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PART-1INDUSTRYPROFILE


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INDUSTRY PROFILE

INTRODUCTION TO RETAILING

The word retail is derived from the French word retailer, meaning cut a piece off or to break

bulk. In simple terms, it implies a first-hand transition with the customer.

Retailing is the sale of goods and services to the ultimate consumer for personal, family or

household use.

According to KOTLER

Retailing includes all the activities involved in selling goods or services to the final

consumers for personal, non business use

Retailing can thus be defined as consisting of all such activities involved in the marketing of

goods and services directly to the consumers for their personal, family or household use.

Retailing involves a direct interface with the customer and the coordination of business activities

from end to end, right from the concept or design stage of a product or offering, to its delivery

and post delivery service to the customer.

Retailer: Retailer can be defined as a dealer or trader who sells goods in small quantities, or one

who repeats or relates.

Manufactures: Manufactures business whose primary economic role is the production of goods.

Wholesaler: Wholesaler, which acts as market intermediaries between producers and end users

of products and services.

Retail Market: Retail Market refers to a place where a group of consumers with similar needs

and group of retailer meet using a similar retail format to satisfy those consumer needs.

Retail Marketing: Retail Marketing can be defined as the process by which a retailer tries to

identify the target market in order to satisfy the target market's needs and build up a sustainable

competitive advantage.


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INDIAN RETAIL INDUSTRY

The Indian retail industry is the fifth largest in the world. Comprising of organized and

unorganized sectors, India retail industry is one of the fastest growing industries in India,

especially over the last few years. Though initially, the retail industry in India was mostlyunorganized, however with the change of tastes and preferences of the consumers, the industry is

getting more popular these days and getting organized as well. With growing market demand, the

industry is expected to grow at a pace of 25-30% annually

The retail scenario in India is unique. Much of it is in the unorganized sector, with over 12

million retail outlets of various sizes and formats. Almost 96% of these retail outlets are less than

500 square feet in size, the per capital retail space India being 2 squre feet compared to the US

figure of 16 square feet Indias per capital retailing space is thus the lowest in the world.

With more than 9 outlets per 1000 people, India has the largest number in the world. Mostof them are independent and contribute as much as 96% to total retail sales. Because of the

increasing number of the nuclear families, working women, greater work pressure and increased

commuting time, convenience has become a priority for Indian consumers. They want everything

under one roof for easy access and multiplicity of choice. This offers an excellent opportunity for

organized retailers in the country which account for just 2% and modern stores 0.5% of the

estimated US Dollar 180 billion worth of goods that are retailed in India every chain, Wal-Mart.

GROWTH OF INDIAN RETAIL INDUSTRY

According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India

retail industry is the most promising emerging market for investment. In 2007, the retail

trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In

2009, it rose to 12%. It is also expected to reach 22% by 2010.

According to a report by North bride Capita, the India retail industry is expected to grow to US$

700 billion by 2010. By the same time, the organized sector will be 20% of the total market

share. It can be mentioned here that, the share of organized sector in 2007 was 7.5% of the

total retail market.

India is rapidly evolving into a competitive marketplace with potential target consumers in the

niche and middle class segments. The market trends indicate tremendous growth opportunities.

Global majors too are showing a keen interest in the Indian retail market. Over the years,

international brands like marks and spencer, Samsonite, Lacoste, McDonalds, Swarovski,

Dominos among a host of others have come into India through the franchise route following the


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relexation of FDI (Foreign Direct Investment) restrictions. Large Indian companies- among them

the Tata, Goenka and the Piramal groups are investing heavily in this industry.

CHALLENGES FACING INDIAN RETAIL INDUSTRY

The tax structure in India favors small business

Lack of adequate infrastructure facilities

High cost of real estate

Dissimilarity in consumer groups

Restrictions in Foreign Direct Investment

Shortage of retail study options

Shortage of trained manpower

Low retail management skill

THE FUTURE

The retail industry in India is currently growing at a great pace and is expected to go up to US$

833 billion by the year 2013. It is further expected to reach US$ 1.3 trillion by the year 2018 at a

CAGR of 10%. As the country has got a high growth rates, the consumer spending has also gone

up and is also expected to go up further in the future. In the last four year, the consumer spending

in India climbed up to 75%. As a result, the India retail industry is expected to grow further in

the future days. By the year 2013, the organized sector is also expected to grow at a CAGR of

40%


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PART-2COMPANYPROFILE


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Company profile

Pantaloon Retail (India) Limited, is Indias 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 16 million square feet of retail space, has over

1000 stores across 73 cities in India and employs over 30,000 people.

The companys 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 Brand Factory,Blue Sky, aLL, Top 10 and Star and Sitara. The company also operates an online

portal,futurebazaar.com.

Future Value Retail Limited is a wholly owned subsidiary ofPantaloon Retail (India)

Limited. This entity has been created keeping in mind the growth and the current size of the

companys value retail business, led by its format divisions, Big Bazaar and Food Bazaar.

