effectiveess promotional strategy with reference to big bazaar

THE PROJECT REPORT

ON

“A STUDY ON PROMOTIONAL STRTEGY OF OMR BIG BAZAAR, AT

BANGALORE”

A Project report submitted to the Vivesvaraya technological university in partial

fulfilment of the requirements for the award of the degree of MASTER OF

BUSINESS ADMINISTRATION

Submitted by

MUKESH KUMAR B.V

UNS: (1NH13MBA55)

Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

Ms NIVYA FESTON Mr GOUSH

Assistant Professor Assistant store Manager

New Horizon College of Engineering Big Bazaar

Banglore: Banglore:

Department of management studies

NEW HORIZON COLLEGE OF ENGINEERING

Outer Ring Road, Marathalli

Bangalore - 560103

APRIL 2015

ACKNOWLEDGMENT

I have immense pleasure in expressing my deep sense of gratitude to Ms NIVIYA FESTON,

internal guide for her valuable guidance.Time.Co-operation and support without which this

project work would not have been completed.

I express my heartfelt thanks to Mr GOUESH, PEOPLE MANAGER, of BIG BAZAAR

for granting permission to do the project report and for the their constant guidance during my

project work.

I would like to thank with immense gratitude Dr MANJUNATHA, Principal of NEW

HORIZON COLLEGE OF ENGINEERING and Dr SHEELAN MISRA, HOD –

Department of MBA for permitting me to undertake this project.

Last but not the least, I would like to thank my faculty members and friends for their

wholehearted support for the completion of this project report.

DATE: MUKESH KUMAR B.V

1NH13MBA55

TABLE OF CONTENTS

CHAPTER

NO PARTICULARS

PAGE

NO

EXECUTIVE SUMMARY

1 INTRODUCTION

1.1 Introduction: Introduction about the Internship 1

1.2 Topic chosen for study- Statement of the problem 2

1.3 Need of the study 2

1.4 Objective of the study 2

1.5 Scope of the study 3

1.6 Methodology adopted 3-4

1.7 Literature review 5-6

1.8 Limitations of the study 6

2 INDUSTRY & COMPANY PROFILE

2.1 Industry Profile 7-15

2.2 Scale of Operations 7-15

2.3 Background inspection of the company profile 16-18

2.4 Awards and Achievements 18-19

2.5 Vision and mission or values 20

2.6 Products/ Services Profile 21-22

2.7 Competitors Information 23-24

2.8 SWOT analysis 25-27

2.9 Future growth and prospects 28-29

3 THEORETICAL BACKGROUND OF THE STUDY

3.1 Elaborative information on the subject chosen for better

understanding and usage in the analysis.

30-35

4 DATA ANALYSIS AND INTEPRETATION 36-69

5 SUMMARY OF FINDINGS , SUGGESTIONS CONCLUSION 70-73

Bibliography

Annexure

LIST OF TABLES

Table

No. Table Title Page No.

4.1 Table showing Gender wise classification 36

4.2 Table showing Age wise classification 38

4.3 Table showing Monthly Income 40

4.4 Table showing Customers Occupation 42

4.5 Table showing frequently of customers 44

4.6 Table showing Day customers prefer 46

4.7 Table showing Why particular day 48

4.8 Table showing Awareness of Promotional offers 50

4.9 Table showing Mode of communication 52

4.10 Table showing Rate which media is influence able 54

4.11 Table showing If the customers notice about the promotional offers

today 56

4.12 Table showing If the Promotional offers at Big Bazaar are attractive

and induce me to make a purchase 58

4.14 Table showing If availed any offers during your recent visits 60

15 Table showing Which offers are customers are aware 62

16 Table showing Where does customer find better 64

17 Table showing If offers make customers feel like visiting again 66

LIST OF GRAPHS

Table

No. Graph Title Page No.

1 Graph showing Gender wise classification 37

2 Graph showing Age wise classification 39

3 Graph showing Monthly Income 41

4 Graph showing Customers Occupation 43

5 Graph showing frequently of customers 45

6 Graph showing Day customers prefer 47

7 Graph showing Why particular day 49

8 Graph showing Awareness of Promotional offers 51

9 Graph showing Mode of communication 53

10 Graph showing Rate which media is influence able 55

11 Graph showing If the customers notice about the promotional offers

today 57

12 Graph showing If the Promotional offers at Big Bazaar are attractive

and induce me to make a purchase 59

13 Graph showing Which range of products/brands Customers expect

promotional offer 61

14 Graph showing If availed any offers during your recent visits 63

15 Graph showing Which offers are customers are aware 65

16 Graph showing Where does customer find better 67

17 Graph showing If offers make customers feel like visiting again 69

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 marketing strategies and promotional activities.

The research titled „A Study on Effectiveness of Promotional Strategies with reference

to Big Bazaar(OMR)‟ helps us to understand the effect of promotional strategy which is

responsible for attracting customer towards big bazaar This study helpful to top level

management to improve the present promotional strategy of BIG BAZAAR.

The report deals with the impact of promotional activity which attracting customer towards

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 experimental research & survey research. The

instrument used for the data collection was observation & questionnaire. The target

respondents were the visitors of BIG BAZAAR, with the sample size of 100 for the study of

sales management of the company. 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.

Major Findings and suggestions:Most of the consumers are attracted to the promotional

strategies made by the advertising/radio this is been the major mode of communication

between the firm and final consumption. Female customers are difficult to convince when it

comes to BBPC so Big Bazaar needs to bring some alternative in attracting them. And

employees are paid less salaries has to be hiked.

Effectiveess Promotional strategy with reference to big bazaar

New Horizon college of Engineering-MBA DEPT Page 1

CHAPTER-1

INTRODUCTION

1.1 INTRODUCTION ABOUT THE INTERNSHIP

Internship (project work) is an integral part of the academic curriculum of

VISWESVARAYA TECHNOLOGICAL UNIVERSITY (VTU) MBA. It is an initiative to

bridge the gap between knowledge and its application through a series of interventions that

will enable us to gain insights and exposure to the industry.To respect the norms internship is

necessary to fulfill the practical requirement of MBA program 10weeks of internship in

related fields would certainly boost up the performance of the students in real world. This full

time management program and the faculty of management, VTU with four semesters

covering an international standard period of 2years.

Internship is a work related learning experience of individual who wish to develop hands

on work experience in a certain occupational fields. Most internship is temporarily

assignment that last approximately 2an half month up to an year. The main purpose of

internship is to get practical experience of work. It helps to develop skills like team work,

leadership, commitment, problem solving, decision making, good communication,

research and evaluation skills etc.

The thinking and the imagination remain only to the extent of what is said in the class

room. It becomes very important that every student is given opportunity to tally their

thinking an imagination to the real situations and then make question to themselves

whether it is the same. In internship provides an answer to the various questions asked by

every student to themselves. Thus internship plays a major role as a part of our education

The 12 week Internship (project work) has been positioned during 4th semester of the

MBA program as it serves the twin purposes of providing critical business insights to

students as well providing industry with graduates of a high calibre who are ready to get

ahead in the world from day one.



1.1 TOPIC CHOOSEN FOR THE STUDY

„A Study on Effectiveness of promotional strategy with reference to Big Bazaar(OMR)‟

helps us to understand the effect of promotional strategy which is responsible for attracting

customer towards big bazaar This study helpful to top level management to improve the

present promotional strategy of BIG BAZAAR.

The report deals with the impact of promotional activity which attracting customer towards

big bazaar.

1.3 NEED FOR THE STUDY

It helps to increase the overall sales.

It helps to increase the footprints of the customer into the store.

It also helps to know which offer is most effective and which is not effective.

1.4 OBJECTIVES OF THE STUDY

To study Promotional strategies of Big Bazaar.

To study effective marketing strategies which influence consumer to purchase a product

of Big Bazaar.

To know how the promotional strategies help Big Bazaar to maintain the position in retail

sector

To assess the effectiveness of the different Medias used by Big Bazaar for its Promotion

To know the relationship between promotional strategy and buying decision



1.5 SCOPE OF THE STUDY

The scope of the study is to know Promotional strategies which influence the consumers to

buy clothes from big bazaar.

The scope of research also helps in understanding the profile of the consumers. Effectiveness

of Promotional strategy is studied in terms of awareness and influence by exerted by the

various promotional offer tools directed towards the customers.

