• Like
  • Save
Hyper city (Gap Analysis)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Hyper city (Gap Analysis)

  • 3,563 views
Published

Conducted a Gap Analysis for Hyper City, Bangalore as an assignment for Retail Marketing

Conducted a Gap Analysis for Hyper City, Bangalore as an assignment for Retail Marketing

Published in Business , Self Improvement
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • hi can u mail me this ppt plz i am tryin to do a swot analysis please at utsaaroy@yahoo.co.in
    Are you sure you want to
    Your message goes here
    Be the first to like this
No Downloads

Views

Total Views
3,563
On SlideShare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
0
Comments
1
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. RETAILING MANAGEMENT
    GAP ANALYSIS OF HYPER CITY
  • 2. Management of Retail Enterprise
    • According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India retail industry is the most promising emerging market for investment. The Indian retail industry is the fifth largest in the world.
    • 3. In today's retail environment the competition has increased drastically. Understanding how to provide top-notch customer service, merchandising and marketing is critical to maintain market share.
  • .
    Future of Retail in India
  • 4. Organized Retail Market In India
  • 5. Hyper city
    • Location: It is located in a modern hub, central marathalli. Located across 1.5 lakh sq. feet and has two floors, self service with the sales force helping out( assorted self -service)
    • 6. Population: It caters to the IT and ITES segment, who have migrated into the city.
    Elite customers, expect relatively high end service.
    This project has been undertaken to study the Gaps in Hyper city and give recommendations for the same.
  • 7. Hyper city
    Competition
    • Largest in size .
    • 8. Closest in radius – Reliance Fresh, City super market.
    Personal Factors
    • Working couples, busy lives
    • 9. Well travelled, expect western type of service
    • 10. Large customer base leaning towards full nest 1, with small children.
    Traffic
    • From in around Marathalli– gated communities, flats and apartments.
  • GAP Analysis
    • Gap analysis:is a tool that helps a company to compare its actual performance with its potential performance.
    • 11. The goal of gap analysis is to identify the gap between the optimized allocation and integration of the inputs (resources) and the current level of allocation.
    • 12. It can be performed at the strategic or operational level of an organization.
  • GAP Analysis For Hyper City
    Store layout – The store follows both grid and free flow arrangement.
    Customers are allowed to enter and exit from the same entrance. Exit and entry should be at two ends of the store, the customer should pass through the entire store to exit.
    Also, the baggage left at the entrance has to be picked up by coming all the way back to the entrance, even if we at the other end of the store, after billing, so no motive of increasing basket size.
    Once the customer leaves from the entrance, and re – enters immediately, no security check is carried out.
  • 13. GAP Analysis For Hyper City
    The entire floor space is vast, very tiring to walk across the entire length. Especially, for senior citizens, in fact the elevators which usually has to be their in front was present at the end of the store.
    High demand commodities - High traffic products should be kept in low traffic area, the like FMCG section and groceries but it was arranged right at the entrance of the store.
    6. High margin product - should be kept in high traffic area, however home décor which has very high margin product was situated in the first floor at the extreme corner.
  • 14. GAP Analysis For Hyper City
    The entire floor space is vast, very tiring to walk across the entire length. Especially, for senior citizens, in fact the elevators which usually has to be their in front was present at the end of the store.
    High demand commodities - High traffic products should be kept in low traffic area, the like FMCG section and groceries but it was arranged right at the entrance of the store.
    6. High margin product - should be kept in high traffic area, however home décor which has very high margin product was situated in the first floor at the extreme corner.
  • 15. GAP Analysis For Hyper City
    Food courts should be on the last floor, so that customers will traverse the length and breadth of the mall , hyper city – had one coffee shop, which was located in the ground floor.
    Frequent restocking – items that need re-stockingshould be located near store rooms or cash register, hyper city – vegetables and FMCG are placed at the entrance, the extreme opposite from the store room.
    9. Higher margin products should displayed always at the eye level, which was not their ex- Arrangement of kurkure.
  • 16. GAP Analysis For Hyper City
    Food courts should be on the last floor, so that customers will traverse the length and breadth of the mall , hyper city – had one coffee shop, which was located in the ground floor.
