INTERNSHIP TRAINING REPORTON

Is se sasta aur accha kahin nahi !

PROMOTIONAL ACTIVITIES & ITS EFFECT ON CUSTOMER PURCHASE

Submitted in Partial Fulfillment of the Requirements of

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES

For the Award of

Master Degree in Business Administration

Submitted By:-
BINOD KUMAR BHARTI

Reg No: 821240130

EXTERNAL GUIDE: INTERNAL GUIDE:

Mr.Sujanya.R-Area Manager(HR) Prof. Narayana Prasad

Mr.Vasanth Kumar Gowda-Sr.Executive(HR) Prof.N.S.R.Murthy

Mr.Manjunatn(DM)

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES

Opp. K.H.B Main Road, R.T. Nagar Post, Bangalore-560032.

2008-2010
 ACKNOWLEDGEMENT
I express my profound gratitude to the almighty my Parents & brother for
providing me support, inspiration and encouragement throughout this
study.

I express my heart-felt gratitude to Mr.Vasant Kumar(HR)

Mr.Manjunath(DM) for the ample support, valuable guidance and
encouragement that has enable me to accomplish the Project.

I whole heartedly express my gratitude to Mr. Narayana Prasad,

N.S.R.Murthy, faculty of IIBS for providing me an opportunity to, IIBS
who has guided me thorough this project work and helping me to
accomplish the report successfully.

I am indeed thankful to Nanjundi (Team Leader), Suresh, Rani, Gayathri,

Shanth Kr. (Fashion Dep.) & take this opportunity to express my gratitude
for the sustained support I have received from them.

I also owe my sincere thanks to all Departmental Heads and Employees of

the division who supported me by providing information and guidance
without which the project would have not been completed successfully.

Binod Kumar Bharti

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES

 DECLARATION

I hereby declare the internship training report entitled

“PROMOTIONAL ACTIVITIES & ITS EFFECT ON CUSTOMER

PURCHASE”

Was carried out by

Binod Kumar Bharti

During for a period of 4th Jan 2010 to Feb 28th 2010. under the
guidance of

Mr.Vasanth Kr. (HR). and

Prof. Narayana Prasad

Prof. N.S.R.Murthy

I assure that this report has not formed a basis for the award of any
other Degree/Diploma by Punjab Technical University or any other
university.

BANGALORE:

DATE:

BINOD KUMAR BHARTI

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES

CONTENTS
INDUSTRY PROFILE:
Indian Retail Industry is standing at its point of inflexion, waiting for the boom to take
place. The inception of the retail industry dates back to times where retail stores were
found in the village fairs, Melas or in the weekly markets. These stores were highly
unorganized. The maturity of the retail sector took place with establishment of the retail
stores in the locality for convenience. With the government intervention the retail
industry in India took a new shape. Outlets for Public Distribution System, Co-
operation stores and Khadi stores were set up. These retail stores demanded low
investments for its establishment.

India has become synonymous with retail boom. After seeing the monopoly of Indian
retailers, the market is all set to welcome retailers from Gulf countries who are making
their way to invest in the country.

RETAIL SPACE:

Retailers in India are the most aggressive in Asia in expanding their businesses, thus
creating a huge demand for real estate. Their preferred means of expansion is to
increase the number of outlets in a city, and also expand to other regions, revealed the
Jones Lang LaSalle third annual Retailer Sentiment Survey-Asia.

Driven by changing lifestyles, strong income growth and favorable demographic

patterns, Indian retail is expanding at a rapid pace. The country may have 410 new
shopping centers by 2012. Mall space, from a meager one million square feet in 2002, is
expected to touch million square feet by end of 40 square feet by end of 2007 and an
estimated 60 million square feet by end of 2008.

