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A Research Report on
“A study of consumer Buying Behavior in retail sector Like BIG BAZAAR”
FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF
POST GRADUATE DIPLOMA IN MANAGEMENT
Uder the Guidance of : Under the Supervison of :Dr. Atul Kumar Mr. Abhijeet Sharma
Department Manager
Submitted ByDevesh Kumar12 PGDM 108
Galgotias Business School APPROVED BY AICTE, MİNİSTRY OF HRD, GOVT. OF INDİA)
1, KNOWLEDGE PARK, PHASE II, GREATER NOİDA. (U.P.)
ACKNOWLEDGEMENT
With limitless humility, I would like to praise and thank “GOD”, the
Almighty, the merciful and compassionate creator of universe
whose blessing enabled me to go through this crucial endeavor.
I consider it great privilege to work under the guidance of
my mentor, Dr.Atul Kumar. It gives me extreme pleasure to owe
my profound sense of gratitude and indebtedness for her
sagacious and benevolent guidance, constant encouragement,
valuable suggestion, perceptive criticism, keen interest and
everlasting affection during the entire course of project.
Devesh Kumar
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DECLARATION
I Devesh Kumar Roll no.12pgdm108,student of PGDM of galgotias business school greater noida, hereby declare that declare that project report on “consumer behavior of retail sector(big bazaar, future group) of big bazaar is an authentic work done by me.I further declare that it has not been submitted else where by any other person in any of the institutes for the award of any degree or diploma.
Devesh Kumar
TABLE OF CONTENTS
Contents Pages
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1. Preface ……………………………………………..5
2. Acknowledgement ……………….…………….…6 3. Introduction ……………….…………………….…7-30
4. Coca Cola Strategy to Reach Increased Number of Customers………………………………………..……31-52
5. Coca Cola India- Our Vision Market Promotion Analysis ………………………… ………………………………53-58
6. Objectives of the Study …………………………..59
7. Research Methodology…………………………...60-66
8. Findings And Analysis ………………………......67-80
9. Explaination …………………………………….….81-83
10. Limitation ………………………………………….84
11. Conclusion ………………………………..………85-87
12. Bibliography……………………………………….88
13. Questionnarire………………………………...…..89-92
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6.2. Trend analysis…………………………..53-63 6.3. Conjoint analysis……………………….64
7. General survey and consumer behavior analysis for pack of two ……………………… 65-69
8. Conclusion ………………………………… 70-78
9. Bibliography ………………………………….79 10. Annexure ……………………………………. 80-81
1. INTRODUCTION.
RETAIL INDUSTRYIn the Indian retailing industry, food is the most dominating sector and is growing at a rate of 9% annually. India retail industry is progressing well and for this to continue retailers as well as the Indian government will have to make a combined effort. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food. Since at present 60% of the Indian grocery basket consists of non- branded items.India retail industry is expanding itself most aggressively; as a result a great demand for real estate is being created. Indian retailers preferred means of expansion is to expand to other regions and to increase the number of their outlets in a city.
The Indian retail market, which is the fifth largest retail destination globally, according to industry estimates is estimated to grow from the US$ 330 billion in 2007 to US$ 427 billion by 2010 and US$ 637 billion by 2015. Simultaneously, modern retail is likely to increase its share in the total retail market to 22 per cent by 2011.
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Continuing the robust growth of the organized retail in India, according to the Credit Rating and Information Services of India, the industry raked in US$ 25.44 billion turnover in 2007-08 as against US$ 16.99 billion in 2006-07, a whopping growth rate of 49.73 per cent.
India retail industry is the largest industry in India, with an employment of around 8% and contributing 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 favorable demographic patterns.
"The story is not about us, but this story is about the people who visit our stores. This is a proud moment for India."
One of the biggest retail here in India we know is Kishore Biyani’s big bazaar. The company ended 2007-08 with Rs5048crore in revenue. Biyani's and Big Bazaar's, march comes at a time when several new retailers are slowing expansion, reducing the number of outlets, effecting layoffs, even exiting the business.
