A PROJECT REPORT ON

FINANCIAL RATIO ANALYSIS OF KOTAK MAHINDRA BANK

Submitted in the partial fulfillment of the requirement for the award of degree of Bachelor of Business Administration Panjab University, Chandigarh.

Submitted By: Paryas Maggo Roll Number-2477 Uni. Reg. No.-14110000265

Under the guidance of: Prof. Rajinder Bhandari

ARYA COLLEGE, LUDHIANA 2013.

DECLARATION

I declare that the dissertation entitled COMPARATIVE ANALYSIS OF MARKETING STRATEGIES 0F BIG BAZAR AND VISHAL MEGA MART RETAIL INDIA LTD. is a record of independent research carried out by me under the supervision and guidance of Prof. Rajinder Bhandari. This has not been previously submitted for the award of any other diploma, degree or other similar title.

Name & Sign of Student

Saket verma Roll No.14110000237

CERTIFICATE

Certified that the Project Report entitled COMPARATIVE ANALYSIS OF MARKETING STRATEGIES 0F BIG BAZAR AND VISHAL MEGA MART RETAIL INDIA LTD. submitted to the Panjab University , Chandigarh for the award of degree of Bachelor of Business Administration is a record of independent research work carried out by Saket Karwal under my supervision and guidance. This has not been previously submitted for the award of any diploma, degree or other similar title.

Name & Sign of Guide

Prof. Rajinder Bhandari

ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to complete this report. I would like to take this opportunity to present my vote of thanks to my guides who acted as lighting pillars to enlighten my way through out this project. This project would not have been possible without the kind assistance and guidance of many people who indeed were helpful, cooperative and kind during the entire course of my project.

The acknowledgment

t would not be complete without expressing my

indebtedness to Prof. Rajinder Bhandari who guided me in this project. I also like to thank my friends who helped me a lot to complete this project report

CONTENTS

S.No Title 1 2 3 4 5 6 7 8 Introduction Review Of Literature Research Methodology Limitation

Page No. 6 43 47 50

Analysis And Interpretation Of Data 52 Findings And Conclusion Bibliography Questionnaire 64 69 70

INTRODUCTION

INTRODUCTION

Every business conducted for the purpose of selling or offering for sale any goods, wares, or merchandise, other than as a part of a "wholesale business" to the final consumer can be defined as retail business Retail is the second-largest industry in the United States both in number of establishments and number of employees. The U.S. retail industry generates $3.8 trillion in retail sales annually ($4.2 trillion if food service sales are included), approximately $11,993 per capita. The retail sector is also one of the largest worldwide. Wal-Mart is the world's largest retailer and the world's largest company with more than $312 billion (USD) in sales annually. Wal-Mart employs 1.3 million associates in the United States and more than 400,000 internationally. The second largest retailer in the world is France's Carrefour.

WHAT IS RETAILING? Retailing is all the activities involved in selling goods and services directly to final consumers for their personal, non-business use.
The word retail is derived from the French word retailer, meaning to cut a piece off or to break bulk. A retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells individual items or small quantities to the general public or end user customers, usually in a shop, also called store. Retailers are at the end of the supply chain. Marketers see retailing as part of their overall distribution strategy.

TYPES OF RETAILING

Retailing can be classified under two heads: Store Retailing Non-store Retailing

Store Retailing Retail stores come in a variety of shapes and sizes, and new retail types keep emerging. They can be classified by one or more of several characteristics: Amount of service Product line Relative prices Control of outlets Type of store cluster

1) AMOUNT OF SERVICE Different products require different amounts of service, and customer service preferences vary: Self-service retailers Customers are willing to perform their own "locate-compare-select" process to save money. Today, self-service is the basis of all discount operations, and

typically is used by sellers of convenience goods (such as supermarkets) and nationally branded, fast moving shopping goods (such as catalog showrooms).

Limited service retailers Retailers such as Sears and J. C. Penney, provide more sales assistance because they carry more shopping goods about which consumers need information. Their increased operating costs result in higher prices. Full service retailers Like specialty stores and first-class department stores, have salespeople to assist customers in every phase of the shopping process. Full service stores usually carry more specialty goods for which customers like to be waited on. They provide more liberal return policies, various credit plans, free delivery, home servicing, and extras such as lounges and restaurants.

2) PRODUCT LINE:

Retailers can also be classified by the depth and breadth of their product assortments. The depth of a product assortment refers to the number of different versions of each product that are offered for sale. The breadth of the assortment refers to the number of different products that the store carries. Specialty stores carry a narrow product line with a deep assortment within that line. Examples include stores selling sporting goods, books, furniture, electronics,

flowers, or toys. Today, specialty stores are flourishing, due to the increasing use of market segmentation, market targeting, and product specialization. A department store carries a wide variety of product lines. Each line is operated as a separate department managed by specialist buyers and merchandisers. Supermarkets are large, low-cost, low-margin, high-volume, self-service stores that carry a wide variety of food, laundry, and household products. Convenience stores are small stores that carry a limited line of high-turnover convenience goods. These stores located near residential areas and remain open long hours, seven days a week. Convenience stores must charge high prices to make up for higher operating costs and lower sales volume, but they satisfy an important consumer need. Superstores, combination stores, and hypermarkets are all larger than the conventional supermarket. Many leading chains are moving toward superstores because their wider assortment allows prices to be 5-6% higher than conventional supermarkets'. Combination stores are combined food and drug stores. Examples are A&P's Family Marts and Wal-Mart's Super centers. Hypermarkets combine discount, supermarket, and warehouse retailing, and operate like a warehouse

3) RELATIVE PRICES

Retailers can also be classified by the prices they charge. Most retailers charge regular prices and offer normal quality goods and customer service. Some offer higher quality goods and service at higher prices. Retailers that feature low prices include: Discount stores sell standard merchandise at lower prices by accepting lower margins and selling higher volume. Occasional discounts or specials do not make a store a discount store. A true discount store regularly sells its merchandise at lower prices, offering mostly national brands, not inferior goods.

4) CONTROL OF OUTLETS:

About 80% of all retail stores are independents, accounting for 2/3 of retail sales. Other forms of ownership include the corporate chain, the voluntary chain and retailer cooperative, the franchise organization, and the merchandising conglomerate. The chain store is one of the most important retail developments of this century. Corporate chains appear in all types of retailing, but they are strongest in department, variety, food, drug, shoe, and women's clothing stores. The size of corporate chains allows them to buy in large quantities at lower prices, and chains gain promotional economies because their advertising costs are spread out over many stores and over a large sales volume.

