S.K.

SOMAIYA COLLEGE OF ARTS, SCIENCE&

COMMERCE.

VIDYAVIHAR, MUMBAI-400 077

A PROJECT REPORT ON
“MARKETING STRATEGY & CONSUMER SATISFACTION OF
BIG BAZAAR”

SUBMITTED TO
THE UNIVERSITY OF MUMBAI
IN PARTIAL FULFILLMENT
FOR THE AWARD OF THE DEGREE
OF BACHELOR OF MANAGEMENT STUDIES
(BMS)

BY
GANESH DATTATRAY SUTAR
ROLL NO: 184
SEAT NO:
UNDER THE GUIDENCE OF
PROF: AMIT NAIK

UNIVERSITY OF MUMBAI
 ACKNOWLEDGEMENT

On the successful completion of my project “MARKETING STRATEGY &

CONSUMER SATISFACTION OF BIG BAZAAR”, I take this opportunity to express
my deep sense towards all those people without whose guidance, inspiration and timely
help this project would have never seen the light of the ray.

First of all I would like to thanks “The University of Mumbai” for including such kind
of a project in the curriculum.

I find great pleasure in expressing my deepest sense of gratitude towards my college, “S.
K. Somaiya of Arts, Science and Commerce, Vidyavihar” and our principal “Dr.
Sangeeta Kohli”.

I am also thankful to our BMS Coordinator “Prof. Aparna Jain”, for her continuous and
valuable support.

I am thankful to my guide, “Prof. Amit Naik” who made me realize that each of us has a
potential to work independently and gave us his valuable suggestions and support
whenever required and ensured that we could do our best in the project.

Last but not the least all Somaiya FACULTY of BMS, my PARENT and my FRIENDS
who encourage me for the completion of the project and their blessings.
 INDEX

SR. TOPICS PAGE

NO. NO.
EXCUTIVE SUMMERS
1 CHAPTER-1
Introduction
1.1 Introduction of Big Bazaar 1
1.2 Research objective 3
1.3 Limitations 3
1.4 Reasearch Methodology 3
2 CHAPTER-2
Review & Literature
2.1 Company Profile 4
-History
-Lines of the Business of the Above Stores
-Mission & Value
2.2 Progress of Big Bazaar 8
2.3 Meaning and Importance of Marketing Mix 12
2.4 Marketing Mix of Big Bazaar 18
2.5 Marketing Strategies Adopted by Big Bazaar 23
2.6 Consumer Satisfaction 30
2.7 Expectation & Consumer Satisfaction 32
2.8 SWOT Analysis 33
2.9 Product and Brand Management 35

2.10 STP(Segmentation, Targeting and Positioning) 36

 2.11 Integrated Marketing Communication 39
2.12 Loyalty Programs 42
2.13 Competitors of Big Bazaar 49
2.14 Strategies For Growth & Beat the Competitors Market 51
3 CHAPTER-3 54
Data Analysis
4 CHAPTER-4 55
Findings of Questionnaire &Interpretation
5 CHAPTER-5 63
Conclusion

6 CHAPTER-6 64
Suggestions & Recommendations
7 Reference
Bibliography 66
Webliography 67
8 Annexure 68
 EXECUTIVE SUMMARY

I did my project on “MARKETING STRATEGIES OF BIG BAZAAR” I

have had get to know how Consumer Behavior get effected by every
marketing strategies adopted & way they brought up their strategies to
Consumer by Effective Advertising.

I Conducted the Online Survey where 100 Applicants Survey

form was collected reason behind the survey was to find out How Big
Bazaar Marketing Strategies make attract the buying behavior of Consumer.
It was Found in survey that Customer needs was satisfied through Inter
Physical Facilities provided while shopping & Way they Treat Customers
and other Factors like their Effective Marketing, Lots of Discounts and
offers, Advertising availability of huge Capital helps them to attract
Customers to their Place.

All the mistakes and problem have been carefully sorted out with the help of
the AmitNaik Sir. Thus, I am thankful to AmitNaik Sir for sparing their time
to guide me for my project.
 CHAPTER-1
1.1 INTRODUCTION

Parent Group Future Group

Owner Kishore Biyani(CEO)

Founded 2001

Head Quarters Jogeshwari, Mumbai

Industry Retail

Employees 6000 people

Revenue 110 billion (US$1.8 billion) crores

Tagline “Issesastaauracchakahinnahi”

Website www.bigbazaar.com

"What is important in our journey is not the number of stores, but the customers' faith in
us. It's the India and the Indians, which have helped us, reach this feat in such a short
time span and today our country is creating a history in the World organized Retail."

-RajanMalhotra, President, Strategy & Convergence, Big Bazaar, in 2008. , in 2010

“Jo Bazaar me milta he Vo YahabhiMilta he” Kishore Biyani, CEO Future value retail
(Big Bazaar belongs to Future Group).

Big Bazaar is a chain of hypermarket in India. As of June 2, 2014 there are 214 stores
across 90 cities and towns in India covering around 16 million sq. ft. of retail space. Big

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Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters
offering a wide range of merchandise including fashion and apparels, food products,
general merchandise, furniture, electronics, books, fast food and leisure and
entertainment sections.

BIG BAZAAR is a name renowned in Retail. It is now a brand image in private retail
sector. Wal-Mart is the retail stores of USA and is known all over the world for its
fashionable and affordable materials and is known as one of the best in its field, big
bazaar can be said as the Wal-Mart of India running a chain of more than 100 retail stores
in India.

People around the country thinks that big bazaar is inspired from Wal-Mart and it is quite
obvious to think as Wal-Mart is world leading chain of retail shopping but actually the
idea of big bazaar came to the CEO Kishore Biyani from a 25 years old store “Saravana”
which was owned by a family and worked on the philosophy of “low margin high
turnover”.

Following its slogan of “issesasta or achhakahinnahi”(Meaning cannot find cheaper and

better than this anywhere) it provides the consumer with the best of the materials at a rate
less than rest of the market.

Big bazaar is the subsidiary of Future Group, Pantaloons Retail India Ltd. The brain
behind big bazaar is the CEO of Future Group Mr. Kishore Biyani.

Future group is has various brands like Pantaloons, F123, Copper Chimney, Etam,
Staples, One Mobile, Urbana, Brand Factory, Loot Mart, Hometown and Central. Big
bazaar covers all parts of India including the metro cities Kolkata, Delhi, Chennai, and
Mumbai.

Big bazaar started with its first store in Kolkata, west Bengal in 2001 and now owns more
than 100 stores all over India making itself the fastest growing retail chain in India and
leaving all its competitors behind.

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 1.2 RESEARCH OBJECTIVE

1. To understanding the buying behavior at Big Bazaar with regards to age

group, gender, product section at B.B
2. To analyze how active Big Bazaar’s Marketing Strategies
3. To understand how they attract customers in buying decision of product
4. To understand how Big Bazaar convert ‘Customers’ in ‘Consumers’
5. To understand expectation and requirements of customers.

1.3 LIMITATIONS

1 .This report based on some selected questionnaires only and only some
Customers feedback were analyzed here.

2. This report based on the only 100 of consumers/customers of Big-Bazaar

(Mumbai) not internationally.

4. This report may change with Social, Economic, and Political etc. parameters.

5. This report may also change with budget constraints, market changes.

6. This report may also have certain procedural errors.

1.4 RESEARCH METHODOLOGY

Sources of Data for Marketing Strategies of Big BazaarThere are two types of data we
have collected:

Primary Data: Primary Data was collected from Questionnaire that was circulated to
friend’s &Surroundings peoples by online Medium on Google Docs page

SecondaryData: Secondary Data was collected from Internet through Visiting

Websites.Books & articles

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 CHAPTR-2

REVIEW AND LITURATURE

2.1 COMPANY PROFILE

History

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 161Big Bazaar stores in 90 cities and towns across India.

Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of
Pantaloons Retail India. Though Big Bazaar was launched purely as a fashion format
including apparel, cosmetics, accessory and general merchandise, over the years Big
Bazaar has included a wide range of products and service offerings under their retail
chain. The current formats include Big Bazaar, Food Bazaar, Electronic Bazaar and
Furniture Bazaar. The inspiration behind this entire retail format was from Saravana
Stores, a local store in T. Nagar, Chennai

The stores are customized to provide the feel of mandis and melas while offering the
modern retail features like Quality, Choice and Convenience. As the modern Indian
family’s favorite retail store, Big Bazaar is popularly known as the "Indian Wal-Mart".

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

Financial Benefits:

1) Improvement in sales.
2) Improvement in profitability.
3) Improvement in productivity.

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Non-Financial Benefits:

1) Improved understanding of competitors strategies.

2) Enhanced awareness of threats.
3) Reduced resistance to change.
4) Enhanced problem-prevention capabilities.

Lines of the above Business

Crockery  Children Accessories

 Electronics  Footwear

 Books and Music  Wellness and Beauty

 Leisure and Entertainment  General Merchandise

 Home Solution  Fashion

 Food  E-tailing

Operations

Most 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. 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 (4,600 m2) of retail space. While the larger
metropolises have Big Bazaar Family centers measuring between 75,000 square feet
(7,000 m2) and 160,000 square feet (15,000 m2),Big Bazaar Express stores in smaller
towns measure around 30,000 square feet (2,800 m2).Big Bazaar has the facility to
purchase products online through its official web page, and offers free shipping on some
of their products

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Mission & Value

Mission
 We share the vision and believe
that customers and stakeholders
shall be served only by creating
and executing current scenarios in
the consumption space leading to
Economic Development.
 We will be the trendsetter in
evolving delivery formats, creating
retail realty, making consumption
affordable for all consumer
segments- for classes and for
masses.
 We shall infuse Indian brand with
confidence and renewed ambition.
 We shall be efficient , cost-
conscious and committed to quality
in wherever we do
 We shall ensure that our attitude
sincerity and humility and united
determination shall be the driving
force to make us successful
Values
 Indianness: confidence and
ourselves
 Leadership: To be a leader both in
thought the business
 Respect and humility: To respect
every individual and be humble in
our conduct
 Introspection: Leading to
purposeful thinking
 Openness: To be open and
receptive to new idea knowledge
and information
 Valuing and Nurturing
Relationship: To build a long term
relationship
 Simplicity and positivity:
simplicity and positivity in our
thought, business and action
 Adaptability: To be flexible and
adoptable to meet challenges
 Flow: To respect and understand the
universal laws in nature

Future Group's for Big Bazaar strategy is aimed at achieving inclusive, sustained and
profitable growth with three levers

1) Customer-orientation The bottom line in each of our retail success stories is

"know your customer". Insights into the soul of Indian consumers - how they

6
 operate, think, dream and line - helps us innovate and create differentiating
functionally.
2) Continuous-innovation As India's largest retailer, we understand the importance
of innovation. We rethink strategies and realign businesses with increasing agility
to provide diverse customer groups with refreshingly different retail experiences.
3) Collaborative transformation creating a collaborative environment combining
our strengths with our suppliers and vendors helps us create immense value for
our customers which in turn foster mutual growth.

