Micro-Scholarship, What it is, How can it help me.pdf
Own brand promotion by sudipto
1. TRAINING PROJECT REPORT
ON
OWN BRAND PROMOTION
A
REPORT SUBMITTED
IN PARTIAL FULFILLMENT OF THE REQUIREMENT
OF POST GRADUATE
DIPLOMA IN MANAGEMENT COURSE
SESSION: 20010-11
BY
SUDIPTO SINHA
DAYANANDA SAGAR BUISNESS SCHOOL
GUIDED BY
MR. KIRAN.S
. BIG BAZAAR,
BANSANKARI
2. DAYANANDA SAGAR BUISNESS SCHOOL
DECLARATION
I hereby declare that the information presented
here is true to the best of my knowledge. Also, the
report has not been published anywhere else.
SUDIPTO SINHA
EMAIL-sudiptosinhaa@gmail.com
3. PREFACE
PGDM is the one of the most reputed professional course in
the Field of Retail Management. It includes theory as well
as its practical application. Training is an integral part
of PGDM Program, for successful completion of this program
requires one month training in retail organization.
So in between the second trimester each student at
Dayananda sagar business school, Bangalore need to
undergo one month’s training in an organization.
This training serves the purposes of acquainting the
student with Environment of an organization in which
student have to work hard in future .Only theoretical
knowledge is not enough but its practical application is
also required to be learned.
I was fortunate enough to have an opportunity of doing
training at BIGBAZAAR, BANSHANKARI, BANGALORE. Every
trainee was required to prepare a report of his working in
the organization. I was assigned a project on
“OWN BRAND PROMOTION IN THE STORE.”
4. In this report, all the important findings of the project
are included; overand above an overall profile of the
company (PANTALOON) is also given. It is hoped that this
report will make the readers familiar with the store and
also give the idea about the product and services offered
By the Company.
5. 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.KIRAN.S and Mr. KARTHIK.KUMAR for providing
me training in this reputed organization and giving
me a chance to have the experience of actual retail
operations. I am indebted to Mr.KIRAN.S
(Department Manager) of BIG BAZAAR for his
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 during my training.
SUDIPTO SINHA
sudiptosinhaa@gmail.com
6. COMPANY PROFILE
Pantaloons Retail (India) Limited, is India’s
leading retailer that operates multiple retail
formats in both the value and lifestyle segment of
the Indian consumer market. Head quartered in
Mumbai (Bombay), the company operates over 10
million square feet of retail space, has over1000
stores across 61 cities in India and employs over
30,000 people.
The company’s leading formats include Pantaloons,
a chain of fashion outlets, Big Bazaar, a uniquely
Indian hypermarket chain, Food Bazaar, a
supermarket chain, blends the look, touch and feel
of Indian bazaars with aspects of modern retail
like choice, convenience and quality and Central, a
chain of seamless destination malls. Some of its
other formats include, Depot, Shoe Factory, Brand
Factory, Blue Sky, Fashion Station, all, Top 10,
Bazaar and Star and Sitar. The company also
operates an online portal, futurebazaar.com. A
subsidiary company, Home Solutions Retail (India)
Limited, operates Home Town, a large-format home
solutions
Store, Collection i, selling home furniture
products and E-Zone focused on catering to the
7. Consumer electronics segment. Pantaloons Retail was
awarded the International Retailer of the Year 2007
by the US based National Retail Federation (NRF)
and the Emerging Market Retailer in the Year 2007
at
The World Retail Congress held in Barcelona.
Pantaloons Retail is the flagship company of Future
Group, a business group catering to the entire
Indian consumption space. Pantaloons are not just
an organizationitis an institution, acentric of
learning & development. We believe that knowledge
is the only weapon at our disposal and our quest
for it is focused, systematic and unwavering. At
Pantaloons, we take pride in challenging
conventions and thinking out of the box, in
travelling on the road less traveled. Our corporate
doctrine ‘Rewrite Rules, Retain Values’ is
derived from this spirit.
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, the company 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
8. 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 we are 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. The way we work is distinctly
"Pantaloons". Our courage to dream and to turn our
dreams into reality – that change people’s lives,
is our biggest advantage. Pantaloons are an
invitation to join a place where there are no
boundaries to what you can achieve. It means never
having to stop asking questions; it
Means never having to stop raising the bar. It is
an opportunity to take risks, and it is this
passion that makes our dreams a reality. Come enter
a world where we promise you good days and bad
days, but never a dull moment!
9. FUTURE GROUP
Future Group is one of the country’s leading
business groups present in retail, asset
management, consumer finance, insurance, retail
media, retail spaces and logistics. The group’s
flagship company, Pantaloons Retail (India) Limited
operates over 10 million square feet of Retail
space, has over 1,000 stores and employs over
30,000 people. Future Group is present in 61 cities
and 65 rural locations in India. Some of its
leading retail formats include, Pantaloons, Big
Bazaar, Central, Food Bazaar, Home Town, e Zone,
Depot, Future Money and online retail format,
futurebazaar.com.Future Group companies includes,
Future Capital Holdings, Future Generali India
Indus League Clothing and Galaxy Entertainment that
manages Sports Bar, Brew Bar and Bowling Co. Future
Capital Holdings, the group’s financial arm,
focuses on asset management and consumer credit. It
manages assets worth over $1 billion that are being
invested in developing retail real estate and
consumer-related brands and hotels. The group’s
10. joint venture partners include Italian insurance
major, General, French retailer
ETAM group, US-based stationary products retailer,
Staples Inc. and UK-based Lee Cooper and
India-based Talwalkar’s, Blue Foods and Liberty
Shoes. Future Group’s vision is to, “deliver
Everything, Everywhere, Every time to Every Indian
Consumer in the most profitable manner.”
The group considers ‘Indian-ness’ as a core value
and its corporate credo is- Rewrite rules, Retain
values.
11. INDUSTRY PROFILE
“Retailing includes all the activities involved in
selling goods or services to the final consumers for
personal, non-business use”.
The organized retail sector in India has a very low
contribution to the entire retail sector in the country.
Hence there is ample scope for the new players to achieve
success. Large young working population with average age
of 24 years, nuclear families in urban areas, along with
increasing working women population and emerging
opportunities in the services sector are going to be the
key growth drivers An organization selling directly to
final consumer-whether a manufacturer, wholesaler or
retailer is doing retailing. It does not matter how the
goods or services are sold (by person, mail, telephone,
12. vending machine or internet) or where they are sold (in
store, on the street, or in consumer’s home).
