Introduction

Retailing in evolving into a global, high-tech business. Wal-Mart is now the world’s largest corporation and has become the largest food retailer in the United States. French based Carrefour, the world second largest retailer. Retailing in more developed countries is big business and better organized. But the retail scenario in India is different much of it is in unorganized sector. There are more than 12 million retail outlets of various sizes and formats. And almost 90% of them are less than 500 sq. ft. in size and the per capita retail space is only 2 sq. ft. while US has 16 sq. ft. India has the largest number of outlet in world i.e. 9 outlets for 1000 people. Most of them are independent and contribute to the retail sales. Because of increasing number of nuclear families, working women, greater work pressure and greater commuting time, convenience has become a priority for Indian customers. They want everything under one roof for easy access and multiplicity of choice. The growth and development of organized retailing is driven by two main factors- lower prices and benefits the customer can’t resist. India is rapidly involving into a competitive market place with potential target consumers in the niche middle class segments. The market trend indicates tremendous growth opportunities. The buying behaviour and lifestyle in India too are changing and the concept of “value for money” is fast catching on in Indian retailing. This is the evident from the expansion of the pantaloons chain into the large format, Big Bazaar. This growth in retail sector is making the retailers powerful intermediates in the marketing channel, bridging the gap between manufactures and consumes.

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Objective of the Study at Big Bazaar
Retail is the buzz word of the Indian economy today. As retail industry is growing at a high pace we wanted to have an overview of the subject. I have chosen Big Bazaar Retail as the area for field work because Big Bazaar Retail is very upcoming retail company which is continuously changing its activities with the change of time. I want to understand their marketing activities and like to relate how similar or dissimilar it is from what I have studied in Retail marketing. To execute the project I visited Big Bazaar and collected the data. The interaction with the Store Manager, Operational Manager in Big Bazaar was fruitful to me as it cleared many core concepts when it came to practical application. The objectives of the surveys I did:  Collecting customer opinions and understand their expectations and requirements.  To know about the customer queries, comments and suggestions about the store and its products.  To get suggestions to increase the customer satisfaction and to improve the image of the stores Big Bazaar.  Develop service or product based on the findings.  Look at the current trends so that you can change immediately.  To know about the marketing activities of Big Bazaar.  To increase the sales.

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Research Methodology
Need for the Survey:Many surveys were done for the partial fulfilment of project work as to study the market as well as consumers. Those surveys contained many things:  To analyze the customer satisfaction and opinion towards BIG BAZAAR store.  To get suggestions from customers to increase their satisfaction level and to improve the image of the stores BIG BAZAAR.  To do customer profiling in catchment and nearby areas before opening of a store.  To do some promotional activities which included creating awareness among the people?  To analyze the resent prices of some sku’s for food bazaar with competitors.  The image of the stores BIG BAZAAR.  To know about the marketing activities of Big Bazaar.

Research Design:Research design was adopted for the purpose of analyzing the data that would give concrete & useful results in making a value judgment, which was aimed to combine relevant data along with the economic infrastructure and time in mind.

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Source of Data:Primary Source: The primary data is collected by interviewing the customers who have visited the BIG BAZAAR store for shopping and consumers at home also. PCMC. ft. Pune. For studying the Improving returns per sq. for Utensil and Plastic section of the Big Bazaar. The secondary data is collected form  Company’s profiles  Magazine  News papers Sampling Unit: It means whom to be surveyed. In this project. samples were taken for different customers who come in Big Bazaar. Secondary Source: Secondary information is any data generated for some purpose other than present research. Therefore primary data was collected in the communication process where interviewer was answering to the different questions posed b the interviewer. Pune. the sample size is 500. each unit of the sample has responded to the questionnaire and has given their opinion about the store BIG BAZAAR. 4 . PCMC. Sample size: Sample size means how many samples to be surveyed.

Almost 96% of these retail outlets are less than 500 sq. meaning ‘to cut a piece off or ‘to break bulk’. greater work pressure and increased commuting time. This offers an excellent opportunity for organized retailers in the country who account for just 2% (and modern stores 0. Most of them are independent and contribute as much as 96% to total retail sales.5%) of the estimated US $180 billion worth of goods that are retailed in India every chain. Wal-Mart. Because of the increasing number of nuclear families. working women. Retailing Scenario. Retailing involvers a direct interface with the customer and the coordination of business activities from end to end right from the concept or design stage of a product or offering.Industry Profile RETAILING:Definition and scope of Retailing: The word ‘retail’ is derived from the French word ‘retailer’. India’s per capital retailing space is thus the lowest in the world.India:The retail scenario in India is unique. The market trends indicate 5 . The industry has contributed to the economic growth of many countries and is undoubtedly one of the fastest changing and dynamic industries in the world today. ft. In simple terms. compared to the US figure of 16 sq. They want everything under one roof for easy access and multiplicity of choice. convenience has become a priority for Indian consumers. the per capital retail space India being 2 sq. in size. With more than 9 outlets per 1000 people. India is rapidly evolving into a competitive marketplace with potential target consumers in the niche and middle class segments. ft. Much of it is in the unorganized sector. it implies a first-hand transaction with the customer. India has the largest number in the world. ft. to its delivery and post-delivery service to the customer. with over 12 million retail outlets of various sizes and formats.

Reliance is hiring overseas talent to beef up its management capabilities it has roped in Peter Bracher form Asda Wal-Mart as special adviser for Reliance Fresh stores and Kevin Pleass from Tesco.tremendous growth opportunities. ft. Pantaloon Retail currently has 3. with the launch of its Croma store. in Tier-II cities. Large Indian companies. The Tata group too earlier this year expanded its footprint (beyond the formats rolled out by Group Company Trent of Westside fame) by entering the durables segment. Again. to help with store design and construction even as the AV Birla group is on a talent hunt ahead of its Rs 15. in a tie-up with Australian retailer Woolworths. pantaloon has been quick to establish its presence.among them the Tata.Wal-Mart is likely to be Reliance retail. Retail icon Kishore Biyani is also stepping on the gas.controlled Globus that are expanding their reach in the apparel and accessories segments.000. Subhiksha and Sabka Bazaar 6 . Key Players in Indian Retail Sector:The players have hit the ground running. Others like ITC (a big player in its own right). Global majors too are showing a keen interest in the Indian retail market.000 stores by 2010. Domino’s among a host of others have come into India through the franchise route following the relaxation of FDI (foreign direct investment) restrictions.crore (Rs 150 billion) retail rollouts. of space in the country by 2010. Lacoste. It had already opened 11 pilot stores under the “Reliance Fresh” format in Hyderabad. UK. which had planned to establish 10. Goenka and the Piramal groups are investing heavily in this industry.2 million sq. McDonald’s. the Godrej group. where lease rentals are 40-50% lower than those in top tier cities. The biggest competitor for Bharati.he has announced plans to roll out 225 Big bazaar stores and hundreds of other outlets in other formats in the next four years. the retail wing of Reliance. Then there are players like the K Raheja group’s Shopper’s stop and the Rajan Raheja. Samsonite. Swarovski. Century Textiles and Raymond as well as mid-size players like Vishal Mega Mart. Over the years. international brands like marks and Spencer.

“we plan to have a national presence with 30 stores by March 2008 and double it to 60 by March 2009. The key players currently operating in the Indian retail industry includes Future Group. Videocon appliances Ltd. 7 . what is most likely to succeed is a more balanced multi-format strategy. with a capital or Rs 400 crore (Rs 4 billion). and DCM. Director. Godrej Agrovert Ltd. shoppers stop Ltd. who is spearheading Tata’s retail venture. if experience in other markets is anything to go by. while in the first flush of the retail boom.T. Wal-Mart. global sourcing and scale will be a key factor.Hariyah Kisaan Bazaar. Finally. RPGEnterprise. and Bharati Enterprises have signed a Memorandum of Understanding (MoU) to explore business opportunities in the Indian retail industry. Another big player in the segment will be the Bharati group. giving a somewhat hollow ring to the much-talked-about retail boom in the country. the elimination of traditional intermediaries may bring windfall gains (as well as bring welcome and much-needed relief to the producers). This joint venture will mark the entry of Wal-Mart into the Indian retailing industry a retail chain like future Group’s Big Bazaar may be clocking heady sales (growing at 100% year-on-year). Trent Ltd. this source will increasingly dry out as competition intensifies and margins come under pressure a few years down the line. Overhauling this part of the supply chain will be key to the success of any retail venture in food and groceries segment. provogue India Ltd. Bata India Ltd.are busy increasing their footprint.” says RK Krishna Kumar. But in the long run. but the dozenodd shops operating in its proximity wear a deserted look. I. private labels and customer loyalty programs. Ltd. a result of retailer-manufacturer tie-ups. Vishal Retail Ltd. an uncanny ability to read shifting trends. state-of-the-art supply chain infrastructure. the world’s largest retailer. Retailers ranging from pantaloon to RPG to piramal’s or the Tata’s are working towards exploiting this model.C. perceived by consumers as more value enhancing. And. value-added services (convenience). other than price. What would set the survivors apart from those who are forced to sell out (or go belly-up) will be differentiators like location. Tata sons. The last.

