internship
Content
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai INTERNSHIP PROJECT AT “HYPERCITY RETAIL (INDIA) LTD”
SUBMITTED BY
RUTU PATEL MASTERS OF FASHION MANGEMENT NIFT (GANDHINAGAR)
SUBMITTED ON 20-8-2013
UNDER THE SUPERVISION OF MS JAGRITI MISHRA
SUBMITTED TO National Institute Of Fashion Technology (Ministry of Textiles, Govt. of India) GH-0 Road, Behind Infocity Gandhinagar-382007. Gujarat http://www.nift.ac.in June - July 2013
National Institute of Fashion Technology, Gandhinagar
Page 1
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai DECLARATION
I declare that I have completed the minor project on the topic “Internship Project At HYPERCITY RETAIL (INDIA) LTD.” I also declare that all the taken data has been acknowledged by me. I have put in efforts to complete this internship project successfully. ……………………………………………………….. [RUTU PATEL]
National Institute of Fashion Technology, Gandhinagar
Page 2
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai CERTIFICATE
This is to certify that Rutu Patel has submitted the Project titled “Internship Project At HYPERCITY RETAIL (INDIA) LTD.” To Mr. Sharad Mohindroo. This particular work is her original work and has not been submitted to any other institution. She has duly acknowledged and given credit to the data, factual figures as well as concepts drawn from the numerous secondary sources. ………………………………………………. [Mr. Sharad Mohindroo] Buyer Footwear Department HYPERCITY RETAIL (INDIA) LTD., MUMBAI
National Institute of Fashion Technology, Gandhinagar
Page 3
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai ACKNOWLEDGEMENT
I am grateful to Mr. Sharad Mohindroo (Buyer of Footwear Department) my industry mentors for the project for their valuable inputs and comments for giving me this opportunity and for being a supportive and insightful guide to me. I would like to extend my gratitude to Mr. Sanjeev Bhatt (Category Manager footwear department) and the entire buying and fashion team without whose support this project would not have been completed. I am also thankful to the customers of Hypercity who had spent time to complete my survey. …………………………………….. [RUTU PATEL] PGP in Fashion Management MFM (2012-14) Department of Fashion Management Studies, NIFT, Gandhinagar Date: 20-8-2013
National Institute of Fashion Technology, Gandhinagar
Page 4
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
EXECUTIVE SUMMERY
As a part of training many activities were performed like conducting consumer survey, providing help during a new store opening of the hypercity retail India ltd at thane, making cost sheets and cut order sheets for footwear as well as kids wear department, making vendor evaluation form for footwear department. All this activity was a great learning. It actually helped in getting knowledge about the various field like marketing, retailing, forecasting and consumer behavior The survey with sample size of 100 was done in Mumbai to indentify the gap of assortment mix present in women‟s wear of Hypercity in terms of its competitors. It helped to know consumer profile of Hypercity what are their needs, what they want in merchandise, their spending habits, their shopping habits etc. Vendor evaluation form was mainly designed to establish certain standards, parameters and bases on which vendors can be evaluated. Making of cost sheets and cut order sheets for the footwear and kids wear department. Which made me aware of some of the formulas uses of excel. Promotions have been always an important marketing tool and co-coordinating the front end and back end was also important. While managing promotion and sale important aspects of marketing was learnt as well as actually implementing those aspects was really a value addition. To conclude, the research report ends with Survey findings, Recommendation, SWOT analysis, and further scope for this research.
National Institute of Fashion Technology, Gandhinagar
Page 5
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
INDEX
SR. No 1 1.1 1.2 1.3 1.4 1.5 1.5.1 1.5.2 1.5.3 1.5.4 1.5.5 1.5.6 1.5.7 1.5.8 1.5.9 1.5.10 1.5.11 1.5.12 1.5.13 1.6 1.7 1.7.1 1.7.2 1.7.3 1.8 1.9 1.10 1.11 1.12 2 2.1 2.1.1 2.1.2 2.1.3 2.1.4 2.1.5 2.2 2.2.1 2.2.2 2.2.3 Table Of Content Chapter 1 Over View Of the Company Purpose of the project Background About Retail Industry About Raheja‟s About Hypercity Vision Business mission Objectives Segmentation Target Positioning Differentiation Business models Awards and Recognitions Partners About Fashion Brand in Hypercity Brand Portfolio Special Facility offered at Hypercity Problem Definition Literature Review Merchandising Different views of merchandising R‟s of Merchandising Research Objective Research Methodology Research Design Sources of Data Collection Scope of the Research Chapter2 Store Analysis & Over view Of Departments Information about the store Malad Vashi Thane Grading of the store Comparison of the stores Functioning of various departments Visual Merchandising Marketing Department Human Resource Department Page No. 10 10 10 12 15 16 16 16 16 16 16 16 17 17 18 19 19 19 20 20 22 22 23 23 23 25 25 25
26 26 27 28 28 29 29 30 30 31 Page 6
National Institute of Fashion Technology, Gandhinagar
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
2.2.4 2.2.5 2.2.6 2.2.7 2.2.8 2.2.9 3 Project and Planning Department Operations Buying and Merchandising Department Business Models Technology used at Hypercity Yearly Budget Planning Chapter 3 AW Range Planning Process and Plano gram and Minimum Stock Presentation 3.1 AW Range Planning 3.1.1 Forecasting 3.1.2 Floor Plann 3.1.3 Fabric Selection 3.1.4 Approaching Vendor 3.2 Plano gram and Minimum Stock Presentation 4 Chapter 4 Competition Mapping and Consumer Survey on Assortment Mix 4.1 Competition Mapping 4.1.1 KVI‟s 4.1.2 Brands 4.1.3 Customer Profile 4.1.4 Price Architecture 4.1.5 Promotions 4.1.6 Overall Comparison 4.1.7 Perpetual Mapping 4.1.8 SWOT Analysis 4.2 Consumer Survey on Comparative Analysis of Assortment Mix in Hypercity 4.2.1 Research Objective 4.2.2 Research Methodology 4.2.3 Data collection from Primary source 4.2.4 Data collection from Secondary source 4.2.5 Nature and Scope of Research 4.2.6 Questionnaire 4.2.7 Analysis 4.2.8 Findings 4.2.9 On the Floor Observation 4.2.10 Recommendation 4.2.11 Limitation of the Research Learning Conclusion Bibliography Annexure National Institute of Fashion Technology, Gandhinagar 34 36 38 41 42 48
50 50 50 50 51 53
61 62 63 65 66 66 67 68 69 70 70 70 70 71 71 72 72 77 77 80 81 82 83
Page 7
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Sr. no 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Sr.no 1 2 3 4 5 6 7 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Exhibit 1 Exhibit 2 Exhibit 3 Exhibit 4 Exhibit 5 Exhibit 6 Exhibit 7 Exhibit 8 Exhibit 9 Exhibit 10 Exhibit 11 Exhibit 12 Exhibit 13 Exhibit 14 Exhibit 15 Exhibit 16 Exhibit 17 Exhibit 18 Exhibit 19 List Of Table 24 29 35 38 39 40 43 44 46 48 49 52 68 70 71 78 78 79 80 Page no. 29 53 58 59 62 63 64 List of Exhibit Page no.
National Institute of Fashion Technology, Gandhinagar
Page 8
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
8 9 10 11 12 13 14 Table 8 Table 9 Table 10 Table 11 Table 12 Table 13 Table 14 65 65 65 66 67 71 79
National Institute of Fashion Technology, Gandhinagar
Page 9
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
CHAPTER 1
OVER VIEW OF THE COMPANY
1.1 PURPOSE OF THE PROJECT
The purpose of this internship was to understand how different departments in an organization work especially the fashion section. The main purpose was to get exposure about the corporate world. It was undertaken to see the practical aspects of the industry, what is their day to day activities and challenges in the task. It was to gain a thorough knowledge of the functioning of merchandising department at a hypermarket. 1.2 BACKGROUND As a part of training many activities were performed like conducting consumer survey, providing help during a new store opening of the hypercity retail India ltd at thane, making cost sheets and cut order sheets for footwear as well as kids wear department, making vendor evaluation form for footwear department. All this activity was a great learning. It actually helped in getting knowledge about the various field like marketing, retailing, forecasting and consumer behavior The survey was done to indentify the gap of assortment mix present in women‟s wear of Hypercity in terms of its competitors. It helped to know consumer profile of Hypercity what are their needs, what they want in merchandise, their spending habits, their shopping habits etc. Vendor evaluation form was mainly designed to establish certain standards, parameters and bases on which vendors can be evaluated. Making of cost sheets and cut order sheets for the footwear and kids wear department. Which made me aware of some of the formulas uses of excel. Promotions have been always an important marketing tool and co-coordinating the front end and back end was also important. While managing promotion and sale important aspects of marketing was learnt as well as actually implementing those aspects was really a value addition. The internship helped to know industry in a better way and has built a strong platform for the future. 1.3 ABOUT RETAIL INDUSTRY
Retail 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. The Retail
Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. The India Retail Industry is gradually inching its way towards becoming the next boom industry.
National Institute of Fashion Technology, Gandhinagar
Page 10
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
The total concept and idea of shopping has undergone an attention drawing change in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. Modern retailing has entered into the Retail market in India as is observed in the form of bustling shopping centers, multi-storied malls and the huge complexes that offer shopping, entertainment and food all under one roof. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing workingwomen population and emerging opportunities in the services sector are going to be the key factors in the growth of the organized Retail sector in India. The growth pattern in organized retailing and in the consumption made by the Indian population will follow a rising graph helping the newer businessmen to enter the India Retail Industry. In India the vast middle class and its almost untapped retail industry are the key attractive forces for global retail giants wanting to enter into newer markets, which in turn will help the India Retail Industry to grow faster. Indian retail is expected to grow 25 per cent annually. Modern retail in India could be worth US$ 175-200 billion by 2016. The future of the India Retail Industry looks promising with the growing of the market, with the government policies becoming more favorable and the emerging technologies facilitating operations.
hypermarket is a superstore combining a supermarket and a department store. The result is an expansive retail facility carrying a wide range of products under one roof, including full groceries lines and general merchandise. Hypermarkets allow customers to satisfy all their routine shopping needs in one trip. Hypermarkets, like other big-box stores, typically have business models focusing on highvolume, low-margin sales The hypermarket/retail industry in India in the beginning of 2010 was valued at $37-billion. A hypermarket is a combination of a general merchandise store and a supermarket with full lines of groceries; it is a mammoth retail facility. It displays an enormous range of products under one roof. Typically, a hypermarket is weekend shopping destination that works on low price points and high volumes, covers a large floor area (anything from 40,000 square feet to 200,000 square feet) and has a larger catchment area. Across the world, hypermarkets are usually part of a retail park with other shops, cafeterias and restaurants. A key element of differentiation between the hypermarket and other retail formats (apart of the size) is that hypermarkets are typically destination locations. They are designed to attract customers to a significantly large with their low price offers, unique range and offers. Hypermarkets are operated by a few large corporate houses and retailers in India. In India, the hypermarket concept is in the nascent stage, retailers like Pantaloons and RPG have started hypermarket operations and they are aggressively expanding to all regions of India. Recent years have seen the entry of international retailers like SPAR entering as a hypermarket. Hypermarkets are also expanding into B class towns and are emerging as major competitors for both unorganized and organized retailers. The major cities where these hypermarkets are Delhi, Pune, Bangalore, Hyderabad, Mumbai, ahmedabad and Chennai. The hypermarket targets higher and upper middle class customers. It also specifically
targets working women and home makers who are the primary decision makers. The future of hypermarkets is looking profitable for a number of reasons, some of them are Demographic Dynamics Increasing work force Increasing use of credit cards Improving Infrastructure Profitable procurement channels National Institute of Fashion Technology, Gandhinagar Page 11
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Technological improvement
India ranks 5th on global retail development index, is considered the second fastest growing economy in the world and ranks amongst the top 10 FDI destinations in the world. A huge opportunity exists in India, especially in the urban and semi-rural areas. Hypermarkets offer a one-stop shop for all customer needs. With an increasing workforce and decreasing spare time amongst the Indian population, hypermarkets are bound to be the beneficiaries. 1.4 ABOUT RAHEJA’S
Retailing in India is up for transition. It has broken the safe and claustrophobic space of an eggshell and rearing to grow into a giant that will match the retailing practices of the west. K.Raheja Corp are the pioneers in organized retail by taking a first giant step to successfully establish a retail store know as “Shopper Stop”. 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 and income. Cross word, Inorbit Mall and Hyper city have set new bench marks on the basis of information and adaption of worldwide changes, innovations and new techniques in retailing practices
National Institute of Fashion Technology, Gandhinagar
Page 12
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Raheja‟s are into different forms of business like: Real Estate Retailing Hospitality Social Commitment 1.4.1 SHOPPERS STOP Shoppers Stop is one of the leading retail stores in India. Shoppers Stop began by operating a chain of department stores under the name “Shoppers‟ Stop” in India. Shoppers Stop has 35 stores across the country and three stores under the name Home Stop. Shoppers Stop retails a range of branded apparel and private label under the following categories of apparel, footwear, fashion jewellery, leather products, accessories and home products. These are complemented by cafe, food, entertainment, personal care and various beauty related services. Shoppers Stop launched its e-store with delivery across major cities in India in 2008. The website retails all the products available at Shoppers Stop stores, including apparel, cosmetics and accessories. Shoppers Stop opened stores in Amritsar, Bhopal and Aurangabad. 1.4.2 CROSSWORD BOOKSTORES Crossword is the largest chain of bookstores in India with 52 branches. Shoppers Stop acquired 100 per cent stake in bookstore chain Crossword. Crossword is positioned as a lifestyle bookstore with their spacious, well laid out stores which encourage customers ease in browsing through the merchandise of books, music, stationary and toys. Shoppers Stop's sister stores are
1.4.3 HOMESTOP
HomeStop is premium home furnishings home concept store, which offers products in home decor, furniture and accessories, bath accessories, bedroom furnishings, mattresses, draperies, carpets, modular kitchens and health equipment. 1.4.4 BRIO Brio has 20 outlets in select cities. Café Coffee Day (CCD), the retail division of Amalgamated Bean Coffee Trading (ABCTL), has signed a MoU with Shoppers Stop to run its BRIO outlets. 1.4.5 DESI CAFE Desi Café and their operations have been taken over by Café Coffee Day (CCD), the retail division of Amalgamated Bean Coffee Trading (ABCTL), has signed a MoU with Shoppers Stop to run its Desi Café outlets. National Institute of Fashion Technology, Gandhinagar Page 13
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
1.4.6 HYPERCITY
Hypercity provides customers a wide variety of range of products for shopping in a large and modern retail environment. It offers a contemporary range of products, sourced from both local and international markets. The product range covers: Foods and Grocery, Homeware, Home Entertainment, Hi-Tech, Appliances, Furniture, Sports, Toys & Fashion. 1.4.7 M.A.C. M.A.C and Shopper‟s Stop Ltd. entered into a non exclusive retail agreement with cosmetics major Estee Lauder to open up M.A.C. Cosmetics stores in India. M.A.C. Makeup-Art Cosmetics - the professional brand of choice, is the first brand under the Estee lauder Group of Companies portfolio to enter the Indian retail market. Currently there are 9 M.A.C. stores operating 1.4.8 ARCELIA Arcelia is a new retail concept aiming at the growing accessories and cosmetics segment, with a strong emphasis on experience and indulgence and primarily caters to discerning women shoppers. It retails cosmetics, fragrances, fine jewellery, footwear, handbags. 1.4.9 MOTHERCARE MotherCare and Shoppers Stop come together to introduce products for infant and toddler care which stocks a variety of products for mother and babies, toddlers and children till eight years of age with the focus being on style, function and safety. The UK-based maternity and kidswear brand has nine standalone and 13 shop-in-shop formats. 1.4.10 NUANCE GROUP Nuance Group with Shoppers Stop makes an entry into airport retailing. The alliance is marked with a joint venture with The Nuance Group AG of Switzerland, the world‟s leading airport retailer. Shopper's Stop Ltd. is handling the retail operations at the duty free zones in international terminals. The joint venture company, called Nuance Group (India) Private Limited. is operating outlets at the International airports at Bengaluru and Hyderabad. 1.4.11 HYPERCITY-ARGOS Hypercity-Argos and Shoppers Stop, the two retail ventures of K Raheja group had signed a memorandum of understanding with UK‟s leading retail chain Home Retail group to develop the Argos (retailer) retail format stores in India. Two years later, Shoppers Stop Ltd has informed Bombay Stock Exchange shall wind down and discontinue its catalogue retail operations under the Hypercity-Argos brand. 1.4.12 TIMEZONE Shoppers Stop forayed into the Entertainment sector by acquiring 45% stake in Timezone Entertainment Private Limited which is in the business of setting up and operating Family
National Institute of Fashion Technology, Gandhinagar
Page 14
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Entertainment Centres (FECs). It has 5 outlets in Ahmedabad, Hyderabad, Kolkata, Navi Mumbai and Mumbai. 1.4.13 INORBIT Inorbit Malls, a subsidiary of the K. Raheja Corporation, first opened its doors to the public in early 2004, in Malad, Mumbai. Inorbit Mall has a universal class and appeal and seeks to provide a one-stop destination for fashion, lifestyle, food, and entertainment leading to an international experience for families which coincides with the objective to create physical structures and to influence lifestyles. Inorbit Malls launched their Vashi, Navi Mumbai property in October 2008 and in Cyberabad in Oct 2009. 1.5 ABOUT HYPERCITY
Hypercity Retail (India) Ltd. is part of the K. Raheja Corp. Group, a leader in the Indian retail sector. K Raheja Corp helped create retail boom in India with Shopper's Stop, Inorbit Mall and Crossword apart from their successes in realty and hospitality. Hypercity is hyper market in the true sense and offers its customers a dominating assortment of quality products at great value in a large, modern and exciting format. It also offers other value added services like consumer finance, ATM facility, telecom services, Bakery and Restaurants etc under one roof. Hypercity launched its first store in Malad, Mumbai, which is spread over 1,20,000 sq ft. Today, Hypercity has accomplished a total of 10 stores since National Institute of Fashion Technology, Gandhinagar Page 15
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
inception and have marked its presence in cities like Mumbai, Hyderabad, Bangalore, Bhopal, Ludhiana, Amritsar 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. Hypercity promises convenience of everything under one roof & International shopping ambience that rivals the best in the world Hypercity has 13 stores operational across 9 cities: Mumbai (Malad, Thane & Vashi), Amritsar, Jaipur, Bangalore(I & II) , Bhopal, Ludhiana, Hyderabad, Ahmedabad, Pune. It offers a wide range of product in categories like Fresh produce, Foods and Grocery, Home, Bakery, electronics, Furniture, Sports, Toys & Apparel 1.5.1 VISION To be an integral part of customer lives, by offering them a high quality shopping experience through great products at ever better prices.
1.5.2 BUSINESS MISSION To sustain profitable growth by encouraging the customers to discover an authoritative assortment of quality products with exciting promotions in a globally competitive retail environment and create through the company values an environment where the company‟s associates grow within the business.
1.5.3 OBJECTIVE
To provide an international shopping experience, where customers can shop in comfort in a large, modern, & exciting environment.
To provide the customers with quality products at a value price. (Value relative to the market, also with respect to design and quality) To offer the convenience of everything under one roof .
1.5.4 SEGMENTATION Hypercity provides access to upper middle class of market segment. 1.5.5 TARGET Target audience of Hypercity is upscale yet they expect value-for-money shopping. 1.5.6 POSITIONING Hypercity positions itself as a format that offers an assortment of products across categories. Customers can expect to discover something new whenever they walk in 1.5.7 DIFFERENTIATION High availability of product on shelf, minimal out- of –stock issues, and an increased brand loyalty among its customers has enabled Hypercity, to differentiate itself from the competitors.
