SUMMER INTERNSHIP REPORT

Of

PROJECT TITLE

MARKETING DYNAMICS IN RETAIL SECTOR

(Submitted in partial fulfillment of the requirements of

Master of Business Administration in Retail Service)

By

Ran Vijay Singh Yadav

Roll No. 118066880

Batch 2011-13

MBA in Retail

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 CERTIFICATE

This is to certify that this project report entitled “MARKETING DYNEMIC IN

RETAIL SECTOR” submitted to IGNOU, Delhi as this internship program is a
bonafide record of work done by “RAN VIJAY SINGH YADAV”, a student of
FUTURE INNOVERSITY, Noida, MBA – RETAIL 2011-2013 Batch, under my
supervision at the “Big Bazaar, Z- Squire Mall Kanpur store” From “19th June 2012
to 18th August 2012”.

Countersigned by

DATE: - 24-08-2012 (Group Head / Divisional Head)

PLACE: - Future Innoversity (Designation and address)

NOIDA (U.P.)

2
 DECLARATION

I RAN VIJAY SINGH YADAV, studying at Future innoversity – IGNOU (New

Delhi), having roll no.118066880 hereby declare that the project report entitled-
“MARKETING DYNAMICS IN RETAIL SECTOR” is produce of my
sincere effort under the guidance of Mr. PANKAJ DAS (Store H.R. of Big Bazaar z
Squire Mall Kanpur), This Summer Internship Project Report is being submitted by
me alone and has not been submitted to any other educational institutions for any
other purpose.

DATE: - 24-08-2012 RAN VIJAY SINGH YADAV

PLACE: - Future Innoversity Roll no. 118066880

NOIDA (U.P.) MBA – RETAIL

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 ACKNOWLEDGEMENT
A successful project can never be prepared by the single effort or the person to whom
project is assigned , but it also demand the help and guardianship of some conversant
person who helps in the undersigned actively or passively in the completion of
successful project.

I acknowledge my deep sense of gratitude to MR. ANURAG SHRIVASTAVA

(DEPARTMENT MANAGER) & PANKAJ DAS (STORE HR) for providing me
their valuable guidance and constant co-operation at every step of the project. This
project was indeed the outcome of his clear vision and helpful attitude. Without his
support and encouragement, the successful completion of this project would not have
been possible.

I also thank MR PARV KAPOOR(MARKETING MANAGER) & Mr.

MAHENDRA(DEPATMENT MANAGER) for the help and support, and giving
the opportunity to work in the practical world and having confidence to assign me the
assignments.

I would like to express my special regards and thank wholeheartedly to Prof.

Dr. PRIYANK AZAD & Mrs. SAUMYA TRIPATHI (AOM), Future
Innoversity.

I convey my gratitude to all the staff of “Big Bazaar” for their kind co-operation
throughout my project.

Finally, I would like to thank our friends and my family members for giving me
constant support and encouragement.

THANK YOU ALL

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 TABLE OF CONTENTS

Sr. Title Page No.

No.

1 Certificate 2

2 Declaration 3

3 Acknowledgement 4

4 Industry Profile 6

5 Retail Formats‟ in India 8

6 Company Profile 10

7 Big Bazaar 13

8 Organization Structure of Big Bazaar 15

9 Marketing Elements 21

10 Finding & Recommendations 28

11 Conclusion 30

12 Methodology 31

13 Profiling a Department Manager 33

14 Graphical Analysis of Questionnaire 42

15 SWOT Analysis 54

16 Bibliography 56

17 Questionnaire 57

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 Industry profile

The Retail scene

„Retail‟ the term which is the buzzword in today‟s day to day life is not at all a new
concept and was there since the barter trade days. But the fact is that it has been
modified, changed and has been given a new look and thus it has come under the
flood-lights. Retailing includes all the activities in selling goods or services directly
to final consumers for personal, non-business use.

A retailer or retail store is any business enterprise whose sales volume comes
primarily from retailing. Any organization selling to final consumers- whether it is a
manufacturer, whole-seller, or retailer- is doing retailing. It doesn‟t matter how the
goods or services are sold ( in person, by mail, telephone, vending machine, or on the
internet) or where ( in a store, on the street, or in the consumer‟s home).

There is no doubt that the Indian retail scene is booming. A number of large
corporate houses , Tata, Raheja‟s, Piramal‟s, Goenka have already made their foray
into this arena, with beauty and health stores, supermarkets, self-service music stores,
new age book stores, every-day-low-price stores, computers and peripherals stores,
office equipment stores and home/building construction stores. India‟s retailing boom
is the result of rapid globalization and the recognition of being a very potential
market by big giants and foreign companies making the market more competitive.
This has caused existing retailers to re-tailor their strategies to suit the new
landscapes.

