Marketingstrategiesconsumerssatisfactionbig Bazaar 130310035243 Phpapp01

8/13/2019 Marketingstrategiesconsumerssatisfactionbig Bazaar 130310035243 Phpapp01

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A

PROJECT ON

MARKETING STRATEGIS OF BIG-BAZAAR

&

CONSUMERS SATISFACTION IN BIG-BAZAAR

(AVANI MALL)

POWERED BY

FUTURE GROUP

RAJARHAAT NEW-TOWN, KOLKATA, W.B

JUNE-AUGUST 2012

UNDER GUIDENCE

OF

SUBHODEEP PAUL (FUTURE GROUP ZONAL OFFICE, KOLKATA)

ANIRBAN KUNDU (FUTURE GROUP ZONAL OFFICE, KOLKATA)

AND

PROFESSOR SOURAV BHATTACHARYA (BSM BARASAT, KOLKATA)

SUBMITTED BY

ARKABRATA BANDYAPADHYAY

(MBA 3rdSEM, SECTION A 2011-2013)


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4. Research Methodology 30-33 Sources of Data for Marketing Strategies Sources of Data for Consumers Satisfaction Research Objectives Scope & Uses Sampling for Consumers Satisfaction analysis Questionnaires sample for Consumers Satisfaction analysis

5. Data Analysis 34-58 Data description for Marketing Strategies

Marketing mix analysis of BB Marketing Strategies analysis of BB IMC IMC components of BB Importance of IMC for BB

Data Description for Consumers Satisfaction Numbers of respondents based on age Numbers of respondents based on sex Customers/Consumers feedback analysis

6. Findings & Suggestions 59-62for consumers satisfaction

in Big-Bazaar

7. Conclusions & Recommendations 63-65 Conclusions for Marketing Strategies of BB Recommendations for Marketing Strategies of BB Conclusions & Recommendations for Consumers Satisfaction @ BB

8. Limitations 669. Bibliography 66


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CKNOWLEDGEMENTI owe a great many thanks to a great many people who helped and supported me during my project paper.

My deepest thanks to the Professor Sourav Bhattacharya, Anirban Kundu and Subhodeep Paul for guiding

me with attention and care to accomplished this project beautifully. They are taken pain to go through the

project and make necessary correction as and when needed.

I express my thanks to the Dean of BSM, Barasat, West.Bengal for extending his support.

We would also thanks to my all faculty members, non-teaching stuff of BSM, Barasat, West.Bengal.

without whom this project would have been a distant reality. We also extend our heartfelt thanks to our

family, our friends and well wishers.

ArkaBrata Bandyapadhyay


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DECL R TION

I HERE BY DECLARE THAT THIS DISSERTATION REPORT ON CONSUMERSSATISFACTION

IN BIG-BAZAAR SUBMITTED BY ME IS OF MY OWN AND NOT SUBMITTED TO ANY OTHER

INSTITUTION OR PUBLISHED ANY WHERE ELSE.

Signature: ___________________________________________________

Date: _______________________________________________________

Place: _______________________________________________________


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[I] INTRODUCTIONRETAIL INDUSTRY IN INDIA

ABSTRACT:

The Retail bazaar in India is booming beyond everyones expectation. The Indian Retail sectorhas caught the worlds imagination in the last few years. Indias retail growth was largely drivenby increasing disposable incomes, favorable demographics, changing lifestyles, growth of themiddle class segment and a high potential for penetration into urban and rural markets. Theorganized retail sector accounts for 5 % which is expected to grow to 10 % by the end of 2011. Anumber 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 studyrevolves 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 biggestchallenge, followed by competition between organized retailers and the inefficiency ofdistribution channels, internal logistical problem and retail shrinkage.

OVERVIEW OF INDIAN RETAIL INDUSTRY:

India is one of the largest emerging markets, with a population of over one billion. It is one ofthe largest economies in the world in terms of purchasing power. Retailing in India is at anascent stage of its evolution, but within a small period of time certain trends are clearly

emerging which are in line with the global experiences. Organized retailing has become morepopular in big cities in India and most of the metropolitan cities and other big cities are floodedby modern organized retail stores. Many semirural areas have also witnessed entry of suchorganized retail outlets. India's retail sector is estimated to touch US$ 833 billion by 2013 andUS$ 1.3 trillion by 2018, with a compound annual growth rate (CAGR) of 10%, which is quitelucrative. Retailing as a whole contributes almost 10% of Indias GDP, and employs almost 8%of Indias employable population. The organized sector accounts for a mere 5 per cent indicatinga huge potential market opportunity that is lying in the waiting for the consumer-savvy organizedretailer. Purchasing power of Indian urban consumer is growing and branded merchandise incategories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewellery areslowly becoming lifestyle products that are widely accepted by the urban Indian consumer.

Organized retailing is witnessing a wave of players entering the industry. These players areexperimenting with various retail formats. A number of large corporate houses like Aditya ,Bharti, Reliance, Future Group(Big Bazaar), Vishal, Tata's, RPG, Raheja's and Piramals's have alreadymadetheir foray into this arena, with beauty and health stores, supermarkets, self-service music stores,new age book stores, everyday low price stores, computers and peripherals stores, officeequipment stores and home/building construction stores. Today organized players have attackedevery retail category.


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Organized retail chains comprise only 3% of the Indian market. Rest 97% market is comprised of mom-

and pop type shops. Now the number of organized retail stores is gradually increasing. According to

ETIG (Economic Times Intelligence Group), the size of the organized retail industry was about Rs. 160

billion in 2001-02. In 2005 budget Government has allowed 26% Foreign Direct footwear, furniture and

furnishing, catering services, jewellery and watches, books, music and gifts, mobile handsets and

others.Investment (FDI) in the retail sector. Organized retailing is on continuous increase of its market

share from the past. Retailing can be categorized as of different sectors like food and groceries, clothingand textiles, consumer durables, footwear, furniture and furnishing, catering services, jewellery and

watches, books, music and gifts, mobile handsets and others.

EVOLUTION OF THE INDIAN RETAIL MARKET:

Retailing goes back to centuries; it started as a very primitive business but today has grown

tremendously. First people were doing businesses with their neighbors. Goods were exchanged between

them. Gradually people began to collect themselves to a given neighborhood, which provides a

geographical place to do the exchange. This not only increases the exposure of a given good but also

helps a lot towards the development of a more formalized system. Gradually, a few more start to gettogether to a place that in turn creates a need for a common place. Later this common place was called a

fair. With the passing of time the number of people doing businesses in a given fair increased, issues like

security, transportation becomes a matter of concern. This semi-formalized system then gave birth to

small-scale groceries, where people start to provide more combinations in their own neighborhoods. Then

came the issue of choice in given grocery, the choices the customer had was limited, this was the

beginning of the concept of everything under one roof. As time passes, joint family changes into

nuclear family. There too both members started earning which resulted into a new way of lifestyle. From

then instead of mom-and-pop type of stores organized retail stores came into existence. Based on the

ICICI Research, the Indian Retail Market evolution can be traced in the following way:


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Growth in the Indian Retail Sector:

The retail sector in India has shown a healthy growth and is fast emerging as one of the largest sectors in

the economy. The sector has grown from a level of US $ 201 Billion to a market size of US $ 425 Billion

in 2010.

