36250518 internship training report 1
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INTERNSHIP TRAINING REPORTON
Is se sasta aur accha kahin nahi !
PROMOTIONAL ACTIVITIES & ITS EFFECT ON CUSTOMER PURCHASE
Submitted in Partial Fulfillment of the Requirements of
INTERNATIONAL INSTITUTE OF BUSINESS STUDIES
For the Award of
Master Degree in Business Administration
Submitted By:-
BINOD KUMAR BHARTI
Reg No: 821240130
EXTERNAL GUIDE: INTERNAL GUIDE:
Mr.Sujanya.R-AreaManager(HR) Prof. Narayana Prasad
Mr.Vasanth Kumar Gowda-Sr.Executive(HR) Prof.N.S.R.Murthy
Mr.Manjunatn(DM)
INTERNATIONAL INSTITUTE OFBUSINESS STUDIES
Opp. K.H.B Main Road, R.T. Nagar Post, Bangalore -560032.
2008-2010
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ACKNOWLEDGEMENT
I express my profound gratitude to the almighty my Parents & brother forproviding me support, inspiration and encouragement throughout this
study.
I express my heart-felt gratitude to Mr.Vasant Kumar(HR)
Mr.Manjunath(DM) for the ample support, valuable guidance and
encouragement that has enable me to accomplish the Project.
I whole heartedly express my gratitude to Mr. Narayana Prasad ,
N.S.R.Murthy, faculty ofIIBS for providing me an opportunity to, IIBS
who has guided me thorough this project work and helping me to
accomplish the report successfully.
I am indeed thankful to Nanjundi (Team Leader), Suresh, Rani, Gayathri,
Shanth Kr. (Fashion Dep.) & take this opportunity to express my gratitude
for the sustained support I have received from them.
I alsoowe my sincere thanks to all Departmental Heads and Employees of
the division who supported me by providing information and guidance
without which the project would have not been completed successfully.
Binod Kumar Bharti
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DECLARATION
I hereby declare the internship training report entitled
PROMOTIONAL ACTIVITIES & ITS EFFECT ON CUSTOMER
PURCHASE
Was carried out by
Binod Kumar Bharti
During for a period of 4th
Jan 2010 to Feb 28th
2010. under the
guidance of
Mr.Vasanth Kr. (HR). and
Prof. Narayana Prasad
Prof. N.S.R.Murthy
I assure that this report has not formed a basis for the award of any
other Degree/Diploma by Punjab Technical University or any other
university.
BANGALORE:
DATE:
BINOD KUMAR BHARTI
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CONTENTS
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INDUSTRY PROFILE:
Indian Retail Industry is standing at its point of inflexion, waiting for the boom to take
place. The inception of the retail industry dates back to times where retail stores were
found in the village fairs, Melas or in the weekly markets. These stores were highly
unorganized. The maturity ofthe retail sector took place with establishment ofthe retail
stores in the locality for convenience. With the government intervention the retail
industry in India took a new shape. Outlets for Public Distribution System, Co -
operation stores and Khadi stores were set up. These retail stores demanded low
investments for its establishment.
India has become synonymous with retail boom. After seeing the monopoly of Indian
retailers, the market is all set to welcome retailers from Gulf countries who are making
their way to invest in the country.
RETAIL SPACE:
Retailers in India are the most aggressive in Asia in expanding their businesses, thus
creating a huge demand for real estate. Their preferred means of expansion is to
increase the number ofoutlets in a city, and also expand toother regions, revealed the
Jones Lang LaSalle third annual Retailer Sentiment Survey-Asia.
Driven by changing lifestyles, strong income growth and favorable demographic
patterns, Indian retail is expanding at a rapid pace. The country may have 410 new
shopping centers by 2012. Mall space, from a meager one million square feet in 2002, isexpected to touch million square feet by end of 40 square feet by end of 2007 and an
estimated 60 million square feet by end of2008.
