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PROJECT REPORT ON WEDNESDAY BAZAAR AT BIG

BAZAAR BANASHANKARI, BANGALORE

SUBMITTED BY

SUBHASH CHANDRA SAHU

REG No-420820687

INTERNAL GUIDE EXTERNAL GUIDERAJASHEKAR KARJAGI NINA MANI

Professor AIMS ASM CRM

Acharya Institute Of Management & Science -AIMS1ST STAGE 1ST CROSS,PEENYA. BANGALORE-560058

February 2010

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INDEX

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Sl. No. Topic Page No.

1 Index 1

2 Acknowledgement 2

3 Declaration 3

4 Table of charts 4

5 Indian Retail Industry 5

6 Scope of the indian retail market 6

7 Pantaloon retail-Company profile 7

8 Future group 8

9 Future group manifesto 9

10 Group vision, mission, core values 10

11 Wednesday bazaar 11

12 Bachat diary or Savings diary 13

13 Competitions held on Wednesday bazaar 14

14 Research design 15

15 Questionnaire 21

16 Plan of analysis 24

17 Table of charts 25

18 Report on the visit to BB-OMR 32

19 Findings 34

20 Suggestions 35

21 Conclusions 36

22 Bibliography 37

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ACKNOWLEDGEMENT

Wednesday Bazaar project would be incomplete without the mention of people, who made itpossible, whose constant guidance and encouragement crown all efforts with success.

My respective thanks to Mr. Arun Mathews. Senior Executive HR, Nina Mani - ASM, CRMat Big Bazaar, Banashankari, Bangalore for allowing me to do the study in their organizationand sparing their valuable time and knowledge, including keen interest and guiding me at everystage of this project. Without their support this report would have not reached this stage.

My respective thanks to Rajasekhar Karjagi, Professor AIMS , Bangalore.

I also express my deep gratitude to my family and friends without, whose cooperation thisreport would not have been possible.

Subhash Chandra Sahu

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DECLARATION

I hereby declare that this project entitled WEDNESDAY BAZAAR at Pantaloon Retail IndiaLimited Big Bazaar, Banashankari is solemnly prepared by me with my sincere efforts for theacademic year 2009-10.

I also declare that this project has not been submitted to any other university or institution.

Place:

Date:

TABLE OF CHARTS

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Sl.No. Topic Page No,

1 Comparison of sales of Jan 08-09 25

2 Comparison of customer entry Jan- Feb. 09 26

3 Comparison of sales Jan, Feb. 09 27

4 Frequency of customer visit to BB-BSK 28

5 Customers opinion on time of shopping 29

6 Customers opinion on price rates at BB-BSK 30

7 Number of customers who visit BB-BSK 31

INDUSTRY PROFILE

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INDIA RETAIL INDUSTRY

India retail industry is the largest industry in India, with an employment of around 8% andcontributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25%yearly being driven by strong income growth, changing lifestyles, and favourable demographic

patterns.

It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion.India retail industry is one of the fastest growing industries with revenue expected in 2007 toamount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is

expected in the industry of retail in India by growth in consumerism in urban areas, risingincomes, and a steep rise in rural consumption. It has further been predicted that the retailingindustry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5

billion.

Shopping in India has witnessed a revolution with the change in the consumer buyingbehaviour and the whole format of shopping also altering. Industry of retail in India which hasbecome modern can be seen from the fact that there are multi- stored malls, huge shoppingcentres, and sprawling complexes which offer food, shopping, and entertainment all under thesame roof.

India retail industry is expanding itself most aggressively; as a result a great demand for realestate is being created. Indian retailers preferred means of expansion is to expand to otherregions and to increase the number of their outlets in a city. It is expected that by 2010, Indiamay have 600 new shopping centres.

In the Indian retailing industry, food is the most dominating sector and is growing at a rate of9% annually. The branded food industry is trying to enter the India retail industry and convertIndian consumers to branded food. Since at present 60% of the Indian grocery basket consistsof non- branded items.

India retail industry is progressing well and for this to continue retailers as well as the Indiangovernment will have to make a combined effort.