    Frequent restocking – items that need re-stockingshould be located near store rooms or cash register, hyper city – vegetables and FMCG are placed at the entrance, the extreme opposite from the store room.
    9. Higher margin products should displayed always at the eye level, which was not their ex- Arrangement of kurkure.
  • 17. GAP Analysis For Hyper City
    Food courts should be on the last floor, so that customers will traverse the length and breadth of the mall , hyper city – had one coffee shop, which was located in the ground floor.
    Frequent restocking – items that need re-stockingshould be located near store rooms or cash register, hyper city – vegetables and FMCG are placed at the entrance, the extreme opposite from the store room.
    9. Higher margin products should displayed always at the eye level, which was not their ex- Arrangement of kurkure.
  • 18.
  • 19. GAP Analysis For Hyper City
    Merchandising
    Complementary items-
    .Cutlery is hanging on shelves right next to chips display – in no way connected.
    Pedisure (baby food) in the middle of the store – it should be placed closer to complementary items like diapers, that would increase basket size.
    .Baby food measuring spoons displayed in the cooking dep.
    .Ketchup and popcorn kept together, Maggie and ketchup to be kept together
  • 20. GAP Analysis For Hyper City
    Merchandising
    Complementary items-
    .Cutlery is hanging on shelves right next to chips display – in no way connected.
    Pedisure (baby food) in the middle of the store – it should be placed closer to complementary items like diapers, that would increase basket size.
    .Baby food measuring spoons displayed in the cooking dep.
    .Ketchup and popcorn kept together, Maggie and ketchup to be kept together
  • 21. GAP Analysis For Hyper City
    Merchandising
    Complementary items-
    .Cutlery is hanging on shelves right next to chips display – in no way connected.
    Pedisure (baby food) in the middle of the store – it should be placed closer to complementary items like diapers, that would increase basket size.
    .Baby food measuring spoons displayed in the cooking dep.
    .Ketchup and popcorn kept together, Maggie and ketchup to be kept together
  • 22. GAP Analysis For Hyper City
    Merchandising
    Complementary items-
    .Cutlery is hanging on shelves right next to chips display – in no way connected.
    Pedisure (baby food) in the middle of the store – it should be placed closer to complementary items like diapers, that would increase basket size.
    .Baby food measuring spoons displayed in the cooking dep.
    .Ketchup and popcorn kept together, Maggie and ketchup to be kept together
  • 23. GAP Analysis For Hyper City
    5. Tobasco sauce was displayed next to the groceries section.
    6. Bread, butter and jam kept at three extreme locations in the store.
    7. Diapers – next to insect repellents and agarbatti.
    8. Only two types of head phones on display (inexpensive)
  • 24. GAP Analysis For Hyper City
    5. Tobasco sauce was displayed next to the groceries section.
    6. Bread, butter and jam kept at three extreme locations in the store.
    7. Diapers – next to insect repellents and agarbatti.
    8. Only two types of head phones on display (inexpensive)
  • 25. GAP Analysis For Hyper City
    Vaseline body creams was displayed in the electronics item section.
    Body cream was kept with all – out mosquito coils.
    Wrong kind of merchandising - lots of sandals in women section but lack of sports shoes and formal shoes for them.
    12. Products displayed – all same size, but under different prizes with many price tags.
  • GAP Analysis For Hyper City
    Vaseline body creams was displayed in the electronics item section.
    Body cream was kept with all – out mosquito coils.
    Wrong kind of merchandising - lots of sandals in women section but lack of sports shoes and formal shoes for them.
    12. Products displayed – all same size, but under different prizes with many price tags.
  • GAP Analysis For Hyper City
    Vaseline body creams was displayed in the electronics item section.
    Body cream was kept with all – out mosquito coils.
    Wrong kind of merchandising - lots of sandals in women section but lack of sports shoes and formal shoes for them.
    12. Products displayed – all same size, but under different prizes with many price tags.
  • GAP Analysis For Hyper City
    Vaseline body creams was displayed in the electronics item section.
    Body cream was kept with all – out mosquito coils.
    Wrong kind of merchandising - lots of sandals in women section but lack of sports shoes and formal shoes for them.
