MARKETING DYNAMIC IN RETAIL (Summer training report)
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MARKETING DYNAMIC IN RETAIL (Summer training report)

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MARKETING DYNAMIC IN RETAIL
BIG BAZAAR Z SQ AIR MALL, KANPUR, U.P.

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  • 1. SUMMER INTERNSHIP REPORT Of PROJECT TITLEMARKETING DYNAMICS IN RETAIL SECTOR(Submitted in partial fulfillment of the requirements ofMaster of Business Administration in Retail Service) By Ran Vijay Singh Yadav Roll No. 118066880 Batch 2011-13 MBA in Retail 1
  • 2. CERTIFICATEThis is to certify that this project report entitled “MARKETING DYNEMIC INRETAIL SECTOR” submitted to IGNOU, Delhi as this internship program is abonafide record of work done by “RAN VIJAY SINGH YADAV”, a student ofFUTURE INNOVERSITY, Noida, MBA – RETAIL 2011-2013 Batch, under mysupervision at the “Big Bazaar, Z- Squire Mall Kanpur store” From “19th June 2012to 18th August 2012”. Countersigned by DATE: - 24-08-2012 (Group Head / Divisional Head)PLACE: - Future Innoversity (Designation and address) NOIDA (U.P.) 2
  • 3. DECLARATIONI RAN VIJAY SINGH YADAV, studying at Future innoversity – IGNOU (NewDelhi), having roll no.118066880 hereby declare that the project report entitled-“MARKETING DYNAMICS IN RETAIL SECTOR” is produce of mysincere effort under the guidance of Mr. PANKAJ DAS (Store H.R. of Big Bazaar zSquire Mall Kanpur), This Summer Internship Project Report is being submitted byme alone and has not been submitted to any other educational institutions for anyother purpose.DATE: - 24-08-2012 RAN VIJAY SINGH YADAVPLACE: - Future Innoversity Roll no. 118066880 NOIDA (U.P.) MBA – RETAIL 3
  • 4. ACKNOWLEDGEMENTA successful project can never be prepared by the single effort or the person to whomproject is assigned , but it also demand the help and guardianship of some conversantperson who helps in the undersigned actively or passively in the completion ofsuccessful project.I acknowledge my deep sense of gratitude to MR. ANURAG SHRIVASTAVA(DEPARTMENT MANAGER) & PANKAJ DAS (STORE HR) for providing metheir valuable guidance and constant co-operation at every step of the project. Thisproject was indeed the outcome of his clear vision and helpful attitude. Without hissupport and encouragement, the successful completion of this project would not havebeen possible.I also thank MR PARV KAPOOR(MARKETING MANAGER) & Mr.MAHENDRA(DEPATMENT MANAGER) for the help and support, and givingthe opportunity to work in the practical world and having confidence to assign me theassignments. I would like to express my special regards and thank wholeheartedly to Prof.Dr. PRIYANK AZAD & Mrs. SAUMYA TRIPATHI (AOM), FutureInnoversity.I convey my gratitude to all the staff of “Big Bazaar” for their kind co-operationthroughout my project.Finally, I would like to thank our friends and my family members for giving meconstant support and encouragement. THANK YOU ALL 4
  • 5. TABLE OF CONTENTSSr. Title Page No.No. 1 Certificate 2 2 Declaration 3 3 Acknowledgement 4 4 Industry Profile 6 5 Retail Formats‟ in India 8 6 Company Profile 10 7 Big Bazaar 13 8 Organization Structure of Big Bazaar 15 9 Marketing Elements 21 10 Finding & Recommendations 28 11 Conclusion 30 12 Methodology 31 13 Profiling a Department Manager 33 14 Graphical Analysis of Questionnaire 42 15 SWOT Analysis 54 16 Bibliography 56 17 Questionnaire 57 5
  • 6. Industry profileThe Retail scene„Retail‟ the term which is the buzzword in today‟s day to day life is not at all a newconcept and was there since the barter trade days. But the fact is that it has beenmodified, changed and has been given a new look and thus it has come under theflood-lights. Retailing includes all the activities in selling goods or services directlyto final consumers for personal, non-business use. A retailer or retail store is any business enterprise whose sales volume comesprimarily from retailing. Any organization selling to final consumers- whether it is amanufacturer, whole-seller, or retailer- is doing retailing. It doesn‟t matter how thegoods or services are sold ( in person, by mail, telephone, vending machine, or on theinternet) or where ( in a store, on the street, or in the consumer‟s home).There is no doubt that the Indian retail scene is booming. A number of largecorporate houses , Tata, Raheja‟s, Piramal‟s, Goenka have already made their forayinto this arena, with beauty and health stores, supermarkets, self-service music stores,new age book stores, every-day-low-price stores, computers and peripherals stores,office equipment stores and home/building construction stores. India‟s retailing boomis the result of rapid globalization and the recognition of being a very potentialmarket by big giants and foreign companies making the market more competitive.This has caused existing retailers to re-tailor their strategies to suit the newlandscapes. 6
  • 7. Today Indian market is a „hot cake‟ in the field of retail and is enticing enough forevery retailer to eye for a bigger piece of it. When we talk about organized retailingat present it is over 10% of country‟s GDP and around 8% of the employment. Thetrends that are driving the growth of the retail sector in India are- Rising incomes Increasing consumerism in urban area Upswing in rural consumption Low share of organized retailing Falling real estate prices 7
