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Introduction

Retailing in evolving into a global, high-tech business. Wal-Mart is now the worlds largest corporation and has become the largest food retailer in the United States. French based Carrefour, the world second largest retailer. Retailing in more developed countries is big business and better organized. But the retail scenario in India is different much of it is in unorganized sector. There are more than 12 million retail outlets of various sizes and formats. And almost 90% of them are less than 500 sq. ft. in size and the per capita retail space is only 2 sq. ft. while US has 16 sq. ft. India has the largest number of outlet in world i.e. 9 outlets for 1000 people. Most of them are independent and contribute to the retail sales. Because of increasing number of nuclear families, working women, greater work pressure and greater commuting time, convenience has become a priority for Indian customers. They want everything under one roof for easy access and multiplicity of choice. The growth and development of organized retailing is driven by two main factors- lower prices and benefits the customer cant resist. India is rapidly involving into a competitive market place with potential target consumers in the niche middle class segments. The market trend indicates tremendous growth opportunities. The buying behaviour and lifestyle in India too are changing and the concept of value for money is fast catching on in Indian retailing. This is the evident from the expansion of the pantaloons chain into the large format, Big Bazaar. This growth in retail sector is making the retailers powerful intermediates in the marketing channel, bridging the gap between manufactures and consumes.

Objective of the Study at Big Bazaar


Retail is the buzz word of the Indian economy today. As retail industry is growing at a high pace we wanted to have an overview of the subject. I have chosen Big Bazaar Retail as the area for field work because Big Bazaar Retail is very upcoming retail company which is continuously changing its activities with the change of time. I want to understand their marketing activities and like to relate how similar or dissimilar it is from what I have studied in Retail marketing. To execute the project I visited Big Bazaar and collected the data. The interaction with the Store Manager, Operational Manager in Big Bazaar was fruitful to me as it cleared many core concepts when it came to practical application. The objectives of the surveys I did: Collecting customer opinions and understand their expectations and requirements. To know about the customer queries, comments and suggestions about the store and its products. To get suggestions to increase the customer satisfaction and to improve the image of the stores Big Bazaar. Develop service or product based on the findings. Look at the current trends so that you can change immediately. To know about the marketing activities of Big Bazaar. To increase the sales.

Research Methodology
Need for the Survey:Many surveys were done for the partial fulfilment of project work as to study the market as well as consumers. Those surveys contained many things: To analyze the customer satisfaction and opinion towards BIG BAZAAR store. To get suggestions from customers to increase their satisfaction level and to improve the image of the stores BIG BAZAAR. To do customer profiling in catchment and nearby areas before opening of a store. To do some promotional activities which included creating awareness among the people? To analyze the resent prices of some skus for food bazaar with competitors. The image of the stores BIG BAZAAR. To know about the marketing activities of Big Bazaar.

Research Design:Research design was adopted for the purpose of analyzing the data that would give concrete & useful results in making a value judgment, which was aimed to combine relevant data along with the economic infrastructure and time in mind.

Source of Data:Primary Source:


The primary data is collected by interviewing the customers who have visited the BIG BAZAAR store for shopping and consumers at home also; each unit of the sample has responded to the questionnaire and has given their opinion about the store BIG BAZAAR. Therefore primary data was collected in the communication process where interviewer was answering to the different questions posed b the interviewer.

Secondary Source:
Secondary information is any data generated for some purpose other than present research. The secondary data is collected form Companys profiles Magazine News papers

Sampling Unit:
It means whom to be surveyed. In this project, samples were taken for different customers who come in Big Bazaar, PCMC, Pune.

Sample size:
Sample size means how many samples to be surveyed. For studying the Improving returns per sq. ft. for Utensil and Plastic section of the Big Bazaar, PCMC, Pune, the sample size is 500.

Industry Profile
RETAILING:Definition and scope of Retailing: The word retail is derived from the French word retailer, meaning to cut a piece off or to break bulk. In simple terms, it implies a first-hand transaction with the customer. Retailing involvers a direct interface with the customer and the coordination of business activities from end to end right from the concept or design stage of a product or offering, to its delivery and post-delivery service to the customer. The industry has contributed to the economic growth of many countries and is undoubtedly one of the fastest changing and dynamic industries in the world today.

Retailing Scenario- India:The retail scenario in India is unique. Much of it is in the unorganized sector, with over 12 million retail outlets of various sizes and formats. Almost 96% of these retail outlets are less than 500 sq. ft. in size, the per capital retail space India being 2 sq. ft. compared to the US figure of 16 sq. ft. Indias per capital retailing space is thus the lowest in the world. With more than 9 outlets per 1000 people, India has the largest number in the world. Most of them are independent and contribute as much as 96% to total retail sales. Because of the increasing number of nuclear families, working women, greater work pressure and increased commuting time, convenience has become a priority for Indian consumers. They want everything under one roof for easy access and multiplicity of choice. This offers an excellent opportunity for organized retailers in the country who account for just 2% (and modern stores 0.5%) of the estimated US $180 billion worth of goods that are retailed in India every chain, Wal-Mart. India is rapidly evolving into a competitive marketplace with potential target consumers in the niche and middle class segments. The market trends indicate
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tremendous growth opportunities. Global majors too are showing a keen interest in the Indian retail market. Over the years, international brands like marks and Spencer, Samsonite, Lacoste, McDonalds, Swarovski, Dominos among a host of others have come into India through the franchise route following the relaxation of FDI (foreign direct investment) restrictions. Large Indian companies- among them the Tata, Goenka and the Piramal groups are investing heavily in this industry.

Key Players in Indian Retail Sector:The players have hit the ground running. Reliance is hiring overseas talent to beef up its management capabilities it has roped in Peter Bracher form Asda Wal-Mart as special adviser for Reliance Fresh stores and Kevin Pleass from Tesco, UK, to help with store design and construction even as the AV Birla group is on a talent hunt ahead of its Rs 15,000- crore (Rs 150 billion) retail rollouts. The biggest competitor for Bharati- Wal-Mart is likely to be Reliance retail, the retail wing of Reliance, which had planned to establish 10,000 stores by 2010. It had already opened 11 pilot stores under the Reliance Fresh format in Hyderabad. Retail icon Kishore Biyani is also stepping on the gas- he has announced plans to roll out 225 Big bazaar stores and hundreds of other outlets in other formats in the next four years. Pantaloon Retail currently has 3.2 million sq. ft. of space in the country by 2010. Again, in Tier-II cities, where lease rentals are 40-50% lower than those in top tier cities, pantaloon has been quick to establish its presence. The Tata group too earlier this year expanded its footprint (beyond the formats rolled out by Group Company Trent of Westside fame) by entering the durables segment, in a tie-up with Australian retailer Woolworths, with the launch of its Croma store. Then there are players like the K Raheja groups Shoppers stop and the Rajan Raheja- controlled Globus that are expanding their reach in the apparel and accessories segments. Others like ITC (a big player in its own right), the Godrej group, Century Textiles and Raymond as well as mid-size players like Vishal Mega Mart, Subhiksha and Sabka Bazaar