By 2011, he claims, there will be 300 Big Bazaars, and Pantaloon Retail (India) Ltd, his flagship, will have revenue of Rs13000crore.
Thus here we will know about the company profile, operations and also about the consumer behavior towards the schemes, discount, etc which are offered by the store to facilitate customers.
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2. OBJECTIVE OF RESEARCH STUDY
2.1. MARKET ANALYSIS
The research objectives of this project are:-
a. Marketing activities and operational activities are always driven with an aim of getting sale increased with innovate ideas. Offers are designed in such a manner that customers are made to go and experience the shopping. Marketing also gives some offer to increase the bill size, taking in consideration the on going fashion in vogue.
b. Marketing Strategies targeting the customer:Advertising Strategy –Understanding the media consumption habits of the customer.
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3. RESEARCH METHODOLOGY
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3.1. SOURCE OF DATA
a. SURVEY METHOD
Data are usually collected through the use of questionnaires. The data is collected by mean of simple survey done in the retail store of the customers.
b. CROSS-SECTIONAL SURVEYS
Cross-sectional surveys are used to gather information on a population at a single point in time.
The customers were surveyed to find out their consumption behavior for the products in various schemes.
A different cross-sectional survey questionnaire might try to determine the relationship between two factors, like religiousness of parents and views on Internet filtering.
3.2. SAMPLE SIZE
A sample size of 90 was considered in this project. That is, a total number of respondents were 90 for survey.
3.3. TIME TAKEN
The time of research was 1 month and surveys of some people were done daily. The research was based on the change in consumption of customers for the products in scheme.
3.4. TOOLS AND TECHNIQUES OF ANALYSIS
a. PERSONAL INTERVIEW
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Personal interviews are highly susceptible to inadvertent “signaling” to the respondent. The cumulative effect of several facial expressions is likely to be felt. By the use of this method the facial expressions tell about how a customer feels about the product, and his knowledge about the product in the scheme.This will let us know following:-
1. The reason could be known that why a product is not liked and what are shortcomings in the product?2. The preference for the product of the customer?3. Who are the frequent customers?
b. PROJECTIVE TECHNIQUES Projective techniques are used when a consumer may feel embarrassed to admit to certain opinions, feelings, or preferences. It has been found that in such cases, people will tend to respond more openly about “someone else.”
c. OBSERVATION OF CONSUMER
Observation of customers is often a powerful tool. Looking at how consumers select products may yield insights into how they make decisions and what they look for. Observing consumers, tells about:-
1. What is he looking in the product?2. Is he brand loyal?3. Is he more or less price sensitive?4. Is he more interested in packaging, manufacturing, etc. 5. Whether his taste has shifted?
Observation may help us determine how much time consumers spend comparing prices, or whether nutritional labels are being consulted.
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d. SCANNER DATA
Many consumers are members of supermarket “clubs.” They are provided with customer card which they have to present this when they make purchases; consumers are often eligible for considerable discounts on selected products.
Nearly all retailers in the area usually cooperate. It is now possible to track what the consumer bought in all stores and to have a historical record.
The consumer’s shopping record is usually combined with:- 1. Demographic information (e.g., income, educational level of
adults in the household, occupations of adults, ages of children, and whether the family owns and rents).
2. The consumption quantity could be know about the product which is used in good quantity?
e. PHYSIOLOGICAL MEASURES
Physiological measures are occasionally used to examine consumer response. It helps to know:-
1. Advertisers may want to measure a consumer’s level of arousal during various parts of an advertisement?
2. In retail stores paging is done at a interval of time of schemes and discounts so that people are made aware and they can be provoked to buy.
4. LITERATURE STUDIES
4.1. COMPANY PROFILE
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the
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Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 10 million square feet of retail space, has over 1000 stores across 61 cities in India and employs over 30,000 people.
The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice
A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home solutions store, Collection i, selling home furniture products and E-Zone focused on 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 at the World Retail Congress held in Barcelona.
Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space. Future Group is one of the country’s leading business groups present in retail, asset management, consumer finance, insurance, retail media, retail spaces and logistics. The group’s flagship company, Pantaloon Retail (India) Limited operates over 10 million square feet of retail space, has over 1,000 stores and employs over 30,000 people.
Future Group companies includes, Future Capital Holdings, Future Generally India Indus League Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and Bowling Co. Future Capital Holdings, the group’s financial arm, focuses on asset management and consumer credit. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels.
4.2. PANTALOON RETAIL INDIA LTD.
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4.3. ABOUT US
CENTRAL
PANTALOO
NBIG BAZAAR
FOOD BAZAAR
FASHION STATION
E-ZONE
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4.3. a. GROUP VISION:
Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner.
4.3. b. 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 segments – for classes and for masses.
4.3. c. 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.
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4.4. INTRODUCTION TO BIG BAZAAR
a. It is a chain of shopping malls in India currently with 31 outlet owned by Kishore Biyani’s Pantaloon Group.
b. Big bazaar is not just another hypermarket, but also provides the best products at the best price.
c. It Reflect the look and feel of Indian bazaars at their modern outlets. All over India, Big Bazaar attracts a few thousand customers on any regular day.
d. Big Bazaar is a chain of department stores in India, currently with 92 stores. It is owned by the Pantaloon Retail India Ltd, Future Group. It has considerable success in many Indian cities and small towns.
e. A department store is a retail establishment which specializes in selling a wide range of products without a single predominant merchandise line. Department stores usually sells products including apparel, furniture, appliances, electronics, and additionally select other lines of products such as paint, hardware, toiletries, cosmetics, photographic equipment, jewelery, toys, and sporting goods.
The idea was pioneered by entrepreneur Kishore Biyani, the CEO of Future Group. Currently Big Bazaar stores are located only in India. It is the biggest and the fastest growing chain of department store and aims to have 150 outlets by June 2009 and 350 stores by the end of year 2010.
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4.5. The Big Bazaar promise
a. MANUFACTURER’S WARRANTIES ON ALL PRODUCTS:
Big Bazaar promises to sell only the original products from the authorized dealers; so that all applicable products carry the original manufacturer’s warranty. To service any product purchased at Big Bazaar, customer can visit the authorized service centre of the manufacturer. The invoice accompanying the product is the warranty document.
b. GUARANTEED DELIVERY:
Big Bazaar guarantees to deliver the exact product that has selected, without defects. In case of receiving a different product, or if the product is damaged in transit, the customer should contact it within the stipulated time period and Big Bazaar will ensure that it is replaced or refunded.
c. SECURE PAYMENT:
It commits to ensure that no payment misuse happens, so we work with banks and payment gateways to ensure that your information is protected. Payments are protected both by it and by the policies of customer’s bank, and the chances of fraud in these channels are actually very low
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d. OUR SIMPLE 15-DAY RETURN POLICY:
If customer has purchased something at Future Bazaar and the product did not meet its expectations or does not fit to his needs, then it can return the product to us; no questions asked, as long as it is in its original packaging and accompanied by its invoice.
e. PROMPT CUSTOMER SUPPORT:
Our customer support is manned by dedicated call centre personnel, who can take decisions and resolve your problems. They are eager to solve your problems and are aware of the processes and means to handle them. In case they cannot solve the problem at their end.
4.6. PORTFOLIO MANAGEMENT
The Future Group 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 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, Buffalo and RIG in the fashion and apparel space. Dream line, present in the home segment, offers a wide range of products in kitchenware, bed & bath linen, and Home Décor 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 group’s brands include Koryo and Sensui.
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4.7. PRODUCT LINE
Here, one finds over 170,000 products under one roof that cater to every need of a family, making Big Bazaar India’s favorite shopping destination. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. Big Bazaar, one finds a huge variety of products to select from with a good price and quality. In recent years, Big Bazaar has adopted value pricing in which they win loyal customers by charging a fairly low price for a high – quality offering. However, consistent low price for the products is not only the universally desired characteristic.
