PART-I

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COMPANY PROFILE

Spencer’s Industries Limited

History

Management Board

About RPG

Spencer’s Retail Format

Spencer’s Retail Store In Lko

Growth & Future of Retail

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SPENCER’S RETAIL LTDSPENCER’S RETAIL LTD..

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Spencer's Retail Limited

Type Subsidiary

Industry Retail

Founded 1920

Headquarters Kolkotta, West Bengal, 

 India

Number of locations 220 Across 35 Cities[1]

Employees 60,000+

Parent RPG Group

Website spencersretail.com

COMPANY PROFILE

Overview of RPG Group

RPG Enterprises, established in 1979, is one of India’s fastest growing business groups

with a turnover touching USD $3 billion. The group has more than twenty companies managing

diverse business interests in the areas of Power, Transmission, Technology, Retail and

Entertainment.

Wide-ranging businesses, growing returns and a reputation to reckon, makes working

with RPG an enriching experience. Where entrepreneurial skills are valued, excellence is the by-

word, and performance is a pre-requisite.

Management

The RPG Management Board is the backbone of the conglomerate. Its members are highly

qualified professionals, well experienced in their respective fields.

Values

RPG’s business ethics promote higher levels of excellence. The group’s values of Customer

Sovereignty, People Orientation, Innovation & Entrepreneurship, Transparency & Integrity, and

Passion for Superior Performance, Anticipation, Speed and Flexibility propel it to perform and

excel in all spheres of the business.

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Quality

For RPG quality determines success. Continuous process improvements are carried out to ensure

complete satisfaction of customer and market requirements.

History

The history of RPG began in 1820 when Ramdutt Goenka, from a small town in Rajasthan, came

to Calcutta to do business with the British East India Company. The following milestones speak

of his enterprising efforts, and the subsequent growth of the RPG group.

By the 1900s the Goenkas establish themselves in diverse business sectors like banking, textiles,

jute and tea.

Sir Hariram Goenka and Sir Badridas Goenka are conferred knighthood by the British for

outstanding contribution to business and the community. In 1933, Sir Badridas Goenka becomes

the first Indian to be appointed Chairman of the Imperial Bank of India (now the State Bank of

India). He is elected President of the Federation of Indian Chambers of Commerce and Industry

(FICCI) in 1945.

Keshav Prasad Goenka (son of Sir Badridas Goenka) continues the successful trait of

entrepreneurship. In 1950 Goenka’s acquire two British trading houses - Duncan Brothers and

Octavius Steel. After successful acquisitions in the areas of tea, automobile, tyre, jute, cotton

textile and electric cables, Keshav Prasad Goenka retires in the 70s. His business is taken over by

his three sons.

One of the sons, Rama Prasad Goenka (better known as RP Goenka), starts RPG Enterprises in

1979 with Phillips Carbon Black, Asian Cables, Agarpara Jute and Murphy India.

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The 80s see further acquisitions by the RPG group, the first being CEAT Tyres of India

in 1981. The group then went on to acquire KEC (1982); Searle India, now RPG Life Sciences

(1983); Dunlop (1984); HMV (1988); and finally CESC, Harrisons Malayalam, Spencer & Co.

and ICIM in 1989. RP Goenka’s sons Harsh (Chairman) and Sanjeev (Vice-Chairman) spearhead

the group’s management from 1990.

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SOME IMPORTANT FACTS ABOUT SPENCER’S

Date of Establishment 1996

Revenue Rs. 10,913 crores (FY 2007) – RPG Group

Market Cap  Rs. 8,314 crores (2007) – RPG Group

Address  RPG Enterprises, CEAT Mahal, 463, Dr.

Annie Besant Road, Worli, Mumbai 400

030, Maharashtra, India

Branches Mumbai, Gurgaon, Ghaziabad, Lucknow,

Calicut, Hyderabad, Vizag, Vijayawada,

Aurangabad Durgapur and Kolkata

Management Team R.P Goenka – Chairman Emeritus

Harsh Goenka – Chairman

Sanjiv Goenka – Vice Chairman

S Bannerjee – President/Chief Executive

Power Sector

P.K Chowdhary – President/Chief

Executive Tyre Sector

Subroto Chattopadhayay – President/Chief

Executive Entertainment Sector

P.K Mohapatra – President/CEO,

Technology Sector

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Arvind Agrawal – President/Chief

Executive Corporate Development and HR

Ramesh Chandak - President/Chief

Executive Transmission Sector

P. Sampath Group CFO

Overview Spencer’s Retail is a part of the RPG

Companies that deals with food, apparel,

fashion, electronics, lifestyle products,

music and books. It operates through over

350 stores. It also offers services such as

gift vouchers and easy loans in association

with CitiFinancial Consumer

Finance India Ltd. It consists of Spencer’s

Hypermarkets, Spencer’s Super, Spencer’s

Daily and Spencer’s Express.