1.5 METHODOLOGY ADOPTED

Research Design is arrangement of conditions for collection and analysis of data in a manner

that aims to combine relevance to the research purposes with economy in procedure. In fact,

the research design is the conceptual structure within which research is conducted. A design

is used to structure the research, to show how all of the major parts of the research project --

the samples or groups, measures, treatments or programs, and methods of assignment -- work

together to try to address the central research questions.

Descriptive study is adopted for this study. It includes survey and fact finding enquiries of

different kind‟s. The major purpose of descriptive research is description of state ofaffairs, as

it exists at present. The main characteristic of this method is that the researcher has no control

over the variables. He can only report what has happened or what is happing.

Sample Design

The sample design is a definite plan for obtaining a sample from the sampling frame. It refers

the technique or procedure the researcher would adopt in selecting some sampling units from

which inferences about the population are drawn.



Population and Sample size

A decision has to be taken concerning a sample unit before selecting sample. The population

for this study includes the customers from OMR Big Bazaar. The sample size was chosen

from store walk –ins and a sample size to be considered is 100 for study purposes.

Data Collection

Data collection method is a technique which can be used by a researcher for drawing the

Inferencesfor the study of research. Structured questionnaire was constructed and distributed

to the individual customers. Data was collected by two methods:

Primary data

Primary data is gathered through direct interview and questionnaire. A questionnaire consists

of a set of questions presented to respondents to their answers. While preparing the

questionnaire the researcher has to carefully choose the questions and this forms and

sequence them in proper order.

Secondary Data

The secondary data are those which have ready been collected by someone else and which

have already been passed through statistical processes. The secondary data has been collected

from company records, journals, Websites.

1.7 REVIEW OF LITERATURE

This review includes literature from the variety of sources, including scholarly journal

articles, books and internet websites. Little has been written concerning the specific

involvement and effects of marketing practices upon the field of customers to modern

marketing techniques.

Promotional strategies should be designed to suggest, encourage, and facilitate personal

interpretations of the self‐relevance and positive consequences of product use. Marketers can

use protocol probing procedures to obtain feedback about the personal interpretations



consumers form during product comprehension.Timothy R.Graeff ,“"Product comprehension

and promotional strategies".” Journal of Consumer Marketing, , 1995: pp.28 - 39.

Promotion is used to communicate with customers with respect to product offerings. This

article explores the role of promotion in the information marketplace. Promotion has a key

role in determining profitability and market success and is one of the key “Four Ps” of the

marketing mix. The tools that can be employed in the promotional mix include: advertising;

direct marketing; sales promotion; public relations and publicity; personal selling and

sponsorship. The article reviews the stages in the design of communications strategies and

thereby explores concepts such as target audiences, marketing messages, communication

channels, promotional budgets and monitoring promotional performances. Jennifer Rowley,

“"Promotion and marketing communications in the information marketplace",.” 1998: pp.383

- 387.

Enhancing Promotional Strategies

The second generation of Internet- based applications (i.e., Web 2.0), in which users control

communication, holds promise to significantly enhance promotional efforts within social

marketing campaigns. Web 2.0 applications can directly engage consumers in the creative

process by both producing and distributing information through collaborative writing, content

sharing, social networking, social bookmarking, and syndication. Web 2.0 can also enhance

the power of viral marketing by increasing the speed at which consumers share experiences

and opinions with progressively larger audiences. Because of the novelty and potential

effectiveness of Web 2.0, social marketers may be enticed to prematurely incorporate related

applications into promotional plans. However, as strategic issues such as priority audience

preferences, selection of appropriate applications, tracking and evaluation, and related costs

are carefully considered, Web 2.0 will expand to allow health promotion practitioners more

direct access to consumers with less dependency on traditional communication channels.



Keywords: social marketing; Web 2.0; promotion; social media; strategy, Rosemary

Thackeray, PhD, MPH Brad L. Neiger, PhD, CHES Carl L. Hanson, PhD, CHES James F.

McKenzie, PhD, MPH, CHES at BRIGHAM YOUNG UNIV on March 19, 2010 pg. no 338

1.8 LIMIATION OF THE STUDY

The study was restricted to only the customers of BIG BAZAAR, Bangalore

The time constant was a

limiting factor, as more time required carrying out study on other aspects of the

topic.

Findings are related to particular areas

Respondents did not respond, so I had to find many customers for survey.

The respondents were in hurry for their purchases and were not properly

cooperating for interview.

Some of the respondents were not happy with the offers and used to disagree with

interview process.

The research was limited to OMR Big Bazaar and could not expand to other

branches.

Unwillingness and inability of responded to provide information.



CHAPTER-2

2.1 INDUSTRY PROFILE

The word "Retail" originates from a French-Italian word. Retailer is someone who cuts off or

sheds a small piece from something. Retailing is the set of activities that markets products or

services to final consumers for their own personal or household use. It does this by

organizing their availability on a relatively large scale and supplying them to customers on a

relatively small scale. Retailer is a Person or Agent or Agency or Company or Organization

who is instrumental in reaching the Goods or Merchandise or Services to the End User or

Ultimate Consumer.

Indian Retail

INDIAN RETAIL

Size of the industry

By 2010 the organised Retail Sector in India

is expected to triple its size. The food and

grocery retail sector is expected to multiply

five times in the same time frame. The

market size of Indian retail industry is about

US $312 billion

Geogrphical distribution

In all the major Cities of the country

Output Perannum

With growing market demand, the industry is

expected to grow at a pace of 25-30%

annually

Percentage in the world market Today India is the fifth largest in the world in

terms of Retail Industry

Market capitalization In 2010 the retail trade accounts for 12 % of

the country's GDP. The present value of the

Indian retail market is estimated to be around

Rs. 12, 00,000 crore ($270 billion) and the

annual growth rate is 5.7%.



The Indian retail industry is one of the most vibrant industries in the country. It is currently

ranked at 20th position among the top 30 developing countries identified by management

consulting firm AT Kearney in its 2014 Global Retail Development Index (GRDI).

India remains an appealing, long-term retail destination for several reasons starting with its

demography – half of India‟s population is less than 30 years of age and roughly one-third of the

population lives in cities. The disposable income of Indians is increasing - allowing them to

spend more and try new products, brands, and categories.

With the growth in the retail industry, the corresponding demand for real estate is also being

created. Further, with the online medium of retail gaining more and more acceptance, there is a

tremendous growth opportunity for retail companies, both domestic and international.

Market Size

Market size of Indian retail industry

The total market size was US$ 490 billion in 2013, registering a CAGR of 6.1 per cent since

1998.

India‟s retail market is likely to touch a whopping Rs 47 trillion (US$ 738.71 billion) by 2016-

17, expanding at a compounded annual growth rate of 15 per cent, a Yes Bank-Assocham study

says.

The retail market, which comprises both organised and unorganised segments, stood at Rs. 23

lakh crore in 2011-12.



“Favourable demographics, increasing urbanisation, nuclearisation of families, rising affluence

amid consumers, growing preference for branded products and higher aspirations are other

factors which will drive retail consumption in India

INDYSTRY STRUTURE

The retail industry continued in India in the form of kiranas till 1980 soon, following the

modernization of the retail sector in India many companies started pouring in the retail

industry in India like Bombay Dyeing, Grasim etc. as has been mentioned earlier the retail

sector in India can be widely split into the organized and unorganized sector.

Today India is the fifth largest in the world in terms of Retail Industry. Comprising of

organized and unorganized sectors, Indian retail industry is one of the fastest growing

industries, especially over the last few years. Though initially, the retail industry in India was

mostly unorganized, with the change of tastes and preferences of the consumers, the industry

is getting more popular these days and getting organized as well. With growing market

demand, the industry is expected to grow at a pace of 25-30% annually. The India retail

industry is expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore shortly.

Retail Classification

Organized Sector Unorganized Sector



GROWTH OF THE INDUTRY

Indian Retail Industry is the most promising emerging market for investment According to

the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, the retail trade in

India had a share of 8-10% in the GDP (Gross Domestic Product) of the country in the year

2007. In 2009, it rose to 12% in the year 2008 and expected to reach 22% in the next few

years

RETAILERS ASSOCIATION OF INDIA (RAI)

Retailers Association of India (RAI) is serving as the unified voice of Indian retailers. RAI is

a not for profit organization, which works with all the stakeholders for creating the right

environment for the growth of the modern retail industry in India. RAI is the body that has

been encouraging and developing the facilities and supports retailers to become modern and

adopt best practices that will delight customers. RAI has a three charter aim for Retail

Development, Facilitation and Propagation.

