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CHAPTER I

INTRODUCTION
INTRODUCTION OF MARKETING
Marketing is a social and managerial process by which individuals and groups obtain what they
need and want, through creating, offering and exchanging products of value with others.

- Philip Kotler.
Marketing includes all those activities having to do with effecting changes in the ownership and
possession of goods and services. It is that part of economics which deals with the creation of
time, place and possession utilities and that phase of business activity through which human
wants are satisfied, by the exchange of goods and services for some valuable consideration.

- American Marketing Association.


Marketing is the process of discovering and translating consumer wants into product and service
specifications and then in turn helping to make it possible for more and more of consumers to
enjoy more and more of these products and services.

Marketing consists of analyzing marketing opportunities, researching and selecting target


markets, designing marketing strategies, planning marketing programs and organizing,
implementing and controlling marketing effort.

Companies have to identify long and short term marketing opportunities and research the selected
market by measuring and forecasting attractiveness of the given market. Having selected the
market, the companies need to develop a differentiating and positioning strategy for the target
market. The marketing strategy must be transformed into marketing programs by deciding on
marketing expenditures and the marketing mix. The final step is organizing the marketing
resources and implementing and controlling the marketing plan.

PROMOTIONAL STRATEGIES

A successful product or service means nothing unless the benefit of such a service can be
communicated clearly to the target market. An organizations promotional strategy can consist of
several aspects as follows.

Advertising: Is any non-personal paid form of communication using any form of mass media.

Public relation: Involves developing positive relationships with the organization media public.
The art of good public relations is not only to obtain favorable publicity within the media, but it is
also involves being able to handle successfully negative attention.
Sales promotions: Commonly used to obtain an increase in sales short term. Could involve using
money off coupons or special offers.

Personal selling: Selling a product service one to one.

Direct Mail: Is the sending of publicity material to a named person within an organization. There
has been a massive growth in direct mail campaigns over the last 5years. Spending on direct mail
now amounts to $18 a year representing 11.8% of advertising expenditure (source: Royal Mail
2000). Organizations can pay thousands of pounds for databases, which contain names and
addresses of potential customers. Direct mail allows an organization to use their resources more
effectively by allowing them to send named person within their target segment. By personalizing
advertising, response rates increase thus chance of improving sales. Listed below are links to
organization whose business involves direct mail.
OBJECTIVES OF THE STUDY

To study the promotional activities offered by Big Bazaar.


To identify the impact of sales in the market by using promotional strategies of Big
Bazaar.

To study the influence of schemes offered by firm on sales.

To study the customers awareness towards the after sale services offered to him or her.
To know the importance reason the respondents give to each factor for Purchasing in Big
Bazaar.
To know on which week day the customers are more rushed into the
store.
To study about the average spending of a customer in shopping.
NEED FOR THE STUDY

PROMOTION is a challenging task in today's market scenario as many organizations are


coming out with different promotions. It is important to focus benefits provided by the
promotional offers. This is important for researcher to compute the research work and
outcomes can be given as suggestion to the Big Bazaar. If given the scope for further
launch in their areas. For who wants to do research.

The aim of marketing is to meet and satisfy target customers needs and wants. The field
of consumer behavior studies how individuals, groups and organizations select, buy use
and dispose of goods, services, ideas or experiences to satisfy their needs and desires.
Understanding consumer behavior and Knowing customers are never simple.

There is a need to study to know the sales promotion by Future Group by identifying the
factors influencing the customer behavior. As there products utilization is growing up
and the so many factories came existence-increasing competition tends to know the
consumer buying behavior with respect to price, Advertisement, Quality, Brand,
Availability and other related factors.

Studying customers provides clues for developing new products; product features, prices,
channels, and other marketing mix elements. Its also provides company to cope up with
customers expectations and changing circumstances.
METHODOLOGY

External Sources:
When internal records are insufficient and required information is not available, the
organizations will have to depend on external sources. The external sources of data
are:
Primary Data:

Primary data are data gathered for a specific purpose or for a specific research report.
For systematically collecting the data the closed end questionnaire is used. The
questionnaire consists of questions relating to various aspects of the study for proper
data collection the questionnaire is divided into 2 sections. Both the sections are meant
for the respondent only.

Secondary Data:
Secondary data are data that are collected for another purpose and already exist
somewhere. Data pertaining to company is collected from company web site company
catalogues and magazines. The company profile gives a detailed report of history
various products manufacture by its etc.

METHOD OF RESEARCH

SURVEY METHOD:

A survey is a complete operation, which requires some technical knowledge survey


methods are mostly personal in character. Surveys are best suited forgetting primary data.
The researcher obtains information from the respondents by interviewing them.

SAMPLING:

It is not always necessary to collect data from whole universe. A small representative sample
may serve the purpose. A sample means a small group should be emanative cross section and
really representative in character. This selection process is called sampling.
SAMPLE SIZE:

Samples are devices for learning about large masses by observing a few individuals. The

selected sample is 100.

SAMPLING PLAN:

1. SAMPLING UNIT - Customers of Big Bazaar

2. SAMPLING PROCEDURE - Stratified random sampling method is chosen.

The data collected from both the primary and secondary sources is tabulated and presented in a

systematic from prior to classification and interpretation.


LIMITATIONS OF THE STUDY

The study was restricted to only the customers of BIG BAZAAR.


The time constant was a limiting factor, as more time required carrying out study on other
aspects of the topic.
The result and analysis based on the customer survey method and small sample size has
taken only 100.
Findings are related to particular areas.
CHAPTER II
INDUSTRY PROFILE
Retail means selling goods and services in small quantities directly to customers.
Retailing consists of all activities involved in marketing of goods and services directly to
consumer for their personnel family and household use. The Indian retailing industry is
becoming intensely competitive, as more and more payers are Vying for the same set of
customers. The major retail players are Pantaloon Retail, Shoppers Stop, Reliance, etc.
Retailing is one of the biggest sectors and it is witnessing revolution in India. The new
entrant in retailing in India signifies the beginning of retail revolution. India's retail
market is expected to grow tremendously in next few years. According to AT Kearney,
The Windows of Opportunity shows that Retailing in India was at opening stage in 1995
and now it is in peaking stage in 2010. India's retail market is expected to grow
tremendously in next few years. India shows US$330 billion retail market that is
expected to grow 10% a year, with modern retailing just beginning. India ranks first in
2008. In fact, in 2009 and 2010, India is the most compelling opportunity for retailers,
because now India is in peaking stage.

