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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
CERTIFICATE
By Rajesh Kumar has been carried out under my supervision and that this
work has not been submitted elsewhere for a degree.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
ABSTRACT
Retail is India’s largest industry, accounting for over 10 per cent of the country’s
GDP and around eight per cent of the employment. Retail industry in India is at the
crossroads. It has emerged as one of the most dynamic and fast paced industries
with several players entering the market. But because of the heavy initial
investments required, break even is difficult to achieve and many of these players
have not tasted success so far. However, the future is promising; the market is
growing, government policies are becoming more favorable and emerging
technologies are facilitating operations. Retailing in India is gradually inching its
way toward becoming the next boom industry. The whole concept of shopping has
altered in terms of format and consumer buying behavior, ushering in a revolution
in shopping in India. Modern retail has entered India as seen in sprawling shopping
centers, multi-storied malls and huge complexes offer shopping, entertainment and
food all under one roof. The Indian retailing sector is at an inflexion point where the
growth of organized retailing and growth in the consumption by the Indian
population is going to take a higher growth trajectory. The Indian population is
witnessing a significant change in its demographics. A large young working
population with median age of 24 years, nuclear families in urban areas, along with
increasing working-women population and emerging opportunities in the services
sector are going to be the key growth drivers of the organized retail sector in India.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
ACKNOWLEDGEMENT
The thesis what I have presented is not the made outcome of my labor alone. There
are dozens of hands buttressed me all through the programme it doesn’t go without
thanking all of those who constantly keep me on the move.
I would like to give heartily thanks to ICFAI University, Jharkhand who have given
us an opportunity to learn something practical apart from books by including the in-
plant training in our MBA Programme.
I express my gratitude to Faculty Guide Dr. Kausik Dutta who has supported me to
complete this thesis.
I would like to express my most sincere thanks and gratitude to External guide Mr.
Somen Banerjee (HR Manager, BIG BAZAAR) who have given a good support to grab
the external exposure and to complete a thesis in Big Bazaar.
I give my sincere token of thanks to all my faculties, relatives and friends who have
gathered me the wisdom of knowledge. This work is dedicated to my parents who
have supported me throughout my study.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
TABLE OF CONTENTS
TABLE OF CO
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
BASIC OF MARKETING
TABLE OF CONTENTS
HISTORY
The practice of marketing is almost as old as humanity itself. A Market was
originally simply a gathering place where people with a supply of items or capacity
to perform a service could meet with those who might desire the items or services,
perhaps at a pre-arranged
arranged time.
Such meetings embodied many aspects of today's marketing methods, although
sometimes in an informal way. Sellers and buyers sought to understand each other's
needs, capacities, and psychology, all with the goal of getting the exchange of items
or services to take place. Today's New York Stock Exchange had its humble
beginnings as an open air market located at Wall Street in New York City.
The rise of Agriculture undoubtedly influenced markets as the earliest means mea of
'mass production' of an item, namely foodstuffs. As agriculture allowed one to grow
more food than could be eaten by the grower alone, and most food is perishable,
there was likely motivation to seek out others who could use the excess food, before
itt spoiled, in exchange for other items.
In 1960 Theodore Levitt wrote a journal article called Marketing Myopia. This is
said to have really begun the marketing craze. In it he discussed that the big
manufacturing industries at the time were misinterpretin
misinterpreting g what industry they were
part of. He stated that until you fully understood the industry you were part of you
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Product
Product is, of course, the thing (or service) that you have to offer to the customers.
There are a number of thing about the product you should evaluate. It is important
to understand your product from the customer’s point of view.
Product Description
It is critical to be able to say in one clear sentence why your product is perfect for a
specific buyer and what it does best.” To (target audience), (product name) is the
type of (product) that (performs this task)."
Product Name
It is more important to be descriptive than creative. There are some exceptions to
this - such as music band names. One of the best ways to determine a name for a
product is to have a brainstorming session. The rules of brainstorming are:
1. No ideas are rejected or criticized
2. It is a free form "brain dump"
3. Someone is in charge of writing the ideas on a board where everyone can see
them.
4. After the ideas a generated, they are ranked by preference.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Product Adaptability
By understanding how adaptable your software is, you can incorporate the
necessary elements into your marketing. There are five factors for measuring how
"adaptable" a new product is:
• Relative advantage of the product: How superior is the innovation to the
product or other problem-solving methods it was designed to compete
against?
• Compatibility: Does it fit with current product usage and customer activity?
• Complexity: Will difficulty or confusion arise in understanding the
innovation’s basic idea?
• Divisibility: How easily can trial portions of the product be purchased?
• Communicability: How likely is the product to appear in public places where
it is easily seen and studied by potential users?
Example - Product Music CD
What is it that you are selling?
You could say you are selling music, or an experience, or a feeling, or yourself. But
the bottom line is that you want people to buy your CD.
Note: Producing CDs has many advantages over producing tapes. CDs can be
produced for about $2 - $3 each, and you can charge $10 - $20 for them. CDs give a
professional, polished impression, and it is the media of choice for music listeners.
Ah. But what about tickets you sell to a show? Or T-shirts you sell? Aren't these
your product? Not really. They are ways to promote your CD. Everything you do
should be done with the end result of selling CDs.
Environment
In order to begin positioning a product, two questions need to be answered:
1. What is our marketing environment?
2. What is our competitive advantage?
The marketing environment is the external environment. Some things to consider:
• How is the market now satisfying the need your software satisfies?
