IMT Project - A Comparative Study of Marketing Strategy Refrences to 4ps of Big Bazar and Other Retail Company

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MINOR PROJECT REPORT

ON

A COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCES TO 4PS OF BIG BAZAR

AND OTHER RETAIL COMPANIES

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

Submitted in partial fulfillment of requirement for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted By: Submitted To:

VIVEK GUPTA Mr. Vipul Singh

11821401712

BBA III (B) Evening

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL

VASANT KUNJ, NEW DELHI-110070
http://www.google.co.in/url?sa=i&source=images&cd=&cad=rja&docid=YhF-ovTcjHxlEM&tbnid=U_VGDoEFP92qIM:&ved=0CAgQjRwwAA&url=http://www.aspiringminds.in/jims/&ei=wFVxUvaMB4ymrQfnxoHYDQ&psig=AFQjCNHvqcMRmTyVSSq4nz45aukq-fD8FQ&ust=1383245632221645



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PERFORMA

Name : VIVEKGUPTA

Enrolment No. : 11821401712

Address : A/1A SHASHI GARDEN, GALI NO-6 ,

MAYUR VIHAR , DELHI 91

Course : BBA

Mobile No. :

+8447264024



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CERTIFICATE

This is to certify that MR. VIVEK GUPTA has planned and conducted the project entitled

A comparative study of marketing strategy references to 4ps of Big Bazar and other

retail companyunder my guidance and supervision and the report submitted therewith was

the result of bonafide work done by him/ her

Place:

Date: Mr.VIPUL SINGH

(Project Guide)



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CERTIFICATE

I VIPUL SINGH certify that the project report entitled A comparative study of

marketing strategy references to 4ps of Big Bazar and other retail company is an

original one and has not been submitted earlier to JAGANNATH INSTITUTE OF

MANAGEMENT SCHOOL, VASANT KUNJ or to any other institution for fulfillment of

the requirement of a course of management programme (BBA)

Place:DELHI

Date: (VIVEK GUPTA)

Enrollment No: 11821401712



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ACKNOWLEDGEMENT

I would like to avail this privilege to put in words, my profound sense of gratitude and

indebtedness to A comparative study of marketing strategy references to 4ps of Big

Bazar and other retail company for giving me guidance and support during the project

work.

Its my privilege to acknowledge each individual those who have given me support and

guidance to complete this task & wish to put on records that I am indebted to my Project

guide Mr. VIPUL SINGH for his never ending valuable guidance & direction, through

valuable suggestions with enthusiastic encouragement throughout the entire period of my

work and preparation of the project

Here I would like to mention that I have made my sincere efforts to present the project

scenario and the progress made on it so far. Thus, as a humble student and within my own

limited time and capacity, I tried my best to make the project a success, and I wish to add that

any shortcomings in this project would be duly excused.

NAME: VIVEK GUPTA

BBA (03-YEARS COURSE)

ENROLMENT NO: 11821401712

SESSION -2012-2015



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TABLE OF CONTENTS

1. INTRODUCTION 72. INDUSTRY PROFILE 233. COMPANY PROFILE 264. OBJECTIVES OF THE STUDY 435. RESEARCH METHODOLOGY 456. CONCLUSION 517.

RECOMMENDATIONS 53

8. BIBLIOGRAPHY 54



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INTRODUCTION

Retailing consists of the sale of goods or merchandise from a fixed location, such as a

department store, boutique or kiosk, or by post, in small or individual lots for direct

consumptionby the purchaser. Retailing may include subordinated services, such as delivery.

Purchasers may be individuals or businesses. Incommerce,a "retailer" buys goods orproducts

in large quantities frommanufacturers orimporters,either directly or through awholesaler,and

then sells smaller quantities to the end-user. Retail establishments are often called shops or

stores. Retailers are at the end of thesupply chain.Manufacturingmarketers see the process of

retailing as a necessary part of their overall distribution strategy. The term "retailer" is also

applied where a service provider services the needs of a large number of individuals, such as a

public utility,likeelectric power.

Shops may be on residential streets, shopping streets with few or no houses or in a

shopping mall.Shopping streets may be for pedestrians only. Sometimes a shopping

street has a partial or fullroof to protect customers fromprecipitation.Online retailing, a type of

electronic commerce used for business-to-consumer (B2C) transactions and mail order, are

forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to obtain

necessities such as food and clothing; sometimes it is done as a recreational activity.

Recreational shopping often involves.

Retailing includes all the activities involved in selling goods or services directly to final

consumers for their Personal non-business use. A retailer or Retail Store is any business

