 Descriptive Research: In this type of research researcher has to portray accurately the characteristics of particular individual, group or situation. Diagnostic Research: It deals with determining the frequency with which something occurs or with which something associated with something else. Experimental Research: It is used to test a hypothesis for casual relationship that is cause & effect relationship. Data Collection Method: Market Research requires two types of data i.e. Secondary data and Primary data. Primary data has been used abundantly for the study. Questionnaire is prepared & the survey was undertaken. Feedback and suggestion for the store has been taken by asking questions and observation has also done to gather primary information. There is also a use of secondary data, collected the books, websites & from store employees and management.  Primary Data: In store customer survey through Questionnaire.  Secondary Data: Annual Reports, Company Manual & websites.  Location of Research: HyperCity, Shankar Seth Road Swargate (Pune)  Research Approach: Survey Method  Research Design: Exploratory Research
  43. 43. MIT SCHOOL OF MANAGEMENT Page | 43 Sampling Method: Since the study is restricted to Retail Sector, all the functional department of HyperCity and the respondents are found at the store only so according to the convenience they are being picked so sampling method used in the study is Convenient Sampling.  Sampling Size: 500 Respondents  Sampling Method: Convenience Sampling  Sample Unit: Customers of HyperCity  Research Tool: Questionnaire
  44. 44. MIT SCHOOL OF MANAGEMENT Page | 44 DATA ANALYSIS AND INTERPRETATION Table No. 1 LOCATION OF RESPONDENTS NO OF RESPONDENTS % OF RESPONDENTS NIBM 19 4% PUNE SATARA ROAD 150 30% WANAWARIE 24 5% SALISBURY PARK 86 17% KONDHAWA 25 5% MARKET YARD 65 13% CAMP 43 9% OTHERS 88 18% Under this data collection pune is taken into consideration as the store is situated in this location. In my customer visit analysis over 500 visitors I got to know that most of the customers come from Pune Satara Road & Salisbury park area followed by Market Yard and followed by camp and Wanwarie area. Along with these there are so many people who came from other of Pune area. INTERPRETATION: As right now there is no such hyper market like HyperCity is situated near by these location, therefore HyperCity is getting the advantage of attracting these customers. Further people resident of these location also have good spending capacity therefore they like to shop in these store formats. 4% 30% 5% 17%5% 13% 9% 18% LOCATION OF RESPONDENTS NIBM PUNE SATARA ROAD WANAWARIE SALISBURY PARK KONDHAWA MARKET YARD CAMP OTHERS
  45. 45. MIT SCHOOL OF MANAGEMENT Page | 45 Table No. 2 AGE GROUP NO OF RESPONDENTS % OF RESPONDENTS 16-20 41 8% 21-25 130 26% 26-35 184 37% 36-50 122 24% 51-60 15 3% 61-80 8 2% From the above table it is clear that most of the people in this research belong to age group of 26 to 35 followed by 21 to 25 then 36 to 50. As per my research an average customer’s age is in between 21 to 50 who visit the store the most. This research includes the customers of age as low as 15 year old. INTERPRETATION: The reason is being people of this age group have more purchasing power, self dependency as well as having purchasing decision ability. 8% 26% 37% 24% 3% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 16-20 21-25 26-35 36-50 51-60 61-80 AGE GROUP OF RESPONDENTS AGE GROUP OF RESPONDENTS
