EXECUTIVE SUMMARY

TITLE
THE EFFECTIVENESS OF PROMOTIONAL ACTIVITIES OF HYPERCITY

RETAIL INDUSTRY
Retail has played a major role world over in increasing productivity across a wide range of
consumer goods and services .The impact can be best seen in countries like U.S.A., U.K.,
Mexico, Thailand and more recently China. Economies of countries like Singapore, Malaysia,
Hong Kong, Sri Lanka and Dubai are also heavily assisted by the retail sector.

HyperCITY RETAIL INDIA LTD.

HyperCITY is the part of K Raheja corp. group and was incepted in 2005. It provides a truly
international shopping experience where customer can shop in comfort in a large, modern and
exiting environment. It offers a wide and contemporary range of innovative products, sourced
from both local and international markets.

OBJECTIVES
PRIMARY OBJECTIVE:

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

purchase from HyperCITY?

SECONDARY OBJECTIVES:

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

To know the promotional activity awareness among the customers

To know the various mediums of promotional activities of HyperCITY

To understand the ambience effects on the customers.

To know the frequency of visiting the customers at HyperCITY.

ii

To know which category of product selling more.

SAMPLE SIZE
300 (Three hundred)

METHODOLOGY:

The basic methodology that we followed was the questionnaire method.

Research objectives were clearly stated before designing the questionnaire

Information was collected form a sample size of 300 respondents, which included both
males and females.
Information obtained from the respondents was analyzed and interpreted.
Findings revealed by the tabulations were listed in a summarized form as
Recommended Actions
The sampling method used was Non-probability random sampling.

Sample population

Resident of Mumbai

Sample frame

Customers of HyperCITY

Data collected

Non probability convenience sampling

method

SOURCES OF COLLECTION OF DATA:

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

Primary data collected through Questionnaire

iii

Secondary data collected through Internet, Magazines and newspapers.

FINDINGS

The promotional activities did have the influence on customers.

People are aware of promotional activities done by HyperCITY.

Among various means of doing promotions like newspapers, leaflets and catalogues
are the better means which attracted customers.

Customers always visited HyperCITY because of better ambience and quality

products.

Among many products offered, maximum sales happens is for the groceries section at
HyperCITY. This is because quality products are offered.

Weekly offers are not given importance by the customers.

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

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

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

Ambience and comfortable atmosphere rather proved to be gaining momentum for

HyperCITY.

ASSUMPTIONS:
iv

 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.

CONCLUSION
The target segment of HyperCITY is niche class people mainly and they dont come for any
offers so HyperCITY doesnt need to do the advertisement very frequently. The customers
come for shopping because of the standard of the store, the quality of the products, hygiene
and the world class ambience which gives them a very comfortable atmosphere

RECOMMENDATIONS
Many of the customers are not aware of the Hyper weekly offers so try them to make
them aware
Many of the customers said that the customer associate doesnt respond very well so
train them thus they can help the customers.
Follow up of the HAM section is not very good. So try to give better after sales service
thus customer can come back again and again.
Many of the members of DCC are not getting the emails and sms from HyperCITY so
update the customer information while enrolling the customers

CONTENTS
Chap No.

Title

Page No.

Introduction

2.

Industry Profile

3.
4.
5.
6.

7.
8.
9.
10.

Size of the Industry

Growth trends

Government policies

Major players
Company and Product Profile
Literature Review
Objective and Scope of Study
Research Methodology

21
43
48
50

Research design

Sampling design

Data collection

Limitation & Assumptions

Data Analysis and Interpretation

Observation and Findings
Conclusions
Recommendations
References
Questionnaire

76
99
101
103
105
107

LIST OF TABLES
Table No.

Title
vi

Page no.

