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“EFFECTIVENESS OF RETAILING MIX IN BIG BAZAAR "
Unde r the supervision of : MR.SOBHAN BANERJEE HR-HEAD Big Bazaar, Ranchi Submitted By: Shiv Mohan Singh PGRM/02/42 SMS, Varanasi In partial fulfillment of the requirement of POST GRADUATE DIPLOMA IN RETAIL MANAGEMENT course Session :2008-10
School of Management Sciences
I hereby declare that the information presented here is true to the best of my knowledge. Also, the report has not been published any where else.
SHIV MOHAN SINGH
PGDM is the one of the most reputed professional coures in the field of Retail Management.It include theory as well as its practical application.Summer Training is an integral part of PGDM-retail programme, for sucessful completion of this programme require two
months summer training in retail organisation. So after completion of second semester each student at School of Management Sciences,Varanasi need to under go two months training in an organisation. This training serves the purposes of acquainting the student with environment of an organisation in which student have to work hard in future .Only theoretical knowledge is not enough but its practical application is also required to be learned. I was fortunate enough to have an opportunity of doing summer training at BIGBAZAAR,RANCHI. Every trainee was required to prepare a report of his working in the organisation. I was assigned a project on “EFFECTIVENESS OF RETAILING MIX IN BIGBAZAAR.” In this report,all the important findings of the project are included ,over and above an overall profile of the company(PANTALOON) is also given.It is hoped that this report will make the readers familiar with the store and also give the idea about the product and services offered by the company.
The project of this magnitude would not have been completed singly.
Firstly I want to give my hearty thanks to all mighty who made the world and me also. There are many other people without whom the completion of the project would not have been possible. Some have contributed towards this directly while other have provided indirectly. It gives me immense pleasure to thank Mr.Swapline Dutta.(Store Manager) and Mr. Sobhan Banerjee (HR) for providing me summer training in his reputed organization and giving me a chance to have the experience of actual retail operations. I am indebted to Mr.Bishnath jha (Department Manager)of BIG BAZAAR for his guidance and cooperation in completing this project. Last but not the least I would like to convey my heartiest gratitude to all Members of BIG BAZAAR who helped a lot during my summer training. SHIV MOHAN SINGH
TABLE OF CONTENTS
TABLE OF CONTENTS
S.NO. Contents Page no 1 COMPANY PROFILE 9-25 2 Group vision, mission and values 26-27 3 Organization Structure 28-29 4 Management style 30 5 Strategy 30 6 Department and Products 31-32 7 Introduction 33-40 8 Research Objective 41-42 9 Research methodology 43 10 Analysis and Interpretation 44-61 11 Findings 62-63
blends the look. selling home furniture products and E-Zone focused on catering to the consumer electronics segment.000 people.com. Blue Sky. the company operates over 10 million square feet of retail space. a centre of learning & development. Depot. The company‟s leading formats include Pantaloons. Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the USbased National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. We believe that knowledge is the only weapon at our disposal and our quest for it is focused. futurebazaar. has over 1000 stores across 61 cities in India and employs over 30.12 Recommendations 64-65 13 Limitations 66-67 14 Bibliography 68-69 15 Annexure 70-72 16 Location 73-74 17 Competitors 75 COMPANY PROFILE Company profile Pantaloon Retail (India) Limited. Shoe Factory. Some of its other formats include. aLL. Big Bazaar. a large-format home solutions store. a chain of fashion outlets. a supermarket chain. Top 10. Brand Factory. a chain of seamless destination malls. systematic and unwavering. A subsidiary company. Headquartered in Mumbai (Bombay). convenience and quality and Central.it is an institution. Home Solutions Retail (India) Limited. operates Home Town. Pantaloon Retail is the flagship company of Future Group. Collection i. a business group catering to the entire Indian consumption space. a uniquely Indian hypermarket chain. Pantaloon is not just an organization . Food Bazaar. is India‟s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. touch and feel of Indian bazaars with aspects of modern retail like choice. mBazaar and Star and Sitara. . The company also operates an online portal. Fashion Station.
the company integrated backwards into garment manufacturing even as it expanded its retail presence at the front end. asset management. The number of stores is going to increase many folds year on year along with the new formats coming up. but never a dull moment! Future Group Future Group is one of the country‟s leading business groups present in retail. Embracing our leadership value. which was launched in July 2002 in Mumbai. A number of its pioneering concepts have now emerged as industry standards. Our courage to dream and to turn our dreams into reality – that change people‟s lives.000 people. For instance. Over the years. Our corporate doctrine „Rewrite Rules. the company launched aLL in July 2005 in Mumbai. well before any other Indian retail company attempted this. a large discount store that it commissioned in Kolkata in October 2001. we take pride in challenging conventions and thinking out of the box. The company was the first to launch a hypermarket in India with Big Bazaar. and it is this passion that makes our dreams a reality. Future Group is present in .At Pantaloon. making us the first retailer in India to open a fashion store for plus size men and women. in travelling on the road less traveled. The group‟s flagship company. insurance. consumer finance. Pantaloon Retail (India) Limited operates over 10 million square feet of retail space.000 stores and employs over 30. retail spaces and logistics.Come enter a world where we promise you good days and bad days. a unique 'bazaar' within a hypermarket. Pantaloon is an invitation to join a place where there are no boundaries to what you can achieve. It was the first to introduce the concept of the retail departmental store for the entire family through Pantaloons in 1997. It means never having to stop asking questions. It is an opportunity to take risks. The way we work is distinctly "Pantaloon". has over 1. is our biggest advantage. Today we are the fastest growing retail company in India. the company has accelerated growth through its ability to lead change. And the company introduced the country to the Food Bazaar. it means never having to stop raising the bar. retail media. Retain Values‟ is derived from this spirit.
