PROJECT REPORT ON WEDNESDAY BAZAAR AT BIG BAZAAR BANASHANKARI, BANGALORE

SUBMITTED BY SUBHASH CHANDRA SAHU REG No-420820687

INTERNAL GUIDE RAJASHEKAR KARJAGI Professor AIMS

EXTERNAL GUIDE NINA MANI ASM CRM

Acharya Institute Of Management & Science -AIMS 1ST STAGE 1ST CROSS,PEENYA. BANGALORE-560058 February 2010

INDEX
Sl. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Topic Index Acknowledgement Declaration Table of charts Indian Retail Industry Scope of the indian retail market Pantaloon retail-Company profile Future group Future group manifesto Group vision, mission, core values Wednesday bazaar Bachat diary or Savings diary Competitions held on Wednesday bazaar Research design Questionnaire Plan of analysis Table of charts Report on the visit to BB-OMR Findings Suggestions Conclusions Bibliography Page No. 1 2 3 4 5 6 7 8 9 10 11 13 14 15 21 24 25 32 34 35 36 37

ACKNOWLEDGEMENT
Wednesday Bazaar project would be incomplete without the mention of people, who made it possible, whose constant guidance and encouragement crown all efforts with success. My respective thanks to Mr. Arun Mathews. Senior Executive HR, Nina Mani - ASM, CRM at Big Bazaar, Banashankari, Bangalore for allowing me to do the study in their organization and sparing their valuable time and knowledge, including keen interest and guiding me at every stage of this project. Without their support this report would have not reached this stage. My respective thanks to Rajasekhar Karjagi, Professor AIMS , Bangalore. I also express my deep gratitude to my family and friends without, whose cooperation this report would not have been possible.

Subhash Chandra Sahu

DECLARATION
I hereby declare that this project entitled WEDNESDAY BAZAAR at Pantaloon Retail India Limited Big Bazaar, Banashankari is solemnly prepared by me with my sincere efforts for the academic year 2009-10. I also declare that this project has not been submitted to any other university or institution.

Place: Date:

TABLE OF CHARTS
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Sl.No. 1 2 3 4 5 6 7

Topic Comparison of sales of Jan 08-09 Comparison of customer entry Jan- Feb. 09 Comparison of sales Jan, Feb. 09 Frequency of customer visit to BB-BSK Customers opinion on time of shopping Customers opinion on price rates at BB-BSK Number of customers who visit BB-BSK

Page No, 25 26 27 28 29 30 31

INDUSTRY PROFILE
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INDIA RETAIL INDUSTRY

India retail industry is the largest industry in India, with an employment of around 8% and contributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25% yearly being driven by strong income growth, changing lifestyles, and favourable demographic patterns. It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion. India retail industry is one of the fastest growing industries with revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is expected in the industry of retail in India by growth in consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It has further been predicted that the retailing industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5 billion. Shopping in India has witnessed a revolution with the change in the consumer buying behaviour and the whole format of shopping also altering. Industry of retail in India which has become modern can be seen from the fact that there are multi- stored malls, huge shopping centres, and sprawling complexes which offer food, shopping, and entertainment all under the same roof. India retail industry is expanding itself most aggressively; as a result a great demand for real estate is being created. Indian retailers preferred means of expansion is to expand to other regions and to increase the number of their outlets in a city. It is expected that by 2010, India may have 600 new shopping centres. In the Indian retailing industry, food is the most dominating sector and is growing at a rate of 9% annually. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food. Since at present 60% of the Indian grocery basket consists of non- branded items. India retail industry is progressing well and for this to continue retailers as well as the Indian government will have to make a combined effort.

SCOPE OF THE INDIAN RETAIL MARKET

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The scope of the Indian retail market have been seen by many retail giants and thats the reason that many new players are entering the India retail industry. The major Indian retailers are: Pantaloons Retail India Ltd Shoppers Stop Bata India Ltd Music World Entertainment Ltd Judging the scope for growth in the India retail industry many global retail giants are also entering the Indian retail market. They are: Tesco Metro AG Wal- Mart The scope for growth in the Indian retail market is seen mainly in the following cities: Mumbai Delhi Pune Ahmedabad Bangalore Hyderabad Kolkata Chennai The scope of the Indian retail market is very vast. And for it to reach its full potential the government and the Indian retailers will have to make a determined effort.

PANTALOONS RETAIL
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COMPANY PROFILE
Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 12 million square feet of retail space, has over 1000 stores across 71 cities in India and employs over 30,000 people. The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara. The company also operates an online portal, futurebazaar.com. A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a largeformat home solutions store, Collection i, selling home furniture products and eZone focussed on catering to the consumer electronics segment. Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the USbased National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space.

