A Study on Impact of the Big Bazaar Weekend Patrika on Customers of Big Bazaar
Oct 28, 2015
A STUDY ON THE IMPACT OF BIG BAZAAR WEEKEND PATRIKA ON CUSTOMERS OF BIG BAZAAR
ORGANIZATIONAL STUDY
Submitted to
MAHATMA GANDHI UNIVERSITY, KOTTAYAM
In partial fulfillment of the requirement for the award of the
MASTERS DEGREE IN BUSINESS ADMINISTRATION(2011-2013)
BYAKASH VRegistration No: 36095
RAJAGIRI SCHOOL OF SOCIAL SCIENCESRAJAGIRI P.OKOCHI-683104
DECLARATION
I, Akash V, Student of Rajagiri College of Social Sciences, Kochi, hereby declare that this project report titled A Study on the impact of Big Bazaar Weekend Patrika on the customers of Big Bazaar is an original work carried out by me for the partial fulfilment of the requirement for the award of Masters of Business Administration degree of Mahatma Gandhi University, Kottayam.
I also declare that this project is original and has not been previously submitted for the award of any degree, diploma or any other similar title of Mahatma Gandhi University or any other University or Institute. Date: Place: Akash V
ACKNOWLEDGEMENT
I wish to express my sincere gratitude to the management and staff of the RAJAGIRI COLLEGE OF SOCIAL SCIENCES for providing me a wonderful opportunity to gain practical knowledge by including this project as a part of MBA curriculum.
I wish to thank Prof. Dhanya Alex for helping me by correcting and assistingin completing the project successfully. Also reserved on priority are my special wishes and gratefulness to management and staff of Big Bazaar, Old Madras Road, Bangalore for permitting and assisting me in the project. I would like to thank Mr. Shreemurthy of Big Bazaar, Old Madras Road, Bangalore, without his guidance this project would not have been possible.
LIST OF CONTENTS Sr .NoParticularsPage No.
1.Title Page01
2.Acknowledgement03
3.SECTION IIndustry ProfileCompany ProfileHierarchy of Future Retail Value India LtdOrganisational HierarchySWOT Analysis0813172741
4.SECTION IIResearch MethodologyAnalysis and InterpretationFindingsSuggestions45486566
5.APPENDIXQuestionnaire Form67
LIST OF TABLESTABLE NOTITLEPAGE
#1TABLE SHOWING PROFILE OF RESPONDENTS (GENDER)48
#2TABLE SHOWING PROFILE OF RESPONDENTS (AGE)49
#3TABLE SHOWING MONTHLY INCOME OF CUSTOMERS
50
#4TABLE SHOWING THE VISITING PATTERN OF CUSTOMERS51
#5TABLE SHOWING PROFILES OF CUSTOMERS (MOTHER TONGUE)
52
#6TABLE SHOWING CUSTOMERS VISITING PREFERNCE THROUGH ADVERTISEMENT INFLUENCE
53
#7TABLE SHOWING CUSTOMERS PREFERENCE FOR ADVERTISEMENT MEDIA
54
#8TABLE SHOWING AWARENESS AMONG THE CUSTOMERS ABOUT THE BB WEEKEND PATRIKA
55
#9TABLE SHOWING THE INFLUENCE OF THE WEEKEND PATRIKA ON CUSTOMERS
56
#10TABLE SHOWING WHETHER CUSTOMERS PURCHASING THE SAME PRODUCTS THAT HAS BEEN SHOWN IN THE NEWSPAPER OR NOT
57
#11TABLE SHOWING WHETHER OFFERS SHOWN IN THE BB WEEKEND PATRIKA IS WORTH FOR CUSTOMERS OR NOT
58
#12TABLE SHOWING RESPONSES OF THE CUSTOMERS FOR THE COMPANY THAT OFFERS, PROMOTE AND ADVERTISE BETTER
59
#13TABLE SHOWING WHETHER THE BB WEEKEND PATRIKA OFFERS CATER THE CUSTOMERS FAMILY NEED OR NOT
60
#14TABLE SHOWING CUSTOMERS PARTICIPATION WEEKEND PATRIKAS SPECIAL PROMOTIONAL OFFERS61
#15TABLE SHOWING WHETHER THE PROMOTION HELP IN BETTER PRODUCT AWARENESS OR NOT61
#16TABLE SHOWING THE DEPARTMENTS/SECTIONS WHERE THE CUSTOMERS PREFER MORE OFFER62
#17TABLE SHOWING CUSTOMERS SATISFACTION WITH THE WEEKEND PATRIKA63
LIST OF CHARTSCHART NOTITLEPAGE
#1FIGURE SHOWING PROFILE OF RESPONDENTS (GENDER)48
#2FIGURE SHOWING PROFILE OF RESPONDENTS (AGE)49
#3FIHURE SHOWING MONTHLY INCOME OF CUSTOMERS
50
#4FIGURE SHOWING THE VISITING PATTERN OF CUSTOMERS51
#5FIGURE SHOWING PROFILES OF CUSTOMERS (MOTHER TONGUE)
52
#6FIGURE SHOWING CUSTOMERS VISITING PREFERNCE THROUGH ADVERTISEMENT INFLUENCE
53
#7FIGURE SHOWING CUSTOMERS PREFERENCE FOR ADVERTISEMENT MEDIA
54
#8FIGURE SHOWING AWARENESS AMONG THE CUSTOMERS ABOUT THE BB WEEKEND PATRIKA
55
#9FIGURE SHOWING THE INFLUENCE OF THE WEEKEND PATRIKA ON CUSTOMERS
56
#10FIGURE SHOWING WHETHER CUSTOMERS PURCHASING THE SAME PRODUCTS THAT HAS BEEN SHOWN IN THE NEWSPAPER OR NOT
57
#11FIGURE SHOWING WHETHER OFFERS SHOWN IN THE BB WEEKEND PATRIKA IS WORTH FOR CUSTOMERS OR NOT
58
#12FIGURE SHOWING RESPONSES OF THE CUSTOMERS FOR THE COMPANY THAT OFFERS, PROMOTE AND ADVERTISE BETTER
59
#13FIGURE SHOWING WHETHER THE BB WEEKEND PATRIKA OFFERS CATER THE CUSTOMERS FAMILY NEED OR NOT
60
#15FIGURE SHOWING WHETHER THE PROMOTION HELP IN BETTER PRODUCT AWARENESS OR NOT61
#16FIGURE SHOWING THE DEPARTMENTS/SECTIONS WHERE THE CUSTOMERS PREFER MORE OFFER62
#17FIGURE SHOWING CUSTOMERS SATISFACTION WITH THE WEEKEND PATRIKA63
INTRODUCTION
Industry ProfileIntroduction The word "Retail" originates from a French-Italian word. retailier , meaning to cut a piece off or to break bulk. In simple it implies a firsthand transaction with the customer. Retailing is the set of activities that markets products or services to final consumers for their own personal or household use. It does this by organizing their availability on a relatively large scale and supplying them to customers on a relatively small scale. Retailer is a Person or Agent or Agency or Company or Organization who is instrumental in reaching the Goods or Merchandise. Indian retail industry is going through a transition phase. Most of the retailing in our country is still in the unorganized sector inspite Indian retail industry being ranked fifth in the world. The spread out of the retails in US and India shows a wide gap between the two countries. Though retailing in India is undergoing an exponential growth, the road ahead is full of challenges. But with 5.5 outlets per 1000 people, India has the largest number of outlets in the world. Almost 96% of these retail outlets are less than 500 sq.ft in size, the per capita retail space in India being 2sq.ft compared to the US figure of 16 sq.ft. Indias per capita retailing space is thus lowest in the world. In 2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12%. It is also expected to reach 22% by the end of 2010.Estimated size of retail in India by end of 2010 is US $416 bn compared to US $353 bn in 2008 showing an increase of 18 %.Increasing number of nuclear families, working women, greater work pressure and increased commuting time, convenience has become a priority for Indian consumers. They want everything under one roof for easy access and multiplicity of choice. This offers an excellent opportunity for organized retailers in the country who account for just 2% of the estimated US $180 billion worth of goods that are retailed in India every year, this figure is equivalent to the turnover of one single US-based retail chain, Wal-Mart. Shopping in India has witnessed a revolution with the change in the consumer buying behavior and the whole format of shopping also altering. Industry of retail in India which has become modern can be seen from the fact that there are multi- stored malls, huge shopping centers, and sprawling complexes which offer food, shopping, and entertainment all under the same roof. Strong underlying economic growth, population expansion, the increasing wealth of individuals and the rapid construction of organized retail infrastructure are key factors behind the forecast growth. As well as an expanding middle and upper class consumer base, there will also be opportunities in India's second and third-tier cities. The greater availability of personal credit and a growing vehicle population to improve mobility also contribute to a trend. In the Indian retailing industry, food is the most dominating sector and is growing at a rate of 9% annually. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food since at present 60% of the Indian grocery basket consists of non branded items. Economic reforms in 1990 fueled growth as Govt implemented broad liberalization policies relating to imports and FDIs. GDP grew faster which stimulated increased demand for consumer goods in rich and middleclass leading to retail sector growth. As a result, Foreign retailers entered India and began expanding their operations. Domestic retail community grew concerned as the new competition would result in job losses and closures hence lobbied against FDIs. Government banned FDI in 1997 but left loopholes which allowed foreign retailers to enter Indian markets. Eg Mc Donalds, M&S. In Feb 2005 Indian Govt. passed 100% FDI in construction and development sector paving the way for the foreign investments to develop shopping malls and warehouses. A year later, the cabinet approved policy allowing Single Brand retailers to operate. Analysts believe that entry of foreign retailers is just a matter of time citing 2005 2009 as a window of opportunity for domestic retailers to shape up. And now in 2010 the Industry is a booming phase.
