LULU MALL BANGLORE

A SUMMER INTERN REPORT

Submitted By

AKSHAY K

BMC23MBA03

Under guidance of

LEKHA KASMIR

Assistant Professor

in partial fulfilment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

of APJ Abdul Kalam Technological University

BASELIOS MATHEWS II COLLEGE OF ENGINEERING

SASTHAMCOTTA, KOLLAM 690521

JULY 2024
 DECLARATION
The Report of Internship at “LULU MALL BANGLORE”, is submitted to the Department of
Business Administration, Baselios Mathew II College of Engineering, in partial fulfillment of
the requirements for the award of Degree of Master of Business Administration, and is a
Bonafede record of the work done by me under the supervision MS. Sifan Khan at LULU
MALL BANGLORE, and Mrs. Lekha Kasmir, Department of Business Administration. This
submission represents my ideas in my own words. Wherever ideas or words of others have been
included, I have adequately and accurately cited and referenced the sources. I also declare that
I have adhered to the academic honesty and integrity ethics, and have not misrepresented or
fabricated any data, ideas, facts, or sources in my submission. I understand that any violation
of the above will cause disciplinary action by the College. I can also evoke penal action from
the sources that have thus not been properly cited or from whom proper permission has not
been obtained. The contents of this Report, in full or in parts, have not been submitted to any
other Institute or University for the award of any Degree or Diploma.

Place: (Signature)
Date: AKSHAY K
 ACKNOWLEDGEMENT
I thank Ms. Sifan Khan, Loyalty Manager for the inspiring guidance and supervision
throughout this internship. His insistent attitude and timely help led to the successful
completion of this internship. I sincerely thank LULU MALL BANGLORE for giving me an
opportunity to explore the practical world and to enhance my knowledge and skills.

I take this opportunity to thank Dr. Lekha Kasmir my faculty guide at Baselios Mathews II
College of Engineering, Sasthamcotta, Kollam, for her valuable guidance, unbounded
support and cooperation.

I acknowledge my deep sense of gratitude to Dr. L Padma Suresh, Principal, and Mr Roy
Samuel, HOD for all their support and guidance.

I thank all the teaching and admin staff members for all the valuable support provided. I also
thank my family and friends who gave me constant support in achieving this goal.

AKSHAY K
 LIST OF CONTENTS

SL.NO PARTICULARS Page No

CHAPTER: 1 INTRODUCTION

1.1 Industry Profile 8-12

1.2 Objectives of the Internship 13-14
CHAPTER: 2 ORGANIZATIONAL ANALYSIS

2.1 Phases of Development of Lulu 17-19

2.2 Type of Industry and Business 20-22
2.3 Competitors of LULU 23-24
2.4 Vision-Mission 25
2.5 Departments and Their Functions 25-28
2.6 Structure of the Organisation 29
2.7 Financial Performance 31-35
2.8 Organisational Policies 36-37
2.9 SWOT Analysis 37-38

CHAPTER: 3 POSITIONING OF THE INTERN

3.1 Duties and responsibilities 40

CHAPTER: 4 INTERNSHIP OVERVIEW

4.1 Weekly Activity Report 42-48
4.2 Contribution of the intern to the Organization 49
4.3 Knowledge gained from Internship 49
4.4
CHAPTER: 5 CONCLUSION
5.1 Conclusion 51
REFERENCES 52
 LIST OF FIGURES

Figure No. PARTICULARS Page No.

2.1 Lulu Mall Bangalore 17

2.2 Competitors of Lulu(Orion Mall) 23-24
2.3 Competitors of Lulu(ForumMall)
2.4 Competitors of Lulu(V R Mall)

2.5 Competitors of Lulu(Posh Mall)

2.6 Competitors of Lulu(Dmart Mall)

2.7 Competitors of Lulu(Pheoix Mall)

2.8 Organizational Structure 30

LIST OF TABLES

Table PARTICULARS Page No.

No.
4.1 Weekly Report-1
4.2 Weekly Report-2
4.3 Weekly Report-3

4.4 Weekly Report-4

4.5 Weekly Report-5

4.6 Weekly Report-6

4.7 Weekly Report-7
 CHAPTER 1

INTRODUCTION
 INTRODUCTION

The internship experience at LULU International shopping malls has been a pivotal part of my
academic journey, offering a practical and insightful immersion into the world of Marketing.
Over 45 days from 22-05-2024 to 07-07-2024. I had the opportunity to delve into various
aspects of Marketing, under the guidance of Ms. Sifan Khan LM Loyalty Manager, Bangalore,
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 its 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.