The voluntary chain is a wholesaler-sponsored group of independent retailers that engages in-group buying and common merchandising. The retailer cooperative is a group of independent retailers that set up a jointlyowned central wholesale operations and conduct joint merchandising and promotion efforts. A franchise is a contractual association between a manufacturer, wholesaler, or service organization (the franchiser) and independent businesspeople (the franchisees) who buy the right to own and operate one or more units in the franchise system. Merchandising conglomerates are corporations that combine several different retailing forms under central ownership and share some distribution and management functions. Examples include Dayton-Hudson and J. C. Penney.

5) TYPE OF STORE CLUSTER:

Most stores today cluster together to increase their customer pulling power and to give consumers the convenience of one-stop shopping: Central business districts A central business district comprises of banks, department stores, specialty stores, and movie theatres. A shopping center is a group of retail businesses planned, developed, owned, and managed as a unit.

Non-Store Retailing

Although most goods and services are sold through stores, non-store retailing has been growing much faster than store retailing. Traditional store retailers are facing increasing sales competition from catalogs, direct mail, telephone, home TV shopping shows, on-line computer shopping services, home and office parties, and other direct retailing approaches. Non-store retailing includes direct marketing, direct selling, and automatic vending.

INDIAN RETAIL INDUSTRY Retailing in India is one of the significant contributors to the Indian economy and accounts for 35% of the GDP. However, this sector is in a fragmented state with over 12 million outlets operating in the country and only 4% of them being larger than 500 sq ft in size. This is in comparison to 0.9 million outlets in USA, catering to more than 13 times of the total retail market size. Thus, India has the highest number of outlets per capita in the world with a widely spread retail network but with the lowest per capita retail space (@ 2 sq ft per person as compared to 16 sq ft per person for USA). The Indian retailing industry is currently estimated at $205 b (Rs.930, 000 Crores) and is expected to grow at 5% p.a. The current size of the organized retailing market is $6 b (Rs.28,000 Crores), thereby, a mere 3% of the total retailing market with a projected growth rate of 25 30% p.a. and is estimated to become $8 b (Rs.35,000 Crores) by 2005 and $24 b (Rs.100,000 Crores) by 2010, with its contribution to total retailing sales likely to rise to 9% by decade end.

Emerging Trends In Indian Retail Industry

Tier-II Phenomenon

Small towns with a population of 0.5 1 million {like Surat, Lucknow, Dehra Dun, Vijaywada, Bhopal, Indore, Vadodara, Coimbatore, Nasik, Bhubaneswar, Varanasi ,zirkpur and Ludhiana etc}, are witnessing a defined increase in disposable income coupled with high aspirational levels leading to enhanced spending on consumer goods along with lesser aversion to credit. With consumption in metros already being exploited {85% of retail sales as of now}, these Tier-II areas are fresh targets and are expected to contribute 20-25% of organized retailing sales. Retailers are introducing contemporary retail formats such as hypermarkets and supermarkets in these new pockets of growth. Mall development activity in these small towns is also picking up, creating quality space for retailers to fulfill their aggressive expansion plans. Keeping in view the relatively smaller size of the market, the average size of a retail mall in Tier-II cities ranges between 100,000 120,000 square feet in comparison with the larger metros where a number of malls measure over 500,000 square feet.

Entry of International Players

The fight today is not between Big organized retail stores (3%) and Unorganized Kirana Shops (97%), but its between global giants like Wal-Mart, Tesco and Shoppers Stop, Pantaloons. Entry of these global players will impact the way India Retailers operate, as much as it will change the way Indian consumers live and do their shopping. They will no longer be just dependent on their local Kirana shop for their everyday needs. They could just shop once a week or once a month at comparatively cheaper rates and remain hassle free. Indian retailer will also need to quickly come to terms with the market realities. On one hand they will fight size factor and on the other hand great efficiencies

Emergence of New Retail Formats

Currently the retail sector in India is populated with the traditional mom-and-pop stores and some 1000 odd supermarkets under organized retail chains. A daring few ventured into the Hypermarket segment with successful results and this format is being fast replicated by other players. This experience indicates that the Indian consumer has matured to the next level of shopping experience. Given the Indian conditions and the vast diversity a single format may not be possible for the national presence, but region specific formats may evolve. An interesting observation is that of lack of presence of organized retail chains in the rural/semiurban centers as over 60% of Indian population is still in these parts. An ideal no frills model to start with would be ideal for the rural markets; this would help to take them to the next level of supermarket experience.

Specialty Malls

Keeping in mind the astonishing pace with which new supply is expected to enter the market, many mall developers, in a bid to offer a distinctive value proposition, are planning to develop specialty malls. These niche developments shall emerge as one-stop destinations in their chosen product categories. The Delhi-based Aerens Group has developed Gold Souk, an exclusive jewellery mall that is already operational in Gurgaon and has ambitious plans to replicate the concept across the country. Further, a number of analogous developments like a Wedding Mall by Omaxe Group, Automobile Mall etc are also in the offing. In line with international trends, Home Malls offering the entire range of building and interior dcor solutions are also coming up in various parts of the country including Pune (Ishanya promoted by Deepak Fertilizers and Petrochemicals Corporation Ltd), Gurgaon & Kolkata.

Price Correction

Fallout of the surge in mall development activity shall be that developers will be forced to offer retailers prime real estate spaces at costs lower than those prevailing today, as the space required by retailers to fulfill their expansion plans is likely to be lesser than offered. This correction could result in a more structured retail real estate market that would allow retailers a higher margin on their real estate investments, thereby enabling them to expand faster. Further, the relatively overserved cities could witness higher activity, as real estate space becomes more affordable, thereby, reducing the break-even period for retailers.

Traditional Retailers in Malls The abundant supply of retail space has provided retailers with the leeway to experiment with newer formats and product categories. Even traditional retailers like Benzer, Study by Janak, Mehrasons Jewellers etc are being pushed to modern retailing formats like shopping malls. Mall developers shall have sufficient incentive to operate on a revenue-sharing pricing model as many of these traditional retailers can generate higher sales per square foot as compared to the larger-format department stores, which shall translate into higher revenue realizations for developers.

