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FUTURE GROUP

New media development


for fashion@big bazaar –
online space

Summer internship Project


Training supervisor – Ruchika Srivastava

2010

Submitted by:-

Ayush jhawar
Roll No. : 010

PGDM – Retail Management (2009 - 11), Trimester - III

Welingkar Institute of Management Development & Research

[ Future Group, Ascot Centre, Ground Floor, Next to Hotel Le Meredian, Sahar Road, Andheri, Mumbai -400099]
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ACKNOWLEDGMENT

I hereby take the opportunity to express my profound sense of gratitude and reverence to all
those who have helped and encouraged me towards the successful completion of the project.

I would like to thank my Project Guide Ruchika srivastav who provided me the opportunity to
complete the project under his guidance.

I would like to thank all the Faculty Members of welingkar institute of management studies for
guiding me and supporting me in the completion of this project from time to time.

Last but not the least my greatest gratitude to the Almighty and my parents without their
support this dream would have remained a dream.

AYUSH JHAWAR

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Executive summary
I have undertaken my summer internship with marketing department of Pantaloon Retail India
Ltd. (Big Bazaar) Mumbai a unit of future group.

As marketing is a vast area to cover in the internship period , I have concentrated on the social
networks on internet for eg. Facebook , twitter etc.

Firstly I spend some time on floor and see the customer buying behaviour, customer preference,
customer need etc.,the visualisation part done by the V.M. and floor team arrangement of the
material on the floor to attract the customers.

In current business scenario , internet is playing the very big roll in the marketing of the
company . second part of my job was to prepare a plan / develop ideas to attract the people on
the facebook to join the group out there. For this part my job i have design some contest for the
fashion@bigbazaar with the help of my mentors .

The third part of my project is to co-ordinate in running the contest on the groups created on the
facebook by the company , with the help of the agency . and keeping the track of the event which
is running on the facebook about the fans & there reviews out there in facebook. And also to
keep track on the competitors , what they are doing on the facebook . And also visiting different
forums to understand the facebook user’s mindset (to find out what are their interest , what type
of games they play. Etc) it helps in generating new ideas for the contest on the facebook page
through which more fans can be attracted towards the fan page.

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INDEX
Sno. Content Page no.

1 Introduction 5

1.1 Industrial overview 6

1.2 Company profile 12

2 Introduction on internet marketing 18

2.1 Objective of internet marketing 23

3 Methodology of generating new ideas 24

4 Activities on facebook 32

5 Learning 36

Bibliography 38

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CHAPTER 1

INTRODUCTION

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Introduction
1.1 OVERVIEW OF THE RETAIL INDUSTRY

Retailing is the distribution channel function where on organisation buys products from
supplying firms and manufacture the product themselves and then sell these directly to
consumers. Retailer is also reseller-obtain the product from one party in order to sell to other.
The term "Retailing" refers to any activity that involves a sale to an individual customer. In
India, the unorganized retailing sector comprises of 95% while that of organized sector just 5%
that is mainly in major metropolitan and urban areas. Indian retailing traditionally dominated by
a small family run "Kirana" store. Retailing in India is the second largest untapped market after
China. Professional management and strong customer focus characterize organized retailing.

Concept- To woo the customer to the store retailers are providing a wide range of product,
Quality, and value for money, apart from creating a memorable shopping experience. Organized
retailing has made a considerable headway in product like food & groceries, clothing books, and
music.

Five things for the retailer-

1. Customer satisfaction
2. Ability to acquire right product
3. Product presentation
4. Traffic building
5. Keeping pace with technology

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The leading Indian retail player are-

1. Westside (Tata)
2. Pantaloon
3. Big Bazaar
4. food bazaar(PRIL)
5. Food world(RPG)
6. Shopper's stop(Raheja Group)
7. Reliance fresh
8. Vishal mega mart
9. Life style
10. Ebony
11. Hyper city
12. Honey well
13. Subhiksha

Different format of retail-

1. Mom-and-pop stores: These are generally family-owned businesses catering to small


sections of society. They are small, individually run and handled retail outlets.

2. Category killers: Small specialty stores have expanded to offer a range of categories.
They have widened their vision in terms of the number of categories. They are called
category killers as they specialize in their fields, such as electronics (Best Buy) and
sporting goods (Sport Authority).

