CONTENTS

CHAPTER – I

INTRODUCTION 1

INTRODUCTION 2

INDUSTRIAL MARKETING 2

OTHER CHARACTERISTICS 3

IMPORTANCE OF SALES PROMOTION 5

Objectives of the Study 6

Classification of Sales Promotion 6

METHODOLOGY 7

LIMITATIONS 8

CHAPTER – II

THEORETICAL FRAME WORK 9

THEORETICAL FRAME WORK 10

NATURE OF PROMOTION 10

PROMOTIONAL METHODS 10

SALES PROMOTION 12

MAJOR DECISIONS IN SALES – PROMOTIONS 12

MAJOR TRADE – PROMOTION TOOLS 15

CHAPTER – III

COMPANY PROFILE 16

COMPANY PROFILE 17

STRATEGY 17

i
 OPERATIONS 18

VALUES & CULTURES 18

TIMELINE 19

DEPARTMENTS 20

CHAPTER – IV

DATA ANALYSIS & INTERPRETATION 22

CATEGORY OF DEALERSHIP 23

WHICH ARE THE VARIOUS BRANDS YOU ARE DEALING WITH 24

WHICH BRAND IS FAST MOVING 25

WHAT ARE THE SALES PROMOTION STRATEGIES ADOPTED 26

WHICH BRAND OPERATES HIGH PROMOTED ACTIVITIES 27

WHICH SALES PROMOTION ARE ADVANTAGES TO YOU 28

WHAT IS YOUR OPINION REGARDING ACTIVITIES OF SAMSUNG 29

QUALITY 30

PROMOTIONAL SUPPORT 31

WHAT CAN YOU DO TO ENHANCE THE RELATIONSHIP WITH THE

CUSTOMERS? 32

HOW IS THE CUSTOMERS‟ ACCEPTANCE TOWARDS SAMSUNG PRODUCTS? 33

CHAPTER – V

FINDINGS & SUGGESTIONS 34

FINDINGS 35

SUGGESTIONS 35

RECOMMENDATIONS 36

CHAPTER – VI

CONCLUSION 37
ii
 CONCLUSION 38

ANNUXURE

QUESTIONNAIRE & BIBLOGRAPHY 39

QUESTIONNAIRE 40

BIBLOGRAPHY 42

iii
List of Tables
Table 1 Category of Dealership 23

Table 2 Various Brands 24

Table 3 Fast Moving Brand 25

Table 4 Sales Promotion Strategies 26

Table 5 Brand with High Promoted Activities 27

Table 6 Advantageous Sales Promotions 28

Table 7 Opinion Regarding Activities of Samsung 29

Table 8 Quality of Goods 30

Table 9 Promotional Support 31

Table 10 Relationship with Customers 32

Table 11 Acceptance toward Samsung Products 33

List of Figures
Figure 1 Category of Dealership 23

Figure 2 Various Brands 24

Figure 3 Fast Moving Brands 25

Figure 4 Sales Promotion Strategies 26

Figure 5 Brand with High Promoted Activities 27

Figure 6 Advantageous Sales Promotions 28

Figure 7 Opinion Regarding Activities of Samsung 29

Figure 8 Quality of Goods 30

Figure 9 Promotional Support 31

Figure 10 Relationship with Customers 32

Figure 11 Acceptance toward Samsung Products 33

iv
 CHAPTER – I

INTRODUCTION

1
 INTRODUCTION
The Marketing System that delivers out high standard of living consists of many large and small
companies all seeking success. Many factors contribute in making a company successful-great
strategy, dedicated employees, good information system, excellent implementation. However,
today‟s successful companies at all levels have one thing in common, they are strongly customer
focused and heavily committed to marketing.

Many people think that only large companies operating in highly developed economies
use marketing, but marketing actually occurs both inside and outside the business sector, in all
kinds of countries. Marketing must be understood not in the old sense of making a sale “selling”
but in the sense of satisfying a customer need. Many people mistakenly think of marketing only
as selling and promoting. But, they are one of several marketing functions and often not the most
important one. If a marketer does a good job of identifying consumer needs, develops good
products, and prices, distributes and promotes effectively, these goods will sell very easily.

Marketing can be defined as a social and managerial process by which individuals and
groups obtain what they need and want through creating and exchanging products and value with
others. People want to choose products that provide the most satisfaction for their money. When
backed by power, wants become demands. A product is anything that can be offered to a market
to satisfy a need of want. The concept of product is not limited to a physical objects anything
that can be capable of satisfying a need can be called a product.

The consumer assessment of the product‟s overall capacity is to satisfy his or her needs.
Most people think of marketing management as finding enough for the company‟s current output,
but this is too limited view. The organization has a desired level of demand for its products
marketing management must find ways to deal with different demands like no demand and
adequate demand, irregular demand, of too much demand. It not only deals with finding and
increasing demand but also with changing and even reducing it. Thus marketing management
seeks to affect the level, timing and nature of demand in a way that help the organization achieve
its objectives.

