Final Presentation 1

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


Retail Industry


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.


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.


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.


Net Sales Growth

Falling footfalls

Poor conversion ratio


Some Reasons for disappointment

Poor Infrastructure

Absence of a Mature Third Party Logistics Industry

Fragmented Supply Base

Rentals-skyrocketing to all Time High


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


Analysis & Findings

Customer Profiling


Occupation Customer Age GroupHyperCITY Reatil (India) Ltd.

Marital Status

Gender Breakup


HyperCITY Reatil (India) Ltd.Catchment Area Income Breakup

Consumer Behavior


Consumer BehaviorHow often do you visit HyperCity

Do you get all the brands with us for which you looking for.


Do you find our offer competitive to that of the market offers.

Do you find our pricing competitive to market.


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).


Competitor Analysis

V/S


Nokia 5233 Blackberry 8520


Olympus FE-46 Canon EOS 1000 D


Kodak C142 Acer 4740 3GB W7P


HP DV6 2159TX HP Netbook 210-1100TU


Month - July


E72 Nokia D-3000 Nikon Camera


1000D Nikon Camera 14R Dell Laptop


DCC Analysis


Do you have HyperCITY Discovery Club Card

Do you get informed by our associate about the Discovery Card.


Do associates ask for card before billing

How often customers use their Discovery Card.


Advertisementl Analysis- 12th June 2010

Malad


Objective: To understand the awareness, penetration & extraction of HyperCITY advertisement, to gauge its effectiveness.

Sample Size: 130


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 .



No. of Customers- Saw the AdResponse No. of customers

YES 21

NO 109


No. of Customers-Reason for their Visit

HyperCITY Ad No. of customers

YES 6

NO 124


No. of Customers-Reason for Purchase

HyperCITY Catalogue No. of customers

YES 5

NO 125


Rating For the Advertisement

Parameter Average of the Rating Given by Customers

Look and Feel 3.44

Offer Attractiveness 3

Message 2.88


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


Process in CDIT SectionGlobal countPICSNegative inventoryRTV RGP & NRGPCode managementMerchandising patternSales Process Customer handling

Learning's


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


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


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



Final Presentation 1

Documents

organized retail accounts

section customer

industry overview

customer profilling

net sales growth

business entities

ceo mark ashman vice

walmart stores