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A STUDY ON PROMOTIONAL STRATEGY AND CONSUMER SERVICE OF BIG BAZAAR

CHAPTER 1: Introduction

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A STUDY ON PROMOTIONAL STRATEGY AND CONSUMER SERVICE OF BIG BAZAAR

Chapter 1: Introduction

OBJECTIVE:-

1. To analyze how the mix influence the customer satisfaction level.

2. To determine the current status of big bazaar.

3. To study the satisfaction level of customers with regard to promotional strategies of


big bazaar.

4. To find out the buying behavior of the customers coming in to Big Bazaar and
formulating strategies accordingly.

5. To identify main competitors of Big Bazaar with regard to services.

Introduction:

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 2006. 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 2005. In fact, in 2005 and 2006, India is
the most compelling opportunity for retailers, because now India is in peaking stage.

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Sector details:

1. Introduction to retail industries.


2. Retail word is derived French word retailer means to cut off a piece.
3. Retailing includes all the activities involved in selling goods or services to the final
customer for personnel or non-business use.
4. Supermarket is a retailing of a wide variety of consumer products under one roof,
ample stock, stock of several brands & extended business hours.

History of Retailing:

Retail concept is old in India. World’s first departmental store started in Rome. Today’s
kirana stores are based on Manusmriti & Kautilya’s arthshastra. Haats, Melas, Mandis & door
to door salesmen are traditional Indian retail. Vishal Mega Mart is a retail sector, which is
providing good quality of products in very reasonable price than its competitors. Retailing
and whole selling consist of many organizations designed to bring goods and services from
the point of production to the point of use.
Retailing includes all the activities involved in selling goods or services directly to final
consumers for their personal, non-business use. Retailers can be classified in terms of store
retailers, non-store retailing, and retail organizations.
Store retailers include many types, such as specialty stores, department stores, supermarkets,
convenience stores, superstores, combination stores, hypermarkets, discount stores,
warehouse stores, and catalog showrooms. These store forms have had different longevities
and are at different stages of the retail life cycle. Depending on the wheel-of-retailing, some
will go out of existence because they cannot compete on a quality, service, or price basis.
Non-store retailing is growing more rapidly than store retailing. It includes direct selling
(door-to-door, party selling), direct marketing, automatic vending, and buying services. Much
of retailing is in the hands of large retail organizations such as corporate chains, voluntary
chain and retailer cooperatives, consumer cooperatives, franchise organizations, and
merchandising conglomerates. More retail chains are now sponsoring diversified retailing
lines and forms instead of sticking to one form such as the department store.
Retailers, like manufacturers, must prepare marketing plans that include decisions on target
markets, product assortment and services, store atmosphere, pricing, promotion, And place.

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Retailers are showing strong signs of improving their professional management and their
productivity, in the face of such trends as shortening retail life cycles, new retail forms,
increasing intertype competition, and polarity of retailing, new retail technologies, and many
others.
Wholesaling includes all the activities involved in selling goods or services to those who are
buying for the purpose of resale or for business use. Wholesalers help manufacturers deliver
their products efficiently to the many retailers and industrial users across the nation.
Wholesalers perform many functions, including selling and promoting, buying and
assortment-building, bulk-breaking, warehousing, transporting, financing, risk bearing,
supplying market information, and providing management services and counseling.
Wholesalers fall into four groups. Merchant wholesalers take possession of the goods and
include full-service wholesalers (wholesale merchants, industrial distributors) and limited-
service wholesalers (cash-and- carry wholesalers, truck wholesalers, drop shippers, rack
jobbers, producers' cooperatives, and mail-order wholesalers). Agents and brokers do not take
possession of the goods but are paid a commission for facilitating buying and selling.
Manufacturers' and retailers' branches and offices are wholesaling operations conducted by
non-wholesalers to bypass the wholesalers. Miscellaneous wholesalers include agricultural
assemblers, petroleum bulk plants and terminals, and auction companies.
Wholesalers, too, must make decisions on their target market, product assortment and
services, pricing, promotion, and place. Wholesalers who fail to carry adequate assortments
and inventory and provide satisfactory service are likely to be bypassed by manufacturers.
Progressive wholesalers, on the other hand, are adapting marketing concepts and streamlining
their costs of doing business.

CURRENT SCENARIO:

India rank first in terms of emerging market potential in retail sector. Current retail market is
US $ 215 billion. Growth rate of retail sector in India is 8-10% per annum. Near about 12
million retail outlets are spread across India.
FDI in retail sector increases from US $ 3.1 billion in 2003 to over US $7.6 billion in 2009. It
will grow more as FDI % has been increased.

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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

Challenges
 Largely urban phenomenon, pace of growth is still slow.
 Not being recognized as an industry in India so availability of finance is low to new
market players.
 High cost of real estate.
 High stamp duties.
 Lack of infrastructure.
 Multiple & complex taxation system.
 Protest against retail sector.

Future Strategy:
 It is projected that up to 2012 retail sector will be worth around US $ 300 billion.
 FDI is going to increase rapidly, up to 2012 retail sector will become biggest industry
in India.
 Retail sector is expected to create 2 million jobs up to 2012.
 According to Indian Retail Report top 10 players in modern retail trade are going to
invest US $ 18-20 billion in next five years.

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CHAPTER 2: Sector Details

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Chapter 2: Sector Details & Evolution of Indian Retail Industry:

Introduction:

In India, the most of the retail sector is unorganized. In India, the retail business contributes
around 14 to 15 percent of GDP. The Indian retail market is estimated to be US
$ 450 billion and one of the top five retail markets in the world by economic value. India is
one of the fastest growing retail markets in the world, with 1.2 billion people.

As of 2013, India's retailing industry was essentially owner manned small shops. In 2010,
larger format convenience store and supermarkets accounted for about 4 percentage of the
industry, and these were present only in large urban centres. India's retail
and logistics industry employs about 40 million Indians (3.3% of Indian population).

Until 2011, Indian central government denied foreign direct investment (FDI) in multi-brand
retail, forbidding foreign groups from any ownership in supermarkets, convenience stores or
any retail outlets. Even single-brand retail was limited to 51% ownership and a bureaucratic
process.

In November 2011, India's central government announced retail reforms for both multi-brand
stores and single-brand stores. These market reforms paved the way for retail innovation and
competition with multi-brand retailers such as Wal-Mart, Tesco and Carrefour, as well single
brand majors such as IKEA, NIKE, and APPLE. The announcement sparked intense
activism, both in opposition and in support of the reforms. In December 2011, under pressure
from the opposition, Indian government placed the retail reforms on hold till it reaches a
consensus.

In January 2012, India approved reforms for single-brand stores welcoming anyone in the
world to innovate in Indian retail market with 100% ownership, but imposed the requirement
that the single brand retailer source 30 percentage of its goods from India. Indian government
continues the hold on retail reforms for multi-brand stores.

In June 2012, IKEA announced it had applied for permission to invest $1.9 billion in India
and set up 25 retail stores. An analyst from Fitch Group stated that the 30 percentage
requirement was likely to significantly delay if not prevent most single brand majors from
Europe, USA and Japan from opening stores and creating associated jobs in India.

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On 14 September 2012, the government of India announced the opening of FDI in multi-
brand retail, subject to approvals by individual states. This decision are welcomed by
economists and the markets, but caused protests and an upheaval in India's central
government's political coalition structure. On 20 September 2012, the Government of India
formally notified the FDI reforms for single and multi-brand retail, thereby making it
effective under Indian law.

On 7 December 2012, the Federal Government of India allowed 51% FDI in multi-brand
retail in India. The government managed to get the approval of multi-brand retail in the
parliament despite heavy uproar from the opposition. Some states will allow foreign
supermarkets like Wal-Mart, Tesco and Carrefour to open while other states will not.

In late 1990's the retail sector has witnessed a level of transformation. Retailing is being
perceived as a beginner and as an attractive commercial business for organized business i.e.
the pure retailer is starting to emerge now. Organized retail business in India is very small but
has tremendous scope. The total in 2005 stood at $225 billion, accounting for about 10% of
GDP. In this total market, the organized retail accounts for only $8 billion of total revenue.
According to A T Kearney, the organized retailing is expected to be more than $23 billion
revenue by 2010.

