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A project report on effectiveness of promotional offers at big bazaar
 

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A project report on effectiveness of promotional offers at big bazaar

A project report on effectiveness of promotional offers at big bazaar

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    A project report on effectiveness of promotional offers at big bazaar A project report on effectiveness of promotional offers at big bazaar Document Transcript

    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.QuestionnaireDear Respondents, I B S PATIL student of MBA IV semester ,BEC DOMS BAGALKOThave undertaken a project titled “Effectiveness of Promotional offers” at Big Bazaar,belgaum. Hence I request your kind co-operation by sparing your precious time inanswering the following questions and providing information.(Please mark)1) Are you aware of promotional offers at Big Bazaar? (If No, please go to question No. 3)Yes  No 2) If yes, what was the mode of communication?TV  News Paper  Hoardings 3) Did you notice/ hear about the promotional offers today?Yes  No 4) How frequently you visit Big BazaarOccasionally  Once in a month  Once in a week Daily  As and when required 5) The Promotional offers at Big Bazaar are attractive and induce me to make a purchase?Strongly Agree  Agree  Neither Agree/ Nor Dis-agree  Dis-agree  Strongly Dis-agree 6) For which range of products/brands you expect promotional offers? (Please Rank from scale 1being highto 4 being lowest)Clothing  Groceries  Electronic items  Furniture 7) Have you availed any offers during your recent visits? (If No, please go to question No. 9)Yes  No 8) What did you opt for?BABASAB PATIL PROJECT REPORT OF MARKETING Page 1
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Discount offer  Free offer 9) Do you communicate offers at Big Bazaar to your friends/relatives?Yes  No 10) Where do you find the following better (please mark) At Big Bazaar At other Retail shopsPriceQualityProduct rangePromotional OffersAmbience11) Do offers make you feel like visiting Big Bazaar again?Yes  No  THANK YOUBABASAB PATIL PROJECT REPORT OF MARKETING Page 2
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. EXECUTIVE SUMMARYRetailing in India is witnessing a huge revamping. India is rated the fifth most attractiveemerging retail market, estimated to be US$ 200 billions, of which organized retailing(i.e. modern trade) makes up 3 percent or US$ 6.4 billions.BABASAB PATIL PROJECT REPORT OF MARKETING Page 3
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Retail is one of booming sectors in India. Retail contributes around 10% of India’s GDPand 8% of employment. Revolution has taken palace in India with introduction ofsprawling shopping centers, multiplex- malls and huge complexes offer shopping,entertainment and food all under one roof. Retail players have already tapped Tier-I citiesand are entering into Tier-II cities in India. The growth of retail sector in India is due tofollowing reasons: o Low share of organized retailing o Falling real estate prices o Increase in disposable income and customer aspiration o Increase in expenditure for luxury items o Increase in young working population o High pay packets, nuclear familiesFuture Group is one of the Country’s leading business groups present in retail, assetmanagement, consumer finance, insurance, retail media, retail spaces and logistics. Thegroup’s flagship Company, Pantaloon Retail (India) Limited .Pantaloon Retail (India)BABASAB PATIL PROJECT REPORT OF MARKETING Page 4
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Limited, is India’s leading retailer that operates multiple retail formats in both the valueand lifestyle segment of the Indian consumer market. The Company operates over 7million square feet of retail space, has over 1000 stores across 51 cities in India andemploys over 24,000 people. The company’s leading formats include Pantaloons, a chainof fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, asupermarket chain, Some of its other formats include, Depot, Shoe Factory, BrandFactory, Blue Sky, Fashion Station, aLL, Top 10, mBazaar and Star and Sitara. TheCompany also operates an online portal, futurebazaar.com. Pantaloon Retail was recentlyawarded the International Retailer of the Year 2007 by the US-based National RetailFederation (NRF).PROMOTIONAL OFFERSBABASAB PATIL PROJECT REPORT OF MARKETING Page 5
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.MeaningPromotion is an important marketing force that provides extra incentives to achieve sales.Promotion is an important marketing tool as compared to advertisements and sales force.Promotion is both short term and long term activities carried.ROLE OF PROMOTION  Promotions are an extremely valuable tool for the marketing of brands.  Like all other tools, promotions can make a valuable contribution to marketing when they are properly used.  Promotions are offered to the customers to get the sales and to increase their market share  The short term promotions are towards increasing the sales and the long term sales are towards increasing the customer base.WHEN TO USE PROMOTION  A brands quality is inferior to competition  A brands advertising is not as persuasive as competitive  A new brand is being introducedBABASAB PATIL PROJECT REPORT OF MARKETING Page 6
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.The Belgaum population is experiencing the new trend of shopping. Big Bazaar is knownfor its promotions .This survey was conducted to study the “Effectiveness ofPromotional offers at Big Bazaar, Belgaum”.The main objectives to carry out these topics at Big Bazaar are as follows:  To test the effectiveness of the communication of the offers to the consumers  To test the awareness level among public with respect to offers of Big Bazaar  To assess the attractiveness of the offers to customers at Big Bazaar  To find out the competitive differences of Big Bazaar with other Retail competitors.SAMPLING Data Source : Primary Data (From questionnaire and personal interaction) Secondary data –Website, Research approach : Survey method Research Instrument : Questionnaire Sample plan : Personal Interview Sample unit : Customers of Big Bazaar Sampling method : Convenience sampling Sample Size : 250 customersBABASAB PATIL PROJECT REPORT OF MARKETING Page 7
