Big+Bazzar+Research+Project

8/2/2019 Big+Bazzar+Research+Project

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ADVERTISING EFFECTIVENESS STUDY OF BIG BAZAAR

Submitted in partial fulfillment for the award of the

DEGREE OF BACHELOR IN BUSINESS ADMINISTRATION 2009-2012

POOJA KHATRI

Roll No. 10761101709

BBA 2nd Year, 3rdSemester

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES

Affiliated To Guru Gobind Singh Indraprastha University, Delhi

PSP Area, Plot No -1, Sector 22, Rohini, Delhi -110086


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DECLARATION

This is to certify that I have completed the summer project titled

Advertising Effectiveness Study of Big Bazaar Under the guidance

of Ekta Sharma in partial fulfillment of the requirement for the award

of degree of Bachelor of Business Administration at Maharaja Agrasen

Institute Of Management Studies, Delhi. This is an original piece of work

& I have not submitted it earlier elsewhere.

POOJA KHATRI

Roll No.10761101709

BBA-3rd

Sem.


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CERTIFICATE FROM THE INSTITUTE GUIDE

This is to certify that the summer project report titled Advertising

Effectiveness Study Of Big Bazaar is an academic work done by

Pooja Khatri submitted in partial fulfillment of the requirement forthe award of degree of Bachelor of Business Administration at Maharaja

Agrasen Institute Of Management Studies, Delhi, under my guidance &

direction.

To the best of my knowledge and belief the data & information

presentedby him /her in the project has not been submitted earlier.

Signature :-

Name of The Faculty :-

Designation :-


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CONTENTS

CHAPTER 1 ,,

1. Introduction 7-82. Objectives of the study 9-103. Scope of the study 114. Importance of study 12

CHAPTER 2

Literature Review 13-27

1. Retail 14-212. Consumption cosmos 22-233. Marketing Mix 24-274. Future Bazaar 33-42

,

CHAPTER 3

Findings 47-49

CHAPTER 4

Suggestions 50-52

CHAPTER 5

Conclusions 53-54

CHAPTER 6

Limitations of the Big Bazaar 55-56

Bibliography 57


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CHAPTER 1

1. Introduction

2. Objectives of the study

3. Scope of study

4. Importance of study


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Introduction

As customers tastes and preferences are changing, the market scenario is

also changing from time to time. Todays market scenario is very

different from that of the market scenario before 1990. There have been

many factors responsible for the changing market scenario. It is the

changing tastes and preference of customer which has bought in a change

in the market. Income level of the people has changed; life styles and

social class of people have completely changed now than that of olden

days. There has been a shift in the market demand in todays world.

Technology is one of the major factors which is responsible for this

paradigm shift in the mark. New generation people are no more

dependent on haat market and far off departmental stores. Today we can

see a new era in market with the opening up of many departmental stores,

hyper market, shoppers stop, malls, branded retail outlets and specialty

stores. In todays world shopping is not any more tiresome work rather

its a pleasant outing phenomenon now.

Big Bazaar is a chain of shopping malls in India currently with 31 outlets

Owned by the Pantaloon Group. The idea was pioneered by entrepreneur

Kishore Biyani, the head of Pantaloon Retail India Ltd. The idea from the

very beginning was to make Big Bazaar very comfortable for the Indian

customer.


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That was Kishorejis strength as a retailer. He had a lot of confidence in

what he was doing, even though it defied conventional logic. Big bazaar

is not just another hypermarket. It caters to every need of your family.

Where Big Bazaar scores over other stores is its value for money

proposition for the Indian customers. At Big Bazaar, you will definitely

get the best products at the best prices - thats what they guarantee.

Big Bazaars all over India attract a few thousand customers on any

regular day, and a lot more if they are offering something extra on each

buy, which they normally are! And the sales force at Big Bazaar along

with the executives is prepared for them.

My study is based on a survey done on customers of a hypermarket

named BIG BAZAAR. Big Bazaar is a new type of market which came

into existence in India since 1994. It is a type of market where various

kinds of products are available under one roof. My study is on

determining the customers buying behavior ofcustomers in big bazaar

and the satisfaction level of customers in big bazaar. My study will find

out the current status of big bazaar and determine where it stands in the

current market.


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OBJECTIVES OF BIG BAZAAR

1. To find out the buying behavior of the customers coming in to Big

Bazaar in NCR.

2. To determine the current status of Big Bazaar.

3. To find out the customers response towards Big Bazaar.

4. To study the satisfaction level of customers in different attributes of

Big Bzaar.

5. To identify main competitors of Big Bazaar.

6. The central objective for earlier businesses of Big Bazaar was to

bring in stability and consolidation.They were built to enforce order.

However, in the new era where nothing remains constant, the dominant

theme for businesses needs to be speed and imagination. The new

macro-differentiator canbe design. Design is helping companies to sell .

