INDEX TOPICS PAGE NO.

1. EXECUTIVE SUMMARY. 5 2. OBJECTIVE. 5 3. INTRODUCTION 6 Overview of Indian retail industry.... 6 Future group.. 12 Big Bazaar. 15 4. MARKETING.. 20 5. LUCKNOW.. 21 Overview of city background.. 21 Demographics 22 6. COMPETITOR ANALYSIS. 23 7. CATCHMENT ANALYSIS.. 29 8. CONDUCTING IN STORE ACTIVITIES...40 Ms. Kitchen smart contest. Food-Food channel cookery competition. Nestle (MAGGI) promotional activity. L.G and Electrolux food garnishing competition activity. 9. SWOT ANALYSIS OF BIG BAZAAR. 70 10.CONCLUSION.. 71 11.SUGGETIONS FROM CUSTOMER 72 12.RECOMMENDATIONS.. 73 13. BIBLIOGRAPHY. 74

EXECUTIVE SUMMARY

The Indian retail industryone of the fastest growing industries in the country over the past couple of years is no exception. While 2008 showed growth for the industry on the whole, the last quarter of 2008 was impacted by the economic slowdown and liquidity crunch, and this is expected to continue in the current year. The year gone by was packed with several significant developments for the Indian retail industry, including the entry of many global players, growing acceptance of the modern formats, the success of many specialty retail formats, and the rising competition in the regional markets beyond the metros and Tier 1 cities. On the other hand, the after effects of the global economic turmoil are being felt in India as well, and the economy is expected to grow at a significantly lower rate over the next 2 years (between 5 to 7 percent according to various estimates*). Consequently, overall consumption levels, particularly discretionary spend and impulse purchases have been affected, which, in turn, has resulted in a lower growth rate for the industry for the current year.

Moreover, this trend is expected to continue in 2012. Given the industrys changing landscape and emerging challenges, the focus of industry players too is changing; with a strong emphasis on profitable growth in the current scenario. Hence, retail companies are increasingly concentrating on strengthening existing operations and assessing options for growth through consolidation, while continuing to innovate. Factors like renegotiating rentals, store rationalization, working capital management, regionalization, cost optimization and manpower resizing are some of the key Top of Mind (TOM) issues for retailers in the current context of the downturn. In the year 2004, the size of Indian organized retail industry was Rs 28,000 cr, which was only 3% of the total retailing market. Retailing in its present form started in the latter half of 20th Century in USA and Europe and today constitutes 20% of US GDP. The contribution of organized retail is expected to rise from 3% to 9% by the end of the decade. In India it has been found out that the top 6 cities contribute for 66% of total organized retailing. With the metros already been exploited, the focus has now been shifted towards the tier-II cities**. The 'retail boom', 85% of which has so far been concentrated in the metros is beginning to percolate down to these smaller cities and towns. The contribution of these tier-II cities to total organized retailing sales is expected to grow to 20-25%. In the year 2004, Rs 28,000 cr organized retail industry had Clothing, Textiles &fashion accessories as the
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highest contributor (39%), where as health & beauty had a contribution of 2%. Food & Grocery contributed to 18% of the total.

The Indian retail sector has witnessed a great change in the past couple of years. Changing lifestyle, higher disposable income coupled with greater affordability and a surge in advertising has been instrumental in bringing about a sea change in the consumer behaviour pattern and their shopping culture. Catchment analysis was done at Big Bazaar in Gomti Nagar, River Side Mall. The catchment area is divided into two parts 1. Localities of Gomti Nagar 2. important markets of Gomti Nagar. The outdoor survey was done in the households in these potential areas.

OBJECTIVE

Main objective: i. ii. iii. iv. Catchment Analysis of Big Bazaar Lucknow. Thursday property Generation for SAHARAGANJ Mall, Lucknow. Analyzing the in store customer feedback. Identifying the action plan for improving walk-in.

Sample design Sample Universe: The sample universe includes all the existing and potential customers of Lucknow district.

Sample Unit: The sample unit includes all the existing and potential customers of Big Bazaar, Lucknow catchment.

Sample Size: The sample size of customers which would be considered for the research is 500 respondents for in store analysis and for the catchment analysis both.