National Institute of Fashion Technology, Gandhinagar
Page 16
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
1.5.8 BUSINESS MODELS 1. OUTRIGHT: The buyer buys the stock, whether it sells or not the responsibility is on the buyer only. Here the margin is better and the price points at which the merchandise is to be sold is decided by the buyer only. e.g. - Bata 2. SOR (SALE OR RETURN): Here the buyer buys and sells what he can otherwise return it back to the vendor. There is better control on inventory and there is no pressure to sell the product. e.g. - Crocs, Valencia, Lilliput etc. 1.5.9 AWARDS AND RECOGNITION INTERNATIONAL AWARDS Hypercity 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. Hypercity 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 f eatured amongst internationally renowned stores such as Bloomingdales New York, Selfridges U.K, Louis Vuitton Paris and Carrefour Shanghai. The special report carried weightage for innovation and creativity in retail, as well as recognizing retail excellence. The report was based on a survey carried out by „Retail Week‟ amongst key players in the retail industry consisting of businessmen, analysts, retail consultants, editors and top shoppers around the globe. DOMESTIC AWARDS HyperCITY bagged the prestigious award of the Most Admired Food & Grocery Retailer of the Year - Private Label Development Award at the Coca Cola Golden Spoon Awards held on December 12, 2012 at the Renaissance Hotel, Mumbai. Hypercity Pune Store was awarded for the best Store design in the Hypermarket Category at the VM&RD Awards 2012 (Visual Merchandising & Retail Design) Retail Forum held on the 10th and 11th Oct 2012 Hypercity has been awarded the most admired Retailer in the Hypermarket Category. Coca Cola Golden Spoon Awards 2009 - Images award for excellence in food retailing awarded Gourmetcity as Most Admired Food Retailer of the Year & Innovative Retail Concept Star Retailer Awards awarded Gourmetcity "Debutant Retailer of the Year 2008" Page 17
National Institute of Fashion Technology, Gandhinagar
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
The Admired Retailer of the Year for Retail Design & Visual Merchandising - Images India Retail Forum, 2007. Most Admired Retailer of the Year for Retail Design & Visual Merchandising - Images sssIndia Retail Forum, 2007. Star Retailer - Value Retailer of the Year 2007. Asia Retail Congress - Reid & Taylor Retailer of the Year (Hypermarket).
1.5.10PARTNERS To bring Indian shoppers a world-class retailing experience, Hypercity has partnered with the best of class. JHP Hypercity 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.
JDA Hypercity 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. There by enhancing the overall customer experience at Hypercity.
JOHNSONDIVERSEY 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 Diversy helps improve the customer shopping experience across key interaction points like food safety, sanitation, etc
National Institute of Fashion Technology, Gandhinagar
Page 18
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
COMPANY FOCUS Hypercity focuses on choice, value and convenience. Being the lowest price retailer is not the objective. Company believes in providing customers with quality products at a value price. Thus the starting point is not price. However the company works on a price matrix of good, better and best where products are sold at exceptional value, good value and small proportion of mid premium. 1.5.11 ABOUT FASHION BRANDS AT HEPERCITY Company focuses on two brands only: City life: Stands for durable fashion, Everyday wear, Value for Money, Classics and Basics RiverInc: Stands for a Jeans Wear and fashion lifestyle incorporating current trends at an affordable price. Company has a clear positioning and businesses plans for each brand and buys according to the plan. For selection of Vendors, company look at the Infrastructure, Scalability, Supply Chain Ability, Process Orientation, and reliability of course commercial terms. Basically the features, characteristics on which vendors are evaluated and vendor evaluation process is being done. 1.5.12 BRANDS PORTFOLIO At Hypercity apparel contributes to around 10% of business. Some of the in house labels are JooJoobs in kid‟s wear primarily fun clothing for 0-10 year‟s segment. In women‟s wear there are mainly two brands CITY LIFE and RIVERINC. Company mainly focuses on private labels in apparel, 85% of the business comes from Private Labels in the apparel business at Hypercity.
1.5.13 SPECIAL FACILITIES OFFERED BY HYPERCITY 1. Hypercity Discovery Club: Shopping at Hypercity is a rewarding experience. The Hypercity Discovery Club brings its customer a great savings, exclusive promotions, special previews and a whole lot more. They can Earn Discovery Reward points and redeem them against purchases. Hypercity Discovery Club reflects the commitment to offer its customers the ultimate shopping experience. 2. Crossword: Customers can pick their favorite books, magazines, movies or the month‟s bestsellers at Hypercity. National Institute of Fashion Technology, Gandhinagar Page 19
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
3. Pressto: Pressto is a global leader in high quality dry cleaning, with more than 500 stores in over 20 countries and over 100 million satisfied customers. Pressto‟s reputation as the best brand in dry cleaning stems from a commitment to quality, personalized service and speed of delivery. Customers can get an extra service while shopping at Hypercity. 4. Hypercity Extended Warranty: Hypercity electronics come with a unique feature. Pay a nominal fee. Hypercity cover mechanical & electrical breakdown. Get the benefit of genuine parts. Free parts and no labour charge. Hassle free repairs. Inflation proof. Free replacement if not repaired.
6. Home Delivery Hypecity is committed to high standards of customer service even beyond shopping through home delivery service. It aims is to delight their customer through timely delivery of goods, every time. 7. Parking Facility Parking facility is available at hypercity and charges will be levied and this money will be refunded to the customer upon the purchase of Rs.100 and above, on the same day itself. 8. Restaurants& Cafés Sit down for a relaxing cup of coffee, pick a wine, enjoy a good meal & freshy baked cakes & savories or unwind post shopping at café coffee day, kwality swirls, gelato, living liquidz & fresh basket bakery at hypercity. 1.6 PROBLEM DEFINITION Women‟s apparel as a category is not perceived as the destination for Hyper city customers, mainly it is an impulse shopping for the customers, therefore there is a need to understand and meet customer expectations in order to achieve higher contribution by the women‟s wear department.
In the present competitive scenario every company in order to with stand the competition, it requires to improve the performance so that business can run smoothly. For this a company requires regular scrutinaization so that loopholes can be found and corrective measures can be taken.
1.7 LITERATURE REVIEW Humans are social animals. Humans belong to groups, try to please others, and look to others behavior. Humans also get influence by these groups. The influence can be of different types such as information influence, Utilitarian influence, and Value-expressive influence. In National Institute of Fashion Technology, Gandhinagar Page 20
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
information influence individual seeks information from professionals, experts or independent group. In utilitarian influence their choice is influenced by their preferences, family members, and social interaction or on individual choice. In value-expressive influence his choice is influenced by the image others have of him or her (Solomon, 2009) A transaction in which two or more organizations or people give or receive something of value, is an integral part of marketing. The concept remains same in consumer behavior in addition with an emphasis on the issue that influences the consumer before, during and after purchases. (Solomon, 2009) Customers make purchases in order to satisfy needs. The behaviour of human beings during the purchase may be termed as “buyer behaviour”. In this article there is a view about birth of buying ideas, what is buyer behaviour, how consumer buy, why consumer buy, types, Decision process, Motives, conclusion. (June 29, 2009) „Consumer behaviour‟ (Michael Solomon, 2009) was reviewed to understand market and its values, conflicts and desires. Economic times (Rajesh Shukla, 2009) talks about Indian consumers.Literature in magazine „Images Fashion of Business‟ (N Roshan Singh, 2010) was reviewed for understanding the fashion trends. Research in consumer behavior has paid considerable attention to consumer decision-making processes. Consumers are recognized as a specialized market segment and often influence purchasing decisions of others. And also they are agents of consumer socialization which is defined as a process by which young people acquire skills, knowledge and attitudes relevant to their functioning as consumers in the marketplace. (UlunAkturan, March 2007) “Retailing Management” was reviewed to know the concepts of Plan-o-gram and store layout. It showed how the purchase decision making is influenced by the store design and how it influences consumer. From the literature it was known that how the five senses of consumer is influenced by store design. (Levy and Weitz, 6th Edition) Now a day‟s retailing have become a competitive business some retailers are engaged in providing better consumer service, while others try to make shopping more pleasant experience by investing in entertainment, while some will invest heavily in new technology and try to reduce cost while other may expand merchandise mix and provide variety of products to consumer. (Fashion retailing 2nd edition) Retail sector is booming. In India it is currently estimated to be a US$ 200 billion industry, of which organized retailing makes up just 3 percent or US$ 6.4 billion. By 2010, organized retail is projected to reach US$ 23 billion. Now a day retailing is much more then merchandising. It‟s about casting customer satisfaction and fulfilling their needs in a proper way. (Fibre2fashion)
National Institute of Fashion Technology, Gandhinagar
Page 21
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
In India there is large young population with the median age of 24 years, nuclear families in urban area along with increasing working women population and emerging opportunity in service sector are going to be the key factors in the growth of organized retail sector. (Dr M.Dhanabhakyam,A.Shanthi) Now day‟s people have started shifting to cities, they are educated, have nuclear families, have large disposable income as well as the trend of dual earner couples has changed their buying behavior.(Ellen Diamond 2nd Edition) 1.7.1 MERCHANDISING “Merchandising is controlling the product mix to ensure the appropriate products are offered at the appropriate time and place.” -Cheryl Nash “Planning, developing, and presenting product line(s) for identified target market(s) with regard to pricing, assorting, styling and timing.” Merchandise means simply to buy & sell commodities for a profit. In the fashion business, the role of merchandising depends on the context in which it is used: 1. Retail sector 2. Manufacturing 1.7.2 DIFFERENT VIEWS OF MERCHANDISING 1. AS A PROCESS. First, and most broadly, some view merchandising as an entire set of economic activities, conducted by firms that may be labeled merchandisers, extending from an initial product idea to a finished product on display in a store. In this sense, merchandising is the process of bringing products successfully to market, especially in retail settings. In order to complete this process, the merchandising function requires coordination of many areas of a business, including marketing, procurement, accounting, production, and warehousing/distribution. The entire process is guided by what the company perceives as a market need, and this need will dictate whether there is will be one uniform product or many variations, how it will look, whether it will be produced seasonally or year round, and so on. 2. AS A RETAIL. Second, merchandising is sometimes seen as equivalent to retail trade, particularly for stores that sell a large volume of popular items (i.e., "mass merchandisers" such as Wal-Mart Stores, Inc.). This view emphasizes merchandising as a function of choosing product lines to carry that are likely to move quickly, organizing the store to maximize traffic past profitable lines, and maintaining visual displays and advertisements that turn traffic into sales.
National Institute of Fashion Technology, Gandhinagar
Page 22
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
3. AS A MASS MARKETING OF INTELLECTUAL PROPERTY. A third and rather narrow notion of merchandising is the familiar practice of creating and marketing a product line centered around a popular theme (usually associated with a piece of intellectual property), such as a movie, a television show, a brand name, a corporate identity, a celebrity, or a fictitious character. This is often described as the merchandising side of the entertainment business, although non-entertainment companies also market these kinds of products. 1.7.3 R’S OF MERCHANDISING Right fashion oriented merchandise (product). At the Right prices (price). In the Right place (place). Right sales promotion (promotion). 1.8 RESEARCH OBJECTIVE 1. To study the functioning of various department and store analysis of Hypercity, Mumbai. 2. To design the retail plan-o-gram for Men‟s wear & Footwear of all the store of Hypercity and study Range Presentation process 3. To make competitive study of men‟s wear assortment mix in Hypercity and identify the gap. 1.9 METHODOLOGY The research includes both secondary and primary research. The primary research has been done internally with the help of merchandising and other involved department. The research has been conducted in different phases, which are as follows:
National Institute of Fashion Technology, Gandhinagar
Page 23
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Exhibit 1: showing different phases of research
National Institute of Fashion Technology, Gandhinagar
Page 24
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
PHASE-1 TO KNOW ABOUT THE ACTIVITY OF THE COMPANY
PHASE-2 TO UNDERSTAND DIFFERENT DEPARTMENTS
PHASE-3 TO STUDY THE COMPETITORS
PHASE-4 COMPATATIVE ANALYSIS OF ASSORTMENT MIX OF WOMEN'S WEAR IN HYPERCITY
PHASE-5 IDENTIFYING LOOP HOLES IN THE SYSTEM
PHASE-8 SUGGESTING WAYS TO IMPROVE PERFORMANCE
PHASE-9 RECCOMENDATIONS
National Institute of Fashion Technology, Gandhinagar
Page 25
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
1.10 RESEARCH DESIGN The data has been collected using both secondary and primary data collection methods. Both quantitative data (numbers and statistics) & qualitative data (usually words or text) has been collected to complete the study. The research methodology is exploratory in nature
1.11 SOURCES FOR DATA COLLECTION Secondary Data Research- Secondary data has been collected to find out the best practices of the industry and other companies. Secondary Research includes projects that have been done in the past, newspapers, magazines, company‟s official websites and other websites, etc. Primary Data Research-For the research to be completed successfully secondary research was not enough so to analyse the actual problem, primary data was also collected. Primary research was mainly collected by consumer survey and observations
1.12 SCOPE OF THE RESEARCH: Since, the research was limited to the women‟s wear category only; therefore there is a scope to cover other categories also, like men‟s wear, kids wear and footwear.
National Institute of Fashion Technology, Gandhinagar
Page 26
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
CHAPTER 2
STORE ANALYSIS AND OVERVIEW OF THE DEPARTMENTS 2.1 INFORMATION ABOUT STORE LOCATION Hypercity has three stores in Mumbai. It is in Vashi, Thane and Malad. Malad was the first store launched by Hypercity and it is the most profit making store. Within three years it has reached to the breakeven level. 2.1.1 MALAD (Store Area: 1725 sq. ft.) The break-even of Hypercity, Malad has been achieved in May; 2011.It is the biggest store and it is located near Inorbit mall, one of the well known areas of the city. The layout of the store is both grid and free flow arrangement. The customers enter and exit from two entrance. And there is free parking space for the Hypercity customers, whose bill size is above Rs100. There are lot many cash counters for the quick billing and even there are 4 separate cash counters for less than ten item shoppers. Distribution centre is located at the back of the store, where the vendors come and the receiving of the goods is done by the staff. Then the bar coding and storage of the goods is also done there only. Basically Hypercity is into groceries and it also provides apparel as an added advantage to the shoppers at economical range. Pricing is quite economic. Therefore, on the ground floor the grocery items (the food and ready to eat merchandise, bakery and sweet counters); spa, PRESS TO dry clean, enrich salon, Vodafone, and fashion departments are served. Also Café Coffee Day is on the ground floor as well as first floor near the Crossword bookstore. The fashion department is on the ground floor just next to the second entrance so that customers can go for impulsive buying of the fashion merchandise. The focal point for fashion department was created at centre of the stairs to the first floor where the small display was created through display of merchandise on mannequins. The women‟s wear displayed near the second entrance of the store. The brand signage were not present, as it is the company‟s policy that the signage‟s makes the store looks clutter and is loud communication. However, the new monsoon offer signage‟s for the Hyper Deals were placed at regular intervals. The major fixtures used were nesting tables, gondolas, bins, pegs, shelves etc.
National Institute of Fashion Technology, Gandhinagar
Page 27
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
On the first floor majorly electronics, home furnishing, stationary items, Crossword book store, toys, sports utility and Furtados music are present. As these items are not impulsive, therefore Café Coffee Day is also there. that a customer may get aware of these offerings also at Hypercity.
2.1.2 VASHI (Store Area: 1232 sq. ft.) Hypercity in Vashi is located in the Inorbit Mall, both being owned by K RAHEJA GROUP. Vashi store has more no. of SKU‟s than Malad store. , but has less shelf and floor space as compared to Malad store. The store follows a grid arrangement and in the fashion and electronics section it is the combination of both grid and free flow arrangement of the store. The store is at the lower ground level and the first floor, the lower ground level stocks the food
and ready to eat merchandise, has the bakery and the personal care sections. The first floor has the fashion and accessories, toys and electronics sections.
The entry to the lower ground level was through the parking lot, the other entry was from the lift inside the store from the ground floor and the elevators. The cash-counters were both at the ground and the first floor. The CSD was at the first floor. Since it is the monsoon, the signage‟s such as the hyper pouring deals, especially made were placed on the rain gear which included the rain coats, umbrellas and the bags were placed on a particular wall next to CSD, on the right of the entrance which was on the . The rain footwear were not displayed on the particular shelf and even on the rain footwear, the signage of hyper pouring deal was not put on the rain footwear i.e. the footwear especially designed for the monsoon season. The stock on the display was bifurcated as per the brands and then again size-wise. The electronic section was bifurcated and displayed as per the category i.e. mobiles, television, camera etc. There was no fast checkout (checkout for less than 10 items) as in the Malad store. The major fixtures used were shelves, pegs, bins, and nesting table. Vashi store does not offer other services like PRESS TO dry cleaners, CCD, spa, salon etc.
2.1.3 THANE (Store Area: 935 sq. ft.) The store follows a grid form of arrangement. The store is single storey with all the departments are on a single storey. The store was located on the main road itself, thus ensured high visibility. The fashion department was situated on the right side of the entrance. Thus the customer flow was more towards the fashion section the fashion section is on the right side of the entrance.
National Institute of Fashion Technology, Gandhinagar
Page 28
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Fashion section starts with the men‟s wear department followed by footwear, ladies wear and children wear. Wall portals, Pegs and Gondolas were the main fixtures used in fashion department. The big sale was started in only for the Thane store, and that too was for fashion department only. The discount offered were 30%, 50% and 70%. Proper tagging on the discounted items was done, on the merchandise of spring summer 2013. The Thane store has the minimum footfalls when compared to the Malad and the Vashi store. Thane store does not offer other services like PRESS TO dry cleaners, CCD, spa, salon etc.
2.1.4 GRADING OF STORE Company grade the store according to the area A is graded to the store with the area of 10,000 Sq feet in fashion department and this store will have everything for e.g. Malad and Vashi store. B is graded to the store with the area of 6000-7000 Sq feet in fashion department for e.g. Bangalore, Ahmedabad and Hyderabad store. C is graded to the store with the area of 4000 or less Sq feet in fashion department for e.g. Ahmedabad, Bhopal, Ludhiana, Amritsar and Jaipur & Thane. Generally the merchandise kept here is of low price.
2.1.5 COMPARISION BETWEEN MALAD, VASHI AND THANE STORE Table: 1 Table showing the comparison of Hypercity mall in Mumbai KEY POINTS MALAD VASHI STORE STORE MORE MORE SKU’S MORE MORE STYLE OPTION MORE LESS AREA OTHER FACILITIES e.g. THEY HAVE THEY DON‟T HAVE saloon, spa LESS LESS STAFF ASSISTANCE LESS PROPER MERCHANDISE DISPLAY DISPLAY DISPLAY(Less than Thane)
THANE STORE LESS LESS LESS THEY DON‟T HAVE VERY LESS PROPER DISPLAY
National Institute of Fashion Technology, Gandhinagar
Page 29
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
2.2 FUNCTIONING OF VARIOUS DEPARTMENTS Exhibit 2: Hierarchy of various departments in hypercity (operation) GENERAL MANAGER
DEPUTY GENERAL MANAGER
STORE OPERATION MANAGER
SERVICE MANAGER
TEAM LEADER
ASSOCIATES
2.2.1 VISUAL MERCHANDISING Procedure Visual merchandising team at the Hypercity head office comprises of 4 members who plan the store VM on monthly basis, based on themes or special promotions. Yearly budget given to the VM department, is further broken down to monthly budgets, after allocating major budget to the special occasions like Diwali and Christmas i.e. the approx. ratio is 1:3. For these special occasions planning is done 3 months in advance, while for normal themes just 1 month prior planning is done. Coral draw and Photoshop are the major software‟s used by the VM department. VM department has to coordinate with the store design team as well as the project operation team. For planning the store VM, VM calendar and Docket is prepared, dockets provides with the rough idea, that how will the store look like. These dockets are further sent to the
National Institute of Fashion Technology, Gandhinagar
Page 30
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
stores for execution at the store. The dockets include pictures and the instructions for the execution. Visual merchandising team at the store participates in ideation as well as in execution. Monthly award is given to the VM team at operations, who wins the STORE OF THE MONTH. It is a kind of motivation for the team to execute the display in the best possible way to compete with the other stores. The award may be a certificate, price money or a trophy. To check effectiveness they track the sells if the sell of a particular product is less, than they change the display of the product by keeping it on focal points or by highlighting it in a different manner and then again sells tracking is done to check its effectiveness, if still the performance is low it means the product is not in demand and is removed slowly from the floor so that it can make way for new merchandise and this merchandise is again displayed during sale at discounted rates.
