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Acknowledgement

The project of this magnitude would not have been completed singly. Firstly I want to give my hearty thanks to all mighty who made the world and me also. There are many other people without whom the completion of the project would not have been possible. Some have contributed towards this directly while other have provided indirectly. It gives me immense pleasure to thank Mr. Jitendra Mishra (Store Manager) and Mr. Pramod (HR) for providing me training in his reputed organization and giving me a chance to have the experience of actual retail operations. I am indebted to Ms. Madhavi Mishra AIeMS for her guidance and cooperation in completing this project. Last but not the least I would like to convey my heartiest gratitude to all Members of big bazaar who helped a lot.

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PART-A EXECUTIVE SUMMARY

Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The companies are fighting to win the hearts of customer who is God said by the business tycoons. There is always a first mover advantage in an upcoming sector. In India, that advantage goes to big bazaar. It has brought about many changes in the buying habits of people. It has created formats, which provide all items under one roof at low rates, or so it claims. In this project, we will study its Inventory management system and vendor relationship. The research titled A Study on effectiveness of marketing mix towards big bazaar at big bazaar Banashankari, Bangalore helps me to understand the present Marketing Strategy system which is responsible for fulfilling the demand of customer at big bazaar. This study will helpful to top level management to improve the present Marketing Mix at big bazaar. The research was carried out as per the steps of Marketing Research. The well supportive objectives were set for the study. To meet the objectives primary research was undertaken. The data collection approach adopted was survey research. The target respondents were the customers of big bazaar, with the sample size of 50 for the study of Marketing Mix. Tables & charts were used to translate responses into meaningful information to get the most out of the collected data Based on those the inferences have been drawn with peer supportive data.

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1) INDUSTRY PROFILE
Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 10 million square feet of retail space, has over 1000 stores across 61 cities in India and employs over 30,000 people. The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, Star and Sitara. The company also operates an online portal, futurebazaar.com. A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home solutions store, Collection , selling home furniture products and E-Zone focused on catering to the consumer electronics segment. Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the USbased National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space. Pantaloon is not just an organization - it is an institution, a centre of learning & development. We believe that knowledge is the only weapon at our disposal and our quest for it is focused, systematic and unwavering. Over the years, the company has accelerated growth through its ability to lead change. A number of its pioneering concepts have now emerged as industry standards. For instance, the company integrated backwards into garment manufacturing even as it expanded its retail presence at the front end, well before any other Indian retail company attempted this. It was the first to introduce the concept of the retail departmental store for the entire family through Pantaloons in 1997. The company was the first to launch a hypermarket in India with Big Bazaar, a large discount store that it commissioned in Kolkata in October 2001. And the company introduced the country to the Food Bazaar, a unique 'bazaar' within a hypermarket, which was launched in July 2002 in Mumbai. Embracing our leadership value, the company launched all in July 2005 in Mumbai, making us the first retailer in India to open a fashion store for plus size men and women. Today Pantaloon is the fastest growing retail company in India. The number of stores is going to increase many folds year on year along with the new formats coming up. Their courage is to dream and to turn their dreams into reality that change peoples lives, is their biggest advantage.

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

2) COMPANY PROFILE Big Bazaar


Big Bazaar is the largest hypermarket chain in India. As of June 2, 2012 there are 214 stores across 90 cities and towns in India covering around 16 million sq.ft. at 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 stores are aimed at providing a local marketplace feel to the shoppers. They offer a wide variety of household items including retail apparels, food products, general merchandise, furniture, electronics, books, fast food, etc. Several stores also have leisure and entertainment sections. The hypermarket chain crossed the 100 store mark in 2008

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Big Bazaar
Type Founded Headquarters Industry Products Owner Parent Slogan Subsidiary of Pantaloon Group 2001 Jogeshwari, Mumbai, India Retail Department store, Grocery store Kishore Biyani Pantaloon Group Is se sasta aur accha kahin nahin

Website

http://www.pantaloon.com/bigbazaar.htm

2.1) Background and inception of the company


2001 Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and Hyderabad. 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

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2003 Big Bazaar enters Tier II cities with the launch of the store in Nagpur Big Bazaar welcomes its 10 million customer at its new store in Gurgaon 2004 Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar awarded the countrys most admired retailer award in value retailing and food retailing segment at the India Retail Forum A day before Diwali, the store becomes the first to touch Rs 10 million turnover on a single day 2005 Initiates the implementation of SAP and pilots a RFID project at its central warehouse in Tarapur Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers to exchange household junk at Big Bazaar Electronic Bazaar and Furniture Bazaar are launched Big Bazaar and ICICI Bank launched ICICI Bank-Big Bazaar Gold credit card program to reward its loyal customers. 2006 Mohan Jadhav sets a national record at Big Bazaar Sangli with Rs 1, 37,367 shopping bill. The Sangli farmer becomes Big Bazaars largest ever customer. Big Bazaar launches Shakti, Indias first credit card program tailored for housewives Navaras the jewellery store launched within Big Bazaar stores 2007 The 50th Big Bazaar store is launched in Kanpur Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping portal Big Bazaar initiates the "Power of One" campaign to help raise funds for the Save The Children India Fund Pantaloon Retail wins the International Retailer of the Year at US-based National Retail Federation convention in New York and Emerging Retailer of the Year award at the World Retail Congress held in Barcelona. 2008

Big Bazaar becomes the fastest growing hypermarket format in the world with the launch of its 101st store within 7 years of launch Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar Big Bazaar joins the league of Indias Business Super brands. It is voted among the top ten service brands in the country in the latest Pitch-IMRB international survey
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Big Bazaar initiated the Mega Saving "Monthly Bachat Bazaar" campaign, to provide exceptional deals on groceries and food items during the first week of every month. 2009 Big Bazaar opens its second store in Assam at Tinsukia Big Bazaar initiates Maha Annasantarpane program at its stores in South India a unique initiative to offer meals to visitors and support local social organizations Big Bazaar captures almost one-third share in food and grocery products sold through modern retail in India Mahendra Singh Dhoni and Asin, youth icons of India, were chosen as the brand ambassadors of Big Bazaar Big Bazaar announced the launch of 'The Great Exchange Offer' Formed a joint venture with Hidesign to launch Holii, a new brand of handbags, laptop bags and other accessories. 2010 Future Value Retail Limited is formed as a specialized subsidiary to spearhead the groups value retail business through Big Bazaar, Food Bazaar and other formats. Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. Adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop Big Bazaar connects over 30,000 small and medium Indian manufacturers and entrepreneurs with around 200 million customers visiting its stores Big Bazaar opens its third store in Kanpur at Z Square Mall Big Bazaar opens its fourth store in Kanpur at Jajmau which is the largest leather tannery garrison of Asia Vidya Balan was chosen as the brand ambassador of Big Bazaar's Price Challenge exercise Ranked 6 among the Top 50 Service Brands in India. 2011

Big Bazaar forays into the rural wholesale and distribution business through Aadhaar Wholesale store at Kalo. Gujrat.. Big Bazaar has come up a new logo with a new tag line: Naye India Ka Bazaar. 200th store opened in India Future Group has launched its latest venture, Food hall a premium food destination across 10 metros in India For the convenience of the online customers, Big Bazaar has started free shipping on all orders above Rs. 1000 Entered into an agreement with Hindustan Unilever to co-develop and co-brand bakery products, which would be sold exclusively at Big Bazaar stores.

