DECLARATION BY THE CANDIDATE

Dated

I I h he er re eb by y d de ec cl la ar re e t th ha at t t th he e w wo or rk k p pr re es se en nt te ed d i in n t th hi is s p pr ro oj je ec ct t r re ep po or rt t e en nt ti it tl le ed d
WORKING OF FOOD DEPARTMENT OF HYPER CITY, BHOPAL S Su ub bm mi it tt te ed d i in n t th he e
p pa ar rt ti ia al l f fu ul lf fi il ll lm me en nt t o of f M MA AS ST TE ER R O OF F B BU US SI IN NE ES SS S A AD DM MI IN NI IS ST TR RA AT TI IO ON N i in n B B. .T T. . I IN NS ST TI IT TU UT TE E
O OF F R RE EA AS SE ER RC CH H A AN ND D T TE EC CH HN NO OL LO OG GY Y, , is my own work conducted under the
supervision of MR. ANURAG CHAURASIYA {FACULTY GUIDE, B.T.I.R.T}

To the best of my knowledge this report does not contain any work which has
been submitted for the award of any degree, anywhere.


Signature of the candidate
Arunesh Singh
M.B.A 3
rd
SEM


CERTIFICATE

This is to certify that Arunesh Singh student of M.B.A 3
rd
SEM has successfully
completed the minor project entitled WORKING OF FOOD DEPARTMENT
submitted to the MR. ANURAG CHAURASIYA, FACULTY GUIDE, B.T.I.R.T in the
partial fulfillment of the award of the degree M.B.A under BABULAL TARABHAI
INSTITUTE OF RESEARCH & TECHNOLOGY, Sagar(M.P.).






Signature of the H.O.D Faculty guide:
MR. ANURAG CHAURASIYA

CERTIFICATE

Dated: -
The project-report entitled WORKING OF FOOD DEPARTMENT of hyper CITY,
BHOPAL is prepared by MR.ARUNESH SINGH under the guidance and supervision
of MR. ANURAG CHAURASIYA for the partial fulfillment of the degree of M.B.A.


NO
.
COMMENT BY SUPERVISIOR HEAD OF
DEPTT.
EXAMINER
1. Contents & presentation of subject matter
2. Language
3. Embodies the original work of candidate
4. Submission within due date

Signature of the candidate Signature of Examiner


Signature of the head of department


ACKNOWLEDGEMENT

A summer internship project is a golden opportunity for learning and self
development. I consider myself very lucky and honored to have so many
experienced people who lead me throughout completion of this project. I take
this responsibility to express gratitude & thanks to all those who helped in various
ways on the successful completion of my project report.
I am thankful to DR. JAYANT DUBEY (H.O.D) to provide me opportunity to do this
project & for the successful completion of my SIP. I am thankful to teachers for
their kind encouragement. I am thankful to my project guide MR. ROHAN
PAHALWAN for his guidance.
I owe a debt of gratitude to my faculty guide M MR R. . A AN NU UR RA AG G C CH HA AU UR RA AS SI IY YA A a an nd d S SI IP P
c co oo or rd di in na at to or r V VI IS SH HA AL L C CH HA AT TT TR RI I f fo or r t th he ei ir r e ef ff fo or rt ts s & & w wh ho o h he el lp pe ed d t to o p pr ro ov vi id de e m me e t to o g ge et t
s su uc ch h a an n e ex xc ce el ll le en nt t o op pp po or rt tu un ni it ty y. .
I would like to thanks to all the customers for their kind cooperation. I am also
thankful to the entire Hyper CITY staff for their kind guidance. Last, I would like to
thank my family members, seniors, friends whose blessings my path.

ARUNESH SINGH
M.B.A. 3
rd
SEM
CONTENTS
TOPICS

PAGE NO.
DECLARATION
CERTIFICATE
ACKNOWLEDGEMENT
PREFACE
INTRODUCTION 1-41
HISTORY 42
OBJECTIVES 43
RESEARCH METHODOLOGY 44-50
SAMPLING METHOD & SIZE 45
RESEARCH TYPE 46
DATA COLLECTION METHOD 47-48
RESEARCH DESIGN 49-50
DATA ANALYSIS & INTERPRETATION 51-59
SWOT ANALYSIS 60
PEST ANALYSIS 61-62
LIMITATION 63
CONCLUSION 64
SUGGESTION 65
GLOSSARY OF TERMS 66
BIBLIOGRAPHY 67
QUESTIONNAIRE 68-69

PREFACE

This project report is on the WORKING OF FOOD DEPARTMENT. We can read
theories from books but to perform on real life situation efficiently we need
practical experience.
Management courses are designed to produce future managers. The students of
M.B.A. need to get the practical experience as they have to deal with real life
problems. Hence project works are a part of M.B.A. courses.
My project report is based on WORKING OF FOOD DEPARTMENT & objective is
to know about the company, their product line, SWOT analysis, competitive
environment and marketing mix.
This gives overall view about FOOD DEPARTMENT OF HYPER CITY.










INTRODUCTION
INTRODUCTION TO RETAIL SECTOR IN INDIA
Retail means directly selling to the consumers in small quantities. Retailing in
India is one of the pillars of its economy and accounts for 14 to 15 percent of its
GDP. The Indian retail market is estimated to be US$ 450 billion and one of the
top five retail markets in the world by economic value. India is one of the fastest
growing retail markets in the world, with 1.2 billion people.
As of 2013, India's retailing industry was essentially owner manned small shops. In
2010, larger format convenience stores and supermarkets accounted for about 4
percent of the industry, and these were present only in large urban centers.
India's retail and logistics industry employs about 40 million Indians (3.3% of
Indian population).
Until 2011, Indian central government denied foreign direct investment (FDI) in
multi-brand retail, forbidding foreign groups from any ownership in
supermarkets, convenience stores or any retail outlets. Even single-brand retail
was limited to 51% ownership and a bureaucratic process.
In November 2011, India's central government announced retail reforms for both
multi-brand stores and single-brand stores. These market reforms paved the way
for retail innovation and competition with multi-brand retailers such as Walmart,
Carrefour and Tesco, as well single brand majors such as IKEA, Nike, and Apple.
In January 2012, India approved reforms for single-brand stores welcoming
anyone in the world to innovate in Indian retail market with 100% ownership, but
imposed the requirement that the single brand retailer source 30 percent of its
goods from India. Indian government continues the hold on retail reforms for
multi-brand stores.

In June 2012, IKEA announced it had applied for permission to invest $1.9 billion
in India and set up 25 retail stores. On 14 September 2012, the government of
India announced the opening of FDI in multi-brand retail, subject to approvals by
individual states.
On 20 September 2012, the Government of India formally notified the FDI
reforms for single and multi brand retail, thereby making it effective under Indian
law.
On 7 December 2012, the Federal Government of India allowed 51% FDI in multi-
brand retail in India. Some states will allow foreign supermarkets like Walmart,
Tesco and Carrefour to open while other states will not.












LOCAL TERMS
Organized retailing, in India, refers to trading activities undertaken by licensed
retailers, that is, those who are registered for sales tax, income tax, etc. These
include the publicly traded supermarkets, corporate-backed hypermarkets and
retail chains, and also the privately owned large retail businesses.
Unorganized retailing, on the other hand, refers to the traditional formats of low-
cost retailing, for example, the local corner shops, owner manned general stores,
paan/beedi shops, convenience stores, hand cart and pavement vendors, etc.
Organized retailing was absent in most rural and small towns of India in 2010.
Supermarkets and similar organized retail accounted for just 4% of the market.
India's retail and logistics industry, organized and unorganized in combination,
employs about 40 million Indians (3.3% of Indian population).

The typical Indian
retail shops are very small.
Over 14 million outlets operate in the country and only 4% of them being larger
than 500 sq ft (46 m
2
) in size. India has about 11 shop outlets for every 1000
people.
Vast majority of the unorganized retail shops in India employ family members, do
not have the scale to procure or transport products at high volume wholesale
level, have limited to no quality control or fake-versus-authentic product
screening technology and have no training on safe and hygienic storage,
packaging or logistics.
The unorganized retail shops source their products from a chain of middlemen
who mark up the product as it moves from farmer or producer to the consumer.
The unorganized retail shops typically offer no after-sales support or service.
Finally, most transactions at unorganized retail shops are done with cash, with all
sales being final.
Until the 1990s, regulations prevented innovation and entrepreneurship in Indian
retailing. Some retails faced complying with over thirty regulations such as
"signboard licenses" and "anti-hoarding measures" before they could open doors.
There are taxes for moving goods to states, from states, and even within states in
some cases.
Farmers and producers had to go through middlemen monopolies. The logistics
and infrastructure was very poor, with losses exceeding 30 percent.












