1.

1 Introduction to Retail

Retailer is the person or institution who delivers goods to final consumer in the channel of
distribution. Goods and services are created for consumption and use by people, it is retailer
who assumes the role of taking the goods to its final destiny of consumption.

The word retail is derived from the French word Retailer that is to cut a piece, a break down.
A retailer buys in large quantity from the middleman or manufacturer and breaks the bulk in
small quantity, sells or markets them in small quantity to meet the needs of customers.

According to Philip Kotler, “Retailing includes all the activities involved in selling goods or
services to the final consumes, for personal, non-business use. He acts as a link between
manufacturer or middleman and consumer. He delivers the product or service in a form, size,
that is acceptable to final consumer. Retailer is described as merchandising arm of
manufacturers or a neck in the bottle of distribution.

1.2 Retail Marketing

Retail marketing comprises the activities related to selling products to the consumers through
channels such as stores, malls, kiosks, vending machines, or other fixed locations. In contrast,
direct marketing to consumers attempts to complete a sale through phone, mail, or website
sales.

1.3 RETAIL MARKETING MIX

The retail mix is the combination of factors retail used to satisfied customer needs and
influences their purchase decision. Its include the type of merchandise and services offered,
pricing,advertising,promotional programs,store design and convenience of the store’s
location.

(or)

Retail mix is the term used to describe the various elements and methods required to
formulate and execute retail marketing strategy.

 Retail managers must determine the optimum mix of retailing activities and
coordinate the elements of the mix.

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  The aim of such co-ordination is for each store to have a distinct retail image in
consumers mind
 The mix may vary greatly according to the type of the retailer is in and the type of
product/services.

KEY ELEMENTS OF RETAIL MIX:

1. Place (store location)

2. Product (merchandise)

3. Price

4. Promotion

5. People

6. Process

7. Physical evidence

1.4 RETAIL MIX PLANNING

Retail Mix consists of

 Setting objectives
 Systematic way of identifying a range of options.
 Formulation of plans for achieving goals.
 Logical sequence of retailing activities.

Importance of Retail mix planning

 Hostile and complex retail environment

 External and internal retail organisation factors interact
o Maximising revenue
o Maximising profit
o Maximising return on environment
o Maximising costs
 Each element has conflicting needs.
 All these variables result in optimum mix.

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1.5 OBJECTIVES OF STUDY

PRIMARY OBJECTIVE:

 To study the effective implementation of retail marketing mix in the store.

SECONDARY OBJECTIVE:

 To identify the performance of store operations

 To understand the availability of products in the store.
 To identify the effectiveness of atmospherics in the store.
 To determine the performance of sales persons in the store.
 To understand the quality of services maintained in the store.

1.6 RESEARCH METHODOLOGY

Research Plan obtain pioneer place while working on any project. So we go through the
research plan.

The research plan is as follows: -

While working on our study, the participation of manager, sales manager, marketing
manager, auditor, employees, etc. & our professors enlighten the use of theoretical concepts
in actual business world. Their views & suggestions proved very useful in the successful
completion of my project.

Data sources: 1) Primary Data is collected through structured questionnaire.

2) Secondary Data is collected through company website, annual reports and books on
management.

Period of Study: This study has been carried out for Two months

Type of Research: Descriptive

Research Instrument: Structured questionnaire.

To collect the primary data for the research, some questions are selected in concern with
the organisation i.e. Big Bazaar. This question are used as research instruments for knowing
the facts

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Research Sample:

1) Sampling Unit: Customers of Big bazaar

2) Sample Technique: Convenient sampling

3) Sample Quantity: 50 respondents.

4) Sample Procedure: In this study convenience sampling procedure is used. Convenience

sampling is preferred because of some limitation and the complexity of the random sampling.

Data Collection:Data is collected from various customers through personalinteraction.

Specific questionnaire is prepared for collecting data. Data is collected with mere interaction
and formal discussion with different respondents

Data Analysis tool: Descriptive statistics through numerical tool(mean) and graphical
tool(histogram)

1.7 SCOPE OF THE STUDY

The report is the based on the study conducted at Big Bazaar-Ameerpet (Hyderabad). It aims
at understanding the company’s establishment, organization structure, department,
techniques, Marketing strategies and the advantages it is having our competitors.

The project deals with the components of retail marketing mix and its influence on the profits
of the store and it depends on customer reaction to retail mix. An attempt is made to analyse
the company performance in comparison to the theoretical aspect.

1.8 LIMITATIONS OF THE STUDY

In the present study we may assume following limitation.

1.Data don’t represent entire population behavior.

2. Study was conducted during a limited period of 2 months only

3.This research was done in Ameerpet , Hyderabad only.

4.It was assumed that respondent have the knowledge of the choice that were given in the
questionnaire and respondent were compelled to choose only from given alternatives would
be a limitation.

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2.1 HISTORY OF RETAIL IN INDIA

Retailing can be traced back to the barter system where exchange of goods took place. With
the evolution of human civilization, the business function has transformed from Producer-to-
consumer to business-to-consumer. Thus, retailing is an activity which sells products and
services to customers in the final stage of supply chain marketing. It does this by procuring
in large scale quantities from manufacturers and supplying them to customers on a relatively
small scale for their personal consumption or for family. Retailer is a person or agent or
agency or company or organization who is instrumental in reaching the goods or merchandise
or services to the end user or ultimate consumer. All the efforts of retailers are to manage the
business by attracting the consumers to their stores and make them buy more and make repeat
purchase with them.

Retail marketing has an element of eternity in the formats of markets and the marketing
ethos. In the post industrialization era, economies have grown purchasing power of the
people and markets have grown from strength to strength. Marketing knowledge and
strategies have created new styles of markets not as a replacement of the old styles but as an
addition to the existing. The evolutionary process of marketing has under gone an change,
still accommodating the old style of traditional markets. Centuries after organized styles of
marketing unorganized marketing is also living by its side.

