c

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RETAIL INDUSTRY
In the Indian retailing industry, food is the most dominating sector and
is growing at a rate of 9% annually. India retail industry is progressing
well and for this to continue retailers as well as the Indian government
will have to make a combined effort. 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.
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.
The Indian retail market, which is the fifth largest retail destination
globally, according to industry estimates is estimated to grow from the
US$ 330 billion in 2007 to US$ 427 billion by 2010 and US$ 637
billion by 2015. Simultaneously, modern retail is likely to increase its
share in the total retail market to 22 per cent by 2010.
Continuing the robust growth of the organized retail in India, according
to the Credit Rating and Information Services of India, the industry
raked in US$ 25.44 billion turnover in 2007-08 as against US$ 16.99
billion in 2006-07, a whopping growth rate of 49.73 per cent.
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.
'
DThe story is not about us, but this story is about the people who visit
our stores. This is a proud moment for India.D
One of the biggest retail here in India we know is Kishore Biyani¶s big
bazaar. The company ended 2007-08 with Rs5048crore in revenue.
Biyani's and Big Bazaar's, march comes at a time when several new
retailers are slowing expansion, reducing the number of outlets,
effecting layoffs, even exiting the business.
By 2011, he claims, there will be 300 Big Bazaars, and Pantaloon
Retail (India) Ltd, his flagship, will have revenue of Rs13000crore.
Thus here we will know about the company profile, operations and also
about the consumer behavior towards the schemes, discount, etc which
are offered by the store to facilitate customers.

4 

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4


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The research objectives of this project are:-
a. Marketing activities and operational activities are always driven with
an aim of getting sale increased with innovate ideas. Offers are
designed in such a manner that customers are made to go and
experience the shopping. Marketing also gives some offer to increase
the bill size, taking in consideration the on going fashion in vogue.
b. Marketing Strategies targeting the customer: Advertising Strategy ±
Understanding the media consumption habits of the customer.
v 




v
 


  



Data are usually collected through the use of questionnaires. The data
is collected by mean of simple survey done in the retail store of the
customers.
  

c  
 
Cross-sectional surveys are used to gather information on a population
at a single point in time.
The customers were surveyed to find out their consumption behavior
for the products in various schemes.
A different cross-sectional survey questionnaire might try to determine
the relationship between two factors, like religiousness of parents and
views on Internet filtering.
v 4  
 c

A sample size of 90 was considered in this project. That is, a total
number of respondents were 90 for survey.
v v 
c



The time of research was 1 month and surveys of some people were
done daily. The research was based on the change in consumption of
customers for the products in scheme.

v  
  

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  c 
 
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Personal interviews are highly susceptible to inadvertent ³signaling´ to
the respondent. The cumulative effect of several facial expressions is
likely to be felt. By the use of this method the facial expressions tell
about how a customer feels about the product, and his knowledge about
the product in the scheme.
This will let us know following:-
1. The reason could be known that why a product is not liked and
what are shortcomings in the product?
2. The preference for the product of the customer?
3. Who are the frequent customers?
 

c


 c

Projective techniques are used when a consumer may feel embarrassed
to admit to certain opinions, feelings, or preferences. It has been found
that in such cases, people will tend to respond more openly about
³someone else.´ Thus, we may ask them to explain reasons why others
not buying the product, or why other customers are not willing to take
advantage of the scheme, or what changes they want should be there
for their convenience.
 

c  

Observation of customers is often a powerful tool. Looking at how
consumers select products may yield insights into how they make
decisions and what they look for. Observing consumers, tells about:-
1. What is he looking in the product?
2. Is he brand loyal?
3. Is he more or less price sensitive?
K
4. Is he more interested in packaging,
manufacturing, etc.
5. Whether his taste has shifted?
Observation may help us determine how much time consumers spend
comparing prices, or whether nutritional labels are being consulted.
u  


Many consumers are members of supermarket ³clubs.´ They are
provided with customer card which they have to present this when they
make purchases; consumers are often eligible for considerable
discounts on selected products.
Nearly all retailers in the area usually cooperate. It is now possible to
track what the consumer bought in all stores and to have a historical
record.
The consumer¶s shopping record is usually combined with:-
1. Demographic information (e.g., income, educational level of
adults in the household, occupations of adults, ages of
children, and whether the family owns and rents).
4 The consumption quantity could be know about the product
which is used in good quantity
  cc
 

Physiological measures are occasionally used to examine consumer
response. It helps to know:-
1. Advertisers may want to measure a consumer¶s level of
arousal during various parts of an advertisement?
2. In retail stores paging is done at a interval of time of
schemes and discounts so that people are made aware and they can be
provoked to buy.
K

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Pantaloon Retail (India) Limited, is India¶s leading retailer that
operates multiple retail formats in both the value and lifestyle segment
of the Indian consumer market. Headquartered in Mumbai (Bombay),
the company operates over 10 million square feet of retail space, has
over 1000 stores across 61 cities in India and employs over 30,000
people.
The company¶s leading formats include Pantaloons, a chain of fashion
outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food
Bazaar, a supermarket chain, blends the look, touch and feel of Indian
bazaars with aspects of modern retail like choice, convenience and
quality and Central, a chain of seamless destination malls. Some of its
other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky,
Fashion Station, all, Top 10, m bazaars and Star and Sitara. The
company also operates an online portal, futurebazaar.com.
A subsidiary company, Home Solutions Retail (India) Limited,
operates Home Town, a large-format home solutions store, Collection
i, selling home furniture products and E-Zone focused on catering to
the consumer electronics segment.
Pantaloon Retail was recently awarded the International Retailer of the
Year 2007 by the US-based National Retail Federation (NRF) and the
Emerging Market Retailer of the Year 2007 at the World Retail
Congress held in Barcelona.
Pantaloon Retail is the flagship company of Future Group, a business
group catering to the entire Indian consumption space.
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. The group¶s flagship company, Pantaloon
K
Retail (India) Limited operates over 10 million square feet of retail
space, has over 1,000 stores and employs over 30,000 people.
Future Group is present in 61 cities and 65 rural locations in India.
Some of its leading retail formats include, Pantaloons, Big Bazaar,
Central, Food Bazaar, Home Town, eZone, Depot, Future Money and
online retail format, futurebazaar.com.
Future Group companies includes, Future Capital Holdings, Future
Generally India Indus League Clothing and Galaxy Entertainment that
manages Sports Bar, Brew Bar and Bowling Co. 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.