COMPANY HISTORY

YEAR & EVENTS

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1987 - The company was established in the year. The main objects of the company are

marketing and distribution manufacture of Pharmaceuticals-Aerated waters and other food

products- Marketing of consumer durables- Trawlers and marine products processing- Travel

and shipping- Imports and Exports - Hotels and Catering- Tea estater-Chain departmental stores-

computer and computer services- Real Estates.

- M/s Kellner Pharmaceuticals Ltd., Vulcan Electricals Ltd., Spencer International Hotels Ltd.,

Spencer, Furnitures & Furnishing, Spencer Estates Ltd., Spencer Consumer Products and

Services Ltd., Spencer Pharmaceticals Ltd., G.F.Kellner & Co. Ltd., Fiesta Restaurant Ltd.,

Kartik Pharmaceuticals Ltd., and Spencer Information Services are the subsidiaries.

1995 - Spencer Industrial Fund Ltd has become a Subsidiary of Spencer International Hotels Ltd

under provision of Section 4(1) (a) of the Companies Act, 1956 and accordingly a Subsidiary of

this Company also from 24th January.

1996 - The Company has entered into a Technical Assistance cum Joint venture options

Agreement with M/s. Dairy Farm International Holdings Ltd., a major International retailing

force operating in several countries.

1997 - During the year the company has entered into a Joint Venture agreement with DFI

Mauritius Limited to enter yet another Retail Format. A chain of retail drugstores, dealing in

Medicines, Cosmetics, Toiletries and allied Health and Beauty products, is proposed to be set up

on a nation-wide basis.

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- A new company has been named as RPG Guardian Private Limited and is on a mission to lop a

highly regarded retail business in India by offering excellent service and value to customers. The

company has been set up on a 50 : 50 equity partnership basis. The total paid up capital of the

company will be Rs. 450 lakhs consisting of 45,00,000 of equity shares of Rs. 10/- each.

1998 - Mr P.K. Mohapatra appointed as Managing Director w.e.f. 1st April.

- The Company's expansion4 into Food Retailing through the chain of Food World Supermarket

started during 1996 made significant progress during the year. - Foodworld has became a

household name in three cities enjoying high patronage from its customers and suppliers.

2000 - Spencer & Company, an RPG group outfit, has signed a joint venture agreement with

Dairy Farm International Mauritius (DFI) to launch a chain of large distribution infrastrucutre,

essentially meant to serve the small retailer.

- The Company will form a joint venture company, as a subsidiary of Spencer’s.

SPENCER’S RETAIL

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Based in Kolkata, India, Spencer's Retail is one of the country's fastest growing retail

companies with approximately 2 million square feet of retail space and more than 400 stores in

65 cities. Products include food, apparel, electronics, lifestyle products, music, and books.

Spencer's Retail is a division of RPG Enterprise, a business group with more than 20 companies

in industries such as power, technology, retail, and entertainment. Established in 1979, RPG

Enterprises has annual revenue of $3.25 billion.

Customer Challenges

Enable rapid business expansion

Improve performance

Add room for growth

Ensure IT systems' availability

Solution:

Spencer's Retail based its production environment on Sun SPARC Enterprise servers that run

SAP ERP software. The infrastructure includes Sun storage solutions and a remote disaster

recovery site with Sun SPARC Enterprise and Sun Fire servers. When implementation is

complete, more than 350 stores will connect to the new system.

Business Results

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Improved performance

Increased scalability

Ensured IT systems' availability

Reduced space and power requirements

Products and Services:-

Sun SPARC Enterprise M5000 Server

Related Customer Success Stories:-

Out spark Increases System Uptime and

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Sun SPARC Enterprise M4000 Server

Sun SPARC Enterprise T5120 Server

Sun Fire V490 Server

Sun Storage Tek 6540 Array

Sun Storage Tek 6140 Array

Sun Storage Tek SL500 Modular Library

System

Solaris 10 Operating System

Solaris Cluster 3.2

Sun Storage Tek Data Replicator Software

Performance, Cuts Power Consumption and

Costs with Sun Server Solution.

Sun Unified Storage Helps Elanders Reduce

Costs and Increase Performance.

Ivan Smith Furniture Deploys a Java-Based

Reporting System from MCM Software.

View all Customer Success Stories.

Story Details

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Spencer's Retail in India is in an enviable but challenging position instead of trying to

generate new business, it is struggling to keep up with explosive growth. Approximately two

years ago, the company had approximately 60 stores and 4,000 employees; today, it has more

than 350 stores and 15,000 employees.

By 2004 the retail industry was growing rapidly in India, and Spencer's Retail decided to

pursue an aggressive expansion strategy. The company had the customers, the products, and the

employees to make it happen. It just needed an IT infrastructure that could support rapid growth.

Current servers were at capacity, and the company needed to upgrade before adding new stores.

Amit Mukerjee, Group CIO of the RPG Group, describes the challenge as part of the learning

curve for retail development in India. “Retailing is a new business in this country. As the

business matures, the process matures, and IT systems must evolve accordingly.”

