A Study On Effectiveness of Advertisement Carried Out - by Big Bazaar

“A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
BY BIG BAZAAR AT HYDERABAD”
CONTENTS
 EXECUTIVE SUMMARY 4–5
 ABOUT INDUSTRY 6 - 22
 COMPANY PROFILE 23 - 35
 RESEARCH METHODOLOGY 36 - 43
 DATA ANALYSIS 44 – 68
 FINDINGS 69 – 71
 SUGGESTIONS 72
 CONCLUSION 73
 BIBLIOGRAPHY
 APPENDICES
Page 1
EXECUTIVE SUMMARY
Indian retail sector is witnessing one of the most hectic Marketing activities of all times.
The companies are fighting to win the hearts of customer who is said God by the
business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. In
India, that advantage goes to “BIG BAZAAR”. It has brought about many changes in the
buying habits of people. It has created formats which provide all items under one roof at
low rates, or so it claims. In this project, we will study its marketing strategies and
effectiveness of advertisement.
The research titled “A study on effectiveness of advertisement carried out by

BIG BAZAAR at Hyderabad”, helps us to understand the effectiveness of
Advertisement, on the customers to visit the outlet. The study of Advertisement helps us
to know the strategies to conduct them & how to make them more effective in attracting
more & more customers.
The report deals with the impact of Advertisement on attracting customers

towards the outlet and making customers to buy more.
The research was carried out as per the steps of Marketing Research. The well
supportive objectives were set for the study. To meet the objectives primary research was
undertaken. The data collection approach adopted was survey research. The instrument
used for the data collection was questionnaire. The target respondents were the visitors
of BIG BAZAAR, with the sample size of 100 for the study of Advertisement of the
company.
As per the study, most of the people were aware & attracted by the Advertisement
carried out of BIG BAZAAR..
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Topic of the study
“A study on effectiveness of advertisement carried out by BIG BAZAAR at

Hyderabad”
Objectives
To know the different Medias used by BIG BAZAAR for advertisement.
To determine the effectiveness of each media.
To study consumer perception towards advertisements of Big Bazaar.
To understand schemes & offers provided by Big Bazaar.
To know the impact of advertisements on sales.
Need for the study

In the generation retail shopee are served as evidence so as to carry the
transaction, signing and becomes hectic activity. The companies are always striving to
win the customers heart and the customers by the business man are said to be king and
the king never bargains.
As bigbazaar is the retail shopee and a departmental store to rise the money in a
conservative manner i.e they have been assembeled with a punch line “Isse sasta aur
accha kahin nahi”. They come out with many offers as per the customer needs and
benefits.
Promotional activity plays a very prominent role to make aware of the things in
market, to attract customers, to sell products and this study of promotional activity help to
give a clear idea.
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4. Scope for the study
The range of perception , the inquiry, the investigation has been minutely studied only
to the activity of big bazaar.
Research Technique
The data was collected through,
Survey research:
A well structured questionnaire were prepared for customers of BIG BAZAAR for
vaifying the effectiveness of advertisement.
SOURCES OF DATA:
Market research requires two types of data i.e. secondary data and primary data. Primary
data has been used abundantly for the study. Well structured questionnaires were
prepared & the survey was undertaken.
There is also a use of secondary data, collected from the various journals, books, websites
& from company managers.
Sampling Method:
Sample size taken for the survey is 100.
Sample unit:
The customers of BIG BAZAAR, Hyderabad.
Sample frame:
Population of Hyderabad city.
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Hypothesis testing
Ho- more than or equal to 70% people are aware of Big Bazaar advertisements.
H1-less than 70% people are aware of Big Bazaar advertisements.
ANALYSIS OF THE COLLECTED INFORMATION:
This involved converting raw data into useful information. It involved tabulation of data,
using statistical measures on them for developing frequency distributions & calculating
the averages.
RESEARCH FINDINGS:
The research findings and personal experience is used to propose recommendations.
5. Limitations
1. Survey is restricted.
2. The period for the research is not enough to study in depth.
3. The statements of the results generated from the questions that were submitted to
one or more persons is done on the assumption that the respondents have revealed
the correct information that may not be so with all respondents.
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HYPOTHESIS
TESTING
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Hypothesis means assumption Statistical hypothesis means assertion or conjecture

about parameter or parameters of a population. Statistical hypothesis are based on the
concept of proof by contradiction. Here we selected null hypothesis I .e
Hypothesis is tested with the help of questionnaire the Ho states that more than or
equal to 70% of respondent are getting information about big bazaar by TV adds. As per
data collected 66 out of 100 respondents are getting information about big bazaar.
Null Hypothesis=Ho-More than or equal to 70% of people are getting information about
big bazaar by TV adds.
Alternative hypothesis-H1= Less than 70% of people are getting information about big
bazaar by TV adds.
Using Z TEST we can prove this
P = 0.70
n = sample size = 100
a (alpha) = 5% level of confidence
P= Population proportion
Po= Sample proportion
S=Standard error
Z = 1.64 (referring table)
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S= P(1-P)
n-1
= 0.70 (1-0.70)
100-1
S = 0.04605
Po = 66/100
=0.66
Z = Po –P
S
= 0.66 – 0.70 = -0.8695

0.0046
C0NCLUSION: Accept Ho because it falls under confidence level i.e. Negative critical
region. It states that less than 70% people are getting information about big bazaar by TV
adds.
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Review Of Literature
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Object of Advertising
Advertising objectives of all business are to makes profits and a merchandising concern
can do that by increasing its sales at remunerative prices. This is possible, if the product
is widely polished to be audience the final consumers, channel members and industrial
users and through convincing arguments it is persuaded to buy it. Publicity makes a thing
or an idea known to people. It is a general term indicating efforts at mass appeal. As
personal stimulation of demand for a product service or business unit by planting
commercially significant news about it in a published medium or obtaining favourable
presentation of it upon video television or stage that is not paid for by the sponsor.
On the other hand, advertising denotes a specific attempt to popularize a specific product
or service at a certain cost. It is a method of publicity. It always intentional openly
sponsored by the sponsor and involves certain cost and hence is paid for. It is a common
form of non- personal communication about an organisation and or its products idea
service etc. that is transmitted to a target audiences through a mass medium. In common
parlance the term publicity and advertising are used synonymously.
What is Advertising :
The word advertising is derived from the Latin word viz, "advertero" "ad" meaning
towards and "verto" meeting towards and "verto" meaning. "I turn" literally specific
thing".
Simply stated advertising is the art "says green." Advertising is a general term for and all
forms of publicity, from the cry of the street boy selling newspapers to the most celebrate
attention attracts device. The object always is to bring to public notice some articles or
service, to create a demand to stimulate buying and in general to bring logethel the man
with something to sell and the man who has means or desires to buy".
Advertising has been defined by different experts. Some of the quoted definition are :
American marketing association has defined advertising as "any paid form of non
personal presentation and promotion of ideas, goods or services by an identified sponsor.
The medium used are print broad cast and direct.
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Stanton deserves that "Advertising consists of all the activities involved in presenting to a
group a non- personal, oral or visual openly, sponsored message regarding a product,
service, or idea.
This message called an advertisement is disseminated through one or more media and is
paid for by the identified sponsor.
Advertising is any paid form of non – personal paid of presentation of ideas goods or
services by an identified sponsor.
Advertising is a "non- personal paid message of commercial significance about a product,
service or company made to a market by an identified sponsor.
In developing an advertising programme, one must always start by identifying the market
needs and buyer motives and must make five major decisions commonly referred as 5M
(mission, money message, media and measurement) of advertising.
Basic Features of Advertising
On the basis of various definitions it has certain basic features such as :
1. It is a mass non-personal communication.
2. It is a matter of record.
3. It persuades buyers to purchase the goods advertised.
4. It is a mass paid communication.
5. The communication media is diverse such as print (newspapers and magazines)
6. It is also called printed salesmanship because information is spread by means of the
written and printed work and pictures so that people may be induced to act upon it.
Functions of Advertisin
For many firms advertising is the dominant element of the promotional mix – particulars
for those manufacturers who produce convenience goods such as detergent, non –
prescription drugs, cosmetics, soft drinks and grocery products. Advertising is also used
extensively by maters of automobiles, home appliances, etc, to introduce new product
and new product features its uses its attributes, pt availability etc.
Advertising can also help to convince potential buyers that a firms product or service is
superior to competitors product in make in quality, in price etc. it can create brand image
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and reduce the likelihood of brand switching even when competitors lower their prices or
offer some attractive incentives.
Advertising is particularly effective in certain other spheres too such as :
i) When consumer awareness of products or service is at a minimum.
ii) When sales are increasing for all terms in an industry.
iii) When a product is new and incorporates technological advance not strong and.
iv) When primary buying motive exists.
It performance the following functions :
i) Promotion of sales
ii) Introduction of new product awareness.
iii) Mass production facilitation
iv) Carry out research
v) Education of people.
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TYPES OF ADVERTISING
Broadly speaking, advertising may be classified into two categories viz.,

a.product and
b.institutional advertising.
a) Product Advertising
The main purpose of such advertising is to inform and stimulate the market about the
advertisers products of services and to sell these. Thus type of advertising usually
promote specific, trended products in such a manner as to make the brands seam more
desirable. It is used by business government organization and private non-business
organizations to promote the uses features, images and benefits of their services and
products. Product advertising is sub-divided into direct action and indirect action
advertising, Direct action product advertising wages the buyer to take action at once, ice
he seeks a quick response to the advertisement which may be to order the product by
mail, or mailing a coupon, or he may promptly purchase in a retail store in response to
prince reduction during clearance sale.
Product advertising is sub-divided into direct & indirect action advertising & product
advertising aims at informing persons about what a products is what it does, how it is
used and where it can be purchased. On the other hand selective advertising is made to
meet the selective demand for a particular brand or type is product.
b) Institutional Advertising :
It is designed to create a proper attitude towards the sellers to build company image or
goodwill rather than to sell specific product or service. Its purpose is to create a frame of
mind and to implant feeling favourable to the advertisers company. Its assignment is to
make friends for the institution or organization.
It is sub-divided into three categories :
i. patronage,
ii. public relations and
iii. iii. public service institutional advertising.
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i) In patronage institutional advertising the manufacturer tells his prospects and