  • 8. Retailing Format in IndiaMalls:The largest form of organized retailing today, located mainly in metro cities, inproximity to urban outskirts ranges from 60,000 square ft. to 7,00,000 square ft. andabove. They lend an ideal shopping experience with an amalgamation of product,service and entertainment, all under a common roof. Examples include ShoppersStop, Pyramid, and Pantaloon.Specialty Stores:Chains such as the Bangalore based Kids Kemp, the Mumbai books retailerCrossword, RPGs Music World and the Times Groups music chain Planet M, arefocusing on specific market segments and have established themselves strongly intheir sectors.Discount Stores:As the name suggests, discount stores or factory outlets, offer discounts on the MRPthrough selling in bulk reaching economies of scale or excess stock left over at theseason. The product category can range from a variety of perishable/ non-perishablegoods.Department Stores:Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumerneeds. It is further classified into localized departments such as clothing, toys, home,groceries, etc.Departmental Stores are expected to take over the apparel business from exclusivebrand showrooms. 8
  • 9. Hyper marts/Supermarkets:Large self-service outlets, catering to varied shopper needs are termed asSupermarkets. These are located in or near residential high streets. These stores todaycontribute to 30% of all food & grocery organized retail sales. Super Markets canfurther be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft andlarge supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focuson food & grocery and personal sales.Convenience Stores:These are relatively small stores 400-2,000 sq. feet located near residential areas.They stock a limited range of high-turnover convenience products and are usuallyopen for extended periods during the day, seven days a week. Prices are slightlyhigher due to convenience premium.MBO’s:Multi Brand outlets, also known as Category Killers, offer several brands across asingle product category. These usually do well in busy market places and Metros. 9
  • 10. COMPANY PROFILEFuture Group, led by its founder and Group CEO, Mr. Kishore Biyani, operatessome of India‟s most popular retail formats that include Pantaloons, Big Bazaar,Central, Home Town, Ezone and Food Bazaar. While retail forms the core businessactivity of Future Group, the group has developed significant presence in consumerfinance, capital, insurance, brand development, retail media and logistics. Thegroup‟s retail formats bring in around 250 million customer footfalls every year andprovide a platform for over 30,000 small, medium and large entrepreneurs in India tosell their products and services to these customers. The group has a retail presence in85 cities and 65 rural destinat in Future Capital Holdings, a financial servicescompany, Future Ventures, engaged in operating and investing in alliedbusinesses, Future Supply Chain Limited which operates a nation-wide logistics andwarehousing network, Future Brands India Limited, a brand and intellectual propertyrights development corporation and Future Human Development Limited, aneducational and manpower training company with campuses in Ahmadabad,Bangalore and Kolkata that offers degree programs in association with IGNOU.onsand employs over 35,000 people directly. Over the years, the group has alsodeveloped successful partnerships with Indian and foreign companies. The group haspartnered with Tata Group to operate the brand T24 as a telecom service provider forits customers. It also operates rural retail chain in partnership with Godrej Group.Some of the include joint ventures includes ones with Generali, an Italy-basedinsurance major which is among the three largest insurers in the Europe, Staples Inc,the largest office stationery retailer in the world and French fashion brand, Celio. Thegroup also has exclusive brand license partnerships with leading global brands likelee cooperConverse, Callaway, Prince, Spalding and Wilson.Cooper, Converse,Callaway, Prince, Spalding and Wilson. 10
  • 11. Future Group understands the soul of Indian consumers. As one of India‟s retailpioneers with multiple retail formats, we connect a diverse and passionate communityof Indian buyers, sellers and businesses. The collective impact on business isstaggering: Around 220 million customers walk into our stores each year and chooseproducts and services supplied by over 30,000 small, medium and large entrepreneursand manufacturers from across India. And this number is set to grow.Future Group employs 35,000 people directly from every section of our society. Wesource our supplies from enterprises across the country, creating fresh employment,impacting livelihoods, empowering local communities and fostering mutual growth.We believe in the „Indian dream‟ and have aligned our business practices to ourlarger objective of being a premier catalyst in India‟s consumption-led growth story.Working towards this end, we are ushering positive socio-economic challenges.Future Group Mission and VisionGroup VisionFuture Group shall deliver Everything, Everywhere, Every time for every IndianConsumer in the most profitable manner.We shall deliverEverything,Everywhere,Every time,For every Indian consumer in most profitable manner 11