French retailer ETAM group. 1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across the nation. The group‟s joint venture partners include Italian insurance major. Mr. Brew Bar and Bowling Co. Central.India’s first seamless mall is launched in Bangalore.the popular fashion chain is launched aLL – ‘a little larger’ . ‘Is se sasta aur accha kahi nahin’ . Everywhere. 2001 Big Bazaar.India’s first hypermarket chain launched. eZone.Future Group‟s vision is to. Future Money and online retail format. US-based stationary products retailer. the supermarket chain is launched. Celebrate In The Heart Of Our City’ . 1991 Launch of BARE. the group‟s financial arm. Kishore Biyani Managing Director (FUTURE GROUP) Major Milestones 1987 Company incorporated as Manz Wear Private Limited. India’s first formal trouser brand. Retain values. Plans forays into insurance and consumer credit. Depot. Eat. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. “deliver Everything. futurebazaar. Launch of Pantaloons trouser. 1997 Pantaloons – India’s family store launched in Kolkata.exclusive stores for plus-size individuals is launched 2006 Future Capital Holdings.com. Food Bazaar. The company starts the distribution of branded garments through multi-brand retail outlets across the nation.” The group considers „Indian-ness‟ as a core value and its corporate credo is. 2005 Fashion Station . focuses on asset management and consumer credit. 1995 John Miller – Formal shirt brand launched. Future Capital Holdings. Pantaloons. Blue Foods and Liberty Shoes.Rewrite rules. 2002 Food Bazaar. 2004 Central – ‘Shop. Future Generali India Indus League Clothing and Galaxy Entertainment that manages Sports Bar. . Big Bazaar. Future Group companies includes. the company’s financial arm launches real estate funds Kshitij and Horizon and private equity fund Indivision. Staples Inc and UK-based Lee Cooper and India-based Talwalkar‟s. Generali. Home Town.61 cities and 65 rural locations in India. Every time to Every Indian Consumer in the most profitable manner. Some of its leading retail formats include. the Indian jeans brand. Future Capital Holdings. 1992 Initial public offer (IPO) was made in the month of May.
making a difference to Customers‟ lives is a Passion and performance is the key that makes it possible. Out of the Box thinking has become a way of life at Pantaloon and living with the change. but create it. Leadership is a value that is followed by one and all at Pantaloon. on par with international standards. stretching to reach the next challenge. Powered by the desire to create path-breaking practices and held together by values. Our culture At Pantaloon. the company‟s retail businesses discovered new categories across formats. We do not predict the future. Shoe Factory. In our world. Leadership is the quality that motivates us to never stop learning. Young in spirit. We have been able . At Pantaloon you will work with some of the brightest people from different spheres of industry.com are launched across the nation. knowing that we will be rewarded along the way. Pantaloon has taken initiatives to launch many retail formats that have come headed for serve as a benchmark in the industry. In the quest of creating an Indian model of retailing. new sets of consumers and fresher and contemporary merchandise. Empowerment is what you acquire and Freedom at Work is what you get. our skilled & qualified professionals work in an environment where change is the only constant. Group enters into joint venture agreements with ETAM Group and Generali. EZone. the grooming to play a larger role in the future. New discoveries in retai l In the financial year 2006-07. We believe our most valuable assets are our People. At Pantaloon you will get an opportunity to handle multiple responsibilities.Multiple retail formats including Collection i. Depot and futurebazaar. a habit. Believing in leadership has given us the optimism to change and be successful at it. adventurous in action. and therein. work in this people intensive industry is driven by softer issues. We believe it‟s a place where you can live your dreams and pursue a career that reflects your skills and passions. Furniture Bazaar. with an average age of 27 years. Work is a unique mix of preserving our core Indian values and yet providing customers with a service.
Strategic alliances have also been forged with established domestic and international brands. the most significant development was the internal realignment the company undertook within each of its retail businesses. Coimbatore. thereby ensuring that the sourcing benefits are made available to the front . discovering fresh fashion . Haldia. Kanpur.end measures are appropriately taken care of and the right kind of merchandise reaches the stores in the best possible time. Augmenting the retail front-end team. In addition.2 million square feet at the end of 2006-07. At the same time. Indore. The emphasis will be on the next discoveries to be made in the retail space that will lead to expansion. in general merchandise and in the consumer durables and electronics categories. The company has also undertaken significant private label initiatives in food.end team. and vendor rationalization. Thus. there will be an increased focus on micro detailing aspects including process. the company reviewed its business operations and adopted a more focused approach by creating an integrated support unit or Line of Business. product and operational efficiencies thereby contributing positively to the company‟s bottom-line. This expansion mode was characterized by a twopronged approach. Palakkad. By dominating the cities the company was already present in and by bringing the benefits of modern retail to towns and cities like Mangalore. these units ensure that back . Agra. Surat. margin improvement. fashion and general merchandise. Line of Business (LoB) units have been created in the three most critical businesses – food. Formed during the second half of 2006-07 these business units focus on introducing optimum operational efficiencies. concerted expansion plans saw retail space increase to over 5. These teams focus on product consolidation and suitability. However. Jaipur and Panipat.to offer more in the established businesses and gain favourable acceptance with new concepts.The company‟s efforts over the next couple of years would entail a combination of expansion and process upgradation and implementation. at the right price. To embark on a more detailed approach towards value creation and increasing efficiency.
