"Catchment area analysis & Promotion-Big Bazaar" by Akshay Amber
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This project has been done to know to the catchment area of the Big Bazaar in Patna (Bihar). It helps to understand the vicinity of the store, profile of the potential customers and basis of the customer promotions.
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"Catchment area analysis & Promotion-Big Bazaar" by Akshay Amber
- 1. SUMMER INTERNSHIP PROJECT CATCHMENT AREA ANALYSIS & PROMOTION OF BIG BAZAAR (PATNA) PRESENTED BY, AKSHAY AMBER Kirloskar Institute of Advanced Management, HARIHAR BIG BAZAAR By- Akshay Amber
- 2. ABOUT BIG BAZAAR….. • History- Future group owns Big Bazaar • Big Bazaar is the largest hypermarket chain in India. • The inspiration behind this entire retail format was from “Saravana Stores”, a local store in T. Nagar, Chennai. • Future Group also owns Central Hypermarket, Brand Factory, Pantaloons, eZONE, Hometown, futurebazaar.com, and KB's Fair Price, apart from Big Bazaar. • Group Vision:- Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner. • It offers wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections. • Financials: 11,000 crore(US$1.9 billion) crores (in 2012) (Big Bazaar and Food Bazaar combined) By- Akshay Amber
- 3. OBJECTIVES OF THE PROJECT • To find the catchment area of Big Bazaar, Patna • To know whether Big bazaar is getting its customer from its target locations or not. • To know the effective Marketing strategy or promotional activities which influence customer to purchase a product of Big Bazaar. • The 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. • Benefits for the company- • New Promotional activities can be made to attract more foot falls from its catchment area. • Strategies can be prepared to increase the conversion rate of customers. • New attractive promotions can increase loyal customer base and will increase “Ticket Size”. • Catchment area analysis can give actual need of their customers, preference for other stores, average monthly spending, mostly shop products etc. • Customer survey will also help to create a database of their regular customers. By- Akshay Amber
- 4. BRIEF DESCRIPTION…. • For this project the area of research is Big Bazaar, Pataliputra colony, Patna and its other catchment area. Basically, Catchment area is divided into three segments- 1. Primary Catchment –: 0-3 K.M 2. Secondary catchment -: 3-6 K.M 3. Tertiary Catchment-: Beyond 6 K.M • Total catchment area is divided into 9 zones which come under above three segments on the basis of distance from the store. • Sample size: - 400 people • SOURCES OF DATA: • PRIMARY DATA: Internal survey and External survey through structured questionnaire. • SECONDARY DATA: Books, websites, journals,discussion with the executives, managers and employees. By- Akshay Amber
- 6. LOCATION OF RESPONDENT K.BAGH/POSTAL PARK/HANUMAN NAGAR/BAHADURPUR/ASH OK NAGAR 22% MACHCHUATOLI/RAJENDRA NAGAR/NALA RD./BAKARGANJ/KADAMKU AN 8% MAHENDRU/SABZIBAAG/ PATNA CITY 8% STATION RD./EXHIBITION RD./MITHAPUR/MANDIRI 6% ASHIANA/DIGHA/RAZA BAZAAR/BAILEY RD./RAJIV NAGAR/SASTRI NAGAR 15% PHULWARI SHARIF/DANAPUR/JAGDEOP ATH/ANISHABAD/GARDANI BAGH 10% PATALIPUTRA/KURJI 13% BORING RD./RAJAPUR/PUNAICHAK/ S.K PURI 15% OTHERS 3% By- Akshay Amber
