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Own brand promotion by sudipto Document Transcript

  • 1. TRAINING PROJECT REPORT ON OWN BRAND PROMOTION A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF POST GRADUATE DIPLOMA IN MANAGEMENT COURSE SESSION: 20010-11 BY SUDIPTO SINHA DAYANANDA SAGAR BUISNESS SCHOOL GUIDED BY MR. KIRAN.S . BIG BAZAAR, BANSANKARI
  • 2. DAYANANDA SAGAR BUISNESS SCHOOL DECLARATION I hereby declare that the information presented here is true to the best of my knowledge. Also, the report has not been published anywhere else. SUDIPTO SINHA EMAIL-sudiptosinhaa@gmail.com
  • 3. PREFACE PGDM is the one of the most reputed professional course in the Field of Retail Management. It includes theory as well as its practical application. Training is an integral part of PGDM Program, for successful completion of this program requires one month training in retail organization. So in between the second trimester each student at Dayananda sagar business school, Bangalore need to undergo one month’s training in an organization. This training serves the purposes of acquainting the student with Environment of an organization in which student have to work hard in future .Only theoretical knowledge is not enough but its practical application is also required to be learned. I was fortunate enough to have an opportunity of doing training at BIGBAZAAR, BANSHANKARI, BANGALORE. Every trainee was required to prepare a report of his working in the organization. I was assigned a project on “OWN BRAND PROMOTION IN THE STORE.”
  • 4. In this report, all the important findings of the project are included; overand above an overall profile of the company (PANTALOON) is also given. It is hoped that this report will make the readers familiar with the store and also give the idea about the product and services offered By the Company.
  • 5. ACKNOWLEDGEMENT The project of this magnitude would not have been completed singly. Firstly I want to give my hearty thanks to all mighty who made the world and me also. There are many other people without whom the completion of the project would not have been possible. Some have contributed towards this directly while other have provided indirectly. It gives me immense pleasure to thank Mr.KIRAN.S and Mr. KARTHIK.KUMAR for providing me training in this reputed organization and giving me a chance to have the experience of actual retail operations. I am indebted to Mr.KIRAN.S (Department Manager) of BIG BAZAAR for his guidance and cooperation in completing this project. Last but not the least I would like to convey my heartiest gratitude to all Members of BIG BAZAAR who helped a lot during my training. SUDIPTO SINHA sudiptosinhaa@gmail.com
  • 6. COMPANY PROFILE Pantaloons 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. Head quartered in Mumbai (Bombay), the company operates over 10 million square feet of retail space, has over1000 stores across 61 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, a supermarket chain, 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, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all, Top 10, Bazaar and Star and Sitar. 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 E-Zone focused on catering to the
  • 7. Consumer electronics segment. Pantaloons Retail was awarded the International Retailer of the Year 2007 by the US based National Retail Federation (NRF) and the Emerging Market Retailer in the Year 2007 at The World Retail Congress held in Barcelona. Pantaloons Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space. Pantaloons are not just an organizationitis an institution, acentric of learning & development. We believe that knowledge is the only weapon at our disposal and our quest for it is focused, systematic and unwavering. At Pantaloons, we take pride in challenging conventions and thinking out of the box, in travelling on the road less traveled. Our corporate doctrine ‘Rewrite Rules, Retain Values’ is derived from this spirit. Over the years, the company has accelerated growth through its ability to lead change. A number of its pioneering concepts have now emerged as industry standards. For instance, the company integrated backwards into garment manufacturing even as it expanded its retail presence at the front end, well before any other Indian retail company attempted this. It was the First to introduce the concept of the retail departmental store for the entire family
  • 8. through Pantaloons in 1997. The company was the first to launch a hypermarket in India with Big Bazaar, a large discount store that it commissioned in Kolkata in October 2001. And the company introduced the country to the Food Bazaar, a unique 'bazaar' within a hypermarket, which was launched in July 2002 in Mumbai. Embracing our leadership value, the company launched all in July 2005 in Mumbai, making us the first retailer in India to open a fashion store for plus size men and women. Today we are the fastest growing retail company in India. The number of stores is going to Increase many folds year on year along with the new formats coming up. The way we work is distinctly "Pantaloons". Our courage to dream and to turn our dreams into reality – that change people’s lives, is our biggest advantage. Pantaloons are an invitation to join a place where there are no boundaries to what you can achieve. It means never having to stop asking questions; it Means never having to stop raising the bar. It is an opportunity to take risks, and it is this passion that makes our dreams a reality. Come enter a world where we promise you good days and bad days, but never a dull moment!
  • 9. FUTURE GROUP Future Group is one of the country’s leading business groups present in retail, asset management, consumer finance, insurance, retail media, retail spaces and logistics. The group’s flagship company, Pantaloons Retail (India) Limited operates over 10 million square feet of Retail space, has over 1,000 stores and employs over 30,000 people. Future Group is present in 61 cities and 65 rural locations in India. Some of its leading retail formats include, Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, e Zone, Depot, Future Money and online retail format, futurebazaar.com.Future Group companies includes, Future Capital Holdings, Future Generali India Indus League Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and Bowling Co. Future Capital Holdings, the group’s financial arm, focuses on asset management and consumer credit. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. The group’s
  • 10. joint venture partners include Italian insurance major, General, French retailer ETAM group, US-based stationary products retailer, Staples Inc. and UK-based Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty Shoes. Future Group’s vision is to, “deliver Everything, Everywhere, Every time to Every Indian Consumer in the most profitable manner.” The group considers ‘Indian-ness’ as a core value and its corporate credo is- Rewrite rules, Retain values.
  • 11. INDUSTRY PROFILE “Retailing includes all the activities involved in selling goods or services to the final consumers for personal, non-business use”. The organized retail sector in India has a very low contribution to the entire retail sector in the country. Hence there is ample scope for the new players to achieve success. Large young working population with average age of 24 years, nuclear families in urban areas, along with increasing working women population and emerging opportunities in the services sector are going to be the key growth drivers An organization selling directly to final consumer-whether a manufacturer, wholesaler or retailer is doing retailing. It does not matter how the goods or services are sold (by person, mail, telephone,
  • 12. vending machine or internet) or where they are sold (in store, on the street, or in consumer’s home). Retail is India’s largest industry, accounting for 10% of country’s GDP and around 8 percent of employment. Modern retail has entered India as seen in shopping centers, multi storied malls and huge complexes offer shopping, entertainment and food all under one roof. India has seen the concept of hypermarket coming of age. Players like Wall-mart, metro have established hypermarkets in many countries. In India hypermarket concept is in nascent stage, retailers like Pantaloons, Tata, and RPG have started hypermarket operations and they are having plans to expand aggressively to all the regions of India. Among all the global retail markets Indian retail market is the most expanding. This is owing to the absence in restriction at the entry level. So, large foreign companies can enter in the green retail fields of India.