INDUSTRIAL MARKETING
Marketing of those goods, which are brought by producers, involve direct or indirect marketing
to sell the finished goods. In some way, industrial markets are similar to consumer markets. Both
involve people who assume buying role and make purchase decisions to satisfy needs. But they
differ in their characteristics such as market structure and demand, the nature and buying unit and
the types of decisions and decision process involved.

2
Market structure and demand

Industrial marketers normal lie deals with far fewer but with far large buyers that the consumer
marketer does. Industrial markets are also more geographically concentrated. Their demand is
derived demand – It ultimately derives from the demand for consumer goods.

The demand for the many business goods and services tends to change more and more
quickly that the demand for consumer goods and services does. A small percentage increase in
consumer demand can causes large increase in industrial demand.

Nature of buying unit

Business purchase usually involves more buyers and a more professional purchasing effort.
Often, business buying done by trained purchase agents. Buying committees made up of
technical experts, a top management, are common in the buying of major goods. Therefore,
industrial marketers must have well trained sales people to deal with well-trained buyers.

Types of decision and decisions process

Buying decisions by industrial buyers are more complex as purchase involves large sums of
money, complex technical and economical consideration and interactions among many people at
many levels of buyer‟s organization.

The buying process is formalizes among industrial buyers. Large purchases usually call
for detailed product specifications carefully supplied by searches and formal approval. The
buying might even prepare policy manuals for the purchase process. In this buying process, buyer
and seller are much more dependent on each other. Industrial marketers keep customers sales by
meeting current needs and thinking ahead to meet customer future needs.

OTHER CHARACTERISTICS
Direct Purchasing

Industrial buyers often buy directly from supplies or producers than through middlemen,
especially for items that are technically complex or expensive.

Leasing

Industrial buyers increasingly use leasing equipment instead of buying it outright. The lesser can
gain a number of advantages, such as having more available capital, getting the sellers latest
products, receiving better services and gaining tax advantages.

3
Marketing Segmentations

Market can be segmented to serve the needs of the particular identified segment. Industrial
markets can be segmented “geographically or by user status, usage rate, loyalty status, readiness
state and attitudes”.

Yet they can segment basing on

1. Demographics (industry, company size)

2. Operating variables (technology, use/nonuser status, customer capabilities)

3. Purchasing approaches (general purchase policies, nature of existing relationships, power

structure)

4. Situation factors (urgency, specific applications, size of order)

5. Attitude towards risk loyalty.

The success of a business organization is always influenced by the effective engagement

of its basic areas of operation. These areas include identification of the product source, estimation
of its demand, continuity of its procurement at a very effective cost, stocking at an optimum
inventory level, publicity and market information and the ultimate marketing of the product.

Marketing management is a continuous effort to achieve desired exchange outcome with

target market.

Marketing

Marketing is a societal process by which individuals and groups obtain what they need and want
through crating, offering and freely exchanging products and services of value with others.

The production concept is one of the oldest concepts in business. The production concept
holds that consumers will prefer products that are widely available and inexpensive. Mangers of
production-oriented business concentrate on achieving high production efficiency, low costs, and
mass distribution.

Other businesses are guided by the product concept, which holds that consumers will
favor those products that offer the most quality, performance, or innovative features. Mangers in
these organizations focus on making superior products and imp-roving them over time. They
assume that buyers admire well-made products and can evaluate quality and performance.

The selling concept is another common business orientation. The selling concept holds
that consumers and businesses if left along, will ordinarily not buy enough of the organization‟s
products. The organization must, therefore, undertake an aggressive selling and promotion effort.
4
This concept assumes that consumer typically show busting inertia or resistance and must be
coaxed into buying.

The marketing concept holds the key to achieving its organizational goals consist of the
company being more effective than competitors in crating, delivering, and communicating
superior customers value to its chosen target markets.

The societal marketing concept says that the organization should estimate and get to know
the needs, wants and interests of target market customers and to deliver the products with more
effective services than the competitors in such a way, that preserves the customers and society
well being.

IMPORTANCE OF SALES PROMOTION

Even since the liberalization process was initiated in 1991. The excise duties were coming down
for the industry from as high as 55% in 1993-94 but it was cut down to 25% in 1996-97.

The cut has designed effect of narrowing down the prices differentials between the
ceramics tiles and mosaic tiles leading to a boom in the industry. This encouraged many players
due to increasing number of players.

The promotion activities should be dynamic and changing to the changing of market
conditions also with changing environmental factors (Technical, Social, Economic, Legal,
Political) effecting the market.

Sales promotion yielding faster and measurable responses in the sales then advertising
does. A decade ago the advertising to sales promotion was about 60:40, today in many consumer
package goods companies. The picture reversed with sales promotion accounts for 65 to 75
percent to combined project.

Promotion is now more accepted by top management as an effective sales tool. Product
managers are under great pressure to increase their current sales. Sales promotional activities are
effective tools for increase in sales and as well as profits through increase in sales.

5
 Objectives of the Study

The objective of my study is to have a detailed knowledge on the following:

 The study the firms sales promotional activities

 To know the opinions and suggestions of dealers and sub-dealer towards the sales
promotional activities of Big bazaar.

 To know the competition existing in the market.