 This is followed by grocery stores.  These Wal-Mart wannabes have the economy of scale to be low – medium cost retailers pocketing narrow margin. clothing and apparel stores.  Following the past trends and business models in the west retail giants such as Pantaloon.Major Retailer in India: India’s top retailers are largely lifestyle. Shoppers’ Stop and Lifestyle are likely to target metros and small cities almost doubling their current number of stores. Leading Retailers 8 .

Big Bazaar.com Pantaloon Retail (India) Limited. a uniquely Indian hypermarket chain. M-Bazaar and Star and Sitara. operates Home Town.pantaloon. aLL. Headquartered in Mumbai (Bombay). Fashion Station. a chain of fashion outlets.Company Profile Pantaloons Retail (India) Ltd. a supermarket chain. Type Key People Industry Products Website Private Kishore Biyani MD & CEO Retail Department Stores & Supercenters www. blends the look. Home Solutions Retail (India) Limited. Shoe Factory. Some of its other formats include. touch and feel of Indian bazaars with aspects of modern retail like choice. is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Brand Factory. Collection i. has over 1000 stores across 53 cities in India and employs over 25. Top 10. selling home furniture products and E-Zone focused on catering to the consumer electronics segment. Pantaloon Retail is the flagship company of Future Group. Blue Sky. The company’s leading formats include Pantaloons. convenience and quality and Central. a business group catering to the entire Indian consumption space. Food Bazaar. A subsidiary company. a chain of seamless destination malls. Depot. futurebazaar. a large-format home solutions store.com. 9 . Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona.000 people. the company operates over 7 million square feet of retail space. The company also operates an online portal.

Generali. Future Money and online retail format. Every time to Every Indian Consumer in the most profitable manner. US-based stationary products retailer. Pantaloon Retail (India) Limited operates over 7 million square feet of retail space. Big Bazaar. The group’s joint venture partners include Italian insurance major. consumer finance. Home Town.Future Group:Future Group is one of the country’s leading business groups present in retail. Fashion Station. Blue Foods and Liberty Shoes. asset management. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. “deliver Everything. Depot. Future Generali India Indus League Clothing and Galaxy Entertainment that manages Sports Bar. French retailer ETAM group. Furniture Bazaar. Food Bazaar. retail media. Staples Inc and UK-based Lee Cooper and India-based Talwalkar’s. focuses on asset management and consumer credit. insurance. The group’s flagship company. Brand Factory. Future Group’s vision is to. Central. the group’s financial arm. retail spaces and logistics. Retain values. Top 10. Pantaloons. Lines of Business:The company is present across several lines of business which have various formats (stores) lywood. Some of its leading retail formats include. aLL. Electronics Bazaar. Big Bazaar. Navras. Central. Everywhere.Rewrite rules. Future Group companies includes. Lee Cooper (JV)  General merchandise – Big Bazaar.com. The Dollar Store (JV)  Fashion – Pantaloons. e-Zone. Future Capital Holdings. Staples (JV)  Home improvement – Home Town 10 . futurebazaar. Blue Sky. has over 1000 stores across 53 cities in India and employs over 25.” The group considers ‘Indian-ness’ as a core value and its corporate credo is . KB’s Fair Price  Electronics – e-Zone. Shoe Factory. Brew Bar and Bowling Co. Future Capital Holdings.000 people.

a chain of fashion destinations. Sensei Service – E-Care Malls – TGIP. Tulsi Telecom & IT – Gen M. along with specialized formats for home furniture and home furnishing through. Central Gurgaon Future Retail:Retail forms the core business activity at Future Group and most of its businesses in the consumption space are built around retail.         Furniture – Collection I. M-Bazaar. F123 Wellness – Star & Sitara. Furniture Bazaar. Retailing of products and services related to home building and home improvement is led through the group’s formats.a chain of seamless destination malls. convenience and quality and Central -.. futurebazaar. 11 . the group’s flagship company. Home Town.000 stores spread over 12 million square feet of retail space. Some of its other formats include Brand Factory. Planet Sports. aLL.com.a uniquely Indian hypermarket chain. the group manages some of India’s most popular retail chains like Pantaloons -. Collection i and Furniture Bazaar and consumer electronics through e-Zone and Electronics Bazaar. and Star and Sitara. Food Bazaar -. touch and feel of Indian bazaars with aspects of modern retail like choice. Converge M. Big Bazaar . The group currently operates around 1.a supermarket chain that blends the look. a largeformat home solutions store. The group also operates India’s most popular online shopping portal. Consumer Durables – Koryo. M-Port. Top 10. the group’s retail formats cater to almost the entire consumption expenditure of a wide cross-section of Indian consumers Led by Pantaloon Retail. Present in the value and lifestyle segments. Future Group’s retail network touches the lives of more than 200 million Indians in 71 cities and 65 rural locations across the country. Home Bazaar E-tailing (Online Shopping) Books & Music’s – Depot Leisure & Entertainment – Bowling Co.

the group’s brands include Koryo and Sensei. and Home Décor categories. present in the home segment. In the food and home care segment brands include Tasty Treat. 12 . Some of the key brands in this portfolio include. This activity is led through Future Brands India Limited. Lombard.The group also operates India’s leading rural retailing chain. Aadhaar. Bare. provides a complete solution provider for the Indian farmer. Buffalo and RIG in the fashion and apparel space. In consumer durables and electronics space. offers a wide range of products in kitchenware. Premium Harvest. bed & bath linen. Pantaloon Retail was awarded the International Retailer of the Year by the US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year at the World Retail Congress held in Barcelona. John Miller. Aadhaar that is present in over 65 locations in rural India. Fresh & Pure. Care Mate and Clean Mate. DJ&C. Future Brands:The Future Group has built a strong portfolio of some of the fastest growing consumer brands in India. Dreamline. a specialized subsidiary company that was set up to create and build powerful brands that address the aspirations of the new Indian consumer. an agri-service cum rural retail initiative. In 2007.

1999. Managing Director Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group. retail stores operations. Independent Director Shri Shailesh Haribhakti is a Chartered Accountant. Wholetime Director Rakesh Biyani is a commerce graduate and has been actively involved in category management.. Kishore Biyani. and a Certified Internal Auditor. Ambuja Cement Eastern Ltd. Whole time Director Gopikishan Biyani is a commerce graduate and has more than twenty years of experience in the textile business. IT and exports. Prior to joining Pantaloon Retail.  Mr.  Mr. He is on the Board of several Public Limited Companies. He has been instrumental in the implementation of the various new retail formats.Board of Director’s: Mr. Shailesh Haribhakti. He is the Deputy Managing Partner of Haribhakti & Co. Cost Accountant.  Mr. 13 . Ved Prakash Arya. Director Ved Prakash Arya is an engineer by training and is a graduate of the Indian Institute of Management. Chartered Accountants and past president of Indian merchant Chambers. he was the CEO of Globus..  Mr. He is on the Board of Company since June 1. Gopikishan Biyani. including Indian Petrochemicals Corporation Ltd. Rakesh Biyani. etc. Ahmadabad.

