organised retail atl, btl activities of marketing communication in future group & catchment area analysis for new store establishment.

Page |1

Summer Internship Project Report On
―Organised Retail ATL, BTL activities of marketing communication in future
group & Catchment area analysis for new store‖

A report Submitted in partial fulfilment of the requirement for the award of the degree of
Post Graduate Diploma in Management (PGDM) Batch: 2012-2014, Semester III

Faculty Guidance: Prof Asok kr. Banerjee
Submitted By: Somenath Ghosh

Roll no: PGDM/2012/070

Institute of Engineering & Management (IEM)
D-1, Sector-V, Salt lake Electronics Complex, Kolkata - 700 091, West Bengal, India.

SOMENATH GHOSH (PGDM 2012-14)

Page |2


Page |3

To Whomsoever It may concern

This is to certify that the project work entitled “Catchment area analysis for new store
establishment & Retail ATL BTL activations” is a bonafide work carried out by
Somenath Ghosh (PGDM/2012/070), a candidate of the PGDM (Batch 2012-2014)
Institute of Engineering and Management, Salt Lake, Kolkata under my guidance and
direction.

Signature
Prof.AsokKr.Banerjee
IEM
Faculty of Management
Kolkata


Page |4

DECLARATION

I, Somenath Ghosh, hereby declare that the Project ―Organised Retail ATL, BTL activities
of marketing communication in future group & Catchment area analysis for new store
establishment” a Part of (FUTURE GROUP). It is my original work and has not been
published or submitted for any degree, diploma or other similar titles elsewhere. This has
been undertaken for the purpose of partial fulfilment of Post Graduate Diploma in
Management (PGDM) at Institute of Engineering & Management (IEM).

Date:


Page |5

ACKNOWLEDGEMENT

A successful project can never be prepared by the single effort or the person to whom project
is assigned , but it also demand the help and guardianship of some conversant person who
helps in the undersigned actively or passively in the completion of successful project.

I acknowledge my deep sense of gratitude to MR. SHUVADEEP PAL (MARKETING
MANAGER) for providing me their valuable guidance and constant co-operation at every
step of the project. This project was indeed the outcome of his clear vision and helpful
attitude. Without his support and encouragement, the successful completion of this project
would not have been possible.
I would like to express my special regards and thank wholeheartedly to Prof.Asok kr.
Banerjee & Prof. S.N Sanyal IEM.

Finally, I would like to thank our friends and my family members for giving me constant
support and encouragement.

THANK YOU ALL

Date:

Somenath Ghosh


Page |6

EXECUTE SUMMARY

The project was done during summer internship project for partial fulfilment of post graduate
Diploma in Management (PGDM) at Future Group (East Zone).
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 two month training in
an organization.

This training serves the purposes of acquainting the student 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.
In this two month‘s training period paper has done two projects.
1) Organised Retail ATL, BTL activities of marketing communication in future group
Coordinating the store for BTL activities.
Collecting various offer from category & Support the employees for promote
those products.
Doing the official work for ATL & BTL.

2) Catchment are analysis for new store establishment in Serampur (Hooghly)
Gathering information about Store location, City Demographics & City
Attractions
Analysis city communication & Market Dynamics.
Finding the available Media for communication.
Analysis the consumer behaviour pattern.
Analysis Immediate & Extended catchment.
Gathering knowledge about total market & Suggested Marketing tips.


Page |7

TABLE OF CONTENTS

Sr.
No.

Title

Page No.

1

Industry Profile

8

2

Retail Formats‘ in India

9

3

Company Profile

11

4

Objectives of the research

13

5

Big Bazaar

14

6

ORGANISATIONAL STRUCTURE OF BIG BAZAAR

16

7

Marketing Elements& Catchment Analysis

22

8

Research Methodology

31

9

Graphical Analysis of Questionnaire

32

10

Recommendations

48

11

Limitations

49

12

SWOT Analysis

50

13

Conclusion

51

14

Bibliography

52

15

Annexure

53


Page |8

INTRODUCTION

RETAIL INDUSTRY IN INDIA

ABSTRACT:
The Retail bazaar in India is booming beyond everyone‘s expectation. The Indian Retail
sector has caught the world‘s imagination in the last few years. India‘s retail growth was
largely driven by increasing disposable incomes, favourable demographics, changing
lifestyles, growth of the middle class segment and a high potential for penetration into urban
and rural markets. The organized retail sector accounts for 5 % which is expected to grow to
10 % by the end of 2011. A number of large corporate houses like Aditya Birla , Bharti ,
Reliance ,Pantaloons ,Vishal ,Tata Retail, RPG, Raheja's and Piramals's have diversified to
add retail to their sector portfolio. This study revolves around the opportunities and
challenges faced by organized retail players in India. It was found that organized retailers see
competition from the unorganized sector as their biggest challenge, followed by competition
between organized retailers and the inefficiency of distribution channels, internal logistical
problem and retail shrinkage.

