INTRODUCTION

Retail Industry is a business that‘s been around forever, and always will

be, because as long as people are willing to pay for something they want and need, you

can guarantee that there will always be somebody willing and able to sell it to them.

The history of retail has included countless ways in which retailers have attempted to get

their products in front of the consumer. But it seems that the businesses that have provided

their customers with the most convenience have generally proven to be the most successful.

For centuries, most retail sales were made by the street vendor or the small family

owned shop, which provided their customers with the convenience of not having to grow

their own food or make their own clothes. By the mid nineteenth century, most of the goods

that we find in today‘s superstores were supplied by craftsmen or local manufacturers who

dealt directly with their customers.

As manufacturing methods improved, and as the road and rail transport network

extended, there developed specialist manufacturers who needed retail stores to sell their

goods. Overtime, the small retail store concept grew, and by the mid 1950‘s small stores

blanketed every high street.

While most people loved the individual attention and great service that the small store

provided, it became more and more difficult for the small store to offer the kind of prices

and selection that the consumer really needed, not to mention that they probably had to

travel all over town to get their shopping done.

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 The next big revolution in retailing was the emergence of the retail chains, and later the

superstores. The consumer of the 70‘s demanded the convenience of having their favorite

stores in one enclosed location where they could easily hope from store to store without

having to concern them about the weather. This shopping mall concept was quickly

embraced by the consumer ,but unfortunately the crowds and traffic of today‘s mega malls

can often turn what should have been a convenient and comfortable shopping experience

into a mission of hand-to-hand combat

In recent years, the mail order business has experienced some of the most impressive

growth, which would also seem to echo the continuing consumer demand for convenience.

Most retailers are recognizing that they simply have to offer their customers the ability to

order products or services from the comfort of their own home or office in order to comate

in today‘s retail marketplace.

RETAIL TRADE FORMATS

The Retail Trade sector comprises establishments engaged in retailing merchandise,

generally without transformation, and rendering services incidental to the sale of

merchandise.

The retailing process is the final step in the distribution of merchandise. Retailers are

therefore organized to sell merchandise in small quantities to the general public.

This sector comprises two main types of retailers.

 Store retailers

 Non store retailers

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STORE RETAILERS

Operate fixed point-of-sale locations, located and designed to attract a high volume of

walk-in customers. In general, retail stores have extensive displays of merchandise and use

mass-media advertising to attract customers.

They typically sell merchandise to the general public for personal or household

consumption, but some also serve business and institutional clients. These include

establishments such as office supply stores, computer and software stores, building materials

dealers, plumbing supply stores and electronic supply stores. Catalog showrooms, gasoline

service stations, automotive dealers and mobile home dealers are treated as store retailers.

In addition to retailing merchandise, some types of store retailers are also engaged in the

provision of after-sales services, such as repair and installation. For example, new

automobile dealers, electronics and appliance stores, musical instrument and supplies stores

often provide repair services. As a general rule, establishments engaged in retailing

merchandise and providing after-sales services are classified in this sector.

NON STORE RETAILERS

Non store retailers, like store retailers, are organized to serve the general public, but their

retailing methods differ. The establishments of this sub sector reach customers and market

merchandise with methods, such as the broadcasting of ―infomercials,‖ the broadcasting and

publishing of direct-response advertising, the publishing of paper and electronic catalogs,

door-to-door solicitation, in-home demonstration, selling from portable stalls (street

vendors, except food),and distribution through vending machines. Establishments engaged

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in the direct sale (non-store) of products, such as home heating oil dealers and home

delivery newspaper routes are included here.

The buying of goods for resale is a characteristic of retail trade establishments that

particularly distinguishes them from establishments in the agriculture, manufacturing and

construction industries. For example, farms that sell their products at or from the point of

production are not classified in retail, but rather in agriculture. Similarly, establishments that

both manufacture and sell their products to the general public are not classified in retail, but

rather in manufacturing.

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 NEED FOR THE STUDY

To get an exposure to practical studies of the real life marketing, Promotional activities now

a day, a significant role in marketing activities and plays a crucial part in driving of the

customers‘ buying attitude. Earlier the scene was entirely different, where the main theme of

Sales promotion activities was simply to focus the attributes of customers towards product

or service, but now things have entirely changed and Sales promotion activities are being

designed taking in consideration the customer perspective.

Vishakapatnam is one of the metro cities of India and Telangana state. Because of Industrial

hub, most of the people from other states and also countries reside in this city. It is

composed of a cross cultured concept due to various originated citizens and also industries

and companies. Retail in industry is growing enormously in the today‘s market. Good

educational facilities and job opportunities along with the requirement, both the family

members doing jobs and as a result, everybody in the society are very busy. In this busy

environment, there is no sufficient time to spend for purchases by selecting different shops.

Availability of all the required products at place has become a convenient source. Shopping

habits are changing for the people living in metropolitan cities. People prefer big retail

outlets like Big Bazaar to local kirana stores. Most of the decisions of buying are taken by

the virtue of point-of-sale displays in these retail outlets. The mushroom growth of Shopping

malls has made the job easier. In this connection Big Bazaar is one of the popular hyper

markets which offer the said services. Hence the marketing activities of these shopping

malls have a significant role in the society. An attempt was made in the present study to

identify the opinions of the customers about the marketing skills of Big Bazaar in

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Vishakapatnam. Promotion occupies a crucial role in marketing. Therefore promotional

activities of Big Bazaar in the opinion of customers have been selected for the purpose of

the study.

The opinion of the customers regarding to sales promotion activities taken up by the Big

Bazaar, find the best sales force activity which impact the customer effectively and also

find the reason for it, find out the customer expectations & needs, and also observe the

present market scenario &opportunities. Customer‘s mind and their expectations towards

sales promotion activities in various form helps the company to understand the customer‘s

perception and needs. That helps the organization to improve the effectiveness of the sales

promotion activities.

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 OBJECTIVE OF THE STUDY

 To know are the sales force activity under taken by BIG BAZAAR.

 To know the frequency of the customers visiting BIG BAZAAR.

 To understand the effective sales promotions influencing positively the customers.

 To study the satisfaction level of the customers with the existing offers.

 To analyze the customers‘ opinion on the quality and information obtained by the

promotion activities of the stores.

 To give suggestion for better sales promotion in Big Bazaar.

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 METHODOLOGY

RESEARCH METHODOLOGY

Research methodology is systematic procedure for solving the research problems. It may be

understood as science of studying how research is done scientifically. In it we study the

various steps that are generally adopted by the researcher in studying his research problem

along with the logic behind them. In general methodology is an optional framework within

which the facts are placed so that the meaning may be seen more clearly. The sources of

data shown that designing of a research plan calls for decision on the data sources are

research approaches (primary and secondary data) research instruments (observation survey

experiment) sampling plan and contact methods (personal interviews).

RESEARCH DESIGN

A research design is the determination and statement of the general research approach or

strategy adopted for the particular project. It is the heart of the planning. If the design

adheres to the research objectives, it will ensure that the client need will be served. Research

design is a plan structured and strategies of investigation. It is the arrangement of condition

and analysis of data in a manner to combine relevance to the research purpose with economy

in procedure.

• In order to achieve the objective it was necessary to talk to the customers and public to

draws the conclusions regarding the objective.

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• For visiting the customers and publics to collect the relevant information a questionnaire

has to be designed. The questionnaire was designed in such a manner to achieve the

objective of the research.

• The sample size taken is 150 customers and publics.

SOURCE OF DATA

Data was collected from primary sources and secondary sources

PRIMARY DATA

The data which is collected fresh and for the first time and thus happen to be gathered

directly from the original respondent and summarize the opinions of his own is called the

primary data. Primary data is the data that is generated by the researcher for the specific

purpose of research situation at hand. The primary data was collected through survey. A

sample of 150 customers has been selected randomly and survey was conducted on them.

Information was collected based on the respondent opinion as a result of survey. Data also

includes personal discussion with concerned heads to obtain basic information.

For the purpose of the study a structured questionnaire consisting of 20 questions have been

selected. The questions are mainly closed ended types giving 3 to 5 options each. There are

also a few open ended type questions conducted informally for getting the clear options of

customers. Further, some interviews also conducted in detained information.

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SECONDARY DATA

The data which is already collected by someone else and which have been passed through

the statistical process is known as the secondary data. Secondary data is already published

data collected for some purposes other than confronting the researcher at a given point of

time. The secondary data was collected from different books and different web sites.

For the purpose of secondary data college library, general library in the city have been

verified. Some popular books like ―Marketing Management by M.Govindarajan, and Philip

Kilter Kevin Lane Keller, some Journals, Magazines related to the Retail marketing, sales

promotion topics etc., have been verified in libraries. Some information has been gathered

from companies magazines etc.

The study mainly dependent on data gathered from the primary source based on the schedule

of questions. Questionnaire is the formal tool of asking questions directly from respondents

by which questions are asked or by distributing printed questionnaire copies to all selected

customers. Information about the product is taken from various sources such as websites,

newspapers etc.

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SELECTION OF THE SAMPLE/SAMPLING PLAN

This is one of the most important steps of a research design procedure. Generally in most of

the marketing studies on sample or most of the sub group of the total population pertaining

to the subject is included on the place of the universe.

The following things are primarily considered in the sample:-

• Sample Size

The sample size of the population was 150 respondents.

• Sample Population

A survey of people who plan to purchase products at BIG BAZAR and on located in

Secunderabad city of Telangana state.

LIMITATIONS OF THE STUDY

 Limited response from respondent response may not reveal the accurate picture as

accurate data was not revealed by the respective respondents.

 Many of the respondents did not submit the questionnaire forms properly filled.

 Since only a small segment of the market has been covered, the information has

some bias.

 Duration of the project was limited to only 5 weeks. So time is also a constrain to

cover promotional activities in Big Bazaar.

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 INDUSTRY PROFILE

Industry comprises establishments known as convenience stores or food marts primarily

engaged in retailing a limited line of goods that generally includes milk, bread, soda and

snacks in a 2000 to 3000 square foot store with speedy check out. They are the modern

version of the neighborhood mom-and-pop grocery/general store.

Department Stores

Industry group comprises establishments known as department stores primarily engaged

in retailing a wide range of the following new products with no one merchandise line

predominating: apparel; furniture; appliances and home furnishings; and selected additional

items, such as paint, hardware, toiletries, cosmetics, photographic equipment, jewelry, toys,

and sporting goods. Merchandise lines are normally arranged in separate departments. It has

central customer checkout areas, generally in the front of the store. Department stores in this

industry offer a wide range of general merchandise (except fresh, perishable foods), limited

service and low prices.

Specialty Stores

There are specialty stores, those concentrates on a limited number of complementary

merchandise categories. They provide a high level of service in an area typically less than

8000 square feet.

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Category Killers

This industry is much nearer to discount store that offers a narrow variety but deep

assortment of merchandise. These retailers are basically discount specialty stores. Most

category specialists use a self-service approach, but some specialists in consumer durables

offer assistance to customers.

Super centers

This industry offers a wide variety of food and nonfood merchandise. They are the

fastest growing retail category. Supercenters stock between 100,000 and 150,000 individual

items (SKU‘s). The store generally is spread across 150,000 to 220,000 square foot.

Hypermarkets

Industry is large combination food and general merchandise retailers. They typically

stock less than super centers, between 40,000 and 60,000 items ranging from groceries,

hardware, and sports equipment, to furniture and appliances, to computers and electronics.

The store generally is spread across 100,000 to 300,000 square foot.

Retail Industry in India

The Indian retail industry has presently emerged as one of the most dynamic and fast paced

industries as several players have started to enter the market. It accounts for over 10 per cent

of the country‘s gross domestic product (GDP) and around eight per cent of the employment

in India. The country is today the fifth largest global destination in the world for retail.

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 Several corporate have planned to exploit the opportunities in the Indian retail space,

such as Reliance Industries Ltd (RIL), which has lined up capital expenditure of Rs 1.8

trillion (US$ 29.41 billion) for the next three years for its petrochemicals, telecom and retail

ventures.

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

In 2013, the Indian retail sector was estimated at US$ 520 billion and was among the largest

employers in the country. By 2018, the Indian retail sector is likely to grow at a compound

annual growth rate (CAGR) of 13 per cent to reach US$ 950 billion. Food and grocery is the

largest category within the retail sector with 60 per cent share followed by the apparel and

mobile segment.