The challenges facing the Indian organized retail sector are various and these are stopping the Indian retail industry from reaching its full potential. The biggest challenge facing the Indian organized retail sector is the lack of retail space. With real estate prices escalating due to increase in demand from the Indian organized retail sector, it is posing a challenge to its growth. With Indian retailers having to shell out more for retail space it is affecting their overall profitability. Trained manpower shortage is a yet another challenge facing the organized retail sector in India. The Indian retailers have difficulty in finding trained person and also have to pay more in order to retain them. This again brings down the Indian retailers profit levels. The primary goal of the most retailers is to sell the right kind of merchandise and nothing is more central to the strategic thrust of the retailing firm. Merchandising consists of activities involved in acquiring particular goods and services and making them available at a place, time and quantity that enable the retailer to reach its goals. Merchandising is perhaps, the most important function for any retail organization, as it decides what finally goes on shelf of the store. Pricing is a crucial strategic variable due to its direct relationship with a firm's goal and its interaction with other retailing elements. The importance of pricing decisions is growing because today's customers are looking for good value when they buy merchandise and services. Scale of operations which includes all the supply chain activities, which are carried out in the business is yet another one of the challenges that the Indian retailers are facing. The cost of business operations is very high in India due to inefficient back end operations.The retailers also need to make substantial investment in understanding/acquiring some advanced expertise in developing more accurate and scientific demand forecasting models. Re-engineering of product sourcing philosophies-aligned more towards collaborative planning and replenishment should then be next on their agenda. The message, therefore for the existing small and medium independent retailers is to closely examine what changes are taking place in their immediate vicinity, and analyze Whether their current market offers a potential redevelopment of the area into a more modern multi-option destination. If it does, and most commercial areas in India do have this potential, it would be very useful to form a consortium of other such small retailers in that vicinity and take a pro-active approach to pool in resources and improve the overall infrastructure. The next effort should be to encourage retailers to make some investments in improving the interiors of their respective establishments to make shopping an enjoyable experience for the customer. MAJOR RETAILERS IN INDIA PANTALOON RETAIL INDIA LIMITED Pantaloon is one of the biggest retailers in India with more than 450 stores across the country. Headquartered in Mumbai, it has more than 5 million sq. ft retail space located across the country. It's growing at an enviable pace and is expected to reach 30 million sq. ft by the year 2010. In 2001, Pantaloon launched country's first hypermarket Big Bazaar. It has the following retail segments: Food & Grocery: Big Bazaar, Food Bazaar Home Solutions: Hometown, Furniture Bazaar, Collection Consumer Electronics: e-zone Shoes: Shoe Factory Books, Music & Gifts: Depot Health & Beauty Care: Star&Sitara E-tailing: Futurebazaar.com Entertainment: Bowling Co.
TATA GROUP Tata group is another major player in Indian retail industry with its subsidiary Trent, which operates Westside and Star India Bazaar. Established in 1998, it also acquired the largest book and music retailer in India Landmark in 2005. Trent owns over 4 lakh sq. ft retail space across the country.
RPG GROUP RPG Group is one of the earlier entrants in the Indian retail market, when it came into food & grocery retailing in 1996 with its retail Food world stores. Later it also opened the pharmacy and beauty care outlets Health & Glow.
RELIANCE Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail market. It's expecting its sales to reach Rs. 90,000 crores by 2010.
AVBIRLA
AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis Philippe, Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in other segments of retail. It will invest Rs. 8000-9000 crores by 2010.
RETAIL FORMATS IN INDIA
Hypermarts/supermarkets: large self-servicing outlets offering products from a variety of categories. Mom-and-pop stores: they are family owned business catering to small sections; they are individually handled retail outlets and have a personal touch. Departmental stores: are general retail merchandisers offering quality products and services. Convenience stores: are located in residential areas with slightly higher prices goods due to the convenience offered. Shopping malls: The biggest form of retail in India, malls offers customers a mix of all types of products and services including entertainment and food under a single roof. E-trailers: are retailers providing online buying and selling of products and services. Discount stores: these are factory outlets that give discount on the MRP. Vending: it is a relatively new entry, in the retail sector. Here beverages, snacks and other small items can be bought via vending machine. Category killers: small specialty stores that offer a variety of categories. They are known as category killers as they focus on specific categories, such as electronics and sporting goods. This is also known as Multi Brand Outlets or MBO's. Specialty stores: are retail chains dealing in specific categories and provide deep assortment. Mumbai's Crossword Book Store and RPG's Music World are examples.
Company profileFuture groupFuture Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indias 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 16 million square feet of retail space in 73 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 of Indian bazaars with the choice and convenience of modern retail. The groups speciality retail formats include supermarket chain - Food Bazaar,sportswear retailer - Planet Sports, electronics retailer - eZone, home improvement chain -Home Town and rural retail chain - Aadhaar, among others. It also operates popular shopping portal www.futurebazaar.com Future Group believes in developing strong insights on Indian consumers and building businesses based on Indian ideas, as espoused in the groups core value of Indianness.The groups corporate credo is, Rewrite rules, Retain values.
Future Value India limited( PRIL) :Future Value Retail (India) Limited is India's leading retailer that operates multiple retailformats in both the value and lifestyle segment. Pantaloon has ushered a retail revolutionin India and its founder Kishore Biyani is known as India's "King of Retail". Pantaloon's headquarter is in Mumbai. The company currently operates over 5 million square feet ofretail space and has plans to increase it to 30 million sq. ft by 2011. Pantaloon has plans toopen over 3000 new stores by 2010.The companys 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, aLL, Top 10 and Star and Sitara. The company also operates an online portal, futurebazaar.com.
Pantaloon's origin can be traced to 1987 when the company was incorporated as Manz Wear Private Limited. The company launched Pantaloons trouser, India's first formal trouser brand. In 1992, Pantaloon launched its IPO. In 1994, The Pantaloon Shoppe -exclusive menswear store in franchisee format was launched across the country. Pantaloon started distribution of distribution of branded garments through multi-brand retail outlets across the nation. In 2001, Big Bazaar, India's first hypermarket chain was launched. In 2002, Food Bazaar, the supermarket chain was launched. In 2006, Future Capital Holdings, the company's financial arm launched real estate funds, "Kshitij" and "Horizon" and private equity fund "Indivision". The company is also planning forays into insuranceand consumer credit .
Future Value Retail Limited is a wholly owned subsidiary of Pantaloon Retail (India) Limited. With effect Jan. 1, the company separated its discount store business,which includes the Big Bazaar hypermarket and the Food Bazaar supermarketbusinesses, into Future Value Retail Ltd. 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 120 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, Collection i, selling home furniture products and eZone focussed 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.
