PART-1 INDUSTRY PROFILE

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INDUSTRY PROFILE
INTRODUCTION TO RETAILING
The word ‗retail is derived from the French word ‗retailer‘, meaning cut a piece off or ‗to break bulk‘. In simple terms, it implies a first-hand transition with the customer. “Retailing is the sale of goods and services to the ultimate consumer for personal, family or household use.”

According to KOTLER
“Retailing includes all the activities involved in selling goods or services to the final consumers for personal, non business use”

Retailing can thus be defined as consisting of all such activities involved in the marketing of goods and services directly to the consumers for their personal, family or household use. Retailing involves a direct interface with the customer and the coordination of business activities from end to end, right from the concept or design stage of a product or offering, to its delivery and post delivery service to the customer. Retailer: Retailer can be defined as a dealer or trader who sells goods in small quantities, or one who repeats or relates. Manufactures: Manufactures business whose primary economic role is the production of goods. Wholesaler: Wholesaler, which acts as market intermediaries between producers and end users of products and services. Retail Market: Retail Market refers to a place where a group of consumers with similar needs and group of retailer meet using a similar retail format to satisfy those consumer needs. Retail Marketing: Retail Marketing can be defined as the process by which a retailer tries to identify the target market in order to satisfy the target market's needs and build up a sustainable competitive advantage.

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INDIAN RETAIL INDUSTRY
The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. Though initially, the retail industry in India was mostly unorganized, however with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30% annually The retail scenario in India is unique. Much of it is in the unorganized sector, with over 12 million retail outlets of various sizes and formats. Almost 96% of these retail outlets are less than 500 square feet in size, the per capital retail space India being 2 squre feet compared to the US figure of 16 square feet India‘s per capital retailing space is thus the lowest in the world. With more than 9 outlets per 1000 people, India has the largest number in the world. Most of them are independent and contribute as much as 96% to total retail sales. Because of the increasing number of the nuclear families, working women, greater work pressure and increased commuting time, convenience has become a priority for Indian consumers. They want everything under one roof for easy access and multiplicity of choice. This offers an excellent opportunity for organized retailers in the country which account for just 2% and modern stores 0.5% of the estimated US Dollar 180 billion worth of goods that are retailed in India every chain, Wal-Mart.

GROWTH OF INDIAN RETAIL INDUSTRY
According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India retail industry is the most promising emerging market for investment. In 2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12%. It is also expected to reach 22% by 2010. According to a report by North bride Capita, the India retail industry is expected to grow to US$ 700 billion by 2010. By the same time, the organized sector will be 20% of the total market share. It can be mentioned here that, the share of organized sector in 2007 was 7.5% of the total retail market. India is rapidly evolving into a competitive marketplace with potential target consumers in the niche and middle class segments. The market trends indicate tremendous growth opportunities. Global majors too are showing a keen interest in the Indian retail market. Over the years, international brands like marks and spencer, Samsonite, Lacoste, McDonald‘s, Swarovski, Domino‘s among a host of others have come into India through the franchise route following the
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relexation of FDI (Foreign Direct Investment) restrictions. Large Indian companies- among them the Tata, Goenka and the Piramal groups are investing heavily in this industry.

CHALLENGES FACING INDIAN RETAIL INDUSTRY
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The tax structure in India favors small business Lack of adequate infrastructure facilities High cost of real estate Dissimilarity in consumer groups Restrictions in Foreign Direct Investment Shortage of retail study options Shortage of trained manpower Low retail management skill

THE FUTURE
The retail industry in India is currently growing at a great pace and is expected to go up to US$ 833 billion by the year 2013. It is further expected to reach US$ 1.3 trillion by the year 2018 at a CAGR of 10%. As the country has got a high growth rates, the consumer spending has also gone up and is also expected to go up further in the future. In the last four year, the consumer spending in India climbed up to 75%. As a result, the India retail industry is expected to grow further in the future days. By the year 2013, the organized sector is also expected to grow at a CAGR of 40%

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PART-2 COMPANY PROFILE 5|P age .

Collection i. a largeformat home solutions store. a supermarket chain. The company operates 148 Big Bazaar stores. futurebazaar. Future Value Retail Limited will continue to deliver more value to its customers. a uniquely Indian hypermarket chain. blends the look. Big Bazaar. the company operates over 16 million square feet of retail space. aLL. a business group catering to the entire Indian consumption space. led by its format divisions. 169 Food Bazaar stores. The company‘s leading formats include Pantaloons. in over 70 cities across the country. 6|P age . operates Home Town. The company also operates an online portal. Top 10 and Star and Sitara. has over 1000 stores across 73 cities in India and employs over 30. covering an operational retail space of over 6 million square feet. among other formats. a chain of seamless destination malls. selling home furniture products and eZone focussed on catering to the consumer electronics segment.com. Big Bazaar and Food Bazaar. stakeholders and communities across the country and shape the growth of modern retail in India. This entity has been created keeping in mind the growth and the current size of the company‘s value retail business. Blue Sky. a chain of fashion outlets.Company profile Pantaloon Retail (India) Limited. Headquartered in Mumbai (Bombay). A subsidiary company. Home Solutions Retail (India) Limited. As a focussed entity driving the growth of the group's value retail business. Pantaloon Retail is the flagship company of Future Group. Future Value Retail Limited is a wholly owned subsidiary of Pantaloon Retail (India) Limited. is India‘s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Food Bazaar.000 people. convenience and quality and Central. Some of its other formats include Brand Factory. touch and feel of Indian bazaars with aspects of modern retail like choice. supply partners.