Organized retail, which constituted seven per cent of total retail in 2011-12 is estimated to

grow at a CAGR of 24 per cent and attain 10.2 per cent share of total retail by 2016-17,

according to a study titled 'FDI in Retail: Advantage Farmers' conducted by an industrial

body.

India has about one million online retailers - small and large - which sell their products

through various e-commerce portals. Presently, these online retailers have started to use the

medium of online mobile apps to increase their reach to the customers. Several e-commerce

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firms - Myntra, Flipkart, Jabong, etc., have launched their own mobile apps. Flipkart plans

to use their US$ 1 billion funds raised to acquire companies in mobile applications.

According to the TCS Gen-Y 2013-14 survey, a total of 68 per cent of teenagers shop

online, while 91 per cent own mobiles in smaller metros. Mobile phones and tablets were the

most popular gadgets among teenagers, highlighted the survey.

Investments

The foreign direct investment (FDI) inflows in single-brand retail trading during

the period April 2000 - July 2014 stood at Rs 842.53 crore (US$ 137.70 million), as per data

released by the Department of Industrial Policy and Promotion (DIPP).

Investment options in organized retail India

Real estate's retail component is an attractive opportunity, which is currently attracting 29

per cent of total investment in real estate.

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Some of the other notable investments and developments in the Indian retail sector in the

recent past are as follows:

 IKEA has entered into a memorandum of understanding (MOU) with the

Government of Telangana to set up its first store in India at Hyderabad.

 Liberty Shoes has planned to improve its retail presence as it plans to double the

revenue to Rs 1,000 crore (US$ 165.38 million) within three years.

 Wal-Mart Stores invested Rs 623 crore (US$ 101.82 million) into its Indian cash-

and-carry operations in June 2014 to expand its network, thereby taking its total

investment in the country to nearly Rs 2,000 crore (US$ 326.91 million).

 Online marketplace Infibeam looks to build an online presence for large retail clients

in West Asia with its technology platform Build bazaar. The company has partnered

with Axiom Telecom and will handle its e-commerce business.

 Argentina-based luxury brand La Martina - a polo lifestyle company known for its

apparel, technical equipment and accessories - has started operations with its maiden

store in New Delhi. La Martina has also diversified the brand to add general fashion

products for ladies, men and kids.

 Japan-based Uniqlo plans to open up to 1,000 stores in India in the coming years to

tap into the growing consumption story and has announced a strategy to source

garments from the country. Uniqlo, which started as a chain of suburban roadside

stores in Japan, is targeting close to 1,500 stores across the globe by the end of

August.

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  The combined entity of Flipkart and Myntra plans to launch a fashion incubator, a

first-of-its-kind move by an Indian startup, in its aggressive push to gain complete

dominance of the fast-growing online apparel category.

 UK-based Tesco in equal partnership with the Tata Group's Trent plans to open six

to eight new stores in Maharashtra and Karnataka under three of its formats this

financial year. The stores will take the total number of Tesco-Trent outlets in the

country to 20.

Government Initiatives

The Government of India has taken several initiatives to boost the Indian retail sector. For

instance, the Ministry of Labor, Government of India has recently signed a Memorandum of

Understanding (MOU) with Flipkart to provide short-term training to its new employees

through its skill development initiative.

The changes in foreign direct investment (FDI) norms along with the relaxation of

certain regulations by the government are also seen as positive moves to attract more foreign

investments and enhance foreign trade. The government has allowed 100 per cent FDI in

Single-Brand Retail Trading (SBRT) and 51 per cent FDI in Multi-Brand Retail Trading

(MBRT).

In the Union Budget 2014-15, the Government of India announced a reduction in the

excise duty from 12 per cent to six per cent on footwear with retail price exceeding Rs 500

(US$ 8.17) per pair but not exceeding Rs 1,000 (US$ 16.34) per pair.

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 The Government of India has also proposed the Goods and Services Tax (GST). Once

implemented it will simplify the supply chain and bring down prices. This will help to boost

the Indian retail sector. It has also formulated specific regulations for foreign investors; for

instance, global chains planning to set up cold storages and warehouses in India will now

need to invest only 50 per cent of the initial compulsory investment of US$ 100 million.

Road Ahead

Driven by a combination of demand, supply and regulatory factors, the Indian retail

sector is set to grow rapidly with a gradual shift toward organized retailing formats.

Organized retail penetration is expected to increase from 7.5 per cent in 2013 to 10 per cent

in 2018 at a robust CAGR of 19-20 per cent during that period.

Tier-II and Tier-III cities such as Jaipur, Nagpur, Ludhiana, Vadodara, Aurangabad, Kochi,

etc., are emerging as the new ‗hot spots‘ of consumption. Organized retailers are

increasingly setting up stores in these smaller cities with increasing focus on profitable

growth in the sector. E-commerce is also expected to be the next major area for retail growth

in India. Along with this, achieving profitable growth and inventory management are also

some major areas of focus in the times ahead for the retail companies in India.

Exchange Rate Used: INR 1 = US$ 0.0163 as on September 25, 2014

References: Media Reports, Press Releases, Deloitte report, Department of Industrial

Policy and Promotion website, Union Budget 2014-15

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Bharati Retail Ltd

 One of India's largest retail store chains

 Over 210 stores opened across India

 Offers more than 3,000 products at affordable prices

Bharati Retail Ltd is a wholly owned subsidiary of Cedar Support Services Ltd which

belongs to the Bharati Group of companies. It owns and operates neighborhood stores called

Easy day and compact hypermarket stores called Easy day Market. These stores provide

consumers immense value and wide choice with products of great quality at affordable

prices. The neighborhood format stores offer more than 3,000 products at the lowest prices.

The first Easy day store was launched in Ludhiana and Easyday Market in Jalandhar, in

2008. Currently, there are over 210 stores across Punjab, Haryana, Uttar Pradesh,

Uttarakhand, Madhya Pradesh, Rajasthan, Himachal Pradesh, Chhattisgarh, NCR Delhi,

Jammu and Kashmir, Maharashtra and Karnataka.

Bharati Retail Ltd: One of India's Most Popular Retail Companies

2013 Launches 'Every Day Low Prices' campaign

2012 Easy day market opens at Nasik and Aurangabad

2011 Partners with HUL to promote consumer awareness on plastic recycling

Launches first Easy day store at Ludhiana and First Easy day Market at
2018
Jalandhar

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Fabindia

 Largest platform for handicraft and traditional skills in India

 More than 50 years of experience in the business

 Links over 55,000 rural producers to urban markets

 Exports its products to over 33 countries worldwide

Fabindia is India's largest private platform for products that are made from traditional

techniques, skills and hand-based processes. It started as a wholesale export company and

has since successfully established itself as a major retail player in the Indian market.

Fabindia's first retail store opened in New Delhi in 1976. Today, Fabindia has 177 retail

stores across India and one store each in Bhutan, Dubai, Italy, Nepal, Mauritius and

Singapore. Fabindia links over 55,000 craft-based rural producers to modern urban markets,

thereby creating a base for skilled, sustainable rural employment, and preserving India's

traditional handicrafts in the process.

The product range consists of garments for men, women, children and infants; garment

accessories; home furnishings - bed, bath, table and kitchen linen, upholstery fabric,

curtains, floor coverings; and a range of non-textile products like furniture, lights, lamps and

stationery. In addition to handcrafted clothing and home furnishings, Fabindia's product line

also includes organic foods and personal care products.

India is the largest retailer and leading manufacturer of footwear in India and is part of the

Bata Shoe Organization. It was incorporated as Bata Shoe Company Private Ltd in 1931 and

was set up initially as a small operation in Konnagar (near Kolkata) in 1932. In January

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1934, the foundation stone for the first building of Bata's operation - now called the Bata -

was laid. In the years that followed, the overall site was doubled in area. This township is

popularly known as Bata Nagar. It was also the first manufacturing facility in the Indian

shoe industry to receive the ISO: 9001 certification.

The company went public in 1973 when it changed its name to Bata India Ltd. Today,

Bata India has established itself as India's largest footwear retailer. Its retail network of over

1,200 stores gives it a reach/coverage that no other footwear company can match. The stores

are present in good locations and can be found in all the metros, mini-metros and towns. The

company also operates a large non-retail distribution network through its urban wholesale

division and caters to millions of customers through over 30,000 dealers.

Reliance Fresh

 Topmost retailer in the country

 Diversified products in the retail format

 Serves over 2.5 million customers every week

 Introduced Hamley's- the world's most wonderful toy shop - to India

Reliance Fresh is the convenience store format which forms a part of Reliance Retail Ltd

(RRL) of its parent company, Reliance Industries Ltd (RIL). RRL was set up in the year

2006 to lead Reliance Group's foray into organized retail.

Presently, it has grown into an organization that caters to millions of customers,

thousands of farmers and vendors. Based on its core growth strategy of backward

integration, RRL has made rapid progress towards building an entire value chain starting

from the farmers to the end consumers.

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 Reliance Fresh now operates 1,691 stores across the country. These stores sell fresh fruits

and vegetables, staples, groceries, fresh juice, bars and dairy products. In addition, RRL has

also ventured into the retail optics business and has opened about 100 stores in India in a

partnership with Grand Vision and it also owns the Store, which is a one-stop-shop for all

Apple products and services.

Reliance Fresh: Most Organized Retail Chain in the Country

2013 Reliance Retail posts an overall profit before depreciation, interest and taxes

of around US$ 60.32 million on revenues of around US$ 2.4 billion

2009 Total tally of Reliance Fresh stores reaches 700 stores in India

2007 Launches second batch of 'Fresh' stores taking the total tally to 49 stores in

January

2006 Launches first Reliance Fresh store in the month of October

Spencer’s

 One of India‘s oldest retail houses Ranked second among India‘s most respected

companies in retail

 Ranked third among the Most Trusted Brands in Retail, by an AC Nielsen Brand

Survey in 2010

Spencer‘s Retail has been part of the Indian retail landscape since 1863 and was

originally set up by Mr. John William Spencer. It acquired Indian ownership in the 1960s,

and became part of the RPG Group in 1989.

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 Since inception, Spencer‘s has been a consumer-centric brand, constantly innovating,

pioneering formats, evolving over time but always keeping consumer needs and satisfaction

as the topmost priority. Initially, in 1920, they started off as a grocery chain; in 1980, they

became the first supermarket chain; and in 2001, they converted into a hypermarket chain.

Presently, Spencer‘s operates more than 200 stores across 35 cities in India and offers

customers the following retail formats:

 Convenience stores, called Spencer‘s, which cater to the daily and weekly top-up

shopping needs of consumers.

 Hypermarkets, called Spencer‘s Hyper, which combine a supermarket with a

department store and store on an average, 70,000 items, giving shoppers fantastic

deals across food, fashion, home and entertainment.

SPENCER’S: FOCUSING ON CUSTOMER SATISFACTION

2013 Launches hypermarkets in Kolkata, Chennai and Meerut

2011 Forays into markets such as Pune, Coimbatore, Siliguri, Bhimvaram and

Kurnool

2010 Enters into exclusive tie-ups with Marc Ecko Enterprises of USA and

Ladybird range of kids wear

2008 Enters into exclusive tie-ups with Au Bon Pain, Boston and Woolworths plc,

UK

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 2001 Inaugurates the 100th Food world store in Pondicherry and the first

hypermarket in Musheerabad, Hyderabad

Enters into a Technology Assistance Agreement with Dairy Farm

1995 International Holdings Ltd, to set up the Food world chain of supermarkets in

Ind

Aditya Birla

Aditya Birla Retail Ltd is the retail arm of Aditya Birla Group, a US $40 billion

corporation. Aditya Birla Group has three retail companies – Aditya Birla Retail, Madura

Fashion & Lifestyle and Pantaloon Fashion & Retail Ltd. The Group has a presence across

150 cities in India.

The company ventured into food and grocery retail sectors in 2007 with the acquisition of

a south-based supermarket chain. Subsequently, Aditya Birla Retail Ltd expanded its

presence across the country under the brand ‗More‘ with two formats ― Supermarket and

Hypermarket. Aditya Birla Retail Ltd currently has employee strength of around 10,000

people.

The Group owns Madura Fashion & Lifestyle (MF&L), a division of Aditya Birla Nuvo Ltd

(ABNL), which is India‘s largest lifestyle retailer, with more than 1,000 exclusive branded

outlets and over one million square feet of retail space across the country. Pantaloons

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Fashion & Lifestyle, the Group's newly-acquired business, also brings with it 71 exclusive

stores.