RETAILING
Retailing is defined as selling products to consumers for their personal use. A
retailer is a reseller (i.e., obtains product from one party in order to sell to another)
from which a consumer purchases products. In the US alone there are over
1,100,000 retailers according to the 2002 US Census of Retail Trade.
In the majority of retail situations, the organization from which a consumer makes
purchases is a reseller of products obtained from others and not the product
manufacturer. But some manufacturers also operate their own retail outlets in a
corporate channel arrangement. While consumers are the retailers buyers, a
consumer does not always buy from retailers. For instance in a direct marketing
system, where a consumer purchases from another consumer the consumer purchase
would not be classified as a retail purchase.
RETAILERS

Retailer is one whose business is to sell to consumers a wide variety of goods,


which are assembled at his premises as per the needs of final users. The term
retailing implies rates for final consumption rather than for his resale or for further
processing.

Prof. William Stanton defines Retail trade as "Retailing includes all activities
directly related to the sales of goods and services to the ultimate consumers for
personal and non-business users. Retailer is that merchant intermediary who buys
goods from proceeding channel members in small-assorted lots and sells them to the
requirement of final users.

CHALLENGES FACING THE ORGANIZED RETAIL INDUSTRY:

Despite the rosy hopes, some facts have to be considered to positively initiate the
retail momentum and ensure its sustained growth.

The major constraint of the organized retail market in India is the competition from
the un-organized sector. Traditional retailing has been deep rooted in India for the
past few centuries and enjoys the benefits of low cost structure, mostly owner-
operated, therein resulting in less labor costs and little or no taxes to pay. Consumer
familiarity with the traditional formats for generations is the greatest advantage to
the un-organized sector. On the contrary, organized sector have big expenses like
higher labor costs, social security to employees, bigger premises, and taxes to meet.

Availability and cost of retail space is one major area where Government
intervention is necessary. Liberalizing policy guidelines for FDI needs focus as
well. Proper training facilities for meeting the increasing requirements of workers in
the sector would need the attention of both Government and the industry.
Competition for experienced personnel would lead to hostility between retailers and
higher rates of attrition, especially during the phase of accelerated growth of the
retail industry. The process of avoiding middlemen and providing increased income
to farmers through direct procurement by retail chains need the attention of policy
makers. Taking care of supply chain management, mass procurement arrangements
and inventory management are areas that need the focus of entrepreneurs.

India is now on the radar of global retailers. Accelerated development of retailing


industry in the country and building brand value of domestic products is essential
not only for marketing our consumer products more efficiently, but also for the
development of our own retailing industry.

MARKETING FUNCTIONS OF RETAILERS

Merchandising
Warehousing
Selling
Risk-Bearing
Grading and Packing
Advertising, salesmanship and sales promotion

RETAILERS SERVICES TO CUSTOMERS

Provision of local convenience to buyers


Breaking of bulk
Offer of personal services
Wide variety of choice
After sales service
Benefits of specialization to customers
Supply of perishable goods
Consumers credit
Creation of demand for new goods

TYPES OF RETAILERS
Retailers are broadly classified into 3 categories

Food Retailers.
General Merchandise Retailers.
Service Retailers.

OTHER SERVICES PROVIDED BY RETAILERS

Retail not only provides products to the customer but also gives different types of
services like:

Airlines & travel agents


Banks
Health clubs
Hotel & Restaurants
Movie theatres
TECHNOLOGIES USED IN RETAILING SECTOR

In-store technologies-
Interactive kiosks

Virtual display case

Radio Frequency identification tags

Self-scanning & self-checkout system

Body scanning

Online technology-
Online display of products

Online shopping
Types of Retailing

There are several types we can see in Retailing. They are like:

Specialty Store:

Narrow product line with deep assortment, viz apparel stores, book stores etc. A clothing
store would be a single line store, men's clothing store would be limited line store &men's
custom-shirt store would be a super specialty store.
Example: The limited, The Body Shop.

Departmental Store:

Several products lines-typically clothing, household goods, home furnishings- with each
line operated as a separate department managed by specialist buyers or merchandisers.
Example: Sears, Bloomingdale's.

Supermarkets:

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


serve total needs for food, laundry & household maintenance products.
Example: Kroger, Safeway.

Convenience Stores:

Relatively small store located near residential area, open long hours, seven days a week
and carrying a limited line of high-turnover convenience products at slightly higher
prices.
Example: 7-Eleven, Circle K.
Discount Store:

Standard merchandise sold at lower prices with lower margins and higher volumes. True
discount stores regularly sell merchandise at lower prices and offer mostly national
brands.

Example: Wal-Mart, Kmart.

Off-price retailer:

Merchandise bought at less than regular wholesale prices & sold at less than retail; often-
leftover goods, overruns and irregulars obtained at reduced prices from manufacturers or
other retailers. Factory outlets are owned and operated by manufacturers and normally
carry the manufacturer's surplus, discontinued or irregular goods. Independent off-price
retailers are owned & run by entrepreneurs or by divisions of larger retail corporations. .

Superstore:

Averages 35,000 square feet of selling space traditionally aimed at meeting consumers'
total needs for routinely purchased food and non-food items. Usually offer services such
as laundry, dry cleaning, shoe repair, check cashing & bill paying. A new group called
"category killers" carries a deep assortment in a particular category & a knowledgeable
staff.

Combination stores are a diversification of the supermarket store into the growing drug-
and-prescription field. Combination food & drug stores average 55,000 square feet of
selling space.

Hypermarkets range between 80,000 and 220,000 square feet and combine supermarket,
discount & warehouse retailing principles. Product assortment goes beyond routinely
purchased goods & includes furniture, large & small appliances, clothing items and many
other items
Existing competition
Reliance fresh.
Aditya Birla group.
Shoppers Shoppe.
Subhiksha.
PANTALOONS.
Mark and Spencers.

The untapped scope of retailing has attracted superstores like Wal-Mart into India,
leaving behind the kiranas that served us for years. Such companies are basically IT
based. The other important participants in the Indian Retail sector are Bata,
PANTALOONS, Pantaloons, Archies, Cafe Coffee Day, landmark, Khadims, Crossword,
to name a few.