The Retail scene
‗Retail‘ the term which is the buzzword in today‘s day to day life is not at all a new concept
and was there since the barter trade days.But the fact is that it has been modified, changed
and has been given a new look and thus it has come under the flood-lights. Retailing includes
all the activities in selling goods or services directly to final consumers for personal, nonbusiness use.
A retailer or retail store is any business enterprise whose sales volume comes primarily
from retailing. Any organization selling to final consumers- whether it is a manufacturer,
whole-seller, or retailer- is doing retailing. It doesn‘t matter how the goods or services are
sold ( in person, by mail, telephone, vending machine, or on the internet) or where ( in a
store, on the street, or in the consumer‘s home).
There is no doubt that the Indian retail scene is booming. A number of large corporate houses
, Tata, Raheja‘s, Piramal‘s, Goenka have already made their foray into this arena, with beauty
and health stores, supermarkets, self-service music stores, new age book stores, every-day-


Page |9
low-price stores, computers and peripherals stores, office equipment stores and
home/building construction stores. India‘s retailing boom is the result of rapid globalization
and the recognition of being a very potential market by big giants and foreign companies
making the market more competitive. This has caused existing retailers to re-tailor their
strategies to suit the new landscapes.
Today Indian market is a ‗hot cake‘ in the field of retail and is enticing enough for every
retailer to eye for a bigger piece of it. When we talk about organized retailing at present it
is over 10% of country‘s GDP and around 8% of the
Employment. The trends that are driving the growth of the retail sector in India areRising incomes
Increasing consumerism in urban area
Upswing in rural consumption
Low share of organized retailing
Falling real estate prices

Retailing Format in India

Malls:
The largest form of organized retailing today, located mainly in metro cities, in proximity to
urban outskirts ranges from 60,000 square ft. to 7,00,000 square ft. and above. They lend an
ideal shopping experience with an amalgamation of product, service and entertainment, all
under a common roof. Examples include Shoppers Stop, Pyramid, and Pantaloons.

Specialty Stores:
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword,
RPG's Music World and the Times Group's music chain Planet M, are focusing on specific
market segments and have established themselves strongly in their sectors.


P a g e | 10

Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts on the MRP through
selling in bulk reaching economies of scale or excess stock left over at the season. The
product category can range from a variety of perishable/ non-perishable goods.

Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. It is
further classified into localized departments such as clothing, toys, home, groceries, etc.
Departmental Stores are expected to take over the apparel business from exclusive brand
showrooms.

Hyper marts/Supermarkets:
Large self-service outlets, catering to varied shopper needs are termed as Supermarkets.
These are located in or near residential high streets. These stores today contribute to 30% of
all food & grocery organized retail sales. Super Markets can further be classified in to mini
supermarkets typically 1,000 sqft to 2,000 sqft and large supermarkets ranging from of 3,500
sqft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.

Convenience Stores:
These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock
a limited range of high-turnover convenience products and are usually open for extended
periods during the day, seven days a week. Prices are slightly higher due to convenience
premium.

MBO’s:
Multi Brand outlets, also known as Category Killers, offer several brands across a single
product category. These usually do well in busy market places and Metros.


P a g e | 11

COMPANY PROFILE

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, operates some of
India‘s most popular retail formats that include Big, Central, Home Town, E-zone and Food
Bazaar. While retail forms the core business activity of Future Group, the group has
developed significant presence in consumer finance, capital, insurance, brand development,
retail media and logistics. The group‘s retail formats bring in around 250 million customer
footfalls every year and provide a platform for over 30,000 small, medium and large
entrepreneurs in India to sell their products and services to these customers. The group has a
retail presence in 85 cities and 65 rural destinat in Future Capital Holdings, a financial
services company, Future Ventures, engaged in operating and investing in allied
businesses, Future Supply Chain Limited which operates a nation-wide logistics and
warehousing network, Future Brands India Limited, a brand and intellectual property rights
development corporation and Future Human Development Limited, an educational and
manpower training company with campuses in Ahmadabad, Bangalore and Kolkata that
offers degree programs in association with IGNOU.ons and employs over 35,000 people
directly. Over the years, the group has also developed successful partnerships with Indian and
foreign companies. The group has partnered with Tata Group to operate the brand T24 as a
telecom service provider for its customers. It also operates rural retail chain in partnership
with Godrej Group. Some of the include joint ventures includes ones with Generali, an Italybased insurance major which is among the three largest insurers in the Europe, Staples Inc.,
the largest office stationery retailer in the world and French fashion brand, Celio. The group
also has exclusive brand license partnerships with leading global brands like
lee Cooper, Converse, Callaway, Prince, Spalding and Wilson.
Future Group understands the soul of Indian consumers. As one of India‘s retail pioneers
with multiple retail formats, we connect a diverse and passionate community of Indian
buyers, sellers and businesses. The collective impact on business is staggering: Around 220
million customers walk into our stores each year and choose products and services supplied
by over 30,000 small, medium and large entrepreneurs and manufacturers from across India.
And this number is set to grow.
Future Group employs 35,000 people directly from every section of our society. We source
our supplies from enterprises across the country, creating fresh employment, impacting
livelihoods, empowering local communities and fostering mutual growth.