FOOD RETAIL:

Food dominates the shopping basket in India. The US $6.1 billion Indian foods industry,
which forms 44 percent of the entire FMCG sales, is growing at 9 percent and has set
the growth agenda for modern trade formats. The prospect for growth of the branded
segment is huge, as nearly 60 percent of average Indian grocery basket still comprises
non-branded items. Of the 12 million retail outlets (which is the largest in the world),
over a 5 million sell food related products. Some of large players in this market are
Kishore Biyani’s Food Bazaar, Mukesh Ambani’s Reliance Fresh, Godrej Agrovet,
Aditya Birla Group’s More and the TATA Group (which acquired 70 percent stake in
Innovative foods from the Amalgam Group) among others.

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The Mobile Revolution:

The retail market for mobile phones-handset, accessories and airtime- is already an
over US $17.33 billion market growing at the year ended(and 600 million by 2011),
Many players have been chalking out aggressive plans:

 Spice Group plans to invest US $123.8 million in the next 2 years in its telecom
retail venture.
 HotSpot Retail Essar Group plans to invest US $278.56-334.24 million over the
next three years in its telecom retail venture.
 Hypermarket Chains like Subhiksha have started exclusive stores for mobile
retail- Subhiksha Mobile and Big Bazaar with Mobile Bazaar.

KIDS RETAIL:

 When it comes to Indian children, retailers are busy bonding- and branding.
 Monalisa, the Versace of kids, is coming to Indian.
 Global lifestyle brand Nautia is bringing Nautica Kids.
 International brand Zapp tied up with Raymond to foray into kids’ appearel.
 Disney launched exclusive chains which stock character-based stationery.
 Pantaloon’s joint venture with Gini & Jony will set-up a retail chain to market
kids’ appearel.
 Swiss kidswear brand Milou is collaborating with Tirupur-based Sreeja
Hosieries.
 Turner International India Pvt Ltd, with Launch Cartoon Network Townsville
and Planet.
POGO- two theme parks designed around its channels- In the National Capital Region.

COMPANY PROFILE:

Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer
market. Headquartered in Mumbai (Bombay), the company operates over 12 million
square feet of retail space, has over 1000 stores across 71 cities in India and employs
over 35,000 people.

The company’s leading formats include Pantaloons, a chain of fashion outlets,  Big
Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain,
blends the look, touch and feel of Indian bazaars with aspects of modern retail like
choice, convenience and quality and Central, a chain of seamless destination malls.

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Some of its other formats include Brand Factory, Blue Sky, all, Top 10 and Star and
Sitara. The company also operates an online portal, futurebazaar.com.

Future Value Retail Limited is a wholly owned subsidiary of Pantaloon

Retail (India) Limited. This entity has been created keeping in mind the growth
and the current size of the company’s value retail business, led by its format
divisions, Big Bazaar and Food Bazaar. 

The company operates 121 Big Bazaar stores, 170 Food Bazaar stores,

among other formats, in over 71 cities across the country, covering an operational
retail space of over 6 million square feet. As a focussed entity driving the growth of the
group's value retail business, Future Value Retail

Limited will continue to deliver more value to its customers, supply partners,
stakeholders and communities across the country and shape the growth of modern
retail in India.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a
large-format home solutions store, Collection i, selling home furniture products and
eZone focussed on catering to the consumer electronics segment.

Future Group

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s
leading business houses with multiple businesses spanning across the consumption
space. While retail forms the core business activity of Future Group, group subsidiaries
are present in consumer finance, capital, insurance, leisure and entertainment, brand
development, retail real estate development, retail media and logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million
square feet of retail space in 71 cities and towns and 65 rural locations across India.
Headquartered in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people
and is listed on the Indian stock exchanges.

The company follows a multi-format retail strategy that captures almost the entire
consumption basket of Indian customers. In the lifestyle segment, the group operates
Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value
segment, its marquee brand, Big Bazaar is a hypermarket format that combines the

look, touch and feel of Indian bazaars with the choice and convenience of modern retail.

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In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion
of a hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata,
Hyderabad and Bangalore.
Other group companies include, Future Generali, the group’s insurance venture in
partnership with Italy’s Generali Group, Future Brands, a brand development and IPR
company, Future Logistics, providing logistics and distribution solutions to group
companies and business partners and Future Media, a retail media initiative.