enterprise whose sales volume is primarily from retailing.
http://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Boutiquehttp://en.wikipedia.org/wiki/Kioskhttp://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Commercehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Importhttp://en.wikipedia.org/wiki/Wholesalehttp://en.wikipedia.org/wiki/End-userhttp://en.wikipedia.org/wiki/Supply_chainhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Public_utilityhttp://en.wikipedia.org/wiki/Electric_powerhttp://en.wikipedia.org/wiki/Shopping_mallhttp://en.wikipedia.org/wiki/Pedestrianhttp://en.wikipedia.org/wiki/Roofhttp://en.wikipedia.org/wiki/Precipitation_(meteorology)http://en.wikipedia.org/wiki/Electronic_commercehttp://en.wikipedia.org/wiki/Business-to-consumerhttp://en.wikipedia.org/wiki/Mail_orderhttp://en.wikipedia.org/wiki/Shoppinghttp://en.wikipedia.org/wiki/Tradehttp://en.wikipedia.org/wiki/Recreationhttp://en.wikipedia.org/wiki/Recreationhttp://en.wikipedia.org/wiki/Tradehttp://en.wikipedia.org/wiki/Shoppinghttp://en.wikipedia.org/wiki/Mail_orderhttp://en.wikipedia.org/wiki/Business-to-consumerhttp://en.wikipedia.org/wiki/Electronic_commercehttp://en.wikipedia.org/wiki/Precipitation_(meteorology)http://en.wikipedia.org/wiki/Roofhttp://en.wikipedia.org/wiki/Pedestrianhttp://en.wikipedia.org/wiki/Shopping_mallhttp://en.wikipedia.org/wiki/Electric_powerhttp://en.wikipedia.org/wiki/Public_utilityhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Supply_chainhttp://en.wikipedia.org/wiki/End-userhttp://en.wikipedia.org/wiki/Wholesalehttp://en.wikipedia.org/wiki/Importhttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Commercehttp://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Kioskhttp://en.wikipedia.org/wiki/Boutiquehttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Sales



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Type of Retailers:

(i) SPECIALITY STORES: - such stores carry a narrow product line with a deepassailment within that line. Eg. Apparel stores, sporting good stores, bookstores etc.

(ii) DEPARTMENTAL STORES:-They carry several product lines- typically clothing,home, furnishing and house hold goods- with each line operated as a separate

department managed by special buyers or merchandisers.

(iii) SUPER MARKETS:-Super markets are relatively large, low cost, low margin, highvolume, self service operations designed to serve the consumers total needs for food,

laundry and household maintenance products. Usually they Earn a operating profit of

only about 1% on their sales and 10% on their net worth.

(iv) CONVENIENCE STORES: -Such stores are relatively small stores seven days aweek, and carry a limited line of high turnover convenience products. Their long

hours and their use by consumers mainly for fill in purchases make them relatively.

High price operations. They fill an important consumer need and people seem willing

to pay for the convenience.

(v) DISCOUNT STORES: - They sell standard merchandise at lower prices byaccepting lower margins and higher volumes. The use of occasional discounts or

specials does not make a discount store. True discount stores regularly sell their

merchandise at lower prices, offering mostly national brands, not inferior goods.

(vi) OFF- PRICE RETAILERS: - Buy at less than regular wholesale price andchange consumers less than retail. Tend to carry a changing and unstable collection of

higher quality merchandise, often leftover goods, overruns & irregulars obtained at

reduced prices from manufactures or other retailers.

CATLOG SHOWROOMS:-Sell a broad selection of high markup, fast-moving, brand

name goods at discount prices. These include jewellery, power tools, cameras, luggage,



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small appliances, toys and sporting goods. Customers order the goods from a catalog in

the showroom, their prick these goods up from a merchandise pickup area in the store.

Catalog showrooms made there may by cutting costs an margins to provide low prices

that will attract a higher volume of sales.

Retailing Scenario - International

Retailing globally is far more organised than in India today. Upto 80 % of all retail sales

in the United States is controlled by the organised retail sector. The corresponding

number in Western Europe is 70 %, in Brazil and Argentina it is 40 %, in Korea and

Taiwan it is 35 %. Organised retailing in Asia remains poor with its contribution being

paltry 20 % in Malaysia, Thailand & China. India is too very unorganized in the retailing

business.

Secondly most developed economies have an increasingly large share of service sector in

the over-all composition of GDP & Retail sector forms a very strong component of the

service sector.

Thirdly employment opportunity offered by Organised retail is immense. It has the

potential to offer hundreds of thousands of jobs & careers. According to U.S. Dept of

Labor, more than 22 million Americans are employed in retailing industry in more than 2

million retail stores. In short, as long as people need to buy, retail will generate

employment.

Competition today is more challenging than ever before. Intense competition will

continue to redefine the industry. And intelligent retailers will position their business for

an even more competitive marketplace. Add to it the most demanding customer of all

time and one can see; retailers who fail to respond to these challenges will be facing

disaster.



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Globally organised retailing has brought tremendous benefits for the consumer and has

actually helped the consumer to be the King.

Retailing Scenario - India.

India considered by many as the country of shopkeepers is true to a large extent because India

has 5.5 outlets per 1000 people, which puts India in a unique position of having the maximum

number of outlets in comparison to any other country in the world. Indian scenario currently

is being dominated by small independent outlets, in fact they contribute as much as 96% of

the total retail sales.

But with increasing number of nuclear families, working women, greater work pressure and

increased commuting time; consumers are looking for convenience. And, convenience is

defined as having everything under one roof and multiplicity of choice. This offers an

excellent opportunity for organised retailers in the country.

Growth & development of organised retailing in India will be mainly influenced by two

factors: Price & benefits the consumers can't resist. Economies of Scale will drive down the

cost of the supply chain and increases benefits offered to the customer interface.

According to A.T.Kearney (global management consultants) retail business in India for the

year 2000 was Rs.400000 crore, and they estimate it will increase to Rs.800000 crore by the

year 2005 an annual increase of 20 %, and Rs.20000 crore was the contribution of organized

retail in the year 2000. As per A.T.Kearney from a size of Rs.20000 crore the organized retail

industry will grow to Rs.160000 crore by 2005 (estimated).



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Retail today is on the thresholds of a revolution fuelled mainly by a paradigm shift in

consumer behaviour& the availability of cutting edge tools. India is rapidly evolving into an

exciting & competitive market place with potential target consumers for both segments (niche

& middle class).