- 7. MOSTLY SPOKEN LANGUAGE OF CUSTOMER OTHERS 11% ENGLISH 15% HINDI 74% Other 74% By- Akshay Amber
- 8. GENDER OF RESPONDENT MALE 73% FEMALE 27% MALE FEMALE By- Akshay Amber
- 9. AGE GROUP OF RESPONDENT 98 86 108 75 33 0 20 40 60 80 100 120 15-20 21-25 26-35 36-50 51-75 NO.OFRESPONDENT AGE GROUP OF RESPONDENT By- Akshay Amber
- 10. RESPONDENTS AVERAGE MONTHLY SPENDING 0 20 40 60 80 100 120 Below 2500 2501-4000 4001-6000 6001-10000 above 10000 74 71 111 61 83 NO.OFRESPONDENTS INCOME GROUP RESPONDENTS AVERAGE MONTHLY SPENDING By- Akshay Amber
- 11. MODE OF COMMUTION 100 171 43 86 0 20 40 60 80 100 120 140 160 180 4-WHEELER 2-WHEELER PUBLIC TRANSPORT AUTO/RICKSHAW NO.OFRESPONDENTS MODE OF COMMUTIONBy- Akshay Amber
- 12. FREQUENCY OF VISIT TO BIG BAZAAR 0 20 40 60 80 100 120 140 160 180 44 23 6 29 28 13 176 81 By- Akshay Amber
- 13. MOSTLY SHOP PRODUCT AT BIG BAZAAR GROCERIES 46% CLOTHES 37% PUC 7% ELECTRONICS 3% OTHERS 7% Other 10% GROCERIES CLOTHES PUC ELECTRONICS OTHERS By- Akshay Amber
- 14. REASON OF BUYING AT BIG BAZAAR 71 68 134 121 6 0 20 40 60 80 100 120 140 160 QUALITY LOW PRICE VALUE FOR MAONEY CONVENIENCE NEAR TO HOME REASON OF BUYING AT BIG BAZAARBy- Akshay Amber
- 15. PREFERENCE OF SHOPPING OTHER THAN BIG BAZAAR 0 50 100 150 200 250 300 VISHAL MEGA MART V2 KHETAN SUPER MARKET RELIANCE 9 T0 9 LOCAL STORES 72 35 51 26 13 203 18 9 13 6 3 51 PREFERNECE OF SHOPPING AT OTHER THAN BIG BAZAAR % OF RESPONDENTS By- Akshay Amber
- 16. REASON OF SHOPPING AT OTHER STORES 32 61 28 57 207 15 0 50 100 150 200 250 QUALITY LOW PRICE VALUE FOR MONEY CONVENIENCE NEAR TO HOME OFFERS HOME DELIVERY REASON OF SHOPPING AT OTHER STORESBy- Akshay Amber
- 17. PEOPLE PERCIEVE BIG BAZAAR AS A BRAND 39 88 173 100 10 22 43 25 0 50 100 150 200 250 YOUTH BRAND VALUE BASED QUALITY BASED BRAND FOR ALL NO. OF PEOPLE PERCEIEVE BIG BAZAAR AS BRAND % OF RESPONDENTSBy- Akshay Amber
- 18. LOCATION v/s GENDER ANALYSIS 16% 6% 4% 6% 11% 8% 8% 11% 2% 6% 2% 2% 2% 4% 5% 2% 4% 1% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% P.PARK/K.BAGH/H.NAGAR/ASHOK NAGAR MACHUATOLI/NALA RD./RAJENDRA NGR./BAKARGANJ STATION RD./EXHIBITION RD./MITHAPUR MAHENDRU/SABZIBAAG/PATNA CITY ASHIANA/DIGHA/R.BAZAR/BAILEY RD./RAJIV NGR. PATALIPUTRA/KURJI P.SHARIF/DANAPUR/ANISHABAD/JAGDEOPATH/GARDANI BAGH BORING RD./S.K PURI/PUNAICHAK/RAJAPUL OTHERS FEMALE MALE By- Akshay Amber
- 19. LOCATION v/s AGE GROUPANALYSIS P.PARK/K.BA GH/H.NAGA R/ASHOK NAGAR MACHUATOL I/NALA RD./RAJEND RA NGR./BAKAR GANJ STATION RD./EXHIBITI ON RD./MITHAP UR MAHENDRU/ SABZIBAAG/ PATNA CITY ASHIANA/DI GHA/R.BAZA R/BAILEY RD./RAJIV NGR. PATALIPUTR A/KURJI P.SHARIF/DA NAPUR/ANIS HABAD/JAG DEOPATH/G ARDANIBAG H BORING RD./S.K PURI/PUNAI CHAK/RAJAP UL OTHERS 15-20 6% 3% 2% 2% 2% 3% 1% 5% 1% 21-25 5% 2% 2% 3% 3% 3% 2% 3% 0% 26-35 4% 2% 2% 3% 4% 4% 4% 4% 1% 36-50 5% 1% 1% 1% 4% 3% 2% 2% 1% 51-75 3% 1% 2% 0% 3% 1% 0% 0% 1% 0% 1% 2% 3% 4% 5% 6% 7% AxisTitle By- Akshay Amber