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. INDUSTRY PROFILEBABASAB PATIL PROJECT REPORT OF MARKETING Page 8
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Retail Sector in IndiaRetail is booming sector in India. Retail, one of India’s largest industries, has presentlyemerged as one of the most dynamic and fast paced industries with several playersentering the market. Retail Accounts for over 10 per cent of the country’s GDP andaround eight per cent of the employment in India.As the contemporary retail sector in India is reflected in sprawling shopping centers,multiplex- malls and huge complexes offer shopping, entertainment and food all underone roof, the concept of shopping has altered in terms of format and consumer buyingbehavior, ushering in a revolution in shopping in India. This has also contributed to largescale investments in the real estate sector with major national and global playersinvesting in developing the infrastructure and construction of the retailing business. Thetrends that are driving the growth of the retail sector in India are • Low share of organized retailing • Falling real estate prices • Increase in disposable income and customer aspiration • Increase in expenditure for luxury itemsAnother credible factor in the prospects of the retail sector in India is the increase in theyoung working population. In India, high pay-packets, nuclear families in urban areas,along with increasing working-women population and emerging opportunities in theservices sector. These key factors have been the growth drivers of the organized retailsector in India.BABASAB PATIL PROJECT REPORT OF MARKETING Page 9
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.The retailing configuration in India is fast developing as shopping malls are increasinglybecoming familiar in large cities. When it comes to development of retail space speciallythe malls, the Tier II cities are no longer behind in the race.India is being seen as a potential goldmine for retail investors from over the world andIndia has the top destination for retailers for an attractive emerging retail market. India’svast middle class and its almost untapped retail industry are key attractions for globalretail giants wanting to enter newer markets. Even though India has well over 5 millionretail outlets, the country sorely lacks anything that can resemble a retailing industry inthe modern sense of the term. This presents international retailing specialists with a greatopportunity. The organized retail sector is expected to grow stronger than GDP growth inthe next five years driven by changing lifestyles, burgeoning income and favorabledemographic outline.BABASAB PATIL PROJECT REPORT OF MARKETING Page 10
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.FDI in Retail SectorRetailing is the largest private sector industry in the world economy with the globalindustry size exceeding $6.6 trillion and India is the top destination for retail investors.And the further upsurge is anticipated in the retail sector as the Government of opened up51% FDI in single brand retail outlets. And as the government is in a process to initiate asecond phase of reforms, it is cautiously exploring the avenues for multi-brand segment.The Government is seeking for these options keeping in view the existing socialframework of India and the will ensure that the entry of global retail giants do notdisplace the existing employment in the retail business.Industry experts are sensitive to the point that local markets have an edge over the retailinvestors in India as they have unique advantages such as an understanding of local needsand extended service like home delivery. As the FDI influence on the Indian retail sectorsets in, the total size of the retail trade is expected to grow extensively in the comingyears and the consumer segments patronizing the big malls will create frenzy fororganized retailing predicting a growth of 25-30 per cent per annum over the next decade.Moreover, Indian retail chains would get integrated with global supply chains since FDIwill bring in technology, quality standards and marketing thereby, leading to neweconomic opportunities and creating more employment generation.Industry trends for retail sector indicate that organized retailing has major impact incontrolling inflation because large organized retailers are able to buy directly fromproducers at most competitive prices. World Bank attributes the opening of the retailsector to FDI to be beneficial for India in terms of price and availability of products as itwould give a boost to food products, textiles and garments, leather products, etc., tobenefit from large-scale procurement by international chains; in turn, creating jobsopportunities at various levels.BABASAB PATIL PROJECT REPORT OF MARKETING Page 11
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. COMPANY PROFILEBABASAB PATIL PROJECT REPORT OF MARKETING Page 12
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Future GroupFuture Group is one of the country’s leading business groups present in retail, assetmanagement, consumer finance, insurance, retail media, retail spaces and logistics. Thegroup’s flagship company, Pantaloon Retail (India) Limited operates over 7 millionsquare feet of retail space, has over 1000 stores across 53 cities in India and employsover 25,000 people. Some of its leading retail formats include, Pantaloons, Big Bazaar,Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retailformat, futurebazaar.com.Future Group companies includes, Future Capital Holdings, Future Generali India IndusLeague Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar andBowling Co.The group’s joint venture partners include Italian insurance major, Generali, Frenchretailer ETAM group, US-based stationary products retailer, Staples Inc and UK-basedLee Cooper and India-based Talwalkar’s, Blue Foods and Liberty Shoes.Future Group’s vision is to, “deliver Everything, Everywhere, Everytime to Every IndianConsumer in the most profitable manner.” The group considers ‘Indian-ness’ as a corevalue and its corporate credo is - Rewrite rules, Retain values.BABASAB PATIL PROJECT REPORT OF MARKETING Page 13
