kavita shinde

INDUSTRY PROFILE

Retail is India’s largest industry, accounting for over 10 percent of the country’s GDP

and around 8 percent of the employment. Retail industry in India is at the crossroads. It has

emerged as one of the most dynamic and fast paced industries with several players entering the

market. But because of the heavy initial investments required, break even is difficult to achieve

and many of these players have not tasted success so far. However the future is promising; the

market is growing, government policies are becoming more favorable and emerging

technologies are facilitating operations.

Retailing in India is gradually inching its way toward becoming the next boom industry. The

whole concept of shopping has altered in terms of format and consumer buying behavior,

ushering in a revolution in shopping in India. Modern retail has entered India as seen in

sprawling shopping centers, multi-stored malls and huge complexes offer shopping,

entertainment and food all under one roof. The Indian retailing sector is at an inflexion point

where the growth of organized retailing and growth in the consumption by the Indian population

is going to take a higher growth trajectory. The Indian population is witnessing a significant

change in its demographics. A large young working population with average age of 24 years,

nuclear families in urban areas, along with increasing working-women population and emerging

opportunities in the services sector are going to be the key growth drivers of the organized retail

sector in India.

KLE SOCIETY BBA COLLEGE CHIKODI P a g e | 1

COMPANY PROFILE

Mr. Kishore Biyani CEO, Future Group.


Pantaloon Retail (India) Limited, is India’s 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 16 million square feet of retail space, has over

1000 stores across 73 cities in India and employs over 30,000 people.

The company’s leading formats include Pantaloons, a chain of fashion 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 of seamless destination malls. Some of its other formats include Brand Factory,

Blue Sky, AFL, Top 10 and Star and Sitara. The company also operates an online

portal, futurebazaar.com.

Future Value Retail Limited is a wholly owned subsidiary of Pantaloon Retail (India)

Limited. This entity has been created keeping in mind the growth and the current size of the

company’s value retail business, led by its format divisions, Big Bazaar and Food Bazaar.

The company operates 152 Big Bazaar stores, 170 Food Bazaar stores, among other formats,

in over 70 cities across the country, covering an operational retail space of over 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 modern retail in India.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a

large-format home solutions store, Collections, selling home furniture products and e Zone

focused on catering to the consumer electronics segment.

Pantaloon Retail is the flagship company of Future Group, a business group catering to the

entire Indian consumption space.


http://www.futurebazaar.com/

Future Group

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s

leading business houses with multiple businesses spanning across the consumption space. While

retail forms the core business activity of Future 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 35,000 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 of

Indian bazaars with the choice and convenience of modern retail.

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. The group’s specialty retail formats include, books and music chain, Depot,

sportswear retailer, Planet Sports, electronics retailer, Ezone, home improvement chain, Home

Town and rural retail chain, Aadhar, among others. It also operates popular shopping portal,

futurebazaar.com. Future Capital Holdings, the group’s financial arm provides investment

advisory to assets worth over $1 billion that are being invested in consumer brands and

companies, real estate, hotels and logistics. It also operates a consumer finance arm with

branches in 150 locations. Other group companies include, Future Generally, the group’s


insurance venture in partnership with Italy’s Generally Group, Future Brands, a brand

development and IPR company, Future Logistics, providing logistics and distribution solutions

to group companies and business partners and Future Media, a retail media initiative. The

group’s presence in Leisure & Entertainment segment is led through, Mumbai-based listed

company Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar and Bowling

Co. And family entertainment centers, F123. Through its partner company, Blue Foods the

group operates around 100 restaurants and food courts through brands like Bombay Blues,

Spaghetti Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato. Future Group’s joint

venture partners include, US-based stationery products retailer, Staples and Middle East-based

Axiom Communications. Future Group believes in developing strong insights on Indian

consumers and building businesses based on Indian ideas, as espoused in the group’s core value

of ‘Indians’. The group’s corporate punch line is, ‘Rewrite rules, Retain values’.

BIG BAZAAR


Big Bazaar is a chain of shopping malls in India currently with 152 outlets, owned by the

Pantaloon Group. It works on same the economy model as Wal-Mart and has had considerable

success in many Indian cities and small towns. The idea was pioneered by entrepreneur

Mr.Kishore Biyani, the head of Pantaloon Retail India Ltd.

Big Bazaar stores in Metros have a gaming area and kids play area for entertainment. Those

cities where is the stores are located.