GROWTH OF RETAIL SECTOR IN INDIA
Growth over 1997-2010
India in 1997 allowed foreign direct investment (FDI) in cash and carry wholesale.
Then, it required government approval. The approval requirement was relaxed,
and automatic permission was granted in 2006. Between 2000 to 2010, Indian
retail attracted about $1.8 billion in foreign direct investment, representing a very
small 1.5% of total investment flow into India.
Single brand retailing attracted 94 proposals between 2006 and 2010, of which 57
were approved and implemented. For a country of 1.2 billion people, this is a very
small number. Some claim one of the primary restraints inhibiting better
participation was that India required single brand retailers to limit their
ownership in Indian outlets to 51%. China in contrast allows 100% ownership by
foreign companies in both single brand and multi-brand retail presence.
India has only 5386 stand-alone cold storages, having a total capacity of 23.6
million metric tons. However, 80 percent of this storage is used only for potatoes.
The remaining infrastructure capacity is less than 1% of the annual farm output of
India and grossly inadequate during peak harvest seasons. This leads to about
30% losses in certain perishable agricultural output in India, on average, every
year.
Indian laws already allow foreign direct investment in cold-chain infrastructure to
the extent of 100 percent. There has been no interest in foreign direct investment
in cold storage infrastructure build out.
Experts claim that cold storage infrastructure will become economically viable
only when there is strong and contractually binding demand from organized
retail. The risk of cold storing perishable food, without an assured way to move
and sell it, puts the economic viability of expensive cold storage in doubt.
In the absence of organized retail competition and with a ban on foreign direct
investment in multi-brand retailers, foreign direct investments are unlikely to
begin in cold storage and farm logistics infrastructure.
Until 2010, intermediaries and middlemen in India have dominated the value
chain. Due to a number of intermediaries involved in the traditional Indian retail
chain, norms are flouted and pricing lacks transparency.
Small Indian farmers realize only 1/3rd of the total price paid by the final Indian
consumer, as against 2/3rd by farmers in nations with a higher share of organized
retail.

The 60%+ margins for middlemen and traditional retail shops have limited
growth and prevented innovation in Indian retail industry.
A 2007 report noted that an increasing number of people in India are turning to
the services sector for employment due to the relative low compensation offered
by the traditional agriculture and manufacturing sectors.
The organized retail market is growing at 35 percent annually while growth of
unorganized retail sector is pegged at 6 percent. The Retail Business in India is
currently at the point of inflection. As of 2008, rapid changes with investments to
the tune of US $ 25 billion were being planned by several Indian and multinational
companies in the next 5 years.
It is a huge industry in terms of size and according to India Brand Equity
Foundation (IBEF), it is valued at about US$ 395.96 billion. Organised retail is
expected to garner about 16-18 percent of the total retail market (US $ 65-75
billion) in the next 5 years.
India has topped the A.T. Kearneys annual Global Retail Development Index
(GRDI) for the third consecutive year, maintaining its position as the most
attractive market for retail investment. The Indian economy has registered a
growth of 8% for 2007.
The predictions for 2008 are 7.9%.

The enormous growth of the retail industry has
created a huge demand for real estate. Property developers are creating retail
real estate at an aggressive pace and by 2010, 300 malls are estimated to be
operational in the country.
Growth after 2011
Before 2011, India had prevented innovation and organized competition in its
consumer retail industry. Several studies claim that the lack of infrastructure and
competitive retail industry is a key cause of India's persistently high inflation.
Furthermore, because of unorganized retail, in a nation where malnutrition
remains a serious problem, food waste is rife. Well over 30% of food staples and
perishable goods produced in India spoil because poor infrastructure and small
retail outlets prevent hygienic storage and movement of the goods from the
farmer to the consumer.
One report estimates the 2011 Indian retail market as generating sales of about
$470 billion a year, of which a minuscule $27 billion comes from organized retail
such as supermarkets, chain stores with centralized operations and shops in
malls.
The opening of retail industry to free market competition, some claim will enable
rapid growth in retail sector of Indian economy. Others believe the growth of
Indian retail industry will take time, with organized retail possibly needing a
decade to grow to a 25% share.
A 25% market share, given the expected growth of Indian retail industry through
2021, is estimated to be over $250 billion a year: revenue equal to the 2009
revenue share from Japan for the world's 250 largest retailers.
The Economist forecasts that Indian retail will nearly double in economic value,
expanding by about $400 billion by 2020. The projected increase alone is
equivalent to the current retail market size of France.

In 2011, food accounted for 70% of Indian retail, but was under-represented by
organized retail. A.T. Kearney estimates India's organized retail had a 31% share in
clothing and apparel, while the home supplies retail was growing between 20% to
30% per year.
These data correspond to retail prospects prior to November announcement of
the retail reform. The Indian market offers endless possibilities for investors.














THE INDIAN RETAIL MARKET
Indian market has high complexities in terms of a wide geographic spread and
distinct consumer preferences varying by each region necessitating a need for
localization even within the geographic zones.
India has highest number of outlets per person (7 per thousand) Indian retail
space per capita at 2 sq ft (0.19 m
2
)/ person is lowest in the world Indian retail
density of 6 percent is highest in the world. 1.8 million Households in India have
an annual income of over 45 lakh (US$71,550.00).
While India presents a large market opportunity given the number and increasing
purchasing power of consumers, there are significant challenges as well given that
over 90% of trade is conducted through independent local stores.
Challenges include: Geographically dispersed population, small ticket sizes,
complex distribution network and little use of IT systems, limitations of mass
media and existence of counterfeit goods.
A number of merger and acquisitions have begun in Indian retail market. PWC
estimates the multi-brand retail market to grow to $220 billion by 2020.
Notable Indian retailers
Future Group.
Reliance Industries.
Aditya Birla Group.
Bharti Enterprises, including joint venture with Walmart.
Fabindia: Textiles, Home furnishings, handloom apparel, jewellery.
The Bombay Store: Indian Artifacts, Home furnishings, jewellery.
Shoppers Stop, Crossword, Hyper City, Inorbit Mall.
Foreign companies planning to operate in India are Carrefour, Costco Wholesale,
and Tesco.
Challenges
McKinsey study claims retail productivity in India is very low compared to
international peer measures. For example, the labor productivity in Indian retail
was just 6% of the labor productivity in United States in 2010.
India's labor productivity in food retailing is about 5% compared to Brazil's 14%;
while India's labor productivity in non-food retailing is about 8% compared to
Poland's 25%.
Total retail employment in India, both organized and unorganized, account for
about 6% of Indian labor work force currently - most of which is unorganized.
About a third level in United States and Europe and about half of levels in other
emerging economies.
A complete expansion of retail sector to levels and productivity similar to other
emerging economies and developed economies such as the United States would
create over 50 million jobs in India. Training and development of labor and
management for higher retail productivity is expected to be a challenge.
In November 2011, the Indian government announced relaxation of some rules
and the opening of retail market to competition.







INDIAN RETAIL REFORMS
Until 2011, Indian central government denied foreign direct investment (FDI) in
multi-brand Indian retail, forbidding foreign groups from any ownership in
supermarkets, convenience stores or any retail outlets, to sell multiple products
from different brands directly to Indian consumers.
The government of Manmohan Singh, prime minister, announced on 24
November 2011 the following:-
India will allow foreign groups to own up to 51 per cent in "multi-brand
retailers", as supermarkets are known in India, in the most radical pro-
liberalization reform passed by an Indian cabinet in years.
Single brand retailers, such as Apple and IKEA, can own 100 percent of their
Indian stores, up from the previous cap of 51 percent.
Both multi-brand and single brand stores in India will have to source nearly
a third of their goods from small and medium-sized Indian suppliers.
All multi-brand and single brand stores in India must confine their
operations to 53-odd cities with a population over one million, out of some
7935 towns and cities in India. It is expected that these stores will now have
full access to over 200 million urban consumers in India.
multi-brand retailers must have a minimum investment of US$100 million
with at least half of the amount invested in back end infrastructure,
including cold chains, refrigeration, transportation, packing, sorting and
processing to considerably reduce the post harvest losses and bring
remunerative prices to farmers.
The opening of retail competition will be within India's federal structure of
government. In other words, the policy is an enabling legal framework for
India. The states of India have the prerogative to accept it and implement
it, or they can decide to not implement it if they so choose. Actual
implementation of policy will be within the parameters of state laws and
regulations.
INTRODUCTION TO HYPER CITY
Retailing in India is up for transition. It has broken claustrophobic space of an
eggshell and reared to grow into a giant. K Raheja Corp is pioneer in organized
retail sector in india. They successfully established retail stores like Shopper's
Stop, inorbit mall, Hyper CITY & crossword apart from successes in realty &
hospitality.