Retail is India’s largest industry, accounting for 10% of
country’s GDP and around 8 percent of employment. Modern
retail has entered India as seen in shopping centers,
multi storied malls and huge complexes offer shopping,
entertainment and food all under one roof. India has seen
the concept of hypermarket coming of age. Players like
Wall-mart, metro have established hypermarkets in many
countries. In India hypermarket concept is in nascent
stage, retailers like Pantaloons, Tata, and RPG have
started hypermarket operations and they are having plans
to expand aggressively to all the regions of India.
Among all the global retail markets Indian retail market
is the most expanding. This is owing to the absence in
restriction at the entry level. So, large foreign
companies can enter in the green retail fields of India.
13. KEY PLAYERS IN THE INDUSTRY
BIG BAZAAR
BHARTI RETAIL
RELIANCE RETAIL
STAR BAZAAR
MORE
MEGA MART
FOOD WORLD
SAFAL
SPENCERS
METRO
14. THE BIG BAZAAR PROMISES:
1. MANUFACTURER’S WARRANTIES ON ALL PRODUCTS:
Big Bazaar promises to sell only the original products
from the authorized dealers; so that all applicable
products carry the original manufacturer’s warranty. To
service any product purchased at Big Bazaar, customer can
visit the authorized service center of the manufacturer.
The invoice accompanying the product is the warranty
document.
2. GUARANTEED DELIVERY:
Big Bazaar guarantees to deliver the exact product that
has selected, without defects. In case of receiving a
different product, or if the product is damaged in
transit, the customer should contact it within the
stipulated time period and Big Bazaar will ensure that it
is replaced or refunded.
3. SECURE PAYMENT:
It commits to ensure that no payment misuse happens, so we
work with banks and payment gateways to ensure that your
information is protected. Payments are protected both by
it and by the policies of customer’s bank, and the
15. chances of fraud in these channels are actually very low.
Big Bazaar openly publishes its office addresses and is
part of India’s largest retail company with a presence
all over India – so you know how to contact us in person,
if required.
4. OUR SIMPLE 7-DAYS RETURN POLICY:
If customer has purchased something at Future Bazaar and
the product did not meet its expectations or does not fit
to his needs, then it can return the product to us; no
questions asked, as long as it is in its original
packaging and accompanied by its invoice. We will even
make the return process simple for you – just contact our
customer support and we’ll arrange to pick up the product
from your home. Alternately, you can drop it off at the
nearest Big Bazaar.
5. PROMPT CUSTOMER SUPPORT:
Our customer support is manned by dedicated call center
personnel, who can take decisions and resolve your
problems. They are eager to solve your problems and are
aware of the processes and means to handle them. In case
they cannot solve the problem at their end, they will
trigger the required action on your behalf or advise you
the best possible method to a successful fulfillment of
all your queries/issues. Be assured that when you call
us, your call is being taken seriously.
16. GROUP VISION:
Future Group shall deliver Everything, Everywhere, Every
time for Every Indian Consumer in the most profitable
manner.
GROUP MISSION:
We share the vision and belief that our customers and
stakeholders shall be served only by creating and
executing future scenarios in the consumption space
leading to economic development.
We will be the trendsetters in evolving delivery formats,
creating retail realty, making consumption affordable for
all customer segments – for classes and for masses.
We shall infuse Indian brands with confidence and renewed
ambition.
We shall be efficient, cost- conscious and committed to
quality in whatever we do. We shall ensure that our
positive attitude, sincerity, humility and united
17. determination shall be the driving force to make us
successful.
CORE VALUES:
Indianans: confidence in ourselves. Leadership: to be a
leader, both in thought and business. Respect & Humility:
to respect every individual and be humble.
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.
18. BOARD OF DIRECTORS
Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Pantaloon
Retail (India) Limited and the Group Chief Executive
Officer of Future Group.
Mr. Gopikishan Biyani, Whole time Director
Gopikishan Biyani is a commerce graduate and has more than
twenty years of experience in the textile business.Mr.
Rakesh Biyani, Whole time Director Rakesh Biyani is a
commerce graduate and has been actively involved in
category management; retail stores operations, IT and
exports. He has been instrumental in the implementation of
the various new retail formats.
Mr. Vijay Biyani, Whole time Director Vijay Biyani has
more than twenty years of experience in manufacturing,
textiles and retail industry and has been actively
involved in the financial, audit and corporate governance
related issues within the company.
19. Mr. Vijay Kumar Chopra, Independent Director V.K.Chopra is
a fellow member of The Institute of Chartered Accountants
of India (ICAI) by profession and is a Certified Associate
of Indian Institute of Bankers (CAIIB). His banking career
spans over 31 years and he has served senior management
positions in Central Bank of India, Oriental Bank of
Commerce, SIDBI, Corporation Bank and SEBI.
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. O. Koshy
20. 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. Bala Deshpande, Independent
Director Bala Deshpande is Independent Director, Pantaloon
Retail (India) Ltd. and also serves on the boards of
Deccan Aviation, Nagarjuna Construction, Welspun India and
Indus League Clothing Ltd, among others. Mr. Anil Harish,
Independent DirectorAnil 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 other
21. MAJOR MILESTONES
1987 Company incorporated as Manz Wear Private Limited.
Launch of Pantaloons trouser, India’s first formal
trouser brand.
1991 Launch of BARE, the Indian jeans brand.
1992 Initial public offer (IPO) was made in the month of
May.
1994 The Pantaloon Shoppe – exclusive menswear store in
franchisee format launched across the nation. The company
starts the distribution of branded garments through multi-
brand retail outlets across the nation.
1995 John Miller – Formal shirt brand launched.
1997 Pantaloons – India’s family store launched in
Kolkata.
2001 Big Bazaar, ‘Is se sasta aur accha kahi nahin’ -
India’s first hypermarket chain launched.
2002 Food Bazaar, the supermarket chain is launched.
22. 2004 Central – ‘Shop, Eat, Celebrate in the Heart of
Our City’ - India’s first seamless mall is launched in
Bangalore.
2005 Fashion Station - the popular fashion chain is
launchedall – ‘a little larger’ - exclusive stores for
plus-size individuals is launched
2006 Future Capital Holdings, the company’s financial
arm launches real estate funds Kshitij and Horizon and
private equity fund Indivision. Plans forays into
insurance and consumer credit
.
Multiple retail formats including Collection i, Furniture
Bazaar, Shoe Factory, EZone, Depot and futurebazaar.com
are launched across the Nation. Group enters into joint
venture agreements with ETAM Group and Generali.