Head quarter of Pantaloon retail limited: MumbaiNumber of stores : 1000 stores over 73 citiesEmployee strength: 30,000Stock Information Listed on:Bombay Stock Exchange Stock Code: BOM:523574
Company time line1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, Indias first formal trouser brand.1991 Launch of BARE, the Indian jeans brand.1992 Initial public offer (IPO) was made in the month of May.1994 The Pantaloon Shoppe exclusive menswear store in franchisee format launched across the nation. The company starts the distribution of brandedgarments through multi-brand retail outlets across the nation.1995 John Miller Formal shirt brand launched.1997 Company enters modern retail with the launch of the first 8000 square feetstore, Pantaloons in Kolkata.2001 Three Big Bazaar stores launched within a span of 22 days in Kolkata,Bangalore and Hyderabad.2002 Food Bazaar, the supermarket chain is launched.2004 Central - Indias first seamless mall is launched in Bangalore.2005 Group moves beyond retail, acquires stakes in Galaxy Entertainment, IndusLeague Clothing and Planet Retail.Sets up Indias first real estate investment fund Kshitij to build a chain ofshopping malls.2006 Future Capital Holdings, the companys financial is formed to manage over$1.5 billion in real estate, private equity and retail infrastructure funds. Plansforays into retailing of consumer finance products.Home Town, a home building and improvement products retail chain islaunched along with consumer durables format, Ezone and furniture chain,Furniture Bazaar.Future Group enters into joint venture agreements to launch insurance products with Italian insurance major, Generali.Forms joint ventures with US office stationery retailer, Staples.2007 Future Group crosses $1 billion turnover mark.Specialised companies in retail media, logistics, IPR and brand development and retail-led technology services become operational.Pantaloon Retail wins the International Retailer of the Year at US-basedNational Retail Federation convention in New York and Emerging Retailer of the Year award at the World Retail Congress held in Barcelona.Futurebazaar.com becomes Indias most popular shopping portal.2008 Future Capital Holdings becomes the second group company to make a successful Initial Public Offering in the Indian capital markets.Big Bazaar crosses the 100-store mark, marking one of the fastest ever expansion of a hypermarket format anywhere in the world.Total operational retail space crosses 10 million square feet mark.Future Group acquires rural retail chain, Aadhar present in 65 rural locations.
Future Group manifesto
Future the word which signifies optimism, growth, achievement, strength, beauty,rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn, our ability to evolve.We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners.Our customers will not just get what they need, but also get them where, how and when they need.We will not just post satisfactory results, we will write success stories.We will not just operate efficiently in the Indian economy, we will evolve it.We will not just spot trends, we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow.It is this understanding that has helped us succeed. And it is this that will help us succeedin the Future. We shall keep relearning. And in this process, do just one thing, Rewrite Rules. Retain Values.
Vision of future groupFuture Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner.
Mission of future groupWe 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 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 infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.
Core values of future group Indianness: confidence in ourselves. Leadership: to be a leader, both in thought and business. Respect & Humility: to respect every individual and be humble in our conduct. Introspection: leading to purposeful thinking. Openness: to be open and receptive to new ideas, knowledge and information. Valuing and Nurturing Relationships: to build long term relationships. Simplicity & 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 of nature.
HIERARCHY OF FUTURE VALUE RETAIL INDIA LTD
Mr. Kishore Biyani, Managing DirectorKishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group.
Mr. Gopikishan Biyani, Wholetime DirectorGopikishan Biyani, is a commerce graduate and has more than twenty years of experience in the textile business.
Mr. Rakesh Biyani, Wholetime DirectorRakesh Biyani, is a commerce graduate and has been actively involved in category management; retail stores operations, IT and exports. He has been instrumental in the implementation of the various new retail formats.
Mr. Vijay Kumar Chopra, Independent DirectorV.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI) by profession and is a Certified Associate of Indian Institute of Bankers (CAIIB). His banking career spans over 31 years and he has served senior management positions in Central Bank of India, Oriental Bank of Commerce, SIDBI, Corporation Bank and SEBI.
Mr. Shailesh Haribhakti, Independent DirectorShri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants andpast president of Indian merchant Chambers. He is on the Board of several Public LimitedCompanies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc.He is on the Board of Company since June 1, 1999.Mr. S Doreswamy, Independent DirectorS. Doreswamy, is a former Chairman and Managing Director of Central Bank of India andserves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others.Dr. D O Koshy, Independent DirectorD. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute ofDesign (NID), Ahmedabad. He has over 24 years of rich experience in the textiles and garmentIndustry and was instrumental in the setting up of NIFT centres in Delhi, Chennai and Bangalore. He is a renowned consultant specializing in international marketing and apparel retailmanagement.
Ms. Bala Deshpande, Independent DirectorBala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also serves on theboards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League Clothing Ltd, among others.Mr. Anil Harish, Independent DirectorAnil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM from University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd Bank and Hinduja TMT, among others.
People accountable for various areas: Rakesh Biyani CEO Retail
Anshuman Singh CEO - Value Fashion
Damodar Mall CEO - Incubation & Innovation
Hans Udeshi CEO - General Merchandising
Hemchandra Javeri CEO - Home Solutions Retail (India) Ltd.
Kailash Bhatia CEO - Integrated Merchandising Group
Madhumati Lele CEO Services
Rajan Malhotra CEO - Big Bazaar
Sadashiv Nayak CEO - Food Bazaar
Sanjeev Aggarwal CEO Pantaloons
Vishnu Prasad CEO - Central & Brand Factory
Kruben Moodliar President- Operations (Value Retailing)
Mayur Toshniwal Head - Operations (North Zone)
Rajesh Joshi Head - Operations (West Zone)
Rohit Malhotra Head - Operations (South Zone)
Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation. It is a subsidiary of Future Group Venture Ltd's, and follows the business model of United States-based Wal-Mart.There was a time not so long ago that large department stores were a completely foreign concept in India -- but not anymore. The Big Bazaar is one such department store to have set up shop across the country. Since its first outlet opened in Kolkata in late 2001,the Big Bazaar has spread to towns and cities at an alarming rate. It caters to every need of your family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers.At Big Bazaar, you will definitely get the best products at the best prices - that's what we 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 you. And this is just the beginning. Big Bazaar plans to add much more to complete your shopping experience.With a slogan of "Is se sasta aur accha kahin nahi!" ("Nowhere cheaper or better than this!"), the Big Bazaar targets itself directly at the average Indian's love of following the crowd and scrambling for a good discount.Big Bazaar is planning to position itself as a value retailer after being hived off as an independent company within the Future Group. While a new company has been floated under the name of Future Hypermarket, the retailer is now considering a new name to represent its discount format. Currently, Big Bazaar contributes 64 per cent of the Future Groups total turnover. Big Bazaar has roped in cricketer and India ODI captain Mahendra Singh Dhoni as the brand ambassador for its extensive collection of fashion apparel.
BIG BAZAAR, Old Madras Road, Bangalore In India when a customer needs something for home, a typical thought is to seek it from the bazaar. A bazaar is a place where a complete range of product is always available to the consumer. This is true all over India. As the store would offer a large mix of products at a discounted price, the name big bazaar was finalized. That is how the store design was finalized. The store should on one hand provide the customer the look and feel of a bazaar and on the other hand should provide them a shopping experience. The store design and layout tells a customer what the store is all about. It is a very strong tool in the hands of the retailer for communicating and creating the image of the store in mind of the customer. The design and layout of the store are a means of communicating the image of the retail store. The primary consideration that a retailer takes into account while choosing the look of his store is his target audience, their need and their buying behaviour, secondly the merchandise that he is going to sell. OMR big bazaar (Family Centre) is a 7floor building comprising of 13 home line of business, 4 joint venture with (Lee cooper, Loot mart, Dollar store, Navras gold jewellery, sports) and few shop in shop. OMR big bazaar is the Indias biggest big bazaar with a 12000 per sq. feet sales. It comprises of built up area of 126655 sq. feet and retail area of 65043 sq feet with average footfalls of 7000 customers per day. Big bazaar is coming up of with more shop in shop so that they can cater to the needs of diverse culture of customers coming to the store. Customer coming to big bazaar can shop, eat and entertain themselves under one roof. There are many promotional activities done in the store to promote the in house brands. These activities are usually performed on big days in the week like Sundays, Saturday and Wednesday. The activities done are fashion show to promote fashion @ big bazaar. Fashion show was conducted in the exterior of the store by models that performed on the ramp wearing big bazaar clothing. Other activities are small games such as quiz contest, fashion show, etc. are been played to entertain customers and on the same front promote their products. Wednesday bazaar is mostly targeted at house wife handling low budgets for the week. Impulse bins are kept in areas where there are heavy footfalls and cash counters to make customers buy the products. Big Bazaar scores over other stores is its value for money proposition for the Indian customers. 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 you. And this is just the beginning. Big Bazaar plans to add much more to complete your shopping experience. Front area of the store has a no: of SIS(Shop in Shop) outlets .Store exterior comprises of a Caf Coffee day outlet, IngVysya ATM and stalls like: 1. Burger Man 2. Hyderabadi Biriyani Hut 3. Pop Corn Stop 4. Arabian Grape Juice Stall.
