Promo Efficacy in Retail outlets - Detailed

analysis

Submitted by:

Puneet Kaur

MBA (Fyic) 9sem

Guru Nanak Dev University , Amritsar

 TABLE OF CONTENTS
1. Introduction to retail
• Meaning to retail
• Types of retail outlets
• Retail sector in India
• Price Mechanism

2 Sales promotion
• Meaning to sales promotion
• Objectives
• Tools for sales promotion
3 Hypercity (There’s more to Discover)
• First Hypercity stores in Amritsar
• Organization Hierarchy
• Meet our Team
• Display Structure in Hypercity
• Promotional strategy
4 Effect of promotions on sales
• Net effect of promos on sales
• Sampling effect on sales
• Average weekly sales
• Net total sales of three periods .
 PREFACE
This report documents the work done during the summer training
at Hypercity Amritsar regarding the effect of promotion on sales
.
The report first shall give an overview of the tasks completed
during the period of training. Then the results obtained shall be
discussed and analyzed.
I have tried my best to keep report simple yet technically correct.
I have tried to put my best effort to complete this task on the
basis of my skill that I have learnt in the last one year. I hope I
succeed in my attempt.
I have put my maximum effort to get the accurate statistical data.
However I would appreciate if any mistakes are brought forward
by my readers.

Puneet
 ACKNOWLEDGEMENT
I would like to express my gratitude to all those who gave
me the possibility to complete this project titled “Promo efficacy
in retail outlets – detailed analyses”
The project would not have been complete without the guidance
of Mr. Jagpal Sidhu, who was there to provide me the constant
support and co-operation through every phase of the project. I
would also like to thank members of Buying and
Merchandising department Ms Mamta Gandhi, Mr. Umesh
Guleria, Mr. Narinder Singh , Mr. Ravinderpal Singh and the rest
of the members of Hypercity for their valuable inputs in making
this project. I am grateful to my sister Jasmine for her kind help. I
am thankful for her assistance and useful insights.
Finally, this project would not have been possible without the
confidence, endurance and support of my family. My family has
always been a source of inspiration and encouragement
Introduction to Retail
Meaning
Retailing consists of the sale of goods or merchandise from a fixed location, such
as a department store, boutique or kiosk, or by mail, in small or individual lots for
direct consumption by the purchaser. Retailing may include subordinated services,
such as delivery. Purchasers may be individuals or businesses. In commerce, a
"retailer" buys goods or products in large quantities from manufacturers or
importers, either directly or through a wholesaler, and then sells smaller quantities
to the end-user. Retail establishments are often called shops or stores. Retailers are
at the end of the supply chain. Manufacturing marketers see the process of retailing
as a necessary part of their overall distribution strategy. The term "retailer" is also
applied where a service provider services the needs of a large number of
individuals, such as a public utility, like electric power.

Shops may be on residential streets, shopping streets with few or no houses or in a

shopping mall. Shopping streets may be for pedestrians only. Sometimes a
shopping street has a partial or full roof to protect customers from precipitation.
Online retailing, a type of electronic commerce used for business-to-consumer
(B2C) transactions and mail order, are forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to
obtain necessities such as food and clothing; sometimes it is done as a recreational
activity. Recreational shopping often involves window shopping (just looking, not
buying) and browsing and does not always result in a purchase

Etymology
Retail comes from the French word retailer, which refers to "cutting off, clip and
divide" . It first was recorded as a noun with the meaning of a "sale in small
quantities" in 1433 (French). Its literal meaning for retail was to "cut off, shred,
paring". Like the French, the word retail in both Dutch and German also refers to
the sale of small quantities of items

Types of retail outlets

A marketplace is a location where goods and services are exchanged. The
traditional market square is a city square where traders set up stalls and buyers
browse the merchandise. This kind of market is very old, and countless such
markets are still in operation around the whole world.

In some parts of the world, the retail business is still dominated by small family-
run stores, but this market is increasingly being taken over by large retail chains.

Retail is usually classified by type of products as follows:

• Food products
• Soft goods - clothing, apparel, and other fabrics.
• Hard goods ("hardline retailers") - appliances, electronics, furniture, sporting
goods, etc.