Anju Poddar. among others. O. Independent Director D. among others.  Mr. Independent Director Anju Poddar holds a Bachelor of Engineering from University of Oklahoma and is a Director. IndusInd Bank and Hinduja TMT. Koshy holds a doctorate from IIT. Anil Harish. Hyderabad chapter. D O Koshy. Nagarjuna Construction. NIFT. Delhi and is the Director of National Institute of Design (NID). and also serves on the boards of Deccan Aviation. Mr. Independent Director Bala Deshpande is Independent Director. She also serves on the board of Maharishi Commerce Ltd and Samay Books Ltd. Welspun India and Indus League Clothing Ltd. among others. 14 . He is a renowned consultant specializing in international marketing and apparel retail management. Independent Director Anil Harish is the partner of DM Harish & Co. S Doreswamy. 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. 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.  Ms. Associates & Solicitors and an LLM from University of Miami. Independent Director S. Bala Deshpande. Pantaloon Retail (India) Ltd.  Dr. Unitech.  Ms. Ahmadabad. He also serves on the board of Mahindra Gesco. Chennai and Bangalore.

do just one thing. And it is this that will help us succeed in the Future. we will evolve it. in Future Group. We will not just post satisfactory results.Corporate Statements:Future Group Manifesto:“Future” – the word which signifies optimism. our ability to learn. employees. write rules yet unwritten. growth. we will write success stories. strength. unlearn and re-learn our ability to evolve. how and when they need. achievement. we will effect socioeconomic development for our customers. We will not just spot trends. associates and partners. To strive for a glorious future brings to us our strength. Retain Values 15 . We shall keep relearning. Rewrite Rules. shareholders. We. we will set_trends by marrying our understanding of the Indian consumer to their needs of tomorrow. Future encourages us to explore areas yet unexplored. but also get them where. We will not just operate efficiently in the Indian economy. beauty. rewards and perfection. will not wait for the Future to unfold itself but create_future_scenarios in the consumer_space and facilitate consumption because consumption is development. Our customers will not just get what they need. It is this understanding that has helped us succeed. And in this process. Thereby. create new opportunities and new successes.

making consumption affordable for all customer segments – for classes and for masses. We shall be efficient.Group Vision:Future Group shall deliver Everything. Simplicity & Positivity: Simplicity and positivity in our thought.conscious and committed to quality in whatever we do. business and action. Respect & Humility: to respect every individual and be humble in our conduct. humility and united determination shall be the driving force to make us successful. sincerity. creating retail realty. Valuing and Nurturing Relationships: to build long term relationships. We will be the trendsetters in evolving delivery formats.       16 . Every time for Every Indian Consumer in the most profitable manner. knowledge and information. Group Mission:We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. Everywhere. cost. Core Values:   Indianness: confidence in ourselves. Adaptability: to be flexible and adaptable. Leadership: to be a leader. We shall ensure that our positive attitude. We shall infuse Indian brands with confidence and renewed ambition. to meet challenges. Flow: to respect and understand the universal laws of nature. Introspection: leading to purposeful thinking. both in thought and business. Openness: to be open and receptive to new ideas.

Eat. 17 . 1997 Pantaloons – India’s family store launched in Kolkata. 2004 Central – ‘Shop. 1991 Launch of BARE. 2001 Big Bazaar. 1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across the nation. 1992 Initial public offer (IPO) was made in the month of May. the Indian jeans brand.India’s first seamless mall is launched in Bangalore.Company Timeline:Major Milestones 1987 Company incorporated as Manz Wear Private Limited. 1995 John Miller – Formal shirt brand launched. 2002 Food Bazaar.India’s first hypermarket chain launched. The company starts the distribution of branded garments through multi-brand retail outlets across the nation. ‘Is se sasta aur accha kahi nahin’ . Celebrate in the Heart of Our City’ . India’s first formal trouser brand. the supermarket chain is launched. Launch of Pantaloons trouser.

the popular fashion chain is launched aLL – ‘a little larger’ . Furniture Bazaar. innovation and achievement in the food retailing business as a benchmark of excellence. Multiple retail formats including Collection i.exclusive stores for plus-size individuals is launched 2006 Future Capital Holdings. were given away for the first time as a culmination of the ‘Food Forum India 2008’ – a two day convention which saw the participation of leading brands. The awards were presented to honour enterprise. Shoe Factory. Awards & Recognition:2008 Coca-Cola Golden Spoon Awards 2008  Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani  Most Admired Food & Grocery Retailer of the Year – Supermarkets: Food Bazaar  Most Admired Food & Grocery Retailer of the Year . the company’s financial arm launches real estate funds Kshitij and Horizon and private equity fund Indivision.Hypermarkets: Big Bazaar  Most Admired Retailer of the Year .com are launched across the nation. Depot and futurebazaar.Dynamic Growth in Network Expansion across Food. Beverages & Grocery: Future Group  Most Admired Food & Grocery Retailer of the Year . retailers & retail support organizations from across the globe.2005 Fashion Station . 18 .Consumer's Choice: Big Bazaar The Coca-Cola Golden Spoon Awards 2008. Group enters into joint venture agreements with ETAM Group and Generali. Plans forays into insurance and consumer credit. E-Zone.

2007 Images Retail Awards Most Admired Retail Face of the Year: Kishore Biyani Most admired retailer of the year: Large format.  Images Retail Forum followed strict international benchmarks in deciding the top honours for Images Retail Awards ’07. multi product store: Big Bazaar Most admired retailer of the year: Food and Grocery: Food Bazaar Most admired retailer of the year: Home & office improvement: HomeTown Most admired Retail Company of the year: Pantaloon Retail (India) Ltd. with IRIS as knowledge partner and global consulting firm AT Kearney as the Process Approver. in Asian Retail scenario.Asia’s single most important global platform to promote world-class retail practices . 19 .and are aimed at honouring the best.The Reid & Taylor Awards for Retail Excellence 2008  Retail Leadership Award: Kishore Biyani  Retail Best Employer of the Year: Future Group  Retailer of The Year: Home Products and Office Improvements: HomeTown The Reid & Taylor Awards for Retail Excellence are an important feature of the Asia Retail Congress . India played host to Asia Retail Congress 2008.

Some of the past winners of the award include Metro AG (Germany). Carrefour (France). PC World Indian Website Awards Best Indian Website In The Shopping Category .Futurebazaar. The awards were decided by a multinational Grand Jury. People Practices Inventory and Employee Opinion Surveys. It is based on CEO interview. The award was presented at the Retail’s Big Show held in January 2007 in New York.4 million members in the US and across the world. World Retail Congress Awards Emerging Market Retailer of the Year 2007 – Pantaloon Retail (India) Ltd The inaugural World Retail Congress held in Barcelona. Pantaloon Retail became the only retailer to feature among the twenty-five best employers in India. Boticario (Brazil) and Ito Yokado (Japan). Mall of Emirates. 20 . Spain in March 2007 attracted over one thousand retail professionals from over sixty countries. Marks & Spencer and IKEA. as part of its global initiative.com PC World. Hewitt Associates conducts an annual survey of the best employers in India. Zara (Spain). Winners in other categories included Inditex. information being presented in an intuitive and concise manner and overall experience aided by design. Hewitt Best Employers 2007 Best Employers in India (Rank 14th) – Pantaloon Retail (India) Ltd Leading human resources consultancy. a leading consumer technology magazine selected the best Indian websites in various categories based on use of technology for delivering solutions.National Retail Federation Awards International Retailer for the Year 2007 – Pantaloon Retail (India) Ltd The National Retail Federation is the world’s largest retail trade association with over 1.

CNBC Indian Business Leaders Awards the First Generation Entrepreneur of the Year – Kishore Biyani Organized by CNBC-TV18.Reader’s Digest Trusted Brands Platinum Awards Trusted Brands Platinum Award (Supermarket Category) – Big Bazaar The Reader’s Digest awards are based on surveys done among consumers by independent research agency. the twelve awardees in various categories are decided by a high profile jury. 2006 Retail Asia Pacific Top 500 Awards Asia Pacific Best of the Best Retailers – Pantaloon Retail (India) Ltd Best Retailer in India – Pantaloon Retail (India) Ltd The Retail Asia publication in association with Euro Monitor and KPMG honours the best retailers in 14 countries across the Asia Pacific region. Nielsen Media Research. The awards were presented in Singapore in October. This is the second consecutive time Big Bazaar has won this award. Asiamoney Awards Best Managed Company in India (Mid-cap) – Pantaloon retail (India) Ltd. Development Dimensions International (DDI) and AC Neilson ORG MARG. The Asiamoney publication conducts a poll among fund manages and investors and does a quantitative analysis of financial performance to select best managed companies in Asian countries. a jury comprising leading names in Indian business selected the winners based on courage. passion. along with research partners . endurance and vision. creativity.The University of Chicago Graduate School of Business. Ernst & Young Entrepreneur of the Year Award Ernst & Young Entrepreneur of the Year (Services) – Kishore Biyani Considered to be one of the most prestigious business awards in India. 2006. 21 .