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

Worlds Top Ten Retailers by Revenue

Retail Formats
Retail formats in India
Entry options for foreign players
Sample size
Sources of advertisement
Frequency of shopping
Products usually purchased by customer
Products usually purchased by customer
Awareness about Hyper weekly offers
Offers preferred by customers
Ratings

vii

6
8
11
17
53
78
80
82
84
88
94
96

LIST OF GRAPHS AND CHARTS

Chart No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

Chart Title
Promotional activity seen by the customers
Sources of promotion
Frequency of shopping
Products usually purchased by customer
Products usually purchased by customer
Visual merchandising
Awareness about Hyper weekly offers
Discovery club card
Satisfaction level for discovery club card
Offers preferred by customers
Ratings

viii

Page No.
76
78
80
82
84
86
88
90
92
94
96

INTRODUCTION

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 terms, it implies a first-hand
transaction with the customer. A retailer is a person, agent, agency, company, or organization
which isinstrumental in reaching the goods, merchandise, or services to the ultimate consumer.
The selling need not necessarily take place through a store. Retailing encompasses selling
through the mail, the Internet, door-to-door visits---any channel that could be used to approach
the consumer. When manufacturers like Dell computers sell directly to the consumer, they also
perform the retailing function. Retailing has become such an intrinsic part of our everyday
lives that it is often taken for granted. The nations that have enjoyed the greatest economic and
social progress have been those with a strong retail sector. Why has retailing become such
a popular method of conducting business? The answer lies in the benefits a vibrant retailing
sector has to offeran easier access to a variety of products, freedom of choice and higher
levels of customer service. As we all know, the ease of entry into retail business results in
fierce competition and better value for customer.
To enter retailing is easy and to fail is even easier. Therefore, in order to survive in retailing, a
firm must do a satisfactory job in its primary

DEFINITION:
Historically retailing has been viewed as the ale of the goods to the consumer through retail
shops. However, retailing today should be viewed as being rather broader.
Retailing is the sale of the goods and services to the ultimate consumer for personal, family or
household use. Thus retailing involves more than selling tangible products. The purchase of a
service such as a haircut or dry cleaning is also a retail transaction. Purchases for a business or
industrial use are not retail transactions.

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

Convenient location.

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

Breaking of bulk so that small quantities can be sold.

Processing of merchandise to more acceptable forms.

Holding of stock for instant availability at relatively stable prices.

Helping to effect change in ownership of goods.

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

Information not only to the consumer but also to suppliers.

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

Credit and hire- purchase facilities.

Some facility for social intercourse.

IMPORTANT FEATURES OF RETAILING:

There is direct end-user interaction in retailing.

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

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

Location is a critical factor in retail business.

In most retail businesses services are as important as core products

.
There are a larger number of retail units compared to other members of the value chain. This
occurs primarily to meet the requirements of geographical coverage and population density

RATIONALE OF STUDY:
In todays economy and competitive business world retaining the customer base is critical to
the companys success. Customer retention and satisfaction drives profits. Its far less
expensive to cultivate the companys 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 companys 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.

SECTOR PROFILE

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 worlds largest retailer. Already the
worlds largest employer with over1million associates, Wal-Mart displaced oil giant Exxon
Mobil as the worlds largest company when it posted $219 billion in sales for fiscal 2001. WalMart 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.

WORLDS TOP TEN RETAILERS BY REVENUE

Revenues
No. Name

Headquarters

No. of outlets
($billions)

No. of countries
Operating in

1.

Wal-Mart

US

408.21

8900

15

2.

Carrefour

France

126.5

15500

34

3.

Tesco

UK

99.7

502

15

4.

Metro

Germany

92.02

2100

33

5.

Lidl

Germany

82.08

7200

20

6.

Kroger

US

76.7

3264

7.

Home Depot

US

71.5

2242

8.

Costco

US

71.4

573

9.

Target

US

65.357

1743

10.