2007 Future group crosses one billion mark
2008 Future group holding becomes the second group
company to make successful initial public offerings in the
Indian capital market
23. Our culture
At Pantaloon, Empowerment is what you acquire and Freedom
at Work is what you get. We believe our most valuable
assets are our People. Young in spirit, adventurous in
action, with an average age of 27 years, our skilled &
qualified professionals work in an environment where
change is the only constant. Powered by the desire to
create path-breaking practices and held together by
values, work in this people intensive industry is driven
by softer issues. In our world, making a difference to
Customers’ lives is a Passion and performance is the key
that makes it possible. Out of the Box thinking has become
a way of life at Pantaloon and living with the change, a
habit. Leadership is a value that is followed by one and
all at Pantaloon. Leadership is the quality that
Motivates us to never stop learning, stretching to reach
the next challenge, knowing that we will be rewarded along
the way. In the quest of creating an Indian model of
retailing, Pantaloon has taken initiatives to launch many
retail formats that have come headed for serve as a
benchmark in the industry. Believing in leadership has
given us the optimism to change and be successful at
it. We do not predict the future, but create it.
At Pantaloon you will get an opportunity to handle
multiple responsibilities, and therein, the
Grooming to play a larger role in the future. Work is a
unique mix of preserving our core Indian
Values and yet providing customers with a service, on par
with international standards.
24. At Pantaloon you will work with some of the brightest
people from different spheres of industry. We believe
it’s a place where you can live your dreams and pursue a
career that reflects your skills and passions.
NEW DISCOVERIES IN
RETAIL
In the financial year 2006-07, the company’s retail
businesses discovered new categories acrossformats, new
sets of consumers and fresher and contemporary
merchandise. We have been ableto offer more in the
established businesses and gain favourable acceptance with
new concepts. Inaddition, concerted expansion plans saw
retail space increase to over 5.2 million square feet at
the end of 2006-07. This expansion mode was characterized
by a twopronged approach. By dominating the cities the
company was already present in and by bringing the
benefits of modern retail to towns and cities like
Mangalore, Palakkad, Surat, Indore, Kanpur, Haldia, Agra,
Coimbatore, Jaipur and Panipat. The company has also
undertaken significant privatelabel initiatives in food,
in general merchandise and in the consumer durables and
electronic scategories. Strategic alliances have also been
forged with established domestic and international
Brands. However, the most significant development was the
internal realignment the company undertook within each of
its retail businesses. To embark on a more detailed
25. approach towards value creation and increasing efficiency,
the company reviewed its business operations and
Adopted a more focused approach by creating an integrated
support unit or Line of Business.
Augmenting the retail front-end team, Line of Business
(LoB) units have been created in the three most critical
businesses – food, fashion and general merchandise.
Formed during the second half of 2006-07 these business
units focus on introducing optimumoperationalefficiencies.
Thus, these units ensure that back - end measures are
appropriately taken care ofand the right kind of
merchandise reaches the stores in the best possible time,
at the right price.
These teams focus on product consolidation and
suitability, margin improvement, and vendor
rationalization, thereby ensuring that the sourcing
benefits are made available to the front – end team. The
company’s efforts over the next couple of years would
entail a combination of Expansion and process up gradation
and implementation.
The emphasis will be on the next discoveries to be made in
the retail space that will lead to expansion. At the same
time, there will be an increased focus on micro detailing
aspects including process, product and operational
efficiencies thereby contributing positively to the
company’s bottom-line.discovering fresh fashion
26. It was the first Pantaloons store in Kolkata that set off
a chain of discoveries that have led us to where we are
today. Ten years later, wehavelaunchedourlargestPantaloons
store in Kankurgachi in Kolkata. Spread across 85,000
square feet, the store is the first among a series of
Large format stores that will be launched across the
nation. After consolidating its Fresh Fashion Positioning,
Pantaloons embarked on a major expansion during the year
2006-07. In 8 cities, 11 Pantaloons stores were opened
with 7 of them opening in the single month of March 2007.
The
total count of Pantaloons stores as on 30th June 2007stood
at 31 with the total area under retail close to 1 million
square feet. In order to maintain the top of the mind
association with fashion in India, Pantaloons continued to
27. be the title sponsor for the Femina Miss India 2007
pageant. Inaddition, Bipasha Basu and Zayed Khan were
roped in as brand ambassadors in the month of August 2006.
The success of this initiative was evident in the
increased sales for the ‘HaldiGulal’ range as well as
the ‘Svayam Utsav’ summer collection that were endorsed
by Bipashaand Zayed. The private label apparel share
during the year was in excess of 70 percent. The year
also witnessed categories like Winter-wear and Ethnic
Ladies-wear strengthening their presence in the stores.
The increasing success of the store brand is evident from
the fact that the store loyalty programme, Green Card,
added 200,000 new members.
Pantaloons will see a significant expansion during the
coming year with an increase of nearly0.50 million square
feet of retail space and an addition of about 15 stores.
Pantaloons will look at dominating cities where it has a
first entrant advantage and will scale up sizeably with
larger stores, additional categories and retail formats.
The year 2007-08 will witness considerable focus in the
North and East regions. Delhi and the NCR area along with
Punjab, Chandigarh and Ludhiana will see the next stage of
expansion. Cities like Ranchi, Guwahati and Siliguri in
the East will also discover Fresh Fashion.
28. In 2010-2011, more Indians discovered the value of
shopping in Big Bazaar. And with the launch of each store,
we discovered more value in terms of operational
efficiency. Big Bazaar launched 27 new stores in 22
cities, covering over 1.40 million square feet. As of June
2010, there were planning to have 300 Big Bazaar stores
across 100 cities. While Big Bazaar continued to expand in
the large cities, it also tapped consumption potential in
smaller cities like Agra, Allahabad, Coimbatore, and
Surat, Panipat, Palakkad, Kanpur and olhapur.
The year under review also witnessed realigning of
business teams with shared experience in category
management, sourcing, front-end operations and business
planning. In addition, separate teams have been formed to
look into all aspects of new store launches and to manage
mature stores. This provides more flexibility and focus in
expansion plans.
29. The increase in SKUs in existing categories and the
introduction of new categories encouraged the opening of
larger stores or Super Centres, measuring 100,000 square
feet or more. There are now 5 Big Bazaar Super Centres.
Considering this scale of expansion, technology plays a
significant facilitating role. The introduction of SAP in
2005-06 and its roll out during the year positively
impacted the business. Big Bazaar has initiated the
process of Auto Replenishments Systems, thus improving
Operational efficiencies and productivity. The company has
also rationalized nearly 250 vendors through better vendor
management in terms of potential to expand, and for
inclusion and upgradation to the online B2B platform. The
company plans to open over 60 stores across India in FY
2010-11, and the opening of the 100th Big Bazaar store
will mark the fastest ever expansion by a hypermarket
format.
30. FOOD BAZAAR
Based on the company’s in-house consumer data and research, and
in cognizance with observations on customer movements and the
shopping convenience factor, Food Bazaar has initiated certain
refurbishments and layout design across all stores. The intention
is to continuously change with the times and demands of the
evolving Indian consumer.
