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Management Thesis – 1 | 3rd Semester
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
It is certified that the work contained in the thesis entitled “A COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR AND OTHER RETAIL COMPANY" By Rajesh Kumar has been carried out under my supervision and that this work has not been submitted elsewhere for a degree.
Dr. Kausik Dutta (Department of Marketing) ICFAI University, Jharkhand.
Management Thesis – 1 | 3rd Semester
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Management Thesis – 1 | 3rd Semester
Retail is India’s largest industry, accounting for over 10 per cent of the country’s GDP and around eight per cent of the employment. Retail industry in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. But because of the heavy initial investments required, break even is difficult to achieve and many of these players have not tasted success so far. However, the future is promising; the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations. Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. Modern retail has entered India as seen in sprawling shopping centers, multi-storied malls and huge complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organized retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The Indian population is witnessing a significant change in its demographics. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing working-women population and emerging opportunities in the services sector are going to be the key growth drivers of the organized retail sector in India.
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
The thesis what I have presented is not the made outcome of my labor alone. There are dozens of hands buttressed me all through the programme it doesn’t go without thanking all of those who constantly keep me on the move. I would like to give heartily thanks to ICFAI University, Jharkhand who have given us an opportunity to learn something practical apart from books by including the inplant training in our MBA Programme. I express my gratitude to Faculty Guide Dr. Kausik Dutta who has supported me to complete this thesis. I would like to express my most sincere thanks and gratitude to External guide Mr. Somen Banerjee (HR Manager, BIG BAZAAR) who have given a good support to grab the external exposure and to complete a thesis in Big Bazaar. I give my sincere token of thanks to all my faculties, relatives and friends who have gathered me the wisdom of knowledge. This work is dedicated to my parents who have supported me throughout my study.
Management Thesis – 1 | 3rd Semester
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
TABLE OF CONTENTS
TABLE OF CO 1. BASIC OF MARKETING 2. INTRODUCTION TO RETAIL ION 3. RETAILING INDUSTRY IN INDIA 4. SHOPPER INTELLIGENCE 5. CURRENT TRENDS AND CHALLENGES 6. COMPANY PROFILE …………….. …………….. …………….. …………….. …………….. …………….. Page 6 Page 21 Page 28 Page 29 Page 33 Page 35 Page 39 Page 40 Page 42 Page 43 Page44 Page44 Page44 Page45
Management Thesis – 1 | 3rd Semester
7. BIG BAZAAR : Positioning & Establishment Establishment……………. 8. BIG BAZAAR : 7 P’s Analysis s 9. STUDY STORE 10. STUDY STORE : Organisational Structure 11. RESEARCH METHODOLOGY 12. OBJECTIVE OF THE THESIS 13. DATA COLLECTION METHOD 14. SAMPLING METHOD 15. ANALYSIS & INTERPRETATION NALYSIS 16. SURVEY FINDINGS 17. CONCLUSION 18. BIBLIOGRAPHY ……………. ……………. ……………. ……………. ……………. ……………. ……………. ……………. ……………. ……………. …………….
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all with the goal of getting the exchange of items or services to take place.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY BASIC OF MARKETING TABLE OF CONTENTS HISTORY The practice of marketing is almost as old as humanity itself. The rise of Agriculture undoubtedly influenced markets as the earliest mea of means 'mass production' of an item. Get them to actually buy Page |6 Management Thesis – 1 | 3rd Semester . and psychology. capacities.. This is said to have really begun the marketing craze. Levitt is said to be one of the founders of the marketing discipline. Marketing is the set of activities used to 1. Sellers and buyers sought to understand each other's needs. perhaps at a pre-arranged time. For example the rail industry was not in the business of rail transport but in the industry of transport in general they were still competing with were the likes of cars and public transport. Motivate them to buy 3. t In 1960 Theodore Levitt wrote a journal article called Marketing Myopia. A Market was originally simply a gathering place where people with a supply of items or capacity to perform a service could meet with those who might desire the items or services. Today's New York Stock Exchange had its humble beginnings as an open air market located at Wall Street in New York City. and most food is perishable. and soon you will find that marketing comes naturally. there was likely motivation to seek out others who could use the excess food. As agriculture allowed one to grow more food than could be eaten by the grower alone. namely foodstuffs.. in exchange for other items. In it he discussed that the big manufacturing industries at the time were misinterpreting what industry they were misinterpreting part of. He stated that until you fully understood the industry you were part of you were likely to fail. and contributed to the making of the 4Ps framework that transactional marketing is based around. before it spoiled. Get your potential custome attention customer's 2. All it takes is a little theory practiced and applied. Marketing is more than sales. arranged Such meetings embodied many aspects of today's marketing methods. A little bit of marketing theory. although sometimes in an informal way.
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY 4. Marketing theory is made up of the 5 P’s. There are some exceptions to this . Price and Promotion. One of the best ways to determine a name for a product is to have a brainstorming session. The rules of brainstorming are: 1. Get them to buy again (and again…) Marketing is how you define your product.such as music band names. Page |7 Management Thesis – 1 | 3rd Semester . they are ranked by preference. and the benefits that product has. distribute your product. No ideas are rejected or criticized 2. Each "P" contributes to your marketing Product Product is." Product Name It is more important to be descriptive than creative. Place. After the ideas a generated. and to maintain a relationship with your customers. Functionality. promote your product. Prioritize each for the target market or market segments to determine the development of the product going forward. 4. List functionality and features that could be added. (product name) is the type of (product) that (performs this task). Product. Positioning. It is important to understand your product from the customer’s point of view. The pros and cons of the top ideas are discussed. It is a free form "brain dump" 3. Someone is in charge of writing the ideas on a board where everyone can see them. the features. This list will be used in positioning the product. Features & Benefits In order to begin to understand the product from a customer’s point of view. of course.” To (target audience). 5. the thing (or service) that you have to offer to the customers. There are a number of thing about the product you should evaluate. Product Description It is critical to be able to say in one clear sentence why your product is perfect for a specific buyer and what it does best. list the functionality.
So what if you are the only red-haired singer who only knows how to play a G minor chord? Does your target market consider this a good thing? Positioning is important because you are competing with all the noise out there competing for your potential fans attention. and you can charge $10 .Product Music CD What is it that you are selling? You could say you are selling music. CDs give a professional. This is considered a benefit by your target market Both of these conditions are necessary for a good positioning. There are five factors for measuring how "adaptable" a new product is: • Relative advantage of the product: How superior is the innovation to the product or other problem-solving methods it was designed to compete against? • Compatibility: Does it fit with current product usage and customer activity? • Complexity: Will difficulty or confusion arise in understanding the innovation’s basic idea? • Divisibility: How easily can trial portions of the product be purchased? • Communicability: How likely is the product to appear in public places where it is easily seen and studied by potential users? Example . you can incorporate the necessary elements into your marketing.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Product Adaptability By understanding how adaptable your software is. Ah.$3 each. polished impression. CDs can be produced for about $2 . Page |8 Management Thesis – 1 | 3rd Semester . you have a chance at getting their attention. But what about tickets you sell to a show? Or T-shirts you sell? Aren't these your product? Not really. Positioning Simply. Note: Producing CDs has many advantages over producing tapes. what makes you unique 2. A good position is: 1. If you can stand out with a unique benefit. But the bottom line is that you want people to buy your CD. positioning is how your target market defines you in relation to your competitors. Everything you do should be done with the end result of selling CDs. or an experience. or a feeling. They are ways to promote your CD. or yourself. and it is the media of choice for music listeners.$20 for them.
• Against a Competitor: Positioned directly against a competitor. Some things to consider: • How is the market now satisfying the need your software satisfies? • What are the switching costs for potential users for your market? • What are the positions of the competition? The competitive advantage is an internal question. two questions need to be answered: 1. Environment In order to begin positioning a product. Product-variety Marketing or Differentiated Marketing: target several market segments and design separate offers for each Page |9 Management Thesis – 1 | 3rd Semester . Segmentation There are three types of segmentation: 1. • Product Classes: Compared to different classes of products. What is our competitive advantage? The marketing environment is the external environment. Mass Marketing or Undifferentiated Marketing: Go after the whole market with one offer and focus on common needs rather than differences 2. What do you have that gives you advantage over your competitors.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY It is important to understand your product from the customer’s point of view relative to the competition. Some things to consider: • Is your company small and flexibility? • Do you offer low cost and high quality? • Does your product offer unique benefits? • Are you the first on the market with this product (First mover advantage)? Positioning Strategies There are seven positioning strategies that can be pursued: • Product Attributes: What are the specific products attributes? • Benefits: What are the benefits to the customers? • Usage Occasions: When / how can the product are used? • Users: Identify a class of users. What is our marketing environment? 2. • Away from a Competitor: Positioned away from competitor.