" One benefit for us with Sun Microsystems is its understanding of retail and its ability to

architect a solution for this type of business. The second benefit is that Sun has the technology

to support a transaction-intensive environment, and it can provide us a solution that can

handle large amounts of data so that business runs smoothly. "

— Amit Mukherjee, Group CIO, RPG Group

The company also needed an enterprise resource planning (ERP) solution to handle

critical processes such as supply-chain management. It decided to implement mySAP ERP, now

called SAP ERP, and realized the solution needed to run on high-performance servers. Spencer's

Retail evaluated several possibilities, including servers from HP, IBM, and Sun Microsystems. It

decided to build its IT infrastructure on Sun systems for several reasons. Sun SPARC Enterprise

Servers had the performance and scalability needed to sustain its business, and they delivered

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higher performance at less cost. Sun's knowledge of the retail space in India, as well as its long

history with RGP Enterprises, were also deciding factors.

Spencer's Retail chose Sun SPARC Enterprise M5000 servers with four dual-core 2.1

GHz SPARC 64 VI processors as the center of its production environment. Designed for

consolidation and virtualization, Sun SPARC Enterprise Servers bring mainframe-class

utilization and efficiency levels to the open systems market. Supporting hardware partitions and

Solaris Containers, these systems deliver deliver 24/7 mission-critical services while reducing

power, cooling, and space requirements.

After an eight-month testing period beginning in early 2005, the company installed the

SAP ERP database software on two Sun SPARC Enterprise M5000 servers in a high-availability

cluster with Sun Cluster 3.2 software. The disaster recovery solution ensures business continuity

with advanced failover protection.The cluster is connected to a Sun StorageTek 6540 array

through a Dell Brocade SW200E Switch. ASun StorageTek SL500 Modular Library System is

used for data backup as well. The solution also includes Sun SPARC Enterprise T5120, Sun

SPARC Enterprise M4000, and Sun Fire V490 servers used to support both production and

quality assurance functions.

Spencer's Retail has rolled out its SAP solution to approximately 160 stores and expects

to complete deployment to more than 350 stores by October 2008. The company purchased the

SunSpectrum Enterprise Service Plan to help support the ambitious project. Indranil Guha, head

of the ERP data center at Spencer & Co. says, “We are always in touch with Sun; we work with

it as a partner. Good customer service is very important to us, because we run our entire business

on Sun servers.”

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The company is meeting its initial goals for a high-performance solution with room for

growth. It has already observed that data transactions run as much as five times faster on the new

systems. And it estimates that its current solution can easily handle up to 1,000 stores. The

company also appreciates that the more energy-efficient and compact design will reduce space

and power requirements.

Spencer's Retail plans to enhance its IT environment further with a new disaster recovery

site, which will include Sun Fire V890 servers and Sun SPARC Enterprise T5120 servers

running Solaris Cluster software connected to a StorageTek 6140 array. It will also use Sun

StorageTek Data Replicator Software software to mirror data between the production

environment and the remote location. Together with its new server infrastructure, the disaster

recover installation will provide the high-performance, high-availability solution the company

envisioned. With its business processes running on Sun infrastructure, Spencer's Retail can meet

business growth with confidence.

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MANAGEMENT BOARD:-

The Management Board comprises of highly qualified and experienced professionals

from different business areas.

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RPG ORGANIZATIONAL EXCELLENCE:-

RPG Organizational Excellence is an effort toward achieving excellence by enhancing

performances through clarity of purpose, meticulous planning, tenacious execution and passion

to excel.

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RPG ORGANIZATIONAL APPROACH:-

RPG Organizational Approach translates the group’s organizational excellence strategy through an

effective 3-point program:

Six Sigma

TPM

Continuous Improvement

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ABOUT RPG :-

RPG Enterprises is not only one of the biggest, but also one of the most respected

names in the industry. A US$ 3.4 billion business conglomerate, RPG is one of the powerhouses

that drive Indian Industry. With more than 20 companies, it spans 7 business sectors, Retail,

Technology, Entertainment, Power, Transmission, Tyres and Specialties- all under the RPG

banner. Even with such a diverse portfolio, the fact that RPG Enterprises has had nothing but

only unrivalled success in all these sectors, speak very highly of the efficiency and vision with

which the company is run. Over the years RPG Enterprises has built a huge reservoir of trust and

goodwill among the people of India. People at Spencer’s are truly proud to be a part of the

RPG

THEIR HERITAGE:-

Since 1863, Spencer’s has been a part of the Indian retail landscape. At one time, the

Spencer’s Empire stretched from Peshawar to Cochin, from Karachi to Chittagong, spanning

the length and width of undivided India. Originally owned by a British gentleman – yes, there

was a Mr. Spencer (John William Spencer, to be precise) – it acquired Indian ownership in the

1960s, and became part of the RPG Group in 1989.

