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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36250518 Internship Training Report 1

Documents