• What are the switching costs for potential users for your market?
• What are the positions of the competition?
The competitive advantage is an internal question. What do you have that gives you
advantage over your competitors. Some things to consider:
• Is your company small and flexibility?
• Do you offer low cost and high quality?
• Does your product offer unique benefits?
• Are you the first on the market with this product (First mover advantage)?
Positioning Strategies
There are seven positioning strategies that can be pursued:
• Product Attributes: What are the specific products attributes?
• Benefits: What are the benefits to the customers?
• Usage Occasions: When / how can the product are used?
• Users: Identify a class of users.
Segmentation
There are three types of segmentation:
1. Mass Marketing or Undifferentiated Marketing: Go after the whole market
with one offer and focus on common needs rather than differences
2. Product-variety Marketing or Differentiated Marketing: target several market
segments and design separate offers for each
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Positioning Differences
The differences that are promoted for a product must be:
• Important: The difference delivers a highly valued benefit to the target
buyers.
• Distinctive: Competitors do not offer the difference, or the company can offer
it in a more distinctive way.
• Superior: The difference is superior to other ways that the customer might
obtain the same benefit.
• Communicable: The difference can be explained and communicated to the
target buyers.
• Preemptive: Competitors cannot easily copy the difference.
• Affordable: Buyers can afford to pay the difference.
• Profitable: Company can introduce the difference profitably.
Place
Place, or distribution channel, is the method for making your product available to
the consumer.
Functions
Price
Price is the amount of money charged for a product or service or the value
exchanged for the benefits of the product or service.
For a new product, you must understand your positioning before you set a price.
Make sure it is not too low, or the product will not be taken seriously. If it is too
high, the potential customer will not take the risk.
Pricing Strategies
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Price Adjustment
The following are price adjustments based on changing situations:
• Discount & Allowance: reduced prices to reward customer responses such as
paying early or promoting the product
• Discriminatory: adjusting prices to allow for differences in customers,
products, and locations
• Psychological: adjusting prices for psychological effects. Ex: $299 vs. $300
• Value: adjusting prices to offer the right combination of quality and service at
a fair price
• Promotional: temporarily reducing prices to increase short-run sales
• Geographical: adjusting prices to account for geographic location of customer.
• International: adjusting prices in international markets
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Objectives
The objectives that are met by promoting are to move the target market through the
following phases:
“It is believed that consumers cannot skip over a phase, but they need to move
through them. Promotion is used to move the target market from one phase to
another to finally purchase.”
The Offer
The offer needs to be identified before you begin any promoting. What are you
offering the target customer? What do you want the target market to do?
One mistake that can be made is to create a promotional advertisement and not tell
the customer what to do. You should prompt the customer and tell them to "call this
number to place an order" or "download this software from our web site".
Measuring Response
Testing different offers, advertisements, direct mail letters, lists, and promotion
techniques can tell you what method is most effective. There is a trade-off. Testing is
expensive. You need different versions of promotions, which raises production
expense. You need to track the results, which takes time. But the information you
gather could help you reduce wasteful, ineffective spending in the future.
If you decide to test, make sure you have a method for measuring response. You can
do this by first asking the customer where they heard about you when taking the
order, if it is a telephone order. If it is an order form that they mail back to you, you
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Remember, you are trying to reduce the perceive risk of purchasing your product.
By providing a Web page, you are moving the target market through the
communication cycle from unawareness to purchase.
Also, you are trying to reach innovators and early adopters. These people are
actively searching for better ways to meet their needs. The Web is a natural place
for them to go to look for you.
The difficulty with the Web is all of the noise out there. It is very crowded and
difficult to be noticed. Register with the entire search engines, such as Yahoo and
Alta Vista. Make sure that there are keywords in your web site that will attract your
target audience.
Direct Mail
An average response rate for direct mail is about 1%. This depends on the offer, the
mailing list, the target audience, the creative (how the direct mail piece looks), and
the timing of the mailing. There is a whole industry built around direct mailing.
List Selection
A list is the names and addresses that you use to send your direct mail piece. This
list is very important to the success of a mailing. Some experts place 40% - 60% of
importance to the list and 40% - 60% to other combined factors, such as offer, sales
• Compiled List: Names and addresses from a common source - such as a phone
book. These lists are the least expensive, but have the lowest response rate.
• Mail Order Buyer Lists: Names and addresses of people who have responded
to direct mail in the past. Lists can be selected by lifestyle or special interests.
These lists respond better than compiled lists.
• Publication Lists: Names and addresses of people who subscribe to a
particular magazine. General interest magazines tend to have a lower
response rate than special interest magazines. Special interest newsletters
have a small circulation, but if this group is your target market, it can have a
better response rate than other lists.
• Donor Lists: Names and addresses of people that are of interest to non-profit
organizations.
• House Lists: Names and addresses owned by a specific company of customers
and inquires of their product.
You can narrow lists down by demographic information, such as gender, geographic
location, income, homeowners, frequency of purchase, regency of purchase, and
monetary (amount) of purchase. Regency of purchase tends to be a good indicator of
response rate. The older the names, the less likely the response - although you must
test your lists to determine how old is old.
