Analysing the Advertising Impact of Maha Bachat in Big Bazaar

By, Sneha Sasane Trupti Khairmode

Acknowledgement
This project has helped us in getting an exposure of various advertising mediums used for promotions in Big Bazaar. We were able to learn different aspects of advertising through this project. This project bears imprint of all those who have directly or indirectly helped and extended their kind support in completing this project. At the time of making this report we express our sincere gratitude to all of them. I express my profound gratitude to Mr Abhishek Pange, Marketing Head of Big Bazaar, Mumbai for his valuable guidance support throughout the project.

Sneha Sasane Trupti Khairmode M.M.S-II

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Table of Contents
Introduction............................................................................................................................................. 4 Steps involved in Marketing Research .................................................................................................... 5 Define the Problem and its objectives..................................................................................................... 6 Develop the Research Plan ..................................................................................................................... 6 Prepare the Questionnaire .............................................................................................................. 7 Obtain the feedback from the customers ......................................................................................... 7 Convert the data into the database ................................................................................................. 7

Analyze the Information .......................................................................................................................... 8 Collect the information ......................................................................................................................... 22 Present the Findings ............................................................................................................................. 23 Conclusion ............................................................................................................................................ 25 Annexure ............................................................................................................................................... 27

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Introduction
Company Profile
Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group. The idea was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd. The idea from the very beginning was to make Big Bazaar very comfortable for the Indian customer. Big bazaar is not just another hypermarket. It caters to every need of your family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. At Big Bazaar, you will definitely get the best products at the best prices thats what they 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. If one looks at Indian bazaars, mandis, melas, they are environments created by traders to give shoppers a sense of moment, of event, of place. They provide an inclusive environment where men and women from all castes, creeds and classes can come and shop at the same place. The founders of Big Bazaar were from the beginning very clear that they had to reflect the look and feel of Indian bazaars at their modern outlets, so that no customer would feel intimidated with the surroundings. Big Bazaars all over India attract a few thousand customers on any regular day, and a lot more if they are offering something extra on each buy, which they normally are. Big Bazaar had organized Maha Bachat Sale nationwide from 10th August to 15th August 2011.The idea behind the Sale was to offer the consumers different kinds of products at minimum price. They promoted the Sale with the tag line Mehangayi ka ek hi jawab Chalo Big Bazaar.

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Steps involved in Marketing Research

Define the Research problem and its objectives

Develop the research plan

Collect the information

Analyse the information

Present the findings

Conclusion

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Define the Problem and its objectives

Research Problem
Big Bazaar had organized Maha Bachat Sale nationwide from 10th August to 15th August 2011. Various ATL and BTL advertising activities were carried out in Nashik, Pune and Amravati to promote the Maha Bachat. The research problem for the project was to study and analyze the impact of ATL and BTL advertising activities carried out for the Maha Bachat, to determine which medium was more effective and vice versa.

Research Objectives
To know the relationship of sales with the advertisement. To Know the Awareness of the people towards Maha Bachat Sale. To study the Advertising Impact in Pune, Nashik and Amravati for the Maha Bachat and also to determine the effective advertising mediums in each of the three cities. To compare the Advertising impact of the three cities, i.e. Pune, Nashik and Amravati. To know which advertisement tool is mostly preferred by people To know the factors which affects consumers buying behaviour. To collect the detailed data with respect to the Consumers visited the Big Bazaar retail stores To give suggestions to make advertising more effective in Pune, Nashik and Amravati in future. To analyse the ATL and BTL advertising activities, and also to compare which was more effective and in a particular state.

Scope of the Study

This study will help in comprehensive analysis of the Impact of advertisements of Maha Bachat Sale towards the Consumers .At the same time it was intended to find about the potential Medium of Advertisements in these two cities and about problems or issues or suggestions towards the company. The study was also carried out to analyse different ATL and BTL advertising activities carried out in Pune, Nashik and Amravati, to compare the effective advertising activity between the two.

Develop the Research Plan

The research plan for the project is as follows:
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Prepare the Questionnaire

obtain the feedback from customers in Nashik and Amravati

Convert the Data into database

Prepare the Questionnaire

The main objective behind designing the questionnaire was to determine the effectiveness of the various advertising mediums used in the Nashik, Pune and Amravati. The questionnaire was designed by considering the different mediums of advertising used in Nashik and Amravati for promoting the Maha Bachat. The questionnaire contained mainly close-ended questions, in order to identify through which of the mediums the customers have seen the advertisements of the Maha Bachat.

Obtain the feedback from the customers

The Questionnaire prepared was then distributed in various outlets of Big Bazaar in Pune, Nashik and Amravati. The representatives in these outlets used to fill-up the questionnaire from the customers daily during the Maha Bachat week. The customers were given complete guidance by the representative for filling the questionnaire.

Convert the data into the database

The data of the questionnaire from Nashik and Amravati was obtained via mail from their respective representatives daily in the evening. This data was then maintained as a database in excel sheets. The data of the questionnaire
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from Pune was maintained as a database in excel sheets by the representatives working there. The data base of daily feedback of the questionnaire of Pune was then transferred to us via the representative from Pune for further analysis.

