Internship project of TY BBA IB

A
Project Report
On
“Marketing Activities & Customer Response for Hypercity ”
At
“Hypercity Retail India Ltd" Pune Swargate
By
ROUNAK RAJ
Class: TYBBA - IB
Roll No: TJ027
Under the guidance of
Prof. Shailendra Patil
In Partial Fulfilment of
Bachelor Degree in Business Administration(International Business)
Submitted To
Alandi (D), Pune Affiliated to
Savitribai Phule Pune University
Academic Year 2022-2023

DECLARATION
I, hereby declare that the project report on “Study on Marketing Activities & Customer Response for
Hypercity” is written and submitted by me to MAEER’S MIT Arts, Commerce and Science College, Alandi
(D), Pune, towards the partial fulfillment for the study of BBA (IB) in the year 2022-2023 is original work done
by me, which is based on Primary and Secondary data and it is based on the knowledge and material gained
from the company.
The contents provided are true to the best of my knowledge and belief.
I further declare that this project report has not been submitted to any other College or University for any other
degree or course earlier.
Place: Alandi (D), Pune,
Date:
Name of the student: Rounak Raj
TYBBA (IB)

MAEER’S
Affiliated to Savitribai Phule Pune university & Recognized by government of Maharashtra
(ID NO. PU/PN/ASC/289/2007)(AISHE Code: C -42151)
CERTIFICATE
This is to certify that, the project report entitled ‘Study on Marketing Activities & Customer Response for
Hypercity’ which is submitted by Mr.Rounak Raj, Class: TYBBA (IB) in partial fulfillment of Bachelor of
Business Administration (International Business) has satisfactorily completed the project work under our
guidance and supervision.
We wish our best wishes for his/her future endeavor.
PROF.SHAILENDRA PATIL DR. MANGESH BHOPLE DR.B.B.WAPHARE
Project Guide Head of the Dept. Principal
BBA&BBA IB Dept.
Internal Examiner External Examiner
Address: MIT Arts, Commerce & Science College, Alandi (D), Tal. Haveli, Dist. Pune, 412105
Tel: 020-39875101, 39875102 E-mail: principal@mitacsc.ac.in, Website: www.mitacsc.ac.in

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ACKNOWLEDGEMENT
I take this opportunity to express my sincere gratitude to everyone who has directly or indirectly
helped me in completing the project successfully.
I am very much thankful to Dr. B.B.Waphare, Principal of MIT ACSC, Alandi for his
continuous support and help.
I express my deep sense of gratitude to Dr. Mangesh Bhople, HOD of BBA& BBA (IB) Dept.,
MIT ACSC, Alandi, Pune as project guide for his constant encouragement throughout this
project report.
I take this opportunity to thank my family members and friends without their cooperation it
would not have been possible to complete this project.
Date:
Student Name: Rounak Raj
Class: TY BBA IB

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INDEX
SR.NO. TITLE PAGE NO.
1 Introduction 6
1.1 Objectives of project 7
1.2 Scope of the study 8
1.3 Limitations of the study 8
2 Literature review 9-20
3 Research Methodology 21-22
4 Company Profile 23-26
4.1 Company History 27
4.2 Vision Mission 28
4.3 Other details 28-30
5 Marketing Mix of Hypercity 31-41
6 Data analysis and interpretation 42-52
7 Findings 53-54
8 Suggestions and Conclusions 55-57
Bibliography 58
Annexure (Questionnaire) 59-60

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1. INTRODUCTION
HyperCity has brought about many changes in the buying habits of people. It has created
formats, which provides all items under one roof. To attract more customers companies have to
carry out the promotional activities in unique way. HyperCity has maintained that uniqueness &
has succeeded in attracting customers. Need for the study India is having huge customer base
having different choice and behavior. To satisfy their need is a different task. To achieve this
Indian retail has change Kirana to retail outlets and has becoming the need in India. Different
retail outlets are offering different scheme and promotional strategies. Thus a study is been
conducted to know the effective marketing strategies needed to attract new as well as retaining
the existing customers.
1.1 OBJECTIVES OF THE STUDY
1. To find out customer buying behavior for HyperCity.
2. To find out customer satisfaction with HyperCity.
3. To find out Product availability in store by customer response.
4. To find out ‘Shopping Experience’ in store during offer days.
5. To check whether Discount and Offers affects the buying behavior of respondents.
6. To conduct at HyperCity Marketing Activities main objective is Sales Promotion,
Building product awareness, creating interest in a product, providing product
information.

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1.2 SCOPE OF THE STUDY
1. Scope of the study is HyperCity, Pune.
2. It aims at understanding the company’s establishment, organization structure, department,
techniques, marketing strategies and the advantages it is having over the competitors.
1.3 LIMITATION OF THE STUDY
1. Time limit is a major constraint.
2. As per the company rules certain information was not disclosed.

