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. In India, that advantage goes to “BIG BAZAAR”. It has brought about many changes in the buying habits of people. It has created formats, which provide all items under one roof at low rates, or so it claims. In this project, we will study its marketing strategies and promotional activities. The research titled ‘A Study on the effective promotional strategy through private labels which influences customer to purchase a product of Big Bazaar’ helps us to understand the effect of promotional strategy which is responsible for attracting customer towards big bazaar This study helpful to top level management to improve the present promotional strategy of BIG BAZAAR. The report deals with the impact of promotional activity which attracting customer towards big bazaar. The research was carried out as per the steps of Marketing Research. The well supportive objectives were set for the study. To meet the objectives primary research was undertaken. The data collection approach adopted was experimental research & survey research. The instrument used for the data collection was observation & questionnaire. The target respondents were the visitors of BIG BAZAAR, with the sample size of 100 for the study of sales management of the company. Tables & charts were used to translate responses into meaningful information to get the most out of the collected data. Based on those the inferences have been drawn with peer supportive data.



Retail means selling goods and services in small quantities directly to customers. Retailing consists of all activities involved in marketing of goods and services directly to consumer for their personnel family and household use. The Indian retailing industry is becoming intensely competitive, as more and more payers are Vying for the same set of customers. The major retail players are Pantaloon Retail, Shoppers Stop, Reliance, etc., Retailing is one of the biggest sectors and it is witnessing revolution in India. The new entrant in retailing in India signifies the beginning of retail revolution. India's retail market is expected to grow tremendously in next few years. According to AT Kearney, The Windows of Opportunity shows that Retailing in India was at opening stage in 1995 and now it is in peaking stage in 2006. India's retail market is expected to grow tremendously in next few years. India shows US$330 billion retail market that is expected to grow 10% a year, with modern retailing just beginning. India ranks first in 2005. In fact, in 2005 and 2006, India is the most compelling opportunity for retailers, because now India is in peaking stage. Sector details 1. Introduction to retail industries. 2. Retail word is derived French word retailer means to cut off a piece. 3. Retailing includes all the activities involved in selling goods or services to the final customer for personnel or non-business use. 4. Supermarket is a retailing of a wide variety of consumer products under one roof, ample stock, stock of several brands & extended business hours.



Retail concept is old in India. World’s first departmental store started in Rome. Today’s kirana stores are based on Manusmriti & Kautilya’s arthshastra. Haats, Melas, Mandis & door to door salesmen are traditional Indian retail. Vishal Mega Mart is a retail sector, which is providing good quality of products in very reasonable price than its competitors. Retailing and whole selling consist of many organizations designed to bring goods and services from the point of production to the point of use. Retailing includes all the activities involved in selling goods or services directly to final consumers for their personal, non-business use. Retailers can be classified in terms of store retailers, non-store retailing, and retail organizations. Store retailers include many types, such as specialty stores, department stores, supermarkets, convenience stores, superstores, combination stores, hypermarkets, discount stores, warehouse stores, and catalog showrooms. These store forms have had different longevities and are at different stages of the retail life cycle. Depending on the wheel-of-retailing, some will go out of existence because they cannot compete on a quality, service, or price basis. Non-store retailing is growing more rapidly than store retailing. It includes direct selling (door-to-door, party selling), direct marketing, automatic vending, and buying services. Much of retailing is in the hands of large retail organizations such as corporate chains, voluntary chain and retailer cooperatives, consumer cooperatives, franchise organizations, and merchandising conglomerates. More retail chains are now sponsoring diversified retailing lines and forms instead of sticking to one form such as the department store. Retailers, like manufacturers, must prepare marketing plans that include decisions on target markets, product assortment and services, store atmosphere, pricing, promotion,



