RESEARCH PROJECT REPORT

ON

ANALYSIS OF PROMOTIONAL STARTEGIES OF BIG BAZAAR

AND SPENCER

UNDER THE GUIDANCE OF

MR. HARI MOHAN SAXENA

HEAD OF DEPARTMENT

DEPARTMENT OF BUSINESS MANAGEMENT

SHERWOOD COLLEGE OF MANAGEMENT

Submitted in the partial fulfillment for the award of

Masters of Business Administration Degree

from Dr. APJ Abdul Kalam Technical University, Lucknow.

SUBMITTED BY

AVINASH PATHAK

1706170006

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SHERWOOD COLLEGE OF MANAGEMENT, LUCKNOW

2017-2019

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 PREFACE

Research projects an important component of education at Sherwood College of Management. It

is an attempt to bridge the gap between the academic institution and the corporate world. It

provides us an opportunity to apply the concepts learnt in real life situations.

The Research report helps us in exploring our skills and capabilities. This internship program

makes a mark of hard work, sincerity, knowledge and ethics on the host organization. It would

also be a great learning experience since it enables us to apply theory to practice and observe and

learn the current trends in the market.

It provides an opportunity for us to satisfy our inquisitiveness about corporate, provides exposure

to technical skills, and helps us to acquire social skills by being in constant interaction with the

professionals of other organizations.

It helps us in developing a network, which will be useful in enhancing in career prospects. This

will help to gain a deeper understanding of the work, culture, deadlines, pressures etc. of an

organization.

Thus, it helps to develop the qualities of a Manager by involving teamwork, goal orientation and

managing interpersonal relationships and by creating awareness about strengths and weaknesses

in the work environment.

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 ACKNOWLEDGEMENT

It is my pleasant duty to offer my service acknowledgement to those honorable personalities of

the department who have been a constant source of help and encouragement in carrying out this

project. First of all I would like to thank the College authorities to Dr. K. K. Mishra (Director-

Sherwood College of Management), Mr. Hari Mohan Saxena (Head of Department of MBA-

Sherwood College of Management) and all faculty coordinator for giving me a chance to prove

my mettle in the field of the internship project which I have been able to bring to a logical

conclusion for providing me the opportunity to work with one of the most prestigious

organization.

I have furthermore to thank my company guide Mr. Subhash Gupta (Branch Manager) &

Mr. Prashant Tripath (Marketing Manager) of Times of India. Who were gave and

confirmed this permission and encouraged me to go ahead with my project.

This project would not have been completed without friendly efforts of the all the concerned

authorities. Also this project enables me to have the know-how of the effectiveness & working

of the team spirit. Its web like structure helps me to have added potential in myself to adjust

easily to the tens & result oriented environment of the organization. . I have furthermore to

thanks to God for being human and give this opportunity.

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 EXECUTIVE SUMMARY

Title of Project : ANALYSIS OF PROMOTIONAL STARTEGIES OF BIG

BAZAAR AND SPENCER

This project was really a challenge for me but I learned a lot while preparing this project

basically comparison between Big Bazaar and Spencer who were providing better service to the

customer.

This project high lightens the marketing strategies adopted by both the companies for their

services. This project also highlights the product promotion make aware the customers about the

product. The project deals with the various aspects of marketing strategy and sales. New

marketing strategy mean that creating new market area, developing the new relation, doing new

promotion and advertising is done in relation to the 4 P’s of marketing that is Product, Price,

Place and Promotion. There exist some opportunity in the marketing activity done by the both

companies in the past. The new marketing strategy of the company will develop the quick

facility to the customers for better services.

My topic of study is “ANALYSIS OF PROMOTIONAL STARTEGIES OF BIG BAZAAR

AND SPENCER” compared the Big Bazaar and spencer’s promotional aspects of features, new

products, modern look, cheap price, luxurious interior design, during the conducting of event

show in entire area of the city.

INTRODUCTION

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Marketing strategies in simple terms are the complete and unbeatable plans designed specifically

for attaining the marketing objectives of the firm. Marketing can be called as a game plan for

achieving its goals. Strategy choice will depend on whether the firm or the marketer plays the

following roles:

 Market leader

 A challenger

 A follower

 A niche

The identification of objectives, both in quantitative and qualitative terms, is an essential

backdrop to strategy formulation. Goals have a quality and time frame attached to them. These

are typically spelt out in terms of financial return, market share, market presence, etc. Thus, the

concept of market oriented strategic planning arises with the link between the products the

manufacturer is dealing in and the market conditions. In this direction, our study deals only with

the marketing strategies i.e. promotional strategies of the Ford automotives.

Objective of Study

MAIN OBJECTIVE:

Comparative study of BIG BAZAAR with SPENCER.

SUB OBJECTIVES:

The analysis has revealed inter alia the following information:

 Segment wise prospective customers.

 Preferred buying options.

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RESEARCH METHODOLOGY:

The systematic and Objective process of gathering, recording and analyzing

data for aid in making business decision or finding solution of business problems.

The task of marketing (business) research is to generate accurate information

for use in decision making.

Research Process:

Every research project has order of sequence of activity. In this project, these

are main activities (stages).

Research type: Descriptive research

Method used: By use of secondary data only from Research Journals, Magazine &

Websites

Procedure: went in colleges, cyber cafe and libraries .

Stage (3) Planning for sample: Students who know English.

Sample size: Zero

Source of Data: Primary data & secondary data

 Primary Data: getting by survey

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  Secondary Data: colleges, cyber cafe and libraries

 Research Instrument: Journals, Magazine & Websites

FINDINGS

CONCLUSION

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TABLE OF CONTENET

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vii
 INTRODUCTION

COMPANY PROFILE

SPENCER’S RETAIL

Spencer's Retail is a chain of retail stores based in Kolkata, West Bengal. Spencer's is based on

the 'Food First' Format (it mainly offers fresh and packaged food). Many outlets though sport

multiple formats for retailing food, apparel, fashion, electronics, lifestyle products, music and

books. It is owned by the RPG Group, a major business house.

HISTORY

Since 1863, Spencer’s has been a part of the Indian retail landscape. At one time, the Spencer’s

Empire stretched from Peshawar to Cochin, from Karachi to Chittagong, spanning the length and

width of undivided India. Originally owned by a British gentleman – yes, there was a Mr.

Spencer (John William Spencer, to be precise) – it acquired Indian ownership in the 1960s, and

became part of the RPG Group in 1989. In 1995, RPG Enterprises, the flagship company of the

RPG Group, launched 'Foodworld' as a joint venture with Hong-Kong based Dairy Farm

International. The joint venture, which operated supermarkets under thename 'Foodworld' and

hypermarkets under the name 'Giant', was terminated in 2006. RPG retained 48 of the 93 stores it

owned. These were re-furbished and their launch under the brand name, Spencer’s, kicked off a

new phase in both the history of the Spencer’s brand, and retail in India. Since inception

Spencer’s has been a consumer-centric brand, constantly innovating, pioneering formats,

evolving over time but always keeping consumer needs and satisfaction center-stage. Back in

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1920, we were the first grocery chain in India. In 1980, we became the first supermarket chain,

and in 2001, we introduced India to the joys of hypermarket shopping. What has remained

unchanged for 150 years is the trust that the Spencer’s brand evokes. To the consumer, it carries

the promise of innovation, quality, and service; the confidence that they will always be able to

find a Spencer’s store at a convenient location; that it will have a pleasant ambience; and that it

will offer a wide range of products at affordable prices.

FORMATS

As a pioneer in organized food retailing in India, the modern-day Spencer’s Retail started

operations back in the early 1990s in South India. Today, it has over 135 stores spread across

over 40 cities in India.

Spencer’s operates 2 distinct retail formats:

Convenience stores: These are neighborhood stores that cater to the daily and weekly top-up

shopping needs of consumers. Ranging from 1,500 to 15,000 sq. ft. in size, they stock an

assortment of fruits and vegetables, food and non-food FMCG products, staples and frozen

foods. The larger of these stores, having a floor area of more than 10,000 sq., usually also offer a

selected range of baked goodies, frozen foods, personal and home care products, baby care

essentials, basicwear, and electrical equipment.

Hypermarkets: Spencer's hypermarkets are megastores that combine a supermarket with a

department store. Ranging from 15,000 sq. ft to over 50,000 sq. ft. in size, they stock a wide and

deep assortment of food, fashion, home and personal care, general merchandise, electrical and

electronics, staples, frozen foods, and specialty sections, all under one roof.

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Despite having two distinct formats, Spencer’s brand ethos is evident in all it’s stores, and it's

positioning remains constant.