This is evident with the vast majority of middle and low income segments in India still
buy from one of the millions of tiny kirana stores. Indian population living in villages as well
towns and cities continue the rural practices of buying in unorganized markets and
neighbourhood shops.

The Indian retail industry has emerged as one of the most dynamic and fast-paced industries
due to the entry of several new players. Total consumption expenditure is expected to reach
nearly US$ 3,600 billion by 2020 from US$ 1,824 billion in 2017. It accounts for over 10 per
cent of the country’s Gross Domestic Product (GDP) and around 8 per cent of the
employment. India is the world’s fifth-largest global destination in the retail space.

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2.2 EVOLUTION OF RETAIL IN INDIA

While barter is considered to be the oldest form of retail trade, retail in India has evolved to
support the unique needs of our country given its size and complexity. Haats, Mandis and
Melas have always been a part of the Indian landscape. They still continue to be present in
most parts of the country and form an essential part of life and trade in various areas.

Traditional formats:

1) Itinerant salesman
2) Haats
3) Moles
4) Mandis, etc

Established formats:

1) Kirana
2) Convenience / Department stores
3) Company / Multi brand showrooms
4) PDS / Fair Price shops
5) Co-operative stores
6) Pan / beedi shops

Emerging formats:

1) Exclusive retail outlets

2) Hypermarkets
3) Internal retail
4) Malls / Specialty malls
5) Multiplexes
6) Rural oriented formats
7) Fast food outlets
8) Service galleries etc

This was in a sense, the beginning of a new era for retail in India. The fact that post
liberalization, the economy had opened up and a new large middle class with spending power
had emerged, helped shape this sector. The vast middle class market demanded value for
money products.
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The emergence of the modern Indian housewife, who managed her home and work led to a
demand for more products, a better shopping ambience, more convenience and one stop
shopping. This has fuelled the growth of departmental stores, supermarkets and other
specialty stores.

The concept of retail as entertainment came to India with the advent of malls. The
development of malls is now visible not only in the major metros but also in other parts of the
country.

2.3 FIRST COMPANY IN MODERN RETAIL

Pantaloon Retail (India) Limited (PRIL) entered modern retail in 1997 with the opening of
its department store format Pantaloons. In 2001, PRIL launched Big Bazaar, a hypermarket
chain, followed by Food Bazaar, a supermarket chain.

Presently, PRIL owned by the Aditya Birla Group and Pantaloons, a division of ABFRL has
always been one of the most loved large format fashion retailers in India. Pantaloons are
today the fastest growing large format retailer in the country. The rate of new store openings
has increased from one every two months to one every two weeks. The brand is now present
in 78 Indian cities / towns.

Pantaloons posted revenues of INR 2,164 crores in FY15-16, up by 17 percent from the
previous year. The company offers a wide range of brand offerings across apparel and non-
apparel categories and across varied price points.

It operates across categories of casual wear, ethnic wear, formal wear, party wear and active
wear for men, women and kids. Women’s wear is the lead category contributing to half of
total apparel sales. Non-apparel products include footwear, handbags, cosmetics, perfumes,
fashion jewellery and watches.

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2.4 MARKET SIZE AND MARKET SHARE

(source: IBEF)

Fig 2.1 Market Size of Indian Retail Industry

The retail sector in India is emerging as one of the largest sectors in the economy. The total
market size was estimated to be around US$ 672 billion in 2016, thereby registering a CAGR
of 7.74 per cent since 2000. Retail industry is expected to grow to US$ 1.3 trillion by 2020

MARKET SHARE

…
1…
e.tail

organise
d
unorgan
90% ised

(source: IBEF)

Fig 2.2 Market Share of Indian Retail Industry

Organised Retail Penetration (ORP) in India is low (8-10 per cent) in 2017 compared with
that in other countries, such as the US (85 per cent). This indicates strong growth potential for
organised retail in India. The Indian retail market is in its nascent stage; unorganised players
accounted for 90-92 per cent of the market during 2017. There are over 15 million mom-and-
pop stores. The organised retail in India is growing at a CAGR of 20-25 per cent per year.

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2.5 Types of Retail outlets

2.5.1 Department Stores

A department store is a set-up which offers wide range of products to the end-users under one
roof. In a department store, the consumers can get almost all the products they aspire to shop
at one place only. Department stores provide a wide range of options to the consumers and
thus fulfil all their shopping needs.

2.5.2 Discount Stores

Discount stores also offer a huge range of products to the end-users but at a discounted rate.
The discount stores generally offer a limited range and the quality in certain cases might be a
little inferior as compared to the department stores.

Wal-Mart currently operates more than 1300 discount stores in United States. In India Vishal
Mega Mart comes under discount store.

2.5.3 Supermarket

A retail store which generally sells food products and household items, properly placed and
arranged in specific departments is called a supermarket. A supermarket is an advanced form
of the small grocery stores and caters to the household needs of the consumer. The various
food products (meat, vegetables, dairy products, juices etc) are all properly displayed at their
respective departments to catch the attention of the customers and for them to pick any
merchandise depending on their choice and need.

2.5.4 Warehouse Stores

A retail format which sells limited stock in bulk at a discounted rate is called as warehouse
store. Warehouse stores do not bother much about the interiors of the store and the products
are not properly displayed.

2.5.5 Mom and Pop Store (also called Kirana Store in India)

Mom and Pop stores are the small stores run by individuals in the nearby locality to cater to
daily needs of the consumers staying in the vicinity. They offer selected items and are not at
all organized. The size of the store would not be very big and depends on the land available
to the owner. They wouldn’t offer high-end products.

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2.5.6 Specialty Stores

As the name suggests, Specialty store would specialize in a particular product and would not
sell anything else apart from the specific range. Specialty stores sell only selective items of
one particular brand to the consumers and primarily focus on high customer satisfaction.

Example -You will find only Reebok merchandise at Reebok store and nothing else, thus
making it a specialty store. You can never find Adidas shoes at a Reebok outlet.

