maha bachat in big bazaar1
TRANSCRIPT
Analysing the Advertising Impact of
Maha Bachat in Big Bazaar
By,
Sneha Sasane
Trupti Khairmode
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Acknowledgement This project has helped us in getting an exposure of various advertising mediums used for
promotions in Big Bazaar. We were able to learn different aspects of advertising through this
project.
This project bears imprint of all those who have directly or indirectly helped and extended
their kind support in completing this project. At the time of making this report we express our
sincere gratitude to all of them.
I express my profound gratitude to Mr Abhishek Pange, Marketing Head of Big Bazaar,
Mumbai for his valuable guidance support throughout the project.
Sneha Sasane
Trupti Khairmode
M.M.S-II
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Table of Contents
Introduction............................................................................................................................................. 4
Steps involved in Marketing Research .................................................................................................... 5
Define the Problem and its objectives..................................................................................................... 6
Develop the Research Plan ..................................................................................................................... 6
Prepare the Questionnaire .............................................................................................................. 7
Obtain the feedback from the customers ......................................................................................... 7
Convert the data into the database ................................................................................................. 7
Analyze the Information .......................................................................................................................... 8
Collect the information ......................................................................................................................... 22
Present the Findings ............................................................................................................................. 23
Conclusion ............................................................................................................................................ 25
Annexure ............................................................................................................................................... 27
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Introduction
Company Profile
Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group. The idea
was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd. The
idea from the very beginning was to make Big Bazaar very comfortable for the Indian
customer.
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 they
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.
If one looks at Indian bazaars, mandis, melas, they are environments created by traders to
give shoppers a sense of moment, of event, of place. They provide an inclusive environment
where men and women from all castes, creeds and classes can come and shop at the same
place. The founders of Big Bazaar were from the beginning very clear that they had to reflect
the look and feel of Indian bazaars at their modern outlets, so that no customer would feel
intimidated with the surroundings.
Big Bazaar’s all over India attract a few thousand customers on any regular day, and a lot
more if they are offering something extra on each buy, which they normally are.
Big Bazaar had organized “Maha Bachat Sale” nationwide from 10th
August to 15th August
2011.The idea behind the Sale was to offer the consumers different kinds of products at
minimum price. They promoted the Sale with the tag line ‘Mehangayi ka ek hi jawab Chalo
Big Bazaar.
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Steps involved in Marketing Research
Define the Research problem and its objectives
Develop the research plan
Collect the information
Analyse the information
Present the findings
Conclusion
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Define the Problem and its objectives
Research Problem
Big Bazaar had organized ‘Maha Bachat Sale’ nationwide from 10th
August to 15th
August 2011.
Various ATL and BTL advertising activities were carried out in Nashik, Pune and
Amravati to promote the Maha Bachat.
The research problem for the project was to study and analyze the impact of ATL and
BTL advertising activities carried out for the Maha Bachat, to determine which
medium was more effective and vice versa.
Research Objectives
To know the relationship of sales with the advertisement.
To Know the Awareness of the people towards Maha Bachat Sale.
To study the Advertising Impact in Pune, Nashik and Amravati for the Maha Bachat
and also to determine the effective advertising mediums in each of the three cities.
To compare the Advertising impact of the three cities, i.e. Pune, Nashik and
Amravati.
To know which advertisement tool is mostly preferred by people
To know the factors which affects consumer’s buying behaviour.
To collect the detailed data with respect to the Consumers visited the Big Bazaar retail
stores
To give suggestions to make advertising more effective in Pune, Nashik and Amravati
in future.
To analyse the ATL and BTL advertising activities, and also to compare which was
more effective and in a particular state.
Scope of the Study
This study will help in comprehensive analysis of the Impact of advertisements of Maha
Bachat Sale towards the Consumers .At the same time it was intended to find about the
potential Medium of Advertisements in these two cities and about problems or issues or
suggestions towards the company. The study was also carried out to analyse different
ATL and BTL advertising activities carried out in Pune, Nashik and Amravati, to
compare the effective advertising activity between the two.