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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 centres. Partnered with Disney to launch "Kidz Cookies", exclusively for kids across India. Big Bazaar is planning to add further value to its retail services by offering Value added services like grinding, de-seeding, vegetables cutting at free of cost.

2.2) Nature of business carried

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2.3) Vision, Mission & Quality GROUP VISION:


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

GROUP MISSION:
We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments for classes and for masses. We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.

CORE VALUES:
Indianness: confidence in ourselves. Leadership: to be a leader, both in thought and business. Respect & Humility: to respect every individual and be humble in our conduct. Introspection: leading to purposeful thinking. Openness: to be open and receptive to new ideas, knowledge and information. Valuing and Nurturing Relationships: to build long term relationships. Simplicity & Positivity: Simplicity and positivity in our thought, business and action. Adaptability: to be flexible and adaptable, to meet challenges. Flow: to respect and understand the universal laws of nature.
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2.4) Product/ Service Profile Big Bazaar store, banashankari Store study with product Level 1:
Departments with their Products: a) Depot: 1) General books 2) Office stationary 3) Children stationary 4) Film VCDs & DVD b) NBD (New Business Development) 1) Watches 2) Fashion Jewelry 3) Sunglasses 4) Auto accessories 5) Car audio systems c) Gold Bazaar: Navaras Gold Jewelry (This is the separate unit not related to Big Bazaar they share profits on percentage basis) d) Mobile Bazaar: 1) All kinds of Handsets ranging from Rs 1000 to !8000 of different companies 2) Mobile accessories 3) Codeless phones & land line phones e) Star Sitara: 1) Cosmetics 2) Fragrances 3) Herbals 4) Pharmaceuticals f) Shringar : 1) Bangles 2) Jewelry sets 3) Bracelets 4) Hair Accessories
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5) Bindies 6) Chins Plastics, Utensils, Crockery (PUC) g) Plastics: 1) Buckets 2) Casseroles 3) Containers 4) Boxes 5) Flasks 6) Bowls 7) Jugs & sippers 8) Bottles & Mugs h) Utensils: 1) Plates, Bowls, Glasses 2) Non stick Cookwares 3) Kitchen tools 4) Tiffin Boxes i) Crockery 1) Crockery cutlery 2) Table Materials / Napkins 3) Casseroles 4) Dinner sets 5) Wine, Juice Glasses j) Luggage: 1) Travel bags 2) Trolleys 3) Bags: Schools, Collage Ladies purse 4) Suitcase Level 2 a) Ladies Department:(SKD) 1) Sarees 2) Dress materials 3) Under garments 4) Nightwears 5) Western wears

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b) Mens Department: 1) Formals (Shirts & Pants) 2) Casuals (Shirts & pants) 3) Party wears 4) Jeans T-Shirts 5) Others Accessories (Lungi Dhoti etc) 6) Fabrics (Cut pieces) 7) Suits & Blazers 8) Levis Signature garments Level 3 a) Furniture Department: 1) Dining Table 2) Bedroom Accessories 3) Hall accessories (Sofa sets, Chairs, Computer table etc) 4) Mattresses b) Footwear Bazaar : 1) Sports Shoes 2) Formal Shoes 3) Casual Shoes 4) Mens Sandals 5) ladies Sandals 6) Ladies Casuals 7) Ladies Chappel 8) Ladies fancy Sleepers 9) ladies Sports shoes c) Home Dcor: 1) Flower vase 2) Artificial Flowers 3) Religious gifts 4) Candle stand 5) Umbrellas 6) Photo Frames 7) Assorted color Stones 8) Frame Paintings 9) Water falls (artificial) 10) Birthday items

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d) Home line: 1) bed sheets, Pillows , bed spreads 2) Towels, Yellow dust 3) Blanket , Carpets, Cushion covers 4) Chair bags e) Toys Dept: 1) Soft toys 2) Educational toys 3) Board games, Action figures 4) Dolls

Kids department f) Boys section: 1) T-Shirts, Trousers, jeans 2) Cotton shirts, Cargo, Codraw 3) Ethic wears 4) Co ordinates 5) Rain cotes g) Girls Section: 1) Ethic wears 2) Co- ordinates 3) Cotton frocks 4) Western wears h) Infants: 1) Jhablas 2) Vests 3) Bibs feedings 4) Bed items 5) Baba suits 6) Frocks Level 4 a) Beverages: 1) Soft drinks 2) Mineral water 3) Juices 4) Health drinks 5) Frozen items
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b) Confectionaries: All kinds of Chocolates & Confectionaries c) Fruits & Vegetables: d) Staples Dept: 1) Dal, Rice, Atta, Rava items 2) Oils, Masala items 3) Dry fruits 4) Spicy items 5) Ready meals 6) Breakfast cereals e) Process Dept: 1) Health drinks 2) Ready to eat 3) Corn flakes, Chips 4) Instant mixes 5) Soups, Bread items, pickle 6) Spreads 7) Non-food Dept f) Home care: 1) Phenyl, Detergents 2) Dish wash, Tissue papers, Scratch 3) Shoe cases, Fresh wrap, g) Personal care: 1) Soaps, tooth paste, Shampoo 2) Deodorants, Body spry 3) Baby food, Talcum powder 4) Mens apparel Level 5 Electronic Bazaar: 1) Televisions 2) Sound System 3) Refrigerators 4) Washing machines 5) Microwave 6) Rice cookers 7) Juicers 8) Irons, Mixers & Grinders
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Apart from other brands the Big Bazaar has products of its own private Brands. Big Bazaar Fashion-Private Label Brands
Big Bazaar has gradually introduced private labels in fashion over the last few years. Every year, new private labels are introduced to increase their share over other brands. Some of the private labels launched include: Ctee A brand of T-shirts with smart lines and remarks, it is targeted at the young and young-atheart. It comes in 3 lines-pink for women; green for pre-teens and blue for men. Knighthood It is the mens formalwear brand with a wide range that includes formal shirts, trousers, cotton trousers and shirts. DJ&Co. India`s cool answer to international labels is positioned for the 20-35 year age group. It targets both men and ladies and the range includes designer denims, casuals, street-wear and campus-wear. DJ&C Sports This is a unisex sportswear range for the age group of 20-40 years. Shatranj The mens ethnic wear range consists of kurtas, kurta pyjama sets and heavy sherwani sets. Srishti The complete ethnic wear range offering a range of traditional designs for ladies, encompasses both salwar kameez sets and mix-n-match/fusion wear. Pink n Blue The kids brand range created to celebrate the spirit of childhood, has the blue range for boys and pink for girls. There is an infant line available as well. Pink n Blue covers the entire apparel needs of kids right across t-shirts, shirts, jeans, trousers, shorts, dresses and ethnicwear/occasion-wear. Spunk This teen-agers brand includes t-shirts, briefs.
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2.5) Area of operation:


Big bazaar is a chain of shopping malls in India currently with 129 outlets, owned by the Pantaloon Group. It works on it the economy model as Wal-Mart and has had considerable success in many Indian cities and small towns. The idea was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd. Big Bazaar stores in Metros have a gaming area and kids play area for entertainment Big bazaar stores are located all over the India. Agra Ahmedabad Allahabad Ambala Asansol Bangalore Bhubaneswar Cuttack Chennai Coimbatore Palakkad Kolkata Delhi Durgapur Ghaziabad Gurgaon Hyderabad
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Indore Lucknow Kanpur Mangalore Mumbai Nagpur Nasik Panipat Pune Rajkot Surat Thane Thiruvananthapuram Vishakhapatnam