The group’s flagship company, Pantaloon Retail was awarded the International
Retailer of the Year 2007, by the US-based National Retail Federation, the largest retail
trade association and the Emerging Market Retailer of the Year 2007 at the World
Retail Congress in Barcelona.

VISION

Our Vision is to emerge as the best and the most profitable retailer in INDIA.

MISSION

We share the vision and the belief that by improving our performance through
innovative spirit and dedication, we shall serve customers and stakeholders
satisfactorily. We shall be the trend setter in fashion and offer a fair deal to all
our customers. The company shall strive to be the INDIAN retailing
CONGLOMERATE, an efficient and low cost operator with a commitment to
QUALITY. Our positive attitude arising from our devotion, sincerity and united
determination shall be the driving force to make us globally COMPETITIVE.

Core-Ideology

To provide to the ordinary what the rich can afford.

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Core Value

Indianess: Confidence in ourselves.

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

Respect and Humility: To respect every individual and be humble in our

conduct.

Introspection: Leading to purposeful thinking.

Openness: To be open and respective to new ideas, knowledge and information.

Valuing and nurturing Relationship: To build long term relationships.

Simplicity and Positivity: Simplicity and positivity in our thought, business

and action.

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

Flow: To respect and understand the universal laws of Nature.

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Major milestones:

1987 company incorporated as Manz Wear Pvt.ltd. launch of Pantaloons trouser,

India’s first formal trouser brand.

1991 launch of BARE, the Indian jeans brand.

1992 Initial public offer (IPO) was made in the month of May.

1994 The Pantaloon Shoppe- exclusive menswear store in franchise format

launched across the Nation. The company starts the distribution of branded garments
through multi- brand retail outlets across the Nation.

1995 John Miller- Formal shirts brand launched.

1997 Pantaloon- India’s family store launched in Kolkata.

2001 Big Bazar, “Is se sasta aur accha kahi nahin”

2002 Food Bazar, the supermarket chain is launched.

2004 Central- ‘Shop, Eat, Celebrate in the Heart of our City’-

India’s first seamless mall is launched in Bangalore.

2005 Fashion Station- the popular fashion chain is launched all.

2006 Future capital Holdings, the company’s financial arm launches real estate
funds Kshitij and Horizon and private equity fund in division. Plans forays into
insurance and consumer credit.

2007 Introduction of Wednesday Bazar especially for women.

1st Jan2010 Future value Retail value ltd.

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Major operation’s of Big Bazar

Logistics

 GRN (Good Receipt No.)

 Vendor Scheduling
 Stock Keeping
 Space management
 Stock receiving
 STO/RSTO
 PO (Purchase order no.)

CSD (customer Service Department)

 Exchange counter
 Handling customer quarries and issues
 Announcement
 Gift Wrapping

Operation

 Department Hygiene
 Cleanliness
 Parking
 Cash till management
 Profile Protection Management
 SOP
 Trolly Management
 Damage and Shrinkage control

Merchandise

 MPM (merchandise Presentation manual)

 FPP (First price point)
 Core
 Core Fashion
 Deals
 Signage
 Pattern wise size Display

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Atmospherics:

Can be described as an environment that stimulates the perceptual and

emotional responses of the customers throught.

 Visual Communications

 Fragrance

 Lighting

 Colors

 Music

Store Security:

 Customer Theft

 Employee Theft

 Supplier Pilferage

Credit Management:

Almost all retailers have started to accept credit cards or credit purchases.

However retailer should be very cautious while handling credit or credit

cards, as many of these can be stolen or fictitious cards.

Some of the precautionary measures

Tallying the signature of the card holder on the credit slip with that on
the credit card.

Checking the authenticity of the individual carrying the card

Seeking the approval from finance provider if the sale through credit card
is over a certain amount.

Sending all the credit card sale documents for immediate processing.