Make sure that the company renting you the list has merged/purged it for duplicate
names, has updated the names and addresses using NCOA (National Change of
Address), and cleaned the file (removed all non-deliverables from the list). You
should have in your contract you get credit for names that are returned for non-
delivery.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Common Measurements
• Cost per acquisition = Total Cost of Mailing / Number of Responders (people
who ordered).
• Cost per piece = Total Cost of Mailing / Number of People Mailed.
• Response rate = Number of Responders / Number of People Mailed.
Response rates to prospects (non-customers) average around 1%.
Response Mechanism
One of the most important parts of your direct mail piece is the response
mechanism. This is the device that the prospect will use to place the order (or
request information).
In designing your response mechanism or order form you need use all you have
thought about so far - your offer, your product, the benefit it gives your customers,
the price, and the risk reducer (such as a money back guarantee or a free trial
period).
Make it easy for the prospect to place the order. Give them many ways to do it -
telephone, e-mail, fax, mail back order form.
Tell them exactly how to pay for the order.
The response card should be easy to fill out, offer as few choices as possible, be
short, and be easy to read and understand.
Although using a postcard may be cheaper, people will not put confidential
information on a postcard. They will not put credit card number or even name and
phone number on something everyone can read. Use a business reply envelope,
Product Brochure
This piece of the direct mail can be made a little more "slick" than the sales letter
will be. The brochure will describe your product, the technical specifications, and
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
the benefits to the customer, and testimonials from other customers, any free trial
period, and money back guarantee.
Include the company's name, address, phone number, fax number, and web address.
Sales Letter
The first line of a sales letter is a headline. It should give the reader immediately the
benefits of the offer being made. This is the first thing a reader will read. The P.S. at
the bottom of the letter is the second thing a read will read. Be sure to add a P.S. to
your letter, giving the offer, the benefits, the free trial period, and the deadline.
The average length of the sales letter is 4 pages long. Two pages long are considered
a short length letter and six or more is considered a long length letter. Printing on
both sides of a page test as well as one sided print.
The use of push dates test better than no push dates. A push date is a deadline for
the prospect to order - "PLEASE RESPOND BY MONDAY". If you are going to use a
specific date, allow for at least three weeks for delivery for third class mail.
Envelope
The first thing the prospect sees is the envelope. Some people use this to print a
"teaser" copy on the front of the envelope. This could be used to hint at what great
offer lies inside if they just would open the letter.
The risk is that the teaser copy immediately tells the prospect that this is another
advertisement junk mail piece, and it may not get opened as a result.
If you do use teaser copy, make sure that whatever is promised on the outside is
fulfilled on the insider. Otherwise the person will be angry, and therefore, no sale.
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Classified Advertisements
Although it may nice to be able to take out a full color, full page advertisement in an
industry magazine, it is very expensive and will not reach your target market of the
innovators and early adopters. This target market will read the classified ads in the
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Press Releases
A press release is an announcement of a new product release. Editors may take this
information and publish it as news in their magazine or newspaper. This is a great
way to get free publicity.
To send a press release, you should prepare a press kit that includes:
• Cover letter to the editor
Press release product announcement
Product features sheet
• Corporate background sheet
Evaluation product
Technical specifications sheet (if any)
Reprint of any past articles
Names of end user contacts and comments
Picture of your product
The editor may take your product announcement, make some modifications to it by
hand, and send the original to be printed. In general, editors like to have the press
releases double spaced with plenty of margin room.
There can be a 3-4 month lead time before your press release is published.
If possible, tie your press release into current events or human interest. It has a
better chance of being published.
Don't write your press release like an advertisement. Any claims you make be sure
to back them up with user testimonials.
Tailor your press release to each publication, or at least each type of publication.
Mass mailing press releases don't usually get published. Also, send your press
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Product Reviews
Magazines have product review editors that review it in an article or column. This
can provide great exposure. However, it can also be risky. What damage will it do if
you get a bad review? Before pursuing this promotional activity, it may be safest to
fully complete testing, and have contacted many new customers to get their
feedback on the product. Make sure there are no surprises.
Choose a magazine your target market is reading. You can always use quotes from
the review in your promotional material for other promotions. With more people
accepting the product, the faster you will move past the early adopters and
innovators.
Call the magazine for the name of the correct person to send the product to. Ensure
that this person gets a full product.
Be available for questions. If a reviewer has problems, there will usually be a phone
call to the company first.
Example - Promotion Your Music
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
INTRODUCTION TO RETAIL
TABLE OF
What is retailing?
Retailing involves selling products and services to consumers for their personal or
family use. Department stores, like Burdines and Macy's, discount stores like Wal- Wal
Mart and K-Mart,
Mart, and specialty stores like The Gap, Zales Jewelers and Toys 'R' us,
are all
ll examples of retail stores. Service providers, like dentists, hotels and hair
salons, and on-line
line stores, like Amazon.com, is also retailers.
Many businesses, like Home Depot, are both wholesalers and retailers because they
sell to consumers and building contractors. Other businesses, like The Limited, are
both manufactures and retailers. Regardless of other functions these businesses
perform, they are still retailers when they interact with the final user of the product
or service.
Retailing consists
nsists of the sale of goods or merchandise, from a fixed location such as a
department store or kiosk, in small or individual lots for direct consumption by the
purchaser. Retailing may include subordinated services such as delivery. Purchasers
may be individuals
viduals or businesses. In commerce, a retailer buys goods or products in
large quantities from manufacturers or importers, either directly or through a
wholesaler, and then sells smaller quantities to the end
end-user.
user. Retail establishments
are often called shopsops or stores. Retailers are at the end of the supply chain.
