Project on Malls

8/8/2019 Project on Malls

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Acknowledgement

Intellectual alertness, creativity and innovation go side by side in making of a

Manager. In this context, the role of successful execution of the project work cannot be

denied.

On this note, I feel inexpedient to express my profound indebtedness and sincere

thanks to our venerable Prof., for indefatigable co-operation, analytical guidance and

boundless endeavors, which gave me great help and revitalization at every step in

completing my project.I would also like to take this opportunity to convey my respect and special

gratitude towards Mr. (MALL MANAGER) who considered me worthy of doing project

in their esteemed establishment and never failed to satisfy my over-zealous thirst to

obtain information.

I also want to thankI also want to thank Mr.Mr. (ASST. MARKETING MANAGER) and(ASST. MARKETING MANAGER) and Mr.Mr. (Sr.(Sr.

MARKETING EXECUTIVE) for their great support for successful completion of thisMARKETING EXECUTIVE) for their great support for successful completion of this

project.project.

Working on this project has been a great experience. I am thankful to allWorking on this project has been a great experience. I am thankful to all

concerned people who have played active role in the successful completion of thisconcerned people who have played active role in the successful completion of this

project.project.

Date:Date:

Place: Vijay Kumar. OPlace: Vijay Kumar. O

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CONTENTCONTENT

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S.No.S.No. TOPICTOPIC PAGE NUMBERPAGE NUMBER

1.1. INSTITUTE CERTIFICATEINSTITUTE CERTIFICATE

2.2. COMPANY CERTIFICATECOMPANY CERTIFICATE

3.3. ACKNOWLEDGEMENTSACKNOWLEDGEMENTS 11

4.4.ABSTRACT OR EXECUTIVEABSTRACT OR EXECUTIVE

SUMMARYSUMMARY

33

5.5.

INTRODUCTION TO THE TOPIC ANDINTRODUCTION TO THE TOPIC AND

REASONS FOR SELECTING THEREASONS FOR SELECTING THE

TOPICTOPIC

55

6.6.COMPANY / ORGANIZATIONCOMPANY / ORGANIZATION

PROFILEPROFILE1313

7.7. OBJECTIVE & SCOPEOBJECTIVE & SCOPE 2525

8.8. RESEARCH METHODOLOGYRESEARCH METHODOLOGY 2626

9.9. DATA ANALYSISDATA ANALYSIS 3535

10.10. OBSERVATION & FINDINGSOBSERVATION & FINDINGS 5454

11.11. SUGGESTIONSSUGGESTIONS 6565

12.12. BIBLIOGRAPHYBIBLIOGRAPHY 6666


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EXECUTIVE SUMMARYEXECUTIVE SUMMARY

1.1. TITLETITLE

A STUDY ON EFFECTIVENESS OF SALES PROMOTION AT

HYDERABAD CENTRAL

2.2. BACK GROUND OF THE STUDYBACK GROUND OF THE STUDY

This study is conducted forThis study is conducted for HYDERABAD CENTRALHYDERABAD CENTRAL at HYDERABAD, byat HYDERABAD, by

VIJAY KUMAR .O, final semester Master of Business Administration (MBA)VIJAY KUMAR .O, final semester Master of Business Administration (MBA)

student as requirement for partial fulfillment for MBA.student as requirement for partial fulfillment for MBA.

PANTALOON RETAIL INDIA LIMITED is Indias leading retailers and hasPANTALOON RETAIL INDIA LIMITED is Indias leading retailers and has

been promoted by the KISHORE BIYANI,been promoted by the KISHORE BIYANI,

3.3. ObjectivesObjectives

The objectives of the study include.The objectives of the study include.

1)1) To study the organizations history, structure and presentTo study the organizations history, structure and present

functioning.functioning.

2)2) To study the competitive analysis of Hyderabad central.To study the competitive analysis of Hyderabad central.

3)3) To suggest the necessary changes and improvement with useTo suggest the necessary changes and improvement with use

of data analysis.of data analysis.

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4.4. Research MethodologyResearch Methodology

The methodology includes collection of various data with the help of preparedThe methodology includes collection of various data with the help of prepared

questionnaire and the data has been collected by interviewing and observationsquestionnaire and the data has been collected by interviewing and observations

5.5. Data collection & InterpretationData collection & Interpretation

It includes cross tabulation of questionnaire by classification of responses andIt includes cross tabulation of questionnaire by classification of responses and

frequency distribution and appropriate graphical representation question withfrequency distribution and appropriate graphical representation question with

comments.comments.

6.6. Observations & FindingsObservations & Findings

Observation is related those issues only, which are not included and exploredObservation is related those issues only, which are not included and explored

through the questionnaire, it may not require a data support.through the questionnaire, it may not require a data support.

Findings are strictly based on the collected data, attempting to answer theFindings are strictly based on the collected data, attempting to answer the

objectives.objectives.

7.7. Limitation of the studyLimitation of the study

The study can be biased to the extent of personal perception, historical nature ofThe study can be biased to the extent of personal perception, historical nature of

data collection and of the time limit.data collection and of the time limit.

8.8. SuggestionSuggestion

Based on findings, suggestions were given in order to improve the marketingBased on findings, suggestions were given in order to improve the marketing

strategy and widen companys market.strategy and widen companys market.

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INTRODUCTION AND REASONS FOR SELECTING THE TOPICINTRODUCTION AND REASONS FOR SELECTING THE TOPIC

In the remarkable world of retailing. World over, the retail segment has performedIn the remarkable world of retailing. World over, the retail segment has performed

exceptionally since its inception in the 20th century. The Indian retail story couldn't haveexceptionally since its inception in the 20th century. The Indian retail story couldn't have

been more different. India has approx 12 million retail stores, more than rest of the worldbeen more different. India has approx 12 million retail stores, more than rest of the world

put together. But the per capita square feet area under retail is just 2 sq.ft or 0.2 sq. metersput together. But the per capita square feet area under retail is just 2 sq.ft or 0.2 sq. meters

with fragmented keerana stores being the predominant players. Retailing in India haswith fragmented keerana stores being the predominant players. Retailing in India has

remained in the unorganized sector and largely untouched by corporate.remained in the unorganized sector and largely untouched by corporate.

However, times are changing. With the GDP at an all time high and income levels

shooting through the roof, the average Indian consumer has never had it so good. The

propensity to consume has reached peaks that had never been scaled before.

Credit cards are flashed with disdain and shopping baskets are getting bigger all the time.

Here are some factors that indicate the potential of retail in India:

At 271 million, one of the largest consuming base in the world, forming 27% of the total

population.

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A high spending community below 45 years comprises 81 percent of the

population.

A young population with 54% population below 25 years.

Increase literacy from 44% in1965 to 70% in 2003.

Increase in working women from 1.3 million in 1961 to 4.8 million in 1998.