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Visual Merchandising: Techniques of VM for its stores are

 Idea oriented presentation

 Style or item oriented presentation

 Color presentation

 Price lining

 Vertical merchandising

 Tonnage merchandising

 Frontal presentation

 Size presentation

ORGANIZATION STRUCTURE

HIERARCHY

Following are organizational hierarchy in Big Bazaar

1. STORE MANAGER

This is the highest position in the store. He is the father and head of the family. He is the
decision maker for the store. The store manager is the responsible for both the top line
responsibility is sales and the bottom line responsibility is profit.

Role of Store Manager involves—

Ensuring smooth operations of the store.

Making plans to ensure highest profit for the store.
Proper execution of plans.
Deciding on offer/deals for clearance of products.
Conducting meeting for proper communication flow

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2. ASSISTANT STORE MANAGER

There are three ASM’s in the store. Each ASM looks after 1 to 2 department of the
store. The main function of the ASM is to assist the SM in his targets and help achieve
him the same.

3. DEPARTMENT MANAGER

This designation is present for both functional departments as well as the store
department. A definite sales target is set for each department and it is responsibility of
each DM to achieve the same. The DM’s of the functional department are responsibility
of the smooth operation of their respective departments.

4. ASSISTANT DEPARTMENT MANAGER

As the name suggests, the main role of the ADM’s is to assist the DM’s in their work.
There are 8 ADM’s in the store.

5. TEAM LEADER

Sometimes department is divided into sections and there are different teams appointed
to look after these sections. Team leaders are the heads of such teams.

6. TEAM MEMBERS

These comprise of almost 80% of total staff. They are the actual customer facing
members and their key role is to provide best service to the customer. Pleasing
personality, good communication skills and overall product knowledge are the main
requirement for this post.

FUNCTIONAL DEPARTMENT

The store operations are divided into various operations which are carried out by the
respective functional departments.

1. Human Resource Department (HR).

2. Logistic Department.
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 3. Commerce Department.
4. LT Department.
5. I.T Department.
6. Maintenance and Facility Department.
7. Administration Department.
8. Visual Merchandising Department (VM).

1) Human Resource Department.

Human resource development deals with the following:

1. Manpower recruitment.
2. Manpower Training and development.
3. Maintaining personal record of employees.
4. Deciding salaries and wages.
5. Employee welfare.

Manpower Recruitment:

Recruitment for the position of team members, team leaders and sometimes even
Assistant Department Managers is done at the store by HR head, Store Manager and
Assistant Store Manager. However for recruitment of higher posts like Department
Manager, the selection is done at zonal office.

Manpower Training and Development.

The main idea behind this program is to develop knowledge, skill and attitude required
by an individual to perform adequately a given task.

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This training program has been successfully improving the performance of the
employee and which in turn has enhanced the organizational performance.

Various training programs along with the written test at each of the training levels have
been designed. They are cashiering training, group philosophy, training on retail
business, values, sales trainee, policies, product knowledge etc

Maintaining Employee Records.

The personal information of each employee is maintained in the SAP. Information

related to leaves, provident fund, gratuity, employee state insurance, bonus, salary,
personal loan etc, is maintained by the HR department.

Deciding Salary and Wages

The salary is finalized considering the following factors:

 Current salary level.

 Qualification and Experience.
 Level at which the job is offered.
 Existing salary levels in the organization.
 Market trends.
Various leaves are available to the employees like casual leave, sick leave, earned leave,
maternity leave, all purpose leave, paid holiday, compensatory off and week off. Any
changes in the salary are made on the basis of appraisal and overall rating of the
employees.

Employee Welfare

Every organization conducts welfare activities for its employees. The welfare activities
in Big Bazaar are unique by themselves:

 Award to staff that help in pointing pilferage.

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 Culture activities to provide scope for their hidden talents.
 Long term service awards.
 Birthday celebrations.
 Extra benefits for night shift employees.

 2) LOGISTICS DEPARTMENT

The inventory levels of the store have to be maintained to avoid any stock outs. Logistics
department is mainly concerned with the stock management in the store. They maintain
supply flow of required stock. The focus of logistics department in on removing
inefficient in fulfilling customer demand in real time.

