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PART-1INDUSTRYPROFILE
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INDUSTRY PROFILE
INTRODUCTION TO RETAILING
The word retail is derived from the French word retailer, meaning cut a piece off or to break
bulk. In simple terms, it implies a first-hand transition with the customer.
Retailing is the sale of goods and services to the ultimate consumer for personal, family or
household use.
According to KOTLER
Retailing includes all the activities involved in selling goods or services to the final
consumers for personal, non business use
Retailing can thus be defined as consisting of all such activities involved in the marketing of
goods and services directly to the consumers for their personal, family or household use.
Retailing involves a direct interface with the customer and the coordination of business activities
from end to end, right from the concept or design stage of a product or offering, to its delivery
and post delivery service to the customer.
Retailer: Retailer can be defined as a dealer or trader who sells goods in small quantities, or one
who repeats or relates.
Manufactures: Manufactures business whose primary economic role is the production of goods.
Wholesaler: Wholesaler, which acts as market intermediaries between producers and end users
of products and services.
Retail Market: Retail Market refers to a place where a group of consumers with similar needs
and group of retailer meet using a similar retail format to satisfy those consumer needs.
Retail Marketing: Retail Marketing can be defined as the process by which a retailer tries to
identify the target market in order to satisfy the target market's needs and build up a sustainable
competitive advantage.
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INDIAN RETAIL INDUSTRY
The Indian retail industry is the fifth largest in the world. Comprising of organized and
unorganized sectors, India retail industry is one of the fastest growing industries in India,
especially over the last few years. Though initially, the retail industry in India was mostlyunorganized, however with the change of tastes and preferences of the consumers, the industry is
getting more popular these days and getting organized as well. With growing market demand, the
industry is expected to grow at a pace of 25-30% annually
The retail scenario in India is unique. Much of it is in the unorganized sector, with over 12
million retail outlets of various sizes and formats. Almost 96% of these retail outlets are less than
500 square feet in size, the per capital retail space India being 2 squre feet compared to the US
figure of 16 square feet Indias per capital retailing space is thus the lowest in the world.
With more than 9 outlets per 1000 people, India has the largest number in the world. Mostof them are independent and contribute as much as 96% to total retail sales. Because of the
increasing number of the nuclear families, working women, greater work pressure and increased
commuting time, convenience has become a priority for Indian consumers. They want everything
under one roof for easy access and multiplicity of choice. This offers an excellent opportunity for
organized retailers in the country which account for just 2% and modern stores 0.5% of the
estimated US Dollar 180 billion worth of goods that are retailed in India every chain, Wal-Mart.
GROWTH OF INDIAN RETAIL INDUSTRY
According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India
retail industry is the most promising emerging market for investment. In 2007, the retail
trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In
2009, it rose to 12%. It is also expected to reach 22% by 2010.
According to a report by North bride Capita, the India retail industry is expected to grow to US$
700 billion by 2010. By the same time, the organized sector will be 20% of the total market
share. It can be mentioned here that, the share of organized sector in 2007 was 7.5% of the
total retail market.
India is rapidly evolving into a competitive marketplace with potential target consumers in the
niche and middle class segments. The market trends indicate tremendous growth opportunities.
Global majors too are showing a keen interest in the Indian retail market. Over the years,
international brands like marks and spencer, Samsonite, Lacoste, McDonalds, Swarovski,
Dominos among a host of others have come into India through the franchise route following the
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relexation of FDI (Foreign Direct Investment) restrictions. Large Indian companies- among them
the Tata, Goenka and the Piramal groups are investing heavily in this industry.
CHALLENGES FACING INDIAN RETAIL INDUSTRY
The tax structure in India favors small business
Lack of adequate infrastructure facilities
High cost of real estate
Dissimilarity in consumer groups
Restrictions in Foreign Direct Investment
Shortage of retail study options
Shortage of trained manpower
Low retail management skill
THE FUTURE
The retail industry in India is currently growing at a great pace and is expected to go up to US$
833 billion by the year 2013. It is further expected to reach US$ 1.3 trillion by the year 2018 at a
CAGR of 10%. As the country has got a high growth rates, the consumer spending has also gone
up and is also expected to go up further in the future. In the last four year, the consumer spending
in India climbed up to 75%. As a result, the India retail industry is expected to grow further in
the future days. By the year 2013, the organized sector is also expected to grow at a CAGR of
40%
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PART-2COMPANYPROFILE
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Company profile
Pantaloon Retail (India) Limited, is Indias 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 16 million square feet of retail space, has over
1000 stores across 73 cities in India and employs over 30,000 people.
The companys 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. 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 ofPantaloon Retail (India)
Limited. This entity has been created keeping in mind the growth and the current size of the
companys value retail business, led by its format divisions, Big Bazaar and Food Bazaar.
The company operates 148 Big Bazaar stores, 169 Food Bazaar stores, among other formats, in
over 70 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.
Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire
Indian consumption space.
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BIG BAZAAR
Isse sasta aur accha kahin nahi!