7.Big Bazaar targets higher and upper middle class customers because

there has been growth in Indian middle class that has so far been used to

buying apparel and groceries from small and cluttered neighborhood

market shops is fast realizing the joys of visiting malls that have

redefined the freedom to shop and entertain. Such malls are the new

temples of leisure and weekendentertainment.


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8.The large and growing young working population is a preferred

customer segment for Big bazaar. These young people are early adopters

of most modern product lines.

9. 50% of the Indian working womans salary is spent on apparel

and footwear. Eating out, mobile phones and accessories make up the

other leading spending options. Big Bazaar specifically target young,

working professionals, home makers who are primary decision maker.

10.Is se sasta aur accha kahin nahi Nothing captures the sprit of

Big Bazaar better than this one liner. It is a simple statement and yet it

positioned at the top of Indian customers mind. It shows that big bazaar

was built on the foundation of entrepreneurship and simplicity. They

believe in service and value for the customers. They consider that it is

their only duty to keep customer in mind at every step.


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Scope of Big Bazaar

Retail is clearly the sector that is poised to show the highest growth in

the next five years. The sector is set for a revolution, as both the present

players and new entrants are gearing up to explore the market. This

sector contributes 10% of India's GDP and the current growth rate is

8.5%. The present size of the organized retailing sector is approximately

3% and is expected to grow to 25-30% by the year 2010. There are

about 300 new malls, 1500 supermarkets and 325 departmental stores

currently under construction. Many players are coming up with huge

investments, due to which the present 12 million mom-and-pop shops

and kirana stores fear losing their business. Most predictions say that

the sector might reach to US$ 400-600 billion by the year 2010.

Global retail giants such as Wal-Mart, Tesco, Germany's Metro AG and

many others are ready to enter the retail markets. The rising demand ofbranded products and increase in purchasing power have lured these

companies to enter the market.

With new boom in the retail industry, the country has identified new

scope for real estate development. The already revolutionizing

urbanization and growing demand for finished products has necessitated

development of new space for retail outlets.


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Importance of Study

The study shows customers buying pattern with Big Bazaar in NCR area.

Its provide guideline for further research in NCR area for organized

retail. Research says about customer buying behavior towards Big Bazaar

in NCR area. The study rate of customer satisfaction level with Big

Bazaar for NCR area. The research is also important to identify Market

size, growth and Market Potential of Big Bazaar in NCR area. The

research shows future Scenario of Big Bazaar in current perspective. The

study shows Opportunities and challenges for Big Bazaar respect of

internal & external environment. Research say about main competitors in

the field of organized retail sectors. The study provide guideline to

further extension of Big Bazaar in NCR area.The study provide help to

know the customers satisfaction with Big Bazaar stores.


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CHAPTER 2

Literature Review


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RETAIL

The Indian consumer could well be crowned King with all economic

indicators in the right place. Queuing up for the coronation ceremony are

a multitude of global companies that are looking at India as the next

consumer market powerhouse. And it seems to be the retail sector that

will give the desi consumer royal status.

In this study I will try to find out the present scenario of retail market in

India. This project will give focus on the global scene to retail industry

and what will drive the growth of industry in the future.

Retailing is the final step in the distribution of merchandise, the last link

in supply chain connecting the bulk procedures of commodities to the

final consumers.

Retailing in India is thoroughly unorganized. There is no supply chain

management perspective. According to a survey by AT Kearney, an

overwhelming proportion of the Rs. 400,000 crore retail market is


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unorganized. In fact, only a Rs. 20,000 crore segment of the market is

organized.

From a size of only Rs.20,000 crore, the ORGANISED retail industry

will grow to Rs. 160,000 crore by 2005. The TOTAL retail market,

however, as indicated above will grow 20 per cent annually from Rs.

400,000 crore in 2000 to Rs. 800,000 crore by 2005.

A study by McKinsey points out that India's market for consumer goods

can reach a w $450 billion by 2011 - making it one of the five largest in

the world. Further, KPMG in a recent report titled `Consumer Markets in

India - the next big thing?' has said: "India represents an economic

opportunity on a massive scale, both as a global base and a domestic

market." The report, however, finds that the next leap in the growth of the

consumer market will be spearheaded by the changing dynamics of the

retail sector. "Companies expect that the next cycle of change in Indian

consumer markets will be the arrival of foreign players in consumer

retailing. Although FDI remains highly restricted in retailing, most

companies believe that will not be for long," says Deepankar Sanwalka,

Executive Director and Head - Consumer Markets, KPMG India.

FDI in retail has once again begun to appear imminent following Prime

Minister Manmohan Singh's recent interview to McKinsey, in which he


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expressed confidence that he would be able to get the Left parties on

board on the matter. KPMG is in fact going ahead with its plans to

conduct a series of five roadshows in the US and a few countries in

Europe to hold discussions about the opportunities in India's consumer

markets, especially in retail. And the numbers do lend credence to the

enthusiasm.