Manufacturing marketers see the process of retailing as a necessary part of their
overall distribution strategies.
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Most retailers have employees learn facing; a hyperreal tool used to create the look
of a perfectly-stocked store (even when it's not).
Retail pricing
The pricing technique used by most retailers is cost-plus pricing. This involves
adding a markup amount (or percentage) to the retailers cost. Another common
technique is suggested retail pricing. This simply involves charging the amount
suggested by the manufacturer and usually printed on the product by the
manufacturer.
In Western countries, retail prices are often so-called psychological prices or odd
prices: a little less than a round number, e.g. $6.95. In Chinese societies, prices are
generally either a round number or sometimes a lucky number. This creates price
points.
Often prices are fixed and displayed on signs or labels. Alternatively, there can be
price discrimination for a variety of reasons. The retailer charges higher prices to
some customers and lower prices to others. For example, a customer may have to
pay more if the seller determines that he or she is willing to. The retailer may
conclude this due to the customer's wealth, carelessness, lack of knowledge, or
eagerness to buy. Price discrimination can lead to a bargaining situation often called
haggling — a negotiation about the price. Economists see this as determining how
the transaction's total surplus will be divided into consumer and producer surplus.
Neither party has a clear advantage, because the threat of no sale exists, whence the
surplus vanishes for both.
Retailers who are overstocked, or need to raise cash to renew stocks may resort to
"Sales", where prices are "marked down", often by advertised percentages - "50%
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Retail types
There are three major types of retailing. The first is the market, a physical location
where buyers and sellers converge. Usually this is done on town squares, sidewalks
or designated streets and may involve the construction of temporary structures
(market stalls). The second form is shop or store trading. Some shops use counter-
service, where goods are out of reach of buyers, and must be obtained from the
seller. This type of retail is common for small expensive items (e.g. jewelry) and
controlled items like medicine and liquor. Self-service, where goods may be handled
and examined prior to purchase, has become more common since the Twentieth
Century. A third form of retail is virtual retail, where products are ordered via mail,
telephone or online without having been examined physically but instead in a
catalog, on television or on a website. Sometimes this kind of retailing replicates
existing retail types such as online shops or virtual marketplaces such as eBay.
Buildings for retail have changed considerably over time. Market halls were
constructed in the Middle Ages, which were essentially just covered marketplaces.
The first shops in the modern sense used to deal with just one type of article, and
usually adjoined the producer (baker, tailor, cobbler). In the nineteenth century, in
France, arcades were invented, which were a street of several different shops,
roofed over. From this there soon developed, still in France, the notion of a large
store of one ownership with many counters, each dealing with a different kind of
article was invented; it was called a department store. One of the novelties of the
department store was the introduction of fixed prices, making haggling unnecessary
and browsing more enjoyable. This is commonly considered the birth of
consumerism. In cities, these were multi-story buildings which pioneered the
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
In addition to the enclosed malls, there are also strip malls which are 'outside' malls
(in Britain they are called retail parks. These are often connected to supermarkets
or big box stores. Also, in high traffic areas, other businesses may lease space from
the supermarket or big box store to sell their goods or services from. A recent
development is a very large shop called a superstore. These are sometimes located
as stand-alone outlets, but more commonly are part of a strip mall or retail park.
Local shops can be known as brick and mortar stores in the United States. Many
shops are part of a chain: a number of similar shops with the same name selling the
same products in different locations. The shops may be owned by one company, or
there may be a franchising company that has franchising agreements with the shop
owners (see also restaurant chain).
Some shops sell second-hand goods. Often the public can also sell goods to such
shops, sometimes called 'pawn' shops. In other cases, especially in the case of a
nonprofit shop, the public donates goods to the shop to be sold (see also thrift
store). In give-away shops goods can be taken for free.
There are also 'consignment' shops, which is where a person can place an item in a
store, and if it sells the person gives the shop owner a percentage of the sale price.
The advantage of selling an item this way is that the established shop give the item
exposure to more potential buyers.
The term retailer is also applied where a service provider services the needs of a
large number of individuals, such as with telephone or electric power.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
buying. In addition, retailers may provide many extra services, from personal
shopping to gift wrapping to delivery, that increase the value of products and
services to consumers.
The Future of Retailing
Advances in technology, like the Internet, have helped make retailing an even more
challenging and exciting field in recent years. The nature of the business and the
way retailing is done are currently undergoing fundamental changes. However,
retailing in some form will always be necessary. For example, even though the
Internet is beginning to make it possible for manufacturers to sell directly to
consumers, the very vastness of cyberspace will still make it very difficult for a
consumer to purchase every product he or she uses directly. On-line retailers, like
Amazon.com, bring together assortments of products for consumers to buy in the
same way that bricks-and-mortar retailers do.
In addition, traditional retailers with physical stores will continue to be necessary.
Of course, retailers who offer personal services, like hair styling, will need to have
face-to-face interaction with the consumer. But even with products, consumers
often want to see, touch and try them before they buy. Or, they may want products
immediately and won't want to wait for them to be shipped. Also, and perhaps most
importantly, in many cases the experience of visiting the retailer is an important
part of the purchase. Everything that the retailer can do to make the shopping
experience pleasurable and fun can help ensure that customers come back.
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How?