women‘s wear. home furnishings. cutlery. Big Bazaar is the place to be. books and music. Big Bazaar is continually striving to provide customers with a ‗complete‘ look. furniture. groceries and general merchandise. Leveraging on the company‘s inherent strength of fashion. If you are a fashion conscious buyer who wants great clothes at great prices. you will get the best products at the best prices from apparel to general merchandise like plastics. many more. Boasting of an impressive array of private labels. mumbai retail department. making Big Bazaar India‘s favorite shopping destination. grocery and fashion Kishore biyani pantaloon “isse sasta aur accha kahin nahi” Big Bazaar has clearly emerged as the favorite shopping destination for millions of its consumers.000 products under one roof that cater to every need of a family. aspirational appeal and service levels. Big Bazaar fashions has it all! 7|P age . utensils. it‘s success is a true testament to the emotional bonding it has established with the Indian consumer. Big Bazaar is the destination where you get products available at prices lower than the MRP. At Big Bazaar. car accessories. convenience and quality. sports goods.BIG BAZAAR Isse sasta aur accha kahin nahi! Type Founded Headquarter Industry Product Promoters Parent Punch line ::::::::hypermaket 2001 jogeswari . computer accessories and many. sportswear or party wear. Shop till you drop! Big Bazaar has democratized shopping in India and is so much more than a hypermarket. kids wear. So be it men‘s wear. on account of its value offerings. setting a new level of standard in price. across the country. you will find over 170. Big Bazaar has created a strong value-for-money proposition for its customers. crockery. which principally revolve around food. This highlights the uniqueness of Big Bazaar as compared to traditional hypermarkets. Here.

unique by its ambience. The best of everything offered with a seal of freshness and purity will definitely make your final buying decision a lot easier. Flagged off in April‘02. all at very economical and affordable prices without any compromise on quality. 8|P age . The western values of convenience. cleanliness and hygiene are offered through pre packed commodities and the Indian values of "See-Touch-Feel" are offered through the ―bazaar-like‖ atmosphere created by displaying staples out in the open. where the best of Western and Indian values have been put together to ensure your satisfaction and comfort while shopping. Food Bazaar is a chain of large supermarkets with a difference. At Food Bazaar you will find a hitherto unseen blend of a typical Indian Bazaar and International supermarket atmosphere.Food Bazaar Ab Ghar Chalaana Kitna Aasaan Food Bazaar invites you for a shopping experience.

Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High Street Phoenix 2003   Big Bazaar enters Tier II cities with the launch of the store in Nagpur Big Bazaar welcomes its 10 million-th customer at its new store in Gurgaon 2004   Big Bazaar wins its first award and national recognition.GROWTH AND EXPANSION OF BIG-BAZAAR Big Bazaar was launched in September. The Sangli farmer becomes Big Bazaar‘s largest ever customer. Bangalore and Hyderabad in 22 days. 2001 with the opening of its first four stores in Calcutta. Within a span of ten years. inviting customers to exchange household junk at Big Bazaar Electronic Bazaar and Furniture Bazaar are launched 2006    Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1. GROWTH 2001  Four Big Bazaar stores launched within a span of 22 days in 2002   Big Bazaar . there are now 148 Big Bazaar stores in 70 cities and towns across India.ICICI Bank Card is launched.367 shopping bill. 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 becomes the first to touch Rs 10 million turnover on a single day 2005    Initiates the implementation of SAP and pilots a RFID project at its central warehouse in Tarapur. Big Bazaar launches Shakti.37. Indore. India‘s first credit card program tailored for housewives Navaras – the jewellery store launched within Big Bazaar stores 9|P age . Launches a unique shopping program: the Big Bazaar Exchange Offer.

000 small and medium Indian manufacturers and entrepreneurs with around 200 million customers visiting its stores. Adjudged the most preferred Most Preferred Multi Brand Food & Beverage Chain.2007     The 50th Big Bazaar store is launched in Kanpur 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 US-based National Retail Federation convention in New York and Emerging Retailer of the Year award at the World Retail Congress held in Barcelona. Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop Big Bazaar connects over 30. It is voted among the top ten service brands in the country in the latest Pitch-IMRB international survey 2009    Big Bazaar opens its second store in Assam at Tinsukia Big Bazaar initiates Maha Annasantarpane program at its stores in South India – a unique initiative to offer meals to visitors and support local social organisations Big Bazaar captures almost one-third share in food and grocery products sold through modern retail in India 2010   Future Value Retail Limited is formed as a specialised subsidiary to spearhead the group‘s value retail business through Big Bazaar. Fashion@Big Bazaar Big Bazaar joins the league of India‘s Business Superbrands. 2008    Big Bazaar becomes the fastest growing hypermarket format in the world with the launch of its 101st store within 7 years of launch Big Bazaar dons a new look with a fresh new section. 10 | P a g e . Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. Food Bazaar and other formats.

Everywhere. Flow: to respect and understand the universal laws of nature. Valuing and Nurturing Relationships: to build long term relationships.conscious and committed to quality in whatever we do. Adaptability: to be flexible and adaptable. COUR VALUES          Indianness: confidence in ourselves. Openness: to be open and receptive to new ideas.GROUP VISION Future Group shall deliver Everything. We shall ensure that our positive attitude. 11 | P a g e . We shall infuse Indian brands with confidence and renewed ambition. Leadership: to be a leader. cost. both in thought and business. Respect & Humility: to respect every individual and be humble in our conduct. making consumption affordable for all customer segments – for classes and for masses. knowledge and information. to meet challenges. We shall be efficient. business and action. Introspection: leading to purposeful thinking. sincerity. Everytime for Every Indian Consumer in the most profitable manner. creating retail realty. humility and united determination shall be the driving force to make us successful. We will be the trendsetters in evolving delivery formats. Simplicity & Positivity: Simplicity and positivity in our thought. 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.

PART-3 SUMMER TRAINING PROJECT 12 | P a g e .