  • 12. Future Group MissionWe share the vision and belief that our customers and stakeholders shall be servedonly by creating and executing future scenarios in the consumption space leading toeconomic development.We will be the trendsetters in evolving delivery formats, creating retail realty, makingconsumption 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 uniteddetermination shall be the driving force to make us successful. Core Values of Company Indianness: -confidence in ourselves. Leadership: - to be a leader, both in thought and business. Respect & Humility: - to respect every individual and be humble in ourconduct. 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 andaction. Adaptability: - to be flexible and adaptable, to meet challenges. Flow: - to respect and understand the universal laws of nature. 12
  • 13. BIG BAZAARBig Bazaar was launched in September, 2001 with the opening of its first four storesin Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years,there are now 148 Big Bazaar stores in 80 cities and towns across India.Big Bazaar is designed as an agglomeration of bazaars or Indian markets withclusters offering a wide range of merchandise including fashion and apparels, foodproducts, general merchandise, furniture, electronics, books, fast food and leisure andentertainment sections.Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 andis now present within every Big Bazaar as well as in independent locations. A typicalBig Bazaar is spread across around 50,000 square feet of retail space. While thelarger metropolises have Big Bazaar Family centres measuring between 75,000square feet and 1,60,000 square feet, Big Bazaar Express stores in smaller townsmeasure around 30,000 square feet.Most of the Big Bazaar stores are multi-level and are located in stand-alone buildingsin city centers as well as within shopping malls. These stores offer over 200,000SKUs in a wide range of categories led primarily by fashion and food products.Big Bazaar is part of Future Group and is owned through a wholly owned subsidiaryof Pantaloon Retail India Limited that is listed on Indian stock exchanges. Big Bazaar wins its first award and national recognition. Big Bazaar and FoodBazaar awarded the country‟s most admired retailer award in value retailing and foodretailing segment at the India Retail Forum The 50th Big Bazaar store is launched in Kanpur Big Bazaar partners with Futurebazaar.com to launch Indias most popularshopping portal Big Bazaar initiates the Power of One campaign to help raise funds for the SaveThe Children India Fund 13
  • 14. About Big Bazaar Hyper martOutlet 162 outlets in India till dateParent group Future Value Retail Ltd.Owner Kishor Biyani (CEO)Founded 2001Head quarter Jogeswari, MumbaiIndustry RetailWebsite www.bigbazaar.comTag line “NAYE INDIA KA BAZAAR” 14
  • 15. ORGANISATIONAL STRUCTURE OF BIG BAZAAR 15
  • 16. PRODUCT AND SERVICESBig bazaar product are divided into two parts Food bazaar Big bazaar FOOD BAZAAR FOOD NON FOOD STAPLES FNV TASTY CLEAN GOLDEN FRESH SACH CARE MATE FB ATTA TREAT MATE HARVEST &PUREFNVUnder FnV three things are essential SOTING GREDING DISPLAY 16
  • 17. BIG BAZAAR FOOT WEAR ELECTRONICS GARMENTS LUGGAGE KNIGHT DG&J DG&J SPUNK KORYO SANSU PINK&BLUE MILIESTONE HOOD MIX & MATCH BB BTAND SHRISHTI LEE COOPERLUGGAGE MILESTONE PRE- REGULAR PURCHASE PURCHASE 17
  • 18. SERVICES T24 PAY CSD BACKT-24T-24 was launched on 18th Nov 2010 in U.P East under future group it is a mobileservice which was started by BIG BAZAAR with collaboration of TATA DOCOMOPAY BACK CARDIt‟s an INDIA‟S largest loyally program .The motive behind this was to provide moreservices to the customersOTHER SERVICES Free home delivery of electronic items. Free alteration cost 30days exchange policy Wheel chair facilities 18
  • 19. PROJECT“MARKETING DYNAMICS IN RETAIL SECTOR”MEANING OF MARKETING DYNAMICS-The pricing signals that are created as a result of changing supply and demand levelsin a given marketMARKETING DYNAMICS OF BIG BAZAAR1-MARKET ELEMENTS2-7Ps3-4Cs 19
  • 20. MARKETING ELEMENTS Innovative OOH(Out of Printing Out door home) Leafleats Richa branding Gantry Invitation cards Mall gate Cantt leverShopping bags insert Bus branding Unipolls Newspapers Mobile van Hoardings Seven P‟s of Marketing All the retail services‟ seven P‟s which are associated with Big Bazaar are:1. Product mix2.Pricing3.Place4.Promotion5.People 6.Physical evidence 7.ProcessAll seven P‟s are placed and maintained well in Big Bazaar weather it is vast anddiverse range of prducts in product mix or various promotional ways of Big Bazaar orit‟s systematic process to handle & operate working ot it‟s efficient workforce; alltake its important place in co-ordinating & processing in Big Bazaar. 20
  • 21. PRODUCT MIXApparels Food Farm Chill station Home & product personal careDenims Staples Fruits Soft drinks Shampoos& t-shirtsFabric Ready to eat Vegetables Packaged Detergents& cut piece juicesFormal wear Ready to cook Imported Milk items Soaps fruitsCasual wear International Dairy Frozen foods Liquid wash food productsParty wear Spices Ice creams CreamsEthnic wear Imported Deodorants bazaarAccessories Tea & Coffee Home CleanersUndergarments Utensils 21