There are the following types of retailers by marketing strategy:

• Supermarkets - sell mostly food products;

• Department stores - very large stores offering a huge assortment of "soft"
and "hard goods";
• Discount stores - tend to offer a wide array of products and services, but
they compete mainly on price;
• General merchandise store - a hybrid between a department store and
discount store;
• Warehouse store - low-cost, often high-quantity goods piled on pallets or
steel shelves; warehouse clubs charge a membership fee;
• Variety store or "dollar store" - extremely low-cost goods, with limited
selection;
• Demographic - retailers that aim at one particular segment (e.g., high-end
retailers focusing on wealthy individuals).
Some stores take a no frills approach, while others are "mid-range" or "high end",
depending on what income level they target.

Other types of retail store include:

• General store - a store which sells most goods needed, typically in a rural
area;
• Convenience store - a small store often with extended hours, stocking
everyday or roadside items;
• Big-box stores - encompass larger department, discount, general
merchandise, and warehouse stores.

Retail sector in India

The India Retail Industry is the largest among all the industries, accounting for over
10 per cent of the country’s GDP and around 8 per cent of the employment. 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 industry.

The total concept and idea of shopping has undergone an attention drawing change in
terms of format and consumer buying behavior, ushering in a revolution in shopping
in India. Modern retailing has entered into the Retail market in India as is observed in
the form of bustling shopping centers, multi-storied malls and the huge complexes
that offer shopping, entertainment and food all under one roof.

A large young working population with medium 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 factors in the growth of the
organized Retail sector in India. The growth pattern in organized retailing and in the
consumption made by the Indian population will follow a rising graph helping the
newer businessmen to enter the India Retail Industry.

In India the vast middle class and its almost untapped retail industry are the key
attractive forces for global retail giants wanting to enter into newer markets, which in
turn will help the India Retail Industry to grow faster. Indian retail is expected to grow
25 per cent annually. Modern retail in India could be worth US$ 175-200 billion by
2016. The Food Retail Industry in India dominates the shopping basket. The Mobile
phone Retail Industry in India is already a US$ 16.7 billion business, growing at over
20 per cent per year. The future of the India Retail Industry looks promising with the
growing of the market, with the government policies becoming more favorable and
the emerging technologies facilitating operations.

Retail pricing
The pricing technique used by most retailers is cost-plus pricing. This involves
adding a markup amount (or percentage) to the retailer's cost. Another common
technique is suggested retail pricing. This simply involves charging the amount
suggested by the manufacturer and usually printed on the product by the
manufacturer.

In Western countries, retail prices are often called psychological prices or odd
prices. Often prices are fixed and displayed on signs or labels. Alternatively, when
prices are not clearly displayed, there can be price discrimination, where the sale
price is dependent upon who the customer is. For example, a customer may have to
pay more if the seller determines that he or she is willing and/or able to. Another
example would be the practice of discounting for youths or students.

Transfer mechanism
There are several ways in which consumers can receive goods from a retailer:

• Counter service, where goods are out of reach of buyers and must be
obtained from the seller. This type of retail is common for small expensive
items (e.g. jewelry) and controlled items like medicine and liquor. It was
common before the 1900s in the United States and is more common in
certain countries.
• Delivery (commerce), where goods are shipped directly to consumer's
homes or workplaces. Mail order from a printed catalog was invented in
1744 and was common in the late 1800s and early 1900s. Ordering by
telephone is now common, either from a catalog, newspaper, television
advertisement or a local restaurant menu, for immediate service (especially
for pizza delivery). Direct marketing, including telemarketing and television
shopping channels, are also used to generate telephone orders. Online
shopping started gaining significant market share in developed countries in
the 2000s.
• Door-to-door sales, where the salesperson sometimes travels with the goods
for sale.
• Self-service, where goods may be handled and examined prior to purchase,
has become more common since the 1920s.
 Sales Promotion in Indian Retail Market

Suppose you go to market to buy soap. The shopkeeper suggests

that if you buy two soap cakes , an extra soap cake will be given
to you free of cost under “Buy 2 get 3” scheme . You will
attracted to that as this helps you to save money.
Meaning of sales promotion
Every businessman wants to increase the sale of goods that he
deals in. He can adopt several ways for that purpose. You might
have heard about “lakhpati bano”, “win a tour to Singapore”,
“30% extra in a pack of one kg”, “scratch the card and win a
prize” etc. You might also have seen gifts like lunch box, pencil
box, pen, shampoo pouch etc. offered free with some products.

According to the Institute of Sales Promotion, "Sales

Promotion comprises that range of techniques used to attain
sales or marketing objectives in a cost effective manner by
adding value to a product or service either to intermediaries or
end users, normally but not exclusively within a defined time
period."