2.2.2 MARKETING DEPARTMENT The marketing department is responsible for carrying out the various promotional activities that take place inside the store and outside the store. The marketing team works on an annual calendar which is known as the marketing calendar. The marketing calendar mentions the months along with the respective event that is scheduled in that particular month. The marketing calendar helps in better planning and organization of the scheduled events.The major promotion tools use by the marketing department is the leaflets, the standies, the danglers, the signages, the in-store announcements, the newspaper, posters etc. The promotions and the amount that can be spent on the promotions is dependent on the budget that is allocated for a particular season. Usually the budget allocated in Hypercity is based on the sales of the store. Generally the budget is 1.3% of the sales. The promotions that take place outside the store include the newspapers inserts and the catalogues. The catalogue is prepared on 1st Saturday of every month. Although there are a little variation as during the Diwali festival, a 4-page catalogue is prepared which showcases the ethnic wear more when it comes to fashion. Similarly the winter wear is given more importance in the catalogue when its Christmas festival. The newspaper inserts can be half page as well as full page. The catalogue is prepared by the marketing team which mentions the hyper savers which mentions the original price of particular merchandise and the price at which the merchandise is available in the Hypercity stores. The outdoor promotions also include the posters in the societies in the primary area of the store. The marketing team undertakes the competition analysis on a monthly basis. The competition analysis is done by the means of benchmarking a store. The competitors that are visited monthly National Institute of Fashion Technology, Gandhinagar Page 31
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
by the marketing department are Star bazaar, Big Bazaar, More etc. The competition analysis is undertaken once a month for each category in Hypercity. The another major task of the marketing department is the campaigns that are organised by them such as HyperWednesday for great deals on the food and the grocery section, HyperFriday Blockbuster for the cheapest prices on furniture and electronics. To make the customers aware of the campaigns and the promotions that are organised by the marketing department, other than the promotional tools used by them, they also undertake an SMS blast to 1, 60, 000 discovery club members. The effectiveness of the marketing department is measured by the increase in the number of the footfalls in a particular store and on the chain-level i.e. across all the stores of Hypercity. The target footfalls are set by the central merchandisers depending upon the target sales to be achieved and the event that is organized. 2.2.3 HUMAN RESOURCE DEPARTMENT
The HR department at Hypercity is headed by Mr. Siddharthan. The main purpose of this department is to recruit, train the employees, handle their grievances, recruit and plan and manage the events.
Human resource department follow two calendars in a year i.e. Training Calendar: It includes the various training to be undertaken during the year. This is made for every financial year. Payroll Calendar: It includes the pay packages to be given to the employees. Recruitment policy: The Company have budgeted plan for various positions. During the season opening the human resource department knows how many positions are vacant and the estimated budget for the same. According to these calculations the department recruits candidates. And during the year if any employee leaves the company recruit is done for the same. Process for recruiting: The human resource department has access to various websites as well as the department also takes services of consultancy. At the beginning of the year, budgeted plan for the various positions is prepared for every department. Total number of vacancies in each department is calculated. Then the budget for the vacant position is calculated for each department. The job openings are communicated on internet as well as to the existing employees, for the references. Page 32
National Institute of Fashion Technology, Gandhinagar
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Even the consultancies like naukri.com are referred for the recruitment. For college recruitments various colleges (ITM, Indra, Balaji) are visited by a team of Hypercity for the interview. The CV‟s are shortlisted on website and the planned date for the interview is communicated to the respective candidate. The interview panel consists of one member of HR team and other 3-4 members of the concerned department. In-depth interview is conducted regarding the qualification and expectation of the employee. The potential employees are shortlisted. Confirmation letter is sent to the selected candidates along with CTC details. If the positive acceptance letter is received from the candidate, the date of joining is decided on mutual basis. At the front-end, store level HR department consists of 1 HR manager and 1 HR payroll manager.
Welfare activities planned during the year: The Company organizes birthday celebrations of employees. During festive season the company has various competitions organized i.e. During Diwali days the company have traditional day During Christmas the company has Christmas tree decoration competition. Annual party is also organized during the year. The companies have a Welfare team where one person of H.R. co-ordinates the activities but the members of the welfare team is the employee of various departments who are interested in planning such type of activities. Corporate social responsibility: These activities are done store wise. Some activities which are planned during the year are: Visit of school kids on floor and getting information about the store. Along with this many competitions are also organised on floor for them. Orphanage visits are scheduled for employees where they can voluntary contribute money or other essential things. Go-green campaign was also organised for the employees. Additional facility given to the employees: Medical insurance are the facilities which are given to the employees. Website’s referred: They basically refer naukri.com Colleges visited most often: ISBM BALAJI National Institute of Fashion Technology, Gandhinagar Page 33
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
INDIRA ITM
Employee retention: Personal contact is maintained with the employee who leaves and if he wants to join again he is most welcome. When there are job openings first preference is given to these employees who want to come back. Listening program: In this program employees of a particular department will sit. Here employees will be free to discuss any problems as well as they can give any suggestions which are valuable to the company. Here in this program employees are divided into slots and their immediate heads are not allowed, this helps them to speak their problem easily without any hesitation. This program has already been implemented on floor and will start soon for back end. Grievances solved: For solving this type of problems company have “OPEN DOOR POLICY”. It means if any employee has any problem they can directly go to the head H.R and can discuss their problems. Than H.R will try to solve problem and this is how they solve grievances.
2.2.4 The operations team works in coordination with the buying & merchandising team i.e. everything is implemented, what is being provided by the merchandising and buying team. The operation team operates in two shifts i.e. morning and afternoon shift: Morning shift (9am-6pm) Afternoon shift (1:30pm- 10:30 pm) Various roles and responsibilities of the Operation team as follow: Business Operations 1. HR Management: the HR management includes the staffing of the associates and their welfare. 2. Operating POS: The software used by the operations team is WinDSS supplied by JDA. 3. Marketing at the store level: It is mandatory for every Hypercity to do at least two marketing activities, monthly. Some of the common marketing strategies done at the store level are: Painting competitions, Tree plantation etc. When the need arises, then only the consumer surveys are done at Hypercity. 4. Display: VM (Visual merchandising): The dockets that are provided by the VM team at the head office are implemented at the store level by the Visual Merchandiser at the store. The docket includes the shelf tickets, shelf no., the height, breadth and length of the shelves, with their proper locations. Apart from the visual merchandiser the associates also assist the visual merchandiser and ensure the display is proper before the store opens for the customers. 5. Social services at front end:
National Institute of Fashion Technology, Gandhinagar
Page 34
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Hypercity has a tie up with an NGO (PREM SADAN) an orphanage, which is visited half yearly and clothes and cash are donated to the children at the orphanage. There is a church near Hypercity, Malad where the stationary items are donated to the children. Open school- Some associates visits the school on every Saturday and teach the poor people and children of the school.
6. Cash Handling 7. Solving Customer queries through CSD’s Inventory Management Store Replenishment- The stock is checked every day in the morning, the size sets that are broken are replenished with the sizes missing. Thus the associates at the front end ensure that all the sizes are present on the floor so that it becomes easy for the customer to browse and purchase the merchandise. Stock take- The stock take refers to the matching of the physical inventory on the store and the inventory as per the system. The procedure is termed as PICS i.e. Perpetual Inventory Count System, where the inventory at the store is scanned physically and then the inventory is matched to the inventory as per the system. Any shortages or pilferages, if any are then reported to the higher authorities. Although 1% pilferage of the sale is allowed in each store, any pilferage which is above than that is reported to the higher management. The PICS system is generally carried out on the basis of the category. For e.g. the merchandise that is expensive such as mobile phones, electronics is counted on a monthly basis. For fashion and accessories, the PICS are done on a quarterly basis. Returnable gate pass (RGP) and Non returnable gate pass (NRGP): RGP- Any product that goes to the Head Office for the photo shoots, then a receipt is prepared on the name of the merchandiser of the product category for the product reference and inventory management record. Returnable Gate Pass is applicable when the sent merchandise is to be returned back to the store. NRGP-When the merchandise is sent out of the store for the special purpose of donation or when the merchandise gets damaged, NRGP receipt is prepared, to keep the record of the merchandise sent.
Exhibit 4: Organizational structure of the front end National Institute of Fashion Technology, Gandhinagar Page 35
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
General Manager
Deputy General Manager
General Merchandising Manager Store Operation Manager Service Manager Visual Manager Food Merchandiser
Team Leader
Associates
Associates 2.2.5 BUYING AND MERCHANDISING DEPARTMENT The buying and merchandising is responsible for controlling and regulating the merchandise at the floor. The buyers selects and finalize the styles, colors and fabrics on basis of the fashion forecast and prevailing demand, while the merchandiser controls the number of quantity to be ordered, according to the demand and potential of each store. At Hypercity the buying and merchandising team has a large number of divisions such as food, electronics, fashion, home furnishing, and general merchandise.
Exhibit 5: Fashion merchandising department is further sub-divided into various categories:
National Institute of Fashion Technology, Gandhinagar
Page 36
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Fashion & Accessories department Women's wear Casual Ethnic The private labels of fashion department at Hypercity are: • • • • • River Inc. City Life Joojoobs City sense Daily diamonds Men' s wear Footwear Kid's wear
Exhibit 6: Organizational Chart of Fashion Department in Hypercity
National Institute of Fashion Technology, Gandhinagar
Page 37
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
MARK ASHMAN CEO MR. ASHUTOSH CHAKRADEO Head-Buying And Merchandising MR. JAYAKER SHETTIGAR Vice presidentfashion department MS.ANJALI Category manager Women’s wear
MR. SANJEEV BHATT Category Manager Footwear & accessories MR. SHARAD MOHINDROO Buyer Footwear MS. SHUBHANGI Buyerfootwear
Mr. PANKAJ SINGH Category manager Men’s wear
MS. KALPANA TAMBE Category Manager Kids wear
MS. KAMYA KUMAR Designer
WESTERN
ETNIC
MS.AALOPI
MR. GAURAV Ass. Buyermen’s wear
MS.POOJ A traderkids wear MR. SUMIT TraderWomen Western wear
MS . JAYA Buyer – Kids wear
MS. NEHA Buyerwomen’s wear
MS. PREETI Buyerwomen’s wear
MR.ARJUN Tradermen’s wear
MS. POOJA TraderKids wear
MR. ARJUN Traderwomen’s wear
MS.SALO NI JAIN Traderwomen’s wear
2.2.6 BUSINESS MODELS Out right: It means when you purchase whole merchandise SOR (SALE OR RETURN): It means whatever sell, sells and the rest is returned back to the vendor here vendor is also fully involved in selling the merchandise. He takes care for installing fixtures. National Institute of Fashion Technology, Gandhinagar Page 38
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Consignment: When goods are delivered to another company with the understanding that payment for the goods is only made once the goods are sold.
CHAPTER 3 Vendor evaluation and new store opening
National Institute of Fashion Technology, Gandhinagar Page 39
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
3.1VENDOR EVALUATION form Vendor evaluation is a term used in business and refers to the process of evaluating and approving potential suppliers by quantitative assessment. The purpose of vendor evaluation is to ensure a portfolio of best in class suppliers is available for use. Supplier evaluation is also a process applied to current suppliers in order to measure and monitor their performance for the purposes of reducing costs, mitigating risk and driving continuous improvement Vendor evaluation is a continual process within purchasing departments and forms part of the pre-qualification step within the purchasing process; although in many organizations it includes the participation and input of other departments and stakeholders. The processes often take the form of either a questionnaire or interview, sometimes even a site visit, and include appraisals of various aspects of the supplier's business including capacity, financials, quality assurance, organizational structure and processes and performance. Based on the information obtained via the evaluation, a vendor is scored and either approved or not approved as one from whom to procure materials or services.
National Institute of Fashion Technology, Gandhinagar
Page 40
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
VENDOR INFORMATION SHEET:
SUPPLIER NAME: ADDRESS: SUPPLIER CONTACT NAME: SUPPLIER CONTACT POSITION: SUPPLIER CONTACT NO.: EMAIL ID: PRODUCTION CAPACITY/ MONTH: PRODUCT RANGE: MACHINERY DETAILS:
SPECIAL MACHINERY DETAILS:
VENDOR OVERALL EVALUATION CRITERIAS:
CRITERIAS: SUPPLIER UNDERSTANDS PRODUCT SPECIFICATION: SUPPLIER UNDERSTANDS THE INSPECTION REQUIREMENTS: SUPPLIER HAS PROCESS CAPABILITY TO ACHIEVE SPECIAL SPECIFICATION REQUIRED: SUPPLIER HAS EXPERIENCED MANPOWER TO CARRY OUT THE JOB WORK: SUPPLIER HAS NEGOTIABLE PRICE OFFERINGS: SUPPLIER IS INCLINED TOWARDS TIMELY DELIVERY: SUPPLIER HAS ADEQUATE QUALITY CHECKS: SUPPLIER HAS RELIABLE SOURCING OPTIONS: SUPPLIER HAS A REPAIR/REWORK SYSTEM: SUPPLIER HAS A POSITIVE ATTITUDE TOWARDS THE RETAIL COMPANY: LEVEL OF ASSOCIATION WITH EMPLOYEES: REPORT APPROVED BY: NAME: SIGNATURE: DATE: TIME: ASSESSMENT COMPLETED BY: NAME: SIGNATURE: DATE: TIME: SCORE(1-POOR, 2-AVERAGE, 3-GOOD, 4-VERY GOOD, 5-EXCELLENT
National Institute of Fashion Technology, Gandhinagar
Page 41
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
HYPER CITY RETAIL INDIA LTD
VENDOR EVALUATION FORM (Fashion-- Footwear)
NO ITEM DOCUMENTATION REQUIRED OBSERVATION/NOTES
SCORE
SUGGESTIONS
1
Quality System
ISO 9001 certification Audit system
2
Factory Store
Grading & test report of Leather in use Fabric inspection report Tanning agents and dyes report Declaration of raw materials used and RSL FPT (Fabric Processing Test) Washing standards (in case of washing program) Inventory management system
3
Accessories Store
Main label quality checking Button & Sewing thread checking Packing & Packaging material checking
4
Cutting Section
No. of cutting tables QC Cut Bundled & issued reports Proper marker system for each style
5
Sewing Section
Machine type No. of operators for QC No. of operators per supervisor Measurement checking reports Availability of mocks
6
Logistics Section
Delivery tracking system Integrated system for tracking customer requirements and showroom stock System to validate contents, labels and their quantities already shipped
7
Price
Pricing Negotiable terms Discounts/ Sales
8
Management Assesment
Level Of Professionalism Organizational structure Average Work Experience of Management Educational Qualfication
Excellent /High/ Medium /Low Defined/ Ambiguous / None > 15 yrs / 10-15 yrs / 5-10yrs / <5 yrs Graduate / 10+2 / 10th / No education
9
Order Processing Assesment
Sr. No. Avg order size lead time taken ideal lead time loss in time efficiency Cleanliness/ Housekeeping Lighting Safety Machines Maintenance Personnel Facilities Excellent/Good/ Average/ Poor Excellent/Good/ Average/ Poor Excellent/Good/ Average/ Poor Predictive /Preventive / Breakdown / Random Excellent/Good/ Average/ Poor
10
General Condition Assesment
SCORE :1 - POOR 2 -AVERAGE 3 -GOOD 4 - VERY GOOD 5- EXCELLENT
National Institute of Fashion Technology, Gandhinagar
Page 42
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
CHAPTER 4
COMPETITION MAPPING AND CONSUMER SURVEY ON ASSORTMENT MIX 4.1 COMPETITION ANALYSIS It‟s very important for a company to study their competitors in order to grow. It‟s necessary to know what their competitors are doing, what are their strategies, what type of merchandise they are offering and accordingly they can plan their strategies. Hypercity major competitors are: Reliance trends (Reliance) Big Bazaar (Future Group) Star Bazaar (TATA Group) Max (Landmark Group)
Five major factors were taken into consideration for competition mapping i.e. KVI‟S BRANDS CUSTOMER PROFILE PRICE ARCHITECTURE PROMOTIONS
To understand the competitors better in terms of merchandise mix , their KVI‟s, pricing, format characteristics, average areas of the stores etc, a visit was made to all the competitor‟s in order to make the comparison.
National Institute of Fashion Technology, Gandhinagar
Page 43
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
4.1.1 KVI’S KVI‟S are key value items. Any product which sells well throughout the seaso n becomes the KVI of the company. These products are purchased in bulk and price plays an important role in this. Table 6: Table showing KVI’s in Hypercity and its competitors
HyperCity Reliance Trends Rs499-1599 Max Rs 399699 Rs 349 for two Rs 6991099 -------Rs 399 -------Rs 599 -------Rs 549649 Rs 399 Star Bazaar Big Bazaar
Sr No
KVI's
1
Tops/tunics
Rs 299-499
Rs.399 3 for Rs 399, 349399
Rs.399 2 3 4 5 6 7 Basic tees Basic denim Colored denim Shorts Rayon pants Denim shorts Heram pants Rs 199 Rs 10001600 Rs 10991199 Rs 149349 Rs 599 Rs 799 Rs 549 Rs 399 Rs 699 199-
Rs 129-149
Rs. 799-1899 ------Rs.499-599 --------Rs. 599-799 ------Rs.499-799
Rs 399-799 Rs 699 Rs 349 --------------Rs 299 ------------Rs 299499 Rs 329499 Rs 329 Rs Rs 7991299 -----Rs 499 ----------Rs.149299 ------
8
tracks
299-
Rs.499-1599
Rs 229-599
9
kurti
Rs.399 10 11 leggings Salwar & dupatta Salwar- kameez/ leggings(set) 12 13 14 Ready to stitch dress material Patiyala & dupatta set Sarees Rs 399 Rs 249 --------Rs 8992100 Rs 599 Rs 399 Starting from Rs 149 Rs 449 Rs.499 Rs. 899-2999 -------------------------Rs.399onwards Rs 399-799
Rs 399 ------Rs 17991699 -------Rs 799 ---------------Rs 399599
Rs 199-249 Rs 399 Rs 699-799 Rs 399-549 ----------------Rs 399 onwards Rs 349
15 16
Briefs & ugs Night wear
National Institute of Fashion Technology, Gandhinagar
Page 44
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
4.1.2 BRANDS In men‟s wear Reliance trends offer maximum number of brands followed by Max and Star Bazaar while Big Bazaar offers least number of brands. Here though the competition from the brands offered by competitors is a threat but at the same time it shows that share of private label is more than majority of the competitors.
4.1.3 CUSTOMER PROFILE Customer profile of Max, Hypercity and Reliance trends is almost same i.e. they cater to the middle class and higher class income people while Star Bazaar and Big Bazaar caters to the middle and lower segment. Table 10: Table showing Customer Profile in Hypercity and its competitors Reliance Trends X X Star Bazaar
Hyper City Customers A B+ B X X
Max X X
Big Bazaar
X X
X X
National Institute of Fashion Technology, Gandhinagar
Page 45
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
4.1.4 PRICE ARCHITECTURE Price is an important factor in competition analysis. It‟s important for business to know what the price points are offered by the competitors and to set the pricing strategy accordingly. In the price architecture price range from highest to the lowest are taken into consideration. Star Bazaar starting price points are low whereas the highest price range is of reliance trends as compared with the other competitors. (REFER: ANNEXURE-1) 4.1.5 PROMOTIONS It‟s important to know the promotion schemes of competitors. Following were the offers during May/June Table 11: Table showing the Promotion activity in Hypercity and its competitors
Brands Time
Hypercity Club Card, B1G1, B2G1, B3G2, B1G 50% off on 2nd , Shop for 1500 and get a Hypercity discovery club card worth Rs.100, 50% season sale
Reliance Trend
Max Retail
FBB
Star Bazaar
Buy merchandise worth Rs.2499and get a voucher worth Rs.2000 redeemable within 1 month on the purchase of Rs.4000 or more, Shop for 1947 and get clothes worth Rs. 1947 free valid only on 15th August.
a gift voucher of Rs. 200 on the purchase of Rs. 1999 or above, B 2 for 399
Get
Buy merchandise worth Rs.1000 and get a coupon worth Rs.100 free for the next shopping valid for 1 month
Shop and earn points on every purchase Rs 200= 1 point. 15% discount on selected Tshirts, fashion denims, rainwear, shirt. 20% off on premium trouser worth Rs 799, 1050% off on selected footwear
National Institute of Fashion Technology, Gandhinagar
Page 46
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
4.1.6 OVERALL COMPARISON OF HYPERCITY WITH THE OTHER COMPETITORS
Table 12: Table showing overall comparison of Hypercity with its competitors
Reliance Trend Hypermarket Departmental store 20-45 years, 20-45 years, A+,B+ Middle income group
Hypercity Format Target Market
Max Retail Departmental store 20-35 years, Upper middle class High pricing
FBB Department store 20-45 years, middle income group Low pricing
Star Bazaar Hypermarket 20-38 years, Household wives Low princing
Pricing Range Income group
Average
High pricing
Middle upper income group Good Medium
and Middle income group
Middle income group
Middle and Middle and low income low income group) group)
Quality Brand mix Product range
Good High Fashion: Men‟s wearFormal & Casual Womens wear- casual, Formal and ethnic Kidswear, Accessories and footwear Average
Best High Fashion: Men‟s wearFormal & Casual Womens wear- casual, Formal and ethnic Kidswear, Accessories and footwear Average
Average Medium Fashion: Men‟s wearFormal & Casual Womens wear- casual, Formal and ethnic, Accessories and footwear
Average low Food and Grocery, General Merchandise, Fashion and accessories
Food and Grocery, General Merchandise, Electronic, Home furnishing, Fashion and accessories
Promotion strategies
strong
Weak
strong
% Mix Of 85% PL and Wide Variety Dominated by Dominated Branded PL by PL 15% Brnads Of Private Merchandise Label and in Fashion Brands
Dominated by PL
National Institute of Fashion Technology, Gandhinagar
Page 47
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
4.1.7 PERPETUAL MAPPING Exhibit 13: Perpetual Mapping of Hypercity with its competitors
4.1.8 SWOT ANALYSIS STRENGTHS Basic merchandise available at reasonable rates A vast variety of stuff available under one roof Large number of footfalls It offers a family shopping experience, where entire family can visit together. Available facilities such as saloon, dry cleaning, Café coffee day etc.