Secondary objective: To understand the activation and execution of BTL element. Marketing planning done at two level one is at ATL and other is at BTL level. ATL Above The Line and BTL Below The Line is marketing communication these are advertising techniques, or different strategies companies use to sell their product and can be used to build Brand awareness. ATL communication use media that broadcast and publish to mass audience nationally.
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BTL communication use media or different marketing tool that broadcast and publish to less audience locally. In Big Bazaar marketing is done at BTL level.

Extra in store activities: i. ii. iii. Organizing the mega event named Ms. Kitchen smart contest Organizing the cookery competition of FOOD-FOOD Channel By chef Rakesh shetty Organizing Nestle (MAGGI) promotional activity.

Data collection

Primary Data Primary data will be collected by taking interview from the potential respondents in the form of questionnaire. The questions in the questionnaire would be in the form of rating-scale, open-ended & close-ended questions which would be logically framed in order to achieve the above stated objectives. Secondary Data Secondary data will be obtained through information from previous literature, reports, newspapers, reference books, magazines and websites. Limitations of Study 1. People May not able to properly rate the parameters. 2. Results concluded may not be applicable to entire population. 3. Certain variables may have been ignored. 4. Customer choice is also based on geographic factors. 5. Macro-economic factors affect this industry to a large extent.

Chapter 1 INDUSTRY PROFILE

1. INTRODUCTION
Retailing is the business where an organization directly sells its products and services to an end consumer and this is for his personal use. By definition organization whether it is a manufacturer or a wholesaler is selling goods directly to the end consumer, it is actually operating in the Retail space. This industry has traveled a long way from a humble beginning to a situation where worldwide Retail sales are more than $ 7 Trillion.

1.1 OVERVIEW OF INDIAS RETAIL INDUSTRY 1.1.1 What is Retail?

Retail involves the sale of goods from a single point (malls, markets, department stores etc) directly to the consumer in small quantities for his end use. Retailing is a distribution channel function, where one organization buys products from supply firms or manufactures products themselves and sells directly to the consumers. In majority of retail situation, the organization, from whom a consumer buys, is a reseller of products obtained from others, and not the products manufacturer. However, some manufacturers do operate their own retail outlets in a corporate channel arrangement.

1.1.2 Indian Retail Industry

Retailing is considered as a sunrise industry today after InfoTech. It is the most happening industry with almost all the big players vying for a share of the coveted pie. Buoyed by a strong increase in private consumption, retailing is one industry that is waiting to explode. The Indian Retail sector has caught the worlds imagination in the last few years. Topping the list of most attractive retail destination list for three years in a row, it had retail giants like Wal-Mart, Carrefour and Tesco sizing up potential partners and waiting to enter the fray. Indias retail growth was largely driven by increasing disposable incomes, favorable demographics, changing lifestyles, growth of the middle class segment and a high potential for penetration into urban and rural markets. However, with the onset of the global financial crisis, Indian retailers have been

suffering from the effects of rapid credit squeeze, high operating costs and low customer confidence.

Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, Indian retail industry is one of the fastest growing industries in India especially over the last few years. Though initially, the retail industry in India was mostly unorganized, however with the change of taste and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30% annually. In the Indian retailing industry, food is the most dominating sector and is growing at a rate of 9% annually. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food. Since at present 60% of the Indian grocery basket consists of nonbranded items. As of now the retail sector in India accounts for approximately 33-35% of the GDP with 46% growth rate in past three years and employs 7% of the total Indian work-force.

According to the analysis done on January, 2012. Retail store:Number of firms Growth in EPS Growth in Sales : 37 : 6.19% : 8.85%

Growth in Dividends: 12.21% It is expected that by 2016, modern retail industry in India will be worth US$ 175- 200 billion.

