Professional Documents
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Aniket 2
Aniket 2
ON
Submitted By
Kritika Khati
(2017 – 2019)
INDUSTRY OVERVIEW
Retail concept is old in India. World’s first department store started in rome. Today’s
kirana stores are based on Manusmriti & Kautilya’s Arthshartra, 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 competitor.
Retailing and wholesaling consist of many organizations designed to bring goods and
Retailing includes all the activities involved in selling good or service directly to final
consumers for their personal, non-business use. Retailers can be classified in terms of
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
Non-store retailing is growing more rapidly than store retailing. It includes direct selling
Much of retailing in the hand of the large retail organizations such as corporate chains,
Retailers, like manufacturers, must prepare marketing plans that include decisions on
target markets, product assortment and services, store atmosphere, pricing, promotion
and place. Retailers are showing strong signs of improving their professional
management and their productivity in the face of such trends as shortening retail life
cycles, new retail forms, increasing intertype competition, and polarity of retailing, new
Wholesaling include all the activities involved in selling goods or services to those who
are buying for the purpose of resale or for business use. Wholesalers help
manufacturers deliver their product efficiently to the many retailers and industrial users
across the nation. Wholesalers perform many function, including selling and promoting,
risk bearing, supplying market information, and providing management services and
counseling. Wholesalers too must make decisions on their target market, product
assortment and services, pricing, promotion, and place. Wholesalers who fail
to carry adequate assortments and inventory and provide satisfactory services are
are adapting marketing concepts and streamlining their costs of doing business.
services directly to consumers for their personnel family and household use.
Retailers, like manufacturers, must prepare marketing plans that include decisions on
target markets, product assortment and services, store atmosphere, pricing, promotion
and place. Retailers are showing strong signs of improving their professional
management and their productivity in the face of such trends as shortening retail life
cycles, new retail forms, increasing intertype competition, and polarity of retailing, new
retail technologies and many others. prepare marketing plans that include decisions on
target markets, product assortment and services, store atmosphere, pricing, promotion
and place. Retailers are showing strong signs of improving their professional
management and their productivity in the face of such trends as shortening retail life
cycles, new retail forms, increasing intertype competition, and polarity of retailing, new
retail technologies and many others. Wholesaling include all the activities involved in
selling goods or services to those who are buying for the purpose of resale or for
business use. Wholesalers help manufacturers deliver their product efficiently to the
many retailers and industrial users across the nation. Wholesalers perform many
information, and providing management services and counseling. Wholesaler fall into
four groups. Merchant wholesalers take possession of the goods and include full-
Agents and brokers do not take possession of the goods but are paid a commission for
facilitating buying and selling. Manufacturers’ and retailers’ branches and offices are
wholesaling operations conducted by non-wholesalers to bypass the wholesalers.
and terminals, and auction companies. Wholesalers too must make decisions on their
target market, product assortment and services, pricing, promotion, and place.
Wholesalers who fail to carry adequate assortments and inventory and provide
wholesalers, on the other hand, are adapting marketing concepts and streamlining their
costs of doing business. Retail means selling goods and services in small
marketing of goods and services directly to consumers for their personnel family and
as more and more payers are buying for the same set of customers. The
major retail player are Pantaloons Retail, Shoppers Stop, Reliance, Easy day, More
etc. Retailing is one of the biggest sectors and it is witnessing revolution in India. The
new entrant in retailing in India signifies the be target markets, product assortment and
services, store atmosphere, pricing, promotion and place. Retailers are showing
the face of such trends as shortening retail life cycles, new retail forms, increasing
intertype competition, and polarity of retailing, new retail technologies and many others.