customer about himself his policies and lives personnel. The appeals to the patronage
motivation of buyers. If successful, he convince buyers that his operation entitles him to
the money spent by them.
ii) Public relations institutional advertising is used to create a favourable image of the
firm among employees, stock-holders or the general public.
iii) Public service institutional advertising wages public support.
c) Other Types :
The other types are as follows :
i) Consumer advertising
ii) Comparative advertising
iii) Reminder advertising
iv) Reinforcement advertising
ADVERTISING OBJECTIVES
The long term objectives of advertising are broad and general, and concern the
contribution advertising should make to the achievement of overall company objectives.
Most companies regard advertisingly main objective as hat of proving support to personal
selling and other forms of promotion. But advertising is a highly versatile
communications tools and may therefore by used for achieving various short and long
term objectives. Among these objectives are the following :
1. To do the entire selling job (as in mail order marketing).
2. To introduce a new product (by building brand awareness among potential buyers).
3. To force middlemen to handle the product (pull strategy).
4. To build brand preference 9by making it more difficult for middleman to sell
substitutes).
5. To remind users to buy the product (retentive strategy).
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6. To publicize some change in marketing strategy (e.g., a price change, a new model
or an improvement in the product).
7. To provide rationalization (i.e. Socially acceptable excuses).
8. To combat or neutralize competitors advertising.
9. To improve the moral of dealers and/or sales people (by showing that the company
is doing its share of promotion).
10. To acquaint buyers and prospects with the new uses of the product (to extend the
PLC).
BENEFITS
The functions of advertisement, and that purpose its ethics, may be discussion below :
1. It leads to cheaper prices. "No advertiser could live in the highly competitive arena
of modern business if his methods of selling were more costly than those of his rivals."
2. It acquaints the public with the features of the goods and advantages which buyers
will enjoy.
3. It increases demand for commodities and this results in increased production.
Advertising :
a) Creates and stimulates demand opens and expands the markets;
b) Creates goodwill which loads to an increase in sales volume;
c) Reduces marketing costs, particularly product selling costs.
d) Satisfied consumer demands by placing in the market what he needs.
4. It reduces distribution expenses in as much as it plays the part of thousands of
salesman at a home. Information on a mass scale relieves the necessity of expenditure on
sales promotion staff, and quicker and wider distribution leads to diminishing of the
distribution costs.
5. It ensures the consumers better quality of goods. A good name is the breath of the
life to an advertiser.
6. By paying the way for large scale production and increased industrialization,
advertising contributes its quota to the profit of the companies the prosperity of the
shareholder the uplifts of the wage earners and the solution of he unemployment problem.
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7. It raises the standard of living of the general public by impelling it to use to

articles of modern types which may add to his material well being. "Modern advertising
has made the luxuries of yesterday the necessities of today ..................... It is a positive
creative force in business. It makes two blades of grass grow in the business world where
one grew before.
8. It establishes the goodwill of the concern for the test articles produced by it and in
course of time they sell like not cakes consumer search for satisfaction of their needs
when they purchase goods what they want from its beauty, superiority, economy,
comfort, approval, popularity, power, safety, convenience, sexual gratification and so on.
The manufactures therefore tries to improve this goodwill and reputation by knowing the
buyer behaviour.
To sum up it may be said that advertising aims at committing the producers, educating
the consumer, supplementing the salesman converting the producer and the dealer to
eliminate the competitor, but above all it is a link between the produce and the consumer.
WHY & WHEN TO ADVERTISE
Advertising as a tool to marketing not only reaches those who buy , but also those whose
opinions or authority is counted for example a manufacturer of marble tiles and building
boards advertises not only to people who intend to build houses but also to architect and
engineers. While the manufacturers of pharmaceuticals products advertise to doctors as
well as to the general public. At time it is necessary for a manufacturer or a concern to
advertise things which it does not sell but which when sold stimulates the sales of its own
product. There are concerns like electric heaters, iron etc. because the use of these
increases the demand for their products.
Advertising should be used only when it promises to bring good result more
economically and efficiently as compared to other means of selling. There are goods for
which much time and efforts are required in creating a demand by sending salesman to
prospective buyers than by simply advertising them. In the early days of the cash register
in America it was sold by specially trained salesman who called on the prospective users
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and had the difficult task of convincing them that they could no longer carry on with the
old methods, and that they urgently needed a cash register. In our country certain
publishers have found it less costly to sell their books by sending salesman from house to
house among prospective buyers than to advertise them. In these two examples the cost
of creating demand would be too high if attempted by advertising alone under such
circumstances advertising is used to make the salesman acceptable to the people they call
upon to increase the confidence of the public in the house. Naturals when there are good
profits competitors will be attracted and they should be kicked out as and when sufficient
capital is available by advertising on a large scale. Immediate result may not justify the
increased expenditure but it will no doubt secure future sales.
DESIGNING ADVERTISING CAMPAIGN :
An advertising is an organized series of advertising messages. It has been defined as "a
planned, co-ordinate series of promotional efforts built around a central theme and
designed to reach a specified goals." In other words, it is an orderly planned effort
consisting of related but self – contained and independent advertisements. The campaign
may appear in one more media . it has single theme or keynote idea and a single objective
or goal. Thus, "a unified theme of content provides psychological continuity throughout
the campaign while visual and oral similarity provide physical continuity. In short run, all
campaign want pre-determined psychological reaction in the long run, practically all
campaigns have sales goal.
The series of advertisements used in the campaign must be integrated with the sales
promotional efforts and with the activities of the sales force.
Campaign vary in length some may run only for a few days, other for weeks, yet other for
a season or the entire year. Usually a range of 3 to 6 months includes many campaigns.
Many factors influences campaign length such as competitors advertising media, policies,
seasonal falls curves of the product involved, the size of the advertising funds, campaign
objectives and the nature of the advertisers marketing programme.
STAGES IN ADVERTISING CAMPAIGN
Several steps are required to developed an advertising campaign the number of stages and
exact order in which they are carried out may vary according to an organisations
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resources, the nature of its product and the types of audiences to be reached. The major
stages/step are :
1. Identifying and analyzing the advertising.

2. Defining advertising objects.
3. Creating the advertising platform.
4. Determining the advertising appropriation.
5. Selection media plan.
6. Creating the advertising message.
7. Evaluating the effectiveness of advertising.
8. Organizing of advertising campaign.
1. Identifying & Analyzing the Advertising target :
Under this step it is to decided as to whom is the firm trying to reach with the message.
The advertising target is the group of people towards which advertisements are aimed at
four this purpose complete information about the market target i.e. the location and
geographical location of the people, the distribution of age, income, sex, educational
level, and consumers attitudes regarding purchase and use both of the advertising product
and competing products is needed with better knowledge of market target, effective
advertising campaign can be developed on the other hand, if the advertising target is not
properly identified and analyzed the campaign is does likely to be effective.
2 . Determining the advertising objectives :
The objectives of advertisement must be specifically and clearly defined in measurable
terms such as "to communicate specific qualities about a particulars product to gain a
certain degree of penetration in a definite audience of a given size during a given period
of time", increase sales by a certain percentage or increase the firms market shares."
The goals of advertising may be to :
i) Create a favourable company image by acquainting the public with the services
offered available to the employees and its achievements.
ii) Create consumers or distributor awareness by encouraging requests providing
information about the types of products sold; providing information about the benefits to
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be gained from use of the company's products or services; and indicating how product (or
services) can be used;
iii) Encourage immediate sales by encouraging potential purchasers through special
sales contests, getting recommendation of professional people about company's products
etc.
iv) It secures action by the reader through associating ideas, repetition of the same
name in different contexts, immediate action appeal.
3. Creating the Advertising platform :
An advertising platform consists of the basic issues or selling points that an advertiser
wishes to include in the advertising campaign. A single advertisement in an advertising
campaign may contain one or more issues in the platform. A motorcycle producers
advertising platform should contain issues which are of importance to consumers filling
and such issues also be those which the competitive product do not posses.
4. Determining the Advertising Appropriation:
The advertising appropriation is the total amount of money which marketer allocates. For
advertising for a specific time period. Determining the campaign budget involves
estimating now much it will cost to achieve the campaigns objectives. If the campaign
objectives are profit relating and stated quantitatively, then the amount of the campaign
budget is determined by estimating the proposed campaigns effectiveness in attaining
them. If campaigns object is to build a particular type of company image, then there is
little basis for predicting either the campaigns effectiveness or determining the budget
required.
5. Selecting the Media :
Media selection is an important since it costs time space and money various factors
influence this selection, the most fundamental being the nature of the target market
segment, the type of the product and the cost involved. The distinctive characteristics of
various media are also important. Therefore management should focus its attention on
media compatibility with advertising objectives.
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Media Form
1. Press Advertising or Print
i) Newspapers City, Small town, Sundays, Daily, weekly,

Fortnightly, quarterlies, financial and
annuals, English, vernacular or regional
languages.
ii) Magazines General or special, illustrated or otherwise,

English, Hindi, Regional language.
iii) Trade & Technical Journals, Industrial year Circulated all over the country and among
books, commercial, directories, telephone, the industrialist and business magnates.
Directories, references books & annuals.
2. Direct Mail Circulars, catalogues, leaflets, brochures,

booklets, folders, colanders, blotters,
diaries & other printed material.
3. Outdoor or Traffic Poster and bills on walls, railways stations

platforms outside public buildings trains,
buses.
4. Broadcast or radio and T.V. Spot, Sectional or national trade cost
5. Publicity Movie Slides and films non theatrical and

documentary films metal plates and signs
attaches to trees.
6. House to house Sampling , couponing, free gifts, novelties,

demonst-rations.
7. Dealer aids Counter and widows display demonstration

given by retailer or the advertises goods.
8. Internet
Today, Internet is a big spot for advertising.
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6. Creating the Advertising Messages :