The company operates 148 Big Bazaar stores, 169 Food Bazaar stores, among other formats, in

over 70 cities across the country, covering an operational retail space of over 6 million square

feet. As a focussed entity driving the growth of the group's value retail business, Future Value

Retail Limited will continue to deliver more value to its customers, supply partners, stakeholders

and communities across the country and shape the growth of modern retail in India.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-

format home solutions store, Collection i, selling home furniture products and eZone focussed on

catering to the consumer electronics segment.

Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire

Indian consumption space.
http://www.futurebazaar.com/http://www.futurebazaar.com/http://www.futurebazaar.com/http://www.futurebazaar.com/


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BIG BAZAAR

Isse sasta aur accha kahin nahi!

Type : - hypermaketFounded : - 2001Headquarter : - jogeswari , mumbaiIndustry : - retail

Product : - department, furniture, grocery and fashionPromoters : - Kishore biyaniParent :- pantaloon

Punch line :- isse sasta aur accha kahin nahi

Big Bazaar has clearly emerged as the favorite shopping destination for millions of its

consumers, across the country, its success is a true testament to the emotional bonding it has

established with the Indian consumer, on account of its value offerings, aspirational appeal and

service levels.

Shop till you drop! Big Bazaar has democratized shopping in India and is so much more than a

hypermarket. Here, you will find over 170,000 products under one roof that cater to every need

of a family, making Big Bazaar Indias favorite shopping destination.

At Big Bazaar, you will get the best products at the best prices from apparel to generalmerchandise like plastics, home furnishings, utensils, crockery, cutlery, sports goods, car

accessories, books and music, computer accessories and many, many more. Big Bazaar is the

destination where you get products available at prices lower than the MRP, setting a new level of

standard in price, convenience and quality.

If you are a fashion conscious buyer who wants great clothes at great prices, Big Bazaar is the

place to be. Leveraging on the companys inherent strength of fashion, Big Bazaar has created a

strong value-for-money proposition for its customers. This highlights the uniqueness of Big

Bazaar as compared to traditional hypermarkets, which principally revolve around food,

groceries and general merchandise.

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

customers with a complete look. So be it mens wear, womens wear, kids wear, sportswear or

party wear, Big Bazaar fashions has it all!


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Food Bazaar

Ab Ghar Chalaana Kitna Aasaan

Food Bazaar invites you for a shoppingexperience, unique by its ambience. At Food Bazaar you will find a hitherto unseen blend of a

typical Indian Bazaar and International supermarket atmosphere.

Flagged off in April02, Food Bazaar is a chain of large supermarkets with a difference, where

the best of Western and Indian values have been put together to ensure your satisfaction and

comfort while shopping.

The western values of convenience, cleanliness and hygiene are offered through pre packed

commodities and the Indian values of "See-Touch-Feel" are offered through the bazaar-like

atmosphere created by displaying staples out in the open, all at very economical and affordableprices without any compromise on quality.

The best of everything offered with a seal of freshness and purity will definitely make your final buying decision a

lot easier.


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GROWTH AND EXPANSION OF BIG-BAZAAR

Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta,Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 148 BigBazaar stores in 70 cities and towns across India.

GROWTH

2001

Four Big Bazaar stores launched within a span of 22 days in

2002

Big Bazaar - ICICI Bank Card is launched. Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High

Street Phoenix

2003

Big Bazaar enters Tier II cities with the launch of the store in Nagpur Big Bazaar welcomes its 10 million-th customer at its new store in Gurgaon

2004

Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaarawarded the countrys most admired retailer award in value retailing and food retailingsegment at the India Retail Forum

A day before Diwali, the store at Lower Parel becomes the first to touch Rs 10 millionturnover on a single day

2005

Initiates the implementation of SAP and pilots a RFID project at its central warehouse inTarapur.

Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers toexchange household junk at Big Bazaar

Electronic Bazaar and Furniture Bazaar are launched

2006

Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1,37,367 shopping bill.The Sangli farmer becomes Big Bazaars largest ever customer.

Big Bazaar launches Shakti, Indias first credit card program tailored for housewives Navarasthe jewellery store launched within Big Bazaar stores
http://en.wikipedia.org/wiki/Calcuttahttp://en.wikipedia.org/wiki/Indorehttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Indorehttp://en.wikipedia.org/wiki/Calcutta


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2007

The 50th Big Bazaar store is launched in Kanpur Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping portal Big Bazaar initiates the Power of One campaign to help raise funds for the Save The

Children India Fund Pantaloon Retail wins the International Retailer of the Year at US-based National Retail

Federation convention in New York and Emerging Retailer of the Year award at the WorldRetail Congress held in Barcelona.