Type : - hypermaketFounded : - 2001Headquarter : - jogeswari , mumbaiIndustry : - retail
Product : - department, furniture, grocery and fashionPromoters : - Kishore biyaniParent :- pantaloon
Punch line :- isse sasta aur accha kahin nahi
Big Bazaar has clearly emerged as the favorite shopping destination for millions of its
consumers, across the country, its success is a true testament to the emotional bonding it has
established with the Indian consumer, on account of its value offerings, aspirational appeal and
service levels.
Shop till you drop! Big Bazaar has democratized shopping in India and is so much more than a
hypermarket. Here, you will find over 170,000 products under one roof that cater to every need
of a family, making Big Bazaar Indias favorite shopping destination.
At Big Bazaar, you will get the best products at the best prices from apparel to generalmerchandise like plastics, home furnishings, utensils, crockery, cutlery, sports goods, car
accessories, books and music, computer accessories and many, many more. Big Bazaar is the
destination where you get products available at prices lower than the MRP, setting a new level of
standard in price, convenience and quality.
If you are a fashion conscious buyer who wants great clothes at great prices, Big Bazaar is the
place to be. Leveraging on the companys inherent strength of fashion, Big Bazaar has created a
strong value-for-money proposition for its customers. This highlights the uniqueness of Big
Bazaar as compared to traditional hypermarkets, which principally revolve around food,
groceries and general merchandise.
Boasting of an impressive array of private labels, Big Bazaar is continually striving to provide
customers with a complete look. So be it mens wear, womens wear, kids wear, sportswear or
party wear, Big Bazaar fashions has it all!
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Food Bazaar
Ab Ghar Chalaana Kitna Aasaan
Food Bazaar invites you for a shoppingexperience, unique by its ambience. At Food Bazaar you will find a hitherto unseen blend of a
typical Indian Bazaar and International supermarket atmosphere.
Flagged off in April02, Food Bazaar is a chain of large supermarkets with a difference, where
the best of Western and Indian values have been put together to ensure your satisfaction and
comfort while shopping.
The western values of convenience, cleanliness and hygiene are offered through pre packed
commodities and the Indian values of "See-Touch-Feel" are offered through the bazaar-like
atmosphere created by displaying staples out in the open, all at very economical and affordableprices without any compromise on quality.
The best of everything offered with a seal of freshness and purity will definitely make your final buying decision a
lot easier.
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GROWTH AND EXPANSION OF BIG-BAZAAR
Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta,Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 148 BigBazaar stores in 70 cities and towns across India.
GROWTH
2001
Four Big Bazaar stores launched within a span of 22 days in
2002
Big Bazaar - 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-th customer at its new store in Gurgaon
2004
Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaarawarded the countrys most admired retailer award in value retailing and food retailingsegment at the India Retail Forum
A day before Diwali, the store at Lower Parel becomes the first to touch Rs 10 millionturnover on a single day
2005
Initiates the implementation of SAP and pilots a RFID project at its central warehouse inTarapur.
Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers toexchange household junk at Big Bazaar
Electronic Bazaar and Furniture Bazaar are launched
2006
Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1,37,367 shopping bill.The Sangli farmer becomes Big Bazaars largest ever customer.
Big Bazaar launches Shakti, Indias first credit card program tailored for housewives Navarasthe jewellery store launched within Big Bazaar stores
http://en.wikipedia.org/wiki/Calcuttahttp://en.wikipedia.org/wiki/Indorehttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Indorehttp://en.wikipedia.org/wiki/Calcutta8/4/2019 A Project Report On1
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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 Pantaloon 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 WorldRetail Congress held in Barcelona.
2008
Big Bazaar becomes the fastest growing hypermarket format in the world with the launch ofits 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 Indias Business Superbrands. It is voted among the top ten
service brands in the country in the latest Pitch-IMRB international survey
2009
Big Bazaar opens its second store in Assam at Tinsukia Big Bazaar initiates Maha Annasantarpane program at its stores in South India a unique
initiative to offer meals to visitors and support local social organisations Big Bazaar captures almost one-third share in food and grocery products sold through
modern retail in India
2010
Future Value Retail Limited is formed as a specialised subsidiary to spearhead the groups
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 Most Preferred Multi Brand Food & Beverage Chain, Most PreferredMulti Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop
Big Bazaar connects over 30,000 small and medium Indian manufacturers and entrepreneurswith around 200 million customers visiting its stores.
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GROUP VISION
Future Group shall deliver Everything, Everywhere, Everytime for Every Indian Consumer in the
most profitable manner.
GROUP MISSION
We share the vision and belief that our customers and stakeholders shall be served only by
creating and executing future scenarios in the consumption space leading to economic
development.
We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segmentsfor classes and for masses.
We shall infuse Indian brands with confidence and renewed ambition.
We shall be efficient, cost- conscious and committed to quality in whatever we do.
We shall ensure that our positive attitude, sincerity, humility and united determination shall be
the driving force to make us successful.
COUR 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.
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PART-3
SUMMERTRAINING
PROJECT
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INTRODUCTION
Retailing is evolving into a global, high-tech business. Wal-Mart is now the worlds largest
corporation and has become the largest food retailer in the United States. French based Carrefouris the worlds second largest retailer. Retailing in developed countries is big business and betterorganized. But the retail scenario in India is different much of it is in unorganized sector. Thereare more than 12 million retail outlets of various sizes and formats. And almost 90% of them areless than 500 sq. ft. in size and the per capita retail space is only 2 sq. ft. while US has 16 sq. ft.