There are also exchange offers, like in exchange of existing model

of television you can get a new model at a reduced price. You
may have also observed in your neighbouring markets notices of
“winter sale”, “summer sale”, “trade fairs”, “discount upto 50%”
and many other schemes to attract customers to buy certain
products. All these are incentives offered by manufacturers or
dealers to increase the sale of their goods. These incentives may
be in the form of free samples, gifts, discount coupons,
demonstrations, shows, contests etc. All these measures normally
motivate the customers to buy more and thus, it increases sales
of the product. This approach of selling goods is known as “Sales
Promotion”.

Objctives of Sales Promotion

i. To introduce new products
ii. To attract new customers and retain the existing ones
iii. To maintain sales of seasonal products
iv. To meet the challenge of competition

i) To introduce new products: Have you ever heard about

distribution of free samples?
Perhaps you know that many companies distribute free samples
while introducing new products. The consumers after using these
free samples may develop a taste for it and buy
the products later for consumption.
(ii)To attract new customers and retain the existing ones:
Sales promotion measures help to attract or create new
customers for the products. While moving in the market,
customers are generally attracted towards the product that offers
discount, gift, prize, etc
on buying. These are some of the tools used to encourage the
customers to ebuy the goods.
Thus, it helps to retain the existing customers, and at the same
time it also attracts some new customers to buy the product.
(iii) To maintain sales of seasonal products: There are some
products like air conditioner, fan, refrigerator, cooler, winter
clothes, room heater, sunscreen lotion, glycerin soap etc., which
are used only in particular seasons. To maintain the sale of these
types of products
normally the manufacturers and dealers give off-season discount.
For example, you can buy air conditioner in winter at a reduced
price. Similarly you may get discount on winter clothes
during summer.
(iv) To meet the challenge of competition: Today’s business
faces competition all the time. New products frequently come to
the market and at the same time improvement also takes
place. So sales promotion measures have become essential to
retain the market share of the seller or producer in the product-
market.

Tools of Sales Promotion

To increase the sale of any product manufactures or producers
adopt different measures like sample, gift, bonus, and many
more. These are known as tools or techniques or methods of sales
promotion. Let us know more about some of the commonly
used tools of sales promotion.

(i) Free samples: You might have received free samples of

shampoo, washing powder, coffee powder, etc. while purchasing
various items from the market. Sometimes these free samples are
also distributed by the shopkeeper even without purhasing any
item from his shop. These are distributed to attract consumers to
try out a new product and thereby create new customers. Some
businessmen distribute samples among selected persons in order
to popularize the product. For example, in the case of medicine
free samples are distributed among physicians, in the case of
textbooks, specimen copies are distributed among teachers.

(ii) Premium or Bonus offer: A milk shaker along with Nescafe,

mug with Bournvita, toothbrush with 500 grams of toothpaste,
30% extra in a pack of one kg. are the examples of premium or
bonus given free with the purchase of a product. They are
effective in inducing consumers to buy a particular product. This
is also useful for encouraging and rewarding existing
customers.

(iii) Exchange schemes: It refers to offering exchange of old

product for a new product at a price less than the original price of
the product. This is useful for drawing attention to product
improvement. ‘Bring your old mixer-cum-juicer and exchange it
for a new one just by paying Rs.500’ or ‘exchange your black and
white television with a colour television’ are various popular
examples of exchange scheme.

(iv) Price-off offer: Under this offer, products are sold at a price
lower than the original price. “Rs. 2 off on purchase of a lifebouy
soap, Rs. 15 off on a pack of 250 grams of Taj Mahal tea, Rs. 1000
off on cooler’ etc. are some of the common schemes. This type of
scheme is designed to boost up sales in off-season and
sometimes while introducing a new product in the market.

(v) Coupons: Sometimes, coupons are issued by manufacturers

either in the packet of a product or through an advertisement
printed in the newspaper or magazine or through mail. These
coupons can be presented to the retailer while buying the
product. The holder of the coupon gets the product at a discount.
For example, you might have come across coupons like, ‘show
this and get Rs. 15 off on purchase of 5 kg. of Annapurna Atta’.
The reduced price under this scheme attracts the attention of the
prospective customers towards new or improved products.

