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Organised Retail ATL, BTL activities of marketing communication in future group & Catchment area analysis for new store establishment

Organised Retail ATL, BTL activities of marketing communication in future group & Catchment area analysis for new store establishment

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organised retail atl, btl activities of marketing communication in future group & catchment area analysis for new store establishment. organised retail atl, btl activities of marketing communication in future group & catchment area analysis for new store establishment. Document Transcript

  • Page |1 Summer Internship Project Report On ―Organised Retail ATL, BTL activities of marketing communication in future group & Catchment area analysis for new store‖ A report Submitted in partial fulfilment of the requirement for the award of the degree of Post Graduate Diploma in Management (PGDM) Batch: 2012-2014, Semester III Faculty Guidance: Prof Asok kr. Banerjee Submitted By: Somenath Ghosh Roll no: PGDM/2012/070 Institute of Engineering & Management (IEM) D-1, Sector-V, Salt lake Electronics Complex, Kolkata - 700 091, West Bengal, India. SOMENATH GHOSH (PGDM 2012-14)
  • Page |2 SOMENATH GHOSH (PGDM 2012-14)
  • Page |3 To Whomsoever It may concern This is to certify that the project work entitled “Catchment area analysis for new store establishment & Retail ATL BTL activations” is a bonafide work carried out by Somenath Ghosh (PGDM/2012/070), a candidate of the PGDM (Batch 2012-2014) Institute of Engineering and Management, Salt Lake, Kolkata under my guidance and direction. Signature Prof.AsokKr.Banerjee IEM Faculty of Management Kolkata SOMENATH GHOSH (PGDM 2012-14)
  • Page |4 DECLARATION I, Somenath Ghosh, hereby declare that the Project ―Organised Retail ATL, BTL activities of marketing communication in future group & Catchment area analysis for new store establishment” a Part of (FUTURE GROUP). It is my original work and has not been published or submitted for any degree, diploma or other similar titles elsewhere. This has been undertaken for the purpose of partial fulfilment of Post Graduate Diploma in Management (PGDM) at Institute of Engineering & Management (IEM). Date: Roll no: PGDM/2012/070 SOMENATH GHOSH (PGDM 2012-14)
  • Page |5 ACKNOWLEDGEMENT A successful project can never be prepared by the single effort or the person to whom project is assigned , but it also demand the help and guardianship of some conversant person who helps in the undersigned actively or passively in the completion of successful project. I acknowledge my deep sense of gratitude to MR. SHUVADEEP PAL (MARKETING MANAGER) for providing me their valuable guidance and constant co-operation at every step of the project. This project was indeed the outcome of his clear vision and helpful attitude. Without his support and encouragement, the successful completion of this project would not have been possible. I would like to express my special regards and thank wholeheartedly to Prof.Asok kr. Banerjee & Prof. S.N Sanyal IEM. Finally, I would like to thank our friends and my family members for giving me constant support and encouragement. THANK YOU ALL Date: Somenath Ghosh Roll no: PGDM/2012/070 SOMENATH GHOSH (PGDM 2012-14)
  • Page |6 EXECUTE SUMMARY The project was done during summer internship project for partial fulfilment of post graduate Diploma in Management (PGDM) at Future Group (East Zone). 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 two month training in an organization. This training serves the purposes of acquainting the student 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. In this two month‘s training period paper has done two projects. 1) Organised Retail ATL, BTL activities of marketing communication in future group Coordinating the store for BTL activities. Collecting various offer from category & Support the employees for promote those products. Doing the official work for ATL & BTL. 2) Catchment are analysis for new store establishment in Serampur (Hooghly) Gathering information about Store location, City Demographics & City Attractions Analysis city communication & Market Dynamics. Finding the available Media for communication. Analysis the consumer behaviour pattern. Analysis Immediate & Extended catchment. Gathering knowledge about total market & Suggested Marketing tips. SOMENATH GHOSH (PGDM 2012-14)
  • Page |7 TABLE OF CONTENTS Sr. No. Title Page No. 1 Industry Profile 8 2 Retail Formats‘ in India 9 3 Company Profile 11 4 Objectives of the research 13 5 Big Bazaar 14 6 ORGANISATIONAL STRUCTURE OF BIG BAZAAR 16 7 Marketing Elements& Catchment Analysis 22 8 Research Methodology 31 9 Graphical Analysis of Questionnaire 32 10 Recommendations 48 11 Limitations 49 12 SWOT Analysis 50 13 Conclusion 51 14 Bibliography 52 15 Annexure 53 SOMENATH GHOSH (PGDM 2012-14)
  • Page |8 INTRODUCTION RETAIL INDUSTRY IN INDIA ABSTRACT: The Retail bazaar in India is booming beyond everyone‘s expectation. The Indian Retail sector has caught the world‘s imagination in the last few years. India‘s retail growth was largely driven by increasing disposable incomes, favourable demographics, changing lifestyles, growth of the middle class segment and a high potential for penetration into urban and rural markets. The organized retail sector accounts for 5 % which is expected to grow to 10 % by the end of 2011. A number of large corporate houses like Aditya Birla , Bharti , Reliance ,Pantaloons ,Vishal ,Tata Retail, RPG, Raheja's and Piramals's have diversified to add retail to their sector portfolio. This study revolves around the opportunities and challenges faced by organized retail players in India. It was found that organized retailers see competition from the unorganized sector as their biggest challenge, followed by competition between organized retailers and the inefficiency of distribution channels, internal logistical problem and retail shrinkage. The Retail scene ‗Retail‘ the term which is the buzzword in today‘s day to day life is not at all a new concept and was there since the barter trade days.But the fact is that it has been modified, changed and has been given a new look and thus it has come under the flood-lights. Retailing includes all the activities in selling goods or services directly to final consumers for personal, nonbusiness use. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing. Any organization selling to final consumers- whether it is a manufacturer, whole-seller, or retailer- is doing retailing. It doesn‘t matter how the goods or services are sold ( in person, by mail, telephone, vending machine, or on the internet) 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 large corporate houses , Tata, Raheja‘s, Piramal‘s, Goenka have already made their foray into this arena, with beauty and health stores, supermarkets, self-service music stores, new age book stores, every-day- SOMENATH GHOSH (PGDM 2012-14)
  • Page |9 low-price stores, computers and peripherals stores, office equipment stores and home/building construction stores. India‘s retailing boom is the result of rapid globalization and the recognition of being a very potential market by big giants and foreign companies making the market more competitive. This has caused existing retailers to re-tailor their strategies to suit the new landscapes. Today Indian market is a ‗hot cake‘ in the field of retail and is enticing enough for every retailer to eye for a bigger piece of it. When we talk about organized retailing at present it is over 10% of country‘s GDP and around 8% of the Employment. The trends that are driving the growth of the retail sector in India areRising incomes Increasing consumerism in urban area Upswing in rural consumption Low share of organized retailing Falling real estate prices Retailing Format in India Malls: The largest form of organized retailing today, located mainly in metro cities, in proximity to urban outskirts ranges from 60,000 square ft. to 7,00,000 square ft. and above. They lend an ideal shopping experience with an amalgamation of product, service and entertainment, all under a common roof. Examples include Shoppers Stop, Pyramid, and Pantaloons. Specialty Stores: Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World and the Times Group's music chain Planet M, are focusing on specific market segments and have established themselves strongly in their sectors. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 10 Discount Stores: As the name suggests, discount stores or factory outlets, offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season. The product category can range from a variety of perishable/ non-perishable goods. Department Stores: Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. 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 exclusive brand showrooms. Hyper marts/Supermarkets: Large self-service outlets, catering to varied shopper needs are termed as Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food & grocery organized retail sales. Super Markets can further be classified in to mini supermarkets typically 1,000 sqft to 2,000 sqft and large supermarkets ranging from of 3,500 sqft to 5,000 sq ft. having a strong focus on food & grocery and personal sales. Convenience Stores: These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to convenience premium. MBO’s: Multi Brand outlets, also known as Category Killers, offer several brands across a single product category. These usually do well in busy market places and Metros. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 11 COMPANY PROFILE Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, operates some of India‘s most popular retail formats that include Big, Central, Home Town, E-zone and Food Bazaar. While retail forms the core business activity of Future Group, the group has developed significant presence in consumer finance, capital, insurance, brand development, retail media and logistics. The group‘s retail formats bring in around 250 million customer footfalls every year and provide a platform for over 30,000 small, medium and large entrepreneurs in India to sell their products and services to these customers. The group has a retail presence in 85 cities and 65 rural destinat in Future Capital Holdings, a financial services company, Future Ventures, engaged in operating and investing in allied businesses, Future Supply Chain Limited which operates a nation-wide logistics and warehousing network, Future Brands India Limited, a brand and intellectual property rights development corporation and Future Human Development Limited, an educational and manpower training company with campuses in Ahmadabad, Bangalore and Kolkata that offers degree programs in association with IGNOU.ons and employs over 35,000 people directly. Over the years, the group has also developed successful partnerships with Indian and foreign companies. The group has partnered with Tata Group to operate the brand T24 as a telecom service provider for its customers. It also operates rural retail chain in partnership with Godrej Group. Some of the include joint ventures includes ones with Generali, an Italybased insurance 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. The group also has exclusive brand license partnerships with leading global brands like lee Cooper, Converse, Callaway, Prince, Spalding and Wilson. Future Group understands the soul of Indian consumers. As one of India‘s retail pioneers with multiple retail formats, we connect a diverse and passionate community of Indian buyers, sellers and businesses. The collective impact on business is staggering: Around 220 million customers walk into our stores each year and choose products and services supplied by over 30,000 small, medium and large entrepreneurs and manufacturers from across India. And this number is set to grow. Future Group employs 35,000 people directly from every section of our society. We source our supplies from enterprises across the country, creating fresh employment, impacting livelihoods, empowering local communities and fostering mutual growth. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 12 We believe in the ‗Indian dream‘ and have aligned our business practices to our larger 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 Vision Group Vision Future Group shall deliver Everything, Everywhere, Every time for every Indian Consumer in the most profitable manner. We shall deliver Everything, Everywhere, Every time, For every Indian consumer in most profitable manner Future 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 determination shall be the driving force to make us successful. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 13 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 our conduct. Introspection: - leading to purposeful thinking.  Openness: - to be open and receptive to new ideas, knowledge and information.  Valuing and Nurturing Relationships: - to build long term relationships.  Simplicity & Positivity: - Simplicity and positivity in our thought, business andaction.  Adaptability: - to be flexible and adaptable, to meet challenges.  Flow: - to respect and understand the universal laws of nature. Objective of the Study Organised Retail ATL, BTL activities of marketing communication in future group Coordinating the store for BTL activities. Collecting various offer from category & Support the employees for promote those products. Doing the official work for ATL & BTL. Catchment are analysis for new store establishment in Serampur (Hooghly) Gathering information about Store location, City Demographics & City Attractions Analysis city communication & Market Dynamics. Finding the available Media for communication. Analysis the consumer behaviour pattern. Analysis Immediate & Extended catchment. Gathering knowledge about total market & Suggested Marketing tips. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 14 BIG BAZAAR Big Bazaar was launched in September, 2001 with the opening of its first four stores in 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 with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections. Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is now present within every Big Bazaar as well as in independent locations. A typical Big Bazaar is spread across around 50,000 square feet of retail space. While the larger metropolises have Big Bazaar Family centers measuring between 75,000 square feet and 1, 60,000 square feet, Big Bazaar Express stores in smaller towns measure around 30,000 square feet. Most of the Big Bazaar stores are multi-level and are located in stand-alone buildings in city centers as well as within shopping malls. These stores offer over 200,000 SKUs in a wide range of categories led primarily by fashion and food products. Big Bazaar is part of Future Group and is owned through a wholly owned subsidiary of Pantaloons Retail India Limited that is listed on Indian stock exchanges.  Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar awarded the country‘s most admired retailer award in value retailing and food retailing segment at the India Retail Forum  The 50th Big Bazaar store is launched in Kanpur  Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping portal  Big Bazaar initiates the Power of One campaign to help raise funds for the Save The Children India Fund SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 15 About Big Bazaar Hyper mart Outlet 162 outlets in India till date Parent group Future Value Retail Ltd. Owner KishorBiyani (CEO) Founded 2001 Head quarter Jogeswari, Mumbai Industry Retail Website www.bigbazaar.com Tag line ―NAYE INDIA KA BAZAAR‖ SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 16 ORGANISATIONAL STRUCTURE OF BIG BAZAAR SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 17 Board of Directors Name and Designation Age Address KISHORE BIYANI: Managing Director 45 406, JeevanVihar, ManavMandir road Mumbai – 400 006 GOPIKISHAN BIYANI: Wholetime Director 60 309, JeevanVihar, Manavmandir road Mumbai – 400 006 RAKESH BIYANI: Wholetime Director 33 308, JeevanVihar, ManavMandir road Mumbai – 400 006 SHAILESH HARIBHAKTI: Director 49 7, Firpos, 4th floor, Bulabhai Desai road, Behind Benzer, Mumbai 400 026 DARLIE KOSHY: Independent Non-Executive Director 50 NID Directors Bungalow, Paldi, Ahmadabad 380 007 S. DORESWAMY: Independent Non-Executive Director 68 33, 3rd floor, Juhu Shalimar Bldg, 10, JVPD Scheme Mumbai 400 049 SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 18 ANJU PODDAR: Independent Non-Executive Director 55 Plot 104, Prashasan N, Agar Road, No.72 Jubilee Hills, Hyderabad 500 033 BALA DESHPANDE: Nominee Director 39 Cozy Dell, 91 St. Andrews Road, Bandra West Mumbai 400 050 VED PRAKASH ARYA: Whole Time Director Chief Operating Officer 35 701, Wing A Gladioli Yari road, Versova, Andheri (West) Mumbai 400 061 ANIL HARISH: Independent Non-Executive Director 51 13, CCI Chambers, 1st floor, DinshawWacha Road, Churchgate, Mumbai-20 SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 19 PRODUCT AND SERVICES Big bazaar product are divided into two parts Food bazaar Big bazaar FOOD BAZAAR FOOD TASTY TREAT NON FOOD SACH CARE MATE FNV Under FnV three things are essential SOTING GREDING DISPLAY SOMENATH GHOSH (PGDM 2012-14) CLEAN MATE STAPLES GOLDEN HARVEST FNV FB ATTA FRESH &PURE
  • P a g e | 20 BIG BAZAAR FOOT WEAR DG&J SPUNK KNIGHT HOOD KORYO GARMENTS SANSU LUGGAGE PINK&BLUE MILIESTONE MIX & MATCH DG&J ELECTRONICS BB BTAND SHRISHTI LEE COOPER LUGGAGE MILESTONE PREPURCHASE SOMENATH GHOSH (PGDM 2012-14) REGULAR PURCHASE
