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RESEARCH REPORT
ON
INDIAN ORGANIZED RETAIL INDUSTRY
(BIG BAZAR)
SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE
DEGREE OF
MASTER OF BUSINESS ADMINSTRATION
SUBMITTED BY
Anjali Kumari
ROLL NO:1227970302
MBA- 4th
Sem.
DECLARATION
I Undersigned the student of MBA 4th SEM by declare that the project report is
my own work and has carried out under the guidance and supervision of Prof.
Soumitra Chakraborty. Further I declare that it has not been submitted to any other
university of examination.
Date:
Sign. Of Student
PREFACE
In this age of neck to neck competition, there is much importance given to practical
knowledge. The theorical knowledge is not sufficient to understand the boundless
field of business management.
Today every person wants to be a master in the field they are in. The practical
training is a life of management student. In modern world the importance of
management is increasing day by day. Industrial training provide a student
sufficient knowledge to develop an education to connect theory and practical.
So to fulfill our purpose I have done a study on Indian Organised Retail Industry with
special reference to Big Bazar
ACKNOWLEDGEMENT
It is my great pleasure to present this report before you. I sincerely would like to
show my gratitude towards all those persons who have helped me throughout my
project work
I am heartily thankful to Mr. Harsh Patel, Manager Marketing at Big Bazar for
giving me his valuable guidance for preparing this report. He has been an
exceptional mentor during this study. It has been a great learning experience.
I would like to express my special thanks to all the another official who has helped
me a lot during this study. Their critical advices helped me to make this report
more effective.
Moreover, I thanks to Prof. Soumitra Chakraborty who guided me before and after
the industrial training. He gave me great support to prepare this project, too. And
all who directly or indirectly helped me in preparing this report.
TABLE OF CONTENTS
Chapter 1
Introduction
Chapter 2
Industry Profile
Chapter 3
Company Profile
Chapter 4
Fashion Department at Big Bazaar
Chapter 5
Conclusion & Suggestions
Bibliography
Chapter-1
Introduction
Retailing is evolving into a global, high-tech business. Wal-Mart is now the
worlds largest corporation and has become the largest food retailer in the United
States. French based Carrefour is the worlds second largest retailer. Retailing in
developed countries is big business and better organized. But the retail scenario in
India is different much of it is in unorganized sector. There are more than 12
million retail outlets of various sizes and formats. And almost 90% of them are less
than 500 sq. ft. in size and the per capita retail space is only 2 sq. ft. while US has
16 sq. ft.
India has the largest number of outlet in world i.e. 9 outlets for 1000 people.
Most of them are independent and contribute to the retail sales. Because of
increasing number of nuclear families, working women, greater work pressure and
greater commuting time, convenience has become a priority for Indian customers.
They ever want things under one roof for easy access and multiplicity of choice.
The growth and development of organized retailing is driven by two main factorsprices and benefits the customer cant resist.
India is rapidly involving into a competitive market place with potential
target consumers in the niche middle class segments. The market trend indicates
tremendous growth opportunities. The buying behavior and lifestyle in India too
are changing and the concept of value for money is fast catching on in Indian
retailing. This is the evident from the expansion of the Pantaloons chain into the
large format, Big Bazaar. This growth in retail sector is making the retailers
powerful intermediates in the marketing channel, bridging the gap between
manufactures and consumers.
Keeping in mind the rapid growth of Indian retail industry and its bright
future, this has always been a thrust area for me. Big Bazaar is at the top position
in Indian retail industry. That is why it attracted me to have summer training (on
the job training) in Big Bazaar, Udaipur. Big Bazaar is the retail chain of Future
Retail (India) Ltd. And it provides a wide range of products availability for the
customers.
As a matter of fact, retail is the buzz word of the Indian economy today. As
retail industry is growing at a high pace I wanted to have an overview of the
subject. I have chosen Big Bazaar retail chain for the summer training (on the job
training) because Big Bazaar retail is very upcoming retail company which is
continuously changing its activities with the change of time. I wanted to
understand their marketing activities and liked to relate how similar or dissimilar it
is from what I have studied in marketing management.
To execute the project, I underwent on the job training at Big Bazaar, Udaipur.
The interaction with the Store Manager, Operational Manager and other staff
personnel was fruitful to me as it cleared many core concepts when it came to
practical application.
The main objective of the project was to get practical training of what we have
learnt theoretical in the classroom. In other words, it was to get practical exposure
of all the marketing skills and how to implement in the real situation.
The other objectives of the project were the following:
To look at the current trends in the Indian organized retail industry.
To understand the Big Bazaar organization as how systematically it is run by
the management personnel.
To know about the marketing activities of the Big Bazaar done round the
year.
To know the customer queries, comments and suggestions about the store
and its products.
To know about the promotional activities done at Big Bazaar to increase the
sales.
To get acquainted with the major issues in the Indian organized retail
industry.
