Surabaya as one of the biggest cities in Indonesia has great demands for retail industry. There
are 5 hypermarkets in Surabaya, with 3 of them dominate 88.5% total revenue in 2009. This competition
has causes every hypermarket to rearrange and refresh their marketing strategies in order to win the
competition. The questions that the hypermarket X’s manager has to answer are mostly about these 3
questions. The first one is ‘Does my brand is the first retrieved brand?’. Using Top-of-Mind Awareness
concept, a self-administered questionnaire was used to gain the data from 150 respondents, with 138 were
completely filled. The result is Carrefour leads with 43.48%, meanwhile Hypermarket X only gains
20.29%. The second one is ‘Do consumers purchase at the first retrieved brand?’ The Chi-square test with
significant level below 0.05 proves that there is a relationship between TOMA Hypermarket and future
purchased hypermarket. And the last question is ‘How my hypermarket will be able to be the first retrieved
brand?’ Paired t-test, Chi-square, Discriminant, and Quadrant analysis will explain it. Hypermarket X needs
to maintain their ‘empathy', improve their ‘reliability’ and ‘price guarantee’ by ‘advertisement’, in order to
win the competition
