abhishek big bazaar

7/28/2019 Abhishek Big Bazaar

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Amruta Institute of Engineering and Management Science Page 1

Acknowledgement

The project of this magnitude would not have been completed singly. Firstly I want to give

my hearty thanks to all mighty who made the world and me also.

There are many other people without whom the completion of the project would not have

been possible. Some have contributed towards this directly while other have provided

indirectly.

It gives me immense pleasure to thank Mr. Jitendra Mishra (Store Manager) and Mr.Pramod

(HR) for providing me training in his reputed organization and giving me a chance to have

the experience of actual retail operations.

I am indebted to Ms. Madhavi Mishra AIeMS for her guidance and cooperation in

completing this project. Last but not the least I would like to convey my heartiest gratitude to

all Members of big bazaar who helped a lot.


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PART-A

EXECUTIVE SUMMARY

Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The

companies are fighting to win the hearts of customer who is God said by the business

tycoons. There is always a first mover advantage in an upcoming sector. In India, that

advantage goes to big bazaar. It has brought about many changes in the buying habits of

people. It has created formats, which provide all items under one roof at low rates, or so it

claims. In this project, we will study its Inventory management system and vendor

relationship.

The research titled A Study on effectiveness of marketing mix towards big bazaar at big

bazaar Banashankari, Bangalore helps me to understand the present Marketing Strategy

system which is responsible for fulfilling the demand of customer at big bazaar. This study

will helpful to top level management to improve the present Marketing Mix at big bazaar.

The research was carried out as per the steps of Marketing Research. The well supportive

objectives were set for the study. To meet the objectives primary research was undertaken.

The data collection approach adopted was survey research. The target respondents were the

customers of big bazaar, with the sample size of 50 for the study of Marketing Mix. Tables &

charts were used to translate responses into meaningful information to get the most out of the

collected data Based on those the inferences have been drawn with peer supportive data.


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1)INDUSTRY PROFILEPantaloon 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 10 million square

feet of retail space, has over 1000 stores across 61 cities in India and employs over 30,000people.

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, 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 ,

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. Pantaloon is not just an organization - it is an institution, a

centre of learning & development. We believe that knowledge is the only weapon at our

disposal and our quest for it is focused, systematic and unwavering.

Over the years, the company has accelerated growth through its ability to lead change. A

number of its pioneering concepts have now emerged as industry standards. For instance, thecompany integrated backwards into garment manufacturing even as it expanded its retail

presence at the front end, well before any other Indian retail company attempted this. It was

the first to introduce the concept of the retail departmental store for the entire family through

Pantaloons in 1997. The company was the first to launch a hypermarket in India with Big

Bazaar, a large discount store that it commissioned in Kolkata in October 2001. And the

company introduced the country to the Food Bazaar, a unique 'bazaar' within a hypermarket,

which was launched in July 2002 in Mumbai. Embracing our leadership value, the company

launched all in July 2005 in Mumbai, making us the first retailer in India to open a fashion

store for plus size men and women.Today Pantaloon is the fastest growing retail company in India. The number of stores is going

to increase many folds year on year along with the new formats coming up. Their courage is

to dream and to turn their dreams into reality that change peoples lives, is their biggest

advantage.


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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 10 million square

feet of retail space, has over 1,000 stores and employs over 30,000 people. Future Group ispresent in 61 cities and 65 rural locations in India. Some of its leading retail formats include,

Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot, Future Money

and online retail format, futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future 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.

2) COMPANY PROFILE

Big Bazaar

Big Bazaar is the largest hypermarket chain in India. As of June 2, 2012 there are 214 stores

across 90 cities and towns in India covering around 16 million sq.ft. at retail space. Big

Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering awide range of merchandise including fashion and apparels, food products, general

merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.

Big Bazaar stores are aimed at providing a local marketplace feel to the shoppers. They offer

a wide variety of household items including retail apparels, food products, general

merchandise, furniture, electronics, books, fast food, etc. Several stores also have leisure and

entertainment sections. The hypermarket chain crossed the 100 store mark in 2008


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2.1)Background and inception of the company

2001

Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore andHyderabad.

2002

Big Bazaar - ICICI Bank Card is launched. Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at

High Street Phoenix

BigBazaar

Type Subsidiary of Pantaloon Group

Founded 2001

Headquarters Jogeshwari, Mumbai, India

Industry Retail

Products Department store, Grocery store

Owner Kishore Biyani

Parent Pantaloon Group

Slogan Is se sasta aur accha kahin nahin

Website http://www.pantaloon.com/bigbazaar.htm
http://en.wikipedia.org/wiki/Image:Big_Bazaar_logo.jpghttp://en.wikipedia.org/wiki/Image:Big_Bazaar_logo.jpghttp://www.pantaloon.com/bigbazaar.htmhttp://www.pantaloon.com/bigbazaar.htmhttp://www.pantaloon.com/bigbazaar.htmhttp://en.wikipedia.org/wiki/Image:Big_Bazaar_logo.jpg


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2003

Big Bazaar enters Tier II cities with the launch of the store in Nagpur Big Bazaar welcomes its 10 million customer at its new store in Gurgaon2004

Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaarawarded the countrys most admired retailer award in value retailing and food retailing

segment at the India Retail Forum

A day before Diwali, the store becomes the first to touch Rs 10 million turnover on asingle day

2005

Initiates the implementation of SAP and pilots a RFID project at its central warehouse inTarapur

Launches a unique shopping program: the Big Bazaar Exchange Offer, invitingcustomers to exchange household junk at Big Bazaar

Electronic Bazaar and Furniture Bazaar are launched Big Bazaar and ICICI Banklaunched ICICI Bank-Big Bazaar Gold credit card program

to reward its loyal customers.

2006

Mohan Jadhav sets a national record at Big Bazaar Sangli with Rs 1, 37,367 shoppingbill. The Sangli farmer becomes Big Bazaars largest ever customer.

Big Bazaar launches Shakti, Indias first credit card program tailored for housewives Navarasthe jewellery store launched within Big Bazaar stores2007

The 50th Big Bazaar store is launched in Kanpur Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping

portal

Big Bazaar initiates the "Power of One" campaign to help raise funds for the Save TheChildren India Fund

Pantaloon Retail wins the International Retailer of the Year at US-based National RetailFederation convention in New York and Emerging Retailer of the Year award at the

World Retail Congress held in Barcelona.

2008

Big Bazaar becomes the fastest growing hypermarket format in the world with the launchof its 101st store within 7 years of launch

Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar

Big Bazaar joins the league of Indias Business Super brands. It is voted among the topten service brands in the country in the latest Pitch-IMRB international survey
http://en.wikipedia.org/wiki/ICICI_Bankhttp://en.wikipedia.org/wiki/ICICI_Bank


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Big Bazaar initiated the Mega Saving "Monthly Bachat Bazaar" campaign, to provideexceptional deals on groceries and food items during the first week of every month.

2009

Big Bazaar opens its second store in Assam at Tinsukia Big Bazaar initiates Maha Annasantarpane program at its stores in South Indiaa unique

initiative to offer meals to visitors and support local social organizations

Big Bazaar captures almost one-third share in food and grocery products sold throughmodern retail in India

Mahendra Singh Dhoni and Asin, youth icons of India, were chosen as the brandambassadors of Big Bazaar

Big Bazaar announced the launch of 'The Great Exchange Offer' Formed a joint venture with Hidesign to launch Holii, a new brand of handbags, laptop

bags and other accessories.

2010

Future Value Retail Limited is formed as a specialized subsidiary to spearhead thegroups value retail business through Big Bazaar, Food Bazaar and other formats.

Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year.Adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most Preferred Multi

Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop

Big Bazaar connects over 30,000 small and medium Indian manufacturers andentrepreneurs with around 200 million customers visiting its stores

Big Bazaar opens its third store in Kanpurat Z Square Mall Big Bazaar opens its fourth store in Kanpurat Jajmauwhich is the largest leather tannery

garrison of Asia

Vidya Balan was chosen as the brand ambassador of Big Bazaar's Price Challengeexercise

Ranked 6 among the Top 50 Service Brands in India.2011

Big Bazaar forays into the rural wholesale and distribution business through AadhaarWholesale store at Kalo. Gujrat..

Big Bazaar has come up a new logo with a new tag line: Naye India Ka Bazaar. 200th store opened in India Future Group has launched its latest venture, Food halla premium food destination

across 10 metros in India

For the convenience of the online customers, Big Bazaar has started free shipping on allorders above Rs. 1000

Entered into an agreement with Hindustan Unilever to co-develop and co-brand bakeryproducts, which would be sold exclusively at Big Bazaar stores.
http://en.wikipedia.org/wiki/Assamhttp://en.wikipedia.org/wiki/Tinsukiahttp://en.wikipedia.org/wiki/Mahendra_Singh_Dhonihttp://en.wikipedia.org/wiki/Asinhttp://en.wikipedia.org/wiki/Hidesignhttp://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/w/index.php?title=Z_Square_Mall&action=edit&redlink=1http://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/wiki/Jajmauhttp://en.wikipedia.org/wiki/Jajmauhttp://en.wikipedia.org/wiki/Vidya_Balanhttp://en.wikipedia.org/wiki/Vidya_Balanhttp://en.wikipedia.org/wiki/Jajmauhttp://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/w/index.php?title=Z_Square_Mall&action=edit&redlink=1http://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/wiki/Hidesignhttp://en.wikipedia.org/wiki/Asinhttp://en.wikipedia.org/wiki/Mahendra_Singh_Dhonihttp://en.wikipedia.org/wiki/Tinsukiahttp://en.wikipedia.org/wiki/Assam


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2012

Big Bazaar entered into a five year multi-million dollar deal with Cognizant TechnologySolutionsfor IT infrastructure services that support Future Group's network of stores,

warehouses, offices, and data centres.

Partnered with Disney to launch "Kidz Cookies", exclusively for kids across India. Big Bazaar is planning to add further value to its retail services by offering Value added

services like grinding, de-seeding, vegetables cutting at free of cost.

2.2) Nature of business carried
http://en.wikipedia.org/wiki/Cognizant_Technology_Solutionshttp://en.wikipedia.org/wiki/Cognizant_Technology_Solutionshttp://en.wikipedia.org/wiki/Cognizant_Technology_Solutionshttp://en.wikipedia.org/wiki/Cognizant_Technology_Solutionshttp://en.wikipedia.org/wiki/Cognizant_Technology_Solutionshttp://en.wikipedia.org/wiki/Future_Grouphttp://en.wikipedia.org/wiki/Future_Grouphttp://en.wikipedia.org/wiki/Cognizant_Technology_Solutionshttp://en.wikipedia.org/wiki/Cognizant_Technology_Solutions


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2.3) Vision, Mission & Quality

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 segmentsfor 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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2.4) Product/ Service Profile

Big Bazaar store, banashankari

Store study with product

Level 1:

Departments with their Products: -

a) Depot:

1) General books2) Office stationary3) Children stationary4) Film VCDs & DVD

b) NBD (New Business Development)

1) Watches2) Fashion Jewelry3) Sunglasses4) Auto accessories5) Car audio systems

c) Gold Bazaar:

Navaras Gold Jewelry

(This is the separate unit not related to Big Bazaar they share profits on percentage basis)

d) Mobile Bazaar:

1) All kinds of Handsets ranging from Rs 1000 to !8000 of different companies2) Mobile accessories3) Codeless phones & land line phones

e) Star Sitara:1) Cosmetics2) Fragrances3) Herbals4) Pharmaceuticals

f) Shringar :

1) Bangles2) Jewelry sets3) Bracelets4) Hair Accessories


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5) Bindies6) Chins

Plastics, Utensils, Crockery (PUC)

g) Plastics:

1) Buckets2) Casseroles3) Containers4) Boxes5) Flasks6) Bowls7) Jugs & sippers8) Bottles & Mugs

h) Utensils:

1) Plates, Bowls, Glasses2) Non stick Cookwares3) Kitchen tools4) Tiffin Boxes

i) Crockery

1) Crockery cutlery2) Table Materials / Napkins3) Casseroles4) Dinner sets5) Wine, Juice Glasses

j) Luggage:

1) Travel bags2) Trolleys3) Bags: Schools, Collage Ladies purse4) Suitcase

Level 2

a) Ladies Department:(SKD)

1) Sarees2) Dress materials3) Under garments4) Nightwears5) Western wears


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b) Mens Department:

1) Formals (Shirts & Pants)2) Casuals (Shirts & pants)3) Party wears4)

Jeans T-Shirts5) Others Accessories (Lungi Dhoti etc)

6) Fabrics (Cut pieces)7) Suits & Blazers8) Levis Signature garments

Level 3

a) Furniture Department:

1) Dining Table2) Bedroom Accessories3) Hall accessories (Sofa sets, Chairs, Computer table etc)4) Mattresses

b) Footwear Bazaar :

1) Sports Shoes2) Formal Shoes3) Casual Shoes4) Mens Sandals5) ladies Sandals6) Ladies Casuals7) Ladies Chappel8) Ladies fancy Sleepers9) ladies Sports shoes

c) Home Dcor:

1) Flower vase2) Artificial Flowers3) Religious gifts4) Candle stand5) Umbrellas6) Photo Frames7) Assorted color Stones8) Frame Paintings9) Water falls (artificial)10)Birthday items


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d) Home line:

1) bed sheets, Pillows , bed spreads2) Towels, Yellow dust3) Blanket , Carpets, Cushion covers4)

Chair bags

e) Toys Dept:

1) Soft toys2) Educational toys3) Board games, Action figures4) Dolls

Kids department

f) Boys section:

1) T-Shirts, Trousers, jeans2) Cotton shirts, Cargo, Codraw3) Ethic wears4) Co ordinates5) Rain cotes

g)Girls Section:

1) Ethic wears2) Co- ordinates3) Cotton frocks4) Western wears

h) Infants:

1) Jhablas2) Vests3) Bibs feedings4) Bed items5) Baba suits6) Frocks

Level 4

a) Beverages:

1) Soft drinks2) Mineral water3) Juices4) Health drinks5) Frozen items


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b) Confectionaries:

All kinds of Chocolates & Confectionaries

c) Fruits & Vegetables:

d) Staples Dept:

1) Dal, Rice, Atta, Rava items2) Oils, Masala items3) Dry fruits4) Spicy items5) Ready meals6) Breakfast cereals

e) Process Dept:

1) Health drinks2) Ready to eat3) Corn flakes, Chips4) Instant mixes5) Soups, Bread items, pickle6) Spreads7) Non-food Dept

f) Home care:

1) Phenyl, Detergents2) Dish wash, Tissue papers, Scratch3) Shoe cases, Fresh wrap,

g) Personal care:

1) Soaps, tooth paste, Shampoo2) Deodorants, Body spry3) Baby food, Talcum powder4) Mens apparel

Level 5

Electronic Bazaar:

1) Televisions2) Sound System3) Refrigerators4) Washing machines5) Microwave6) Rice cookers7) Juicers8) Irons, Mixers & Grinders


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Apart from other brands the Big Bazaar has products of its own private

Brands.

Big Bazaar Fashion-Private Label BrandsBig Bazaar has gradually introduced private labels in fashion over the last few years.