2.5.7 Malls

Many retail stores operating at one place form a mall. A mall would consist of several retail
outlets each selling their own merchandise but at a common platform.

2.5.8 Street vendors

Street vendors, or hawkers who sell goods on the streets, are quite popular in India. Through
shouting out their wares, they draw the attention of customers. Street vendors are found in
almost every city in India, and the business capital of Mumbai has a number of shopping
areas comprised solely of street vendors. These hawkers sell not just clothes and accessories,
but also local food.

2.5.9 Hypermarkets

Similar to supermarkets, hypermarkets in India are a combination of supermarket and

department store. These are large retailers that provide all kinds of groceries and general
goods. Saravana Stores in Chennai, Big Bazaar and Reliance Fresh are hypermarkets that
draw enormous crowds.

2.5.10 Kiosks

Kiosks are box-like shops, which sell small and inexpensive items like cigarettes, toffees,
newspapers and magazines, water packets and sometimes, tea and coffee. These are most
commonly found on every street in a city, and cater primarily to local residents.

2.5.11 E Tailers

Now a day’s the customers have the option of shopping while sitting at their homes. They can
place their order through internet, pay with the help of debit or credit cards and the products

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are delivered at their homes only. However, there are chances that the products ordered might
not reach in the same condition as they were ordered.

Example - EBAY, Rediff Shopping, Amazon

2.5.12 Dollar Stores

Dollar stores offer selected products at extremely low rates but here the prices are fixed.

Example - 99 Store would offer all its merchandise at Rs 99 only. No further bargaining is
entertained. However the quality of the product is always in doubt at the discount stores.

2.6 PORTER’S FIVE FORCES FRAMEWORK ANALYSIS

Threat of Substitutes

• Low – Threat of substitute products is low .However, customers may purchase

products from a local store instead of purchasing from a retailer.

Bargaining Power of Suppliers

• Low – Retailers have low switching costs, which make the supplier power low.

Competitive Rivalry

• High – Entry of foreign players in the market and e-retailers have intensified
competition

• Customers’ low switching cost increases competition

• The Indian retail sector is highly fragmented, which increases competition

• Larger retailers can easily switch to different suppliers.

Bargaining Power of Buyers

• High – The consumers are price sensitive and have information about the product and
its price and Low switching cost gives customers high bargaining power

Threat of New Entrants

• Medium – Entry as a retailer is quite simple. However, players need to establish

strong distribution channels and achieve economies of scale to compete

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.2.7 SWOT Analysis

STRENGTHS WEAKNESS

1. Technology 1. Policy related issue

2. Sufficient stock 2. Inadequate human resources

3. Rising disposable income 3. Undeveloped supply chain

4. Employment 4. Lack of adequate utilities

5. Shopping convenience 5. Less conversion level

6. Plastic card revolution

OPPORTUNITIES THREATS

1. Rural retailing 1. Political issues

2. Untapped cities 2. Social issues

3. Potential for investment 3. Inflation

4. Retail franchising 4. competitors

5. E-Retailing 5. Poor inventory & stockout

Table 2.1 SWOT Analysis of Indian Retail Industry

2.8 GROWTH, CHALLENGES AND OPPORTUNITIES

2.8.1 Growth

Due to the large scope of business and high growth potential, India is attracting investors
across the globe. In FDI Confidence Index, India ranks 8th (after U.S., Germany, China, UK,
Canada, Japan, and France).

India is all set to gain from the latest FDI policy in retail.

There has been an increase in purchasing power of the consumer due to easy availability of
credit which has given a push to higher value items and encouraged repeated purchases.
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There has been a clear shift in consumer mindset in buying. They are more educated and well
informed. They have become more experimenting and are willing to try and buy products
which they haven’t been used as yet. The expansion of middle class has led to higher
purchases of luxury products and brand consciousness. Significant growth in discretionary
income and changing lifestyles are among the major growth drivers of Indian retail industry.

With GST taking its shape, it has helped the retailers simplify its tax structure. This will lead
to better supply chain structure, better cash flows, pricing, and profitability.

2.8.2 Opportunities

Rural markets show high growth potential if tapped with the right set of products and pricing.
With increasing investments in infrastructure, connectivity to such towns is now becoming
easier. This helps the retailer to increase reach in such high potential markets.

The private label space in the organized Indian retail industry has begun experiencing an
increased level of activity. The share of private label strategy in the US and the UK markets
is 19 per cent and 39 per cent, respectively, while its share in India is just 6 percent. Thus this
gives a tremendous opportunity for the home-grown label to expand its base.

2.8.3Challenges

Although retail industry in India is on a growing track not everyone has tasted success. Due
to various diversities in the state policies and local influences, it becomes a larger hindrance
for the retail to expand rapidly.

2.9 Future prospects of retailing

 The retail industry in India is growing more and more rapidly. The retail sector in the
small towns and cities is expected to increase 50-60%.

 There is improvement in the infrastructure and thus is contributing to market growth.

 With liberal policies formulated by the government, foreign investors can enter the
Indian market and make investment.

 Due to internet penetration in the remotest markets, consumers are aware of global
products and service offerings.

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3.1 ABOUT COMPANY – FUTURE GROUP

Future Group is an Indian private conglomerate, headquartered in Mumbai. The company is

known for having a significant prominence in Indian retail and fashion sectors with popular
supermarket chains like Big Bazaar and Food Bazaar, lifestyle stores like Brand Factory,
Central and also for having notable presence in integrated foods and FMCG manufacturing
sectors. Future retail and Future retail fashions, two operating companies of Future Group,
are among the top retail companies listed in BSE (Bombay Stock Exchange) with respect to
assets, and in NSE (Nifty) with respect to market capitalization.

The company operates over 16 million square feet of retail space, has over 1000 stores
across 71 cities in India and employees over 30,000 people.