  • 13. KEY PLAYERS IN THE INDUSTRY  BIG BAZAAR  BHARTI RETAIL  RELIANCE RETAIL  STAR BAZAAR  MORE  MEGA MART  FOOD WORLD  SAFAL  SPENCERS  METRO
  • 14. THE BIG BAZAAR PROMISES: 1. MANUFACTURER’S WARRANTIES ON ALL PRODUCTS: Big Bazaar promises to sell only the original products from the authorized dealers; so that all applicable products carry the original manufacturer’s warranty. To service any product purchased at Big Bazaar, customer can visit the authorized service center of the manufacturer. The invoice accompanying the product is the warranty document. 2. GUARANTEED DELIVERY: Big Bazaar guarantees to deliver the exact product that has selected, without defects. In case of receiving a different product, or if the product is damaged in transit, the customer should contact it within the stipulated time period and Big Bazaar will ensure that it is replaced or refunded. 3. SECURE PAYMENT: It commits to ensure that no payment misuse happens, so we work with banks and payment gateways to ensure that your information is protected. Payments are protected both by it and by the policies of customer’s bank, and the
  • 15. chances of fraud in these channels are actually very low. Big Bazaar openly publishes its office addresses and is part of India’s largest retail company with a presence all over India – so you know how to contact us in person, if required. 4. OUR SIMPLE 7-DAYS RETURN POLICY: If customer has purchased something at Future Bazaar and the product did not meet its expectations or does not fit to his needs, then it can return the product to us; no questions asked, as long as it is in its original packaging and accompanied by its invoice. We will even make the return process simple for you – just contact our customer support and we’ll arrange to pick up the product from your home. Alternately, you can drop it off at the nearest Big Bazaar. 5. PROMPT CUSTOMER SUPPORT: Our customer support is manned by dedicated call center personnel, who can take decisions and resolve your problems. They are eager to solve your problems and are aware of the processes and means to handle them. In case they cannot solve the problem at their end, they will trigger the required action on your behalf or advise you the best possible method to a successful fulfillment of all your queries/issues. Be assured that when you call us, your call is being taken seriously.
  • 16. GROUP VISION: Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner. GROUP MISSION: We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for masses. We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united
  • 17. determination shall be the driving force to make us successful. CORE VALUES: Indianans: confidence in ourselves. Leadership: to be a leader, both in thought and business. Respect & Humility: to respect every individual and be humble. 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 and action.Adaptability: to be flexible and adaptable, to meet challenges. Flow: to respect and understand the universal laws of nature.
  • 18. BOARD OF DIRECTORS Mr. Kishore Biyani, Managing Director Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group. Mr. Gopikishan Biyani, Whole time Director Gopikishan Biyani is a commerce graduate and has more than twenty years of experience in the textile business.Mr. Rakesh Biyani, Whole time Director Rakesh Biyani is a commerce graduate and has been actively involved in category management; retail stores operations, IT and exports. He has been instrumental in the implementation of the various new retail formats. Mr. Vijay Biyani, Whole time Director Vijay Biyani has more than twenty years of experience in manufacturing, textiles and retail industry and has been actively involved in the financial, audit and corporate governance related issues within the company.
  • 19. Mr. Vijay Kumar Chopra, Independent Director V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI) by profession and is a Certified Associate of Indian Institute of Bankers (CAIIB). His banking career spans over 31 years and he has served senior management positions in Central Bank of India, Oriental Bank of Commerce, SIDBI, Corporation Bank and SEBI. Mr. Shailesh Haribhakti, Independent Director Shri Shailesh Haribhakti is a Chartered Accountant, Cost Accountant, and a Certified Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and past president of Indian merchant Chambers. He is on the Board of several Public Limited Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1, 1999. Mr. S Doreswamy, Independent Director S. Doreswamy is a former Chairman and Managing Director of Central Bank of India and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others.Dr. D O Koshy, Independent Director. O. Koshy
  • 20. holds a doctorate from IIT, Delhi and is the Director of National Institute of Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles and garment industry and was instrumental in the setting up of NIFT centres in Delhi, Chennai and Bangalore. He is a renowned consultant specializing in international marketing and apparel retail management.Ms. Bala Deshpande, Independent Director Bala Deshpande is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League Clothing Ltd, among others. Mr. Anil Harish, Independent DirectorAnil Harish is the partner of DM Harish & Co. Associates & Solicitors and an LLM from University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd Bank and Hinduja TMT, among other
  • 21. MAJOR MILESTONES 1987 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.
  • 22. 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 launchedall – ‘a little larger’ - exclusive stores for plus-size individuals is launched 2006 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. 2007 Future group crosses one billion mark 2008 Future group holding becomes the second group company to make successful initial public offerings in the Indian capital market
  • 23. Our culture At Pantaloon, Empowerment is what you acquire and Freedom at Work is what you get. We believe our most valuable assets are our People. Young in spirit, adventurous in action, with an average age of 27 years, our skilled & qualified professionals work in an environment where change is the only constant. Powered by the desire to create path-breaking practices and held together by values, work in this people intensive industry is driven by softer issues. In our world, making a difference to Customers’ lives is a Passion and performance is the key that makes it possible. Out of the Box thinking has become a way of life at Pantaloon and living with the change, a habit. Leadership is a value that is followed by one and all at Pantaloon. Leadership is the quality that Motivates us to never stop learning, stretching to reach the next challenge, knowing that we will be rewarded along the way. In the quest of creating an Indian model of retailing, Pantaloon has taken initiatives to launch many retail formats that have come headed for serve as a benchmark in the industry. Believing in leadership has given us the optimism to change and be successful at it. We do not predict the future, but create it. At Pantaloon you will get an opportunity to handle multiple responsibilities, and therein, the Grooming to play a larger role in the future. Work is a unique mix of preserving our core Indian Values and yet providing customers with a service, on par with international standards.