 To give suitable suggestions to improve sales promotional activities

 Building Product Awareness

 Creating Interest
 Providing Information
 Stimulating Demand
 Reinforcing the Brand

Classification of Sales Promotion

Sales promotion can be classified based on the primary target audience to whom the promotion is
directed. These include:

 Consumer Market Directed - Possibly the most well-known methods of sales promotion
are those intended to appeal to the final consumer. Consumers are exposed to sales
promotions nearly everyday, and as discussed later, many buyers are conditioned to look
for sales promotions prior to making purchase decisions.
 Trade Market Directed – Marketers use sales promotions to target all customers including
partners within their channel of distribution. Trade promotions are initially used to entire

6
 channel members to carry a marketer‟s products and, once products are stocked,
marketers utilize promotions to strengthen the channel relationship.
 Business-to-Business (B2B) Market Directed – A small, but important, sub-set of sales
promotions are targeted to the business-to-business market. While these promotions may
not carry the glamour associated with consumer or trade promotions, B-to-B promotions
are used in many industries.

METHODOLOGY

Methodology refers to the way adopted for collected facts information and premises formulae
presented for the process of drawing inferences. Methodology is science of system and a method
of conducting research work. The Methodology of preparing this project report come under two
heads i.e.

1. Primary data

2. Secondary data

Primary Data

Primary data are those which are gathered specifically for the project at hand. These include
information gathered from.

 Questionnaire

 Observation

 Interaction with company executives.

Secondary Data

Secondary data are generally published sources which have been collected originally for some
other purpose that is data collected from.

7
 Company report

 Daily papers, Magazines and journals

 Marketing text books.

LIMITATIONS
The following are some of the major limitations of the study.

 This study consists of promotional activities to dealers but not to customers.

 The project has been done with in a limited period of 45 days. This duration of time is
very less to cover all information from all dealers

 The comparatives analysis is completely self-designed, company has provided

information to a limited extent.

 Due to non availability of personal of top and middle cadre personnel‟s personal
interviews to the required extent the information gathered is not complete and accurate.

 The study was confined mainly to sales promotion activities on Big Bazaar pvt limited.

8
 CHAPTER – II

THEORETICAL FRAME WORK

9
 THEORETICAL FRAME WORK
Marketing is typically seen as the task of creating promoting and delivering goods and services
to consumers and business marketing is societal processes by which individuals and groups
obtain what they need and want through creating offering and freely exchanging products and
services of value with others.

Definition

Marketing is the process of planning and executing the conception pricing, promotion and
distribution of ideas goods services to create exchanges that satisfy individual and organization
goals”.

NATURE OF PROMOTION
The marketing mix activities of product planning, pricing and the distribution are
performed mainly within a business or between a business and the members of its distribution
channel however though its promotional activities a firm communicates directly with potential
customers and as we will see it is not a simple process. Basically promotion is an attempt to
influence more specifically promotion is the element in an organization‟s marketing mix that
serves to inform, persuade and remind.

The American market place operates under conditions of imperfect competition,

characterized by product differentiation, emotional buying behaviour and incomplete market
information. Accompany the decision maker‟s buying decision process to assistant in
differentiating its Product and to persuade potential buyers. The purpose of promotion is it
change the location and shape of the demand curve of a company‟s product. Through promotion
a company strives to increase its products sales volume at any given price or shift its demand
curve to the right. Simply stated promotion is intended to make a product more attractive to
prospective buyers. Management wants production to increases the attractiveness of a product so
the quantity demanded win decline very little if price goes up (inelastic demand) and sales will
increase considerably if price goes down elastic demand).

PROMOTIONAL METHODS
These are five forms of promotion

 personal selling

10
  advertising

 sales promotion

 public relations and publicity

And each has distinct features that determine in what situations it will be most effective.

Personal Selling

Is the direct presentation of a product to a prospective customer by a representative of the

organization selling it personal selling takes place face to face or over the phone and it may be
directed to a middle man or a final consumer.

Advertising

Is impersonal mass communication that the sponsor has paid for and in which the sponsor is
clearly identified. The most familiar forms of ads are found in the broad cast (T.V. and Radio)
and print news paper and magazines media however there are many other advertising alternatives
from direct mail to bill boards and the telephone directory yellow pages.

Sales Promotion

It demands stimulating activity designed to supplement advertising and facilitate personal selling.
It is paid by the sponsor and frequently involves a temporary incentive to encourage a purchase.
Many sales promotions are directed at consumers. The majority however are designed to
encourage the company sales force or other members of its distribution channel to sell its
products more aggressively this. Latter category is called trade promotion included in sales
promotion are a wide spectrum of activities such as contests trade shows in store displays rebates
samples premiums discounts and coupons.

Public Relations

Public relation compasses a variety of communication efforts to contribute to generally

favourable attitudes and opinions towards an organization and it products. Unlike most
advertising and personal selling it does not include a specific sales message. The target may be
customer‟s stock holders a government agency or a special interest group public relations can
take many forms including news letter annual reports lobbying and sponsorship of charitable or
civic events.