  • P a g e | 21 SERVICES T24 CSD PAY BACK T-24 T-24 was launched on 18th Nov 2010 in U.P East under future group it is a mobile service which was started by BIG BAZAAR with collaboration of TATA DOCOMO PAY BACK CARD It’s an INDIA’S largest loyally program .The motive behind this was to provide more services to the customers OTHER SERVICES Free home delivery of electronic items. Free alteration cost 30days exchange policy Wheel chair facilities SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 22 PROJECT TOPICS A) Organised Retail ATL, BTL activities of marketing communication in future group B) “Catchment Area Analysis for New Store Establishment in Serampur (Hooghly)” A) Organised Retail ATL, BTL activities of marketing communication in future group RETAIL MARKETING Through the years retailing has evolved, competition has gotten stiff and therefore marketing has become more integral in the direct selling of wares. From specialty mom-and-pop shop to mass-merchants, the methods by which stores are getting their products into the hands of customers are evolving. Because customers have more choices, stores have to reach them with advertising, entice them with promotions, and secure them with branding—hence the ever-growing need for marketing in retail outlets. Advertising There are two main functions of advertisements: to sell more products, and to inform the customer. Through newspaper, TV, radio and internet advertisements, retailers can inform their customers of the sales, promotions and in-store events. Moreover, since the media is flooded with advertisements, the ability to create a more eye-catching or attention-grabbing ad directly influences sales. Stores that advertise--as opposed to those that don‘t--are kept at the top of their potential shoppers‘ mind, which can produce sales in the short and long term. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 23 In-Store Promotions Stores use promotions to prompt impulse buying behavior. A shopper may not intend to buy a product, but if there is a promotion, there is an incentive for immediate action. For example, a shopper may not need another dress shirt, but might still buy one if it is on sale. Additionally, promotions can prompt consumers to recall a product and thus instigate a purchase. Retailers also use promotional periods-- corresponding with national holidays or well-know sales times--to sell off the previous season‘s merchandise. Promotional periods spike sales, and are a way retailers can reduce the loss of unsold inventory. In-Store Atmosphere and Customer Relations Store design and consumer relationship marketing (CRM) directly affected the way customers purchase and retain goods. Things like the atmosphere, music, store layout, sales help, and post-purchase support can influence things like shopping time (the longer they shop, the more likely they are to buy), and how gratified they feel with their purchase. The more content a buyer is with their shopping experience, the more likely they are to buy merchandise, and the less likely they are to return it. Branding Retail Outlets It is necessary for retailers to develop their brand in order to stand out amongst the many other stores. With local boutiques, specialty stores, department stores, mass-merchants and internet stores, customers have more choices when it comes to buying. There is competition within each category, and competition between categories. For example, a local boutique selling dress shirts is competing with other local boutiques, and also with the mass-merchant who might be selling dress shirts at a cheaper price. It is therefore necessary for the boutique to create a brand position that a customer can identify with, to keep them loyal. Private Labelling Solidifying a retail brand‘s private label is the apex of the retail marketing evolution--and the most recent trend in high-end retailing. This is not a new concept for low- to mid-priced retail outlets, as everything from food to raincoats have been put under their brand's name. But what's new is stores that build their brand to the point where they can sell merchandise at a premium price. Doing so is more cost effective: they can reduce the costs associated with buying other brand names, source cheaper goods from private manufacturers and reap higher profits. As an added bonus, stores benefit from consumer loyalty to their stores and their products. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 24 Salespeople Personal selling is a more direct approach to marketing. Retailers that sell higher-end products or promote themselves as tops in service often employ more active sales personal. Companies that sell higher-end products often have to rely on salespeople to help customers understand the benefits of paying more for better value. Salespeople can also make add-on or cross-sales for more revenue. Big bazaar& Marketing ATL –Above The Line activities HO &ZO decides Done for Branding, awareness, reaching to the masses…common for the entire country/Zone SOMENATH GHOSH (PGDM 2012-14) BTL –Below The Line activities ZO &Store decides Done for emotional connect…reaching to a niche…differs from city to city
  • P a g e | 25 What is ATL & BTL? Above the line (ATL): ATL refers to promotional activities done at macro level. It is done at national, regional or at bigger territory level and mass audience is covered in this type of promotion. A brand image is created about the company and its product. Media such as television, cinema,radio,newspaper, and magazines are used to create an impact about the company and its product. ATL communication is more of conventional in nature. Reach Consumer Above The Line Rating Frequency Brand Awareness Press ATL Radio News paper Magazines Outdoor Below the line (BTL): BTL Below The Line Contextual text ads Vertical banners Email marketing Telemarketing Hor. Banners Social media Events SOMENATH GHOSH (PGDM 2012-14) Cost per conv. Quantifiable leads New customers Real matric Consumer BTL communication is unconventional in nature, done at micro level and forms part of nonmediacommunication. Measure include direct mailing, distribution of flyers,brochures, and usage of sponsorships, public relations,tele-marketing and point of sale.