  • 24. At Pantaloon you will work with some of the brightest people from different spheres of industry. We believe it’s a place where you can live your dreams and pursue a career that reflects your skills and passions. NEW DISCOVERIES IN RETAIL In the financial year 2006-07, the company’s retail businesses discovered new categories acrossformats, new sets of consumers and fresher and contemporary merchandise. We have been ableto offer more in the established businesses and gain favourable acceptance with new concepts. Inaddition, concerted expansion plans saw retail space increase to over 5.2 million square feet at the end of 2006-07. This expansion mode was characterized by a twopronged approach. By dominating the cities the company was already present in and by bringing the benefits of modern retail to towns and cities like Mangalore, Palakkad, Surat, Indore, Kanpur, Haldia, Agra, Coimbatore, Jaipur and Panipat. The company has also undertaken significant privatelabel initiatives in food, in general merchandise and in the consumer durables and electronic scategories. Strategic alliances have also been forged with established domestic and international Brands. However, the most significant development was the internal realignment the company undertook within each of its retail businesses. To embark on a more detailed approach towards value creation and increasing efficiency, the company reviewed its business operations and
  • 25. Adopted a more focused approach by creating an integrated support unit or Line of Business. Augmenting the retail front-end team, Line of Business (LoB) units have been created in the three most critical businesses – food, fashion and general merchandise. Formed during the second half of 2006-07 these business units focus on introducing optimumoperationalefficiencies. Thus, these units ensure that back - end measures are appropriately taken care ofand the right kind of merchandise reaches the stores in the best possible time, at the right price. These teams focus on product consolidation and suitability, margin improvement, and vendor rationalization, thereby ensuring that the sourcing benefits are made available to the front – end team. The company’s efforts over the next couple of years would entail a combination of Expansion and process up gradation and implementation. The emphasis will be on the next discoveries to be made in the retail space that will lead to expansion. At the same time, there will be an increased focus on micro detailing aspects including process, product and operational efficiencies thereby contributing positively to the company’s bottom-line.discovering fresh fashion
  • 26. It was the first Pantaloons store in Kolkata that set off a chain of discoveries that have led us to where we are today. Ten years later, wehavelaunchedourlargestPantaloons store in Kankurgachi in Kolkata. Spread across 85,000 square feet, the store is the first among a series of Large format stores that will be launched across the nation. After consolidating its Fresh Fashion Positioning, Pantaloons embarked on a major expansion during the year 2006-07. In 8 cities, 11 Pantaloons stores were opened with 7 of them opening in the single month of March 2007. The total count of Pantaloons stores as on 30th June 2007stood at 31 with the total area under retail close to 1 million square feet. In order to maintain the top of the mind association with fashion in India, Pantaloons continued to
  • 27. be the title sponsor for the Femina Miss India 2007 pageant. Inaddition, Bipasha Basu and Zayed Khan were roped in as brand ambassadors in the month of August 2006. The success of this initiative was evident in the increased sales for the ‘HaldiGulal’ range as well as the ‘Svayam Utsav’ summer collection that were endorsed by Bipashaand Zayed. The private label apparel share during the year was in excess of 70 percent. The year also witnessed categories like Winter-wear and Ethnic Ladies-wear strengthening their presence in the stores. The increasing success of the store brand is evident from the fact that the store loyalty programme, Green Card, added 200,000 new members. Pantaloons will see a significant expansion during the coming year with an increase of nearly0.50 million square feet of retail space and an addition of about 15 stores. Pantaloons will look at dominating cities where it has a first entrant advantage and will scale up sizeably with larger stores, additional categories and retail formats. The year 2007-08 will witness considerable focus in the North and East regions. Delhi and the NCR area along with Punjab, Chandigarh and Ludhiana will see the next stage of expansion. Cities like Ranchi, Guwahati and Siliguri in the East will also discover Fresh Fashion.
  • 28. In 2010-2011, more Indians discovered the value of shopping in Big Bazaar. And with the launch of each store, we discovered more value in terms of operational efficiency. Big Bazaar launched 27 new stores in 22 cities, covering over 1.40 million square feet. As of June 2010, there were planning to have 300 Big Bazaar stores across 100 cities. While Big Bazaar continued to expand in the large cities, it also tapped consumption potential in smaller cities like Agra, Allahabad, Coimbatore, and Surat, Panipat, Palakkad, Kanpur and olhapur. The year under review also witnessed realigning of business teams with shared experience in category management, sourcing, front-end operations and business planning. In addition, separate teams have been formed to look into all aspects of new store launches and to manage mature stores. This provides more flexibility and focus in expansion plans.
  • 29. The increase in SKUs in existing categories and the introduction of new categories encouraged the opening of larger stores or Super Centres, measuring 100,000 square feet or more. There are now 5 Big Bazaar Super Centres. Considering this scale of expansion, technology plays a significant facilitating role. The introduction of SAP in 2005-06 and its roll out during the year positively impacted the business. Big Bazaar has initiated the process of Auto Replenishments Systems, thus improving Operational efficiencies and productivity. The company has also rationalized nearly 250 vendors through better vendor management in terms of potential to expand, and for inclusion and upgradation to the online B2B platform. The company plans to open over 60 stores across India in FY 2010-11, and the opening of the 100th Big Bazaar store will mark the fastest ever expansion by a hypermarket format.
  • 30. FOOD BAZAAR Based on the company’s in-house consumer data and research, and in cognizance with observations on customer movements and the shopping convenience factor, Food Bazaar has initiated certain refurbishments and layout design across all stores. The intention is to continuously change with the times and demands of the evolving Indian consumer. Food Bazaar also witnessed healthy expansion during the year 2010-11, making its presence felt in nearly 26 cities and adding 40 stores during the year under review. The total count of Food
  • 31. Bazaars as on 30th June 2007 stood at 86 stores. The year under review witnessed the company’s private label programme gaining significant traction. The brands have been very competitive visà- Vis the established brands in quality and price terms, and have in fact scored better than national or international players in certain categories. The share of private labels as a percentage of total Food Bazaar revenues has increased significantly and comprises nearly 50 merchandise categories. While Fresh & Pure brand entered categories like cheese slices, frozen peas, honey, packaged drinking water and packaged tea, the Tasty Treat brand received very favorable response in new categories like nankeens and wafers. In the home care category, Care mate launched aluminum foil and baby diapers while Clean mate launched detergent bars and scrubbers. A new format ‘BB Wholesale Club’ was launched and 4 such stores have been opened so far. To be managed by Food Bazaar from the ensuing financial year, this format sells only multipacks and bulk packs of a select range of fast moving categories and caters to price sensitive customers and smaller retailers. The company has also forged tie-ups with established companies like ITC, Adanis, DCM Group, USAID and other farm groups in Maharashtra and Madhya Pradesh to source directly from them. These alliances are expected to drive efficiencies as well as bring better products to consumer’s .By the end of FY 07-08, the total number of Food Bazaar stores is expected to be 200.