financing. Wholesalers help manufacturers deliver their products efficiently to the many retailers and industrial users across the nation. industrial distributors) and limited-service wholesalers (cash-and. Wholesalers fall into four groups. bulk-breaking. FDI in retail sector increases from US $ 3. in the face of such trends as shortening retail life cycles. Wholesalers perform many functions. product assortment and services. Wholesalers who fail to carry adequate assortments and inventory and provide satisfactory service are likely to be bypassed by manufacturers. H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 4 .1 billion in 2003 to over US $8. truck wholesalers. Miscellaneous wholesalers include agricultural assemblers. promotion. rack jobbers. risk bearing. Wholesaling includes all the activities involved in selling goods or services to those who are buying for the purpose of resale or for business use. pricing. drop shippers. Wholesalers. Agents and brokers do not take possession of the goods but are paid a commission for facilitating buying and selling. Growth rate of retail sector in India is 8-10% per annum. increasing intertype competition. and auction companies. are adapting marketing concepts and streamlining their costs of doing business. Progressive wholesalers. including selling and promoting. new retail forms. transporting. must make decisions on their target market.carry wholesalers. buying and assortment-building. Merchant wholesalers take possession of the goods and include full-service wholesalers (wholesale merchants. warehousing. Near about 12 million retail outlets are spread across India.And place. new retail technologies. Current retail market is US $ 215 billion. petroleum bulk plants and terminals. and polarity of retailing. supplying market information. too. CURRENT SCENARIO India rank first in terms of emerging market potential in retail sector. and many others. and mail-order wholesalers). producers' cooperatives. and providing management services and counselling.6 billion in 2010. on the other hand. and place. Retailers are showing strong signs of improving their professional management and their productivity. Manufacturers' and retailers' branches and offices are wholesaling operations conducted by non-wholesalers to bypass the wholesalers.

The organized sector is expected to grow faster than GDP growth in next few years driven by favorable demographic patterns. In India. Organized retail business in India is very small but has tremendous scope. changing lifestyles. Service Retailers. For example. and the expected annual growth rate is 5% per annum and remaining share is contributed by the unorganized sector. Retailing is being perceived as a beginner and as an attractive commercial business for organized business i. the organized retail sector accounts only for about 5 percent share. theses are named as mom-pop stores. And it also gives 8% Employment to the country annually. and strong income growth. which includes seven Spencer hypermarkets. three Spencer H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 5 .TYPES OF RETAILERS Retailers are broadly classified into 3 categories    Food Retailers. SECTOR DETAILS In India. hypermarkets discounted stores and specialty stores. According to A T Kearney. Spencer network has 69 stores. This organized retail sector mix includes supermarkets. In late 1990's the retail sector has witnessed a level of transformation. General Merchandise Retailers.e. The main advantage in unorganized retailing is consumer familiarity that runs from generation to generation. has very low real estate and labor costs and has low taxes to pay. It is a low cost structure. In this total market. accounting for about 10% of GDP. departmental stores. the pure retailer is starting to emerge now. the organized retailing is expected to be more than $23 billion revenue by 2010. In organized retailing will grow faster than unorganized sector and the growth speed will be responsible for its high market share. the organized retail accounts for only $8 billion of total revenue. Of this. which is expected to be $ 17 billion by 2010-11. they are mostly operated by owners. the retail business contributes around 10 percent of GDP. Unorganized retailing has been there in India for centuries. The total in 2005 stood at $225 billion. The main challenge facing the organized sector is the competition from unorganized sector. the most of the retail sector is unorganized.

These key factors have been the growth drivers of the organized retail sector in India which now boast of retailing almost all the H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 6 . nuclear families in urban areas. within next five years. Now the company is planning to open 20 stores in 10 cities in six months. The top 10 retailers account only for 2% of total market. The retail sales in India for future are shown below (data from 2005-2008 is based on estimates) The trend in the Industry 1. along with increasing workingwomen population and emerging opportunities in the services sector. In India. Falling real estate prices 3. which has major players and these players might capture 10% of total market. today modern retailing is expected to enter a boom phase. hefty pay packets.super markets and 49 Spencer Daily’s. Low share of organized retailing 2. Increase in disposable income and customer aspiration Increase in expenditure for luxury items (CHART) Another credible factor in the prospects of the retail sector in India is the increase in the young working population.