The increasing success of the store brand is evident from the fact that the store‟s loyalty programme. discovering more value In 2006-2007. The private label apparel share during the year was in excess of 70 percent. Spread across 85.50 million square feet of retail space and an addition of about 15 stores. we have launched our largest Pantaloons store in Kankurgachi in Kolkata. additional categories and retail formats. The year 2007-08 will witness considerable focus in the North and East regions.It was the first Pantaloons store in Kolkata that set off a chain of discoveries that have led us to where we are today. Pantaloons will see a significant expansion during the coming year with an increase of nearly 0. Cities like Ranchi.000 square feet. Delhi and the NCR area along with Punjab. In 8 cities. Pantaloons will look at dominating cities where it has a first entrant advantage and will scale up sizeably with larger stores. In order to maintain the top of the mind association with fashion in India. And with the . added 200.000 new members. The success of this initiative was evident in the increased sales for the „Haldi Gulal‟ range as well as the „Svayam Utsav‟ summer collection that were endorsed by Bipasha and Zayed. Pantaloons embarked on a major expansion during the year 2006-07. the store is the first among a series of large format stores that will be launched across the nation. Guwahati and Siliguri in the East will also discover Fresh Fashion. The year also witnessed categories like Winter-wear and Ethnic Ladies-wear strengthening their presence in the stores. Chandigarh and Ludhiana will see the next stage of expansion. Ten years later. more Indians discovered the value of shopping in Big Bazaar. In addition. The total count of Pantaloons stores as on 30th June 2007 stood at 31 with the total area under retail close to 1 million square feet.11 Pantaloons stores were opened with 7 of them opening in the single month of March 2007. Bipasha Basu and Zayed Khan were roped in as brand ambassadors in the month of August 2006. After consolidating its Fresh Fashion positioning. Green Card. Pantaloons continued to be the title sponsor for the Femina Miss India 2007 pageant.
Considering this scale of expansion. The total count of Food Bazaars as on 30th June 2007 stood at 86 stores. separate teams have been formed to look into all aspects of new store launches and to manage mature stores. This provides more flexibility and focus in expansion plans. discovering the new consumer Based on the company‟s in-house consumer data and research. As of June 2007. Kanpur and olhapur. it also tapped consumption potential in smaller cities like Agra. making its presence felt in nearly 26 cities and adding 40 stores during the year under review.000 square feet or more. there were 56 Big Bazaar stores across 43 cities. Big Bazaar has initiated the process of Auto Replenishments Systems. Panipat. front-end operations and business planning. The year under review witnessed the company‟s private label programme gaining significant traction. Palakkad. In addition.launch of each store. thus improving operational efficiencies and productivity. There are now 5 Big Bazaar Super Centres. and for inclusion and upgradation to the online B2B platform. The company has also rationalized nearly 250 vendors through better vendor management in terms of potential to expand. Food Bazaar also witnessed healthy expansion during the year 2006-07. Surat. The introduction of SAP in 2005-06 and its roll out during the year. positively impacted the business. measuring 100. The year under review also witnessed realigning of business teams with shared experience in category management. technology plays a significant facilitating role. The increase in SKUs in existing categories and the introduction of new categories encouraged the opening of larger stores or Super Centres. Allahabad. we discovered more value in terms of operational efficiency. and the opening of the 100th Big Bazaar store will mark the fastestever expansion by a hypermarket format. and have in fact scored better than . The company plans to open over 60 stores across India in FY 2008.40 million square feet. and in cognizance with observations on customer movements and the shopping convenience factor. covering over 1. The intention is to continuously change with the times and demands of the evolving Indian consumer. Food Bazaar has initiated certain refurbishments and layout design across all stores. sourcing. Big Baazaar launched 27 new stores in 22 cities. While Big Bazaar continued to expand in the large cities. The brands have been very competitive visàvis the established brands in quality and price terms. Coimbatore.
the total number of Food Bazaar stores is expected to be 200. A new format „BB Wholesale Club‟ was launched and 4 such stores have been opened so far. The resultant ideas are then nurtured within the Incubation cell. providing varied outcomes and solutions to a problem and handholding the activity till its success parameters are satisfied. The share of private labels as a percentage of total Food Bazaar revenues has increased significantly and comprise nearly 50 merchandise categories. honey. The Design Management team looks at each observation made by the Innovation team. Design Management approach and an Incubation chamber. To be managed by Food Bazaar from the ensuing financial year. Adanis. Future Ideas rests on a tripod that can be classified as Innovation driven. Caremate launched aluminum foil and baby diapers while Cleanmate launched detergent bars and scrubbers. each with its own uniqueness. The Incubation team comprises of business teams. mentored by the Innovation and Design teams. A unique initiative in corporate India. Design & Incubation cell within Pantaloon Retail that stems from the core proposition . this format sells only multipacks and bulk packs of a select range of fast moving categories and caters to price sensitive customers and smaller retailers.‟ Future Ideas deals with the whole aspect of idea creation. DCM Group. packaged drinking water and packaged tea. the Tasty Treat brand received a very favorable response in new categories like namkeens and wafers. In the home care category. While Fresh & Pure brand entered categories like cheese slices. . Future ideas Discovering new opportunities Future Ideas is the Innovation. By the end of FY 07-08. scenario planning activities.„Protecting and preserving the soul of a small business or enterprise within a large organisation. yet with common objectives. USAID and other farm groups in Maharashtra and Madhya Pradesh to source directly from them. and brainstorms by using a collaborative and holistic approach. The company has also forged tie-ups with established companies like ITC.national or international players in certain categories. alternate approaches to an issue. These alliances are expected to drive efficiencies as well as bring better products to consumers. frozen peas.