2008

Big Bazaar becomes the fastest growing hypermarket format in the world with the launch ofits 101st store within 7 years of launch

Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar Big Bazaar joins the league of Indias Business Superbrands. It is voted among the top ten

service brands in the country in the latest Pitch-IMRB international survey

2009

Big Bazaar opens its second store in Assam at Tinsukia Big Bazaar initiates Maha Annasantarpane program at its stores in South India a unique

initiative to offer meals to visitors and support local social organisations Big Bazaar captures almost one-third share in food and grocery products sold through

modern retail in India

2010

Future Value Retail Limited is formed as a specialised subsidiary to spearhead the groups

value retail business through Big Bazaar, Food Bazaar and other formats. Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. Adjudged

the most preferred Most Preferred Multi Brand Food & Beverage Chain, Most PreferredMulti Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop

Big Bazaar connects over 30,000 small and medium Indian manufacturers and entrepreneurswith around 200 million customers visiting its stores.
http://en.wikipedia.org/wiki/Assamhttp://en.wikipedia.org/wiki/Tinsukiahttp://en.wikipedia.org/wiki/Tinsukiahttp://en.wikipedia.org/wiki/Assam


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GROUP VISION

Future Group shall deliver Everything, Everywhere, Everytime 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 segmentsfor 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.

COUR 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.


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PART-3

SUMMERTRAINING

PROJECT


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INTRODUCTION

Retailing is evolving into a global, high-tech business. Wal-Mart is now the worlds largest

corporation and has become the largest food retailer in the United States. French based Carrefouris the worlds second largest retailer. Retailing in developed countries is big business and betterorganized. But the retail scenario in India is different much of it is in unorganized sector. Thereare more than 12 million retail outlets of various sizes and formats. And almost 90% of them areless than 500 sq. ft. in size and the per capita retail space is only 2 sq. ft. while US has 16 sq. ft.

India has the largest number of outlet in world i.e. 9 outlets for 1000 people. Most of them areindependent and contribute to the retail sales. Because of increasing number of nuclear families,working women, greater work pressure and greater commuting time, convenience has become apriority for Indian customers. They ever want things under one roof for easy access andmultiplicity of choice. The growth and development of organized retailing is driven by two main

factors-prices and benefits the customer cant resist.

India is rapidly involving into a competitive market place with potential target consumers in theniche middle class segments. The market trend indicates tremendous growth opportunities. Thebuying behavior and lifestyle in India too are changing and the concept of value for money is

fast catching on in Indian retailing. This is the evident from the expansion of the Pantaloonschain into the large format, Big Bazaar. This growth in retail sector is making the retailerspowerful intermediates in the marketing channel, bridging the gap between manufactures andconsumers.Keeping in mind the rapid growth of Indian retail industry and its bright future, this has alwaysbeen a thrust area for me. Big Bazaar is at the top position in Indian retail industry. That is why itattracted me to have summer training (on the job training) in Big Bazaar, Udaipur. Big Bazaar isthe retail chain of Future Retail (India) Ltd. And it provides a wide range of products availabilityfor the customers.

As a matter of fact, retail is the buzz word of the Indian economy today. As retail industry isgrowing at a high pace I wanted to have an overview of the subject. I have chosen Big Bazaarretail chain for the summer training (on the job training) because Big Bazaar retail is veryupcoming retail company which is continuously changing its activities with the change of time. Iwanted to understand their marketing activities and liked to relate how similar or dissimilar it isfrom what I have studied in marketing management.

To execute the project, I underwent on the job training at Big Bazaar, Sahara Ganj, Lucknow.The interaction with the Store Manager, Operational Manager and other staff personnel wasfruitful to me as it cleared many core concepts when it came to practical application.

The main objective of the project was to get practical training of what we have learnt theoreticalin the classroom. In other words, it was to get practical exposure of all the marketing skills andhow to implement in the real situation.


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OBJECTIVES AND SCOPE

PRIMARY OBJECTIVE

To study the pricing and promotional activities of Big Bazaar.

SECONDARY OBJECTIVES

To study the Retail Mix of Big Bazaar

To study the Focus on various areas in planning

To study the Potential and target market. To study the Key department of Big Bazaar.

To look at the current trends in the Indian organized retail industry. To know about the marketing activities of the Big Bazaar done round the year. To know the customer queries, comments and suggestions about the store and its

products.

In fact, the training was for the practical aspects of the management skills and it was fruitful asthe main objective of the project was fulfilled satisfactorily. During the training period, I learntabout the store organization and different activities performed by staff personnel. Big Bazaarbrings various schemes for the festival season and offers wide product choice to the customers.

SCOPE

The study is entirely based on THE STUDY OF PRICING AND PROMOTIONAL

ACTIVITIES OF BIG BAZAAR.When the project report is prepared it includes all the aspects

of project like companys product and its market, manufacturing process, operational viability,

its marketing projection .This helps the management to understand whether the project is

practically possible or not. It may be use for industries profitability.It may be useful for

analyzing companies relationship with their customer.