FOOD RETAIL:
Food dominates the shopping basket in India. The US $6.1 billion Indian foods industry,
which forms 44 percent of the entire FMCG sales, is growing at 9 percent and has set
the growth agenda for modern trade formats. The prospect for growth of the branded
segment is huge, as nearly 60 percent of average Indian grocery basket still comprises
non-branded items. Of the 12 million retail outlets (which is the largest in the world),
over a 5 million sell food related products. Some of large players in this market are
Kishore Biyanis Food Bazaar, Mukesh Ambanis Reliance Fresh, Godrej Agrovet,
Aditya Birla Groups More and the TATA Group (which acquired 70 percent stake in
Innovative foods from the Amalgam Group) among others.
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The Mobile Revolution:
The retail marketfo
r mobile ph
ones-handset, access
ories and airtime- is already an
over US $17.33 billion market growing at the year ended(and 600 million by 2011),
Many players have been chalking out aggressive plans:
y Spice Group plans to invest US $123.8 million in the next 2 years in its telecom
retail venture.
y HotSpot Retail Essar Group plans to invest US $278.56-334.24 million over the
next three years in its telecom retail venture.
y Hypermarket Chains like Subhiksha have started exclusive stores for mobile
retail- SubhikshaMobile and Big Bazaar withMobile Bazaar.
KIDS RETAIL:
y When it comes to Indian children, retailers are busy bonding- and branding.
y Monalisa, the Versace ofkids, is coming to Indian.
y Global lifestyle brand Nautia is bringing Nautica Kids.
y International brand Zapp tied up with Raymond toforay into kids appearel.
y Disney launched exclusive chains which stock character-based stationery.
y Pantaloons joint venture with Gini & Jony will set-up a retail chain to market
kids appearel.
y Swiss kidswear brand Milou is collaborating with Tirupur-based Sreeja
Hosieries.y Turner International India Pvt Ltd, with Launch Cartoon Network Townsville
and Planet.
POGO- two theme parks designed around its channels- In the National Capital Region.
COMPANY PROFILE:
Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer
market. Headquartered in Mumbai (Bombay), the company operates over 12 million
square feet of retail space, has over 1000 stores across 71 cities in India and employs
over 35,000 people.
The companys leading formats include Pantaloons, a chain offashion outlets, Big
Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain,
blends the look, touch and feel of Indian bazaars with aspects of modern retail like
choice, convenience and quality and Central, a chain ofseamless destination malls.
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Some of its other formats includeBrand Factory,Blue Sky,all, Top 10 and Star and
Sitara. The company alsooperates an online portal, futurebazaar.com.
Future Value Retail Limited is a wholly owned subsidiary ofPantaloon
Retail (India) Limited. This entity has been created keeping in mind the growth
and the current size of the companys value retail business, led by its format
divisions, Big Bazaar and Food Bazaar.
The company operates 121 Big Bazaar stores, 170 Food Bazaar stores,
among other formats, in over71 cities across the country, covering an operational
retail space ofover 6 million square feet. As a focussed entity driving the growth of the
group's value retail business, Future Value Retail
Limited will continue to deliver more value to its customers, supply partners,
stakeholders and communities across the country and shape the growth of modernretail in India.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a
large-format home solutions store, Collection i, selling home furniture products and
eZone focussed on catering to the consumer electronics segment.
Future Group
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one ofIndias
leading business houses with multiple businesses spanning across the consumption
space. While retail forms the core business activity ofFuture Group, group subsidiaries
are present in consumer finance, capital, insurance, leisure and entertainment, brand
development, retail real estate development, retail media and logistics.
Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million
square feet of retail space in 71 cities and towns and 65 rural locations across India.
Headquartered in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people
and is listed on the Indian stock exchanges.
The company follows a multi-format retail strategy that captures almost the entire
consumption basket of Indian customers. In the lifestyle segment, the group operates
Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value
segment, its marquee brand, Big Bazaar is a hypermarket format that combines the
look, touch and feel ofIndian bazaars with the choice and convenience ofmodern retail.
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In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion
of a hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata,
Hyderabad and Bangalore.