In fact, the training was for the practical aspects of the management skills
and it was fruitful as the main objective of the project was fulfilled
satisfactorily. During the training period, I learnt about the store organization
and different activities performed by staff personnel. Big Bazaar brings
various schemes for the festival season and offers wide product choice to the
customers.
Chapter-2
Industry Profile
Retailing
The word retail is derived from the French word retailer, meaning to
cut a piece off or to break bulk. In simple terms, it implies a first-hand
transaction with the customer.
Retailing involvers a direct interface with the customer and the
coordination of business activities right from the concept or design stage of a
product or offering to its delivery and post-delivery service to the customer. The
industry has contributed to the economic growth of many countries and is
undoubtedly one of the fastest changing and dynamic industries in the world today.
10
Tata Group
Tata group is another major player in Indian retail industry with its subsidiary
Trent, which operates Westside and Star India Bazaar. Established in 1998,
it also acquired the largest book and music retailer in India Landmark in 2005.
Trent owns over 4 lake sq. ft retail space across the country.
RPG Group
RPG Group is one of the earlier entrants in the Indian retail market, when it
came into food & grocery retailing in 1996 with its retail Food world stores. Later
it also opened the pharmacy and beauty care outlets Health & Glow.
11
Reliance
Reliance is one of the biggest players in Indian retail industry. More than 300
Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail
market. It's expecting its sales to reach Rs. 90,000 crores by 2010.
AV Birla Group
AV Birla Group has a strong presence in Indian apparel retailing. The
brands like Louis Philippe, Allen Solly, Van Heusen, Peter England are quite
popular. It's also investing in other segments of retail. It will invest Rs. 8000-9000
crores by 2010.
Another big player in the segment will be the Bharti group. Overhauling this
part of the supply chain will be the key to the success of any retail venture in food
and groceries segment.
Wal-Mart, the worlds largest retailer, and Bharti Enterprises have signed a
Memorandum of Understanding (MoU) to explore business opportunities in the
Indian retail industry. This joint venture will mark the entry of Wal-Mart into the
Indian retailing industry a retail chain like Future Groups Big Bazaar may be
clocking heady sales (growing at 100% year- on- year), but the dozen odd shops
operating in its proximity wear a deserted look, giving a somewhat hollow ring to
the much- talked- about retail boom in the country. The key players currently
operating in the Indian retail industry includes Future Group, Trent Ltd, RPG
Enterprise, Vishal Retail Ltd, Shoppers Stop Ltd, Bata India Ltd, Provogue India
Ltd, Vdeocon Appliances Ltd, ITC Ltd, Godrej Agrovert Ltd, and DCM-Hariyah
Kissan Bazaar.
12
13
as electronics and sporting goods. This is also known as Multi Brand Outlets
or MBO's.
Specialty stores: are retail chains dealing in specific categories and provide
deep assortment. Mumbai's Crossword Book Store and RPG's Music World
is a couple of examples.
15
Chapter-3
Company Profile
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one
of Indias leading business houses with multiple businesses spanning across the
consumption space. While retail forms the core business activity of Future Group,
group subsidiaries are present in consumer finance, capital, insurance, leisure and
entertainment, brand development, retail real estate development, retail media and
logistics.
Led by its flagship enterprise, Pantaloon Retail, the group operates over 16
million square feet of retail space in 73 cities and towns and 65 rural locations
across India. Headquartered in Mumbai (Bombay), Pantaloon Retail employs
around 30,000 people and is listed on the Indian stock exchanges. The company
follows a multi-format retail strategy that captures almost the entire consumption
basket of Indian customers. In the lifestyle segment, the group operates Pantaloons,
a fashion retail chain and Central, a chain of seamless malls. In the value segment,
its marquee brand, Big Bazaar is a hypermarket format that combines the look,
touch and feel of Indian bazaars with the choice and convenience of modern retail.
In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic
expansion of a hypermarket. The first set of Big Bazaar stores opened in 2001 in
Kolkata,
Hyderabad
and
Bangalore.
16
The groups speciality retail formats include supermarket chain Food Bazaar,
sportswear retailer - Planet Sports, electronics retailer - eZone, home improvement
chain - Home Town and rural retail chain, Aadhaar, among others.
Future Capital Holdings, the groups financial arm provides investment
advisory to assets worth over $1 Billion that are being invested in consumer brands
and companies, real estate, hotels and logistics. It also operates a consumer finance
arm
with
branches
in
150
locations.
Other group companies include, Future Generali, the groups insurance
venture in partnership with Italys Generali Group, Future Brands, a brand
development and IPR company, Future Logistics, providing logistics and
distribution solutions to group companies and business partners and Future Media,
a
retail
media
initiative.