3. Department stores: These are the general merchandise retailers offering various kinds of
quality products and services. These do not offer full service category products and some
carry a selective product line. K Raheja's Shoppers Stop is a good example of department
stores. Other examples are Lifestyle and Westside. These stores have further categories,
such as home and décor, clothing, groceries, toys, etc.

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4. Malls: These are the largest form of retail formats. They provide an ideal shopping
experience by providing a mix of all kinds of products and services, food and
entertainment under one roof. Examples are Sahara Mall, TDI Mall in Delhi.

5. Specialty Stores: The retail chains, which deal in specific categories and provide deep
assortment in them are specialty stores. Examples are RPG's Music World, Mumbai's
bookstore Crossword, etc.

6. Discount stores: These are the stores or factory outlets that provide discount on the MRP
items. They focus on mass selling and reaching economies of scale or selling the stock
left after the season is over.

7. Hypermarkets/ Supermarkets: These are generally large self-service outlets, offering a


variety of categories with deep assortments. These stores contribute 30% of all food and
grocery organized retail sales. Example: Big Bazaar.

8. Convenience stores: They are comparatively smaller stores located near residential
areas. They are open for an extended period of the day and have a limited variety of stock
and convenience products. Prices are slightly higher due to the convenience given to the
customers.

9. E-tailers: These are retailers that provide online facility of buying and selling products
and services via Internet. They provide a picture and description of the product. A lot of
such retailers are booming in the industry, as this method provides convenience and a
wide variety for customer. But it does not provide a feel of the product and is sometimes
not authentic. Examples are Amazon.com, eBay.com, etc.

10. Vending: Smaller products such as beverages, snacks are some the items that can be
bought through vending machines. At present, it is not very common in India.

View of a retail store-

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To have a clear picture and understanding of any matter it is very important to approach it from
the grass root level therefore to understand retail in depth it becomes important to deal first hand
with the customers to whom you shall be catering to. Moreover the retail store is the final
destination of all retail operations, so it again becomes important to know the handling,
operations and various dealings at the basic store level. The employees, from the sales staff to the
store manager, need to be highly customer driven and have the efficiency to meet the ever rising
customer expectations. How can employees meet these rising customer expectations and
alongside maintain efficiency of resources. The employees need to be well informed about stock
availability, reorder points, latest trends, customer expectations, competitor strategies etc.

To meet such stiff competition retailers need to follow a hybrid approach which involves both
standardization and customization of processes and services respectively as and when the need
arises.

The retail staff needs to be highly customer driven and their efforts should not be aimed at
making a sale but at earning a loyal customer for it is rightly said that 80% of the sale comes
from 20% of the customers.

Retail is all about size. If you look at retail companies, margins are thin. So it is important to
grow to such a size that even if margins improve by ten basis points, the impact on the bottom-
line is large.

Therefore the processes need to be consumer friendly and apt according to the cost reduction and
revenue generation policies of the company. Though the consumer behaviour is something that is
highly unpredictable it needs to be motivated continuously for the benefit of the organization and
definitely the customer too.

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Why retail is booming in India-

1. Cultural habits changing –people are acquiring Western look

2. New retail format development to incorporate, Changing attitudes like

“Having a good time” attitude driving growth of pubs, clubs, coffee bars, fast food joints
etc.

3. Increasing awareness and spending on grooming and lifestyle.

4. High disposable incomes

5. Reduction in import tariffs, excise duty

6. More competition leading to fall in prices

7. Before liberalization many consumer durables were not available – Government


disallowed imports of most products – Luxury items banned/had high import tariffs

8. Post liberalization Enhanced availability of superior quality goods at affordable prices

9. Two incidental factors Spread of cable and satellite television influencing consumer
behavior.

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Changing retail scenario-

Demand = Ability + willingness to spend;

Market = Demand + supply

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COMPANY PROFILE

Pantaloon Retail India Ltd.

Pantaloon Retail (India) Limited, is India’s 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
1,000 stores across 61 cities in India and employs over 30,000 people.

The company’s 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, and 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 i, 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 US-
based 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.

