LULU INTERNATIONAL SHOPPING MALL

A Summer Internship Report

Submitted by
BARATH CHANDRAN R BMC23MBA09

Under the guidance of

Dr. Lekha Kashmir
(Asso. Professor BMC College of Engineering)
In partial fulfilment of summer internship for the award of the degree of

MASTERS IN BUSINESS ADMINISTRATION

APJ Abdul Kalam Technological University

BASELIOS MATHEWS II COLLEGE OF

ENGINEERING SASTHAMKOTTA, KOLLAM

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2
 DECLARATION

I Barath Chandran R, (BMC23MBA09) hereby declare that this internship submitted in

partial fulfilment of the requirements for the award of the degree in Master of Business
Administration to the APJ Abdul Kalam Technological University is a bonafide record of
work done by me under the guidance Asst. Prof. Dr Lekha Kasmir, Baselios Mathews II
College of Engineering, Sasthamcotta, Kollam. This report has not previously formed the
basis for the award of any degree, diploma, or similar title of any university.

Date: Barath Chandran R

Place: Kollam

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 ACKNOWLEDGEMENT

With a grateful heart I first thank God for his invisible guidance and grace for the successful
completion of the internship. I would like to thank Mrs Anto Rosario HR manager, at LULU
International Shopping Mall Pvt Ltd, Kochi for giving me an opportunity to be a part of
Operations Team and to do internship within the Organization. I would also like to thank all
the staff at Lulu Mall for their support and guidance. It is need with a great sense of pleasure
and immense sense of gratitude that I acknowledge for their help. I am Highly indebted to
Principal Dr L Padma Suresh and HOD Mr. Roy Samuel and Raimand Saimon for the
facilities provided to accomplish this internship. I am extremely thankful to Dr. Lekha
Kashmir Assistant Professor, BCMS who gave me guidance and suggestion for the
preparation of this summer internship study report. Finally, I would like to express my sincere
gratitude to my family, friends, and college faculty members who supported me whole
heartedly, helped me in every way and appreciated that I spent all my internship time
working.

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 EXECUTIVE SUMMARY

This report summarizes my internship experience at LULU international shopping malls Pvt
Ltd, Kochi, in the Service Department, from May 20, 2024, to July 3, 2024, as part of my
MBA program. The report outlines the objectives, duties, and responsibilities I undertook
during my one-and-a-half-month internship. The report provides an overview of the
organization, Including industry analysis, SWOT analysis, and activity reports. It also
highlights my contributions to the organization and the knowledge gained during the
internship. Through this internship, I gained insights into the technical, managerial, and
strategic aspects of the service department. The learning and experiences section details the
policies, processes, practices, and procedures I learned during my internship. A key finding
from my internship is that customers are price-sensitive, and therefore, LULU should
consider offering promotions and discounts to facilitate greater savings for customers. This
report showcases the activities I undertook during my internship and provides
recommendations for future improvements.

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 TABLE OF CONTENTS

SL. NO CONTENTS PAGES

1 INTRODUCTION 8

1.1 Industry Profile 9

1.2 Objective of Internship 13

2.1 ORGANISATION ANALYSIS 15

2.2 Phases of development of LULU 16

2.3 About LULU HYPER, FASHION, CONNECT 18

2.4 Competitors of LULU 21

2.5 Vision - Mission 22

2.6 Department and it’s functions 22

2.7 Financial performance 27

2.8 Organisational policies 32

2.9 SWOT analysis 33

3 POSITIONING OF THE INTERN & HIS/HER ROLE 35

3.1 Position of the Intern (Duties & Responsibilities) 36

4 DETAILS ABOUT INTERNSHIP 37

4.1 Weekly Report 38

4.2 Contribution of the Intern to the Organization 45

4.3 Knowledge gained from Internship 45

5 CONCLUSION 47

REFERENCE 48

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 Chapter 1

Introduction

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 Introduction

The internship experience at LULU International shopping malls private has been a pivotal
part of my academic journey, offering a practical and insightful immersion into the world of
Marketing. Over the course of 45 days (20-05-2024 to 03-07-2024), I had the opportunity to
delve into various aspects of Marketing, under the guidance of Mr. Aneesh RP (Asst. hyper
marketing manager, Kochi), gaining firsthand knowledge and skills that complemented my
theoretical understanding from university studies.

This report aims to encapsulate the key experiences, learnings, and contributions made during
my internship. It begins with an overview of LULU International shopping malls private
limited, followed by a detailed account of the projects undertaken and the tasks performed.
Additionally, reflections on challenges faced and lessons learned will be discussed, providing
a comprehensive evaluation of the internship period.

The insights gained during this internship have not only enriched my understanding of
Marketing, but have also contributed significantly to my personal and professional
development. I am grateful for the guidance and support received from my colleagues and
supervisors, whose mentorship has been instrumental in shaping my learning experience.

The success of LULU Mall is a testament to the vision and leadership, which continues to
expand its footprint in the retail sector globally. The group's emphasis on innovation,
customer satisfaction, and community engagement positions LULU Mall as a leader in the
retail industry, attracting millions of visitors each year.

Overall, this report seeks to convey the value and impact of my internship at LULU
International shopping malls private limited, highlighting the skills acquired and the insights
gained that will undoubtedly shape my future endeavours in the field of Marketing.

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 1.1 Industry profile

The retail industry consists of all companies that sell goods and services to consumers. There
are many different retail sales and store types worldwide, including grocery, convenience,
discounts, independents, department stores, DIY, electrical and speciality. Indian retail
industry has emerged as one of the most dynamic and fast-paced industries due to the entry of
several new players. It accounts for over 10% of the country’s gross domestic product (GDP)
and around 8% of the employment. India is the world’s fifth-largest global destination in the
retail space. India is the world’s fifth-largest global destination in the retail space and ranked
63 in the World Bank’s Doing Business 2023.