Transformation & Innovations of Supply Chain and Transportation logistics

To counter the unbeatable advantages of convenience of a hop, skip and a jump access and home delivery, organized retailers seem to have just one option - offer attractive prices to the consumer. A successful retailer's winning edge will therefore come from sourcing - how best it can leverage its scale to drive merchandise costs down, increase stock turns and get better credit terms from vendors. Efficient supply chains can achieve this objective and fuel demand. The supply chain in India is full of inefficiencies- a result of inadequate infrastructure, too many middlemen, complicated laws and an indifferent attitude.

More use of Technology

Retailing, as discussed before, is at a nascent stage in India. The complicated information systems and underlying technologies are in the process of being established. Most grocery retailers like Food World have started tracking consumer purchases through CRM. The lifestyle retailers through their `affinity clubs' and `reward clubs' are establishing their processes. The traditional retailers will always continue to exist but organized retailers are working towards revamping their business to obtain strategic advantages at various levels - market, cost, knowledge and customer. With differentiating strategies - value for money, shopping experience, variety, quality, discounts, advanced technologies, change in the equilibrium with manufacturers and a thorough understanding of the consumer behavior, the ground is all set for the organized retailers.

Community Involvement

Footfalls in most malls are observed to be significantly higher on weekends. To ensure regular walk-ins on weekdays, mall developers have started to focus on involving the local community. They have recognized that their centers need to be entertaining, and that shoppers want their malls and town centers to blend with and reflect their own communities. Their philosophy today is thus to create a center where people would want to stay well beyond their shopping time to enact the rituals of urban life. Activities like karate classes and painting competitions for children pull their salary-earning parents to visit the mall. For example, South-dale Mall, USA contains a school, an auditorium, an ice-skating rink and even a zoo for the same reason. Dandia and Navratre parties at Ansal Plaza and Festival parties at other malls also have the same objective.

COMPANY PROFILE

BIG BAZAAR

Pantaloon Retail (India) Limited, is India's leading retail company with presence across multiple lines of businesses. The company owns and manages multiple retail formats that cater to a wide cross-section of the Indian society and is able to capture almost the entire consumption basket of the Indian consumer. Headquartered in Mumbai(Bombay). It owns and operates multiple retail formats including Pantaloons, Big Bazaar, Food Bazaar, Central, E-Zone, Fashion Station, Depot and many others. Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines the look and feel of Indian bazaars, with aspects of modern retail, like choice, convenience and hygiene. Food Bazaar, food and grocery chain and launch Central, a first of its kind seamless mall located in the heart of major Indian cities, followed this. Some of its other formats include, Collection i (home improvement products), E-Zone (consumer electronics), Depot (books, music, gifts and stationary), All (fashion apparel for plus-size individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its retailing venture, futurebazaar.com. The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon Industries Ltd, Galaxy Entertainment and Indus League Clothing. The

group also has joint venture companies with a number of partners including French retailer Etam group, Lee Cooper, Manipal Healthcare, Jaywalkers, Gini & Jony and Liberty Shoes. Planet Retail, a group company owns the franchisee of international brands like Marks & Spencer, Debenhams, Next and Guess in India.

Future Group Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to cater to the entire Indian consumption space. The Future Group operates through six verticals: Future Retail (encompassing all retail businesses), Future Capital (financial products and services), Future Brands (management of all brands owned or managed by group companies), Future Space (management of retail real estate), Future Logistics (management of supply chain and distribution) and Future Media (development and management of retail media). Future Capital Holdings, the group's financial arm, focuses on asset management and consumer finance. It manages two real estate investment funds (Horizon and Kshitij) and consumer-related private equity fund, Indecision. It also plans to get into insurance, consumer credit and other consumer-related financial products and services in the near future. Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every Indian Consumer in the most profitable manner." One of the core values at Future Group is, 'Indians' and its corporate credo is - Rewrite rules, Retain values.

Future Group Manifesto Future the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn, our ability to evolve. We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners. Our customers will not just get what they need, but also get them where, how and when they need. We will not just post satisfactory results, we will write success stories. We will not just operate efficiently in the Indian economy, we will evolve it. We will not just spot trends; we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow. It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing.. Big Bazaar is both big and a bazaar. It is unlike, say, a Walmart or even a Food world. Big Bazaar is almost an air-conditioned version of any Indian bazaar. It is a slightly orderly and organized version of, say Chickpet for Bangalore guys or Dadar for Mumbaiites. There is a huge crowd which can move in almost any

direction. You can buy anything (pretty much everything is available at Big Bazaar). It is not a place where you can browse through at leisure and pick up a few things here and there. This is a place if you are serious about your shopping. And the worst part is at the checkout counter, where the line can stretch as much as a line for a famous Ganpati Pandal or a cricket match. Parking is a pain too. But, the place ticks. In both Hyderabad and Bangalore, the outlets dont have a place for customers to stand esp. on weekends. Customers wait outside it some before it opens in the morning. Bombay is slightly better. Big Bazaar offers good prices-Really good prices. Prices that tempt. Apart from simple price chopping, there are deals (2 for the price of 1 or prices reduced on a combination etc). The perception of Big Bazaar is that it facilitates some serious savings on grocery shopping. And it works. And make no mistake, it attracts the well heeled as much as it attracts Raju from across the street. That has worked for Big Bazaar is that it has been able to connect with the customers in the right manner. They had filled a need gap which was there in the market. Apart from that, their competence in providing products at lowest prices and great quality in an ambience much better than what the customers were used to, has also contributed to their success. The focus is on continuing to provide very high value for money to customers by providing exciting offers throughout the year. It will be facilitated by constantly working on its buying and supply chain efficiencies. Having already achieved economies of scale and size, they intend to better their gains by opening new stores regularly.