India has the largest number of outlet in world i.e. 9 outlets for 1000 people. Most of them areindependent and contribute to the retail sales. Because of increasing number of nuclear families,working women, greater work pressure and greater commuting time, convenience has become apriority for Indian customers. They ever want things under one roof for easy access andmultiplicity of choice. The growth and development of organized retailing is driven by two main
factors-prices and benefits the customer cant resist.
India is rapidly involving into a competitive market place with potential target consumers in theniche middle class segments. The market trend indicates tremendous growth opportunities. Thebuying behavior and lifestyle in India too are changing and the concept of value for money is
fast catching on in Indian retailing. This is the evident from the expansion of the Pantaloonschain into the large format, Big Bazaar. This growth in retail sector is making the retailerspowerful intermediates in the marketing channel, bridging the gap between manufactures andconsumers.Keeping in mind the rapid growth of Indian retail industry and its bright future, this has alwaysbeen a thrust area for me. Big Bazaar is at the top position in Indian retail industry. That is why itattracted me to have summer training (on the job training) in Big Bazaar, Udaipur. Big Bazaar isthe retail chain of Future Retail (India) Ltd. And it provides a wide range of products availabilityfor the customers.
As a matter of fact, retail is the buzz word of the Indian economy today. As retail industry isgrowing at a high pace I wanted to have an overview of the subject. I have chosen Big Bazaarretail chain for the summer training (on the job training) because Big Bazaar retail is veryupcoming retail company which is continuously changing its activities with the change of time. Iwanted to understand their marketing activities and liked to relate how similar or dissimilar it isfrom what I have studied in marketing management.
To execute the project, I underwent on the job training at Big Bazaar, Sahara Ganj, Lucknow.The interaction with the Store Manager, Operational Manager and other staff personnel wasfruitful to me as it cleared many core concepts when it came to practical application.
The main objective of the project was to get practical training of what we have learnt theoreticalin the classroom. In other words, it was to get practical exposure of all the marketing skills andhow to implement in the real situation.
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OBJECTIVES AND SCOPE
PRIMARY OBJECTIVE
To study the pricing and promotional activities of Big Bazaar.
SECONDARY OBJECTIVES
To study the Retail Mix of Big Bazaar
To study the Focus on various areas in planning
To study the Potential and target market. To study the Key department of Big Bazaar.
To look at the current trends in the Indian organized retail industry. To know about the marketing activities of the Big Bazaar done round the year. To know the customer queries, comments and suggestions about the store and its
products.
In fact, the training was for the practical aspects of the management skills and it was fruitful asthe main objective of the project was fulfilled satisfactorily. During the training period, I learntabout the store organization and different activities performed by staff personnel. Big Bazaarbrings various schemes for the festival season and offers wide product choice to the customers.
SCOPE
The study is entirely based on THE STUDY OF PRICING AND PROMOTIONAL
ACTIVITIES OF BIG BAZAAR.When the project report is prepared it includes all the aspects
of project like companys product and its market, manufacturing process, operational viability,
its marketing projection .This helps the management to understand whether the project is
practically possible or not. It may be use for industries profitability.It may be useful for
analyzing companies relationship with their customer.
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RETAIL MIXOF BIG BAZAAR
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.
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Big Bazaar also promotes a number of in house brands like:
DJ & C
Tasty Treat
Clean Mate
Sensei Care Mate
Koryo and 44 other brands.
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 (EDLPEvery 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, Gudi Padva, and Durga Pooja).
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
Bundling:It refers to selling combo-packs and offering discount to customers. The combo-packs
add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on
bundling.
e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22)
5kg oil + 5kg rice + 5kg sugar for Rs 599
Place:
The Big Bazaar stores are operational across three formatshypermarkets 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 116stores. Apart from the Metros these stores are also doing 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 crore 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
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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:
The various promotion schemes used at Big Bazaar include:
Saal ke sabse saste 3 din
Hafte ka sabse sasta din Wednesday bazaar
Exchange Offers Junk swap offer
Future card(3% discount)
Shakti card
Advertisement (print ad, TV ad, radio)
Brand endorsement by M.S Dhoni and Asin
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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PRICING AND PROMOTIONAL ACTIVITIES OF BIG BAZAAR
At the time of the launch of Big Bazaar in Lucknow, there was no real precedent in the Indian
Market. A western model had to be adapted to suits the needs of the Indian environment. Various
local markets were studied to understand the product mix and the prices offered.Savings is to the key to the Indian middle class consumers. The store that would be launched had
to offer value to the consumers. Keeping this in mind the concept of Big Bazaar was created.
In India, when a customer needs something for home, a typical thought is to seek it from bazaar
where a complete range of products is available to the consumers. As the store offers a large mix
of products at a discounted price, the name Big Bazaar was finalized. The idea was to re-create a
complete bazaar, with a large product offering and to offer a good depth and width in terms of
range.