The Group's Apparel and Retail business has launched a first-of-its-kind initiative – Aditya

Birla Centre of Retail Excellence (ABCRE), in Bangalore to train new recruits and existing

staff.

Shoppers Stop

 Largest chain of department stores in India

 172 stores in 25 cities

 Gross retail turnover of Rs 2560 core (US$ 425.28 million) in FY 13

 Net profit of Rs 391.7 million (US$ 6.51 million) in FY 13

Shoppers Stop Ltd (SSL) is India‘s prominent retail group. It offers customers an

international shopping environment and a world-class shopping experience with a wide

assortment of national and international brands across categories such as fashion apparel,

accessories, cosmetics, perfumes, home and kitchenware. From a single store in 1991, the

company today is the largest chain of department stores in the country.

Over the years, Shoppers Stop has continued to introduce exciting new brands and

collections and has created a differentiator through its exclusive and non-exclusive retail

arrangements with world-class brands.

With a strong business model and a sound value system, the company is well equipped for a

stable growth trajectory. In FY 2013–13, Shoppers Stop Ltd achieved a gross retail turnover

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of Rs 2560 crores(US$ 425.28 million). During the year, it launched five new stores to

extend shopping experience to new cities and catchments.

Shoppers Stop: The leader in diversified market strategy

2010 Ups stake in Hyper city Retail (India) Ltd to 51 per cent

2008 Wins ‗Emerging market retailer of the year‘ award at the World Retail

Congress

2005 Launches Make-up Art Cosmetics (MAC) and Home stop retail store

2003 Receives ‗IT User award for best IT practices in Retail Category‘ award

2000 Acquires Crossword – India‘s leading retail book chain

Future Retail Ltd

 FY12 revenues stood at US$ 2.7 billion

 Hypermarket and supermarket formats have a network of more than 315 stores

 Under Future Fashion, the company owns a portfolio of 24 leading brands

 Operational retail space: 16.3 million square feet

 Over 1000 stores in 121 cities

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Future Retail Ltd

As India‘s leading retailer, Future Retail Ltd inspires trust through innovative offerings,

quality products and affordable prices that help customers achieve a better quality of life

every day. It serves customers in 95 cities across the country through around 10 million

square feet of retail space.

Future Retail is the flagship company of Future Group, India‘s retail pioneer catering to the

entire Indian consumption space. Through multiple retail formats, it connects a diverse and

passionate community of Indian buyers, sellers and businesses. The collective impact on

business is staggering: Around 300 million customers walk into the stores each year and

choose products and services supplied by over 30,000 small, medium and large

entrepreneurs and manufacturers from across India.

Future Retail: India’s leading retailer in multiple retail formats

1987 Pantaloons, one of India's first formal trouser brands, is launched

2002 Food Bazaar, the supermarket chain is launched

2007 Big Bazaar partnered with Futurebazaar.com to launch India's most popular

shopping portal

2010 Future Value Retail Ltd is formed as a specialized subsidiary to spearhead the

group's value retail business through Big Bazaar, Food Bazaar and other formats

2013 Future Group officially launched India's largest State of the Art Logistical

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 Distribution Hub at Nagpur

India has occupied a remarkable position in global retail rankings on the back of high

market potential, low economic risk, and moderate political risk. In market potential, India

ranks fifth after the United States, China, Brazil and Canada. Retail market in India is

expected to reach US$ 1.3 trillion by 2020 from US$ 490 billion in 2013.Of the overall

retail market in India, unorganized players controlled 92 per cent market share during 2013.

Organized retail is expected to account for 24 per cent by 2020. Food and grocery accounted

for nearly 69 per cent of total revenues in the retail sector, followed by apparel (8 per cent)

in 2013. Rapid emergence of mega malls and hypermarkets are augmenting the growth of

organized retail in the country.

The Government of India has approved 51 per cent foreign direct investment (FDI) in

multi-brand retail and increased foreign direct investment (FDI) limit to 100 per cent in

single-brand retail and cash and carry (wholesale) trading and exports. It also plans to

introduce Goods and Service Tax (GST) as a single unified tax system from the next fiscal

year.

India's strong growth fundamentals, along with increased urbanization and consumerism,

offer immense scope for retail expansion for foreign players. Rapid emergence of organized

retail outlets, such as mega malls and hypermarkets, are augmenting the growth of organized

retail in the country. Retailers have made constant improvements in supply chain and

logistics for competitive advantage and meeting consumer demands.

28
 COMPANY PROFILE

PROFILE OF BIG BAZAAR

Big Bazaar is the largest hypermarket chain in India. As of April 6, 2012

there are 214 stores across 90 cities and towns in India covering around 16 million sq.ft of

retail space. Big Bazaar is designed as an agglomeration of bazaars or Indian markets with

clusters offering a wide range of merchandise including fashion and apparels, food products,

general merchandise, furniture, electronics, books, fast food and leisure and entertainment

sections.

Big Bazaar stores are aimed at providing a local marketplace feel to the shoppers.

They offer a wide variety of household items including retail apparels, food products,

general merchandise, furniture, electronics, books, fast food, etc. Several stores also have

leisure and entertainment sections. The hypermarket chain crossed the 100 store mark in

2008.

Future Group also owns Central Hypermarket, Brand Factory, Pantaloons, Ezone,

Hometown, futurebazaar.com, apart from Big Bazaar.

History

Big Bazaar was introduced by the Future Group in September 2001 with the

opening of its first four stores in Kolkata, Indore, Bangalore and Hyderabad within a period

of 22 days. It was started by Kishore Biyani, Big Bazaar was launched mainly as a fashion

format selling apparel, cosmetics, accessories and general merchandise.

29
Over the years, the retail chain has included in its portfolio a wide range of products and

services, ranging from grocery to electronics.

The current retail formats of the Future Group include Big Bazaar, Food Bazaar,

Electronic Bazaar and Furniture Bazaar. According to Kishore Biyani, the inspiration behind

this entire retail format was from Saravana Stores, a local store in T. Nagar, Chennai. Big

Bazaar is popularly known as the ‗Indian Wal-Mart‘ today.

In the second year of operations, Big Bazaar tied up with Indian banking giant ICICI Bank

and launched the Big Bazaar ICICI Bank Card. In the same year, the first Food Bazaar store

was also launched at High Street Phoenix mall in Mumbai, marking the retailer‘s entry into

dedicated food retail.

In 2003, Big Bazaar made its foray into small towns and cities. The first store in this

category was launched that year in Nagpur.

The franchise also welcomed its 10 millionth customer at its new store in Gurgaon in

the same year.

Over the next two years, Big Bazaar consolidated its position in the Indian retail

landscape. This phase of growth included the setting up of the Mumbai store in Lower Parel,

which registered a record Rs 10 million turnover in a single day on Diwali-eve in 2004.

In 2005, the first Big Bazaar Exchange Offer was launched, which has quickly

gained popularity among customers.

In 2006, further changes in loyalty marketing took place with the launch of the

housewife-centric credit card, Shakti Jewelery store ‗Navara's‘ was also launched that year

30
within Big Bazaar stores which became the first store-in-store concept to be launched by the

brand. Another dedicated retail format launched in 2006 is Furniture Bazaar.

In 2007, Big Bazaar partnered with a shopping portal Futurebazaar.com and

expanded its retail footprint to 50 stores.

The following year, 2008, witnessed by far the fastest growth in terms of retail

expansion for Big Bazaar, with the launch of the 101st store. Joining the league of India‘s

Super brands and voted among the top ten service brands in the country by the Pitch-IMRB

international survey, Big Bazaar became much more than a household name. The year also

saw the launch of the Monthly Bachat Bazaar (Monthly Budget Market) campaign, which

provided significantly low prices and gave discounts on bulk purchases in the first week of

the month.

Over the next two years, Big Bazaar carved its own niche in modern retail and

became the largest brand in the hypermarket format. Capturing one-third of the food and

grocery market in modern retail, celebrity endorsements and tie-ups with other brands

allowed it to enhance its retail footprint. In 2009, Big Bazaar won the CNBC Award and

Consumer Awards for the third consecutive year. It was adjudged the Most Preferred Multi

Brand Food & Beverage Chain, Most Preferred Multi Brand Retail Outlet and Most

Preferred Multi Brand One Stop Shop.

31
MISSION & VISION OF BIG BAZAAR

GROUP VISION

―To deliver Everything, Everywhere, Every time to Every Indian Consumer in the most

profitable manner.‖

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 segments – for classes and for

masses.

3. We shall infuse Indian brands with confused and renewed ambition.

4. We shall be efficient and cost-conscious and committed to quality in whatever we do.

32
Journey of BIG BAZAAR from 2001-2012

2010 To Present

On successful completion of 10 years in the Indian retail industry, in 2011, Big

Bazaar came up a new logo with a new tag line: ‗Naye India Ka Bazaar‘(New India‘s

Market), replacing the earlier one: 'IsseSastaAurAcchaKahinNahin' (Nothing is cheaper and

better than here).

33
 In 2012, Big Bazaar signed a multi-million dollar deal with Cognizant Technology

Solutions for the development of an IT infrastructure, encompassing Future Group‘s entire

network of stores, warehousing and data centers.

Recently, Big Bazaar announced its plans to add more retail services to its portfolio

such as grinding, de-seeding and cutting of fruits and vegetables.

Strategy (3-C theory)

According to KishoreBiyani's 3-C theory, Change and Confidence among the

entire population is leading to rise in Consumption, through better employment and income

which in turn is creating value to the agricultural products across the country. Big Bazaar

has divided India into three segments:

1. India one: Consuming class which includes upper middle and lower middle class

(14% of India's population).

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

peons, liftmen, washer men, etc. (55% of India's population) and

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

While Big Bazaar is targeted at the population across India one and India two segments,

Aadhaar Wholesale is aimed at reaching the population in India three segment. With

this, Group emerged as a retail destination for consumers across all classes in the Indian

society.

34
Big Bazaar commits to ‘Making India Beautiful'

Big Bazaar has launched a new marketing campaign with the promise of ‗Making India

Beautiful‘. The campaign conceptualized by DDB Mudra comprise of 52 TVCs, one of

which will air each week beginning 24 March 2014.

Each film will feature one product line of Big Bazaar, demonstrating how the product is

making Indians‘ lives more beautiful. Kishore Biyani, group CEO, Future Group launched

the first campaign on YouTube at a media event in Mumbai on 13 March.

The Rs 100-crore campaign will also have OOH, radio and in-store legs. Biyani explained

that the objective was to create demand for new categories and products, while working on

the repositioning of ‗Making India Beautiful‘. According to Kishore Biyani, ―The brief was

to make a happy campaign, to make an upgrade, and to get more customers into the stores,‖

Madhukar Kamath, group CEO and managing director, DDB Mudra Group, said, ―It is a

unique, never-done-before and a brave campaign which can only come from a leader like

Big Bazaar. The brand has been at the forefront of innovation and leading change. This

campaign redefines the step-change that Big Bazaar is making in its relationship with its

current and prospective shoppers. It will further establish Big Bazaar as a company that sells

products which enable and inspire every Indian to make their world look beautiful on the

outside, as well as on the inside.‖

Sonal Dabral, chairman and CCO, DDB Mudra Group, added, ―‗if it‘s not engaging and

insightful, it's not creative'. These were Mr. Kishore Biyani's words when he charged us with

doing something daring and different for brand Big Bazaar. The result: An unprecedented

35
52-week long one film-a-week campaign. Daring idea for a daring client. True to the brief

we have approached these as not just 52 TVCs but nuanced, deeply insightful and closely

observed 52 sparkling stories of the small changes Big Bazaar and its products are bringing

to everyday India.‖

Operations (various formats and concepts)

Most Big Bazaar outlets are multi-leveled stores and are located in stand-alone

buildings in city centers as well as within shopping malls. These stores have more than 2,

00,000 Stock Keeping Units (SKU) in a wide range of categories, led primarily by fashion

and food products. The retail space of these stores in the metros range between 50,000 and 1

60,000 sq. ft.

Since its launch in 2001 in metro cities like Kolkata, Bangalore and Hyderabad, Big

Bazaar is the largest Hypermarket chain with presence in 90 cities and towns across the

country.

CSR activities

As a part of Future Group, Big Bazaar is involved in various social activities that include

green initiatives for the community, blood donation camps, Diwali celebrations with

orphanages, visits to orphanages and other NGOs helping underprivileged children. These

activities usually involve all members of the management as well as staff of Big Bazaar.