One of the key philosophies of Mr Kishor Biyani that is highly followed is Rewrite rules, retain values. In essence, it means they dont take anything as fixed. They are constantly on the lookout for finding new ways and means to

improve the current state of affairs. Thus, innovation is a very important aspect of their working strategy. The other very important philosophy is that of Indian ness. All their concepts and formats as well as the way they go about things are very Indian. The way Big Bazaar is designed and the way the whole concept has developed reflects a sense of Indian ness. This is a well articulated print advertisement campaign for Big Bazaar to highlight their unique marketing strength, extreme low price. However, even before this idea has been exercised to highlight a product by placing it in a stark different environment. Nevertheless, this advertisement campaign is very well crafted out. Further, the ad is not at all confusing and it straight way conveys the message without loosing focus. Like the marketing strength of the company, this campaign is too cost effective. Further, the ad has the capacity to attract immediate peoples attention. The tag line of the ad is Surprisingly Inexpensive. The ad has been created by Mudra DDB Communication. The company recorded around one million foot fall from 26th to 28th January this year in 2007,which were termed as SABSE SASTE 3 DIN,MAHA SAVING OFFER, which was 43 crore last year. This was a special print advertisement of Big Bazaar prepared for womens day sales promotion, where through the advertisement it is shown that forget about the common females even all Hindu goddesses are busy in shopping at BIG bazaar and celebrating their day. This was the print advertisement that Big Bazaar came out with which was regarding its exchange offer sales promotion, where an old man is hiding himself behind sofa,because now every old thing can be exchanged with new one at Big Bazaar

PRODUCT PROFILE PRODUCTS Different Products available in Big Bazaar. Menswear Shirts Trousers T-Shirts Accessories Womenswear Salwar Kameez Saree Ethnic Top Casuals Others Electronics TVs iPods

MP3 & MP4 Player Computers & Peripherals Desktops Laptops Keyboard &Mouse Home & Kitchen Kitchen Appliances Kitchenware Barware Mobiles & Phones GSM Mobiles Land Phones Bluetooth Headsets Memory & Storage Memory Cards Pen drives Hard Drive CDs Health & Fitness Health equipments

Camera

Books Jewelry Diamond Bangles Pearl Kids Wear Watches

1.

2.

3.

Gift Vouchers Others Shoes Home linen

4.

Sun Glasses

Food Bazaar Furniture

Innovations

Wednesday Bazaar Big Bazaar introduced the Wednesday Bazaar concept and promoted it as Hafte Ka Sabse Sasta Din. It was mainly to draw customers to the stores on Wednesdays, when least number of customers are observed. According to the chain, the aim of the concept is "to give home makers the power to save the most and even the stores in the city don a fresh look to make customers feel that it is their day Sabse Sasta Din With a desire to achieve sales of Rs 26 Crore in a one single day, Big Bazaar introduced the concept of "Sabse Sasta Din". The idea was to simply create a day in a year that truly belonged to Big Bazaar. This was launched on January 26, 2006 and the result was exceptional that police had to come in to control the mammoth crowd. The concept was such a huge hit that the offer was increased from one day to three days in 2009 (24 to 26 Jan) and to five days in 2011 (22-26 Jan). Maha Bachat Maha Bachat was started off in 2006 as a single day campaign with attractive promotional offers across all Big Bazaar stores. Over the years it has grown into a 6 days biannual campaign. It has attractive offers in all its value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar - catering to the entire needs of a consumer. The Great Exchange Offer

On February 12, 2009 Big Bazaar launched "The Great Exchange Offer", through with the customers can exchange their old goods in for Big Bazaar coupons. Later, consumers can redeem these coupons for brand new goods across the nation.[8]

Future Plans of BIG BAZAAR

Recently they are interested to expand their retail business in Mysore and along with that they are interested to establish two retail outlets in Gulbarga District.

Big Bazaar plans 300 stores by 2012-13

Kishore Biyani-promoted Future Group's retail chain Big Bazaar is planning to have 300 hypermarkets in the country by 2010-11. The company is also mulling to increase its annual turnover to Rs 13,000 crore by 2010-11, up from Rs 3,600 crore last fiscal on the back of its expansion.

"We started with our first store in October 2001 and have now crossed the hundred mark with three stores opened today in Pune, Cut tack and Delhi. Our plan is to increase the number of our stores to 300 by end of the 2010-11 fiscal," Big Bazaar Chief Executive Officer Rajan Malhotra Said..

ORGANISATION STRUCTURE

President

Vice president

Marketing Manager

HR Manager

Category Manager

Finance Manager

Operation Manager

Marketing HEAD

HR HEAD

Category HEAD

Finance HEAD

Operation HEAD

STORE STRUCTURE

STORE MANAGER

DEPERTMENT MANAGER

MARKETING MANAGER

HR MANAGER

ASSIS.DEPER. MANAGER

CSD

VIDUAL MARCHANDISIN G

ASSIS.DEPER. MANAGER

CASHIER

CSD

ADMINISTRATIOR

TEAM LEADER SECURITY MAINTANANCE

ASSIS.DEPER. MANAGER

MARKETING STRATEGY OF BIG BAZAAR

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. 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. Big Bazaar has special schemes all around the year. They keep on promoting products by having special display of products. Sampling and testing of many products is available in store. Many small companies even launch their products through Big Bazaar. There are many schemes by various companies which are available in Big Bazaar only. Big bazaar also provides consumer durables on Low EMI and interest free installments also. Big Bazaar operates at 3 levels Super market, Hypermarket and Express stores. Express stores are running in high traffic areas too. It stared in developing areas to take advantage of Real estate Boom. Big Bazaar has changed the face of Indian consumer market a lot by giving consumer a lot of alternatives to choose from.

BOON TO INDIA Big Bazaar proved to be a boon for the Great Indian Middle Class. It was started as a hyper market format in Mumbai with approximately 50, 000 sqft. of space. Its values and missions are to be the best in value retailing by providing the cheapest prices and hence goes the tag line Isse sasta aur achcha kahi nai. It sells a variety of merchandise at affordable rates, the prices of which it claims are the lowest in the city. Usually the items are clubbed together for offers as on the lines of WALMART. Never will one find Big Bazaar without any offers and that is the main reason for Big Bazaar grand success. This is because Big Bazaar has understood the buying behavior of the Indian consumers and accordingly planned its strategies to cater to the needs and wants of the Indian buyers. Big Bazaar currently operates out of 64 stores and top 15 stores register a cumulative footfall of 24 lakhs a month on an average. On successful completion of ten years in Indian retail industry, in 2012, Big Bazaar has come up a new logo with a new tag line: Naye India Ka Bazaar. VISSION TO EMERGE AS THE BEST AND THE MOST PROFITABLE RETAILER IN INDIA MISSION "TO SPEARHED HIS COMPANY TO BE THE FINEST AND THE MOST PREFERRED CHAIN IN RETAILING

VISHAL MEGA MART

Vishal Mega Mart What started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is today a conglomerate encompassing 183 showrooms in 24 states / 110 cities .Indias first hyper-market has also been opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts of the single largest collection of goods and commodities sold under one roof in India. The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr.Ram Chandra Agarwal . The group had a turnover of Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007.