In 1995, RPG Enterprises, the flagship company of the RPG Group, launched Foodworld

as a joint venture with Hong-Kong based Dairy Farm International. The joint venture, which

operated supermarkets under thename “Foodworld” and hypermarkets under the name “Giant”,

was terminated in 2006. RPG retained 48 of the 93 stores it owned. These were re-furbished and

their launch under the brand name, Spencer’s, kicked off a new phase in both the history of the

Spencer’s brand, and the retailin India.

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Since inception Spencer’s has been a consumer-centric brand, constantly innovating, pioneering

formats, evolving over time but always keeping consumer needs and satisfaction center-stage.

Back in 1920, we were the first grocery chain in India. In 1980, we became the first supermarket

chain, and in 2001, we introduced India to the joys of hypermarket shopping.

What has remained unchanged almost 150 years is the trust the Spencer’s brand evokes.

To the consumer, it carries the promise of innovation, quality, and service; the confidence that

they will always be able to find a Spencer’s at a convenient location; that it will have a pleasant

ambience; and that it will offer a wide range of products at affordable prices.

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RPG VALUES:-

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Customer SovereigntyPeople OrientationInnovation and EntrepreneurshipTransparency and IntegrityAnticipation, Speed and FlexibilityPassion for Superior Performance

VISION

We shall be a leading Indian group with a focus on market capitalization through

• Leadership in profitability and revenue growth in our chosen business

• Being a customer centric organization

• Being the most exciting work place

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Harsh Goenka, Chairman, RPG Enterprises

DIVERCIFICATION IN DIFFERENT SECTOR

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RETAIL MACRO ENVIRONMENT:-

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RPG – RETAIL VISION

To be a customer focused, differentiated, Foods intensive Retail Company with clusters

of destination and convenience stores (Hyper ,Supers & Dailies)

To establish Spencer’s Express & mass proliferate

To set up Retail chains in focused Verticals like Music, Books, Mobility Solutions,

Apparel, Footwear, Luxury Brands and Life Style Brands where domain knowledge

exists or is acquired through partnerships

To achieve Pan India presence with 2000 Stores through current verticals by 2009 &

5000 stores by 2011

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THE JOURNEY :-

RPG RETAIL 1995-2005

Grocery – Super markets.

GIANT HYPERMARKETS Hypermarket with extended range

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HISTORY

• 1995 – JV between RPG and DFI to set up retail Stores in grocery.

• 1996-2003- All is well – rapid expansion 95 stores across south & Pune.

• 2001- FDI withdrawn in retail.

• 2002- MOU expires with DFI .cracks in the JV. No store opened till 2005.

• JV Broke up 2005 Sept.

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RPG RETAIL – 2005 ONWARDS :-

September 2005 -Spencer’s Retail was born- A revitalized organization with new hopes

and challenges.

Group re-dedicates itself to the industry

New store opening plans made and first store opened in October

Addition of new Formats : Books n Beyond, Cellucom in sector portfolio in 2007

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SPENCER’S RETAIL: CURRENT VIEW :-

Aggressive plans for Spencer’s

Exited March ’08 with 400 stores including 16 Hypers with T/O Rs 800 Cr.

Propose to add >500 stores including 26 Hypers by March ’09 with T/O > 2000

Cr.

Exit ‘09 with >1000 Spencer’s stores

Investment plan - Rs 1100 Cr for Spencer’s expansion.

May ’08: Pan India presence in 65 cities with 400 stores - 16 Hypers, 12 Supers,

197 Dailies, 135 express.

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FORMATS OF SPENCER’S OUTLETS

Spencer’s has retail footage over 2 million square feet and over 400 Spencer’s stores in 65 cities.

The Company operates through the following formats:

1. Spencer’s Hypermarkets: A fast growing retail network of hypermarkets with large

format stores in Mumbai, Gurgaon, Ghaziabad, Lucknow, Calicut, Hyderabad, Vizag,

Vijaywada, Aurangabad, Durgapur and Kolkata.

2. Spencer’s super: One of the largest supermarket chains in the food and grocery

segment in India.

3. Spencer’s Daily: Small format stores conveniently located with a range of products to

meet daily household needs.

4. Spencer’s express: Food and grocery store next door.

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Spencer’s Daily

Fresh Fruit Stall Market stall Manton Market

The Spencer’s Daily store is a friendly neighborhood store, which caters to the entire

daily shopping needs- from regular groceries to fresh food and also weekly top-up

shopping.

It is about 4000-7000 sq ft in size and with a bright and friendly atmosphere; Spencer’s

Daily saves the hassle of bargaining with the local kirana shop owners (because it offers

the lowest possible prices).

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SPENCER’S EXPRESS

Spencer’s Express is a store next door for the fresh needs at arm’s length.

These stores are around 1000 sq ft in size. They are open from 7 am to 9 pm and also

provides with home delivery.

The Express stores stock dairy, fruit and vegetables, bread and bread products, cut

vegetables/ready to cook, fruit juice, fresh batter, fresh coffee/tea, fresh masalas, fresh

pickles, fresh Ghee, fresh Fish and meat.