Publicity

Is a special form of public relations that involves new stores about on organization or its products
like advertisings. It involves an impersonal message that reaches a mass audience through the
11
media but several things distinguish publicity from advertising. It is paid for, the organization
that is the subject of the publicity has no control over it, and it appears as news and therefore has
greater credibility than advertising organization seek good publicity and frequently provide the
material for it in the form of news releases press conferences and photographs.

SALES PROMOTION
Sales promotion consists of a diverse collection of intensive tools, designed to stimulate quicker
and greater purchase of product/services by consumers or the trade where as advertising offers a
reason to buy. Sales promotion include tools for consumer promotions Ex: Samples, coupons,
cash refund offers, prices off, premium, prizes, free trails, warranties, demonstrations, contests,
trade promotion and sales force promotion (Ex: Bonus, contests, sales rallies).

Sales promotions tools vary in their specific objectives sellers use incentive type
promotions to attract new tries, to reward loyal customers and to increase the repurchase rate of
occasional users.

Sales promotions tools are used by most organizations, including manufactures,

distributors, retailer, trade associates and non profit organizations. A decade ago advertising to
sales promotion ratio was about 60:40, but today sales promotion accounts forget sales promotion
expenditures that has been increasing as a percentage of budget expenditure. Promotion is now
more accepted by top management as on effective sales tool.

MAJOR DECISIONS IN SALES – PROMOTIONS

In using sales promotion, a company must establish the objectives, select the tools, develop the
program, preset the program, implement and control it and evaluate the results, we will examine
these steps.

1. Establishing the sales – promotion objectives

2. Selecting the sales – promotion tools.

3. Developing the sales – promotion program

4. Presetting the sales –promotion program

5. Implementing and controlling the sales – promotion program

6. Evaluating the sales – promoting results.

12
 Sales promotions tools are used by most organizations, including manufactures,
distributors, retailer, trade associates and non profit organizations.

Establishing the Sales – Promotion Objectives

Sales promotion objectives or derived from broader. Promotion objective developed the product.
The specific objectives set for sales promotion will vary with the type of the target market. For
consumers objectives include encouraging purchase of largest – size units, building trial among
nonusers and attracting switchers away from competitor‟s brands.

For retailers, objective include inducing r retailers to carry new items and higher levels of
inventory, encouraging off-season buying encouraging stocking of related items, offsetting
competitive promotions building brand loyalty of retailers, and gaining entry into new retail
outlets. For the sales force, objectives include encouraging support of a new product or model,
encouraging more prospecting and stimulating off-season sales.

Selecting the Sales - Promotion Tools

Many sales – promotion tools are available to accomplish these objectives. The promotion
planner should take into account the type, of market, sales promotion objectives, competitive, and
conditions and cost effectiveness of each tool.

Consumer – Promotion Tools

The main consumer – promotion tools are listed in marketing concepts and tools 24 – 3. We can
distinguish between manufacturer promotions and retailer promotions to consumers.

The former is illustrated by the auto industry‟s L,- equent use of rebates, gifts to motivate
test drives and purchases, and high – value trade-„m credit.

They do “consumer franchise building” and those that are not. The former imparts a
selling message along with the deal, as in the case of free has come to depend on promotion
money from the manufacturers.

As the number of competitive sales promotions has increased, friction has been created
between the company‟s sales force and its brand managers.

Business Promotion Tools

Companies spend billions of dollars on business promotion tools. These are tools are used to
gather business leads, impress and reward customers, and stimulate the sales force to greater
effort. Companies typically develop budgets of each business promotion tool that stay fairly
close from year to year.

13
Developing the Sales – Promotion Programme

The marketer must make further decision to define the full promotion program increasingly.
Marketers are blending several media into a total campaign concept. The market has to
determine the size of incentive to offer.

Presetting the Sales- Promotion Program

Although sales – promotion programs are designed on the basis of experience pretests should be
conducted to determine if the tools are appropriate, the incentive size optimal, and the
presentation method efficient. Survey by the premium advertisers association indicated that less
than 42% of premium offers were ever tested for their effectiveness. Sales promotions directed at
consumer markets can be readily protested. Consumers can be asked to rate or rank different
possible deals or trial test‟s can be run in limited geographical areas.

Implementing and Controlling The Sales Promotion Program

Implementation and control plants should be prepared for each individual promotion.
Implementation planning must cover lead time and sell in time. Lead time is the time necessary
to prepare the program prior to launching it.

A certain minimum incentive is necessary if the promotions were to be succeeded. A

higher incentive level will produce more sales response but at diminishing rate.

Conditions for participation have to be established. Incentives might be offered to

everyone or to select groups. The marketer has to decide on the duration of promotion. If the
sales promotion period is too short, many prospects will not be able to take advantage, since they
might not be repurchasing at the time. . The timing of promotion must be established. For
example, brand managers develop calendar date for the annually planned promotions. The dates
are used by production, sales and distribution.

Sale-in time begins with the launch and ends when approximately 95% of the deal
merchandise is in the hands of consumers, which can take one to several months, depending on
the deal duration.

Evaluating the Sales – Promotion Results

Evaluation is a crucial requirement, and yet, according to strange, “evaluation of promotion

programs” receives little attention. Even where an, attempt is made to evaluate a promotion, it is
likely to be, superficial evaluation in terms of profitability is even less common”. Manufacturers
can use four methods to measure sales promotion effectiveness, the most common after a
promotion. Consumer – panel data before, during, and after a promotion. Consumer – panel data
would reveal the kinds of people who responded to the promotion.