In organized retailing will grow faster than unorganized sector and the growth speed will be
responsible for its high market share, which is expected to be $ 17 billion by 2010-11.

The organized sector is expected to grow faster than GDP growth in next few years driven by
favorable demographic patterns, changing lifestyles, and strong income growth. This
organized retail sector mix includes supermarkets, hypermarkets discounted stores and
specialty stores, departmental stores. For example, Spencer network has 69 stores, which
includes seven Spencer hypermarkets, three Spencer super markets and 49 Spencer
Daily’s. Now the company is planning to open 20 stores in 10 cities in six months. The top
10 retailers account only for 2% of total market, today modern retailing is expected to enter a
boom phase, which has major players and these players might capture 10% of total market,
within next five years. The retail sales in India for future are shown below (data from 2005-
2008 is based on estimates)

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Existing Competition:
 Reliance fresh.
 Aditya Birla group.
 Sahara Shop.
 Shopper’s Shoppe.
 Mark and Spencer’s.
 D Mart
 Apna Bazaar
 Easy Day

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, Big Bazaar, Pantaloons, Archie’s,
Cafe Coffee Day, landmark, Khadims, Crossword, to name a few.

The trend in the Industry:

1. Low share of organized retailing


2. Falling real estate prices
3. Increase in disposable income and customer aspiration

Increase in expenditure for luxury items (CHART):

Predicted Mall Distribution Space in India


Delhi & NCR

26% 30% Mumbai

Hyderabad
5%
5% Pune
7% 27% Banglore

Tier II cities

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Another credible factor in the prospects of the retail sector in India is the increase in the
young working population. In India, hefty pay packets, nuclear families in urban areas, along
with increasing working-women population and emerging opportunities in the services
sector. These key factors have been the growth drivers of the organized retail sector in India
which now boast of retailing almost all the preferences of life - Apparel & Accessories,
Appliances, Electronics, Cosmetics and Toiletries, Home & Office Products, Travel and
Leisure and many more. With this the retail sector in India is witnessing rejuvenation as
traditional markets make way for new formats such as departmental stores, hypermarkets,
supermarkets and specialty stores.

Evolution of Indian Retail Industry:

Introduction:
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, Mela’s 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. International Brand
Outlets, Hyper or Super markets, shopping malls and departmental stores
Retailing in India: A forecast
Future of organized retail in India looks bright. According to recent researches it is projected
to grow at a rate of about 37% in 2007 and at a rate of 42% in 2008. It will capture a share of
10% of the total retailing by the end of 2010.

INDIA: A Hot Spot

India retail industry is the largest industry in India, with an employment of around 8% and
contributing to over 10% of the country's GDP. Retail industry in India is expected to rise
25% yearly being driven by strong income growth, changing lifestyles, and favorable
demographic patterns.

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It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200
billion. India retail industry is one of the fastest growing industries with revenue expected in
2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of
7-8% is expected in the industry of retail in India by growth in consumerism in urban areas,
rising incomes, and a steep rise in rural consumption. It has further been predicted that the
retailing industry in India will amount to US$ 21.5 billion by 2010 from the current size of
US$ 7.5 billion.
Shopping in India has witnessed a revolution with the change in the consumer buying
behavior and the whole format of shopping also altering. Industry of retail in India which has
become modern can be seen from the fact that there are multi- stored malls, huge shopping
centers, and sprawling complexes which offer food, shopping, and entertainment all under the
same roof.

India retail industry is expanding itself most aggressively; as a result a great demand for real
estate is being created. Indian retailers preferred means of expansion is to expand to other
regions and to increase the number of their outlets in a city. It is expected that by 2010, India
may have 600 new shopping centers.

In the Indian retailing industry, food is the most dominating sector and is growing at a rate of
9% annually. The branded food industry is trying to enter the India retail industry and convert
Indian consumers to branded food. Since at present 60% of the Indian grocery basket consists
of non- branded items.

As the contemporary retail sector in India is reflected in sprawling shopping centers,


multiplex- malls and huge complexes offer shopping, entertainment and food all under one
roof, the concept of shopping has altered in terms of format and consumer buying behavior,
ushering in a revolution in shopping in India. This has also contributed to large-scale
investments in the real estate sector with major national and global players investing in
developing the infrastructure and construction of the retailing business.

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Growth Drivers:

Growth drivers in India for retail sector

 Rising incomes and improvements in infrastructure are enlarging consumer markets and
accelerating the convergence of consumer tastes.
 Liberalization of the Indian economy
 Increase in spending per capital Income.
 Advent of dual income families also helps in the growth of retail sector.
 Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc.
 Consumer preference for shopping in new environs

The Internet revolution is making the Indian consumer more accessible to the growing
influences of domestic and foreign retail chains. Reach of satellite T.V.

 Channels are helping in creating awareness about global products for local markets.
 About 47% of India's population is under the age of 20; and this will increase to 55% by
2015. This young population, which is technology-savvy, watch more than 50 TV
satellite channels, and display the highest propensity to spend, will immensely
contribute to the growth of the retail sector in the country.
 Availability of quality real estate and mall management practices
 Foreign companies' attraction to India is the billion-plus population.

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.

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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.

Challenges of Retailing in India


1. In India the Retailing industry has a long way to go, and to become a truly flourishing
industry, retailing needs to cross the following hurdles:
2. The first challenge facing the organized retail sector is the competition from
unorganized sector.
3. In retail sector, Automatic approval is not allowed for foreign investment.
4. Taxation, which favors small retail businesses.
5. Developed supply chain and integrated IT management is absent in retail sector.
6. Lack of trained work force.
7. Low skill level for retailing management.
8. Intrinsic complexity of retailing- rapid price changes, threat of product obsolescence
and low margins.
9. Organized retail sector has to pay huge taxes, which is negligible for small retail
business.
Many agencies have estimated differently about the size of organized retail market in
2010. The one thing that is common amongst these estimates is that Indian organized
retail market will be very big in 2010. The status of the retail industry will depend
mostly on external factors like Government regulations and policies and real estate
prices, besides the activities of retailers and demands of the customers also show impact
on retail industry.

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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 dents retail
sector growth.

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.

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.

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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 favor
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. 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.

Big retailers at loggerheads with MNCs over brands:

A serious conflict is brewing between Indian retailers and multinationals over imports of
global brands. To stay afloat in the dog-eat-dog world of retail, local retailers have reached
arrangements with overseas players to bring in some international brands, rattling many
MNCs who manufacture or market these products locally. In some cases, these brands have
not yet been introduced in India.

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Several major MNCs with a long presence in India are invoking the Intellectual Property
Rights (imported goods) Enforcement Rules 2007 to stop retailers from importing foreign
brands. Hindustan Unilever, L’Oreal, Lancôme Perfumes, Oakley Inc., Nivea and Mico have
already registered several brands with the Customs department. Sources said other MNCs are
expected to follow suit.

Market circles perceive this as a move to prevent Indian retailers from getting first access to
these brands. Some of the retailers are debating plans to legally contest the move, since they
possess a free sale certificate from the source of import. Retailers like Big Bazaar & Food
Bazaar, Reliance Retail, Spencer’s and Sankalp Retail (MyDollarStore), among others, have
begun importing sizeable consignments of leading consumer brands and their variants for
better fill rates, product variety and higher margins.

However, the multinationals are not amused, and claim that it leads to loss of business
opportunity, unfair competition and product cannibalization. The fundamental issue here,
according to analysts, is that the Indian arms of the leading FMCG companies would like to
control the way their brands are marketed and sold. They would also like to determine when
new products and variants of existing products should be introduced in India.

A key reason for retailers to step up imports is bottom lines. Profit margins on imported
products are around 20% more than local brands, where producers and retailers are at
loggerheads over sharing margins.

“We are concerned over issues like protecting the properties of our brands, including quality
and consumer perception. Such unplanned imports create brand confusion in the minds of
consumers, since the properties of an imported brand are completely different from the
domestic ones, which are localized to suit the specific region’s requirements. An unpleasant
experience may work against our brand,” said a high-ranking official in a leading
multinational, which makes personal care products.

Retailers claim they are creating ‘demand in advance’ for the multinationals, which would
otherwise have to invest heavily in marketing and ad spends to promote the brands. Analysts
say the developments are the natural effects of a globalized market that India is moving
towards, which upsets the conventional distribution and trade practices.