 4 
 

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 v 
 
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Future Group shall deliver Everything, Everywhere, Every time for
Every Indian Consumer in the most profitable manner.
 v  c c 
We share the vision and belief that our customers and stakeholders
shall be served only by creating and executing future scenarios in the
consumption space leading to economic development.
We will be the trendsetters in evolving delivery formats, creating retail
realty, making consumption affordable for all customer segments ± for
classes and for masses.
We shall infuse Indian brands with confidence and renewed ambition.
We shall be efficient, cost- conscious and committed to quality in
whatever we do.
We shall ensure that our positive attitude, sincerity, humility and united
determination shall be the driving force to make us successful.
 v  


Indianness: confidence in ourselves.
Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and be humble in our
conduct.
Introspection: leading to purposeful thinking.
Openness: to be open and receptive to new ideas, knowledge and
information.
K
åaluing and Nurturing Relationships: to build long term relationships.
Simplicity & Positivity: Simplicity and positivity in our thought,
business and action.
Adaptability: to be flexible and adaptable, to meet challenges.
Flow: to respect and understand the universal laws of nature.
K'
  c

c 
c
a. It is a chain of shopping malls in India currently with 31 outlet
owned by Kishore Biyani¶s Pantaloon Group.
b. Big bazaar is not just another hypermarket, but also provides the best
products at the best price.
c. It Reflect the look and feel of Indian bazaars at their modern outlets.
All over India, Big Bazaar attracts a few thousand customers on any
regular day.
d. Big Bazaar is a chain of department stores in India, currently with 92
stores. It is owned by the Pantaloon Retail India Ltd, Future Group. It
has considerable success in many Indian cities and small towns.
e. A department store is a retail establishment which specializes in
selling a wide range of products without a single predominant
merchandise line. Department stores usually sells products including
apparel, furniture, appliances, electronics, and additionally select other
lines of products such as paint, hardware, toiletries, cosmetics,
photographic equipment, jewelery, toys, and sporting goods.
The idea was pioneered by entrepreneur Kishore Biyani, the CEO of
Future Group. Currently Big Bazaar stores are located only in India. It
is the biggest and the fastest growing chain of department store and
aims to have 150 outlets by June 2009 and 350 stores by the end of
year 2010.
K
  
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Big Bazaar promises to sell only the original products from the
authorized dealers; so that all applicable products carry the original
manufacturer¶s warranty. To service any product purchased at Big
Bazaar, customer can visit the authorized service centre of the
manufacturer. The invoice accompanying the product is the warranty
document.
 


c

Big Bazaar guarantees to deliver the exact product that has selected,
without defects. In case of receiving a different product, or if the
product is damaged in transit, the customer should contact it within the
stipulated time period and Big Bazaar will ensure that it is replaced or
refunded.
 




It commits to ensure that no payment misuse happens, so we work with
banks and payment gateways to ensure that your information is
protected. Payments are protected both by it and by the policies of
customer¶s bank, and the chances of fraud in these channels are
actually very low. Big Bazaar openly publishes its office addresses
and is part of India¶s largest retail company with a presence all over
India ± so you know how to contact us in person, if required.
u  c



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If customer has purchased something at Future Bazaar and the product
did not meet its expectations or does not fit to his needs, then it can
return the product to us; no questions asked, as long as it is in its
original packaging and accompanied by its invoice. We will even
make the return process simple for you ± just contact our customer

support and we¶ll arrange to pick up the product from your home.
Alternately, you can drop it off at the nearest Big Bazaar.
 


 

Our customer support is manned by dedicated call centre personnel,
who can take decisions and resolve your problems. They are eager to
solve your problems and are aware of the processes and means to
handle them. In case they cannot solve the problem at their end, they
will trigger the required action on your behalf or advise you the best
possible method to a successful fulfillment of all your queries/issues.
Be assured that when you call us, your call is being taken seriously 
K
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The Future Group has built a strong portfolio of some of the fastest
growing consumer brands in India. This activity is led through Future
Brands India Limited, a specialized subsidiary company that was set up
to create and build powerful brands that address the aspirations of the
new Indian consumer.
Some of the key brands in this portfolio include, John Miller, Lombard,
Bare, DJ&C, Buffalo and RIG in the fashion and apparel space. Dream
line, present in the home segment, offers a wide range of products in
kitchenware, bed & bath linen, and Home Décor categories.
In the food and home care segment brands include Tasty Treat,
Premium Harvest, Fresh & Pure, Care Mate and Clean Mate.In
consumer durables and electronics space, the group¶s brands include
Koryo and Sensei.


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Here, one finds over 170,000 products under one roof that cater to
every need of a family, making Big Bazaar India¶s favorite shopping
destination. Where Big Bazaar scores over other stores is its value for
money proposition for the Indian customers. Big Bazaar, one finds a
huge variety of products to select from with a good price and quality.
With the ever increasing array of private labels, it has opened the doors
into the world of fashion and general merchandise including home
furnishings, utensils, crockery, cutlery, sports goods and much more at
surprisingly low prices.
recent years, Big Bazaar has adopted value pricing in which they win
loyal customers by charging a fairly low price for a high ± quality
offering. However, consistent low price for the products is not only the
universally desired characteristic.

4.8. MARKETING STRATEGY



Segmentation, targeting, and positioning together comprise a three
stage process. We
a. Determine which kinds of customers exist,
b. Select which ones we are best off trying to serve,
c. Implement our segmentation by optimizing our products/services for
that segment and communicating that we have made the choice to
distinguish ourselves that way.
   



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Segmentation involves finding out what kinds of consumers with
different needs exist. In the auto market, for example, some consumers
demand speed and performance, while others are much more
concerned about roominess and safety. In general, it holds true that
³You can¶t be all things to all people,´ and experience has
demonstrated that firms that specialize in meeting the needs of one
group of consumers over another tend to be more profitable.
Several different kinds of variables can be used for segmentation:-

1. Demographic variables essentially refer to personal statistics such as

Income, gender, education, location (rural vs. urban, East vs. West),
Ethnicity and family size. Campbell¶s soup, for instance, has found
Those Western U.S. consumers on the average prefer spicier soups²
Thus, you get a different product in the same cans at the East and West
Coasts. Facing flat sales of guns in the traditional male dominated
Market, a manufacturer came out with the Lady Remington, a more
Compact, handier gun more attractive to women. Taking this a step
Farther, it is also possible to segment on lifestyle and values.´

2. Some consumers want to be seen as similar to others, while a

Different segment wants to stand apart from the crowd.

v. Another basis for segmentation is behavior. Some consumers are
³Brand loyal´²i.e. they tend to stick with their preferred brands even
When a competing one is on sale. Some consumers are ³heavy´ users
While others are ³light´ users. For example, research conducted by the
Wine industry shows that some 80% of the product is consumed by
20% of the consumers²presumably a rather intoxicated group.
4. One can also segment on benefits sought, essentially bypassing
Demographic explanatory variables. Some consumers, for example,
Like scented soap (a segment likely to be attracted to brands such as
Irish Spring), while others prefer the ³clean´ feeling of unscented soap
(The ³Ivory´ segment). Some consumers use toothpaste primarily to
Promote oral health, while another segment is more interested in
Breathe freshening.
   