The sizeable middle class and nearly unexplored retail market in India are the main enticing
factors for international retail behemoths seeking to move into newer markets, which will
help the Indian retail business grow more quickly. The urban Indian consumer's purchasing
power is increasing, and branded goods in categories like apparel, cosmetics, footwear,
watches, beverages, food, and even jewellery are gradually evolving into business and leisure
that are well-liked by the urban Indian consumer. The retail sector in India is expected to
reach a whopping US$ 2 trillion in value by 2032, according to a recent analysis by the
Boston Consulting Group (BCG). India is one of the most promising and developing
marketplaces in the world. There is a great deal of desire among multinational corporations
to take advantage of the consumer base in India and to enter the market first. Nearly 60
shopping malls encompassing a total retail space of 23.25 million sq. ft are expected to
become operational during 2023-25.

Evolution of the Retail Industry in India

1. Early Beginnings: Traditional Retail

The evolution of the retail industry in India began with traditional retail formats, which have
been the cornerstone of the Indian shopping experience for centuries. Historically, Kirana
stores (small, family-owned grocery shops) and street vendors formed the backbone of
retailing, catering to local neighbourhoods with a focus on personal relationships and
community service. This period was characterized by a lack of organized retail frameworks,
with most transactions being cash-based and reliant on small-scale, localized operations.
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During this era, the retail landscape was predominantly unstructured, with minimal formal
regulation or standardized practices.

2. The Entry of Organized Retail: 1990s to Early 2000s

The 1990s marked the beginning of significant change in the Indian retail industry with the
advent of organized retail. This period was defined by the entry of major players such as
Pantaloon Retail and Westside, which introduced the concept of modern retail formats like
hypermarkets, supermarkets, and department stores. The economic liberalization of the early
1990s, which included reductions in trade barriers and foreign direct investment (FDI)
regulations, paved the way for international brands like Subhiksha and D-Mart to establish a
presence in India. This era witnessed the growth of structured retail environments offering a
variety of products under one roof, setting the stage for a new era of shopping experiences.

3. The E-Commerce Boom: Mid 2000s to Early 2010s

From the mid-2000s to the early 2010s, the Indian retail industry saw a dramatic shift with
the rise of e-commerce. This era was marked by the launch and expansion of online retail
giants such as Flipkart and Snapdeal, which transformed the way Indian consumers shopped.
The growth of internet penetration, increasing smartphone usage, and the introduction of
secure online payment systems fuelled this e-commerce boom. During this period, digital
marketplaces began to dominate, offering consumers unprecedented convenience and access
to a wide range of products. The rise of e-commerce also catalyzed the development of
logistics and supply chain innovations tailored for online retail.

4. The Omnichannel Revolution: 2010s to Early 2020s

The 2010s introduced the omnichannel retailing revolution in India, where retailers began
integrating online and offline shopping experiences to meet evolving consumer demands.
This period saw established brands such as Reliance Retail and Big Bazaar enhancing their
digital presence and launching omnichannel platforms to offer features like click-and-collect
services and seamless return processes. The focus was on creating a cohesive shopping
experience across multiple channels, reflecting a shift towards consumer-centric retail models
that combined the benefits of physical stores and e-commerce. The rise of technology-driven
solutions, including AI and big data, enabled retailers to offer personalized shopping
experiences and targeted marketing strategies.

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5. The Impact of the COVID-19 Pandemic: 2020 to 2022
The COVID-19 pandemic significantly impacted the Indian retail industry from 2020 to
2022, accelerating several pre-existing trends and introducing new challenges. The pandemic
led to a surge in online shopping as physical stores faced temporary closures and restrictions.
Retailers had to rapidly adapt by enhancing their digital platforms, improving contactless
payment options, and implementing health and safety protocols in stores. The crisis also
highlighted the importance of resilient supply chains and led to increased adoption of virtual
shopping experiences and social media marketing. This period was characterized by a shift
towards digital-first strategies and an increased emphasis on health and safety in retail
environments.

6. The Rise of Sustainable and Ethical Retailing: 2022 to Present

From 2022 onwards, the Indian retail industry has been witnessing a growing emphasis on
sustainable and ethical retailing. Consumers are increasingly prioritizing eco-friendly
products, ethical sourcing, and corporate social responsibility. Retailers are responding by
integrating sustainable practices into their operations, such as adopting green supply chains,
reducing plastic use, and supporting local artisans. This era is marked by a focus on
environmental stewardship and social impact, reflecting a broader global trend towards
conscious consumerism. The rise of sustainable fashion brands and the implementation of
CSR initiatives illustrate how Indian retailers are adapting to new consumer expectations and
contributing to a more sustainable future.

7. Future Outlook: 2024 and Beyond

Looking ahead, the Indian retail industry is poised for continued growth and transformation.
The future outlook includes further advancements in technology, such as the integration of
augmented reality (AR) and virtual reality (VR) in shopping experiences. The industry is also
expected to see an increase in cross-border e-commerce and the expansion of retail
ecosystems that integrate physical and digital channels seamlessly. Additionally, there will be
a continued emphasis on innovation in supply chain management, personalization, and
customer engagement strategies. The Indian retail sector’s ability to adapt to these trends and
address ongoing challenges will determine its future trajectory as it evolves into a more
dynamic and consumer-focused market.