Lakshmipat Singhania – IIM Lucknow National Leadership Awards Young Business Leader – Kishore Biyani The award recognizes and honours’ individuals who have contributed consistently to the betterment of our country through their pursuit of excellence.Big Bazaar The Reader’s Digest awards are based on surveys done among consumers by independent research agency.000 consumers were asked to choose their most preferred brands. CNBC Awaaz Consumer Awards Most Preferred Large Food & Grocery Supermarket – Big Bazaar Conducted in association with AC Nielsen-ORG Marg across 21 major cities. 2006. Manmohan Singh in December. Images Retail Awards Best Value Retail Store – Big Bazaar Best Retail Destination – Big Bazaar Best Food & Grocery Store – Food Bazaar Retail Face of the Year – Kishore Biyani The Images Retail Awards are decided through a nationwide consumer & industry poll and nominations followed by performance assessment by team of analysts and jury. Readers’ Digest Awards Platinum Trusted Brand Award . Reid & Taylor Awards for Retail Excellence Retail Entrepreneur of the Year – Kishore Biyani 22 . nearly 10. Nielsen Media Research. The awards were presented in New Delhi by the Prime Minister Dr.

cosmetics. first generation entrepreneur Kishore Biyani opened the country’s first hypermarket retail outlet in Kolkatta (then Calcutta). 30th September 2008. However. two more stores were added – one each in Hyderabad and Mumbai. Currently. 2005. Big Bazaar was started purely as a fashion format including apparel. which will take the eventual count to 101 stores in the country. the thought came to name it as “Big Bazaar”. the flagship retail chain of the Future Group. Big Bazaar. when the young. These three stores opening shortly in Pune (Kalyani Nagar). thus starting on a successful sojourn which began the chapter of organized retailing in India. reflects the aspirations of millions of Indians. Big Bazaar will be opening three more stores in a single day – i. Since the size of the hypermarket was big than an average mandis. Further to this. In the same month.e. including the recently opened store in Mysore on September 26th 2008. The journey of Big Bazaar can be divided into two phases – one pre and the other post January 26th. Speaking on this momentous occasion and remembering the days of conceptualizing the hypermarket idea Mr. Big Bazaar’s journey began in October 2001. Big Bazaar has 98 stores in the country. accessory and general merchandise. Cuttack (Darga Bazaar) and Delhi (Rajouri Garden).” Though. is on the verge of achieving a unique milestone in the History of World Retail – by being the first hypermarket format in the globe to rollout fastest 101 stores in a short span of seven years. we had freezed on the punch line “Is Se Sasta Aur Accha Kahin Nahi” much before we met the creative agency to design the final logo of Big Bazaar.Big Bazaar India’s Real Retail Story Big Bazaar. Kishore Biyani said. “We initially decided to name the format as “Bazaar” because we had designed the store keeping the Indian mandi style in mind. with its wide range of products and service offering. the first Food Bazaar format was added as Shop-In-Shop within Big Bazaar in the year 2002. Today. when the company rewrote the retail chapter 23 .

wherein understanding of the Indian consumers reflected in the products and services offered. the CEO of the Future Group.000 crore by year 2011 24 . in every employee of the group. has a vast understanding of the consumer’s insight. what followed was the time and again rewriting of the Indian Retail experience. It’s the India and the Indians. Future Group is confident of the Indian Retail Story. Strategy & Convergence. Says Rajan Malhotra. The Group has not slowed down its expansion plans despite the fiscal woes in the economy present today. Big Bazaar is present today in 59 cities and occupying over 5 million sq. ft. Further. Mr. has inculcated the habit of ‘observing. have received every prestigious consumer awards both nationally and internationally. tying up with branded merchandise to offer exclusive products and services to its customers. giving customers preferences above everything else. “What is important in our journey is not the number of stores. joining the organization in early 2001 adds. understanding customers’ behavior’. The format is expecting the number of footfall in the stores to increase by over 140 million by this financial year. Rajan Malhotra. We believed in growing with the society. retail space and driving over 110 million footfalls into its stores. which have helped us. but the customers’ faith in us. expanding in the tier II and tier III towns.” Every Big Bazaar is a small family by its own and the head of the family – Karta – is the store manager. Over the years. reach this feat in such a short time span and today our country is creating a history in the World organized Retail. which reflects the India and the Indianess. Future Group plans to have 300 stores and is expecting revenues of Rs 13. President. Biyani for his vision and leadership. creating innovative deals. In just one day. we have kept Big Bazaar as a soft brand. almost the whole of India descended at various Big Bazaar stores in the country to shop at their favourite shopping destination. “Since beginning. Big Bazaar. and Big Bazaar for its unique proposition to its customers’. participating and celebrating all regional and local community festivals.in India. who is also the first employee of Big Bazaar. Kishore Biyani. with the introduction of a never-before sales campaign “Sasbe Sasta Din”.

A key element of differentiation between the hypermarket and the other retail formats is that they typically destination locations. and offer a variety of food products like clothes. Hypermarkets are today synonymous with one stop shopping. electrical equipment and computers etc. groceries and kitchen utensils. with more than 100 stores in operation. cafeterias and restaurants. DVD’s. jewellery.000 to 2.bigbazaar. books. The word hypermarket is derived from the French word hypermarche. It is a subsidiary of Pantaloon Retail India Ltd’s. ft. TV’s.com Big Bazaar is a chain of hypermarkets in India. footwear. The stores occupy an area which ranges from anywhere between 80. hypermarkets are usually part of a retail park. hardware. which is a combination of a supermarket and department store. The cheapest prices will normally be found in these stores. CD’s. sports equipment. along with other shops. 25 .About Big Bazaar Type Founded Industry Products Parent Website Subsidiary of Pantaloon Group 2001 Retail Department Stores Future Group www. electronic appliances. The hypermarkets are designed to attract customers from a significantly large area with their low price offers. You can also buy branded stuff from Reebok. Nike and Puma here.20. Future Group. Across the world.000 sq. offers a wide range of products including clothing. unique range and offers.

entertainment and pacing here and there. utensils. secure prime locations at the best possible prices and command a strong bargaining power with suppliers. you will definitely get the best products at the best prices – that’s what we guarantee. Helpline. crockery. cutlery. Parking. The company has been able to leverage on its multi-formats-multi-brand stores. It is an ideal shopping experience with an amalgamation of product. Customers come in Big Bazaar for purchasing. service and entertainment all under of a common roof. sports goods and much more at prices that will surprise you. It gives many facility to the customers like. Big Bazaar trying to provide customer with 3V’s  Value  Variety  Volume Big Bazaar (PCMC) divides into three categories. such as  Food Bazaar  Apparels  General Merchandise:. Baggage Counter. which provide it an edge over its competitors.At Big Bazaar. With the ever increasing array of private labels.The largest form of organized retailing today. Exchange etc. it has opened the doors into the world of fashion and general merchandise including home furnishings. o Department Stores o Speciality Stores o Discount Stores o Category Stores o Off-Price Retailers o Warehouse Clubs 26 .

the services they provide and the atmosphere of the store o Very promotion-oriented  Increased competition with discount and specialty stores creating problems 27 . because Big Bazaar based on the departments. Here we talk about the department stores.  Chains are very diverse and appeal to different markets o Unique in terms of the shopping experience they offer. Department Stores:Carry broad variety and deep assortment organized into separate department for displaying merchandise  Major departments includes:o Utensils o Plastics o Home decor o Luggage o Toys o Footwear etc.

Store Organization:- Store Manager Assistant Store Manager Operational Manager Department Manager Additional Department Manager Team Leader Team Member 28 .

As the store would offer a large mix of products at a discounted price. the name Big Bazaar was finalized. Some of the key marketing strategies and promotional activities that are successfully employed by Big Bazaar are: 29 . where the store was located in large areas on the outskirts of the city would not really work in India. a large catchment area was needed. The idea was to re-create a complete bazaar. Price was the basic value proposition at Big Bazaar. which would be created. a typical thought is to seek it from bazaar were a complete range of products is available to the consumers. there was no real precedent in the Indian Market. Pune. Various local market and local markets were studied to understand the product mix and the prices offered. 2007 of the launch of Big Bazaar in PCMC. when a customer needs something for home. A western model had to be adapted to suits the needs of the Indian environment. The cost of time spent on travels and the cost of petrol in India would eat into the saving made. with a large product offering and to offer a good depth and width in terms of range. The Big Bazaar outlets sold a variety of products at prices which were 5-60% lower than the market price. Keeping this is in mind the concept of Big Bazaar was created. The line “IS SE SASTA AUR ACCHA KAHIN NAHI” emphasized this. With the aim of answering this question and in order to allow the company decides on the right locations. The management decided to stick to the existing market places within the city as the western model of hypermarkets. The store. The key question faced by the management was whether the low margins on the products would allow the company to sustain growth. In India. Savings is to the key to the Indian middle class consumers. had to offer value to the consumers. The key learning which came out of this exercise was that for a large store like Big Bazaar.Marketing Strategies of Big Bazaar:At the time 14th April.

