S. No. Contents Page No.

Chapter-1 Introduction

Need for the Study

Scope for the study

Objectives of Study

Methodology

Limitations

Chapter -2 Theoretical Frame Work

Introduction

Chapter -3 Company Profile

Chapter - 4 Data Analysis & Interpretation

Chapter -5 Findings &Conclusions

Chapter -6 Suggestions

Appendix Questionnaire

Appendix Bibliography and References

1

Chapter-1

2

Introduction

Indian retail industry is going through a transition phase. Most of the retailing in our

country is still in the unorganized sector. The spread out of the retails in US and India

shows a wide gap between the two countries. Though retailing in India is undergoing an

exponential growth, the road ahead is full of challenges.

What is retailing?

The word "Retail" originates from a French-Italian word. Retailer-someone who cuts off

or sheds a small piece from something. Retailing is the set of activities that markets

products or services to final consumers for their own personal or household use. It does

this by organizing their availability on a relatively large scale and supplying them to

customers on a relatively small scale. Retailer is a Person or Agent or Agency or

Company or Organization who is instrumental in reaching the Goods or Merchandise or

Services to the End User or Ultimate Consumer.

3

Traditional Retail Scene in India

India is the country having the most unorganized retail market. Traditionally the retail

business is run by Mom & Pop having Shop in the front & house at the back. More than

99% retailers function in less than 500Sq.Ft of area. All the merchandise was purchased

as per the test & vim and fancies of the proprietor also the pricing was done on ad hock

basis or by seeing at the face of customer. Generally the accounts of trading & home are

not maintained separately. Profits were accumulated in slow moving & non-moving

stocks which were to become redundant or consumed in-house. Thus profits were

vanished without their knowledge. The Manufactures were to distribute goods through C

& F agents to Distributors & Wholesalers. Retailers happen to source the merchandise

from Wholesalers & reach to end-users.  The merchandise price used to get inflated to a

great extent till it reaches from Manufacturer to End-user. Selling prices were largely not

controlled by Manufacturers. Branding was not an issue for majority of customers. More

than 99% customers are price sensitive & not quality or Brand Sensitive at the same time

they are Brand conscious also. Weekly Bazaar in many small tows was held & almost all

the commodities were on the scene including livestock. Bargaining was the unwritten law

of market. Educational qualification level of these retailers was always low. Hence

market was controlled by handful of distributors &/or Wholesalers. Virtually there was

only one format of retailing & that was mass retail. Retailer to consumer ratio was very

low, for all the categories without exception. Varity in terms of quality, Styles were on

regional basis, community based & truly very low range was available at any given single

place.  Almost all the purchases / (buying) by mass population was need oriented & next

turn may be on festivals, Marriages, Birthdays & some specific occasions.

Impulsive buying or consumption is restricted to food or vegetables etc. Having extra pair

of trousers or Shirts or Casuals & Formals & leisure wear & sports wear & different pair

of shoes for occasions is till date is a luxury for majority population except for those

living in Metros. Purchasing power of Indian urban consumer is very low and that of

Branded merchandise in categories like Apparel

4

SALES PROMOTION

Sales Promotion is a challenging task in today's market scenario as many

organizations are coming out with different promotions. It is important to focus

benefits provided by the promotional offers.

Sales Promotion is a challenging task in today's market scenario as many

organizations are coming out with different promotions. It is important to focus

benefits provided by the promotional offers.

Definitions

PRODUCT PRICE PROMOTION PLACE

ADVERTISING PERSONAL SELLING

SALES PROMOTION

PUBLICITY DIRECTMARKETING

5

MARKETING MIX

In 1930, Prof.NelH.Borden of Harvard B School used the term

Marketing Mix.

Proff. Jeron Mc Carth first popularized the idea of marketing mix

variables in terms of 4P’s.

“SP includes those sales activities that supplement both personal

selling and advertising and coordinating them and help to make them

effective, such as displays, shows and expositons,demonstartion and

other non-recurrent selling efforts not in ordinary routine”—AMA

“SP is an action-focused marketing event whose purpose is to have a

direct impact on the behavior of the firm’s customer” –Institute of

SP ,U.K

“SP generally aim to change purchase behaviour,they vary in whether

they attempt to persuade consumer to buy a product for the first time, to

buy more or to buy more often”—Philip Kotler.

Sales promotion is one of the four aspects of promotional mix (The

other three parts of the promotional mix are advertising, personal

selling, and publicity/public relations.) Media and non-media marketing

communication are employed for a pre-determined, limited time to

increase consumer demand, stimulate market demand or improve

product availability.