14
 If more information is needed, consumer service can be conducted to learn how many
recall the promotion, what their thought of it, how many took advantage of it, and how the
promotion affected their subsequent brand choice behaviour. Sales promotions can also be
evaluated through experiments‟ that vary such attributes as incentive value, duration, and
distribution media. There are hidden costs of special production runs, extra sales force effort, and
handling requirements. Third, certain promotions, irritate retailers, and they demand extra trade
allowance or refuse to cooperate in the promotion.

MAJOR TRADE – PROMOTION TOOLS

Price –off

A price – off (also called off – invoice or off – host) is a straight discount off the list price on
each case purchased during a stated time period. The offer encourages dealers to buy a quantity
or carry a new item that they might not ordinarily buy. The dealers can use the buying allowance
for immediate profit, advertising, or price reductions.

Allowances

An allowance is an amount offered in return for the retailer‟s agreeing to feature the
manufacturer‟s product in some way. An advertising allowance compensate retailers for
advertising the manufacturer‟s product. A display allowance compensates them for carrying a
special product display.

Free Goods

Free goods are offer of extra cases of merchandise to middle men who buys a certain quantity or
who feature a cei-taiii flavour or size. Manufacturers might offer push money which is cash or
gifts to dealer or their sales force to push the manufacturer‟s goods. Manufacturers might, offer
free specialty advertising items to the retailers that

15
 CHAPTER – III

COMPANY PROFILE

16
 COMPANY PROFILE
Big Bazaar is a chain of hypermarket in India. As of June 2, 2015 there are 214 stores across 90
cities and towns in India covering around 16 million sq.ft. of retail space. Big Bazaar is designed
as an agglomeration of bazaars or Indian markets with clusters offering a wide range of
merchandise including fashion and apparels, food products, general merchandise, furniture,
electronics, books, fast food and leisure and entertainment sections. Big Bazaar is part of Future
Group, which also owns the Central Hypermarket, Brand Factory, Pantaloons, eZONE,
HomeTown, futurebazaar.com, KB's Fair Price to name a few and is owned through a wholly
owned subsidiary of Pantaloon Retail India Limited (BSE: 523574 523574), that is listed on
Indian stock exchanges.

History

Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta,
Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 161 Big
Bazaar stores in 90 cities and towns across India. By September 2012 BIG BAZAAR will have
two more stores in North east namely SILCHAR and JORHAT in Assam.

Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of
Pantaloon Retail India. Though Big Bazaar was launched purely as a fashion format including
apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has included a
wide range of products and service offerings under their retail chain. The current formats includes
Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar. The inspiration behind this
entire retail format was from Saravana Stores, a local store in T. Nagar, Chennai

The stores are customized to provide the feel of mandis and melas [2] while offering the
modern retail features like Quality, Choice and Convenience. As the modern Indian family's
favorite retail store, Big Bazaar is popularly known as the "Indian Walmart". On successful
completion of ten years in Indian retail industry, in 2014, Big Bazaar has come up a new logo
with a new tag line: „Naye India Ka Bazaar‟, replacing the earlier one: 'Isse Sasta Aur Accha
Kahin Nahin'.

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

17
creating value to the agricultural products across the country. [4] 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, washermen, 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
Most Big Bazaar stores are multi-level and are located in stand-alone buildings in city centers as
well as within shopping malls. These stores offer over 200,000 SKUs in a wide range of
categories led primarily by fashion and food products.

Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is
now present within every Big Bazaar as well as in independent locations. A typical Big Bazaar is
spread across around 50,000 square feet (4,600 m2 ) of retail space. While the larger metropolises
have Big Bazaar Family centres measuring between 75,000 square feet (7,000 m2) and 160,000
square feet (15,000 m2), Big Bazaar Express stores in smaller towns measure around 30,000
square feet (2,800 m2).

Big Bazaar has the facility to purchase products online through its official web page, and
offers free shipping on some of their products.

VALUES & CULTURES

Values

They acknowledge that every individual brings different perspectives and capabilities to the team
and that a strong team comes together with a variety of perspectives. What hold them together are
the core values that lay the foundation of this strength. Through the entire chain of Future Group
we identify these values with what is called The Future Group Gene.

18
  Indianness: Confidence in ourselves.

 Leadership: To be a leader, both in thought and business.

 Respect & Humility: To respect every individual and be humble in our conduct.

 Introspection: Leading to purposeful thinking.

 Openness & Transparency: 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.

They rewrite rules, even as we retain our values.

Culture

They work in an environment where the deadlines are tighter and the jubilations even more
exciting. We like to maintain this energy we've got going on, so we make sure to bring on board
exactly the right people. Everyone here has a range of amazing (and often hidden) talents and
creative interests.

TIMELINE
In

2001:

 Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and
Hyderabad[9]

2002:

 Big Bazaar - ICICI Bank Card is launched.

 Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at
High Street Phoenix

This chain increased rapidly over a year and in

19
2012:

 Big Bazaar entered into a five year multi-million dollar deal with Cognizant Technology
Solutions for IT infrastructure services that support Future Group's network of stores,
warehouses, offices, and data centers. [16]
[17]
 Partnered with Disney to launch "Kidz Cookies", exclusively for kids across India.

And now the big bazaar is the most preferred brand by any individual, group, organization
and family for almost all of their needs.

DEPARTMENTS
DEPARTMENTS SUBDEPARTMENT

 CLOTHING Children

Ladies wear

Men‟s wear

 HOME FASHION Bath linen

Kitchen linen

Table linen

Homes accessories

 FASHION ACCESSORIES Jewelry

Hand bags

Sunglasses & watches

 FOOT WEAR Nike

Reebok

 LUGGEAGE Bags

Trolley and suitcase

 PLACTICS,UTENCILS Crockery

20
 BLUE SKY Fashion accessories

 COMMUNICATIONS Accessories

Carrier

Hard ware

 CURE & CARE Non prescription

 DEPOT Books

Multimedia

Stationary

 ELECTRONICS Consumer durables

Computer accessories

Personal electronics

 FOOD BAZAAR Fruits and Vegetables

Chef zone

Chill zone

 LEE COPPER LC ladies

LC men

 LOOT MART Kids Accessories

Ladies Accessories

Men‟s Accessories

 NAVRAS Precious jewelry

 STAR & SITARA Personal Grooming

21
 CHAPTER – IV

DATA ANALYSIS & INTERPRETATION

22
CATEGORY OF DEALERSHIP

Particulars No. of Respondents Percentage

Exclusive 28 77.77%
Multiband 8 22.22%
Sub Dealer Nil Nil
Others Nil Nil
Table 1 Category of Dealership

The survey in its many forms is used for acquiring marketing information through
communications with a number of respondents. Information is obtained from respondents
through personal interviews. To make the study and the analysis of information collected from
the respondents. They grouped into four segments i.e.

a) Exclusive
b) Multiband
c) Sub dealers
d) Others
It is found that the Samsung ceramics have a large percentage of 77.77% given to
exclusive and next comes the multi brand with 22.22%. It has not considered the sub-dealer with
accounts of NIL percentage.

Figure 1 Category of Dealership

23
WHICH ARE THE VARIOUS BRANDS YOU ARE DEALING WITH

Particulars No. of Respondents Percentage

32 88.8%
Samsung & LG
Samsung & Videocon 2 5.55%
Samsung & whirlpool 2 5.55%
Samsung & godrej Nil Nil
Total 36 100%
Table 2 Various Brands

The analysis of the above table shows that 88.8% of respondents for Samsung & LG and 55.5%
of respondents for Samsung & Videocon and 5.55% of respondents for Samsung & whirlpool.

Figure 2 Various Brands

24
WHICH BRAND IS FAST MOVING
The analysis of the above table shows that 19.44% of respondents for Samsung and 41.66% of
respondents for whirlpool and33.33% of respondents for LG and 5.55% of respondents for
others.

Particulars No. of Respondents Percentage

Samsung 7 19.44%

Whirlpool 15 41.66%
LG 12 33.33
Others 2 5.55
Total 36 100%

Table 3 Fast Moving Brand

Figure 3 Fast Moving Brands

25
WHAT ARE THE SALES PROMOTION STRATEGIES ADOPTED

Particulars No. of Respondents Percentage

Price off 2 5.55%

Advertisement & Display allowance 26 72.22%

Free goods 8 22.22%
Others Nil Nil
Total 36 100%
Table 4 Sales Promotion Strategies

This question meant to draw the answer about promotional activities that are adopted by
Samsung. In the survey It is found that 26 respondents feels that sales promotional activated are
highly invested upon advertising and display allowance over 36 total respondents i.e. 72% of the
total respondents and 8 respondents feels that sales promotion strategies adopted by Samsung is
in free goods this is 22% and remaining 2 respondents i.e. 6% feeling was with price off.

Figure 4 Sales Promotion Strategies

26
WHICH BRAND OPERATES HIGH PROMOTED ACTIVITIES

Particulars No. of Respondents Percentage

Samsung 6 16.66%

Videocon 3 8.33%

LG 23 63.88%

Others 4 11.11%

Total 36 100%

Table 5 Brand with High Promoted Activities

The analysis of the above table shows that 16.66% of respondents for Samsung and 8.33% of
respondents for Videocon and 63.88% of respondents for LG and 11.11%.

11%
17%

8% Samsung
Videocon
LG
Others

64%
Figure 5 Brand with High Promoted Activities

27
WHICH SALES PROMOTION ARE ADVANTAGES TO YOU
(To Dealers)

Particulars No. of Respondents Percentage

Price off 23 63.88%

Advertising & display allowance 7 19.44%
Free goods 6 16.66%
Others Nil Nil
Total 36 100%
Table 6 Advantageous Sales Promotions

This question was meant to draw the answer about which sales promotional activity is
advantageous and mostly preferred by dealers. It is found that maximum respondents wants price
offs about 64% of respondents felt that price offs is more advantageous then any other sales
promotional techniques 7 respondents feels that advertising and display allowance will be
advantageous to them i.e. 19.44% and remaining 6 respondents preferred free goods that is
16.66%. It is found that from the above analysis price off strategy is advantageous and most
preferred promotional activity to dealers, second position was occupied by advertising and
display allowance and third position was free goods.

