A

PROJECT REPORT
ON
CUSTOMER SATIFACTION & SALES

MAHAVEER INSTITUTE OF TECHNOLOGY

MEERUT

UNDER THE GUIDENDE OF: MISS TOSHAM SINGH

SUMMITTED BY: AATI CHAUDH RY
ROLL NO 8327501

CERTIFICATE

This is to certify that MISS AARTI CHAUDHRY, University Roll No. 8327501 is a regular
Student of

BBA IIInd year, full time degree course at our Institute. Her Summer Training

project work titled CONSUMER NEED AND SATISFACTION done at BIG BAZAAR,
submitted as part of the curriculum for the award of Bachoular of Business Administration
degree of CCS University,MEERUT is an original work done by him /her .
This work has not been submitted earlier in part or full to this or any other institute
/University for any degree or diploma.

Date

MISS TOSHAM SINGH

DECLEARATION
I AARTI CHAUDHRY bearing do hereby declare that the
information presented here is true to the best of my knowledge. Also,
the report has not been published anywhere else.

Place : MEERUT

AARTI CHAUDHRY

ACKNOWLEDGEMENT
The project of this magnitude would not have been completed singly. Firstly I want to give
my hearty thanks to all mighty who made the world and me also.
There are many other people without whom the completion of the project would not have
been possible. Some have contributed towards this directly while other have provided
indirectly. It gives me immense pleasure to thank
AARTI CHAUDHRY

Table of contents
Sl. no.

particulars

page no.

A. ) Introduction
Company profile
1. History
2. Strategy
3. Operation

4. Product
5. Advertising Compaigns
B. ) Introduction To The Company
Pantaloons
1. Introduction
2. Lines of business
3. Company Timeline
C. ) New discover in retail
1. Food Bazaar
2. Future Idea
3. New Product Segment
D. ) Future Group
1. Introduction
2. Industry Profile
3. Key Players in the Industry
4. The Big Bazaar Promises
5. Company Mission/Value
E. ) Company Director Massage
1. Message
2. History
3. Company milestone
F. )Future Group Partner
1. Big Bazaar
2. Pantaloon
G. )Future Brand
1. DJ &C
2. BUFFALO
3. KNIGHTHOOD
H. ) Lines Of Bussiness
1. C-Central
2. History

I. ) Strength/Weakness
J. ) Research Objectives
1. Methodology
2. Research Period of objective
3. Review
K. ) INTRODUCTION OF MARKETING
1. Definition
2. Segmentation
3. Marketing Mix
4. 4-p
5. Retailing Promotion Mix
6. Introduction own brand
L. ) Research Methodology
1. Research Methodology
2. Data Collation
3. Data Collection Techniques
M. ) Graph
N. ) Conclusion
O. ) Annexure
1.

Questionnaire
2. Bibliography

COMPANY PROFILE

Type

Private

Industry

Retailing

Founder(s)

Mr. Kishore Biyani (MD &

CEO)

Headquart
Mumbai, Maharashtra, India
ers

Products

Discount, grocery and

convenience stores, cash and
carry, hypermarkets, financial
services

Employees 36,000
Divisions

Pantaloon Retail, Future Value

Retail Limited

Website

www.futuregroup.inwww.future
bazaar.com

Future Group is an Indian privately held corporation that runs chains of large
discount department stores and warehouse Store

HISTORY
Company History - Future Retail Ltd.

2010
- Mr.Kailash Bhatia has been co-opted on the Board and also appointed as

Wholetime Director.
- 'Bring anything old and get anything new' at Big Bazaar's 'The Great Exchange
Offer'.
- Tata Teleservices in Strategic Partnership with Future Group.
- Company Heads walk the ramp for the Pantaloons Style Inc Awards Unveil
Pantaloons Spring Summer Collection 2010.
- Pantaloons Femina Miss India 2010 Finalists Unveil the 'Pantaloons Femina Miss
India 2010 Collection'.

2011
- Bengaluru Welcomes 'Next Gen' Pantaloons Store.

- Pantaloons launches its revamped Green Card Loyalty Programme in Bengaluru.

- Pantaloons continues its 'Next Gen' journey in Pune.
- Big Bazaar Completes 10 Years.

2012
- Kishore Biyanis Pantaloon Retail to be re-named as Future Retail India Ltd post

demerger.
8

- Pantaloon Retail gains over 2% after govt gets Maya boost in RS.
- Future Group Demerges Pantaloons Retail Format from Flagship Company Aditya
Birla NUVO to Invest in Pantaloons Format.
- Future Group forays into elite gourmet retailing in Bengaluru with the launch of
the first Foodhall in the city.
- Pantaloon Retail & Future Ventures Demerge Lifestyle Fashion Businesses to
Create India's Leading Integrated Fashion Company.

2013
- The Company Name has changed from Pantaloon Retail (India) Limited to Future

Retail Limited.
- Future Retail - L&T, General and Future Group sign Non-Binding term sheet for
merger of general insurance businesses.
- Pantaloon Retail (India) Limited has, entered into Share Purchase Agreement
(SPA) with Industrial Investment Trust Limited to sell its part holding in Future
General India Life insurance Company Limited.

2014
- The world's largest online store Amazon and India's largest listed retailer Future

Group have signed a deal to jointly sell goods over the Internet amid growing
friction between online and offline retailers over heavy discounting.
- Future Group and Amazon India have formed a strategic partnership under which
the e-retailer will sell Future Group's merchandise exclusively online. -Future Retail
has announced Rights in the Ratio of 5:8 2015 -Patanjali Ayurved and Future Group
Join Hands -All new Big Bazaar GEN NXT store launched in Noida -Sunburn,
Asia's largest Music Festival Styled by fbb Food hall Launches THE HOUSE OF
TEA -India's Most Trusted Retailer Big Bazaar Announces an Exclusive Tie-up
With Mobi Kwik

STRATEGY
3-C Theory
According to Kishore Biyani's 3-C theory, Change and Confidence among the
entire population is leading to rise in Consumption, through better employment
and income which in turn is creating value to the agricultural products across
the country. Big Bazaar has divided India into three segments:
India one: Consuming class which includes upper middle and lower middle
class (14% of India's population).
India two: Serving class which includes people like drivers, household helps,
office peons, liftmen, washer men, etc. (55% of India's population) and
India three: Struggling class (remaining 31% of India's population).
While Big Bazaar is targeted at the population across India one and India two
segments, Aadhaar Wholesale is aimed at reaching the population in India three
segment. With this, Future Group emerged as a retail destination for consumers
across all classes in the Indian society.

OPERATIONS
Various formats and store concept
Most Big Bazaar outlets are multi-levelled stores and are located in stand-alone
buildings in city centres as well as within shopping malls. These stores have
more than 2,00,000 Stock Keeping Units (SKU) in a wide range of categories,
led primarily by fashion and food products. The retail space of these stores in
the metros range between 50,000 and 1,60,000 sq. ft.
Since its launch in 2001 in metro cities like Kolkata, Bengaluru and Hyderabad,
Big Bazaar is the largest Hypermarket chain with presence in 90 cities and
towns across the country.

10

CSR activities
As a part of Future Group, Big Bazaar is involved in various social activities
that include green initiatives for the community, blood donation camps, Diwali
celebrations with orphanages, visits to orphanages and other NGOs helping
underprivileged children. These activities usually involve all members of the
management as well as staff of Big Bazaar.
In September 2011, Future Group signed a strategic partnership with the
Himachal Pradesh Government to directly source, market and promote the
states products and services through its Big Bazaar stores under the brand
Himachal. The aim of this partnership is to aid the development of various
source-to-market initiatives to enhance livelihoods for more than 25,000
families in the state.
Big Bazaar created a platform called Yatra to provide women of self-help
groups across various towns and regions of Maharashtra and Gujarat the
opportunity to market their wide assortment of indigenous food and non-food
products. As part of the programme, women from over 30 regional self-help
groups were invited, encouraged and helped to set up stalls to exhibit their
products at Big Bazaar stores.
Big Bazaar Mysore started offering a free wholesome meal to all its
customers, who in return contribute Shraddha Anussar for a community cause.
In other words, the customers donate any amount for the meal which would be
used for a local, regional or topical cause.

11

SCHEMES AND INNOVATION

The introduction of Sabse Sasta Din (Cheapest Day) in the year 2005 was a
turning point for the Big Bazaar franchise. As part of this effort, the Republic
Day holiday was used to ensure that consumers visited Big Bazaar outlets
across the country in large numbers to get required household items at cheaper
rates.
Taking cue from this highly successful concept, another initiative was
introduced, named the Purana do aur naya lo (give old and get new) scheme.
In this scheme, consumers were asked to bring and sell old clothes, utensils and
other household items in exchange of discount coupons. The concept proved to
be a success yet again as people from across the country responded
spontaneously, in spite of the different preconditions associated with it.
The franchise further inaugurated the concept of Hafte ka sabse sasta din
(Cheapest Day of the Week), wherein Wednesday was designated to be the day
when special discounts were offered to consumers during a week.
Wednesday Bazaar
The concept of Wednesday Bazaar was promoted as Hafte Ka Sabse Sasta Din
(Cheapest Day of the Week). Initiated in January 2007, the idea behind this
scheme was to draw customers to stores on Wednesdays, the day when
consumer presence is usually less. According to the chain, the aim of the
concept was to give home makers the power to save the most
Sabse Sasta Din
Big Bazaar introduced Sabse Sasta Din (Cheapest Day) with the intention of
attaining a sales figure of Rs 26 crore in a single day. The concept became such
a hit that the time period for the offer had to be increased from one day to three
days in 2009 (January 24 to 26) and to five days in 2011 (January 22 to 26).