With the government intervention the retail industry in India took a new shape. Khadims. H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 7 . Electronics. The other important participants in the Indian Retail sector are Bata. Cooperative stores and Khadi stores were set up. Cafe Coffee Day. Home & Office Products. Pantaloons.Apparel & Accessories. shopping malls and departmental stores. Appliances.  Hyper city  D Mart  Big bazar  Spencer’s. With this the retail sector in India is witnessing rejuvenation as traditional markets make way for new formats such as departmental stores. Such companies are basically IT based.preferences of life . Big Bazaar. These retail Stores demanded low investments for its establishment. Archies. to name a few. Existing competition  Reliance fresh. The maturity of the retail sector took place with the establishment of retail stores in the locality for convenience. The untapped scope of retailing has attracted superstores like Wal-Mart into India. waiting for the boom to take place. These stores were highly unorganized. leaving behind the kiranas that served us for years. Travel and Leisure and many more. Mela’s or in the weekly markets. Crossword. Outlets for Public Distribution System. landmark. supermarkets and specialty stores. Hyper or Super markets. International Brand Outlets. EVOLUTION OF INDIAN RETAIL INDUSTRY Indian Retail Industry is standing at its point of inflexion. hypermarkets. The inception of the retail industry dates back to times where retail stores were found in the village fairs. Cosmetics and Toiletries.

rising incomes.RETAILING IN INDIA: A FORECAST Future of organized retail in India looks bright. India may have 600 new shopping centers. It is expected that by 2016 modern retail industry in India will be worth US$ 175. as a result a great demand for real estate is being created. Industry of retail in India which have become modern can be seen from the fact that there are multi. and favorable demographic patterns. Indian retailers preferred means of expansion is to expand to other regions and to increase the number of their outlets in a city. huge shopping centers. and a steep rise in rural consumption. A further increase of 7-8% is expected in the industry of retail in India by growth in consumerism in urban areas.5 billion. and sprawling complexes which offer food. It has further been predicted that the retailing industry in India will amount to US$ 21. It is expected that by 2010. India retail industry is expanding itself most aggressively. INDIA: A Hot Spot India retail industry is the largest industry in India. It will capture a share of 10% of the total retailing by the end of 2011. Retail industry in India is expected to rise 25% yearly being driven by strong income growth.stored malls. India retail industry is one of the fastest growing industries with revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. According to recent researches it is projected to grow at a rate of about 37% in 2007 and at a rate of 42% in 2008. changing lifestyles. with an employment of around 8% and contributing to over 10% of the country's GDP. and entertainment all under the same roof.200 billion. shopping.5 billion by 2010 from the current size of US$ 7. H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 8 . Shopping in India has witnessed a revolution with the change in the consumer buying behavior and the whole format of shopping also altering.

Shift in consumer demand to foreign brands like McDonalds. Reach of satellite T. Advent of dual income families also helps in the growth of retail sector. etc. and this will increase to 55% by 2015.branded items. Growth drivers in India for retail sector  Rising incomes and improvements in infrastructure are enlarging consumer markets and accelerating the convergence of consumer tastes. As the contemporary retail sector in India is reflected in sprawling shopping centers. Panasonic.In the Indian retailing industry. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food. the concept of shopping has altered in terms of format and consumer buying behavior.malls and huge complexes offer shopping. About 47% of India's population is under the age of 20. which is technology-savvy. H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 9 . watch more than 50 TV satellite channels. This has also contributed to large-scale investments in the real estate sector with major national and global players investing in developing the infrastructure and construction of the retailing business.   Availability of quality real estate and mall management practices Foreign companies' attraction to India is the billion-plus population. and display the highest propensity to spend. This young population. will immensely contribute to the growth of the retail sector in the country.V.   Channels are helping in creating awareness about global products for local markets. food is the most dominating sector and is growing at a rate of 9% annually. entertainment and food all under one roof. ushering in a revolution in shopping in India. multiplex. Since at present 60% of the Indian grocery basket consists of non. Consumer preference for shopping in new environs influences of The Internet revolution is making the Indian consumer more accessible to the growing domestic and foreign retail chains. Sony.      Liberalization of the Indian economy Increase in spending Per capital Income.

