HyperCITY internship Project June 2015
- 1. Internship project Report Market Research for Buying and Merchandising – Fashion Category Merchandise Development Plan - Accessory category HyperCITY Retail India Ltd. By: Anagha Tambe
- 2. HyperCITY Big store. Big savings • India’s 1st retail store where everything is under one roof. • An international shopping experience, where customers can shop in comfort in a large, modern & exciting environment. • widest range of products sourced from around the world • Location- Mumbai, Bangalore, Hydrabad, Jaipur , Amritsar and Pune
- 3. Vision and Mission “To be an integral part of customer lives, by offering them high quality shopping experience through great products at ever better prices.”
- 4. Categories Food & Grocery Health & Beauty Fashion Electronics Sports Home & Furnishing Toys
- 5. Shops in Shops Services provided by Hypercity Spa & saloon- Orchid Thai spa and Enrich Travelex- foreign exchange and money transfer Restaurants & café- Subway, Bistro, Café Coffee Day, Swirls, Gelato, Fisheteria, Living Liquidz & Fresh Basket bakery Crossword Mahindra & Mahindra Vodafone gallery ATM Pressto Kodak Picture studio Travelguru Furtados
- 6. Project I Market Research Report Buying and Merchandising Fashion Category
- 7. Mind mapping A net loss of Rs 88 crore in FY12 scaling down low-margin categories- electronics focus on high-margin ones – apparel Growth of Non-food category double the apparel penetration Increase apparel contribution Research- Fashion, Toys Sports Stationery
- 8. Objective • Provide inputs to enable managers to take decision about penetration of new brands or private labels in the market. • Finding out the areas where HyperCITY is not doing well (Reason and solutions) • Study of brand image • Study of competitor’s offerings in terms of merchandise, services, store experience, display • Study of consumer behaviour
- 9. Research Methodology SAMPLING METHOD Sample selection Method- Probability- random Sample Size- 100 customers DATA COLLECTION METHOD Secondary Data Collection • Internet • Observation Primary Data Collection • Survey Questionnaire • General Conversation
- 10. 65% of the total sample is working population 47% of population who prefer other stores for shopping, prefer shopping malls, brand’s outlet or departmental stores 17% 29%48% 6% Occupation Busines s HW Service67% 33% Gender Female Male 53% 47% Shopping preference Hypercity Other DEMOGRAPHICS AND PREFERENCE
- 11. 0% 59% 15% 22% 4% Frequency of visit Once in a week Once in a month Once in 3 months 2-3 times a month Rarely Maximum population visit store once in a month No customer visit store weekly because the store is not located near their residence
- 12. TYPES OF CLOTHES CUSTOMERS PREFER BUYIN Casuals 40% Formals 52% Party- wear 8% Shopping Preference Customers prefer shopping formal wear 52% customers prefer shopping Formal wear 40% customers prefer Casuals and Only 8% prefer Party wear
- 13. As per the graph, women prefer Casuals and Formals. Men prefer buying Formals As customers visit store at least Once in a month, they prefer Buying Casuals and formals. As per the graph, launching Women’s formal wear will be beneficial There is good scope for Men’s formal wear also. Party wear has less demand PREFERENCE OF BUYING DIFFERENT TYPES OF APP 46% 42% 12% Women Casuals Formals Party- wear 27% 73% 0% Men Casuals Formals Party-wear
- 14. 46% 38% 16% Are you satisfied with the variety of apparels offered by us? Satisfied Quite satisfied Not satisfied 57% 43% Are you satisfied with the brands available in Hypercity? Satisfied Not satisfied Brand and variety satisfaction
- 15. Price 13% Quality 3% Product range 47% Other 37% 13% customers think price can be the reason for not buying apparels from HyperCITY. 3% say its quality 47% people say Product range can be the reason for people not buying apparels from HyperCITY. As people are satisfied with HyperCITY They don’t find any reason for not buying from HyperCITY. These people come under others category Some people have problem with size in some brands (other category) REASON FOR NOT BUYING APPARELS FROM HYPERCITY
- 16. Ranks given for HyperCITY Fashion category 76 75 42 92 97 74 95 64 24 25 58 8 3 26 5 36 0 20 40 60 80 100 120 Quality Price Brands Store envt Offers Service shopping exp Trend Good Poor
- 17. Hypercit y 74% Max 23% More 3% Quality Hypercity 38% Reliance Trend 18% Star Bazar 6% FBB 6% Max 29% More 3% Price Comparative Analysis HyperCITY is better than others in case of Quality In pricing also it got highest ranking as there is 365 days sale
- 18. Hypercit y 31% Reliance Trend 35% Max 34% Brands Hypercit y 67% Reliance Trend 15% Star Bazar 5% Max 10% More 3% Store environment Comparative Analysis Customers are satisfied with the brands offered by Reliance Trend followed by Max HyperCITY provide international shopping experience
- 19. Hypercit y 100% Offers Hypercity 42% Reliance Trend 25% Star Bazar 5% Max 28% Service Comparative Analysis •No other store gives such offers •Customer Service Desk staff is approachable and always solve queries and problems of customers.
