RETAIL FORMATS AND

RETAIL MIX

GROUP-1

124105-ANANT LODHA124136-RIKIN DOSHI114136- MISHAL GOLECHHA124233- KRUPALI PATEL

Hypermarket

A hypermarket is a superstore combining a supermarket and a department store.

The result is an expensive retail facility carrying a wide range of products under one roof, including full groceries lines and general merchandise.

They work on the concept of One-stop shopping

They have a huge layout and no frills strategy to entice buyers.

Product Categories in Hyper City

Hyper City has the following categories of goods:

Food & Grocery Health & Beauty

Home & Furniture Fashion

Electronics Toys

Sports Private Brands

Private Brands

In-House Brands

Food and Groceries

Everyday Fresh Basket

Waitrose Terzo

Home

Ebano

Avorio

Fashion

Joojoobs

CITY Style

River inc.

In-House Brands

Hyper City Discovery Card

IntroductionDepartment store are retailers that carry broad variety and deep assortment, offer customer service and organize their stores into distinct department displaying merchandise.

Shoppers Stop is an Indian department store chain promoted by the K Raheja Corp Group (Chandru L Raheja Group), started in the year 1991 with its first store in Andheri, Mumbai.

Shoppers Stop is one of the leading retail stores ad flagship business of departmental store in India.

Shoppers Stop began by operating a chain of department stores under the name “Shoppers’ Stop” in India. Shoppers Stop has 61 stores across the country.

MerchandisingShoppers 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.

Shoppers Stop retails merchandise under its own labels, such as STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein, Acropolis etc.

The company also licensees for Austin Reed (London), an international brand.

Format

It is based on the Brick and mortar model.

The website retails all the products available at Shoppers Stop stores, including apparel, cosmetics and accessories.

Shoppers Stop launched its e-store with delivery across major cities in India in 2008 & they enter in the Brick & Click model.

Location

It is located in the prime location of the city where young generation foot falls are more.

In Ahmedabad it is located in Alpha One Mall, Vastrapur.

Majority times, they prefer to open store at ground & first floor to attract more customers.

Layout & Design

Free flow layout

Store within a store

Every brand provided with separate area

Billing counter located at the center or back side

No stocking below knee level

Trial rooms at both corners

PromotionFirst citizen card

The name "First Citizen" reflects our commitment to offering you the ultimate shopping experience. As a First Citizen, your shopping experience becomes even more enjoyable with:

Reward Points for every time you shop at Shoppers Stop.

Exclusive benefits & privileges.

Exclusive offers ever so often.

Updates on what you can look forward to shop for at Shoppers Stop.

Gift Voucher

Shoppers Stop is not about shopping, it's an experience you feel. Likewise, Shoppers Stop Gift Vouchers are not about gifting, they symbolise the joy of living!

Personal Gifting , Wish your loved ones on their special days with our Gift Vouchers.

Happy Anniversary, Happy Diwali, Happy Birthday or just congratulate them for their success

PricingShoppers Stop follows Premium Pricing Strategy that includes selling of High Quality Products at a High Price.

Shoppers stop caters to different segments of the consumers.

Human Resource

Every brand had at least one employee

rained and well dressed

Less work force as compared to size of the store.

Reliance Fresh

IntroductionThe super market largely concentrate on selling food related product and considerably smaller in size compared to hyper market.

Their value proposition is different from the hyper market.

This super markets offers relatively less assortment but focuses on product categories.

They focus on convenience and affordability rather on price.

Reliance Fresh

Type: Supermarket

Area: 2000-4000 sq. ft

Fresh and low price Groceries

Private label- own products

Contract farming

It is positioned as a pure play super market focusing on categories like food, FMCG, home, consumer durables, IT and wellness, with food accounting for the bulk of the business.

Place

Usually located in small commercial complexes close to 3-4 residential areas

Observation: close to cross roads (ex: near anjali cross road)

Enjoy a clear view from the road

Almost in all major areas : Vastrapur, Maninagar, Shahibaug, thaltej etc.

Product RangeProduct Mix consists of Fresh Fruits, Vegetables, Dairy products, Frozen items, Groceries, cosmetics, and daily use products

House hold items

Groceries- only private label

Food and beverages- all premiere brand and private label

Less assortment but focus on specific product categories like vegetables, dairy products, detergents, fruits and daily use items

Strictly vegetarian

Ready to eat items

Presentation

The pure foods convenience store model of Reliance Fresh requires far less space than a full-fledges supermarket

Most of these outlets are about 2000-5000 sq. ft.

Simple, colorful but cramped

Separate entry and exit point

Chocolates and other kids items were nearby cash counter

Vegetables and fruits items were in display near entry gate

Promotion

Main idea- make bulk purchase

Saturday and Sunday are considered as discount and scheme day

Rebates and Premiums focusing on bill value

Audio visual tools been employed

Reliance fresh membership card- Reliance One

Pricing

Low prized private labels

Discount on bulk buying

Measures taken to reduce the length of Supply Chain thereby purchase directly from farmers, which is in turn sent to distribution center

Two times supply of vegetable and fruits daily to ensure “fresh”

Private Labels

Reliance fresh’s shelves provide an indication that the group is looking for higher margins. Most of the staples are under its own private label brand

Very little space given to the big brand owners in the country

Less space: Nestle Maggi, MTR masala, Pepsi, Lay’s Chips

Reason is high marginsPrivate labels offer far better profit margin to the retailer than branded products of FMCG companies

Personnel

They have two shift staff for small stores and three shift staff for larger ones

5 to 6 sales persons per shift

Staff uniform: red, green and blue

1 week training given to staff

Amiable staff but poorly informed

Hyper Market

Advantages

oStocks and sells enlarge number of FMCG

oDifferent brand of merchandise available

oFamily store

Disadvantages

oHuge capital investment and place required for operations

oLack of personal attention

oResemblance of warehouse rather than store

Super Market

Advantages

Located near residential area

Wider variety of goods

Proper personal attention to customers

More attractive look wise

Disadvantages

Costlier product than a hyper market

Less choice availability to consumer

Lack of skillful staff

Thank You