regional literature etc. Star & Sitara and Talwalkars‟ Fit & Active. Along with its expansion in major cities. Disney in children‟s books etc.. Reputed authors/ imprints like Nita Mehta and Sanjeev Kapoor in cookery. Thrissur. the total Depot footprint should cross over 100 stores. The Depot Exclusives (released solely inDepot) catalogue expanded rapidly with over 100 titles across genres like children‟s books. services and holistic health care formats Multiple formats operate in this segment. Depot debuted in smaller towns like Rajkot. is the first modern retailer in books and music and the response has been overwhelming. fashion for the masses and on projects involving women and selfhelp groups.They are people who are released from their original businesses or concepts and made part of the entire ideation process at Future Ideas. In FY 200708. Some of the formats that are now being incubated by this team include Top10. keeping in mind the new genre of aspirational Indians. in many cities. Small World. Vadodara. Future Ideas draws inspiration for most of its activities and projects. affordability and a private label publishing program .Depot Exclusives. D iscovering new segments Depot. Depot. the beauty products cut-ins and Star & Sitara Salons. cookery. They remain at Future Ideas till project completion stage when the success parameters for running the business are met. rural retailing. Haldia. services and holistic health . Beauty & Wellness business opened 35 new outlets in the beauty products. The Health. At any point of time Future Ideas would work on about 20 varied projects within the Future Group. Palakkad and Tiruvanantharam. including Tulsi. Depot has also tied-up with the UK based publisher of children‟s books. Depot has launched 6 stand-alone stores and 50 cut-ins. In its first year of operation. colorful and vibrant stores. The largest format. Beauty Free offers unique combination of products. the pharmacy chain and Star & Sitara. to co-publish a series of toddlers‟ interactive books. The team is also working on ideas around small format nofrills stores. strong regional range. The core differentiators of Depot are its young. have been associated with the company.
the company is collaborating on joint degree programs with 15 management schools. Considering the multiple businesses and rapid expansion expected across the business. the company saw merit in taking a fresh guard to the way in which business would run in order to meet the next leg of expansions. the culture that it imbibes and spirit of enterprise that resides within the organization. To capture the increasing consumption spend on wellness and preventive health care. it is the country‟s first health centre to offer health. the company conducted an extensive review of in-house talent management. the joint venture between Pantaloon Retail (I) Limited and Talwalkar Better Value Fitness opened its first „Talwalkars Fit & Active‟ health centre at Orchid City Centre. Talent management therefore continues to be the core focus for the company. design institutes and institutes of higher learning in areas like food business. Mumbai in April 2007.offerings. which further aided in identifying potential resources and helped chalk out post assessment development plans. design experience management etc. which involved mapping every managerial position in the organization for their skill sets. The venture is also looking at innovative value added offerings in the fitness space as well as developing a Spa model for the Fit & Active brand across the country. Human Resources Discovering talent diversity The company strongly believes that its sustainable competitive advantage lies in the values that it cherishes. This „Seekho‟ programme for external and internal candidates has ensured a steady stream of mid level. competence and attitudinal aspects as well as taking an inventory check of the existing talent base and addressing their development needs. Development Centres were created with inhouse assessors.200 square feet. fitness and gym services within a modern retail and consumption environment. During the year 2006-07. by increasing its presence to nearly 50 such centers in the near future. supply chain management. Continuing with its policy of strategic alliances. well . Spread over 5.
Management Processes and Leadership . Human Resource Initiatives Pantaloon Retail believes that one of its sustainable competitive advantages will continue to be the people who are part of the organization. namely . The effectiveness of its talent management initiatives is reflected in the fact that the annual rate of attrition is 8.Culture Building. the Company prides itself on being a young and energetic organization.000 people by FY 08. This is built on 5 pillars of people based growth. Therefore the company ensures that the proportional representation of different communities in the Indian population is mirrored in its employee profile. training. The vision is "To provide an environment that creates happy people who have a meaningful life and add value to business and society. much below industry levels. Performance Management through Balanced Scorecard. The company has also created an Employee Growth Trust Fund that was launched during the last financial year for the senior management. Being in service industry. The majority of employees in the company come from socially and economically marginalized sections of the society. Close to 46% of the employees in the organization are women and the average age within the organization is 27 years. The company‟s „Gurukool‟ programme provides the front-end employees an opportunity to imbibe the company‟s values and a sense of ownership to the company. driven through the 'The Pantaloon People Management System'. from nearly 18.trained retail professionals every year. People Processes.12%. The company plans to strengthen its employee platform to about 30.000 people as on FY 07. Equal Opportunity The company believes that in order to build a sustainable business environment. the Company places a lot of focus is placed on attracting. incentivising and retaining talent. the composition of its talent base needs to reflect the diversity that exists in our country and among its customers." With over 18000 employees at an average age of 27 years.