The groups prime focus is on retailing. The Vishal stores offer affordable family fashion at prices to suit every pocket. The groups philosophy is integration and towards this end has initiated backward integration in the field of high fashion by setting up a state of the art manufacturing facility to support its retail endeavors. Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price ranges. The showrooms have over 70,000 products range which fulfills all your household needs, and can be catered to under one roof. It is covering about 29, 90, 146 sq. ft. in 24 states across India. Each store gives you international

quality goods and prices hard to match. The cost benefits that is derived from the large central purchase of goods and services is passed on to the consumer.

The groups philosophy is integration and towards this end has initiated backward integration in the field of high fashion by setting up a state of the art manufacturing facility to support its retail endeavors. Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price ranges. The showrooms have over 70,000 products range which fulfills all your household needs, and can be catered to under one roof. It is covering about 29, 90, 146 sq. ft. in 24 states across India. Each store gives you international quality goods and prices hard to match. The cost benefits that is derived from the large central purchase of goods and services is passed on to the consumer.

There are three classes of consumers the lower class is restricted only to unorganized retail, upper class consumers are limited and scattered. According to the Vishal Retailing Strategy, they are targeting middle class as it is the largest consumer base in India and can be sold off then in large volumes because with the increasing purchasing power the middle class is shifting towards organized retail.

The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr.Ram Chandra Agarwal . The group had a turnover of Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007.

Investment Rational

Vishal Retail sells ready-made apparels (including its ownBrands) and wide range of household merchandise and other Consumer goods such as footwear, toys, watches, toiletries, groceryitems, sports items, crockery, gift and novelties.Vishal is value Retail Company catering to middle and lower middle income groups.As Apparel segment contributes 63 percent; it has plans tofocus more on FMCG.To reduce cost, Vishal does in-house production of apparels,Procurement of goods directly procurement of goods from thesmall and medium size vendors and manufacturers.Efficient Logistics and distribution system along withCustomized product mix at stores depending on the regionalcustomer behavior and preferences.Plans of penetrating deeper into Tier 1 and Tier 2 cities to bank uponearly mover advantage, where organized retail is yet to make asignificant mark, which will help establish and build customer loyalty prior to other players. Higher margins of around 5-6 percent in private labels which accountfor 10 percent of sales in FY07.

Future Prospective

Vishal Retail Ltd has declared that the company has opened four new Showrooms at different localities.The company has opened a store at Shree Ram Palace, Main Delhi Road, Meerut. This is the companys second store in Meerut spreading across an area of 3,600 Sq. ft. (Approx).The company opened a store at Nauchandi Garh Road, Meerut commonly called Dreams, Opp. Samrat Heavens, Meerut. This is the companys third store in Meerut covering up an area of 12,000 Sq. ft.The company has opened a showroom at Enclave, Near BSNL Office,Ranipur More, Haridwar. This is the companys first store in Haridwar spreading across an area of

9,545 Sq. ft. (Approx).The company opened its store at Arcade, Plot No. 56-58, Dumas Road, Piplad, Surat. This is companys second store in Surat spreadingacross an area of 38,000 Sq. Ft (Approx).

Vishal Retail Limited is an India-based retail company. It was established in 1986. It was formerly called Vishal Retail Private Limited and changed its name to Vishal Retail Limited in 2006.The company is based in New Delhi, India.As of August 8, 2007, the company operated 53 retail stores, including two stores that are operated by its franchisees. It sells ready made clothes, and a variety of household merchandise and other consumer goods, including toys, footwear, toiletries, sports items, watches,grocery items, crockery, novelties and gifts.

Today, the stock is hovering around Rs 724 on the Bombay Stock Exchange. Vishal Retail has seen a 52-week high of 812 and low of Rs423.

Product of Vishal mega mart:

Garment Department

Overview: Product lines and the quality of the products in the Garment Section are basically for the medium and average grade income level people and price range in this section is averagely lies between Rs.250 to 600. Gifts Department

Overview: Product lines and the quality of the products in the Gifts Section are basically for the high and medium grade income level people and price range in this section is averagely lies between Rs.500 to 800.

Findings: In the gifts section we have found that stock of gift items is very low and also products categories are not focusing to low grade income level customers and the gifts department is referred to high class products.

Music Department Overview: Music section consist of Music CDs, Game CD & DVDs and also Movie DVDs. Product lines and the quality of the products in the Music Section are basically for the high and medium grade income level people and price range in this section is averagely lies between Rs.150 to 500.

THE POPULAR BRANDS OF VISHAL MEGA MART ARE:Zeppelin Fizzy Babe Jasmine Zero Degree Paranoia : : : : : Mens Shirts & Trousers Ladies & Kids Girls Mens Shirts & Trousers Ladies & Kids Girls Mens Trousers Kids Boys Mens Shirts & T-Shirts

Kitaan Studio : Blues & Khakis:

Soil

: :

Mens Shirts Mens Shirts Mens Trousers & Bermudas Mens Shirts, T-Shirts, Under Garments.

Chlorine : Massa Bay Fume :

ORGANISATION STRUCTURE

President

Vice president

Marketing Manager

HR Manager

Category Manager

Finance Manager

Operation Manager

Marketing HEAD

HR HEAD

Category HEAD

Finance HEAD

Operation HEAD

STORE STRUCTURE

STORE MANAGER

DEPERTMENT MANAGER

MARKETING MANAGER

HR MANAGER

ASSIS.DEPER. MANAGER

CSD

VIDUAL MARCHANDISIN G

ASSIS.DEPER. MANAGER

CASHIER

CSD

ADMINISTRATIOR

TEAM LEADER SECURITY MAINTANANCE

ASSIS.DEPER. MANAGER

MARKETING STRATEGY OF VISHAL MEGA MART

Product Vishal Mega Mart offers a wide range of products which starts from apparels to food items, footwear to home furnishing, crockery to sport items, child care products to toys, watches, drinks etc. There are many in house brands promoted by Vishal Mega Mart. In pursuance of their business plan to diversify their portfolio of offerings, FMCG products play a key role. FMCG products are usually meant to fulfill the daily needs of consumers and therefore, VRPL believe retailing of FMCG products will bring customers to their stores on a frequent basis and this may in-turn lead to consumption of their apparels. VRPL have a number of private labels for apparels such as Zepplin, Paranoia, Chlorine, Kitaan Studio, Famenne, Fleurier Women and Roseau.