The group is expanding its retail chains across the country on the back of the vast
experience it gathered from feedbacks and keen observance of people's taste
keeping in tune with its culture, customs, traditions and income. Crossword,
Inorbit Mall & Hyper City have set new bench marks on the basis of information
and adaptation of worldwide changes, innovations and new techniques in
retailing practices.
Hyper CITY Retail (India) Ltd. operates hypermarkets in India. Its stores offer
meat, seafood, breads, cereals, spices, flour, pulses, dry fruits, tea, coffee, juices,
jams, cakes and patisseries, flowers, fruits and vegetables, and gourmet meals;
utensils, cutlery, bake ware, crockery, glassware, pots'n'pans, implements, bed
linen, towels, cushions, table linen, pillows, duvets, and quilts; and clothing,
footwear, sunglasses, watches, hair accessories, bags, and jewelry.
The companys stores also provide microwaves, cook-tops, and mixer-grinders;
furniture and toys; and bicycles and sports gear for cricket, football, basketball,
volleyball, boxing, and baseball. In addition, it offers gift vouchers for the
corporate gifting; and operates car wash facilities. The company was founded in
2005 and is based in Mumbai, India. It has store locations in Mumbai, Jaipur,
Hyderabad, Ludhiana, Benguluru, Ahmedabad, Pune, and Bhopal. As of June 30,
2010, Hyper CITY Retail (India) Ltd. is a subsidiary of Shoppers Stop Limited.



HYPER CITY
PARENT COMPANY K RAHEJA CORPORATION GROUP
CATEGORY FOOD RETAIL
SECTOR LIFESTYLE & RETAIL
TAGLINE BIG STORE. BIG SAVINGS.
USP(UNIQUE SELLING POINT) Extremely huge 1,200,000 sq. ft. supermarkets
with a myriad of products and services ranging
from food & grocery, electronics, furniture to
health etc.

Hyper CITY 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, Hyper CITY is India's favourite
Hypermarket.
Hyper CITY features the best global design, infrastructure and safety features by
partnering with the best talent from around the world. Hyper CITYs commitment
to the environment extends beyond energy-saving infrastructure and design.
The best products from around the world, intuitive store design, and adherence
to international standards to service make Hyper CITY an unmatched experience.





SERVICES AT HYPER CITY, BHOPAL
Hyper CITY Extended Warranty :
Our electronics come with a unique feature.
Peace of mind! Pay a nominal fee.
We'll cover mechanical & electrical breakdown.
Get the benefit of genuine parts.
Free parts and no labor charge.
Hassle free repairs.
Inflation proof.
Free replacement if not repaired.
Accepts all International Cards :
Hyper CITY has tied up with ICICI bank for swiping international cards of foreign
nationals on separate EDC machines. The following are the benefits of the facility
to these customers:
The customer can choose to make payment in home or foreign currency.
The conversion from foreign currency to INR will be at the current
prevailing rate.
Master/Visa will not charge any extra charges to the customer.
The customer gets a bill for the exact amount from the card issuing bank, in
home currency, on a charge slip.
Home Delivery :
Home Delivery: Hyper CITY is committed to extending high standards of customer
service even beyond shopping through our Home delivery service. Our aim is to
delight our customers through timely delivery of goods, every time.
Hyper CITY's home delivery service is aimed at setting the industry benchmark.
The mantra of 'Delivery on Time-Every Time' is what underlines the service. Also
to ensure that the service standards are raised and not compromised Hyper CITY
has decided to manage the process in-house.
Home Delivery Team: Home delivery are handled by a highly capable, friendly
and well groomed team comprising of delivery people, installers, customer
service associates etc. who would be adapt in handling installation of goods
ranging from furniture to electronics and health equipment etc.
Exchange Policy
We are pleased to offer exchange within 14 days of your purchase on production
of the original cash memo. The product should be unused, undamaged, in the
original packaging and in saleable condition. Jewelry, watches, cosmetics, mobile
phones, MP3 players, innerwear, swimwear and any altered merchandise will not
be exchanged. All appliances & electronics items will be exchanged subject to the
warranty & guarantee terms of the manufacturer, with a valid receipt. Furniture
items will be exchanged or refunded in any circumstances unless it has a
manufacturing defect in the first year of its purchase and if it is not repairable by
us once the furniture has been assembled at the customer's address.
Terms & Condition
We issue credit note/s valid for 1 month from the date of issue.
All credit notes will have to be fully utilized in a single transaction. All cash
transactions will be refunded in the form of credit note.
Credit card transactions will be refunded back to the credit card account or
credit note as per customer convenience.
Under no circumstances we issue cash refunds.
In case of loss of credit note/s, no duplicate will be issued.
Please retain your cash memo in case of any future reference of your
purchase.
In the event of any dispute, the same shall be subject to Mumbai
Jurisdiction.
Repairs & Warranty
Comprehensive after-sales services are provided through an exclusive Service
Centre backup facility, on products that have a guarantee or service warranty.
Crossword
Be informed, entertained and enlightened at the Crossword Book Store where
you will find the widest range of books, movies, music, toys, stationary etc. now
also available at Hyper CITY.
Titan Eye
Titan Eye offers wide range of stylish and contemporary eyewear through
exclusive optical stores across the country. They provide zero-error eye testing,
international designs and style trends, wide range of distinctive, attractive frames,
scratch-resistant lenses in a friendly environment with specially trained retail &
clinic staff at selected Hyper CITY stores.
Restaurant and Cafes:
Sit down for a relaxing cup of coffee at Indias favorite coffee shot, Caf Coffee
Day or enjoy freshly baked cakes & savories at Fresh Basket bakery at Hyper CITY.






AWARDS & RECOGNITION
INTERNATIONAL AWARDS
Hyper CITY, Mumbai won The Award of Merit for Large Format Specialty
Store at the United States International Design Awards 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 awards function for the
Institute of Store Planners/VM+SD International Store Design, New York.
Hyper CITY was voted as India's top retail store by Retail Week, a leading
U.K. magazine revered by retailers worldwide. It was voted as the 100
Shops You Must Visit across the world and was featured amongst
internationally renowned stores such as Bloomingdales New York,
Selfridges U.K, Louis Vuitton Paris and Carrefour Shanghai. The special
report carried weight age 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
businessmen, analysts, retail consultants, editors and top shoppers around
the globe.
DOMESTIC AWARDS
Hyper CITY 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.
Hyper CITY Pune Store was awarded for the best Store design in the
Hypermarket Category at the VM&RD Awards 2012
(Visual Merchandising & Retail Design)
Retail Forum held on the 10th and 11th Oct 2012 Hyper CITY has been
awarded the most admired Retailer in the Hypermarket Category.
Coca Cola Golden Spoon Awards 2009 - Images award for excellence in
food retailing awarded Gourmetcity as "Most Admired Food Retailer of the
Year" & "Innovative Retail Concept".
Star Retailer Awards awarded Gourmetcity Debutant Retailer of the Year
2008.
The Bold 100 - IDG India CIO magazine has recognized Shoppers Stop and
Hyper CITY as a recipient of 2008 CIO 100 Award. The annual award
program recognizes those executives and organizations those are playing
not just to survive, but to win and embrace great risk for the sake of great
reward.
Most Admired Retailer of the Year for Retail Design & Visual Merchandising
- Images India Retail Forum, 2007.
Star Retailer - Value Retailer of the Year 2007.
Asia Retail Congress - Reid & Taylor Retailer of The Year (Hypermarket).










PARTNERS
To bring Indian shoppers a world-class retailing experience, Hyper CITY has
partnered with the "best of class."

Hyper CITY has partnered with JHP of London for in-store
design. JHP is a world-class retail design firm with
considerable experience in large format stores around
the world.

Hyper CITY has deployed best of breed technology
infrastructure from JDA, which is the leading global retail
technology provider. The JDA suite comprises of the
Merchandise Management System (MMS), WinDSS point
of sale, E3 Advanced Replenishment, and Intactix space
planning modules. The system ensures that customers
don't have to wait in long queues for billing, or
transaction processing. Thereby enhancing the overall
customer experience at Hyper CITY.

Johnson Diversey is a world class & trusted source of
Cleaning and Hygiene products and services. Since food
sanitation, store hygiene, safety, etc., are important in
any store, Johnson Diversey helps improve the customer
shopping experience across key interaction points like
food safety, sanitation, etc





HYPER CITY EXPERIENCE
The newest innovations, the freshest produce, the hottest fashion lines of the
season are all waiting to be explored at Hyper CITY. Enjoy a shopping experience
like no another that brings together malls, brands, shops and bazaars around the
world.
STORE DESIGN
Hyper CITY has been voted one of the 100 stores in the world you simply 'have' to
visit! Thats because the store design caters to almost every interest while
ensuring that customers can navigate and access their favourite products with
ease.
CUSTOMER SERVICE
Hyper CITY is a hypermarket in the true sense as it offers its customers Big store
Big savings along with a dominating assortment of quality products at a large,
modern and exciting format. It also offers other value added services like ATM
facility, telecom services, Bakery and Restaurants etc under one roof to make the
shopping experience richer, convenient and complete. Hyper CITY launched its
first store in Malad, Mumbai, which is spread over 1, 20,000 sq ft. Today, Hyper
CITY has accomplished a total of 12 stores since inception and has marked its
presence in cities like Mumbai, Hyderabad, Bengaluru, Bhopal, Ludhiana,
Amritsar, Pune, Ahmedabad and Jaipur. It offers over 44,000 products sourced
from both local & global markets to choose from & boasts of quality, distinctive,
dominant assortment at great value. Hyper CITY promises convenience of
everything under one roof & International shopping ambience that rivals the best
in the world. More than 2 million Customers visit Hyper CITY stores every month.