  46. 46. MIT SCHOOL OF MANAGEMENT Page | 46 Table No. 3 FREQUENCY OF VISIT NO OF RESPONDENTS % OF RESPONDENTS WEDNESDAY 107 21% WEELKEND 185 37% ONCE A WEEK 83 17% TWICE A WEEK 52 10% FORTNIGHT 29 6% ONCE A MONTH 20 4% FIRST TIME 24 5% From the above table it is very clear that most of the respondents visit the store on Weekends followed by Wednesday and so on. This question was multiple choice questions because it’s not like customers prefer to shop on weekend don’t come on weekdays and all. Therefore the result here we saw is most preferred visit of customers. There are lots of respondent who answer this question as First time. INTERPRETATION: The reason of being shopping at weekend is that most of the people enjoy holiday on these days. The reason of shopping at Wednesday is that it is the “BachatBudhwar” in HyperCity where special offers are given to customers only at the day. 0% 10% 20% 30% 40% WEDNESDAY WEELKEND ONCE A WEEK TWICE A WEEK FORTNIGHT ONCE A MONTH FIRST TIME 21% 37% 17% 10% 6% 4% 5% FREQUENCY OF VISIT TO HYPERCITY FREQUENCY OF VISIT TO HYPERCITY
  47. 47. MIT SCHOOL OF MANAGEMENT Page | 47 Table No. 4 MOSTLY SHOPED PRODUCTS NO OF RESPONDENTS % OF RESPONDENTS FOOD/ GROCERY 190 38% FASHION 142 28% HOME UTENSILS 115 23% ELECTRONICS 26 5% FURNITURE 8 2% OTHERS 19 4% In this analysis it is very clear that most of the respondents visit the store to buy Food/Grocery Items they followed by Fashion followed by Home Utensils & Plastics items. Electronics & Furniture are the least bought in HyperCity. INTERPRETATION: This is because Food / Grocery & Fashion are the most consumable products in general where as other product are shopped occasionally. 38% 28% 23% 5% 2% 4% FOOD/ GROCERY FASHION HOME UTENSILS ELECTRONICS FURNITURE OTHERS MOSTLY SHOPED PRODUCTS AT HYPERCITY MOSTLY SHOP PRODUCT
  48. 48. MIT SCHOOL OF MANAGEMENT Page | 48 Table No. 5 REASON FOR BUYING AT HYPERCITY NO OF RESPONDENTS % OF RESPONDENTS QUALITY 84 17% LOW PRICE 244 48% CONVENIENCE 144 29% OTHERS 28 6% In this analysis it is clear that respondents prefer to buy at HyperCity because of low price of products followed by convenience to the store. INTERPRETATION: This is because HyperCity is a store which satisfies almost all the requirements of households. People just have to visit store and buy pin to plane. Other important factor is time constraint. Now a day’s people are ready to spent more to save their time. 17% 48% 29% 6% REASON FOR BUYING AT HYPERCITY QUALITY LOW PRICE CONVENIENCE OTHERS
  49. 49. MIT SCHOOL OF MANAGEMENT Page | 49 Table No. 6 STORE NAME NO OF RESPONDENTS % OF RESPONDENTS RELIANCE MART 127 25% D-MART 164 33% BIG BAZAAR 127 25% LOCAL KIRANA STORE 56 11% OTHERS 26 5% In this analysis it is clear other than HyperCity, respondents prefer to shop at D-mart followed by Big Bazaar & Reliance Mart and all. it was the multiple choice question where respondents can prefer more than one option for the store. INTERPRETATION: The reason to prefer shopping at D-mart store is that it isn’t possible for all to visit HyperCity to satisfy their urgent needs. The other reason may be that these offer home delivery also to maintain relationship with their customer. 25% 33% 25% 11% 5% 0% 5% 10% 15% 20% 25% 30% 35% RELIANCE MART D-MART BIG BAZAAR LOCAL KIRANA STORE OTHERS PREFERENCE FOR SHOPPING AT OTHER THAN AT HYPERCITY PREFERENCE FOR SHOPPING AT OTHER THEN AT HYPERCITY
  50. 50. MIT SCHOOL OF MANAGEMENT Page | 50 Table No. 7 SATISFACTION LEVEL REGARDING BILLING SPEED AT HYPERCITY NO OF RESPONDENTS % OF RESPONDENTS GOOD 105 21% AVERAGE 200 40% BAD 88 18% POOR 107 21% INTERPRETATION: In this analysis it is very clear that most of the average respondents satisfy regarding billing speed, at average respondents followed by good & poor. Some customers are not satisfied by billing facility (especially in offer day and rush hours). 21% 40% 18% 21% SATISFACTION LEVEL REGARDING BILLING SPEED AT HYPERCITY GOOD AVERAGE BAD POOR
  51. 51. MIT SCHOOL OF MANAGEMENT Page | 51 Table No. 8 STAFF SERVICE AVAILABILITY AT HYPERCITY NO OF RESPONDENTS % OF RESPONDENTS EXCELLENT 148 30% GOOD 186 37% AVERAGE 63 13% BAD 103 21% INTERPRETATION: In this analysis it is clear that respondents staff service availability at the store Good, followed by Excellent, followed by bad and few respondents are not satisfy for average staff service availability at the store. 30% 37% 13% 21% STAFF SERVICE AVAILABILITY AT HYPERCITY EXCELLENT GOOD AVERAGE BAD
