This document is an internship project report submitted by Hemant Kumar Dhanuk to Heritage Business School in partial fulfillment of an MBA degree. The report analyzes the marketing activities and catchment area of Big Bazaar store located in sector V of Kolkata. It includes an introduction describing the background and objectives of the study. The report is divided into various sections like literature review, research methodology, findings and recommendations with conclusions. Various appendices including questionnaires are also included at the end.

1. SUMMER INTERNSHIP PROJECT REPORT
ON
“MARKETING ACTIVITIES & CATCHMENTANALYSIS OF BIG BAZAAR, SEC
V (KOLKATA)”
By
HEMANT KUMAR DHANUK
MBA of 2017-18
UNIVERSITY REGISTRATION: 173040710048
Under the Guidance of
Ms. SILVA SARKAR
Deputy Manager (HR)
Future Group, People Office, Kolkata.
In Partial Fulfillment of the Requirements for the Degree of Masters of Business Administration
Marketing Management
At
HERITAGE BUSINESS SCHOOL,
994, MADURDAHA CHOWBAGA ROAD, ANANDAPUR, P.O EAST TOWNSHIP, KOLKATA 700107

3. INDEX
PARTICULARS PAGE NO
1.Declaration
2.Acknowledgement
3.Abstract
4. Introduction
 Overview of the Industry
 Major Retailers in India
 Organizational Overview –Future
Group
 Overview Big Bazar
6.Marketing Mix of Big Bazar
 Product
 Price
 Place
 Promotion
7.Literature Review
8.Research, Method& Procedure
9.Findings &Recommendation
 Findings
 Recommendations
10.Conclusion
11.Appendix-I
Appendix-II
12.Swot Analysis
13.Catchment Area Analysis
14.Questionnaire
14.Bibliography

4. DECLARATION
I, Hemant Kumar Dhanuk, student of Heritage Business School do hereby declare that the project report entitled “Catchment
Analysis on Future Group” is a genuine research work done and manifest the work being carried out solely by me under the
supervision of MR. Souvik the store manager at FBB sector V , salt lake, plot no 2, PS Srijan Corporate park, Salt lake City,
Kolkata; 700091.It is further stated this proposed work has not been published anywhere earlier to the best of my knowledge.
Date:
Place: Kolkata Hemant Kumar Dhanuk
Hemant Kumar Dhanuk -Heritage Business School

5. ACKNOWLEDGEMENT
The summer internship project on “Catchment Analysis on future Group” offered both a learning experience as well
as a glimpse into the emerging world of change in consumerism and future marketing trends. During the tenure of
this project, I was associated with the interiors, customers, Students, Local people who in their own capacities
encouraged and guided me.
First and foremost, I would like to thank Mrs. RimuChowdhury, professor, Economics Department, Heritage
Business School, Kolkata for her support.
I’ am extremely indebted to my Corporate guide Mrs. Silva Sarkar, HR, Future Retail Limited, Kolkata for accepting
me to work there and providing me with an excellent atmosphere which further boosted me to go ahead with my
training.
Also I would like to take this opportunity to thank everyone at Future Retail Limited helped me selflessly during my
summer internship.
Finally, I express my very profound gratitude to my family for proving me with unfailing support and continuous
encouragement throughout my years of study and through the process of researchingand writing this project
report.
I would like to extend my heartfelt thanks and appreciation to all the people who helped to bring this research
project to fruition. I dedicate this thesis to everyone who provided me with unending encouragement and support
at all levels of the research project.
At last I again thank my Almighty for bestowing me with this life and guiding me to the right path and enriching me
with the knowledge.

6. ABSTRACT
TITLE: Marketing Activities & Catchment Analysis of Big Bazaar, Sec V (Kolkata)
Big bazaar has brought many changes in the buying habits of people. It has created formats, which provide all
items under one roof. Big Bazaar has maintained that uniqueness & has succeeded in attracting customers.
Therefore the basic objective of this study is to find their target customers and understanding its marketing
strategies.
Based on the topic objectives a questionnaire was developed which consist of few questions and response is
collected from the customers who are visiting the store. For data collection convenient sampling method was
adopted. For this project the area of research is Big Bazaar, Sec V, (Kolkata).
Where Big Bazaar is not just another hypermarket; it caters to every need of your family. Big Bazaar scores over
other stores in its value for money proposition for Indian customers.
With the ever increasing array of private labels. It has opened doors in the world of fashion and general
merchandise. Including home furnishing, utensils, crockery, sports goods and much more at prices that will
surprise customers.

