Marketing Plan – Lulu Hypermarket

Running head: MARKETING PLAN – LULU HYPERMARKET
MARKETING PLAN – LULU HYPERMARKET
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Marketing Objectives
The establishment of efficient marketing objectives is essential for an organization to
measure their progress and growth in terms of productivity and profitability (Bačík, Štefko
and Gburová 2014). The principles of SMART can be applied to the marketing objectives of
an organization in order to ensure its effectiveness in the achievement of organizational goals.
These principles entail that the objectives must be specific, measurable, attainable, relevant
and time bound (Chaffey and Ellis-Chadwick 2019). The SMART marketing objectives for
Lulu Hypermarket can be listed as below:
 Partnerships with specific local brands that are popular among the customers and
advertising them in order to increase the number of sales of the products by 12%
within 1 year.
 Providing bi-annual seasonal discounts of 20% to 50% on specific brands of products
to the customers, in order to overall promote sales.
 Creating official and active pages on social media like Facebook and Instagram within
6 months in order to increase customer engagement and keep them updated about new
products being sold or discounts offered on a seasonal basis.
 Increase the customer base by at least 500 shoppers for every promotion on social
media.
 Create an audit for the equipment used in the stores within 6 months to evaluate if
they need to be changed or developed.
 Increase in the overall revenues generated by the company by 5 million dollars within
5 years.
 Increase the current market share by at least 5% within 5 years.

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Marketing Strategies
The development of marketing strategies is essential to business organizations as it
helps them in devising plans and policies that ultimately increase their profitability and
productivity. These organization plans and strategies of marketing are specifically designed
to cater to the interests and requirements of the target customers (Pappas 2016). The
framework of segmenting, targeting and positioning helps organization in the process of
market segmentation and develop strategies to cater to the interests of the targeted customers.
Segmentation – The market segmentation of the customers can be made on the basis of the
following criteria (Cuadros and Domínguez 2014):
 Geographic – The organization operates through several outlets in 13 countries in
Asia, Africa, Europe and America. These outlets are present in rural as well as urban
areas.
 Demographic – The target market for Lulu Hypermarkets include customers from all
age groups and genders. These products and services offered can be afforded by
individuals from low to middle-income groups.
 Behavioral – The behavior of the target customers of Lulu hypermarkets can be
identified seeking cost advantage and easy accessibility of a diverse range of
products.
 Psychographic – the psychographic segmentation for the organization involves
individuals who are easy going and prefer the consumption of products with high
quality and low prices.
Targeting – The target market for Lulu Hypermarkets can be identified as individuals from
all age groups with a low to middle income level and preference for high quality products and
services at low prices.

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Positioning – The positioning strategy adopted by Lulu Hypermarkets is as a chain of
hypermarkets that offers a wide range of high quality products at low prices to its customers
(Luluhypermarket.com 2019). The organization has adopted a competitive pricing strategy
for this purpose, which enables them to establish and maintain a competitive edge in the retail
market of Oman.
Implementation of Market Plan and Market Mix
From analysis of the external environment of Lulu Hypermarkets, it can be observed
that it suffers stiff competition in the market from a large number of discount retailers.
However, there also exist several opportunities for the growth of the business of the
organization owing to the political and economic factors of Oman (Pauceanu 2016).
Thereby a suitable marketing plan can be developed for the organization that can ultimately
enable it to maximize its productivity and profitability in the country (Baker 2014). For this
purpose the strategic framework of the 7 P’s can be adopted.
 Product – The products sold by the hypermarkets include grocery items and fresh
food, digital and electronic products, products for fashion and lifestyle, and other
products for household purpose and home décor (Luluhypermarket.com 2019). These
products are available in the physical stores of the chain of hypermarkets as well as
the online store available on their official website.
 Price – The prices of the products are generally lower than those offered by the
competitors in the retail market. the products and services offered by the organization
are affordable to customers belonging from low to middle income groups because of
the competitive pricing strategies adopted by Lulu Hypermarkets. Such competitive
pricing strategies help the organization to maintain a competitive advantage in the
retail market of Oman.

