Professional Documents
Culture Documents
(KHR2009PGDMRMF059)
2010
[Type
ssa
the document subtitle]
acer
Finally I thank all the employee of HyperCITY, Malad who helped in understanding
the various processes there.
Saurav Kumar
20th August 2010
1. Executive Summary 5
6. Conclusions 49
7. Recommendations 50-51
8. Limitations 52
9. Annexure 53-55
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
Shoppers’ Stop, Inorbit Mall, Crosswords, MotherCare and Home Stop apart from
their successes in Realty and hospitality. HyperCITY is a hypermarket in the true
sense and offers its customers a dominating assortment of quality products at great
value in a large, modern and exciting format.
The main purpose of the study was to understand the customer buying behavior of
consumer durables in a hypermarket. The research also tries to understand the
customer base visiting the Hi-Tech section of HyperCITY and its competitors.
Another important task was to analyze the competition in the market, the
customers satisfaction level with respect to price, offers, product range etc.
Consumers' buying behavior is divergent and situational. For durable products, such
behavior got different dimensions again. The Indian consumer durables industry
has witnessed a considerable change in the past couple of years. Changing lifestyle,
higher disposable income coupled with greater affordability and a surge in
advertising has been instrumental in bringing about a sea change in the consumer
behavior pattern. Apart from steady income gains, consumer financing and hire-
purchase schemes have become a major driver in the consumer durables industry.
HyperCITY Retail (India) Pvt. Ltd. is part of the K. Raheja Corporation group, a
leader in the Indian retail sector.
Vision: - ‘To be an integral part of customer lives, by offering them a high quality
shopping experience through great products at ever better prices.’
Objective: -
Positioning: -
• HyperCITY format offers a true one-stop shopping destination with
authoritative assortments in every category.
• HyperCITY Outlets are for upper middle class income group.
• HyperCITY have multiple brands products along with their own brand of
products too which are available at not very high price.
Target Consumer: -
• They target the upper income consumer with a quality shopping experience.
The HyperCITY store is situated over 1,20,000 sq feet area. Its Merchandise area
80,000 sq feet & consists of 1,16,000 SKUs in the store.
The store is divided into two sections i.e. it has 2 floors. The 1st floor has all the
grocery and household items that includes vegetables, diary, poultry etc. The 2nd
floor consists of HAM (Hi-Tech, Appliances, Multimedia), furniture, garments, sports
material etc. It also has a pharmacy, Presto Dry Clean and a Vodafone gallery.
The Store timings are from 10.00am to 10.00pm working from Monday to Sunday.
There are 30 Billing counters in the store, 26 are at the Ground floor & 4 at the 1 st
floor.
Number of staff is approximately 328, out of which 280 are service associates and
the numbers of shifts is 3.
a) HyperCITYDiscoveryClub: -
Now, shopping at HyperCITY is an even more rewarding experience. The
HyperCITY Discovery Club brings you great savings, exclusive promotions,
special previews and a whole lot more. Earn Discovery Reward points and
redeem them against purchases. HyperCITY Discovery Club reflects our
commitment to offer you the ultimate shopping experience.
c) DailyDiamonds:
A range of Diamonds perfectly cut for your pocket. Discover affordable prices
& great deals on an exquisite range of diamond jewellery.
d) Crossword:
Pick your favorite books, magazines, movies or the month’s bestsellers at
HyperCITY.
f) Home Delivery:
HyperCITY is committed to extending high standards of customer service
even beyond shopping through our Home delivery service. Our aim is to
delight our customers through timely delivery of goods, every time.
HyperCITY`s home delivery service is aimed at setting the industry
benchmark. The mantra of 'Delivery on Time-Every Time' is what underlines
the service. Also to ensure that the service standards are raised and not
compromised HyperCITY has decided to manage the process in-house.
h) Vodafone:
Now recharge your mobile, pay your bills at Vodafone gallery in HyperCITY,
which is open during store hours.
i) ATM:
We have an in-store ATM facility, which is accessible during store hours.
HyperCITY have a wide array of exclusive brands across all categories. These
brands ensure increased value to our customers through superior product offerings,
quality and uniqueness at great prices.
I. Terzo:
The Power of Super clean is now in your hands. Introducing Terzo
Home cleaners with power of 3! The range comprise of power cleaners,
Everyday Cleaner, Toilet cleaner, Floor Cleaner & Utensil Cleaner.
III. Waitrose:
Voted the top supermarket chain in UK. Exclusively available at
HyperCITY. Come and taste the best of teas, coffees, juices,
jams and more.