  • 22. Dress materials PlasticsSarees CrockeryNight wear SundriesE-bazaar Fashion & Furniture Child care & jewellery bazaar toysTelevision sets Footwear Bazaar Living room Kids wearWashing machine Beauty care Bed room Toy bazaarPersonal care Navara Kitchen StationarymBazaar Star parivar Dining room Child careMicrowaves Meena binder Kids roomSmall appliance Been bagsRefrigerators PaintingsLaptops Decorative itemsComputeraccessoriesKitchenappliances 22
  • 23. PRICING1. Value pricing: Big Bazaar performs win loyal customers by charging fairly lowprice for a high-quality offerings. Thus it reengineering the company‟s operations tobecome low cost producers without sacrificing quality, to attract large no. of valueoriented customers. Big Bazaar practices High- low pricing, in which they chargehigh prices on daily basis and in some promotional activity they lower there pricestemporarily.2. Promotional pricing Low interest financing: Instead of cutting prices, company offers low-interestpolicies. Psychological discounting: It involves by setting up high prices then offeringthe products at substantial savings “Was Rs 359 Now at Rs 299.” Special event pricing: Big Bazaar establishes special prices on special events todraw in customers “Saal ka Sbse Bada Din”3. Differentiated pricing: Companies often adjust their price to accommodatedifference in customers, places, products, location and so on. Time pricing: in this Big Bazaar practices prices varied by season, day or hour.PLACE Potential developed areas High traffic areas Online trade Designed to look crowded Where real estate value boom is predicted 23
  • 24. 4-PROMOTION Below •Coupon ,discounts,more of the product at normalprice,gift with purchase,competition,andprizes the line Above •Giving advertisment in TV,newspaper,sms ,internet(own website which gives online shopping services) •Patnership with big flix,bigFM 92.7 the line Other promotions of Big bazaar Kitchen festival Best deal MMB(MONTHLY MAHA BACHAT 1499 ke khared par paye 2kg sugar free) Saal ke sabse sastey 5 din Haftey ke sabse sasta din-Wednesday Great Indian shopping festival. 6 DAY MAHA BACHAT. 24
  • 25. PEOPLEAn essential ingredient to any service provision is the use of appropriate staff andpeople. Recruiting the right staff and training them appropriately in the delivery oftheir service is essential if the organization wants to obtain a form of competitiveadvantage. Consumers make judgments and deliver perceptions of the service basedon the employees they interact with. Staff should have the appropriate interpersonalskills, attitude, and service knowledge to provide the service that consumers arepaying for. Many British organizations aim to apply for the Investors In Peopleaccreditation, which tells consumers that staff are taken care of by the company andthey are trained to certain standards.PROCESSRefers to the systems used to assist the organization in delivering the service.Imagine you walk into Burger King and you order a Whopper Meal and you get itdelivered within 2 minutes. What was the process that allowed you to obtain anefficient service delivery? Banks that send out Credit Cards automatically when theircustomer‟s old one has expired again require an efficient process to identify expirydates and renewal. An efficient service that replaces old credit cards will fosterconsumer loyalty and confidence in the company.PHYSICAL EVIDENCEWhere is the service being delivered? Physical Evidence is the element of the servicemix which allows the consumer again to make judgments on the organization. If youwalk into a restaurant your expectations are of a clean, friendly environment. 25
  • 26. Physical evidence is an essential ingredient of the service mix, consumers will makeperceptions based on their sight of the service provision which will have an impact onthe organizations perceptual plan of the service. 26
  • 27. LEARNING’S MY LEARNING WAS DIVIDED INTO TWO PARTS MARKETING IN DOOR OUT DOOR PROMOTION PROMOTIONINDOOR PROMOTIONMPM (Merchandise presentation manual)It contains details on basics of VM basic of color theory, display and blockinggeneral guidelines. 27
  • 28. FINDING & RECOMMENDATIONThe recommendations are as follows:FOR SOP IMPLEMENTATION-In my 2 month OJT period I have leant a about a lot about SOP procedure.Actually SOP is playing a very important role in store operation. So it is verynecessary for the store to maintain each and every registers and documents accordingto SOP. DPS (discount promotion sheet) NON SALABLE STOCK REGISTER SPACE SELLING REGISTER FREE GIFT ALLOCATION REGISTER FREE GIFT ISSUING REGISTER STORE OPENING AND CLOSING REGISTER STORE LOG BOOK TROLLY BASKET REGISTER KEY MOVEMENT REGISTER INCIDENT REPORT FORM VENDOR RETURN REGISTER SCRAP REGISTER BARCODE CONTROL REGISTER 28