1.1.2. A. Organized and Unorganized Retail

Organized Retail- Organized retail includes the licensed retailers i.e. those, who have registered themselves for sales tax/vat, income tax and routine regulatory checks. These are generally privately owned large businesses. Organized retailing has become more popular in big cities in India and most of
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the metropolitan cities and other big cities are flooded by modern organized retail stores. Many semirural areas have also witnessed entry of such organized retail outlets. Indias retail sector is estimated to touch US$833 billion by 2013 and US$ 1.3 trillion by 2018, with a compound annual growth rate (CAGR) of 10%, which is quite lucrative. The organized sector accounts for a mere 5% indicating a huge potential market opportunity that is lying in the waiting for the consumer-savvy organized retailer. Purchasing power of Indian urban consumer is growing and branded merchandise in categories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even jewelry are slowly becoming lifestyle products that are widely accepted by the urban Indian consumers. Opportunities for the Organized Retail Sector in India 1. Indias booming economy is a major source of opportunity. It is the third largest in the world in terms of purchasing power. India is the second fastest growing major economy in the world. 2. India's huge population has a per capita income of Rs 44,345. 3. The proportionate increase in spending with earnings is another source of opportunity. 4. With the Indian economy now expected to grow at over 8% and with average salary hikes of about 15%, manufacturers and retailers of consumer goods and services can expect a major boost in consumption. 5. The Demography Dynamics are also favorable as approximately 60 per cent of Indian population is below the age of 30. 6. Increasing instances of Double Incomes in most families coupled with the rise in spending power. 7. Increasing use of plastic money for categories relating to Apparel, Consumer Durable Goods, Food and Grocery etc. 8. Increased urbanization has led to higher customer density areas thus enabling retailers to use lesser number of stores to target the same number of customers. Aggregation of demand that occurs due to urbanization helps a retailer in reaping the economies of scale. 9. With increased automobile penetration and an overall improvement in the transportation infrastructure, covering distances has become easier than before. Now a customer can travel miles to reach a particular shop, if he or she sees value in shopping from a particular location. Unorganized Retail- unorganized retailing refers to the traditional kirana shops, general/departmental stores, paan/beedi shops etc. if we talk about the statistics, the market share of unorganized retail sector is 97% of the total retail sector, as compared to organized retail sector, which accounts for only 2-3%. This data is even after the presence of big corporate giants like Tata, Reliance etc
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1.1.3. Major Retailers in India

A. Future Group
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, operates some of Indias most popular retail formats that include Pantaloons, Big Bazaar, Central, Home Town, Ezone and Food Bazaar. While retail forms the core business activity of Future Group, the group has developed significant presence in consumer finance, capital, insurance, brand development, retail media and logistics. Headquartered in Mumbai (Bombay), the company details are given below.

Food and Grocery: Big Bazaar, Food Bazaar. Home solution: Hometown, Furniture Bazaar, Collection-i. Consumer Electronics: e-zone E-tailing: Futurebazaar.com Entertainment: Central: shop, eat and celebrate.

B. Tata Group
Tata group is another major player in Indian retail industry with its subsidiary Trent, which operates Westside and star India Bazaar. Establish in 1998, it also acquired the largest book and music retailer in India Landmark in 2005. Trent owns over 4 lakh sq. ft retail space across the country.

C. RPG Group
RPG Group is one of the earlier entrants in the Indian retail market, when it came into food and grocery retailing in 1996 with its retail Foodworld stores. Later it also opened the pharmacy and beauty care outlets Health & Glow.

D. Reliance
Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail market. Its expecting its sales to reach Rs. 90000 crores by 2010.

E. AV Birla Group
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AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis Phillipe, Allen Solly, Van Heusen, and Peter England are quite popular. Its also investing in other segments of retail. It will invest Rs. 8000-9000 crores by 2010.

1.1.4. The Supply chain

Manufacturers: Manufacturers are the ones who are involved in production of goods with the help of machines, labour and raw materials. Wholesalers: The wholesalers are the one who purchases the goods from the manufacturers and sells to the retailers in large numbers but at a lower price. A wholesaler never sells goods directly to the end users. Retailer: A retailer comes at the end of the supply chain who sells the products in small quantities to the end users as per their requirement and need. The end user goes to the retailer to buy the goods (products) in small quantities to satisfy his needs and demands. The complete process is also called as shopping. Shopping: The process of purchasing products by the consumer is called as shopping. However there are certain cases where shopping does not always end in buying of products. Sometimes individuals do go for shopping but return home empty handed. Such a shopping is merely for fun and is called window shopping. In window shopping, individuals generally go to the market, check out various options and their prices but do not buy anything. This kind of shopping helps to break the monotony.