The company’s leading formats a chain of fashion outlets, big bazaar, a uniquely Indian
hypermarket chain, food bazaar, a supermarket chain, blends the look, touch and feel of
Indian bazaars with aspects of modern retail like choice, convenience and quality and central,
a chain of seamless destination malls. The company also operates an online portal:
futurebazaar.com

3.2 Future Group Manifesto:

“Future” – the word which signifies optimism, growth, achievement, strength, beauty,
rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet
unwritten; create new opportunities and new successes. To strive for a glorious future brings
to us our strength, our ability to learn, unlearn and re-learn our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but create future scenarios
in the consumer space and facilitate consumption because consumption is development.
Thereby, we will effect socio-economic development for our customers, employees,
shareholders, associates and partners. Our customers will not just get what they need, but
also get them where, how and when they need.

We will not just post satisfactory results, we will write success stories.

We will not just spot trends; we will set trends by marrying our understanding of the Indian
consumer to their needs of tomorrow. It is this understanding that has helped us succeed.
Rewrite Rules. Retain Values.

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Group Vision:

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

Group Mission:

• We share the vision and belief that our customers and stakeholders shall be served
only by creating and executing future scenarios in the consumption space leading to
economic development.

• We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments – for classes and for masses.

• We shall infuse Indian brands with confidence and renewed ambition.

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

• We shall ensure that our positive attitude, sincerity, humility and united determination
shall be the driving force to make us successful

Core values:

• Indianans: confidence in ourselves.

• Leadership: to be a leader, both in thought and business.

• Respect & Humility: to respect every individual and be humble in our conduct.

• Introspection: leading to purposeful thinking.

• Openness: to be open and receptive to new ideas, knowledge and information.

• Valuing and Nurturing Relationships: to build long term relationships.

• Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

• Adaptability: to be flexible and adaptable, to meet challenges.

• Flow: to respect and understand the universal laws of nature

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Beliefs: Future Group was founded on a simple idea: Rewrite rules, retain values. This
fundamental belief created a new kind of marketplace, forever transforming Indian retail.
Today our core values continue to guide how we do business and improve the quality of life
of the people we serve.

At Future Group we are committed to being a catalyst of positive change in the

communities, societies and business sectors in which we operate. We envision India’s
transformation into the legendary 'Sone Ki Chidiya' (golden bird), taking wings once
again to reach greater heights.

3.3 LINE OF BUSINESS

Retail

 Future Retail Ltd (initially Pantaloons Retail India Ltd)

 Future Lifestyle Fashion Ltd

 Future Consumer Enterprise Limited

Financial Services

 Future General Life Insurance

Other Services

 Future Supply chain solutions

 Future brands

 Future media

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3.4 Major Mile Stones:

27 years ago, future group began its pioneering journey transforming the Indian
retail landscape, whole-heartedly believing in rewriting rules and retaining values. Today,
their deep footprint across India and landmark growth is testament to their enduring values.

 1987 The company is incorporated under the name of Manz wear private Ltd.
 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.

 1995 John Miller –Formal shirt brand launched

 1997 Pantaloons – India’s family store launched in Kolkata.

 2011 Big Bazaar, ‘Is se sastaauracchakahinahin’ - India’s first hypermarket chain

launched.

 2012 Food Bazaar, the supermarket chain is launched.

 2014 Central – ‘Shop, Eat, Celebrate in the Heart of Our City’ - India’s first seamless
mall is launched in Bangalore.

 2015 Fashion Station - the popular fashion chain is launched

 2016 Future Capital Holdings, the company’s financial arm launches real estate funds
and Horizon and private equity fund In division.

 2017- Future group crossed $1 billion mark.

 2018- Future group holding becomes the second group company to make a successful
initial public offering in the Indian capital market.

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3.5 Hierarchy of Future Group (as Per 2019)

1) Kishore Biyani is the founder and Group CEO of Future Group. Widely credited as the
pioneer of modern retail industry in India, Kishore Biyani is a mentor and role model for
many Indian entrepreneurs and a thought leader in Indian business.

2) Mr. Rakesh Biyani is a Joint Managing Director of Future Retail Limited. He has been
associated with the company for over 20 years.

3) Ms. Gagan Singh is our Independent Director. She was appointed as an Independent
Director of our Company with effect from April 30, 2016. She is a Chartered Accountant
from The Institute of Chartered Accountants of India and Cost Accountant from The Institute
of Works Accountants of India. Ms. Gagan Singh is CEO - Business (India) and Chairperson
Sri Lanka Operations of Jones Lang LaSalle (“JLL”).

4) Mr. RavindraDhariwalis our Independent Director. He was appointed as an Independent

Director of our Company with effect from April 30, 2016. He is an MBA from IIM-Calcutta
and also a B.E. from IIT Kanpur. Mr. Dhariwal is a Senior Advisor to TPG India and brings
with him the experience of 39 years of building consumer business all over the World.

5) Mr. Shailendra Bhandari is our Independent Director. He was appointed as an

Independent Director of our Company with effect from April 30, 2016. He holds a Masters
degree (MBA) in Management from IIM, Ahmedabad. He is a seasoned finance professional
with 34 years of experience and an impressive track record of accomplishments

6)Ms. Sridevi Badiga is our Independent Director. She was appointed as an Independent
Director of our Company with effect from April 20, 2017. Ms. Badiga currently runs a cross-
border advisory practice, working closely with a network of family offices and Institutional
Investors in the Middle East.

7)Mr. Rahul Garg is our Non Executive Director. He was appointed as an Non Executive
Director of our Company with effect from August 09, 2018.

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3.6 FUTURE RETAIL

Future Retail Limited brings together winning brands and retail chains that speaks, connects
and wins the heart of every Indian.