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Contribution to the economy

The retail industry is a cornerstone of economic vitality and growth, playing a multifaceted
role in shaping both national and local economies. In India, the sector significantly impacts
the GDP, contributing around 10% of the country's total economic output, and is poised for
further expansion with the market expected to grow from $900 billion in 2024 to $1.5 trillion
by 2026. This growth underscores the sector's role as a major driver of economic
development, with retail activities stimulating substantial economic activity across various
domains. Notably, the retail industry supports over 45 million jobs, making it one of the
largest employment generators in the country and providing a broad range of roles from sales
and marketing to management and logistics. This employment base reflects the sector’s
critical function in sustaining livelihoods and fostering economic inclusion. Additionally, the
retail industry is a significant recipient of both domestic and foreign investments, with FDI in
retail reaching approximately $1.5 billion in 2023, driven by favourable government policies,
such as FDI reforms and make in India initiatives, which encourage capital inflow for store
expansions, technological advancements, and infrastructure development. The sector also
plays a vital role in generating tax revenues, contributing about 20% of total GST collections,
which is crucial for funding public services and infrastructure projects. Furthermore, the retail
industry acts as a vital support system for small and medium enterprises (SMEs), offering
them access to extensive supply chains and market opportunities, thereby promoting
entrepreneurship and stimulating local economies. The industry's influence extends beyond
direct contributions, creating an economic multiplier effect that benefits ancillary sectors like
manufacturing, transportation, and real estate. The rise of e-commerce has further amplified
the sector’s economic impact, driving digital innovation, enhancing consumer convenience,
and shaping modern retail experiences through advancements such as AI-driven analytics,
virtual reality (VR), and augmented reality (AR). Looking forward, the retail sector’s future
is characterized by a robust growth trajectory, with a projected CAGR of 4.2% from 2024 to
2028, and is set to continue fostering sustainable practices, improving consumer welfare, and
supporting rural development through initiatives like NAM (National Agriculture Market).
These contributions highlight the retail industry’s integral role in shaping India’s economic
landscape, driving both immediate and long-term economic benefits across various
dimensions of the economy.

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1.2 Objectives of internship

• Internships aim to provide hands-on experience and practical learning opportunities in a

professional environment.

• Internships serve to explore career interests and clarify professional goals by exposing
interns to different roles and responsibilities.

• Networking opportunities during internships allow interns to build relationships with

professionals in their field, potentially leading to mentorship or future job opportunities.

• Internships enable interns to gain valuable work experience and accomplishments, which
can strengthen their resumes and make them more competitive in the job market.

Role and duties

I assigned to Marketing department, along with graphics team. First of all, they asked to
count the number of promotion hangings, banner bins, Colum branding and asked to know
about different marketing strategies and promotions used in the hypermarket. LULU mainly
focus on the marketing strategies like instore and paper advertisement moreover, I got ample
amount of information about the role of newspaper advertisement in an organisation through
the marketing team and how instore advertising plays a significant role in a hypermarket.
Another duty for marketing department is price benchmarking with other retail organisation.
Along with the team leader I visited many other retail organisations and we collected data for
benchmarking. The data is analysed with the team and how the strategies can bring changes
in the whole hypermarket was discussed. The marketing survey is also played a critical role
in our internship time. How a survey is important to organisation is valued and, the survey
made the change in the overall view about the marketing. Under the guidance of Mr. Aneesh
RP (Asst. hyper marketing manager, Kochi), I had the chance to delve into numerous areas of
marketing throughout the span of 45 days (20-05-2024 to 03-07-2024).

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 CHAPTER 2

ORGANISATIONAL ANALYSIS

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2.1 Organisational Analysis

Lulu Mall, Kochi is a shopping mall located in Edappally, Kochi, Kerala. Spanning 17 acres
(6.9 ha), it is one of the largest malls in India with a total built up area of 171,870.624 m2
(1,850,000.00 sq. ft) and a retail space of 68,000 m2 (730,000 sq. ft). It contains nearly 300
outlets, including food courts, restaurants, family entertainment zones, a multiplex, ice
skating rink, gaming arena, beauty parlours, a toy train joy ride and bowling alley. The mall
was opened in March 2013 by then Chief Minister of Kerala, Shri Oommen Chandy.

The entire project, consisting of the shopping mall with four customized shopping levels and
a 5-star hotel, was designed by the UK based architectural firm Atkins. The construction
contract of the project was awarded to Shapoorji Pallonji, an Indian conglomerate. The 5-star
business hotel located within the campus of the mall is operated by Marriott Hotels & Resorts
and has parking facility for 3000 cars.

The mall hosts an impressive lineup of prestigious brands arriving for the first time in Kerala,
including Lulu Hypermarket – the flagship brand of Lulu Group International. Located in the
heart of the city, at Edappally, with a host of unparalleled amenities and services, Lulu Mall
is all set to offer the most refreshing shopping and entertainment experience that Kerala has
ever witnessed.

LULU MALL KOCHI

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2.2 Phases of development of LULU

• 1995: M.A. Yusuff Ali, an Indian expatriate, established the first Lulu Hypermarket in
Abu Dhabi. The store was originally a small retail outlet, but Yusuff Ali’s vision for a
comprehensive shopping experience set the foundation for what would become a
major retail enterprise.

• 2000s: The early 2000s marked the beginning of rapid expansion for the Lulu Group.
The company started opening new hypermarkets across the UAE, and also ventured
into other Gulf Cooperation Council (GCC) countries. The Lulu Hypermarket concept
emphasized quality products at competitive prices, which contributed to its growing
popularity.

• 2001: Lulu Hypermarket opened its first international store in Oman, marking the
beginning of its expansion beyond the UAE. This move was part of a broader strategy
to tap into the growing retail markets of the Middle East.

• 2004: The Lulu Group diversified its portfolio to include a variety of retail and
distribution services. This included setting up Lulu Express convenience stores and
expanding into the wholesale business.