Every year, new private labels are introduced to increase their share over other brands. Some

of the private labels launched include:

Ctee

A brand of T-shirts with smart lines and remarks, it is targeted at the young and young-at-

heart. It comes in 3 lines-pink for women; green for pre-teens and blue for men.

Knighthood

It is the mens formalwear brand with a wide range that includes formal shirts, trousers,

cotton trousers and shirts.

DJ&Co.

India`s cool answer to international labels is positioned for the 20-35 year age group. It

targets both men and ladies and the range includes designer denims, casuals, street-wear and

campus-wear.

DJ&C Sports

This is a unisex sportswear range for the age group of 20-40 years.

Shatranj

The mens ethnic wear range consists of kurtas, kurta pyjama sets and heavy sherwani sets.

Srishti

The complete ethnic wear range offering a range of traditional designs for ladies,encompasses both salwar kameez sets and mix-n-match/fusion wear.

Pink n Blue

The kids brand range created to celebrate the spirit of childhood, has the blue range for boys

and pink for girls. There is an infant line available as well. Pink n Blue covers the entire

apparel needs of kids right across t-shirts, shirts, jeans, trousers, shorts, dresses and ethnic-

wear/occasion-wear.

Spunk

This teen-agers brand includes t-shirts, briefs.


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2.5) Area of operation:

Big bazaar is a chain of shopping malls in India currently with 129 outlets, owned by the

Pantaloon Group. It works on it the economy model as Wal-Mart and has had considerablesuccess in many Indian cities and small towns. The idea was pioneered by entrepreneur

Kishore Biyani, the head of Pantaloon Retail India Ltd. Big Bazaar stores in Metros have a

gaming area and kids play area for entertainment Big bazaar stores are located all over the

India.

Agra

Ahmedabad

Allahabad

Ambala

Asansol

Bangalore

Bhubaneswar

Cuttack

Chennai

Coimbatore

Palakkad

Kolkata

Delhi

Durgapur

Ghaziabad

Gurgaon

Hyderabad


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Indore

Lucknow

Kanpur

Mangalore

Mumbai

Nagpur

Nasik

Panipat

Pune

Rajkot

Surat

Thane

Thiruvananthapuram

Vishakhapatnam

2.6)Ownership pattern:

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Chief Executive Officer of Future Group and Managing Director,Pantaloon Retail India Ltd. He started off his entrepreneurial career with manufacturing and

distribution of branded mens wear products.

In 1987, Kishore Biyani led the groups foray into modern retail with the opening up of the

first department store Pantaloons in Kolkata. In 2001, he created and evolved a pan-Indian,

class-less model Big Bazaar, a hypermarket chain, followed by Food Bazaar, a

supermarket chain, which blended the look, touch and feel of Indian bazaars with western

hygiene. This was followed by Central, a first of its kind seamless mall located in the heart of

major India


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Mr. Gopikishan Biyani, Wholetime Director

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

the textile business.

Mr. Rakesh Biyani, Wholetime DirectorRakesh Biyani, is a commerce graduate and has been actively involved in category

management; retail stores operations, IT and exports. He has been instrumental in the

implementation of the various new retail formats.

Mr. Ved Prakash Arya, Director

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

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

Mr. Shailesh Haribhakti, Independent Director

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

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

Accountants and past president of Indian merchant Chambers. He is on the Board of several

Public Limited Companies, including Indian Petrochemicals Corporation Ltd., Ambuja

Cement Eastern Ltd. etc. He is on the Board of Company since June 1, 1999.

Mr. S Doreswamy, Independent Director

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

serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited 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), Ahmedabad. He has over 24 years of rich experience in the textiles and

garment industry and was instrumental in the setting up of NIFT centres in Delhi, Chennai

and Bangalore. He is a renowned consultant specializing in international marketing and

apparel retail management.

Ms. Anju Poddar, Independent Director

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

Director, NIFT, Hyderabad chapter. She also serves on the board of Maharishi Commerce

Ltd and Samay Books Ltd, among others.

Ms. Bala Deshpande, Additional Director

Bala Deshpande, is Non-Executive Director, ICICI Venture Funds and also serves on the

boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Shoppers Stop Ltd,

among others.


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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.

2.7)Competitors information:The Big Bazaar operates in a competitive environment. For each line of business, they face

competition from established national and regional companies.

Major Competitors

Retailer Original formats Later Formats

RPG Retail Supermarket (Foodworld)Hypermarket (Spencer's)Specialty Store

(Health and Glow)

Piramal'sDepartment Store (Piramyd

Megastore)Discount Store (TruMart)

Pantaloon

Retail

Small format outlets (Shoppe)

Department Store (Pantaloon)

Supermarket (Food Bazaar)

Hypermarket (Big Bazaar) Mall (Central)

K Raheja

Group

Department Store (shopper's

stop)

Specialty Store (Crossword)

Supermarket (TBA)

Hypermarket (TBA)

Tata/ Trent Department Store (Westside) Hypermarket (Star India Bazaar)

LandmarkGroup

Department Store (Lifestyle) Hypermarket (TBA)

OthersDiscount Store (Subhiksha, Margin Free, Apna Bazaar), Supermarket

(Nilgiri's), Specialty Electronics

2.9)Achievement / Award:

Most Admired Retailer of the year: Hypermarket Big Bazaar 2009

Indian Retail Forum Awards 2008

The INDIASTAR Award 2008

Retail Asia Pacific 500 Top Awards 2008

Coca-Cola Golden Spoon Awards 2008


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The Reid & Taylor Awards For Retail Excellence 2008

Platinum Trusted Brand Award Images Retail Award 2005,06 CNBC Awaaz Consumer Awards 2009

Images Fashion Forum 2009

National Retail Federation Awards 2007

World Retail Congress Awards 2007

Hewitt Best Employers 2007

PC World Indian Website Awards 2007

Readers Digest Trusted Brands Platinum Awards2.10)Work flow model (At BIGBAZAAR):Generally the workflow model at big bazaar starts with customer and ends with customer

.depending upon the customers demand big bazaar predict the sale for particular period and

order to suppliers. Suppliers get all the goods/product from manufacturer and send to the

warehouse of big bazaar, again from ware house it comes to particular store ultimately the

goods.

Logistic is very important department of big bazaar. It is responsible for procuring the stock

of all the products of the different departments. The logistics department receives the goods

from the warehouse of big bazaar for the entire south zone is located at hosakot, Karnataka.

The logistic department receives the stock of different good and verifies the quantity and

quality of the goods received statements which it receives along with the stock. Then it

checks for any damages in the stock received. If there is no damage in the stock received. If

there is no damage in the stock, after recording it in inword register dispatches the goods to

the respective department taking the signature of the department manager. On the other hand


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if there is any damage in the goods or if the goods does not match the detail given in the

goods received statement, it entered in the stock out word registered and send it back to the

ware house along with goods return note giving full information regarding the reason for

turning back the goods and defect or damage in the goods the logistic department on an

average to truck load of stock everyday it is the respective department manager who place for

an order to zonal category team at the zonal office through email of stock of goods when they

feel that stock as been replenished.

Logistic department works in co-ordination with all other departments to ensure that the

goods are received and maintained properly and continuously for the smooth functioning of

big bazaar.

SUPPLIER

OFFER UPDATION

WAREHOUSE

ALLOCATION BASED ONDEPARTMENTS

D

PURCHASE ORDER (FROM

ZONE OFFICE)

WARE HOUSE

STORE LOGISTICS

IN WORD PROCESS(REJECT DAMAZED

ON THE FLOOR WISE

SELLING TO CUSTOMER


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2.11)Future growth and prospectsAggressive growth towards Food bazaar Company planned to grow to over 400 FB stores by

2010 and annual revenues Of $1250 million

To rent properties from shop owners in exchange of profits generated from store Purchase food grains directly from manufactures To develop private label brands and devote 60 % shelf space to it.