  • 32. Future ideas Discovering new opportunities Future Ideas is the Innovation, Design & Incubation cell within Pantaloon Retail that stems from the core proposition - ‘Protecting and preserving the soul of a small business or
  • 33. Enterprise within a large organization.’ Future Ideas deals with the whole aspect of idea creation, scenario planning activities, alternate approaches to an issue, providing Varied outcomes and solutions to a problem and handholding the activity till its success parameters are satisfied. A unique initiative in corporate India, Future Ideas rests on a tripod that can be classified as Innovation driven, Design Management approach and an Incubation chamber, each with its own uniqueness, yet with common objectives. The Design Management team looks at each observation made by the Innovation team, and brainstorms by using a collaborative and holistic approach. The resultant ideas are then nurtured within the Incubation cell. The Incubation team comprises of business teams, mentored by the Innovation and Design teams. They are people who are released from their original businesses or concepts and made part of the entire ideation process at Future Ideas. They remain at Future Ideas till project completion stage when the success parameters for running the business are met. Future Ideas draws inspiration for most of its activities and projects, keeping in mind the new genre of aspirational Indians. At any point of time Future Ideas would work on about 20 varied Projects within the Future Group. Some of the formats that are now being incubated by this team include Top10, Depot, Star & Sitara and Talwalkars’ Fit & Active. The team is also working on ideas around small format nofrills Stores, rural retailing, fashion for the masses and on projects involving women and self-help groups.
  • 34. Future Group plans 900 KB's Fair Price Future Group is planning to open about 850 to 900 KB’s Fair Price shops. The locations have yet not been finalized, but the retailer shall expand in the same market clusters it has a presence in. In an exclusive interview with India Retailing , Damodar Mall, group customer director at Future Group stated, "We will expand KB’s Fair Price shops in select towns. First, it will be a concentrated approach in the markets we are already present in — Delhi, Mumbai and Bangalore." Denying recent media reports on closure of a number of KB’s Fair Price stores, Mall stated, "The report was incorrect. KB’s Fair Price is a business model where, we will keep churning old localities and getting into new ones. If we have closed one store in a locality, we have opened another in the same catchment." "We have mapped 850 to 900 KB's Fair Price shops. The model is low-cost and revenues from these stores have been the highest among all the modern trade players in the neighborhood space. The model is viable and a part of our expansion plans," Mall informed. Further informing on Future Group's plans on its format — Big Bazaar — Mall informed that the company is targeting a total number of 350 Big Bazaar stores, although the timeline is not yet decided. At present there are around 120 Big Bazaar stores in India, present across 67 cities of the country. —
  • 35. Discovering new segments
  • 36. Depot, in many cities, is the first modern retailer in books and music and the response has been overwhelming. The core differentiators of Depot are its young, colorful and vibrant stores, strong regional range, affordability and a private label publishing program – Depot Exclusives. In its first year of operation, Depot has launched 6 stand-alone stores and 50 cut-ins.
  • 37. Along with its expansion in major cities, Depot debuted in smaller towns like Rajkot, Vadodara, Haldia, Thrissur, Palakkad and Tiruvanantharam. The Depot Exclusives (released solely in Depot) catalogue expanded rapidly with over 100 titles across genres like children’s books, cookery, regional literature etc. Reputed authors/ imprints like Nita Mehta and Sanjeev Kapoor in cookery, Disney in children’s books etc., have been associated with the company. Depot has also tied-up with the UK based publisher of children’s books, Small World, to co-publish a series of toddlers’ interactive books. In FY 2007-08, the total Depot footprint should cross over 100 stores. The Health, Beauty & Wellness business opened 35 new outlets in the beauty products, services and holistic health care formats Multiple formats operate in this segment, including Tulsi, the pharmacy chain and Star & Sitara, the beauty products cut-ins and Star & Sitara Salons. The largest format, Beauty Free offers unique combination of products, services and holistic health Offerings. To capture the increasing consumption spend on wellness and preventive health care, the joint venture between Pantaloon Retail (I) Limited and Talwalkar Better Value Fitness opened its first‘ Talwalkars Fit & Active’ health centre at Orchid City Centre, Mumbai in April 2007. Spread over 5,200 square feet, it is the country’s first health centre to offer health, fitness and gym .Services within a modern retail and consumption environment. The venture is also looking at innovative value added offerings in the fitness space as well asdeveloping a Spa model for the Fit &Active brand across the country, by increasing its presence to nearly 50 such centers in the near future.
  • 38. LINE OF BUSINESS Line of Business Sub Department under the Brand BB-Fashion BF-Children’s BIG BAZAAR BF-Kids Acc BIG BAZAAR BF-Ladies BIG BAZAAR BF-Ladies Acc BIG BAZAAR BF-Men’s BIG BAZAAR BF-Men’s Acc BIG BAZAAR BB-GM-Fashion Fashion Accessories BIG BAZAAR Footwear BIG BAZAAR GF-Luggage BIG BAZAAR GF-New Business BIG BAZAAR GF-Sport Goods BIG BAZAAR GF-Toys BIG BAZAAR BB-GM-Home ware GH-Home décor BIG BAZAAR GH-Household Crockery BIG BAZAAR GH-Household Plastic BIG BAZAAR GH-Household Utensil BIG BAZAAR Beauty & health SS-Personal Grooming BIG BAZAAR One Mobile (communication ) CM-Accessories ONE MOBILE CM-Carriers ONE MOBILE CM-Hardware ONE MOBILE Cure &care CC-Non Prescription SIS CC-Prescription SIS Depot DP-Book DEPOT DP-Multimedia DEPOT
  • 39. DP-Stationery DEPOT Electronics EE-Cd&e Accessories HOME BAZAAR EE-Computer &Acces HOME BAZAAR EE-Consumer Durable HOME BAZAAR EE-Electronics HOME BAZAAR EE-Personal Electro HOME BAZAAR Food Bazaar FB-Chef Zone FOOD BAZAAR FB-Chill Station FOOD BAZAAR FB-Fabricleen FOOD BAZAAR FB-Fruits & Vegetable SIS FB-Golden Harvest FOOD BAZAAR FB-Head to toe FOOD BAZAAR FB-Hungry kya FOOD BAZAAR FB-Spic N Span FOOD BAZAAR Furniture FR-Furniture HOME BAZAAR Home Fashion Home Fashion HOME BAZAAR Home Improvement HI-Carpentry HOME BAZAAR HI-Electricals HOME BAZAAR HI-Improvement HOME BAZAAR Lootmart Ladies BIG BAZAAR Mens BIG BAZAAR Mens Accessories BIG BAZAAR Navras NR-Precious Jewels Navras SIS BB SIS Fashion Accessories SIS
  • 40. SWOT Analysis STRENGTHS  Thorough understanding of the needs of Indian consumers.  Vast range of products under one roof.  Benefit of being pioneer in the Indian retail industry.  Superior quality goods are available at reasonable prices.  Fast growing Indian middle class with reasonably good purchasing power.  It has a good brand name. WEAKNESSES  High cost of operation due to large fixed costs.  Very thin margin of profit  High attrition rate of employees.  Stiff competition from traditional (unorganized sector)
  • 41. OPPORTUNITIES  Potential rural markets.  Can enter into production of various products due to its in depth understanding of customer’s taste and preferences  Scope of expansion in smaller cities as there is a lot of opportunities.  There remains a large future scope for the retail industry in India, as incomes rise and consumption increases  The opportunity for widening the business all over India because Big Bazaar opens new stores in untapped markets, such as smaller or second tier cities such as Sangre, Belgaum and Mysore. THREATS  Government Policies encouraging the unorganized sector will affect adversely the big players.  High taxes in India suppress consumption  Smaller specialty shops and informal shops are sometimes able to avoid taxes, offering lower total prices to customers.