2.6) Ownership pattern:


Mr. Kishore Biyani, Managing Director Kishore Biyani is the Chief Executive Officer of Future Group and Managing Director, Pantaloon Retail India Ltd. He started off his entrepreneurial career with manufacturing and distribution of branded mens wear products. In 1987, Kishore Biyani led the groups foray into modern retail with the opening up of the first department store Pantaloons in Kolkata. In 2001, he created and evolved a pan-Indian, class-less model Big Bazaar, a hypermarket chain, followed by Food Bazaar, a supermarket chain, which blended the look, touch and feel of Indian bazaars with western hygiene. This was followed by Central, a first of its kind seamless mall located in the heart of major India

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Mr. Gopikishan Biyani, Wholetime Director Gopikishan Biyani, is a commerce graduate and has more than twenty years of experience in the textile business. Mr. Rakesh Biyani, Wholetime Director Rakesh Biyani, is a commerce graduate and has been actively involved in category management; retail stores operations, IT and exports. He has been instrumental in the implementation of the various new retail formats. Mr. Ved Prakash Arya, Director Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute of Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus. Mr. Shailesh Haribhakti, Independent Director Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and past president of Indian merchant Chambers. He is on the Board of several Public Limited Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1, 1999. Mr. S Doreswamy, Independent Director S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others. Dr. D O Koshy, Independent Director D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute of Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles and garment industry and was instrumental in the setting up of NIFT centres in Delhi, Chennai and Bangalore. He is a renowned consultant specializing in international marketing and apparel retail management. Ms. Anju Poddar, Independent Director Anju Poddar, holds a Bachelor of Engineering from University of Oklahoma and is a Director, NIFT, Hyderabad chapter. She also serves on the board of Maharishi Commerce Ltd and Samay Books Ltd, among others. Ms. Bala Deshpande, Additional Director Bala Deshpande, is Non-Executive Director, ICICI Venture Funds and also serves on the boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Shoppers Stop Ltd, among others.

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Mr. Anil Harish, Independent Director Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM from University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd Bank and Hinduja TMT, among others.

2.7) Competitors information:


The Big Bazaar operates in a competitive environment. For each line of business, they face competition from established national and regional companies. Major Competitors Retailer RPG Retail Piramal's Pantaloon Retail K Raheja Group Tata/ Trent Landmark Group Others Original formats Supermarket (Foodworld) Department Store (Piramyd Megastore) Small format outlets (Shoppe) Department Store (Pantaloon) Department Store (shopper's stop) Specialty Store (Crossword) Department Store (Westside) Department Store (Lifestyle) Later Formats Hypermarket (Spencer's)Specialty Store (Health and Glow) Discount Store (TruMart) Supermarket (Food Bazaar) Hypermarket (Big Bazaar) Mall (Central) Supermarket (TBA) Hypermarket (TBA) Hypermarket (Star India Bazaar) Hypermarket (TBA)

Discount Store (Subhiksha, Margin Free, Apna Bazaar), Supermarket (Nilgiri's), Specialty Electronics

2.9) Achievement / Award:


Most Admired Retailer of the year: Hypermarket Big Bazaar 2009

Indian Retail Forum Awards 2008

The INDIASTAR Award 2008

Retail Asia Pacific 500 Top Awards 2008

Coca-Cola Golden Spoon Awards 2008


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The Reid & Taylor Awards For Retail Excellence 2008

Platinum Trusted Brand Award Images Retail Award 2005,06

CNBC Awaaz Consumer Awards 2009

Images Fashion Forum 2009

National Retail Federation Awards 2007

World Retail Congress Awards 2007

Hewitt Best Employers 2007

PC World Indian Website Awards 2007 Readers Digest Trusted Brands Platinum Awards

2.10) Work flow model (At BIGBAZAAR):


Generally the workflow model at big bazaar starts with customer and ends with customer .depending upon the customers demand big bazaar predict the sale for particular period and order to suppliers. Suppliers get all the goods/product from manufacturer and send to the warehouse of big bazaar, again from ware house it comes to particular store ultimately the goods. Logistic is very important department of big bazaar. It is responsible for procuring the stock of all the products of the different departments. The logistics department receives the goods from the warehouse of big bazaar for the entire south zone is located at hosakot, Karnataka. The logistic department receives the stock of different good and verifies the quantity and quality of the goods received statements which it receives along with the stock. Then it checks for any damages in the stock received. If there is no damage in the stock received. If there is no damage in the stock, after recording it in inword register dispatches the goods to the respective department taking the signature of the department manager. On the other hand
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if there is any damage in the goods or if the goods does not match the detail given in the goods received statement, it entered in the stock out word registered and send it back to the ware house along with goods return note giving full information regarding the reason for turning back the goods and defect or damage in the goods the logistic department on an average to truck load of stock everyday it is the respective department manager who place for an order to zonal category team at the zonal office through email of stock of goods when they feel that stock as been replenished. Logistic department works in co-ordination with all other departments to ensure that the goods are received and maintained properly and continuously for the smooth functioning of big bazaar.
SUPPLIER

WAREHOUSE

ALLOCATION BASED ON DEPARTMENTS D PURCHASE ORDER (FROM ZONE OFFICE)

WARE HOUSE

STORE LOGISTICS

IN WORD PROCESS (REJECT DAMAZED PIECES) ON THE FLOOR WISE

OFFER UPDATION

SELLING TO CUSTOMER

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2.11) Future growth and prospects


Aggressive growth towards Food bazaar Company planned to grow to over 400 FB stores by 2010 and annual revenues Of $1250 million To rent properties from shop owners in exchange of profits generated from store Purchase food grains directly from manufactures To develop private label brands and devote 60 % shelf space to it.

3) The McKinsey 7S model


The McKinsey 7S model was named after a consulting company, McKinsey and Company, which has conducted applied research in business and industry. The McKinsey 7S Framework was created as a recognizable and easily remembered model in business. The seven variables, which the authors term "levers", all begin with the letter "S,: These seven variables include structure, strategy, systems, skills, style, staff and shared values. Structure is defined as the skeleton of the organization or the organizational chart. The authors describe strategy as the plan or course of action in allocating resources to achieve identified goals over time. The systems are the routine processes and procedures followed within the organization. Staffs are described in terms of personnel categories within the organization (e.g. engineers), whereas the skills variable refers to the capabilities of the staff within the organization as a whole. The way in which key managers behave in achieving organizational goals is considered to be the style variable; this variable is thought to encompass the cultural style of the organization. The shared values variable, originally termed super ordinate goals, refers to the significant meanings or guiding concepts that organizational members share.

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McKinseys 7s at BIGBAZAAR: a) STRATEGY:


Strategy is the plan of action an organization prepares in response to, or anticipation of, changes in its external environment. Strategy is differentiated by tactics or operational actions by its nature of being premeditated, well thought through and often practically rehearsed.

b) STRUCTURE:
Organization Structure of the store:

Store Manager

Assistant Store Manager

Dept. Manager

HR Manager Visual Merchandising Asst. HR

Administration

Head Cashier

Asst. DM

Security

Team Leader

Maintenance

Team Members

Marketing Manager

Customer Service Desk

House Keeping

Cashier

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Departmental Managers:
There are 2 departments and 8 assistant department managers in this store like Electronic dept, Depot dept, NBD dept, Mobile Bazaar Dept, Star sitar Dept, PUC Dept, Ladies Dept, Mens Dept, Furniture Dept, Footwear Dept, Home Dcor Dept. Each department will be assigned with targets which have to be achieved within the assigned period that may be of Daily, Weekly, monthly and yearly. Each department has a department Manager & Assist DM. Their job is concerned mainly with sales. They look after customers orders delivery post sale service if any etc. All Dept managers ADM, Team members work under coordination & cooperation.