Need for Study:

Sales Promotion is a challenging task in today’s market scenario as many

organizations are coming out with different promotions. The factors considered

are based on certain demographic variables such as income, age, occupation etc.

6

It is important to focus benefits provided by the promotional offers.This study

can effect organization Performance and enable the customers to deal with

various promotional offers.

Scope of study:

The study focuses on sales promotional strategies which are observed in

BIGBAZAR. The study is confined to sales promotional strategies in men’s

apparel .

Objectives Of the Project Work

To study the effectiveness of media on sales promotion in Big Bazaar

To analyze the impact of Sales Promotion strategies of mens apparel in

Big Bazaar.

To assess the consumer perception about Sales Promotional scheme.

Methodology

To achieve the said objectives a comprehensive study has been made on crucial areas of

Customer satisfaction. A detailed Questionnaire has been developed and employed on the

selected

Research Methodology: Survey Method

Research Instrument: Questionnaire

Contact Method: Personal Interview

7

DATA COLLECTIONS

The data collection is of two types. They are:

1. Primary data

2. Secondary data

Primary data:-

The Primary data collection is done through a structured questionnaire, which contains

open and closed questionnaire.

Secondary data:-

Secondary sources are the other important sources through which the data were collected.

Includes internet, websites, journals, articles, and the reports maintained by BIGBAZAR.

Sample size:

By using convenient random sampling technique 100 customers are selected for

the purpose of the study. Direct questionnaire is used to survey the customers

8

Sample size— 100

Data Collection

Primary data – Through Questioner

Secondary Data—from the reports of Big Bazaar

Limitations

Due to constraint of time only city of Hyderabad is selected and so it cannot claim

to be a comprehensive study of population.

The sample size is restricted to 100 respondents.

The data is obtained through a structured questionnaire and it has its own

limitations in its analysis and interpretation.

9

Some respondents did not provide the requisite information pertaining to the

questionnaire

Chapter -2

10

TYPES OF SALES PROMOTION (In General)

Price deal: A temporary reduction in the price, such as happy hour

Loyal Reward Program: Consumers collect points, miles, or credits for

purchases and redeem them for rewards. Two famous examples are Pepsi Stuff

and Advantage.

Cents-off deal : Offers a brand at a lower price. Price reduction may be a

percentage marked on the package.

Price-pack deal: The packaging offers a consumer a certain percentage more of

the product for the same price (for example, 25 percent extra).

Coupons: Coupons have become a standard mechanism for sales promotions.

Loss leader: the price of a popular product is temporarily reduced in order to

stimulate other profitable sales

11

Free-standing insert (FSI): A coupon booklet is inserted into the local

newspaper for delivery.

On-shelf couponing : Coupons are present at the shelf where the product is

available.

Checkout dispensers: On checkout the customer is given a coupon based on

products purchased.

On-line couponing : Coupons are available on line. Consumers print them out

and take them to the store.

Rebates : Consumers are offered money back if the receipt and barcode are

mailed to the producer.

Objectives of Sales Promotion

Sales promotion is a tool used to achieve most of the five major promotional

objectives discussed in the 

Building Product Awareness

Several sales promotion techniques are highly effective in exposing customers

to products for the first time and can serve as key promotional components in

the early stages of new product introduction.  Additionally, as part of the effort

to build product awareness, several sales promotion techniques possess the

added advantage of capturing customer information at the time of exposure to

the promotion.  In this way sales promotion can act as an effective customer

information gathering tool (i.e., sales lead generation), which can then be used

as part of follow-up marketing efforts.

12

Creating Interest

Marketers find that sales promotions are very effective in creating interest in a

product.  In fact, creating interest is often considered the most important use of

sales promotion.  In the retail industry an appealing sales promotions can

significantly increase customer traffic to retail outlets.  Internet marketers can

use similar approaches to bolster the number of website visitors.  Another

important way to create interest is to move customers to experience a product. 

Several sales promotion techniques offer the opportunity for customers to try

products for free or at low cost.

Providing Information

Generally sales promotion techniques are designed to move customers to some

action and are rarely simply informational in nature.  However, some sales

promotions do offer customers access to product information.  For instance, a

promotion may allow customers to try a fee-based online service for free for

several days.  This free access may include receiving product information via

email.

Stimulating Demand

Next to building initial product awareness, the most important use of sales

promotion is to build demand by convincing customers to make a purchase. 

Special promotions, especially those that lower the cost of ownership to the

customer (e.g., price reduction), can be employed to stimulate sales.

