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 thank Mr. (ASST. MARKETING MANAGER) and Mr. (Sr.
MARKETING EXECUTIVE) for their great support for successful completion of this
project.
Working 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 this
project.

Date:
Place: Vijay Kumar. O

-1-
 CONTENT

S.No. TOPIC PAGE NUMBER

1. INSTITUTE CERTIFICATE

2. COMPANY CERTIFICATE

3. ACKNOWLEDGEMENTS 1
ABSTRACT OR EXECUTIVE
4. 3
SUMMARY
INTRODUCTION TO THE TOPIC AND

5. REASONS FOR SELECTING THE 5

TOPIC
COMPANY / ORGANIZATION
6. 13
PROFILE
7. OBJECTIVE & SCOPE 25

8. RESEARCH METHODOLOGY 26

9. DATA ANALYSIS 35

10. OBSERVATION & FINDINGS 54

11. SUGGESTIONS 65

12. BIBLIOGRAPHY 66

-2-
 EXECUTIVE SUMMARY

1. TITLE

“A STUDY ON EFFECTIVENESS OF SALES PROMOTION AT

HYDERABAD CENTRAL “

2. BACK GROUND OF THE STUDY

This study is conducted for HYDERABAD CENTRAL at HYDERABAD, by

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

student as requirement for partial fulfillment for MBA.

PANTALOON RETAIL INDIA LIMITED is India’s leading retailers and has

been promoted by the KISHORE BIYANI,

3. Objectives

The objectives of the study include.

1) To study the organization’s history, structure and present

functioning.

2) To study the competitive analysis of Hyderabad central.

3) To suggest the necessary changes and improvement with use

of data analysis.

-3-
4. Research Methodology

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

questionnaire and the data has been collected by interviewing and observations

5. Data collection & Interpretation

It includes cross tabulation of questionnaire by classification of responses and

frequency distribution and appropriate graphical representation question with

comments.

6. Observations & Findings

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

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

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

objectives.

7. Limitation of the study

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

data collection and of the time limit.

8. Suggestion

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

strategy and widen company’s market.

-4-
 INTRODUCTION AND REASONS FOR SELECTING THE TOPIC

In 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 have
been 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. meters
with fragmented keerana stores being the predominant players. Retailing in India has
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.

-5-
 • 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 to
85% 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 retail
to 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 employees
directly.

-6-
 Reason for selecting the topic

There are two Big festival in Indian context

Diwali

Christmas

when 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 season

.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 promotion

effective.

FACTORS WHERE WE ARE KEEP CONCENTRATE ON.

MEDIA

EVENTS

TIE-UP

CONTEST

-7-
 MEDIA

For Print Media we made a contact with these company.

Hyderabad Times (Daily)

Indian Times (Daily)

Eenadu (Daily)

Vaartha

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

For Hoarding we used private agencies.

-8-
 EVENTS
There are different types of events for Kids on the Christmas festival.

FANCY DRESS

Painting Competition

Magic Show

Fun with Santa

Fun with Artists

Naughty and Nice Deeds WITH SANTA

FUN WITH S

DANCE COMPETITION

Mr. NAUGHTY & Ms. NICE – Photography Competition

We had contact with lambda live for weekends

-9-
 Kids 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 – up

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

Prestige

Giardano

Ardinox

Videocon

Koryo

- 10 -
 CONTEST

On the Christmas occasion we had different type of contest.

Every weekend we are organized lucky draw for customers.

There are different types of prizes for every hours, like

 Koryo Color Television

 Koryo Microwave Oven

 Koryo Music System

 Koryo Electric Kettle

 Koryo Steam Iron.

We have city fame live band for every weekend.

- 11 -
Apart for this we have final lucky draw for Naughty and Nice Season,

Prizes are as follows.

2 Videocon 20” L.C.D Screen.

8 Apple I-Pods.

6 World Space Radio.

- 12 -
Welcome 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 with

early birds like K. Raheja Group’s Shoppers’ Stop, Kishore Biyani’s Pantaloon’s.