The market trends indicate tremendous growth opportunities. Indian consumer & retail

market has seen a tremendous amount of interest from global majors as well. Over the years

many international brands like Lacoste, Mc Donald's, Swarovski, Domino's amongst a host of

others have come in. Big Indian Corporates who were earlier not into retailing are investing

heavily and entering this industry. The potential in this sector is huge.

Organizations ready to take this challenge can leverage the opportunities offered by the

population of hundred croresThe prospects are very encouraging. Lifestyles in India are

changing and the concept of "Value for Money"is picking up.

A report from the Center for Monitoring the Indian Economy, says investments in organised

retailing -- which include shopping malls, retail chains, etc-- has doubled from RS.1000 crore

in January 2000 to RS.2000 crore in January 2001.

Prospect of Retail in India

Retailing, today, provides jobs to roughly 15 % of employable Indian adults, & is perhaps the

largest contributor to India's GDP. But the flip side of the coin is that today practically there

are no institutes offering retailing as a vocational / professional education. Whereas the

growth of the industry clearly indicates that in the next ten years nearly one million new jobs

will be created in the organized retail sector alone.

The first steps towards sophisticated retailing are being taken, but today the biggest task

before organized retail organization is to locate and recruit knowledgeable, skilled and



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trained staff to handle their operations. So to stay ahead of the pack in today's competitive

and challenging retail world, one must be equipped and trained to get into this industry.

RETAILING BUSINESS SCENARIO

Retail is such a part of everyday life that people often take it for granted, but it is one of the

fastest changing, most dynamic industries in the world today.

Today, perhaps more than ever before, retailing is a mirror of society. The diversity, variety

& change in society offer an opportunity for retailers to respond and succeed.

Basic Elements Of Competition In Retailing

In order to understand how to work effectively with retailers it is imperative to know what

concerns them Clearly they are in business to make money by running their companies

differently than their suppliers they also tend to watch certain performance indicators more

closely then others given the nature of what they do In fact the character of almost all retail

institutions is determined by the choice management makes about the following ;

1. Margin and inventory turnover goals2. Variety and assortment of merchandise to be carried.3. Location and convenience factors (for consumers )4. Customer services to be offered ,



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Retailers Requirements From the Suppliers

For the retailing to be successful following vendor attributes are required:

Vendor driven demand creation

Strong brand equity

World class logistics

Competitive price performance

High quality products

Easy to access service and support

Attractive channel programs

Well targeted product bundle

Retailer training programs

Attractive packaging

Well balanced product line

Channel specific products .



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EVALUATIVE Procedures (Choice Strategies ) Used By Retailers

The evaluative procedures employed by retail buyers can be classified as particular types of

decision rules or choice strategies This actual choice strategy that retail buyers use is a direct

result of the type of decision problem they face when making their merchandising selection

Because buyers must generally select merchandise from among a number of competing

brands all of which can be described in terms of their various attributes the situation

confronting the buyer can be accurately desc4ribed as a multiple respective sources of supply

involves rating alternative sources along some or all of the following ten attributes or

performance parameters

Demonstrated consumer demand (or projected demand if a new product)

Projected gross margin

Expected volumes

Prices and terms

Service level offered

Manufacturer reputation

Quality of brand

Vendors distribution policy (national, regional or local exclusive selective or intensive)

The choice strategy thus is the method by which the retail buyer evaluates each multi-

attribute brand alternative and discriminates it from the others in order to arrive at

merchandise selection.

There are many choice strategies to the retailers

1. Linear additive choice strategy2. Conjunctive choice strategy3. Lexicographic choice strategy



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Factors Retailers Use In Choosing Suppliers

Accept damaged merchandise returns

Has quick and easy ordering procedures

Accept unsold merchandise returns

Prompt delivery

Maintains adequate supply

Handles complaints promptly

Is known as being honest

Has good reputation

Carries large product breadth

Provides small lot delivery

Offers frequent promotional allowances

Requires no minimum order size

Makes new products available

Has understanding sales representatives

Provides adequate margins on suggested list prices

Offers quantity discounts

Employs well trained sales representatives

Offers adequate overall promotional support

Provides store displays

Has low sales representative turnover

Offers promotional advice for specific products .



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Functions Performed By Retailers

Following are some of the functions of retailers;

1. Estimation of the probable demand of the consumers for the various types of goods dealtby him.

2. Assembling of various types of goods from different wholesalers3. Sale of the various products to the consumers as and when needed by them4. Physical movement of goods from wholesalers godowns to their own establishment in

case such a service is not provided by any wholesales

5. Warehousing/storage of goods to maintain uninterrupted supply of goods to theconsumers

6. Standardization, grading and pack8ing of goods in consumer packs if necessary7. Assumption of risk of loss of goods by fire theft deterioration etc so long as they are not

disposed of to the consumers

8. Extension of credit to some selected regular customers9. Providing information about consumer tastes and preferences to

wholesalers/manufacturers

Services Rendered by the retailers

1. By holding ready stocks of various commodities required by the consumers retailersrelieve the customer s of the need for stocking a wide variety of goods which could be

extremely inconvenient and cumbersome.

2. By keeping a good assortment of the varieties of particular products say soaps, toothpasteetc retailers provide a wide range of choice to their customers

3. By proper display of new products the retailers keep the consumer informed about thechanging trends in production of different varieties of goods besides helping

manufacturers to promote their products.



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4. Retailer vary often guides their customers about the relative merits of the various brandsof a particular product and thus helps them in the selection of goods .