are busy increasing their footprint. we plan to have a national presence with 30 stores by March 2008 and double it to 60 by March 2009, with a capital or Rs 400 crore (Rs 4 billion), says RK Krishna Kumar, Director, Tata sons, who is spearheading Tatas retail venture. Another big player in the segment will be the Bharati group. Overhauling this part of the supply chain will be key to the success of any retail venture in food and groceries segment. Wal-Mart, the worlds largest retailer, and Bharati Enterprises have signed a Memorandum of Understanding (MoU) to explore business opportunities in the Indian retail industry. This joint venture will mark the entry of Wal-Mart into the Indian retailing industry a retail chain like future Groups Big Bazaar may be clocking heady sales (growing at 100% year-on-year), but the dozenodd shops operating in its proximity wear a deserted look, giving a somewhat hollow ring to the much-talked-about retail boom in the country. The key players currently operating in the Indian retail industry includes Future Group, Trent Ltd, RPGEnterprise, Vishal Retail Ltd, shoppers stop Ltd, Bata India Ltd, provogue India Ltd, Videocon appliances Ltd. I.T.C. Ltd, Godrej Agrovert Ltd, and DCM- Hariyah Kisaan Bazaar. Retailers ranging from pantaloon to RPG to piramals or the Tatas are working towards exploiting this model, perceived by consumers as more value enhancing. But in the long run, what is most likely to succeed is a more balanced multi-format strategy. Finally, while in the first flush of the retail boom, the elimination of traditional intermediaries may bring windfall gains (as well as bring welcome and much-needed relief to the producers), this source will increasingly dry out as competition intensifies and margins come under pressure a few years down the line. What would set the survivors apart from those who are forced to sell out (or go belly-up) will be differentiators like location, value-added services (convenience), private labels and customer loyalty programs, other than price. The last, a result of retailer-manufacturer tie-ups, state-of-the-art supply chain infrastructure, global sourcing and scale will be a key factor. And, if experience in other markets is anything to go by, an uncanny ability to read shifting trends.

Major Retailer in India: Indias top retailers are largely lifestyle, clothing and apparel stores. This is followed by grocery stores. Following the past trends and business models in the west retail giants such as Pantaloon, Shoppers Stop and Lifestyle are likely to target metros and small cities almost doubling their current number of stores. These Wal-Mart wannabes have the economy of scale to be low medium cost retailers pocketing narrow margin.

Leading Retailers

Company Profile
Pantaloons Retail (India) Ltd. Type Key People Industry Products Website Private Kishore Biyani MD & CEO Retail Department Stores & Supercenters www.pantaloon.com

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 7 million square feet of retail space, has over 1000 stores across 53 cities in India and employs over 25,000 people. The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, aLL, Top 10, M-Bazaar 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:Future Group is one of the countrys leading business groups present in retail, asset management, consumer finance, insurance, retail media, retail spaces and logistics. The groups flagship company, Pantaloon Retail (India) Limited operates over 7 million square feet of retail space, has over 1000 stores across 53 cities in India and employs over 25,000 people. Some of its leading retail formats include, Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, e-Zone, Depot, Future Money and online retail format, futurebazaar.com. Future Group companies includes, Future Capital Holdings, Future Generali India Indus League Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and Bowling Co. Future Capital Holdings, the groups 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 groups 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 Talwalkars, Blue Foods and Liberty Shoes. Future Groups vision is to, deliver Everything, Everywhere, Every time 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.

Lines of Business:The company is present across several lines of business which have various formats (stores) lywood, The Dollar Store (JV) Fashion Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, Big Bazaar, Lee Cooper (JV) General merchandise Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KBs Fair Price Electronics e-Zone, Staples (JV) Home improvement Home Town
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Furniture Collection I, Furniture Bazaar, Home Bazaar E-tailing (Online Shopping) Books & Musics Depot Leisure & Entertainment Bowling Co., F123 Wellness Star & Sitara, Tulsi Telecom & IT Gen M, M-Bazaar, M-Port, Converge M, Consumer Durables Koryo, Sensei Service E-Care Malls TGIP, Central Gurgaon

Future Retail:Retail forms the core business activity at Future Group and most of its businesses in the consumption space are built around retail. Future Groups retail network touches the lives of more than 200 million Indians in 71 cities and 65 rural locations across the country. The group currently operates around 1,000 stores spread over 12 million square feet of retail space. Present in the value and lifestyle segments, the groups retail formats cater to almost the entire consumption expenditure of a wide cross-section of Indian consumers Led by Pantaloon Retail, the groups flagship company, the group manages some of Indias most popular retail chains like Pantaloons -- a chain of fashion destinations, Big Bazaar - a uniquely Indian hypermarket chain, Food Bazaar -- a supermarket chain that blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central -- a chain of seamless destination malls. Some of its other formats include Brand Factory, Planet Sports, aLL, Top 10, and Star and Sitara. The group also operates Indias most popular online shopping portal, futurebazaar.com. Retailing of products and services related to home building and home improvement is led through the groups formats, Home Town, a largeformat home solutions store, along with specialized formats for home furniture and home furnishing through, Collection i and Furniture Bazaar and consumer electronics through e-Zone and Electronics Bazaar.

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The group also operates Indias leading rural retailing chain, Aadhaar that is present in over 65 locations in rural India. Aadhaar, an agri-service cum rural retail initiative, provides a complete solution provider for the Indian farmer. In 2007, Pantaloon Retail was awarded the International Retailer of the Year by the US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year at the World Retail Congress held in Barcelona.

Future Brands: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. Dreamline, present in the home segment, offers a wide range of products in kitchenware, bed & bath linen, and Home Dcor 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 groups brands include Koryo and Sensei.

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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, Whole time 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, Ahmadabad. Prior to joining Pantaloon Retail, he was the CEO of Globus.

Mr. Shailesh Haribhakti, Independent Director

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.

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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 among others.

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), Ahmadabad. 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, among others.

Ms. Bala Deshpande, Independent Director

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, among others.

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, among others.

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Corporate Statements:Future Group Manifesto:Future the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn our ability to evolve. We, in Future Group, will not wait for the Future to unfold itself but create_future_scenarios in the consumer_space and facilitate consumption because consumption is development. Thereby, we will effect socioeconomic development for our customers, employees, shareholders, associates and partners. Our customers will not just get what they need, but also get them where, how and when they need. We will not just post satisfactory results, we will write success stories. We will not just operate efficiently in the Indian economy, we will evolve it. We will not just spot trends, we will set_trends by marrying our understanding of the Indian consumer to their needs of tomorrow. It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing. Rewrite Rules. Retain Values

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Group Vision:Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner.