P a g e | 12
We believe in the ‗Indian dream‘ and have aligned our business practices to our larger
objective of being a premier catalyst in India‘s consumption-led growth story. Working
towards this end, we are ushering positive socio-economic challenges.

Future Group Mission and Vision

Group Vision
Future Group shall deliver Everything, Everywhere, Every time for every Indian Consumer in
the most profitable manner.
We shall deliver
Everything,
Everywhere,
Every time,
For every Indian consumer in most profitable manner

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


P a g e | 13

Core Values of Company


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 andaction.



Adaptability: - to be flexible and adaptable, to meet challenges.



Flow: - to respect and understand the universal laws of nature.

Objective of the Study

Organised Retail ATL, BTL activities of marketing communication in future group
Coordinating the store for BTL activities.
Collecting various offer from category & Support the employees for promote
those products.
Doing the official work for ATL & BTL.

Catchment are analysis for new store establishment in Serampur (Hooghly)
Gathering information about Store location, City Demographics & City
Attractions
Analysis city communication & Market Dynamics.
Finding the available Media for communication.
Analysis the consumer behaviour pattern.
Analysis Immediate & Extended catchment.
Gathering knowledge about total market & Suggested Marketing tips.


P a g e | 14

BIG BAZAAR

Big Bazaar was launched in September, 2001 with the opening of its first four stores
in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there
are now 148 Big Bazaar stores in 80 cities and towns across India.
Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters
offering a wide range of merchandise including fashion and apparels, food products, general
merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.
Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is now
present within every Big Bazaar as well as in independent locations. A typical Big Bazaar is
spread across around 50,000 square feet of retail space. While the larger metropolises have
Big Bazaar Family centers measuring between 75,000 square feet and 1, 60,000 square feet,
Big Bazaar Express stores in smaller towns measure around 30,000 square feet.
Most of the Big Bazaar stores are multi-level and are located in stand-alone buildings in city
centers as well as within shopping malls. These stores offer over 200,000 SKUs in a wide
range of categories led primarily by fashion and food products.
Big Bazaar is part of Future Group and is owned through a wholly owned subsidiary
of Pantaloons Retail India Limited that is listed on Indian stock exchanges.

Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar
awarded the country‘s most admired retailer award in value retailing and food retailing
segment at the India Retail Forum

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 The
Children India Fund


P a g e | 15

About Big Bazaar

Hyper mart

Outlet

162 outlets in India till date

Parent group

Future Value Retail Ltd.

Owner

KishorBiyani (CEO)

Founded

2001

Head quarter

Jogeswari, Mumbai

Industry

Retail

Website

www.bigbazaar.com

Tag line

―NAYE INDIA KA BAZAAR‖


P a g e | 16

ORGANISATIONAL STRUCTURE OF BIG BAZAAR


P a g e | 17

Board of Directors
Name and Designation Age Address
KISHORE BIYANI:
Managing Director
45 406, JeevanVihar,
ManavMandir road
Mumbai – 400 006
GOPIKISHAN BIYANI:
Wholetime Director
Manavmandir road
Mumbai – 400 006
RAKESH BIYANI:
Wholetime Director
ManavMandir road
Mumbai – 400 006
SHAILESH HARIBHAKTI:
Director
49 7, Firpos, 4th floor,
Bulabhai Desai road,
Behind Benzer,
Mumbai 400 026
DARLIE KOSHY:
Independent Non-Executive
Director
50 NID Directors Bungalow,
Paldi,
Ahmadabad 380 007
S. DORESWAMY:
Director
68 33, 3rd floor,
Juhu Shalimar Bldg,
10, JVPD Scheme
Mumbai 400 049


P a g e | 18

ANJU PODDAR:
Director
55 Plot 104, Prashasan N,
Agar Road, No.72 Jubilee Hills,
Hyderabad 500 033
BALA DESHPANDE:
Nominee Director
39 Cozy Dell, 91 St. Andrews Road,
Bandra West Mumbai 400 050
VED PRAKASH ARYA:
Whole Time Director
Chief Operating Officer
35 701, Wing A Gladioli Yari road,
Versova, Andheri (West)
Mumbai 400 061
ANIL HARISH:
Director
51 13, CCI Chambers, 1st floor,
DinshawWacha Road,
Churchgate, Mumbai-20


P a g e | 19

PRODUCT AND SERVICES

Big bazaar product are divided into two parts
Food bazaar
Big bazaar

FOOD
BAZAAR

FOOD

TASTY
TREAT

NON FOOD

SACH

CARE MATE

FNV
Under FnV three things are essential
SOTING
GREDING
DISPLAY


CLEAN
MATE

STAPLES

GOLDEN
HARVEST

FNV

FB ATTA

FRESH
&PURE

P a g e | 20

BIG BAZAAR

FOOT WEAR

DG&J

SPUNK

KNIGHT
HOOD

KORYO

GARMENTS

SANSU

LUGGAGE

PINK&BLUE

MILIESTONE

MIX & MATCH

DG&J

ELECTRONICS

BB BTAND

SHRISHTI

LEE COOPER

LUGGAGE

MILESTONE

PREPURCHASE


REGULAR
PURCHASE

P a g e | 21
SERVICES

T24

CSD

PAY
BACK

T-24

T-24 was launched on 18th Nov 2010 in U.P East under future group it is a
mobile service which was started by BIG BAZAAR with collaboration of TATA
DOCOMO
PAY BACK CARD
It’s an INDIA’S largest loyally program .The motive behind this was to provide
more services to the customers
OTHER SERVICES
Free home delivery of electronic items.
Free alteration cost
30days exchange policy
Wheel chair facilities