Reinforcing the Brand

Once customers have made a purchase sales promotion can be used to both

encourage additional purchasing and also as a reward for purchase loyalty (see

loyalty programs below).  Many companies, including airlines and retail stores,

13

reward good or “preferred” customers with special promotions, such as email

“special deals” and surprise price reductions at the cash register.

Importance of Sales Promotion

Communication strategies designed to act a direct inducement, an added

value, or incentive for the product to customer

Advertising and publicity may create the desire but its conversion into

sales can be achieved only by sales promotion through its short-term

incentives.

Sales Promotion helps to shape the buying patterns, attract new

customers, or increase sales.

14

CHAPTER – 3

15

Company Profile

Big Bazaar, which has about 150 outlets across the country, is also promoting

small retailers by partly having the shop-in-shop concept. The selected retailers

put up their counters and sell through the outlet. The small retailers also lower

their prices as they gain through bulk sales.

Life at Big Bazaar is pretty self-sufficient. If you were trapped in there for a

week, you could live a good life. But to appreciate the nuances of home

economics, one should try comparing prices. The clothes especially deserve an

independent feature of their own.

Profile of Future Group:

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s leading business houses with multiple businesses spanning across the consumption space. While retail forms the core business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, retail media and logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million square feet of retail space in 71 cities and towns and 65 rural locations across India. Headquartered in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people and is listed on the Indian stock exchanges. The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look, touch and feel of Indian bazaars with the choice and convenience of modern retail.

16

In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of a hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and Bangalore.

The group’s specialty retail formats include, books and music chain, Depot, sportswear retailer, Planet Sports, electronics retailer, eZone, home improvement chain, Home Town and rural retail chain, Aadhaar, among others. It also operates popular shopping portal, futurebazaar.com

Future Capital Holdings, the group’s financial arm provides investment advisory to assets worth over $1 billion that are being invested in consumer brands and companies, real estate, hotels and logistics. It also operates a consumer finance arm with branches in 150 locations.

Other group companies include, Future General, the group’s insurance venture in partnership with Italy’s General Group, Future Brands, a brand development and IPR company, Future Logistics, providing logistics and distribution solutions to group companies and business partners and Future Media, a retail media initiative.

The group’s presence in Leisure & Entertainment segment is led through, Mumbai-based listed company Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar and Bowling Co. and family entertainment centers, F123. Through its partner company, Blue Foods the group operates around 100 restaurants and food courts through brands like Bombay Blues, Spaghetti Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato.

The group’s flagship company, Pantaloon Retail was awarded the International Retailer of the Year 2007, by the US-based National Retail Federation, the largest retail trade association and the Emerging Market Retailer of the Year 2007 at the World Retail Congress in Barcelona.

Future Group believes in developing strong insights on Indian consumers and building businesses based on Indian ideas, as espoused in the group’s core value of ‘Indianness.’ The group’s corporate credo is, ‘Rewrite rules, Retain values.’

Group Vision

Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner.

17

Group Mission

We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development.

We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition.

Parent Company

Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 12 million square feet of retail space, has over 1000 stores across 71 cities in India and employs over 30,000 people. The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara. The company also operates an online portal: futurebazaar.com .A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home solutions store, Collection i, selling home furniture products and eZone focused on catering to the consumer electronics segment.

Big Bazaar:

With 105 stores across country, big bazaar operates very large retail space and provides employment to 8% people in organized retail in India. It provides a unique experience of shopping under one roof with lines of business in

Fashion

Food

Books and Music

Home and Electronics

18

General Merchandise

Leisure and Entertainment

Wellness and Beauty

Telecom and IT

Big Bazaar is not just another hypermarket. It caters to every need of a family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. At Big Bazaar, one can get the best products at the best prices – that is what they guarantee and they speak in their punch line “ISSE SE SASTA AUR ACHHA KAHI NAHI”

Services

Particularly designed for the regular middle-class family that requires clothing

that lasts and doesn't burn holes into the pockets of existing clothing, this store

offers good bargains. What you won't get here is designs your friends will drool

over. Checks and stripes are like the far-end of the creative exercise here, and

the best bet for the fashion conscious would be the plain colors on display.

The rest of the stuff is not really very interesting as the prices are just a shade

below the MRP. Groceries, home appliances, plastic goods, luggage, stationery,

cosmetics... you name it, this place has it. A chain of shopping malls in India A

chain of shopping malls in India currently with 31 outlet owned by currently

with 31 outlet owned by Kishore Biyani’s Pantaloon Group. Kishore Biyani’s

Pantaloon Group. Big bazaar is not just another Big bazaar is not just another

hypermarket. Hypermarket provides the best products at the best Provides the

best products at the best price. Reflect the look and feel of Indian Reflect the

look and feel of Indian bazaars at their modern outlets .bazaars at their modern

outlets. All over India, Big Bazaar attracts a few All over India; Big Bazaar

attracts a few thousand customers on any regular day.