Agra Ahmadabad Allahabad Ambala Asansol

Bangalore Bhubaneswar Belgaum Chennai Coimbatore

Palakkad Kolkata Delhi Durgapur Ghaziabad

Gurgaon Hyderabad Indore Lucknow Kanpur

Mangalore Mumbai Nagpur Nasik Panipat

Pune Rajkot Surat Thane Thiruvananthapuram

Vishakhapatnam

Big Bazaar is not just another hypermarket. It caters to every need of customer’s family.

Where Big Bazaar scores over other stores is its value for money proposition for the Indian

customers.

At Big Bazaar, customer will definitely get the best products at the best prices -- that’s what

Big Bazaar guarantee. With the ever increasing array of private labels, it has opened the doors

into the world of fashion and general merchandise including home furnishings, utensils,

crockery, cutlery, sports goods and much more at prices that will surprise customer. And this is

just the beginning. Big Bazaar plans to add much more to complete customers shopping

experience to find out where customer can shop at the Big Bazaar closest to customer.

VISION


Future group shall deliver everything, everywhere, every time for every Indian consumer

in the most profitable manner.

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 the

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 ensure that our positive attitude, sincerity, humanity and united determination

shall be the driving force in making us a success.


ORGANIZATIONAL CHART


Store Manager Asst Store Manager Dept ManagerAsst DM Team Leader Team MembersHR ManagerVisual MerchandisingAsst DM Administration MaintenanceHouseke-epingInfo SecurityMarketin-g Sales Manager Cashier CSD

PRODUCT PROFILE

a) NBD (New Business Development)

1) Watches

2) Sunglasses

3) Auto accessories

4) Car audio systems

b) Mobile Bazaar:

1) All kinds of mobile handsets ranging

from Rs 1000 to Rs 25000 of different

companies.

2) All mobile accessories

3) All major prepaid SIM cards

4) All post paid connections

5) Cordless phones & landline phones.

c) Sitara:

1) Cosmetics

2) Fragrances

3) Herbals

4) Pharmaceuticals

d) Star

1) Bangles

2) Jewelery sets

3) Bracelets

4) Hair Accessories

5) Bindies

6) Chins


Plastics, Utensils, Crockery (PUC)

e) Plastics:

1) Buckets

2) Casseroles

3) Containers

4) Boxes

7) Jugs & Mops

8) Bottles & Mugs

f) Utensils:

1) Plates, Bowls, Glasses

2) Non stick Cookware’s

3) Kitchen Tools

4) Tiffin Boxes

5)Spoons

g) Crockery:

1) Crockery cutlery

2) Trolleys

3) Dinner sets

4) Wine, Juice Glasses

h) Luggage:

1) Travel bags

2) Trolleys

3) School & College Bags

4) Ladies purse & bags

5) Shoes pouch


Apparels Department

a) Ladies Wear:

1)Ethnics

2) Accessories

3) Western wear’s

BRANDS

1)DJ&C

2)Spunk

3)Shyla

4)Shristi

5)Lea cooper

b) Men’s wear

1)Formal

2)Casual

3)Jeans

4)Accessories

BRAND

1)Lee cooper

2)Spunk

3)DJ&C

4)Shataranj

5)Knighthood

6)Buffalo

C) Kid’s wears

1) Boy’s section

2) Girl’s section

3) Infant’s boys & girls section

BRAND

1)Lea cooper

2)Pink & blue

3)Sach

4)C-tee

5)Disney

6)Disney minymouse

f) Toys Department:

1) Soft Toys

2) Board games

3) Dolls

4) Educational toys

5) Remote Cars , bikes

6) Sports items: Cricket bats, balls,

badminton & tennis rackets, hockey bats

etc

7) Cycles


A) Footwear Department:

1) Sports shoes

2) Casual shoes

3) Formal shoes

4) Men’s sandals

5) Ladies sandals

6) Ladies casuals

7) Ladies Fancy slippers

8) Children shoes & Sandals

B) Furniture Bazaar:

1) Bedroom Accessories

2) Hall Accessories ( Chairs, Tables etc)

3) Mattresses

4) Dressing Table

5) Wardrobe, Almirah etc

C)Home Linen Department:

1) Bed sheets, Bed spreads, Pillows, Pillow

covers Blanket etc

2) Towels, Napkins, Yellow duster

3) Curtains, Mats, Table mats, mosquito

nets etc

4) Carpets, Cushion covers, Razai

5) Shopping bags, Fridge covers, Washing

machine covers, woven covers, T.V covers,

Saree covers, C.D Pouch, Shoe Covers etc

BRANDS

1)Ceylon,2)Dream line

3)Bombay dyeing

D) Home Decor:

1) Flower Vase

2) Artificial Flowers,

3) Candle stand

4) Umbrellas

5) Photo Frames

6) Frame & Wall Paintings

7) Assorted Color Stones

8) Water Falls (artificial)

9) Birthday items


Food Bazaar

A) Beverages:

1) Soft drinks

2) Mineral water

3) Health drinks

4) Fruit Juices

5) Frozen items

B) Staples Dept:

1) Dals, Rice, Wheat, Ragi etc,

2) Atta, Rava items, Sugar, Salt etc

3) Cooking Oils, Masala items

4) Dry fruits

5) Ready to cook foods & mixes

6) Spices

7) Breakfast Cereals

C)Fruits & Vegetables:

All kinds of fruits and vegetables at the

lowest prices.

E)Confectionaries:

1) All kinds of Chocolates and

2) Cakes and other sweets

D) Process Dept:

1) Health drinks

2) Ready to eat

3) Namakins

4) Soups, Bread items, Pickle

5) Instant mixes

6) Spreads


Home Care:

1) Phenyl, Detergents etc

2) Washing powder etc

3) Dish wash, Tissue papers

4) Scratch, Shoe cases, Fresh wrap

Electronic Bazaar

1) Televisions, DVD Players

2) Home Theatre Systems, Audio Systems

3) Refrigerators

4) Washing Machines

5) Microwave Owen

6) Mixers, Irons & Grinders

7) Computers, Laptops, Printers &

Computer accessories

8) Juicers etc


AREA OF OPERATION

The total area operation of Big Bazaar is 52000 sq ft. retailing operation contains 38000

sq ft. Most 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 2, 00,000 SKUs in a wide

range of categories led primarily by fashion and food products. 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 (4,600 m2) of retail space. While the larger metropolises have Big Bazaar Family centers

measuring between 75,000 square feet (7,000 m2) and 160,000 square feet (15,000 m2), Big

Bazaar Express stores in smaller towns measure around 30,000 square feet (2,800 m2). Big

Bazaar has the facility to purchase products online through its official web page, and offers free

shipping on some of their products

COMPITITATION INFORMATION

The main competitors for Big Bazaars at Belgaum

Reliance fresh

More

Local retailers (Unorganized retailers).


SWOT ANALYSIS

1. Strength

Everyday attractive offers

Point of purchase (POP).

Experienced marketing team executive staff

Emphasis on providing total customer satisfaction

Variety of stuff under single roof

Maintain good employee-employer relationship

2. Weakness

Unable to meet store targets.

Unavailability of popular brands.

3. Opportunities

Population of country is growing where the scope of market is kept on increasing for

organized retail sector.

Evolving consumer preference.

4. Threats

Competition from organized retail players which are in market and are emerging.

Competition from local retailers (Unorganized retailers).


LEANING EXPERIENCE

The Project is making in Big Bazaar at Belgaum. My experience was nice while doing

project in there, I got an opportunity for built my confidence level. The Big Bazaar is hyper

market, where I need to interact with customer.

And my project topic was Effectiveness of Promotional Offers at Big Bazaar, in

Belgaum. So I was observe the offers day-to-day and it conveying the message to customers, the

products are available in an affordable price at Big Bazaar.

This Project had completing with enjoying and repeatedly. Finally I got Product

knowledge, improve communication skill, Time sense & discipline and I can mingle with

customer problem.


PART-B

Statement of the problem

“EFFECTIVENESS OF PROMOTIONAL OFFERS AT BIG BAZAAR”

Promotional offers are made very effective part while buying & selling of the product. Here the

Big Bazaar also has the same thing in this retailing sector. Promotional offers in Big Bazaar get

problems in current market position.

The function of promotion is to accelerate action stated by other marketing activities.

Promotion acts as a catalyst to accelerate action, primarily on the part of the consumer. It

supplements, but is not a substitute for, advertising and selling efforts.

Promotion accelerates action by changing the price – value relationship of the brand.

Every product has an established value in the minds of the consumer. This is what the consumer

is normally willing to expend (in money) for what he gets, or thinks be gets, when he buys the

product.

Promotion changes this price-value relationship to the point where the individual is

stimulated to take a desired action. It does this in most cases either by lowering the price or by

increasing the value of the product or both when to use promotion:

The need for promotion varies because

1. A brand’s quality is inferior to competition;

2. A brand’s advertising is not as persuasive as competitive copy; or

3. A new brand is being introduced


Objective of the Promotional Offers at Big Bazaar

To test the effectiveness of the communication of the offers to the consumers

To test the awareness level among public with respect to offers of Big Bazaar

To assess the attractiveness of the offers to customers at Big Bazaar

To find out the competitive differences of Big Bazaar with other Retail competitors.