3)The McKinsey 7S modelThe McKinsey 7S model was named after a consulting company, McKinsey and Company,

which has conducted applied research in business and industry. The McKinsey

7S Framework was created as a recognizable and easily remembered model in business. The

seven variables, which the authors term "levers", all begin with the letter "S,:

These seven variables include structure, strategy, systems, skills, style, staff and sharedvalues. Structure is defined as the skeleton of the organization or the organizational chart.

The authors describe strategy as the plan or course of action in allocating resources to achieve

identified goals over time. The systems are the routine processes and procedures followed

within the organization. Staffs are described in terms of personnel categories within the

organization (e.g. engineers), whereas the skills variable refers to the capabilities of the staff

within the organization as a whole. The way in which key managers behave in achieving

organizational goals is considered to be the style variable; this variable is thought to

encompass the cultural style of the organization. The shared values variable, originally

termed super ordinate goals, refers to the significant meanings or guiding concepts that

organizational members share.
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McKinseys 7s at BIGBAZAAR:

a) STRATEGY:

Strategy is the plan of action an organization prepares in response to, or anticipation of,changes in its external environment. Strategy is differentiated by tactics or operational actions

by its nature of being premeditated, well thought through and often practically rehearsed.

b) STRUCTURE:Organization Structure of the store:

Store Manager

Assistant Store Manager

Dept. Manager HR Manager Visual Administration Head

Merchandising Cashier

Asst. DM Asst. HR Security

Team Leader Maintenance

Team Members Marketing Manager

Customer Service Desk House Keeping Cashier


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Departmental Managers:

There are 2 departments and 8 assistant department managers in this store like Electronic

dept, Depot dept, NBD dept, Mobile Bazaar Dept, Star sitar Dept, PUC Dept, Ladies Dept,

Mens Dept, Furniture Dept, Footwear Dept, Home Dcor Dept. Each department will be

assigned with targets which have to be achieved within the assigned period that may be ofDaily, Weekly, monthly and yearly.

Each department has a department Manager & Assist DM. Their job is concerned

mainly with sales. They look after customers orders delivery post sale service if any etc. All

Dept managers ADM, Team members work under coordination & cooperation.

Administration:

Store administration comes under Store Manager its functions are store maintenance, House

Keeping, Security etc.

Information Technology:

This department is responsible for the maintenance of the systems of the stores. All billing

machines their functioning networking with the master machine etc. If there is any problem

with the machine then this department comes into function.

Cashing Dept:

This department is responsible for the collection of sales amount i.e. cash sales, Credit sales,

etc under this department all billing machines of the stores comes. The sales amount collected

throughout the day by the cashiers has to be submitted to this department.

Marketing Executive:

This dept is responsible for the marketing of the store in different media like Television,

Newspaper, and Holdings etc. the authorized person has to visit different companies and has

to look after for tie-ups etc.

Visual Merchandise:

This department is responsible for the product arrangement at the store with respect to theirnature. The basic function of this dept is it divides the store into some departments based on

the nature of the product and within the department it decides how the products should be

arranged by keeping in mind the customer should not suffer.

HR Executive:

Human Resource executive mainly look after employees mainly their problems. This

department performs the functions like Recruitment, Selection, Training and development.


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CSD (Customer Service Desk):

This is the separate unit, which is mainly focuses on customer service like if the customer

find difficulty in finding any product, Customer complaints any replacement, Customer

assistance etc.

c) SYSTEM:They are wing, many type of procedure for different-different department. Every department

carries Asst manager, dept manager, team leader and team member etc. to look after the

particular department. Its very easy to handle work and they work in a systematic way. The

coordination between the staff member is very good which make the big bazaar system

perfect

E.g.-Inventory control system at Logistic department, order execution system by Vendor

Help Desk etc

d) SKILLS:They have to be able to understand the customer and proper communicating people and

taking corrective action and solving problems like accountability.

Core Competence of Big Bazaar Festival type creation, Fight competition(price), Keeping customer busy, and Creating desire

Job description and Strength

e) STAFF:Organizations are made up of humans and it's the people who make the real difference to the

success of the organization in the increasingly knowledge-based society. The importance

of human resources has thus got the central position in the strategy of the organization, away

from the traditional model of capital and land. All leading organizations there are totally 335

employees or staffs. They have out of this, 210 on roll of employees and 35securities, 35

housekeeping and 55 promoters. The coordination between the staff member is good which

make the corporate perfect. This also helps the store to work in a better way. Every staff

knows there work nicely and they do all the work on time and systematically according to the

order of head of department.

f) STYLE:Style of functioning- MBO (Management by Objective) - a process of agreeing upon

objectives within an organization so that management and employees agree to the objectives

and understand what they are in the organization.

g) SHARED VALUE

Indianness: confidence in ourselves.
http://en.wikipedia.org/wiki/Objective_(goal)http://en.wikipedia.org/wiki/Managementhttp://en.wikipedia.org/wiki/Employeehttp://en.wikipedia.org/wiki/Employeehttp://en.wikipedia.org/wiki/Managementhttp://en.wikipedia.org/wiki/Objective_(goal)


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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.

4) SWOT analysis

It is an acronym for the internal strength and weakness of affirm and the environmental

opportunities and threats facing that firm. It is a technique through which a manager creates a

quick overview of a companys strategic situation. So SWOT analysis of BIGBAZAAR is

followed:

Strength:

i. Vast range of products under one roof helping in aerating customer and their family toshop together and enjoy the experience.

ii. Diversified business operating all over India in various retail formats.iii. Ability to get products from customers at discounted price due to the scale of

business.

iv. Well Thorough understanding of the needs of Indian consumers.v. Benefit of being pioneer in the Indian retail industry.

vi. Superior quality goods are available at reasonable prices.vii. Fast growing Indian middle class with reasonably good purchasing power.

Weaknesses:


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i. High cost of operation due to large fixed costs.ii. Specific items are not consistently available.

iii.

Low incentives are provided to the sales executives.

iv. It has Depravity of brands in store.v. Very thin margin of profit

vi. Stiff competition from traditional (unorganized sector)Opportunities:

i. Lots of potential in the rural market.ii. It can enter into production of various products due to its in depth understanding

ofCustomers taste and preferences.

iii. Can expand the business in smaller cities as there is a lot of opportunity.iv. Potential rural markets.v. Can enter into production of various products due to its in depth understanding of

customers taste and preferences

vi. Scope of expansion in smaller cities as there is a lot of opportunities.vii. There remains a large future scope for the retail industry in India, as incomes rise and

consumption increases

viii. The opportunity for widening the business all over India because Big Bazaar opensnew stores in untapped markets, such as smaller or second tier cities such as Sangre,Belgaum and Mysore.

Threats:

i. High business risk involved.ii. Lot of competitors coming up to tap the market potential.

iii. Margin of business reducing all the time.


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iv. High taxes in India suppress consumptionv. Government Policies encouraging the unorganized sector will affect adversely the big

players.

vi. Smaller specialty shops and informal shops are sometimes able to avoid taxes,offering lower total prices to customers.

6) Learning Experience

I am very happy to express my practical experience at Big Bazaar. Before going to share my

practical feelings regarding project work. I would like to say heartily thanks to AIeMS and

Visvesvaraya Technological University. Who have given one of the good opportunity to learn

a knowledge in practical environment and along with that I would like to say

heartily thanks to company guide Mr. Jitendra Mishra, at big bazaar.