This is an important stage of advertising campaign. The contents of the message has to be
very carefully drafted in the advertisement. Characteristics of person in the advertising
target influence the message content and form. An advertisers must use words, symbols
and illustration that are meaningful, familiar and attractive to those persons. The type of
media also influence the content and form of the message.
7. Evaluating the Effectiveness of Advertising :
The effectiveness of advertising is measured for a variety of reasons :
a) To determine whether a campaign accomplished its advertising objects.
b) To evaluate the relative effectiveness of several advertisements to ascertain which
copy, illustrations or layout is best.
c) To determine the strengths and weaknesses of various media and media plans.
In other words, measuring advertising effectiveness is needed to determine whether
proposed advertisement should be used and if they will be now they might be improved;
and whether going campaign should be stopped, continued or changed. In accomplishing
these purposes, pretests and post test are conducted. The former tests before exposing
target consumers to advertisements and the letter after consumers have been exposed to
advertisements and the letter after consumers have been exposed to advertisements.
For an effective advertising programme, the advertising manager requires a basic

understanding of the medium that is going to carry it.
For effectively using advertising the management must test advertising to know which of
the advertisement to know which of the advertisement have proved profitable and why as
compared to others..
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Nature of the Industry
Firms in the advertising and public relations services industry prepare

advertisements for other companies and organizations and design campaigns to promote
the interests and image of their clients. This industry also includes media representatives
—firms that sell advertising space for publications, radio, television, and the Internet;
display advertisers—businesses engaged in creating and designing public display ads for
use in shopping malls, on billboards, or in similar media; and direct mail advertisers. A
firm that purchases advertising time (or space) from media outlets, thereafter reselling it
to advertising agencies or individual companies directly, is considered a media buying
agency. Divisions of companies that produce and place their own advertising are not
considered part of this industry.
Most advertising firms specialize in a particular market niche. Some companies

produce and solicit outdoor advertising, such as billboards and electric displays. Others
place ads in buses, subways, taxis, airports, and bus terminals. A small number of firms
produce aerial advertising, while others distribute circulars, handbills, and free samples.
Groups within agencies have been created to serve their clients’ electronic
advertising needs on the Internet. Online advertisements link users to a company’s or
product’s Web site, where information such as new product announcements, contests, and
product catalogs appears, and from which purchases may be made.
Some firms are not involved in the creation of ads at all; instead, they sell advertising
time or space on radio and television stations or in publications. Because these firms do
not produce advertising, their staffs are mostly sales workers.
Companies often look to advertising as a way of boosting sales by increasing the

public’s exposure to a product or service. Most companies do not have the staff with the
necessary skills or experience to create effective advertisements; furthermore, many
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advertising campaigns are temporary, so employers would have difficulty maintaining

their own advertising staff. Instead, companies commonly solicit bids from ad agencies to
develop advertising for them. Next, ad agencies offering their services to the company
often make presentations. After winning an account, various departments within an
agency—such as creative, production, media, and research—work together to meet the
client’s goal of increasing sales.
Widespread public relations services firms can influence how businesses,

governments, and institutions make decisions. Often working behind the scenes, these
firms have a variety of functions. In general, firms in public relations services advise and
implement public exposure strategies. Firms in public relations services offer one or more
resources that clients cannot provide themselves. Usually this resource is expertise in the
form of knowledge, experience, special skills, or creativity; but sometimes the resource is
time or personnel that the client cannot spare. Clients of public relations firms include all
types of businesses, institutions, trades, and public interest groups, and even high-profile
individuals. Clients are large and small for- profit firms in the private sector; State, local,
or Federal Governments; hospitals, universities, unions, and trade groups; and foreign
governments or businesses.
In an effort to attract and maintain clients, advertising and public relations

services agencies are diversifying their services, offering advertising as well as public
relations, sales, marketing, and interactive media services. Advertising and public
relations service firms have found that highly creative work is particularly suitable for
their services, resulting in a better product and increasing their clients' profitability.
Media Commercial
advertising media can include wall paintings, billboards , street furniture components,
printed flyers, radio, cinema and television ads, web banners, web popups, skywriting,
bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab doors and
roof mounts, musical stage shows, subway platforms and trains, elastic bands on
disposable diapers, stickers on apples in supermarkets, the opening section of streaming
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audio and video, and the backs of event tickets and supermarket receipts. Any place an
"identified" sponsor pays to deliver their message through a medium is advertising.
Bulgarilogo.
The TV commercial is generally considered the most effective mass-market advertising

format and this is reflected by the high prices TV networks charge for commercial airtime
during popular TV events.
Virtual advertisements may be inserted into regular television programming

through computer graphics. It is typically inserted into otherwise blank backdrops or used
to replace local billboards that are not relevant to the remote broadcast audience. More
controversially, virtual billboards may be inserted into the background where none
existing in real-life. Virtual product placement is also possible. Increasingly, other
mediums such as those discussed below are overtaking television due to a shift towards
consumer's usage of the Internet.
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-

based advertising space are dependent on the "relevance" of the surrounding web content
and the traffic that the website receives. E-mail advertising is another recent
phenomenon. Unsolicited bulk E-mail advertising is known as "spam".
Television
Combines sight, sound and motion;appealing to the senses; highattention; high
reach.High absolute cost, high clutter, fleeting exposure, less audience selectivity
Audio presentation only; lower attention than television; non standardized rate structure;
fleeting exposure.
Magazines
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High geographical and demographic selectivity; credibility and prestige; high quality
reproduction, long life; good pass-along readership. Long ad purchase lead time;
some waste circulation; no guarantee of position.
Outdoor
Flexibility; high repeat exposure; low cost; low competition. Limited audience
selectivity;
creative limitation. Brouchers Flexibility; full control; can dramatize message.
Overproduction could lead to run away costs.
In-film advertising
In-film advertising used to mean a couple of product billboards placed behind the hero's
car, Till Taal came along. That's the film that put Coke — and product placements —
firmly in the plot.
In-film advertising has only gathered more fans since. It's not just the colas,
brands like Hero Honda, Bru, and Fair & Lovely have got into the act. It has become a
well-thought out and legitimate part of a brand's marketing plan, and as the film industry
gets more corporatised, it's likely to get more popular.
This season's got a blockbuster hitting the screen, with all the attendant song,
dance and scandal. Kaante stars Amitabh Bachchan, Sanjay Dutt, Sunil Shetty, Kumar
Gaurav, Lucky Ali and Mahesh Manjrekar — and Thums Up. Coke's paid Sanjay Gupta,
the film's producer, to feature the cola in some scenes — rumours put the figure at Rs 4
crore, but Coca-Cola, as well as the producer, say it isn't so — and it's also airing promos
for the film that incorporate the Thums Up brand.
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INDUSTRY PROFILE
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INDUSTRY PROFILE
The Global Retail Industry
The global Retail scenario: The US$ 9 trillion Retail industry is one of the world’s largest
industries and still growing. 47 of the Global Fortune 500 companies & 25 of Asia’s Top
200 companies are retailers.
Even as the developing countries are making rapid strides in this industry, organized
Retail is currently dominated by the developed countries with the USA, EU & Japan
constituting 80% of world.
Retail is a significant contributor to the overall economic activity the world over: the total
Retail share in the World GDP is 27% while in the USA it accounts for 22% of the GDP.
The share of organized Retail in the developing markets ranges between 20% to 55%.
Traditionally, local players tend to dominate in their home markets. Wal-Mart, the
world’s leading retailer, has about 8% of the US$ 2,350 billion market in the USA.
Similarly, Tesco has a market share of about 13% in the US$ 406 billion UK market.
The main value propositions that most large retailers use a are a combination of low
price, ‘all-under-one-roof’ convenience and ‘neighborhood’ availability.India has
emerged as the most attractive retail market three years in a row. The Indian Retail
industry is a US$ 270 billion industry and is growing at over 13% per annum. Only about
4.6%(US$12.42 billion) of the industry is organised. If this share increases to 10% by
2011, the size of organised retailing could touch US$ 55 billion – a CAGR of over
35%.At the centre of India’s booming economy are the top six cities of Mumbai, Delhi,
Chennai, Kolkata, Bangalore and Hyderabad representing 6% of the population yet
contributing 14% of the GDP. Also notable is the fact that 85% of India’s urban Retail
market is concentrated in the country’s eight large cities
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Retail in India is on a cup of transformation. Organized retailing as a professional

service-oriented set-up, is a recent phenomenon in India but is growing at a tremendous
pace with a potential of creating over 2 million new (direct) jobs within the next six
years, assuming an 8 to 10 per cent share of organized retailing in the total retail business.
The fast changing retail environment demands that professionals learn new skills,
improve their efficiency, learn to compete and think out of the box. As retailers work
directly with customers and there is need for good managerial talent to interpret and
satisfy the needs and desires of customers. All this requires an education that is intensive,
comprehensive and closely linked to the retail business world. The need is to have a
program which has all the inherent features of a business management program and
includes experiential learning throughout the program.
Market Trends, Challenges & Opportunities
1. Across BRIC countries, the food and grocery (F&G) segment is clearly driving
retail growth. For eg, retail food sales dominate the total retail market in Brazil,
accounting for almost 54 percent of the total retail sales, while Russia is the
fastest growing retail food sales market in the world, with the potential to again
double in size by 2009.
2. The prevalence of English as a language of communication to a very great extent
facilitates material sourcing and business communication. While India and Russia
pose no problems in this regard, Brazil and China present communication
problems for foreign companies.
3. The importance of governments that are quick on decision-making and passing
sliberal trade laws cannot be emphasized enough. In China, for instance, being a
non-democratic country makes it easier for foreign investors to do business sans
bureaucratic red-tapism (in comparison to a democratic country like India), the
obvious reason being that the political establishment is not directly accountable to
the people.
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4. Growing urbanization and metropolitan saturation is leading to the expansion of