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

Core Values:

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

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Company Timeline:Major Milestones


1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, Indias 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 Indias family store launched in Kolkata. 2001 Big Bazaar, Is se sasta aur accha kahi nahin - Indias first hypermarket chain launched. 2002 Food Bazaar, the supermarket chain is launched. 2004 Central Shop, Eat, Celebrate in the Heart of Our City - Indias first seamless mall is launched in Bangalore.

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2005 Fashion Station - the popular fashion chain is launched aLL a little larger - exclusive stores for plus-size individuals is launched 2006 Future Capital Holdings, the companys financial arm launches real estate funds Kshitij and Horizon and private equity fund Indivision. Plans forays into insurance and consumer credit. Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, E-Zone, Depot and futurebazaar.com are launched across the nation. Group enters into joint venture agreements with ETAM Group and Generali.

Awards & Recognition:2008 Coca-Cola Golden Spoon Awards 2008 Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani Most Admired Food & Grocery Retailer of the Year Supermarkets: Food Bazaar Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big Bazaar Most Admired Retailer of the Year - Dynamic Growth in Network Expansion across Food, Beverages & Grocery: Future Group Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big Bazaar The Coca-Cola Golden Spoon Awards 2008, were given away for the first time as a culmination of the Food Forum India 2008 a two day convention which saw the participation of leading brands, retailers & retail support organizations from across the globe. The awards were presented to honour enterprise, innovation and achievement in the food retailing business as a benchmark of excellence.

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The Reid & Taylor Awards for Retail Excellence 2008 Retail Leadership Award: Kishore Biyani Retail Best Employer of the Year: Future Group Retailer of The Year: Home Products and Office Improvements: HomeTown The Reid & Taylor Awards for Retail Excellence are an important feature of the Asia Retail Congress - Asias single most important global platform to promote world-class retail practices - and are aimed at honouring the best, in Asian Retail scenario. India played host to Asia Retail Congress 2008. 2007 Images Retail Awards Most Admired Retail Face of the Year: Kishore Biyani Most admired retailer of the year: Large format, multi product store: Big Bazaar Most admired retailer of the year: Food and Grocery: Food Bazaar Most admired retailer of the year: Home & office improvement: HomeTown Most admired Retail Company of the year: Pantaloon Retail (India) Ltd. Images Retail Forum followed strict international benchmarks in deciding the top honours for Images Retail Awards 07, with IRIS as knowledge partner and global consulting firm AT Kearney as the Process Approver.

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National Retail Federation Awards International Retailer for the Year 2007 Pantaloon Retail (India) Ltd The National Retail Federation is the worlds largest retail trade association with over 1.4 million members in the US and across the world. Some of the past winners of the award include Metro AG (Germany), Carrefour (France), Zara (Spain), Boticario (Brazil) and Ito Yokado (Japan). The award was presented at the Retails Big Show held in January 2007 in New York.

World Retail Congress Awards Emerging Market Retailer of the Year 2007 Pantaloon Retail (India) Ltd The inaugural World Retail Congress held in Barcelona, Spain in March 2007 attracted over one thousand retail professionals from over sixty countries. The awards were decided by a multinational Grand Jury. Winners in other categories included Inditex, Mall of Emirates, Marks & Spencer and IKEA. Hewitt Best Employers 2007 Best Employers in India (Rank 14th) Pantaloon Retail (India) Ltd Leading human resources consultancy, Hewitt Associates conducts an annual survey of the best employers in India, as part of its global initiative. It is based on CEO interview, People Practices Inventory and Employee Opinion Surveys. Pantaloon Retail became the only retailer to feature among the twenty-five best employers in India. PC World Indian Website Awards Best Indian Website In The Shopping Category - Futurebazaar.com PC World, a leading consumer technology magazine selected the best Indian websites in various categories based on use of technology for delivering solutions, information being presented in an intuitive and concise manner and overall experience aided by design.

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Readers Digest Trusted Brands Platinum Awards Trusted Brands Platinum Award (Supermarket Category) Big Bazaar The Readers Digest awards are based on surveys done among consumers by independent research agency, Nielsen Media Research. This is the second consecutive time Big Bazaar has won this award. 2006 Retail Asia Pacific Top 500 Awards Asia Pacific Best of the Best Retailers Pantaloon Retail (India) Ltd Best Retailer in India Pantaloon Retail (India) Ltd The Retail Asia publication in association with Euro Monitor and KPMG honours the best retailers in 14 countries across the Asia Pacific region. The awards were presented in Singapore in October, 2006. Asiamoney Awards Best Managed Company in India (Mid-cap) Pantaloon retail (India) Ltd. The Asiamoney publication conducts a poll among fund manages and investors and does a quantitative analysis of financial performance to select best managed companies in Asian countries. Ernst & Young Entrepreneur of the Year Award Ernst & Young Entrepreneur of the Year (Services) Kishore Biyani Considered to be one of the most prestigious business awards in India, a jury comprising leading names in Indian business selected the winners based on courage, creativity, passion, endurance and vision. CNBC Indian Business Leaders Awards the First Generation Entrepreneur of the Year Kishore Biyani Organized by CNBC-TV18, the twelve awardees in various categories are decided by a high profile jury, along with research partners - The University of Chicago Graduate School of Business, Development Dimensions International (DDI) and AC Neilson ORG MARG.

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Lakshmipat Singhania IIM Lucknow National Leadership Awards Young Business Leader Kishore Biyani The award recognizes and honours individuals who have contributed consistently to the betterment of our country through their pursuit of excellence. The awards were presented in New Delhi by the Prime Minister Dr. Manmohan Singh in December, 2006. Images Retail Awards Best Value Retail Store Big Bazaar Best Retail Destination Big Bazaar Best Food & Grocery Store Food Bazaar Retail Face of the Year Kishore Biyani The Images Retail Awards are decided through a nationwide consumer & industry poll and nominations followed by performance assessment by team of analysts and jury. Readers Digest Awards Platinum Trusted Brand Award - Big Bazaar The Readers Digest awards are based on surveys done among consumers by independent research agency, Nielsen Media Research.