- 20. LOCATION v/s AVERAGE MONTHLY SPENDING P.PARK/K. BAGH/H.N AGAR/ASH OK NAGAR MACHUAT OLI/NALA RD./RAJEN DRA NGR./BAK ARGANJ STATION RD./EXHIB ITION RD./MITH APUR MAHENDR U/SABZIB AAG/PATN A CITY ASHIANA/ DIGHA/R. BAZAR/BA ILEY RD./RAJIV NGR PATALIPU TRA/KURJI P.SHARIF/ DANAPUR /ANISHAB AD/JAGDE OPATH/G ARDANIBA GH BORING RD./S.K PURI/PUN AICHAK/R AJAPUL OTHERS 1000-2500 2% 2% 1% 2% 3% 3% 1% 3% 1% 2501-4000 4% 1% 2% 2% 3% 2% 2% 3% 1% 4001-6000 7% 3% 1% 2% 5% 4% 2% 3% 0% 6001-10000 4% 2% 1% 1% 3% 2% 2% 3% 1% >10000 5% 2% 1% 1% 3% 3% 3% 4% 1% 0% 1% 2% 3% 4% 5% 6% 7% 8% By- Akshay Amber
- 21. LOCATION v/s AVERAGE MONTHLY SPENDING P.PARK/K.B AGH/H.NAG AR/ASHOK NAGAR MACHUATO LI/NALA RD./RAJEND RA NGR./BAKA RGANJ STATION RD./EXHIBIT ION RD./MITHA PUR MAHENDRU /SABZIBAAG /PATNA CITY ASHIANA/DI GHA/R.BAZ AR/BAILEY RD./RAJIV NGR PATALIPUTR A/KURJI P.SHARIF/D ANAPUR/A NISHABAD/J AGDEOPAT H/GARDANI BAGH BORING RD./S.K PURI/PUNAI CHAK/RAJA PUL OTHERS 1000-2500 2% 2% 1% 2% 3% 3% 1% 3% 1% 2501-4000 4% 1% 2% 2% 3% 2% 2% 3% 1% 4001-6000 7% 3% 1% 2% 5% 4% 2% 3% 0% 6001-10000 4% 2% 1% 1% 3% 2% 2% 3% 1% >10000 5% 2% 1% 1% 3% 3% 3% 4% 1% 0% 1% 2% 3% 4% 5% 6% 7% 8% By- Akshay Amber
- 22. LOCATION v/s MODE OF COMMUTION ANALYSIS 8% 4% 3% 2% 7% 6% 5% 7% 2% 5% 2% 3% 1% 5% 3% 4% 3% 1% 2% 0% 1% 2% 2% 0% 1% 2% 1% 7% 2% 2% 1% 2% 1% 3% 4% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2-WHEELER 4-WHEELER P.TRANSPORT AUTO/RICKSHAW By- Akshay Amber
- 23. LOCATION v/s MOSTLY SHOP PRODUCT P.PARK/K.B AGH/H.NAG AR/ASHOK NAGAR MACHUATO LI/NALA RD./RAJEND RA NGR./BAKA RGANJ STATION RD./EXHIBIT ION RD./MITHAP UR MAHENDRU /SABZIBAAG /PATNA CITY ASHIANA/DI GHA/R.BAZA R/BAILEY RD./RAJIV NGR. PATALIPUTR A/KURJI P.SHARIF/D ANAPUR/AN ISHABAD/JA GDEOPATH/ GARDANIBA GH BORING RD./S.K PURI/PUNAI CHAK/RAJAP UL OTHERS GROCERIES 12% 4% 3% 2% 8% 4% 7% 5% 2% CLOTHES 6% 3% 5% 2% 4% 4% 4% 6% 2% PUC 2% 0% 0% 1% 1% 1% 1% 1% 0% ELECTRONICS 1% 1% 0% 0% 0% 0% 1% 1% 0% OTHERS/ALL 1% 1% 0% 1% 2% 1% 1% 2% 0% 0% 2% 4% 6% 8% 10% 12% 14% By- Akshay Amber
- 24. LOCATION v/s REASON OF BUYING AT BIG BAZAAR P.PARK/K.B AGH/H.NA GAR/ASHO K NAGAR MACHUAT OLI/NALA RD./RAJEN DRA NGR./BAKA RGANJ STATION RD./EXHIBI TION RD./MITHA PUR MAHENDR U/SABZIBA AG/PATNA CITY ASHIANA/D IGHA/R.BA ZAR/BAILE Y RD./RAJIV NGR. PATALIPUT RA/KURJI P.SHARIF/D ANAPUR/A NISHABAD/ JAGDEOPA TH/GARDA NIBAGH BORING RD./S.K PURI/PUNA ICHAK/RAJ APUL OTHERS NEAR TO HOME 0% 0% 0% 0% 0% 0% 1% 1% 0% CONVENIENCE 6% 2% 2% 1% 6% 4% 4% 5% 1% VALUE FOR MONEY 7% 4% 4% 2% 3% 4% 3% 5% 2% LOW PRICE 6% 1% 1% 2% 3% 1% 2% 2% 0% QUALITY 3% 1% 2% 1% 3% 1% 3% 4% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% By- Akshay Amber
- 25. LOCATION v/s CUSTOMER PRFERNCE FOR OTHER STORES THAN BIG BAZAAR P.PARK/K.BA GH/H.NAGAR /ASHOK NAGAR MACHUATOLI /NALA RD./RAJENDR A NGR./BAKAR GANJ STATION RD./EXHIBITI ON RD./MITHAP UR MAHENDRU/ SABZIBAAG/P ATNA CITY ASHIANA/DIG HA/R.BAZAR/ BAILEY RD./RAJIV NGR. PATALIPUTRA /KURJI P.SHARIF/DA NAPUR/ANIS HABAD/JAGD EOPATH/GAR DANIBAGH BORING RD./S.K PURI/PUNAIC HAK/RAJAPU L OTHERS LOCAL STORE 13% 3% 3% 2% 9% 5% 7% 6% 2% 9 TO 9 0% 1% 0% 0% 1% 0% 0% 2% 0% RELIANCE 0% 0% 0% 0% 1% 0% 2% 3% 0% KHETAN 3% 2% 2% 1% 2% 1% 1% 2% 1% V2 2% 1% 1% 1% 1% 0% 1% 2% 1% VISHAL 4% 2% 2% 2% 2% 3% 2% 2% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% By- Akshay Amber