Food Bazaar also witnessed healthy expansion during the year
2010-11, making its presence felt in nearly 26 cities and adding
40 stores during the year under review. The total count of Food
31. Bazaars as on 30th June 2007 stood at 86 stores. The year under
review witnessed the company’s private label programme gaining
significant traction. The brands have been very competitive visà-
Vis the established brands in quality and price terms, and have in
fact scored better than national or international players in
certain categories.
The share of private labels as a percentage of total Food Bazaar
revenues has increased significantly and comprises nearly 50
merchandise categories.
While Fresh & Pure brand entered categories like cheese slices,
frozen peas, honey, packaged drinking water and packaged tea, the
Tasty Treat brand received very favorable response in new
categories like nankeens and wafers. In the home care category,
Care mate launched aluminum foil and baby diapers while Clean mate
launched detergent bars and scrubbers.
A new format ‘BB Wholesale Club’ was launched and 4 such stores
have been opened so far. To be managed by Food Bazaar from the
ensuing financial year, this format sells only multipacks
and bulk packs of a select range of fast moving categories and
caters to price sensitive customers and smaller retailers.
The company has also forged tie-ups with established companies
like ITC, Adanis, DCM Group, USAID and other farm groups in
Maharashtra and Madhya Pradesh to source directly from them.
These alliances are expected to drive efficiencies as well as
bring better products to consumer’s .By the end of FY 07-08, the
total number of Food Bazaar stores is expected to be 200.
32. Future ideas
Discovering new
opportunities
Future Ideas is the Innovation, Design & Incubation cell within
Pantaloon Retail that stems from the core proposition -
‘Protecting and preserving the soul of a small business or
33. Enterprise within a large organization.’ Future Ideas deals with
the whole aspect of idea creation, scenario planning activities,
alternate approaches to an issue, providing
Varied outcomes and solutions to a problem and handholding the
activity till its success parameters are satisfied.
A unique initiative in corporate India, Future Ideas rests on a
tripod that can be classified as Innovation driven, Design
Management approach and an Incubation chamber, each with its own
uniqueness, yet with common objectives. The Design Management team
looks at each observation made by the Innovation team, and
brainstorms by using a collaborative and holistic approach. The
resultant ideas are then nurtured within the Incubation cell. The
Incubation team comprises of business teams, mentored by the
Innovation and Design teams.
They are people who are released from their original businesses or
concepts and made part of the entire ideation process at Future
Ideas. They remain at Future Ideas till project completion stage
when the success parameters for running the business are met.
Future Ideas draws inspiration for most of its activities and
projects, keeping in mind the new genre of aspirational Indians.
At any point of time Future Ideas would work on about 20 varied
Projects within the Future Group.
Some of the formats that are now being incubated by this team
include Top10, Depot, Star & Sitara and Talwalkars’ Fit & Active.
The team is also working on ideas around small format nofrills
Stores, rural retailing, fashion for the masses and on projects
involving women and self-help groups.
34. Future Group plans 900 KB's Fair Price
Future Group is planning to open about 850 to 900 KB’s Fair Price shops. The
locations have yet not been finalized, but the retailer shall expand in the
same market clusters it has a presence in. In an exclusive interview with
India Retailing , Damodar Mall, group customer director at Future Group
stated, "We will expand KB’s Fair Price shops in select towns. First, it
will be a concentrated approach in the markets we are already present in —
Delhi, Mumbai and Bangalore."
Denying recent media reports on closure of a number of KB’s Fair Price
stores, Mall stated, "The report was incorrect. KB’s Fair Price is a
business model where, we will keep churning old localities and getting into
new ones. If we have closed one store in a locality, we have opened another
in the same catchment."
"We have mapped 850 to 900 KB's Fair Price shops. The model is low-cost and
revenues from these stores have been the highest among all the modern trade
players in the neighborhood space. The model is viable and a part of our
expansion plans," Mall informed.
Further informing on Future Group's plans on its format — Big Bazaar — Mall
informed that the company is targeting a total number of 350 Big Bazaar
stores, although the timeline is not yet decided. At present there are around
120 Big Bazaar stores in India, present across 67 cities of the country.
—
36. Depot, in many cities, is the first modern retailer in books and
music and the response has been overwhelming. The core
differentiators of Depot are its young, colorful and vibrant
stores, strong regional range, affordability and a private label
publishing program – Depot Exclusives. In its first year of
operation, Depot has launched 6 stand-alone stores and 50 cut-ins.
37. Along with its expansion in major cities, Depot debuted in smaller
towns like Rajkot, Vadodara, Haldia, Thrissur, Palakkad and
Tiruvanantharam.
The Depot Exclusives (released solely in Depot) catalogue expanded
rapidly with over 100 titles
across genres like children’s books, cookery, regional literature
etc. Reputed authors/ imprints like Nita Mehta and Sanjeev Kapoor
in cookery, Disney in children’s books etc., have been associated
with the company. Depot has also tied-up with the UK based
publisher of children’s books, Small World, to co-publish a
series of toddlers’ interactive books. In FY 2007-08, the total
Depot footprint should cross over 100 stores.
The Health, Beauty & Wellness business opened 35 new outlets in
the beauty products, services and holistic health care formats
Multiple formats operate in this segment, including Tulsi, the
pharmacy chain and Star & Sitara, the beauty products cut-ins and
Star & Sitara Salons. The largest format, Beauty Free offers
unique combination of products, services and holistic health
Offerings. To capture the increasing consumption spend on wellness
and preventive health care, the joint venture between Pantaloon
Retail (I) Limited and Talwalkar Better Value Fitness opened its
first‘ Talwalkars Fit & Active’ health centre at Orchid City
Centre, Mumbai in April 2007. Spread over 5,200 square feet, it is
the country’s first health centre to offer health, fitness and
gym .Services within a modern retail and consumption environment.
The venture is also looking at innovative value added offerings in
the fitness space as well asdeveloping a Spa model for the Fit
&Active brand across the country, by increasing its presence to
nearly 50 such centers in the near future.