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 specialty. 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 percent of the country’s gross domestic product, GDP, and
around 8 percent of 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 square feet 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.
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 catalysed 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.

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.
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 percent 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.

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 was assigned to the Marketing department, along with the Mall Marketing team. First of all,
they asked me to observe the customers who come to the mall and inform them about the
Lulu Happiness application. Several customers who were interested in this application and
doing registration with that particular application are to be recorded. Promotion of the
application is the main duty assigned to me through making the customers register with the
Lulu Happiness application and making them aware of the benefits of registering with that
particular application. And then they asked to know about different marketing strategies and
promotions used in the mall marketing. LULU mainly focuses on the marketing strategy
advertisement and, I got an ample amount of information about the role of advertisement in an
organization through the mall marketing team and how advertising plays a significant role in
mall marketing.
Along with the team leader I visited many other retail stores inside the mall and we collected
data regarding the offers which they are providing offers to the customers during the weekend.
The marketing survey also played a critical role during our internship. How a survey is
important to an organization is valued and, the survey made the change in the overall view
about marketing. Under the guidance of MS. Sifan Khan LM (Loyalty Manager, Bangalore), I
had the chance to delve into numerous areas of marketing for 45 days (22-05-2024 to 07-07-
2024).
 CHAPTER 2

ORGANISATIONAL ANALYSIS
2.1 ORGANISATIONAL ANALYSIS

Lulu Global Mall Bengaluru located on 14 acres of mixed-use property behind the city
railway station at Rajaji Nagar opened on 11th October 2021. Within the property are 356
Super luxury apartments and Duplex Penthouses, which will further enhance the mall’s
premium shopping experience. With 7.9 lakhs built up space and ground plus four
storeys, Global Malls Bengaluru opened its doors to over 140 national and international brands.
The food court of the mall will be a 1000-seater, with over 17 outlets, as well as several multi-
cuisine restaurants and cafes. The Mall will house 70,000 square feet. 11-screen multiplex and
60,000 square feet. Family Entertainment Centre, which is the biggest Entertainment Centre in
Bengaluru. The Mall will also feature the Lulu Hypermarket spread across 1.5 lakh sq. ft. Lulu
Global Mall is all set to be the city’s new shopping destination.

Lulu Mall Bengaluru, is a premier shopping destination with 5 floors housing over 150
international and national brands. Spanning 7lakh square feet, the mall offers an unparalleled
retail experience, complemented by 11 screens for your entertainment. Enjoy a diverse culinary
journey at 5+ restaurants and 30 food court outlets, all within a 1000-seater food court, with
parking space for 1700 vehicles, Lulu Mall Bengaluru ensures a convenient and delightful visit
for all.
 LULU MALL BANGALORE
Fig 2.1

2.1 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.

 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.

2.2 TYPE OF INDUSTRY AND BUSINESS

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

 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.
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.
2.3 COMPETITORS OF LULU

ORION MALL BANGALORE FORUM MALL

Fig 2.2 Fig 2.3

VR MALL BANGALORE

Fig 2.4
 UB CITY – THE POSH MALL OF BANGALORE

Fig 2.5

DMART BANGALORE PHOENIX MALL OF ASIA

Fig 2.6 Fig 2.7

2.4 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”.

2.5 DEPARTMENTS AND THEIR FUNCTIONS

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.

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.
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.

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.

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.

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.

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.
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.

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.

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.

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.

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.
2.6 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. Shareef Kochumon - Director (shopping malls)

Ms. Hasina Shaikh - Commercial Manager

Mr. Kiran Puthran - General Manager

Mr. Ajay Kumar - Senior Operations Manager

Mr. Mahadeva - Chief Engineer

Mr. Kandhavelan - Security Manager

Mr. Yash Upadhyay - Assistant Operations Manager

Mr. Yashobanta Nayak - 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

Fig 2.8
2.7 FINANCIAL PERFORMANCE

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.
 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

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%
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%

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%
Al Fair 12%
Others 48%
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%

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%
Carrefour 20%
The Sultan Center 14%
Others 50%

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%

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%
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 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

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.

Weaknesses

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

 Market Saturation: Limited growth opportunities in mature markets.