5. Retailers may provide special facilities to their customers for example free home deliveryextension of credit, after sales service etc.

Type Of retailers

There is a wide variety of retail trading establishments They vary from hawkers and peddlers

to big departmental stores Hawkers and peddlers move from door to door in residential

localities to sell their goods Payment shops traders sell their wares at weekly markets which

are very common in rural India and are not uncommon in urban centres for example in Delhi

there are weekly markets in all principal localities then there are fixed shop retailers who

operate from shops in busy markets or even in residential areas these stores may be either

general stores dealing gin a wide variety of goods needs by consumers in their everyday live

or may be dealing in a particular item as for example cloth shoes building materials electrical

goods confectionery etc stores dealing in a particular line may further dealing in particular

line may further specialize, as for example,chidlerns wear in clothing. Then there may

be bigger stores like departmental stores and multiple shops. As all of us are familiar with

smallscale retail establishment and their modus operandi, we will confine our discussion

to limited variety of large- scale establishments.

Department

Adepartment store is alrge- scale institution comrising a number of department, each

department sepecialising in separate line of prodcuts.all these departments are under one

roof andone unified control.departmentstoress offer th widest possible choice of products.

The consumer can find all what he needs in one store rather than move around from

shop to shop. These storess are located in central palces in big cities so that they are



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easily accessible to customers. Biggest department stores offer a great number of amenities

like restaurants, post and telegraph offices, recreation rooms and car parking. A department

stores indulges in decentralized buying and centralized selling. In fact, department stores is a

medium of mass merchandising. Department stores grew up in developed countries

mainly to cater to the requirements of well -to-do people who required articles of high

and looked o forward comfortable shopping. But they have also become popular in urban

centres in many developing countries. In India too, we find a number of department

storess coming up in urban centres, especially in Metropolitan Cities. Kamalalya of

calcutta and akbar rally of Bombay may be cited as examples.

Advantages

Deaprtmentstores make shooping convenient to so consumer s by providing them a whole

range of goods in one buildingtheir central location attractslarge number of customers

leading to a large turnover. This they can afford to make large profits even withsmaller

margins.

Bulk buying by department stores enables them to obtainhas discounts from manufacturers

and thus buy at a cheaper rate. There are savings in freight charges as well.

Department stores can afford to have effective advertising through press, radio and

television and thus they are able to attract more and more customers.

Being large business, units, department stores can afford to employ skilled and expert

staff for all their operations and thus they are able to achieve a high degree



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Handicrafts

2. Experience has shown that operating costs of department stores tend to become veryhigh because of the necessity to run some departments at a loss to attract customers and

heavy emphasis in service. As a result more often than not their goods are marked at

higher prices.

3. Central location also involves higher rents and thus higher overhands. Central Locationmay not be convenient to person living in far offplaces, whichmeans that they will make

their purchase of articles ofeveryday usefrom nearby shops. However, in recent years,

department stores have branched themselves out to suburban areas aswell toreach

customers nearer their locations.

4. It may not be possible for customers in general toreceive personal attention, which ispossible when they deal with small retailers.

Stores

Consumers sometimes joint together to from cooperative societies to sell goods on retail

basis. The basic purpose is to eliminatemiddlemen andobtain their requirements at lower

price. The capital is subscribed bythe members through the purchaseof shares of small

denominations. Cooperative stores purchase their requirements in bulk, from manufacturers

or wholesalers. Thisenables thecooperative stores to sell their products somewhat lower

prices than theordinary retailers. The stores usually sell on cash basis and thus avoid the

loss due to bad debts. Some example of department stores run of cooperative bass are

Super Bazar and Central Government Employees Consumercooperatives stores in Delhi in

Kamdhenu, TUCS and Amudhan in Madras.



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Advantages

1. Consumer can be sure of the quality of gods in the s e n s e that there is no possibility

of an adulteration practiced by some retailers in the Private s ec t or.

These stores areable tooffer variousproducts atmore reasonable prices than most retailers.

Consumers are assured of availability of certain products even when there is an

overallshortage in the market and that too at reasonableprices. Retailers usuallytake

advantage of such situation by either increasing prices of earmarking supplies theirfavored

customers.

Weakness

1. Customers donot patronizethese stores regularly, coming tothese stores only in times ofshortages.

2. Large cooperative stores tend to suffer formal drawbacks of bureaucratic management.

In Delhi, the two large cooperative stores mentioned above have usually thrived on the basis

of purchases made by Government departments, Governmentscontrolled autonomous

institutionsa public sector undertaking.

Consumer research

The research is done taking the consumer into account.i.e being consumer centric. Nowadays

consumers are treated as kings in the market and it is highly important to know about the

target audience .To know about the target audience it is very important to know the market

and that can be only done when an in-depth research is done taking into account the lifestyle,

the psyche of the consumer into account.



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Promotion

Nowadays with the increase of competition in the market and the customer being very

choosy, in order to attract them companies have started introducing various incentive

schemes, these incentive schemes are called as promotion.

Nowadays many retail outlets have come with their own membership scheme where if you

are a member in that retail outlet you get heavy discounts against your purchases.

Strategy

It is a step by step process of planning implementing of a game plan in order to increase the

market share in comparison to their competitors.

Advertising

Any paid form of no personal presentation and promotion of Big Bazaar s, goods or servoces

by an identified sponsor.

Location

Another key marketing-mix tool stands for the various activities the company undertakes to

make the product accessible and available to target customers. Atlas must identify, recruit,

and link various middle-men and marketing facilitators so that its products and service are

efficiently supplied to the target market. It must understand the various types of retailers,

wholesalers, and physical-distribution firms and how key make their decision.