retail formats and investment opportunities towards tier-II cities and rural hubs
across all four countries.
5. Continued economic reforms together with the growth of organised retail
(especially in the F&G segment) has led to growing rural incomes, triggering off
far-reaching, social impacts. The upcoming ‘Golden Quadrilateral' plan for
roadways in India, which is to connect the four cities of Delhi, Kolkata, Mumbai
and Chennai, will have massive economic and social repercussions on rural and
semi-rural clusters along the vast network. In China too, the government plans to
create a rural retail network covering 70 percent of all villages by 2009.
Retail in India
India's imminent urbanization process has implications for demand for housing, urban
infrastructure, location of retail, and demand for consumer durables.
The on-stream infrastructure development will drive growth in the transportation sector,
spur demand for vehicles, increase real estate values along the “Golden Quadrilateral”
corridor, and potentially boost construction of suburban homes as people escape
congested cities. Plus, it will open up thousands of villages en route to a global audience
and effectively integrate them with the growing Indian economy.
• Growth of the Retail market, to a great extent, is the dependent on the size of the
country's consuming class and the rate of growth of GDP, especially disposable incomes.
• India is the world's second most populous country and its GDP growth is likely to
surpass that of China by 2015.
• It is estimated that India's GDP will surpass that of the US before 2050, to make it the
world's second largest economy.
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• Reflecting on the robust growth in India's GDP, consumer expenditure (in current
prices) grew at a relatively high pace of nearly 10 percent per annum over the past two
years.
• India's advantage lies in the fact that it has the largest young population in the world –
over 890 million Indians are below 45 years of age. The median age for India is 25 years
as compared to 28 years for Brazil, 33 years for China and 38 years for Russia.
• There are more English speaking people in India than on the European continent.
• The retailing industry in India, is expected to estimate to US$ 440 Billion by 2010.
• Of the total retail market, food and grocery retail is by far the single largest block
estimated to be worth a whopping Rs.642, 200 crore, but more than 99 percent of this
market is dominated by the neighborhood mom & pop stores.
• Clothing, textiles and fashion accessories constitute the second largest block.
• In terms of formats, the energy in terms of new investments is expected to be driven

towards the supermarkets and hypermarket segments.
• All new players – Reliance Industries, Bharti Retail/ Wal-Mart, AV Birla Group, Vishal
mega mart – have shown interest towards developing these two formats, along with
wholesale, cash & carry outlets, while India's largest retailer – Pantaloon Retail India Ltd.
– has a continuous store rollout schedule for its Big Bazaar hypermarkets and Food
Bazaar supermarkets.
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INDIA: A Hot Spot
India retail industry is the largest industry in India, with an employment of around
8% and contributing to over 10% of the country's GDP. Retail industry in India is
expected to rise 25% yearly being driven by strong income growth, changing lifestyles,
and favorable demographic patterns.
It is expected that by 2016 modern retail industry in India will be worth US$
175- 200 billion. India retail industry is one of the fastest growing industries with revenue
expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. A
further increase of 7-8% is expected in the industry of retail in India by growth in
consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It has
further been predicted that the retailing industry in India will amount to US$ 21.5 billion
by 2010 from the current size of US$ 7.5 billion.
Shopping in India have witnessed a revolution with the change in the consumer
buying behavior and the whole format of shopping also altering. Industry of retail in
India which have become modern can be seen from the fact that there are multi- stored
malls, huge shopping centers, and sprawling complexes which offer food, shopping, and
entertainment all under the same roof.
India retail industry is expanding itself most aggressively, as a result a great demand
for real estate is being created. Indian retailers preferred means of expansion is to
expand to other regions and to increase the number of their outlets in a city. It is expected
that by 2010, India may have 600 new shopping centers.
In the Indian retailing industry, food is the most dominating sector and is growing at a
rate of 9% annually. The branded food industry is trying to enter the India retail industry
and convert Indian consumers to branded food. Since at present 60% of the Indian
grocery basket consists of non- branded items.
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As the contemporary retail sector in India is reflected in sprawling shopping centers,

multiplex- malls and huge complexes offer shopping, entertainment and food all under
one roof, the concept of shopping has altered in terms of format and consumer buying
behavior, ushering in a revolution in shopping in India. This has also contributed to large-
scale investments in the real estate sector with major national and global players
investing in developing the infrastructure and construction of the retailing business. The
trends that are driving the growth of the retail sector in India are
 Low share of organized retailing
 Falling real estate prices
 Increase in disposable income and customer aspiration
Another credible factor in the prospects of the retail sector in India is the increase in the
young working population. In India, hefty pay packets, nuclear families in urban areas,
along with increasing working-women population and emerging opportunities in the
services sector. These key factors have been the growth drivers of the organized retail
sector in India which now boast of retailing almost all the preferences of life - Apparel &
Accessories, Appliances, Electronics, Cosmetics and Toiletries, Home & Office Products,
Travel and Leisure and many more. With this the retail sector in India is witnessing
rejuvenation as traditional markets make way for new formats such as departmental
stores, hypermarkets, supermarkets and specialty stores.
Retail is clearly the sector that is poised to show the highest growth in the next five years.
The sector is set for a revolution, as both the present players and new entrants are gearing
up to explore the market. This sector contributes 10% of India's GDP and the current
growth rate is 8.5%. The present size of the organized retailing sector is approximately
3% and is expected to grow to 25-30% by the year 2010. There are about 300 new malls,
1500 supermarkets and 325 departmental stores currently under construction. Many
players are coming up with huge investments, due to which the present 12 million mom-
and-pop shops and kirana stores fear losing their business. Most predictions say that the
sector might reach to US$ 400-600 billion by the year 2010.
Growth drivers in India for retail sector
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 Rising incomes and improvements in infrastructure are enlarging consumer

markets and accelerating the convergence of consumer tastes.
 Liberalization of the Indian economy
 Increase in spending Percapita Income.
 Advent of dual income families also helps in the growth of retail sector.
 Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic,
etc.
 Consumer preference for shopping in new environs
 The Internet revolution is making the Indian consumer more accessible to the
growing influences of domestic and foreign retail chains. Reach of satellite T.V.
channels is helping in creating awareness about global products for local markets.
 About 47% of India's population is under the age of 20; and this will increase to
55% by 2015. This young population, which is technology-savvy, watch more
than 50 TV satellite channels, and display the highest propensity to spend, will
immensely contribute to the growth of the retail sector in the country.
 Availability of quality real estate and mall management practices
 Foreign companies' attraction to India is the billion-plus population.
Types of Retailing:
There are several types we can see in Retailing. They are like,
Specialty Store:
Narrow product line with deep assortment, viz apparel stores, book stores etc. A
clothing store would be a single line store, men's clothing store would be limited line
store & men's custom-shirt store would be a super specialty store.
Example: The limited, The Body Shop.
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Departmental Store:
Several product lines-typically clothing, household goods, home furnishings- with

each line operated as a separate department managed by specialist buyers or
merchandisers.
Example: Sears, Bloomingdale's.
Supermarkets:
Relatively large, low-cost, low-margin, high volume, self-service operation designed

to serve total needs for food, laundry & household maintenance products.
Example: Kroger, Safeway.
Convenience Stores:
Relatively small store located near residential area, open long hours, seven days a
week and carrying a limited line of high-turnover convenience products at slightly higher
prices.
Example: 7-Eleven, Circle K.
Discount Store:
Standard merchandise sold at lower prices with lower margins and higher volumes.
True discount stores regularly sell merchandise at lower prices and offer mostly national
brands.
Example: Wal-Mart, Kmart.
Off-price retailer:
Merchandise bought at less than regular wholesale prices & sold at less than retail;
often-leftover goods, overruns and irregulars obtained at reduced prices from
manufacturers or other retailers.
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Factory outlets are owned and operated by manufacturers and normally carry the
manufacturer's surplus, discontinued or irregular goods.
Example: Mikasa(dinnerware), Dexter (shoes)
Independent off-price retailers are owned & run by entrepreneurs or by divisions of larger
retail corporations.
Example: T.J.Maxx, Filene's Basement.
Superstore:
Averages 35,000 square feet of selling space traditionally aimed at meeting

consumers' total needs for routinely purchased food and non food items. Usually offer
services such as laundry, dry cleaning, shoe repair, check cashing & bill paying.
A new group called "category killers" carries a deep assortment in a particular category &
a knowledgeable staff.
Example: Borders books & Music, IKEA.
Combination stores are a diversification of the supermarket store into the growing drug-
and-prescription field. Combination food & drug stores average 55,000 square feet of
selling space.
Example: Jewel & Osco stores.
Hyper markets:
Hypermarkets range between 80,000 and 220,000 square feet and combine supermarket,
discount & warehouse retailing principles. Product assortment goes beyond routinely
purchased goods & includes furniture, large & small appliances, clothing items and many
other items. Bulk display & minimum handling by store personnel with discounts offered
to customers who are willing to carry heavy appliances and furniture out of the store.
Hypermarkets originated in France.
Example: Carrefour and Casino (France), Pyrca, Continente and Alcampo (Spain).
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FDI in India’s Retail Sector
Retailing is the interface between the producer and the individual consumer buying for
personal consumption. This excludes direct interface between the manufacturer and
institutional buyers such as the government and other bulk customers. A retailer is one
who stocks the producer’s goods and is involved in the act of selling it to the individual
consumer, at a margin of profit. As such, retailing is the last link that connects the
individual consumer with the manufacturing and distribution chain. The retail industry in
India is of late often being hailed as one of the sunrise sectors in the economy. AT
Kearney, the well-known international management consultancy, recently identified India
as the ‘second most attractive retail destination’ globally from among thirty emergent
markets. It has made India the cause of a good deal of excitement and the cynosure of
many foreign eyes. With a contribution of 14% to the national GDP and employing 7%
of the total workforce (only agriculture employs more) in the country, the retail industry
is definitely one of the pillars of the Indian economy1.
Foreign direct investment (FDI) has become a key battleground for emerging
markets and some developed countries. Government-level policies are needed to
enable FDI inflows and maximize their returns for both investors and recipient
countries.
Foreign direct investment (FDI) policies play a major role in the economic growth of
developing countries around the world. Attracting FDI inflows with conductive policies
has therefore become a key battleground in the emerging markets.
Developed countries also seek to bring in more FDI and use various policies and
incentives to attract overseas investors, particularly for capital-intensive industries and
advanced technology.
The primary aim of these policies is to create a friendly business environment where
foreign investors feel comfortable with the legal and financial framework of the country,
Page 36
and have the potential to reap profits from economically viable businesses. The prospect
of new growth opportunities and outsized profits encourages large capital inflows across
a range of industry and opportunity types.
When policies are effective, significant FDI investments are injected into countries that
help the domestic economy to grow. Different countries and regions offer various kinds
of fiscal incentives, with a related variance in the level of FDI investments attracted.
The Indian Scenario:
Trade or retailing is the single largest component of the services sector in terms of
contribution to GDP. Its massive share of 14% is double the figure of the next largest
broad economic activity in the sector.
The retail industry is divided into organised and unorganised sectors. Organised retailing
refers to trading activities undertaken by licensed retailers, that is, those who are
registered for sales tax, income tax, etc.These include the corporate-backed hypermarkets
and retail chains, and also the privately owned large retail businesses. Unorganised
retailing, on the other hand, refers to the traditional formats of low-cost retailing, for
example, the local kirana shops, owner manned general stores, paan/beedi shops,
convenience stores, hand cart and pavement vendors, etc.
Unorganized retailing is by far the prevalent form of trade in India – constituting 98% of
total trade, while organised trade accounts only for the remaining 2%. Estimates vary
widely about the true size of the retail business in India. AT Kearney estimated it to be
Rs. 4,00,000 crores . One thing all consultants are agreed upon is that the total size of the
corporate owned retail business was Rs. 15,000 crores in 1999 and poised to grow to
Rs.35,000 crores by 2005 and keep growing at a rate of 40% per annum.3 In a recent
presentation, FICCI has estimated the total retail business to be Rs. 11,00,000 crores or
44% of GDP4.
According to this report , sales now account for 44% of the total GDP and food sales
account for 63% of the total retail sales, increasing to Rs.100 billion from just Rs. 38.1
billion in 1996. Food retail trade is a very large segment of the total economic activity of
Page 37
our country and due to its vast employment potential, it deserves very special focused
attention.
Efficiency enhancements and increase in the food retail sales activity would have a
cascading effect on employment and economic activity in the rural areas for the
marginalized workers. Thus even without FDI driving it, the corporate owned sector is
expanding at a furious rate. The question then that arises is that since there is obviously
no dearth of indigenous capital. what is the need for FDI? It is not that retailing in India is
in the need of any technology special to foreign chains
Employment in Retailing:
A simple glance at the employment numbers is enough to paint a good picture of the
relative sizes of these two forms of trade in India – organized trade employs roughly 5
lakh people, whereas the unorganized retail trade employs nearly 3.95 crores5!
According to a GoI study the number of workers in retail trade in 1998 was almost 175
lakhs. Given the recent numbers indicated by other studies, this is only indicative of the
magnitude of expansion the retail trade is experiencing, both due to economic expansion
as well as the ‘jobless growth’ that we have seen in the past decade. It must be noted that
even within the organised sector, the number of individually-owned retail outlets far
outnumber the corporatebacked institutions. Though these numbers translate to
approximately 8% of the workforce in the country there are far more retailers in India
than other countries in absolute numbers, because of the demographic profile and the
preponderance of youth, India’s workforce is proportionately much larger. That about 4%
of India’s population is in the retail trade says a lot about how vital this business is to the
socio-economic equilibrium in India.
Organised retail is still in the stages of finding its feet in India even now. Though
organised trade makes up over 70-80% of total trade in developed economies, India’s
figure is low even in comparison with other Asian developing economies like China,
Thailand, South Korea and Philippines, all of whom have figures hovering around the 20-
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25% mark. These figures quite accurately reveal the relative underdevelopment of the
retail industry in India.
Benefits of FDI in Retail Sector
Higher competition would lead to higher quality in products and services.
Better lifestyle as better products would be introduced.
Exports would increase due to greater sourcing of major players.
Investment in whole supply chain would increase.