I had under gone a glorious 70 days project at Big Bazaar And along with that I had learn a

lot of practical things from the corporate world. From this project I came to know

that effectiveness of marketing mix towards big bazaar and along with that I had learn how

management is responsible for increasing sales and revenue of the company & also

I learned the functional department like Human resources, Finance and Marketing.

From this project now I came to know that how to carried out business process in systematic

manner in the competition level this practical knowledge of project made me toperfect in futu

re to stand in any corporate world And Finally I thanks to My Internal guide Ms. Madhvi

Mishra and Company guide Mr. Jitendra Mishra.


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PART B

GENERAL INTRODUCTION

MARKETING MIXMain Aspects of Marketing Mix:The easiest way to understand the main aspects of marketing is through its more famous

synonym of "4Ps of Marketing". The classification of 4Ps of marketing includes marketing

strategies of product, price, placement and promotion. The following diagram is helpful in

determining the main ingredients of the 4Ps in a marketing mix.

When marketing their products firms need to create a successful mix of:

The right product Sold at the right price In the right place Using the most suitable promotion. To create the right marketing mix, businesses have to meet the following conditions: The product has to have the right features - for example, it must look good and work

well.

The price must be right. Consumer will need to buy in large numbers to produce ahealthy profit.


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The goods must be in the right place at the right time. Making sure that the goodsarrive when and where they are wanted is an important operation.

The target group needs to be made aware of the existence and availability of theproduct through promotion. Successful promotion helps a firm to spread costs over a

larger output.

For example, a company like Kellogg's is constantly developing new breakfast cereals - the

product element is the new product itself, getting the price right involves examining customer

perceptions and rival products as well as costs of manufacture, promotion involves engaging

in a range of promotional activities e.g. competitions, product tasting etc, and place involves

using the best possible channels of distribution such as leading supermarket chains. The

product is the central point on which marketing energy must focus.

Finding out how to make the product, setting up the production line, providing the finance

and manufacturing the product are not the responsibility of the marketing function. However,

it is concerned with what the product means to the customer. Marketing therefore plays a keyrole in determining such aspects as:

The appearance of the product - in line with the requirements of the market The function of the product - products must address the needs of customers as

identified through market research.

The product range and how it is used is a function of the marketing mix. The range may be

broadened or a brand may be extended for tactical reasons, such as matching competition or

catering for seasonal fluctuations. Alternatively, a product may be repositioned to make it

more acceptable for a new group of consumers as part of a long-term plan.

1) PRODUCT:

In simpler terms, product includes all features and combination of goods and related services

that a company offers to its customers. Product is the most important aspect of marketing mix

for manufacturers because products are the market expression of the company's productive

capabilities and determine its ability to link with consumers. So product policy and strategy

are of prime importance to an enterprise, and product decisions dictate the scope and

direction of company activity. Moreover, the market indicators such as profits, sales, image,

market share, reputation and stature are also dependent on them.

Product: Big Bazaar offers a wide range of products which range from apparels, food, farm

products, furniture, child care, toys, etc of various brands like Lee cooper, Allen Solly, Pepsi,

Coca- Cola, HUL, ITC, P&G, LG, Samsung, Nokia, HP etc.

Big Bazaar also promotes a number of in house brands like:

DJ & C Afl knight hoods Sensei Koryo and other brands.


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2) PRICING:

Pricing is basically setting a specific price for a product or service offered. In a simplistic to

the concept of price as the amount of money that customers have to pay to obtain the product.

Setting a price is not something simple. Normally it has been taken as a general law that alow price will attract more customers. It is not a valid argument as customers do not respond

to price alone; they respond to value so a lower price does not necessarily mean expanded

sales if the product is not fulfilling the expectation of the customers Generally pricing

strategy under marketing mix analysis is divided into two parts: price determination and price

administration.

Price determination is referred to as the processes and activities employed to arrive at a price

for a product including consideration of relative prices of products within the same line, and

differences in price for similar products of differing grades and qualities. Price administration

is referred to as the activities involved in fitting basic prices to particular sales situations suchas geographic locale, functions performed by customers, position of distribution channel

members or special sales situations.

PRICING STRATEGY USED BY BIG BAZAAR:

a.) Value Pricing (EDLP- Every Day Low Pricing): - Big Bazaar promisesconsumers the lowest available price without coupon clipping, waiting for promotions.

b.) Promotional Pricing: - Big Bazaar offers financing at low interest rate. The

concept of psychological discounting (Rs.49, Rs.99, Rs.199 etc) is also used to attract

customers. Big Bazaar also caters on Special Event Pricing (close to Diwali, Durga Pooja).

c.) Differentiating Pricing: - Differentiating pricing i.e. difference in rate based onpeak and non-peak hours or days of shopping is also a pricing techniques used in Indian

retail, which is aggressively used by Big Bazaar. For example, Wednesday Bazaar.

d.) Bundling: - It refers to selling combo-packs and offering discount to customers. The

combo-packs add value to customer and lead to increased sales. Big Bazaar lays a lot of

importance on bundling.Ex: - Good Day family packs at Rs. 60(Price of 1 pack is Rs. 22)

2 kg oil + 5 kg rice + 5 kg sugar for Rs 299.

3) PLACE:

Placement under marketing mix involves all company activities that make the product

available to the targeted customer while planning placement strategy under marketing mix

analysis, companies consider six different channel decisions including choosing between

direct access to customers or involving middlemen, choosing single or multiple channels of

distributions, the length of the distribution channel, the types of intermediaries, the numbers

of distributors, and which intermediary to use based on the quality and reputation .

The Big Bazaar stores are operational across three formats Hypermarkets spread over

40000-50000 sq ft, The Express format over 15000-20000 sq ft and the Super Centers set up


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over 1 million sq ft. Currently Big Bazaar operates in over 34 cities and towns across India

with 116 stores. Apart from the Metros these stores are also doing well in the tier II cities.

These stores are normally located in high traffic areas. Big Bazaar aims at starting stores in

developing areas to take an early advantage before the real estate value booms.

In order to get competitive advantage Big Bazaar has also launched a website(www.futurebazaar.com), which helps customers to orders products online which will be

delivered to their doorstep. This helps in saving a lot of time of its.

Big bazaar is located has 31 outlets in India , big bazaar locates its outlet near the

commercial area and residential complexes so that they can cover all their target customers

E.g. : their outlet in Ameerpet , Hyderabad , is located near commercial areas so that the

working class people can drop in and shop house hold items after office hrs.

The choice of location of Big Bazaar in many ways captures the essence of what they were

doing- they adapt themselves to the habits tastes and preferences according to the location.

One of the distinct feature of their location is that it is easily accessible and they try to locate

their outlet in such a location where they can reach a large customer base.

LayoutPeople often complain that Big Bazaar outlets always look very crowded. But few realize that

it is concisely designed to look just like that. When the shop looks neat and empty, the

masses never walk into it. There has to be what is called the button brush effect, and an

organized chaos. As Indians, we like bumping into people, chatting, gossiping and eating

while we shop! Big Bazaar layout consists of layout of long rows of parallel fixtures; with no

aisles because aisles can be boring they restrict space and cant be dramatized. At Big Bazaar,

they create multiple cluster or mini-bazaars within every store. It was designed as an

agglomeration of bazaars with different sections selling different categories

It uses space efficiently. It provides easy sitting of merchandise and linking of the product throughout the

store.

It allows more customers in the store at any time. It allows staff of the store to work easily alongside the customers without disturbing

them.