CNBC Awaaz Consumer Awards Most Preferred Large Food & Grocery Supermarket Big Bazaar Conducted in association with AC Nielsen-ORG Marg across 21 major cities, nearly 10,000 consumers were asked to choose their most preferred brands. Reid & Taylor Awards for Retail Excellence Retail Entrepreneur of the Year Kishore Biyani

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Big Bazaar Indias Real Retail Story


Big Bazaar, the flagship retail chain of the Future Group, is on the verge of achieving a unique milestone in the History of World Retail by being the first hypermarket format in the globe to rollout fastest 101 stores in a short span of seven years. Currently, Big Bazaar has 98 stores in the country, including the recently opened store in Mysore on September 26th 2008. Further to this, Big Bazaar will be opening three more stores in a single day i.e. 30th September 2008, which will take the eventual count to 101 stores in the country. These three stores opening shortly in Pune (Kalyani Nagar), Cuttack (Darga Bazaar) and Delhi (Rajouri Garden). Big Bazaars journey began in October 2001, when the young, first generation entrepreneur Kishore Biyani opened the countrys first hypermarket retail outlet in Kolkatta (then Calcutta). In the same month, two more stores were added one each in Hyderabad and Mumbai, thus starting on a successful sojourn which began the chapter of organized retailing in India. Speaking on this momentous occasion and remembering the days of conceptualizing the hypermarket idea Mr. Kishore Biyani said, We initially decided to name the format as Bazaar because we had designed the store keeping the Indian mandi style in mind. Since the size of the hypermarket was big than an average mandis, the thought came to name it as Big Bazaar. However, we had freezed on the punch line Is Se Sasta Aur Accha Kahin Nahi much before we met the creative agency to design the final logo of Big Bazaar. Though, Big Bazaar was started purely as a fashion format including apparel, cosmetics, accessory and general merchandise, the first Food Bazaar format was added as Shop-In-Shop within Big Bazaar in the year 2002. Today, Big Bazaar, with its wide range of products and service offering, reflects the aspirations of millions of Indians. The journey of Big Bazaar can be divided into two phases one pre and the other post January 26th, 2005, when the company rewrote the retail chapter

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in India, with the introduction of a never-before sales campaign Sasbe Sasta Din. In just one day, almost the whole of India descended at various Big Bazaar stores in the country to shop at their favourite shopping destination. Further, what followed was the time and again rewriting of the Indian Retail experience, wherein understanding of the Indian consumers reflected in the products and services offered, creating innovative deals, expanding in the tier II and tier III towns, tying up with branded merchandise to offer exclusive products and services to its customers. Big Bazaar is present today in 59 cities and occupying over 5 million sq. ft. retail space and driving over 110 million footfalls into its stores. The format is expecting the number of footfall in the stores to increase by over 140 million by this financial year. Over the years, Mr. Biyani for his vision and leadership, and Big Bazaar for its unique proposition to its customers, have received every prestigious consumer awards both nationally and internationally. Says Rajan Malhotra, President, Strategy & Convergence, Big Bazaar, What is important in our journey is not the number of stores, but the customers faith in us. Its the India and the Indians, which have helped us, reach this feat in such a short time span and today our country is creating a history in the World organized Retail. Rajan Malhotra, who is also the first employee of Big Bazaar, joining the organization in early 2001 adds, Since beginning, we have kept Big Bazaar as a soft brand, which reflects the India and the Indianess. We believed in growing with the society, participating and celebrating all regional and local community festivals, giving customers preferences above everything else. Every Big Bazaar is a small family by its own and the head of the family Karta is the store manager. Kishore Biyani, the CEO of the Future Group, has a vast understanding of the consumers insight, has inculcated the habit of observing, understanding customers behavior, in every employee of the group. Future Group is confident of the Indian Retail Story. The Group has not slowed down its expansion plans despite the fiscal woes in the economy present today. Future Group plans to have 300 stores and is expecting revenues of Rs 13,000 crore by year 2011

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About Big Bazaar


Type Founded Industry Products Parent Website Subsidiary of Pantaloon Group 2001 Retail Department Stores Future Group www.bigbazaar.com

Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation. It is a subsidiary of Pantaloon Retail India Ltds, Future Group, offers a wide range of products including clothing, footwear, electronic appliances, groceries and kitchen utensils. You can also buy branded stuff from Reebok, Nike and Puma here. The word hypermarket is derived from the French word hypermarche, which is a combination of a supermarket and department store. The stores occupy an area which ranges from anywhere between 80,000 to 2,20,000 sq. ft. and offer a variety of food products like clothes, jewellery, hardware, sports equipment, books, CDs, DVDs, TVs, electrical equipment and computers etc. Hypermarkets are today synonymous with one stop shopping. The cheapest prices will normally be found in these stores. Across the world, hypermarkets are usually part of a retail park, along with other shops, cafeterias and restaurants. A key element of differentiation between the hypermarket and the other retail formats is that they typically destination locations. The hypermarkets are designed to attract customers from a significantly large area with their low price offers, unique range and offers.

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The largest form of organized retailing today. It is an ideal shopping experience with an amalgamation of product, service and entertainment all under of a common roof. The company has been able to leverage on its multi-formats-multi-brand stores, secure prime locations at the best possible prices and command a strong bargaining power with suppliers, which provide it an edge over its competitors. Customers come in Big Bazaar for purchasing, entertainment and pacing here and there. It gives many facility to the customers like; Helpline, Baggage Counter, Parking, Exchange etc. Big Bazaar trying to provide customer with 3Vs Value Variety Volume Big Bazaar (PCMC) divides into three categories; such as Food Bazaar Apparels General Merchandise:- At Big Bazaar, you will definitely get the best products at the best prices thats what we guarantee. With the ever increasing array of private labels, it has opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise you. o Department Stores o Speciality Stores o Discount Stores o Category Stores o Off-Price Retailers o Warehouse Clubs

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Here we talk about the department stores, because Big Bazaar based on the departments.

Department Stores:Carry broad variety and deep assortment organized into separate department for displaying merchandise Major departments includes:o Utensils o Plastics o Home decor o Luggage o Toys o Footwear etc. Chains are very diverse and appeal to different markets o Unique in terms of the shopping experience they offer, the services they provide and the atmosphere of the store o Very promotion-oriented Increased competition with discount and specialty stores creating problems

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Store Organization:-

Store Manager

Assistant Store Manager

Operational Manager

Department Manager

Additional Department Manager

Team Leader

Team Member

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Marketing Strategies of Big Bazaar:At the time 14th April, 2007 of the launch of Big Bazaar in PCMC, Pune, there was no real precedent in the Indian Market. A western model had to be adapted to suits the needs of the Indian environment. Various local market and local markets were studied to understand the product mix and the prices offered. Savings is to the key to the Indian middle class consumers. The store, which would be created, had to offer value to the consumers. Keeping this is in mind the concept of Big Bazaar was created. In India, when a customer needs something for home, a typical thought is to seek it from bazaar were a complete range of products is available to the consumers. As the store would offer a large mix of products at a discounted price, the name Big Bazaar was finalized. The idea was to re-create a complete bazaar, with a large product offering and to offer a good depth and width in terms of range. Price was the basic value proposition at Big Bazaar. The Big Bazaar outlets sold a variety of products at prices which were 5-60% lower than the market price. The line IS SE SASTA AUR ACCHA KAHIN NAHI emphasized this. The key question faced by the management was whether the low margins on the products would allow the company to sustain growth. With the aim of answering this question and in order to allow the company decides on the right locations. The key learning which came out of this exercise was that for a large store like Big Bazaar, a large catchment area was needed. The management decided to stick to the existing market places within the city as the western model of hypermarkets, where the store was located in large areas on the outskirts of the city would not really work in India. The cost of time spent on travels and the cost of petrol in India would eat into the saving made. Some of the key marketing strategies and promotional activities that are successfully employed by Big Bazaar are:

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Discount Selling:Big Bazaar sells all its products at a much cheaper price as compared to the local markets. The range of discounts ranges from 5%-60%. Although the store sells the products at a cheaper rates it does not compromises with the qualities of the products. Huge No. of Brands:Big Bazaar maintains a huge number of brands under its dispose which give the customers the liberty of buying the product of their favorite brand. This helps the customers as they dont go looking out for a product of a particular brand. Large Product Line:Big Bazaar also stocks a large product line of a single brand or multiple brands which gives the customers the leeway to select the most appropriate product out of many available at the most economical prices. Frequent Promotional Activities:Frequent promotional programs like WEDNESDAY HAFTEY KA SABSE SASTA DIN, FASHION SHOWS, were conducted in store in which the customers are provided special discounts, offers in addition to the normal discounts and offers of the store. The main idea of this sort of ideas is to generate customers in the dull days of the week.