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.CORPORATE STATEMENTFuture Group Manifesto“Future” – the word which signifies optimism, growth, achievement, strength, beauty,rewards and perfection. Future encourages to explore areas yet unexplored, write rulesyet unwritten; create new opportunities and new successes. To strive for a gloriousfuture brings to us our strength, our ability to learn, unlearn and re-learn, our ability toevolve.Future Group will not wait for the Future to unfold itself but create future scenarios inthe consumer space and facilitate consumption because consumption is development.Thereby, will effect socio-economic development for our customers, employees,shareholders, associates and partners.BABASAB PATIL PROJECT REPORT OF MARKETING Page 14
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Group VisionFuture Group shall deliver Everything, Everywhere, Every time for Every IndianConsumer in the most profitable manner.Group MissionThe group shares the vision and belief that their customers and stakeholders shall beserved only by creating and executing future scenarios in the consumption space leadingto economic development.The group will be the trendsetters in evolving delivery formats, creating retail realty,making consumption affordable for all customer segments – for classes and for masses.The group shall infuse Indian brands with confidence and renewed ambition.The group shall be efficient, cost-conscious and committed to quality in whatever beendone.The group shall ensure that positive attitude, sincerity, humility and united determinationshall be the driving force to be successful.Core Values • Indianness: Confidence in ourselves. • Leadership: To be a leader, both in thought and business. • Respect & Humility: To respect every individual and be humble in our conduct. • Introspection: Leading to purposeful thinking. • Openness: To be open and receptive to new ideas, knowledge and information. • Valuing and Nurturing Relationships: To build long term relationships. • Simplicity & Positivity: Simplicity and positivity in our thought, business. • Adaptability: To be flexible and adaptable, to meet challenges.BABASAB PATIL PROJECT REPORT OF MARKETING Page 15
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.COMPANY TIMELINE Major Milestones1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, India’s first formal trouser brand.1991 Launch of BARE, the Indian jeans brand.1992 Initial public offer (IPO) was made in the month of May.1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across the nation. The company starts the distribution of branded garments through multi-brand retail outlets across the nation.1995 John Miller – Formal shirt brand launched.1997 Pantaloons – India’s family store launched in Kolkata.2001 Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain launched.2002 Food Bazaar, the supermarket chain is launched.2004 Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ - India’s first seamless mall is launched in Bangalore.2005 Fashion Station - the popular fashion chain is launched aLL – ‘a little larger’ - exclusive stores for plus-size individuals is launched2006 Future Capital Holdings, the company’s financial arm launches real estate funds Kshitij and Horizon and private equity fund Indivision. Plans forays into insurance and consumer credit. Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, EZone, Depot and futurebazaar.com are launched across the nation. Group enters into joint venture agreements with ETAM Group and Generali.BOARD OF DIRECTORSBABASAB PATIL PROJECT REPORT OF MARKETING Page 16
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Mr. Kishore Biyani, Managing DirectorKishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and theGroup Chief Executive Officer of Future Group.Mr. Gopikishan Biyani, Wholetime DirectorGopikishan Biyani, is a commerce graduate and has more than twenty years ofexperience in the textile business.Mr. Rakesh Biyani, Wholetime DirectorRakesh Biyani, is a commerce graduate and has been actively involved in categorymanagement; retail stores operations, IT and exports. He has been instrumental in theimplementation of the various new retail formats.Mr. Ved Prakash Arya, DirectorVed Prakash Arya, is an engineer by training and is a graduate of the Indian Institute ofManagement, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus.Mr. Shailesh Haribhakti, Independent DirectorShri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a CertifiedInternal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., CharteredAccountants and past president of Indian merchant Chambers. He is on the Board ofseveral Public Limited Companies, including Indian Petrochemicals Corporation Ltd.,Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1, 1999.Mr. S Doreswamy, Independent DirectorS. Doreswamy, is a former Chairman and Managing Director of Central Bank of Indiaand serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited amongPANTALOONS FORE RAYBABASAB PATIL PROJECT REPORT OF MARKETING Page 17
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.1. DepotBooks, Music & Gifts Depot is one of the youngest brands from the Pantaloon stable and is a tribute to our freedom of thought, speech and expression shared in a novel fashion with customers as books, multimedia, toys, stationary and gifts. At Depot, book lovers are offered a range of books that meet the needs and preference of every age group. From fiction to general reference, management and children’s material, you will find it all at Depot. Music buffs are invited to select from a wide category of music CDs and cassettes. 2. Futurebazaar.com Futurebazaar.com offers the widest range of products at ‘lowest prices – everyday!’ Having pioneered the retailing business in India, Futurebazaar.com has now decided to revolutionize the consumer e-commerce business in India. It intends to provide customers with a streamlined, efficient and world class personalized shopping experience, which will be supported with the best technology platform. Future Bazaar has been named as the Best Indian Website 2007 in the Shopping category by PC World. Future Bazaar won the top spot after beating other established players like Rediff, Indiatimes, Sify, ebay, Indiaplaza, Chennai Bazaar and India Mall. The award was presented to Future Bazaar for its "decent, no-nonsense approach, while providing a good shopping experience".BABASAB PATIL PROJECT REPORT OF MARKETING Page 18