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.

Threats

 Economic Fluctuations: Vulnerability to economic downturns and fluctuations in

consumer spending.

 Regulatory Challenges: Navigating complex regulations in different countries.

 CHAPTER 3

POSITIONING OF THE INTERN

3.1 DUTIES AND RESPONSIBILITIES

 Lulu Happiness App Promotion: App promotion is a major marketing strategy of

LULU group to retain customers and I am part of this promotion. I helped the loyalty
team to collect the details of the customers and make them register with the Lulu
Happiness app and become a loyalty member moreover, the customers will earn loyalty
points through the purchases that they make from the Lulu outlets.
 Customer registrations: As part of customer retention LULU has made customers
register in the Lulu happiness reward program and make them loyal members and aware
of the Lulu loyalty program and avail the benefits through the purchases they have made
from Lulu outlets.
 Networking Opportunities: The marketing team takes initiative in the networking
opportunities through collecting the details of the corporates and companies including
the IT companies and banking institutions in Bangalore. Also, it helps in developing a
professional career.
 Sorting out vouchers: The vouchers which are from the other retail stores inside the
mall are sorted out by the mall marketing team and then it is used for the redemption
process for the Lulu loyalty members as discount vouchers from several retail stores
inside the mall.
 Little Star Event coordinated: For the Little Star Event grand finale conducted by
Lulu Funtura for promotion, the Marketing team conducts the Little Star event every
year inside the mall for kids from the age group of (5-15). For that, I coordinated the
staff from LULU Funtura and I helped them by providing the necessary things needed
for the event.
 Assisted media team with promotion: Assisted in video shooting for the Lulu
Happiness app, and photoshoots done by the media team to post on social media I
assisted them with many activities and I helped them to find creative advertisements
from social media.
 Distribution of T-shirts to the employees: As part of EOSS (end-of-season sale)
promotion LULU provides a special T-shirt to the employees and I must distribute it in
different departments of LULU.
 CHAPTER 4

INTERNSHIP OVERVIEW
 4.1 WEEKLY ACTIVITY REORT

Date from: 22/05/2024 Date to: 07/07/2024

Day & Date Time Task Assigned Task Completed Observation

Briefly described
about the duties Visited the mall and
Identified the type of
22-05-2024 and observed the
10am-7pm customers who came to the
Monday responsibilities to operations in the
mall
be performed by mall
the duty manager

Assigned duty in Learn and observed

Observed how to canvas
23-05-2024 10am-7pm the loyalty the activities within
the customers
department the department

Promotion of the Interacted with Observed the benefits of

24-05-2024 12pm-9pm lulu happiness different type of the application to the
application customers customers
Successfully
completed the task it
Gained experience in
To inform mall involved creating
handling unexpected
visitors about the and executing a plan
25-05-2024 12pm-9pm changes or issues
lulu happiness to inform visitors of
maintaining clear and calm
application mall about the lulu
communication throughout
happiness app
including its benefits
To provide the
The task of
clear details about
providing clear Became proficient in
the loyalty
details about the adjusting communication
program to the
26-05-2024 12pm-9pm loyalty program and style based on the
mall visitors who
the points was audience knowledge level
are interested to
successfully and interest
know about the
completed
loyalty points

Signature

Table 4.1
Day & Date Time Task Assigned Task Completed Observation
The promotion of the lulu Gained confidence in
Promoting the
happiness app was presenting the
lulu happiness
successfully executed. information at diverse
28-05-2024 11am-8pm application
Achieving its objectives groups and speaking
within the mall
of raising awareness and at the promotional
premises
driving engagement basis
Customers have been Managing the
Take part in the
registered successfully customer details and
registration desk
29-05-2024 12pm-9pm with the app who were not ensuring the
at the exit to the
registered earlier with the registration process
lulu hypermarket
particular app runs smoothly
Providing the Improved skills in
Customers were
information persuading and
successfully registered
regarding the engaging the
with the app for
30-05-2024 12pm-9pm iPhone lucky customers leading to
participating in the lucky
draw contest part increased interest in
draw contest part of lulu
of lulu happiness registration with the
happiness app
app registration application
Enhanced ability to
Take part in the
Successfully completed prioritize task and
advertisement of
the shoot of the manage time
lulu happiness
31-05-2024 12pm-9pm advertisement and posted effectively ensuring
application as
on the official page of lulu all activities were
part of the social
Bangalore completed on
media promotion
schedule
Observing the
hypermarket to Ensured accuracy in
Successfully completed
check whether problem identification
the task by noticing the
01-06-2024 12pm-9pm the arrangements and managing the
arrangements within the
are done in a activities within the
hypermarket
proper way of hypermarket
manner
Observing the
Ensured the accuracy
fashion store and
Successfully completed in problem
lulu connect to
the task by noticing the identification and
02-06-2024 12pm-9pm check whether
arrangements in both the managing the
the arrangements
fashion store and connect activities within both
are done in a
stores
proper way
Signature