The Economist Intelligence Unit (EIU) country briefing on India, 2005,

estimates the retail market in India will grow from $394 billion in 2005

to $608.9 billion in 2009. In fact, KPMG finds that the organised retail

sector in India is expected to grow at a higher rate than GDP growth in

the next five years, driven by changing lifestyles, strong income growth

and favourable demographic patterns. According to EIU, India currently

has more than five million retails outlets, out of which 96 per cent are

smaller than 500 sq. ft. But this scenario is changing fast. The structure of

retailing is developing rapidly with malls becoming increasingly common

in large cities, and development plans being projected at 150 new

shopping malls by 2008.

Emerging trends in organized retailing

Over the last five years, a number of large business groups such as

Tatas, RPG, Rahejas and Piramals has set up stores/malls and built


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businesses within retail. Thesem include the Rs1.9bn Food World - a

leading supermarket chain set up by RPG; the Rahejas Rs1.8bn

Shoppers Stop - a multi-brand departmental outlet and the Crossroads

Mall set up by the Piramals. While many of these initiatives were

initially driven by the need to use existing real estate, they are beginning

to assume the contours of a serious business today.

Fuel retailers, notably BPCL and HPCL are also expanding their

presence from fuel retail to grocery and convenience stores. Suitability of

location, optimal utilization of real estate, diversifying business to reduce

reliance on the commodity nature of fuel retail business and improve

margins are the key factors that has lead fuel majors to

enter into the retailing.

Also, existing family owned businesses are expanding their businesses.

The more successful of them are the Nilgiris - a Bangalore base food

retailer, Viveks - a 40-year old Chennai based chain selling consumer

durables and Narulas - the food chain in North India.

Interestingly, manufacturers are also looking for forward integration and

are building chains around brands. Brands in apparel, footwear and


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durables have driven the growth of specialty chains and upgraded

existing multi-brand outlet.

Theme for a mall

Although the retail sector in India highly fragmented and consists

predominantly of small, independent, owner-managed shops, it happens

to be the country's second largest employer after agriculture. The country

is currently witnessing a boom in retailing, thanks mainly on account of

an increase in the disposable incomes of middle and upper-middle class

households.

More and more corporate houses, including large real estate companies,

are now entering the retail business directly or indirectly. One sign of the

modernization of Indian retailing is the rapid growth in the number of

speciality malls and theme malls. The Piramals, Tatas, Rahejas, ITC, S.

Kumar's, RPG Enterprises, Aerens, Omaxe and mega retailers like

Crosswords, Shopper's Stop and Pantaloon have taken the lead in

organised retailing.


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Emergence of specialty retailing

Though organised retailing is still at a nascent stage - accounting for only

around two per cent of the $180 billion retail market in India - it is likely

to touch 10 per cent by the end of this decade. Four product categories

have led the organised retailing wave: foods, apparel, lifestyle products,

consumer durables and electronics. In recent times, several theme malls

such as Gold Souk (jewellery malls), Wedding Mall, Electronic Mall,

Auto Mall, etc catering to specific needs and occasions have been

completed or announced.

Many top developers are now toying with the idea of developing

speciality malls. Speciality malls are already a success in the West,

whereas the concept is in its infancy in India. One could venture so far as

to say speciality and theme based retailing will drive the growth of

organized retailing in India.


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ORGAINSED RETAILING

Organised retailing got a leg up during 2004 with the opening of new

format stores, rapid growth of existing players, start-up of new-

generation shopping malls, the Government's intention of allowing a

certain level of foreign direct investment in retail and the formation of a

retailers' association. With consumer sentiment positive during most of

2004, it led to substantial spending across a number of categories such as

consumer durables, clothing and lifestyle, automobiles and telecom

products. At the beginning of this decade, organised retailing accounted

for a mere $2.9 billion in India. This is only 1.25 per cent of the

estimated total retail market. This share has already grown to 2 per

cent.Growth projections for retail business vary widely. Some studies

estimate that by 2007, the share of organised retail in the retail pie will

jump three times to reach 5-6 per cent.

Retail in India largest industry accounting for over 10% of the country

GDP and around 8% of the employment. Retail industry in India is at the

cross road. It has emerged as one of the most dynamic and fast paced

industries with several player entering the market. The future is

promising the market is growing government policies are becoming more

favorable and emerging technology and facilitating operations.


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Some key facts retail in Indialargest industry accounting for over 10% of

the country GDP and around 8% of the employment.

The market size of Indian retail industry is about US $ 312 billion.


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Indian consumption cosmos

During past decades private final consumption expenditure has been the

key driver economic growth in India.