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Target and Achievement of Utensil & Plastic Section


I have done my project in Big Bazaar, PCMC, Pune for 50 days. I have done all my 50 days in Utensil and Plastic sections. I mainly focused on these sections how to increase the sales according to per sq. ft.? I have data of 50 days is given below in table: Date Target of UTENSIL (Rs.) 24177 48354 60442 20519 20519 20519 30778 20519 41038 51297 17367 17367 17367 26050 Achievement of UTENSIL (Rs.) 26853 52392 82711 12148 14205 20796 33100 08489 42684 62498 11443 05724 15197 25981
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02 Jan 2009 03 Jan 2009 04Jan 2009 05 Jan 2009 06 Jan 2009 07 Jan 2009 08 Jan 2009 09 Jan 2009 10 Jan 2009 11 Jan 2009 12 Jan 2009 13 Jan 2009 14 Jan 2009 15 Jan 2009

Target of PLASTIC (Rs.) 15077 30155 37694 13553 13553 13553 20329 13553 27106 33882 26735 26735 26735 40102

Achievement of PLASTIC (Rs.) 15433 46508 56041 13089 11994 14758 19555 08229 32654 40064 11954 09272 14624 17288

16 Jan 2009 17 Jan 2009 18 Jan 2009 19 Jan 2009 20 Jan 2009 21 Jan 2009 22 Jan 2009 23 Jan 2009 24 Jan 2009 25 Jan 2009 26 Jan 2009 27 Jan 2009 28 Jan 2009 29 Jan 2009 30 Jan 2009 31 Jan 2009 01 Feb2009 02 Feb2009 03 Feb2009 04 Feb2009

17367 34733 43417 59957 59957 59957 89936 59957 119914 149893 59957 59957 59957 89936 59957 119914 149893 23268 23268 23268

07687 29821 35719 13110 05913 12704 19581 07307 313034 365480 252241 07693 14116 12515 17077 44214 49128 07673 14214 16310
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26735 53470 66837 26735 26735 26735 40102 26735 53470 66837 15553 15553 15553 23329 15553 31106 38882 14728 14728 14728

14292 26255 39708 12896 08170 12340 19241 08331 94208 108538 103581 14940 07031 11772 08824 27952 35161 11449 12007 15160

05 Feb2009 06 Feb2009 07 Feb2009 08 Feb2009 09 Feb2009 10 Feb2009 11 Feb2009 12 Feb2009 13 Feb2009 14 Feb2009 15 Feb2009 16 Feb2009 17 Feb2009 18 Feb2009 19 Feb2009 20 Feb2009 TOTAL (Rs.)

34903 23268 46537 58171 22916 22916 22916 34374 22916 45832 57290 20844 20844 20844 31266 20844 2287457

22326 12550 42281 27379 12860 12034 32348 13068 19662 29929 49619 16447 18764 27151 44216 25314 2065706

22092 14728 29456 36820 12290 12290 12290 18435 12290 24580 30724 14064 14064 14064 21095 14064 1256212

19896 11250 32472 31562 08258 07692 12979 11698 09621 22460 30804 10534 10325 12365 24387 15157 1174779

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In above table; *We achieve the target only in dark lines


2500000 2287457 2065706 2000000

1500000 1256212 1000000 1174779 Target (Rs.) Achievement (Rs.)

500000

0 Utensil Plastic

Target and Achievement

Interpretation:From above graph, it shows the total 50 days target and Achievement of Utensil and Plastic Section. We can see here the target of both section are higher than the Achievement.

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According to per sq. ft. Target & Achievement of Utensil & Plastic Section

Utensil (Floor Space = 942 sq. ft.) Plastic (Floor Space = 782 sq. ft.)
3000 2500 2000 2428 2192

Total Target = 2287457 Rs. Per Sq Ft Total Target =2287457/942 = 2428.29 Rs. Per Sq Ft Total Achievement = 2065706/942 = 2192.89 Rs.

Floor Space = 782 Sq Ft Total Target = 1256212 Per Sq Ft Total Target = 1256212/782 = 1606.41 Rs. Per Sq Ft Total Achievment = 1174779/782 = 1502.27 Rs.

1606 1500 1000 500 0 Utensil

1502

Target (Rs.) Achievement (Rs.)

Plastic

Target and Achievement (According to per sq. ft.)

Interpretation:From above graph, the target is higher than the achievement in both sections. Hence, we can say that the sales have to be increase in both sections.

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Sabse Saste 3 Din 24, 25, 26 Jan. 2009

Continuing its efforts to provide the best shopping deals and savings to Indian consumers, Big Bazaar is all set to make this years' Republic Day weekend shopping, truly memorable, with rock bottom prices, best possible discounts and mega offers. Apart from the flagship Big Bazaar and Food Bazaar stores, other future group retail formats like Furniture Bazaar, Electronic Bazaar, Depot, and Home Bazaar stores also the part of this mega campaign. From daily household needs of food and grocery to apparels, footwear, toys, luggage, kitchenware, bed and bath ware, home dcor, furniture, electronics and fine gold jewellery; 'Sabse Saste 3 Din' have an exciting array of attractive offers, deals and discounts, ensuring something for everyone in the family, to shop for, and a maximum 'value for money' for all customers. Big Bazaar's 'Sabse Saste 3 Din' campaign has become synonymous with 'value shopping' for millions of consumers across India. Big Bazaar started this campaign on January 26, 2006 with 24 stores, followed by 43 stores next year and 80 stores last year. This year, with 106 Big Bazaar stores, Future Group reaches consumers in many more new towns and cities, with this novel shopping concept.