• 2005: The group expanded into Qatar with the opening of a new hypermarket, further
cementing its presence in the Gulf region.

• 2007: Lulu Hypermarket continued to expand with new stores in Bahrain and Kuwait,
reinforcing its position as a leading retail brand in the Middle East.

• 2010s: The Lulu Group continued its aggressive expansion strategy, opening new
hypermarkets and shopping malls across the Middle East and North Africa (MENA)
region. During this period, the group also invested in modernizing its stores and
enhancing the shopping experience for customers.

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• 2014: The Lulu Group opened its largest hypermarket in Dubai, located in the Al
Barsha area. This hypermarket featured a vast range of products and services,
including a large grocery section, electronics, clothing, and more.

• 2015: Lulu Hypermarket ventured into new markets in the Indian subcontinent, with
the opening of its first store in Kochi, Kerala, India. This move was part of a strategic
expansion into high-growth retail markets outside the Middle East.

• 2018: The Lulu Group continued its growth trajectory by opening new stores across
various countries in the MENA region and expanding its retail footprint globally. This
period saw the group focusing on digital transformation and e-commerce to cater to
evolving consumer preferences.

• 2020: The group launched Lulu Mall in Lucknow, India, marking a significant step in
its expansion into the Indian retail market. The mall aimed to offer a diverse shopping
experience with a range of international and local brands.

• 2021: The Lulu Group continued to innovate with new store formats and online
shopping platforms. They also engaged in various corporate social responsibility
initiatives aimed at community development and sustainability.

• 2023: The Lulu Group celebrated its 28th anniversary and continued to strengthen its
presence in both existing and new markets. They focused on enhancing their supply
chain, expanding their product range, and exploring opportunities in emerging
markets.

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2.3 About LULU HYPER, FASHION, CONNECT

Lulu Hypermarket is a well-established retail chain that offers a wide range of products and
services. Under its umbrella, the Lulu Group International has developed various specialized
segments to cater to different market needs. Here’s an in-depth look at Lulu Hypermarket,
Lulu Fashion, and Lulu Connect:

1. Lulu Hypermarket

Lulu Hypermarket is the flagship retail format of the Lulu Group International. It serves as a
one-stop shopping destination for customers looking for a broad assortment of products.
Store Formats of lulu are large hypermarkets, supermarkets, and convenience stores (Lulu
Express).

• Product Range:

o Groceries: Spice powders, Pulses, Rice, Cookies, Packed noodles.

o Non-Food: Detergents, cleaning liquids, Pest control liquids.

o Stationary: Office stationery, School items, Bags, Bottles, Umbrellas.

o Household Goods: kitchenware and cleaning supplies.

o Health and Beauty: Personal care products, cosmetics, and health supplements.

o Hot food: Live foods, Live juices, Bakery.

o Roastery: Nuts, Spices, Homemade food powders.

o Butchery: Meat, Chicken, Fish.

o Frozen: Milk, Milk products, Ice-cream, Frozen food products.

o Fruits and vegetables

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 • Customer Experience:

o In-Store: Clean, spacious stores with a focus on customer service.

2. Lulu Fashion

Lulu Fashion is a specialized division of Lulu Hypermarket focused on offering a wide range
of fashion products. It caters to different fashion needs, from everyday wear to formal attire.
Fashion products have been a part of Lulu Hypermarket’s offerings since its early years but
have been developed into a distinct category over time.

• Product Categories:

o Men’s Fashion: Suits, casual wear, shirts, pants, and accessories.

o Women’s Fashion: Dresses, skirts, tops, trousers, and seasonal collections.

o Children’s Fashion: Clothes, shoes, and accessories for infants and kids.

o Footwear and Accessories: Shoes, bags, belts, and other fashion accessories.

o BLUSH: cosmetics

• Store Experience:

o Fashion Sections: Dedicated areas within hypermarkets and standalone fashion

stores.

o Trends: Regular updates with new collections, including local and

international brands.

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3. Lulu Connect

Lulu Connect is a division of Lulu Hypermarket focusing on electronic and digital services. It
aims to provide customers with the latest technology products and related services.

• Product Categories:

o Mobile Phones: Latest smartphones from leading brands.

o Computers and Accessories: Laptops, desktops, printers, and related

peripherals.

o Home Electronics: Televisions, audio systems, and kitchen appliances.

o Digital Services: Mobile recharge, bill payments, and tech support.

o Home linen: Showcase products, Photo frames

• Store Experience:

o Electronics Sections: Dedicated areas in hypermarkets and specialized

electronics stores.

o Customer Support: Services for product inquiries, technical support, and after-
sales service.

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2.4 Competitors of LULU

NESTO Hypermarket FOURM Mall

SYLCON Hypermarket OBERON Mall

RELIANCE FRESH CENTRE SQUARE Mall

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2.5 Vision-Mission
Vision

“To truly become a global retail brand by retaining the No.1 position in the organized retail
sector of the regions it operates in and strive to be the preferred employer for its multiethnic
base”.

Mission

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

Commitment

“Lulu always strives to follow ethical business practices in all spheres of activities right from
sourcing products from around the world to selling those at the fairest price across our stores,
ensuring a smile on everyone’s face and bringing happiness to all”.

2.6 Departments and it’s functions

1.3.1. Administration

The Administration Department provides administrative and technical support in the

areas of human resources (HR), budgetary, strategic planning, legal affairs, calls for tenders,
facilities and security.

1.3.2 Human Resources

The HR team is responsible for recruiting and selecting suitable candidates for various
positions within the mall and they oversee the onboarding process for new hires, ensuring
they are familiarized with mall policies and procedures. Moreover, employee relations fall
under their purview, where they handle grievances, conflicts, and work towards maintaining a
positive work environment.