Role of logistics department

 Safe and reliable transport in as much low price as possible.
 Maintain contact with distribution teams (trucks, trains…) and track where the
material is.
 Partnership with transportation firm so that cost and transportation can be
shared does not occupy the whole truck space.
 Merchandise received from the central warehouse or vendors are taken to the
store after undergoing the inward process. The excess merchandise displayed on
the floor gets sold out. It refers to the effective and cautious way of moving the
merchandise from store warehouse to respective section inside the store where
they have to be displayed and sold to the customers.

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PRODUCT PROFILE:

Ground Floor:-

Food Bazar
Fruits & Vegetables
Bakery Items
Crockery
Dal, Rice, Atta, Rave,
Oils, Masala items
Dry fruits
Ready meals
Breakfast cereals
Soft drinks
Cosmetics
Herbal
Confectionery

Non-Food Dept
Cash Counter
Announcement Dep.
Detergents, phenyl
Dish wash, tissue papers, scratch,
Soap, tooth paste, shampoo,
Deodorants, body spray.
Talcum powder.
Perfumes

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Level 1

Stainless Steel Utensils

Plastics
 Generel Books
 Childern Stationary
 Office Stationary
 Games VCD's & DVD's

NBD (New Business Development)

 Gift items
 Car & Motor Cycle Covers
 Bed sheet, towel, curtain,
 Quilt, pillow
 Bags, trolley bags
 Saints & Perfumes
 Home Decor

Toys and sports Dept

 i)Soft Toys
 ii)Hard Toys

Home Line

 Bed Sheets,Pillows,Bed Spreads

 Towels,Yellow dust
 Carpets,Cushion Covers
 Chair Bags

Footwear Bazar

 Shooes, slippers

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LEVEL 2

Clothes Dept

 1 .Ladies sarees
 2. Girls Dress Materials
 3. Kids Wear
 Ladies Accessories
 Mens Formals & Casuals Wears
 Mens Accessories
 Belts
 Fabrics
 Jewelery
Baby cares
Diapers

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Cities where stores are located:

Agra, Ahmedabad, Allahabad, Ambala, Asansol, Bangalore, Mysore, Hubli,

Bhubaneshwar, Chennai, Coimbatore, Palakkad, Kolkata, Delhi, Durgapur, Gajiabad,
Gurgaon, Hyderabad, Indore, Lucknow, Kanpur, Man galore, Mumbai, Nagpur, Nasik,
Panipath, Pune, Rajkot Surat, Thane, Thiruvananthpuram & Vishakapatnam.

Awards and Achievements

2009

CNBC Awaaz Consumer Awards 2009

 Most Preferred Multi Product Chain - Big Bazaar

 Most Preferred Multi Brand Food & Beverage Chain -
Big Bazaar

Images Fashion Forum 2009

 Most Admired Fashion Group Of The Year - Future

Group
 Most Admired Private Label - Pantaloons, the lifestyle
format
 Critics Choice For Pioneering Effort In Retail Concept
Creation - Central

Coca-Cola Golden Spoon Awards 2009

 Most Admired Food & Grocery Retailer Of The Year

 Most Admired Food Court
 Most Admired Food Professional

2008

Indian Retail Forum Awards 2008

 Most Admired Retail Company of the year - Future

Group
 Retail Face of the Year - Kishore Biyani
 Best Retailer Of The Year ( Hypermarket) - Big
Bazaar

Future Group was awarded the Most Admired Retail

Company of the year by the Indian Retail Forum at a
glittering ceremony organised in Mumbai. Mr Kishore Biyani
also won Retail Face of the Year. India Retail Forum (IRF) is
a platform for intellectual insights and information exchange
for the retail business in the Indian subcontinent.

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The forum presents the business of retail in the region to a

global audience, with the express aim of facilitating
understanding about and encouraging investment in this
massive marketplace.

Big Bazaar, the value format of Future Group bagged the Best
Retailer Of The Year(Hypermarket).