LIMITATION OF STUDY

This report based on the only one shopping mall of Belgaum.

This report based on some selected questionnaires. Customer’s feedback was analyzed

here.


RESEARCH METHODOLOGY

Data Source : Primary Data

(From questionnaire and personal interaction)

Secondary data –Website,

Research approach : Survey method.

Research Instrument : Questionnaire

Sample plan : Personal Interview

Sample unit : Customers of Big Bazaar

Sampling method : Convenience sampling

Sample Size : 100 customers

DURATION OF PROJECT

Duration of the Project 18th Nov 2013 to 18th Dec 2013.


DATA ANALYSIS

1) Are you aware of Promotional Offers at Big Bazaar? (If NO, Please go to Question

No 3).

Frequency Percentage

Yes 80 80%

No 20 20%

80%

20%

Awareness of Promotional Offers at Big Bazaar

Yes No

INTERPRETATION:-

Here, Majority (80%) of the customers surveyed were aware of the Promotional offers at Big

Bazaar. Rest of the (20%) customer does not aware about the promotional offers in Big Bazaar.


2) What was the mode of communication?


TV 16 16%

News Paper 43 43%

Hording 19 19%

Magazines 22 22%

16%

43%

19%

22%

Mode of communicationTV News paper Hordings

INTERPRETATION:-

News paper was the most effective mode for communication, followed by hoardings and

TV advertisements. Here 43% of people aware from News paper, 16%, people aware from TV,

19% people aware from Hording & 22% peoples are aware from magazines about Big Bazaar

Offers.


3) Did you notice/ hear about the promotional offers TODAY?


Yes 64 64%

No 36 36%

64%

36%

Notice/hear about promotional offers TODAY

Yes No

INTERPRETATION:-

Promotional offers are noticed and heard by the customers during their shopping in the

Big Bazaar, 64% people noticed about today’s offer, then 36% people they don’t know about

the today’s offer.


4) How frequently you visit to Big Bazaar?

No. Of Customer Percentages

Occasionally 29 29%

Once in a month 23 23%

Once in a week 21 21%

Daily 14 14%

As & when required 13 13%

29%

23%21%

14%

13%

Frequently visit to Big BazaarOccasionally Once in a month Once in a weekDaily As& when required

INTERPRETATION:

Here,29% of the customers visit Big Bazaar Occasionally, like Big Day’s.23% of

customers visit once in a month, 21% of customers visit once in a week, either on Wednesday or

weekends, 14%&13% of respectively customers visiting daily and as and when required.


5) The Promotional offers at Big are attractive & induce me to make a purchase?


Strongly agree 10 10%

Agree 63 63%

Neither agree/Nor Dis-agree 24 24%

Dis-agree 03 03%

10%

63%

24%

3%

Big Bazaars are attractive & induce for make a purchase

strongly agreeAgreeNeither agree/Nor dis-agreeDis-agree

INTERPRETATION:-

Hence, 10% strongly agrees, 63% agree with promotional offers of Big Bazaar, 24%

neither agree nor dis-agree and remaining customers dis-agree with promotional offers at Big

Bazaar.

6) For which range of product/brands you expect promotional offers?



Clothing 49 49%

Groceries 31 31%

Electronic Items 12 12%

Furniture 8 8%

48%

31%

12%

8%

Range of product/brands you expect pro-motional offers

ClothigGroceriesElectronic itemsFurniture

Interpretation:

Here 49% Customers attract with clothing. That they are think clothing have good

number of product range so they are go with clothing, Then 31% customers go to groceries,

12%&8% respectively electronic items and furniture have product/brands ranges.


7) Have you availed any offers during your recent visits?


Yes 63 67%

No 33 33%

67%

33%

An availed any offers during your recent visits

YesNo

INTERPRETATION:-

Majority 67% of the customers availed benefit of promotional offers, that they are

missed the promotional offers during the recent visit, because of that they not aware about the

promotional offers at Big Bazaar. Then the 33% of customers are used the benefit offers of Big

Bazaar.


8) Do you communicate offers at Big Bazaar to your friends/ relatives?