EVOLUTION OF INDIAN RETAIL INDUSTRY:

Indian Retail Industry is standing at its point of inflexion, waiting for the boom to take
place. The inception of the retail industry dates back to times where retail stores were
found in the village fairs, Melas or in the weekly markets. These stores were highly
unorganized. The maturity of the retail sector took place with the establishment of retail
stores in the locality for convenience. With the government intervention the retail
industry in India took a new shape. Outlets for Public Distribution System, Cooperative
stores and Khadi stores were set up. These retail Stores demanded low investments for its
establishment.

KEY PLAYERS IN THE INDIAN RETAIL SECTOR:

The untapped scope of retailing has attracted superstores like Wal -Mart into India,
leaving behind the kiranas that served us for years. Such companies are basically IT
based. The other important participants in the Indian Retail sector are Bata,
PANTALOONS, Pantaloons, Archies, Cafe Coffee Day, landmark, Khadims,
Crossword, to name a few.
Employment opportunities in retail sector in India

India's retail industry is the second largest sector, after agriculture, which provides
employment. According to Associated Chambers of Commerce and Industry of India
(ASSOCHAM), the retail sector will create 50,000 jobs in next few years. Retail
companies are starting retail management courses in partnership with management
institutes, roping in talent from other sectors and developing comprehensive career
growth and loyalty plans for existing employees. Top players like Pantaloon Retail India
Limited, Trent, Shopper's Stop, RPG Group and ebony are virtually on their toes.
Consider the plans of largest player, The Pantaloon Retail India Ltd, the company has
developed a comprehensive strategy, where in it expects that in 2years, it will not recruit
any new managers from outside. "The estimated need is 1 lakh of employees till 2011",
said Mr. Sanjoy Jog, HR Head at Pantaloon Retail India Ltd. Pantaloon has the concept
of partnership with educational Institute to run retail courses across the entire chain. Trent
has also started in-house learning programmers and now goes to under graduate colleges
to recruit students. Since, the job market is hugely receptive to this with more and more
business schools focusing on the sector and large retailers setting up retail academics.

Competition in retail

India Retail Biz attempts to capture excitement of Retail Business in India by aggregating
the best in news, views, research, analysis, trends, technology, and competition.

The performance of the retail sector in the last quarter of financial year 2008-09 has been
a gloomy one. Not only has the quarter-on-quarter growth declined by 700 basis point, on
year-on-year (YoY) basis, sales growth fell drastically from 67.8% to 49.1%. Including
the recently listed Koutons and Vishal Retail, all big retailers continue to be on an
aggressive expansion mode. This kind of competition is having a negative impact on
margins of retailers, as the target audience for all of them, more or less, remains the same.

The slowdown has triggered a volume game in the industry. Strategies like promotional
campaigns, freebies, promoting private labels and online discounts are just some of the
avenues that retailers are looking at to lure customers. According to analysts, this is a
knee-jerk reaction by the industry to fight the inflation-induced dent in the purchasing
power of customers. As they say, retail is a number game, so, big retailers are trying to
push volumes. For some, it comes at the cost of profit. Meanwhile, in contrast to YoY
sales growth of 49% for the sector, the interest cost has registered a whopping 96%
growth. Though growing at a lesser 39%, depreciation cost has also been impacting
margins.

The cost factor too is adding to the woes. For instance, during the quarter, Shoppers Stop
opened its new stores in various formats. Provogue and Pantaloon followed soon. The
companies are increasing their geographical presence in the wake of increasing
competition. Launch of new formats continues to catch the attention of these retailers. In
fact, a couple of these new formats are already generating profit at the operating level,
thus showing a positive sign towards growth.

Like for Shoppers Stop, the average transaction size increased by about 7% for the
current quarter over the same quarter in the previous year. Players like Provogue and
Pantaloons too have witnessed a similar upward movement. Also, though growth in total
expenses as a whole has almost been equivalent to the growth in sales at about 47%,
some individual cost items like staff costs, selling and administration costs are under
control. On a YoY basis, staff cost has grown at 26% against 44% in the corresponding
quarter of the previous year.

Nonetheless, raw material cost continues to remain high - it grew by 66% in the last
quarter and now is equivalent to 74% of the industry's aggregate net sales. This is the
reason why operating margins have reduced to 4.8% of the revenue sale compared with
5.7% during the corresponding quarter of the previous year.

Among individual retailers, Pantaloon Retail continues to outgrow the industry - it


recorded 57% a YoY growth in net sales during March 2008 quarter. Although it is lower
compared with the 63% growth recorded during the December quarter, momentum
continues to favour the company. New stores drove the growth in value-for-money
format - strategies such as KB's Fair Price and online shopping are picking up. Their
home store division has also been doing well. Next on growth charts is Provogue, which
grew 40% in the last quarter, similar to the previous quarter.

In short, setting up of new stores has resulted in higher working capital funding, which
has raised the industry's interest outgo. For Pantaloon, interest cost has almost doubled
during the current quarter - as a proportion of sales, it has increased from 2.7% to 3.2%
on a YoY basis. Provogue seems to be an exception in this as it recorded the highest
increase of 100 basis points in interest cost for March 2008. Overall, the profitability
margin has seen a sharp decline.

Only Shoppers Stop has registered some profit compared with its performance in the
corresponding quarter of the previous year. The company's net profit margin now stands
at 0.7% of net sales as compared to -1% in March 2007 quarter. It can be concluded that
margins of retail companies seem to have been hit by costs related to their ambitious
expansion programmer. Expansion plans for some of them are running behind schedule.
It has led to higher interest cost, yet retail companies are trying hard to cut costs by
keeping inventory and carrying costs under control.

State of Competition in the Wholesale and Retail Sector


The study assesses the state of competition in the Philippine wholesale and retail sector,
focusing on the distribution of specialized goods and pharmaceutical products. It uses the
traditional tools of analysis like concentration ratios and price-cost margins in
determining the competitive state of the sector. The study also analyzes the other
dimensions in retail competition like price, geographical location, and retail product and
retail service. Industry data from the National Statistics Office were used in the analysis,
aided by a small-scale survey conducted in the Metro Manila area.

The department store and grocery sub sector appears to operate in a competitive
environment despite the presence of two big dominating firms in the market. No price or
quantity leader-follower behavior was observed, as validated by the tools used in the
analysis. On the other hand, one firm, whose strategic advantages include economies of
scope and space, retail image and consumer loyalty, dominates the distribution of
pharmaceutical products. Potential market entrants face these forms of challenges--
factors that are not regarded as anti-competitive and are welfare enhancing to the general
public.

The trends to follow in the future:

The Indian Organized retail sector will grow up to 10% of total retailing by 2010.