Other group companies include, Future Generali, the groups insurance venture in
partnership with Italys Generali Group, Future Brands, a brand development and IPR
company, Future Logistics, providing logistics and distribution solutions to group
companies and business partners and FutureMedia, a retail media initiative.
The groups flagship company, Pantaloon Retail was awarded the International
Retailer ofthe Year 2007, by the US-based National Retail Federation, the largest retail
trade association and the EmergingMarket Retailer ofthe Year 2007 at the World
Retail Congress in Barcelona.
VISION
Our Vision is to emerge as the best and the most profitable retailer in INDIA.
MISSION
We share the vision and the belief that by improving our performance through
innovative spirit and dedication, we shall serve customers and stakeholders
satisfactorily.We shall be the trend setter in fashion and offer a fair deal to all
our customers. The company shall strive to be the INDIAN retailingCONGLOMERATE, an efficient and low cost operator with a commitment to
QUALITY. Our positive attitude arising from our devotion, sincerity and united
determination shall be the driving force to make us globally COMPETITIVE.
Core-Ideology
To provide to the ordinary what the rich can afford.
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Core Value
Indianess: Confidence in ourselves.Leadership: To be a leader, both in thought and business.
Respect and Humility:To respect every individual and be humble in ourconduct.
Introspection:Leading to purposeful thinking.
Openness: To be open and respective to new ideas, knowledge and information.
Valuing and nurturing Relationship: To build long term relationships.
Simplicity and Positivity: Simplicity and positivity in our thought, business
and action.
Adaptability: To be flexible and adaptable, to meet challenges.
Flow: To respect and understand the universal laws ofNature.
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Major milestones:
1987 company incorporated asManzWear Pvt.ltd. launch ofPantaloons trouser,
Indias first formal trouser brand.
1991 launch ofBARE, the Indian jeans brand.
1992 Initial public offer (IPO) was made in the month ofMay.
1994 The Pantaloon Shoppe - exclusive menswear store in franchise format
launched across the Nation. The company starts the distribution ofbranded garments
through multi- brand retail outlets across the Nation.
1995 JohnMiller- Formal shirts brand launched.
1997 Pantaloon- Indias family store launched in Kolkata.
2001 Big Bazar, Is se sasta aur accha kahi nahin
2002 Food Bazar, the supermarket chain is launched.
2004 Central- Shop, Eat, Celebrate in the Heart ofour City-
Indias first seamless mall is launched in Bangalore.
2005 Fashion Station- the popular fashion chain is launched all.
2006 Future capital Holdings, the companys financial arm launches real estate
funds Kshitij and Horizon and private equity fund in division. Plans forays intoinsurance and consumer credit.
2007 Introduction ofWednesday Bazar especially for women.
1st
Jan2010 Future value Retail value ltd.
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Major operations of Big Bazar
Logistics
GRN (Good Receipt No.)
Vendor Scheduling
Stock Keeping
Space management
Stock receiving
STO/RSTO
PO (Purchase order no.)
CSD (customer Service Department)
Exchange counter
Handling customer quarries and issues
Announcement
Gift Wrapping
Operation
Department Hygiene
Cleanliness
Parking
Cash till management
Profile Protection Management
SOP
Trolly Management
Damage and Shrinkage control
Merchandise
MPM (merchandise Presentation manual)
FPP (First price point)
Core
Core Fashion
Deals
Signage
Pattern wise size Display
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Atmospherics:
Can be described as an environment that stimulates the perceptual and
emotional responses of the customers through t.
Visual Communications
Fragrance
Lighting
Colors
Music
Store Security:
Customer Theft
Employee Theft
Supplier Pilferage
Credit Management:
Almost all retailers have started to accept credit cards or credit purchases.
However retailer should be very cautious while handling credit or credit
cards, as many of these can be stolen or fictitious cards.
Some of the precautionary measures
Tallying the signature of the card holder on the credit slip with that on
the credit card.