FUTURE GROUP
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.
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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 12 million square feet of retail space in 71 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. 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. The groups speciality retail formats include, books and music chain, Depot, sportswear retailer, Planet Sports, electronics retailer, Ezone, home improvement chain, Home Town and rural retail chain, Aadhar, among others. It also operates popular shopping portal, futurebazaar.com. 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. 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.

CORPORATE STATEMENTS

FUTURE GROUP MANIFESTO

Future the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn, our ability to evolve. We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners. Our customers will not just get what they need, but also get them where, how and when they need. We will not just post satisfactory results, we will write success stories. We will not just operate efficiently in the Indian economy, we will evolve it. We will not just spot trends; we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow. It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing. Rewrite Rules. Retain Values.

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

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

CORE VALUES

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

WEDNESDAY BAZAAR
Wednesday Bazaar is a day on the Wednesday of every week in Big Bazaar where in it offers the customers with huge discounts on selected products. It is basically done to bring up the
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sales on weekdays. It mainly focuses on the ladies of our country. Wednesday Bazaar had been re launched on the 18th of March 2009. It was done basically to Take the property to the next level where Wednesday sales numbers equal to a Saturday sales number Increase customer base Increase frequency of visits

Hence it was to establish it as the day & destination for weekly shopping by housewife. There were various strategies imposed such as Right mix of merchandise which stays true to our Channi Target the property to its core audience Housewife Re-enforce the core proposition Hafte ka sabse sasta din

Right Mix of Merchandise

Seasonal merchandise Impulse buy item Local merchandise Independent purchase items Weekly consumption items

Independent Purchase Items

Products for which the housewife is generally the decision maker are : 1. Food items 2. Kitchen Items like containers, utensils, appliances like mixer grinder, toaster & iron 3. Home Linen like bed sheets, towels, kitchen towels, table linen 4. Kids apparel 5. School stationery
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Weekly Consumption Items

Items for which shopping is generally done on a weekly basis are : 1. Biscuits 2. Fruits & Vegetables 3. Butter, Bread

Impulse Buy Items

Merchandise that will catch her fancy while she is out doing her weekly shopping. Examples: 1. Nightwear 2. Handbags & Accessories 3. Cosmetics 4. Kids toys & stationery

Seasonal Merchandise
Merchandise which is seasonal in nature & meet other Channi criteria. 1. Seasonal fruits 2. Dry fruits & ghee & jaggery in winter 3. Squashes, juices in winter 4. Kids & women apparel as per the season 5. Exam or Back to school merchandise 6 Spices, grocery during Bharti time

What's new at the re launch of Wednesday Bazaar?

These offers will add excitement to the concept. Examples: New range of plastic containers New range of apparel for women & kids New stock of grocery during Bharti period. NEW offers on entire range of cosmetics or handbags can be tagged as NEW

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Bachat Diary / Savings Diary Introduced on 25th March 2009 Objective:

To increase frequency of visit by existing Wednesday Bazaar customer To build loyalty for the property of Wednesday Bazaar

What is Bachat Diary?

Bachat Diary will be issued to customer when she shops for Rs.750/- or more on Wednesday. Thereafter, every time she shops at BB on a Wednesday, an entry will be made in the book. At the end of the month, all customers whose total purchases amount to more than Rs.2000/-, will get an assured gift from BB. Shopping with the Bachat Diary is store specific.

Promoting the Concept of Bachat Diary

Word of mouth communication is the best promotion for this activation. In store VM Standees at prominent places in store Signages at cash tills

Competitions held on Wednesday Bazaar for ladies and kids

This is to ensure to attract more lady customers on the Wednesdays to boost up weekday sales too. Obtaining feedback from them was encouraging to conduct more of such activities. There has been a weekly plan for such competitions for ladies and kids which will be conducted in the future. We have held many competitions such as Rangoli
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Identifying the grain Quiz Memory game (kids)

RESEARCH DESIGN Objective

The project aims to analyze sales past and present, promotional methods used and customer entry and satisfaction buyers. Such an analysis would lead to newer and better strategies to increase sales and customer entry. Focus on such a day would be on ladies as they happen to be the major buyers on a Wednesday.