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The offer in Utensil Section, 1. Buy Nirlep Black Pearl 4 burner gas stove for Rs. 4995/- and get goods worth Rs. 4170/- absolutely free. (1 Pressure cooker; 1 Non stick Tava; 1 Non stick Fry Pan with lid; 1 Non stick Fry Pan without lid; 1 Non Stick Kadhai and a 24pc Stainless Steel Dinner Set)

1. Buy 1 Non Stick Tava and get a 3 liter. Inner lid pressure cooker worth Rs. 595/- absolutely free.

1. Buy 1 Non Stick Fry Pan Rs. 589 and get Tava, kadhai, Gas Toaster and Tadka Pan worth Rs.1224 free

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The Offers in Plastic Section 1. Imported Range of Plastic Household Containers, Microwave Cookware & Tableware Flat 40 % Off

2. Imported Range of Plastic Water Bottle / Fridge Bottle Buy 1 Get 1

3. ENTIRE RANGE OF PLASTIC BUCKETS Buy 1 Get 1

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Target and Achievement (Utensil and Plastic Sections) for 3 days:Date Target of Utensil Section (Rs.) 119914 149893 59957 329764 Achievement of Utensil Section (Rs.) 313034 365480 252241 930755 Target of Plastic Section (Rs.) 53470 66837 15553 135860 Achievement of Plastic Section (Rs.) 94208 108538 103581 306327

24 Jan2009 25 Jan 2009 26 Jan 2009 Total (Rs.)

1000000 900000 800000 700000 600000 500000 400000 300000 200000 100000 0

930755

Target (Rs.) 329764 306327 135860 Achievement (Rs.)

Utensil

Plastic

Target and Achievement

Interpretation:From above graph, it shows 3 days of target & achievement of utensil and plastic sections. According this graph the targets are achieved in both sections.

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Space Mix and Space Management


Space Mix:For the retailer space is money. The store has to be planned in such a way that it optimizes the selling area and minimizes the non-selling parts. The selling area is used to present the merchandise and the non-selling part is accounted for by circulation space, staircases, lifts, facilities, the back area, etc. The area mix in a typical department store is: selling area about 60%, circulation area 15% and back area 25%.

Area Mix
15%

Circulation 15% Back Area 25% 25% 60% Selling 60%

Space Management:The placement of merchandise within the store in the most profitable manner is called space management. It is one of the most important activities, because the location of merchandise at different location, have different values. Some parts of store are more valuable because customers visit those more frequently, which results in higher sales. It is easier to make sales along. Space closest to the entrances and exits is the most valuable, and values decrease further into the store.

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Retail Marketing Mix


The basic function of retail is to provide the right goods to the consumer, at the right place and time. Through the retail marketing mix we can compete with our competitors and achieve the sales target. The marketing tools that a retail organization uses to pursue its marketing objectives are termed as the retail marketing mix. The most channels are: Product Price Place Promotion Presentation Customer service People

The channels are illustrated in Figure given below:

Promotion Place Pesentation

Price

Customer Service

Product

Retail Marketing Mix


Channels of Retail Marketing

People

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Product:One of the main elements of the retail marketing mix is the products and/or services that the store offers to the customer o Products are also termed as merchandise. The different products that the store offers are together termed as the merchandise mix o For example, if we consider the Utensil Section at department stores, the merchandise line would comprise:

Utensils

Hard anodised/Non-stick Steel Utesils Pressure Cooker Aluminium Utensils Cutlery Kitchenware

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o For example, if we consider the Plastic Section at department stores, the merchandise line would comprise:

Plastics Section

Cleaning Articles Plastics Bathware Plastics Storages Plastics Children Articles Plastics Kitchen Articles Thermoware

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In Utensils & Plastic Sections Big Bazaar the many brands such as;

Utensils Section Home Brand Dreamline Prestige Sacheta Nirlep Nirali Shield Avani Dhalaxmi Sunflame Surya Jaipan

Plastics Section Home Brand Dreamline Cello Milton Bluepast Homio Gala Dew Creative Pearlpet Polyset Neelkamal

Price:Pricing is an integral part of the retail marketing mix. The price policy that the organization decides to follow depends on the customer profile of the target audience for its range of products. Big Bazaar gives the good price to the customers. Price makes the good relationship to the customers Big Bazaar has a punch line isse sasta aur accha kahin nahi It gives the high discount on the price like; Gas stove (20%, 25%, 35%) Non stick cookware (10%, 20%, 35%), buy one get one free plastics storage containers, buy one get one free plastics prince bucket etc. Big Bazaar gives many offers to the customers like; the great Indian festival, Sabse saste 3 din etc. In these types of days it gives the huge discount on the product

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Place:The location of the retail store was considered to be the most important element of the retail marketing mix. Big Bazaar, PCMC, Pune is situated at premier plaza, where D-Mart, Levis, EZone, McDonalds, Cafe Coffee Day, Raymonds suiting and shirting, Reebok Big Cinema like stores are situated. It is the best place for Big Bazaar

Promotion:The advertising budget, sales promotion, publicity and the public relations play a very important role in the competitive world of retailing. These help the store to achieve the short term goals. Promotion may be price led or occasional led, in which case special merchandise offered by the stores only for the occasion. Most retail organizations run promotions during festival seasons. Big Bazaar also provide the promotional offers on festival like Diwali, New year, Id, Valentine day etc. Discount depend on the products.

Presentation:The manner in which the merchandise is presented at the store level is very important. This aspect not only deals with the store layout and the ambience created, but also with visual merchandising. Visual merchandising is the orderly, systematic way of putting stock on display in the retail store. Big Bazaar present their store as per the season and occasions like; on Diwali store is decorated with candles and flowers, on Christmas store is decorated with stars, ribbons, balloons, Christmas tree and on Independence day and Republic day store is decorated with green, orange and white balloons etc. that attract the customer.

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Customer Service:The support services that a retailer offers have become very important today. The credit policies and the product returns policies need to be clear not only to the sales staff, but also to the end customer. Relationship marketing, data warehousing and customer relations management are the new buzzwords in the industry today and all these are aimed at enhancing customer service. In Big Bazaar the product range is good and availability of the products are very easy. Big bazaar provides the low price comparison to the other retailers. Big Bazaar provide the good services to their customers like; baggage counter, parking, product change in seven days if customer have any sort of problems with the product, help line etc.

People:Retailers operate in a unique environment. The retail industry is characterised by a large number of inexperienced workers, who need to put in long hours of work. Most of the time, these employees are in direct contact with the customer and may face irate or unreasonable customers. The people who work at the front-end of a retail organisation are very important, as they are the face of the organization for the customers. Their attitude, behaviour, manners and products knowledge plays a very important role in building long-term relations with the customers.