Technology would be upgraded in terms of logistics, production, and distribution
channels.
Employment would increase and skills & manpower will develop.
Page 39
COMPANY PROFILE
Page 40
BIG BAZAAR: An Overview

Big Bazaar
“Isse sasta aur accha kahin nahi”
BIG BAZAAR Started purely as a fashion format including apparel, cosmetics,

accessory and general merchandise. First Food Bazaar format was added as Shop-In-
Shop within Big Bazaar in the year 2002
Shop till you drop! Big Bazaar has democratized shopping in India and is so much more
than a hypermarket. Here, you will find over 170,000 products under one roof that cater
to every need of a family, making Big Bazaar India’s favorite shopping destination.
Big Bazaar stepped into North Karnataka in Hyderabad on July 2007 with floor space of
50,000 sq. ft. at Gokul Road, Hyderabad. A place well connected with Air, Road and Rail
transportation. Big Bazzar is the first retail outlet to the people of Hyderabad. This is the
ninth outlet in the state. This takes Big Bazaar to the next level. At Big Bazaar, you will
get the best products at the best prices -- this is our guarantee. From apparel to general
merchandise like plastics, home furnishings, utensils, crockery, cutlery, sports goods, car
accessories, books and music, computer accessories and many, many more. Big Bazaar is
the destination where you get products available at prices lower than the MRP, setting a
new level of standard in price, convenience and quality.
Because of its First mover advantage, it could able to grab good market with good
customer base. If you are a fashion conscious buyer who wants great clothes at great
prices, Big Bazaar is the place to be. Leveraging on the company’s inherent strength of
fashion, Big Bazaar has created a strong value-for-money proposition for its customers.
This highlights the uniqueness of Big Bazaar as compared to traditional hypermarkets,
which principally revolve around food, groceries and general merchandise.
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Boasting of an impressive array of private labels, Big Bazaar is continually striving to

provide customers with a ‘complete’ look. So be it men’s wear, women’s wear, kids
wear, sportswear or party wear, Big Bazaar fashions has it all!
Big Bazaar has clearly emerged as the favorite shopping destination for millions of its
consumers, across the country, it’s success is a true testament to the emotional bonding it
has established with the Indian consumer, on account of its value offerings, aspirational
appeal and service levels. We believe Big Bazaar is a true pan-Indian model that can
enter into most towns in India and democratize shopping everywhere.
26th JANUARY 2009... India’s Sabse Sasta Din
The acceptance and loyalty that Big Bazaar has garnered over the years, was well evident
on 26th january 2009. On the day India celebrates its Republic Day, the company
honoured the consumer by calling it the ‘Maha Savings Day’. Shoppers at all Big Bazaar
and Food Bazaar outlets across the country were offered products at prices never heard
before in the history of shopping.
The offers were spread across categories from electronics to utensils, from apparel to
furniture and food. This event received tremendous response from the regular and an
entirely new set of shoppers, which resulted in nearly 1 million people visiting the stores
on that day. And most stores were able to post record sales for a single day.
MISSION
Future Group shall deliver everything, every where & every time for every Indian
consumer in the most profitable manner.
VISION
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
Page 42
Competitors
Vishal mart, Shopper’s Shop, Reliance Fresh, More Shopee.
Customers
Big bazaar focused on all type of customers. And also provide cheaper rate and better
quality of products to the customers.
Big Bazaar specifically targets working women and home makers.
Place
It is located in airport road near Akshay Park.
It provides parking facilities to the vehicles of the customers.
Technology
SAP
TALLY
SPSS
TOMCAT JAVA TOOL KIT
Page 43
COMPANY PROFILE
The company was started in year 2001 at Jogeshwari, Mumbai, India.

It is owned by the Pantaloon Retail India Ltd,Future Group.
It is the business model as Wal-Mart
BOARD OF DIRECTORS
Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the
Group Chief Executive Officer of Future Group. .
Mr. Gopikishan Biyani, Wholetime Director

Gopikishan Biyani, is a commerce graduate and has more than twenty years of
experience in the textile business.
Mr. Rakesh Biyani, Wholetime Director

Rakesh Biyani, is a commerce graduate and has been actively involved in category
management; retail stores operations, IT and exports. He has been instrumental in the
implementation of the various new retail formats.
Mr. Ved Prakash Arya, Director

Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute of
Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus.
Mr. Shailesh Haribhakti, Independent Director

Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified
Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered
Accountants and past president of Indian merchant Chambers. He is on the Board of
several Public Limited Companies, including Indian Petrochemicals Corporation
Page 44
Ltd., Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1,
1999.
Mr. S Doreswamy, Independent Director

S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India
and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among
others.
Dr. D O Koshy, Independent Director

D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute of
Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles and
garment industry and was instrumental in the setting up of NIFT centres in Delhi,
Chennai and Bangalore. He is a renowned consultant specializing in international
marketing and apparel retail management.
Ms. Anju Poddar, Independent Director

Anju Poddar, holds a Bachelor of Engineering from University of Oklahoma and is a
Director, NIFT, Hyderabad chapter. She also serves on the board of Maharishi
Commerce Ltd and Samay Books Ltd, among others.
Ms. Bala Deshpande, Independent Director

Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also serves
on the boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus
League Clothing Ltd, among others.
Mr. Anil Harish, Independent Director

Anil Harish, is the partner of DM Harish & Co.Associates & Solicitors and an LLM from
University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd
Bank and Hinduja TMT,among others.
Page 45
Big Bazaar store Hyderabad

Store study
Different levels of the stores with their products:

Depot:
General books, Office stationary, Children stationary, Film VCD’s & DVD
NBD (New Business Development)