The INDIASTAR Award 2008

Food Bazaar: Best Packaging Innovation

Food Bazaar bagged the INDIASTAR Award for Best

Packaging Innovation in India, for its private label brand
Fresh And Pure Chakki Atta.

INDIASTAR Award is a biennial event which aims to promote

and encourage excellence in packaging design, innovation and
technology. The contest was established in 1972 and is
considered as the most popular and premier event for India’s
packaging fraternity. This year there were around 357 entries
and the participants had to submit a sample of their designs
for selection.

With this award, Pantaloon Retail (India) Limited becomes

the first Indian Retailer to win the prestigious INDIASTAR
Award.

Retail Asia Pacific 500 Top Awards 2008

 Gold Winner - Top Retailer 2008 Asia

Pacific

Retail Asia Publishing Pte, the institutor of these awards, aims

to set a platform that appraise, raises and recognizes the
development and growth of retailing
throughout the Asia Pacific region.

Coca-Cola Golden Spoon Awards 2008

 Most Admired Food & Grocery Retail Visionary of the

Year: Kishore Biyani
 Most Admired Food & Grocery Retailer of the Year –
Supermarkets: Food Bazaar
 Most Admired Food & Grocery Retailer of the Year -
Hypermarkets: Big Bazaar

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STUDIES

 Most Admired Retailer of the Year - Dynamic Growth

in Network Expansion across Food, Beverages &
Grocery: Future Group
 Most Admired Food & Grocery Retailer of the Year -
Consumer's Choice: Big Bazaar

The Coca-Cola Golden Spoon Awards 2008, were given away

for the first time as a culmination of the ‘Food Forum India
2008’ – a two day convention, which saw the participation of
leading brands, retailers & retail support organizations from
across the globe. The awards were presented to honour
enterprise, innovation and achievement in the food retailing
business as a benchmark of excellence.

The Reid & Taylor Awards For Retail Excellence

2008

 Retail Leadership Award: Kishore Biyani

 Retail Best Employer of the Year: Future Group
 Retailer of The Year: Home Products and Office
Improvements: HomeTown

The Reid & Taylor Awards for Retail Excellence are an

important feature of the Asia Retail Congress, Asia’s single
most important global platform to promote world-class retail
practices. These awards are aimed at honouring the best, in
the Asian Retail scenario. India played host to Asia Retail
Congress 2008.
2007

Images Retail Awards

Most Admired Retail Face of the Year: Kishore Biyani

Most admired retailer of the year: Large format, multi

product store: Big Bazaar

Most admired retailer of the year: Food and Grocery: Food

Bazaar

Most admired retailer of the year: Home & office

improvement: HomeTown

Most admired Retail Company of the year: Pantaloon

Retail (India) Ltd.

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 Images Retail Forum followed strict international

benchmarks in deciding the top honours for Images
Retail Awards ’07, with IRIS as knowledge partner
and global consulting firm AT Kearney as the Process
Approver.

National Retail Federation Awards

International Retailer for the Year 2007 – Pantaloon Retail

(India) Ltd

 The National Retail Federation is the world’s largest

retail trade association with over 1.4 million members
in the US and across the world. Some of the past
winners of the award include Metro AG (Germany),
 Carrefour (France), Zara (Spain), Boticario (Brazil)
and Ito Yokado (Japan). The award was presented at
the Retail’s Big Show held in January 2007 in New
York.

World Retail Congress Awards

Emerging Market Retailer of the Year 2007 – Pantaloon

Retail (India) Ltd

 The inaugural World Retail Congress held in

Barcelona, Spain in March 2007 attracted over one
thousand retail professionals from over sixty countries.
The awards were decided by a multinational Grand
Jury. Winners in other categories included Inditex,
Mall of Emirates, Marks & Spencer and IKEA.

Hewitt Best Employers 2007

Best Employers in India (Rank 14th) – Pantaloon Retail

(India) Ltd

 Leading human resources consultancy, Hewitt

Associates conducts an annual survey of the best
employers in India, as part of its global initiative. It is
based on CEO interview, People Practices Inventory
and Employee Opinion Surveys. Pantaloon Retail
became the only retailer to feature among the twenty-
five best employers in India.