It provide self-service atmosphere.A layout chart of Big bazaar located at banashankari, Bangalore

LAYOUT INDEX

1) CUSTOMER SERVICE DESK2) KIDS ACCESSORIES3) JACKETS4) BABA SUITS5)

LADIES TOPS

6) TRIAL ROOM


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7) PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART, SECTIONDESCRIPTION)

8) WOOLEN CLOTHS FOR KIDS9) WINTER WEAR10)

KIDS CASUAL WEAR11)KIDS JEANS AND SHORTS

12)INFANT SHIRTS AND T-SHIRTS13)MEN ACCESSORIESSUNGLASSES, WRIST WATCHES ETC14)SOFT TOYS15)HOME DECORATIVE ITEMS16)MUSIC COUNTER17)LADIES ETHINIC18)LADIES WESTERN19)LADIES FORMALS(OFFICE WEAR)20)LADIES ACCESSORIESLINGERIES21)LADIES PERFUMERIES22)LADIES COSMETICS23)LUGGAGE24)FOOTWEAR25)SPORTS26)SCHEME BASED PROMOTIONAL ITEMS27)CASH COUNTER28)HOME FURNISHING (CURTAIN CLOTHS, CARPETS)29)MEN FORMAL SHIRTS30)MEN TROUSERS31)MEN SUITS AND BLAZERS32)MEN FABRICS33)MEN ETHINICS34) STATIONARY35)GROCERIES36)COSMETICS37)PLASTICS38)UTENSILS39)HOME APPLIANCES40)HOME FURNITURE

DESCRIPTION

CUSTOMER SERVICE DESKAs you can see from the layout, the Help Desk is

located in a place where everyone has their first sight that is in front of the entrance. This

shows that when a person enters in to big bazaar it can get all information about the stores of

big bazaar from the person sitting in the help desk. Help Desk uses paging service as a tool

for the convenience of its employees and customers.


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KIDS SECTIONThe kids section is located just at the left corner of the entrance of big

bazaar. In the kids section kids accessories like diapers, trolleys, suckers, water bottles are

available in one part. Kids jackets and baba suits are available in another part. Kids casual

wear (jeans and shorts) are placed in one part of it and infant shirts & t-shirts are also placedin another part. In this section the pillars are used for displaying information like size chart

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

MENS SECTIONNext to it is the mens section that is in the centre. It is divided in to

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

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

of Rs99 to Rs899.

LADIES SECTIONNext to it is the ladies section that is in the extreme right side. Theladies section is segregated in to seven parts. Ladies section starts from ladies ethnics, ladies

western wear, ladies formals (office wear), ladies accessories lingeries, ladies perfumeries,

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

approx.

PROMOTIONAL SCHEMEWith an add on to the above products there are variousother products which are available with a promotional scheme. The various products under

this scheme includes girl t-shirts, infant winter wear etc.

NON-PROMOTIONAL SCHEME There are various other products availablewithout any promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids

night wear, kids salwar suits etc.

SPORTS STOREAt the extreme corner there is a sports store where various kinds ofsport items are available.

FOOD BAZAARThe food bazaar is in the 1st floor of the building. Various kinds offood items, fruits and vegetables are available there. Sitting arrangements are well made so

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

CASH COUNTERThe cash counter is located just near the exit

4) PROMOTION:

Promotional strategies include all means through which a company communicates the

benefits and values of its products and persuades targeted customers to buy them. The bestway to understand promotion is through the concept of the marketing communication


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process. Promotion is the company strategy to cater for the marketing communication process

that requires interaction between two or more people or groups, encompassing senders,

messages, media and receivers.

i. PERSONAL SELLING:Persuasive communication between a representative of the company and one or more

prospective customers, designed to influence the person's or group's purchase decision.

ii. PUBLICITY OF PRODUCT:Publicity non-personal communication in news story form about an organization, its products

or both, that is transmitted through a mass medium at no charge.

iii. PUBLIC RELATION:Public relations the planned and sustained effort to establish and maintain goodwill and

mutual understanding between an organization and its target publics.

iv. INTERNAL ATTRIBUTES:A) Envelope: Something that envelops; a wrapping. A products wrapping affects a lot onits sale. More customers are attracted if envelope is very attractive.

B) Internal layout: Methods of display just like visual merchandising. It is explained

below:

Visual merchandising:Visual merchandising supports,I. sales

II. retail strategiesIII. communicates with customersIV. communicates imageVisual merchandising at Big Bazaar uses Store display for promotional purpose, but as

customers are becoming more sophisticated, Big Bazaar has found various techniques for

effective display for providing information and communicating image of the store to the

customers, helping them in taking purchase decision and creating exciting shopping

environment Big Bazaar not only uses visual merchandising for promoting their product,

but they use it as a significant tool for creating appropriate store environment and

influencing purchase decision of customers.


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They use danglers and hoardings at the entrance of the store as this may be a deciding

element in a consumers decision to enter a store. It uses various visual merchandising like it

uses remarkable window display for creating a shopping environment as it creates initiative

impression in the mind of customers as window display also sometimes become a deciding

factor whether to enter the store or not .Retailers develop visual merchandising in order to relate customers social life with the

product, arouse their personnel interest for the product. Retailers can use combination of

elements of in store display; such as colour, texture, lighting, fixtures, graphics, and signage.

v. Promotion can be loosely classified as "above the line" and"below the line" promotion:

ABOVE THE LINE SALES PROMOTION: The promotional activitiescarried out through mass media like television, radio, newspaper etc. is above the line

promotion.

BELOW THE LINE SALES PROMOTION: The terms 'below-the-line'promotion or communications refers to forms of non-media communication, even

non-media advertising. Below-the-line promotions are becoming increasingly

important within the communications mix of many companies, not only those

involved in FMCG products, but also for industrial goods.

Some of the examples of BTL (below the line) promotions are by exhibitions, sponsorship

activities, public relations and sales promotions like giving freebies with goods, trade

discounts given to dealers and customers, reduced price offers on products, giving coupons

which can be redeemed later etc.

Below the line sales promotions are short-term incentives, largely aimed at consumers. With

the increasing pressure on the marketing team to achieve communication objectives more

efficiently in a limited budget, there has been a need to find out more effective and cost

efficient ways to communicate with the target markets. This has led to a shift from the regular

media based advertising.

Methods of below the line sales promotion:-

A) Price promotionsPrice promotions are also commonly known as" price discounting". These can be done in twoways:- A discount to the normal selling price of a product, or more of the product at the

normal price.

Price promotions however can also have a negative effect by spoiling the brandreputation or just a temporary sales boost (during the discounts).

B) Coupons

Coupons are very versatile, way of offering a discount.

Following are the examples of the use of coupons:- On a pack to encourage repeat purchase


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In coupon books sent out in newspapers allowing customers to redeem the coupon at aretailer.

A cut-out coupon as part of an advert. On the back of till receipts.

The key objective with a coupon promotion is to maximize the redemption rate this is the

proportion of customers actually using the coupon. It must be ensured when a company uses

coupons that the retailers must hold sufficient stock to avoid customer disappointment. Use of

coupon promotions is often best for new products or perhaps to encourage sales of existing

products that are slowing down.

C) Gift with purchaseThe "gift with purchase" is a very common promotional technique. In this the customer gets

something extra along with the normal good purchased.D) Competitions and prizes

This is an important tool to increase brand awareness amongst the target consumer. It can be

used to boost up sales for temporary period and ensure usage amongst first time users.

E) Money refundsHere, a customer receives a money refund after submitting a proof of purchase to the

manufacturer. Customers often view these schemes with some suspicionparticularly if the

method of obtaining a refund looks unusual or onerous.

F) Frequent user / loyalty incentivesRepeat purchases may be stimulated by frequent user incentives.

G) Point-of-sale displays

A data collection system that electronically receives and stores bar code information derived

from a sales transaction. This could the zip codes for library users, facilitating the library in

determining geographic market are that users reside in. Most of the big brands are following

the suit of BTL promotion because of rising prices of media based promotion, advertisingclutter and increased impulse purchasing. BTL promotions are gaining popularity among all

big companies nowadays considering their effectiveness because of the "individual customer

promotion" at a price, which is much lesser than the normal media promotions.