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1. In the next step, we decide to target one or more segments. Our
Choice should generally depend on several factors:-
First
How well are existing segments served by other manufacturers? It will
be more difficult to appeal to a segment that is already well served than
to one whose needs are not currently being served well.
Secondly
How large is the segment, and how can we expect it to grow?
Thirdly
Do we have strengths as a company that will help us appeal
particularly to one group of consumers?

2. Big Bazaar targets higher and upper middle class customers.
3. The large and growing young working population is a preferred
customer segment.
4. Big Bazaar specifically targets working women and home makers
who are the primary decision makers.
It is part of Big Bazaar¶s new Guerrilla Marketing Strategy.
5. Guerrilla force is divided into small groups that selectively attack the
target at its weak points. Guerilla marketing is just one of the strategies
and surely one can learn a lot from the ongoing battle, especially
people interested in marketing/marketing techniques.
    c
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Positioning involves implementing our targeting.For example, Apple
Computer has chosen to position itself as a maker of user-friendly
computers 

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The easiest way to understand the main aspects of marketing is through
its more famous synonym of D4Ps of MarketingD. The classification of
four Ps of marketing includes marketing strategies of product, price,
placement and promotion. The following diagram is helpful in
determining the main ingredients of the four Ps in a marketing mix.


In simpler terms, product includes all features and combination of
goods and related services that a company offers to its customers.
Product is the most important aspect of marketing mix for two main
reasons. First, for manufacturers, products are the market expression of
the company's productive capabilities and determine its ability to link
with consumers. So product policy and strategy are of prime
importance to an enterprise, and product decisions dictate the scope
and direction of company activity. Moreover, the market indicators

such as profits, sales, image, market share, reputation and stature are
also dependent on them. Secondly, it is imperative to realize that the
product of any organization is both a component and a determinant of
the marketing mix as it has a great influence on the other elements of
the mix: advertising, personal selling, channels of distribution, physical
distribution and pricing. So without proper product policy, a company
can not pursue for further elements of marketing mix.
cc 
Pricing is basically setting a specific price for a product or service
offered. In a simplistic to the concept of price as the amount of money
that customers have to pay to obtain the product. Setting a price is not
something simple. Normally it has been taken as a general law that a
low price will attract more customers. It is not a valid argument as
customers do not respond to price alone; they respond to value so a
lower price does not necessarily mean expanded sales if the product is
not fulfilling the expectation of the customers
Generally pricing strategy under marketing mix analysis is divided into
two parts: price determination and price administration (ibid).
Price determination is referred to as the processes and activities
employed to arrive at a price for a product including consideration of
relative prices of products within the same line, and differences in price
for similar products of differing grades and qualities.
Price administration is referred to as the activities involved in fitting
basic prices to particular sales situations such as geographic locale,
functions performed by customers, position of distribution channel
members, or special sales situations.






Placement under marketing mix involves all company activities that
make the product available to the targeted customer while planning
placement strategy under marketing mix analysis, companies consider
six different channel decisions including choosing between direct
access to customers or involving middlemen, choosing single or
multiple channels of distributions, the length of the distribution
channel, the types of intermediaries, the numbers of distributors, and
which intermediary to use based on the quality and reputation .

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Promotional strategies include all means through which a company
communicates the benefits and values of its products and persuades
targeted customers to buy them . The best way to understand
promotion is through the concept of the marketing communication
process. Promotion is the company strategy to cater for the marketing
communication process that requires interaction between two or more
people or groups, encompassing senders, messages, media and
receivers
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Despite the fact that marketing mix analysis is used as a synonym for
the 4Ps of Marketing, it is criticised on the point that it caters seller's
view of market analysis not customers view. To tackle this criticism,
attempted to match 4 Ps of marketing with 4 Cs of marketing to
address consumer views:
Product±Customer Solution
Price±Customer Cost
Placement±Convenience
Promotion ± Communication


   

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The company was looking for a solution that would bring all of its
businesses and processes together. After a comprehensive evaluation of
different options and software companies, the management at
Pantaloon decided to go in for SAP.
Some of the qualities of SAP retail solutions are that it supports
product development, which includes ideation, trend analysis, and
collaboration with partners in the supply chain; sourcing and
procurement, which involves working with manufacturers to fulfil
orders according to strategic merchandising plans and optimise cost,
quality, and speed±variables that must be weighted differently as
business needs, buying plans, and market demand patterns change;
managing the supply chain, which involves handling the logistics of
moving finished goods from the source into stores and overseeing
global trade and procurement requirements; selling goods across a
variety of channels to customers, which requires marketing and brand
management; managing mark-downs and capturing customer reactions,
analysing data, and using it to optimise the next phase of the design
process.
4 /
In the channels of distribution, the physical facilities point of location.
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åisual merchandising supports:-
a. sales
b. retail strategies
c. communicates with customers



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e. supports retailing trends.
åisual merchandising includes:-

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Sufficient visual merchandizing within the store that included
danglers, signage, standees, distribution of pamphlets, which gave
details of the offer.
Display, point of purchase, fixture, equipment and furnishings
store layout.
Product packaging and labels.
4 
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TåC on popular entertainment channels like Star Plus, Sony,
Set Max, and Star One.
Road shows carried out by the Big Bazaar staff with
announcements about the offer to make people aware.
Newspaper ads in almost all the local dailies like Sakal, The
Times of India, on different days during the period of the offer.
Store atmosphere.
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Advertising is recognized as an indispensable tool of promotion. It has
acquired a lot of significance in the national and international markets.
With the advent of globalization and liberalization its imperativeness in
the Indian retail sector has increased as a result of competitions, latest
technologies, and the rapidly changing consumerlifestyles.


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The fundamental objective of advertising is to sell something ±a
product, service, or an idea.
The Major Objectives of advertising are:
1. To promote anewproduct.
2. To warn the public against imitation of the retailer¶s product.
3. To managecompetition in themarket.
 *, +'%,u4#+ '&*+'
1. Advertisement helps in creating awareness among the customer
about the existence, price, and availability of product.
2. Increases the utility of existing products.
3. It educates customer about new product and their diverse uses.
 