SCOPE OF THE INDIAN RETAIL MARKET

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The scope of the Indian retail market have been seen by many retail giants and thats the reasonthat many new players are entering the India retail industry. The majorIndian retailers are:

Pantaloons Retail India Ltd Shoppers Stop Bata India Ltd Music World Entertainment Ltd

Judging the scope for growth in the India retail industry many global retail giants are alsoentering the Indian retail market. They are:

Tesco

Metro AG

Wal- MartThe scope for growth in the Indian retail market is seen mainly in the following cities:

Mumbai Delhi Pune Ahmedabad Bangalore Hyderabad Kolkata Chennai

The scope of the Indian retail market is very vast. And for it to reach its full potential thegovernment and the Indian retailers will have to make a determined effort.

PANTALOONS RETAIL

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COMPANY PROFILE

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formatsin boththe value and lifestyle segment of the Indian consumer market. Headquartered inMumbai (Bombay), the company operates over 12 million square feet of retail space, has over1000 stores across 71 cities in India and employs over 30,000 people.

The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, auniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touchand feel of Indian bazaars with aspects of modern retail like choice, convenience and quality

and Central, a chain of seamless destination malls. Some of its other formats include BrandFactory, Blue Sky, aLL, Top 10 and Star and Sitara. The company also operates an online

portal,futurebazaar.com.

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 focussedon catering to the consumer electronics segment.

Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 atthe World Retail Congress held in Barcelona.

Pantaloon Retail is the flagship company of Future Group, a business group catering to theentire Indian consumption space.

FUTURE GROUP

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indiasleading business houses with multiple businesses spanning across the consumption space.

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http://www.futurebazaar.com/http://www.futurebazaar.com/http://www.futurebazaar.com/http://www.futurebazaar.com/

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While retail forms the core business activity of Future Group, group subsidiaries are presentin consumer finance, capital, insurance, leisure and entertainment, brand development, retailreal estate development, retail media and logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million squarefeet of retail space in 71 cities and towns and 65 rural locations across India. Headquarteredin Mumbai (Bombay), Pantaloon Retail employs around 30,000 people and is listed on theIndian stock exchanges. The company follows a multi-format retail strategy that capturesalmost the entire consumption basket of Indian customers. In the lifestyle segment, the groupoperates 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 thelook, touch and feel of Indian bazaars.

In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of ahypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad andBangalore.

The groups speciality retail formats include, books and music chain, Depot, sportswearretailer, Planet Sports, electronics retailer, Ezone, home improvement chain, Home Townand rural retail chain, Aadhar, among others. It also operates popular shopping portal,futurebazaar.com.

Future Capital Holdings, the groups financial arm provides investment advisory to assetsworth 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.

Other group companies include, Future Generali, the groups insurance venture inpartnership with Italys Generali Group, Future Brands, a brand development and IPRcompany, Future Logistics, providing logistics and distribution solutions to group companiesand business partners and Future Media, a retail media initiative.

Future Group believes in developing strong insights on Indian consumers and buildingbusinesses based on Indian ideas, as espoused in the groups core value of Indianness. Thegroups corporate credo is, Rewrite rules, Retain values.

CORPORATE STATEMENTS

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FUTURE GROUP MANIFESTO

Future the word which signifies optimism, growth, achievement, strength, beauty, rewardsand perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten;create new opportunities and new successes. To strive for a glorious future brings to us ourstrength, our ability to learn, unlearn and re-learn, our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but create future scenarios inthe consumer space and facilitate consumption because consumption is development. Thereby,we will effect socio-economic development for our customers, employees, shareholders,associates and partners.

Our customers will not just get what they need, but also get them where, how and when theyneed.

We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it.

We will not just spot trends; we will set trends by marrying our understanding of the Indianconsumer to their needs of tomorrow.

It is this understanding that has helped us succeed. And it is this that will help us succeed in theFuture. We shall keep relearning. And in this process, do just one thing.

Rewrite Rules. Retain Values.

GROUP VISION

Future Group shall deliver Everything, Everywhere, Everytime for Every Indian Consumer inthe most profitable manner.

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GROUP MISSION

We share the vision and belief that our customers and stakeholders shall be served only bycreating and executing future scenarios in the consumption space leading to economicdevelopment.

We will be the trendsetters in evolving delivery formats, creating retail realty, makingconsumption affordable for all customer segments for classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility and united determination shall bethe driving force to make us successful.

CORE VALUES

Indianness: confidence in ourselves.

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

Respect & Humility: to respect every individual and be humble in our conduct.

Introspection: leading to purposeful thinking.

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

Valuing and Nurturing Relationships: to build long term relationships.