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Retail Communication Mix


Communication is an integral part of the retailers marketing strategy. Primarily, communication is used to inform the customers about the retailer, the merchandise and the services. It also serves as a tool for building the store image. The retailer can use various platforms/ channel for communication. The most tools are: Advertising Sales Promotion Public Relations Personal Selling Point of Purchase (POP) Displays

The tools are illustrated in Figure given below:

Sales Promotion

Advertising
Retail Communication Mix

Public Relations

Point of Purchase (POP) Displays

Personal selling

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Advertising:Advertising can be defined as any paid form of non-personal presentation and communication through mass media. It is popularly believed that one of the main aims of advertising is to sell to a wide mix of consumers and also to induce repeat purchase. However, a retailer may use advertising to achieve any of the following objectives: Creating awareness about a product or store Communicate information in order to create a specific image in the customers mind in terms of the store merchandise, price, quality, benefits, etc. Create a desire to want a product. To communicate the stores policy on various issues. Advertising can also help identify a store carrying nationally advertised brands. It can also help in repositioning the store in the mind of the consumer. To increase sale of specific categories or to generate short term cash flows by way of sale, bargain days, midnight madness, etc. Advertising can also help reinforce the retailers corporate identity. For advertising, the retailer may use one or a combination of the following mediums: Press advertisements Posters and leaflets, brochures, booklets Point of purchase displays Advertising can also be done through mediums like radio, television, outdoor hoardings and the Internet.

Sales Promotion:Sales promotion helps a retailer by way of attracting customer traffic and enables quick results to be achieved. Depending on the type of promotion carried out, it can help increase impulse buying, generate excitement and can motivate other channel members.

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Common retail promotions are illustrated: Coupon: A coupon allows the buyer a reduction in price on specific merchandise or products, when the coupon is redeemed. Coupons may be delivered through newspaper, magazines, post or in products. Big Bazaar gives coupons to the customer. These coupons offer a certain amount of discount on an order during a specified time frame. Contests: A contest needs consumers to compete and the prizes are based on skill. In the case of sweepstakes, the customer only needs to enter in his name and the winner is determined by chance. Many retailers allow customers to enter into competitions on the basis of the amount of purchases they have made. Demonstrations: Demonstrations are used to show the customers, the performance capabilities of the products. Videos may also be used to aid the demonstrations and show the use of the products. Product/brand promotions and schemes: This is a straightforward scheme in which the consumer either gets a monetary discount on the purchase of a particular product/s or gets two products of the same type for the price of one the buy one get one free scheme is example of same. Big bazaar also does this type of sales promotion like; in utensils department Jaipan non-stick buy one get four free, in plastics department important container buy one get one free.

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Samples: Sampling provides the consumers with an opportunity to use the product at no cost. Various techniques may be adopted for sampling and this may take the form of in-store sampling where the in-store staff hands out the samples. Shopping Card: Many retailers make the own shopping card. It is very easy way to promote the sales. Future Group introduces the new future prepaid card. It is easily used in all future groups retail outlets.

Public Relations and Publicity:Public relations (PR) are a marketing communication function, which aims at fostering goodwill. An important component of public relations is publicity. By way of public relations, the retail organization strives to create and sustain a favourable image with consumers, shareholders, suppliers and the public at large. The job of public relations is usually handled by an outside Public Relations firm and it may be under taken to promote goodwill for the organization, to promote a particular product or service or to counteract negative publicity. Publicity is a non paid form of media coverage. In todays world, it is rarely free and a fair amount of skill has to be exercised by the organization to ensure that the right media coverage is achieved. Examples of events in retail which merit publicity, are Store openings Store renovations Celebrity visits and affiliations Designer associations New product ranges and launches Awards received by the retailer Fashion shows and sponsored events
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Personal Selling:Personal selling is a paid form of personal advertising where salespeople assist customers in satisfying their needs through a person-to-person exchange of information. It is a process of learning the needs and the wants of the buys and striving to satisfy them with the required product or service. Personal selling may occur within the environs of the retail store where personal selling requires the sales person to satisfy the needs of the consumers. It may also occur outside the retail store, where orders taken from customers by way of the telephone, internet or mail and then serviced. Personal selling is precise. It is aimed at a specific individual/s. Developing a strong sales force is hence an expensive proposition, as the sales person has to be trained on various aspects of communication, like understanding the body language of the customer etc. He also needs to be knowledgeable about the features of the products and services being offered by the retailer.

Point of Purchase (POP) Displays:The dictionary of retailing defines Point-of-Purchase communication as the promotional signs and interior displays, often located at the point of sale or alongside displays merchandise. Point-of-purchase (POP) displays have become integral to retail today. They help reinforce in-store product branding, enhance retail sales floor communication and provide information to the customer. The basic function of POP in a retail store, include posters, danglers, flyers glow signs, translites, banners etc. The role of POP changes significantly with the type of product being sold and the customers involvement in the purchase. Different types of POP material would relevant in different types of stores and environments. In the case of a supermarket, POP may be used to indicate prices, the location of products and any special or bargain offers that may be on offer in the store. POP in a store selling consumer durables and electronics may lay stress on the features of the product, the warranties and guarantees and the after sales service provided by the outlet.

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Data Analysis and Interpretation


1. Do you like the merchandise which is available in utensil and plastic section? Response Yes No

No. of respondents

240

260

260 260 255 250 245 240 235 230 No. of Respondents 240 Yes No

Interpretation:From above graph, it is inferred that 240 individuals out of 500 are happy and 260 individuals out of 500 are unhappy with availability of merchandise at both sections in Big Bazaar.

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2. Do you like the arrangement of merchandise which is available in utensils and plastic sections? Response No. of Respondents Yes 246 No 254

254 254 252 250 248 246 244 242 No. of Respondents 246 Yes No

Interpretation:From above graph, 254 individuals out of 500 are unhappy with arrangement of merchandise in utensils and plastic sections. Hence, through this data we can improve the arrangement of merchandise.

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3. Which brands do you like the most in utensil section? Response Prestige Dreamline Nirlep Nirali No. of Respondents 32% 20% 26% 22%

No. of Respondents (%)


22%

32% Prestige Dreamline

26% 20%

Nirlep Nirali

Interpretation:From above Pie Graph, 32% customers like the prestige brand and 26% customers like Nirlep brand. So we can say that many customers have the brand image in their mind.

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4. Which brands do you like the most in plastic section? Response Cello Milton Dreamline Pearlpet No. of Respondents 32% 28% 16% 24%

No. of Respondents (%)


24%

32% Cello

16%

Milton Dreamline Pearlpet 28%

Interpretation:From above Pie Graph, 32% customers like the cello brand and 28% customers like milton brand. So we can say that many customers have the brand image in their mind.

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5. Do you like the price of products in Utensils and Plastic Sections? Response No. of Respondents Yes 226 No 274

274 300 226 250 200 150 100 50 0 No. of Respondents Yes No

Interpretation From above Bar graph, the price of the product attract to the customer. 274 customers out of 500 said that the price of the product is good. Hence, we can say that the many customers come in Big Bazaar because Big Bazaar gives the low price comparison to other stores.

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6. Do you like the arrangement of merchandise in Big Bazaar? Response No. of Respondents Yes 216 No 284

284 300 250 200 150 100 50 0 No. of Respondents 216 Yes No

Interpretation:From above graph, it is inferred that 284 individuals out of 500 are unhappy with arrangement of merchandise. Hence, this analysis we can change our merchandise arrangement and try to make better arrangement.