The Industry has been growing at a compound annual rate of 6.4% since 1998.

SourceEIU Euro Monitor

(Sourcehttp://rmagine.wordpress.com/author/rmagine/)
http://retailmantras.blogspot.in/2012/01/growth-in-indian-retail-sector.htmlhttp://retailmantras.blogspot.in/2012/01/growth-in-indian-retail-sector.htmlhttp://rmagine.wordpress.com/author/rmagine/http://rmagine.wordpress.com/author/rmagine/http://rmagine.wordpress.com/author/rmagine/http://retailmantras.blogspot.in/2012/01/growth-in-indian-retail-sector.html


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Retail Penetration in 2011:

Organised retail in India is still in its nascent stage and hence offers immense potential. India currently

has a small 6% penetration in organised retail , while a country like the US has a high 85% penetration.

Given that there is a double digit economic growth projection for India in the following decade, the

future has immense potential for the growth of organised retail in India.

The chart below shows retail penetration across some countries.

(Source: ( E& Y Report, Ar anca Research)http://retailmantras.blogspot.in/2012/01/retail-penetration-in-

2011.html)
http://retailmantras.blogspot.in/2012/01/retail-penetration-in-2011.htmlhttp://retailmantras.blogspot.in/2012/01/retail-penetration-in-2011.htmlhttp://retailmantras.blogspot.in/2012/01/retail-penetration-in-2011.htmlhttp://retailmantras.blogspot.in/2012/01/retail-penetration-in-2011.htmlhttp://retailmantras.blogspot.in/2012/01/retail-penetration-in-2011.htmlhttp://retailmantras.blogspot.in/2012/01/retail-penetration-in-2011.htmlhttp://retailmantras.blogspot.in/2012/01/retail-penetration-in-2011.html


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Malls:Mall is largest form of organized retailing today. Located mainly in metro cities, in proximity tourban outskirts they range from 60,000 sq ft to 7, 00,000 sq ft and above. They lend an idealshopping experience with an amalgamation of product, service and entertainment, all under acommon roof. Examples include Shoppers Stop, Pyramid, Pantaloon, Big Bazaar.

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

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

such example.

Department Stores:Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Furtherthey are classified into localized departments such as clothing, toys, home, groceries, etc.

Hyper marts/Supermarkets:Large self service outlets, catering to varied shopper needs are termed as Supermarkets. Theseare 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 into mini supermarketstypically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft 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 alimited range of high-turnover convenience products and are usually open for extended periodsduring the day, seven days a week. Prices are slightly higher due to the convenience premium.

MBOs:

Multi Brand outlets, also known as Category Killers, offer several brands across a single productcategory. These usually do well in busy market places and Metros.

E-trailers:Retailers providing online buying and selling of products and services.


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[II] Company Profile

Big Bazaaris a chain ofhypermarket in India. As of June 2, 2012 there are 214 stores across 90 cities

and towns in India covering around 16 million sq.ft. of retail space. 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.

Big Bazaar is part ofFuture Group, which also owns theCentral Hypermarket,Brand

Factory,Pantaloons,eZONE, HomeTown, futurebazaar.com, KB's Fair Price to name a few and is owned

through a wholly owned subsidiary of Pantaloon Retail India Limited, that is listed on Indian stock

exchanges.

History

Big Bazaar was launched in September, 2001 with the opening of its first four stores

inCalcutta,Indore,Bangalore andHyderabad in 22 days. Within a span of ten years, there are now 161

Big Bazaar stores in 90 cities and towns across India.

Big Bazaar was started byKishore Biyani, the Group CEO and Managing Director ofPantaloon Retail

India. Though Big Bazaar was launched purely as a fashion format including apparel, cosmetics,

accessory and general merchandise, over the years Big Bazaar has included a wide range of products and

service offerings under their retail chain. The current formats includes Big Bazaar, Food Bazaar,

Electronic Bazaar and Furniture Bazaar. The inspiration behind this entire retail format was

fromSaravana Stores,a local store inT. Nagar,Chennai
http://en.wikipedia.org/wiki/Hypermarkethttp://en.wikipedia.org/wiki/Future_Grouphttp://en.wikipedia.org/wiki/Central_(Hypermarket)http://en.wikipedia.org/wiki/Brand_Factoryhttp://en.wikipedia.org/wiki/Brand_Factoryhttp://en.wikipedia.org/wiki/Pantaloon_Retail_Indiahttp://en.wikipedia.org/wiki/Pantaloon_Retail_Indiahttp://en.wikipedia.org/wiki/Calcuttahttp://en.wikipedia.org/wiki/Indorehttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Kishore_Biyanihttp://en.wikipedia.org/wiki/Pantaloon_Retail_Indiahttp://en.wikipedia.org/wiki/Pantaloon_Retail_Indiahttp://en.wikipedia.org/wiki/Saravana_Storeshttp://en.wikipedia.org/wiki/T._Nagarhttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/T._Nagarhttp://en.wikipedia.org/wiki/Saravana_Storeshttp://en.wikipedia.org/wiki/Pantaloon_Retail_Indiahttp://en.wikipedia.org/wiki/Pantaloon_Retail_Indiahttp://en.wikipedia.org/wiki/Kishore_Biyanihttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Indorehttp://en.wikipedia.org/wiki/Calcuttahttp://en.wikipedia.org/wiki/Pantaloon_Retail_Indiahttp://en.wikipedia.org/wiki/Pantaloon_Retail_Indiahttp://en.wikipedia.org/wiki/Brand_Factoryhttp://en.wikipedia.org/wiki/Brand_Factoryhttp://en.wikipedia.org/wiki/Central_(Hypermarket)http://en.wikipedia.org/wiki/Future_Grouphttp://en.wikipedia.org/wiki/Hypermarket


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The stores are customized to provide the feel of mandis and melas while offering the modern retail

features like Quality, Choice and Convenience. As the modern Indian family's favorite retail store, Big

Bazaar is popularly known as the "IndianWal-Mart".

On successful completion of ten years in Indian retail industry, in 2011, Big Bazaar has come up a new

logo with a new tag line: Naye India Ka Bazaar, replacing the earlier one: 'Isse Sasta Aur Accha Kahin

Nahin'.

Lines of Business of the Above Store

E-tailing Food Fashion Home Solution General Merchandise Leisure and Entertainment Wellness and Beauty Books and Music Footwear Electronics Children Accessories Crockery.

Operations

Most 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.

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 (4,600 m2) of retail space. While the larger metropolises have Big Bazaar

Family centers measuring between 75,000 square feet (7,000 m2) and 160,000 square feet (15,000 m2),

Big Bazaar Express stores in smaller towns measure around 30,000 square feet (2,800 m2).