Operational Manager and other staff personnel was fruitful to me as it cleared many core concepts when it came to practical application. this has always been a thrust area for me. In other words. Sahara Ganj. working women. And almost 90% of them are less than 500 sq. while US has 16 sq. The market trend indicates tremendous growth opportunities. The buying behavior and lifestyle in India too are changing and the concept of ―value for money‖ is fast catching on in Indian retailing. ft. in size and the per capita retail space is only 2 sq. They ever want things under one roof for easy access and multiplicity of choice. Wal-Mart is now the world‘s largest corporation and has become the largest food retailer in the United States. This growth in retail sector is making the retailers powerful intermediates in the marketing channel. convenience has become a priority for Indian customers. retail is the buzz word of the Indian economy today. Because of increasing number of nuclear families. French based Carrefour is the world‘s second largest retailer. The growth and development of organized retailing is driven by two main factors. And it provides a wide range of products availability for the customers. I have chosen Big Bazaar retail chain for the summer training (on the job training) because Big Bazaar retail is very upcoming retail company which is continuously changing its activities with the change of time. That is why it attracted me to have summer training (on the job training) in Big Bazaar. I underwent on the job training at Big Bazaar. 13 | P a g e . The main objective of the project was to get practical training of what we have learnt theoretical in the classroom. Udaipur.INTRODUCTION Retailing is evolving into a global. Big Bazaar. Keeping in mind the rapid growth of Indian retail industry and its bright future. ft. Big Bazaar is the retail chain of Future Retail (India) Ltd. high-tech business. To execute the project. This is the evident from the expansion of the Pantaloons chain into the large format. Big Bazaar is at the top position in Indian retail industry. India has the largest number of outlet in world i. The interaction with the Store Manager. bridging the gap between manufactures and consumers. As a matter of fact. it was to get practical exposure of all the marketing skills and how to implement in the real situation.prices and benefits the customer can‘t resist. I wanted to understand their marketing activities and liked to relate how similar or dissimilar it is from what I have studied in marketing management.e. Lucknow. Retailing in developed countries is big business and better organized. As retail industry is growing at a high pace I wanted to have an overview of the subject. greater work pressure and greater commuting time. But the retail scenario in India is different much of it is in unorganized sector. ft. India is rapidly involving into a competitive market place with potential target consumers in the niche middle class segments. There are more than 12 million retail outlets of various sizes and formats. 9 outlets for 1000 people. Most of them are independent and contribute to the retail sales.

comments and suggestions about the store and its products. To know the customer queries. manufacturing process. To study the Key department of Big Bazaar. the training was for the practical aspects of the management skills and it was fruitful as the main objective of the project was fulfilled satisfactorily.OBJECTIVES AND SCOPE PRIMARY OBJECTIVE  To study the pricing and promotional activities of Big Bazaar. To look at the current trends in the Indian organized retail industry. I learnt about the store organization and different activities performed by staff personnel. operational viability. SECONDARY OBJECTIVES        To study the Retail Mix of Big Bazaar To study the Focus on various areas in planning To study the Potential and target market. To know about the marketing activities of the Big Bazaar done round the year. During the training period. 14 | P a g e . It may be use for industries profitability. Big Bazaar brings various schemes for the festival season and offers wide product choice to the customers. SCOPE The study is entirely based on ―THE STUDY OF PRICING AND PROMOTIONAL ACTIVITIES OF BIG BAZAAR.‖ When the project report is prepared it includes all the aspects of project like company‘s product and it‘s market.This helps the management to understand whether the project is practically possible or not. In fact.It may be useful for analyzing companies‘ relationship with their customer. its marketing projection .

ITC.Cola.child care. furniture. Allen Solly. Nokia. Coca. toys. HUL. HP etc. 15 | P a g e . food. Samsung. farm products.RETAIL MIXOF BIG BAZAAR Product: Big Bazaar offers a wide range of products which range from apparels. Pepsi. LG. P&G. etc of various brands like Levis.

the Express format over 15. and Durga Pooja).e. which     16 | P a g e . These stores are normally located in high traffic areas.000 sq ft. Promotional Pricing: Big Bazaar offers financing at low interest rate. Biyani is planning to invest around Rs 350 crore over the next one year expansion of Big Bazaar. e. or comparison shopping. Big Bazaar aims at starting stores in developing areas to take an early advantage before the real estate value booms. Pricing The pricing objective at Big Bazaar is to get ―Maximum Market Share‖.000 sq ft and the Super Centers set up over 1 lakh sq ft. waiting for discount promotions. 99. 49. Differentiated Pricing: Differentiated pricing i.futurebazaar. The combo-packs add value to customer and lead to increased sales.g. Big Bazaar also caters on Special Event Pricing (Close to Diwali. In order to gain a competitive advantage Big Bazaar has also launched a website www. difference in rate based on peak and non-peak hours or days of shopping is also a pricing technique used in Indian retail. Mr. Currently Big Bazaar operates in over 34 cities and towns across India with 116 stores.000-20. Wednesday Bazaar Bundling: It refers to selling combo-packs and offering discount to customers.) is also used to attract customers.g. The concept of psychological discounting (Rs. e.00045. Big Bazaar lays a lot of importance on bundling. Apart from the Metros these stores are also doing well in the tier II cities.com. etc. which is aggressively used by Big Bazaar. Gudi Padva. Rs.      Big Bazaar also promotes a number of in house brands like: DJ & C Tasty Treat Clean Mate Sensei Care Mate Koryo and 44 other brands. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22) 5kg oil + 5kg rice + 5kg sugar for Rs 599 Place: The Big Bazaar stores are operational across three formats — hypermarkets spread over 40. Pricing at Big Bazaar is based on the following techniques: Value Pricing (EDLP – Every Day Low pricing): Big Bazaar promises consumers the lowest available price without coupon clipping.