No one single format can be assumed, as there is a huge difference in cultures regionally.

The most encouraging format now would be the hyper marts.

RETAILING FORMAT IN INDIA

Malls: The largest form of organized retailing today Located mainly in metro cities, in
proximity to urban outskirts. Ranges from 60,000 sq ft to 7, 00,000 sq ft and above.
They lend an ideal shopping experience with an amalgamation of product, service and
entertainment, all under a common roof. Examples include Shoppers Stop, Pyramid, and
Pantaloon.

Specialty Stores: Chains such as the Bangalore based Kids Kemp, the Mumbai books
retailer Crossword, RPG's Music World and the Times Group's music chain Planet M,
are focusing on specific market segments and have established themselves strongly in
their sectors.

Discount Stores: As the name suggests, discount stores or factory outlets, offer
discounts on the MRP through selling in bulk reaching economies of scale or excess
stock left over at the season. The product category can range from a variety of
perishable/ non-perishable goods.

Department Stores: Large stores ranging from 20000-50000 sq. ft, catering to a variety
of consumer needs. Further classified into localized departments such as clothing, toys,
home, groceries, etc. Departmental Stores are expected to take over the apparel business
from exclusive brand showrooms. Among these, the biggest success is K Raheja's
Shoppers Stop, which started in Mumbai and now has more than seven large stores
(over 30,000 sq. ft) across India.

Hyper marts/Supermarkets: Large self-service outlets, catering to varied shopper


needs are termed as Supermarkets. These are located in or near residential high streets.
These stores today contribute to 30% of all food & grocery organized retail sales. Super
Markets can further be classified in to mini supermarkets typically 1,000 sq ft to 2,000
sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong
focus on food & grocery and personal sales.

Convenience Stores: These are relatively small stores 400-2,000 sq. feet located near
residential areas. They stock a limited range of high-turnover convenience products and
are usually open for extended periods during the day, seven days a week. Prices are
slightly higher due to the convenience premium. Retailers are rapidly integrating and
diversifying store formats to cater to emerging trends in consumer behaviour.Food
Bazaar stocks staples in bulk, weighing and packing them for customers in their
presence, catering to the touch and feel mindset of buying staples, whereas Reliance
Fresh stocks fresh flowers and vegetables. Retailers are expanding into emerging cities
with modest store formats as opposed to the glitzy mall formats adopted in metros.

MAJOR RETAILERS IN INDIA

Pantaloon Retail:

Pantaloon Retail (India) Limited, is Indias leading retail company with presence across
multiple lines of businesses. The company owns and manages multiple retail formats that
cater to a wide cross-section of the Indian society and is able to capture almost the entire
consumption basket of the Indian consumer. Headquartered in Mumbai (Bombay), the
company operates through 4 million square feet of retail space, has over 140 stores across
32 cities in India and employs over 14,000 people. The company registered a turnover of
Rs 20.19 billion for five years 2005-06.
Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail
chain, Pantaloons in Kolkata. In 2001, it launched PANTALOONS, a hypermarket chain
that combines the look and feel of Indian bazaars, with aspects of modern retail, like
choice, convenience and hygiene.

The groups subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon
Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has
joint venture companies with a number of partners including French retailer Etam group,
Lee Cooper, Manipal Healthcare, Talwalkars, Gini & Jony and Liberty Shoes. Planet
Retail, a group company owns the franchisee of international brands like Marks &
Spencer, Debenhams, Next and Guess in India

Lifestyle International:

Lifestyle International Holdings Ltds principal activity is the operation of lifestyle


department store and retail outlets. It focuses on high-end department store format. As of
December 31, 2005, Lifestyle International operated its retailing business through two
brand names, SOGO and Jiuguang. The SOGO Department Stores consists of the
Company's flagship department store, SOGO CWB, in Causeway Bay, Hong Kong, and
the Tsimshatsui store, which features a slightly different format that targets younger
group of customers. The Jiuguang Department Store, which is located in Shanghai, has a
similar business format as that of the SOGO store. During the year ended December 31,
2005, it launched SOGO CLUB, a lifestyle service center. Some of the Companys
subsidiaries include Asia Kinetic Limited, Congenial Company Limited, Eastlord
Development Limited, Everwin Worldwide Limited and Fine Shine Limited.
CHAPTER III
COMPANY PROFILE
BIG BAZAAR

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,
Future value retail limited is a wholly owned subsidiary of Pantaloon 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 120 Big Bazaar stores, 170 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 focused on catering to the consumer electronics segment.
Future Group:

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indias
leading business houses with multiple businesses spanning across the consumption space.
While retail forms the core business activity of Future Group, group subsidiaries are
present in consumer finance, capital, insurance, leisure and entertainment, brand
development, retail real estate development, retail media and logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million
square feet of retail space in 73 cities and towns and 65 rural locations across India.
Headquartered in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people
and is listed on the Indian stock exchanges. The company follows a multi-format retail
strategy that captures almost the entire consumption basket of Indian customers. In the
lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, a
chain of seamless malls. In the value segment, its marquee brand, Big Bazaar is a
hypermarket format that combines the look, touch and feel of Indian bazaars with the
choice and convenience of modern retail.

The groups specialty retail formats include supermarket chain - Food Bazaar, sportswear
retailer - Planet Sports, electronics retailer - eZone, home improvement chain -Home
Town and rural retail chain - Aadhaar, among others. It also operates popular shopping
portal.

Future Group believes in developing strong insights on Indian consumers and building
businesses based on Indian ideas, as espoused in the groups core value of Indianness.
The groups corporate credo is, Rewrite rules, Retain values.

About Big Bazaar:

Big Bazaar is the flagship hypermarket retail chain from Future Group, with over 120
stores across the country. With its motto of 'Is se sasta aur accha kahin nahin', Big Bazaar
ensures that all the products are of good quality and offered at the lowest prices.
Promising 'more for less', Big Bazaar, offers 1.6-lakh mass-market product ranges that
are sought by a majority of Indian consumers. It also offers a host of value-added
services. The special discounts and promotional offers, which are available at regular
intervals, make the format very unique and distinct. The consumer experiences a new
level of standard in price, convenience, comfort, quality and store service levels.

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 Indias 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.