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Today Indian market is a „hot cake‟ in the field of retail and is enticing enough for
every retailer to eye for a bigger piece of it. When we talk about organized retailing
at present it is over 10% of country‟s GDP and around 8% of the employment. The
trends that are driving the growth of the retail sector in India are-

Rising incomes

Increasing consumerism in urban area

Upswing in rural consumption

Low share of organized retailing

Falling real estate prices

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 Retailing Format in India

Malls:
The largest form of organized retailing today, located mainly in metro cities, in
proximity to urban outskirts ranges from 60,000 square ft. to 7,00,000 square 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:

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer
Crossword, RPG's Music World and the Times Group's music chain Planet M, are
focusing on specific market segments and have established themselves strongly in
their sectors.

Discount Stores:

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.

Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer
needs. It is further classified into localized departments such as clothing, toys, home,
groceries, etc.
Departmental Stores are expected to take over the apparel business from exclusive
brand showrooms.

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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 in to 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 convenience premium.

MBO’s:
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.

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 COMPANY PROFILE

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, operates
some of India‟s 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. The
group‟s 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 destinat in 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.ons
and employs over 35,000 people directly. 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.
Some of the include joint ventures includes ones with Generali, an Italy-based
insurance major which is among the three largest insurers in the Europe, Staples Inc,
the largest office stationery retailer in the world and French fashion brand, Celio. The
group also has exclusive brand license partnerships with leading global brands like
lee cooper
Converse, Callaway, Prince, Spalding and Wilson.
Cooper, Converse,Callaway, Prince, Spalding and Wilson.

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Future Group understands the soul of Indian consumers. As one of India‟s retail
pioneers with multiple retail formats, we connect a diverse and passionate community
of Indian buyers, sellers and businesses. The collective impact on business is
staggering: Around 220 million customers walk into our stores each year and choose
products and services supplied by over 30,000 small, medium and large entrepreneurs
and manufacturers from across India. And this number is set to grow.
Future Group employs 35,000 people directly from every section of our society. We
source our supplies from enterprises across the country, creating fresh employment,
impacting livelihoods, empowering local communities and fostering mutual growth.
We believe in the „Indian dream‟ and have aligned our business practices to our
larger objective of being a premier catalyst in India‟s consumption-led growth story.
Working towards this end, we are ushering positive socio-economic challenges.

Future Group Mission and Vision

Group Vision
Future Group shall deliver Everything, Everywhere, Every time for every Indian
Consumer in the most profitable manner.
We shall deliver
Everything,
Everywhere,
Every time,
For every Indian consumer in most profitable manner

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 Future Group Mission
We share the vision and belief that our customers and stakeholders shall be served
only by creating and executing future scenarios in the consumption space leading to
economic development.
We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments – for classes and for masses.
We shall infuse Indian brands with confidence and renewed ambition.
We shall be efficient, cost- conscious and committed to quality in whatever we do.
We shall ensure that our positive attitude, sincerity, humility and united
determination shall be the driving force to make us successful.

Core Values of Company

 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 relationships.

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

 Adaptability: - to be flexible and adaptable, to meet challenges.

 Flow: - to respect and understand the universal laws of nature.

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 BIG BAZAAR

Big Bazaar was launched in September, 2001 with the opening of its first four stores
in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years,
there are now 148 Big Bazaar stores in 80 cities and towns across India.
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.
Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and
is now present within every Big Bazaar as well as in independent locations. A typical
Big Bazaar is spread across around 50,000 square feet of retail space. While the
larger metropolises have Big Bazaar Family centres measuring between 75,000
square feet and 1,60,000 square feet, Big Bazaar Express stores in smaller towns
measure around 30,000 square feet.
Most of the Big Bazaar stores are multi-level and are located in stand-alone buildings
in city centers as well as within shopping malls. These stores offer over 200,000
SKUs in a wide range of categories led primarily by fashion and food products.
Big Bazaar is part of Future Group and is owned through a wholly owned subsidiary
of Pantaloon Retail India Limited that is listed on Indian stock exchanges.
 Big Bazaar wins its first award and national recognition. Big Bazaar and Food
Bazaar awarded the country‟s most admired retailer award in value retailing and food
retailing segment at the India Retail Forum
 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

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About Big Bazaar Hyper mart

Outlet 162 outlets in India till date

Parent group Future Value Retail Ltd.