Brilliance. write rules yet unwritten. growth. rewards and perfection. For the critical front line staff. do just one thing. The SMILE initiative for training of new Store Manager's has been created and disseminated to over 100 store managers by this team Future Group Manifesto “Future” – the word which signifies optimism. the Company's unique outbound residential training program Gurukool focuses on integrating the mind. Group Vision Future Group shall deliver Everything. shareholders. To strive for a glorious future brings to us our strength. we will evolve it. And it is this that will help us succeed in the Future. we will write success stories. how and when they need. We will not just post satisfactory results. Every time for Every Indian Consumer in the most profitable manner. Future encourages us to explore areas yet unexplored. It is this understanding that has helped us succeed. create new opportunities and new successes. We will not just spot trends. strength. focusing on primary and secondary research into various aspects of retail and assessment of training needs across Knowledge. beauty. Our customers will not just get what they need. in Future Group. Retain Values. body and soul and brings about measurable attitudinal and behavioral changes. achievement. The program has covered nearly 4. . we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow. We. Everywhere. We shall keep relearning. our ability to learn. but also get them where. will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. We will not just operate efficiently in the Indian economy. unlearn and re-learn.500 employees. employees. Rewrite Rules. associates and partners. Skills & Attitude areas. And in this process. The emphasis is on creating product and process knowledge through well defined programs like Praarambh and Parikrama. Training A competent Learning & Development Team is responsible for training employees at all the levels across the countr y. we will effect socio-economic development for our customers. Thereby. our ability to evolve.
making consumption affordable for all customer segments – for classes and for masses. to meet challenges. cost. We shall ensure that our positive attitude. creating retail realty. humility and united determination shall be the driving force to make us successful. Openness: To be open and receptive to new ideas. • We shall infuse Indian brands with confidence and renewed ambition. Respect & Humility: To respect every individual and be humble in our conduct. ORAGANATION STRUTURE ORAGANATION STRUTURE STORE MANAGER ASSISTANT STORE MANAGER DEPARTMENT MANAGER . Adaptability: To be flexible and adaptable. both in thought and business. Simplicity & Positivity: Simplicity and positivity in our thought. • We shall be efficient. Core Values Indianness: Confidence in ourselves. knowledge and information.conscious and committed to quality in whatever we do.Group Mission • We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. Introspection: Leading to purposeful thinking. sincerity. Flow: To respect and understand the universal laws of nature. Valuing and Nurturing Relationships: To build long term relationships. business and action. Leadership: To be a leader. • We will be the trendsetters in evolving delivery formats.
the name Big bazaar was finalized.ASSISTANT DEPARTMENT MANAGER TEAM LEADER SALES PERSONS Or PROMOTERS MANAGEMENT STYLE The organization structure for Big bazaar is flat in nature. Evaluation is done every six months. A new trainee is put through a basic three day training program before going on the shop floor. Keeping this in mind. The store. The line “Isse sasta aur achha kahin nahin” emphaised this. which would be created. This is true across India. when a customer needs some thing for the home. Price was the basic value proposition at Big bazaar. which were 5 to 60 percent lower than the market price. About 1. with a large product offering (at times modified to suit local needs) and to offer a good depth and width in terms of range. The Big bazaar outlets sold a variety of products at prices. THE STRATEGY Saving is key to the Indian middle class consumer. non apparel and the new business division. . The idea was to re-create a complete bazaar. a typical thought is to seek it from the bazaar. In India. For Food Bazaar. Support and ancillary services comprise another 400 people.800 people work for Big bazaar directly. a separate teem has been created which again works independently. The mind to market for the first store was just six months. the concept of Big bazaar was created. which includes gold. had to offer value to the consumer. As the store would offer a large mix of products at a discounted price. A bazaar is a place where a complete range of products is always available to the consumer. For Big bazaar. footwear and the shopinshops. the divisions are apparel.
LINE OF BUSINESS Line of Business Sub Department Under the Brand BB-Fashion BF-Children‟s BIG BAZAAR BF-Kids Acc BIG BAZAAR BF-Ladies BIG BAZAAR BF-Ladies Acc BIG BAZAAR BF-Men‟s BIG BAZAAR BF-Men‟s Acc BIG BAZAAR BB-GM-Fashion Fashion Accessories BIG BAZAAR Footwear BIG BAZAAR GF-Luggage BIG BAZAAR GF-New Business BIG BAZAAR GF-Sport Goods BIG BAZAAR GF-Toys BIG BAZAAR BB-GM-Home ware GH-Home décor BIG BAZAAR GH-Household crockery BIG BAZAAR GH-Household Plastic BIG BAZAAR GH-Household utensil BIG BAZAAR Beauty & health SS-Personal Grooming BIG BAZAAR One Mobile(communication ) CM-Accessories ONE MOBILE CM-Carriers ONE MOBILE CM-Hardware ONE MOBILE cure &care CC-Non Prescription SIS CC-Prescription SIS Depot DP-Book DEPOT DP-Multimedia DEPOT DP-Stationery DEPOT Electronics EE-Cd&e Accessories HOME BAZAAR EE-Computer &Acces HOME BAZAAR EE-Consumer Durable HOME BAZAAR .
and children‟s playgrounds. A retailer is at the end of the distributive channel. The need for . These stores feature art galleries. Japanese department stores such as Takashimaya and Mitsukoshi attract millions of shoppers each year. and retail organizations. non store retailers. cooking classes. Consumers today can shop for goods and services in a wide variety of stores. The best-known type of retailer is the department store. Retail organizations exhibit great variety and new forms keep emerging.EE-Electronics HOME BAZAAR EE-Personal Electro HOME BAZAAR Food Bazaar FB-Chef Zone FOOD BAZAAR FB-Chill Station FOOD BAZAAR FB-Fabricleen FOOD BAZAAR FB-Fruits & Vegetable SIS FB-Golden Harvest FOOD BAZAAR FB-Head to toe FOOD BAZAAR FB-Hungry kya FOOD BAZAAR FB-Spic N Span FOOD BAZAAR Furniture FR-Furniture HOME BAZAAR Home Fashion Home Fashion HOME BAZAAR Home Improvement HI-Carpentry HOME BAZAAR HI-Electricals HOME BAZAAR HI-Improvement HOME BAZAAR Lootmart Ladies BIG BAZAAR Mens BIG BAZAAR Mens Accessories BIG BAZAAR Navras NR-Precious Jeweelle Navras SIS BB SIS Fashion Accessories SIS INTRODUCTION A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing. In an individual retail store there is not much scope for organization except in the sense that the shopkeeper has to organize apportions his time and resources. He provides goods and service to the ultimate consumers. This he does through his small organization. with the help of a few personnel. There are store retailers.