Big Bazaar has the facility to purchase products online through its official web page, and offers free

shipping on some of their products
http://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Walmart


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Time Line

2001

Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and Hyderabad.2002

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

Phoenix

2003

Big Bazaar enters Tier II cities with the launch of the store in Nagpur Big Bazaar welcomes its 10 million-th customer at its new store in Gurgaon.2004

Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar awarded thecountrys most admired retailer award in value retailing and food retailing segment at the India RetailForum

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

2005

Initiates the implementation of SAP and pilots a RFID project at its central warehouse in Tarapur Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers to

exchange household junk at Big Bazaar

Electronic Bazaar and Furniture Bazaar are launched

Big Bazaar andICICI Bank launched ICICI Bank-Big Bazaar Gold credit card program to reward itsloyal customers.

2006

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

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

The 50th Big Bazaar store is launched in Kanpur Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping portal Big Bazaar initiates the "Power of One" campaign to help raise funds for the Save The Children India

Fund

Pantaloon Retail wins the International Retailer of the Year at US-based National Retail Federationconvention in New York and Emerging Retailer of the Year award at the World Retail Congress held

in Barcelona.
http://en.wikipedia.org/wiki/ICICI_Bankhttp://en.wikipedia.org/wiki/ICICI_Bank


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2008

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

Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar Big Bazaar joins the league of Indias Business Super brands. It is voted among the top ten service

brands in the country in the latest Pitch-IMRB international survey

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

2009

Big Bazaar opens its second store inAssam atTinsukia Big Bazaar initiates Maha Annasantarpane program at its stores in South Indiaa unique initiative to

offer meals to visitors and support local social organizations

Big Bazaar captures almost one-third share in food and grocery products sold through modern retailin India

Mahendra Singh Dhoni andAsin,youth icons of India, were chosen as the brand ambassadors of BigBazaar

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

other accessories.

2010

Future Value Retail Limited is formed as a specialized subsidiary to spearhead the groups valueretail business through Big Bazaar, Food Bazaar and other formats.

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

Preferred Multi Brand One Stop Shop Big Bazaar connects over 30,000 small and medium Indian manufacturers and entrepreneurs with

around 200 million customers visiting its stores

Big Bazaar opens its third store inKanpur atZ Square Mall Big Bazaar opens its fourth store inKanpur atJajmau which is the largest leather tannery garrison of

Asia

Vidya Balan was chosen as the brand ambassador of Big Bazaar's Price Challenge exercise Ranked 6 among the Top 50 Service Brands in India.2011

Big Bazaar forays into the rural wholesale and distribution business through Aadhaar Wholesalestore at Kalol,Gujarat.

Big Bazaar has come up a new logo with a new tag line: Naye India Ka Bazaar. 200th store opened in India Future Group has launched its latest venture, Foodhalla premium food destination across 10 metros

in India

For the convenience of the online customers, Big Bazaar has started free shipping on all orders aboveRs. 1000
http://en.wikipedia.org/wiki/Assamhttp://en.wikipedia.org/wiki/Tinsukiahttp://en.wikipedia.org/wiki/Mahendra_Singh_Dhonihttp://en.wikipedia.org/wiki/Asinhttp://en.wikipedia.org/wiki/Hidesignhttp://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/w/index.php?title=Z_Square_Mall&action=edit&redlink=1http://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/wiki/Jajmauhttp://en.wikipedia.org/wiki/Vidya_Balanhttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Vidya_Balanhttp://en.wikipedia.org/wiki/Jajmauhttp://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/w/index.php?title=Z_Square_Mall&action=edit&redlink=1http://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/wiki/Hidesignhttp://en.wikipedia.org/wiki/Asinhttp://en.wikipedia.org/wiki/Mahendra_Singh_Dhonihttp://en.wikipedia.org/wiki/Tinsukiahttp://en.wikipedia.org/wiki/Assam


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Entered into an agreement withHindustan Unilever to co-develop and co-brand bakery products,which would be sold exclusively at Big Bazaar stores.

2012

Big Bazaar entered into a five year multi-million dollar deal withCognizant TechnologySolutions for IT infrastructure services that supportFuture Group's network of stores, warehouses,

offices, and data centers.

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

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

Mission & Values

Mission Values 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 deliveryformats, creating retail realty, making

consumption affordable for all customer

segmentsfor classes and for masses.

We shall infuse Indian brands with confidenceand renewed ambition.

We shall be efficient, cost- conscious andcommitted 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.

Indianness:Confidence in ourselves. Leadership:To be a leader, both in thought and

business.

Respect & Humility:To respect everyindividual 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:Tobuild long term relationships.

Simplicity & Positivity:Simplicity andpositivity in our thought, business and action.

Adaptability:To be flexible and adaptable, tomeet challenges.

Flow:To respect and understand the universallaws of nature.
http://en.wikipedia.org/wiki/Hindustan_Unileverhttp://en.wikipedia.org/wiki/Cognizant_Technology_Solutionshttp://en.wikipedia.org/wiki/Cognizant_Technology_Solutionshttp://en.wikipedia.org/wiki/Future_Grouphttp://en.wikipedia.org/wiki/Future_Grouphttp://en.wikipedia.org/wiki/Cognizant_Technology_Solutionshttp://en.wikipedia.org/wiki/Cognizant_Technology_Solutionshttp://en.wikipedia.org/wiki/Hindustan_Unilever


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[III] Review of Literature1.WHAT IS THE MEANING OF MARKETING?Marketingis "the activity, set of institutions, and processes for creating, communicating, delivering, and

exchanging offerings that have value for customers, clients, partners, and society at large."

Marketing is amanagementprocess or social process or an effective communication through

whichgoods and services move fromconcept to the customer and companies create value for customers

and build strong customer relationships in order to capture value from customers in return, and also

identifying, anticipating and satisfying customer requirements profitably.It includes thecoordination of

fourelements called the 4 P's ofmarketing:

(1) identification,selection anddevelopment of a product,

(2) determination of its price,

(3) selection of adistribution channel to reach thecustomer's place, and

(4) development and implementation of apromotional strategy.

For business to consumer marketing, it is "the process by which companies create value for customers

and build strong customer relationships, in order to capture value from customers in return". For business

to business marketing it is creating value, solutions, and relationships either short term or long term with

a company or brand. It generates the strategy that underlies sales techniques, business communication,

and business developments. It is an integrated process through which companies build strongcustomer

relationships and create value for their customers and for themselves.

Marketing is used to identify thecustomer, satisfy the customer, and keep the customer. With thecustomer as the focus of its activities,marketing management is one of the major components ofbusiness

management. Marketing evolved to meet the stasis in developing new markets caused by mature

markets andovercapacities in the last 2-3 centuries. The adoption of marketing strategies requires

businesses to shift their focus from production to the perceived needs and wants of their customers as the

means of staying profitable.

As a philosophy,marketing is based on thinking about thebusiness interms ofcustomer needs andtheirsatisfaction. Marketing differs fromsellingbecause (in thewords ofHarvard BusinessSchool's emeritus professor of marketing Theodore C. Levitt) "Sellingconcerns itself with the tricksandtechniques of getting people toexchange theircash for your product. It is not concerned with

thevalues that the exchange is all about. And it does not, as marketing invariably does, view theentirebusiness process as consisting of a tightly integrated effort to discover,create,arouse, and satisfycustomer needs."There is even more confusion about what constitutes "marketing." Marketing entails several functions

that include:

[*]Developing the products or services that customers want.