The groups presence in Leisure & Entertainment segment is led through,
Mumbai-based listed company Galaxy Entertainment Limited. Galaxy leading
leisure chains, Sports Bar and Bowling Co. and family entertainment centres,
F123. Through its partner company, Blue Foods the group operates around 100
restaurants and food courts through brands like Bombay Blues, Spaghetti
Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato.
Future Groups joint venture partners include,
US-based stationery
products retailer, Staples and Middle East-based Axiom Communications.
Future Group believes in developing strong insights on Indian consumers
and building businesses based on Indian ideas, as espoused in the groups core
value of Indianness. The groups corporate credo is, Rewrite rules, Retain
values.
17
Future Retail
Retail forms the core business activity at Future Group and most of its
businesses in the consumption space are built around retail. Future Groups retail
network touches the lives of more than 200 million Indians in 73 cities and 65
rural locations across the country. The group currently operates around 1,000
stores spread over 16 million square feet of retail space. Present in the value and
lifestyle segments, the groups retail formats cater to almost the entire consumption
expenditure
of
a
wide
cross-section
of
Indian
consumers.
Led by Pantaloon Retail, the groups flagship company, the group manages
some of Indias most popular retail chains like Pantaloons - a chain of fashion
destinations, Big Bazaar - a uniquely Indian hypermarket chain, Food Bazaar - a
supermarket chain that 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 Ethnicity - India's
first concept store, which recreates the experience of a traditional ethnic market in
a modern retail format, Brand Factory, Planet Sports, aLL, Top 10 and Star and
Sitar.
Retailing of products and services related to home building and home
improvement is led through the groups formats, Home Town, a large-format home
solutions store, along with specialized formats for home furniture and home
furnishing through, Collection i and Furniture Bazaar and consumer electronics
through eZone and Electronics Bazaar.
The group also operates Indias leading rural retailing chain, Aadhaar that is
present in over 65 locations in rural India. Aadhaar, an agri-service cum rural retail
initiative, provides a complete solution provider for the Indian farmer.
In 2007, Pantaloon Retail was awarded the International Retailer of the Year
by the US-based National Retail Federation (NRF) and the Emerging Market
Retailer of the Year at the World Retail Congress held in Barcelona.
18
19
Vision
Future Group shall deliver Everything, Everywhere, Every time for Every Indian
consumer in the most profitable manner.
Mission
1. 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.
2. We will be the trendsetters in evolving delivery formats, creating retail
realty, making consumption affordable for all customer segment- for classes
and for masses.
3. We shall infuse Indian brand with confidence and renewed ambition.
4. We shall be efficient, cost- conscious and committed to quality in whatever
we do.
5. We shall ensure that our positive attitude, sincerity, humility and united
determination shall be the driving force to make us successful.
20
Core Values
Indianness: confidence in ourselves.
Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and be humble in our
conduct.
Introspection: Leading to purposeful thinking.
Openness: to be open and respective to new ideas, knowledge and
information.
Valuing and nurturing relationship: 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.
21
Board of Directors
Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited
and the Group Chief Executive Officer of Future Group.
22
23
24
1991
1992
1994
1995
1997
2001
2002
2004
2005
2006
25
Future
Group
crosses
$1
billion
turnover
mark.
26
Concept
2008
Indian Retail Forum Awards 2008
Most Admired Retail Company of the year - Future Group
Retail Face of the Year - Kishore Biyani
Best Retailer Of The Year ( Hypermarket) - Big Bazaar
Future Group was awarded the Most Admired Retail Company of the year by the
Indian Retail Forum at a glittering ceremony organised in Mumbai. Mr Kishore
Biyani also won Retail Face of the Year.
27
India Retail Forum (IRF) is a platform for intellectual insights and information
exchange for the retail business in the Indian subcontinent. The forum presents
the business of retail in the region to a global audience, with the express aim of
facilitating understanding about and encouraging investment in this massive
marketplace.
Big Bazaar, the value format of Future Group bagged the Best Retailer Of The
Year
(
Hypermarket).
28
2007
Images Retail Awards
29
survey of the best employers in India, as part of its global initiative. It is based
on CEO interview, People Practices Inventory and Employee Opinion
Surveys. Pantaloon Retail became the only retailer to feature among the
twenty-five best employers in India.
PC World Indian Website Awards
Best Indian Website In The Shopping Category - Futurebazaar.com
PC World, a leading consumer technology magazine selected the best Indian
websites in various categories based on use of technology for delivering
solutions, information being presented in an intuitive and concise manner and
overall experience aided by design.
Readers Digest Trusted Brands Platinum Awards
Trusted Brands Platinum Award (Supermarket Category) Big Bazaar
The Readers Digest awards are based on surveys done among consumers by
independent research agency, Nielsen Media Research. This is the second
consecutive time Big Bazaar has won this award.