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7. How frequently you visit the store? Response Once a week Twice a week Once a month Occasionally No. of Respondents (%) 22% 16% 42% 20%

No. of Respondents (%)


20% 22%

Once a week 16% 42% Twice a week Once a month Occasionally

Interpretation:From above Pie graph, we can see that many customers come frequently in the store. They like to come again and again in the store. 42% customers they come in Big Bazaar in Once a month and 22% customers come once a week.

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8. Which is the most preferable section in Big Bazaar? Response Food Bazaar Apparel General Merchandise M-Bazaar E-Bazaar Other No. of Respondents (%) 26% 18% 23% 11% 14% 08%

No. of Respondents (%)


8% 14% 11% 18% 23% 26% Food Bazaar Apparel General Merchandise M-Bazaar E-Bazaar Other

Interpretation:From above Pie Graph, the most preferable sections are Food Bazaar 26%, General Merchandise 23%, and Apparel 18% in Big Bazaar. According this pie graph we have to improve the product and quality of the MBazaar, E-Bazaar etc.

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9. What makes you purchase from Big Bazaar? Response Offers Product availability at one place Quality Customer service No. of Respondents (%) 42% 26% 12% 20%

No. of Respondents (%)

20% 42% 12% Offers Product availability at one place Quality 26% Customer service

Interpretation:From above Pie graph, 42% customers attract with offers, they like offers which gives by Big Bazaar. 26% customers come in Big Bazaar because many products available at one place. Other customers they like customer service and quality of product of Big Bazaar.

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10. Store layout? Response Best Better Good Bad No. of Respondents 18% 32% 40% 10%

No. of Respondents (%)


10% 18%

Best 40% 32% Better Good Bad

Interpretation:From above Pie graph, the layout of store is 40% good, 32% better to the other stores and 18% customers said it is the best.

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11. Quality & service of Big Bazaar? Response Best Better Good Bad No. of Respondents 16% 26% 46% 12%

No. of Respondents (%)


12% 16%

Best 26% 46% Better Good Bad

Interpretation:From above Pie graph, 46% customer said that the quality of product and service are good and 26% said that better to the other stores. Hence, we can say that the quality of the products and services of Big Bazaar are better to the other stores.

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12. Which stores do you like the most? Response Big Bazaar Subhiksha D-Mart Vishal Mega Mart No. of Respondents 42% 08% 28% 22%

No. of Respondents (%)

22% 42% Big Bazaar Subhiksha 28% 8% D-Mart Vishal Mega Mart

Interpretation:From above Pie Graph, 42% customers like the Big Bazaar, 28% customers like D-Mart. These data we can say half of the population like the Big Bazaar.

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Observations
Everyday 70% people came only for visit at Big Bazaar. Maximum Persons like Food Bazaar. Middle class family prefer Big Bazaar. Customers come at big bazaar because it gives the huge discounts and offers. In big days (Sabse Saste 3 Din) it has huge crowd. The offers/discounts changed any time. Employees give the less attention towards the customers. Sinages didnt display proper way at floor. There were 18 cash counter at the store but they didnt open every day. The order processing take huge time. The collection of vegetables/fruits from local farmers/ local market. There was at least one meeting of store manager with employees in a week Communication between the employer and employee is good. Employees have the good knowledge about the products in their own sections.

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Suggestions
Review of everyday discounts/offers at signage and hang in front of entrance gate and periphery of Mc Donalds and Adlabs. More security gadgets and checks should be there to control thefts and employees working. Availability of products in each size should be at the floor. At least 6-8 cash counter open each/everyday. Increase the no. of supporting staff on the floor. Increase the brand range in the utensil section. Interaction should be increase between employees and customers. Attention will have to be paid regarding sitting arrangement and drinking water facilities on the floor. Sinages should be displayed in proper way at the floor. The arrangement of merchandise should be proper.

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Conclusion
From all the available results this can be concluded that people have huge expectations from the Company. They not only want all the things they are getting from other companies but in addition they also want some other benefit which in turn can give them security of being a part of Big Bazaar as a customer in long term. Big Bazaar has many brands in Utensils section such as, Prestige, Nirlep, Nirali, Jaipan, Dreamline, Shacheta, Avani etc.But after that they do not have the big brand like United, Futura etc. that are why they are losing their customers. Because many customers have brands preferences. In Plastic section they have big brands such as, Cello, Milton, Gala, Dreamline, Homio, Neelkamal etc. But after that many times they do not achieve the target. Because the arrangement of merchandise is not good and employees interaction with people are very less. If we see the normal days in both sections we do not achieve the target, but we see the Sabse Saste 3 Din in three days we achieved the target. So we can say that customers want huge offers and discounts. If big bazaar gives the this type of discount it will definitely increase its sales. All the customers know about the big bazaar that is: Isse Sasta Aur Achha Kahin Nahi There are many areas where customers demand for more than what they should get and which is beyond company policy like, free servicing, additional free gifts and extra term benefits. Some problem Company also facing from its previous customers side that had some bad experience by the company product. Because of them company is having a negative remark on their side that whoever takes Big Bazaar- future prepaid shopping card (Kharche lock karo prepaid shop karo), Exchange offer etc.

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Bibliography
Books: Marketing Management by Philip Kotler Retail Management by Swapna Pradhan Retail and Distribution Management by Dr. B. R. Londhe Retail Management by Gibson G. Vedamani

Web Sites: www.pantaloon.com www.bigbazaar.com www.futuregroup.in www.google.com

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Annexure
Questionnaire:1. Do you like the merchandise which is available in utensil and plastic section? Response Yes No

No. of respondents

2. Do you like the arrangement of merchandise which is available in utensils and plastic sections? Response No. of Respondents Yes No

3. Which brands do you like the most in utensil section?

Response Prestige Dreamline Nirlep Nirali

No. of Respondents

68

4. Which brands do you like the most in plastic section? Response Cello Milton Dreamline Pearlpet 5. Do you like the price of products in Utensils and Plastic Sections? Response No. of Respondents Yes No No. of Respondents

6. Do you like the arrangement of merchandise in Big Bazaar? Response No. of Respondents Yes No

7. How frequently you visit the store? Response Once a week Twice a week Once a month Occasionally No. of Respondents (%)

69

8. Which is the most preferable section in Big Bazaar? Response Food Bazaar Apparel General Merchandise M-Bazaar E-Bazaar Other 9. What makes you purchase from Big Bazaar? Response Offers Product availability at one place Quality Customer service No. of Respondents (%) No. of Respondents (%)

10.Store layout? Response Best Better Good Bad No. of Respondents

70

11.Quality & service of Big Bazaar? Response Best Better Good Bad 12.Which stores do you like the most? Response Big Bazaar Subhiksha D-Mart Vishal Mega Mart No. of Respondents No. of Respondents

71