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Prashant Retail Assessor’s Name 1/11/2011 Sabyasachi Roy Reqd Submission Date Sroy1984@hotmail.com, e-mail id & Mob No Actual Submission Date 9999970459 Mr.Prashant Stream BUSINESS Submitted to : Certificate by the Student: Plagiarism is a serious College offence. I certify that this is my own work. I have referenced all relevant materials. (Student’s Name/Signatures) Expected Outcomes Assessment Criteria Grade based Feedback on D,M,P,R system General Parameters Clarity Clear understanding of the concept Analytical Thinking Ability to analyze the problem realistically and take required actions Research and innovative Research carried out to reach approach the outcome and innovative methods used Formatting & Concise& clear thinking along Presentationwith presentation Subject Specific Parameters Clear understanding on how to Clarity merchandise a retail store. Ability to analyze the categories Analytical Thinking and link them towards making the store profitable. Research carried out to Research and innovative understand the target market approach and the competitors Campus: Level: Module Name: Student’s Name: Grades P M D Grade Descriptors A Pass grade is achieved by meeting all the requirements defined. Identify & apply strategies/techniques to find appropriate solutions Demonstrate convergent, lateral and creative thinking. Achieved Yes/No (Y / N)
Assignment Grading Summary (To be filled by the Assessor) OVERALL ASSESSMENT GRADE: TUTOR’S COMMENTS ON ASSIGNMENT: SUGGESTED MAKE UP PLAN (applicable in case the student is asked to re-do the assignment) REVISED ASSESSMENT GRADE TUTOR’S COMMENT ON REVISED WORK (IF ANY) Date: Assessor’s Name / Signatures:
You are planning to open a new retail store in your city. What type of a store will you open? What are the steps you will follow before you open the store? While preparing your assignment the following needs to be answered. 1. What will be the location of your store and what factors have you taken into account while choosing such a location? Design your store layout. 2. Who will be your target market? Prepare a customer profile. 3. What range of merchandising would you keep and how will you merchandise your store? Prepare a Plano gram and design your POP materials. 4. What categories you would keep in your store? Prepare a category structure explaining the categories in your store. 5. What retail strategies would you adopt to market your store so that you can bring in customers and revenue? Prepare a promotion strategy which will help in bringing walk-in and increase the ticket value of your customers. 6. How will you plan your manpower and what training will you provide to the employees so that they can match the store standards? 7. How will you make your store a profitable store? 8. Who are your core store competitors, analyze them and list out the negative and positive aspects of your competitors? How would you make your store better than your competitors? 9. Design a CRM system to capture the customer data.
Note: Students need to choose their store by the end of 3rd session and start working on the assignment from the 6th session. As the sessions get completed the students can start moving on the assignments.
Pantaloon Retail (India) Limited,
I hereby declare that the information presented here is true to the best of my knowledge.
The project of this magnitude would not have been completed singly. Firstly I want to give my hearty thanks to all mighty who made the world and me also. There are many other people without whom the completion of the project would not have been possible. Some have contributed towards this directly while other have provided indirectly. It gives me immense pleasure to thank
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 10 million square feet of retail space, has over 1000 stores across 61 cities in India and employs over 30,000 people. The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, aLL, Top 10, Mbazaar and Star and Sitara, F123, Siddhi jwellery. The company also operates an online portal, futurebazaar.com. A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a largeformat home solutions store, Collection i, selling home furniture products and EZone focused on catering to the consumer electronics segment. 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 atthe World Retail Congress held in Barcelona. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space. Pantaloon is not just an organization - it is an institution, a centre of learning & development. We believe that knowledge is the only weapon at our disposal and our quest for it is focused, systematic and unwavering. At Pantaloon, we take pride in challenging conventions and thinking out of the box, in travelling on the road less traveled. Our corporate doctrine ‘Rewrite Rules, Retain Values’ is derived from this spirit. Over the years, the company has accelerated growth through its ability to lead change. A number of its pioneering concepts have now emerged as industry standards. For instance, the company integrated backwards into garment manufacturing even as it expanded its retail presence at the front end, well before any other Indian retail company attempted this. It was the first to introduce the concept of the retail departmental store for the entire family through Pantaloons in
1997. The company was the first to launch a hypermarket in India with Big Bazaar, a large discount store that it commissioned in Kolkata in October 2001. And the company introduced the country to the Food Bazaar, a unique 'bazaar' within a hypermarket, which was launched in July 2002 in Mumbai. Embracing our leadership value, the company launched all in July2005 in Mumbai, making us the first retailer in India to open a fashion store for plus size men and women. Today we are the fastest growing retail company in India. The number of stores is going to increase many folds year on year along with the new formats coming up. The way we work is distinctly "Pantaloon". Our courage to dream and to turn our dreams into reality – that change people’s lives, is our biggest advantage. Pantaloon is an invitation to join a place where there are no boundaries to what you can achieve. It means never having to stop asking questions; it means never having to stop raising the bar. It is an opportunity to take risks, and it is this passion that makes our dreams a reality. Come enter a world where we promise you good days and bad days, but never a dull moment! Future Group Future Group is one of the country’s leading business groups present in retail, asset management, consumer finance, insurance, retail media, retail spaces and logistics. The group’s flagship company, Pantaloon Retail (India) Limited operates over 10 million square feet of retail space, has over 1,000 stores and employs over 30,000 people. Future Group is present in 61 cities and 65 rural locations in India. Some of its leading retail formats include, Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format, futurebazaar.com. Future Group companies includes, Future Capital Holdings, Future Generali India Indus League Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and Bowling Co. Future Capital Holdings, the group’s financial arm, focuses on asset management and consumer credit. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. The group’s joint venture partners include Italian insurance major, Generali, French retailer ETAM group, US-based stationary products retailer, Staples Inc and UKbased Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty Shoes.
Future Group’s vision is to, “deliver Everything, Everywhere, Every time to Every Indian Consumer in the most profitable manner.” The group considers ‘Indian-ness’ as a core value and its corporate credo is- Rewrite rules, Retain values.
Major Milestones 1987- Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, India’s first formal trouser brand. 1991- Launch of BARE, the Indian jeans brand. 1992 - Initial public offer (IPO) was made in the month of May. 1994- Pantaloon Shoppe – exclusive menswear store in franchisee formatlaunched across the nation. The company starts the distribution of branded garments through multi-brand retail outlets across the nation. 1995- John Miller – Formal shirt brand launched. 1997- Pantaloons – India’s family store launched in Kolkata.
2001- Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain launched. 2002- Food Bazaar, the supermarket chain is launched. 2004- Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ - India’s first seamless mall is launched in Bangalore. 2005- Fashion Station - the popular fashion chain is launched aLL – ‘a little larger’ - exclusive stores for plus-size individuals is launched 2006 - Future Capital Holdings, the company’s financial arm launches real estate funds Kshitij and Horizon and private equity fund Indivision. Plans forays into insurance and consumer credit. Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, EZone, Depot and futurebazaar.com are launched across the nation. Group enters into joint venture agreements with ETAM Group and Generali. Our culture At Pantaloon, Empowerment is what you acquire and Freedom at Work is what you get. We believe our most valuable assets are our People. Young in spirit, adventurous in action, with an average age of 27 years, our skilled & qualified professionals work in an environment where change is the only constant. Powered by the desire to create path-breaking practices and held together by values, work in this people intensive industry is driven by softer issues. In our world, making a difference to Customers’ lives is a Passion and performance is the key that makes it possible. Out of the Box thinking has become a way of life at Pantaloon and living with the change, a habit. Leadership is a value that is followed by one and all at Pantaloon. Leadership is the quality that motivates us to never stop learning, stretching to reach the next challenge, knowing that we will be rewarded along the way. In the quest of creating an Indian model of retailing, Pantaloon has taken initiatives to launch many retail formats that have come headed for serve as a benchmark in the industry. Believing in leadership has given us the optimism to change and be successful at it. We do not predict the future, but create it. At Pantaloon you will get an opportunity to handle multiple responsibilities, and therein, the grooming to play a larger role in the future. Work is a unique mix of preserving our core Indian values and yet providing customers with a service, on par with international standards.
At Pantaloon you will work with some of the brightest people from different spheres of industry. We believe it’s a place where you can live your dreams and pursue a career that reflects your skills and passions. New discoveries in retail In the financial year 2006-07, the company’s retail businesses discovered new categories across formats, new sets of consumers and fresher and contemporary merchandise. We have been able to offer more in the established businesses and gain favourable acceptance with new concepts. In addition, concerted expansion plans saw retail space increase to over 5.2 million square feet at the end of 2006-07. This expansion mode was characterized by a two pronged approach. By dominating the cities the company was already present in and by bringing the benefits of modern retail to towns and cities like Mangalore, Palakkad, Surat, Indore, Kanpur, Haldia, Agra, Coimbatore, Jaipur and Panipat. The company has also undertaken significant private label initiatives in food, in general merchandise and in the consumer durables and electronics categories. Strategic alliances have also been forged with established domestic and international brands. However, the most significant development was the internal realignment the company undertook within each of its retail businesses. To embark on a more detailed approach towards value creation and increasing efficiency, the company reviewed its business operations and adopted a more focused approach by creating an integrated support unit or Line of Business. Augmenting the retail front-end team, Line of Business (LoB) units have been created in the three most critical businesses – food, fashion and general merchandise. Formed during the second half of 2006-07 these business units focus on introducing optimum operational efficiencies. Thus, these units ensure that back - end measures are appropriately taken care of and the right kind of merchandise reaches the stores in the best possible time, at the right price. These teams focus on product consolidation and suitability, margin improvement, and vendor rationalization, thereby ensuring that the sourcing benefits are made available to the front – end team. The company’s efforts over the next couple of years would entail a combination of expansion and process up gradation and implementation. The emphasis will be on the next discoveries to be made in the retail space that will lead to expansion. At the same time, there will be an increased focus on micro
detailing aspects including process, product and operational efficiencies thereby contributing positively to the company’s bottom-line.
