Transcript
PROJECT
ON
“CUSTOMER PROFILLING, SALES AND
COMPETITOR ANALYSIS OF Hi-Tech SECTION OF
HYPERCITY MALAD”
Sameer ShrivastavaPGDMRMM 58
HyperCITY Reatil (India) Ltd.
Flow of PresentationRetail IndustryRetailing IndiaEntry of MNC’sHyperCITYObjectiveResearch MethodologyAnalysis & FindingsReasons for loss of saleLearningsLimitation of ResearchRecommendationBibliography
HyperCITY Reatil (India) Ltd.
Retail Industry
HyperCITY Reatil (India) Ltd.
Retailing India
Retail industry accounts for 35% of the total Indian GDP.
Organized retail accounts for only 5%.
India has topped the Global Retail Development Index (GDRI) for the third consecutive year
With over 1000 hypermarkets and 3000 supermarkets projects to come by 2011.
HyperCITY Reatil (India) Ltd.
Entry of MNCs
World’s largest store by sales, Wal-Mart Stores Inc and Sunil Mittal’s Bharti Enterprise joint venture.
World’s largest store by sales, Carrefour is planning to setup two business entities in the country one for its cash-and-carry business and the other a master franchisee.
World’s largest store by sales, Costco Wholesale corp. Known for its warehouse club model is also interested in coming to India and is waiting for the right opportutnity.
HyperCITY Reatil (India) Ltd.
Industry Overview
Impact of the global meltdown Organized retail penetration which was expected to touch 16% by 2012 from the current 5%, is likely to trace 10.4% only.
HyperCITY Reatil (India) Ltd.
Net Sales Growth
Falling footfalls
Poor conversion ratio
HyperCITY Reatil (India) Ltd.
Some Reasons for disappointment
Poor Infrastructure
Absence of a Mature Third Party Logistics Industry
Fragmented Supply Base
Rentals-skyrocketing to all Time High
HyperCITY Reatil (India) Ltd.
HyperCity Established – 2006
Developer – K. Raheja corp.
CEO – Mark Ashman
Vice Chairman – B.S. Nagesh
Chief of operation – Jhon Wilcox
No. of store – 7 HyperCITY Reatil (India) Ltd.
Objectives Customer Profiling of Hi-Tech section
Customer buying behavior
Competitor analysis
DCC analysis
Promotional analysisHyperCITY Reatil (India) Ltd.
Research Methodology
HyperCITY Reatil (India) Ltd.
Analysis & Findings
Customer Profiling
HyperCITY Reatil (India) Ltd.
Occupation Customer Age GroupHyperCITY Reatil (India) Ltd.
Marital Status
Gender Breakup
HyperCITY Reatil (India) Ltd.
HyperCITY Reatil (India) Ltd.Catchment Area Income Breakup
Consumer Behavior
HyperCITY Reatil (India) Ltd.
Consumer BehaviorHow often do you visit HyperCity
Do you get all the brands with us for which you looking for.
HyperCITY Reatil (India) Ltd.
Do you find our offer competitive to that of the market offers.
Do you find our pricing competitive to market.
HyperCITY Reatil (India) Ltd.
Do you consider Hypercity to be a destination store for the Hi-Tech Products?
Do you get sufficient assistance from our Team to help you buy (Hi-Tech section).
HyperCITY Reatil (India) Ltd.
Competitor Analysis
V/S
HyperCITY Reatil (India) Ltd.
Nokia 5233 Blackberry 8520
HyperCITY Reatil (India) Ltd.
Olympus FE-46 Canon EOS 1000 D
HyperCITY Reatil (India) Ltd.
Kodak C142 Acer 4740 3GB W7P
HyperCITY Reatil (India) Ltd.
HP DV6 2159TX HP Netbook 210-1100TU
HyperCITY Reatil (India) Ltd.
Month - July
HyperCITY Reatil (India) Ltd.
E72 Nokia D-3000 Nikon Camera
HyperCITY Reatil (India) Ltd.
1000D Nikon Camera 14R Dell Laptop
HyperCITY Reatil (India) Ltd.