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CHAPTER 2-
LITERATURE REVIEW

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2. LITERATURE REVIEW
Marketing for a Retail Business is an integral part of any retail organization. It is believed that
customer doesn’t buy the product all the time; it is the marketers who create the demand for their
product. Implementing marketing techniques can help retailer increase sales. Every business is a
marketing business, as John jantsch, author of “Duct Tape Marketing”, says in his book. This is
especially true for retail businesses. In a competitive business environment, starting a retail
business is only half the job done. Retailers must constantly work toward getting customers to
buy their products and convert potential customers into sales. Knowing and applying basic
marketing techniques can boost the retail business and give it an edge over competition. Today
businesses are employing various marketing and promotional strategies to retain their consumer
base. With the concept of relationship marketing surfacing, the market is completely consumer
oriented, and the sole aim of any business today is to serve and satisfy their customers in the best
possible manner. The fact that consumer retention has gained precedence over acquisition,
considering the cost involved, has made it even more important for businesses to satisfy the
consumers and win their loyalty. With competition hotting up, Indian retail chains are beefing up
their marketing activities to recharge their brands. Gibson Vedamani, Chief executive officer,
Retailers Association of India, the Industry’s apex body says that “Since retail chains have
attained a certain level of operation, the focus will shift to above-the-line (ATL) marketing. Each
store will now want to communicate their brand differentiation to their consumers.” Julie-Ann
Amos a freelance business writer says “If you are in the retail business then you need to wake up
and think carefully about your current marketing strategy. If you don’t you could find yourself
trailing behind the competition and losing business to other retailers.” Therefore for formulating
the effective marketing strategy the marketer should keep in mind the following for the retail
businesses:
1. Research and identify your target market. A retail business usually depends on a defined local
area, so determining the location, market size and buying habits of your target market will help
you identify your potential customers and how you can promote your retail business to them.

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2. Develop a unique marketing message. Think of how your retail store or product helps solve a
particular problem or satisfies a specific need of your target market and what makes your product
better than competition. Ensure that this core marketing message is used across all channels for
promoting your retail business.
3. Create a marketing kit. Print business cards and broachers that list your contact details and the
products and prices you offer so that customers have quick access to the information they need
and can follow up with you letter. As part of your marketing kit, create a periodic e-newsletter
with information about special sales, tips on using your products and new products you are
offering.
4. Developed a website. The website should provide all relevant information about your business
and products. Set up an online store to allow customers to purchase your products directly from
the website. This will boost your sales and help you attract customers beyond your local market.
5. Advertise in local publications or on online sites that are relevant to your product or market.
Though advertising can be expensive, it can help directly promote and educate potential
customer about your product and its benefits. Include a call to action in the advertisement by
offering readers a discount coupon.
6. Engage and build relationship with customers online. Using low cost social media tools such
as a blog, Facebook page connect and start a conversation with prospects and existing customers
and keep them informed of latest products, events or sales. To drive foot traffic to the retail store,
one needs to employ retail marketing activities. Retaining customers is done with good service,
product selection and competitive pricing, getting customers through the door for the first time,
or bringing back old customers, is achieved by using effective marketing promotions.

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Retailing Industry in India
India India rises to 15th behind solid growth in retail sales and strong prospects for future GDP
growth. India's retail market is expected to grow to $1.3 trillion by 2020, and GDP is expected to
grow at 8 percent over the next three years, making India the world's fastest- growing major
developing market. Consumer and investor sentiment have seen an uptick, as the pro-reform
government under NarendraModi sets out on an ambitious goal of improving its Ease of Doing
Business ranking from 142nd to 50th in the next two years. India represents a good opportunity
for international retailers in single-brand retail, cash-and- carry, and e-commerce, as the country
appears to be on the cusp of a strong growth phase over the next five years. The tipping point for
brick-and-mortar retail continues to be the opening up of FDI norms in multi-brand retail, a
move that is not expected in the near-term. For now, international retailers continue to focus on
the cash-and-carry and single-brand formats, where 100 percent FDI is allowed. After two years
of dormancy, Walmart will open a new outlet in Agra in 2015 and plans to add 50 wholesale
stores to its existing 20 in the next five years. Germany's Metro will triple the number of
wholesale stores to 50 by 2020. Many single-brand retailers such as Japan-based Asics, Danish
retailer Bestseller, and French fashion brand Sisley are breaking away from franchisee tie-ups
with Indian partners to go solo. Nike, which has about 400 franchise locations in India, filed an
application in September to open company-owned stores. Meanwhile many new entrants remain
undecided between partnerships with local companies versus company-owned stores. IKEA,
which also sources locally, plans to open its first solo store in Hyderabad. H&M will also enter
India alone with plans to open an initial 50 shops. In contrast, Gap and The Children's Place have
chosen to partner with Arvind Lifestyle Brands. As retailers continue to expand, real estate
availability could be the biggest barrier. India has four times the population of the United States
but just one-tenth of the mall space. Many malls are also of poor design and lag behind global
standards. The dearth of quality space in core areas is prompting some retailers to look online
instead. E-commerce recorded impressive 27 percent growth in 2014 to reach $3.8 billion, led by
online retailers such as Amazon, Flipkart, and Snapdeal. However, this market still has a long
way to go as online remains just 0.5 percent of the total retail market, Internet penetration is just
20 percent of the population, and infrastructure needs to improve significantly.

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Indeed, the Associated Chambers of Commerce and Industry of India estimates that companies
will spend between $1 billion and $2 billion on e-commerce-related infrastructure over the next
five years. The Indian retail Industry is the fifth largest in the world. Comparing of Organized
and unorganized sector. Indian retail industry is one of the fastest growing industries in India,
especially over last few years. Though initially, the retail industry in India was mostly
unorganized, however with the change of tastes and preferences of the consumers, the industry is
getting more popular these days and getting organized as well. The US-based global
management consulting firm, A T Kearney, in its Global Retail Development Index (GRDI)
2012, has ranked India as the Fifth most attractive nation for retail investment, among 30
emerging markets. Indian retail industry is second largest employer after agriculture, employing
more than 35 million people with wholesale trade generating additional 5.5 million
employments, accounting for over 10 percent of the country’s GDP and around 8 percent of the
employment, as per the National Sample Survey (NSS) 2009-10. India’s retail sector is estimated
to touch US$833 billion by 2013 and US$ 1.3 trillion by 2018, with a compound annual growth
rate (CAGR) of 10%, which is quite lucrative. Retail Industry in India is at the crossroads. It has
emerged as one of the most dynamic and fast paced industries with several players entering the
market. But because of the heavy initial investment required, break even is difficult to achieve
and many of these players have not tasted success so far. However the future is promising; the
market is growing, government policies are becoming more favorable and emerging technologies
are facilitating operations.