[*]Pricing the products or services correctly.
http://www.businessdictionary.com/definition/management.htmlhttp://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/goods-and-services.htmlhttp://www.businessdictionary.com/definition/concept.htmlhttp://www.businessdictionary.com/definition/coordination.htmlhttp://www.businessdictionary.com/definition/element.htmlhttp://www.businessdictionary.com/definition/marketer.htmlhttp://www.businessdictionary.com/definition/selection.htmlhttp://www.businessdictionary.com/definition/development.htmlhttp://www.businessdictionary.com/definition/distribution-channel.htmlhttp://www.investorguide.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/promotional-strategy.htmlhttp://www.businessdictionary.com/definition/promotional-strategy.htmlhttp://www.businessdictionary.com/definition/promotional-strategy.htmlhttp://en.wikipedia.org/wiki/Customer_relationship_managementhttp://en.wikipedia.org/wiki/Customer_relationship_managementhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Overcapacityhttp://www.businessdictionary.com/definition/marketer.htmlhttp://www.businessdictionary.com/definition/business.htmlhttp://www.businessdictionary.com/definition/term.htmlhttp://www.businessdictionary.com/definition/customer-needs.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/selling.htmlhttp://www.businessdictionary.com/definition/word.htmlhttp://www.businessdictionary.com/definition/Harvard-Business-School.htmlhttp://www.businessdictionary.com/definition/Harvard-Business-School.htmlhttp://www.businessdictionary.com/definition/concern.htmlhttp://www.businessdictionary.com/definition/technique.htmlhttp://www.businessdictionary.com/definition/exchange.htmlhttp://www.businessdictionary.com/definition/cash.htmlhttp://www.businessdictionary.com/definition/values.htmlhttp://www.businessdictionary.com/definition/business-process.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/create.htmlhttp://www.businessdictionary.com/definition/business-process.htmlhttp://www.businessdictionary.com/definition/values.htmlhttp://www.businessdictionary.com/definition/cash.htmlhttp://www.businessdictionary.com/definition/exchange.htmlhttp://www.businessdictionary.com/definition/technique.htmlhttp://www.businessdictionary.com/definition/concern.htmlhttp://www.businessdictionary.com/definition/Harvard-Business-School.htmlhttp://www.businessdictionary.com/definition/Harvard-Business-School.htmlhttp://www.businessdictionary.com/definition/word.htmlhttp://www.businessdictionary.com/definition/selling.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/customer-needs.htmlhttp://www.businessdictionary.com/definition/term.htmlhttp://www.businessdictionary.com/definition/business.htmlhttp://www.businessdictionary.com/definition/marketer.htmlhttp://en.wikipedia.org/wiki/Overcapacityhttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Customer_relationship_managementhttp://en.wikipedia.org/wiki/Customer_relationship_managementhttp://www.businessdictionary.com/definition/promotional-strategy.htmlhttp://www.investorguide.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/distribution-channel.htmlhttp://www.businessdictionary.com/definition/development.htmlhttp://www.businessdictionary.com/definition/selection.htmlhttp://www.businessdictionary.com/definition/marketer.htmlhttp://www.businessdictionary.com/definition/element.htmlhttp://www.businessdictionary.com/definition/coordination.htmlhttp://www.businessdictionary.com/definition/concept.htmlhttp://www.businessdictionary.com/definition/goods-and-services.htmlhttp://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/management.html


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[*]Making the products or services readily available to the customers.

[*]And finally: Promoting the product or service, which if done correctly, not only convinces customers

that the product or service is preferable to its competition, but that it is clearly the only choice. This is

the field of marketing "communications" and of all the marketing components, it is the one most likely to

be outsourced and the one most likely to be neglected if a company is making a profit.

2.IMPORTANCES OF MARKETING1. Marketing communications creates "top of mind" awareness

All you have to do is watch TV for a few hours (and actually watch the commercials) to get a sense of

how repetition of the same message starts to creep into your subconscious mind. After you've seen 5

commercials for those cute, new VW's, you suddenly find yourself daydreaming about going car

shopping. After all, that Suburban IS almost 8 years old, and of course you want a vehicle that's more

fuel efficient! I know this isn't a manufacturing or industrial scenario, but trust me - the same underlyingpsychological phenomenon occurs in the case of industrial marketing. An integrated marketing

communications plan that gets your messaging out to the right target audience, consistently and over

time, WILL eventually create the "top of mind" awareness for your product or service that turns a

prospect into a customer. Recognition and awareness for your company also make it much easier for

your sales staff to get someone on the phone or schedule an appointment. Companies like to do business

with companies they "know" and have positive perceptions of. Likewise, investors like to buy

recognized companies.

2. Preferred brands command a premium price - short and long-term

Go through a process of determining your company's unique value proposition, and then start

purposefully communicating that to the marketplace (promotion.) This is the only way you will create a

point of differentiation between you and your competitors. As your customers and the industries you sell

to begin to recognize your company (brand) as the preferred choice for a certain product or service, it

allows you to charge premium pricing. Not only does this boost sales in the "now," it creates a perception

in the minds of future investors that your business has more value than another one that claims to do the

same thing.

3. Happy customers not only send referrals, they create perceived value

Every sales person knows it, but businesses still hammer them to get out and develop "new" business: themost powerful form of lead generation comes in the form of an existing happy customer. Happy

customers talk to other potential customers, even in the industrial world. I talk to manufacturers every

day that tell me a good percentage of their new business comes through referrals from satisfied

customers. It takes more than the experiences with your company to make a satisfied customer - one who

is willing to be an evangelist, of sorts. It also takes a marketing strategy that positions your company (in

the minds of your target audience) as the market leader in overall customer satisfaction and intimacy. It's


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part of the image you build around your brand - it's the magic result of well executed brand development

and marketing communications. Word of mouth praise for your company not only attracts more

business, it attracts potential investors that want to own a company with this kind of status.

4. Planned marketing communications create a system that can be replicated

I have clients that have their marketing communications planning and implementation down to a science.

A meeting in the Fall determines the focus for the following year's marcomm initiatives. Budgets are

allocated; tactics agreed upon; responsibilities delegated; and contracts negotiated. The result is

continued momentum in building brand awareness and credibility, and a rather flawless execution. This

process is one that can be documented and taught like a system. In any manufacturing or industrial

service company, documented processes lend to the overall impression of the business' stability and

value. If a potential buyer can see how they too could operate the systems within your company, even

after you are long gone, you'll be creating a more marketable asset. If you need to, hire an expert: but

start creating and documenting a marketing communications system that you can teach others to run and

remove yourself from the lead generation game.

5. Repeat revenue streams ensure a profit now and later

This really falls more into the other marketing functions than that of communications, but a smart

marketing strategy not only focuses on a company's core market and value proposition, it also finds ways

to build multiple channels for recurring revenue. Smart marketers (and business owners) look for ways

to diversify their offerings and especially in areas where repeat sales require little to no effort on the part

of the sales team. With the Internet, this is more possible than ever before; particularly if you sell a

product that is not custom engineered, or a service that can be easily classified without a lot of

customization. Recurring revenue, generated from an effective marketing strategy, and teamed with a

stellar customer service approach is a combination that is very attractive to a potential new owner.