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Purchases of durable products are generally erratic and often too
expensive to buy, so the retailer spends a huge amount on informative
advertising.
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Its main motive is to build a corporate image. Corporate Advertising
builds up retailer image. It increases goodwill towards the retail
organization.
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It refers to advertisements by various financial institutions. Big Bazaar


has also tied up with ICICI bank, which provide information about the
investment opportunities and the risks and benefits.
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It refers to messages, which are placed under specific headings and
columns in various magazines and newspapers.
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Promotion can be loosely classified as Dabove the lineD and Dbelow the
lineD promotion. The promotional activities carried out through mass
media like television, radio, newspaper etc. is above the line
promotion. The terms 'below-the-line' promotion or communications
refers to forms of non-media communication, even non-media
advertising. Below-the-line promotions are becoming increasingly
important within the communications mix of many companies, not
only those involved in fmcg products, but also for industrial goods.






c
 

c 
Some of the examples of BTL (below the line) promotions are by
exhibitions, sponsorship activities, public relations and sales
promotions like giving freebies with goods, trade discounts given to
dealers and customers, reduced price offers on products, giving
coupons which can be redeemed lateretc.
Below the line sales promotions are short-term incentives, largely
aimed at consumers. With the increasing pressure on the marketing
team to achieve communication objectives more efficiently in a limited
budget, there has been a need to find out more effective and cost
efficient ways to communicate with the target markets. This has led to
a shift from the regular media based advertising.
Methods of below the line sales promotion:-
 # $#%&%+ %*'
Price promotions are also commonly known asD price discountingD.
These can be done in two ways:-
1. A discount to the normal selling price of a product, or moreof the
productat the normal price.
2. Price promotions however can also have a negative effect by
spoiling the brand reputation or just a temporary sales boost(during
the discounts).
 %3$%*'
Coupons are very versatile, way of offering a discount. Following are
the examples of the use of coupons:-
-On a pack to encourage repeat purchase
-In coupon books sent out in newspapers allowing customers to redeem
the coupon at a retailer.


-A cut-out coupon aspart of an advert.
-On the back of till receipts.
The key objective with a coupon promotion is to maximize the
redemption rate ± this is the proportion of customers actually using the
coupon. It must be ensured when a company uses coupons that the
retailers must hold sufficient stock to avoid customer disappointment.
Use of coupon promotions is often best for new products or perhaps to
encourage sales of existing products that are slowing down.
  ,+5 +$3#'
The Dgift with purchaseD is a very common promotional technique. In
this the customer gets something extra along with the normal good
purchased.
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This is an important tool to increase brand awareness amongst the
target consumer. It can be used to boost up sales for temporary period
and ensure usage amongst first time users.
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Here, a customer receives a money refund after submitting a proof of
purchase to the manufacturer. Customers often view these schemes
with some suspicion ± particularly if the method of obtaining a refund
looks unusual or onerous.
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Repeat purchases may be stimulated by frequent user incentives.
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A data collection system that electronically receives and stores bar
code information derived from a sales transaction. This could the zip
codes for library users, facilitating the library in determining
geographic market are that users reside in. Most of the big brands are

'
following the suit of BTL promotion because of rising prices of media
based promotion, advertising clutter and increased impulse purchasing.
BTL promotions are gaining popularity among all big companies
nowadays considering their effectiveness because of the Dindividual
customer promotionD at a price, which is much lesser than the normal
media promotions.
‡ Low prices on Wednesday Low prices on Wednesday
Concept of Big Day Concept of Big Day‡ Promotional offers
1. School JaoKhushi Khushi
2. Khushi Ki Barsaat
3. HappyFather¶s Day
E.g.
Big Bazaar's `junk' swap offer
Big Bazaar is launching a promotional offer from Saturday, with the
slogan, DBring anything old and take something newD.The prices fixed
by Big Bazaar are: clothes (Rs 200 per kg), newspaper (Rs 25 per kg),
plastics/utensils/leather goods (Rs. 75 per kg), footwear/luggage (Rs.
100 per kg), Pet/beer bottles (Rs 15 per kg), tyres (Rs 50 per kg),
furniture (Rs 75 per kg) and others (Rs 20 per kg).
DThis offer will help the housewife clean out the junk while getting a
good value for it.
v 
  
c 
Persuasive communication between a representative of the company
and one or more prospective customers, designed to influence the
person's or group's purchase decision.
 cc




Publicity non-personal communication in news story form about an
organization, its products or both, that is transmitted through a mass
medium at no charge.
 c

c 
Public relations the planned and sustained effort to establish and
maintain goodwill and mutual understanding between an organization
and its target publics.
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*4/%$
Something that envelops; a wrapping. A products wrapping affects a
lot on its sale. More customers are attracted if envelope is very
attractive.
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c 
Logistics is the art and science of managing and controlling the flow of
goods , energy, information and other resources like products, services
and people from the source of production to the marketplace. It¶s
Important to have professional logistical support logistical. The
operating responsibility of logistics is the geographical repositioning of
raw materials, work in process and finished inventories where required
at the lowest cost possible 

  c 
Supply chain, is a coordinated system of organizations, people,
activities, information and resources involved in moving a product or
service in physical or virtual manner from supplier to customer.
Supply chain activities transform raw materials and components into a
finished product that is delivered to the end customer 
K
  c
c
c 





a. Big Bazaar is working to make fashion its largest revenue earner.
b. Big Bazaar, the value retailing chain of the Rs 4,500crore Pantaloon
Retail, is strategieng to focus specially on µfashion retailing¶ or its
apparel business to boost overall revenues.
c. It has created µFashion @ Big Bazaar¶, a sub-brand, to position the
format as much more than food or general merchandise.
d. Big Bazaar is looking at making apparel business its largest revenue
generator, as much as 40 per cent in two years and 50 per cent of its
overall business, in five years.
e. Currently sales of apparel make up almost 30 per cent of Big
Bazaar¶s revenues, which is next only to its food retailing business that
makes up almost 40 per cent.
f. However, we will focus on apparel as the margin here is as high as
35 per cent compared to food retailing business where margins are
probably 12 per cent. So a slight increase in apparel sales boosts the
overall business. Going forward, Big Bazaar plans to rearrange its
apparel and fashion merchandise section in stores in terms of design,
layout and elbow space. This is expected to ensure better product
display in stores keeping with consumer buying habits and
convenience.
g. Future Group recently clocked over Rs 350crore of sales in five
µMahabachat¶ days, with sales exceeding Rs 105crore on the last day.
h. During this time, the largest selling category was apparel. As many
as 1lakh jeans were sold and onelakh sarees as well as some 2 lakh tshirts.
i. Some of Big Bazaar¶s private labels, like DJ&C and Knighthood, are
already big revenue generators, with DJ&C projecting Rs 1,000crore in
the next three years, from 600crore right now.


 

c
 
Big bazaar operates in a competitive environment. For each line of
business, they face competition from established national and regional
companies. In the fashion segment, they probably face competition
from Shoppers Stop, Trent and Lifestyle. The hypermarket business is
relatively new, being just about three to four years old in the country.
Big bazaar faces competition from the likes of RPG (Spencer¶s), Trent
(Star India Bazaar) and with Shoppers Stop too indicating their entry
into the hypermarket segment. In the Food business, Big Bazaar faces
competition from Subhiksha, Food World to name a few.
 Spencer & CompanyLimited is another
large retail group in the country
withsupermarkets,music stores, and the
beauty and health chain²Health &
Glow.
Food world, operated by Food World
Supermarkets Limited, while Health
&Glow by the RPG Group. It is also
Planning IPO, will have 450-plus Music
World, 50-plus Spencer's Hyper covering
4 mn sq.ft by 2010.
 