EVOLUTION OF INDIAN RETAIL:

Modern
Historic/Rur Traditional/Per Government
Formats/
Formats/
al Reach vasive Reach Supported
International
Exclusive Brand
Outlets
Hyper/Super
Markets
Department
Stores
PDS Outlets Shopping Malls
Khadi Stores
Cooperatives
Convenience
Stores
Mom and
Weekly Pop/Kiranas
Markets
Village Fairs
Melas
Shopping
Source of Neighborhood Availability/
Experience/Efficienc
Entertainmen Stores/Convenie Low Costs /
y
t nce Distribution

- 13 -
• Traditionally retailing in India can be traced to

o The emergence of the neighborhood ‘Kirana’ stores catering to the

convenience of the consumers

o Era of government support for rural retail : Indigenous franchise model of

store chains run by Khadi & Village Industries Commission

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

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

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

o Later Titan successfully created an organized retailing concept and

established a series of showrooms for its premium watches

- 14 -
 o The latter half of the 1990s saw a fresh wave of entrants with a shift from
Manufactures to Pure Retailers.

o For e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet M
and Music World in music; Crossword and Fountainhead in books.

o Post 1995 onwards saw an emergence of shopping centers,

o Mainly in urban areas, with facilities like car parking

o Targeted to provide a complete destination experience for all segments

of society

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

V’s - Value, Variety and

Volume

o Expanding target consumer segment: The Sachet revolution - example of

reaching to the bottom of the pyramid

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

- 15 -
 Retailing formats in india

Malls

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 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:

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

- 16 -
 Department 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/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.

- 17 -
 Convenience 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.

MBO’s

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

- 18 -
 THE CHANGING FACTOR

1. THE CHANGING INDIAN CONSUMER:-

CONSUMER:-

1. Greater per capita income

 Increase in disposable income of middle class households

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

2. Growing high and middle income population

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

3. Affordability growth

a. Falling interest rates

b. Easier consumer credit

c. Greater variety and quality at all price points

4. The urban consumer

a. Getting exposed to international lifestyles

b. Inclined to acquiring asset

c. More discerning and demanding than ever

5. No longer need-based shopping

a. Shopping is a family experience

- 19 -
 6. Changing Mindset

a. Increasing tendency to spend

b. Post Liberalization children coming of age

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

c. Greater levels of education

2. INDUSTRY DYNAMICS:-

a) Low domestic competition

 Because of fragmented nature of industry

b) Lack of exposure to global best practices

 Low entry barriers for unorganized retailing

 Moderate entry barriers for organized retailing

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

d) Non level playing field issues

 Wide differences in treatment of small and large retailers

3 GROWTH FACTORS:-
FACTORS:-

a) Growth determining factors

 Government Policy

 Infrastructure development

 GDP growth

 Employment generation and job creation

- 20 -
  In several new sunrise industries

Recent Trends

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

graph

• INDIA is rated the fifth most attractive emerging REATIL market: a potential
goldmine.

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

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

stores is estimated at 24%

• Ranked second in a Global REATIL Development Index of 30 developing

countries drawn up by AT Kearney.

- 21 -
 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: Nearly 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 :

serve 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)

- 22 -
 Recent Trends contd.

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

on the web Multiple drivers leading to a consumption boom:

Favorable demographics

Growth in income

Increasing population of women

Raising aspirations : Value added goods sales

Food and apparel retailing key drivers of growth

Organized retailing in INDIA has been largely an urban phenomenon with

affluent classes and growing number of double-income households.

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

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

laws.

- 23 -
 Rural markets emerging as a huge opportunity for retailers

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

consumption

ITC is experimenting with retailing through its e-Choupal and Choupal

Sagar – rural hypermarkets.

HLL is using its Project Shakti initiative – leveraging women self-help

groups – to explore the rural market.

Mahamaza is leveraging technology and network marketing concepts

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 eBay
to radically change buying behavior across the globe.

‘e-tailing’ slowly making its presence felt.

Companies using their own web portal or tie-sups.

tie-sups.

- 24 -
9. Objectives

MAIN OBJECTIVES
“To Understand the need of having a Promotion”
Promotion”

SUB OBJECTIVES
When we do Promotion For Shopping Mall.

Why we have need of Promotion.

Who is target segment of Particulars segments

Elements Of Promotions

- 25 -
 RESEARCH 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 methodology is 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 the

various 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 the

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

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

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

to certain problems and other will not.

The predefined objective can be achieved by following ways:

o Studying the buying behavior of customer.

o Comparing sales of different players.

- 26 -
 TYPE OF RESEARCH:

Personal 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 and

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

the data was available in interviewer’s statements. This was one of the main sources for

the project.

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

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

RESEARCH PROCESS:

Research 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 provided

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

1) Formulating the research problem

Formulation of research problem involves understanding the problem

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

view.

- 27 -
2) Extensive literature survey

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

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

can be used.