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DIFFERENTIATORS

Spencer’s has chosen to differentiate by establishing itself as the preferred shopping destination

for young customers looking for a range of quality products that allows them to indulge in a

global lifestyle, yet at affordable prices. It’s brand image of - Makes Fine Living Affordable

stands - testimony to this philosophy. From daily to weekly to specialty shopping, Spencer’s

strives to fulfill every need and provide maximum convenience.

Specifically, the following distinguish the Spencer’s brand and create a memorable all-

encompassing shopping experience for its shoppers:

Products – Spencer’s offers the widest assortment of food and lifestyle (fashion, home,

entertainment), dealing both, with brands and private labels. It has different special sections

within its hypermarkets to delight the customer

Quality – Quality is a major reason why Spencer’s is well-regard by its shoppers. Spencer’s lays

a huge emphasis on all-round quality in products, stores, service standards, and customer

engagement programs. It’s “Quality since 1863” tagline has stood the test of time.

Heritage – Spencer’s is India’s oldest retailer tracing its roots back to1863. The brand has many

firsts to its credits.

Innovations/Specialty – In Spencer’s hypermarkets, the shopper can find specialty sections such

as a live bakery, the patisserie, a nut’s counter, a dedicated wine & liquor section, and

Epicuisine.

Promotions – Spencer’s seek to offer the right products at the right time at the right price, with

promotions carefully designed to suit the needs and wants of the consumers monthly, weekly and

daily shopping basket.

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Brand Imagery – Spencer’s stores have contemporary and international interiors, and it's

extensively trained staff strive to make customers feel at home while they shop, with a

welcoming and trusted attitude.

AMBIENCE

Throughout its long history, Spencer’s has been a recognized and respected player in the Indian

grocery business, and is synonymous with quality goods and services, trusted by India’s

exploding population of the upwardly mobile middle class.

Spencer’s has continually helped reshape the retail landscape in India, introducing a host of

innovations to make shopping an even more convenient and enjoyable activity for the consumer,

by creating an ambience that the consumer appreciates.

DESIGN PHILOSOPHY

Spencer’s designs its stores so as to deliver its brand promise in a sophisticated manner, thereby

differentiating itself from competition. Over the years, Spencer’s has built a loyal customer base

and a strong brand equity because of this.

Central to the retail design strategy is it’s unique brand positioning of ‘Makes Fine Living

Affordable,’ derived from its consumers’ transition from a price-conscious purchaser to a global-

minded, well-travelled citizen of the world who is looking out for authentic international flavors

and experiences. Spencer’s has consequently evolved from being just another grocery retailer to

being a world-class hypermarket retailer.

Its philosophy translates to every element in the store:

 Storefront Design – The store entrance resembles that of an entrance arch, leading in the

shopper to a world that is welcoming and exciting

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  Interior Design – To ensure that shoppers enjoy a warm, friendly ambience with an

upscale look and feel, the interiors are carefully chosen based upon the specific location

of the store. The stores have color-corrected lighting, carefully selected veneers and

textures that complement the color palette of the brand, thereby creating a fresh, cheerful,

and expansive feel.

 Shopfit Design – The emphasis is on attractive, space-efficient, and low-maintenance

presentation of modern, international goods alongside local products. The stores strive to

drive product experiences through hubs.

 Graphics & Signage - Shopping at Spencer’s is a visual treat, enhanced by “Heritage

boards” that tell the Spencer’s history, curved signage featuring the signature “Makes

Fine Living Affordable” tagline, and category-specific color arches suspended over zones

and departments to provide visual relief and act as navigational aids.

VISUAL MERCHANDISING INITIATIVES

At Spencer’s, visual merchandising is taken very seriously, with the objective of using theatre

and edutainment to depict Spencer’s as a retailer which ‘Makes Fine Living Affordable’.

This is evident in the hotspots and focal points dispersed around the store, which carry thematic

product displays to welcome shoppers and give them the opportunity to absorb the ambience that

constitutes a ‘fine living” experience, before continuing their journey of exploration through the

stores.

It also extends to the presentation of merchandise in a store. Category-specific color-coding

allows easy navigation, while visual metaphors of “farm-fresh” and “Fine Living” drive home its

brand promise. Models of seafood, meats, breads, and cheese highlight the fish &meat and

delicatessen section.

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OWN BRANDS

Spencer’s own brands, commonly referred to as private label, offer a wide range of products

ranging from food to personal care to fashion to home utility items. Spencer’s Smart Choice,

Tasty Wonders, Clean Home and Maroon are some of its own brands which host a varied choice

that caters to the need of a modern household.

The Spencer’s own brands cover a lot of articles in the food space, including rice, pulses, whole

spices, dry fruits and nuts, sauces, instant noodles, breakfast cereals, honey, breads, beverage,

wafers, pickles, jams and cookies. Spencer’s is mindful of catering to local tastes, and therefore

its vegetable and fruit pickles are customized to regional flavors as well. It’s personal care range

includes items such as face wipes, tissues, baby needs, and hand wash, while its home care range

includes detergents, dishwashing soaps, toilet cleaners and floor cleaners. Maroon is another of

its own brands, which provides premium home care solutions. From cooking to serving, Maroon

is your complete kitchen partner. Its assortment includes premium storage and kitchen utensils,

beautifully designed melamine ware, and foil wraps. There are also smart backpacks and

convenient travel accessories that Spencer’s sells through its private label brands.

In the fashion and apparel space, Spencer’s offers both contemporary and classic looks through

its own brands, which cater to casualwear, loungewear, leisurewear, formal-wear, and

accessories such as leather items, casual jewelry and footwear. Some of the popular private label

brands are Island Monks, Mark Nicolas, Asankhya, Scorez, La Bonita and Island Monks Kids.

Overall, the Spencer’s private brand ties into its positioning of Makes Fine Living Affordable,

and therefore all the products are conveniently priced and promise great quality.

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WHAT SPENCER SELLS

FOOD

Being a modern retailer, Spencer’s offers the widest variety and assortment of food choices from

all parts of India and across the world. The assortment is best suited for shoppers who are

willing to try out different cuisines.

Choice is available from the widest and freshest variety of fruits and vegetables, processed and

ready to eat food, exotic range of foods, staples, beverages, meal solutions, nuts, poultry, dairy,

savories and snacks, spices and condiments and everything that one may choose to taste during

the day.

A wide assortment for breakfast solutions, easy to cook or ready to eat meal solutions, regular or

diet food, organic assortment, the best of worlds cheeses, deli and cuisines hailing from all parts

of the world is available under one roof at Spencer’s

FRUITS & VEGETABLES: Together with our specially selected suppliers and food producers,

we're committed to providing you the freshest and best quality of fruits and vegetables in both

regular and exotic variants. We ensure that the produce is sourced responsibly and is of the

highest quality.

STAPLES: A wide range of staple products are

available at all our stores offering the best selection of

grains and pulses which are used daily in Indian

households. Cooking oils such as vegetable, soya, olive,

canola, mustard and other cooking oils used commonly

in various households are also available at Spencer’s.

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The merchandise mix offers regular as well premium quality produce and is perfectly suited for

everyday cooking.

BEVERAGES: Hot / cold we offer a wide variety of packaged coffees, tea, fruit and vegetable

juices, lemonade, sparkling water, soft drinks, milk shakes, health drinks and supplements etc. all

in the beverage section of our stores.

PROCESSED FOOD: Being a modern retailer, we offer a huge range and assortment of

processed foods in our stores. This section ranges from packaged ready-to-eat cuisines to foods

such as biscuits, wafers, chocolates, snacks, savories and ready-to-cook foods, such as noodles,

fries, sausages etc.

DAIRY: Dairy products are a must for a healthy lifestyle. Spencer’s brings to you a wide

selection of milk, curd, sweetened and flavored dairy products, delectable cheeses, butter, ghee,

cottage cheese etc. all freshly packed for consumption in the dairy chillers at every store.

FISH & MEAT: Spencer’s has a dedicated space to sell fresh non-vegetarian items, be it the

finest pre-packaged cold cuts or fresh seafood – right from live tanks in-store.

SPICES & CONDIMENTS: India is a country renowned for its exotic and a wide variety of

spices that starkly differ from each

other in terms of nature and use in

the various cuisines hailing from the

different regions. Spencer’s brings

the world together in the spices

section where we offer carefully

chosen spices and condiments from

across the country and the world. From the flavorsome ‘Garam Masala’ of north Indian cuisine

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to the tangy ‘vinegars and soya sauce’ of Chinese cooking to ‘oregano and basil’ seasonings,

typical of Italian cuisine Spencer’s has it all.