Checking the authenticity of the individual carrying the card
Seeking the approval from finance provider if the sale through credit card
is over a certain amount.
Sending all the credit card sale documents for immediate processing.
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Visual Merchandising: Techniques ofVM for its stores are
Idea oriented presentation
Style or item oriented presentation
Color presentation
Price lining
Vertical merchandising
Tonnage merchandising
Frontal presentation
Size presentation
ORGANIZATION STRUCTURE
HIERARCHY
Following are organizational hierarchy in Big Bazaar
1. STORE MANAGER
This is the highest position in the store. He is the father and head ofthe family. He is the
decision maker for the store. The store manager is the responsible for both the top line
responsibility is sales and the bottom line responsibility is profit.
Role of Store Manager involves
Ensuring smooth operations ofthe store.
Making plans to ensure highest profit for the store.
Proper execution ofplans.Deciding on offer/deals for clearance ofproducts.
Conducting meeting for proper communication flow
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2. ASSISTANT STORE MANAGER
There are three ASMs in the store. Each ASM looks after 1 to 2 department of the
store. The main function of the ASM is to assist the SM in his targets and help achievehim the same.
3. DEPARTMENT MANAGER
This designation is present for both functional departments as well as the store
department. A definite sales target is set for each department and it is responsibility of
each DM to achieve the same. The DMs of the functional department are responsibility
ofthe smooth operation oftheir respective departments.
4. ASSISTANT DEPARTMENT MANAGER
As the name suggests, the main role of the ADMs is to assist the DMs in their work.
There are 8 ADMs in the store.
5. TEAM LEADER
Sometimes department is divided into sections and there are different teams appointed
to look after these sections. Team leaders are the heads ofsuch teams.
6. TEAM MEMBERS
These comprise of almost 80% of total staff. They are the actual customer facing
members and their key role is to provide best service to the customer. Pleasing
personality, good communication skills and overall product knowledge are the main
requirement for this post.
FUNCTIONAL DEPARTMENT
The store operations are divided into various operations which are carried out by the
respective functional departments.
1. Human Resource Department (HR).
2. Logistic Department.
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3. Commerce Department.
4. LT Department.
5. I.T Department.
6. Maintenance and Facility Department.
7. Administration Department.
8. Visual Merchandising Department (VM).
1) Human Resource Department.
Human resource development deals with the following:
1. Manpower recruitment.
2. Manpower Training and development.
3. Maintaining personal record ofemployees.
4. Deciding salaries and wages.
5. Employee welfare.
Manpower Recruitment:
Recruitment for the position of team members, team leaders and sometimes even
Assistant Department Managers is done at the store by HR head, Store Manager and
Assistant Store Manager. However for recruitment of higher posts like Department
Manager, the selection is done at zonal office.
Manpower Training and Development.
The main idea behind this program is to develop knowledge, skill and attitude required
by an individual to perform adequately a given task.
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This training program has been successfully improving the performance of the
employee and which in turn has enhanced the organization al performance.
Various training programs along with the written test at each of the training levels have
been designed. They are cashiering training, group philosophy, training on retail
business, values, sales trainee, policies, product knowledge etc
Maintaining Employee Records.
The personal information of each employee is maintained in the SAP. Information
related to leaves, provident fund, gratuity, employee state insurance, bonus, salary,
personal loan etc, is maintained by the HR department.
Deciding Salary and Wages
The salary is finalized considering the following factors:
Current salary level.
Qualification and Experience.
Level at which the job is offered.
Existing salary levels in the organization.
Market trends.
Various leaves are available to the employees like casual leave, sick leave, earned leave,
maternity leave, all purpose leave, paid holiday, compensatory off and weekoff. Any
changes in the salary are made on the basis of appraisal and overall rating of the
employees.
Employee Welfare
Every organization conducts welfare activities for its employees. The welfare activities
in Big Bazaar are unique by themselves:
Award to staffthat help in pointing pilferage.
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Culture activities to provide scope for their hidden talents.
Long term service awards.
Birthday celebrations.
Extra benefits for night shift employees.