1.1.4. Current FDI Policy in respect of Retail sector in India

Keeping in mind the welfare motive, India has kept the retail sector closed for the foreign investors in order to protect the interest of the 15 million small retail store-owners. Currently, the foreign investor can make investments as per following guidelines: 1. FDI up to 100% for cash and carry wholesale trading and export trading allowed under the automatic route.
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2. FDI up to 51% with prior Government approval for retail trade of Single Brand products. (Now 100% allowed vide notification dated 11/Jan/2012) 3. FDI is not permitted in Multi Brand Retailing in India. 1.1.5. Retailing formats in India 1. Malls 2. Specialty Stores 3. Discount Stores 4. Department Stores 5. Hyper marts / Supermarkets 6. Convenience Store 7. MBOs 8. E-trailer

Malls: Mall is largest form of organized retailing today. Located mainly in metro cities, in proximity to urban outskirts they range from 60,000 sq ft to 7, 00,000 sq ft and above. They lend an ideal shopping experience with an amalgamation of product, service and entertainment, all under a common roof. Examples include Shoppers Stop, Pyramid, and Pantaloon.

Specialty Stores: Focusing on specific market segments and have established themselves strongly in their sectors. Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World are few of the examples.

Discount Stores:

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As the name suggests, discount stores or factory outlets, offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season. The product category can range from a variety of perishable/ non perishable goods. Discount Circuit is one such example. Department Stores: Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further they are classified into localized departments such as clothing, toys, home, groceries, etc. Hyper marts/Supermarkets: Large self service outlets, catering to varied shopper needs are termed as Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food & grocery organized retail sales. Super Markets can further be classified into mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales. Convenience Stores: These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to the convenience premium. MBOs: Multi Brand outlets, also known as Category Killers, offer several brands across a single product category. These usually do well in busy market places and Metros. E-trailers: Retailers providing online buying and selling of products and services.

Conclusion For a start, these retailers need to invest much more in capturing more specific market. Intelligence as well as almost real-time customer purchase behavior information. The retailers also need to make substantial investment in understanding/acquiring some advanced expertise in developing more accurate and scientific demand forecasting models. Re-engineering of product sourcing philosophiesaligned more towards collaborative planning and replenishment should then be next on their agenda. The message, therefore for the existing small and medium independent retailers is to closely examine what changes are taking place in their immediate vicinity, and analyze Whether their current market offers a
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potential redevelopment of the area into a more modern multi-option destination. If it does, and most commercial areas in India do have this potential, it would be very useful to form a consortium of other such small retailers in that vicinity and take a pro-active approach to pool in resources and improve the overall infrastructure. The next effort should be to encourage retailers to make some investments in improving the interiors of their respective establishments to make shopping an enjoyable experience for the customer. As the retail marketplace changes shape and competition increases, the potential for improving retail productivity and cutting costs is likely to decrease. Therefore, it will become important for retailers to secure a distinctive position in the marketplace based on value, relationships or experience. Finally, it is important to note that these strategies are not strictly independent of each other; value is function of not just price, quality and service but can also be enhanced by Personalization and offering a memorable experience. In fact, building relationships with customers can by itself increase the quality of overall customer experience and thus the perceived value. But most importantly for winning in this intensely competitive marketplace, it is critical to understand the target customer's definition of value and make an offer, which not only delights the customers but also is also difficult for competitors to replicate.

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FUTURE GROUP

1.2.1 Overview of company

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, operates some of Indias most popular retail formats that include Pantaloons, Big Bazaar, Central, Home Town, Ezone and Food Bazaar. While retail forms the core business activity of Future Group, the group has developed significant presence in consumer finance, capital, insurance, brand development, retail media and logistics.

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The groups retail formats bring in around 250 million customer footfalls every year and provide a platform for over 30,000 small, medium and large entrepreneurs in India to sell their products and services to these customers. The group has a retail presence in 85 cities and 65 rural destinations and employs over 35,000 people directly.