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Future group-

Future Group is one of the country’s leading business groups present in retail, asset management,
consumer finance, insurance, retail media, retail spaces and logistics. The group’s 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 the awards given to Pantaloon Retail (India) Limited:

Images Retail Awards 2005


PRIL - Most admired retailer of the year
Central - Retail launch of the year
Mr. Kishore Biyani - Retail Face of the year
Big Bazaar - Best Value Retail Store
Readers Digest and Awaaz Consumer Award
Big Bazaar - Best Retail Destination
Readers Digest Platinum Trusted Brand Award
Big Bazaar - Earning a trusted Place in the everyday lives of consumers
Food Bazaar - Retailer of the year (food and grocery
Big Bazaar - Most preferred, large, Food and Grocery store

Partner companies

Pantaloon Industries Ltd.


Home Solutions Retail (India) Ltd.
Future Capital Holdings
Converge M Retail (India) Ltd.
Indus League Clothing Ltd.
Galaxy Entertainment Corporate Ltd.

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Joint Ventures Companies

Planet Retail Holdings Ltd.


Foot mart Retail
GJ Future Fashions
CapitaLand Retail India
ETAM Future Fashions India Pvt. Ltd.

Lines of Business

The company is present across several lines of business which have various formats (stores)
operational under it. These include:

• Food – Food Bazaar, Chamosa, Spoon

• Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10

• General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture
Bazaar

• Home & Electronics - Home Town, eZone, Collection 1

• E-tailing (Online Shopping) - www.futurebazaar.com

• Books & Music - Depot

• Leisure & Entertainment - Bowling Co., F123 Wellness - Star & Sitara, Tulsi

BIG BAZAAR

Big Bazaar is a hypermarket consists of extremely large self-service retail outlet with a
warehouse appearance, currently with 100 outlets in India. It is owned by the Pantaloon Retail
India Ltd, Future Group. It works on the same economy model as Wal-Mart and has considerable

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success in many Indian cities and small towns. The idea was pioneered by entrepreneur Kishore
Biyani the CEO of Future Group. Currently Big Bazaar stores are located only in India. It is the
biggest and the fastest growing chain of hypermarket stores and aims at being 250 stores by the
end of year 2010.

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Tag line-Is se sasta aur achha kahin nahi

Different categories-

1. Apparel, fashion and accessories

2. Books and magazines

3. Camera and photo

4. Desk top, lap top and accessories

5. Furniture and decor

6. Gift and credit card vouchers

7. Health beauty and personal care

8. Jewellory and watches

9. Kitchen and home appliances

10. Mobile and service provider

11. Music and mp3 player

12. Software cds and vcds

13. Toys sports and video games

14. Other miscellaneous items

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Big Bazaar’s Commitment

Our commitment is to deliver sustained growth, through empowered people, acting with responsibility
and building trust with customers. Here’s I am explaining what this means:

Sustained Growth is fundamental to motivating and measuring our success. Big Bazaar’s quest for
sustained growth stimulates innovation, places a value on results, and helps us understand whether
today’s actions will contribute to our future. It is about growth of people and company performance. It
prioritizes making a difference and getting things done.

Empowered People means we have the freedom to act and think in ways that you feel will get the job
done, while being consistent with the processes that ensure proper governance and being mindful of
the rest of the company’s needs.

Responsibility and Trust form the foundation for healthy growth. It’s about earning the confidence that
other people place in us as individuals and as a company. Our responsibility means we take personal and
corporate ownership for all we do, to be good stewards of the resources entrusted to us. We build trust
between ourselves and customers by talking not by mouth but by our superior customer service and
being committed to succeeding together

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CHAPTER 2
INTERNET MARKETING

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Introduction on internet marketing


Ever since the advent of Internet, advertising on the World Wide Web has been very popular. Many
corporations, companies and business have taken advantage of this and you can see ads on any web
pages you visit. Consumer can go to any search engine and type the keyword relating to what they are
looking for and hit search and they will be provided with a huge list from which they can select. This is a
very cost effective and time saving method of advertising.

It has become really easy for any business to have a personalized website by which they can advertise,
directly interact with the customer; provide details about their product and services. Regular
newsletters, offers, discounts can be pasted on site to increase the interest of the website visitors.