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.3. NavarasNavaras, a fine 22 carat pure gold and diamond jewellery brand, is retailed from BigBazaar stores.Future Group has revolutionized the Indian jewellery market with thelaunch of Navaras, which offers branded, pure and design differentiated jewellery atcompetitive prices in a hypermarket set-up in line with the evolving buying behaviour ofconsumers. The rationale behind this is that with higher disposable incomes, forconsumers today gold and other jewellery purchases too have become impulsive buyingactivities. Hence, Navaras within Big Bazaar. Navaras offers a complete fine jewelleryshopping experience, despite being within the confines of a hyper market.4. TOP 10Top 10, the cool offering from Future Group, offers the latest in fashion and style. Thisformat is based on the concept of the ever popular countdown shows, where the trendieststyles get ranked from 1 to 10; the highest selling item gets the highest ranking!Keeping pace with fast changing fashion needs, Top 10 stores empowers the youth tomake a distinctive fashion statement through easily affordable apparel collections andaccessories.Top 10 stores stock a wide range of Message Tees , Fashion Tees ,Cool Tees (for guysand gals), casuals, cargoes, sports wear & skirts. A unique offering of this format areT-shirts with college names printed on them, wherein one can vote for one’s collegename and get one’s college name products custom-made.BABASAB PATIL PROJECT REPORT OF MARKETING Page 19
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.5. TulsiThe medical bazaarTulsi the Medicine Bazaar is a pharmacy housed within Big Bazaars and Food Bazaars atover 35 locations all over India .Aiming to offer outstanding professional service from a caring and friendly environment.We are prepared to go the extra mile or provide that little extra guidance and to care foryour needs through our Healthcare enquiry system.6. Mr. RIGHTFuture Services brings Mr. Right - a reliable resource who is always ready to perform anytask or attend to any requirement. For the very first time in India Be it fixing plumbing toproviding serious financial advice, no job is too big or small.Mr. Right is envisaged to be a one stop solution for all the service needs and will offervarious innovative services. Mr. Right will operate in the following service categories -Utility services, Home Improvement, Travel, Event & Wedding Planning, Beauty &Wellness and Advisory Services. Currently offering services like Home Cleaning, PestControl, Travel & Helpmate. Soon to launch Astrology, Shoe laundry, Help@homeBABASAB PATIL PROJECT REPORT OF MARKETING Page 20
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.7. Pantaloons Fresh fashionPantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashionis followed internationally. The ‘look’ and ‘what’s in’ today for the season is sacrosanct.Pantaloons takes its promise of fresh fashion very seriously making available to itscustomers the latest in fashion every week!All Pantaloons stores reflect the new ideology -- Fresh Feeling, Fresh Attitude, FreshFashion. The stores offer fresh collections and are visually stimulating thanks toappealing interiors and attractive product display!The first Pantaloons was opened in Gariahat in 1997. Over the years, it has undergoneseveral transitions. When it was first launched, this store mostly sold external brands.Gradually, it started retailing a mix of external brands while at the same time introducedits own private brands. Initially positioned as a family store, it finally veered towardsbecoming a fashion store with an emphasis on youth and clear focus on ‘fresh fashion’.8. aLLaLL houses a wide range of ready-to-wear fashionable clothes and accessories that areotherwise not easily available for plus size customers. aLL brings forth a wide collectionof stylish clothing to select from, be it Western wear, Indo-western or Ethnic wear in bothFormal and Casual categories. aLL also offers matching accessories like belts, ties, andhandbags in a perfect size and fit. The stores are aesthetically and sensitively designed tocater to this niche set of customers who love the open wide spaces, clean cut lines, pastelcolours that make up the inviting store layout and the even more remarkable customerfriendly staff that are present to assist them in every way.BABASAB PATIL PROJECT REPORT OF MARKETING Page 21
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.9. CentralLaunched in May04 at Bangalore, Central is a showcase, seamless mall and the first ofits kind in India. The thought behind this pioneering concept was to give customers anunobstructed and a pure shopping experience and to ensure the best brands in the Indianmarket are made available to the discerning Indian customer.Central offers everything for the urban aspirational shopper to shop, eat and celebrate.Located in the heart of the city, Central believes its customers should not have to travellong distances to reach us; instead we must be present where customers frequently visit.Central houses over 300 brands across categories, such as apparel, footwear andaccessories for women, men, children and infants, apart from a whole range of Music,Books, Coffee Shops, Food Courts, Super Markets (Food Bazaar), Fine DiningRestaurants, Pubs and Discotheques. The mall also has a separate section for servicessuch as Travel, Finance, Investment, Insurance, Concert/Cinema Ticket Booking, BillPayments and other miscellaneous services. In addition, Central houses Central Square,a dedicated space for product launches, impromptu events, daring displays, excitingshows, and art exhibitions.10. Fashion StationFashion Station is the companys offering from their value retail platform. A thematicstore, Fashion Station is an attempt to offer fashion forward products to the mass market.Called a first of its kind fashion destination, Fashion Station houses a wide selection oftrendy apparels. The USP of the store is Fashion that fits your budget, which translatesto great deals on apparel & accessories for Men, Women and Children.BABASAB PATIL PROJECT REPORT OF MARKETING Page 22