38. LINE OF BUSINESS
Line of Business Sub Department under the Brand
BB-Fashion BF-Children’s BIG BAZAAR
BF-Kids Acc BIG BAZAAR
BF-Ladies BIG BAZAAR
BF-Ladies Acc BIG BAZAAR
BF-Men’s BIG BAZAAR
BF-Men’s Acc BIG BAZAAR
BB-GM-Fashion
Fashion
Accessories BIG BAZAAR
Footwear BIG BAZAAR
GF-Luggage BIG BAZAAR
GF-New Business BIG BAZAAR
GF-Sport Goods BIG BAZAAR
GF-Toys BIG BAZAAR
BB-GM-Home ware GH-Home décor BIG BAZAAR
GH-Household
Crockery BIG BAZAAR
GH-Household
Plastic BIG BAZAAR
GH-Household
Utensil BIG BAZAAR
Beauty & health
SS-Personal
Grooming BIG BAZAAR
One
Mobile (communication
) CM-Accessories ONE MOBILE
CM-Carriers ONE MOBILE
CM-Hardware ONE MOBILE
Cure &care
CC-Non
Prescription SIS
CC-Prescription SIS
Depot DP-Book DEPOT
DP-Multimedia DEPOT
39. DP-Stationery DEPOT
Electronics
EE-Cd&e
Accessories HOME BAZAAR
EE-Computer
&Acces HOME BAZAAR
EE-Consumer
Durable HOME BAZAAR
EE-Electronics HOME BAZAAR
EE-Personal
Electro HOME BAZAAR
Food Bazaar FB-Chef Zone FOOD BAZAAR
FB-Chill Station FOOD BAZAAR
FB-Fabricleen FOOD BAZAAR
FB-Fruits &
Vegetable SIS
FB-Golden Harvest FOOD BAZAAR
FB-Head to toe FOOD BAZAAR
FB-Hungry kya FOOD BAZAAR
FB-Spic N Span FOOD BAZAAR
Furniture FR-Furniture HOME BAZAAR
Home Fashion Home Fashion HOME BAZAAR
Home Improvement HI-Carpentry HOME BAZAAR
HI-Electricals HOME BAZAAR
HI-Improvement HOME BAZAAR
Lootmart Ladies BIG BAZAAR
Mens BIG BAZAAR
Mens Accessories BIG BAZAAR
Navras
NR-Precious
Jewels Navras
SIS BB SIS Fashion Accessories SIS
40. SWOT Analysis
STRENGTHS
Thorough understanding of the needs of Indian consumers.
Vast range of products under one roof.
Benefit of being pioneer in the Indian retail industry.
Superior quality goods are available at reasonable prices.
Fast growing Indian middle class with reasonably good
purchasing power.
It has a good brand name.
WEAKNESSES
High cost of operation due to large fixed costs.
Very thin margin of profit
High attrition rate of employees.
Stiff competition from traditional (unorganized sector)
41. OPPORTUNITIES
Potential rural markets.
Can enter into production of various products due to its in
depth understanding of customer’s taste and preferences
Scope of expansion in smaller cities as there is a lot of
opportunities.
There remains a large future scope for the retail industry in
India, as incomes rise and consumption increases
The opportunity for widening the business all over India
because Big Bazaar opens new stores in untapped markets, such
as smaller or second tier cities such as Sangre, Belgaum and
Mysore.
THREATS
Government Policies encouraging the unorganized sector will
affect adversely the big players.
High taxes in India suppress consumption
Smaller specialty shops and informal shops are sometimes able
to avoid taxes, offering lower total prices to customers.
42. INTRODUCTION TO
MARKETING
THE MARKET
The concept of market is very important in marketing. P.Kotler
defines a market as an area for potential exchanges. Thus a market
is a group of buyers and sellers interested in negotiating the
terms of purchase or sale of goods or services.
MARKETING:
Marketing consists of a set of principles for choosing target
markets, identifying consumer needs developing wants, satisfying
products and services and delivering value to customers and profit
to the company.
Thus marketing comprises an integrated system of business
activities in order to plan, price, promote, and distribute goods
and services to meet consumer needs within the limit of society.
Definition of marketing:
43. P.Kotler defines marketing as a set of human activities directed
at facilitating and consummating exchanges. The essence of
marketing is exchange of products and the transaction is to
satisfy human needs and wants.
Importance of marketing:
Marketing is recognized as the most significant activity in our
society. Our life styles are continuously affected by a wide range
of marketing activities. Marketing alone can put goods and
services we want and need at our doorsteps.
Marketing is a vital connecting link between producers and
consumers. Marketing is directly responsible to maintain the
equilibrium between mass production and mass consumption.
MARKETING STRATEGY
PROCESS FOLLOWED
Segmentation, targeting and positioning together comprise a three stage
process.
A. Determine which kinds of customers exist,
b. Select which ones we are best off trying to serve,
44. c. Implement our segmentation by optimizing our products/services
for that segment and communicating that we have made the choice to
distinguish ourselves that way.
1. SEGMENTATION:
Segmentation involves finding out what kinds of consumers with
different needs exist. In the auto market, for example, some
consumers demand speed and performance, while others are much more
concerned about roominess and safety. In general, it holds true
that “You can’t be all things to all people,” and experience
has demonstrated that firms that specialize in meeting the needs
of one group of consumers over another tend to be more profitable.
Several different kinds of variables can be used for
segmentation:-
1. Demographic variables essentially refer to personal statistics
such as income, gender, education, location (rural vs. urban, East
vs. West), ethnicity, and family size. Campbell’s soup, for
instance, has found that Western U.S. consumers on the average
prefer spicier soups—thus, you get a different product in the
same cans at the East and West coasts.
45. 2. Another basis for segmentation is behavior. Some consumers are
“brand loyal”—i.e. they tend to stick with their preferred
brands even when a competing one is on sale.
3. One can also segment on benefits sought, essentially bypassing
demographic explanatory variables. Some consumers, for example,
like scented soap (a segment likely to be attracted to brands such
as Irish Spring), while others prefer the “clean” feeling of
unscented soap (the “Ivory” segment). Some consumers use
toothpaste primarily to promote oral health, while another segment
is more interested in breathe freshening.
2. TARGETING:
In the next step, we decide to target one or more segments. Our
choice should generally depend on several factors:-
First:
How well are existing segments served by other manufacturers? It
will be more difficult to appeal to a segment that is already well
served than to one whose needs are not currently being served
well.
Secondly:
How large is the segment, and how can we expect it to grow?
Thirdly:
46. Do we have strengths as a company that will help us appeal
particularly to one group of consumers?
1. Big Bazaar targets higher & middle class customers.
2. Big Bazaar specifically targets working women and home makers
who are the primary decisions maker. It is part of Big Bazaar’s
new Guerrilla Marketing Strategy.
3. POSITIONING:
Positioning involves implementing our targeting. Big bazaar is
positioning to its targeting customer, middle class by giving
discount offers, working women by monthly saving bazaar and home
makers by providing a wide range of food, non-food, fruits and
vegetable.
MARKETING MIX
Main Aspects of Marketing Mix:
47. The easiest way to understand the main aspects of marketing is
through its more famous synonym of "4Ps of Marketing". The
classification of four Ps of marketing includes marketing
strategies of product, price, placement and promotion. The
following diagram is helpful in determining the main ingredients
of the four Ps in a marketing mix.
