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MARKETING PROJECT
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VISIT TO A RETAIL STORE
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NAME:MUHAMMED FIDAN
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CLASS: 12-P
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GULF ASIAN ENGLISH
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SCHOOL
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2019-20
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 ACKNOWLEDGEMENT

I would like to extend my sincere gratitude to all those who are

connected with this project of mine. First of all, I would like to
thank God for his grace due to which I could successfully
complete my project. I feel obliged in taking the opportunity to
thank my worthy Marketing teacher Ms.Shemi Manaf for all her
support and guidance. I would also like to thank my parents for
their contribution towards my project. I am indeed very happy
to thank my dearest friends for their valuable suggestions. I
also thank CBSE for this opportunity which helped me increase
my knowledge. Once again, I extend a sincere thanks to all. I
have no valuable words to express my thanks, but my heart is
still full of favours received from all.
 INDEX

S.NO TOPICS
1 Introduction about the shop

2 Organizational structure
3 Services of retailers to Wholesalers
and Consumers.
4 Different types of Goods dealt.
5 Additional services
6 Promotional activities
7 Buying and selling
8 Competitors
9 Conclusion
10 Bibliography
VISIT TO A RETAIL
STORE
 LULU HYPERMARKET
INFORMATION ABOUT THE STORE:
LuLu Group International is an Indian multinational conglomerate
company that operates a chain of hypermarkets and retail
companies, headquartered in Abu Dhabi, United Arab Emirates. It
was founded in 2000 by M. A. Yusuff Ali who hails from the
Thrissur district in Kerala, India. LuLu Group International mainly
operates the international chain of hypermarkets named "Lulu
Hypermarket" across the Gulf Cooperation Council (GCC). LuLu
has over 57, 000 employees of various nationalities.
It is one of the largest retail chains in Asia and is the biggest in
the Middle East with 178 outlets in the Gulf Cooperation Council
(GCC) countries. LuLu Group International administrates Lulu
Hypermarket which also has 13 malls all over the GCC Countries
 LULU WHERE THE WORLD COMES TO SHOP!

HISTORY
LuLu Group International opened its first supermarket in Abu
Dhabi, United Arab Emirates, in 1995, when the retail business
scenario in the region started to change with the entry of
Continent (now Carrefour). Later, more LuLu Supermarket stores
were opened in different parts of Abu Dhabi. There are also
several Lulu stores found in the emirate of Dubai. In the late
1990s, the LuLu Center department stores were launched, and
the group expanded to other countries in the Middle East. In
2000, the first Lulu Hypermarket store was opened in Dubai. With
this launch, the Group embarked on an aggressive expansion
plan. It soon grew into a chain with several outlets across the
UAE, Kuwait, Qatar, Kingdom of Saudi Arabia, Bahrain, Oman,
and Yemen. Lulu Hypermarket is owned by the parent company
LuLu Group International.
 Organizational structure of LuLu

LuLu deals in various goods like:

Food Cupboard Baby & Kids

Health & Beauty Household

Grocery Offers
PROMOTIONAL ACTIVITIES
The customers enjoy discounted prices during offers.They also
exploit the use of coupons received on certain amount purchase
and also use gift vouchers to gift it to their loved ones.This surely
attracts the customers to purchase from their store.

ADDITIONAL SERVICES OFFERED BY LULU GROUP

Along with the basic parking and ATM facilities,LuLu hypermarket also
indulges in many other activities like in the before page and services to the
society as well as the needy.
SERVICES TO WHOLESALERS AND
MANUFACTURERS

 Retailers give manufacturers or producers access to markets

by offering them the opportunity to present their products to
consumers.
 The manufacturer and the wholesaler are relieved of making
individual sales to consumers in small quantities.
 Retailers supply valuable and reliable information to
wholesalers and manufacturers about the consumers’
demands and the changes occurring in their likes and
dislikes.
 Information about the consumers’ likes and dislikes received
from the retailers through the wholesalers enable the
manufactures to make suitable adjustments in the design,
size and contents of their products. Thus they can
manufacture right types of goods at right time.

SERVICES TO CONSUMERS

 As retailer holds stocks of goods ready for immediate use

and he is prepared to sell in small quantities, the individual
or household consumer is relieved of the burden of storing
large quantities of every article of daily use.
 Retailer provides consumers with a wide variety of choice.
Retailers, by assembling products of different variety from
 different manufactures, enable consumers to make choice
from a large variety of goods displayed in their stores.
 Retailers buy and stock goods suitable to the consumers
and they are situated in convenient localities, usually very
near to the consumers’ residence.
 Retailers stock fresh goods to meet daily demands of their
customers. They sell to consumers in quantities, which suit
the pockets of different individuals.
 Retailers make available to their customers goods of the
sizes, styles, types, qualities and prices they prefer.

 Many retailers offer free home delivery of goods purchased.

 Many types of retailers sell goods on credit to their

customers whom they know personally.

 Retailers supply information and give expert advice to

consumers. Many consumers would not know that new
products are available, if retailers do not bring this to their
notice.