Table 4.2
Day & Date Time Task Assigned Task Completed Observation

04-06-2024 12pm-9pm Providing the Successfully Meeting new

vouchers to the completed the customers and
customers who task by providing building the
were registering the vouchers to professional
with the lulu the customers relationship
happiness app
05-06-2024 12pm-9pm Sorting the Successfully Gained ability and
different type of completed the efficiency in
vouchers and task by providing successfully
providing it to vouchers to the coordinating and
the loyalty loyalty members managing the type
members of customers

06-06-2024 11am-8pm Target of 30 Successfully Learned to

customers to be completed the delegate task and
registered with task within the responsibilities
the lulu given period of
happiness app is time
assigned to me
07-06-2024 11am-8pm Collected the Successfully Improved and
details of the completed the enhanced my
customers to task by collecting customer service
retain the loyalty the details of the skill
members customers

08-06-2024 11am-8pm Take part in Managed the Improved ability to

managing and registration desk. work
coordinating the Assisted in venue collaboratively in a
semifinal of little preparation and team setting.
star event by setup Fostering a sense
funtura cooperation

09-06-2024 12pm-9pm Take part in Successfully Collaborating with

promo video completed the a crew including
shooting of task by the directors,
instabin and implementing all cameraman and
assisted in setting arrangements improves my
the arrangements effectively ability to work
effectively in a
team

Signature

Table 4.3
Day & Date Time Task Assigned Task Completed Observation

11-06-2024 11am-8pm Assigned duty Taking care of the Boost confidence by

near the instabin instabin by collecting taking on significant
near the food plastic bottles from responsibilities and
court customers and successfully
throwing it on instabin executing them

12-06-2024 11am-8pm Assigned duty Providing the Improved and

near the instabin vouchers to the enhanced my
at the food court customers who ever customer service
putting the plastic skill and efficiency
bottles into the
instabin
13-06-2024 12pm-9pm Assigned duty Maintaining the area Enhance the ability
near the instabin clean and clear and to communicate the
at the food court avoiding the information clearly
customers for putting and effectively
other wastes into the
instabin

14-06-2024 12pm-9pm Prepared the list Successfully Improves and

of the customers completed the task by enhances the project
that is including collecting the details management skills
their name and of the customers and efficiency
number who
were putting
bottles into the
instabin
15-06-2024 12pm-9pm Grand finale of Successfully Gained experience in
little star event, coordinated and planning, organizing
take part in assisted in the grand and executing a
registrations finale event large-scale event

16-06-2024 12pm-9pm Analyse the type Analysed the type of Enhancing skills in
of customers customers and analysing the
who were provided a final consumer behaviour
registering with assessment
the lulu
happiness app
Signature

Table 4.4
Day & Date Time Task Assigned Task Completed Observation
18-06-2024 12pm-9pm To understand Understand by The workers are very
and analyse the analysing the cooperative and
marketing marketing activities efficient in their work
activities and which they are doing
works in the office
19-06-2024 12pm-9pm Going for Observed the Got a proper idea
rounds in the activities which are about the mall and its
mall with taking place inside the working
marketing mall properly
members and
observing the
activities
20-06-2024 12pm-9pm To understand Properly understand Get to know about
about the about interacting and customer interaction
customer dealing with the and how to convince
interaction customers the customers
thoroughly
21-06-2024 12pm-9pm To understand Observing of how Get to know about the
about the they are attracting the different marketing
marketing customers properly strategies and tricks to
strategies attract customers
properly
22-06-2024 12pm-9pm To understand Understand about the Role of the
about the various advertisement in the
advertisements advertisements about marketing and also
inside the mall the various products maintaining the
and so on reputation
23-06-2024 12pm-9pm Meeting the Understand about the All workers are
head of the policies and dedicated and learned
company and procedures within the about the culture and
interaction with company values of the company
members of the
department
Signature