• Superior: The difference is superior to other ways that the customer might obtain the same benefit. • Profitable: Company can introduce the difference profitably. You can also call it distribution. Information: gathering and distributing marketing research 2. • Affordable: Buyers can afford to pay the difference. Matching: fitting the offer to the buyer's needs 5. is the method for making your product available to the consumer. Place Place. • Preemptive: Competitors cannot easily copy the difference. Negotiation: reaching agreement on price and terms 6. To identify a niche market. or distribution channel. The competitors are mapped on this matrix and you can see where there may be some opportunities. Positioning Differences The differences that are promoted for a product must be: • Important: The difference delivers a highly valued benefit to the target buyers.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY 3. Physical distribution: transporting and storing the goods 7. Example . Financing: getting and using funds to cover the costs of channel work 8. or the company can offer it in a more distinctive way. a series of 2 by 2 matrixes can be used to identify an area that is being overlooked by larger competitors. Contact: communicating with prospective buyers 4. Target Marketing or Concentrated Marketing: Large share of one or a few sub-markets. Functions There are eight main functions for distribution channels: 1. P a g e | 10 Management Thesis – 1 | 3rd Semester . Risk taking: assuming the risks the channel work. • Distinctive: Competitors do not offer the difference. Good when company’s resources are limited.Selling a CD Place is simply where your fans buy your CD. • Communicable: The difference can be explained and communicated to the target buyers. Promotion: developing and communicating offers 3.
you must understand your positioning before you set a price. etc. Product Line: Setting price steps between product line items 2. show dates. Captive Product: Pricing products that must be used with the main product 4. In Home There is nothing wrong with telephone orders! Price Price is the amount of money charged for a product or service or the value exchanged for the benefits of the product or service. Retail Probably the most difficult is retail (selling your CD in music stores). For a new product. If it is too high. In Person Whenever you perform. hand out the CDs.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY There are many ways to distribute your CD. This person can collect the money. Online Isn't the Web wonderful? You can easily and cheaply set up a web page with your information. Make sure it is not too low. or the product will not be taken seriously. you should sell your CDs. so you don't have to worry about it during a show. the potential customer will not take the risk. This is difficult for independent musicians or bands because you usually need to have a relationship with a distributor. By-Product: Pricing low value by product to get rid of them 5. It is easier if you have a friend to help you. You can mention that you are selling CDs and where to buy them while you are performing. Management Thesis – 1 | 3rd Semester Pricing Strategies There are five general pricing strategies: 1. Product Bundle: Pricing bundles of products sold together New Product Pricing There are two new product pricing strategies: P a g e | 11 . sample audio files. and how to order your CD. Optional Product: Pricing optional or accessory products 3.
Works when: Market is highly price sensitive • Production and distribution costs fall as sales volume increases • Low price must help keep out the competition • Price Adjustment The following are price adjustments based on changing situations: • Discount & Allowance: reduced prices to reward customer responses such as paying early or promoting the product • Discriminatory: adjusting prices to allow for differences in customers. If you are an entrepreneur. and public relations a company uses to pursue its advertising and marketing objectives. • International: adjusting prices in international markets Promotion Promotion is the specific mix of advertising. Information gather is extremely important at this stage of the game. personal selling. The trick is the start the revenue stream without spending too much money. P a g e | 12 Management Thesis – 1 | 3rd Semester . $300 • Value: adjusting prices to offer the right combination of quality and service at a fair price • Promotional: temporarily reducing prices to increase short-run sales • Geographical: adjusting prices to account for geographic location of customer. Ex: $299 vs. and locations • Psychological: adjusting prices for psychological effects. you most likely have limited resources and you are still learning about the market. Works when: Quality and image support the higher price Enough buyers want the product at that price Cost of producing a small volume cannot be high Competitors should not be able to enter the market easily • Market Penetration: Set a low initial price in order to penetrate the market quickly and deeply to win a large market share.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Market-Skimming: Initially set high prices to "skim" revenue layer by layer from the market. sales promotion. products.
but they need to move through them. It is a great tool because it allows the target customers to educate themselves about your product by reading about it. You need to track the results. if it is a telephone order. direct mail letters. Testing is expensive. P a g e | 13 Management Thesis – 1 | 3rd Semester . Promotion is used to move the target market from one phase to another to finally purchase. World Wide Web The Web allows for a cheap way of promoting your product.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Objectives The objectives that are met by promoting are to move the target market through the following phases: “It is believed that consumers cannot skip over a phase. You should prompt the customer and tell them to "call this number to place an order" or "download this software from our web site". lists. Measuring Response Testing different offers. and promotion techniques can tell you what method is most effective. you can code the order form with a tracking number that lets you know exactly what promotion the customer is responding to. This information can then be entered into the customer database for future analysis. advertisements. which takes time. What are you offering the target customer? What do you want the target market to do? One mistake that can be made is to create a promotional advertisement and not tell the customer what to do. But the information you gather could help you reduce wasteful. If it is an order form that they mail back to you. which raises production expense. and download a copy (and therefore serve as your distribution channel). ineffective spending in the future. You need different versions of promotions.” The Offer The offer needs to be identified before you begin any promoting. make sure you have a method for measuring response. There is a trade-off. You can do this by first asking the customer where they heard about you when taking the order. If you decide to test. seeing a demo.
By providing a Web page. sales letter. Once a name on the list contacts you. This promotional activity involves many steps. They are considered your customer now.60% to other combined factors. whether to buy or simply inquire. Direct Mail An average response rate for direct mail is about 1%. n-time use. This list is very important to the success of a mailing.as opposed to buying a list. However. It is very crowded and difficult to be noticed. such as Yahoo and Alta Vista. and timing. You rent a list from a company . Also. These seed names show if you use the list more times than you rented it for. it would be best to rent it for one-time use. This depends on the offer. These people are actively searching for better ways to meet their needs. you can then use that name any way you want.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Remember. you are moving the target market through the communication cycle from unawareness to purchase. you are trying to reach innovators and early adopters. There is a whole industry built around direct mailing. Some experts place 40% . Once you determine which list works for you. The Web is a natural place for them to go to look for you. The difficulty with the Web is all of the noise out there. and the timing of the mailing. or unlimited use. It is a way of directly communicating to a list of people. Make sure that there are keywords in your web site that will attract your target audience.60% of importance to the list and 40% . You rent lists from a variety of sources: P a g e | 14 Management Thesis – 1 | 3rd Semester . Register with the entire search engines. Be aware that list rental companies track the use of your list. then you can start negotiating multi-use lists. such as offer. Direct mail is a way of promoting your software product by sending prospects mail. List Selection A list is the names and addresses that you use to send your direct mail piece. You can rent a list for one-time use. the mailing list. the target audience. until you test the list. the creative (how the direct mail piece looks). you are trying to reduce the perceive risk of purchasing your product. They include "seed" names that you will not be able to identify.
• Donor Lists: Names and addresses of people that are of interest to non-profit organizations. There is usually a minimum order such as 5.although you must test your lists to determine how old is old.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY • P a g e | 15 Management Thesis – 1 | 3rd Semester Compiled List: Names and addresses from a common source . However. but have the lowest response rate. These lists are the least expensive. You need to look at cost per acquisition once the mailing is complete. the less likely the response . but if this group is your target market. The older the names.such as a phone book. You should merge/purge the file against any customer list you already have. . or any other rented lists you have. You can narrow lists down by demographic information. Prices are usually given in cost per thousand. • Publication Lists: Names and addresses of people who subscribe to a particular magazine. These lists respond better than compiled lists. Each source varies. the cheapest list may not be the most cost effective. Lists can be selected by lifestyle or special interests. income. it can have a better response rate than other lists. frequency of purchase.000 names. There is usually a cost to select based on certain criteria. General interest magazines tend to have a lower response rate than special interest magazines. regency of purchase. geographic location. such as gender. You should have in your contract you get credit for names that are returned for nondelivery. and monetary (amount) of purchase. Regency of purchase tends to be a good indicator of response rate. • House Lists: Names and addresses owned by a specific company of customers and inquires of their product. and cleaned the file (removed all non-deliverables from the list). Make sure that the company renting you the list has merged/purged it for duplicate names. homeowners. Special interest newsletters have a small circulation. has updated the names and addresses using NCOA (National Change of Address). Price ranges can be from $50/M to $300/M for a base price. • Mail Order Buyer Lists: Names and addresses of people who have responded to direct mail in the past.