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RETAIL MIXOF BIG BAZAAR

Product:

Big Bazaar offers a wide range of products which range from apparels, food, farm products,

furniture,child care, toys, etc of various brands like Levis, Allen Solly, Pepsi, Coca- Cola, HUL,

ITC, P&G, LG, Samsung, Nokia, HP etc.
http://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=nokiahttp://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=nokia


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Big Bazaar also promotes a number of in house brands like:

DJ & C

Tasty Treat

Clean Mate

Sensei Care Mate

Koryo and 44 other brands.

Pricing

The pricing objective at Big Bazaar is to get Maximum Market Share. Pricing at Big Bazaar is

based on the following techniques:

Value Pricing (EDLPEvery Day Low pricing): Big Bazaar promises consumers the lowest

available price without coupon clipping, waiting for discount promotions, or comparison

shopping.

Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept of

psychological discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. Big Bazaar also

caters on Special Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).

Differentiated Pricing: Differentiated pricing i.e. difference in rate based on peak and non-peak

hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively

used by Big Bazaar.

e.g. Wednesday Bazaar

Bundling:It refers to selling combo-packs and offering discount to customers. The combo-packs

add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on

bundling.

e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22)

5kg oil + 5kg rice + 5kg sugar for Rs 599

Place:

The Big Bazaar stores are operational across three formatshypermarkets spread over 40,000-

45,000 sq ft, the Express format over 15,000-20,000 sq ft and the Super Centers set up over 1

lakh sq ft. Currently Big Bazaar operates in over 34 cities and towns across India with 116stores. Apart from the Metros these stores are also doing well in the tier II cities. These stores are

normally located in high traffic areas. Big Bazaar aims at starting stores in developing areas to

take an early advantage before the real estate value booms. Mr. Biyani is planning to invest

around Rs 350 crore over the next one year expansion of Big Bazaar. In order to gain a

competitive advantage Big Bazaar has also launched a website www.futurebazaar.com, which
http://www.marketing91.com/pricing/http://www.marketing91.com/pricing/http://www.marketing91.com/bundling/http://www.marketing91.com/bundling/http://www.marketing91.com/pricing/http://www.marketing91.com/pricing/


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helps customers to orders products online which will be delivered to their doorstep. This helps in

saving a lot of time of its customers.

Promotion:

The various promotion schemes used at Big Bazaar include:

Saal ke sabse saste 3 din

Hafte ka sabse sasta din Wednesday bazaar

Exchange Offers Junk swap offer

Future card(3% discount)

Shakti card

Advertisement (print ad, TV ad, radio)

Brand endorsement by M.S Dhoni and Asin

People:

Well trained staff at stores to help people with their purchases

Employ close to 10,000 people and employ around 500 more per month.

Well-dressed staff improves the overall appearance of store.

Use scenario planning as a tool for quick decision making multiple counters for payment, staff at

store to keep baggage and security guards at every gate, makes for a customer-friendly

atmosphere.

Process:

Big Bazaar places a lot of importance on the process right from the purchase to the delivery of

goods. When customers enter the stores they can add the products they which to purchase in their

trolley from the racks. There are multiple counters where bill can be generated for purchases

made. Big Bazaar also provides delivery of products over purchases of Rs. 1000.

Physical Evidence:

Products in Big Bazaar are properly stacked in appropriate racks. There are different departments

in the store which display similar kind of products. Throughout the store there are boards/written

displays put up which help in identifying the location of a product. Moreover boards are put up

above the products which give information about the products, its price and offers. Big Bazaar

stores are normally U shaped and well planned & designed.


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PRICING AND PROMOTIONAL ACTIVITIES OF BIG BAZAAR

At the time of the launch of Big Bazaar in Lucknow, there was no real precedent in the Indian

Market. A western model had to be adapted to suits the needs of the Indian environment. Various

local markets were studied to understand the product mix and the prices offered.Savings is to the key to the Indian middle class consumers. The store that would be launched had

to offer value to the consumers. Keeping this in mind the concept of Big Bazaar was created.

In India, when a customer needs something for home, a typical thought is to seek it from bazaar

where a complete range of products is available to the consumers. As the store offers 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 and to offer a good depth and width in terms of

range.

Price was the basic value proposition at Big Bazaar. The Big Bazaar outlets sold a variety ofproducts at prices which were 5 to 60% lower than the market price. The line Is Se Sasta Aur

Accha Kahin Nahi emphasized this. The key question faced by the management was whether

the low margins on the products would allow the company to sustain growth. With the aim of

answer in order to allow the company decides on the right locations.