We believe that modern Indian retail rests on the strength of two pillars –scale and
efficiencies. As front-runners in both areas, we firmly believe our core responsibility lies
in providing protection to customers from the overall rate of inflation.

While the scale and size of our operations helps us improve efficiencies, it also ensures
we deliver greater value to our customers. Our retail thrust is focused on four principal
verticals of Food, Fashion, and general Merchandise. These four categories together
account for nearly 65% of the consumption in the country and represent mass consumer
aspirations .Acknowledging this we are creating retail pure play through divestment and
demerger of non-retail businesses to concentrate our efforts on these verticals.

India’s retail boom is being driven by resurgence in the economy. Modern retail still has
around 6%share of the total retail spend in the country that is estimated at around US $
400 billion. Thus, the potential for modern retail growth in India is huge. Currently,
leading retailers in mature markets occupy the top three slots by turnover, employment
and value creation. As the Indian economy matures, it is upon us to make the same
happen in our country

Others Aims & Objectives or Company

1. To analyze how the Marketing mix influence the customer satisfaction level.

2. To determine the current status of big bazaar.

3. To study the satisfaction level of customers with regard of big bazaar.

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4. To find out the buying behavior of the customers coming in to Big Bazaar through
improvement’s in Consumer service and employees interference.

5. To identify main competitors of Big Bazaar with regard to services and accordingly
setup strategies for Service Development.

2.2 PROGRESS OF BIG BAZAAR

2001

 Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore
and Hyderabad

.2002

 Big Bazaars- ICICI Bank Card is launched.

 Food Bazaar becomes part of Big Bazaar with the launch of the first store in
Mumbai at High Street Phoenix

2003

 Big Bazaar enters Tier II cities with the launch of the store in Nagpur
 Big Bazaar welcomes its 10 million-the customer at its new store in Gurgaon.

2004

 Big Bazaar wins its first award and national recognition. Big Bazaar and Food
Bazaar awarded the country’s most admired retailer award in value retailing and
food retailing segment at the India Retail Forum
 A day before Diwali, the store at Lower Parel becomes the first to touch Rs 10
million turnover on a single day

2005

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  Initiates the implementation of SAP and pilots a RFID project at its central
warehouse in Tarapur
 Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting
customers to exchange household junk at Big Bazaar
 Electronic Bazaar and Furniture Bazaar are launched
 Big Bazaar and ICICI Bank launched ICICI Bank-Big Bazaar Gold credit card
program to reward its loyal customers.

2006

 The Sangli farmer becomes Big Bazaar’s largest ever customer.

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

2007

 The 50th Big Bazaar store is launched in Kanpur

 Big Bazaar partners with Futurebazaar.com to launch India’s most popular
shopping portal
 Big Bazaar initiates the "Power of One" campaign to help raise funds for the Save
The Children India Fund
 Pantaloons Retail wins the International Retailer of the Year at US-based National
Retail Federation convention in New York and Emerging Retailer of the Year
award at the World Retail Congress held in Barcelona

2008

 Big Bazaar becomes the fastest growing hypermarket format in the world with the
launch of its 101st store within 7 years of launch
 Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar
 Big Bazaar joins the league of India’s Business Super brands. It is voted among
the top ten service brands in the country in the latest Pitch-IMRB international
survey
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  Big Bazaar initiated the Mega Saving "Monthly Bachat Bazaar" campaign, to
provide exceptional deals on groceries and food items during the first week of
every month.

2009

 Big Bazaar opens its second store in Assam at Tinsukia

 Big Bazaar initiates MahaAnnasantarpane program at its stores in South India – a
unique initiative to offer meals to visitors and support local social organizations
 Big Bazaar captures almost one-third share in food and grocery products sold
through modern retail in India
 Mahendra Singh Dhoni and Asian, youth icons of India, were chosen as the brand
ambassadors of Big Bazaar
 Big Bazaar announced the launch of The Great Exchange Offer
 Formed a joint venture with HI design to launch Holy, a new brand of handbags,
laptop bags and other accessories

2010

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

group’s value retail business through Big Bazaar, Food Bazaar and other formats.
 Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year.
Adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most
Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop
Shop
 Big Bazaar connects over 30,000 small and medium Indian manufacturers and
entrepreneurs with around 200 million customers visiting its stores
 Big Bazaar opens its third store in Kanpur at Z Square Mall
 VidyaBalan was chosen as the brand ambassador of Big Bazaars Price Challenge
exercise
 Ranked 6 among the Top 50 Service Brands in India.

10
2011

 Big Bazaar forays into the rural wholesale and distribution business through
‘Aadhaar Wholesale’ store at Kalol, Gujarat.
 Big Bazaar has come up a new logo with a new tag line: ‘Naye India Ka Bazaar’.
200th store opened in India
 Future Group has launched its latest venture, Food hall – a premium food
destination across 10 metros in India
 For the convenience of the online customers, Big Bazaar has started free shipping
on all orders above Rs. 1000
 Entered into an agreement with Hindustan Unilever to co-develop and co-brand bakery
products, which would be sold exclusively at Big Bazaar stores.

2012

 Big Bazaar entered into a five year multi-million dollar deal with Cognizant Technology
Solutions for IT infrastructure services that support Future Groups network of stores,
warehouses, offices, and data centers.
 Partnered with Disney to launch "Kids Cookies, exclusively for kids across India
 Big Bazaar is planning to add further value to its retail services by offering Value added
services like grinding, de-seeding, vegetables cutting at free of cost.

2013

 Started Big bazaar Direct a franchisee program.

2014

 Earlier this year, the group had launched its franchisee model retail format under
the branding of Big Bazaar Direct, and it targeting 50,000 franchisees by the end
of this year

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 2.3 MEANING & IMPORTANCE OF MARKETING MIX

Meaning of marketing

Marketing is "the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large."

Meaning of Marketing Mix

The marketing mix is a business tool used in marketing products. The marketing mix is
often crucial when determining a product or brands unique selling point (the unique
quality that differentiates a product from its competitors), and is often synonymous with
the four Ps: price, product, promotion, and place; in recent times, however, the four Ps
have been expanded to the seven Ps.

Marketing is a management process or social process or an effective communication

through which goods and services move from concept to the customer and companies
create value for customer sand build strong customer relationships in order to capture
value from customers in return, and also identifying, anticipating and satisfying customer
requirements profitably. It includes the coordination of four elements called the 4 Ps of
marketing:

(1) Identification, selection and development of a product,

(2) Determination of its price,

(3) Selection of a distribution channel to reach the customers place, and

(4) Development and implementation of a promotional strategy.

For business to consumer marketing, it is "the process by which companies create value
for customers and build strong customer relationships, in order to capture value from
customers in return". For business to business marketing it is creating value, solutions,

12
and relationships either short term or long term with a Company or brand. It generates the
strategy that underlies sales techniques, business communication, and business
developments. It is an integrated process through which companies build strong customer
relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, satisfy the customer, and keep the customer.
With the customer as the focus of its activities, marketing management is one of the
major components of business management. Marketing evolved to meet the stasis in
developing new markets caused by mature markets and overcapacities in the last 2-3
centuries. The adoption of marketing strategies requires businesses to shift their focus
from production to the perceived needs and wants of their customers as the means of
staying profitable.

As a philosophy, marketing is based on thinking about the business in terms of customer

needs and their satisfaction. Marketing differs from selling because (in the words of
Harvard Business School’s emeritus professor of marketing Theodore C. Levitt) "Selling
concerns itself with the tricks and techniques of getting people to exchange their cash for
your product. It is not concerned with the values that the exchange is all about. And it
does not, as marketing invariably does, view the entire business process as consisting of a
tightly integrated effort to discover, create, arouse, and satisfy customer needs."

There is even more confusion about what constitutes "marketing." Marketing entails
several functions that include:

[*]Developing the products or services that customers want.

[*]Pricing the products or services correctly

[*] Making the products or service readily available to the customers

[*]And finally: Promoting the product or service, which if done correctly, not only
convinces customers that the product or service is preferable to its competition, but that it
is clearly the only choice. This is the field of marketing "communications" and of all the

13
marketing components, it is the one most likely to be outsourced and the one most likely
to be neglected if a company is making a profit.

IMPORTANCE OF MARKETINF MIX

1. Marketing communications creates "top of mind" awareness

All you have to do is watch TV for a few hours (and actually watch the commercials)
to get a sense of how repetition of the same message starts to creep into your
subconscious mind. After you have seen 5commercials for those cute, new VWs, you
suddenly find yourself daydreaming about going car shopping. After all, that
Suburban IS almost 8 years old, and of course you want a vehicle that’s more fuel
efficient! I know this isn’t a manufacturing or industrial scenario, but trust me - the
same underlying psychological phenomenon occurs in the case of industrial
marketing. An integrated marketing communications plan that gets your messaging
out to the right target audience, consistently and overtime, WILL eventually create
the "top of mind" awareness for your product or service that turns a prospect into a
customer. Recognition and awareness for your company also make it much easier for
your sales staff to get someone on the phone or schedule an appointment. Companies
like to do business with companies they "know" and have positive perceptions of.
Likewise, investors like to buy recognized companies.

2. Preferred brands command a premium price - short and long-term

Go through a process of determining your company unique value proposition, and

then start purposefully communicating that to the marketplace (promotion.) This is
the only way you will create a point of differentiation between you and your
competitors. As your customers and the industries you sell to begin to recognize your
company (brand) as the preferred choice for a certain product or service, it allows you
to charge premium pricing. Not only does this boost sales in the "now," it creates a
perception in the minds of future investors that your business has more value than
another one that claims to do the same thing.

14
3. Happy customers not only send referrals, they create perceived value

Every sales person knows it, but businesses still hammer them to get out and develop
"new" business: the most powerful form of lead generation comes in the form of an
existing happy customer.

Happy customers talk to other potential customers, even in the industrial world. I talk
to manufacturers every day that tell me a good percentage of their new business
comes through referrals from satisfied customers. It takes more than the experiences
with your company to make a satisfied customer - one who is willing to be an
evangelist, of sorts. It also takes a marketing strategy that positions your company (in
the minds of your target audience) as the market leader in overall customer
satisfaction and intimacy. It’s part of the image you build around your brand – it’s the
magic result of well executed brand development and marketing communications.
Word of mouth praise for your company not only attracts more business, it attracts
potential investors that want to own a company with this kind of status.