Maha Bachat
The concept of Maha Bachat (Mega Saving) was introduced in the year 2006
as a single day campaign with attractive promotional offers across the company
12

outlets. Over the years, the concept has grown to become a six-day biannual
campaign. During this campaign, attractive offers are given in all the value
formats including Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture
Bazaar.
Is se sasta aur acha kahin nahin
Big bazaar is the companys foray into the world of hypermarket discount
stores, the first of its kind in India. Price and the wide array of products are the
USPs in Big Bazaar. Close to two lakh products are available under one roof at
prices lower by 2 to 60 per cent over the corresponding market prices. The high
quality of service, good ambience, implicit guarantees and continuous discount
programmers have helped in changing the face of the Indian retailing industry.

Products available in Big bazaar

Apparel and Accessories for Men, Women and Children.
Baby Accessories.
Cosmetics
Crockery
Dress Materials Suiting &
Shirting
Electrical Accessories

Toys
Home Textiles
Home Needs
Household
Appliances
Household Plastics

Electronics
Footwear

Hardware
Home Decor

13

Luggage
Linens
Sarees
Stationery
Utensils &
Utilities

ADVERTISING COMPAIGNS MARKETINGS

INITIATIVES
In view of the increasing competition in the retail market, Big Bazaar has
introduced certain steps to keep itself updated and continue promoting the band.
New Logo
On the occasion of successful completion of 10 years in the Indian retail
industry (in 2011) Big Bazaar came up with a new logo for the company with a
new tag line that
says: Naye India Ka Bazaar (Market for New India). This replaces the earlier
tag line: Isse Sasta Aur Kahin Nahin (Nothing is Cheaper than Here\

Advertising initiatives
Big Bazaar has recently launched a 360-degree promotion drive covering the
three prime media, television, print and social media, to mark the launch of the
new logo. The entire media campaign was developed by Mudra
Communications. Big Bazaar celebrating April Utsav on 2013. They Offering
Rs. 50 off on Rs. 500 or Rs. 100 off on Rs. 500 or Rs. 200 off on Rs. 500
coupon through missed call

14

Company Timeline:-

Major Milestones
2016

Future Group's People Office team receives ISO 9001: 2015 certification
on Jan 5, 2016.

2015

fbb became style partner of Asia's largest music festival, Sunburn

Big Bazaar & Ezone made to the Brand Equity's Top Retailer's List
Tasty Treat, Future Group's Food & FMCG brand launched its first mass
media campaign with a new tagline 'Yeh Phislee Neeyat'
Future Consumer Enterprise Limited (FCEL), signed an equal joint
venture deal with the Mibelle Group, Europe's third largest FMCG brand
company.
Future Group partnered with India's fastest growing ayurvedic company,
Patanjali Ayurved.
Future Consumer Enterprise Limited joined hands with Govt of Rajasthan
to operate their public distribution stores Annapurna Bhandar.
The Miss Universe from Columbia, Paulina Vega launched Jealous 21's
limited edition Miss Universe Collection at Taj Land's End in Mumbai
First Big Bazaar GEN NXT store designed for smart and easy shopping
experience opened in Infinity Mall, Malad, Mumbai
Big Bazaar announced an exclusive tie-up with a leading mobile wallet
company, MobiKwik
The UK based Plymouth City College awarded Future Sharp with a title
of 'The Best International Business Partner'
Giovani, Indus League's suits & jackets brand signs Fawad Khan as it's
brand ambassador
T24, Future Group's unique telecom service and loyalty program and of
India's first unpaid GSM mobile service completed 5 eventful years
Future Group's niche plus-size clothing brand, aLL celebrated 10 years
journey of serving customers
The most affordable fashion destination, fbb signed youth style icons
Katrina Kaif and Varun Dhawan as its brand ambassadors
15

Bharti Retail joins hands with Future Retail

Future Supply Chains Solutions Ltd launched its cold storage warehouse
facility at Mehsana, Gujarat
Future Group forays into M-Commerce with the T24 Mobile App
Big Bazaar redefines weekends with the launch of a never-seen-before
campaign, 'Crazy Weekend'.
Future Group launched the new age convenience store format, KB's
Conveniently Yours.

2014

Future Group partnered with the Fortune 500 company and one of the
largest online shopping destination, Amazon
Future Consumer Enterprises Limited acquired one of the India's oldest
supermarket chains in India with origins dating back to 1905 ,Nilgiris.
Future Supply Chain acquired New Delhi based processed-foods supply
chain company, Brattle Foods
Future Group partnered with world's leading customer science company,
dunnhumby for data analytics services
Future Group announced its strategic tie-up with SAP company hybris,
that delivers OmniCommerce: state-of-the-art master data management
for commerce and unified commerce processes to its clients.
India's First Mega Food Park was inaugurated by India's Honourable PM
Shri Narendra Modi at Tumkur Karnataka
Central completed its 10 glorious years of serving customers
HomeTown underwent a complete makeover with a new tagline, 'The Art
of Better Living', logo and in-store branding.
Future Group's premium food destination Foodhall launched in Saket,
New Delhi.
Big Bazaar and Ezone were voted as one of the Top 50 Most Trusted
Brands in the country in the Brand Equity Survey 2013 conducted by
Nielson. The survey also revealed that Big Bazaar is the 4th Most Trusted
Service Brand of the country
fbb ties up with India's largest Beauty Pageant Femina Miss India 2014
A New Generation Big Bazaar, Big Bazaar Family Centre was launched
at Alcove in Kolkata on January 6, 2014

2013

Foodhall, the premium lifestyle food destination launched in Pune.

16

Our fashion brand Central opens its new store in Center Square Mall,
Kochi.
First batch of Future India Fellowship program started with 5 selected
fellows across the country. The fellowship aims to create thought leaders
of tomorrow.
Future Group successfully introduced 'Big Bazaar Direct' an assisted
shopping concept where franchises will sell Big Bazaar products through
a catalogue on a 'tablet'.
Future Group introduced brand new fashion format 'I am In' for trendy
youth of the country.
Big Bazaar introduced an exciting occasion for shopping 'April Utsav'.
Future Group officially launched India's largest State of the Art Logistical
Distribution Hub at Nagpur.
Big Bazaar introduced a unique customer membership program 'Big
Bazaar Profit Club.'
Foodhall, the premium lifestyle food destination launched in New Delhi.
Future Sharp, the Future Group arm that trains and develops the skills of
youth opened its new skill centre in Nashik.

2012

On 1st May 2012, the company introduced a new retail initiative Public
Holiday Sale
Foodhall the premium lifestyle food destination launched its second store
in Bengaluru on 4th May 2012
Big Bazaar redefined the concept of customer service with the launch of
the Rajajinagar Family Centre in Bengaluru with its unique Seva
initiative on 24th February 2012
Future Sharp Skills Ltd. launched its first skill centre in Kolkata with a
vision to train and provide sustainable livelihood to five lakh youth of
West Bengal by 2022
Pantaloons became the first retailer to introduce a reality hunt as it set out
on a countrywide search for their next Fresh Face
Pantaloons launched its first store in Ludhiana, Visakhapatnam, Bilaspur
Future Group started Aadhaar Franchise
Future Supply Chains Express Logistics business became the fastest
profitable Express Business in India
Keeping pace with the ongoing trends Fashion@ Big Bazaar decided to
reposition itself as fbb

17

Pantaloons joined hands with PAYBACK . Being India's largest and one
of the strongest loyalty programs in Europe, PAYBACK offers were made
available to all Pantaloons customers
Big Bazaar launched its home delivery services in Mumbai

2011

April 2011 KB's Fairprice celebrates opening its 200 stores in India
May 2011 Future Supply Chains becomes ISO certified

2010

Future Group launches its telecom brand T24 in partnership with Tata
Teleservices to provide additional loyalty benefits to its customers.
Future Group launches products in key FMCG categories through Sach, a
brand co-created with Sachin Tendulkar.
Future Group connects over 4000 small and medium Indian
manufacturers and entrepreneurs with consumers.

2009

Future Group celebrates its first Shopping Festival across all retail
formats in key Indian cities.
Future Innoversity starts its campuses in Ahmedabad, Bangalore and
Kolkata to offer degree programs through a tie-up with IGNOU.
Future Group partners with Hong Kong-based Li & Fung Group to
strengthen its supply chain and logistics network across the country.