2006
Retail Asia Pacific Top 500 Awards
Asia Pacific Best of the Best Retailers Pantaloon Retail (India) Ltd
Best Retailer in India Pantaloon Retail (India) Ltd
The Retail Asia publication in association with EuroMonitor and KPMG
honours the best retailers in 14 countries across the Asia Pacific region. The
awards were presented in Singapore in October, 2006.
Asiamoney Awards
Best Managed Company in India (Mid-cap) Pantaloon retail (India) Ltd.
31
33
DAKS London
PRIL- Brand Builder of the Year
2004
Images Retail Awards 2004
PRIL- Most Admired Retailer of the Year
Food Bazaar- Retailer of the Year(Food and Grocery)
Big Bazaar-Retailer of the Year(Value Retailing)
Central-Retail Launch of the Year
Reid & Taylor and DLF Awards
PRIL - Retailer of the year
2003
Indian Express Award
PRIL Marketing Excellence and Excellence in Brand Building
Indusland Bank (India Brand Summit)
PRIL - Excellence in Brand Building
34
Future Brands
The Future Group has built a strong portfolio of some of the fastest growing
consumer brands in India. This activity is led through Future Brands India
Limited, a specialized subsidiary company that was set up to create and build
powerful brands that address the aspirations of the new Indian consumer.
Some of the key brands in this portfolio include, John Miller, Lombard, Bare,
DJ&C, Buffalo and RIG in the fashion and apparel space. Dreamline, present in
the home segment, offers a wide range of products in kitchenware, bed & bath
linen, and Home Dcor categories.
35
In the food and home care segment brands include Tasty Treat, Premium
Harvest,
Fresh
&
Pure,
Care
Mate
and
Clean
Mate.
In consumer durables and electronics space, the groups brands include Koryo and
Sensei.
Line of Business
The company is present across several lines of business which have various
formats (stores) lywood, The Doller store(JV).
Fashion Pantaloons, Central, All, Brand Factory, Blue Sky, Top 10,
Fashion Station, Big Bazaar, Lee Cooper (JV).
General Merchandise Big Bazaar, Shoe Factory, Navras, Electronics
Bazaar, Furniture Bazaar, KBs Fair Price.
Electronics- e-Zone, Staples (JV).
Home improvement- Home Town
36
37
each in Hyderabad and Mumbai, thus starting on a successful sojourn which began
the chapter of organized retailing in India.
Speaking on this momentous occasion and remembering the days of
conceptualizing the hypermarket idea Mr. Kishore Biyani said, We initially
decided to name the format as Bazaar because we had designed the store
keeping the Indian mandi style in mind . since the size of the hypermarket was big
than an average mandi, the thought came to name it as Big Bazaar . however
we had freezed on the punch line Is Se Sasta Aur Accha kahin Nahi much
before we met the creative agency to design the final logo of Big Bazaar.
Though, Big Bazaar was started purely as a fashion format including apparel
cosmetics, accessory and merchandise, the First food bazaar format was added as
shop-In shop within Big bazaar in the year 2002. today, Big Bazaar, with its wide
range of products and service offering, reflects the aspirations of millions of
Indians.
The journey of Big Bazaar can be divided into two phases one pre and the
other post January 26th, 2005 when the company rewrote the retail chapter in
India, with the introduction of a never before sales campaign Sasbe Sasta Din
In just one day , almost the whole of India descended at various Big Bazaar stores
In the country to shop at their favorite shopping destination.
Further, what followed was the time and again rewriting of the Indian Retail
experience wherein understanding of the Indian consumers reflected in the
products and services offered, creating innovative deals, expanding in the tier II
and tier III towns, tying up with branded merchandise to offer exclusive products
and services to its customers.
Big Bazaar is present today in 59 cities and occupying over 5 million sq. ft.
retail space and driving over 110 million footfalls into its stores. The format is
expecting the number of footfall in the stores to increase by over 140 million by
this financial year . Over the years , Mr. Biyani for his vision and leadership, and
Big Bazaar for its unique proposition to its customers, have received every
prestigious consumer awards both nationally and internationally.
38
Says Rajan Malhotra, President, Strategy & Convergence, Big Bazaar, what is
important in our journey is not the number of stores, but the customers faith in us.
Its the India and the Indians, which have helped us, reach this feat in such a short
time span and today our country is creating a history in the word organized retail.
Rajan Malhotra, who is also the first employee of Big Bazaar, joining the
organization in early 2001 adds, Since beginning, we have kept Big Bazaar as a
soft brand, which reflects the India and the Indianness. We believed in growing
with the society, participating and celebrating all regional and local community
festivals, giving customers preferences above everything else.
Every Big Bazaar is a small family by its own and the head of the family
Karta- is the store manager. Kishore Biyani, the CEO of the Future Group, has a
vast understanding of the consumers insight, has inculcated the habit of observing,
understanding customers, in every employee of the group.
Future Group is confident of the Indian Retail Story. The group has not slowed
down its expansion plans depite the fiscal woes in the economy present today.