3) Development of working hypotheses Working hypotheses is a tentative

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

consequences.

4) Preparing the research design

The 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 of

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

expenditure of efforts, time and money.

5) Determining the sample design

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

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

o Simple Sampling

o Random sampling

o Systematic Random Sampling

o Stratified Sampling

- 28 -
 o Quota Sampling

o Cluster and Area sampling

o Multistage Sampling

o Sequential Sampling

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

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

25.

6) Collection of data

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

should keep in mind two types of data viz.

- Primary Data

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

thus happen to be original in character.

- Secondary Data

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

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

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

Secondary data may be published or unpublished in nature

- 29 -
 Published data are available in:

o Publications of central, state and local newspapers

o Publication of foreign government or of international bodies

o Technical or trade journals

o Books, magazines and newspapers and Internet

o Public record and statistics, historical documents and sources of

public information.

Data Collection

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

Methods of Data Collection

• Personal Interview

• Questionnaire

• Observations

- 30 -
 7) Analysis of data

Analysis of data can of two types:

- Quantitative analysis

- Qualitative analysis

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

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

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

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

formulae.

8) Preparation of Reports

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

prepared according to the report writing principles.

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

maintained throughout the report.

Once 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 that

- 31 -
reliable 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.

Editing -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 the

process 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.

Coding - 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 is

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

Coding involves two steps:

The 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.

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

counting the number of cases that belongs to each categories.

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

count. It’s 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,

generally both type of tabulation is used.

- 32 -
Analysis and interpretation: - analysis and interpretation are the central steps in the

research process. The goal of analysis is to summaries the

Collected 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.

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

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

interpretation and interpretation cannot proceed without analysis.

- 33 -
 RESEARCH METHODOLOGY

KEY FINDINGS

On my observation I found that there is a lot of potential in the Indian retail market .

Hyderabad central is the biggest and most prestigious shopping mall in Hyderabad.

 Walk-ins and customer conversion rate is significantly high in compare to other

malls like shoppers stop, Life style and west sides.

 Hyderabad central stands very strongly in terms of revenue as well as profit.

 In Hyderabad central there are around 300 brands are available which is not found

any shopping malls of Hyderabad.

 In this sale period between 24 JAN. to 11 FEB. 07 HYDERABAD CENTRAL

enjoyed due to over achieving its sales target .

 Customers of Hyderabad central are brand and quality conscious instead of price

and quantity conscious.

 Most of the customers are very satisfied after having good shopping experience in

Hyderabad central.

- 34 -
  Contribution 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.

DATA ANALYSIS

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

•Interviews held on weekdays and weekend.

•Interviews were held across all levels.

Q 1) How frequently do you visit Central?

Respondent Response
This is my 1st visit 11% Th is is m y F irs t
Once in a week 13%
O t h e rs V is it
Once in a fortnight 1 113%
% 11%
Once a month 31% Th is is m y F irs t V is it
Once in 2-3 months 21% O nc e a W eek O nc e a W eek
Others O n c e in 2 -3 M o n t11%
hs 13%
21% O n c e in a F o rtn ig h t

O n c e in a F o rt n ig h t O nc e a M onth
13% O n c e in 2 -3 M o n t h s
O th e rs
O nc e a M onth
31%
- 35 -
2).Which Departments did you purchase from?

Department Visitors
Men’s Wear 48 %
Women’s wear 28 %
Kid’s Wear 15 %
Foot Wear 9 %
Inner wear 4 %
Accessories 9 %
Cosmetics and Fragrances 5 %
Jewelry and watches 2%
Book Music and Stationary 1%
Food60
Bazaar 38 %
Others M en's
3 % W ear
50 W om en's W ear
K id's W ear
40 F ootw ear
% of People

Inner W ear
30
A c c es s ories
20 C os m etic s and F ragranc es
Jew elry and W atc hes
10 B ook s M us ic and S tationary
- 36 - F ood B az aar
0
O thers
D e p a rtm e n ts
3) Can you Name the promotion running in the mall.

Awareness Yes 15 %
No. 85 %

- 37 -
 Awareness About the Promotion

Aware
15%

Aware
Not Aware

Not Aware
85%

4) Where did you hear about this promotion?

