To study the various aspects of HyperCITY regarding sales, operations, marketing and understand the consumer perception, satisfaction level & Various strategies to retain customers.

To study the various aspects of HyperCITY regarding sales, operations, marketing andunderstand the consumer perception, satisfaction level & Various strategies to retain customers.

Submitted by: Tushar Rathi

Type : Hypermarket Industry : Retail Founded : 2006 Headquarters : Mumbai, Maharashtra, IndiaParent : K. Raheja Group Spread : Currently 13 stores in 9 citiesWebsite : www.hypercityindia.com

Vision To be an integral part of customer lives, by offering them high quality shopping experience through great products at ever better prices.

MissionHyperCITY provides an international shopping experience, where customers can shop in comfort in a large, modern, & exciting environment. With the widest range of products sourced from around the world, HyperCITY is India's favorite Hypermarket.

ProductsFood & grocery Health & beautyHome & furnitureFashionElectronicsToysSports

ServicesHyperCITY Extended WarrantyAccepts all International CardsHome DeliveryExchange PolicyRepairs & WarrantyGift Vouchers Currency exchange

Product Portfolio

Project Objectives

To learn various aspects of HyperCITY regarding:SalesOperationsMarketingTo study the Consumers Perceptions and satisfaction towards various aspects of HyperCITY .

To know the Product knowledge & promotional tools adapted by Organized Retailers in Mumbai.

Understanding the needs of the customers.

To study about the changes those customers wants in HyperCITY.

To suggest improvements to HyperCITY based on my analysis and understanding..

Task assigned Operation and sales:

MerchandisingStore postPrice checkStock takeRTVCSD/CheckoutsInstallation of new fixtures Refilling Staff management

Marketing

In store brandingOutdoor brandingVisual merchandising Basket comparison SWOT analysis Competition mappingEvents: Chhota Bheem, T-shirt fest , drawing competitionCSR Activities: Tie-ups with NGOs Market research: survey on womens ethnic wear, Customer satisfaction survey.

I studied the employee book properly to understand all the operations properly.

Followed the task list: It helps in scheduling of the whole day work.

Divided work among the service associates.

Refitting and installation of better fixtures to improve look of store and convenience of the customers.

Floor movement register is maintained.

Proper use of merchandize management system to avoid the problem of stock out.

Making note of work done and the work to be done on daily and weekly basis.

AchievementsCorporate tie ups: tie up with Costa coffee, VLCC, Enrich and Tunga Regenza 5 star hotel, Vasundhara restaurant. Etc.

Societal tie-ups: The task of societal tie-up and promotion was done successfully for which our marketing team got 55000+ incentive

SWOT analysis of all the competitors.

Competition mapping

Basket comparison on weekly basis.

Events: T-shirt fest (inhouse brands), drawing competition (fabre castle), free medical checkup.. (T shirt painting event lead to sales of T shirt worth Rs. 30,000 in 3 days).

CSR Activities: Tie-ups with NGO (Green peace)

Market research: survey on womens ethnic wear, Customer satisfaction survey.

Central: Oberoi mall, GoregaonLifestyle: Inorbit, MaladHomestop: Inorbit, MaladHypercity: MaladTangent: MaladBigBazzar: Kandivali Westside: Infinity, MaladHomestop: Inorbit, VashiEasy day: Kharghar D-Mart: Sea woodD-Mart:JuinagarShoppers stop: Inorbit, VashiGlobus: Inorbit, Vashi Max: Inorbit, VashiStar bazzar: Korum mall, ThanePantaloons: Infinity mall, MaladReliance Trends: Infinity, MaladSpencers: Inorbit, Malad Lifestyle: Inorbit, Malad Hypercity : MaladMarkers & Spencers: Rmall , ThaneWest side: Vashi

Retail marketingVisual merchandisingCross merchandisingPrice bundlingReceivingInventory mnagementCode managementColor blocking & size blockingStaff managementPricing

Learning

Long working hours during weekends.Customer handling.

Challenges

F-2 desk to increase sales and customer satisfaction.

Customer service is a major issue so service Associates should be trained to attend customers in a better way.

Over stacking of products should be avoided.Soft tags should be used to avoid pilferage.

More no. of employees should be assigned for huge departments like home ware and needs.

More focus on visibility

Canteen

The main factors that affect the retail business in location.

Indians Consumers are price sensitive they seek value for money so price also matter for Indian customers.

The purchasing pattern of the people in one location is totally different from other location in Mumbai city.

Customers service is not so much important in grocery retail, Quality & Price matter a lot.

The reason for which people prefer to buy from organized retail store is variety of product available under one roof and customer has not to move from one shop to another shop for his/her daily needs.

Most of the people in Mumbai use to purchase their daily needs whenever they require.

tushar\survey.pptxBasket Comparision.docx

Thank You and happy shopping!!!