your product. be short. Give the prospect something to do. The brochure will describe your product. You will get a higher response rate. and be easy to read and understand. even if it is a little more expensive. Tell them exactly how to pay for the order. fax.your offer. the price. Use a business reply envelope. offer as few choices as possible. This is the device that the prospect will use to place the order (or request information). • Response rate = Number of Responders / Number of People Mailed. They will not put credit card number or even name and phone number on something everyone can read. stamps. Product Brochure This piece of the direct mail can be made a little more "slick" than the sales letter will be. people will not put confidential information on a postcard. The response card should be easy to fill out. and P a g e | 16 Management Thesis – 1 | 3rd Semester . Give the order form a look of intrinsic value. e-mail. • Cost per piece = Total Cost of Mailing / Number of People Mailed. Response rates to prospects (non-customers) average around 1%. Make it easy for the prospect to place the order. Involvement devices work. the technical specifications. such as check a box to order or place a sticker or stamp on the order form. Use the bond-like borders. and the risk reducer (such as a money back guarantee or a free trial period). seals. the benefit it gives your customers. Although using a postcard may be cheaper. Give them many ways to do it telephone. mail back order form.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Common Measurements Cost per acquisition = Total Cost of Mailing / Number of Responders (people who ordered). And make sure the response card fits in the envelope without folding it. • Response Mechanism One of the most important parts of your direct mail piece is the response mechanism. and other money look a-likes. In designing your response mechanism or order form you need use all you have thought about so far .
and testimonials from other customers. For example AA-123-MA-1 could translate to the first mailing of list source AA. Use the same list and the same direct mail piece. and money back guarantee. Envelope The first thing the prospect sees is the envelope. make sure that everything else is constant. Some people use this to print a "teaser" copy on the front of the envelope. the benefits. This is the first thing a reader will read. This could be used to hint at what great offer lies inside if they just would open the letter. phone number. If you do use teaser copy. and the deadline. P a g e | 17 Management Thesis – 1 | 3rd Semester . If you are going to use a specific date. and web address. what offer. and it may not get opened as a result. what price. fax number.S. no sale. at the bottom of the letter is the second thing a read will read. and price 3. giving the offer. any free trial period. what sales letter. etc. address. There is no limit to the things you can test via direct mail. Be sure to add a P. The average length of the sales letter is 4 pages long. Two pages long are considered a short length letter and six or more is considered a long length letter. the free trial period. Sales Letter The first line of a sales letter is a headline.S. Testing and Tracking Response On your response card. make sure that whatever is promised on the outside is fulfilled on the insider. The use of push dates test better than no push dates. The risk is that the teaser copy immediately tells the prospect that this is another advertisement junk mail piece. brochure letter 2. Include the company's name. sales letter 1."PLEASE RESPOND BY MONDAY". and therefore.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY the benefits to the customer. If you are testing price. you can assign a code so you can keep track of what the customer is responding do. Otherwise the person will be angry. to your letter. The P. what brochure. A push date is a deadline for the prospect to order . Printing on both sides of a page test as well as one sided print. It should give the reader immediately the benefits of the offer being made. allow for at least three weeks for delivery for third class mail. What list did you use. with just the price changed. in Massachusetts.
First-class stamps provide a fast delivery. the better response you will get. Stamps work better than metered mail. it is very expensive and will not reach your target market of the innovators and early adopters. This target market will read the classified ads in the magazines looking for and willing to try new things. Request a media kit from the magazine you are considering. This will help you determine if your target market reads this magazine. and most importantly weight. browns and greens do not work as well as aquamarine blues. The more personal you can make your mail look. Make a dummy sample to determine folding of paper. full page advertisement in an industry magazine.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Some Tricks That Work Remember that direct mail is a personal medium. Flamboyant color just for the sake of color does not pay off. and if you go over the designated weight set by the post office. See the post office for the weight and size limits for first-class and third-class mail. size. Running an ad once will create awareness. you will be paying for it. using stickers and stamps and work to improve response. cold and warm grays. P a g e | 18 Management Thesis – 1 | 3rd Semester . The key for classified advertisements is frequency. Some other successful colors have been bright orange. but not necessarily action. Checking a box. warm reds. but don't necessarily improve response rate version third-class stamps. Stamps look more like a personal letter. Cheap thin paper makes the product look cheap. and prices. Classified Advertisements Although it may nice to be able to take out a full color. Address labels perform worse than computer printed addresses directly on the envelope. Soft white book and antique-finish papers work better than slick super white paper. subscriber profiles. This should contain circulation information. Postage is very expensive. yellow ochre light and/or a metallic gold. If you decide to use some color for conservative enhancement. People like to do things.
Don't write your press release like an advertisement. you should prepare a press kit that includes: • Cover letter to the editor Press release product announcement Product features sheet • Corporate background sheet Evaluation product Technical specifications sheet (if any) Reprint of any past articles Names of end user contacts and comments Picture of your product The editor may take your product announcement. In general. or at least each type of publication. Any claims you make be sure to back them up with user testimonials. phone number. editors like to have the press releases double spaced with plenty of margin room. To send a press release. "The first (product) capable of (doing this benefit) is now available from (your company) for people who need to (this need)". Include in your press release the product name. the company name. and send the original to be printed. It has a better chance of being published. Tailor your press release to each publication. and e-mail address.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Press Releases A press release is an announcement of a new product release. Be prepared to take questions. Mass mailing press releases don't usually get published. a company contact name. If possible. If you are unsure of the person. There can be a 3-4 month lead time before your press release is published. make some modifications to it by hand. Editors may take this information and publish it as news in their magazine or newspaper. tie your press release into current events or human interest. fax number. the price. P a g e | 19 Management Thesis – 1 | 3rd Semester . Also. This is a great way to get free publicity. Your opening sentence should be clear and concise. contact the magazine for a contact name. address. send your press release to one person at each magazine.
However. With more people accepting the product. You can always use quotes from the review in your promotional material for other promotions. Call the magazine for the name of the correct person to send the product to. there will usually be a phone call to the company first.Promotion Your Music P a g e | 20 Management Thesis – 1 | 3rd Semester . Choose a magazine your target market is reading. Make sure there are no surprises. This can provide great exposure. Ensure that this person gets a full product. What damage will it do if you get a bad review? Before pursuing this promotional activity.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Product Reviews Magazines have product review editors that review it in an article or column. Be available for questions. and have contacted many new customers to get their feedback on the product. it may be safest to fully complete testing. the faster you will move past the early adopters and innovators. Example . it can also be risky. If a reviewer has problems.
hotels and hair ll salons. line Many businesses. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. or in shopping streets with few or no house or houses. sometimes it is done as a recreational activity. Shops may be on residential streets.com. Purchasers may be individuals or businesses. Retailers are at the end of the supply chain. and on-line stores. are both wholesalers and retailers because they sell to consumers and building contractors. ops Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategies. Regardless of other functions these businesses perform. a retailer buys goods or products in viduals large quantities from manufacturers or importers. like dentists. and specialty stores like The Gap. discount stores like Wal WalMart and K-Mart. they are still retailers when they interact with the final user of the product or service. in small or individual lots for direct consumption by the purchaser. Retailing consists of the sale of goods or merchandise. Service providers. Mart. from a fixed location such as a nsists department store or kiosk. like Amazon. shop Shopping generally refers to the act of buying products. in a shopping center or mall. Other businesses. P a g e | 21 Management Thesis – 1 | 3rd Semester . are all examples of retail stores. Retailers often provided boardwalks in front of their stores to protect customers from the mud. Department stores. is also retailers. Sometimes this is done to obtain necessities such as food and clothing. not buying) and browsing and does not always result in a purchase. either directly or through a wholesaler. like Home Depot. also known as e commerce is the tect e-commerce latest form of non-shop retailing. Recreational shopping often involves window shopping (just looking. Zales Jewelers and Toys 'R' us. like Burdines and Macy's. Shopping streets may or may not be for pedestrians only. are both manufactures and retailers. and then sells smaller quantities to the end user. Retailing may include subordinated services such as delivery. Retail establishments end-user. Online retailing. are often called shops or stores.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY INTRODUCTION TO RETAIL TABLE OF What is retailing? Retailing involves selling products and services to consumers for their personal or family use. In commerce. like The Limited.