Price was the basic value proposition at Big Bazaar. The Big Bazaar outlets sold a variety ofproducts at prices which were 5 to 60% lower than the market price. The line Is Se Sasta Aur
Accha Kahin Nahi emphasized this. The key question faced by the management was whether
the low margins on the products would allow the company to sustain growth. With the aim of
answer in order to allow the company decides on the right locations.
The key learning which came out of this exercise was that for a large store like Big Bazaar, a
large catchments area was needed. The management decided to stick to the existing market
places within the city as the western model of hypermarkets, where the store was located in large
area on the mid of the city would also really work in India. The cost of time spent on travels and
the cost of petrol in India would really become a plus point for the customers. Some of the key
pricing and promotional activities that are successfully employed by Big Bazaar are:-
The Great Exchange Offer
Big Bazaar announced The Great Exchange Offer with a Bring anything old and take anything
new concept which started from the 16th of Feb 2008 at the Landmark store. The offer was
valid till the 16th of March 2008 at the store. Under the exchange offer, old garments, utensils,
furniture, plastic ware, newspapers or just about anything was weighed and valued and
customers were given exchange coupons. The customer could redeem the coupons before the duedate on the condition that he/she shops four times the value of the coupon. There were also direct
exchanges on mobiles and electronic goods during the period with attractive discounts on new
purchases. The prices fixed by Big Bazaar were: clothes (Rs 200 per kg), newspaper (Rs 25 per
kg), plastics/utensils/leather goods (Rs. 75 per kg), footwear/luggage (Rs. 100 per kg), Pet/beer
bottles (Rs 15 per kg), tyres (Rs 50 per kg), furniture (Rs 75 per kg) and others (Rs 20 per kg).
These exchange values were found to be almost 4 to 5 times higher than the road side kabari
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wala. For the consumer, this offer aimed at helping the housewife clean out the junk while
getting a good value for it. The coupons availed by the customer were equivalent to a 25%
discount on products that could be purchased under this offer. For Big Bazaar, this promotion
campaign helped boosting sales during the period of February and March as it has been noticed
that these months are dull months for consumer buying. Big Bazaar undertook the following
ways to promote The Great Exchange Offer.
Below the line activities for The Great Exchange Offer involved:
Sufficient visual merchandizing within the store that included danglers, signages, standees,
distribution of pamphlets, which gave details of the offer.
Frequent announcements made by the staff inside the store at regular intervals.
Above the line activities for The Great Exchange Offer involved:
TVC on popular entertainment channels like Star Plus, Sony, Set Max, Star One.
Road shows carried out by the Big Bazaar staff with announcements about the offer to make
people aware.
Newspaper ads in almost all the local dailies like Sakal, The Times of India, on different days
during the period of the offer.
Sabse Saste Teen Din (Big days)
26 Jan Republic Day a National HolidayBig Bazaar Marketing Department gave a newthought on this day in 2006 they started a new shopping festival, i.e. Sabse Saste Teen Din. None
of the retail industry was aware about this surprise shopping festival. Big Bazaar did it in its own
way!! They showed this National holiday can be celebrate in festival mode , while doing
shopping Big bazaar throwed up to 65% of on each & every products in the store for three days.
So the promotion was called Sabse Saste Teen Din.
Wednesday BazaarHafte ka sabse sasta din
In January 2007, Big Bazaar introduced a Wednesday Bazaar concept called Hafte Ka SabseSasta Din with the aim to give homemakers the power to save the most on this day of the week.
Wednesday Bazaar offers clothes, accessories and fashion jewellery and personal care products
on greater discounts. In the hypermarkets or supermarkets business, it is noted that the highest
footfalls generated by these stores are mostly on the weekends or on national holidays.
Therefore, it becomes very important for the retailer to plan certain offers in such a manner that
it can attract people on the weekdays too. For the customers, Wednesday Bazaar is the Hafte
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Ka Sabse Sasta Din which the customers leverage on and for Big Bazaar; Wednesday Bazaar is
an opportunity to maintain footfalls to its standards on weekdays too.
For Big Bazaar, Wednesday Bazaar is a concept, which it intends to run on a longterm basis. For
which the aim is to inculcate in the minds of customers that every Wednesday is a day of greater
savings at Big Bazaar. It is therefore, incumbent on the brand to have the offer grow and create
deep impact on the minds of the customers. It has tried to do this in the following ways:
Below the line activities for Wednesday Bazaar involves:
Visual merchandizing promoting the offer with the help of danglers, signages, standees, etc.
Frequent announcements made by the staff inside the store on a regular basis.
Above the line activities for Wednesday Bazaar involves:
TVC on popular entertainment channels like Sony, Star Plus, Set Max, Star One.
Newspaper ads on Wednesday in the local dailies, Sakal and Times of India.
Hoardings at ROADS.
Big Bazaar's `junk' swap offer
Big Bazaar is launching a promotional offer from Saturday, with the slogan, "Bring anything old
and take something new".
A press release issued by the company says the customer can bring anything old, such as
newspaper, and get coupons issued in exchange of the junk. The customer can redeem the
coupons before the due date on the condition that he/she shops four times the value of the
coupon.