PC World Indian Website Awards

Best Indian Website In The Shopping Category -

Futurebazaar.com

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PC World, a leading consumer technology magazine selected

the best Indian websites in various categories based on use of
technology for delivering solutions, information being
presented in an intuitive and concise manner and overall
experience aided by design.

Reader’s Digest Trusted Brands Platinum

Awards

Trusted Brands Platinum Award (Supermarket

Category) – Big Bazaar

 The Reader’s Digest awards are based on surveys done

among consumers by independent research agency,
Nielsen Media Research. This is the second consecutive
time Big Bazaar has won this award.

2006

Retail Asia Pacific Top 500 Awards

Asia Pacific Best of the Best Retailers – Pantaloon Retail

(India) Ltd
Best Retailer in India – Pantaloon Retail (India) Ltd

 The Retail Asia publication in association with

EuroMonitor and KPMG honours the best
retailers in 14 countries across the Asia Pacific
region. The awards were presented in Singapore
in October, 2006.

Asiamoney Awards
Best Managed Company in India (Mid-cap) – Pantaloon
retail (India) Ltd.

The Asiamoney publication conducts a poll among fund

manages and investors and does a quantitative analysis
of financial performance to select best managed
companies in Asian countries.

Ernst & Young Entrepreneur of the Year Award- Ernst

& Young Entrepreneur of the Year (Services) – Kishore
Biyani
 INTERNATIONAL INSTITUTE OF BUSINESS
STUDIES

CNBC Indian Business Leaders Awards

The First Generation Entrepreneur of the Year –

Kishore Biyani

 Organized by CNBC-TV18, the twelve awardees

in various categories are decided by a high profile
jury, along with research partners - The
University of Chicago Graduate School of
Business, Development Dimensions International
(DDI) and AC Neilson ORG MARG.

Lakshmipat Singhania – IIM Lucknow

National Leadership Awards

 Young Business Leader – Kishore Biyani

The award recognizes and honors individuals who have

contributed consistently to the betterment of our country
through their pursuit of excellence. The awards were
presented in New Delhi by the Prime Minister Dr.
Manmohan Singh in December, 2006.

Images Retail Awards

Best Value Retail Store – Big Bazaar Best Retail

Destination – Big Bazaar

Best Food & Grocery Store – Food Bazaar

Retail Face of the Year – Kishore Biyani

The Images Retail Awards are decided through a

nationwide consumer & industry poll and nominations
followed by performance assessment by team of analysts
and jury.

Readers’ Digest Awards

Platinum Trusted Brand Award - Big Bazaar

The Reader’s Digest awards are based on surveys

done among consumers by independent research
agency, Nielsen Media Research.

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STUDIES

CNBC Awaaz Consumer Awards

Most Preferred Large Food & Grocery Supermarket –

Big Bazaar

 Conducted in association with AC Nielsen-ORG

Marg across 21 major cities, nearly 10,000
consumers were asked to choose their most
preferred brands.

Reid & Taylor Awards for Retail Excellence

Retail Entrepreneur of the Year – Kishore Biyani

2005

Images Retail Awards 2005

 PRIL- Most Admired Retailer of the Year

 Food Bazaar- Retailer of the Year(Food and Grocery)
 Big Bazaar-Retailer of the Year(Value Retailing)
 Central-Retail Launch of the Year

Voted by Business Today magazine as one of

the

 Top 20 Companies in India to watch in 2005

 India’s most investor-friendly companies in the top 75
  India’s Biggest wealth creators in the top 100

DAKS London

PRIL- Brand Builder of the Year

2004

Images Retail Awards 2004

 PRIL- Most Admired Retailer of the Year Food

Bazaar- Retailer of the Year(Food and Grocery)
 Big Bazaar-Retailer of the Year(Value Retailing)
 Central-Retail Launch of the Year

Reid & Taylor and DLF Awards

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PRIL - Retailer of the year

2003

Indian Express Award

 PRIL –Marketing Excellence and Excellence in Brand

Building

Indusland Bank (India Brand Summit)

 PRIL - Excellence in Brand Building

 INTERNATIONAL INSTITUTE OF BUSINESS STUDIES

SWOT ANALYSIS

STRENGTHS

 High brand-Equity in evolving retail markets.

