The document provides details of a marketing plan to launch the goLuLu app for LuLu Hypermarket customers. Key points include: - The app will allow customers to shop LuLu's products online, check store locations and offers, and subscribe to premium delivery services. - The target market is customers of various nationalities in GCC countries with emphasis on Indians. - Tactics will include promotions, loyalty programs, and social/mobile marketing to drive downloads and engagement. - The app will launch once fully developed and tested to ensure a quality user experience.

1. MARKETING PLAN FOR THE goLuLu APP

2. OBJECTIVES
EXECUTIVE SUMMARY
SITUATION ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION

4. LULU HYPERMARKET IS A
HYPERMARKET CHAIN AND RETAIL
VENTURE STARTED BY LULU GROUP
INTERNATIONAL(EMKE GROUP) IN
2000

5. M.A Yusuf Ali is the MD of
Abu Dhabi-headquartered
EMKE LuLu Group of companies
that owns the hypermarket chain
in Middle East

6. LuLu has over 35,600
employees of various nationalities

8. • It is one of the largest retail chains in Asia and is
the biggest in Middle East with 128 outlets in the
Gulf Cooperation Council(GCC) countries.
• They also have 13 malls all over the GCC and
India with a mall planned to come up in
Malaysia which after opening will be the largest mall
in Malaysia.

10. TARGET ANALYSIS MARKET ANALYSIS
• A hypermarket is a superstore combining
a supermarket and a department store.
• The result is an expansive retail facility
carrying a wide range of products under
one roof, including full groceries lines
and general merchandise.
• In theory, hypermarkets allow ALL
CUSTOMERS(irrespective of
age,gender,place,etc.) to satisfy all their
routine shopping needs in one trip.
• Controls 32% of the retail market share with 136
stores spread across the GCC, India and Egypt
and is regarded as the retail pioneer constantly
setting new benchmarks for the industry.
• Has an annual turnover of US $5.5 billion
globally
• Product Lines:Digital,Fashion&Lifestyle,
Fresh Food and Grocery,Home Décor & Household
• Online presence is moderate;exisiting app lacks
the user friendly experience(as deduced from
reviews)

11. • 32% GCC MARKET SHARE
• GOOD QUALITY AND LARGE
VARIETY
• BRAND LOYALTY
• MULTIPLE CSR INITIATIVES
• FASTEST GROWING RETAILER IN
GCC
• LACK OF QUALIFIED AND TRAINED STAFF
• NEGLECTED CUSTOMER FEEDBACK-
POOR CRM
• GLOBAL EXPANSION-UK(LOGISTICS),
EAST ASIA,GCC
• OWN LABEL PRODUCTS
• CUSTOMER LOYALTY PROGRAMS
• COLLABORATION WITH BANKS AND SOCIAL
MEDIA MARKETING
• COMPETITION FROM MASS
GROCERY RETAILER.S-CARREFOUR,
GEANT,ETC
• POLITICAL INSTABILITY
• LOSS OF REPUTATION DUE TO
POOR CRM

12. GOALS

14. With its pleasant and novel variation from the usual supermarkets, LuLu
offers an ultra-modern shopping ambience by integrating all conceivable needs
of the consumers under one roof!
LuLu Hypermarkets have…

15. EXTENSIVELY LAID OUT COUNTERS

16. SPRAWLING PARKING SPACES

17. PLAY AREAS FOR CHILDREN

18. FOOD COURTS

19. MONEY EXCHANGE SERVICES

20. A panoply of international and regional brands!

21. ranks 25th
among the fastest growing chain of stores in the 19th
edition of its 'Global Powers of Retailing' report.

22. A NETWORK OF 134 HYPERMARKETS ACROSS THE GCC,INDIA,MALAYSIA,INDONESIA

23. LuLu Group recorded an
annual retail sales turnover of
$5.8 billion in 2014, according
to the report published by the
National Retail Federation.

24. COMPOUNDED ANNUAL GROWTH RATE
The LuLu Group/EMKE Group reported CAGR in revenues of 19.5 per cent
from 2009 to 2014.

26. What will be the target market
in which the company will launch its
new offering?

27. THE
5
C’S

28. CUSTOMER:General coverage
includes the native demographics-
all except blue collar workers with
emphasis on Indian population.