The groups flagship enterprise, Pantaloon Retail India Limited was founded in 1987 and is listed in the Bombay Stock Exchange and National Stock Exchange since 1991. The company along with its subsidiaries operates around 16 million square feet of retail space in the country. Other group companies include, Future Capital Holdings, a financial services company, Future Ventures, engaged in operating and investing in allied businesses, Future Supply Chain Limited which operates a nation-wide logistics and warehousing network, Future Brands India Limited, a brand and intellectual property rights development corporation and Future Human Development Limited, an educational and manpower training company with campuses in Ahmadabad, Bangalore and Kolkata that offers degree programs in association with IGNOU.

Over the years, the group has also developed successful partnerships with Indian and foreign companies. The group has partnered with Tata Group to operate the brand T24 as a telecom service provider for its customers. It also operates rural retail chain in partnership with Godrej Group. The group also has exclusive brand license partnerships with leading global brands like Lee Cooper, Converse, Callaway, Prince, Spalding and Wilson.

1.2.2. Vision Future group shall deliver Everything, Everywhere, Every time for Every Indian customer in the most profitable manner. 1.2.3. Mission We share the vision and belief that our customers and stake holders shall be served only by
creating and executing future scenarios in the consumption space leading to economic development.

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 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
driving force to make us successful.

1.2.4. Values Indianness: confidence in ourselves. Leadership: To be a leader, both in thought and business. Respect & Humility: To respect every individual and be humble in our conduct. Introspection: Leading to purposeful thinking. Openness: To be open and receptive to new ideas, knowledge and information. Valuing and Nurturing Relationships: To build long term relationship. 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.

1.2.5 Strategy
Future Groups strategy is aimed at achieving inclusive, sustained and profitable growth with three layers.

1.2.6. KEY COMPANIES:

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RETAIL Future Value Retail Limited Pantaloon Retail (India) Limited

FINANCE Future Ventures (India) Limited

SERVICES Future Supply Chains Limited Future Human Development Limited Future Media (India) Limited Future Corporate Resources Limited

1.3BIG BAZAAR 1.3.1 Overview of Big Bazaar

Big Bazaar is a chain of hypermarket in India. Currently, 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 is part of Future Group, which also owns the Central Hypermarket, Brand Factory, Pantaloons, eZONE, Hometown, futurebazaar.com, KB's Fair Price to name a few and is owned through a wholly owned subsidiary of Pantaloon Retail India Limited

1.3.2 Strategy
3-C THEORY
According to Kishore Biyanis 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:

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India one: Consuming class which includes upper middle and lower middle class (14% of India's population). India two: Serving class which includes people like drivers, household helps, office peons, liftmen, washermen, etc. (55% of India's population) and 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, Future Group emerged as a retail destination for consumers across all classes in the Indian society.

1.3.3 Innovation
WEDNESDAY BAZAAR Big Bazaar introduced the Wednesday Bazaar concept and promoted it as Hafte Ka Sabse Sasta Din. It was mainly to draw customers to the stores on Wednesdays, when least number of customers are observed. According to the chain, the aim of the concept is "to give homemakers the power to save the most and even the stores in the city don a fresh look to make customers feel that it is their day". SABSE SASTA DIN With a desire to achieve sales of Rs 26 Crore in a one single day, Big Bazaar introduced the concept of "Sabse Sasta Din". The idea was to simply create a day in a year that truly belonged to Big Bazaar. This was launched on January 26, 2006 and the result was exceptional that police had to come in to control the mammoth crowd. The concept was such a huge hit that the offer was increased from one day to three days in 2009 (24 to 26 Jan) and to five days in 2011 (22-26 Jan).