FUTURE GROUP

18

Future Group is one of the countrys leading business groups present in retail,
asset management, consumer finance, insurance, retail media, retail spaces and
logistics. The groups flagship company, Pantaloons Retail (India) Limited
operates over 10 million square feet of Retail space, has over 1,000 stores and
employs over 30,000 people. Future Group is present in 61 cities and 65 rural
locations in India. Some of its leading retail formats include, Pantaloons, Big
Bazaar, Central, Food Bazaar, Home Town, e Zone, Depot, Future Money and
online retail format, futurebazaar.com.Future Group companies includes, Future
Capital Holdings, Future Generally India Indus League Clothing and Galaxy
Entertainment that manages Sports Bar, Brew Bar and Bowling Co. Future
Capital Holdings, the groups financial arm, focuses on asset management and
consumer credit. It manages assets worth over $1 billion that are being invested
in developing retail real estate and consumer-related brands and hotels. The
groups joint venture partners include Italian insurance major, General, French
retailer,ETAM group, US-based stationary products retailer, Staples Inc. and
UK-based Lee Cooper and India-based Talwalkars, Blue Foods and Liberty
Shoes. Future Groups vision is to, deliver Everything, Everywhere, Every
time to Every Indian Consumer in the most profitable manner.
The group considers Indian-nesses a core value and its corporate credo isRewrite rules, Retain values.

19

INDUSTRY PROFILE
Retailing includes all the activities involved in selling goods or services to the
final consumers for personal, non-business use
The organized retail sector in India has a very low contribution to the entire
retail sector in the country. Hence there is ample scope for the new players to
achieve success. Large young working population with average age of 24 years,
nuclear families in urban areas, along with increasing working women
population and emerging opportunities in the services sector are going to be the
key growth drivers An organization selling directly to final consumer-whether a
manufacturer, wholesaler or retailer is doing retailing. It does not matter how
the goods or services are sold (by person, mail, telephone, vending machine or
internet) or where they are sold (in store, on the street, or in consumers home).
Retail is Indias largest industry, accounting for 10% of countrys GDP and
around 8 percent of employment. Modern retail has entered India as seen in
shopping centers, multi storied malls and huge complexes offer shopping,
entertainment and food all under one roof. India has seen the concept of
hypermarket coming of age. Players like Wall-mart, metro have established
hypermarkets in many countries. In India hypermarket concept is in nascent
stage, retailers like Pantaloons, Tata, and RPG have started hypermarket
operations and they are having plans to expand aggressively to all the regions of
India.
Among all the global retail markets Indian retail market is the most expanding.
This is owing to the absence in restriction at the entry level. So, large foreign
companies can enter in the green retail fields of India.

20

KEY PLAYERS IN THE INDUSTRY

BIG BAZAAR
BHARTI RETAIL
RELIANCE RETAIL
STAR BAZAAR
MORE

MEGA MART
FOOD WORLD
SAFAL
SPENCERS

21

THE BIG BAZAAR PROMISES:

1. MANUFACTURER WARRANTIES ON ALL PRODUCTS
Big Bazaar promises to sell only the original products from the authorized
dealers; so that all applicable products carry the original manufacturers
warranty. To service any product purchased at Big Bazaar, customer can visit
the authorized service center of the manufacturer. The invoice accompanying
the product is the warranty document.

1. GUARANTTEED DELIVERY
Big Bazaar guarantees to deliver the exact product that has selected, without
defects. In case of receiving a different product, or if the product is damaged in
transit, the customer should contact it within the stipulated time period and Big
Bazaar will ensure that it is replaced or refunded.

2. SECURED PAYMENT
It commits to ensure that no payment misuse happens, so we work with banks
and payment gateways to ensure that your information is protected. Payments
are protected both by it and by the policies of customers bank, and the chances
of fraud in these channels are actually very low. Big Bazaar openly publishes
its office addresses and is part of Indias largest retail company with a presence
all over India so you know how to contact us in person, if required.

3. OUR SIMPLE 7- DAYS RETURN POLICY:

If customer has purchased something at Future Bazaar and the product did not
meet its expectations or does not fit to his needs, then it can return the product
to us; no questions asked, as long as it is in its original packaging and
accompanied by its invoice. We will even make the return process simple for
you just contact our customer support and well arrange to pick up the product
from your home. Alternately, you can drop it off at the nearest Big Bazaar.
22

4. PROMPT CUSTOMER SUPPORT

Our customer support is manned by dedicated call center personnel, who can
take decisions and resolve your problems. They are eager to solve your
problems and are aware of the processes and means to handle them. In case
they cannot solve the problem at their end, they will trigger the required action
on your behalf or advise you the best possible method to a successful fulfillment
of all your queries/issues. Be assured that when you call us, your call is being
taken seriously.

23

GROUP VISION:
Future Group shall deliver Everything, Everywhere, Every time for Every
Indian Consumer in the most profitable manner.

GROUP MISSION:
We share the vision and belief that our customers and stakeholders shall be
served only by creating and executing future scenarios in the consumption space
leading to 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:
Indians: confidence in ourselves. Leadership: to be a leader, both in thought
and business. Respect & Humility: to respect every individual and be humble.
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.

24

BOARD OF DIRECTORS

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloons Retail (India) Limited
and the Group Chief Executive Officer of Future Group.
Mr. Gopikishan Biyani, Whole time Director
Gopikishan Biyani is a commerce graduate and has more than twenty years of
experience in the textile business.Mr. Rakesh Biyani, Whole time Director
Rakesh 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.

25

Mr. Vijay Biyani, Whole time Director Vijay Biyani has more than twenty years
of experiencein manufacturing, textiles and retail industry and has been actively
involved in the financial, audit and corporate governance related issues within
the company.
Mr. Vijay Kumar Chopra, Independent Director V.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 Director Shri Shailesh Haribhakti is a
Chartered Accountant, Cost Accountant, and a Certified Internal Auditor. He is
the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and
past president of Indian merchant Chambers. He is on the Board of several
Public Limited Companies, 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 Director S. Doreswamy is a former
Chairman and Managing Director of Central Bank of India and serves on the
board of DSP Merrill Lynch Trustee Co and Ceat Limited among others.Dr. D O
Koshy, Independent Director. O. Koshy holds a doctorate from IIT, Delhi and is
the Director of National Institute of Design (NID), Ahmedabad. He has over 24
years of rich experience in the textiles and garment industry 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
retail management. MS. Bala Deshpande, Independent Director Bala Deshpande
is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the
boards of Deccan Aviation, Nagarjuna Construction, Wels pun India and Indus
League Clothing Ltd, among others.

26

Our culture
At Pantaloon & Future Value of retail, Empowerment is what you acquire and
Freedom at Work is what you get. We believe our most valuable assets are our
People. Young in spirit, adventurous in action, with an average age of 27 years,
our skilled & qualified professionals work in an environment where change is
the only constant. Powered by the desire to create path-breaking practices and
held together by values, work in this people intensive industry is driven by
softer issues. In our world, making a difference to Customers lives is a Passion
and performance is the key that makes it possible. Out of the Box thinking has
become a way of life at Pantaloon and living with the change, a habit.
Leadership is a value that is followed by one and all at Pantaloon. Leadership is
the quality that
Motivates us to never stop learning, stretching to reach the next challenge,
knowing that we will be rewarded along the way. In the quest of creating an
Indian model of retailing, Pantaloon has taken initiatives to launch many retail
formats that have come headed for serve as a benchmark in the industry.
Believing in leadership has given us the optimism to change and be successful
at
it. We do not predict the future, but create it.
At Pantaloon you will get an opportunity to handle multiple responsibilities, and
therein, the
Grooming to play a larger role in the future. Work is a unique mix of preserving
our core Indian
Values and yet providing customers with a service, on par with international
standards.
At Pantaloon you will work with some of the brightest people from different
spheres of industry. We believe its a place where you can live your dreams and
pursue a career that reflects your skills and passions.

27

NEW DISCOVERIES IN RETAIL

In the financial year 2006-07, the companys retail businesses discovered new
categories across formats, new sets of consumers and fresher and contemporary
merchandise. We have been able to offer more in the established businesses and
gain favorable acceptance with new concepts. In addition, concerted expansion
plans saw retail space increase to over 5.2 million square feet at
the end of 2006-07. This expansion mode was characterized by a two pronged
approach. By dominating the cities the company was already present in and by
bringing the benefits of modern retail to towns and cities like Mangalore,
Palakkad, Surat, Indore, Kanpur, Haldia, Agra, Coimbatore, Jaipur and Panipat.
The company has also undertaken significant private label initiatives in food, in
general merchandise and in the consumer durables and electronics categories.
Strategic alliances have also been forged with established domestic and
international Brands. However, the most significant development was the
internal realignment the company undertook within each of its retail businesses.
To embark on a more detailed approach towards value creation and increasing
efficiency, the company reviewed its business operations and adopted a more
focused approach by creating an integrated support unit or Line of Business.
Augmenting the retail front-end team, Line of Business (LoB) units have been
created in the three most critical businesses food, fashion and general
merchandise. Formed during the second half of 2006-07 these business units
focus on introducing optimum operational efficiencies. Thus, these units ensure
that back - end measures are appropriately taken care ofand the right kind of
merchandise reaches the stores in the best possible time, at the right price.
These teams focus on product consolidation and suitability, margin
improvement, and vendor rationalization, thereby ensuring that the sourcing
benefits are made available to the front end team. The companys efforts over
the next couple of years would entail a combination of Expansion and process
up gradation and implementation.