Owner Kishor Biyani (CEO)

Founded 2001

Head quarter Jogeswari, Mumbai

Industry Retail

Website www.bigbazaar.com

Tag line “NAYE INDIA KA BAZAAR”

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ORGANISATIONAL STRUCTURE OF BIG BAZAAR

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 PRODUCT AND SERVICES

Big bazaar product are divided into two parts

Food bazaar

Big bazaar

FOOD
BAZAAR

FOOD NON FOOD STAPLES FNV

TASTY CLEAN GOLDEN FRESH

SACH CARE MATE FB ATTA
TREAT MATE HARVEST &PURE

FNV

Under FnV three things are essential

SOTING
GREDING
DISPLAY

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 BIG BAZAAR

FOOT WEAR ELECTRONICS GARMENTS LUGGAGE

KNIGHT
DG&J DG&J SPUNK KORYO SANSU PINK&BLUE MILIESTONE
HOOD

MIX & MATCH BB BTAND

SHRISHTI

LEE COOPER

LUGGAGE

MILESTONE

PRE- REGULAR
PURCHASE PURCHASE

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SERVICES

T24

PAY
CSD
BACK

T-24

T-24 was launched on 18th Nov 2010 in U.P East under future group it is a mobile
service which was started by BIG BAZAAR with collaboration of TATA DOCOMO

PAY BACK CARD

It‟s an INDIA‟S largest loyally program .The motive behind this was to provide more
services to the customers

OTHER SERVICES
Free home delivery of electronic items.
Free alteration cost
30days exchange policy
Wheel chair facilities

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 PROJECT

“MARKETING DYNAMICS IN RETAIL SECTOR”

MEANING OF MARKETING DYNAMICS-

The pricing signals that are created as a result of changing supply and demand levels
in a given market

MARKETING DYNAMICS OF BIG BAZAAR

1-MARKET ELEMENTS

2-7Ps

3-4Cs

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 MARKETING ELEMENTS

Innovative OOH(Out of
Printing Out door
home)

Leafleats Richa branding Gantry

Invitation cards Mall gate Cantt lever

Shopping bags insert Bus branding Unipolls

Newspapers Mobile van Hoardings

Seven P‟s of Marketing

All the retail services‟ seven P‟s which are associated with Big Bazaar are:

1. Product mix
2.Pricing
3.Place
4.Promotion
5.People
6.Physical evidence
7.Process
All seven P‟s are placed and maintained well in Big Bazaar weather it is vast and
diverse range of prducts in product mix or various promotional ways of Big Bazaar or
it‟s systematic process to handle & operate working ot it‟s efficient workforce; all
take its important place in co-ordinating & processing in Big Bazaar.

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 PRODUCT MIX
Apparels Food Farm Chill station Home &
product personal
care

Denims Staples Fruits Soft drinks Shampoos

& t-shirts

Fabric Ready to eat Vegetables Packaged Detergents

& cut piece juices

Formal wear Ready to cook Imported Milk items Soaps

fruits

Casual wear International Dairy Frozen foods Liquid wash

food products

Party wear Spices Ice creams Creams

Ethnic wear Imported Deodorants

bazaar

Accessories Tea & Coffee Home

Cleaners

Undergarments Utensils

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Dress materials Plastics

Sarees Crockery

Night wear Sundries

E-bazaar Fashion & Furniture Child care &

jewellery bazaar toys

Television sets Footwear Bazaar Living room Kids wear

Washing machine Beauty care Bed room Toy bazaar

Personal care Navara Kitchen Stationary

mBazaar Star parivar Dining room Child care

Microwaves Meena binder Kids room

Small appliance Been bags

Refrigerators Paintings

Laptops Decorative items

Computer
accessories

Kitchen
appliances

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PRICING

1. Value pricing: Big Bazaar performs win loyal customers by charging fairly low
price for a high-quality offerings. Thus it reengineering the company‟s operations to
become low cost producers without sacrificing quality, to attract large no. of value
oriented customers. Big Bazaar practices High- low pricing, in which they charge
high prices on daily basis and in some promotional activity they lower there prices
temporarily.

2. Promotional pricing
Low interest financing: Instead of cutting prices, company offers low-interest
policies.
Psychological discounting: It involves by setting up high prices then offering
the products at substantial savings “Was Rs 359 Now at Rs 299.”
Special event pricing: Big Bazaar establishes special prices on special events to
draw in customers “Saal ka Sbse Bada Din”

3. Differentiated pricing: Companies often adjust their price to accommodate

difference in customers, places, products, location and so on.
Time pricing: in this Big Bazaar practices prices varied by season, day or hour.

