Download - Marketing research- lulu hypermarket
Presented by:Group 7Section B
TABLE OF CONTENTS
• I N T R O D U C T I O N
• R E S E A R C H O B J E C T I V E
• S W O T A N A LY S I S
• B R A N D P O S I T I O N I N G
• M A R K E T I N G M I X
• C O M PA R AT I V E A N A LY S I S S p i n n e y s C a r r e f o u r C h o i t h r a m s
• R E C O M M E N D AT I O N S
About LULUIndustry RetailFounded Late 1990sHeadquarters Abu Dhabi ,UAENumber of locations 117 stores
Area served Middle east, Asia, Africa
Key people M. A. Yousuf Ali (Managing Director)Revenue $5 billion (2014)Parent LuLu Group InternationalSlogan "Where the world comes to shop!"Website luluhypermarket.com
• .
VISIONTo become a truly global retail
brand by retaining our No.1 position in the organized retail sector of the regions strive to be the most preferred employer for
and current and future multi-ethnic employees
MISSIONTo provide a unique shopping experience to the customers with unmatched quality in terms of products & services, while continuously exploring new market opportunities and adding value to all the business associates.
RESEARCH OBJECTIVE
To gain insight into Lulu Hypermarket, &compare the brand to its competitors w.r.t the customer satisfaction in the GCC retail market
Strengths32% GCC Market Share
Good Quality and large varietyBrand Loyalty - Old Chain
Fastest Growing Retailer in GCC - Deloitte SurveyMultiple CSR Initiatives
WeaknessesLack of Qualified/Trained Staff
Neglected Customer Feedback - Poor CRM
OpportunitiesGlobal Expansion – UK-logistics, East Asia(Malaysia,
Indonesia), GCCOwn Label Products
Health Conscious CustomersCustomer Loyalty Programs and Collaboration with Banks
Social Media Marketing
ThreatsCompetitors - International Mass Grocery Retailers
Political Instability Loss of Reputation due to poor CRM
SWOT
PROMOTIONAL SCHEMES
Lulu Hypermarket – “Where the World comes to Shop”
• Sprawling parking spaces, play areas for children, food court, money exchange and bank counters
• Panoply of international and regional brands
• One stop shop for all home needs. Justifying its tagline - "LuLu, where the world comes to shop”. • CSR – multiple large scale initiatives.
• Large Network - Oman, Qatar, Kuwait, Bahrain, Yemen, Egypt, Saudi Arabia and India.
BRAND POSITIONING
Clothing7%
Eateries39%
Electronics12%
Grocery42%
Products purchased
Clothing
Eateries
Electronics
Grocery
25%
48%
23%
5%
Time Spent
0-0.5
0.5-1.5
1.5-2.5
2.5+
23%
10%
23%25%
20%
Why they prefer Lulu over others?
NeutralDistanceMembershipPick-Up ServiceOthers
30%
18%13%
30%
10%
Hygiene factors matter as much as the deals
Strongly DisagreeDisagreeNeutralAgreeStrongly Agree
OUR SURVERY RESULTS
Sample Size: 40
7 P’s
PRICECompetitive PricesPRODUCT Convenience StoresPROMOTIONAdvertising, Social Presence, PR, CSEPLACEPhysical and Online Store. All across GCCPROCESSSupply Chain, Inventory ManagementPEOPLEEmployees, Customer Service, Culture-CSRPHYSICAL EVIDENCEOnline Reviews, Recommendations, Additional Facilities
LAUTERBORN’S 4 C’S
CONSUMER Variety, Assurance, QualityCOST Total value to customer – Travelling, Method Of Payment, time investedCOMMUNICATION Direct, Private chat on website, social media responseCONVENIENCE e-retail website, unique pick-away service, large presence.
3 V’s
SEGMENTGeneral coverage includes the native demographics- all except blue collar workers, with emphasis on Indian population
PROPOSITONVariety, Quality and Availability
NETWORKPhysical stores, now aided by online options as well
COMPARATIVE ANALYSIS
CARREFOURStarted operations in France, 1958.Among the largest- 1,452 hypermarkets at the end of 2011Major Competition to Lulu Hypermarket.Large reach - Europe, Argentina, Bahrain, Brazil, China, Dominican Republic, Iran, United Arab Emirates, Qatar, Lebanon, Kuwait and Saudi Arabia
CHOITHRAMSCame to UAE in 1974 More than 33 supermarkets in the emirates.Expansion into Oman, Bahrain and QatarWholesaling, Commodity Brokerage, and Manufacturing of edible and non-edible items
SPINNEYSPremium supermarket retailer in the Middle East. Started operations in Egypt in 1924.30 Spinneys stores in the UAE Plans aggressive expansion across the Middle East, North Africa and South Asia.Low market presence as of now. Hardly any Social Media presence
ONLINE PRESENCE
COMPARATIVE ANALYSIS
PERCEPTUAL MAPPING
Recommendations • Expansion to other countries• Promote Own Label Products • Enter into the organic and private label segments• Train staff better and provide better CRM• Expand ready to eat and baked food section • Continue with the same segmentation strategy• Continue with Social Media marketing • Market CSR projects better• Customer Loyalty programs should be promoted more
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