28

The emphasis will be on the next discoveries to be made in the retail space that
will lead to expansion. At the same time, there will be an increased focus on
micro detailing aspects including process, product and operational efficiencies
thereby contributing positively to the companys bottom-line, discovering fresh
fashion

It was the first Pantaloons store in Kolkata that set off a chain of discoveries that
have led us to where we are today. Ten years later, we have launched our largest
Pantaloons store in Kankurgachi in Kolkata. Spread across 85,000 square feet,
the store is the first among a series of
Large format stores that will be launched across the nation. After consolidating
its Fresh Fashion Positioning, Pantaloons embarked on a major expansion
during the year 2006-07. In 8 cities, 11 Pantaloons stores were opened with 7 of
them opening in the single month of March 2007. The total count of Pantaloons
29

stores as on 30th June 2007stood at 31 with the total area under retail close to 1
million square feet. In order to maintain the top of the mind association with
fashion in India, Pantaloons continued to be the title sponsor for the Famine
Miss India 2007 pageant. In addition, Bipasha Basu and Zayed Khan were
roped in as brand ambassadors in the month of August 2006. The success of this
initiative was evident in the increased sales for the HaldiGulal range as well as
the Svayam Utsav summer collection that were endorsed by Bipashaand
Zayed. The private label apparel share during the year was in excess of 70
percent. The year
Also witnessed categories like Winter-wear and Ethnic Ladies-wear
strengthening their presence in the stores. The increasing success of the store
brand is evident from the fact that the store loyalty programed, Green Card,
added 200,000 new members.
Pantaloons will see a significant expansion during the coming year with an
increase of nearly0.50 million square feet of retail space and an addition of
about 15 stores. Pantaloons will look at dominating cities where it has a first
entrant advantage and will scale up sizably with larger stores, additional
categories and retail formats. The year 2007-08 will witness considerable focus
in the North and East regions. Delhi and the NCR area along with Punjab,
Chandigarh and Ludhiana will see the next stage of expansion. Cities like
Ranchi, Guwahati and Siliguri in the East will also discover Fresh Fashion.

30

In 2010-2011, more Indians discovered the value of shopping in Big Bazaar.

And with the launch of each store, we discovered more value in terms of
operational efficiency. Big Bazaar launched 27 new stores in 22 cities, covering
over 1.40 million square feet. As of June 2010, there were planning to have 300
Big Bazaar stores across 100 cities. While Big Bazaar continued to expand in
the large cities, it also tapped consumption potential in smaller cities like Agra,
Allahabad, Coimbatore, and Surat, Panipat, Palakkad, Kanpur and Kolhapur.
The year under review also witnessed realigning of business teams with shared
experience in category management, sourcing, front-end operations and
business planning. In addition, separate teams have been formed to look into all
aspects of new store launches and to manage mature stores. This provides more
flexibility and focus in expansion plans.
The increase in SKUs in existing categories and the introduction of new
categories encouraged the opening of larger stores or Super Centres, measuring
100,000

Square feet or more. There are now 5 Big Bazaar Super Centres. Considering
this scale of expansion, technology plays a significant facilitating role. The
introduction of SAP in 2005-06 and its roll out during the year positively
31

impacted the business. Big Bazaar has initiated the process of Auto
Replenishments Systems, thus improving
Operational efficiencies and productivity. The company has also rationalized
nearly 250 vendors through better vendor management in terms of potential to
expand, and for inclusion and up gradation to the online B2B platform. The
company plans to open over 60 stores across India in FY 2011-12, and the
opening of the 200th Big Bazaar store will mark the fastest ever expansion by a
hypermarket format.

32

FOOD BAZAAR

Based on the companys in-house consumer data and research, and in

cognizance with observations on customer movements and the shopping
convenience factor, Food Bazaar has initiated certain refurbishments and layout
design across all stores. The intention is to continuously change with the times
and demands of the evolving Indian consumer.
Food Bazaar also witnessed healthy expansion during the year 2010-11, making
its presence felt in nearly 26 cities and adding 40 stores during the year under
review. The total count of Food
Bazaars as on 30th June 2007 stood at 86 stores. The year under review
witnessed the companys private label programme gaining significant traction.
The brands have been very competitive visaVis the established brands in quality and price terms, and have in fact scored
better than national or international players in certain categories.

The share of private labels as a percentage of total Food Bazaar revenues has
increased significantly and comprises nearly 50 merchandise categories.
33

While Fresh & Pure brand entered categories like cheese slices, frozen peas,
honey, packaged drinking water and packaged tea, the Tasty Treat brand
received very favorable response in new categories like nankeens and wafers. In
the home care category, Care mate launched aluminum foil and baby diapers
while clean mate launched detergent bars and scrubbers.
A new format BB Wholesale Club was launched and 4 such stores have been
opened so far. To be managed by Food Bazaar from the ensuing financial year,
this format sells only multipacks
And bulk packs of a select range of fast moving categories and caters to price
sensitive customers and smaller retailers.
The company has also forged tie-ups with established companies like ITC,
Adanis, DCM Group, USAID and other farm groups in Maharashtra and
Madhya Pradesh to source directly from them.
These alliances are expected to drive efficiencies as well as bring better
products to consumers .By the end of FY 11-12, the total number of Food
Bazaar stores is expected to be 200.

34

Future ideas
Discovering new opportunities

35

Future Ideas is the Innovation, Design & Incubation cell within Pantaloon Retail
that stems from the core proposition - Protecting and preserving the soul of a
small business or
Enterprise within a large organization. Future Ideas deals with the whole aspect
of idea creation, scenario planning activities, alternate approaches to an issue,
providing
Varied outcomes and solutions to a problem and handholding the activity till its
success parameters are satisfied.
A unique initiative in corporate India, Future Ideas rests on a tripod that can be
classified as Innovation driven, Design Management approach and an
Incubation

36

chamber, each with its own uniqueness, yet with common objectives. The
Design Management team looks at each observation made by the Innovation
team, and brainstorms by using a collaborative and holistic approach. The
resultant ideas are then nurtured within the Incubation cell. The
Incubation team comprises of business teams, mentored by the Innovation and
Design teams.

They are people who are released from their original businesses or concepts and
made part of the entire ideation process at Future Ideas. They remain at Future
Ideas till project completion stage
When the success parameters for running the business are met.
Future Ideas draws inspiration for most of its activities and projects, keeping in
mind the new genre of aspirational Indians. At any point of time Future Ideas
would work on about 20 varied
Projects within the Future Group.
Some of the formats that are now being incubated by this team include Top10,
Depot, Star & Sitara and Talwalkars Fit & Active. The team is also working on
ideas around small format nofrills
Stores, rural retailing, fashion for the masses and on projects involving women
and self-help groups.

37

Future

Group plans 900

KB's Fair

Price

Future
Group is planning
to open
about 850 to 900
KBs Fair
Price shops. The
locations
have yet not been
finalized,
but the retailer shall
expand in the same market clusters it has a presence in. In an exclusive
interview with India Retailing, Damodar Mall, group customer director at
Future Group stated, "We will expand KBs Fair Price shops in select towns.
First, it will be a concentrated approach in the markets we are already present in
Delhi, Mumbai and Bangalore."
Denying recent media reports on closure of a number of KBs Fair Price stores,
Mall stated, "The report was incorrect. KBs Fair Price is a business model
where, we will keep churning old localities and getting into new ones. If we
have closed one store in a locality, we have opened another in the same
catchment."
"We have mapped 850 to 900 KB's Fair Price shops. The model is low-cost and
revenues from these stores have been the highest among all the modern trade
players in the neighborhood space. The model is viable and a part of our
expansion plans," Mall informed.
Further informing on Future Group's plans on its format Big Bazaar Mall
informed that the company is targeting a total number of 350 Big Bazaar stores,
although the timeline is not yet decided. At present there are around 120 Big
Bazaar stores in India, present across 67 cities of the country.

38

39

Discovering new segments

40

Depot, in many cities, is the first modern retailer in books and music and the
response has been overwhelming. The core differentiators of Depot are its
young, colorful and vibrant stores, strong regional range, affordability and a
private label publishing program Depot Exclusives. In its first year of
operation, Depot has launched 6 stand-alone stores and 50 cut-ins.
Along with its expansion in major cities, Depot debuted in smaller towns like
Rajkot, Vadodara, Haldia, Trissur, Palakkad and Tiruvanantharam.
The Depot Exclusives (released solely in Depot) catalogue expanded rapidly
with over 100 titles
Across genres like childrens books, cookery, regional literature etc. Reputed
authors/ imprints like Nita Mehta and Sanjeev Kapoor in cookery, Disney in
childrens books etc., have been associated with the company. Depot has also
tied-up with the UK based publisher of childrens books, Small World, to copublish a series of toddlers interactive books. In FY 2007-08, the total Depot
footprint crossed over 100 stores.
The Health, Beauty & Wellness business opened 35 new outlets in the beauty
products, services and holistic health care formats Multiple formats operate in
this segment, including Tulsi, the pharmacy chain and Star & Sitara, the beauty
products cut-ins and Star & Sitara Salons. The largest format, Beauty Free
offers unique combination of products, services and holistic health
Offerings. To capture the increasing consumption spend on wellness and
preventive health care, the joint venture between Pantaloon Retail (I) Limited
and Talwalkar Better Value Fitness opened its first Talwalkars Fit & Active
health center at Orchid City Centre, Mumbai in April 2007. Spread over 5,200
square feet, it is the countrys first health center to offer health, fitness and
gym .Services within a modern retail and consumption environment.
The venture is also looking at innovative value added offerings in the fitness
space as well as developing a Spa model for the Fit &Active brand across the
country, by increasing its presence to nearly 50 such centers in the near future.