( 






c 
K Raheja¶s Shoppers Stop, is the second
largest retailer in the country and became
in retailing operation an Indian success
story. It also acquired the Crossword
chain of bookstores.
It Operates Shoppers Stop, Crossword,
In orbit Mall, and 'Home Stop' formats.
Will operate 55 hyper city hypermarkets
with US$100 million sales across India
by 2015.


 c  


Subhiksha was immensely popular in the
South, particularly in Chennai, where it
sold groceries and pharmaceutical
products below the MRP. It expected to
earn a total turnover of Rs 1,200 crore in
2008-09 as it planned to expand outside
Tamil Nadu and Pondicherry. It planned
for 550 stores in the next five years.
u 
c 


cInvesting Rs.30000 crore ($6.67 billion)
in setting up multiple retail formats with
expected sales of Rs.90,000 crore-plus
($20 billion) by 2009-10.
 c


Investing Rs.400 crore-plus ($90 mn) in
next five years on Max Hypermarkets &
value retail stores, home and lifestyle
centers.
, c

cAiming to occupy 1.75 million sq.ft
retail space through 150 stores in next
five years 
! 


Tata Group has two retailing companies;
Trent Limited, headed by Noel Tata,
which owns Westside, Star Bazaar and
Landmark retail brands and Tata Infiniti,
headed by Krishna Kumar, which owns
Croma brand.
Trent Ltd, he retail arm of the Tata
Group, has drawn up a Rs 2,000 crore
investment plan for setting up 50

hypermarkets ² Star Bazaar ² over the
next five years.
Tata Ceramics Limited,
which manufactures a wide range of
ceramic products like flatware ceramics
(Dinner plate, Dessert plate, Saucer) and
hollowware ceramics (åegetable Dish,
Oatmeal, Sugar Pot, Creamer, Coffee/Tea
Cups and Pots, Salad Bowl etc.) in plain
as well as fluted shapes, under the brand
name of CERA, launched its first
exclusive branded store in Pune . Tata
Ceramics, which achieved sales of Rs
35crore last year, is looking at adding
another Rs 12 crore from domestic sales
in the next two years.



 
 
a. Retailing is in a rapid state of change due to speedy technological
developments, changing competitive positions, varying consumer
behaviors as well as their expectations and liberalized regulatory
environment. In such a scenario, information is crucial to plan and
control profitable retail businesses and it can be an important source of
competitive advantage so long as it is affordable and readily available.
b. In west, retail businesses have been the early adopters of Information
Technology (IT). As there is a need to capture accurate information and
make it available not only within the store but send it to warehouse,
distributors and manufacturers in real time to manage the short shelf
life of some goods in grocery sector and costs of inventory, varied DSS
tools have been adopted by organized retailers. åMIs- vendor managed
inventory systems, Scanner at the counters- point of sales systems,
RFID- radio frequency identification, OLAP (online analytical
processing), supply chain management systems, forecasting systems,
CRM- customer relationship management systems, ERP- enterprise
resource performance system etc. are the tools used by organized
retailers in developed nations.
c. Most retailers collect and have access to huge amount of data,
collected from day to day operations e.g. customer loyalty data, retail
store sales and merchandise data, demographic projection data etc.
Currently retailers are data rich but information poor. There is a great
potential to develop systems that enable analysts and decision makers
to manage, explore, analyze, synthesize and present data in a
meaningful manner for decisions.


4 

 


a. Big bazaars have two AMC¶s. One that specializes in Property and
the other is a µConsumer India Fund¶. The property fund aims at
sourcing high quality property at the lowest possible rates, while the
consumer fund will look at providing our retail pipeline and expertise
to national and regional brands, thereby enabling them with a wider
coverage.
b. Though they have secured 30% of modern retail space coming up in
the next three years, our endeavour is to keep evolving with the young
Indian consumer. As regards mind share, we want all our store formats
to capture the imagination of the target customer.
c. The future will also see the pantaloon of several new concepts
targeted at the Indian consumer. Further, retail development will not
just occur in Tier 1 cities, but will have far more significance in Tier 2
& 3 cities as well. The consumption drive would be fueled in smaller
towns and cities.
d. There would be definite customer responsiveness towards åalue
Added products and services in the next few years. Since value
retailing touches the mass of the population, and with organized
retailing at about US $ 300 billion at present, value retailing has the
scope to almost double.
e. Retail chain Big Bazaar (Mumbai) plans to open 15 more stores by
November end, some of them in new markets, at an investment of Rs
1,500-1,600 crore.
f. Big Bazaar is targeting a network of 145 stores by June 2009.They
have zeroed in on several new and existing markets for the 15 stores
that they plan to open by end-November. The investment will be in the
range of Rs 1,500-1,600 crore.

g. The stores would be set up in places such as Mysore, Pune, Cuttack,
Kolkata, Chandigarh, Agra, Faridabad, Surat, Nashik, Mumbai, Delhi
and Solapur, adding that in some locations two stores would be opened.
h. The retail chain would be extending its footprint into new markets
such as Mysore, Cuttack, Chandigarh, Faridabad and Solapur.
i. Big bazaar will focus on-
à
 : It will be a convergence of shopping, entertainment
and eating. Shopping and entertainment together called
Shoppertainment is targeted at the family. It¶s more than just shopping.
‡
 : Is the selling of retail goods on the Internet. Short for
³electronic retailing´. The term seems to be almost inevitable addition
to e-mail, e-business, and e-commerce. It is synonymous with
business-to-consumer (B2C) transaction.
j. News related big bazaar, which is expected to generate revenue of $1
billion in the fiscal 2007-08. Big Bazaar is a hypermarket format of the
Pantaloon Retail (India) Ltd.
The Group expects to increase its revenues to $7-8 billion by 2011, of
which Big Bazaar is expected to contribute a large chunk of around $4
billion. It has emerged as the largest retail format of Future Group's
retail division. ³Currently they have more than 80 Big Bazaars and we
are planning to scale it up to 160 by the year that the company was
going to go very aggressive in rolling out the Big Bazaar formats, the
total floor area by 2011 would scale up to 30 million square feet from
the present figure of 10 million square feet.
k. ³The consumer electronics segment is doing extremely well,´ he
said, elaborating that the group was expecting the segment to generate
revenue of Rs 2,000 crore by next year.
l. Future Group plans to have 300 stores and has projected revenues of
Rs 13,000 crore by 2011.
'
m. Total income has increased to Rs 1,381.44 crore for the quarter
ended June 2008 from Rs 1,037.42 crore for the quarter ended June
2007, posting a 33.16 jump.
n. The company said in a statement that it has posted a net profit of Rs
125.97 crore for the year ended June 2008 against Rs 119.99 crore for
the year ended June 2007.
o. Its total income has increased to Rs 5,052.67 crore for the year
ended June 2008 from Rs 3,328.77 crore during the last fiscal. The
Group posted a consolidated net profit of Rs 21.93 crore for the year
ended June 2008 as compared to Rs 35.54 crore for the year ended
June 2007.
p. However, its total income has increased from Rs 3,565.48 crore for
the year ended June 2007 to Rs 5,866.50 crore for the year ended June
2008.
  c