a "retailer" buys goods or products in large quantities from manufacturers or importers. The maximum satisfaction to the customers is achieved by a proper blend of all three. therefore. • Retailers must understand what customers want and what competitors are offering now and in the future. Retail establishments are often called shops or stores. A retailer deals in an assortment of goods to cater to the needs of consumers. and making a profit. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. a communication mix and a distribution mix. such as a public utility. at the right price. The success of the retail stores. The term "retailer" is also applied where a service provider services the needs of a large number of individuals. at the right time. A retailing mix is the package of goods and services that store offers to the customers for sale. His objective is to make maximum profit out of his enterprise. its image and status and finally its survival. its volume of turnover. This policy is called retailing mix.organization becomes essential as soon as he hires people o enters into partnership or takes the help of members of his family in running his store. Retailers are at the end of the supply chain. like electric power. Retailing mix. • The key to successful retailing is offering the right product. • Retailing provides considerable value to consumers while giving people opportunities for rewarding and challenging careers. RETAIL Retailing is the set of business activities that adds value to the products and services sold to the consumer for their personal or family use. It is the combination of all efforts planned by the retailer and embodies the adjustment of the retail store to the market environment. With that end in view he has to pursue a policy to achieve his objective. • Retailing is an important institution in our society. The World of Organized Retailing . its share of the market. and then sells smaller quantities to the end-user. • Retail formats and companies are now major factors in the industry. in the right place. depends on customers‟ reaction to the retailing mix which influences the profits of the store. either directly or through a wholesaler.
• Retail managers today must make complex decisions on selecting target markets and retail locations. promote and present merchandise. Retail mix is the term used to describe the various elements and methods required to formulate and execute retail marketing strategy. stores are now becoming more than just places to buy products. advertising. • In this dynamic environment. and the type of product/services. determining what merchandise and services to offer. entrepreneurs are launching new companies and concepts and becoming industry leaders. The retail mix is the combination of factors retail used to satisfied customer needs and influences their purchase decision. The use of new technologies helps retailers reduce their operations costs. Retail managers must determine the optimum mix of retailing activities and coordinate the elements of the mix.• Retailers are using sophisticated communications and information systems to manage their business. training and motivating sales associates. promotional programs store design merchandise display. Its include the type of merchandise and services offered. while traditional firms have had to rethink their business. and convenience of the store‟s location. merchandise pricing. merchandise assortments Store ambience. They are offering entertaining and educational experiences for their customers. negotiating with supplier and distributing merchandise to stores. The mix may vary greatly according to the type of the retailer is in. price. while better serving their customers. . The aim of such coordination is for each store to have a distinct retail image in consumers‟ mind. customer service. assistance to customer provided by salespeople. the essential elements may include: Store location. While many elements may make up a firm‟s retail mix. and deciding how to price. • To compete against non-store retailers. RETAIL MIX .
Communication with customer Personal selling Store image Store design Sales incentives People Process Physical evidence Composition of retail mix Place Product Price Promotion People Process Physical Environment Key element 1)Place (store location) 2)Product (merchandise) Target market Product development Channel structure Product management Channel management Product features and benefits Retailer image Branding Retail logistics Packaging Retail distribution 3)Price 4)Promotion Costs Developing promotional mixes Profitability Advertising management Value for money Sales promotion Competitiveness Sales management Incentives Public relations Quality Direct marketing Status After-sales services 5)People element 6)Process element .
OBJECTIVE OBJECTIVE . It is the effective blending of all the elements of retail mix activities within the retail organization that determines the success of retail management. Discuss this statement and explain with retail examples how the elements of retail mix could be blended to ensure the success of retail operation. Formulation of plans for achieving goals Logical sequence of retailing activities. Bottom up approach Various units prepare own goals and plans sent up for approval. Approaches to planning Top down approach Retail management sets goals and plans for all levels of management.Staff capability Order processing Efficiency Database management Availability Service delivery Effectiveness Queuing system Customer interaction Standardisation Internal marketing Retail mix planning Retail mix plan consists of: Setting objectives Systematic way of identifying a range of options. Importance of Retail mix planning Hostile and complex retail environment External and internal retail organisation factors interact – Maximising revenue – Maximising profit – Maximising return on investment – Minimising costs Each element has conflicting needs All these variables interact All these variables result in optimum compromise.
• Sampling Convenient sampling • Sample size 100 • Data analysis technique Quantitative • Data analysis tool Bar charts. 5. 4. 2. ANALYSIS AND INTERPRETATION ANALYSIS AND INTERPRETATION Q1. RESEARCH METHODOLOGY • Type of research Descriptive • Type of data Primary data • Data collection method Data is collected through structured questionnaire.PRIMARY OBJECTIVE : To study the effectiveness of retailing mix in the store. In a month how many times you visit big bazaar? a) Once 7 b) Twice 23 c) Thrice 8 d) More than thrice 25 . To understand the quality of services maintained in the store. To understand the availability of products in the store. To determine the performance of sales persons in the store. SECONDARY OBJECTIVE S : 1. pie charts. To identify the effectiveness of atmospherics in the store. To identify the performance of store operations. 3.