6. Nothing lasts forever: marketing has to be a long-term investment

Here in Houston, where I live, getting into the "good ole' boy network" was the way an industrial

business succeeded in the last half of the 20'th century. Today's upper management is not concerned with

who you know and what clubs you belong to. They want to know how you're going to help them meet

their objectives and solve their problems. Relationships developed over time will get you so far; but

what about the increase in career moves and job-hopping? What happens when the person you developed

a relationship with moves to another company and isn't in a position to specify what you sell? What

happens when the person you developed a relationship with retires and is replaced with someone much

younger? What happens when YOU are ready to retire? Will there be someone there who can step intoyour shoes and carry your company through that transition without losing customers?

The way to prevent a negative outcome in any of these scenarios is a consistent marketing

communications program. If you're keeping your company's name out there and building brand identity

and recognition, you have less of an educational process to deal with every time a new person is

introduced to your business. This also comes into play with young people just entering the work force.

The senior engineer at your top customer may love your product; the new hot shot engineer fresh out of


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college doesn't know anything about it - UNLESS they've already been exposed to it through Professors,

the Internet, trade publications, trade shows, etc. Consistent and persistent messaging, going to an

integrated mix of contact points with your customers and prospects, is an investment in your company's

long-term stability and value.

7. Employees who are "brand ambassadors" sell your company - to customers AND potential

buyers

Today, marketing is not just something you do "outside" of your company. If you truly want to create a

powerful image and value proposition for your business, the first group of people you have to convince

are your own employees. Internal brand integration is just as important as your external marketing

strategies. Every employee in your company should understand how their position contributes to the

promise your company makes to its customers and be motivated to carry it out. Understanding their

unique role in your company's brand promise is just the beginning; if you want brand ambassadors, you

need happy employees. An employee that feels appreciated and fairly compensated (and that doesn't

always equate to their salary) is much more likely to sing the praises of your company. I think it goes

without saying, this is good for business today as well as making an impression on a future investor.

Who wants to buy a company full of overworked, disgruntled employees?

Marketing IS a long term investment. You will not create a recognizable brand (name, image, reputation,

etc.) without it. You will not develop a stable, growing business without it. You will not beat the "lead

generation" game without it. You will not create "brand ambassadors" among your employees without

it. You will not create a company that has obvious value to a potential buyer without it. Marketing is

essential to the health and continuing prosperity of any business - including manufacturing and industrial

businesses. So what are you waiting for?

3.RETAIL MARKETINGThrough 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 brandinghence 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 thesales, promotions and in-store events. Moreover, since the media is flooded with advertisements, theability to create a more eye-catching or attention-grabbing ad directly influences sales. Stores thatadvertise--as opposed to those that dont--are kept at the top of their potential shoppers mind, which canproduce sales in the short and long term.


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In-Store Promotions

Stores use promotions to prompt impulse buying behavior. A shopper may not intend to buy aproduct, but if there is a promotion, there is an incentive for immediate action. For example, a shoppermay not need another dress shirt, but might still buy one if it is on sale. Additionally, promotions canprompt consumers to recall a product and thus instigate a purchase. Retailers also use promotionalperiods-- corresponding with national holidays or well-know sales times--to sell off the previous seasons

merchandise. Promotional periods spike sales, and are a way retailers can reduce the loss of unsoldinventory.

In-Store Atmosphere and Customer Relations

Store design and consumer relationship marketing (CRM) directly affected the way customerspurchase and retain goods. Things like the atmosphere, music, store layout, sales help, and post-purchasesupport 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 shoppingexperience, 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, customershave more choices when it comes to buying. There is competition within each category, and competitionbetween categories. For example, a local boutique selling dress shirts is competing with other localboutiques, and also with the mass-merchant who might be selling dress shirts at a cheaper price. It istherefore necessary for the boutique to create a brand position that a customer can identify with, to keepthem loyal.

Private Labeling

Solidifying a retail brands private label is the apex of the retail marketing evolution --and the mostrecent 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 thatbuild their brand to the point where they can sell merchandise at a premium price. Doing so is more costeffective: they can reduce the costs associated with buying other brand names, source cheaper goods fromprivate manufacturers and reap higher profits. As an added bonus, stores benefit from consumer loyaltyto their stores and their products.

Salespeople

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

4.What is Marketing Mix?The marketing mix is a business tool used inmarketingproducts. The marketing mix is often crucial

when determining a product or brand's unique selling point (the unique quality that differentiates a
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product from its competitors), and is often synonymous with the four Ps: price, product, promotion,

and place; in recent times, however, the four Ps have been expanded to the seven Ps.

5.Marketing Mix of Big BazaarProduct: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:

o DJ & Co Tasty Treato Clean Mateo

Senseio Care Mateo 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 lowestavailable price without coupon clipping, waiting for discount promotions, or comparison

shopping.

Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept ofpsychological 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-peakhours or days of shopping is also a pricing technique used in Indian retail, which is aggressively

used by Big Bazaar.

e.g. Wednesday Bazaar.

Bundling:It refers to selling combo-packs and offering discount to customers. The combo-packs addvalue to customer and lead to increased 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.
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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 thereal 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 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 per month.

Well-dressed staff improves the overall appearance of store. Use scenario planning as a tool for quick decision making multiple counters for payment, staff atstore 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


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the racks. There are multiple counters where bill can be generated for purchases made. Big Bazaar also

provides delivery of products over 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 putup 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.

Marketing Mix concept Image

6.WHAT IS CONSUMER SATISFACTION?Satisfaction is an overall psychological state that reflects the evaluation of a relationship between thecustomer/consumer and a company-environment-product-service. Satisfaction involves one of thefollowing three psychological elements: cognitive (thinking/evaluation), affective (emotional/feeling),and behavioral. "Satisfaction" itself can refer to a number of different facts of the relationship with acustomer. For example, it can refer to any or all of the following:

Satisfaction with the quality of a particular product or service

Satisfaction with an ongoing business relationship

Satisfaction with the price-performance ratio of a product or service

Satisfaction because a product/service met or exceeded the customer's expectations

The achievement of customer satisfaction leads to company loyalty and product repurchase. There aresome important implications of this definition:
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Because customer satisfaction is a subjective, non-quantitative state, measurement won't be exact andwill require sampling and statistical analysis.

Customer satisfaction measurement must be undertaken with an understanding of the gap betweencustomer expectations and attribute performance perceptions.

There should be some connection between customer satisfaction measurement and bottom-line results.

Customer satisfaction is influenced by perceived quality of product and service attributes, features andbenefits, and is moderated by customer expectations regarding the product or service. Each of theseconstructs that influence customer satisfaction need to be defined by the researcher.

7.EXPECTATIONS AND CONSUMERS SATISFACTION

Expectations are beliefs (likelihood or probability) that a product/service (containing certain attributes,

features or characteristics) will produce certain outcomes (benefits-values) given certain anticipated

levels of performance based on previous affective, cognitive, and behavioral experiences. Expectations

are often seen as related to satisfaction and can be measured as follows:

1. IMPORTANCE: Value of the product/service fulfilling the expectation.2. OVERALL AFFECTSATISFACTION EXPECTATIONS: Like / Dislike of the product/service.3. FULFILLMENT OF EXPECTATIONS: The expected level of performance vs. the desired

expectations. This is Predictive Fulfillment and is a respondent-specific index of the performance

level necessary to satisfy.