  • P a g e | 26 B) “CATCHMENT AREA ANALYSIS FOR NEW STORE ESTABLISHMENT IN SERAMPUR (HOOGHLY)” Catchment analysis Describes a process for analysing information about buyers living in a particular location‘s main catchment area and relating this to the area profile data for that area. The purpose of this analysis is to assess the degree of success, or not, which a location has had in penetrating the attendance or visitor potential of its catchment area as a whole and of each postal sector within it. Purposes of catchment area analysis: The essential purposes of catchment area analysis are to help guide a location in the selection of particular postal sectors on which to focus Special marketing activity Evaluate, subsequently, the impact made by this special marketing activitythe analysis can be of particular value in identifying sectors where actual sales or Visitor penetration is low but where potential is shown to be high. An assessment should then be made of the factors that might be causing this. These factors might be: Drive-time distance from the store Good access by public transport, A low level of travel into the city /town for shopping, work or leisure another City/town being preferred Competition from other stores which have greater appeal or are moreaccessible The characteristics of the population for example age, social grade, higherEducational qualifications Relatively low levels of family income Limited potential for frequent purchasing because of a lack of appropriate stores for purchasing. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 27 SERAMPUR – THE TOWN SERAMPUR is a city and a municipality in Hooghly District of West Bengal. It is a precolonial town in the bank of Hooghly River. It is situated at the northern sides Hooghly district & about 31.3Km by Road & 22 km by train from Kolkata. Serampur today has grown into a thriving city with a strong sense of character and identity. It is the best laid out city in near Kolkata with broad roads, train lines cutting each other at right angles. Serampur is a place culture, ethics and education. This place contains many schools and colleges. Scope of the study The study made by the researcher helps to provide information relating to the geographic, demographic and economic features of the respondents in and around Serampur area. The findings and suggestions given by the researcher at the end of the study will be helpful for the organization in making market planning and so enrich the Establish of the Serampur Big Bazaar. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 28 How to carry out the analysis 1) Define the catchment area for the venue The catchment area would be that to which the store‘s marketing activity is mainly directed. This area would probably have more than 80% of identified customers. The Percentage would be unlikely to reach much more than 90% because the full Population will include people whose usual address will be outside the catchment area. They will be students, friends and relatives visiting residents of the area and business visitors. The method for defining the catchment area for a venue has three stages: Obtain a standard area profile report, which includes all postal sectors Within a 30-minute drive-time Analyse sales data to identify other postal sectors with a significant number of customers Identify other postal sectors to be included in the catchment area. 2) Obtain a profile report for the defined catchment area This report will give a similar type of information to that in the drive-time area profile report. The percentage figure for each data item in the catchment area report is accompanied by an index figure which compares the postal sector percentage for that item with the corresponding percentage level for the item in the Defined Area Overview Report on the catchment area. For the store‘s customer percentages these are the market potential indices which identify the sectors with a high (or average, or low) percentage of potential customers. The indices for each of the other data items in the report (for example social grade) will indicate the probable reasons for the variations between sectors in levels of potential. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 29 3) List the postal sectors in the catchment area Show the number of customers in each postal sector and alongside this show the number of potential customers in that sector. This may either be done in house or, for a fee, by one of the regional marketing/ development agencies. 