A series of activities are required to frame a strategy. These include:
• Management interviews
• Organization assessment
• Segment analysis
• Competitive performance analysis
• Customer research
• Capturing target segments ‘Share of Mind’
• Analysis of different format options
• Analysis of merchandise mix
• Analysis of various price points
• Rollout plan
• Business feasibility plan
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Mass Discounter mass General discount advertising stand-alone self corp. chain
strip-center
Warehouse Store mass General discount advertising stand-alone self corp. chain
Category Killer mass Specialty discount advertising stand-alone assorted corp. chain
competitive strip center
Department Store specialty General competitive advertising shopping area assorted corp. chain
shopping mail
e-Retailer mass general discount advertising online seller self corp. structure
specialty specialty competitive
full
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TABLE OF
It was only in late the 1980’s that organized retailing started in India. Till 1990’s the
organized retailing industry was dominated by manufacturer-owned owned retail store like
Raymonds, Grasim, S kumars and Bombay Dyeing. With liberalization of Indian
economy in 1990 multi-national
national players like Nanz entered in Indian retailing
industry. Encouraged by the response to branded retail stores, IndIndian
ian entrepreneurs
set up retail chains like Viveks, Nilgiris and Cotton World. Now the retailing industry
is flooded with large stores, shopping malls and multiplexes. Shopper’s Stop,
Lifestyle, West Side, Pantaloons, Giant, Food World, Croosword and Big Bazaar B are
some of the big names in the organized retailing industry.
The retail customer of India in 21st century is different from those in 1980’s & 90’s.
Retail strategies need to be continuously assessed in view of changing
demographics and new buying p patterns.
atterns. There is an increase in the number of small
households with working couples. Their children including teenagers have high
purchasing power. With emergence of call centers which employ young graduates,
many of them stay in cities away from parents
parents. Thus,, the purchasing power of the
young has increased considerably. The increasing number of Indians working in
multinational companies, frequent trips abroad, and to a certain extent the media
have all played their part in increasing brand consciousness among customers. They
equate brand with quality, prestige and status. Hence, retailers should strive to
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SHOPPER INTELLIGENCE
TABLE OF
Specialist shopper research must be carried out to make sense of the retail
environment, and to gain an understanding of what motivates the shopper’s
behaviours and decisions in the store. “Global research spend allocated to retail,
including the shopper, is between 15 and 20 per cent. In South Africa only five per
cent of spend goes to retail, but it’s what everybody is talking about,” says Siemon
Scamell-Katz, founder, TNS Magasin, and global director of TNS Retail and Shopper.
The shopper retail/marketing industry is said to be worth R130 0 bn (and that’s just
the FMCG categories), according to Michael Broughton, acting CEO of the Consumer
Goods Council of SA (CGCSA).The good news is that there is a lot of research
innovation taking place. “There are a greater number of store pilots and targeted
shopper research going on. Retailers are waking up to it and they want category
Once this has been achieved, they can start asking the more complex questions
around shopper insights,” says Stephen Mawby, managing director of Glendinning
Management Consultants. He points to technology and software available in the UK,
which allows the marketer to input sales data obtained from the retailer, and then
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
“Research firms tend to complicate research feedback in this area and I have seen as
many as 18 shopper demographic profiles for one FMCG company in the same
channel, making it near impossible for a sales rep to execute a strategy,” says Dirks.
Classifications should be kept to a simple two to three shopper types per channel,
based on in-store observation.
It should also be kept in mind that a store owner is the best source of free
information about the shopper, category routes and pricing levers, so working more
closely with them will provide simpler, more cost-effective insights. Shopper
research: step by step Shopper research begins by understanding what happens
before the shopper enters the store. At this stage, the researcher is investigating the
brand equity pre-disposition (whether the shopper has a positive perception of the
The experience of the shopper both before and during the shopping process as well
as during consumption post-shopping will feed back into the pre-shop motivations,
and will inform future shopping missions and decisions.
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New technology
The use of technologies like infrared and radio frequency identification (RFID) have
not seen extensive rollout locally. “SA is essentially a follower in terms of
international technology developments. We do not anticipate much before 2011,”
says Broughton.
Coca-Cola SA, however, is reportedly using GPS trackers in trolleys to get maximum
exposure in-store by tailoring its execution standards by channel, geography and
shopper type. This allows Coca-Cola to ensure that the correct brand and pack mix is
available at the correct price and is communicated effectively in every outlet. “This
means moving away from a one-size fits all approach into a segmented approach
where the picture of success is altered for every outlet based on the variables. The
caveat, as always, is the capability of the sales and trade marketing folk to execute
against multiple pictures of success in various outlets,” says Dirks. The ultimate goal
will be for South African companies to manage day part marketing on this level.
RFID tracking sees the trolley being fitted with a device which tracks its path
through the store, as well as registering where the shopper lingers and for how long.
This is helpful in identifying the store hot spots from the shopper’s perspective.
Infrared-assisted research
Infrared technology was used by Nielsen’s US offices in the PRISM project to provide
traffic counts for different parts of a store; this allows the store to be rated a
Video mining
In the US, technology that was developed by homeland security is being used to
‘watch’ video recordings of the shopper in action and anonymously record their
demographics, while also analysing which store elements the shopper engages with
(www.videomining.com). However, shopper privacy is an issue.
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Eye-tracking
Eye-tracking could be useful for understanding what the shopper sees in the store.