(vi) Fairs and Exhibitions: Fairs and exhibitions may be

organised at local, regional, national or international level to
introduce new products, demonstrate the products and to explain
special features and usefulness of the products. Goods are
displayed and demonstrated and their sale is also conducted at a
reasonable discount. ‘International Trade Fair’ in New Sales
Promotion
Delhi at Pragati Maidan, which is held from 14th to 27th
November every year, is a well-known example of Fairs and
Exhibitions as a tool of sales promotion.
(vii) Trading stamps: In case of some specific products trading
stamps are distributed among the customers according to the
value of their purchase. The customers are required to collect
these stamps of sufficient value within a particular period in order
to avail of some benefits. This tool induces customers to buy that
product more frequently to collect the stamps of required value.

(viii) Scratch and win offer: To induce the customer to buy a

particular product ‘scratch and win’ scheme is also offered. Under
this scheme a customer scratch a specific marked area on the
package of the product and gets the benefit according to the
message written there. In this way customers may get some item
free as mentioned on the marked area or may avail of price-off, or
sometimes visit different places on special tour arranged by the
manufacturers.
(ix) Money Back offer: Under this scheme customers are given
assurance that full value of the product will be returned to them if
they are not satisfied after using the product. This creates
confidence among the customers with regard to the quality of the
product. This technique is particularly useful while introducing
new products in the market.

Why sales promotion is important?

Sales promotion is important for consumers because

i. The consumer gets the product at a cheaper rate;

ii. It gives financial benefit to the customers by way of providing
prizes and sending them to visit different places;
iii. The consumer gets all information about the quality, features
and uses of different products;
iv. Certain schemes like money back offer creates confidence in
the mind of customers about the quality of goods; and
v. It helps to raise the standard of living of people. By exchanging
their old items they can use latest items available in the market.
Use of such goods improves their image in society.
 Hypercity
(There's more to discover)

Hypercity launches its first store in Amritsar

(Punjab)
Hypercity, India’s finest hypermarket chain launched its 1st store
in Amritsar. Hypercity retail ltd and Shoppers ltd of K Raheja
Group have entered i n Punjab with the launch of its stores in
Amritsar The sprawling 1,00,000 sq. ft. store is situated at
AlphaOne, on Main G.T. Road, Amritsar and offers a wide selection
of innovative products sourced from both local and global
markets, giving residents of Amritsar a chance to enjoy a truly
international shopping experience. The store will have
merchandise across categories viz. Food, grocery items, home
appliances, clothing, children’s toys, games and sports goods.

Speaking on the inauguration, Mr. BS Nagesh, Vice Chairman,

Hypercity Retail (I) Ltd. said, “We feel truly blessed to launch
Hypercity in Amritsar and offer the finest hypermarket experience
in India. This is our first store in Punjab and also marks our foray
into North India. Our brand promise of ‘There’s more to Discover’
is truly leveraged in our unique offering of quality products across
categories, at unbelievable prices and we’re confident that
Hypercity will resonate with the Amritsar customers”.

Spread across 1, 00,000 square feet of shopping area, the new

HyperCITY store will provide the audience of Amritsar an
international ambience where they can shop in comfort in a large,
modern and exciting environment. HyperCITY in Amritsar will
carry a range of over 45,000 branded products catering to needs
of the entire family. Customers will have the option to choose
from a wide array of products in every category ranging from
Fresh Produce, Food & Grocery, Home Care Products, Electronics
& Home Appliances, Home-ware, Furniture, Apparel and
Accessories, Lifestyle Products, Footwear and much more. At
HyperCITY, one can get a taste of a scrumptious selection of
breads, gourmet meats, seafood and foods from all over the
world.

At HyperCITY, customers can ‘discover’ something new and

exciting every time they walk into the store. The furniture section
offers a range of stylish and contemporary furniture for your
home at great value. Fully fitted concept rooms offer home
solutions and ideas to customers. Sports enthusiast and health
fitness conscious will find an exhaustive range of sports
equipment from leading brands. With its wide selection of fashion
clothing, accessories and footwear, HyperCITY offers everything
that the customer needs to step out in style.

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

What we are?
Hypermarket model -120000sq feet and above.