32% has average and 21% people has excellent.e) As per requirement 37 INTERPRETATION: Out of 100 respondent. Most of them regularly visit big bazaar. 37% people visit the store when they have some requirement and 25% are visited more than thrice. Your shopping experience in big bazaar is always! a) outstanding 1 b) Excellent 21 c) Good 43 d) Average 32 e) Bad 3 INTERPRETATION: Out of 100 respondent. But 1% has outstanding shopping experience and 3% has bad shopping experience. Ambience & atmosphere inside the store is ! a) outstanding 5 b) Excellent 27 c) Good 41 . Maximum numbers of people has a better experience of shopping in big bazaar. 43% people has good shopping experience in big bazaar. Q4. Brands and products availability in big bazaar is ! a) outstanding 3 b) Excellent 28 c) Good 44 d) Average 22 e) Bad 3 INTERPRETATION: Out of 100 respondents. Q2. Maximum number of people visited store frequently. 23% visited two times in month and 7% & 8% people visited one and three times in a month respectively. Over all 31% customer are satisfied by the availability of brand and products in big bazaar. Q3.66% customer product availability is average rest said it is bad. Especially in apparels. Some people think there is no good brands and products availability in big bazaar.
e.(Especially in Big day) Q6. Due to much noisy and unpleasant environment some of the customer irritates. Ambience & atmosphere inside the store is good feel by 41% customers. 27% feel it is excellent and only 3% feel outstanding. But 25% customers are not satisfied by Discounts and offers served in the big bazaar. Maximum Customers are satisfied by Discounts and offers served in the big bazaar. 32% feel it is excellent and only 7% feel outstanding. Some customer never used this facility. Location 0f big bazaar in your city is ! a) outstanding 29 b) Excellent 32 c) Good 22 d) Average 13 . 64% is satisfied by Home delivery services of big bazaar rest 36% is not satisfied. Q7. Q5. Home delivery services of big bazaar is ! a) outstanding 7 b) Excellent 19 c) Good 38 d) Average 28 e) Bad 8 INTERPRETATION: Out of 100 respondents. Atmosphere is really good. Maximum number of respondent i. Discounts and offers served in big bazaar is good said by 36% customers. But 27% customers are not satisfied by the ambience & atmosphere inside the store of big bazaar. Discounts and offers served in the big bazaar are excellent.d) Average 21 e) Bad 6 INTERPRETATION: Out of 100 respondents. Discounts and offers served in big bazaar is ! a) outstanding 7 b) Excellent 32 c) Good 36 d) Average 23 e) Bad 2 INTERPRETATION: Out of 100 respondents.
satisfactory according 40% of the respondent rest 16% are not satisfied with it. Product display and signage in the store is ! a) outstanding 8 b) Excellent 36 c) Good 40 d) Average 14 e) Bad 2 INTERPRETATION: Product display and signage in the store is highly satisfactory according to 44% of the respondent. In offer days the shopping experience in the store is! a) outstanding 3 b) Excellent 29 c) Good 39 d) Average 25 e) Bad 4 INTERPRETATION: Out of 100 respondent. Some customer do not enter in store due to heavy rush.e) Bad 4 INTERPRETATION: Out of 100 respondents. 61% is highly satisfied with location of big bazaar in city. Q9. It is situated central business district (CBD). Q10. 39% people has good shopping experience in big bazaar. Maximum numbers of people has a better experience of shopping in offer days. Q8. How do you feel about sales persons and promoters? a) Outstanding 4 b) Excellent 21 c) Good 49 d) Average 23 e) Bad 3 . Location of big bazaar is outstanding. 22% is satisfied and only 17% is not satisfied. 25% has average and 29% people has excellent. But 3% has outstanding shopping experience and 4% has bad shopping experience. Customers are satisfied with Product display and signage in the store.
INTERPRETATION: 74% of the respondents are satisfied by the sales persons and promoters in the store rest 26% respondents are not satisfied by the sales persons and promoters in the store. Cleanliness and hygiene maintained in the store is up to the mark. Q11.e. The cleanliness and hygiene maintained in the store is ! a) outstanding 13 b) Excellent 41 c) Good 28 d) Average 13 e) Bad 5 INTERPRETATION: According to maximum number of respondent i. Q14.The parking facility in bag bazaar is! a) outstanding 17 b) Excellent 29 c) Good 32 d) Average 17 e) Bad 5 INTERPRETATION: 78% of the respondents are satisfied by the parking facility in bag bazaar. only 5% said its not good. Maximum customer satisfied with the parking facility in bag bazaar. Q13. Are you satisfied with the billing facility at the store? . rest 22% respondents are not satisfied by the parking facility in bag bazaar. Q12. The quality of the product served by big bazaar is! a) outstanding 3 b) Excellent 19 c) Good 47 d) Average 26 e) Bad 5 INTERPRETATION: 21% of the respondents are highly satisfied with the quality of the products at big bazaar. Maximum number of people is not satisfied with quality of the product. 82% feels that cleanliness and hygiene maintained in the store is up to the mark rest 18% feel it is not up to the mark. rest 74% are said the quality of the products in big bazaar is averaged. Sales persons and promoters behave well with customer.
Do you feel that big bazaar provide you value for money? a) YES 85 b) NO 15 INTERPRETATION: Out of 100 respondent. Q15. Do you feel that shopping in big bazaar has made you a more knowledgeable conscious and aware customer? a) YES 63 b) NO 37 INTERPRETATION: According to 63% of the respondents they feel that shopping in big bazaar has made more knowledgeable conscious and aware customer. Q16. rest 28 % are not satisfied. and 37% they are already knowledgeable conscious and aware customer. 85% of the respondents feel that big bazaar provide you value for money.a) YES 72 b) NO 28 INTERPRETATION: 72% of the respondents are satisfied by the billing facility in the store. “discovering more value” The above statement is true spotted by the above data. Is it easy to move with the trolley in the store? a) YES 74 b) NO 26 INTERPRETATION: According to 74% of the respondents it is easy to move in the store with trolley only 26% said it is not. “Big bazaar has made customer a more knowledgeable conscious and aware customer” Q17. 15% feel not. Some customer are not satisfied by billing facility(Especially in offer day and rush hours ). The space management in the store is up to mark. FINDINGS FINDINGS .