Administration:
Store administration comes under Store Manager its functions are store maintenance, House Keeping, Security etc.

Information Technology:
This department is responsible for the maintenance of the systems of the stores. All billing machines their functioning networking with the master machine etc. If there is any problem with the machine then this department comes into function.

Cashing Dept:
This department is responsible for the collection of sales amount i.e. cash sales, Credit sales, etc under this department all billing machines of the stores comes. The sales amount collected throughout the day by the cashiers has to be submitted to this department.

Marketing Executive:
This dept is responsible for the marketing of the store in different media like Television, Newspaper, and Holdings etc. the authorized person has to visit different companies and has to look after for tie-ups etc.

Visual Merchandise:
This department is responsible for the product arrangement at the store with respect to their nature. The basic function of this dept is it divides the store into some departments based on the nature of the product and within the department it decides how the products should be arranged by keeping in mind the customer should not suffer.

HR Executive:
Human Resource executive mainly look after employees mainly their problems. This department performs the functions like Recruitment, Selection, Training and development.

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CSD (Customer Service Desk):


This is the separate unit, which is mainly focuses on customer service like if the customer find difficulty in finding any product, Customer complaints any replacement, Customer assistance etc.

c) SYSTEM:
They are wing, many type of procedure for different-different department. Every department carries Asst manager, dept manager, team leader and team member etc. to look after the particular department. Its very easy to handle work and they work in a systematic way. The coordination between the staff member is very good which make the big bazaar system perfect E.g.-Inventory control system at Logistic department, order execution system by Vendor Help Desk etc

d) SKILLS:
They have to be able to understand the customer and proper communicating people and taking corrective action and solving problems like accountability. Core Competence of Big Bazaar Festival type creation, Fight competition (price), Keeping customer busy, and Creating desire Job description and Strength

e) STAFF:
Organizations are made up of humans and it's the people who make the real difference to the success of the organization in the increasingly knowledge-based society. The importance of human resources has thus got the central position in the strategy of the organization, away from the traditional model of capital and land. All leading organizations there are totally 335 employees or staffs. They have out of this, 210 on roll of employees and 35securities, 35 housekeeping and 55 promoters. The coordination between the staff member is good which make the corporate perfect. This also helps the store to work in a better way. Every staff knows there work nicely and they do all the work on time and systematically according to the order of head of department.

f) STYLE:
Style of functioning- MBO (Management by Objective) - a process of agreeing upon objectives within an organization so that management and employees agree to the objectives and understand what they are in the organization.

g) SHARED VALUE
Indianness: confidence in ourselves.
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Leadership: to be a leader, both in thought and business. Respect & Humility: to respect every individual and be humble in our conduct. Introspection: leading to purposeful thinking. Openness: to be open and receptive to new ideas, knowledge and information. Valuing and Nurturing Relationships: to build long term relationships. Simplicity & Positivity: Simplicity and positivity in our thought, business and action. Adaptability: to be flexible and adaptable, to meet challenges. Flow: to respect and understand the universal laws of nature.

4) SWOT analysis
It is an acronym for the internal strength and weakness of affirm and the environmental opportunities and threats facing that firm. It is a technique through which a manager creates a quick overview of a companys strategic situation. So SWOT analysis of BIGBAZAAR is followed:

Strength:
i. Vast range of products under one roof helping in aerating customer and their family to shop together and enjoy the experience. Diversified business operating all over India in various retail formats. Ability to get products from customers at discounted price due to the scale of business. Well Thorough understanding of the needs of Indian consumers. Benefit of being pioneer in the Indian retail industry. Superior quality goods are available at reasonable prices. Fast growing Indian middle class with reasonably good purchasing power.

ii. iii.

iv. v. vi. vii.

Weaknesses:
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i. ii. iii. iv. v. vi.

High cost of operation due to large fixed costs. Specific items are not consistently available. Low incentives are provided to the sales executives. It has Depravity of brands in store. Very thin margin of profit Stiff competition from traditional (unorganized sector)

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

iii. iv. v.

vi. vii.

viii.

Threats:
i. ii. iii. High business risk involved. Lot of competitors coming up to tap the market potential. Margin of business reducing all the time.

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iv. v.

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

vi.

6) Learning Experience
I am very happy to express my practical experience at Big Bazaar. Before going to share my practical feelings regarding project work. I would like to say heartily thanks to AIeMS and Visvesvaraya Technological University. Who have given one of the good opportunity to learn a knowledge in practical environment and along with that I would like to say heartily thanks to company guide Mr. Jitendra Mishra, at big bazaar. I had under gone a glorious 70 days project at Big Bazaar And along with that I had learn a lot of practical things from the corporate world. From this project I came to know that effectiveness of marketing mix towards big bazaar and along with that I had learn how management is responsible for increasing sales and revenue of the company & also I learned the functional department like Human resources, Finance and Marketing. From this project now I came to know that how to carried out business process in systematic manner in the competition level this practical knowledge of project made me toperfect in futu re to stand in any corporate world And Finally I thanks to My Internal guide Ms. Madhvi Mishra and Company guide Mr. Jitendra Mishra.

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PART B GENERAL INTRODUCTION

MARKETING MIX Main Aspects of Marketing Mix:


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

When marketing their products firms need to create a successful mix of: The right product Sold at the right price In the right place Using the most suitable promotion. To create the right marketing mix, businesses have to meet the following conditions: The product has to have the right features - for example, it must look good and work well. The price must be right. Consumer will need to buy in large numbers to produce a healthy profit.
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The goods must be in the right place at the right time. Making sure that the goods arrive when and where they are wanted is an important operation. The target group needs to be made aware of the existence and availability of the product through promotion. Successful promotion helps a firm to spread costs over a larger output.

For example, a company like Kellogg's is constantly developing new breakfast cereals - the product element is the new product itself, getting the price right involves examining customer perceptions and rival products as well as costs of manufacture, promotion involves engaging in a range of promotional activities e.g. competitions, product tasting etc, and place involves using the best possible channels of distribution such as leading supermarket chains. The product is the central point on which marketing energy must focus. Finding out how to make the product, setting up the production line, providing the finance and manufacturing the product are not the responsibility of the marketing function. However, it is concerned with what the product means to the customer. Marketing therefore plays a key role in determining such aspects as: The appearance of the product - in line with the requirements of the market The function of the product - products must address the needs of customers as identified through market research. The product range and how it is used is a function of the marketing mix. The range may be broadened or a brand may be extended for tactical reasons, such as matching competition or catering for seasonal fluctuations. Alternatively, a product may be repositioned to make it more acceptable for a new group of consumers as part of a long-term plan.