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SPENCER’S FRESH

Spencer’s fresh stores provide with an enjoyable and convenient shopping environment in

very own neighborhood. These 2000 sq ft. air conditioned stores are well stocked with

Fresh food of very best quality, such as fresh farm produce, vegetables, fruit, milk, eggs,

breads and much more. With an impressive range and a clean, bright and hygienic

ambience, Spencer’s Fresh is far better the regular sabzi mandis or local vegetables markets

and at Spencer’s.

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Fresh consumers not only do get fresh, clean and tasty farm produce but also the lowest

possible prices in the locality, yes even lower than sabziwala!

SPENCER’S SUPER

The Spencer’s Super is the place to go for the monthly shopping.

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About 8000-15000 sq ft. in size, the Spencer’s Super not only caters to the daily

needs but also stocks home care products; personal care products, Bakery, Chilled

and frozen food; Baby care besides groceries & staples, Fresh fruits and

vegetables.

SPENCER’S HYPER

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The Spencer’s Hypermarkets are huge destination stores, more than 25,000 sq

ft. in trading area. Shoppers come here looking for fantastic deals across all

categories.

Hypermarkets ensure a comfortable, clean, bright and functional ambience to

shop along with the convenience of finding everything under one roof at the

best value for money.

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BACKGROUNDER

India’s first modern format hypermarket was opened by Spencer’s in Hyderabad in January

2001. Located over an area of 1,20,000 sq.ft., the store has a trading area of 36,000 sq.ft. The

Spencer’s hypermarkets, located across the country, are open throughout the day, seven days a

week, 365 days a year.

Spencer’s already employ over 9000 employees across 60 cities. Roughly 1/3rd of the team are

women. Spencer’s began its operations in India way back in 1863 and since then has remained a

part of the lives of Indian consumers. 145 years later, the Spencer’s name still evokes special

memory of authentic quality at affordable prices.

Currently, RPG’s Retail activity comprises Spencer’s Retail, RPG Cellucom, Books & Beyond

and MusicWorld. RPG’s total retail outlets are more than …… The total area of all Spencer’s

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DIVISIONOF

HYPER

HWPFLHome, Work,

Play, Furniture,

Linen.

GARMENTSSECTION

Deals with Apparels.

ENE

Electrical N Electronic.

F & V

Fruits & Vegetables.

STAPLES

Deals with Grocery items.

FMCG

Food & Non-Food

stores across the country is over ….. sq.ft. Spencer’s currently has a national consumer base of

over 48 million people, who walk into the store every year.

SNAPSHOT

Different Formats of Spencer’s

Format Stocks Minimum Trading

Area (sq. ft.)

Spencer’s Express dairy, fruit and vegetables, bread and bread

products, fruit juice, fresh batter, fresh

coffee/tea, masalas, pickles, Ghee, Fish and

meat.

1000

Spencer’s Fresh vegetables, fruit, milk, eggs, breads 2000

Spencer’s daily regular groceries 4000-7000

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Spencer’s Super home care products; personal care

products, Bakery, Chilled and frozen food;

Baby care products

8000-15000

Spencer’s Hyper Miscellaneous More than 25000

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East UP

Lucknow:

Fun mall (hyper)AshianaAliganjIndranagarJankipuramRajendra nagarRajajipuramVikas nagarViram khandVivek khand

Ala

VaranasiBhelupurSigraMehmurganjBhojuveer

Gorakhpur(Hyper) City Mall

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Glass branding (hyper-Fun)

Elements available for branding….

H=8ftL=13ft

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Travellator branding

5 Glass sides of the travellator (Hyper Fun)

Contd…

Drop downs 3ft-2ft (hyper) . Danglers (all)

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44

Contd…..

L = 6ft B = 2ft

Cash Till branding 2 (hyper)

Cash till branding-1 (hyper)

L=3ftW=1ft10”

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Contd…

Standee (all) Leaflet branding (all)Up to 18sqft

Contd…

8’’

11’’

1FT 6’’

1FT 7’’

2FT 3’’

Trolley branding

L1 = 14”, L2 = 13”, H = 10”

Basket Branding

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Contd…

Carry bag branding (all) Bill roll – branding (all)

Contd…

Circular=3ft 6”Height=11ft 4”

Pillar branding inside mall

Pillar Branding (3 Pillars) H = 7ft 10”, W = 2ft 8”

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Contd…

Circular=3ft 6”Height=11ft 4”

Pillar branding inside mall

Pillar Branding (3 Pillars) H = 7ft 10”, W = 2ft 8”

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Contd…

Floor sticker (all) Cash till branding (small stores)

L=2.5ft W=1.5ft

Contd…

Cash till branding Indranagar & Ashiana store

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PART-II

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OBJECTIVE OF THE PROJECT

The project would study the scanning efficiency of the products of the HWP section of

the Hyper.

To find out the main reasons behind the decreased scanning efficiency of the products of

HWP section.