Economists see this as determining how the transaction's total surplus will be divided into consumer and producer surplus. because the threat of no sale exists. $6.g. or end-of-season sales. . whence the surplus vanishes for both.95. clip and divide" in terms of tailoring (1365). Often prices are fixed and displayed on signs or labels. or eagerness to buy. the word retail in both Dutch and German (detailhandel and Einzelhandel respectively) also refer to sale of small quantities or items."Sales" are often held at fixed times of the year. often by advertised percentages . For example. Neither party has a clear advantage. retail prices are often so-called psychological prices or odd prices: a little less than a round number."50% off" for example. Another common technique is suggested retail pricing. Etymology Retail comes from the French word retaillier which refers to "cutting off. for example January sales. Retail pricing The pricing technique used by most retailers is cost-plus pricing. a customer may have to pay more if the seller determines that he or she is willing to. This involves adding a markup amount (or percentage) to the retailers cost. shred. Alternatively. Retailers who are overstocked. Its literal meaning for retail was to "cut off. there can be price discrimination for a variety of reasons. In Chinese societies. The retailer may conclude this due to the customer's wealth. paring". where prices are "marked down". Price discrimination can lead to a bargaining situation often called haggling — a negotiation about the price. In Western countries. Like the French. a hyperreal tool used to create the look of a perfectly-stocked store (even when it's not). carelessness. or need to raise cash to renew stocks may resort to "Sales".COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY P a g e | 22 Management Thesis – 1 | 3rd Semester Most retailers have employees learn facing. or Blue Cross Sale. It first was recorded as a noun with the meaning of a "sale in small quantities" in 1433 (French). This simply involves charging the amount suggested by the manufacturer and usually printed on the product by the manufacturer. This creates price points. e. The retailer charges higher prices to some customers and lower prices to others. prices are generally either a round number or sometimes a lucky number. lack of knowledge.
The second form is shop or store trading. roofed over. cobbler). Buildings for retail have changed considerably over time. Some shops use counterservice. The first shops in the modern sense used to deal with just one type of article. One of the novelties of the department store was the introduction of fixed prices.g. which were a street of several different shops. This is commonly considered the birth of consumerism. jewelry) and controlled items like medicine and liquor. it was called a department store. each dealing with a different kind of article was invented. The mall has had a considerable impact on the retail structure and urban development in the United States. making haggling unnecessary and browsing more enjoyable. All the stores rent their space from the mall owner. these were multi-story buildings which pioneered the escalator.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Retail types There are three major types of retailing. By mid-century. This type of retail is common for small expensive items (e. projects in suburban areas. From this there soon developed. In cities. heralding in a new era of retail: self-service. tailor. the notion of a large store of one ownership with many counters. In the 1920's the first supermarket opened in the United States. a physical location where buyers and sellers converge. in France. Around the same time the first shopping mall was constructed which incorporated elements from both the arcade and the department store. The first is the market. Sometimes this kind of retailing replicates existing retail types such as online shops or virtual marketplaces such as eBay. Market halls were constructed in the Middle Ages. climate-controlled. sidewalks or designated streets and may involve the construction of temporary structures (market stalls). most of these were being developed as single enclosed. where products are ordered via mail. where goods may be handled and examined prior to purchase. In the nineteenth century. P a g e | 23 Management Thesis – 1 | 3rd Semester . telephone or online without having been examined physically but instead in a catalog. which were essentially just covered marketplaces. Usually this is done on town squares. and usually adjoined the producer (baker. Self-service. The design was perfected by the Austrian architect Victor Gruen. and must be obtained from the seller. where goods are out of reach of buyers. arcades were invented. A third form of retail is virtual retail. has become more common since the Twentieth Century. still in France. A mall consists of several department stores linked by arcades (many of whose shops are owned by the same firm under different names). on television or on a website.
These are sometimes located as stand-alone outlets. in high traffic areas. Also. there are also strip malls which are 'outside' malls (in Britain they are called retail parks. retailers are a vital part of the business world. It would be very costly and time consuming for you to locate. such as with telephone or electric power. Why is Retailing Important? As the final link between consumers and manufacturers. a sweater or a bar of soap. These are often connected to supermarkets or big box stores. Many shops are part of a chain: a number of similar shops with the same name selling the same products in different locations. In other cases. may offer credit. sometimes called 'pawn' shops. There are also 'consignment' shops. Often the public can also sell goods to such shops. which is where a person can place an item in a store. and if it sells the person gives the shop owner a percentage of the sale price. or there may be a franchising company that has franchising agreements with the shop owners (see also restaurant chain). consequently. it would be very costly for the manufactures of these products to locate and distribute them to consumers individually. and. A recent development is a very large shop called a superstore. but more commonly are part of a strip mall or retail park. Similarly. and display products so that consumers know what is available and can see it before P a g e | 24 Management Thesis – 1 | 3rd Semester . the public donates goods to the shop to be sold (see also thrift store). In give-away shops goods can be taken for free. They have salespeople on hand who can answer questions.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY In addition to the enclosed malls. contact and make a purchase from the manufacturer every time you wanted to buy a candy bar. Some shops sell second-hand goods. Local shops can be known as brick and mortar stores in the United States. especially in the case of a nonprofit shop. Retailers also provide services that make it less risky and more fun to buy products. The term retailer is also applied where a service provider services the needs of a large number of individuals. The advantage of selling an item this way is that the established shop give the item exposure to more potential buyers. Retailers add value to products by making it easier for manufactures to sell and consumers to buy. By bringing multitudes of manufacturers and consumers together at a single point. other businesses may lease space from the supermarket or big box store to sell their goods or services from. The shops may be owned by one company. retailers make it possible for products to be sold. business to be done.
in many cases the experience of visiting the retailer is an important part of the purchase. like hair styling. Everything that the retailer can do to make the shopping experience pleasurable and fun can help ensure that customers come back. consumers often want to see. Also. But even with products. The nature of the business and the way retailing is done are currently undergoing fundamental changes. will need to have face-to-face interaction with the consumer.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY buying. retailers may provide many extra services. retailing in some form will always be necessary. like Amazon. However.com. touch and try them before they buy. from personal shopping to gift wrapping to delivery. In addition. Or. The Future of Retailing Advances in technology. and perhaps most importantly. traditional retailers with physical stores will continue to be necessary. retailers who offer personal services. the very vastness of cyberspace will still make it very difficult for a consumer to purchase every product he or she uses directly. In addition. even though the Internet is beginning to make it possible for manufacturers to sell directly to consumers. bring together assortments of products for consumers to buy in the same way that bricks-and-mortar retailers do. like the Internet. that increase the value of products and services to consumers. For example. Of course. On-line retailers. have helped make retailing an even more challenging and exciting field in recent years. they may want products immediately and won't want to wait for them to be shipped. Retail Strategy Planning Why Strategy? To define the business idea and validate the same through: • Market entry strategy • Market positioning strategy • New concept development • Business feasibility analysis For Whom? Strategy planning service caters to the needs of: • Entrepreneurial retail venture • Organizations planning to foray into the retail arena • Manufacturing companies with retail business ideas • Existing traditional retail businesses trying to reinvent themselves P a g e | 25 Management Thesis – 1 | 3rd Semester .
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY How? A series of activities are required to frame a strategy. These include: • Management interviews • Organization assessment • Segment analysis • Competitive performance analysis • Customer research • Capturing target segments ‘Share of Mind’ • Analysis of different format options • Analysis of merchandise mix • Analysis of various price points • Rollout plan • Business feasibility plan Why Integrated Retail? Integrated Retail carries out Strategy Planning based on the following strengths: • Large team with over 200 man-years of retail operations and business experience • Successful implementation track record of similar projects • Constantly updated repository of best business practices in retail from across the world P a g e | 26 Management Thesis – 1 | 3rd Semester .
structure e-Retailer mass general discount advertising specialty specialty competitive full mass Specialty competitive advertising online seller self corp. For example. for many the predominant distribution methods is still selling through retail stores. chain Warehouse Store Category Killer mass mass General Specialty discount advertising self assorted corp. however. Retail Summary Chart Below us summarizes each retail format by using the seven categorization characteristics. structure Franchise stand-along strip center stand-alone assorted contractual Convenience mass General full advertising self individually o/o corp. chain discount advertising competitive competitive advertising Department Store specialty General assorted corp. chain Boutique speciatly Specialty exclusive full Selling full individuallly o/o chain Catalog mass general discount specialty specialty competitive direct mail direct marketer assorted corp. Format Target Market Products Carried Pricing Strategy Promotion Emphasis Distribution Service Level Ownership Structure Mom-and-Pop mass general competitive advertising specialty specialty direct mail stand-alone strip center shopping area stand-alone strip-center stand-alone stand-alone strip center shopping area shopping mail stand-alone strip center shopping area assorted individually o/o Mass Discounter mass General discount advertising self corp. chain corp. The characteristics identified for each format should be viewed as the “most likely” case for that format and are not necessarily representative of all retailers that fall into this format.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY • • Data bank of benchmark retail performance data Access to macro-economic data impacting overall retail and consumer businesses. structure Vending mass Specialty full None vending self P a g e | 27 Management Thesis – 1 | 3rd Semester . under distribution. chain corp. clearly most retailers today have an online presence.