helps customers to orders products online which will be delivered to their doorstep. its price and offers. Process: Big Bazaar places a lot of importance on the process right from the purchase to the delivery of goods. This helps in saving a lot of time of its customers. There are multiple counters where bill can be generated for purchases made. Moreover boards are put up above the products which give information about the products. Promotion: The various promotion schemes used at Big Bazaar include: ―Saal ke sabse saste 3 din‖ Hafte ka sabse sasta din ―Wednesday bazaar‖ Exchange Offers ―Junk swap offer‖ Future card(3% discount) Shakti card Advertisement (print ad. Throughout the store there are boards/written displays put up which help in identifying the location of a product.000 people and employ around 500 more per month. Physical Evidence: Products in Big Bazaar are properly stacked in appropriate racks. 1000. Use scenario planning as a tool for quick decision making multiple counters for payment. radio) Brand endorsement by M. staff at store to keep baggage and security guards at every gate.S Dhoni and Asin People:            Well trained staff at stores to help people with their purchases Employ close to 10. TV ad. Well-dressed staff improves the overall appearance of store. 17 | P a g e . When customers enter the stores they can add the products they which to purchase in their trolley from the racks. makes for a customer-friendly atmosphere. There are different departments in the store which display similar kind of products. Big Bazaar stores are normally ‗U shaped‘ and well planned & designed. Big Bazaar also provides delivery of products over purchases of Rs.

The offer was valid till the 16th of March 2008 at the store. a typical thought is to seek it from bazaar where a complete range of products is available to the consumers. The store that would be launched had to offer value to the consumers. A western model had to be adapted to suits the needs of the Indian environment. The cost of time spent on travels and the cost of petrol in India would really become a plus point for the customers. As the store offers a large mix of products at a discounted price. newspaper (Rs 25 per kg). plastic ware. There were also direct exchanges on mobiles and electronic goods during the period with attractive discounts on new purchases. Under the exchange offer. 75 per kg). there was no real precedent in the Indian Market. In India. where the store was located in large area on the mid of the city would also really work in India. Keeping this in mind the concept of Big Bazaar was created. The key learning which came out of this exercise was that for a large store like Big Bazaar. furniture. Savings is to the key to the Indian middle class consumers. footwear/luggage (Rs. Some of the key pricing and promotional activities that are successfully employed by Big Bazaar are:The Great Exchange Offer Big Bazaar announced The Great Exchange Offer with a ―Bring anything old and take anything new‖ concept which started from the 16th of Feb 2008 at the Landmark store. The key question faced by the management was whether the low margins on the products would allow the company to sustain growth. tyres (Rs 50 per kg). The prices fixed by Big Bazaar were: clothes (Rs 200 per kg). With the aim of answer in order to allow the company decides on the right locations. old garments. The Big Bazaar outlets sold a variety of products at prices which were 5 to 60% lower than the market price. 100 per kg). newspapers or just about anything was weighed and valued and customers were given exchange coupons. The management decided to stick to the existing market places within the city as the western model of hypermarkets.PRICING AND PROMOTIONAL ACTIVITIES OF BIG BAZAAR At the time of the launch of Big Bazaar in Lucknow. Various local markets were studied to understand the product mix and the prices offered. a large catchments area was needed. The idea was to re-create a complete bazaar. when a customer needs something for home. Pet/beer bottles (Rs 15 per kg). These exchange values were found to be almost 4 to 5 times higher than the road side ―kabari 18 | P a g e . Price was the basic value proposition at Big Bazaar. plastics/utensils/leather goods (Rs. furniture (Rs 75 per kg) and others (Rs 20 per kg). utensils. The line ―Is Se Sasta Aur Accha Kahin Nahi‖ emphasized this. with a large product offering and to offer a good depth and width in terms of range. The customer could redeem the coupons before the due date on the condition that he/she shops four times the value of the coupon. the name Big Bazaar was finalized.

e. Therefore. Big Bazaar undertook the following ways to promote The Great Exchange Offer. Wednesday Bazaar offers clothes. this offer aimed at helping the housewife clean out the junk while getting a good value for it. The coupons availed by the customer were equivalent to a 25% discount on products that could be purchased under this offer. on different days during the period of the offer. Sony. Star One. Below the line activities for The Great Exchange Offer involved: • Sufficient visual merchandizing within the store that included danglers. Sabse Saste Teen Din (Big days) ―26 Jan Republic Day a National Holiday‖Big Bazaar Marketing Department gave a new thought on this day in 2006 they started a new shopping festival. Big Bazaar did it in its own way!! They showed this National holiday can be celebrate in festival mode . So the promotion was called Sabse Saste Teen Din. Wednesday Bazaar – Hafte ka sabse sasta din In January 2007. distribution of pamphlets. For the consumer. None of the retail industry was aware about this surprise shopping festival. Wednesday Bazaar is the ―Hafte 19 | P a g e . • Frequent announcements made by the staff inside the store at regular intervals. standees. • Road shows carried out by the Big Bazaar staff with announcements about the offer to make people aware. it is noted that the highest footfalls generated by these stores are mostly on the weekends or on national holidays. Above the line activities for The Great Exchange Offer involved: • TVC on popular entertainment channels like Star Plus. The Times of India. which gave details of the offer. this promotion campaign helped boosting sales during the period of February and March as it has been noticed that these months are dull months for consumer buying. • Newspaper ads in almost all the local dailies like Sakal. In the hypermarkets or supermarkets business. Big Bazaar introduced a Wednesday Bazaar concept called ―Hafte Ka Sabse Sasta Din‖ with the aim to give homemakers the power to save the most on this day of the week. while doing shopping Big bazaar throwed up to 65% of on each & every products in the store for three days. accessories and fashion jewellery and personal care products on greater discounts.wala‖. i. Sabse Saste Teen Din. it becomes very important for the retailer to plan certain offers in such a manner that it can attract people on the weekdays too. signages. Set Max. For Big Bazaar. For the customers.

