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ACKNOWLEDGEMENT

A good project work requires sound knowledge of the subject concerned and skilled to make proper use of this knowledge. I am very gratefulto all who equippad us with the right mindset to make us still more receptive to such knowledge and skill. In the pursuit & accomplishment of the present project.The project maker wishes to thanks his teachers and retail store 'spencers' who render their invaliable assistanceand has motivated and supported me morally in overcomming all the difficulties faced in the present project .

DECLARATION

I NIKHIL PARMAR ,enrolment no.-IASE/2/07/D/01627 soleny declare that this projectis a faithful &record of benefited work carried out by me under the supervision of the teacher and the retail store . I further declare that to the best of my knowledge the work presented in the project is original.

INTRODUCTION
The youngest of all shopping malls in Gurgaon,this shopping malls is from MGF builders the same who have erected MGF Metropolitan. This one appears to be small in size as compared to MGF Metropolitan mall but has some most reputed stores of India. CTC Plaza and Spencers Hyper are two most famous brands who have started operations from MegaCityMall. The best part of MegaCityMall is its central space inside and a fully operational Food Factory. Spencers Hyper is not just a store but its a mini shopping mall. Its huge in area, very spacious ,they have every variety of groceries, food & beverages ,clothing,a separate store with in for books, music, mobile phones, electronics, nirulas, coffee shop and more. Frankly , you would not need to go anywhere else once you get in to Spencers Hyper Gurgaon. This is a must visit place. It would remind you of TESCO or Sainsbury of UK Wal-Mart of USA, if you have ever been there. The main attraction of Megacity Mall is CTC Plaza and the recently opened Spencers Hyper retail store. The opening of Spencers Hyper store was an event in itself. This would remain a major attraction of this mall and would pull more buyers than any other store in Mega city.

Spencers overlook
Fastest growing retail stores with multiple formats and retailing food, apparel, fashion, electronics, lifestyle products, music and books. Established in 1996. Retail footage of over 2 million sq. ft. and over 400 spencers store in 65 cities. It has 15 hyper market s and 374 daily and express stores across 55 cities in the country. Multi format retail chain. Attracts 4.5 million customers a month.

WHAT SPENCERS SELL ? They believe in presenting you with a unique experience that complements your shopping. An experience that can only be delivered through valuing your time & making you feel special. These are the values that these have internalized over the last 100 years to deliver what we call ,shopping, the spencers way. Which is all about endless choices in food, fashion, home and entertainment in an international shopping environment. Imported food products and a broad choice in regional preferences are also available. A specialty and organic food section, extensive fish and meat counter, delicatessen and variety of food take-away option promise to gratify every variant of the consumers shopping requirements. The store dcor, designed by international retail brand & store design consultants gives an international ambience comprising modern day store fixtures, curved signages to provide zone identification and give visual relief, top of the line instore navigational aids and state of art in-store communication elements ensuring the best overall shopping experience. Carefully selected wood veneers, vitrified tiles, specialized retail illumination, along with a combination of warm tones and white lighting, visiual merchandising, feature displays and innovative merchandize presentation complement the warm and friendly, upscale look and feel of the stores. In fact, spencers is the first organization to bring in international in-store design to suit the preferences of todays aspirational shoppers. Spencers Retail Limited is one of Indias largest multiformat retailer chain in India. At spencers they have for you an extensive range of products & durables, designed to satisfy all your shopping needs. They are proud today of their 350 stores across 60 cities covering a retail trading area of 1.3 million sq.ft. & an astonishing 4.5 million customers a month. However , all these figures & statistics would mean nothing if they couldnt put a smile on your face. It has been & will always be their constant effort .No wonder, after more than 100 years, people continue to trust the name spencers. And this trust has been the outcome of a consistent high-quality service. For every want, for every need : Spencers are glad that they are able to provide all that people need, & all that they wish they had. From an endless choice of foods & exotic fruits &vegetables to household needs, home dcor &consumer durables. Whether you are designing your home or plan to have a party, They have your basket ready with them. So come & discover the joy of shopping at spencers.