4. EXPECTED VALUE FROM USE: Satisfaction is often determined by the frequency of use. If aproduct/service is not used as often as expected, the result may not be as satisfying as anticipated. For
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example a motorcycle that sits in the garage, an unused year subscription to the local fitness

center/gym, or a little used season pass to a ski resort would produce more dissatisfaction with the

decision to purchase than with the actual product/service.

8.Objectives of a Consumers Satisfaction surveying programIn addition to a clear statement defining customer satisfaction, any successful surveying program must

have a clear set of objectives that, once met, will lead to improved performance. The most basicobjectives that should be met by any surveying program include the following:

Understanding the expectations and requirements of all your customers

Determining how well your company and its competitors are satisfying these expectations andrequirements

Developing service and/or product standards based on your findings

Examining trends over time in order to take action on a timely basis

Establishing priorities and standards to judge how well you've met these goals

Before an appropriate customer satisfaction surveying program can be designed, the following basicquestions must be clearly answered:

How will the information we gather be used?

How will this information allow us to take action inside the organization?

How should we use this information to keep our customers and find new ones?

Customer Satisfacti on Measurement Facts

A 5-percent increase in loyalty can increase profits

by 25%-85%.

A very satisfied customer is nearly six times more

likely to be loyal and to repurchase and/or

recommend your product than is a customer who is

just satisfied.

Only 4 percent of dissatisfied customers will

complain.

The average customer with a problem eventually

tells nine other people.

Satisfied customers tell five other people about

their good treatment.


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9. Why is Customer Satisfaction So Important?Effective marketing focuses on two activities: retaining existing customers and adding new customers.Customer satisfaction measures are critical to any product or service company because customersatisfaction is a strong predictor of customer retention, customer loyalty and product repurchase.

10. Innovations of Big-Bazaar to satisfied and attract customersWednesday Bazaar:

Big Bazaar introduced the Wednesday Bazaar concept and promoted it as Hafte Ka Sabse Sasta Din. It

was mainly to draw customers to the stores on Wednesdays, when least number of customers are

observed. According to the chain, the aim of the concept is "to give homemakers the power to save the

most and even the stores in the city don a fresh look to make customers feel that it is their day".

Sabse Sasta Din:

With a desire to achieve sales of Rs 26 Crore in a one single day, Big Bazaar introduced the concept of

"Sabse Sasta Din". The idea was to simply create a day in a year that truly belonged to Big Bazaar. This

was launched on January 26, 2006 and the result was exceptional that police had to come in to control the

mammoth crowd. The concept was such a huge hit that the offer was increased from one day to three

days in 2009 (24 to 26 Jan) and to five days in 2011 (22-26 Jan).

Maha Bachat:

Maha Bachat was started off in 2006 as a single day campaign with attractive promotional offers across

all Big Bazaar stores. Over the years it has grown into a 6 days biannual campaign. It has attractive offers

in all its value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar -

catering to the entire needs of a consumer.


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The Great Exchange Offer:

On February 12, 2009 Big Bazaar launched "The Great Exchange Offer", through with the customers can

exchange their old goods in for Big Bazaar coupons. Later, consumers can redeem these coupons for

brand new goods across the nation.

11. Loyalty Programs of Big Bazaars(A Step Towards CustomersSatisfaction)

Loyalty Programs:

1. Pay-back Card

At Future Group Big Bazaar, we believe in building long-lasting relationships with customers. We

encourage repeat customer visits through our unique offers and special sale days.

Future Group has taken the whole concept of customer loyalty to the next level by joining hands with

PAYBACK. PAYBACK is Indias largest and one of Europes most successful multi-partner loyalty

programs. With PAYBACK, customers can shop, save and get rewarded. This program enables

consumers to collect millions of points across online and offline partners with just a single card.

Customers can accumulate points across Future Group formats , thereby making shopping rewarding.

Our formats Big Bazaar, Food Bazaar, Pantaloons, Central, Home Town, eZone, Brand Factory and

Future Bazaar are a part of the PAYBACK Loyalty program.


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Some Basic Information About Payback and Payback Card:

1.What is PAYBACK ?

a. PAYBACK is a unique loyalty program that lets you earn points for the daily activities

you do, like refueling, traveling, shopping, eating out, watching movies, flying etc.

b. You can earn points by swiping your PAYBACK card at the time of payment with ourparticipating partners be it cash, cheque, credit or debit card.

c. Points earned can be redeemed against fabulous rewards from the PAYBACK rewards

catalogue or at PAYBACKs various in-store/retail store partners and online partners.

2. What are the benefits of PAYBACK?

a. PAYBACK is a multi partner rewards program where several merchants have come

together to reward the customers for their continued relationship.

b. It has a huge network of partners at national, regional and local levels.

c. Members can accumulate points at a faster rate irrespective of their payment modecash,

credit/debit card, or cheques across all the enrolled partners.

d. PAYBACK points earned by a member across the various partners in the network get

accumulated under the same membership account thus ensuring the member accumulates points at a

faster pace

e. Accumulated points can be redeemed against an extensive reward catalogue with a varietyof rewards to choose from. The points can also be used as a payment option at many PAYBACK

partners.

3. What are my eligibility criteria to become a member of PAYBACK?

The eligibility criteria to become a PAYBACK member are:

a. One should be above the age of 18years; and

b One should have a mailing address in India

4. What is a PAYBACK card?

a. A PAYBACK card is your membership card to the PAYBACK loyalty program

b. It uniquely identifies every member with his/her membership/card number


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c. It is not a payment instrument like credit or debit cards

d. It enables you to earn points from our various partners.

5. How can I get a PAYBACK Card / Membership?

You can get a free membership by enrolling into the PAYBACK program on our website. You

would get a unique 16 digit card number. A new card will be shipped to you within 14 working days.

You can also collect your PAYBACK card across the counter in any of the retail stores enrolled with

PAYBACK.

6. How long is my PAYBACK Card valid?

PAYBACK membership card is valid for lifetime. However if you have the old i-mint card, it is

valid for 10 years only. You can call us and request for a new PAYBACK card, which will be valid forlifetime.

7. How do I earn PAYBACK points?

Earning PAYBACK points is easy. After you get your PAYBACK card number:

a. Spot the PAYBACK logo at the transacting outlet or visit our online partners to earn

points by quoting the PAYBACK card number. Please visit our website to know more about our

participating partners

b. Please allow a maximum time period of 45 working days for points to get credited to your

PAYBACK membership account.

c. You can make use of our power of multiplicity benefit by making transaction with

different partners from a same source and yet earn points from all of them.

8. How do I login to my new PAYBACK account?

Log on to www.payback.in and enter your 16 digit PAYBACK Number / Username to view yourpoints balance and activate coupons. To update your profile or redeem PAYBACK points, please enter

your 4-digit PIN.

PIN is a 4 digit numeric value which needs to be typed in to access your PAYBACK account. For

all the existing PAYBACK account holders, PIN will be set to your Date of Birth (DDMMDate &

Month) as shown in the example below. You will have to change your default PIN/DDMM to a new PIN

on your first login.