    12. Products displayed – all same size, but under different prizes with many price tags.
  • GAP Analysis For Hyper City
    Encouraging impulse purchases –
    1. Product design and placement should always aim to invite you to explore the product and may be pick them up too, unlike the arrangement at chips section.
    2. Situate the accessories, around the entrance, this will encourage impulse purchase
    3. If the entry and the exit is the same, this discourages customers from going through the store.
    4. FMCG, should be located right at the back past the low traffic areas. Here, the home linen section is placed right at the back after 30 aisles.
  • 34. GAP Analysis For Hyper City
    Encouraging impulse purchases –
    1. Product design and placement should always aim to invite you to explore the product and may be pick them up too, unlike the arrangement at chips section.
    2. Situate the accessories, around the entrance, this will encourage impulse purchase
    3. If the entry and the exit is the same, this discourages customers from going through the store.
    4. FMCG, should be located right at the back past the low traffic areas. Here, the home linen section is placed right at the back after 30 aisles.
  • 35. GAP Analysis For Hyper City
    Store design
    Exterior design
    1.Building does not have a canopy, which can provide shelter when it rains
    2. Parking lot does not have adequate lighting in the night.
    3. Dim lighting on the outside – not attractive
    Lighting
    No lighting signaling active counters for billing.
    Uneven brightness inside, it is easily observable inside the store itself where there is variation in the intensity of light.
    Lack of lighting in the sitting area of the book store (Cross word).
  • 36. GAP Analysis For Hyper City
    Store design
    Exterior design
    1.Building does not have a canopy, which can provide shelter when it rains
    2. Parking lot does not have adequate lighting in the night.
    3. Dim lighting on the outside – not attractive
    Lighting
    No lighting signaling active counters for billing.
    Uneven brightness inside, it is easily observable inside the store itself where there is variation in the intensity of light.
    Lack of lighting in the sitting area of the book store (Cross word).
  • 37. GAP Analysis For Hyper City
    Store design
    Exterior design
    1.Building does not have a canopy, which can provide shelter when it rains
    2. Parking lot does not have adequate lighting in the night.
    3. Dim lighting on the outside – not attractive
    Lighting
    No lighting signaling active counters for billing.
    Uneven brightness inside, it is easily observable inside the store itself where there is variation in the intensity of light.
    Lack of lighting in the sitting area of the book store (Cross word).
  • 38. GAP Analysis For Hyper City
    Store design
    Exterior design
    1.Building does not have a canopy, which can provide shelter when it rains
    2. Parking lot does not have adequate lighting in the night.
    3. Dim lighting on the outside – not attractive
    Lighting
    No lighting signaling active counters for billing.
    Uneven brightness inside, it is easily observable inside the store itself where there is variation in the intensity of light.
    Lack of lighting in the sitting area of the book store (Cross word).
  • 39. GAP Analysis For Hyper City
    Store design
    Exterior design
    1.Building does not have a canopy, which can provide shelter when it rains
    2. Parking lot does not have adequate lighting in the night.
    3. Dim lighting on the outside – not attractive
    Lighting
    No lighting signaling active counters for billing.
    Uneven brightness inside, it is easily observable inside the store itself where there is variation in the intensity of light.
    Lack of lighting in the sitting area of the book store (Cross word).
  • 40. GAP Analysis For Hyper City
    Ambience-
    Music
    1.No music in the store
    2.Flat screen TV display, at the entrance, very loud volume and extremely annoying.
    3.Later on they started playing, loud music in Telugu, not even in the regional language.
    Smell
    1.Strong smell of groceries
    2.Cold storage – nauseating ( even for non vegetarians)
    *Note - Expiry – frozen meat is over 6-8 months old ( note – even though it says “best before for 12 months”, but no one wants to buy that)
  • 41. GAP Analysis For Hyper City
    Ambience-
    Music
    1.No music in the store
    2.Flat screen TV display, at the entrance, very loud volume and extremely annoying.
    3.Later on they started playing, loud music in Telugu, not even in the regional language.