DEFINITION AND MEANING OF RETAIL STORE

Definition: A place of business usually owned and operated by a
retailer but sometimes owned and operated by a manufacturer or
by someone other than a retailer in which merchandise is sold
primarily to ultimate consumers.
Meaning: A store that sells smaller quantities of products or
services to the general public. A business that operates as a retail
outlet will typically buy goods directly from manufacturers or
wholesale suppliers at a volume discount and will then mark them
up in price for sale to end consumers.

TYPES OF RETAILERS
There are 7 main types of retailers which can be defined by the
size of their business and the way they in which they sell their
products.
The 7 main types of retailers are;

1. Department Store – This type of retailer is often the most

complex offering a wide range of products and can appear as
a collection of smaller retail stores managed by one company.
The department store retailers offer products at various pricing
levels. This type of retailer   adds high levels of customer
service by adding convenience enabling a large variety of
products to be purchased from one retailer.
2. Supermarkets – Generally this type of retailer concentrates
in supplying a range of food and beverage products. However
many have now diversified and supply products from the
home, fashion and electrical products markets too.
Supermarkets have significant buying power and therefore
often retail goods at low prices.
3. Warehouse retailers – This type of retailer is usually situated
in retail or Business Park and where premises rents are lower.
This enables this type of retailer to stock, display and retail a
large variety of good at very competitive prices.
4. Specialty Retailers – Specialising in specific industries or
products, this type of retailer is able to offer the customer
expert knowledge and a high level of service. They also add
 value by offering accessories and additional related products
at the same outlet.
5. E-tailer – This type of retailer enables customers to shop on-
line via the internet and buy products which are then
delivered. This type of retailer is highly convenient and is able
to supply a wider geographic customer base. E-tailers often
have lower rent and overheads so offer very competitive
pricing.
6. Convenience Retailer – Usually located in residential areas
this type of retailer offers a limited range of products at
premium prices due to the added value of convenience.
7. Discount Retailer – This type of retailer offers a variety of
discounted products. They offer low prices on less fashionable
branded products from a range of suppliers by reselling end of
line and returned goods at discounted prices.

COMPETITORS
The most leading competitor for LuLu hypermarket is Carrefour
and there are other competitors too like Spinneys, Al Maya etc.
Carrefour
Carrefour was launched in United Arab Emirates in 1995. Today,
Carrefour operates 28 hypermarkets, 43 supermarkets, and
employing over 9200 of colleagues.
Carrefour is dedicated to rewarding its loyal customers and
offering access to a unique and pleasant shopping experience
through special offers and promotions throughout the year.
Carrefour is committed to continued business growth in
convenient locations across the Middle East, Africa, and Asia to
create great moments for everyone, every day.
It offers a variety of products like electronics, grocery, food, Home
Appliances etc.
 BUYING AND SELLING PROCESS IN
LULU

 Satisfy the needs of as many people as possible:

To cater to the needs of our customers throughout the world,
we refine our offering to provide them with a selection of
fresh products, products from local suppliers, major-brand
products, essential non-food items, the best new innovations
and day-to-day retail services. Satisfying all our customers is
also about being attentive to their expectations in terms of
ethics, values and meaning as well as to certain specific
needs.
 Ensuring product quality:
Quality is essential for gaining our customers’ trust in the
long term. It is in our genes. Our products all meet strict and
intangible requirements in terms of quality and safety.  We
must reaffirm our quality culture continually, making sure we
are the best we can be, particularly in fresh products, by
strengthening partnerships with the producers and livestock
farmers who guarantee an unparalleled level of quality. Our
priority is maintaining the best relationship between quality
and value for money in everyone’s interests.
 Improving the legibility of our product range:
We must ensure that our offering is of high quality and easy
to understand, particularly in terms of pricing. In our view it is
essential to prioritize effectiveness over simple proliferation.
In practice, this means we focus on products from the most
popular major brands, sold at market prices. Carrefour
brands complement these and focus on a selection of
simple, high-quality products and an increasingly extensive
range of regional products. To make shopping easier, we are
 also improving product displays through easily
understandable merchandising.
 Guaranteeing the best prices every day:
Offering our customers products at a fair price is essential to
Carrefour. Our pricing policy is based on low prices every
day, with more targeted promotions to restore our
customers’ purchasing power. Every day, we work to make
sure that they get the best prices, without compromising on
quality.
 Encouraging sales of local products:
An appreciation of regional products and being part of the
local community are fundamental to us. It is why we give our
store managers and their teams the flexibility to adapt their
product range to their catchment area and their customers’
expectations. We establish solid relationships with local
suppliers and encourage direct links between our customers
and producers. Our stores are embedded in their
environment in all the countries and regions in which we
operate.
 CONCLUSION

Lulu is a spacious departmental store which offers a wide variety

of products from all over the world.The store promises customers
with quality products at a lesser price.LuLu also focuses on the
society’s needs and fulfills its moral responsibility.It also ensures
that the environment is not exploited much during any of the
process. Retailers surely make it easier for their customers to get
their purchasing done in a better and efficient way.
With the growth in science and technology, we can expect a much
better service from the stores very soon.
 BIBLIOGRAPHY

https://en.m.www.wikipidia.org>wiki
https://en.wikipedia.org › wiki ›
LuLu_Group_International
https://en.wikipedia.org › wiki › Lulu
https:// www.luluhypermarket.com
https://lulugroupinternational.com
https://www.carrefouruae.com/
https://www.google.com
https://www.googleimages.com