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PERSONAL CARE

Look good and feel good with Spencer’s at the personal care section which offers solutions to all

your beauty and personal hygiene needs. This section offers a wide range of national and

international products that is of utmost importance for a healthy and youthful lifestyle.

BEAUTY: Highlight your best features with the great range of beauty products available at

Spencer’s beauty counters. We offer the best choices in eyeliners, kohl, lip color, nail art and

other beauty products that accentuates your beauty. Whether you choose to stand out amongst all

or seamlessly gel with the masses our make-up and beauty products will help you look good at

all times.

SKIN CARE: You skin is the most vital organ of your body… Pamper it with the exclusive skin

care range available at Spencer’s stores. From face wash to body wash, astringents to talcum

powder, moisturizing to sun protection solutions, fairness to anti-wrinkle solutions, soaps,

deodorants, perfumes and lip care. Spencer’s is a one stop shop for all your skin care needs.

HAIR CARE: From regular hair care solutions to salon like intensive hair care solutions,

Spencer’s brings to its shoppers a wide variety of shampoos, conditioners, oils, masks, serums ,

gels , hair color and other products perfectly suited for your kind of hair.

ORAL CARE: A wide range and variety of toothbrushes, toothpastes for regular and sensitive

use, mouth wash and other oral care products are available at all Spencer’s stores.

BABY CARE: We know that your baby deserves

utmost care …therefore we offer carefully chosen

baby care products for your little one. From

talcum powders to soaps, shampoos, diapers,

feeding bottles etc. we offer a host of baby care

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products in our stores.

MEN’S GROOMING: Look your smartest best with our choicest men’s grooming products.

We understand that you require quality products at affordable prices for your daily grooming

needs… hence we bring to you a whole range of shaving and hygiene products and equipments

in our stores.

PERSONAL HYGIENE: Beauty is incomplete without personal hygiene. Our stores offer a

wide range and variety of personal hygiene products such as sanitary napkins, hair removal

equipments, ear buds, balms, contraceptives, bandages, foot care / spa products etc that are

essential for regular needs.

HOME

HOME DÉCOR: Give your home the makeover you want. Step into a Spencer’s store and be

prepared to be wowed by our collection of Home décor products for your living room, dining

and bedrooms. From minimalistic to ultra-modern, our wide variety of Home and General

merchandise will cater to the very look you’re after. Utility furnitures – sofa sets, bean bags,

closets and cabinets, center and side tables, wardrobes, study table, ironing tables – you will find

them all under one roof.

HOME FURNISHINGS: Add a

dash of colour to every room of

your house. Choose from an

array of attractive designs and

patterns to fill your home with

brightness and smiles. With a

wide range of bed-sheets, bed

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covers, pillows, pillow covers, cushions, door and window curtains and table cloths at truly

affordable prices, we give you a combination that is hard to beat.

BATHROOM ESSENTIALS: Turn your bathroom into a truly alluring space with our

collection of cleaning and bathing articles. Make a splash with our beautiful bathroom curtains

and look your best after every shower with our toiletry sets. Add function with curtain rods,

hangers and clips, and keep your family germ-free with our range of floor cleaners and

disinfectants. Choose from a variety of cleaning brushes, mops, phenols, scrubs, bins, phenyls

and tissues – a one-stop shop for all your bathing needs.

KITCHEN ESSENTIALS: Make every meal memorable with top quality non stick utensils,

stoves and pressure cookers. You will find the finest cutlery sets, chopping boards, knives and

scissors, and all utilitarian products required in your kitchen. Keep your kitchen clean with a

selection of towels, wipes and scrubs, and our collection of colorful water bottles, hot pots,

containers in all sizes, tiffin boxes, plastic and earthen ware promise to keep your food warm and

nutritious.

DINING ESSENTIALS: We bring fine dining experience to your home with our exquisite

collection of glassware, melamine ware, bone china and steel, and microwave safe dinner sets.

Choose from our range of tea sets to enjoy your morning tea and find the glass set of your choice

to make your evenings special.

TRAVEL NEEDS: Travel in style with a wide variety of luggage bags and backpacks on offer.

Our laptop bags will ensure you mean business in meetings, and choose from a fun range of

school bags for your kids.

TOYS & STATIONERY: Pamper your children with our collection of soft toys, games,

puzzles, plastic toys and dolls, and nurture the budding sportsman in your child with the perfect

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sports equipment. Keep their creative juices flowing with our range of pens, glue sticks, copy

books, crayons and sketch pens. With several stationery items to choose from for your office

needs, you and your children will leave Spencer’s with a smile on your faces.

ELECTRONICS & ELECTRICALS

At Spencer’s, we strive to be the perfect companion for your home in this digital age. Walk into

one of our stores and browse over an array of home, kitchen and other electrical and electronic

appliances needed in every household today. From the latest in technology to the choicest of

brands, we make your life simpler and safer.

HOME APPLIANCES: Equip your home with the latest and best of home appliances such as

refrigerators, washing machines, air conditioners, coolers, heaters, microwave ovens, vacuum

cleaners, geysers, irons and every other electronic product that you are looking for. From modern

looking to retro chic, we have the perfect gizmo that suits your palette. And with a number of

brands to choose from at unmatched prices, you won’t need to go anywhere else.

KITCHEN APPLIANCES: Be prepared to be bowled over by our collection of kitchen

appliances. From food processors, mixer-grinder-juicers, hand blenders, induction cookers, rice

cookers, coffee makers, electric kettles, roti-makers, toasters to various other equipments, we

have everything you need. Pay us a visit and all you’ll need to do after is sit back and enjoy a

delicious meal at home, prepared in no time.

ELECTRICAL FITTINGS &

ACCESSORIES: Hazard-proof your

home with our range of electrical

fittings and accessories, ranging from

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extension cords, plug points, energy saving lights, fans and batteries, essential for your daily

needs. Our Hypermarket is also the perfect place to pick up personal grooming products like

shavers and trimmers, epilators, massagers, hair dryers, flat irons and curlers.

DIGITAL EQUIPMENTS & ACCESSORIES: Bring out the professional in you with the

latest that the tech world has to offer, from mobile phones to tablets, laptops, netbooks,

computers and accessories. Explore your creative talent and never miss a moment with a host of

digital equipment such as SLR cameras and digicams, handycams and a host of imaging

accessories like camera covers/bags and tripods on offer.

FASHION & ACCESSORIES

It’s time to create some space in your wardrobe! Shop till you drop at our fashion and

accessories section and walk out with a transformed look. At Spencer’s you will find something

for everyone, from trendy casual wear to sharp formals to elegant ethnic wear. Our wide range of

accessories and footwear will complete your ensemble.

MEN’S CASUAL: Increase your cool quotient with our fresh new range of men’s casuals that’s

contemporary and comfortable. Our collection of smart t-shirts, trendy denims, comfy shorts and

snazzy pants are available in an array of colours. Whether it is the weekend look you’re after or

dressing up for a college fest, you can pick and choose the combination that brings out your

casual best.

MEN’S OFFICE WEAR: Jazz up your office wardrobe with a visit to our office wear section.

Our all new range of smart formals is just ideal to get noticed at your workplace. Look your

sharpest at that big meeting with our collection of shirts and trousers. Our unique combination of

colors and designs at truly affordable prices will make you stand out from the crowd.

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WOMEN’S CASUAL: Make your own style statement with our all new range of trendy

casuals. Choose from a variety of options for the perfect look. There is so much to choose from

for all the pretty women out there. They are bright, they are colorful, they are you .
WOMEN’S ETHNIC: Make your days colorful with our range of kurtis, churidars, patiyalas

and dupattas. Mix and match your way to the perfect combination of your choice, and become

the life of a traditional gathering with a new fashion statement.

INNERWEAR: Fresh and relaxing, our collection of innerwear for both men and women

promises to keep you in comfort throughout the day. We offer a wide range of underwear in the

finest of fabrics with the utmost wearing comfort for an unbelievably reasonable value.

ACCESSORIES: Add to the look that you desire with our vast and exclusive collection of

fashion accessories that is tailor-made to suit your choice. Pick from our collection of ladies

bags, jewelry, sunglasses, handkerchiefs, men’s belts and wallets to complete your ensemble.

FOOTWEAR: Walk the walk with our exquisite collection of footwear for both men and

women. Choose from a plethora of designs that’s both comfortable and affordable.

SPECIALITIES

ORGANIC FOOD: Health and well-being is an integral part of Spencer’s stores. Choose from a

wide range of fresh fruits and vegetables, packaged staples, tea, spices etc. grown without

harmful chemicals and pesticides available at all Spencer’s stores. We take pride in being one of

the first retailers in modern trade to introduce organic food products in our stores to encourage

healthy living amongst shoppers.