Shoe Factory (footwear) and Blue Sky (fashion accessories). The company registered a turnover of Rest 2. the company operates through 5 million square feet of retail space. convenience and hygiene. Food Bazaar. Pantaloon Industries Ltd. Headquartered in Mumbai (Bombay). Pantaloons in Kolkata. is India's leading retail company with presence across multiple lines of businesses. The group also has joint venture companies with a number of partners including French retailer Etam group. The group's subsidiary companies include. It has recently launched its retailing venture. Depot (books.com. Galaxy Entertainment and Indus League Clothing. it launched Big Bazaar. Planet Retail. Lee Cooper. a hypermarket chain that combines the look and feel of Indian bazaars.000 people. The company owns and manages multiple retail formats that cater to a wide cross-section of the Indian society and is able to capture almost the entire consumption basket of the Indian consumer. Some of its other formats include. futurebazaar. Fashion Station. has over 331 stores across 40 cities in India and employs over 17. Pantaloon Retail was selected as the Best of Best Retailers in Asia by Retail Asia-Pacific Top 500 magazine in 2006.018 crores for financial year ended 2007-08. followed this. with aspects of modern retail. Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain. Next and Guess in India. Home Solutions Retail India Ltd. Depot and many others. food and grocery chain and launch Central. Jaywalker’s. EZone.COMPANY PROFILE Pantaloon Retail (India) Limited. Manipal Healthcare. a group company owns the franchisee of international brands like Marks & Spencer. Gini & Jony and Liberty Shoes. Pantaloon Retail is listed on BSE and NSE with a turnover of Rs 2. like choice. Food Bazaar. In 2001. Collection i (home improvement products). E-Zone (consumer electronics). music. Big Bazaar. a first of its kind seamless mall located in the heart of major Indian cities. Central.019 crore for FY 2007-08 It owns and operates multiple retail formats including Pantaloons. All (fashion apparel for plus-size individuals). Future Group H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 10 . gifts and stationary). Debenhams.

Future Space (management of retail real estate). Mumbai. 'Indian’s' and its corporate credo is Rewrite rules. Lucknow. owned by the Pantaloon Group. Future Capital (financial products and services). Asansol. Indore. "Deliver Everything. The idea was pioneered by entrepreneur Kishore Biyani. Allahabad. our ability to learn. beauty. Future encourages us to explore areas yet unexplored. Future Group Manifesto “Future” – the word which signifies optimism. Retain values. Coimbatore. To strive for a glorious future brings to us our strength. Cities where stores are located are : Agra. Rajkot. It manages two real estate investment funds (Horizon and Kshitij) and consumer-related private equity fund. Ghaziabad. Panipat. Ahmadabad. focuses on asset management and consumer finance. Hyderabad. Mangalore. growth. Kanpur. the head of Pantaloon Retail India Ltd. unlearn and re-learn. write rules yet unwritten. which is positioned to cater to the entire Indian consumption space. Chennai. Future Brands (management of all brands owned or managed by group companies). Future Group's vision is to. achievement. Gurgaon. Big Bazaar is a chain of shopping malls in India currently with 29 outlets. rewards and perfection. Every time to Every Indian Consumer in the most profitable manner. Bangalore. Nagpur. Surat. Durgapur. our ability to evolve." One of the core values at Future Group is. strength. Kolkata. The Future Group operates through six verticals: Future Retail (encompassing all retail businesses). H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 11 . It also plans to get into insurance. Vishakhapatnam. Pune. consumer credit and other consumer-related financial products and services in the near future. create new opportunities and new successes.Pantaloon Retail is the flagship enterprise of the Future Group. Delhi. Indecision. Thane. Everywhere. Future Capital Holdings. Thiruvananthapuram. It works on same the economy model as Wal-Mart and has had considerable success in many Indian cities and small towns. Ambala. Nasik. Palakkad. Future Logistics (management of supply chain and distribution) and Future Media (development and management of retail media). Bhubaneswar. the group's financial arm.

Big Bazaar is not just another hypermarket. it has opened the doors into the world of fashion and general merchandise including home furnishings. Big Bazaar plans to add much more to complete customers shopping experience. customer will definitely get the best products at the best prices -. At Big Bazaar.that’s what Big Bazaar guarantee. crockery. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 12 . And this is just the beginning. utensils. sports goods and much more at prices that will surprise customer. cutlery. It caters to every need of customer’s family. With the ever increasing array of private labels.

As this store is big enough with 2 levels and 21 departments has long product range and product depth. Mumbai. 1800223050. Kandivali (e). There are 21 departments in this store and 120 Human Resource employed.Store study Big Bazar 101 Growel plaza. Off Western Express Highway. Ones a customer get inside the store they will find all kinds of products available that may be Food item. Cosmetic. H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 13 . 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. 18002002255. Ph: +912267593600. Akurli Road. 400101. Garments. Furniture etc. Electronic. This store is of 2 flour and divided into 2 levels based on the nature of products.