Price Vishal Mega Mart promises its consumers the lowest available price. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is used as promotional tool. Vishal Mega Martalso caters on Special Event Pricing (Close to Diwali, Christmas, New Year etc.). Selling combo packs and offering discount to customers. The combo-packs add value to customer. Through Bundling, they also reduced the price of the products. In addition to VRPLs strategy to continue procurement of goods from small and medium size vendors and manufacturers which leads to cost efficiencies, VRPL intend to procure FMCG and apparels from low-cost production centers located outside India. Towards this objective, VRPLs propose to increase their procurement of finished and semi-finished goods from China and thereby realize economies of scale and passion the benefits so accrued to their customers. The efforts of VRPLs retail business are targeted towards families having total income which can be classified under the lower middle and middle income groups. VRPL follow uniform pricing policy across their stores in respect

of Private labels and non-branded products sold by them. This enhances brand loyalty, encourages customer confidence and results in operational convenience. In relation to the other products , the prices may vary between stores on account of state-specific taxation and vendor policies.

Place Vishal Mega Mart stores are located in 110 cities with more than 180 outlets. Vishal Mega Marthas presence in almost all the major Indian cities. They are aggressive on their expansion plans.VRPL intend to increase their penetration in the country by setting up new stores in cities where they already have presence, as also entering into new areas in the country. In particular, they intend to focus on expansion in Tier II and Tier III cities. VRPL target locations with good infrastructural facilities such as easy accessibility, provision for water, electricity, parking,security and other basic amenities. Promotion Advertising has played a crucial role in building of the brand. Vishal Mega Mart advertisements are mainly seen in print media i.e. newspapers, Television with Tina Parekh as there in advertisement, and sometime road-side bill-boards. VRPLs category management system issued to plan promotional schemes. They launch promotional schemes weekly. Apart from general sales promotion, the category manager formulates promotional plans for slow movers. In addition, to promote sales, they focus on layout of the stores and positioning, presentation and display of merchandise, in order to appeal to the customer. In addition, VRPL have introduced, in association with SBI Cards & Payment Services Private Limited, a co-branded credit card. VRPLs propose to continuously undertake such initiatives to increase the satisfaction of their customers. Some of the features of the co-branded card include Rs 250discount voucher on signing up for the card and a process by which the cardholder earns five reward points on every Rs 100 spent. A cardholder accumulates points on the basis of purchases made and the points accumulated can be redeemed for gifts or purchases. In September 2005, VRPL entered into a long term advertising agreement with Bennett, Coleman& Company Limited (BCCL). Under the agreement, they are entitled to fixed discounts for their advertisement in print publications of BCCL for a period of five years from the date of

the agreement. In addition, BCCL would also act as a facilitator for other print and nonprint media of the Times Group i.e. internet, radio and television or any other new medium launched during the tenancy of the agreement. As a part consideration, VRPL had issued 1,670,605 Equity Shares of Rs. 10 each and 384,190 Preference Shares of Rs.146 each amounting to an aggregate of Rs. 300 million

MISSION We shall deliver everything, everywhere, every time for every Consumer in the most profitable manner.

VISION 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.

REVIEW OF LITERATURE

REVIEW OF LITERATURE

RELATED CASE STUDY: A lot of case studies have been done before on this topic and its different aspects as my focus is on leading towards success through the low cost strategy which is followed by big bazaar, one of them is described below:

BUILDING BRAND THROUGH CHALLENGE:

In 2001, PRIL opened its first 'Big Bazaar,' a 30,000 square feet store in Kolkata. The major USP of the 'Big Bazaar,' store was low pricing. These stores offered the best price proposition to customers. As part of this, the stores focused less on branded items and more on unbranded products with the same quality as branded ones, at a much cheaper rate. Commenting on this, Biyani said, "We are not in the business of selling ambience, but in the business of giving the best possible deals to our consumers."... The first Food Bazaar was set up in Lower Parel in suburban Mumbai in 2001. Food Bazaars represent PRIL's foray into yet another value retailing business, focusing on food and grocery products. These stores were designed based on PRIL's understanding of the emotional and rational needs of Indian housewives... The tremendous success of the 'Pantaloons,' 'Big Bazaar' and 'Food Bazaar' retailing formats, easily made PRIL, the #1 retailer in India by the early 2004, in terms of turnover and retail area occupied by its outlets. In the fiscal year ended June 30, 2003, PRIL increased its retail area by 66% to 586,000 sq. ft and reported revenues of Rs 4.45 billion, a 56% increase over fiscal

2002. Its net profits rose by 63% to Rs. 114.1 million in fiscal 2002-03, over the previous year. Big Bazaar has positioned itself as a value for money proposition for Indian family retail store. They wanted to promote Big Bazaar as a retail store which gives its customers maximum advantage over other retail stores by catering to all their needs budget wise and income level wise. Sabse Saste 3 Din (the cheapest 3 days) brain child of Mr. Sadashiv Nayak, President Big Bazaar and Rajan Malhotra, President - Strategy and Convergence, Big Bazaar, believe that Consumers are always looking for best value for their money. Big Bazaar's Sabse Saste 3 Din is a great opportunity for them to save money and gets best products at the best possible prices. These three days have come to truly signify freedom from high prices for consumers in the country. Maha Bachat ( save money) was introduced five years back ( in the year 2006 ) and it is still running very successfully. It is known as one of Indias mega shopping campaign. Continuing its efforts to provide the best shopping deals and savings to Indian consumers, Big Bazaar is always set to make Republic Day and Independence Days shopping, truly memorable, with rock bottom prices, best possible discounts and mega offers. Apart from the flagship Big Bazaar and Food Bazaar stores, other future group retail formats like Furniture Bazaar, Electronic Bazaar, Depot, and Home Bazaar stores are also a part of this mega campaign. From daily household needs of food and grocery to apparels,

DISCOUNTS MALL LOCAL STORES

Knight Ridder Tribune Business News. Washington: Jul 29, 2009. pg. 1

ABSTRACT (SUMMARY) An ET survey on the retail market shows that retail chains such as Big Bazaar and Vishal Mega Mart are offering attractive schemes and selling products at cheaper rates. For instance a kg of bottled Maggi tomato ketchup costs Rs 74 at Big Bazaar as against a

maximum retail price of Rs 84, which a mom-and-pop store would charge. Also one can buy a two litre bottle of Sprite for Rs 38 at Vishal Mega Mart instead of paying a market price of Rs 42 at a local store.