Watches ,Fashion Jewelry, Sunglasses, Auto accessories, Car audio systems
Gold Bazaar:
Navaras Gold Jewelry
(This is the separate unit not related to Big Bazaar they share profits on percentage basis)
Mobile Bazaar:
1) All kinds of Hand sets ranging from Rs 1000 to !8000 of different companies
2) Mobile accessories
3) Codeless phones & land line phones
4) All types of recharge cards available
Star Sitara:
Cosmetics ,Fragrances ,Herbals ,Pharmaceuticals
Shringar :
Bangles ,Jewelry sets, Bracelets, Hair Accessories ,Bidies ,Chins
Plastics:
Buckets ,Casseroles ,Containers ,Boxes ,Flasks ,Bowls ,Jugs & sippers,
Bottles & Mugs
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Utensils:
1) Plates, Bowls, Glasses ,Non stick Cookware’s ,Kitchen tools ,Tiffin Boxes
Crockery
Crockery cutlery ,Table Materials / Napkins ,Casseroles ,Dinner sets
Wine, Juice Glasses
Luggage:
Travel bags ,Trolleys,Bags: Schools, Collage Ladies purse, Suitcase
Ladies Department:(SKD)
Sarees , Dress materials, Under garments, Nightwear’s, Western wear’s
Men’s Department:
Formals (Shirts & Pants), Casuals (Shirts & pants) ,Party wears, Jeans T-Shirts
Others Accessories (Lungi Dhoti etc) ,Fabrics (Cut pieces),Suits & Blazers
Levi’s Signature garments
Furniture Department:
Dining Table, Bedroom Accessories, Hall accessories (Sofa sets, Chairs, Computer
table etc), Mattresses
Footwear Bazaar :
Sports Shoes, Formal Shoes, Casual Shoes, Mens Sandals, ladies Sandals
Ladies Casuals, Ladies Chapple, Ladies fancy Sleepers, ladies Sports shoes
Home Décor:
Flower vase , Artificial Flowers, Religious gifts, Candle stand, Umbrellas, Photo
Frames, Assorted color Stones, Frame Paintings, Water falls (artificial),
Birthday items
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Home line:
bed sheets, Pillows , bed spreads, Towels, Yellow dust, Razai , Carpets, Cushion
covers, Chair bags
Toys Dept:
Soft toys, Educational toys, Board games, Action figures, Dolls
Boys section:
T-Shirts, Trousers, jeans ,Cotton shirts, Cargo, Codraw, Ethic wears
Co ordinates, Rain cotes
Girls Section:
Ethic wears, Co- ordinates, Cotton frocks, Western wears
Infants:
Jhablas, Vests, Bibs feedings, Bed items, Baba suits, Frocks
Beverages:
Soft drinks, Mineral water, Juices, Health drinks, Frozen items
Confectionaries:
All kinds of Chocolates & Confectionaries
Fruits & Vegetables:
Staples Dept:
Dal, Rice, Atta, Rava items, Oil’s, Masala items, Dry fruits, Spicy items, Ready
meals, Breakfast cereals
Process Dept:
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Health drinks, Ready to eat, Corn flaks, Chips, Instant mixes, Soups, Bread items,
pickle, Spreads
Home care:
Phenyl, Detergents, Dish wash, Tissue papers, Scratch, Shoe cases, Fresh wrap,
Personal care:
Soaps, tooth paste, Shampoo , Deodorants, Body spry, Baby food, Talcum powder,
Men’s apparel
Electronic Bazaar:
Televisions, Sound System, Refrigerators, Washing machines, Microwave
Rice cookers, Juicers, Irons, Mixers & Grinders
Apart from other brands the Big Bazaar has products of its own private Brands.
Big Bazaar Fashion-Private Label Brands

Big Bazaar has gradually introduced private labels in fashion over the last few
years. Every year, new private labels are introduced to increase their share over other
brands. Some of the private labels launched include:
Ctee
A brand of T-shirts with smart lines and remarks, it is targetted at the young and young-
at-heart. It comes in 3 lines-pink for women; green for pre-teens and blue for men.
Knighthood
It is the men’s formalwear brand with a wide range that includes formal shirts, trousers,
cotton trousers and shirts.
DJ&Co.
Page 49
India`s cool answer to international labels is positioned for the 20-35 year age group. It
targets both men and ladies and the range includes designer denims, casuals, street-wear
and campus-wear.
DJ&C Sports
This is a unisex sportswear range for the age group of 20-40 years.
Shatranj
The men’s ethnic wear range consists of kurtas, kurta pyjama sets and heavy sherwani
sets.
Srishti
The complete ethnic wear range offering a range of traditional designs for ladies,
encompasses both salwar kameez sets and mix-n-match/fusion wear.
Pink n Blue
The kids’ brand range created to celebrate the spirit of childhood, has the blue range for
boys and pink for girls. There is an infant line available as well. Pink n Blue covers the
entire apparel needs of kids right across t-shirts, shirts, jeans, trousers, shorts, dresses and
ethnic-wear/occasion-wear.
Page 50
Affiliated companies
Partner Companies
Pantaloon Industries limited
Pantaloon Industries Limited was incorporated in 1987 and its shares are listed on the
Bombay Stock Exchange. The main activities of PIL are to set up textile units and
manufacturing and marketing of fabrics and readymade garments.
Home Solutions Retail India Ltd.
Home Solutions Retail (India) Ltd. (HSRIL) leads the groups foray in the home
improvement and consumer electronics retailing segment. It caters to home management
requirements and products, including furnishings and textiles, furniture, consumer
electronics, home electronics and home services. It operates retail formats like Home
Town, Furniture Bazaar, Collection I, E-Zone, Electronics Bazaar and Got It.
Future Capital Holdings
Future Capital is the financial arm of the group and is involved in asset management
(both private equity and real estate funds) with plans to get into other financial services
including insurance, credit and other consumer related financial services. It’s associate
companies are Kshitij Investment Advisory Co. Ltd., Indivision Investment Advisers
Ltd., and Ambit Investment Advisory Co. Ltd.
Coverge M retail (India) Ltd
Converge M Retail (India) Ltd., leads the group’s foray into the communication and IT
products segment. It operates formats like M-Port, MBazaar and Gen M.
Indus League Clothing Ltd.
The group owns a majority stake in Indus League Clothing Ltd., one of the leading
apparel manufacturers and marketers in India. Some of its leading brands include Indigo
Nation, Scullers, Urbana, Urban Yoga and Jealous.
Page 51
Galaxy Entertainment Corporate Ltd.

The group owns a stake in Galaxy Entertainment Corporate Ltd. that operates
chains like Bowling Company, Sports Bar and Brew Bar.
Joint Ventures Companies
Planet Retail Holdings Ltd.
The group is a joint venture partner in Planet Retail Holdings Ltd., which operates sports,
lifestyle and leisure retail chain. It also owns the franchisee and distribution rights of
brands like Marks & Spencer, Guess, Debenhams and Puma in India.
Footmat retail
Footmart Retail is a joint venture with Liberty Shoes and is engaged in the retailing of
footwear products in India.
GJ Future Fashions
GJ Future Fashions is a joint venture with kids apparel manufacturer - Gini & Jony.
Capita Land Retail India
The group is a joint venture partner in CapitaLand Retail India, along with Singapore-
based CapitaLand Limited. The company provides retail management services to retail
properties owned or managed by various group companies and investment funds.
ETAM Future Fashions India Pvt. Ltd.

ETAM Future Fashions India Pvt. Ltd., is a joint venture with French-retailer, ETAM and
the group. The company is involved in manufacturing and distribution of women’s
fashion and lingerie products.
Page 52
ORGANISATION STRUCTURE
Store Manager
Assistant Store Manager
Dept Mngr HR executive VM Adminstration InfoTec
Assistant Dept Mngr Cashing dept

Head
Assistant HR Maintance
Team Leader
Casher Security
Team members Mrktg
Exec
CSD House Keeping
(Customer service deck)
Page 53
DEPARTMENT STUDY
Departmental Managers:
There are 21 departments in this store like Electronic dept, Depot dept, NBD dept, Mobile Bazaar
Dept, Star sitar Dept, PUC Dept, Ladies Dept, Men’s Dept, Furniture Dept, Footwear Dept,
Home Décor Dept. Each department will be assigned with targets which has to be achieved
within the assigned period that may be of Daily, Weekly, monthly and yearly.
Each department has a department Manager & Assist DM. Their job is concerned mainly
with sales. They look after customer’s orders delivery post sale service if any etc . All Dept
managers ADM, Team members work under coordination & cooperation.
Administration:
Store administration comes under Store Manager its functions are store maintenance, House
Keeping, Security etc.
Information Technology:
This department is responsible for the maintenance of the systems of the stores. All billing
machines their functioning networking with the master machine etc. If there is any problem with
the machine then this department comes into function.
Cashing Dept:
This department is responsible for the collection of sales amount ie cash sales, Credit sales, etc
under this department all billing machines of the stores comes. The sales amount collected
throughout the day by the cashier’s has to be submitted to this department.
Marketing Executive:
This dept is responsible for the marketing of the store in different different media like Television,
Newspaper, and Holdings etc. the authorized person has to visit different companies and has to
look after for tie-ups etc.
Page 54
Visual Merchandise:
This department is responsible for the product arrangement at the store with respect to their
nature. The basic function of this dept is it divides the store into some departments based on the
nature of the product and within the department it decides how the products should be arranged
by keeping in mind the customer should not suffer.
HR Executive:
Human Resource executive mainly look after employees mainly their problems. This
department performs the functions like Recruitment, Selection, Training and
development.
CSD (Customer Service Desk:

This is the separate unit, which is mainly focuses on customer service like if the customer
find difficulty in finding any product, Customer complaints any replacement, Customer
assistance etc.
Page 55
DATA ANALYSIS
Page 56
1) Do you know big bazaar?
Frequencies
Do you know big bazaar?
Statistics
N Valid 100
Missing 0
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 100 100.0 100.0 100.0
Analysis
From the survey we can come to know that 100% respondents are known the Big
Bazaar in Hyderabad City.
Interpretation
The study shows that the Big bazaar known by all the 100 respondents Where we
have done survey in Hyderabad.
Page 57
2) How do you come to know about bb?
Frequencies
How do you come to know about bb?
Statistics
N Valid 100
Missing 0
Cumulative
Valid News Paper 38 38.0 38.0 38.0
Televsion 34 34.0 34.0 72.0
Internet 2 2.0 2.0 74.0
Friends 26 26.0 26.0 100.0
Total 100 100.0 100.0
Friends
News Paper
Internet
Televsion
Analysis
From the study we can come to know that in 100% respondents, 38% people are known
Big bazaar by News paper,34% people are known by TV, 2% people are known by internet, other
26% people are known by friends.
Interpretation
Page 58
By this study we can come to know that news paper and TV plays major role to
introduce the big bazaar to people.
3) How often do you visit bb?
Frequencies
How often do you visit bb?
Statistics
N Valid 100
Missing 0
Cumulative
Valid First time 6 6.0 6.0 6.0
once a week 30 30.0 30.0 36.0
twice a week 4 4.0 4.0 40.0
weekends 18 18.0 18.0 58.0
once a month 30 30.0 30.0 88.0
any time 12 12.0 12.0 100.0
Total 100 100.0 100.0
Page 59
First time
any time
once a week
once a month
twice a week
weekends
Analysis
Out of 100 respondents 6% said that is their first time they have visited,30% people
are visiting once in a week, 4% people are visited twice a week, 18% people are visiting only
weekends, some 12% people visit any time to Big bazaar.
Interpretation
From this study most of people visit to Big bazaar one time in week and monthly.
4) Have you come across bb advertisement?
Frequencies
Have you come across bb advertisement
Statistics
N Valid 100
Missing 0
Cumulative
Valid yes 100 100.0 100.0 100.0
Page 60
120
100
80
60
40
20
0
yes
Analysis
Out of 100 respondents all are saying they have come across the advertisements of
big bazaar.
Interpretation
From the survey we can come to know that all people have come across the
advertisements carried out by Big bazaar.
5) which are the advertisement media you come across
Frequencies
which are the advertisement media you come across