SPENCERS HERITAGE Spencers quality is a time tested phrase, which has been ingrained in the minds of the Indian consumers for over 100 years now. And it still continues to evoke a warm aura of trust & goodness. In 1863, since they first opened their gates to the Indian consumers, they have like all successful businesses, reinvented themselves with the times. But their endeavour, by which they still stand firm, has always been to provide a pleasant & delightful shopping experience for you, their valued customers. As RPG, when it took over Spencers, they pioneered the retail revolution in India, by introducing the concept of specialty stores like Food World, Health, and Glow and Music World. And this pioneering spirit still burns strong. They feel proud to share the fact that in 2000, they introduced the Indian consumer to the first ever Hypermarket.

Why spencers ? They have currently 400 stores spread across the country with a retail trading area of nore than One and half Million sq.ft. across 66 cities. One of the largest multi-format retailer chain. They have a footfall of over 5 million who walk in every month in all the stores across the chain. Guarantees a captive audience. Consumers view brands advertised on in-store media networks 40% more positively. In-store advertising has 57% Brand Recall as compared to 24% for TV Ads. Consumers watch in-store media ads. On an average of 7 minutes per visit. 360 degree branding solution for clients. In-store promotions, branding & Retail Television to take your brand to millions of customers.

BENEFITS:
REACH CUSTOMERS ON A NATIONAL PLATFORM. SUSTAIN AD FLIGHTS OVER A ONE MONTH PERIOD.

LEVERAGE THE APPEAL OF SEDUCTIVE 26 LCD SCREENS. ELIMINATE MEDIA WASTAGE.

LAUNCH NEW PRODUCTS. GEOGRAPHICALLY TARGET BROADCAST MESSAGES.

RUN TACTICAL BRAND PROMOTIONS. BOOST THE EFFECTIVENESS ADVERTISING. & IMPACT OF BROADCAST

INCREASE THE POWER OF TRADITIONAL IN-STORE PROMOTIONS.

ENJOY ENHANCED AND POSITIVE BRAND RECALL

NEW VENTURES

Spencers retail has announced a tie up with british retailer Woolworths plc for exclusively selling its famous toy brand CHAD VALLEY through its outlets. Besides the chad valley range of toys (available at prices of Rs.49 onwards), wool worths is also planning to introduce the lady bird range of kids wear.

VISION
To build spencers as the most professionally managed retail business in the country through : Excellence in all operating processes. Nuturing and facilitating a learning and growth culture. Building a unique retail experience for the customers

MISSION
Strives to exceed the aspirations of its customers for a healthy and fulfilling life style by providing: The most innovative customer goods and detectable taste experience. The ultimate shopping experience . Unsurpassed customer service . Unbeatable value. The next place away from home or office to relax and indulge themselves.

MAJOR INVESTMENT PLAN


it will be going in for a public issue with in the next 12 months or raise capital for expansion. The company will be investing Rs.10 billion over the next 3 years using both internal sources and an Ipo. The company has already reserved 1 million sq. ft. of space all over the country and will be creating close to 10,000 jobs in its different formats. Spencers retail currently employs 4,500 people and has 6 billion sq. ft. of space.

Formats of spencers outlets


Spencers has retail footage of over 2 million sq. ft. and over 400 spencers stores in 65 cities. The cooperation through the following formats :

Spencers Hyper markets: a fast growing retail network of hyper markets with large format stores in Mumbai, Gurgaon, Ghaziabad, Lucknow, Calicut, Hydrabad, Vizag, Vijayawada, Aurangabad,Durgapur & Kolkata. Spencers Super : one of the largest super market chains in food & grocery segment in India. Spencers daily : small format stores conveniently located with a range of product to meet daily house hold needs. Spencers express : food & grocery store next door.

Spencers express
Its a store next door for the fresh needs at arms length. These stores are around 1000 sq. ft. in size. They are open from 7am to 9pm and also provide with home delievery. The express stores stock dairy, fruit & vegetable, bread and bread products, cut vegetables/ready to cook, fruit juices, fresh batter, fresh coffee or tea, fresh masalas, fresh pickles, ghee, fresh fish and meat.