But researchers say that there is a disconnect between what the shopper looks at
and what that actually does for decision-making in the store. This form of
observation must be layered with other methodologies for better insights.
MARI research is endorsed by the Point of Purchase Association (POPAI), which has
been established locally (www.popai.co.za). The MARI research aims to measure
engagement with in-store media and marketing messages. A sample of shoppers is
fitted with a clipcam (surgical camera, attached to their glasses, or a dummy pair of
glasses). This camera records what the shopper sees, and which brands and
marketing messages they interact with, to determine what sort of marketing works
and where it is best situated in the store.
There are concerns, however, that the cameras will impact shopper behaviour and
will compromise the research.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Brands and retailers are going to have to work more closely together as a key
component in maintaining profits for both parties is to keep the shelves stocked
with the right brands, at the right price. All too often, shoppers are faced with empty
shelves and products missing for inordinate amounts of time, eroding loyalty and
confidence in product, brand and retailer. Stephen Mawby, managing director of
Glendinning Management Consultants, compares SA’s retail market to those of more
developed countries, where the average store product range is very complex, and all
aspects of the service and supply chain have been refined. Locally, he says, there are
still issues around supply, store range, store layout and so on; retailers need to drive
the research that exposes the weak spots and highlight new opportunities. As stores
try to achieve this, we may see continued focus on ready to eat, prepared meals, and
also on healthy or organic foods; however, pricing needs to be carefully considered
(even premium shoppers will be cutting back and looking for value).
Another result of the tightening of purse strings will see the loyalty of high-end
retail shoppers being eroded as they switch to mid-range.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
COMPANY PROFILE
T
Pantaloon Retail (India) Limited, is India's leading retail company with presence
across multiple lines of businesses. The company owns and manages multiple retail
formats that cater to a wide cross
cross-section of the Indian society and is able to capture
almost the entire consumption basket of the Indian consumer. Headquartered in
Mumbai (Bombay), the company operates through 5 million square feet of retail
space, has over 331 stores across 40 cities in India and employs over 17,000 people.
The company registered a turnover of Rest 2,019 crore for FY 2007
2007-08
08
It owns and operates multiple retail formats including Pantaloons, Big Bazaar, Food
Bazaar, Central, E-Zone,
Zone, Fashion Station, Depot and many others.
Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion
retail chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket
chain that combines the look and feel of Indian bazaars, with aspects of modern
retail, like choice, convenience and hy
hygiene.
giene. Food Bazaar, food and grocery chain
and launch Central, a first of its kind seamless mall located in the heart of major
Indian cities, followed this. Some of its other formats include, Collection i (home
improvement products), E-ZoneZone (consumer elect
electronics),
ronics), Depot (books, music, gifts
and stationary), All (fashion apparel for plus plus-size
size individuals), Shoe Factory
(footwear) and Blue Sky (fashion accessories). It has recently launched its retailing
venture, futurebazaar.com.
Pantaloon Retail is listed on BSE and NSE with a turnover of Rs 2,018 crores for
financial year ended 2007-08. 08. Pantaloon Retail was selected as the Best of Best
Retailers in Asia by Retail Asia
Asia-Pacific Top 500 magazine in 2006.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned
to cater to the entire Indian consumption space. The Future Group operates through
six verticals: Future Retail (encompassing all retail businesses), Future Capital
(financial products and services), Future Brands (management of all brands owned
or managed by group companies), Future Space (management of retail real estate),
Future Logistics (management of supply chain and distribution) and Future Media
(development and management of retail media).
Future Capital Holdings, the group's financial arm, focuses on asset management
and consumer finance. It manages two real estate investment funds (Horizon and
Kshitij) and consumer-related private equity fund, Indecision. It also plans to get
into insurance, consumer credit and other consumer-related financial products and
services in the near future.
Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every
Indian Consumer in the most profitable manner." One of the core values at Future
Group is, 'Indian’s' and its corporate credo is - Rewrite rules, Retain values.
Our customers will not just get what they need, but also get them where, how and
when they need.
We will not just post satisfactory results, we will write success stories.
We will not just operate efficiently in the Indian economy, we will evolve it.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
We will not just spot trends; we will set trends by marrying our understanding of
the Indian consumer to their needs of tomorrow.
It is this understanding that has helped us succeed. And it is this that will help us
succeed in the Future. We shall keep relearning. And in this process, do just one
thing.
Big Bazaar is a chain of shopping malls in India currently with 29 outlets, owned by
the Pantaloon Group. It works on same the economy model as Wal-Mart and has had
considerable success in many Indian cities and small towns. The idea was pioneered
by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd.
Big Bazaar stores in Metros have a gaming area and kids play area for
entertainment.
Big Bazaar is not just another hypermarket. It caters to every need of customer’s
family. Where Big Bazaar scores over other stores is its value for money proposition
for the Indian customers.
At Big Bazaar, customer will definitely get the best products at the best prices --
Big Bazaar is a chain of shopping malls in India currently with 29 outlets, owned by
the Pantaloon Group. It works on it the economy model as Wal-Mart and has had
considerable success in many Indian cities and small towns. The idea was pioneered
by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Big Bazaar stores in Metros have a gaming area and kids play area for
entertainment.
At Big Bazaar, customer will definitely get the best products at the best prices --
that’s what Big Bazaar 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, sports goods and much more at prices
that will surprise customer. And this is just the beginning. Big Bazaar plans to add
much more to complete customers shopping experience.