  • 29. Products of low demand should be placed at high footfall area and products ofhigh demand should be placed at low footfall area (but the product of high demandshould be given more space and the product of low demand should be given lesserspace). By doing so we can ensure the sale of those goods which have low demand,as the products with high demand will be sold by themselves. At the time of billing customer have to wait a lot and have to stand in alongqueue, which result in costumer irritation and some time it affect the sales also. Sothere is a need to add some more billing counter at the spaces which are unused yet. During Big sale days I noticed that hundreds of customers werewaiting on queues .The line never stop to buy a product, pay the bill, enter the store.These queues deter many customers to make a purchase, even worse enter into thestore. After selecting products, many customers were leaving their baskets within thestore. So to improve the overall sales volume and profitability of the storemanagement has to take necessary steps. As we came to know that the age group come to the store the most are from 18-25 and there are 71% of customers buy clothes occasionally, so when customers buysclothes on occasionally basis, they prefer quality and style/fashion prior to thesale/offers. So Big Bazaar should work on the variety section of Apparels. So theycan convert the young generation as their target customers for apparels. I also came to know that the shrinkage of goods should not be more than 1% In FnV dumping should not be more than 5% 29
  • 30. CONCLUSIONCon project work gave knowledge not only about retail business but alsothe consumer behavior. It also gave lessons about how culture of thelocation affects the organization working style. It showed the strategic andanalytical approach gives flying colors to the retail business.The different trainings are necessary for all kinds of job. A manager needsto know the entire work take place in the organization. The survey workgave me a chance to consult directly consumers and know their itemstaught me haw a data can give different angle to approach and make a fullproof strategy to satisfy customer. I have learnt about space management,basic need of the customer, employee motivation, stock take, dealing withcustomer and many more grass root level knowledge.This training gave me full exposure of an organization which will help mein my future job. I have known the difficulties faced by a manager andlearnt how come up with more luster.In conclusion part I want highlight about the findings of the research:One of the findings of my survey is that most of the middle income andservice class people are consider price factor and ambiance of the store.This group consumption level is also high. So for these groupsadvertisement should be maintained properly to cover the estimatedmarket share.Advertisement and promotion also have to be maintained according tothe target customer. 30
  • 31. METHODOLOGY a. The research objective b. Methods of data collection c. Limitation of the study RESEARCH OBJECTIVE:  To know the process of SOP in Big Bazaar Kanpur-3.  To know the innovative ways for customer retention.  To know the customer‟s need.  To know the catchment mapping area to promote brands.Data Collection: All the data were collected through:-Primary Data: a. Personal interview b. Questionnaire c. Tele-calling to get feedback from customerSecondary Data: a. Internet b. Book 31
  • 32. Limitation of the studyIt was quit unbalancing for me when I interviewed people. The difficultiesI faced in doing so were-  Some time the customers are hesitant to disclose their information‟s regarding monthly expenditure, address etc.  Respondent doesn‟t not fill up the questionnaires correctly as per as requirement.  Most respondent were didn‟t like to spent time in filling the questionnaire as it was immaterial to them.  Getting accurate response from the respondents is very difficult due to their inherent problems. 32
  • 33. PROFILING A DEPARTMENT MANAGER Department manager handles a particular section in store. He has certainresponsibilities towards his section. It is his responsibility to ensure that his section ismaintained properly in terms of cleanliness and hygiene, grooming of his teammembers.The process starts with store opening:ROLES AND RESPONSIBILITIES OF A DM IN STORE OPENING DM has to check if all team members are present as per schedule/daily roster. To check if dept/section is clean and well maintained. Also check no garmentson the floor are without price tags and security tag. DM to brief team member of any updates or promotional activities. DM to check grooming standards of team members DM should check if the department signage‟s are in place. DM should check Floor Movement Register (FMR) DM to follow DM checklist Every Department Manager to get an approval from the Store Manager for therequisition of the tags before placing an order to the Store Warehouse In-charge forthe tags required for his/her department. The Department Managers have to train their staff to look for any loose ordetached tags that may be lying on the floor/Trial Room. The loose or detached tagscollected to be deposited with the Warehouse In-charge. The DM to ensure that the tags are effectively used in all the section. Tagsdetached at the cash point to be collected by the personnel (Designated by the StoreManager). 33