In September 2011, Future Group signed a strategic partnership with the Himachal

Pradesh Government to directly source, market and promote the state‘s products and

services through its Big Bazaar stores under the brand ‗Himachal‘. The aim of this

36
partnership is to aid the development of various ‗source-to-market‘ initiatives to enhance

livelihoods for more than 25,000 families in the state.

Big Bazaar created a platform called Yatra to provide women of self-help groups across

various towns and regions of Maharashtra and Gujarat the opportunity to market their wide

assortment of indigenous food and non-food products. As part of the programmed, women

from over 30 regional self-help groups were invited, encouraged and helped to set up stalls

to exhibit their products at Big Bazaar stores.

Big Bazaar Mysore started offering a free wholesome meal to all its customers, who in

return contribute ‗ShraddhaAnussar‘ for a community cause. In other words, the customers

donate any amount for the meal which would be used for a local, regional or topical cause.

Schemes and innovations

The introduction of ‗SabseSasta Din‘ (Cheapest Day) in the year 2005 was a turning

point for the Big Bazaar franchise. As part of this effort, the Republic Day holiday was used

to ensure that consumers visited Big Bazaar outlets across the country in large numbers to

get required household items at cheaper rates.

Taking cue from this highly successful concept, another initiative was introduced, named

the ‗Purana do aurnaya lo‘ (give old and get new) scheme. In this scheme, consumers were

asked to bring and sell old clothes, utensils and other household items in exchange of

discount coupons. The concept proved to be a success yet again as people from across the

country responded spontaneously, in spite of the different preconditions associated with it.

37
 The franchise further inaugurated the concept of ‗HaftekaSabseSasta din‘ (Cheapest Day

of the Week), wherein Wednesday was designated to be the day when special discounts

were offered to consumers during a week.

Wednesday Bazaar

The concept of Wednesday Bazaar was promoted as ‗HafteKaSabseSasta 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 homemakers the power to save

the most‘.

SabseSasta Din

Big Bazaar introduced ‗SabseSasta Din‘ (Cheapest Day) with the intention of

attaining a sales figure of Rs 26 core in a single day. The concept became such a hit that the

time period for the offer had to be increased from one day to three days in 2009 (January 24

to 26) and to five days in 2011 (January 22 to 26).

MahaBachat

The concept of ‗MahaBachat‘ (Mega Saving) was introduced in the year 2006 as a single

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

the concept has grown to become a six-day biannual campaign. During this campaign,

attractive offers are given in all the value formats including Big Bazaar, Food Bazaar,

Electronic Bazaar and Furniture Bazaar.

38
The Great Exchange Offer

Introduced on February 12, 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.

Advertising campaigns and Marketing initiatives

In view of the increasing competition in the retail market, Big Bazaar has introduced

certain steps to keep itself updated and continue promoting the band.

New Logo

On the occasion of successful completion of 10 years in the Indian retail industry (in

2011) Big Bazaar came up with a new logo for the company with a new tag line that says:

‗Naye India Ka Bazaar‘ (Market for New India). This replaces the earlier tag line:

‗IsseSastaAurKahinNahin‘ (Nothing is Cheaper than Here).

39
 Organization structure

Store manager

Assistant store manager

Cashing department

Team leader

Marketing team Cashiers Maintenance

Housekeeping
(Customer service desk)

40
 Organization structure

Departmental Managers

The departments in this store like Electronic Dept, Food Bazaar Dept, PUC Dept, Ladies

Dept, Men‘s Dept, Furniture Dept, Footwear Dept, and Home Fashion Dept. Each

department will be assigned with targets which have to be achieved within the assigned

period that may be of Daily, Weekly, monthly and yearly.

Each department has a Department Manager. Their job is concerned mainly with

sales. They look after customer‘s orders delivery post sale service if any etc. All Dept

managers, Team members work under coordination & cooperation.

Administration

Store administration comes under Store Manager its functions are store maintenance,

House Keeping, Security etc.

Cashing Dept

This department is responsible for the collection of sales amount i.e., cash sales, Credit

sales, etc under this department all billing machines of the stores come. The sales amount

collected throughout the day by the cashier‘s has to be submitted to this department.

41
Marketing Executive

Department is responsible for the marketing of the store in different media like

Television, Newspaper, and Holdings etc. the authorized person has to visit different

companies and has to look after for tie-ups etc.

Visual Merchandise

Department is responsible for the product arrangement at the store with respect to their

nature. The basic function of this dept is it divides the store into some departments based on

the nature of the product and within the department it decides how the products should be

arranged by keeping in mind the customer should not suffer.

HR Executive

Human Resource executive mainly look after employees mainly their problems. This

department performs the functions like Recruitment, Selection, Training and development.

CSD (Customer Service Desk)

This is the separate unit, which is mainly focuses on customer service like if the

customer find difficulty in finding any product, Customer complaints any replacement,

Customer assistance etc.

42
Time line

2001

 Three Big Bazaar stores launched within a span of 22 days

in Kolkata, Bangalore and Hyderabad.

2002

 Big Bazaar - ICICI Bank Card is launched.

 Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai

at High Street Phoenix.

2003

 Big Bazaar enters Tier II cities with the launch of the store in Nagpur.

 Big Bazaar welcomes its 10 million-th customer at its new store in Gurgaon.

2004

 Big Bazaar wins its first award and national recognition. Big Bazaar and Food

Bazaar awarded the country‘s most admired retailer award in value retailing and

food retailing segment at the India Retail Forum.

 A day before Diwali, the store at Lower Parel becomes the first to touch Rs 10

million turnovers on a single day.

43
2005

 Initiates the implementation of SAP and pilots a RFID project at its central

warehouse in Tarapur.

 Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting

customers to exchange household junk at Big Bazaar.

 Electronic Bazaar and Furniture Bazaar are launched.

 Big Bazaar and ICICI Bank launched ICICI Bank-Big Bazaar Gold credit card

program to reward its loyal customers.

2006

 Mohan Jadhav sets a national record at Big BazaarSangli with a Rs 1, 37,367

shopping bill. The Sangli farmer becomes Big Bazaar largest ever customer.

 Big Bazaar launches Shakti, India‘s first credit card program tailored for housewives.

 Navaras – the jewelery store launched within Big Bazaar stores.

2007

 The 50th Big Bazaar store is launched in Kanpur.

 Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping

portal.

 Big Bazaar initiates the "Power of One" campaign to help raise funds for the Save

the Children India Fund.

44
  Pantaloon Retail wins the International Retailer of the Year at US-based National

Retail Federation convention in New York and Emerging Retailer of the Year award

at the World Retail Congress held in Barcelona.

2008

 Big Bazaar becomes the fastest growing hypermarket format in the world with the

launch of its 101st store within 7 years of launch.

 Big Bazaar dons a new look with a fresh new section, Fashion Big Bazaar.

 Big Bazaar joins the league of India‘s Business Super brands. It is voted among the

top ten service brands in the country in the latest Pitch-IMRB international survey.

 Big Bazaar initiated the Mega Saving "Monthly Bachat Bazaar" campaign, to

provide exceptional deals on groceries and food items during the first week of every

month.

2009

 Big Bazaar opens its second store in Assam at Tinsukia.

 Big Bazaar initiates MahaAnnasantarpane program at its stores in South India – a

unique initiative to offer meals to visitors and support local social organizations.

 Big Bazaar captures almost one-third share in food and grocery products sold

through modern retail in India.

 Mahindra Singh Dhoni and Asin, youth icons of India, were chosen as the brand

ambassadors of Big Bazaar.

45
  Big Bazaar announced the launch of 'The Great Exchange Offer‘. Formed a joint

venture with Hide sign to launch Holi, a new brand of handbags, laptop bags and

other accessories

2010

 Future Value Retail Limited is formed as a specialized subsidiary to spearhead the

group‘s value retail business through Big Bazaar, Food Bazaar and other formats.

 Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year.

Adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most Preferred

Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop.

 Big Bazaar connects over 30,000 small and medium Indian manufacturers and

entrepreneurs with around 200 million customers visiting its stores.

 Big Bazaar opens its third store in Kanpur at Z Square Mall.

 Big Bazaar opens its fourth store in Kanpur at Jajmau which is the largest leather

tannery garrison of Asia.

 VidyaBalan was chosen as the brand ambassador of Big Bazaar Price Challenge

exercise.

 Ranked 6 among the Top 50 Service Brands in India.

2011

 Big Bazaar forays into the rural wholesale and distribution business through

‗Aadhaar Wholesale‘ store at Kalol, Gujarat.

 Big Bazaar has come up a new logo with a new tag line: ‗Naye India Ka Bazaar‘.

46
  200th store opened in India.

 Future Group has launched its latest venture, Food hall – a premium food destination

across 10 metros in India.

 For the convenience of the online customers, Big Bazaar has started free shipping on

all orders above Rs. 1000.

 Entered into an agreement with Hindustan Unilever to co-develop and co-brand

bakery products, which would be sold exclusively at Big Bazaar stores.

2012

 Big Bazaar entered into a five year multi-million dollar deal with Cognizant

Technology Solutions for IT infrastructure services that support Future Group's

network of stores, warehouses, offices, and data centers.

 Partnered with Disney to launch "Kidz Cookies", exclusively for kids across India.

 Big Bazaar is planning to add further value to its retail services by offering Value

added services like grinding, de-seeding, vegetables cutting at free of cost.

2013

 Food hall, the premium life style food destination launched in Pune.

 Our Fashion brand Central opens its Centre Square Mall, Kochi.

 First batch of Future India Fellowship program started with 5 selected fellows across

the country. The fellowship aims to create thought leaders of tomorrow.

47
  Future Group successfully introduced ‗Big Bazaar direct‘ an assisted shopping

concept where franchises will sell Big Bazaar products through a catalogue on a

‗tablet‘.

 Future Group introduced brand new fashion format ‗I am In‘ for trendy youth of the

country.

Major Milestones

 1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons

trouser, India‘s first formal trouser brand.

 1991 Launch of BARE, the Indian jeans brand.

 1992 Initial public offer (IPO) was made in the month of May.

 1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format

launched across the nation. The company starts the distribution of branded garments

through multi-brand retail outlets across the nation.

 1995 John Miller –Formal shirt brand launched.

 1997 Pantaloons – India‘s family store launched in Kolkata.

 2001 Big Bazaar, ‗Is se sasta aur accha kahi nahin‘ - India‘s first hypermarket chain

launched.

 2002 Food Bazaar, the supermarket chain is launched.

 2004 Central – ‗Shop, Eat, Celebrate in the Heart of Our City‘ - India‘s first

seamless mall is launched in Bangalore.

 2005 Fashion Station - the popular fashion chain is launched

48
  2006 Future Capital Holdings, the company‘s financial arm launches real estate

funds Kshitij and Horizon and private equity fund in division. Plans forays into

insurance and consumer credit. Multiple retail formats including Collection i,

Furniture Bazaar, Shoe Factory, EZone, Depot

And futurebazaar.com is launched across the nation. Group enters into joint venture

agreements with ETAM Group and Generali.

 2007- Future group cross $1 billion mark.

 2008- Future group holding becomes the second group company to make a

successful initial public offering in the Indian capital market.

CNBC Awaaz Consumer Awards 2009

 Most Preferred Multi Product Chain - Big Bazaar

 Most Preferred Multi Brand Food & Beverage Chain - Big Bazaar

Golden Spoon Awards 2009

 Most Admired Food & Grocery Retailer Of The Year – PRIL

 Most Admired F&G Retailer of the Year: Large Formats - Big Bazaar

Coca-Cola Golden Spoon Awards 2010

 Most Admired Retail Group of the Year - Future Group

 Most Admired Retailer in Food Category - Food Bazaar

 Most Admired Retailer in Hypermarket Category - Big Bazaar

49
Golden Spoon Awards 2010

 Most Admired F&G Retailer of the Year: Private Label - Pantaloon Retail

 Most Admired F&G Retailer of the Year: Large Formats - Big Bazaar

Franchise India Expo 2011

 Best Food And Grocery Chain Of 2011 - Food Bazaar

 Best Value Retailer of 2011 - Big Bazaar

Golden Spoon Awards 2012

 Most Admired Food and Grocery Retailer of the Year for its Private Labels in Big

Bazaar – Future Group

ET Retail Awards 2012

 FedEx Most Trusted Retailer of the Year Award – Big Bazaa

FUTURE GROUP

 Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of

India‘s 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.