 

 c


c

To increase footfalls and enhance sales by:
a. Attracting customers by giving them various offers.
b. Inculcating in their minds the value for money through these offers.
c. Increasing the average consumption of existing customers.
 4

c 

 


a. All Category provided offers well in advance.b. I.T uploaded the

offers one day in advance and rechecked them.
c. å.M also did splendid job by putting the required offer signage¶s and
also decorated the store as per the SS3D theme.
d. HR managed the shift time of employee; Snaks were arranged for
the staff.
e. SM, ASM, DM, ADM-Planned and managed micro analysis of
targets and staff was done by taking department wise meeting.

 vc 99 
 v

  

c
 



Ready to eat Housewives,families, individuals.
Chef zone Housewives, families
Chill station Housewives, individuals
Staples Families, housewives
åegetables Families, housewives
Non food items Families, housewives
On the basis of demographic factors
AGE INCOME PREFERENCES/HABBITS
Adolescent
(New age teens)
Do not earn Fond of spending on eating out, etc
Youth Mostly Brand conscious, product conscious.
Age (35-45) Good income rateGood spenders, they like upgrading
their households gadgets.
Age (45-60) People at the peek of
their careers
Spend less
Above 60 Steady income Spend only on households.
K
c 

 


 c
c 
The customer first points out the things which he need. His good part
of income is spend on things of his daily requirement.
 c 
c 

Before purchasing of a product, customer research internally and
externally. Internally-retrieving information about similar purchase
made earlier, decision about choice criteria, brand included, or
advertisement related to the product. Externally- source such as
family, friends, commercial sources, etc.
 

c 

 
c

Before, purchasing customer looks for the alternatives of that product.
Customer goes for good quality in cheapest rate.
u 

Purchaser many times faces cognitive dissonance which arises due to
uncertainty of making right decision. This is because choice of one
product often means rejection of attractive features of the alternatives.
 




c 
Customer by using the product comes to know about the real value of
product.
  c 
It should be considered that big bazaar targets every class. Thus we
know that different people have different thinking style.
Most of their buying decisions or his behavior depends on his:-
 


c 

Perception is the process by which a customer makes sense of
information that he receives. Therefore, it is to be tried that customer
receives the right information about every product and about its
scheme, because a single error in communication to customer can
create confusion to him and he may not buy the product.
 
 c 
It is the change in the content or organization of long time memory and
is a result of information processing. Thus company should try to hit
the customer¶s memory. I.e. Company should have good impression
on the memory of the customer. As this memory acts as a internal
information source in the decision making process.
 
c
c 
Motivation helps a lot to maintain loyal customers. A customer is loyal
only when he sees any extra benefits. Thus discounts, free gifts, free
coupons, etc such schemes motivate them a lot. Many times, good
quality of the product, reasonable prices, packaging, etc also works as
motivational tool.
u 
  c

Personality can be of many types as introvert-extrovert, sociable-loner,
and competitive-cooperative. Brand personality is the characterization
of brands as perceived by customers. Brand may be as µfor young¶ like
branded jeans of Levi¶s, Lee, Woodland, etc. Big bazaar also target
same concept.
 

c
 c
cc

Relationship between loyalty and profitability should be decided on the
basis of loyal customers that are really profitable for company.
The loyal customers are believed to be cost less to serve, they are
willing to pay more than other customers and act as a word- of- mouth
promoters for the company. It is believed that one sure way to earn
greater profits is to win loyalty of customers.


 v 4 




c
 c
c c 




 
 


It is the customer¶s beliefs about the company¶s product being of, say,
high quality, or low price, or durable, etc. Thus it is very necessary
that product should be according to the customers need. It should not
be damaged, in store product should be given open facing. For pack of
two the products were given alternate 4 facing. I.e., one row of single
and other row of double.
 v v 
c
c 
 


In retail stores less stock is maintained. This stock on other hand is
sufficient enough to fulfill the demand of that vary product in store.
To know the exact amount to be maintained on floor it is very
necessary to know:-
a. Product facing
b. Capability to maintain stock in warehouse
c. Demand of the product.
d. Profit margin on the product.
 v  




c

Pack of two was the new scheme, so its prices to be get changed on
rem for those products whose prices have changed by the producing
company. The work was to report DM or team leader about the
increase in prices and get it updated on rem so that discount could be
given accordingly.
 v  c 
c

c 
a. The discount was given on the scheme of pack of two.
b. The discount was 1/4th on the profit of the retail company.

c. I. e if the company is getting profit of rs10 on a product, whose mrp
is 100.
d. Then after discount it is sold at rs97.5 in the store.
 v  c 



Since inventory represents cost, managers seek stock minimization. To
always have in stock every conceivable item that a customer might
order would normally be prohibitively expensive for companies
marketing many items.
One solution is to separate items into those that are in high demand and
those that are is slow moving. Two related inventory decisions are
knowing when and how much to order so that stocks are replenished.
This is because there is a lead time between ordering and receiving
inventory, and there should not be stock out as the company is waiting
for the order items to arrive. The more variable the lead time and
higher will be the safety or buffer stock that the company will be
required to keep to prevent a stock out.
At the store (Lucknow) I saw this problem many times with many of
the products. The stock order placed should be more in the starting of
the month as at that time customer¶s purchasing power is more. But I
usually saw that order placed was somewhat same throughout the
month due to which there was stock out in some of the items in food.

 v  
 




Barcodes are the labels which shows price of product after giving the
discount on that product.
Bar tender is the software by which we use to take out the bar codes.
Process:-
a. To select items according to their EAN numbers Include for export
exit enter.
b. No. of quantity done.
c. now go to next program of print select the items;
ok

  


 
  c 
1. Total people surveyed-90
2. Total people who responded well-72
  3#40u
1. Men: 22
2.Women: 30
3. Youngsters: 18
4. Children: 8
5. Old aged: 12
*




 

  

  

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1. Married: 74 2. Unmarried: 16




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in exchange of the reasonable prices.
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They say that for them any discount is good if the product is of their
utility.
Customers are interested to buy the products again and again of the
scheme.