S.M
ADDITIONAL STORE MANAG
ERDEPARTMENT
MANAGER
SUB- DEPARTMENT MANAGER
TEAM LEADER
TEAM MEMBER
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4.8. MARKETING STRATEGY
PROCESS FOLLOWED
Segmentation, targeting, and positioning together comprise a three stage process. We
a. Determine which kinds of customers exist,
b. Select which ones we are best off trying to serve,
c. Implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.
4.8. a. SEGMENTATION:
Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety.
Several different kinds of variables can be used for segmentation:- 1. Demographic variables essentially refer to personal statistics such as income, gender, education, location (rural vs. urban, East vs. West), ethnicity, and family size. Campbell’s soup, for instance, has found that Western U.S. consumers on the average prefer spicier soups—thus, you get a different product in the same cans at the East and West coasts. Facing flat sales of guns in the traditional male dominated market, a manufacturer came out with the Lady Remmington, a more compact, handier gun more attractive to women. Taking this a step farther, it is also possible to segment on lifestyle and values.” 2. Some consumers want to be seen as similar to others, while a different segment wants to stand apart from the crowd. 3. One can also segment on benefits sought, essentially bypassing demographic explanatory variables. Some consumers, for example, like scented soap (a segment likely to be attracted to brands such as Irish Spring), while others prefer the “clean” feeling of unscented soap (the “Ivory” segment). Some consumers use toothpaste primarily to promote oral health, while another segment is more interested in breathe freshening.
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4.8. b. TARGETING:
1. In the next step, we decide to target one or more segments. Our choice should generally depend on several factors:-
First
How well are existing segments served by other manufacturers? It will be more difficult to appeal to a segment that is already well served than to one whose needs are not currently being served well.
Secondly
How large is the segment, and how can we expect it to grow?
Thirdly
Do we have strengths as a company that will help us appeal particularly to one group of consumers?
2. Big Bazaar targets higher and upper middle class customers.
3. The large and growing young working population is a preferred customer segment.
4. Big Bazaar specifically targets working women and home makers who are the primary decision makers.It is part of Big Bazaar’s new Guerrilla Marketing Strategy.
4.8.c. POSITIONING:
Positioning involves implementing our targeting. For example, Apple Computer has chosen to position itself as a maker of user-friendly computers.
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4.8. d. MARKETING MIX
Main Aspects of Marketing MiX
The easiest way to understand the main aspects of marketing is through its more famous synonym of "4Ps of Marketing". The classification of four Ps of marketing includes marketing strategies of product, price, placement and promotion. The following diagram is helpful in determining the main ingredients of the four Ps in a marketing mix.
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PRODUCT:
In simpler terms, product includes all features and combination of goods and related services that a company offers to its customers.
Product is the most important aspect of marketing mix for two main reasons. First, for manufacturers, products are the market expression of the company's productive capabilities and determine its ability to link with consumers. So product policy and strategy are of prime importance to an enterprise, and product decisions dictate the scope and direction of company activity. Moreover, the market indicators such as profits, sales, image, market share, reputation and stature are also dependent on them. Secondly, it is imperative to realize that the product of any organization is both a component and a determinant of the marketing mix as it has a great influence on the other elements of the mix: advertising, personal selling, channels of distribution, physical distribution and pricing. So without proper product policy, a company can not pursue for further elements of marketing mix.
PRICING:
Pricing is basically setting a specific price for a product or service offered. In a simplistic to the concept of price as the amount of money that customers have to pay to obtain the product. Setting a
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price is not something simple. Normally it has been taken as a general law that a low price will attract more customers.
PLACEMENT:
Placement under marketing mix involves all company activities that make the product available to the targeted customer while planning placement strategy under marketing mix analysis, companies consider six different channel decisions including choosing between direct access to customers or involving
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middlemen, choosing single or multiple channels of distributions, the length of the distribution channel, the types of intermediaries, the numbers of distributors, and which intermediary to use based on the quality and reputation .
PROMOTION:
Promotional strategies include all means through which a company communicates the benefits and values of its products and persuades targeted customers to buy them . The best way to understand promotion is through the concept of the marketing communication process.