Ground Floor: The ground floor comprises of food and non- food items and is known as Food Bazaar. In short there are products which are included in the daily necessities check list of the customers. There are 18 cash till counters including one express counter in the ground floor. Food Bazaar is headed by Mr. Saravanakumar who is an ASM (Assistant Store Manager) and Customer Service desk by Mr. Roshan karriappa.Various sections prevailing in ground floor include:1. Fruits & Vegetables
2. FMCG- a. Food b. Non Food 3. Staples 4. Home delivery 5. Live Bakery 6. Liquor shop. 7. Future money 8. Photo Depot. 9. CSD The Contribution of Food Bazaar to the total sales for the year 2010-11 of the store was 43% .The space occupied by the Food Bazaar is 8076 Sq. feet out of 65043 of the total retail space i.e 12% of the total Store retail space and the per sq feet sales of Food Bazaar is Rs 2898.
1st Floor: This floor comprises of plastic, utensils and crockery. It also comprises of few impulse buying products such as ladies hand bags and foot wears this also helps in pushing the customer upwards in the store. General Merchandise is headed by Mr.Umesh. Thus 2nd floor comprises of the following categories:1. Kids wear2. Kids games & toys3. Soft toys4. Sports equipments5. Footwear6. Luggage7. Ladies hand bags (jute cottage is a shop in shop)8. Hardware & auto accessories.9. PUC (plastic, utensils & crockery) & Cookware 10. Navras gold jewellery (SIS) The Contribution of to the total sales for the Financial year 2010-11 are:
Childrens wear & accessories 4.5% Luggage - 1.84% Footwear - 2% Sports goods - 0.72% Toys - 1.6% PUC - 7.94%
The per sq feet sales are: Childrens wear & accessories - Rs.19600 Luggage is - Rs.12465 Footwear - Rs.17043 Sports goods and toys - Rs.15119 PUC - Rs.17118 2nd Floor: The second floor accommodates apparel department (men & ladies). Ladies and men mannequins dressed in updated trends on cubes & platforms looks attractive. Secondly the heavy discounts entice the customer to buy the products. One gets everything he/she needs in apparels. The categories are:1. Men wear2. Ladies wear3. Jewellery4. Loot mart5. Cosmetics
The Contribution of Apparels segment to the total sales for the year 2010-11 of the store was 15%.The space occupied by the Apparels segment is is 8076 Sq. feet out of 65043 of the total retail space i.e. 15% of the total Store retail space and the per sq feet sales of Apparels is Rs 1129. Apparels comprising of mens, ladies, kids and home fashion is headed by Ms.Jecintha.3rd Floor:This floor is known as electronic bazaar. Customers who are gadgets lovers will enjoy moving around this floor. This floor comprises of demo rooms where in the customer can see the demo of different gadgets they would like to purchase. It also consists of part of home bazaar. There is future money which provides installment payment system for customers Categories on this floor are:1. Depot2. Electronic bazaar. The Contribution of Electronics & Depot Segment to the total sales for the year 2010-11 of the store was 9.88% and 1.10% respectively. The space occupied by these segments is 6527 and 2514 Sq. feet resp. out of 65043 of the total retail space i.e. 10.03% and 3.86% respectively of the total Store retail space. The per sq feet sales of Electronics is Rs. 11228 and Depot is Rs. 3257.75.Electronic Bazaar is headed by Mr. Praveen.4th Floor: The floor is all about making your house look good and is known as home bazaar. Modular kitchens, bed rooms, living room, kids room are designed in different ways to give customers the idea of how the color schemes changes the look of the product. Co-ordinate presentation is an effective way of display. There are architect service been provide so that the customers can take the advice of the architect and plan for the purchase. Customers can even customize the product. This floor consists of the following:1. Modular kitchens2. Modular bed rooms3. Modular living rooms4. Kids room5. Grab n go6. Office furniture7. Mattress8. Home fashion9. Home dcor10. Home lights11. Home accessories12.SIS (Handicrafts). Furniture section is also headed by Mr. Ramesh. Supporting department offices like Human Resources, Maintenance and Cash Room are situated in the floor. Home Improvements/Decor is headed by Mr.Reddy.
5th Floor: Here is where customers can eat, play and relax themselves after shopping. The Chowpatty restaurant at OMR big bazaar have diverse food for customer from every culture Punjabi, chat, rolls, juices, south Indian food, ice creams, Chinese etc. when the customer enters the 5th floor the first and foremost thing that he/ she sees is the display of the food dishes at the everyday low prices. There are buffet dinners and lunch on the main days of the week such as Sunday, Saturday (Set at a nominal rate of Rs 99 for Vegetarian Buffet and Rs 130for Non Vegetarian).Food Court is headed by Mr Sheshu and Chef Dayanand.Aside the restaurant there is a game parlor wherein kids can enjoy themselves buy just putting a coin inside the machine. On the other side of the floor is a beauty salon called Star & Sitara with quality service at reasonable prices that suits the big bazaar tag line Isse sasta aur acha kahi nahi.So the fifth floor comprises of:1. Food court (restaurant)2. Game zone3. Beauty salon Star & Sitara.6th Floor: Staff is provided with an area named Fun Zone for having their food and tea/Coffee is been provided to them at regular intervals. The floor also comprises of Talwakars gym and Spa. Basement area of the store is used for customer car parking; logistics department is also located at the basement for efficient inwarding of stock. Logistics department is headed by Mr. Murugan and Mr. Balaji heads the Inventory Section. The head team of the store comprises of :Store Manager Mr. ShreemurthyUnit Store Head Mr. Saurabh DubeyOperations Manager - Mr. Nirmal Kumar DamodarAdministrative Manager - Mr. VinuMarketing Manager -Mr.Mohammed Zeeshan habbibulla.Human Resource Manager -Mr. VenkatHead Cashier - Mr. Madhukar
ORGANISATIONAL HIERARCHY
Functional DepartmentPEOPLE OFFICE
MARKETING(Support)
VISUAL MERCHANDISING(Support)
ADMINISTRATION
CASHIER
CSD
LOGISTICS
Customer Service Desk:1. GIFT WRAPPING: To ensure the customer delight by providing free gift wrapping service and ensure gift wrapping is done in an efficient & artistic manner. Only for the merchandise which are billed at the stores to be gift-wrapped, when a valid cash memo is produced at the counter. The customers will not be charged for the gift-wrapping paper & service.
2. EXCHANGE OF PRODUCTS:If a customer is not happy with what he/she purchased can exchange for some other product available in the store in 7 days after purchase. Detail about Exchange, - the product should be in saleable condition, for reasons of health and hygiene, lingerie and undergarments and any other product that can pose a health hazard, cannot be exchangedThe cash memo, as proof of purchase, is preferred to facilitate exchanges. However, even in absence of the cash memo, exchanges to be processed after checking for discounts given during sale. Customer purchases are guaranteed against manufacturing defects. Defective products should be exchanged in spite of use/ damage. E.g. running color, tears, breakage, cracks, scratches, plug-in faults etc.For electronic products that develop defects after a short span of usage, should be covered under the warranty. In case of repairable defects, merchandise will be repaired under the service warranty.Procedure: - Any customer is wishing to exchange merchandise to be directed to the Baggage Window by the Security Guard at the customer entrance. The staffs at the Baggage counter to issue a gate-pass for the merchandise to be carried into the store for exchange. When a customer approaches the CSD, CSD staff to check for the Gate Pass, Check for Cash Memo, if cash memo is not available, the CSD to check with the customer the date of purchase and whether what offer was prevalent for this merchandise on that date. The discounted amount has to be considered for exchanges/credit notes. Only after checking this, should the credit note be issued. After verification is complete and the product is eligible for exchange (if the product is in saleable condition), CSD to cancel the gate pass collected from the customer and file it for records. Ask the customer whether they would like a credit note for further shopping or a replacement piece at the CSD itself. If the product is not in the condition of re-sale or high value then CSD in charge to communicate the same to the respective Department Manager /Team Leader and DM/TL to ensure corrective action immediately. File the store copy of the Credit note with the Gate Pass. The customer may utilize the credit note for any other purchase at the store. If the customer does not want a Credit Note and insists on a full cash refund, the same should be facilitated with the authorization of the Head Cashier/Designated Manager.
3. HOME DELIVERY: Will be done from the store for the products like Food bazaar and some categories in Big Bazaar, for furniture and electronics will be done by the ware house. Delivery will be done within 24 hours (on which the customer is been promised)(Fragile and perishable merchandise- Fruits & Vegetables, Dairy Products like Butter, Milk Pouches, Oil /Ghee/ Liquid pouches packets, Crockery/Glassware are the exception for home delivery.)
4. STORE ANNOUNCEMENT:Announcement will be done for following reasons.1. Updating customers about on-going schemes discounts and offers prevailing in the store.2. Staff Announcements for effective functioning and smooth operations. 3. Customer Announcements as per their requests.