DIET FOOD: Attention calorie conscious shoppers! You can chose from a wide variant of sugar-free,

gluten-free, low calorie food and other health supplements for your health / workout regimen at your

nearest Spencer’s stores.

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PET FOOD: A wide variety of pet food and accessories are available at select hyper stores that

cater to the needs of your pets.

BABY FOOD: Feed your baby with wholesome baby foods which are easy to digest and great

to taste from the great array of infant and baby food choices present in Spencer’s stores.

NUTS & DRY FOODS: Indulge in the wide and exotic spread of nuts, dry fruits and spices in

the ‘Nutty Delights’ section at Spencer’s Hypers. Choose from over 120 varieties of nuts and dry

fruits, spices and mouth fresheners sourced from across the world.

PARTY DELIGHT: We

offer everything that you

need for a party at home…Be

it’s a birthday celebration, a

kitty party, an anniversary

celebration or just any party.

Whatever be the occasion,

Spencer’s offers a variety of

merchandise for all party needs. From disposable cups, plates and tissues to birthday cakes,

candles, décor and props… visit your nearest Spencer’s store for all your party needs!

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WHAT SPENCER DOES DIFFERENTLY

PATISSERIE

Spencer’s Patisserie is a LIVE

Bakery offering simple,

specialty and exotic range of

freshly made bakery and

confectionery items. The

recipes are authentic, gathered

from the best ones from all

across the world, including Indian favorites. Our patisseries are present as a shop-in-shop in

Hyper stores.

The concept is a first-of-its-kind in Hypermarkets with its open see-through kitchen. The concept

is a result of a of customer insight research which emphasized on two things

- A daily need gap of fresh and daily breads and cakes

- Low customer confidence on the existing brands which actually claimed freshness and healthy

recipes but the product experience never seemed so

Thus was born the Innovative Spencer’s Patisserie which swore on freshness, hygiene and

healthy eating and sought to infuse customer confidence by opening up the entire process of

bread and cake making to the consumers. At the Patisserie, one can see and learn the preparation

process of these items, right from Measuring, Mixing, Sifting, Dough-making, Proofing, Baking

,Cooling, Packing and Garnishing., executed by expert chefs. Precision and Hygiene are of

paramount importance and a matter of strict adherence since we deal in perishable products. The

team working in the kitchen and serving the customers, are trained in Health and Hygiene

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practices by an external panel of subject matter experts. Regular adherence is ensured by an

internal quality management team who are equally skilled in the art of cleanliness and

knowledgeable of relevant world-class standards.

The products are an ideal mix of simple, specialty and exotic varieties from all across the world,

including Indian favorites. Be it Focaccia-the Italian flat bread, Baguette-the French classic,

Spicy Salsa Picante Bread-the Mexican twist, Masala Bread-pure Indian, White Bread-the simple

one, Multigrain & Whole Wheat Bread-for the health conscious are some of the breads. Hot

Puffs, the dry fruit cakes, Exotic cookies, mouth-watering cakes and pastries like Blueberry

Cheese Cake, Trio of Chocolate, and Black Forest cater to all.

GOURMET

A wide range of freshly cut fruits, ready to drink fresh fruit and vegetable juices, salads, soups

and chats are available for healthy snacking options for our shoppers. We offer a powerhouse of

vitamins and anti-oxidants in our carefully selected snacking solutions such as 'Beetroot chat’,

'ChapattiBhel’, mixed sprout chats, Caesar, Greek and Coleslaw salads etc. The best of world’s

Cheeses, choicest of processed meat and desserts from 7 countries, live bakery providing the best

range of pastries and munchies are all available under one roof at Spencer’s Flagship stores.

Spencer’s Gourmet offers a wide range and assortment of gourmet breads, biscuits, beverages,

chocolates, chilled & frozen, cheese, cold-cuts, convenience foods, exotic and organic fresh

fruits and vegetables, pastas and noodles, oils and vinegars. There are more than 2500 products

including a wide variety of cheese, several variants of chilled and frozen, different types of

beverages, various kinds of pasta and noodles, about and array of vegetarian and non-vegetarian

convenience foods etc. The products serve as ingredients to cuisines of Thailand, China,

Indonesia, America, Chile, Argentina, Italy, France, Spain, Sri Lanka and UK to name a few.

19
WINE & LIQUORS

Spencer’s Wine & Liquor stores

which are present as shop-in-

shop outlets within our hyper

stores offer the widest

repertoire of wine and spirits

from around the world,

available within the

convenience of a retail outlet. Select wines, handpicked liqueurs and the best collection of rum,

beer and whiskey enjoy the esteemed patronage of our consumers. Some of the best brands

available in the shop-in-shop are

Malts –Glenmorangie La Santa, Talisker, Cardhu, Ardbeg, Glenlivet, Dalmore Cigar Malt

Blended Scotches – JW Black Label, Chivas Regal, Ballantines, Whyte and Mackay 13

Imported Vodka – Absolut (Blue and Flavors), Pinky , Stolichnaya, Ciroc, Belvedere, Chopin

Liqueurs –SambuccaVaccari, Bailey’s Irish Cream, Tia Maria, Kahlua

Wines - Cape Mentelle Cabernet Merlot,Jacob’s Creek Chardonnay Reserve, Sula Astrica

Torrontes, Green Point Shiraz, Cloudy Bay Chardonnay, Casa Lapostelle Merlot, Moet &

Chandon Brut Imperial Champagne, Dom Perignon Cuvee Champagne, Jacobs Creek Range,

Nine Hills range of Wines and a wide range of Zampa wines

Indian & Imported beer such as Stella, Becks, Corona, Heineken, Carlsberg, Budweiser, Leffe,

Hoe Garden.

20
EPICUISINE

Present in select hyper stores only, 'Epicuisine’ is the latest innovation introduced for shoppers.

The term is an amalgamation of the word 'Epicure’ and 'cuisine’ and is perfectly suited to

describe its offerings… Cuisines from across the world on one table, ready for consumption or

meal solutions for cooking convenience. An array of meal solutions hailing from 10 countries all

ready to eat / cook namely Indian, Chinese, Thai, Japanese, Continental, Italian, Spanish,

Mexican, Lebanese and Moroccan, will tantalize the taste buds of our well-travelled /

aspirational shoppers.

NUTTY DELIGHTS

This section is sure to delight you… with an array of more than 100 varieties of exotic nuts, dry

fruits and spices sourced from across the world, the nutty delights section present in most hyper

stores gives you a touch and feel experience of the product before you purchase it. Not just that

… you can taste them too. Introduced in 2013, our collection of nuts and dry fruits is sure to

impress you.

21
 BIG BAZAAR

Theoretical Perspective

Retailing

The Indian consumer could well be crowned King with all economic indicators in the right place.

Queuing up for the coronation ceremony are a multitude of global companies that are looking at

India as the next consumer market powerhouse. And it seems to be the retail sector that will give

the desi consumer royal status.

In this study I will try to find out the present scenario of retail market in India. This project will

give focus on the global scene to retail industry and what will drive the growth of industry in the

future.

22
Retailing is the final step in the distribution of merchandise, the last link in supply chain –

connecting the bulk procedures of commodities to the final consumers.

Retailing in India is thoroughly unorganized. There is no supply chain management perspective.

According to a survey b y AT Kearney, an overwhelming proportion of the Rs. 400,000 crore

retail market is UNORGANISED. In fact, only a Rs. 20,000 crore segment of the market is

organized.

From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to Rs. 160,000

crore by 2005. The TOTAL retail market, however, as indicated above will grow 20 per cent

annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore by 2005

A study by McKinsey points out that India's market for consumer goods can reach a w $450

billion by 2011 - making it one of the five largest in the world. Further, KPMG in a recent report

titled `Consumer Markets in India - the next big thing?' has said: "India represents an economic

opportunity on a massive scale, both as a global base and a domestic market." The report,

however, finds that the next leap in the growth of the consumer market will be spearheaded by

the changing dynamics of the retail sector. "Companies expect that the next cycle of change in

Indian consumer markets will be the arrival of foreign players in consumer retailing. Although

FDI remains highly restricted in retailing, most companies believe that will not be for long," says

Deepankar Sanwalka, Executive Director and Head - Consumer Markets, KPMG India.

FDI in retail has once again begun to appear imminent following Prime Minister Manmohan

Singh's recent interview to McKinsey, in which he expressed confidence that he would be able to

get the Left parties on board on the matter. KPMG is in fact going ahead with its plans to

23
conduct a series of five roadshows in the US and a few countries in Europe to hold discussions

about the opportunities in India's consumer markets, especially in retail. And the numbers do

lend credence to the enthusiasm.