II. Home:
IV. Ebano:
Discover stylish essentials for your home with HyperCITY’s
exclusive brand e b a n o. e b a n o presents a selection of
basic products with a modern appeal. Bringing your home to
life with contemporary designs, vibrant colours, great value
V. Avorio:
Make your home a more luxurious place with Avorio, the
exclusive brand from HyperCITY. AVORIO offers exclusive,
versatile and classic designs to enhance your lifestyle. Avorio
spans Implements, Pots'n'pans, Glassware, Cutlery,
Crockery, Towels, Bed linen, Table linen, Duvets & quilts and
more.
VI. Everyday:
The range includes everything you need for your office -
office accessories, writing instruments, paper stationery, etc.
III. Sports: -
VIII. Maxit:
The Maxit line of sports equipment and apparels is available
exclusively at HyperCITY. Maxit stands for - Maximum
Range, i.e. it offers a superior line up of sports gear at great
value. Maxit is available across sports categories like cricket,
football, basketball, volleyball, boxing and baseball.
HyperCITY has partnered with JHP of London for in-store design. JHP is a
which is the leading global retail technology provider. The JDA suite
system ensures that customers don't have to wait in long queues for billing,
experience at HyperCITY.
Johnson Diversey is a world class & trusted source of Cleaning and Hygiene
products and services. Since food sanitation, store hygiene, safety, etc., are
sanitation, etc.
• Home
• Furniture
• Hi-Tech
• Appliances
• Multimedia
• Sports
• Toys
• Stationary
General Merchandise plays a significant role from the bottom line perspective. The
margin contribution from this segment is 48% of the overall company margins.
Computing
Software
Communication
Photographic
Imaging
Communication
• Mobile Phone
• Mobile Bundle
Computing
Imaging
• Printers
Processes: -
• Peg hooks of the same size placed end to end on the cross bar.
Ticketing in section
FAB Cards
FAB cards are prepared for laptops, printers, Mobile phones, Monitors, cordless
phones, Desktop and Computing accessories.
• Lastly the document must be filed in the POST file for Hi-Tech
Promotion
Global Counts
Mobile phones, cameras, SD cards, Scratch guards, Blue tooth Head sets are
counted on a daily basis during opening and closing and the data is maintained in a
register signed off by the Service Manager.
Periferals = 25 sq. ft
International Awards: -
HyperCITY, Mumbai won The Award of Merit for Large Format Specialty Store
at the United States International Design Awards in New York on 15th
January, 2007. This is the first time that an Indian Company has received an
award like this. This was the 36th awards function for the Institute of Store
Planners/VM+SD International Store Design, New York.
HyperCITY was voted as India's top retail store by ‘Retail Week’, a leading
U.K. magazine revered by retailers worldwide. It was voted as the ‘100
Shops You Must Visit’, across the world and was featured amongst
internationally renowned stores such as Bloomingdales New York, Selfridges
U.K, Louis Vuitton Paris and Carrefour Shanghai. The special report carried
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 businessmen,
analysts, retail consultants, editors and top shoppers around the globe.
Domestic Awards: -
Coca Cola Golden Spoon Awards 2009 - Images award for excellence in food
retailing awarded Gourmetcity as "Most Admired Food Retailer of the Year" &
"Innovative Retail Concept".
The Bold 100 - IDG India CIO magazine has recognized Shoppers Stop and
HyperCITY as a recipient of 2008 CIO 100 Award. The annual award program
Most Admired Retailer of the Year for Retail Design & Visual Merchandising -
Images India Retail Forum, 2007.
Asia Retail Congress - Reid & Taylor Retailer of The Year (Hypermarket).
Retail Sector is the most booming sector in the Indian economy. Some of the
biggest players of the world are going to enter the industry soon. It is on the
threshold of bringing the next big revolution after the IT sector. Although
organized retail market is not so strong as of now, it is expected to grow
manifolds by the year 2010. The sector contributes 10% of the GDP, and is
estimated to show 20% annual growth rate by the end of the decade as against
the current growth rate of 8.5%. A CRISIL report says that the Indian retail
market is the most fragmented in the world and that only 2% of the entire
retailing business is in the organized sector. This suggests that the potential for
growth is immense. There are about 300 new malls, 1500 supermarkets and 325
departmental stores currently being built in the cities across India.
Estimates and predictions for retail sector:
The origins of retailing in India can be traced back to the emergence of Kirana
stores and mom-and-pop stores. These stores used to cater to the local people.