Aldi

Germany

58

8210

18

OVERVIEW OF RETAIL SECTOR IN INDIA

Retailing is one of the pillars of the economy in India and accounts for 13% of GDP.
The retail industry is divided into organized and unorganized sectors. Over 12 million outlets
operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size.
Organized retailing refers to trading activities undertaken by licensed retailers, that is, those
who are registered for sales tax, income tax, etc. These include the 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 accounts for just 4% of the market as of
2008. Regulations prevent most foreign investment in retailing. Moreover, over thirty
regulations such as "signboard licenses" and "anti-hoarding measures" may have to be
complied before a store can open doors. There are taxes for moving goods to states, from
states, and even within states.
Indias retail market, valued at US$ 353 billion in 2010, is projected to grow at a rate of 12 per
cent per annum. India has one of the largest number of retail outlets in the world. The sector is

witnessing exponential growth, with retail development taking place not only in major cities
and metros, but also in Tier-II and Tier-III cities.

INDIAN RETAIL INDUSTRY:SUMMARY

Accounts for 13% of GDP and 8% of total employment
Over 90% is unorganized.
Valued at US$ 400 billion (2011)
Projected to grow at a rate of 12 % per annum to US$ 785.12 billion by 2015.
India currently allows 51 per cent FDI in single-brand retail and 100 per cent in
wholesale cash-and-carry operations.
India will announce new rules for foreign investment in retail by April 2012.

RETAIL FORMATS:
Activity

In store

Catalogue

Media
Cable TV

Elements
Means of

Humans in

Paper

Broadcast

Computer

Mediation

Brick and

&Telephonic

&Telephonic

&Voice over

WWW

Telephone
Telephonic

Mortar

Internet

Customer

Environment
Face to Face Remote,

Remote,

Protocol
Remote,

Remote,

Interface

Sales

Print,

Voice only,

voice often

Voice Only

Service

Response

Recreate

electronic

Product

3-

Voice only
Photograph &

Social Aspect
Television

Computer

Telephonic

presentation

Dimensional

Text

image &

image,

product &

Displays

demonstration Photograph
Text

RETAILING FORMAT IN INDIA:

service
description

Mom-and-Pop stores:
Mom-and-pop stores: they are family owned business catering to small sections; they are
individually handled retail outlets and have a personal touch.

Malls:
The largest form of organized retailing today. Located mainly in metro cities, in proximity to
urban outskirts. Ranges from 60,000 sqft to 7,00,000sqft and above. They lend an ideal
shopping experience with an amalgamation of product, service and entertainment, all under a
common roof. Examples include Shoppers Stop, Piramyd, and Pantaloon.
Specialty Stores:
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's
Music World and the Times Group's music chain Planet M, are focusing on specific market
segments and have established themselves strongly in their sectors.
Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts on the MRP through
selling in bulk reaching economies of scale or excess stock left over at the season. The product
category can range from a variety of perishable/ non-perishable goods.
Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further
classified into localized departments such as clothing, toys, home, groceries, etc.
Departmental Stores are expected to take over the apparel business from exclusive
brand showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which

started in Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India
and even has its own in store brand for clothes called Stop.
Hyper marts/Supermarkets:
Large self-service outlets, catering to varied shopper needs are termed as Supermarkets. These
are located in or near residential high streets. These stores today contribute to 30% of all food
& grocery organized retail sales. Super Markets can further be classified in to mini
supermarkets typically 1,000 sqft to 2,000 sqft and large supermarkets ranging from of 3,500
sqft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.
Convenience Stores:
These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a
limited range of high-turnover convenience products and are usually open for extended
periods during the day, seven days a week. Prices are slightly higher due to the convenience
premium
Category Killer:
small specialty stores that offer a variety of categories. They are known as category killers as
they focus on specific categories, such as electronics and sporting goods. This is also known
as Multi Brand Outlets or MBO's.