41

FUTURE GROUP

FUTURE BRANDS

42

LINE OF BUSINESS
Line of Business Sub Department under the Brand
BB-Fashion BF-Childrens BIG BAZAAR
BF-Kids Accessories BIG BAZAAR
BF-Ladies BIG BAZAAR
BF-Ladies Accessories BIG BAZAAR
BF-Mens BIG BAZAAR
BF-Mens Accessories BIG BAZAAR
BB-GM-Fashion
Fashion
Accessories BIG BAZAAR
Footwear BIG BAZAAR
GF-Luggage BIG BAZAAR
GF-New Business BIG BAZAAR
GF-Sport Goods BIG BAZAAR
GF-Toys BIG BAZAAR
BB-GM-Home ware GH-Home dcor BIG BAZAAR
GH-Household
Crockery BIG BAZAAR
GH-Household
43

Plastic BIG BAZAAR

GH-Household
Utensil BIG BAZAAR
Beauty & health
SS-Personal
Grooming BIG BAZAAR
One Mobile (communication)
CM-Accessories ONE MOBILE
CM-Carriers ONE MOBILE
CM-Hardware ONE MOBILE
Cure &care
CC-Non
Prescription SIS
CC-Prescription SIS
Depot DP-Book DEPOT
DP-Multimedia DEPOT
DP-Stationery DEPOT
Electronics
EE-Cd&e
Accessories HOME BAZAAR
EE-Computer
&Access HOME BAZAAR
EE-Consumer
Durable HOME BAZAAR
44

EE-Electronics HOME BAZAAR

EE-Personal
Electro HOME BAZAAR
Food Bazaar FB-Chef Zone FOOD BAZAAR
FB-Chill Station FOOD BAZAAR
FB-Fabricleen FOOD BAZAAR
FB-Fruits &
Vegetable SIS
FB-Golden Harvest FOOD BAZAAR
FB-Head to toe FOOD BAZAAR
FB-Hungry kya FOOD BAZAAR
FB-Spic N Span FOOD BAZAAR
Furniture FR-Furniture HOME BAZAAR
Home Fashion Home Fashion HOME BAZAAR
Home Improvement HI-Carpentry HOME BAZAAR

45

Central (Hypermarket)
Logo of central market

Central brand has malls all over India. It is owned by Pantaloon Retail that also
owns the Indian Big Bazaar supermarket chain.Central has outlets in
Ahmedabad, Bangalore, Cochin, Hyderabad, Pune, Mumbai, Navi mumbai,
Vadodara, Gurgaon, Indore, Jaipur, Surat and Visakhapatnam . It has a food
chain with 3 Amigos, Slambay, Baskin Robbins among many others and has
three main restaurants like Bombay Blues and Copper Chimney. Bangalore
Central is a shopping mall, situated in Bangalore, India. Spread over 120,000
sq ft (11,000 m2)., it is situated on Residency road, off M G Road. Another
Bangalore Central mall was started in 9th Block, Jayanagar. Another Bangalore
Central mall(Soul Space Spirit) was started at Bellandur Junction which was
opened on 24th march 2011, Bellandur

Central Mall in Bund Garden, Pune

46

SWOT Analysis
STRENGTHS

Thorough understanding of the needs of Indian consumers.

Vast range of products under one roof.
Benefit of being pioneer in the Indian retail industry.
Superior quality goods are available at reasonable prices.
Fast growing Indian middle class with reasonably good purchasing
power.
It has a good brand name.

WEAKNESSES

High cost of operation due to large fixed costs.

Very thin margin of profit
High attrition rate of employees.
Stiff competition from traditional (unorganized sector)

OPPORTUNITIES
Potential rural markets.
Can enter into production of various products due to its in depth
understanding of customers taste and preferences
Scope of expansion in smaller cities as there is a lot of opportunities.
There remains a large future scope for the retail industry in India, as
incomes rise and consumption increases
The opportunity for widening the business all over India because Big
Bazaar opens new stores in untapped markets, such as smaller or second
tier cities such as Sangre, Belgaum and Mysore.

47

THREATS
Government Policies encouraging the unorganized sector will affect
adversely the big players.
High taxes in India suppress consumption
Smaller specialty shops and informal shops are sometimes able to avoid
taxes, offering lower total prices to customers.

CONSUMER NEEDS & SATISFACTION AT BIG BAZAAR

48

Customer Satisfaction Factors:

Technological and engineering or reengineering aspects of product and
services.
Type and quality of response provided by the supplier.
Supplier's capability to commit on deadlines and how efficiently they are met.
Customers service provided by the supplier.
Complaint management.
Cost, quality, performance and efficiency of the product.

Measurement of Customer Satisfaction:

Customer satisfaction can be measured by using survey techniques and
questioners. Questions typically include an element of emotional satisfaction of
customers coupled with an element of behavioral satisfaction, as or low

49

SCOPE OF THE STUDY:

The success and failure of a company is purely based on customers
satisfaction. Globalization and liberalization has opened up high cIn order
to retain the customers and also to attract the new customer the company
has to concentrate more ion service provided to the customer. It is
through adviser that the customers are being highly influenced. It is an
important aspect in ensuring customer satisfaction and customer
retention. Therefore there arises the need for BIGBAZAAR to find out
the customer satisfaction it is this context that the present study is
undertaken.

OBJECTIVES OF THE STUDY:

To identify the customer's attitude towards Big Bazaar in Pazhavanga
competition
To give necessary suggestion on the basis of findings of the study.
To identify customer satisfaction of Big Bazaar.

50

METHODOLOGY:
For conducting the study, both primary and secondary datas have been used.
The major sources of data were collected from Big Bazaar publications,
websites and interview schedule.
In order to have a better representation, a sample of hundred customers was
selected for the study. Well-structured interview schedule was fixed with all the
participants. Printed questionnaire were used to record the response from
respondents.

LIMITATIONS:
Some of the respondents were not co operative.
Time was the major constrain to collect the data.
The study does not be able to cover the abnormal factors which are likely to
influence the satisfaction of the customer.

51

REVIEW OF LITERATURE:
"A study on customers satisfaction of Mediclaim insurance policy" with an
objective to study the customers awareness about mediclaim policy and she also
find out the fact that the male headed families are mere interested in mediclaim
policies and she suggested that the issue of mediclaim insurance policies
requires number of formalities and insurance companies take a lot of procedures
.The unnecessary formalities and procedures create delay in the issue of policy
and settlement of claim. This will create dissatisfaction among customers so the
mediclaim insurance companies should adopt the customers centric approach
towards the procedure and formalities
K.G Manjula (2004) a study on "customer satisfaction Ration shops" examined
the existing system of public distribution system in Kerala, the consumption
pattern of the people at made appropriate suggestion for improvement. She has
found that quality of products bears considerable significant on customer's
satisfaction. She has suggested that quality product at reasonable price should
be offered to needy persons at the right time and due consideration is to be
given to the voice of customers.
Prasanti.S (2004) a study on "customers satisfaction among credit card holders"
with an objective to measure the satisfaction level of credit card holders
regarding the special features of credit cards and she also find out the fact that
more than half of respondents were satisfied with validity period, security
measures, acceptability of credit card etc and she suggested that only limited
number of credit card holders are there in semi urban areas, hence measure
should be adopted to popularize credit card among people in rural and semi
urban areas.

(Big Bazaar Profit Club Card terms and conditions )

52

What is BBPC Card?

BBPC Card made a smart choice by becoming a proud member of the esteemed
Big Bazaar PROFIT CLUB. Pay just 10000Rs in the beginning and enjoy
shopping worth 12000Rs over a year. Whats more you can keep earning
PAYBACK points and get T-24 free talk each time you shop at Big Bazaar,
apart from enjoying a host of other benefits. So from now on start shopping
smarter.

A few must-know about Big Bazaar Profit Club Membership:

Carrying a Big Bazaar Profit Club Card during each transaction is

mandatory.

Only one Big Bazaar Profit Club Card can be used on a single Invoice.

The Valadity of Big Bazaar Profit Club Card is 18 months from the date
of issue.

The Big Bazaar Profit Club members can deposit an amount 10000Rs on
the card in person across our Big Bazaar, Food Bazaar, FBBFashion@Big Bazaar and Food Right store.