50
 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.

 The group‘s specialty retail formats include supermarket chain - Food Bazaars

sportswear retailer - Planet Sports, electronics retailer - EZone, home improvement

chain - Home Town and rural retail chain - Aadhaar, among others.

51
 PROMOTIONAL STRATEGIES

Introduction & importance of marketing

Today marketing is a key function of management. It brings success to business

organizations. A business organization performs two key functions.

• Producing goods and services.

• Making them available to the potential customers for use.

An organization‘s success largely depends on how efficiently the products and services are

delivered to the customers and how efficiently the customers perceive the difference in

delivery in comparisons to the competitors. Quality production and efficient marketing are

the key success factors in building sustainable competitive advantage for every business

corporation.

Definition of marketing

Philip Kottler defines marketing as ―a societal process by which individuals and groups

obtain what they need and want through creating, offering and freely exchanging products

and services of value to each other‖.

Marketing is an ongoing process of discovering and translating consumer needs and desires

into products and services, creating demand for these products and services, serving the

consumer and his demand through a network of marketing channels and expanding the

market base in the face of competition.

52
The aim of marketing is to know and understand the customer so well that the product or

service fits him and sells itself. Ideally, marketing should result in a customer who is ready

to buy. All that should be needed then is to make the product or service available.

Marketing aims to make selling superfluous.

Importance of marketing

1. Marketing ability: financial success often depends on marketing ability. Finance,

operations, accounting and other business functions will not really matter if there is not

sufficient demand for products and services.

2. Economic development: marketing has higher significance in an emerging

economy like that of India.

3. Success: the success of business is known by its achievement in the marketing front.

4. Product innovation: marketing is also important to the economic progress of the

country as it opens up new vistas of research by supporting product innovation.

5. Provides more alternatives: marketing is also important for a consumer as it

provides more alternatives to choose from, controls the price mechanism, allows the

consumer to bring a balance between his income and level of consumption.

6. Brings revenue: marketing brings revenue and earns goodwill for a manufacturer,

provides more alternatives of choice in goods and services to the consumer and enables

society in redistribution of income.

53
7. Easy availability: easy availability of high quality goods and services at competitive

prices is made possible by efficient marketing systems.

8. Utility: marketing management creates time, place and utility for products and

services. Products and services are useful if they are available for consumption at the

right time and right place.

9. Additional employment: it generates additional employment through

manufacturing and trading and improvement in the overall standard of living of the

citizens of a country, increases per capita income and helps in the overall progress of an

economy

10. Optimum utilization: this emphasizes optimum utilization of resources and

concerted effort on the part of the marketing manager to deliver higher value to customer

and greater profit to the organization.

Strengths

• High brand equity in evolving Retail marketing

• State of art infrastructure

• EDLP (Every day low pricing)

• Point of purchase promotions increases the sales

• Variety of stuff under single roof

• increase sales with the help of healthy competition between different departments

54
Weakness

• Unable to meet store opening targets.

• Falling revenue/sq.ft.

• General perception.

• Unavailability of popular brand items with regard to clothing.

Opportunity

• Population of the country is growing where the scope of marketing is kept on

• increasing for the retail sector.

• organized retail, presently near to 4.15% in India so it acts as a great opportunity to

• The organization for growth

• Evolving consumer preferences

Threats

• Competitors

• Government policies

• Unorganized retail

55
SECURITY MEASURES

Pantaloon Apparel, food, etc. POS: Home-grown solution

SAP Retail

BI and Data warehouse: Congo‘s (process of evaluation)

handheld scanners at Food Bazaar

VPN: Company-wide network linking all the branches

They have loss prevention cell (LPC) that will be looking after the safety measures in

the organizations. There are 5 members in each store.

They have 3 types of tags

1. Hard tag

2. Soft tag

3. String tag

These tags will be attached to the materials. If any person will take that without paying bill

some process will be taken by the LPC.

Process: In case any theft is done in big bazaar they will catch the person & they will find

him and they will fill one form that he had done the mistake & they will take all 10 fingers

thumb impression.

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Some articles related big bazaar

Future Group to hive off Big Bazaar

 Nov 16, 2001 - PTI The press trust of India Ltd April 11 2008 375 words Big Bazaar

signs Dhoni as brand ambassador Mumbai Apr 11PTI Big Bazaar the flagship ... PTI

The Press Trust of India Ltd September 5 2008 608 words Big Bazaar plans to open

15 stores by November end Mumbai Sep 5PTI Retail chain Big Bazaar.

 Mar 26, 2004 - Pantaloon Retail (India) Ltd and Arvind Brands Ltd announced a tie-

up on Thursday where the retailer would stock Arvind's Ruf & Tuf brand at its Big

Bazaar outlets across the country.

 Apr 5, 2006 - Bobby Gupta says he had never seen a more massive crowd than on

Jan 26 when Big Bazaar India's largest chain of discount stores held its ... The

Hindustan Times February 4 2006 460 words NEW DELHI India Feb 4 WANT

material Rush to Big Bazaar Big Bazaar the condition and shop at Big Bazaar.

 Jul 26, 2007 - Darjeeling, India, July 26, 2007 | Pantaloon Retail (India) Limited, a

part of the Future group, today announced its entry in the Queen Of Hills –

Darjeeling with the opening of country's largest chain of hypermarket store – BIG

BAZAAR.

 Nov 1, 2009 - MUMBAI: India's largest listed retailer, Pantaloon Retail India, plans

to complete the process of hiring-off Big Bazaar and Food Bazaar into a wholly-

owned subsidiary in the next two to three months. The Kishore Biyani - promoted

company will approach shareholders through a postal ballot.

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 Jan 24, 2010 - Big Bazaar will be holding its special republic day offer of 'Sabse

Saste 4 Din' from January 23 to 26, 2010, at its all 120 Big Bazaar pan-India. "This

year, we are expecting 25-30 per cent growth in sales during this four-day Republic

Day event compared to last year.

Promotion

Promotion Basically promotion is an attempt to influence. More specifically, Promotion is

the element in an organization‘s marketing mix that serves to inform, persuade and remind

the market of a product and/or the organization selling it, in hopes of influencing the

recipient‘s feelings, beliefs, or behavior. Out of 4 P‘s of marketing i.e. product, price, place,

and promotion, the most important role is of 4th P i.e. promotion.

Promotion is one of the four elements of marketing mix (product, price, promotion,

distribution). It is the communication link between sellers and buyers for the purpose of

influencing informing, or persuading a potential buyer's purchasing decision.

Role of promotion in marketing

• Promotions help marketers to communicate information to potential customers. This

information could be about the product‘s Existence (Awareness), value and benefits offered

by products.

• A well designed promotion mix is extremely crucial for brand building and positioning. In

fact communication or sales force mix is at the centre stage in brand positioning and Brand

building activities.

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• The sales force mix or marketing communication helps marketers to attract, persuade, urge

and remind customers of the company‘s brand.

• Effective promotions prove helpful in product differentiation and also help to counter

competition.

The following are two types of Promotion

• Above the line promotion: The sales force activities carried out through mass media like

television, radio, newspaper etc. is above the line promotion.

• Below the line promotion: The terms 'below-the-line' promotion or communications

refers to forms of non-media communication, even non-media advertising. Below-the-

line promotions are becoming increasingly important within the communications mix of

many companies, not only those involved in fmcg products, but also for industrial goods.

• Some of the ways by which companies do BTL (below the line) promotions are by

exhibitions, sponsorship activities, public relations and sales promotions like giving

freebies with goods, trade discounts given to dealers and customers, reduced price offers

on products, giving coupons which can be redeemed later etc.

A definition of below-the-line sales promotion given by Hugh Davidson:

'An immediate or delayed incentive to purchase, expressed in cash or in kind, and having

only a short term or temporary duration'.

There are seven main aspects of a sales force mix. These are:

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• Advertising - ―It is any paid form of non-personal presentation and promotion of

ideas, goods, and services by an identified sponsor‖. The most familiar forms of

advertisements are found in the broadcast (TV and RADIO) and print (Newspaper and

Magazines) media. However, there are many other advertising alternatives, from direct

mail to billboards and the telephone directory to yellow pages. Advertising is often

termed as pull strategy. In pull strategy the goal is to get consumers to pull the product in

the supply chain by demanding it. Any paid presentation and promotion of ideas, goods,

or services by an identified sponsor. Examples: Print ads, radio, television, billboard,

direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures,

Web pages, banner ads, and emails.

• Personal Selling - A process of helping and persuading one or more prospects to

purchase a good or service or to act on any idea through the use of an oral presentation.

Examples: Sales presentations, sales meetings, sales training and incentive programs for

intermediary salespeople, samples, and telemarketing. Can be face-to-face or via

telephone.

• Sales promotion - Media and non-media marketing communication are employed for

a pre-determined, limited time to increase consumer demand, stimulate market demand

or improve product availability. Examples: Coupons, sweepstakes, contests, product

samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and

exhibitions.

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• Public relations - Paid intimate stimulation of supply for a product, service, or

business unit by planting significant news about it or a favorable presentation of it in the

media. Examples: Newspaper and magazine articles/reports, TVs and radio

presentations, charitable contributions, speeches, issue advertising, and seminars.

• Corporate image - The Image of an organization is a crucial point in marketing. If

the reputation of a company is bad, consumers are less willing to buy a product from this

company as they would have been, if the company had a good image.

• Direct Marketing is often listed as a the fifth part of the marketing mix

• Exhibitions - are try-outs. You make your product, and let potential buyers try the

product, this way; you know directly what people see in your product. The downside,

your competitor can see exactly what you are doing.

• Sponsorship is sometimes added as a eighth aspect

Advertising

Advertising ― is any paid form of non-personal presentation and promotion of ideas, goods,

and services by an identified sponsor‖. The most familiar forms of advertisements are found

in the broadcast (TV and RADIO) and print (Newspaper and Magazines) media. However,

there are many other advertising alternatives, from direct mail to billboards and the

telephone directory to yellow pages. Advertising is often termed as pull strategy. In pull

strategy the goal is to get consumers to pull the product in the supply chain by demanding it.

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Advertising is a non-personal form of communication intended to persuade an audience

(viewers, readers or listeners) to purchase or take some action upon products, ideals, or

services. It includes the name of a product or service and how that product or service could

benefit the consumer, to persuade a target market to purchase or to consume that particular

brand. These brands are usually paid for or identified through sponsors and viewed via

various media. Advertising can also serve to communicate an idea to a mass amount of

people in an attempt to convince them to take a certain action, such as encouraging

'environmentally friendly' behaviors, and even unhealthy behaviors through food

consumption, video game and television viewing promotion, and a "lazy man" routine

through a loss of exercise . Modern advertising developed with the rise of mass production

in the late 19th and early 20th centuries. Mass media can be defined as any media meant to

reach a mass amount of people. Several types of mass media are television, internet, radio,

news programs, and published pictures and articles.

Commercial advertisers often seek to generate increased consumption of their products or

services through branding, which involves the repetition of an image or product name in an

effort to associate related qualities with the brand in the minds of consumers. Different types

of media can be used to deliver these messages, including traditional media such as

newspapers, magazines, television, radio, outdoor or direct mail; or new media such as

websites and text messages. Advertising may be placed by an advertising agency on behalf

of a company or other organization.

Non-commercial advertisers that spend money to advertise items other than a consumer

product or service include political parties, interest groups, religious organizations and

governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such

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as a public service announcement.In 2017, spending on advertising was estimated at more

than $150 billion in the United States] and $385 billion worldwide

Major advertisement decisions

While setting up an advertising plan, following decisions are required to be taken.

• Identify the target audience

• Set the advertising objectives

• Determine the advertising budget

• Design the message

• Evaluate and select media

• Create an advertisement

• Measure the impact

Mediums of advertising

• Newspapers

• Television

• Radio

• Magazines

• Direct mail

• Outdoor advertisings.

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Scope of Advertising/ Marketing Skills

The scope of advertising has a lot of future to go because in present life the technology has

been increased that much. The scope of advertising management mainly depends on the

change in technology, for example now-a-days advertising can make a blender by increase

the sale of one thing to many people by publicity such publicity can create along sale and

services towards the product used by them.