Future Group plans to have 300 stores and is expecting revenues of Rs 13,000
crore by year 2011.
: Hypermarket type
Founded
: 2001
Industry
: Retail
Product
: Department store
: Future Group
39
Website
: www.bigbazaar.com
Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in
operations. It is a subsidiary of Pantaloon Retail India Ltd, Future Group, offers a
wide range of products including clothing, footwear, electronic appliances,
groceries and kitchen utensils. You can also buy branded stuff from Reebok, Nike
and Puma here. It caters to every need of your family. Where Big Bazaar scores
over other stores is its value for money proposition for the Indian customers.
The word hypermarket is derived from the French word hypermarche, which is a
combination of a supermarket and department store.
The stores occupy an area which ranges from anywhere between 80000 to 220000
sq. ft. and offer a variety of food products like clothes, jewellery, hardware, sports
equipment, books, CDs, DVDs, TVs, electrical equipment and computers etc.
Hypermarkets are today synonymous with one stop shopping. The cheapest
prices will normally be found in these stores. Across thre world, hypermarkets are
usually part of a retail park, along with other shops, cafeterias and restaurants. A
key element of differentiation between the hypermarket and the other retail formats
is that they typically have destination locations. The hypermarkets are designed to
attract customers from a significantly large area with their low price offers, unique
range and offers. It is the largest form of organized retailing today. It is an ideal
shopping experience with an amalgamation of product, service and entertainment
all under of a common roof.
The company has been able to leverage on its multi-formats-multi-brand stores,
secure prime locations at the best possible prices and command a strong bargaining
power with suppliers, which provide it an edge over its competitors.
40
Customers come in Big Bazaar for purchasing, entertainment and pacing here and
there.
It gives many facility to the customers like; Helpline, Baggage Counter, Parking,
Exchange etc. big Bazaar trying to provide customer with 3Vs
Value
Variety
Volume
Big Bazaar has different categories; such as
Food Bazaar
Apparels
General Merchandise:- At Big Bazaar, you will definitely get the best
products at the best prices- thats what it guarantees. With the ever
increasing array of private labels, it has opened the doors into the world of
fashion and general merchandise including home gurnishings, utensils,
crockery, cutlery, sports goods and much more at prices that surprise us.
Here we talk about the department stores, because Big Bazaar based on the
departments.
Department Stores:Carry broad variety and deep assortment organized into separate deparment for
displaying merchandise,
Major departments includes: Utensils
Plastics
Home dcor
41
Luggage
Toys
Footwear etc.
Chains are very diverse and appeal to different markets. They are unique in terms
of the shopping experience they offer, the services they provide and the atmosphere
of the store. They are promotion- oriented. They increase competition with
discount and specialty stores creating problems.
Store Organization:-
42
Store
Manager
Assistant
Store Manager
Operational
Manager
Department
Manager
Additional
Department Manager
Team Leader
Team Member
43
Chapter -4
Fashion Department at Big Bazaar
Marketing Strategies of Big Bazaar:
At the time of the launch of Big Bazaar in Udaipur last year, there was no real
precedent in the Indian Market. A western model had to be adapted to suits the
needs of the Indian environment. Various local markets were studied to understand
the product mix and the prices offered.
Savings is to the key to the Indian middle class consumers. The store that
would be launched had to offer value to the consumers. Keeping this in mind the
concept of Big Bazaar was created.
In India, when a customer needs something for home, a typical thought is to
seek it from bazaar where a complete range of products is available to the
consumers. As the store offers a large mix of products at a discounted price, the
name Big Bazaar was finalized. The idea was to re-create a complete bazaar, with a
large product offering and to offer a good depth and width in terms of range.
Price was the basic value proposition at Big Bazaar. The Big Bazaar outlets
sold a variety of products at prices which were 5 to 60% lower than the market
price. The line Is Se Sasta Aur Accha Kahin Nahi emphasized this. The key
question faced by the management was whether the low margins on the products
would allow the company to sustain growth. With the aim of answer in order to
allow the company decides on the right locations.
44
The key learning which came out of this exercise was that for a large store like
Big Bazaar, a large catchments area was needed. The management decided to stick
to the existing market places within the city as the western model of hypermarkets,
where the store was located in large area on the mid of the city would also really
work in India. The cost of time spent on travels and the cost of petrol in India
would really become a plus point for the customers. Some of the key marketing
strategies and promotional activities that are successfully employed by Big Bazaar
are:-
Discount Selling
Big Bazaar sells all its products at a much cheaper price as compared to the local
markets. The range of discounts ranges from 5 to 60%. Although the store sells the
products at a cheaper rates it does not compromises with the qualities of the
products.
store in which the customers were provided special discounts, offers in addition to
the normal discounts and offers of the store. The main purpose of this sort of
activities is to generate in the dull days of the week or of the month.