Amount unsued after 18 months of the enrollment date will be returned

after proper customer verification. However the refund will be applicable
only for amount deposited by customer which is balance in the card at the
time of such refund.
53

 On withdrawl from Big Bazaar Profit Club programe the members is

entitled only to refund of balance amount deposited by the member and
available on the card during such cancellation.

Refund will be given at FVRL outlets in which programe is applicable.

An original Photo ID Verification of Customer is mandatory for refund.

Details given during issuance of card will be verified.

Any purchases made through Big Bazaar Profit Club Card can be
returned as per the stores exchange policy only by issuance of a credit
note.

Big Bazaar Profit Club Card may be restricted on certain purchases, the
list of such restrictions will be updated on the website and can be
modified from time to time.

Usage of Big Bazaar Profit Club Card cannot be clubbed with any other
benefits issued by Future Group through other programs.

54

How to Convert a customers for take a membership in Big Bazaar

Profit Club Card?
First when a customer enter in the store then at that time only tell about
policy of BBPC Card and its benefits.

Leave the customer if he not filling the form of BBPC Card, first give
them time for shopping in mall. Because at shopping time only he will
consider about the BBPC policy.

After that you will see the another customers in a mall. Mostly attend the
customers at billing Counter because mostly customers convert at that
time only.

Those Customers that You have giving time for Shopping then attend that
customers at billing counter and clear them all the doubt of Big Bazaar
Profit Club Membership Card.

Tell the Customers if they will invest 10000 Rs in bank that they will not
use the money per month but in Big Bazaar Profit Club Card they will
easily shop 1000 per month in any Big Bazaar in the Country.

By this way only mostly customers will easily convert for making the Big
Bazaar Profit Club Card Membership.

Two Months I have focus for selling the Big Bazaar Profit Club Membership
Card by this way only I have get the practical knowledge of Marketing in field.

55

INTRODUCTION TO MARKETING
THE MARKET
The concept of market is very important in marketing. P.Kotler defines a market
as an area for potential exchanges. Thus a market is a group of buyers and
sellers interested in negotiating the terms of purchase or sale of goods or
services.
MARKETING:
Marketing consists of a set of principles for choosing target markets, identifying
consumer needs developing wants, satisfying products and services and
delivering value to customers and profit to the company.
Thus marketing comprises an integrated system of business activities in order to
plan, price, promote, and distribute goods and services to meet consumer needs
within the limit of society.
Definition of marketing:
Philip Kotler defines marketing as a set of human activities directed at
facilitating and consummating exchanges. The essence of marketing is
exchange of products and the transaction is to satisfy human needs and wants.

Importance of marketing:
Marketing is recognized as the most significant activity in our society. Our life
styles are continuously affected by a wide range of marketing activities.
Marketing alone can put goods and services we want and need at our doorsteps.
Marketing is a vital connecting link between producers and consumers.
Marketing is directly responsible to maintain the equilibrium between mass
production and mass consumption.

56

MARKETING STRATEGY
PROCESS FOLLOWED
Segmentation, targeting and positioning together comprise a three stage
process.
A. Determine which kinds of customers exist,
b. Select which ones we are best off trying to serve,
c. Implement our segmentation by optimizing our products/services for that
segment and communicating that we have made the choice to distinguish
ourselves that way.

1. SEGMENTATION:
Segmentation involves finding out what kinds of consumers with different
needs exist. In the auto market, for example, some consumers demand speed
and performance, while others are much more concerned about roominess and
safety. In general, it holds true that You cant be all things to all people, and
experience has demonstrated that firms that specialize in meeting the needs of
one group of consumers over another tend to be more profitable.
Several different kinds of variables can be used for segmentation: Demographic variables essentially refer to personal statistics such as
income, gender, education, location (rural vs. urban, East vs. West),
ethnicity, and family size. Campbells soup, for instance, has found
that Western U.S. consumers on the average prefer spicier soupsthus,
you get a different product in the same cans at the East and West
coasts.
Another basis for segmentation is behavior. Some consumers are
brand loyali.e. they tend to stick with their preferred brands even
when a competing one is on sale.
One can also segment on benefits sought, essentially bypassing
demographic explanatory variables. Some consumers, for example,
like scented soap
57

(a segment likely to be attracted to brands such as Irish Spring), while

others prefer the clean feeling of unscented soap (the Ivory segment).
Some consumers use toothpaste primarily to promote oral health, while
another segment is more interested in breathe freshening.
2. TARGETING:
In the next step, we decide to target one or more segments. Our choice should
generally depend on several factors:First:
How well are existing segments served by other manufacturers? It will be more
difficult to appeal to a segment that is already well served than to one whose
needs are not currently being served well.
Secondly:
How large is the segment, and how can we expect it to grow?
Thirdly:
Do we have strengths as a company that will help us appeal particularly to one
group of consumers?
1. Big Bazaar targets higher & middle class customers.
2. Big Bazaar specifically targets working women and home makers
who are the primary decisions maker. It is part of Big Bazaars new
Guerrilla Marketing Strategy.

58

MARKETINGMIX
Main Aspects of Marketing Mix:
The easiest way to understand the main aspects of marketing is through its more
famous synonym of "4Ps of Marketing". The classification of four Ps of
marketing includes marketing strategies of product, price, placement and
promotion. The following diagram is helpful in determining the main
ingredients of the four Ps in a marketing mix.

PRODUCT:
In simpler terms, product includes all features and combination of goods and
related services that a company offers to its customers.
Product is the most important aspect of marketing mix for manufacturers
because products are the market expression of the company's productive
capabilities and determine its ability to link with consumers. So product policy
and strategy are of prime importance to an enterprise, and product decisions
dictate the scope and
Direction of company activity. Moreover, the market indicators such as profits,
sales, image, market share, reputation and stature are also dependent on them.
59

PRICING:
Pricing is basically setting a specific price for a product or service offered. In a
simplistic to the concept of price as the amount of money that customers have to
pay to obtain the product. Setting a price is not something simple. Normally it
has been taken as a general law that a low price will attract more customers. It is
not a valid argument as customers do not respond to price alone; they respond to
value so a lower price does not necessarily mean expanded sales if the product
is not fulfilling the expectation of the customers
Generally pricing strategy under marketing mix analysis is divided into two
parts: price determination and price administration.
Price determination is referred to as the processes and activities employed to
arrive at a price for a product including consideration of relative prices of
products within the same line, and differences in price for similar products of
differing grades and qualities.
Price administration is referred to as the activities involved in fitting basic
prices to particular sales situations such as geographic locale, functions
performed by customers, position of distribution channel members or special
sales situations.

60

PLACEMENT:
Placement under marketing mix involves all company activities that make the
product available to the targeted customer while planning placement strategy
under marketing mix analysis, companies consider six different channel
decisions

including choosing between direct access to customers or involving middlemen,

choosing single or multiple channels of distributions, the length of the
distribution channel, the types of intermediaries, the numbers of distributors,
and which intermediary to use based on the quality and reputation .
PROMOTION:
Promotional strategies include all means through which a company
communicates the benefits and values of its products and persuades targeted
customers to buy them. The best way to understand promotion is through the
concept of the marketing communication process. Promotion is the company
strategy to cater for the marketing communication process that requires
interaction between two or more people or groups, encompassing senders,
messages, media and receivers.

61

Limitation of Marketing Mix Analysis (4Ps of Marketing)

Despite the fact that marketing mix analysis is used as a synonym for the 4Ps of
Marketing, it is criticized on the point that it caters seller's view of market
analysis not customers view. To tackle this criticism, attempted to match 4 Ps of
marketing with 4 Cs of marketing to address consumer views:
Product
Price
Placement
Promotion

:
:
:
:

Customer Solution
Customer Cost
Convenience
Communication

RETAILING:
Retailing includes all the activities involved in selling goods or services to the
final consumers for personal, non-business use.
-Philip Kotler
RETAIL STORE:
This is a place where all the things are available under a one roof in an
organized manner according to consumer needs.
1 Merchandise assortment
The company was looking for a solution that would bring all of its businesses
and processes together. After a comprehensive evaluation of different options
and software companies, the management at Pantaloon decided to go in for
SAP.
Some of the qualities of SAP retail solutions are that it supports product
development, which includes ideation, trend analysis, and collaboration with
partners in the supply chain; sourcing and procurement, which involves working
with manufacturers to fulfill orders according to strategic merchandising plans
and optimize cost, quality, and speedvariables that must be weighted
differently as business needs, buying plans, and market demand patterns
change; managing the supply chain, which involves handling the logistics of
moving finished goods from the source into stores and overseeing global trade
and procurement requirements; selling goods across a variety of channels to
customers, which requires marketing and brand management; managing mark62

downs and capturing customer reactions, analyzing data, and using it to

optimize the next phase of the design process.
2. Visual merchandising
Visual merchandising supports:

sales
retail strategies
communicates with customers
communicates image
supports retailing trends.