and get coupons issued in exchange of the junk. 100 per kg). plastics/utensils/leather goods (Rs. standees. Star One. • Hoardings at ROADS. 75 per kg). Sakal and Times of India. "This offer will help the housewife clean out the junk while getting a good value for it. etc. furniture (Rs 75 per kg) and others (Rs 20 per kg). It is therefore. President (Marketing). Wednesday Bazaar is a concept.Ka Sabse Sasta Din‖ which the customers leverage on and for Big Bazaar. footwear/luggage (Rs. It has tried to do this in the following ways: Below the line activities for Wednesday Bazaar involves: • Visual merchandizing promoting the offer with the help of danglers. "Bring anything old and take something new". For which the aim is to inculcate in the minds of customers that every Wednesday is a day of greater savings at Big Bazaar. Big Bazaar's `junk' swap offer Big Bazaar is launching a promotional offer from Saturday. 20 | P a g e . Set Max. such as newspaper. A press release issued by the company says the customer can bring anything old."says Mr Sanjeev Agarwal. Pantaloon Retail (India) Ltd. For Big Bazaar. Punch Line: The punch line of Big Bazaar says ―IS SE SASTA AUR ACCHA KAHI NAHI‖. Pet/beer bottles (Rs 15 per kg). which it intends to run on a longterm basis. The customer can redeem the coupons before the due date on the condition that he/she shops four times the value of the coupon. incumbent on the brand to have the offer grow and create deep impact on the minds of the customers. newspaper (Rs 25 per kg). • Frequent announcements made by the staff inside the store on a regular basis. This line gives the feeling that Big Bazaar gives merchandise which is cheapest in the market or in other words the value for money which a customer will be getting here will be more than anywhere else. Wednesday Bazaar is an opportunity to maintain footfalls to its standards on weekdays too. The prices fixed by Big Bazaar are: clothes (Rs 200 per kg). Above the line activities for Wednesday Bazaar involves: • TVC on popular entertainment channels like Sony. Star Plus. tyres (Rs 50 per kg). with the slogan. signages. • Newspaper ads on Wednesday in the local dailies.

500 and a lifestyle proof like club membership card. etc. The range of discounts ranges from 5 to 60%. Although the store sells the products at a cheaper rates it does not compromises with the qualities of the products. The offers spread across categories from electronics to utensils. ICICI Bank Big Bazaar Gold Credit Card The card brings to you more reasons to save and earn rewards on its usage. were conducted in store in which the customers were provided special discounts. They are: ICICI Bank Big Bazaar Silver Credit Card It gives you the benefits of regular cards and additional features to make your shopping not only enjoyable but also a way to save more with Big Bazaar. Advertisement on Saturdays and Sundays: Big Bazaar usually runs a full page advertisement on Saturdays and Sundays in all the leading dailies communicating various offers. And get your ‗Shakti‘. and a Motorola C115 for Rs 1.Haftey Ka Sabse Sasta Din‖. Loyalty cards: Big bazaar in association with ICICI banks has launched loyalty cards for the customers. Shakti Card Shakti is a credit card for housewives. It gives you all the benefits of regular cards and additional features to make your shopping not only enjoyable but also a way to save more with Big Bazaar. You can use Shakti at all the Big Bazaar and Food Bazaar outlets Frequent Promotional Activities: Frequent promotional programs like ―Wednesday. This is done to attract crowds on weekends because most of the people usually shop during weekends. health club card etc. two Ruf n Tuf Jeans for Rs 499. from apparel to furniture and also food. ―Monthly Bachat‖. You need not submit income proof. ―Fashion Shows‖. ―Price Challenge‖.399. offers in addition to the normal discounts and offers 21 | P a g e .Maha Savings Day: The Maha Savings Day saw shoppers got deals they have never seen or heard before. Simply show your Big Bazaar bill of more than Rs. For example pressure cooker for Rs 299. Discount Selling: Big Bazaar sells all its products at a much cheaper price as compared to the local markets.

"Hindi . Fashion Shows: "FASHION @ BIG BAZAAR . etc.Stall ke bhaw balcony". The current campaign is starred by Brand Ambassador and Indian Cricket ODI Captain Mahendra Singh Dhoni.Rui er dame illish". These catch-phrases appeared on hoardings and newspapers in every city where Big Bazaar was launched. The catch-liners include "Hindi . Now-a-days. TV Ads: Kishore Biyani spends a lot of money in brand building exercise. 22 | P a g e . the techniques used are: Tag-line: Big Bazaar tag-lines are the key components of advertising. Brand Endorsement by Celebrity: Big Bazaar is always associated with celebrities for advertising and marketing of its brand name. The advertisement and brand building is done through various ways. organized a three-day Fashion Show on the streets of Bandra. Road-side Advertisements: Big Bazaar bill-boards are displayed on prime locations in various cities as a brand building exercise. Earlier Himesh Reshammiya and Sanath Jaisuriya were associated with Big Bazaar. Presently. Everybody understood and connected easily with these simple one-liners. The main purpose of this sort of activities is to generate in the dull days of the week or of the month. In an effort to take the Fashion to the masses. Big Bazaar. "Bengali . They display the catch-phrases now-a-days. Radio Ads: This technique is used in cities. This creates aura about the Big Bazaar brand in the minds of customers. it is replaced by advertisements on FM channels. Big Bazaar commercials are shown on various channels in India. Print Ads: Big Bazaar newspaper advertisements are present just before launch of any new scheme. the flagship hypermarket brand of retail chain of Future Group. Fashion@Big Bazaar commercial is aired. Mumbai. These tag-lines are modified according to demographic profile of customers.of the store.Desh Badla. This informs customers about all new happenings at Big Bazaar.Chane ke bhaw kaaju". Bhesh Badlo" is the latest invention of the Indian iconic brand. Advertising: Advertising is an essential component of brand building.