5. GIFT VOUCHERS, Gift Voucher (GV) is a gift or present that is exchangeable for goods in our shops. Gift vouchers are more personal than simply giving cash or other monetary bonus to the dearest. Big Bazaar Gift Vouchers are redeemable against all mentioned products for all the schemes and offers running on the shop floor in Big Bazaar & Food Bazaar across India. Gift Vouchers are available in convenient denominations of Rs 50, 100, 250, 500 and 1000. Gift Vouchers are valid only for a period of 6 months from the date of issue. EXCEPT: -Navaras (Gold), Electronics, Furniture and Mobiles and the vouchers cannot be exchanged for cash or cheque.
6. CUSTOMER INTERACTION:To ensure that all the staffs are interacting with the customer in promptness, courtesy, and accuracy the CSD staff need to ensure that the following procedure is followed.Checklist: Customer Interaction Standards I. Security Staff at Entrance1 Is he/she making smiling at the customers who enter?2 Is he/she saying "Please leave your baggage at the counter?3 When the customer returns after leaving baggage, is he/she saying "Welcome", giving a shopping basket/trolley, and saying "Happy Shopping?II. Security Staff at the Baggage Counter1 Is he/she saying "Good Morning/Afternoon/Evening?2 Is he/she asking "Is there anything precious/valuable in the bag?3 Is he/she putting the appropriate sticker if required & giving the token for the baggage?III. Security Staff at the Exit1 Is he/she tallying the number of bags with the bill?2 Is he/she saying "Thank you for shopping at Big/Food Bazaar. Good day/night?IV. On-the-Floor1 Is the TM/TL on the floor making eye contact with the customers & smiling at them? 2 Is he/she checking with the customers if they need help by asking "May I help you??3 Is the customer being escorted or guided to another section?
V. Housekeeping Staff1 Do the housekeeping staffs keep out of the customers' way while stocking/stacking products?2 Are they able to help a customer if he/she needs help?3 Do they come across as neat & clean in appearance?VI. At Checkouts1 Does the cashier make eye contact & smile at the customer?2 While scanning items, is he/she checking for loyalty program memberships etc.?3 Is he/she mentioning the day's schemes, if any, to the customer before final billing?4 Is he/she writing the number of bags on the bill?5 Is he/she giving the bill & any change with the right hand to the customer?6 Is he/she saying "Thank you for shopping at Big Bazaar. Please visit again.?VII. At the Customer Service Desk1 Is the person at CSD making eye contact & smiling at the customer?2 When faced with an angry/irate customer, is he/she? 3 Letting the customer talk through the problem without interrupting?4 Behaving in a calm manner & solving the problem as quickly as possible?5 Thanking the customer for bringing up the complaint/query?Ensure that all the above questions are in positives only, if not then the SM/ASM/DM can take an action to correct it.
7. CUSTOMERS CARE:To ensure customer delight by setting up a helpline center and being a one point contact for customer feedback / grievance /complaint / query / suggestion. Bridging the Communication Gap between the customers and stores. Establishing standards for telephone service that include promptness, courtesy, and accuracy. Department Manager of CSD has to directly interact with the customer and resolve the issue.
8. FACILITIES:To ensure customer delight by providing customers with a complete shopping experience. Like, Parking Area, Wheelchair, Store Ambience1. Music 2. Temperatures 3. Aromas 4. Lighting 5. Drinking Water 6. Rest Rooms7. Customer Seating ArrangementTo ensure that all the above facilities are been provided to the customers.
9. FREE GIFTS: Free gifts can be classified as: -Consumer offer: The free gift is printed on the product and is part of a national promotion being run by the supplier. In this case, the free gift could be inside the product, taped with the product or in loose form, we need to ensure that customers have got the free gift.Special Offer: Free gift, which is not printed on the product but given free of cost from vendor (from Big Bazaar ware house). This would usually come in loose form. Like Ugadi offer, Sugar offer etc.
10. TELEPHONE CALLS:Assist customers by providing them information over the phone. Regarding offers, customer grievances, delivery, product availability, store location etc.
11. BAGGAGE COUNTER:To keep customers belongings safe for convenience of the customers for shopping and Loss Prevention at store.
12. SHARE WITH US:To provide the customers with a medium to express their feelings about the store and to share their experience at the store the Share with us book\forms\email is used to revert back to the customers who have taken the pain to share their problems\feelings. The 3 medias, through which the customer can share their feelings, are1. Share With Us Book (Complain book)2. Share With Us Forms ( Feedback forms)3. E-mail [email protected]
PEOPLE OFFICEAssistant Manager : VenkatSenior Executive : Laya
The company aims at having one employee per 350 sq feet. The store HR after discussion with concerned department manager makes recruitment for Band 1 employees. Functions :1)Manpower Planning and Budgeting
The recruitment is solely based on resume, and in some cases referencefor Band 1 employees For band 2 employees, people are recruited through head hunting.2)People HygieneEvery employee is handed with three sets of uniforms and one set of shoe. The store has a funzone , where employees get to spend their breaks.3)Training & Induction
The various training programmes for employees include, Gurukool, PRISIM(for department managers to assistant managers), LEAP (Store manager to Assistant manager), SEEKHO, SAARATHI,SHISHYA. There are daily briefing and Saturday meetings for all employees for the purpose of knowledge sharing4)PO administrationThe store works in two shifts or staggered timings decided by the store manager /assistant store manager. Each shift will be 9hours including one lunch break and tea breaks each for a full work day. The store operate for sales between 10 am to 9.30 pm.
SHIFT TIMINGS- Weekend: 3 shifts (9:00 am, 11:30 am, and 1:30 pm) Week days: two shifts (9:00 am, 1:30 pm) Every employee should get one day off in a week, mutually agreed by the SM/ASM/DM on any day between Monday & Friday excluding Wednesday. It is compulsory to sign in an attendance register and Cooperate with security for Frisking and security check .Leave provisions for employees like Sick Leave, Compensatory Off, All purpose leave, Maternity Leave etc are done in concern with Human Resources.5)Employee DisciplineThe store doesnt tolerate indiscipline, matters relating to concealing will be handled with a warning letter. Matters relating to integrity will effect in termination of employment.
6)Rewards and Recognition. Rewards and recognition play a crucial role in performance. Department managers would send his nominations to store HR. Store HR and Store manager joint selects the right candidate. The basis for rendering rewards and recognition are target achievement, behavior, attendance, discipline, special achievement , tenure.
7)Special Initiative Special initiatives undertaken as part of employee welfare carried out at Big Bazaar store are Star Performer, Perks, Best Employee of the month etc..
ACTIVITY CHECK LIST FOR PEOPLE OFFICE
TasksYes/No
Check how the daily attendance report is generated from the system
Check how the grooming standards of the employees is carried on.
Check whether there exist a shoe polishing machine in the store for usage staff.
Check whether every working staff has ID cards.
Check whether staffs maintain daily checklist and sales target diary.
Get the list of SIS staff and their presence in the store.
Check the floor movement register is maintained
Check the availability of First Aid box.
Check the Funzone area status.
Check the manpower availability as per plan of the store.
Check for inputs for uniform register.
Check how PO monthly report is done.
VISUAL MERCHANDISINGVisual Merchandising Manager :Visual merchandising is everything the Customer sees, both outside & inside a store that creates a positive image of a business. Floor patters, locations of merchandise, levels of inventory and appropriate displays are all key factors in the proper use of space.In a world where you can find identical merchandise in more than one store, layout and presentation become key differentiating factors.VM of this store receives dockets from the zonal , based on which signage and colour selections are done. Following are VMs activities :1)Signage and DisplayAs much as 80% of all sales are generated at point of purchase by signage , displays and events within the store. The signages must not be torn, hand scribbled and brown taped.There are four different kinds of signs: Promotional Signs : for off price events or specials Location Signs: For direction to specific departments.Institutional Signs: For store policies, charitable events.Informational Signs: For product related features/benefits/prices.2) Colour SelectionThe basic types of colors in VM are Violet, Indigo, Blue, Green, Yellow, Orange and Red.The arrangement must be in such a way that, Top to Bottom is arranged from light to dark shades of merchandise.CASHIERING
The cashiering process involves accepting the merchandise from the customer, scanning it,billing it, accepting the payment and finally packing the merchandise for the customer. The efficiency of cashiering is measured by checking bill time. The predetermined bill time must be 60 sec /10 item.The cashier is to ask the customer preferred the mode of payment they would like to use for making the payment. The payment can be done in maximum of 5 modes. ie. Credit card, Cash, credit note, gift vouchers, Coupons. Store accepts the following Gift Vouchers (GVs): CITI, ICICI, ACCOR, SODEXHO, BIG BAZAAR, SUPPLIER.Store accept the following Coupons: Sodexho coupons, Ticket Restaurant (Accor), Food Bazaar Food Coupons. If the voucher or coupons face value is higher than the purchase amount. The cashier will ask the customer to shop for more. Store does not have a policy of giving cash back to the customers for coupons/vouchers received from them.Accepting Cheques Cheques are accepted only for electronics and furniture. Delivery of goods tohappen only after the Cheque has been cleared by the bank.Accepting IFB slip from SIS
For Shop-In-Shop/ other products, where an IFB (Instruction for billing) slipcomes to the cash till, cashier makes a bill according to details given on IFB.DAY OPENING ACTIVITES A float of Rs. 1100 issued to all cashiers every day prior to shift by the Head Cashier. The denomination for the float to be decided by the Head Cashiers usually Rs 10 notes worth Rs 1000 and Rs 2 coins worth Rs 100. Each cashier must count the money and sign against their name in the float register. Head cashier to hand over the Cash Till key and Barcode Issue Sheet (BIS) to every cashier. The cashiers prepare their respective Cash Tills by following the following process:1. Switching on POS machine, EDC machine, checkpoint pad,2. Unlocking hard tag detacher3. Checking packaging bags of all sizes are available. 4. The packaging bags available at the Cash Tills will be:5. Type A: 13 x 16 bag6. Type B: 16 x 20 bag7. Type C: 20 x 25 bag8. Type D: 27 x 30 bag
The cashier is to take out the stationery and arrange the float in the cash drawer and then log on to REM using the username and password.