To check how many products require alteration i.e., retagging, New Mrp etc.

It will also let us know the comparison between the scanning efficiency of HWP and

other sections.

What is the amount that is lost due to inefficiency of the section?

To suggest some action that can help in increasing the efficiency of the section.

What kind of problems are faced by the CSA’s at the till counter related to the products

of HWP section.

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RESEARCH METHODOLOGY:-

RESEARCH

“Research is a systematized effort to gain new knowledge.”

-Redman & Mory

“Research is a careful investigation or inquiry especially through search for new facts in any

branch of knowledge.”

-Advanced Learner’s Dictionary of Current English

“Research is the manipulation of things, concepts or symbols for the purpose of generalizing

to extend, correct or verify knowledge, whether that knowledge aids in construction of theory

or in the practice of an art.”

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OBJECTIVES OF RESEARCH

The purpose of research is to discover answers to questions through the application of scientific

procedures. The main aim of research is to find out the truth which is hidden and which has not

been discovered as yet. In this project descriptive type of research has been done.

DESCRIPTIVE RESEARCH

Descriptive research includes surveys and fact-finding enquiries of different kinds. The major

purpose of descriptive research is description of the state of affairs as it exists at present.

In social science and business research we quite often use the term Ex post facto research for

descriptive research studies. The main characteristic of this method is that the researcher has no

control over the variables; he can only report what has happened or what is happening.

As in this report descriptive research has been used methodology was based on comparative

analysis which was done for six sectors for 92 companies in east UP for alliances and activation

area. Sectors were Education; Telecom, Healthcare, Insurance and banking, Automobile, and

others. From which 41 was positive and 51 were negative responses when presentation was give

to these companies from the positive responses few converted into deals as telecom companies

were ardent interested in branding comp aired to other sectors. The revenue generation from this

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sector was more than other sectors. The research study based on companies responses as telecom

companies have big budget comp aired to other sectors because of high competition in telecom

sector as they want to connect to there customer fast. Few companies are interested but they

worried about response they are not sure they will get benefit or not, convinced them quite

difficult task. Analysis done on every sector separately and comparative analysis for two sectors

has been done. The responses which was viewed for 92 companies can be deliberate by

descriptive study only because whatever the responses was give by companies could be

psychoanalysis only by whatever interaction taken place during the period of presentation till the

last fellow up of the company. Positive and negative responses also analyzed on executive

responses and depend on the communication which taken place between the company executive

and Spencer’s trainee not any type of questioner was prepared. Experiences and understanding

of trainee has been revealed in the project report.

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PART-III

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DATA ANALYSIS:-

We directed all our sincere efforts in doing the project with much sincerity and honesty.

We found many a things hap hazarded in Spencer’s as the dedication of the employees towards

their work was not up to the mark.

There were a lot of problems we faced while we were scanning the products of the HWP

section. Some of them are described below as follows:-

There were some torn tags which were difficult to get scanned.

There were some products that didn’t have tag at all.

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One major problem was also that some products Mrp as ‘zero’.

Some products were also found as INF (Item not found).

We scanned all the items of the HWP section & with our sincere efforts and with the

coordination of the Spencer’s employees, we were able to resolve the problems discussed

foresaid.

We gave following suggestions to enhance the scanning efficiency of the HWP section:-

The tag should be placed at the places where there is minimum friction.

Faulted products should be sent for retagging.

The products with zero mrp problem & INF problems must be coordinated to the

merchandiser.

ERRORS FOUND DURING SCANNING

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ACTIVACTION

Under activation we draft new activities which attract customer to spent time and money in store.

Its objective is to increase footfall and average bill value through bill buster. The ultimate goal of

any businesses is to increase its sales and income. Ideally we want to attract new customers to

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our products and encourage repeat purchases. Awareness plays very important role to increase

sell, activation can work as catalyst in increasing the awareness among the customers. Activation

makes easier to hold the customer for long duration as customer walk-in with their families with

kids games such as jinga, cricket chess and exiting gifts which compel the customer to brose in

the store which result in up selling. As malls are becoming the blistering places for companies to

do their promotion and activities every week end some or the other going in malls which benefit

not only the company but also the malls to increases the footfall in malls.As Spencer’s retail do

activation on every week-end which increase the sell of Spencer’s garments section which was

not making much revenue earlier. Education, health care, Banking sectors also doing activation

in retail sector as they can get their target customer easily through less effort they valuable data

base .Sponsoring big events is also part of activation.

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In the above graph it shows how many times customers viisit the spencers in month every

Times 5.60% of customer visit the store where as not visited customer are quite high27.20

%.This pecentage of customer can decreased through activation part .Such as Through awreness

which spread through leafelet.Ossasionaly type customer can be Increased by giving them some

execting offers .Week end activation can drive once and twice type customers to the store.In 60

days eight activites were organised every week ends activties like jinga; cricket ;Chess; spoon

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race ; quize competation and The glow beauti center activity were also Organised which lead the

customer to spent more time in store and wining the existing Gifts and purchase the first activity

increased the footfall and sell of the garments section At high phase.The activity which

organised by glow given them strong data base and potionsal clientele the gifts were given by

them huge number of customer participted with execement and thirl which increased the

spencer’s hyper footfall. Kids drawing competation were also organised in which huge number

of kids participted gifts were sponcered by the companies.