1) PRODUCT:
In simpler terms, product includes all features and combination of goods and related services that a company offers to its customers. Product is the most important aspect of marketing mix for manufacturers because products are the market expression of the company's productive capabilities and determine its ability to link with consumers. So product policy and strategy are of prime importance to an enterprise, and product decisions dictate the scope and direction of company activity. Moreover, the market indicators such as profits, sales, image, market share, reputation and stature are also dependent on them. Product: Big Bazaar offers a wide range of products which range from apparels, food, farm products, furniture, child care, toys, etc of various brands like Lee cooper, Allen Solly, Pepsi, Coca- Cola, HUL, ITC, P&G, LG, Samsung, Nokia, HP etc. Big Bazaar also promotes a number of in house brands like: DJ & C Afl knight hoods Sensei Koryo and other brands.
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2) PRICING:
Pricing is basically setting a specific price for a product or service offered. In a simplistic to the concept of price as the amount of money that customers have to pay to obtain the product. Setting a price is not something simple. Normally it has been taken as a general law that a low price will attract more customers. It is not a valid argument as customers do not respond to price alone; they respond to value so a lower price does not necessarily mean expanded sales if the product is not fulfilling the expectation of the customers Generally pricing strategy under marketing mix analysis is divided into two parts: price determination and price administration. Price determination is referred to as the processes and activities employed to arrive at a price for a product including consideration of relative prices of products within the same line, and differences in price for similar products of differing grades and qualities. Price administration is referred to as the activities involved in fitting basic prices to particular sales situations such as geographic locale, functions performed by customers, position of distribution channel members or special sales situations.

PRICING STRATEGY USED BY BIG BAZAAR: a.) Value Pricing (EDLP- Every Day Low Pricing): - Big Bazaar promises
consumers the lowest available price without coupon clipping, waiting for promotions. b.) Promotional Pricing: - Big Bazaar offers financing at low interest rate. The concept of psychological discounting (Rs.49, Rs.99, Rs.199 etc) is also used to attract customers. Big Bazaar also caters on Special Event Pricing (close to Diwali, Durga Pooja). c.) Differentiating Pricing: - Differentiating pricing i.e. difference in rate based on peak and non-peak hours or days of shopping is also a pricing techniques used in Indian retail, which is aggressively used by Big Bazaar. For example, Wednesday Bazaar. d.) Bundling: - It refers to selling combo-packs and offering discount to customers. The combo-packs add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on bundling. Ex: - Good Day family packs at Rs. 60(Price of 1 pack is Rs. 22) 2 kg oil + 5 kg rice + 5 kg sugar for Rs 299.

3) PLACE:
Placement under marketing mix involves all company activities that make the product available to the targeted customer while planning placement strategy under marketing mix analysis, companies consider six different channel decisions including choosing between direct access to customers or involving middlemen, choosing single or multiple channels of distributions, the length of the distribution channel, the types of intermediaries, the numbers of distributors, and which intermediary to use based on the quality and reputation . The Big Bazaar stores are operational across three formats Hypermarkets spread over 40000-50000 sq ft, The Express format over 15000-20000 sq ft and the Super Centers set up
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over 1 million sq ft. Currently Big Bazaar operates in over 34 cities and towns across India with 116 stores. Apart from the Metros these stores are also doing well in the tier II cities. These stores are normally located in high traffic areas. Big Bazaar aims at starting stores in developing areas to take an early advantage before the real estate value booms. In order to get competitive advantage Big Bazaar has also launched a website (www.futurebazaar.com), which helps customers to orders products online which will be delivered to their doorstep. This helps in saving a lot of time of its. Big bazaar is located has 31 outlets in India , big bazaar locates its outlet near the commercial area and residential complexes so that they can cover all their target customers E.g. : their outlet in Ameerpet , Hyderabad , is located near commercial areas so that the working class people can drop in and shop house hold items after office hrs. The choice of location of Big Bazaar in many ways captures the essence of what they were doing- they adapt themselves to the habits tastes and preferences according to the location. One of the distinct feature of their location is that it is easily accessible and they try to locate their outlet in such a location where they can reach a large customer base.

Layout
People often complain that Big Bazaar outlets always look very crowded. But few realize that it is concisely designed to look just like that. When the shop looks neat and empty, the masses never walk into it. There has to be what is called the button brush effect, and an organized chaos. As Indians, we like bumping into people, chatting, gossiping and eating while we shop! Big Bazaar layout consists of layout of long rows of parallel fixtures; with no aisles because aisles can be boring they restrict space and cant be dramatized. At Big Bazaar, they create multiple cluster or mini-bazaars within every store. It was designed as an agglomeration of bazaars with different sections selling different categories It uses space efficiently. It provides easy sitting of merchandise and linking of the product throughout the store. It allows more customers in the store at any time. It allows staff of the store to work easily alongside the customers without disturbing them. It provide self-service atmosphere.

A layout chart of Big bazaar located at banashankari, Bangalore LAYOUT INDEX


1) 2) 3) 4) 5) 6) CUSTOMER SERVICE DESK KIDS ACCESSORIES JACKETS BABA SUITS LADIES TOPS TRIAL ROOM
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7) PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART, SECTION DESCRIPTION) 8) WOOLEN CLOTHS FOR KIDS 9) WINTER WEAR 10) KIDS CASUAL WEAR 11) KIDS JEANS AND SHORTS 12) INFANT SHIRTS AND T-SHIRTS 13) MEN ACCESSORIES SUNGLASSES, WRIST WATCHES ETC 14) SOFT TOYS 15) HOME DECORATIVE ITEMS 16) MUSIC COUNTER 17) LADIES ETHINIC 18) LADIES WESTERN 19) LADIES FORMALS(OFFICE WEAR) 20) LADIES ACCESSORIES LINGERIES 21) LADIES PERFUMERIES 22) LADIES COSMETICS 23) LUGGAGE 24) FOOTWEAR 25) SPORTS 26) SCHEME BASED PROMOTIONAL ITEMS 27) CASH COUNTER 28) HOME FURNISHING (CURTAIN CLOTHS, CARPETS) 29) MEN FORMAL SHIRTS 30) MEN TROUSERS 31) MEN SUITS AND BLAZERS 32) MEN FABRICS 33) MEN ETHINICS 34) STATIONARY 35) GROCERIES 36) COSMETICS 37) PLASTICS 38) UTENSILS 39) HOME APPLIANCES 40) HOME FURNITURE

DESCRIPTION CUSTOMER SERVICE DESK As you can see from the layout, the Help Desk is
located in a place where everyone has their first sight that is in front of the entrance. This shows that when a person enters in to big bazaar it can get all information about the stores of big bazaar from the person sitting in the help desk. Help Desk uses paging service as a tool for the convenience of its employees and customers.
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KIDS SECTION The kids section is located just at the left corner of the entrance of big
bazaar. In the kids section kids accessories like diapers, trolleys, suckers, water bottles are available in one part. Kids jackets and baba suits are available in another part. Kids casual wear (jeans and shorts) are placed in one part of it and infant shirts & t-shirts are also placed in another part. In this section the pillars are used for displaying information like size chart and section description. The apparels are available at a price of Rs59 onwards.

MENS SECTION Next to it is the mens section that is in the centre. It is divided in to
five parts. At one part men formal shirts are available. In other parts men trousers, suits and blazers, fabrics and ethnics are available respectively. Here the price ranges from a minimum of Rs99 to Rs899.

LADIES SECTION Next to it is the ladies section that is in the extreme right side. The
ladies section is segregated in to seven parts. Ladies section starts from ladies ethnics, ladies western wear, ladies formals (office wear), ladies accessories lingeries, ladies perfumeries, and ladies cosmetics respectively. Here the price of the apparel ranges from Rs99 to Rs1000 approx.