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CHAPTER 3: Competition in the


Wholesale & Retail Sector

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Chapter 3: State of Competition in the Wholesale and Retail Sector:

Introduction:

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 need for competition policy is recommended to guard against possible merger of the
giant firms in the department store and grocery sub sector. Any possible collusion between
the big firms could result to a monopolistic outcome.
The study observes that the apparent high price of pharmaceutical products is mainly
attributed to the manufacturing process, and not at the distribution of these goods. Hence, it is
recommended that a study analyzing the state of competitiveness of manufacturing
pharmaceutical products be conducted. Thing else that is timely, authentic Electronics retail
sector could get new competition

Types of Retailing:

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

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1. 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.

2. Departmental Store:

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

3. 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.

4. 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.

5. 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.

6. 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.

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Factory outlets are owned and operated by manufacturers and normally carry the
manufacturer's surplus, discontinued or irregular goods.
Example: Mikasa (dinnerware), Dexter (shoes)

Independent off-price retailers are owned & run by entrepreneurs or by divisions of larger
retail corporations.
Example: T.J.Maxx, Filene's Basement.

7. 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.
Example: Borders books & Music, IKEA.

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.
Example: Jewel & Osco stores.

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. Bulk display & minimum handling by store personnel with discounts offered to
customers who are willing to carry heavy appliances and furniture out of the store.

Emerging trends in Indian organized retail sector

BPO industry in India:


BPO (Business Process outsourcing) is one of the fastest growing segments of the
Information Technology Enabled Services (ITES) industry in India. Business Process

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Outsourcing refers to the delegation of one or more IT-intensive business process to an


external provider that in turn owns administers and manages the selected process based on
defined and measurable performance criteria. The Indian BPO industry is constantly growing
and a lot of fortune 500 companies are outsourcing services to India. There are several
reasons for India’s emergence as one of leading outsourcing destinations. India is very rich in
educated and talented human resource. India is one of the pioneers in software development.
India has an excellent technical facilities and infrastructure for setting up call centers. Time
zone difference between India and America has also worked to the advantage of Indian BPO
industry. India has an 8-12 hour time zone difference with respect to the US and other
developed markets. Most of the Indian cell centers servicing American customers have
timings between 5:30 pm to 9:30 am this time zone difference allows Indian companies
BPO’s to service American clients by working in the nights. last but not the least India has
huge pool of English speaking workforce that provides excellent voice based services at
extremely competitive costs resulting in huge savings for companies. Some of the leading
BPO companies in India are
 GE capital.
 Converges
 Wipro Spectra mind.
 Dell
 ICICI One Source

Inflation in India:

Inflation in India is at an acceptable level and remains much lower than in many other
developing countries. But off late prices of essential commodities such as food grain, edible
oil, vegetables etc. have risen sharply and in the process driving up the inflation rate.

Inflation is defined as a sustained increase in the general level of prices for goods and
services. It is measured as an annual percentage increase. As inflation rises the value of
currency goes down. The current rise in inflation has its roots in supply-side factors. There
was shortfall in domestic production vis-à-vis domestic demand and hardening of
international pieces, prices of primary commodities, mainly food items. Wheat, pulses, edible
oils, fruits and vegetables, and condiments and spices have been the major contributors to the

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A STUDY ON PROMOTIONAL STRATEGY AND CONSUMER SERVICE OF BIG BAZAAR

higher inflation rate of primary articles. The inflation was also accompanied by buoyant
growth of money and credit. While GDP growth zoomed to 9.0 per cent per annum, the board
money (M3) grew by more than 20 per cent.

Inflation is calculated on the bases of Wholesale Price Index (WPI) while in other countries it
is calculated on Consumer Price Index (CPI).

The emerging trends in the Indian organized retail sector would help the economic growth in
India.

There is a fantastic rise in the Indian organized retail sector in a very short period of time
between 2001 and 2006. Eventually, out of the shadows of the unorganized retail sector,
India has a chance of tremendous economic growth, both in India and abroad.

The emerging trends in the Indian organized retail sector are also adding up to the
development of the Indian organized retail sector. The relaxation by the government on
regulatory controls on foreign direct investments has added to the process of the growth of
the Indian organized retail sector.

The infrastructure of the retail sector will evolve radically in the recent future. The
emergences of shopping malls are increasing at a steady pace in the metros and there are
further plans of expansion which would lead to 150 new ones coming up in India by 2008. As
the count of super markets is going up much faster than rate of growth in retail sector, it is
taking the lion’s share in food trade.

The growth of the Indian organized retail sector is anticipated to be heavier than the growth
of the gross domestic product. Alterations in people's lifestyle, growth in income levels, and
encouraging conventions of demography are proving favorable for the new emerging trends
in the Indian organized retail sector.

The success of this retail sector would also lie in the degree of penetration into the lower
income strata to tap the possible customers in the lowest levels of society. The demands of
the buyers would also be enhanced by more access to credit facilities.

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With the arrival of the Transnational Companies (TNC), the Indian retail sector will undergo
a transformation. At present the Foreign Direct Investments (FDI) is not encouraged in the
Indian organized retail sector but once the TNC'S get in they inevitably try to oust their
Indian counterparts. This would be challenging to the retail sector in India.

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.

The hyper mart format would be further encouraged with the entry of the TNCs

Current Scenario:
 A glimpse of the International Retail
 One of the world's largest industries exceeding US$ 9 trillion
 47 global fortune companies & 25 of Asia's top 200 companies are retailers
 Dominated by developed countries
 US, EU & Japan constitute 80% of world retail sales.
 Biggest player in India is Pantaloon Retail India Limited.

Percentage of Organized Retail:


USA - 85%
Taiwan - 81%
Malaysia - 55%
Thailand - 40%
Brazil - 36%
Indonesia - 30%
Poland - 20%
China - 20%
India - 3%

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Key players:

The existing players like Big Bazaar, More Retail outlay, Vishal Mega Mart, Shoppers' Stop,
Pyramid are expanding to smaller towns and cities. Many other business houses are planning
to enter the retail sector either on their own or through partnerships. New entrants like
Reliance Retail Ltd and Wal-Mart are going to enter the market soon. Even rural areas will
provide a huge opportunity to be explored.

BIG BAZAAR

Type Public

Industry Retailing

Founded 2001

Headquarters Jogeshwari(E),Mumbai,

Maharashtra, India

Products Department store/

Hyper market

Employees More than 40000 people

Revenue 11000 crore(US$1.7 billion) crores


(in 2012)

Future Group
Parent

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Divisions ~214

Website http://www.pantaloonretail.in/busines
ses/big-bazaar.html

VISSION:
“TO EMERGE AS THE BEST AND THE MOST PROFITABLE RETAILER IN
INDIA”

MISSION:

"TO SPEARHED HIS COMPANY TO BE THE FINEST AND THE MOST


PREFERRED CHAIN IN RETAILING”

Board of Director:

Managing Director : Mr. Kishore Biyani

Whole time Director: - Mr. Gopikishan Biyani & Mr. Rakesh Biyani

Independent Director:-
Mrs. Veda Prakash Arya
Mr. Shailesh Haribhakti
Mr. S Doreswamy
Dr. D O Koshy
Mrs. Anju Poddar
Mrs. Bala Deshpande
Mr. Anil Harish

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CHAPTER 4: Company Profile

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Chapter 4: Company Profile

BIG BAZAAR

Introduction:

Big Bazaar is the largest hypermarket chain in India. As of June 2, 2012 there are 214 stores
across 90 cities and towns in India covering around 16 million square feet of retail space. Big
Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a
wide range of merchandise including fashion and apparels, food products, general
merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.

Big Bazaar by the Future Group was introduced in September 2001 with the opening of its
1st four stores in Kolkata, Indore, and Bengaluru &Hyderabad within a time period of 22
days.

Introduced by Kishore Biyani, Big Bazaar was launched for mainly fashion format selling
apparel, accessories, cosmetics and general merchandise. Over these years, the retail chain
has included in its portfolio a wide range of products and services, ranging from grocery to
electronics.

The current retail formats of the Future Group include Big Bazaar, Food Bazaar, Electronic
Bazaar and Furniture Bazaar. According to Kishore Biyani, the inspiration behind this entire

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retail format was from Saravana Stores, a local store in T. Nagar, Chennai. Big Bazaar is
popularly known as the ‘Indian Wal-Mart’ today.