Future Retail has key retail brands namely: Big Bazaar & Big Bazaar (Gen Next) , Easy day
club, Fashion at Big bazaar(fbb) , Food hall ,Hyper city , Heritage Fresh, Food bazaar , E-
zone, WH-smith

 It has a total of 901 stores across 240 cities with an annual customer footfall of 300
million and 33,467 employees. As of November 2016, the company bought retail
business of Hyderabad-based “Heritage Foods Ltd”.
 In January 2017, Future Lifestyle Fashions raised US$ 37.19 million in a subsidiary
that houses Lee Cooper brand of clothing.
 In February 2017, Future Retail has entered into an agreement to sell the UK based --
Laura Ashley’s home furnishing merchandise, through their own operating stores and
websites in India.
 In 2017, the company was awarded “Most Admired Multi Fashion Retailer of the
Year‟, “Most Admired Brand of the Year – New Launch”, “Most Admired Fashion
Brand of the Year in Men's Western Wear”; Big Bazaar Profit Club was awarded Best
Loyalty Program in Retail Sector under the 17TH Annual IMAGES Fashion Awards.
 A new expansion plan named 'Retail 3.0' has been unveiled by theFuture Group,
under which it has partnered Google, Facebook, and Deloitte and will aim to become
the largest integrated consumer company in Asia with a trillion dollar revenue by
2047.
 The company’s discount chain, Brand Factory, is planning to open 40 new stores by
October 2018 to expand in Tier 2 cities.

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3.6.1 INSTORE BRANDS

• Indigo Nation
• Scullers
• John Millers
• All
• Rig
• Cover story
• DJ&C
• Buffalo
• Clarks
• Urban Yoga

Integrated Foods and FMCG

• NILGIRIS
• Tasty Treat
• Fresh & Pure
• Ektaa
• Premium Harvest
• Pratha
• Kosh
• Sunkist
• Kara
• TS
• Clean mate
• Care mate
• Swiss tempelle
• Baker street

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3.7 BIG BAZAAR PROFILE:
Big bazaar is one of the brands under Future Group. Big bazaar is not just another
hypermarket. It caters to every need of a family. Where Big Bazaar scores over other stores is
its value for money proposition for the Indian customers.

At Big bazaar, one can get the best products at the best prices – that is what they guarantee.
With the ever increasing array of private labels, it has opened the doors into the world of
fashion and general merchandise including home furnishings, utensils, crockery, cutlery,
sport goods and much more at prices that will surprise you. And this is just the beginning.
Big bazaar plans to add much more to complete the shopping experience. Food is the main
shopped category in this store.

Big Bazaar, the hypermarket chain was introduced in India by Pantaloons Retail (India)
Limited in 2001.The first store opened in Kolkata and was followed by stores in Hyderabad
and Bangalore in a short span of 22 days. These stores contributed over Rs.43crores to the
company’s turnover. In the mean while Big Bazaar continued to expand in the larger cities
like Agra, Allahabad, Coimbatore, Surat, Panipat, Kanpur and Kolhapur.

“JO BAZAAR MEIN MILTA HAI WHO SAB YAHAAN MILTA HAI” is how Rakesh
Biyani describes Big Bazaar the ‘bazaar’ is a term commonly used for the market. Whenever
any of us need anything. The simplest way to get it is to go to the bazaar.

Within a span of 18 years, there are now 161 Big Bazaar stores in 90 cities and towns across
India. Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director
of Future Retail Ltd. Though Big Bazaar was launched purely as a fashion format including
apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has
included a wide range of products and service offerings under their retail chain. The current
formats include Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar. The
inspiration behind this entire retail format was from Sarvana stores, a local store in T.Nagar,
Chennai. The stores are customized to provide the feel of mandis and melas while offering
the modern retail features like Quality, Choice and Convenience. As the modern Indian
family's favorite retail store, Big Bazaar is popularly known as the "Indian Wal-Mart".

On successful completion of ten years in Indian retail industry, in 2011, Big Bazaar has come
up a new logo with a new tag line: ‘Naye India Ka Bazaar’, replacing the earlier one: 'Isse
Sasta Aur Accha Kahin Nahin'.

21
3.7.1 The significant features of Big Bazaar:

Whenever we go out for shopping in a mall, what do we expect? All the our required
products under one roof, in Big Bazaar there is a special section for everything some of them
I am discussing below

 Food Bazaar: section for grocery and other food items

 Men’s wear/Ladies wear/Kids section: As suggested by name it garments section
for all.
 Furniture Bazaar: for all our furniture requirements.
 Electronics: for all our electronic appliance requirements.
 FutureBazaar.com or the online shopping portal which makes shopping easier as one
can shop many products of Big Bazaar at the same price from home
 Home décor and Toys section.

3.7.2 Customer Segmentation:

 Big Bazaar targets higher and upper middle class customers.

 The large and growing young working population is a preferred customer segment.
 Big Bazaar specifically targets working women and home makers who are the
primary decision makers.

3.8 SWOT ANALYSIS

STRENGTHS:

 High brand equity.

 Better understanding of customers helping the company to serve them better.

 Vast range of products under one roof helping in aerating customer & their family.

 Diversified business operating all over India in various retail formats.

 Ability to get products from customers at the rate of discounted price due to the scale
of business.

 Professional management.

 Good employee & employer relationship.

 Strong cultural ethics & values are followed

22
WEAKNESSES:

 High cost of operation due to large fixed cost.

 Specific items are not consistently available.

 Poor supply chain management & weak support infrastructure

 Unable to meet store opening targets.

 Unavailability of popular brand items with regard to clothing.

OPPORTUNITIES:

 Population of the country is growing where the scope of the market is kept on
increasing for the retail sector.

 Can enter into the production of various products due to its in depth understanding of
customer’s taste & preference.

 Growth in the income of the customers.

 Expand their business at global level.

 Provide quality services to the customers.

THREATS:

 Lot of competitors coming up to tap the market potential.

 Shrinkage

 High business risk involved.

 Advancement of technology day by day.

3.9 ORGANISATION STRUCTURE

FLAT STRUCTURE

23
3.10 COMPETITORS PROFILE
Big Bazaar faces competition from other retailers of similar products & services. These
include stand alone stores in the organised & unauthorised sector, as well as other chain of
stores including Department stores.

It is because of this and the service and ambience that Big Bazaar believes have been able to
create a differentiation in the mind of the customer vis-a-vis our competitors where similar
products and Brands are available.