Visual merchandising includes:A. Interior merchandising

It includes danglers, signage, standees, distribution of pamphlets, which gives
details about the offers.
Display, point of purchase, fixture, equipment and furnishing of store layout
Products packaging and label
B. Exterior merchandising
Advertisement on popular entertainment channels like Star Plus, Sony, Set Max,
and Star One.
Road shows carried out by the Big Bazaar staff with announcements about the
offer to make people aware.
Newspaper ads in almost all the local dailies like The Times of India, on
different days during the period of the offer.

63

RETAIL PROMOTION MIX

ADVERTISING:
Advertising is recognized as an indispensable tool of promotion. It has acquired
a lot of significance in the national and international markets. With the advent
of globalization and liberalization its imperativeness in the Indian retail sector
has increased as a result of competition, latest technologies, and the rapidly
changing

consumers

lifestyle.

A. Objectives of Advertising:
Fundamental objective: To sell something a product, service or an idea.
Major Objectives:
1. To promote a new product.
2. To warn the public against imitation of the retailers product.
3. To manage competition in the market.

B. Benefits of Advertisements:
1. Advertisement helps in creating awareness among the customer about the
existence, price, and availability of product.
2. Increases the utility of existing products.
3. It educates customer about new product and their diverse uses.

64

C. Types of advertising:
Informative Advertising:
Purchases of durable products are generally erratic and often too expensive to
buy, so the retailer spends a huge amount on informative advertising.
Classified Advertising:
It refers to messages, which are placed under specific headings and columns in
various magazines and newspapers.

2. PROMOTION:
Promotion can be loosely classified as "above the line" and "below the line" promotion.

The promotional activities carried out through mass media like television, radio,
newspaper etc. is above the line promotion.
The terms below-the-line-promotion refers to forms of non-media
communication, even non-media advertising.
Some of the examples of BTL promotions are by exhibitions, sponsorship
activities, public relations and sales promotions like giving free gifts with
goods, trade discounts given to dealers and customers, reduced price offers on
products, giving coupons which can be redeemed later etc.
DISCOUNT DAYS:To increase the sale retail stores has started various
discount offer days. As big bazaar is concern it has big days, PAHLI TARIKH,
Wednesday Bazaar, monthly saving bazaar, power of ten.

65

3. PERSONAL SELLING:
Persuasive communication between a representative of the company or
promoter and one or more prospective customers, designed to influence the
person's or group's purchase decision.
4. PUBLICITY OF PRODUCT:
Publicity non-personal communication in news story form about an
organization, its products or both, that is transmitted through a mass medium at
no charge.
5. PUBLIC RELATION:
Public relation is the planned and sustained effort to establish and maintain
goodwill and mutual understanding between an organization and its target
customers
INTRODUCTION TO THE OWN BRANDS
There are various kind of product which are available in the Big Bazaar store
around the country the product range are very good which has been appreciated
by the customer of various class creed and culture, apart from the product which
is available in the store big bazaar processes a very wide range of product of
variety of range for the customers, basically this product are the own product of
the big bazar.
These product does not differentiate from the best players of that category in the
market the prices of this product are relatively low as compare to the other
competitors in the market also the quality is up to the mark to challenge the best
players in the market this product are ,
TASTY TREAT
CLEAN MATE
CARE MATE
SACH
JOHN MILLER
66

DISNEY
PREMIUM HARVEST
EKTAA
This is the basic own product which a normal big bazar store possesses.
Apart from having a wide range of product with a relatively low price with a
improve quality to match the standard of the competitors in the market still the
sales of own brand contribution in the overall sales figure is just 5 to 6 %.
While you take the example of Wal-Mart which is not yet present in the Indian
market have a very high contribution of their own product in there sales figure it
is almost 7080 %.
PROBLEM FACING FOR THE OWN BRAND PROMOTION

CUSTOMER AWARNESS
LACK OF PROMOTIONAL ACTIVITY
LACK OF KNOWLEDGE OF THE PROMOTERS AND THE STAFFS
ATTRACTIVE PACKAGING
IN EFFECTIVE USE OF THE CSD ANNOUNCEMENT
CUSTOMER KNOWLEDGE REGURDING THE PRODUCT
POOR IN STORE DISPLAY
LACK OF INTERACTION REGARDING THE COMPLAIN OF THE
CUSTOMER
FEED BACK OF THE CUSTOMER REGARDING THE PRODUCT
QUALITY
THE LIKE AN DISLIKE REGARDING THE PRODUCT

67

RESEARCH METHODOLOGY
Technology and customers tastes and preferences play a vital role in todays
generation. Research Methodology is a set of various methods to be followed to
find out various information regarding market strata of different products.
Research Methodology is required for every industrial service industries for
getting acquire knowledge of their products.
PERIOD OF STUDY:
This study has been carried out for a maximum 30 days.
AREA OF STUDY:
The study is exclusively done in the area of marketing. It is a process requiring
care, sophistication, experience, business judgment and imagination for which
there can be no mechanical substitutes.
This study was done in big bazaar which is situated In PVS MALL MEERUT .
DATA:
The term data refers to groups of information that represent the qualitative or
quantitative attributes of a variable or set of variables. Data are typically the
results of measurements and can be the basis of graphs, images, or observations
of a set of variables. Data are often viewed as the lowest level of abstraction
from which information and knowledge are derived. Raw data refers to a
collection of numbers,
Characters, images or other outputs from devices that collect information to
convert physical quantities into symbols that are unprocessed.

68

DATA COLLECTION:
PRIMARY DATA:
Data is collected from various customers through personal interaction. Data is
collected by survey, formal discussion and observation with different
respondents.
SURVEY METHOD:
Data are usually collected through the use of questionnaires. The data is
collected by mean of simple survey done in the retail store of the customers.
OBSERVATION OF CONSUMER: Observation of customers is often a
powerful tool. Looking at how consumers select products may yield insights
into how they make decisions and what they look for. Observing consumers,
tells about:What is he looking in the product?
Is the brand loyal?
Is the brand more or less price sensitive?
Is the brand more interested in packaging, manufacturing, etc.
Observation may help us determine how much time consumers spend
comparing prices, or whether nutritional labels are being consumer

SECONDARY DATA:
Secondary data was collected through internet sources, research papers, and
published reports by various institutions.
RESEARCH DESIGN
The research work is exploratory in nature, and is meant to provide the basic
information required by research objectives. It is a preliminary study based on
primary data and the findings can be consolidated after a detailed conclusive
study has been carried out.
69

LIMITATION
Preparation of a project report and concluding a research is a whole process
which is carried out in a number of steps. Therefore throughout the whole
process of research there are a number of difficulties encountered by researcher,
at every step. In the present study we may assume following limitation.
Data dont represent entire population behavior.
It is very difficult to measure perception by means of mathematical
calculation.
This research was done in Bangalore city only hence this Conclusion is
valid only for Bangalore.
It was assumed that respondent have the knowledge about big bazaar but
if he do not have proper knowledge then result may come wrong.
The respondent view point on the study/questionnaire purely judgment
and may be induced by other reasons also.

70

ANALYSIS
1. WHICH NATIVE STATE DO YOU BELONG?
NUMBE

REGION

NO. OF

PERCENTAGE

RESPOND

ANAND PURI

45

45%

LAXMI
NAGAR

12

12%

DELHI ROAD

20

20%

PALLAV
PUAM

15

15%

PRIT VIHAR

8%

50
45
40
35
30
25
20

Column1

15

NO. OF RESPOND

10
5
0

71

2. HOW MANY TIMES YOU WISIT BIG BAZAAR?

NO

CATOGERY

NO OF
RESPONSE

Once in a week

10

10

Twice in a week

15

15

1 in 15 days

30

30

1 in a mount

43

43

Every day

45
40
35
30
25
20
Series 3

15
10
5
0

72

3. ARE YOU AWARE OF THE FOLLOWING BRANDS?

1. TASTY TREAT
2. CLEAN MATE
3. CARE MATE
4. SACH
5. JOHN MILLER
6. DISNEY
7. PREMIUM HARVEST
8. EKTAA
9. PUNYAA
10. FRESH AND PURE
11. DJ & C
12. BUFFALO
13. SPUNK
14. KNIGHTHOOD
15. UMM