It was the first Pantaloons store in Kolkata that set off a chain of discoveries that have led us to where we are today. Ten years later, we have launched our largest Pantaloons store in Kankurgachi in Kolkata. Spread across 85,000 square feet, the store is the first among a series of large format stores that will be launched across the nation. After consolidating its Fresh Fashion positioning, Pantaloons embarked on a major expansion during the year 2006-07. In 8 cities,11 Pantaloons stores were opened with 7 of them opening in the single month of March 2007. The total count of Pantaloons stores as on 30th June 2007 stood at 31 with the total area under retail close to 1 million square feet. In order to maintain the top of the mind association with fashion in India, Pantaloons continued to be the title sponsor for the Femina Miss India 2007 pageant. In addition, Bipasha Basu and Zayed Khan were roped in as brand ambassadors in the month of August 2006. The success of this initiative
was evident in the increased sales for the ‘Haldi Gulal’ range as well as the ‘Svayam Utsav’ summer collection that were endorsed by Bipasha and Zayed. The private label apparel share during the year was in excess of 70 percent. The year also witnessed categories like Winter-wear and Ethnic Ladies-wear strengthening their presence in the stores. The increasing success of the store brand is evident from the fact that the store’s loyalty programme, Green Card, added 200,000 new members. Pantaloons will see a significant expansion during the coming year with an increase of nearly 0.50 million square feet of retail space and an addition of about 15 stores. Pantaloons will look at dominating cities where it has a first entrant advantage and will scale up sizeably with larger stores, additional categories and retail formats. The year 2007-08 will witness considerable focus in the North and East regions. Delhi and the NCR area along with Punjab, Chandigarh and Ludhiana will see the next stage of expansion. Cities like Ranchi, Guwahati and Siliguri in the East will also discover Fresh Fashion.
Discovering more value In 2006-2007, more Indians discovered the value of shopping in Big Bazaar. And with the launch of each store, we discovered more value in terms of operational efficiency. Big Bazaar launched 27 new stores in 22 cities, covering over 1.40 million square feet. As of June 2007, there were 56 Big Bazaar stores across 43 cities. While Big Bazaar continued to expand in then large cities, it also tapped consumption potential in smaller cities like Agra, Allahabad, Coimbatore, Surat, Panipat, Palakkad, Kanpur and olhapur. The year under review also witnessed realigning of business teams with shared experience in category management, sourcing, front-end operations and business planning. In addition, separate teams have been formed to look into all aspects of new store launches and to manage mature stores. This provides more flexibility and focus in expansion plans.
The increase in SKUs in existing categories and the introduction of new categories encouraged the opening of larger stores or Super Centres, measuring 100,000 square feet or more. There are now 5 Big Bazaar Super Centres. Considering this scale of expansion, technology plays a significant facilitating role. The introduction of SAP in 2005-06 and its roll out during the year, positively impacted the business. Big Bazaar has initiated the process of Auto Replenishments Systems, thus improving operational efficiencies and productivity. The company has also rationalized nearly 250 vendors through better vendor management in terms of potential to expand, and for inclusion and up gradation to the online B2B platform. The company plans to open over 60 stores across India in FY 2008, and the opening of the 100th Big Bazaar store will mark the fastest ever expansion by a hypermarket format.
Discovering the new consumer Based on the company’s in-house consumer data and research, and in cognizance with Observations on customer movements and the shopping convenience factor, Food Bazaar has initiated certain refurbishments and layout design across all stores. The intention is to continuously change with the times and demands of the evolving Indian consumer. Food Bazaar also witnessed healthy expansion during the year 2006-07, making its presence felt in nearly 26 cities and adding 40 stores during the year under review. The total count of Food Bazaars as on 30th June 2007 stood at 86 stores. The year under review witnessed the company’s private label programmed gaining significant traction. The brands have been very competitive vis-à-vis the established brands in quality and price terms, and have in fact scored better than national or international players in certain categories. The shares of private labels as a percentage of total Food Bazaar revenues has increased significantly and comprise nearly 50 merchandise categories.
While Fresh & Pure brand entered categories like cheese slices, frozen peas, honey, packaged drinking water and packaged tea, the Tasty Treat brand received a very favorable response in new categories like namkeens and wafers. In the home care category Caremate launched aluminum foil and baby diapers while Cleanmate launched detergent bars and scrubbers. A new format ‘BB Wholesale Club’ was launched and 4 such stores have been opened so far. To be managed by Food Bazaar from the ensuing financial year, this format sells only multipacks and bulk packs of a select range of fast moving categories and caters to price sensitive customers and smaller retailers. The company has also forged tie-ups with established companies like ITC, Adanis, DCM Group, USAID and other farm groups in Maharashtra and Madhya Pradesh to source directly from them. These alliances are expected to drive efficiencies as well as bring better products to consumers. By the end of FY 07-08, the total number of Food Bazaar stores is expected to be 200.
Future ideas Discovering new opportunities Future Ideas is the Innovation, Design & Incubation cell within Pantaloon Retail that stems from the core proposition - ‘Protecting and preserving the soul of a small business or enterprise within a large organization.’ Future Ideas deals with the whole aspect of idea creation, scenario planning activities, alternate approaches to an issue, providing varied outcomes and solutions to a problem and handholding the activity till its success parameters are satisfied. A unique initiative in corporate India, Future Ideas rests on a tripod that can be classified as Innovation driven, Design Management approach and an Incubation chamber, each with its own uniqueness, yet with common objectives. The Design Management team looks at each observation made by the Innovation team, and brainstorms by using a collaborative and holistic approach. The resultant ideas are then nurtured within the Incubation cell. The Incubation team comprises of business teams, mentored by the Innovation and Design teams. They are people who are released from their original businesses or concepts and made part of the entire
ideation process at Future Ideas. They remain at Future Ideas till project completion stage when the success parameters for running the business are met. Future Ideas draws inspiration for most of its activities and projects, keeping in mind the new genre of aspirational Indians. At any point of time Future Ideas would work on about 20 varied projects within the Future Group. Some of the formats that are now being incubated by this team include Top10, Depot, Star & Sitara and Talwalkars’ Fit & Active. The team is also working on ideas around small format nofrills stores, rural retailing, and fashion for the masses and on projects involving women and self-help groups. Discovering new segments Depot, in many cities, is the first modern retailer in books and music and the response has been overwhelming. The core differentiators of Depot are its young, colorful and vibrant stores, strong regional range, affordability and a private label publishing program – Depot Exclusives. In its first year of operation, Depot has launched 6 stand-alone stores and 50 cut-ins. Along with its expansion in major cities, Depot debuted in smaller owns like Rajkot, Vadodara, Haldia, Thrissur, Palakkad and Tiruvanantharam. The Depot Exclusives (released solely inDepot) catalogue expanded rapidly with over 100 titles across genres like children’s books, cookery, regional literature etc. Reputed authors/ imprints like Nita Mehta and Sanjeev Kapoor in cookery, Disney in children’s books etc., have been associated with the company. Depot has also tied-up with the UK based publisher of children’s books, Small World, to copublish a series of toddlers’ interactive books. In FY 2007- 08, the total Depot footprint should cross over 100 stores. The Health, Beauty & Wellness business opened 35 new outlets in the beauty products, services and holistic health care formats Multiple formats operate in this segment, including Tulsi, the pharmacy chain and Star & Sitara, the beauty products cut-ins and Star & Sitara Salons. The largest format, Beauty Free offers unique combination of products, services and holistic health offerings.
To capture the increasing consumption spend on wellness and preventive health care, the joint venture between Pantaloon Retail (I) Limited and Talwalkar Better Value Fitness opened its first ‘Talwalkars Fit & Active’ health centre at Orchid City Centre, Mumbai in April 2007. Spread over 5,200 square feet, it is the country’s first health centre to offer health, fitness and gym services within a modern retail and consumption environment. The venture is also looking at innovative value added offerings in the fitness space as well as developing a Spa model for the Fit & Active brand across the country, by increasing its presence to nearly 50 such centers in the near future. Human Resources Discovering talent diversity The company strongly believes that its sustainable competitive advantage lies in the values that it cherishes, the culture that it imbibes and spirit of enterprise that resides within the organization. Talent management therefore continues to be the core focus for the company. Considering the multiple businesses and rapid expansion expected across the business, the company saw merit in taking a fresh guard to the way in which business would run in order to meet the next leg of expansions. During the year 2006-07, the company conducted an extensive review of in-house talent management, which involved mapping every managerial position in the organization for their skill sets, competence and attitudinal aspects as well as taking an inventory check of the existing talent base and addressing their development needs. Development Centres were created with in house assessors, which further aided in identifying potential resources and helped chalk out post assessment development plans. Continuing with its policy of strategic alliances, the company is collaborating on joint degree programs with 15 management schools, design institutes and institutes of higher learning in areas like food business, supply chain management, design experience management etc. This ‘Seekho’ programme for external and internal candidates has ensured a steady stream of mid level, well trained retail professionals every year.