Supply chain

Supply chain management is typically viewed to lie between fully vertically integrated firms,

where a single firm, and those own the entire material flow where each channel member

operates independently. Therefore coordination between the various players in the chain is



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key in its effective management. Different marketing gurus have compared supply chain

management to a well-balanced and well-practiced relay team. Such a team is more

competitive when each player knows how to be positioned for the hand-off. The relationships

are the strongest between players who directly pass the baton, but the entire team needs to

make a coordinated effort to win the race.



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INDUSTRY PROFILE

TYPES OF RETAIL FORMAT

Convenience store Chain of stores Franchise Specialty store Departmental store Supermarket Hypermarket Shopping mall Shopping plaza Factory outlet

CONVENIENCE STORE

Ideally located close to residential areas to enable target customers have easy accessibility and

select convenient merchandise such as beverages ,ready to eat snacks , grocery etc.

EX;- Friendly neighbour hood grocery stores

CHAIN OF STORES

A single retailer establishes a chain of stores with its exclusive store design, synergistic

merchandising plan, promotion and service strategy and so on.

EX;- Raymond chain



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FRANCHISE

Retail stores owned and operated by individual on behalf of and licensed by a big supporting

organization.

EX;- Pizza hut, NIIT, Mc Donald s

SPECIALITY STORE

Retail shops displaying merchandise which have narrow product lines specializing in a

particular type of merchandise and offering specialized services to customers.

EX;-Park Avenue (By Raymond ,it is a men speciality store)

DEPARTMENTAL STORE

A store having several departments such as clothing, personal care & cosmetics, books and

stationaries, house ware goods, electronics etc .All under a single roof, although individually

functioning as a strategic business unit (SBU).

EX;-Life style , Pantaloon

SUPERMARKET

A store which is departmentalized, with self service offering groceries, limited non-food items

such as health & beauty related items & general merchandise.

EX;- Food world outlets , Nilgiris



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HYPERMARKET

Hypermarket are very large in size, carry grocery , hardware ,appliances and other general

merchandise , with self service facilities usually located in warehouse type structure with

large parking facilities.

EX;- Big bazaar (Pantaloon Retail India)

SHOPPING MALL

A shopping mall is an arrangement of retail stores and providing the right mix of shopping,

food courts & entertainment & parking facilities.

EX;-In Bangalore The Forum , Central ,Sigma mall

SHOPPING PLAZA

The shopping plaza wil be a configuration of many tenants using space of 1000 sq. ft as so far

putting up stores within a single building.

EX;-Fountain Plaza

FACTORY OUTLETS

Factory outlets or stores are owned and operated by the manufacturers who sell discounted

merchandise or factory seconds or cancelled orders to consumer at low price.

EX;- Bata factory outlet



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COMPANY PROFILE

ABOUT BIG BAZAAR

About Big Bazaar Chain of Retail store in India

Out let 132 out lets

Located in India

Parent group Future group

Owner Kishore Biyani (CEO)

Founded 2001

Head quarter Jogeswari , Mumbai

Industry Retail

Website www.bigbazar.com

Tag line Is se sasta aur achha kahin nahi.

Big Bazaar is not just another hypermarket. 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,



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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.

Big bazaar is the subsidiary of future froup.

About The Future Group

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

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

While retail forms the core business activity of Future Group, group subsidiaries are present

in consumer finance, capital, insurance, leisure and entertainment, brand development, retail

real estate development, retail media and logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million square

feet of retail space in over 71 cities and towns and 65 rural locations across India. The group

owns several leading formats including Pantaloons, Big Bazaar, Food Bazaar, Home Town,

eZone and Central. Pantaloon Retail was awarded the International Retailer of the Year -

2007, by the US-based National Retail Federation, the largest retail trade association and the

Emerging Market Retailer of the Year 2007 at the World Retail Congress in Barcelona.

Future Group believes in developing strong insights on Indian consumers and building

businesses based on Indian ideas, as espoused in the group's core value of 'Indianness'. The

group's corporate credo is, 'Rewrite rules, Retain values'.

About FUTURE BAZAR.com

FUTURE BAZAR.com is the e-commerce arm of the Future Group. Future Bazaar provides

an integrated shopping site where consumers are able to buy products from our flagship

stores including eZone, Pantaloons and Big Bazaar online and get home delivery of products.
http://www.pantaloon.com/http://www.pantaloon.com/



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FUTURE BAZAR delivers across more than 1500 cities and towns in India covering 16,000

pin codes. FUTURE BAZAR carries genuine products and offers manufacturer's warranty (as

opposed to Seller's warranty) which most other sites offer. FUTURE BAZAR offers products

where the complete supply chain is managed by Future Group entities unlike other sites that

are marketplaces.

By the virtue of being a part of Future Group, FUTURE BAZAR is able to offer a wide range

of genuine products at very competitive prices, confidence of buying from a trusted source

and the convenience of returning in our physical stores.

VISION OF BIG BAZAAR-

To deliver everything, everywhere, every time, to every Indian customer in the most

profitable manner

CUSTOMER SEGMENTATION

Big bazaar targets higher and upper middle class customer. The large and young working population is a preferred customer segment. Big bazaar specially targets working women.