  • 42. INTRODUCTION TO MARKETING THE MARKET The concept of market is very important in marketing. P.Kotler defines a market as an area for potential exchanges. Thus a market is a group of buyers and sellers interested in negotiating the terms of purchase or sale of goods or services. MARKETING: Marketing consists of a set of principles for choosing target markets, identifying consumer needs developing wants, satisfying products and services and delivering value to customers and profit to the company. Thus marketing comprises an integrated system of business activities in order to plan, price, promote, and distribute goods and services to meet consumer needs within the limit of society. Definition of marketing:
  • 43. P.Kotler defines marketing as a set of human activities directed at facilitating and consummating exchanges. The essence of marketing is exchange of products and the transaction is to satisfy human needs and wants. Importance of marketing: Marketing is recognized as the most significant activity in our society. Our life styles are continuously affected by a wide range of marketing activities. Marketing alone can put goods and services we want and need at our doorsteps. Marketing is a vital connecting link between producers and consumers. Marketing is directly responsible to maintain the equilibrium between mass production and mass consumption. MARKETING STRATEGY PROCESS FOLLOWED Segmentation, targeting and positioning together comprise a three stage process. A. Determine which kinds of customers exist, b. Select which ones we are best off trying to serve,
  • 44. c. Implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way. 1. SEGMENTATION: Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In general, it holds true that “You can’t be all things to all people,” and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. Several different kinds of variables can be used for segmentation:- 1. Demographic variables essentially refer to personal statistics such as income, gender, education, location (rural vs. urban, East vs. West), ethnicity, and family size. Campbell’s soup, for instance, has found that Western U.S. consumers on the average prefer spicier soups—thus, you get a different product in the same cans at the East and West coasts.
  • 45. 2. Another basis for segmentation is behavior. Some consumers are “brand loyal”—i.e. they tend to stick with their preferred brands even when a competing one is on sale. 3. One can also segment on benefits sought, essentially bypassing demographic explanatory variables. Some consumers, for example, like scented soap (a segment likely to be attracted to brands such as Irish Spring), while others prefer the “clean” feeling of unscented soap (the “Ivory” segment). Some consumers use toothpaste primarily to promote oral health, while another segment is more interested in breathe freshening. 2. TARGETING: In the next step, we decide to target one or more segments. Our choice should generally depend on several factors:- First: How well are existing segments served by other manufacturers? It will be more difficult to appeal to a segment that is already well served than to one whose needs are not currently being served well. Secondly: How large is the segment, and how can we expect it to grow? Thirdly:
  • 46. Do we have strengths as a company that will help us appeal particularly to one group of consumers? 1. Big Bazaar targets higher & middle class customers. 2. Big Bazaar specifically targets working women and home makers who are the primary decisions maker. It is part of Big Bazaar’s new Guerrilla Marketing Strategy. 3. POSITIONING: Positioning involves implementing our targeting. Big bazaar is positioning to its targeting customer, middle class by giving discount offers, working women by monthly saving bazaar and home makers by providing a wide range of food, non-food, fruits and vegetable. MARKETING MIX Main Aspects of Marketing Mix:
  • 47. The easiest way to understand the main aspects of marketing is through its more famous synonym of "4Ps of Marketing". The classification of four Ps of marketing includes marketing strategies of product, price, placement and promotion. The following diagram is helpful in determining the main ingredients of the four Ps in a marketing mix. PRODUCT: In simpler terms, product includes all features and combination of goods and related services that a company offers to its customers.
  • 48. Product is the most important aspect of marketing mix for manufacturers because products are the market expression of the company's productive capabilities and determine its ability to link with consumers. So product policy and strategy are of prime importance to an enterprise, and product decisions dictate the scope and direction of company activity. Moreover, the market indicators such as profits, sales, image, market share, reputation and stature are also dependent on them. PRICING: Pricing is basically setting a specific price for a product or service offered. In a simplistic to the concept of price as the amount of money that customers have to pay to obtain the product. Setting a price is not something simple. Normally it has been taken as a general law that a low price will attract more customers. It is not a valid argument as customers do not respond to price alone; they respond to value so a lower price does not necessarily mean expanded sales if the product is not fulfilling the expectation of the customers Generally pricing strategy under marketing mix analysis is divided into two parts: price determination and price administration. Price determination is referred to as the processes and activities employed to arrive at a price for a product including
  • 49. consideration of relative prices of products within the same line, and differences in price for similar products of differing grades and qualities. Price administration is referred to as the activities involved in fitting basic prices to particular sales situations such as geographic locale, functions performed by customers, position of distribution channel members or special sales situations. PLACEMENT: Placement under marketing mix involves all company activities that make the product available to the targeted customer while planning placement strategy under marketing mix analysis,
  • 50. companies consider six different channel decisions including choosing between direct access to customers or involving middlemen, choosing single or multiple channels of distributions, the length of the distribution channel, the types of intermediaries, the numbers of distributors, and which intermediary to use based on the quality and reputation . PROMOTION: Promotional strategies include all means through which a company communicates the benefits and values of its products and persuades targeted customers to buy them. The best way to understand promotion is through the concept of the marketing communication process. Promotion is the company strategy to cater for the marketing communication process that requires interaction between two or more people or groups, encompassing senders, messages, media and receivers Limitation of Marketing Mix Analysis (4Ps of Marketing) Despite the fact that marketing mix analysis is used as a synonym for the 4Ps of Marketing, it is criticized on the point that it caters seller's view of market analysis not customers view. To
  • 51. tackle this criticism, attempted to match 4 Ps of marketing with 4 Cs of marketing to address consumer views: Product : Customer Solution Price ; Customer Cost Placement : Convenience Promotion : Communication RETAILING: “Retailing includes all the activities involved in selling goods or services to the final consumers for personal, non-business use”. -Philip Kotler RETAIL STORE: this is a place where all the things are available under a one roof in an organized manner according to consumer needs. 1. Merchandise assortment The company was looking for a solution that would bring all of its businesses and processes together. After a comprehensive evaluation of different options and software companies, the management at Pantaloon decided to go in for SAP.