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Retailing in India is gradually inching its way toward becoming the next boom industry. The
whole concept of shopping has altered in terms of format and consumer buying behavior,
ushering in a revaluation in shopping in India. Modern retail has entered India as seen in
sprawling shopping centers, multi-storied malls and huge complexes offer shopping,
entertainment and food all under one roof. The Indian retailing sector is at an inflexion point
where the growth of organized retailing and growth in the consumption by the Indian population
is going to take a higher growth trajectory. The Indian population is witnessing a significant
change in its demographics. A large young working population with average age of 24 years,
nuclear families in urban areas, along with increasing working-women population and emerging
opportunities in the services sector are going to be the key growth drivers of the organized retail
sector in India.
Retailing formats in India
1. Malls
2. Specialty store
3. Discount store
4. Department stores
5. Hyper market / Supermarket

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6. Convenience store
7. MBO’s
8. E- trailer
a) Malls:
Malls are largest form of organized retailing today. Located mainly in metro cities, in
proximately to urban outskirts they range from 60,000 sq.ft. to 7,00,000sq.ft. and above. They
lend an ideal shopping experience of product, services and entertainment, all under a common
roof. E.g. Inorbit Mall, kumar Pacific Mall.
b) Specialty Stores:
Focusing on specific market segments and have established themselves strongly in their sectors.
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG’s
music World and the Times Group’s Music chain Planet M is a couple of example.
c) Discount Stores:
As the name suggests, discount stores or factory outlets, offer discount on the MRP through
selling in bulk reaching economics of scale or excess stock left over at the season. The product
category can range from a variety of perishable/ no perishable goods. E.g. Levi’s Factory outlet,
Adidas Factory outlet etc.
d) Department stores:
Large stores ranging from 20000-50000 sq ft, catering to a variety of consumer needs. Further
they are classified into localized department such as clothing, toys, home, furniture, groceries,
etc. E.g. Shoppers Stop, Lifestyle, etc.
e) Hyper marts/ supermarkets: Large self service outlets, catering to varied shopper needs
termed as Hypermarket/Supermarkets. These are located in or near residential high streets. These
stores today contributes to 30% of all food & grocery organized retail sales. Normally
Hypermarkets are ranging from 30,000 sq ft and more. Super markets can further the classified
into mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from

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of 3,500 sq ft to 5,000 sq ft having a strong focus on food & grocery and personal sales. E.g.
HyperCity, Big Bazaar, More Hyper, Spencer etc for Hypermarket and Food Bazaar, Reliance
Fresh are called as Supermarket.
f) Convenience Stores: These are relatively small stores 400-2,000 sq feet located near
residential areas. They stock a limited range of high turnover convenience products and are
usually open for extended periods during the day, seven days a week. Prices are slightly higher
due to the convenience premium. E.g. In & Out etc.
g) MBO’s: Multi Brand outlets, also known as Category Killers, offer several brands across a
single product category. These usually do well in busy market places and Metros. E.g. Brand
Factory, Planet Sports etc.
h) E-trailers: Retailers providing online buying and selling of products and services.
MAJOR RETAILERS IN INDIA
The major retailers occupied in the organized retail sector in India are:
● K Raheja Group
● Future Group
● Aditya Birla Group
● Reliance Group
● Bharti Group
● Tata Group
● RPG Group
BTL ACTIVITY
BTL Marketing Definition:
‘BTL Marketing’ stands for ‘Below The Line Marketing’ that targets specific groups of people
with focus. For example, a leaflet drop in a specific area, a Google Ad words campaign targeting
a certain group or a direct telemarketing campaign targeting specific businesses.

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The kind of Marketing is best for conversions and direct response.
Types of BTL Activities:
13 Below The Line (BTL) Promotional Techniques
Following are the different types of BTL tools being used for consumer promotions:
1) DDS (Door to Door Selling)
2) Coupons
3) Rebates
4) Promotional Pricing
5) Trade-In
6) Loyalty Programs
7) Trial Generation and free Sampling
8) Free/Extra Product
9) Premiums
10) Contests and Sweepstakes
11) Demonstrations
12) Personal Appearances
13) Sponsorship
Door to Door Selling:
Door-to-door is a sales technique in which a salesman walks from one door to another trying to
sell a product or service to the general public. A variant of this involves cold calling first, when
another sales representative attempts to gain agreement that a salesperson should visit. Door-to-
door selling is usually conducted in the afternoon hours, when the majority of people are at
home.