Some of the key brands in this portfolio include. and Home Décor categories. A bazaar is a place where a complete range of products is always available to the consumer. Dreamline.shops. For Food Bazaar. the name Big bazaar was finalized. a specialized subsidiary company of Future Group that was set up to create and build powerful brands that address the aspirations of the new Indian consumer. For Big bazaar. The line “Isse sasta aur achha kahin nahin” emphaised this. DJ&C. Evaluation is done every six months. THE STRATEGY OF BIG BAZAAR Saving is key to the Indian middle class consumer. This is true across India. In the food and home care segment brands include Tasty Treat. BRANDS OF BIG BAZAAR The Big Bazaar has built a strong portfolio of some of the fastest growing consumer brands in India. The idea was to re-create a complete bazaar. offers a wide range of products in kitchenware. the group‘s brands include Koryo and Sensei. bed & bath linen. The mind to market for the first store was just six months. A new trainee is put through a basic three day training program before going on the shop floor. with a large product offering (at times modified to suit local needs) and to offer a good depth and width in terms of range. had to offer value to the consumer. Keeping this in mind. a typical thought is to seek it from the bazaar. when a customer needs some thing for the home. which would be created. As the store would offer a large mix of products at a discounted price. In India. Fresh & Pure. which were 5 to 60 percent lower than the market price. 23 | P a g e . the concept of Big bazaar was created. The Big bazaar outlets sold a variety of products at prices. Support and ancillary services comprise another 400 people.800 people work for Big bazaar directly. present in the home segment. footwear and the shopin. a separate teem has been created which again works independently.MANAGEMENT STYLE OF BIG BAZAAR The organization structure for Big bazaar is flat in nature. Buffalo and RIG in the fashion and apparel space. About 1. Price was the basic value proposition at Big bazaar. This activity is led through Future Brands India Limited. Care Mate and Clean Mate. which includes gold. The store. Lombard. John Miller. Bare. the divisions are apparel. Premium Harvest. In consumer durables and electronics space. non apparel and the new business division.

STORE ORGANIZATION OF BIG BAZAAR Store Manager Assistant Store Manager Operational Manager Department Manager Additional Department Manager Team Leader Team Member 24 | P a g e .

which attract customers Maximum percent of footfalls converted in sales Huge investment capacity Biggest value retail chain in India It offers a family shopping experience. A no of branded products are still missing from Big Bazaar‘s line of products.g. Hypercity and D mart. where entire family can visit together. OPPORTUNITY    A lot of scope in Indian organized retail as it stands at approximately 4%. Reliance (Fresh and trends). More people these days prefer to visit big stores where they can find large variety under one roof THREATS     Competition from other value retail chains such as Shoprite. Van heusen. Increasing mall culture in India. Unorganized retail also appears to be a threat to Big Bazaar‘s business. Available facilities such as online booking and delivery of goods WEAKNESS       Unable to meet store opening targets on time Falling revenue per sq ft General perception: ‗Low price = Low quality‘ Overcrowded during offers Long lines at billing counters which are time consuming Limited only to value offering low price products. E.SWOT Analysis of Big Bazaar STRENGTHS          High brand equity enjoyed by Big Bazaar State of the art infrastructure A vast variety of stuff available under one roof Everyday low prices. A large population still prefers to visit local convenient stores for daily purchases Changing Government policies International players looking to foray India 25 | P a g e . Jockey.

The research work is exploratory in nature. it being an exploratory research. It is a process requiring care. and imagination for which there can be no mechanical substitutes. and inferences were drawn. Tools of Analysis: . Sampling Design: The convenience sampling is done because any probability sampling procedure would require detailed information about the universe. business judgment. Period of Study: This study has been carried out for a maximum period of 8 weeks. Convenient random sample of 100 respondents were asked to fill the questionnaire consisting of closed ended questions. Primary data was analyzed using simple percentages. 26 | P a g e . magazines. Respondents were randomly intercepted in the Big Bazaar.Methodology A structured questionnaire was used to collect primary data. which is not easily available further. Specific questionnaire is prepared for collecting data. Secondary data has been collected from journals. Sampling Size: The sampling size of the study is 100 users. experience. RESEARCH METHODOLOGY Technology and customers tastes and preferences plays a vital role in today‘s generation. Research Methodology is a set of various methods to be followed to find out various information‘s regarding market strata of different products. sophistication. Research Methodology is required for every industrial service industries for getting acquire knowledge of their products. Area of study: The study is exclusively done in the area of marketing.The market survey and the techniques for marketing and investment of finance is carried out by physically interacting with the potential customers in big bazaar. Research Design: . Data is collected with mere interaction and formal discussion with different respondents. Area sampling is used in combination with convenience sampling so as to collect the data from different regions of the city and to increase reliability. Data Collection: Data is collected from various customers through personal interaction. internet and other documented material. Sample Procedure: In this study ―convenience sampling procedure is used. It is a preliminary study based on primary data and the findings can be consolidated after a detailed conclusive study has been carried out. and is meant to provide the basic information required by research objectives. Convenience sampling is preferred because of some limitation and the complexity of the random sampling.

DATA ANALYSIS AND INTERPRETATION Q1. 20% from print media. a) b) c) d) Electronic media Word of mouth Print media Hoarding 30 40 20 10 45 40 35 30 25 20 15 10 5 0 Electronic media Word of mouth Print media Hoarding ANALYSIS & INTERPRETATION: Out of 100 respondent 40% people got information about Big Bazaar from word of mouth 30% from electronic media.Most of them get information about Big Bazaar from word of mouth. How you came to know about Big Bazaar. 10% from Hoardings. Maximum number of people get information about Big Bazaar from word of mouth 27 | P a g e .

37% people visit the store when they have some requirement and 25% are visited more than thrice.Q2. Most of them regularly visit big bazaar. In a month how many times you visit big bazaar? a) b) c) d) e) Once Twice Thrice More than thrice As per requirement 7 23 8 25 37 40 35 30 25 20 15 10 5 0 37 25 23 7 8 ANALYSIS & INTERPRETATION: Out of 100 respondent. 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. 28 | P a g e .