The company’s ‘Gurukool’ programme provides the front-end employees an opportunity to imbibe the company’s values and a sense of ownership to the company. The company has also created an Employee Growth Trust Fund that was launched during the last financial year for the senior management. Equal Opportunity The company believes that in order to build a sustainable business environment, the composition of its talent base needs to reflect the diversity that exists in our country and among its customers. Therefore the company ensures that the proportional representation of different communities in the Indian population is mirrored in its employee profile. The majority of employees in the company come from socially and economically marginalized sections of the society. Close to 46% of the employees in the organization are women and the average age within the organization is 27 years. The effectiveness of its talent management initiatives is reflected in the fact that the annual rate of attrition is 8.12%, much below industry levels. The company plans to strengthen its employee platform to about 30,000 people by FY 08, from nearly 18,000 people as on FY 07. Human Resource Initiatives Pantaloon Retail believes that one of its sustainable competitive advantages will continue to be the people who are part of the organization. Being in service industry, the Company places a lot of focus is placed on attracting, training, incentivising and retaining talent. The vision is "To provide an environment that creates happy people who have a meaningful life and add value to business and society." With over 18000 employees at an average age of 27 years, the Company prides itself on being a young and energetic organization, driven through the 'The Pantaloon People Management System'. This is built on 5 pillars of people based growth, namely - Culture Building, Performance Management through Balanced Scorecard, People Processes, Management Processes and Leadership Brilliance. Training A competent Learning & Development Team is responsible for training employees at all the levels across the countr y, focusing on primary and secondary research into various aspects of retail and assessment of training needs across Knowledge, Skills & Attitude areas. The emphasis is on creating product and
process knowledge through well defined programs like Praarambh and Parikrama. For the critical front line staff, the Company's unique outbound residential training program Gurukool focuses on integrating the mind, body and soul and brings about measurable attitudinal and behavioral changes. The program has covered nearly 4,500 employees. The SMILE initiative for training of new Store Manager's has been created and disseminated to over 100 store managers by this team. Future Group Manifesto “Future” – the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn, our ability to evolve. We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners. Our customers will not just get what they need, but also get them where, how and when they need. We will not just post satisfactory results, we will write success stories. We will not just operate efficiently in the Indian economy, we will evolve it. We will not just spot trends, we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow. It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing. Rewrite Rules. Retain Values. Group Vision Future Group shall deliver Everything, Everywhere, Every time
for Every Indian Consumer in the most profitable manner. 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. • We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for masses. • We shall infuse Indian brands with confidence and renewed ambition. • We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful. Core Values Indianness: Confidence in ourselves. Leadership: To be a leader, both in thought and business. Respect & Humility: To respect every individual and be humble in our conduct. Introspection: Leading to purposeful thinking. Openness: To be open and receptive to new ideas, knowledge and information. Valuing and Nurturing Relationships: To build long term relationships. Simplicity & Positivity: Simplicity and positivity in our thought, business and action. Adaptability: To be flexible and adaptable, to meet challenges. Flow: To respect and understand the universal laws of nature.
MANAGEMENT STYLE The organization structure for Big bazaar is flat in nature. For Big bazaar, the divisions are apparel, non apparel and the new business division, which includes gold, footwear and the shopin- shops. For Food Bazaar, a separate teem has been created which again works independently. About 1,800 people work for Big bazaar directly. Support and ancillary services comprise another 400 people. A new trainee is put through a basic three day training program before going on the shop floor. Evaluation is done every six months. THE STRATEGY Saving is key to the Indian middle class consumer. The store, which would be created, had to offer value to the consumer. Keeping this in mind, the concept of Big bazaar was created. In India, when a customer needs some thing for the home, a typical thought is to seek it from the bazaar. A bazaar is a place where a complete range of products is always available to the consumer. This is true across India. As the store would offer a large mix of products at a discounted price, the name Big bazaar was finalized. The idea was to re-create a complete bazaar, with a large product offering (at times modified to suit local needs) and to offer a good depth and width in terms of range. The mind to market for the first store was just six months. Price was the basic value proposition at Big bazaar. The Big bazaar outlets sold a variety of products at prices, which were 5 to 60 percent lower than the market price. The line “Isse sasta aur achha kahin nahin” emphaised this. LINE OF BUSINESS Line of Business Sub Department Under the Brand
One Mobile(communication) cure &care Depot Electronics
BF-Children’s BF-Kids Acc BF-Ladies BF-Ladies Acc BF-Men’s BF-Men’s Acc Fashion Accessories Footwear GF-Luggage GF-New Business GF-Sport Goods GF-Toys GH-Home décor GH-Household Crockery GH-Household Plastic GH-Household Utensil SS-Personal Grooming CM-Accessories CM-Carriers CM-Hardware CC-Non Prescription CC-Prescription DP-Book DP-Multimedia DP-Stationery EE-Cd&e Accessories EE-Computer &Access
BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR BIG BAZAAR ONE MOBILE ONE MOBILE ONE MOBILE SIS SIS Depot Depot Depot HOME BAZAAR HOME BAZAAR
Furniture Home Fashion Home Improvement FUN Navras SIS INTRODUCTION
EE-Consumer Durable EE-Electronics EE-Personal Electro FB-Chef Zone FB-Chill Station FB-Fabricleen FB-Farm fresh FB-Golden Harvest FB-Head to toe FB-Hungry kya FB-Spic N Span FB-international food FR-Furniture Home Fashion HI-Carpentry HI-Electricals HI-Improvement F123 NR-Precious Jeweelle BB SIS Fashion ass. Accessories
HOME BAZAAR HOME BAZAAR HOME BAZAAR FOOD BAZAAR FOOD BAZAAR FOOD BAZAAR SIS FOOD BAZAAR FOOD BAZAAR FOOD BAZAAR FOOD BAZAAR SIS HOME BAZAAR HOME BAZAAR HOME BAZAAR HOME BAZAAR HOME BAZAAR Big bazaar Navras SIS
A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing. Retail organizations exhibit great variety and new forms keep emerging. There are store retailers, non store retailers, and retail organizations. Consumers today can shop for goods and services in a wide variety of stores. The best known type of retailer is the department store. Japanese department stores such as Takashimaya and Mitsukoshi attract millions of shoppers each year. These stores feature art galleries, cooking classes, and children’s playgrounds. A retailer is at the end of the distributive channel. He provides goods and service to the
ultimate consumers. This he does through his small organization, with the help of a few personnel. In an individual retail store there is not much scope for organization except in the sense that the shopkeeper has to organize apportions his time and resources. The need for organization becomes essential as soon as he hires people o enters into partnership or takes the help of members of his family in running his store. A retailer deals in an assortment of goods to cater to the needs of consumers. His objective is to make maximum profit out of his enterprise With that end. in view he has to pursue a policy to achieve his objective. This policy is called retailing mix. A retailing mix is the package of goods and services that store offers to the customers for sale. It is the combination of all efforts planned by the retailer and embodies the adjustment of the retail store to the market environment. Retailing mix is a communication mix and a distribution mix. The maximum satisfaction to the customers is achieved by a proper blend of all three. The success of the retail stores, therefore, depends on customers’ reaction to the retailing mix which influences the profits of the store, its volume of turnover, its share of the market, its image and status and finally its survival. RETAIL Retailing is the set of business activities that adds value to the products and services sold to the consumer for their personal or family use. A “retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as a public utility, like electric power. • Retailing is an important institution in our society, • Retailing provides considerable value to consumers while giving people opportunities for rewarding and challenging careers. • Retail formats and companies are now major factors in the industry.
• The key to successful retailing is offering the right product, at the right price, in the right place, at the right time, and making a profit. • Retailers must understand what customers want and what competitors are offering now and in the future.
The World of Organized Retailing • Retailers are using sophisticated communications and information systems to manage their business. The use of new technologies helps retailers reduce their operations costs, while better serving their customers. • To compete against non-store retailers, stores are now becoming more than just places to buy products. They are offering entertaining and educational experiences for their customers. • In this dynamic environment, entrepreneurs are launching new companies and concepts and becoming industry leaders, while traditional firms have had to rethink their business. • Retail managers today must make complex decisions on selecting target markets and retail locations, determining what merchandise and services to offer, negotiating with supplier and distributing merchandise to stores, training and motivating sales associates, and deciding how to price, promote and present merchandise. RETAIL MIX . The retail mix is the combination of factors retail used to satisfied customer needs and influences their purchase decision. Its include the type of merchandise and services offered, merchandise pricing, advertising, promotional programs store design merchandise display, assistance to customer provided by salespeople, and convenience of the store’s location. ➢ Retail mix is the term used to describe the various elements and methods required to formulate and execute retail marketing strategy. ➢ Retail managers must determine the optimum mix of retailing activities and coordinate the elements of the mix. ➢ The aim of such coordination is for each store to have a distinct retail image in consumers’ mind.