- 26. LOCATION v/s REASON OF BUYING FROM THAT STORE P.PARK/K.B AGH/H.NA GAR/ASHO K NAGAR MACHUAT OLI/NALA RD./RAJEN DRA NGR./BAKA RGANJ STATION RD./EXHIBI TION RD./MITHA PUR MAHENDR U/SABZIBA AG/PATNA CITY ASHIANA/ DIGHA/R.B AZAR/BAIL EY RD./RAJIV NGR. PATALIPUT RA/KURJI P.SHARIF/D ANAPUR/A NISHABAD/ JAGDEOPA TH/GARDA NIBAGH BORING RD./S.K PURI/PUN AICHAK/RA JAPUL OTHERS HOME DELIVERY 1% 0% 0% 0% 1% 1% 0% 0% 0% NEAR TO HOME 8% 3% 4% 2% 8% 5% 8% 5% 1% CONVENIENCE 2% 2% 2% 1% 1% 2% 2% 2% 1% VALUE FOR MONEY 1% 1% 0% 0% 2% 1% 1% 1% 1% LOW PRICE 3% 1% 1% 1% 3% 1% 1% 3% 1% QUALITY 1% 1% 1% 1% 2% 1% 2% 1% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% By- Akshay Amber
- 27. GENDER v/s AGE GROUPANALYSIS 15-20 21-25 26-35 36-50 51-75 MALE 20% 15% 21% 14% 6% FEMALE 5% 7% 7% 5% 3% 0% 5% 10% 15% 20% 25% By- Akshay Amber
- 28. GENDER v/s AVERAGE MONTHLY SPENDING 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1000-2500 2501-4000 4001-6000 6001-10000 >10000 16% 14% 18% 11% 15% 3% 4% 10% 4% 5% MALE FEMALEBy- Akshay Amber
- 29. GENDER v/s MODE OF COMMUTION 2-WHEELER 4-WHEELER P.TRANSPORT AUTO/RICKSHAW MALE 34% 18% 9% 13% FEMALE 9% 7% 2% 9% 34% 18% 9% 13% 9% 7% 2% 9% 0% 5% 10% 15% 20% 25% 30% 35% 40% By- Akshay Amber
- 30. GENDER v/s FREQUENCY OF VISIT ONCE A WEEK TWICE A WEEK WEDNES DAY WEEKEND ONCE A FORTNIG HT TWICE A FORTNIG HT ONCE A MONTH OTHER/O CCASION ALY MALE 9% 5% 1% 5% 5% 3% 32% 15% FEMALE 3% 1% 1% 2% 2% 1% 13% 5% 9% 5% 1% 5% 5% 3% 32% 15% 3% 1% 1% 2% 2% 1% 13% 5% 0% 5% 10% 15% 20% 25% 30% 35% By- Akshay Amber
- 31. GENDER v/S MOSTLY BOUGHT PRODUCT GROCERIES CLOTHES PUC ELECTRONICS OTHERS/ALL MALE 32% 30% 4% 3% 5% FEMALE 14% 7% 3% 0% 2% 32% 30% 4% 3% 5% 14% 7% 3% 0% 2% 0% 5% 10% 15% 20% 25% 30% 35% By- Akshay Amber
- 32. MAJOR COMPETITOR ANALYSIS • LOCAL STORES: The presence of hyper market like Big Bazaar is not everywhere and there is a confusion about them that is only for high income group. According to the analysis 52% people buy at local store only due to nearness factor, followed by “Low Price” factor. • VISHAL MEGA MART: Vishal offers a range of cheap and quality products. Category of Plastic, crockery and utensils in Vishal are cheaper than Big Bazaar and also maintain a good quality. • KHETAN SUPER MARKET: Khetan super market is a complex with more than 500 shops of all kind. For fair and cheap products mainly clothes people likes to visit there • V2: It offers a great range of value garments mainly targeting teenagers and students with a variant range in T-shirts, jeans, shirts, Tees etc with low pricing. • ADITYA’S 9 TO 9: It sells only branded products and the people who prefers only branded item or brand conscious prefers it mostly.By- Akshay Amber
- 33. FINDINGS • Big Bazaar is getting the advantage of lower penetration in hyper market by other competitors but another newly opened outlet of Big Bazaar will surely cut the catchment of it. • Apart from Big Bazaar people like to shop at local stores due to nearness factors as well as their relationship, home delivery facility. • Vishal Mega Mart is another important competitor of big bazaar as it always provides a range of quality products with different promotinal offers. • Plastics, crockery products are of good quality but high price as compared to other competitors. • Stock out problems in electronics section. • Problem related with less no. of trial rooms in garment section. • Some people feels thar Big Bazaar should keep more Branded merchandise. • Parking problem as well as customers compare parking fee with other Competitors. • Many a customers annoy due to no proper follow up by staffs in the store. By- Akshay Amber
