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Ma na gement Thesis-1

Br a nd posit ioning st r a t egy f or r et a il sect or

Presented By
Mr.V.V.Sravan kumar

Under the Esteemed Guidence of

Ms : Swapnika


The main objective of this management thesis is to find
IN BIG BAZAAR (Hyderabad). The main aim of research is
to find out the truth which is hidden and which has not
been discovered as yet.
Company profile : Big bazaar it is
a retail store in which we can find more than 1,40,000
products. it is not just another hypermarket. It caters to every
need of your family. Where Big Bazaar scores over other stores is
its value for money proposition for the Indian customers.
At Big Bazaar, you will definitely get the best
products at the best prices - that’s what we guarantee. With the
ever increasing array of private labels, it has opened the doors
into the world of fashion and general merchandise including home
furnishings, utensils, crockery, cutlery, sports goods and much
more at prices that will surprise you. And this is just the
beginning. Big Bazaar plans to add much more to complete your
shopping experience


Pantaloon Retail (India) Limited, in India’s

leading retailer that operates multiple retail formats in both the
value and lifestyle segment of the Indian consumer
market. Headquartered in Mumbai (Bombay).the pantaloon retail
operates 100 stores in 71 cities in India
Pantaloon retail (India) includes the
pantaloons the chain of fashions outlet, big bazaar a uniquely Big
Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a
supermarket chain, blends the look, touch and feel of Indian
bazaars with aspects of modern retail like choice, convenience
and quality and Central, a chain of seamless destination malls.
Some of its other formats include Brand Factory, Blue Sky, all, Top
10 and Star and sitara
pantaloon Retail was recently awarded the
International Retailer of the Year 2007 by the US-based National
Retail Federation (NRF) and the Emerging Market Retailer of the
Year 2007 at the World Retail Congress held in Barcelona.

Few brands actually know who they are ,what they stay for and what makes them
so unique. classic marketing tools do not help answer such questions, every
advertising campaign is of course, based on a copy strategy ,which various from
one campaign to yhe other . however ,very few brands actually have a brand
charter defining the brands long term identity and uniqueness. Modern competitors
calls for two essential tools of brand management.

 What is Identity ?
To appreciate the meaning of this significant concept
in brand management, we shall begin by considering
the many ways in which the word is use today.
FOR EXAMPLE : we speak of identity loards – a
person non-transferable document that tells in a few
words who we are, what our name is and what
distinguishable features we have that can be
instantly recognized . we also hear of identity of
opinion between several people. Brand identity may
be a recent notion but many researchers have be a
recent notion, and the organizational identity of the

What is brands particular vision and aim ?

What makes it different ?
What need is the brand fulfilling ?
What is its permanent nature ?
What are its value or values ?

Identify and positioning :

It is also common to distinguish brands according to
their positioning .positioning a brand means
emphasizing the distinctive characteristics that make
it different form its competitors and appealing to the
➢ A brand for what ?
This refers to the brand promise and consumer
benefits aspects . orangina has a real orange
pulp , the body shop is environment friendly.
➢ A brand for whom ?
This refer to the target aspect . for long time
schweppers was the drink of the refined
,Snapple the soft drink for adults, Tango for
teenagers , and frooti for children.

➢ A brand for when ?

This refers to the occasion when the
product will be consumed. When a brand
says we try harder, for instance it caters to
customers with pressing requests.

➢ A brand against whom ?

In today competitive context this question is
defines the main competitors I:e those
whose clientele we think we can partly
capture . Tuborg and other expansive
imported beers thus also compete against
wiskey ,gin , and vodka.

Brand building :
How do companies grow both the brands and business ? what
does it take to build a brand ,what are the necessary steps and
phases. In this thesis we address their questions with a particular
emphasis on integration of efforts

From product to value and vice versa , It takes time to build a

strong brand . there are two routes, two models for doing so :
from product advantages to intangible values or from values to
product. How ever with time , this two-way movement becomes
essence of brand management most brands did not start as such
their founders just wanted to cerate a business. They needed a
very specific product or service an innovation a good idea to start
their business and open the distributions closed doors , through
time their names or the names of the product becomes a brand
.it did not simply designate a product or a person but little came
to be associated with imagery with intangible benefits ,with brand
personality ad so on. Perception had moved from objects to
benefits ,from tangible to intangible values.