WEAKNESS Lack of brand awareness among customers Reach of the store is less geographically Low brand recall among the customers is less Very less out house brands in women‟s wear Page 48
National Institute of Fashion Technology, Gandhinagar
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Since Hypercity sells product across many sectors such as food, clothing, electronics etc it may not have flexibility of some of its more focused.
OPPORTUNITY
A lot of scope in Indian organized retail as it stands at approximately 4%. Increasing mall culture in India More people these days prefer to visit big stores where they can find large variety under one roof. Private labels give more margin than brands.
THREATS
Competition from other value retail chains such as STAR BAZAAR, RELIANCE TRENDS and BIG BAZAAR Unorganized retail also appears to be a threat to Hypercity business. A large population still prefers to visit local convenient stores for daily purchases Variety of competition nationally, regionally and locally Substitute products more easily available because of intense competition
4.2 CONSUMER SURVEY ON COMPARATIVE ANALYSIS OF WOMEN’S WEAR ASSORTMENT MIX OF HYPERCITY AND IDENTIFY THE GAP 4.2.1 RESEARCH OBJECTIVE • • • To study the customer buying behavior at HyperCity stores for Women‟s wear Category. To identify the consumer preferences for women‟s wear offered at hypercity. To identify the gap of Merchandise offered in the store in women‟s wear Category.
National Institute of Fashion Technology, Gandhinagar
Page 49
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
4.2.2 RESEARCH METHODOLOGY Exhibit 14: Research Methodology
• EXPLORATORY • QUALITATIVE
RESEARCH DESIGN
RESEARCH TYPE
CONCLUSION DRAWN • BY STATISTICAL ANALYSIS
DATA COLLECTION • PRIMARY • SECONDARY
Research design- The research is exploratory in nature Research type- The research is qualitative Data Collected- The data is collected with the help of Questionnaire and also observation technique has been used for Primary collecting data and Internet, Website, Executive and Past reports(Secondary) Conclusion drawn- The conclusions are drawn with the help of statistical analysis
4.2.3 DATA COLLECTION FROM PRIMARY SOURCES
To track the consumption pattern and Preference of the Women‟s wear in Hyper city in general, a questionnaire based survey was conducted A visit to competitors in order to find out the Gap in Assortment mix of Men‟s wear in Hyper city
National Institute of Fashion Technology, Gandhinagar
Page 50
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Table 13: Table showing Information about data collection from primary source
PRIMARY DATA Sampling Method: Convenience Sampling (Random Sampling) Sample Size: 100 Customers Instrument: Questionnaire Visit to the stores: Hyper city & Competitors No. Of Competitors: 4 City: Mumbai
4.2.4 DATA COLLECTION FROM SECONDARY SOURCES For providing a proper form to the report and an authentic base to the research study, data was also collected from the secondary sources. Secondary data collected is based on external resources like Exhibit 15: Data collection from secondary source
staff member of hypercity
store person of hypercity
internet and past projects
4.2.5 NATURE AND SCOPE OF RESEARCH NATURE The report discusses what are the features and the characteristics which drive the customer to purchase from Women‟s wear in Hypercity and how far they are satisfied with the variety and option in Women‟s wear. The consumers were asked to fill a questionnaire that would analyze: • What clothes do you like in women’s apparel offered at hypercity? • What influence you to buy women’s apparel?
• Rate the characteristics for Women’s wear on the scale of 1 to 5 where “1” being most preferred and “5” least preferred.
National Institute of Fashion Technology, Gandhinagar
Page 51
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
• • • • Where do you do MOST of your clothes shopping? Which brand you prefer offered at hypercity? In western range what attribute is preferred most? In ethnic range what attribute is preferred most?
SCOPE OF RESEARCH The research was limited only to the mumbai city only and only for eight weeks therefore there is a scope to cover other cities with the more time duration 4.2.6 QUESTIONNAIRE (REFER: ANNEXURE-2) 4.2.7 ANALYSIS
Q.1. HOW OFTEN DO YOU VISIT APPAREL FROM HYPERCITY? Response count in Response count % 26% 25 33% 31% 11% 32 30 11
More than once a month once a months once in three months once in six months
From the given data it is noted that the loyal customer usually visit the store once a month (REFER: ANNEXURE-3)
Q.2. HOW OFTEN DO YOU BUY WOMEN’S APPAREL FROM
HYPERCITY?
More than once a month once a months once in three months once in six months
Response count in Response count % 9% 9 24% 31% 36% 23 35 30
From the Given Data it is noted that the loyal customer usually visits the store once a month (REFER: ANNEXURE-4)
National Institute of Fashion Technology, Gandhinagar
Page 52
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Q.3 What clothes do you like in women’s apparel offered at hypercity ? Response count in Response count % 10% 20 17% 25% 19% 14% 6% 9% 33 49 37 27 12 17
Denim Top Kurti T-shirts Leggings Tracks Night wear
Majority customer (25%) like or prefer to buy kurti i.e. ethic wear offered at hypercity. (REFER: ANNEXURE-5)
Q.4. What influence you to buy women’s apparel? Response count in Response count % 30% 51 4% 8% 35% 10% 13% 7 14 59 17 22
Need Celebrities Peer Trends Ads Any other
Majority of the respondent i.e. 35% get influenced by the changing trends and the other factor which influences the purchase of women‟s wear after trend is the need. (REFER: ANNEXURE6) Q.4. Rate the characteristics for Women’s wear on the scale of 1 to 5 where “1” being most preferred and
“5” least preferred
most of the customer believe that quality is the characteristic which is preferred most and then the style (REFER: ANNEXURE-7)
Q.5. Where do you do MOST of your clothes shopping Response count in Response count %
National Institute of Fashion Technology, Gandhinagar
Page 53
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Department stores (eg: shopperstop, lifestyle etc) Discount stores ( mega mart,loot mart, brand factory) Small specialty shops ( kazo, Online Other Don‟t know
28% 24% 25% 15% 6% 2%
48 42 43 25 10 4
Maximum number of respondent (28%) says that they shop mostly from departmental stores to make it clearer an example was also given (REFER: ANNEXURE-8)
Q.6. Which brand you prefer offered at hypercity? Response count in Response count % 15% 23 36% 31% 18% 57 48 29
Kraus City life Riverrinc Intigritygals
Majority of the customers(36%) prefers or like CITYLIFE brand which is the only brand in ethnic wear so as from the response it can be said that customer are more inclined towards the ethnic wear category in women‟s wear. (REFER: ANNEXURE-9)
Q.7. In western range what attribute is preferred most? Response count in Response count % 14% 23 20% 32
Colour Fit
National Institute of Fashion Technology, Gandhinagar
Page 54
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Style Quality Price
36% 22% 8%
58 36 13
Customer prefers STYLE as the most important attribute while purchasing the western wear as per the response. (REFER: ANNEXURE-10)
Q.8. In ethnic range what attribute is preferred most? Response count in Response count % 25% 21 20% 28% 17% 10% 42 52 31 20
Colour Fit Style Quality Price
• • •
Even in the ethnic wear category most of the respondents prefer style as the most important attribute Majority of office goers falling between the age group of 25-40 years preferred Reliance Trend for multiple brands and option of choice Price Sensitive and Retired customer preferred FBB
Youths & Students choose MAX Retail because of its option in colors, Current Trends, Variety etc at affordable price. (REFER: ANNEXURE-11) Q.9 where do you think hypercity need to improve?
most common problems and issues that people wants hypercity need to improve are:
• • • •
Non availability of smaller size. People wants to see more brands in both western and ethnic category Lack of staff Variety in western wear
Personal details
Age Response count Response count in %
National Institute of Fashion Technology, Gandhinagar
Page 55
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
15-20 20-25 25-30 30-35 35-40 40 and above
7% 26% 45% 13% 8% 1%
7 25 44 13 7 1
Majority of the customers falls between the age group of 20-25. (REFER: ANNEXURE-12)
Occupation Response count Response count in % 12% 15 31% 20% 36% 30 20 40
Student Business Service Housewife
Majority of the respondents are HOUSE WIFE followed by service class and business class. (REFER: ANNEXURE-13)
4.2.8 FINDINGS
Most of the customers , who visit Hyper city are in the age group of 25-30 years , therefore they do not like to compromise on the quality Majority of the customers come for shopping for apparel once in 3 months Customer whose age is 25 and above are the actual target consumer As after housewives majority of the customers belong to service class they need proper formals to be worn in office, hence they demand more brands in Formal wear from the survey it was found that 31% of customer are from service sector which demands formals where, as at hypercity formal wear for women is unavailable hence it would be recommended to add formals wear on women’s wear collection There is a demand for s and medium size in women’s ethnic.
National Institute of Fashion Technology, Gandhinagar
Page 56
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Better display of products through visual merchandising is very necessary to attract the consumer’s attention Most of the customers , who visit Hyper city are in the age group of 25-30 years , therefore they do not like to compromise on the quality Majority of the customers come for shopping for apparel once in 3 months Customer whose age is 25 and above are the actual target consumer As after housewives majority of the customers belong to service class they need proper formals to be worn in office, hence they demand more brands in Formal wear from the survey it was found that 31% of customer are from service sector which demands formals where, as at hypercity formal wear for women is unavailable hence it would be recommended to add formals wear on women’s wear collection There is a demand for s and medium size in women’s ethnic.
4.2.9 ON THE FLOOR OBSERVATION fashion section at hypercity has more footfalls at afternoon period People ask for the more staff as they cannot find certain merchandise which they are looking for During week days majority of the customers visiting the fashion department are above 38 and are generally accompanied by their spouse.
4.2.10 RECOMMENDATION Women‟s wear lack formal category so it can be commended to include the same as after house wife category maximum respondent belongs to service . Small sizes are not available therefore more small sizes should be stocked. Proper forecast of the upcoming trend should also be done, so that the collection may include the basic styles & color of that particular season. Styles and fits offered by National brands are preferred by the customers, therefore to provide these fits and styles at competitive prices, forecast should be done accordingly. Customer asks for brands in both the major categories as women‟s wear department is dominated by inhouse brands. The customer profiling of Hyper city is A and B+ category, therefore, it may introduce some brands for the A class customers and should start some new attractive promotional strategies for B+ category to boost sale.
National Institute of Fashion Technology, Gandhinagar
Page 57
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Size wise arrangement of merchandise requires less assistance of staff and its easy to find apparel easily. However Hyper city should try to adopt marketing or the promotional activities by getting inspiration from Max And Reliance
Better display of products through visual merchandising is very necessary to attract the consumer’s attention
4.2.11 LIMITATIONS OF THE RESEARCH Research is limited to stores in Mumbai city Time period was only eight weeks Consumer were reluctant to fill the questionnaire
National Institute of Fashion Technology, Gandhinagar
Page 58
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
LEARNING The eight week internship was a great learning experience of actual corporate world It has helped to know about the functioning of various department and there by building platform for knowing the interested field and working in that field It has given overview about how the fashion industry works along with retailing Hypercity is in a hyper market where people mainly come for purchasing grocery items for such type of format managing fashion is a challenging task but at the same time it was found that if you know your consumer well you can easily face this challenge Through this internship it was clear how front end and back end works and co-ordinate with each other‟s Communication plays a very important part in any industry to be successful so there should be proper communication so that message is clear and understood easily In buying profile one needs to have thorough knowledge of the product as well as should have proper knowledge of Industry and competitors. Co-ordination among departments is also an important task Time management and analytical skills are really important as a professional. The ability to work in team is an important aspect for working in corporate world Many small task were assigned during internship which gave knowledge about the various field like During competition mapping visiting different stores and comparing it with Hypercity helped in knowing the strengths and weaknesses of the company. It also helped in knowing the USP (Unique Selling Point) of the company. Consumer survey was done to know the consumer profile and finding the issues as the sale of Women‟s wear is not up to mark. This survey helped in interacting with customers and knowing them better. Over all there was great learning during internship.
National Institute of Fashion Technology, Gandhinagar
Page 59
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
CONCLUSION
The 8 weeks internship was a platform where the theoretical learning was applied to the practical applications.
The internship was a great learning experience and it helped to know the fashion industry in depth. It gave the clear idea about how the activities are carried out, how different department co-ordinate, role of communication and working systematically. Different projects during internship gave clear idea about the different areas like marketing, planning, merchandising and many more. It helped to know how the theories of management were applied practically. This helped to bridge the gap between theoretical and practical knowledge Apart from academic knowledge it also taught about time management, planning in a proper order, team work, analytical skills, communication skills and many. It helped in knowing the working of retailing combined with fashion.
National Institute of Fashion Technology, Gandhinagar
Page 60
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
BIBLIOGRAPHY Internet sites http://www.up.ac.za/saafecs/vol29/north.pdf (1st June 2012, 3:30pm)
http://anzmac2010.org/proceedings/pdf/ANZMAC10Final00377.pdf (1st June2012, 3:30pm) http://www.krepublishers.com/02-Journals/JSS/JSS-16-0-000-000-2008-Web/JSS-16-1-000-0002008-Abst-Text/JSS-16-1-051-08-511-Kotwal (2nd June 2012, 3:30pm) http://www.articlesbase.com/careers-articles/trends-in-fashion-among-the-teenagers1684374.html (2nd June 2012, 3:30pm) http://www.magazine.org/content/files/teenprofile04.pdf (4th June 2012, 3:30pm) http://www.citeman.com/8535-psychographic-characteristics-%E2%80%93-teenagers-buyinghabits/ (4th June 2012, 3:30pm) http://www.technopak.com/Perspective/vol4/Trends%20in%20India's%20Domestic%20Fashion %20market.pdf (4th June 2012, 3:30pm) http://ezinearticles.com/?Are-Teenagers-Really-Spending-Money-Wisely?&id=1900097 June 2012, 3:30pm) http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=3712&Ite mid=76 (9th June 2012, 7pm) (5th
http://www.marketresearch.com/browse.asp?categoryid=1446&g=1 (9th June 2012, 7pm) http://www.media-awareness.ca/english/parents/marketing/issues_teens_marketing.cfm (9th june 2012, 7pm) http://www.indianchild.com/population_of_india.htm (23June 2012, 5:30pm) http://www.unicef.org/infobycountry/india_statistics.html (23June 2012, 5:30pm) http://www.indiastat.com/default.aspx (26 June 2012, 11:30pm) http://www.researchandmarkets.com/reports/356491/spending_power_of_the_teen_consumer_in _the.htm (1st July 2012, 11:30pm) http://www.money-management-works.com/teen-spending.html imp (4th July 2012, 11:30pm) National Institute of Fashion Technology, Gandhinagar Page 61
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
http://www.docstoc.com/docs/2386494/Teenagers-Spending-Money-Statistics (15th July 2012, 11:30pm) http://dspace.iimk.ac.in/bitstream/2259/338/1/463-476.pdf (date 18th July 2012, 3:26pm) http://edissertations.nottingham.ac.uk/1868/1/vicky-edissertaion.pdf 3:26pm) http://www.uwex.edu/ces/cced/downtowns/ltb/lets/LTB0406.pdf (date 18th July 2012, 3:26pm) http://www.nelson.com/business/0176201408/pdf/WOB3.pdf (date 18th July 2012, 3:26pm) http://www.scribd.com/doc/28277064/Changes-in-Consumer-Behaviour-of-India 2012, 12:30 am) http://findarticles.com/p/news-articles/times-of-india-the/mi_8012/is_20060919/teenagersdictate- buying-patterns/ai_n39425156/ (date 1st August 2012, 10:00 pm) (date 1st (date 30 July (date 18th July 2012,
http://www.icmrindia.org/casestudies/catalogue/Business%20Reports/BREP047.htm August 2012, 12:30 am) http://library.thinkquest.org/22586/psycho.htm BOOKS: (2nd August, 11:30pm)
Michael R.Solomon, 2009, “Consumer Behavior”, “New Jersey”: “Pearson Education”, No.8; Schiffman Kanuk , “Consumer Behavior”, 8th Edition. Micheal Levy and Barton Weitz, “Retailing Management” 6th Editions
National Institute of Fashion Technology, Gandhinagar
Page 62
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-2 COMPARATIVE STUDY OF MEN’S WEAR ASSORTMENT MIX OF HYPERCITY
QUESTIONNAIRE I am a student of Fashion Management Programme NIFT, Gandhinagar. I am conducting a survey on consumer preference of Women‟s wear at Hypercity as a part of my internship programme. I would request you to fill this Questionnaire and the information provided by you will be kept confidential and used for academic purpose. 1. How often you visit hypercity? More than once a month once a months once in three months once in six months 2. How often do you buy women’s apparel from hypercity? More than once a month once a months once in three months once in six months 3. What clothes do you like in women’s apparel offered at hypercity? Denim Top Kurti T-shirts Leggings Tracks Night wear 4. What influence you to buy women’s apparel? Need Celebrities Peer Trends Ads Any other 5. Rate the characteristics for Women’s wear on the scale of 1 to 5 where “1” being most preferred and “5” least preferred. Brand quality Promotion price style colour
6. Where do you do MOST of your clothes shopping? Department stores (eg: shopperstop, lifestyle etc)
National Institute of Fashion Technology, Gandhinagar
Page 63
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Discount stores ( mega mart,loot mart, brand factory) Small specialty shops ( kazo, Online Other Don‟t know 7. Which brand you prefer offered at hypercity? Kraus City life Riverrinc Intigritygals 8. In western range what attribute is preferred most? Colour Fit Style Quality Price 9. In ethnic range what attribute is preferred most? Colour Fit Style Quality Price 10. What brands would you like to see at hypercity? Ans.___________________________________________________ 11. Where do you think hypercity need to improve? Ans.____________________________________________________ PERSONAL DETAILS NAME: _________________ AGE 15-20 20-25 25-30 30-35 35-40 40 and above GENDER: Male Female STATUS: Single Married OCCUPATION Student Business Service Housewife
ANNUAL INCOME >5 LAKHS 5-10 LAKHS 11-15 LAKHS 16-20 LAKHS <20 LAKHS
National Institute of Fashion Technology, Gandhinagar
Page 64
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-3
11% 31%
26%
more than once a month
once a month
once in three month once in six months
33%
Annexure-4
31%
9% 24%
more than once in a month once a month once in three months once in six months
36%
National Institute of Fashion Technology, Gandhinagar
Page 65
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-5
night wear tracks leggings t-shirt kurti top denims
0% 5% 10% 15% 20% 25% 30%
Annexure-6
any other advertisement
trends
peers ccelebrity need
0 5 10 15 20 25 30 35 40
National Institute of Fashion Technology, Gandhinagar
Page 66
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-7
colour
style
6 5 4 3 2 1
price
promotion quality brand
0 5 10 15 20 25 30 35 40
45
Annexure-8
don’t know
others
online small speciality shops discount store departmental stores
0 5 10 15 20 25 30
National Institute of Fashion Technology, Gandhinagar
Page 67
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-9
intigritygals
reverinc
citylife
kraus
0 5 10 15 20 25 30 35 40
Annexure-10
price quality style fit colour
0 5 10 15 20 25 30 35 40
National Institute of Fashion Technology, Gandhinagar
Page 68
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-11
price quality style fit colour 0 10 20 30 40
Annexure-12
13
7
2 7 26
15-20 20-25 25-30 30-35 34-40
45
40 and above
National Institute of Fashion Technology, Gandhinagar
Page 69
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-13
36
12 31 20
student
service business house wife
National Institute of Fashion Technology, Gandhinagar
Page 70
SUBMITTED BY
RUTU PATEL MASTERS OF FASHION MANGEMENT NIFT (GANDHINAGAR)
SUBMITTED ON 20-8-2013
UNDER THE SUPERVISION OF MS JAGRITI MISHRA
SUBMITTED TO National Institute Of Fashion Technology (Ministry of Textiles, Govt. of India) GH-0 Road, Behind Infocity Gandhinagar-382007. Gujarat http://www.nift.ac.in June - July 2013
National Institute of Fashion Technology, Gandhinagar
Page 1
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai DECLARATION
I declare that I have completed the minor project on the topic “Internship Project At HYPERCITY RETAIL (INDIA) LTD.” I also declare that all the taken data has been acknowledged by me. I have put in efforts to complete this internship project successfully. ……………………………………………………….. [RUTU PATEL]
National Institute of Fashion Technology, Gandhinagar
Page 2
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai CERTIFICATE
This is to certify that Rutu Patel has submitted the Project titled “Internship Project At HYPERCITY RETAIL (INDIA) LTD.” To Mr. Sharad Mohindroo. This particular work is her original work and has not been submitted to any other institution. She has duly acknowledged and given credit to the data, factual figures as well as concepts drawn from the numerous secondary sources. ………………………………………………. [Mr. Sharad Mohindroo] Buyer Footwear Department HYPERCITY RETAIL (INDIA) LTD., MUMBAI
National Institute of Fashion Technology, Gandhinagar
Page 3
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai ACKNOWLEDGEMENT
I am grateful to Mr. Sharad Mohindroo (Buyer of Footwear Department) my industry mentors for the project for their valuable inputs and comments for giving me this opportunity and for being a supportive and insightful guide to me. I would like to extend my gratitude to Mr. Sanjeev Bhatt (Category Manager footwear department) and the entire buying and fashion team without whose support this project would not have been completed. I am also thankful to the customers of Hypercity who had spent time to complete my survey. …………………………………….. [RUTU PATEL] PGP in Fashion Management MFM (2012-14) Department of Fashion Management Studies, NIFT, Gandhinagar Date: 20-8-2013
National Institute of Fashion Technology, Gandhinagar
Page 4
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
EXECUTIVE SUMMERY
As a part of training many activities were performed like conducting consumer survey, providing help during a new store opening of the hypercity retail India ltd at thane, making cost sheets and cut order sheets for footwear as well as kids wear department, making vendor evaluation form for footwear department. All this activity was a great learning. It actually helped in getting knowledge about the various field like marketing, retailing, forecasting and consumer behavior The survey with sample size of 100 was done in Mumbai to indentify the gap of assortment mix present in women‟s wear of Hypercity in terms of its competitors. It helped to know consumer profile of Hypercity what are their needs, what they want in merchandise, their spending habits, their shopping habits etc. Vendor evaluation form was mainly designed to establish certain standards, parameters and bases on which vendors can be evaluated. Making of cost sheets and cut order sheets for the footwear and kids wear department. Which made me aware of some of the formulas uses of excel. Promotions have been always an important marketing tool and co-coordinating the front end and back end was also important. While managing promotion and sale important aspects of marketing was learnt as well as actually implementing those aspects was really a value addition. To conclude, the research report ends with Survey findings, Recommendation, SWOT analysis, and further scope for this research.