ORGANISATION STRUCTURE:

Big Bazaar organization is headed by our Managing Director. It follows an inverse pyramid
structure; as a result decisions are taken closest to the point of customer action. Sales
executive are encouraged to think customer first. They are empowered to run their respective
departments like small business owners
FUNCTIONAL DEPARTMENT:

Board of Directors

Managing Director

Head Head Head Head Risk

Retail Projects Operations Management

Business

Head Chief-Finance Head- Head


& Company human information
Marketing resources technology
Organization Structure of Big Bazaar Super centre

Store manager

Asst store manager

Dept manager

Human Sm
resource Security
manager
Asst dept,
manager
Customer Visual
service dept merchandising
Team Cashiers
leader
Asst Dm

Marketing
Team member

Maintenance

House keeping

Administration
POLICIES OF THE BIG BAZAAR:

To highlight the product promo area:

When a new product is introduced in Big bazaar, the product will be displayed in front of the
store as well as in the department to create awareness to the customers.

Internal completion:

Comparison of big bazaar stores of different areas in every end of the day so that it decides their
sales percentage and leads to competition towards each other.

SOP:

It is store operating process. Arranging of the products in such a way where the customer feel
more comfortable in selecting a product by spending much time in the store.

Grooming standards:

This is particularly for employees who are working at big bazaar. i.e., a dress code will be
decided by the management and make the remaining employees to wear the same dress code for
good looking.

Credit note:

When the customer decides to return the product when they dont like, it must be returned within
the time period, along with the bill and also resalable.

Store opening process:

Availability of products, checking of sales data, system availability, time management.


TYPES OF PROGRAMS ORGANISED BY BIG BAZZAR
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 Indias 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 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.

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 long-
term 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:
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.
CHAPTER IV
THEORETICAL FRAME WORK
Promotion is the process of taking the product to a next level in the hierarchy of product
sales by using latest trends and practices of marketing.

WHAT IS PROMOTION?

PROMOTION: Promotion decisions are those related to communicating and selling to


potential consumers. Since these costs can be large in proportion to the product price, a
break-even analysis should be performed when making promotion decisions. It is useful
to know the value of a customer in order to determine whether additional customers are
worth the cost of acquiring them.

Promotion decisions involve advertising, public relations, media types, etc.

Promotion comes under MARKETING MIX; it is element of marketing mix.

Marketing decisions generally fall into the Following four controllable categories:

Product

Price

Place (distribution)

Promotion
These variables are known as the marketing mix or the 4 P's of marketing. They are the
variables that marketing managers can control in order to best satisfy customers in the
target market. The goal is to make decisions that center the four Ps on the customers in
the target market in order to create perceived value and generate a positive response.

There are so many decisions that can be taken by the marketing manager to decide about
the market conditions of the product and also about the sales of the product.

The ingredients in Bordens marketing mix included product planning, pricing, branding,
distribution channels, personal selling, advertising, promotions, packaging, display,
servicing, physical handling, and fact-finding and analysis. E. Jerome McCarthy later
grouped these ingredients into the four categories that today are known as the 4Ps of
marketing, depicted below:

PROMOTIONAL DECISIONS

In the context of the marketing mix, promotion represents the various aspects of
marketing communication, that is, the communication of information about the project
with the goal of generating a positive customer response. Marketing communication
decisions include:

Promotional strategy (pull, push, etc.)


Advertising
Personal selling & sales force
Sales promotions
Public relations & publicity
Marketing communication budget

Promotional strategies and Practices

PROMOTION:

Telling the customer about the product


Promotion is typically sub-divided into
o Mass selling
Advertising which you pay for
Publicity which is free
o Sales promotion
Stuff you do in the store to get the customer to try the
product
Concepts, coupons, free samples
o Personal selling
Direct contact person to person with a potential
customer
Sometimes for large industrial sales

Sometimes for high quality consumer products, like selling a car

Where and when can you get across your marketing messages to your target
market?
Will you reach your audience by advertising in the press, or on TV, or radio, or on
billboards? By using direct marketing mail shot? Through PR? On the internet?
When is the best time to promote? Is there seasonality in the market? Are there
any wider environmental issues that suggest or dictate the timing of your market
launch, or the timing of subsequent promotions?
How do your competitors do their promotions? And how does that influence your
choice of promotional activity?

PROMOTIONAL STRATEGIES

A successful product or service means nothing unless the benefit of such a service can be
communicated clearly to the target market. An organizations promotional strategy can
consist of several aspects as follows.

Advertising: Is any non-personal paid form of communication using any form of mass
media.
Public relation: Involves developing positive relationships with the organization media
public. The art of good public relations is not only to obtain favorable publicity within the
media, but it is also involves being able to handle successfully negative attention.

Sales promotions: Commonly used to obtain an increase in sales short term. Could
involve using money off coupons or special offers.

Personal selling: Selling a product service one to one.

Direct Mail: Is the sending of publicity material to a named person within an


organization. There has been a massive growth in direct mail campaigns over the last
5years. Spending on direct mail now amounts to $18 a year representing 11.8% of
advertising expenditure (source: Royal Mail 2000). Organizations can pay thousands of
pounds for databases, which contain names and addresses of potential customers. Direct
mail allows an organization to use their resources more effectively by allowing them to
send named person within their target segment. By personalizing advertising, response
rates increase thus chance of improving sales. Listed below are links to organization
whose business involves direct mail.

Message & Media strategy

An effective communication campaign should comprise of a well thought out massage


strategy. What message are you trying to put across to your target audience? How will
you deliver that message? Will it be through the appropriate use of branding? Logos or
slogan design? The message should reinforce the benefit of the product and should also
help the company in developing the positioning strategy of the product. Companies with
effective message strategies include.

Nike: Just do it.

Toyota: The car in front is a Toyota.

Media strategy refers to how the organization is going to deliver their message. What
aspects of the promotional mix will the company use to deliver their message strategy.
Where will they promote? Clearly the company must take into account the readership and
general behavior of their target audience before they select their media strategy. What
newspapers do their target markets read? What TV programs do they watch? Effective
targeting of their media campaign could save the company on valuable financial
resources.