RETAIL FORMATS IN INDIA:

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
stores

Avg. size-10000 to 60000 sq. ft

Offers a large layout with a wide

merchandise mix, usually in cohesive

SHOPPERS
STOP

LIFESYLE

INORBIT

categories including fashion

Shopping

malls

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

and above

The largest form of organized retailing

today

Supermarket

MALL

INFINITY

PHOENIX

Avg. size-10000 to 60000 sq. ft

BIG BAZAAR

Having a strong focus on food & grocery

D MART

and personal sales

Mom & Pop

shops

They are family owned business catering

to small sections

They are individually handled retail

KIRANA
SHOPS

LALA SHOPS

outlets and have a personal touch.

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.

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.
Mall - Inorbit
Book store - Crossword
Fashion - Shoppers Stop
Hypermarket - HyperCITY.
Tata Group:
Established in 1998 trend .one of the subsidiary of Tata group operates Westside,a lifestyle
retail chain and star India bazaar a hypermarket with a large assortment of product at the
lowest price .Tata has also formed a subsidiary named infinity retail hitch consist of Croma ,a
consumer electronics chain.
RPG group
:

The RPG Group one of India's largest industrial conglomerate headquartered in Mumbai,
India. It was founded by RP Goenka in 1979. Today the RPG Group is involved in diverse
sectors of business, including power generation, power transmission, information technology,
retail, and entertainment. It owns the following retail outlets:

Spencer's Retail

Food World

Music World

Books and Beyond

Reliance retail
Reliance Retail is the retail business wing of the Reliance business. Many brands like Reliance
Fresh, Reliance Footprint, Reliance Time Out, Reliance Digital, Reliance Wellness, Reliance
Trendz, Reliance Autozone, Reliance Super, Reliance Mart, Reliance I Store, Reliance Home
Kitchens, and Reliance Jewel come under the Reliance Retail brand.

LandMark:
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 Dcor

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.
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 Dominos entered India
through master franchise
root while Pizza Hut entered through regional
franchisee
Cash and Carry whole sale treading

100% FDI is allowed in wholesale trading

which involves buildingbuilding
of a large distribution infrastructure to assist
local manufacturers
The wholesaler deals only with smaller
retailers and not consumers
Metro AG of Germany was the first
significant global player to
enter India through this route

Strategic licensing agreements

Foreign company enters into a licensing

agreement with a domesticretailer
Mango, the Spanisn apparel brand has
entered India through this
route with an agreement with Piramyd,
Mumbai
SPAR entered into a similar agreement with
Radhakrishna
Foodlands Pvt. Ltd

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. Its 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 CavinKares LimeLite, Maricos Kaya Skin Clinic and Apollo Hospitals
Apollo Pharmacies are examples, to name a few, where manufacturers/service providers
combine their own manufactured products and services with those of others to generate value
hitherto unknown. The last mile connect seems to be increasingly lively and experiential. Also,
manufacturers and service providers face an exploding rural market yet only marginally
tapped due to difficulties in rural retailing. Only innovative concepts and models may survive
the test of time and investments. However, manufacturers and service providers will also
increasingly face a host of specialist retailers, who are characterized by use of modern
management techniques, backed with seemingly unlimited financial resources. Organized
retail appears inevitable
There is no denying the fact that most of the developed economies are very much relying on
their retail sector as a locomotive of growth.. The Retail Industry in India has come forth as
one of the most dynamic and fast paced industries with several players entering the market.
But all of them have not yet tasted success because of the heavy initial investments that are
required to break even with other companies and compete with them. The India Retail
Industry is gradually inching its way towards becoming the next boom indust

COMPANY
AND
PRODUCT
PROFILE

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

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

cities

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

hopal, Ludhiana &Hyderabad. It offers a wide range of product in
categories like Fresh produce, Foods and Grocery, Home, Bakery,
electronics, Furniture, Sports, Toys & Apparel. it now is gearing up to
commission three more stores at Ahmedabad, Pune and Mumbai by
December
HyperCITY also offers other value added services like consumer
finance, ATM

facility,

telecom

services, pharmacy, Bakery and Restaurants etc under one roof.