- 34. RECOMMENDATIONS SUGGESTED PROMOTIONAL STRATEGIES • RELATE TO SOME THING LOCAL: - Some offers should be made based on domestic events. In Bihar 22 March- 24 March is celebrated as “XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXX………………Not Disclosed • YELLOW PAGE STRATEGY:- A yellow page ads are not something different from a newpaper ads but easily grab sight of any one. On the basis of this strategy we can start advertisement of Big Bazaar with headline- • XXXXXXXXXXXXXXXX………………Not Disclosed • REFERRAL STRATEGY: - A referral strategy is a way of introducing new customers to your business by getting your existing customers to promote your business for you. Under this strategy Big Bazaar can promote XXXXXXXXXXXXXXXX………………Not Disclosed By- Akshay Amber
- 35. CONTD….. • SEND OUT NEWSLETTER: - Sending a news-style leaflet every couple of months to the customers can really make them feel as though they are a part of your business. • COLLECT A DATABASE: - Once you have a database of customers, there are an infinite number of things you can do with it. Big Bazaar can start SMS service to promote offers or Big days. • CORPORATE INVITATION: - • XXXXXXXXXXXXXXXX………………Not Disclosed By- Akshay Amber
- 36. CONTD…. • LOOK FOR BIG IDEAS WHICH CAN BE REPEATED YEARLY :- Generally all promotional offers are made on the zonal level but we can create some new big days or Promotional activities as recommended:- • “XXXXXXXXXXXXXXXX………………Not Disclosed By- Akshay Amber
- 37. CONTD….. • VINTAGE POINT :- Big Bazaar should place its hoarding just in front of their competitors like Vishal, V2, Khetan super Market and 9 to 9 to attract more customers with catchy lines like- • XXXXXXXXXXXXXXXX………………Not Disclosed • PROMOTION OF PROFIT CLUB:- Profit club should be promoted as Premium customer club as this mebership helps to create a regular and loyal customer base. XXXXXXXXXXXXXXXX………………Not Disclosed • WEDNESDAY BAZAAR:-Wednesday bazaar is not attracting customers in Patna otherwise it is successful in other cities. It can be XXXXXXXXXXXXXXXX………………Not Disclosed By- Akshay Amber
- 38. OTHER SUGGESTIONS • Advertisements can be given through the following channels for attracting the entire range of customers- • Promotion through Radio – Radio Mirchi • Promotion through newspaper- Hindustan, Dainik Jagran, Hindustan times, i-next etc. • Auto miking during Big days is important for proper advertisement. • Customer service should be enhanced in order to bring the level of highly satisfied customers. • Steps should be taken to ensure that the salespersons are attending the customers in the right time. • Proper communication of new promotion should be evident and the tone of the message would be value and benefit provider. • Sponshorship of highly regarded causes such as AIDS awareness compaigns on store levels may give an advantage to the store & will also give a chance to emotionally attach with the society,.By- Akshay Amber
- 39. By- Akshay Amber