PRODUCT:
In simpler terms, product includes all features and combination of
goods and related services that a company offers to its customers.
48. 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.
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 a low price will attract more
customers. It is not a valid argument as customers do not respond
to price alone; they respond to value so a lower price does not
necessarily mean expanded sales if the product is not fulfilling
the expectation of the customers
Generally pricing strategy under marketing mix analysis is divided
into two parts: price determination and price administration.
Price determination is referred to as the processes and activities
employed to arrive at a price for a product including
49. consideration of relative prices of products within the same line,
and differences in price for similar products of differing grades
and qualities.
Price administration is referred to as the activities involved in
fitting basic prices to particular sales situations such as
geographic locale, functions performed by customers, position of
distribution channel members or special sales situations.
PLACEMENT:
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,
50. 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 .
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 best way to understand
promotion is through the concept of the marketing communication
process. Promotion is the company strategy to cater for the
marketing communication process that requires interaction between
two or more people or groups, encompassing senders, messages,
media and receivers
Limitation of Marketing Mix Analysis (4Ps of Marketing)
Despite the fact that marketing mix analysis is used as a synonym
for the 4Ps of Marketing, it is criticized on the point that it
caters seller's view of market analysis not customers view. To
51. tackle this criticism, attempted to match 4 Ps of marketing with 4
Cs of marketing to address consumer views:
Product : Customer Solution
Price ; Customer Cost
Placement : Convenience
Promotion : Communication
RETAILING:
“Retailing includes all the activities involved in selling goods
or services to the final consumers for personal, non-business
use”.
-Philip Kotler
RETAIL STORE: this is a place where all the things are
available under a one roof in an organized manner according to
consumer needs.
1. Merchandise assortment
The company was looking for a solution that would bring all of its
businesses and processes together. After a comprehensive
evaluation of different options and software companies, the
management at Pantaloon decided to go in for SAP.
52. Some of the qualities of SAP retail solutions are that it
supports product development, which includes ideation, trend
analysis, and collaboration with partners in the supply chain;
sourcing and procurement, which involves working with
manufacturers to fulfill orders according to strategic
merchandising plans and optimize cost, quality, and speed–
variables that must be weighted differently as business needs,
buying plans, and market demand patterns change; managing the
supply chain, which involves handling the logistics of moving
finished goods from the source into stores and overseeing global
trade and procurement requirements; selling goods across a variety
of channels to customers, which requires marketing and brand
management; managing mark-downs and capturing customer reactions,
analyzing data, and using it to optimize the next phase of the
design process.
2. Visual merchandising
Visual merchandising supports:-
A. sales
B. retail strategies
C. communicates with customers
D. communicates image
53. E. supports retailing trends.
Visual merchandising includes:-
A. Interior merchandising
It includes danglers, signage, standees, distribution of
pamphlets, which gives details about the offers.
Display, point of purchase, fixture, equipment and furnishing of
store layout
Products packaging and label
B. Exterior merchandising
Advertisement on popular entertainment channels like Star Plus,
Sony, Set Max, and Star One.
Road shows carried out by the Big Bazaar staff with announcements
about the offer to make people aware.
Newspaper ads in almost all the local dailies like The Times of
India, on different days during the period of the offer.
54. RETAIL PROMOTION MIX
ADVERTISING:
Advertising is recognized as an indispensable tool of promotion.
It has acquired a lot of significance in the national and
international markets. With the advent of globalization and
liberalization its imperativeness in the Indian retail sector has
increased as a result of competition, latest technologies, and the
rapidly changing consumer lifestyles.
A. Objectives of Advertising:
Fundamental objective: To sell something –a product, service
or an idea.
Major Objectives:
1. To promote a new product.
2. To warn the public against imitation of the retailer’s
product.
3. To manage competition in the market.
B. Benefits of Advertisements:
55. 1. Advertisement helps in creating awareness among the customer
about the existence, price, and availability of product.
2. Increases the utility of existing products.
3. It educates customer about new product and their diverse uses.
C. Types of advertising:
Informative Advertising:
Purchases of durable products are generally erratic and often too
expensive to buy, so the retailer spends a huge amount on
informative advertising.
Classified Advertising:
It refers to messages, which are placed under specific headings
and columns in various magazines and newspapers.
2. PROMOTION:
Promotion can be loosely classified as "above the line" and "below
the line" promotion.
The promotional activities carried out through mass media like
television, radio, newspaper etc. is above the line promotion.
The terms ‘below-the-line-promotion’ refers to forms of non-
media communication, even non-media advertising.
56. Some of the examples of BTL promotions are by exhibitions,
sponsorship activities, public relations and sales promotions like
giving free gifts with goods, trade discounts given to dealers and
customers, reduced price offers on products, giving coupons which
can be redeemed later etc.
DISCOUNT DAYS: To increase the sale retail stores has started
various discount offer days. As big bazaar is concern it has big
days, PAHLI TARIKH, Wednesday Bazaar, monthly saving bazaar, power
of ten.
3. PERSONAL SELLING:
Persuasive communication between a representative of the company
or promoter and one or more prospective customers, designed to
influence the person's or group's purchase decision.
4. 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.
5. PUBLIC RELATION:
Public relation is the planned and sustained effort to establish
and maintain goodwill and mutual understanding between an
organization and its target customers
57. INTRODUCTION TO THE
OWN BRANDS
There are various kind of product which are available in the Big
Bazaar store around the country the product range are very good
which has been appreciated by the customer of various class creed
58. and culture, apart from the product which is available in the
store big bazaar processes a very wide range of product of variety
of range for the customers, basically this product are the owm
product of the big bazar.
These product does not differentiate from the best players of that
category in the market the prices of this product are relatively
low as compare to the other competitors in the market also the
quality is up to the mark to challenge the best players in the
market this product are ,
TASTY TREAT
CLEAN MATE
CARE MATE
SACH
JOHN MILLER
DISNEY
PREMIUM HARVEST
EKTAA
PUNYA
This is the basic own product which a normal big bazar store
possesses.
59. Apart from having a wide range of product with a relatively low
price with a improve quality to match the standard of the
competitors in the market still the sales of own brand
contribution in the overall sales figure is just 5 to 6 %.
While you take the example of Wal-Mart which is not yet present in
the Indian market have a very high contribution of their own
product in there sales figure it is almost 70–80 %.