2) LOGISTICS DEPARTMENT
The inventory levels ofthe store have to be maintained to avoid any stockouts. Logistics
department is mainly concerned with the stock management in the store. They maintain
supplyflow
ofrequired st
ock. The
focus
oflogistics department in
on rem
oving
inefficient in fulfilling customer demand in real time.
Role of logistics department
Safe and reliable transport in as much low price as possible.
Maintain contact with distribution teams (trucks, trains) and track where the
material is.
Partnership with transportation firm so that cost and transportation can be
shared does not occupy the whole truck space. Merchandise received from the central warehouse or vendors are taken to the
store after undergoing the inward process. The excess merchandise displayed on
the floor gets sold out. It refers to the effective and cautious way of moving the
merchandise from store warehouse to respective section inside the store where
they have to be displayed and sold to the customers.
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PRODUCT PROFILE:
Ground Floor:-
Food Bazar
Fruits & Vegetables
Bakery Items
Crockery
Dal, Rice, Atta, Rave,
Oils, Masala itemsDry fruits
Ready meals
Breakfast cereals
Soft drinks
Cosmetics
Herbal
Confectionery
Non-Food DeptCash Counter
Announcement Dep.
Detergents, phenyl
Dish wash, tissue papers, scratch,
Soap, tooth paste, shampoo,
Deodorants, body spray.
Talcum powder.
Perfumes
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Level 1
Stainless Steel Utensils
Plastics
Generel Books
Childern Stationary
Office Stationary
Games VCD's & DVD's
NBD (New Business Development)
Gift items
Car & Motor Cycle Covers
Bed sheet, towel, curtain,
Quilt, pillow
Bags, trolley bags
Saints & Perfumes
Home Decor
Toys and sports Dept
i)Soft Toys
ii)Hard Toys
Home Line
Bed Sheets,Pillows,Bed Spreads
Towels,Yellow dust
Carpets,Cushion Covers
Chair Bags
Footwear Bazar
Shooes, slippers
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LEVEL 2
Clothes Dept
1 .Ladies sarees
2. Girls Dress Materials
3. Kids Wear
Ladies Accessories
Mens Formals & Casuals Wears
Mens Accessories
Belts
Fabrics
Jewelery
Baby cares
Diapers
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Cities where stores are located:
Agra, Ahmedabad, Allahabad, Ambala, Asansol, Bangalore, Mysore, Hubli,Bhubaneshwar, Chennai, Coimbatore, Palakkad, Kolkata, Delhi, Durgapur, Gajiabad,
Gurgaon, Hyderabad, Indore, Lucknow, Kanpur, Man galore, Mumbai, Nagpur, Nasik,
Panipath, Pune, Rajkot Surat, Thane, Thiruvananthpuram & Vishakapatnam .
Awards and Achievements
2009
CNBC Awaaz Consumer Awards 2009
y Most PreferredMulti Product Chain - Big Bazaar
y Most PreferredMulti Brand Food & Beverage Chain - Big Bazaar
Images Fashion Forum 2009
y Most Admired Fashion Group OfThe Year - Future Group
y Most Admired Private Label - Pantaloons, the lifestyle format
y Critics Choice For Pioneering Effort In Retail Concept Creation -
Central
Coca-Cola Golden Spoon Awards 2009
y Most Admired Food & Grocery Retailer OfThe Year
y
Most Admired Food Courty Most Admired Food Professional
2008
Indian Retail Forum Awards 2008
y Most Admired Retail Company ofthe year - Future Group
y Retail Face ofthe Year - Kishore Biyani
y Best Retailer OfThe Year ( Hypermarket) - Big Bazaar
Future Group was awarded the Most Admired Retail Company of the year by
the Indian Retail Forum at a glittering ceremony organised in Mumbai. MrKishore Biyani also won Retail Face of the Year. India Retail Forum (IRF) is a
platform for intellectual insights and information exchange for the retail
business in the Indian subcontinent.