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1.3.3 Insurance

The insurance team at Lulu Mall is responsible for assessing and managing the mall's
insurance needs and coverage requirements. They liaise with insurance providers to negotiate
policies and ensure adequate coverage for various aspects of mall operations and risk
assessment and mitigation are key tasks, where they identify potential risks to the mall's
assets, employees, and visitors.

1.3.4. IT

The IT team at Lulu Mall manages and maintains the mall's computer systems, networks, and
infrastructure. They oversee the installation and configuration of hardware and software
necessary for smooth operations across the mall and providing technical support to mall staff
and visitors, resolving IT-related issues promptly, is a key responsibility. The team ensures data
security and integrity by implementing robust cybersecurity measures and protocols.

1.3.5 Leasing

They accountable for the agreement that deals with rental, revenue share, if any, cost
of maintenance, tenure, scope of work and various statutory taxes from either party. They
negotiate lease terms, rental rates, and other conditions with prospective and existing tenants
and ensuring compliance with lease agreements and mall policies, they handle lease renewals,
extensions, and terminations.

1.3.6 Legal

Legal departments are responsible for ensuring organisation actions are legal and
compliant. Opinions are more divided, however, when it comes to assessing their contribution
to a company’s performance. Lawyers are still seen as fussy people, a potential hindrance to
business. This caricatural and subjective vision is the result of several factors, and it is by
changing these factors that perceptions can evolve.

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1.3.7 Loyalty

It's a team that Is dedicated to creating programs and strategies that will get customers
to come back the next time, every time. As a matter of fact, the customer service department
might actually be under the control of the loyalty department. Also, note that the loyalty
department isn’t part of marketing.

1.3.8 Marketing

They deal with the function and a set of processes for creating, communicating and
delivering value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholder.

1.3.9 Media

The media team at Lulu Mall is responsible for managing all aspects of the mall's public
relations and communications and they develop and execute media strategies to enhance the
mall's visibility and reputation in the market. Moreover, they create and distributes press
releases, newsletters, and other promotional materials to media outlets and the public is a key
responsibility.

1.3.10 Operations

Managers assigned to the operations department provide constant oversight on the

production process to make sure their employees can systematically perform their tasks. For
example, the assembly line is an operational procedure where all employees must perform their
roles to get products into stores swiftly.

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1.3.11 Project

The project team at Lulu Mall oversees the planning, execution, and completion of various
development and renovation projects within the mall. They coordinate with architects,
engineers, contractors, and vendors to ensure projects are completed on time and within
budget and manages project schedules, milestones, and resources to meet quality standards
and safety regulations is a primary responsibility.

1.3.12 Security

Their job is to prevent a crime from happening by proactively watching for suspicious
behaviour, mitigating risks as they appear and contacting the proper authorities when an
incident occurs. Simply put, security guards keep people, property and other valuable assets
safe and secure.

Structure of the Organisation

Mr. Yousaf Ali M A – Founder & Managing Director

Mr. Ashraf Ali M A - ED

Mr. Nishad MA - DCEO

Mr. Rejith Radhakrishnan – DCOO

Mr. Shibu Philips - Director (shopping malls)

Mr. Sadik Kasim - Commercial Manager

Mr. Hari Suhas - General Manager

Mr. Sukumaran O - Senior Operations Manager

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Mr. Prasad P - Chief Engineer

Mr. Biju K R - Security Manager

Mr. Afnas - Assistant Operations Manager

Mr. Anil K T - Assistant Security Manager

Managing Director

Executive Director DCEO

DCOO

Director (shopping mall)

Commercial Manager

General Manager

Senior Operations Security Manager

Chief Engineer
Manager

Assistant Operations Assistant Security Manager

Manager
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2.7 Financial Performance

1.1 Revenue and Profit

Revenue:

• 2023: Lulu Group International reported an annual revenue of around $10 billion
(approximately AED 36.7 billion). This reflects consistent growth driven by new store
openings, expanded product ranges, and increased online sales. The company’s
revenue growth is also supported by the rising consumer demand in the Middle East
and expanding presence in new markets.

• 2022: The revenue was approximately $9.2 billion (around AED 33.8 billion),
indicating a significant increase from previous years.

Profit:

• 2023: The net profit for the year was around $400 million (approximately AED 1.47
billion). This reflects a solid profit margin and effective cost management strategies.

• 2022: The company achieved a net profit of around $350 million (about AED 1.28
billion), showing robust financial health and profitability.

Historical Growth:

• Lulu Hypermarket has shown a steady increase in revenue and profitability over the
past decade. The growth trajectory reflects successful expansion strategies, both in
physical stores and e-commerce.

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 Year Revenue (USD) Net Profit (USD)

2023 $10 billion $400 million

2022 $9.2 billion $350 million

2021 $8.5 billion $330 million

2020 $7.8 billion $310 million

2019 $7 billion $290 million

Market Share Analysis

1.1 UAE Market Share

In the UAE, Lulu Hypermarket is a leading player in the hypermarket and supermarket
segment.

• Market Share: 20% of the hypermarket and supermarket sector.

• Competitors: Major competitors include Carrefour (operated by Majid Al Futtaim),

Spinneys, Al Madina, and Union Coop.

Market Share Breakdown:

Company Market Share

Lulu Hypermarket 20%

Carrefour 25%

Spinneys 15%

Union Coop 10%

Others 30%

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1.2 Saudi Arabia Market Share

Lulu Hypermarket has a significant presence in the Saudi retail market.

• Market Share: 15% of the retail market.

• Competitors: Key competitors include Panda, Danube, Othaim Markets, and

Carrefour.