National Institute of Fashion Technology, Gandhinagar
Page 5
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
INDEX
SR. No 1 1.1 1.2 1.3 1.4 1.5 1.5.1 1.5.2 1.5.3 1.5.4 1.5.5 1.5.6 1.5.7 1.5.8 1.5.9 1.5.10 1.5.11 1.5.12 1.5.13 1.6 1.7 1.7.1 1.7.2 1.7.3 1.8 1.9 1.10 1.11 1.12 2 2.1 2.1.1 2.1.2 2.1.3 2.1.4 2.1.5 2.2 2.2.1 2.2.2 2.2.3 Table Of Content Chapter 1 Over View Of the Company Purpose of the project Background About Retail Industry About Raheja‟s About Hypercity Vision Business mission Objectives Segmentation Target Positioning Differentiation Business models Awards and Recognitions Partners About Fashion Brand in Hypercity Brand Portfolio Special Facility offered at Hypercity Problem Definition Literature Review Merchandising Different views of merchandising R‟s of Merchandising Research Objective Research Methodology Research Design Sources of Data Collection Scope of the Research Chapter2 Store Analysis & Over view Of Departments Information about the store Malad Vashi Thane Grading of the store Comparison of the stores Functioning of various departments Visual Merchandising Marketing Department Human Resource Department Page No. 10 10 10 12 15 16 16 16 16 16 16 16 17 17 18 19 19 19 20 20 22 22 23 23 23 25 25 25
26 26 27 28 28 29 29 30 30 31 Page 6
National Institute of Fashion Technology, Gandhinagar
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
2.2.4 2.2.5 2.2.6 2.2.7 2.2.8 2.2.9 3 Project and Planning Department Operations Buying and Merchandising Department Business Models Technology used at Hypercity Yearly Budget Planning Chapter 3 AW Range Planning Process and Plano gram and Minimum Stock Presentation 3.1 AW Range Planning 3.1.1 Forecasting 3.1.2 Floor Plann 3.1.3 Fabric Selection 3.1.4 Approaching Vendor 3.2 Plano gram and Minimum Stock Presentation 4 Chapter 4 Competition Mapping and Consumer Survey on Assortment Mix 4.1 Competition Mapping 4.1.1 KVI‟s 4.1.2 Brands 4.1.3 Customer Profile 4.1.4 Price Architecture 4.1.5 Promotions 4.1.6 Overall Comparison 4.1.7 Perpetual Mapping 4.1.8 SWOT Analysis 4.2 Consumer Survey on Comparative Analysis of Assortment Mix in Hypercity 4.2.1 Research Objective 4.2.2 Research Methodology 4.2.3 Data collection from Primary source 4.2.4 Data collection from Secondary source 4.2.5 Nature and Scope of Research 4.2.6 Questionnaire 4.2.7 Analysis 4.2.8 Findings 4.2.9 On the Floor Observation 4.2.10 Recommendation 4.2.11 Limitation of the Research Learning Conclusion Bibliography Annexure National Institute of Fashion Technology, Gandhinagar 34 36 38 41 42 48
50 50 50 50 51 53
61 62 63 65 66 66 67 68 69 70 70 70 70 71 71 72 72 77 77 80 81 82 83
Page 7
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Sr. no 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Sr.no 1 2 3 4 5 6 7 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Exhibit 1 Exhibit 2 Exhibit 3 Exhibit 4 Exhibit 5 Exhibit 6 Exhibit 7 Exhibit 8 Exhibit 9 Exhibit 10 Exhibit 11 Exhibit 12 Exhibit 13 Exhibit 14 Exhibit 15 Exhibit 16 Exhibit 17 Exhibit 18 Exhibit 19 List Of Table 24 29 35 38 39 40 43 44 46 48 49 52 68 70 71 78 78 79 80 Page no. 29 53 58 59 62 63 64 List of Exhibit Page no.
National Institute of Fashion Technology, Gandhinagar
Page 8
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
8 9 10 11 12 13 14 Table 8 Table 9 Table 10 Table 11 Table 12 Table 13 Table 14 65 65 65 66 67 71 79
National Institute of Fashion Technology, Gandhinagar
Page 9
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
CHAPTER 1
OVER VIEW OF THE COMPANY
1.1 PURPOSE OF THE PROJECT
The purpose of this internship was to understand how different departments in an organization work especially the fashion section. The main purpose was to get exposure about the corporate world. It was undertaken to see the practical aspects of the industry, what is their day to day activities and challenges in the task. It was to gain a thorough knowledge of the functioning of merchandising department at a hypermarket. 1.2 BACKGROUND As a part of training many activities were performed like conducting consumer survey, providing help during a new store opening of the hypercity retail India ltd at thane, making cost sheets and cut order sheets for footwear as well as kids wear department, making vendor evaluation form for footwear department. All this activity was a great learning. It actually helped in getting knowledge about the various field like marketing, retailing, forecasting and consumer behavior The survey was done to indentify the gap of assortment mix present in women‟s wear of Hypercity in terms of its competitors. It helped to know consumer profile of Hypercity what are their needs, what they want in merchandise, their spending habits, their shopping habits etc. Vendor evaluation form was mainly designed to establish certain standards, parameters and bases on which vendors can be evaluated. Making of cost sheets and cut order sheets for the footwear and kids wear department. Which made me aware of some of the formulas uses of excel. Promotions have been always an important marketing tool and co-coordinating the front end and back end was also important. While managing promotion and sale important aspects of marketing was learnt as well as actually implementing those aspects was really a value addition. The internship helped to know industry in a better way and has built a strong platform for the future. 1.3 ABOUT RETAIL INDUSTRY
Retail 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. The Retail
Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. The India Retail Industry is gradually inching its way towards becoming the next boom industry.
National Institute of Fashion Technology, Gandhinagar
Page 10
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
The total concept and idea of shopping has undergone an attention drawing change in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. Modern retailing has entered into the Retail market in India as is observed in the form of bustling shopping centers, multi-storied malls and the huge complexes that offer shopping, entertainment and food all under one roof. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing workingwomen population and emerging opportunities in the services sector are going to be the key factors in the growth of the organized Retail sector in India. The growth pattern in organized retailing and in the consumption made by the Indian population will follow a rising graph helping the newer businessmen to enter the India Retail Industry. In India the vast middle class and its almost untapped retail industry are the key attractive forces for global retail giants wanting to enter into newer markets, which in turn will help the India Retail Industry to grow faster. Indian retail is expected to grow 25 per cent annually. Modern retail in India could be worth US$ 175-200 billion by 2016. The future of the India Retail Industry looks promising with the growing of the market, with the government policies becoming more favorable and the emerging technologies facilitating operations.
hypermarket is a superstore combining a supermarket and a department store. The result is an expansive retail facility carrying a wide range of products under one roof, including full groceries lines and general merchandise. Hypermarkets allow customers to satisfy all their routine shopping needs in one trip. Hypermarkets, like other big-box stores, typically have business models focusing on highvolume, low-margin sales The hypermarket/retail industry in India in the beginning of 2010 was valued at $37-billion. A hypermarket is a combination of a general merchandise store and a supermarket with full lines of groceries; it is a mammoth retail facility. It displays an enormous range of products under one roof. Typically, a hypermarket is weekend shopping destination that works on low price points and high volumes, covers a large floor area (anything from 40,000 square feet to 200,000 square feet) and has a larger catchment area. Across the world, hypermarkets are usually part of a retail park with other shops, cafeterias and restaurants. A key element of differentiation between the hypermarket and other retail formats (apart of the size) is that hypermarkets are typically destination locations. They are designed to attract customers to a significantly large with their low price offers, unique range and offers. Hypermarkets are operated by a few large corporate houses and retailers in India. In India, the hypermarket concept is in the nascent stage, retailers like Pantaloons and RPG have started hypermarket operations and they are aggressively expanding to all regions of India. Recent years have seen the entry of international retailers like SPAR entering as a hypermarket. Hypermarkets are also expanding into B class towns and are emerging as major competitors for both unorganized and organized retailers. The major cities where these hypermarkets are Delhi, Pune, Bangalore, Hyderabad, Mumbai, ahmedabad and Chennai. The hypermarket targets higher and upper middle class customers. It also specifically
targets working women and home makers who are the primary decision makers. The future of hypermarkets is looking profitable for a number of reasons, some of them are Demographic Dynamics Increasing work force Increasing use of credit cards Improving Infrastructure Profitable procurement channels National Institute of Fashion Technology, Gandhinagar Page 11
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Technological improvement
India ranks 5th on global retail development index, is considered the second fastest growing economy in the world and ranks amongst the top 10 FDI destinations in the world. A huge opportunity exists in India, especially in the urban and semi-rural areas. Hypermarkets offer a one-stop shop for all customer needs. With an increasing workforce and decreasing spare time amongst the Indian population, hypermarkets are bound to be the beneficiaries. 1.4 ABOUT RAHEJA’S
Retailing in India is up for transition. It has broken the safe and claustrophobic space of an eggshell and rearing to grow into a giant that will match the retailing practices of the west. K.Raheja Corp are the pioneers in organized retail by taking a first giant step to successfully establish a retail store know as “Shopper Stop”. 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 and income. Cross word, Inorbit Mall and Hyper city have set new bench marks on the basis of information and adaption of worldwide changes, innovations and new techniques in retailing practices
National Institute of Fashion Technology, Gandhinagar
Page 12
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Raheja‟s are into different forms of business like: Real Estate Retailing Hospitality Social Commitment 1.4.1 SHOPPERS STOP Shoppers Stop is one of the leading retail stores in India. Shoppers Stop began by operating a chain of department stores under the name “Shoppers‟ Stop” in India. Shoppers Stop has 35 stores across the country and three stores under the name Home Stop. Shoppers Stop retails a range of branded apparel and private label under the following categories of apparel, footwear, fashion jewellery, leather products, accessories and home products. These are complemented by cafe, food, entertainment, personal care and various beauty related services. Shoppers Stop launched its e-store with delivery across major cities in India in 2008. The website retails all the products available at Shoppers Stop stores, including apparel, cosmetics and accessories. Shoppers Stop opened stores in Amritsar, Bhopal and Aurangabad. 1.4.2 CROSSWORD BOOKSTORES Crossword is the largest chain of bookstores in India with 52 branches. Shoppers Stop acquired 100 per cent stake in bookstore chain Crossword. Crossword is positioned as a lifestyle bookstore with their spacious, well laid out stores which encourage customers ease in browsing through the merchandise of books, music, stationary and toys. Shoppers Stop's sister stores are
1.4.3 HOMESTOP
HomeStop is premium home furnishings home concept store, which offers products in home decor, furniture and accessories, bath accessories, bedroom furnishings, mattresses, draperies, carpets, modular kitchens and health equipment. 1.4.4 BRIO Brio has 20 outlets in select cities. Café Coffee Day (CCD), the retail division of Amalgamated Bean Coffee Trading (ABCTL), has signed a MoU with Shoppers Stop to run its BRIO outlets. 1.4.5 DESI CAFE Desi Café and their operations have been taken over by Café Coffee Day (CCD), the retail division of Amalgamated Bean Coffee Trading (ABCTL), has signed a MoU with Shoppers Stop to run its Desi Café outlets. National Institute of Fashion Technology, Gandhinagar Page 13
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
1.4.6 HYPERCITY
Hypercity provides customers a wide variety of range of products for shopping in a large and modern retail environment. It offers a contemporary range of products, sourced from both local and international markets. The product range covers: Foods and Grocery, Homeware, Home Entertainment, Hi-Tech, Appliances, Furniture, Sports, Toys & Fashion. 1.4.7 M.A.C. M.A.C and Shopper‟s Stop Ltd. entered into a non exclusive retail agreement with cosmetics major Estee Lauder to open up M.A.C. Cosmetics stores in India. M.A.C. Makeup-Art Cosmetics - the professional brand of choice, is the first brand under the Estee lauder Group of Companies portfolio to enter the Indian retail market. Currently there are 9 M.A.C. stores operating 1.4.8 ARCELIA Arcelia is a new retail concept aiming at the growing accessories and cosmetics segment, with a strong emphasis on experience and indulgence and primarily caters to discerning women shoppers. It retails cosmetics, fragrances, fine jewellery, footwear, handbags. 1.4.9 MOTHERCARE MotherCare and Shoppers Stop come together to introduce products for infant and toddler care which stocks a variety of products for mother and babies, toddlers and children till eight years of age with the focus being on style, function and safety. The UK-based maternity and kidswear brand has nine standalone and 13 shop-in-shop formats. 1.4.10 NUANCE GROUP Nuance Group with Shoppers Stop makes an entry into airport retailing. The alliance is marked with a joint venture with The Nuance Group AG of Switzerland, the world‟s leading airport retailer. Shopper's Stop Ltd. is handling the retail operations at the duty free zones in international terminals. The joint venture company, called Nuance Group (India) Private Limited. is operating outlets at the International airports at Bengaluru and Hyderabad. 1.4.11 HYPERCITY-ARGOS Hypercity-Argos and Shoppers Stop, the two retail ventures of K Raheja group had signed a memorandum of understanding with UK‟s leading retail chain Home Retail group to develop the Argos (retailer) retail format stores in India. Two years later, Shoppers Stop Ltd has informed Bombay Stock Exchange shall wind down and discontinue its catalogue retail operations under the Hypercity-Argos brand. 1.4.12 TIMEZONE Shoppers Stop forayed into the Entertainment sector by acquiring 45% stake in Timezone Entertainment Private Limited which is in the business of setting up and operating Family
National Institute of Fashion Technology, Gandhinagar
Page 14
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Entertainment Centres (FECs). It has 5 outlets in Ahmedabad, Hyderabad, Kolkata, Navi Mumbai and Mumbai. 1.4.13 INORBIT Inorbit Malls, a subsidiary of the K. Raheja Corporation, first opened its doors to the public in early 2004, in Malad, Mumbai. Inorbit Mall has a universal class and appeal and seeks to provide a one-stop destination for fashion, lifestyle, food, and entertainment leading to an international experience for families which coincides with the objective to create physical structures and to influence lifestyles. Inorbit Malls launched their Vashi, Navi Mumbai property in October 2008 and in Cyberabad in Oct 2009. 1.5 ABOUT HYPERCITY
Hypercity Retail (India) Ltd. is part of the K. Raheja Corp. Group, a leader in the Indian retail sector. K Raheja Corp helped create retail boom in India with Shopper's Stop, Inorbit Mall and Crossword apart from their successes in realty and hospitality. Hypercity is hyper market in the true sense and offers its customers a dominating assortment of quality products at great value in a large, modern and exciting format. It also offers other value added services like consumer finance, ATM facility, telecom services, Bakery and Restaurants etc under one roof. Hypercity launched its first store in Malad, Mumbai, which is spread over 1,20,000 sq ft. Today, Hypercity has accomplished a total of 10 stores since National Institute of Fashion Technology, Gandhinagar Page 15
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
inception and have marked its presence in cities like Mumbai, Hyderabad, Bangalore, Bhopal, Ludhiana, Amritsar 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. Hypercity promises convenience of everything under one roof & International shopping ambience that rivals the best in the world Hypercity has 13 stores operational across 9 cities: Mumbai (Malad, Thane & Vashi), Amritsar, Jaipur, Bangalore(I & II) , Bhopal, Ludhiana, Hyderabad, Ahmedabad, Pune. It offers a wide range of product in categories like Fresh produce, Foods and Grocery, Home, Bakery, electronics, Furniture, Sports, Toys & Apparel 1.5.1 VISION To be an integral part of customer lives, by offering them a high quality shopping experience through great products at ever better prices.
1.5.2 BUSINESS MISSION To sustain profitable growth by encouraging the customers to discover an authoritative assortment of quality products with exciting promotions in a globally competitive retail environment and create through the company values an environment where the company‟s associates grow within the business.
1.5.3 OBJECTIVE
To provide an international shopping experience, where customers can shop in comfort in a large, modern, & exciting environment.
To provide the customers with quality products at a value price. (Value relative to the market, also with respect to design and quality) To offer the convenience of everything under one roof .
1.5.4 SEGMENTATION Hypercity provides access to upper middle class of market segment. 1.5.5 TARGET Target audience of Hypercity is upscale yet they expect value-for-money shopping. 1.5.6 POSITIONING Hypercity positions itself as a format that offers an assortment of products across categories. Customers can expect to discover something new whenever they walk in 1.5.7 DIFFERENTIATION High availability of product on shelf, minimal out- of –stock issues, and an increased brand loyalty among its customers has enabled Hypercity, to differentiate itself from the competitors.