PLACE

Potential developed areas

High traffic areas
Online trade
Designed to look crowded
Where real estate value boom is predicted

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4-PROMOTION

Below
•Coupon ,discounts,more of the product at
normalprice,gift with
purchase,competition,andprizes

the line
Above
•Giving advertisment in TV,newspaper,sms
,internet(own website which gives online
shopping services)
•Patnership with big flix,bigFM 92.7

the line
Other promotions of Big bazaar

Kitchen festival
Best deal
MMB(MONTHLY MAHA BACHAT 1499 ke khared par paye 2kg sugar free)
Saal ke sabse sastey 5 din
Haftey ke sabse sasta din-Wednesday
Great Indian shopping festival.
6 DAY MAHA BACHAT.

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PEOPLE

An essential ingredient to any service provision is the use of appropriate staff and
people. Recruiting the right staff and training them appropriately in the delivery of
their service is essential if the organization wants to obtain a form of competitive
advantage. Consumers make judgments and deliver perceptions of the service based
on the employees they interact with. Staff should have the appropriate interpersonal
skills, attitude, and service knowledge to provide the service that consumers are
paying for. Many British organizations aim to apply for the Investors In People
accreditation, which tells consumers that staff are taken care of by the company and
they are trained to certain standards.

PROCESS

Refers to the systems used to assist the organization in delivering the service.
Imagine you walk into Burger King and you order a Whopper Meal and you get it
delivered within 2 minutes. What was the process that allowed you to obtain an
efficient service delivery? Banks that send out Credit Cards automatically when their
customer‟s old one has expired again require an efficient process to identify expiry
dates and renewal. An efficient service that replaces old credit cards will foster
consumer loyalty and confidence in the company.

PHYSICAL EVIDENCE

Where is the service being delivered? Physical Evidence is the element of the service
mix which allows the consumer again to make judgments on the organization. If you
walk into a restaurant your expectations are of a clean, friendly environment.

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 Physical evidence is an essential ingredient of the service mix, consumers will make
perceptions based on their sight of the service provision which will have an impact on
the organizations perceptual plan of the service.

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 LEARNING’S

MY LEARNING WAS DIVIDED INTO TWO PARTS

MARKETING

IN DOOR OUT DOOR

PROMOTION PROMOTION
INDOOR PROMOTION

MPM (Merchandise presentation manual)

It contains details on basics of VM basic of color theory, display and blocking

general guidelines.

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 FINDING & RECOMMENDATION

The recommendations are as follows:

FOR SOP IMPLEMENTATION-

In my 2 month OJT period I have leant a about a lot about SOP procedure.

Actually SOP is playing a very important role in store operation. So it is very

necessary for the store to maintain each and every registers and documents according
to SOP.

DPS (discount promotion sheet)

NON SALABLE STOCK REGISTER

SPACE SELLING REGISTER

FREE GIFT ALLOCATION REGISTER

FREE GIFT ISSUING REGISTER

STORE OPENING AND CLOSING REGISTER

STORE LOG BOOK

TROLLY BASKET REGISTER

KEY MOVEMENT REGISTER

INCIDENT REPORT FORM

VENDOR RETURN REGISTER

SCRAP REGISTER

BARCODE CONTROL REGISTER

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 Products of low demand should be placed at high footfall area and products of
high demand should be placed at low footfall area (but the product of high demand
should be given more space and the product of low demand should be given lesser
space). By doing so we can ensure the sale of those goods which have low demand,
as the products with high demand will be sold by themselves.
At the time of billing customer have to wait a lot and have to stand in along
queue, which result in costumer irritation and some time it affect the sales also. So
there is a need to add some more billing counter at the spaces which are unused yet.

During Big sale days I noticed that hundreds of customers were

waiting on queues .The line never stop to buy a product, pay the bill, enter the store
.These queues deter many customers to make a purchase, even worse enter into the
store. After selecting products, many customers were leaving their baskets within the
store. So to improve the overall sales volume and profitability of the store
management has to take necessary steps.

As we came to know that the age group come to the store the most are from 18-
25 and there are 71% of customers buy clothes occasionally, so when customers buys
clothes on occasionally basis, they prefer quality and style/fashion prior to the
sale/offers. So Big Bazaar should work on the variety section of Apparels. So they
can convert the young generation as their target customers for apparels.