Spencers daily
It is friendly neighborhood store which caters to the entire daily shopping needs from regular groceries to fresh food and also weekly top-up shopping About 4000-7000 sq.ft. in size and with a bright & friendly atmosphere, spencers daily saves the hassle of bargaining with the local kirana shop owners(because it offers the lowest possible prices)

Spencers fresh
Spencers fresh stores provide with an enjoyable & convenient shopping environment in very own neighborhood. These 2000 sq.ft. air-conditioned stores are well stocked with fresh food of the very best quality, such as fresh farm produce ,vegetables, fruits, milk, eggs, breads and much more. With an impressive range and a clean, bright & hygienic ambience , spencer fresh is far better the regular sabzi mandis or local vegetable market and at spencers fresh consumers not only do get fresh ,clean and tasty farm produce but also the lowest possible prices in the locality ,yes even lower than sabziwala!

Spencers super
It is the place to go for the monthly shopping About 8000-15000 sq.ft. in size, the spencers super not only caters to the daily needs but also stocks home care products, personal care products bakery, chilled & frozen food, baby care besides groceries & staples, fresh fruits & vegetables.

Spencers hyper

The spencers hyper markets are huge destination stores, more than 25,000 sq.ft. in trading area. Shoppers come here looking for fantastic deals across all categories. Hyper markets ensure a comfortable, clean, bright and functional ambience to shop along with the convenience of finding everything under one roof at the best value for money.

SNAPSHOT:DIFFERENT FORMATS OF SPENCERS

Format

Spencers express

Stocks Min.trading area (sq.ft.) dairy, fruit & vegetable, bread and 1,000 bread products, cut vegetables/ready to cook, fruit juices, fresh batter, fresh coffee or tea, fresh masalas, fresh pickles, ghee, fresh fish and meat. fresh farm produce ,vegetables, fruits, milk, eggs, breads and much more Regular groceries home care products, personal care products bakery, chilled & frozen food, baby care besides groceries & staples, fresh fruits & vegetables Miscelleneous 2,000 4,000-7,000 8,000-15,000

Spencers fresh Spencers daily Spencers super

Spencers hyper

More than 25,000

Data collection techniques:Data for a research can be collected from two sourcesa) Primary data collection. b) Secondary data collection . Primary data collection:Primary data is collected by surveying the sampling units or the elements of the sampling units. Primary data is the first hand information gathered to solve the research need. Secondary data collection:Secondary data is collected from the companys internal and external resources. While the internal source include the companys literature , annual reports, rules reports etc. the external source could be independent magazines, journal, legal documents, government gazettes,internet, etc.

TOP MANAGEMENT OF RPG R.P.GOENKA(chairman emeritus) HARSH GOENKA(chairman) SANJIV GOENKA(vice chairman)

Target and task assigned


The company guide had assigned a task of market research on brand awareness and their comparison with different competitors.

Achievements
I had visited the stores and collected information about : 1. Their products and sales. 2. Market knowledge 3. Competitors in the market 4. Brand Value of the product 5. Target customers

Strategy which I adopt to achieve the targets


To achieve a goal successfully one needs to sketch a perfect roadmap or strategy to destination and also needs to follow the path strictly. The strategies I had adopted to achieve the above mentioned targets and objectives are: Survey Data collection through questionnaire Visiting the stores Limitations which I face while completing a task Time constraint Data collection Less response by the dealers and customers

LEARNINGS During training I had learned about market competition among the companies and strategies adopted by them to promote their product I had prepared a questionnaire and filled by different dealers in the market on basis of that Spencers and Big bazaar are the leading players in the market (in retail sector) Maximum sales occurred during marriages , festivals and other holidays(like week ends) Maximum mode of payment by the customers is through credit card and cash House wives constitutes largest section among the customers

COMPARATIVE FINDINGS
Spencers have a good brand awareness among the consumers. FMCG products have major acceptance of all the offerings of spencers, among customers. The consumers are not much satisfied of the offers introduced by spencers. HWP is the slowest moving section of the outlet. Big bazaar have better promotional schemes than spencers. Big bazaar have better range than spencers. The target customer of both the companies are different. Big bazaar have greater acceptance among the customers in comparision to spencers.