Wholesaling include all the activities involved in selling goods or services to those who
are buying for the purpose of resale or for business use. Wholesalers
help manufacturers deliver their product efficiently to the many retailers and industrial
users across the nation. Wholesalers perform many function, including selling and
promoting, buying and assortment-building, bulk- breaking, warehousing, transporting,
services and counseling. Wholesaler fall into four groups. Agents and brokers do not
take possession of the goods but are paid a commission for facilitating buying and
selling. Manufacturers’ and retailers’ branches and offices are wholesaling operations
include agricultural assemblers, petroleum bulk plants and terminals, and auction
companies. Wholesalers too must make decisions on their target market, product
assortment and services, pricing, promotion, and place. Wholesalers who fail
to carry adequate assortments and inventory and provide satisfactory services are
are adapting marketing concepts and streamlining their costs of doing business. Retail
Retailing consists of all activities involved in marketing of goods and services directly to
BIG BAZAAR
Big bazaar is a hyper market chain owned by the Pantaloons Retail India Limited, with
currently more than 50 outlets in metros, medium, and small cities. Big Bazaar
combines the look and feel of Indian bazaars with aspect of modern retail like choice,
convenience, and hygiene. It works on the same economy model like Wal Mart, and has
had considerable success in many Indian cities and small towns. The idea was
pioneered by entrepreneur Kishore Biyani, the head of Pantaloons Retail India Limited.
Big Bazaar is not just another hyper market, 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 is what they 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
There are many types of retail format available in India like grocery store to mall. They
have different types of market for the business. Among of all this format of retail big
bazaar is the successful retail format in Indian retail industry. In past Indian customer
only familiar with the nearby convince store but day to day innovation and customer
business. Big bazaar is one of them format of future group. Big bazaar deal with all kind
of human being products starting from children to adult. Products are selling by the big
* Food Bazaar:
* Vegetable
* Chill Station
* Golden Harvest
* Head To Toe
* Fruit
* Ready To Eat
* General Merchandise
* Crockery
* Plastic
* Utensil
* Home leanon
* Electronics
* Depot
* Stationery
* Mobile
* Apparels
* Footwear
* Toys
* Kid’s ware
* Men’s ware
* Ladies ware
* Imitation jewellery.
The heart of the big bazaar is its ware house. Operation is start from the ware house. It
is very important part of entire big bazaar process. “Is se sasta aur accha kahin nahi”
punch line of the big bazaar suggest itself that good quality at lowest price products are
There are 89 BIG BAZAAR are available in india. Big Bazaar 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
they 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,
Recently, a giant retail chain Big Bazaar (Future group) has made change in its
corporate logo and celebrated successfully 10 years. It has developed nice television
It is a core competency of Big bazaar that always coming with promotional offer with
quality & branded products. Now, it has come up with new campaign for New Year with
promotional price offer where consumers can celebrate New Year party well advertising
The campaign has released with limited period offer from 17th December, 2011 to 1st
January, 2012 with the punch line of “Saste Main Party”. We all know that today
everything is becoming costly and hike in price of many things day by day. So,
consumers are making control or avoid celebrating well. Campaign: - “Saste main party
(New Year party with economy Price)” This festive season saw customers splurging and
all retailers showed increased revenue incomes as well as growth in same store sales.
There has been a lull both in retailer advertising activity as well as consumer buying for
the last 2 weeks of Novmber. Retailers, realising that customers need to be pulled back
into stores have once a Wednesday Bazaar Naye India ka Bazaar ' Big Bazaar'. (Future
The Future Group, Big bazaar is biggest hypermarket and one of largest retail chain in
India which is also operates other retail chains, including Pantaloons, Central, Food
Bazaar, Home Town and eZone. The Future Group currently owns 152 Big Bazaar
stores in the India. Big bazaar has already built up strong brand image in retail chain
segment. The first three Big Bazaar stores were launched during the festive season in
2001 in Kolkata, Bengaluru, and Hyderabad (India). Since then, 151 more stores have
come up in 90 cities across the country in India. And, now, it is running very
successfully in market.
Recently few days ago Big Bazaar has come up with its new look and going to redefine
in Indian retail market. It has already been completed 10 years in Indian retail industry
where it has been offering wide range of brands to consumers with competitive price.