Push & pull strategies

There are three types of sales promotion strategies:

A push strategy
A pull strategy

A combination of the two

A push sales promotion strategy involves pushing distributors and retailers to sell your
product and services to the consumer by offering various kinds of promotions and
personal selling efforts. What happens here is that a company promotes their
product/services to a reseller who in turn promotes it to another reseller or to the
consumer. The basic objective of this strategy is to persuade retailers, wholesalers and
distributors to carry your brand, give it shelf space, promote it by advertising, and
ultimately push it forward to the consumer. Typical push sales promotion strategies
include; buy-back guarantees, free trials, contests, discounts, and specialty advertising
items.
A push sales promotion strategy focuses more on the consumer instead of the reseller or
distributor. This strategy involves getting the consumer to pull or purchase the
product/services directly from the company itself. This strategy targets its marketing
efforts directly on the consumers with the hope that it will stimulate interest and demand
for the product. This pull strategy is often used when distributors are reluctant to carry or
distribute a product. Typical pull sales promotion strategies include: samples, coupons,
cash refunds or rebates, loyalty programs and rewards, sweepstakes, games, and point-of-
purchase

A combination sales promotion strategy is just that: it is a combination of a push and a


pull strategy. It focuses both on the distributor as well as the consumers, targeting both
parties directly. It offers consumer incentives side by side with dealer discount.

Communication by the manufacturer is not only directed towards consumers to create


demand. A push strategy is where the manufacturer concentrates some of their marketing
effort on promoting their product to convince them to stock the product. A combination
of promotional mix strategies are used at this stage aimed at the retailer including
personal selling, and direct mail. The product is pushed onto the retailer, hence the name.
A pull strategy is based around the manufacturer promoting their product amongst the
target marker to create demand. Consumers pull the product through the distribution
channel forcing the wholesaler and retailer to stock it, hence the name pull strategy.
Organizations tend to use both push and pull strategies to create demand from retailers
and consumers.

Communication Modal

AIDA is a communication model, which can be used by firms to aid them in selling their
product or services. AIDA is an Acronym for Attention, Interest, Desire, and Action.
When a product is launched the first goal is to grab attention. Think, how can an
organization use it skills to do this? Use well-known personalities to sell products? Once
you grab attention how can you hold Interest, through promoting features, clearly stating
the benefit the product has to offer? The third stage is desire, how can you make the
product desirable to the consumer? By demonstrating it? The final stage is the purchase
action, if the company has been successful with is strategy them the target customer
should purchase the product.
Promotion through the product life cycle

As products move through the four stages of the product life cycle different promotional
strategies should be employed at these stages to ensure the healthy success and life of the
product.

Stages and promotion strategies employed.

Introduction

When a product is new the organizations objective will be to inform the target audience
of its entry. Television, radio, magazine, coupons etc may be used to push the product
though the introduction stages of the lifecycle. Push and Pull strategies will be used at
this crucial stage.

Growth

As the product becomes accepted by the target market the organization at this stage of the
lifecycle the organization works on the strategy of further increasing brand awareness to
encourage loyalty.

Maturity

At this stage with increased competition the organization take persuasive tactics to
encourage the consumers to purchase their product over their rivals. Any differential
advantage will be clearly communicated to the target audience to inform of their benefit
over their competitors.

Decline

As the product reaches the decline stage the organization will use the strategy of
reminding people of the product to slow the inevitable.
Internet promotion

The development of the World Wide Web has changed the business environment forever.
Dot com fever has taken the industry and stock markets by storm. The e-commerce
revolution promises to deliver a more efficient way of conducting business. Shoppers can
now purchase from the comfort of their home 24 hours a day 7 days a week.

Owning a website is a now crucial ingredient to the marketing mix strategy of an


organization. Consumers can now obtain instant information on products or services to
aid them in their crucial purchase decision. Sony Japan took pre-orders of their popular
play station 2 consoles over the net, which topped a 1 million after a few days, European
football stars are now issuing press releases over the web with the sites registered under
their own names. Hit rates are phenomenal.

Advertisers have now moved their money over to the internet as customer are on average
spending more time online then watching TV. Popular ways to advertise seem to be with
banners and pop ups.

Everyone sees hundreds of commercial every day. Here are a few tips on different
avenues which may help your message cut through the promotional clutter.
1. Media Releases.

There is a lot of media out there, and its expanding all the time. It has be filled with
something, why shouldnt it be a story about you? If you can spin your sales story into an
interesting news story theres good chance you will receive some coverage. But thats the
thing it has to be interesting. Look for an angle and present it the right way and theres
every chance the local media will lap it up.

2. Event Invitations.

If youre staging an event, make it one people will talk about and look forward to. Treat
your clients like friends, not wallets. And heres a tip from a long established catering
company we do work for: when the pray starts to lag, roll out the French Champagne.
Yes it can cost you, but theres something in that stuff which makes people happy.
Everyone will be happy to know a couple of glasses back if they know its the real deal.

3. Networking.

If you attend networking functions, which are all the rage at the moment (we get invited
to about six a week). when its your turn to stand up and introduce yourself, make sure
youve got a gimmick on hand. Its a strange thing, that the larger the group of people
you have on hand, the simpler the jokes which work. Later on, when youre working the
room youll have something to chat about and even if nobody remembers what you were
trying to promote, they will remember you.

4. Response to Inquiries.

When you get a good lead through whatever channel, send back your response in an
interesting and unforgettable way. Put your proposal in an empty pizza box and bribe a
kid from Dominos to deliver it. Send one of those mobile coffee vans around and shout
the team at the other company a coffee each. Have your quote written on the icing of a
cake and hand delivered. Sound stupid? Maybe, but when you talk to your prospective
client next you have the beginnings of a relationship and may have turned a simple
inquiry response into something resulting in everyone with the other group knowing who
you are.

5. Sales Pitches.

Intrigue your prospective clients. A local sales legend in Brisbane used to ring for an
appointment and announce, Im coming round now and Im bringing morning tea. He
would arrive with two cream buns in a paper bag. He always claimed that if he could get
the person he was visiting to eat their cream bun he would get them as a new client.
Nobody ever forgot the sight of this bloke appearing at the door with two buns in a brown
paper bag.

6. Sales letters.

Theres nothing more boring than a sales letter which just babbles on about how great
you are. What would anyone expect you to say? Its a constant battle to stop people
demanding promotional sales letters that are heavy on product features and details.
Heres a promotional idea were about to try. Go to the back and buy a wad of some
virtually worthless currency; Zimbabwe pounds, Turkmenistan Robles, New Zealand
Dollars (only joking guys) whatever you can lay your hands on, but make sure the
demonizations are big. Dream up a spin to your letter which is related to
cash/money/income. Attach one of the banknotes to the letters you send it out.

Who, other than the government, is going to throw away money? And if you buy the right
dud currency it costs about the same per sheet as printing a letters.