Increase in media penetration to 38-million cable household and 80-million

TV household in 2001

Inspite of all the above factors organized retail stands at 2 per cent in India compared toInspite of all the above factors organized retail stands at 2 per cent in India compared to

85% in USA, 40% in Thailand, 55% in Malaysia and 20% in China. Consultants have85% in USA, 40% in Thailand, 55% in Malaysia and 20% in China. Consultants have

predicted that retail in India is in a take off stage and expect the share of organized retailpredicted that retail in India is in a take off stage and expect the share of organized retail

to jump from the current 2 per cent to 10 per cent by 2010. No wonder that consultantsto jump from the current 2 per cent to 10 per cent by 2010. No wonder that consultants

have estimated that by 2005, the retail business would have absorbed 5 lakhs employeeshave estimated that by 2005, the retail business would have absorbed 5 lakhs employees

directly.directly.

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Reason for selecting the topicReason for selecting the topic

There are two Big festival in Indian context

DiwaliDiwali

ChristmasChristmas

when I was joined at central in marketing team , in that time we are start preparing ofwhen I was joined at central in marketing team , in that time we are start preparing of

Christmas Promotion, in that time we are celebrated the The naughty & Nice seasonChristmas Promotion, in that time we are celebrated the The naughty & Nice season

.period of naughty & Nice season is Start from 9 Dec. to 31 Dec 2006..period of naughty & Nice season is Start from 9 Dec. to 31 Dec 2006.

Than we are start conceptualizing the things which will help us to make our promotionThan we are start conceptualizing the things which will help us to make our promotion

effective.effective.

FACTORS WHERE WE ARE KEEP CONCENTRATE ON.FACTORS WHERE WE ARE KEEP CONCENTRATE ON.

MEDIAMEDIA

EVENTSEVENTS

TIE-UPTIE-UP

CONTESTCONTEST

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MEDIAMEDIA

For Print Media we made a contact with these company.For Print Media we made a contact with these company.

Hyderabad Times (Daily)Hyderabad Times (Daily)

Indian Times (Daily)Indian Times (Daily)

Eenadu (Daily)Eenadu (Daily)

VaarthaVaartha

For Voice Media we had Tie-up with Radio Mirchi.For Voice Media we had Tie-up with Radio Mirchi.

For Hoarding we used private agencies.For Hoarding we used private agencies.

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EVENTS

There are different types of events for Kids on the Christmas festival.There are different types of events for Kids on the Christmas festival.

FANCY DRESS

Painting CompetitionPainting Competition

Magic ShowMagic Show

Fun with SantaFun with Santa

Fun with ArtistsFun with Artists

Naughty and Nice DeedsNaughty and Nice DeedsWITH SANTAWITH SANTA

FUN WITH SFUN WITH S

DANCE COMPETITIONDANCE COMPETITION

Mr. NAUGHTY & Ms. NICE Photography CompetitionMr. NAUGHTY & Ms. NICE Photography Competition

We had contact with lambda live for weekendsWe had contact with lambda live for weekends

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Kids IdolKids Idol

We organized KIDS IDOL Competition, where we had a Dance competition, Fancy

dress, Drawing, Singing. For this we are start-getting Registration to children.

Tie upTie up

For Gifts we had tie-up with different brands. LikeFor Gifts we had tie-up with different brands. Like

PrestigePrestige

GiardanoGiardano

ArdinoxArdinox

VideoconVideocon

KoryoKoryo

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CONTEST

On the Christmas occasion we had different type of contest.On the Christmas occasion we had different type of contest.

Every weekend we are organized lucky draw for customers.Every weekend we are organized lucky draw for customers.

There are different types of prizes for every hours, likeThere are different types of prizes for every hours, like

Koryo Color TelevisionKoryo Color Television

Koryo Microwave OvenKoryo Microwave Oven

Koryo Music SystemKoryo Music System

Koryo Electric KettleKoryo Electric Kettle

Koryo Steam Iron.Koryo Steam Iron.

We have city fame live band for every weekend.We have city fame live band for every weekend.

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Apart for this we have final lucky draw for Naughty and Nice Season,

Prizes are as follows.

2 Videocon 20 L.C.D Screen.2 Videocon 20 L.C.D Screen.

8 Apple I-Pods.8 Apple I-Pods.

6 World Space Radio.6 World Space Radio.

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Welcome to the brave new world of Indian Retail industry, where new entrants such asWelcome to the brave new world of Indian Retail industry, where new entrants such as

Reliance and Bharti, besides many existing and future foreign retailers, will jockey withReliance and Bharti, besides many existing and future foreign retailers, will jockey with

early birds like K. Raheja Groups Shoppers Stop, Kishore Biyanisearly birds like K. Raheja Groups Shoppers Stop, Kishore Biyanis Pantaloons.Pantaloons.

EVOLUTION OF INDIAN RETAIL:EVOLUTION OF INDIAN RETAIL:

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WeeklyWeeklyMarketsMarketsVillage FairsVillage FairsMelasMelas

ConvenienceConvenienceStoresStoresMom andMom andPop/KiranasPop/Kiranas

PDS OutletsPDS OutletsKhadi StoresKhadi StoresCooperativesCooperatives

Exclusive BrandExclusive BrandOutletsOutletsHyper/SuperHyper/SuperMarketsMarketsDepartmentDepartment

StoresStoresShopping MallsShopping Malls

Traditional/PerTraditional/PervasivevasiveReachReach

GovernmentGovernmentSupportedSupported

Historic/RurHistoric/Rural Reachal Reach

ModernModernFormatsFormats//

InternationalInternational

Source ofSource ofEntertainmenEntertainmen

tt

NeighborhoodNeighborhoodStores/ConvenieStores/Convenie

ncence

Availability/Availability/Low Costs /Low Costs /DistributionDistribution

ShoppingShoppingExperience/EfficiencExperience/Efficiencyy


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TTraditionally retailing in India can be traced toraditionally retailing in India can be traced to

oo The emergence of the neighborhood Kirana stores catering to theThe emergence of the neighborhood Kirana stores catering to the

convenience of the consumersconvenience of the consumers

oo Era of government support for rural retail : Indigenous franchise model ofEra of government support for rural retail : Indigenous franchise model of

store chains run by Khadi & Village Industries Commissionstore chains run by Khadi & Village Industries Commission

oo 1980s experienced slow change as India began to open up economy.1980s experienced slow change as India began to open up economy.

oo Textiles sector with companies like Bombay Dyeing, Raymond's, STextiles sector with companies like Bombay Dyeing, Raymond's, S

Kumar's and GrasimKumar's and Grasim first saw the emergence of retail chainsfirst saw the emergence of retail chains

oo Later Titan successfully created an organized retailing concept andLater Titan successfully created an organized retailing concept and

established a series of showrooms for its premium watchesestablished a series of showrooms for its premium watches

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oo The latter half of the 1990s saw a fresh wave of entrants with a shiftThe latter half of the 1990s saw a fresh wave of entrants with a shift fromfrom

Manufactures to Pure Retailers.Manufactures to Pure Retailers.

oo For e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet MFor e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet M

and Music World in music; Crossword and Fountainhead in books.and Music World in music; Crossword and Fountainhead in books.

oo Post 1995 onwards saw an emergence of shopping centers,Post 1995 onwards saw an emergence of shopping centers,

oo Mainly in urban areas, with facilities like car parkingMainly in urban areas, with facilities like car parking

oo Targeted to provide a complete destination experience for all segmentsTargeted to provide a complete destination experience for all segments

ofofsocietysociety

oo Emergence of hyper and super markets trying to provide customer with 3Emergence of hyper and super markets trying to provide customer with 3

Vs - Value, Variety andVs - Value, Variety and

VolumeVolume

oo Expanding target consumer segment:Expanding target consumer segment: The Sachet revolution - example ofThe Sachet revolution - example of

reaching to the bottom of the pyramidreaching to the bottom of the pyramid

At year end of 2000 the size of the Indian organized retail industry is estimated atAt year end of 2000 the size of the Indian organized retail industry is estimated at Rs. 13,000 croreRs. 13,000 crore

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Retailing formats in india

MallsMalls

The largest form of organized retailing today. Located mainly in metro cities, in

proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and

above. They lend an ideal shopping experience with an amalgamation of product,

service and entertainment, all under a common roof.Examples include Shoppers

Stop, Piramyd, Pantaloon.