HYPER CITY PROMISES




HYPER CITY BRANDS
HYPER CITY has a wide array of exclusive brands across all categories. These
brands ensure increased value to our customers through superior product
offerings, quality and uniqueness at great prices.
FOOD & GROCERY
Everyday

Everyday is dedicated to bring wholesome food to your
family at great prices. Our products are packed under
hygienic conditions and are priced to offer real value,
every day. Hyper CITY encompasses everyday foods like
cereals, spices, flour, pulses, dry fruits and other products
Fresh Basket

Every Fresh Basket product guarantees freshness and
quality on a daily basis, with all the goodness locked in.
Fresh Basket offers the freshest selection of meat,
seafood, fresh produce, freshly baked breads, specialty
bread, etc.

Waitrose

Waitrose Voted the top supermarket chain in UK.
Exclusively available at Hyper CITY. Come and taste the
best of teas, coffees, juices, jams and more.
Terzo

The Power of Super clean is now in your hands.
Introducing Terzo Home cleaners with power of 3! The
range comprise of power cleaners, Everyday Cleaner,
Toilet cleaner, Floor Cleaner & Utensil Cleaner.




HOME
EBANO



Discover stylish essentials for your home with Hyper CITYs
exclusive brand ebano. ebano presents a selection of basic
products with a modern appeal. Bringing your home to life
with contemporary designs, vibrant colours, great value & is
present across Utensils, Cutlery, Bakeware, Crockery,
Glassware, Pots'n'pans, Implements, Bed linen, Towels,
Cushions, Table linen, pillows and more.
AVORIO

Make your home a more luxurious place with Avorio, the
exclusive brand from Hyper CITY. AVORIO offers exclusive,
versatile and classic designs to enhance your lifestyle. Avorio
spans Implements, Pots'n'pans, Glassware, Cutlery, Crockery,
Towels, Bed linen, Table linen, Duvets & quilts and more.

FASHION
JOOJOOBS

Discover Fashion for your little ones!! The Joojoobs range of
comfortable garments for infants includes designer infant
wear and infant western wear. The range combines the finest
quality fabrics & vivid colors to create a high value range of
infant wear.
CITY style

CITY Style Offers the latest trends in clothing in the market, at
prices that are affordable.

RIVER inc

A range of quality denims for men, ladies and kids. The range
comprises of basic denims, fashion denims, tees, cargos,
denim shirts and jackets.

APPLIANCES
TECHNIX

Our Technix range of appliances will be available across
microwaves, cook-tops and mixer-grinders.


SPORTS
RALEIGH

The Raleigh Series of bicycles are available exclusively at
Hyper CITY. Raleigh is one of the worlds biggest brands in
Bicycles. Raleigh bicycles are simple, elegant, efficient and
fun. They are designed with care and fitted with latest
technology. Raleigh has the following varieties in bicycles -
Mountain Sport, Platinum, Juvenile, Toy cycles, etc.
MAXIT

The Maxit line of sports equipment and apparels is available
exclusively at Hyper CITY. Maxit stands for - Maximum Range,
i.e. it offers a superior line up of sports gear at great value.
Maxit is available across sports categories like cricket,
football, basketball, volleyball, boxing and baseball.







SEGMENTATION, TARGETING & POSITIONING
Segmentation
In this step, customers are divided into various groups based upon criteria like
age, gender, education, income, lifestyle, interests etc. Here are some of the
criteria for segmenting market:
Demographic (Age, Gender, Ethnicity, Marital Status, Family Size etc.)
Geographic (City, State, Country, Continent or a Region like Central
America, Middle East Asia etc.)
Socio-economic (Income, Education, Occupation, Social class etc.)
Psychographic (Personality, Personal Values, Interests, Attitudes, Life style
etc.)
Behavioral (Benefits sought, Product usage etc.)
Segmentation benefits by allowing a company to group a very diverse market into
some key homogeneous groups. This segmentation allows them to see its
strengths, weakness, opportunities and threats in each segment and provides a
chance to develop their strategy for each segment.
A company may chose to ignore the segmentation and go ahead with a single and
undifferentiated marketing strategy, or chose different marketing strategies for
different segments, or may choose to just focus on only a few of the segments.
Targeting
Once Segmentation process is complete, the next step is Targeting. This step
basically involves selecting a subset of those segments for targeting i.e. the
segments that the company will try to sell to, and go after with its marketing
efforts. Targeting is important as every company has a limited amount of
resources and it is often not practical to target the entire market, especially if the
segments within the market are very diverse.

There are two main considerations while selecting a target market segment:
1) Segment Attractiveness : Companies chose how much a segment is attractive
or profitable based upon the segments size, growth potential, ability and
willingness to spend etc.
2) Competition and Companys capabilities : Looking at how companys core
capabilities and strengths align with the segment characteristics, and how much
competition the company will face in that segment. This allows a company to
assess the chances of its success in the given segment.
Positioning
Positioning is creating an image or identity of the product/service in the
consumers mind (relative to the competition). Positioning can be for a particular
product or for a brand or even for the entire company. The main focus is to create
a special position in the customers mind as this is how the customer will view
companys products relative to others when they make their buying decisions.
Segmentation and Targeting steps help create homogeneous groups, with each
group potentially requiring different Positioning strategy. Marketing Research
helps in getting to understand these Segments. Then the company decides what
impression or image it wants to create in the consumers mind to be successful in
selling its products or services, and selects appropriate advertisement and
promotional campaigns to create that image.
SEGMENT SUPERMARKET FOOD CHAINS
TARGET GROUP PRICE SENSITIVE INDIVIDUAL
POSITIONING Provide an international shopping
experience, where customers can shop
in comfort in a large, modern, & exciting
environment for the widest range of
products sourced from around the world

WORKING OF FOOD DEPARTMENT(F.M.C.G),
HYPER CITY, BHOPAL
Hyper CITY showcases 40,000-plus products across multiple categories, sub-
categories, brands, and SKUs with differentiated price-points targeted at a
million-plus customers at its 12 stores in India.
To understand overall working of Hyper CITY we have to understand its
organizational structure, departmental structure and its basic process which are
now discussed in detail.
STORE ORGANISATION STRUCTURE


DEPARTMENTAL OVERVIEW
Hyper CITY mainly consists of three departments. They are namely as follows:-
Food department.
General merchandise.
Fashion.
FOOD DEPARTMENT
Food department at Hyper CITY Bhopal consists of perishables, meat, food
(eatables), food (non eatables), staples and personal care & healthcare items.
DEPARTMENT FOOD
SUB DEPARTMENT NON FOOD
This section consists merchandise under following categories:-
FMCG (fast moving consumer goods).
FMCG Non food.
Staples.
Perishables.
Category drivers in food department
Ready food as a sub department contributes the highest sales to entire FMCG
food section followed by the beverages and then instant food. Ready food on an
average contributes to 40% to 45% sales, beverages 35% to 40% followed by
instant food which contributes 18% to 20% of the total sales generated by FMCG
food category.
Food FMCG department daily processes
End to end merchandising with promotional talkers at the center.
Minimum gap between the shelves.
Peg hooks of the same size placed end to end on the cross bar.
Same product category to be stacked on gondola.
Follow the 3 & 4 rule for all the product placements on the plinths.
Shelf edge should be dressed at the left of the product and should not be
folded, torn & having stains on it.
Look for brand blocks/ color blocks and ensure that these standards are
followed.
Number of facing should be equal for all the products on a shelf or follow
an event number placement.
All SKUs should be facing in one direction.
Ticketing in this section
Shelf should be placed on the left of the product and in line with the border of the
product.
Visual merchandising
VM representative daily walks the section and checks the signage printing, shelf
talkers, markdown signage & discover some new signage before store opening to
ensure display & cross merchandising standards are followed.
Communication through post
POST should be collected from the store coordinator.
Task should be accordingly implemented & status must be annotated in
POST document.
Lastly the document must be filed in the FMCG food POST file.
Data returns
This is used to reply to buyers on the queries that they may have. This is similar to
post.



Replenishments & triggers for the same
10/3/7 rule the store needs to be looking exactly the same as its looks in
the morning once refilled by the night time at 10/3/ 7 hours. This means all
the products should be refilled to maximum capacity at the above timings.
A store needs to be refilled once a carton full of product can go on shelf.
End caps needs to be full all the time with the products as these are
generally sold places.
Promotional bins should always be full.
Nuances in PICS
Products sold with wrong barcodes.
Single products sold at 2 different SKUs.
Receiving confirmation (RC) related issues.
Wrong SAV passed.
Wrong execution of promotions. Like taking floor stock for bundling instead
of free stock
Problems with EAN codes: 2 different products have same codes.
Wrong counting & data entry in scanner.
Pilferage.
RTV not done or data not available.
RTV done but stocks not taken by vendor.
Damages & RTV
All the products which are damaged or needs to be sent back to vendor for
reasons like defective/bad quality/wrong price, etc are collected at one allocated
price in the section and at 6:00 pm daily the details of the same is entered in the
return to back store memo and handled over to the receiving manager.