DAY CLOSING ACTIVITIESAt the Cash Tills, this is the last activity a cashier would be carrying out in a day. The following process to be followed: Log off from REM. The hard tag detachers to be locked and sealed. The merchandise at the counters would be sent back to the respective sections. The cashiers collect the stationery, the sale amount (all modes of payment) and Cash Till keys and take it to the cash room. Designated cashiers will generate a detailed report from the EDC machine for credit card transactions done during the day. Cashiers are to leave the till free of any merchandise and organize for Housekeeping to clean the till. Cashiers return the Float amount signing off against the Float Register. The Head Cashier then generates the daily transaction report from the REM. This is to be generated till wise. The Head Cashier needs to process the report for individual cashiers and generate cashier wise daily transaction report. The Head Cashier counts the cash given by the cashiers and tallies the same with the cashier declaration and REM report. Other modes of payment are also to be matched. During day close, for any discrepancy in the cash collected, the Head Cashier checks if there is any discrepancy in the mode of payment recorded by the cashier while accepting the payment from the customer.
MARKETINGMarketing Manager : Mr.Roshan Kariappa
Marketing in retail focuses on :-1)Increase the customer walk in2)Up selling to the customers to buy more.
Process of marketing :Big Bazaar has a marketing calendar; with every community based festival clearly noted. in it. The promotions are planned accordingly. The time period when the research was being conducted, the Great Indian Shopping festival was being hosted by Future Group. There was meet Ben10 promotion done for children.Ben10, cartoon character had come from Cartoon Network to give away gifts to children.
The fashion show called summer shimmer was conducted for college students, where Big Bazaar apparels were showcased. The main idea behind such promos is to raise customer awareness and remind customers about existing offers and new introductions. During the fashion show, a new concept of Seva Saptami was also spread across the audience. Seva Saptami , is a concept where in every 7th day of the month the store brings in an NGO. The customers are welcomed to contribute in terms of grocery/money.
LOGISTICS Logistics is located at the basement. The department although lacks many vital infrastructures like proper receiving bay, storage area, forklifts etc. is functioning effectively under Mr. Murugan. Consists of 12 Team Members and 2 ASMs. OBJECTIVES OF LOGISTICS: To acquire the goods or services at minimum cost. To develop the main and attenuate sources of supply. To ensure timely delivery of stock. To make optimum utilization of capital. To acquire quality product so that quality output is served to the consumer.
Big Bazaar receive stock from Regional Distribution Centre, City Distribution Centres and from external Vendors in case of Fruits and Vegetables in Food Bazaar. Vendor ratings are used to rate vendors as entities; however, they are also used to rate different aspects of a vendor, such as its strategy, organization, products, technology, marketing, financials or support. Vendor rating is the result of a formal vendor evaluation system. Vendors or suppliers are given standing, status, or title according to their attainment of some level of performance, such as delivery, lead time, quality, price, or some combination of variables. The motivation for the establishment of such a rating system is part of the effort of manufacturers and service firms to ensure that the desired characteristics of a purchased product or service is built in and not determined later by some after-the-fact indicator.
CRITERIA FOR EVALUATION OF VENDORS
Price stability. Compliance with purchase order. Conformity to specifications. Durability of the product. Warranty. Lead time for delivery of stock
ADMINISTRATION
Administration Office headed by Mr.Vinu is located at the basement. It plays a vital role in appropriate functioning of the store. Vendor management for departments like Security , House Keepers , Packers, Loaders etc are part of Administration. Security at the Store is broadly under three categories: Security Supervisor Security GuardsVigilance OfficersThe Store has outsourced these sections:
Security - Alerto Commando House Keeping - DusterPacker Sri Sai Facility
Loaders/ Stackers - Care Sri Sai Facility An Administrative Managers, tasks would include the following:
Responsibility for the overall work performance of the store. Management of office environment. Gathering, adapting, storing and distributing information within the company. Using information systems. Providing specialized support to other departments and managers. Providing document and telecommunication management. Planning, organizing, providing leadership and controlling all administrative functions. Managing quality and cost control. Rendering a service to other functions within the organization. Providing training and development for your own staff. Managing the many fields of work which the employees carry out . Ensuring that human and material resources are correctly utilized. Meeting with other members of management and planning for the future.
SWOT ANALYSISBig Bazaar is Indian personification of retail. It's like an Indian bazaar or mandi or mela,the environment created by traders to give shoppers a sense of moment. Big Bazaarsymbolizes modern retail, is now in the eyes of many multi-national biggies. Big Bazaarhas shown a robust growth in recent years.
STRENGTH1. High Brand equity in evolving retail markets.2. The strengths of Big Bazaar are it is leading and growth at the fast pace.3. State-of-art infrastructure of the Big Bazaar outlets4. Big Bazaar ensures that no other departmental stores are offering considerable5. discount compared to its own price. This helped Big Bazaar in being the "value for money" store.6. Big Bazaar scores high on product mix as compared to kirana store.7. Promotion plays an important role in marketing. Big Bazaar used this channel efficiently to establish itself as national brand.8. It has many outlets all over India. It has a good customer base.9. They launched Big-Bazaar a hypermarket with over 1, 70,000 products as the10. first offering in value retailing segment. Products are cheaper than the market price.WEAK NESS1. Company is unable to meet store opening target till now.2. . Falling revenue per square feet.3. Big Bazaar has not yet trapped the whole market .
Opportunity1. Organized retail is only 14%. So Big Bazaar has a huge opportunity to expand its business.2. Evolving customer preferences in recent years.
Threats1. Unorganised retail market in India.2. Government policies are not well-defined in emerging markets likeIndia 3. Competition from organized retail players which are in market and emerging like Reliance, shoppers stop, Wal-mart.4. Competition from local retailers.5. Global players are planning to foray into the scene. MARKETING MIX- THE 4 Ps
PRODUCT
Offers wide range of products, range from apparels, food, farm products, furniture, child care, toys, etc. Many major brands and In-house brands like knighthood, AFL, Tasty Treat, Clean Mate, D J & C etc. In House brands sales are concentrated more so as to optimize profit. Fashion, electronics and travel segments made up about 70% of sales. Many promoted by Big Bazaar
PRICING.
Economics of scale Pricing objective is to get "Maximum Market Share
Value Pricing EDLP - Every Day Low Pricing Promises consumers the lowest available price Differentiated Pricing: Time pricing, i.e., difference in rate based on peak and non-peak hours or days of shopping Bundling: Combo-packs Value to customer
Promotional Pricing:Psychological discounting (Rs.99, Rs. 49, etc.)
Special Event Pricing : Close to Diwali, Gudi Padva,Ugadi,Durga Pooja etc.
PLACE
Stores are located in 60 cities and around 150 stores in operation Presence in almost all the major Indian Cities. Aggressive on their expansion plans.