FRIENDS/RELATIVES 7%
O t h e rs
NEWS PAPER ADVTISMENT F rie n d s / R e la t ive s 37 %
HOARDINGS 7% 7% 3%
F rie n d s / R e la t ive s
INSTORE DISPLAY 46 %
OTHERS 7% N e w s p a p e r A d vt .
N e w s p a p e r A d vt . H o a rd in g s / B illb o a rd s
In s t o re D is p la y s 37% In s t o re D is p la y s
46%
H o a rd in g s / O t h e rs
B illb o a rd s
- 338%-
5) Which communication/ displays did you see for CENTRAL
‘The Naughty and Nice Season’ during your visit?

80

70

60
People

50
- 39 -

40
6) Which offers did you see for CENTRAL ‘The Naughty and Nice Season’ during
your visit?

60
recall the

50
40
- 40 -
n
 7) Please rate your overall satisfaction with your shopping experience at
CENTRAL

Excellent 20 %
Good 60 %
Satisfactory 15 %
Not Very Good 4%
Poor 1%

Poor
1%
Not very Good
4% Excellent
Satisfactory 20%
Excellent
15%
Good
Satisfactory
Not very Good
Poor
Good
60%
Ov erall Satisfaction

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

- 41 -
8) Please specify which of these outlets you have visited
in the last one month?

Shopper’s Stop 50
Life Style 42
Westside 22
Chermas 29
WhiteHouse 31

50
45
Shopper’s Stop
40
35 Life Style
30
25 Westside

20
Chermas
15
10 WhiteHouse
5
0

- 42 -
9) Please specify your Age Group:

Age group Percentage

<= 18 1%
19-25 years 32 %
26-35 years 48 %
36-45 years 9%
> 45 Years 10 %

>45 years
10% <=18 years
1%
36-45 years 19-25 years
9% <=18 years
32%
19-25 years
26-35 years
36-45 years
>45 years

26-35 years
48%
Age Group

- 43 -
10) Gender

Gender Percentage
Male 58 %
Female 42 %

Female
42% Male
Male Female
58%

Gender

- 44 -
11) Please tell us your present occupation:

Type Percentage
Salaried 54 %
Govt. Service 2%
Self Employed 11 %
Retired 3%
HouseWise 13 %
Unemployed 3%
Others 14 %

K Not Given
13% 1%
A (Salaried)
J B (Govt. Service)
3%
C (Self employed)
E D (Retired)
13% A
E (Housewife)
D 54%
J (Unemployed)
3%
K (Others)
C B Not given
11% 2%
Occupation

- 45 -
Locality

Zone Wise Percentage

Zone 1 31 %
Zone 2 12 %
Zone 3 19 %
Zone 4 16 %
Outstation 7%
Not Answered 15 %

Not A ns wered
15% Zone 1
Zone 1
Out station 31% Zone 2
7%
Zone 3
Zone 4 Zone 4
16% Out station
Zone 2
Not A nswered
Zone 3 12%
19%
Locality

- 46 -
Zone 1 – Banjara Hills , Jubilee Hills, Nanda Giri Hills , Ameer Pet , Khairatabad , SR
Nagar.

Zone 2 –Abids , Koti, Hi-Tech City, Madavpur, Punjagutta,Begumpet, Sec’Bad, Tarnaka,

Tirumala Hills,Shivam.

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

Zone 4 – Lbnagar, Old city, Afjulgunz, Borabanda

Out station - Mumbai, Bangalore, Chennai, Delhi,

- 47 -
Comments on Store Layout

Positive:
Positive:

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

Free car parking works in favor of Central since no other mall offers
this feature.


Negative:
Negative:

o Insufficient seating area:

Shopping is exhausting & there aren’t enough places to rest.

o Not enough trial rooms.

o Car parking becomes problematic on weekends.

o Not enough 2 –wheeler parking space.

- 48 -
Comments on Store Variety

Positive:

Good variety/ collection

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

and can finish their shopping under one roof.

Negative:

Limited stock in large sizes/ under certain brands.

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

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

Collection could have been better Women’s footwear, ladies kurtas,

sports items and toys.

Kids collection not great compared to the other malls.

Exclusive party wear section should be introduced.

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Comments on Announcements/ Music

Positive:
Music was very upbeat and matched the upbeat tempo of the store (this was the
reaction from level 3) .

Negative:
Announcements not audible (for the first few days- people gave more positive
feedback

from the 24th of December).

The English accent was difficult to understand for many.

Announcement of Offers should be more frequent.

The announcements did not catch the attention of many.

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

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Sale / walk-in analysis (December’06 vs. January’07)

Inference

Highlights of the month

Local Initiatives @ Central

Income statement

Expense statement

Competitor Track.