VISHAL RETAIL TO EXPAND TO 5 CITIES

Business line. Chennai: Jun 24, 2009. pg. 1

ABSTRACT (SUMMARY) The company inaugurated its first mall in [Pune], its first in the western region. Mr Ramchandra Agarwal, Managing Director, said the company would expand to cities such as Chandigarh, Ghaziabad, Patiala, Surat and Meerut. Located at the KPCT Towers building at Fatima Nagar, the Vishal Mega Mart will give Pune an experience of the latest in the world of fashion and trends. The 22,000-square-feet second floor has supermarket, music stores, household items, home appliances, car accessories, stationery, travel accessories, footwear, hardware accessories and electrical appliances.

VISHAL RETAIL SETS UP SHOP IN MUMBAI Knight Ridder Tribune Business News. Washington: Jul 21, 2010. pg. 1 ABSTRACT (SUMMARY) Vishal's prices are roughly 15 to 20 percent less than other mass market garment labels. Vishal Mega Mart promises to deliver all the shopping needs of the customers in Mumbai. The store has been designed and planned to give a unique shopping experience

to all its customers. The company aims at offering the customers a portfolio of products at bargain prices.

RESEARCH METHODOLOGY

STATEMENT OF PROBLEM

OBJECTIVES: MAIN OBJECTIVE To do comparative study on the influences of Advertising and Sales promotion on the sales of Big Bazaar and Vishal Mega Mart. SECONDARY OBJECTIVESTo find the most effective tool of Sales promotion technique to entice customers used by Retail businesses. To study various advertising and sales promotion techniques used by Big Bazaar and Vishal Mega Mart. To find out the influence of Advertising and Sales promotion on the sales of Big Bazaar and Vishal Mega Mart.

RESEARCH METHODOLOGY

RESEARCH DESIGN DESCRIPTIVE RESEARCH- Descriptive research includes surveys and facts findings enquiries of different kinds. The major purpose of Descriptive research is the description of the state of affairs, as it exists at present. It provides the data about the population or universe being studied. Descriptive research is used when the objective is to provide a systematic description that is as factual as accurate possible. In this project we have to find whether Advertising and sales promotion influences the sales of the Big Bazaar and Vishal Mega Mart, therefore our research is descriptive. SAMPLE SIZE- The sample size that we have taken is 50 units, out of which the number of males and females were as followsMale-28 in number Female- 22 in number SAMPLE AREA- Since the research is on Retail Industry so the sample area that is covered is as followsPRIMARY AREA Areas near the malls. SECONDARY AREA- Areas of Ludhiana. SAMPLE DESIGN- Simple random method SOURCES OF DATA COLLECTION- Data collected in this project is both collected both from both primary and secondary sources of data collection which are as followsPRIMARY DATA - Interview, Questionnaire SECONDARY DATA - Internet, Magazines, Books, News Paper etc

LIMITATIONS OF STUDY

Although it would have been nice to conduct a perfect research study, but this study is conducted under certain limitations, which were faced while doing this research. So it is highly recommended to consider these limitations while going through the project study.

These limitations are as follows: 1. LIMITATION OF DATA

The statistical data regarding the city was not available to us on secondary source of data and to generate such data on the primary source was a task, which cannot be achieved in such a short time.

2. LIMITATION OF TIME
The limitation of time was another constraint in the study as the study had to be conducted in few months therefore many aspects have been left unexplored. Locating the target customers is very time consuming. Research period is not just much enough to know fully about the Price strategies & consumers perception about BIG BAZAAR and VISHAL MEGA MART.

3. INHIBITIONS OF THE RESPONDENTS

The respondents did not reply the question with precision as they were busy with their own work or they were not interested in taking part in such a research. Employees sometimes feel hesitated while telling about their view about their marketing strategies.

Other Limitations are:-

Sample size is limited due to the limited period allocated for the survey. Getting accurate responses from the respondents due to their inherent problem is

difficult. They may be partial or refuse to cooperate.

Respondents may not be interested to give the data. Sometime respondents are not taking interest in such type of surveys therefore there

is chance that they might be giving wrong information. The respondents are free from all barriers so he/she can give his/her opinion which

may not be true in many occasions.

ANALYSIS AND INTERPRETATION

ANALYSIS AND INTERPRETATION

Frequency to visit market for shopping Frequency Daily Twice a week Fortnightly Monthly Total 5 20 11 14 50 Percent 10.0 40.0 23.0 27.0 100.0

Like shopping during sales promotion offers

Frequency Highly agree Agree Not sure Disagree Total 12 28 8 2 50

Percent 24.0 57.0 15.0 4.0 100.0

Most attractive sales promotion offers

Frequency Discount sales Buy 1 get 1 free Free gifts Exchange offers Loyalty programe Games and contests Total 26 10 9 3 1 1 50

Percent 53.0 19.0 17.0 6.0 2.0 3.0 100.0

Visit to Big Bazaar

Frequency Yes No Cant Say Total 40 9 1 50

Percent 80.0 19.0 1.0 100.0

Frequency to visit Big Bazaar

Frequency Weekly Fortnightly Monthly Sometimes Total System Total 7 5 14 15 42 8 50

Percent 14.0 11.0 28.0 30.0 83.0 17.0 100.0

Visit to Vishal Mega Mart

Frequency Yes No Other Total 35 10 5 50

Percent 70.0 19.0 11.0 100.0

Frequency to visit Vishal Mega Mart

Frequency Weekly Fortnightly Monthly Sometimes Total System Total 7 8 12 15 42 8 50

Percent 14.0 16.0 24.0 30.0 84.0 16.0 100.0

Recall of biggest advertising campaign of Big Bazaar

Frequency Yes No Cant Say Total 14 35 1 100

Percent 28.0 70.0 2.0 100.0

Recall of biggest advertising campaign of Vishal Mega Mart

Frequency Yes No Cant Say Total 30 19 1 100

Percent 60.0 38.0 2.0 100.0

Preference for shopping rank wise at big bazaar

Frequency Very poor Poor Average Good Very good Total System Total 6 5 8 10 20 49 1 50

Percent 12.0 10.0 16.0 20.0 40.0 98.0 2.0 100.0

Preference for shopping rank wise at Vishal Mega Mart

Frequency Very poor Poor Average Good Very good Total System Total 5 4 5 15 20 49 1 50

Percent 10.0 8.0 10.0 30.0 40.0 98.0 2.0 100.0

FINDINGS AND CONCLUSION

FINDINGS AND CONCLUSION

Frequency to visit market for shopping FINDING -Maximum people that are 40% like to visit market twice a week, 27 % of the people prefer to visit monthly, 23% of people visit fortnightly and very little percentage that is 10% like to visit daily to the market

Like shopping during sales promotion offers FINDING- Sales promotion is very effective tool to entice people for shopping as great number of people that is more than 50% agree that they like to shop during various sales promotions

Most attractive sales promotion offers

FINDING- Among the various sales promotions offered by the Big Bazaar discount sales is the most preferred sales promotion by the customers. Around more than 50%of the people like to shop during discount sales.