1. Best priced ,full super market within

2. Widest general merchandise range
3. Dominant assortments in chosen categories.
4. International shopping experience
5. ” Leisurement”

Store locations
1001 Malad -120000sq ft
1002 Vashi -110000 sq feet
1005 Jaipur -55000 sq feet

Facilities
1. ATM Facility for convenient cash withdrawal (HSBC)
2. Consumer finance (Bajaj Finance)
3. Disabled access to store and with wheelchair facilities
4. Hassle free shopping
5. Fasters checkout as of 30 checkout centers
6. Vodafone bill pay
7. Free gift wrapping

Organizational Hierarchy
 CEO

VICE
BUSINESS PRESIDENT
BUSINESS BUSINESS
CHIEF OF HEAD BUYING AND
OPERATIONS
HEAD- LEGAL HEAD HEAD-
MARKETING
HR HTT
/ VM MERCHADISI
NG

BUSINES
HEAD – HEAD-
BUSINESS
INSTITUTION BUSINES GENERAL
HEAD
AL HEAD FOOD MERCHANDIS
OPERATIONS
BUSINESS E
AND FASHION
CEO- Mr. John Wilcox
Vice President - Dharmendar Jain
Head Buying and Merchandising – Ashutosh Chakerdo
Head of General Merchandising – Rajiv Nair
Head of Operations – Siddarathan M
Business Head Technology – Veeneth Purshothaman
DISPLAY STRUCTURE IN HYPERCITY
Display plays an important role in promoting sales . Hypercity has
its own norms in respect to its display structure in all its stores.
Products are usually displayed on :
Aisle :
An aisle is, in general, a space for walking with rows of seats on
either side or with rows of seats on one side and a wall on the
other. aisles rarely are wide enough for 3 people to stand side-by-
side. Food aisles are where goods are displayed. At the end of
food aisles may be found crown end displays, where high-
margin goods are displayed for impulse purchase.
 Plinth
Plinth is case platform upon which a special display is given to the
product. In Hypercity no product is placed on the floor. To place
heavy products for eg sugar, detergents etc they use plinth. It is
basically wooden square shaped block used to give special
display to the product.

Bin
A "bin box" or pallet sized container: bulk box . Bin is basically
used to display offer stock to push sales . It is used to hold bulk
quantity of a particular product . Usually offer stock is displayed
there in huge quantity. Products having long shelf life are placed
there.

FIXTURE
There are basically two types of fixtures available in hypercity
1.Two tier
2.Three tier
Basically the products which are light weighted but require
special display as can add on to sale eg does, talc, soaps, and
moisturizers are placed there.
Fixtures help to attract customer’s attraction.

End cap
 End cap is a display for a product placed at the end of an aisle. It
is perceived to give a brand a competitive advantage. It is often
available for lease to a manufacturer in a retail environment. In the
retail marketing world, location is everything. One of the most
popular display areas for merchandise in a grocery or department
store is the hub at the end of an aisle, also known as the end cap.
An end cap is highly visible from the popular perimeter shopping
areas, and each aisle section contains four end caps. Competition
for the right to display products on an end cap can be very fierce,
especially among beverage and snack food companies. An end cap
usually contains items which have a higher profit margin, such as
carbonated sodas, savory snack foods and seasonal offerings.
Quite often the end cap will be stocked with a small supply of
items available in a neighboring aisle. The hope is that a customer
will visit the regular aisle if a particular flavor or size is no longer
available at the end cap. In this way, an end cap display serves as
a teaser for the larger assortment of products in the aisles. Even if
a customer has no need to venture down a particular aisle, the
convenience factor of grabbing a beverage or snack at the end cap
has its own appeal.
 Promotional tools used in hypercity
Various promotional techniques are adopted in the
hypermarket. These techniques help to push the sales and
thus increase stores profit and also help to provide better
understanding of the product to customer.
• PRICES
• LOWER ADVERTISEMENT
• PROMOTERS
• SHELF TALKERS
• SPECIAL WEDNESDAY OFFERS
• SPECIAL DISPALY
• HYPERCITY DISCOVERY CLUB CARD
• SAMPLING
• HYPERCITY EXCLUSIVE OFFERS

Lower Prices: Hyper city offer prices to its customers below the
MRP. It is the pricing strategy promising the consumer lower prices
without the need to wait for sale price event or comparison shop.
Lower prices is the important tool which helps to attract the
customer. Lower prices and convenient shopping help this
hypermarket to enhance its sales.

Advertisement: Advertising is form of communication intended to

persuade an audience to purchase or take some action upon
products or services. Advertisement help to provide brief detail of
product and its usefulness. The media for advertisement used by
Hypercity is newspaper ,online info. Weekly catalogues carrying
hyper city exclusive offers are given in the both local and national
newspapers ,so as to in reach of local people.

Promoters: Promoters are always there on the floor to help and

guide the customer. Promoters provide brief description about the
product to the customer and thus this help to increase net sales of
the Hypercity

Shelf talkers: Shelf talkers are in printed form carrying product

MRP and the kind of offer available on it . This made easy for the
customer to recognize the offer product . Shelf talkers are basically
talkers which talks with the customer and guide him in the
absence of promoter.