Execution
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Comparing sales of different years (2009 -10) Different methods of present promotional activities Products that are used for promotion Observation of the customers in the store Obtaining feedback from customers by providing them an questionnaire

Types of data collected

Primary data Secondary data

Interview the customers Interview the sales people Observing the customer buying trends Feedback through questionnaire

Collecting financial reports Surfing the websites, comments on the blogs Reading articles from books, newspaper and magazines

Graphs used to interpret the data

Bar Column Pie Cone Line

Sampling plan
Sampling unit Customers at Big Bazaar, Banashankari
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Sample Size 50 Sampling Procedure Random Sampling

Objective of the Report:

The main objective to prepare the report is to know the customer behaviour towards the step taken by BIGBAZAAR to increase the sales and promote brand loyalty. We would come to know various loop holes in the process which gives competitor fair chance to grow. We would actually come to know the present taste and preference of the consumer and their attitude towards the BIGBAZAAR.

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The following are the reason for preparation of the report

To know the consumer behaviour and attitude towards Big bazaar.

To create brand awareness among the new customer To retain old customer and maintain healthy consumer relationship To give maximum benefit to the customer at most cheaper rates To maximise the sales of Big Bazaar on Wednesday

To analysis the past sales record

To determine better strategies for the future sales To pump up the sales during off peak season To create demand for the new product

To study the buying pattern of the consumer

To make the product available on time when there is demand for the product.(JIT)

To study the utilisation of optimum resources available

The Wednesday Bazaar offer is basically designed for the housewife. And particularly targeted to the housewife. It is designed such that it is focused on product which a consumer buy on weekly basis.
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Biscuits Juice Bread & butter Kitchen utensils The commodities relating to kitchen are taken into account . and offer is provided on the purchase they do on Wednesday. So to drive the consumer towards its store.

The Wednesday bazaar report is prepared to know the expectation of the customer and measure the level of customer satisfaction given to them.

The need to prepare the report is to maximize the footfall in the mall. The initiate new policy to attract customer.

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QUESTIONAIRE
As an initiative to understand your needs @ Wednesday Bazaar, please give us 5 minutes of your time to answer the following: Name: Address: DOB: Contact No: Email Address: Income level: No. of family members:

1. How often do you visit Big Bazaar Banashankari?

Once a week Once a fortnight Once a month

2. You shop more often for? 3. Food Apparels Books & stationary Toys Home linen Kitchen (utensils, crockery, plastics & accessories)
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Furniture Electronic items

3. How much on an average do you spend on your planned shopping?

Less than Rs 500 Rs 501 Rs 1000 Rs 1001 - Rs 1500 Rs 1501 Rs 2000 Rs 2001 and above

4. When do you generally shop?

Week days Week ends

5. If on week days, do you know about Wednesday Bazaar?

Yes No

6. If yes, how did you know about it?

TV __________________ Radio _________________ Newspaper _________________ Tele-calling Website Hoardings Word of mouth In store advertisements Others (Pls. specify) _________________

7. How do you rate our pricing on a Wednesday Bazaar?

Excellent Good
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No difference

8. What is your most convenient time for shopping on Wenesday Bazaar?

Morning Afternoon Evening

_______________ ________________ ________________

9. Do you know about Bachat Diary scheme for Wednesday Bazaar?

Yes No If No, please ask our representative

10. Do you feel now that Bachat Diary scheme will encourage you to shop on a Wednesday Bazaar?

Yes No

11. Do you feel you need to be informed about our special Wednesday Bazaar offers and schemes?

Yes No

12. If yes, how would you like to be informed?

Tele-calling SMS Email

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Pamphlets

13. Would you like to participate in any competitions held for customers? Yes No May be 15. Any Wednesday Bazaar suggestions?

PLAN OF ANALYSIS

The data that was obtained from the sales report and the questionnaire was analysed and interpreted with the help of different types of graphs. The data was collected,, classified, tabulated, interpreted.

Date Jan 2009 2 9 16 23 30

Sales (Rs) 1372623 1344717 885724 761224 982334

Customer Entry 3523 3756 2679 2816 2956 Jan 2010

Date 7 14 21 28

Sales (Rs) 1106335 1506187 793148 823440

Customer Entry 2953 3265 2263 2367

Feb 2009

6 13 20 27

1306523 1435609 1787539 1354311

3654 3864 5138 3357

Feb 2010

4 11 18 25

1155577 1062721 963407 878618

2940 3067 3046 2865

Comparison charts from the above tables are given below

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Analysis and Interpretation

From the above chart it is seen that the sales of the Wednesdays in the month of January of 2010 were higher than 2009.

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Analysis and Interpretation

From the above chart it is seen that the customer entry of the Wednesdays in the month of February of 2010 were fluctuating than January 2010.Most of the times February month has greater customer entry than January.