Develop the Research Plan The research plan for the project is as follows:
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Prepare the Questionnaire The main objective behind designing the questionnaire was to determine the
effectiveness of the various advertising mediums used in the Nashik, Pune and
Amravati. The questionnaire was designed by considering the different
mediums of advertising used in Nashik and Amravati for promoting the Maha
Bachat. The questionnaire contained mainly close-ended questions, in order to
identify through which of the mediums the customers have seen the
advertisements of the Maha Bachat.
Obtain the feedback from the customers The Questionnaire prepared was then distributed in various outlets of Big
Bazaar in Pune, Nashik and Amravati. The representatives in these outlets
used to fill-up the questionnaire from the customers daily during the Maha
Bachat week. The customers were given complete guidance by the
representative for filling the questionnaire.
Convert the data into the database The data of the questionnaire from Nashik and Amravati was obtained via
mail from their respective representatives daily in the evening. This data was
then maintained as a database in excel sheets. The data of the questionnaire
Prepare the Questionnaire
obtain the feedback from customers in Nashik and Amravati
Convert the Data into database
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from Pune was maintained as a database in excel sheets by the representatives
working there. The data base of daily feedback of the questionnaire of Pune
was then transferred to us via the representative from Pune for further
analysis.
Analyze the Information The data maintained in the database was further analyzed to determine the effective
advertising mediums for the particular day from the customer’s point of view. The results of
the analysis was then represented through the graphical representation in excel sheets.
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The graphical representation of the data obtain from Nashik Outlets of Big Bazaar is as
follows
Total respondents in Nashik were 300
1.) Are you aware of Maha Bachat offer?
Inference: 83% of the consumers were aware of the Maha Bachat
2.) How do you come to know about this offer?
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Inference: Maximum awareness was created through Auto Back (27%).
3.) On which medium do you frequently see the Maha Bachat offers?
Inference: Maha Bachat Advertisements were frequently seen on TVC (44%).
4.) On which channels did you see our Maha Bachat Advertisements?
Outdoor 12%
Leaflets 10%
Morchas 8%
Canter Promotion
4%
Bus Back 0%
Auto Back 27%
Corporate Mailers
0%
Teaser Stamps/ REM
0%
Cable & Scroll ads 14%
Staff Rally 7%
Maha SMS 10%
Zone Mall Branding
6%
Building Wraps 2%
Awareness through different mediums
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Inference: Maximum Consumers saw the Maha Bachat advertisements on
News Channels (22%).
5.) In which of the following newspapers have you seen our Maha Bachat Advertisements?
Inference: Advertisements in Lokmat Newspaper had Maximum impact(50%).
6.) On which Radio channel you heard about our Advertisements?
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Inference: The Response for the Radio advertisements on the Radio Mirchi Channel was
Maximum (61%).
7.) Did you receive any SMS regarding this sale?
Inference: Maximum Consumers did not receive the Maha SMS (70%).
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The graphical representation of the data obtain from Amravati Outlets of Big Bazaar is as
follows
Total respondents in Amravati were 103
1.) Are you aware of Maha Bachat Sale of Big Bazaar?
Inference: 95% of the Consumers were aware of the Maha Bachat Sale
2.) How did you come to know about this offer?
Inference: From the above chart we can conclude the awareness Created through
Leaflets (34%)
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3.) From which medium did you see the Maha Bachat offers?
Inference: Maha Bachat Sale Advertisements was frequently seen in TVC (50%)
4.) On which channels did you see our Maha Bachat Advertisement?
Inference: Maha Bachat Advertisement seen by the Consumers was through GEC (28%)
followed by News (25%)
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5.) Did you receive any SMS regarding this sale?
Inference: Maximum Customers did not receive the Maha SMS .
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The Aggregate graphical representation of the data obtain from Pune Outlets of Big Bazaar is
as follows
Total respondents in Pune were 1147
1.) How did you come to know about this offer?