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

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

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

WEDNESDAY BAZAAR

Wednesday Bazaar is a day on the Wednesday of every week in Big Bazaar where in it offersthe customers with huge discounts on selected products. It is basically done to bring up the

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sales on weekdays. It mainly focuses on the ladies of our country. Wednesday Bazaar had beenre launched on the 18th of March 2009. It was done basically to

Take the property to the next level where Wednesday sales numbers equal to aSaturday sales number

Increase customer base

Increase frequency of visits

Hence it was to establish it as the day & destination for weekly shopping by housewife.

There were various strategies imposed such as

Right mix of merchandise which stays true to our Channi

Target the property to its core audience Housewife

Re-enforce the core proposition Hafte ka sabse sasta din

Right Mix of Merchandise

Seasonal merchandise

Impulse buy item

Local merchandise

Independent purchase items

Weekly consumption items

Independent Purchase Items

Products for which the housewife is generally the decision maker are :

1. Food items

2. Kitchen Items like containers, utensils, appliances like mixer grinder, toaster & iron

3. Home Linen like bed sheets, towels, kitchen towels, table linen

4. Kids apparel5. School stationery

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Weekly Consumption Items

Items for which shopping is generally done on a weekly basis are :

1. Biscuits2. Fruits & Vegetables3. Butter, Bread

Impulse Buy Items

Merchandise that will catch her fancy while she is out doing her weekly shopping.

Examples:1. Nightwear2. Handbags & Accessories3. Cosmetics4. Kids toys & stationery

Seasonal MerchandiseMerchandise which is seasonal in nature & meet other Channi criteria.

1. Seasonal fruits2. Dry fruits & ghee & jaggery in winter3. Squashes, juices in winter4. Kids & women apparel as per the season5. Exam or Back to school merchandise6 Spices, grocery during Bharti time

What's new at the re launch of Wednesday Bazaar?

These offers will add excitement to the concept.

Examples: New range of plastic containers

New range of apparel for women & kids New stock of grocery during Bharti period.

NEW offers on entire range of cosmetics or handbags can be tagged as NEW

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Bachat Diary / Savings Diary Introduced on 25th March 2009

Objective:

To increase frequency of visit by existing Wednesday Bazaar customer To build loyalty for the property of Wednesday Bazaar

What is Bachat Diary?

Bachat Diary will be issued to customer when she shops for Rs.750/- or more on Wednesday.

Thereafter, every time she shops at BB on a Wednesday, an entry will be made in the book.

At the end of the month, all customers whose total purchases amount to more than Rs.2000/-,will get an assured gift from BB.

Shopping with the Bachat Diary is store specific.

Promoting the Concept of Bachat Diary

Word of mouth communication is the best promotion for this activation.

In store VM Standees at prominent places in store

Signages at cash tills

Competitions held on Wednesday Bazaar for ladies and kids

This is to ensure to attract more lady customers on the Wednesdays to boost up weekday salestoo. Obtaining feedback from them was encouraging to conduct more of such activities. Therehas been a weekly plan for such competitions for ladies and kids which will be conducted in thefuture.

We have held many competitions such as

Rangoli

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Identifying the grain

Quiz

Memory game (kids)

RESEARCH DESIGN

Objective

The project aims to analyze sales past and present, promotional methods used and customerentry and satisfaction buyers. Such an analysis would lead to newer and better strategies toincrease sales and customer entry. Focus on such a day would be on ladies as they happen to bethe major buyers on a Wednesday.

Execution

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Comparing sales of different years (2009 -10)

Different methods of present promotional activities

Products that are used for promotion

Observation of the customers in the store

Obtaining feedback from customers by providing them an questionnaire

Types of data collected

Primary data

Interview the customers

Interview the sales people

Observing the customer buying trends

Feedback through questionnaire

Secondary data

Collecting financial reports Surfing the websites, comments on the blogs Reading articles from books, newspaper and magazines

Graphs used to interpret the data

Bar Column

Pie

Cone

Line

Sampling plan

Sampling unit Customers at Big Bazaar, Banashankari

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Sample Size 50

Sampling Procedure Random Sampling

Objective of the Report:

The main objective to prepare the report is to know the customer behaviour

towards the step taken by BIGBAZAAR to increase the sales and promote

brand loyalty.

We would come to know various loop holes in the process which gives

competitor fair chance to grow. We would actually come to know the present

taste and preference of the consumer and their attitude towards the

BIGBAZAAR.