Suggestions
1. In order to improve its business, spencers should introduce more competitive promotional schemes such as those in big bazaar. 2. The bakery solution should sell the products at cheaper rates. 3. The product range of spencers should be improved in order to match that exiting big bazaar.

4. For creating more awareness in the market, Spencers


should advertise more and can organize some events ,etc.

5. They should make some effective loyality programme for


retaining the customers.

6. Store should change their theme, pattern and display


from time to time. This would also help in increasing the shopping time in the store.

BIBLIOGRAPHY and REFERENCES 1. www.scribd.com 2. www.spencersretail.com 3. www.google.com 4. www.yahoo.com

Customer Questionnaire (please mark[ ] in the appropriate box) Ques. 1. (A) Name: (B)Gender: i.) Male [ ] ii.)Female [ ] .

(C)Age group: i.)Below 18 [ ] ii.)18-25 [ ] iii.)26-40 [ ] iv.)Above 40[ ].

(D)Address: . (E)Email id: .. (F)Contact no.: (G)Occupation: i.)Salaried [ ] iii.)Housewife [ ] v.)Others [ ]. (H)Monthly Income : i.)Below 10,000 [ ] ii.)10,001-20,000 [ ] ii.)Business man [ ] iv.)Student [ ]

iii.)20,001-40,000 [ ] iv.)More than 40,000 [ ]. Ques. 2. How did you come to know about spencers ? i.)Print ad [ ] ii.) Leaflets [ ] iii.) Banners [ ] v.)Friends/Relatives [ ] iv.) Regular visitor [ ] vi.) Just happened to see it [ ].

Ques.3. How often do you visit spencers ? i.) Once in a week [ ] ii.) More than once a week [ ] iii.) Once in a month [ ] iv.) Occasionally [ ]

v.) This is my first visit [ ] . Ques.4. What short of perception spencers has in your mind ? .. .. Ques.5. Can you recall the logo of the spencers ? i.) Color .. ii.) Logo ........... iii.) Tag line ..

Ques.6. When and Where did you see the last advertisement / outdoor promotion of spencers ? . Ques.7. Which section of spencers you like the most and why ?
................................................................................................................................. ...............................................................

Ques.8. Please rate the spencers on the following attributes (from 1 to 5) : Excellent Customer services Ambience Product quality Product range Location Ques.9. How much time do you spend in shopping in Spencers ? i.) Half an hour [ ] ii.) One hour [ ] iii.) More than one hour [ ]. Good Average Fair Poor

Ques.10. What needs to be improved in spencers store ? Ques.11. How should Spencers communicate to you for the new promotions and new products ? i.) Advertisements in newspapers [ ] ii.) Advertisements on Television [ ] iii.) Advertisements in radio [ ] iv.) Leaflets [ ] v.) Hoardings & Banners [ ] vi.) Emails [ ] vii.) Any other(please specify) [ ]. Ques.12. Any suggestion / comments. (THANKS FOR YOUR COOPERATION)

Corporate Questionnaire Introduction : Dear Sir / Madam, I would like to take this opportunity to introduce Spencers to you and would like to ask a few questions. a.) Company Name : .. b.) Nature of Business : . c.) Origin / Location : .. Ques.1. Are you aware of Spencers ? i.) Yes [ ] ii.) No [ ]. Ques.2. Have you ever visited any of the following spencers stores in gurgaon ? i.) Mgf Mega City Mall [ ] ii.) Supermart 1,DLF phase iv [ ] iii.) Main market,sector-14 [ ] v.) Huda market,sector- 4 [ ] vii.) Huda market, sector- 23 [ ] . Ques.3. How many employees do you have in your organization? ... Level of Employees salary bracket . i.) Less than 10,000 [ ] ii.) 10,000 15,000 [ ] iii.) 15,000 25,000 [ ] iv.) Above 25,000 [ ]. Ques.4. Do you give some gifts to your employees / channel partners / customers ? i.) Yes [ ] ii.) No [ ] . iv.) Huda market,sector-31 [ ] vi.) Huda market,sector- 10A [ ]