The prices fixed by Big Bazaar are: clothes (Rs 200 per kg), newspaper (Rs 25 per kg),
plastics/utensils/leather goods (Rs. 75 per kg), footwear/luggage (Rs. 100 per kg), Pet/beer
bottles (Rs 15 per kg), tyres (Rs 50 per kg), furniture (Rs 75 per kg) and others (Rs 20 per kg).
"This offer will help the housewife clean out the junk while getting a good value for it,"says Mr
Sanjeev Agarwal, President (Marketing), Pantaloon Retail (India) Ltd.
Punch Line:
The punch line of Big Bazaar says IS SE SASTA AUR ACCHA KAHI NAHI. This line gives
the feeling that Big Bazaar gives merchandise which is cheapest in the market or in other words
the value for money which a customer will be getting here will be more than anywhere else.
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Maha Savings Day:
The Maha Savings Day saw shoppers got deals they have never seen or heard before. The offers
spread across categories from electronics to utensils, from apparel to furniture and also food. For
example pressure cooker for Rs 299, two Ruf n Tuf Jeans for Rs 499, and a Motorola C115 for
Rs 1,399.
Advertisement on Saturdays and Sundays:
Big Bazaar usually runs a full page advertisement on Saturdays and Sundays in all the leading
dailies communicating various offers. This is done to attract crowds on weekends because most
of the people usually shop during weekends.
Discount Selling:
Big Bazaar sells all its products at a much cheaper price as compared to the local markets. The
range of discounts ranges from 5 to 60%. Although the store sells the products at a cheaper rates
it does not compromises with the qualities of the products.
Loyalty cards:
Big bazaar in association with ICICI banks has launched loyalty cards for the customers. They
are:
ICICI Bank Big Bazaar Silver Credit Card It gives you the benefits of regular cards and
additional features to make your shopping not only enjoyable but also a way to save more with
Big Bazaar.
ICICI Bank Big Bazaar Gold Credit Card The card brings to you more reasons to save and
earn rewards on its usage. It gives you all the benefits of regular cards and additional features to
make your shopping not only enjoyable but also a way to save more with Big Bazaar.
Shakti Card Shakti is a credit card for housewives. You need not submit income proof. Simply
show your Big Bazaar bill of more than Rs. 500 and a lifestyle proof like club membership card,
health club card etc. And get your Shakti. You can use Shakti at all the Big Bazaar and Food
Bazaar outletsFrequent Promotional Activities:
Frequent promotional programs like Wednesday- Haftey Ka Sabse Sasta Din, Fashion
Shows, Monthly Bachat, Price Challenge, etc. were conducted in store in which the
customers were provided special discounts, offers in addition to the normal discounts and offers
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of the store. The main purpose of this sort of activities is to generate in the dull days of the week
or of the month.
Advertising:
Advertising is an essential component of brand building. The advertisement and brand buildingis done through various ways, the techniques used are: -
Tag-line: Big Bazaar tag-lines are the key components of advertising. These tag-lines are
modified according to demographic profile of customers. These catch-phrases appeared on
hoardings and newspapers in every city where Big Bazaar was launched. Everybody understood
and connected easily with these simple one-liners. The catch-liners include "Hindi - Chane ke
bhaw kaaju", "Bengali - Rui er dame illish", "Hindi - Stall ke bhaw balcony", etc.
Print Ads: Big Bazaar newspaper advertisements are present just before launch of any new
scheme. This creates aura about the Big Bazaar brand in the minds of customers.
TV Ads: Kishore Biyani spends a lot of money in brand building exercise. Big Bazaar
commercials are shown on various channels in India. Presently, Fashion@Big Bazaar
commercial is aired.
Road-side Advertisements: Big Bazaar bill-boards are displayed on prime locations in various
cities as a brand building exercise. They display the catch-phrases now-a-days.
Radio Ads: This technique is used in cities. Now-a-days, it is replaced by advertisements on FM
channels. This informs customers about all new happenings at Big Bazaar.
Fashion Shows: "FASHION @ BIG BAZAAR - Desh Badla, Bhesh Badlo" is the latest
invention of the Indian iconic brand. In an effort to take the Fashion to the masses, Big Bazaar,
the flagship hypermarket brand of retail chain of Future Group, organized a three-day Fashion
Show on the streets of Bandra, Mumbai.
Brand Endorsement by Celebrity: Big Bazaar is always associated with celebrities for
advertising and marketing of its brand name. The current campaign is starred by Brand
Ambassador and Indian Cricket ODI Captain Mahendra Singh Dhoni. Earlier HimeshReshammiya and Sanath Jaisuriya were associated with Big Bazaar.
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MANAGEMENT STYLE OF BIG BAZAAR
The organization structure for Big bazaar is flat in nature. For Big bazaar, the divisions areapparel, non apparel and the new business division, which includes gold, footwear and theshopin- shops. For Food Bazaar, a separate teem has been created which again worksindependently.
About 1,800 people work for Big bazaar directly. Support and ancillary services compriseanother 400 people. A new trainee is put through a basic three day training program before goingon the shop floor. Evaluation is done every six months.
THE STRATEGY OF BIG BAZAAR
Saving is key to the Indian middle class consumer. The store, which would be created, had to
offer value to the consumer. Keeping this in mind, the concept of Big bazaar was created.