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The forum presents the business ofretail in the region to a global audience, with
the express aim offacilitating understanding about and encouraging investment
in this massive marketplace.
Big Bazaar, the value format ofFuture Group bagged the Best Retailer OfThe
Year(Hypermarket).
The INDIASTAR Award 2008
Food Bazaar: Best Packaging Innovation
Food Bazaar bagged the INDIASTAR Award for Best Packaging Innovation in
India, for its private label brand Fresh And Pure Chakki Atta.
INDIASTAR Award is a biennial event which aims to promote and encourage
excellence in packaging design, innovation and technology. The contest was
established in 1972 and is considered as the most popular and premier event for
Indias packaging fraternity. This year there were around 357 entries and the
participants had to submit a sample oftheir designs for selection.
With this award, Pantaloon Retail (India) Limited becomes the first Indian
Retailer to win the prestigious INDIASTAR Award.
Retail Asia Pacific 500 Top Awards 2008
y Gold Winner - Top Retailer2008 Asia Pacific
Retail Asia Publishing Pte, the institutor of these awards, aims to set a platform
that appraise, raises and recognizes the development and growth of retailing
throughout the Asia Pacific region.
Coca-Cola Golden Spoon Awards 2008
y Most Admired Food & Grocery Retail Visionary of the Year: Kishore
Biyaniy Most Admired Food & Grocery Retailer of the Year Supermarkets:
Food Bazaar
y Most Admired Food & Grocery Retailer of the Year - Hypermarkets:
Big Bazaar
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y Most Admired Retailer of the Year - Dynamic Growth in Network
Expansion across Food, Beverages & Grocery: Future Group
y Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big Bazaar
The Coca-Cola Golden Spoon Awards 2008, were given away for the first time
as a culmination of the Food Forum India 2008 a two day convention, which
saw the participation of leading brands, retailers & retail support organizations
from across the globe. The awards were presented to honour enterprise,
innovation and achievement in the food retailing business as a benchmark of
excellence.
The Reid & Taylor Awards For Retail Excellence 2008
y Retail Leadership Award: Kishore Biyani
y Retail Best Employer ofthe Year: Future Group
y Retailer of The Year: Home Products and Office Improvements:
HomeTown
The Reid & Taylor Awards for Retail Excellence are an important feature of
the Asia Retail Congress, Asias single most important global platform to
promote world-class retail practices. These awards are aimed at honouring the
best, in the Asian Retail scenario. India played host to Asia Retail Congress
2008.
2007
Images Retail Awards
Most Admired Retail Face ofthe Year: Kishore Biyani
Most admired retailer ofthe year: Large format, multi product store: Big
Bazaar
Most admired retailer ofthe year: Food and Grocery: Food Bazaar
Most admired retailer ofthe year: Home & office improvement: HomeTown
Most admired Retail Company ofthe year: Pantaloon Retail (India) Ltd.
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y Images Retail Forum followed strict international benchmarks in
deciding the top honours for Images Retail Awards 07, with IRIS as
knowledge partner and global consulting firm AT Kearney as the
Process Approver.
National Retail Federation Awards
International Retailer for the Year 2007 Pantaloon Retail (India) Ltd
y The National Retail Federation is the worlds largest retail trade
association with over 1.4 million members in the US and across the
world. Some ofthe past winners ofthe award includeMetro AG
(Germany), Carrefour (France), Zara (Spain), Boticario (Brazil) and Ito
Yokado (Japan). The award was presented at the Retails Big Show heldin January 2007 in New York.
World Retail Congress Awards
Emerging Market Retailer ofthe Year 2007 Pantaloon Retail (India) Ltd
y The inauguralWorld Retail Congress held in Barcelona, Spain in
March 2007 attracted over one thousand retail professionals from over
sixty countries. The awards were decided by a multinational Grand
Jury.Winners in other categories included Inditex, Mall ofEmirates,
Marks & Spencer and IKEA.