Inference: According to the above graph 69% of the Consumers were aware about this offer
through Newspapers followed Television Advertisement(51%)
2.) In which of the following Newspaper did you see the Maha Bachat Advertisement?
Inference: The Awareness through Times of India(32%) was the Highest.
25%
3% 2%
69%
0.78% 0% 0% 6% 6%
51%
0%10%20%30%40%50%60%70%80%
How did you come to know about this offer?
Responedents (%)
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3.) Where did you see the Big Bazaar’s Mahabachat Hoardings?
Inference: From this graph we can conclude that 22% of the consumers saw the Hoardings
near the Flyover Bridges.
4.) Did you see the Road shows of Big Bazaar in your area?
Inference: 90% of the Consumers did not see the Road Shows.
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5.) Did you receive the SMS of the offers?
Inference: Maximum Customers did not receive the Maha SMS.
6.) On which channels did you see our Maha Bachat Advertisement?
Inference: Maha Bachat Advertisement seen by the Consumers was through GEC (38%)
followed by News (20%)
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7.) Which of the following did you see the most about Maha Bachat Offer?
Inference: 49% of the Consumers seen the Offer through Print Ads.
8.) On Which Radio channel you heard about our Advertisements?
Inference: Most of the Consumers heard about the Offer on Radio Mirchi(49%) followed
by Red FM (38%)
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The graphical representation of the aggregate data obtain from Nashik, Amravati and Pune
Outlets of Big Bazaar during the Maha Bachat week is as follows
Total respondents were 2363
1.) How do you come to know about Maha Bachat?
Inference: Maximum awareness about the Maha Bachat was created through Newspaper
advertisements (30%).
2.) On which medium do you frequently see the Maha Bachat offers?
Inference: Maximum response was created through TVC ads(42%)
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3.) On which channels did you see our Maha Bachat Advertisements?
Inference: The advertisements of Maha Bachat aired on the General Entertainment
Channels (GEC) received maximum response (25%).
4.) Did you receive any SMS regarding the Maha Bachat?
Inference: Maximum customers have not received the Maha SMS (71%).
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Collect the information The information required for the project was obtained mainly through the survey method. As
a part of the survey method, we initially prepared questionnaires for Nashik and Amravati
Big Bazaar outlets by taking into consideration the various modes of advertisements used in
both the cities. The questionnaire was then transferred to the various outlets of Big Bazaar in
Nashik and Amravati. The representative at these two cities then collected the feedback of the
customers visiting the store in the Maha Bachat week.
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Present the Findings On the Basis of the results obtained from the survey done to analyze the Impact Maha Bachat
Advertisements in various outlets of Big Bazaar in the three cities i.e. Nashik, Pune and
Amravati, the following things can be concluded
Amravati
Almost all the consumers were aware about the Maha Bachat.
The Awareness about the Maha Bachat among the consumers was through leaflets
(34%) and it was lowest through Auto Back (7%) and Canter Promotion (7%).
Maha Bachat offer was seen frequently through TVC (50%)
The Channels through which Maha Bachat Advertisements was mostly seen by the
consumers was GEC (28%)
Maximum consumers were unaware about the Maha SMS.
Pune
The level of awareness of Maha Bachat was highest through Newspapers (69%) and
the newspaper was ‘Times of India’ (32%)
The Big Bazaar Maha Bachat Hoardings was mostly seen near Flyover Bridges (22%)
by the Consumers.
Road Shows didn’t have any Impact on the Consumers as only 10% had seen the
Road Shows
The Impact of Maha SMS was not fruitful as 87% consumers didn’t receive the SMS.
Print Ads created a Huge Impact as 49% consumers had seen the Advertisement.
Consumers heard about the Maha Bachat through Radio Mirchi which received the
highest response in this city.
Milk Packets Branding and Teaser stamps were complete failure as they received zero
response.
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Nashik
The level of awareness about the Maha Bachat was highest through Auto Back
advertisements (27%).
The TVC media was the effective medium of advertisement in Nashik (44%).