The headquartered in Mumbai the company operates over 12 million

square feet of retail space as over one thousand stores across 71 cities in

India and employees over 35,000 people.

The companies leading formats include Pantaloons a chain of fashion

outlet, Big bazaar, uniquely Indian hypermarket chain, food Bazaar a

consumptionspending

$350 billion

fashionaccessories

5.5%

consumerdurable 4%

furniture3.4%

Health,beauty &pharama

3.8%

Book &music 1.1

food 62%

Fashion9.5%

Enterainment 7.9%

Telephone1.8%


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supermarket chain blends he look, touch and feel of Indian Bazaars with

aspects of modern retail like choice convenience and quality and control

a chain of seamless destination malls.


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MARKETING MIX OF BIG BAZAAR

Big Bazaar offers a wide range of products which range from apparels,

food, farm products, furniture,child care, toys, etc of various brands like

Levis, Allen Solly, Pepsi, Coca- Cola, HUL, ITC, P&G, LG, Samsung,

Nokia, HP etc.

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

DJ & C

Tasty Treat

Clean Mate

Sensei

Care Mate

Koryo and 44 other brands.

Pricing:

The pricing objective at Big Bazaar is to get Maximum Market Share.

Pricing at Big Bazaar is based on the following techniques:

Value Pricing (EDLP Every Day Low pricing): Big Bazaar

promises consumers the lowest available price without coupon

clipping, waiting for discount promotions, or comparison shopping.

Promotional Pricing: Big Bazaar offers financing at low interest

rate. The concept of psychological discounting (Rs. 99, Rs. 49, etc.)

is also used to attract customers. Big Bazaar also caters on Special

Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).

Differentiated Pricing: Differentiated pricing i.e. difference in rate

based on peak and non-peak hours or days of shopping is also a

pricing technique used in Indian retail, which is aggressively used


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by Big Bazaar. e.g. Wednesday Bazaar

Bundling : It refers to selling combo-packs and offering discount to

customers. The combo-packs add value to customer and lead toincreased sales. Big Bazaar lays a lot of importance on bundling.

e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22)

5kg oil + 5kg rice + 5kg sugar for Rs 599

Place:

The Big Bazaar stores are operational across three formats

hypermarkets spread over 40,000-45,000 sq ft, the Express format over

15,000-20,000 sq ft and the Super Centers set up over 1 lakh sq ft.

Currently Big Bazaar operates in over 34 cities and towns across India

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

the tier II cities. These stores are normally located in high traffic areas.

Big Bazaar aims at starting stores in developing areas to take an early

advantage before the real estate value booms. Mr. Biyani is planning to

invest around Rs 350 crore over the next one year expansion of Big

Bazaar. In order to gain a competitive advantage Big Bazaar has also

launched a website www.futurebazaar.com, which helps customers to

orders products online which will be delivered to their doorstep. This

helps in saving a lot of time of its customers.

Promotion:

The various promotion schemes used at Big Bazaar include:

Saal ke sabse saste 3 din


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Hafte ka sabse sasta din Wednesday bazaar

Exchange Offers Junk swap offer

Future card(3% discount)

Shakti card

Advertisement (print ad, TV ad, radio)

Brand endorsement by M.S Dhoni and Asin

Big Bazaar has come up with 3 catchy lines written on hoardings taking

on biggies like Westside, Shoppers stop and Lifestyle. They are:

Keep West- aSide. Make a smart choice!

Shoppers! Stop. Make a smart choice!

Change your Lifestyle. Make a smart choice!

People:

Well trained staff at stores to help people with their purchases

Employ close to 10,000 people and employ around 500 more permonth.

Well-dressed staff improves the overall appearance of store.

Use scenario planning as a tool for quick decision making multiple

counters for payment, staff at store to keep baggage and security

guards at every gate, makes for a customer-friendly atmosphere.

Process:

Big Bazaar places a lot of importance on the process right from the

purchase to the delivery of goods. When customers enter the stores they

can add the products they which to purchase in their trolley from the

racks. There are multiple counters where bill can be generated for

purchases made. Big Bazaar also provides delivery of products over


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purchases of Rs. 1000.

Physical Evidence:

Products in Big Bazaar are properly stacked in appropriate racks. There

are different departments in the store which display similar kind of

products. Throughout the store there are boards/written displays put up

which help in identifying the location of a product. Moreover boards are

put up above the products which give information about the products, its

price and offers. Big Bazaar stores are normally U shaped and well

planned & designed


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ORGANISATION STRUCTURE

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, Wholetime Director

Gopikishan Biyani, is a commerce graduate and has more than

twenty years of experience in the textile business.

Mr. Rakesh Biyani, Wholetime Director

Rakesh Biyani, is a commerce graduate and has been actively involved in

category management; retail stores operations, IT and exports. He has

been instrumental in the implementation of the various new retail

formats.