But 1% has outstanding shopping experience and 3% has bad shopping experience. Your shopping experience in big bazaar is always! a) b) c) d) e) outstanding Excellent Good Average Bad 1 21 43 32 3 45 40 35 30 25 20 15 10 5 0 outstanding Excellent 1 21 43 32 3 Good Average Bad ANALYSIS & INTERPRETATION: Out of 100 respondent.32% has average and 21% people has excellent.Q3. 43% people has good shopping experience in big bazaar. 29 | P a g e . Maximum numbers of people has a better experience of shopping in big bazaar.

Q4.Most of the people influenced by offer. Which of the following factors influence in your purchase decision? a) b) c) d) Offer Service Quality Effective advertisement 43 11 21 25 Offer Service Quality Effective advertisement 25 43 21 11 ANALYSIS & INTERPRETATION: Among 100 respondent 43 of them told that offer is responsible for their purchase decision and 9 of them told that service and 23 of them told that quality an only 25 of them told that effective advertisement. Maximum number of people influenced by offer in their purchase decision 30 | P a g e .

Discounts and offers served in big bazaar is good said by 36% customers. But 25% customers are not satisfied by Discounts and offers served in the big bazaar. Discounts and offers served in the big bazaar are excellent. 32% feel it is excellent and only 7% feel outstanding.(Especially in Big day) 31 | P a g e .   Maximum Customers are satisfied by Discounts and offers served in the big bazaar.Q5. Discounts and offers served in big bazaar is ! a) b) c) d) e) outstanding Excellent Good Average Bad 7 32 36 23 2 40 35 30 25 20 15 10 5 0 outstanding Excellent 7 32 36 23 2 Good Average Bad ANALYSIS & INTERPRETATION: Out of 100 respondents.

Most of the customer believed that promotions is responsible for their purchase decision 32 | P a g e .Q6. Looking at the promotions of food bazaar does your purchase pattern changes? Yes a) No b) 17 83 Yes No ANALYSIS & INTERPRETATION: Among 100 respondent 83 of them told that these promotional offers changes their purchase pattern and only 17 of them told do not change.

Most of the customer interested to buy in Monthly Bachat Bazaar offer 33 | P a g e . and column chart depicted above.B. the distribution of the consumers is evident. Of the 100 respondents who answered the questionnaire.50% customers purchase decision are effected by M. During which offer you shop most? Wednesday Bazaar a) Monthly Bachat Bazaar b) Weekend offers c) 30 50 20 60 50 40 30 20 10 0 Wednesday Bazaar Monthly Bachat Bazaar Weekend offers ANALYSIS & INTERPRETATION: From the table.Q7.B(Monthly Bacaht Bazaar) 30% are influenced by Wednesday Bazaar and only 20% got influenced by weekend offers.

34 | P a g e . Maximum numbers of people has a better experience of shopping in offer days.Q8. But 3% has outstanding shopping experience and 4% has bad shopping experience. In offer days the shopping experience in the store is! a) b) c) d) e) outstanding Excellent Good Average Bad 3 29 39 25 4 39 40 35 30 25 20 15 10 5 0 outstanding Excellent Good Average Bad 3 4 29 25 ANALYSIS & INTERPRETATION: Out of 100 respondents. Some customer do not enter in store due to heavy rush. 25% has average and 29% people has excellent. 39% people have good shopping experience in big bazaar.

Q9. satisfactory according 40% of the respondent rest 16% are not satisfied with it. Customers are satisfied with Product display and signage in the store. Product display and signage in the store is ! a) b) c) d) e) outstanding Excellent Good Average Bad 40 40 35 30 25 20 15 10 5 0 outstanding Excellent Good Average Bad 8 2 14 36 8 36 40 14 2 ANALYSIS & INTERPRETATION: Product display and signage in the store is highly satisfactory according to 44% of the respondent. 35 | P a g e .

Most of the customer interested to buy under unexpected offers. 36 | P a g e .Q10. Would you like to make your purchase under unexpected offers? a) b) Yes No 94 6 Yes No 6% 94% ANALYSIS & INTERPRETATION: Among 100 respondents 94 of them they are interested to buy products under unexpected offers and only 6 of them told that they do not buy.

Most of the respondent they would like to advise others in future shopping. Will you advise anybody to visit Big bazaar in your future shopping? a) b) Yes No Yes No 78 22 22% 78% ANALYSIS & INTERPRETATION: Among 100 respondents 78 of them told that they will advise others to visit to food bazaar of big bazaar in future shopping and only 22 of them told that they do not advise.Q11. 37 | P a g e .

Most of consumers are interested to buy products under unexpected offers  Most of the customer believed that promotions is responsible for their purchase decision RECOMMENDATIONS  Proper signage should be there so that customer can locate the products easily  Various schemes and offers can be provided to them and attract new customers (Use pull strategy). In offer days the store management is good.  Some respondents replied half heartedly. RECOMMENDATIONS & LIMITATIONS OF THE SURVEY FINDINGS       Store performing well in attracting the customers. 38 | P a g e .  The survey was conducted in very general way as no other variable such as their education level. Big bazaar provides better shopping experience.  Proper signage should be there so that customer can locate the products easily. Discounts and offers doing well in the store. LIMITATIONS  Time limit is the major constraint. occupation and sex.FINDINGS.  Some respondents gave incomplete information.  To increase more footfalls more promotional activities must be carried out. Product display and signage is good.  Findings are related to particular areas.  Proper training should be provided to sales person so that they can deal with the customer efficiently.  The result and analysis based on the customer survey method and small sample size has taken only 100  Some respondents refuse to co-operate. Increase in the number of footfalls will lead to increase in sales.  There should be proper assortment of various product categories.  The figures have been taken as approximations.

co.retailindia.com  www.wikimedia. Kothari) Retailing Management (Levy & weitz) Marketing Management (Philip Kotler) WEB SITES:  www.in 39 | P a g e .BIBLIOGRAPHY BOOK REFERRED: Research methodology (C.pantaloon.google.com  www.com  www.R.