  • 52. Some of the qualities of SAP retail solutions are that it supports product development, which includes ideation, trend analysis, and collaboration with partners in the supply chain; sourcing and procurement, which involves working with manufacturers to fulfill orders according to strategic merchandising plans and optimize cost, quality, and speed– variables that must be weighted differently as business needs, buying plans, and market demand patterns change; managing the supply chain, which involves handling the logistics of moving finished goods from the source into stores and overseeing global trade and procurement requirements; selling goods across a variety of channels to customers, which requires marketing and brand management; managing mark-downs and capturing customer reactions, analyzing data, and using it to optimize the next phase of the design process. 2. Visual merchandising Visual merchandising supports:- A. sales B. retail strategies C. communicates with customers D. communicates image
  • 53. E. supports retailing trends. Visual merchandising includes:- A. Interior merchandising It includes danglers, signage, standees, distribution of pamphlets, which gives details about the offers. Display, point of purchase, fixture, equipment and furnishing of store layout Products packaging and label B. Exterior merchandising Advertisement on popular entertainment channels like Star Plus, Sony, Set Max, and Star One. Road shows carried out by the Big Bazaar staff with announcements about the offer to make people aware. Newspaper ads in almost all the local dailies like The Times of India, on different days during the period of the offer.
  • 54. RETAIL PROMOTION MIX ADVERTISING: Advertising is recognized as an indispensable tool of promotion. It has acquired a lot of significance in the national and international markets. With the advent of globalization and liberalization its imperativeness in the Indian retail sector has increased as a result of competition, latest technologies, and the rapidly changing consumer lifestyles. A. Objectives of Advertising: Fundamental objective: To sell something –a product, service or an idea. Major Objectives: 1. To promote a new product. 2. To warn the public against imitation of the retailer’s product. 3. To manage competition in the market. B. Benefits of Advertisements:
  • 55. 1. Advertisement helps in creating awareness among the customer about the existence, price, and availability of product. 2. Increases the utility of existing products. 3. It educates customer about new product and their diverse uses. C. Types of advertising: Informative Advertising: Purchases of durable products are generally erratic and often too expensive to buy, so the retailer spends a huge amount on informative advertising. Classified Advertising: It refers to messages, which are placed under specific headings and columns in various magazines and newspapers. 2. PROMOTION: Promotion can be loosely classified as "above the line" and "below the line" promotion. The promotional activities carried out through mass media like television, radio, newspaper etc. is above the line promotion. The terms ‘below-the-line-promotion’ refers to forms of non- media communication, even non-media advertising.
  • 56. Some of the examples of BTL promotions are by exhibitions, sponsorship activities, public relations and sales promotions like giving free gifts with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later etc. DISCOUNT DAYS: To increase the sale retail stores has started various discount offer days. As big bazaar is concern it has big days, PAHLI TARIKH, Wednesday Bazaar, monthly saving bazaar, power of ten. 3. PERSONAL SELLING: Persuasive communication between a representative of the company or promoter and one or more prospective customers, designed to influence the person's or group's purchase decision. 4. PUBLICITY OF PRODUCT: Publicity non-personal communication in news story form about an organization, its products or both, that is transmitted through a mass medium at no charge. 5. PUBLIC RELATION: Public relation is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its target customers
  • 57. INTRODUCTION TO THE OWN BRANDS There are various kind of product which are available in the Big Bazaar store around the country the product range are very good which has been appreciated by the customer of various class creed
  • 58. and culture, apart from the product which is available in the store big bazaar processes a very wide range of product of variety of range for the customers, basically this product are the owm product of the big bazar. These product does not differentiate from the best players of that category in the market the prices of this product are relatively low as compare to the other competitors in the market also the quality is up to the mark to challenge the best players in the market this product are , TASTY TREAT CLEAN MATE CARE MATE SACH JOHN MILLER DISNEY PREMIUM HARVEST EKTAA PUNYA This is the basic own product which a normal big bazar store possesses.
  • 59. Apart from having a wide range of product with a relatively low price with a improve quality to match the standard of the competitors in the market still the sales of own brand contribution in the overall sales figure is just 5 to 6 %. While you take the example of Wal-Mart which is not yet present in the Indian market have a very high contribution of their own product in there sales figure it is almost 70–80 %. PROBLEM FACING FOR THE OWN BRAND PROMOTION CUSTOMER AWARNESS LACK OF PROMOTIONAL ACTIVITY LACK OF KNOWLEDGE OF THE PROMOTERS AND THE STAFFS ATTRACTIVE PACKAGING IN EFFECTIVE USE OF THE CSD ANNOUNCEMENT CUSTOMER KNOWLEDGE REGURDING THE PRODUCT
  • 60. POOR IN STORE DISPLAY LACK OF INTERACTION REGARDING THE COMPLAIN OF THE CUSTOMER FEED BACK OF THE CUSTOMER REGARDING THE PRODUCT QUALITY THE LIKE AN DISLIKE REGARDING THE PRODUCT RESEARCH METHODOLOGY Technology and customers tastes and preferences play a vital role in today’s generation. Research Methodology is a set of various methods to be followed to find out various information regarding market strata of different products. Research Methodology is required for every industrial service industries for getting acquire knowledge of their products. PERIOD OF STUDY:
  • 61. This study has been carried out for a maximum 30 days. AREA OF STUDY: The study is exclusively done in the area of marketing. It is a process requiring care, sophistication, experience, business judgment and imagination for which there can be no mechanical substitutes. This study was done in big bazaar which is situated in bansankari, Bangalore. DATA: The term data refers to groups of information that represent the qualitative or quantitative attributes of a variable or set of variables. Data are typically the results of measurements and can be the basis of graphs, images, or observations of a set of variables. Data are often viewed as the lowest level of abstraction from which information and knowledge are derived. Raw data refers to a collection of numbers, characters, images or other outputs from devices that collect information to convert physical quantities into symbols that are unprocessed. DATA COLLECTION: PRIMARY DATA: Data is collected from various customers through personal interaction. Data is collected by survey, formal discussion and observation with different respondents. SURVEY METHOD: Data are usually collected through the use of questionnaires. The data is collected by mean of simple survey done in the retail store of the customers.