Mr. Ved Prakash Arya, Director

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

Indian Institute of Management, Ahmedabad. Prior to joining Pantaloon

Retail, he was the CEO of Globus.

Mr. Shailesh Haribhakti, Independent Director


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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

Dr. D O Koshy, Independent Director

D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of

National Institute of Design (NID), Ahmedabad. He has over 24 years of

rich experience in the textiles and garment industry and was instrumental

in the setting up of NIFT centres in Delhi, Chennai and Bangalore. He is

a renowned consultant specializing in international marketing and apparel

retail management.


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Ms. Anju Poddar, Independent Director

Anju Poddar, holds a Bachelor of Engineering from University of

Oklahoma and is a Director, NIFT, Hyderabad chapter. She also serves

on the board of Maharishi Commerce Ltd and Samay Books Ltd,

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,

Mr. Anil Harish, Independent Director

Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors

and an LLM from University of Miami. He also serves on the board of

Mahindra Gesco, Unitech, IndusInd Bank and Hinduja TMT,


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Major Milestones

1987 Company incorporated as Manz Wear Private Limited.

Launch of Pantaloons trouser, Indias first formal trouser brand.

1991 Launch of BARE, the Indian jeans brand.

1992 Initial public offer (IPO) was made in the month of May.

1994 The Pantaloon Shoppe exclusive menswear store in

franchisee format launched across the nation. The company starts

the distribution of branded garments through multi-brand retail

outlets across the nation.

1995 John MillerFormal shirt brand launched.

1997 PantaloonsIndias family store launched in Kolkata.

2001Big Bazaar, Is se sasta aur accha kahi nahin - Indias first

hypermarket chain launched.

2002 Food Bazaar, the supermarket chain is launched.

2004 Central Shop, Eat, Celebrate in the Heart of Our City -

Indias first seamless mall is launched in Bangalore.

2005 Fashion Station - the popular fashion chain is launched

2006 Future Capital Holdings, the companys financial arm

launches real estate funds Kshitij and Horizon and private equity

fund In division. Plans forays into insurance and consumer credit.


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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 cross $1 billion mark.

2008- future group holding becomes the second group company to

make a successful initial public offering in the Indian capital

market.

India's largest listed retail company, Pantaloon Retail (India) Ltd, is

looking to allow customers to access its products through the

website, whether from a computer or a GPRS-enabled mobile

phone, and by calling a customer care number. In the future, the

company also plans to allow consumer access through television

home-shopping shows and self-help kiosks.


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Future Group

Future Group is one of the countrys leading business groups present in

retail, asset management, consumer finance, insurance, retail media, retail

spaces and logistics. Future Group is present in 61 cities and 65 rural

locations. The groups flagship company, Pantaloon Retail (India)

Limited operates over 10,000,000 square feet (930,000 m2) of retail

space, has over 1,000 stores and employs over 30,000 people. Some of its

leading retail formats include Pantaloons, Big Bazaar, Central, Food

Bazaar, Home Town, eZone, Depot, Future Money and online retail

format www.futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future

Generali India, Indus League Clothing and Galaxy Entertainment which

manages Sports Bar, Brew Bar and Bowling Co. Future Capital

Holdings, the groups financial arm, focuses on asset management and

consumer credit. It manages assets worth over $1 billion that are being


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invested in developing retail real estate and consumer-related brands and

hotels.

The groups joint venture partners include Italian insurance major

Generali, French retailer ETAM group, US-based stationary products

retailer Staples Inc and UK-based Lee Cooper and India-based

Talwalkars, Blue Foods and Liberty Shoes.

Future Groups vision is to, Deliver Everything, Everywhere, Everytime

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.


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MAJOR INDIAN RETAILERS

The low-intensity entry of the diversified Mahindra Group into

retail is unique because it plans to focus on lifestyle products. The

Mahindra group is the fourth large Indian business group to enter the

business of retail after Reliance Industries Ltd, the Aditya Birla Group,

and Bharti Enterprises Ltd. The other three groups are focusing either on

perishables and groceries, or a range of products, or both.

RPG Retail-Formats: Music World, Books & Beyond, Spencers

Hyper, Spencers Super, Daily & Fresh

PantaloonRetail-Formats: Big Bazaar, Food Bazaar, Pantaloons,

Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc.

The Tata Group-Formats: Westside, Star India Bazaar, Steel junction,

Landmark, and Titan Industries with World of Titans showrooms,

Tanishq outlets, Chroma.

K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper

City, In orbi

Lifestyle International-Lifestyle, Home Centre, Max, Fun City and

International Franchise brand stores.

Pyramid Retail-Formats: Pyramid Megastore, TruMart

Nilgiris-Formats: Nilgiri's supermarket chain


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Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom

discount chain.