Specialty StoresSpecialty Stores

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer

Crossword, RPG's Music World and the Times Group's music chain Planet M, are

focusing on specific market segments and have established themselves strongly in

their sectors.

Discount Stores:Discount Stores:

As the name suggests, discount stores or factory outlets, offer discounts on the

MRP through selling in bulk reaching economies of scale or excess stock left over

at the season. The product category can range from a variety of perishable/ non

Perishable goods

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Department StoresDepartment Stores

Departmental Stores are expected to take over the apparel business from

exclusive brand showrooms. Among these, the biggest success is K Raheja's

Shoppers Stop, which started in Mumbai and now has more than seven large

stores (over 30,000 sq. ft) across INDIA and even has its own in store brand for

clothes called Stop!.

Hypermarts/SupermarketsHypermarts/Supermarkets

Large self service outlets, catering to varied shopper needs are termed as

Supermarkets. These are located in or near residential high streets. These stores

today contribute to 30% of all food & grocery organized RETAIL sales. Super

Markets can further be classified in to mini supermarkets typically 1,000 sq ft to

2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft.

having a strong focus on food & grocery and personal sales.

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Convenience StoresConvenience Stores

These are relatively small stores 400-2,000 sq. feet located near residential areas.

They stock a limited range of high-turnover convenience products and are usually

open for extended periods during the day, seven days a week. Prices are slightly

higher due to the convenience premium.

MBOsMBOs

Multi Brand outlets, also known as Category Killers, offer several brands across a

single product category. These usually do well in busy market places and Metros

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THE CHANGING FACTORTHE CHANGING FACTOR

1.1. THE CHANGING INDIAN CONSUMERTHE CHANGING INDIAN CONSUMER:-:-

1. Greater per capita income1. Greater per capita income

Increase in disposable income of middle class householdsIncrease in disposable income of middle class households

20.9%* growth in real disposable income in 99-03.20.9%* growth in real disposable income in 99-03.

2.2. Growing high and middle income populationGrowing high and middle income population

a.a. Growing at a pace of over 10%* per annum over last decadeGrowing at a pace of over 10%* per annum over last decade

3.3. Affordability growthAffordability growth

a.a. Falling interest ratesFalling interest rates

b.b. Easier consumer creditEasier consumer credit

c.c. Greater variety and quality at all price pointsGreater variety and quality at all price points

4.4. The urban consumerThe urban consumer

a.a. Getting exposed to international lifestylesGetting exposed to international lifestyles

b.b. Inclined to acquiring assetInclined to acquiring asset

c.c. More discerning and demanding than everMore discerning and demanding than ever

5.5. No longer need-based shoppingNo longer need-based shopping

a.a. Shopping is a family experienceShopping is a family experience

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6.6. Changing MindsetChanging Mindset

a.a. Increasing tendency to spendIncreasing tendency to spend

b.b. Post Liberalization children coming of agePost Liberalization children coming of age

i.i. 100 mn 17-21 year olds*. Tend to spend freely.100 mn 17-21 year olds*. Tend to spend freely.

c.c. Greater levels of educationGreater levels of education

2.2. INDUSTRY DYNAMICS:-INDUSTRY DYNAMICS:-

a)a) Low domestic competitionLow domestic competition

Because of fragmented nature of industryBecause of fragmented nature of industry

b)b) Lack of exposure to global best practicesLack of exposure to global best practices

Low entry barriers for unorganized retailingLow entry barriers for unorganized retailing

Moderate entry barriers for organized retailingModerate entry barriers for organized retailing

c)c) Wholesale system under-invested leading to 20-40% wastageWholesale system under-invested leading to 20-40% wastage

d)d) Non level playing field issuesNon level playing field issues

Wide differences in treatment of small and large retailersWide differences in treatment of small and large retailers

33 GROWTH FACTORSGROWTH FACTORS:-:-

a)a) Growth determining factorsGrowth determining factors

Government PolicyGovernment Policy

Infrastructure developmentInfrastructure development

GDP growthGDP growth

Employment generation and job creationEmployment generation and job creation

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In several new sunrise industriesIn several new sunrise industries

Recent Trends

Retailing in india is witnessing a huge revamping exercise as can be seen in theRetailing in india is witnessing a huge revamping exercise as can be seen in the graphgraph

INDIA is rated the fifth most attractive emerging REATIL market: a potentialINDIA is rated the fifth most attractive emerging REATIL market: a potentialgoldmine.goldmine.

Estimated to be US$ 200 billion, of which organized retailing (i.e. modern trade)Estimated to be US$ 200 billion, of which organized retailing (i.e. modern trade)makes up 3 percent or US$ 6.4 billionmakes up 3 percent or US$ 6.4 billion

As per a report by KPMG the annual growth of departmentAs per a report by KPMG the annual growth of department

stores is estimated at 24%stores is estimated at 24%

Ranked second in a Global REATIL Development Index of 30 developingRanked second in a Global REATIL Development Index of 30 developingcountries drawn up by AT Kearney.countries drawn up by AT Kearney.

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RETAIL Sales in INDIA

Unorganized : Vast majority of the twelve million stores are small "father and son"

outlets

Fragmented : Mostly small individually owned businesses, average size of outlet equals

50 s.q. ft. Though INDIA has the highest number of RETAIL outlets per capita in the

world, the RETAIL space per capita at 2 s.q. ft per person is amongst the lowest.

Rural bias:Rural bias:Nearly two thirds of the stores are located in rural areas. Rural RETAILNearly two thirds of the stores are located in rural areas. Rural RETAIL

industry has typically two forms: "Haats" and Melas". Haats are the weekly markets :industry has typically two forms: "Haats" and Melas". Haats are the weekly markets :

serve groups of 10-50 villages and sell day-to-day necessities. Melas are larger in sizeserve groups of 10-50 villages and sell day-to-day necessities. Melas are larger in size

and more sophisticated in terms of the goods sold (like TVs)and more sophisticated in terms of the goods sold (like TVs)

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Recent Trends contd.Recent Trends contd.

with horizontal players like Rediff.com and Indiatimes.com to offer productswith horizontal players like Rediff.com and Indiatimes.com to offer products

on the web Multiple drivers leading to a consumption boom:on the web Multiple drivers leading to a consumption boom:

Favorable demographicsFavorable demographics

Growth in incomeGrowth in income

Increasing population of womenIncreasing population of women

Raising aspirations : Value added goods salesRaising aspirations : Value added goods sales

Food and apparel retailing key drivers of growthFood and apparel retailing key drivers of growth

Organized retailing in INDIA has been largely an urban phenomenon withOrganized retailing in INDIA has been largely an urban phenomenon with

affluent classes and growing number of double-income households.affluent classes and growing number of double-income households.