4. Planned marketing communications create a system that can be replicated

I have clients that have their marketing communications planning and implementation
down to a science. Budgets are allocated; tactics agreed upon; responsibilities
delegated; and contracts negotiated .The result is continued momentum in building
brand awareness and credibility, and a rather flawless execution. This process is one
that can be documented and taught like a system. In any manufacturing or industrial
service company, documented processes lend to the overall impression of the
business stability and value. If a potential buyer can see how they too could operate
the systems within your company, even after you are long gone, you’ll be creating a
more marketable asset. If you need to, hire an expert: but start creating and
documenting a marketing communications system that you can teach others to run
and remove yourself from the lead generation game.

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5. Repeat revenue streams ensure a profit now and later

This really falls more into the other marketing functions than that of communications,
but a smart marketing strategy not only focuses on a company’s core market and
value proposition, it also finds ways to build multiple channels for recurring revenue.
Smart marketers (and business owners) look for ways to diversify their offerings and
especially in areas where repeat sales require little to no effort on the part of the sales
team. With the Internet, this is more possible than ever before; particularly if you sell
a product that is not custom engineered, or a service that can be easily classified
without a lot of customization. Recurring revenue, generated from an effective
marketing strategy, and teamed with stellar customer service approach is a
combination that is very attractive to a potential new owner

6. Nothing lasts forever: marketing has to be a long-term investment

Here in Houston, where I live, getting into the "good ole boy network" was the way
an industrial business succeeded in the last half of the 20th century. Today’s upper
management is not concerned with who you know and what clubs you belong to.
They want to know how you are going to help them meet their objectives and solve
their problems. Relationships developed over time will get you so far; but what about
the increase in career moves and job-hopping? What happens when the person you
developed a relationship with moves to another company and isn't in a position to
specify what you sell? What happens when the person you developed a relationship
with retires and is replaced with someone much younger? What happens when YOU
are ready to retire? Will there be someone there who can step into your shoes and
carry your company through that transition without losing customers?

The way to prevent a negative outcome in any of these scenarios is a consistent

marketing communications program. If you are keeping your company’s name out
there and building brand identity and recognition, you have less of an educational

16
process to deal with every time a new person is introduced to your business. This also
comes into play with young people just entering the work force.
The senior engineer at your top customer may love your product; the new hot shot
engineer fresh out of college doesn’t know anything about it - UNLESS they have
already been exposed to it through Professors, the Internet, trade publications, trade
shows, etc. Consistent and persistent messaging, going to an integrated mix of contact
points with your customers and prospects, is an investment in your company’s long-
term stability and value.

7. Employees who are "brand ambassadors" sell your company - to customers

AND potential buyers

Today, marketing is not just something you do "outside" of your company. If you
truly want to create a powerful image and value proposition for your business, the
first group of people you have to convince are your own employees. Internal brand
integration is just as important as your external marketing strategies. Every employee
in your company should understand how their position contributes to the promise
your company makes to its customers and be motivated to carry it out. Understanding
their unique role in your company’s brand promise is just the beginning; if you want
brand ambassadors, you need happy employees. An employee that feels appreciated
and fairly compensated (and that doesn’t always equate to their salary) is much more
likely to sing the praises of your company. I think it goes without saying, this is good
for business today as well as making an impression on a future investor. Who wants
to buy a company full of overworked, disgruntled employees?
Marketing IS a long term investment. You will not create a recognizable brand
(name, image, reputation etc.) without it. You will not develop a stable, growing
business without it. You will not beat the "lead generation" game without it. You will
not create "brand ambassadors" among your employees without it. You will not
create a company that has obvious value to a potential buyer without it. Marketing is
essential to the health and continuing prosperity of any business - including
manufacturing and industrial businesses.

17
 2.4 MARKETING MIX OF BIG BAZAAR

(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 offer a wide range of
products which ranges from Apparels, food, farm products, furniture, child care, toys etc.
(Exhibit-7)Products of all the major brands are available at Big-Bazaar(Exhibit-8). Also,
there are many in house brands promoted by Big Bazaar. Big Bazaar sold over three lakh
pairs of jeans, 50,000 DVD players and 25,000 microwave ovens. In all, the fashion,
electronics and travel segments made up about 70% of sales. Last year, these categories
made up only about 60%.

Product:

Big Bazaar offers a wide range of products which range from apparels, food, farm
products furniture, child care, toys, etc of various brands like Levis, Allen Solly,
Pepsi, Coca- Cola, HUL, ITC,P&G, LG, Samsung, Nokia, HP etc.
Big Bazaar also promotes a number of in house brands like:

o DJ & C o Tasty Treat o Clean Mate o Sensei o Care Mate o Koryo and 44 other brands.

BIG BAZAAR-USP

*Low price as compared to other places.

* Schemes like Buy 1 get 1 free, 20% discount etc.

* 1 Billion Population.

* Availability of Liquid Cash/Disposable Income among Young Generation.

* Affordable man power.

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* Craze, Passion among Mr. Customer (Consumer).

* Different products under one roof.

Pricing:

The pricing objective at Big Bazaar is to get “Maximum Market Share”. Pricing at
Big Bazaar is based on the following techniques:

Value Pricing (EDLP – Every Day Low pricing): Big Bazaar promises consumers the
lowest available price without coupon clipping, waiting for discount promotions, or
comparison shopping.

Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept of
psychological discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. Big
Bazaar also caters on Special Event Pricing (Close to Diwali, GudiPadva, and
DurgaPooja).

 Differentiated Pricing: Differentiated pricing i.e. difference in rate based on peak and
non-peak hours or days of shopping is also a pricing technique used in Indian retail,
which is aggressively used by Big Bazaar. e.g. Wednesday Bazaar.

Psychological Pricing: In order to attract status-conscious customers and also to push

status-consciousness among the middle-class people, psychological pricing concept was
undertaken by Big-Bazaar which provided the best deal in the market for the products
which are market-buzz-creators and highly engaging & long-lasting products such as
LCD TVs, Washing Machines etc.

Place:
The Big Bazaar stores are operational across three formats — hypermarkets spread over
40,000-45,000 sq. ft., the Express format over 15,000-20,000 sq. ft. and the Super
Centers set up over 1 lakh sq. ft. Currently Big Bazaar operates in over 34 cities and
towns across India with 116 stores. Apart from the Metros these stores are also doing

19
well in the tier II cities. These stores are normally located in high traffic areas. Big
Bazaar aims at starting stores in developing areas to take an early advantage before the
real estate value booms. Mr. Biyani is planning to invest around Rs. 350 crores over the
next one year expansion of Big Bazaar. In order to gain a competitive advantage Big
Bazaar has also launched a website www.futurebazaar.com, which helps customers to
orders products online which will be delivered to their doorstep. This helps in saving a lot
of time of its customers.

Promotion:
Big Bazaar has been credited with some of the biggest consumer campaigns in the history
of Indian retail. In celebration of Republic Day, Big Bazaar created a three-day shopping
bonanza called "SabseSaste Teen Din". This has now become a national event that
attracts millions of customers eager to benefit from the once-in-a year smart deals. In
January 2008, the three-day event generated sales generated over Rs. 240 crore in 80 Big
Bazaar stores. 15thAugust, India’s Independence Day is billed as the "Maha Savings
Day". So successful has this become that to cater to the lush Big Bazaar store in many
cities stay open fill midnight. Wednesday Bazaar is the HaftekaSabseSasta Din. It was
initially created with the intent of decongesting weekends and driving footfalls on
weekdays. As it transpired, most Big Bazaar stores now attract as many customers on
Wednesdays as they do on weekends. A property that offers special benefits and
privileges to senior citizens was built around Senior Citizens Day. Earlier Price
Challenge was created to reinforce Big Bazaar's value proposition of "Is se
sastaauracchakahinnahi". That scheme simply offered twice the price difference should
the cost of an item at a Big Bazaar store be found to be more than the market price. This
tag line is now replaced by "Naye India Ka Bazaar".
Exchange was an innovative promotion launched by Big Bazaar in 2005 to provide
customers an opportunity to get rid of their junk and in return shop for a wide range of
products at a discount. In-store communications in Big Bazaar are unique and rather
novel. To ensure that no one miss. out on an opportunity to gain from special offers,
service boys ferry around a trolley with the product inside, announcing the scheme. Not
only is this entertaining it also helps customers pick up the product from the trolley

20
 instead of walking up to the rack where it is on display. To make sure that non-English
speaking customers don't feel alienated the communication is also conducted in the Local
language. The communication is always unambiguous and direct.

People:
 Well trained staff at stores to help people with their purchases
 Employ close to 10,000 people and employ around 500 more per month.
 Well-dressed staff improves the overall appearance of store.
 Use scenario planning as a tool for quick decision making multiple counters for payment,
staff at store to keep baggage and security guards at every gate, makes for a customer-
friendly atmosphere.

Process:
Big Bazaar places a lot of importance on the process right from the purchase to the
delivery of goods. When customers enter the stores they can add the products they which
to purchase in their trolley from the racks. There are multiple counters where bill can be
generated for purchases made. Big Bazaar also provides delivery of products over
purchases of Rs. 1000.

Physical Evidence:
Products in Big Bazaar are properly stacked in appropriate racks. There are different
departments in the store which display similar kind of products. Throughout the store
there are boards/written displays put up which help in identifying the location of a
product. Moreover boards are put up above the products which give information about
the products, its price and offers. Big Bazaar stores are normally ‘U shaped’ and well
planned & designed.

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Other Promotional Activities:
Advertising: Before designing the advertising campaign for the Big Bazaar brand, the
message that needs to deliver about the brand through advertisement needs to be. It
would involve following three elements:
• Style of the Message: Style of the message would be Value and Benefit
Provider and attention seeker.
• Tone of the message: The tone of the message would be positive.
• Message Text: "Naye India ka Bazaar" — this single line statement would
convey the modem retail format of the Big Bazaar.

Print: This would take place in the form pint advertisement in newspaper and everyday
magazines. The advertisements would initially aim at educating the consumer about Big-
Bazaar as a brand. An effective communication as has been followed by the brand is the
regular newspaper print advertisement with tag line of "Naye India Ka Bazaar" and
comparison of price of various consumer products at Big-Bazaar v/s local market prices.
Big-Bazaar newspaper advertisements will be presented just before the launch of any new
scheme. This will create aura about the Big-Bazaar bran in the minds of consumers.

