A project report submitted to

SAMANTA CHANDRA SEKHAR (A) COLLEGE, PURI

In partial fulfillment for the award of Degree of Bachelor of commerce

1
 POST GRADUATE DEPARTMENT OF COMMERCE

Dr. Elina Kanungo

Assistant Professor,

P.G. Department of Commerce

S.C.S (A) College,

Puri

CERTIFICATE
This is to certify that the candidate HARIOM DASH,
bearing College Roll No- BC15-125, a student of +3 Final year
commerce for the session 2017-2018 is a bonafide student of
S.C.S (A) College, Puri. He has done the project paper entitled “
MARKETING STRATEGY OF BIG BAZAAR ” is his original piece of
work and to the best of my knowledge, no other candidate has
submitted the same paper for the award of Bachelor’s Degree in
Commerce under S.C.S (A) College, Puri

2
Sign of H.O.D Sign of Gui  de
Date: / /2018

DECLARATION

I do hereby declare that the project paper submitted by

me to the P.G. Department of commerce of S.C.S (A) College,
Puri in partial fulfillment of the requirement for Bachelor Degree
in commerce is of my own work neither I have copied or
translates it from others and it has not been submitted to any
other institutions including S.C.S (A) College or published at
any time before.

HARIOM DASH

+3 Final Year

Commerce College Roll

No: BC15-125 Exam Roll

No: 20515074

3
 ACKNOWLEDGEMENT

My project paper entitled “MARKETING STRATEGY OF

BIG BAZAAR” would not have been possible without co-
operaration and valuable guidance given by my guide Dr. ELINA
KANUNGO, Asst. Professor in P.G. Dept. of Commerce S.C.S (A)
College, Puri. I take this opportunity to convey my gratitude and
obligation to her.

While presenting this seminar paper, I have tried my

best to be precise and objective. Upto-date data and recent finding
of eminent scholars have been included by drawing by recent
issues of learned journals and periodicals. I express my gratitude
to the authorities concern in this respect.

I acknowledge my thanks to my parents , without

whose co-operation and financial provisions this project would
not have been possible.

HARIOM DASH

+3 final Year Commerce

College Roll No: BC15-125

Exam Roll No: 20515074

4
 contentS
Page
 No.
CHAPTER 1
1-3

 INTRODUCTION

 OBJECTIVES OF THE STUDY

 SCOPE OF THE STUDY

 METHODOLOGY OF THE STUDTY

 LIMITATION OF THE STUDY

CHAPTER 2
 4-16

 LITERATURE REVIEW

 COMPANY PROFILE

CHAPTER 3
17-33

 DATA ANALYSIS AND INTERPRETATION

5
CHAPTER  FINDINGS
34-36  SUGGESTION
  CONCLUSION

BIBLIOGRAPHY

QUESTIONNAIRE

CHAPTER-1
1.1. INTRODUCTION
Marketing strategy is a long-term, forward-looking approach to planning with the
fundamental goal achieving a sustainable competitive advantage.  Strategic
planning involves an analysis of the company's strategic initial situation prior to
the formulation, evaluation and selection of market-oriented competitive position
that contributes to the company's goals and marketing objectives. Scholars
continue to debate the precise meaning of marketing strategy. Consequently, the
literature offers many different definitions. On close examination, however, these
definitions appear to centre around the notion that strategy refers to a broad
statement of what is to be achieved. The marketing strategy informs the marketing
plan,  which is a document that lays out the types and timing of marketing
activities. A company’s marketing strategy should have a longer lifespan than any
individual marketing plan as the strategy is where the value proposition and the
key elements of a company’s brand reside. These things ideally do not shift very
much over time. Marketing strategy involves mapping out the company's direction
for the forthcoming planning period, whether that be three, five or ten years. It
involves undertaking a 360° review of the firm and its operating environment with
a view to identifying new business opportunities that the firm could potentially
leverage for competitive advantage. Strategic planning may also reveal market
threats that the firm may need to consider for long-term sustainability.[9] Strategic
planning makes no assumptions about the firm continuing to offer the same
products to the same customers into the future. A marketing strategy grows out of
a company’s value proposition. The value proposition summarizes the competitive

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advantage a company has in its market. The value proposition usually provides
the key message for all marketing. Walmart, for example, is a discount retailer
with “everyday low prices,” and its business operations and marketing
revolve around that. A company is never creating a marketing strategy from
scratch.