Sampling
This is done to enhance the customer experience at hyper CITY. Sampling is done
for tea & coffee at tea & coffee counter. Also various other products which a
customer may think twice before purchasing are sampled to increase the sales.
Quality checks for products
Needs to check entire merchandise through packs for
insects/fungus/beverages.
Adherence to shelf life of products.
First in first out (FIFO) is followed.
Puffing of tetra packs is a sign of bad quality product.
MC(mother child) SKUs sets
These are used whenever there are promotions running for which hyper CITY club
different SKUs to make an offer. For MC SKUs set the inventories are mapped to
the parent SKU. When the product is sold the inventories get deducted from the
child SKU.
GENERAL MERCHANDISE
General merchandise consists of electronics, sports, stationery & toys (STS), home
departments. Home department alone consists of sections such as home linen,
luggage, dcor sections.
FASHION
Fashion department consists of sections such as menswear, womens wear, kids
wear having many Hyper CITY owned brands merchandise under them. It also has
sections of mens & womens footwear.

Let us understand this departmentalization through food department example. In
food department the sub departments are food FMCG, FMCG Non food,
perishables, staples, ready food, instant foods, etc. Under these sub departments
biscuits, noodles & soups are classes & under these classes, sizes, flavor are sub
classes
READY FOOD
CLASS CLASS CODE
SAVORIES 101
BISCUITS 102
CONFECTIONERY 103
JAMS SPREADS 104
SAUCES 105

INSTANT FOOD
CLASS CLASS CODE
NOODLES & SOUPS 101
DESSERTS 102
CANNED FOOD 103
READY TO FRY 104
HYPER CITY STORE LAYOUT, DESIGN & VISUAL
MERCHANDISING
Store management consists of customer service, Managing the Store Layout,
Design and Visual Merchandising Atmospherics.
ATMOSPHERICS
Store physical characteristics that project an image & draw the customer; the
psychological feeling the customer gets when visiting a store.
ELEMENTS OF ATMOSPHERE
Exterior.
Store layout.
Internal display and visual merchandising.
General interiors.
STORE DESIGN OBJECTIVES
Creates retailers image and help him in strategy formulation.
Positive influence on customer satisfaction and purchase behavior.
Cost effective.
Flexible.
Meet needs of disabled.
Tradeoff in Store Design.
Allocation of Floor Space
Selling space
It is used for Merchandise displays and for interaction between customers
and sales personnel.



Merchandise space
It is used to stock non-displayed items of the store.
Employee space
It includes Changing/rest rooms. It is used to take lunch. It is strictly
controlled.
Customer space
It contributes to shopping mood. It includes benches, chairs, dressing
rooms, etc.
Area Mix in a Typical Departmental Store
Selling space: 60% Back area: 25% Circulation area: 15%
TYPES OF STORE LAYOUT
Grid layout.
Racetrack layout.
Free Form layout.
Spine layout.
GRID LAYOUT
Long gondolas in repetitive pattern.
Easy to locate merchandise
Encourages self-service
Does not encourage customers to explore store-Limited site lines to
merchandise
Allows more merchandise to be displayed
Cost efficient
Used in grocery and discount stores

Grid layout shown above in picture is of chocolate section, hyper CITY, BHOPAL.
RACE TRACK LAYOUT
It is a Loop with a major aisle that has access to departments and stores multiple
entrances.
Draws customers around the store.
Provide different site lines and encourage exploration, impulse buying.
Used in department stores e.g. Shoppers Stop,
FREE FORM(BOUTIQUE) LAYOUT
Fixtures and aisles arranged asymmetrically.
Pleasant relaxing ambiance doesnt come cheap small store experience.
Inefficient use of space.
More susceptible to shoplifting salespeople cannot view adjacent spaces.
Used in specialty stores and upscale department stores e.g. Benetton, Fab
India.
Hyper CITY Bhopal uses grid layout mentioned above which have long gondolas
which facilitate customer to easily locate the merchandise.
DISPLAY AREAS
Feature areas.
End caps.
Promotional aisle.
Freestanding fixtures.
Point-of-sale areas.
Walls Space Planning



Allocating floor/shelf space includes:
Locating merchandise in store (or on website).
Where should merchandise be displayed?
How much space should be allocated to each category/item?
How many items of each SKU should be displayed?

Fixture Type and Density
Fixtures complement the type of merchandise. The different types of fixtures
are:-
Jewelry Store: Expensive woodwork, marble and granite
Sportswear store: More metal and plastic
Density of fixtures to complement density of merchandise
Types of Apparel Display Fixtures:-
a) Gondola.
b) Straight Rack.
c) Rounder.
d) Four-Way.
CREATING A STORE ENVIRONMENT

Music to suit target market; can be varied - impact on shopping behavior
Scent: Fragrances varied as per target market.
Colors of merchandise, general interiors Store Exteriors Building Marquee:
Sign displaying store name Store Entrance: Number, Type (Revolving, self-
opening, push/pull),
Lighting, Walkways Display Windows: -identify store and offerings -induce
people to enter Surroundings.

VISUAL COMMUNICATIONS
It includes
Coordinate signs and graphics with the stores image.
Inform the customer.
Use signs and graphics as props.
Keep signs and graphics fresh.
Category signage helps consumers negotiate throughout the store to find
the product categories they are looking for.
Directional, Departmental, and Category Signage Directional and
Departmental Signage are large signs that are usually placed fairly high, so
they can be seen throughout the store.
Limit the copy of signs.
Use appropriate typefaces on signs.
Create theatrical effects like lighting.
Highlight merchandise.
Structure space and capture a mood.
Downplay features.
Music to suit target market and can be varied - impact on shopping
behavior.
Smell Fragrances varied as per target market, merchandise, general
interiors.
Cross merchandising
It is the practice of marketing, or displaying products from different categories (or
store departments) together, in order to generate additional revenue, known
sometimes as add-on sales, or incremental purchase. These are customer-centric
strategies, aimed at improving the overall customer experience. The following
picture is of cross merchandising of plates & spoons can be used to eat snacks.

Directional, Departmental, and Category Signage
Directional and Departmental Signage are large signs that are usually placed fairly
high, so they can be seen throughout the store.
Category Signage is smaller than directional and departmental signage and is
intended to be seen from a shorter distance; they are located on or close to the
fixture itself where the merchandise is displayed.
Departmental Signage
Departmental signage serves as the highest level of organization in an overall
signage program. These signs are usually large and placed fairly high to they can
be seen throughout the store.

Category Signage
Category signage helps consumers negotiate throughout the store to find the
product categories they are looking for. The size of category signage varies widely
from a lettering that is a few feet in height to merely inches.

Point-of-Sale (POS) Signage
Point-of-Sale Signage Is relatively small signage that is placed very close to the
merchandise and is intended to give details about specific items. Point-of-Sale
(POS) Signage POS signage for clearance and sale items tends to be in red to draw
a consumers attention.
Lifestyle Graphics
The Limited uses lifestyle graphics to convey the image of the product to the
consumer. Here the limited conveys the casual nature of one apparel line.
STORE EXTERIORS
Building.
Marquee: Sign displaying store name.
Store Entrance: Number, Type (Revolving, self-opening, push/pull), flooring
and lighting.
Walkways.
Display Windows to identify store and offerings to induce people to enter.
Surroundings
Hypermarkets
Characteristics of hypermarkets are:-
Very Large in Size.
Combination of food (60-70%) & gen. merchandise (30-40%). Could be
called a superstore that combines a supermarket & a department store.
Displays an enormous range of products under one roof.
Provide Customer with all routine shopping needs in one trip.
Worlds largest chains of hypermarket today are Wal-Mart, followed by
Carrefour of France. Tesco in UK India has about 25 hypermarkets today
and estimated that it can accommodate over 1,000 hypermarkets in 67
retail destinations by 2010.
Hyper CITY in Malad, Bhopal, Amritsar, Jaipur, Mumbai, Bangalore,
Hyderabad, Ahemdabad, Pune, Baroda( K.Raheja), etc.
Hypermarkets typically stock Merchandise ranges from groceries, & sports
equipment to furniture, appliances to computer & electronics. Fresh foods- dairy
produce, meat, fish and vegetables are their specialty. Hypermarket is somewhat
of a big discount store that, ideally, stocks 60 per cent food and 40 per cent non-
food items.
Hypermarkets are designed to generate higher revenues and delivery gains in
terms of branding, merchandising, display, variety and choice. Owing to the huge
volume of sales generated at hypermarkets, overheads stay low enabling them to
function like discount stores.

Globally, hypermarkets account for 60 per cent of the retail sales. Subhikshas in
Chennai which has over 70 stores across Chennai have distanced from
hypermarkets.
At the same time RPG group, which runs Foodworld, opened its hypermarket
called Giant in Hyderabad. Similarly, Pantaloon group opened its hypermarkets
Big Bazaar in Hyderabad, Kolkata and Bangalore. Initially, hypermarkets started
in Southern part of the country and slowly moved to Metro cities.