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Analysis and Interpretation

From the above chart it is seen that the sales of the Wednesdays in the month of January and February 2010 are fluctuating. Mostly the January month has good sales.

The charts obtained from the data of the questionnaire are given below. Due to high amount of tables of data to be provided the data is not given but the comparison charts are mentioned.
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Analysis and Interpretation

From the above chart it is seen that among the customers who visit BB-BSK 38% visit once a week, 28% once a fortnight. 26% once a month and 8% rarely. Hence it is seen that that the highest percentage of people visit BB-BSK once a week and least number of people come rarely.

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Analysis and Interpretation

From the above chart it is seen that maximum number of people come in the evening to shop and minimum come anytime. Higher numbers of people do come in the mornings or afternoon to shop. The customers who come in the morning or afternoon are mostly ladies.

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Analysis and Interpretation

From the above chart it is seen that out of a sample size of 50, 29 feel the price rates of products are good, 12 feel it has no difference, 6 have no opinion of it and 3 of them feel its excellent. Hence most of the people agree that the prices are good.

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Analysis and Interpretation

From the above chart it is seen that the maximum number of customers are mostly during the weekends because they come with family and are free of work. Some customers do come on weekdays say mostly ladies to replenish their food stuff and some just enter whenever they feel any time to shop.

REPORT ON THE VISIT TO BB - OMR ON 19/03/2010 (FRIDAY) - 6pm to 7:30pm All the cash counters working with less rush of customers
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Centralized AC All stocks are arranged very well, all variants are available, no deficiency of stock Announcements made are clear and slow There is a bakery at the ground floor which has good variety of products, tables put up to eat for the customers Good Kannada and Hindi songs are put up. They are different songs in different floors Many varieties of fresh vegetables and fruits are available There is good freezer provision for cool drinks and dairy products The Customer Service Desk is at the 1st floor which is clearly seen by the customers as they travel to the 2nd floor through escalator Escalators are there for easy travel Good variety of fancy clothes are there (men & women, kids) There are less number of sales people (women are very less compared to men) There are very good toys placed which good condition There is place for the kids to play while their parents are shopping There are more people to help at the CSD There are other things sold(compared to BSK-BB) such as electronic lockers, plywood, tiles, lightings, bathroom fittings, wash basin, keys, drillers and tub The customers who come there are educated The uniform for the sales people are different There stock is arranged very well and the surroundings are very clean Good brands of watches are available- titan, fast track, sonata, Casio Trolleys and baskets are arranged well Too many ads are put up, directions are clear
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Food court has good ambience, fast delivery of food Toilets are very clean F123 is very well arranged, good lighting, crowd is there Food court has lot of customers, good arrangement of tables and chairs, has a sauce bottle on each table There is less volume music played in the food court There are 2 separate cash counters to manage crowd There are more variety of books and stationary ,clothes, toys Furniture, handbags is of good designs and quality

FINDINGS

Most of the customers who visit BB-BSK are from Banashankari Their average family income ranges from 15,000 50,000 There are many young couples who come to shop, especially on Sundays
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 Most of them have a family size ranging from 3-5 Most of the customers shop in the weekend Most of the customers shop for Food, PUC and apparel Most of them spend above Rs 2000 on their monthly shopping Most of them are aware of Wednesday bazaar and do shop on that day Most of them got informed about Wednesday bazaar through in store advertisements, newspaper ads, word of mouth Most of the people feel the prices of the products at BB is good Most of the customers do shop in the evening

SUGGESTIONS
Appoint most staff at the CSD to help Put good variety of music Centralized AC should be fully functioning All billing counters should be open and functioning
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Advertising in the weekends by shouting, loudspeaker should be avoided for the customers to shop peacefully Discounts and prices should be put up clearly Staff should be friendly Stock should be replenished on a continuous basis Fruits ,vegetables, breads are not fresh Stop sticking stickers on the bags at the entrance Some PUC items do not fit(the lids with the containers) Please improve the quality of clothes (men and women) Delivery of food at the food court is late

CONCLUSION

Thereby Wednesday bazaar is a good method to boost up the sales in the weekdays. It was really nice working on this project. I hope the following suggestions of mine will be considered. Bachat diary is also a good concept which many of the customers feel encouraged to shop more. Conducting competitions are also making more customers enrich their talents
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and visit BB-BSK regularly especially on Wednesday when it is conducted. Hence good luck to BB-BSK in it endeavours to increase their sales and customer satisfaction.

BIBLIOGRAPHY

Www. business.mapsofindia.com/India-retail-industry Www. future bazaar.com Www.pantaloon.com/index.asp Www.Bigbazaar.com

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