Global Scenario

Retail has played a major role world over in increasing productivity across a wide range of

consumer goods and services .The impact can be best seen in countries like U.S.A., U.K.,

Mexico, Thailand and more recently China. Economies of countries like Singapore,

Malaysia, Hong Kong, Sri Lanka and Dubai are also heavily assisted by the retail sector.



Retail is the second-largest industry in the United States both in number of establishments

and number of employees. It is also one of the largest world-wide. The retail industry

employs more than 22 million Americans and generates more than $3 trillion in retail sale

annually. Retailing is a U.S. $7 trillion sector. Wal-Mart is the world‟s largest retailer.

Already the world‟s largest employer with over 1million associates, Wal-Mart displaced oil

giant Exxon Mobil as the world‟s largest

Company when it posted $219 billion in sales for fiscal 2001. Wal-Mart has become the most

successful retail brand in the world due its ability to leverage size, market clout, and

efficiency to create market dominance. Wal-Mart heads Fortune magazine list of top 500

companies in the world. Forbes Annual List of Billionaires has the largest number (45/497)

from the retail business.

Retail is the sale of goods and services from individuals or businesses to the end-user.

Retailers are part of an integrated system called the supply chain. A retailer purchases goods

or products in large quantities from manufacturers or directly through a wholesaler, and then

sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed

locations or online. Retailing includes subordinated services, such as deliver. The term

“retailer” is also applied where a service provider services the needs of a large number of

individuals, such as a public utility, like electric power. Shops may be on residential streets,

streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians

only. Sometimes a shopping street has a partial or full roof to protect customers from

precipitation. Online retailing, a type of electronic commerce used for business-to-consumer

transactions and mail order. Are forms of non-shop retailing. Shopping generally refers to the

act of buying products. Sometimes this is done to obtain necessities such as food and

clothing, sometimes it is done as a recreational activity. Such as food and clothing sometimes

it is done as recreational activity.

Large format retail businesses dominate the retail landscape in the United States and across

Europe, in terms of retail space, categories, range, brands, and volumes. Indian retail industry

cannot hope to learn much by merely looking at the Western success stories in retail. Their

scales of operations are very huge, the profit margins that they earn are also much higher and

they operate in multiple formats like discount stores, warehouses, supermarkets, departmental



stores, hyper-markets, convenience stores and specialty stores. The economy and lifestyle of

the West is not in line with that of India and hence the retailing scene in India has not evolved

in the same format as the West nor can we learn valuable lessons from their style of

operations. In retailing, the conventional wisdom used to be, that, the critical success factor

was location. But precise location no longer matters and geo-demographics are increasingly

becoming irrelevant. The leading multiple chain retailers, superstores and malls create their

own centers of gravity, attracting customers by car, bus, train or even by plane to wherever

they are located. The following factors still pose a challenge for the Indian retailers.

GLOBAL TOP TEN RETAILERS

WORD WILD TOP TEN RETAILERS

RANK COMPANY COUNTRY

1 Wal Mart United States

2 Tesco United Kingdom

3 Costco United States

4 Carrefour France

5 Kroger United States

6 Lidl Germany

7 Metro AG Germany

8 The Home Depot United States

9 Aldi Germany

10 Target Corporation United States

Key Challenges:

Location:

"Right Place, Right choice" Location is the most important ingredient for any business that

relies on customers, and is typically the prime consideration in a customer‟s store choice.

Locations decisions are harder to change because retailers have to either make sustainable

investments to buy and develop real estate or commit to long term lease with developers.

When formulating decision about where to locate, the retailer must refer to the strategic plan:



Investigate alternative trading areas.

Determine the type of desirable store location

Evaluate alternative specific store sites

Merchandise:

The primary goal of the most retailers is to sell the right kind of merchandise. Merchandising

consists of activities involved in acquiring particular goods and services and making them

available at a place, time and quantity that enable the retailer to reach its goals.

Merchandising is perhaps, the most important function for any retail organization, as it

decides what finally goes on shelf of the store.

Pricing:

Pricing is a crucial strategic variable due to its direct relationship with a firm's goal and its

interaction with other retailing elements. The importance of pricing decisions is growing

because today's customers are looking for good value when they buy merchandise and

services. Price is the easiest and quickest variable to change.

Target Audience:

"Consumer the prime mover" "Consumer Pull", however, seems to be the most important

driving factor behind the sustenance of the industry. The purchasing power of the customers

has increased to a great extent, which is influencing the retail industry to a great extent, a

variety of other factors also seem to fuel the retailing boom.

2.2 Scale of Operations:

Scale of operations includes all the supply chain activities, which are carried out in the

business. It is one of the challenges that the Indian retailers are facing. The cost of business

operations is very high in India.

Indian retail types

Malls

Branded stores



Specialty stores

Departmental stores

Super markets

Discount stores

Hyper markets

Shopping markets

Convenient stores

Malls:

The largest form of organized retailing today Located mainly in metro cities, in proximity to

urban outskirts. Ranges from 60,000 sqft to 7,00,000 sq. ft. and above. They lend an ideal

shopping experience with an amalgamation of product, service and entertainment, all under a

common roof. Examples include Shoppers Stop, mega Mart, Pantaloon, Wall mart etc.

Specialty Stores:

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword,

RPG's Music World and the Times Group's music chain Planet M, are focusing on specific

market segments and have established themselves strongly in their sectors.

Discount Stores:

As the name suggests, discount stores or factory outlets, offer discounts on the MRP through

selling in bulk reaching economies of scale or excess stock left over at the season. The

product category can range from a variety of perishable/ nonperishable goods.

Department Stores:

Large stores ranging from 20000-50000 sq. ft., catering to a variety of consumer needs.

Departmental stores further classified into localized departments such as clothing, toys,

home, groceries etc. Departmental Stores are expected to take over the apparel business from

exclusive brand showrooms. Among these, the biggest success is K Raheja's Shoppers Stop,

which started in Mumbai and now has more than seven large stores (over 30,000 sq. ft.)

across India and even has its own in store brand for clothes called Stop!.



Marts/Supermarkets:

Large self service outlets, catering to varied shopper needs are termed as Supermarkets.

These are located in or near residential high streets. These stores today contribute to 30% of

all food & grocery organized retail sales. Super Markets can further be classified in to mini

supermarkets typically 1,000 sqft to 2,000 sqft and large supermarkets ranging from of 3,500

sqft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.

Convenience Stores:

400-2,000 sq. feet located these relatively small stores near residential areas. They stock a

limited range of high-turnover convenience products and are usually open for extended

periods during the day, seven days a week. Prices are slightly higher due to the convenience

premix

Scope of the Indian Retail Market:

The scope of the Indian retail market is immense for this sector is poised for the highest

growth in the next 5 years. The Indian retail industry contributes 13% of the country‟s GDP

in the Indian retail market the scope for growth can be seen from the fact that it is expected to

rise to US$ 590 billion in 2011-12 from US$ 309 billion in 2006-07.