MAHA BACHAT Maha Bachat was started off in 2006 as a single day campaign with attractive promotional offers across all Big Bazaar stores. Over the years it has grown into a 6 days biannual campaign. It has attractive offers in all its value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar catering to the entire needs of a consumer. THE GREAT EXCHANGE OFFER On February 12, 2009 Big Bazaar launched "The Great Exchange Offer", through with the customers can exchange their old goods in for Big Bazaar coupons. Later, consumers can redeem these coupons for brand new goods across the nation. Public Holiday Sale On April 28, 2012 Big Bazaar launched Public Holiday Sale as a 4 day campaign with attractive promotional offers across all Big Bazaar stores. It has attractive offers in all value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar, and Furniture Bazaar. Catering to the entire needs of a customer.
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1.3.4 Time line

2001 2002 2003 2004 2005 2006 Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1,37,367 shopping bill. The Sangli farmer becomes Big Bazaars largest ever customer. Big Bazaar launches Shakti, Indias first credit card program tailored for housewives Navaras the jewellery store launched within Big Bazaar stores 2007
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Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and Hyderabad

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

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

Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar awarded the countrys 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 turnover on a single day

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.

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 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 2009 Big Bazaar opens its second store in Assam at Tinsukia Big Bazaar initiates Maha Annasantarpane 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 Mahendra Singh Dhoni and Asin, youth icons of India, were chosen as the brand ambassadors of Big Bazaar Big Bazaar announced the launch of 'The Great Exchange Offer' Formed a joint venture with Hidesign to launch Holii, a new brand of handbags, laptop bags and other accessories. 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 Indias 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.

2010 Future Value Retail Limited is formed as a specialized subsidiary to spearhead the groups 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 Vidya Balan was chosen as the brand ambassador of Big Bazaar's Price Challenge exercise
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 2011 2012

Ranked 6 among the Top 50 Service Brands in India.

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 . 200th store opened in India Future Group has launched its latest venture, Foodhall 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.

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.

1.3.5. Line of Business Big Bazaar normally has number of departments as follows:1. Food Food department contain both Food and Nonfood section like fruits groceries, golden harvest etc. 2. Fashion- Fashion department contains variety of clothes for children, mens, ladies. 3. General Merchandise- General Merchandise deals in three sets Plastic, Utensils and Crockery. 4. Electronic- Electronic department contains variety of electronic brands like Samsung, Hitachi, Koryo, etc. 5. Furniture Furniture department contains variety of furniture like Dining table, Sofa sets etc.
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6. Home Fashion- Home fashion contains variety of accessories which help in decorating homes. 7. Footwear- Footwear section contains variety of sandals, shoes of knighthood brand which is owned Big Bazaar only. 8. Luggage- Luggage section contains variety of luggage like American Tourister, VIP, etc. 9. Navras / Star Stira- Navras section particularly deals in GOLD, it sells Gold items and Star Stitar is a beauty parlor. 10. Food Service- Food Services is provide healthy snacks item to the customer at affordable price. 11. Toys and stationary- Toys and stationary department contains variety of soft toys , video games etc. 12. T24- T24 is the sim card launched by Future Group in partnership with TATA.

2. MARKETING
2.1. Key Responsibility Area of Marketing in Big Bazaar

3. LUCKNOW 3.1 An Overview of City Background

Located in what was historically known as the Awadh region, Lucknow has always been a multicultural city. Courtly manner, beautiful gardens, poetry, music, and fine cuisine patronized by the Persian-loving Shia Nawabs of the city are well known amongst Indians and students of South Asian culture and history. Lucknow is popularly known as the The city of Nawabs. It is also known as the Golden City of Nawabs. It is also known as the Golden City of the East, Shiraz-i-Hind and The Constantinople of India. Today, Lucknow is a vibrant city that is witnessing an economic boom and is among the top ten fastest growing non-major-metropolitan cities of India. It is the second largest city in Uttar Pradesh State. The Unique combination of its cultured grace and newly acquired pace is its most promising feature the augurs well for the future. Situated in the heart of the great Gangetic plan Is surrounded by its rural town and villages like the orchard town of Malihabad, historic Kakori, Mohanlalganj, Gosainganj, Chinhat, Itaunja. On its eastern side lies Barabanki District, on the western side is Unnao District, on the southern side Raebareli District, and on the northern side the Sitapur and Hardoi districts.
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The Gomti River, the chief geographical features, meanders through the city, dividing it into the Trans-Gomti and Cis-Gomti regions.

3.2 Demographic
The majority of Lucknows population compromises people from Central and Eastern Uttar Pradesh. However Bengalis, Punjabis and Anglo-Indians have also settled in large numbers.