DAILY WORKING PROCESSES OF HYPER CITY
There are twelve processes in total which are used on daily basis for smoothly
functioning of Hyper CITY. They are as follows:-
STOCK TAKE/PICS (PERPETUAL INVENTORY COUNT SYSTEM).
PRICE CHECK.
RTV/SAV.
RECEIVING.
CODE MANAGEMENT.
CUSTOMER SERVICE DESK.
CHECKOUT/CASHIERING.
MERCHANDISING STANDARDS.
STORE POST.
PROCESS WORD GAME.
EMPLOYEE DISCOUNT.
DISCOVERY CLUB LOYALTY PROGRAMME.
PICS(PERPETUAL INVENTORY COUNT SYSTEM)
A system of records maintained by controlling department which reflects physical
movement of the stock and their current balances. The perpetual counting system
(often called cycle counting) can save money, increase accuracy of the count,
and reduce disruption in your operation during the count. The reasons most often
cited in favor of cycle counting is that the complexity of doing an annual physical
inventory is much greater and therefore there is more chance for error.
To get the most advantage out of the cycle counting process, include the
following steps in your annual line review and count:
Using your inventory control system ranking feature calculate the
popularity of a particular item once a year.
Determine which inventory should have the stocking quantity set to 0
based on the last years historical sales. If your vendor will take it back and
exchange it for faster moving inventory, pull the inventory you want to
send back and set the quantities on hand to 0.
Count the inventory by vendor or product line, depending on what makes
since for your business. Divide the entire inventory into 12 logical segments
and determine which month you plan on counting a particular segment.
After your count is done, look at your history of lost sales during the year. If
you determine that an items popularity has increased during the year,
consider raising the stocking quantity value so you will stock more of the
most popular items.
When receiving inventory, there are several important considerations to
remember. When you are receiving inventory into QuickBooks or a similar
system, separate freight and other non inventory charges from the inventory,
otherwise the value of your inventory will be inflated. This is especially important
if you use a separate point of sale or inventory control system.
In the past 12 months cost of goods sold has significantly increased for many
industries. Make sure your current cost is always accurate in your system. When
possible, recalculate the selling price to achieve your companys target gross
margin for that item.
Businesses that use this approach find they have more accurate inventory book
value, lose fewer sales, and have a higher gross margin than those that dont.




CODE MANAGEMENT
It involves following:
SKU(STOCK KEEPING UNIT)
SKU are used at Hyper CITY for codification, it consists of nine digit number. In the
field of inventory management, a stock keeping unit or SKU is a code on distinct
item, such as a product or service, as it is offered for sale that embodies all
attributes associated with the item and that distinguish it from all other items. For
a product, these attributes include, but are not limited to, manufacturer, product
description and material, size, color, packaging, and warranty terms.
When a business takes an inventory, it counts the quantity of each stock keeping
unit. SKU can also refer to a unique identifier or code that refers to the particular
stock keeping unit.
International Article Number (EAN)
An EAN-13 barcode (originally European Article Number, but now renamed
International Article Number even though the abbreviation EAN has been
retained) is a 13 digit (12 data and 1 check) barcoding standard which is a
superset of the original 12-digit Universal Product Code (UPC) system developed
in the United States. The EAN-13 barcode is defined by the standards organization
GS1.
The EAN-13 barcodes are used worldwide for marking products often sold at
retail point of sale. The numbers encoded in EAN-13 bar codes are product
identification numbers, which are also called Japanese Article Number (JAN) in
Japan. All the numbers encoded in UPC and EAN barcodes are known as Global
Trade Item Numbers (GTIN), and they can be encoded in other GS1 barcodes.


Ticketing
Ticketing in food department is much more essential than its looks because
everyday new products came on to floor. The new sku no. is allotted to them &
therefore its necessary to be cautious so that all problems which are related
wrong inventory can be eradicated. A ticket generally consists of :-
Product name & size.
Offer product category.
Stock keeping unit (SKU).
European article number (EAN).
Bay number.
Vertical height of shelf in bay from downwards to upwards.
Horizontal location number of shelf from left to right.
Facing.
Height.
Depth.
Maximum retail price (MRP).
Hyper CITY price.
A Hyper CITY ticket can be best understood through following diagram:

Key points to remember about ticket
If our price is reflected in:
RED COLOUR it indicates markdown (M).
YELLOW COLOUR it indicates promotion (P).
GREEN COLOUR it indicates new launch (N).
Offer product category is represented by various alphabets which
represents following:-
P Promotion.
R Regular.
G General.
M Markdown.
N New.
A Active.

MANAGEMENT INFORMATION SYSTEM
Maintaining such a huge store is much difficult process for its management team
but this seem to be possible because of their effective management information
system (MIS).
A management information system (MIS) can be defined as a system that:
Provides information to support managerial functions like Planning,
organizing, directing, controlling.
Collects information in a systematic and a routine manner which is in
accordance with a well defined set of rules.
Includes files, hardware, software and operations research models of
Processing and storing, retrieving and transmitting information to the
users.
A management information system (MIS) is a subset of the overall internal
controls of a business covering the application of people, documents,
technologies, and procedures by management accountants to solving business
problems such as costing a product, service or a business-wide strategy.
Management information systems are distinct from regular information systems
in that they are used to analyze other information systems applied in operational
activities in the organization. The term is commonly used to refer to the group of
information management methods tied to the automation or support of human
decision making, e.g. Decision Support Systems, Expert systems, and Executive
information systems.
An effective MIS has the following objectives
1. Facilitate the decision making process by furnishing information in the
proper time frame. This helps the decision maker to select the best
course of action.
2. Provide requisite information at each level of management to carry out
their functions.
3. Help in highlighting the critical factors to the closely monitored for
successful functioning of the organization.
4. Support decision-making in both structured and unstructured problem
environments.
5. Provide a system of people, computers, procedures and interactive query
facilities, documents for collecting, sorting, retrieving and transmitting
information to the users.
M.I.S AT HYPER CITY
Management information system at HYPER CITY consists of following:-
Wastage.
Shrinkage.
Negative inventory.
D.C.C (discovery club card).
Ill be back.
WASTAGE
Under wastage that merchandise comes which is wasted due to many reasons
such as temperature, during transportation, etc which are partially controllable.
SHRINKAGE
Under shrinkage those merchandise comes which is reduced, decreased in size or
amount along with time period, temperature, etc.
NEGATIVE INVENTORY
Negative inventory means those merchandises which are calculated in inventory
of a single product due to wrong ticketing or wrong tickets attached to them.
DISCOVERY CLUB CARD
Hyper CITY provides special privileges to their customer who joins their
permanent membership club. They issue membership card to those customers by
charging 100 rupees as fee & provide 50 points to them immediately after 24
hours of issuing card & in that month only if their purchase amount exceeds more
than 500 rupees they provide 150 as reward points.
Through that card customer earn discovery points on selected merchandise
purchase. Those points can be converted into equivalent rupees and can be
deducted from their respective shopping amount or can be converted into cash.
ILL BE BACK
If Ill be back tag is placed over any ticket of any product it means that product is
out of stock and is expected to come soon.










Hyper CITYs RETAIL STORE MANAGEMENT
SYSTEM: PROFIT WITH PROMOTIONS
In the year 2009, the senior management at Hyper CITY, India's leading
hypermarket, had a difficult issue to deal with. With growth in its customer-base,
the retailer was forced to buy and stock more number of and a greater variety of
products. But it led to piling up of unsold stocks at several stores due to frequent
fluctuation in demand.