The organized retailing sector in India was only 7% in 2008 and is expected to rise to 25-30%

by the year 2016. There are under construction at present around 325 departmental stores,

300 new malls, and 1500 supermarkets. This proves that there is a tremendous scope for

growth in the Indian retail market. The growth of scope in the Indian retail market is mainly

due to the change in the consumer‟s behavior. For the new generation have preference

towards luxury commodities which have been due to the strong increase in income, changing

lifestyle and demographic patterns which are favorable. The scope of the Indian retail market

has been seen by many retail giants and that is the reason that many new players are entering

the India retail industry



Functions of retailing:

Retailers play a significant role as a conduit between manufacturers, wholesalers, suppliers,

and consumers. In this context, they perform various functions like storing, breaking bulk,

holding stock, as a channel of communication, storage, advertising, and certain additional

services



2.3 COMPANY PROFILE:

Type : Public

Industry: Retailing

Founded : 2001

Headquarter : Mumbai, Maharastra , Indaia

Founder: Mr Kishore Laxminarayan Biyani

Director : Mr Rakesh Biyani

Revenue : Rs.110 billion ( US$1.7 billion)

Crores(in 2012)(big bazaar and food bazaar combined)

No of employees : 36000 people

Partent : Future Group

Slogan : Making India Beautifu

Background and Inception of Big Bazaar Future Group

Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation. It is a

subsidiary of Future Group Limited. Big Bazaar is a complete shopping experience for you

and your family. Big Bazaar offers everything from home furnishings, utensils, crockery,

cutlery, kids stuff and sports goods to fashion clothing and food. Through their retail brands,

Big Bazaar presents a wide collection of products ranging from apparel, mobiles and

accessories, electronics, home appliances, kitchen appliances, CDs and DVDs, gold and

diamond jewellery, books, car accessories and more. You get the best quality merchandise at

the most affordable rates at Big Bazaar. All products at Big Bazaar come with manufacturers



warranty and are of the best quality. When you buy online at Big Bazaar.FutureBazaar.com,

they also offer you convenient payment options, delivery as guaranteed and an easy return

policy. Shipping is also done free of cost.

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. Future

Group is present in 61 cities and 65 rural locations. The group‟s flagship company, Pantaloon

Retail (India) Limited operates over 10,000,000 square feet (930,000 m2) of retail space, has

over 1,000 stores and employs over 30,000 people. Some of its leading retail formats

includeBig Bazaar, Central, Food Bazaar, Home Town, ezone, Depot, Future Money and

online retail format www.futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future Generali India, Indus

League Clothing and Galaxy Entertainment which manages Sports Bar, Brew Bar and

Bowling Co. Future Capital Holdings, the group‟s 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 group‟s 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 Talwalkar‟s, Blue Foods and Liberty Shoes.

Future Group‟s vision is to, “Deliver Everything, Everywhere, Every time to Every Indian

Consumer in the most profitable manner.” The group considers „Indian-ness‟ as a core value

and its corporate credo is - Rewrite rules, Retain values.



Future Group is India‟s leading business group that caters to the entire Indian consumption

space. Led by Mr. Kishore Biyani, the Future Group operates through six verticals: Retail,

Capital, Brands, Space, Media and Logistics.

Future Retail (encompassing all lines of retail business),

Future Capital (financial products and services),

Future Brands (all brands owned or managed by group companies),

Future Space (management of retail real estate),

Future Logistics (management of supply chain and distribution)

Future Media (development and management of retail media.

(Incorporated in the Republic of India with limited liability under the Companies Act, 1956)

From its beginning in 1987, they have today evolved as one of the leading retailer and are

among the pioneers in setting up a nation-wide chain of large format stores in India. They

believe that the various initiatives taken by them have played a key role in enhancing the

standards of retail in the country. They believe their focus on customers supported by

systems and processes and a committed work force are the key factors that have contributed

to our success and will help us scale up as we embark on our strategic growth plan.

Pantaloons is the first organized departmental store format targeting the Indian middle class

and upper class customers across age and gender.

2.4 Awards and recognition

2009 CNBC Awaaz Consumer Awards 2009, Images Fashion Forum 2009, Coca-Cola

Golden Spoon Awards 2009

2008Indian Retail Forum Awards 2008, The INDIASTAR Award 2008 ,Retail Asia Pacific

500 Top Awards 2008, Coca-Cola Golden Spoon Awards 2008, The Reid & Taylor Awards

For Retail Excellence 2008



2007 Images Retail Awards, National Retail Federation Awards, World Retail Congress

Awards, Hewitt Best Employers 2007, PC World Indian Website Awards Reader‟s Digest

Trusted Brands Platinum Awards.

2006Retail Asia Pacific Top 500 Awards, Asia money Awards, Ernst & Young Entrepreneur

of the Year Award, CNBC Indian Business Leaders Awards, Lakshmipat Singhania – IIM

Lucknow National Leadership Awards, Images Retail Awards , Readers‟ Digest Awards ,

CNBC Awaaz Consumer Awards, Reid & Taylor

Awards for Retail Excellence

2005 Images Retail Awards 2005,DAKS London

2004 Images Retail Awards 2004, Reid & Taylor and DLF Awards

2003Indian Express Award.

Nature of Business

The company is present across several lines of business, which have various formats (stores).

Fashion- Central, Brand Factory, Blue, sky, Top 10, Fashion station, Big Bazaar, Lee

Cooper.

General Merchandise- Big Bazaar, shoe factory, Navras, Electronics Bazaar, Furniture

bazaar.

Electronics-Ezone, Electronic Bazaar, Staples.

Home improvement- Home Town

Furniture- Collection I , Furniture Bazaar , Home Bazaar.

E-tailing(online shopping)-www.futurebazaar.com

Books and music depot.

Wellness-Star &sitara, Tulsi.

Telecom & IT- Gen M, M Bazaar, M-Port, Coverage M , Future Axiom.

Service- E care, H care.

Investment & savings- ULIP, Pension, Endowment etc.



2.5 Vision of the company

“Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer

in most profitable manner.”

Mission of the company

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 Valuesof the company

Indiana‟s: 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.



2.6 Product Profile (Big Bazaar)

1. Food items

Chill Zone

Chef zone

Hungry Kay

2. Non – Food items

Personal Care

Home care

Fabric clean

3. Staples

Basic staples

Cooking mediums

4. Fruit and Vegetables.

5. PUC (Plastic Utensils & crockery)

6. Cookware.

7. Electronics items

White goods.

Small appliances

My things

AC and Geysers

LCD and LED Televisions

Audio Players.

8. Furniture Items

Dining tables

Bean bags



Wardrobe

Beds

Dressing Table

9. Men‟s fashion items

Men casuals

Men formals

Men denims and tees

Men nightwear

Men seasonal wear

Men accessories

Men sports wear

Men occasional wear

10. Ladies fashion items

Ladies accessories

Ladies nightwear

Ladies ethnic(dress materials, sari, kurti,etc)

Ladies western

Ladies western formals

Ladies western party wear

Ladies sports wear

11. Kids wear

Girls wear

Boys wear

Toddlers

Kids accessories.



2.7 Major Competitors

K Raheja Group

They forayed into retail with Shopper‟s Stop, India‟s first departmental store in 2001. It

is the only retailer from India to become a member of the prestigious Intercontinental

Group of Departmental Stores (IGDS). They have signed 50:50 joint venture with the

Nuance Group for Airport Retailing. Shoppers Stop has 7, 52, 00 sqft of retail space with

a turnover of Rs 6.75 billion. The first Hyper city opened in Mumbai in 2006 with an

area of 1, 20,000 sq. ft. clocking gross sales of Rs. 1 bn in its first year. They also own

crossword brand of book stores, Homes stop a store for home solutions, Mother care a

concept stocking merchandise related to childcare. Recently, Raheja‟s have signed MoU

with the Home Retail Group of UK to enter into a franchise arrangement for the Argos

formats of catalogue & internet retailing. The group has announced plans to establish a

network of 55 hypermarkets across India with sales expected to cross the US$100

million mark by 2010.

Tata group:

Established in 1998, Trent - one of the subsidiaries of Tata Group - operates Westside, a

lifestyle retail chain and Star India Bazaar - a hypermarket with a large assortment of

products at the lowest prices. In 2005, it acquired Landmark, India's largest book and

music retailer. Trent has more than 4 lakh sq. ft. space across the country. Westside

registered a turnover of Rs 3.58 mn in 2006. Tata‟s has also formed a subsidiary named

Infiniti retail which consists of Croma, a consumer electronics chain. It is a 15000-17000

sq. ft. format with 8 stores as of September 2007. Another subsidiary, Titan Industries,

owns brands like “Titan”, the watch of India has 200 exclusive outlets the country and

Tanishq, the jewellery brand, has 87 exclusive outlets. Their combined turnover is Rs

6.55 billion.Trent plans to open 27 more stores across its retail formats adding 1.5

mnsqft of space in the next 12 DLF malls.



Bharti-Walmart

Their plans include US$ 7 bn investment in creating retail network in the country

including 100 hypermarkets and several hundred small stores. They have signed a 50:50

percent joint venture agreement with Walmart. Wal-Mart will do the cash & carry while

Bharti will do the front-end.

Reliance

India‟s most ambitious retail plans are by reliance, with investments to the tune of Rs.