Ques.5. What kind of gifts you give to your employees / channel partners / customers ? . And when ? . Ques.6. Which company you deal with for corporate gifts ? . Ques.7. If Spencers provide any kind of offers / packages / deals to your employees / channel partners at corporate level , would you be interested. i.) Yes [ ] ii.) No [ ] . Ques.8. What kind of offer would you like from Spencers ? i.) Loyalty card [ ] ii.) Discount card [ ] iii.) Gift voucher [ ] iv.) Special offer [ ] v.) Others [ ].. Ques.9. Can we put offers on your notice board ? ............................................................................................................... i.) Contact Person... ii.)Department.. iii.)Designation. iv.)Contact number. v.)Address ``````````````` `````````````` ````````````````````````` ````````````````````` ```````````` Date of Appointment Time of Appointment Name of person.. COOPERATION) ````````~~~~~~~~~~~~~~~````````` Interviewers name. Date Time...................................

(THANKS FOR YOUR

LIST OF SPENCERS RETAIL STORES IN GURGAON :


Serial no. 1. 2. 3. 4. 5. 6. 7. 8. Address MGF Mega City Mall, MG road A136/137,SUPERMART 1,DLF phase iv SCF-78,Main Market,near om ji sweets,sector-14 SCO-8,Main HUDA Market,sector-31 SCF-30, Main HUDA Market,sector-04 SCO-39,HUDA Market,sector10A Shop no.- 43,HUDA Market,sector- 23 Sector- 15, jharsa Phone no. 0124-24375331 0124-24040026 -----------------0124-24363251 0124-24079628 0124-24141468 0124-24258928 ----------------------

IN FARIDABAD : 1. 2. 3. 4. 5.
Crown Plaza,sector- 15A ,delhimathura road SCF 43/44,Huda Market,sector- 29 SCO 139/140,near nathu sweets,sector- 21C SCF 61,SECTOR -15 SCF 147, SECTOR -37 0129-4018367 0129-4019461/62 0129-4010782 ----------------------0129-4128551

IN REWARI : SCO-2,Brass Market,Rewari 1. IN ROHTAK : SCO-2,SECTOR1.

9215565430

9996028383

1,MainMarket,Rohtak

IN GAZIABAD :
1. Pacific Mall,Gaziabad ----------------------

IN NOIDA :
1. SHOPPRIX Mall,Noida -------------------

IN DELHI :
1. 2. 3. 4. Ring Road Mall,ROHINI Parsvnath Metro Mall ,TIS HAZARI, New Delhi. Pacific Mall, KAUSHAMBI(opposite Anand Vihar ISBT). MMX Mall,MOHAN NAGAR. ---------------------------------------------------------------------

Profile
Spencer's Retail Limited is one of India's largest and fastest growing multi-format retailer with 275 stores, including 36 large format stores across 66 cities in India. Spencer's focuses on verticals like food and grocery, fruit and vegetables, electrical and electronics, home and office essentials, garments and fashion accessories, toys, food and personal care, music and books. Established in 1996, Spencer's has become a popular destination for shoppers in India with hypermarkets and convenient stores catering to various shopping needs of its large consumer base.

Operations
Spencer's has retail footage of over 1 million square feet and over 275 Spencer's stores in 50 cities. The company operates through the following formats:

The Spencer's Hyper stores are destination stores, of more than 15,000 sq. ft in size. They offer everything under one roof. The merchandise ranges from fruits & vegetables, processed foods (Ready to Eat, Ready to Cook, FMCG products),specialty foods including international, sugar free, organic foods, etc...groceries, meat, chicken, fish, bakery, chilled and frozen foods, garments, consumer electronics & electrical products, home care, home dcor & home needs, office stationeries, soft toys. Besides, the stores also comprise book & music retailing, electronic gadgets and IT accessories. On an average, a Spencer's hyper stocks 70,000 SKUs across 35,000 items. The Spencer's stores are neighborhood stores ranging from 1500 less than 15000 sq. ft. These stores stock the necessary range and assortment in fruit and vegetables, fmcg food and non-food, staples and frozen foods and cater to the daily and weekly topup shopping needs of the consumer. Some of these stores which have floor area of more than 10,000 sq ft sometimes offer home care products; personal care products, bakery, chilled and frozen food; baby care, basics in garments and limited range of electronics and electrical.