Figure 6 Advantageous Sales Promotions

28
WHAT IS YOUR OPINION REGARDING ACTIVITIES OF SAMSUNG
Price

Particulars No. of Respondents Percentage

Good 4 11.11%
Satisfactory 30 83.33%
Poor 2 5.55%
Total 36 100%
Table 7 Opinion Regarding Activities of Samsung

This question was asked to the dealers to know what is their opinion about price, quality,
promotional support operated by Samsung limited.

The analysis regarding price reveals that a maximum of 30 respondents over 36 is

satisfactory i.e. 83.33%, 4 respondents felt that it was good i.e. 11.11% remaining 2 respondents
says it was poor i.e. 5.5%.

6% 11%

Good
Satisfactory
Poor

83%
Figure 7 Opinion Regarding Activities of Samsung

29
QUALITY

Particulars No. of Respondents Percentage

Good 28 77.77%
Satisfactory 7 19.44%
Poor 1 2.77%
Total 36 100%
Table 8 Quality of Goods

This question was asked to know the quality performance of Samsung over the other brands.
From the response of dealers it is known that 28 respondents says that Samsung quality is good
i.e. 77.77%, 7 respondents felt it as satisfactory i.e. 19.44% and the remaining 1 respondent feels
that it is poor i.e. 2.77%.

77.77%

80.00%

70.00%

60.00%

50.00%

40.00%

30.00% 19.44%

20.00%
2.77%
10.00%

0.00%
Good Satisfactory Poor
Figure 8 Quality of Goods

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PROMOTIONAL SUPPORT

Particulars No. of Respondents Percentage

Good 6 16.66%

Satisfactory 27 75%

Poor 3 8.33%

Total 36 100%

Table 9 Promotional Support

This question was posed to the dealers to know about how good Samsung gives promotional
support to dealers. The above responses from the dealers it is found that a maximum of 27
respondents over 36 respondents says that promotional support operated by Samsung is
Satisfactory i.e., 75%. 6 Respondents says that it was Good i.e. 16.66% remaining 3 respondents
says that it was Poor i.e. 8.33%. From the opinion of dealers it was known that promotional
support operated by Samsung is Satisfactory.

8%
17%

Good
Satisfactory
Poor

75%
Figure 9 Promotional Support

31
WHAT CAN YOU DO TO ENHANCE THE RELATIONSHIP WITH THE
CUSTOMERS?

Particulars No. of Respondents Percentage

Good communication 6 16.66%

Good services 20 57.14%

Good relationship 3 8.33%
All 7 19.44%
Total 36 100%
Table 10 Relationship with Customers

The analysis of the above table shows that 16.66% of respondents for Good communication and
57.14% of respondents for Good services and 8.33% of respondents for Good relationship and
19.14% of respondents for all.

19% 16%
Good
communication
Good services
8%
Good relationship

All

57%

Figure 10 Relationship with Customers

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HOW IS THE CUSTOMERS’ ACCEPTANCE TOWARDS SAMSUNG
PRODUCTS?

Particulars No. of Respondents Percentage

Strongly disagree 2 5.55%

Disagree 3 8.33%

Agree 20 55.55%

Strongly agree 11 30.55%

Total 36 100%

Table 11 Acceptance toward Samsung Products

The analysis of the above table shows that 5.55% of respondents for Strongly disagree and
8.33% of respondents for Disagree and 55.55% of respondents for Agree and 30.55% of
respondents for Strongly agree.

6%
8%
31%
Strongly disagree
Disagree
Agree
Strongly agree

55%

Figure 11 Acceptance toward Samsung Products

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 CHAPTER – V

FINDINGS & SUGGESTIONS

34
FINDINGS
What I observed in the training program is mentioned below:

1. The sales promotional activities adopted by Samsung electronic Ltd. are not much
attractive when compared with the competitors.

2. LG & Samsung operating good sales promotional support to the dealers when compared
with the competitors.

3. The dealer says that company is not providing any free goods. They are giving maximum
preference to advertising and display allowance.

4. The price-off and advertising allowance offered Samsung is low they compared to the
other competitors.

5. The dealer says that promotional support operated by Samsung is Satisfactory.

6. The dealer says that Samsung quality is good.

7. Dealer‟s opinion is satisfactory on price of Samsung.

SUGGESTIONS
I could suggest the following changes in Big Bazaar, which could impact in its growth,

1. There is a need for increase in sales promotion schemes.

2. The competition in Big bazaar industry is increasing day by day thus it lead to sales
promotion also should be high.

3. Free goods strategy in sales promotion motivates and encourages the dealers.

4. Free goods compliments should be provided to the dealers.

5. Proper care to be taken towards dealers in respect of financial matters.

6. There is need to increase in rates of the price offs.

7. There is a need to increase in the advertising and display allowance.

8. Advertisement creates awareness of product in the minds of customers, so it has to be

increased by company through magazines, and mass media etc.