  • 34. KEY RESPONSIBILITY AREA OF DEPARTMENT MANAGERKey Responsibility AreasCore Area Key Objectives Measure of Completion Top Line Achievement- Department Wise Achievement of Business Number of brands achievingFinancials target plan (ABP) Shrinkage control GC Tgt Ach MPM adherence VM auditCustomer Customer experience in store Mystery shopper Sale tracker compliance Internal auditProcess SOP Compliance Audit store SMT Completion of tasks Training Time spent on trainingPeople &organization Floor staff development Number of floor staff promoteddevelopment Floor staff attrition Attrition % 34
  • 35. 1 FinancialUnder the financial accept, the department managers are responsible for achieving theannual business plan (ABP), ABP consists of entire business plan for a particulardepartment of a financial year and it is divided on weekly basis. A departmentmanager plans the achievement of ABP, which includes the planning of departmenttarget and brand target.The department managers are also responsible for reducing the shrinkage, whichhelps in reducing the store losses, and increase the profitability of store.2 CustomersUnder this scope of work, the department managers are responsible for satisfaction ofcustomers in various ways. This includes the MPM adherence; MPM stands forMerchandise Presentation Module, which provided the detailed information regardingthe brand, its display. It also provided important information regarding everymerchandise and their respective unique selling point. Such type of information helpsthe fashion assistants to provide valuable information to customers so that they canmake the most appropriate buying choice.One of the other important accept of customers, is their experience in the store. Toprovide the best of the best customer experiences the department managers areresponsible for maintaining best standardof their respective department, whichincludes proper hygiene standards and grooming standards of staff3 ProcessesDepartment managers, in order to meet their task follow various processes theseprocess include the reporting, following the standard operating procedures (SOP) andSMT. The standard operating process provides detailed information regarding theprocesses, which are essential for proper store operations. 35
  • 36. 4 People & Organizational DevelopmentDepartment managers also play an important role in people and organizationaldevelopment. At peoples level a department manger provide training to itssubordinates and helps them to learn the basic working of business. This type ofknowledge provides employee a chance to get promoted internally and reach tomanagerial level. All these factor help to achieve employee satisfaction and henceresult in employee retention.This entire factor helps department managers to build a strong motivated team, whichis dedicated to achieve organization goal and add value to the system.DAILY FLOOR ACTIVITY1. SECTION WALKAROUND:This includes display of merchandise as per VM guidelines. Colors should go fromLight in front to Dark at the back. Ensure same style/ price merchandise are placedtogetherHOW IS A DM HELPFUL TO VISUAL MERCHANDISERDM gives the kind of requirements they want from VM’s sides like:-• In making signage• In maintaining color blocking• In maintaining display• In arranging the whole department properlyDM gives the VM an idea of new trends according to customer‟s preferences so thatVM can do styling and dress the mannequins according to that. 36
  • 37. 2. CHECKING MANPOWER AVALIABILITY&GROOMING STANDARDS:-It is the responsibility of a DM to ensure that adequate manpower is there in hissection especially during peak hours and if not then make arrangements for the same. Apart from checking the manpower availability the DM is also responsible for Staffmotivation. In an industry like retail this is the most important factor for success of aretail firm. It is the duty of DM to keep up the team spirits as this also has a crucialrole in the achievement of daily targets. Although staff motivation is intangible but itcan boost profits.DM is also responsible for Target distribution which is distributed to the staff ondaily basis. It is the responsibility of DM to ensure that team members have theirrespective targets. A DM has to continuously monitor his team and see whether hisefforts are moving in the right direction or not and if not then consequently takeactions.3.Checking floor hygiene:-Department Managers are responsible for the cleanliness & hygiene of the sections.Store should be neat & clean so as to match customer expectation cleanness gives apleasant shopping experience to customersINVENTORY MANAGEMENTEffective inventory management is all about knowing what is on hand, where it is inuse, and how much finished product results. Inventory management is the process ofefficiently overseeing the constant flow of units into and out of an existing inventory.This process usually involves controlling the transfer in of units in order to preventthe inventory from becoming too high, or dwindling to levels that could put theoperation of the company into jeopardy.DM has to ensure effective replenishments.On the basis of sales vs stock calculation he has to maintain sufficient inventory. 37