Since it’s easy to reach any kind of audience concerning any kind of business, the possibility of misuse is
always there. Based on this Internet advertising is classified into two kinds of advertisement, legal online
advertising and illegal online advertising. Legal online advertising includes online advertising directories,
search engine advertising, e-mail advertising, and desktop advertising. Illegal advertising is more
commonly know as spamming. This is usually done by altering some system settings with the help of
external applications after which pop-ups are sent to a particular network or computer. The external
applications are known as adware or spyware. Some of these are really harmful, the most famous being
Trojans, which are very hard to uninstall and remove from the system. With the increase in technology,
special effects are being used to make advertisement more interesting. Vivid colors, good page layout
and lots ofimagination is involved. Typically Adobe Flash is used to designadvertisements these days.
Depending on the technology being used todesign advertisements can be classified into various
categories.

Banner ads are animations displayed on the website usually created in HTML or Eudora. There is a range
of type and sizes of the ads. Trick banner ads are banner ads that have an extra functionality of dialog
boxes and buttons and are displayed as an alert or error message.

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The Internet has brought media to a global audience. The interactive nature of Internet marketing
in terms of providing instant responses and eliciting responses are the unique qualities of the
medium. Internet marketing is sometimes considered to be broad in scope because it not only
refers to marketing on the Internet, but also includes marketing done via e-mail and wireless
media. Management of digital customer data and electronic customer relationship management
(ECRM) systems are also often grouped together under internet marketing.

Internet marketing ties together creative and technical aspects of the Internet, including: design,
development, advertising, and sales. Internet marketing also refers to the placement of media along
many different stages of the customer engagement cycle through search engine
marketing(SEM), search engine optimization (SEO), banner ads on specific websites, e-mail
marketing, and Web 2.0 strategies.

Social media marketing is a recent component of organizations' integrated marketing


communications plans. Integrated marketing communications is a principle organizations follow to
connect with their targeted markets. Integrated marketing communications coordinates the
elements of the promotional mix—advertising, personal selling, public relations, publicity,direct
marketing, and sales promotion—to produce a customer focused message.[1] In the traditional
marketing communications model, the content, frequency, timing, and medium of communications
by the organization is in collaboration with an external agent, i.e. advertising agencies, marketing
research firms, and public relations firms.[2] However, the growth ofsocial media has impacted the
way organizations communicate with their customers. In the emergence of Web 2.0, the internet
provides a set of tools that allow people to build social and business connections, share information
and collaborate on projects online.

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OBJECTIVE OF INTERNET MARKETING


· Communicating a firm's message- about its profile, its services, and its products.

· By doing different events on social sites ,we can engage the people in different pramotins on
internet.
· Performing a research- identifying the nature of the market such as the demographics, preferences
and needs of the present and the future clients.
· Advertise products, services or even advertisement space over the Internet.

The above objectives can be materialized through online promotion that includes press release,
posting an attractive story about the company, its people, its website or its products and services
with online wire services, blogs or forums, which can be a medium for placing comments, opinions
or notices about their company. This activity is called blog marketing that can be done in blogs or
by hosting a blog website or through placing comments and the URL of other related blog websites
about the products and services.

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CHAPTER 3
Methodology Of generating new ideas

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To generate new ideas for the contest on facebook , I have followed certain steps.

1. Visiting the big bazaar stores-

Field visit to R-City Mall – Ghatkopar

Field visit to orchid city centre – Mumbai central

Field visit to mega mall - oshiwada

Field visit to Phoenix Mills – Lower Parel

2. Tracking the different competitors sites & facebook pages.

Foreg. –

WILLS
LIFESTYLE

On there facebook page they promoting their store merchandise . they have connected there
company’s site to the facebook fan page.

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SHOPPERS STOP

Shoppers Stop were providing the fashion tips on there facebook fan page, at the same time they were
providing the information about the in store promotion on the facebook . they have tried to promote
there merchandise and pass the information about the in store promotion with the help of social media
like facebook

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FASHION@BIG BAZAAR

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CONTEST

Shopper’s Stop & Will’s Lifestyle

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3. After interacting with few facebook users and observing what competetors are doing on
facebook. And studying the past events down on the fashion@big bazaar facebook fan page. I
have get some ideas .

A. The unique bid.

B. The best picture.

C. The funky slogan.

D. Story board .

E. A 30 sec free size video

After getting the ideas , with the help of mentors i have shortlisted the batter ideas and
started building on those idea’s .

A. The unique bid.

 Give the unique bid & win prizes .

 We will provide them with a merchandise and the range on which they have to bid.

Eg.- a jeans and the range 250-399.