P a g e | 22

PROJECT TOPICS

A) Organised Retail ATL, BTL activities of marketing communication
in future group
B) “Catchment Area Analysis for New Store Establishment in
Serampur (Hooghly)”

A) Organised Retail ATL, BTL activities of marketing
communication in future group
RETAIL MARKETING
Through the years retailing has evolved, competition has gotten stiff and therefore marketing
has become more integral in the direct selling of wares. From specialty mom-and-pop shop to
mass-merchants, the methods by which stores are getting their products into the hands of
customers are evolving. Because customers have more choices, stores have to reach them
with advertising, entice them with promotions, and secure them with branding—hence the
ever-growing need for marketing in retail outlets.

Advertising
There are two main functions of advertisements: to sell more products, and to inform the
customer. Through newspaper, TV, radio and internet advertisements, retailers can inform
their customers of the sales, promotions and in-store events. Moreover, since the media is
flooded with advertisements, the ability to create a more eye-catching or attention-grabbing
ad directly influences sales. Stores that advertise--as opposed to those that don‘t--are kept at
the top of their potential shoppers‘ mind, which can produce sales in the short and long term.


P a g e | 23

In-Store Promotions
Stores use promotions to prompt impulse buying behavior. A shopper may not intend to buy
a product, but if there is a promotion, there is an incentive for immediate action. For example,
a shopper may not need another dress shirt, but might still buy one if it is on sale.
Additionally, promotions can prompt consumers to recall a product and thus instigate a
purchase. Retailers also use promotional periods-- corresponding with national holidays or
well-know sales times--to sell off the previous season‘s merchandise. Promotional periods
spike sales, and are a way retailers can reduce the loss of unsold inventory.

In-Store Atmosphere and Customer Relations
Store design and consumer relationship marketing (CRM) directly affected the way
customers purchase and retain goods. Things like the atmosphere, music, store layout, sales
help, and post-purchase support can influence things like shopping time (the longer they
shop, the more likely they are to buy), and how gratified they feel with their purchase. The
more content a buyer is with their shopping experience, the more likely they are to buy
merchandise, and the less likely they are to return it.

Branding Retail Outlets
It is necessary for retailers to develop their brand in order to stand out amongst the many
other stores. With local boutiques, specialty stores, department stores, mass-merchants and
internet stores, customers have more choices when it comes to buying. There is competition
within each category, and competition between categories. For example, a local boutique
selling dress shirts is competing with other local boutiques, and also with the mass-merchant
who might be selling dress shirts at a cheaper price. It is therefore necessary for the boutique
to create a brand position that a customer can identify with, to keep them loyal.
Private Labelling
Solidifying a retail brand‘s private label is the apex of the retail marketing evolution--and the
most recent trend in high-end retailing. This is not a new concept for low- to mid-priced retail
outlets, as everything from food to raincoats have been put under their brand's name. But
what's new is stores that build their brand to the point where they can sell merchandise at a
premium price. Doing so is more cost effective: they can reduce the costs associated with
buying other brand names, source cheaper goods from private manufacturers and reap higher
profits. As an added bonus, stores benefit from consumer loyalty to their stores and their
products.


P a g e | 24

Salespeople
Personal selling is a more direct approach to marketing. Retailers that sell higher-end
products or promote themselves as tops in service often employ more active sales personal.
Companies that sell higher-end products often have to rely on salespeople to help customers
understand the benefits of paying more for better value. Salespeople can also make add-on or
cross-sales for more revenue.

Big bazaar& Marketing

ATL –Above The Line activities
HO &ZO decides

Done for Branding, awareness, reaching to
the masses…common for the entire
country/Zone


BTL –Below The Line activities
ZO &Store decides

Done for emotional connect…reaching to a
niche…differs from city to city

P a g e | 25

What is ATL & BTL?
Above the line (ATL):
ATL refers to promotional activities done at macro level. It is done at national, regional or at
bigger territory level and mass audience is covered in this type of promotion. A brand image
is created about the company and its product. Media such as television,
cinema,radio,newspaper, and magazines are used to create an impact about the company and
its product. ATL communication is more of conventional in nature.

Reach

Consumer

Above The Line

Rating
Frequency
Brand
Awareness

Press

ATL

Radio
News paper
Magazines
Outdoor

Below the line (BTL):

BTL
Below The Line

Contextual text ads
Vertical banners
Email marketing
Telemarketing
Hor. Banners
Social media
Events


Cost per conv.
Quantifiable
leads
New customers
Real matric

Consumer

BTL communication is unconventional in nature, done at micro level and forms part of nonmediacommunication. Measure include direct mailing, distribution of
flyers,brochures, and usage of sponsorships, public relations,tele-marketing
and point of sale.