Big Bazaar is Indian personification of retail. It’s like an Indian bazaar or mandi or
mela, the environment created by traders to give shoppers a sense of moment. Its
personality is of being an entity away from fancy or pretty and being authentically
"no-frills". Kishore Biyani never hired any foreign consultant for Big Bazaar which is
evident from Indian-specific personality of the brand. The brand’s personality is
self-explanatory by its tag-line only. This statement places Big Bazaar at the top of
We have a store opening virtually every fortnight; I have lost count now of how many I have opened."
- Kishore Biyani
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
TABLE OF
Big Bazaar has established itself in the first quadrant of Organization Value and
Customer Value Matrix. The SWOT Analysis of current strategy of Big Bazaar
elaborates the core competencies and areas of improvement. The key features that
have shaped in establishing of brand includes: -
• Big Bazaar ensures that no other kirana store / departmental store are offering
considerable
able discount compared to its own price. This helped Big Bazaar in being
the "value for money" store.
• Cheap and local products are heavily stocked in Big Bazaar which make it easier to
attract lower middle class category of customers.
• Promotion of kirana is rare event but Big Bazaar used this channel efficiently to
establish itself as national brand.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
TABLE OF
7P Analysis of Big Bazaar
7P Marketing Mix is more useful for services industries and knowledge intensive
industries. Successful marketing depends on number of key issues. The seven keys
issues are explained as: -
Product
Big Bazaar offers a wide range of products which range from apparels, food, farm
products, furniture, childld care, toys, etc. Products of all the major brands are
available at Big Bazaar.. Also, there are many in house brands promoted by Big
Bazaar. Big Bazaar sold over 300,000 pairs of jeans, 50,000 DVD DVD-players
layers and 25,000
microwave-ovens.
ovens. In all, the fashion, electronics and travel segments made up about
70% of sales. Last year, these categories made up only about 60%.
Price
line is "Is se sasta aur accha aur kahin nahi". They work on the model of
The tag-line
economics of scale. There pricing objective is to get "Maximum Market Share". The
various techniques used at Big Bazaar are: -
• Value Pricing (EDLP - Every Day Low Pricing): Big Bazaar promises consumers
• Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept
of psychological discounting (Rs. 99, Rs. 49, etc.) is used as promotional tool. Big
Bazaar also caters on Special
cial Event Pricing (Close to Diwali, Gudi Padva, and Durga
Pooja).
• Differentiated Pricing: Time pricing, i.e., difference in rate based on peak and non-
non
peak hours or days of shopping is also a pricing technique used in Indian retail,
which is aggressively used by Big Bazaar.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Place
• Big Bazaar stores are located in 50 cities with 75 outlets. Big Bazaar has presence
in almost all the major Indian cities. They are aggressive on their expansion plans.
Promotion
Big Bazaar started many new and innovative cross-sell and up-sell strategies in
Indian retail market. The various promotion techniques used at Big Bazaar include
"saal ke sabse saste teen din", Future Card (the card offers 3% discount), Shakti
Card,
Advertising has played a crucial role in building of the brand. Big Bazaar
advertisements are seen in print media, TV, Radio (FM) and road-side bill-boards.
People
They are one of the key assets for any organization. The salient features of staff of
Big Bazaar are: -
• Well-trained staff, the staff employed by Big-Bazaar are well-suited for modern
retail.
• Employs close to 10,000 people and recruits nearly 500 people every month.
• Multiple counters for payment, staff at store to keep baggage and security guards
at every gate, makes for a customer-friendly atmosphere.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Process
The goods' dispatch and purchasing area has certain salient features which include:
-
Physical Evidence
It deals with the final deliverable or the display of written facts. This includes the
current system and available facilities
facilities.
STUDY STORE
TABLE OF
BIG BAZAAR
As this store is big enough with 5 levels and 47 departments has long product range
and product depth. Ones a customer get inside the store he will find all kinds of
products available that may be Food item, Cosmetic, Electronic, Garments, Furniture
etc.
Because of these features it has a very good reputation in that area and customers
who are residing far away and in other areas they also visit the store.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
TABLE OF
President
Vice - President
Marketing Category
HR Manager Finance Manager Operation Head
Manager Manager
Asst Store
Manager
Dept Manager
Department
Information
Administration Manager
Technology
Cashing Marketing
Customer
Service Desk
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
RESEARCH METHODOLOGY
TABLE OF
Since the study is on retail sector first the detail study of the store is been conducted
about its Management team its structure the number of departments which all
brands does the store has, who are its suppliers about its warehouses.
Based on the topic objectives were set and to arrive at the opinion on objectives a
set of 100 questionnaires were designed of 10 questions and response is collected
from the customers who are visiting the store. For data collection Random
Convenient sampling method was ado
adopted
TABLE OF
To
o know the effective Marketing SStrategy
trategy which influence customer to purchase
p a
product of Big Bazaar in comparison to other retail company.
There is also a use of secondary data, collected from the various journals, books, and
websites & from company managers.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Company Websites
SAMPLING METHOD
TABLE OF
Since the study is restricted to Retail sector, all the functional Departments of Big
Bazaar and the respondents are found at the store only so according to the
convenience randomly they are being picked so sampling method is used in this
study is Random Convenient Sampling.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
TABLE OF
Q No 1: Which store first comes to your mind when you think of purchasing a
product?