30,000 cr ($ 6.67 bn) to set up multiple formats with expected sales of Rs 90,000 crores

($20 bn) by 2009-10. There are already more than 300 Reliance Fresh stores and the first

Reliance Mart Hypermart has opened in Ahmedabad. The next ones are slated to open at

Jamnagar, followed by marts in Delhi / NCR, Hyderabad, Vijaywada, Pune and

Ludhiana.

AV Birla Group

They have a strong presence in apparel retailing through Madura garments which is

subsidiary of Aditya Birla Nuvo Ltd. They own brands like Louis Phillipe, Van Heusen,

Allen Solly, Peter England, Trouser town. In other segments of retail, AV Birla Group

has announced investment plans of Rs 8000 - 9000 crores in the first 3 years till 2010.

The acquisition of Trinethra (food & grocery) chain in the south has moved their tally to

400 stores in the country. Their “More” range of 15 supermarkets are slated to open at

Nashik, Pune and other tier II cities in Western India in 2007.



2.8 SWOT ANALYSIS

Strengths provide an insight to business opportunities andweakness in business can cause

immediate threats

A scan of the internal and external environment is an important part of the strategic planning

process. Environmental factors internal to the firm usually can be classified as strength (S)

and weakness (W) and the external to the firm can be classified as opportunity (O) and threats

(T). Such an analysis of the strategic environment is referred to as SWOT analysis.

The SWOT analysis provides information that is helpful in matching the firm‟s resource and

capabilities to the competitive environment in which it operate. As such it is instrumental in

strategy formulation and selection.

The SWOT (strength, weakness, opportunities and threats) analysis has been a useful tool for

industry. The SWOT tool is effectively used as a decision-making aid while planning new

programs.



STRENGTH

High brand equity enjoyed by big bazaar.

State of the art infrastructure.

A vast verity of stuff available under one roof.

Everyday new prices, which attract customers.

Maximum percent of footfalls converted in sales.

Huge investment capacity.

Biggest value retail chain in India.

It offer a family shopping experience where entire family can visit together.

Available facilty such as online booking and delivery of goods.

WEAKNESS

Unable to meet store opening targets on time.

Falling revenue per sq ft.

General perception: “low price=low quality”.

Over crowd during offers.

Long lines at billing counters which are time consuming.

Limited only to value offering low price products.

A number of branded product are still missing from big bazaar‟s line of products. Eg.

Jockey when heusen.

OPPORTUNITIES

A lot of scope in indian organized retail as it stand at approximately 4%.

Increasing more culture in india.

More people these days prefer to visit big store where they can find large variety under

one roof.



THREATS

Competition from other value retail chain such as shoprite, reliance(fresh & trends),hyper

city and D mart.

Unorganized retail also appers to be the threats to big bazaar‟s business.

A large population still prefers to visit local convenient store for daily purchases.

Changing government policy.

International players looking foray India

ORGANIZATION STRUCTURE (ZONAL)

2.9 FUTURE GROWTH AND PROSPECT OF BIG BAZAAR

President

Vice president

Operation

Head

Finance

MGR Category

MGR HR MKT MGR

Store Mgr Finance

Head

Categories

Head HR Head MKT Head



There is no reason for any pessimism on Indian retail market prospects, Sanjeev Agarwal, the

joint CEO of big bazaar, the future group chain, said here on Friday.

Speaking to Business Standard at the launch of their 148th

store in the country, he said the

market was far from saturation. “We plan to continue opening one to two store every month,”

he said “We are positive on consumer spending.”

Agarwal said the chain‟s revenue was at 25% yearly. However he declined to talk on

investment made or being planned.

Ruling out foray abroad, he said the opportunity in India was quite larger and, therefore, there

was no reason to look elsewhere. “Our strength lies in knowing Indian customer well.

As for the decision by the retail chains, including his own, to substitute Reckitt Benckiser‟s

product with their own after the latter cut the sales margins it allowed them, agarwal said the

shift to in- house brands(he prefers the term „private brands‟ to „private lables‟) was 15 years

old, not something triggered recently. „We have been running the private brand programme

for 15 years now‟,he said. The Future Group had always belived in managing the entire

supply chain, he added.

On the protest against budget proposal to impose 10% excise duty on banded

apparels,Agarwal refuse to comment. Earlier retailers, including future group, had said their

store would down shutters on Monday, to express their protest against the move. „No

comment‟ was all that agarwal said on friday on the matter.

The future group operate other retail chain, too, such as pantaloons, food bazaar, central,

home town and e-zone. It also has a presence in other segment such as consumer finance

,insurance, logistics, brand development, and infrastructure. Future group CEO Kishore

biyani had recently said stake sale was a possibility in some non-core assets, to be able to

raise between rupees 2500 crore and rupees 4000 crores. the Group‟s overall debt was pegged

at a rs 4800 crore according to reports.

The group is believed to be in talk with French retail major Carrefour for joint venture, but

that can only happen after the government multi brand retail to foreign investment. Carrefour



has, meanwhile entered India in wholesale business, and has open one out late in capital. Up

to 100% foreign direct investment is allowed in the wholesale business, up to 51% FDI in

single-brand retail, and no foreign investment



CHAPTER-3

THEORITICAL BACKGROUND OF THE STUDY

Promotional Strategy

Meaning

Promotion is an important marketing force that provides extra incentives to achieve sales.

Promotion is an important marketing tool as compared to advertisements and sales force.

Promotion is both short term and long-term activities carried.

To communicate with individuals, groups or organizations to directly or indirectly facilitate

exchanges by informing and persuading one or more audience to accept an organization's

products.

The growing power of large retailers has increased their ability to demand trade promotion at

the expense of consumer promotion and advertising. These retailers depend on promotion

money from the manufacturers. No manufacturer could unilaterally offer trade allowances

without losing retailer support. The company sales force and its brand managers are often at

odds over trade promotion.

Used in marketing.IT is to do with finding the appropriate market for a product or service and

utilising all aspects of the promotion such as advertising and discounts used to promote the

product or service to a particular market

PROMOTIONAL STRATAGY seems most effective when used together with advertising in

one study, a price promotion only produce 15% increase in sales value when combine with

feature advertising, sales volume increase 19%, when combine with feature advertising and

point of purchase display, sales volume increase in 24%.

According to Kishore Biyani's 3-C theory, Change and Confidence among the population is

leading to rise in Consumption, through better employment and income. Big Bazaar has

divided India into three segments:

India one: The Consuming class which includes upper middle and lower middle class

(14% of India's population).



India two: The Serving class which includes people like drivers, household helps, office

persons, liftmen, and washermen (55% of India's population) and

India three: The Struggling class (31% of India's population).

SCHEMES AND INNOVATION OF THE PROMOTIONAL STRATEGY

Wednesday Bazaar

The concept of Wednesday Bazaar was promoted as 'Hafte Ka Sabse Sasta Din' (Cheapest

Day of the Week). Initiated in January 2007, the idea behind this scheme was to draw

customers to stores on Wednesdays, the day when consumer presence is usually less.

According to the chain, the aim of the concept was 'to give home makers the power to save

the most'.

Maha Bachat

The concept of 'Maha Bachat' (Mega Saving) was introduced in the year 2006 as a single day

campaign with promotional offers across the company outlets. Over the years, the concept

has grown to become a six-day biannual campaign. During the campaign, offers are given in

all the value formats including Big Bazaar, Food Bazaar, Electronic Bazaar, Furniture

Bazaar, Fashion bazaar

The Great Exchange Offer

Introduced on 12 February 2009, 'The Great Exchange Offer' allows customers to exchange

their old goods for Big Bazaar coupons. The coupons can be redeemed later for buying brand

new goods from Big Bazaar outlets across the nation.

Role of Promotion

Promotions are an extremely valuable tool for the marketing of brands.

Like all other tools, promotions can make a valuable contribution to marketing when they

are properly used.

Promotions are offered to the customers to get the sales and to increase their market share

The short-term promotions are towards increasing the sales and the long-term sales are

towards increasing the customer base.



When To Use Promotion

A brands quality is inferior to competition

A brands advertising is not as persuasive as competitive

A new brand is being introduced

The Bangalore population is experiencing the new trend of shopping. Big Bazaar is

known for its promotions. This survey was conducted to study the “Effectiveness of

Promotional offers at Big Bazaar, Market city Bangalore”.