Limitation of Marketing Mix Analysis (4Ps of Marketing)
Despite the fact that marketing mix analysis is used as a synonym for the 4Ps of Marketing, it is criticised on the point that it caters seller's view of market analysis not customers view. To tackle this criticism, attempted to match 4 Ps of marketing with 4 Cs of marketing to address consumer views:
Product – Customer Solution Price – Customer CostPlacement – ConveniencePromotion – Communication
4.8. e. RETAIL MIX:
1. Merchandise assortment
The company was looking for a solution that would bring all of its businesses and processes together. After a comprehensive evaluation of different options and software companies, the management at Pantaloon decided to go in for SAP.
Some of the qualities of SAP retail solutions are that it supports product development, which includes ideation, trend analysis, and
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collaboration with partners in the supply chain; sourcing and procurement, which involves working with manufacturers to fulfil orders according to strategic.
2. Place
In the channels of distribution, the physical facilities point of location.
3. Price
4. Visual merchandising
Visual merchandising supports:-
a. sales
b. retail strategies
c. communicates with customers
d. communicates image
e. supports retailing trends.
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Visual merchandising includes:-
1. Interior merchandising
Sufficient visual merchandizing within the store that included danglers, signage, standees, distribution of pamphlets, which gave details of the offer.
Display, point of purchase, fixture, equipment and furnishings store layout.
Product packaging and labels.
2. Exterior merchandising
TVC on popular entertainment channels like Star Plus, Sony, Set Max, and 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.
Store atmosphere.
4.8. f. RETAIL PROMOTION MIX
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1. ADVERTISING:
Advertising is recognized as an indispensable tool of promotion. It has acquired a lot of significance in the national and international markets. With the advent of globalization and liberalization its imperativeness in the Indian retail sector has increased as a result of competitions, latest technologies, and the rapidly changing consumer lifestyles.
a. Objectives of Advertising: The fundamental objective of advertising is to sell something –a product, service, or an idea.
The Major Objectives of advertising are:1. To promote a new product.2. To warn the public against imitation of the retailer’s product.3. To manage competitionin the market.
b. Benefits of Advertisements:
1. Advertisement helps in creating awareness among the customer about the existence, price, and availability of product.2. Increases the utility of existing products.3. It educates customer about new product and their diverse uses.
c. Types of advertising:
1. Informative Advertising:
Purchases of durable products are generally erratic and often too expensive to buy, so the retailer spends a huge amount oninformative advertising.
2. Corporate Advertising:
Its main motive is to build a corporate image. Corporate Advertising builds up retailer image. It increases goodwill towardsthe retail organization.
3. Financial Advertising:
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It refers to advertisements by various financial institutions. Big Bazaar has also tied up with ICICI bank, which provide information about the investment opportunities and the risks and benefits.
4. Classified Advertising:
It refers to messages, which are placed under specific headings and columns in various magazines and newspapers.
2. PROMOTION:
Promotion can be loosely classified as "above the line" and "below the line" promotion. The promotional activities carried out through mass media like television, radio, newspaper etc. is above the line promotion. The terms 'below-the-line' promotion or communications refers to forms of non-media communication, even non-media advertising. Below-the-line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in fmcg products, but also for industrial goods.
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1. BELOW THE LINE SALES PROMOTION
Some of the examples of BTL (below the line) promotions are by exhibitions, sponsorship activities, public relations and sales promotions like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on product.
Methods of below the line sales promotion:-
a. Price promotions
Price promotions are also commonly known as" price discounting". These can be done in two ways:-
1. A discount to the normal selling price of a product, or moreofthe product at the normal price.
2. Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost(during the discounts).
b. CouponsCoupons are very versatile, way of offering a discount. Following are the examples of the use of coupons:--On a pack to encourage repeat purchase-In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer.-Acut-out coupon as part of an advert.-On the back of till. down.
c. Gift withpurchase
The "gift with purchase" is a very common promotional technique. In this the customer gets something extra along with the normal good purchased.
d. Competitions and prizes
This is an important tool to increase brand awareness amongst the target consumer. It can be used to boost up sales for temporary period and ensure usage amongst first time users.