TV Ads: Big-Bazaar commercials will be shown on the various channels in India. These
ads will convey about the various offerings of the Big-Bazaar such as Fashion
Collections and Jewelry, Home and Personal Care, Electronics, Furniture. The
advertisement will focus on the variety and quality of the specific offerings and convey
the core values of Big-Bazaar as a place where these products are available at the lowest
available price with the environment of modem Indian retailing. The TV ads would be
aired during Prime-time hours of the channels where mostly the household members
watch television.

Road-side advertisements:
Road side advertisement will take the form of road side billboards which would be
displayed at prime locations in the cities and towns conveying the central idea of Big-

22
Bazaar of low prices and quality products. The bill-boards will display the catch phrases
about Big-Bazaar aiming to attract the consumers.

Radio Ad:
The objective of radio based advertising is to inform the customers at the new happening
at Big-Bazaar outlets while at the same time conveying the culture of Big Bazaar of
offering the values deals for a broad range of products.

Sales Promotion
Sales promotion activities for Big-Bazaar will take place through the following forms.

 ‘Saalkesabsesaste 3 din’
 Wednesday – ‘Sabsesasta din’
 Future Card (3% Discount)
 Shakti Card (Women)
 Advertising (Print Ads, TV Ads, Radio, Hoardings)
 Brand Endorsement by M. S. Dhoni
 Exchange Offer – ‘Junk Swap Offer’
 Point-of-Purchase Promotions

2.5 MARKETING STRATEGIES ADOPTED BY BIG BAZAAR

The promotional activity of the company, which says ‘Nobody Sells Cheaper and Better!’
has differentiated Big-Bazaar (as a brand) in the minds of the customer. The punch-line
has made its place 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 all other activities & has high influence on the customer walk-in

As sales promotions is the major force for Big-Bazaar, Big Bazaar take it very seriously
& especially during festivals & special occasions by focusing aggressively on

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psychological & emotional promotion strategies as per the demographic profile of the
various consumers.

About 60-70% of shopping for apparel, consumer durables, and home furnishing, among
other things, happen during festivals. At least 40-50% takes place during the peak festival
season, between September and November.

According to AshniBiyani, 23, a team is set up six months ago comprising experts on
Indian mythology and religion, retail and even an expert on “days”, “seriously targeted”
one-third of the 150 auspicious days in the Hindu calendar.

They map all the communities in India on how they shop and how these calendars work.
They focus to understand intuitively, their customs, their rituals, adding that this is the
part of a larger strategy to engage customers and to attract “that India which lives in the
deep-rooted communities”.

SabseSaste 3 Din: The best watershed for brand Big Bazaar was the introduction of
the “SabseSasta Din” in January 2005, when the Indian Republic Day holiday was
utilized to make sure that hordes of consumers descended on all Big Bazaars across the
country to buy all kinds of household items – cheap. There were scenes of customers
actually vigorously fighting over items in-store & long queues were seen in the store.

Big Bazaar like previous years, attracted large crowds during its three day ’sales’ event
called ‘SabseSaste 3 Din’ organized to celebrate the Republic Day. Depending on the
results, the event is sometimes extended to 5-6 days as it happened in 2008.

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This is, perhaps, the biggest sales event being organized by any retailer in the country.
Big Bazaar, which sold merchandise worth Rs 140 crores in 2007, garnered revenues of
over Rs. 280 crores during the year 2008 & the growth still continues unexpectedly.

As mentioned by Kishore Biyani, the whole focus is “low margins & pushing volumes”
aggressively during these times which make the Big-Bazaar stick to its core Brand-
Personality.

Wednesday and Weekend Bazaar:One of the most popular events Wednesday

Bazaar presents terrific offers and irresistible discounts on majority of the products.

The Concept was to aim at giving the homemakers the power to save the most on this day
of the week. Even on weekends when the footfall is the highest, eye-catching offers and
discounts are promoted. The weekend promotions differentiated from the Wednesday
bazaar in terms of the offers & cross-selling and not on reducing the price of a particular
product.

This way they were able to differentiate both the concepts & focus on avoiding confusion
while promoting it to the consumers and also attract different type of consumers during
these durations.

Special event promotions:MahaBachat Sale: Big Bazaar’s incorporates such as on

Independence day by having MahaBachat Sale which did a business of 1.5 crores in its
Bangalore store alone. MahaBachat focuses on further reducing the price as compared to
the Wednesday Bazaar.

Also on auspicious occasions such as AkshayaTritiya which again did a business of

150Cr on a single day in Mumbai & Ahmadabad last year. An event offering discounts,

25
benefits and privileges’ to senior citizens were created and promoted on the Senior
Citizens Day.

Monthly Bachat Bazaar: Big Bazaar understands clearly the habits of Indian consumers.
In Monthly Bachat Bazaar the prices are reduced at the start of every month in order to
target those consumers who bulk purchase the products and especially the commodities
every month.

Price Challenge Campaign:Reinforcing Big Bazaar’s USP of value proposition,

“Is se sastaauracchakahinnahi” scheme was launched. The challenges promise to offer
twice the price difference, if the cost of any of the item found in the store is found to be
higher than the market price.

This doesn’t mean that the consumer actually go to other shops in order to compare the
prices, but due to this challenge of Big-Bazaar, the consumers had more faith & trust on
the Big-Bazaar and hence were confident seeing the confidence level of Big-Bazaar
which again built a strong brand differentiation of Big-Bazaar for low pricing.

Exchange Offers: This promotion primarily focused on letting people disposing off
their junk and to gain something out of it in return i.e. “Bring anything old & take
anything new”. They could exchange their products and shop from a huge spectrum of
discounted products.

This gave the motivation factor to consumers to give their old belongings for something
worth & hence their old is not getting waste or is unvalued. Since the Indian consumers
are very much value conscious, this strategy worked out very well. Big-Bazaar also made
it sure that the campaign is actually not fooling the consumers around and is actually

26
giving the desired value focusing on the fact that “faith thrashed is never recovered” in
India.

In-Store Communications: To ensure that no one misses out on an opportunity to

gain from special offers, service boys ferry around a trolley with the product inside,
announcing the scheme. Not only is this entertaining it also helps customers pick up the
product from the trolley instead of walking up to the rack where it is on display.

Language Customization: To make sure that non-English speaking customers don’t

feel alienated, the communication is also conducted in the local language. The
communication is always unambiguous and direct.

The Power of One Campaign: This initiative encourages customers to add One
Rupee to their bill towards donation to a social cause. Big Bazaar makes an equal
contribution and donates the entire proceeds to an NGO called Save the Children India.
This is a selfless body which has been working for the welfare of children from
marginalized sections of society.

Corporate campaign: Big Bazaar has recently launched a corporate campaign which
revolves around a family having a great time together. The brand anthem “Khushiyon se
BhariJholi” connects with the customers at an emotional level positioning Big Bazaar as
part of the happy moments.

Future Cards: Specifically for Big Bazaar outlets these credit-cum-loyalty card which
offer customers a slew of discounts and benefits across Future Group stores are co-
branded with ICICI Bank. Customers receive four loyalty points for every Rs 100 spent
at Future group's retail stores and one loyalty point for every Rs 200 spent outside the
group's retail stores. This creates a vicious cycle for the customers to repeat their
purchases and is especially done by the consumers during special occasions.

School JaoKhushiKhushi: Providing Discounts School related requirements &

accessories like school bags, water bottles, lunchboxes, shoes etc.

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Promotions include:

-Pencil Case for purchase of above Rs 500.

- Free shopping trip worth Rs 1000/- for Sending ones experience of the “Best day that
you had in school”

– The most humorous & the best one is selected as a winner and to avail the offer.

- Lucky draw for the lucky kids – shop for Rs 1,000 & above, drop in your kids name
into the drop box – 10 lucky kids were provided with the offer 30% off on an NIIT course

- Motivational offer for Kids: Shop for Rs 500 or above, Parents are told to drop in the
kids painting, the best painting is sponsored for an art course.

“Dostonkesaathkhushiyonmanao” Individual are invited with friends – “more the

merrier” – shopping with 1 friend entitles the individual with 10% discount, coming with
two friends – get 20% discount etc on the total bill.Friendship band to every walk-in

A friend indeed –people were told to drop their best friends name in the drop-box and in
lucky draw the winner could win the major prize – A Car!!

Special treatment & emotional connect for the individual & his/her friend –free massage,
tattoos, horoscope etc were provided for purchases above Rs 500/- & above during the
friendship day.

Diwali Dhamaka:This campaign especially remains open for longer duration Huge
discounts are seen over the board If purchase is above Rs 300/- two pairs of diya were
provided to the customers Tie up with known mithaiwala: if one purchases above 1000/-
people can avail discounts of 45% or above on the mithai purchased from that
mithaiwala.

Motivating the home made mithairecipes: Purchasing goods worth Rs 500 & above,
females were pulled to send the recipe of their secret mithai& the best judged recipe gets

28
a complete set of SanjeevKapoor’s cook-books DiwaliManao abroad – winning through
lucky draw on purchases worth Rs 1,000 or above.

Christmas Joy: Across the board discounts Big Bazaar’s special surprise Christmas
gift on purchase of over Rs 1000/- or above. Christmas-Card Design Contest: Design next
year’s Christmas card for children and a gift voucher worth Rs. 500 were given to the
best card winner. Big Bazaar Christmas party focusing on points & vouchers through
festival focused games.

Happy-Hours: All the discounts/offers were hiked up in a fixed hr of a day eg: Buy X
and get Rs 10 off on that day will become Rs 15 off.

Mystery-Shopper: Every day, one person is tagged as the mystery shopper i.e.

a) 100th person walking through the door wearing all red

b) 1st person walking through the door wearing all red – These people gets the discount
of 50% on the total bill.

“Apke kismet meinhaikhushi”: Lucky is happy Based on scratch card Get all that you
pick in 60 seconds till reaching the billing counter

Assured gift for the bulk takers: Choose a gift from the listed items if the bill is
above 1000/- This is used especially to push the non-moving goods which is usually put
in the listed free gift items.“Bantokhushiyanharekke sang”: Social causes “Khilone se
khushi bate”

Toy drop box was set in the big-bazaar store and the concept was promoted to ask for the
toys from the families & then the toys were sent to the social organizations working for
underprivileged children’s. This has helped the underprivileged, generate goodwill, and
have also attracted the floor traffic to store at the large scale.

Support through charity:

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Donation to the charity on the individual’s name for purchasing above a specified
amount. Customers were given an ornament with his or her name on it to hang signifying
the donation by the individual.