Public service advertising

The same advertising techniques used to promote commercial goods and services can be

used to inform, educate and motivate the public about non-commercial issues, such as

HIV/AIDS, political ideology, energy conservation and deforestation.

Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching

and motivating large audiences. "Advertising justifies its existence when used in the public

interest—it is much too powerful a tool to use solely for commercial purposes." Attributed

to Howard Gossage by David Ogilvy.

Public service advertising, non-commercial advertising, public interest advertising, cause

marketing, and social marketing are different terms for (or aspects of) the use of

sophisticated advertising and marketing communications techniques (generally associated

with commercial enterprise) on behalf of non-commercial, public interest issues and

initiatives.

In the United States, the granting of television and radio licenses by the FCC is contingent

upon the station broadcasting a certain amount of public service advertising. To meet these

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requirements, many broadcast stations in America air the bulk of their required public

service announcements during the late night or early morning when the smallest percentage

of viewers are watching, leaving more day and prime time commercial slots available for

high-paying advertisers. Public service advertising reached its height during World Wars I

and II under the direction of more than one government.

Types of advertising

 Television

The TV commercial is generally considered the most effective mass-market advertising

format, as is reflected by the high prices TV networks charge for commercial airtime during

popular TV events. The annual Super Bowl football game in the United States is known as

the most prominent advertising event on television. The average cost of a single thirty-

second TV spot during this game has reached US$3 million (as of 2009).

The majorities of television commercials feature a song or jingle that listeners soon relate to

the product.

Virtual advertisements may be inserted into regular television programming through

computer graphics. It is typically inserted into otherwise blank backdrops or used to replace

local billboards that are not relevant to the remote broadcast audience. More controversially,

virtual billboards may be inserted into the background. Where none exist in real-life. This

technique is especially used in televised sporting events Virtual product placement is also

possible.

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  Radio advertising

Radio advertising is a form of advertising via the medium of radio.

Radio advertisements are broadcasted as radio waves to the air from a transmitter to an

antenna and a thus to a receiving device. Airtime is purchased from a station or network in

exchange for airing the commercials. While radio has the obvious limitation of being

restricted to sound, proponents of radio advertising often cite this as an advantage.

 Press advertising

Press advertising describes advertising in a printed medium such as a newspaper, magazine,

or trade journal. This encompasses everything from media with a very broad readership

base, such as a major national newspaper or magazine, to more narrowly targeted media

such as local newspapers and trade journals on very specialized topics. A form of press

advertising is classified advertising, which allows private individuals or companies to

purchase a small, narrowly targeted ad for a low fee advertising a product or service. There

are several tips on making a print ad stand out more. The attached hyperlink will show you a

YouTube video about these tips Link label.

 Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for

the expressed purpose of delivering marketing messages to attract customers..

Mobile displays are used for various situations in metropolitan areas throughout the world,

including:

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• Target advertising

• One-day, and long-term campaigns

• Conventions

• Sporting events

• Store openings and similar sales force events

• Big advertisements from smaller companies

• Others

In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of a

product in visible locations in a store, such as at eye level, at the ends of aisles and near

checkout counters, eye-catching displays promoting a specific product, and advertisements

in such places as shopping carts and in-store video displays.

Covert advertising

Covert advertising, also known as guerrilla advertising, is when a product or brand is

embedded in entertainment and media. For example, in a film, the main character can use an

item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's

character John Anderton owns a phone with the Nokia logo clearly written in the top corner,

or his watch engraved with the Bulgari logo.

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Celebrities

This type of advertising focuses upon using celebrity power, fame, money, popularity to

gain recognition for their products and promote specific stores or products. Advertisers often

advertise their products, for example, when celebrities share their favorite products or wear

clothes by specific brands or designers. Celebrities are often involved in advertising

campaigns such as television or print adverts to advertise specific or general products.

The use of celebrities to endorse a brand can have its downsides, however. One mistake by a

celebrity can be detrimental to the public relations of a brand.

Personal selling

The importance of personal selling is pretty evident as this is the only marketing activity that

directly results into Revenue earning as its outcome. The simplest definition of personal

selling is-―selling that involves face- to-face interaction between the sales person and

prospective customer.‖ Direct selling is the sale of products by face-to-face contact with the

customer, either by having salespeople approach potential customers in person, or through

indirect means such as Tupperware parties.

There are certain products, which need demonstration or explanations. Personal selling is

most effective in promoting such products.

Advantages of personal selling:

• There is a personal touch and with trained salesman, the customer can feel important and

gives full attention to the product detailing.

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• Demonstration of the product features and product working helps in better product

awareness and acceptance by consumers.

• Consumer‘s queries and apprehensions can be effectively answered.

• Follow–up action and persuasion are possible.

Sales promotion

Sales promotion is one of the four aspects of promotional mix. (The other three parts of the

sales force mix are advertising, personal selling, and publicity/public relations.) Media and

non-media marketing communication are employed for a pre-determined, limited time to

increase consumer demand, stimulate market demand or improve product availability. Sales

promotions can be directed at either the customer, sales staff, or distribution channel

members. Sales promotions targeted at the consumer are called consumer sales promotions.

Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some

sale promotions, particularly ones with unusual methods, are considered gimmick by many.

Just as Advertising is known as ―Pull strategy‖, Sales Promotion is known as ―Push

strategy‖. This sales force technique can be defined as ―short-time incentive to the customer

to buy a product‖.

According to Philip kotler; ―Sales Promotion consists of a diverse collection of incentives

tools, mostly short term designed to stimulate quicker or greater purchase of a particular

product or services by consumers or the trade‖.

The free gifts-offers, discounts, coupons, lucky draws, etc., are some of the ways used in

sales promotion.

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Sales Promotion Tools

Consumer promotion

The consumer promotion directed at Consumers. It includes Samples, Price off, free gifts;

Cash refund offers, premiums, prizes, warranties, cross promotion, point of purchase.

Consumer‘s promotion is to create Consumer pool for the brand. The objective behind the

several Consumer promotion programs of different organizations is:

• To generate consumer interest, this should lead to trial.

• Increase the rate of purchase.

• Generate inquires from the target, consumer group.etc.

Trade promotion

The trade promotions directed to the members of distribution channel. It includes

advertising, Display Allowances. The Prime objective is to push the product through the

marketing, intermediates and to get them to market the product aggressively.

Other objectives are:

• Encouraging trade to invest built inventory.

• getting trade‘s co-operation in production.

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Business and sales promotion

It includes trades shows and conventions, contents for sales promotion representatives and

for special advertising. Although sales promotion tools are highly divers but they all offer

three distinctive benefits:

• Communication

• Incentive

• Invitation.

Consumer sales promotion techniques

• Price deal: A temporary reduction in the price, such as happy hour

• Loyal Reward Program: Consumers collect points, miles, or credits for purchases and

redeem them for rewards. Two famous examples are Pepsi Stuff and Advantage.

• Price-pack deal: The packaging offers a consumer a certain percentage more of the

product for the same price (for example, 25 percent extra).

• Coupons: coupons have become a standard mechanism for sales promotions.

• On-shelf couponing: Coupons are present at the shelf where the product is available.

• On-line couponing: Coupons are available on line. Consumers print them out and take

them to the store.

• Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer

on a mobile phone to a salesperson for redemption.

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• Rebates: Consumers are offered money back if the receipt and barcode are mailed to the

producer.

• Contests/sweepstakes/games: The consumer is automatically entered into the event by

purchasing the product.

• Point-of-sale displays

• Dump bin: A bin full of products dumped inside. .

• Lipstick Board: A board on which messages are written in crayon.

• Necker: A coupon placed on the 'neck' of a bottle.

• Kids eat free specials: Offers a discount on the total dining bill by offering 1 free kids

meal with each regular meal purchased.

Trade sales promotion techniques

• Trade allowances: short term incentive offered to induce a retailer to stock up on a

product.

• Dealer loader: An incentive given to induce a retailer to purchase and display a product.

• Trade contest: A contest to reward retailers that sell the most products.

• Point-of-purchase displays: Extra sales tools given to retailers to boost sales.

• Training programs: dealer employees are trained in selling the product.

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 PUBLIC RELATIONS

Public relations are defined as deserving, acquiring and retaining a favorable reputation in

the market place. Public relations function aims at creating maintaining favorable public

opinion about company‘s products, people, policies and plans. Public relations are defined

as ―any group that has an actual or potential interest or impact on company‘s ability to

achieve its objectives‖. The public relations do not directly help promoting the product but

can make product or policy acceptance by the public easy by generating a favorable image

about the company.

Public relations are useful in:

• Acceptance of a company‘s as a specialist in a product group.

• Acceptance of company‘s policies regarding its employees, dealers, consumers etc.

• Attracting capital and man-power.

• Acceptance of new product and new brand.

Public relations provide a service for the company by helping to give the public and the

media a better understanding of how the company works. Within a company, public

relations can also come under the title of public information or customer relations. These

departments assist customers if they have any problems with the company.

They are usually the most helpful departments, as they exist to show the company at their

best.

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PR also helps the company to achieve its full potential. They provide feedback to the

company from the public. This usually takes the form of research regarding what areas the

public is most happy and unhappy with. People often have the perception of public relations

as a group of people who spin everything. Spin can mean to turn around a bad situation to

the company‘s advantage. It is true that part of the purpose of public relations is to show the

company in a positive light no matter what. There are certain PR experts that a company can

turn to for this particular skill. The public often think of PR as a glamorous job. Public

relations people seem to have been tarred with the image of constant partying and

networking to find new contacts. The reality is usually long hours and hard work for anyone

involved in public relations. There are certain skills necessary to work in the world of PR.

These include a very high level of communication skills, written and verbal. The PR person

must also be very adept at multitasking and time management. He or she may also have

some form of media background or training in order to understand how the media and

advertising work. Organizational and planning skills are also important in public relations.

The PR worker must also be able to cope very well under pressure. He or she must have the

ability to cope with a barrage of questions from the media and the public. If a company

comes under critical attack, it is the PR department who must take control of the situation.

They must effectively answer the criticism and turn it around in order to protect the

company‘s reputation.

A public relations worker usually has some form of relevant college qualification.

Competition for jobs in PR is fierce. A talented public relations person has the opportunity

to work up from a junior account executive to an account director in around five years. This

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is not a nine to five job; the hours are long and can be stressful. However, for successful PR

workers, the pay is good and the perks may be even better.

Publicity

Publicity is the deliberate attempt to manage the public's perception of a subject. The

subjects of publicity include people (for example, politicians and performing artists), goods

and services, organizations of all kinds, and works of art or entertainment.

From a marketing perspective, publicity is one component of promotion which is one

component of marketing. The other elements of the sales force mix are advertising, sales

promotion, and personal selling. Promotion But the publicist cannot wait around for the

news to present opportunities. They must also try to create their own news. Examples of this

include:

• Art exhibitions

• Event sponsorship

• Arrange a speech or talk

• Make an analysis or prediction

• Conduct a poll or survey

• Issue a report

• Take a stand on a controversial subject

• Arrange for a testimonial

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• Announce an appointment

• Invent then present an award

• Stage a debate

• Organize a tour of your business or projects

• Issue a commendation

The advantages of publicity are low cost, and credibility (particularly if the publicity is aired

in between news stories like on evening TV news casts). New technologies such as weblogs,

web cameras, web affiliates, and convergence (phone-camera posting of pictures and videos

to websites) are changing the cost-structure. The disadvantages are lack of control over how

your releases will be used, and frustration over the low percentage of releases that are taken

up by the media

Publicity draws on several key themes including birth, love, and death. These are of

particular interest because they are themes in human lives which feature heavily throughout

life. In television serials several couples have emerged during crucial ratings and important

publicity times, as a way to make constant headlines. Also known as a publicity stunt, the

pairings may or may not be according to the fact.

Effectiveness of Publicity

The theory, Any press is good press, has been coined to describe situations where bad

behaviour by people involved with an organization or brand has actually resulted in positive

results, due to the fame and press coverage accrued by such events.

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BRAND

Brand is the identity of a specific product, service, or business. A brand can take many

forms, including a name, sign, symbol, color combination or slogan. The word brand began

simply as a way to tell one person's cattle from another by means of a hot iron stamp. A

legally protected brand name is called a trademark. The word brand has continued to evolve

to encompass identity - it effect the personality of a product, company or service

Brand is the personality of a product, service or company and how it relates to key

constituencies: Customers, Staff, Partners, and Investors etc. Some people distinguish the

psychological aspect of a brand from the experiential aspect. The experiential aspect consists

of the sum of all points of contact with the brand and is known as the brand experience. The

psychological aspect, sometimes referred to as the brand image, is a symbolic construct

created within the minds of people and consists of all the information and expectations

associated with a product or service

Global Brand

A global brand is one which is perceived to reflect the same set of values around the world.