- 21. PRACTICES FOLLOWED IN INTERNATIONAL SUPERMARKET Tesco Case study
- 22. TESCO NON-FOOD CASE • For the fiscal year ended February 2007, Tesco UK announced non-food sales of £7.6 billion, an increase of 11.6% on the previous year, growth which was significantly faster than its core food sales. • Non-food sales, excluding petrol, accounted for 25% of Tesco’s sales and was growing as a proportion of total sales yearly. • According to Verdict Research, Tesco’s market share in clothing has increased from 1.1% in 1999, to 2.3% in 2005. • For the fiscal year ended February 2007, the company achieved 16% sales growth through its clothing, and according to Verdict Research, clothing now accounts for 3% of Tesco’s sales.
- 23. Source: Tesco annual reports; various press articles; Coriolis analysis PRIVATE LABEL ARCHITECTURE Super Premium category National brand level Low-Value added
- 24. Suggestions related to Product Range
- 25. • Including brand like Park avenue • People can be an option under Rs. 1000 • Another option can be offering variety of styles in existing brands. • E.g., wide variety of checks, lines, color options • Wide range in polo-t-shirts • Good but limited collection of traditional wear • Cotton kurtas for festival season Men’s Wear People Collection
- 26. Women’s wear Introducing brands like W office wear kurtis and tunics/blouses Introducing private label for formal wear with limited collection Product range- shirts, blouses, tunics, trousers Price range- 700- 1500 Promoting women’s formal wear brand to aware customers Attractive display and VM (entire look) Pantaloons- Annabel Office wear Apparels & footwear
- 27. CONSOLIDATED SUGGESTIONS • Introducing brands and variety in value clothing as well as premium clothing. • Launching private label of women’s formal wear brand • Better lighting condition to create better ambience. Forever 21 store
- 28. Project II Merchandise Development Plan Accessory category
- 29. Problems in Jewellery category • Poor quality • High price range • Color fades away • Silver gets dark in 2 days of display • Not enough fixtures for display • No hard or soft tag on products • Poor lighting condition • It is necessary to keep assistant to avoid shop lifting • No display guidance • Less space and more stock
- 30. Merchandise offered by other stores in the market
- 31. COMPARISON OF QUALITY AND PRICE Forever 21 HyperCITY
- 32. SUGGESTIONS FOR PRODUCT RANGE Price range for junk jewellery Studs- 200-500 Necklace- 500-900 Bracelets- 400-700 Finger ring- 200-500
- 33. SUGGESTIONS FOR DISPLAY Free standing pegboard Maximum Merchandise on display Consumes less space Well planned assortment Wall-mounted display Display of bags or jewellery on wall fixtures Visible from distance
- 34. Best for structured bags Needs proper lighting condition White background Perfect if same types of bags are avilable Maximum space utilization SUGGESTIONS FOR DISPLAY
- 35. Price range- 200- 1200 •Embellishments used •Quality of metal •Finishing •Colors •Spacious HANDBAGS •Though totes are in trend, it is offered by Luxury and premium brands •Other brands offer bags with closed tops
- 38. SUGGESTION ABOUT DISPLAY PLAN Outsourcing Retail Solution • Small area designed based on theme • Theme based fixtures, colors • Hiring a designer- Implementing better plan Modification in existing display • Modification keeping in mind customer’s flow in the store • New fixtures with lighting • Cost effective
- 40. Cosmetics CSD CashCounters Jewellery Jewellery MALAD STORE LAYOUT- PROPOSED High traffic area
- 41. Displaywallforjewellery Displaywallforhandbags Rotating Display Rotating Display Rotating Display Rotating Display Rotating Display Rotating Display Rotating Display Hot products display desk Display desk for jewellery MALAD STORE LAYOUT- ACCESSORY SECTION
- 42. View From Customer Service Desk
- 43. View From Apparel category
- 44. VIVIANA MALL STORE LAYOUT Jewellery section Entrance
- 45. SUGGESTIONS • Price range for jewellery should be 200 Rs. To 1000 Rs. • As per the survey, Party wear doesn’t have demand so party wear jewelley might have less demand, unless offered at affordable price point • Regular wear jewellery has demand • improve quality and style • Better incentives for sales executives • Guidance for display and stock replenishment
- 46. Strategic Implementation of suggestions • Planning to remove Gitanjali brand • Display tips are implemented • Working on the quality of jewellery • Removing existing stock of handbags and launching private label • Making changes in pricing strategy
- 47. Conclusion • Customers are not brand conscious while purchasing handbags. • Though handbags and jewellery are located in high traffic area it is not selling good. • Highlighted display and store design can attract more customers. • Selling high priced jewellery is challenge as customers prefer buying imitation jewellery at lower price rather than pure silver, brass jewellery. • Launching private labels for jewellery and handbags can be a good option for selling merchandise at lower price.
Editor's Notes
- #6: Hypercity has been voted one of the 100 stores in the world you simply 'have' to visit! That’s because the store design caters to almost every interest while ensuring that customers can navigate and access their favourite products with ease.
- #13: Many ladies prefer kurtis in formal wear. That can be the reason Hypercity ethnic wear is selling well
- #14: Rise of working women in India : The total working population of India is estimated at 62 crore. About 42% of those are women. This is expected to rise going forward.
- #15: Variety in bottom wear like palazo, long skirts for indo western look. High – low skirts, variety in dresses, few styles in jumpsuits Customers prefer 109F, lee cooper. They expect more brands so they don’t need to go to malls.
- #24: Tesco Plc is in discussions to pick a 50 per cent stake in Tata Group. Cross brand selling