I also came to know that the shrinkage of goods should not be more than 1%

In FnV dumping should not be more than 5%

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 CONCLUSION
Con project work gave knowledge not only about retail business but also
the consumer behavior. It also gave lessons about how culture of the
location affects the organization working style. It showed the strategic and
analytical approach gives flying colors to the retail business.
The different trainings are necessary for all kinds of job. A manager needs
to know the entire work take place in the organization. The survey work
gave me a chance to consult directly consumers and know their items
taught me haw a data can give different angle to approach and make a full
proof strategy to satisfy customer. I have learnt about space management,
basic need of the customer, employee motivation, stock take, dealing with
customer and many more grass root level knowledge.
This training gave me full exposure of an organization which will help me
in my future job. I have known the difficulties faced by a manager and
learnt how come up with more luster.
In conclusion part I want highlight about the findings of the research:
One of the findings of my survey is that most of the middle income and
service class people are consider price factor and ambiance of the store.
This group consumption level is also high. So for these groups
advertisement should be maintained properly to cover the estimated
market share.
Advertisement and promotion also have to be maintained according to
the target customer.

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 METHODOLOGY
a. The research objective
b. Methods of data collection
c. Limitation of the study

RESEARCH OBJECTIVE:
 To know the process of SOP in Big Bazaar Kanpur-3.
 To know the innovative ways for customer retention.
 To know the customer‟s need.
 To know the catchment mapping area to promote brands.
Data Collection: All the data were collected through:-

Primary Data:
a. Personal interview
b. Questionnaire
c. Tele-calling to get feedback from customer
Secondary Data:
a. Internet
b. Book

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 Limitation of the study

It was quit unbalancing for me when I interviewed people. The difficulties

I faced in doing so were-
 Some time the customers are hesitant to disclose their information‟s
regarding monthly expenditure, address etc.

 Respondent doesn‟t not fill up the questionnaires correctly as per as

requirement.

 Most respondent were didn‟t like to spent time in filling the

questionnaire as it was immaterial to them.

 Getting accurate response from the respondents is very difficult due

to their inherent problems.

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 PROFILING A DEPARTMENT MANAGER

Department manager handles a particular section in store. He has certain

responsibilities towards his section. It is his responsibility to ensure that his section is
maintained properly in terms of cleanliness and hygiene, grooming of his team
members.

The process starts with store opening:

ROLES AND RESPONSIBILITIES OF A DM IN STORE OPENING

 DM has to check if all team members are present as per schedule/daily roster.
 To check if dept/section is clean and well maintained. Also check no garments
on the floor are without price tags and security tag.
 DM to brief team member of any updates or promotional activities.
 DM to check grooming standards of team members
 DM should check if the department signage‟s are in place.
 DM should check Floor Movement Register (FMR)
 DM to follow DM checklist
 Every Department Manager to get an approval from the Store Manager for the
requisition of the tags before placing an order to the Store Warehouse In-charge for
the tags required for his/her department.
 The Department Managers have to train their staff to look for any loose or
detached tags that may be lying on the floor/Trial Room. The loose or detached tags
collected to be deposited with the Warehouse In-charge.
 The DM to ensure that the tags are effectively used in all the section. Tags
detached at the cash point to be collected by the personnel (Designated by the Store
Manager).

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KEY RESPONSIBILITY AREA OF DEPARTMENT MANAGER

Key Responsibility Areas

Core Area Key Objectives Measure of Completion

Top Line Achievement-

Department Wise

Achievement of Business Number of brands achieving

Financials target
plan (ABP)
Shrinkage control

GC Tgt Ach

MPM adherence VM audit

Customer
Customer experience in store Mystery shopper

Sale tracker compliance Internal audit

Process SOP Compliance Audit store

SMT Completion of tasks

Training Time spent on training

People &
organization Floor staff development Number of floor staff promoted
development
Floor staff attrition Attrition %

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1 Financial

Under the financial accept, the department managers are responsible for achieving the
annual business plan (ABP), ABP consists of entire business plan for a particular
department of a financial year and it is divided on weekly basis. A department
manager plans the achievement of ABP, which includes the planning of department
target and brand target.

The department managers are also responsible for reducing the shrinkage, which
helps in reducing the store losses, and increase the profitability of store.

2 Customers

Under this scope of work, the department managers are responsible for satisfaction of
customers in various ways. This includes the MPM adherence; MPM stands for
Merchandise Presentation Module, which provided the detailed information regarding
the brand, its display. It also provided important information regarding every
merchandise and their respective unique selling point. Such type of information helps
the fashion assistants to provide valuable information to customers so that they can
make the most appropriate buying choice.

