Retailing final project that we did on Hyper star lahore.

1. Hyperstar Lahore

2. Gohar shaheen

3. Hyperstar
Pakistan's most dynamic, fast-moving and exciting hypermarket chain!
Our company has global expertise which helps us offer the Consumers
here in the Pakistan the same quality, variety and value-for-money that is
provided all over the world.

4. Background
Majid Al Futtaim Retail
Recognized as one of the most active shopping concept developers
throughout the region, the Group first introduced the hypermarket model
to the Middle East in 1995.
Majid Al Futtaim Hypermarkets, offers shoppers the same quality, variety
and value-for-money that have made the brand a household name to
millions over the world.

5. Aim:
Our aim is to offer customers a wide range of low-
priced, quality choices in food, personal care,
communication, leisure, entertainment and household
goods while continually meeting the needs of local
consumers.

6. Our Mission
We are totally focused on meeting the expectations of our customers.
Our mission is to be the benchmark in modern retailing in Pakistan.
Our mission is to be the benchmark in modern retailing in each of our
markets by delivering:
•

7. Mission
To our customers:
The best price and the best merchandise, in a pleasant shopping environment
in every store and every country.
To our employees:
The possibility of growth and satisfaction in a trusting environment, providing
challenging jobs and motivational compensation.
To our shareholders:
A sustained return on their investment and the growth prospects of a global
retailer.
To our suppliers:
Markets, customer intelligence, and cooperation to improve products through
long-term mutually beneficial relationships.
To local and national communities:
A deep commitment to the community, as a socially acceptable organization.

8. Five years of excellence
Hyperstar reputation has been built, above all, on the quality and
freshness of the products, customer service and competitive prices.
Selling goods with quality choices in food, personal care, communication,
leisure, entertainment and household goods while continually meeting the
needs of local consumers in 2009, with the ranging from needed to
refrigerate food to clothes under one roof, is trendy as shoppers pick
specialized stores.

9. Core Competence
Hyper star's own retail brands are a significant medium for brand
differentiation and customer loyalty, contributing substantially to the
organization’s growth in sales.
Due to massive buying power, Hyper star guarantee to cut costs and keep
prices low.
No wonder more than 2,000,000,000 people worldwide shop with us
every year! As well as unbeatable value, Hyperstar also got unbeatable
choice - you'll find over 100,000 items always in stock!

10. Why Hyperstar?
Hyperstar Provide convenient locations near to you and easy
parking when you get there, and it's easy to see why so many
people choose Hyper star!

11. Target market:
Our target market is:
• Discount oriented singles and Families
• Working class
• House wives

12. Retail Format
• Hyperstar is a departmental store. It provides a wide variety of breath
and depth.
• Hyperstar offers a wide range of consumer goods such as clothing, house
wares, furniture and appliances. It typically offers a choice of
multiple merchandise House Hold Goods Department, Home Appliances,"
Textile, Grocery and beverages).

13. Categories of the Merchandise

14. Household Goods
Shopping at Hyperstar couldn’t be easier. Get everything from house ware to
office & home stationary, sports good, toys, and so much more. There’s
everything for everyone.

15. Home Appliances
Go techno-crazy with the latest technical equipment, gadgets and electronics
items to satisfy you. From International brands, all our products are durable and
of good quality. At Hyperstar we cater to our customers’ needs.

16. Textile
Take your pick from an amazing collection of fashion apparels and
beautiful home linen that will satisfy your every need and provide you
with quality and affordable items. From basic wear to formal wear, trendy
outfits to cool seasonal collections, you can find your style right here.
What’s more, decorate your home with the latest from our bedroom,
bathroom and kitchen ware sections.

17. Textile

18. Grocery & Beverages
• Your one-stop shop for everything from cleaning products to groceries,
fresh foods to frozen foods, and just about anything you need for your
home. Also, avail 10% discount on most of the retail grocery products.