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FUNCTIONAL DEPARTMENT OF THE ORGANISATION

o HR AND TRAININGo PROJECT AND BUSINESS DEVELOPMENTo COMMERCIAL AND ACCOUNTSo ADMINISTRATIONo ITo LEGALo LOSS PREVENTION AND RISK MANAGEMENTo MARKETINGo SUPPLY CHAIN



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Organizational Structure & Organizational Chart

ORGANIZATIONAL STRUCTURE:-

CHAIRMAN CEO SUPERMARKET HYPERMARKET 4 REGIONAL HEADS 2 ZONAL HEADS 2 TERRITORY MANAGERS 10 CLUSTOR MANAGERS STORE MANAGERS SUPERVISOR ASSISTANT SUPERVISOR C S A



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ORGANIZATIONAL CHART



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MARKET RESEARCH ON BIG BAZAAR

7 P Analysis of Big Bazaar

7 Ps OR BIG BAZAAR-

Product

Big Bazaar offers a wide range of products which range from apparels, food, farm products,

furniture, child care, toys, etc. Products of all the major brands are available at Big Bazaar.

Also, there are many in house brands promoted by Big Bazaar. Big Bazaar sold over 300,000

pairs of jeans, 50,000 DVD-players and 25,000 microwave-ovens. In all, the fashion,

electronics and travel segments made up about 70% of sales. Last year, these categories made

up only about 60%.

7 ps

Price

Place

prod

uct

Promo

tion

People

Process

Physical

Evidence



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Apparels Food Chill station

Denim & t-shirts Staples Soft drinks

Formal wear Ready to eat Packaged juices

Casual wear Ready to cook Milk items

Party wear International food Frozen foods

Sarees Spices Ice creams

Night wear Tea and coffees

undergarments

Farm products Electonic bazaar Furniture

bazaar

personal care

fruits Tv sets Living room Shampoos



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Vegetables Washing machine Bedrooms Soaps

Dairy products Refrigerator Kitchen Creams

Imported fruits Micro waves Dining rooms Home cleaners

Laptops Paintings Deodrants

A.C. Detergents

Child cares &toys Fashion and jewellery Others services

Kids wear Beauty care Bakery

Toy bazaar Foot wear bazaar Mr.right

Stationary Star parivar Tulsi

Child care



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DISTRIBUTION CHANNEL

PROMOTION

Big Bazaar started many new and innovative cross-sell and up-sell strategies in Indianretail market. The various promotion techniques used at Big Bazaar include saalke

sabse saste teen din, Future Card (the card offers 3% discount), Shakti Card,

Wednesday bazaar.etc,.

Brand Endorsement by M. S. Dhoni, Exchange Offer - Junk Swap Offer, Point-of-Purchase Promotions.

Advertising has played a crucial role in building of the brand. Big Bazaaradvertisements are seen in print media, TV, Radio (FM) and road-side bill-boards



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PEOPLE

They are one of the key assets for any organization. The salient features of staff ofBig Bazaar are: -

Well-trained staffs, the staff employed by Big-Bazaar are well-suited for modernretail.

Well-dressed staff improves the overall appearance of store.

Employees are motivated to think out-of-the-box. Retail sector is in growth stage, sostaff is empowered to take innovative steps.

Employs close to 10,000 people and recruits nearly 500 people every month. Use of technology like scenario planning for decision making. Multiple counters for payment, staff at store to keep baggage and security guards at

every gate, makes for a customer-friendly atmosphere

Coupon Discount, more of the

products at normal price, gift with

purchase, competitions and prizes,money back offers and exchangeoffers, special occasions.

Below the

linePromotion

Giving advertisement in newspapers, TV, Internet, (own websitewhich gives online shoping services)

Partnership with Bigflix, Big FM 92.7

Above theline

Promotion



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PROCESS

The goods dispatch and purchasing area has certain salient features which include: - Multiple counters with trolleys to carry the items purchased. Proper display / posters of the place like (DAL, SOAP, etc.). Home delivery counters also started at many places.

PHYSICAL EVIDENCE

It deals with the final deliverable or the display of written facts. This includes the current

system and available facilities.

PORTERS FIVE FORCE MODEL

1.

Our competitors

2. Threats of entrants

3. Threats of substitutes

4.Bargaining power of buyers

5. Bargaining power of suppliers

Relience retail, adityabirla group, vishal retail,

Bharti&walmart

International players looking to foray india

Domestic conglomerates looking o retail chains

Unorganized retail

Consumer are price sensitive

Availability of more choices

The unorganized sector have dominant position



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COMPETITORS

COMPETITORS OF BIG BAZAAR:

1) RELIANCE FRESH

Reliance Freshis the convenience store format which forms part of the retail business of of

Reliance Industries of India which is headed by Mukesh Ambani. Reliance plans to invest in

excess of Rs 25000 crores in the next 4 years in their retail division. The company already

has in excess of 560 reliance fresh outlets across the country. These stores sell fresh fruits and

vegetables, staples, groceries, fresh juice bars and dairy products.

A typical Reliance Fresh store is approximately 3000-4000 square. feet and caters to a

catchment area of 1-2 km.

Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint,

Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various

formats that Reliance has rolled out.



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2) SPENCERSRETAIL:

Spencer's Retail is one of Indias fastest growing retail stores. It has multiple formats for

retailing food, apparel, fashion, electronics, lifestyle products, music and books.

It is owned by the RPG Group, a major business house.

Established in 1996, Spencers is one of the popular destination for shoppers in India with

supermarkets, hypermarkets and dailies spread all over India.



