1. “To study the various aspects of HyperCITY regarding sales,
operations, marketing and
understand the consumer perception, satisfaction level &
Various strategies to retain customers.”
Submitted by: Tushar Rathi
2. * Type : Hypermarket
* Industry : Retail
* Founded : 2006
* Headquarters : Mumbai, Maharashtra, India
* Parent : K. Raheja Group
* Spread : Currently 13 stores in 9 cities
* Website : www.hypercityindia.com
3. Vision
“To be an integral part of customer lives, by offering them high
quality shopping experience through great products at ever
better prices.”
Mission
“HyperCITY 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. “
4. • Stringent Economic
measures by Government
and RBI
• Entry of foreign firms in
Indian Market.
• Large no. of existing
competitors.
• High income Urban
families
• More penetration into the
growing cities
• High risk exposure as seen
by conservative population
• Less emphasis on
advertising causes lack of
brand visibility.
• Lack of product brands
• Wide range of products &
services
• Low price
• Good number of in house
brands which helps in
reducing cost.
• Use of advanced
technology for improving
operations. Strengths Weaknesses
Threats Opportunities
5. * Food & grocery
* Health & beauty
* Home & furniture
* Fashion
* Electronics
* Toys
* Sports
* HyperCITY Extended Warranty
* Accepts all International
Cards
* Home Delivery
* Exchange Policy
* Repairs & Warranty
* Gift Vouchers
* Currency exchange
*
6. PROJECT OBJECTIVES
To learn various aspects of HyperCITY regarding:
Sales
Operations
Marketing
• To 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
7. Task assigned
Operation and sales:
Merchandising
Store post
Price check
Stock take
RTV
CSD/Checkouts
Installation of new fixtures
Refilling
Staff management
Marketing
In store branding
Outdoor branding
Visual merchandising
Basket comparison
SWOT analysis
Competition mapping
Events: Chhota Bheem, T-shirt
fest , drawing competition
CSR Activities: Tie-ups with
NGOs
Market research: survey on
women’s ethnic wear,
Customer satisfaction survey.
8. • 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.
9. ACHIEVEMENTS
Corporate 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
10. • 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 women’s ethnic wear,
Customer satisfaction survey.
13. Challenges
Long working hours during weekends.
Customer handling.
14. 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
15. • 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.
• Customer’s 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.