29. KEY COLLABORATORS

30. COMPANY: Strategic business unit responsible for the offering

31. COMPETITORS-
OTHER GIANT
RETAIL
MERCHANDISERS

32. ECONOMIC- the Group has always tried to be a one stop shop
for the multi-ethnic community of the region
TECHNOLOGICAL-can be made available through Google Play
Store for easy download on Android based phones
SOCIO-CULTURAL- an international mix of products as well as
staff of different nationalities.
PHYSICAL- by the late nineties had firmly established its
presence in the regional retail sector.

33. VALUE PROPOSITION CANVAS
PRODUCT CUSTOMER
BENEFITS
• HASSLE-FREE SHOPPING EXPERIENCE AT
THE COMFORT OF YOUR OWN HOME
• NO MORE WAITING IN LONG QUEUES OR
GETTING STUCK IN TRAFFIC
FEATURES
• LATEST UPDATES ABOUT
PROMOTIONS AND OFFERS
• STORE LOCATOR
• INVENTORY CHECK FOR
• AVAILIBILITY OF ITEMS
• PREMIUM:DELIVERY OF DESIRED
GOODS WITH A SUBSCRIPTION FEE
EXPERIENCES
Application will
keep you updated
about all the latest
happenings, best
offers, deals and
more at your
nearest
LuLu Hypermarket
& LuLu
Webstore.
WANTS
• FAST RESPONSE
OF THE
APPLICATION AND
ITS SERVICES
• ON-TIME
DELIVERY OF
ITEMS
NEEDS
• GREAT INTERFACE
• SMOOTH FUNCTIONING
OF THE APP
• USER FRIENDLY
EXPERIENCE
FEARS
• BUG FIXES
• PAYMENT
ISSUES
• POOR
WORKING
CONDITION OF
APP

34. T
A
C
T
I
C
S

35. THE PRODUCT:
 As proposed,the goLuLu App is exclusively
designed for Android mobile operating system
devices
 It will be a digital “one stop shop” for all your
basic needs ranging from grocery to
electronics,garments to household products,you
name it!

37. WEB
STORE
OFFERS
STORE
LOCATOR
CUSTOMER
SERVICE
PREMIUM
SERVICESIN-
STORE
OFFERS
ADDITIONAL
FETAURES

38. IN-STORE OFFERS:
From daily grocery to electronics, this app will keep
you updated about all the offers at LuLu. Not just that,
with the app you can find the best deals according to
your nearest LuLu Hypermarket.
WEBSTORE OFFERS:
The LuLu Webstore section is made for those who love
to shop from the comfort of
their living room.You can now get notifications about
the newest offers and deals at LuLu Webstore,also
browse through our inexhaustible offers on
electronics, home decor,health and beauty and much
more.

39. STORE LOCATOR:
Find a LuLu Hypermarket that is closest to you in a jiffy! Our app will track
your location and suggest the nearest LuLu Hypermarket from where you
can shop.
CUSTOMER SERVICE:
Comments, suggestions or a note of gratitude,
you can leave your opinion about our
hypermarkets and services on our customer
service section via email & our team will
acknowledge it as soon as possible.

40. ADDITIONAL FEATURES:
Stay connected with all our social media
channels with our LuLu Social section. You
can also read awesome articles about a variety
of topics in our LuLu Good Life section.
PREMIUM FEATURES:
Customers can order for delivery of
desired items (inclusive of a fixed delivery
charge) or pick up at store.
Redemption of points with LuLu co-branded credit cards

42. goLuLu
“Where the world comes to shop”JINGLE:-----

43. PRICING:
~$1 per month for subscription to delivery services.
However,a fixed delivery amount will be charged separately
at the time of delivery.

44. Incentives:
Offers and special discounts
Customer Loyalty Programs
Employee Recognition Programs
Rebates

46. MOBILE MARKETINGONLINE& SOCIAL MEDIAMARKETING
ADVERTISEMENT/FROMFRIENDS & FAMILY WORDOF MOUTH
COMMUNICATION

49. IMPLEMENTATION

50. INFRASTRUCTURE PROCESSES SCHEDULE
LuLu Hypermarket & department
store will serve as the principal
organizational business structure.
Marketing Managers can partake
in the promotion of the new app.
Main processes involved would be
bug fixes and upgradation by
developers of the app.
A good number of delivery staff
should be employed to ensure
punctual delivery of goods
for (subscribed)premium users.
Launch of the app can be conducted
as soon as possible after making sure
that all the functions serve the
desired purpose without issues.

52. DISCLAIMER
These slides were created by Sreelakshmi Rajesh(VNIT,NAGPUR)
during a Marketing Management Internship under the guidance of
Prof.Sameer Mathur,IIM Lucknow.