  52. 52. MIT SCHOOL OF MANAGEMENT Page | 52 Table No. 9 YOUR SHOPPING EXPERIENCE IN HYPERCITY IS ALWAYS NO OF RESPONDENTS % OF RESPONDENTS Excellent 110 22% Good 215 43% Average 160 32% Bad 15 3% INTERPRETATION: Out of 500 respondents, 43% people have good shopping experience in HyperCity. 32% has average and 22% people have excellent and 3% has had shopping experience. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Excellent Good Average Bad YOUR SHOPPING EXPERIENCEIN HYPERCITY IS ALWAYS YOUR SHOPPING EXPERIENCE IN HYPERCITY IS ALWAYS
  53. 53. MIT SCHOOL OF MANAGEMENT Page | 53 Table No. 10 PRODUCT AVAILABILITY IN HYPERCITY NO OF RESPONDENTS % OF RESPONDENTS Excellent 155 31% Good 220 44% Average 110 22% Bad 15 3% INTERPRETATION: Out of 500 respondents, over all 31% customer are satisfied by the availability of products in HyperCity, 66% customer product availability is average rest said it is bad. Some people think there is no good brands and products availability in HyperCity. Especially in apparels. 31% 44% 22% 3% PRODUCT AVAILABILITY IN HYPERCITY Excellent Good Average Bad
  54. 54. MIT SCHOOL OF MANAGEMENT Page | 54 Table No. 11 AMBIENCE & ATMOSPHERE INSIDE THE STORE NO OF RESPONDENTS % OF RESPONDENTS Excellent 150 32% Good 205 41% Average 105 21% Bad 30 6% INTERPRETATION: Out of 500 respondents, Ambience & atmosphere inside store is good feel by 41% customers. 27% feel it is excellent and only 3% feel outstanding. But 27% customers are not satisfied by the ambience & atmosphere inside the store of HyperCity. 32% 41% 21% 6% EX C EL LENT G O O D AV ER AG E B AD AMBIENCE & ATMOSPHERE INSIDE THE STORE AMBIENCE & ATMOSPHERE INSIDE THE STORE
  55. 55. MIT SCHOOL OF MANAGEMENT Page | 55 Table No. 12 DISCOUNT AND OFFERS SERVED IN HYPERCITY NO OF RESPONDENTS % OF RESPONDENTS Excellent 195 39% Good 180 36% Average 115 23% Bad 10 2% INTERPRETATION: Out of 500 respondents, Discounts and offers served in HyperCityis good said by 36% customer, 39% feel it is excellent. But 25% customers are not satisfied by Discount and offers served in the HyperCity.  Maximum customers are satisfied by Discount and offers served in the HyperCity.  Discounts and offers served in the HyperCity are excellent. (especially in Big day) 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Excellent Good Average Bad DISCOUNT AND OFFERS SERVED IN HYPERCITY DISCOUNT AND OFFERS SERVED IN HYPERCITY
  56. 56. MIT SCHOOL OF MANAGEMENT Page | 56 Table No. 13 INTERPRETATION: Out of 500 respondents, 61% is highly satisfied with location of HyperCity in city. 22% is satisfied and only 17% is not satisfied. Location of HyperCity is outstanding. 0% 10% 20% 30% 40% 50% 60% 70% Excellent Good Average Bad 61% 22% 13% 4% LOCATIONAL CONVENIENCE LOCATIONAL CONVENIENCE LOCATIONAL CONVENIENCE NO OF RESPONDENTS % OF RESPONDENTS Excellent 305 61% Good 110 22% Average 65 13% Bad 20 4%
  57. 57. MIT SCHOOL OF MANAGEMENT Page | 57 Table No. 14 IN OFFERS DAYS THE SHOPPING EXPERIENCE IN THE STORE % OF RESPONDENTS NO OF RESPONDENTS Excellent 32% 160 Good 39% 195 Average 25% 125 Bad 4% 20 INTERPRETATION: Out of 500 respondents, 39% people have good shopping experience in HyperCity. 25% has average and a 32% person has excellent and 4% has bad shopping experience. 32% 39% 25% 4%0 In offer days the shopping experience in the store is! Excellent Good Average Bad
