BRAND ANALYSIS AT BIG

BAZAAR
Presented By:
Mausumi Aich
Regn. No.:
1506260018
Guided By: Prof.
Swapna
4/1/17 Menon
 CONTENTS
Introduction to Retailing
Internship site
Branding
Ansoffs Matrix of Big Bazaar
BCG Matrix of Big Bazaar
SWOT Analysis of Big Bazaar
Research
Classification of respondents
About the survey
Analysis Techniques
Analysis and Interpretation
Findings
Suggestions
Conclusion
Bibliography

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 Introduction To Retailing
What is RETAILING?
the business of selling things directly to customers for
their own use.
the activities involved in the selling of goods to ultimate
consumers for personal or household consumption.
Key Players in Indian Retail Sector

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ABOUT THE INTERNSHIP SITE
Store
Manager
Big Bazaar is a chain of (hypermarket)
department stores owned by Future
Group in India. Currently with 349
Assistant
outlets. Store Manager

It works on the same economy model

as Wal-Mart and has been successful in People
many Indian cities and small towns. Department Safety
Admin Office
Manager
(HR)
Currently Big Bazaar stores are located
CEO: Mr. Kishore Biyani
only in India.
Founded: 2001 Assistant
Department
Type: Hyper-market Manager
company
Tagline: Naye India ka Bazaar
Team
Leaders

Team
Members

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 Branding
Theprocessinvolved in creating a unique name andimagefor
aproductin theconsumers' mind, mainly throughadvertising
campaignswith aconsistenttheme.
Brandingaimstoestablishasignificantand differentiated
presence in themarketthat attracts and retains loyalcustomers.

FASHION
BRANDS
AVAILABLE
AT BIG
BAZAAR

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ANSOFFS MATRIX OF BIG BAZAAR
Product/Service
Existing New

Market Product/Service
Existing

Penetration Development
Conducted Ruposree Wi-Fi Facility
Rajo event to provided in the store
Market

showcase the culture Patanjali Products

of Odisha

Market Diversification
Development T-24 Sim cards
New

New Stores opened provided by Big

in Gaya, Sewan, Bazaar
Keonjhar and Future Bazaar- online
Rourkela gifting portal

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 BCG Relative Market Share
MATRIX OF HIGH LOW
BIG
BAZAAR
Market Growth Rate
HIGH
FASHIO ELECTRONICS
N SECTION
SECTIO
N
$
LOW

FOOD LUGGAGE
BAZAAR SECTION

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 SWOT ANALYSIS OF BIG BAZAAR
STRENGTHS
Affordability for middle class
Wide range of products and service
OPPORTUNITIES
offerings
To expand globally by tie-ups
Attractive promotional offers
Entering into high premium segment
Good branding and advertising by also
Increased rural penetration
roping in celebrity brand ambassadors

THREATS
WEAKNESSES
Competitors global presence
Not known globally and restricted to the
Low priced brand perceived to be of
Indian market only
low quality in Indian consumer minds
No different game plan according to
divergent people, their lifestyles, their
tastes and budgets in India
No online existence

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 RESEARCH
Research Objectives:
To study about all the available brands of Big Bazaar and to
determine which brand is preferred more section-wise..
Research Methodology:
Data type : Primary Data Sampling Universe: All
Research Approach : Survey the customers who have
Research visited the Store.
Survey Type : Non-
Disguised Sampling Size: 100
Research Instruments : Respondents
Structured
Limitations: Contact Methods: Direct
Questionnaire
Small Sample
Type of Size: A sample: size
Questions Contact will not yield the
of 100 respondents
Closed-
more
Endedaccurate results.
Lack of availability of secondary data.
Less reliability of primary data

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CLASSIFICATION OF
RESPONDENTS

GENDER
Analysis and
Interpretation:
This chart shows that
male customers are more
female; 47% male; 53% in the store than female
customers.
According to the survey,
ma
le female customers consist
of only 47% whereas
male customers consist
of 53%.

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 AGE
50 Analysis and
45 Interpretation:
40 This graph shows that
35 Big Bazaar gets most of
30 its customers between
25 the age group of 20-35.
Customers who are
20
aged more than 50 are
15 very rare visitors of Big
10 Bazaar.
5
0
<20 20-35 35-50 50>

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 MONTHLY INCOME Analysis and
Interpretation:
50
This graph shows the
40 income level of the
30 customers visiting Big
20 Bazaar. Big bazaar gets
its customers from
10 different income groups.
0 According to this graph,
more customers are from
the income group of less
than Rs. 10,000 monthly
income. But it is
interesting that
customers whose monthly
income is between 80,000
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to 1,00,000 also visit Big
 Analysis and
Interpretation:
This chart shows the
occupation of the
customers of Big Bazaar.
From this chart it can be
profesional; 3% housewife; 4%
business; 12%
student; 44% interpreted that most of
the customers of Big
Bazaar are students and
service people.
service; 37%

OCCUPATION

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 ANALYSIS AND INTERPRETATION

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 Analysis and
VISIT Interpretation:
This graph shows the
60 frequency of the visits
50 of the customers to Big
40 Bazaar. Most of the
30 customers visit Big
20 Bazaar in a monthly
10 basis. Very few
customers come
0 fortnightly or
occasionally. The
attractive monthly
offers provided by Big
Bazaar is a reason that
customers are monthly
4/1/17 visitors to the store.
 MOST VISITED SECTION
90
80 Analysis and
70 Interpretation:
60 This graph shows that
50 most of the customers
40 of Big Bazaar visit the
30 Fashion section.
20
10
0

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 BRAND PREFERENCE IN MEN'S FORMAL
Analysis and
80
Interpretation:
70 67 This graph shows that
60
Knighthood formal shirts
are more preferred by the
50
customers. The attractive
40 offers and discounts and
33 the product quality, colour
30
and designs of Knighthood
20 shirts are the reason for its
10
more brand preference.
0
AFL Knighthood

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BRAND PREFERENCE OF MEN'S CASUALS
60 52 Analysis and
50 Interpretation:
40 35 This graph depicts
30 that Buffalo T-shirts
are more preferred
20 13 by customers than
10 Lee Cooper and DJ&C
0 T-shirts.