One of the other important accept of customers, is their experience in the store. To
provide the best of the best customer experiences the department managers are
responsible for maintaining best standardof their respective department, which
includes proper hygiene standards and grooming standards of staff

3 Processes

Department managers, in order to meet their task follow various processes these
process include the reporting, following the standard operating procedures (SOP) and
SMT. The standard operating process provides detailed information regarding the
processes, which are essential for proper store operations.
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4 People & Organizational Development

Department managers also play an important role in people and organizational

development. At peoples level a department manger provide training to its
subordinates and helps them to learn the basic working of business. This type of
knowledge provides employee a chance to get promoted internally and reach to
managerial level. All these factor help to achieve employee satisfaction and hence
result in employee retention.

This entire factor helps department managers to build a strong motivated team, which
is dedicated to achieve organization goal and add value to the system.

DAILY FLOOR ACTIVITY

1. SECTION WALKAROUND:

This includes display of merchandise as per VM guidelines. Colors should go from

Light in front to Dark at the back. Ensure same style/ price merchandise are placed
together

HOW IS A DM HELPFUL TO VISUAL MERCHANDISER

DM gives the kind of requirements they want from VM’s sides like:-

• In making signage
• In maintaining color blocking
• In maintaining display
• In arranging the whole department properly

DM gives the VM an idea of new trends according to customer‟s preferences so that

VM can do styling and dress the mannequins according to that.

36
2. CHECKING MANPOWER AVALIABILITY&GROOMING STANDARDS:-

It is the responsibility of a DM to ensure that adequate manpower is there in his

section especially during peak hours and if not then make arrangements for the same.

Apart from checking the manpower availability the DM is also responsible for Staff
motivation. In an industry like retail this is the most important factor for success of a
retail firm. It is the duty of DM to keep up the team spirits as this also has a crucial
role in the achievement of daily targets. Although staff motivation is intangible but it
can boost profits.

DM is also responsible for Target distribution which is distributed to the staff on

daily basis. It is the responsibility of DM to ensure that team members have their
respective targets. A DM has to continuously monitor his team and see whether his
efforts are moving in the right direction or not and if not then consequently take
actions.

3.Checking floor hygiene:-

Department Managers are responsible for the cleanliness & hygiene of the sections.
Store should be neat & clean so as to match customer expectation cleanness gives a
pleasant shopping experience to customers

INVENTORY MANAGEMENT

Effective inventory management is all about knowing what is on hand, where it is in

use, and how much finished product results. Inventory management is the process of
efficiently overseeing the constant flow of units into and out of an existing inventory.
This process usually involves controlling the transfer in of units in order to prevent
the inventory from becoming too high, or dwindling to levels that could put the
operation of the company into jeopardy.DM has to ensure effective replenishments.
On the basis of sales vs stock calculation he has to maintain sufficient inventory.

37
ROSTER PLANNING

Team management is one of the most important skill that the DM must possess.
Through proper roster planning the DM ensures that week offs of his team members
do not overlap. The DM can discuss with his team members as to when do they want
offs and then he can make the roster accordingly.In case of any deviation from roster
the team members must inform the DM so that he can make timely arrangements

TARGET NEXT WEEK:-

DM gets target on a weekly basis and on this basis daily targets are allotted certain
percentage of weekly target is given on a day and the percentage of this weekly target
for a day increases as we move from Monday to Sunday.The target is allotted not on
a particular brand but the target is allotted cluster wise which is composed of four or
five brands. For eg:-Lee cooper, UMM, Ajile, Bare denim is 1 cluster. After that
individual targets are allotted. Each and every team member has a Target card in
which his individual targets are mentioned as to how much quantity he has to sell.
The DM must make adequate efforts to meet his target.

Bran
Date d Opening Receipts Sales Repairs Outwards Closing
Stock
(Physical for the for the for the for the Stock(Physical
) day day day day )

System Difference Remarks Staff DM SM

(Physical vs
Stock System) Sign Sign Sign

38
 PRODUCT FEEDBACK:
On the basis of his observation from daily sales and on the basis of feedback that the
DM gets from his team members he comes to know which are fast moving products
and then he discusses about the fast movers with the category

PURCHASE ORDER(PO) GENERATION

After ascertaining requirements the DM issues a purchase order. Through
command ME 21 N in SAP the DM makes returnable purchase order (RPO).

OTHER ACTIVITIES WHICH A DM PERFORMS

Apart from the daily floor activity other activities which a DM performs are:

 One to one discussion with the store manager about expectations and objective
setting with the ADM.
 Acquiring the Dept./Section status update in terms of YTD
ABP,achievement,GOLY,etc.
 Product knowledge update by going through their department specific Product
knowledge videos and presentations.
 Cluster mapping and perk calculation.
 ESS functionality such as subordinate attendance regularization and approvals.
 ARS working and efficiency tracking.
 Collection wise and story wise sales tracking.
 Base stock calculation in terms of options and quantity.
 Promo efficiency tracking.
 In warding and out warding of stock received from RDC/MDC.
 In warding and out warding of stock received from vendors.
 GRIR process.
 Tracking of In transit stock.
 STO tracking.