Hewitt Best Employers 2007
Best Employers in India (Rank 14th) Pantaloon Retail (India) Ltd
y Leading human resources consultancy, Hewitt Associates conducts an
annual survey ofthe best employers in India, as part of its global
initiative. It is based on CEO interview, People Practices Inventory and
Employee Opinion Surveys. Pantaloon Retail became the only retailer to
feature among the twenty-five best employers in India.
PC World Indian Website Awards
Best IndianWebsite In The Shopping Category - Futurebazaar.com
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PCWorld, a leading consumer technology magazine selected the best Indian
websites in various categories based on use oftechnology for deliveringsolutions, information being presented in an intuitive and concise manner and
overall experience aided by design.
Readers Digest Trusted Brands Platinum Awards
Trusted Brands Platinum Award (Supermarket Category) Big
Bazaar
y The Readers Digest awards are based on surveys done among
consumers by independent research agency, NielsenMedia Research.
This is the second consecutive time Big Bazaar has won this award.
2006
Retail Asia Pacific Top 500 Awards
Asia Pacific Best ofthe Best Retailers Pantaloon Retail (India) LtdBest Retailer in India Pantaloon Retail (India) Ltd
y The Retail Asia publication in association with EuroMonitor and
KPMG honours the best retailers in 14 countries across the AsiaPacific region. The awards were presented in Singapore in
October, 2006.
Asiamoney Awards
BestManaged Company in India (Mid-cap) Pantaloon retail (India)
Ltd.
The Asiamoney publication conducts a poll among fund manages and
investors and does a quantitative analysis offinancial performance to
select best managed companies in Asian countries.
Ernst & Young Entrepreneur ofthe Year Award- Ernst & Young
Entrepreneur ofthe Year (Services) Kishore Biyani
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CNBC Indian Business Leaders Awards
The First Generation Entrepreneur ofthe Year Kishore Biyani
y Organized by CNBC-TV18, the twelve awardees in various
categories are decided by a high profile jury, along with research
partners - The University ofChicago Graduate School of
Business, Development Dimensions International (DDI) and AC
Neilson ORGMARG.
Lakshmipat Singhania IIM Lucknow National
Leadership Awards
y Young Business Leader Kishore Biyani
The award recognizes and honors individuals who have contributed
consistently to the betterment ofour country through their pursuit of
excellence. The awards were presented in New Delhi by the Prime
Minister Dr.Manmohan Singh in December, 2006.
Images Retail Awards
Best Value Retail Store Big Bazaar Best Retail Destination Big
Bazaar
Best Food & Grocery Store Food Bazaar
Retail Face ofthe Year Kishore Biyani
The Images Retail Awards are decided through a nationwide consumer
& industry poll and nominations followed by performance assessment by
team ofanalysts and jury.
Readers Digest Awards
Platinum Trusted Brand Award - Big Bazaar
The Readers Digest awards are based on surveys done among
consumers by independent research agency, Nielsen Media
Research.
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CNBC Awaaz Consumer Awards
Most Preferred Large Food & Grocery Supermarket Big Bazaar
y Conducted in association with AC Nielsen-ORG Marg across 21
major cities, nearly 10,000 consumers were asked to choose their
most preferred brands.
Reid & Taylor Awards for Retail Excellence
Retail Entrepreneur ofthe Year Kishore Biyani
2005
Images Retail Awards 2005
y PRIL-Most Admired Retailer ofthe Year
y Food Bazaar- Retailer ofthe Year(Food and Grocery)
y Big Bazaar-Retailer ofthe Year(Value Retailing)
y Central-Retail Launch ofthe Year
Voted by Business Today magazine as one of the
y Top 20 Companies in India to watch in 2005
y Indias most investor-friendly companies in the top 75
y Indias Biggest wealth creators in the top 100
DAKS London
PRIL- Brand Builder ofthe Year
2004
Images Retail Awards 2004
y PRIL- Most Admired Retailer of the Year Food Bazaar- Retailer of the
Year(Food and Grocery)
y Big Bazaar-Retailer ofthe Year(Value Retailing)
y Central-Retail Launch ofthe Year
Reid & Taylor and DLF Awards
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PRIL - Retailer ofthe year
y
y
2003
Indian Express Award
y
PRIL Marketing Excellence and Excellence in Brand Building
Indusland Bank (India Brand Summit)
y PRIL - Excellence in Brand Building
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SWOT ANALYSIS
STRENGTHS
High brand-Equity in evolving retail markets.