 State of art infrastructure of the Big Bazaar outlets.
 Point of purchase promotions to increase the purchase.
 Variety of stuff under single roof increasing customer time and available choices.
 Low price
 Customer service desk.
 Advertisement.
 Large volume of capital investment.
 Discount.

WEAKNESSES

 Unable to meet store opening targets.

  Falling of revenue per square feet.
 Less store space.
 Unavailability of branded items.
 Inadequate Stock.
 Some products are very costly.

OPPORTUNITY

 Organized retail is just 8% of total pie of Indian market.

 Evolving consumer preference in recent years.
 Huge complexes offer shopping.

THREATS

 Competitors, Global big players planning to foray into the markets.

 Government policies are not well-defined in emerging markets like India.
 Unorganized retail market of India.

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FINDINGS

 Various service quality factors.

 Convenience factor
 Store factor
 System
 Customer relationship
 Efficiency
 Accessibility
 There is significant association between Gender and service quality.
 There is a significant association between Age and store factor, system,
efficiency factors.
 There is significant association between education and store factor. System
and efficiency factor.
 There is a significant association between profession and convenience, system
and efficiency factor.
  There is an association between martial status and convenience, customer
relationship factors.
 There is an association between monthly income and convenience, system,
customer relationship.
 There is an association between household type and system, customer
relationship.
 There is an association between monthly expenditure and convenience, store
factor system.

CONCLUSION

This study has basically helped to know the service quality and customer gap between
exception and perception and what influence people to shop at big bazaar. Most of the
customers are influenced by the offers in Big Bazaar have great offers for there
customers that acts as the motivating factor which brings the customers to Big Bazaar.

Customers shop more in the food bazaar and the men’s wear department in Big Bazaar.
Customers feel that Big Bazaar has variety of products available in various
departments.

Customers feel that shopping with big bazaar is convenient and saves their valuable
time. This is due to the proper facility that is available in Big Bazaar.

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The display of products (Kiosk) in Big Bazaar is very good and the customers feel that it
is very easy for them to find any product in the store. The ambience is also very good
but however it needs to be improved still for better customer satisfaction. Most of the
customers are not aware of the Home-Delivery provided by the Big Bazaar. I believe
that Big Bazaar has the potential to satisfy its customers and retain them. And it has its
brand name to reckon with in the market.

The customers are very much satisfied with the retail outlets as these outlets maintain
and provide good quality, service, price, ambience, display of the products
infrastructure. The customers are greeted and respected very well by the employees of
the outlets as today’s business is driven by consumers and the customer is called as the
king in the market.

Objectives

 To study on Promotional strategies in Big Bazaar.

  To create awareness by promoting and motivating them to buy the
products in Big Bazaar.
 To provide the benefits by creating/building new strategies upon the
needs of customers.
 To bring an Big Bazaar product into a visual form through media.
 To identify the customer emerging needs and their requirements.
 To suggest new promoting strategies for the product so that they may
implement for promoting the product.
 To suggest Big Bazaar employees to achieve the target of selling the
products.
 To make Big Bazaar to succeed in the market by positioning the brand.
 To identify the potential promotional offer.
 To determine the factors, that influences customer purchase at Big
Bazaar.
 To provide valuable suggestions that can influence the sale at Big Bazaar.
 To know the customer expectation towards Big Bazaar.
To ascertain the satisfaction level of customers in Big Bazaar.

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COMPETITORS INFORMATION

1. Spencer
2. LifeStyle
3. Gopalan Mall
4. Star Bazaar
5. More
6. Reliance Fresh
7. Vishal Megamart
INTERNATIONAL INSTITUTE OF BUSINESS STUDIES