Merchandising
This includes
Inward,
Display,
Replenishing (FIFO),
Offer Updating,
Top Selling SKUs,
Bottom Line SKUs,
Liquidation Process,
Defective Goods Handling (DAD- Damage & Defective),
Margins,
Buying,
Outward,
Stocktake.
Customer Service
It has
CSD (Customer Service Desk) Operations,
Customer Movement,
Customer Touch Point,
After Sale Services,
Home Delivery,
Alteration and Customer Grievance Handling.
46
Visual Merchandising
It has Signages,
Details of Materials,
VM Frames,
Shelf Talkers,
Focal Piont/ Hot Spots,
Execution of Promotions,
Communication of Offers,
Directional Signages in the Store,
Window Display.
Cash Department
Information Technology
REM Knowledge,
SAP Knowledge,
System Generated Report,
Stock Adjustment,
47
Scheme Updation,
Hardware Knowledge,
Day Closing Activity.
Human Resources
PERK,
Sanjeevani,
Fun Jone,
Atithee,
Employee of the Month,
HR Policies,
Prerna,
Staff In / Out Management,
Sturday Meeting,
Payroll Process,
Skip Meeting.
Operations
Entire SOP,
Opening of Stores,
H. K. Activities throughout the Day,
Security Activities,
H. K. positioning,
Security Positioning,
Discipline & Attire Check of Security & H. K.,
Parking Management,
Trolley management,
Scrap Disposal process,
Waste Management,
Daily Check Points,
Fixed Asset Knowledge,
AMCs Checklist of Fire Safety Equipments,
A/Cs, Electricals, Lifts, Invertors, Chakkis,
DGs, LPC Process & Team Management.
48
Analysis Study
Stock Cover,
DSR Study, Age Analysis,
Stock Turns, Sales Mix, Sales Trend,
Margin Analysis, Per Sq. Ft. Return Analysis,
Ticket Size, Conversion,
Return on Capital Employed/ Working Capital Analysis.
Fashion @ bazaar
At Big Bazaar fashion include all apparels
Fashion is a very important LOB for big bazaar
49
Process of Fashion
Warehouse (Receiving)
Sub department
Tagging
On floor
Staking (MPM)
Mens wear
Ladies wear
Kids wear
Home Linen
Mens Wear
Section of mens wear
Men's Casual
Men's Fabric
Men's Formal
50
Mens wear
Brands of products
AFL
Knighthood
John Miller
DJ&C
Famous Basics
Signature
Shatranj
VIP
Ladies Wear
51
Ladies Ethanic
Ladies Western
Saree & Dress Material
Ladies Accessories
Ladies night wear
Brands of Merchandises
Sharisty
DJ&C
SHAYLA
Kids Wear
Section in kids wear
Children Wear
Kids Accessories
52
Brands of Merchandises
PINK & Blue
Power Ranger
53
ABP
Achievement
Ach%
Men's Casual
11.45
9.03
79%
Men's Fabric
0.12
0.06
50%
Men's Formal
2.66
4.10
154%
0.6
0.82
137%
0.14
0.10
71%
Men's Accessories
2.11
2.12
100%
Ladies Ethanic
4.09
3.11
76%
Ladies Western
5.41
4.94
91%
2.24
1.47
66%
Ladies Accessories
0.51
0.49
96%
Children Wear
9.23
6.83
74%
Kids Accessories
0.51
0.53
104%
39.07
33.60
BB-Fashion
Tagging pattern
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86%
Types of Tag
String Tags
These tags are the hard plastic tags or could be paper sandwich
tags with a non-deactivable soft tag placed inside.
These tags are reusable like the hard tags
Use only the non-deactivating soft tags
Used on all items below Rs.400 in value and have been
developed as an alternative to hard tags.
The tags are attached to the item using a hard nylon fastener.
To check if the tags are working, simply place them on
the deactivating pad. If the tag does not beep stop use of the tag.
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Hard Tags
Has got two specific parts- The pin and the tag.
Used for apparels above Rs.400 and in certain categories on all the
items.
Tags will ring only if the pin is inserted properly Never use bent,
damaged or rusty pins while tagging.
The pins can be removed only using a detacher, thus care should be
Soft Tags
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A tag must be bent, do not bend any of the pink area of the circuit. bend 1
cm on one side only & no more than 90 degrees.
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Advantage of mpm
Arranged merchandise properly
Easy to find
Easy to pick
Easy to buy
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Area Mix
60%
15%
2
Circulation 15%
Back Area 25%
Selling 60%
25%
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Space Management
The placement of merchandise within the store in the most profitable manner
is called space management .it is one of the most important activities, because the
location of merchandise at different location have different values. Some parts of
store are more valuable because customers visit those more frequently, which
results in higher sales. It is easier to make sales along.
Space closest to the entrances and exits is the most is the valuable, and values
decrease further into the store.