The key learning which came out of this exercise was that for a large store like Big Bazaar, a

large catchments area was needed. The management decided to stick to the existing market

places within the city as the western model of hypermarkets, where the store was located in large

area on the mid of the city would also really work in India. The cost of time spent on travels and

the cost of petrol in India would really become a plus point for the customers. Some of the key

pricing and promotional activities that are successfully employed by Big Bazaar are:-

The Great Exchange Offer

Big Bazaar announced The Great Exchange Offer with a Bring anything old and take anything

new concept which started from the 16th of Feb 2008 at the Landmark store. The 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 duedate 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


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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.

Sabse Saste Teen Din (Big days)

26 Jan Republic Day a National HolidayBig Bazaar Marketing Department gave a newthought 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.

Wednesday BazaarHafte ka sabse sasta din

In January 2007, Big Bazaar introduced a Wednesday Bazaar concept called Hafte Ka SabseSasta 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


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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.

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.

Punch Line:

The punch line of Big Bazaar says IS SE SASTA AUR ACCHA KAHI NAHI. This line gives

the feeling that Big Bazaar gives merchandise which is cheapest in the market or in other words

the value for money which a customer will be getting here will be more than anywhere else.


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Maha Savings Day:

The Maha Savings Day saw shoppers got deals they have never seen or heard before. The offers

spread across categories from electronics to utensils, from apparel to furniture and also food. For

example pressure cooker for Rs 299, two Ruf n Tuf Jeans for Rs 499, and a Motorola C115 for

Rs 1,399.

Advertisement on Saturdays and Sundays:

Big Bazaar usually runs a full page advertisement on Saturdays and Sundays in all the leading

dailies communicating various offers. This is done to attract crowds on weekends because most

of the people usually shop during weekends.

Discount Selling:

Big Bazaar sells all its products at a much cheaper price as compared to the local markets. The

range of discounts ranges from 5 to 60%. Although the store sells the products at a cheaper rates

it does not compromises with the qualities of the products.

Loyalty cards:

Big bazaar in association with ICICI banks has launched loyalty cards for the customers. They

are:

ICICI Bank Big Bazaar Silver Credit Card It gives you the benefits of regular cards and

additional features to make your shopping not only enjoyable but also a way to save more with

Big Bazaar.

ICICI Bank Big Bazaar Gold Credit Card The card brings to you more reasons to save and

earn rewards on its usage. It gives you all the benefits of regular cards and additional features to

make your shopping not only enjoyable but also a way to save more with Big Bazaar.

Shakti Card Shakti is a credit card for housewives. You need not submit income proof. Simply

show your Big Bazaar bill of more than Rs. 500 and a lifestyle proof like club membership card,

health club card etc. And get your Shakti. You can use Shakti at all the Big Bazaar and Food

Bazaar outletsFrequent Promotional Activities:

Frequent promotional programs like Wednesday- Haftey Ka Sabse Sasta Din, Fashion

Shows, Monthly Bachat, Price Challenge, etc. were conducted in store in which the

customers were provided special discounts, offers in addition to the normal discounts and offers


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of the store. The main purpose of this sort of activities is to generate in the dull days of the week

or of the month.

Advertising:

Advertising is an essential component of brand building. The advertisement and brand buildingis done through various ways, the techniques used are: -

Tag-line: Big Bazaar tag-lines are the key components of advertising. These tag-lines are

modified according to demographic profile of customers. These catch-phrases appeared on

hoardings and newspapers in every city where Big Bazaar was launched. Everybody understood

and connected easily with these simple one-liners. The catch-liners include "Hindi - Chane ke

bhaw kaaju", "Bengali - Rui er dame illish", "Hindi - Stall ke bhaw balcony", etc.

Print Ads: Big Bazaar newspaper advertisements are present just before launch of any new

scheme. This creates aura about the Big Bazaar brand in the minds of customers.

TV Ads: Kishore Biyani spends a lot of money in brand building exercise. Big Bazaar

commercials are shown on various channels in India. Presently, Fashion@Big Bazaar

commercial is aired.

Road-side Advertisements: Big Bazaar bill-boards are displayed on prime locations in various

cities as a brand building exercise. They display the catch-phrases now-a-days.

Radio Ads: This technique is used in cities. Now-a-days, it is replaced by advertisements on FM

channels. This informs customers about all new happenings at Big Bazaar.

Fashion Shows: "FASHION @ BIG BAZAAR - Desh Badla, Bhesh Badlo" is the latest

invention of the Indian iconic brand. In an effort to take the Fashion to the masses, Big Bazaar,

the flagship hypermarket brand of retail chain of Future Group, organized a three-day Fashion

Show on the streets of Bandra, Mumbai.

Brand Endorsement by Celebrity: Big Bazaar is always associated with celebrities for

advertising and marketing of its brand name. The current campaign is starred by Brand

Ambassador and Indian Cricket ODI Captain Mahendra Singh Dhoni. Earlier HimeshReshammiya and Sanath Jaisuriya were associated with Big Bazaar.