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DDS Products:
Typically, products sold door to door will be of the same variety that can be purchased at large
discount stores. The products accounting for the largest share of direct-sales revenue includes
cleaning supplies, cleaning equipment, magazines, and home improvement products. The largest
of these would be the home improvement products where item could be new or repaired roofs,
siding, new replacement windows, and decorative stone.
In Pakistan, the first DDS was launched by Wheel Washing Powder back in 1995 with a notable
success. Its competitor Aerial Surf was the immediate follower. Since then a lot brands have
adopted this tool which includes:
Lifebuoy
Blue Band
Energile
Lux
Macleans
Head & Shoulders
Interestingly, in many countries, encyclopedias, including the Encyclopedia Britannica, were
frequently sold by door-to-door salesmen, although the practice is now less common.
Coupons:
Most consumers are quite familiar with this form of sales promotion, which offers purchasers
price savings or other incentives when the coupon is redeemed at the time of purchase. Coupons
are short-term in nature since most (but not all) carry an expiration date after which the value
may not be received. Also, coupons require consumer involvement in order for value to be
realized. In most cases involvement consists of the consumer making an effort to obtain the
coupon (e.g., clip from newspaper) and then presenting it at the time of purchase. Coupons are
used widely by marketers across many retail industries and reach consumers in a number of
different delivery formats including:

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Free-Standing Inserts (FSI) – Here coupon placement occurs loosely (i.e., inserted) within
media, such as newspapers and direct mail, and may or may not require the customer to cut away
from other material in order to use.
Cross-Product – These consist of coupons placed within or on other products. Often a marketer
will use this method to promote one product by placing the coupon inside another major selling
product. For example, a pharmaceutical company may imprint a coupon for a cough remedy on
the box of a pain medication. Also, this delivery approach is used when two marketers have
struck a cross promotion arrangement where each agrees to undertake certain marketing activity
for the other.
Printout – A delivery method that is common in many food stores is to present coupons to a
customer at the conclusion of the purchasing process. These coupons, which are often printed on
the spot, are intended to be used for a future purchase and not for the current purchase which
triggered the printing.
Product Display – Some coupons are nearly impossible for customers to miss as they are
located in close proximity to the product. In some instances coupons may be contained within a
coupon dispenser fastened to the shelf holding the product while in other cases coupons may be
attached to a special display (see POP display below) where customers can remove them (e.g.,
tear off).
Internet – Several specialized websites, such as HotCoupons.com, and even some
manufacturer’s sites, allow customers to print out coupons. These coupons are often the same
ones appearing in other media, such as newspapers or direct mail.

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Customer Satisfaction:
Definition
“Consumer Satisfaction is the provision of goods or services, which fulfils the customer’s
expectations in terms of quality and services, in relation to the price paid”.
-The Glossary of Marketing Communication Terminology
Business must focus on Customer satisfaction. They must monitor customer satisfaction, as this
will lead them to increase their customer base, customer loyalty, revenue, profits market share
and survival. Although greater profit is the primary driver, exemplary businesses focus on the
customer and his/her experience with the organization. Businesses today work to make their
customers happy and see customer satisfaction as the key to survival and profit.

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CHAPTER 3-
RESEARCH METHODOLOGY

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3. RESEARCH METHODOLOGY
Since the study is on retail sector first the detail observation of the store is been conducted about
its Management team, its structure, the number of departments, which all brands the store has,
who are its suppliers, about its warehouses etc.
Based on the topic objectives a questionnaire was designed which consist of 15 questions and
response is collected from the customers who are visiting the store. For data collection
convenient sampling method was adopted.
For this project the area of research is HyperCity, Swargate (Pune).
Objective of the study:
1) To find out customer buying behavior for HyperCity.
2) To find out customer satisfaction on HyperCity.
3) To find out Product availability in store by customer response.
4) To find out ‘Shopping Experience’ in store during offer days.
5) To check whether Discount and Offers affects the buying behavior of respondents.
6) To conduct at HyperCity Marketing Activities main objective is Sales Promotion, Building
product awareness, creating interest in a product, providing product information.

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4. COMPANY PROFILE
K Raheja Corp is a success story spanning six decades, and stands today as the most trusted
destination developers of India. With business diversified across reality, hospitality, retail and
retail development, the Company has pioneered the concept of self-contained residential
township and commercial business districts in the country. Transforming spaces, this Corporate
develops state-of-the-art structures that deliver on both innovation and functionality. From
exquisite residences to adaptive workplace, skillfully created and convention centers to
outstanding retail destinations, the Company has made a significant impact on the evolution of
modern-day living. K Raheja Corp delivers aspirational spaces with distinct characteristics and
attributes, making each of its offering inimitable. The Company has also been ahead of the curve
in the green development sector. Pioneering the industries responsibility towards contributing to
a green society, it signed a memorandum of understanding with the CII-green Building Council
to construct green building, back in 2007. Agent from its eco-friendly constructions, K Raheja
Corp is committed to developing large, green expanses across the country. With is building
certified in the categories of Gold and Platinum, it has been recognized with awards across
prestigious forums like the “Global CSR Excellence and Leadership Awards 2014” –
“accounting for Climate Change” Outstanding contribution for green building Footprint in India
– Green Co summit. Best environment excellence Global mind CSR Awards 2012 at Philippines,

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Africa Sustainability Awards Green Mind CSR Awards at Lebanon and The Ingersoll Rand
International Energy Efficiency Leader Awards’.
Backed by the belief that ‘people are a company’s greatest asset and competitive advantage’, K
Raheja Corp leads the way with exemplary HR policies, judiciously collated from the best across
industries, to ensure employee engagement and fulfillment. The company has been recognized
and awarded across credible industry forums like – ‘Dream Companies to work for Awards’,
23rd Global HR Congress’, Asian HR Leadership Awards, Best Employer Brand Awards,
Worlds HRD Congress and Asia Pacific HRD Congress Awards, to name a few. With the
upsurge in the Indian real estate sector, K Raheja Corp is one of the main proponents that will
level the playing field for the India with other developed economics.
Industry Logo
Pioneers of Organized Retail
K Raheja Corp brought the concept of organized retail to India with country’s first large scale,
multi-brand lifestyle store – Shoppers Stop. This merely marked the birth of a gain in the