Special Wednesday offers : Wednesday is the cheapest day at

Hypercity . On Wednesday offers provided are even lower than
regular offers. Separate talkers are displayed on Wednesday
carrying offer which help to provide better visibility for the
customer there.

Special Display: Special display is given to the high selling

products which add value to the sales. To provide display Bin,
Plinth, End cap are used. This is the important promotional tool
used at Hypercity to increase sales.

Hyper city discovery club cards: These card are basically used
to create sense of belongingness among its esteem customers
.Through this card they become member of Hypercity . At
Hypercity certain products carry points on them which get stored
in your Discovery Club Card and you can redeem them whenever
you wishes .

Sampling: Sampling is used as promotional tool . Sampling

creates at point of awareness at the point of purchase and allows
customers to try the products that they may not have heard of or
be familiar with. Sampling is proven to improve repeat purchases
of product. Customers strolling down the aisles in stores on
weekends may find themselves surrounded by sampling and
demonstrations.

Hypercity Exclusive offers: At Hypercity there are certain

products carrying offers which are just Hypercity exclusive ie that
offer is not available in the market in general . This offer is
provided by the vendor to Hypercity store only.
Net effect of Promos on sales in the
Hypermarket
It is expected that display and promos brings 20% increase in the
net sales . So promos and special display is given to products
which can actually push the sales and help Hyper city to achieve
its targets. In Hypercity this whole planning and directing process
is carried out by Buying &Merchandising dept (B&M) and execution
is carried out by operations dept. Following are the certain SKU
(stock keeping unit) which supported the net promos and
display effect in month of June in comparison to May . These
SKU are selected from the different categories both food &non
food and information quoted is provided by B&M dept in
Hypercity Amritsar.
Categories are as follows
• Ready Food
• Instant Food
• Staples
• Beverages
• Homecare
• Personal Care

READY FOOD
Durin
g Pre
SKU Description Offer Offer MRP HCP Offer Offer
1000544 NUTTELLA CHOC SPREAD
08 350 34 15 200 175
RS.25/- off RS.25/- off
GM on mrp on mrp
1000077 Rs.11/- off Rs.11/- off
11 Parle Cheesling Jar 320g 95 24 60 49 on the MRP on the MRP
1001019 Britannia Good Day Buy 2 Rs.8/- off on Rs.8/- off on
22 Cashew Biscuits 250gm 223 128 23 for 38 the MRP the MRP

Buy 1 get Buy 1 get

Britannia Britannia
Biscuits Biscuits
1000147 Heinz Tomato Ketchup worth Rs 20 worth Rs 20
61 1kg 18 10 105 99 free free

1. IN SKU 100054408 there was an offer of Rs 25/- so net sales

have increased from 15 units to 34 units.

2. Next in second SKU i.e. 100007711 the sales has increased

from 24 units to 95 units in June month as comparative to
say.

3. The biggest example of display SKU 100101922 the sales has

increased from 223 units to 128 as the product was displayed
on Bin.

4. SKU 100014761 was an MC set (muti component set) it

was kitted product Heinz tomato ketchup was kitted with
Britannia biscuits. And thus sales were boost up.

INSTANT FOOD

Durin
g Pre
Sku Description offer offer MRP HCP OFFER
1000226
20 QUAKER 400 GM PACK 25 9 55 50 Rs. 5 off on MRP
1000037 TOP RAMEN NOD MASALA FREE TOP RAMEN NOD
65 480 GM P 44 21 50 45 CURRY 80 GM P worth Rs.14
1000221 WAI WAI 123 NOODLESVEG
43 75 GM 183 116 10 10 Buy 4 get 1 free
BAMBINO MACRONI
1E+08 ELBOW 1000GM 53 5 58 49 Rs 9 Off on MRP
MAGGI PAZZTA
MASALA PENNE
1E+08 65GM 295 147

1. The sale of SKU 10002260 has increased up from 9 units to

25 units in month of June by just making the offer of Rs5/-

2. Wai Wai noodles 75 gm sales has increased from 116 units to

183 units as it was a MC set , top ramen noodles were free with
product.

3. Just providing display and making off of Rs 9/- on MRP of

Bambino macaroni the sales shot up to 53 units as comparative
to 5 units in May. The product was displayed in Bin.