In India, when a customer needs some thing for the home, a typical thought is to seek it from thebazaar. A bazaar is a place where a complete range of products is always available to theconsumer. This is true across India. As the store would offer a large mix of products at adiscounted price, the name Big bazaar was finalized. The idea was to re-create a completebazaar, with a large product offering (at times modified to suit local needs) and to offer a gooddepth and width in terms of range. The mind to market for the first store was just six months.
Price was the basic value proposition at Big bazaar. The Big bazaar outlets sold a
variety of products at prices, which were 5 to 60 percent lower than the market price.
The line Isse sasta aur achha kahin nahin emphaised this.
BRANDS OF BIG BAZAAR
The Big Bazaar has built a strong portfolio of some of the fastest growing consumer brands in
India. This activity is led through Future Brands India Limited, a specialized subsidiary
company of Future Group that was set up to create and build powerful brands that address the
aspirations of the new Indian consumer.
Some of the key brands in this portfolio include, John Miller, Lombard, Bare, DJ&C, Buffaloand RIG in the fashion and apparel space. Dreamline, present in the home segment, offers a
wide range of products in kitchenware, bed & bath linen, and Home Dcor categories.
In the food and home care segment brands include Tasty Treat, Premium Harvest, Fresh &
Pure, Care Mate and Clean Mate.
In consumer durables and electronics space, the groups brands include Koryo and Sensei.
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STORE ORGANIZATION OF BIG BAZAAR
StoreManager
AssistantStore Manager
OperationalManager
DepartmentManager
AdditionalDepartment
Manager
Team Leader
Team Member
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SWOT Analysis of Big Bazaar
STRENGTHS
High brand equity enjoyed by Big Bazaar
State of the art infrastructure
A vast variety of stuff available under one roof
Everyday low prices, which attract customers
Maximum percent of footfalls converted in sales
Huge investment capacity
Biggest value retail chain in India
It offers a family shopping experience, where entire family can visit together.
Available facilities such as online booking and delivery of goods
WEAKNESS
Unable to meet store opening targets on time
Falling revenue per sq ft
General perception: Low price = Low quality
Overcrowded during offers
Long lines at billing counters which are time consuming
Limited only to value offering low price products. A no of branded products are still missingfrom Big Bazaars line of products. E.g. Jockey, Van heusen,
OPPORTUNITY
A lot of scope in Indian organized retail as it stands at approximately 4%.
Increasing mall culture in India.
More people these days prefer to visit big stores where they can find large variety under one roof
THREATS
Competition from other value retail chains such as Shoprite, Reliance (Fresh and trends),Hypercity and D mart.
Unorganized retail also appears to be a threat to Big Bazaars business. A large population still
prefers to visit local convenient stores for daily purchases
Changing Government policies
International players looking to foray India
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Methodology
A structured questionnaire was used to collect primary data. Convenient random sample of 100respondents were asked to fill the questionnaire consisting of closed ended questions.Respondents were randomly intercepted in the Big Bazaar. Secondary data has been collectedfrom journals, magazines, internet and other documented material. Primary data was analyzedusing simple percentages, and inferences were drawn.
RESEARCH METHODOLOGY
Technology and customers tastes and preferences plays a vital role in todays generation.Research Methodology is a set of various methods to be followed to find out variousinformations regarding market strata of different products. Research Methodology is required
for every industrial service industries for getting acquire knowledge of their products.
Period of Study: This study has been carried out for a maximum period of 8 weeks.
Area of study: The study is exclusively done in the area of marketing. It is a process requiringcare, sophistication, experience, business judgment, and imagination for which there can be nomechanical substitutes.
Sampling Design: The convenience sampling is done because any probability samplingprocedure would require detailed information about the universe, which is not easily availablefurther, it being an exploratory research.
Sample Procedure: In this study convenience sampling procedure is used. Conveniencesampling is preferred because of some limitation and the complexity of the random sampling.
Area sampling is used in combination with convenience sampling so as to collect the data fromdifferent regions of the city and to increase reliability.
Sampling Size: The sampling size of the study is 100 users.
Data Collection: Data is collected from various customers through personal interaction. Specificquestionnaire is prepared for collecting data. Data is collected with mere interaction and formaldiscussion with different respondents.
Tools of Analysis: - The market survey and the techniques for marketing and investment offinance is carried out by physically interacting with the potential customers in big bazaar.
Research Design: - The research work is exploratory in nature, and is meant to provide the basicinformation required by research objectives. It is a preliminary study based on primary data andthe findings can be consolidated after a detailed conclusive study has been carried out.
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DATA ANALYSIS AND INTERPRETATION
Q1. How you came to know about Big Bazaar.
a) Electronic media 30
b) Word of mouth 40
c) Print media 20
d) Hoarding 10
ANALYSIS & INTERPRETATION:
Out of 100 respondent 40% people got information about Big Bazaar from word of mouth 30%from electronic media, 20% from print media, 10% from Hoardings.Most of them get
information about Big Bazaar from word of mouth.
