HYPERMARKET

STORE
Introduction
 A hypermarket is an emormous retail facility with full lines of
groceries and general merchandise. It could be called a
supermarket that combines a supermarket and a departmental
store and displays an enormous range of products under one
roof so as to be eble to provide a customer with all of his or her
routine weekly/monthly shopping requirements in one trip.
 Hypermarkets have business models focussing on high volume
and low margin sales.
 Such stores mostly stock grocery, apparel and general
marchandise, among other products.
 In india any retail outlet occupying over 50,000 sq ft area is
termed a hypermarket.
 Each store takes over 4-4.5 crore investment to set up. There
are more than 25,000 stock keeping unit.
Defination
 A hypermarket is a retail store that combines a
department store and a grocery supermarket. Often a
very large establishment, hypermarkets offer a wide
variety of products such as appliances, clothing, and
groceries.

 It is usually located in the surroundings of cities.

Surface area as of 2,501 m2

 The idea behind this big box store is to provide

consumers with all the goods they require, under one
roof.
Product categories
 Food and grocery
 Home and furniture
 Electronics
 Sports
 Private brands
 Health and beauty
 Fashion
 Toys
Some examples
 Indian hypermarket:
 Big bazaar
 Vishal mega mart
 DMart
 International hypermarket:
 Carrefoure
 Walmart
 E-Mart
Features
 Hypermarkets are larger than a typical supermarket. Despite
having shelves that contain different varieties of a specific product,
hypermarkets have departmental stores that store various
products.

 Products retail at moderately lower prices in a hypermarket which

encourages many people to purchase goods in this stores. These
stores offer products at discounted prices than other stores in the
same industry.

 Interior décor in a hypermarket is moderately attractive. They do

not have an attractive appearance, and they resemble more of a
warehouse rather than a shopping facility.
Features
 Hypermarkets do not offer a personal touch and the warm services
of a supermarket which makes them not to attract a large number
of customers. The look of a warehouse does not offer executive
customer experience to the buyers.

 Hypermarkets stock number of similar products and different

varieties. Fast moving consumer goods are available at
hypermarkets than those available in supermarkets.

 There is no much excitement in a hypermarket during the festive

period because they do not have promotions and marketing
strategies for attracting customers to purchase their products.
Features
 Although the increasing number of hypermarkets around the world
is helpful because customers are accessing goods under one roof,
a significant number of economists and business people are
against this model of business.

 Hypermarkets offer goods at discounted rates which threaten the

existence of other small retail outlets in the same region.
Retail mix of big bazaar
Price
 The pricing objective at Big Bazaar is to get “Maximum Market
Share”. Pricing at Big Bazaar is based on the following techniques:
 Value Pricing (EDLP – Every Day Low pricing): Big Bazaar
promises consumers the lowest available price without coupon
clipping, waiting for discount promotions, or comparison shopping.
 Promotional Pricing: Big Bazaar offers financing at low interest rate.
The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is
also used to attract customers. Big Bazaar also caters on Special
Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).
 Differentiated Pricing: Differentiated pricing i.e. difference in rate
based on peak and non-peak hours or days of shopping is also a
pricing technique used in Indian retail, which is aggressively used
by Big Bazaar.
 e.g. Wednesday Bazaar
Place
 The Big Bazaar stores are operational across three formats
— hypermarkets spread over 40,000-45,000 sq ft, the
Express format over 15,000-20,000 sq ft and the Super
Centers set up over 1 lakh sq ft. Currently Big Bazaar
operates in over 34 cities and towns across India with 116
stores. Apart from the Metros these stores are also doing
well in the tier II cities. These stores are normally located in
high traffic areas. Big Bazaar aims at starting stores in
developing areas to take an early advantage before the real
estate value booms. Mr. Biyani is planning to invest around
Rs 350 crore over the next one year expansion of Big
Bazaar. In order to gain a competitive advantage Big Bazaar
has also launched a website www.futurebazaar.com, which
helps customers to orders products online which will be
delivered to their doorstep. This helps in saving a lot of time
of its customers.
Promotion
 The various promotion schemes used at Big Bazaar include:
 “Saal ke sabse saste 3 din”
 Hafte ka sabse sasta din “Wednesday bazaar”
 Exchange Offers “Junk swap offer”
 Future card(3% discount)
 Shakti card
 Advertisement (print ad, TV ad, radio)
 Brand endorsement by M.S Dhoni and Asin
 Big Bazaar has come up with 3 catchy lines written on hoardings
taking on biggies like Westside, Shoppers stop and Lifestyle. They
are:
 “Keep West- aSide. Make a smart choice!”
 “Shoppers! Stop. Make a smart choice!”
 “Change your Lifestyle. Make a smart choice!”
People
 Well trained staff at stores to help people with
their purchases
 Employ close to 10,000 people and employ
around 500 more per month.
 Well-dressed staff improves the overall
appearance of store.
 Use scenario planning as a tool for quick
decision making multiple counters for payment,
staff at store to keep baggage and security
guards at every gate, makes for a customer-
friendly atmosphere
Process
 Big Bazaar places a lot of importance on the process right
from the purchase to the delivery of goods. When customers
enter the stores they can add the products they which to
purchase in their trolley from the racks. There are multiple
counters where bill can be generated for purchases made.
Big Bazaar also provides delivery of products over
purchases of Rs. 1000.
Physical evidence
 Products in Big Bazaar are properly stacked in appropriate
racks. There are different departments in the store which
display similar kind of products. Throughout the store there
are boards/written displays put up which help in identifying
the location of a product. Moreover boards are put up above
the products which give information about the products, its
price and offers. Big Bazaar stores are normally ‘U shaped’
and well planned & designed
References
 https://www.igi-global.com/dictionary/cus
tomer-service/52704
 http://www.differencebetween.net/busine
ss/difference-between-hypermarkets-an
d-supermarkets/
 https://en.wikipedia.org/wiki/List_of_hyp
ermarkets
 https://www.researchgate.net/publication
/280492108_HYPERMARKETS_GROW
TH_AND_CHALLENGES_PERSPECTI
VE_IN_INDIA
 https://www.marketing91.com/marketing