West Side. In India. many of them stay in cities away from parents Thus.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY RETAILING INDUSTRY IN INDIA TABLE OF It was only in late the 1980’s that organized retailing started in India. There is an increase in the number of small patterns. S kumars and Bombay Dyeing. Till 1990’s the organized retailing industry was dominated by manufacturer-owned retail store like owned Raymonds. Indian entrepreneurs Indian set up retail chains like Viveks. Croosword and Big B Bazaar are some of the big names in the organized retailing industry. The retail customer of India in 21st century is different from those in 1980’s & 90’s. Hence. with lot of untapped etailing potential. young has increased considerably. retailers should strive to maintain superior quality products and enhance their brand image and store image to retain customer’s confidence and win their loyalty. Retail strategies need to be continuously assessed in view of changing demographics and new buying patterns. With emergence of call centers which employ young graduates. the retailing industry is still in the growth phase. Their children including teenagers have high purchasing power. Food World. frequent trips abroad. Lifestyle. Nilgiris and Cotton World. . Shopper’s Stop. prestige and status. Existing players are expanding their operation while new players are entering the industry to tap the potential. With liberalization of Indian economy in 1990 multi-national players like Nanz entered in Indian retailing national industry. Pantaloons. shopping malls and multiplexes. the purchasing power of the parents. Encouraged by the response to branded retail stores. Giant. households with working couples. Grasim. and to a certain extent the media have all played their part in increasing brand consciousness among customers. Now the retailing industry is flooded with large stores. They equate brand with quality. The increasing number of Indians working in multinational companies. P a g e | 28 Management Thesis – 1 | 3rd Semester .
ight. but it’s what everybody is talking about. “There are a greater number of store pilots and targeted shopper research going on. In South Africa only five per cent of spend goes to retail. They are thinking about their competitors. “When companies don’t know what research to buy. and then P a g e | 29 Management Thesis – 1 | 3rd Semester TABLE OF Specialist shopper research must be carried out to make sense of the retail environment. Shopper research can be a costly investment. associate brand director.The good news is that there is a lot of research innovation taking place.” says Siemon Scamell-Katz. Added Value. TNS Magasin. including the shopper. so brand owners are encouraged to start small and be very particular about the type of ers research methodology used. including supply chain and merchandising.” says Andrea Ellens. they can start asking the more complex questions around shopper insights. He points to technology and software available in the UK. . is between 15 and 20 per cent. according to Michael Broughton. Retailers are waking up to it and they want category insights. which allows the marketer to input sales data obtained from the retailer. “Global research spend allocated to retail. acting CEO of the Consumer Goods Council of SA (CGCSA).COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY SHOPPER INTELLIGENCE Once this has been achieved. managing director of Glendinning Management Consultants. The shopper retail/marketing industry is said to be worth R130 bn (and that’s just 0 the FMCG categories). and global director of TNS Retail and Shopper. we actually recommend that they begin by studying existing in store data and use it to in-store get their basics right. founder.” says Stephen Mawby. and to gain an understanding of what motivates the shopper’s behaviours and decisions in the store.
it’s overly simplistic to say that 70 per cent of decisions are made at the point of sale without understanding what kinds of decisions are made. and should be accompanied by both pre.and post-testing to determine its effectiveness. Locally. the behaviour in the store and the impact of different marketing media and messages. Executrac. director: Shopper Marketing. It should also be kept in mind that a store owner is the best source of free information about the shopper. based on in-store observation. The next stage of shopper research investigates how the shopping mission has motivated the choice of store.” says Marne Dirks. the researcher is investigating the brand equity pre-disposition (whether the shopper has a positive perception of the brand. according to Peter Wilson. Classifications should be kept to a simple two to three shopper types per channel.” says Dirks. Ogilvy. A lot of rich shopper and activation insights never make it into the store. so working more closely with them will provide simpler. due to a lack of execution capabilities. Yet fewer than five per cent of brands globally are confident that shopper research has been integrated into their strategies. sales data is available. MD. but there is a shortage of standardised software or tech systems. Shopper research: step by step Shopper research begins by understanding what happens before the shopper enters the store. business manager: TNS Research Surveys Client Services. and will inform future shopping missions and decisions. At this stage.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY slice it up and analyse it in many different ways to get a holistic understanding of the performance of its brands. as created by previous consumption and advertising). Very important is that the research itself be integrated into marketing strategy to address the business goals and problems of a brand or store. category routes and pricing levers. making it near impossible for a sales rep to execute a strategy. as well the different shopping missions that the shopper plans and their impact on in-store behaviour. The experience of the shopper both before and during the shopping process as well as during consumption post-shopping will feed back into the pre-shop motivations. P a g e | 30 Management Thesis – 1 | 3rd Semester . As says Kristina Couzyn. “I have seen very little evidence of shopper research finding its way into retail trade by way of a coherent shopper strategy. “Research firms tend to complicate research feedback in this area and I have seen as many as 18 shopper demographic profiles for one FMCG company in the same channel. more cost-effective insights.
The caveat. Infrared-assisted research Infrared technology was used by Nielsen’s US offices in the PRISM project to provide traffic counts for different parts of a store.” says Broughton. P a g e | 31 Management Thesis – 1 | 3rd Semester . Coca-Cola SA. technology that was developed by homeland security is being used to ‘watch’ video recordings of the shopper in action and anonymously record their demographics. this allows the store to be rated a medium for marketing. however. However.adadge.” says Dirks. Radio Frequency Identification RFID tracking sees the trolley being fitted with a device which tracks its path through the store. as always. Video mining In the US. shopper privacy is an issue.videomining. The ultimate goal will be for South African companies to manage day part marketing on this level. “This means moving away from a one-size fits all approach into a segmented approach where the picture of success is altered for every outlet based on the variables. geography and shopper type. This is helpful in identifying the store hot spots from the shopper’s perspective. is the capability of the sales and trade marketing folk to execute against multiple pictures of success in various outlets. “SA is essentially a follower in terms of international technology developments. according to reports on www. However. the project has been shelved due to lack of funding (Wal-Mart pulled out of the project in late 2008.com).com). as well as registering where the shopper lingers and for how long. This allows Coca-Cola to ensure that the correct brand and pack mix is available at the correct price and is communicated effectively in every outlet. is reportedly using GPS trackers in trolleys to get maximum exposure in-store by tailoring its execution standards by channel.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY New technology The use of technologies like infrared and radio frequency identification (RFID) have not seen extensive rollout locally. We do not anticipate much before 2011. while also analysing which store elements the shopper engages with (www.
Marketing at Retail Initiative (MARI ) research MARI research is endorsed by the Point of Purchase Association (POPAI). however.co.popai. This camera records what the shopper sees. to determine what sort of marketing works and where it is best situated in the store. There are concerns.za). This form of observation must be layered with other methodologies for better insights. or a dummy pair of glasses). But researchers say that there is a disconnect between what the shopper looks at and what that actually does for decision-making in the store. and which brands and marketing messages they interact with. P a g e | 32 Management Thesis – 1 | 3rd Semester . attached to their glasses. that the cameras will impact shopper behaviour and will compromise the research.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Eye-tracking Eye-tracking could be useful for understanding what the shopper sees in the store. The MARI research aims to measure engagement with in-store media and marketing messages. which has been established locally (www. A sample of shoppers is fitted with a clipcam (surgical camera.