Market Share Breakdown:

Company Market Share

Lulu Hypermarket 15%
Panda 20%
Danube 18%
Othaim Markets 12%
Carrefour 10%
Others 25%

1.3 Oman Market Share

In Oman, Lulu Hypermarket is a major player in the retail sector.

• Market Share: 18% of the hypermarket and supermarket sector.

• Competitors: Main competitors are Carrefour, Lulu’s Hypermarket, and Al Fair.

Market Share Breakdown:

Company Market Share

Lulu Hypermarket 18%
Carrefour 22%

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 Al Fair 12%
Others 48%

1.4 Qatar Market Share

Lulu Hypermarket maintains a strong position in the Qatari retail market.

• Market Share: 17% of the hypermarket and supermarket sector.

• Competitors: Notable competitors include Carrefour, Monoprix, and Al Meera.

Market Share Breakdown:

Company Market Share

Lulu Hypermarket 17%
Carrefour 25%
Monoprix 14%
Al Meera 10%
Others 34%

1.5 Kuwait Market Share

In Kuwait, Lulu Hypermarket is a leading retailer.

• Market Share: 16% of the hypermarket and supermarket sector.

• Competitors: Main competitors include Carrefour, The Sultan Center, and LuLu
Hypermarket.

Market Share Breakdown:

Company Market Share

Lulu Hypermarket 16%

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 Carrefour 20%
The Sultan Centre 14%
Others 50%

1.6 India Market Share

Lulu Hypermarket’s market presence in India is emerging but growing.

• Market Share: 3% of the retail market in Kerala, expanding into other states.

• Competitors: Key competitors include Big Bazaar, Reliance Fresh, and D-Mart.

Market Share Breakdown:

Company Market Share

Lulu Hypermarket 3%
Big Bazaar 10%
Reliance Fresh 9%
D-Mart 15%
Others 63%

1.7 Egypt Market Share

Lulu Hypermarket is establishing its footprint in Egypt’s retail market.

• Market Share: 5% of the hypermarket and supermarket sector.

• Competitors: Main competitors include Carrefour, Hyper One, and Spinneys.

Market Share Breakdown:

Company Market Share

Lulu
5%
Hypermarket
Carrefour 30%
Hyper One 15%

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 Spinneys 10%
Others 40%

2.8 Organisational Policies

Human Resources (HR) at Lulu Hypermarket

Human Resources (HR) at Lulu Hypermarket plays a critical role in building and managing a
high-performing workforce. The HR team is responsible for recruiting top talent, offering
comprehensive training and development programs, and ensuring that employees are engaged
and motivated. They focus on creating a positive work environment through initiatives such
as the Lulu Learning Academy, which offers training for professional growth, and the
implementation of advanced digital HR tools for efficient management of recruitment and
performance evaluations. The HR department also emphasizes diversity and inclusion,
striving to build a workforce that reflects a wide range of backgrounds and experiences. The
department manages a workforce of over 35,000 employees across various regions, with a
focus on reducing employee turnover, which currently stands at around 15% annually.
Additionally, HR initiatives include competitive compensation packages, employee
engagement activities, and performance management processes aimed at fostering a culture
of excellence and accountability.

Marketing at Lulu Hypermarket

Marketing at Lulu Hypermarket is geared towards enhancing brand presence, engaging

customers, and driving sales through a variety of strategic initiatives. The marketing team
develops and executes brand management strategies that include promotional campaigns,
digital marketing efforts, and customer relationship management. Recent initiatives include
the launch of the Lulu App, which offers features like online shopping and exclusive deals,
and the implementation of sustainable marketing campaigns to promote eco-friendly products
and practices. The department uses a mix of advertising channels, including TV, radio, print
media, and online platforms to reach a broad audience. Market research is conducted
regularly to understand customer needs and market trends, which informs their advertising

32
and promotional strategies. The marketing team's efforts have resulted in over 1.5 million
social media followers and a strong customer engagement rate of approximately 3% on social
media campaigns.

Finance at Lulu Hypermarket

Finance at Lulu Hypermarket is responsible for overseeing the company’s financial health
and ensuring the effective management of financial resources. The finance department
handles tasks such as financial planning and analysis, accounting, and treasury management.
Key responsibilities include developing long-term financial strategies, preparing accurate
financial reports, and managing investments and cash flow to support business growth.
Recent initiatives include the adoption of advanced financial technologies for better data
analytics and the implementation of sustainable investment practices. The finance team also
focuses on cost control measures to optimize expenses and maximize returns. For the fiscal
year 2023, Lulu Hypermarket reported a revenue of $10 billion and a net profit of $400
million. The department maintains a balanced debt-to-equity ratio and uses various financial
metrics to ensure strong performance and effective resource allocation.

2.9 SWOT Analysis

5.1 Strengths

• Strong Brand Presence: Established brand reputation in the Middle East and growing
recognition in Southeast Asia.

• Wide Product Range: Extensive product offerings across multiple categories.

• Large Store Network: Significant number of stores across diverse regions.

• Effective Supply Chain: Robust supply chain management and distribution network.

33
5.2 Weaknesses

• High Competition: Facing intense competition from both local and international retail
chains.

• Market Saturation: Limited growth opportunities in mature markets.

5.3 Opportunities

• Expansion into New Markets: Opportunities for growth in emerging markets and
under-served regions.

• Digital Growth: Increasing focus on e-commerce and online shopping.

5.4 Threats

• Economic Fluctuations: Vulnerability to economic downturns and fluctuations in

consumer spending.

• Regulatory Challenges: Navigating complex regulations in different countries.