In the second year of operations, Big Bazaar tied up with Indian banking giant ICICI Bank
and launched the Big Bazaar ICICI Bank Card. In the same year, the first Food Bazaar store
was also launched at High Street Phoenix mall in Mumbai, marking the retailer’s entry into
dedicated food retail.

In 2003, Big Bazaar made its foray into small towns and cities. The first store in this category
was launched that year in Nagpur. The franchise also welcomed its 10 millionth customer at
its new store in Gurgaon in the same year.

Over the next two years, Big Bazaar consolidated its position in the Indian retail landscape.
This phase of growth included the setting up of the Mumbai store in Lower Parle, which
registered a record Rs 10 million turnover in a single day on Diwali-eve in 2004. In 2005, the
first Big Bazaar Exchange Offer was launched, which has quickly gained popularity among
customers.

In 2006, further changes in loyalty marketing took place with the launch of the housewife-
centric credit card, Shakti. Jewelry store ‘Navaras’ was also launched that year within Big
Bazaar stores which became the first store-in-store concept to be launched by the brand.
Another dedicated retail format launched in 2006 is Furniture Bazaar.

In 2007, Big Bazaar partnered with a shopping portal Futurebazaar.com and expanded its
retail footprint to 50 stores.

The following year, 2008, witnessed by far the fastest growth in terms of retail expansion for
Big Bazaar, with the launch of the 101st store. Joining the league of India’s Super brands and
voted among the top ten service brands in the country by the Pitch-IMRB international
survey, Big Bazaar became much more than a household name. The year also saw the launch
of the Monthly Bachat Bazaar (Monthly Budget Market) campaign, which provided
significantly low prices and gave discounts on bulk purchases in the first week of the month.

Over the next two years, Big Bazaar carved its own niche in modern retail and became the
largest brand in the hypermarket format. Capturing one-third of the food and grocery market
in modern retail, celebrity endorsements and tie-ups with other brands allowed it to enhance
its retail footprint. In 2009, Big Bazaar won the CNBC Awaaz Consumer Awards for the
third consecutive year. It was adjudged the Most Preferred Multi Brand Food & Beverage

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Chain, Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop
Shop.

On successful completion of 10 years in the Indian retail industry, in 2011, Big Bazaar came
up a new logo with a new tag line: ‘Naye India Ka Bazaar’(New India’s Market), replacing
the earlier one: 'Isse Sasta Aur Accha Kahin Nahin' (Nothing is cheaper and better than here).

In 2012, Big Bazaar signed a multi-million dollar deal with Cognizant Technology Solutions
for the development of an IT infrastructure, encompassing Future Group’s entire network of
stores, warehousing and data centres.

Recently, Big Bazaar announced its plans to add more retail services to its portfolio such as
grinding, de-seeding and cutting of fruits and vegetables.

Big Bazaar stores are aimed at providing a local marketplace feel to the shoppers. They offer
a wide variety of household items including retail apparels, food products, general
merchandise, furniture, electronics, books, fast food, etc. Several stores also have leisure and
entertainment sections. The hypermarket chain crossed the 100 store mark in 2008.

Big Bazaar is part of Future Group, which also owns the Central Hypermarket, and is owned
through a wholly owned subsidiary of Pantaloon Retail India Limited, that is listed on Indian
stock exchanges.

Big Bazaar was launched in September, 2001 with the opening of its first four stores
in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there
are now 150 Big Bazaar stores in 80 cities and towns across India.

Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of
Pantaloon Retail. Though Big Bazaar was launched purely as a fashion format including
apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has
included a wide range of products and service offerings under their retail chain. The current
format includes Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar.

Most Big Bazaar stores are multi-level and are located in stand-alone buildings in city centers
as well as within shopping malls. These stores offer over 200,000 SKUs in a wide range of
categories led primarily by fashion and food products.

Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is now
present within every Big Bazaar as well as in independent locations. A typical Big Bazaar is
spread across around 50,000 square feet of retail space. While the larger metropolises have

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Big Bazaar Family centers measuring between 75,000 square feet and 160,000 square feet
Big Bazaar Express stores in smaller towns measure around 30,000 square feet.

Big Bazaar has the facility to purchase products online through its official web page, and
offers free shipping on some of their products.

Future Group:

Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to cater to
the entire Indian consumption space. The Future Group operates through six verticals: Future
Retail (encompassing all retail businesses), Future Capital (financial products and services),
and Future Brands (management of all brands owned or managed by group companies),
Future Space (management of retail real estate), Future Logistics (management of supply
chain and distribution) and Future Media (development and management of retail media).

Future Capital Holdings, the group's financial arm, focuses on asset management and
consumer finance. It manages two real estate investment funds (Horizon and Kshitij) and
consumer-related private equity fund, Indecision. It also plans to get into insurance, consumer
credit and other consumer-related financial products and services in the near future.

Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every Indian
Consumer in the most profitable manner." One of the core values at Future Group is,
'Indian’s' and its corporate credo is - Rewrite rules, Retain values.

Future Group Manifesto:

“Future” – the word which signifies optimism, growth, achievement, strength, beauty,
rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet
unwritten; create new opportunities and new successes. To strive for a glorious future brings
to us our strength, our ability to learn, unlearn and re-learn our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but create future scenarios
in the consumer space and facilitate consumption because consumption is development.

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Thereby, we will effect socio-economic development for our customers, employees,


shareholders, associates and partners.

Our customers will not just get what they need, but also get them where, how and when
they need.

We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it.

We will not just spot trends; we will set trends by marrying our understanding of the Indian
consumer to their needs of tomorrow.

It is this understanding that has helped us succeed. And it is this that will help us succeed in
the Future. We shall keep relearning. And in this process, do just one thing.

Big Bazaar is a chain of shopping malls in India currently with 29 outlets, owned by the
Pantaloon Group. It works on same the economy model as Wal-Mart and has had
considerable success in many Indian cities and small towns. The idea was pioneered by
entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd.

Big Bazaar stores in Metros have a gaming area and kids play area for entertainment.

Cities where stores are located are,

Agra, Ahmadabad, Allahabad, Ambala, Asansol, Bangalore, Bhubaneswar, Chennai,


Coimbatore,Palakkad, Kolkata, Delhi, Durgapur, Ghaziabad, Gurgaon,Hyderabad, Indore,
Lucknow,Kanpur, Mangalore, Mumbai, Nagpur, Nasik, Panipat, Pune, Rajkot, Surat, Thane,
Thiruvananthapuram, Vishakhapatnam.
Big Bazaar is not just another hypermarket. It caters to every need of customer’s family.
Where Big Bazaar scores over other stores is its value for money proposition for the Indian
customers.

At Big Bazaar, customer will definitely get the best products at the best prices -- that’s what
Big Bazaar 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 customer. And this

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A STUDY ON PROMOTIONAL STRATEGY AND CONSUMER SERVICE OF BIG BAZAAR

is just the beginning. Big Bazaar plans to add much more to complete customers shopping
experience.

Big Bazaar is a chain of shopping malls in India currently with 29 outlets, owned by the
Pantaloon Group. It works on it the economy model as Wal-Mart and has had considerable
success in many Indian cities and small towns. The idea was pioneered by entrepreneur
Kishore Biyani, the head of Pantaloon Retail India Ltd.

Big Bazaar stores in Metros have a gaming area and kids play area for entertainment.

Cities where stores are located are,

Agra, Ahmadabad, Allahabad, Ambala, Asansol, Bangalore, Bhubaneswar, Chennai,


Coimbatore,Palakkad, Kolkata, Delhi, Durgapur, Ghaziabad, Gurgaon,Hyderabad, Indore,
Lucknow,Kanpur, Mangalore, Mumbai, Nagpur, Nasik, Panipat, Pune, Rajkot, Surat, Thane,
Thiruvananthapuram, Vishakhapatnam.

Big Bazaar is not just another hypermarket. It caters to every need of customer’s family.
Where Big Bazaar scores over other stores is its value for money proposition for the Indian
customers.

At Big Bazaar, customer will definitely get the best products at the best prices -- that’s what
Big Bazaar 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 customer. And this
is just the beginning. Big Bazaar plans to add much more to complete customers shopping
experience.