DCC Analysis
HyperCITY Reatil (India) Ltd.
Do you have HyperCITY Discovery Club Card
Do you get informed by our associate about the Discovery Card.
HyperCITY Reatil (India) Ltd.
Do associates ask for card before billing
How often customers use their Discovery Card.
HyperCITY Reatil (India) Ltd.
Advertisementl Analysis- 12th June 2010
Malad
HyperCITY Reatil (India) Ltd.
Objective: To understand the awareness, penetration & extraction of HyperCITY advertisement, to gauge its effectiveness.
Sample Size: 130
HyperCITY Reatil (India) Ltd.
Area of Residence Area Of Residence No of customers
Malad 36
Kandivali 16
Andheri 18
Borivali 6
Goregaon 25
Vasai 2
Other Places included Virar, Mahim, Dahisar, Parle, Dongri, Byculla .
HyperCITY Reatil (India) Ltd.
HyperCITY Reatil (India) Ltd.
No. of Customers- Saw the AdResponse No. of customers
YES 21
NO 109
HyperCITY Reatil (India) Ltd.
No. of Customers-Reason for their Visit
HyperCITY Ad No. of customers
YES 6
NO 124
HyperCITY Reatil (India) Ltd.
No. of Customers-Reason for Purchase
HyperCITY Catalogue No. of customers
YES 5
NO 125
HyperCITY Reatil (India) Ltd.
Rating For the Advertisement
Parameter Average of the Rating Given by Customers
Look and Feel 3.44
Offer Attractiveness 3
Message 2.88
HyperCITY Reatil (India) Ltd.
Poor inventory controlHigh priceAbsence of the new modelPoor customer assistanceLack of the finance optionDisplay peacePoor product knowledgePoor brand recall as a destination store
in White Goods Section.Rigid payment option
Reason for loss of sale
HyperCITY Reatil (India) Ltd.
Process in CDIT SectionGlobal countPICSNegative inventoryRTV RGP & NRGPCode managementMerchandising patternSales Process Customer handling
Learning's
HyperCITY Reatil (India) Ltd.
Consumer profiling of the competitor has been done through the customer of HyperCITY, so it won’t be a genuine profiling, we can get some kind of idea of customer visiting our competitor, not a complete profile.
The data has been collected from customer whom we interviewed in HAM department, there is a possibility of customers who had visited HAM department but, been not interviewed.
The method used here in sampling is convenience sampling which can lead to biasness in the result.
Observation method is used in the study to know the consumer behavior which can be interpreted wrongly.
Sample size taken is 150 which may not be true representation of complete customer profile of HyperCITY.
The data has been collected from HyperCITY itself, so some kind of biasness towards HyperCITY is expected from respondent.
Limitation of Research
HyperCITY Reatil (India) Ltd.
In our study, we found out that the customers visiting the store are residing within the area of 2km - 6km, such as Andheri, Kandevali etc. Hence, more focus should be given on these set of customers through marketing activities to convert them to loyal customers such as mobile vans, hoardings etc.
The major factor for Loss of Sales was most goods were ‘Out of Stock’ most of the time, hence more focus should be given here by Buying and Merchandising team to reduce it and also at the Distribution center end.
Viral marketing through social networking media like facebook.com etc. should
be incorporated. In our study we can see that the youth from age group of 18-24 yrs of age visit less as compared to the customers of age group 24-35 yrs and 35-44 yrs. Social media optimization would enable us to attract more youth towards the store.
We need to give CDIT specific catalogue advertisements on a fortnightly basis.
Vijay Sales is an aggressive player in this particular segment. Proper utilization of ad space is very necessary. Our study shows that 61% of
our sample size read Times of India out of which 41% have not seen the advertisement.
Recommendation
HyperCITY Reatil (India) Ltd.
Bibliography
http://www.indiaretailforum.in/http://www.rai.net.in/http://www.hypercityindia.com/
index.asphttp://www.wikipedia.org/The Marketing White Book 2010-
2011
HyperCITY Reatil (India) Ltd.
HyperCITY Reatil (India) Ltd.
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