19. Grocery & Beverages

20. Grocery & Beverages
• Get value for money and quality goods with our amazing collection of
fresh food counters that add to our success everyday. From fresh foods
that are prepared in-store everyday to imported foods from across
Pakistan and abroad, you can now enjoy a variety of foods to tempt your
palate.

21. Fresh Foods

22. Location
Lahore Karachi

23. Customer service sections
Hyperstar is providing good customer service through its trained
employees, there is always a number of employees in every section to help
the customers. There placed mystery Shoppers too, to check the behavior
of employees.

24. Reception areas
In reception areas there is a lot of sections to cater multiple customers at
a time so that there time could b save and there is fully automatic services
regarding pricing receipts of products.

25. Location & tenant mix
Hyperstar Lahore is located at the center of the city so that it is easily
reachable to every citizen.

26. Floor designing
There are two floors in Hyperstar
• Ground Floor
• Ist Floor
In ground floor mostly items included grocery, beverages and fresh food,
cosmetics, cafe.
Ist Floor was having Textile, House hold goods and Home appliances.

27. Ground-floor
The grocery items of Hyperstar are all to be at ground floor. There is a
series of endless rows and columns, where relevant items are placed.
Furthest along, there are ready-made food items which include Karahis,
wings, salads and so forth. There is such variety there to be found, that is
not found elsewhere. There is a fish corner too, on one side of the food-
corner. Going further left leads to the vegetable and fruits corner where
fresh fruits lie in all sorts of variety. Even imported fruits and vegetables
are available, especially those being the apples and pineapples.

28. First-floor
The first floor, ironically, is the most crowdie place in the Hyperstar. There,
items range from sports’ to electronics’ to textile’s. These all come in
extremely fair prices, especially the shirts, trousers and pants. Most T-
shirts would not cost you more than Rs. 350. As for the electronics’ corner,
it leaves something to be desired. Yes, there are latest laptops and cell-
phones and speaker systems there, but the corner is too narrow to display
electronics fully, and in my opinion, hyperstar is no competition in that
regard anyway.
Towards the end, there is a book corner as well, with the name
'Ferozsons'. But it’s not impressive at all. It’s just a small book-shop with a
little of cds and novels, and most books are not even arranged in good
order.

29. Ground Floor Ist floor

30. Visual Merchandizing
visual merchandising are factors that contribute to the uniqueness of a
store. The exterior and interior of a store convey several messages about
the store to the consumers.

31. Atmosphere
Retail atmospherics are the little steps that make the purchasing
experience easier, and more pleasant, on the customers. Retail
atmospherics usually increase sales and profits with little effort on the
part of the retailer.
Utilities:
Hyper star atmosphere is very suitable for shopping. As it is providing the
utilities of a balanced atmosphere not so hot no so cool atmosphere and
also providing the facilities of cafe and etc.

32. Cont….
Design
The shelves arrangement is good , from a distance customer can recognize
that which are products are placed there.
Signage
Retail atmospherics deal a lot with signs. If a store has something on sale, it
is clearly marked so that the customer can be directed towards those
items.

33. Cont…..
Music:
Hyper star play music that calms people, and when people are calm, they are
more likely to spend more money. Music is used to symbolize the product being
sold in the store.
Lightening:
There is proper lightening system in Hyperstar.
Cleanliness:
Cleanliness is very important factor in retail store and hyper store focuses on
cleanliness a lot.

34. Parking
There is some huge expanse of land, more than enough that a shopping mall
be administered to its fullness, and a vast parking space be provided to
those coming in to feel their way with shopping. There have aroused a lot
of security threats to vehicles, especially cars, recently in Pakistan that
have raised many parking concerns. Thankfully, in that field of regard,
Hyperstar has an expanse of parking, a secure parking that is.