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Example:

Registered DOB with PAYBACK6th May 1985

Default PIN0605

9. Why should I register my PAYBACK Card?

You should register your PAYBACK card to avail all the benefits of the program. Once

registered, you will be able to check your point balance and you will be able to redeem your PAYBACK

points for rewards from our website. To register please visit our website.

10. How can I redeem my PAYBACK points?

a. Identify the product from the rewards catalogue on our website and then you can either

redeem your PAYBACK points on our website or call our Contact Center and mention the item code of

the product.

b. Or, you can redeem your PAYBACK points to make payments at our PAYBACK retail

store partners who accept redemption at the store.

c. Or, you can redeem your PAYBACK points to make payment at our PAYBACK online

redemption enabled partners.

11. How do I register online?

a. Visit our website www.payback.in

b. Enter your 16-digit PAYBACK card number into the top right corner login box and click

Login.

c. You will be taken to the registration page. Complete the registration form with your

personal details to register and use your PAYBACK account.

12. What is the benefit of using the online account?

a. View and manage your PAYBACK points online

b. View and edit your personal details


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c. Access our rewards catalogue and place redemption orders online

d. Contact us directly via our Website

13. Who are our partners?

We are tied up with 4 national partnersBig Bazaar, ICICI Bank, HPCL and

www.makemytrip.com and many more partners in your city and online. To get more information, please

visit the Partners section on our website.

14. How can I keep a track of my PAYBACK points?

You can track and manage your PAYBACK points by registering on our website or by calling our

Contact Center or by sending SMS PBBAL < space > < last four digits of your PAYBACK card number

> to 9212146468 from your registered mobile number(National SMS charges apply).

16. What is the number of your Contact Center and what are their working hours?

PAYBACK Contact Center Number: 1860-258-5000

(Local call charges apply)

PAYBACK Contact Center is open from 10:00 AM to 9:00 PM.

17. What information is available on my PAYBACK card?

PAYBACK card will have the following information,

. 16 digit card number

. PAYBACK Contact Center Details

. Barcoding of the card information

In addition to the PAYBACK card, we also have partner branded cards. For more details please

visit our website.


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18. What kinds of products are available to redeem my PAYBACK points?

You can choose rewards from a wide variety of categories from the PAYBACK rewards catalog

Each reward requires a certain number of points available in your account to redeem.. You can choose

the reward corresponding to the available points in your account and place the redemption order.

19. What if in case I receive a wrong or damaged product?

This would not occur as we always commit ourselves in delivering the right product. If in case it

happens, you can call our Contact Center within 7 days from the receipt of the product and we would re-

ship the right product to your mailing address.

20. How can I cancel my PAYBACK membership/account?

A member may terminate his/her PAYBACK membership by calling the Contact Center and

requesting for termination. Post cancellation of membership the PAYBACK points already earned and to

be earned will continue to be purged and not refunded back to the member. Therefore, please ensure to

redeem your points before cancelling the membership.

21. How to reactivate my account?

Your account can be reactivated within 30 days from the date of cancellation by calling ourContact Center and placing a request for the same.

2. T24 Program

T24 will provide customers with a dual advantage all 24 hours of the dayShop More, Talk More and

Talk More, Shop More.

Shopping and talking on our mobile phones are among the two favorite activities for all of us in India.With T24, we have been able to develop a unique customer value proposition that combines theseinterests of the aspirational Indian. Customers will get shopping benefits for talking and talk-timebenefits each time they shop.We believe that with our partners, Tata Teleservices Limited, we have been able to develop adifferentiated offering in the crowded telecom space and also increase the loyalty we enjoy among themillions of customers who patronize our stores.T24 (Talk 24) tariff plans reflect the competitive per-second rates being offered for pre-paid customerson Tata Teleservices Limiteds GSM network. In addition, customers will be rewarded with free talk-time for every purchase at Future Group Stores starting at Rs.10 to a maximum of Rs.350. Plans willkeep evolving to offer ever-more attractive options to the customer.


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Additional Features

Improved & Easy Navigation in the stores. There is a display board in the store where youll find different products in different places so that

finding products is no more problem for you.

Shopping accessories(trolley/baskets/bags) are always available in the store to make yourshopping so comfortable.

There are first-aid desk in the store. Clean space for moving into the store. All sales persons are very helpful & ready to help you always. All cash counter (12-15) are always open. So you dont have to wait in front of the cash counter

for billing.

Moderate Environment in the store, like Music/Aroma, so that you can enjoy your shopping. Wheel Chair available in the store for Handicapped & Pregnant women. Tight Security system in the store. Emergency exit available. Fire protected store (fire prevention equipments are implemented in the stores). Drinking Water/Wash Room available for the consumers. There are places where you can seat and enjoy food in the food court. Varieties of foods are available in the food court.


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[IV] Research MethodologyA.Sources of Data for Marketing StrategiesThere are two types of data we have collected: 1. Primary Data & 2. Secondary Data.

Primary Data was collected from discussion with the Big Bazaars Corporate Managers andothers stuff of Kolkata Zonal Office, HomeTown, RajarHaat.

Secondary Data was collected from Internet.

B.Sources of Data for Consumers SatisfactionThere are two types of data we have collected: 1. Primary Data & 2. Secondary Data.

Primary Data was collected from the feedback of the customers/consumers of Big Bazaar withthe help of questionnaire.

Secondary Data was collected from Internet.

Research Objectives

1. Primary Objectives:

To identify performance of store operation. To understanding the buying behavior at Big Bazaar. To analyze how the merchandising mix influence consumer satisfaction level. To analyze how active Big Bazaars Marketing Strategies & hoe they attract customers. To understand how Big Bazaar convert Customers in Consumers.

2. Secondary Objectives:

To understand the quality of service maintained in the store. To determine the performance of sales persons in the store. To find out reasons of dis-satisfaction. To find out which means of communication plays a vital role to persuade customer.


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Scope and Uses

1. It will extend to the actual field study of these outlets in Kolkata.

2. It will give information to prospective customers.

3. It will give information about Big Bazaars Marketing Strategies, Marketing Mix/Retail Mix.

4. Help us gain independent knowledge about the consumer perception of the outlets identified.

5. The study can help the companies get additional research information.

6. It facilitates evaluation of brand name and customer satisfaction.Sampling for Consumers Satisfaction Analysis

Sample Size200 customers/consumers.

Sample UnitConsumers in the age group 18 to 50 years.

Questionnaire Sample for Consumers Satisfaction AnalysisDear Customer,

NAME:_______________________________ OCCUPATION:_____________________

CONTACT No.:________________________

AGE: 18-28 28-38 38-48 48-58 58-65

GENDER: Male Female

1. Do You Frequently Shop @ Big-Bazaar? (Options: Yes/No)2. How Frequently You Shop @ Big-Bazaar? (Options: every week/once in 2 week/once in 3

week/once in a month.)