Analyze the Information

The data maintained in the database was further analyzed to determine the effective advertising mediums for the particular day from the customers point of view. The results of the analysis was then represented through the graphical representation in excel sheets.

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The graphical representation of the data obtain from Nashik Outlets of Big Bazaar is as follows Total respondents in Nashik were 300 1.) Are you aware of Maha Bachat offer?

Inference: 83% of the consumers were aware of the Maha Bachat

2.) How do you come to know about this offer?

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Awareness through different mediums

Zone Mall BrandingBuilding Wraps Outdoor 2% 6% 12% Maha SMS 10%

Leaflets 10%

Staff Rally 7% Morchas 8% Cable & Scroll ads 14% Corporate Teaser Mailers Stamps/ REM 0% 0% Canter Promotion 4% Bus Back 0% Auto Back 27%

Inference: Maximum awareness was created through Auto Back (27%).

3.) On which medium do you frequently see the Maha Bachat offers?

Inference: Maha Bachat Advertisements were frequently seen on TVC (44%).

4.) On which channels did you see our Maha Bachat Advertisements?
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Inference: Maximum Consumers saw the Maha Bachat advertisements on News Channels (22%). 5.) In which of the following newspapers have you seen our Maha Bachat Advertisements?

Inference: Advertisements in Lokmat Newspaper had Maximum impact(50%).

6.) On which Radio channel you heard about our Advertisements?

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Inference: The Response for the Radio advertisements on the Radio Mirchi Channel was Maximum (61%). 7.) Did you receive any SMS regarding this sale?

Inference: Maximum Consumers did not receive the Maha SMS (70%).

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The graphical representation of the data obtain from Amravati Outlets of Big Bazaar is as follows Total respondents in Amravati were 103

1.) Are you aware of Maha Bachat Sale of Big Bazaar?

Inference: 95% of the Consumers were aware of the Maha Bachat Sale

2.) How did you come to know about this offer?

Inference: From the above chart we can conclude the awareness Created through Leaflets (34%)
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3.) From which medium did you see the Maha Bachat offers?

Inference: Maha Bachat Sale Advertisements was frequently seen in TVC (50%) 4.) On which channels did you see our Maha Bachat Advertisement?

Inference: Maha Bachat Advertisement seen by the Consumers was through GEC (28%) followed by News (25%)
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5.) Did you receive any SMS regarding this sale?

Inference: Maximum Customers did not receive the Maha SMS .

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The Aggregate graphical representation of the data obtain from Pune Outlets of Big Bazaar is as follows Total respondents in Pune were 1147 1.) How did you come to know about this offer?

How did you come to know about this offer?

80% 70% 60% 50% 40% 30% 20% 10% 0% 69%

51%
25% 3% 2% 0.78% 0% 0% 6% 6% Responedents (%)

Inference: According to the above graph 69% of the Consumers were aware about this offer through Newspapers followed Television Advertisement(51%)

2.) In which of the following Newspaper did you see the Maha Bachat Advertisement?

Inference: The Awareness through Times of India(32%) was the Highest.

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3.) Where did you see the Big Bazaars Mahabachat Hoardings?

Inference: From this graph we can conclude that 22% of the consumers saw the Hoardings near the Flyover Bridges.

4.) Did you see the Road shows of Big Bazaar in your area?

Inference: 90% of the Consumers did not see the Road Shows.

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5.) Did you receive the SMS of the offers?

Inference: Maximum Customers did not receive the Maha SMS.

6.) On which channels did you see our Maha Bachat Advertisement?

Inference: Maha Bachat Advertisement seen by the Consumers was through GEC (38%) followed by News (20%)

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7.) Which of the following did you see the most about Maha Bachat Offer?

Inference: 49% of the Consumers seen the Offer through Print Ads.

8.) On Which Radio channel you heard about our Advertisements?

Inference: Most of the Consumers heard about the Offer on Radio Mirchi(49%) followed by Red FM (38%)

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The graphical representation of the aggregate data obtain from Nashik, Amravati and Pune Outlets of Big Bazaar during the Maha Bachat week is as follows Total respondents were 2363 1.) How do you come to know about Maha Bachat?

Inference: Maximum awareness about the Maha Bachat was created through Newspaper advertisements (30%). 2.) On which medium do you frequently see the Maha Bachat offers?

Inference: Maximum response was created through TVC ads(42%)

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3.) On which channels did you see our Maha Bachat Advertisements?

Inference: The advertisements of Maha Bachat aired on the General Entertainment Channels (GEC) received maximum response (25%). 4.) Did you receive any SMS regarding the Maha Bachat?

Inference: Maximum customers have not received the Maha SMS (71%).

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Collect the information

The information required for the project was obtained mainly through the survey method. As a part of the survey method, we initially prepared questionnaires for Nashik and Amravati Big Bazaar outlets by taking into consideration the various modes of advertisements used in both the cities. The questionnaire was then transferred to the various outlets of Big Bazaar in Nashik and Amravati. The representative at these two cities then collected the feedback of the customers visiting the store in the Maha Bachat week.