Effectiveness of Promotion

Promotions are an extremely valuable tool for the marketing of goods. Like all other tools,

promotions can make a valuable contribution to marketing.

When done correctly, promotions get customers out of a holding pattern by giving them an

incentive to take action before a limited-time offer expires.

Promotions can spur purchases by established customers, reel in new customers, draw

customers from competitors, get current customers to buy differently, and stimulate business

during slow periods. However, rarely can one promotion accomplish all of those objective at

once.

A well thought out, properly targeted promotion prompts customers to take action by offering

one of these incentives:

Price savings, including discounts, coupons or added value offers

Samples or trial offers to provide a low-risk way to try new products or services

Events or experiences to generate crowds, enthusiasm, sales, publicity

Promotions work especially well when consumers are in need of a jolt to take buying action.

Just be clear about what you want to achieve. Set the number of sales you want to ring up,

dollars you want to bring in, customer names you want to collect, buying patterns you want to

change, or any other objective you want your promotion to achieve. Then determine what

your desired change will mean financially to your business.



Promotion function

The function of promotion is to accelerate action stated by other marketing activities.

Promotion acts as a catalyst to accelerate action, primarily on the part of the consumer. It

supplements, but is not a substitute for, advertising and selling efforts.

Promotion accelerates action by changing the price – value relationship of the brand

every product has an established value in the minds of the consumer. This is what the

consumer is normally willing to expend (in money) for what he gets, or thinks be gets, When

he buys the product.

Promotion changes this price-value relationship to the point where the individual is

stimulated to take a desired action. It does this in most cases either by lowering the price or

by increasing the value of the product or both.

Promotion‟s role in the life cycle of a brand

At each stage in a brand‟s life cycle a different degree of promotional emphasis is required.

New Product

A new product can usually profit from substantial promotion support – if the product, the

advertising, distribution and price are right.

The promotion can truly perform its function of accelerating trial and purchase of a brand

whose value has not yet been fully established in the minds of all consumers. Although good

advertising on a new brand will persuade many consumers to try the brand, it is not likely to

persuade every logical prospect to take immediate action. Though the advertising does not

quickly move to action, require an extra incentive, such as a free sample or coupon or some

other device that increases the value of the brand, or lowers its price, to the point where the

prospect decides to buy it. If the product is of good quality, promotion thus helps to establish

its value quickly in the minds of more people.



Growing Brand

There are indications, incidentally, that many new brands (but not all) reach their share-of-

market peak within six months to a year after the completion of their introduction. This leads

to the conclusion that a brand of proven product and advertising copy superiority would be

well advised to meet maximum trial during the introductory period by spending heavily in the

advertising media and on the promotional devices that are most effective in reaching the

brand‟s best long-term prospective consumers. Investment at the highest practicable level in

effective advertising and promotion during the introductory stage, therefore – by quickly

achieving a high franchise level – can establish a business that is less vulnerable to

competition and that returns higher level of profit in the following years.

Stable Brand

An established, growing brand generally requires minimal promotion support, usually of a

selective nature. The product and its advertising are still equal to or better than competition.

A high proportion of potential customers have tried the brand. In addition, many have

become more or less regular users.

In such a healthy situation, the job that promotion has to do usually is much narrower and

more specialized. It can be used for such specific purposes as improving distribution on large

sizes, attracting new users from fringe groups or areas where usage levels are below potential,

or increasing the consumption among present users. Total promotion expenditures, however,

can be cut back to levels that generate optimum profits – so long as the brand continues to

represent superior value for the price.

Declining Brand

A mature, stable brand may need increased promotional support as competition begins to

match it in product quality and in the persuasiveness of its advertising copy, or as the brand

reaches its natural franchise level. When this happens, Growth ceases sales and share level

off.



Major Types of Customer Promotions

1. Sampling - Distribution of free special or regular size package to consumers

2. Couponing - Distribution of certificates with a stated monetary or merchandize value

which the consumer redeems through a retailer towards the purchase of the specified

item.

3. Demonstrations - An illustration of how a product is prepared and used frequently,

involving consumer tasting of food products and usually involving the presence of a

home economist or other trained representative.

4. Price packs - Offers to consumers of savings off the regular price of a product, flagged on

the label. Ex: A reduced price packs.

5. Free trials - Inviting customers, for free trials of products without cost.

6. Exchange Mela - Recent strategies to promote the offers where in there is exchange of old

used items to purchase new.

7. Customer membership cards: Customer purchases a card value that is valid for one year

and gets benefit of 20% extra at the end of the year



CHAPTER-4

DATA ANALYSIS AND INTERPRATION

4.1. Monthly income

Monthly Income RespondDATA

ANALYSIS AND

INTERPRATION

Ents

Percentage

10000 – 15000 65 43.33%

15000 – 20000 24 16%

20000 – 25000 27 18%

25000 and Above 34 22.67%

Total 150 100%

Source: primary data

Analysis:

From the above we can analyze that 65 of customers/respondents belong to the

income group of 10000-150000 out of 150 respondents .24 of respondents belong to

the income group of 15000-20000. 27 of respondents belong to the income group of

20000-25000. 34 of respondents belong to the income group of 25000 above.



Source: Table No 4.1

Interpretation:

According to the above graph we see that the income group for 10000-15000 is the

highest which is 43.33% compared to other income group followed by 16% , 18% and

22.67% of 100% respondents.

43.33%

16%

18%

22.67%

Monthly Income

10000 - 15000

15000 - 20000

20000 - 25000

25000 and Above



4.2.Which factor influence you to make purchase in big bazaar?

Factors

influence

ambience Quality Company

image

price others Total

Respondents

28 75 26 18 03 150

percentage 18.67% 50% 17.33% 12% 2% 100%


Analysis:

The table above shows that by what the people get influenced to shop at spencer here

you get to see 28 respondent come because of there good ambience 75 because of the

quality and 26 respondent because of the company image and 18 respondent visit

because of the price and remaing 3 visit for other reasons




Interpretation:

In the above graph 19% respondent shop at big bazaar because of the good ambience

50% of the respondent shop there because of the quality big bazaar has and 17%

respondent visit there because of the company image and 12% because of the price

and 2% of the respondent visit because of the other issues .

ambience

19%

quality

50%

company

image

17%

price

12%

others

2%

factors to purchase in big bazzar



4.3. Which promotional activity attracts you more?

Respondents Percentage

Offers 17 11.33%

Discount on every articles 70 46.67%

Gift on purchase 39 26%

Price of 95/96 19 12.67%

Others 05 3.33%

Total 150 100%

Source: Primary data

Analysis:

In the graph above it shows that by wat kind offers do people ge attracted 17 respondent get

attacted by the offers 70 respondent get attacted by discount on every articals 39 respondent

get attacted by the gift on the purchase and 19 respondent get attracted by the price of 95/96

and remaing 5 respondent by other promotional offers shop at big bazaar.




Interpretion:

In the chart above it shows that 47% respondent get attracted by the offers like discount on

every article and 26%respondent get attracted by the gift on purchase and 13% get attracted

by the price of 95/96 and 11% get attracted by the offers and 3% people get attracted by other

offers.

offers

11%

discount on

every articles

47%

gift on

purchases

26%

price of

95/96

13%

others

3% promotional activity



4.4. What do you think about the price of product?


Highly satisfied 18 12%

Satisfied 60 40%

Moderate 51 34%

Dissatisfied 16 10.67%

Highly dissatisfied 05 3.33%

Total 150 100%


Analysis:

In the table above maximum number of customers are satisfied with big bazaar price that is

around 60 respondents and 18 respondent are highly satisfied and 51 respondent are moderate

and 16 and 5 respondent are dissatisfied and highly dissatisfied.




Interpretation:

In the above graph it shows that 12% respondent are highly satisfied and 40% respondent

are satisfied and 34% respondent are moderate and 11% respondent are dissatisfied and

3% respondent are highly dissatisfied about the pricing .