P a g e | 26

B) “CATCHMENT AREA ANALYSIS FOR NEW STORE
ESTABLISHMENT IN SERAMPUR (HOOGHLY)”
Catchment analysis
Describes a process for analysing information about buyers living in a particular location‘s
main catchment area and relating this to the area profile data for that area. The purpose of this
analysis is to assess the degree of success, or not, which a location has had in penetrating the
attendance or visitor potential of its catchment area as a whole and of each postal sector
within it.

Purposes of catchment area analysis:
The essential purposes of catchment area analysis are to help
guide a location in the selection of particular postal sectors on which to focus
Special marketing activity
Evaluate, subsequently, the impact made by this special marketing activitythe analysis
can be of particular value in identifying sectors where actual sales or Visitor
penetration is low but where potential is shown to be high. An assessment should then
be made of the factors that might be causing this. These factors might be:
Drive-time distance from the store
Good access by public transport,
A low level of travel into the city /town for shopping, work or leisure another
City/town being preferred
Competition from other stores which have greater appeal or are moreaccessible
The characteristics of the population for example age, social grade, higherEducational
qualifications
Relatively low levels of family income
Limited potential for frequent purchasing because of a lack of appropriate stores for
purchasing.


P a g e | 27

SERAMPUR – THE TOWN
SERAMPUR is a city and a municipality in Hooghly District of West Bengal. It is a precolonial town in the bank of Hooghly River. It is situated at the northern sides Hooghly
district & about 31.3Km by Road & 22 km by train from Kolkata.

Serampur today has grown into a thriving city with a strong sense of character and
identity. It is the best laid out city in near Kolkata with broad roads, train lines cutting
each other at right angles.
Serampur is a place culture, ethics and education. This place contains many schools
and colleges.

Scope of the study
The study made by the researcher helps to provide information relating to the geographic,
demographic and economic features of the respondents in and around Serampur area. The
findings and suggestions given by the researcher at the end of the study will be helpful for the
organization in making market planning and so enrich the Establish of the Serampur Big
Bazaar.


P a g e | 28

How to carry out the analysis

1) Define the catchment area for the venue
The catchment area would be that to which the store‘s marketing activity is mainly
directed.
This area would probably have more than 80% of identified customers. The
Percentage would be unlikely to reach much more than 90% because the full
Population will include people whose usual address will be outside the catchment
area. They will be students, friends and relatives visiting residents of the area and
business visitors.

The method for defining the catchment area for a venue has three stages:
Obtain a standard area profile report, which includes all postal sectors
Within a 30-minute drive-time
Analyse sales data to identify other postal sectors with a significant number of
customers
Identify other postal sectors to be included in the catchment area.

2) Obtain a profile report for the defined catchment area
This report will give a similar type of information to that in the drive-time area profile report.
The percentage figure for each data item in the catchment area report is accompanied by an
index figure which compares the postal sector percentage for that item with the
corresponding percentage level for the item in the Defined Area Overview Report on the
catchment area. For the store‘s customer percentages these are the market potential indices
which identify the sectors with a high (or average, or low) percentage of potential customers.
The indices for each of the other data items in the report (for example social grade) will
indicate the probable reasons for the variations between sectors in levels of potential.


P a g e | 29

3) List the postal sectors in the catchment area
Show the number of customers in each postal sector and alongside this show the number of
potential customers in that sector. This may either be done in house or, for a fee, by one of
the regional marketing/ development agencies.

4) Create a set of sales penetration indices
An assessment can then be made of the extent to which the store has succeeded, or not, in
attracting the potential customers living in each postal sector or in the catchment area as a
whole.

There are two ways in which this can be done:
i)

Relating numbers of buyers to potential customers
The number of buyers in each postal sector would be related to the number of
potential customers in that sector to show the number of buyers per 100 potential
customers.

ii)

Relating percentages of ticket buyers to potential attenders
The other way of assessing the degree of sales penetration is first to calculate for

Each postal sector its percentage share of:
the total number of buyers in the defined catchment area
the total number of potential customers in the defined catchment area
The sales penetration index for each postal sector is calculated by dividing that sector‘s
percentage share of all buyers in the catchment area by the overall percentage of potential
customers for the area.

5) Relate the market potential indices to the sales penetration indices
This will show:
• Sectors of high market potential and high sales penetration
• Sectors of high market potential but with only average or below average sales
penetration
• Sectors of average potential but below average sales penetration
• Sectors with low potential and low sales penetration


P a g e | 30
The indices for the other data items in the catchment area report should help identify the
demographic and other factors which are likely to have influenced the variations between
sectors in the numbers of potential customers and in the levels of sales penetration.