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.11. Food Bazaar Food Bazaar invites you for a shopping experience, unique by its ambience. At Food Bazaar you will find a hitherto unseen blend of a typical Indian Bazaar and International supermarket atmosphere. Flagged off in April’02, Food Bazaar is a chain of large supermarkets with a difference, where the best of Western and Indian values have been put together to ensure your satisfaction and comfort while shopping. The western values of convenience, cleanliness and hygiene are offered through pre packed commodities and the Indian values of "See-Touch-Feel" are offered through the “bazaar-like” atmosphere created by displaying staples out in the open, all at very economical and affordable prices without any compromise on quality.12. Blue SkyBlue Sky is a national chain of stores offering a wide selection of branded and privatelabel sunglasses and watches. Blue Sky has been designed to address an exciting andgrowing market for accessories. Customers get a wide and interesting collection offashion brands from across the world.BABASAB PATIL PROJECT REPORT OF MARKETING Page 23
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.13. Star & SitaraStar & Sitara, a unique beauty salon for men and women, introduces many new featuresand products for the first time in India. At Star & Sitara we aim to democratise salonservices for easy access to all and deliver quality service at very affordable prices. Star& Sitara evokes a theme of Bollywood and promises to make you a Star (Sitara inHindi) The space, décor, lighting is reminiscent of movies and will transport you fromthe ordinary world to that of the ‘reel’ world.Star & Sitara provides all skin and hair related beauty service. The salon is spacious andthe atmosphere relaxed. Men, women and children can easily find a service to cater totheir need. But the focal and niche element of our salon is the affordable and attractivepricing. 14. Big Bazaar Big Bazaar is not just another hypermarket. It caters to every need of your family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. At Big Bazaar, you will definitely get the best products at the best prices - that’s what we guarantee. With the ever increasing array of private labels, it has opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise you. And this is just the beginning. Big Bazaar plans to add much more to complete your shopping expereince.BABASAB PATIL PROJECT REPORT OF MARKETING Page 24
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.INTRODUCTION OF TOPICBABASAB PATIL PROJECT REPORT OF MARKETING Page 25
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Title of Project: “Effectiveness of Promotional offers at Big Bazaar, Belgaum”MeaningPromotion is an important marketing force that provides extra incentives for short termsales. Promotion plays an important role with advertisements and selling efforts.The role and mechanics of promotionPromotions are an extremely valuable tool for the marketing of goods. Like all othertools, promotions can make a valuable contribution to marketing.Promotion function: The function of promotion is to accelerate action stated by othermarketing activities. Promotion acts as a catalyst to accelerate action, primarily on thepart of the consumer. It supplements, but is not a substitute for, advertising and sellingefforts.Promotion accelerates action by changing the price – value relationship of the brandEvery product has an established value in the minds of the consumer. This is what theconsumer is normally willing to expend (in money) for what he gets, or thinks be gets,when he buys the product.Promotion changes this price-value relationship to the point where the individual isstimulated to take a desired action. It does this in most cases either by lowering the priceor by increasing the value of the product or bothBABASAB PATIL PROJECT REPORT OF MARKETING Page 26
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.When to use promotion:The need for promotion varies because1. A brand’s quality is inferior to competition;2. A brand’s advertising is not as persuasive as competitive copy; or3. A new brand is being introducedPromotion’s role in the life cycle of a brandAt each stage in a brand’s life cycle a different degree of promotionalemphasis is required.New Product: A new product can usually profit from substantial promotion support – ifthe product, the advertising, distribution and price are right.The promotion can truly perform its function of accelerating trial and purchase of a brandwhose value has not yet been fully established in the minds of all consumers. Althoughgood advertising on a new brand will persuade many consumers to try the brand, it is notlikely to persuade every logical prospect to take immediate action. Though theadvertising does not quickly move to action require an extra incentive, such as a freesample or coupon or some other device that increases the value of the brand, or lowers itsprice, to the point where the prospect decides to buy it. If the product is of good quality,promotion thus helps to establish its value quickly in the minds of more people.BABASAB PATIL PROJECT REPORT OF MARKETING Page 27