39
 Documentation involved in all the above process
 Green plum reports creation and analysis.
 Understanding of dockets and their implementation and execution.
 Wrong header usage report.
 Critical SKU tracking.
 Fashion Friday implementation.
 Basic excel functions such as V-look up, pivot creation
 Understanding of GC business in terms of contribution, star wise contribution,
existing and new customer contribution.
 Acquisition and retention of GC customers.
 Dormant and active customers

WHAT IS VM?

VM is briefly define as a presentation of a store and its merchandise in ways that will
attract the attention of potential customer and motivate them to make purchase

BASICS OF COLOUR

People buy colour

Colour creates moods

BASICS OF COLOUR BLOCKING

Visual balance
Keep it simple

Look at the display from all angles

40
 DISPLAY OF PROMOTIONS

KITCHEN FESTIVAL
MONTHLY MAHA BACHAT
UMBRELLA DISPLAY
MELA MINE BONANZA
BEST DEAL
COLUMS

OUT DOOR PROMOTION

Innovative OOH(Out of
Printing Out door
home)

Leafleats Richa branding Gantry

Invitation cards Mall gate Cantt lever

Shopping bags insert Bus branding Unipolls

Newspapers Mobile van Hoardings

41
 Graphical Analysis of Questionnaire

Gender Total %age

Male 7 14%

Female 43 86%

50 100%

Gender

14%

Male
Female

86%

Comments:

Majority of customer who came to Big Bazaar for shopping are Females, as Big
Bazaar always target low price and females are always easily attracted towards low
prices.

42
 Age Group Total %age

18-25 3 6%

26-30 15 30%

31-35 11 22%

36-40 8 16%

41-50 9 18%

>50 4 8%

50 100%

Total
16

14 15

12

10 11

8 9
8
6

4
4
2 3

0
18-25 26-30 31-35 36-40 41-50 >50

Comments:

Mostly the people who came to shop in Big Bazaar are matured enough to understand
the offers.

43
 Q1. How often you visit Big Bazaar Total %age

Daily 3 6%

Weekly 5 10%

Fortnightly 6 12%

Monthly 16 32%

Occasionally 20 40%

50 100%

Total

6%

10%

Daily
40%
12% Weekly
Fortnightly
Monthly
Occasionally

32%

Comments:

Above graph clearly shows that most of the customer at Big Bazaar visits
occasionally for their purchase and after that monthly.

44
Q2. Were you aware about the offers before coming to Big
Total %age
Bazaar

Yes 28 56%

No 22 44%

50 100%

Aware about the Offers before coming to BB

44% Yes

No
56%

Comments:

As per the graph most of the customer already knows the offers before coming to Big
Bazaar. This shows the effectiveness of marketing tools used by Big Bazaar.

45
Q3. How you got to know about the offers Total %age

Print Media 27 54%

Electronic Media 7 14%

TVC's 3 6%

Other 13 26%

50 100%

How you know about Offers

26%

Print Media
Electronic Media
TVC's
54%
6%
Other

14%

Comments:

Majority of the customer get to know about the offers by Print Media (Leaflet,
Newspaper, etc.) So it shows that Print Media is much more effective media for Big
Bazaar.

46
Q4. What marketing element should be used by company
Total %age
according to you

Print Media 32 64%

Electronic Media 4 8%

TVC's 2 4%

Other 12 24%

50 100%

Marketing Element should be used according to

you

24%
Print Media
Electronic Media
4% TVC's

8% Other
64%

Comments:

As the Print Media is much more powerful for Big Bazaar, customers also wanted to
get information through Print Media.

47
Q5. Does the Marketing element used by Big Bazaar
Total %age
influence you to shop

Definitely Yes 19 38%

Yes 17 34%

Don't Know 7 14%

No 5 10%

Definitely No 2 4%

50 100%

Marketing Element used by BB Influence you to

Shop

4%
10%
Definitely Yes
38% Yes
14%
Don't Know
No
Definitely No

34%

Comments:

Majority of the customer get influenced to shop by the Marketing Media used by the
Big Bazaar.

48
Q6. Rate the following elements according to you

1. Print Media Total %age

Least Important 2 4%

Somewhat Important 6 12%

Neutral 6 12%

Important 27 54%

Very Important 9 18%

50 100%

Print Media

4%
18% 12%
Least Important
Somewhat Important
12% Neutral
Important
Very Important

54%

Comments:

It is clearly showing that the Print Media which has most impact on customer, is
really important for them.