P a g e | 33 Management Thesis – 1 | 3rd Semester .” says Scheepers. commercial business director. service delivery is key. and a simpler. “If we review what is happening in the US and use this as the base case. although it seems to have only a limited impact. Todwil. Reports (www.co. stores are going to have to work hard at creating the right shopping environment.” says Elton Scheepers. As always. when volume and profitability come under threat from weak economic conditions. “With ne ver 60 per cent of shopper decisions being made in the outlet.za) indicate that retailers had better than expected December trade. This dichotomy has ome about as the realisation of the ‘moment of truth’ drives more focus into the retail environment. The only bright light on the horizon is the drop ve in fuel prices. though not necessarily at the expense of above-the-line branding. finds that to keep margins intact. the trend is moving towards more tactical below-the-line below campaigns. Retailers are also under severe pressure to cut costs while meeting profit targets and retaining shopper loyalty.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY CURRENT TRENDS AND CHALLENGES T The current economic recession is changing the retail marketing environment in terms of an increase in retail marketing spend even as tail consumers tighten their purse strings and overall marketing budgets shrink. Manufacturers too. are trying to cut their costs. in light of the current economic climate. The bottom line is that this year will be tough. manufacturers are focusing on making business processes more efficient and cutting costs. With marketing udgets shrinking. MD. more knee knee-jerk-type activities find their way into the marketplace. there will need to be much more retail marketing and shopper insight research carried out to push brand sales. Executrac. more pleasant shopping ivery experience must be created. pend within the retail marketing environment will continue to increase year on ear. Marne Dirks. To maintain profits. this trend is here to tay.tradeintelligence. However. but that January is off to a slow start.
shoppers are faced with empty shelves and products missing for inordinate amounts of time. brand and retailer. Locally. and all aspects of the service and supply chain have been refined. we may see continued focus on ready to eat. retailers need to drive the research that exposes the weak spots and highlight new opportunities. As stores try to achieve this. he says. store layout and so on. prepared meals. where the average store product range is very complex. and also on healthy or organic foods. managing director of Glendinning Management Consultants. Stephen Mawby. Another result of the tightening of purse strings will see the loyalty of high-end retail shoppers being eroded as they switch to mid-range. eroding loyalty and confidence in product. store range.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Brands and retailers are going to have to work more closely together as a key component in maintaining profits for both parties is to keep the shelves stocked with the right brands. there are still issues around supply. P a g e | 34 Management Thesis – 1 | 3rd Semester . All too often. at the right price. compares SA’s retail market to those of more developed countries. however. pricing needs to be carefully considered (even premium shoppers will be cutting back and looking for value).
Next and Guess in India. Food Bazaar. Headquartered in Mumbai (Bombay). futurebazaar. Big Bazaar. Shoe Factory plus-size (footwear) and Blue Sky (fashion accessories).COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY COMPANY PROFILE T Pantaloon Retail (India) Limited. Retailers in Asia by Retail Asia Asia-Pacific Top 500 magazine in 2006. Debenhams. The company registered a turnover of Rest 2. E-Zone (consumer electronics). Pantaloons in Kolkata. Planet Retail. has over 331 stores across 40 cities in India and employs over 17. Pantaloon Industries Ltd. Depot and many others. In 2001. Some of its other formats include. and stationary). Zone. Lee Cooper. Central. followed this.018 crores for financial year ended 2007-08. a hypermarket chain that combines the look and feel of Indian bazaars. music. a first of its kind seamless mall located in the heart of major Indian cities. It has recently launched its retailing venture. The group's subsidiary companies include. Home Solutions Retail India Ltd. Pantaloon Retail is listed on BSE and NSE with a turnover of Rs 2.019 crore for FY 2007 08 2007-08 It owns and operates multiple retail formats including Pantaloons. and launch Central. the company operates through 5 million square feet of retail space. is India's leading retail company with presence across multiple lines of businesses. The company owns and manages multiple retail formats that cater to a wide cross cross-section of the Indian society and is able to capture almost the entire consumption basket of the Indian consumer. Depot (books. Fashion Station. Galaxy Entertainment and Indus League Clothing. food and grocery chain hygiene. with aspects of modern retail. Pantaloon Retail was selected as the Best of Best 08.000 people. Collection i (home improvement products). Food Bazaar. a group company owns the franchisee of international brands like Marks & Spencer. it launched Big Bazaar. like choice.com. gifts Zone electronics). The group also has joint venture companies with a number of partners including French retailer Etam group. convenience and hygiene. P a g e | 35 Management Thesis – 1 | 3rd Semester . E-Zone. Gini & Jony and Liberty Shoes. Manipal Healthcare. Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain. All (fashion apparel for plus size individuals). Jaywalker’s.
Future encourages us to explore areas yet unexplored. achievement. how and when they need." One of the core values at Future Group is. our ability to evolve. Future Group's vision is to. Thereby. we will evolve it. Management Thesis – 1 | 3rd Semester P a g e | 36 . It manages two real estate investment funds (Horizon and Kshitij) and consumer-related private equity fund. the group's financial arm. in Future Group. 'Indian’s' and its corporate credo is .Rewrite rules. beauty. associates and partners. will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. strength. focuses on asset management and consumer finance. we will write success stories. Future Group Manifesto “Future” – the word which signifies optimism. "Deliver Everything. rewards and perfection. Future Capital Holdings. We. We will not just post satisfactory results. The Future Group operates through six verticals: Future Retail (encompassing all retail businesses). consumer credit and other consumer-related financial products and services in the near future. growth. Future Logistics (management of supply chain and distribution) and Future Media (development and management of retail media). employees. create new opportunities and new successes. Our customers will not just get what they need. Future Brands (management of all brands owned or managed by group companies). shareholders. but also get them where. Future Space (management of retail real estate). We will not just operate efficiently in the Indian economy. It also plans to get into insurance. unlearn and re-learn. which is positioned to cater to the entire Indian consumption space. our ability to learn. Every time to Every Indian Consumer in the most profitable manner.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Pantaloon Retail is the flagship enterprise of the Future Group. To strive for a glorious future brings to us our strength. we will effect socio-economic development for our customers. write rules yet unwritten. Everywhere. Retain values. Future Capital (financial products and services). Indecision.
It works on same the economy model as Wal-Mart and has had considerable success in many Indian cities and small towns. Big Bazaar is not just another hypermarket. Indore. cutlery. Big Bazaar stores in Metros have a gaming area and kids play area for entertainment. Allahabad. And this is just the beginning.Hyderabad. Thiruvananthapuram. it has opened the doors into the world of fashion and general merchandise including home furnishings. Agra. Coimbatore. Gurgaon. do just one thing. Bhubaneswar. And it is this that will help us succeed in the Future. Big Bazaar is a chain of shopping malls in India currently with 29 outlets. Bangalore. utensils. Rajkot. Durgapur. Delhi. Panipat. It is this understanding that has helped us succeed.Kanpur. the head of Pantaloon Retail India Ltd. P a g e | 37 . Thane. customer will definitely get the best products at the best prices -that’s what Big Bazaar guarantee. Ahmadabad.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY We will not just spot trends. Mangalore. Mumbai. Nasik. And in this process. owned by the Pantaloon Group. The idea was pioneered by entrepreneur Kishore Biyani. With the ever increasing array of private labels. Big Bazaar plans to add much more to complete customers shopping experience. Chennai. Lucknow. Cities where stores are located are. Big Bazaar is a chain of shopping malls in India currently with 29 outlets. Pune. Nagpur. Ghaziabad. owned by the Pantaloon Group. Ambala. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. The idea was pioneered by entrepreneur Kishore Biyani. the head of Pantaloon Retail India Ltd. crockery. we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow. It works on it the economy model as Wal-Mart and has had considerable success in many Indian cities and small towns. We shall keep relearning.Palakkad. sports goods and much more at prices that will surprise customer. Vishakhapatnam. Management Thesis – 1 | 3rd Semester At Big Bazaar. It caters to every need of customer’s family. Surat. Kolkata. Asansol.