Team members work under coordination & cooperation. Each department has a department Manager & Assist DM. Process: In case any theft is done in big bazaar they will catch the person & they will fine him and they will fill one form that he had done the mistake & they will take all 10 fingers thumb impression. Soft tag 3. Each department will be assigned with targets. Depot dept. If any person will take that without paying bill some process will be taken by the LPC. Furniture Dept. They are also responsible for the placing orders of the goods incase of shortage here they have to send indent specifying the amount of products needed at the store. Hard tag 2. Their job is concerned mainly with sales. which have to be achieved within the assigned period that may be of Daily. String tag These tags will be attached to the materials. monthly and yearly. They have to report periodically the performance of the department to the store manager. Men’s Dept. All Dept managers ADM. Weekly. Star sitar Dept. NBD dept. House Keeping.SECURITY MEASURES They have loss prevention cell (LPC) that will be looking after the safety measures in the organizations. Footwear Dept. and Home Décor Dept. Mobile Bazaar Dept. regarding their targets etc. PUC Dept. Store manager has to control all the activities within the store. They have 3 types of tags 1. He has to communicate all the departmental managers and assistance departmental managers regarding any new offers. Departmental Managers There are 24 departments in this store like Electronic dept. Administration Store administration comes under Store Manager its functions are store maintenance. Security etc. Ladies Dept. Sore manager has to see the operation at the store is being H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 14 . They look after customer’s orders delivery post sale service if any etc.

The sales amount collected throughout the day by the cashier’s has to be submitted to this department. Induction. The basic function of this dept is it divides the store into several departments based on the nature of the product and within the department it decides how the products should be arranged by keeping in mind the customer should not suffer. It acts to organize the manpower and work to increase productivity of the employees. Performance appraisal of the employees. which is mainly focuses on customer service like if the customer find difficulty in finding any product. H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 15 . Hiring. Cashing Dept This department is responsible for the collection of sales amount i. Marketing This dept is responsible for the marketing of the store in different media like Television. Human Resource Human Resource basically works for the welfare of the employees. If there is any problem with the machine then this department comes into function. Customer assistance etc.e. Credit sales. Newspaper. Training and development. Customer complaints any replacement. the authorized person has to visit different companies and has to look after for tieups etc. cash sales.performed in coordination and cooperation he has to communicate with the corporate office regarding any changes being applied at the store. etc under this department all billing machines of the stores comes. Human Resource studies and involves in inter life cycle of the employee from his joining the organization to till his end from the organization. and Holdings etc. CSD (Customer Service Desk) This is the separate unit. Information Technology This department is responsible for the maintenance of the systems of the stores. All billing machines their functioning networking with the master machine etc. The executives arranges rally’s Visual Merchandise This department is responsible for the product arrangement at the store with respect to their nature. Basically Human Resource performs the functions of Recruitment.

The importance can be understood by the fact that the logistics management cost component in India is as high as 7% -10% against the global average of 4% . vehicles transferring products back and forth. The supply chain management is logistics aspect of a value delivery chain.Even supply chain and logistics firms like Hong Kong based Heng Tai Consumables and ABS Procurement Co and ACM China (the greenhouse specialist) is also eying the opportunity for managing the supplies. Here. transportation. Logistics regards order processing and fulfilment.Importance of Supply Chain and Logistics Management One of the most important challenge in organized retail in India is faced by poor supply chain and logistics management. the logistics market for organised retail is pegged at $50 million and is growing at 16%. Wholesalers. In India. H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 16 . Efficient logistics management not only prevents needless movement of goods. effective and cost efficient manner possible. It oversees inventory management decisions as items travel through a retail supply chain. but also frees up storage space for more productive use. warehousing. Logistics and Supply Chain enables an organized retailer to move or store products more effectively. Therefore. If a logistics system works well. logistics is the total process of planning. Order Fulfilment House etc. including potential levies for delays in shipment. hold down inventories and improve customer service – all at the same time. It comprises all of the parties that participate in the retail logistics process: Manufacturers. implementing and coordinating the physical movement of merchandise from manufacturer to retailer to customer in the timeliest. customer service and inventory management as interdependent functions in the value delivery chain.5% of the total retail price. Third Party Specialists like Shippers. It is expected to reach $120-$130 million by 2010. the margins in the retail sector can be improved by 3% . Retail analysts say on-time order replenishments will become even more critical once the Wal-Mart/ Bharti combine begins operations . Organised retail on the other hand is growing at 400% and is expected to reach around $30 billion by 2010. with demand for end-to-end logistics solutions far outstripping supply.the American retailer works almost entirely on cross-docking and is likely to demand higher service levels.5% by just improving the supply chain and logistics management. and the Retailer. the retail firm reduces stock outs.