HyperCITY launched its first store in Malad, Mumbai, which is
spread over 1, 20,000 sq ft. It offers over 44,000 products sourced
from both local & global markets.
HyperCITY, the hypermarket offer from Shoppers Stop has a chain of
10 stores (covering approx. 8 lac sq ft) with the addition of a store in
Bangalore recently, and. The company closed year 2010-11 with a
growth of about 80 % clocking sales of Rs 600 crore and expect to
take this up to Rs 900 crore in 2011-12. Food business contributes
about 58 % revenue. The company hopes to achieve an operational
break even this year. Contribution from private label is expected to be
increased to 23 % this year and 25 % next year.

K. RAHEJA GROUP

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

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

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/

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

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

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

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.

HyperCITY, MALAD

HyperCITY MALAD
Next to Inorbit mall
Malad Link Road
Malad (West)

Mumbai 400 064

HyperCITY PRODUCT SECTIONS

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

HOME SECTION
Home ware
Home needs
Home linen

HIGH TECH SECTION

Computing
Communication
Photography
Imaging

HOME ENTERTAINMENT SECTION

Vision
Audio

APPLIANCES SECTION
Large appliances
Small appliances
Personal care

FASHION SECTION
Mens wear
Womens wear
Kids wear
Foot wear

 Accessories

TOYS SECTION
Infant toys
Soft toys
Electronic toys
Learning toys
Outdoor toys

SPORTS SECTION
Health & Fitness
Outdoor sports
Indoor sports

FURNITURE SECTION
Living Room
Bed Room
Dining Room

EXCLUSIVE BRANDS

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

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

great prices

FOOD & GROCERY

TERZO:

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

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

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

Cleaner.

FRESHBASKET:
Every Fresh Basket product guarantees freshness and quality on a

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

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

specialty bread, etc.

HyperCITY

HyperCITY is dedicated to bring wholesome food to your fami

great prices. Our products are packed under hygienic conditions

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

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

WAITROSE

Voted the top supermarket chain in UK. Exclusively availabl

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

HOME

EBANO

Discover stylish essentials for your home with HyperCITYs exclu

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

modern appeal. Bringing your home to life with contemporary des

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

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

Towels, Cushions, Table linen, pillows and more.

AVORIO:

Make your home a more luxurious place with Avorio, the exclu
brand from HyperCITY. AVORIO offers exclusive, versatile

classic designs to enhance your lifestyle. Avorio spans Implem

Pots'n'pans, Glassware, Cutlery, Crockery, Towels, Bed linen, T

linen, Duvets & quilts and more.

EVERYDAY:

The range includes everything you need for your office - o

accessories, writing instruments, paper stationery, etc.

FASHION

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

JOOJOOBS

Discover Fashion for your little ones!! The Joojoobs rang

comfortable garments for infants includes designer infant wear

infant western wear. The range combines the finest quality fabri
vivid colors to create a high value range of infant wear.

CITYSENSE

Comprises of a basic line of value packs at super duper pr

covering value packs of tees, socks, briefs, vests, basic denim, etc
men, women & kids.

CITYLIFE

Everyday wear for men, women, kids and footwear, styled for valu

CITYSTYLE

Offers the latest trends in clothing in the market, at prices tha

affordable.

RIVERINC.

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

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

and jackets.

APPLIANCES

TECHNIX:

Our Technix range of appliances will be available across microwa

cook-tops and mixer-grinders.

SPORTS

RALEIGH

The Raleigh Series of bicycles are available exclusively at HyperC

Raleigh is one of the worlds biggest brands in Bicycles. Ral

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

care and fitted with latest technology. Raleigh has the follow

varieties in bicycles - Mountain Sport, Platinum, Juvenile, Toy cy

etc.

MAXIT:

The Maxit line of sports equipment and apparels is avai

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

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

across sports categories like cricket, football, basketball, volley

boxing and baseball.

