The document is a marketing project focused on Hyper Panda, a subsidiary of Azizia Panda, detailing its operations, founding history, and competitive landscape. It covers aspects such as store departments, promotional strategies, sponsored events, and awards, while also including a SWOT analysis. Hyper Panda operates multiple stores in Saudi Arabia and Dubai, aiming to provide a wide variety of products at competitive prices.

1. MARKETING PROJECT ON
DEPARTMENTAL STORE
YASHASWINI AGARWAL
2013

2. TITLE
Visiting a departmental store located
near by to study and report on the
functioning of the store.

3. TABLE OF CONTENT
1 Photograph with Manager
2 Introduction to Hyper Panda
3 Founder and CEO
4 Growth Profile
5 Departments
6 Shop Decor
7 Functioning of the Store
8 Promotion
9 Competitors
10 Events Sponsored
11 Awards and Achievement
12 SWOT Analysis
13 Conclusion
14 Bibliography
15 The End

4. INTRODUCTIONTO
HyperPanda
Hyper Panda is a subsidy of the Azizia Panda.Azizia Panda United Company (APU) is
a Saudi Arabian grocery retailing company. APU is one of The Savola Group’s
subsidiaries.
The Savola Group is ranked ninth amongst the top 100 companies in the Saudi
Arabian market ,ranked second amongst the industrial sector and largest
supermarket chain in Kingdom of Saudi Arabia.They operate 146 stores in Saudi
Arabia in 33 cities and one store in Dubai.
Hyper panda outlet in Dubai
was opened in 2006 offering
products spanning over 100,000
lines of products.Today it is one
of the most popular
hypermarkets in Dubai with the
popular and price saving deals.

5. ABOUTTHE FOUNDER AND CEO
Muwaffaq M. Jamal is the current CEO of Azizia Panda.
Profile
Nov 2010- Present Chief Executive Officer at Azizia Panda United Co.
Savola Group Retail Division
Jan 2010-Oct 2010-Vice President Commercial & Change
Management at Azizia Panda United Company.
Dec 2009 - Chief Financial Officer at Azizia Panda United Co. Savola
Group Retail Division.
Jan 2007 – Nov 2009 – Chief Financial Officer and Expansion Program
Director at Azizia Panda.
Dec 2004 –Jan 2007 – Finance Director at Azizia Panda.
Dr. Mohammad Amin Kashgari, President and Chief
Executive Officer of Al Azizia Panda United. Dr. Kashgari is also
the CEO of the retail sector of Savola Group.
Term – Until 2010
Muwaffaq M. Jamal
Dr. Mohammad Amin Kashgari

6.  1979 : Panda United opened its first branch in Riyadh, Suadi Arabia.
 1994 : Panda United merged with Azizia Panda with the purchase of Panda
supermarkets and formed Azizia Panda United.
 October 1998:Azizia Panda United company was acquired by Savola Group.
 March 2006:APU opened its fifth hypermarket in the KSA.
 April 2006:APU opens its first outlet outside KSA with an investment of AED 50 million
(US$ 13.6 million). The outlet is located in Dubai’s Festival City.
 December 2007:APU makes sales worth SR3.7 billion in 2007, a 35% increase from 2006.
 June 2008:APU acquired Giant Stores, a supermarket chain in Saudi Arabia and Lebanon
and merged it into its operations.
 September 2009:Azizia Panda acquired Geant Stores, a franchise by al Hokair Group, KSA
through an asset purchase agreement.
 July 2010:The minister of commerce and industry of the KSA,Abdullah bin Ahmed Zainal Ali
Reza approved the transformation of United Azizia Panda Company from a limited liability
company to a closed joint stock company.
GROWTH PROFILE

7. HyperPanda, Festival City, Dubai.
Its area is 175,000 square foot, claimed to be the biggest hypermarket in Dubai by area.
Al Azizia Panda employs over 13,000 employees. The training programs for employees are
conducted in Panda Academy located in KSA since 2003.

8. DEPARTMENTS IN HyperPanda

9. Electronics Department Female Clothing
Male Clothing Fishery

10. Hot Food Pre –Packed Food
SpicesFresh Meat

11. Bakery Pastry Section
Newspapers and MagazinesDelicatessen

12. International Food Television
KitchenwareOther Home Appliances

13. SHOP DECOR
On all the major events and occasion, the shop decor of
HyperPanda is revised.This work begins about 10- 15 days ahead
of the occasion. Various sale and discount offers are allowed to the
customers.The store changes its interiors on the following :
 Eid Al Fitr
 Ramadan
 U.A.E National Day
 Dubai Shopping Festival
 Back to School
 Hyper Panda Anniversary

14. 6th Anniversary of Hyper Panda
U.A.E National Day
Back to School Dubai Shopping Festival

15. FUNTIONING OF THE STORE
SUPPLIERS
HyperPanda deals with all the big suppliers in the region.These
includes :
 Al Marai
 Al Ain
 Masafi
 Nestle
 Lipton
 Kraft
 Al Noor