The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the retail

market in India will grow from $394 billion in 2005 to $608.9 billion in 2009. In fact, KPMG

finds that the organised retail sector in India is expected to grow at a higher rate than GDP

growth in the next five years, driven by changing lifestyles, strong income growth and

favourable demographic patterns. According to EIU, India currently has more than five million

retails outlets, out of which 96 per cent are smaller than 500 sq. ft. But this scenario is changing

fast. The structure of retailing is developing rapidly with malls becoming iLucknoweasingly

common in large cities, and development plans being projected at 150 new shopping malls by

2008.

Emerging trends in organized retailing

Over the last five years, a number of large business groups such as Tata’s, RPG, Raheja’s and

Piramal’s has set up stores/malls and built businesses within retail. Thesem include the Rs1.9bn

Food World - a leading supermarket chain set up by RPG; the Raheja’s Rs1.8bn Shopper’s Stop

- a multi-brand departmental outlet and the Crossroads Mall set up by the Piramal’s. While many

of these initiatives were initially driven by the need to use existing real estate, they are beginning

to assume the contours of a serious business today.

24
Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel retail to

grocery and convenience stores. Suitability of location, optimal utilization of real estate,

diversifying business to reduce reliance on the commodity nature of fuel retail business and

improve margins are the key factors that has lead fuel majors to

enter into the retailing.

Also, existing family owned businesses are expanding their businesses. The more successful of

them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year old Chennai based

chain selling consumer durables and Narula’s - the food chain in North India.

Interestingly, manufacturers are also looking for forward integration and are building chains

around brands. Brands in apparel, footwear and durables have driven the growth of specialty

chains and upgraded existing multi-brand outlet.

Theme for a mall

25
Although the retail sector in India highly fragmented and consists predominantly of small,

independent, owner-managed shops, it happens to be the country's second largest employer after

agriculture. The country is currently witnessing a boom in retailing, thanks mainly on account of

an iLucknowease in the disposable incomes of middle and upper-middle class households.

More and more corporate houses, including large real estate companies, are now entering the

retail business directly or indirectly. One sign of the modernization of Indian retailing is the rapid

growth in the number of speciality malls and theme malls. The Piramals, Tatas, Rahejas, ITC, S.

Kumar's, RPG Enterprises, Aerens, Omaxe and mega retailers like Crosswords, Shopper's Stop

and Pantaloon have taken the lead in organised retailing.

26
Emergence of specialty retailing

Though organised retailing is still at a nascent stage - accounting for only around two per cent of

the $180 billion retail market in India - it is likely to touch 10 per cent by the end of this decade.

Four product categories have led the organised retailing wave: foods, apparel, lifestyle products,

consumer durables and electronics. In recent times, several theme malls such as Gold Souk

(jewellery malls), Wedding Mall, Electronic Mall, Auto Mall, etc catering to specific needs and

occasions have been completed or announced.

Many top developers are now toying with the idea of developing speciality malls. Speciality

malls are already a success in the West, whereas the concept is in its infancy in India. One could

venture so far as to say speciality and theme based retailing will drive the growth of organized

retailing in India.

ORGAINSED RETAILING

Organised retailing got a leg up during 2004 with the opening of new format stores, rapid growth

of existing players, start-up of new-generation shopping malls, the Government's intention of

allowing a certain level of foreign direct investment in retail and the formation of a retailers'

association. With consumer sentiment positive during most of 2004, it led to substantial spending

across a number of categories such as consumer durables, clothing and lifestyle, automobiles and

telecom products. At the beginning of this decade, organised retailing accounted for a mere $2.9

billion in India. This is only 1.25 per cent of the estimated total retail market. This share has

27
already grown to 2 per cent.Growth projections for retail business vary widely. Some studies

estimate that by 2007, the share of organised retail in the retail pie will jump three times to reach

5-6 per cent.

Retail in India largest industry accounting for over 10% of the country GDP and around 8% of

the employment. Retail industry in India is at the cross road. It has emerged as one of the most

dynamic and fast paced industries with several player entering the market. The future is

promising the market is growing government policies are becoming more favorable and

emerging technology and facilitating operations.

Some key facts retail in Indialargest industry accounting for over 10% of the country GDP and

around 8% of the employment.

The market size of Indian retail industry is about US $ 312 billion.

28
 Indian consumption cosmos

During past decades private final consumption expenditure has been the key driver economic

growth in India.

29
 fashion
accessories
5.5%
Telephone consumer
1.8% durable 4%

Enterainm furniture
ent 7.9% 3.4%
consumption
spending
$350 billion

Health,
Fashion beauty &
9.5% pharama
3.8%

Book &
food 62%
music 1.1

The headquartered in Mumbai the company operates over 12 million square feet of retail space

as over one thousand stores across 71 cities in India and employees over 35,000 people.

The companies leading formats include Pantaloons a chain of fashion outlet, Big bazaar,

uniquely Indian hypermarket chain, food Bazaar a supermarket chain blends he look, touch and

feel of Indian Bazaars with aspects of modern retail like choice convenience and quality and

control a chain of seamless destination malls.

FUTURE GROUP

30
Future group, led its founder & group CEO Mr. Kishore Biyani is one of India leading business

house with multiple business spanning across the consumption space. While retail firm the core

business activity of future group, group subsidiaries are present in consumer finance, capital,

insurance, brand development & entertainment. The first set of Big bazaar store open in 2001 in

Kolkata, Hyderabad and Bangalore.

A layout chart of Big bazaar located at Indralok

LAYOUT INDEX

1. HELP DESK

2. KIDS ACCESSORIES

3. JACKETS

4. BABA SUITS

5. LADIES TOPS

6. TRIAL ROOM

7. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART, SECTION

DESCRIPTION)

8. WOOLEN CLOTHS FOR KIDS

9. WINTER WEAR

10. KIDS CASUAL WEAR

11. KIDS JEANS AND SHORTS

31
12. INFANT SHIRTS AND T-SHIRTS

13. MEN ACCESSORIES – SUNGLASSES, WRIST WATCHES ETC

14. SOFT TOYS

15. HOME DECORATIVE ITEMS

16. MUSIC COUNTER

17. LADIES ETHINIC

18. LADIES WESTERN

19. LADIES FORMALS(OFFICE WEAR)

20. LADIES ACCESSORIES – LINGERIES

21. LADIES PERFUMERIES

22. LADIES COSMETICS

23. LUGGAGE

24. FOOTWEAR

25. SPORTS

26. SCHEME BASED PROMOTIONAL ITEMS

27. CASH COUNTER

28. HOME FURNISHING (CURTAIN CLOTHS, CARPETS)

29. MEN FORMAL SHIRTS

30. MEN TROUSERS

31. MEN SUITS AND BLAZERS

32. MEN FABRICS

33.MEN ETHINICS

32
 DESCRIPTION

HELP DESK – As you can see from the layout, the Help Desk is located in a place where

everyone has their first sight that is in front of the entrance. This shows that when a person enters

in to big bazaar it can get all information about the stores of big bazaar from the person sitting in

the help desk. Help Desk uses paging service as a tool for the convenience of its employees and

customers.

KIDS SECTION – The kids section is located just at the left corner of the entrance of big

bazaar. In the kid’s section kid’s accessories like diapers, trolleys, suckers, water bottles are

available in one part. Kid’s jackets and baba suits are available in another part. Kids casual wear

(jeans and shorts) are placed in one part of it and infant shirts & t-shirts are also placed in

another part. In this section the pillars are used for displaying information like size chart and

section description. The apparels are available at a price of Rs59 onwards.

MENS SECTION – Next to it is the men’s section that is in the center. It is divided in to

five parts. At one part men formal shirts are available. In other parts men trousers, suits and

blazers, fabrics and ethnics are available respectively. Here the price ranges from a minimum of

Rs99 to Rs899.

33
LADIES SECTION – Next to it is the ladies section that is in the extreme right side. The

ladies section is segregated in to seven parts. Ladies section starts from ladies ethnics, ladies

western wear, ladies formals (office wear), ladies accessories – lingerie’s, ladies perfumeries,

and ladies cosmetics respectively. Here the price of the apparel ranges from Rs99 to Rs1000

approx.

Promotional scheme– With an add on to the above products there are various other products

which are available with a promotional scheme. The various products under this scheme includes

girl t-shirts, infant winter wear etc.

Non-Promotional scheme – There are various other products available without any

promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids night wear, kids

salwar suits etc.

Sports Store – At the extreme corner there is a sports store where various kinds of sport items

are available.