The distinction between “strategic” and “managerial” marketing is used to

distinguish "two phases having different goals and based on different conceptual
tools. Strategic marketing concerns the choice of policies aiming at improving the
competitive position of the firm, taking account of challenges and opportunities
proposed by the competitive environment. On the other hand, managerial
marketing is focused on the implementation of specific targets."[3] Marketing
strategy is about "lofty visions translated into less lofty and practical goals [while
marketing management] is where we start to get our hands dirty and make plans
for things to happen."[4] Marketing strategy is sometimes called higher
order   planning because it sets out the broad direction and provides guidance and
structure for the marketing program.

1.2. OBJECTIVES OF THE STUDY

 To understand the marketing strategy of Big Bazaar.
 To analyze how well the company’s marketing strategies attract customers.
 To understand the expectations and requirements of customers.
 To understand how Big Bazaar convert consumers into customers . (edited)

1.3. SCOPE OF THE STUDY

Most business people agree that good planning is essential for business success. A
marketing plan is a detailed roadmap that outlines all your marketing strategies,
tactics, activities, costs and projected results over a period of time. The plan keeps
your entire team focused on specific goals - it's a critical resource for your entire
company. It takes time to develop a marketing plan. This study is moreover focused
towards the marketing strategy of big bazaar and the study is being confined to last
10 years.

1.4. METHODOLOGY OF THE STUDY

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Big bazaar is a chain of shopping malls in India. Big bazaar offers a wide range of
merchandise including fashion and apparels, food products, general merchandise,
furniture, electronics, books, fast food and leisure and entertainment sections.

Food Bazaar, a supermarket format was incorporated within Big bazaar in 2002 and
is now present within every Big Bazaar as well as in independent locations.

 A typical Big Bazaar is spread across around 50000 sq. feet of retail space. While
the larger metropolises have Big Bazaar family centers measuring between 75000
sq. feet and 160000 sq. feet. Big bazaar express stores in smaller towns measure
around 30000 sq. feet. 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.

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. The group’s specialty retail formats include,
books and music chain, Depot, sportswear retailer, Planet Sports, electronics
retailer, eZone, home improvement chain, Home Town and rural retail chain,
 Aadhaar, among others. It also operates popular shopping portal.

Future Capital Holdings, the group’s financial arm provides investment advisory to
assets worth over $1 billion that are being invested in consumer brands and
companies, real estate, hotels and logistics. It also operates a consumer finance
arm with branches in 150 locations.

The central objective for earlier businesses of Big Bazaar w was to bring in
stability and consolidation. They were built to enforce order. However, in the
new era where nothing remains constant, the dominant theme for
businesses needs to be speed and imagination. The new macro-
differentiator can be design. Design is helping companies to sell
differentiated experiences and solutions that connect with the consumer’s
emotions. It’s no longer about selling products and services alone. Nor is it
 just about completing transactions. Every time a customer walks in, it is an
opportunity to build a relationship and invite the customer to become a part
of the transformational scenario. Design management is helping us position

14
the customer at the center of every decision we take and also operate with
true entrepreneurial spirit.

India’s National Council for Applied Economic Research estimates that the nation’s
middle class population currently comprises about 17 million households  – 90
million people  –  with annual earnings ranging between $4,500 (£2,400) and
$22,000 (£11,736). An additional 287 million could be termed as ‘aspirers’ or those
that hope to join the middle class in the near term. Rising incomes, particularly in
the lower and middle-income households, are impacting retail growth in India as
these groups tend to spend more on upgrading and diversifying their lifestyles,
eating out and moving on to processed and convenience foods.

The large and growing young working population is a preferred customer segment
for Big bazaar. These young people are early adopters of most modern product
lines. The ongoing boom in sectors such as information technology and business
process outsourcing has created a clientele with high disposable income and a
increased demand for lifestyle merchandise such as watches, cosmetics and
perfumes. This is a much-travelled and brand-savvy urban population. Interestingly,
an estimated 40-50% of the Indian working woman’s salary is spent on apparel and
footwear. Eating out, mobile phones and accessories make up the other leading
spending options. Big Bazaar specifically target young, working professionals,
home makers who are primary decision maker.

 All our lines of business are consumer centric and I believe that if we are to be in
the larger consumer space, we would need to keep changing, evolving and
accordingly be flexible in our business plans. Consumers are the same everywhere;
we are only bound by our social systems. Their desires, greed’s and needs are
similar. The value for money proposition is so ingrained in the Indian consumers
mind that he needs to be shown true value all the time.
Therefore, all our current and future businesses would necessarily have the
common denominator as the consumer.
 All our alliances and relationships with many company’s have been built, keeping
the synergies of business and consumer offerings in mind.