30 . The main idea of this sort of ideas is to generate customers in the dull days of the week. This helps the customers as they don’t go looking out for a product of a particular brand.Discount Selling:Big Bazaar sells all its products at a much cheaper price as compared to the local markets. Huge No. were conducted in store in which the customers are provided special discounts. Large Product Line:Big Bazaar also stocks a large product line of a single brand or multiple brands which gives the customers the leeway to select the most appropriate product out of many available at the most economical prices. Frequent Promotional Activities:Frequent promotional programs like “WEDNESDAY – HAFTEY KA SABSE SASTA DIN”. The range of discounts ranges from 5%-60%. of Brands:Big Bazaar maintains a huge number of brands under its dispose which give the customers the liberty of buying the product of their favorite brand. offers in addition to the normal discounts and offers of the store. Although the store sells the products at a cheaper rates it does not compromises with the qualities of the products. “FASHION SHOWS”.

) 15433 46508 56041 13089 11994 14758 19555 08229 32654 40064 11954 09272 14624 17288 .) 15077 30155 37694 13553 13553 13553 20329 13553 27106 33882 26735 26735 26735 40102 Achievement of PLASTIC (Rs.) 26853 52392 82711 12148 14205 20796 33100 08489 42684 62498 11443 05724 15197 25981 31 02 Jan 2009 03 Jan 2009 04Jan 2009 05 Jan 2009 06 Jan 2009 07 Jan 2009 08 Jan 2009 09 Jan 2009 10 Jan 2009 11 Jan 2009 12 Jan 2009 13 Jan 2009 14 Jan 2009 15 Jan 2009 Target of PLASTIC (Rs. PCMC. Pune for 50 days. I have done all my 50 days in Utensil and Plastic sections.Target and Achievement of Utensil & Plastic Section I have done my project in Big Bazaar. I mainly focused on these sections how to increase the sales according to per sq.? I have data of 50 days is given below in table: Date Target of UTENSIL (Rs.) 24177 48354 60442 20519 20519 20519 30778 20519 41038 51297 17367 17367 17367 26050 Achievement of UTENSIL (Rs. ft.

16 Jan 2009 17 Jan 2009 18 Jan 2009 19 Jan 2009 20 Jan 2009 21 Jan 2009 22 Jan 2009 23 Jan 2009 24 Jan 2009 25 Jan 2009 26 Jan 2009 27 Jan 2009 28 Jan 2009 29 Jan 2009 30 Jan 2009 31 Jan 2009 01 Feb2009 02 Feb2009 03 Feb2009 04 Feb2009 17367 34733 43417 59957 59957 59957 89936 59957 119914 149893 59957 59957 59957 89936 59957 119914 149893 23268 23268 23268 07687 29821 35719 13110 05913 12704 19581 07307 313034 365480 252241 07693 14116 12515 17077 44214 49128 07673 14214 16310 32 26735 53470 66837 26735 26735 26735 40102 26735 53470 66837 15553 15553 15553 23329 15553 31106 38882 14728 14728 14728 14292 26255 39708 12896 08170 12340 19241 08331 94208 108538 103581 14940 07031 11772 08824 27952 35161 11449 12007 15160 .

05 Feb2009 06 Feb2009 07 Feb2009 08 Feb2009 09 Feb2009 10 Feb2009 11 Feb2009 12 Feb2009 13 Feb2009 14 Feb2009 15 Feb2009 16 Feb2009 17 Feb2009 18 Feb2009 19 Feb2009 20 Feb2009 TOTAL (Rs.) 34903 23268 46537 58171 22916 22916 22916 34374 22916 45832 57290 20844 20844 20844 31266 20844 2287457 22326 12550 42281 27379 12860 12034 32348 13068 19662 29929 49619 16447 18764 27151 44216 25314 2065706 22092 14728 29456 36820 12290 12290 12290 18435 12290 24580 30724 14064 14064 14064 21095 14064 1256212 19896 11250 32472 31562 08258 07692 12979 11698 09621 22460 30804 10534 10325 12365 24387 15157 1174779 33 .

) 500000 0 Utensil Plastic Target and Achievement Interpretation:From above graph. *We achieve the target only in dark lines 2500000 2287457 2065706 2000000 1500000 1256212 1000000 1174779 Target (Rs.In above table. 34 . We can see here the target of both section are higher than the Achievement.) Achievement (Rs. it shows the total 50 days target and Achievement of Utensil and Plastic Section.

) Interpretation:From above graph. ft. • Per Sq Ft Total Target =2287457/942 = 2428. 35 .41 Rs. the target is higher than the achievement in both sections. • Per Sq Ft Total Achievement = 2065706/942 = 2192. 1606 1500 1000 500 0 Utensil 1502 Target (Rs.) Plastic Target and Achievement (According to per sq.According to per sq. ft.89 Rs.) Plastic (Floor Space = 782 sq. ft.27 Rs. Target & Achievement of Utensil & Plastic Section Utensil (Floor Space = 942 sq.29 Rs.) Achievement (Rs. • Floor Space = 782 Sq Ft • Total Target = 1256212 • Per Sq Ft Total Target = 1256212/782 = 1606. ft. Hence. • Per Sq Ft Total Achievment = 1174779/782 = 1502. we can say that the sales have to be increase in both sections.) 3000 2500 2000 2428 2192 • Total Target = 2287457 Rs.

home décor. deals and discounts. Big Bazaar started this campaign on January 26. best possible discounts and mega offers. toys. Apart from the flagship Big Bazaar and Food Bazaar stores. other future group retail formats like Furniture Bazaar. Big Bazaar is all set to make this years' Republic Day weekend shopping. Big Bazaar's 'Sabse Saste 3 Din' campaign has become synonymous with 'value shopping' for millions of consumers across India. From daily household needs of food and grocery to apparels. to shop for. with 106 Big Bazaar stores. followed by 43 stores next year and 80 stores last year. truly memorable. Depot. with rock bottom prices. luggage. footwear. 25. Electronic Bazaar. and a maximum 'value for money' for all customers. 26 Jan. 'Sabse Saste 3 Din' have an exciting array of attractive offers.Sabse Saste 3 Din 24. with this novel shopping concept. and Home Bazaar stores also the part of this mega campaign. electronics and fine gold jewellery. Future Group reaches consumers in many more new towns and cities. bed and bath ware. furniture. 2009 Continuing its efforts to provide the best shopping deals and savings to Indian consumers. 2006 with 24 stores. 36 . ensuring something for everyone in the family. This year. kitchenware.

Inner lid pressure cooker worth Rs. Buy Nirlep Black Pearl 4 burner gas stove for Rs. 1 Non stick Tava. 595/. 1 Non stick Fry Pan without lid. 4170/.absolutely free. The offer in Utensil Section. (1 Pressure cooker. 589 and get Tava. Buy 1 Non Stick Fry Pan Rs. 1 Non Stick Kadhai and a 24pc Stainless Steel Dinner Set) 1.1224 free 37 .absolutely free. Gas Toaster and Tadka Pan worth Rs. 1 Non stick Fry Pan with lid. 4995/. 1.and get goods worth Rs. kadhai. 1. Buy 1 Non Stick Tava and get a 3 liter.

Imported Range of Plastic Household Containers. Imported Range of Plastic Water Bottle / Fridge Bottle Buy 1 Get 1 3. ENTIRE RANGE OF PLASTIC BUCKETS Buy 1 Get 1 38 . Microwave Cookware & Tableware Flat 40 % Off 2. The Offers in Plastic Section 1.

) 329764 306327 135860 Achievement (Rs.Target and Achievement (Utensil and Plastic Sections) for 3 days:Date Target of Utensil Section (Rs.) 313034 365480 252241 930755 Target of Plastic Section (Rs.) 1000000 900000 800000 700000 600000 500000 400000 300000 200000 100000 0 930755 Target (Rs.) Utensil Plastic Target and Achievement Interpretation:From above graph. According this graph the targets are achieved in both sections. 39 .) 53470 66837 15553 135860 Achievement of Plastic Section (Rs. it shows 3 days of target & achievement of utensil and plastic sections.) 94208 108538 103581 306327 24 Jan2009 25 Jan 2009 26 Jan 2009 Total (Rs.) 119914 149893 59957 329764 Achievement of Utensil Section (Rs.