Hyper CITY showcases 40,000-plus products across multiple categories, sub-
categories, brands, and SKUs with differentiated price-points targeted at a
million-plus customers at its 12 stores in India. Such expansive nature of its
business makes it a challenging task for the retailer to introduce marketing
promotions.
With the Oracle retail software, the retailer can now introduce store-specific
offers for a particular category, brand, or even SKU.
Hyper CITY's solution for perishable items

The perishable items such as vegetables and fruits demand quick promotions to
dispose of the stock. Hyper CITY is able to execute store-specific offers for such
products on a daily basis.
Veneeth Purushotaman, Business Head - Technology at Hyper CITY Retail India
says that Oracle Retail Solution helps the business users to execute new offers
every few hours in a single day. Already, Hyper CITY has started introducing store-
specific Happy Hour promotions on perishable items at any point of the day (as
per the need), such as every day after 8 PM on bakery products.
Point of sale terminal (POS) at Hyper CITY

Each Hyper CITY outlet has about 30 point of sale terminals (POS terminals). The
total user base of the suite at every store is over 100 of which close to 60% are
cashiers. The retailer provided a week-long training to its billing desk staff.
Oracles application can handle various payment modes such as credit / debit
cards or cash. Hyper CITY now intends to integrate the retail solution with its
loyalty program in the near future.
"Currently a cashier at the point of sale terminal has to swipe the loyalty card
separately. Once we integrate the two programs one process will be eliminated,
reducing the time a customer has to spend at the terminal," says Veneeth
Purushotaman, Business Head - Technology at Hyper CITY Retail India.
Pramod Kapoor, DGM - Delivery Head, Infodart, the project implementation
partner of Hyper CITY informs that the three-component structure of the
software further saves time for Hyper CITYs customers. "The retail management
products traditionally used in India had only two components: Point of Sale (POS)
and Central Office. With Oracle Retail Back Office (ORBO), the software helps to
speed up the billing process. Every time a product is bought, POS updates the
ORBO database, which is hosted at the store, and does the billing. This eliminates
the need to update the entire database residing at the central office and thus
decreases the time a customer spends at the point of sale (POS) terminal."
Oracle retail management software at Hyper CITY up close

The Oracle software deployed at Hyper CITY is a Java-based hardware-platform
independent application that focuses purely on retail management. It combines
the features of Retek and 360Commerce, two retail management software
companies the vendor acquired six years ago.
The software has three components: Oracle Retail Point of Sale (ORPOS), Oracle
Retail Back Office (ORBO), and Oracle Retail Central Office (ORCO).
ORCO is hosted at the server at the head office and it facilitates central allocation
of pricing, promotions, setting of rules, and events to be executed at individual
stores. ORBO focuses on store-specific functions such as start-of-day / end-of-day
inventory and cash maintenance, management of staff and time schedules, and
promotions.
ORPOS automates the transaction processes at the cash counters. ORPOS and
ORBO are hosted at the store level. All the pricing and promotion details for each
product are held by ORBO which constantly communicates with ORPOS.
Simplified campaign management at Hyper CITY

With its retail campaign management tool, the merchandising team at Hyper CITY
can set up promotions specific to:
All stores OR specific store.
All product categories or specific categories.
Discount rule type: A promoter can select and manage any type(s) of
campaign, such as 'Buy One Get One', 'Happy Hours', the campaigns with
percentile discounts, those with rupee discounts, and customer-specific
campaigns.
The start and end date of each of the promotions can be specified.
The start and end time can be specified for time-based promotions like
Happy Hours.
The 'source' and 'target' options of the management console can be used to
have further variations like 'mix and match' and 'cross category' campaigns.
















VISION

To be an integral part of customer lives, by offering them high quality
shopping experience through great products at ever better prices.














HISTORY
HYPER CITY


Type Hypermarket.
Industry Retailing.
Founded 2006.
Head quarters Mumbai, India.
Key people Mr. Mark Ashman(CEO), Ashutosh Chakradeo(CMO), Veneeth
Purushotaman(Senior VP technology), Darshana Shah(senior VP
marketing).
Number of
locations
12(2013)
Areas served India.
Website www.Hyper CITYindia.com
Hyper CITY Retail (India) Ltd. Founded in 2006 is a part of the K. Raheja Corp.
Group, a leader in the Indian retail sector. K Raheja Corp helped create retailing in
India with Shopper's Stop, Inorbit Mall and Crossword apart from their successes
in realty and hospitality.
Hyper CITY launched its first store in Malad, Mumbai, which is spread over
1,200,000 sq ft. Today, Hyper CITY has accomplished a total of 13 stores since
inception and has marked its presence in cities like Hyderabad, Bangalore, Jaipur,
Amritsar, Bhopal, Ludhiana, Ahmedabad and Pune.
OBJECTIVES OF THE STUDY

To gain knowledge about entire working processes & sub processes of
food department.
To briefly study about various available brands of Hyper CITY.
To know about marketing strategy of Hyper CITY.
To ascertain customers attitude towards the brand.













RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem.
Every project report conducted scientifically has specified frame work for
controlling data collection.
This framework is called research design. Its function is to ensure that required
data are collected accurately & economically. There are generally two types of
research design. These are:-
Exploratory research.
Conclusive research.
The type of research design used in this project is exploratory & applied research.
Exploratory research in which new relationship are discovered, & looking to the
research that is finding out the most dominant attributes for research & the
market leader in respect to market strategy.
Applied research aims at finding a solution for an immediate problem facing a
society or an industrial/business organisation, whereas fundamental research is
mainly concerned with generalisations and with the formulation of a theory.
Design of exploratory studies
It helps us to discover new relationship & ideas. The researchers imagination is
the key factor, however three lines if attack may help in finding hypothesis of
value.
Study of secondary sources of information.
Survey of individuals who have ideas on general subject.
Analysis of selected cases.


Sampling method and size
The sample units in this project are the customers, wholesalers, & retailers
because it is through them; we are able to collect information needed for this
report.
The size of the sampling is 100 & a non profitability sampling has been applied
because it is not possible to get list of universe elements, which is must for
profitability sampling method. So, the convenience sampling method has been
used.
Convenience sampling is sampling, anyone who comes in contact with the
researcher is interviewed it is possible where the items of universe to be sampled
are homogenous.
Research process
Research process consists of series of steps which is necessary effectively carry
out research. The following chart represents that the research process consists of
no. of related activities.


INTERPRETATION OF REPORT
ANALYSIS OF DATA
DATA COLLECTION
RESEARCH DESIGN
FORMULATE HYPOTHESIS
REVIEW OF LITERATURE
PROBLEM DEFINITION
Research type
Research types are used to identify & classify the elements & characteristics of
the subject. Quantitative techniques are used to collect, analyze & summarize the
data. In hyper CITY data & information are collected to analyze the inventory
control techniques.
Here analytical research is also used as descriptive research is extended to
suggest & explain the causes of changes in inventory & the factors that effecting
inventory & inventory control techniques. Applied research is followed i.e.,
problem solving research is applied in this project.
The already known theory & knowledge of retail management are studied &
applied to practical situations like of hyper CITY inventory & understand the
variations in levels of inventory & find out alternative method for increasing
operational efficiency.
Field work
During the field operation, all possible efforts were made to minimize the errors
so that the data collected may not provide wrong information. Caution was taken
at every step while the respondents were filling up the questionnaire. a lot of
time was given to the respondents so that they could understand the question
asked.






DATA COLLECTION METHOD
Primary data collection
The method used to collect the data is from primary sources. The method is
appropriate as compared to secondary data available looking to the objectives of
this project report.
The method used to collect data is a survey in which questionnaire is prepared &
given to the respondents to fill it. It is not possible to collect information from
observation, it catches the physical activates of the person.
Data collection methods are of two types questioning & observation.
Questioning
Here, the data is collected is by asking questions from whom we are
supposed to have desired information. The question may be asked in
written or oral. A format list of question is often called questionnaire.

Observation
When data are collected through the observation, the researcher do not
ask the question, instead they keep track of the research design which is
used in the necessary data collection in one or both of these two methods.
Secondary data collection
Probably the quickest and the most economic way for researchers to find out the
possible hypothesis is to take advantage of the work of others & of their own
earlier efforts. In a relatively short time, researcher can scan a large volume of
possible data.
It is generally collected through secondary sources like newspapers articles,
magazines, journals, internet, earlier reports & surveys.

Study of individual with ideas
All people who have any association with the efforts to market the product
in question are potential sources of information. Such individual involve the
top executive & sales managers, sales representative, wholesaler &
consumers who have used the product.
Analysis of the selected cases
The case method most intensive study of relatively small number of
situation for e.g. an investigator might make a detailed investigation of a
few customers, a few retail stores or a few small town markets. In some
instances the number of cases studied is reduced to one. When one or few
unit is examined, the process is called the case method & each unit is called
a case.


















RESEARCH DESIGN

Research type : Exploratory, conclusive.
Venue : Sagar
Research instrument : Questionnaire
Research approach : Survey method
Sample size : Customer 100
Type of questionnaire : Structure not disguised
Type of question : close ended questions
Sampling plan:
Sampling unit : Respondents of Sagar
Sample size : 100 peoples
Sampling procedure : simple random sampling
Contact method : personal
Mode of collecting data : The respondent are chosen
Randomly and requested to
give
opinion. The questions are
then asked in a predetermined
sequence.
The secondary data is
Collected from books,
Journals, websites etc.
Data processing : a number of table to be
Prepared to bring out the
main Characteristics of the
collected data.
Inferences to be drawn from
the data collected.




















DATA ANALSIS & INTERPRETATION
Which type of retail stores do you prefer for shopping?




This pie chart shows that the 87% of people prefer organized retail stores for
shopping while 13% of people prefer unorganized retail store


ORANISED RETAIL STORES 87%
UNORGANISED REATIL STORES 13%
Do you think that there is much price difference
between hyper CITY & other retail stores?


This graph shows customer opinion that whether there is much price difference
between merchandise at hyper CITY and other retail stores.
NO 71% YES 29%
In current scenario what you think which retail store is
major competitor to hyper CITY?


This pie chart shows customer opinion that which retail store is posing a strong
competition to hyper CITY in percentile terms.