  • 62. OBSERVATION OF CONSUMER: Observation of customers is often a powerful tool. Looking at how consumers select products may yield insights into how they make decisions and what they look for. Observing consumers, tells about:- What is he looking in the product? Is he brand loyal? Is he more or less price sensitive? Is he more interested in packaging, manufacturing, etc. Observation may help us determine how much time consumers spend comparing prices, or whether nutritional labels are being consumer. SECONDARY DATA: Secondary data was collected through internet sources, research papers, and published reports by various institutions. RESEARCH DESIGN – The research work is exploratory in nature, and is meant to provide the basic information required by research objectives. It is a preliminary study based on primary data and the findings can be consolidated after a detailed conclusive study has been carried out
  • 63. LIMITATION Preparation of a project report and concluding a research is a whole process which is carried out in a number of steps. Therefore throughout the whole process of research there are a number of difficulties encountered by researcher, at every step. In the present study we may assume following limitation.  Data don’t represent entire population behavior.
  • 64.  It is very difficult to measure perception by means of mathematical calculation.  This research was done in Bangalore city only hence this Conclusion is valid only for Bangalore.  It was assumed that respondent have the knowledge about big bazaar but if he do not have proper knowledge then result may come wrong.  The respondent view point on the study/questionnaire purely judgment and may be induced by other reasons also.
  • 65. ANALYSIS 1. WHICH NATIVE STATE DO YOU BELONG? NUMBER REGION NO OF RESPOND PERCENTAGE 1 KARNATAKA 45 45% 2 TAMIL NADU 12 12% 3 ANDRA 20 20% 4 KERALA 15 15% 5 NORTH INDIA 8 8%
  • 66. 60 50 40 Series 3 30 Series 2 Series 1 20 10 0 karnataka Tamil nadu Andra kerala North india 2. HOW MANY TIMES YOU WISIT BIG BAZAAR? NO CATOGERY NO OF RESPONSE % 1 Once in a week 10 10 2 Twice in a week 15 15 3 1 in 15 days 30 30 4 1 in a mount 43 43 5 Every day 2 2
  • 67. 3. ARE YOU AWARE OF THE FOLLOWING BRANDS? 1. TASTY TREAT 2. CLEAN MATE 3. CARE MATE 4. SACH 5. JOHN MILLER 6. DISNEY 7. PREMIUM HARVEST
  • 68. 8. EKTAA 9. PUNYAA 10. FRESH AND PURE AWARENESS OF THE PRODUCT DON’T KNOW TASTY TREATE CLEAN MATE SACH JOHN MILLER DISNEY PREMIUM HARVEST EKTAA PUNYA FRESH AND PURE 4. HAVE YOU BROUGHT ANY OF THE PRODUCTS BEFORE? TASTY TREAT CLEAN MATE CARE MATE SACH JOHN MILLER DINEY PREMIUM HARVEST
  • 69. EKTAA PUNYAA FRESH AND PURE PURCHASE OF THE PRODUCT NO JOHN MILLER TASTY TREATE 4thCLEAN MATE Qtr CARE MATE PREMIUM HARVEST EKTAA SACH DISNEY FRESH AND PURE NO PRODUCT NO OF % RESPONSE 1 DON’T 47 47 KNOW 2 JOHN 21 21 MILLER 3 TASTY 10 16 TREAT 4 CLEAN MATE 9 9 5 CARE MATE 3 3 6 PREMIUM 4 4
  • 70. HARVEST 7 EKTAA 4 4 8 SACH 3 3 9 DISNEY 2 2 10 FRESH AND 1 1 PURE 5. WHICH ONE OF THESE YOU LIKE? 1. TASTY TREAT 2. CLEAN MATE 3. CARE MATE 4. SACH 5. JOHN MILLER 6. DINEY 7 .PREMIUM HARVEST 8 EKTAA
  • 71. 9. PUNYAA 10. FRESH AND PURE NO PRODUCT NO OF % RESPONSE 1 DON’TLIKE 40 30 2 JOHN 20 20 MILLER 3 TASTY 15 20 TREAT 4 CLEAN MATE 14 13 5 CARE MATE 3 3 6 PREMIUM 4 4 HARVEST 7 EKTAA 4 4 8 SACH 3 3 9 DISNEY 2 2 10 FRESH AND 1 1 PURE
  • 72. ACKNOWLEDGEMENT OF THE PRODUCT DON’T LIKE JOHN MILLER TASTY TREATE CLEAN MATE CARE MATE PREMIUM HARVEST EKTAA SACH DISNEY FRESH AND FURE 6. WHAT ATTRACT YOU TO BUY THE PRODUCT? 1. QUALITY 2. PRICE 3. PACKAGING 4. IN STORE DISPLAY
  • 73. NO CATEGORY NO OF RESPONSE % 1 QUALITY 10 10 2 PRISE 70 70 3 PACKAGING 15 15 4 IN STORE 5 5 DISPLAY
  • 74. 7. WHICH ONE OF THESE YOU WILL LIKE TO PUSCHASE AGAIN? 1. TASTY TREAT 2. CLEAN MATE 3. CARE MATE 4. SACH 5. JOHN MILLER 6. DISNEY 7. PREMIUM HARVEST 8. EKTAA 9. PUNYAA 10. FRESH AND PURE NO PRODUCT NO OF % RESPONSE 2 JOHN 20 20 MILLER
  • 75. 3 TASTY 45 15 TREAT 4 CLEAN MATE 15 14 5 CARE MATE 3 3 6 PREMIUM 4 4 HARVEST 7 EKTAA 10 4 8 SACH 3 3 9 DISNEY 2 2 10 FRESH AND 3 1 PURE CUSTOMER PREFERENCE JOHN MILLER TASTY TREATE CLEAN MATE CARE MATE PREMIUM HARVEST EKTAA SACH DISNEY FRESH AND PURE
  • 76. 8. WHICH ONE OF THESE YOU WILL LIKE TO SEE FURTHER IMPROVEMENT? 1. QUALITY 2. PRICE 3. PACKAGING 4. IN STORE DISPLAY N CATEGORY NO OF RESPONSE % O 1 QUALITY 70 70 2 PRISE 10 10 3 PACKAGING 15 15 4 IN STORE 5 5 DISPLAY
  • 77. 80 70 60 50 Series 3 40 Series 2 30 Series 1 20 10 0 QUALITY PRISE PACKAGING IN STORE DISPLAY CONCLUSION
  • 78. AND RECOMMENDATIONS Conclusions followed by recommendations form the basis of the report more solid. The conclusion proves the analysis that is carried out in the report and on the basis of these conclusions, recommendations are given. During the course of the study it was found that big bazaar is lacking popularity due to the less concentration on the management of customer data base. In the survey and analysis it was found that the Buying Behavior of the customers depends on variety of factors like Need, Cost, Quality, Durability, Product range and some other factors. Advertisements  The organization should also concentrate upon the Advertisement strategies and should come up with the innovative ads.