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 CHAPTER 3

POSITIONING OF THE INTERN & HIS/HER ROLE

35
3.1 Duties and Responsibilities

• Newspaper advertisement: Newspaper advertisement is a major marketing strategy

of LULU group and I am the part of this add. I helped the graphics team to collect the
price of the product and met central buyers to verify the offer price moreover, the
buyers will provide the correction if any mistake in the data.
• Benchmarking: LULU group usually compares their price with rivalry industry for
verify that, they are providing the best offers to customers. The marketing team were
visit other retail industries such as Reliance, MY G, Pothys, Kalyan hyper etc. to
collect the price and varieties of products and the team will compare the data with
LULU hyper products.
• Bills entered: The marketing team takes initiate in the instore marketing promotions
such as Bin banners, Headers, Hangings, Arch etc. After fixation of this elements, the
vendors will provide bills and I helped the marketing executive to enter the bills to the
system.
• Spell check: After finishing the design of newspaper, final part is spell check and
verify the data are cross verified with buyers’ data. I helped the marketing executives
for this task.
• Flashmob co-ordinated: For the purpose of EOSS (end of season sale) promotion,
Marketing team conducted a flashmob inside the mall. For that I have the duty to co-
ordinate the staffs from LULU fashion store, connect and celebrate and I helped them
by providing the necessary things that need for the flashmob.
• Assisted media team for promotion: video editing, poster making and photoshoots
are done by media team for the purpose of posting on social media and I assisted them
for many activities and moreover, I help them to find out creative advertisements from
the social media.
• Distribution of T-shirts to the employees: As the part of EOSS (end of season sale)
promotion LULU provide a special T-shirt to the employees and I have the duty to
sort out by count to different branches of LULU.

36
 CHAPTER 4

DETAILS ABOUT THE INTERNSHIP

37
 4.1Weekly report

WEEKLY REPORT-1
Date and Topic Task
Task Assigned Observation
Day Covered Completed
Brief Asked to count the
Counted the
20-05-2024 introduction number of Marketing strategies used
promotion
Monday about the promotion hangings by the company
hangings
company in the hypermart
Asked to collect
survey about the Know about how to collect
21-05-2024 Data Collected
customer survey and type of survey
Tuesday collection survey
satisfaction of the used
organisation
Different
types
22-05-2024 marketing Asked to visit the Visited Know about the marketing
Wednesday strategies hypermart hypermarket strategy used
used in the
organisation
To know
about the type
Asked beign the part
of
23-05-2024 Promotional of the designing Promotion strategy and
designing
Thursday strategies team for newspaper discounting techniques
techniques
promotion
and
method used
Asked to visit lulu
fashion and lulu
Gained knowlegde about the
24-05-2024 Marketing connect to know Visited both
marketing strategy used in
Friday strategies about the stores
lulu
promotions used
there
Know about
25-05-2024 Asked to enter the
the Data entered Role of IT in marketing
Saturday invoice data
spreadsheet
Signature

38
 WEEKLY REPORT 02
Date and Task
Task Assigned Task Completed Observation
Day Covered
27 -05- Asked to be the part Being the part of Role of paper
Promotional
2024 of paper paper advertisement
strategies
Monday advertisement advertisement in a firm
Asked to collect the
Collected the How offers affect the sale
28-05-2024 Marketing list of prouducts
product of
Tuesday strategies with 50% offer
with 50% offer products
from LULU hyper
Asked to collect the
list of Collected the
How firm communicates
29-05-2024 Types of communication number of
the customer about the
Wednesday promotion boards in communication
products
LULU hyper, boards
connect, fashion
Asked to collect the
list of Collected the
How firm communicates
30-05-2024 Types of communication number of
the customer about the
Thursday promotion boards in communication
products
LULU hyper, boards
connect, fashion
Gets idea about how
Asked to prepare
31-05-2024 Interpretation Prepared the information plays the
the excel from
Friday of data excel sheet marketing in an
collected data
organisation
Promotion Asked to being the Promotion techniques
01-06-2024 Being the part of
and customer part of chocalate used for some special
Saturday chocalate fest
interaction fest fests
Signature

39
 WEEKLY REPORT 03

Date and Day Topic Covered Task Assigned Task Completed Observation
03-06-2024 Impor Asked to Task Understa
Mon tance draw a completed nding
day of layout for as assigned types of
layout newspape and newspape
r ad. instructed. r layouts.
04-06-2024 Impor Asked to Task Understa
Tues tance draw a completed nding
day of layout for as assigned types of
layout newspape and newspape
r ad. instructed. r layouts.

05-06-2024 Bench Asked to Task Prices of

Wed marki visit MyG completed competito
nesd ng and as assigned rs were
ay Sylcon and observed
Hypermar instructed. and
t. analyzed.
06-06-2024 Impor Asked to Task Understa
Thur tance visit completed nding
sday of Kalyan as assigned Price
pricin Hypermar and comparis
g t and instructed. ons.
Ajmal
Bismi X
07-06-2024 Bench Asked to Task Gets an
Frid marki collect the completed idea
ay ng price data as assigned about the
from Lulu and price of
Hypermar instructed. products
t in Lulu,
and their
pricing
process.
08-06-2024 Bench Asked to Price has Pricing
Satu marki compare been strategy
rday ng the price compared has been
from the analysed
collected
data
Signature

40
 weekly report 4

Day & Topics Tasks assigned Tasks completed Observations

Date covered
10-06-2024 Asked to collect the Collected the
Monday newspapers of past 4 newspaper
weeks.

11-06-2024 Bentch Asked to compare the Comparison has been Bentch marking
Tuesday marking newspaper advertisement done
with lulu price.