  58. 58. MIT SCHOOL OF MANAGEMENT Page | 58 FINDINGS Based on Survey Research: 1. As right now there is no such hyper market like HyperCity situated near by top, therefore HyperCity is getting the advantage of attracting these customers. Further local residents of this location also have good spending capacity therefore they don’t hesitate to shop in malls catchment customers. 2. It is very clear that most of the respondents visit the store on weekends. 3. Most of the respondents visit the store to buy Food/Groceries Items the followed by Fashion. 4. People prefer to shop at HyperCity primarily because of convenience where they can satisfy all their requirements. Other important factor is time constraint. Now a day’s people are ready to spend more to save their time. 5. Apart from HyperCity, people prefer to shop at local stores. The reason may be that it isn’t possible for all to visit HyperCity stores offers home delivery also to maintain relationship with their customers. 6. Quality, convenience plays the important role in customers purchase. 7. Store is performing well in attracting the customers. 8. HyperCity provides better shopping experience. 9. Products availability in HyperCity is not up to the mark. Especially in apparels. 10. Noisy and unpleasant environment irritates customer. Air conditioning is really good. 11. Discounts and offers doing well in the store. 12. In offer days the store management is good. 13. Cleanliness and hygiene maintained in the store is up to the mark.
  59. 59. MIT SCHOOL OF MANAGEMENT Page | 59 Based on Personal Observation & Customer Talk: 1. During weekdays most of the customers coming in are from neighboring areas. 2. Since Customers find some products missing in the store, they complain that they have to waste their time in going to other stores to buy the products which they could not find in “HyperCity”. 3. BachatBudhawar at HyperCity doesn’t attract the customers as it should. 4. Like any Mall, HyperCity also tries to provide comfort and make the shopping entertaining for their customers. One can see that people sometimes spent even more than one hour in HyperCity for their shopping needs. My Learning while working in the store: 1. HyperCity organizes celebration activities on special day like 10th Anniversary celebration magic show for kids and Cake cutting. Which may not directly affect the sales of store but it helps them in building HyperCity as a Brand. This would result in better ‘Customer Engagement’. 2. The special Events are normally set by their Zonal Office, which is situated in Shankar Seth Road Swargate (Pune) where as other small activities like Drawing Competitions, Treasure Hunts and Meet & Greet Event for Top DCC Members are organizes by the store according to their convenience. 3. HyperCity offers best prices on fruits every Friday, Saturday & Sunday. They also do fruits sampling so that customers can taste the fruits before they buy. 4. The stores run its operation in 2 shifts for which timings are 8.00 AM for First Shift & 12.30 PM for Second Shift. For both the shift mangers conduct briefing where they tells the Team leaders & Members about their targets and achievements.
  60. 60. MIT SCHOOL OF MANAGEMENT Page | 60 RECOMMANDATION 1. Training must be provided to the sales personnel not only of their counters but for other functions also. Job rotation and training will enhance their knowledge, job profile and boost the morale of employees to effectively perform their duties and the responsibilities. 2. Stress buster exercises must be organized during evenings in sessions as employees have to stand all throughout the day. 3. Increase number of billing counter in store, because there are customers not satisfied by billing facility especially in offer days and rush hours. 4. Care to be taken to maintain proper inventory levels and the varieties and offer the customer what is needed rather than offering what is available. 5. The store personnel should be more friendly and easy approachable. 6. Effective after sales service should be concentrate on identifying new services that are important to your customers. 7. Product Uniqueness – offer merchandise of highest quality. 8. HyperCity should include more of branded products in its product category so as to attract the brand choosy people to come in to HyperCity. 9. Store must have to do something towards shrinkage prevention.