PROBLEM FACING FOR THE OWN
BRAND PROMOTION
CUSTOMER AWARNESS
LACK OF PROMOTIONAL ACTIVITY
LACK OF KNOWLEDGE OF THE PROMOTERS AND THE STAFFS
ATTRACTIVE PACKAGING
IN EFFECTIVE USE OF THE CSD ANNOUNCEMENT
CUSTOMER KNOWLEDGE REGURDING THE PRODUCT
60. POOR IN STORE DISPLAY
LACK OF INTERACTION REGARDING THE COMPLAIN OF THE
CUSTOMER
FEED BACK OF THE CUSTOMER REGARDING THE PRODUCT QUALITY
THE LIKE AN DISLIKE REGARDING THE PRODUCT
RESEARCH
METHODOLOGY
Technology and customers tastes and preferences play a vital role in today’s
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:
61. This study has been carried out for a maximum 30 days.
AREA OF STUDY:
The study is exclusively done in the area of marketing. It is a process
requiring care, sophistication, experience, business judgment and imagination
for which there can be no mechanical substitutes.
This study was done in big bazaar which is situated in bansankari, Bangalore.
DATA:
The term data refers to groups of information that represent the qualitative
or quantitative attributes of a variable or set of variables. Data are
typically the results of measurements and can be the basis of graphs, images,
or observations of a set of variables. Data are often viewed as the lowest
level of abstraction from which information and knowledge are derived. Raw
data refers to a collection of numbers, characters, images or other outputs
from devices that collect information to convert physical quantities into
symbols that are unprocessed.
DATA COLLECTION:
PRIMARY DATA:
Data is collected from various customers through personal interaction. Data
is collected by survey, formal discussion and observation with different
respondents.
SURVEY METHOD: Data are usually collected through the use of questionnaires.
The data is collected by mean of simple survey done in the retail store of
the customers.
62. OBSERVATION OF CONSUMER: Observation of customers is often a powerful tool.
Looking at how consumers select products may yield insights into how they
make decisions and what they look for. Observing consumers, tells about:-
What is he looking in the product?
Is he brand loyal?
Is he more or less price sensitive?
Is he more interested in packaging, manufacturing, etc.
Observation may help us determine how much time consumers spend comparing
prices, or whether nutritional labels are being consumer.
SECONDARY DATA:
Secondary data was collected through internet sources, research papers, and
published reports by various institutions.
RESEARCH DESIGN –
The research work is exploratory in nature, and is meant to provide the basic
information required by research objectives. It is a preliminary study based
on primary data and the findings can be consolidated after a detailed
conclusive study has been carried out
63. LIMITATION
Preparation of a project report and concluding a research is a
whole process which is carried out in a number of steps. Therefore
throughout the whole process of research there are a number of
difficulties encountered by researcher, at every step. In the
present study we may assume following limitation.
Data don’t represent entire population behavior.
64. It is very difficult to measure perception by means of
mathematical calculation.
This research was done in Bangalore city only hence this
Conclusion is valid only for Bangalore.
It was assumed that respondent have the knowledge about big
bazaar but if he do not have proper knowledge then result may
come wrong.
The respondent view point on the study/questionnaire purely
judgment and may be induced by other reasons also.
65. ANALYSIS
1. WHICH NATIVE STATE DO YOU BELONG?
NUMBER REGION NO OF RESPOND PERCENTAGE
1 KARNATAKA 45 45%
2 TAMIL NADU 12 12%
3 ANDRA 20 20%
4 KERALA 15 15%
5 NORTH INDIA 8 8%
66. 60
50
40
Series 3
30
Series 2
Series 1
20
10
0
karnataka Tamil nadu Andra kerala North india
2. HOW MANY TIMES YOU WISIT BIG BAZAAR?
NO CATOGERY NO OF RESPONSE %
1 Once in a week 10 10
2 Twice in a week 15 15
3 1 in 15 days 30 30
4 1 in a mount 43 43
5 Every day 2 2
67. 3. ARE YOU AWARE OF THE FOLLOWING BRANDS?
1. TASTY TREAT
2. CLEAN MATE
3. CARE MATE
4. SACH
5. JOHN MILLER
6. DISNEY
7. PREMIUM HARVEST
68. 8. EKTAA
9. PUNYAA
10. FRESH AND PURE
AWARENESS OF THE PRODUCT
DON’T KNOW
TASTY TREATE
CLEAN MATE
SACH
JOHN MILLER
DISNEY
PREMIUM HARVEST
EKTAA
PUNYA
FRESH AND PURE
4. HAVE YOU BROUGHT ANY OF THE PRODUCTS BEFORE?
TASTY TREAT
CLEAN MATE
CARE MATE
SACH
JOHN MILLER
DINEY
PREMIUM HARVEST
69. EKTAA
PUNYAA
FRESH AND PURE
PURCHASE OF THE PRODUCT
NO
JOHN MILLER
TASTY TREATE
4thCLEAN MATE Qtr
CARE MATE
PREMIUM HARVEST
EKTAA
SACH
DISNEY
FRESH AND PURE
NO PRODUCT NO OF %
RESPONSE
1 DON’T 47 47
KNOW
2 JOHN 21 21
MILLER
3 TASTY 10 16
TREAT
4 CLEAN MATE 9 9
5 CARE MATE 3 3
6 PREMIUM 4 4
70. HARVEST
7 EKTAA 4 4
8 SACH 3 3
9 DISNEY 2 2
10 FRESH AND 1 1
PURE
5. WHICH ONE OF THESE YOU LIKE?
1. TASTY TREAT
2. CLEAN MATE
3. CARE MATE
4. SACH
5. JOHN MILLER
6. DINEY
7 .PREMIUM HARVEST
8 EKTAA
71. 9. PUNYAA
10. FRESH AND PURE
NO PRODUCT NO OF %
RESPONSE
1 DON’TLIKE 40 30
2 JOHN 20 20
MILLER
3 TASTY 15 20
TREAT
4 CLEAN MATE 14 13
5 CARE MATE 3 3
6 PREMIUM 4 4
HARVEST
7 EKTAA 4 4
8 SACH 3 3
9 DISNEY 2 2
10 FRESH AND 1 1
PURE
72. ACKNOWLEDGEMENT OF THE PRODUCT
DON’T LIKE
JOHN MILLER
TASTY TREATE
CLEAN MATE
CARE MATE
PREMIUM HARVEST
EKTAA
SACH
DISNEY
FRESH AND FURE
6. WHAT ATTRACT YOU TO BUY THE PRODUCT?
1. QUALITY
2. PRICE
3. PACKAGING
4. IN STORE DISPLAY
73. NO CATEGORY NO OF RESPONSE %
1 QUALITY 10 10
2 PRISE 70 70
3 PACKAGING 15 15
4 IN STORE 5 5
DISPLAY
74. 7. WHICH ONE OF THESE YOU WILL LIKE TO PUSCHASE AGAIN?
