Market Visit to Lulu Hypermarket , Coimbatore

on November 25-27, 2024

As part of the Marketing Management course and to gain practical exposure to retail marketing strategies, 120 I MBA students visited Lulu Hypermarket in three batches on November 25, 26, and 27, 2024. Mr. Navaneeth, Assistant Manager – Marketing, and Ms. Anuska, Marketing Executive at Lulu Hypermarket, accompanied the students during the field visit.

The resource persons guided the students through various sections of the hypermarket, explaining the strategic placement of product categories into three major zones, the purpose of bilingual navigation boards in English and Tamil for ease of movement, and the promotional areas designed to highlight special offers and deals. They also provided valuable insights into vendor management and the processes involved in collaborating with vendors to design discounts. Following the visit, Mr. Navaneeth interacted with the students, discussing in detail the unique selling propositions (USPs) of Lulu Hypermarket. He emphasized that factors such as a wide variety of products, excellent store ambience, hygiene, and an enhanced customer experience significantly attract footfalls from Coimbatore and nearby districts like Salem, Namakkal, Palakkad, Erode, and Ooty.

The speaker highlighted unique campaigns designed to attract customers during non-festival periods and discussed the effective waste disposal mechanisms in place. He explained the strategic purpose of having multiple billing counters to minimize waiting time and described the placement of product displays near billing areas as a strategy to engage customers while they wait in the queue. The loyalty programs offered by the store were outlined to build lasting customer relationships. He emphasized that these measures enhance the overall shopping experience, presenting them as key contributors to Lulu’s success. This market visit was coordinated by Dr. Latha A- Associate Professor, Marketing.