PROMOTIONAL SCHEME With an add on to the above products there are various
other products which are available with a promotional scheme. The various products under this scheme includes girl t-shirts, infant winter wear etc.

NON-PROMOTIONAL SCHEME There are various other products available


without any promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids night wear, kids salwar suits etc.

SPORTS STORE At the extreme corner there is a sports store where various kinds of
sport items are available.

FOOD BAZAAR The food bazaar is in the 1st floor of the building. Various kinds of
food items, fruits and vegetables are available there. Sitting arrangements are well made so that people can sit and take tea, coffee or snacks or any other food item and can relax.

CASH COUNTER The cash counter is located just near the exit 4) PROMOTION:
Promotional strategies include all means through which a company communicates the benefits and values of its products and persuades targeted customers to buy them. The best way to understand promotion is through the concept of the marketing communication
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process. Promotion is the company strategy to cater for the marketing communication process that requires interaction between two or more people or groups, encompassing senders, messages, media and receivers.

i.

PERSONAL SELLING:

Persuasive communication between a representative of the company and one or more prospective customers, designed to influence the person's or group's purchase decision.

ii.

PUBLICITY OF PRODUCT:

Publicity non-personal communication in news story form about an organization, its products or both, that is transmitted through a mass medium at no charge.

iii.

PUBLIC RELATION:

Public relations the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its target publics.

iv.

INTERNAL ATTRIBUTES:

A) Envelope: Something that envelops; a wrapping. A products wrapping affects a lot on


its sale. More customers are attracted if envelope is very attractive.

B) Internal layout: Methods of display just like visual merchandising. It is explained


below:

Visual merchandising: Visual merchandising supports,


I. II. III. IV. sales retail strategies communicates with customers communicates image

Visual merchandising at Big Bazaar uses Store display for promotional purpose, but as customers are becoming more sophisticated, Big Bazaar has found various techniques for effective display for providing information and communicating image of the store to the customers, helping them in taking purchase decision and creating exciting shopping environment Big Bazaar not only uses visual merchandising for promoting their product, but they use it as a significant tool for creating appropriate store environment and influencing purchase decision of customers.

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They use danglers and hoardings at the entrance of the store as this may be a deciding element in a consumers decision to enter a store. It uses various visual merchandising like it uses remarkable window display for creating a shopping environment as it creates initiative impression in the mind of customers as window display also sometimes become a deciding factor whether to enter the store or not . Retailers develop visual merchandising in order to relate customers social life with the product, arouse their personnel interest for the product. Retailers can use combination of elements of in store display; such as colour, texture, lighting, fixtures, graphics, and signage.

v.

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

ABOVE THE LINE SALES PROMOTION: The promotional activities


carried out through mass media like television, radio, newspaper etc. is above the line promotion.

BELOW THE LINE SALES PROMOTION: The terms 'below-the-line'


promotion or communications refers to forms of non-media communication, even non-media advertising. Below-the-line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in FMCG products, but also for industrial goods. Some of the examples of BTL (below the line) promotions are by exhibitions, sponsorship activities, public relations and sales promotions like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later etc. Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This has led to a shift from the regular media based advertising.

Methods of below the line sales promotion:A) Price promotions


Price promotions are also commonly known as" price discounting". These can be done in two ways: A discount to the normal selling price of a product, or more of the product at the normal price. Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost (during the discounts).

B) Coupons
Coupons are very versatile, way of offering a discount. Following are the examples of the use of coupons: On a pack to encourage repeat purchase
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In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer. A cut-out coupon as part of an advert. On the back of till receipts. The key objective with a coupon promotion is to maximize the redemption rate this is the proportion of customers actually using the coupon. It must be ensured when a company uses coupons that the retailers must hold sufficient stock to avoid customer disappointment. Use of coupon promotions is often best for new products or perhaps to encourage sales of existing products that are slowing down.

C) Gift with purchase


The "gift with purchase" is a very common promotional technique. In this the customer gets something extra along with the normal good purchased.

D) Competitions and prizes


This is an important tool to increase brand awareness amongst the target consumer. It can be used to boost up sales for temporary period and ensure usage amongst first time users.

E) Money refunds
Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer. Customers often view these schemes with some suspicion particularly if the method of obtaining a refund looks unusual or onerous.

F) Frequent user / loyalty incentives


Repeat purchases may be stimulated by frequent user incentives.

G) Point-of-sale displays
A data collection system that electronically receives and stores bar code information derived from a sales transaction. This could the zip codes for library users, facilitating the library in determining geographic market are that users reside in. Most of the big brands are following the suit of BTL promotion because of rising prices of media based promotion, advertising clutter and increased impulse purchasing. BTL promotions are gaining popularity among all big companies nowadays considering their effectiveness because of the "individual customer promotion" at a price, which is much lesser than the normal media promotions. Low prices on Wednesday Low prices on Wednesday Concept of Big Days Promotional offersI. School Jao Khushi Khushi II. Khushi Ki Barsaat III. Happy Fathers Day

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E.g. - Big Bazaar's `junk' swap offer: Big Bazaar is launching a promotional offer
from Saturday, with the slogan, "Bring anything old and take something new". The prices fixed by Big Bazaar are: clothes (Rs 200 per kg), newspaper (Rs 25 per kg), plastics/utensils/leather goods (Rs. 75 per kg), footwear/luggage (Rs. 100 per kg), Pet/beer bottles (Rs 15 per kg), furniture (Rs 75 per kg) and others (Rs 20 per kg). "This offer will help the housewife clean out the junk while getting a good value for it.

7.1) Title of the study:


A study on effectiveness of marketing mix carried out by big bazaar at banashakari, bengaluru

7.2) Statement of the problem:


I have studied the effectiveness of marketing mix towards big bazaar. In my study i have to find out that how effective is different type of marketing strategy adopted by big bazaar. These marketing strategies include product availability at the store, assortment of the product, offers, awareness about the products among customer.

7.3) Objective of the study:


1. 2. 3. 4. 5. To study consumer perception towards advertisements of big Bazaar.. To know the accessibility of store amongst customer. To study strategy of pricing adopted by big bazaar. To study the varieties of products in big bazaar. To study the effectiveness of marketing mix followed by big bazaar.

7.4) Scope of the study: The scope of this research is to identify the buying behavior of customers of Big Bazaar in banashankari, bengaluru. This research is based on primary data. Due to time constraint only limited number of persons contacted. This study only focuses on urban buying behavior of customers because the research conducted in big bazaar banashankari. The study does not say anything about rural buying behavior of customer because rural norms/status/attitude & acceptance of the rural customers differs with urban customers. The scope of research is limited for banashankari. It provides help to further the research for organized retail sector as big bazaar. It aims to understand the skill of the company in the area like technological advancement, competition in management.

7.5) Research design and methodology:

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Technology and customers tastes and preferences play a vital role in todays generation. Research Methodology is a set of various methods to be followed to find out various information regarding market strata of different products. Research Methodology is required for every industrial service industries for getting acquire knowledge of their products.

Period of Study:
This study has been carried out for a maximum 30 days.

Area of Study:
The study is exclusively done in the area of marketing. This study was done in big bazaar which is situated in bansankari, Bangalore.