16. PURCHASE PROCEDURE
STOCK
HyperPanda operates through one warehouse in Dubai, UAE.
A storage facility exists adjoining to the main store.
In 2008 APU completed the construction of its central warehouse in Riyadh which is
now fully operational.This warehouse is the largest of its kind in the Middle East,
with covered area of 72,500 square meters, expandable to 92,500 square meters in
the future.
The goods which are replaced frequently on
the shelf, include:
• Dairy products
• Fruits and vegetables
• Fishery and butchery
• Soaps and detergents

17. PROMOTION
Customers will always find discounted and sale products in HyperPanda.
HyperPanda has allotted certain areas in the store where through-out the year
products are put on promotions.The majority of the promotional items are
displayed near the entrance, to catch the customers eyes.
Big promotional offers are conducted in the festival times. Products which relate to
the occasion are displayed on sale.
Customers walking in before re-opening
of schools will witness ‘Back to School’
promotion offering variety of stationery
items and school bags for students.

18. HyperPanda encourages both store and company promotion
STORE PROMOTION
Many goods are promoted by the store
salesman. Most of these goods fall in the
perfumes and sprays category. Other
frequently promoted items include daily
consumer goods like water, tea, juice,
rice, washing detergents , tissue boxes
etc.

19. COMPANY PROMOTION
Many brands send their representatives to promote their
products.These company representatives are seen on their
respective stalls offering samples of their products to the
passing-by customers. Some commonly set up stalls include
Alitea, Nescafe, Good a Day Biscuit,Tiffany etc.

20. COMPETITIORS
Dubai is a city of many big departmental stores. HyperPanda faces stiff
competition from,
 the French multinational retailer, Carrefour and
 the fast growing hypermarket chain of Abu Dhabi based EMKE group,
Lulu. Lulu operates 11 stores in UAE and 3 in Saudi Arabia.

21. Events Sponsored
HyperPanda lends a helping hand to
UAE Down Syndrome Association
HyperPanda had announced the success of its
'Leave Change to Change their Lives' initiative
which raised Dhs360,000 in funds by collecting
donations, in cooperation with UAE Down
Syndrome Association, from the period in July
2010 until August 2011.
In 2011, Mr. Muwaffaq Mansour Jamal; CEO of Azizia Panda, handed over a cheque of Dhs
360,000 to Ms. Sonya Al Hashimi, President of UAEDSA which will help support their
activities and services.
This initiative has raised the total number of donations since its inception to Dhs 590,000.

22. Awards and Achievements
2003:APU company made it to the Guinness Book by launching the biggest pyramid-shaped
box with Tide.
2006 – Azizia was awarded 'Best Retail Company' in KSA .
2006 – The group won the Middle East Retailer award at RetailME Awards in Dubai.
2008 & 2009 – Better working environment award for 2 consecutive years.
2009:Azizia Panda unveils the biggest bottle of shampoo in the world with 4,000 liters
content of "Herbal Essences" and measuring 4.8m long.
2011 – Won the award for the Best Company in the Gulf States which offers programs for
training and development strategy for its employees.
2012 - The 2012 Group MD Award from Savola group went to Mr. Muwaffaq Mansour Jamal,
CEO of Azizia Panda following a strong display of growth, and an inspiring strategy to
become the region's leading retailer.
2013- This year Azizia Panda has reached the final stages of the competition for its innovative
'Sustainable Future' CSR initiative, and will compete with other leading retailers for the 'CSR
Initiative of theYear' award. Results will be announced at the Gala Dinner taking place at
SalleWagram, Paris on Tuesday 8th October 2013.

23. SWOT ANALYSIS
STRENGTHS
 High quality maintenance
 Wide market presence and strong
brand name.
WEAKNESS
 Do not provide much products from South Asian brands.
OPPORTUNITY
 Large untapped market in the United Arab Emirates.
THREATS
 With other competitive stores opening
in Dubai market, market share is reducing.

24. CONCLUSION ONTHE
STORE
A highly spacious departmental store which offers a wide variety of products
from all over the world. Having various departments present within a
reachable distance, Hyper Panda is a good choice for daily shopping.The
store does adhere to its tagline – ‘Always Fresh Always For Less’.
Providing parking space and counter to leave shopping bags while in side the
store add to the convenience that the customers desire.The large isles
allows the customers to move around easily, even during rush times.
Hyper Panda employees are present in all corners of the store to lend
assistance to any customer.
Overall, a customer has a good and pleasant time shopping at Hyper Panda.

25. BIBLIOGRAPHY
 http://reaach.com/dubai/shopping-dubai/hyperpanda-dubai.html
 http://yp.theemiratesnetwork.com/biz/United_Arab_Emirates/Dubai/Hyper
Panda_100409.html
 http://www.slideshare.net/riddhimachopra/hyper-panda-dubai
 http://www.flipsnack.com/5B9C6AAD75E/fz9s75s3
 http://www.ameinfo.com/276579.html
 http://www.naymz.com/muwaffaqjamal1677468
 http://www.panda.com.sa/jeddah/panda-overview/
 http://career.panda.com.sa/