COMPETITORS OF BIG BAZAAR

 D-Mart

 More

 Lifestyle International

 Reliance Trend

 Reliance

 Shoppers stop

 Vishal Mega Mart

 Local retailers

 Reliance Fresh

3.11 AWARDS AND RECOGNIZATION

Exchange4Media- Indian Digital Media Awards 2018
 Big Bazaar won the best campaign award in Online Advertising for "India's 1st 24hr
Facebook Live" campaign

Images Retail Tech Awards 2018

 Big Bazaar won the Most Admired Retailer of the Year, for Digital Marketing
Campaign

Brand Equity 2016

 Among India’s Top 15 Most trusted brands.

Number 6 in the 'Brand Asia – 2017' Survey

 Big Bazaar ranked Number 6 in the 'Brand Asia – 2017' Survey by Market Xcel

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4.1 JOB DESCRIPTION
 Training
 Auditing
 Personal selling

4.2.1 TRAINING

 Training the new joinees related to their respective work

 A presentation related to Big bazaar layout was presented for the new joinees.

4.2.2 AUDIT CHECK LIST: According to the below check list all the mentioned factors are
to be verified daily and I have done this activity for Two weeks

MAINTENANCE

 Air conditioners
 Electrical panel room
 Cash point-sensomatic pad
 Customer serve desk-Mikes, Cctv, Music system
 Store lights
 Fire extinguishers
 Trail rooms- Mirror clean, Hooks functioning.
 Smoke detectors

CUSTOMER SERVICE DESK

• Check register- credit note and return.
• Check no of open customer’s complaints.
• Alteration register.
• Announcement register.
• Lost and found register.
• Alteration slip properly filled and signed
• Check opening and closing balance of gift vouchers
• Check opening and closing balance of pay back cards

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LOGISTICS

 Are ZVTS, IRN and GRN created within time?

 Inward register
 Outward register

Spot check

 Does the vehicle sealed before inward process?

 Counting and maintain a record of cartons by security staff as well as warehouse staff
at the time of unloading and they need to cross check both the records maintained by
security and warehouse members.
 Weighing the cartons- in case if cartons are below or above 250gms they should be
separated.
 The HU (handling unit) number on the carton should be scanned.
 According to the department cartons should be arranged.

4.2.3 PERSONAL SELLING

 Interacted with as many customers as possible and tried to pitch them to buy the profit
club card.
 Explaining about the profit club card benefits to customers and convincing them to
buy the card.
 Explaining the procedure for enrolment as a profit club member
 During this activity I have successfully convinced an customer to buy 10,000 Rs/-
Profit club card.

4.2.4 OTHER ACTIVITIES

 Arranging the Shelf edge labels and Signage for each SKU in the Aisle
 Checking the expiry dates of each product in food department

26
5.1 GENERAL LEARNINGS
 Listening skills: Listening to the customer complaints and being empathetic with
them.
 Interacting with the team members, team leaders and department managers and
building a rapport with them.
 Work ethics: Focusing on my given task and finishing them in the given time.
 Acquired knowledge about the selling techniques like sales pitch for selling Profit
club card in the store.
 Learned about the importance of Product knowledge for effective communication
with customers.
5.2 DATA ANALYSIS

5.2PROFILE OF RESPONDENTS

The respondent’s profile is presented in Table 5.1-5.3

Table 5.1 Profile of Respondents-Gender

Gender

Gender Frequency Percent Cum.percent

Male 21 42% 42%
Female 29 58% 100%
Total 50 100%

Table 5.2 Profile of Respondents-Age

Age

Age Frequency Percent Cum.percent

<21 15 30% 30%
21-35 24 48% 78%
36-50 8 16% 94%
>50 3 6% 100%
Total 50 100%

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 Table 5.3 Profile of Respondents-Shopping Frequency

Shopping Frequency

Shopping Frequency Frequency Percent Cum.percent

Daily 8 16% 16%
Once a week 12 24% 40%
2-3times a month 17 34% 74%
Once a month 9 18% 92%
more than a month 4 8% 100%
Total 50 100%

5.2.1 DESCRIPTIVE STATISTICS

Probably the most often used descriptive statistic is the mean. The mean is a particularly
informative measure of the "central tendency" of the variable. We are interested in statistics
from our sample only to the extent to which they can infer information about the population.

We use descriptive statistic to describe customers in a database based on the data available.
This type of analysis assumes that all data are equally important and meaningful. It also
assumes that each data element contributes meaningful information.

28
5.2.1 Descriptive Statistics of Retail Marketing Mix

5.2.1.1 Descriptive Statistics of Product Factor

Table 5.4 Descriptive Statistics of Product Factor

Questions N Minimum Maximum Mean std deviation

Offers several brands 50 1 6 3.72 0.15129

High quality merchandise 50 1 6 3.38 0.16135

Graph 5.1 Descriptive Statistics of Product Factor

CONCLUSION

The Highest score for product factor is set for the retail store offers several
brands at one place.

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5.2.1.2 Descriptive Statistics of Price Factor

Table 5.5 Descriptive Statistics of Price factor

Questions N Minimum Maximum Mean std

deviation
Every day low price 50 1 6 3.48 0.15712

Value for money 50 1 6 3.44 0.15691

Graph 5.2 Descriptive statistics of Price factor

CONCLUSION

The Highest score for price factor is set for the price of the product is
reasonable in the respective retail store (everyday low price)

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5.2.1.3 Descriptive Statistics of Place/Distribution Factor

Table 5.6 Descriptive Statistics of Place/Distribution factor

Questions N Minimum Maximum Mean std deviation

Store location 50 1 6 3.48 0.15197

Graph 5.3 Descriptive statistics of Place factor

CONCLUSION

The Highest score for Place/Distribution Factor is set for the store location as
most of the respondents felt that location is very convenient for them

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5.2.1.4 Descriptive Statistics of Promotion Factor