 

 
  

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3. Maggi noodle masala (760g): 32
4. Maggi noodle vegetable atta (360g): 24
5.Maggi noodle rice chilli chow (332g): 8
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1. MTR dessertmix badam drink (220g): 11
2. MTR dessertmix gulab jamun mix (200g):10
3. MTR payasam kheer (220g): 60
4. MTR readymeal suji upma: 16
5. MTR snackmix dosa mix (500g): 12
6. MTR snackmix rava dosa (500g): 19
7. MTR snackmix rava idli (500g): 6
8. MTR snackmix uttappam (500g): 15
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  c 
Maggi showed a good response day by day but those like Chili Chow,
Lemon masala, Rice shahi pulao was not up to satisfactory demand.
Mtr Badam drink, Gulab jamun, Rava idli, Dosa mix were less in
demand may be due to season.
Mtr Payasam kheer showed outstanding demand.
Parle hide n seek (100g), Digestive, Bourbon, krack jack were in good
demand in families. These were like combination of chocolate, lite,
salty biscuits.
Digestive was preferred by health conscious customers mainly.
Britannia Jim jam and Bourbon were preferred by children, and pista,
butter; cashew also provided a great choice in ready to eat section.
Nestle chocolates Kit Kat of 34g, 99g were in good demand.
Red label tea nature care ct 2*250g, Tata tea gold and premium
2*500gm should continue because their demand was increasing slowly.
Bikano Alu Bhujia and Bikaneri bhujia should be continued as
affordable prices for all customers. It is competing Haldiram and many
local made, so it will take some time for it to raise a remarkable
demand.
Some of the products which can be considered for sale set.
Britannia nutri digestive (small pack)-focuses all health conscious and
old age which are in good percentage. So it can be considered or
scheme.
Mohan¶s corn flakes (liked by all class people and in budget).
'
No offer on Sunfeast products which targets children in their
advertisements.
Private label products were very reasonable and very affordable and
were in good demand but there was good number of damage also from
the brand in tasty treat instant noodles masala (400g).
There is private label honey also, of very reasonable rate, for its
promotion can we have it in any scheme?



c 
MARKETING OBJECTIåE
Target is placement of all merchandising units across the market
in a months time
Create Identity in a Short Span
Offering a wide range
Reach every nook & corner
Distinct Approach ( Innovative & Differentiated products)
Constant connection through technology
High level of transparancy
Pricepressure from webshops
Changed orientation and purchase behaviour
Shift your loyalty!
From Push tool to Pull platform
Producer Retail Consumer
Experience social retailing organised
Service informed
Product connected
Material consumer
Providing social tools and platforms around products and
services to create better informed and better organised buying
behaviour.
'
Giving away design
Giving away assortment
Give away marketing
Augmented Reality
 c


cc 
— promote quality employment;
— improve business process practices;
— spur investments in support industries; and
— enable the modernization of the fragmented
— traditional retail industry.
Modern retail business focuses on maximizing customer
footfalls and capturing rising volume and share of the customer wallet.
While the competition strategy is largely price focused, the
model works by:
— improving sourcing efficiencies;
—expanding product assortment;
—differentiating service; and
—enhancing the store ambience. Thus, there are four drivers of
modern retail¶s ³one-stop shopping model´:price, product,
service, and ambience
The main objective of these studies is to understand how these
firms are:
— penetrating markets;
— introducing formats and product categories;
— operating the end-to-end value chain;
— pricing different products; and
— capturing customer footfalls.
'K
It helps to:
—attain critical mass;
—economies of scope in sourcing by accruing costs across stores;
and
— reach out to consumers in the local neighbourhood locations


c
 c


cc 

c 
Modern retail penetration and consumer adoption in the apparel and
clothing category is the highest.
An organized retailer gets an average of 30 per cent gross margin or
above on MRP across women¶s wear, gents¶ wear, and kids¶ wear on
branded labels. In the case of private labels of store brands, clothing
margins are higher than 60 per cent typically.
In the food and grocery section across hypermarket, supermarket, and
discount store formats, grocery covers around 45 per cent of store
space in FMCG and staple food products.
As regards fresh fruit and vegetables, however the store level
penetration is low compared to other categories for various reasons: (i)
high wastage; (ii) lack of temperature-controlled isles; and (iii) low
profit margins in bulk produce (potatoes, tomatoes, and onions). In
addition, the customer adoption rate is also low in fresh fruit and
vegetables because of its daily need-based requirement and the distance
factor.
Nevertheless, fruit and seasonal vegetables are higher profit-margin
produce: fruit sell at 40 per cent margin on the cost price, and seasonal
and exotic vegetables around 30 per cent above the cost price. Across
the fruit and vegetable section, the net profit gain is between 8 per cent
and 10 per cent on an average. As a result, organized retail firms are
strategizing convenience format stores up to 2,000 sq. ft. area in order
to penetrate the local neighborhood markets.
'






c 



Large retailers are heading for a pyramidal approach by launching
several small-sized neighborhood convenience stores in tandem with a
few large hypermarket or department store formats. This strategy is
beneficial to large retail firms because they can absorb supply-chain
costs across formats. Further, bulk purchases enable them to squeeze
profit margin from suppliers. However, the local traditional retailers in
the nearby locations feel more intense competition.
The product mix in the hypermarket format is typically 60 per cent
food and 40 per cent non-food. The format incorporates a larger share
of apparel, grocery products in staples, and FMCG goods, of which the
share of apparel merchandize is 30 per cent. Fruit and vegetables,
mobile phones, alcohol-based beverages and pharmaceutical
electronics and household durable product categories encompass a
much smaller share.
Another dominant format used by modern retailers includes the
department and speciality stores focusing primarily in clothing,
cosmetics, artificial jewelry and watches, and household durables.
The discount and convenience formats largely concentrate on fruit and
vegetables and grocery products.
Gradually, the organized retail value chain would prefer to lean
towards the direct procurement approach in order to reduce the cost of
the middleman.
The direct procurement model benefits modern retailers for the
following reasons: (i) maximizing its gains on large volume
transactions; (ii) implementing store brand promotional schemes; and
(iii) minimizing the operational cost.
In the case of FMCG and staple products, the firms procure primarily
from large suppliers for branded products and small suppliers for store
brand private labels. As regards apparel, a mix of large and small
suppliers supply directly for private labels.
'

Currently, the modern retailers work on a commission-based margin
with branded suppliers as opposed to the slotting-fee position where a
manufacturer or supplier gets shelf space by paying a certain fee
structure. By having commission-based direct contract terms with
branded suppliers, retailers are able to arrange various promotional
schemes in order to attract customer footfalls to their stores and secure
discounted price on bulk purchase. This business tactic is particularly
disadvantageous to the traditional retailers because their volume
demand is very small and is primarily on credit payments.
'
m
 mmm