35
RECOMMENDATIONS
An attempt has been made to suggest to the big bazaar a few measures. These suggestions have
been made within the preview of the data available.

1) The company must go for some more promotional activities rather than TV, advertisement,
hoarding and news papers.

2) The company has to conduct the periodical meetings with customers and take their
valuable suggestions.

3) The company may adopt policy of discounts cards and gifts to customers while purchasing
the products.

4) Innovative efforts must be launched to improve the position through better marketing
strategies.

5) Innovative packaging can give a company an advantage over Competitors.

6) The store staff should be trained adequately so as to “convince” the Potential buyers,
because his performance on jobs has great impact on Sale of a Product.

36
CHAPTER – VI

CONCLUSION

37
 CONCLUSION
In my 30 days study on the sales promotional activities and its effectiveness at big bazaar, I
hereby conclude that most of the customers buying decisions depend on the quality and price of
the products. Most of the customers will walk-in to buy the products from food department of big
bazaar. Only monthly savings and big day offers are very effective schemes to promote the sales.
It was found that the company has very good image in customer‟s mind.

As the slogan of Big Bazaar “Isse Sasta Aur Acha Kahin Nahin”, has been attracted most
of the customers which directly affects on the increase in number of footfalls of customers in Big
Bazaar. As what I have observed is that the slogan attracts many customers and ultimately affects
on increase I number of footfalls in Big Bazaar. The offers and discounts also attract lots of
customers to purchase items from Big Bazaar rather than outside. Also convenient shopping and
self-service attracts the customers.

According to my survey a great number of populations are very much satisfied with the
availability & accessibility of products in Big Bazaar. But there are many complaints regarding
the quality of plastics & garments in Big Bazaar. Customers found most of itesin plastics were
damaged & told that they are not long lasting. But purchasing percentage of pastics were more.

There were a large percentage of customers who are highly satisfied with the price level.
They feel reasonable prices in Big Bazaar as well as in food bazaar. But some people didn‟t agree
with the slogan „Sasta Price‟ in Big Bazaar as they feel the prices are quite similar to that of the
market price. What I have observed is that, the middle class families are highly satisfied with the
price level.

In the growing market the Big Bazaar had lots of competitors like, More, Heritage,
especially DMART, which is the strongest of all contenders. The organization is now in the
struggling phase and should use more key marketing strategies to attract the customers.

38
 ANNUXURE
QUESTIONNAIRE & BIBLOGRAPHY

39
 QUESTIONNAIRE
Please tick on the options you like.

1. Do you frequently visit Big Bazaar?

a. Yes
b. No

2. Reason for your visit to big bazaar?

a. Promotional Offers
b. Discount Offers
c. Range of Items
d. Location of the Store
e. Others

3. Rate the Attractiveness of the advertisement of Big Bazaar?

a. Very Attractive
b. Less Attractive
c. Not at All Attractive

4. Rate the quality of item as per the advertisement of Big Bazaar?

a. Highly Satisfactory
b. Satisfactory
c. Averagely Satisfactory
d. Dissatisfactory
e. Highly Dissatisfactory

5. Does the advertisement of Big Bazaar attract you to purchase items from Big Bazaar?
a. Yes
b. No

6. Which brand offers high promotional activities?

a. Samsung
b. Sony
c. LG
d. Others

7. How do you feel while shopping in Big Bazaar?

a. Great
b. Good
c. Not satisfied with the arrangement of products
d. Not satisfied with the promotional offers available in the store
e. Not satisfied with the range of products

40
8. How do you rate the presentation of products in Big Bazaar?
a. Good
b. Average
c. Poor

9 Do you think Offers are clearly presented through Displays in Big Bazaar?
a. Yes
b. No

10. How do you rate the range of Products in Big Bazaar?

a. Good
b. Average
c. Poor

11. Which type of promotional activities attracts you the most?

a. Discounts
b. Extra Offer
c. 1+1 Offer
d. Advertisements

12. Do you think due to displays it is easy to shop in Big Bazaar?

a. Yes
b. No

13. Does the Sales Promotion activities of Big Bazaar made you to visit Big Bazaar again?
a. Yes
b. No

14. Your overall shopping Experience due to offers and discounts in Big Bazaar?
a. Good
b. Average
c. Poor

15. Any other suggestions:

Thank you

41
 BIBLOGRAPHY
 Kotler, keller, koshy, jha, 13th edition, marketing management.

 C.R. Kothari, 10th edition, Research methodology.

 Satish K. Batra& S.H.H kazmi, Consumer behavior.

 Kotler, P., 11th European edition, Prentice Hall, Marketing Management.

 Tull and Hawkins, 6th edition, Prentice Hall, Marketing Research.

 Company Reports.

 Business Journals.

 www.futuregroup.com

 www.bigbazaar.com

 https://www.slideshare.net/hemanthcrpatna/a-project-report-on-customer-feedback-at-big-
bazaar

 https://www.scribd.com/doc/49255595/Customer-Satisfaction-in-Big-Bazaar

 https://www.slideshare.net/sandy14333/big-bazaar-project

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