➢ The mix may vary greatly according to the type of the retailer is in, and the type of product/services. While many elements may make up a firm’s retail mix, the essential elements may include: ➢ Store location, ➢ merchandise assortments ➢ Store ambience, ➢ customer service, ➢ price, ➢ Communication with customer ➢ Personal selling ➢ Store image ➢ Store design ➢ Sales incentives ➢ People ➢ Process ➢ Physical evidence
Composition of retail mix 7 P’S OF BIG BAZAAR
7 p analysis of big bazaar ➢ ➢ ➢ ➢ ➢ ➢ ➢ Place Product Price Promotion People Process Physical Environment
Key element 1) Place (store location) Target market Channel structure Channel management Retailer image Branding Retail logistics Packaging Retail distribution 3) Price Costs Developing Profitability Value for money Competitiveness Incentives Quality Status After-sales services 5) People element Staff capability Efficiency Availability Effectiveness Customer interaction Internal marketing Retail mix planning 2) Product (merchandise) Product development Product management Product features and benifits
4) Promotion promotional mixes Advertising management Sales promotion Sales management Public relations Direct marketing 6) Process element Order processing Database management Service delivery Queuing system Standardization
Retail mix plan consists of: ➢ Setting objectives ➢ Systematic way of identifying a range of options. ➢ Formulation of plans for achieving goals ➢ Logical sequence of retailing activities. Importance of Retail mix planning Hostile and complex retail environment External and internal retail organization factors interact
– Maximizing revenue – Maximizing profit – Maximizing return on investment – Minimizing costs Each element has conflicting needs All these variables interact All these variables result in optimum compromise. Approaches to planning Top down approach Retail management sets goals and plans for all levels of management. Bottom up approach Various units prepare own goals and plans sent up for approval. It is the effective blending of all the elements of retail mix activities within the retail organization that determines the success of retail management. Discuss this statement and explain with retail examples how the elements of retail mix could be blended to ensure the success of retail operation. Organizational structure (zonal)
Marketing Manager Marketing HEAD
HR Manager HR HEAD
Category Manager Category HEAD
Finance Manager Finance HEAD
Operation Manager Operation HEAD
VIDUAL MARCHANDISIN G
TEAM LEADER SECURITY MAINTANANCE
Type : - hypermaket Founded : - 2001 Headquarter : - jogeswari , mumbai Industry :retail Product : - department, furniture, grocery and fashion Promoters : - Kishore biyani Parent :pantaloon Punch line :- “isse sasta aur accha kahin nahi”
Built in an 80,000sqft area, this hypermarket will be the second Big Bazar in the west bengal state and the first biggest store built in the eastern zone and is set to boost retail marketing in the capital further. The store also provides parking facilities of more than 100 cars in a 13,000sqftbasement area. On offer under one roof would be clothes and accessories for men, women and children, playthings, stationery and toys, footwear, plastics, home utility products, cosmetics, crockery, home textiles, luggage, gifts and also food products and grocery. There are around 10 sections in this retail store including Food Bazaar, M-Bazaar,
Depot, Apparel, Kitchen home, Fashion, furniture and electronic bazaar, Live Kitchen and appliance shops. These would cater to almost everything required by people from different income groups. The best feature about a Big Bazaar store, said salespersons, is that it offers a large number of goods at affordable prices. People of different income groups can buy utility and other products at this retail mart. Hence, Big Bazaar has become almost a household name. The added advantage is round-the-year discounts and promotional offers. “Big Bazar is a big name in the retail industry of India. Shopping here will be memorable experience with varied rates of discounts on products as well as discount vouchers,” said head of operations, East Pantaloon Retail (I) Ltd, Sandeep Marwaha. “We would be giving a lot of offers to customers at reasonable rates and also maximum discounts on January 26 and August 15,” Marwaha says, adding that they would also give group cards to customers which would let them avail of discounts at their stores all over India. “As far as the products are concerned we have both local as well as branded products. This retail shop would remain open on weekdays and sell a total of 1,60,000 products. We also have very attractive offers, like we would be giving 1kg sugar and 1kg flour free of cost for the purchase of Rs 999 or more,” said Marwaha. The new thing at this retail shop will be that customers would get an opportunity to purchase bread, bun, biscuit, cake, sandwich and burgers prepared or baked in front of them. There are 150 staff members on the company pay- roll, comprising college students and housewives. These people were appointed two months prior to the opening of this mega store at Kadru More. Product of big bazaar
Store study BIG BAZAAR Raghynath pur MAIN ROAD West Bengal -723133 PHONE NO. In India when a customer needs something for home, a typical thought is to seek it from the bazaar. A bazaar is a place where a complete range of product is always available to the consumer. This is true all over India. As the store would offer a large mix of products at a discounted price, the name big bazaar was finalized. That is how the store design was finalized. The store should on one hand provide the customer the look and feel of a bazaar and on the other hand should provide them a shopping experience.
The store design and layout tells a customer what the store is all about. It is a very strong tool in the hands of the retailer for communicating and creating the image of the store in mind of the customer. The design and layout of the store are a means of communicating the image of the retail store. The primary consideration that a retailer takes into account while choosing the look of his store is his target audience, their need and their buying behavior, secondly the merchandise that he is going to sell. big bazaar (super center and hypermarket) is a 5floor building comprising of 13 home linen of business, 4 joint venture with (Lee cooper, Loot mart, Navras gold jewelry, sports) and few shop in shop. big bazaar is the India’s biggest big bazaar with a 12000 pernsq. feet sales. It comprises of built up area of 126655 sq. feet and retail area of 65043 sq feet with average footfalls of 7000 customers per day. Big bazaar is coming up of with more shop in shop so that they can cater to the needs of diverse culture of customers coming to the store. Customer coming to big bazaar can shop, eat and entertain themselves under one roof. There are many promotional activities done in the store to promote the in house brands. These activities are usually performed on big days in the week like Sundays, Saturday and Wednesday. The activities done are fashion show to promote fashion @ big bazaar. Fashion show was conducted in the exterior of the store by models that performed on the ramp wearing big bazaar clothing. Other activities are small games such as quiz contest, fashion show, etc. are been played to entertain customers and on the same front promote their products. Wednesday bazaar is mostly targeted at house wife handling low budgets for the week. Impulse bins are kept in areas where there are heavy footfalls and cash counters to make customers buy the products. Exterior store design: Many a times it is the exterior look of the store that draws the customers to the store. The factors that are considered in designing the exterior of the store are: Site it. ➢ Facilities like parking and ease of access. ➢ The architecture of the building. ➢ The display space. The health and safety measures i.e. the security guards.
Exterior of the store is attractive and inviting. It highlights the seasonal attraction of different sections with the help of huge hoardings. Parking is design according to the convenience of the customer as customers have entries close to the Parking spaces for both Two and Four Wheelers. Customers have proper places to put their luggage while entering the store, proper security feature are provided to give them a feeling of safety and wellbeing. Small eateries and Snacks shop are there for the customers in wait and for those who wants to pass their time. Interior store design: Interior store design is a function of the aesthetic within the store, the merchandise sold within and the space used for the same and the overall layout of the store. The factors that affect the interior store design are: ➢ Space planning i.e. location of various departments, location of various products in the department (plan gram), relation of space to profitability. ➢ Fixtures that are used for storing and displaying merchandise. ➢ Lighting scheme has to be decided on the product that is displayed. ➢ Graphics and signage in the store provide information about the product, location, facilities etc. in the store. Overall format of the store, look, feel, colure scheme are decided to give a Bazaar look where the Target Customer can have a feeling of having convenient and valued shopping Experience. For the convenient movement of the customers in the store there are escalators and lifts. The store layout is such that when one reaches at a particular level he /she can get an overall picture of the floor in a single view. Proper spacing is provided for fixtures, walking area and Highlights like Boards and Signage’s are provided in each section. Every section is arranged in accordance to a preplanned theme for each Season and Shopping Festival. These themes have a same kind of patter or look such that different sections are connected in accordance with the buying behavior of the customer. The floor arrangements are planned to suit the buying need and convenience of the customerslike grocery, food and FMCG products (daily necessities) are kept on the ground floor as no customer will go to the 5th floor to buy vegetables. Thus the store designs are according to this plan.
Comfortable ambience is created with the help soothing music. Proper ventilation and lights add to the shopping experience at ranchi big bazaar. Attractive schemes and discounts on different products on different levels are announced at regular intervals at every floor to attract customers. Proper fixtures are used to store and display the merchandise. The fixtures used are flexible enough that its size can be changed or can be shifted inside the store as per convenience. Big Bazaar is not just another hypermarket. It caters to every need of your family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. At Big Bazaar, you will definitely get the best products at the best prices - that’s what we guarantee. With the ever increasing array of private labels, it has opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise you. And this is just the beginning. Big Bazaar plans to add much more to complete your shopping experience. ➢ It is chain of shopping malls in India currently with 31 outlet owned by Kishore Biyani’s Pantaloon Group. ➢ Big bazaar is not just another hypermarket. ➢ It provides the best products at the best price. ➢ It reflects the look and feel of Indian bazaars at their modern outlets. ➢ All over India, Big Bazaar attracts a few thousand customers on any regular day. 3.1.3 Target Audience: ➢ Big Bazaar targets higher and middle class customers . ➢ The large and growing young working population is a preferred customer segment. ➢ Big Bazaar specifically targets working women and home makers who are the primary decision makers. 3.2 Features In Big Bazaar, ranchi following features are there:
➢ Ranchi outlet focuses on all classes. ➢ It is a one-stop shop, anything and everything which is in the market is present here. ➢ Gaming section F.123 is there which cannot be found in all outlets ➢ Unisex salon Star N Sitara is there. ➢ The food court is there where one can have refreshments and relax. ➢ Lifts and ramp are there for convenience. Ground Floor: The ground floor comprises of food and non- food items. In short there are products which are included in the daily necessities check list of the customers. When we enter in the store we see vegetables and fruits on the right side and food items, personal care product on the left. This floor mainly is known as food bazaar. It consists of following department such as: ➢ food items ✔ chill zone ✔ chip zone ✔ hungry kya ➢ non- food items ✔ personal care ✔ home care ✔ fabricleen ➢ staples: ✔ basic staples ✔ cooking mediums ➢ fruits and vegetables ➢ men’s grooming ➢ live kitchens
The Contribution of Food Bazaar to the total sales for the year 2008-09 of the store was 31% . ➢ The space occupied by the Food Bazaar is 8076 Sq. feet out of 65043 of the total retail space i.e 12% of the total Store retail space. ➢ The per sq feet sales of Food Bazaar is Rs 2862. 1st Floor:
This floor comprises of plastic, utensils and crockery this section is located on the 1st floor to push the crowd in upward direction and secondly the products kept here are planned purchase products. It also comprises of few impulse buying products such as ladies hand bags and foot wears this also helps in pushing the customer upwards in the store. Thus 1st floor comprises of the following categories: ➢ footwear ➢ luggage ➢ ladies handbags(jute cottage is a shop in shop ➢ PUC (plastic, utensils & crockery) ➢ cookware ➢ mbazaar. ➢ Home linen ➢ Depot
➢ ➢ ➢ ➢
Music world Cosmetics Jewelry Watches & sunglasses
2nd floor The first floor accommodates apparel department (ladies& kids). Ladies & kids mannequins dressed in updated trends on cubes & platforms looks attractive. Secondly the heavy discounts. entice the customer to buy the products. One gets everything he/she needs in apparels. The categories are: ➢ Ladies wear ✔ Ladies accessories ✔ Ladies nightwear ✔ Ladies ethnic(dress materials, sari, kurtas etc) ✔ Ladies western ✔ Ladies western formals ✔ Ladies western party wear ✔ Ladies seasonal wear ✔ Ladies sportswear ➢ kids wear ✔ girls wear ✔ boys wear ✔ toddlers ✔ kids accessories ➢ Navras gold jewelry(shop in shop) rd 3 floor The first floor accommodates apparel department (men). Men mannequins dressed in updated trends on cubes & platforms looks attractive. Secondly the heavy discounts. entice the customer to buy the products. One gets everything he needs in apparels. The categories are: ➢ Men wear
✔ men casuals ✔ men formals ✔ men denims & tees ✔ men nightwear ✔ men seasonal wear ✔ men accessories ✔ men sport wear ✔ men occasional wear ➢ auto assesories ➢ f123 ➢ sports zone ➢ kids games & toys ➢ soft toys ➢ sports equipments 4th floor This floor is known as electronic bazaar. Customers who are gadgets lovers will enjoy moving around this floor. This floor comprises of demo rooms where in the customer can see the demo of different gadgets they would like to purchase. It also consists of part of home bazaar. There is future money which provides installment payment system for customers. Categories on this floor are: ➢ Electronic bazaar. ✔ white goods ✔ small appliances ✔ my things ✔ AC & geysers ✔ LCD ✔ Audio ✔ Computer & laptops ✔ Refrigerators ➢ future money ➢ home lights ➢ bed room furniture & accessories th 5 floor
The floor is all about making your house look good. Yes, this floor is known as home bazaar. Good quality with heavy discounts is what attracts customers to this floor modular kitchens, bed rooms, living room, kids room are designed in different ways to give customers the idea of how the colure schemes changes the look of the product. Co-ordinate presentation is an effective way of display. There are architect service been provide so that the customers can take the advise of the architect and plan for the purchase. Customers can even customize the product. This floor consists of the following: ➢ modular kitchens ➢ modular bed rooms ➢ modular living rooms ➢ kids room ➢ grab n go ➢ office furniture ➢ home improvements ✔ floorings ✔ lockers & handles ✔ mirrors ✔ bathroom sets
Findings and Suggestions Customer Service Desk, Big Bazaar Customer Service Desk (CSD) is situated on the first floor. As the name defined, CSD is meant for assisting and resolving the complaints of the customers. Since CSD is a department which does not involve in any sales or promotional activities, but is indirectly. Linked with all other departments of the store right from Food Bazaar on ground floor to furniture and fitting on fifth floor. Functions of Customer Service Desk(CSD), Big Bazaar Customer Service Desk does many functions. The primary functions at CSD include taking care of the customers at➢ CSD ➢ Cash Counters ➢ Baggage Counter ➢ Packaging’s ➢ Exchange Counter ➢ Alterations and ➢ Security Customer service is the motto of the CSD at all the times and at all the departments. The following lines describe how various functions are carried out at CSD: 5.2.1 Customer Service Desk(CSD): It is the place where exactly the manager of Customer Service Desk is available. He at Customer Service Desk entrusts work to all the representatives of this department, across various counters as described above. Representatives across various counters attend customers. If there are any problems or issues which they themselves can not deal at respective counters, they are politely asked to consult the representatives at CSD on first floor. Customer Service Representatives are answerable for the acts of the employees at primary level. The ascots of the employees bind the people at CSD. So, the representatitives must learn how to tackle various situations effectively. Paging is done at CSD; to have a smooth communication within the employees of the store
across various departments and to guide the customers. Credit notes are given to the customers who approach the CSD for various reasons viz., wrong billings, exchanges, etc. Cash Counters: The following is a list of tasks that a typical cashier is expected to do: Receive payment by cash, check, credit cards, vouchers, or automatic debits. Issue receipts, refunds, credits, or change due to customers. Count money in cash drawers at the beginning of shifts to ensure that amounts are correct and that there is adequate change. Greet customers entering establishments. Maintain clean and orderly checkout areas. Establish or identify prices of goods, services or admission, and tabulate bills using calculators, cash registers, or optical price scanners. Issue trading stamps, and redeems food stamps and coupons. Resolve customer complaints. Answer customers' questions, and provide information on procedures or policies. Cash checks for customers. Baggage Counter: Baggage Counter is a place where customers leave their belongings before entering into store. Baggage handlers take care of the belongings deposited by the customers until they leave the store. All the bags are attached with tags indicating a code or a number of which one is given to the customer and the other is attached to the bag for easy identification. Packaging: Packings are made to serve the customers. Gift wrapings are made as a free service to customers on all the week days. Separate gift packs viz.; rice, sugar etc., are made on global offers for the sake of serving the customers at ease. Exchange Counter: All exchanges are primarily dealt at exchange counters. The person at exchange counter verifies whether any exchange can be done and attaches with a tag, then the customer is asked to go to CSD where actual exchange is done. Alterations:
Alterations take place once the goods(clothes) are sold and only if they are found to be unfit for the customers. They are altered and adjusted according to the specifications of customers. Security: Customer service representatives are answerable for the acts of Security guards across the store. The following are the functions perfomed by the security guards: ➢ Monitor and authorize entrance and departure of employees, visitors, and other persons to guard against theft and maintain security of premises. ➢ Write reports of daily activities and irregularities such as equipment or property damage, theft, presence of unauthorized persons, or unusual occurrences. ➢ Call police or fire departments in cases of emergency, such as fire or presence of unauthorized persons. ➢ Answer alarms and investigate disturbances. ➢ Circulate among visitors, patrons, or employees to preserve order and protect property. ➢ Patrol industrial or commercial premises to prevent and detect signs of intrusion and ensure security of doors, windows, and gates. ➢ Escort or drive motor vehicle to transport individuals to specified locations or to provide personal protection. ➢ Operate detecting devices to screen individuals and prevent passage of prohibited articles into restricted areas. ➢ Answer telephone calls to take messages, answer questions, and provide information during non-business hours or when switchboard is closed. ➢ Warn persons of rule infractions or violations, and apprehend or evict violators from premises, using force when necessary. SWOT Analysis of Big bazaar
A swot analysis is done to know the strengths, weaknesses, opportunities and threats of any company. This analysis will explain about the strengths, weaknesses, opportunities and threats of big bazaar. Strengths of Big bazaar ➢ Better understanding of customer of customers helping the company to serve them better. ➢ Vast range of products under one roof helping in attracting customers and their family to shop together and enjoy the experience.
➢ Benefit of early entry into the retail industry. ➢ Diversified business operating all over india in various retail formats. ➢ Ability to get products from customers at discounted price due to the scale of business. Weaknesses of Big bazaar ➢ High cost of operation due to large fixed costs. ➢ Very thin margin ➢ High attrition rate of employee. Opportunities for Big bazaar Lots of potential in rural market. Can enter into production of various products due to its depth understanding of the customer’s tastes and preference. Can expand the business in a smaller cities as thier is a lot of opportunity. Threats for Big bazaar High business risk involved. Lots of competitors coming up to tap thr marker potential. Margin of business reducing all the time.
Customer Service Desk Strengths: ➢ Helpfulness/ Assistance to customers ➢ Provides an opportunity for the customers to lodge their complaints. ➢ Exchanges are done within 15 days of purchasing, if the customers are not satisfied with the product purchased. ➢ Tracking of credit notes. ➢ Answering customers’ queries. ➢ Maintaining the data of the customers to let the customers know about future offers. Weakness: ➢ Poor complaints resolution. The complaints lodged at CSD are rarely resolved.