  61. 61. MIT SCHOOL OF MANAGEMENT Page | 61 CONCLUSION Indian retail sector is witnessing one of the most hectic Marketing Activities of all times. The companies are fighting to win the hearts of customer. There is always a ‘first mover advantage’ in an upcoming sector. In India, that advantage goes to “HyperCity”. It has brought about many changes in the buying habits of people. It has created formats, which provide all items under one roof. The consumer’s preferences are changing & they are moving from Traditional Kirana stores to Modern Retail outlets. It’s the main challenges to the Modern Retail outlets to attract the customers towards them from that of competitors. To attract more customers companies have to carry out the promotional activities in unique way. HyperCity has maintained that uniqueness & has succeeded in attracting customers. As the competition is becoming stiff in the market conducted by the company are unique, that have brought fruitful result to the company.
  62. 62. MIT SCHOOL OF MANAGEMENT Page | 62 APPENDIX - 1 BIBLIOGRAPHY Books  Marketing Management (Philip Kotler)  Research Methodology (C.K. Kothari) Manual  HyperCity information manual (website)  http://HyperCityindia.com  http://www.ducttapemarketing.com/marketing  http://business.mapsofindia.com/india-retail-industry/opportunities-in-india-organized- retail-sector.html  http://btl-promotion.blogspot.in  http://www.iseindia.com/researchpdf/retail_update1.pdf  https://www.atkearney.com/consumer-products-retail/global-retail-development- index/2015  http://www.ehow.com/list_6679006_types-retail-formats-india.html
  63. 63. MIT SCHOOL OF MANAGEMENT Page | 63 APPENDIX - 2 ANNEXURE 1. Name: ________________________________ 2. (a) Locality: _______________ (b) Language Spoken Mostly: ___________________ 3. (a) Gender: i) Male ii) Female (b) Age: ______ 4. How often do you shop at HyperCity? a) Wednesday b) weekend c) Once a week d) Twice a week e) once a Fortnight f) Twice a Fortnight g) Once a month h) other _________ 5. What do you usually shop at HyperCity? a) Food/ Groceries b) Fashion c) Home Utensils/ Plastics d) Electronics e) Furniture f) Others ________ 6. Why do you shop at HyperCity? a) Quality b) Low price c) Convenience d) Near to Home e) others __________ 7. Where else do you shop apart from HyperCity? a) D-Mart b) Reliance Mart c) Big Bazaar d) Local Kirana Stores e) Others ___________ 8. Indicate your satisfaction level regarding Billing Speed at HyperCity? a) Good b) Average c) Bad d) Very Poor 9. How is Staff service availability at HyperCity? a) Excellent b) Good c) Average d) Bad 10. Your shopping experience in HyperCity is always! a) Excellent c) Good d) Average e) Bad
  64. 64. MIT SCHOOL OF MANAGEMENT Page | 64 11. Product availability in HyperCity is! a) Excellent b) Good c) Average d) Bad 12. Ambience and atmosphere inside the store is! a) Excellent b) Good c) Average d) Bad 13. Discount and offers served in HyperCity is! a) Excellent b) Good c) Average d) Bad 14. Location of HyperCity in your city is! a) Excellent b) Good d) Average d) Bad 15. In offer days the shopping experience in the store is! a) Excellent b) Good c) Average d) Bad *Thanking you for filling this Questionnaire*
  65. 65. MIT SCHOOL OF MANAGEMENT Page | 65 APPENDIX – 3 Major Retailers in India
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  67. 67. MIT SCHOOL OF MANAGEMENT Page | 67 Store Image
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  69. 69. MIT SCHOOL OF MANAGEMENT Page | 69 Store Departments The complete store is divided into following Departments: 1. Plastics, Utensils & Crockery (PUC) 2. Electronics 3. Toys & Sports 4. Stationary 5. Luggage 6. Footwear 7. Ladies wear ( Ethnic, Western, Others) 8. Men’s wear ( Casual, Formal, Others) 9. Kids wear 10. Home Fashion 11. Furniture 12. Staples 13. Food 14. Non Food 15. Fruits & Vegetables 16. Cash 17. Customer Service Desk (CSD) 18. Warehouse
  70. 70. MIT SCHOOL OF MANAGEMENT Page | 70 10th Anniversary celebrationwith magic show & cake cutting Product Display & Branding at Adinath Society
  71. 71. MIT SCHOOL OF MANAGEMENT Page | 71 Summer premier league 2016 sponsorby HyperCity

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