Allahabad Ambala Asansol Bangalore Bhubaneswar Chennai Coimbatore Palakkad Kolkata Delhi Durgapur Ghaziabad Gurgaon Hyderabad Indore Lucknow Kanpur Mangalore Mumbai Nagpur Nasik Panipat Pune Rajkot Ranchi Surat Thane Thiruvananthapuram Vishakhapatnam Big Bazaar is not just another hypermarket. This statement places Big Bazaar at the top of customer’s mind. is the modern Indian family's favorite store. they never sell goods below the price they have purchased it. sports goods and much more at prices that will surprise customer. it has opened the doors into the world of fashion and general merchandise including home furnishings. And this is just the beginning. With the ever increasing array of private labels. To use predatory pricing is not in the personality of Big Bazaar. customer will definitely get the best products at the best prices -that’s what Big Bazaar guarantee. Ahmedabad. the business which isn’t looked up to in our country. Big Bazaar plans to add much more to complete customers shopping experience. cutlery. Kishore Biyani never hired any foreign consultant for Big Bazaar which is evident from Indian-specific personality of the brand. It caters to every need of customer’s family. Big Bazaar. At Big Bazaar. Big Bazaar is Indian personification of retail. crockery. Big Bazaar symbolizes modern retail. utensils. It reflects that entrepreneurship and simplicity are the essence of character of Big Bazaar. Big Bazaar has shown a robust growth in recent years." .Kishore Biyani P a g e | 38 Management Thesis – 1 | 3rd Semester . Cities where stores are located: Agra. Its personality is of being an entity away from fancy or pretty and being authentically "no-frills". The brand’s personality is self-explanatory by its tag-line only. the "Indian Wal-Mart". I have lost count now of how many I have opened. is now in the eyes of many multi-national biggies. the environment created by traders to give shoppers a sense of moment. It’s like an Indian bazaar or mandi or mela. We have a store opening virtually every fortnight. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Big Bazaar stores in Metros have a gaming area and kids play area for entertainment.
. • Big Bazaar refrains from high end locations for business which reduces its rental high-end budget and provides competitive advantage over competitors. Management Thesis – 1 | 3rd Semester P a g e | 39 . The SWOT Analysis of current strategy of Big Bazaar elaborates the core competencies and areas of improvement. The key features that have shaped in establishing of brand includes: • Big Bazaar ensures that no other kirana store / departmental store are offering considerable discount compared to its own price. Kishore Biyani has taken "early movers advantage" in many retail spaces.e. This helped Big Bazaar in being able the "value for money" store. i. selling to existing custom customers.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY BIG BAZAAR : Positioning & Establishment TABLE OF Big Bazaar has established itself in the first quadrant of Organization Value and Customer Value Matrix. • Promotion of kirana is rare event but Big Bazaar used this channel efficiently to establish itself as national brand. • Cheap and local products are heavily stocked in Big Bazaar which make it easier to attract lower middle class category of customers. • Customer loyalty resulting in high up sell. • Big Bazaar scores high on product mix as compared to kirana store.
e. 99. these categories made up only about 60%. 70% of sales. or comparison shopping. Gudi Padva. • Differentiated Pricing: Time pricing.000 DVD layers and 25. and Durga cial Pooja). • Promotional Pricing: Big Bazaar offers financing at low interest rate. electronics and travel segments made up about ovens. child care. etc. Big Bazaar sold over 300. P a g e | 40 . there are many in house brands promoted by Big .COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY BIG BAZAAR : 7 P's Analysis TABLE OF 7P Analysis of Big Bazaar 7P Marketing Mix is more useful for services industries and knowledge intensive industries. 50. Bazaar. Big Bazaar also caters on Special Event Pricing (Close to Diwali. The seven keys issues are explained as: Product Big Bazaar offers a wide range of products which range from apparels. The various techniques used at Big Bazaar are: Management Thesis – 1 | 3rd Semester • Value Pricing (EDLP . clipping. Last year. 49. Rs. They work on the model of economics of scale. the fashion. The concept of psychological discounting (Rs. furniture. There pricing objective is to get "Maximum Market Share". which is aggressively used by Big Bazaar.000 pairs of jeans. Price line The tag-line is "Is se sasta aur accha aur kahin nahi".) is used as promotional tool. In all.000 DVD-players microwave-ovens. etc. Also. farm products. food..Every Day Low Pricing): Big Bazaar promises consumers the lowest available price without coupon clipping. difference in rate based on peak and non nonpeak hours or days of shopping is also a pricing technique used in Indian retail. waiting for discount promotions. Successful marketing depends on number of key issues. Products of all the major brands are ld available at Big Bazaar. i. toys.
• Use of technology like scenario planning for decision making. Exchange Offer . Radio (FM) and road-side bill-boards. Shakti Card. TV. They are aggressive on their expansion plans.000 people and recruits nearly 500 people every month. • Well-dressed staff improves the overall appearance of store. the staff employed by Big-Bazaar are well-suited for modern retail. Retail sector is in growth stage.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY • Bundling: Selling combo-packs and offering discount to customers. Place • Big Bazaar stores are located in 50 cities with 75 outlets. The salient features of staff of Big Bazaar are: • Well-trained staff. Big Bazaar advertisements are seen in print media. Promotion Big Bazaar started many new and innovative cross-sell and up-sell strategies in Indian retail market. • Employs close to 10. Brand Endorsement by M. staff at store to keep baggage and security guards at every gate. The various promotion techniques used at Big Bazaar include "saal ke sabse saste teen din".‘Junk Swap Offer’. so staff is empowered to take innovative steps. Point-ofPurchase Promotions. S. • Employees are motivated to think out-of-the-box. Advertising has played a crucial role in building of the brand. • Multiple counters for payment. makes for a customer-friendly atmosphere. Future Card (the card offers 3% discount). P a g e | 41 Management Thesis – 1 | 3rd Semester . The combopacks add value to customer. People They are one of the key assets for any organization. Big Bazaar has presence in almost all the major Indian cities. Dhoni.
STUDY STORE TABLE OF BIG BAZAAR NEAR RANCHI CLUB M. Garments. Physical Evidence It deals with the final deliverable or the display of written facts. There are 47 departments in this store and 534 Human Resource employed. epartments As this store is big enough with 5 levels and 47 departments has long product range and product depth. Cosmetic.). Furniture etc. ROAD RANCHI . Electronic.834001 This store is of 5 floor and divided into 5 levels based on the nature of products. • Home delivery counters also started at many places. SOAP. Because of these features it has a very good reputation in that area and customers who are residing far away and in other areas they also visit the store.G. Management Thesis – 1 | 3rd Semester P a g e | 42 . • Proper display / posters of the place like (DAL. etc. Ones a customer get inside the store he will find all kinds of products available that may be Food item.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Process The goods' dispatch and purchasing area has certain salient features which include: • Multiple counters with trolleys to carry the items purchased. This includes the current system and available facilities facilities.
HR Administration Department Information Manager Technology Cashing Marketing Customer Service Desk P a g e | 43 Management Thesis – 1 | 3rd Semester .President Marketing Manager HR Manager Finance Manager Category Manager Operation Head Marketing Head HR Head Finance Head Category Head Store Manager Asst Store Manager Dept Manager Human Resource manger Visual Merchandise Asst.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY STUDY STORE : Organisational Structure TABLE OF President Vice .
and websites & from company managers. Based on the topic objectives were set and to arrive at the opinion on objectives a set of 100 questionnaires were designed of 10 questions and response is collected from the customers who are visiting the store. Well-structured Well questionnaires were prepared & the survey was undertaken. TABLE OF Market research requires two types of data i. who are its suppliers about its warehouses. Primary data has been used abundantly for the study. secondary data and primary data.G Road.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY RESEARCH METHODOLOGY TABLE OF Since the study is on retail sector first the detail study of the store is been conducted about its Management team its structure the number of departments which all brands does the store has. collected from the various journals. There is also a use of secondary data. For data collection Random Convenient sampling method was ado adopted For this project the area of research is M. books. t OBJECTIVE OF THE THESIS TABLE OF To know the effective Marketing Strategy which influence customer to purchase a o Strategy p product of Big Bazaar in comparison to other retail company. Feedback for the display has been taken by asking questions & observation has also done to gather asking primary information. P a g e | 44 Management Thesis – 1 | 3rd Semester DATA COLLECTION METHOD .e.
G. ROAD Survey method SAMPLING METHOD TABLE OF Since the study is restricted to Retail sector. all the functional Departments of Big Bazaar and the respondents are found at the store only so according to the convenience randomly they are being picked so sampling method is used in this study is Random Convenient Sampling. Sample size : 100 respondents Sampling Method : Random Convenience sampling Measuring Tool : Questionnaire P a g e | 45 Management Thesis – 1 | 3rd Semester Sample Unit : Customer of Big bazaar .COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY • Primary data • Secondary data : : Field Survey Big Bazaar records Text Books and journals Company Websites • Area of research • Research approach : : M.
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY ANALYSIS & INTERPRETATION TABLE OF Q No 1: Which store first comes to your mind when you think of purchasing a product? RESPONSE Big bazaar Vishal Mega Mart Others retailer Total NO OF RESPONDENTS 77 15 8 100 PERCENTAGE 77% 15% 8% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Big bazaar Vishal mega mart 15% 8% Others retailer 77% Series1 P a g e | 46 Management Thesis – 1 | 3rd Semester .