Table 5.7 Descriptive Statistics of Promotion Factor

Questions N Minimum Maximum Mean std deviation

Privilege cards 50 1 6 3.34 0.15547

Seasonal promotions 50 1 6 3.62 0.15357

Information about 50 1 6 2.96 0.1737

promotions

3.5

2.5

2 Series1
1.5

0.5

0
privelage cards seasonal promotions information about
promotions

Graph 5.4 Descriptive Statistics of Promotion Factor

CONCLUSION

The Highest score for Promotion factor is set for seasonal promotions are
available in the respective store

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5.2.1.5 Descriptive Statistics of People Factor

Table 5.8 Descriptive Statistics of People Factor

Questions N Minimum Maximum Mean std deviation

Trained sales person 50 1 6 3.46 0.14346
Advices to shoppers 50 1 6 3.56 0.14044

3.58

3.56

3.54

3.52

3.5
Series1
3.48

3.46

3.44

3.42

3.4
Trained sales person advices to shoppers

Graph 5.5 Descriptive statistics of People factor

CONCLUSION

The Highest score for People Factor is set for salesperson gives assistance to
shoppers

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5.2.1.6 Descriptive Statistics of Process factor

Table 5.9 Descriptive Statistics of Process factor

Questions N Minimum Maximum Mean std deviation

Free services 50 1 6 3.1 0.16225

Fast checkout 50 1 6 2.86 0.16905

Home delivery services are 50 1 6 2.84 0.16748

fast

Graph 5.6 Descriptive Statistics of Process factor

CONCLUSION

The Highest score for Process Factor is all set for the free services like Gift
wrapping; Alterations and Home delivery are useful to the customers.

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5.2.1.7 Descriptive Statistics of Physical Evidence factor

Table 5.10 Descriptive Statistics of Physical Evidence factor

N Minimum Maximum Mean std deviation

visual merchandise 50 1 6 3.6 0.14846

decoration appealing 50 1 6 3.48 0.16719

Graph 5.7 Descriptive Statistics of Physical Evidence Factor

CONCLUSION

The Highest score for Physical Evidence factor is set for the retail store as
effective Visual Merchandising.

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5.2.1.8 Descriptive statistics of Marketing Mix 7P’s

Table 5.10 Descriptive statistics of Marketing Mix 7P’s

N Minimum Maximum Mean

Product 50 1 5 3.55
Price 50 1 5 3.46
Place 50 1 5 3.48
Promotion 50 1 5 3.3
People 50 1 5 3.41
Process 50 1 5 2.93
Physical 50 1 5 3.46
evidence

Graph 5.8 Descriptive Statistics of Marketing Mix 7P’s

CONCLUSION
From the table, we can conclude that Product factor has the highest mean. Meaning the
product factor rank the highest in terms of satisfaction perceived from customer from the
retail outlet, followed by price, place, promotion, people and services.

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5.2.1.9 Overall Satisfaction of Big bazaar

Table 5.11 Overall Satisfaction of Big bazaar

Frequency Percent Cum.percent

Outstanding 8 16% 19%

Excellent 28 56% 72%

Good 11 22% 94%

Average 3 6% 100%

Bad 0 0%

Total 50 100%

60%

50%

40%

30%

20%

10%

0%
Outstanding Excellent Good Average Bad

Graph 5.9 Overall Satisfaction of Big Bazaar

CONCLUSION
From the above data more than 94% of respondents are rated as overall satisfaction at big
bazaar is Outstanding, Excellent and good and only 6% responded as average.

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5.3 FINDINGS
1. Most of the customers buy their requirement in Big Bazaar on the basis of Weeklyand
monthly basis. Customers realized that Big Bazaar stores provide qualitative products/service
with reasonable price.

2. At present time Big Bazaar provide different types of product assortments to thecustomers.

3. Continuously opening of Big Bazaar chains in different major cities, increasing quantities
of the customers & profit show that Big Bazaar most accepted name in organized retail chain
in India.

4. Big Bazaar mainly deals with middle income group people who want qualitative product
with reasonable cost.

5. Big bazaar has a good reputation of itself in the market.

6. Big bazaar has positioned itself in the market as a discounted store.

7. Big bazaar holds a huge customer base. The majority of customers belong to middle class
family.

8. Impulse buying behaviour of customers comes in to play most of the times in big bazaar.

9. There are more than 161 big bazaars in different cities of India; it seems that there is a vast
growth of big bazaar lying as customers demand is increasing for big bazaars.

10. Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery,
stationary, food items, electronic items, leather items, watches, jewellery, crockery,
decorative items, sport items, chocolates and many more. It competes with all the specialty
stores of different products which provide goods at a discounted rate all through the year.

38
5.4 MANAGEMENT CONCEPTS

5.4.1 PRODUCT
 Big Bazaar

 offers 100,000 SKUs of merchandize in a wide range of categories led by fashion and
food product.

 Apart from selling National Brands, Big Bazaar also sells around 50 private labels,
which generate an additional 10% margin

5.4.2 PRICE

• Big Bazaar is known as the “Indian Wal-Mart”, because they also use Every Day Low
Pricing (EDLP) strategy, with a promise to save on a basket of goods. Their pricing
strategy is as follows:

1. Value pricing

2. Promotional pricing

– Low interest financing

– Psychological discounting

– Special event pricing

3. Differentiated pricing

– Time pricing

4. Bundling

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5.4.3 PROMOTION
 Below the Line Promotion:

1) Seasonal Promotions (Public Holiday Sale)

2) Saal ke sabse saste 3 din

3 )Hafte ka sabse sasta din “Wednesday bazaar”

4) Exchange Offers

5) Future card (3% discount)

 Above the Line Promotion:

1) Giving Advertisement in Newspaper, Radio, Television, Internet

2) Partnership with Big FM 92.7(In store Radio)

5.4.4 PLACE

 The Big Bazaar stores are operational across three formats 1

1 ) Hypermarkets (40,000-45,000 sq ft)

2) Express format (15,000-20,000 sq ft)

3) Super Centers (Over 1 lakh sq ft)

 Currently there are 250+ stores in over 125 cities and towns across the country.