Special Strategies.

1. * To minimize Retailing cost.

2. * Operating: Fewer staff on the floor-one person for every 500 sq ft.
3. * Minimize the Furniture cost.
4. * Saving Shelf Space.
5. * Way to deal unsold stock off.
6. * “Today’s Price”: Everyday a chosen product is being sold at lower than usual price.

2.6 CONSUMER SATISFACTION

Related to Marketing Strategies Adopted by Big Bazaar

Customer Satisfaction Meaning-Satisfaction is an overall psychological state that

reflects the evaluation of a relationship between thecustomer/consumer and a company-
environment-product-service. Satisfaction involves one of thefollowing three
psychological elements: cognitive (thinking/evaluation), affective (emotional/feeling),and
behavioral. "Satisfaction" itself can refer to a number of different facts of the relationship
with acustomer. For example, it can refer to any or all of the following:

 Satisfaction with the quality of a particular product or service

 Satisfaction with an ongoing business relationship
 Satisfaction with the price-performance ratio of a product or service
 Satisfaction because a product/service met or exceeded the customer’s
expectations

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The achievement of customer satisfaction leads to company loyalty and product
repurchase. Because customer satisfaction is a subjective, non-quantitative state,
measurement won’t be exact and will require sampling and statistical analysis.

Customer satisfaction measurement must be undertaken with an understanding of the gap

between customer expectations and attribute performance perceptions.

There should be some connection between customer satisfaction measurement and

bottom-line results.

Customer satisfaction is influenced by perceived quality of product and service attributes,

features and benefits, and is moderated by customer expectations regarding the product or
service .Each of these constructs that influence customer satisfaction need to be defined
by the researcher.

Objectives of a Consumers Satisfaction

In addition to a clear statement defining customer satisfaction, any successful surveying

program must have a clear set of objectives that, once met, will lead to improved
performance. The most basic objectives that should be met by any surveying program
include the following:

 Understanding the expectations and requirements of all your customers

 Determining how well your company and its competitors are satisfying these
expectations and requirements
 Developing service and/or product standards based on your findings
 Examining trends over time in order to take action on a timely basis
 Establishing priorities and standards to judge how well you have met these goals
Before an appropriate customer satisfaction surveying program can be designed,
the following basic questions must be clearly answered:
 How will the information we gather be used?
 How will this information allow us to take action inside the organization?
 How should we use this information to keep our customers and find new ones?

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 2.7 EXPECTATIONS AND CONSUMERS SATISFACTION

Expectations are beliefs (likelihood or probability) that a product/service (containing

certain attributes, features or characteristics) will produce certain outcomes (benefits-
values) given certain anticipated levels of performance based on previous affective,
cognitive, and behavioral experiences. Expectations are often seen as related to
satisfaction and can be measured as follows:

1. IMPORTANCE: Value of the product/service fulfilling the expectation.

2. OVERALL AFFECT—SATISFACTION EXPECTATIONS: Like / Dislike of the

product/service.

3. FULFILLMENT OF EXPECTATIONS: The expected level of performance vs. the

desired expectations. This is “Predictive Fulfillment” and is a respondent-specific index
of the performance level necessary to satisfy.

4. EXPECTED VALUE FROM USE: Satisfaction is often determined by the frequency

of use. If a product/service is not used as often as expected, the result may not be as
satisfying as anticipated. For example a motorcycle that sits in the garage, an unused year
subscription to the local fitness center/gym, or a little used season pass to a ski resort
would produce more dissatisfaction with the decision to purchase than with the actual
product/service.

IMPORTANCE OF CONSUMER SATISFACTION

Effective marketing focus on two activities:

1. Retaining existing customers.

2. Adding new customers.

Customer satisfaction measures are critical to any product and services company because
customer satisfaction is a strong predictor of customer retention, customer loyalty and
product repurchase.

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 2.8 SWOT ANALYSIS OF BIG BAZAAR

STRENGTH:

Maximum number of varieties: People prefer those places where they can get the
maximum products they need and Big Bazaar provides vast range of products under one
roof helping in attracting customer and their family to shop together and enjoy the
experience.

High brand equity: Big Bazaar has created high brand equity through its promotions and
marketing it has created a different image for its products as the cheap and best.

Largest chain of retail marketing in India: Big Bazaar is the first retail chain to be
started in India and is the largest and successful until now.

High capacity investment: Big Bazaar offers 1,70,000 products and owns more than 100
retail stores all over India and has the strong financial background as being the subsidiary
of future groups which owns the pantaloons which is one of the biggest the industries in
men’s wear in India and have its work is spread all over India. Future group is one of the
leading groups in India.

Everyday new promotions and schemes of low prices and discounts: Big Bazaar
always offers new schemes of low prices and gives discounts in products like Big Bazaar
offers the sabsesaste 3 din ( the cheapest 3 days) in which it offers the lowest of prices
than other days.

Facilities like online booking and delivery of goods: It is not just a chain of retail
shopping but also provides online shopping facility to the consumers.

WEAKNESS:

Overcrowded: During offers, promotions and even on weekends the place is

overcrowded with people and sometime even there is the situation of closing the store
due to it.

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Checkout can be extremely slow: There can be seen a long queue on the billing
counters making the consumer wait for hours due to the slow service and the crowd.

Perception of low price=low quality: Generally people think that if any product has low
price then the quality of the product will be low as they think quality comes with price.

Targets at the middle class and upper middle class only: It targets at the middle and
upper middle class due to which it ignores the upper and elite class people as they are the
cream of the society who are ready to pay any price for the quality and product they need.

OPPORTUNITIES:

Big Bazaar can enter into production of various products due to its in depth
understanding of customers’ tastes and preferences.

Nowadays people prefer going to one big store and buy everything instead of visiting
different places for different items and waste time. So Big Bazaar can expand the
business in smaller cities as there is a lot of opportunity. Lots of potential in the rural
market

THREATS:

High business risk involved: Big Bazaar investment is very large so it is obvious that
there is high business risk involved.

Lot of competitors: There are a lot of countries which are planning to enter the Indian
market like Wal-Mart, Carrefour and Tesco which is a big threat to Big Bazaar.

Fewer Parking Spaces: Customers are not satisfied with the parking space availability
provided by Big Bazaar. Hence it’s a threat of Big Bazaar as it may lose its customers
because of less parking space availability. In holidays it will be very difficult for
customers to park their vehicle in Big Bazaar.

Unorganized retailing: Unorganized retail stores are a threat to the business of big
bazaar as now also people prefer to go to the local stores which are convenient enough
for them.

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 2.9 PRODUCT AND BRAND MANAGEMENT

Brand Values

Brand Big Bazaar stands for delivering value for money. Customer service and shopping
comfort are at the core of Big Bazaar's philosophy. Innovation and initiative define its
brand character. It strives to reach out to its customers by imbibing the local flavor and
melting into the local geography. In November 2007 Big Bazaar has launched a
campaign titled "Power of One". This initiative encourages customers to add One Rupee
to their bill towards donation to a social cause. Big Bazaar makes an equal contribution
and donates the entire proceeds to an NGO called Save the Children India. This is a
selfless body which has been working for the welfare of children from marginalized
sections of society.
The brand anthem KhushiyonseBhariJholi connects with the customers at an emotional
level positioning Big Bazaar as part of the happy moments.

Product & Brand Values

Brand management is a communication function in marketing that includes analysis and
planning on how that brand is positioned in the market, which target public the brand is
targeted at, and maintaining a desired reputation of the brand. Developing a good
relationship with target publics is essential for brand management. Tangible elements of
brand management include the product itself; look, price, the packaging, etc. The
intangible elements are the experience that the consumer takes away from the brand, and
also the relationship that they have with that brand. A brand manager would oversee all
of these things.
Brand and product management jobs often entail running multi-million dollar product
businesses and hence provide excellent opportunities for those interested in general
business and entrepreneurship. As brand management skills have become critical in the
more central marketing strategy efforts of many leading organizations, brand
management is increasingly a route to CEO positions. Graduates of the program have
also leveraged their brand management skills into account management positions with
advertising and communication consulting firms.
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 2.10 STP (SEGMENTATION, TARGETING AND POSITIONING)

STP or segmentation targeting positioning is a marketing tool with the help of which
marketers differentiate, attract, retains and grow customer base for their respective
products.
Market Segmentation:
Segmentation is the procedure that an organization goes through to segregate the market
into different groups according to the different characteristics which might need different
products. The Marketer, groups various people into segments on the basis of similar
characteristics, tastes, perception etc. so that they will have a similar view/response to a
particular product launched specifically for each segment.
“The subdividing of a market into homogenous (or similar) subsets of customers, where
any subset may conceivably be selected as a target market to be reached with a distinct
marketing mix” Segmenting is the process of dividing the market into segments based on
customer characteristics and needs.

The main activity segmenting consists of four sub activities. These are:
1. Determining who the actual and potential customers
2. Identifying segments
3. Analyzing the intensity of competitors in the market
4. Selecting the attractive customer segments.
The first, second and fourth steps are described as market segmentation. The third step of
analyzing the intensity of the competitors is added to the process of segmenting in this
process description. When different segments are identified, it is not necessary that these
segments are attractive to target. A company is almost never alone in a market --
competitors have a great influence on the attractiveness of entering a certain market.
When there is a high intensity of competitors, it is hard to obtain a profitable market
share and a company may decide not to enter a certain market.

The third step of segmenting is the first part of the topic of competitor analysis.

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The need for segmenting a market is based on the fact that no market is homogeneous.
For one product the market can be divided in different customer groups. The variables
used for this segmenting in these groups are usually geographical, psycho graphical,
behavioral and demographic variables. This results in segments which are homogeneous
within and heterogeneous between each other. When these segments are known, it is
important to decide on which market to target. Not every market is an attractive market to
enter. A little filtering has been done in this activity, but there are more factors to take in
account before targeting a certain market segment. This process is called targeting.

 Big Bazaar target to upper middle class and higher customers.

 The large and growing young working population is a preferred customer
segment.
 Big Bazaar specially target working women and home maker who are the primary
decision maker.

Customer Targeting:
After the most attractive segments are selected, a company should not directly start
targeting all these segments -- other important factors come into play in defining a target
market. Four sub activities form the basis for deciding on which segments will actually
be targeted.

