Dennis Hypermarket is a large, sole proprietorship retail store established in 2003 that has expanded over the years. It operates from 9am to 9:30pm daily across 8,500 square feet and employs 60 full-time and 10 part-time staff. The store focuses on grocery, produce, kitchenware, home goods, clothing, and personal care products. It aims to deliver quality products at appealing prices through organized displays, signage, deals and promotions to attract its regular customer base of 9,000 people. Store layout utilizes space across two floors with various product sections and impulse buying areas placed for maximum customer exposure and sales.

1. RETAIL MARKETING

2. DENNIS
HYPERMARKET
Tagline: NAME OF QUALITY

3. DENNIS HYPERMARKET

4. Evolution: (2003-2019)
– Dennis stores – 2003 started/founded
– Dennis departmental stores – 2007
– Dennis hypermarket – 2019 (last year)

5. INTRODUCTION
Owner: Dennis Thiruviaraj
Year established: 2003
Manager/supervisor: Pandyarajan
Unorganised company
Pattern: sole proprietor
Type: Large

6. Role of manager: any decision in the store is taken after his approval
Square feet: 8500sq.ft
Total number of employees – 60
Part time employees – 10
Minimum qualification of employees: 10th
No blueprint / layout
Hours of operation : 9:00am to 9:30pm

7. – Products – 60000
– Most profit in : plastic items, home appliances
– Customer service is important
– Regular customers – 9000
– Credit point system for customers (target- 2000 points)
– Before in cash, now gifts based on credit points
– Advertise only through pamplets
– CCTV – 30
– 8500 sq.ft

8. Services and amenities:
– Amenities Parking Available
– Products Soaps, Detergents and other Daily Essentials
– International Fruits And Vegetables
– Personal Care Products
– Fresh/Frozen Non Veg
– Organic Food Items
– Ready To Eat Food
– Pooja Essentials
– Dairy Products
– Fruit Juices
– Bakery Items
– Cookware

9. Observations:
Unorganized
Regular flow of customers
Cheerful employees
Regional music is played
Announcements regarding offers
Wall fixtures – offers
Colors appealing to the eye
Deliver good service and immense volume of product to masses of consumers at appealing prices.

10. Ground floor

11. First floor

12. Grocery:
Major focus on grocery items Own godown – 2 (manual checkup – weekly
once)

13. F & V section:
– Fresh fruits and vegetables are sold
– Daily stock management
– Regular checkup of the items displayed

14. Children’s world
– Toys for children are kept along with the cosmetic products.
– Impulse buying behavior is seen here.

15. Bed and bath needs:
– You can purchase essential bed and bath needs here in dennis store.
– Ambience look.

16. Kitchen world:
– There is an extensive selection of kitchen needs in the dennis store.
– Many offers are given for cookware products
– Attracts housewives

17. Living world

18. Beauty care:

19. Best deal
promotion
– Who doesn’t love the good deal?
– Dennis offers various deals to the customers

20. Clothing needs

21. Visual communications
– Location
– Category signage
– Promotional signage – describing special offers
– Point of sale
– Lifestyle Images – pictures of people and places, to create moods that
encourage customers to buy the products.

22. Concepts related to subject:
Feature areas

23. Freestanding displays:
– Fixtures or mannequins located on aisles designed primarily to attract
customers attention and bring them to department.

24. Cash wraps:
– Also known as point of purchase or checkout areas where customers can
purchase.

25. Promotional aisle or area:
– Space used to display merchandise that is being promoted.
– To sell seasonal merchandise.

26. Endcaps
– Displays located at the end of the aisle.
– Due to high visibility of endcaps, product sales are dramatically
increased
.

27. Walls:
– Because retail floor space is often limited, so
they utilized walspace to creatively present a
message.

28. Windows:
Though external to the store, they are important
component.
Draw customers into the store.
Visual message about the type of merchandise offered
in the store.

29. Adjacencies:
– Clustering complementary products together
– Eg: men’s dress shirts and ties located next to each
other.

30. Planograms:
– To determine where items should be located within a category or
department.
– Eg: apples at first in fruits department
– Eg: higher priced national brand first, lower priced, private-label item.

31. Space utilisation
– Different spaces in the shop?
– How they used the shop?
– How they arranged items/products in
the shop?

32. Merchandise presentation planning:
– Shelving
– Hanging
– Pegging
– Folding
– Stacking
– Dumping

34. Impulse
buying
behavior
observed in
DENNIS
Selling veg in front of
shop to attract
housewives
Magazines at the
entrance
Candy at the right
side of the store
Cosmetics and toys
section together – to
satisfy the kids
Fragrances at the
checkouts
Stationeries near to
the billing counters
Mannequins at 1st
floor to attract
customers that
clothings are available

35. THANK YOU