73

AWARENESS OF THE PRODUCT

DONT KNOW
TAS TY TREATE
CLEAN MATE
S ACH
JOHN MILLER
DIS NEY
PREMIUM HARVES T
EKTAA
PUNYA
FRES H AND PURE

4. WHAT ATTRACT YOU TO BUY THE PRODUCT?

1. QUALITY

2. PRICE

3. PACKAGING

4. IN STORE DISPLAY

NO
1
2
3
4

CATEGORY

NO OF

QUALITY
PRISE
PACKAGING
IN STORE

RESPONSE
10
70
15
5

10
70
15
5

DISPLAY

74

90

80

70

60

50
Series 3
Series 2
Series 1

40

30

20

10

0
QUALITY

PRISE

PACKAGING IN STORE DISPLAY

75

5. WHICH ONE OF THESE YOU WILL LIKE TO PUSCHASE AGAIN?

1. TASTY TREAT

2. CLEAN MATE
3. CARE MATE
4. SACH
5. JOHN MILLER
6. DISNEY
7. PREMIUM HARVEST
8. EKTAA
9. PUNYAA
10. FRESH AND PURE

NO

PRODUCT

NO OF

RESPONSE
2

JOHN

20

20

MILLER
TASTY

45

15

TREAT
CLEAN

15

14

MATE
CARE

MATE
PREMIUM

HARVEST
EKTAA

10

76

SACH

DISNEY

10

FRESH

AND PURE

77

CUSTOMER PREFERENCE

JOHN MILLER
TASTY TREATE
CLEAN MATE
CARE MATE
PREMIUM HARVEST
EKTAA
SACH
DISNEY
FRESH AND PURE

8.
WHICH ONE OF THESE YOU WILL LIKE TO SEE FURTHER
IMPROVEMENT?
1. QUALITY

2. PRICE
3. PACKAGING
4. IN STORE DISPLAY
N CATEGORY

NO OF RESPONSE

70
10
15
5

70
10
15
5

O
1
2
3
4

QUALITY
PRISE
PACKAGING
IN STORE

78

DISPLAY

80
70
60
50
40
30
20
10
0

Series 3
Series 2
Series 1

CONCLUSION
Conclusions followed by recommendations form the basis of the report more
solid. The conclusion proves the analysis that is carried out in the report and on
the basis of these conclusions, recommendations are given.
During the course of the study it was found that big bazaar is lacking popularity
due to the less concentration on the management of customer data base.
In the survey and analysis it was found that the Buying Behavior of the
customers depends on variety of factors like Need, Cost, Quality, Durability,
Product range and some other factors.

Advertisements
The organization should also concentrate upon the Advertisement
strategies and should come up with the innovative ads.
Name recall amongst the Consumer Categories is low because of less
frequency of the TV advertisements.
79

 The organization should have customer data base so that information

about offers can be conveyed to the customer and customer segregation
can also be done.
The Retailing industry is booming. In order to tap the potential market,
the Company can advertise in a magazine named like Daily news
record. This will help in showcasing the products of the magazine. This
can add an extra spice to sales
In store display and the use of the colours full display of the product
should be increase
Big bazar have a very good plus point regarding the place that the store
contains compare to the other stores in the city the effective use of the
store should be done effectively ,by using some portion of the place for
fun activity and regarding the fun and game it will also help to promote
the own brand .
Example the game should me in the name of tasty treat or clean mate or
care mate it helps the customer to know the product.

PLACE
The place of the big bazar consists of 50,000 square feet will is quite
good compare the other stores of big bazaar in the town the place
management of the store and there display has to be done systematically
that is the entrance the crowded place should be effectively manage .
The display of the own brand must be in proper place to be get notice by
the customers .In place of the entrance in crowded place to get the proper
view by the customers
The back side of the bill should be used for the purpose of the promotion
of the own brand promotion
The plastic carry bag of the big bazar should also be used for the
promotional activity of the home product
Effective use of the csd for announcement of the name of the product to
get notice by the customers
Separate card in the name of (MAGIC CARD) for the purchase of own
brand product only

80

PRODUCT
Though the products of the big bazaar is relatively good compare to the
leading product players in the market people are not will to take it
because of their poor packaging and poor display in the store and also the
awareness by the customer

81

PRICE
Company should focus on their Price. It should know the competitors
price and according to that there should be a proper action to decide the
price and discount offers.
Though the prize of the product is relatively less compare to the other
brand but people are not willing to buy because of the lack of knowledge
by the customer.
CUSTOMER SERVICES
On the weekends mostly, there is long queue for the billing which takes a
huge time so there should be an increment in the number of cash
counters.
From the analysis it is clear that more than 50% customers live within
5km area, so if it possible big bazaar should increase its home delivery
distance.
On the business days again it is seen that there is a queue in front of lift
so there is a need to solve the problem by using escalator or big size lifts
because due to this customer do not want to go on the above floor and
these floor are having high value product.

82

QUESTIONNAIRE

1. WHICH NATIVE (STATE) DO YOU BELONG?

A. KARNATAKA
D. KERALA

B. TAMIL NADU

C. U.P.

E. NORTH INDIA

2. HOW MANY TIMES YOU VISIT IN BIG BAZAR?

ONCE IN A WEEK
1 IN A MOUNTH

TWICE IN A WEEK
EVERY DAY

3. ARE YOU AWARE OF THE FOLLOWING BRANDS?

a.
b.
c.
d.
e.
f.
g.
h.
i.
j.

TASTY TREAT
CLEAN MATE
CARE MATE
SACH
JOHN MILLER
DISNEY
PREMIUM HARVEST
EKTAA
PUNYA
FRESH AND PURE

4. HAVE YOU BROUGHT ANY OF THE PRODUCTS BEFORE?

1. TASTY TREAT
2. CLEAN MATE
3. CARE MATE
4. SACH
5. JOHN MILLER
6. DISNEY
7. PREMIUM HARVEST
8. EKTAA
9. PUNYA
10. FRESH AND PURE

83

1 IN 15 DAY

5. WHICH ONE OF THOSE YOU LIKE?

1. TASTY TREAT
2. CLEAN MATE
3. CARE MATE
4. SACH
5. JOHN MILLER
6. DISNEY
7. PREMIUM HARVEST
8. EKTAA
9. PUNYA
10. FRESH AND PURE
6. WHAT ATTRACT YOU TO BUY THE PRODUCT?
QUALITY

PRISE

PACKAGING

IN STORE DISPLAY

7. WHICH ONE OF THOSE YOU WOULD LIKE TO PURCHASE AGAIN?

1. TASTY TREAT
2. CLEAN MATE
3. CARE MATE
4. SACH
5. JOHN MILLER
6. DISNEY
7. PREMIUM HARVEST
8. EKTAA
9. PUNYA
10. FRESH AND PURE
8. WHICH ONE OF THESE YOU WILL LIKE TO SEE FURTHER IMPROVEMENT?
QUALITY

PRISE

PACKAGING

IN STORE DISPLAY

9.Whether this is 1st visit to Big Bazaar or Otherwise.

1st visit ______

2nd Visit______

3rd visit______

4th visit________ & beyond______

10.What is the reason for shopping at Big Bazaar ERA Mall?

84

________________________________________
11.How did you hear about the Big Bazaar?
Newspaper Advertisment
1
Newspaper Leaflets 2
Hoardings
3
Through Family & Friends4
SMS
5

Passing by

Banners
Radio
Others (Pls specify)

7
8
9

12.Which News paper you often read?

(1) Hindustan times (2) TOI
(3)Danik Jagran
Punjab Kessari (6) Navbharat times
(7) Others

(4) Amar ujjala

(5)

13.What products you feel should be available at Big Bazaar outlets under Best
Deals. Pls Tick your choices.
ELECTRONICS
LED____MOBILE____A/C_____REFRIGERATOR____MICROWAVE____C
AMERA IT____ MIXERGRINDER____
FASHION
JEANS___T-SHIRTS___SHIRTS___ETHNIC
WEAR___KIDSWEAR___LADIES SANDALS___SPORTS SHOES___
FOOD
DAAL/AATA/SUGAR___RICE/OIL/GHEE___BISCUITS &
NAMKEENS___JUICE & SOFT
DRINKS___FRUITS/VEGETABLES___SHAMPOOS/SOAPS___DETERGE
NTS___
HOME FASHION
BEDSHEETS___PILLOWS____TOWELS____CARPETS___CURTAINS___

85

HOME NEEDS
GAS STOVE___INDUCTION COOKTOP___TAVA & FRYING
PAN___DINNER
SET/GLASSWARE___COOKER___UTENSILS___PLASTIC CONTAINERS

LUGGAGE
TROLLEY BAGS___DUFFLE BAGS___LAPTOP BAGS___BACK
PACK___

FURNITURE
SOFA___BED___WARDROBE___DINING TABLE

14. Will coupons/pamphlets in printed media (newspaper) giving additional

discounts on their products at store excite/ affect your shopping decision?

(1) Yes____ (2) No_____

15.How would you rate the following in our Store Ambience?

(GOOD/OK/BAD)
Music_____ _____ _____
Temperature_____ _______ _______
Lighting_____ ______ ______
Cleanliness_____ ______ _____

14. Would you visit our store again?

Sure_____ Maybe______ Never______
86

15.Have you utilized any of our other services as listed below?

Please share your experiences/suggestions.

1.Home Delivery___2. Exchange___ 3.Gift Wrapping___ 4.Baggage

5.Counter___6.Parking___7.Alteration____8.Helpline____9.Other-Please
specify_____

87

BIBLIOGRAPHY
BOOKS
KOTLER PHILLIP,KELLER KELVIN

INTERNET
WWW.WEKIPEDIA.COM
WWW.YAHOOBUISNESS.COM
WWW.REDIFFBUISNESS.COM
http://www.business-standard.com/india/news/future-retail-to-open-60-storesin-next-18-months/104621/on
http://economictimes.indiatimes.com/news/news-byindustry/services/retailing/Future-Retail-to-open-60-stores-in-next-18months/articleshow/6287575.cms
http://www.big-bazaar.co.in/

88

THANK YOU
89