4) Create a set of sales penetration indices An assessment can then be made of the extent to which the store has succeeded, or not, in attracting the potential customers living in each postal sector or in the catchment area as a whole. There are two ways in which this can be done: i) Relating numbers of buyers to potential customers The number of buyers in each postal sector would be related to the number of potential customers in that sector to show the number of buyers per 100 potential customers. ii) Relating percentages of ticket buyers to potential attenders The other way of assessing the degree of sales penetration is first to calculate for Each postal sector its percentage share of: the total number of buyers in the defined catchment area the total number of potential customers in the defined catchment area The sales penetration index for each postal sector is calculated by dividing that sector‘s percentage share of all buyers in the catchment area by the overall percentage of potential customers for the area. 5) Relate the market potential indices to the sales penetration indices This will show: • Sectors of high market potential and high sales penetration • Sectors of high market potential but with only average or below average sales penetration • Sectors of average potential but below average sales penetration • Sectors with low potential and low sales penetration SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 30 The indices for the other data items in the catchment area report should help identify the demographic and other factors which are likely to have influenced the variations between sectors in the numbers of potential customers and in the levels of sales penetration. How to use the analysis In the light of the process and analysis described above and, where possible, some form of market research, action may be considered for attracting more people from particular postal sectors. Although in some cases it may be unlikely that any significant improvement can be made within the resources available or without access to special additional funds for customer development etc. It is important to recognize that the numbers of potential arts customers in each Postal sector should not be regarded as absolute targets that a local store should expect to achieve. The numbers and percentages are intended to reflect the propensity to attend particular type of performance or to visit store. They represent the number of adults who might possibly be interested in visiting a retail store.- but not necessarily within the defined area. Their purpose essentially is to show the differences between sectors in levels of potential Customers. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 31 SOURCES OF DATA There are two types of data namely primary data and secondary data. Primary Data Primary data refers to those data that are collected newly and they are not used earlier. The researcher has to gather the primary data freshly for the specific study undertaken by him. The primary data can be collected by three methods namely observation method, experimentation method and survey method. Survey research is the systematic gathering of data from respondents through questionnaires. Secondary Data The secondary data refers to those data which were gathered for some other purpose and are already available in the firm‘s internal records and commercial, trade or government publications. DATA COLLECTION METHOD The primary data required for this study is collected through schedules. The schedule method is also like the collection of data through questionnaire, with little difference which lies in the fact that questions are being filled in by the enumerators according to the replies of the respondents for the questions. Research Methodology Sources of Data for Catchment Analysis There are two types of data we have collected: 1. Primary Data & 2. Secondary Data. 1) Primary Data was collected from the feedback of the people of Serampur with The help of questionnaire. 2) Secondary Data was collected from Zonal office &Internet. Research Objectives 1. Primary Objectives: To identify customer base of the area. To understanding the Local market. To identify the Competitors. 2. Secondary Objectives:. To determine & also market research of new store establishment. To identify customer‘s taste & preferences of the area. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 32 Data Description for Catchment Area Analysis 1. Age of the respondents Age 11 yrs- 20 yrs 21 yrs-30 yrs 31yrs-40yrs Respondents 6 88 70 41yrs and above 36 11 yrs - 20 yrs 3% 40 yrs and above 18% 21 yrs-30 yrs 44% 31 yrs - 40 yrs 35% FINDINGS- 44% of the respondents are of ages between 21yrs and 30 yrs, 35% of them are between 31 yrs and 40 yrs, 18% of them are of 41 yrs and above while only 3% of them between 11 yrs and 20 yrs. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 33 2. Distance of the respondents Distance Less than 1 km 1 km – 3 km Beyond 3 km No. of respondents 88 110 2 beyound 3 km 1% less than 1 km 44% 1 km - 3 km 55% FINDINGS- 44% of the respondents are of Staying in less than 1 km area, 55% of the respondents are of Staying in between 1- 3 km area and 1% of the respondents are of Staying in beyond 3 km area. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 34 3. Community of the respondents Community No. of respondents Bengali 182 Marwari 16 Others 2 Others 1% Marwari 8% Bengali 91% FINDINGS- 91% of the respondents are Bengali, 8 % are Marwari’s, and 1% other communities. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 35 4. Gender of the respondents Gender No. of respondents Male 152 Female 48 Female 24% Male 76% FINDINGS- 24% of the respondents are females while 76% of them are males. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 36 5. Family income of the respondents Family income No. of respondents Less than 10,000 60 10k – 30 k 30k-50k 50k & above 80 54 6 50k & above 3% 30k-50k 27% Less than 10k 30% 10k-30k 40% FINDINGS- 30% of the respondents’ family income is less than 10,000, 40% of them have family income between 10000-30000, 27% have family income between 30000- 50000 while only 3% have family income 50000 & above. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 37 6. Occupation of the respondents Occupation No. of respondents Student 30 Retired 3% Serviceman 76 House wife 13% Businessman 31% Businessman 62 Retired 6 Housewife 26 Student 15% Serviceman 38% FINDINGS- 38% of the respondents are Serviceman, 31% of them are businessmen,15% of them are students, 3% of them are Retired and 13% of them are housewifes. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 38 7. Number of family members No. of family members No. of respondents Upto 2 upto 3 upto 4 upto 5 Upto 6 Upto 7 8 32 88 44 18 10 upto 6 9% upto 7 upto 2 4% 5% upto 3 16% upto 5 22% upto 4 44% FINDINGS- 4% of the respondents have family upto 2 members, 16% have a family upto3 members, 44% have family upto 4 members, 22% have a family upto 5 members. 9% have a family upto 6 members, 5% have a family upto 7 members SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 39 8. Major festivals along with other festivals. Durga Puja Other festivals 170 30 Other festivals 15% Durga puja 85% FINDINGS- Major Festival celebrated in Serampore is Durga Puja with 85% people responding to it and rest 15% people celebrate other Festival in Serampore. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 40 9. Favourite regional channel Name of channel No. of respondents 24 ghanta 48 Star Jalsa 44 ABP Kolkata Zee ananda TV bangla 58 26 38 others 9% All channel 24% All others channel 76 30 24 ghanta 15% star jalsa 14% ABP ananda 18% zee bangla 12% kolkata TV 8% FINDINGS- 14% of the respondents watch star jalsa channel, 18% like ABP Ananda , 8% Kolkata TV, 12% zee bangla, 24% all channel, 15% 24 ghanta, & 9% of the respondents watch others channel. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 41 10. Places they like to go during weekends Places Watching TV Movie shopping Playing No. of respondents 80 6 64 16 Relative House 34 Relative house 17% Playing 8% watching TV 40% shopping 32% movie 3% FINDINGS- 32% of the respondents like to go for shopping during weekends, 40% of them like to go for watching TV , 17% of them go to Relative house. 3% of them go for a movie. 8% playing. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 42 11. Is the house they live in rented or own? Own Rented 156 44 Rented 22% Own 78% FINDINGS- 78% of the respondents live in their own house while 22% of them live in a rented house. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 43 12. Type of vehicle they own Type of vehicle No. of respondents Two wheeler 152 Four wheeler 16 Both 13 Both 16% Four wheeler 8% Two wheeler 76% FINDINGS- 76% of the respondents have own two wheelers, 8% own four wheelers and 16% both. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 44 13. Appliance that they own Name of TV,Refrigerator appliance No. of 104 respondents Refrigerator, Washing machine, TV, Laptop 60 TV & Radio 36 TV & Radio washing machine, Refrigerat or,TV,laptop Refrigerator,TV FINDINGS- 52% of the respondents own TV &Refrigerator, 30% own washing machine,TV ,Refrigerator ,laptop, & 18% TV & Radio. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 45 14. Where do they buy their groceries and vegetables? Place No. of respondents Local market 196 others 4 others 2% Local market 98% FINDINGS- 98% of them prefer to buy from the local market and 2% prefer to buy from other sources. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 46 15. Where do they prefer to buy the appliance from? Place No. of respondents Local market 180 others 20 Others 10% Local market 90% FINDINGS- 90% buy from the local market and 10% buy from other sources. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 47 16. How much do they spend on grocery every month? Worth(in Rs) No. of respondents 1000-3000 62 3000-4000 92 Rs. 4000 and above 23% 4000 & above 26 Rs.1000-3000 31% Rs. 3000-4000 46% FINDINGS- 31% of the respondents spend Rs. 1000-3000 on grocery every month, 46% of them spend Rs. 3000-4000, 23% of them spend Rs. 4000 and above. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 48 Recommendations • Being a Culturally rich town we need to adapt and align our events with durga puja, Raksha bandhan,Rath yatra, kali puja, bhai phota, bengali noboborso, saraswatipuja,Jamai sasti etc . • Being a religious town we have to align our activations with their Famous festivals like ratha yatra etc. • Being one of the major town of Hooghly district we should try to connect with their people try to create events around them. Ex- kitchen Festival, Denim Fashion Festivals etc. • Use special offers and loyality programs like PAYBACK , T-24 & PROFIT CLUB to attract the customer . • Being a educationally rich town with lot of education hubs we should focus on the youth during all our campaigns. • As the neibhourhood Kirana stores are very strong in HOME DELIVERY we should also focus strongly on HOME DELIVERY, with proper management of Prompt Deliveries. • Being a Culturally rich town we need to adapt and align our events with durga puja, Raksha