49
2. Electronic Media Total %age

Least Important 3 6%

Somewhat Important 16 32%

Neutral 14 28%

Important 12 24%

Very Important 5 10%

50 100%

Electronic Media

10% 6%

Least Important
Somewhat Important
24% 32%
Neutral
Important
Very Important

28%

Comments:

As the graph shows Electronic Media is somewhat important to the customer in

comparison to other media‟s.

50
3. TVC's Total %age

Least Important 11 22%

Somewhat Important 11 22%

Neutral 15 30%

Important 7 14%

Very Important 6 12%

50 100%

TVC's

12%
22%

Least Important
14%
Somewhat Important
Neutral
Important
Very Important
22%

30%

Comments:

As the graph shows TVC‟s are neither important nor unimportant, it‟s neutral for the
customer.

51
Q7. What factors in Big Bazaar attracts most Total %age

Offers and Prices 24 48%

Quality 8 16%

Variety 11 22%

Ambience 4 8%

Customer Facilities 3 6%

50 100%

Factors in BB which attracts most

30

25
24
20

15

10 11
8
5
4
3
0
Offers and Prices Quality Variety Ambience Customer Facilities

Comments:

As a fact about Big Bazaar that it is known for its low prices and variety of product at
one place, the graph is also supporting the fact.

52
Q8. How much Customer Connect Activities (CCA’s) are
Total %age
important to you

Least Important 5 10%

Somewhat Important 7 14%

Neutral 11 22%

Important 24 48%

Very Important 3 6%

50 100%

Importance of CCA's

6% 10%

14% Least Important

Somewhat Important
Neutral
Important
48% Very Important
22%

Comments:

Big Bazaar always does some CCA‟s to interact with customers and customers are
also finding this activity very important.

53
 SWOT Analysis

Strength Opportunities

1. Low price 1. Growing culture of Mall in India

2. Good Supply Chain Management 2. More product line could be added
3. Variety of products 3. Lot of potential in Rural market
4. Huge offers
5. Huge number of footfalls
6. Good Brands available at
affordable price
Weakness Threat

1. Limited billing counters 1. Competition from Wall Mart,

2. High attrition rate
3. Not much offers on branded
products
4. Sub standard quality of product
Reliance, Jumbo, etc
2. Large number of people still
prefer to visit nearby Kirana Stores
3. May loose customers because of
sub standard quality of product

OTER ACTIVETIES DURING SIP

FBB
CUSTOMER MEET
SUGAR ISSUE
RAKHI PROMOTION
6 DMB

54
 CUSTOMER MEET

Objectives Of Customer Meet….

• Ensure all customer contact reaches an appropriate conclusion

• Minimize incidences of repeat contact
• Seek to provide a seamless service for customers
• Provide equal and easy access to our services at a time, place and
Channel that meet the needs of Customers.
• Enable our customers to provide feedback easily, through
Complaints, customer surveys, etc Use customer compliments,
Comments and complaints to drive improvements to service
• Integrate customer care into mainstream service provision.

55
 BIBLOGRAPHY

1. KOTLER PHILLIP(book)

2. www.futuregroup.in

3. www.slideshare.com

4. www.fvrl.in

5. www.wikipedia.com

6. http//futurebyte.in

56
 Marketing Dynamics in Retail

Questionnaire

Name:
Age: a. 18-25 b. 26-30 c. 31-35 d. 36-40 e. 41-50 f.>50
Phone No.
Locality:

1. How often you visit Big Bazaar?

a. Daily
b. Weekly
c. Fortnightly
d. Monthly
e. Ocassionallly

2. Were you aware about the offers before coming to Big Bazaar?
a. Yes
b. No

3. How you got to know about the offers?

a. Printing Media
b. Electronic Media
c. TVC‟s
d. Other

4. What marketing element should be used by company according to you?

a. Printing Media
b. Electronic Media
c. TVC‟s
d. Other

57
5. Does the Marketing element used by Big Bazaar influence you to shop?
a. Definitely Yes
b. Yes
c. Don‟t Know
d. No
e. Definitely No

6. Rate the following elements according to you?

Category Least Somewhat Neutral Important Very

Important Important Important
Print
Media
Electronic
Media
TVC‟s

7. What factors in Big Bazaar attracts most?

a. Offers and Price
b. Quality
c. Variety
d. Ambience
e. Customer Facilities

8. How much Customer Connect Activities are important to you?

a. Least Important
b. Somewhat Important
c. Neutral
d. Important
e. Very Important

58