How to use the analysis
In the light of the process and analysis described above and, where possible, some form of
market research, action may be considered for attracting more people from particular postal
sectors. Although in some cases it may be unlikely that any significant improvement can be
made within the resources available or without access to special additional funds for
customer development etc. It is important to recognize that the numbers of potential arts
customers in each
Postal sector should not be regarded as absolute targets that a local store should expect to
achieve. The numbers and percentages are intended to reflect the propensity to attend
particular type of performance or to visit store. They represent the number of adults who
might possibly be interested in visiting a retail store.- but not necessarily within the defined
area. Their purpose essentially is to show the differences between sectors in levels of
potential Customers.


P a g e | 31

SOURCES OF DATA
There are two types of data namely primary data and secondary data.

Primary Data
Primary data refers to those data that are collected newly and they are not used earlier. The
researcher has to gather the primary data freshly for the specific study undertaken by him.
The primary data can be collected by three methods namely observation method,
experimentation method and survey method. Survey research is the systematic gathering of
data from respondents through questionnaires.

Secondary Data
The secondary data refers to those data which were gathered for some other purpose and are
already available in the firm‘s internal records and commercial, trade or government
publications.

DATA COLLECTION METHOD
The primary data required for this study is collected through schedules. The schedule method
is also like the collection of data through questionnaire, with little difference which lies in the
fact that questions are being filled in by the enumerators according to the replies of the
respondents for the questions.

Research Methodology

Sources of Data for Catchment Analysis
There are two types of data we have collected: 1. Primary Data & 2. Secondary Data.
1) Primary Data was collected from the feedback of the people of Serampur with
The help of questionnaire.
2) Secondary Data was collected from Zonal office &Internet.

Research Objectives
1. Primary Objectives:
To identify customer base of the area.
To understanding the Local market.
To identify the Competitors.

2. Secondary Objectives:.
To determine & also market research of new store establishment.
To identify customer‘s taste & preferences of the area.


P a g e | 32

Data Description for Catchment Area Analysis

1. Age of the respondents
Age

11 yrs- 20 yrs

21 yrs-30 yrs

31yrs-40yrs

Respondents

6

88

70

41yrs and
above
36

11 yrs - 20 yrs
3%

40 yrs and above
18%

21 yrs-30 yrs
44%
31 yrs - 40 yrs
35%

FINDINGS- 44% of the respondents are of ages between 21yrs and 30 yrs, 35% of them are
between 31 yrs and 40 yrs, 18% of them are of 41 yrs and above while only 3% of them
between 11 yrs and 20 yrs.


P a g e | 33

2. Distance of the respondents
Distance

Less than 1 km

1 km – 3 km

Beyond 3 km

No. of
respondents

88

110

2

beyound 3 km
1%

less than 1 km
44%
1 km - 3 km
55%

FINDINGS- 44% of the respondents are of Staying in less than 1 km area, 55% of the
respondents are of Staying in between 1- 3 km area and 1% of the respondents are of
Staying in beyond 3 km area.


P a g e | 34

3. Community of the respondents

Community
No. of
respondents

Bengali
182

Marwari
16

Others
2

Others
1%
Marwari
8%

Bengali
91%

FINDINGS- 91% of the respondents are Bengali, 8 % are Marwari’s, and 1% other
communities.


P a g e | 35

4. Gender of the respondents

Gender
No. of respondents

Male
152

Female
48

Female
24%

Male
76%

FINDINGS- 24% of the respondents are females while 76% of them are males.


P a g e | 36

5. Family income of the respondents

Family
income
No. of
respondents

Less than
10,000
60

10k – 30 k

30k-50k

50k & above

80

54

6

50k & above
3%

30k-50k
27%

Less than 10k
30%

10k-30k
40%

FINDINGS- 30% of the respondents’ family income is less than 10,000, 40% of them have
family income between 10000-30000, 27% have family income between 30000- 50000
while only 3% have family income 50000 & above.


P a g e | 37

6. Occupation of the respondents

Occupation
No. of
respondents

Student
30

Retired
3%

Serviceman
76

House wife
13%

Businessman
31%

Businessman
62

Retired
6

Housewife
26

Student
15%

Serviceman
38%

FINDINGS- 38% of the respondents are Serviceman, 31% of them are businessmen,15% of
them are students, 3% of them are Retired and 13% of them are housewifes.


P a g e | 38

7. Number of family members

No. of family
members
No. of
respondents

Upto 2

upto 3

upto 4

upto 5

Upto 6

Upto 7

8

32

88

44

18

10

upto 6
9%

upto 7 upto 2
4%
5%
upto 3
16%

upto 5
22%

upto 4
44%

FINDINGS- 4% of the respondents have family upto 2 members, 16% have a family upto3
members, 44% have family upto 4 members, 22% have a family upto 5 members. 9% have
a family upto 6 members, 5% have a family upto 7 members


P a g e | 39

8. Major festivals along with other festivals.

Durga Puja
Other festivals

170
30

Other festivals
15%

Durga puja
85%

FINDINGS- Major Festival celebrated in Serampore is Durga Puja with 85% people
responding to it and rest 15% people celebrate other Festival in Serampore.