PROMOTION
New and innovative cross-sell and up-sell strategies in Indian retail market. Future Card (the card offers discount on majority of items at Future Stores ) Endorsement by celebrities like M. S. Dhoni , Asin Thottunkal, Nasar etc. Point-of-Purchase Promotions. Advertising in Print media, TV, Radio (FM) and road-side Bill-Boards. Gift with Purchases, Money back offer in Electronics etc. PROMOTIONAL TAGLINES Is se sasta aur accha kahin nahi Umeed se duguna pehla sasta, doosra usse bhi sastaa Joona do naya lo Saal ka sabse sasta 3 din- Republic Day Promotion
RESEARCH METHODOLOGY
Research MethodologyProblem statement
Big Bazaar Family Centre, Old Madras Road, Bangalore is a value retail chain that achieves its weekly targets on weekends. The importance of weekday sales is to decrease the pressure on the retail outlet to reach achievement. It opened on 14th September, 2006. The store from start has brought in maximum walk ins and sales during Saturdays and Sundays.Due to intense competition from other retail outlets like More, Reliance Fresh, Spar etc it became very important to attract and retain its valuable customers by providing better customer satisfaction. For this purpose, Big Bazaar Old Madras Road has taken a special advertisement promotion strategy called The Big Bazaar Weekend Patrika. It is a 2 page newspaper supplement that comes along with the Times Of India newspaper on every weekend containing the entire offers for that weekend.
Significance of the Study
This study is significant as the retail store is charting out various plans to increase the sales on weekends. Weekend sales are sure to take place, since that has been the trend since the retail store has opened. The study identifies the awareness among the customers about the Big Bazaar Weekend Patrika .The study also tries to understand the catchment of the store and shopping preferences to pave way for charting plans to increase weekend sales.
Title of the Study
A study aimed to understand the impact of The Big Bazaar Weekend Patrika on customers of Big Bazaar, Old Madras Road.
Objectives
To find out awareness among the customers about the BB Weekend Patrika. To find out if the promotional programs are successful in increasing weekends sales. To understand the best medium of communication to convey store offers to customers.
Research Design
The research design is Descriptive in nature
Tools For Data CollectionStructured Questionnaire
Scope of StudyTime : 9th April-2nd June 2012Location : Big Bazaar, Old Madras Road , BangalorePopulation : Customers of age 20 to 50+ visiting stores on weekdays/weekends.Source : Primary Data
Sampling DesignSample Size : 500Sampling Unit : Customers of Big Bazaar Family CentreUnit of Analysis : Customers of Big Bazaar Family Centre
Analysis DesignSimple Percentage Analysis and Cross Tabulation.
DATA ANALYSIS AND INTERPRETATION
Table #1 PROFILE OF RESPONDENTS (GENDER)
GENDERFrequencyPercentage
MALE34068%
FEMALE16032%
TOTAL500
FIGURE #1 SHOWS THE PROFILE OF RESPONDENTS (GENDER)
Table #1 shall be read as following:Out of 500 respondents, 68% were male and 32% were female.
Table #2 PROFILE OF RESPONDENTS (AGE)
AGEFREQUENCYPERCENTAGE
20-3028657.2
30-4015330.6
40-506112.2
50 AND ABOVE00
TOTAL500100
Figure#2 PROFILE OF RESPONDENTS (AGE)
INFERENCE:Out of 500 respondent 286(57.2%) customers are of age group 20-30, 153(30.6%) customers are 30-40, 61(12.2%) are of 40-50 and 0 customers are of 50 and above.
TABLE#3 SHOWING MONTHLY INCOME OF CUSTOMERS
MONTHLY INCOMEFREQUENCYPERCENTAGE
LESS THAN 20,00013026%
20,000-50,00015531%
MORE THAN 50,00021543%
TOTAL500100%
FIGURE#3 SHOWING MONTHLY INCOME OF CUSTOMERS
INFERENCE:Majority of customers showed good purchasing power. Though, majority of the customers have the monthly income above Rs. 50,000.
TABLE #4 SHOWING THE VISITING PATTERN OF CUSTOMERS
DURATIONFREQUENCYPERCENTAGE
DAILY122.4%
WEEKLY11723.4%
FORTNIGHT28657.2%
MONTHLY8517%
TOTAL500100%
FIGURE #4 SHOWING THE VISITING PATTERN OF CUSTOMERS
INFERENCE:Out of 500 customers surveyed 57.2% customers make their visit every fortnight, 23.4% customers visit weekly basis, 17% customers visit monthly and 2.4% customers come daily. The finding also throw light on the fact that Big Bazaar OMR is successful to retain its customers and seeks for their visit in every fortnight.
TABLE #5 SHOWING PROFILES OF CUSTOMERS (MOTHER TONGUE)LANGUAGEFREQUENCYPERCENTAGE
KANNADA9919.8
TAMIL7214.4
MALAYLAM7715.4
TELUGU5410.8
HINDI13226.4
OTHERS6613.2
INFERENCE:Out of the 500 sample size, customers with Hindi as their mother tongue were 132(26.4%), followed by Kannada with 99(19.8%) , Malayalam with 77(15.4%), Tamil with 72(14.4%), Telugu with 54(10.8%), other languages included Konkani, Tulu, Gujarathi, Urdu, Tulu, Marathi and Bengali
FIGURE #5 SHOWING PROFILES OF CUSTOMERS (MOTHER TONGUE)
TABLE #6 SHOWING CUSTOMERS VISITING PREFERNCE THROUGH ADVERTISEMENT INFLUENCE
ALWAYS361
SOMETIMES130
NEVER9
FIGURE #6 SHOWING CUSTOMERS VISITING PREFERENCE THROUGH ADVERTISEMENT INFLUENCE
INFERENCE:Out of 500 respondents 361 customers visit the store by advertisement influence and 130 feels that the advertisement influence them sometimes and only 9 customers never get influenced by advertisement.
Its gives the brief idea about the effectiveness of advertisement on customers.
TABLE #7 SHOWING CUSTOMERS PREFERENCE FOR ADVERTISEMENT MEDIA
MEDIAFREQUENCYPERCENTAGE
PRINT20841.6%
T.V18537%
RADIO418.2%
HOARDINGS6613.2%
FIGURE #7 SHOWING CUSTOMERS PREFERENCE FOR ADVERTISMENT MEDIA
INFERENCE:The data shows that the advertisement media which influence them the most is the print media, thus out of 100% almost 41.6% customers gave there positive response towards Print media, 37% for T.V, 8.2% for Radio and 13.2% for Hoardings
TABLE #8 SHOWING AWARENESS AMONG THE CUSTOMERS ABOUT THE BB WEEKEND PATRIKA
FREQUENCYPERCENTAGE
YES21843.6%
NO28256.4%
TOTAL500100%
FIGURE #8 SHOWING CUSTOEMERS AWARENESS ABOUT THE BB WEEKEND PATRIKA
INFERENCE:Out of 500 respondent it shows that only 43.6% of customers are really aware about the BB Weekend Patrika published along with The Times of India news paper. Majority of people are not aware of the BB Weekend Patrika i.e. 56.4%
TABLE #9 SHOWING THE INFLUENCE OF THE WEEKEND PATRIKA ON CUSTOMERS
RESPONSEFREQUENCY
YES179
NO38
TOTAL218
FIGURE #9 SHOWING THE INFLUENCE OF THE WEEKEND PATRIKA ON CUSTOMERS
INFERENCE:The data shows that out of 218 customers who read the Weekend Patrika 179 customers feels that the newspaper really influence them to shop from there store and only 38 customers doesnt feel that influential.
TABLE #10 SHOWING WHETHER CUSTOMERS PURCHASING THE SAME PRODUCTS THAT HAS BEEN SHOWN IN THE NEWSPAPER OR NOT
RESPONSEFREQUENCY
YES103
NO115
TOTAL218
FIGURE #10 SHOWING WHETHER CUSTOMER PURCHASING THE SAME PRODUCTS THAT HAS BEEN SHON IN THE NEWSPAPER OR NOT
INFERENCE:Out of 218 customers who read the BB Weekend Patrika 115 customers does not purchase the products that has been shown in the newspaper and only 103 customers purchases the products that has been shown in the newspaper.
TABLE #11 SHOWING WHETHER OFFERS SHOWN IN THE BB WEEKEND PATRIKA IS WORTH FOR CUSTOMERS OR NOT
RESPONSENO.OF CUSTOMERS
ALWAYS98
SOMETIMES113
NEVER7
TOTAL218
FIGURE #11 SHOWING WHETHER OFFERS SHWON IN THE BB WEEKEND PATRIKA IS WORTH OR NOT
INFERENCE:Out of 218 customers who read the BB Weekend Patrika 98 customers said that the offers given in the Weekend Patrika is worth and 113 customers said Sometimes and only 7 customers said Never.