Food Bazaar – The food bazaar is in the 1st floor of the building. Various kinds of food items,

fruits and vegetables are available there. Sitting arrangements are well made so that people can

sit and take tea, coffee or snacks or any other food item and can relax.

Cash Counter – The cash counter is located just near the exit

34
 BOARD OF DIRECTORS

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group

Chief Executive Officer of Future Group.

Mr. Gopikishan Biyani, Wholetime Director

Gopikishan Biyani, is a commerce graduate and has more than twenty years of experience in the

textile business.

Mr. Rakesh Biyani, Wholetime Director

Rakesh Biyani, is a commerce graduate and has been actively involved in category management;

retail stores operations, IT and exports. He has been instrumental in the implementation of the

various new retail formats.

Mr. Ved Prakash Arya, Director

Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute of

Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus.

Mr. Shailesh Haribhakti, Independent Director

35
Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified Internal

Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and

past president of Indian merchant Chambers. He is on the Board of several Public Limited

Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc.

He is on the Board of Company since June 1, 1999.

Mr. S Doreswamy, Independent Director

S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India and serves

on the board of DSP Merrill Lynch Trustee Co and Ceat Limited

Dr. D O Koshy, Independent Director

D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute of Design

(NID), Ahmedabad. He has over 24 years of rich experience in the textiles and garment industry

and was instrumental in the setting up of NIFT centres in Delhi, Chennai and Bangalore. He is a

renowned consultant specializing in international marketing and apparel retail management.

Ms. Anju Poddar, Independent Director

Anju Poddar, holds a Bachelor of Engineering from University of Oklahoma and is a Director,

NIFT, Hyderabad chapter. She also serves on the board of Maharishi Commerce Ltd and Samay

Books Ltd,

Ms. Bala Deshpande, Independent Director

36
Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the

boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League Clothing

Ltd,

Mr. Anil Harish, Independent Director

Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM from

University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd Bank

and Hinduja TMT,

Major Milestones

 1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser,

India’s first formal trouser brand.

 1991 Launch of BARE, the Indian jeans brand.

 1992 Initial public offer (IPO) was made in the month of May.

 1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across

the nation. The company starts the distribution of branded garments through multi-brand retail

outlets across the nation.

 1995 John Miller –Formal shirt brand launched.

 1997 Pantaloons – India’s family store launched in Kolkata.

 2001 Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain launched.

 2002 Food Bazaar, the supermarket chain is launched.

37
  2004 Central – ‘Shop, Eat, Celebrate in the Heart of Our City’ - India’s first seamless mall is

launched in Bangalore.

 2005 Fashion Station - the popular fashion chain is launched

 2006 Future Capital Holdings, the company’s financial arm launches real estate funds Kshitij and

Horizon and private equity fund In division. Plans forays into insurance and consumer credit.

Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, EZone, Depot

and futurebazaar.com are launched across the nation. Group enters into joint venture

agreements with ETAM Group and Generali.

 2007- future group cross $1 billion mark.

 2008- future group holding becomes the second group company to make a successful initial

public offering in the Indian capital market.

Future Group

Future Group is one of the country’s leading business groups present in retail, asset management,

consumer finance, insurance, retail media, retail spaces and logistics. Future Group is present in

61 cities and 65 rural locations. The group’s flagship company, Pantaloon Retail (India) Limited

operates over 10,000,000 square feet (930,000 m2) of retail space, has over 1,000 stores and

employs over 30,000 people. Some of its leading retail formats include Pantaloons, Big Bazaar,

Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format

www.futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future Generali India, Indus League

Clothing and Galaxy Entertainment which manages Sports Bar, Brew Bar and Bowling Co.

38
Future Capital Holdings, the group’s financial arm, focuses on asset management and consumer

credit. It manages assets worth over $1 billion that are being invested in developing retail real

estate and consumer-related brands and hotels.

The group’s joint venture partners include Italian insurance major Generali, French retailer

ETAM group, US-based stationary products retailer Staples Inc and UK-based Lee Cooper and

India-based Talwalkar’s, Blue Foods and Liberty Shoes.

Future Group’s vision is to, “Deliver Everything, Everywhere, Everytime to Every Indian

Consumer in the most profitable manner.” The group considers ‘Indian-ness’ as a core value and

its corporate credo is - Rewrite rules, Retain values.

MAJOR INDIAN RETAILERS

The low-intensity entry of the diversified Mahindra Group into retail is unique because it

plans to focus on lifestyle products. The Mahindra group is the fourth large Indian business

group to enter the business of retail after Reliance Industries Ltd, the Aditya Birla Group, and

Bharti Enterprises Ltd. The other three groups are focusing either on perishables and groceries,

or a range of products, or both.

RPG Retail-Formats: Music World, Books & Beyond, Spencer’s Hyper, Spencer’s Super,

Daily & Fresh

PantaloonRetail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station,

Brand Factory, Depot, aLL, E-Zone etc.

39
The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark, and Titan

Industries with World of Titans showrooms, Tanishq outlets, Chroma.

K Raheja Corp Group-Formats: Shoppers’ Stop, Crossword, Hyper City, In orbit

Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International Franchise brand

stores.

Pyramid Retail-Formats: Pyramid Megastore, TruMart

Nilgiri’s-Formats: Nilgiri's’ supermarket chain

Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.

Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain

Vishal Retail Group-Formats: Vishal Mega Mart

BPCL-Formats: In & Out

Reliance Retail-Formats: Reliance Fresh

Reliance ADAG Retail-Format: Reliance World

German Metro Cash & Carry

Shoprite Holdings-Formats: Shoprite Hyper

LITERATUREREVIEW

BY SOUMEN CHATTERJEE

Unique customer perception (UCP): According to soumen, Unique Customer Perception is

what is required by companies instead of Unique Selling Proposition. It is ultimately that

customer look for satisfaction based on the picture of perception derived from various sources. If

these perceptions of customer can be analyzed then promotion would be easier for customer

40
centric marketing. This has lead to the concept - “Customer Perception is the Rule and not

Customer Satisfaction”.

HUAWEI

Satisfy customers perception is the biggest challenge:In meeting customers' requirements and

measuring customers' satisfaction indexes, customer perception should be definitely a key

consideration. Qualified services in the operation execution layer, technical management layer

and business development layer are necessary.It is more important to understand customer

expectations and make efforts to exceed their expectations.In customer satisfaction management,

the biggest challenge is customer perception management, or customer perception

satisfaction.The major characteristics of service is intangible, hence the core value of services is

not like a physical product but the spiritual experience and perception of customers.The final aim

and ideal effect of service provisioning is to have customers perceive and enjoy the service. Such

perception is both at psychological and behavior levels, and it is the contents of high quality life

in the modern society. Customers are seeking for material deliverables as well as perceptive

enjoyment when purchasing a service product. Since perceptive enjoyment is a vital service

objective, one of the key service management objectives shall be meeting customers' perceptive

enjoyment.

41
ORGANIZATIONAL CHART

42
Big Bazaar: Is se sasta aur acha kahin nahin
43
Big bazaar is the company’s foray into the world of hypermarket discount stores, the first of its

kind in India. Price and the wide array of products are the USP’s in Big Bazaar. Close to two

lakh products are available under one roof at prices lower by 2 to 60 per cent over the

corresponding market prices. The high quality of service, good ambience, implicit guarantees

and continuous discount programmes have helped in changing the face of the Indian retailing

industry. A leading foreign broking house compared the rush at Big Bazaar to that of a local

suburban train.

44
Food Bazaar – Wholesale prices

Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and International

supermarket atmosphere with the objective of giving the customer all the advantages of Quality,

Range and Price associated with large format stores and also the comfort to See, Touch and Feel

the products. The company has recently launched an aggressive private label programme with its

own brands of tea, salt, spices, pulses, jams, ketchups etc. With unbeatable prices and vast

variety (there are 42 varieties of rice on sale), Food Bazaar has proved to be a hit with customers

all over the country.

Big Bazaar

Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and which work

on Wal-Mart type economies of scale. They have had considerable success in many Indian cities

and small towns. Big Bazaar provides quality items but at an affordable price. It is a very

innovative idea and this hypermarket has almost anything under one roof….Apparel, Footwear,

Toys, Household Appliances and more. The ambience and customer care adds on to the shopping

experience.

45
Is Se Sasta Aur Accha Kahin Nahin !!

What's in store for you at Big Bazaar?

1,70,000 products at 6- 60 % discount.

At Big Bazaar, you will get : A wide range of products at 6 – 60 % lower than the corresponding

market price, coupled with an international shopping experience.

If you deal in the categories mentioned there's a big deal of success

for you.

Products available in Big bazaar

Apparel and Accessories for Men, Women and Children.