More successful in cities in the south and west of INDIA. Reasons range fromMore successful in cities in the south and west of INDIA. Reasons range from

differences in consumer buying behavior to cost of real estate and taxationdifferences in consumer buying behavior to cost of real estate and taxation

laws.laws.

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Rural markets emerging as a huge opportunity for retailersRural markets emerging as a huge opportunity for retailers

reflected in the share of the rural market across most categories ofreflected in the share of the rural market across most categories ofconsumptionconsumption

ITC is experimenting with retailing through its e-Choupal and ChoupalITC is experimenting with retailing through its e-Choupal and Choupal Sagar rural hypermarkets.Sagar rural hypermarkets.

HLL is using its Project Shakti initiative leveraging women self-helpHLL is using its Project Shakti initiative leveraging women self-helpgroups to explore the rural market.groups to explore the rural market.

Mahamaza is leveraging technology and network marketing conceptsMahamaza is leveraging technology and network marketing conceptsto act as an aggregator and serve the rural markets.to act as an aggregator and serve the rural markets.

IT is a tool that has been used by retailers ranging from Amazon.com to eBayIT is a tool that has been used by retailers ranging from Amazon.com to eBayto radically change buying behavior across the globe.to radically change buying behavior across the globe.

e-tailinge-tailing slowly making its presence felt.slowly making its presence felt.

Companies using their own web portal or tie-supsCompanies using their own web portal or tie-sups..

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9.9. ObjectivesObjectives

MAIN OBJECTIVES

To Understand the need of having a PromotionTo Understand the need of having a Promotion

SUB OBJECTIVESWhen we do Promotion For Shopping Mall.When we do Promotion For Shopping Mall.

Why we have need of Promotion.Why we have need of Promotion.

Who is target segment of Particulars segmentsWho is target segment of Particulars segments

Elements Of PromotionsElements Of Promotions

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RESEARCH METHODOLOGYRESEARCH METHODOLOGY

A Research is a careful investigation or inquiry, especially through search for new facts

in any branch of knowledge. It is a systemized effort to gain more knowledge.

Research methodologyResearch methodology is a way to systematically solve the research problem. It may beis a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. I it we study theunderstood as a science of studying how research is done scientifically. I it we study the

various steps that are generally adopted by a researcher in studying his research problemvarious steps that are generally adopted by a researcher in studying his research problem

along with the logic behind them. It is necessary for the researcher to know not only thealong with the logic behind them. It is necessary for the researcher to know not only the

research methods or techniques but also the methodology. Researcher always needs toresearch methods or techniques but also the methodology. Researcher always needs to

understand the assumptions underline various technique and they need to know theunderstand the assumptions underline various technique and they need to know the

criteria by which they can decide that certain technique and procedures will be applicablecriteria by which they can decide that certain technique and procedures will be applicable

to certain problems and other will not.to certain problems and other will not.

The predefined objective can be achieved by following ways:The predefined objective can be achieved by following ways:

oo Studying the buying behavior of customer.Studying the buying behavior of customer.

oo Comparing sales of different players.Comparing sales of different players.

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TYPE OF RESEARCH:TYPE OF RESEARCH:

Personal interview approach was adopted for the project. In this type of research, thePersonal interview approach was adopted for the project. In this type of research, the

researcher has to contact the person directly to know the available information andresearcher has to contact the person directly to know the available information and

analyze these to make a critical evaluation. The facts or information required to analyzeanalyze these to make a critical evaluation. The facts or information required to analyze

the data was available in interviewers statements. This was one of the main sources forthe data was available in interviewers statements. This was one of the main sources for

the project.the project.

The other approach wasThe other approach was OBSERVATUION RESEARCH.OBSERVATUION RESEARCH. It is based on the personalIt is based on the personal

knowledge. It is applicable to phenomenon that can be expressed in terms of words.knowledge. It is applicable to phenomenon that can be expressed in terms of words.

RESEARCH PROCESS:RESEARCH PROCESS:

Research Process consists of a series of action or steps necessary to effectively carry outResearch Process consists of a series of action or steps necessary to effectively carry out

the research and the desired sequencing of these steps. The various steps, which providedthe research and the desired sequencing of these steps. The various steps, which provided

guidelines to the research process pertaining to the project, are as follows:guidelines to the research process pertaining to the project, are as follows:

1)1) Formulating the research problemFormulating the research problem

Formulation of research problem involves understanding the problemFormulation of research problem involves understanding the problem

Thoroughly and rephrasing the same into meaningful terms from an analytical point ofThoroughly and rephrasing the same into meaningful terms from an analytical point of

view.view.

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2)2) Extensive literature surveyExtensive literature survey

It is necessary for the researcher to conduct an extensive survey connected withIt is necessary for the researcher to conduct an extensive survey connected with

the problem. For the purpose manual, company records, journals, published datathe problem. For the purpose manual, company records, journals, published data

can be used.can be used.

3)3) Development of working hypothesesDevelopment of working hypotheses Working hypotheses is a tentativeWorking hypotheses is a tentative

assumption made in order to draw out and rest its logical or empiricalassumption made in order to draw out and rest its logical or empirical

consequences.consequences.

4)4) Preparing the research designPreparing the research design

The researcher will be required to prepare a research i.e. he will have to state theThe researcher will be required to prepare a research i.e. he will have to state the

conceptual structure within which research would be conducted. The function ofconceptual structure within which research would be conducted. The function of

research design is to provide the collection of relevant evidence with minimumresearch design is to provide the collection of relevant evidence with minimum

expenditure of efforts, time and money.expenditure of efforts, time and money.

5)5) Determining the sample designDetermining the sample design

The researcher must decide a way of selecting a sample or what is popularlyThe researcher must decide a way of selecting a sample or what is popularly

known as sample design. The types of sample design are:known as sample design. The types of sample design are:

oo Simple SamplingSimple Sampling

oo Random samplingRandom sampling

oo Systematic Random SamplingSystematic Random Sampling

oo Stratified SamplingStratified Sampling

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oo Quota SamplingQuota Sampling

oo Cluster and Area samplingCluster and Area sampling

oo Multistage SamplingMultistage Sampling

oo Sequential SamplingSequential Sampling

For this project,For this project, Random Sampling was usedRandom Sampling was usedamong the above mentioned types.among the above mentioned types.

Since the time period was limited to 2 months, the sampling size was limited toSince the time period was limited to 2 months, the sampling size was limited to

25.25.

6)6) Collection of dataCollection of data

While deciding the methods of data collection to be used for study the researcherWhile deciding the methods of data collection to be used for study the researcher

should keep in mind two types of data viz.should keep in mind two types of data viz.

- Primary Data- Primary Data

The Primary data are those, which are collected afresh and for the first time andThe Primary data are those, which are collected afresh and for the first time and

thus happen to be original in character.thus happen to be original in character.