to reach a targeted turnover of about Rs. while in a modern retail store like Hyper city. to be able to pass on the benefits of scales. the company is now looking to offer its services to its 1000-odd vendors. it's nine days and it's under two weeks for Food Bazaar. Staples and UK-based Lee Cooper and India-based Talwalkar's. The group is also keen to ensure that its smaller vendors are able to reach turnovers of around US$1 million and a growth rate of 40% annually. Food Bazaar. like Wal-Mart. Future Logistics (management of supply chain and distribution) and Future Media (development and management of retail media spaces). Future Group Future Group is the country's leading retail business group that caters to the entire Indian consumption space.The thrust at present will H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 17 . Blue Foods and Liberty Shoes. Future Capital (financial products and services). generally in the traditional kirana stores. EZone.futurebazaar. Central. Going further in this direction. Future Group is working on the vendor network as well as the logistics network. we find that a lot can be improved by maintaining the supply chain and logistics. Pantaloons. three weeks inventories are kept.The efficiency and effectiveness of supply chain and logistics management can also be understood by the fact that m modern retail stores maintain lower inventories than traditional retail. Some of its leading retail formats include.200 vendors online. Pantaloon Retail (India) Limited operates over 5 million square feet through 450 stores in 40 cities. it is beneficial for both the manufacturer as well as the retailer. If we go through the following food supply chain in India. However. Generali. Depot. to achieve economies of scale. www. The group's flagship company.com. In India. Future Space (management of retail real estate). Home Town.700 crore by 2010. US-based stationary products retailer. Now. the Future Group has also launched Future Logistics initially aimed at handling the supply chain logistics of the group. The group's joint venture partners include Italian insurance major. each with turnovers of US$45 million. Health & Beauty Malls and online retail format. spread across consumer related goods. French retailer ETAM group. Big Bazaar. Future Brands (all brands owned or managed by group companies). sensing immense opportunity in this area. The company has identified up to 40 anchor vendors. The company is also working towards bringing its 1. It operates through six verticals: Future Retail (encompassing all lines of retail business).

better customization of logistic and supply chain related needs. at a later stage. all the existing MDCs. This reduces wastage and can lead to significant cost savings. avoiding the exploitative supplier – buyer transactional philosophy. thereby facilitating standardization. with new concepts and lines of business being included during the year. The company had one MDC and 16 RDCs and DCs The company has also appointed leading international and domestic players in the warehouse infrastructure and technology front. sea and air modes might also be considered as per the requirement. However. as well as optimum operational efficiencies.be on modes of surface transport like roads and rail only. said sources. With more than 170000 products. On the technology front. In India. The existing supply chain design consists of a Master Distribution Centre (MDC) and city warehouses upgraded to Regional Distribution Centers (RDCs) and additional Distribution Centers (DCs). Company’s supply chain was split into the broad categories of fashion. RDCs and DCs are live on SAP. Further. real time data management and reporting. leading to a more focused approach to businesses. improved service levels. as well as strategic alliances with other companies. the process of gradually integrating them have either been completed or close to completion. Future group derives significant economies of scale in managing their supply chain. the company maintains a strong supplier relationship in a partnership mode. The IT enabled back-end operations and supply chain management increases the reliability and efficiency of the business. and finally deliverables. food and general merchandise. The company also introduced the concept of reverse logistics that looks at setting up a process to transfer finished goods from the consumption point to the point of origin. H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 18 .