19

Big Bazaar is not just another hypermarket. It caters to every need of a family.

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

the Indian customers. At Big Bazaar, one can get the best products at the best

prices – that is what they guarantee. With the ever increasing array of private

labels, it has opened the doors into the world of fashion and general merchandise

.

CHAPTER-4

20

Data Analysis & Interpretation

Data is collected from two sources one is through questionnaire and other is

through sales report of Big Bazaar.

The questionnaire is basically designed to gather the information according to

the objective framed .It is mainly focused on three issues or headings

1)Geographic Segmentation.

2)Demographic Segmentation

3)Communication Mix.

21

1. Geographic Segmentation

North East West South

33% 21% 18% 28%

Data Interpretation

The communication which was done around the Abids area varied From the above table

region wise customer’s foot fall can be interpreted and know which part the foot fall is

more into the store This is put to know which area is much communicated and which part

is needed to communicate. . As per the survey it can be interpreted that 33% footfall of

customers are from north 18% of customers from west 21% of customers from east 28%

from south

22

2. Demographic Segmentation

AGE

S.no Age Respondents Percentage

1 16-25 12 12%

2 26-35 24 24%

3 36-45 26 26%

4 46-55 22 22%

5 > 55 16 16%

23

Data Interpretation

From the above table it can be interpreted that 12% of customers falls in the age group

16-25. 24% of customers fall in the age group 26-35. 26% of customers fall in the age

group 36-45. 22% of customers fall in the age group 46-55. 16% of customers falls in the

age group >55. The age groups laid before the respondent have been the result of

observation and interview. By analyzing the responses to this question, we can identify

the demographics of the population that visit Big Bazaar. The highest number of

respondents falls in the age group 26-35 . It can be Analysed that most of the consumers

who visit retail outlets regularly are the youth. They make up almost half of the

population who shop at Big Bazaar.

Gender

1) Gender:

MALE Female

62 38

24

Data Interpretation

From the given data it has been interpreted that most of the respondents were male with

62%and the number of female respondents were 38% which was less compared to the

male respondents. Since more men can be inferred to visit retail store than women,

companies can target their offerings and marketing strategies in two areas. Retail outlets

can appeal to the men customers by offering more products geared especially towards

men.

25

Customers frequency of visiting the store

How frequently you visit the store

Male Female

Daily 0 0

Weekly 1 1

Monthly 2 2

Occasionally 19 6

@ time of SP 40 29

TOTAL 62 38

Data Interpretation

From the given data it has been interpreted that 31% of the men & 19% of

women customers visit the store during the time of sales promotion. 2% of Men

&1% of women visit the store weekly 12% of Men &5% of women visit the

store monthly, 21% of Men &12% of women visit the store occasionally more

often than women

26

Graphical Form

27

Type of MEDIA

Through which of the following media you have been communicated with the Sales

Promotion Offers

S.No Type of Media Responded Percentage

1 Print Media 46 46%

2 Television 28 28%

3 Broadcast 14 14%

4 WOM 12 12%

TOTAL 100 100%

Data Interpretation

From the above table 46% of the customers have been communicated by the print media

i.e., through newspaper and 28% is the role of television stands next in the ranking in

communicating to the customers.14% through broadcast,12% through WOM .Thus from

the given data it can be Analyzed that print media is the most effective communication

channel from all the available options. By analyzing the responses to this question, one

can identify the effectiveness of communication through the media identified.

28

Graphical Form

29

Most preferred print media

9) Which print media you have been communicated with?

S.no Language Respondents Percentage

1 Telugu 48 48%

2 Hindi 7 7%

3 Urdu 4 4%

4 English 41 41%

Data Interpretation

This questions put to the customers to know what is the most preferred print media that

customers get aware of the offers and other promotional activities. This question made an

attempt to know which print media can be effective form in order to make customer

aware of the sales promotion offers. Collected data gives information that most of the

customers who have visited the store has gone through Telugu NEWS daily and then

comes the English news daily.

30

Which of the following TV channel you have seen about BB SP activities

S.No TV channel Responded %ge

1 English 0 0%

2 Hindi 33 33%

3 Telugu 84 84%

4 Urdu 3 3%

Data Interpretation

Most the customers recived the communication from the telugu channel.It can be so

because most the population here are telugu speaking people and they prefer to watch the

Telugu language T.V chanel rather than other .