Big Bazaar is a chain of shopping malls in India currently with 29 outlets, owned by the
Pantaloon Group. It works on it the economy model as Wal-Mart and has had considerable
success in many Indian cities and small towns. The idea was pioneered by entrepreneur
Kishore Biyani, the head of Pantaloon Retail India Ltd.
Big Bazaar stores in Metros have a gaming area and kids play area for entertainment.
Cities where stores are located at:-

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Agra, Ahmedabad , Allahabad, Ambala , Asansol, Bangalore, Bhubaneswar, Chennai,


Coimbatore, Palakkad, Kolkata, Delhi, Durgapur, Ghaziabad,
Gurgaon, Hyderabad, Indore, Lucknow, Kanpur, Mangalore, Mumbai,
Nagpur, Nasik, Panipat, Pune, Rajkot, Surat, Thane, Thiruvananthapuram, Vishakhapatnam,
etc.

Big Bazaar is not just another hypermarket. It caters to every need of customer’s family.
Where Big Bazaar scores over other stores is its value for money proposition for the Indian
customers.
At Big Bazaar, customer will definitely get the best products at the best prices -- that’s what
Big Bazaar 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 customer. And this
is just the beginning. Big Bazaar plans to add much more to complete customers shopping
experience.

Store study:

Big Bazaar
Location: Mulund West
Runwal Mall,
Opp. Richardson Cruddas Factory,
Mulund (West),
Mumbai, Maharashtra - 400080
Contact: (91)22-67550606

Description:
Men's Apparel, Women's Apparel, Jewelry, Home & Decor, Bags & Briefcases, Books,
Movies, Kitchen Appliances, Kitchenware, iPod & MP3 Players, Home Entertainment
Appliances, Washing Machine, Refrigerator, Iron, Air Conditioners, Coolers, Vacuum
Cleaners&, Toys & Games, Mobiles, Computers/Laptops, Cameras, Health Care Products,
Personal Grooming Products, Watches, Lingerie, Infant Wear, Geysers, Gift Vouchers.

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This store is of 1st floor. There are 21 departments in this store and 120 Human Resource
employed.
As this store is big enough with 21 departments has long product range and product depth.
Once a customer get inside the store he will find all kinds of products available that may be
Food item, Cosmetic, Electronic, Garments, Furniture etc.
Because of these features it has a very good reputation in that area and customers who are
residing far away and in other areas they also visit the store.

Departments with their Products:

1) Depot:
General books
Office stationary
Children stationary
Film VCD’s & DVD

Major Brands in this department:


For VCD’s & DVD’s:
Moser bear
T-series
Yash raj films,etc
For Office stationary:
Stick
Apsara
Kores
Fiber Castle
Depo exposes
Park
Cello
camel,etc

2) NBD (New Business Development):

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This is the department, which is introduced because the space is available in the store after
making arrangement for other department and this department consists of the products, which
are not introduced and are not regular goods.
Wrist Watches
Fashion Jewelry
Sunglasses
Auto accessories

Major Brands in this department:


For Wrist Watches:
Escort
Lumax

3) Mobile Bazaar:
All kinds of Handsets ranging from Rs. 1,000 and above of different companies
Mobile accessories
Cordles phones & land line phones.

Major Brands in this department:


Nokia
Sony Ericson
Motorola
Samsung
Beetal
Pacetel

4) Star Sitara:
Cosmetics
Fragrances
Herbals
Pharmaceuticals

Major Brands in this department:


For Fragrances:

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MKD distributors
G R fragrances
BCPL, etc.

5) Shringar:
Bangles
Jewelry sets
Bracelets
Hair Accessories
Bindies
Chains

6) Ladies Department:
Sarees
Dress materials
Under garments
Nightwears
Western wears

Major brands in this department:


Shila
Shristhi
Kalakruthi
MSIL

7) Men’s Department:
Formals (Shirts & Pants)
Casuals (Shirts & pants)
Party wears
Jeans T-Shirts
Others Accessories (Lungi Dhoti etc)
Fabrics (Cut pieces)
Suits & Blazers
Levi’s Signature garments

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Major brands in this department:


DJ & C
Ruff & Tuff
Levis
Night hood
Peter England

8) Furniture Department:
Dining Table
Bedroom Accessories
Hall accessories (Sofa sets, Chairs, Computer table etc)
Mattresses

9) Footwear Bazaar:
Sports Shoes
Formal Shoes
Casual Shoes
Men’s Sandals
Ladies Sandals, etc

Major brands in this department:


Reebok
Nike
Puma
Loto
Van hussain
Hallen solly
New balance

10) Home Décor:


Flower vase
Artificial Flowers
Religious gifts

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Candle stand
Umbrellas,etc

11) Home line:


Bed sheets
Pillows
Bed spreads
Brush
Towels
Yellow dust
Razai
Carpets
Cushion covers

Major brands in this department:


Riviera
Oriental
Orchid
Home collection
Home expression

12) Toys Dept.:


Soft toys
Educational toys
Board games, Action figures
Dolls

Major brands in this department:


Fun school
Venus
Mitashi
Creatives
United
Shadilal & Sons

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Flamingo

13) Kids department:

Boy’s section
T-Shirts, Trousers, jeans
Cotton shirts, Cargo, Cod raw
Ethic wears

Girls Section
Ethic wears
Co- ordinates
Cotton frocks

Major brands in this department


Disney
Pink And Blue
Power ranges
Promo

Infants
Jhablas
Vests
Bibs feedings

14) Electronic Bazaar:


Televisions
Sound System
Refrigerators
Washing machines
Microwave

Major Brands in this department:


Sony

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Philps
LG
HCL
IBM,etc

15) Luggage:
Travel bags
Trolleys
Bags: Schools, Collage Ladies purse
Suitcase, etc

Food Bazaar:

1) Beverages:
Soft drinks
Mineral water
Juices
Health drinks

2) Confectionaries:
All kinds of Chocolates & Confectionaries

3) Fruits & Vegetables.

4) Staples:
Dal, Rice, Atta, Rava items
Oil’s, Masala items
Dry fruits
Spicy items
Ready meals
Breakfast cereals

5) Process Dept:

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Health drinks
Ready to eat
Corn flaks, Chips
Instant mixes
Soups, Bread items, pickle
Spreads

Major brands in this department:


For Beverages:
Maaza
Slice
Bisleri
Cocacola
Pepsi
Thumps up
Apply

For confectionaries:
Dairy Milk
Nestle
Parle

For Staples:
Ashirwad
Pillsbury
Dhara
Sunflower

Non-food Dept:

6) Home care:
Phenyl, Detergents
Dish wash, Tissue papers, Scratch
Shoe cases, Fresh wrap.

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7) Personal care:
Soaps, toothpaste, Shampoo
Deodorants, Body spry
Baby food, Talcum powder
Men’s apparel

Major Brands in this department:


For Home care:
Lysole
HLL
Hymalaya
Nirma
For Personal care:
Colgate
Pepsodent
Parachute
Lux International

8) Plastics, Utensils, Crockery (PUC)

a) Plastics:
Buckets
Casseroles
Containers
Boxes
Flasks
Bowls
Jugs & sippers
Bottles & Mugs

Major brands in this department


Milton
Dream Line

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Cello
Poly set
Chetan

b) Utensils:
Plates, Bowls, Glasses
Steel Utensils
Non-stick Cookware’s
Kitchen tools
Tiffin Boxes
Knifes

c) Crockery:
Crockery cutlery
Table Materials / Napkins
Casseroles
Dinner sets
& Wine, Juice Glasses

Marketing Mix (4 p’s):

PRODUCT MIX

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PRICE MIX
 Value Pricing (EDLP)

 Promotional Pricing
 Low Interest Financing
 Psychological Discounting
 Special Event Pricing

 Differentiated Pricing
 Time Pricing

 Bundling

PLACE MIX

 Initially Identifies Future/Potential development areas.


 Acquire such areas at an early phase before the real estate value

 booms. Located at high traffic areas.

 Design to look crowded.

PROMOTION MIX

 “Saal Ke Sabse Saste 3 Din”

 Future Card(3%Discount)

 Advertising(Print ads, TV Ads, Radio)

 Brand Endorsement by M.S Dhoni & other big celebrities.