  • 38. ROSTER PLANNINGTeam management is one of the most important skill that the DM must possess.Through proper roster planning the DM ensures that week offs of his team membersdo not overlap. The DM can discuss with his team members as to when do they wantoffs and then he can make the roster accordingly.In case of any deviation from rosterthe team members must inform the DM so that he can make timely arrangementsTARGET NEXT WEEK:- DM gets target on a weekly basis and on this basis daily targets are allotted certainpercentage of weekly target is given on a day and the percentage of this weekly targetfor a day increases as we move from Monday to Sunday.The target is allotted not ona particular brand but the target is allotted cluster wise which is composed of four orfive brands. For eg:-Lee cooper, UMM, Ajile, Bare denim is 1 cluster. After thatindividual targets are allotted. Each and every team member has a Target card inwhich his individual targets are mentioned as to how much quantity he has to sell.The DM must make adequate efforts to meet his target. BranDate d Opening Receipts Sales Repairs Outwards Closing Stock (Physical for the for the for the for the Stock(Physical ) day day day day )System Difference Remarks Staff DM SM (Physical vsStock System) Sign Sign Sign 38
  • 39. PRODUCT FEEDBACK:On the basis of his observation from daily sales and on the basis of feedback that theDM gets from his team members he comes to know which are fast moving productsand then he discusses about the fast movers with the categoryPURCHASE ORDER(PO) GENERATION After ascertaining requirements the DM issues a purchase order. Throughcommand ME 21 N in SAP the DM makes returnable purchase order (RPO).OTHER ACTIVITIES WHICH A DM PERFORMSApart from the daily floor activity other activities which a DM performs are: One to one discussion with the store manager about expectations and objectivesetting with the ADM. Acquiring the Dept./Section status update in terms of YTDABP,achievement,GOLY,etc. Product knowledge update by going through their department specific Productknowledge videos and presentations. Cluster mapping and perk calculation. ESS functionality such as subordinate attendance regularization and approvals. ARS working and efficiency tracking. Collection wise and story wise sales tracking. Base stock calculation in terms of options and quantity. Promo efficiency tracking. In warding and out warding of stock received from RDC/MDC. In warding and out warding of stock received from vendors. GRIR process. Tracking of In transit stock. STO tracking. 39
  • 40.  Documentation involved in all the above process Green plum reports creation and analysis. Understanding of dockets and their implementation and execution. Wrong header usage report. Critical SKU tracking. Fashion Friday implementation. Basic excel functions such as V-look up, pivot creation Understanding of GC business in terms of contribution, star wise contribution,existing and new customer contribution. Acquisition and retention of GC customers. Dormant and active customersWHAT IS VM?VM is briefly define as a presentation of a store and its merchandise in ways that willattract the attention of potential customer and motivate them to make purchase BASICS OF COLOUR People buy colour Colour creates moods BASICS OF COLOUR BLOCKING Visual balanceKeep it simple Look at the display from all angles 40
  • 41. DISPLAY OF PROMOTIONS KITCHEN FESTIVAL MONTHLY MAHA BACHAT UMBRELLA DISPLAY MELA MINE BONANZA BEST DEAL COLUMSOUT DOOR PROMOTION Innovative OOH(Out of Printing Out door home) Leafleats Richa branding Gantry Invitation cards Mall gate Cantt leverShopping bags insert Bus branding Unipolls Newspapers Mobile van Hoardings 41
  • 42. Graphical Analysis of Questionnaire Gender Total %age Male 7 14% Female 43 86% 50 100% Gender 14% Male Female 86%Comments:Majority of customer who came to Big Bazaar for shopping are Females, as BigBazaar always target low price and females are always easily attracted towards lowprices. 42
  • 43. Age Group Total %age 18-25 3 6% 26-30 15 30% 31-35 11 22% 36-40 8 16% 41-50 9 18% >50 4 8% 50 100% Total 16 14 15 12 10 11 8 9 8 6 4 4 2 3 0 18-25 26-30 31-35 36-40 41-50 >50Comments:Mostly the people who came to shop in Big Bazaar are matured enough to understandthe offers. 43
  • 44. Q1. How often you visit Big Bazaar Total %age Daily 3 6% Weekly 5 10% Fortnightly 6 12% Monthly 16 32% Occasionally 20 40% 50 100% Total 6% 10% Daily 40% 12% Weekly Fortnightly Monthly Occasionally 32%Comments:Above graph clearly shows that most of the customer at Big Bazaar visitsoccasionally for their purchase and after that monthly. 44
  • 45. Q2. Were you aware about the offers before coming to Big Total %age BazaarYes 28 56%No 22 44% 50 100% Aware about the Offers before coming to BB 44% Yes No 56%Comments:As per the graph most of the customer already knows the offers before coming to BigBazaar. This shows the effectiveness of marketing tools used by Big Bazaar. 45
  • 46. Q3. How you got to know about the offers Total %agePrint Media 27 54%Electronic Media 7 14%TVCs 3 6%Other 13 26% 50 100% How you know about Offers 26% Print Media Electronic Media TVCs 54% 6% Other 14%Comments:Majority of the customer get to know about the offers by Print Media (Leaflet,Newspaper, etc.) So it shows that Print Media is much more effective media for BigBazaar. 46
