marketing research- lulu hypermarket

Presented by:Group 7Section B

TABLE OF CONTENTS

• I N T R O D U C T I O N

• R E S E A R C H O B J E C T I V E

• S W O T A N A LY S I S

• B R A N D P O S I T I O N I N G

• M A R K E T I N G M I X

• C O M PA R AT I V E A N A LY S I S S p i n n e y s C a r r e f o u r C h o i t h r a m s

• R E C O M M E N D AT I O N S

About LULUIndustry RetailFounded Late 1990sHeadquarters Abu Dhabi ,UAENumber of locations 117 stores

Area served Middle east, Asia, Africa

Key people M. A. Yousuf Ali (Managing Director)Revenue $5 billion (2014)Parent LuLu Group InternationalSlogan "Where the world comes to shop!"Website luluhypermarket.com

• .

VISIONTo become a truly global retail

brand by retaining our No.1 position in the organized retail sector of the regions strive to be the most preferred employer for

and current and future multi-ethnic employees

MISSIONTo provide a unique shopping experience to the customers with unmatched quality in terms of products & services, while continuously exploring new market opportunities and adding value to all the business associates.

RESEARCH OBJECTIVE

To gain insight into Lulu Hypermarket, &compare the brand to its competitors w.r.t the customer satisfaction in the GCC retail market

Strengths32% GCC Market Share

Good Quality and large varietyBrand Loyalty - Old Chain

Fastest Growing Retailer in GCC - Deloitte SurveyMultiple CSR Initiatives

WeaknessesLack of Qualified/Trained Staff

Neglected Customer Feedback - Poor CRM

OpportunitiesGlobal Expansion – UK-logistics, East Asia(Malaysia,

Indonesia), GCCOwn Label Products

Health Conscious CustomersCustomer Loyalty Programs and Collaboration with Banks

Social Media Marketing

ThreatsCompetitors - International Mass Grocery Retailers

Political Instability Loss of Reputation due to poor CRM

SWOT

PROMOTIONAL SCHEMES

Lulu Hypermarket – “Where the World comes to Shop”

• Sprawling parking spaces, play areas for children, food court, money exchange and bank counters

• Panoply of international and regional brands

• One stop shop for all home needs. Justifying its tagline - "LuLu, where the world comes to shop”. • CSR – multiple large scale initiatives.

• Large Network - Oman, Qatar, Kuwait, Bahrain, Yemen, Egypt, Saudi Arabia and India.

BRAND POSITIONING

Clothing7%

Eateries39%

Electronics12%

Grocery42%

Products purchased

Clothing

Eateries

Electronics

Grocery

25%

48%

23%

5%

Time Spent

0-0.5

0.5-1.5

1.5-2.5

2.5+

23%

10%

23%25%

20%

Why they prefer Lulu over others?

NeutralDistanceMembershipPick-Up ServiceOthers

30%

18%13%

30%

10%

Hygiene factors matter as much as the deals

Strongly DisagreeDisagreeNeutralAgreeStrongly Agree

OUR SURVERY RESULTS

Sample Size: 40

7 P’s

PRICECompetitive PricesPRODUCT Convenience StoresPROMOTIONAdvertising, Social Presence, PR, CSEPLACEPhysical and Online Store. All across GCCPROCESSSupply Chain, Inventory ManagementPEOPLEEmployees, Customer Service, Culture-CSRPHYSICAL EVIDENCEOnline Reviews, Recommendations, Additional Facilities

LAUTERBORN’S 4 C’S

CONSUMER Variety, Assurance, QualityCOST Total value to customer – Travelling, Method Of Payment, time investedCOMMUNICATION Direct, Private chat on website, social media responseCONVENIENCE e-retail website, unique pick-away service, large presence.

3 V’s

SEGMENTGeneral coverage includes the native demographics- all except blue collar workers, with emphasis on Indian population

PROPOSITONVariety, Quality and Availability

NETWORKPhysical stores, now aided by online options as well

COMPARATIVE ANALYSIS

CARREFOURStarted operations in France, 1958.Among the largest- 1,452 hypermarkets at the end of 2011Major Competition to Lulu Hypermarket.Large reach - Europe, Argentina, Bahrain, Brazil, China, Dominican Republic, Iran, United Arab Emirates, Qatar, Lebanon, Kuwait and Saudi Arabia

CHOITHRAMSCame to UAE in 1974 More than 33 supermarkets in the emirates.Expansion into Oman, Bahrain and QatarWholesaling, Commodity Brokerage, and Manufacturing of edible and non-edible items

SPINNEYSPremium supermarket retailer in the Middle East. Started operations in Egypt in 1924.30 Spinneys stores in the UAE Plans aggressive expansion across the Middle East, North Africa and South Asia.Low market presence as of now. Hardly any Social Media presence

ONLINE PRESENCE

COMPARATIVE ANALYSIS

PERCEPTUAL MAPPING

Recommendations • Expansion to other countries• Promote Own Label Products • Enter into the organic and private label segments• Train staff better and provide better CRM• Expand ready to eat and baked food section • Continue with the same segmentation strategy• Continue with Social Media marketing • Market CSR projects better• Customer Loyalty programs should be promoted more

THANK YOU