- Secondary Data- Secondary Data

Secondary data means data that are already available i.e. they refer to the dataSecondary data means data that are already available i.e. they refer to the data

which have already been collected and segregated by someone else. Thewhich have already been collected and segregated by someone else. The

researcher has to determine the various sources of obtaining secondary data.researcher has to determine the various sources of obtaining secondary data.

Secondary data may be published or unpublished in natureSecondary data may be published or unpublished in nature

-- 2929 --


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Published data are available in:Published data are available in:

oo Publications of central, state and local newspapersPublications of central, state and local newspapers

oo Publication of foreign government or of international bodiesPublication of foreign government or of international bodies

oo Technical or trade journalsTechnical or trade journals

oo Books, magazines and newspapers and InternetBooks, magazines and newspapers and Internet

oo Public record and statistics, historical documents and sources ofPublic record and statistics, historical documents and sources of

public information.public information.

Data CollectionData Collection

Data used for the project was the secondary and primary data.Data used for the project was the secondary and primary data.

Methods of Data CollectionMethods of Data Collection

Personal InterviewPersonal Interview

QuestionnaireQuestionnaire

ObservationsObservations

-- 3030 --


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7) Analysis of data7) Analysis of data

Analysis of data can of two types:Analysis of data can of two types:

-- Quantitative analysisQuantitative analysis

-- Qualitative analysisQualitative analysis

Thus analysis of data require a number of closely related operations such asThus analysis of data require a number of closely related operations such as

establishment of categories, the application of these categories into raw data throughestablishment of categories, the application of these categories into raw data through

tabulation, chart and then draw inferences. Analysis work is generally based on thetabulation, chart and then draw inferences. Analysis work is generally based on the

computation of various percentage, co-efficient etc. by applying various statisticalcomputation of various percentage, co-efficient etc. by applying various statistical

formulae.formulae.

8) Preparation of Reports8) Preparation of Reports

After analysis, the next step is in the preparation of the report. The report has beenAfter analysis, the next step is in the preparation of the report. The report has been

prepared according to the report writing principles.prepared according to the report writing principles.

The Objective, clarity in presentation of ideas and the uses of charts have beenThe Objective, clarity in presentation of ideas and the uses of charts have been

maintained throughout the report.maintained throughout the report.

Once the data has been collected, the researcher has to process, analyze and interpret theOnce the data has been collected, the researcher has to process, analyze and interpret the

same. It was emphasized that the researcher should exercise good care to ensure thatsame. It was emphasized that the researcher should exercise good care to ensure that

-- 3131 --


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reliable data are not properly processed and analyzed. Sufficient attention is often notreliable data are not properly processed and analyzed. Sufficient attention is often not

given to these aspects, with the result that the quality of the report suffers.given to these aspects, with the result that the quality of the report suffers.

EditingEditing -The first task in data is editing. It is the process by which data are prepared for-The first task in data is editing. It is the process by which data are prepared for

subsequent coding. As it is very subjective process, editing is thesubsequent coding. As it is very subjective process, editing is the

process of examining errors and omission in the collected data and making necessary inprocess of examining errors and omission in the collected data and making necessary in

the same this is desirable when there is more inconsistency in the responses.the same this is desirable when there is more inconsistency in the responses.

CodingCoding - coding is the procedure of classifying the answers to a question in meaningful- coding is the procedure of classifying the answers to a question in meaningful

categories the symbol used to indicate the categories are called codes. Coding iscategories the symbol used to indicate the categories are called codes. Coding is

necessary to carry out the subsequent operation of tabulation and analyzing data.necessary to carry out the subsequent operation of tabulation and analyzing data.

Coding involves two steps:Coding involves two steps:

The first is to specify the different categories or classes into which the responsesThe first is to specify the different categories or classes into which the responses

are classified. The second step is to allocate individual answers to different categories.are classified. The second step is to allocate individual answers to different categories.

TabulationTabulation - tabulation comprises of sorting of data into different categories and- tabulation comprises of sorting of data into different categories and

counting the number of cases that belongs to each categories.counting the number of cases that belongs to each categories.

One is unvaried tabulation. This includes the numbers of responses to one question or toOne is unvaried tabulation. This includes the numbers of responses to one question or to

count. Its very simplest way to tabulate where two or more variables are involved incount. Its very simplest way to tabulate where two or more variables are involved in

tabulation. It is called bivariate or multivariate tabulation. In marketing research project,tabulation. It is called bivariate or multivariate tabulation. In marketing research project,

generally both type of tabulation is used.generally both type of tabulation is used.

-- 3232 --


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Analysis and interpretationAnalysis and interpretation:: - analysis and interpretation are the central steps in the- analysis and interpretation are the central steps in the

research process. The goal of analysis is to summaries theresearch process. The goal of analysis is to summaries the

Collected data in such a way that they provide answer to questions that triggered whileCollected data in such a way that they provide answer to questions that triggered while

research. Interpretation is the research for border, meaning of research finding.research. Interpretation is the research for border, meaning of research finding.

Hence, questionnaire was analyzed separately and interpretation was done to bringHence, questionnaire was analyzed separately and interpretation was done to bring

meaning and implication of the study. Hence analysis could not be completed withoutmeaning and implication of the study. Hence analysis could not be completed without

interpretation and interpretation cannot proceed without analysis.interpretation and interpretation cannot proceed without analysis.

..

-- 3333 --


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Contribution of brands (not available in central) to the total sales of other stores isContribution of brands (not available in central) to the total sales of other stores is

very high as compared to the brands available only in central.very high as compared to the brands available only in central.

DATA ANALYSISDATA ANALYSIS

Questionnaire was administered to a sample size of 200 customers.Questionnaire was administered to a sample size of 200 customers.

Interviews held on weekdays and weekend.Interviews held on weekdays and weekend.

Interviews were held across all levels.Interviews were held across all levels.

Q 1)Q 1) How frequently do you visit Central?How frequently do you visit Central?

-- 3535 --

RespondentRespondent ResponseResponse

This is my 1This is my 1stst visitvisit 11%11%

Once in a weekOnce in a week 13%13%

Once in a fortnightOnce in a fortnight 13%13%

Once a monthOnce a month 31%31%

Once in 2-3 monthsOnce in 2-3 months 21%21%

OthersOthers 11%11%

T his i s m y

V i s i t

1 1 %

O n c e a W

1 3 %

O n c e i n a F o r t

1 3 %

O n c e a M o

3 1 %

O n c e i n 2-3 M o

2 1 %

O t h e r

1 1 %Th is i s m y F i

O n c e a W e e

O n c e in a F o

O n c e a M o n t

O n c e i n 2 -3

O t h e r s


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2).Which Departments did you purchase from?2).Which Departments did you purchase from?