Big bazaar has started with beautiful brand campaign “Isse Accha Aur Sasta kahi Nahi
(Best quality with economical price, it will not get elsewhere)”, it was getting huge
positive response and established brand with this campaign. The core competency of
Big bazaar is “price strategy”, it is always focus on price strategy and on that basis
campaign got huge success, as well still it is getting. It is offering very competitive price
that economic & socio-economic class can afford. Many other big companies’s have
Old Punch line: - “Isse Accha Aur Sasta kahi Nahi (Best quality with economical price, it
New Punch line: - “Naye India ka bazaar (New Indian market)”. It is focusing on New
India because, since 10 years Big bazaar is providing large amounts of products to
Indian consumers, As well India is now moving step ahead day by day with new era
It has made very little change in logo of Big bazaar, it remain same color, font, looks
that will maintain same image in mind of consumers. Again, it’s a good strategy of logo
development. If you will compare very close between old logo & new logo, you will find
difference.gain eimbarked on an aggressive advertising blitz. Nick India and Big Bazaar
launch ‘ Back to School ‘ range with the famous icon ‘SpongeBob Square Pants’ Nick
India, the leading kid’s entertainment channel & Big Bazaar, India’s largest Hypermarket
chain and part of Future Group, together announced the launch of the ‘Back to School’
range with the famous icon, the one & the only ‘Sponge Bob Square Pants’! The ‘Back
to School’ range is available starting December 9th 2011 at all Big Bazaar.
Spencer's Retail Limited (SRL)
products across different categories to its consumers. The company operates stores
across India under Spencer's brand, including hypermarkets. Its stores offer both fresh
and packaged foods, and groceries under own brands such as Smart Choice, Tasty
SRL's product range includes comprises food and grocery, fruit and vegetables,
electrical and electronics, home and office essentials, garments and fashion
accessories, toys, personal care, music, books, sugar free, meat, chicken, fish, bakery,
drinks, frozen foods and IT accessories. The company also offers various services such
as credit card, and gift card and product replacement warranty. It is a subsidiary of
was founded in the year 1863 under brand name Durrant & Spencer by its co-founders
William Spencer and Charles Durrant. Currently, it operates as a subsidiary of its parent
company RP - Sanjiv Goenka Group. Spencer’s Retail has put its onus on all-round
Pantaloon Retail
Big Bazaar
Reliance Fresh
Marks and Spencer is an international multi-channel retailer that has been running for
129 years. It now operates in “over 50 territories worldwide” and employs “almost
82,000 people”, (Marks and Spencer plc, 2013). It’s dependence on its origin country;
the UK is progressively being reduced due to its international focus. M&S’ UK turnover
consists of 54% food and 46% general merchandise, including home ware, clothing,
lingerie etc. It is currently growing its e-commerce and has expanded to the finance
business with its M&S Bank branch. Clothing has been lately an aspect of concern for
the company, as sales of clothing have “slipped back for the ninth consecutive quarter”,
(The Guardian, 2013). This has created a 9.1% fall in half-year profit. For this reason,
according to M&S Chief Executive, they are currently working on having “more
innovation and choice than ever before”, (Bolland, 2013). However, according to retail
analyst for the BBC, “The company is too risk averse and is unwilling to break the mould
The affordable fashion market in the UK has been described as “challenging” by Chief
Executive Bolland. The fashion industry requires radical and innovative measures for
success, which M&S has not dared to implement until now. Marks and Spencer’s
overtook M&S “as the UK’s biggest fashion retailer, in July 2012”, (Nairn, 2012).
Primark, its older rival has “an expected 5 billion pounds in clothing sales in 2014”, (The
Guardian, 2013) this is a very close figure to M&S, with the potential possibility of
Marks and Spencer decided to adopt a fairytale theme for its Christmas 2013 campaign,
focusing on its men and women ware collections as well a their lingerie collection
playing a strong role. The adverts’ message claims to “Believe in Magic and Sparkle”
Riding Hood and The Wizard of Oz. It encourages the audience to believe in the true
Christmas spirits while taking them through a range of mind-blowing and fantasy
settings that communicate the wide range of festive products available in the store. The
advertising campaign was developed by the advertising agency RKCR/Y&R and also
includes its Christmas party food range on the table set during the ‘Tea Party’. The
company has tried to emphasize its quality by bringing to the advert loved fairy tales in a
glamorous offset. Christmas is a key selling season for M&S and thus their Executive
Director of Marketing & Business Director claimed how they wanted to “recapture the
magical essence of Christmas that customers tell is synonymous with M&S”, (Bousquet-
Chavanne, 2013). In terms of the media channels, Marks and Spencer “is shifting its
marketing approach to digital first”, (Vizard, 2013). This means that its strategy is
launching campaigns online (through You tube and its Website) before the use of Above
The Line advertising (appearing in TW or print), this is a way to engage better with its
consumers. The campaign was first launched on the 4th November online and two days
after the TV debut took place. The whole campaign had a very strong focus on
engaging their target audience through social media, allowing shoppers to vote via
Twitter and Facebook on a name for the highland terrier which features in its campaign.