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magnanimous retailing arena. Expanding its retail chains across the Country, K Raheja Corp is
the front runner and has set new benchmarking staying in tune with the culture, customs,
traditions, and spending power of its customers. Crossword and HyperCity have been burgeoning
innovation and novel techniques in retailing ever since their inception. With brands that have
evolved with customer feedback and keen observance of people’s preference, K Raheja Corp is
at the hub of the retail evolution. With the endeavour influence lifestyle, K Raheja Corp has also
successfully ventured into retail development with Inorbit Malls. Pioneering the maal culture in
India, the world class malls offer an amalgamation of fashion, lifestyle, food and entertainment,
delivering to families an exceptional entertainment destination.
KEY GROUP COMPANIES:
Retail:
● HyperCity Retail Store India PVT. LTD.
● Shopper Stops
● Crossword
● Inorbit mall
HYPERCITY
HyperCity is not just another hypermarket; it caters to every need of your family. Where
HyperCity scores other stores is its value for money proposition for Indian customers. With the
ever-increasing array of private labels, it has opened in the world of fashion and general
merchandise, including home furnishing, utensils, crockery, cutlery, sports goods and much more
at prices that will surprise customers.
4.1 HISTORY OF HYPERCITY
The first HyperCity store, with an area of about 1,20,000 square feet, opened Malad, Mumbai in
2006. HyperCity (styled HyperCity) is a supermarket chain which currently operates 17 stores

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throughout India. Founded in 2006, HyperCity Retail (India) Ltd. Is part of the K.
RahejaCrop.Group, a leader in the Indian retail sector? K. Raheja Corp helped create modern
retailing in India with the Shopper’s Stop, Inorbit Mall and Crossword chain in addition to its
sucesses in realty and hospitality HyperCity Retail (India) Ltd was incorporated in May 2004, as
an associate Company of Shopper’s Stop which has a stake of 19% in HyperCity. It is
operational in the format of hypermarket/supermarket in India. The Company offers a wide range
of product segment like food, home ware, home entertainment, appliances, furniture, sports, toys,
and fashion. The Company provides a wide array of exclusive brand across all segments like
Freshbaskets, HyperCity, Waitrose in food & grocery; Ebano and Avorio in home, decor &
furnishing; Vive, City Sense, City Style,City Life, River Inc. In fashion segment; Tecgnix in
household appliances and Raliegh&Maxit in sports segment. It also has in-store restaurants
named Desi cafe and Brio. HyperCity’s new format GourmetCITY is a food store having juice
bar, salad counter, bakery, tea and coffee bars, handmade chocolates, freshly baked breads and
many more. HyperCity has partnered with JHP of London for in-store design, JDA for
technology infrastructure, johnsonDiversey for cleaning and hygiene products & services.
HyperCity opened its first store in Malad, Mumbai. Today, HyperCity has opened a total of 17
stores since the Company’s founding and has established a presence in cities including
Hydrabaad, Bangalore, Jaipur, Amritsar, Bhopal, Navi Mumbai, Ahmedabad, Vadodara and
Pune, New Delhi.
4.2 VISION
To be an integral part of customer lives, by offering them high quality shopping experience
through great products at ever better prices.
4.3 MISSION
To sustain profitable growth by encouraging customer to discover an authoritative assortment of
quality products with exciting promotions in a globally competitive retail environment and create

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through our company values an environment where our employees grow within the business
steadily.
4.3 REWARDS & RECOGNITION
HyperCity, Mumbai won The Award of Merit for large format speciality store at the United
States International Design Award in New York on 15th January, 2007. This is the first time that
an Indian Company has received an award like this. This was the 36th award function for the
institute of Store planner/VM+SD International Store Design, New York. HyperCity was voted
as India’s top retail store by ‘Retail Week’, a leading U.K. magazine revered by retailer
worldwide. It was voted as the 100 shop you must visit across the world and was featured
amongst internationally renowned store such as Bloomingdales New York, selfridges U.K, Louis
Vuitton Paris and carrefour shanghai. The special report carried weightage for innovation and
creativity in retail, as well as recognizing retail excellence. The report was based on a survey
carried out by Retail Week amongst key players in the retail industry consisting of businessman,
analysis, retail consultants, editors and top shoppers around the globe. HyperCity bagged the
prestigious award of the “Most Admired Food & Grocery Retailer of the Year – Private label
Development Award” at the Coca Cola Golden Spoon Awards held on December 12, 2012 at the
Renaissance Hotel, Mumbai. HyperCity Pune Store was awarded for the best Store design in the
Hypermarket Category at the Visual Merchandising & Retail Design Awards 2012. Retail forum
held on the 10th and 11th October 2012 HyperCity has been awarded the most admired Retailer
in the Hypermarket Category.
Coca Cola Golden Spoon Awards 2009 images award for excellence in food retailing awards
Gourmetcity as “Most Admired Food Retailer of the Year” & “Innovative Retail Concept”. Star
Retailer Awards awarded Gourmencity Debutant Retailer of the Year 2008. The Bold 100 – IDC
India CIO magazine has recognized Shoppers stop and HyperCity as a recipient of 2008 CIO 100
Award. The annual award program recognizes those executives and organisations those are
playing not just to survive, but to win and embrace great risk for the sake of great reward. Most