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3) SUBHIKSHA :

Subhiksha is an Indian retail chain with more than 1400 outlets selling groceries, fruits,

vegetables, medicines and mobile phones. It was started and is managed by R Subramaniam,

IIM Ahmedabad alumni. Subhiksha plans to open 1000 outlets by December 2008. He also

plans to invest Rs.500 crore to increase the number of outlets to 2000 across the country by

2009.

The name Subhiksha means prosperity in Sanskrit. It opened its first store in Thiruvanmiyur

in Chennai in March, 1997 with an investment of about Rs. 5 lakhs. The retail chain has seen

a considerable growth by offering goods at cheaper rates and thereby increasing its customer

base.



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4) Trent (Westside) :

Trent is the retail arm of the Tata group. Started in 1998, Trent operates Westside, one of the

many growing retail chains in India. The foresight of the Tata group, which invested in retail

relatively early is paying high dividends as retail is one of the booming sectors in India.

The company has a turnover of Rs. 357.6 crores (FY 2011-2012) and currently operates 22

stores in the major metros and mini metros of India. An international shopping experience, a

perception of values, and offering the latest styles, has created a loyal following for

Westside's own brand of merchandise.

Westside operates stores in Mumbai, Ahmedabad, Bangalore, Delhi, Chennai, Kolkata,

Hyderabad, Pune, Surat, Vadodara, Indore, Noida, Gurgaon, Ghaziabad, Mysore, Jaipur,

Lucknow, Nagpur.



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5) BhartiWalmart

BhartiWalmart Private Limited is a joint venture between Bharti Enterprises, one of India's

leading business groups with interests in telecom, agri-business, insurance and retail, and

Wal-Mart, the worlds leading retailer, renowned for its efficiency and expertise in logistics,

supply chain management and sourcing. The joint venture is establishing wholesale cash-and-

carry stores and back-end supply chain management operations in line with Government of

India guidelines. Under the agreement, Bharti and Walmart hold 50:50 stakes in

BhartiWalmart Private Limited.The first Wholesale Cash-and-carry facility named "Best

Price Modern Wholesale" Opened in Amritsar in May 2009 and subsequently in Zirakpur

(Near Chandigarh), Jalandhar, Kota, Bhopal, Ludhiana, Raipur, Indore, Vijaywada, Meerut,

Agra, Lucknow, Jammu, Guntur, Aurangabad ,Bathinda, Amravati ,Hyderabad and

Rajahmundry.



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SWOT ANALYSIS

Strengths

Vast range of products under one roof helping in attracting customer and their familyto shop together and enjoy the experience.

Benefit of early entry into retail industry. Diversified business operating all over India in various retail formats. Ability to get products from suppliers at discounted price due to scale of business.

Weakness

High cost of operation due to large fixed cost. Very thin Margin. High attrition rate of employees.

\Opportunities

Lot of potential in the rural market. Can expand the business in smaller cities as there is a lot of opportunity.

Threats

Lot of competitors coming up to tap the market. Margin of business reducing all the time.



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OBJECTIVES OF THE STUDY

The purpose of research is to discover answers to the questions through the application of

scientific procedure. The main aim of research is to find out the truth which is hidden and

which has not been discovered as yet. Each research study has its own specific purpose, we

may think of research objectives as failing into a number of following broad grouping-

1. To study the consumer perception towards Big Bazaar2. To analyze the company profile of Big Bazaar3.

To understand the various products and services of Big Bazaar.

4. To understand the different marketing strategies being followed by Big Bazaar.5. To learn their marketing mix.6. Proper understanding and analysis of Big Bazaar7. Conduct a survey on a sample selected from the customers of Big Bazaar and to obtain

their opinions

8. To know the strategy to make a customer retention.9. To know the consumers expectations from Big Bazaar.



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RESEARCH METHODOLOGY

Research

Research is a scientific and systematic search for pertinent information on a specific topic. In

fact research is an art of scientific investigation.

Redman and Mory defines research, As a systematic effort to gain new knowledge.

According to Clifford Woody research comprises defining and redefining problems,

formulating hypothesis or suggested solution; collecting, organizing and evaluating data;

making deduction and reaching conclusion and at last carefully testing the conclusion to

determine whether they fit the formulating hypothesis.

Research Process

Research process consists of series of actions or steps necessary to effectively carry out

research and the desired sequencing of these steps.

The following order concerning various steps provides a useful procedural guideline

regarding the research process:

1. Formulating the research problem-There are two types of research problems viz., those which relate to states of nature and

those which relate to relationship between variables. At the very outset the researcher

must single out the problem he wants to study i.e. he must decide the general area of

interest or aspect of a subject manner that he wants to study.

2. Extensive literature survey-



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Once the problem is formulated, a brief summary of it should be written. It is compulsory

for a research worker writing a hypothesis.

At this juncture the researcher should undertake extensive literature summary.

3. Development of working hypothesis-After second step, researcher should state in clear terms the working hypothesis. Working

hypothesis is tentative assumption made in order to draw out and test its logical or

empirical consequences.

4. Preparing research design-After developing hypothesis, we prepare the research design according to our hypothesis

of problem.

5. Determining sample design-The researcher must decide the way of selecting a sample of what is popularly known as

the sample design.

There are different types of sample designs.

Simple random sampling Systematic sampling Stratified sampling Quota sampling Cluster sampling Sequential sampling

6. Collecting the dataAfter using sampling technique, the researcher should collect the primary and secondary

data.



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7. Execution the project-Execution of the project is very important step in the research process. If the execution of

the project proceeds on correct lines, the data to be collected would be adequate and

dependable. The researcher should see that the project is executed in a systematic manner

and in time.