Baby Accessories. Toys

Luggage
Cosmetics Home Textiles
Linens
Crockery Home Needs
Sarees
Dress Materials Suiting & Shirting Household Appliances
Stationery
Electrical Accessories Household Plastics
Utensils & Utilities
Electronics Hardware

Footwear Home Decor

Food Bazaar’score concept is to create a blend of a typical Indian Bazaar and International

supermarket atmosphere with the objective of giving the customer all the advantages of Quality,

46
Range and Price associated with large format stores and also the comfort to See, Touch and Feel

the products.

'FOOD BAZAAR'a division of Pantaloon Retail India Ltd is a chain of large supermarkets

with a difference. It was flagged off in April'02.With store sizes ranging from 8,000 sq ft to

15,000 sq. ft. in Mumbai (two stores), Kolkata, Bangalore & Hyderabad, it is opening more

stores at Gurgaon (Delhi), New Bombay & Nagpur. It currently caters to over 1.2 million

customers every day across 4 outlets in India and is soon set to expand and double this figure

across 8 outlets all over the country by June 2003.

Food Bazaar offers the Indian consumer the best of Western and Indian values. The western

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

the Indian values of "See- Touch- Feel" are offered through the “Mandi” atmosphere created by

displaying staples out in the open, all at very economical and affordable prices without any

compromise on quality. This satisfies the Indian consumer and comforts her before making her

final buying decision. At other super markets, the consumer is deprived of this factor.

Truly the Indian consumer now agrees with Food Bazaar:"Ab Ghar Chalaana kitna

Aasaan”. This positioning platform of Food Bazaar is evident from the higher discounts and

the wholesale price-points which is below MRP.

Food Bazaar represents the company’s entry into food retail and is

targeted across all classes of population. Food Bazaar replicates a local ‘mandi’, to provide the

much important ‘touch & feel’ factor which Indian housewives are used to in the local bazaar.

Food Bazaar has over 50,000 stock keeping units which cover grocery, FMCG products, milk

47
products, juices, tea, sugar, pulses, masalas, rice wheat etc, besides fruits and vegetables. All

products are sold below MRP and discounts range between 2% to 20%. Fruits and vegetables are

sold at prices comparable to wholesale prices.

48
 OBJECTIVEOF STUDY

Objective of Study

MAIN OBJECTIVE:

Comparative study of BIG BAZAAR with SPENCER.

49
SUB OBJECTIVES:

The analysis has revealed inter alia the following information:

 Segment wise prospective customers.

 Preferred buying options.

50
RESEARCH METHODOLOGY:

The systematic and Objective process of gathering, recording and analyzing

data for aid in making business decision or finding solution of business problems.

The task of marketing (business) research is to generate accurate information

for use in decision making.

Research Process:

Every research project has order of sequence of activity. In this project, these

are main activities (stages).

Research type: Descriptive research

Method used: By use of secondary data only from Research Journals, Magazine &

Websites

Procedure: went in colleges, cyber cafe and libraries .

Stage (3) Planning for sample: Students who know English.

Sample size: Zero

Source of Data: Primary data & secondary data

 Primary Data: getting by survey

47
 Secondary Data: colleges, cyber cafe and libraries

 Research Instrument: Journals, Magazine & Websites

 Data Collection
 Data can be classified under two categories depending upon the sources

utilized. These categories are,

 i) Primary data ii) Secondary data

 DATA COLLECTION

 Data is collected by using various methods. For the purpose of fulfilling the

objective of study and for completing the Research project Report, both

primary and secondary data collected.

 PRIMARY SOURCES:

 Questionnaire

 Keeping in view the objective of study a questionnaire (as given Annexure) was

selected there is Twenty in all. All questions are small in size and arranged

logically. The language is simple to understand.

 Interview

 Information was also obtained by conversation with Customers .they were

interviewed personally.

 SECONDARY DATA: The second information is taken from company document

available on websites

 The other related journals information and industry association’s sites have also

been viewed.

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

 S AM PLING DESIGN

 In the backdrop of objective set, a sample study conducted

in Delhi&LUCKNOW.

 SAMPLE SIZE: 350 CONSUMERS contacted during this research work.The nature

of sampling is NON PROBABITITY –CONVINANCE SAMPLING helped in keeping

the path of research in focus throughout the work.

 Collection of the questionnaire

 Sufficient time was given to the respondents to answer the questionnaire.

 Problem faced while collecting and filling

questionnaire

 Some of the respondents were hesitant to answer the questionnaire.

 Some respondents did not want to answer the questionnaire, so they left it

unanswered.

 Where the respondents did not find the relevant answer in his choice provided,

they added they added their own choice or left it unanswered.

 Tabulation

 After all the questionnaires were collected back, the responses were tabulated.

 Each answer of the respondent was tabulated to its respective category.

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DATA ANALYSIS

1. Do you like the idea of purchasing products from Spencers?

Yes - 100%

No - 0%

Yes
No

Interpretation:As we can see from the above data sample, 100% of the respondents like the idea

of purchasing products from Spencers.

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2. Do you purchase products from Spencers?

Yes 92%

No 8%

Yes
No

Interpretation: According to respondents, we can say that the people are very much

interested in going to spencer’s for day to day utility purchase.

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3. What helps you decide which product brand you should buy?

Tv Advertisement 87%

Radio 12%

Various Offers 1%

90
80
70
60 Tv Advertisement
50
40 Radio

30
Various Offers
20
10
0
1st Qtr

Interpretation: According to respondents, Tv advertisements and Radio are both very

efficiently helping in publicizing the company.

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4. How frequently you make purchase from the Spencers?

Weekly - 45.9%

Monthly - 30.6%

Yearly - 24.5%

50

40

30 Weekly
Monthly
20
Yearly

10

0
1st Qtr

Interpretation: Most of the respondents go to Spencers on a weekly basis and heavy quantities

of people tend to go monthly and yearly.

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5. For which one of the following purpose you visit Spencers?

Purchasing brand goods - 67%

Purchasing local goods - 15%

Gathering information - 10%

Others - 8%

70

60
Purchasing brand
50 goods

40 Purchasing local
goods
30 Gathering
information
20
Others
10

0
1st Qtr

Interpretation: Most of the respondents go for Purchasing brand goods about 67%, 15% for

buying local products, 10% for gathering information and 8% for other reasons.

54
6. What according to you are attractive features that enhance the sales in Spencers?

Quality - 54%

Economy - 34%

Performance - 12%

60

50

40
Quality
30
Economy
Performance
20

10

0
1st Qtr

Interpretation: Maximum number of respondents goes for quality quotient i.e. 54%, 34% for

economic purposes, 12% for performance.

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7. Are you satisfied with the services of Spencers?

Yes - 77%

No - 23%

80

70

60

50

40 yes
no
30

20

10

0
1st Qtr

Interpretation: Most of the respondents i.e. 77% of the people are satisfied with the services of

Spencers and also 23% of them are not that interested.

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8. Do you think that Spencers Retail have changed the perception and standards of

regular buying?

Yes - 74%

No - 26%

80%

70%

60%

50%
Yes
40%
No
30%

20%

10%

0%

Interpretation: Most of the respondents say that the way of buying and consumers perception

towards products are changed now days as 74% of people say in favour of the question and rest

against.

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9. Would you suggest Spencers to others?

Yes - 79%

No - 21%

80%

70%

60%

50%

40% Yes

No
30%

20%

10%

0%
1st Qtr

Interpretation: People would surely recommend Spencers to others as 79% of the respondents

are in favour of the question.

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10.How would you rate Spencer’s performance?

a) Poor 45%

b) Good 55%

60

50

40

30 Poor
Good
20

10

0
Percentage

Interpretation: According to the data provided in the Questionnaire, 55% of the respondent rate

BIG BAZAAR ‘good’ and the rest rated it ‘poor’.

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 FINDINGS SPENCER

 As we can see from the above data sample, all of the respondents are aware of the
Customer Relationship Management.

 According to respondents, we can say that the people are very much interested in going to
spencers for day to day utility purchase.

 According to respondents, TV advertisements and Radio are both very efficiently helping
in publicizing the company.

 Most of the respondents go to Spencers on a weekly basis and heavy quantities of people

tend to go monthly and yearly.

 Most of the respondents go for Purchasing brand goods about 67%, 15% for buying local

products, 10% for gathering information and 8% for other reasons.

 Maximum number of respondents goes for quality i.e. 54%, 34% for economic purposes,
12% for performance.

 Most of the respondents i.e. 77% of the people are satisfied with the services of Spencers
and also 23% of them are not that interested.