 One of the distinct features of their location is that it is easily accessible

 Big bazaar Ameerpet outlet in such a location where they can reach a large customer
base.

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5.4.5 PEOPLE

 Employees as considered as Big Assets

 As (100-250) working sales force for an outlet

 Sales force is professionally trained to assist all kinds of customers throught the day

 Shopping Assistance

 Training programs

 Use scenario planning as a tool for quick decision making multiple counters
for payment, staff at store to keep baggage and security guards at every gate, makes
for a customer-friendly atmosphere

5.4.6 PROCESS

 Big Bazaar provides a wide range of services to its customers trial rooms, elevators,
car parking, security, baggage counter , trolleys so that one could shop easily.

 After sale services for electronic items

5.4.7 RETENTION PROGRAMS

 Big Bazaar uses loyalty schemes for customer retention:

Profit Club

 Pay Rs. 10,000 upfront & shop for Rs. 1000 every month for an year

 Profit Club Rs. 5000 card was also launched with Rs. 5000 paid upfront & shopping
for Rs. 400 per month for 15 months

PAYBACK

 Big Bazaar has also tied up with PAYBACK, largest successful multi-partner loyalty
program

 With PAYBACK, customers can shop, save and get rewarded

41
 5.8 VISUAL MERCHANDISE

 VM decisions are taken by internal staff

 Decisions are based on the share of cell of a particular brand in that particular
category

 Brand with highest selling product in a category is displayed at extreme left and
moving right with decreasing sales

 In case of a new product launch, special promotional displays like standees are used
to highlight the product

 It creates Impulsive Buying from the customers.

5.9 NET PROMOTER SCORE

 Net Promoter Score (NPS) is a management tool that can be used to measure the
loyalty and satisfaction of a firm’s customers. The important thing about NPS is,
when measured right, it allows businesses to project their revenue changes and find
out the revenue affecting factors.

 Detractor(0-6)

 Passive (7-8)

 Promoter (9-10)

 FORMULA (%Promoters — %Detractors = Net Promoter Score)

5.10 BRAND IMAGE

 Is se sasta aur accha kahin nahi” Nothing captures the spirit of Big Bazaar better than
this one liner. It is a simple statement and yet it positioned at the top of Indian
customers mind.

 It shows that big bazaar was built on the foundation of entrepreneurship and
simplicity. They believe in service and value for the customers.

42
6.1 SUGGESTIONS

 Big bazaar should include more of branded products its product category so as to
attract the brand choosy people to come in to big bazaar.
 It should make different cash counters for different customers. Cash counter and
creditcard payment counter should be placed differently in order to reduce the rush
and save the customer‘s time. This will be a kind of motivator for the customers of
big bazaar.
 The service of the sales person is needed to be improved. Personal care should be
taken by the sales person for the customers so that the customers feel good.
 Proper signage should be there so that customer can locate the products easily
 Create awareness and manage home delivery services properly.
 The infrastructure is needed to be changed a bit during weekends as heavy crowd
comes in to big bazaar during those days.

6.2 CONCLUSION

We would like to conclude by saying that Big Bazaar has carved a niche for itself in the
retailing industry as a store that caters to customers from all classes, caters to their every
need at a reasonable price. Mr. Kishore Biyani the founder of Big Bazaar has emphasized
his personality to reflect on that of Big Bazaar which is “Indianess”.

His belief that only an Indian can understand an Indian has lead to the creation of such
creative ideas from his work force that Big Bazaar has struck an emotional chord in the
Indian customer so much so that the loyalty of the customer are driven to Big Bazaar

Their Sab Se Sasta din event of 26th Jan can now be called the maker for when democracy
for in retailing truly setting for a vast majority of urban Indians the Glitzy shopping malls
and modern retail formats where perceived to be expensive and exclusive. But on that
day, many urban Indian shed their inhibitions for the first time and visited Big Bazaar
stores located in shopping malls and thus Big Bazaar became a hit.

43
 BIBILOGRAPHY

REFERENCES

 Retailing Management, Author- Swapna Pradhan

 Marketing Management by Philip Kotler

 https://www.ibef.org/download/IT-ITeS-Report-Mar-20181.pdf
 https://www.futuregroup.in/aboutuswww.futureretail.in
 http://www.managementparadise.com/ashybhanu/documents/14339/logistics-in-big-
bazaar/
 http://www.careratings.com/upload/NewsFiles/SplAnalysis/Indian%20Retail%20Indu
stry%20-%20June%202017.pdf

SURVEY FORM

44
 “A Study on Effective Implementation of Retail Marketing Mix at Big Bazaar”

Dear customer,
Thank you for choosing our retail store and services. We would be glad if you could take
a few minutes to complete this questionnaire. Thank you for your time assistance.

CUSTOMER INFORMATION

1. Gender □ Male□ Female

2. Age □ <21 □ 21 – 35 □ 36 – 50 □ >50
3. How often do you shop at our store?

□ Daily
□ Once a week or more□ 2 - 3 times a month
□ Once a month□ every 2- 3 months

Question SD D N A SA

Big bazaar offers High quality merchandise

Offers several brands to choose from a category

Visual appearance of products in the store is

pleasant

Big bazaar offers overall lowest price in the area

Consistently provides the best value for money

Fast checkout

Store location is close to where I live

Store Atmosphere and decoration are appealing

I love shopping here because of profit club card

and other privilege cards

Seasonal promotions are available

I am well informed of the promotions held

Trained sales person

45
Providing necessary advices by personnel to
shoppers.

Home delivery services are fast

All the free services are provided at all the

time(Alterations, coupons, Gift wrapping)

Overall, I am satisfied with Big Bazaar

*SD - Strongly Disagree

*D - Disagree
*N - Neutral
*A - Agree
*SA – Strongly agree

THANK YOU FOR YOUR RESPONE!

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