Customers dissatisfaction with respect to the availability of stock of Global Offers. ➢ Wrong billings, which kills the time of both the customers and the employees and leads to frustrations. ➢ There is no track on the calls made at CSD. ➢ Employees at cash counters are not adequately trained. ➢ There is no concrete track on the issue and store of excess stock of offer gifts at the baggage counter. ➢ Lack of proper coordination between employees at cash counters and the employees at baggage counters. ➢ Lack of proper coordination between cashiers and sales executives across various departments. ➢ Alterations are made late and some times they are not done at all by the respective people. Opportunities: ➢ To assure there is enough stock to dispatch before the offers is announced. ➢ To show an interest in customers’ opinions and feelings. ➢ To have company policies that work for customers and not against them. ➢ To have a concrete track on the issue of the free gifts at the baggage counter. ➢ Computerise the baggage counter; there by the burden of executives and also the amount spent on employing new executives is saved. ➢ To make use of the excess stock kept idle at the baggage counter. ➢ To resolve customers’ complaints as soon as possible. ➢ Customers are keen to know about the ‘Global Offers’ that are offered on special occasions, make use of the data of the customers( for further business) judiciously, which is alredy available. ➢ Employ one person exclusively for the purpose of wrapping gifts, so that the customers do not think of turning to another mall just for the sake of getting the gifts wrapped. ➢ To have department wise track on the complaints received; there by the burden at CSD is reduced and the complaints are resolved faster. Threats:
➢ Lack of track on the number of complaints which are not lodged with the complaints ➢ register, affects goodwill of the organisation. ➢ Ther e is no department wise track on the complaints. ➢ There is no track on how many complaints related to each departments are resolved per day, week, or month, etc. ➢ Clubbing of bill is not accepted at the time of issuing Global offer, even though the billing is done at the same time across various counters. ➢ There is no variation in issuing Global offer, even though the bill bears high amount. ➢ There is no proper information to the customers that gift wrappings are not done on Saturdays and Sundays. Suggestions The following suggestions have been given after care full observation and the survey done at Big BazaarTo be implemented at Customer Service Desk➢ Have a sepate e-mail for Customer Service Desk to assist the customers. ➢ Encourage customers to send their complaints or suggestion via e-mails besides telephone calls and direct contact. ➢ Encourage customers to express their views with regards to customer Service. ➢ Maintain a suggestion box at Customer Service Desk to drop in customers’ suggestions. ➢ If any of the suggestions dropped in by the customers are considered, acknowledge with thanx next to the suggestion box. To be implemented at Cash counters➢ Cashiers must be given adequate training before the job is entrusted to them. ➢ They must be attentive while billing in order to avoid wrong billings, entering wrong bar codes, illegible printings, etc. ➢ Cashiers should make the customers know about the slab offers if there, before the billing is done; so that more sales will be done and the customer will also be satisfied with the service provided. To be implemented at Baggage counter-
Computerise the baggage counter and train the executives how to work on the system. ➢ Give a printed sheet to the executives at baggage counter about the offers on specific products and update it from time to time. ➢ When the free items are sent to baggage counter, make sure that the executives at baggage counter are aware of the items sent and where the items were kept. ➢ Paste a sheet of complete list of free items on specific products at respective departments besides placing at the products placed for sale; so that the customers and other executives will have a better idea about the gifts on various items. ➢ Allow the customers to get the bill split and get free gifts as many as they are supposed to get accordingly, if the bill bears huge amount. ➢ Allow customers to club the bill and issue them global offers. To be implemented for Packagings➢ Employ a person exclusively for wrapping the gifts. ➢ Employ a person exclusively for packing global offer gifts viz., rice and suger, etc. ➢ Assure that the packer does not mis-utilise the time sitting idle when there is no crowd. It is the duty of the packer to see that the packs are readily available whenever there is need. ➢ Make sure the gift packs are readily available before the offers are announced. ➢ Get the gift packs ready for at least 3 days and never give a chance for out of stock. ➢ Make packs in better polythene covers and store them safe in case of excess stock Big Bazaar - Isse sasta aur accha kahin nahi
Big Bazaar, one of the biggest retail format of Pantaloon Retail (India) Limited, has democratized shopping in India and is much more than a hypermarket. Here, one finds over 170,000 products under one roof that cater to every need of a family, making Big Bazaar India’s favorite shopping destination. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. Spread
across 45000 sq.ft. With the ever increasing array of private labels, it has opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at surprisingly low prices. In recent years, Big Bazaar has adopted value pricing in which they win loyal customers by charging a fairly low price for a high – quality offering. However, consistent low price for the products is not only the universally desired characteristic; it is also a surrogate for different offers provided by these stores at different intervals of time. The variety of product range in Big Bazaar : This large format store comprise of almost everything required by people from different income groups. It varies from clothing and accessories for all genders like men, women and children, playthings, stationary and toys, footwear, plastics, home utility products, cosmetics, crockery, home textiles, luggage gift items, other novelties, and also food products and grocery. The added advantage for the customers shopping in Big Bazaar is that there are all time discounts and promotional offers going on in the Big Bazaar on its salable products. The significant features of Big Bazaar: Shopping in the Big Bazaar is a great experience as one can find almost everything under the same roof. It has different features which caters all the needs of the shoppers. Some of the significant features of Big Bazaar are: · The Food Bazaar or the grocery store with the department selling fruits and vegetables . · There is a zone specially meant for the amusement of the kids. · Furniture Bazaar or a large section dealing with furniture. · Electronics Bazaar or the section concerned with electronic goods and cellular phones. · FutureBazaar.com or the online shopping portal which makes shopping easier as one can shop many products of Big Bazaar at the same price from home. · Well regulated customer care telecalling services.
THE VARIOS OFFEERS SATISFIED THE COUSTOMERS: The Great Exchange Offer Big Bazaar announced The Great Exchange Offer with a “Bring anything old and take anything new” concept which started from the 16th of Feb 2008 at the Landmark store. The offer was valid till the 16th of March 2008 at the store. Under the exchange offer, old garments, utensils, furniture, plastic ware, newspapers or just about anything was weighed and valued and customers were given exchange coupons. The customer could redeem the coupons before the due date on the condition that he/she shops four times the value of the coupon. There were also direct exchanges on mobiles and electronic goods during the period with attractive discounts on new purchases. The prices fixed by Big Bazaar were: clothes (Rs 200 per kg), newspaper (Rs 25 per kg), plastics/utensils/leather goods (Rs. 75 per kg), footwear/luggage (Rs. 100 per kg), Pet/beer bottles (Rs 15 per kg), tyres (Rs 50 per kg), furniture (Rs 75 per kg) and others (Rs 20 per kg). These exchange values were found to be almost 4 to 5 times higher than the road side “kabari wala”. For the consumer, this offer aimed at helping the housewife clean out the junk while getting a good value for it. The coupons availed by the customer were equivalent to a 25% discount on products that could be purchased under this offer. For Big Bazaar, this promotion campaign helped boosting sales during the period of February and March as it has been noticed that these months are dull months for consumer buying. Big Bazaar undertook the following ways to promote The Great Exchange Offer: Below the line activities for The Great Exchange Offer involved: • Sufficient visual merchandizing within the store that included danglers, signages, standees, distribution of pamphlets, which gave details of the offer. • Frequent announcements made by the staff inside the store at regular intervals. Above the line activities for The Great Exchange Offer involved: • TVC on popular entertainment channels like Star Plus, Sony, Set Max, Star One. • Road shows carried out by the Big Bazaar staff with announcements about the offer to make people aware. • Newspaper ads in almost all the local dailies like Sakal, The Times of India, on different days during the period of the offer. Wednesday Bazaar – Hafte ka sabse sasta din
In January 2007, Big Bazaar introduced a Wednesday Bazaar concept called “Hafte Ka Sabse Sasta Din” with the aim to give homemakers the power to save the most on this day of the week. Wednesday Bazaar offers clothes, accessories and fashion jewellery and personal care products on greater discounts. In the hypermarkets or supermarkets business, it is noted that the highest footfalls generated by these stores are mostly on the weekends or on national holidays. Therefore, it becomes very important for the retailer to plan certain offers in such a manner that it can attract people on the weekdays too. For the customers, Wednesday Bazaar is the “Hafte Ka Sabse Sasta Din” which the customers leverage on and for Big Bazaar; Wednesday Bazaar is an opportunity to maintain footfalls to its standards on weekdays too. For Big Bazaar, Wednesday Bazaar is a concept, which it intends to run on a longterm basis. For which the aim is to inculcate in the minds of customers that every Wednesday is a day of greater savings at Big Bazaar. It is therefore, incumbent on the brand to have the offer grow and create deep impact on the minds of the customers. It has tried to do this in the following ways: Below the line activities for Wednesday Bazaar involves: • Visual merchandizing promoting the offer with the help of danglers, signages, standees, etc. • Frequent announcements made by the staff inside the store on a regular basis. Above the line activities for Wednesday Bazaar involves: • TVC on popular entertainment channels like Sony, Star Plus, Set Max, Star One. • Newspaper ads on Wednesday in the local dailies, Sakal and Times of India. • Hoardings at ROADS. Sabse Saste Teen Din (Big days) “26 Jan Republic Day a National Holiday”Big Bazaar Marketing Department gave a new thought on this day in 2006 they started a new shopping festival, i.e. Sabse Saste Teen Din. None of the retail industry was aware about this surprise shopping festival. Big Bazaar did it in its own way!! They showed this National holiday can be celebrate in festival mode , while doing shopping Big bazaar throwed up to 65% of on each & every products in the store for three days. So the promotion was called Sabse Saste Teen Din. Promotion
Promotion can be loosely classified as "above the line" and "below the line" promotion. The promotional activities carried out through mass media like television, radio, newspaper etc. is above the line promotion. The terms 'below-theline' promotion or communications, refers to forms of nonmedia communication, even non-media advertising. Below-the-line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in fmcg products, but also for industrial goods. Some of the ways by which companies do BTL (below the line) promotions are by exhibitions, sponsorship activities, public relations and sales promotions like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later etc. BELOW THE LINE SALES PROMOTION Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This has led to a shift from the regular media based advertising. A definition of below-the-line sales promotion given by Hugh Davidson: 'An immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration'. Methods of below the line sales promotion 1. Price promotions Price promotions are also commonly known as" price discounting". These can be done in two ways: · A discount to the normal selling price of a product, or · More of the product at the normal price. Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost (during the discounts) followed by a lull when the discount would be called off. 2. Coupons Coupons are another, very versatile, way of offering a discount. Consider the following examples of the use of coupons: -On a pack to encourage repeat purchase - In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer
- A cut-out coupon as part of an advert - On the back of till receipts The key objective with a coupon promotion is to maximize the redemption rate – this is the proportion of customers actually using the coupon. It must be ensured when a company uses coupons that the retailers must hold sufficient stock to avoid customer disappointment. Use of coupon promotions is often best for new products or perhaps to encourage sales of existing products that are slowing down. 3. Gift with purchase The "gift with purchase" is a very common promotional technique. In this scheme, the customer gets something extra along with the normal good purchased. It works best for - Subscription-based products (e.g. magazines) - Consumer luxuries (e.g. perfumes) 4. Competitions and prizes This is an important tool to increase brand awareness amongst the target consumer. It can be used to boost up sales for temporary period and ensure usage amongst first time users. 5. Money refunds Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer. Customers often view these schemes with some suspicion – particularly if the method of obtaining a refund looks unusual or onerous. 6. Frequent user / loyalty incentives Repeat purchases may be stimulated by frequent user incentives. Perhaps the best examples of this are the many frequent flyer or user schemes used by airlines, train companies, car hire companies etc. 7. Point-of-sale displays
Shopping habits are changing for the people living in metropolitan cities. People prefer big retail outlets like Big Bazaar to local kirana stores. Most of the decisions of buying are taken by the virtue of point-of-sale displays in these retail outlets. SOME INTERSTING EXAMPLES OF BTL PROMOTION Most of the big brands are following the suit of BTL promotion because of rising prices of media based promotion, advertising clutter and increased impulse purchasing. Some of the interesting examples are: Most of the educational institutes like career launcher, Time and PT are holding informative workshops and free tests for students which give a direct interaction of these institutes with the target customer and hence a suitable platform to sell themselves. Ring tones and music videos on cell phones are helping the entertainment industry to promote for a music video or a movie for dirt-cheap rate as compared to media promotion. Various companies sponsor sport events to promote their brand, but nowadays media companies like Hindustan Times are holding weekly events through out the country in which companies can put up their stalls, display banners and posters and arrange for some fun activities. These events give the companies a platform at very low price to promote their brand and increase visibility among target consumer. These companies also give discount coupons to winners in the games, which in turn boost the sales of the products and ensure that first time users try these products as well. Pepsi organized an inter school cricket event for 425 schools across 14 cities which did wonders for the company by promoting the brand amongst the right target customer for almost no cost. Most of the pharmacy companies do BTL promotion by getting shelf space through doctors to display their products or by giving away free calcium tablets again through doctors, knowing that for a patient a personal advise from a doctor would hold more value as compared to a commercial advertisement. Another interesting BTL promotion was by NIKE, an athlete dressed up in Nike
sportswear could be seen jogging on an elevated treadmill for the whole day on National Highway 8, Delhi. BTL promotions are gaining popularity among all big companies nowadays considering their effectiveness because of the "individual customer promotion" at a price, which is much lesser than the normal media promotions. • Low prices on Wednesday Low prices on Wednesday • Concept of Big Day Concept of Big Day • Promotional offers School Jao Khushi Khushi Khushi Ki Barsaat Happy Father’s Day Big Bazaar's `junk' swap offer Big Bazaar is launching a promotional offer from Saturday, with the slogan, "Bring anything old and take something new". A press release issued by the company says the customer can bring anything old, such as newspaper, and get coupons issued in exchange of the junk. The customer can redeem the coupons before the due date on the condition that he/she shops four times the value of the coupon. The prices fixed by Big Bazaar are: clothes (Rs 200 per kg), newspaper (Rs 25 per kg), plastics/utensils/leather goods (Rs. 75 per kg), footwear/luggage (Rs. 100 per kg), Pet/beer bottles (Rs 15 per kg), tyres (Rs 50 per kg), furniture (Rs 75 per kg) and others (Rs 20 per kg). "This offer will help the housewife clean out the junk while getting a good value for it," says Mr Sanjeev Agarwal, President (Marketing), Pantaloon Retail (India) Ltd. News related big bazaar Future Group to hive off Big Bazaar Kishore Biyani-led Future Group is considering hiving-off its hypermarket format Big Bazaar into a separate company. “Managing a $1 billion business already is a challenge”, Biyani said speaking to the reporters on Friday, referring to the big Bazaar format, which is expected to generate revenue of $1 billion in the fiscal 2007- 08. Big Bazaar is a hypermarket format of the Pantaloon Retail (India) Ltd.
The Group expects to increase its revenues to $7-8 billion by 2011, of which Big Bazaar is expected to contribute a large chunk of around $4 billion. It has emerged as the largest retail format of Future Group's retail division. Biyani said that the proposal is at a very initial stage and has to be taken to the board. “Currently we have more than 80 Big Bazaars and we are planning to scale it up to 160 by the year end”, he said. Highlighting that the company was going to go very aggressive in rolling out the Big Bazaar format, he said that the total floor area by 2011 would scale up to 30 million square feet from the present figure of 10 million square feet. Speaking on the other formats, Biyani said that the group was expecting a revenue of Rs 1,300 crore from the Home Town stores which the company launched last year. Review of Literature When countries grow, more people buy more things. More products become available. They need more shelf space. The result: a retail revolution. That’s what’s happening in India today. A new generation of retail outlets is emerging, which will change the landscape of the country’s cities. Introduction “There is so much fish in the sea. The organized retail will see more segmentation in the years to come and this will happen as Indians get more and more exposure to the outside world.” Kishore Biyani “The need basket of an average Indian has changed sharply.” Arvind Singhal “ To change to the tune of the times one must have the entrepreneurial xing and think new” Ayaz Motiwala Retailing has been defined as business activities involved in selling goods and services to consumers for their personal, family or household use (Berman and Evans, 2001).
Although retailing has been around for millennia, the 20th century witnessed a lot of change in the retail sector, especially in the developed countries. Modern formats such as department stores, discount stores, supermarkets, convenience stores, fast food outlets, specialty stores, warehouse retailers and hypermarkets have emerged. Retailing has become more organized and chain stores have been growing at the expense of independent shops. The chains are utilizing sophisticated information technology and communication to manage their operations and have grown rapidly not only within their home countries like US, UK, France, Germany and Holland but to other developed countries. Walmart Stores, the US retailer, was recognized as the largest firm in terms of sales in 2002 in fortune magazine’s list of 500 largest global firms. Modern retail formats have also spread beyond developed countries and are becoming more important in the NICs and developing countries. There was a study conducted by “Sales & Customer Service Department” of “Texas Agricultural Extension Service Texas A&M University System College Station, Texas”. According to this study the researchers find the tips to increase the impulsive sales of the flowers. The findings of the study were: Tips for Boosting Impulse Sales: Creating variety in the department with frequent changes of display and movement of regularly sold merchandise also entices customers. Recognizing items that typically make a minimal contribution to sales and replacing them with items that create "sales appeal" increases the likelihood of impulse sales. Displays that tie in with a national slogan or storewide theme. Generate interest, as do displays that highlight special products and services. Tip 1: use color to create original, eye-catching displays. Tip 2: use themes to create interest in unusual products and renew interest in everyday items. Tip 3: keep undecorated plants available to attract consumers who are buying for themselves. Tip 4: create displays that emphasize special products or services. Tip 5: change stock and displays often so consumers are drawn into the department each week. Tip 6: be flexible enough to change an item or arrangement that isn¹t selling. Tip 7: have a person on hand to provide information and assistance at all times.
Tip 8: create a friendly, comfortable atmosphere with accessible displays that encourage browsing. Tip 9: offer only quality plants and floral arrangements. Tip 10: situate the department so that customers know where it is and can see it from most areas of the store. Since the origin of organized retail itself is very ne win India, there is not enough literature, which studies the factors that govern consumer choice of retail outlets and their relative positions. However, studies in the west have found out that though consumers buy products from the same supermarket in multiple occasions, they are not 100% loyal i.e., they buy similar products form other outlets in different occasions (Keng and Ehrenberg, 1984). Although most literature has found out that consumer choice of retail outlets follow a non-hierarchical process, there are studies (Fotheringham, 1988) which show that consumer choice may follow a hierarchical model at times. Most studies have focused on the relation between store choice and price formats. Price formats have an impact on store choice. There have been studies which found out that store choice is also related to perceive ed shopping utility which may depend on Service Quality (Parking space, friendliness of employees, billing time), Assortment of products (popular brands), Purchase Flexibility etc. (Tang, Bell and Ho, 2001) Lastly, unplanned time spend in store and unplanned purchases have been found to be linked with factors like perceived quality, variety, specials and value for money. Let us now focus on the image of a retail stores and the various methods used for its measurement. Various definitions about a retail store image have been given by scholars form time to time. The oldest and most basic one can be credited to Martineau (1958) who defined a store’s personality as: “…. the way in which the store is defined in the shopper’s mind; partly by its functional qualities and partly by an aura of psychological attributes.” Later on, Oxenfeldt (1974) defined it as: “…. an image is more than the sum of its parts…..it represents interaction among characteristics and excludes extraneous elements… It has some emotional contents… a combination of factual and emotional material.”
A more recent definition is given by Dichter 91985) who also emphasized on the image being something complete. “It describes not individual traits or qualities, but the total impression an entity makes on the minds of others… an image is not anchored in just objective e data and details. It is the configuration of the whole field of the object.” All over the world there has been a considerable amount of research to find out retail store image. However, most of the studies can be divided into three different categories based on the methodology used which are semantic differential scales, multidimensional scaling and qualitative techniques . Most of the research on controllable cues has focused on price, brand name, store name and level of advertising (Dodds et al., 1991; Rao and Monroe, 1989). However, the focus has been almost exclusive ely on the perceived price-quality relationship, even though it has been demonstrated that the availability of other cues typically reduces the importance of price as a cue (Bonner and Nelson, 1985; Dodds et al., 1991). Based on Monroe and Krishnan (1985), a positive relation between the perceived price and perceived quality can be price-sensitive, it is expected that price play a very important role in determining the quality of the merchandise. In order to avoid confounding the price and value constructs, price perceptions were operationalized as perception of price within the range of known prices of equivalent products in the product category. Hence it can be posited that: “There exist a positive relationship between relative price and goods quality.” Satisfaction with the relationship is regarded as an important outcome of buyer0seller relationships (Smith and Barclay, 1997). We define relationship satisfaction as “a consumer’s affective state resulting from an overall appraisal of his relationship with a retailer” (Anderson and Narus, 1984). In business as well as consumer markets customers tend to be more satisfied with sellers who make deliberate efforts towards them. Consequently, we posit the following hypothesis: “A higher level of customer retention orientation of the retailer leads to a higher level of relationship satisfaction.”