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MANAGEMENT STYLE OF BIG BAZAAR

The organization structure for Big bazaar is flat in nature. For Big bazaar, the divisions areapparel, non apparel and the new business division, which includes gold, footwear and theshopin- shops. For Food Bazaar, a separate teem has been created which again worksindependently.

About 1,800 people work for Big bazaar directly. Support and ancillary services compriseanother 400 people. A new trainee is put through a basic three day training program before goingon the shop floor. Evaluation is done every six months.

THE STRATEGY OF BIG BAZAAR

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 thebazaar. A bazaar is a place where a complete range of products is always available to theconsumer. This is true across India. As the store would offer a large mix of products at adiscounted price, the name Big bazaar was finalized. The idea was to re-create a completebazaar, with a large product offering (at times modified to suit local needs) and to offer a gooddepth 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.

BRANDS OF BIG BAZAAR

The Big Bazaar has built a strong portfolio of some of the fastest growing consumer brands in

India. This activity is led through Future Brands India Limited, a specialized subsidiary

company of Future Group that was set up to create and build powerful brands that address the

aspirations of the new Indian consumer.

Some of the key brands in this portfolio include, John Miller, Lombard, Bare, DJ&C, Buffaloand RIG in the fashion and apparel space. Dreamline, present in the home segment, offers a

wide range of products in kitchenware, bed & bath linen, and Home Dcor categories.

In the food and home care segment brands include Tasty Treat, Premium Harvest, Fresh &

Pure, Care Mate and Clean Mate.

In consumer durables and electronics space, the groups brands include Koryo and Sensei.


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STORE ORGANIZATION OF BIG BAZAAR

StoreManager

AssistantStore Manager

OperationalManager

DepartmentManager

AdditionalDepartment

Manager

Team Leader

Team Member


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SWOT Analysis of Big Bazaar

STRENGTHS

High brand equity enjoyed by Big Bazaar

State of the art infrastructure

A vast variety of stuff available under one roof

Everyday low prices, which attract customers

Maximum percent of footfalls converted in sales

Huge investment capacity

Biggest value retail chain in India

It offers a family shopping experience, where entire family can visit together.

Available facilities such as online booking and delivery of goods

WEAKNESS

Unable to meet store opening targets on time

Falling revenue per sq ft

General perception: Low price = Low quality

Overcrowded during offers

Long lines at billing counters which are time consuming

Limited only to value offering low price products. A no of branded products are still missingfrom Big Bazaars line of products. E.g. Jockey, Van heusen,

OPPORTUNITY

A lot of scope in Indian organized retail as it stands at approximately 4%.

Increasing mall culture in India.

More people these days prefer to visit big stores where they can find large variety under one roof

THREATS

Competition from other value retail chains such as Shoprite, Reliance (Fresh and trends),Hypercity and D mart.

Unorganized retail also appears to be a threat to Big Bazaars business. A large population still

prefers to visit local convenient stores for daily purchases

Changing Government policies

International players looking to foray India
http://www.marketing91.com/brand-equity/http://www.marketing91.com/brand-equity/


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Methodology

A structured questionnaire was used to collect primary data. Convenient random sample of 100respondents were asked to fill the questionnaire consisting of closed ended questions.Respondents were randomly intercepted in the Big Bazaar. Secondary data has been collectedfrom journals, magazines, internet and other documented material. Primary data was analyzedusing simple percentages, and inferences were drawn.

RESEARCH METHODOLOGY

Technology and customers tastes and preferences plays a vital role in todays generation.Research Methodology is a set of various methods to be followed to find out variousinformations 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 8 weeks.

Area of study: The study is exclusively done in the area of marketing. It is a process requiringcare, sophistication, experience, business judgment, and imagination for which there can be nomechanical substitutes.

Sampling Design: The convenience sampling is done because any probability samplingprocedure would require detailed information about the universe, which is not easily availablefurther, it being an exploratory research.

Sample Procedure: In this study convenience sampling procedure is used. Conveniencesampling 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 fromdifferent 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. Specificquestionnaire is prepared for collecting data. Data is collected with mere interaction and formaldiscussion with different respondents.

Tools of Analysis: - The market survey and the techniques for marketing and investment offinance 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 basicinformation required by research objectives. It is a preliminary study based on primary data andthe findings can be consolidated after a detailed conclusive study has been carried out.


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DATA ANALYSIS AND INTERPRETATION

Q1. How you came to know about Big Bazaar.

a) Electronic media 30

b) Word of mouth 40

c) Print media 20

d) Hoarding 10

ANALYSIS & INTERPRETATION:

Out of 100 respondent 40% people got information about Big Bazaar from word of mouth 30%from electronic media, 20% from print media, 10% from Hoardings.Most of them get

information about Big Bazaar from word of mouth.