RELIANCE FRESH 48%
VISHAL MEGAMART 29%
SPENCERS 13%
BIG BAZAAR 3%
Do you think organized retail stores provide more
services & facilities than unorganized stores?


This bar graph shows that how many customers believe that more services &
facilities are rendered by organized retail store rather than unorganized retail
store.

YES 66 %
NO 34 %
Do you find out any quality difference between the
products of both the stores?


This pie chart shows that how many people believe that there is quality difference
between the products of organized retail stores & unorganized retail stores.





YES 69%
NO 31%
Which hyper CITY brand do you prefer mostly
against other known brands in food department?


This pie chart shows that which hyper CITY brands are preferred mostly by
customers against other known brands in food department.


EVERYDAY 52%
FRESH BASKET 17%
WAITROSE 24 %
OTHER 7%
In your opinion what should be the promotional
media through which hyper CITY can reach its
target customer?



This pie chart shows the customer opinion that which promotional media can be
used by hyper CITY at best to reach its target customers.



PROMOTIONAL MEDIA
NEWSPAPER 47 %
F.M 30 %
T.V
OTHER 5 %
Are you satisfied with the quality of hyper CITY
perishables fresh basket brand?


This pie chart shows that how many customers are satisfied with the quality of
perishables fresh basket brand of hyper CITY.




NUMBER OF CUSTOMER SATISFIED
YES 73 %
NO 27 %
Do you believe that direct promotional events
which are conducted on special occasions helps in
increasing sales?

This pie chart shows that how many people believe that direct promotional
campaigns organized on occasions helps in boosting sales.



CUSTOMER OPINION
NO 12 %
YES 88 %
SWOT ANALYSIS

STRENGTH Leader in the Indian retail sector with prior experience
in running retail stores such as Shoppers stop, Inorbit
mall and crossword before establishing, Hyper CITY.
Accomplished over 12 Hyper CITY superstores in India
in all major cities such as Mumbai, Hydrabad, Pune,
Bangalore etc.
Excellent management team with experience of many
years in running retail business.
Large economies of scale compared to competitors.

WEAKNESS

Huge infrastructure costs involved in Hyercity projects.
Low possibility of success of this store format in lower
tier-2 and tier-3 cities.
Huge operating costs put an upward pressure on prices.

OPPORTUNITIES

Expansion in other major cities of India such as Delhi,
Lucknow, Chandigarh etc.
Development of its own in-store brands.
Massive advertising and brand promotion.
Putting sound customer loyalty programmes in place.

THREATS

Increasing competition from other retailers and store
formats.
Recession in real estate and infrastructure sector.
Rising inflation for food and fuel prices.




PEST ANALYSIS
PEST or PESTEL analysis is a simple and effective tool used in situation analysis to
identify the key external (the macro environment level) forces that might affect
an organization. These forces can create both opportunities and threats for the
organization. Therefore, the aim of doing PEST is to find out the current factors
affecting the company, what changes are going to happen in the external
environment and to exploit those changes or defend against them better than
competitors would do. The outcome of PEST is an understanding of the overall
picture surrounding the company.
Figure 1. Macro environment forces affecting a firm (PEST including legal,
environmental, ethical and demographic forces)


PEST analysis can also be done to assess the potential of a new market. The
general rule is that the more negative forces are affecting that market the harder
it is to do business in it. The difficulties that will have to be dealt with significantly
reduce profit potential and the firm can simply decide not to engage in any
activity in that market.
PEST analysis is the most general version of all PEST variations created. It is a very
dynamic tool as new components can be easily added to it in order to focus on
one or another critical force affecting the company. Although following variations
are more detailed analysis than simple PEST, the additional components are just
the extensions of the same PEST factors. The analysis probably has more
variations than any other strategy tool:





Limitations

The main limitations that I confronted with dealing with the people are:-
Some customers are unwilling to cooperate.
Information provided by customers is not exact. There is chance of personal
bias.
Some of officers were hesitating in giving data.
Some of the officers refused completely for providing any sort of
information.
Very few officers provide information about the area of customers
complaints.
It was extensive questionnaires based study so everything in detail was not
found.
Some of customers did not know English; since they are unable to give
information correctly.

CONCLUSION

From my survey I concluded that HYPER CITY is one of the best hypermarkets in
India. Its promotional technique is also attractive. Everyone is fond of their
brands. It has been ahead of others because:-
It offers great range of merchandise from food to home, fashion to general
merchandise, high tech appliances to sports, stationery, toys, etc under one
roof.
It provides services such as extended warranty, accepts all international
cards, home delivery, titan eye, crossword, caf coffee day.
Hyper CITY brands as well as other brands are easily available at best
affordable prices as compared to other stores.
It gives due emphasis on sound promotional activities.
Its sales are increased majorly due to great range of merchandise, less
prices offered, improved services coupled with sound promotional
activities.
Hyper CITY great mix of daily working processes make it organized over
other organized hypermarkets.
Hyper CITY manufactures its own brand there by reduces its unit cost
production, enhances its quality and generates competitive advantage over
others.

SUGGESTIONS

Hyper CITY every time effort is to maximize the sales through various
activities. Therefore they should consider all marketing mix variables
(product, price place, promotion) so that they can maintain their
leadership position over closest competitors like reliance fresh.
The Hyper CITY brands quality are good but they should focus on
promoting them. It is the basic tool to retain the target customers.
Hyper CITY should focus on lowering prices of merchandises than M.R.P,
especially in food section so that it can attract price conscious customer
who are driving towards reliance, vishal megamart, etc.
Hyper CITY should move according to the latest trends and should
always be ready to introduce innovative features into their products so
that they can compete with ever changing environment.
Product price should be competitive to other brands they should try to
minimize the per unit price of the product, so that they can compete
with other known brands.
The promotions activities of any company are one of the major reasons
of it success. Sound promotion activities are necessary to promote the
company sales. More the customers gets aware about the product,
more will be the sale. A company can create a better brand name
through different promotions policies i.e. discount, offers etc.


GLOSSARY OF TERMS

Merchandising - merchandising is any practice which contributes to the
sale of products to a retail consumer.
SKU - a stock keeping unit or SKU is a distinct item, such as a product or
service, as it is offered for sale that embodies all attributes associated
with the item and that distinguish it from all other items.
EAN - an endcap is a display for a product placed at the end of an aisle.
Gondola - A gondola is a freestanding fixture used by retailers to display
merchandise.
Visual merchandise - Visual merchandising is the activity and profession
of developing the floor plans and three-dimensional displays in order to
maximize sales.
PICS - A system of records maintained by controlling department which
reflects physical movement of the stock and their current balances.
RTV - It is a process of hyper CITY under which damaged products are
returned to the vendor.
SAV It is a process of hyper CITY under which perishables dump are
returned.
Grid layout store layout which have long gondolas which facilitate
customer to easily locate the merchandise.
Racetrack layout - It is a store layout under which there is a loop with a
major aisle that has access to departments and stores multiple
entrances.
Free Form layout - store layout under which Fixtures and aisles arranged
asymmetrically. There is inefficient use of space.


BIBLIOGRAPHY

Marketing management : Philip kotler.
Marketing research : Mr.D.D.Sharma.
Marketing management : S.A.Sherlekar.
Retailing management : Michael levy.
Barton A. weitz.
Ajay pandit.
Retailing management : Swapna pradhan
Retail management : Gibson G. vedamani
Websites : www.wikipedia.org
www.HyperCITYindia.com
economictimes.indiatimes.com
strategicmanagementinsight.in
businesstoday.intoday.in
timesofindia.indiatimes.com
www.business-standard.com

B.T.I.R.T SAGAR (M.P)
Questionnaire
Consumer/retailer
Dear respondent,
This information is required for project entitled WORKING OF FOOD
DEPARTMENT, HYPER CITY, BHOPAL your response will be kept confidential &
will be used for academic / research purpose only.
Thanking you
Name of student: ARUNESH SINGH
MBA 3
rd
sem
Name of respondent . Phone no.
Address: ...........................................................
Please answer the relevant questions:
Which type of retail stores do you prefer for shopping?
a. Organised
b. Unorganised

Do you think that there is much price difference between Hyper CITY &
other retail stores?
a. Yes
b. No
In current scenario what you think which retail store is major competitor to
Hyper CITY?
a. Spencers
b. Big bazaar
c. Reliance fresh
d. Vishal megamart

Do you think organized retail stores provide more services & facilities than
unorganized stores?
a. Yes
b. No
Do you find out any quality difference between the products of both the
stores?
a. Yes
b. No
Which Hyper CITY brand do you prefer against other known brands in food
department?
a. Everyday
b. Fresh basket
c. Waitrose
d. Other
In your opinion what should be the promotional media through which
Hyper CITY can reach its target customer?
a. Television
b. Newspaper
c. F.M
d. Other
Are you satisfied with quality of Hyper CITY perishables fresh basket brand?
a. Yes
b. No
Do you believe that direct promotional events which are conducted on
special occasions helps in increasing sales?
a. Yes
b. No
Your experience & views

.....