bandhan,Rath yatra, kali puja, bhai phota, bengali noboborso, saraswatipuja,Jamai sasti etc . • Being a religious town we have to align our activations with their Famous festivals like ratha yatra etc. • Being one of the major town of Hoogly district we should try to connect with their people try to create events around them. Ex- kitchen Festival, Denim Fashion Festivals etc. • Use special offers and loyality programs like PAYBACK, T-24 & PROFIT CLUB to attract the customer . • Being a educationally rich town with lot of education hubs we should focus on the youth during all our campaigns. • As the neibhourhood Kirana stores are very strong in HOME DELIVERY we should also focus strongly on HOME DELIVERY, with proper management of Prompt Deliveries . SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 49 Limitation of the study It was quit unbalancing for me when I interviewed people. The difficulties I faced in doing so were Sometime 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. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 50 SWOT ANALYSIS OF BIG BAZAAR (S) Strengths Everyday low pricing Point of purchase Experience marketing team executive staff Emphasis on providing total customer satisfaction Variety of stuff under single roof Maintain good employee-employer relationship (O) Opportunities (W) Weakness Failing revenue/sq.ft Unable to meet store targets Unavailability of popular brands (T) Threats Population of country is growing where the scope of market is kept on increasing for retail sector. Competition from organized retail players which are in market and are emerging. Evolving consumer preference Competition from local retailers. Organized retail presently nearly 5% in India. So it acts as a great opportunities to the organization for its growth. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 51 CONCLUSION As most of the retail industries did market research before entering into market. Same thing was done by Big Bazaar. Location, market, consumer perception analysis was done by big bazaar. In one year, much more diversification was done in it. And to retain customers they use many loyalty programs & IT techniques. Big bazaar, a part of future group is a hypermarket offering a huge array of goods of good quality for all at affordable prices. Big bazaar with over 140 outlets in different part of India is present in both the metro cities as well as in small towns. We can conclude that Big Bazaar has one of the major retail industry in India. SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 52 BIBLIOGRAPHY BOOKS: Managing retailing, Prof Piyushkumar Sinha, DwarikaPrashadUniyal(Oxford University) Philip Kotler, marketing management, (Pearson education, 12thedition) Berman B and Evans J.R, Retail Management (Pearson education, 10th edition Integrated service marketing (4th edition) by Zeithmal WEBSITE: bigbazaar.co.in etailseminar.in organizedretail.co.in google.com www.futuregroup.com SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 53 Annexure Questionnaire CUSTOMER SURVEY FORM 1 NAME 2 AGE 3 GENDER 4 OCCUPATION 5 INCOME 6 FAMILY MEMBERS 7 AREA OF RESIDENT 8 DISTANCE FROM STORE 9 MOTHER TONGUE 10 COMMUNITY 11 4 / 2 WHEELER 12 WHAT YOU DO IN WEEKENDS 13 WHERE DO YOU GO FOR SHOPPING 1 . Grocery 2 . Fashion Items 3 . Home Need 4 . Electronics 14 MEDIA HABBITS 1 . Newspaper Preferred 2 . T.V Channel Preffered 3 . Radio Preferred 15 HOUSE ( Own or Rented ) 16 WHAT APPLIANCES DO YOU OWN ? 17 TOP 5 FESTIVAL CELEBRATED AS PER PRIORITY SOMENATH GHOSH (PGDM 2012-14) 1 2 3 4
  • P a g e | 54 Pictures of Big bazaar ATL promotion News Paper advertisement SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 55 Pictures of Big bazaar BTL promotion Leaflet Big Bazaar Outdoor Promotio SOMENATH GHOSH (PGDM 2012-14)
  • P a g e | 56 Pictures of Catchment Area analysis COMMUNICATION MEDIA USED Banners Hording Outdoor Bannersc Cantor van Display Auto Back Dhaba Branding COMMUNICATION & BRANDING STRATEGY CITY DEMOGRAPHICS TOWN POPULATION ( Serampore city) T otal – 183,339 Males – 94,514 , Female - 88,825 Nearest Schools from the Store Within 7 to 8kms – 30 Schools Nearest Colleges from the Store GENDER BREAK UP% Male – 51% Female – 49% T otal child population city - 12,817 (0-6yr) male child - 6,547 female child - 6,270 POP STRATA Area sq kms District pop density - inhabitants / sq kms Sex ratio - 958 females : 1000 males SOMENATH GHOSH (PGDM 2012-14) Within 2kms – 3 Colleges 2kms to 5kms – 3 Colleges 5 to 10kms – 2Colleges Nearest Banks from the Store (7-8kms) United Bank of India SBI AXIS ALAHABAD LANGUAGE SPOKEN Bengali,Hindi RELIGION MIX 1 . Hindu 2 . Muslim 3 . Christian 4 . Sikhs - 80% 10% .5% 0% HDFC BOI UCO Many more…
  • P a g e | 57 Pictures of Catchment Area Market analysis SERAMPORE– L OCAL FOOD HABITS kachori, parathe, Samosa , R chowmin, Biriyani, Momo, Chat , Golgappe , Aaloodum , oll, Sweets , Namkeens Mashala Mudhi are major fast food SERAMPORE– Local Market VE T GE ABLE MAR T KE Old Veg & Non Veg market having more than 100 shops , open daily 7days a week . SOMENATH GHOSH (PGDM 2012-14) NON-VE MAR T G KE
  • P a g e | 58 SOMENATH GHOSH PGDM (RETAIL & MARKETING) CONT: 09475555455 E-MAIL: somnath8052@gmail.com SOMENATH GHOSH (PGDM 2012-14)