According to the Census of India 2001:

Number of households is 6,44,269 Household size (per household) is 6. Type of houses (% of household occupying) 1. Permanent :70.6 2. Semi-permanent: 7.7 3. Temporary : 21.7

Type of Household
22% 8% 70% permanent semi permanent temporary

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4 Competition Analysis- Big Bazaar & Competitors

4.1 Competitor Analysis- Competitors all over Lucknow

New store

4.2 Competitor Analysis- Our Major Competitor: SPENCER

4.3 Snapshot of Spencers Hyper

Spencers Hyper is situated in India Nagar. The distance between our new store, Big Bazaar Eldee Plaza and Spencers Hyper is 50 meters

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Strength: Spencers have good brand awareness among the consumer Major focus on upper middle class group by laying more emphasis on quality.

Weakness: The consumers are not satisfied by the offers introduce by the spencers. Variety of products is less in comparison with other competitors. Promotional schemes are not attractive.

4.4 SWOT Analysis: Spencers

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Opportunities Should adopt strategies better marketing

Threats Big Bazaar is the huge threat to Spencers Footfall is less in comparison from the other competitor.

5. Catchment Analysis 1. Big Bazaar through City Map

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RESEARCH METHODOLOGY
Sources of data Primary sources: Primary data is collected from the customers of Big Bazaar Secondary sources: Secondary data is collected from company records, literature, Internet Research approach Research design Research instrument Contact method Analysis for representation : : : : : Survey method Descriptive research design Questionnaire Personal contact Bar diagram

Sampling Plan: Sampling unit Sample size Sampling method : : : Customers 210 Convenience sampling method

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1. Analysis through statistical representation:

Interpretation: the above diagram shows that out of 210 customers 73% are male

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Interpretation: the above diagram shows the distribution of age of the customers. 58% 0f the customers fall in the young age group that is 18-25. Which shows that customers falling in this age group are generally of working class and they dont have much time and Big Bazaar being the shopping hub, it become easier for them to shop under one roof.

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Interpretation: the above diagram shows that 61.43% of the customers visit the store casually whereas 38.57% of customers visit the store was preplanned.

Interpretation: the above diagram shows the 50% customer visit the store with family and 43% customer visit the store with friends, which shows that Big Bazaar is much popular among the family member of the customers and youth.

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Interpretation: the above diagram shows that 41.4% customers visit the store on monthly basis which shows that they mainly buy from Big Bazaar when they are with their monthly salary in hand and 28.6% customer visit the store weekly.

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Interpretation: the above diagram shows the distribution of items purchased by the customer. 25% of the customer buys food from the Big Bazaar and 15% of the customer buys apparels.

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Interpretation: the above diagram shows the outcome of marketing strategies used by Big Bazaar. 56% of the customer noticed the newspaper advertisement which shows it as a successful marketing tool and 27% of the customer noticed the banners of the Big Bazaar advertisement which prove it to be the next best marketing tool.

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Interpretation: the above diagram shows the customer view about using marketing tool. 34% of the customer wants the newspaper advertisement which shows it as a successful marketing tool and 31% of the customer wants the Big Bazaar advertisement through SMS which make it to be the next best marketing tool.
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FINDINGS
At Lucknow the store currently has an image that of a discount store. This takes away the image that they sell quality products and that shopping is an experience here. The general public at Lucknow does not consider shopping as a wasteful extravaganza. This is a good indicator of a good future ahead for Big Bazaar Lucknow as, here shopping is turning out to a family experience. There is a huge opportunity for store-in-store to cater to specific local items during local festivals and occasions. tchment area study help store to know about the demographic profile of customer, existing competitors, entertainment zone, dinning and help to know where customers are currently going for shopping and reason for the same. ost of the retail store having in-house brands to compete with private label and customer also ready to purchase in-house brand if it suits to price their range and stuff they actually want. ustomer service is one of important factor that influence the customer to visit stores. Offers/discounts also the factor that help store to increase number of footfalls.
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ost of customer is aware of loyalty program of branded retail store and being a member of this store also influence customer to go for shopping in the same store. It was found that, 58% of the respondents fall in range between18 years to 25 years, 19% of the respondents fall in range between 26 years to 30 years, 10% of the respondents fall in range between 31 years to 35 years, 5% of the respondents fall in range between 36 years to 40 years, 4% of the respondents fall in range between 41 years to 49 years and 4% of the respondents fall above 50 years. It is revealed from the data that only 1% of the respondents lives within 1 KM range from Big Bazaar, 10% of the respondents lives within 1-3 KM range, 18% of the respondents lives within 3-5 KM range, 49% of the respondents lives within 515 KM range, 4% of the respondents lives within 15-30 KM range and 19% of the respondents lives above 30 KM range. It is revealed from the data that 38.57% of the respondents visit on pre planned basis and 61.43% of the respondents visit the sore on casual basis. It is revealed from the data that 7% of the respondents visit alone, 50% of the respondents visit with family and 43% of the respondents visit with their friends. It is revealed from the data that 1.4% of the respondents visit daily, 28.6% of the respondents visit weekly, 17.6% of the respondents visit fortnightly, 41.4% of the