  • 79.  Name recall amongst the Consumer Categories is low because of less frequency of the TV advertisements.  The organization should have customer data base so that information about offers can be conveyed to the customer and customer segregation can also be done.  The Retailing industry is booming. In order to tap the potential market, the Company can advertise in a magazine named like ‘Daily news record’. This will help in showcasing the products of the magazine. This can add an extra spice to sales  In store display and the use of the colours full display of the product should be increase  Banshankari Big bazar have a very good plus point regarding the place that the store contains compare to the other stores in the city the effective use of the store should be done effectively ,by using some portion of the place for fun activity and regarding the fun and game it will also help to promote the own brand . Example the game should me in the name of tasty treat or clean mate or care mate it helps the customer to know the product.  Using of clown of the name of the product this will help in the awareness of the customer in the product this will help to increase the awareness regarding the product  Giving free samples in the place of fun and game PLACE  The place of the banshankari big bazar consists of 50,000 square feet will is quite good compare the other stores of big bazaar in the town the place management of the store and there display has to be done systematically that is the entrance the crowded place should be effectively manage .
  • 80.  The display of the own brand must be in proper place to be get notice by the customers .In place of the entrance in crowded place to get the proper view by the customers  The back side of the bill should be used for the purpose of the promotion of the own brand promotion  The plastic carry bag of the big bazar should also be used for the promotional activity of the home product  Effective use of the csd for announcement of the name of the product to get notice by the customers  Separate card in the name of (MAGIC CARD) for the purchase of own brand product only PRODUCT  Though the products of the big bazaar is relatively good compare to the leading product players in the market people are not will to take it because of their poor packaging and poor display in the store and also the awareness by the customer PRISE  Company should focus on their Price. It should know the competitors price and according to that there should be a proper action to decide the price and discount offers.  Though the prize of the product is relatively less compare to the other brand but people are not willing to buy because of the lack of knowledge by the customer
  • 81. CUSTOMER SERVICES  On the weekends mostly, there is long queue for the billing which takes a huge time so there should be an increment in the number of cash counters.  From the analysis it is clear that more than 50% customers live within 5km area, so if it possible big bazaar should increase its home delivery distance.  On the business days again it is seen that there is a queue in front of lift so there is a need to solve the problem by using escalator or big size lifts because due to this customer do not want to go on the above floor and these floor are having high value product.
  • 82. BIBLIOGRAPHY BOOKS KOTLER PHILLIP,KELLER KELVIN INTERNET WWW.WEKIPEDIA.COM WWW.GOOGLE.COM WWW.YAHOOBUISNESS.COM WWW.REDIFFBUISNESS.COM
  • 83. http://www.business- standard.com/india/news/future-retail-to-open-60- stores-in-next-18-months/104621/on http://economictimes.indiatimes.com/news/news-by- industry/services/retailing/Future-Retail-to- open-60-stores-in-next-18- months/articleshow/6287575.cms http://www.big-bazaar.co.in/ http://www.indiasummary.com/2010/08/11/big- bazaar-5-days-maha-bachat-sale-from-big-bazaar- india-august-2010-for-independence-day/
  • 84. APENDICES QUESTIONNAIRES AWARENESS REGUARDING THE OWN PRODUCT SUDIPTO SINHA MANAGEMENT TRANIE
  • 85. DAYANANDA SAGAR INSTITUTION QUESTIONNAIRES 1. WHICH NATIVE (STATE) DO YOU BELONG? A. KARNATAKA B. TAMIL NADU C. AP D. KERALA E. NORTH INDIA 2. HOW MANY TIMES YOU VISIT IN BIG BAZAR? ONCE IN A WEEK TWICE IN A WEEK 1 IN 15 DAY 1 IN A MOUNTH EVERY DAY 3. ARE YOU AWARE OF THE FOLLOWING BRANDS? 1. TASTY TREAT 2. CLEAN MATE 3. CARE MATE 4. SACH 5. JOHN MILLER 6. DISNEY 7. PREMIUM HARVEST 8. EKTAA 9. PUNYA 10. FRESH AND PURE 4. HAVE YOU BROUGHT ANY OF THE PRODUCTS BEFORE? 1. TASTY TREAT 2. CLEAN MATE 3. CARE MATE 4. SACH 5. JOHN MILLER 6. DISNEY 7. PREMIUM HARVEST 8. EKTAA 9. PUNYA 10. FRESH AND PURE
  • 86. 5. WHICH ONE OF THOSE YOU LIKE? 1. TASTY TREAT 2. CLEAN MATE 3. CARE MATE 4. SACH 5. JOHN MILLER 6. DISNEY 7. PREMIUM HARVEST 8. EKTAA 9. PUNYA 10. FRESH AND PURE 6. WHAT ATTRACT YOU TO BUY THE PRODUCT? QUALITY PRISE PACKAGING IN STORE DISPLAY 7. WHICH ONE OF THOSE YOU WOULD LIKE TO PURCHASE AGAIN? 1. TASTY TREAT 2. CLEAN MATE 3. CARE MATE 4. SACH 5. JOHN MILLER 6. DISNEY 7. PREMIUM HARVEST 8. EKTAA 9. PUNYA 10. FRESH AND PURE 8. WHICH ONE OF THESE YOU WILL LIKE TO SEE FURTHER IMPROVEMENT? QUALITY PRISE PACKAGING IN STORE DISPLAY 9 -------------------- TELL US A LITTLE MORE ABOUT YOUR SELF ------ NAME…………………………………………. AGE……… SEX: M/F……………………. MOB NO…………………................ OCCUPATION…………………………............................. EMAIL ………………………………
  • 87. 10 ANY SUGGESTION? ……………………………………………………………………………………….
  • 88. THANK YOU