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Growing Brand: There are indications, incidentally, that many new brands (but not all)reach their share-of-market peak within six months to a year after the completion of theirintroduction. This leads to the conclusion that a brand of proven product and advertisingcopy superiority would be well advised to meet maximum trial during the introductoryperiod by spending heavily in the advertising media and on the promotional devices thatare most effective in reaching the brand’s best longterm prospective consumers.Investment at the highest practicable level in effective advertising and promotion duringthe introductory stage, therefore – by quickly achieving a high franchise level – canestablish a business that is less vulnerable to competition and that returns higher level ofprofit in the following years.Stable Brand: An established, growing brand generally requires minimal promotionsupport, usually of a selective nature. The product and its advertising are still equal to orbetter than competition. A high proportion of potential customers have tried the brandAnd many have become more or less regular users.In such a healthy situation, the job that promotion has to do usually is much narrower andmore specialized. It can be used for such specific purposes as improving distribution onlarge sizes, attracting new users from fringe groups or areas where usage levels are belowpotential, or increasing the consumption among present users. Total promotionexpenditures, however, can be cut back to levels that generate optimum profits – so longas the brand continues to represent superior value for the price.BABASAB PATIL PROJECT REPORT OF MARKETING Page 28
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Declining Brand: A mature, stable brand may need increased promotional support ascompetition begins to match it in product quality and in the persuasiveness of itsadvertising copy, or as the brand reaches its natural franchise level. When this happens,Growth ceases, sales and share level off.A declining brand may need much heavier promotion support as it becomes old and out-dated by new or improved competitive brands. Efforts to improve the brand’s quality andits advertising copy to equal competition may have been unsuccessful. Increasing theadvertising appropriation may not help – and may, in fact, merely reduce profits.BABASAB PATIL PROJECT REPORT OF MARKETING Page 29
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.MAJOR TYPES OF CUSTOMER PROMOTIONS 1.Sampling: Distribution of free special or regular size package to consumers 2.Couponing: Distribution of certificates with a stated monetary or merchandize value which the consumer redeems through a retailer towards the purchase of the specified item. 3. Demonstrations: An illustration or demonstration of how a product is prepared and/or used, frequently involving consumer tasting of food products and usually involving the presence of a home economist or other trained representative. 4. Price packs: Offers to consumers of savings off the regular price of a product, flagged on the label. Ex: A reduced price packs. 5. Free trials: Inviting customers for free trials of products without cost.BABASAB PATIL PROJECT REPORT OF MARKETING Page 30
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.RESEARCH METHODOLOGYBABASAB PATIL PROJECT REPORT OF MARKETING Page 31
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. TITLE OF THE PROJECT“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.OBJECTIVES  To test the effectiveness of the communication of the offers to the consumers  To test the awareness level among public with respect to offers of Big Bazaar  To assess the attractiveness of the offers to customers at Big Bazaar  To find out the competitive differences of Big Bazaar with other Retail competitors.RESEARCH METHODOLOGYData Source : Primary Data (From questionnaire and personal interaction) Secondary data –Website,Research approach : Survey method.Research Instrument : QuestionnaireSample plan : Personal InterviewSample unit : Customers of Big BazaarSampling method : Convenience samplingSample Size : 250 customersDURATION OF PROJECTDuration of the Project 10th Dec 2007 to 27th April 2008.LIMATATION OF STUDYBABASAB PATIL PROJECT REPORT OF MARKETING Page 32
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. • Customers did not respond, so I had to find many customers for survey HYPOTHESIS TESTS1) Hypothesis testing for attractiveness of customers to offers and inducement forpurchaseHO: More than 65% of the customers are attracted to promotional offers & are induced tomake purchasesH1: More than 65% of the customers are not attracted to promotional offers & are notinduced to make purchases2) Hypothesis testing for price better compared to other retail shopsHO: More than 85% of the customers find price better than other retail storesH1: More than 85% of the customers do not find price better than other retail storesThe hypothesis test was carried out and the results are put into AnnexureBABASAB PATIL PROJECT REPORT OF MARKETING Page 33
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. GRAPHS AND FINDINGSConcept: To survey whether the customers visiting at Big Bazaar are aware of thePromotional offers Table No: 1 Are you aware of promotional offers at Big Bazaar Cumulative Frequency Percent Valid Percent Percent Valid Yes 210 84.0 84.0 84.0 No 40 16.0 16.0 100.0 Total 250 100.0 100.0 Graph No: 1 Are you aware of promotional offers at Big Bazaar Yes No 16.00% 84.00%BABASAB PATIL PROJECT REPORT OF MARKETING Page 34
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Interpretation: Majority (84%) of the customers surveyed were aware of thePromotional offers at Big BazaarConcept: To study mode of communicating promotional offers to the customers Table No: 2 What was the mode of Communication Cumulative Frequency Percent Valid Percent Percent Valid TV 35 14.0 16.7 16.7 News Paper 136 54.4 64.8 81.4 Hordings 39 15.6 18.6 100.0 Total 210 84.0 100.0 Missing System 40 16.0 Total 250 100.0 Graph No: 2BABASAB PATIL PROJECT REPORT OF MARKETING Page 35
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. What was the mode of Communication 70 65 60 50 40 30 20 19 17 Percent 10 0 TV New s Paper Hordings What was the mode of CommunicationInterpretation: News paper was the most effective mode for communication, followedby hoardings and TV advertisements.Concept: To check the alertness of customers towards the announcements made at BigBazaar during shopping Table No: 3 Did you notice/hear about the Promotional offers Today Cumulative Frequency Percent Valid Percent Percent Valid Yes 232 92.8 92.8 92.8 No 18 7.2 7.2 100.0 Total 250 100.0 100.0 Graph No: 3BABASAB PATIL PROJECT REPORT OF MARKETING Page 36