Yes 78 78%

No 22 22%

78%

22%

Communicate offers at Big Bazaar to your Freinds/relatives

YesNo

INTERPRETATION:-

Hence majority 78% of customers did communicate benefits of Promotional offers at

Big Bazaar from their friends and relatives, some of the customers are they get benefit of

promotional offers at Big Bazaar from their friends & relative.

9) How do you compare the Big Bazaar and others?



Big Bazaar Other retail store Big Bazaar Other retail store

Price 70 30 70% 30%

Quality 69 31 69% 31%

Product range 78 22 78% 22%

Promotional offers 83 17 83% 17%

Ambience 87 13 87% 13%

price Quality Product range Promotional offers Ambience

70% 69% 78% 83% 87%

30% 31% 22% 17% 13%

Which is better BIG BAZAAR Or OTHER RETAIL STORE

Series 1, is Big Bazaar

Series 2 is Other Retail store.

INTERPRETATION:

Hence majority of 70% of customers find price better compared to other retail

stores,69% Quality at Big Bazaar is good as compared to other retail stores,78 % of Customers

feel product range good at Big Bazaar, 83% Promotional offers are good compared to other

retail stores, Majority 87% of the customers find Ambience very good.

10) Do promotional offers make you feel like visiting Big Bazaar again?



Yes 95 95%

No 05 05%

95%

5%

Offers make feel like visiting again

YesNo

INTERPRETATION:-

Hence 95% of customers are attracting to promotional offers at Big Bazaar, so they said

yes we will visit again to Big Bazaar, some of the customer say we will think about that, so the

5% of the customer says no.


FINDINGS OF THE REPORT

This analysis is shows many of the customers are not aware about the daily offers at Big

Bazaar.

Better mode of communication.

This analysis is shows the Quality of the Big Bazaar products.

Many of customers missing the availed offers during their recent visit.

Promotional offers are attractive, but that are not effective on customers mind.

This analysis is shows products or brands are not Popularity expected promotional

offers.

This analysis is showing the customers are satisfied with the Big Bazaar offers.


RECOMMENDATIONS & SUGGESION

Big Bazaar, It wants to increase the showing of signage for the daily offers.

Maintain the Mode of communication Mode.

Improve the Quality of the products.

Big Bazaar wants to make image for positioning in customer mind.

To maintain the get availed offers during customer’s recent visit to the Big Bazaar.

Maintain the quality of products & brands for popularity in Big Bazaar.


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. We can conclude that Big Bazaar has one of the major

retail industries in India. It has created well image in consumer mind.


References 1. Philip Kotler, marketing management,

(Pearson education, 12th edition)

2. Naresh Malhotra marketing research (An applied orientation), Research design,

(Prentice hall of India pvt. 5th edition)

3. Service Marketing by M.K Rampal

4. Integrated service marketing (4th edition) by Zeithmal

Internet web sites

1. Bigbazaar.co.in

2. Literature review on bigbazaar.com

3. Retailseminar.in


Questionnaire sample for Effectiveness of Promotional offe at Big bazaar .

Dear Customer,

NAME:_____________________________OCCUPATION:_____________________

CONTACT No.:_______________________ GENDER: Male, Female

Dear Respondents,

Kavita shinde a student of BBA 5th sem. BBA College, Chikodi, I have

undertaken a project titled “Effectiveness of Promotional offers” at Big Bazaar, Belgaum.

Hence I request your kind co-operation by sparing your precious time in answering the

following questions and providing information. (Please mark)

1) Are you aware of promotional offers at Big Bazaar? (If No, please go to question No. 3)

Yes No

2) If yes, what was the mode of communication?

TV News Paper Hoardings

3) Did you notice/ hear about the promotional offers today?

Yes No

4) How frequently you visit Big Bazaar?

Occasionally Once in a month once in a week

Daily As and when required

5) The Promotional offers at Big Bazaar are attractive and induce me to make a purchase?

Strongly Agree Agree Neither Agree/ nor Dis-agree Dis-agree Strongly

Dis-agree


6) For which range of products/brands you expect promotional offers? (Please Rank from scale

1being high to 4 being lowest)

Clothing Groceries Electronic items Furniture

7) Have you availed any offers during your recent visits? (If No, please go to question No. 9)

Yes No

8) Do you communicate offers at Big Bazaar to your friends/relatives?

Yes No

9) Where do you find the following better (please mark) At Big Bazaar

At other Retail shops

Price

Quality

Product range

Promotional Offers

Ambience

10) Do offers make you feel like visiting Big Bazaar again?

Yes No

THANK YOU


kavita shinde

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