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Promotion
Place
Presentation
Price
Customer
Service
Retail
Marketing
Product
Mix
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People
Product
One of the main elements of the retail marketing mix is the products and /or
services that store offers to the customer.
Products are also termed as merchandise. The different products that the store
offers are together termed as the merchandise mix.
For example, if we consider the Fashion at department store, the merchandise line
comprises:
Mans wear
Mans accessory
Party wear
Ladies wear
Kids wear
Home fashion
Price
Pricing is an integral part of the retail marketing mix. The price policy that the
organization decides to follow depends on the customer profile of the target
audience for its range of products.
Big Bazaar gives the good price to the customer .price makes the good relationship
to the customers.
Big Bazaar has a punch line Isse Sasta Aur Accha Kahin Nahi
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It gives the high discount on the price like; foods products (20%, 25%, 35%), non
food products (10%, 20%, 35%), buy one get one free Top Price, buy 3 get one free
Park Avenue soap, etc.
Big Bazaar gives many offers to the customer like; the great Indian festival Big
Days, Sabse Saste 3 Din, etc. In these types of days it gives the huge discount on
the products.
Place
The location of the retail store was considered to be the most important element of
the retail marketing mix.
Big Bazaar is situated at premier location in Udaipur, where Levis, E-Zone, Cafe
Coffee Day, and Reebok like stores are situated. It is the best place for Big Bazaar.
Promotion
The advertising budget, sales promotion, publicity and the public relations play a
very important role in the competitive world of retailing .these help the store to
achieve the short term goals. Promotion may be price led or occasional led, in
which case special merchandise offered by the stores only for the occasion. Most
retail organization run promotions during festival seasons.
Big Bazaar also provides the promotional offers on festival like Diwali, New Year,
ID, Valentine day, etc. Discounts depend on the products.
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Presentation
The manner in which the merchandise is presented at the store level is very
important. This aspect not only deals with the store layout and the ambience
created, but also with visual merchandising.
Visual merchandising is the orderly, systematic way of putting stock on display in
the retail store.
Big Bazaar presents the store as per the season and occasions like; on Diwali store
is decorated with candles and flowers, on Christmas store is decorated with stars,
ribbons, balloons, Christmas tree and on Independence Day and Republic Day
store is decorated with green, orange, and white balloons, etc. that attract the
customers.
Customer Service
The support services that a retailer offers have become very important today. The
credit policies and the product returns policies need to be clear marketing,
buzzwords in the industry today and all these are aimed at enhancing customer
service.
In the Big Bazaar, the product range is good and availability of the products is very
easy. Bag Bazaar provides the low price comparison to the other retailers.
Big Bazaar provides the good services to their customer like; baggage counter,
parking, product, help line, etc.
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People
Retailers operate in a unique environment. The retail industry is characterized by a
large number of inexperienced workers, who need to put in long hours of work.
Most of the time, these employees are in direct contact with the customer and may
face irate or unreasonable customer.
The people who work at the front-end of a retail organization are very important,
as they are the manners and products knowledge plays a very important role in
building long term relations with the customer.
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Sales
Promotio
n
Public
Relation
s
Advertisin
g
Retail
Communicatio
n Mix
Point of
Purchase
(POP)
Displays
Personal
Selling
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Advertising
Advertising can be defined as any paid form of non- personal presention and
communication through mass media. It is popularly believed that one of the main
aims of the advertising is to sell to wide mix of consumers and also to induce
repeat purchase.
However, a retailer may use advertising to achieve any of the following objectives:
Creating awareness about a product or store
Communication information in order to create a specific image in the customers
mind in terms of the store merchandise, price, quality, benefits, etc.
Create a desire to want a product.
To communicate the stores policy on various issues.
Advertising can also help identify a store carrying nationally advertised brands.
It can also help in repositioning the store in the mind of the customer.
To increase sale of specific categories or to generate short term cash flows by way
of sale, bargain days, midnight madness, etc.
Advertising can also help reinforce the retailers corporate identity.
For advertising, the retailer may use one or a combination of the following
mediums:
Press advertisements
Posters and leaflets, brochures, booklets
Point of purchase displays
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Advertising can also be done through mediums like radio, television, outdoor
hoardings and the internet.
Sales Promotion
Sales promotion helps a retailer by way of attracting customer traffic and enables
quick result to be achieved. Depending on the type of promotion carried out, it can
help increase impulse buying, generate excitement and can motivate other channel
members.
Common retail promotions are illustrated:
Coupon:
A coupon allows the buyer a reduction in price on specific merchandise or
products, when the coupon is redeemed .coupons may be delivered through
newspaper, magazines, post or in products.
Contests:
A contest needs consumers to compete and the prizes are based on skill. In
the case of sweepstakes, the customer only needs to enter in his name and
the winner is determined by chance. Many retailers allow customers to enter
into competitions on the basis of the amount of purchases they have made.