 The first is that all brands start by being non-

brands ,with zero awareness and image. However
they were based on an innovation that succeeded .
starting a brand means finding a value innovation.
 Second, creating a market is the best way to lead it.
This is well –know pioneer advantage . however , to
be able to create a market ,one must break free
from the conventions and codes that create herdism
in the market place.
 Third ,time is an essential ingredient of success. The
winners start first and move first so to rapidly create
a group from the incoming competition
 Fourth , it is important to reach the critical size
rapidly to rein force that gap from the competition
this create more resources for advertising ,
communication and words of mouth .
 Fifth , a brand is not a producers brand or a
retailers ,as is often heard in marketing circles it is
customers brand .A brand epitomize values, but as
we know values lies in the eyes of the beholders ,
the customers it is essential to be markrt focused
and ask what is the value curve of the target.
Introduction to the Retail Industry
Retail, with more than 15 million employees in America alone, is one of the largest
industries in the world by number of businesses and number of employees. Retail
sales in the U.S. (total retail sales include the categories of gasoline, automobiles,
and food service, as well as merchandise) will show a slight decrease in 2008,
totaling about $4.400 trillion according to Plunkett Research estimates. Sales were
$4.482 trillion in 2007, up from $4.307 in 2006.

Growth of Retail Companies in India : Overview

Growth of Retail Companies in India is still not yet in a matured stage with great
potentials within this sector still to be explored. Apart from the retail company like
Nilgiri's of Bangalore, most of the retail companies are sections of other industries
that have stepped in the retail sector for a better business. The Growth of Retail
Companies in India is most pronounced in the metro cities of India, however the
smaller towns are also not lagging behind in this. The retail companies are not only
targeting the four metros in India but also is considering the second graded
upcoming cities like Ahmedabad, Baroda, Chandigarh, Coimbatore, Cochin,
Ludhiana, Pune, Trivandrum, Simla, Gurgaon, and others. The South Indian zone
have adopted the process of shopping in the supermarkets for their daily
requirements and this has also been influencing other cities as well where
many hypermarkets are coming up day to day

Reasons for the fast Growth of Retail Companies in India:

The retail companies are found to be rising in India at a remarkable speed with the
years and this have brought a revolutionary change in the shopping attitude of the
Indian customers. The Growth of Retail Companies in India is facilitated by certain
factors like -
 Existing Indian middle classes with an increased purchasing power

 Rise of upcoming business sectors like the IT and engineering firms

 Change in the taste and attitude of the Indians

 Effect of globalization

 Heavy influx of FDI in the retail sectors in India

Negative factors that will impact the retail sector in 2009:

 Extremely high consumer debt levels
 Higher health care costs for consumers
 Global terrorism, tension and uncertainty
 Consumers burdened with high energy costs for such items as gasoline,
home heating fuel, natural gas and electricity
 A continuation of depressed conditions in the housing market
 Rising home mortgage foreclosures (including large numbers of adjustable
rate mortgages, “ARMS,” scheduled to reset to higher rates in 2009)
 Layoffs and falling profits in a wide variety of business sectors
 Rising unemployment levels
 Tightened lending standards that will make it more difficult for consumers to
obtain credit, including a pull back in lines of credit available on credit cards
and home equity loans
 Extremely low consumer confidence
Consumer tastes and expenditures influenced to a growing extent by LOHAS, a
trend toward purchases that support “Lifestyles of Health and Sustainability.”
Consumers will be more conservative going forward, saving more while spending
less. When they do spend, they will be focusing to a growing extent on high-value
items with long life, low impact on the environment and low energy consumption.
Items that promote a healthy lifestyle will receive a growing focus.
RESEARCH PROCESS : Research process consists of series
of action or steps necessary to effectively carry out research.
Marketing research is a methodical and purposeful study
conducted to obtain solutions for specific marketing problems.
Marketing research encompasses all the spheres of marketing
,right from idea for a new products to after sales services .The
information gathered and analyzed through marketing research
can be used for internal process or for making important
strategic decision
Methodology plays a very important role in any research work the effective a
research work depend entirely on the corrective ness of the selectivity of research
method research methodology is the plan which in corporate the whole of the procedure

Primary data: : primary data is collected from all the outlets available in
Hyderabad, primary data is the first hand information gathered to solve the research
need for eg: if marketer collects opinions regarding consumer & store managers then
the data thus obtained will be primary data

Secondary data: secondary data is the data that already exists which has
been collected by some other person or organization for their use and is generally made
available to other researchers free or at a concessional rata .major use of the internet in
business research is in the area of secondary research the research report and
database maintained by major research companies are also available on the net..


SAMPLE SIZE: sample size of local outlets including all the available stores at

Sampling : before discussing sampling lets us first determine what a sample a

sample is a subset of a unit or a populations collected as a representation of it for
instance if we selected about a hundred telephone numbers of a particular area from a
telephone directory to study a particular research problem it is called a sample

As the retail industry is forcing on emerging
trend there are many opportunities left
behind this sector . many cooperate are
entering into the retail segment on creating
cut through competition thus the
requirement is yet to begin .

 The survey was restricted to Hyderabad & sec only

 The information collected for the research project can be


 The manager are very busy with business actives due to the
limitation managers may not able to provide correct

->Time factor
->Tardy information obtained from big bazaar
->Area study