The main purpose of the campaign is to create awareness to their target audience and
recover primarily in terms of clothing sales (increase them). Further objectives of the
campaign are to attract its target market for a bigger range of their products. By
integrating food and general merchandise such as clothes and home ware in the advert,
M&S aims to take advantage of cross-fertilising across food and clothing, as opposed to
other.
REVIEW OF LITERATURE
A while barter would be considered to be the oldest form of retail trade. Since
independence retailing India has evolved to support the unique needs of our country
given its size and complexity”. Haats Mandis and Melas have always been a part of the
Indian landscape. They still continue to be present in most parts of the country and
bring all essential part of the life and trade in various areas. Retail snapshot focuses on
All products in Big Bazaar will be available at prices lower than the MRP, often up to
60% discount. In addition to this, various offers, discounts and promotions will be
regularly held at the store. The consumer will experience a new level of standard in
price, convenience and comfort, quality, quantity, and store service levels. BIG BAZAAR
in its true hyper market model will offer all of the above for both leading brands and also
2001 - Three Big Bazaar stores launched within a span of 22 days in Kolkata,
2002 - Food Bazaar becomes part of Big Bazaar with the launch of the first store in
2003 - Big Bazaar enters Tier II cities with the launch of the store in Nagpur Big Bazaar
2004 - Big Bazaar wins its first award and national recognition. Big Bazaar and Food
Bazaar awarded the country’s most admired retailer award in value retailing and food
retailing segment at the India Retail Forum A day before Diwali, the store at Lower Parel
2005 - Initiates the implementation of SAP and pilots a RFID project at its central
warehouse in Tarapur Launches a unique shopping program: the Big Bazaar Exchange
Offer, inviting customers to exchange household junk at Big Bazaar Electronic Bazaar
Big Bazaar and ICICI Bank launched ICICI Bank-Big Bazaar Gold credit card program
2006 - Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1,37,367
shopping bill. The Sangli farmer becomes Big Bazaar’s largest ever customer. Big
Bazaar launches Shakti, India’s first credit card program tailored for housewives
Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping
portal Big Bazaar initiates the "Power of One" campaign to help raise funds for the Save
The Children India Fund Pantaloon Retail wins the International Retailer of the Year at
1. Holistic Advertisement which promotes the brand and creates awareness among
people.
There are Promotional Efforts even inside the store. Big Bazaar ensures
that no other Kirana Store / Departmental Store are offering considerable discount
compared to its own price. This has helped Big Bazaar in being the "Value for Money"
store.
1. Product
Big Bazaar offers a wide range of products which rangefrom apparels, food, farm
products, furniture, child care, toys,etc. Products of all the major brands are available at
Big Bazaar
2. Price
The tag-line is "Is se Sasta aur accha aur kahin nahi". They work on the model of
3. Place
Big Bazaar stores are located in 50 cities with 75 outlets.Big Bazaar has presence in
The various promotion techniques used at BigBazaar include "Saal ke sabse saste teen
din", Future Card (the card offers 3% discount) Brand Endorsement by M. S. Dhoni,
played a crucial role in building of the brand. Big Bazaar advertisements are seen in
5. People
6. Process
Multiple counters with trolleys to carry the items purchased. Proper display / posters of
7. Physical Evidence
It deals with the final deliverable or thedisplay of written facts. This includes the current
Spencer’s Retail has adopted promotional strategies to increase its brand visibility. It
advertises via print media in newspapers and brochures by giving informative details
about recent incentives. It has been the recipient of awards and accolades in multiple
categories like Most Admired Food & Grocery Retailer of the Year at Cocoa Cola
As part of its promotional strategy, Spencer’s offers incentives like Monsoon Dhamaka,
Discount Sale and Periodical Sales. It rewards its loyal customers through Smart
Rewards Program. A regular customer earns points on every purchase and can redeem
them after a certain sum is accumulated. Spencer’s Retail has launched Spencer’s Gift
Card as an ideal Gift for friends and family and it can be loaded with an amount of