LITRATURE REVIEW

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 buyers purchasing decision.
PROMOTION MIX
Promotion mix contains five elements they are

Personal selling

Advertising

Sales promotion

Direct marketing

Publicity

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

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)

Premiums (gifts)

Frequency programs

Prizes (contests, sweepstakes, games)

Patronage awards

Free trials

Product warranties

Tie-in promotions

Cross promotions

Point-of purchase (pop) displays and demonstrations

Price offs

Allowance

Free goods

OBJECTIVES
AND
SCOPE OF THE PROJECT

PRIMARY OBJECTIVE:

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

purchase from HyperCITY?

SECONDARY OBJECTIVES:

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

To know the promotional activity awareness among the customers

To know the various mediums of promotional activities of HyperCITY

To understand the ambience effects on the customers.

To know the frequency of visiting the customers at HyperCITY.

To know which category of product selling more.

SCOPE OF THE STUDY

This project is based on the customers of Mumbai, so this project will help to understand the
perception of the customers about the advertisements and promotional activities.
This project is based on the promotional activities of HyperCITY to know the awareness of the
of offers and discount schemes given by the HyperCITY so this project will help to take the
right decisions for the promotional activities.
This project helps to know that what are the effective ways of promotional activies which
helps to increase the footfall of HyperCITY.

RESEARCH
MEHODOLOGY

WHAT IS RESEARCH METHODOLOGY?

Research methodology is a way to systematically solve the research problem. It shows how
the research is done scientifically (exactly) studying the research methods along with the
logic (sense) behind them are part of the research methodology various steps.

DEFINITION
Search for Knowledge careful investigation or inquiry to find out new facts in any branch of
knowledge scientific and systematic investigation to acquire new knowledge.

RESEARCH DESIGN
The research will be descriptive in nature and survey is used as data
collection technique will be conducted on already existing or prospective
customers. Face to face interview with different customers from various parts
of the Mumbai was held in which Questionnaire was used as a data gathering
tool. The survey has helped us to streamline the process and serve the
effectiveness of the promotional activities of HyperCITY.
Types of research :
There are several research design given below-

pure research

applied research

exploratory research

descriptive & diagnostic research

experiment research

STAGES IN RESEARCH PROCESS

PROCESS STAGES:
1. Defining the research objectives
2. Planning a research design
3. Planning a sample
4. Collecting the data
5. Analyzing the data
6. Formulating the conclusions and preparing the report

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

complete

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

list of all the sampling units.
TECHNOQUE OF SAMPLING:

The basic methodology that we followed was the questionnaire method.

Research objectives were clearly stated before designing the questionnaire

Information was collected form a sample size of 300 respondents, which included both
males and females.
Information obtained from the respondents was analyzed and interpreted.
Findings revealed by the tabulations were listed in a summarized form as
Recommended Actions
The sampling method used was Non-probability random sampling

SAMPLE SIZE:
Sample population

Resident of Mumbai

Sample frame

Customers of HyperCITY

Sample size

300

Data collected

Non probability random sampling method

SOURCES OF DATA

There were two main sources of data during the project:

Primary Data: the primary data was collected through the customers coming to the
HyperCITY for shopping.
Secondary Data: The secondary data was collected through Internet, Journals
and magazines.

LIMITATIONS
The present study is confined to a minimal sample size and may not reflect the opinion
or response of the entire population in general.

The results of our study are entirely confined to the responses of the consumers of
Mumbai and might deviate in terms of actual population as a whole.

Recommendations given after the study are entirely dependent on the survey and the
secondary analysis done in the report.

There might have been tendencies among the respondents to amplify or filter their
responses under the testing.

The respondents might think that this survey is only a waste of time or it might create
some problem and hence there might have been tendencies to give fake answers and
fill the questionnaire casually.

Observation Method: While streamlining the process I came across several

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

TASKS UNDERTAKEN
DURING THE PROJECT

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
Fathers Day Celebration
Drawing Competition
Cycling Race

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

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 account.