4. The SKU 10025656 sales has improved just because of

display i.e. on fixture .Sales has jumped up from 147 units to
295 units.

BEVERAGES

SKU During pre

Number SKU Description offer offer HCP offer
special
100183986 LIMCA PET 500ML 5701 951 22 price off
special
100100069 SLICE 500ML PET 3557 507 24.99 price off
special
100183975 COKE PET 500ML 2874 1513 22 price off
special
100021139 PEPSI COLA 2 LTR 4585 3657 59.49 price off
MOUNTAIN DEW 2LTR special
100100746 PET 2514 3891 59.49 price off
 The sale of above categories has increased tremendously just
by providing it display at End Cap and moreover it has
seasonal impact. The sale of all the Sku’s has boosted up. For
eg sale of Limca pet 500ml has increased from 951 units to
5701units and thus add value to hypercity sales.

Staples
SKU during
Number SKU Description offer pre offer HCP offer
HYPERCITY SUGAR PR 5
100022197 KG 1282 1359 177 special price
100008984 TATA SALT 1 KG PP 860 529 11.88 special price
HYPERCITY CHANNA DAL
100020377 1 KG 545 427 39 special price
LAXMI MUSTARD OIL 1
100229004 LTR PET 493 542 65.49 special price

1. The sale of Hypercity sugar has decreased from 1359

units to 1282 due to not providing it proper display
2. The sale of Tata Salt has increased from 529 to860 and
providing special price to the product lower than MRP.
3. The unit sale of Hypercity Channa Dal has increased due
to promotional strategy of lower price.
4. Laxmi mustard oil sales has increased due to
comparatively lower price than other mustard oil brands

Homecare
durin
g preoff mr
Sku Description offer er p Offer
get scotch brite floor
1002441 TERZO FLOOR 104 cleaning cloth free worth Rs
32 CLEANER 500ML 37 45 25/-
1001665 SCOTCH BRITE FLOR 159
64 CLEANG CLOTH 130 25
1001067 MR MUSCLE KITCHN 13
65 TRIGER 500 ML 19 70 10rs off
 1002561 RIO MOPX FLOOR 15
101
89 CLEANER 5 LTR 101 0 11rs off on mrp

1. Terzo Floor Cleaner 500ml is kitted up with scotch up brite

floor cleaner worth Rs 25/- and thus is a MC set ie most
selling product in Home care in june month and help to
push sales as it attract customers attraction.
2. The sale of SKU 100166564 has fallen down because it is
not displayed properly.
3. The sale of Mr. Muscle Kitchen Trigger has increased due
to availability RS 10/- below MRP
4. Rio Mopx Floor Cleaner was displayed on plinth and thus
can easily be observed by customer and thus the product
sale has boosted up.

Personal care
duri
ng Preoffmr
Sku Description offer er p Offer
100187 VAS HEALTHY WHTE 13 get 1 ponds daily face
498 BDY LTN 300ML 125 50 9 wash 50 ml free
100006 PONDS DRM FLWR get 1 ponds daily face
899 MAGC TALC 400GM 136 39 95 wash 50 ml free
100007 PONDS OILCTRL TALC get 1 ponds daily face
082 400GM 40 12 97 wash 50 ml free
1000070 PEARS FACE WASH Buy 2 Pears Face
50 60GM 79 2 Wash, get Rs 15 off
1000070 PEPSODENT 2 IN 1 TP
56 150GM 149 45

1. By providing a free ponds face wash and display at fixture in

month of June the sales of Vaseline healthy white body ltn
300ml the sales has increased of ltn has increased from50
units to 125.
2. Similarly by providing display and free face wash with ponds
drm flower magic and oil control 400gm the sales has
increased tremendously from 39 to 136 and from12 to 40 units
3. Due to price off at Pears face wash 60 gm the sales has
increased from just 2 units to 79 unit
4. The pepsodent 2 in 1 tp 150gm sales has increased from 45
units to 149 units