  • 47. Q4. What marketing element should be used by company Total %age according to youPrint Media 32 64%Electronic Media 4 8%TVCs 2 4%Other 12 24% 50 100% Marketing Element should be used according to you 24% Print Media Electronic Media 4% TVCs 8% Other 64%Comments:As the Print Media is much more powerful for Big Bazaar, customers also wanted toget information through Print Media. 47
  • 48. Q5. Does the Marketing element used by Big Bazaar Total %age influence you to shopDefinitely Yes 19 38%Yes 17 34%Dont Know 7 14%No 5 10%Definitely No 2 4% 50 100% Marketing Element used by BB Influence you to Shop 4% 10% Definitely Yes 38% Yes 14% Dont Know No Definitely No 34%Comments:Majority of the customer get influenced to shop by the Marketing Media used by theBig Bazaar. 48
  • 49. Q6. Rate the following elements according to you1. Print Media Total %ageLeast Important 2 4%Somewhat Important 6 12%Neutral 6 12%Important 27 54%Very Important 9 18% 50 100% Print Media 4% 18% 12% Least Important Somewhat Important 12% Neutral Important Very Important 54%Comments:It is clearly showing that the Print Media which has most impact on customer, isreally important for them. 49
  • 50. 2. Electronic Media Total %ageLeast Important 3 6%Somewhat Important 16 32%Neutral 14 28%Important 12 24%Very Important 5 10% 50 100% Electronic Media 10% 6% Least Important Somewhat Important 24% 32% Neutral Important Very Important 28%Comments:As the graph shows Electronic Media is somewhat important to the customer incomparison to other media‟s. 50
  • 51. 3. TVCs Total %ageLeast Important 11 22%Somewhat Important 11 22%Neutral 15 30%Important 7 14%Very Important 6 12% 50 100% TVCs 12% 22% Least Important 14% Somewhat Important Neutral Important Very Important 22% 30%Comments:As the graph shows TVC‟s are neither important nor unimportant, it‟s neutral for thecustomer. 51
  • 52. Q7. What factors in Big Bazaar attracts most Total %ageOffers and Prices 24 48%Quality 8 16%Variety 11 22%Ambience 4 8%Customer Facilities 3 6% 50 100% Factors in BB which attracts most 30 25 24 20 15 10 11 8 5 4 3 0 Offers and Prices Quality Variety Ambience Customer FacilitiesComments:As a fact about Big Bazaar that it is known for its low prices and variety of product atone place, the graph is also supporting the fact. 52
  • 53. Q8. How much Customer Connect Activities (CCA’s) are Total %age important to youLeast Important 5 10%Somewhat Important 7 14%Neutral 11 22%Important 24 48%Very Important 3 6% 50 100% Importance of CCAs 6% 10% 14% Least Important Somewhat Important Neutral Important 48% Very Important 22%Comments:Big Bazaar always does some CCA‟s to interact with customers and customers arealso finding this activity very important. 53
  • 54. SWOT AnalysisStrength Opportunities1. Low price 1. Growing culture of Mall in India2. Good Supply Chain Management 2. More product line could be added3. Variety of products 3. Lot of potential in Rural market4. Huge offers5. Huge number of footfalls6. Good Brands available ataffordable priceWeakness Threat1. Limited billing counters 1. Competition from Wall Mart,2. High attrition rate Reliance, Jumbo, etc3. Not much offers on branded 2. Large number of people stillproducts prefer to visit nearby Kirana Stores4. Sub standard quality of product 3. May loose customers because of sub standard quality of productOTER ACTIVETIES DURING SIP FBB CUSTOMER MEET SUGAR ISSUE RAKHI PROMOTION 6 DMB 54
  • 55. CUSTOMER MEET Objectives Of Customer Meet….• Ensure all customer contact reaches an appropriate conclusion• Minimize incidences of repeat contact• Seek to provide a seamless service for customers• Provide equal and easy access to our services at a time, place and Channel that meet the needs of Customers.• Enable our customers to provide feedback easily, through Complaints, customer surveys, etc Use customer compliments, Comments and complaints to drive improvements to service• Integrate customer care into mainstream service provision. 55
  • 56. BIBLOGRAPHY1. KOTLER PHILLIP(book)2. www.futuregroup.in3. www.slideshare.com4. www.fvrl.in5. www.wikipedia.com6. http//futurebyte.in 56
  • 57. Marketing Dynamics in Retail QuestionnaireName:Age: a. 18-25 b. 26-30 c. 31-35 d. 36-40 e. 41-50 f.>50Phone No.Locality: 1. How often you visit Big Bazaar? a. Daily b. Weekly c. Fortnightly d. Monthly e. Ocassionallly 2. Were you aware about the offers before coming to Big Bazaar? a. Yes b. No 3. How you got to know about the offers? a. Printing Media b. Electronic Media c. TVC‟s d. Other 4. What marketing element should be used by company according to you? a. Printing Media b. Electronic Media c. TVC‟s d. Other 57
  • 58. 5. Does the Marketing element used by Big Bazaar influence you to shop? a. Definitely Yes b. Yes c. Don‟t Know d. No e. Definitely No6. Rate the following elements according to you? Category Least Somewhat Neutral Important Very Important Important Important Print Media Electronic Media TVC‟s7. What factors in Big Bazaar attracts most? a. Offers and Price b. Quality c. Variety d. Ambience e. Customer Facilities8. How much Customer Connect Activities are important to you? a. Least Important b. Somewhat Important c. Neutral d. Important e. Very Important 58