 Exchange Offer

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 Weekend Discount

 Point of Purchase Promotion

SWOT ANALYSIS

o Strengths
o Everyday low pricing
o Point of purchase
o Experience marketing team executive staff
o Emphasis on providing total customer satisfaction
o Variety of stuff under single roof
o Maintain good employee-employer relationship

o Weakness
o Failing revenue/sq.ft
o Unable to meet store targets
o Unavailability of popular brands

o Opportunities
o Population of country is growing where the scope of market is kept on
increasing for retail sector.
o Evolving consumer preference
o Organized retail presently nearly 5% in India. So it acts as great opportunities to
the organization for its growth

o Threats
o Competition from organized retail players which are in market and are
emerging.
o Competition from local retailers.

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CHAPTER 5: Customer Service

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Chapter 5: Customer Service with reference to BIG BAZAAR

Customer service is the provision of services to customers before, during and after a
purchase. According to Turban “Customer service is a series of activities designed to enhance
the level of customer satisfaction – that is, the feeling that a product or service has met the
customer expectation."

Its importance varies by product, industry and customer; defective or broken merchandise can
be exchanged, often only with a receipt and within a specified time frame. Big Bazaar will
often have a desk or counter devoted to dealing with returns, exchanges and complaints, or
will perform related functions at the point of sale; the perceived success of such interactions
being dependent on employees "who can adjust themselves to the personality of the guest,"

Customer service plays an important role in an organization's ability to generate income and
revenue. From that perspective, customer service should be included as part of an overall
approach to systematic improvement. A customer service experience can change the entire
perception a customer has of the organization.

Customer support is a range of customer services to assist customers in making cost effective
and correct use of a product. It includes assistance in planning, installation, training, trouble
shooting, maintenance, upgrading, and disposal of a product.

Objectives of Customer Services


 Provide customers and staff with clear standards and expectations
 Ensure all customer contact reaches an appropriate conclusion
 Minimize incidences of repeat contact
 Seek to provide a seamless service for customers
 Provide equal and easy access to our services at a time, place and channel that meet
the needs of residents, businesses and other stakeholders
 Cater for customer needs irrespective of age, gender, physical or financial ability,
ethnic origin, race, religion or geographical location
 Provide a prompt, courteous and knowledgeable response to all customer enquiries
 Equip our staff to provide customers with an excellent standard of service

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 Enable our customers to provide feedback easily, through complaints, customer


surveys, etc
 Use customer compliments, comments and complaints to drive improvements to
service
 Improve the speed, quality and consistency of response to enquiries by having our
information in a format that can be easily accessed

Customer Segmentation of Big Bazaar


 Big Bazaar target higher & upper middle class customers
 The large and growing young working population is a preferred customer segment
 Big Bazaar specially targets working women & home markets who are the primary
decision maker

Good customer service is the lifeblood of any business. You can offer promotions and
slash prices to bring in as many new customers as you want, but unless you can get
some of those customers to come back, your business won't be profitable for long.

Good customer service is all about bringing customers back. And about sending them away
happy - happy enough to pass positive feedback about your business along to others, who
may then try the product or service you offer for themselves and in their turn become repeat
customers.

Big bazaar uses 8 golden rules to deal with Customer Services.

 Answer the phone


 Don’t make promise unless you will keep them.
 Listen to your customer.
 Deal with complaints.
 Be helpful.
 Train your staff to be always helpful, courteous and knowledgeable.
 Take the extra step.
 Throw in something extra.

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Customer satisfaction in big bazaar

The degree of customer satisfaction you deliver determines the


level of long- term success you will achieve in business.”

Customer satisfaction their top priority

Don't just make sales. Create customers - satisfied customers. In addition to


the immediate profit they provide on the first sale, satisfied customers help
you build your business in 2 other important ways:

1. They become a reservoir of repeat buyers. For some businesses that


means repeat buyers for more of the same product or service. For every
business, it means buyers for additional products and services.

2. They automatically refer more business to you from their friends and business contacts.
This is highly profitable business for you because it doesn't cost you any time or money to
get it.

Customer services offered by Big Bazaar

 Online shopping: Big Bazaar has an official website, FutureBazaar.com, which is one
of the most favorite sites among people of India for online shopping. Future Bazaar is
an online business venture of Future Group, which sells an assortment of products suc
h as fashion, which includes merchandise for men and women, mobile accessories,
mobile handsets and electronics like home theatres, video cameras, digital camera,
LCD TVs, kitchen appliances and many more.
 Discounts: “Hfte ka sabse sasta din” was introduced by the Big Bazaar, wherein extra
and special discounts were offered on Wednesday every week, to attract the potential
buyers into their store.
 Security check: At each exit of Big Bazaar, they use alarm systems or Electronic
Article Surveillance system, which detects the products that has attached tags or not.

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Customer oriented Strategy

 Attracting & retaining customers.


 Uses Non-Traditional Strategy.
 Moving demo-trolley
 Used young population as strategic blessing.
 Attractive Design, interior & good atmosphere.

Competitors of Big Bazaar with regard to services

 Wal-Mart.
 Reliance.
 Shoppers stop.
 Vishal mega mart.
 Local retailers.

Big Bazaar targets to be achieved

 The aim is to increase the retail business to around 30 million square feet by 2011 as
compared to 8 million square feet of now
 To become a substantial part of every Indian’s wallet.
 To get across 30% of the population of entire nation which is now 8%
 To increase organized retail from 3% to at least 18-20% in next 2 years.

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CHAPTER 6: Future Plans

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Chapter 6: Future Plans of BIG BAZAAR

Future Group is planning to expand its flagship Big Bazaar’s high-margin apparel business
for a better future, the news reports said.

The Future Value Retail that operates the 165 hyper markets will adopt a dual strategy of
growing its apparel business known as Fashion Big Bazaar.

Meanwhile, it will grow as FVR opens additional Big Bazaar stores apart from adding the
standalone FBB stores. Parwan Sardah, Chief Marketing Officer of Future Group said,
“Apparel has always been an important part of Big Bazaar. We have recently started playing
up the fashion business as it promises better margins.”

Future Value Retail is a wholly-owned subsidiary of Pantaloon Retail (India) Ltd under
which its retail business, led by its format divisions, Big Bazaar and Food Bazaar operate.

There are 25 standalone FBB stores besides having a presence in the 165 Big Bazaar hyper
markets. Currently, FBB contributes 30% to Big Bazaar’s top line which is about Rs.7,350
crore for 2010-11. Meanwhile, for the same period the company’s borrowing limit stands at
Rs.2,702 crore.

Mr. Sardhah said, “We are looking at doubling the FBB stores and revenues over the next 12
months.” Standalone FBB stores will be smaller with average space of 15,000-25,000 sq
ft. FBB is targeting the similar consumer group that visits the Big Bazaar stores looking for
value-for-money deals.

Big Bazaar has added about 20 stores in the last one year and is also looking at similar
number this year.

Future Group is an Indian privately help company that runs chains of large discount
department stores and warehouse stores. The company has many businesses across retail,
financial and service industries.

23 APR 2012 Artika Shah

http://www.businessreviewindia.in/

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Organizational Structure (ZONE)

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STORE STRUCTURE:

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Big Bazaar on an expansion:


Countries leading retail chain Future Group is going for a major expansion of its Big Bazaar
chain of outlets, with the company planning to take the total number of stores to 150 by
June 2009.
Big Bazaar presently has 92 outlets across the country and has plans to add over 45 stores by
the end of June 2009, Future Group Director Rakesh Biyani said. Besides, the company is
also exploring for a 50:50 joint venture with International Group for its kidsWear segment.
"We are exploring various proposals and options to maximize our efficiency and operations,"
he said on the sidelines of the Pure & Play Retail Summit here. When asked About the media
reports regarding Future Group plans' to split the company into two specialized segment
consisting of front - end and back - end retail, Biyani refused to Comment on the issue.
"The company cannot comment on speculated stories run by sources. There is no official
Announcement or decision in this regards," Biyani said. He added that the company’s
expansion would be fully funded, with its own capital.

"The funding plans are being done by preferential allotment and we have already decided
about the amount," he said. Future Group is also starting its own ethnic women's
wear stores and the first one will start by August this year.