DATA COLLECTION METHOD: Primary Data:


Data is collected from various customers through personal interaction. Data is collected by survey. SURVEY METHOD: Data are usually collected through the use of questionnaires. The data is collected by mean of simple survey done in the retail store of the customers.

Type of research

Descriptive Type of data

Primary data Data collection method

Data is collected through structured questionnaire. Sampling

Convenient sampling 50 Data analysis technique Sample size

Quantitative
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7.6) Limitation of the study: Certain limitations do creep in a research study due to
constraints of the time, money and human efforts, the present study is also not free from certain limitation, which were unavoidable. Although all effort were taken to make the result of the work as accurate as possible as survey but the survey have following constraints. 1. Some customers were not willing to give appointment due to their busy schedule. 2. Due to very large size of the population, only a selected sample of customer could be contacted. 3. Due to time constraint and other imperative work load during the period could not be made possible to explore more area of concern pertaining to study. 4. Also impossible for company to prove information is confidential. 5. Due to fast pace of life, some customers were not able to do justification to the questionnaire. 6. Personal biases might have come while answer the questionnaire. 7. As per company rule many information was not disclose as the manager are busy in their daily schedule. It is not possible for us to spend more time in interaction with them. 8. Time limit is the major constraint. 9. Some respondents refuse to co-operate. 10. Some respondents replied half heartedly. 11. Some respondents gave incomplete information.

8) Data analysis and interpretation: Data analysis:


I have done a market field survey on big bazaar. I have surveyed around 50 respondents of banshankari, big bazaar who come to visit big bazaar. A specific questionnaire is prepared for the customers and data is obtained from them by moving around big bazaar and personally interacting with them. The customers gave me valuable information regarding their consumption pattern in big bazaar. I collected all those information and a proper analysis is done. All the analysis and its interpretations are discussed below. Each of the analysis is done as per the information obtained from the customers and a serious interpretation has been done to best of my effort.

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Data interpretation: 1) Where do you generally prefer to shop? Big bazaar Vishal Mega Mart Kirana shops Response Big bazaar Vishal Mega Mart Birla more Star Bazaar Kirana shops Total number of respondent Sample size 23 2 6 13 6 50

Birla more

Star Bazaar

Percentage 46% 4% 12% 26% 12% 100%

Consumer preference towards big bazaar


Big bazaar Star Bazaar Vishal Mega Mart Kirana shops 12% Birla more

26%

46%

12% 4%

2) What was the mode of promotion at big bazaar? a) Electronic media b) Print media c) Hoardings d) World of mouth

Response Electronic media Print media Hoardings World of mouth Total number of responded

Sample size
10 6 8 26 50

Percentage
20% 12% 16% 52% 100%

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mode of promotion

20% Electronic media Print media 52% 12% Hoardings World of mouth 16%

3) How do you feel about sales persons and promoters? a) Outstanding b) Excellent d) Average e) Bad

c) Good

Response Outstanding Excellent Good Average Bad total

Sample size 17 11 7 9 6 50

Percentage 34% 22% 14% 18% 12% 100%

customer feedback about sales persons and sales promotion


12% 34% 18% Outstanding Excellent Good Average 14% 22% Bad

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4) The Promotional offers at Big Bazaar are attractive and induce me to make a purchase? a) Strongly Agree b) Agree c) Neither Agree nor Disagree d) Disagree e) Strongly Disagree Respondent Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree total Sample size 20 12 8 8 2
50

Percentage 40% 24% 16% 16% 4% 100%

Attractivness of promotional offer amongst customer


4% 16% 16% Neither Agree nor Disagree Disagree Strongly Disagree 40% Strongly Agree Agree

24%

5) Brands and products availability in big bazaar is ? a) Outstanding b) Excellent d) Average e) Bad

c) Good

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Response Outstanding Excellent Good Average Bad total

Sample size 19 16 7 6 2 50

Percentage 38% 32% 14% 12% 4% 100%

Availability of brands & product at big bazaar


4% 12% 38% 14% Outstanding Excellent Good Average 32% Bad

6) Product display and signage in the store is.? a) Outstanding b) Excellent d) Average e) Bad Outstanding 25 Excellent 22 Good 35 Average 13 Bad 5 total 100

c) Good

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Chart Title
40 35 30 25 20 15 10 5 0

Outstandi ng Series1 25

Excellent 40

Good 15

Average 15

Bad 5

7) The quality of the product served by big bazaar is..? a) Outstanding b) Excellent d) Average e) Bad 25 Outstanding 40 Excellent 15 Good 15 Average 5 Bad 100 total

c) Good

Chart Title
45 40 35 30 25 20 15 10 5 0 Outstanding Excellent Good Average Bad

8) What attract you to buy the product? a) Quality c) Packaging Quality b) Price d) In store display 30
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Price Packaging In store display Total


60 50 40 30 20 10 0 Apparel PUC

35 15 20 100

Stationary

Groceries

9) Which one of these you will like to purchase again? a) Apparel b) PUC c) Stationary d) Groceries Apparel PUC Stationary Groceries total 20 20 10 50 100

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Chart Title
50 40 30 20 10 0 Series1 Apparel 20 PUC 20 Stationary 10 Groceries 50

10) Are you aware with Big Bazaar own brands? a) John Miller b) DJ&C c) Spunk d) AFL

John Miller DJ&C Spunk AFL total

20 40 25 15 100

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45 40 35 30 25 20 15 10 5 0 John Miller DJ&C Spunk AFL

11) Location of big bazaar in your city is.? a) Outstanding b) Excellent d) Average e) Bad Outstanding 32 Excellent Good Average Bad total 35 15 10 8 100

c) Good

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Chart Title
35 30 25 20 15 10 5 Outstandi ng Series1 32 0 Excellent 35 Good 15 Average 10 Bad 8

12) Is it easy to move with the trolley in the store? a) Yes b) No Yes 73 No 27 total 100

Chart Title

No 27%

Yes 73%

13) The parking facility in bag bazaar is.? a) Outstanding b) Excellent d) Average e) Bad Outstanding 26 Excellent 24 Good 35 Average 15 Bad 10
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total
40 35 30 25 20 15 10 5 0 Outstanding Excellent Good

100

Average

Bad

14) During which offer you shop most? a) Wednesday Bazaar b) Monthly Bachat Bazaar c) Big Days d) Weekend offers Wednesday Bazaar 54 Monthly Bachat Bazaar 16 Big Day 22 Weekend offers 18 total 100

Chart Title
40 35 30 25 20 15 10 5 0 Pricing strategy Promotion offer Product variety Location

15) Which of the following would you like most at big bazaar? a) Pricing strategy b) Promotion offer c) Product variety d) Location
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Pricing strategy Promotion offer Product variety Location total


40 35 30 25 20 15 10 5 0 Pricing strategy Promotion offer

34 26 28 12 100

Product variety

Location

17) Does big bazaar make you feel like visiting Big Bazaar again? a) Yes Yes No total b) No 78 22 100

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Chart Title
No 22%

Yes 78%

9) Summary of findings, suggestions and conclusion: Summary of findings:


1. Most of the customers buy their requirement in Big Bazaar on the basis of Weekly and monthly basis. Customers realized that Big Bazaar stores provide qualitative products/service with reasonable price. 2. At present time Big Bazaar provide different types of product assortments to the customers. 3. Continuously opening of Big Bazaar chains in different major cities, increasing quantities of the customers & profit show that Big Bazaar most accepted name in organized retail chain in India. 4. Big Bazaar mainly deals with middle income group people who want qualitative product with reasonable cost. 5. Big bazaar has a good reputation of itself in the market. 6. Big bazaar has positioned itself in the market as a discounted store. 7. Big bazaar holds a huge customer base. The majority of customers belong to middle class family. 8. Impulse buying behaviour of customers comes in to play most of the times in big bazaar. 9. There are more than 200 big bazaars in different cities of India; it seems that there is a vast growth of big bazaar lying as customers demand is increasing for big bazaars. 10. Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport items, chocolates and many more. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year.