Maximum number of people get information about Big Bazaar from word of mouth

0

5

10

15

20

25

30

35

40

45

Electronic media Word of mouth Print media Hoarding


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Q2. In a month how many times you visit big bazaar?

a) Once 7

b) Twice 23

c) Thrice 8

d) More than thrice 25

e) As per requirement 37


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 oneand three times in a month respectively. Most of them regularly visit big bazaar.

Maximum number of people visited store frequently.

0

5

10

15

20

25

30

3540

7

23

8

25

37


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Q3. Your shopping experience in big bazaar is always!

a) outstanding 1

b) Excellent 21

c) Good 43

d) Average 32

e) Bad 3


Out of 100 respondent, 43% people has good shopping experience in big bazaar,32% has averageand 21% people has excellent. But 1% has outstanding shopping experience and 3% has badshopping experience.

Maximum numbers of people has a better experience of shopping in big bazaar .

0

5

10

15

20

25

30

35

40

45

outstanding Excellent Good Average Bad

1

21

43

32

3


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Q4. Which of the following factors influence in your purchase decision?

a)Offer

43

b)

Service

11

c)Quality

21

d)Effective advertisement

25


Among 100 respondent 43 of them told that offer is responsible for their purchase decision and 9

of them told that service and 23 of them told that quality an only 25 of them told that effective

advertisement.Most of the people influenced by offer.

Maximum number of people influenced by offer in their purchase decision

43

1121

25

Offer Service Quality Effective advertisement


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Q5. Discounts and offers served in big bazaar is !

a) outstanding 7

b) Excellent 32

c) Good 36

d) Average 23

e) Bad 2


Out of 100 respondents, Discounts and offers served in big bazaar is good said by 36%customers, 32% feel it is excellent and only 7% feel outstanding. But 25% customers are not

satisfied by Discounts and offers served in the big bazaar.

Maximum Customers are satisfied by Discounts and offers served in the big bazaar.

Discounts and offers served in the big bazaar are excellent.(Especially in Big day)

0

5

10

15

20

25

30

35

40


7

32

36

23

2


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Q6. Looking at the promotions of food bazaar does your

purchase pattern changes?

a)Yes

83

b)No

17


Among 100 respondent 83 of them told that these promotional offers changes their purchase

pattern and only 17 of them told do not change.

Most of the customer believed that promotions is responsible for their purchase decision

Yes

No


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Q7. During which offer you shop most?

a)Wednesday Bazaar

30

b)Monthly Bachat Bazaar

50

c)Weekend offers

20


From the table, and column chart depicted above, the distribution of the consumers is evident. Ofthe 100 respondents who answered the questionnaire,50% customers purchase decision areeffected by M.B.B(Monthly Bacaht Bazaar) 30% are influenced by Wednesday Bazaar and only20% got influenced by weekend offers.

Most of the customer interested to buy in Monthly Bachat Bazaar offer

0

10

20

30

40

50

60

Wednesday Bazaar Monthly Bachat Bazaar Weekend offers


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Q8. In offer days the shopping experience in the store is!

a) outstanding 3

b) Excellent 29

c) Good 39

d) Average 25

e) Bad 4


Out of 100 respondents, 39% people have good shopping experience in big bazaar, 25% hasaverage and 29% people has excellent. But 3% has outstanding shopping experience and 4% has

bad shopping experience.

Maximum numbers of people has a better experience of shopping in offer days .Some customer do not enter in store due to heavy rush.

0

5

10

15

20

25

30

35

40


3

29

39

25

4


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Q9. Product display and signage in the store is !

a) outstanding 8

b) Excellent 36

c) Good 40

d) Average 14

e) Bad 2


Product display and signage in the store is highly satisfactory according to 44% of therespondent, satisfactory according 40% of the respondent rest 16% are not satisfied with it.

Customers are satisfied with Product display and signage in the store.

0

5

10

15

20

25

30

35

40


8

36

40

14

2


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Q10. Would you like to make your purchase under unexpectedoffers?

a) Yes 94

b) No 6


Among 100 respondents 94 of them they are interested to buy products under unexpected offers

and only 6 of them told that they do not buy.

Most of the customer interested to buy under unexpected offers.

94%

6%

Yes No


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Q11. Will you advise anybody to visit Big bazaar in your futureshopping?

a) Yes 78

b) No 22


Among 100 respondents 78 of them told that they will advise others to visit to food bazaar of

big bazaar in future shopping and only 22 of them told that they do not advise.

Most of the respondent they would like to advise others in future shopping.

78%

22%

Yes No


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FINDINGS, RECOMMENDATIONS & LIMITATIONS OF THE SURVEY

FINDINGS

Store performing well in attracting the customers. Big bazaar provides better shopping experience. Discounts and offers doing well in the store. In offer days the store management is good. Product display and signage is good. Most of consumers are interested to buy products under unexpected offers Most of the customer believed that promotions is responsible for their purchase

decision

RECOMMENDATIONS

Proper signage should be there so that customer can locate the products easily Various schemes and offers can be provided to them and attract new customers

(Use pull strategy). To increase more footfalls more promotional activities must be carried out.