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Admired Retailer of the Year for Retail Design & Visual Merchandising Images in India Retail
Forum, 2007.
MANAGEMENT STYLE
The organisation structure for HyperCity is flat in nature. For HyperCity, the division are
apparel, non apparel and the new business division, which includes jewellery, footwear and the
shop-in-shops, for Hyper saver, a separate team has been created which again works
independently. About 1,000 people works for HyperCity directly, support and ancillary services
comprise another 300 people. A new trainee is put through a basic three day training program
before on the shop floor. Evaluation is done every six month.
THE STRATEGY
aving is Key to the Indian middle class consumer. The store, which would be created, had to
offer value to the consumer. Keeping this in mind, the concept of HyperCity was created. In
India, when a customer needs something for the home, a typical thought is to seek it from the
bazaar. A bazaar is a place where a complete range of products is always available to the
consumer. This is true across India. As the store would offer a large mix of products at a
discounted price, the name HyperCityfinalised. The idea was to re-create a complete bazaar, with
a large product offering (at a time modified to suit local needs) and to offer a good depth and
width in terms of range. The mind to market for the first store was just six month.Price was the
basic value proposition at HyperCity. The HyperCity outlets sold a variety of products at prices,
which were 5 to 60 percent lower than the market price.
The line “Big store – Big saving” and “HyperCity – Hyper saver”emphasised this.

28
CHAPTER 5-
MARKETING MIX HYPERCITY

29
5. MARKETING MIX OF HYPERCITY
A. Product
With a better understanding behavior across various cultures and classes. HyperCity has put
together a stunning range of over 150,000 SKUs. Private label of HyperCity are among the
largest apparels and fashion brands in the country. These Reverinc – men’s casual wear range
and City life – men’s formal wear range; joo jobs, such are exclusive garments designed for
modern kids; iktara, a label of ethnic wear for women; Reverinc, fashionable western wear for
teenage girls; Ebano, a label that caters to an entire range of home linen, utensils and crockery.
HyperCity has also tied up with a host of well-known brands which offer exclusive lines created
especially for the store. These included Lee Cooper, Flying Machine, Proline, SDL, Puma, and
Lotto.

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Products in Apparel Section:

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Products in Toys & Stationary:
Luggage & Furniture & Electronics Department:

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Plastics, Utensils & Crockery (PUC), Footwear & Home Fashion Section:

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B. PRICE:
The Pricing objective at HyperCity is to get “Maximum market Share”. Pricing at HyperCity is
based on the following techniques:
1. Psychological pricing:HyperCity offers financing at low interest rate. The concept of
psychological pricing (Rs. 99, Rs. 199, etc.) is also used to attract customers.
2. Differentiated Pricing: Differentiated pricing i.e. different in rate based on peak and no-
peak hours or days of shopping is also a pricing technique used E.g. Wednesday Bazaar.
3. Bundling: It refers to selling combo-packs and offering discount to customers. The
combo-packs add value to customer and lead to increased sales. HyperCity plays a lot of
importance on bundling. E.g.
a. 3 Good Day family packs at Rs 60 (Price of 1 pack = Rs 22)
b. 3kg Oil + 5kg Rice + 3kg Sugar for Rs. 679.
c. Buy 2 get 1 free.
4. Special Event Pricing: Buy 2 Two Liter Cock at Rs. 75 (MRP of one Bottle is Rs. 65)
offer valid for 2 days only.
C. PLACE:
The success of any retail store depends on three factors – Location, Location and Location. The
HyperCity stores are operational across three formats – hypermarkets spread over 40,000-50,000
sq ft, the Express format over 15,000 – 20,000 sq ft and the Super centers set up over 1 lakh sq
ft. Currently HyperCity operates in over 18 cities and across india with 18 stores. These store
normally located in traffic areas. In Pune HyperCity is situated near societies so the people can
easily access the stores through the best mode of public transport. In order to gain a competitive
advantage HyperCity has launched a website www.HyperCityindia.com, which helps customers
to orders products online which will be delivered to their doorstep. This helps in saving a lot of
time of its customers.

35
D. PROMOTION:
a. Gift Vouchers of HyperCity:
HyperCity offers Gift Vouchers to attract the new and retain its existing customers. These cards
are offered to satisfy the different needs and to provide maximum benefit to its loyal customers.
b. Discovery Club Card (DCC):
This program enables customers to collect points on shopping bill amount and redeem this points
on next shopping bill amounts. 1 points means 0.75ps Customers get 100 points means get 75
Rupees.
c. Employee Discount Cards:
All employees are given a Special Discount Card known as EDC. Through this card the
employees can buy any product at a special discount of 5% to 20% on different product category
over which there is no any promotional offer is running. There is a limit fixed over each EDC

36
which varies over salary structure of employee, means higher the salary higher the discount limit
and vice versa. The card is valid for one year or the discount limit of each card whichever is less.
Other Promotional Activities:
1) Advertising: Before designing the advertising campaign for the HyperCity brand, the
message that needs to deliver about the brand through advertisement needs to be designed. It
would involve following three elements: Style of the Message: Style of the message would be
Value and Benefit Provider and attention seeker. Tone of the message: The Tone of the message
would be positive. Message Text: “Big Store – Big Saving” – This single line statement would
convey the modern retail format of the HyperCity.
Advertising campaigns for HyperCity will take place in the form of followings:
2) Print Ads: This would take place in the form print advertisement in newspaper. The
advertisement would initially aim at educating the consumer about HyperCity as a brand. An
effective communication as has been of “Big Store – Big saving” and comparison of price of
various consumer products at HyperCity vis-à-vis local market prices. HyperCity newspaper
advertisements will be presented just before the launch of any new scheme.
3) Road side advertisements: Road side advertisement will take the form of road side billboards
which would be displayed at prime locations in the cities conveying the central idea of
HyperCity of low prices and quality products. The boll-boards will display the catch phrases
about HyperCity aiming to attract the consumers.
4) Radio Ad: The objective of radio based advertising is to inform the customers at the new
happening at HyperCity outlets while at the same time conveying the culture of HyperCity of
offering the values deals for a broad range of products.
5) Sales Promotion: Sales promotion activities for HyperCity will take place through the
following forms.