Net sales of 6 weeks starting from June

week week week week week week
1 Food 8 9 10 11 12 13
28598 39314 53055 43913 39174 35309
101 Staples 9 7 5 4 6 9
Ready 39788 60080 57264 72807 60302 59249
102 Food 5 6 8 6 5 0
Instant 14492 15738 15448 16168 14535
103 Food 94052 8 6 1 9 0
 Beverag 50935 48112 43765 74360 53228 42301
104 es 8 3 0 5 7 4
Home 40897 47014 31023 34810 19466 19836
105 Care 0 1 0 8 3 5
Personal 67460 70749 69394 63896 63896 60832
106 Care 2 7 0 3 3 8
Fruits 20715 26878 29069 27739 27739 25520
107 &veg 2 1 8 7 7 8
108 Liquor 0 0 0 0 0 0
Gourmet
109 Food 9109 18782 14499 25907 8934 11944
Meat & 10569 12882 14336 12083
110 Fish 74924 96771 0 1 0 2
Meals to 10725 13016 15436
111 go 64425 83005 98000 1 1 0
112 Bakery 22617 26253 27558 31263 27669 28674
11025 15836 15931 15509 14565 14644
113 Dairy 1 6 1 7 9 3
114 Frozen 37273 59475 62079 69808 69889 61588
25871 35090 34602 38577 32849 30996
total 16 75 45 11 42 95
 Effect of sampling on Sales
Below is the week wise performance of Tulsi Tea. Average per day sale of
Tulsi is very bad. But after Sampling it started improving

05 June To 12 June To 19 June To

06 June 13 June 20 June
SKU Net Net Net Net Net Net
Number Item Description Qty Sales Qty Sales Qty Sales
TULSI GRN 25 TEA BAGS
100005304 PACK GM 8 713 8 713 18 1604
TULSI ENGLISH BREAKFAST
100170217 18TBAG 0 0 0 0 0 0
100005301 TULSI TEA GREEN 100 GM 4 607 6 910 9 1365
100005306 TULSI TEA GREEN 50 GM 1 71 2 142 0 0
TULSI CHAI MAS 25 TEABAG
100005313 GM 1 79 0 0 0 0
TULSI GIN 25 TEABAGS PACK
100005296 GM 2 147 1 73 5 367
TULSI JASMINE GREEN 18
100170228 TEA BAG 0 0 2 176 0 0
100170227 TULSI MULETHI 18 TEA BAG 0 0 1 82 3 247
 TULSI SWEET LEMON 18 TEA
100170480 BAG 2 176 4 353 1 88
100170220 TULSI SWEET ROSE 18TBAG 0 0 0 0 0 0
100005295 TULSI TEA GINGER 100 GM 1 122 1 122 0 0
100005299 TULSI TEA GINGER 50 GM 1 52 1 52 0 0
100005291 TULSI TEA ORIGINAL 50 GM 0 0 2 103 0 0
TULSI TEA CHAI MASALA
100005307 100GM 0 0 2 282 0 0
10000527 TULSI TEA TULSI ORG
6 100 GM 0 0 3 367 1 122
TULSI TEA CHAI MASALA 50
100005314 GM 1 64 1 64 1 64
TULSI TEA ORG 25 T BAGS
100005289 GM 1 73 1 73 1 73
Total 22 2104 35 3513 39 3931

From above chart we can figure this out that after sampling
sales has improved. Thus Sampling is very important tool of
sales promotion.
The sampling of Tulsi Tea is done in the month of June and thus
achieved highest sales in that month in comparison to other
two previous months
 Status of Average Weekly sales during last
three periods(April,May,June)
avg
sub dept weekly
id class name sales ) Status
101- Period1 period 2 period 3
staples (April) (may) (June)
101-
satples 367 361 411 growth
pulses 37 86 99 growth
Cereals 88 37 41 growth
flours 24 24 26 growth
spicemasala1
27 127 1189 111 growth
edible oil 90 95 111 growth

102-ready
food
ready food 424 411 565 growth
savories 147 137 216 growth
biscuits 70 92 103 growth
confectionery 129 110 166 growth
sauces 16 13 18 growth
pickels&chutn degrow
eys 22 21 21 th
103-
instant
food 128 105 138 growth
103-
instant noodles
food soups 66 52 70 growth
desserts 10 8 11 growth
ready to fry 8 7 12 growth
degrow
canned food 4 5 3 th

104_bever
ages 685 424 486 growth
104_bever
ages drink juices 605 354 399 growth
tea coffee 57 53 68 growth
health drinks 24 17 19 growth

105- degrow
homecare 190 309 236 th
105- degrow
homecare detergents 59 189 107 th
household
cleaning 41 48 49 growth
disposables 25 19 23 growth
degrow
shoe care 4 5 5 th

106-
personalca
re 463 526 567 growth
106-
personalca personal degrow
re hygiene 90 118 95 th
hair care 82 76 88 growth
oral care 40 38 52 growth
sanitary degrow
needs 22 45 19 th
Till Date sales position of
Hypercity
a