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Present the Findings

On the Basis of the results obtained from the survey done to analyze the Impact Maha Bachat Advertisements in various outlets of Big Bazaar in the three cities i.e. Nashik, Pune and Amravati, the following things can be concluded

Amravati
Almost all the consumers were aware about the Maha Bachat. The Awareness about the Maha Bachat among the consumers was through leaflets (34%) and it was lowest through Auto Back (7%) and Canter Promotion (7%). Maha Bachat offer was seen frequently through TVC (50%) The Channels through which Maha Bachat Advertisements was mostly seen by the consumers was GEC (28%) Maximum consumers were unaware about the Maha SMS.

Pune
The level of awareness of Maha Bachat was highest through Newspapers (69%) and the newspaper was Times of India (32%) The Big Bazaar Maha Bachat Hoardings was mostly seen near Flyover Bridges (22%) by the Consumers. Road Shows didnt have any Impact on the Consumers as only 10% had seen the Road Shows The Impact of Maha SMS was not fruitful as 87% consumers didnt receive the SMS. Print Ads created a Huge Impact as 49% consumers had seen the Advertisement. Consumers heard about the Maha Bachat through Radio Mirchi which received the highest response in this city. Milk Packets Branding and Teaser stamps were complete failure as they received zero response.

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Nashik
The level of awareness about the Maha Bachat was highest through Auto Back
advertisements (27%).

The TVC media was the effective medium of advertisement in Nashik (44%). The advertisements published in the Lokmat newspaper received the maximum
response (50%).

The Advertisements on the News channels received the maximum response (22%).
Consumers heard about the Offer through Radio Mirchi which received the highest response in this city. The Maha SMS was a complete failure as maximum consumers didnt receive them.

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Conclusion
The Maha Bachat week in Big Bazaar was mainly carried out to provide the consumers various consumer durable products at minimum price and thus help them to beat the rising inflation. The project of Analysing the Impact of various advertising mediums helped to derive which mediums very effective in Nashik and Amravati and which was a failure. According to the analysis, we found out that ATL advertising mediums like Radio, Newspapers, Hoardings, Print media were effective in Pune as well as in Nashik and Amravati. But the BTL Advertising mediums like road shows, Staff rally and Canter promotion failed to create much of an impact on the consumers. Also, the Maha SMS about the Maha Bachat were not received by maximum consumers in all the three cities. In order to promote any future campaigns or offers, we must concentrate more on the Newspapers, TV, Radio as a medium for promoting their offers in all the three cities and maximum consumers came to know about the Maha Bachat through these mediums. Also, in order to make the Maha SMS as a successful medium, we must maintain a proper database of the customers visiting Big Bazaar. In Nashik and Amravati the response to the local Newspaper Lokmat was highest so advertisements in it will create greater impact.

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Suggestions
Create awareness in the semi-urban cities through TVC, Radio commercials The cities, in which the local newspaper has highest response, use it for promoting the new offers or sale in Big Bazaar. Make the Maha SMS scheme for effective. The awareness through BTL mediums should be made more effective in semi-urban cities in or to control the budget of advertising. Display the hoarding about the offers near the flyovers, residential complexes and railway stations where maximum crowed is present. Obtain regular Feedback of costumers in order to upgrade the performance of the store. The Commercial aired on GEC and News Channels receive maximum response, hence they should be used on a wider scale to promote Big Bazaar offers on wider scale.

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Annexure
Feedback form of Nashik Big Bazaar Maha Bachat (Nashik)

1. Are you aware of Maha Bachat Sale of Big Bazaar? o o Yes No

2. How did you come to know about this offer? Outdoor Leaflets Morchas Canter Promotion Bus Back Auto Back Corporate Mailers Teaser Stamps/REM Cable & scroll ads Staff Rally Maha SMS Zone Mall Branding Building wraps

3. On which medium do you frequently see the Maha Bachat offers? TVC Print Hoardings Radio

4. On which channels did you see our Maha Bachat Advertisement? News Music GEC Lifestyles Movies Others

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5. In which of the following newspapers have you seen our Maha Bachat Advertisements? Times of India Sakal today Lokmat Gavkari Nashik Times

6. On which Radio channel you heard about our Advertisements? Radio Mirchi Red FM 7. Did you receive any SMS regarding this sale? Yes No

Name: ____________________________ Occupation: _____________________ E-Mail:__________________________ Tel: ___________ Location:___________ Time: ___________ (Your personal information will be kept confidential)

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Feedback form of Amravati Big Bazzar Maha Bachat (Amravati)

1. Are you aware of Maha Bachat Sale of Big Bazaar? O O Yes No

2. How did you come to know about this offer? Outdoor Leaflets Morchas Canter Promotion Bus Back

3. From which medium did you see the Maha Bachat offers? TVC Print Hoardings

4. On which channels did you see our Maha Bachat Advertisement? News ___________ Music ___________ GEC ___________ Lifestyles ___________ Movies ___________ Others ___________

5. Did you receive any SMS regarding this sale? O O Yes No

Name: ____________________________ Occupation: _____________________ E-Mail:__________________________ Tel: ___________ Location:___________ Time: ___________ (Your personal information will be kept confidential)

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