37
5.1 Coupons: In order to boost sales, various discounts coupons will be offered to
buyers at HyperCity such as “buy 1- get 1 free”, discount coupons on bulk purchase.
Such a step would help to increase sales per consumer of the HyperCity. At the same
time, coupons can be printed in local newspaper ads that can be availed on these coupons
with respect to specific purchases. This will help draw consumers to the store and initiate
purchases.
5.2 Gift Vouchers: HyperCity offers gift vouchers of different denomination for Gifting
their valuable customer or are available to be gift some dear one so that he/she can
redeem it in his/her desired shopping product.
5.3 Contests: Contests will be hosted by HyperCity with some incentive which will help
to generate awareness about HyperCity as a brand. The theme lines of the contest will
help spread awareness about the various offering of HyperCity and best deals offered by
HyperCity thereby boosting HyperCity brand.
5.4 Personal selling: Personal selling would aim at educating customer at the point of
purchase and help them making a better purchase decision with respect to consumer
products. This would help to build consumer satisfaction and give consumer a feeling of
having made a right decision. There are following essecntial elements critical to personal
selling in the context of HyperCity.
● Well-trained staff.
● Motivation to employees to think out of the box and take innovative steps.training would
be provided to the staff about the different products in the store and persuasive and
communication skills in order to intract effectively with the buyers. Training would be
provided to the sales person at the store evaluate buyers’ the buyers to purchase product,
build conveniction about the brand and influence the buyer to purchase the brand. While
doing this, a continuous effort would be made to educate the buyer of the core culture of
HyperCity of value deals and provide efficient customer value to the consumers.

38
5.5 Public Relation and Publicity: The objective of Pubic Relation and Publicity as a
marketing communication mix for HyperCity as a brand is to establish good-will in the
minds of the consumers. The various Public Relation and Publicity campaigns which will
be used to build HyperCity brand would be through the folowing:
● Events
● Sponsorships

39
CHAPTER 6-
DATA ANALYSIS AND
INTERPRETATION

40
6. DATA ANALYSIS AND INTERPRETATION
Table No. 1
Under this data collection pune is taken into consideration as the store is situated in this location.
In my customer visit analysis over 500 visitors I got to know that most of the customers come
from Pune Satara Road & Salisbury park area followed by Market Yard and followed by camp

41
and Wanwarie area. Along with these there are so many people who came from other of Pune
area.
INTERPRETATION:
As right now there is no such hyper market like HyperCity is situated near by these location,
therefore HyperCity is getting the advantage of attracting these customers. Further people
resident of these location also have good spending capacity therefore they like to shop in these
store formats.

42
Table No.2
From the above table it is clear that most of the people in this research belong to age group of 26
to 35 followed by 21 to 25 then 36 to 50. As per my research an average customer’s age is in
between 21 to 50 who visit the store the most. This research includes the customers of age as low
as 15 year old.
INTERPRETATION:
The reason is being people of this age group have more purchasing power, self dependency as
well as having purchasing decision ability.

43
Table 3.
From the above table it is very clear that most of the respondents visit the store on Weekends
followed by Wednesday and so on. This question was multiple choice questions because it’s not
like customers prefer to shop on weekend and don’t come on weekdays and all. Therefore the
result here we saw is the most preferred visit of customers. There are lots of respondents who
answer this question for the First time.

44
INTERPRETATION:
The reason of being shopping at weekend is that most of the people enjoy holiday on these days.
The reason of shopping at Wednesday is that it is the “BachatBudhwar” in HyperCity where
special offers are given to customers only at the day.
Table No.4

45
In this analysis it is very clear that most of the respondents visit the store to buy Food/Grocery
Items they followed by Fashion followed by Home Utensils & Plastics items. Electronics &
Furniture are the least bought in HyperCity.
INTERPRETATION:
This is because Food / Grocery & Fashion are the most consumable products in general where as
other product are shopped occasionally.
Table No.5

46
In this analysis it is clear that respondents prefer to buy at HyperCity because of low price of
products followed by convenience to the store.
INTERPRETATION:
This is because HyperCity is a store which satisfies almost all the requirements of households.
People just have to visit store and buy pin to plane. Other important factor is time constraint.
Now a day’s people are ready to spent more to save their time.
Table No.6

47
In this analysis it is clear other than HyperCity, respondents prefer to shop at D-mart followed by
Big Bazaar & Reliance Mart and all. it was the multiple choice question where respondents can
prefer more than one option for the store.
INTERPRETATION:
The reason to prefer shopping at D-mart store is that it isn’t possible for all to visit HyperCity to
satisfy their urgent needs. The other reason may be that these offer home delivery also to
maintain relationship with their customer.
Table No.7

48
INTERPRETATION:
In this analysis it is very clear that most of the average respondents satisfy regarding billing
speed, at average respondents followed by good & poor. Some customers are not satisfied by
billing facility (especially in offer day and rush hours).
Table No.8