PHOTO GALLERY OF ACTIVATION

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LIMITATIONS

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Limited access to the data of the section.

Due to excess crowd on weekends we were unable to use the scanner for scanning the

products.

Representing Spencer’s was mammoth responsibility.

There was too much physical stress on us at weekends.

Companies marketing heads were very specific about sharing their information.

SUGGESTIONS

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Various other options available in order to enhance the scanning efficiency are as follows:

+ Festival oriented targeting: Organizing some special events at some strategic locations

such as Holi, Diwali, Christmas New-year.

+ On ground activity: Organizing some kind of games , Source of publicity, Source of free

advertisement.

+ Distributing freebies such as Pens, key chains, etc written Spencer’s over it on special

occasions. It will help in brand recall which in turn will help in creating goodwill.

+ Advertising should be done at the strategic locations in the markets through Banners and

posters. Hardly have we seen any banner of Spencer’s other than in malls or where

Spencer’s is present.

+ Tie ups with Multi-Plexes – Spencer’s should have promotional scheme card distributed

inside multiplexes so that people know about the Spencer’s offers .

+ Organizing Baby competition around housings and kids competitions in schools with

Freebies having Spencer’s logo.

+ Miscellaneous – Kids Pictures: Making a medium side board with a face of small child,

asking parents to bring pictures of their kids & pasting the pictures on the board. This

campaign can be run for a period of 20-25 days. The above suggestions are given keeping

in view customers of all age group. Spencer need to improve its fourth class employees

services behavior which putting bad Impact on its goodwill…Selling of spaces not the

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big deal for Spencer’s if they increase their footfall when Companies watch huge number

of footfall they will choose Spencer’s for their promotion Activities.

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CONCLUSION

As retail sector is booming, We live in a word with too many stores and we are Witnessing a

dramatic thining of the retail herd by the dual forces of a changin Consumer and a sluning global

economy. When times are good retail brand might Get along by emulating others. Coping

everything from their visual look and Feel and real estate strategy .However when times get

tough it’s the great Retail brand that win the ones that innovate, understand the DNA of their

brands and Connect with their customer. As per learning about Alliances and activation in 60

days it is profit maker for a retail Store it helps in increasing the revenue and foot fall building

relationship with other Brands and giving them lead to showcase their elements inside the store.

It also Help the company in increasing the awareness about the store and its products.

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SWOT ANALYSIS:-

SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of

planning and helps marketers to focus on key issues. SWOT Stands for strengths, weaknesses,

opportunities, and threats. Strengths & weaknesses are internal factors. opportunities, and threats

are external factors.

Strengths

Spencer’s have good brand awareness among the consumers.

Spencer’s in FMCG sector.

Spencer’s retail specialist marketing expertise.

Weaknesses

The consumers are not much satisfied of the offers introduced by Spencer’s.

Big Bazaar has better product range than Spencer’s.

Big Bazaar has better promotional schemes than Spencer’s.

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Opportunities

To become better in the business of garments.

To be accepted by the consumers in comparison to other retail stores.

To develop better marketing strategy than retail outlets.

Threats

Big Bazaar & Vishal Mega Mart are huge threats to Spencer’s.

Big Bazaar have greater acceptance among the consumers in comparison to Spencer’s.

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ANNEXURE

QUESTIONNAIRE

PERSONAL DETAILS

Name:

Address:

Gender:

Phone Number:

Marital status:

Education:

Profession:

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1. What kind of problems are you facing at the cash till?

a) Mrp Zerob) No Tagc) Dual Mrpd) INF

INTERPRETATION:

In this above mentioned pie-chart it is illustrated that the major scanning errors come

due to ‘No tags ‘ then it is followed by ‘INF’ ( Item not found ) problem, after that the

third major problem was of ‘Zero Mrp problem’ and last but not the least is Dual Mrp

problem in which a product shows dual Mrp which creates a lot of problem at the cash

till.

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2. Which section has the maximum number of scanning problems with their products?a) HWPFLb) FMCGc) ENEd) Garments

INTERPRETATION:In the above mentioned pie-chart, it is illustrated that HWPFL (45%) is the section which

has got the maximum problems regarding scanning which is followed by the Garments

(30%) section.

After that comes FMCG ( 15%) which has a comparatively less amount of defected

products who are returned form the cash till, it brings embarrassment to the Hyper as a

whole and the at last comes the ENE (10%) which has the minimum problem regarding

Scanning.