BENEFITS OF DCC
Customer become a lifetime member of the club
Customer can redeem dcc points at the time of final billing
Customer gets keep on updating with latest offers, schemes, activities etc. via emails,
sms and direct mailing.

COMPETITION MAPPING

Competition mapping is all about to know what the competitors of HyperCITY are doing for
their store marketing.
Competition mapping is contains three tasks

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
Spencers

BENEFITS OF BASKET COMPARISON

Well understanding of competitors pricing strategy

 Take an appropriate decision about our prices

Well understanding of competitors 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 competitors product prices.

BASKET COMPARISON
IMAGES

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

MULTIMEDIA
LCD
LED
Speakers
CD

MAJOR COMPETITORS OF HyperCITY IN HAM PRODUCTS

Croma
Vijay sales
Kohinoor
E Zone
Snehanjali
Next

HAM COMPARISON
IMAGES

SHARE OF VOICE
Share of voice is used to accumulate measured media expenditures and estimated costs for
other communications activities. Information should be gathered for all competitors on a
regular (weekly, quarterly and/or annual) basis. Each competitor's percentage of the aggregate
total is its Share-of-Voice."
Share of voice is the task to know that what the competitors are doing for the advertisement of
their product. In share of voice marketing officer see the competitors advertisement and offers
in various sources and make a share of voice report.

SHARE OF VOICE INCLUDES

Newspaper advertisings
Hoardings
NEWSPAPER INCLUDES

The times of India

Mumbai Mirror

Hindustan Times

SPACE ON HIRE
Space on hire means HyperCITY gives space to the different companies for the advertisements
of their product.

MEANS OF SPACE ON HIRE

Travelator branding
Drop downs
Danglers
Glass fasate
Tran slide boxes
Fixtures

 Pillar branding
Portals
FNV pillars
Cash till poles
Pillar cladding
End capes
Discovery pillars
Plinth display

ENDCAP

DISCOVERY PILLARS

TRAVALATOR BRANDING

CASH COUNTER BRANDING

TROLLY BRANDING

GLASS FACATE

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 caf (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.

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-

Fathers day
Drawing competition
Cycling race

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.

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.

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.

RESTAURANT TIE UP
In this promotional activity we gone to the different restaurants in the catchment area (Malad,
Goregaon, Andheri, Bangur nagar) of HyperCITY. We pitched the restaurant owner to give
some discounts to our members of HyperCITY. Those customers who are having the
membership card of HyperCITY. We gone to 5 restaurant and approached them.

DATA ANALYSIS
AND
INTERPRETATION

Q.1

Have you ever seen any promotional activity or advertisement done

by HyperCITY, Malad?

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.

Q.2

By which source you have seen the promotional activity?

The sources in which the customers have seen the advertisement

Sources

Percentage

newspapers

36
percent

Leaflets

24 percent

In

store Word

of Others

activity

mouth

(sms,

14 percent

6 percent

emails
20
percent

INTERPRETATION FOR QUESTION NO. 2

Newspapers are the cheapest source/media where promotional activities reach every customer,
either existing or new customer.
36 percent of them were influenced through newspaper advertisements.
Leaflets and other sources via electronics (SMS, E-mail) stands next to newspapers. (24
percent customers seen ads through leaflets and 20 percent received ads either trough SMS/Email.)
In store ads (14 percent) had very less influence.

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

Frequency of the customers to come at HyperCITY

Frequency
percentage

Always
53%

Sometimes
32%

Very often
13%

First time
2%

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 dont 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.

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

The products usually purchased by the customers

products
percentage

Grocery
57%

Fashion
19%

Electronics
19%

Furniture
4%

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.

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

Products purchased by the customers because of the promotion.

Products
Percentage

Grocery
67%

Fashion
11%

Electronics
18%

Furniture
4%

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.

Q.6

Do you think the visual merchandising is helpful to attract the

customer?