Low prices on Wednesday Low prices on Wednesday Concept of Big Days Promotional offers-

I. School Jao Khushi KhushiII. Khushi Ki Barsaat

III.

Happy Fathers Day


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E.g. - Big Bazaar's `junk' swap offer: Big Bazaar is launching a promotional offer

from Saturday, with the slogan, "Bring anything old and take something new".

The prices fixed by Big Bazaar are: clothes (Rs 200 per kg), newspaper (Rs 25 per kg),

plastics/utensils/leather goods (Rs. 75 per kg), footwear/luggage (Rs. 100 per kg), Pet/beerbottles (Rs 15 per kg), furniture (Rs 75 per kg) and others (Rs 20 per kg). "This offer will

help the housewife clean out the junk while getting a good value for it.

7.1) Title of the study:

A study on effectiveness of marketing mix carried out by big bazaar at banashakari,

bengaluru

7.2) Statement of the problem:

I have studied the effectiveness of marketing mix towards big bazaar. In my study i have to

find out that how effective is different type of marketing strategy adopted by big bazaar.

These marketing strategies include product availability at the store, assortment of the product,

offers, awareness about the products among customer.

7.3) Objective of the study:1. To study consumer perception towards advertisements of big Bazaar..2. To know the accessibility of store amongst customer.3. To study strategy of pricing adopted by big bazaar.4. To study the varieties of products in big bazaar.5. To study the effectiveness of marketing mix followed by big bazaar.

7.4) Scope of the study:

The scope of this research is to identify the buying behavior of customers of Big Bazaar in

banashankari, bengaluru. This research is based on primary data. Due to time constraint only

limited number of persons contacted. This study only focuses on urban buying behavior of

customers because the research conducted in big bazaar banashankari. The study does not say

anything about rural buying behavior of customer because rural norms/status/attitude &

acceptance of the rural customers differs with urban customers. The scope of research is

limited for banashankari. It provides help to further the research for organized retail sector as

big bazaar. It aims to understand the skill of the company in the area like technological

advancement, competition in management.

7.5) Research design and methodology:


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Technology and customers tastes and preferences play a vital role in todays generation.

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

information regarding market strata of different products. Research Methodology is required

for every industrial service industries for getting acquire knowledge of their products.

Period of Study:This study has been carried out for a maximum 30 days.

Area of Study:The study is exclusively done in the area of marketing. This study was done in big bazaar

which is situated in bansankari, Bangalore.

DATA COLLECTION METHOD:

Primary Data:

Data is collected from various customers through personal interaction. Data is collected by

survey.

SURVEY METHOD:Data are usually collected through the use of questionnaires. Thedata is collected by mean of simple survey done in the retail store of the customers.

Type of researchDescriptive

Type of dataPrimary data

Data collection methodData is collected through structured questionnaire.

SamplingConvenient sampling

Sample size50

Data analysis techniqueQuantitative


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7.6) Limitation of the study: Certain limitations do creep in a research study due to

constraints of the time, money and human efforts, the present study is also not free from

certain limitation, which were unavoidable. Although all effort were taken to make theresult of the work as accurate as possible as survey but the survey have following

constraints.

1. Some customers were not willing to give appointment due to their busy schedule.2. Due to very large size of the population, only a selected sample of customer could be

contacted.

3. Due to time constraint and other imperative work load during the period could not bemade possible to explore more area of concern pertaining to study.

4. Also impossible for company to prove information is confidential.5. Due to fast pace of life, some customers were not able to do justification to the

questionnaire.

6. Personal biases might have come while answer the questionnaire.7. As per company rule many information was not disclose as the manager are busy in

their daily schedule. It is not possible for us to spend more time in interaction with

them.

8. Time limit is the major constraint.9. Some respondents refuse to co-operate.10.Some respondents replied half heartedly.11.Some respondents gave incomplete information.

8) Data analysis and interpretation:

Data analysis:

I have done a market field survey on big bazaar. I have surveyed around 50 respondents of

banshankari, big bazaar who come to visit big bazaar. A specific questionnaire is prepared for

the customers and data is obtained from them by moving around big bazaar and personally

interacting with them. The customers gave me valuable information regarding theirconsumption pattern in big bazaar. I collected all those information and a proper analysis is

done.

All the analysis and its interpretations are discussed below. Each of the analysis is done as

per the information obtained from the customers and a serious interpretation has been done to

best of my effort.


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Data interpretation:

1) Where do you generally prefer to shop?

Big bazaar Vishal Mega Mart Birla more Star Bazaar

Kirana shops

Response Sample size Percentage

Big bazaar 23 46%

Vishal Mega Mart 2 4%

Birla more 6 12%

Star Bazaar 13 26%

Kirana shops 6 12%

Total number of respondent 50 100%

2) What was the mode of promotion at big bazaar?

a) Electronic media b) Print media

c) Hoardings d) World of mouth


Electronic media 10 20%

Print media 6 12%

Hoardings 8 16%

World of mouth 26 52%

Total number of responded 50 100%

46%

4%12%

26%

12%

Consumer preference towards big

bazaar

Big bazaar Vishal Mega Mart Birla more

Star Bazaar Kirana shops


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3) How do you feel about sales persons and promoters?

a) Outstanding b) Excellent c) Good

d) Average e) Bad


Outstanding 17 34%

Excellent 11 22%

Good 7 14%

Average 9 18%

Bad 6 12%

total 50 100%

20%

12%

16%

52%

mode of promotion

Electronic media

Print media

Hoardings

World of mouth

34%

22%

14%

18%

12%

customer feedback about sales

persons and sales promotion

Outstanding

Excellent

Good

Average

Bad


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4) The Promotional offers at BigBazaarareattractive and induce me to make a purchase?

a) Strongly Agree b) Agree c) Neither Agree nor Disagree

d) Disagree

e) Strongly Disagree

Respondent Sample size Percentage

Strongly Agree 20 40%

Agree 12 24%

Neither Agree nor Disagree 8 16%

Disagree 8 16%

Strongly Disagree 2 4%

total 50 100%

5) Brands and products availability in big bazaar is ?


d) Average e) Bad

40%

24%

16%

16%

4%

Attractivness of promotional offer

amongst customer

Strongly Agree

Agree

Neither Agree nor

Disagree

Disagree

Strongly Disagree


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Outstanding 19 38%

Excellent 16 32%

Good 7 14%

Average 6 12%Bad 2 4%

total 50 100%

6) Product display and signage in the store is.?


d) Average e) Bad

Outstanding 25

Excellent 22

Good 35

Average 13

Bad 5total 100

38%

32%

14%

12%

4%

Availability of brands & product at

big bazaar

Outstanding

Excellent

Good

Average

Bad


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7) The quality of the product served by big bazaar is..?a) Outstanding b) Excellent c) Good

d) Average e) Bad

Outstanding 25

Excellent 40

Good 15

Average 15

Bad 5

total 100

8) What attract you to buy the product?

a) Quality b) Price

c) Packaging d) In store display

Quality 30

0

5

10

15

20

25

30

35

40

Outstandi

ng

Excellent Good Average Bad

Series1 25 40 15 15 5

Chart Title

0

5

1015

20

25

30

35

40

45

Outstanding Excellent Good Average Bad

Chart Title


46/58


Price 35

Packaging 15

In store display 20

Total 100

9) Which one of these you will like to purchase again?

a) Apparel b) PUC

c) Stationary d) Groceries

Apparel 20

PUC 20

Stationary 10

Groceries 50

total 100

0

10

20

30

40

50

60

Apparel PUC Stationary Groceries


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10) Are you aware with Big Bazaar own brands?