A global brand transcends their origins and creates strong, enduring relationships with

consumers across countries and cultures.

Benefits of Global Branding

In addition to taking advantage of the outstanding growth opportunities, the following drives

the increasing interest in taking brands global:

• Economies of scale (production and distribution)

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• Lower marketing costs

• Laying the groundwork for future extensions worldwide

• Maintaining consistent brand imagery

• Quicker identification and integration of innovations (discovered worldwide)

• Preempting international competitors from entering domestic markets or locking you out

of other geographic markets

• Increasing international media reach (especially with the explosion of the Internet) is an

enabler

• increases in international business and tourism

Local Brand

A local brand is a name under which a product/service sold and marketed (distributed and

promoted) in a relatively small and restricted geographical area. A local brand is a brand that

can be found in only one country or region. It may be called a regional brand if the area

encompasses more than one metropolitan market. It may also be a brand that is developed

for a specific national market; however an interesting thing about local brand is that the local

branding is mostly done by consumers then by the producers.

Types of brand names

Brand names come in many styles. A few include:

Acronym: A name made of initials such as UPS or IBM

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Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus

Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces

or Dunkin' Donuts

Evocative: Names that evoke a relevant vivid image like Amazon or Crest

Neologisms: Completely made-up words like Wii or Kodak

Foreign word: Adoption of a word from another language like Volvo or Samsung

Founders' names: Using the names of real people like Hewlett-Packard or Disney

Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film

Personification: Many brands take their names from myth like Nike or from the minds of ad

execs like Betty Crocker.

Brand identity

A product identity, or brand image are typically the attributes one associates with a brand,

how the brand owner wants the consumer to perceive the brand - and by extension the

branded company, organization, product or service.

The brand owner will seek to bridge the gap between the brand image and the brand

identity. Effective brand names build a connection between the brand personality as it is

perceived by the target audience and the actual product/service. The brand name should be

conceptually on target with the product/service (what the company stands for). Furthermore,

the brand name should be on target with the brand demographic typically, sustainable brand

names are easy to remember, transcend trends and have positive connotations. Brand

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identity is fundamental to consumer recognition and symbolizes the brand's differentiation

from competitors.

Brand Awareness

Brand awareness refers to customers' ability to recall and recognize the brand under different

conditions and link to the brand name, logo, jingles and so on to certain associations in

memory. It helps the customers to understand to which product or service category the

particular brand belongs to and what products and services are sold under the brand name. It

also ensures that customers know which of their needs are satisfied by the brand through its

products.

Types of Brands

1. Individual branding

2. Derived brands

3. Brand extension

4. Multi-brands

Direct marketing

The Direct Marketing association defines Direct Marketing as follows: ―Direct Marketing is

an interactive marketing system that uses one or more advertising media to affect a

measurable response and or transaction at any location‖. This definition makes it clear that

direct marketing is directly from the company to the customer and there is no intermediary

(retailer, whole seller etc.) involved in between.

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Various forms of direct marketing:

• Direct mail

• Telemarketing

• Email Marketing

• Couponing

• Direct response television marketing

• Direct selling.

Direct marketing is predominantly used by small to medium enterprises with limited

advertising budgets which do not have a well recognized brand message. A well executed

direct advertising campaign can offer a positive return on investment as the message is not

hidden with over complicated branding. Instead direct advertising is straight to the point, it

offers a product, service or event and explains how to get the offered product, service or

event.

Benefits and drawbacks Direct marketing is attractive to many marketers, because in many

cases its positive effect (but not negative results) can be measured directly. For example, if a

marketer sends out one thousand solicitations by mail, and one hundred respond to the

promotion, the marketer can say with some confidence that campaign led directly to 10%

direct responses. The number of recipients who are offended by the junk mail/spam,

however, is not easily measured. By contrast, measurement of other media must often be

indirect, since there is no direct response from a consumer. Measurement of results, a

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fundamental element in successful direct marketing, is explored in greater detail elsewhere

in this article.

The Internet has made it easier for Marketing Managers to measure the results of a

campaign. This is often achieved by using a specific website landing page directly relating

to the sales force material, a call to action will ask the consumer to visit the landing page and

the effectiveness of the campaign can be measured by taking the number of sales force

messages distributed (e.g. 1000) and divide it by the number of responses (people visiting

the unique website page).

Another way to measure the results is to compare the projected sales for a given term with

the actual sales after a Direct Advertising Campaign. While many marketers recognize the

financial benefits of increasing targeted awareness, some direct marketing efforts using

particular media have been criticized for generating unwanted solicitations, not due to the

method of communication but because of poorly complied demographic databases,

advertisers do not wish to waste money on communicating with consumers not interested in

their products. For example, direct mail that is irrelevant to the recipient is considered junk

mail, and unwanted email messages are considered spam. Some consumers are demanding

an end to direct marketing for privacy and environmental reasons, which direct marketers

are able to provide by using "opt out" lists, variable printing and more targeted mailing lists.

In response to consumer demand and increasing business pressure to increase the

effectiveness of reaching the right consumer with Direct Marketing, companies such as

Ireland Advertising specialize in targeted Direct Advertising to great effect, reducing

advertising budget waste and increasing the effectiveness of delivering a marketing message

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with better geodemography information, delivering the advertising message to only the

consumers interested in the product, service or event on offer.

Door-to-Door Leaflet Marketing

Leaflet distribution services are used extensively by the fast food industries, and many other

business focusing on a local catchments Business to consumer business model, similar to

direct mail marketing, this method is targeted purely by area, and costs a fraction of the

amount of a mail shot due to not having to purchase stamps, envelopes or having to buy

address lists and the names of home occupants.

Couponing is used in print media to elicit a response from the reader. An example is a

coupon which the reader cuts out and presents to a super-store check-out counter to avail of

a discount. Coupons in newspapers and magazines cannot be considered direct marketing,

since the marketer incurs the cost of supporting a third-party medium (the newspaper or

magazine); direct marketing aims to circumvent that balance, paring the costs down to solely

delivering their unsolicited sales message to the consumer, without supporting the

newspaper that the consumer seeks and welcomes.

Sponsorship

Sponsorship is when a person or company gives you or company money to do whatever it is

you do in exchange for advertising for that person or company. Sports team such as little

league, Car racing teams, and Olympic teams are typical examples of organizations that

function because of monies received through sponsorships

83
Below the line promotion

Below the line promotion: The terms 'below-the-line' promotion or communications refers to

forms of non-media communication, even non-media advertising. Below-the-line

promotions are becoming increasingly important within the communications mix of many

companies, not only those involved in fmcg products, but also for industrial goods.

Some of the ways by which companies do BTL (below the line) promotions are by

exhibitions, sponsorship activities, public relations and sales promotions like giving freebies

with goods, trade discounts given to dealers and customers, reduced price offers on

products, giving coupons which can be redeemed later etc.

Below the line sales promotion

Below the line sales promotions are short-term incentives, largely aimed at consumers. With

the increasing pressure on the marketing team to achieve communication objectives more

efficiently in a limited budget, there has been a need to find out more effective and cost

efficient ways to communicate with the target markets. This has led to a shift from the

regular media based advertising.

A definition of below-the-line sales promotion given by Hugh Davidson:

'An immediate or delayed incentive to purchase, expressed in cash or in kind, and having

only a short term or temporary duration'.

84
Methods of below the line sales promotion

1. Price promotions

Price promotions are also commonly known as" price discounting". These can be done in

two ways:

• A discount to the normal selling price of a product, or

• More of the product at the normal price.

Price promotions however can also have a negative effect by spoiling the brand reputation or

just a temporary sales boost (during the discounts) followed by a lull when the discount

would be called off.

2. Coupons

Coupons are another, very versatile, way of offering a discount. Consider the following

examples of the use of coupons:

• On a pack to encourage repeat purchase

• In coupon books sent out in newspapers allowing customers to redeem the coupon at a

retailer

• A cut-out coupon as part of an advert

• On the back of till receipts

The key objective with a coupon promotion is to maximize the redemption rate – this is the

proportion of customers actually using the coupon.

85
It must be ensured when a company uses coupons that the retailers must hold sufficient

stock to avoid customer disappointment. Use of coupon promotions is often best for new

products or perhaps to encourage sales of existing products that are slowing down.

3. Gift with purchase

The "gift with purchase" is a very common sales force technique. In this scheme, the

customer gets something extra along with the normal good purchased. It works best for

• Subscription-based products (e.g. magazines)

• Consumer luxuries (e.g. perfumes)

4. Competitions and prizes

This is an important tool to increase brand awareness amongst the target consumer. It can be

used to boost up sales for temporary period and ensure usage amongst first time users.

5. Money refunds

Here, a customer receives a money refund after submitting a proof of purchase to the

manufacturer.

Customers often view these schemes with some suspicion – particularly if the method of

obtaining a refund looks unusual or onerous.

86
6. Frequent user / loyalty incentives

Repeat purchases may be stimulated by frequent user incentives. Perhaps the best examples

of this are the many frequent flyer or user schemes used by airlines, train companies, car

hire companies etc.

7. Point-of-sale displays

Shopping habits are changing for the people living in metropolitan cities. People prefer big

retail outlets like Big Bazaar to local kirana stores. Most of the decisions of buying are taken

by the virtue of point-of-sale displays in these retail outlets.

SOME INTERSTING EXAMPLES OF Below the line PROMOTION

Most of the big brands are following the suit of BTL promotion because of rising prices of

media based promotion, advertising clutter and increased impulse purchasing.

Some of the interesting examples are:

Most of the educational institutes like career launcher, Time and PT are holding informative

workshops and free tests for students which give a direct interaction of these institutes with

the target customer and hence a suitable platform to sell themselves.

Ring tones and music videos on cell phones are helping the entertainment industry to

promote for a music video or a movie for dirt-cheap rate as compared to media promotion.

Various companies sponsor sport events to promote their brand, but nowadays media

companies like Hindustan Times are holding weekly events throughout the country in which

companies can put up their stalls, display banners and posters and arrange for some fun

87
activities. These events give the companies a platform at very low price to promote their

brand and increase visibility among target consumer. These companies also give discount

coupons to winners in the games, which in turn boost the sales of the products and ensure

that first time users try these products as well.

Pepsi organized an inter school cricket event for 425 schools across 14 cities which did

wonders for the company by promoting the brand amongst the right target customer for

almost no cost.

Most of the pharmacy companies do BTL promotion by getting shelf space through doctors

to display their products or by giving away free calcium tablets again through doctors,

knowing that for a patient a personal advice from a doctor would hold more value as

compared to a commercial advertisement.

Another interesting BTL promotion was by NIKE, an athlete dressed up in Nike sportswear

could be seen jogging on an elevated treadmill for the whole day on National Highway 8,

Delhi.

BTL promotions are gaining popularity among all big companies nowadays considering

their effectiveness because of the "individual customer promotion" at a price, which is much

lesser than the normal media promotions.

• Low prices on Wednesday

• Concept of Big Day

88
 SALES FORCE OFEERS GIVEN BY BAZAAR

Big Bazaar's `junk' swap offer

Big Bazaar is launching a sales force offer from Saturday, with the slogan, "Bring anything

old and take something new".

A press release issued by the company says the customer can bring anything old, such as

newspaper, and get coupons issued in exchange of the junk. The customer can redeem the

coupons before the due date on the condition that he/she shops four times the value of the

coupon.

89
 DATA ANALYSIS & INTERPRETATIONS

Gender of the Respondent

TABLE 4.1 GENDER CLASSIFICATION OF CUSTOMERS

Base for evaluation Number of respondents

Gender In Digits Percentage of

respondents

Male 84 56.00

Female 66 44.00

Total 150 100.00

Table 4.1

90
 100
90
80
70
60 Percentage of
50 respondents

40
30
20
10
0

Interpretation

Male and female have different perceptions about a product. From the table it is evident, that

is the reason the data has been gathered from both male (56.00 percent) and female (44.00

percent) females. Out of the total 150 respondents 84 have been noticed from male and the

remaining are female.