31

Graphical Form

32

Consumer Perception

11) If I say SP in BB which of the following strikes to your mind first

S.NO Types of SP Percentage of respondents

1 Offers 72

2 Discounts 21

3 Coupons 4

5 Free Gifts 3

Data Interpretation

From the given dat it can be said that most the consumers perceive the salesPromotion is

all of offers .72% responded that they mean salespromotion is all of offers than any other

schemes.This is because of series if sales promotion that has been practiced by Bigbazaar

33

.

Graphical form

12) Would you believe in QUALITY of product seen maintained @ SP

Yes – 83%

No- 17%

Data interpretation

The above data says that consumer perceive that quality is maintained even at the time of

salespromotioon activites.Most of the customers shoed positive response to the posed

34

question. This clears says that customer willnot doubt on quality of the product during the

Sales promotion activity

Graphical form

35

Effectiveness of Sales Promotion

6) Do you visit BB only @ SP

No. of Respondents Percentage%

YES 40 58%

No 29 42%

Data Interpretation

Tabular form shows that sales promotion can be very much effective to increase the foot

falls into the store.58% showed positive response to the question that they say that they

do visit store during the sales promotion. This shows the effectivesness of sales

promotion.

Graphical form

36

Would you like to change your brand @ SP

Yes – 89%

No-11%

Data Interpretation:

Most of the responded have given positive response to the question this makes to

interpret that the customers is rady to try and accept the new brand that is shown in the

sales promotion activity,

Graphical Form

37

Conclusion &

Findings38

CONCLUSION

The highest number of respondents falls in the age group 20-30. It can

be deduced that most of the consumers who visit retail outlets regularly

are the youth. The rest of the population who visit the retail outlets

under study can be listed in the following descending order of

distribution.

The highest number of respondents were male, as is depicted by the

graph and chart presented .The number of male respondents was more

compared to the female respondents.

39

2.Quality: Providing quality at low prices and having different types of

products for different income customers is another advantage.

3. Price : As noted the prices and offers in Big Bazaar have been one of the

main attractions and reasons for its popularity. The price ranges and the

products offered are very satisfying to the customers at the time of Sales

Promotion activity.

4. Location: The location of Big Bazaar has been mainly in the heart of

the city or in the out skirts giving a chance to both the City and the people

living outside the city to shop.

5. Advertisements: Big bazaar has endorsed very popular figure like M S

Dhoni (@Fashion) and other famous personalities which has attracted a lot

of customers. This has resulted in increase of sale and the outdoor

advertising techniques have also helped Big Bazaar.

6. Middle class appeal: Considering the fact that there are a lot middle

class families in India, Big bazaar has had a huge impact on the middle

Class section of India, the prices, quality and sales strategy has helped in

getting the middle income groups getting attracted towards Big Bazaar.

7. Attractive sales: Big bazaar has been known for its great sale and great

offers. Big bazaar has had long lines of people waiting to get into the store

for the sale. Therefore, Big Bazaar had increased sales in a huge way

due to the sales promotion.

40

FINDINGS

41

Sugestions

As per the study the customer communication in labeling the offer and

details are to be focused more.

Study also states that the time taken at the billing systems counters

should be more in number, and convenient according to the customer.

It is found in the study that sales person training sessions are to be

increased for effective communication.

42

Questionnaire

NAME:AGE: LOCALITY:

1) How frequently you visit the store

a) Daily b) Weekly c) Monthly d) Occasionally e) @ SP

2) Through which media you have been communicated about the sales promotion offers in BB?

a) Print Media b) T.V c) BoradCast d) WOM

3) Which of the following NEWS daily you prefer the most.

a) Telugu b) Hindi c) Urdu d) English

4) Include question on Price?5) Is Big Bazaar Feasible to Middle Class?

43

4) Which of the following TV channel have you been communicated by the BB store.]

a) English b) Telugu c) Urdu d) English

5) If I say SP@BB which of the following strikes your mind first?

a) Offers b) Discounts c) Coupons d) Free Gifts

6) Would you believe in QUALITY of product seen maintained @ SP

a) Yes b) No

7) Do you visit BB only when SP schemes are offered?

a) Yes b) No

8) Would you like to change from your regular BRAND for the sake of SP?

a) Yes b) No

9) Are you satisfied with SP strategies of Big Bazaar?

a) Yes b) No

44

Bibliography and References

Company Web Sites

Journal

Marketing Management by Philip Kotler

Wikipedia

NEWS DAILY

45