The four sub activities within targeting are:

1. Defining the abilities of the company and resources needed to enter a market
2. Analyzing competitors on their resources and skills
3. Considering the company’s abilities compared to the competitors' abilities
4. Deciding on the actual target markets.
The first three sub activities are described as the topic competitor analysis. The last sub
activity of deciding on the actual target market is an analysis of the company's abilities to
those of its competitors. The results of this analysis lead to a list of segments which are
most attractive to target and have a good chance of leading to a profitable market share.
Obviously, targeting can only be done when segments have been defined, as these

37
segments allow firms to analyze the competitors in this market. When the process of
targeting is ended, the markets to target are selected, but the way to use marketing in
these markets is not yet defined. To decide on the actual marketing strategy, knowledge
of the differential advantages of each segment is needed.
Key Insights from the Target Group:
 Saving is the key driver for the consumers.
 Indian consumers feel comfortable in crowds and motivated through what all the
people are buying.
 "It's only human to want more" — "Shopping kamazaatabhiaatahain jab
miltihaidhersaaricheezein or bahutsi variety".
 Indian consumers are more family oriented.
 Shopping is a much of entertainment, as they come in groups.
 Indian-ness is not all about Swadesi, it's doing things in Indian ways.
 A person had to hear about an offer thrice, before he actually makes decision to
buy.
Product & Brand Positioning
Positioning “has come to mean the process by which marketers try to create an image or
identity or value in the minds of their target market for its product, brand, or
organization.”
When the list of target markets is made, a company might want to start on deciding on a
good marketing mix directly. But an important step before developing the marketing mix
is deciding on how to create an identity or image of the product in the mind of the
customer. Every segment is different from the others, so different customers with
different ideas of what they expect from the product.

In the process of positioning the company:

1. Identifies the differential advantages in each segment
2. Decides on a different positioning concept for each of these segments. This process is
described at the topic positioning; here different concepts of positioning are given. The
process-data model shows the concepts resulting from the different activities before and
within positioning. The model shows how the predefined concepts are the basis for the

38
positioning statement. The analyses done of the market, competitors and abilities of the
company are necessary to create a good positioning statement. When the positioning
statement is created, one can start on creating the marketing mix.
There are three types of positioning concept:
Functional position
 Solve problems.
 Provide benefits to customers.
 Get favorable perception by investors (stock profile) and lenders.
Symbolic positions
 Self-image enhancement.
 Ego identification.
 Belongingness and social meaningfulness.
 Affective fulfillment.
Experiential positions
 Provide sensory stimulation.
 Provide cognitive stimulation

2.11 INTEGRATED MARKETING COMMUNICATION (IMC)

Integrated marketing communications (IMC) is an approach to brand communications

where the different modes work together to create a seamless experience for the customer
and are presented with a similar tone and style that reinforces the brand’s core message.

Its goal is to make all aspects of marketing communication such as advertising, sales
promotion, public relations direct marketing, online communications and social media
work together as a unified force, rather than permitting each to work in isolation, which
maximizes their cost effectiveness.

IMC is becoming more significant in marketing practice because of the reduced cost
effectiveness of mass media and media fragmentation. As consumers spend more time

39
online and on mobile devices all exposures of the brand need to tie together so they are
more likely to be remembered.

Increasingly the strategies of brands cannot be understood by looking solely at their

advertising. Instead they can be understood by seeing how all aspects of their
communications ecosystem work together and in particular how communications are
personalized for each customer and react in real time, as in a conversation. Brand
strategies and their tactics can be viewed on the Integrated Brands site.

IMC Components of Big Bazaar IMC

The foundation – is based on strategies understanding of product and market. This

includes changing in technology. Buyer attribute and behavior and anticipated moves by
competitors.

The corporate culture – increasingly brands are seen as indivisible from the vision,
capability, personality and culture of the corporation.

The brand focus – is the logo, corporate identity, tagline, style and core message of
branding

Customer experiences - includes the design of the product and its packaging, the
product experience (for instance in a retail store) and services

Communication tool – includes all mode of advertising. Direct marketing and online
communication including social media

Promotional Tools - trade promotions; consumer promotions; personal selling, database

marketing, and customer relations management; public relations and sponsorship
programs

Integration Tools - software that enables the tracking of customer behavior and
campaign effectiveness. This includes customer relationship management (CRM)
software, web analytics, marketing automation and inbound marketing software.

40
Importance of IMC for Big Bazaar

Several shifts in the advertising and media industry have caused IMC to develop into a
primary strategy for marketers:

1. From media advertising to multiple forms of communication.

2. From mass media to more specialized (niche) media, which are centered on
specific target audiences.
3. From a manufacturer-dominated market to a retailer-dominated, consumer-
controlled market.
4. From general-focus advertising and marketing to data-based marketing.
5. From low agency accountability to greater agency accountability, particularly in
advertising.
6. From traditional compensation to performance-based compensation (increased
sales or benefits to the company).
7. From limited Internet access to 24/7 Internet availability and access to goods and
services
8. It can create competitive advantage, boost sales and profits, while saving money,
time and stress.
9. IMC wraps communications around customers and helps them move through the
various stages of the buying process. The organization simultaneously
consolidates its image, develops a dialogue and nurtures its relationships with
customers.
10. This Relationship Marketing cements a bond of loyalty with customers which can
protect them from the inevitable onslaught of competition. The ability to keep a
customer for life is a powerful competitive advantage
11. IMC also increases profits through increased effectiveness
12. Carefully linked messages also help buyers by giving timely reminders, updated
information and special offers which, when presented in a planned sequence, help
them move comfortably through the stages of their buying process

41
 13. Finally, IMC saves money as it eliminates duplication in areas such as graphics
and photography since they can be shared and used in say, advertising, exhibitions
and sales literature.
14. IMC also makes messages more consistent and therefore more credible. This
reduces risk in the mind of the buyer which, in turn, shortens the search process
and helps to dictate the outcome of brand comparisons.

2.12 LOYALTY PROGRAM OF BIG BAZAAR’S

(A Step towards Customers Satisfaction) Loyalty Programs:

Pay-back Card

At Future Group Big Bazaar, we believe in building long-lasting relationships with

customers. We encourage repeat customer visits through our unique offers and special
sale days. Future Group has taken the whole concept of customer loyalty to the next level
by joining hands with PAYBACK. PAYBACK is India’s largest and one of Europe’s
most successful multi-partner loyalty programs. With PAYBACK, customers can shop,
save and get rewarded. This program enables consumers to collect millions of points
across online and offline partners – with just a single card. Customers can accumulate
points across Future Group formats , thereby making “shopping rewarding”. Our formats
Big Bazaar, Food Bazaar, Pantaloons, Central, Home Town, eZone, Brand Factory and
Future Bazaar are a part of the PAYBACK Loyalty program.

Some Basic Information about Payback and Payback Card:

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1. What is PAYBACK?

a. PAYBACK is a unique loyalty program that lets you earn points for the daily
activities you do, like refueling, traveling, shopping, eating out, watching movies, flying
etc.

b. You can earn points by swiping your PAYBACK card at the time of payment with our
participating partners be it cash, cheque, credit or debit card.

c. Points earned can be redeemed against fabulous rewards from the PAYBACK rewards
catalogue or at PAYBACK’s various in-store/retail store partners and online partners.

2. What are the benefits of PAYBACK?

a. PAYBACK is a multi partner rewards program where several merchants have come
together to reward the customers for their continued relationship.

b. It has a huge network of partners at national, regional and local levels.

c. Members can accumulate points at a faster rate irrespective of their payment mode –
cash, credit/debit card, or cheques across all the enrolled partners.

d. PAYBACK points earned by a member across the various partners in the network get
accumulated under the same membership account thus ensuring the member accumulates
points at a faster pace

e. Accumulated points can be redeemed against an extensive reward catalogue with a

variety of rewards to choose from.

The points can also be used as a payment option at many PAYBACK partners.

3. What are my eligibility criteria to become a member of PAYBACK? The

eligibility criteria to become a PAYBACK member are:

a. One should be above the age of 18years; and

43
b One should have a mailing address in India

4. What is a PAYBACK card?

a. A PAYBACK card is your membership card to the PAYBACK loyalty program

b. It uniquely identifies every member with his/her membership/card number

c. It is not a payment instrument like credit or debit cards

d. It enables you to earn points from our various partners.

5. How can I get a PAYBACK Card / Membership?

You can get a free membership by enrolling into the PAYBACK program on our
website. You would get a unique 16 digit card number. A new card will be shipped to
you within 14 working days. You can also collect your PAYBACK card across the
counter in any of the retail stores enrolled with PAYBACK.

6. How long is my PAYBACK Card valid?

PAYBACK membership card is valid for lifetime. However if you have the old i-mint
card, it is valid for 10 years only. You can call us and request for a new PAYBACK card,
which will be valid for lifetime.

7. How do I earn PAYBACK points?

Earning PAYBACK points is easy. After you get your PAYBACK card number:

a. Spot the PAYBACK logo at the transacting outlet or visit our online partners to earn
points by quoting the PAYBACK card number. Please visit our website to know more
about our participating partners

b. Please allow a maximum time period of 45 working days for points to get credited to
your PAYBACK membership account.

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c. You can make use of our power of multiplicity benefit by making transaction with
different partners from a same source and yet earn points from all of them.

8. How do I login to my new PAYBACK account?

Log on to www.payback.in and enter your 16 digit PAYBACK Number / Username to

view your points balance and activate coupons. To update your profile or redeem
PAYBACK points, please enter your 4-digit PIN. PIN is a 4 digit numeric value which
needs to be typed in to access your PAYBACK account. For all the existing PAYBACK
account holders, PIN will be set to your Date of Birth (DDMM – Date &Month) as
shown in the example below. You will have to change your default PIN/DDMM to a new
PIN on your first login.

Example:

Registered DOB with PAYBACK – 6th May 1985 Default PIN – 06059.

9.Why should I register my PAYBACK Card?

You should register your PAYBACK card to avail all the benefits of the program. Once
registered, you will be able to check your point balance and you will be able to redeem
your PAYBACK points for rewards from our website. To register please visit our
website.

10. How can I redeem my PAYBACK points?

a. Identify the product from the rewards catalogue on our website and then you can
either redeem your PAYBACK points on our website or call our Contact Center and
mention the item code of the product.

b. Or, you can redeem your PAYBACK points to make payments at our PAYBACK
retail store partners who accept redemption at the store.

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c. Or, you can redeem your PAYBACK points to make payment at our PAYBACK
online redemption enabled partners.

11. How do I register online?

a. Visit our website www.payback.in

b. Enter your 16-digit PAYBACK card number into the top right corner login box and
click Login.

c. You will be taken to the registration page. Complete the registration form with your
personal details to register and use your PAYBACK account.