91
Age of the Respondent

Age (years) Number of respondents

In Digits respondents

15-20 8 5.00

20-25 51 41.00

25-30 28 17.00

30-35 30 20.00

35-40 10 7.00

40-45 10 8.00

45-50 5 3.00

50-55 5 3.00

55-60 3 2.00

Total 150 100.00

Table 4.2

92
 100
80
60
40
20 Series3
0 Series1

Interpretation

Different age people have different attitudes in the buying behaviour perceptions

regarding to a particular product that is the reason different age groups people has been

selected.

93
Average income of the respondents

Base for evaluation Number of respondents

Income(Rs.) In digits Percentage of

respondents

0-10,000 36 24

10,000-20,000 51 34

20,000-30,000 20 13.00

Above 30,000 16 11.00

Dependent 27 18

Total 150 100

Table 4.3

94
 100
90
80
70
60
50
40
30
20
10
0

Chart4.3

Interpretation

In most of the cases the purchasing decision of the customers would be effected by

income levels of the individuals that is the reason to collected the income level information

from the respondents who have different income levels.

95
Frequency of visiting

Base for evaluation Number of respondents

In digit Percentage of

respondents

Daily 0 0

Weekly 47 31.00

Twice in a month 57 37.00

Monthly once 46 31.00

Total 150 100

Chart4.4

96
 100
90
80
70
60
50
40
30
20
10
0
1 2 3 4 5 6 7 8

Interpretation

According to the above statistics, the category of people visiting ―twice in month‖ is

greater and it is surprising that no one visits Big Bazaar daily.

97
Time of the customer visits Big Bazaar.

Base for evaluation Number of respondents

In digit Percentage of

respondents

In offers time 46 30.66

General time 31 20.66

Any time 73 48.66

Total 150 100

Table 4.5

98
 Percentage of respondents

100

80

60
Percentage of
40 respondents

20

0
1 2 3 4

Chart 4.5

Interpretation

In the Big Bazaar there are ―promo ―and‖ non-promo‖ days in every month. So data

has been collected related to these two days.

By the graph, it is clear that a majority of members visit big bazaar ―any time‖,

followed by 46 in ―offers time‖, whereas 31members in ―general time‖.

So it is evident that sales force activities influence the customers.

99
Nature of purchasing decisions

Base for evaluation Number of respondents

In Digits Percentage of

respondents

Rational 24 16

Irrational 5 3.00

Impulse buying 71 47.00

Others 7 5.00

Rational& Impulse buying 35 23.00

Irrational &Impulse buying 8 5.00

Total 150 100

Table 4.6

100
 12000%

10000%

8000%

6000% Percentage of
respondents
4000%

2000%

0%

Interpretation

The purchasing decisions differ from one person to another hence the data relevant to

different buyers has been collected.

From the above pie chart, it is clear that majority of the customers adopt more to

impulse buying 71(47.33%).It reflects that visuals and signboards influence the customer‘s

well.

101
The way in which Customers know offers in BIG BAZAAR.

Base for evaluation Number of respondents

In Digits Percentage of respondents

T.V. 27 18

F.M. 11 7.00

News paper 76 51.00

T.V. & News paper 4 2.00

T.V. & F.M. 2 1.00

F.M. & News paper 4 3.00

Others 18 12

All 2 1.00

None 6 4

Total 150 100

Table 4.7

102
 Chart 4.7

Interpretation

Big Bazaar generally uses TV, news paper, radio as promotional tools. Hence data is

collected relevant to it.

From the data a very good number of 76 people are attracted through newspapers.

103
Awareness about Special offers

Base for evaluation Number of respondents

In Digits Percentage of respondents

M.B.B 25 17.00%

W.B 49 33.00%

S.M.O 04 3.00%

M.B.B & W.B 48 32%

M.B.B & S.B 01 1.00%

W.B & S.M.O 00 0%

All 10 7.00%

None 13 9.00%

Total 150 100

104
 Table 4.8

Chart4.8

Interpretation

Big Bazaar provides monthly bachat bazaar, Wednesday bazaar and subha muhurath

offers among which Wednesday bazaar is most popular with 49 (32.66 %).

105
Effect of internal announcement

Base for evaluation Number of respondents

In digit Percentage of

respondents

Excellent 18 12

Good 83 55

Average 43 28

No effect 6 4

Total 150 100

Table 4.9

106
 Percentage of respondents
6000%

5000%

4000%

3000% Percentage of
respondents
2000%

1000%

0%

Chart 4.9

Interpretation

Customer Service Desk (C.S.D) exists in the Big Bazaar, from which offers an

announcements of different floors are made.

The graph shows that 83(55.33%) of customers are influenced by this C.S.D.

Customers felt that it is a good way of giving information about offers running in the

different floors at the Big Bazaar.

107
Customer Satisfaction with Existing Offers

Optional Number of respondents

In digit Percentage

Yes 102 68

No 48 32

Total 150 100

Table 4.10

Chart4.10

Interpretation

By the above statistics 102 members are satisfied with the existing offers out of 150

members; it shows that Big Bazaar gives very attractive and satisfied offers.

108
Reason for dissatisfaction

Base for evaluation Number of respondents

In digit Percentage of

respondents

Low discount 28 58.00

Not worthy 20 42.00

Total 48 100

Table 4.11

60

50

40

30

20

10

Per

Chart4.11

Interpretation

A considerable number of 48 members have felt dissatisfaction out of 150 members.

The root cause of this dissatisfaction is ―low discount‖ in 28 cases followed by ―not worthy‖

in 20 cases.

109
 SUMMARY

This study in Visakhapatnam has shown me to various dimensions of a customer‘s

mind and his/her expectations towards promotional activities in various forms, which will

help the company to understand the customer‘s perception and needs. And also helps

improve the effectiveness of the promotional activities.

In order to achieve the objective I interacted with the customers and public to draw

the conclusions regarding the objective. For visiting the customers and public to collect the

relevant information; a questionnaire has to be designed. The questionnaire was designed in

such a manner to achieve the objective of the research. Data was collected from primary

sources and secondary sources.

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

operation. It is a subsidiary of Future Group Venture Ltd's, and follows the business model

of United States-based Wal-Mart. The worldwide country chain, Big Bazaar, is formed by

CEO of Future Group, Mr. Kishore Biyani. The group does not promise more than what it

delivers. Their basic attraction associated with reasonable price is their Unique Selling Price.

Special offers given by the BIG BAZAAR:

• Monthly Bachat bazaar

• Wednesday bazaar

• Subh muhurath offer.

These offers are found to be quiet popular in the public.

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It was found that before the use of sales force activity the products had less exposure

among customers. After the use of sales force tools the products got good exposure in the

market.

BIG BAZAAR provides most economic offers on products and maintains good

quality with reasonable prices. Most of the customers have felt good about

offers in BIG BAZAAR. Most of the customers came to know the offers in big

bazaar through newspapers.

111
 FINDINGS

Through this project I got to many of the things related to BIG BAZAAR products, Sales

Promotion, Consumer behavior, making of new customers and handling of old customers

and Selling & marketing Concepts at Visakhapatnam

Before the use of sales force tools the products and offers of BIG BAZAAR were not known

to the public but after the use of sales force tools the products got good exposure in the

market.

 The reason for low sales of the products was lack of sales force activities due to this

most of the public was not aware of offers on products.

 After using sales force tools I found that the prescription rate of the BIG BAZAAR‘s

products was increased to a considerable extent.

 65% (percent) customers first see the affordable price & look of the product.

 At the time of purchasing customer‘s also demand for benefits which were displayed

in the sales force tools.

 BIG BAZAAR is having maximum number of branches all over India.

 BIG BAZAAR provides most economic offers on products and maintain good

quality with reasonable prices

 I found that most of the people visit BIG BAZAAR on promo days

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 75% ( percent) of the customers of BIG BAZAAR know the offers through the

News paper

 83% (percent) of the customers of BIG BAZAAR prefer to do shopping at BIG

BAZAAR on Wednesday because on that day special offers on food bazaar runs at

the BIG BAZAAR.

 There is less efficiency in the billing process in BIG BAZAAR.

113
 SUGGESTIONS

With my little study over proceeding and processes being run at Big Bazaar RTC cross

roads.

The following humble suggestion for better tomorrow:

 Elder customers are given more care by providing resting rooms

 Customer‘s menu is made easy with visible and clear signboards.

 Billing counters consumes lot of time of the customers. So it is necessary to improve

efficiency of billing counter.

 A regular use of sales force tools should be done till the products get good exposure

in the market.

 The advertisement campaign should be made more effective, attractive so that people

will be able to understand it / recall.

 The company should advertise more in newspapers, news channels and other media.

 Effective schemes should be launched to differentiate the products than others and to

attract the customers.

 The company should also make tie-ups in residential areas and organize game shows,

canopy shows and contest etc. so that they can get the data of their targeted

customers.

114
 CONCLUSION

The sample size of my survey was 150. I have tried my best to get the maximum out of

survey. After analyzing the result of my questionnaire I have arrived to the conclusion,

which is as follows:

 BIG BAZAAR has successfully achieved their objective of getting the potential

customers through sales force activities and also to boost the sale.

 The sales force activity was helpful to know the customer's perception towards BIG

BAZAAR by getting information from promotion.

 Regular use of sales force tools is necessary for giving more exposure to the products

in the market.

 The customers came to know about BIG BAZAAR products/services and its benefits

through sales force activities which seemed to be the key factor to achieve the

prospective customers.

 Most of the respondents believe in brand name and quality. As such many of them

are attracted to the BIG BAZAAR as a trusted brand. Moreover, the existing users of

BIG BAZAAR are found to be satisfied from the offers /products as well as services

of the BIG BAZAAR.

 The company also should open more showroom of BIG BAZAAR for getting more

publicity and positive response.

115
 BIG BAZAAR should also promote through the TV Channels, magazines and

newspapers which will make the brand more and more popular.

 According to survey I found that the BIG BAZAAR plays magnificent role in

retailing sector.

 Maximum 68% customers are satisfied with their services.

116
 QUESTIONNAIRE

EVALUATION OF SALE PROMOTION STRATAGIES WITH RESPECT TO BIG

BAZAAR

1. Name :- ______________________________________________

2. Staying at :- ___________________________________________

3. Age :-

o Below 18
o 18-35
o 35-50
o Above 50
4. Gender :-

o Male
o Female
5. Occupation :-

o Private organization
o Govt. organization
o Self Employment
o Others
If others Specify:-________________________________________

117
6. Average income you get:-

o Below 10,000rs
o 10,000rs- 20,000rs
o 20,000rs-30,000rs
o Above 30,000r

7. How often you visit ―BIGBAZAAR‖?

o Daily
o Weekly
o Twice in a month
o Monthly once
8. When do you visit ―BIGBAZAAR‖?

o In offers time
o Generally

9. How do you make purchasing decisions?

o Rational
o Irrational
o Impulse buying
o Others
118
10. How do you know about offers in ―BIGBAZAAR‖?

a) News paper b) Electronic c) Internet d) Media e) other Productions

11. Which promotion is more informative?

a) News paper b) Electronic c) Internet d) Media e) other Productions

12.What stimulated your attention towards the advertisements?

a) Cost b) Quality c) Brand d) Offers

13.What your opinion on ―Word Of Mouth‖

a) Effective b) average c) Ineffective

14. Who Motivated you towards the purchase decision?

a) Family members b) Friends c) Relatives d) Earlier Experience

15. What is your post purchase on the product?

a) Expectations b) Expected c) Below the Expectations

16. Quality of purchasing product?

a) Good b) Average c) Low

17. Your opinion on overall sales promotional activities of Big Bazaar?

a) Attractive b) Average c) In attractive

119
18. In your opinion which promotion source is more advantages?

a) Print b) Electronic c) Internet d) Other Promotional Source

19. What is your perception on the sales promotion used by shopping malls?

a) Advantages b) Disadvantages

120
 BIBLIOGRAPHY

Text books

Philip kotler (2019) ―Marketing Management‖ Prentice Hall of India, New Delhi, Eleventh

edition.

Kotler and Armstrong (2001) ―Principles of Marketing‖ Prentice Hall of India, New Delhi.

Swapna Pradhan ―Retailing Management‖ Tata Mc Graw Hill, Second edition.

Magazine

India today; Business Today Outlook; Times of India

Websites

http://www.lotsofessays.com/essay_search/promotional_activities.html.

http://en.wikipedia.org/wiki/Retailing_in_India.

http://en.wikipedia.org/wiki/Big_Bazaar.

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