Eventually the government supported the rural retail and many indigenous
franchise stores came up with the help of Khadi & Village Industries
Indian retail industry is the fifth largest in the world. Comprising of organized
and unorganized sectors, India retail industry is one of the fastest growing
industries in India, especially over the 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. With growing market demand, the industry
is expected to grow at a pace of 25-30% annually. The India retail industry is
expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore by
the year 2010.
While India presents a large market opportunity given the number and
increasing purchasing power of consumers, there are significant challenges as
well given that over 90% of trade is conducted through independent local
stores. Challenges include: Geographically dispersed population, small ticket
sizes, complex distribution.
The low-intensity entry of the diversified Mahindra Group into retail is unique
because it plans to focus on lifestyle products. The Mahindra Group is the
fourth large Indian business group to enter the business of retail after Reliance
Industries Ltd, the Aditya Birla Group, and Bharti Enterprises Ltd. The other
three groups are focusing either on perishables and groceries, or a range of
products, or both.
Malad.
Malad.
4. To analyze the Share of Voice of the major competitors in the CDIT category
Malad : -
Here, we can see that frequency of customer is maximum in once in a week slot
i.e.86 out of 200 says that they visit HyperCITY for shopping once in a week.
So, it can be said that people comes to hypermarket as to buy their weekly
basket goods.
HyperCITY, Malad. i.e. 116 out of 200 gets the brand that they wish to shop &
84 out of 200 do not get the product they wish to buy. People also do not get
Here, we can see that majority of people says that HyperCITY does not provide
adequate offers as its compititor. i.e. 119 out of 200 says that offer available in
is better than its compititors. People often says that Freebie provided by Croma
Here, we can say that most of the people finds price of HyperCITY is less than
that of its compitition. i.e. 109 out of 200 says that price of HyperCITY is less
than its compititor`s price & 91 out of 200 says that price of HyperCITY is more
product & service that they wish to buy. i.e. 132 out of 200 get well informed
about the product & service they want to buy & rest 68 was not satisfied by the
Here, we can find that majority of people says that HyperCITY is not the
Destination store for purchase of consumer durable goods. i.e. 124 out of 200
From the above table we can infer that, people in the age group of 16-24
years are the major shoppers at HyperCITY, Malad followed by the age group
25-36 years. This shows that the young people are the major consumer as
well as major shoppers. We can say that, the youth population of India has
comes more to store for shopping. This may be because they have higher
they are the people who are very prone of mobiles, laptop, camera etc. so,
Here, it is shows that customers are coming from distant area to shop from
to store does not depend on area of residence or the distance from the store.
Malad : -
i.e.65% of people own Membership card.It is also be infer that people who
has Discovery card comes very often to buy products in the store & avail
Hypermarket their Loyal customer are very important for business. Loyalty
cards are essentially different from other varieties of cards primarily because
during billing which is not a good sign for the company. So it can be said that
people who are often visiting store does not have Discovery card will loose
extra benefit provided by the company. We can find that 50% checkout
Below is a pie chart representing the Share of Voice of various electronic brands
competing in the market.
In the period of last 3 months i.e. from May 5th, 2010 to July 25th, 2010; HyperCITY
has advertised its electronic section in the newspaper only 4 times which is just 3%
in the total share of voice.
2. The marketers always look for emergent trends that suggest new
marketing opportunities and here in india a lot of opportunities are
available.
5. During the business hours it should be seen that Laptops which are
running in charging throughout the day should be taken care of i.e. it is
making battery weak which reduces the life of battery.
10. Service Manager should always check if the promotion price is relecting
on the POS.
12. Complain/ Feedback Box can use for suggestion from customers at the
HAM Section.
13. CCTV Camera should be in working just above the cash counter.
2. The time for the project was 3 months when not many offer were available on
appliance and not the apt season to buy Hi-Tech Products.
2. Do you get all the brands with us for whom you wish to shop in HyperCITY
(Hi-Tech section)?
a. Yes
b. No
If No, Please specify……………………………………………………………………………………
5. Do you get sufficient assistance from our Team to help you buy (Hi-Tech
section)?
a. Yes
b. No
If No, Please specify ………………………………………………………………………………….
If NO, then
(i) Have you been informed by our associates about Discovery card? If NO then,
If YES
(i) Does the associate ask for the card before billing?
Every transaction
Seldom
Never
Please let us know the reason why you don’t swipe your card for every transaction?