7. Follow-up Letters.

Once youve spoken with a client and hand your first meeting. Make sure you follow up

by mail. If only to cover off the subjects you discussed. People dont want to deal with

slackers, sending a letter a after your meeting looks professional and sets the stage for

further contact.
8. Surveys.

Companies wishing respondents to fill out a questionnaire are more likely to get results

when they attach a bribe. Just by adding a pen to the package you can expect a 30 percent

better response.

9. Talk to Fresh promotions

As one of Australias most innovative sales promotion and marketing groups, we are

always interested in hearing new ideas or dreaming up new ones which will work for

your business. If you have a promotional idea for your business, or want one, give us a

call. We specialize in getting your ideas happening on budget and on time.

10. Talk to us!!

Promo sales consultants are happy to have a chat about what you need from you

promotion. We are always interested in hearing from you and want to see your promotion

succeed.

SALES PROMOTION STRATEGY

Sales are the lifeblood of a business, without sales there would be no business in the first

place; therefore it is very important that if a business wants to succeed, it should have a

sales promotion strategy in mind. The primary objective of a sales promotion is to

improve a companys sales by predicting and modifying your target customers

purchasing behavior and patterns. Sales promotion is very important as it not only helps

to boost sales but it also helps a business to draw new customers while at the same time
retaining older ones. There are a variety of sales promotional strategies that a business

can use to increase their sales, however it is important that we first understand what a

sales promotion strategy actually is and is and why it is so important.

A sales promotion strategy is an activity that is designed to help boost the sales of a

product or service. This can be done through an advertising campaign, public relation

activities, a free sampling campaign, a free gift campaign, a trading stamps campaign,

through demonstration and exhibitions, through prize giving campaign, temporary price

cuts, and through door-to door sales, telemarketing, personal sales letters, and emails.

The importance of a sales promotion strategy cannot be underestimated. This is because a

sales promotion strategy is important to a business boosting and its sales.

When developing a sales promotion strategy for your business, it is important that you
keep the following points in mind.

Consumer attitudes and buying patterns


Your brand strategy
Your competitive strategy
Your advertising strategy
And other external factors that can influence your products availability and
pricing.

METHODS OF PROMOTION

Some of the most common methods used in sales promotion strategies include:

Coupons
Price discounting
Gift with purchase offers
Sweepstakes
Sampling
Mail in offers and premium offers
Group promotions
Frequent user/loyalty incentives
Point-of sale displays
Sponsorships for special events (like fun runs)
Participation in community projects and boards of directors
Trade Shows Your product or service might be one that is suited to exhibiting at
a trade show attended by your target audience. Trade shows are typically one- or
two- day events that allow businesses to set up exhibits or booths showcasing
their product or capabilities
Fairs (like Health Fairs, Job Fairs)
Give-away (like baseball caps and mugs with your logo )
Coupons and free samples
Conducting contests
Public speaking and Conferences
Newsletter
Trade journals
Media Relations Campaigns
Representation by experts
Public service announcements
Press Kits
PROMOTION OBJECTIVES

To promote your business successfully, you have to understand who you need to reach
and what you are trying to achieve.

Promotional strategies should focus first and foremost on your existing customer. Make
sure they are aware of the full range of your products and services and create
opportunities to generate repeat and higher value purchases. You should also be getting
your existing customers to spread the word about your business-perhaps by trying out
new products and services and offering rewards for introducing new customers.

When focusing your promotional activities on potential customers, aim to create brand
awareness and credibility. Ensure they understand your offer and how you differ from
your competitors. Once you really get into detail, you might even find yourself promoting
individual products to different groups of customers.

If you use intermediaries to reach your market, you will also have to encourage them to
promote your offer to their customers.
CHAPTER V
DATA ANALYSIS AND INTERPRETATION
Q No 1: Which store first comes to your mind when you think of purchasing a
product?

RESPONSE NO OF PERCENTAGE
RESPONDENTS

Big Bazaar 77 77%

Vishal mega mart 15 15%

Others retailer 8 8%

Total 100 100%

90%
80%
70%
60%
50%
40% 77%
30% Series1
20%
10% 15%
0% 8%
Big bazaar Vishal mega mart Others retailer

ANALYSIS:

From the survey, from 100 respondents, 77% of them gave 1st preference to Big Bazaar
15% of them gave preference to Vishal Mega Mart and 8% were gave to other retailer .

INTERPRETATION

Most of the customers are given 1st preference to Big Bazaar compare to other retailers.
2) From which source did you come to know about Big Bazaar outlet?

RESPONSE NO OF RESPONDENT PERCENTAGE

T .V Advertisement 23 23%

Hoardings 34 34%

News paper 31 31%

Buspaintings 12 12%

Total 100 100%

34%
31%
35%
30% 23%
25%
20% 12%
15%
10%
5% Series1
0%

ANALYSIS:

From the above graph i can come to know that, among 100 respondents, 23% of them
come to know about Big Bazaar through TV advt., 34% of the respondents told that
through Hoardings, 31% of them through news paper , and 12% came to know through
bus painting

INTERPRETATION:

Hoarding is the most influencing factor which is responsible for awareness of Big Bazaar.
3) Are you aware of promotional offers conducted by Big Bazaar?

RESPONSE NO OF PERCENTAGE
RESPONDENTS

Yes 87 87%

No 13 13%

Total 100 100%

100%
90%
80%
70%
60%
50%
Series1
87%
40%
30%
20%
10%
13%
0%
Yes No

ANALYSIS: Among the 100 respondents, 87% of them they are aware of promotional
offers, 13% told they have told that they are not aware.

INTERPRETATION:

87% of customers are aware of promotional activity in the Big Bazaar.


4) Please choose below the factor which attracted you most at the Big Bazaar.

Rates No of respondents percentage

Offer 51 51%

Service 9 9%

Quality 23 23%

Availability of products 17 17%

Total 100 100%

60%
51%
50%

40%

30% 23% Series1


17%
20%
9%
10%

0%
Offer Service Quality Availability
of products

ANALYSIS:

Among 100 respondent 51% of customer they have told that they are attracted by the
offers and 9% of them told that they are attracted by service and 23% of them told that
they are attracted by quality and only 17% of them told that only for availability of
products

INTERPRETATION:

Most of the people attracted towards Big Bazaar only for the promotional offers. So offer

is the most influencing factor among those.


5) Which of the following factors influence in your purchase decision?