 They will be allowed to bid maximum for 10 times

 In this contest there will be 2 tabs.

1) There they will filling up the form and also filling up the bidding amount.

2) Just after filling the bid amount the name of the participant will be coming on it.

• On the status we will put the name of the lowest bidder after every short period.

• The contest will be for 1 day.

• At the time of bidding the amount entered by the person will be compared by the bid amount
which was lowest before that. And the lowest will be forwarded ahead .

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B. Story board

 Show your creativeness on a story board & win prizes.

 Describe your most memorable moments in student life on a board, in a conversation form with
the help of cartoons etc.

 Just design it on a paper and scan it and upload it on the facebook.

 Conversation should not be acceding a single page.

 The most voted one and the funny one will be chosen as a winner.

 For eg.

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C. A 30 sec free size video

 A 30 sec free size video uploading.

 Content of video sing a song , dance, any slogan etc.

the video should showcase about what they can do to meet there stars.

 Info about the contest will be given in advance .

 Contest is for 2 days.

 Top 10 entries will be selected and voting will be down on them. For next 3 days.

PLAN

 The contest will be in two parts.

1. Uploading the videos.

2. Top videos will be voted on the facebook.

 The contest will be of 5 days .

 before contest starts giving them a days time to prepare the video.

 Each person will be allowed to upload only one video.

 After declaring the top 10 videos . The voting for best 4 videos will be started.

 The best 4 will meet the stars at the photo shoot .

EFFECT

 The people who all selected will help in getting more fans .

 They will become more active on the facebook page.

 The frequency of the people will increase .

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CHAPTER 4
ACTIVITIES ON FACEBOOK

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In the period of my internship i have actively participated in running the activities on the facebook page
of fashion@big bazaar , in this period of my project i have learned about how to keep the fans engaged
in different activities and how to catch the eyes of the people . I have monitored all the activities on the
facebook .

For eg.

In this activity we have given a chance to the people to ask there question to dhoni . this activity has
given a chance to the fans of dhoni to know him more personally. We have personally asked some of
these questions from Dhoni and displayed the answers on the facebook. Some of the questions people
have asked are:-

Q1) Suppose u find Aladdin ka chirag n granted 3 wishes, what they would be?

Q2) what about the story about the 4 litres of milk that you have daily?

Q3) How do you spend your day when you are not having any cricket to play?

Q4) Suppose God appears tomorrow n give u this offer : "balak, I offer u the responsibility of developing
football in India n Im sure u wld be able to fulfiil it. But due to conflict of interest u wld be required to
retire from cricket with immediate effect"...wl u accept God's offer? why, why not?

Many other questions were there .

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In this activity we have asked people to write rhyme’s and get a chance to meet Dhoni.

Apart form activities we were getting them engaged on the page by asking their views on general topics
on fashion and current affairs for eg.

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There were many such activities going on in the facebook for the fans.

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CHAPTER 5
LEARNINGS

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There was a lot of learning’s in the summer training.

 I was able to learn how to plan, coordinate, execute and finalize marketing projects. Also
learned how to effectively deal with a variety of situations and find appropriate solutions.

 Actively participated in facilitation and management of the activities of the Fashion @Big Bazaar
facebook event.

 Gathered relevant work experience and essential training for developing new innovative ideas
and implementing new marketing strategies. This helped me propose new ideas and methods to
increase user participation for the Fashion @ Big Bazaar activation.

 We can connect the company’s site to facebook fan page , to attract the people and proving
them the information about the merchandise available in the stores.

 I was able to apply a diverse range of skills into real business environments and acquire effective
time management skills.

 The management and marketing techniques I've learned in the classroom have gone hand in
hand with things I learnt on the job, which has helped me apply my knowledge in both areas.

 I've been able to network with a range of people from different walks of life and this experience
will also help when I'm out of the classroom, searching for a job.

 We can introduce better designer apparels and accessories

 Fashion @ big bazaar can come up with more events that would keep our audience excited and
updated with the latest apparel collection in our stores.

37 Welingkar institute of management development and research


New media development
New media for
activities for fashion@big
fashion@big bazaar
bazaar - online–online
space space

BIBLOGRAPHI
www.PRIL.com

www.wikipedia.com

www.google.co.in

www.Facebook.com

www.willslifestyle.com

www.shoppersstop.com

38 Welingkar institute of management development and research