TABLE #12 SHOWING RESPONSES OF THE CUSTOMERS FOR THE COMPANY THAT OFFERS, PROMOTE AND ADVERTISE BETTER
COMPANYFREQUENCYPERCENTAGE
BIG BAZAAR32865.6%
MORE10821.6%
RELIANCE FRESH5010%
SPENCERS20.4%
SPAR122.4%
TOTAL500100%
FIGURE #12 SHOWING RESPONSES OF THE CUSTOMERS FOR THE COMPANY THAT OFFERS, PROMOTE AND ADVERTISE BETTER
INFERENCE:Out of 500 respondent 65.60% people said that Big bazaar is the company that offer, promote and advertise better, 21.60% said the company is More, 10% said Reliance Fresh, 2.40% said Spar and only 0.40% said its Spencers that offer, promote and advertise better.
TABLE #13 SHOWING WHETHER THE BB WEEKEND PATRIKA OFFERS CATER THE CUSTOMERS FAMILY NEED OR NOT
RESPONSEFREQUENCYPERCENTAGE
ALWAYS17470.81%
SOMETIMES4219.26%
NEVER20.91%
TOTAL218100%
FIGURE #13 SHOWING WHETHER THE BB WEEKEND PATRIKA OFFERS CATER CUSTOMERS FMILY NEEDS OR NOT
INFERENCE:Out of 218 customers who read the BB Weekend Patrika , 70.81% said that the offers cater there family needs and 19.26% said only sometimes and 0.91% said never.
TABLE #14 SHOWING CUSTOMERS PARTICIPATION WEEKEND PATRIKAS SPECIAL PROMOTIONAL OFFERSYES0
NO218
TOTAL218
INFERENCE:The data shows that out 218 respondent who read the BB Weekend Patrika surveyed, none of the customers has participated in Weekend Patrikas special promotional offer.
TABLE #15 SHOWING WHETHER THE PROMOTION HELP IN BETTER PRODUCT AWARENESS OR NOT
ALWAYS43286.4%
SOMETIMES6613.2%
NEVER20.4%
TOTAL500100%
FIGURE #15 SHOWING WHETHER THE PROMOTION HELP IN BETTER PRODUCT AWARENESS
INFERENCE:Out of 500 respondents 86% customers said that the promotion helps in better product awareness and 13.20% said that only sometimes. And only 0.40% customers said it never help in product awareness.
TABLE #16 SHOWING THE DEPARTMENTS/SECTIONS WHERE THE CUSTOMERS PREFER MORE OFFER
FOOD BAZAAR29058%
FASHION BAZAAR6813.6%
GENERAL MERCHANDISE13026%
STAR N SITARA00%
FOOD COURT122.4%
LIVE KITCHEN BAKERY00%
ONE MOBILE00%
NAVARAS00%
FIGURE #16 SHOWING THE DEPARTMENTS/SECTIONS WHERE THE CUSTOMERS PREFER MORE OFFER
INFERENCE:The result shows that out of 500 customers , 290(58%) customers said that the offers given more importance to Food Bazaar items, 68(13.6%) customers for fashion bazaar, 130 customers for General Merchandise items(26%), 12(2.4%) customers needs in Food Court and 0 customers for rest of the departments.
TABLE #17 SHOWING CUSTOMERS SATISFACTION WITH THE WEEKEND PATRIKA
YES21498.16%
NO40.8%
TOTAL218100%
FIGURE #17 SHOWING CUSTOMERS SATISFACTION WITH THE WEEKEND PATRIKA
INFERENCE:The results shows that out 218 respondent who read The BB Weekend Patrika ,214 customers are satisfied with the newspaper and only 4 customers feels unsatisfied.
FINDINGS AND SUGGESTIONS
FINDINGS:1. Customers in Big Bazaar are dominated by male. Thus may be more promotional offer should be made so has to attract maximum females to shop from our store.1. Majority of the customers visiting the Big Bazaar are from the age group of 20-301. The customers visiting in the store shows a very good purchasing power, majority of the customers have the monthly income above Rs. 50000.1. Majority of the customers visit the store for shopping ever fortnight.1. BBFC Old Madras Road being in Karnataka, the prejudice thought would be that the customer pool would be dominated by customers with Kannada as their mother tongue. The data shows that majority of customers has Hindi as their mother tongue and Kannada in the second place1. Maximum numbers of customer who visit the BBFC Old Madras Road for shopping visit the store by advertisement influence.1. 41.60% of customers said that print is the media that they found the advertisement more influential1. Only 218 out of 500 respondents are really aware about the Weekend Patrika, thus the result was not that satisfactory since its not even crossing 60% awareness.1. Majority of the customers who are aware of the Weekend Patrika said that the newspaper really influences them to shop from the store.1. 115 customers out of 218 who read the Weekend Patrika said that they are not purchasing the same products that has been shown the newspaper.1. Majority of the customers feels that only sometimes the offers shown in the newspaper are worth not always.1. Since the competition is really growing high in the field of retail there are many competitors for the BBFC Old Madras Road. Even due to this high competition maximum number of customers feels that Big Bazaar is the company that advertises, promote and offer better.1. Out of 218 customers who read the Weekend Patrika 174 customers feels that the offers given cater there family needs.1. None of the customers has ever participated in any of the special promotional offer that has been shown in the Weekend Patrika.1. 432 customers said that the promotion help them in better product awareness.1. Out of 500 respondents, 290 customers wants the offer should be given more importance in Food Bazaar section.1. Out of 218 customers who read the Weekend Patrika 214 customers are satisfied with the newspaper.
SUGGESTIONS1. To increase weekends sales, we must concentrate more on female customers as they prefer coming to BBFC on weekdays.1. The Weekend Patrika should be made available to almost all the regions so that the awareness should be made wider.1. Since majority of customers have very good purchasing power the offer should be designed in such a manner that the basket size become more.1. BBFC old madras roads product variety should cater to specific tastes and wants (regional basis). Example: Chopped vegetables for Sambar a delicacy among Keralites and Tamilians will increase weekdays ticket size1. Since the Weekend Patrika comes along with Times of India newspaper its not necessary that everyone comes to know about the Weekend Patrika, thus it should be availed with all other newspapers so as to get the maximum profit.1. The offers should be made more attractive, genuine so that customers can really purchase the products that have been shown in the newspaper.1. Offers have to be given importance to Food Bazaar, Fashion Bazaar and general merchandise sections to grab maximum attention from the customers.1. Promotional activity should be made more practical in such a manner it attracts both kids and female to shop seeing the Weekend Patrika.
APPENDIXA STUDY ON IMPACT OF THE BIG BAZAAR WEEKEND PATRIKA ON CUSTOMERS OF BIG BAZAARQUESTIONNAIRE FORMSir/Madam,I am Akash V MBA student of Rajagiri School of Management, pursuing my summer project on Impact of the Weekend Patrika on customers of Big Bazaar. Please help me in filling out the questionnaire and I assure you that the information would be used purely for academic purpose.Personal details:Name: _________________________________________________________________________Age group: a)20-30 b)30-40 c)40-50 d)50 and aboveSex: a) Male b) FemaleMonthly Income:a) Less than 20,000b) 20,000 50,000c) More than 50,000Contact No.__________________________ E mail______________________________________
1) How often you visit Big Bazaar?a. Daily b. Weekly c. Fortnight d. Monthly 2) What is your mother tongue?a. Kannada b. Tamil c.Malayalam d. Telugue. Hindi f. Others specify..................................................... 3) Do you visit the store, by advertisement influence?a. Always b. Sometime c. Never 4) Which of the following media you find the ad more influential?a. Print b. T.V c. Radio d. Hoardings5) Are you aware of The Weekend Patrika from Big Bazaar?a. Yes b. No6) Does this Newspaper really influence you to shop from our store?a. Yes b. No 7) Are you really purchasing the products that have been shown in the Weekend Patrika?a. Yes b. No8) Does the offers shown in the Weekend Patrika are really worth?a. Always b. Sometime c. Never 9) Which company you think advertise, promote and offer better?a. Big Bazaar b. More c. Reliance fresh d.Spencerse. Other...................................... 10) Does this Weekend Patrika shopping Offers really cater your family needs?a. Always b. Sometime c. Never 11) Have you participated in Weekend Patrikas special promotional offers?a. Yes b. No12) If yes, please tick..a. Star n Sitara Free Make over b.Fit and active free aerobic Democ. Mom & Daughter show d.Dance fevere. Babys Day out f.Star n Sitara Rs.19 Head Massageg. Ugadi special lunch
13) Does this Promotion help in better product awareness?a. Always b. Sometime c. Never
14) According to you where should be the offer given more importance?a. Food Bazaar b. Fashion Bazaar c. General Merchandise c. Star n Sitara d. Food Court f. Live Kitchen bakeryg. One Mobile h. Navaras i. Others....................................
15) Are you satisfied with the Weekend Patrika? a. Yes b. No
Any other feedback: ............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................Signature:
THANK YOU
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