7. INTRODUCTION
Background of the study
Big bazaar has brought many changes in the buying habits of people. It has created formats, which provide all
items under one roof. Big Bazaar has maintained that uniqueness & has succeeded in attracting customers.
Therefore the basic objective of this study is to find their target customers and understanding its marketing
strategies.
Need for the study
India is having huge customer base having different choices and behavior. To satisfy their need is a different task.
To achieve this Indian retail has change from Kirana to retail outlets and has becoming the need in India. Different
retail outlets are offering different scheme and promotional strategies. Thus a study is been conducted to know
the effective strategies needed to attract new as well retaining the existing customers.
Objective of the study
Primary objective:
 To know the effective Marketing Strategy which influence customers to purchase a product of Big
Bazaar in comparison in other Retail store.
 Catchment Analysis to know whether Big Bazaar is getting its customer frown its target locations or not.
Secondary objective:
 To enable us to gain an insight into the corporate world.
 The study is aimed at understanding how an organization.
Scope of the study
 This report is based on the study conducted at Big Bazaar, Sec V (Kolkata).
 It aims at understanding the company’s establishment, organization structure, departments, techniques,
marketing strategies and the strategies it is having over the competitors.
 An attempt is made to analyze the company’s performance to the theoretical aspects.

30. FINDINGS
Through Data Analysis
1. As right now there is no such Hyper Market like Big Bazaar is situated near by their top most localities,
therefore Big Bazaar is getting the advantage of attracting these customers. Further people residents of these
localities also have goal spending capacity therefore they don’t hesitate to shop halts.
2. On an average customer’s age is in between 21 to 50 who visit the store the most.
3. On an average most of the customers spent between 4001-8000. There are very few respondents shoes
average spending is below 2500.
4. Most of the respondents travels here through public transport like bus, auto,etc. the reason is that the store
is situated near bus stands as well as the public transport is a convenient way to reach Salt lake, Sec V.
5. It is clear visible that most of respondents visit here during their lunch break or when their office gets over, as
it is situated IT hub of Kolkata and family hardly visit this store.
6. Primary people prefer to shop at Big Bazaar because of their convenience where they can satisfy all their
requirements. Other constraints are time. Now a day’s people are ready to spent more to save time.
7. Apart from FBB people shop at Big Bazaar to satisfy their urgent needs. The reason is that these stores offer
home delivery also to maintain relationship with their customers.
8. Quality, convenience and nearness to home play the important role in the customers purchase. Location wise
if we talk people from Rajarhat, Newtown, Chingrihata hive little bit of emphasis on Price of products also.

31. CUSTOMER ARE NOT COMMING FROM THESE LOCALITY, UNDER THIS
LOCALITY THE LIST OF THE SCHOOLS & COLLEGES:
S.no. Locality Schools & Colleges Pin
code
Offices, Restaurants And
Cafe
Pin
code
1. Rajarhat UEM-University of Engineering &
Management
700156 DMT Consulting Pvt. Ltd. 700135
Amity University 700073 Vodafone Essar East Ltd. 700156
Presidency University 700160 TCS 700156
St. Xavier’s University 700156 ADSR Rajarhat 700056
Ramakrishna Mission of
excellence
700156 Unitech Building 700160
Techno India 700156 Home Town 700156
DPS 700156 IBM 700156
New Town School 700156
Calcutta Public School 700150
2. Collegemore IIP Kolkata 700091 LINCOLNIT Solutions 700091
WLCI Fashion & Graphic Design
College
700091 Alenam Technologies Pvt. Ltd. 700091
NIMAS 700091 Larsen & Toubro Ltd. 700091
IBS 700091 Optimize IT System Pvt. Ltd. 700091
ISHM 700091 Steel Blantech India 700091
IEM 700091 Cisco Systems India Pvt. Ltd. 700091
3. Nicco Park KendriyaVidyalaya No. 2 700106 Cafe Coffee Day 700106
IEM Public school 700106 Wet-o-Wild 700106
Our Lady Queen of the mission
school
700106 Café Studio 700097
St. Jones School 700106 The Waterside Cafe 700064
All India Institute of Hygiene &
Public Health
700098 Subway 700064
Govt. College of engineering &
leather technology
700098 KFC 700106
NUJS-West Bengal National
University of Judicial Sciences
700098

33. QUESTIONNAIRE
1. What is your gender?
Ans: Male or female
2. How old are you?
Ans: a)16-25,b) 26-35,c) 35-50,d) 50+
3. How often do you shop from FBB?
Ans: a) Once in a month, b) every 2-3 months, c) rarely, d) first timer.
4. Which stores do you prefer to FBB?
Ans: a) Pantaloons, b) Reliance trends, c) Westside, d) Shopper’s stop.
5. What categories of clothing would you be most likely to purchase from FBB?
Ans: a) Casual b) Work c) Party d) Ethnic e) Shoes e) Accessories
6. Please indicate how attractive the following features of FBB are to you?
7. How is store ambience?
1 2 3 4 5
Latest fashion
Quality
Price
1 2 3 4 5

34. 8. How helpful are employees in this store?
9. How has been your FBB experience?
10. What are we missing out on?
1 2 3 4 5
Very satisfied Satisfied Neutral Unsatisfied Very unsatisfied