It is one of the most important activities. staircases. etc. circulation area 15% and back area 25%. Area Mix 15% Circulation 15% Back Area 25% 25% 60% Selling 60% Space Management:The placement of merchandise within the store in the most profitable manner is called space management. facilities. the back area. Space closest to the entrances and exits is the most valuable. which results in higher sales. because the location of merchandise at different location. Some parts of store are more valuable because customers visit those more frequently.Space Mix and Space Management Space Mix:For the retailer space is money. It is easier to make sales along. and values decrease further into the store. The store has to be planned in such a way that it optimizes the selling area and minimizes the non-selling parts. have different values. The selling area is used to present the merchandise and the non-selling part is accounted for by circulation space. lifts. The area mix in a typical department store is: selling area about 60%. 40 .

Through the retail marketing mix we can compete with our competitors and achieve the sales target. at the right place and time. The marketing tools that a retail organization uses to pursue its marketing objectives are termed as the retail marketing mix.Retail Marketing Mix The basic function of retail is to provide the right goods to the consumer. The most channels are:        Product Price Place Promotion Presentation Customer service People The channels are illustrated in Figure given below: Promotion Place Pesentation Price Customer Service Product Retail Marketing Mix Channels of Retail Marketing People 41 .

if we consider the Utensil Section at department stores.Product:One of the main elements of the retail marketing mix is the products and/or services that the store offers to the customer o Products are also termed as merchandise. the merchandise line would comprise: Utensils • Hard anodised/Non-stick • Steel Utesils • Pressure Cooker • Aluminium Utensils • Cutlery • Kitchenware 42 . The different products that the store offers are together termed as the merchandise mix o For example.

o For example. the merchandise line would comprise: Plastics Section • Cleaning Articles • Plastics Bathware • Plastics Storages • Plastics Children Articles • Plastics Kitchen Articles • Thermoware 43 . if we consider the Plastic Section at department stores.

Sabse saste 3 din etc. In these types of days it gives the huge discount on the product 44 . Gas stove (20%. Big Bazaar gives many offers to the customers like. buy one get one free plastics prince bucket etc. 35%).  Big Bazaar gives the good price to the customers. Price makes the good relationship to the customers  Big Bazaar has a punch line isse sasta aur accha kahin nahi  It gives the high discount on the price like. The price policy that the organization decides to follow depends on the customer profile of the target audience for its range of products. buy one get one free plastics storage containers. Utensils Section • Home Brand Dreamline • Prestige • Sacheta • Nirlep • Nirali • Shield • Avani • Dhalaxmi • Sunflame • Surya • Jaipan Plastics Section • Home Brand Dreamline • Cello • Milton • Bluepast • Homio • Gala • Dew • Creative • Pearlpet • Polyset • Neelkamal Price:Pricing is an integral part of the retail marketing mix.In Utensils & Plastic Sections Big Bazaar the many brands such as. the great Indian festival. 20%. 25%. 35%) Non stick cookware (10%.

ribbons. systematic way of putting stock on display in the retail store. This aspect not only deals with the store layout and the ambience created. EZone. Valentine day etc. Cafe Coffee Day. that attract the customer. Presentation:The manner in which the merchandise is presented at the store level is very important. orange and white balloons etc. Big Bazaar also provide the promotional offers on festival like Diwali. PCMC. Visual merchandising is the orderly. Christmas tree and on Independence day and Republic day store is decorated with green. Most retail organizations run promotions during festival seasons. balloons. on Christmas store is decorated with stars. New year. in which case special merchandise offered by the stores only for the occasion. Pune is situated at premier plaza. Discount depend on the products. publicity and the public relations play a very important role in the competitive world of retailing. but also with visual merchandising. Promotion may be price led or occasional led. Reebok Big Cinema like stores are situated. Raymond’s suiting and shirting. McDonalds. Big Bazaar present their store as per the season and occasions like. Id. where D-Mart. Levis.Place:The location of the retail store was considered to be the most important element of the retail marketing mix. Big Bazaar. These help the store to achieve the short term goals. sales promotion. It is the best place for Big Bazaar Promotion:The advertising budget. on Diwali store is decorated with candles and flowers. 45 .

as they are the face of the organization for the customers. help line etc.Customer Service:The support services that a retailer offers have become very important today. Relationship marketing. product change in seven days if customer have any sort of problems with the product. manners and products knowledge plays a very important role in building long-term relations with the customers. The credit policies and the product returns policies need to be clear not only to the sales staff. Most of the time. Big Bazaar provide the good services to their customers like. but also to the end customer. data warehousing and customer relations management are the new buzzwords in the industry today and all these are aimed at enhancing customer service. People:Retailers operate in a unique environment. The retail industry is characterised by a large number of inexperienced workers. parking. baggage counter. The people who work at the front-end of a retail organisation are very important. these employees are in direct contact with the customer and may face irate or unreasonable customers. who need to put in long hours of work. 46 . behaviour. Big bazaar provides the low price comparison to the other retailers. In Big Bazaar the product range is good and availability of the products are very easy. Their attitude.

communication is used to inform the customers about the retailer. It also serves as a tool for building the store image. Primarily. The most tools are:      Advertising Sales Promotion Public Relations Personal Selling Point of Purchase (POP) Displays The tools are illustrated in Figure given below: Sales Promotion Advertising Retail Communication Mix Public Relations Point of Purchase (POP) Displays Personal selling 47 . the merchandise and the services. The retailer can use various platforms/ channel for communication.Retail Communication Mix Communication is an integral part of the retailer’s marketing strategy.

It is popularly believed that one of the main aims of advertising is to sell to a wide mix of consumers and also to induce repeat purchase. brochures. etc. generate excitement and can motivate other channel members.Advertising:Advertising can be defined as any paid form of non-personal presentation and communication through mass media. etc. television.  It can also help in repositioning the store in the mind of the consumer.  To increase sale of specific categories or to generate short term cash flows by way of sale. a retailer may use advertising to achieve any of the following objectives:  Creating awareness about a product or store  Communicate information in order to create a specific image in the customer’s mind in terms of the store merchandise. For advertising. quality. bargain days. However. benefits.  Advertising can also help reinforce the retailer’s corporate identity. Depending on the type of promotion carried out. midnight madness. outdoor hoardings and the Internet.  Create a desire to want a product.  To communicate the store’s policy on various issues.  Advertising can also help identify a store carrying nationally advertised brands. price. the retailer may use one or a combination of the following mediums:     Press advertisements Posters and leaflets. 48 . it can help increase impulse buying. Sales Promotion:Sales promotion helps a retailer by way of attracting customer traffic and enables quick results to be achieved. booklets Point of purchase displays Advertising can also be done through mediums like radio.

Common retail promotions are illustrated:  Coupon: A coupon allows the buyer a reduction in price on specific merchandise or products, when the coupon is redeemed. Coupons may be delivered through newspaper, magazines, post or in products. Big Bazaar gives coupons to the customer. These coupons offer a certain amount of discount on an order during a specified time frame.  Contests: A contest needs consumers to compete and the prizes are based on skill. In the case of sweepstakes, the customer only needs to enter in his name and the winner is determined by chance. Many retailers allow customers to enter into competitions on the basis of the amount of purchases they have made.  Demonstrations: Demonstrations are used to show the customers, the performance capabilities of the products. Videos may also be used to aid the demonstrations and show the use of the products.  Product/brand promotions and schemes: This is a straightforward scheme in which the consumer either gets a monetary discount on the purchase of a particular product/s or gets two products of the same type for the price of one – the “buy one get one free” scheme is example of same. Big bazaar also does this type of sales promotion like; in utensils department Jaipan non-stick buy one get four free, in plastics department important container buy one get one free.

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 Samples: Sampling provides the consumers with an opportunity to use the product at no cost. Various techniques may be adopted for sampling and this may take the form of in-store sampling – where the in-store staff hands out the samples.  Shopping Card: Many retailers make the own shopping card. It is very easy way to promote the sales. Future Group introduces the new future prepaid card. It is easily used in all future groups’ retail outlets.