12. What is the benefit of using the online account?

a. View and manage your PAYBACK points online

b. View and edit your personal details

c. Access our rewards catalogue and place redemption orders online d. Contact us
directly via our Website

13. Who are our partners?

We are tied up with 4 national partners –Big Bazaar, ICICI Bank, HPCL
andwww.makemytrip.com and many more partners in your city and online.

To get more information, please visit the Partners section on our website.

14. How can I keep a track of my PAYBACK points?

You can track and manage your PAYBACK points by registering on our website or by
calling our Contact Center or by sending SMS PBBAL < space >< last four digits of your
PAYBACK card number> to 9212146468 from your registered mobile number(National
SMS charges apply).

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15. What is the number of your Contact Center and what are their working hours?

PAYBACK Contact Center Number: 1860-258-5000 (Local call charges apply)

PAYBACK Contact Center is open from 10:00 AM to 9:00 PM.

16. What information is available on my PAYBACK card?

PAYBACK card will have the following information, . 16 digit card number .
PAYBACK Contact Center Details . Bar coding of the card information In addition to the
PAYBACK card, we also have partner branded cards. For more details please visit our
website.

17. What kinds of products are available to redeem my PAYBACK points?

You can choose rewards from a wide variety of categories from the PAYBACK rewards
catalog Each reward requires a certain number of points available in your account to
redeem.. You can choose the reward corresponding to the available points in your
account and place the redemption order.

18. What if in case I receive a wrong or damaged product?

This would not occur as we always commit ourselves in delivering the right product. If
in case it happens, you can call our Contact Center within 7 days from the receipt of the
product and we would re-ship the right product to your mailing address.

19. How can I cancel my PAYBACK membership/account?

A member may terminate his/her PAYBACK membership by calling the Contact Center
and requesting for termination. Post cancellation of membership the PAYBACK points
already earned and to be earned will continue to be purged and not refunded back to the
member. Therefore, please ensure to redeem your points before cancelling the
membership.

20. How to reactivate my account?

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Your account can be reactivated within 30 days from the date of cancellation by calling
our Contact Center and placing a request for the same.

T24 Program

T24 will provide customers with a dual advantage all 24 hours of the day—‘Shop More,
Talk More’ and‘ Talk More, Shop More’. Shopping and talking on our mobile phones are
among the two favorite activities for all of us in India. With T24, we have been able to
develop a unique customer value proposition that combines these interests of the
aspirational Indian. Customers will get shopping benefits for talking and talk-time
benefits each time they shop. We believe that with our partners, Tata Teleservices
Limited, we have been able to develop a differentiated offering in the crowded telecom
space and also increase the loyalty we enjoy among the millions of customers who
patronize our stores.T24 (Talk 24) tariff plans reflect the competitive per-second rates
being offered for pre-paid customers on Tata Teleservices Limited’s GSM network. In
addition, customers will be rewarded with free talk-time for every purchase at Future
Group Stores starting at Rs.10 to a maximum of Rs.350. Plans will keep evolving to offer
ever-more attractive options to the customer.

Additional Features

• Improved & Easy Navigation in the stores.

• There is a display board in the store where you’ll find different products in
different places so that finding products is no more problem for you.

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 • Shopping accessories(trolley/baskets/bags) are always available in the store to
make your shopping so comfortable.

• There are first-aid desk in the store.

• Clean space for moving into the store.

• All sales persons are very helpful & ready to help you always.

• All cash counter (12-15) are always open. So you don’t have to wait in front of
the cash counter for billing.

• Moderate Environment in the store, like Music/Aroma, so that you can enjoy
your shopping.

• Wheel Chair available in the store for Handicapped & Pregnant women.

• Tight Security system in the store. Emergency exit available.

• Fire protected store (fire prevention equipments are implemented in the stores).

• Drinking Water/Wash Room available for the consumers.

• There are places where you can seat and enjoy food in the food court.

• Varieties of foods are available in the food court.

2.13 COMPETITORS OF BIG BAZAAR

1) RELIANCE FRESH
Reliance Fresh is the convenience store format which forms part of the retail business of
Reliance Industries of India which is headed by MukeshAmbani. Reliance plans to invest

49
in excess of Rs. 25000 crores in the next 4 years in their retail division. The company
already has in excess of 560 reliance fresh outlets across the country. These stores sell
fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products. A
typical Reliance Fresh store is approximately 3000-4000 square. Feet and caters to a
catchment area of 1-2 km.Reliance Fresh, Reliance Mart, Reliance Digital, Reliance
Trends, Reliance Footprint, Reliance Wellness, Reliance Jewels, Reliance Timeout and
Reliance Super are various formats that Reliance has rolled out.

2) SPENCER’S RETAIL
Spencer's Retail is one of India’s fastest growing retail stores. It has multiple Formats for
retailing food, apparel, fashion, electronics, lifestyle products, music and books. It is
owned by the RPG Group, a major business house. Established in 1996, Spencer’s is one
of the popular destinations for shoppers in India with supermarkets, hypermarkets and
dailies spread all over India.

3) SUBHIKSHA
Subhiksha is an Indian retail chain with more than 1400 outlets sellinggroceries, fruits,
vegetables, medicines and mobile phones. It was started andis managed by R
Subramaniam, IIM Ahmedabad alumni. Subhiksha plans toopen 1000 outlets by
December 2008. He also plans to invest Rs.500 croresto increase the number of outlets to
2000 across the country by 2009.The name Subhiksha means prosperity in Sanskrit. It
opened its first store inThiruvanmiyur in Chennai in March, 1997 with an investment of
about Rs. 5lakhs. The retail chain has seen a considerable growth by offering goods at
cheaper rates and thereby increasing its customer base.

4) TRENT (WESTSIDE):

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Trent is the retail arm of the Tata group. Started in 1998, Trent operates Westside, one of
the many growing retail chains in India. The foresight of the Tata group, which invested
in retail relatively early, is paying high dividends as retail is one of the booming sectors
in India. The company has a turnover of Rs. 357.6 crores (FY 2005-2006) and currently
operates 22 stores in the major metros and mini metros of India. An international
shopping experience, a perception of values, and offering the latest styles, has created a
loyal following for West side’s own brand of merchandise.

5) BHATI WAL-MART:
Private Limited is a joint venture between BhartiEnterprises,one of India's leading
business groups with interests in telecom, agri-business, insurance and retail, and Wal-
Mart
,the world’s leading retailer, renowned for its efficiency and expertise in logistics, supply
chain management and sourcing. The joint venture is establishing wholesale cash-and-
carry stores and back-end supply chain management operations in line with Government
of India guidelines. Under the agreement, Bharti and Wal-Mart hold 50:50 stakes in
Bharti Wal-Mart Private Limited. The first Wholesale Cash-and-carry facilitynamed
"Best Price Modern Wholesale" Opened in Amritsar in May 2009and subsequently in
Zirakpur (Near Chandigarh), Jalandhar, Kota,Bhopal, Ludhiana, Raipur, Indore,
Vijaywada, Meerut, Agra, Luck now, Jammu, Guntur, Aurangabad, Bathinda, Amravati
,Hyderabad and Rajahmundry.

2.14 STRATEGIES FOR GROWTH & BEAT THE COMPITATORS

MARKET

 Big Bazaar to Sell Financial Products Soon.

 Child Care Centre

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  Onion-Potato Scheme
 Billing Counters

Child Care Centre

• It will be located near kids section.

• Help families to shop without worrying about their children.

Assumption

• Increase in 0.5% of sales

Advantages:

• Parents shopping freely

• Children will demand more toys

Disadvantages:

• Cost of space& Children Care

Onion-Potato Scheme

• Purchase for 1,000 INR, and get free 1kg onion and Potato for 52 weeks
• Offer can be claimed on weekdays only

Assumptions

– 1kg potato, onion - Rs14/kg

– 25% of the total weekly footfalls come, on weekdays
– 5% increase in shoppers availing of this offer

Billing counters

• We suggest changing the placement of the billing counters to manage crowd.

52
 • We can have cash counters at every section and few at exit.

Assumptions:

• By implementing this plan their sales can increase by 0.5%

Big Bazaar to Sell Financial Products Soon

 Big Bazaar, which sells staples to consumer durables, is now all set to sell
financial products. Banking on the popularity of Big Bazaar, Future Group CEO
Kishore Biyani is planning to sell financial products – from loans to insurance –
in a store-in-store format. On offer will be car loans, home loans, property loans,
gold loans, life insurance, mutual funds, wealth management and broking
services.
 The company is planning to launch 100 such branches by March next year, with a
target to disburse Rs. 1,000 crore of secured loans this fiscal and service over 1
lakh customers in the first year itself. Future Group already offers consumer
durables loans from the stores and has tied up with Transunion and Credit
Information Bureau for on-the-spot customer scoring so that loans can be
sanctioned faster.
 “What we have learnt in our business is that we need permanency. This will be in
our stores, for our customers it’s an additional facility,” said Biyani.
 Though the concept is new in India, this model has seen success abroad. Global
retailer Wal-Mart alone has over 1000 such centers in their stores. But to
duplicate this model in India will have its challenges, including the possibility of
miss-selling or lack of a proper background check of the customer.“The key thing
is for businesses like loans against property it cannot be done across the counter.
The verification itself takes 4-5 days. In principle though it can be done,” said V
Vaidyanathan, vice-chairman & MD, Future Capital.
 Although an ambitious project, the real challenge for Future Capital will be to
build a brand in the financial services space, like it has done with Big Bazaar, and
ensure that the products and services offered are good.

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 CHAPTER-3

DATA ANALYSIS & INTERPRETION

This Survey was conducted online that I request my friends, family member, and other
relatives to provide their feedback by filling this form. In the surveys, interviews and
study conducted below I came across many Marketing factors that influence the
consumers’ perception of a store and their subsequent shopping and buying decisions.

The age groups were found the most response one because most of age between 18-38
were aware of big bazaar store and they usually shop from their according to their
requirements so, But to Target other age group accordingly other kinds of marketing
strategies should be coming up for specific age group target

It was surprising that the youth most frequent Visit malls and retail stores. But the other
age groups between 38-48were found to exceptional with buying behavior of young so, to
attract age group which goes to other kirana store was little bit difficult due to many
reasons this Can be Learning and Targeting Topic Which Marketer has to Focus and find
Alternatives regarding to Effective Solutions.

Consumers were also asked to indicate their gender at the Beginning of Interview. By
analyzing the responses to this question, it can help the Researchers, as well as companies
to identify the distribution in the number of men and women who visit the retail outlets
and appropriate decisions can be made accordingly Target Market Can be specified

The highest numbers of respondents to visit most frequently in weekends were female.
Apart from that there may be many reasons but important can be due to non-availability
of sufficient female respondent it was just assumed to be based on limited sample gender.