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

INTERPRETATION FOR QUESTION NO. 6

Visual merchandising is very helpful to the customer.
91 percent of them are attracted by visual merchandising.
Visuals proved to be a better form of attracting customers other than newspapers and SMS or
E mail ways of doing advertisements.

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

The various weekly offers of HyperCITY

Weekly offers

Hyper

Friday

Both

No

Percentage

Wednesday
12%

blockbuster
9%

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).

Q.8

Do you have a Discovery Club Card?

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

INTERPRETATION FOR QUESTION NO. 8

Discovery club is the membership card for HyperCITY customers.
58 percent of them have the membership cards through which they do purchases.
Membership card facility will be useful to redeem points followed by gift vouchers.

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

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

INTERPRETATION FOR QUESTION NO. 9

65 percent of the customers from our samples are satisfied with discovery club card.
Though cards are given for regular customers 16 percent of them have not at all used the
membership facilities.
Our analysis is also shows that 19 percent of them are not satisfied with the membership
facilities.
It appeared membership cards do not have any impact on HyperCITY customers.
16% customers having the card but they have not yet used the card or redeem the points.

Q.10 What kind of offers do you like?

The offers liked by the customers

Offers
Percentage

Discount on MRP
66%

Free gifts
21%

Discovery club points

13%

INTERPRETATION FOR QUESTION NO. 10

The offers given by HyperCITY and is largely on discounts on MRP.
Nearly 66 percent of customers are satisfied with discount offers.
Free gifts are given to members of the HyperCITY.
21 percent of the customers are satisfied with free gifts, which is again followed by Discovery
club points (13 percent customers).
Discounts on MRP, the strategy of HyperCITY is really a better promotional activity to boost
up the sales.

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

The ratings of promotional activities given by the customers

Activities

Visual

Percentage

merchandising
4.5

Newspaper
1

Leaflets

Activities in Word

2.5

the store
3

mouth
2

of

INTERPRETATION FOR QUESTION NO. 11

The analysis was done to find out the customers 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.

OBSERVATIONS
AND
FINDINGS

FINDINGS

The promotional activities did have the influence on customers.

People are aware of promotional activities done by HyperCITY.

Among various means of doing promotions like newspapers, leaflets and catalogues
are the better means which attracted customers.

Customers always visited HyperCITY because of better ambience and quality

products.

Among many products offered, maximum sales happens is for the groceries section at
HyperCITY. This is because quality products are offered.

Weekly offers are not given importance by the customers.

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

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

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

Ambience and comfortable atmosphere rather proved to be gaining momentum for

HyperCITY.

CONCLUSION

CONCLUSION
The target segment of HyperCITY is niche class people mainly and they dont come for any
offers so HyperCITY doesnt need to do the advertisement very frequently. The customers
come for shopping because of the standard of the store, the quality of the products, hygiene
and the world class ambience which gives them a very comfortable atmosphere

RECOMMENDATIONS

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 doesnt respond very well so
train them thus they can help the customers.
Follow up of the HAM section is not very good. So try to give better after sales service
thus customer can come back again and again.
Many of the members of DCC are not getting the emails and sms from HyperCITY so
update the customer information while enrolling the customers

REFERENCES

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

BOOKS
RESEARCH METHODOLOGY

ANNEXURE

Questionnaire
Name Of Customer ____________________
Area Of Residence ___________________

Q.1

Have you ever seen any promotional activity or advertisement 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
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 advertisement you
Seen?

Grocery
Fashion
Electronics
Furniture

Q.6

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

Yes
No

Q.7

Are you aware of the Hyper weekly Offers?

Yes
No
Q.8

Do you have a Discovery Club Card?

Yes
No

Q.9

Are you satisfied with the Discovery Club Card?

Yes
No
Not yet used

Q.10 What kind of offers do you like?

Discount on MRP.
Free gifts
Discovery club points

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

Poor

Average

Good

Very
Good

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

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

Excellent