35. Hira Farooq

36. Pricing strategy
• According to Manager , they take consumer
survey and from that the Hyperstar will sets his prices according to
competitive pricing strategy and follow Market-oriented pricing and for
many products they do psychological pricing.
Survey can be on
• Daily basis
• Weekly basis
• Twice a month

37. Price Range
• Food and beverages:
25low to 3000 pkr
• Textile:
100 to 8,000
• Grocery
5 to 4000
• Electronics
500 to 500,000

38. Advertising
Hyperstar do Advertising from
• Website
• Social Media
• Flyers
• Broachers
• News paper and magazines
• TVC

39. Website

41. Flyer

42. Tvc
Hyperstar Tvc are not presented on Tv and cable in daily routine but they
are presented for special promotions like multimedia promotion, beauty
week.

43. Promotion

44. Customer Services
Hyper star provide augmented services to their customers.
• It gives delivery services on heavy products and electronics.
• It also provide credit card services.

45. Hyperstar Google play/Apple play store

46. Weekly Promotion

47. COOKING FESTIVAL FROM 30th JAN TILL 12th FEB
(LHR n KHI BOTH)

48. Customer Loyalty Program
Hyperstar s not offering as such loyalty program for customers. All the
customers are treated equally whether they enter in store first time or 2nd
time it does not matter.

49. Discounts

51. Seasonal Discount

52. BOGOF

53. WIN YOUR TROLLEY

54. Discount On Multimedia Products

55. Social Activities
Gift Card Recipe Of the week

56. Go Green

57. Trade area Analysis

58. Location:
• Fortress Stadium, Lahore 54000
• Located in the center of City
• Convenient locations near to you and easy parking when you get there,
and it's easy to see why so many people choose Hyperstar!

59. Map:

60. Area near Hyperstar
Primary Area:
Mian Mir Road, Aziz bhatti road, Lahore cantt, sarwar road, shami road,
lahore gymkhana.
Secondary area:
Jail road, college road, MM Alam road, liberty, tufail road, Sagar road and
Allama Iqbal Road.
Fringe:
GT road, China road, Ravi Road, ferozpur road, service road, peco road

61. According to Hyperstar it has no direct competitor in Pakistan because it is
the only retailing store. It is providing the products on relatively
lower prices than other stores.
It is present in the centre of city so everyone can visit easily.
Sustainable Competitive Advantage

62. Technology

63. Distribution channel
• Hyperstar has single distribution channel the physical store from which
customer can buy. Hyperstar website exists but from website you can only
download the latest offers.

64. Security
For security the electronic gates and security checks are available and
hidden cameras are present.
Our sales personnel's are trained they are passed through trainings
programs so that they can communicate effectively to customers.

65. Future focus &
expansion plan

66. Future focus
• Future focus means parked solidly in the present but with an attitude
and a commitment to engage with the future in order to discover
alternatives as a context for making choices today.
• wants to choose and create a future for itself.

67. Future focus
• The priorities and choices of people are changing with time So, Hyper
star is continuously involved in research to predict the customer’s
response in near future and trying to adapt its present according to it.
• All these efforts are making to facilitate the target customers in future

68. Expansion plan
• After fortress stadium Lahore, Hyper star is trying to increase its retail
stores in Pakistan.
• Hyper star Karachi is a part of its expansion plan that was open in Dolmen
Mall near sea view, Karachi.

69. Expansion plan
Hyper star wants to
open more store in
• Lahore
• Karachi
• Islamabad

70. Problems
There are many problems for hyper star in Pakistan
• Presence of a lot of local competitors.
• HKB in Lahore and Naheed & Imtiaaz in Karachi.
• Hyper star is hesitated to expand it due to Bad economy of Pakistan.

71. Conclusion
• It has become the leading retailing store of Pakistan.
• Due to Product variety, shelving, display, marketing and business
plans,We can concluded that Hyperstar is one stop shopping place.
• It fulfill all needs of customer and give a high degree of satisfaction.

72. Recommendations
• There is only one store in Lahore so Hyperstar should open more stores to
capture more market share.
• Hyperstar should follow multiple distribution channel.
• Hyperstar mainly do advertising through flyers and Facebook page they
do not focus on Tvc and only use Tvc for annual multimedia promotion
they should use Tvc for the monthly campaigns to attract new and existing
customers.
• Hyperstar is not following any loyalty program so they should device a
loyalty program and should implement it.