Spencer''s to reduce its retail formats


15 October 2007 New Delhi: RPG Group''s retail arm Spencer''s has come up with a new branding strategy

which will see it trimming the number of its retail formats, and heightening focusing on the retail of food items. Spencer''s presently has a total of around 290 stores, which cover four retail formats, Hyper, Super, Daily and Express. The company plans to eventually reduce these to three formats. According to Spencer''s Retail''s vice president for the northern region, Satyaki Ghosh, the company will merge two similar formats and will go with only three formats, i.e. one big box, small box and a range of stores in the middle range. Ghosh did not part with any clues about which two formats would be merged, though he did say that Spencer''s was working on new brand names, and that the stores between the big and small box formats will retain their positions as key bread winners. Spencer''s is reportedly investing Rs2,500 crore on its retail expansion till March 2009. It would cover around 20-25 lakh square feet of retail space by September 2008, with the total area across all formats adding up to around 17 lakh sq ft by the end of 2007. Spencer''s is present in 32 cities, and is looking to expand into the top 119 cities across the country. Ghosh said that women are a target customer for the company, for which Spencer''s is devising a strategy to meet their needs of value for money, better shopping ambiance, and value added services like kids play-areas. Spencer''s small format stores will reportedly focus on food, and will offer international cuisines alongside Indian preparations in ready-to-eat, semi-cooked and pre-cooked formats, and will also have a caf inside every store. According to Ghosh, Spencer''s wants to be known as a food retailer, with the small stores being basically food stores

CONTENTS
S.NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. PARTICULARS ACKNOWLEDGEMENT DECLARATION CERTIFICATE INTRODUCTION PROFILE and OPERATIONS SPENCERS OVERLOOK WHAT SPENCERS SELL ? SPENCERS HERITAGE WHY SPENCERS ? BENEFITS NEW VENTURES and VISION MISSION MAJOR INVESTMENT PLAN FORMATS OF SPENCERS OUTLETS SPENCERS TO REDUCE ITS RETAIL FORMATS LIST OF SPENCERS RETAIL STORES DATA COLLECTION TECHNIQUE TOP MANAGEMENT OF RPG TASK ASSIGNED and ACHIEVEMENTS STRATEGY I ADOPT TO ACHIEVE THE TARGET COMPARATIVE ANALYSIS LEARNINGS and COMPARATIVE FINDINGS SUGGESTIONS ReferenceS CUSTOMER QUESTIONNAIRE CORPORATE QUESTIONNAIRE A LOOK AT SOME OF THE ADVERTISEMENTS PROMOTED BY SPENCERS Thank you PAGE

COMPARATIVE ANALYSIS

Name of the store Location Format Stand Alone /Mall Area Covered Product Category

Spencers MGF Mega City Mall, Gurgaon. HYPER Store Mall 18,000 sq. ft. (approx.) Foods, groceries, fruits and vegetables, personal care, home care, garments, electronic durables, toys, entertainment, etc paid i.)contemporary,classical. ii.)wrough iron ,wood and paint.

Big bazaar Sahara Mall , Gurgaon. DISCOUNT Store Mall 13,000 sq. ft. (approx.) Bedroom, dining, living, food, grocery, electronics, stationary, clothes, beauty products, etc. Paid i.)contemporary. ii.)wrough iron and wood.

Parking Variety i.)Design ii.)Material

THANKS FOR GOING THROUGH THIS PROJECT

NIKHIL PARMAR ENROL. NO. IASE/2/07/D/01627. BBA 4TH SEMESTER