State ofart infrastructure ofthe Big Bazaar outlets.
Point ofpurchase promotions to increase the purchase.
Variety ofstuffunder single roof increasing customer time and available choices.
Low price
Customer service desk.
Advertisement.
Large volume ofcapital investment.
Discount.
WEAKNESSES
Unable to meet store opening targets.
Falling ofrevenue per square feet.
Less store space.
Unavailability ofbranded items.
Inadequate Stock.
Some products are very costly.
OPPORTUNITY
Organized retail is just 8% oftotal pie ofIndian market.
Evolving consumer preference in recent years.
Huge complexes offer shopping.
THREATS
Competitors, Global big players planning toforay into the markets.
Government policies are not well-defined in emerging markets like India.
Unorganized retail market ofIndia.
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FINDINGS
y Various service quality factors.
y
Convenience factor
y Store factor
y System
y Customer relationship
y Efficiency
y Accessibility
y There is significant association between Gender and service quality.
y There is a significant association between Age and store factor, system,
efficiency factors.
y There is significant association between education and store factor. System
and efficiency factor.
y There is a significant association between profession and convenience, system
and efficiency factor.
y There is an association between martial status and convenience, customer
relationship factors.
y There is an association between monthly income and convenience, system,
customer relationship.
y There is an association between household type and system, customer
relationship.
y There is an association between monthly expenditure and convenience, store
factor system.
CONCLUSION
This study has basically helped to know the service quality and customer gap between
exception and perception and what influence people to shop at big bazaar. Most of the
customers are influenced by the offers in Big Bazaar have great offers for there
customers that acts as the motivating factor which brings the customers to Big Bazaar.
Customers shop more in the food bazaar and the mens wear department in Big Bazaar.
Customers feel that Big Bazaar has variety of products available in various
departments.
Customers feel that shopping with big bazaar is convenient and saves their valuable
time. This is due to the proper facility that is available in Big Bazaar.
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The display ofproducts (Kiosk) in Big Bazaar is very good and the customers feel that it
is very easy for them to find any product in the store. The ambience is also very good
but ho
wever it needs to
be impro
ved stillfo
r better custo
mer satisf
actio
n.Mo
stof
thecustomers are not aware of the Home-Delivery provided by the Big Bazaar. I believe
that Big Bazaar has the potential to satisfy its customers and retain them. And it has its
brand name to reckon with in the market.
The customers are very much satisfied with the retail outlets as these outlets maintain
and provide good quality, service, p rice, ambience, display of the products
infrastructure. The customers are greeted and respected very well by the employees of
the outlets as todays business is driven by consumers and the customer is called as the
king in the market.
Objectives
To study on Promotional strategies in Big Bazaar.
To create awareness by promoting and motivating them to buy the
products in Big Bazaar.
To provide the benefits by creating/building new strategies upon the
needs ofcustomers.
To bring an Big Bazaar product into a visual form through media.
To identify the customer emerging needs and their requirements.
To suggest new promoting strategies for the product so that they may
implement for promoting the product.
To suggest Big Bazaar employees to achieve the target of selling the
products.
To make Big Bazaar to succeed in the market by positioning the brand.
To identify the potential promotional offer.
To determine the factors, that influences customer purchase at Big
Bazaar.
To provide valuable suggestions that can influence the sale at Big Bazaar.
To know the customer expectation towards Big Bazaar.
To ascertain the satisfaction level ofcustomers in Big Bazaar.
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COMPETITORS INFORMATION
1. Spencer
2. LifeStyle
3. GopalanMall
4. Star Bazaar
5. More
6. Reliance Fresh
7. VishalMegamart
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