3. What is the present Scanning efficiency of the HWP section?

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a) 80%b) 85%c) 90%d) 95%

INTERPRETATION:

In the above mentioned pie-chart, it is shown here that what is the percentage of scanning

efficiency of the HWP section according to the CSA’s at the Cash till.

15% of them think that scanning efficiency is 95%.

25% of them think that scanning efficiency is 90%.

40% of them think that scanning efficiency is 85%.

20% of them think that scanning efficiency is 80%.

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4. What is the percentage of products who show ‘INF’ problem?a) 25-30b) 30-35c) 35-40d) 40-45

INTERPRETATION:

In the above shown pie-chart it is depicted that maximum ( 35%) CSA’s think that INF

products are almost between the range of 30-35.

The minimum (15%) CSA’s think that the products showing INF problem are in the

range of 40-45.

5. What is the percentage of products who show ‘NO TAG’ problem?

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a) 25-30b) 30-35c) 35-40d) 40-45

INTERPRETATION:

In the above shown pie-chart it is depicted that maximum (35%) CSA’s think that ‘NO

TAG’ products are almost between the ranges of 30-35.

The minimum (15%) CSA’s think that the products showing ‘NO TAG’ problem are in

the range of 40-45.

6. What is the percentage of products that show ‘DUAL MRP’ problem?

a) 5-10

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b) 10-15c) 15-20d) 20-25

INTERPRETATION:

In the above shown pie-chart it is depicted that maximum (40%) CSA’s think that

‘DUAL MRP’ products are almost between the ranges of 10-15.

The minimum (15%) CSA’s think that the products showing ‘DUAL MRP’ problem are

in the range of15-20 and 20-25.

7. What is the percentage of products that show ‘ZERO MRP’ problem?

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a) 5-10b) 10-15c) 15-20d) 20-25

INTERPRETATION:

In the above shown pie-chart it is depicted that maximum (40%) CSA’s think that ‘ZERO

MRP’ products are almost between the ranges of 20-25.

The minimum (15%) CSA’s think that the products showing ‘ZERO MRP’ problem are

in the range of 5-10and 10-15.

8. What is the customers reaction about this kind of problem?

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a) Leave that productb) Leave all the products of that sectionc) Cancel all purchasesd) Buy it from other place

INTERPRETAION:

In the above pie-chart it is illustrated that majority of the customers when against this

kind of situation cancel all purchases from that particular store.

Some of them also purchase it from somewhere else, while some just leave that product

and continue their purchase.

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9. What is the impact on company’s brand image?

a) Bad brand image

b) Not any impact

c) Decrease competitiveness

d) Loss in customer loyalty

INTERPRETATION:

In the above pie-chart it is illustrated that there will be a greater impact on brand

image which will be bad, and there will be a minimum loss in customer loyalty due to

this problem.

10. What will be the impact on customer loyalty due to this problem?

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a) No impact

b) Minimum impact

c) Bad impact

d) Loose customer

INTERPRETATION:

In the above pie-chart, it is illustrated that there will a bad impact on customers loyalty

which is maximum ( 59%) and there is a very less possibility that there will be no

impact.

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SURVEY ON SPNCER’S RETAIL

What is the thought of people about Spencer’s retail?

1. Have you heard of Spencer’s?

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Yes 93%

No 7%

2. Have you visited Lucknow city Spencer’s earlier?

Yes 90%

No 10%

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3. Visited Lucknow Spencer’s once, twice or more?

Once 12%

Twice 19%

More than Twice 69%

4. Peoples not visited to local retail stores?

Local shops 10 %

Big Bazaar 20 %

Any other stores 70 %

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5. Spencer’s products range available to customers?

Spencer’s 3%

Big Bazaar 5%

Vishal Mega Mart 15%

Others 77%

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6. Spencer’s in FMCG?

Spencer’s 67%

Big Bazaar 25%

Vishal Mega Mart 8%

7. Spencer’s in garments?

Yes 8 %

No 92 %

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8. Spencer’s in F & V?

Yes 22 %

No 78 %

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BIBLIOGRAPHY:-

Author’s Name Book Name Place of Publication Year

Kothari, C.R. Research Methodology-

Methods and Techniques

Wiley Eastern Ltd., New Delhi

Brown, F.E. Marketing Research, a

structure for decision

making

Addison-Wesley Eastern Ltd.

Dunn Online Jean and

Virginai A Clarck

Applied Statistics John Wiley and Sons

Hooda, R.P. Statistics for Business and

Economics

Macmillan India, New Delhi

Green Pant E and Donald S.

Tull

Research for Marketing

Decisions

Wiley Eastern, New Delhi

Philip Kotler. Marketing Management Prentice Publishing Co., New

Delhi.

Shenoy, GVS et al. Quantitative Techniques

for Managerial Decision

Making

Wiles Eastern New Delhi

.

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Websites

www.Spencersretail.com

www.rpggroup.com

www.scribt.com

Magazines

India today.

Business world.

Business india.

Material profile of company.

Surey.

Search engines.

www.google.com

www.search.com

www.yahoo.com

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