Others retailer 8 8%
90%
80%
70%
60%
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
ANALYSIS:
From the survey, from 100 respondents, 77% of them gave 1st preference to Big
Bazaar 15% of them gave preference to Vishal Mega Mart and 8% were gave to
other retailer .
INTERPRETATION
Most of the customers are given 1st preference to Big Bazaar compare to other
retailers
Q No 2: From which source did you come to know about Big Bazaar outlet.
RESPONSE NO O
OF RESPONDENT PERCENTAGE
T .V Advertisement 23 23%
Hoardings 34 34%
News paper 31 31%
Buspaintings 12 12%
Total 100 100%
34%
31%
35%
30% 23%
25%
20%
12%
15%
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
ANALYSIS:
From the above graph i can come to know that, among 100 respondents, 23% of
them come to know about Big Bazaar through TV advt., 34% of the respondents told
that through Hoardings, 31% of them through news paper , and 12% came to know
through bus painting
INTERPRETATION:
Hoarding is the most influencing factor which is responsible for awareness of Big
Bazaar.
Yes 87 87%
No 13 13%
100%
90%
80%
70%
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
ANALYSIS:
Among the 100 respondents, 87% of them they are aware of promotional offers,
13% told they have told that they are not aware.
INTERPRETATION:
87% of customers are aware of promotional activity in the big bazaar.
Q No 4: Please choose below the factor which attracted you most at the Big Bazaar.
Offer 51 51%
Service 9 9%
Quality 23 23%
60%
51%
50%
30% 23%
Series1
17%
20%
9%
10%
0%
Offer Service Quality Availability
of products
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Analysis:
Among 100 respondent 51% of customer they have told that they are attracted by
the offers and 9% of them
hem told that they are attracted by service and 23% of them
told that they are attracted by quality and only 17% of them told that only for
availability of products
Interpretation:
Most of the people attracted towards big bazaar only for the promotional offers.
of So
offer is the most influencing factor among those.
Offer 43 43%
Service 11 11%
Quality 21 21%
43%
45%
40%
35%
25%
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
ANALYSIS:
Among 100 respondent 43 of them told that offer is responsible for their purchase
decision and 9 of them told that serv
service
ice and 23 of them told that quality and only 25
of them told that effective advertisement
INTERPRETATION:
Among those factor offer is the emerging factor which is responsible for purchase
decision of buyers
77%
80%
70%
60%
50%
40% Series1
ANALYSIS:
Among 100 respondent 77 of them told that the promotional activities of big bazaar
gives clear message and 23 of them told that they do not understood.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
INTEPRETATION:
Most of the people highly agree that promotional aactivity
ctivity of big bazaar gives clear
message
Q No: Will you advise anybody to visit Big Bazaar in your future shopping?
shopping
98%
100%
90%
80%
70%
60%
50% Series1
40%
30%
20%
2%
10%
0%
Yes No
INTEPRETATION:
Most of the respondent they would like to advise others in future shopping.
shopping
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Q No: Looking at the promotions of Big Bazaar does your purchase pattern
changes?
83%
90%
80%
70%
60%
50% Series1
40%
30% 17%
20%
10%
0%
1 2
ANALYSIS:
INTERPRETATION:
Most of the customer believed
ed that promotions is responsible for their purchase
decision.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
Q No 9: Would
ould you like to make your purchase under unexpected offers?
94%
100%
90%
80%
70%
60%
50% Series1
40%
30%
20% 6%
10%
0%
Yes No
ANALYSIS:
Among 100 respondents 94 of them they are interested to buy products under
INTERPRETATION:
Most of the customer interested to buy under unexpected offers only.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
SURVEY FINDINGS
TABLE OF
• From the sample size of 100 samples it is found tha
thatt the Brand is well
positioned in the
he minds of customers because 77
77%% of the respondent’s
preference is Big Bazaar for their shopping.
• Among 100 respondents, 23% of people told that 1st they came to know
through T V advertisement and 34 34% of people told that through hoardings
31%% of them told that tthrough news paper and finally 12%% of them
the highly
agree that through bus painting.
• Among the 100 respondents, 87% of them told that they are aware of
promotional activities
ctivities of big bazaar .only 13
13% of them told that
hat they are not
aware of promotional activity of big bazaar .
• Among 100 respondent 83 83% them told that promotions of big bazaar changes
their
eir purchase pattern and only 17
17%% told that does not changes.
• Among 100 respondent 94% of them told that they are interested to buy
products under unexpected offers and 6% of told that they do not buy.
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COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
CONCLUSION
TABLE OF
Indian retail sector is witnessing one of the most hectic Marketing activities of all
times. The companies are fighting to win the hearts of customer who is God said by
the business tycoons. There is always a ‘first mover advantage’ in an upcoming
sector. In India, that advantage goes to “BIG BAZAAR”. It has brought about many
changes in the buying habits of people. It has created formats, which provide all
items less than one roof at low rates.
The promotional activity of the company, which famous as Less Price than others as
it says ‘Nobody Sells Cheaper and Better!’ is made its pl
place
ace in minds of customer. As
the competition is becoming stiff in the market the activities conducted by the
company are unique, that have brought fruitful result to the company. Among them
sales Promotions is one of the leading activity or unique among al
alll other activities &
has high influence on the customer walk
walk-in.
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BIBLIOGRAPHY
TABLE OF
• Wikipedia: www.wikipedia.org
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