Public Relations and Publicity:Public relations (PR) are a marketing communication function, which aims at fostering goodwill. An important component of public relations is publicity. By way of public relations, the retail organization strives to create and sustain a favourable image with consumers, shareholders, suppliers and the public at large. The job of public relations is usually handled by an outside Public Relations firm and it may be under taken to promote goodwill for the organization, to promote a particular product or service or to counteract negative publicity. Publicity is a non paid form of media coverage. In today’s world, it is rarely free and a fair amount of skill has to be exercised by the organization to ensure that the right media coverage is achieved. Examples of events in retail which merit publicity, are  Store openings  Store renovations  Celebrity visits and affiliations  Designer associations  New product ranges and launches  Awards received by the retailer  Fashion shows and sponsored events
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Personal Selling:Personal selling is a paid form of personal advertising where salespeople assist customers in satisfying their needs through a person-to-person exchange of information. It is a process of learning the needs and the wants of the buys and striving to satisfy them with the required product or service. Personal selling may occur within the environs of the retail store – where personal selling requires the sales person to satisfy the needs of the consumers. It may also occur outside the retail store, where orders taken from customers by way of the telephone, internet or mail and then serviced. Personal selling is precise. It is aimed at a specific individual/s. Developing a strong sales force is hence an expensive proposition, as the sales person has to be trained on various aspects of communication, like understanding the body language of the customer etc. He also needs to be knowledgeable about the features of the products and services being offered by the retailer.

Point of Purchase (POP) Displays:The dictionary of retailing defines Point-of-Purchase communication as the promotional signs and interior displays, often located at the point of sale or alongside displays merchandise. Point-of-purchase (POP) displays have become integral to retail today. They help reinforce in-store product branding, enhance retail sales floor communication and provide information to the customer. The basic function of POP in a retail store, include posters, danglers, flyers glow signs, translites, banners etc. The role of POP changes significantly with the type of product being sold and the customer’s involvement in the purchase. Different types of POP material would relevant in different types of stores and environments. In the case of a supermarket, POP may be used to indicate prices, the location of products and any special or bargain offers that may be on offer in the store. POP in a store selling consumer durables and electronics may lay stress on the features of the product, the warranties and guarantees and the after sales service provided by the outlet.

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of Respondents 240 Yes No Interpretation:From above graph. Do you like the merchandise which is available in utensil and plastic section? Response Yes No No. it is inferred that 240 individuals out of 500 are happy and 260 individuals out of 500 are unhappy with availability of merchandise at both sections in Big Bazaar. of respondents 240 260 260 260 255 250 245 240 235 230 No.Data Analysis and Interpretation 1. 52 .

Do you like the arrangement of merchandise which is available in utensils and plastic sections? Response No. 53 . of Respondents 246 Yes No Interpretation:From above graph. of Respondents Yes 246 No 254 254 254 252 250 248 246 244 242 No. Hence. 254 individuals out of 500 are unhappy with arrangement of merchandise in utensils and plastic sections.2. through this data we can improve the arrangement of merchandise.

of Respondents 32% 20% 26% 22% No. 32% customers like the prestige brand and 26% customers like Nirlep brand. So we can say that many customers have the brand image in their mind. of Respondents (%) 22% 32% Prestige Dreamline 26% 20% Nirlep Nirali Interpretation:From above Pie Graph. 54 .3. Which brands do you like the most in utensil section? Response Prestige Dreamline Nirlep Nirali No.

of Respondents (%) 24% 32% Cello 16% Milton Dreamline Pearlpet 28% Interpretation:From above Pie Graph. of Respondents 32% 28% 16% 24% No. So we can say that many customers have the brand image in their mind.4. Which brands do you like the most in plastic section? Response Cello Milton Dreamline Pearlpet No. 32% customers like the cello brand and 28% customers like milton brand. 55 .

5. we can say that the many customers come in Big Bazaar because Big Bazaar gives the low price comparison to other stores. Do you like the price of products in Utensils and Plastic Sections? Response No. of Respondents Yes No Interpretation From above Bar graph. the price of the product attract to the customer. of Respondents Yes 226 No 274 274 300 226 250 200 150 100 50 0 No. 274 customers out of 500 said that the price of the product is good. Hence. 56 .

Hence.6. this analysis we can change our merchandise arrangement and try to make better arrangement. of Respondents 216 Yes No Interpretation:From above graph. it is inferred that 284 individuals out of 500 are unhappy with arrangement of merchandise. of Respondents Yes 216 No 284 284 300 250 200 150 100 50 0 No. Do you like the arrangement of merchandise in Big Bazaar? Response No. 57 .

we can see that many customers come frequently in the store. 58 . They like to come again and again in the store. 42% customers they come in Big Bazaar in Once a month and 22% customers come once a week. of Respondents (%) 20% 22% Once a week 16% 42% Twice a week Once a month Occasionally Interpretation:From above Pie graph.7. of Respondents (%) 22% 16% 42% 20% No. How frequently you visit the store? Response Once a week Twice a week Once a month Occasionally No.

the most preferable sections are Food Bazaar 26%. of Respondents (%) 8% 14% 11% 18% 23% 26% Food Bazaar Apparel General Merchandise M-Bazaar E-Bazaar Other Interpretation:From above Pie Graph. E-Bazaar etc. of Respondents (%) 26% 18% 23% 11% 14% 08% No.8. 59 . and Apparel 18% in Big Bazaar. According this pie graph we have to improve the product and quality of the MBazaar. General Merchandise 23%. Which is the most preferable section in Big Bazaar? Response Food Bazaar Apparel General Merchandise M-Bazaar E-Bazaar Other No.

of Respondents (%) 42% 26% 12% 20% No. 42% customers attract with offers. they like offers which gives by Big Bazaar.9. What makes you purchase from Big Bazaar? Response Offers Product availability at one place Quality Customer service No. 26% customers come in Big Bazaar because many products available at one place. of Respondents (%) 20% 42% 12% Offers Product availability at one place Quality 26% Customer service Interpretation:From above Pie graph. Other customers they like customer service and quality of product of Big Bazaar. 60 .

of Respondents 18% 32% 40% 10% No. of Respondents (%) 10% 18% Best 40% 32% Better Good Bad Interpretation:From above Pie graph. 61 . the layout of store is 40% good.10. 32% better to the other stores and 18% customers said it is the best. Store layout? Response Best Better Good Bad No.

of Respondents 16% 26% 46% 12% No. Hence. 46% customer said that the quality of product and service are good and 26% said that better to the other stores. Quality & service of Big Bazaar? Response Best Better Good Bad No. we can say that the quality of the products and services of Big Bazaar are better to the other stores.11. of Respondents (%) 12% 16% Best 26% 46% Better Good Bad Interpretation:From above Pie graph. 62 .

28% customers like D-Mart. of Respondents 42% 08% 28% 22% No. Which stores do you like the most? Response Big Bazaar Subhiksha D-Mart Vishal Mega Mart No. These data we can say half of the population like the Big Bazaar. 42% customers like the Big Bazaar. 63 . of Respondents (%) 22% 42% Big Bazaar Subhiksha 28% 8% D-Mart Vishal Mega Mart Interpretation:From above Pie Graph.12.

The offers/discounts changed any time. Maximum Persons like Food Bazaar.Observations Everyday 70% people came only for visit at Big Bazaar. Middle class family prefer Big Bazaar. In big days (Sabse Saste 3 Din) it has huge crowd. There were 18 cash counter at the store but they didn’t open every day. There was at least one meeting of store manager with employees in a week Communication between the employer and employee is good. Employees have the good knowledge about the products in their own sections. 64 . Sinages didn’t display proper way at floor. The collection of vegetables/fruits from local farmers/ local market. Employees give the less attention towards the customers. Customers come at big bazaar because it gives the huge discounts and offers. The order processing take huge time.

65 . The arrangement of merchandise should be proper. Interaction should be increase between employees and customers. More security gadgets and checks should be there to control thefts and employees working. of supporting staff on the floor. Increase the brand range in the utensil section. Increase the no. Attention will have to be paid regarding sitting arrangement and drinking water facilities on the floor.Suggestions Review of everyday discounts/offers at signage and hang in front of entrance gate and periphery of Mc Donald’s and Adlabs. Sinages should be displayed in proper way at the floor. At least 6-8 cash counter open each/everyday. Availability of products in each size should be at the floor.