P a g e | 40

9. Favourite regional channel

Name of channel
No. of
respondents

24
ghanta
48

Star
Jalsa
44

ABP
Kolkata Zee
ananda TV
bangla
58
26
38

others
9%

All channel
24%

All
others
channel
76
30

24 ghanta
15%

star jalsa
14%

ABP ananda
18%

zee bangla
12%
kolkata TV
8%

FINDINGS- 14% of the respondents watch star jalsa channel, 18% like ABP Ananda , 8%
Kolkata TV, 12% zee bangla, 24% all channel, 15% 24 ghanta, & 9% of the respondents
watch others channel.


P a g e | 41

10. Places they like to go during weekends

Places

Watching TV

Movie

shopping

Playing

No. of
respondents

80

6

64

16

Relative
House
34

Relative house
17%

Playing
8%

watching TV
40%

shopping
32%
movie
3%

FINDINGS- 32% of the respondents like to go for shopping during weekends, 40% of them
like to go for watching TV , 17% of them go to Relative house. 3% of them go for a movie.
8% playing.


P a g e | 42

11. Is the house they live in rented or own?

Own
Rented

156
44

Rented
22%

Own
78%

FINDINGS- 78% of the respondents live in their own house while 22% of them live in a
rented house.


P a g e | 43

12. Type of vehicle they own

Type of vehicle
No. of respondents

Two wheeler
152

Four wheeler
16

Both
13

Both
16%

Four wheeler
8%

Two wheeler
76%

FINDINGS- 76% of the respondents have own two wheelers, 8% own four wheelers and
16% both.


P a g e | 44

13. Appliance that they own

Name of
TV,Refrigerator
appliance
No. of
104
respondents

Refrigerator, Washing
machine, TV, Laptop
60

TV & Radio
36

TV & Radio

washing
machine, Refrigerat
or,TV,laptop

Refrigerator,TV

FINDINGS- 52% of the respondents own TV &Refrigerator, 30% own washing machine,TV
,Refrigerator ,laptop, & 18% TV & Radio.


P a g e | 45

14. Where do they buy their groceries and vegetables?

Place
No. of respondents

Local market
196

others
4

others
2%

Local market
98%

FINDINGS- 98% of them prefer to buy from the local market and 2% prefer to buy from
other sources.


P a g e | 46

15. Where do they prefer to buy the appliance from?

Place
No. of respondents

Local market
180

others
20

Others
10%

Local market
90%

FINDINGS- 90% buy from the local market and 10% buy from other sources.


P a g e | 47

16. How much do they spend on grocery every month?

Worth(in Rs)
No. of
respondents

1000-3000
62

3000-4000
92

Rs. 4000 and above
23%

4000 & above
26

Rs.1000-3000
31%

Rs. 3000-4000
46%

FINDINGS- 31% of the respondents spend Rs. 1000-3000 on grocery every month, 46% of
them spend Rs. 3000-4000, 23% of them spend Rs. 4000 and above.


P a g e | 48
Recommendations
• Being a Culturally rich town we need to adapt and align our events with durga
puja, Raksha bandhan,Rath yatra, kali puja, bhai phota, bengali noboborso,
saraswatipuja,Jamai sasti etc .
• Being a religious town we have to align our activations with their Famous festivals
like ratha yatra etc.
• Being one of the major town of Hooghly district we should try to connect with their
people try to create events around them. Ex- kitchen Festival, Denim Fashion
Festivals etc.
• Use special offers and loyality programs like PAYBACK , T-24 & PROFIT CLUB to
attract the customer .
• Being a educationally rich town with lot of education hubs we should focus on the
youth during all our campaigns.
• As the neibhourhood Kirana stores are very strong in HOME DELIVERY we should
also focus strongly on HOME DELIVERY, with proper management of Prompt
Deliveries.
• Being a Culturally rich town we need to adapt and align our events with durga
puja, Raksha bandhan,Rath yatra, kali puja, bhai phota, bengali noboborso,
saraswatipuja,Jamai sasti etc .
• Being a religious town we have to align our activations with their Famous festivals
like ratha yatra etc.
• Being one of the major town of Hoogly district we should try to connect with their
people try to create events around them. Ex- kitchen Festival, Denim Fashion
Festivals etc.
• Use special offers and loyality programs like PAYBACK, T-24 & PROFIT CLUB to
attract the customer .
• Being a educationally rich town with lot of education hubs we should focus on the
youth during all our campaigns.
• As the neibhourhood Kirana stores are very strong in HOME DELIVERY we should
also focus strongly on HOME DELIVERY, with proper management of Prompt
Deliveries .


P a g e | 49

Limitation of the study
It was quit unbalancing for me when I interviewed people. The difficulties I faced in doing so
were Sometime the customers are hesitant to disclose their information‘s regarding monthly
expenditure, address etc.

 Respondent doesn‘t not fill up the questionnaires correctly as per as requirement.

 Most respondent were didn‘t like to spent time in filling the questionnaire as it was
immaterial to them.

 Getting accurate response from the respondents is very difficult due to their inherent
problems.