National Institute of Fashion Technology, Gandhinagar
Page 16
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
1.5.8 BUSINESS MODELS 1. OUTRIGHT: The buyer buys the stock, whether it sells or not the responsibility is on the buyer only. Here the margin is better and the price points at which the merchandise is to be sold is decided by the buyer only. e.g. - Bata 2. SOR (SALE OR RETURN): Here the buyer buys and sells what he can otherwise return it back to the vendor. There is better control on inventory and there is no pressure to sell the product. e.g. - Crocs, Valencia, Lilliput etc. 1.5.9 AWARDS AND RECOGNITION INTERNATIONAL AWARDS Hypercity 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. Hypercity 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 f eatured amongst internationally renowned stores such as Bloomingdales New York, Selfridges U.K, Louis Vuitton Paris and Carrefour Shanghai. The special report carried weightage for innovation and creativity in retail, as well as recognizing retail excellence. The report was based on a survey carried out by „Retail Week‟ amongst key players in the retail industry consisting of businessmen, analysts, retail consultants, editors and top shoppers around the globe. DOMESTIC AWARDS HyperCITY bagged the prestigious award of the Most Admired Food & Grocery Retailer of the Year - Private Label Development Award at the Coca Cola Golden Spoon Awards held on December 12, 2012 at the Renaissance Hotel, Mumbai. Hypercity Pune Store was awarded for the best Store design in the Hypermarket Category at the VM&RD Awards 2012 (Visual Merchandising & Retail Design) Retail Forum held on the 10th and 11th Oct 2012 Hypercity has been awarded the most admired Retailer in the Hypermarket Category. Coca Cola Golden Spoon Awards 2009 - Images award for excellence in food retailing awarded Gourmetcity as Most Admired Food Retailer of the Year & Innovative Retail Concept Star Retailer Awards awarded Gourmetcity "Debutant Retailer of the Year 2008" Page 17
National Institute of Fashion Technology, Gandhinagar
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
The Admired Retailer of the Year for Retail Design & Visual Merchandising - Images India Retail Forum, 2007. Most Admired Retailer of the Year for Retail Design & Visual Merchandising - Images sssIndia Retail Forum, 2007. Star Retailer - Value Retailer of the Year 2007. Asia Retail Congress - Reid & Taylor Retailer of the Year (Hypermarket).
1.5.10PARTNERS To bring Indian shoppers a world-class retailing experience, Hypercity has partnered with the best of class. JHP Hypercity 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.
JDA Hypercity 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. There by enhancing the overall customer experience at Hypercity.
JOHNSONDIVERSEY 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 Diversy helps improve the customer shopping experience across key interaction points like food safety, sanitation, etc
National Institute of Fashion Technology, Gandhinagar
Page 18
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
COMPANY FOCUS Hypercity focuses on choice, value and convenience. Being the lowest price retailer is not the objective. Company believes in providing customers with quality products at a value price. Thus the starting point is not price. However the company works on a price matrix of good, better and best where products are sold at exceptional value, good value and small proportion of mid premium. 1.5.11 ABOUT FASHION BRANDS AT HEPERCITY Company focuses on two brands only: City life: Stands for durable fashion, Everyday wear, Value for Money, Classics and Basics RiverInc: Stands for a Jeans Wear and fashion lifestyle incorporating current trends at an affordable price. Company has a clear positioning and businesses plans for each brand and buys according to the plan. For selection of Vendors, company look at the Infrastructure, Scalability, Supply Chain Ability, Process Orientation, and reliability of course commercial terms. Basically the features, characteristics on which vendors are evaluated and vendor evaluation process is being done. 1.5.12 BRANDS PORTFOLIO At Hypercity apparel contributes to around 10% of business. Some of the in house labels are JooJoobs in kid‟s wear primarily fun clothing for 0-10 year‟s segment. In women‟s wear there are mainly two brands CITY LIFE and RIVERINC. Company mainly focuses on private labels in apparel, 85% of the business comes from Private Labels in the apparel business at Hypercity.
1.5.13 SPECIAL FACILITIES OFFERED BY HYPERCITY 1. Hypercity Discovery Club: Shopping at Hypercity is a rewarding experience. The Hypercity Discovery Club brings its customer a great savings, exclusive promotions, special previews and a whole lot more. They can Earn Discovery Reward points and redeem them against purchases. Hypercity Discovery Club reflects the commitment to offer its customers the ultimate shopping experience. 2. Crossword: Customers can pick their favorite books, magazines, movies or the month‟s bestsellers at Hypercity. National Institute of Fashion Technology, Gandhinagar Page 19
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
3. Pressto: Pressto is a global leader in high quality dry cleaning, with more than 500 stores in over 20 countries and over 100 million satisfied customers. Pressto‟s reputation as the best brand in dry cleaning stems from a commitment to quality, personalized service and speed of delivery. Customers can get an extra service while shopping at Hypercity. 4. Hypercity Extended Warranty: Hypercity electronics come with a unique feature. Pay a nominal fee. Hypercity cover mechanical & electrical breakdown. Get the benefit of genuine parts. Free parts and no labour charge. Hassle free repairs. Inflation proof. Free replacement if not repaired.
6. Home Delivery Hypecity is committed to high standards of customer service even beyond shopping through home delivery service. It aims is to delight their customer through timely delivery of goods, every time. 7. Parking Facility Parking facility is available at hypercity and charges will be levied and this money will be refunded to the customer upon the purchase of Rs.100 and above, on the same day itself. 8. Restaurants& Cafés Sit down for a relaxing cup of coffee, pick a wine, enjoy a good meal & freshy baked cakes & savories or unwind post shopping at café coffee day, kwality swirls, gelato, living liquidz & fresh basket bakery at hypercity. 1.6 PROBLEM DEFINITION Women‟s apparel as a category is not perceived as the destination for Hyper city customers, mainly it is an impulse shopping for the customers, therefore there is a need to understand and meet customer expectations in order to achieve higher contribution by the women‟s wear department.
In the present competitive scenario every company in order to with stand the competition, it requires to improve the performance so that business can run smoothly. For this a company requires regular scrutinaization so that loopholes can be found and corrective measures can be taken.
1.7 LITERATURE REVIEW Humans are social animals. Humans belong to groups, try to please others, and look to others behavior. Humans also get influence by these groups. The influence can be of different types such as information influence, Utilitarian influence, and Value-expressive influence. In National Institute of Fashion Technology, Gandhinagar Page 20
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
information influence individual seeks information from professionals, experts or independent group. In utilitarian influence their choice is influenced by their preferences, family members, and social interaction or on individual choice. In value-expressive influence his choice is influenced by the image others have of him or her (Solomon, 2009) A transaction in which two or more organizations or people give or receive something of value, is an integral part of marketing. The concept remains same in consumer behavior in addition with an emphasis on the issue that influences the consumer before, during and after purchases. (Solomon, 2009) Customers make purchases in order to satisfy needs. The behaviour of human beings during the purchase may be termed as “buyer behaviour”. In this article there is a view about birth of buying ideas, what is buyer behaviour, how consumer buy, why consumer buy, types, Decision process, Motives, conclusion. (June 29, 2009) „Consumer behaviour‟ (Michael Solomon, 2009) was reviewed to understand market and its values, conflicts and desires. Economic times (Rajesh Shukla, 2009) talks about Indian consumers.Literature in magazine „Images Fashion of Business‟ (N Roshan Singh, 2010) was reviewed for understanding the fashion trends. Research in consumer behavior has paid considerable attention to consumer decision-making processes. Consumers are recognized as a specialized market segment and often influence purchasing decisions of others. And also they are agents of consumer socialization which is defined as a process by which young people acquire skills, knowledge and attitudes relevant to their functioning as consumers in the marketplace. (UlunAkturan, March 2007) “Retailing Management” was reviewed to know the concepts of Plan-o-gram and store layout. It showed how the purchase decision making is influenced by the store design and how it influences consumer. From the literature it was known that how the five senses of consumer is influenced by store design. (Levy and Weitz, 6th Edition) Now a day‟s retailing have become a competitive business some retailers are engaged in providing better consumer service, while others try to make shopping more pleasant experience by investing in entertainment, while some will invest heavily in new technology and try to reduce cost while other may expand merchandise mix and provide variety of products to consumer. (Fashion retailing 2nd edition) Retail sector is booming. In India it is currently estimated to be a US$ 200 billion industry, of which organized retailing makes up just 3 percent or US$ 6.4 billion. By 2010, organized retail is projected to reach US$ 23 billion. Now a day retailing is much more then merchandising. It‟s about casting customer satisfaction and fulfilling their needs in a proper way. (Fibre2fashion)
National Institute of Fashion Technology, Gandhinagar
Page 21
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
In India there is large young population with the median age of 24 years, nuclear families in urban area along with increasing working women population and emerging opportunity in service sector are going to be the key factors in the growth of organized retail sector. (Dr M.Dhanabhakyam,A.Shanthi) Now day‟s people have started shifting to cities, they are educated, have nuclear families, have large disposable income as well as the trend of dual earner couples has changed their buying behavior.(Ellen Diamond 2nd Edition) 1.7.1 MERCHANDISING “Merchandising is controlling the product mix to ensure the appropriate products are offered at the appropriate time and place.” -Cheryl Nash “Planning, developing, and presenting product line(s) for identified target market(s) with regard to pricing, assorting, styling and timing.” Merchandise means simply to buy & sell commodities for a profit. In the fashion business, the role of merchandising depends on the context in which it is used: 1. Retail sector 2. Manufacturing 1.7.2 DIFFERENT VIEWS OF MERCHANDISING 1. AS A PROCESS. First, and most broadly, some view merchandising as an entire set of economic activities, conducted by firms that may be labeled merchandisers, extending from an initial product idea to a finished product on display in a store. In this sense, merchandising is the process of bringing products successfully to market, especially in retail settings. In order to complete this process, the merchandising function requires coordination of many areas of a business, including marketing, procurement, accounting, production, and warehousing/distribution. The entire process is guided by what the company perceives as a market need, and this need will dictate whether there is will be one uniform product or many variations, how it will look, whether it will be produced seasonally or year round, and so on. 2. AS A RETAIL. Second, merchandising is sometimes seen as equivalent to retail trade, particularly for stores that sell a large volume of popular items (i.e., "mass merchandisers" such as Wal-Mart Stores, Inc.). This view emphasizes merchandising as a function of choosing product lines to carry that are likely to move quickly, organizing the store to maximize traffic past profitable lines, and maintaining visual displays and advertisements that turn traffic into sales.
National Institute of Fashion Technology, Gandhinagar
Page 22
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
3. AS A MASS MARKETING OF INTELLECTUAL PROPERTY. A third and rather narrow notion of merchandising is the familiar practice of creating and marketing a product line centered around a popular theme (usually associated with a piece of intellectual property), such as a movie, a television show, a brand name, a corporate identity, a celebrity, or a fictitious character. This is often described as the merchandising side of the entertainment business, although non-entertainment companies also market these kinds of products. 1.7.3 R’S OF MERCHANDISING Right fashion oriented merchandise (product). At the Right prices (price). In the Right place (place). Right sales promotion (promotion). 1.8 RESEARCH OBJECTIVE 1. To study the functioning of various department and store analysis of Hypercity, Mumbai. 2. To design the retail plan-o-gram for Men‟s wear & Footwear of all the store of Hypercity and study Range Presentation process 3. To make competitive study of men‟s wear assortment mix in Hypercity and identify the gap. 1.9 METHODOLOGY The research includes both secondary and primary research. The primary research has been done internally with the help of merchandising and other involved department. The research has been conducted in different phases, which are as follows:
National Institute of Fashion Technology, Gandhinagar
Page 23
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Exhibit 1: showing different phases of research
National Institute of Fashion Technology, Gandhinagar
Page 24
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
PHASE-1 TO KNOW ABOUT THE ACTIVITY OF THE COMPANY
PHASE-2 TO UNDERSTAND DIFFERENT DEPARTMENTS
PHASE-3 TO STUDY THE COMPETITORS
PHASE-4 COMPATATIVE ANALYSIS OF ASSORTMENT MIX OF WOMEN'S WEAR IN HYPERCITY
PHASE-5 IDENTIFYING LOOP HOLES IN THE SYSTEM
PHASE-8 SUGGESTING WAYS TO IMPROVE PERFORMANCE
PHASE-9 RECCOMENDATIONS
National Institute of Fashion Technology, Gandhinagar
Page 25
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
1.10 RESEARCH DESIGN The data has been collected using both secondary and primary data collection methods. Both quantitative data (numbers and statistics) & qualitative data (usually words or text) has been collected to complete the study. The research methodology is exploratory in nature
1.11 SOURCES FOR DATA COLLECTION Secondary Data Research- Secondary data has been collected to find out the best practices of the industry and other companies. Secondary Research includes projects that have been done in the past, newspapers, magazines, company‟s official websites and other websites, etc. Primary Data Research-For the research to be completed successfully secondary research was not enough so to analyse the actual problem, primary data was also collected. Primary research was mainly collected by consumer survey and observations
1.12 SCOPE OF THE RESEARCH: Since, the research was limited to the women‟s wear category only; therefore there is a scope to cover other categories also, like men‟s wear, kids wear and footwear.
National Institute of Fashion Technology, Gandhinagar
Page 26
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
CHAPTER 2
STORE ANALYSIS AND OVERVIEW OF THE DEPARTMENTS 2.1 INFORMATION ABOUT STORE LOCATION Hypercity has three stores in Mumbai. It is in Vashi, Thane and Malad. Malad was the first store launched by Hypercity and it is the most profit making store. Within three years it has reached to the breakeven level. 2.1.1 MALAD (Store Area: 1725 sq. ft.) The break-even of Hypercity, Malad has been achieved in May; 2011.It is the biggest store and it is located near Inorbit mall, one of the well known areas of the city. The layout of the store is both grid and free flow arrangement. The customers enter and exit from two entrance. And there is free parking space for the Hypercity customers, whose bill size is above Rs100. There are lot many cash counters for the quick billing and even there are 4 separate cash counters for less than ten item shoppers. Distribution centre is located at the back of the store, where the vendors come and the receiving of the goods is done by the staff. Then the bar coding and storage of the goods is also done there only. Basically Hypercity is into groceries and it also provides apparel as an added advantage to the shoppers at economical range. Pricing is quite economic. Therefore, on the ground floor the grocery items (the food and ready to eat merchandise, bakery and sweet counters); spa, PRESS TO dry clean, enrich salon, Vodafone, and fashion departments are served. Also Café Coffee Day is on the ground floor as well as first floor near the Crossword bookstore. The fashion department is on the ground floor just next to the second entrance so that customers can go for impulsive buying of the fashion merchandise. The focal point for fashion department was created at centre of the stairs to the first floor where the small display was created through display of merchandise on mannequins. The women‟s wear displayed near the second entrance of the store. The brand signage were not present, as it is the company‟s policy that the signage‟s makes the store looks clutter and is loud communication. However, the new monsoon offer signage‟s for the Hyper Deals were placed at regular intervals. The major fixtures used were nesting tables, gondolas, bins, pegs, shelves etc.
National Institute of Fashion Technology, Gandhinagar
Page 27
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
On the first floor majorly electronics, home furnishing, stationary items, Crossword book store, toys, sports utility and Furtados music are present. As these items are not impulsive, therefore Café Coffee Day is also there. that a customer may get aware of these offerings also at Hypercity.
2.1.2 VASHI (Store Area: 1232 sq. ft.) Hypercity in Vashi is located in the Inorbit Mall, both being owned by K RAHEJA GROUP. Vashi store has more no. of SKU‟s than Malad store. , but has less shelf and floor space as compared to Malad store. The store follows a grid arrangement and in the fashion and electronics section it is the combination of both grid and free flow arrangement of the store. The store is at the lower ground level and the first floor, the lower ground level stocks the food
and ready to eat merchandise, has the bakery and the personal care sections. The first floor has the fashion and accessories, toys and electronics sections.
The entry to the lower ground level was through the parking lot, the other entry was from the lift inside the store from the ground floor and the elevators. The cash-counters were both at the ground and the first floor. The CSD was at the first floor. Since it is the monsoon, the signage‟s such as the hyper pouring deals, especially made were placed on the rain gear which included the rain coats, umbrellas and the bags were placed on a particular wall next to CSD, on the right of the entrance which was on the . The rain footwear were not displayed on the particular shelf and even on the rain footwear, the signage of hyper pouring deal was not put on the rain footwear i.e. the footwear especially designed for the monsoon season. The stock on the display was bifurcated as per the brands and then again size-wise. The electronic section was bifurcated and displayed as per the category i.e. mobiles, television, camera etc. There was no fast checkout (checkout for less than 10 items) as in the Malad store. The major fixtures used were shelves, pegs, bins, and nesting table. Vashi store does not offer other services like PRESS TO dry cleaners, CCD, spa, salon etc.
2.1.3 THANE (Store Area: 935 sq. ft.) The store follows a grid form of arrangement. The store is single storey with all the departments are on a single storey. The store was located on the main road itself, thus ensured high visibility. The fashion department was situated on the right side of the entrance. Thus the customer flow was more towards the fashion section the fashion section is on the right side of the entrance.
National Institute of Fashion Technology, Gandhinagar
Page 28
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Fashion section starts with the men‟s wear department followed by footwear, ladies wear and children wear. Wall portals, Pegs and Gondolas were the main fixtures used in fashion department. The big sale was started in only for the Thane store, and that too was for fashion department only. The discount offered were 30%, 50% and 70%. Proper tagging on the discounted items was done, on the merchandise of spring summer 2013. The Thane store has the minimum footfalls when compared to the Malad and the Vashi store. Thane store does not offer other services like PRESS TO dry cleaners, CCD, spa, salon etc.
2.1.4 GRADING OF STORE Company grade the store according to the area A is graded to the store with the area of 10,000 Sq feet in fashion department and this store will have everything for e.g. Malad and Vashi store. B is graded to the store with the area of 6000-7000 Sq feet in fashion department for e.g. Bangalore, Ahmedabad and Hyderabad store. C is graded to the store with the area of 4000 or less Sq feet in fashion department for e.g. Ahmedabad, Bhopal, Ludhiana, Amritsar and Jaipur & Thane. Generally the merchandise kept here is of low price.
2.1.5 COMPARISION BETWEEN MALAD, VASHI AND THANE STORE Table: 1 Table showing the comparison of Hypercity mall in Mumbai KEY POINTS MALAD VASHI STORE STORE MORE MORE SKU’S MORE MORE STYLE OPTION MORE LESS AREA OTHER FACILITIES e.g. THEY HAVE THEY DON‟T HAVE saloon, spa LESS LESS STAFF ASSISTANCE LESS PROPER MERCHANDISE DISPLAY DISPLAY DISPLAY(Less than Thane)
THANE STORE LESS LESS LESS THEY DON‟T HAVE VERY LESS PROPER DISPLAY
National Institute of Fashion Technology, Gandhinagar
Page 29
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
2.2 FUNCTIONING OF VARIOUS DEPARTMENTS Exhibit 2: Hierarchy of various departments in hypercity (operation) GENERAL MANAGER
DEPUTY GENERAL MANAGER
STORE OPERATION MANAGER
SERVICE MANAGER
TEAM LEADER
ASSOCIATES
2.2.1 VISUAL MERCHANDISING Procedure Visual merchandising team at the Hypercity head office comprises of 4 members who plan the store VM on monthly basis, based on themes or special promotions. Yearly budget given to the VM department, is further broken down to monthly budgets, after allocating major budget to the special occasions like Diwali and Christmas i.e. the approx. ratio is 1:3. For these special occasions planning is done 3 months in advance, while for normal themes just 1 month prior planning is done. Coral draw and Photoshop are the major software‟s used by the VM department. VM department has to coordinate with the store design team as well as the project operation team. For planning the store VM, VM calendar and Docket is prepared, dockets provides with the rough idea, that how will the store look like. These dockets are further sent to the
National Institute of Fashion Technology, Gandhinagar
Page 30
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
stores for execution at the store. The dockets include pictures and the instructions for the execution. Visual merchandising team at the store participates in ideation as well as in execution. Monthly award is given to the VM team at operations, who wins the STORE OF THE MONTH. It is a kind of motivation for the team to execute the display in the best possible way to compete with the other stores. The award may be a certificate, price money or a trophy. To check effectiveness they track the sells if the sell of a particular product is less, than they change the display of the product by keeping it on focal points or by highlighting it in a different manner and then again sells tracking is done to check its effectiveness, if still the performance is low it means the product is not in demand and is removed slowly from the floor so that it can make way for new merchandise and this merchandise is again displayed during sale at discounted rates.