DepartmentDepartment VisitorsVisitors

Mens WearMens Wear 48 %48 %

Womens wearWomens wear 28 %28 %

Kids WearKids Wear 15 %15 %

Foot WearFoot Wear 9 %9 %

Inner wearInner wear 4 %4 %

AccessoriesAccessories 9 %9 %

Cosmetics and FragrancesCosmetics and Fragrances 5 %5 %

Jewelry and watchesJewelry and watches 2 %2 %

Book Music and StationaryBook Music and Stationary 1 %1 %

Food BazaarFood Bazaar 38 %38 %

OthersOthers 3 %3 %

-- 3636 --

0

10

20

30

40

50

60

D e p a r t m e

%o

fPeople

M e n 's W e a r

W o m e n 's W e ar

K i d 's W e a r

Foo twear

Inner W ear

Acce sso r i e s

Cosm et ics and Frag

Jewe lry and W atche

Bo o ks M u s ic a n d S

Food Bazaar

Others


37/67

3) Can you Name the promotion running in the mall.3) Can you Name the promotion running in the mall.

AwarenessAwareness YesYes 15 %15 %

No.No. 85 %85 %

-- 3737 --


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5) Which communication/ displays did you see for CENTRAL

The Naughty and Nice Season during your visit?

-- 3939 --

People


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6) Which offers did you see for CENTRAL The Naughty and Nice Season during

your visit?

-- 4040 --


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7)7) Please rate your overall satisfaction with your shopping experience atPlease rate your overall satisfaction with your shopping experience at

CENTRALCENTRAL

Excellent 20 %

Good 60 %

Satisfactory 15 %

Not Very Good 4 %

Poor 1%

9)9) Please specify which of these outlets you have visited in the last one month?Please specify which of these outlets you have visited in the last one month?

-- 4141 --

Ov erall Satisfactio

Excellen

20%

Good

60%

Satisfactor

15%

Not very Goo

4%

Poor

1%

Excellent

Good

Satisfactory

Not very Goo

Poor


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8) Please specify which of these outlets you have visited8) Please specify which of these outlets you have visitedin the last one month?in the last one month?

Shoppers Stop 50

Life Style 42

Westside 22

Chermas 29

WhiteHouse 31

0

5

10

15

20

25

30

35

40

4550

Shoppers Stop

Life Style

Westside

Chermas

WhiteHouse

-- 4242 --


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9) Please specify your Age Group:Please specify your Age Group:

Age group Percentage

45 Years 10 %

-- 4343 --

Age Group

45 years10%

45 years


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10) Gender

Gender Percentage

Male 58 %

Female 42 %

-- 4444 --

Gender

Male

58%

Female

42% Male

Female


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11) Please tell us your present occupation:11) Please tell us your present occupation:

TypeType PercentagePercentage

SalariedSalaried 54 %54 %

Govt. ServiceGovt. Service 2 %2 %

Self EmployedSelf Employed 11 %11 %

RetiredRetired 3 %3 %

HouseWiseHouseWise 13 %13 %

UnemployedUnemployed 3 %3 %

OthersOthers 14 %14 %

-- 4545 --

Occupation

Not Given

1%

C11%

K

13%

A

54%

B

2%

D

3%

E

13%

J

3%

A (Salaried)

B (Govt. Service)

C (Self employed)

D (Retired)

E (Housewife)

J (Unemployed)

K (Others)

Not given


46/67

Locality

Zone Wise Percentage

Zone 1 31 %

Zone 2 12 %

Zone 3 19 %

Zone 4 16 %

Outstation 7 %Not Answered 15 %

-- 4646 --

Localit

Zone 131%

Zone

12%Zone

19%

Zone

16%

Out stat io

7%

Not Answere

15% Zone 1

Zone 2

Zone 3

Zone 4

Out s tat ion

Not A nswere


47/67

Zone 1 Banjara Hills , Jubilee Hills, Nanda Giri Hills , Ameer Pet , Khairatabad , SRZone 1 Banjara Hills , Jubilee Hills, Nanda Giri Hills , Ameer Pet , Khairatabad , SRNagar.Nagar.

Zone 2 Abids , Koti, Hi-Tech City, Madavpur, Punjagutta,Begumpet, SecBad, Tarnaka,Zone 2 Abids , Koti, Hi-Tech City, Madavpur, Punjagutta,Begumpet, SecBad, Tarnaka,

Tirumala Hills,Shivam.Tirumala Hills,Shivam.

Zone 3 Himayat Nagar Habsiguda, DilshukNagar,Malakpet,Mehadipatnam,Yosufguda,.Zone 3 Himayat Nagar Habsiguda, DilshukNagar,Malakpet,Mehadipatnam,Yosufguda,.

Zone 4 Lbnagar, Old city, Afjulgunz, BorabandaZone 4 Lbnagar, Old city, Afjulgunz, Borabanda

Out station - Mumbai, Bangalore, Chennai, Delhi,Out station - Mumbai, Bangalore, Chennai, Delhi,

-- 4747 --


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Comments on Store LayoutComments on Store Layout

PositivePositive::

Seating arrangement on level 3 and Level 4 is good.Seating arrangement on level 3 and Level 4 is good.

Free car parking works in favor of Central since no other mall offersFree car parking works in favor of Central since no other mall offers

this feature.this feature.

NegativeNegative::

oo Insufficient seating area:Insufficient seating area:

Shopping is exhausting & there arent enough places to rest.Shopping is exhausting & there arent enough places to rest.

oo Not enough trial rooms.Not enough trial rooms.

oo Car parking becomes problematic on weekends.Car parking becomes problematic on weekends.

oo Not enough 2 wheeler parking space.Not enough 2 wheeler parking space.

-- 4848 --


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Comments on Store VarietyComments on Store Variety

Positive:Positive:

Good variety/ collectionGood variety/ collection

Most of the brands are available- this makes it easier since shoppers have more choiceMost of the brands are available- this makes it easier since shoppers have more choice

and can finish their shopping under one roof.and can finish their shopping under one roof.

Negative:Negative:

Limited stock in large sizes/ under certain brands.Limited stock in large sizes/ under certain brands.

Provogue, Stori and Blackberry, which are known for trousers, did not have the fullProvogue, Stori and Blackberry, which are known for trousers, did not have the fullrange.range.

Quality did not match the price that was being asked for.Quality did not match the price that was being asked for.

Collection could have been better Womens footwear, ladies kurtas,Collection could have been better Womens footwear, ladies kurtas,

sports items and toys.sports items and toys.

Kids collection not great compared to the other malls.Kids collection not great compared to the other malls.

Exclusive party wear section should be introduced.Exclusive party wear section should be introduced.

-- 4949 --


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Comments on Announcements/ MusicComments on Announcements/ Music

Positive:Positive:

Music was very upbeat and matched the upbeat tempo of the store (this was theMusic was very upbeat and matched the upbeat tempo of the store (this was thereaction from level 3) .reaction from level 3) .

Negative:Negative:

Announcements not audible (for the first few days- people gave more positiveAnnouncements not audible (for the first few days- people gave more positive feedbackfeedback

from the 24th of December).from the 24th of December).

The English accent was difficult to understand for many.The English accent was difficult to understand for many.

Announcement of Offers should be more frequent.Announcement of Offers should be more frequent.

The announcements did not catch the attention of many.The announcements did not catch the attention of many.

Music was not uniform in the store (java green music was better than that on otherMusic was not uniform in the store (java green music was better than that on otherlevels)levels)

-- 5050 --


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Sale / walk-in analysis (December06 vs. January07)Sale / walk-in analysis (December06 vs. January07)

InferenceInference

Highlights of the monthHighlights of the month

Local Initiatives @ CentralLocal Initiatives @ Central

Income statementIncome statement

Expense statementExpense statement

Competitor Track.Competitor Track.