"A total ethnic in the women' wear category will come up in various cities and the stores
will be on 15,000-16,000 sq feet," Biyani added that the company is planning to grow by 15-
20 per cent in apparel wear and double its sales of ethnic women wear in the next few years.
The company is also looking for an increase of 50-55 per cent in its total sales over the next
five years.

Departmental Managers:

There are 24 departments in this store like Electronic dept, Depot dept, NBD dept, Mobile
Bazaar Dept, Star sitar Dept, PUC Dept, Ladies Dept, Men’s Dept, Furniture Dept, Footwear
Dept, and Home Décor Dept. Each department will be assigned with targets, which have to
be achieved within the assigned period that may be of Daily, Weekly, monthly and yearly.

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Each department has a department Manager & Assist DM. Their job is concerned mainly
with sales. They look after customer’s orders delivery post sale service if any etc. All Dept
managers ADM, Team members work under coordination & cooperation.
They are also responsible for the placing orders of the goods incase of shortage here they
have to send indent specifying the amount of products needed at the store. They have to
report periodically the performance of the department to the store manager.

1. Administration
Store administration comes under Store Manager its functions are store maintenance,
House Keeping, Security etc. Store manager has to control all the activities within the
store. He has to communicate all the departmental managers and assistance departmental
managers regarding any new offers, regarding their targets etc. Sore manager has to see
the operation at the store is being performed in coordination and cooperation he has to
communicate with the corporate office regarding any changes being applied at the store.

2. Information Technology
This department is responsible for the maintenance of the systems of the stores. All billing
machines their functioning networking with the master machine etc. If there is any problem
with the machine then this department comes into function.
3. Cashing Department
This department is responsible for the collection of sales amount i.e. cash sales, Credit sales,
etc under this department all billing machines of the stores comes. The sales amount collected
throughout the day by the cashier’s has to be submitted to this department.
4. Marketing
This department is responsible for the marketing of the store in different media like
Television, Newspaper, and Holdings etc. the authorized person has to visit different
companies and has to look after for tie-ups etc. The executives arranges rally’s
5. Visual Merchandise
This department is responsible for the product arrangement at the store with respect to
their nature. The basic function of this dept is it divides the store into several departments
based on the nature of the product and within the department it decides how the products
should be arranged by keeping in mind the customer should not suffer.

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6. Human Resource
Human Resource basically works for the welfare of the employees. It acts to organize the
manpower and work to increase productivity of the employees. Basically Human Resource
performs the functions of Recruitment, Hiring, Induction, Training and development,
Performance appraisal of the employees. Human Resource studies and involves in inter life
cycle of the employee from his joining the organization to till his end from the organization.
7. CSD (Customer Service Desk)
This is the separate unit, which is mainly focuses on customer service like if the customer
find difficulty in finding any product, Customer complaints any replacement, Customer
assistance etc.

Supply chain management:


Company’s supply chain was split into the broad categories of fashion, food and general
merchandise, leading to a more focused approach to businesses, improved service levels,
better customization of logistic and supply chain related needs, and finally deliverables.
Further, with new concepts and lines of business being included during the year, as well as
strategic alliances with other companies, the process of gradually integrating them have either
been completed or close to completion.
The existing supply chain design consists of a Master Distribution Centre (MDC) and city
warehouses upgraded to Regional Distribution Centers (RDCs) and additional Distribution
Centers (DCs). The company had one MDC and 16 RDCs and DCs
The company has also appointed leading international and domestic players in the warehouse
infrastructure and technology front.
The company also introduced the concept of reverse logistics that looks at setting up a process
to transfer finished goods from the consumption point to the point of origin.
This reduces wastage and can lead to significant cost savings. On the technology front, all the
existing MDCs, RDCs and DCs are live on SAP, thereby facilitating standardization, real
time data management and reporting, as well as optimum operational efficiencies.

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CHAPTER 7: RESEARCH
METHODOLOGY & DATA ANALYSIS

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Chapter 7: RESEARCH METHODOLOGY & DATA ANALYSIS

Methodology adopted for study

 Observe the working of various departments.


 Discussion with the executives, managers, employees
 Visiting & surfing websites of company Visiting & surfing websites of company
 Discussion with various customers.

Meaning

Research Methodology is a set of various methods to be followed to find out


various information’s regarding market strata of different products. Research
Methodology is required in every industry for acquiring knowledge of their
products.

Area of study

The study is exclusively done in the area of marketing. It is a process requiring care,
sophistication, experience, business judgment, and imagination for which there can be
no mechanical substitutes.

Sources of Data

 Primary Source
 Secondary Source

Primary Source- The primary data was collected by means of a survey. Questionnaires
were prepared and customers of the big bazaar at a branch were approached to fill up the
questionnaires. The questionnaire contains 12 questions which reflect on the type and
quality of services provided by the Big Bazaar to the customers. The response of the
customer is recorded on a grade scale of strongly disagree, disagree, uncertain, agree and
strongly agree for each question. The filled up information was later analyzed to obtain the
required interpretation and the findings.

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Secondary Source- In order to have a proper understanding of the customer service of Big
Bazaar a depth study was done from the various sources such as books, a lot of data is also
collected from the official websites of the Big bazaar and the articles from various search
engines like Google, yahoo search and answers.com.

RESEARCH DESIGN

The research design is exploratory till identification of customer services parameters. Later it
becomes descriptive when it comes to evaluating customer perception of customer service
and promotional activities of the big bazaar.

Descriptive research, also known as statistical research, describes data and


characteristics about the population or phenomenon being studied. Descriptive research
answers the questions who, what, where, when and how.

Although the data description is factual, accurate and systematic, the research cannot describe
what caused a situation. Thus, descriptive research cannot be used to create a causal
relationship, where one variable affects another. In other words, descriptive research can be
said to have a low requirement for internal validity.

The description is used for frequencies, averages and other statistical calculations. Often
the best approach, prior to writing descriptive research, is to conduct a survey
investigation. Qualitative research often has the aim of description and researchers may
follow-up with examinations of why the observations exist and what the implications of
the findings are.

RESEARCH SAMPLE

SAMPLING PLAN:
Since it is not possible to study whole universe, it becomes necessary to take sample from
the universe to know about its characteristics.

Sampling Units: Customers of Big bazaar. 

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Sample Technique: Random Sampling. 


Research Instrument: Structured Questionnaire. 

The work is a case of Big bazaar one of the Retail Sector industry together representing great
per cent of the market share of Indian retail sector. The survey was conducted in the city of
Mumbai (mulund) with two branches of big bazaar, with 100 customers as respondent.

RESEARCH LIMITATIONS

 The study is only for the big bazaar confined to a particular location and a very
small sample of respondents. Hence the findings cannot be treated as
representative of the entire retail industry.
 Respondents may give biased answers for the required data. Some of the
respondents did not like to respond.
 Respondents tried to escape some statements by simply answering “neither
agree nor disagree” to most of the statements. This was one of the most
important limitations faced, as it was difficult to analyze and come at a right
conclusion.
 In our study we have included 50 customers because of time limit.

Analysis and Interpretation (Survey Findings)

INFORMATION SEARCH AND EVALUATION PROCESS

1. Which of these you prefer for shopping?

Shopping preference category Preference (%)


Big Bazaar 72
Others 28

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Shopping preference

28 Big Bazaar

Others
72

Interpretation:
From the sample size of 100 samples, 72% of the respondent’s preference is Big Bazaar for
their shopping.

2. Through what media you came to know about big bazaar?

Marketing Media Percentage (%)


T V advertisement 53
Hoardings 12
Newspaper 18
Bus painting 17

Marketing Media Awareness percentage

Bus painting

Newspaper

Hoardings

T V advertisement

0 10 20 30 40 50 60

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Interpretation:
Among 100 respondents, 53% of people told that 1st they came to know through T V
advertisement and 12% of people told that through hoardings, 18% of them told that through
newspaper and finally 17% of them highly agree that through bus painting.

3. How do you feel services offered by Big Bazaar are?


Service Ratings Percentage
Excellent 18
Good 54
Average 29
can’t say 9

Service Ratings Percentage


60

50

40

30

20

10

0
Excellent Good Average can’t say

Interpretation:
Among the 100 respondents, 18% of people rate the service offered by Big Bazaar as
excellent, 54% as good, 29% as average, and 9% as can’t say.