Table 4.5
Day & Date Time Task Assigned Task Completed Observation
25-06-2024 11am-8pm List out the Successfully collected Helps in networking
corporates and 45 companies details opportunities and
companies and selected 31 understanding where
including IT companies from the the companies are
companies and data located helps in
banking networking
institutions in opportunities for
Bangalore developing
professional career
26-06-2024 11am-8pm Listed out 31 Successfully Helps to improve
companies from converted the list of research skill and
the previously 31 companies details analytical skills.
collected data according to their
location
27-06-2024 11am-8pm Converted the Successfully Enhance the ability to
data which is converted the list of gather and interpret
previously 31 companies into the data by manually
collected into excel format
excel format
28-06-2024 11am-8pm Adding contact Successfully added Improves and
number and the contact number enhances the project
google map and location details management skills and
location into the into the excel format efficiency
excel format
29-06-2024 11am-8pm Observing and Successfully observed This task required
identifying the and identified the meticulous
underperforming underperforming observation which
games in the games enhanced my
game zone observation skill
30-60-2024 11am-8pm Observing and Successfully observed Analysing the revenue
identifying the and identified the figures which
operational operational activities sharpened my
activities that within the mall analytical skills
carrying out
inside the mall
Signature

Table 4.6
Day & Date Time Task Assigned Task Completed Observation
02-07-2024 11am-8pm The end of All designated tasks Helps to observe and
season sale staff were completed practice the sales
support duty successfully techniques
03-07-2024 11am-8pm The end of Successfully Helps in learning how
season sale staff completed the promotional events
support duty assigned duty of like end of season sale
supporting staff are managed
04-07-2024 12pm-12am Conveying the Successfully Improved my ability
information conveyed the to assist the customers
about “shop big information about the with troubles and
win big” shop big win big basic technical issues
campaign on the campaign to the
end of season customers
sale event. First
day of end of
season sale
05-07-2024 12pm-12am Second day of Successfully Enhanced my ability
lulu end of registered the to effectively
season sale, lulu customers during the communicate and
happiness app end of season sale convey the
registration and event information with the
adding loyalty customers
members
06-07-2024 12pm-12am Third day of Successfully Learned how to
lulu end of registered the quickly and
season sales, customers and effectively resolve
adding the conveyed the customer concerns and
loyalty members information to the provide satisfactory
and conveying customers regarding solutions
information the campaign
about shop big
win big
campaign
07-07-2024 12pm-12am Last day of the Successfully Learned how to
lulu end of registered the collect and analyse the
season sale, lulu customers and customer data through
happiness app conveyed the the app registration
registration and information to the can be a valuable for
conveying the customers regarding the future sales and
shop big win big the campaign to the marketing strategies
campaign customers
information to
the customers
Signature

Table 4.7
4.2 CONTRIBUTION OF THE INTERN TO THE ORGANIZATION

I was in the marketing department of the mall. I started my internship on 22 May 2024, for a
duration of 45 days till July 7th, from Tuesday to Sunday, 12 hours. Working in the marketing
department of Mall, the main aim was to attract more people to register with the Lulu Happiness
application to ensure they became loyalty members and to retain the existing loyalty members.

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

• To learn more about the 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 the

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 gave me an excellent experience and I acquired much knowledge. The task that
I did gave me an in-depth knowledge about the process of marketing and I got to know the
duties of the mall marketing team and loyalty team. All the employees at Lulu helped me to
refine my knowledge and they gave me full support and confidence to perform as an intern.
App promotion helped me to improve my communication skills and get ideas about how to
interact to the customers. Moreover, I understand how promotions will help an organization to
grow in the market and how marketing strategy aids the customers in knowing about the
products or services provided by the firm. Through the internship, I acquire knowledge in how
to perform in an organization too.
Overall, this internship has been an excellent and rewarding experience for me and I was able
to meet and work with so many people that will help me to utilize for future opportunities.
 CHAPTER 5

CONCLUSION
5.1 CONCLUSION

In conclusion, my internship at the marketing department of Lulu Mall Bangalore 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 customer service and operational functions
to promotional activities 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 Bangalore
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.
REFERENCES
 Lulu Mall. (n.d.). Lulu Mall. Retrieved November 22, 2024, from
https://www.lulumall.in/
 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