Plans for February07Plans for February07

-- 5151 --


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Highlights of the promotion End Of Season SaleHighlights of the promotion End Of Season Sale

End Of Season SaleEnd Of Season Sale

The EOSS started from 25The EOSS started from 25thth Jan, with a soft launch from the 22Jan, with a soft launch from the 22ndnd Jan.Jan.

A special preview was organized on the 23 A special preview was organized on the 23rdrd Idea customers and 24 Idea customers and 24thth For families For familiesof Defence personnels.of Defence personnels.

An sms blast was sent by Idea to their customers informing them about the sale UPTO An sms blast was sent by Idea to their customers informing them about the sale UPTO

50% off and inviting them for an exclusive preview.50% off and inviting them for an exclusive preview.

All the families of Defence personnels based in Hyderabad were sent a e-mail about All the families of Defence personnels based in Hyderabad were sent a e-mail about

the Hyderabad Centrals EOSS and were invited for an exclusive preview on the 24the Hyderabad Centrals EOSS and were invited for an exclusive preview on the 24thth

..

All the leading societies, IT companies,BPOs and multiplexes were branded with All the leading societies, IT companies,BPOs and multiplexes were branded withEOSS Upto 50% Off.EOSS Upto 50% Off.

-- 5252 --


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Top offers during EOSSTop offers during EOSS

Refreshments for customersRefreshments for customers

The customers waiting to park their car were treated with chip packets, offerThe customers waiting to park their car were treated with chip packets, offerbooklets & water bottles.booklets & water bottles.

-- 5353 --

M e n 's F o rm a l O ffe rs M e n 's Ca su a l O ffe rs

A rrow- up to 50% off P epe - up to 60% off.

park avenue -fla t25% off Lee- up to 50% off.

Ind igo nat ion-fla t30% off W rangler up to 50% off

P rovogue-upto 50% S py k ar up to 50% off

John P lay ers - fla t 40% off Levis up to 30% off.

D oc k ers -upto 40% off Lee Cooper fla t 30% off

S c ullers for Her - B uy 2 get 1B IB A - Up to 5 0% off

S c ul lers for Her - B uy 3 get 2W - Buy 2 G et 1 F ree

rem anik a - F lat 30% ZA P P - F lat 40%

B iz arre - upto 50% W E E K E NDE R - Up to 50%

A ND - upto 50% RUF F K IDS - Up to 50% off

G FO - upto 50%

La die s & Kids Offe rs


54/67

Society & IT company brandingSociety & IT company branding

Outdoor hoardings Total 32 hoardingsOutdoor hoardings Total 32 hoardings

Highlight of the Month: EOSS @ CENTRALHighlight of the Month: EOSS @ CENTRAL

ObservationsObservations

Telecalling exercise During our tele-calling exercise, customers were excited to know Telecalling exercise During our tele-calling exercise, customers were excited to know

about the happiness sale, but also questioned about the 50% off whether it is valid onabout the happiness sale, but also questioned about the 50% off whether it is valid on

all the offerings across the store.all the offerings across the store.

Due to the long weekend holiday, we saw a majority of the family crowd visiting our Due to the long weekend holiday, we saw a majority of the family crowd visiting our

stores. If we look at the 3-day walk-in breakup (52% Men ; 39% Women ; 8% Kids).stores. If we look at the 3-day walk-in breakup (52% Men ; 39% Women ; 8% Kids).

The contribution by the Mens formal floor also indicates that the general buying has The contribution by the Mens formal floor also indicates that the general buying has

been around the young corporates(unmarried) and the family lot.been around the young corporates(unmarried) and the family lot.

Due to the Cricket match on Saturday, we witnessed a drop in walkins as compared to Due to the Cricket match on Saturday, we witnessed a drop in walkins as compared toFriday during the period of the match..Friday during the period of the match..

We had maximum customers travelling by their own vehicles(2-wheelers & 4- We had maximum customers travelling by their own vehicles(2-wheelers & 4-

wheelers), as compared to the walkin crowd/travelling by auto.wheelers), as compared to the walkin crowd/travelling by auto.

The average conversion of 42% indicates that we had serious shoppers visiting our The average conversion of 42% indicates that we had serious shoppers visiting ourmall.mall.

-- 5454 --


55/67

Press AdvertisementsPress Advertisements

-- 5555 --


56/67

Local Initiatives-Shop for Rs.5000/- & get a free GV worth Rs.501Local Initiatives-Shop for Rs.5000/- & get a free GV worth Rs.501

We had a new year offer from 1We had a new year offer from 1stst 7 7thth Jan07, wherein customers shopping forJan07, wherein customers shopping forRs.5000/- & above availed of a free Central Gift voucher worth Rs.501/-Rs.5000/- & above availed of a free Central Gift voucher worth Rs.501/-

In all we issued 255 GVs, out of which 209 GVs were reedemed.That is, around 82% In all we issued 255 GVs, out of which 209 GVs were reedemed.That is, around 82%of the GVs were reedemed.of the GVs were reedemed.

The promotion did not help in increasing the no. of bills or the overall sales. The promotion did not help in increasing the no. of bills or the overall sales.

Local Initiatives Sponsorship of SIMC event - DecibelLocal Initiatives Sponsorship of SIMC event - Decibel

-- 5656 --


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Local Initiatives Sponsorship of ISB&M event-Crescendo07Local Initiatives Sponsorship of ISB&M event-Crescendo07

Hyderabad Central had sponsored the ISB&M Crescendo07 an annual event, whereHyderabad Central had sponsored the ISB&M Crescendo07 an annual event, wheresingerssingers

Aatif Aslam & Sukhbir were performing live. The event was publicized throughAatif Aslam & Sukhbir were performing live. The event was publicized through

float, radio spots, outdoor hoardings, T-shirts all of them carried our presence.float, radio spots, outdoor hoardings, T-shirts all of them carried our presence.

The event also had an intercollegiate dance competition, which was held at HyderabadThe event also had an intercollegiate dance competition, which was held at HyderabadCentral.Central.

The event was a huge success with 12 colleges participating for both solo and groupThe event was a huge success with 12 colleges participating for both solo and group

dance.dance.

Local Initiatives Sponsorship of ISB&M event-Crescendo07Local Initiatives Sponsorship of ISB&M event-Crescendo07

We had a sponsorship of ISB&M College for the crescendo 07,where 10000 youth crowd

and was came down.

-- 5757 --


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Local Initiatives Boli lagao ghar le jaoLocal Initiatives Boli lagao ghar le jao

Hyderabad Central had a weekend auction event on 20Hyderabad Central had a weekend auction event on 20 thth.. & 21& 21stst Jan07 Boli lagaoJan07 Boli lagaoghar leghar le

jao where customers had to just shop and be eligible for the bid. The bid started at 50%jao where customers had to just shop and be eligible for the bid. The bid started at 50%

of the MRP, we had Television, Music system, Microwave oven, Electric iron, Electricof the MRP, we had Television, Music system, Microwave oven, Electric iron, Electric

kettle for auction.kettle for auction.