4. Does big bazaar provides value for money?


Agree/Disagree Percentage
Yes 80
No 20

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Does big bazaar provides value for money?

20

Yes No

80

Interpretation:
Among the 100 respondents, 80% feels that Big Bazaar offers value for money and 20% feels
that Big Bazaar do not offers value for money.

5. How would you rate the store ambience?

Ambience Ratings Percentage


Excellent 30
Good 23
Average 46
Bad 1

Ambience Ratings

Bad

Average
Ambience Ratings
Good

Excellent

0 10 20 30 40 50

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Interpretation:
Among the 100 respondents, 30% of people rate the store ambience as excellent, 23% as
average, 46% as good and 1% as bad.

6. How would you rate the store cleanliness maintain?

Cleanliness Percentage

Excellent 34

Good 32

Average 32

Bad 2

Cleanliness

34
32 Excellent
Good
Average
Bad

32

Interpretation:
Among the 100 respondents, 34% people rate the cleanliness maintain in store as excellent,
32% as average, 32% as good and 2% as bad.

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7. How would you rate the billing process?

Billing process Percentage


Excellent 15
Good 36
Average 45
Bad 4

How would you rate the billing process?


50
45
40
35
30
25
20
15
10
5
0
Excellent Good Average Bad

Interpretation:
Among the 100 respondents, 15% people feels that billing process of Big Bazaar is excellent,
36% feels that it is average, 45% feels that it is good and 4% feels that it is bad.

8. What attracts you to buy products?

What attracts you to buy products Percentage


Offers 27
Service 14
Quality 32
Product Availability 10

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What attracts you to buy products

35

30

25

20

15

10

0
Offers Service Quality Product Availability

Interpretation:
Among the 100 respondents, 27% of them told that they are attracted towards big bazaar only
for the offers, 14% of them told that service and 32% of them told that quality and only 17%
of them told that due to availability of products and 10% for effective advertisement.

9. Are you satisfied with Big Bazaar’s customer services?

Are you satisfied with Big Bazaar’s customer Percentage


services?

Yes 86

No 14

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Are you satisfied with Big Bazaar’s customer


services?

14

Yes No

86

Interpretation:
Among 100 respondent, 86% of people are satisfied with Big Bazaar’s customer services
where as 14% are not satisfied.

10. Are staff members at Big Bazaar helpful?

Are staff members at Big Bazaar helpful? Percentage

Yes 76

No 24

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Are staff members at Big Bazaar helpful?

80

60

40

20

0
Yes No

Interpretation:
Among 100 respondent 76% of them told that staff members at Big Bazaar are helpful and
24% of them told that they are not helpful.

11. Would you advise others to shop at Big Bazaar?

Would you advise others to shop here? Percentage

Yes 80

No 20

Would you advise others to shop at Big


Bazaar?

20
Yes No

80

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Interpretation:
Among 100 respondents, 80% of people were interested to advise others for shop at Big
Bazaar and only 20% of them were not interested to advice.

12. How would you rate Big Bazaar overall?

How would you rate Big Bazaar overall? Percentage


Excellent 44
Good 22
Average 32
Bad 2

How would you rate Big Bazaar overall?


2

32
44
Excellent
Good
Average
Bad
22

Interpretation:
Among 100 respondents, 44% people rate Big Bazaar overall as excellent, 32% as average,
22% as good and 2% as bad

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CHAPTER 8: Conclusion

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Chapter 8: Conclusion

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.

As most of the retail industries did market research before entering into market. Same thing
was done by Big Bazaar. Location, market, consumer perception analysis was done by big
bazaar. And to retain customers they use many loyalty programs & IT techniques. Big bazaar,
a part of future group is a hypermarket offering a huge array of goods of good quality for all
at affordable prices. Big bazaar with over 214 outlets in different part of India is present in
both the metro cities as well as in small towns.

The consumer’s preferences are changing & they are moving from Traditional Kirana stores
to Modern Retail outlet. It’s 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.

Big bazaar can attract more customers by different variety and assortments. They can
improve customer satisfaction by providing home delivery services. Working environment is
good and also the various facilities are provided to increase the customer services. There exist
a healthy & strong relationship between employees and managers. The employees accept
their responsibility wholeheartedly and perform the services in well manner that satisfied the
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

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of the leading activity or unique among all other activities & has high influence on the
customer walk-in.

Recommendations

 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 TV 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.
 Advertising is the basic and most prominent tool to increase the awareness of product.
So, Big Bazaar should use this tool to increase their share in the market.
 Retail business is successful only when they have a good customer services. Customer
loyalty can only be gain by providing good or satisfied services to the customers.
 Most respondents take on the spot decision of buying different products because of
the various attractive products displays. So pretty combination with good services
should be done to retain customers.
 Quality plays a major role because most respondent said that they want a quality
product and that’s also the one of the reason for most of the respondents sticking to
particular brand.
 Customers are very price conscious they are having many options in the market. The
following steps should opt :-
o Should follow more of high low pricing rather than everyday low pricing
o Should go for a weekly coupon system as it holds more of the loyal customers.
o Should provide good customer services so that customer likes to visit again.
o There should be a proper assortment of various product categories.
o Proper training should be provided to the customer so that they can deal with
customer efficiently
o Various offers can be provided to them to attract new customers.
o Quality in product should be reached up to mark.

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FINDINGS OF THE REPORT

 Big Bazaar is undoubtedly number one retailer in India. It has built very emotional &
cordial relationship with its customers.
 They are also intending to build long term relationship with all its stakeholders which
are very essential for successful business venture.
 In order to attract customer they should provide good parking facility
 Cleanliness and hygienic environment is also the major concern for big bazaar.
Management needs to be focus on it.
 Store layout should also be developed in an efficient manner so that customer can get
things easily.
 According to research I found that most of the people were affected & attracted with
Offers and schemes. So, Big Bazaar should employ those people who are well trained
to provide Information to customer regarding new things to enhance its customer
services.
 Consumers choose malls to shop because they all want variety and brands. According
to Customers it is economical as compared to other places.
 We can also say that location, variety conveniences and economical products are not
the only things which attract the customer but good customer service is one of the
crucial factors that attract customers.

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CHAPTER 9: QUESTIONNAIRE
& Bibliography

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Chapter 9: QUESTIONNAIRE & Bibliography

QUESTIONNAIRE

Respected Sir/Madam
I am a student of S.I.E.S. COLLEGE OF ARTS, SCIENCE AND COMMERCE,
conducting survey on “big bazaar”. All the data will be kept confidential and will be used
just for analysis of the project. I request you to tick the option which in your opinion believes
to be true.

Name:
Age:

1. Which of these you prefer for shopping?

Big Bazaar Others

2. Through what media you came to know about big bazaar?

T V advt Hoardings Newspaper Bus painting

3. How do you feel services offered by Big Bazaar are?

Excellent Good Average can’t say

4. Does big bazaar provides value for money?

Yes No

5. How would you rate the store ambience?

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A STUDY ON PROMOTIONAL STRATEGY AND CONSUMER SERVICE OF BIG BAZAAR

Excellent Good Average Bad

6. How would you rate the store cleanliness maintain?

Excellent Good Average Bad

7. How would you rate the billing process?

Excellent Good Average Bad

8. What attracts you to buy products?

Offers Service Quality Product availability

9. Are you satisfied with Big Bazaar’s customer services?

Yes No

10. Are staff members at Big Bazaar helpful?

Yes No

11. Would you advise others to shop at Big Bazaar?

Yes No

12. How would you rate Big Bazaar overall?

Excellent Good Average Bad

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A STUDY ON PROMOTIONAL STRATEGY AND CONSUMER SERVICE OF BIG BAZAAR

Bibliography

 Reference Books

 Marketing Management : Philip Kotler (Pearson education, 12th edition)


 Retail Management : Berman B & Envas jr. (10th edition)
 Research Methodology : Cooper and Schindler(8th edition)
 Marketing Research : Naresh Malhotra (5th edition)
 Service Marketing : M.K Rampal (New delhi,2009)

 Journals And Magazines


Business World

Business Today

Webliography:

www.bigbazaar.com

www.pantaloon.com

www.futuregroup.com

www.timesofindia.com

retailseminar.in

organizedretail.co.in

bigbazaar.futurebazaar.com

retailnu.wordpress.com

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