Trinethra- Formats: Fabmall supermarket chain and Fabcity

hypermarket chain

Vishal Retail Group-Formats: Vishal Mega Mart

BPCL-Formats: In & Out

Reliance Retail-Formats: Reliance Fresh

Reliance ADAG Retail-Format: Reliance World

German Metro Cash & Carry

Shoprite Holdings-Formats: Shoprite Hyper


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Big Bazaar: Is se sasta aur acha kahin nahin

Big bazaar is the companys foray into the world of hypermarket

discount stores, the first of its kind in India. Price and the wide array of

products are the USPs in Big Bazaar. Close to two lakh products are

available under one roof at prices lower by 2 to 60 per cent over the

corresponding market prices. The high quality of service, good ambience,

implicit guarantees and continuous discount programmes have helped in

changing the face of the Indian retailing industry. A leading foreign

broking house compared the rush at Big Bazaar to that of a local

suburban train.

Hafte Ka Sabse Bada Din!!!!!

Hafte Ka Sabse Sasta Din, a marketing strategy used by

Retail chains to attract more customers to their stores. This is to increase

the sale of the store during weekday also. Sabse Sasta din- the best

bargain day for Shopping- this concept was started by Shoprite, one of

the main retail companies in South Africa. This concept was carried in

India also. But unfortunately they were not able to carry forward this

successfully. This concept was then acquired by RPG groups Spencers

and the Future groups Big Bazaar.On this day the retail stores offer


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heavy discounts.

Wednesday is promoted as Hafte ka Sabse Sasta Din. The reason to

choose Wednesday for best bargain day is that majority of Indians dont

shop on this day of the week. Reports have suggested that on wednesday

there are approximately twenty five percent footfalls as compared to

weekends. Being middle day ofthe week, working women dont visit

stores. Major customers of these superstores are housewives. So if

discounts are given, footfalls can be increased and that result into more

sales for the store. Everyone wants to saves and wants value for money

, so customers get fascinated by these promotions and tends to shop more

to save.

For companies its all in volumes. They play on volume which

compensate for the lower margins. In Big Bazaar on the day of Hafte Ka

Sabse Sasta din, single store is able to sell 800 kgs of water melon. On a

single day store is able to do business of more than 70-80 lakhs. Big

Bazaar, in order to get more footfalls on Wednesday invite customers to

there stores by sending door to door greetings and taking rally on roads,

advertisements on radios etc. Retail chain offers different discount


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schemes and increase there ticket size by this. Merchandise Presentation

is made to look attractive so that customers comes and buys .

As Big Bazaar Promotes Hafte Ka Sabse Sasta Din as Wednesday

Bazaar, Spencers had launch Hara bhara Wednesday scheme of

offering discounts on vegetables.

According to some customers due to this concept they able to save

around Rs 3,000- Rs 4000 a month which means a big amount so they

prefer to shop on this day. And for companies its a big business day as

they able to get volume sales during this day.


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Food BazaarWholesale prices

Food Bazaars core concept is to create a blend of a typical Indian Bazaar

and International supermarket atmosphere with the objective of giving

the customer all the advantages of Quality, Range and Price associated

with large format stores and also the comfort to See, Touch and Feel the

products. The company has recently launched an aggressive private label

programme with its own brands of tea, salt, spices, pulses, jams, ketchups

etc. With unbeatable prices and vast variety (there are 42 varieties of rice

on sale), Food Bazaar has proved to be a hit with customers all over the

country.

Big Bazaar

Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon

Group and which work on Wal-Mart type economies of scale. They have

had considerable success in many Indian cities and small towns. Big

Bazaar provides quality items but at an affordable price. It is a very

innovative idea and this hypermarket has almost anything under one

roof.Apparel, Footwear, Toys, Household Appliances and more. The

ambience and customer care adds on to the shopping experience.


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Is Se Sasta Aur Accha Kahin Nahin !!

What's in store for you at Big Bazaar?

1,70,000 products at 6- 60 % discount.

At Big Bazaar, you will get : A wide range of products at 660 % lower

than the corresponding market price, coupled with an international

shopping experience.

If you deal in the categories mentioned there's a big deal

of success for you.

Products available in Big bazaar

Apparel and Accessories for Men, Women and Children.

Baby Accessories.

Cosmetics

Crockery

Dress Materials Suiting &

Shirting

Electrical Accessories

Electronics

Toys

Home Textiles

Home Needs

Household

Appliances

Household Plastics

Hardware

Luggage

Linens

Sarees

Stationery

Utensils &

Utilities


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Big Bazaarscore concept is to create a blend of a typical Indian

Bazaar and International supermarket atmosphere with the objective of

giving the customer all the advantages of Quality, Range and Price

associated with large format stores and also the comfort to See, Touch

and Feel the products.