Increase in the number of footfalls will lead to increase in sales. There should be proper assortment of various product categories. Proper signage should be there so that customer can locate the products easily. Proper training should be provided to sales person so that they can deal with the

customer efficiently.

LIMITATIONS

Time limit is the major constraint. The result and analysis based on the customer survey method and small sample

size has taken only 100 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 theireducation level, occupation and sex.

The figures have been taken as approximations. Findings are related to particular areas.


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BIBLIOGRAPHY

BOOK REFERRED:

Research methodology (C.R. Kothari)

Retailing Management (Levy & weitz)

Marketing Management (Philip Kotler)

WEB SITES: www.pantaloon.com

www.wikimedia.com

www.retailindia.com

www.google.co.in
http://www.pantaloon.com/http://www.pantaloon.com/http://www.wikimedia.com/http://www.wikimedia.com/http://www.retailindia.com/http://www.retailindia.com/http://www.google.co.in/http://www.google.co.in/http://www.google.co.in/http://www.retailindia.com/http://www.wikimedia.com/http://www.pantaloon.com/


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ANNEXTURE-1

PERSONAL INFORMATION

Dear sir/ Madam,I Prabudha Tripathi student of Institute Of Management Sciences,University Of Lucknow

conducting a survey on Pricing and Promotional Activities at Big BazaarThis survey is a part of my partial fulfillment of MBA (RM) course. Please provide

relevant information by filling this questionnaire to make my survey more comprehensive. All

details from your part will be kept confidential.

NAME: OCCUPATION:

AGE: Below 18 18-40 40-60 Above 60

GENDER: Male Female

QUESTIONNAIRE

Q1.How you came to know about Big Bazaar.

Electronic media

Word of mouth

Print media

Hoarding

Q2. In a month how many times you visit big bazaar?

OnceTwice

More than thrice

As per requirement

Q3. Your shopping experience in big bazaar is always!

Outstanding

Excellent

Good

AverageQ4. Which of the following factors influence in your purchase decision?

Offer

Service

Quality

Effective advertisement


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Q5. Discounts and offers served in big bazaar is !

Outstanding

Excellent

Good

AverageBad

Q6. Looking at the promotions of food bazaar does your purchase pattern

changes?

Yes

No

Q7. During which offer you shop most?

Wednesday Bazaar

Monthly Bachat BazaarWeekend Offers

Q8. In offer days the shopping experience in the store is!

Outstanding

Excellent

Good

Average

Bad

Q9. Product display and signage in the store is !Outstanding

Excellent

Good

Average

Bad

Q10. Would you like to make your purchase under unexpected offers?

Yes

No

Q11. Will you advise anybody to visit Big bazaar in your future shopping?

Yes

No

(Signature)

Thanking you for filling up this questionnaire


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ANNEXTURE-2 AWARDS AND RECOGNITION

Golden Spoon Awards 2011

- Most Admired Food & Grocery Retailer of the Year : Private Labels Food Bazaar

Coca-Cola Golden Spoon Awards 2010 Most Admired Food & Grocery Retailer of the Year : Large Formats Big Bazaar

CNBC Awaaz Consumer Awards 2009

Most Preferred Multi Product Chain - Big Bazaar

Most Preferred Multi Brand Food & Beverage Chain - Big Bazaar

Indian Retail Forum Awards 2008

Most Admired Retailer (Hypermarket) Big Bazaar

The INDIASTAR Award 2008

Food Bazaar: Best Packaging Innovation

Coca-Cola Golden Spoon Awards 2008

Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani.

Most Admired Food & Grocery Retailer of the Year Supermarkets: Food Bazaar.

Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big Bazaar.

Most Admired Retailer of the Year - Dynamic Growth in Network Expansion across

Food, Beverages & Grocery: Future Group.

Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big Bazaar.

Images Retail Awards

Most admired retailer of the year: Large format, multi product store: Big Bazaar

Most admired retailer of the year: Food and Grocery: Food Bazaar

Readers Digest Trusted Brands Platinum Awards Trusted Brands Platinum Award (Supermarket Category) Big Bazaar

CNBC Awaaz Consumer Awards

Most Preferred Large Food & Grocery Supermarket Big Bazaar

Images Retail Awards

Best Value Retail Store Big Bazaar

Best Retail Destination Big Bazaar

Best Food & Grocery Store Food Bazaar

Readers Digest Awards

Platinum Trusted Brand Award - Big Bazaar

Images Retail Awards 2004 Food Bazaar- Retailer of the Year(Food and Grocery)

Big Bazaar-Retailer of the Year(Value Retailing)

Images Retail Awards 2004

Food Bazaar- Retailer of the Year(Food and Grocery)

Big Bazaar Retailer of the Year(Value Retailing)

a project report on1

Documents