    Smell
    1.Strong smell of groceries
    2.Cold storage – nauseating ( even for non vegetarians)
    *Note - Expiry – frozen meat is over 6-8 months old ( note – even though it says “best before for 12 months”, but no one wants to buy that)
  • 42. GAP Analysis For Hyper City
    Ambience-
    Music
    1.No music in the store
    2.Flat screen TV display, at the entrance, very loud volume and extremely annoying.
    3.Later on they started playing, loud music in Telugu, not even in the regional language.
    Smell
    1.Strong smell of groceries
    2.Cold storage – nauseating ( even for non vegetarians)
    *Note - Expiry – frozen meat is over 6-8 months old ( note – even though it says “best before for 12 months”, but no one wants to buy that)
  • 43. GAP Analysis For Hyper City
    Seasonal considerations
    • Summer wardrobe was not yet on display, only emphasis was on World cup.
    • 44. Mannequins that display clothes – wear clothes that aren’t too attractive and also the figure had scratches and was discoloured.
    Sinage
    1.Fire exits and wash room signs not displayed clearly
    2.Hyper city logo was not maintained throughout the shop, seen only on some pillars – No uniformity
    3.No hyper city sinage even at the POS counter.
    4.“Wait rose” – Just displayed – no explanation of the brand or the section. It is actually high end commodities like soaps and vases etc.
  • 45. GAP Analysis For Hyper City
    Seasonal considerations
    • Summer wardrobe was not yet on display, only emphasis was on World cup.
    • 46. Mannequins that display clothes – wear clothes that aren’t too attractive and also the figure had scratches and was discoloured.
    Sinage
    1.Fire exits and wash room signs not displayed clearly
    2.Hyper city logo was not maintained throughout the shop, seen only on some pillars – No uniformity
    3.No hyper city sinage even at the POS counter.
    4.“Wait rose” – Just displayed – no explanation of the brand or the section. It is actually high end commodities like soaps and vases etc.
  • 47. GAP Analysis For Hyper City
    Seasonal considerations
    • Summer wardrobe was not yet on display, only emphasis was on World cup.
    • 48. Mannequins that display clothes – wear clothes that aren’t too attractive and also the figure had scratches and was discoloured.
    Sinage
    1.Fire exits and wash room signs not displayed clearly
    2.Hyper city logo was not maintained throughout the shop, seen only on some pillars – No uniformity
    3.No hyper city sinage even at the POS counter.
    4.“Wait rose” – Just displayed – no explanation of the brand or the section. It is actually high end commodities like soaps and vases etc.
  • 49. GAP Analysis For Hyper City
    Seasonal considerations
    • Summer wardrobe was not yet on display, only emphasis was on World cup.
    • 50. Mannequins that display clothes – wear clothes that aren’t too attractive and also the figure had scratches and was discoloured.
    Sinage
    1.Fire exits and wash room signs not displayed clearly
    2.Hyper city logo was not maintained throughout the shop, seen only on some pillars – No uniformity
    3.No hyper city sinage even at the POS counter.
    4.“Wait rose” – Just displayed – no explanation of the brand or the section. It is actually high end commodities like soaps and vases etc.
  • 51. GAP Analysis For Hyper City
    Seasonal considerations
    • Summer wardrobe was not yet on display, only emphasis was on World cup.
    • 52. Mannequins that display clothes – wear clothes that aren’t too attractive and also the figure had scratches and was discoloured.
    Sinage
    1.Fire exits and wash room signs not displayed clearly
    2.Hyper city logo was not maintained throughout the shop, seen only on some pillars – No uniformity
    3.No hyper city sinage even at the POS counter.
    4.“Wait rose” – Just displayed – no explanation of the brand or the section. It is actually high end commodities like soaps and vases etc.
  • 53. GAP Analysis For Hyper City
    Point of Sales counter
    Batteries are displayed in aisle 25, it should be placed at the counter.
    Condoms were found in aisle 27, also should be placed at the counter.
    No sinage of hyper city for its internal branding.
    There are 31 billing counters, half of them don’t work.
    No indication on whether it works until you reach that counter.
  • 54. GAP Analysis For Hyper City
    Promotions
    1.Hyper city has a loyalty program called Discovery Club – customers have to pay Rs. 200/- to join. Apart from their billing amount.
    2. Discounts and limited offers period was not promoted properly - ex- chips with Every day ketchup was not even visible.