'FOOD BAZAAR'a division of Pantaloon Retail India Ltd is a chain

of large supermarkets with a difference. It was flagged off

in April'02.With store sizes ranging from 8,000 sq ft to 15,000 sq. ft. in

Mumbai (two stores), Kolkata, Bangalore & Hyderabad, it is opening

more stores at Gurgaon (Delhi), New Bombay & Nagpur. It currently

caters to over 1.2 million customers every day across 4 outlets in India

and is soon set to expand and double this figure across 8 outlets all over

the country by june 2003.

Food Bazaar offers the Indian consumer the best of Western and Indian

values. The western values of convenience, cleanliness and hygiene are

offered through pre packed commodities and the Indian values of "See-

Touch- Feel" are offered through the Mandi atmosphere created by

displaying staples out in the open, all at very economical and affordable

prices without any compromise on quality. This satisfies the Indian

consumer and comforts her before making her final buying decision. At


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other super markets, the consumer is deprived of this factor.

Truly the Indian consumer now agrees with Food Bazaar:"Ab Ghar

Chalaana kitna Aasaan. This positioning platform of Food

Bazaar is evident from the higher discounts and the wholesale price-

points which is below MRP.

Food Bazaar represents the companys entry into food retail and is

targeted across all classes of population. Food Bazaar replicates a local

mandi, to provide the much important touch & feel factor which

Indian housewives are used to in the local bazaar. Food Bazaar has over

50,000 stock keeping units which cover grocery, FMCG products, milk

products, juices, tea, sugar, pulses, masalas, rice wheat etc, besides fruits

and vegetables. All products are sold below MRP and discounts range

between 2% to 20%. Fruits and vegetables are sold at prices comparable

to wholesale prices.


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SWOT ANALYSIS OF BIG BAZAAR

A SWOT analysis is done to know the strengths, weaknesses,

opportunities and threats of any company. This analysis will explain

about the strengths, weaknesses, opportunities and threats of big bazaar.

Strengths of Big bazaar

High brand equity enjoyed by Big Bazaar.

State of the art infrastructure .

A vast variety of stuff available under one roof .

Everyday low prices, which attract customers .

Maximum percent of footfalls converted in sales.

Huge investment capacity.

Biggest value retail chain in India.

It offers a family shopping experience, where entire family can visit

together.

Available facilities such as online booking and delivery of goods
http://www.marketing91.com/brand-equity/http://www.marketing91.com/brand-equity/


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Weaknesses of Big bazaar

Lacks in branded products

Low in product quality

Unable to provide enough parking space to its customers

Unable to meet store opening targets on time

Falling revenue per sq ft

General perception: Low price = Low quality

Overcrowded during offers

Long lines at billing counters which are time consuming

Limited only to value offering low price products. A no of

branded products are still missing from Big Bazaars line of

products. E.g. Jockey, Van heusen,

Threats for Big bazaar

Opening up of other discounted stores like Vishal mega mart.

Convenience of customers to nearby kirana stores.

Availability of products in other retail outlets

Competition from other value retail chains such as Shoprite,

Reliance (Fresh and trends), Hypercity and D mart.

Unorganized retail also appears to be a threat to Big Bazaars

business. A large population still prefers to visit local

convenient stores for daily purchases Changing Government

policies

International players looking to foray India


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Opportunities for Big bazaar

To open up more and more number of big bazaars in different

cities of the country.

To grab the rural market.

To bring in the customers of other retail outlet by dealing with

branded products.

Add more products to its product category.

A lot of scope in Indian organized retail as it stands at

approximately 4%.

Increasing mall culture in India.

More people these days prefer to visit big stores where they canfind large variety under one roof.


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CHAPTER 4

Findings


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FINDINGS

1. Most of the customers buy their requirement in Big Bazaar on the

basis of Weekly and monthly basis. Customers realized that Big Bazaar

stores provide qualitative products/service with reasonable price.

2.At present time Big Bazaar provide different types of product

assortments to the customers.

3. Continuously opening of Big Bazaar chains in different major cities,

increasing quantities of the customers & profit show that Big Bazaar

most accepted name in organized retail chain in India.

4. Big Bazaar mainly deal with middle income group people who want

qualitative product with reasonable cost.

5.Big bazaar has a good reputation of itself in the market.

6. Big bazaar has positioned itself in the market as a discounted store.

7.Big bazaar holds a huge customer base. The majority of customers

belong to middle class family.

8. Impulse buying behavior of customers comes in to play most of the

times in big bazaar.


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9.There are more than 50 big bazaars in different cities of India, it seems

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

increasing for big bazaars.

10. Big bazaar is a hypermarket as it provides various kinds of goods like

apparels, grocery, stationary, food items, electronic items, leather items,

watches, jewellery, crockery, decorative items, sport items, chocolates

and many more. It competes with all the specialty stores of different

products which provide goods at a discounted rate all through the year.