The advertisements published in the ‘Lokmat’ newspaper received the maximum
response (50%).
The Advertisements on the News channels received the maximum response (22%).
Consumers heard about the Offer through Radio Mirchi which received the highest
response in this city.
The Maha SMS was a complete failure as maximum consumers didn’t receive them.
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Conclusion The Maha Bachat week in Big Bazaar was mainly carried out to provide the consumers
various consumer durable products at minimum price and thus help them to beat the rising
inflation. The project of Analysing the Impact of various advertising mediums helped to
derive which mediums very effective in Nashik and Amravati and which was a failure.
According to the analysis, we found out that ATL advertising mediums like Radio,
Newspapers, Hoardings, Print media were effective in Pune as well as in Nashik and
Amravati. But the BTL Advertising mediums like road shows, Staff rally and Canter
promotion failed to create much of an impact on the consumers. Also, the Maha SMS about
the Maha Bachat were not received by maximum consumers in all the three cities.
In order to promote any future campaigns or offers, we must concentrate more on the
Newspapers, TV, Radio as a medium for promoting their offers in all the three cities and
maximum consumers came to know about the Maha Bachat through these mediums. Also, in
order to make the Maha SMS as a successful medium, we must maintain a proper database of
the customers visiting Big Bazaar. In Nashik and Amravati the response to the local
Newspaper Lokmat was highest so advertisements in it will create greater impact.
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Suggestions
Create awareness in the semi-urban cities through TVC, Radio commercials
The cities, in which the local newspaper has highest response, use it for promoting the
new offers or sale in Big Bazaar.
Make the Maha SMS scheme for effective.
The awareness through BTL mediums should be made more effective in semi-urban
cities in or to control the budget of advertising.
Display the hoarding about the offers near the flyovers, residential complexes and
railway stations where maximum crowed is present.
Obtain regular Feedback of costumers in order to upgrade the performance of the
store.
The Commercial aired on GEC and News Channels receive maximum response,
hence they should be used on a wider scale to promote Big Bazaar offers on wider
scale.
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Annexure
Feedback form of Nashik
Big Bazaar Maha Bachat (Nashik)
1. Are you aware of Maha Bachat Sale of Big Bazaar?
o Yes
o No
2. How did you come to know about this offer?
Outdoor
Leaflets
Morchas
Canter Promotion
Bus Back
Auto Back
Corporate Mailers
Teaser Stamps/REM
Cable & scroll ads
Staff Rally
Maha SMS
Zone Mall Branding
Building wraps
3. On which medium do you frequently see the Maha Bachat offers?
TVC
Hoardings
Radio
4. On which channels did you see our Maha Bachat Advertisement?
News
Music
GEC
Lifestyles
Movies
Others
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5. In which of the following newspapers have you seen our Maha Bachat
Advertisements?
Times of India
Sakal today
Lokmat
Gavkari
Nashik Times
6. On which Radio channel you heard about our Advertisements?
Radio Mirchi
Red FM
7. Did you receive any SMS regarding this sale?
Yes
No
Name: ____________________________ Occupation:
_____________________ E-Mail:__________________________ Tel: ___________
Location:___________ Time: ___________ (Your personal information will be kept confidential)
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Feedback form of Amravati
Big Bazzar Maha Bachat (Amravati)
1. Are you aware of Maha Bachat Sale of Big Bazaar?
O Yes
O No
2. How did you come to know about this offer?
Outdoor
Leaflets
Morchas
Canter Promotion
Bus Back
3. From which medium did you see the Maha Bachat offers?
TVC
Hoardings
4. On which channels did you see our Maha Bachat Advertisement?
News ___________
Music ___________
GEC ___________
Lifestyles ___________
Movies ___________
Others ___________
5. Did you receive any SMS regarding this sale?
O Yes
O No
Name: ____________________________ Occupation: _____________________
E-Mail:__________________________ Tel: ___________ Location:___________ Time: ___________ (Your personal information will be kept confidential)