This can help the companies and researchers in undertaking future decisions and studies.
Since more women to visit retail stores than men, companies can target their offerings
and marketing strategies.

54
 CHAPTER-4

FINDINGS OF QUESTIONNEAR & INTERPRETATION

INTERPRETION - In the online survey there were major numbers of female’ 55% as
compare to male’s , males were 45% only.

INTERPRETION – In the above survey the customer from different are group were 5%
from 12-18, major of them 70% were from 19-25, some were from 26-35 some of them
10% were from36-50, and rest of 4% were above 50 years of age.

55
INTERPRETION – In the survey there were different occupation of customer who shop at
big bazaar. Major were the students 63%. The customer who Service were 10% self
employed were 11%, professiona were 9% and unemployesd customer were 7%

INTERPRETION -According to online Survey 100 Form information out that survey 97%
of Consumers who have done shopping at Big Bazaar and rest of 3% who had been never
shop at Big Bazaar it was found that there were other reasons effecting their buying
behaviors some may be non-availability of big bazaar store nearby or due to family
background they may purchase products from their suitable retail market. From these
question who have never purchase product from big bazaar their interview was put for
end due other questions that relates to consumer of Big Bazaar

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INTERPRETION -AccordingtosurveyMostly of Consumers visit big bazaar rarely &
frequently is measured that is from 1 to 5. 0-1 is 21.9%, 1-2 is 27.1%, 2-3 is 22.9% 3-4 is
19.8%, andn4-5 is only 8.3% accordingly visiting big bazaar store was there by sample
respondent.

INTERPRETION – According to survey 64.9% of people find a specific brand of product

for which they search were as 35.1% of them don’t get the product.

57
INTERPRETION -From this analysis part we can understand the popular section of big
bazaar. Food Bazaar, Clothing section is more popular while others sections are not so
popular. Researchers may use this analysis part to make popular those other section, and
continuous improvements of popular section to increase more footfalls and more
satisfaction. Big Bazaar has to take into Consideration that apart from Food & clothing
Sections others Sections are also important to make Better Utilization of Scape and
Particular Market

INTERPRETION -The Product or Brand Variety is the important aspect of any retail
market that some consumers look for. Any Kind of Variations in Product Availability
Can Leads to Dis-Satisfaction to Customer. Hence Consumers where ask to about are
they are satisfied with product variety available at big bazaar and how satisfactory is
product or service made for you. Consumer’s response was good with regards that are
satisfied with product and Response seen was Yes-72% that of consumers were confused

58
about product available and can’t say were 5%. And other were unsatisfied to Big Bazaar
product it may be because they observe that some product were unavailable and some out
of Stock was 23%.

INTERPRETION -This question was really important why consumer purchase product from
big bazaar? This may help the competitor to find his strength and weakness. Result of this
question found little confusing to us because of Little Difference and that majority of
Consumer Purchase due to Discounts/offers/lower price at big bazaar which contributes
51% , some because of variety of products 35%,some because of quality/quantity of
product 11% and some because of branded products 11% were some prefer all of these
that is 26%. of Consumer high response was due to Discounts/offers & variety of
products.

59
INTERPRETION – In the survey it is found that differet facilities provided at big bazaar
satisfies the customer. 18% of customer says that different services provided like
music,temreture etc is Excellent. Major customer 60% says it is Good, some of them
says it is average 20% and some of them are not satisfied with different facilities
because of Crowd or less pace or because of ambiance. So big bazaar must also focus on
other services to be provided in a good manner.

INTERPRETION – According to the survey conduccted major consumer says that 66% of
the marketing strategy is effective towards their competitors and some of the 14% think
that marketing strateg is not so effective were rest of 20% can’t say anything.

INTERPRETION –This is the important question to know about the compitetors.

According to the online survey customer think that the biggest compitetor of Big Bazaar
is D-Mart. that is 83% . were some of 29% think Reliance fresh Is the one of the big

60
compitetors that is 29% and hypercity at 13% and other are 11%. Big Bazaar must plan
more strategy to tackle the compitators.

INTERPRETION – In survey it is founded that 62% of peple think that retailers are
affected by big bazaar and 13% think that retailers are not affected by Big Bazar. And
25% can’t say any thing.

INTERPRETION -From Questionnear point of view many customer feels that big bazaar
should provide services at rural areas because for generating empolyment,
development of rural areas. 84% of customer think to provide services in rural area 16%
says there is no more need of it.

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INTERPRETION – At the end of the survey respondent were asked question that . Do

You think that big bazaar meets consumer requirements. 75% says Yes and 8% says No.
were 17% can’t say.

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 CHAPTER-5

CONCLUSION

As most of the retail industries did market research before entering into market. Same
thing was done by Big Bazaar. Location, market, consumer perception analysis was done
by big bazaar.

In one year, much more diversification was done in it. And to retain customers they use
many loyalty programs & IT techniques.

Big bazaar, a part of future group is a hypermarket offering a huge array of goods of good
quality for all at affordable prices. Big bazaar with over 140 outlets in different part of
India is present in both the metro cities as well as in small towns.

Big bazaar can attract more customers by different variety customers through cultural
advertisement camping. They can improve customer satisfaction by providing quick
home delivery services.

I can conclude that Big Bazaar has one of the major retail industries in India. Working
environment is good and also the various facilities is provided to increase the customer
services. There exist a healthy & strong relationship between employees and managers.

The employees accept their responsibility wholeheartedly and perform the services in
well manner that satisfied the customers.

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 CHAPTER-6

SUGGESTION AND RECOMMENDATION

 Advertising is the basic and most prominent tool to increase the awareness of
their product. So, Big Bazaar should use this Effective tool to increase their
Consumer in the market.

 Retail business is successful only when they have a good customer services.
Customer loyalty can only be gain by providing good or satisfied services to the
customers.

 Most respondents take on the spot decision of buying different products because
of the various attractive products displays. So pretty combination with good
services should be done to retain customers

 Quality plays a major role because most respondent said that they want a quality
product and that’s also the one of the reason for most of the respondents sticking
to particular brand.

 Customers are very price conscious they are having many options in the market.
The following steps should follow for pricing:-

 Should follow more of high low pricing rather than everyday low pricing

 Should go for a weekly coupon system as it holds more of the loyal customers

 Should provide good customer services so that customer likes to visit again

 There should be a proper assortment of various product categories.

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 Proper training should be provided to the customer so that they can deal with
customer efficiently

 Various offers can be provided to them to attract new customers.

 Quality in product should be reached up to mark.

65
 REFERENCE

BIBLIOGRAPHY

1. Consumer Behavior and Branding

By S. Ramesh Kumar (Author)

2. Improving Customer Satisfaction, Loyalty, and Profit: An Integrated

Measurement and Management System

By Michael D. Johnson (author)

3. Marketing Strategy: Planning, Implementation and Control

By Subhash C. Jain (Author)

4. Marketing as Strategy: Understanding the CEO's Agenda for Driving

Growth and Innovation

By Kumar (Author)

5. Innovative Marketing Strategies

By Dr. R. K. Ghai and Dr. S. P. S. Bedi

6. Super Sectors: How to Outsmart the Market Using Sector Rotation and
ETFs

By John Nyaradi ( Author)

7. Marketing Management,
By Philip Kotler

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 WEBLIOGRAPHY

 www.AllAnalytics.com
 www.managementparadise.com
 file:///G:/66%20Quotes%20On%20Marketing%20From%20Philip%20Kotler.html
 http://www.futuregroup.in/businesses/payback-loyalty-program.html
 http://www.thehindu.com/todays-paper/tp-features/tp-metroplus/article3204129.ece
 http://www.moneycontrol.com/news/business/big-bazaar-maha-bachat-
offer_297498.html
 http://www.moneycontrol.com/news/business/big-bazaar-presents-%91the-great-
exchange-offer%92-_267371.html
 http://www.slideshare.net/guest70b206/company-profile-big-bazaar-1142871
 http://www.scribd.com/doc/128552167/bigbazaar
 http://www.mbaskool.com/brandguide/lifestyle-and-retail/4199-big-bazaar.html
 http://www.scribd.com/doc/130149804/Competitors-of-Big-Bazaar#scribd
 http://www.marketing91.com/marketing-mix-big-bazaar/
 http://www.yourarticlelibrary.com/marketing/marketing-mix-product-price-place-and-
promotion-4ps/5395/
 http://www.authorstream.com/Presentation/chougule.vaishali-1746923-big-bazaar-
7ps/
 http://www.academia.edu/5602775/CUSTOMER_SATISFACTION_TOWARDS_B_IG_BAZ
AAR-66-18

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 ANNEXURE

Questionnaire for Customer Satisfactions Related to Marketing Strategies Adopted

by Big Bazaar

1. What is your Name:_______________________________

2. What is your GENDER:

 Male
 Female

3. What is your AGE:

 12-18
 19-25
 26-35
 36-50
 Above 50

4. What is your Occupation?

A) Professional
B) Service
C) Student
D) Self-Employed
E) Unemployed

5. Do you shop at BIG BAZAAR?

A) Yes
B) No

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 6. If yes than how frequent you shop at BIG BAZAAR?

I rarely shop 1 2 3 4 5 I frequently shop

7. Do you always find a specific brand in BIG BAZAAR?

A) Yes
B) No

8. In which section do you spent more time in BIG BAZAAR?

A) Food Bazaar
B) Clothing
C) Electronic
D) Sports
E) Others

9. Are you satisfied with the product available at BIG BAZAAR?

A) Yes
B) No
C) Can’t Say

10. What comes to your mind when you think about BIG BAZAAR?

A) Discount/Offers
B) Variety of Products
C) Quality/Quantity of products
D) Branded products
E) All of these

11. What do you think of different facilities at BIG BAZAAR?

(Like Music, Temperature, Cleanliness, Lighting, Ambiance etc)

69
 A) Excellent
B) Good
C) Average
D) Poor

12. Do you think BIG BAZAAR’S Marketing Strategy is effective towards their
competitor’s?

A) Yes
B) No
C) Can’t Say

13. According to you who is the biggest competitor of BIG BAZAAR?

A) D-MART
B) Reliance Fresh
C) Hypercity
D) Others

14. Do you think retailers are affected by BIG BAZAAR?

A) Yes
B) No
C) Can’t Say

15. Do you think BIG BAZAAR should provide service at rural areas?

A) Yes
B) No

16. Do you think BIG BAZAAR meets the customer requirements?

A) Yes
B) No
C) Can’t Say

70