8. Analysis of data-After the data have been collected, the researcher turns to the task of analyzing them.

The analysis of data requires a number of closely related operations such as

establishments of categories, the application of these categories to raw data through

coding, tabulation, and then drawing statistical inferences.

9. Hypothesis testingAfter analysis of data as stated above, the researcher is in the position to test the

hypothesis.

10.Generalizations and interpretationsIf a hypothesis is tested and upheld several times, it may be possible for the researcher to

arrive as generalization, i.e. to build a theory.

If the researcher had no hypothesis to start with, he might seek to explain his findings on

the basis of some theory. It is known as interpretation.

11.Preparation the report of the thesis-Finally, the researcher has to prepare the report of what has been done by him.



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Research Methodology

Research methodology is a way to systematically solve the research problems. It may be

understood as a science of studying how research is done scientifically.

Research Design

A research design is the arrangement of condition for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in procedure.

Research design is needed because it facilitates the smooth sailing of the various research

operations, thereby making research as efficient as possible yielding maximal information

with minimal expenditure of effort, time and money.

Types of Research design

There are three types of res design-

1. Exploratory2. Descriptive3. Experimental

Descriptive research includes surveys and facts findings enquiries of different kinds. The

major purpose of descriptive research is description of the state of affairs as it exists at

present.

Sampling Design

Sampling technique is the procedure of selection of respondents from the population.



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Types of Sampling

Two types of sampling design is there.

1. Nonprobability Non probability sampling is that procedure which does not afford any

basis for estimating the probability that each item in the population has of being included in

the sample. It is also called as deliberate, purposive, judgments sampling.

2. Probability sampling-

Is also known as random sampling or chance sampling.

Under this design, every item of the universe has an equal chance of inclusion in the sample.

Data collection

In dealing with any real life problem it is often found that data in hand are inadequate , and

hence it becomes necessary to collect data that are appropriate .there are several technique of

collecting the data.

Types of data

The type of data that has to be collected for completion of any type of research.

Secondary data



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Tools and technique for data collection

Secondary data can be collected through the newspaper, journal, existing our research.

Survey area

Survey area is that place from where the samples are drawn for the study.

Sample size

Sample size is the number of samples which are drawn from the population for the study.

Research methodology for this study:

Research designDescriptive Research Sampling designSimple Random Sampling (Probability Sampling) Secondary data collection toolWebsites, News papers



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CONCLUSION

While writing this project report, I got myself confronted with the question of whether the

shopping mall has regionalized to the Indian conditions whether it has transformed itself

according to the existing Indian user habits. And if it has then, what are the criteria in which

shopping mall has regionalized?

After completing the detailed study of the Big Bazaar, I found that there is only marginal

regiorialization has happened in the architecture of the Big Bazaar. Most of the aspects of the

shopping mall hasnt really adapted or taken reference from the existing Indian market place.

This fixed nature of certain criterias of shopping mall also has something to do with the fact

that there are some characteristics which if taken away from the shopping mall, then the

market left wont be a shopping mall. Certain characteristics like overall bowl-like

structure, verticality, internal environment etc. are some of the criteria are which if taken

away from the Big Bazaar, then it wont really be a Big Bazaar Looking at each criterion

separately and testing it with the Indian scenario, I found that the Big Bazaar havent really

regionalized in terms of the user habits of the Indian customer except in the fact that all the

shops are not exactly sales man free. Even in this criteria, the shopping mall havent

regionalized completely. There is a mix of shops out of which some have the salesman and

some havent, the shops selling fast moving consumer products also have the salesman which

is a regional phenomenon. The Indian people like to buy the things on the advice of the

salesman as they are better known to all the products available. It also creates an intimate

place.

The Big Bazaar havent really regionalized in their zoning and functional distribution. But,

they seem to have taken reference from the Indian market place while placing them. For



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example, the placing of specialized products together is very common in Indian market places

and the placing of informal activities in the centre and not the FMCG is also a sign of

regionalization. But, on the whole the shopping malls havent fully taken into account the

Indian shopping environment.



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SUGGESTIONS AND RECOMMENDATIONS

1. Company need to spend a lot on advertising and promotion to create brand image ofits product.

2. Make frequent advertisements in both print and electronic media.3. Making stalls in corporate melas like trade fair, maybe beneficial to create brand

image of its product.

4. Need to provide additional offers and discounts as per customer requirements.5. Need to include varieties of similar item.6. Provide more discounts on FMCG.7. Provide better customer service.8. Maintained proper display to create impulse. (It is assumed that near about 70% sales

comes from impulse marketing and if proper display is not maintained impulse cannot

be created).

9. Better if we provide filtered information about More Megastore.



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BIBLIOGRAPHY

The data has been collected from the following sources .

Kothari, C.R., Research Methodology, Second Revised Edition, New ageInternational Publishers, 2004, New Delhi.

Malhotra, Naresh K., Marketing Research, Fifth Edition, Pearson Education, 2008,New Delhi

WEB SITES

www.google.com www.futuregroup.com www.bigbazaar.com www.morestore.com
http://www.google.com/http://www.futuregroup.com/http://www.bigbazaar.com/http://www.bigbazaar.com/http://www.futuregroup.com/http://www.google.com/

IMT Project - A Comparative Study of Marketing Strategy Refrences to 4ps of Big Bazar and Other Retail Company

Documents

ps of big bazarand

marketin p

ps of bigbazar

g e performaname

g e acknowledgementi

g e certificatethis

g e certificatei vipul

vipul singh11821401712bba