    3. A promotion for daily gold offers was placed right at the end of the store. Should be a source of attraction to customers.
  • 55. GAP Analysis For Hyper City
    Promotions
    1.Hyper city has a loyalty program called Discovery Club – customers have to pay Rs. 200/- to join. Apart from their billing amount.
    2. Discounts and limited offers period was not promoted properly - ex- chips with Every day ketchup was not even visible.
    3. A promotion for daily gold offers was placed right at the end of the store. Should be a source of attraction to customers.
  • 56. GAP Analysis For Hyper City
    Safety/Sanitation measures
    Fire extinguisher are only two in number which is not at all sufficient to stop an incident.
    No separate rest rooms for customers, same for employees and customers
    Psychological factors are also considered important for merchandising stores.
    One cannot see the end of the store from the entrance.
    Entire store is colored white, effect is that the store is dull.
  • 57. GAP Analysis For Hyper City
    Safety/Sanitation measures
    Fire extinguisher are only two in number which is not at all sufficient to stop an incident.
    No separate rest rooms for customers, same for employees and customers
    Psychological factors are also considered important for merchandising stores.
    One cannot see the end of the store from the entrance.
    Entire store is colored white, effect is that the store is dull.
  • 58. GAP Analysis For Hyper City
    Safety/Sanitation measures
    Fire extinguisher are only two in number which is not at all sufficient to stop an incident.
    No separate rest rooms for customers, same for employees and customers
    Psychological factors are also considered important for merchandising stores.
    One cannot see the end of the store from the entrance.
    Entire store is colored white, effect is that the store is dull.
  • 59. GAP Analysis For Hyper City
    Miscellaneous gaps
    No home delivery.
    2. Online sales – tech savy customers will go online, browse through the commodities and might want to order, that facility does not exist.
    3. No play area for children, it should be there if the store is targeting working, busy women.
    No customer credit is provided for loyal customers .
    No flexible timings for special days like Sunday and festivals.
  • 60. Continued…
    • Improper space productivity.
    • 61. Improper product arrangement.
    • 62. Same product have different prices and different discount.
    • 63. Wrong product under wrong price tag.
    • 64. More than eight price tags for four product.
  • Continued…
    • Improper space productivity.
    • 65. Improper product arrangement.
    • 66. Same product have different prices and different discount.
    • 67. Wrong product under wrong price tag.
    • 68. More than eight price tags for four product.
  • Continued…
    • Improper space productivity.
    • 69. Improper product arrangement.
    • 70. Same product have different prices and different discount.
    • 71. Wrong product under wrong price tag.
    • 72. More than eight price tags for four product.
  • Continued…
    • Improper space productivity.
    • 73. Improper product arrangement.
    • 74. Same product have different prices and different discount.
    • 75. Wrong product under wrong price tag.
    • 76. More than eight price tags for four product.
  • Continued…
    • Improper space productivity.
    • 77. Improper product arrangement.
    • 78. Same product have different prices and different discount.
    • 79. Wrong product under wrong price tag.
    • 80. More than eight price tags for four product.
  • Attitude of sales representative
    Uninterested to ask even if they see any one having any problem.
    Clueless most of the time.
    Chatting among themselves and playing cricket in the store.
    Look around helplessly when asked a question regarding the problem with marking of the price.
    Employees have no knowledge about the product and even about their floor manager, when asked about the name of their store manager the employees didn’t even know that.
    Absence of the attendant on the counter example- at sports counter we were waiting for 10 min for some one to come and assist but no one asked us.
    Service people do not help if they don’t see any immediate profit in to it.
  • 81. Customer Feedback
    Issues regarding HYPERCITY :
    • It’s a noisy place.
    • 82. Customer has to walk much due to space issues.
    • 83. Wastage of time at billing counter.
    • 84. Confused purchase due to disarrangement of products
    • 85. People don’t know where the products are.
    • 86. Lack of variety and replenishment.
    • 87. Billing counters enhancement.
    • 88. Many billing counters but few are active.
    • 89. Display price does not match with price tag on the product.
    • 90. Non-Availability of some products like chopped chicken in meat section, crushed wheat in staples.
  • THANK YOU