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 Place – The products offered by the organization are available in the outlets present in
rural and urban areas of 13 countries across Asia, Africa, Europe and America. The
maximum outlets are present in several countries in Middle East Asia like Oman.
 Promotion – The products sold by the hypermarkets can be promoted through various
online mediums such as official websites, social media and advertisements through
television, radio and print media. The advertisement strategies that can be adopted by
the organization include the promotion of seasonal discounts and offers that may
attract the interest of the customers and thereby aid in boosting overall sales.
 People – Lulu Hypermarkets employs more than 55,000 individuals within the scope
of their organization. These individuals are sufficiently skilled to provide the best
quality of services and assistance to the customers in their stores. The organizational
culture of the company pays particular focus on the maximization of employee
satisfaction through rewards and incentives that ensure the retention of skilled and
loyal employees. Internal performance management systems further overlook the
performance of the employees and helps in the maintenance of a high quality of
services provided to the customers.
 Process – Being one of the major organization in the retail market of Oman, much of
the business activities of Lulu Hypermarkets focuses on the prioritization of customer
satisfaction. In this regard, the staff and employees are trained to cater to the needs of
the customers in a prompt, supportive and efficient manner. Additionally the website
for the organization can also be made to be user friendly along with the provision of a
section where the customers can give feedbacks and reviews on the products and staff
behavior.
 Physical evidence – The wide range of products offered by Lulu Hypermarkets are
displayed in the stores in a very systematic manner, so that the customers can browse

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through the various departments as per their requirements. Specific departments for
each section of the products are arranged in an attractive and adequately visible
manner so as to make them easily available and accessible to the customers.
furthermore, the highly efficient staff and employees also maintain cleanliness and
order in the outlets so as to minimize discrepancies for the customers. The various
brands of products that are sold by the organization are advertised in the form of
attractive posters and hoardings within the stores. The online store on the website is
user friendly and clearly shows all the products that are available to the customers.
Evaluation and Control
A system of evaluation and management of the strategies adopted by business
organizations is essential in order to measure the extent to which the organizational
objectives and goals are being met (Safari 2014). In this regard, certain key performance
indicators can be identified for Lulu Hypermarkets. These indicators while provide for the
guidelines that can be used to assess organizational efficiency in the management processes
and success of the marketing strategies and plans adopted by the organization (Parmenter
2015). These indicators can be listed as below:
 Customer satisfaction rate – An evaluation of the satisfaction rate of the customers
will help in determining the extent to which the marketing strategies gave proven to
be beneficial to the profitability of the organization (Ishaq et al. 2014). This can
be measured using the reviews and feedbacks on the online website as forms
distributed in the physical stores.
 Revenue generated – The revenues generated can be measured using an estimation
of the overall sales in all the stores of the organization through the different countries.

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Such an evaluation will provide an analysis of and estimation of the increase or
decrease in the market share of the organization.
 Quantity of sales – The quantity of sales can be measured from data collected on the
sales of products in the physical stores as well as the online store on the website of
Lulu Hypermarkets. Such an evaluation will help in determining the success of the
marketing strategies adopted.
 Employee performance – Employee performance is an important indicator for
determining the success of the marketing strategies as it directly relates to satisfaction
of the customers. the quality of services provided by the staff to the customers can be
evaluated through the feedbacks and reviews provided by the customers. Additionally
a system of performance management can be adopted by the organization to evaluate
the efficiency of the employees on a bi-annual basis. Rewards and incentives can be
accordingly provided, which will add as a boost for the employees to optimize their
performance levels.

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References
Bačík, R., Štefko, R. and Gburová, J., 2014. Marketing pricing strategy as part of competitive
advantage retailers. Journal of applied economic sciences, 9(4), p.30.
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Cuadros, A.J. and Domínguez, V.E., 2014. Customer segmentation model based on value
generation for marketing strategies formulation. Estudios Gerenciales, 30(130), pp.25-30.
Ishaq, M.I., Bhutta, M.H., Hamayun, A.A., Danish, R.Q. and Hussain, N.M., 2014. Role of
corporate image, product quality and customer value in customer loyalty: Intervening effect
of customer satisfaction. Journal of Basic and Applied Scientific Research, 4(4), pp.89-97.
Luluhypermarket.com (2019). LuLu Hypermarket Oman - Shop Online Groceries,
Electronics, Fashion & more. [online] LuLu Hypermarket UAE Website. Available at:
https://www.luluhypermarket.com/en-om/ [Accessed 13 Dec. 2019].
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
Parmenter, D., 2015. Key performance indicators: developing, implementing, and using
winning KPIs. John Wiley & Sons.
Pauceanu, A.M., 2016. “Foreign Investment Promotion Analysis in Sultanate of Oman: The
Case of Dhofar Governorate.” International Journal of Economics and Financial Issues, 6(2),
pp.392-401.

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Safari, M., 2014. Customer Lifetime Value to managing marketing strategies in the financial
services. International Letters of Social and Humanistic Sciences, 42, pp.164-173.