Many consumers now seriously consider private labels as acceptable alternatives to national brands.PRIVATE LABEL Private label describes products manufactured for sale under a specific retailer‘s brand. while beneficial to retailers and consumers. private labels have become increasingly more accepted by the public as quality has increased and retailers have expanded their offerings of private label goods. Impact of Private Label Brand Loyalty National brands are sold all over. Retailers can capitalize on this shift in public perception by offering quality private label products. private labels have overcome this reputation and achieved significant growth in recent years. For retailers. The cost difference is usually large enough that retailers can offer customers lower prices while still making higher profit H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 19 . margins on private label goods are an average of 10% higher than those on similar branded products. This can give retailers a significant advantage over competitors. Private labels offer several benefits to both retailers and customers. Department stores. though this is just one example of many. They are often designed to compete against branded products. Though they used to be seen as knock-offs of "name brands". This combination. Because private labels are unique to one retail chain. and office supply retailers all offer private label products or services. which are often significantly less than those of national brands. can put substantial pressure on the manufacturers of branded goods. offering customers a cheaper alternative to national brands. due to the lack of advertising and marketing expenses. Customers benefit from private labels' lower prices. so there's no real sense of brand loyalty in terms of where consumers buy them. who have to compete against their own customers (the retailers) for market share. there is the possibility for retailers to cultivate a sense of brand loyalty. driving the segment's rising popularity. The most commonly known private label goods are the “store brands” sold by food retailers. As such. retailers are able to purchase private label goods for much less than they would have to pay for comparable branded products. electronics stores. which can foster a feeling of brand loyalty. Lower Prices/Higher Margins Private label goods are generally much cheaper to produce than branded goods. Though the public generally used to see them as low-cost imitations of branded products.

khari. with retailers not only becoming less dependent on manufacturers for product offerings but actually making manufacturers dependent on them for sales volume. Not surprisingly. toast. Big Bazaar already sells noodles. There are two reasons for launching the product. marketing their private label products as alternatives to national brands. Lower prices can be enticing to customers and increase a stop on a product's way from the manufacturer to the consumer. vermicelli. has come out with a breakfast cereal range under its private label. jams. PepsiCo has already entered with its bestseller brand. Tasty Treat is growing at about 70 per cent. too has joined the bandwagon. “One is that private brands give us far higher margins. Tasty Treat. especially the urban middle class. chocolate-flavoured Choco Gols and honey-flavoured Honey Circles.234 crore. ketchup and fruit beverages under the brand. While the packaged food market is valued at Rs 33. papads. pasta. Pantaloon Retail. Some other multinational players have also shown keen interest in this market. soups. This has resulted in a growing shift in the balance of power between retailers and manufacturers.” The market for breakfast cereals is still small. promoted by Kishore Biyani. This perhaps has given Big Bazaar the confidence to try its luck in breakfast cereals as well. Kelloggs monopolises the market for breakfast cereals with its range of flakes. Devendra Chawla. Big Bazaar is H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 20 . pickles. Private label product at Big Bazaar Big Bazaar. has boycotted Kelloggs at all its retail formats for turning down its demand for higher margins.margins themselves. In spite of the presence of a large number of players in the branded packaged food segment. It has now added breakfast cereals to the range. carbonated drinks. says Pantaloon Retail’s head of private brands. the organised breakfast cereal market is just Rs 250 crore — less than one per cent. the hypermarket of Pantaloon Retail. The breakfast cereals will be available in three variants — plain cornflakes. Quaker Oates. Retailers are now becoming increasingly established as brands themselves. and the second is that cornflakes as a category is under-penetrated and has a lot of scope to grow. given the growing health consciousness in the country. namkeens. In a recent development. which has a hugely strong bond with households because of its Complan health drinks. chips. But the market is growing fast. Heinz India.

pushing its own brand of cornflakes now. the brand will provide 10 to 15 per cent value when compared to rivals. According to Chawla. As an introductory offer. This is not the first time Big Bazaar is doing this.” says Chawla. “We have the option of pricing it lower as we don’t have to pay intermediaries and can pass on that advantage to consumers. A while back Cadburys and PepsiCo owned snack food brand Frito Lay had to bear the brunt. the cornflakes brand will be priced at Rs 99 along with a free bowl worth Rs 60. H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 21 .

H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 22 .OBJECTIVE OF THE PROJECT   To know the consumers perception and attitude toward private label of Big Bazar. To know the relationship between promotional strategy and buying decision.

books. Feedback for the display has been taken by asking questions & observation has also done to gather primary information. There is also a use of secondary data. collected from the various journals. Well-structured questionnaires were prepared & the survey was undertaken.e.Data Collections Methods Market research requires two types of data i. Primary data has been used abundantly for the study. and websites & from company managers. Primary data Secondary data Field Survey Big Bazaar records Text Books and journals Company Websites Area of research: Research approach: Kandivali (Mumbai) Survey method H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 23 . secondary data and primary data.