Maximum number of people get information about Big Bazaar from word of mouth
0
5
10
15
20
25
30
35
40
45
Electronic media Word of mouth Print media Hoarding
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Q2. In a month how many times you visit big bazaar?
a) Once 7
b) Twice 23
c) Thrice 8
d) More than thrice 25
e) As per requirement 37
ANALYSIS & INTERPRETATION:
Out of 100 respondent, 37% people visit the store when they have some requirement and 25%are visited more than thrice, 23% visited two times in month and 7% & 8% people visited oneand three times in a month respectively. Most of them regularly visit big bazaar.
Maximum number of people visited store frequently.
0
5
10
15
20
25
30
3540
7
23
8
25
37
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Q3. Your shopping experience in big bazaar is always!
a) outstanding 1
b) Excellent 21
c) Good 43
d) Average 32
e) Bad 3
ANALYSIS & INTERPRETATION:
Out of 100 respondent, 43% people has good shopping experience in big bazaar,32% has averageand 21% people has excellent. But 1% has outstanding shopping experience and 3% has badshopping experience.
Maximum numbers of people has a better experience of shopping in big bazaar .
0
5
10
15
20
25
30
35
40
45
outstanding Excellent Good Average Bad
1
21
43
32
3
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Q4. Which of the following factors influence in your purchase decision?
a)Offer
43
b)
Service
11
c)Quality
21
d)Effective advertisement
25
ANALYSIS & INTERPRETATION:
Among 100 respondent 43 of them told that offer is responsible for their purchase decision and 9
of them told that service and 23 of them told that quality an only 25 of them told that effective
advertisement.Most of the people influenced by offer.
Maximum number of people influenced by offer in their purchase decision
43
1121
25
Offer Service Quality Effective advertisement
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Q5. Discounts and offers served in big bazaar is !
a) outstanding 7
b) Excellent 32
c) Good 36
d) Average 23
e) Bad 2
ANALYSIS & INTERPRETATION:
Out of 100 respondents, Discounts and offers served in big bazaar is good said by 36%customers, 32% feel it is excellent and only 7% feel outstanding. But 25% customers are not
satisfied by Discounts and offers served in the big bazaar.
Maximum Customers are satisfied by Discounts and offers served in the big bazaar.
Discounts and offers served in the big bazaar are excellent.(Especially in Big day)
0
5
10
15
20
25
30
35
40
outstanding Excellent Good Average Bad
7
32
36
23
2
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Q6. Looking at the promotions of food bazaar does your
purchase pattern changes?
a)Yes
83
b)No
17
ANALYSIS & INTERPRETATION:
Among 100 respondent 83 of them told that these promotional offers changes their purchase
pattern and only 17 of them told do not change.
Most of the customer believed that promotions is responsible for their purchase decision
Yes
No
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Q7. During which offer you shop most?
a)Wednesday Bazaar
30
b)Monthly Bachat Bazaar
50
c)Weekend offers
20
ANALYSIS & INTERPRETATION:
From the table, and column chart depicted above, the distribution of the consumers is evident. Ofthe 100 respondents who answered the questionnaire,50% customers purchase decision areeffected by M.B.B(Monthly Bacaht Bazaar) 30% are influenced by Wednesday Bazaar and only20% got influenced by weekend offers.
Most of the customer interested to buy in Monthly Bachat Bazaar offer
0
10
20
30
40
50
60
Wednesday Bazaar Monthly Bachat Bazaar Weekend offers
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Q8. In offer days the shopping experience in the store is!
a) outstanding 3
b) Excellent 29
c) Good 39
d) Average 25
e) Bad 4
ANALYSIS & INTERPRETATION:
Out of 100 respondents, 39% people have good shopping experience in big bazaar, 25% hasaverage and 29% people has excellent. But 3% has outstanding shopping experience and 4% has
bad shopping experience.
Maximum numbers of people has a better experience of shopping in offer days .Some customer do not enter in store due to heavy rush.
0
5
10
15
20
25
30
35
40
outstanding Excellent Good Average Bad
3
29
39
25
4
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Q9. Product display and signage in the store is !
a) outstanding 8
b) Excellent 36
c) Good 40
d) Average 14
e) Bad 2
ANALYSIS & INTERPRETATION:
Product display and signage in the store is highly satisfactory according to 44% of therespondent, satisfactory according 40% of the respondent rest 16% are not satisfied with it.
Customers are satisfied with Product display and signage in the store.
0
5
10
15
20
25
30
35
40
outstanding Excellent Good Average Bad
8
36
40
14
2
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Q10. Would you like to make your purchase under unexpectedoffers?
a) Yes 94
b) No 6
ANALYSIS & INTERPRETATION:
Among 100 respondents 94 of them they are interested to buy products under unexpected offers
and only 6 of them told that they do not buy.
Most of the customer interested to buy under unexpected offers.
94%
6%
Yes No
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Q11. Will you advise anybody to visit Big bazaar in your futureshopping?
a) Yes 78
b) No 22
ANALYSIS & INTERPRETATION:
Among 100 respondents 78 of them told that they will advise others to visit to food bazaar of
big bazaar in future shopping and only 22 of them told that they do not advise.
Most of the respondent they would like to advise others in future shopping.