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Suggestions:
1. Big bazaar should include more of branded products its product category so as to attract the brand choosy people to come in to big bazaar. 2. Big bazaar should provide large parking space for its customers so that they can easily park their vehicles. 3. It should make different cash counters for different customers. Cash counter and credit card payment counter should be placed differently in order to reduce the rush and save the customers time. This will be a kind of motivator for the customers of big bazaar. 4. The service of the sales person is needed to be improved. Personal care should be taken by the sales person for the customers so that the customers feel good. 5. During the off peak hours big bazaar should provide some offers to its customers so that people would be encouraged to come to big bazaar during off peak hours. The customers who are present in the mall during the off peak hours of big bazaar will definitely go in to big bazaar if surprise offers are made at that time. 6. Customer care department is needed to take proper care of customer complaints and queries. The person sitting at the help desk of big bazaar should be able to provide all necessary information to the customers whenever it is required. 7. The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to big bazaar during those days. 8. Create awareness & manage home delivery services properly. 9. There should be proper assortment of various product categories. 10. Proper signage should be there so that customer can locate the products easily. 11. Cleanliness and hygiene should be maintained regularly. 12. Various schemes and offers can be provided to them and attract new customers (Use pull strategy) 13. Quality in products should be increased up to mark.

Conclusion:
Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The companies are fighting to win the hearts of customer who is God said by the business tycoons. There is always a first mover advantage in an upcoming sector. In India, that advantage goes to BIG BAZAAR. It has brought about many changes in the buying habits of people. It has created formats, which provide all items less than one roof at low rates. The consumers preferences are changing & they are moving from Traditional Kirana stores to Modern Retail outlet. Its the main challenge to the Modern retail outlets to attract the customers towards them from that of competitors. To attract more customers companies have to carry out the promotional activities in unique way. big bazaar has maintained that uniqueness & has succeeded in attracting customers. The promotional activity of the company, which famous as Less Price than others as it says Nobody Sells Cheaper and Better! is made its place in mind of customers. As the competition is becoming stiff in the market the activities conducted by the company are unique, that have brought fruitful result to the company. Among them sales Promotions is one
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of the leading activity or unique among all other activities and has a high influence on the customer walk-in. Big bazaar is a major shopping complex for todays customers. It is a place where customers find variety of products at a reasonable price. Big bazaar has a good reputation of itself in the market. It has positioned itself in the market as a discounted store. It holds a huge customer base. The majority of customers belong to middle class family. The youth generation also likes shopping and moving around big bazaar. Volume sales always take place in big bazaar. Impulse buying behaviour of customers comes in to play most of the times in big bazaar. Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport items, chocolates and many more. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year. It holds a large customer base and it seemed from the study that the customers are quite satisfied with big bazaar. As of now there are 34 big bazaars in different cities of India, it seems that there is a vast growth of big bazaar lying as customers demand is increasing for big bazaars. Big bazaar is a hypermarket store where varieties of products are being sold on different product category. It has emerged as a hub of shopping specially for middle class people. Different types of products starting from a baby food to pizzas all are available under one roof. In bengaluru it is the middle class people who mostly do marketing from big bazaar. Even most of the people do their monthly shopping from big bazaar. People not only visit big bazaar to do shopping but also visit for outing purpose as it provides a very nice ambience to its customers. As people go to malls they just tend to move around big bazaar whether it is for shopping purpose or for outing purpose. Grocery, apparels and food items are the products which are demanded most by the customers of bengaluru in big bazaar. The major drawback of big bazaar is that it lacks in providing enough parking space for its customers. This may discourage the customers to come to big bazaar and shop as they face difficulty in parking their vehicles. Even though some customers say that they dont feel problem in parking their vehicle, it is because of the parking space available to them by the mall.

10) Annexure relevant to the project, such as figures, graphs, photographs etc.:

QUESTIONNAIRE
PERSONAL INFORMATION Dear sir/ Madam, I Abhishek Kumar Pandey conducting a survey on Effectiveness of marketing mix in Big Bazaar

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This survey is a part of my partial fulfillment of MBA course. Please provide relevant information by filling this questionnaire to make my survey more comprehensive. All details from your part will be kept confidential. Name: .. Sex: a) Male b) Female

Contact no.:- Please mark ( )

1) Where do you generally prefer to shop? a) Big bazaar e) Kirana shops 2) What was the mode of promotion at big bazaar? a) Electronic media c) Hoardings b) Print media d) World of mouth b) Vishal Mega Mart c) Birla more d) Star Bazaar

3) How do you feel about sales persons and promoters? a) Outstanding d) Average b) Excellent e) Bad c) Good

4) The Promotional offers at Big Bazaar are attractive and induce me to make a purchase? a) Strongly Agree b) Agree c) Neither Agree/ nor Disagree

d) Disagree e) Strongly Disagree 5) Brands and products availability in big bazaar is ? a) Outstanding d) Average b) Excellent e) Bad c) Good

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6) Product display and signage in the store is.? a) Outstanding d) Average b) Excellent e) Bad c) Good

7) The quality of the product served by big bazaar is..? a) Outstanding d) Average b) Excellent e) Bad c) Good

8) What attract you to buy the product? a) Quality c) packaging b) price d) in store display

9) Which one of these you will like to purchase again? a) Apparel c) Stationary b) PUC d) groceries

10) Are you aware with Big Bazaar own brands? a) John Miller c) Spunk b) DJ&C d) AFL

11) Location of big bazaar in your city is.? a) Outstanding d) Average b) Excellent e) Bad c) Good

12) Is it easy to move with the trolley in the store? a) Yes b) No

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13) The parking facility in bag bazaar is.? a) Outstanding d) Average b) Excellent e) Bad c) Good

14) During which offer you shop most? a) Wednesday Bazaar c) Big Days b) Monthly Bachat Bazaar d) Weekend offers

15) Which of the following would you like most at big bazaar? a) Pricing strategy c) Product variety b) promotion offer d) location

16) Does big bazaar make you feel like visiting Big Bazaar again? a) Yes b) No

THANK YOU

11) Bibliography:
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BOOKS
1. Philip kotler, marketing management, (Pearson education, 12th edition) 2. Malhotra K. Naresh, marketing research (An applied orientation), Research design, (Prentice hall of India pvt. 5th edition) 3. Berman B and Evans J.R, Retail Management (Pearson education, 10th edition) 4. Louden D.L. & bitta delia consumer behaviour ( tata Mc. Graw hill, 4th edition ) 5. Newman A.J. and Cullen P, Retailing, Environment and operations (Vikas, 1st Ed.) INTERNET WEB PAGE: 1. Bigbazaar.co.in 2. Organizedretail.co.in 3. Retailseminar. In 4. Literature review on Big Bazaar.com 5. Retailing.co.in 6. www.wekipedia.com 7. www.google.com 8. www.yahoobuisness.com 9. www.rediffbuisness.com

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