INTERPRETATION Most of the customers are given 1st preference to Big Bazaar compare to other retailers Q No 2: From which source did you come to know about Big Bazaar outlet. from 100 respondents. 77% of them gave 1st preference to Big Bazaar 15% of them gave preference to Vishal Mega Mart and 8% were gave to other retailer .COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY ANALYSIS: From the survey. RESPONSE T .V Advertisement Hoardings News paper Buspaintings NO O RESPONDENT OF 23 34 31 12 100 PERCENTAGE 23% 34% 31% 12% 100% Total 34% 35% 30% 25% 20% 15% 10% 5% 0% 23% 31% 12% Series1 P a g e | 47 Management Thesis – 1 | 3rd Semester .
among 100 respondents..COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY ANALYSIS: From the above graph i can come to know that. Q No 3: Are you aware of promotional offers conducted by big bazaar? Response Yes No Total No of respondents 87 13 100 Percentage 87% 13% 100% 100% 90% 80% 60% 50% 40% 30% 20% 10% 0% Yes No 13% 87% Series1 P a g e | 48 Management Thesis – 1 | 3rd Semester 70% . and 12% came to know through bus painting INTERPRETATION: Hoarding is the most influencing factor which is responsible for awareness of Big Bazaar. 23% of them come to know about Big Bazaar through TV advt. 31% of them through news paper . 34% of the respondents told that through Hoardings.
Q No 4: Please choose below the factor which attracted you most at the Big Bazaar. INTERPRETATION: 87% of customers are aware of promotional activity in the big bazaar.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY ANALYSIS: Among the 100 respondents. Rates Offer Service Quality Availability of products Total No of respondents 51 9 23 17 100 percentage 51% 9% 23% 17% 100% 60% 50% 40% 30% 20% 51% 23% 17% 9% Series1 10% 0% Offer Service Quality Availability of products P a g e | 49 Management Thesis – 1 | 3rd Semester . 87% of them they are aware of promotional offers. 13% told they have told that they are not aware.
Q No 5: Which of the following factors influence in your purchase decision? Rates Offer Service Quality Effective advertisement Total No of respondents 43 11 21 25 100 percentage 43% 11% 21% 25% 100% 43% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 21% 11% Series1 P a g e | 50 Management Thesis – 1 | 3rd Semester 25% . So offer is the most influencing factor among those.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Analysis: Among 100 respondent 51% of customer they have told that they are attracted by the offers and 9% of them told that they are attracted by service and 23% of them hem told that they are attracted by quality and only 17% of them told that only for availability of products Interpretation: Most of the people attracted towards big bazaar only for the promotional of offers.
P a g e | 51 Management Thesis – 1 | 3rd Semester 40% .COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY ANALYSIS: Among 100 respondent 43 of them told that offer is responsible for their purchase decision and 9 of them told that service and 23 of them told that quality and only 25 service of them told that effective advertisement INTERPRETATION: Among those factor offer is the emerging factor which is responsible for purchase decision of buyers Q No 6: Do you think the promotional activity of Big Bazaar gives you clear Bazaar message? Response Yes No Total No of respondents 77 23 100 Percentage 77% 23% 100% 77% 80% 70% 60% 50% 23% Series1 30% 20% 10% 0% Yes No ANALYSIS: Among 100 respondent 77 of them told that the promotional activities of big bazaar gives clear message and 23 of them told that they do not understood.
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY INTEPRETATION: Most of the people highly agree that promotional activity of big bazaar gives clear activity message Q No: Will you advise anybody to visit Big Bazaar in your future shopping shopping? Response Yes No Total No of respondents 98 2 100 Percentage 98% 2% 100% 98% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes Series1 2% No ANALYSIS: Among 100 respondents 98 of them told that they will advise others to visit big bazaar in future shopping and only 2 of them told that they do not advise. P a g e | 52 Management Thesis – 1 | 3rd Semester . INTEPRETATION: Most of the respondent they would like to advise others in future shopping shopping.
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Q No: Looking at the promotions of Big Bazaar does your purchase pattern changes? Response Yes No Total No of respondents 83 17 100 Percentage 83% 17% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 83% Series1 17% 1 2 INTERPRETATION: Most of the customer believed that promotions is responsible for their purchase ed decision. . P a g e | 53 Management Thesis – 1 | 3rd Semester ANALYSIS: Among 100 respondent 83 of them told that these promotional offers changes their purchase pattern and only 17 of them told do not change.
that . P a g e | 54 Management Thesis – 1 | 3rd Semester ANALYSIS: Among 100 respondents 94 of them they are interested to buy products under unexpected offers and only 6 of them told tha they do not buy.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY Q No 9: Would you like to make your purchase under unexpected offers? ould Response Yes No Total No of respondents 94 6 100 Percentage 94% 6% 100% 94% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes Series1 6% No INTERPRETATION: Most of the customer interested to buy under unexpected offers only.
eir 17% • Among 100 respondent 94% of them told that they are interested to buy products under unexpected offers and 6% of told that they do not buy. P a g e | 55 . 23% of people told that 1st they came to know through T V advertisement and 34 of people told that through hoardings 34% 31% of them told that t % through news paper and finally 12% of them highly % the agree that through bus painting. 51% • Among the 100 respondent 51% of them told that they are attracted towards big bazaar only for the offe 9% of them told that service and 23% of them ig offers 23 told that quality and only 17 of them told that due to availability of 17% products • Among 100 respondent 43% of them agree that offers is the most emerging 43% factor influencing purchase decision and only 11% of them told that service ing 11% 21% of told that quality and finally 25% of them told that effective 25% advertisement is responsible for the purchase decision.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY SURVEY FINDINGS TABLE OF • From the sample size of 100 samples it is found that the Brand is well that positioned in the minds of customers because 77% of the respondent’s he 77% preference is Big Bazaar for their shopping. Management Thesis – 1 | 3rd Semester • Among 100 respondent 77% of them told that promotional activities of big 77% bazaar gives clear message and 23% of them told that they did not % understood. • Among 100 respondents. • Among the 100 respondents. • Among 100 respondent 98% of people interest to advise others in future shopping and only 2% of them not interest to advice. • Among 100 respondent 83 them told that promotions of big bazaar changes 83% their purchase pattern and only 17% told that does not changes. 87% of them told that they are aware of promotional activities of big bazaar .only 13 of them told that they are not ctivities 13% hat aware of promotional activity of big bazaar .
To attract more customers companies have to carry out the promotional activities in unique promotional way. that advantage goes to “BIG BAZAAR”. which provide all items less than one roof at low rates. Among them sales Promotions is one of the leading activity or unique among all other activities & all has high influence on the customer walk walk-in. It’s the main challenge to the Modern retail outlets to attract the customers towards them from that of competitors. In India. Management Thesis – 1 | 3rd Semester P a g e | 56 . It has brought about many changes in the buying habits of people. As place the competition is becoming stiff in the market the activities conducted by the company are unique. It has created formats.COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY CONCLUSION TABLE OF Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The companies are fighting to win the hearts of customer who is God said by the business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. The consumer’s preferences are changing & they are moving from Traditional changing Kirana stores to Modern Retail outlet. The promotional activity of the company. that have brought fruitful result to the company. which famous as Less Price than others as it says ‘Nobody Sells Cheaper and Better!’ is made its place in minds of customer. BIG BAZAAR has maintained that uniqueness & has succeeded in attracting customers.
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY BIBLIOGRAPHY TABLE OF • Buyer Behavior: http://buyerbehaviour.com/2008/01/big-bazaarfreedom-sale-change-in.blogspot.org "IT Happened in India" by Kishore Biyani "From Brand Vision to Brand Evaluation: The Strategic Process of Grow Growing and Strengthening Brands" by Leslie de Chernatony Kunde Model: http://www.com Marketing Management: Philip Kotler Advertising and Sales: Promotion Belch and Belch Retail Management: Bajaj and Srivastav Research Methodology: Cooper and Schindler • • • • • • • • • • P a g e | 57 Management Thesis – 1 | 3rd Semester .blogspot.net/theRedIndian/indiahttp://www.aspx?ID=325 Economic Times: www.slideshare.kunde-co.slideshare.wikipedia.kunde co.html Indian Retail Scenario: http://www.net/theRedIndian/india retail-2008-big-bazaar bazaar-scenario/ Wikipedia: www.aspx?ID=325 http://www.com/2008/01/big http://buyerbehaviour.com/Default.com/Default.economicstimes.
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