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The following are the reason for preparation of the report

To know the consumer behaviour and attitude towards Big bazaar.

To create brand awareness among the new customer

To retain old customer and maintain healthy consumer relationship

To give maximum benefit to the customer at most cheaper rates

To maximise the sales of Big Bazaar on Wednesday

To analysis the past sales record

To determine better strategies for the future sales

To pump up the sales during off peak season

To create demand for the new product

To study the buying pattern of the consumer

To make the product available on time when there is demand for the

product.(JIT)

To study the utilisation of optimum resources available

The Wednesday Bazaar offer is basically designed for the housewife. And

particularly targeted to the housewife.

It is designed such that it is focused on product which a consumer buy on

weekly basis.

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Biscuits

Juice

Bread & butter

Kitchen utensils

The commodities relating to kitchen are taken into account . and offer is

provided on the purchase they do on Wednesday.

So to drive the consumer towards its store.

The Wednesday bazaar report is prepared to know the expectation of the

customer and measure the level of customer satisfaction given to them.

The need to prepare the report is to maximize the footfall in the mall. The

initiate new policy to attract customer.

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QUESTIONAIRE

As an initiative to understand your needs @ Wednesday Bazaar, please give us 5 minutes of

your time to answer the following:

Name: DOB:

Address: Contact No:

Email Address:

Income level: No. of family members:

1. How often do you visit Big Bazaar Banashankari?

Once a week Once a fortnight

Once a month

2. You shop more often for?

3.

Food

Apparels

Books & stationary

Toys

Home linen Kitchen (utensils, crockery, plastics & accessories)

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Furniture

Electronic items

3. How much on an average do you spend on your planned shopping?

Less than Rs 500

Rs 501 Rs 1000

Rs 1001 - Rs 1500

Rs 1501 Rs 2000

Rs 2001 and above

4. When do you generally shop?

Week days

Week ends

5. If on week days, do you know about Wednesday Bazaar?

Yes

No

6. If yes, how did you know about it?

TV __________________

Radio _________________

Newspaper _________________

Tele-calling Website

Hoardings

Word of mouth

In store advertisements

Others (Pls. specify) _________________

7. How do you rate our pricing on a Wednesday Bazaar?

Excellent Good

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No difference

8. What is your most convenient time for shopping on Wenesday Bazaar?

Morning _______________

Afternoon ________________

Evening ________________

9. Do you know about Bachat Diary scheme for Wednesday Bazaar?

Yes

No

If No, please ask our representative

10. Do you feel now that Bachat Diary scheme will encourage you to shop on a

Wednesday Bazaar?

Yes

No

11. Do you feel you need to be informed about our special Wednesday Bazaar offers

and schemes?

Yes

No

12. If yes, how would you like to be informed?

Tele-calling

SMS Email

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Pamphlets

13. Would you like to participate in any competitions held for customers?

Yes

No

May be

15. Any Wednesday Bazaar suggestions?

PLAN OF ANALYSIS

The data that was obtained from the sales report and the questionnaire was analysed and

interpreted with the help of different types of graphs. The data was collected,, classified,

tabulated, interpreted.

DateSales(Rs)

CustomerEntry Date Sales (Rs)

CustomerEntry

Jan2009 2 1372623 3523

Jan2010 7 1106335 2953

9 1344717 3756 14 1506187 3265

16 885724 2679 21 793148 2263

23 761224 2816 28 823440 2367

30 982334 2956

Feb2009 6 1306523 3654

Feb2010 4 1155577 2940

13 1435609 3864 11 1062721 3067

20 1787539 5138 18 963407 3046

27 1354311 3357 25 878618 2865

Comparison charts from the above tables are given below

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Analysis and Interpretation

From the above chart it is seen that the sales of the Wednesdays in the month of January of

2010 were higher than 2009.

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Analysis and Interpretation

From the above chart it is seen that the customer entry of the Wednesdays in the month of

February of 2010 were fluctuating than January 2010.Most of the times February month has

greater customer entry than January.

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Analysis and Interpretation

From the above chart it is seen that the sales of the Wednesdays in the month of January and

February 2010 are fluctuating. Mostly the January month has good sales.

The charts obtained from the data of the questionnaire are given below. Due to high amount oftables of data to be provided the data is not given but the comparison charts are mentioned.

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Analysis and Interpretation

From the above chart it is seen that among the customers who visit BB-BSK 38% visit once a

week, 28% once a fortnight. 26% once a month and 8% rarely.