1. TASTY TREAT
2. CLEAN MATE
3. CARE MATE
4. SACH
5. JOHN MILLER
6. DISNEY
7. PREMIUM HARVEST
8. EKTAA
9. PUNYAA
10. FRESH AND PURE
NO PRODUCT NO OF %
RESPONSE
2 JOHN 20 20
MILLER
75. 3 TASTY 45 15
TREAT
4 CLEAN MATE 15 14
5 CARE MATE 3 3
6 PREMIUM 4 4
HARVEST
7 EKTAA 10 4
8 SACH 3 3
9 DISNEY 2 2
10 FRESH AND 3 1
PURE
CUSTOMER PREFERENCE
JOHN MILLER
TASTY TREATE
CLEAN MATE
CARE MATE
PREMIUM HARVEST
EKTAA
SACH
DISNEY
FRESH AND PURE
76. 8. WHICH ONE OF THESE YOU WILL LIKE TO SEE FURTHER IMPROVEMENT?
1. QUALITY
2. PRICE
3. PACKAGING
4. IN STORE DISPLAY
N CATEGORY NO OF RESPONSE %
O
1 QUALITY 70 70
2 PRISE 10 10
3 PACKAGING 15 15
4 IN STORE 5 5
DISPLAY
77. 80
70
60
50
Series 3
40
Series 2
30 Series 1
20
10
0
QUALITY PRISE PACKAGING IN STORE DISPLAY
CONCLUSION
78. AND RECOMMENDATIONS
Conclusions followed by recommendations form the basis of the report more solid. The
conclusion proves the analysis that is carried out in the report and on the basis of these
conclusions, recommendations are given.
During the course of the study it was found that big bazaar is lacking popularity due to the less
concentration on the management of customer data base.
In the survey and analysis it was found that the Buying Behavior of the customers depends on
variety of factors like Need, Cost, Quality, Durability, Product range and some other factors.
Advertisements
The organization should also concentrate upon the Advertisement strategies and should
come up with the innovative ads.
79. Name recall amongst the Consumer Categories is low because of less frequency of the
TV advertisements.
The organization should have customer data base so that information about offers can be
conveyed to the customer and customer segregation can also be done.
The Retailing industry is booming. In order to tap the potential market, the Company can
advertise in a magazine named like ‘Daily news record’. This will help in showcasing the
products of the magazine. This can add an extra spice to sales
In store display and the use of the colours full display of the product should be increase
Banshankari Big bazar have a very good plus point regarding the place that the store
contains compare to the other stores in the city the effective use of the store should be
done effectively ,by using some portion of the place for fun activity and regarding the fun
and game it will also help to promote the own brand .
Example the game should me in the name of tasty treat or clean mate or care mate it helps
the customer to know the product.
Using of clown of the name of the product this will help in the awareness of the customer
in the product this will help to increase the awareness regarding the product
Giving free samples in the place of fun and game
PLACE
The place of the banshankari big bazar consists of 50,000 square feet
will is quite good compare the other stores of big bazaar in the town
the place management of the store and there display has to be done
systematically that is the entrance the crowded place should be
effectively manage .
80. The display of the own brand must be in proper place to be get notice
by the customers .In place of the entrance in crowded place to get the
proper view by the customers
The back side of the bill should be used for the purpose of the
promotion of the own brand promotion
The plastic carry bag of the big bazar should also be used for the
promotional activity of the home product
Effective use of the csd for announcement of the name of the product to
get notice by the customers
Separate card in the name of (MAGIC CARD) for the purchase of own brand
product only
PRODUCT
Though the products of the big bazaar is relatively good compare to
the leading product players in the market people are not will to take
it because of their poor packaging and poor display in the store and
also the awareness by the customer
PRISE
Company should focus on their Price. It should know the competitors
price and according to that there should be a proper action to decide
the price and discount offers.
Though the prize of the product is relatively less compare to the other
brand but people are not willing to buy because of the lack of
knowledge by the customer
81. CUSTOMER SERVICES
On the weekends mostly, there is long queue for the billing which takes
a huge time so there should be an increment in the number of cash
counters.
From the analysis it is clear that more than 50% customers live within
5km area, so if it possible big bazaar should increase its home
delivery distance.
On the business days again it is seen that there is a queue in front of
lift so there is a need to solve the problem by using escalator or big
size lifts because due to this customer do not want to go on the above
floor and these floor are having high value product.
84. APENDICES
QUESTIONNAIRES
AWARENESS REGUARDING THE OWN PRODUCT
SUDIPTO SINHA MANAGEMENT TRANIE
85. DAYANANDA SAGAR INSTITUTION
QUESTIONNAIRES
1. WHICH NATIVE (STATE) DO YOU BELONG?
A. KARNATAKA B. TAMIL NADU C. AP D. KERALA E. NORTH INDIA
2. HOW MANY TIMES YOU VISIT IN BIG BAZAR?
ONCE IN A WEEK TWICE IN A WEEK 1 IN 15 DAY
1 IN A MOUNTH EVERY DAY
3. ARE YOU AWARE OF THE FOLLOWING BRANDS?
1. TASTY TREAT
2. CLEAN MATE
3. CARE MATE
4. SACH
5. JOHN MILLER
6. DISNEY
7. PREMIUM HARVEST
8. EKTAA
9. PUNYA
10. FRESH AND PURE
4. HAVE YOU BROUGHT ANY OF THE PRODUCTS BEFORE?
1. TASTY TREAT
2. CLEAN MATE
3. CARE MATE
4. SACH
5. JOHN MILLER
6. DISNEY
7. PREMIUM HARVEST
8. EKTAA
9. PUNYA
10. FRESH AND PURE
86. 5. WHICH ONE OF THOSE YOU LIKE?
1. TASTY TREAT
2. CLEAN MATE
3. CARE MATE
4. SACH
5. JOHN MILLER
6. DISNEY
7. PREMIUM HARVEST
8. EKTAA
9. PUNYA
10. FRESH AND PURE
6. WHAT ATTRACT YOU TO BUY THE PRODUCT?
QUALITY PRISE PACKAGING IN STORE DISPLAY
7. WHICH ONE OF THOSE YOU WOULD LIKE TO PURCHASE AGAIN?
1. TASTY TREAT
2. CLEAN MATE
3. CARE MATE
4. SACH
5. JOHN MILLER
6. DISNEY
7. PREMIUM HARVEST
8. EKTAA
9. PUNYA
10. FRESH AND PURE
8. WHICH ONE OF THESE YOU WILL LIKE TO SEE FURTHER IMPROVEMENT?
QUALITY PRISE PACKAGING IN STORE DISPLAY
9 -------------------- TELL US A LITTLE MORE ABOUT YOUR SELF ------
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