 Most of the respondents say that the way of buying and consumers perception towards
products are changed now days as 74% of people say in favour of the question and rest

against.

 People would surely recommend Spencers to others as 79% of the respondents are in

favour of the question.

55% of the respondents are satisfied with the services of and would rate Spencers ‘good’ and

the rest as ‘poor’.

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 FINDINGS BIG BAZZAR

1. Most of the customers buy their requirement in Big Bazaar on the basis of Weekly and

monthly basis. Customers realized that Big Bazaar stores provide qualitative products/service

with reasonable price.

2.At present time Big Bazaar provide different types of product assortments to the customers.

3. Continuously opening of Big Bazaar chains in different major cities, iLucknoweasing

quantities of the customers & profit show that Big Bazaar most accepted name in organized retail

chain in India.

4. Big Bazaar mainly deal with middle income group people who want qualitative product with

reasonable cost.

5.Big bazaar has a good reputation of itself in the market.

6. Big bazaar has positioned itself in the market as a discounted store.

7.Big bazaar holds a huge customer base. The majority of customers belong to middle class

family.

8. Impulse buying behavior of customers comes in to play most of the times in big bazaar.

9.There are more than 50 big bazaars in different cities of India, it seems that there is a vast

growth of big bazaar lying as customers demand is iLucknoweasing for big bazaars.

10. Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery,

stationary, food items, electronic items, leather items, watches, jewellery, crockery, decorative

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items, sport items, chocolates and many more. It competes with all the specialty stores of

different products which provide goods at a discounted rate all through the year.

11. The major players in retail industries are Big bazaar, The Tata Groups (Croma), Vishal Retail

Group, Reliance Retail, Kirana stores & Sabka Bazaar etc.

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 SUGGESTIONS & RECOMMENDATIONS SPENCERS

Customer Relationship Management (CRM), the most exciting strategies that emerged from

networking technology revolution of the nineties, is today fast emerging s one of the most

important cooperates strategies. A well-executed Customer Relationship Strategies can result in

number of quantitative benefits, including greater ability to sell and cross sell, improved

retention besides cost of services.

Customer Relationship Management is do-able. However the following must take into

consideration before embarking upon its implementation. All aspects of customer relationship

management, including technology solution, must be fully explored effectively deliver the

competencies required to realize the business benefits.

 Tackling any one competence alone will lead to a dysfunctional business. One

competence does not customer relationship management make.

 Take pragmatic steps with a clear view on delivery of all the components in the medium

term, rather than piecemeal in the short term.

 Successful mass customization is crucial to reducing customer acquisition cost and

improving the cross selling capacity.

 Channels are a delivery mechanism. The effectiveness of the mechanism is achieved

when it is faultless!

 75% of all Customer Relationship Management projects have failed due to lapses in

implementation. Technology is not enough, implementation is the key and this is where

the people aspect comes into the forefront.

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 Customer Relationship Management implementation is effective when companies are

able to identify the internal and external customer and integrate them with its core

business process.

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 SUGGESTIONS & RECOMMENDATIONS BIG BAZAAR

 Big bazaar should include more of branded products its product category so as to attract

the brand choosy people to come in to big bazaar.

 Big bazaar should provide large parking space for its customers so that they can easily

park their vehicles.

 It should make different cash counters for different customers. Cash counter and credit

card payment counter should be placed differently in order to reduce the rush and save

the customer’s time. This will be a kind of motivator for the customers of big bazaar.

 The service of the sales person is needed to be improved. Personal care should be taken

by the sales person for the customers so that the customers feel good.

 During the off peak hour’s big bazaar should provide some offers to its customers so that

people would be encouraged to come to big bazaar during off peak hours. The customers

who are present in the mall during the off peak hours of big bazaar will definitely go in to

big bazaar if surprise offers are made at that time.

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 Customer care department is needed to take proper care of customer complaints and

queries. The person sitting at the help desk of big bazaar should be able to provide all

necessary information to the customers whenever it is required.

 The infrastructure is needed to be changed a bit during weekends as heavy crowd comes

in to big bazaar during those days.

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 CONCLUSION SPENCER

CRM has become a key element in the modern marketing world in recent years. Across the

world, companies of various sizes have adopted and implemented CRMS systems to help in

establishing a competitive business. At the same time, the increased level of competition in the

market has resulted in it being harder for companies to acquire new customers, as well as retain

those who have an active and sound relationship with the firm.

As discussed earlier, it has been recorded that the cost of keeping an existing customer happy is

far less than that of acquiring a new one. But the maintenance of a relationship with an existing

customer requires the organization to be dynamic.

It is important for CRM processes to be implemented across all departments of a business,

especially the sales and marketing ones which forms the core focus. In recent years, corporation

have become attracted to a new ideology or market approach called customer value management.

In order for there to be a successful relationship, it is up to the company to perform a customer’s

profitability analysis. This analysis allows the company to judge whether or not a customer is

doing well against the set of products and services that are on offer, allowing an informed

decision to be taken in regards to finding an ideal solution.

Interpersonal interactions between people within the organization and customers strengthen the

linkage and decrease the likelihood that the customer will want to switch providers; thus, efforts

that focus on such bonds will help in increasing the level of customer loyalty.

A complete CRM system is a combination of each of these types of relationship strategies:

value-added incentives, emotional bonding, an interactive dialog, customized and personalized

treatment, and an eye towards the ethics of the situation. The key objective of a comprehensive

CRM system is its ability to retain customers at each stage of the business life cycle.

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 CONCLUSION BIG BAZZAR

Big bazaar is a major shopping complex for today’s customers. It is a place where customers find

variety of products at a reasonable price. Big bazaar has a good reputation of itself in the market.

It has positioned itself in the market as a discounted store. It holds a huge customer base. The

majority of customers belong to middle class family. The youth generation also likes shopping

and moving around big bazaar. Volume sales always take place in big bazaar. Impulse buying

behavior of customers comes in to play most of the times in big bazaar.

Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery,

stationary, food items, electronic items, leather items, watches, jewellery, crockery, decorative

items, sport items, chocolates and many more. It competes with all the specialty stores of

different products which provide goods at a discounted rate all through the year. It holds a large

customer base and it seemed from the study that the customers are quite satisfied with big

bazaar. As of now there are 34 big bazaars in different cities of India, it seems that there is a vast

growth of big bazaar lying as customers demand is iLucknoweasing for big bazaars.

Big bazaar is a hypermarket store where varieties of products are being sold on different product

category. It has emerged as a hub of shopping specially for middle class people.

Different types of products starting from a baby food to pizzas all are available under one roof.

In Delhi it is the middle class people who mostly do marketing from big bazaar. Even most of

the people do their monthly shopping from big bazaar. People not only visit big bazaar to do

shopping but also visit for outing purpose as it provides a very nice ambience to its customers.

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As people go to malls they just tend to move around big bazaar whether it is for shopping

purpose or for outing purpose. Grocery, apparels and food items are the products which are

demanded most by the customers of Delhi in big bazaar. The major drawback of big bazaar is

that it lacks in providing enough parking space for its customers. This may discourage the

customers to come to big bazaar and shop as they face difficulty in parking their vehicles. Even

though some customers say that they don’t feel problem in parking their vehicle, it is because of

the parking space available to them by the mall. As it is surveyed it seems that the biggest

competitors of big bazaar are the kirana stores, discounted specialty stores like Vishal mega

mart, Delhi bazaar Big bazaar, The Tata Groups (Croma), Reliance Retail, & Sabka Bazaar etc.

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 BIBLIOGRAPHY

BOOKS:

1. Philip Kotler, Kevin Keller (2009), Marketing Management (Thirteenth Edition)

2. Marketing Management, theMcGraw-Hill Company RajanSaxena (Third Edition)

3. Berman, Berry and Joel r Evans (Oct- 1997) Retail Management: A strategicapproach 8th

edition Englewood cliffs NJ printcehall

4. Country analysis 1997 “A framework to identify and evaluate the nationalbusiness

environment”Hardward business review.

MAGAZINES:

 OUTLOOK BUSINESS (FEB, 2009)

 BUSINESS STANDARD (April-July 2009)

 4P’S OF BUSINESS AND MARKETING (June 2009)

 BUSINESS TODAY - Pick and Choose

WEBSITES:

 http://www.assignmentspro.com/customer-relationship-management-crm-in-retail-

industry-assignment-case-study/

 http://en.wikipedia.org/wiki/Customer_relationship_management

 http://www.spencersretail.com/

 https://en.wikipedia.org/wiki/Spencer%27s_Retail

 http://www.spencersretail.com/heritage#sthash.MLJbgxbH.dpuf

 http://www.spencersretail.com/category/specialities

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