Methodology A structured questionnaire was used to collect primary data. Convenient random sample of 80 respondents were asked to fill the questionnaire consisting of closed ended questions. Respondents were randomly intercepted in the Big Bazaar. Secondary data has been collected from journals, magazines, internet and other documented material. Primary data was analyzed using simple percentages, and inferences were drawn. RESEARCH METHODOLOGY Technology and customers tastes and preferences plays a vital role in today’s generation. Research Methodology is a set of various methods to be followed to find out various information’s regarding market strata of different products. Research Methodology is required for every industrial service industries for getting acquire knowledge of their products. Period of Study: This study has been carried out for a maximum period of 7 weeks. Area of study: The study is exclusively done in the area of marketing. It is a process requiring care, sophistication, experience, business judgment, and imagination for which there can be no mechanical substitutes. Sampling Design: The convenience sampling is done because any probability sampling procedure would require detailed information about the universe, which is not easily available further, it being an exploratory research. Sample Procedure: In this study “convenience sampling procedure is used. Convenience sampling is preferred because of some limitation and the complexity of the random sampling. Area sampling is used in combination with convenience sampling so as to collect the data from different regions of the city and to increase reliability. Sampling Size: The sampling size of the study is 100 users.
Data Collection: Data is collected from various customers through personal interaction. Specific questionnaire is prepared for collecting data. Data is collected with mere interaction and formal discussion with different respondents. Tools of Analysis: - The market survey and the techniques for marketing and investment of finance is carried out by physically interacting with the potential customers in big bazaar. Research Design: - The research work is exploratory in nature, and is meant to provide the basic information required by research objectives. It is a preliminary study based on primary data and the findings can be consolidated after a detailed conclusive study has been carried out. Data Analysis and interpretation Q1.do you know big bazaar? RESPONSE YES NO TOTAL NO OF RESPONDENTS 88 12 100 PERSANTAGE 88 12 100
ANALYSIS: From the survey, from 100 respondents, 88% of says yes to Big Bazaar 12% of them says no to big bazaar. INTERPRETATION Most of the customers are know about Big Bazaar. Q2. In a month how many times you visit big bazaar? a) Ones b) twice c) Thrice d) more than thrice e) As per requirement A) B) C) D) ONCE TWICE THRICE MORE THEN THRICE 7 23 8 25
AS PER REQUIREMENT
INTERPRETATION: Out of 100 respondent, 37% people visit the store when they have some requirement and 25% are visited more than thrice, 23% visited two times in month and 7% & 8% people visited one and three times in a month respectively. Most of them regularly visit big bazaar. Q3. What encourages you to visit Big Bazaar? a. Price b. Service c. Ambience d. Product Variety e. Product Quality f. Convenience ANALYSIS A) B) C) D) E) F) PRICE SERVICE AMBIENCE PRODUCT VARIETY PRODUCT QUALITY CONVENIENCE 15 17 10 23 22 03
Q4. What type of products do you mostly purchase in Big Bazaar? a) Cloths b) Grocery c) Food Item d) Leather Item e) Electronic Item f) Gift Item g) Any other Item A) CLOTHS 34 B) GROCERY 21 C) FOOD ITEM 30 D) LEATHER ITEM 02 E) ELECTRONIC 10 F) GIFT ITEM 03 G) ANY OTHER 00
Analysis: This graph shows that cloths and grocery are the only two items on which customers mostly prefer the brands that is 30% each. 03% brand preference is on gift items and 10% is on electronic items. Brand preference on leather items is 2% and 00%Non any other item. Interpretation: From this I interpret that some of the products brand are predecided in advance and for some of the products customers don’t at all predecide any brand. As per electronic goods are concerned customers predecide the brand as many branded electronic products are available in big bazaar. The customers predecides brands on cloths and grocery most as big bazaar produces much of local brands and also have some well known branded products of clothes with it like flying machine jeans. Q5.Do you prefer kirana store? a)yes b)no A) YES B) NO
Analysis: Out of my total respondent of 100customers, 85% of them says they go to their near by kirana store and 15% said that they don’t at all go to any kirana store. This shows that majority of people go to kirana store even though they visit big bazaar. But some customers are there who never goes to any kirana store. Interpretation: As per the given data I analyze that most number of people tend to purchase goods from near by kirana store even if they come to big bazaar. I can conclude from this that a kirana store is a competitor of big bazaar. Some customers never go for shopping in kirana store as of it does not have much variety option available with it. Probably they are more interested in having a shopping experience rather than to just go and purchase goods from kirana store. Q6.Compare your nearest kirana store with big bazaar on the folloing parameters. a)price b)services c)variety d)quality e)convenience f)ambience PRI SERVI VARIE QUALI CONV SHOPPIN AMBIEN CE CE TY TY EG CE
BIG BAZA AR KIRA NA STOR E
NIEN CE 25
EXPERIE NCE 90
Analysis: The above graph shows the comparison of different factors between big bazaar and a nearby kirana store. 70% of people say big bazaar provides goods at a cheaper price as compared to that of a kirana store. 50% of people say big bazaar provides better service and another 50% of them say kirana store provides better service. Each and every customer that is 100% agrees that there are more variety of products available at big bazaar than that of kirana store. As per quality of goods is concerned 60% of the customer say kirana store provides better qualitative products while 40% of the customers say big bazaar also provides qualitative products. 75% people say it is more convenient for them to go to a kirana store while 25% of them say going to big bazaar is more convenient for them. 90% of respondents said it is a good shopping experience at big bazaar while 105 of them said that they also have a good shopping experience at kirana store. As per ambience is concerned 95% of customers said big bazaar provides much nice ambience than big bazaar while 5% of them said that ambience provided by kirana store is also equivalent to that of big bazaar . Interpretation: I interpreted from this that a kirana store is one of the competitor of big bazaar. It is a threat for big bazaar as some of the attributes of a kirana store provides more satisfaction to customers. Big bazaar should try to improve on each of its attributes and out compete the kirana store so that it can convert the customers of kirana store to be the customers of big bazaar. Q7.Do you feel that bag bazaar provide you value for money? a) Yes b) No
INTERPRETATION: Out of 100 respondent, 85% of the respondents feel that big bazaar provide you value for money, 15% feel not. “Discovering more value” The above statement is true spotted by the above data. Q8. Overall, how satisfied are you with the customer service experience? A) Very satisfied B) somewhat satisfied C) Neutral D) somewhat dissatisfied E) Very dissatisfied A) VERY SATISFIED 56 B) SOMEWHAT SATISFIED 25 C) NETURAL 30 D) SOMEWHAT DISSATISFIED 08 E) VERY DISSATISFIED 01 Analysis: Out of my total respondent of 100customers, 56% of them says they are very satisfied by big bazar and 02% said that they are not satisfied of bb service. This shows that majority of people go to big bazaar even though they visit big bazaar. But some customers are there who never goes to any big bazzar. Interpretation: As per the given data I analyze that most number of people tend to purchase goods from near by BB even if they come to big bazaar. I can conclude from this that a kirana store is a competitor of big bazaar. Some customers never go for shopping in kirana store as of it does not have much variety option available with it. Probably they are more interested in having a shopping experience rather than to just go and purchase goods from kirana store.
SURVEY FINDINGS FINDINGS ➢ Store performing well in attracting the customers. ➢ Big bazaar provides better shopping experience. ➢ Brands and products availability in big bazaar is not up to the mark. Especially in apparels. ➢ Noisy and unpleasant environment is irritates customer. Air conditioning is really good. ➢ Discounts and offers doing well in the store. ➢ In offer days the store management is good. ➢ Home delivery services are not used by customer. ➢ Product display and signage is good. ➢ Quality in products is not up to the mark. ➢ Location of big bazaar is outstanding. It is situated central business district (CBD) ➢ Parking facility in big bazaar is good. ➢ Cleanliness and hygiene maintained in the store is up to the mark RECOMMENDATIONS ➢ Create awareness & manage home delivery services properly. ➢ There should be proper assortment of various product categories. ➢ Proper signage should be there so that customer can locate the products easily. ➢ Cleanliness and hygiene should be maintained regularly. ➢ Proper training should be provided to sales person so that they can deal with the customer efficiently. ➢ Various schemes and offers can be provided to them and attract new customers (Use pull strategy).
➢ No. of cash counter needs to be increased keeping in view customer traffic intensity. ➢ Quality in products should be increased up to mark. Limitations of the study ➢ Time limit is the major constraint. ➢ Some respondents refuse to co-operate. ➢ Some respondents replied half heartedly. ➢ Some respondents gave incomplete information. ➢ The survey was conducted in very general way as no other variable such as their ➢ education level, occupation and sex.
QUESTIONNAIRE Name: - ………………………………………………………….. Sex: - a) Male b) Female Contact no.:- ………………………………………………………… Q1.do you know big bazaar? a) Yes b) no
Q2. In a month how many times you visit big bazaar? a) Ones b) twice c) Thrice d) more than thrice e) As per requirement Q3. What encourages you to visit Big Bazaar? a. Price b. Service c. Ambience d. Product Variety e. Product Quality f. Convenience Q4. What type of products do you mostly purchase in Big Bazaar? a) Cloths b) Grocery c) Food Item d) Leather Item e) Electronic Item f) Gift Item g) Any other Item Q5.Do you prefer kirana store? a)yes b)no Q6.Compare your nearest kirana store with big bazaar on the folloing parameters. a)price b)services c)variety d)quality e)convenience f)other………… ………… Q7.Do you feel that bag bazaar provide you value for money? a) Yes b) No Q8. Overall, how satisfied are you with the customer service experience? A) Very satisfied B) somewhat satisfied C) Neutral D) somewhat dissatisfied E) Very dissatisfied Q9. If you were less than totally satisfied, what could have been done to serve you better? a. ………………………………………………………………………. b. ………………………………………………………………………. c. ………………………………………………………………………..