Future Group is a corporate group and nearly all of its businesses are managed
through its various operating companies based on the target sectors.[8] For e.g.,
retail supermarket/hypermarket chains Big Bazaar ,  FBB, Food Bazaar, Food Hall,
Hometown etc. are operated by its retail hand, Future Retail Ltd, while its fashion
outlets Brand Factory,Central,  Planet Sports etc. are operated via another of its
subsidiaries, Future Lifestyle Fashions.[10] With these many fashion outlets and
supermarket, the group also promotes respectively, its fashion brands like Indigo
Nation, Spalding, Lombard, Bare etc., and FMCGs like Tasty Treat, Fresh & Pure,
Clean Mate, Ektaa, Premium Harvest, Sach etc. It also has operating companies to

15
cater specifically to internal financial matters and consulting within its group of
companies.

1. Image of the company among customers

“Is se sasta aur accha kahin nahi” Nothing captures the sprit of Big Bazaar better
than this one liner. It is a simple statement and yet it positioned at the top of Indian
customers mind. It shows that big bazaar was built on the foundation of
entrepreneurship and simplicity. They believe in service and value for the
customers. They consider that it is their only duty to keep customer in mind at every
step, they go that extra mile and buy directly from source in bulk so that they can
get best rates by keeping the margin low

Big Bazaar is constantly on the lookout for finding new ways and means to improve
the current state of affairs. Thus, innovation is a very important aspect of their
working strategy. The other very important philosophy is that of Indian lifestyle. All
the concepts and formats as well as the way of doing things are very Indian. The
way Big Bazaar is designed and the way the whole concept has developed reflects
a sense of Indian day today lifestyle.

2. SERVICES OFFERED BY BIG BAZAAR

Big Bazaar provides a wide range of services to its customers like Trial rooms ,
elevators, car parking , security, baggage counter , trolleys so that one could shop
easily

They even provide them with after sale services in case of buying electronic items.
One of the major service provided by them is one stop shop as one could get a
whole range of items under one shop and at the most reasonable price. They
always have their outlets in such a location where it is easy to commute.

They have also given major emphasis to convince for customers in which layout
has played a major role. The layout of the store is so effective that customers find
their way out of what they want. Big Bazaar provides good employee service i.e
their salesmen are always redy to provide help. Employee service is often

16
 and also have somewell known branded products of clothes with it like flying
machine jeans.

5.Method Of Payment
Cash Payment 73%
Credit card 21%
Debit card 6%

6%

21%
Cash Payment

Credit card

Debit card

73%

Analysis:
 As per my study is concerned, out of the total respondents 73% of peoplemake
cash payment in big bazaar. 21% of them uses credit card as their mode of
paymentand 6% of the people makes payment in big bazaar through their debit
card.
Interpretation:
 As per the obtained data I interpret that maximum number of people makes cash
payment in big bazaar. A fraction of people uses their credit card for payment in big
bazaar and a very few people uses their debit card for payment. I caninterpret that
quick exchange of money for goods is done in big bazaar as most of the people
mode of payment is cash payment. Hence some times big bazaar has to wait for a

27
short time period as some of the customers make their payment through credit and
debit card.

6.Expenditure pattern of customers coming in to big bazaar

Below Rs.500 /single visit 11%

500-1000 /single visit 16%
1000-1500 /single visit 22%
1500-2000 /single visit 22%
More than 2000 /single visit 29%

EXPENDITURE PATTERN

11%

29%
Below 500
16%
500-1000

1000-1500

1500-2000

More than 2000

22% 22%

Analysis:

We can clearly see from this graph that majority of the customers spend a lot in big
bazaar that is 29% of people spend more than Rs2000 in a single visit to big
bazaar. Equal number of people that is 22% of people each spend Rs 1000-1500
and Rs 1500-2000 respectively in a visit to big bazaar.16% of people spend Rs 500-
1000 and only 11% of customers are there who spends less than Rs500 in their
visit to big bazaar.

Interpretation:

From this I interpret that most of the customers purchase goods in bulk which leads them to
spend a lot. Volume sales are high in big bazaar. Customers tend to purchase more goods

28
 from big bazaar as it provides goods at a discounted rate. Probably those persons who
spend more in a visit to big bazaar are purchasing on a monthly basis. Those customers
who are spending very less money that is below Rs 500 are mostly coming in just to move
around big bazaar and spend time. In the process they used to spend money on food items
and also purchase some products while roaming in it. Impulse buying behavior of
customers comes in to play to a large extent. More discounts shall be provided to people
who does bulk purchase. This will encourage people to purchase more products.