49
INTERPRETATION:
Out of 500 respondents, Discounts and offers served in HyperCityis good said by 36% customer,
39% feel it is excellent. But 25% customers are not satisfied by Discount and offers served in the
HyperCity.
● Maximum customers are satisfied by Discount and offers served in the HyperCity.
● Discounts and offers served in the HyperCity are excellent. (especially in Big day)

51
7. FINDINGS
Based on Survey Research:
1. As of right now there is no such hyper market like HyperCity situated near by top, therefore
HyperCity is getting the advantage of attracting these customers. Further local residents of this
location also have good spending capacity therefore they don’t hesitate to shop in malls
catchment customers.
2. It is very clear that most of the respondents visit the store on weekends.
3. Most of the respondents visit the store to buy Food/Groceries Items the followed by Fashion.
4. People prefer to shop at HyperCity primarily because of convenience where they can satisfy
all their requirements. Other important factor is time constraint. Now a day’s people are ready to
spend more to save their time.
5. Apart from HyperCity, people prefer to shop at local stores. The reason may be that it isn’t
possible for all to visit HyperCity stores offers home delivery also to maintain relationship with
their customers.
6. Quality, convenience plays the important role in customers purchase.
7. Store is performing well in attracting the customers.
8. HyperCity provides better shopping experience.
9. Products availability in HyperCity is not up to the mark. Especially in apparels.
10. Noisy and unpleasant environment irritates customer. Air conditioning is really good.
11. Discounts and offers doing well in the store.
12. In offer days the store management is good.
13. Cleanliness and hygiene maintained in the store is up to the mark.

52
CHAPTER 8-
SUGGESTIONS AND CONCLUSION

53
8. Suggestions
1. Training must be provided to the sales personnel not only of their counters but for other
functions also. Job rotation and training will enhance their knowledge, job profile and boost the
morale of employees to effectively perform their duties and the responsibilities.
2. Stress buster exercises must be organized during evenings in sessions as employees have to
stand all throughout the day.
3. Increase number of billing counter in store, because there are customers not satisfied by billing
facility especially in offer days and rush hours.
4. Care to be taken to maintain proper inventory levels and the varieties and offer the customer
what is needed rather than offering what is available.
5. The store personnel should be more friendly and easy approachable.
6. Effective after sales service should be concentrate on identifying new services that are
important to your customers.
7. Product Uniqueness – offer merchandise of highest quality.
8. HyperCity should include more of branded products in its product category so as to attract the
brand choosy people to come in to HyperCity.
9. Store must have to do something towards shrinkage prevention.

54
Conclusion
Indian retail sector is witnessing one of the most hectic Marketing Activities of all times. The
companies are fighting to win the hearts of customer. There is always a ‘first mover advantage’
in an upcoming sector. In India, that advantage goes to “HyperCity”. It has brought about many
changes in the buying habits of people. It has created formats, which provide all items under one
roof.
The consumer’s preferences are changing & they are moving from Traditional Kirana stores to
Modern Retail outlets. It’s the main challenges to the Modern Retail outlets to attract the
customers towards them from that of competitors. To attract more customers companies have to
carry out the promotional activities in unique way. HyperCity has maintained that uniqueness &
has succeeded in attracting customers. As the competition is becoming stiff in the market
conducted by the company are unique, that have brought fruitful result to the company.

55
BIBLIOGRAPHY
Books
● Marketing Management (Philip Kotler)
● Research Methodology (C.K. Kothari)
Manual
HyperCity information manual (website) http://HyperCityindia.com
http://www.ducttapemarketing.com/marketing
http://business.mapsofindia.com/india-retail-industry/opportunities-in-india-organized- retail-
sector.html http://btl-promotion.blogspot.in
http://www.iseindia.com/researchpdf/retail_update1.pdf
https://www.atkearney.com/consumer-products-retail/global-retail-development- index/2015
http://www.ehow.com/list_6679006_types-retail-formats-india.html

56
APPENDIX
1. Name: ________________________________
2. (a) Locality: _______________
(b) Language Spoken Mostly: ___________________
3. (a) Gender: i) Male ii) Female (b) Age: ______
4. How often do you shop at HyperCity?
a) Wednesday b) weekend c) Once a week d) Twice a week e) once a Fortnight f) Twice a
Fortnight g) Once a month h) other _________
5. What do you usually shop at HyperCity?
a) Food/ Groceries b) Fashion c) Home Utensils/ Plastics d) Electronics e) Furniture f) Others
________
6. Why do you shop at HyperCity? a) Quality b) Low price c) Convenience d) Near to Home e)
others __________
7. Where else do you shop apart from HyperCity? a) D-Mart b) Reliance Mart c) Big Bazaar d)
Local Kirana Stores e) Others ___________
8. Indicate your satisfaction level regarding Billing Speed at HyperCity? a) Good b) Average c)
Bad d) Very Poor
9. How is Staff service availability at HyperCity? a) Excellent b) Good c) Average d) Bad
10. Your shopping experience in HyperCity is always! a) Excellent c) Good d) Average e) Bad

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11. Product availability in HyperCity is! a) Excellent b) Good c) Average d) Bad
12. Ambience and atmosphere inside the store is! a) Excellent b) Good c) Average d) Bad
13. Discount and offers served in HyperCity is! a) Excellent b) Good c) Average d) Bad
14. Location of HyperCity in your city is! a) Excellent b) Good d) Average d) Bad
15. In offer days the shopping experience in the store is! a) Excellent b) Good c) Average d) Bad

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