The event was heavily publicized in store through signage's/standees and through radioThe event was heavily publicized in store through signage's/standees and through radio

spots.spots.

Local Initiatives tie up with Radio MirchiLocal Initiatives tie up with Radio Mirchi

Hyderabad Central has tied up with Radio Mirchi for an radio spot programme named asHyderabad Central has tied up with Radio Mirchi for an radio spot programme named as

Mirchi Parivar Kush Parivar Shop,Eat & Celebrate only at Hyderabad Central.Mirchi Parivar Kush Parivar Shop,Eat & Celebrate only at Hyderabad Central.

The contest will be on air for 3 months, wherein every month 2 lucky families will get aThe contest will be on air for 3 months, wherein every month 2 lucky families will get a

chance to win free shopping at Hyderabad Central worth Rs.15, 000/-.chance to win free shopping at Hyderabad Central worth Rs.15, 000/-.

The contest has been highlighted with a radio spot and on the spot Gift Voucher as giftsThe contest has been highlighted with a radio spot and on the spot Gift Voucher as gifts

for callers.for callers.

The winner of the contest also had Online Broadcasting at Hyderabad Central, while hisThe winner of the contest also had Online Broadcasting at Hyderabad Central, while hisfamilyfamily

shopped, ate and celebrated.shopped, ate and celebrated.

-- 5858 --


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EOSS by other retail major.EOSS by other retail major.

Life StyleLife Style

Sale UPTO 70% Off 26Sale UPTO 70% Off 26thth Jan 25Jan 25thth Feb.Feb.

Great weekend offer from 26 Great weekend offer from 26thth to 28to 28thth Jan07Jan07

1.Carry a cut-out of the AD & get Rs.100/- off on minimum purchase of Rs.1500 and1.Carry a cut-out of the AD & get Rs.100/- off on minimum purchase of Rs.1500 and

become a Pyramid Power Club Member.become a Pyramid Power Club Member.

Flat 50% - 70% off on private label collectionFlat 50% - 70% off on private label collection

Additional 5% discount for Pyramid Power Club Members till 25Additional 5% discount for Pyramid Power Club Members till 25thth FebFeb

-- 5959 --


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Advertising medium used:Advertising medium used:

1.Print 2 half page insertions on 261.Print 2 half page insertions on 26thth & 28& 28thth Jan (Sakal, TOI)Jan (Sakal, TOI)

2.Radio spot Campaign highlighting Upto 70% off2.Radio spot Campaign highlighting Upto 70% off

3.Outdoor campaign Less visibility in the city in terms of outdoors.3.Outdoor campaign Less visibility in the city in terms of outdoors.

SHOPPERS STOPSHOPPERS STOP

Corelle Exchange Offer Upto 20% discount.Corelle Exchange Offer Upto 20% discount.

Get your old crockery set and get upto 20% off on a range of corelle products. 15 rangesGet your old crockery set and get upto 20% off on a range of corelle products. 15 ranges

on display.on display.

At the sale period there are no sale in shoppers stopAt the sale period there are no sale in shoppers stop

Shoppers stop EOSS starts on 16 Feb. in this time there are no other sale in the city.Shoppers stop EOSS starts on 16 Feb. in this time there are no other sale in the city.

-- 6060 --


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WEST SIDEWEST SIDE

UPTO 50% offUPTO 50% off

Dinner plates & trays Rs.50/- Dinner plates & trays Rs.50/-

Ladies & kids T-shirts Rs.99/- Ladies & kids T-shirts Rs.99/-

Ladies kurtas - Rs.199/- Ladies kurtas - Rs.199/-

Mens Shirts Rs.299/- Mens Shirts Rs.299/-

Get an additional 5% discount on HSBC credit cards.Get an additional 5% discount on HSBC credit cards.

-- 6161 --


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Print Ads only in Indian Express. Print Ads only in Indian Express.

Less visibility in the city in terms of outdoor campaign Less visibility in the city in terms of outdoor campaign

No Radio spot. No Radio spot.

Analysis

Marketing what role to do promotions play in influencing buying behaviors?

A survey by kids tuff promos & events of 2612 consumers in 10 cities shows that 47% of

people go for repeat purchases if there are offers.

So promotions not only help in creating demand for brand, but also help convert a future

purchase intention into action.

-- 6262 --


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While it carries a lot of expected results, the survey clearly shows the way to the future.

The retail end of the survey, conducted across 820 stores in 10 cities, shows that

promotions work well in modern retail outlets as they score over kirana shops in range,

Convenience and service. While kirana stores are still popular, they often lose out on the

high-value products.

So high-involvement categories such as liquid detergents, and high-end skin and hair care

products do particularly well in a modern retail outlets. While modern retail contribution

to FMCG sales is not very high, marketers arent complaining in metros, for instance,

modern retail outlets bring in over 20% of sales. And they are growing faster thantraditional kirana shops. As a result marketers are conceiving Localized promotions in

these formats just as they did, with not as much success with outlets.

The second interesting find is how tech savvy the new retail consumer, who goes to malls

as much for shopping as for entertainment, is about 59% of mall goers had participated in

a promotion through SMS and over the telephone, 44% through contest and only 28%

used the traditional scratch cards.

-- 6363 --


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SWOT ANALYSIS OF HYDERABAD CENTRAL

STRENGTH WEAKNESS

Choice of best brands Parking for two wheelers

Every thing available on place. High pricing

Prime location Non availability of diff. size

Good Offers

Food courts and food bazar

-- 6464 --


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OPPORTUNITY THREATS

Multiplex New Malls in the city

Restaurants Super Value Store

We can solve the problem of low sales by multiple cause diagrams.

-- 6565 --CONFUSINGCONFUSING

LAYOUTLAYOUT

SALESSALES

TRAININGTRAINING

HIGH PRICEHIGH PRICE

LOW LEVEL OFLOW LEVEL OF

MOTIVATIONMOTIVATION

TO SALESTO SALES

FORCEFORCE

POSITIONINGPOSITIONING

STRATEGYSTRATEGY

MATCHMATCH

WITHWITH

THETHE

PREMIUPREMIU

MM

High expHigh exp

onon

maintainmaintain

PROPERPROPER

TRAININTRAININ

GG

FORFOR

EITTIQUEEITTIQUE

TFTF

Made forMade for

onlyonly

H.N.I.H.N.I.

BigBig

brandsbrands


66/67

1 .www.pantaloon.com

2.Monthly business Today

-- 6666 --

BIBLIOGRAPHYBIBLIOGRAPHY

Low salesLow sales

NEEDNEEDFORFOR

COMPULCOMPUL

RYRY

TRANINGTRANING

BENEFITBENEFIT

SELLINGSELLING

F.B. isF.B. is

convenienconvenien

t on 1 or 0t on 1 or 0

..

Display ofDisplay of

product isproduct is

notnot

correctcorrect

FloorFloor

selectionselection

is notis not

goodgood

LowLow

moralemoraleImplementImplement

somesome

benefitbenefit

planplan

NONO

INCENTIINCENTI

VE FORVE FOR

C.S.AC.S.A


67/67

3.Mall Survey

4. Google

Documents

Project on Malls