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Demonstrations:
Demonstrations are used to show the customer, the performance capabilities
of the products. Videos may also be used to aid the demonstration and show
the use of the products.
Product /Brand Promotions and Schemes:
This is a straightforward scheme
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Personal Selling
Personal selling is a paid form of personal advertising where salespeople
assist customer in satisfying their needs though a person-to-person exchange
of information .it is a process of learning the needs and the wants of the buys
and striving to satisfy them with the required product or service. Personal
selling may occur within the environs of the retail store-where personal
selling requires the sales person to satisfy the needs of the consumer. It may
also occur outside the retail store, where orders taken form customer by way
of the telephone, internet or mail and them serviced. Personal selling is
precise. It is aimed at a specific individual/s. Developing a strong sales force
is hence an expensive proposition, as the sales person has to be trained on
various aspects of communication, like understanding the body language of
the customer, etc. He also needs to be knowledgeable about the features of
products and services being offered by the retailer.
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to the customer. The basic function of pop in a retail store, include posters,
danglers, flyers glow signs, translites, banners, etc.
The role of POP changes significantly with the type of product being sold
and the customers involvement in the purchase. Different types of POP
material would relevant in different types of stores and environment.
In the case of a supermarket, POP may be used to indicate prices, the
location of products and any special or bargain offer in the store. POP in a
store selling consumer durables and electronics may lay stress on the
features of the product, the warranties and guarantees and the after sales
services provided by the outlet.
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Chapter-5
Conclusion & Suggestions
As a matter of fact, this on the job training was fruitful for me as I learnt many
management skills practically during training period at Big Bazaar. Right from the
beginning of my training I observed so many things which are the part of daily
routine of Big Bazaar, Udaipur. The store works smoothly as it is the chain of a
well- known reputed organization. The retail staff personnel are of helping nature
as they supported and co-operated me during training period and tried their level
best to give me proper training of the retail store.
I also learnt how to apply all the management skills in the real situation in any
organization. During my on the job training, however, I observed the following
things at Big Bazaar, Udaipur: Everyday many people came only for visit at Big Bazaar.
The foot- falls of customers are good at Big Bazaar, Udaipur.
Mostly middle class family prefers Big Bazaar.
Customers come at Big Bazaar because it gives the huge discounts and
offers.
During big days (5 Days Mahabachat), it has huge crowd of customers and
the sale is very high.
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Conclusion
From all the available results this can be concluded that people have huge
expectations from the company. They not only want all the things they are getting
from other companies but in addition they also want some other benefits which in
turn can give them security of being a part of Big Bazaar as a customer in long run.
Big Bazaar has many brands in Food Bazaar such as Nestle, HUL, Cadbury,
Amul, Tata, Parle, Bikaji, Marico, Adanis Suffola, etc. but after that they do not
have the large product range of these brands that is why they are losing their
customers. Since many customers have different brand preferences.
In Food Bazaar they have big brands as mentioned above but many times they
do not achieve the target due to the arrangements of merchandise is not good and
employees interaction with customers are very less.
However, Food Bazaar contributes almost 50% of daily sale of the store. But
sometimes in normal days, Food Bazaar does not achieve the target. In fact, during
festival offers and Big Days, Food Bazaar has the major contribution in attracting
customers and increasing the store sale.
So we can say that customers want huge offers and discounts. If Big Bazaar
gives huge discount and offers, it will definitely increase its sales.
All the customers know about the Big Bazaar that is:
Isse Sasta Aur Achha Kahin Nahi!
Although Big Bazaar provides many services yet there are many areas where
customers demand for more than what they should get and which is beyond
company policy like, free servicing, additional free gifts and extra term benefits.
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Company also facing some problems from its previous customers side that had
some bad experience about the company product and service. It is due to the less
attention of team members to the customers and not giving them complete
information about the products. Big Bazaar also needs good service at CSD for
their customers. In brief, the organization is working on all these aspects
continuously by filling feedback forms from customers and conducting market
research on products range and customers preferences.
Suggestions
The following suggestions could be made for the better performance of Big Bazaar,
Udaipur: Review of everyday discounts/offers at signage whether they are updated
properly or not.
Signages should be displayed properly on the floor and near the entrance
gate.
More security gadgets and checks should be there to control thefts and
employees working.
Availability of products in each size should be at the floor.
At least 6 to 8 cash counter should remain open everyday to avoid crowd at
cash counter.
Increase the number of supporting staff (team members) on the floor of Food
Bazaar to pay proper attention to the customers.
Increase the brand and products range in the Food Bazaar to increase the
sale.
Interaction should be there between employees and customers.
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Sitting arrangement and drinking water facilities on the floor for customers
should be maintained regularly.
The arrangement of merchandise should be proper on the floor.
Bibliography
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www.google.co.in
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