11. The major players in retail industries are Big bazaar, The Tata Groups

(Croma), Vishal Retail Group, Reliance Retail, Kirana stores & Sabka

Bazaar etc.


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CHAPTER 5

Suggestions


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SUGGESTIONS

Big bazaar should include more of branded products its product

category so as to attract the brand choosy people to come in to big

bazaar.

Big bazaar should provide large parking space for its customers so

that they can easily park their vehicles.

It should make different cash counters for different customers.

Cash counter and credit card payment counter should be placed

differently in order to reduce the rush and save the customers

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

bazaar.

The service of the sales person is needed to be improved. Personal

care should be taken by the sales person for the customers so that

the customers feel good.

During the off peak hours big bazaar should provide some offers

to its customers so that people would be encouraged to come to big


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bazaar during off peak hours. The customers who are present in the

mall during the off peak hours of big bazaar will definitely go in to

big bazaar if surprise offers are made at that time.

Customer care department is needed to take proper care of

customer complaints and queries. The person sitting at the help

desk of big bazaar should be able to provide all necessary

information to the customers whenever it is required.

The infrastructure is needed to be changed a bit during weekends

as heavy crowd comes in to big bazaar during those days.


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ConclusionBig bazaar is a major shopping complex for todays customers. It is a

place where customers find variety of products at a reasonable price. Big

bazaar has a good reputation of itself in the market. It has positioned

itself in the market as a discounted store. It holds a huge customer base.

The majority of customers belong to middle class family. The youth

generation also likes shopping and moving around big bazaar. Volume

sales always take place in big bazaar. Impulse buying behavior of

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

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

apparels, grocery, stationary, food items, electronic items, leather items,

watches, jewellery, crockery, decorative items, sport items, chocolates

and many more. It competes with all the specialty stores of different

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

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

customers are quite satisfied with big bazaar. As of now there are 34 big

bazaars in different cities of India, it seems that there is a vast growth of

big bazaar lying as customers demand is increasing for big bazaars.


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

sold on different product category. It has emerged as a hub of shopping

specially for middle class people.

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

available under one roof. In Delhi it is the middle class people who

mostly do marketing from big bazaar. Even most of the people do their

monthly shopping from big bazaar. People not only visit big bazaar to do

shopping but also visit for outing purpose as it provides a very nice

ambience to its customers. As people go to malls they just tend to move

around big bazaar whether it is for shopping purpose or for outing

purpose. Grocery, apparels and food items are the products which are

demanded most by the customers of Delhi in big bazaar. The major

drawback of big bazaar is that it lacks in providing enough parking space

for its customers. This may discourage the customers to come to big

bazaar and shop as they face difficulty in parking their vehicles. Even

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

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

As it is surveyed it seems that the biggest competitors of big bazaar are

the kirana stores, discounted specialty stores like Vishal mega mart,

Delhi bazaar Big bazaar, The Tata Groups (Croma), Reliance Retail, &

Sabka Bazaar etc.


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CHAPTER 5

LIMITATIONS OF STUDY


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Limitations of study

Certain limitations do creep in a research study due to constraints of the

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

certain limitation, which were unavoidable.

Although all effort were taken to make the result of the work as accurate

as possible as survey but the survey have following constraints.

1. Some customers were not willing to give appointment due to their

busy schedule.

2. Due to very large size of the population, only a selected sample of

customer could be contacted.

3. Due to time constraint and other imperative work load during the t

period it could not be made possible to explore more area of concern

pertaining to study.

4. Also impossible for company to prove information is confidential.

5.Due to fast pace of life, some customers were not able to do

justification to the questionnaire.

6.Personal biases might have come while answer the questionnaire.

7.As per company rule many information was not disclose as the

manager are busy in their daily schedule. It is not possible for us to spend

more time in interaction with them.


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Bibliography

BOOKS

Kotler Philip, marketing management, (Pearson education, 12th edition),

Malhotra K. Naresh, marketing research (An applied orientation),

Research design, (Prentice hall of India pvt. 5th edition)

Berman B and Evans J.R, Retail Management (Pearson education, 10th

edition)

INTERNET WEB

Literature review on Big Bazaar.com

http://www.moneycontrol.com/news/business/big-bazaar-%96-

india%92s-real-retail-story_358768.html

http://www.marketing91.com/marketing-mix-big-bazaar/

http://www.marketing91.com/swot-big-bazaar/

http://www.expressindia.com/latest-news/Future-Group-may-hive-

off-Big-Bazaar-Biyani/519696/

http://www.docstoc.com/docs/46500277/BIG-BAZAAR-

RESEARCH-PROJECT

http://marketing-and-brands.blogspot.com/2009/03/hafte-ka-

sabse-bada-din.html
http://marketing-and-brands.blogspot.com/2009/03/hafte-ka-http://marketing-and-brands.blogspot.com/2009/03/hafte-ka-

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