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. Did you notice/hear about the Promotional offers Today Yes No 7.20% 92.80%Interpretation: Promotional offers are noticed and heard by the customers during theirshoppingConcept: To study frequency the sample customers visited Big Bazaar Table No: 4 How frequently you visit Big Bazaar Cumulative Frequency Percent Valid Percent Percent Valid Occasionally 9 3.6 3.6 3.6 Once in a month 42 16.8 16.8 20.4 Once in a week 163 65.2 65.2 85.6 Daily 4 1.6 1.6 87.2 As and when required 32 12.8 12.8 100.0 Total 250 100.0 100.0BABASAB PATIL PROJECT REPORT OF MARKETING Page 37
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. Graph No: 4 How frequently you visit Big Bazaar 60 Percent 40 65.20% 20 16.80% 12.80% 3.60% 1.60% 0 Occasionaly Once in a month Once in a week Daily As and when required How frequently you visit Big BazaarInterpretation: 65% of the customers visit Big Bazaar once in a week, either onWednesday or week ends, followed by customers visiting once in a month and as andwhen required.Concept: Effectiveness of promotional offers inducing the customers to make purchases Table No: 5BABASAB PATIL PROJECT REPORT OF MARKETING Page 38
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. Promotional offers at Big Bazaar are attractive and induce me to make a purchase Cumulative Frequency Percent Valid Percent Percent Valid Strongly Agree 65 26.0 26.0 26.0 Agree 100 40.0 40.0 66.0 Neither Agree/Nor 56 22.4 22.4 88.4 Dis-agree Dis-agree 29 11.6 11.6 100.0 Total 250 100.0 100.0 Graph No: 5 Promotional offers at Big Bazaar are attractive and induce me to 50 40 40 30 26 20 22 10 12 Percent 0 Strongly Agree Agree Neither Agree/Nor Di Dis-agree Promotional offers at Big Bazaar are attractive and induce me to make aInterpretation: 26% strongly agree, 40% agree, 22% neither agree nor dis-agree andremaining customers dis-agreeConcept: To study customers preferences of the commoditiesBABASAB PATIL PROJECT REPORT OF MARKETING Page 39
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. Table No: 6 Rank the products that you expect promotional offers Cumulative Frequency Percent Valid Percent Percent Valid Clothing 125 50.0 50.0 50.0 Groceries 80 32.0 32.0 82.0 Electronic items 32 12.8 12.8 94.8 Furnitures 13 5.2 5.2 100.0 Total 250 100.0 100.0 Graph No: 6 Rank the products that you expect promotional offers 50 40 30Percent 50.00% 20 32.00% 10 12.80% 5.20% 0 Clothing Groceries Electronic items Furnitures Rank the products that you expect promotional offersInterpretation: Customers preferred clothing followed by groceries, electronic items andfurnituresBABASAB PATIL PROJECT REPORT OF MARKETING Page 40
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Concept: To study whether customers availed benefit of promotional offers Table No: 7 Have you availed any offers during your recent visit Cumulative Frequency Percent Valid Percent Percent Valid Yes 214 85.6 85.6 85.6 No 36 14.4 14.4 100.0 Total 250 100.0 100.0 Graph No: 7 Have you availed any offers during your recent visit Yes No 14.40% 85.60%Interpretation: Majority (85%) of customers availed benefit of promotional offersBABASAB PATIL PROJECT REPORT OF MARKETING Page 41
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Concept: What did you opt for?The customers may go in for Free offers or discount offers. To study the customerspreference of offers this question was asked. Table No: 8 What did you opt for Cumulative Frequency Percent Valid Percent Percent Valid Discount offer 91 36.4 42.5 42.5 Free offer 123 49.2 57.5 100.0 Total 214 85.6 100.0 Missing System 36 14.4 Total 250 100.0 Graph No: 8 What did you opt for Missing Discount offer Free offerBABASAB PATIL PROJECT REPORT OF MARKETING Page 42
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Interpretation: 49% of the customers availed Free offers 36% availed Discount offers.Concept: Did customers communicate benefit of promotional offers to their friends andrelatives Table No: 9 Do you communicate offers at Big Bazaar to your friends Cumulative Frequency Percent Valid Percent Percent Valid Yes 218 87.2 87.2 87.2 No 32 12.8 12.8 100.0 Total 250 100.0 100.0 Do you communicate offers at Big Bazaar to your friends Yes No 12.80% 87.20% Graph No: 9BABASAB PATIL PROJECT REPORT OF MARKETING Page 43
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Interpretation: Majority (87%) of customers did communicate benefits of promotionaloffers to their friends and relatives.Concept: Where do you find the following better? 1. Price 2. Quality 3. Product range 4. Promotional offers 5. AmbienceBABASAB PATIL PROJECT REPORT OF MARKETING Page 44
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Concept: Price Table No: 10 Price Cumulative Frequency Percent Valid Percent Percent Valid Big Bazaar 215 86.0 86.0 86.0 Other retail stores 35 14.0 14.0 100.0 Total 250 100.0 100.0 Graph No: 10 Price 100 80 60 Percent 86.00% 40 20BABASAB PATIL PROJECT REPORT OF MARKETING 14.00% Page 45 0 Big Bazaar Other retail stores Price
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Interpretation: 86% of customers find price better compared to other retail storesConcept: Quality Table No: 11 Quality Cumulative Frequency Percent Valid Percent Percent Valid Big Bazaar 190 76.0 76.0 76.0 Other retail stores 60 24.0 24.0 100.0 Total 250 100.0 100.0 Graph No: 11 Quality 80 60 Percent 40 76.00% 20 24.00% 0 Big Bazaar Other retail stores QualityInterpretation: Quality at Big Bazaar is good as compared to other retail storesBABASAB PATIL PROJECT REPORT OF MARKETING Page 46
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Concept: Product Range Table No: 12 Range Cumulative Frequency Percent Valid Percent Percent Valid Big Bazaar 240 96.0 96.0 96.0 Other retail stores 10 4.0 4.0 100.0 Total 250 100.0 100.0 Range 100 80 60 Percent 96.00% 40 20 4.00% 0 Big Bazaar Other retail stores Range Graph No: 12Interpretation: (96)% of Customers feel product range good at Big BazaarBABASAB PATIL PROJECT REPORT OF MARKETING Page 47
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Concept: Promotional offers Table No: 13 Offers Cumulative Frequency Percent Valid Percent Percent Valid Big Bazaar 218 87.2 87.2 87.2 Other retail stores 32 12.8 12.8 100.0 Total 250 100.0 100.0 Graph No: 13 Offers 100 80 60 Percent 87.20% 40 20 12.80% 0 Big Bazaar Other retail stores OffersBABASAB PATIL PROJECT REPORT OF MARKETING Page 48