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BRAND PREFERENCE IN LADIES ETHNIC
80
70
70
60
Analysis and
50 Interpretation:
40 In ladies ethnic
30 section, Srishti brand is
30
preferred more by
20 women. The graph
10 shows, Ateesha is
preferred by 30%
0 customers and Srishti
Ateesha Srishti is preferred by 70%
customers.

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BRAND PREFERENCE IN LADIES WESTERN
Analysis and
70
60 Interpretation:
60 In ladies western section,
Lee Cooper is preferred
50
more by women than DJ&C.
40 AFL is least preferred.
30
30
20
10
10
0
DJ&C Lee-Cooper AFL

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BRAND PREFERENCE IN SPORTS WEAR
80 67
70
60
50 Analysis and
40 26
Interpretation:
30 In sportswear section, Spunk
20 7 is ahead of Champion and
10 Converse. Spunk is preferred
0 by 67% customers, 26%
customers prefer Champion.
Only 7% customers prefer
Converse.

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BRAND PREFERENCE DISTRIBUTION OF MEN'S T-SHIRTS

Spunk; 5% Umbro; 0% Analysis and

Interpretation:
DJ&C; 24% In Mens T-shirts Buffalo is
Buffalo; 45% the leader. Both DJ&C and
Lee Cooper share same
Buffalo amount of brand preference.
Lee-Cooper; 25% Lee- Spunk and Umbro are least
Cooper preferred.
DJ&C
Spunk

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BRAND PREFERENCE DISTRIBUTION IN MEN'S JEANSWEAR

Analysis and
Buffalo Interpretation:
Matrix; 20% Lee- In Mens Jeans also
Cooper Buffalo is the leader.
Buffalo; 39% Buffalo jeans are more
DJ&C preferred by the
DJ&C; 18% Lee-Cooper; 23%
Matrix customers because of the
brand image and quality
of the product the brand
offers. Lee Cooper and
Matrix jeans are preferred
by 23% and 20%
customers respectively.
DJ&C brand is preferred
by only 18% customers.
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BRAND PREFERENCE DISTRIBUTION OF MEN'S CASUAL SHIRT

Analysis and
Interpretation:
DJ&C; 30% Buffalo In Mens casual shirt
Buffalo is preferred by
Buffalo; 38% Lee-Cooper 38% customers, Lee-
DJ&C Cooper by 32%
customers and DJ&C by
Lee-Cooper; 32% 30% customers.

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 Analysis and
BRAND PREFERENCE DISTRIBUTION OF WOMEN'S JEANS Interpretation:
In Womens Jeans there
exists a close competition
between the two brands
DJ&C and Lee-Cooper. While
Lee Cooper provides good
quality jeans and attractive
offers, DJ&C offers jeans in
different type of product
Lee-Cooper; 48% quality and different price
DJ&C; 52% ranges so that every
customer can afford it. Lee
Cooper is preferred by 48%
DJ&C customers and DJ&C by 52%
customers. One reason of
DJ&C being the leader is that
it provides jeans from low
price range to high price
4/1/17 range.
BRAND PREFERENCE DISTRIBUTION OF WOMEN'S CASUAL TOP

Analysis and
Interpretation:
DJ&C This graph shows that
Lee-Cooper Lee Cooper is preferred
Lee-Cooper; 51% DJ&C; 49%
more in case of casual
tops rather than DJ&C.

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BRAND PREFERENCE DISTRIBUTION OF WOMEN'S ETHNIC

Analysis and
Interpretation:
In womens ethnic,
Ateesha; 47% Srishti; 53%
Srishti brand is preferred
more than Ateesha
because of its variety of
products.

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 highly
satisfied
satisfied
highly satisfied; 24% Analysis and
dissatisfied; 1% neutral Interpretation:
dissatisfied Analyzing the overall
brand preferences it is
highly
satisfied; 75% found that 75% people are
dissatisfied satisfied with the brands
available at Big Bazaar. It
is a good point that 24%
people are highly satisfied
SATISFACTION PERCENTAGE and only 1% customers
are dissatisfied.

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CONCLUSION

The fashion section is visited most by the customers of Big

Bazaar.
In mens section Buffalo is the most popular brand.
In ladies section, Srishti and Ateesha have close competition
but still Srishti is preferred more by the customers.
Big Bazaar must offer discounts on the low preferred brands so
as to boost their sales.
Big Bazaar must provide apparels of other popular brands like
W so as to gain a competitive advantage.

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 BIBLIOGRAPHY
Books Referred:
Philip Kotler, marketing management, (Pearson education, 12thedition)
Naresh Malhotra marketing research (An applied orientation),
Research design, (Prentice hall of India pvt. 5th edition)
Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)
Service Marketing by M.K Rampal
Integrated service marketing (4th edition) by Zeithmal

Websites Referred:
ibef.org/industry/retail-india.aspx
https://www.bigbazaar.com
http://www.nasscom.in/overview-retail-market-analyzing-opportunities
http://www.slideshare.net/10021980/big-bazaar-final
https://www.scribd.com/document/260985368/Literature-Review-of-BIG-BAZAAR

References:
Internal company data
Employees of the store and the sales staff

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 THANK YOU

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