Hence it is seen that that the highest percentage of people visit BB-BSK once a week and least

number of people come rarely.

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Analysis and Interpretation

From the above chart it is seen that maximum number of people come in the evening to shop

and minimum come anytime. Higher numbers of people do come in the mornings or afternoon

to shop. The customers who come in the morning or afternoon are mostly ladies.

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Analysis and Interpretation

From the above chart it is seen that out of a sample size of 50, 29 feel the price rates of

products are good, 12 feel it has no difference, 6 have no opinion of it and 3 of them feel its

excellent.

Hence most of the people agree that the prices are good.

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Analysis and Interpretation

From the above chart it is seen that the maximum number of customers are mostly during the

weekends because they come with family and are free of work. Some customers do come on

weekdays say mostly ladies to replenish their food stuff and some just enter whenever they feel

any time to shop.

REPORT ON THE VISIT TO BB - OMR ON 19/03/2010 (FRIDAY) - 6pm to 7:30pm

All the cash counters working with less rush of customers

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Centralized AC

All stocks are arranged very well, all variants are available, no deficiency of stock

Announcements made are clear and slow

There is a bakery at the ground floor which has good variety of products, tables put up

to eat for the customers

Good Kannada and Hindi songs are put up. They are different songs in different floors

Many varieties of fresh vegetables and fruits are available

There is good freezer provision for cool drinks and dairy products

The Customer Service Desk is at the 1st floor which is clearly seen by the customers as

they travel to the 2nd floor through escalator

Escalators are there for easy travel

Good variety of fancy clothes are there (men & women, kids)

There are less number of sales people (women are very less compared to men)

There are very good toys placed which good condition

There is place for the kids to play while their parents are shopping

There are more people to help at the CSD

There are other things sold(compared to BSK-BB) such as electronic lockers, plywood,

tiles, lightings, bathroom fittings, wash basin, keys, drillers and tub

The customers who come there are educated

The uniform for the sales people are different

There stock is arranged very well and the surroundings are very clean

Good brands of watches are available- titan, fast track, sonata, Casio

Trolleys and baskets are arranged well

Too many ads are put up, directions are clear

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Food court has good ambience, fast delivery of food

Toilets are very clean

F123 is very well arranged, good lighting, crowd is there

Food court has lot of customers, good arrangement of tables and chairs, has a sauce

bottle on each table

There is less volume music played in the food court

There are 2 separate cash counters to manage crowd

There are more variety of books and stationary ,clothes, toys

Furniture, handbags is of good designs and quality

FINDINGS

Most of the customers who visit BB-BSK are from Banashankari

Their average family income ranges from 15,000 50,000 There are many young couples who come to shop, especially on Sundays

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Most of them have a family size ranging from 3-5

Most of the customers shop in the weekend

Most of the customers shop for Food, PUC and apparel

Most of them spend above Rs 2000 on their monthly shopping

Most of them are aware of Wednesday bazaar and do shop on that day

Most of them got informed about Wednesday bazaar through in storeadvertisements, newspaper ads, word of mouth

Most of the people feel the prices of the products at BB is good

Most of the customers do shop in the evening

SUGGESTIONS

Appoint most staff at the CSD to help

Put good variety of music

Centralized AC should be fully functioning

All billing counters should be open and functioning

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Advertising in the weekends by shouting, loudspeaker should be avoided for thecustomers to shop peacefully

Discounts and prices should be put up clearly

Staff should be friendly

Stock should be replenished on a continuous basis

Fruits ,vegetables, breads are not fresh

Stop sticking stickers on the bags at the entrance

Some PUC items do not fit(the lids with the containers)

Please improve the quality of clothes (men and women)

Delivery of food at the food court is late

CONCLUSION

Thereby Wednesday bazaar is a good method to boost up the sales in the weekdays. It was

really nice working on this project. I hope the following suggestions of mine will be

considered. Bachat diary is also a good concept which many of the customers feel encouragedto shop more. Conducting competitions are also making more customers enrich their talents

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and visit BB-BSK regularly especially on Wednesday when it is conducted. Hence good luck to

BB-BSK in it endeavours to increase their sales and customer satisfaction.

BIBLIOGRAPHY

Www. business.mapsofindia.com/India-retail-industry

Www. future bazaar.com

Www.pantaloon.com/index.asp