➢ Cleanliness and hygiene should be maintained regularly. of cash counter needs to be increased keeping in view customer traffic intensity. ➢ No. ✔ In offer days the store management is good. . ✔ Noisy and unpleasant environment is irritates customer. ✔ Big bazaar provides better shopping experience. ✔ Product display and signage is good. ➢ Proper signage should be there so that customer can locate the products easily. Especially in apparels. ➢ Quality in products should be increased up to mark. RECOMMENDATIONS RECOMMENDATIONS ➢ Create awareness & manage home delivery services properly. It is situated central business district (CBD) ✔ Parking facility in big bazaar is good.✔ Store performing well in attracting the customers. ✔ Home delivery services are not used by customer. Air conditioning is really good. ✔ Brands and products availability in big bazaar is not up to the mark. ✔ Discounts and offers doing well in the store. ✔ Quality in products is not up to the mark. ➢ Proper training should be provided to sales person so that they can deal with the customer efficiently. ➢ Various schemes and offers can be provided to them and attract new customers (Use pull strategy). ➢ There should be proper assortment of various product categories. ✔ Cleanliness and hygiene maintained in the store is up to the mark “discovering more value” The above statement is true spotted by the above data. ✔ Location of big bazaar is outstanding.
Discounts and offers served in big bazaar is ! a) Outstanding b) Excellent c)Good .com ANNEXURE QUESTIONNAIRE PERSONAL INFORMATION Dear sir/ Madam. All details from your part will be kept confidential. 2.………………………………………………………… Q1. The survey was conducted in very general way as no other variable such as their education level. Ambience & atmosphere inside the store is ! a) Outstanding b) Excellent c)Good d) Average e) Bad Q5. BIBLIOGRAPHY BIBLIOGRAPHY BOOK REFERRED: Research methodology (C.R. Some respondents refuse to co-operate. Kothari) Retailing Management (Levy & weitz) WEB SITES: www. 5. Some respondents replied half heartedly.pantaloon.:. In a month how many times you visit big bazaar ? a) Ones b) twice c) Thrice d) more than thrice e) As per requirement Q2. I Shiv Mohan Singh student of School of management sciences. Please provide relevant information by filling this questionnaire to make my survey more comprehensive. occupation and sex. Brands and products availability in big bazaar is ! a) Outstanding b) Excellent c)Good d) Average e) Bad Q4.a) Male b) Female Contact no. Some respondents gave incomplete information.………………………………………………………….. Time limit is the major constraint. 4. Sex:.LIMITATION Limitations of the study 1. Varanasi conducting a survey on “Effectiveness of retailing mix in Big Bazaar‟‟ This survey is a part of my partial fulfillment of PGDM (RM) course. Your shopping experience in big bazaar is always! a) Outstanding b) Excellent c) Good d) Average e) Bad Q3. Name:. 3.
Are you satisfied with the billing facility at the store ? a) Yes b) No Q10. How do you feel about sales persons and promoters ? a) Outstanding b) Excellent c)Good d) Average e) Bad Q13. Do you feel that shopping in big bazaar has made you a more knowledgeable conscious and aware customer? a) Yes b) no Q17. Product display and signage in the store is ! a) Outstanding b) Excellent c)Good d) Average e) Bad Q9. Location 0f big bazaar in your city is ! a) Outstanding b) Excellent c)Good d) Average e) Bad Q8. Tower. The cleanliness and hygiene maintained in the store is ! a) Outstanding b) Excellent c)Good d) Average e) Bad Q12. J. Home delivery services of big bazaar is ! a) Outstanding b) Excellent c)Good d) Average e) Bad Q7.Do you feel that bag bazaar provide you value for money? a)yes b)No (Signature) Thanking you for filling up this questionnaire LOCATION LOCATION Ranchi 0ffice : Big Bazaar.d) Average e) Bad Q6. The quality of the product served by big bazaar is ! a) Outstanding b) Excellent c)Good d) Average e) Bad Q15. C.The parking facility in bag bazaar is! a) Outstanding b) Excellent c)Good d) Average e) Bad Q14. Kadru More. Is it easy to move with the trolley in the store? a) Yes b) No Q16. Ranchi Jharkhand Pin : 834001 Phone : 0651–3052032 . In offer days the shopping experience in the store is! a) Outstanding b) Excellent c)Good d) Average e) Bad Q11. Main Road.
03-097. India Ph +91 22 66442200.Block No . Plot No.1B. (Near Indian Oil Petrol Pump) Kolkata .O.region@pantaloon. Mumbai 400060. . Fax +91 22 66442201 COMPITATORS VISHAL MEGA MART RELENCE MART & FRESH SOME LOCAL STROES TOO .com Regd. Jogeshwari-Vikhroli Link Road. Action Area . Off. Office : Knowledge House.BG.5.New Town.Fourth Floor. Shayam Nagar. P.Zonal Office : Pantaloon Retail (India) Limited. Jogeshwari East. Block By Block Shopping Mall.700 156 Tel: +91 033-3091 7500/51 Fax: +91 033-3091 7502 e-mail: east.
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