12%

40% 34%

11%

3%

What do the respondents think about the price of product

highly satisfied

satisfied

moderate

dissatisfied

highly satisfied



4.5. In which sale are you satisfied more in big bazaar?


Pay back period 18 12%

Monthly saving offers 73 48.67%

Gift vouchers 36 24%

Big day sale(ss3d) 21 14%

Others 02 1.33%

Total 150 100%


Analysis:

in the table above shows that most of the customers are happy with the monthly saving offers

sale that is around 73 respondent and 18 respondent are happy about the pay back period sale

and 36 respondent are happy with the gift voucher sale and 21 respondent are happy with the

big day sale and 2 respondent are not aware of these sales .




Interpretation:

In the graph above it shows that maximum number of customers are happy with the monthly

saving offer sale which means 49% of the respondent shop at big bazaar because of the

monthly saving offer 24% respondent happy with the gift voucher sale and 14% respondent

are happy with the big day offer sale at big bazaar and 12% respondent are happy with the

pay back period sale and remaing 3% respondent are not aware of the sale.

12%

49%

24%

14%

1%

satisfaction sales of big bazaar as per

consumers

pay back period

monthly saving offers

gift vouchers

big day offers(SS3D)

others



4.6. In which department you prefer to buy more products in big bazaar?


Food 57 38%

Hometown 39 26%

Toys and sports 24 16%

Non food 26 17.33%

others 04 2.67%

Total 150 100%


Analysis:

In the table above it is seen that 57 respondent by product related food and 39

respondent visit hometown and 24 respondent visit toys and sports 26 respondent go

for non food and 4 respondent for any other department products.




Interpretation:

according to the graph it shows that 38% of respondent visit big bazaar because of

the food department 26% respondent visit because of the hometowen department,

16% respondent because of the toys and sports and 17.33% respondent visit the nood

food department and 2.67% visit some other department.

38%

26%

16%

17.33%

2.67%

Department coustmers prefer to buy

Food

Hometown

Toys and sports

Non food

others



4.7. what do you think about approach of sales representative?


Excellent 54 36%

Good 56 37.33%

Average 25 16.67%

Poor 08 5.33%

Very poor 07 4.67%

Total 150 100%


Analysis:

accoding to the table it shows that 36% is excellent 37.33% are good 16.67% sales approach

are average 5% is poor and 4.67% is very poor




Interpretation:

According to above graph 37.33% and 36% sale approach are good and excellent respondents

think that sales approach of the company are very apporachable

36%

37.33%

16.67%

5.33% 4.67%

sales apporach representative

Excellent

Good

Average

Poor

Very poor



4.8. Opinion about the sales promotional strategy carried by the company?


Excellent 101 67.33%

Good 09 6%

Poor 30 20%

Very poor 10 6.67%

Total 150 100%


Analysis:

According to the study 101 respondent feel that sale promotional strategies are excellent and

9 respondent feel its good and 30 respondent feel its poor and 10 respondent feel its very

good.




Interpretation:

In the chart above it shows that 67.33 % respondent feel that sales promotional strategies

carried by the company are excellent and 6% feel its good and 20% respondent feel its poor

and 6.67% feel its very poor.

67.33%

6%

20%

6.67%

Sales promotional strategy carried by the company

Excellent

Good

Poor

Very poor



4.9. what is the opinion about the advertisement of big bazaar?


Highly satisfied 68 45.33%

Satisfied 58 38.67%

Average 15 10%

dissatisfied 09 6%

Total 150 100%


Analysis:

according to the study it shows that 68 respondent are highly satisfied with the advertisement

of bug bazaar and 58 respondent are satisfied and 15 respondent are avraege and 9 respondent

are dissatisfied with the advertisement of big bazaar.




Interepretation: According to the graph it shows that 43.33% of respondent are happy about

the advertisement of big bazaar and 38.67% respondent are are satisfied with the

advertisement of big bazaar 10% of the respondent are average about the advertisement of big

bazaar and 6% of the respondent are dissatisfied.

45.33%

38.67%

10%

6%

Advertisement of big bazaar

Highly satisfied

Satisfied

Average

dissatisfied



4.10. Do you consider promotional scheme during purchasing a product in big bazaar?


Yes 96 64%

No 54 36%

Total 150 100%


Analysis:

according to the table it shows that 96 respondent are consider the promotional scheme

during the purchase of product at big bazaar and 54 respondent do not cossider the

promotional scheme.




Interpretation: According to the graph it shows that 64% respondent consider the

promotional scheme at big bazaar where as 36% respondent do not consider it.

64%

36%

promotional scheme during purchasing

Yes

No



4.11. What is your opinion of the availability of the product in big bazaar?


Excellent 67 44.67%

Good 46 30.67%

Average 26 17.33%

Poor 11 7.33%

Total 150 100%


Analysis:

according to the table it shows that 67 respondent feel excellent about the availability of

product at big bazaar and 46 respondent have good opinion and 26 respondent have average

opinion and 11 respondent have poor opinion about the availability of the product.




Interpretation: According to the graph it shows that 44.67% respondent have excellent

opinion about the availability of the product and 30.67% respondent are having good opinion

about the availability of product and 17.33% respondent are having average opinion about it

and 7.33% respondent are having poor opinion about the availability of product.

44.67%

30.67%

17.33%

7.33%

Customers opinion of the availability of the product in big bazaar

Excellent

Good

Average

poor



4.12. Which medium you feel is suitable to promote the various promotional strategy of

big bazaar?


Television/radio 73 48.67%

Hoardings/posters 41 27.33%

Newspaper/magazines 31 20.67

Others 05 3.33%

Total 150 100%


Analysis:

according to the table it shows that 73 respondent feel the best way to promote the product is

television and 41 respondent feel its hoardings and 31 respondent feel its newspaper and 5

respondent have any other means.




Interpretation: According to the graph it shows that 48.67% respondents feel that television

is the best way for advertising and 27.33% respondent feel hoarding is good and 20.67%

respondent feel newspaper is good where as 3.33% respondent feel others.

48.67%

27.33%

20.67%

3.33%

Medium sutable for promotional strategy

Television

Hoardings

Newspaper

Others



4.12.what do you think about services of big bazaar?


Excellent 51 34%

Good 49 32.67%

Average 40 26.67%

Poor 06 4%

Very bad 04 2.67%

Total 150 100%


Analysis:

according to the table it shows that 51 respondent feel that the service os big bazaar is

excellent and 49 respondent feel its good and 40 respondent feel its average and 6 respondent

feel its poor and 4 respondent feel its vey bad.




Interpretation: According to the graph it shows that 34% of respondent feel that the service

provided by them is excellent and 32.67% respondent feel its good and 26.67 respondent feel

its average and 45% respondent feel its poor and 2.67 % respondent feel its very bad.

34%

32.67%

26.67%

4% 2.67%

services of big bazaar

Excellent

Good

Average

Poor

Very bad



4.13. which promotional activity need improvement in big bazaar?


Offers 48 32%

Discounts 67 44.67%

Gift 29 19.33%

others 06 4%

Total 150 100%


Analysis:

according to the table it shows that 48 respondent feel that offers has to improved and 67

respondent feel discounts has to be improved and 29 respondent say gift has to be improved

and 6 respondent say some other .




Interpretation: According to the graph it shows that 32% respondent feel that offers at big

bazaar has to be improved and 44.67% respondent feel that discounts has to be improved and

19.33% respondent feel that gifts has to improved and 4% respondent feel some other.

32%

44.67%

19.33%

4%

Improvement in big bazaar

Offers

Discounts

Gift

others



4.14.What do you think about T24 free recharge?


Excellent 65 43.33%

Good 46 30.67%

Average 25 16.67%

Poor 08 5.33%

Very poor 06 4%

Total 150 100%


Analysis:

According to the table 65 respondents feel it is excellent 46 respondents rated good 25

respondents feel it is average 8 say it is poor and 6 respondents are very poor.




Interpretation: As per above graph it can be interpreted that 43.33% respondents said it

is excellent followed by 30.67% is good 16.67% say its average 5.33% is poor and 4% is

very poor.

43.33%

30.67%

16.67%

5.33%

4%

T24 free recharge

Excellent

Good

Average

Poor

Very poor



4.15. Are you aware of promotional offers of big bazaar?


Yes 107 71.33%

No 43 28.67%

Total 150 100%


Analysis:

According to above table 107 respondents are aware of promotional offers and 43

respondents do not know about promotional offers




Interpretation: As per above graph 71% said Yes which means that they are aware

promotional offers and 29% respondents said No.