Rates No of respondents percentage

Offer 43 43%

Service 11 11%

Quality 21 21%

Effective advertisement 25 25%

Total 100 100%

43%
45%
40%
35%
30% 25%
21%
25%
20%
11%
15%
10% Series1
5%
0%

ANALYSIS:

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

INTERPRETATION:

Among those factor offer is the emerging factor which is responsible for purchase
decision of buyers
6) Do you think the promotional activity of Big Bazaar gives you clear message?

Response No of respondents Percentage

Yes 77 77%

No 23 23%

Total 100 100%

77%
80%
70%
60%
50%
Series1
40%
23%
30%
20%
10%
0%
Yes No

ANALYSIS:

Among 100 respondent 77 of them told that the promotional activities of Big Bazaar
gives clear message and 23 of them told that they do not understood.

INTEPRETATION:

Most of the people highly agree that promotional activity of Big Bazaar gives clear
message
7) Will you advise anybody to visit Big Bazaar in your future shopping?

Response No of respondents Percentage

Yes 98 98%

No 2 2%

Total 100 100%

98%
100%
90%
80%
70%
60%
Series1
50%
40%
30%
20%
2%
10%
0%
Yes No

ANALYSIS:

Among 100 respondents 98 of them told that they will advise others to visit Big Bazaar in
future shopping and only 2 of them told that they do not advise.

INTEPRETATION:

Most of the respondent they would like to advise others in future shopping.
8) Looking at the promotions of Big Bazaar does your purchase pattern changes?

Response No of respondents Percentage

Yes 83 83%

No 17 17%

Total 100 100%

83%
90%
80%
70%
60%
50% Series1
40%
30% 17%
20%
10%
0%
1 2

ANALYSIS:

Among 100 respondent 83 of them told that these promotional offers changes their
purchase pattern and only 17 of them told do not change.

INTERPRETATION:

Most of the customer believed that promotions is responsible for their purchase decision
9)would you like to make your purchase under unexpected offers?

Response No of respondents Percentage

Yes 94 94%

No 6 6%

Total 100 100%

94%
100%
90%
80%
70%
60%
Series1
50%
40%
30%
20% 6%
10%
0%
Yes No

ANALYSIS:

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.

INTERPRETATION:

Most of the customer interested to buy under unexpected offers only.


10. Any suggestions?

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CHAPTER VI
FINDINGS
SUGGESTIONS
FINDINGS
From the sample size of 100 samples it is found that the Brand is well positioned in

the minds of customers because 77% of the respondents preference is Big Bazaar for

their shopping.

Among 100 respondents, 23% of people told that 1st they came to know through T V

advertisement and 34% of people told that through hoardings 31% of them told that

through news paper and finally 12% of them highly agree that through bus painting.

Among the 100 respondents, 87% of them told that they are aware of promotional

activities of Big Bazaar .only 13% of them told that they are not aware of promotional

activity of Big Bazaar.

Among the 100 respondent 51% of them told that they are attracted towards Big

Bazaar only for the offers 9% of them told that service and 23% of them told that

quality and only 17% of them told that due to availability of products

Among 100 respondent 43% of them agree that offers is the most emerging factor

influencing purchase decision and only 11% of them told that service 21% of told that

quality and finally 25% of them told that effective advertisement is responsible for

the purchase decision.

Among 100 respondent 77% of them told that promotional activities of Big Bazaar

gives clear message and 23% of them told that they did not understood.

Among 100 respondent 98% of people interest to advise others in future shopping and

only 2% of them not interest to advice.


SUGGESTIONS

Big Bazaar should keep offers in regular intervals so that there should not be a

long term gap, because offer is the most influencing factor which is responsible

for customer purchase decision.

And they also concentrate on T V advertisement they should show ads and

promotional offers in a regular interval in three languages like Kannada Hindi

English.

Hoarding should be placed uncovered area.


CONCLUSION

Indian retail sector is witnessing one of the most hectic Marketing activities of all
times. The companies are fighting to win the hearts of customer who is God said by the
business tycoons. There is always a first mover advantage in an upcoming sector. In
India, that advantage goes to BIG BAZAAR. It has brought about many changes in the
buying habits of people. It has created formats, which provide all items less than one roof
at low rates.

The consumers preferences are changing & they are moving from Traditional Kirana
stores to Modern Retail outlet. Its the main challenge to the Modern retail outlets to
attract the customers towards them from that of competitors. To attract more customers
companies have to carry out the promotional activities in unique way. BIG BAZAAR has
maintained that uniqueness & has succeeded in attracting customers.

The promotional activity of the company, which famous as Less Price than others as it
says Nobody Sells Cheaper and Better! is made its place in minds of customer. As the
competition is becoming stiff in the market the activities conducted by the company are
unique, that have brought fruitful result to the company. Among them sales Promotions is
one of the leading activity or unique among all other activities & has high influence on
the customer walk-in.
BIBLIOGRAPHY

Reference Books

Marketing Management: Philip Kotler


Advertising and Sales: Promotion Belch and Belch
Retail Management: Bajaj and Srivastav
Research Methodology: Cooper and Schindler

Magazines

Business World
Business Today

Websites

www.pantaloon.com
www.wikipedia.com
www.timesofindia.com
ANNEXTURE

A STUDY ON THE EFFECTIVE PROMOTIONAL STRATEGY WHICH


INFLUENCES CUSTOMER TO PURCHASE A PRODUCT OF BIG BAZAAR

Questionnaire

Name: ___________________ Contact No: ___________________

Address: _____________________

1) Which store first comes to your mind when you think of purchase a product.?

a: Big Bazaar b:Vishal mart c: other retailer

2) From which source did you come to know about Big Bazaar outlet?

a; T. V. advertisement b;. Hoardings.


c; bus paintings d. news paper

3) Are you aware of promotional activities conducted by Big Bazaar in L.B Nagar?

a. Yes b. No.

4) Please choose from below the factor which attracted you most at Big Bazaar?

a. Offer b. service c. quality d. availability of products


5) Which of the following factors influence in your purchase decision?

a. Offers c. Quality of products

b. Effective services d. Effective advertisement

6) Do you think the promotional activity of Big Bazaar gives you the clear message?

a. Yes b. No

7) Will you advise anybody to visit Big Bazaar in future shopping?

a. Yes b. No

8. Looking at the promotions of Big Bazaar does your purchase pattern changes?

a. Yes b. No

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

a. Yes b. No

10. Any valuable suggestion

a. Yes b. No