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respondents visit monthly and 11% of the respondents visit occasionally to the store. It is evident from the data that 25% of the respondents normally visit the store to buy food products, 15% of the respondents normally visit the store to buy apparels, 13% of the respondents normally visit the store to buy electronic products, 12% of the respondents normally visit the store to buy from PUC (Plastics/Utensils/Crockery) section, 12% of the respondents normally visit the store to buy products from toys/sports/stationary section and 12% of the respondents normally visit the store to buy home fashion products. It was found that only 7% of the respondents had seen Big Bazaar offer leaflets, 56% of the respondents had seen Big Bazaar offers in newspaper advertisement, 9% of the respondents had seen Big Bazaar offers in sms form, 27% of the respondents had seen Big Bazaar offers on banners, none of the respondents had seen Big Bazaar offers live on radio and 1% of the respondents had noticed Big Bazaar offers through auto announcement. It was found that 13% of the respondents wants Big Bazaar offers through leaflets, 34% of the respondents wants Big Bazaar offers through newspaper advertisement, 31% of the respondents wants Big Bazaar offers through SMS, 21%

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of the respondents wants Big Bazaar offers through banners display, and only 1% of the respondents wants Big Bazaar offers through auto announcement. It is evident from the data that in case of price Big Bazaar get 7.62149104 average rating whereas competitors gets 6.756228 average rating by respondents. It is evident from the data that in case of product quality Big Bazaar get 7.71622605 average rating whereas competitors gets 6.936944 average rating by respondents. It is evident from the data that in case of product availability Big Bazaar get 7.50801681 average rating whereas competitors gets 6.842542 average rating by respondents. It is evident from the data that in case of staff knowledge Big Bazaar get 7.55652605 average rating whereas competitors gets 6.927242 average rating by respondents. It is evident from the data that in case of store ambience Big Bazaar get 7.44737087 average rating whereas competitors gets 6.709598 average rating by respondents.

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 It is evident from the data that in case of shopping experience Big Bazaar get 7.34245651 average rating whereas competitors gets 6.666472 average rating by respondents. 12. Recommendations Every week certain activities to be planned so that foot falls can be maintained. Marketing team needs a support from category team so that marketing team will get proper offers on time and publish it in the newspaper or announce in the radio before the promotion started Under stocking is the grave situation which can hamper the foot fall of the store. Hoarding comes out as the major marketing tool so marketing team should communicate their promotion for creating pre hype amongst the customer in big promotions. As hoarding is one of the major marketing tools so marketing team should hire four hoardings in the catchment of the all four Big Bazaars on yearly so that if customer wants to see what is going on in the Big Bazaar can easily get from those hoardings. Regular feedback should be taken from the customer and implemented accordingly.

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 Property generation is task, we have to conduct a major research for property generation for a long time, like Thursday thok bazaar

13. Bibliography http://www.futuregroup.in/ http://bigbazaar.futurebazaar.com

http://www.slideshare.net/bnharsha/big-bazaar-project03-final http://www.caclubindia.com/articles/fdi-in-indian-retail-sector-highlights-analysis12546.asp#.T88MMrBh95g

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