7. Time spent by customers in shopping in big bazaar

Less than half an hour 10%

Half an hour to 1 hour 15%

1 hour to 1 1/2 hours 35%

1 1/2 hours to 2 hours 22%

More than 2 hours 18%

35%
30%
25%
20%
35%
15% Series 1
10% 22%
15% 18%
5% 10%
0%
Less than Half an 1 hour to 1 1/2 More than 2
half an hour to 1 1 1/2 hours to 2 hours
hour hour hours hours

Analysis:

People spend a lot of time in shopping in big bazaar. Majority of the respondents
(35%) said that they spend at least 1 hour to 1 ½ hours in big bazaar. 22%
respondents also said that they spend 1 ½ hours to 2 hours in their visit to big
bazaar. Only 10% of people said that they spend very little time that is less than
half an hour in big bazaar.

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 Interpretation:  As per the given data I interpret that customers are very product
choosy now a days and that’s why they spend a lot of time in shopping in big
bazaar. Probably customers might even be spending more time in big bazaar as it
provides a very nice ambience and atmosphere for the people to shop in. Hence
those persons who spend half an hour or less than half an hour in big bazaar are
those persons who just come to purchase limited products and come only because
of low pricing of products. People also spend much time in it but purchase very few
goods. The sales personnel should focus on the people who take long time in
shopping and purchases a lot and provide special kind of service to them as they
are the major customers.

8. Comparison of footfalls in weekdays and weekends

Weeks days 40%

Weekends 60%

FOOTFALLS

40%
Weeks days
Weekends
60%

Analysis:

The above graph shows that more number of people comes to big bazaar in
weekends than that of week days .40% of people visits big bazaar in weekdays
where as 60% of people visit big bazaar in weekends.

30
 Bibliography

BOOKS

► Kotler Philip, marketing management, (Pearson education, 12th edition)

►   Malhotra K. Naresh, marketing research (An applied orientation), Research

design, (Prentice hall of India pvt. 5th edition)

► Berman B and Evans J.R, Retail Management (Pearson education, 10th

edition)

►  Louden D.L. & bitta delia consumer behavior ( tata Mc. Graw hill, 4 th edition )

►  Newman A.J. and Cullen P,Retailing,Environment and operations(Vikas,1st Ed.)

INTERNET WEB PAGE

   Bigbazaar.co.in

   Organizedretail.co.in

 Retail seminar. In

   Scribd.com

   Retailing.co.in

   Wikipedia.org

   Slideshare.net

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 Questionnaire
Respected Sir/Madam

I am student of SCS Autonomous College, conducting a survey of 50 customers of

Big Bazaar. All the data will be kept confidential and will be used only for analysis of
the project. I request you to tick the option which in your opinion believes to be true.

Customers’ Name

 Age:

1.Monthly Income Level

Below Rs.10000

Rs.10000-Rs.20000

Rs.20000 –Rs.30000

 Above Rs.30000

2.How frequently do you visit big bazaar

Twice in a week

Once in a week

During special offers

Whenever the need arises

3.Are you happy with the location of big bazaar

Yes

No

4.Does the Wednesday sale really affects your purchasing style

 Agree

Strongly agree

Disagree

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Not really

5.Which media influence you to buy from big bazaar?

Hoardings

Newspapers

Television

Brochures

6.How is the customer assistance in big bazaar?

Good

Satisfied

 Average

 Any other

7.What is your satisfaction level rate about “services” provided

byBig bazaar Hghly satisfied

Satisfied

Neutral

Not satisfied at all

8.Do you think that the service of discount offered by big bazaar attracts
you for impulsive buying?

Yes

No

9.Do you feel that the goods sold in big bazaar are relatively morecostly
than that of other malls?

Yes

No

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10. Rank the following features that encourage your purchase in bigbazaar
on a scale of 1-10

Quality goods

Price

Promotional tools used

Location

Facilities

Good brand

 Ambience

Convenience

11. What is your overall satisfaction level rate about services of big bazaar?

Highly satisfied

Satisfied

Neutral

Dissatisfied

12. Which promotional offers do you expect from big bazaar in the

near future?

Discount offer

Coupons

Free gifts

Credit card discount

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