71%

29%

promotional offers of big bazaar

Yes

No



4.16. If yes , what is the mode of communication?


Tv/ Radio 81 54%

News paper/ magazines 49 32.67%

Hoardings/ posters 20 13.33%

Total 150 100%


Analysis:

According to the table 81 respondents had been communicated through Tv/Radiio 49

respondents through News paper/magazines 20 respondents and were commucated

Hoardings/posters.




Interpretation:

According to the above graph Tv/radio has been effective communication with 54%

followed by 32.67% news appers/magazines and 13.33% through hoardings/poasters.

54% 32.67%

13.33%

Mode of communication

Tv/ Radio

News paper/ magazines

Hoardings/ posters



CHAPTER-5

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

Income group for 10000-15000 is 43.33% which means consumers visting big bazaar

with this income group are high.

As per the servy 50% of the respondent shop at big bazaar because of the quality

products of the company.

As per the inferenc 47% respondent get attracted by the offers like discount on every

article rather then others offers followed by the company.

40% respondent are satisfied about the pricing made by the company.

The maximum number of customers are happy with the monthly saving offer sale of

big bazaar which is 49% of the respondent shop during monthly saving offer.

The major respondent visit big bazaar because of the food department which is 38%

out of other departments followed by 26% hometowen department, 16% because of

the toys and sports,17.33% visite the non food department and 2.67% visite some

other department.

The maximum number 37.33% and 36% sale approach are good and excellent the

company os effective in approaching in sales.

67.33 % respondent feel that sales promotional strategies carried by the company are

excellent and very limited number of respondents feel its poor and belowe average.

Happy and satisfied customers are for the advertisements made by the big bazaar

which are of 43.33% and 38.67%.



64% respondent consider the promotional scheme at big bazaar where as 36%

respondent do not consider it.

Out of 100% major portion of respondents opinion is that availability of the product at

big bazaar had been rated excellent and good which are of 44.67% and 30.67%.

Respondents feel that television/radio are the best way for advertising because

48.67% had been rated to this medum out of available.

34% and 32.67% of respondent feel that the service provided by the company

excellent and good.

44.67% respondent feel that discounts has to be improved and more specified.

Most of the consumers feel that T24 free recharge is the excellent option because

43.33% of the respondents are impressed by it.

71% respondents are aware of promotional offers which seems that consumers know

about the offers made by the company.

According to the respondents Tv/radio has been effective communication with 54%

out 100%.



Suggestion and Recommendation:-

Promotional offers should be communicated clearly for better understanding to

customers.

Female customers are difficult to convince when it comes to BBPC so Big Bazaar needs

to bring some alternative in attracting them.

Big Bazaar should come up with promotional strategy to make women‟s as their loyal

costumers.

Employees are paid very less salary comparatively to their competitors, so the pay of the

full time employees should be hiked.

The infrastructure and interior of the firm should be modernized and altered with better

facility which could help both the employees and customers.

To attract the young costumers, firm should give the appropriate offer in the departments

which they are interested.

Big Bazaars can start the E-tail retail stores as these store are taking over physical stores.

Advertisement must display what they showed and communicated.

Popular discounts should extended their durations so that the costumers can benefit and

increasing of profitability.

The firm should associate with certain networking companies to attract the huge mass and

divide among their various branches.

Job rotation for the employees will help the organization to know the strengths and

weakness of their employees so that they can concentrate on their weakness and train

them on the skill which benefits.

Promotional advantages to the employees should be better then costumers so that firm

should 1st concentrate on in house customer and then think about other costumers.

Improve on the CSR activities of the firm and maintain



Conclusion:

It is concluded that promotional offers play an important role to increase the sales in short

terms. Bangalore population is experiencing a new pattern of shopping. The customer buying

pattern has changed with the introduction of big bazaar in Bangalore. The foot fall has

increased at big bazaar .Customers are exposed to new brands and becoming brand sarvy.

Though there are many competitors for big bazaar, it has maintained its standard and

customer retention through promotional offers. Big bazaar has adopted print media and TV

advertisements as mode of communication to reach every customer and make sure

promotional offers are attractive and should induce them to make purchases.

Big bazaar has tremendous scope in food and groceries, as most of the customers visit big

bazaar for these purchases. Promotional offers in these items will give big bazaar an edge

over competition.

The company has already attained a good image in the minds of people. The best sources of

attraction is television advertisement and print media and so company should cast more

attractive way of advertisements highlighting exchange offers and discounts. This will help

the company to attain new customer as well as retain old customers who play a very

important role in word of mouth communication.

Much of the customer of big bazaar is satisfied and happily suggests keeping up the service

and giving a positive result. People have high expectation from the company and looking

forward for better service. We can see various advertisements that come in TV and print

media. Most of the customer has much more expectations and thus the company has to keep

that in mind and bring out new ways to attract and retain the customers.

With all the analysis, it can be concluded that the company is always trying to provide best

service to the people. It tries to improve the service day by day to form a better relationship

with its customers. If the company maintains this level of service, it will enhance the

company to grow and achieve its target of getting more customers.



Bibliography

Graeff, Timothy R. “"Product comprehension and promotional strategies".” Journal of

Consumer Marketing, , 1995: pp.28 - 39.

Rowley, Jennifer. “"Promotion and marketing communications in the information

marketplace",.” 1998: pp.383 - 387.

WWW. Wikipedia.com

WWW.encylopedia.com

WWW. futuregroup.com



ANNEXURES

Questionnaire

Dear Respondents,

I am Mukesh Kumar BV, pursuing final year MBA, in New Horizon College of Engineering

(NHCE) . the aim of the questionnaire is to study the “ The promotional strategy of Big

Bazaar‟‟ this study is carried out to partial fulfillment of my MBA program.

Hence, please tender your co-operation in making a successful study by filling it up.

Thanking You,

Mukesh Kumar

1. PERSONAL PROFILE

Name:

Age:

E-mail:

2.QULIFICATION

a) No Formal education

b) Matriculation

c) P.U.C

d) Graduation and above

3.OCCUPATIONAL STATUS:

a) Employed

b) Business

c) Professional

d) Others



4.MONTHLY INCOME

a) 10,000 to 15,000

b) 15,000 to 20,000

c) 20,000 to 25,000

d) 25,000 and above

5.Which factor influence you to make purchase in Big Bazaar?

a) Ambience b)Quality c) Company image d) Price

b) Others ……………………..

6.Which promotional activity attracts you more?

a) Offers b)Discount on every article c) Gift on purchase

d) Price of 95/96 e)others if any……………………….

7.what do u thing about the price of the products?

a) Highly satisfied

b) Satisfied

c) Moderate

d) Dissatisfied

e) Highly dissatisfied

8.In which sales promotions are you satisfied more in big bazaar?

a)Pay back offers b)Monthly saving offers c)Gift vouchers

d)Big day offers(SS3D) e)Others if any………………………

9.In which department you prefer to buy more products in big bazaar?

a) Food



b) Home town

c) Toys and sports

d) Non food

e) Others………………………..

10.what do you think about approach of the sales representative?

a) Excellent

b) Good

c) Average

d) Poor

e) Very poor

11.Opinion about the sales promotional strategy carried by the company?

a) Excellent

b) Good

c) Poor

d) Very poor

12.What is the opinion about advertisement of big bazaar?l

a) Highly satisfied b)satisfied c)Average d)Dissatisfied

13.Do you consider promotional scheme during purchasing a product in big bazaar?

a) Yes b) No

14.What is your opinion of the availability of the products in big bazaar?

a) Excellent b)Good c)Average d)Poor

15.Which medium you feel is suitable to promote the various promotional strategy of big

bazaar?

a) Television b)Hoardings c)News papers

d)Others………………………

16. What do you think about services of big bazaar?



a)Excellent b) Good c) Average d)Poor e) Very bad

17. which promotional activities need improvement in big bazaar?

a) Offers b) Discount c) Gift e) others

18.What do you think about T24 free recharge?

a) Excellent b) Good c) Average d)Poor e)Very poor

19. Are you aware of promotional offers of big bazaar?

a) Yes b) No

20. If yes, what is the mode of communication?

a) TV/Radio b) News Paper/Magazines c) Hoardings/Posters

21. Did you notice, promotional offers today?

a) Yes b) No

effectiveess promotional strategy with reference to big bazaar

Documents