a) John Miller b) DJ&C

c) Spunk d) AFL

John Miller 20

DJ&C 40

Spunk 25

AFL 15

total 100

0

10

20

30

40

50

Apparel PUC Stationary Groceries

Series1 20 20 10 50

Chart Title


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11) Location of big bazaar in your city is.?


d) Average e) Bad

Outstanding 32

Excellent 35

Good 15

Average 10

Bad 8

total 100

0

5

10

15

20

25

30

35

40

45

John Miller DJ&C Spunk AFL


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12) Is it easy to move with the trolley in the store?

a) Yes b) No

Yes 73

No 27

total 100

13) The parking facility in bag bazaar is.?


d) Average e) Bad

Outstanding 26

Excellent 24

Good 35

Average 15

Bad 10

0

5

10

15

20

2530

35

Outstandi

ng

Excellent Good Average Bad

Series1 32 35 15 10 8

Chart Title

Yes

73%

No

27%

Chart Title


50/58


total 100

14) During which offer you shop most?

a) Wednesday Bazaar b) Monthly Bachat Bazaar

c) Big Days d) Weekend offers

Wednesday Bazaar 54

Monthly Bachat Bazaar 16

Big Day 22

Weekend offers 18

total 100

15) Which of the following would you like most at big bazaar?

a) Pricing strategy b) Promotion offerc) Product variety d) Location

0

5

10

15

20

25

30

35

40

Outstanding Excellent Good Average Bad

0

5

10

15

20

25

30

35

40

Pricing strategy Promotion offer Product variety Location

Chart Title


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Pricing strategy 34

Promotion offer 26

Product variety 28

Location 12

total 100

17) Does big bazaar make you feel like visiting BigBazaar again?

a) Yes b) No

Yes 78

No 22

total 100

0

5

10

15

20

25

30

35

40

Pricing strategy Promotion offer Product variety Location


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9) Summary of findings, suggestions and conclusion:

Summary of findings:

1. Most of the customers buy their requirement in Big Bazaar on the basis of Weeklyand monthly basis. Customers realized that Big Bazaar stores provide qualitative

products/service with reasonable price.

2.

At present time Big Bazaar provide different types of product assortments to thecustomers.

3. Continuously opening of Big Bazaar chains in different major cities, increasingquantities of the customers & profit show that Big Bazaar most accepted name in

organized retail chain in India.

4. Big Bazaar mainly deals with middle income group people who want qualitativeproduct with reasonable cost.

5. Big bazaar has a good reputation of itself in the market.6. Big bazaar has positioned itself in the market as a discounted store.7. Big bazaar holds a huge customer base. The majority of customers belong to middle

class family.

8. Impulse buying behaviour of customers comes in to play most of the times in bigbazaar.

9. There are more than 200 big bazaars in different cities of India; it seems that there is avast growth of big bazaar lying as customers demand is increasing for big bazaars.

10.Big bazaar is a hypermarket as it provides various kinds of goods like apparels,grocery, stationary, food items, electronic items, leather items, watches, jewellery,

crockery, decorative items, sport items, chocolates and many more. It competes with

all the specialty stores of different products which provide goods at a discounted rate

all through the year.

Yes

78%

No22%

Chart Title


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Suggestions:

1. Big bazaar should include more of branded products its product category so as toattract the brand choosy people to come in to big bazaar.

2. Big bazaar should provide large parking space for its customers so that they can easilypark their vehicles.

3. It should make different cash counters for different customers. Cash counter andcredit card payment counter should be placed differently in order to reduce the rush

and save the customers time. This will be a kind of motivator for the customers of

big bazaar.

4. The service of the sales person is needed to be improved. Personal care should betaken by the sales person for the customers so that the customers feel good.

5. During the off peak hours big bazaar should provide some offers to its customers sothat people would be encouraged to come to big bazaar during off peak hours. The

customers who are present in the mall during the off peak hours of big bazaar will

definitely go in to big bazaar if surprise offers are made at that time.

6. Customer care department is needed to take proper care of customer complaints andqueries. The person sitting at the help desk of big bazaar should be able to provide all

necessary information to the customers whenever it is required.

7. The infrastructure is needed to be changed a bit during weekends as heavy crowdcomes in to big bazaar during those days.

8. Create awareness & manage home delivery services properly.9. There should be proper assortment of various product categories.10.Proper signage should be there so that customer can locate the products easily.11.Cleanliness and hygiene should be maintained regularly.12.Various schemes and offers can be provided to them and attract new customers (Use

pull strategy)

13.Quality in products should be increased up to mark.Conclusion:

Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The

companies are fighting to win the hearts of customer who is God said by the business

tycoons. There is always a first mover advantage in an upcoming sector. In India, that

advantage goes to BIG BAZAAR. It has brought about many changes in the buying habitsof people. It has created formats, which provide all items less than one roof at low rates.

The consumers preferences are changing & they are moving from Traditional Kirana stores

to Modern Retail outlet. Its the main challenge to the Modern retail outlets to attract the

customers towards them from that of competitors. To attract more customers companies have

to carry out the promotional activities in unique way. big bazaar has maintained that

uniqueness & has succeeded in attracting customers.

The promotional activity of the company, which famous as Less Price than others as it says

Nobody Sells Cheaper and Better! is made its place in mind of customers. As the

competition is becoming stiff in the market the activities conducted by the company are

unique, that have brought fruitful result to the company. Among them sales Promotions is one


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of the leading activity or unique among all other activities and has a high influence on the

customer walk-in.

Big bazaar is a major shopping complex for todays customers. It is a place where customers

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

market. It has positioned itself in the market as a discounted store. It holds a huge customerbase. The majority of customers belong to middle class family. The youth generation also

likes shopping and moving around big bazaar. Volume sales always take place in big bazaar.

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

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

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

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

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

holds a large customer base and it seemed from the study that the customers are quite

satisfied with big bazaar. As of now there are 34 big bazaars in different cities of India, it

seems that there is a vast growth of big bazaar lying as customers demand is increasing for

big bazaars.

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

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

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

roof. In bengaluru it is the middle class people who mostly do marketing from big bazaar.

Even most of the people do their monthly shopping from big bazaar. People not only visit big

bazaar to do shopping but also visit for outing purpose as it provides a very nice ambience to

its customers. As people go to malls they just tend to move around big bazaar whether it is

for shopping purpose or for outing purpose. Grocery, apparels and food items are theproducts which are demanded most by the customers of bengaluru in big bazaar. The major

drawback of big bazaar is that it lacks in providing enough parking space for its customers.

This may discourage the customers to come to big bazaar and shop as they face difficulty in

parking their vehicles. Even though some customers say that they dont feel problem in

parking their vehicle, it is because of the parking space available to them by the mall.

10) Annexure relevant to the project, such as figures, graphs, photographs

etc.:

QUESTIONNAIRE

PERSONAL INFORMATION

Dear sir/ Madam,

I Abhishek Kumar Pandey conducting a survey on Effectiveness of

marketing mix in Big Bazaar


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This survey is a part of my partial fulfillment of MBA course. Please provide

relevant information by filling this questionnaire to make my survey more comprehensive.

All details from your part will be kept confidential.

Name: ..

Sex: a) Male b) Female

Contact no.:-

Please mark ( )

1) Where do you generally prefer to shop?

a) Big bazaar b) Vishal Mega Mart c) Birla more d) Star Bazaar

e) Kirana shops

2) What was the mode of promotion at big bazaar?

a) Electronic media b) Print media

c) Hoardings d) World of mouth

3) How do you feel about sales persons and promoters?

a) Outstanding b) Excell

abhishek big bazaar

Documents