They not only want all the things they are getting from other companies but in addition they also want some other benefit which in turn can give them security of being a part of Big Bazaar as a customer in long term. Shacheta. But after that many times they do not achieve the target. Big Bazaar has many brands in Utensils section such as. Neelkamal etc. Gala. So we can say that customers want huge offers and discounts. Avani etc. that are why they are losing their customers. Exchange offer etc. If we see the normal days in both sections we do not achieve the target. Because of them company is having a negative remark on their side that whoever takes Big Bazaar. Jaipan.future prepaid shopping card (Kharche lock karo prepaid shop karo). If big bazaar gives the this type of discount it will definitely increase its sales. Dreamline. free servicing. Because many customers have brands preferences.Conclusion From all the available results this can be concluded that people have huge expectations from the Company. additional free gifts and extra term benefits. 66 . Nirlep. Some problem Company also facing from its previous customers side that had some bad experience by the company product. In Plastic section they have big brands such as.But after that they do not have the big brand like United. Milton. Nirali. Dreamline. but we see the Sabse Saste 3 Din in three days we achieved the target. Futura etc. Cello. Homio. All the customers know about the big bazaar that is: Isse Sasta Aur Achha Kahin Nahi There are many areas where customers demand for more than what they should get and which is beyond company policy like. Prestige. Because the arrangement of merchandise is not good and employees interaction with people are very less.

bigbazaar.Bibliography Books:    Marketing Management by Philip Kotler Retail Management by Swapna Pradhan Retail and Distribution Management by Dr.com 67 . B.futuregroup.com www.com www. R.google.pantaloon. Londhe Retail Management by Gibson G. Vedamani Web Sites:    www.in www.

Which brands do you like the most in utensil section? Response Prestige Dreamline Nirlep Nirali No.Annexure Questionnaire:1. of respondents 2. Do you like the arrangement of merchandise which is available in utensils and plastic sections? Response No. of Respondents Yes No 3. Do you like the merchandise which is available in utensil and plastic section? Response Yes No No. of Respondents 68 .

How frequently you visit the store? Response Once a week Twice a week Once a month Occasionally No. of Respondents Yes No 7. of Respondents Yes No No. Do you like the arrangement of merchandise in Big Bazaar? Response No. Do you like the price of products in Utensils and Plastic Sections? Response No. of Respondents (%) 69 .4. Which brands do you like the most in plastic section? Response Cello Milton Dreamline Pearlpet 5. of Respondents 6.

8. of Respondents 70 . of Respondents (%) 10. What makes you purchase from Big Bazaar? Response Offers Product availability at one place Quality Customer service No. Which is the most preferable section in Big Bazaar? Response Food Bazaar Apparel General Merchandise M-Bazaar E-Bazaar Other 9.Store layout? Response Best Better Good Bad No. of Respondents (%) No.

of Respondents 71 .Quality & service of Big Bazaar? Response Best Better Good Bad 12.Which stores do you like the most? Response Big Bazaar Subhiksha D-Mart Vishal Mega Mart No.11. of Respondents No.

we can see that many customers come frequently in the store. How frequently you visit the store? Response No. 72 . 42% customers they come in Big Bazaar in Once a month and 22% customers come once a week.7. of Respondents (%) Once a week Twice a week Once a month Occasionally 22% 16% 42% 20% Interpretation:From above Pie graph. They like to come again and again in the store.

73 . the most preferable sections are Food Bazaar 26%. and Apparel 18% in Big Bazaar.8. E-Bazaar etc. According this pie graph we have to improve the product and quality of the M-Bazaar. Which is the most preferable section in Big Bazaar? Response No. General Merchandise 23%. of Respondents (%) Food Bazaar Apparel General Merchandise M-Bazaar E-Bazaar Other 26% 18% 23% 11% 14% 08% Interpretation:From above Pie Graph.

26% customers come in Big Bazaar because many products available at one place. 74 . Other customers they like customer service and quality of product of Big Bazaar. What makes you purchase from Big Bazaar? Response No. they like offers which gives by Big Bazaar. 42% customers attract with offers. of Respondents (%) Offers Product availability at one place Quality Customer service 42% 26% 12% 20% Interpretation:From above Pie graph.9.

10. the layout of store is 40% good. 32% better to the other stores and 18% customers said it is the best. Store layout? Response No. 75 . of Respondents Best Better Good Bad 18% 32% 40% 10% Interpretation:From above Pie graph.

we can say that the quality of the products and services of Big Bazaar are better to the other stores. 46% customer said that the quality of product and service are good and 26% said that better to the other stores. of Respondents Best Better Good Bad 16% 26% 46% 12% Interpretation:From above Pie graph.11. 76 . Hence. Quality & service of Big Bazaar? Response No.

12. 77 . of Respondents Big Bazaar Subhiksha D-Mart Vishal Mega Mart 42% 08% 28% 22% Interpretation:From above Pie Graph. 28% customers like D-Mart. Which stores do you like the most? Response No. These data we can say half of the population like the Big Bazaar. 42% customers like the Big Bazaar.

There was at least one meeting of store manager with employees in a week Communication between the employer and employee is good. 78 . Maximum Persons like Food Bazaar. The offers/discounts changed any time. Middle class family prefer Big Bazaar.Observations Everyday 70% people came only for visit at Big Bazaar. Employees give the less attention towards the customers. Sinages didn’t display proper way at floor. There were 18 cash counter at the store but they didn’t open every day. The collection of vegetables/fruits from local farmers/ local market. In big days (Sabse Saste 3 Din) it has huge crowd. Customers come at big bazaar because it gives the huge discounts and offers. The order processing take huge time. Employees have the good knowledge about the products in their own sections.

Suggestions Review of everyday discounts/offers at signage and hang in front of entrance gate and periphery of Mc Donald’s and Adlabs. The arrangement of merchandise should be proper. Increase the no. Sinages should be displayed in proper way at the floor. Availability of products in each size should be at the floor. At least 6-8 cash counter open each/everyday. of supporting staff on the floor. Interaction should be increase between employees and customers. 79 . Attention will have to be paid regarding sitting arrangement and drinking water facilities on the floor. More security gadgets and checks should be there to control thefts and employees working. Increase the brand range in the utensil section.

Milton.But after that they do not have the big brand like United. Big Bazaar has many brands in Utensils section such as. free servicing. Because many customers have brands preferences. that are why they are losing their customers.future prepaid shopping card (Kharche lock karo prepaid shop karo). Because the arrangement of merchandise is not good and employees interaction with people are very less. If we see the normal days in both sections we do not achieve the target. Exchange offer etc. Neelkamal etc. But after that many times they do not achieve the target. Homio. Cello. Prestige. Nirali. Gala. They not only want all the things they are getting from other companies but in addition they also want some other benefit which in turn can give them security of being a part of Big Bazaar as a customer in long term. Jaipan. If big bazaar gives the this type of discount it will definitely increase its sales. Futura etc. Nirlep. So we can say that customers want huge offers and discounts. Shacheta. Dreamline. Dreamline.Conclusion From all the available results this can be concluded that people have huge expectations from the Company. additional free gifts and extra term benefits. Some problem Company also facing from its previous customers side that had some bad experience by the company product. Because of them company is having a negative remark on their side that whoever takes Big Bazaar. In Plastic section they have big brands such as. 80 . Avani etc. All the customers know about the big bazaar that is: Isse Sasta Aur Achha Kahin Nahi There are many areas where customers demand for more than what they should get and which is beyond company policy like. but we see the Sabse Saste 3 Din in three days we achieved the target.

com www.in www.bigbazaar.pantaloon.futuregroup. R.google. B. Londhe Retail Management by Gibson G. Vedamani Web Sites:• • • • www.Bibliography Books:• • • • Marketing Management by Philip Kotler Retail Management by Swapna Pradhan Retail and Distribution Management by Dr.com 81 .com www.

of Respondents Yes No 3. of Respondents 82 . Do you like the arrangement of merchandise which is available in utensils and plastic sections? Response No. Do you like the merchandise which is available in utensil and plastic section? Response Yes No No. Which brands do you like the most in utensil section? Response Prestige Dreamline Nirlep Nirali No.Annexure Questionnaire:1. of respondents 2.

of Respondents (%) 83 . of Respondents Yes No 7. of Respondents Yes No No. of Respondents 6. Do you like the arrangement of merchandise in Big Bazaar? Response No.4. How frequently you visit the store? Response Once a week Twice a week Once a month Occasionally No. Which brands do you like the most in plastic section? Response Cello Milton Dreamline Pearlpet 5. Do you like the price of products in Utensils and Plastic Sections? Response No.

of Respondents (%) No. What makes you purchase from Big Bazaar? Response Offers Product availability at one place Quality Customer service 10. Which is the most preferable section in Big Bazaar? Response Food Bazaar Apparel General Merchandise M-Bazaar E-Bazaar Other 9. of Respondents (%) 84 .Store layout? Response Best Better Good Bad No.8. of Respondents No.

of Respondents No. of Respondents 85 .11.Quality & service of Big Bazaar? Response Best Better Good Bad 12.Which stores do you like the most? Response Big Bazaar Subhiksha D-Mart Vishal Mega Mart No.

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