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3. What comes to your mind when you think about Big-Bazaar? (Options: Discount/ProductVariety/Brand/Quality/Offers/Others)

4. Do you feel you find different product variety in Big-Bazaar.(Options: Yes/No)

5. Do you find the specific brand that you look in the Big-Bazaar? (Options: Yes/No)6. In which section you spend more time while shopping? (Options: Food-Bazaar/Apparels/Kitchen-

Section/Electronics-Section/Children & Toys Section/Sports Section/Others).

7. Are you satisfied with you product? (Options: Yes/No)8. Do you think this store has good parking facility? (Options: Yes/No)

9. How would you rate the following in our store ambience?a) MusicGood/ok/Badb) Temperature - Good/ok/Badc) Lighting - Good/ok/Badd) Cleanliness- Good/ok/Bad.

10.How did you find the following qualities of our store staff?a) Courteousness - Good/ok/Badb) Grooming - Good/ok/Badc) Efficiency & Knowledge - Good/ok/Bad

11.How would you rate the following in our Products?a) Range - Good/ok/Badb) Prices - Good/ok/Badc) Quality - Good/ok/Badd) Availability - Good/ok/Bad.

12.How would you rate the Navigation (Ease of moving around the store) in our store? (Options:Good/ok/Bad)

13.How would you rate the Product Display, Finding any Product & Signage in our store? (Options:Good/ok/Bad)


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14.How would you rate the following in our store?b) Cashier interaction - Good/ok/Badc) Cashier Speed - Good/ok/Badd) Check out counter - Good/ok/Bade) Customer Service Desk - Good/ok/Bad.f) Loyalty ProgramGood/ok/Bad.g) Sales Persons - Good/ok/Bad.

15.How was your overall experience? (Options: Good/ok/Bad)16.Would you visit Big-Bazaar again? (Options: Sure/Maybe/Never).


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[v] Data AnalysisA.Data Description for Marketing Strategies

Marketing Mix Analysis of Big Bazaar

Product

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

furniture,child care, toys, etc of various brands like 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 lowestavailable price without coupon clipping, waiting for discount promotions, or comparison shopping.

Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept of psychologicaldiscounting (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-peakhours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used 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 to increased 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


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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 thereal 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 Hafte ka sabse sasta din Wednesday bazaar. Public Holiday Sale. Exchange Offers Junk swap offer. Pay Back Card(Loyalty Program). Advertisement (print ad, TV ad, radio). Brand endorsement by M.S Dhoni and Asin. 6 Days Maha Bachat. Great Indian Kitchen Festival.

People

Well trained staff at stores to help people with their purchases Employ close to 10,000 people and employ around 500 more per month. 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


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the racks. There are multiple counters where bill can be generated for purchases made. Big Bazaar also

provides delivery of products over 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 putup 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.

Marketing Strategies Analysis of Big Bazaar

3-C Theory

According toKishore Biyani's 3-C theory, Change and Confidence among the entire population is

leading to rise in Consumption, through better employment and income which in turn is creating value to

the agricultural products across the country.[4]Big Bazaar has divided India into three segments:

1. India one: Consuming class which includes upper middle and lower middle class (14% of India'spopulation).

2. India two: Serving class which includes people like drivers, household helps, office peons,liftmen, washer men, etc. (55% of India's population) and

3. India three: Struggling class (remaining 31% of India's population).While Big Bazaar is targeted at the population across India one and India two segments, Aadhaar

Wholesale is aimed at reaching the population in India three segment. With this, Group emerged as a

retail destination for consumers across all classes in the Indian society.

TARGET AUDIENCE

* Big Bazaar targets higher and upper middle class & middle class customers.* The large and growing young working population is a preferred customer segment.* Targets specifically working women and home makers who are the primary decision makers.

BIG BAZAAR-USP

* Low price as compared to other places.* Schemes like Buy 1 gets 1 free, 20% discount etc.* 1 Billion Population.* Availability of Liquid Cash/Disposable Income among Young Generation.* Affordable man power.* Craze, Passion among Mr. Customer (Consumer).
http://en.wikipedia.org/wiki/Kishore_Biyanihttp://en.wikipedia.org/wiki/Big_Bazaar#cite_note-4http://en.wikipedia.org/wiki/Big_Bazaar#cite_note-4http://en.wikipedia.org/wiki/Big_Bazaar#cite_note-4http://en.wikipedia.org/wiki/Big_Bazaar#cite_note-4http://en.wikipedia.org/wiki/Kishore_Biyani


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* Different products under one roof.

SPECIAL STRATEGIES

* To minimize Retailing cost.* Operating: Fewer staff on the floor-one person for every 500 sq ft.

* Minimize the Furniture cost.* Saving Shelf Space.* Way to deal unsold stock off.* Todays Price: Everyday a chosen product is being sold at lower than usual price.

Integrated Marketing Communication (IMC)

Integrated marketing communications (IMC) is an approach to brand communications where the different

modes work together to create a seamless experience for the customer and are presented with a similar

tone and style that reinforces the brands core message. Its goal is to make all aspects of marketing

communication such as advertising, sales promotion, public relations direct marketing, onlinecommunications and social media work together as a unified force, rather than permitting each to work in

isolation, which maximizes their cost effectiveness.

IMC is becoming more significant in marketing practice because of the reduced cost effectiveness of

mass media and media fragmentation. As consumers spend more time online and on mobile devices all

exposures of the brand need to tie together so they are more likely to be remembered.

Increasingly the strategies of brands cannot be understood by looking solely at their advertising. Instead

they can be understood by seeing how all aspects of their communications ecosystem work together and

in particular how communications are personalized for each customer and react in real time, as in a

conversation. Brand strategies and their tactics can be viewed on the Integrated Brands site.

IMC Components of Big Bazaar

The Foundation - is based on a strategic understanding of the product and market. This includeschanges in technology, buyer attitudes and behavior and anticipated moves by competitors.

The Corporate Culture - increasingly brands are seen as indivisible from the vision, capabilities,personality and culture of the corporation.

The Brand Focus - is the logo, corporate identity, tagline, style and core message of the brand. Consumer Experience - includes the design of the product and its packaging, the product

experience (for instance in a retail store) and service.

Communications Tools - includes all modes of advertising, direct marketing and onlinecommunications including social media.


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Promotional Tools - trade promotions; consumer promotions; personal selling, databasemarketing, and customer relations management; public relations and sponsorship programs.

Integration Tools - software that enables the tracking of customer behavior and campaigneffectiveness. This includes customer relationship management (CRM) software, web analytics,

marketing automation and inbound marketing software.

Importance of IMC for Big Bazaar

Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy

for marketers:

1. From media advertising to multiple forms of communication.2. From mass media to more specialized (niche) media, which are centered on specific target

audiences.

3. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market.4. From general-focus advertising and marketing to data-based marketing.5. From low agency accountability to greater agency accountability, particularly in advertising.6. From traditional compensation to performance-based compensation (increased sales or benefits to

the company).

7. From limited Internet access to 24/7 Internet availability and access to goods and services. It can create competitive advantage, boost sales and profits, while saving money, time and stress. IMC wraps communications around customers and helps them move through the various stages of

the buying process. The organization simultaneously consolidates its image, develops a dialogue

and nurtures its relationship with customers. This 'Relationship Marketing' cements a bond of loyalty with customers which can protect them

from the inevitable onslaught of competition. The ability to

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