12-06-2024 Role of Assist the marketing team Importance of

Wednesday marketing for newspaper ad Comparison has been advertisement.
done
13-06-2024 Asked to check The task has been done
Thursday wheather there is any
spelling mistake in
newspaper ad
14-06-2024 Role of Asked to find variety of Different types of Importance of
Friday advertisement advertisement available of advertisement has been advertisement.
in marketing social media found and sorted

15-06-2024 Bentch Asked to visit MYG Visited following shops Bentch marking
Saturday marking ,kalyan Hypermarket for
price comparison

Signature

41
 weekly report 05

Day & Topics Tasks assigned Tasks completed Observations

Date covered
17-06-2024 Pricing Asked to collect the The price is collected Importance of
Monday strategies price of some product from the store displaying price
from lulu connect.
18-06-2024 Asked to draw a layout Draw a layout for
Tuesday for newspaper ad newspaper ad

19-06-2024 Asked to prepare a PPT A PPT is prepared Role of IT in

Wednesday of price comparison marketing

20-06-2024 Importance of Asked to sort the bills Sorted the bill Role of finance in
Thursday finance and marketing
how bills are
prepared
21-06-2024 Asked to sort out the Cards are arranged in
Friday cards in ascending order order

22-06-2024 Asked to collect the Collected the offers

Saturday freedom offers given by provided by rivalry
other rivalry company company
during past 3 years

Signature

42
 WEEKLY REPORT-6
Date and Topic Task
Task Assigned Observation
Day Covered Completed
Asked to distribute
24-06-2024 Distribute Engagement of employees in
T-shirt among the
Monday the T -shirts the company activities
employees

Asked to check the

25-06-2024 It has been
forms are correctly
Tuesday checked
printed

Types of
Asked to being the
26-06-2024 advertising Assisted
part of media team Importance of advertisement
Wednesday strategies them
for advertisement
used by firm

27-06-2024 Promotional Asked to coordinate Successfully Promotion strategy and

Thursday strategies the flash mob coordinated discounting techniques

Asked to assist
28-06-2024 Marketing Assisted the
media team for Importance of promotion
Friday strategies media team
promotion

Asked to being the

Being the
part of graphics
29-06-024 Types of part of
department for Importance of advertisement
Saturday advertisement graphics
newspaper
team
advertisement

Signature

43
 WEEKLY REPORT-7
Task Task
Date and Day Task Assigned Observation
Covered Completed
To know
about the
type of
01-07-2024 EOSS designing
EOSS Promotion strategy
Monday advertisement techniques
and
method
used
Checked
whether
Cross verifying there is any
02-07-2024 Paper
advertisement spelling
Tuesday advertisement
mistake in
newspaper
ad
To check the
danglers, cutouts, Know about the
03-07-2024 Promotional Task has
column branding marketing
Wednesday strategies been done
regarding EOSS strategy used

Signature

44
4.2 Contribution of the Intern in the Organization
I was in the marketing department of Hyper. I started my internship on 20th May 2024, for a
duration of 45 days till July 3rd, from Monday to Saturday, 9AM- 6PM. Working in the
marketing department of Hypermarket, the main aim was to attract more people to the
Hypermarket and to ensure enough sales in each product especially those with poor sale.

• To learn about various functions carried in the Mall Marketing department.

• To learn more about day-to-day activities of the firm.

• Building healthy & professional relationships with company employees.

• To learn about the connections of all functional departments of the organization and them

respective roles assigned.

• To get an idea of the applicability of theoretical knowledge in practical corporate work.

4.3 Knowledge Gained from Internship

This internship had given me an excellent experience and I acquired many knowledge. The
task that I done had given me an in-depth knowledge about the process of marketing and I get
to know the duties of the, marketing team and graphics team. All the employees at lulu were
helped me to refine my knowledge and they gave me full support and confidence to perform
as an intern. Market survey helped me to improve my communication skill and get idea
about how to interact to the customers. Moreover, I understand how promotions will help the
organisation to grow in the market and how marketing strategy aid the customers to know
about the products or service provided by the firm. Through internship I acquire knowledge
in how to perform in an organisation too.
Overall, this internship has been an excellent and rewarding experience to the me and the I
was able to meet and work with so many people that will help me to utilize for future
opportunities.

45
 CHAPTER 5

CONCLUSION

46
5.1 CONCLUSION

In conclusion, my internship at the marketing department of Lulu Mall Kochi has been an
exceptionally rewarding experience. The opportunity to immerse myself in a leading retail
environment allowed me to observe and engage with a wide range of marketing strategies and
activities. Throughout the internship, I was able to bridge the gap between theoretical
knowledge and practical application, enhancing my understanding of marketing principles in
a real-world setting.

The hands-on involvement in various projects, from market research and campaign execution
to digital marketing and event management, provided me with a comprehensive perspective
on the intricacies of marketing. This exposure has deepened my appreciation for the
multifaceted nature of the field and has equipped me with practical skills that are directly
applicable to future roles in marketing.

Additionally, the collaborative environment within the marketing team at Lulu Mall Kochi
has been instrumental in my professional growth. The guidance and mentorship from
experienced professionals have not only improved my technical abilities but have also honed
my soft skills, such as communication and teamwork. These experiences have significantly
contributed to my development as a future marketing professional.

Overall, this internship has reinforced my enthusiasm for pursuing a career in marketing. The
practical insights and skills gained during this period will undoubtedly benefit my future
endeavours. I am grateful for the opportunity to contribute to Lulu Mall’s marketing efforts
and for the valuable lessons learned throughout this journey.

47
References
Lulu Mall official website:
Lulu Mall. (n.d.). Lulu Mall. Retrieved November 22, 2024, from https://www.lulumall.in/

Wikipedia:
Wikipedia. (n.d.). Wikipedia. Retrieved November 22, 2024, from https://www.wikipedia.org/

Lulu Mall Bengaluru. (n.d.). Lulu Mall Bengaluru. Retrieved November 22, 2024, from
https://www.bengaluru.lulumall.in

48