Visit to Big Bazaar FINDING- Around 80% of people visit to Big Bazaar out of the 50 people surveyed.

Frequency to visit Big Bazaar FINDING-Maximum people visit sometimes to big bazaar, that less than monthly though the difference between the people who visit monthly and who visit sometimes is very insignificant.

Visit to Vishal Mega Mart FINDING- Around 70% of people visit to Vishal Mega Mart out of the 50 people surveyed.

Frequency to visit Vishal Mega Mart FINDING-Maximum people visit sometimes to Vishal Mega Mart, that less than monthly though the difference between the people who visit monthly and who visit sometimes is very insignificant.

Recall of biggest advertising campaign of Big Bazaar FINDINGSAmong the 50 respondents 70% were not able to recall its latest largest

advertising campaign ,which means that Big Bazaar is very weak at its advertising ,it has to increase its reach through all kinds of media not only during its sales promotion campaigns but also through out the year.

Recall of biggest advertising campaign of Vishal Mega Mart FINDINGSBig Bazar. Among the 50 respondents 60% were able to recall its latest largest advertising

campaign, which means that Vishal mega mart is very Strong at its advertising as compared to

Preference for shopping rank wise at big bazaar FINDING-Consumers prefer Big Bazaar for shopping; around 41% people rate it as very good for shopping.

Preference for shopping rank wise at Vishal Mega Mart

FINDING-Consumers prefer Big Bazaar most for shopping; around 51% people rate it as very good for shopping which is more than that of big bazaar

RECOMMENDATIONS

1. Big Bazaar should increase its aisle area for more convenient shopping to its customers to compete with Vishal Mega Mart.

2. It should improve its ambience as its closest competitors are having edge over it on this parameter.

3. Big Bazaar should have more of cash counters so that people does not have to stand in long queue in order to get billing.

4. Vishal Mega Mart should work on its advertising, though it is known for its creative advertising but the message should reach to each of the target customer so should use more rigorous use of all types of media.

5. It should change its Tagline which gives the same message but is still easily distinguishable, as most of its competitors are having almost similar tag lines that creates jargon for customer.

6. It can convert shopping in to a great experience by playing some good music.

7. Big Bazaar has to improve its quality of products especially in apparels.

8.

Vishal Mega Mart also has to improve its quality of products especially in apparels.

a. I

made my best efforts in conducting the research but might have lacked

somewhere because of lack of expertise in conducting such survey based researches.

BIBLIOGRAPHY

WEB LINKS http://www.media4exchange.com/ http://www.wark.com/ http://www.ibef.org/ http://www.economicstimes.com/ http://www.bigbazaar.com/ http://www.etretailbiz.com/ http://www.magportal.com/ http://www.retailindustry.about.com/ http://www.adpunch.com/

 http://www.hindubusinessline.com/

BOOKS REFERED

Belch. E. George and Belch. A. Michael, Advertising and Promotion Sixth Edition, Tata McGraw Hill. Kotler Philip, Marketing management Eleventh Edition, Pearson Education. Beri G.C.,Marketing Research Third Edition, Tata McGraw Hill.

QUESTIONNAIRE

Questionnaire on Marketing Strategies (Advertising and Sales promotion) of Big bazaar and Vishal Mega Mart. Date------------Q. No. -------------Centre------------Non -Users Dear Sir /Madam

i are doing a brief survey to find the effect of Advertising and Sales promotion on sales of Big Bazaar and Vishal Mega Mart. We would be grateful if you spare few minutes and participate in it. Thank you for your cooperation.

1. How often do you visit market for shopping? Daily Twice a week Fortnightly Monthly

2. You like to shopping during various sales promotion offers ? Highly agree Agree Not sure Disagree Highly Disagree

3. Which type of Sales promotion offers you find most attractive? Discount sales Buy 1 get 1 free Free gifts Exchange offers Loyalty Program Games and Contests Others, Specify__________________________________ 4. Do you visit Big Bazaar for shopping?

Yes

No

If yes then how often? Weekly Sometimes Fortnightly Monthly

3. Do you visit Vishal Mega Mart for shopping? Yes No

If yes then how often? Weekly Sometimes Fortnightly Monthly

4. What are the things that induce you for shopping in? Rank according to preference on scale of 1 to 5 (1= Very Poor, 5= Very Good) ATTRIBUTES LOW PRICE SALES OFFERS PROMOTION Big Bazaar Vishal Mega Mart

QUALITY IN AMBIENCE INNOVATIVE ADVERTISING

ESSENCE NESS

OF

INDIAN IN

CONVINIENCE SHOPPING

5.Can you recall the biggest advertising campaign of Big Bazaar? Yes No

If yes then specify _______________________________________

6. Can you recall the biggest advertising campaign of Vishal Mega Mart? Yes No

If yes then specify _______________________________________

7.Given a choice for shopping, where would you like to go? Rank according to preference on scale of 1 to 5 (1= Very Poor, 5= Very Good) BIG BAZAAR SPENCER SUBHIKSHA SALASAR VISHAL MEGA MART

8. What is combination of colors in logo of Big Bazaar? Red and White

Blue and Green Orange and Blue Black and White

9. What is color in logo of Vishal Mega Mart? Red Blue Orange Black

10. Do you feel the same comfort while shopping in Big Bazaar/Vishal Mega Mart even during the MAHA Yes No SALE OFFERS also? Not sure

11.What is the Tag line of Big Bazaar? ______________________________________

12. What is the Tag line of Vishal Mega Mart? ______________________________________

13.Can you suggest something that Big Bazaar or Vishal Mega Mart can do to improve its services? ____________________________________________________________ ___________________________________________________________

DEMOGRAPHICS Name ______________________ GenderMale Age Group16-25 Years Occupation Student Income (per annum) Less than 2.5 Lakhs 2.5- 4.5 Lakhs More than 4.5 Lakhs Business Service Others 25-35 Years 35-above Female