P a g e | 50

SWOT ANALYSIS OF BIG BAZAAR

(S) Strengths
Everyday low pricing
Point of purchase
Experience marketing team executive
staff
Emphasis on providing total customer
satisfaction
Variety of stuff under single roof
Maintain good employee-employer
relationship

(O) Opportunities

(W) Weakness
Failing revenue/sq.ft
Unable to meet store targets
Unavailability of popular brands

(T) Threats

Population of country is growing where
the scope of market is kept on
increasing for retail sector.

Competition from organized retail
players which are in market and are
emerging.

Evolving consumer preference

Competition from local retailers.

Organized retail presently nearly 5% in
India. So it acts as a great opportunities
to the organization for its growth.


P a g e | 51

CONCLUSION

As most of the retail industries did market research before entering into market. Same
thing was done by Big Bazaar. Location, market, consumer perception analysis was
done by big bazaar.
In one year, much more diversification was done in it. And to retain customers they
use many loyalty programs & IT techniques.
Big bazaar, a part of future group is a hypermarket offering a huge array of goods of
good quality for all at affordable prices. Big bazaar with over 140 outlets in different
part of India is present in both the metro cities as well as in small towns.
We can conclude that Big Bazaar has one of the major retail industry in India.


P a g e | 52

BIBLIOGRAPHY

BOOKS:

Managing retailing, Prof Piyushkumar Sinha, DwarikaPrashadUniyal(Oxford
University)
Philip Kotler, marketing management, (Pearson education, 12thedition)
Berman B and Evans J.R, Retail Management (Pearson education, 10th edition
Integrated service marketing (4th edition) by Zeithmal

WEBSITE:

bigbazaar.co.in
etailseminar.in
organizedretail.co.in
google.com
www.futuregroup.com


P a g e | 53
Annexure
Questionnaire

CUSTOMER SURVEY FORM
1

NAME

2

AGE

3

GENDER

4

OCCUPATION

5

INCOME

6

FAMILY MEMBERS

7

AREA OF RESIDENT

8

DISTANCE FROM STORE

9

MOTHER TONGUE

10

COMMUNITY

11

4 / 2 WHEELER

12

WHAT YOU DO IN WEEKENDS

13

WHERE DO YOU GO FOR SHOPPING
1 . Grocery
2 . Fashion Items
3 . Home Need
4 . Electronics

14

MEDIA HABBITS
1 . Newspaper Preferred
2 . T.V Channel Preffered
3 . Radio Preferred

15

HOUSE ( Own or Rented )

16

WHAT APPLIANCES DO YOU OWN ?

17

TOP 5 FESTIVAL CELEBRATED

AS PER PRIORITY


1
2
3
4

P a g e | 54

Pictures of Big bazaar ATL promotion

News Paper advertisement


P a g e | 55
Pictures of Big bazaar BTL promotion

Leaflet

Big Bazaar Outdoor Promotio


P a g e | 56
Pictures of Catchment Area analysis
COMMUNICATION MEDIA USED

Banners

Hording

Outdoor Bannersc

Cantor van
Display

Auto Back

Dhaba Branding

COMMUNICATION & BRANDING STRATEGY

CITY DEMOGRAPHICS
TOWN POPULATION ( Serampore city)
T
otal
– 183,339
Males – 94,514 , Female - 88,825

Nearest Schools from the
Store
Within 7 to 8kms – 30 Schools

Nearest Colleges from the
Store
GENDER BREAK UP%
Male
– 51%
Female – 49%

T
otal child population city - 12,817
(0-6yr)
male child
- 6,547
female child
- 6,270
POP STRATA
Area sq kms
District pop density - inhabitants / sq kms
Sex ratio
- 958 females : 1000 males


Within 2kms
– 3 Colleges
2kms to 5kms – 3 Colleges
5 to 10kms
– 2Colleges

Nearest Banks from the Store
(7-8kms)
United Bank of India
SBI
AXIS
ALAHABAD
LANGUAGE SPOKEN
Bengali,Hindi
RELIGION MIX
1 . Hindu
2 . Muslim
3 . Christian 4 . Sikhs
-

80%
10%
.5%
0%

HDFC
BOI
UCO
Many more…

P a g e | 57
Pictures of Catchment Area Market analysis
SERAMPORE– L
OCAL FOOD HABITS

kachori, parathe, Samosa , R chowmin, Biriyani, Momo, Chat , Golgappe , Aaloodum ,
oll,
Sweets , Namkeens Mashala Mudhi are major fast food

SERAMPORE– Local Market

VE T
GE ABLE MAR T
KE

Old Veg & Non Veg market having more than
100 shops , open daily 7days a week .


NON-VE MAR T
G
KE

P a g e | 58

SOMENATH GHOSH
PGDM (RETAIL & MARKETING)
CONT: 09475555455
E-MAIL: somnath8052@gmail.com


organised retail atl, btl activities of marketing communication in future group & catchment area analysis for new store establishment.

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (9)

Similaire à organised retail atl, btl activities of marketing communication in future group & catchment area analysis for new store establishment.

Similaire à organised retail atl, btl activities of marketing communication in future group & catchment area analysis for new store establishment. (20)

Dernier

Dernier (20)

organised retail atl, btl activities of marketing communication in future group & catchment area analysis for new store establishment.