Finally, but most importantly, the employment generated by organized
retail is building a quality labour class that is gaining vocational
training in skilled and unskilled jobs at the graduate and tenth class
level Foreseeing the demand for trained staff, leading organized
retailers are creating their captive human resources pool through
internal training and programmes and tie-ups with retail management
schools.


c
 



Subhiksha åalue
Low-price high-volume strategy: by keeping no fancy frills front-end
and by becoming an intermediary at the back end, Subhiksha leverages
on discounted prices on bulk purchases and cash payments.
Trent Limited Lifestyle &
åalue
Single- brand strategy: leverages on high margins in private labels, and
targets consumers in socio-economic class B and C.
ITC Choupal Sagar & Choupal
Fresh åalue
Backward integration through IT-based business model: leverages by
building direct relationship with the supply source, the farmers, to sell
as well as purchase products and services.
Spencer¶s Retail åalue
The ³duck and the duckling´ model: by having two- or three- value
segment stores, backed by a cluster of small-sized Fresh, Daily, and
'
Express stores, to leverage on economies of scale at back-end value
chain.
NDDB: Mother
Dairy åalue
Operates on a co-operative model with the objective of increasing
farmers¶ welfare. Has a strong presence in Delhi¶s NCR region.
Strategically located in residential areas and follows a low-price
strategy for fruit and vegetables.
'
   c 
If this project proves to be of any usefulness to the reader then I will be
very proud of it, that all the hard work done by my faculty and me has
been fruitfull.
Above all, I hope to have shown my reader that the answer of their
questions on the working of the company and its maketing stategies
which made it a retail giant and capture the big part of the market. how
ever it is difficult to know about a company but training provided to
me helped me a lot to know the retail store and consumers behavior to
a great extent. i came to know how a consumer reacts to every action
made by retail to pursue them with their promotional and marketing
strategies.
This project helped me to clear my else doubts and step over the
boundaries of confusion and querries with reference to retail store and
helped to be more focused and helped me a lot to understand the
concepts in my studies.
'
 c
 
KOTLER PHILLIP,KELLER KELåIN
Marketing Management, Pataparganj, Delhi, Dorling
Kindersley(India)Pvt.Ltd , 2007,
³74 to 80´, ³164 to 170´, ³200 to 203´, ³205 to 208´,´231 to 236´,
³245 to 264´.
KUMAR ARUN AND MEENAKSHI N
Marketing Management, Naraina, New Delhi, Excel Books Pvt.
Ltd.,2008, ³11 to 14´,´29 to 31´, ³70 to 75´, ³82 to 98´, ³103 to
104´,´112 to 115´, ³126 to 128´, ³218 to 229´, ³232 to 233´.
c




www.yorku.ca/rkenedy/critical_skills/student/nick_ashby_ppt_prestns/
how_to_write_an_introduction.ppt+how+to+write+introduction&hl
www.livemint.com/Big-Bazaar-plans-to-open-15-st.
www.financialexpress.com/news/Future-Group-to-hive-off-Big-
Bazaar/
www.fibre2fashion.com/face2face/pantaloon/kishorebiyani.asp
www.thehindubusinessline.com/iw/2005/12/25/stories/
http://www.domainb.
com/companies/companies_f/future_group/20080930_future_group
''

 
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SURåEY QUESTIONNAIRES
1. Tick the option you fall in:-
a. women
b. children
c. youngsters
d. men
e. old age
2. Does the big bazaar match consumer expectation or are they just
making empty promises?
a. yes
b. no
3. Marital status:-
a. married
b. unmarried
4. Occupation:-
a. students
b. business
c. service
d. others
5. Income group:-
'
a. 0-10,000
b. 10,000-15,000
c. 15,000-20,000
d. more than 20,000
6. Your family is:-
a. single family
b. joint family
c. bachelor
d. others
7. You use the products in offer:-
a. every day
b. more than once in a week
c. once a week
8. Is the store conveniently located?
a. strongly agree
b. agree
c. disagree
9. What about store environment?
a. very good
b. good
c. average
10. Do you find variety in products?

a. strongly agree
b. agree
c. disagree
11. What do you think about quality of the products?
a. very good
b. good
c. average
12. Do you like the way products are displayed?
a. very attractive
b. attractive
c. average
13. How do you come to know about the schemes?
a. reference group
b. newspapers
c. sales promotions
d. pamphlets distributed
e. paging in store
14. Are you satisfied with the products in store?
a. yes
b. no
c. no comments
15. Are you happy with the schemes and discounts?
a. strongly agree
b. agree
K
c. disagree
16. How much interested are you in using products?
a. not at all interested
b. not very interested
c. neutral
d. somewhat interested
e. not sure
17. Which of the following product you like to take?
a. Britannia g-day butter
b. Britannia g-day cashew
c. Britannia g-day pista
d. Britannia jim- jam
e. Britannia cream treat bourbon
18. PARLE PRODUCTS:-
1. Parle hide n seek choco chips(200g)
2. Parle hide n seek choco (100g)
3. Parle bourbon cream(200g)
4. Parle digestive (176g)
5. Parle krack-jack (240g)
6. Parle glucose (1kg)
19. MAGGI NOODLES:-
1. Maggi noodle masala(380g)
2. Maggi noodle masala(570gm)
3. Maggi noodle masala(760g)
4. Maggi noodle vegetable atta(360g)
5. Maggi noodle rice chilli chow(332g)

20. MTR products
1. MTR dessertmix badam drink(220g)
2. MTR dessertmix gulab jamun mix(200g)
3. MTR payasam kheer(220g)
4. MTR readymeal suji upma
5. MTR snackmix dosa mix(500g)
6. MTR snackmix rava dosa (500g)
7. MTR snackmix rava idli(500g)
8. MTR snackmix uttappam(500g)
21. ACT II
1. Mix butr (99g)
2. Mix butr lover(99g)
3. Mix Butr pepper(60g)
4. Mix chilli surprise(70g)
5. Mix classic salted(70g)
6. Mix golden sizzle(70g)
22. AMUL PRODUCTS:-
1. Amul butr(500g)
2. Butr lite(500g)
3. Cheese chiplet(200g)
4. Cheese lite(500g)
5. Cheese slice(200g)
6. Cheese tn(400g)
7. Lite spread tub(200g)
23.BAMBINO
1. Macroni (900g)


2. Macroni elbow (450g)
3. Pasta penne (500g)
4. Pasta spiral (500g)
5. åermicelli macr elstx (950g)
6. åermicelli roasted (950g)
7. åermicelli sc (1kg)
8. åermicelli sc ( 450g)
24. NESTLE PRODUCTS:-
1. Coffee classic box (200g)
2. Coffee classic jar (50g)
3. Coffee classic pp (50g)
4. Coffee jar (100g)
5. Kit Kat (99g)
6. Kit Kat (34g)
7. Chocolate munch (102g)


*-0%3?