2.2.2 MARKETING DEPARTMENT The marketing department is responsible for carrying out the various promotional activities that take place inside the store and outside the store. The marketing team works on an annual calendar which is known as the marketing calendar. The marketing calendar mentions the months along with the respective event that is scheduled in that particular month. The marketing calendar helps in better planning and organization of the scheduled events.The major promotion tools use by the marketing department is the leaflets, the standies, the danglers, the signages, the in-store announcements, the newspaper, posters etc. The promotions and the amount that can be spent on the promotions is dependent on the budget that is allocated for a particular season. Usually the budget allocated in Hypercity is based on the sales of the store. Generally the budget is 1.3% of the sales. The promotions that take place outside the store include the newspapers inserts and the catalogues. The catalogue is prepared on 1st Saturday of every month. Although there are a little variation as during the Diwali festival, a 4-page catalogue is prepared which showcases the ethnic wear more when it comes to fashion. Similarly the winter wear is given more importance in the catalogue when its Christmas festival. The newspaper inserts can be half page as well as full page. The catalogue is prepared by the marketing team which mentions the hyper savers which mentions the original price of particular merchandise and the price at which the merchandise is available in the Hypercity stores. The outdoor promotions also include the posters in the societies in the primary area of the store. The marketing team undertakes the competition analysis on a monthly basis. The competition analysis is done by the means of benchmarking a store. The competitors that are visited monthly National Institute of Fashion Technology, Gandhinagar Page 31
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
by the marketing department are Star bazaar, Big Bazaar, More etc. The competition analysis is undertaken once a month for each category in Hypercity. The another major task of the marketing department is the campaigns that are organised by them such as HyperWednesday for great deals on the food and the grocery section, HyperFriday Blockbuster for the cheapest prices on furniture and electronics. To make the customers aware of the campaigns and the promotions that are organised by the marketing department, other than the promotional tools used by them, they also undertake an SMS blast to 1, 60, 000 discovery club members. The effectiveness of the marketing department is measured by the increase in the number of the footfalls in a particular store and on the chain-level i.e. across all the stores of Hypercity. The target footfalls are set by the central merchandisers depending upon the target sales to be achieved and the event that is organized. 2.2.3 HUMAN RESOURCE DEPARTMENT
The HR department at Hypercity is headed by Mr. Siddharthan. The main purpose of this department is to recruit, train the employees, handle their grievances, recruit and plan and manage the events.
Human resource department follow two calendars in a year i.e. Training Calendar: It includes the various training to be undertaken during the year. This is made for every financial year. Payroll Calendar: It includes the pay packages to be given to the employees. Recruitment policy: The Company have budgeted plan for various positions. During the season opening the human resource department knows how many positions are vacant and the estimated budget for the same. According to these calculations the department recruits candidates. And during the year if any employee leaves the company recruit is done for the same. Process for recruiting: The human resource department has access to various websites as well as the department also takes services of consultancy. At the beginning of the year, budgeted plan for the various positions is prepared for every department. Total number of vacancies in each department is calculated. Then the budget for the vacant position is calculated for each department. The job openings are communicated on internet as well as to the existing employees, for the references. Page 32
National Institute of Fashion Technology, Gandhinagar
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Even the consultancies like naukri.com are referred for the recruitment. For college recruitments various colleges (ITM, Indra, Balaji) are visited by a team of Hypercity for the interview. The CV‟s are shortlisted on website and the planned date for the interview is communicated to the respective candidate. The interview panel consists of one member of HR team and other 3-4 members of the concerned department. In-depth interview is conducted regarding the qualification and expectation of the employee. The potential employees are shortlisted. Confirmation letter is sent to the selected candidates along with CTC details. If the positive acceptance letter is received from the candidate, the date of joining is decided on mutual basis. At the front-end, store level HR department consists of 1 HR manager and 1 HR payroll manager.
Welfare activities planned during the year: The Company organizes birthday celebrations of employees. During festive season the company has various competitions organized i.e. During Diwali days the company have traditional day During Christmas the company has Christmas tree decoration competition. Annual party is also organized during the year. The companies have a Welfare team where one person of H.R. co-ordinates the activities but the members of the welfare team is the employee of various departments who are interested in planning such type of activities. Corporate social responsibility: These activities are done store wise. Some activities which are planned during the year are: Visit of school kids on floor and getting information about the store. Along with this many competitions are also organised on floor for them. Orphanage visits are scheduled for employees where they can voluntary contribute money or other essential things. Go-green campaign was also organised for the employees. Additional facility given to the employees: Medical insurance are the facilities which are given to the employees. Website’s referred: They basically refer naukri.com Colleges visited most often: ISBM BALAJI National Institute of Fashion Technology, Gandhinagar Page 33
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
INDIRA ITM
Employee retention: Personal contact is maintained with the employee who leaves and if he wants to join again he is most welcome. When there are job openings first preference is given to these employees who want to come back. Listening program: In this program employees of a particular department will sit. Here employees will be free to discuss any problems as well as they can give any suggestions which are valuable to the company. Here in this program employees are divided into slots and their immediate heads are not allowed, this helps them to speak their problem easily without any hesitation. This program has already been implemented on floor and will start soon for back end. Grievances solved: For solving this type of problems company have “OPEN DOOR POLICY”. It means if any employee has any problem they can directly go to the head H.R and can discuss their problems. Than H.R will try to solve problem and this is how they solve grievances.
2.2.4 The operations team works in coordination with the buying & merchandising team i.e. everything is implemented, what is being provided by the merchandising and buying team. The operation team operates in two shifts i.e. morning and afternoon shift: Morning shift (9am-6pm) Afternoon shift (1:30pm- 10:30 pm) Various roles and responsibilities of the Operation team as follow: Business Operations 1. HR Management: the HR management includes the staffing of the associates and their welfare. 2. Operating POS: The software used by the operations team is WinDSS supplied by JDA. 3. Marketing at the store level: It is mandatory for every Hypercity to do at least two marketing activities, monthly. Some of the common marketing strategies done at the store level are: Painting competitions, Tree plantation etc. When the need arises, then only the consumer surveys are done at Hypercity. 4. Display: VM (Visual merchandising): The dockets that are provided by the VM team at the head office are implemented at the store level by the Visual Merchandiser at the store. The docket includes the shelf tickets, shelf no., the height, breadth and length of the shelves, with their proper locations. Apart from the visual merchandiser the associates also assist the visual merchandiser and ensure the display is proper before the store opens for the customers. 5. Social services at front end:
National Institute of Fashion Technology, Gandhinagar
Page 34
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Hypercity has a tie up with an NGO (PREM SADAN) an orphanage, which is visited half yearly and clothes and cash are donated to the children at the orphanage. There is a church near Hypercity, Malad where the stationary items are donated to the children. Open school- Some associates visits the school on every Saturday and teach the poor people and children of the school.
6. Cash Handling 7. Solving Customer queries through CSD’s Inventory Management Store Replenishment- The stock is checked every day in the morning, the size sets that are broken are replenished with the sizes missing. Thus the associates at the front end ensure that all the sizes are present on the floor so that it becomes easy for the customer to browse and purchase the merchandise. Stock take- The stock take refers to the matching of the physical inventory on the store and the inventory as per the system. The procedure is termed as PICS i.e. Perpetual Inventory Count System, where the inventory at the store is scanned physically and then the inventory is matched to the inventory as per the system. Any shortages or pilferages, if any are then reported to the higher authorities. Although 1% pilferage of the sale is allowed in each store, any pilferage which is above than that is reported to the higher management. The PICS system is generally carried out on the basis of the category. For e.g. the merchandise that is expensive such as mobile phones, electronics is counted on a monthly basis. For fashion and accessories, the PICS are done on a quarterly basis. Returnable gate pass (RGP) and Non returnable gate pass (NRGP): RGP- Any product that goes to the Head Office for the photo shoots, then a receipt is prepared on the name of the merchandiser of the product category for the product reference and inventory management record. Returnable Gate Pass is applicable when the sent merchandise is to be returned back to the store. NRGP-When the merchandise is sent out of the store for the special purpose of donation or when the merchandise gets damaged, NRGP receipt is prepared, to keep the record of the merchandise sent.
Exhibit 4: Organizational structure of the front end National Institute of Fashion Technology, Gandhinagar Page 35
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
General Manager
Deputy General Manager
General Merchandising Manager Store Operation Manager Service Manager Visual Manager Food Merchandiser
Team Leader
Associates
Associates 2.2.5 BUYING AND MERCHANDISING DEPARTMENT The buying and merchandising is responsible for controlling and regulating the merchandise at the floor. The buyers selects and finalize the styles, colors and fabrics on basis of the fashion forecast and prevailing demand, while the merchandiser controls the number of quantity to be ordered, according to the demand and potential of each store. At Hypercity the buying and merchandising team has a large number of divisions such as food, electronics, fashion, home furnishing, and general merchandise.
Exhibit 5: Fashion merchandising department is further sub-divided into various categories:
National Institute of Fashion Technology, Gandhinagar
Page 36
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Fashion & Accessories department Women's wear Casual Ethnic The private labels of fashion department at Hypercity are: • • • • • River Inc. City Life Joojoobs City sense Daily diamonds Men' s wear Footwear Kid's wear
Exhibit 6: Organizational Chart of Fashion Department in Hypercity
National Institute of Fashion Technology, Gandhinagar
Page 37
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
MARK ASHMAN CEO MR. ASHUTOSH CHAKRADEO Head-Buying And Merchandising MR. JAYAKER SHETTIGAR Vice presidentfashion department MS.ANJALI Category manager Women’s wear
MR. SANJEEV BHATT Category Manager Footwear & accessories MR. SHARAD MOHINDROO Buyer Footwear MS. SHUBHANGI Buyerfootwear
Mr. PANKAJ SINGH Category manager Men’s wear
MS. KALPANA TAMBE Category Manager Kids wear
MS. KAMYA KUMAR Designer
WESTERN
ETNIC
MS.AALOPI
MR. GAURAV Ass. Buyermen’s wear
MS.POOJ A traderkids wear MR. SUMIT TraderWomen Western wear
MS . JAYA Buyer – Kids wear
MS. NEHA Buyerwomen’s wear
MS. PREETI Buyerwomen’s wear
MR.ARJUN Tradermen’s wear
MS. POOJA TraderKids wear
MR. ARJUN Traderwomen’s wear
MS.SALO NI JAIN Traderwomen’s wear
2.2.6 BUSINESS MODELS Out right: It means when you purchase whole merchandise SOR (SALE OR RETURN): It means whatever sell, sells and the rest is returned back to the vendor here vendor is also fully involved in selling the merchandise. He takes care for installing fixtures. National Institute of Fashion Technology, Gandhinagar Page 38
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Consignment: When goods are delivered to another company with the understanding that payment for the goods is only made once the goods are sold.
CHAPTER 3 Vendor evaluation and new store opening
National Institute of Fashion Technology, Gandhinagar Page 39
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
3.1VENDOR EVALUATION form Vendor evaluation is a term used in business and refers to the process of evaluating and approving potential suppliers by quantitative assessment. The purpose of vendor evaluation is to ensure a portfolio of best in class suppliers is available for use. Supplier evaluation is also a process applied to current suppliers in order to measure and monitor their performance for the purposes of reducing costs, mitigating risk and driving continuous improvement Vendor evaluation is a continual process within purchasing departments and forms part of the pre-qualification step within the purchasing process; although in many organizations it includes the participation and input of other departments and stakeholders. The processes often take the form of either a questionnaire or interview, sometimes even a site visit, and include appraisals of various aspects of the supplier's business including capacity, financials, quality assurance, organizational structure and processes and performance. Based on the information obtained via the evaluation, a vendor is scored and either approved or not approved as one from whom to procure materials or services.
National Institute of Fashion Technology, Gandhinagar
Page 40
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
VENDOR INFORMATION SHEET:
SUPPLIER NAME: ADDRESS: SUPPLIER CONTACT NAME: SUPPLIER CONTACT POSITION: SUPPLIER CONTACT NO.: EMAIL ID: PRODUCTION CAPACITY/ MONTH: PRODUCT RANGE: MACHINERY DETAILS:
SPECIAL MACHINERY DETAILS:
VENDOR OVERALL EVALUATION CRITERIAS:
CRITERIAS: SUPPLIER UNDERSTANDS PRODUCT SPECIFICATION: SUPPLIER UNDERSTANDS THE INSPECTION REQUIREMENTS: SUPPLIER HAS PROCESS CAPABILITY TO ACHIEVE SPECIAL SPECIFICATION REQUIRED: SUPPLIER HAS EXPERIENCED MANPOWER TO CARRY OUT THE JOB WORK: SUPPLIER HAS NEGOTIABLE PRICE OFFERINGS: SUPPLIER IS INCLINED TOWARDS TIMELY DELIVERY: SUPPLIER HAS ADEQUATE QUALITY CHECKS: SUPPLIER HAS RELIABLE SOURCING OPTIONS: SUPPLIER HAS A REPAIR/REWORK SYSTEM: SUPPLIER HAS A POSITIVE ATTITUDE TOWARDS THE RETAIL COMPANY: LEVEL OF ASSOCIATION WITH EMPLOYEES: REPORT APPROVED BY: NAME: SIGNATURE: DATE: TIME: ASSESSMENT COMPLETED BY: NAME: SIGNATURE: DATE: TIME: SCORE(1-POOR, 2-AVERAGE, 3-GOOD, 4-VERY GOOD, 5-EXCELLENT
National Institute of Fashion Technology, Gandhinagar
Page 41
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
HYPER CITY RETAIL INDIA LTD
VENDOR EVALUATION FORM (Fashion-- Footwear)
NO ITEM DOCUMENTATION REQUIRED OBSERVATION/NOTES
SCORE
SUGGESTIONS
1
Quality System
ISO 9001 certification Audit system
2
Factory Store
Grading & test report of Leather in use Fabric inspection report Tanning agents and dyes report Declaration of raw materials used and RSL FPT (Fabric Processing Test) Washing standards (in case of washing program) Inventory management system
3
Accessories Store
Main label quality checking Button & Sewing thread checking Packing & Packaging material checking
4
Cutting Section
No. of cutting tables QC Cut Bundled & issued reports Proper marker system for each style
5
Sewing Section
Machine type No. of operators for QC No. of operators per supervisor Measurement checking reports Availability of mocks
6
Logistics Section
Delivery tracking system Integrated system for tracking customer requirements and showroom stock System to validate contents, labels and their quantities already shipped
7
Price
Pricing Negotiable terms Discounts/ Sales
8
Management Assesment
Level Of Professionalism Organizational structure Average Work Experience of Management Educational Qualfication
Excellent /High/ Medium /Low Defined/ Ambiguous / None > 15 yrs / 10-15 yrs / 5-10yrs / <5 yrs Graduate / 10+2 / 10th / No education
9
Order Processing Assesment
Sr. No. Avg order size lead time taken ideal lead time loss in time efficiency Cleanliness/ Housekeeping Lighting Safety Machines Maintenance Personnel Facilities Excellent/Good/ Average/ Poor Excellent/Good/ Average/ Poor Excellent/Good/ Average/ Poor Predictive /Preventive / Breakdown / Random Excellent/Good/ Average/ Poor
10
General Condition Assesment
SCORE :1 - POOR 2 -AVERAGE 3 -GOOD 4 - VERY GOOD 5- EXCELLENT
National Institute of Fashion Technology, Gandhinagar
Page 42
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
CHAPTER 4
COMPETITION MAPPING AND CONSUMER SURVEY ON ASSORTMENT MIX 4.1 COMPETITION ANALYSIS It‟s very important for a company to study their competitors in order to grow. It‟s necessary to know what their competitors are doing, what are their strategies, what type of merchandise they are offering and accordingly they can plan their strategies. Hypercity major competitors are: Reliance trends (Reliance) Big Bazaar (Future Group) Star Bazaar (TATA Group) Max (Landmark Group)
Five major factors were taken into consideration for competition mapping i.e. KVI‟S BRANDS CUSTOMER PROFILE PRICE ARCHITECTURE PROMOTIONS
To understand the competitors better in terms of merchandise mix , their KVI‟s, pricing, format characteristics, average areas of the stores etc, a visit was made to all the competitor‟s in order to make the comparison.
National Institute of Fashion Technology, Gandhinagar
Page 43
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
4.1.1 KVI’S KVI‟S are key value items. Any product which sells well throughout the seaso n becomes the KVI of the company. These products are purchased in bulk and price plays an important role in this. Table 6: Table showing KVI’s in Hypercity and its competitors
HyperCity Reliance Trends Rs499-1599 Max Rs 399699 Rs 349 for two Rs 6991099 -------Rs 399 -------Rs 599 -------Rs 549649 Rs 399 Star Bazaar Big Bazaar
Sr No
KVI's
1
Tops/tunics
Rs 299-499
Rs.399 3 for Rs 399, 349399
Rs.399 2 3 4 5 6 7 Basic tees Basic denim Colored denim Shorts Rayon pants Denim shorts Heram pants Rs 199 Rs 10001600 Rs 10991199 Rs 149349 Rs 599 Rs 799 Rs 549 Rs 399 Rs 699 199-
Rs 129-149
Rs. 799-1899 ------Rs.499-599 --------Rs. 599-799 ------Rs.499-799
Rs 399-799 Rs 699 Rs 349 --------------Rs 299 ------------Rs 299499 Rs 329499 Rs 329 Rs Rs 7991299 -----Rs 499 ----------Rs.149299 ------
8
tracks
299-
Rs.499-1599
Rs 229-599
9
kurti
Rs.399 10 11 leggings Salwar & dupatta Salwar- kameez/ leggings(set) 12 13 14 Ready to stitch dress material Patiyala & dupatta set Sarees Rs 399 Rs 249 --------Rs 8992100 Rs 599 Rs 399 Starting from Rs 149 Rs 449 Rs.499 Rs. 899-2999 -------------------------Rs.399onwards Rs 399-799
Rs 399 ------Rs 17991699 -------Rs 799 ---------------Rs 399599
Rs 199-249 Rs 399 Rs 699-799 Rs 399-549 ----------------Rs 399 onwards Rs 349
15 16
Briefs & ugs Night wear
National Institute of Fashion Technology, Gandhinagar
Page 44
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
4.1.2 BRANDS In men‟s wear Reliance trends offer maximum number of brands followed by Max and Star Bazaar while Big Bazaar offers least number of brands. Here though the competition from the brands offered by competitors is a threat but at the same time it shows that share of private label is more than majority of the competitors.
4.1.3 CUSTOMER PROFILE Customer profile of Max, Hypercity and Reliance trends is almost same i.e. they cater to the middle class and higher class income people while Star Bazaar and Big Bazaar caters to the middle and lower segment. Table 10: Table showing Customer Profile in Hypercity and its competitors Reliance Trends X X Star Bazaar
Hyper City Customers A B+ B X X
Max X X
Big Bazaar
X X
X X
National Institute of Fashion Technology, Gandhinagar
Page 45
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
4.1.4 PRICE ARCHITECTURE Price is an important factor in competition analysis. It‟s important for business to know what the price points are offered by the competitors and to set the pricing strategy accordingly. In the price architecture price range from highest to the lowest are taken into consideration. Star Bazaar starting price points are low whereas the highest price range is of reliance trends as compared with the other competitors. (REFER: ANNEXURE-1) 4.1.5 PROMOTIONS It‟s important to know the promotion schemes of competitors. Following were the offers during May/June Table 11: Table showing the Promotion activity in Hypercity and its competitors
Brands Time
Hypercity Club Card, B1G1, B2G1, B3G2, B1G 50% off on 2nd , Shop for 1500 and get a Hypercity discovery club card worth Rs.100, 50% season sale
Reliance Trend
Max Retail
FBB
Star Bazaar
Buy merchandise worth Rs.2499and get a voucher worth Rs.2000 redeemable within 1 month on the purchase of Rs.4000 or more, Shop for 1947 and get clothes worth Rs. 1947 free valid only on 15th August.
a gift voucher of Rs. 200 on the purchase of Rs. 1999 or above, B 2 for 399
Get
Buy merchandise worth Rs.1000 and get a coupon worth Rs.100 free for the next shopping valid for 1 month
Shop and earn points on every purchase Rs 200= 1 point. 15% discount on selected Tshirts, fashion denims, rainwear, shirt. 20% off on premium trouser worth Rs 799, 1050% off on selected footwear
National Institute of Fashion Technology, Gandhinagar
Page 46
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
4.1.6 OVERALL COMPARISON OF HYPERCITY WITH THE OTHER COMPETITORS
Table 12: Table showing overall comparison of Hypercity with its competitors
Reliance Trend Hypermarket Departmental store 20-45 years, 20-45 years, A+,B+ Middle income group
Hypercity Format Target Market
Max Retail Departmental store 20-35 years, Upper middle class High pricing
FBB Department store 20-45 years, middle income group Low pricing
Star Bazaar Hypermarket 20-38 years, Household wives Low princing
Pricing Range Income group
Average
High pricing
Middle upper income group Good Medium
and Middle income group
Middle income group
Middle and Middle and low income low income group) group)
Quality Brand mix Product range
Good High Fashion: Men‟s wearFormal & Casual Womens wear- casual, Formal and ethnic Kidswear, Accessories and footwear Average
Best High Fashion: Men‟s wearFormal & Casual Womens wear- casual, Formal and ethnic Kidswear, Accessories and footwear Average
Average Medium Fashion: Men‟s wearFormal & Casual Womens wear- casual, Formal and ethnic, Accessories and footwear
Average low Food and Grocery, General Merchandise, Fashion and accessories
Food and Grocery, General Merchandise, Electronic, Home furnishing, Fashion and accessories
Promotion strategies
strong
Weak
strong
% Mix Of 85% PL and Wide Variety Dominated by Dominated Branded PL by PL 15% Brnads Of Private Merchandise Label and in Fashion Brands
Dominated by PL
National Institute of Fashion Technology, Gandhinagar
Page 47
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
4.1.7 PERPETUAL MAPPING Exhibit 13: Perpetual Mapping of Hypercity with its competitors
4.1.8 SWOT ANALYSIS STRENGTHS Basic merchandise available at reasonable rates A vast variety of stuff available under one roof Large number of footfalls It offers a family shopping experience, where entire family can visit together. Available facilities such as saloon, dry cleaning, Café coffee day etc.