Plans for February’07

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Highlights of the promotion – End Of Season Sale

End Of Season Sale

•The EOSS started from 25th Jan, with a soft launch from the 22nd Jan.

• A special preview was organized on the 23rd – Idea customers and 24th – For families
of ‘Defence personnels’.

• 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.

• All the families of ‘Defence personnels’ based in Hyderabad were sent a e-mail about
the Hyderabad Central’s EOSS and were invited for an exclusive preview on the 24th.

• All the leading societies, IT companies,BPO’s and multiplexes were branded with
EOSS Upto 50% Off.

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 Top offers during EOSS

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

A rrow - upto 50% off P epe - up to 60% off.
park avenue -flat25% off Lee- up to 50% off.
Indigo nation-flat30% off W rangler up to 50% off
P rovogue-upto 50% S py k ar up to 50% off
John P lay ers - flat 40% off Levis up to 30% off.
D oc k ers -upto 40% off Lee C ooper flat 30% off

L a d ie s & Kid s O ffe rs

S c ullers for Her - B uy 2 get 1B IB A - Up to 50% off
S c ullers for Her - B uy 3 get 2W - B uy 2 G et 1 Free
rem anik a - Flat 30% ZA P P - Flat 40%
B iz arre - upto 50% W E E K E NDE R - Up to 50% off
A ND - upto 50% RUF F K IDS - Up to 50% off
G FO - upto 50%

Refreshments for customers

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

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 Society & IT company branding

Outdoor hoardings – Total 32 hoardings

Highlight of the Month: EOSS @ CENTRAL

Observations

• 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 on

all the offerings across the store.

• 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).

• The contribution by the Men’s formal floor also indicates that the general buying has

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

Friday during the period of the match..

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

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

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

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Press Advertisements

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

•We had a new year offer from 1st – 7th Jan’07, wherein customers shopping for
Rs.5000/- & above availed of a free Central Gift voucher worth Rs.501/-

• In all we issued 255 GV’s, out of which 209 GV’s were reedemed.That is, around 82%
of the GV’s were reedemed.

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

Local Initiatives – Sponsorship of SIMC event - Decibel

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Local Initiatives – Sponsorship of ISB&M event-Crescendo’07

Hyderabad Central had sponsored the ISB&M ‘Crescendo’07’ – an annual event, where
singers

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

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 Hyderabad
Central.

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

dance.

Local Initiatives – Sponsorship of ISB&M event-Crescendo’07

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

and was came down.

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Local Initiatives – “Boli lagao ghar le jao”

Hyderabad Central had a weekend auction event on 20th. & 21st Jan’07 – “Boli lagao
ghar le

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, Electric

kettle for auction.

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

spots.

Local Initiatives – tie up with Radio Mirchi

Hyderabad 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”.

The 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/-.

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

for callers.

The winner of the contest also had Online Broadcasting at Hyderabad Central, while his
family

shopped, ate and celebrated.

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EOSS by other retail major.
Life Style

•Sale UPTO 70% Off – 26th Jan – 25th Feb.

• Great weekend offer from 26th to 28th Jan’07

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

become a ‘Pyramid Power Club Member’.

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

•Additional 5% discount for ‘Pyramid Power Club Members’ till 25th Feb

- 59 -
•Advertising medium used:

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

2.Radio spot – Campaign highlighting Upto 70% off

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

SHOPPERS STOP

•Corelle Exchange Offer – Upto 20% discount.

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

on display.

At 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.

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 WEST SIDE

UPTO 50% off

• Dinner plates & trays – Rs.50/-

• Ladies & kids T-shirts – Rs.99/-

• Ladies kurtas - Rs.199/-

• Men’s Shirts – Rs.299/-

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

- 61 -
• Print Ads only in Indian Express.

• Less visibility in the city in terms of outdoor campaign

• 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.

- 62 -
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 aren’t complaining in metros, for instance,
modern retail outlets bring in over 20% of sales. And they are growing faster than
traditional 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.

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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

- 64 -
OPPORTUNITY THREATS

Multiplex New Malls in the city

Restaurants Super Value Store

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

High exp
on Big
maintain brands

HIGH PRICE Made for

PROPER
only
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selection product is
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F.B. is
convenien
t on 1 or 0
.

Low sales

NEED
FOR
COMPUL Low Implement NO
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BENEFIT
SELLING

BIBLIOGRAPHY

1 .www.pantaloon.com

2.Monthly business Today

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3.Mall Survey

4. Google

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