78%
22%
Yes No
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FINDINGS, RECOMMENDATIONS & LIMITATIONS OF THE SURVEY
FINDINGS
Store performing well in attracting the customers. Big bazaar provides better shopping experience. Discounts and offers doing well in the store. In offer days the store management is good. Product display and signage is good. Most of consumers are interested to buy products under unexpected offers Most of the customer believed that promotions is responsible for their purchase
decision
RECOMMENDATIONS
Proper signage should be there so that customer can locate the products easily Various schemes and offers can be provided to them and attract new customers
(Use pull strategy). To increase more footfalls more promotional activities must be carried out.
Increase in the number of footfalls will lead to increase in sales. There should be proper assortment of various product categories. Proper signage should be there so that customer can locate the products easily. Proper training should be provided to sales person so that they can deal with the
customer efficiently.
LIMITATIONS
Time limit is the major constraint. The result and analysis based on the customer survey method and small sample
size has taken only 100 Some respondents refuse to co-operate. Some respondents replied half heartedly. Some respondents gave incomplete information.
The survey was conducted in very general way as no other variable such as theireducation level, occupation and sex.
The figures have been taken as approximations. Findings are related to particular areas.
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BIBLIOGRAPHY
BOOK REFERRED:
Research methodology (C.R. Kothari)
Retailing Management (Levy & weitz)
Marketing Management (Philip Kotler)
WEB SITES: www.pantaloon.com
www.wikimedia.com
www.retailindia.com
www.google.co.in
http://www.pantaloon.com/http://www.pantaloon.com/http://www.wikimedia.com/http://www.wikimedia.com/http://www.retailindia.com/http://www.retailindia.com/http://www.google.co.in/http://www.google.co.in/http://www.google.co.in/http://www.retailindia.com/http://www.wikimedia.com/http://www.pantaloon.com/8/4/2019 A Project Report On1
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ANNEXTURE-1
PERSONAL INFORMATION
Dear sir/ Madam,I Prabudha Tripathi student of Institute Of Management Sciences,University Of Lucknow
conducting a survey on Pricing and Promotional Activities at Big BazaarThis survey is a part of my partial fulfillment of MBA (RM) course. Please provide
relevant information by filling this questionnaire to make my survey more comprehensive. All
details from your part will be kept confidential.
NAME: OCCUPATION:
AGE: Below 18 18-40 40-60 Above 60
GENDER: Male Female
QUESTIONNAIRE
Q1.How you came to know about Big Bazaar.
Electronic media
Word of mouth
Print media
Hoarding
Q2. In a month how many times you visit big bazaar?
OnceTwice
More than thrice
As per requirement
Q3. Your shopping experience in big bazaar is always!
Outstanding
Excellent
Good
AverageQ4. Which of the following factors influence in your purchase decision?
Offer
Service
Quality
Effective advertisement
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Q5. Discounts and offers served in big bazaar is !
Outstanding
Excellent
Good
AverageBad
Q6. Looking at the promotions of food bazaar does your purchase pattern
changes?
Yes
No
Q7. During which offer you shop most?
Wednesday Bazaar
Monthly Bachat BazaarWeekend Offers
Q8. In offer days the shopping experience in the store is!
Outstanding
Excellent
Good
Average
Bad
Q9. Product display and signage in the store is !Outstanding
Excellent
Good
Average
Bad
Q10. Would you like to make your purchase under unexpected offers?
Yes
No
Q11. Will you advise anybody to visit Big bazaar in your future shopping?
Yes
No
(Signature)
Thanking you for filling up this questionnaire
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ANNEXTURE-2 AWARDS AND RECOGNITION
Golden Spoon Awards 2011
- Most Admired Food & Grocery Retailer of the Year : Private Labels Food Bazaar
Coca-Cola Golden Spoon Awards 2010 Most Admired Food & Grocery Retailer of the Year : Large Formats Big Bazaar
CNBC Awaaz Consumer Awards 2009
Most Preferred Multi Product Chain - Big Bazaar
Most Preferred Multi Brand Food & Beverage Chain - Big Bazaar
Indian Retail Forum Awards 2008
Most Admired Retailer (Hypermarket) Big Bazaar
The INDIASTAR Award 2008
Food Bazaar: Best Packaging Innovation
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.
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.
Images Retail Awards
Most admired retailer of the year: Large format, multi product store: Big Bazaar
Most admired retailer of the year: Food and Grocery: Food Bazaar
Readers Digest Trusted Brands Platinum Awards Trusted Brands Platinum Award (Supermarket Category) Big Bazaar
CNBC Awaaz Consumer Awards
Most Preferred Large Food & Grocery Supermarket Big Bazaar
Images Retail Awards
Best Value Retail Store Big Bazaar
Best Retail Destination Big Bazaar
Best Food & Grocery Store Food Bazaar
Readers Digest Awards
Platinum Trusted Brand Award - Big Bazaar
Images Retail Awards 2004 Food Bazaar- Retailer of the Year(Food and Grocery)
Big Bazaar-Retailer of the Year(Value Retailing)
Images Retail Awards 2004
Food Bazaar- Retailer of the Year(Food and Grocery)
Big Bazaar Retailer of the Year(Value Retailing)