Sampling Method 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. Sampling Sample size Sampling Method Sample Unit Measuring Tool : 100 respondents : Random Convenience sampling : Customer of Big bazaar : Questionnaire H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 24 .

ANALYSIS AND FINDINGS Q No 1: Which store first comes to your mind when you think of purchasing a product? Ans:     Big Bazar D Mart Reliance fresh other outlets 70 60 50 40 30 20 10 0 Big Bazar D Mart Reliance fresh other outlets ANALYSIS: From the survey. from 100 respondents. 61% of them gave 1st preference to Big Bazaar 15% of them gave preference to D Mart 19% were gave to Reliance Fresh and only 5% gave to other retailer . Most of the customers are given 1st preference to Big Bazaar compare to other retailers H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 25 .

Ans:     T .V Advertisement Hoardings News paper Bus paintings ANALYSIS: From the above graph i can come to know that. 31% of them through news paper . H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 26 . 23% of them come to know about Big Bazaar through TV advt. among 100 respondents.2) From which source did you come to know about Big Bazaar outlet.V Advertisement Hoardings News paper Buspaintings 40 35 30 25 20 15 10 5 0 T . and 12% came to know through bus painting Hoarding is the most influencing factor which is responsible for awareness of Big Bazaar.. 34% of the respondents told that through Hoardings.

H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 27 . 13% told they have told that they are not aware. 87% of customers are aware about private labels of the big bazaar. 87% of them they are aware of promotional offers.3) Are you aware about private labels of big bazaar? Ans:   Yes No 100 90 80 70 60 50 40 30 20 10 0 Yes No ANALYSIS: Among the 100 respondents.

4) Please choose below the factor which attracted you most at the Big Bazaar. So offer is the most influencing factor among those. Ans:     Offer Service Quality Availability of products 60 50 40 30 20 10 0 Offer( PL) Service Quality Availability of products 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 told that they are attracted by quality and only 17% of them told that only for availability of products Most of the people attracted towards big bazaar only from the Private Labels. H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 28 .

Most of the customer believed that promotions is responsible for their purchase decision H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 29 .5) Looking at the private labels of Big Bazaar does your purchase pattern changes? Ans:   Yes No 90 80 70 60 50 40 30 20 10 0 Yes No ANALYSIS: Among 100 respondent 83 of them told that these private labels concept changes their purchase pattern and only 17 of them told do not change.

  Among the 100 respondents.only 13% of them told that they are not aware of Private Labels of big bazaar . 87% of them told that they are aware about Private Labels of big bazaar .SURVEY FINDINGS  From the sample size of 100 samples it is found that the Brand is well positioned in the minds of customers because 77% of the respondent’s preference is Big Bazaar for their shopping. 23% of people told that 1st they came to know through T V advertisement and 34% of people told that through hoardings 31% of them told that through news paper and finally 12% of them highly agree that through bus painting.  Among 100 respondents. Among the 100 respondent 51% of them told that they are attracted towards big bazaar only for the offers ie: Private Labels 9% of them told that service and 23% of them told that quality and only 17% of them told that due to availability of products. H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 30 .

H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 31 . because offer is the most influencing factor which is responsible for customer purchase decision.   And they also concentrate on T V advertisement they should show ads and promotional offers in a regular interval in two languages like Hindi English.Recommendations  Big bazaar should keep offers in regular intervals so that there should not be a long term gap. Hoarding should be placed uncovered area.

It has brought about many changes in the buying habits of people. To attract more customers companies have to carry out the promotional activities in unique way. It has created formats. that have brought fruitful result to the company. The companies are fighting to win the hearts of customer who is God said by the business tycoons. The consumer’s preferences are changing & they are moving from Traditional Kirana stores to Modern Retail outlet. 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. H K INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH 32 . The private label concept of the company. Among them sales Promotions is one of the leading activity or unique among all other activities & has high influence on the customer walk-in.CONCLUSION Indian retail sector is witnessing one of the most hectic Marketing activities of all times. It’s the main challenge to the Modern retail outlets to attract the customers towards them from that of competitors. As the competition is becoming stiff in the market the activities conducted by the company are unique. which provide all items less than one roof at low rates. In India. that advantage goes to “BIG BAZAAR”. There is always a ‘first mover advantage’ in an upcoming sector.

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