Statistics
N Valid 100
Missing 0
Page 61
Cumulative
Valid print media 26 26.0 26.0 26.0
telivision 66 66.0 66.0 92.0
internet 4 4.0 4.0 96.0
others 4 4.0 4.0 100.0
Total 100 100.0 100.0
Analysis
Out of 100 respondents 26% people have come across the print media adds, 66%
people have come across TV adds,4% people have come across by internet media,4% people by
others media.
Interpretation
By our survey most of the people means 66% have come across television media which ads
come from TV.
Rate the media which is influencable
Factors Print media Telivision Internet Radio

Influencable One 32 63 22 12
Moderate 44 32 58 24
Not Influencable one 24 5 30 64
Total 100 100 100 100
Page 62
70
60
50
40 Influencable One
Moderate
30
Not Influencable one
20
10
0
Print media Telivision Internet Radio
Analysis
Out of 100 respondents for print media, 32% people said it is influence one,44% people
said print media is moderate one, other 24% people said it is not influence media. For the TV
media in 100 respondents 63% said it is influence media, 32% people said it is moderate one,
other 5% people said it is not influence media. For the internet media out of 100 respondents,
22% people said it is influence media, 58% people said it is moderate one, other 30% said it is not
influence media. For the Radio 12% said it is influence one, 24% said it is moderate one, other
64% people said Radio media is not influence one.
Interpretation
From the study we can come to know that Television is most influence media comparing to other
Medias. It shown by the above rating points. We can say that print media and internet Medias are
moderate one. Lastly radio is not influence one comparing to others.
Page 63
7) which are the advertisment you come across
Frequencies
which are the advertisment you come across
Statistics
N Valid 100
Missing 0
Cumulative
Valid telivision ads 72 72.0 72.0 72.0
hordings,bordings&pai
4 4.0 4.0 76.0
ntings
standees & drop downs 6 6.0 6.0 82.0
leaflets&pamplets 12 12.0 12.0 94.0
others 6 6.0 6.0 100.0
Total 100 100.0 100.0
others
leaflets&pamplets
standees & drop down
hordings,bordings&pa
telivision ads
Analysis
Out of 100 respondents 72% people have come across the TV ads,4% people have
come across hordings, bordings & paintings,6% people have come across standees & drop
downs, 12% people have come across leaflets & pamplets, 6% people have come across other
advertisement.
Interpretation
Page 64
From the survey it is completely clear that television ads are more important than other
advertisements.
8) what is your opinion about bb?
Frequencies
what is your opinion about bb?
Statistics
N Valid 100
Missing 0
Cumulative
Valid good 80 80.0 80.0 80.0
average 20 20.0 20.0 100.0
Total 100 100.0 100.0
100
80
60
40
20
0
good average
Analysis
Out of 100 respondents 80% people has given opinion as good about the Big
bazaar.other 20% people has given their opinion as average.
Interpretation
From the survey it is clear that 80% people are having good opinion about big bazaar,
Page 65
9) what do you think about bb advertisment
Frequencies
what do you think about bb advertisment
Statistics
N Valid 100
Missing 0
Cumulative
Valid highly attractive 12 12.0 12.0 12.0
attractive 58 58.0 58.0 70.0
moderate 26 26.0 26.0 96.0
less attractive 4 4.0 4.0 100.0
Total 100 100.0 100.0
less attractive
moderate
highly attractive
attractive
Analysis
Out of 100 respondents,12% people think ads are highly attractive,58% people think that
ads are only attractive, 26% people think that the ads are moderate,4% people think that the ads
are less attractive.
Interpretation
From the survey we can come to know that more people ie 58% people agreed that the
advertisements of big bazaar are very attractive.
Page 66
10) what do you feel by watching bb advertisment
Frequencies
what do you feel by watching bb advertisment
Statistics
N Valid 100
Missing 0
Cumulative
Valid Very info 8 8.0 8.0 8.0
Gives grtr prdt info 16 16.0 16.0 24.0
Helps in indenti bb as diff 20 20.0 20.0 44.0
Hg influe to visit bb and 48 48.0 48.0 92.0
pur
Gvs grtr awr abt of bb &
8 8.0 8.0 100.0
pur
Total 100 100.0 100.0
gvs grtr awr abt of very info

8.0% 8.0%
gives grtr prdt info

16.0%
hg influe to visit b
48.0%
helps in indenti bb
20.0%
Analysis
Out of 100 respondents 8% people felt that ads are very informative, 16% people felt
that it gives greater product information,20% people said that in identification of big bazaar as
differently,48% people said that it is highly influenced to visit big bazaar and purchasing, 8%
people said that it gives greater awareness about big bazaar.
Interpretation
Page 67
By the survey it is clear that maximum people felt that advertisements are helpful to know about
big bazaar and it is highly influenced to purchasing products there.
11) Have you seen hordings of bb?
Frequencies
Have you seen hordings of bb?
Statistics
N Valid 100
Missing 0
Cumulative
Valid yes 68 68.0 68.0 68.0
no 32 32.0 32.0 100.0
Total 100 100.0 100.0
80
70
60
50
40
30
20
10
yes no
Analysis
Out of 100 respondents 68% people have seen hoardings of big bazaar; other 32% people
have not seen the hoardings of big bazaar.
Interpretation
From the study it is cleared that more people have seen the hoardings of big bazaar.
It helps to develop the awareness in customer mind.
Page 68
12) According to you which media will be help full for getting information about bb?
Frequencies
According to you which media will be help full for getting information about bb?
Statistics
N Valid 100
Missing 0
Cumulative
Valid tv advertisment 66 66.0 66.0 66.0
hoardings 12 12.0 12.0 78.0
road shows 6 6.0 6.0 84.0
pamplets 14 14.0 14.0 98.0
wallpaints 2 2.0 2.0 100.0
Total 100 100.0 100.0
Analysis
Out of 100 respondents 66% people are getting information about big bazaar by TV
ads,12% are getting by hoardings,6% people are getting by road shows, 14% are getting by
pamphlets,2% are getting by wall paints
Page 69
Interpretation
From the survey we can come to know that TV ads are more effective than other medias, people
are getting more information about big bazaar by it only..
Ratings
Factors
1 2 3 4 5
Hoardings 15 20 10 25 30
Boardings 15 10 28 22 25
Paintings 20 25 12 18 25
1-HIGHEST & 5-LOWEST

35
30
25 RANK-1
RESPONDENTS
RANK-2
20 RANK-3
RANK-4
15
RANK-5
10
0
Hoardings Bardings Paintings
FACTORS
Analysis
For hoardings people have ranked 1-5 ie 15% people are given 1 as best, 30% people
has given 5th rank as worst, other gave 2,3&4. For boarding’s 15% has given 1 st rank as best, 25%
people has given 5th as worst,other gave 2,3&4. For painting’s 20% people has given 1 st rank,
25% people gave 5th rank.
Interpretation
From the survey it is cleared that more people has given 1 st rank for paintings, worst rank has to
be given hoardings.
Page 70
14) From the following which offer you come across
Frequencies
From the following which offer you come across
Statistics
N Valid 100
Missing 0
Cumulative
Valid great exchannge offer 12 12.0 12.0 12.0
buy one get one free 74 74.0 74.0 86.0
buy 3 appreals at 999 14 14.0 14.0 100.0
Total 100 100.0 100.0
80
60
40
20
0
great exchannge offe buy one get one free buy 3 appreals at 99
Analysis
Out of 100 respondents 12% people have come across great exchange offer,74% people
have come across buy one get one free offer, other 14% people have come across buy 3 apparels
at 999 offer.
Interpretation
From the study we can come to know that more people have come across buy one get one free
offer.
Page 71
15) Are you satisfied by the offer provided by bb?
Frequencies
Are you satisfied by the offer provided by bb?
Statistics
N Valid 100
Missing 0
Cumulative
Valid satisfied 66 66.0 66.0 66.0
neither satisfied
30 30.0 30.0 96.0
nor dissatisfied
dissatisfied 4 4.0 4.0 100.0
Total 100 100.0 100.0
dissatisfied
neither satisfied nor dis
satisfied
Analysis
Out of 100 respondents 66% people have satisfied with the offer provided by the big
bazaar,30% people are neither satisfied nor dissatisfied with the offer,4% people are dissatisfied
with the offer.
Interpretation
From the survey more people are satisfied with the offer which provided by big bazaar.
Page 72
16) Is the singage helpfull in the store?
Frequencies
Is the singage helpfull in the store?
Statistics
N Valid 100
Missing 0
Cumulative
Valid yes 100 100.0 100.0 100.0
120
100
80
60
40
20
yes
Analysis
Out of 100 respondents fully 100% people are agreed with the signage, it is helpful in the
store.
Interpretation
From the survey it is cleared that all respondents agreed with the signage.
Page 73
17) Are you satisfied with the medias performance promoted by bb ?
Frequencies
Are you satisfied with the medias performance promoted by bb ?
Statistics
performance promoted by bb ?
N Valid 100
Missing 0
Cumulative
Valid first rank 4 4.0 4.0 4.0
second rank 32 32.0 32.0 36.0
third rank 46 46.0 46.0 82.0
fourth rank 14 14.0 14.0 96.0
fifth rank 4 4.0 4.0 100.0
Total 100 100.0 100.0
Analysis
Out of 100 respondents 4% people has given the 1 st rank to media’s performance, 32%
people has given 2nd rank, 46% people has given 3 rd rank,14% people has given 4 th rank, 4%
people has given 5th rank.
Page 74
Interpretation
From the study we can come to know that more people given 3 rd rank towards media’s
performance promoted by big bazaar.
18) Would you like to visit bb again?
Frequencies
Would you like to visit bb again?
Statistics
N Valid 100
Missing 0
Cumulative
Valid defenetly 80 80.0 80.0 80.0
not sure 20 20.0 20.0 100.0
Total 100 100.0 100.0
100
80
60
40
20
0
defenetly not sure
Analysis
Out of 100 respondents 80% people said that they definitely visit again,20% people said
as not sure.
Interpretation
From the study more people want to visit again to big bazaar.
Page 75
Findings
Page 76
i. By the study, we can come to know that 100% respondents are aware of big
bazaar.
ii. In the 100 respondent, 38% people are known by news paper,34% people
a. Are known by TV,others are known by internet and friends.
iii. Most of the people want to visit once a week and month.
iv. 100% people have come across the big bazaar’s advertisements.
v. By the survey we can say that 66% people have come across the TV and 26%
a. People have come across print media.some people have come across
internet and others media.
vi. According to the respondents view television is most influence media,maximum
vii. people said radio is not influence media.
viii. By the survey we can say most of the people know BIGBAZAAR by its tv
advertisement..
ix. According to respondents view 80% people say BigBazaar is good & 20% people
say BigBazaar is average.
x. Around 58%people said Bigbazaar advertisement is attractive,26% people said
Bigbazaar advertisement is moderate.
xi. By the study we came to know that most of people are highly influenced by
Bigbazaar advertisement & want to visit Bigbazaar & purchase.
xii. Around 62 % of people has seen the Hoardings of Bigbazaar.
xiii. In 100% respondents 66% of people said tv advertisement’s are help full on
getting information of Bigbazaar & very less said Road shows & Wallpaints.
xiv. According to respondents many people rate 5 for Hoardings, Paintings & some of
people rate 3 for Boardings.
xv. In 100% respondents 74% of people are aware of Buy One Get One offer &
others are aware of great exchange offer, buy 3 apparels at 999 offer.
xvi. By the survey we come to know that 66% of people are satisfied by the offer
provided by BigBazaar & only 4% some people are dissatisfied.
Page 77
xvii. 100% of respondents said signage is help full in store.