Electronic media Word of mouth Print media Hoarding Q2.How you came to know about Big Bazaar. Please provide relevant information by filling this questionnaire to make my survey more comprehensive.ANNEXTURE-1 PERSONAL INFORMATION Dear sir/ Madam. All details from your part will be kept confidential. Which of the following factors influence in your purchase decision? Offer Service Quality Effective advertisement 40 | P a g e . I Prabudha Tripathi student of Institute Of Management Sciences. In a month how many times you visit big bazaar? Once Twice More than thrice As per requirement Q3. NAME: AGE: GENDER: Below 18 Male 18-40 OCCUPATION: 40-60 Above 60 Female QUESTIONNAIRE Q1. Your shopping experience in big bazaar is always! Outstanding Excellent Good Average Q4.University Of Lucknow conducting a survey on ―Pricing and Promotional Activities at Big Bazaar‘‘ This survey is a part of my partial fulfillment of MBA (RM) course.

Will you advise anybody to visit Big bazaar in your future shopping? Yes No (Signature) Thanking you for filling up this questionnaire 41 | P a g e . During which offer you shop most? Wednesday Bazaar Monthly Bachat Bazaar Weekend Offers Q8.Q5. Looking at the promotions of food bazaar does your purchase pattern changes? Yes No Q7. Product display and signage in the store is ! Outstanding Excellent Good Average Bad Q10. Would you like to make your purchase under unexpected offers? Yes No Q11. Discounts and offers served in big bazaar is ! Outstanding Excellent Good Average Bad Q6. In offer days the shopping experience in the store is! Outstanding Excellent Good Average Bad Q9.

Retailer of the Year(Food and Grocery) Big Bazaar-Retailer of the Year(Value Retailing) Images Retail Awards 2004 Food Bazaar.Consumer's Choice: Big Bazaar. Most Admired Food & Grocery Retailer of the Year – Supermarkets: Food Bazaar. Beverages & Grocery: Future Group.Retailer of the Year(Food and Grocery) Big Bazaar-Retailer of the Year(Value Retailing) 42 | P a g e .Dynamic Growth in Network Expansion across Food. Most Admired Food & Grocery Retailer of the Year . Most Admired Retailer of the Year . Images Retail Awards Most admired retailer of the year: Large format.Big Bazaar Indian Retail Forum Awards 2008 Most Admired Retailer (Hypermarket) – Big Bazaar The INDIASTAR Award 2008 Food Bazaar: Best Packaging Innovation Coca-Cola Golden Spoon Awards 2008 Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani. multi product store: Big Bazaar Most admired retailer of the year: Food and Grocery: Food Bazaar Reader’s Digest Trusted Brands Platinum Awards Trusted Brands Platinum Award (Supermarket Category) – Big Bazaar CNBC Awaaz Consumer Awards Most Preferred Large Food & Grocery Supermarket – Big Bazaar Images Retail Awards Best Value Retail Store – Big Bazaar Best Retail Destination – Big Bazaar Best Food & Grocery Store – Food Bazaar Reader’s Digest Awards Platinum Trusted Brand Award .Hypermarkets: Big Bazaar. Most Admired Food & Grocery Retailer of the Year .Most Admired Food & Grocery Retailer of the Year : Private Labels – Food Bazaar Coca-Cola Golden Spoon Awards 2010 Most Admired Food & Grocery Retailer of the Year : Large Formats – Big Bazaar CNBC Awaaz Consumer Awards 2009 Most Preferred Multi Product Chain .Big Bazaar Images Retail Awards 2004 Food Bazaar.Big Bazaar Most Preferred Multi Brand Food & Beverage Chain .ANNEXTURE-2                       AWARDS AND RECOGNITION Golden Spoon Awards 2011 .

Big Bazaar Most Preferred Multi Brand Food & Beverage Chain .Big Bazaar Images Retail Awards 2004 1|Page . Beverages & Grocery: Future Group.Hypermarkets: Big Bazaar. Most Admired Retailer of the Year . Most Admired Food & Grocery Retailer of the Year . Most Admired Food & Grocery Retailer of the Year – Supermarkets: Food Bazaar. multi product store: Big Bazaar Most admired retailer of the year: Food and Grocery: Food Bazaar Reader’s Digest Trusted Brands Platinum Awards Trusted Brands Platinum Award (Supermarket Category) – Big Bazaar CNBC Awaaz Consumer Awards Most Preferred Large Food & Grocery Supermarket – Big Bazaar Images Retail Awards Best Value Retail Store – Big Bazaar Best Retail Destination – Big Bazaar Best Food & Grocery Store – Food Bazaar Reader’s Digest Awards Platinum Trusted Brand Award . Images Retail Awards Most admired retailer of the year: Large format.No (Signature) Thanking you for filling up this questionnaire ANNEXTURE-2 • • • • • • • AWARDS AND RECOGNITION • • • • • • • • • • • • Golden Spoon Awards 2011 . Most Admired Food & Grocery Retailer of the Year .Most Admired Food & Grocery Retailer of the Year : Private Labels – Food Bazaar Coca-Cola Golden Spoon Awards 2010 Most Admired Food & Grocery Retailer of the Year : Large Formats – Big Bazaar CNBC Awaaz Consumer Awards 2009 Most Preferred Multi Product Chain .Big Bazaar Indian Retail Forum Awards 2008 Most Admired Retailer (Hypermarket) – Big Bazaar The INDIASTAR Award 2008 Food Bazaar: Best Packaging Innovation Coca-Cola Golden Spoon Awards 2008 Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani.Consumer's Choice: Big Bazaar.Dynamic Growth in Network Expansion across Food.

Retailer of the Year(Food and Grocery) Big Bazaar-Retailer of the Year(Value Retailing) 1|Page .Retailer of the Year(Food and Grocery) Big Bazaar-Retailer of the Year(Value Retailing) Images Retail Awards 2004 • Food Bazaar.• • Food Bazaar.

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