WEAKNESS Lack of brand awareness among customers Reach of the store is less geographically Low brand recall among the customers is less Very less out house brands in women‟s wear Page 48
National Institute of Fashion Technology, Gandhinagar
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Since Hypercity sells product across many sectors such as food, clothing, electronics etc it may not have flexibility of some of its more focused.
OPPORTUNITY
A lot of scope in Indian organized retail as it stands at approximately 4%. Increasing mall culture in India More people these days prefer to visit big stores where they can find large variety under one roof. Private labels give more margin than brands.
THREATS
Competition from other value retail chains such as STAR BAZAAR, RELIANCE TRENDS and BIG BAZAAR Unorganized retail also appears to be a threat to Hypercity business. A large population still prefers to visit local convenient stores for daily purchases Variety of competition nationally, regionally and locally Substitute products more easily available because of intense competition
4.2 CONSUMER SURVEY ON COMPARATIVE ANALYSIS OF WOMEN’S WEAR ASSORTMENT MIX OF HYPERCITY AND IDENTIFY THE GAP 4.2.1 RESEARCH OBJECTIVE • • • To study the customer buying behavior at HyperCity stores for Women‟s wear Category. To identify the consumer preferences for women‟s wear offered at hypercity. To identify the gap of Merchandise offered in the store in women‟s wear Category.
National Institute of Fashion Technology, Gandhinagar
Page 49
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
4.2.2 RESEARCH METHODOLOGY Exhibit 14: Research Methodology
• EXPLORATORY • QUALITATIVE
RESEARCH DESIGN
RESEARCH TYPE
CONCLUSION DRAWN • BY STATISTICAL ANALYSIS
DATA COLLECTION • PRIMARY • SECONDARY
Research design- The research is exploratory in nature Research type- The research is qualitative Data Collected- The data is collected with the help of Questionnaire and also observation technique has been used for Primary collecting data and Internet, Website, Executive and Past reports(Secondary) Conclusion drawn- The conclusions are drawn with the help of statistical analysis
4.2.3 DATA COLLECTION FROM PRIMARY SOURCES
To track the consumption pattern and Preference of the Women‟s wear in Hyper city in general, a questionnaire based survey was conducted A visit to competitors in order to find out the Gap in Assortment mix of Men‟s wear in Hyper city
National Institute of Fashion Technology, Gandhinagar
Page 50
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Table 13: Table showing Information about data collection from primary source
PRIMARY DATA Sampling Method: Convenience Sampling (Random Sampling) Sample Size: 100 Customers Instrument: Questionnaire Visit to the stores: Hyper city & Competitors No. Of Competitors: 4 City: Mumbai
4.2.4 DATA COLLECTION FROM SECONDARY SOURCES For providing a proper form to the report and an authentic base to the research study, data was also collected from the secondary sources. Secondary data collected is based on external resources like Exhibit 15: Data collection from secondary source
staff member of hypercity
store person of hypercity
internet and past projects
4.2.5 NATURE AND SCOPE OF RESEARCH NATURE The report discusses what are the features and the characteristics which drive the customer to purchase from Women‟s wear in Hypercity and how far they are satisfied with the variety and option in Women‟s wear. The consumers were asked to fill a questionnaire that would analyze: • What clothes do you like in women’s apparel offered at hypercity? • What influence you to buy women’s apparel?
• Rate the characteristics for Women’s wear on the scale of 1 to 5 where “1” being most preferred and “5” least preferred.
National Institute of Fashion Technology, Gandhinagar
Page 51
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
• • • • Where do you do MOST of your clothes shopping? Which brand you prefer offered at hypercity? In western range what attribute is preferred most? In ethnic range what attribute is preferred most?
SCOPE OF RESEARCH The research was limited only to the mumbai city only and only for eight weeks therefore there is a scope to cover other cities with the more time duration 4.2.6 QUESTIONNAIRE (REFER: ANNEXURE-2) 4.2.7 ANALYSIS
Q.1. HOW OFTEN DO YOU VISIT APPAREL FROM HYPERCITY? Response count in Response count % 26% 25 33% 31% 11% 32 30 11
More than once a month once a months once in three months once in six months
From the given data it is noted that the loyal customer usually visit the store once a month (REFER: ANNEXURE-3)
Q.2. HOW OFTEN DO YOU BUY WOMEN’S APPAREL FROM
HYPERCITY?
More than once a month once a months once in three months once in six months
Response count in Response count % 9% 9 24% 31% 36% 23 35 30
From the Given Data it is noted that the loyal customer usually visits the store once a month (REFER: ANNEXURE-4)
National Institute of Fashion Technology, Gandhinagar
Page 52
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Q.3 What clothes do you like in women’s apparel offered at hypercity ? Response count in Response count % 10% 20 17% 25% 19% 14% 6% 9% 33 49 37 27 12 17
Denim Top Kurti T-shirts Leggings Tracks Night wear
Majority customer (25%) like or prefer to buy kurti i.e. ethic wear offered at hypercity. (REFER: ANNEXURE-5)
Q.4. What influence you to buy women’s apparel? Response count in Response count % 30% 51 4% 8% 35% 10% 13% 7 14 59 17 22
Need Celebrities Peer Trends Ads Any other
Majority of the respondent i.e. 35% get influenced by the changing trends and the other factor which influences the purchase of women‟s wear after trend is the need. (REFER: ANNEXURE6) Q.4. Rate the characteristics for Women’s wear on the scale of 1 to 5 where “1” being most preferred and
“5” least preferred
most of the customer believe that quality is the characteristic which is preferred most and then the style (REFER: ANNEXURE-7)
Q.5. Where do you do MOST of your clothes shopping Response count in Response count %
National Institute of Fashion Technology, Gandhinagar
Page 53
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Department stores (eg: shopperstop, lifestyle etc) Discount stores ( mega mart,loot mart, brand factory) Small specialty shops ( kazo, Online Other Don‟t know
28% 24% 25% 15% 6% 2%
48 42 43 25 10 4
Maximum number of respondent (28%) says that they shop mostly from departmental stores to make it clearer an example was also given (REFER: ANNEXURE-8)
Q.6. Which brand you prefer offered at hypercity? Response count in Response count % 15% 23 36% 31% 18% 57 48 29
Kraus City life Riverrinc Intigritygals
Majority of the customers(36%) prefers or like CITYLIFE brand which is the only brand in ethnic wear so as from the response it can be said that customer are more inclined towards the ethnic wear category in women‟s wear. (REFER: ANNEXURE-9)
Q.7. In western range what attribute is preferred most? Response count in Response count % 14% 23 20% 32
Colour Fit
National Institute of Fashion Technology, Gandhinagar
Page 54
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Style Quality Price
36% 22% 8%
58 36 13
Customer prefers STYLE as the most important attribute while purchasing the western wear as per the response. (REFER: ANNEXURE-10)
Q.8. In ethnic range what attribute is preferred most? Response count in Response count % 25% 21 20% 28% 17% 10% 42 52 31 20
Colour Fit Style Quality Price
• • •
Even in the ethnic wear category most of the respondents prefer style as the most important attribute Majority of office goers falling between the age group of 25-40 years preferred Reliance Trend for multiple brands and option of choice Price Sensitive and Retired customer preferred FBB
Youths & Students choose MAX Retail because of its option in colors, Current Trends, Variety etc at affordable price. (REFER: ANNEXURE-11) Q.9 where do you think hypercity need to improve?
most common problems and issues that people wants hypercity need to improve are:
• • • •
Non availability of smaller size. People wants to see more brands in both western and ethnic category Lack of staff Variety in western wear
Personal details
Age Response count Response count in %
National Institute of Fashion Technology, Gandhinagar
Page 55
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
15-20 20-25 25-30 30-35 35-40 40 and above
7% 26% 45% 13% 8% 1%
7 25 44 13 7 1
Majority of the customers falls between the age group of 20-25. (REFER: ANNEXURE-12)
Occupation Response count Response count in % 12% 15 31% 20% 36% 30 20 40
Student Business Service Housewife
Majority of the respondents are HOUSE WIFE followed by service class and business class. (REFER: ANNEXURE-13)
4.2.8 FINDINGS
Most of the customers , who visit Hyper city are in the age group of 25-30 years , therefore they do not like to compromise on the quality Majority of the customers come for shopping for apparel once in 3 months Customer whose age is 25 and above are the actual target consumer As after housewives majority of the customers belong to service class they need proper formals to be worn in office, hence they demand more brands in Formal wear from the survey it was found that 31% of customer are from service sector which demands formals where, as at hypercity formal wear for women is unavailable hence it would be recommended to add formals wear on women’s wear collection There is a demand for s and medium size in women’s ethnic.
National Institute of Fashion Technology, Gandhinagar
Page 56
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Better display of products through visual merchandising is very necessary to attract the consumer’s attention Most of the customers , who visit Hyper city are in the age group of 25-30 years , therefore they do not like to compromise on the quality Majority of the customers come for shopping for apparel once in 3 months Customer whose age is 25 and above are the actual target consumer As after housewives majority of the customers belong to service class they need proper formals to be worn in office, hence they demand more brands in Formal wear from the survey it was found that 31% of customer are from service sector which demands formals where, as at hypercity formal wear for women is unavailable hence it would be recommended to add formals wear on women’s wear collection There is a demand for s and medium size in women’s ethnic.
4.2.9 ON THE FLOOR OBSERVATION fashion section at hypercity has more footfalls at afternoon period People ask for the more staff as they cannot find certain merchandise which they are looking for During week days majority of the customers visiting the fashion department are above 38 and are generally accompanied by their spouse.
4.2.10 RECOMMENDATION Women‟s wear lack formal category so it can be commended to include the same as after house wife category maximum respondent belongs to service . Small sizes are not available therefore more small sizes should be stocked. Proper forecast of the upcoming trend should also be done, so that the collection may include the basic styles & color of that particular season. Styles and fits offered by National brands are preferred by the customers, therefore to provide these fits and styles at competitive prices, forecast should be done accordingly. Customer asks for brands in both the major categories as women‟s wear department is dominated by inhouse brands. The customer profiling of Hyper city is A and B+ category, therefore, it may introduce some brands for the A class customers and should start some new attractive promotional strategies for B+ category to boost sale.
National Institute of Fashion Technology, Gandhinagar
Page 57
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Size wise arrangement of merchandise requires less assistance of staff and its easy to find apparel easily. However Hyper city should try to adopt marketing or the promotional activities by getting inspiration from Max And Reliance
Better display of products through visual merchandising is very necessary to attract the consumer’s attention
4.2.11 LIMITATIONS OF THE RESEARCH Research is limited to stores in Mumbai city Time period was only eight weeks Consumer were reluctant to fill the questionnaire
National Institute of Fashion Technology, Gandhinagar
Page 58
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
LEARNING The eight week internship was a great learning experience of actual corporate world It has helped to know about the functioning of various department and there by building platform for knowing the interested field and working in that field It has given overview about how the fashion industry works along with retailing Hypercity is in a hyper market where people mainly come for purchasing grocery items for such type of format managing fashion is a challenging task but at the same time it was found that if you know your consumer well you can easily face this challenge Through this internship it was clear how front end and back end works and co-ordinate with each other‟s Communication plays a very important part in any industry to be successful so there should be proper communication so that message is clear and understood easily In buying profile one needs to have thorough knowledge of the product as well as should have proper knowledge of Industry and competitors. Co-ordination among departments is also an important task Time management and analytical skills are really important as a professional. The ability to work in team is an important aspect for working in corporate world Many small task were assigned during internship which gave knowledge about the various field like During competition mapping visiting different stores and comparing it with Hypercity helped in knowing the strengths and weaknesses of the company. It also helped in knowing the USP (Unique Selling Point) of the company. Consumer survey was done to know the consumer profile and finding the issues as the sale of Women‟s wear is not up to mark. This survey helped in interacting with customers and knowing them better. Over all there was great learning during internship.
National Institute of Fashion Technology, Gandhinagar
Page 59
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
CONCLUSION
The 8 weeks internship was a platform where the theoretical learning was applied to the practical applications.
The internship was a great learning experience and it helped to know the fashion industry in depth. It gave the clear idea about how the activities are carried out, how different department co-ordinate, role of communication and working systematically. Different projects during internship gave clear idea about the different areas like marketing, planning, merchandising and many more. It helped to know how the theories of management were applied practically. This helped to bridge the gap between theoretical and practical knowledge Apart from academic knowledge it also taught about time management, planning in a proper order, team work, analytical skills, communication skills and many. It helped in knowing the working of retailing combined with fashion.
National Institute of Fashion Technology, Gandhinagar
Page 60
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
BIBLIOGRAPHY Internet sites http://www.up.ac.za/saafecs/vol29/north.pdf (1st June 2012, 3:30pm)
http://anzmac2010.org/proceedings/pdf/ANZMAC10Final00377.pdf (1st June2012, 3:30pm) http://www.krepublishers.com/02-Journals/JSS/JSS-16-0-000-000-2008-Web/JSS-16-1-000-0002008-Abst-Text/JSS-16-1-051-08-511-Kotwal (2nd June 2012, 3:30pm) http://www.articlesbase.com/careers-articles/trends-in-fashion-among-the-teenagers1684374.html (2nd June 2012, 3:30pm) http://www.magazine.org/content/files/teenprofile04.pdf (4th June 2012, 3:30pm) http://www.citeman.com/8535-psychographic-characteristics-%E2%80%93-teenagers-buyinghabits/ (4th June 2012, 3:30pm) http://www.technopak.com/Perspective/vol4/Trends%20in%20India's%20Domestic%20Fashion %20market.pdf (4th June 2012, 3:30pm) http://ezinearticles.com/?Are-Teenagers-Really-Spending-Money-Wisely?&id=1900097 June 2012, 3:30pm) http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=3712&Ite mid=76 (9th June 2012, 7pm) (5th
http://www.marketresearch.com/browse.asp?categoryid=1446&g=1 (9th June 2012, 7pm) http://www.media-awareness.ca/english/parents/marketing/issues_teens_marketing.cfm (9th june 2012, 7pm) http://www.indianchild.com/population_of_india.htm (23June 2012, 5:30pm) http://www.unicef.org/infobycountry/india_statistics.html (23June 2012, 5:30pm) http://www.indiastat.com/default.aspx (26 June 2012, 11:30pm) http://www.researchandmarkets.com/reports/356491/spending_power_of_the_teen_consumer_in _the.htm (1st July 2012, 11:30pm) http://www.money-management-works.com/teen-spending.html imp (4th July 2012, 11:30pm) National Institute of Fashion Technology, Gandhinagar Page 61
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
http://www.docstoc.com/docs/2386494/Teenagers-Spending-Money-Statistics (15th July 2012, 11:30pm) http://dspace.iimk.ac.in/bitstream/2259/338/1/463-476.pdf (date 18th July 2012, 3:26pm) http://edissertations.nottingham.ac.uk/1868/1/vicky-edissertaion.pdf 3:26pm) http://www.uwex.edu/ces/cced/downtowns/ltb/lets/LTB0406.pdf (date 18th July 2012, 3:26pm) http://www.nelson.com/business/0176201408/pdf/WOB3.pdf (date 18th July 2012, 3:26pm) http://www.scribd.com/doc/28277064/Changes-in-Consumer-Behaviour-of-India 2012, 12:30 am) http://findarticles.com/p/news-articles/times-of-india-the/mi_8012/is_20060919/teenagersdictate- buying-patterns/ai_n39425156/ (date 1st August 2012, 10:00 pm) (date 1st (date 30 July (date 18th July 2012,
http://www.icmrindia.org/casestudies/catalogue/Business%20Reports/BREP047.htm August 2012, 12:30 am) http://library.thinkquest.org/22586/psycho.htm BOOKS: (2nd August, 11:30pm)
Michael R.Solomon, 2009, “Consumer Behavior”, “New Jersey”: “Pearson Education”, No.8; Schiffman Kanuk , “Consumer Behavior”, 8th Edition. Micheal Levy and Barton Weitz, “Retailing Management” 6th Editions
National Institute of Fashion Technology, Gandhinagar
Page 62
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-2 COMPARATIVE STUDY OF MEN’S WEAR ASSORTMENT MIX OF HYPERCITY
QUESTIONNAIRE I am a student of Fashion Management Programme NIFT, Gandhinagar. I am conducting a survey on consumer preference of Women‟s wear at Hypercity as a part of my internship programme. I would request you to fill this Questionnaire and the information provided by you will be kept confidential and used for academic purpose. 1. How often you visit hypercity? More than once a month once a months once in three months once in six months 2. How often do you buy women’s apparel from hypercity? More than once a month once a months once in three months once in six months 3. What clothes do you like in women’s apparel offered at hypercity? Denim Top Kurti T-shirts Leggings Tracks Night wear 4. What influence you to buy women’s apparel? Need Celebrities Peer Trends Ads Any other 5. Rate the characteristics for Women’s wear on the scale of 1 to 5 where “1” being most preferred and “5” least preferred. Brand quality Promotion price style colour
6. Where do you do MOST of your clothes shopping? Department stores (eg: shopperstop, lifestyle etc)
National Institute of Fashion Technology, Gandhinagar
Page 63
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Discount stores ( mega mart,loot mart, brand factory) Small specialty shops ( kazo, Online Other Don‟t know 7. Which brand you prefer offered at hypercity? Kraus City life Riverrinc Intigritygals 8. In western range what attribute is preferred most? Colour Fit Style Quality Price 9. In ethnic range what attribute is preferred most? Colour Fit Style Quality Price 10. What brands would you like to see at hypercity? Ans.___________________________________________________ 11. Where do you think hypercity need to improve? Ans.____________________________________________________ PERSONAL DETAILS NAME: _________________ AGE 15-20 20-25 25-30 30-35 35-40 40 and above GENDER: Male Female STATUS: Single Married OCCUPATION Student Business Service Housewife
ANNUAL INCOME >5 LAKHS 5-10 LAKHS 11-15 LAKHS 16-20 LAKHS <20 LAKHS
National Institute of Fashion Technology, Gandhinagar
Page 64
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-3
11% 31%
26%
more than once a month
once a month
once in three month once in six months
33%
Annexure-4
31%
9% 24%
more than once in a month once a month once in three months once in six months
36%
National Institute of Fashion Technology, Gandhinagar
Page 65
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-5
night wear tracks leggings t-shirt kurti top denims
0% 5% 10% 15% 20% 25% 30%
Annexure-6
any other advertisement
trends
peers ccelebrity need
0 5 10 15 20 25 30 35 40
National Institute of Fashion Technology, Gandhinagar
Page 66
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-7
colour
style
6 5 4 3 2 1
price
promotion quality brand
0 5 10 15 20 25 30 35 40
45
Annexure-8
don’t know
others
online small speciality shops discount store departmental stores
0 5 10 15 20 25 30
National Institute of Fashion Technology, Gandhinagar
Page 67
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-9
intigritygals
reverinc
citylife
kraus
0 5 10 15 20 25 30 35 40
Annexure-10
price quality style fit colour
0 5 10 15 20 25 30 35 40
National Institute of Fashion Technology, Gandhinagar
Page 68
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-11
price quality style fit colour 0 10 20 30 40
Annexure-12
13
7
2 7 26
15-20 20-25 25-30 30-35 34-40
45
40 and above
National Institute of Fashion Technology, Gandhinagar
Page 69
Summer Internship & Training at Hypercity Retail India Ltd., Mumbai
Annexure-13
36
12 31 20
student
service business house wife
National Institute of Fashion Technology, Gandhinagar
Page 70