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Interpretation: Promotional offers are good compared to other retail storesConcept: Ambience Table No: 14 Ambience Cumulative Frequency Percent Valid Percent Percent Valid Big Bazaar 242 96.8 96.8 96.8 Other retail stores 8 3.2 3.2 100.0 Total 250 100.0 100.0 Ambience 100 80 60 Percent 96.80% 40 20 3.20% 0 Big Bazaar Other retail stores AmbienceBABASAB PATIL PROJECT REPORT OF MARKETING Page 49
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. Graph No: 14Interpretation: Majority (97%) of the customers find Ambience very goodConcept: To study whether Customers feel like coming to Big Bazaar to avail thebenefits of the offers Table No: 15 Do offers make you feel like visiting Big Bazaar Cumulative Frequency Percent Valid Percent Percent Valid Yes 226 90.4 90.4 90.4 No 24 9.6 9.6 100.0 Total 250 100.0 100.0 Graph No: 15 Do offers make you feel like visiting Big Bazaar Yes No 9.60% 90.40%BABASAB PATIL PROJECT REPORT OF MARKETING Page 50
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Interpretation: Majority (90%) of customers are attracted to offers and hence they willshop frequently at Big Bazaar FINDINGSBABASAB PATIL PROJECT REPORT OF MARKETING Page 51
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. • Majority (84%) of the customers surveyed were aware of the Promotional offers at Big Bazaar • Newspaper was the most effective mode for communication, followed by hoardings and TV advertisements. • Promotional offers are noticed and heard by the customers during their shopping • 65% of the customers visit Big Bazaar once in a week, either on Wednesdays or week ends, followed by customers visiting once in a month and as-and-when required. • 26% strongly agree, 40% agree, 22% neither agree nor disagree and remaining customers disagree • Customers preferred clothing followed by groceries, electronic items and furnitures • Majority (85%) of customers availed benefit of promotional offers • 49% of the customers availed Free offers 36% availed Discount offers. • Majority (87%) of customers did communicate benefits of promotional offers to their friends and relatives. • 86% of customers find price better compared to other retail stores • Customers found Quality at Big Bazaar good as compared to other retail storesBABASAB PATIL PROJECT REPORT OF MARKETING Page 52
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. • Customers feel product range good at Big Bazaar • Promotional offers are good compared to other retail stores as per the customers SUGGESTIONSBABASAB PATIL PROJECT REPORT OF MARKETING Page 53
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.  16% of the surveyed customers were not aware of promotional offers, so the Company should ensure that maximum customers know about promotional offers visiting Big Bazaar and there should make aware of offers to general public.  34% of the customers are not attracted to promotional offers because of short range of electronic items and some doubt the quality of the products on which promotional offers are declared. The Company should take note of this.  Some customers are disappointed because of short period of promotional offers as they visit Big Bazaar after the offer period is over. Such customers should be convinced that similar offers would be declared soon.  The duration of the discount offers must be increased, so that more number of customers can avail the benefit.  Most of the customers prefer clothing (50%) and groceries (32%) , the Company has to attract the customers towards and electronic items and furnituresBABASAB PATIL PROJECT REPORT OF MARKETING Page 54
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.  The promotional offers on Wednesdays can also be extended to Tuesdays and Sundays so that more number of customers will get benefit of the offers and thus sales increase.  The employees of Big Bazaar should be discouraged to take the benefit of offers which are meant for customers CONCLUSION  Promotional offers play an important role to increase the sales in short terms  Belgaum population is experiencing a new pattern of shopping  The customer buying pattern has changed with the introduction of Big Bazaar in Belgaum  The foot fall has increased at Big Bazaar  Customers are exposed to new brands and they are becoming brand savvyBABASAB PATIL PROJECT REPORT OF MARKETING Page 55
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. ANNEXURESBABASAB PATIL PROJECT REPORT OF MARKETING Page 56
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.BIBLIOGRAPHYBooks • Business Statistics – G.C. Berry • Advertisement and Promotion – Belch & Belch • Marketing Management – Philip KotlerWebsites • www.pantaloon.com • www.indiainbusiness.nic.inBABASAB PATIL PROJECT REPORT OF MARKETING Page 57
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. HYPOTHESIS TESTINGHypothesis testing for attractiveness of customers to offers and inducement for purchaseHO: More than 65% of the customers are attracted to promotional offers & are induced tomake purchasesH1: More than 65% of the customers are not attracted to promotional offers & are notinduced to make purchasesZ= P-P sigma P P=0.65 (1-P)=0.35 N=250 N-1=249 P = X/N = Favoring N = 165 =0.66 250BABASAB PATIL PROJECT REPORT OF MARKETING Page 58
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”.Sigma P = P(1-P)/N-1 = 0.65x 0.35/249 = 0.00091365 = 0.302 Z= 0.66-0.65 0.302 = 0.03Critical value K(=+1.64) and observed value is 0.03, which is less than critical value.Therefore Accept HoHypothesis testing for price better compared to other retail shopsHO: More than 85% of the customers find price better than other retail storesH1: More than 85% of the customers do not find price better than other retail storesZ=P - P Sigma P P=0.85 (1-P)=0.15 N=250 N-1=249 P = X/N = Favoring price as a factor N = 215 =0.44 250 Sigma P = P(1-P)/N-1BABASAB PATIL PROJECT REPORT OF MARKETING Page 59
    • “Effectiveness of Promotional offers at Big Bazaar, Belgaum”. = 0.85x 0.15/249 = 0.00051205 = 0.0226 Z= 0.86-0.85 0.0226 = 0.44Critical value K(+1.64) and observed value is 0.44, which is less than critical value.Therefore Accept HoBABASAB PATIL PROJECT REPORT OF MARKETING Page 60