xviii. In 100% respondents 46% rank 3 for performance of medias provided by
BigBazaar & 4% each ranked first & fifth rank.
xix. By the survey we come to know that 80% people want to visit BigBazaar & 20%
of people are not sure to visit BigBazaar.
Page 78
SUGGESTIONS
 Since the Tv Advertisement is most attractive media as per the respondents view,
company can concentrate on TV ads by making them more attractive and in a
medium that’s understandable by people of in and around Hyderabad city, to
inform about any new deals like ANNIVERSARY CELEBRATION Offers &
SAB SE SASTA DIN.,
 Hoardings & Paintings are good source of advertisements so company has to

concentrate on this advertising aspect Hoardings & Paintings has to be increased
& placed in more crowded areas.
 Big Bazaar has to concentrate on more offers & may provided discounts, more
exchange offers.
 Now a days Radio & Internet are good source of medias company has to give
more advertisements on these medias, to reach maximum people.
Page 79
CONCLUSION
Indian retail sector is witnessing one of the most hectic Marketing activities of all
times. The companies are fighting to win the hearts of customer who is God said by the
business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. In
India, that advantage goes to “BIG BAZAAR”. It has brought about many changes in the
buying habits of people. It has created formats which provide all items under one roof at
low rates.
The consumers preferences are changing & they are moving from Traditional
Kirana stores to Modern Retail outlet. It’s the main challenge to the Modern retail outlets
to attract the customers towards them from that of competitors. To attract more customers
companies have to carryout the promotional activities in unique way. BIG BAZAAR has
maintained that uniqueness & has succeeded in attracting customers.
The advertisement of the company like TV ads, print media & pamphlets are good
advertisements which made its place in minds of customer to find BIGBAZAAR
differently. As the competition is becoming stiff in the market the activities conducted by
the company are unique, that have brought fruitful result to the company. Among them
Advertisement is one of the leading activity or unique among all other activities & has
high influence on the customer walk-in.
Page 80
BIBLOGRAPHY
Page 81
BIBLOGRAPHY
Reference Books:
Marketing Management Philip Kotler
Marketing Research A.Parasuraman
Websites:
www.Google.com
www.BIGBAZAAR.com
www.futuregroup.com
Page 82
Appendices
Page 83
QUESTIONARIE
Dear Sir/Madam,
Name: ____________________
Address (location): _________________________
Contact Number: _________________________
Sex: Male Female

Please let me know a little more about yourself.
Please specify your Age group (years);
(a) Less than 25 (b) 26-40
(c) 41-50 (d) Over 50
Please specify your monthly household income (Rs.);

(a) Less than 10,000 rupees/month
(b) 1,0000 to 20,000 rupees/month
(c) 20,000 to 30,000 rupees/month
(d) Over 30000 rupees/month
. Occupation:
Business Employee Professional
House wife Student
1) Do you know BIGBAZAAR?

Yes No
Page 84
(If yes continue else skip)

2) How do you come to know about BIG BAZAR outlet?
a) News Paper b) Television c) Radio d) Internet e) Friends
3). How often do you visit BIG BAZAAR ?
First time Once a week Twice a week
Weekends Once a month Anytime
4) Have you come across the advertisement of BIGBAZAAR?
Yes No
(If yes continue else skip)
5) Which are the advertisement media of BIGBAZAAR you come across?
Print media Television
Internet Radio Others
6) Rate which media is influencable
(1 is highest & 5 is lowest)
Influencable one Moderate Not Influencable one
Print media
Television
Internet
Radio
7) Which are the advertisements of BIGBAZAAR you come across?

Television Ads Hoardings, Boardings & Paintings
Standees & drop downs Leaflets & Pamphlets
Others _ _ _ _ _ _ _ _ _ _
8) What is your opinion about advertisements?
Very good Good Average Bad Worst
9) What do you think about BIGBAZAAR’s advertisements?
Highly attractive Attractive
Moderate Less Attractive
Page 85
10) What do you feel by watching advertisements of BIGBAZAAR?

Very informative
Gives greater product information
Helps in identifying BIGBAZAAR as differently
Highly influences to visit BIGBAZAAR & purchase
Gives greater awareness about BIGBAZAAR & purchase
11) Have you seen hoardings of BIG BAZAR in Hyderabad?

Yes No
12) According to you, which media will be helpful to you for getting information about
BIG BAZAAR?
TV advertisement
Hoardings
Road shows
Pamphlets
Wallpaints
13) Rate the following factors of BIGBAZAAR compared to other outlets.

(1 is highest & 5 is lowest)
Ratings
1 2 3 4 5
Hoardings
Boardings
Paintings
14) From the following, which are the offers are you aware
a) Great exchange offer b) Buy one get one free
c) Buy 3 appeareals at 999
Page 86
15) Are you satisfied by the offer provide by BIGBAZAAR
Highly Satisfied Neither satisfied dissatisfied Highly

Satisfied Nor dissatisfied dissatisfied
16) Is the signage in the store helpful?

(a) Yes (b) No
If No, (Please specify reasons)
_________________________________________________
17) Are you satisfied with the Medias performance promoted by BIG BAZAAR ?
Rank the following where 1 is least satisfied and the 5 highly satisfied
1 2 3 4 5
18) Would you like to visit BIG BAZAAR again ?
(a) Definitely (b) Not sure (c) No
If No, (Please specify the reasons)
____________________________________________________
19) Suggestions or comment for further improvement of advertisement at

BIG BAZAAR ___________________________________________________
________________________________________________________________
******************* THANK YOU ********************
Page 87

A Study On Effectiveness of Advertisement Carried Out - by Big Bazaar

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“A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT

BY BIG BAZAAR AT HYDERABAD”

 EXECUTIVE SUMMARY 4–5

 COMPANY PROFILE 23 - 35

The research titled “A study on effectiveness of advertisement carried out by

The report deals with the impact of Advertisement on attracting customers

Topic of the study

“A study on effectiveness of advertisement carried out by BIG BAZAAR at

Need for the study

4. Scope for the study

The data was collected through,

Population of Hyderabad city.

ANALYSIS OF THE COLLECTED INFORMATION:

The research findings and personal experience is used to propose recommendations.

Hypothesis means assumption Statistical hypothesis means assertion or conjecture

= 0.66 – 0.70 = -0.8695

Broadly speaking, advertising may be classified into two categories viz.,

i) In patronage institutional advertising the manufacturer tells his prospects and

7. It raises the standard of living of the general public by impelling it to use to

WHY & WHEN TO ADVERTISE

1. Identifying and analyzing the advertising.

1. Press Advertising or Print

i) Newspapers City, Small town, Sundays, Daily, weekly,

ii) Magazines General or special, illustrated or otherwise,

2. Direct Mail Circulars, catalogues, leaflets, brochures,

3. Outdoor or Traffic Poster and bills on walls, railways stations

4. Broadcast or radio and T.V. Spot, Sectional or national trade cost

5. Publicity Movie Slides and films non theatrical and

6. House to house Sampling , couponing, free gifts, novelties,

7. Dealer aids Counter and widows display demonstration

6. Creating the Advertising Messages :

For an effective advertising programme, the advertising manager requires a basic

Nature of the Industry

Firms in the advertising and public relations services industry prepare

Most advertising firms specialize in a particular market niche. Some companies

Companies often look to advertising as a way of boosting sales by increasing the

advertising campaigns are temporary, so employers would have difficulty maintaining

Widespread public relations services firms can influence how businesses,

In an effort to attract and maintain clients, advertising and public relations

The TV commercial is generally considered the most effective mass-market advertising

Virtual advertisements may be inserted into regular television programming

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-

The Global Retail Industry

Retail in India is on a cup of transformation. Organized retailing as a professional

Market Trends, Challenges & Opportunities

4. Growing urbanization and metropolitan saturation is leading to the expansion of

• In terms of formats, the energy in terms of new investments is expected to be driven

INDIA: A Hot Spot

As the contemporary retail sector in India is reflected in sprawling shopping centers,

Growth drivers in India for retail sector

 Rising incomes and improvements in infrastructure are enlarging consumer

Several product lines-typically clothing, household goods, home furnishings- with

Relatively large, low-cost, low-margin, high volume, self-service operation designed

Averages 35,000 square feet of selling space traditionally aimed at meeting

FDI in India’s Retail Sector

The Indian Scenario:

Higher competition would lead to higher quality in products and services.

Better lifestyle as better products would be introduced.

Exports would increase due to greater sourcing of major players.

Investment in whole supply chain would increase.

BIG BAZAAR: An Overview

BIG BAZAAR Started purely as a fashion format including apparel, cosmetics,

Boasting of an impressive array of private labels, Big Bazaar is continually striving to