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e. Money refunds
Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer. Customers often view these schemes with some suspicion – particularly if the method of obtaining a refund looks unusual or onerous.
f. Frequent user / loyalty incentives
Repeat purchases may be stimulated by frequent user incentives.
g. Point-of-saledisplaysA data collection system that electronically receives and stores bar code information derived from a sales transaction. This could the zip codes for library users, facilitating the library in determining geographic market are that users reside in.
• Low prices on Wednesday Low prices on Wednesday• Concept of Big Day Concept of Big Day• Promotional offers
1. School Jao Khushi Khushi 2. Khushi Ki Barsaat 3. Happy Father’s Day
E.g.BigBazaar's `junk' swap offerBig Bazaar is launching a promotional offer from Saturday, with the slogan, "Bring anything old and take something new".
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.
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3. PERSONAL SELLING:
Persuasive communication between a representative of the company and one or more prospective customers, designed to influence the person's or group's purchase decision.
4. PUBLICITY OF PRODUCT:
Publicity non-personal communication in news story form about an organization, its products or both, that is transmitted through a mass medium at no charge.
5. PUBLIC RELATION:
Public relations the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its target publics.
6. INTERNAL ATTRIBUTES:
a. Envelope
Something that envelops; a wrapping. A products wrapping affects a lot on its sale. More customers are attracted if envelope is very attractive.
b. Internal layout Methodsofdisplay •Visual merchandising
7. LOGISTICS:
Logistics is the art and science of managing and controlling the flow of goods , energy, information and other resources like products.
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8. SUPPLY CHAIN: Supply chain, is a coordinated system of organizations, people, activities, information and resources involved in moving a product or service in physical or virtual manner from supplier to customer. Supply chain activities transform raw materials and components into a finished product that is delivered to the end customer.
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4.9. DISTRIBUTION OF REVENUE EARNER
a. Big Bazaar is working to make fashion its largest revenue earner.
b. Big Bazaar, the value retailing chain of the Rs 4,500crore Pantaloon Retail, is strategieng to focus specially on ‘fashion retailing’ or its apparel business to boost overall revenues.
c. It has created ‘Fashion @ Big Bazaar’, a sub-brand, to position the format as much more than food or general merchandise.
d. Big Bazaar is looking at making apparel business its largest revenue generator, as much as 40 per cent in two years and 50 per cent of its overall business, in five years.
e. Currently sales of apparel make up almost 30 per cent of Big Bazaar’s revenues, which is next only to its food retailing business that makes up almost 40 per .
f. Future Group recently clocked over Rs 350crore of sales in five ‘Mahabachat’ days, with sales exceeding Rs 105crore on the last day.
g. During this time, the largest selling category was apparel. As many as 1lakh jeans were sold and onelakh sarees as well as some 2 lakh t-shirts.
h. Some of Big Bazaar’s private labels, like DJ&C and Knighthood, are already big revenue generators, with DJ&C projecting Rs 1,000crore in the next three years, from 600crore right now.
4.10. COMPETITORS
Big bazaar operates in a competitive environment. For each line of business, they face competition from established national and regional companies. In the fashion segment, they probably face competition from Shoppers Stop, Trent and Lifestyle. The hypermarket business is relatively new, being just about three to four years old in the country. Big bazaar faces competition from the likes of RPG (Spencer’s), Trent (Star India Bazaar) and with Shoppers Stop too indicating their entry into the hypermarket segment. In the Food business, Big Bazaar faces competition from Subhiksha, Food World to name a few.
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a. RPG GROUP: Spencer & CompanyLimited is another large retail group in the country withsupermarkets,music stores, and the beauty and health chain—Health & Glow.
Food world, operated by Food World Supermarkets Limited, while Health &Glow by the RPG Group. It is also Planning IPO, will have 450-plus Music World, 50-plus Spencer's Hyper covering 4 mn sq.ft by 2010.
b.KRAHEJA’S DEPARTMENTSTORE CHAIN:
K Raheja’s Shoppers Stop, is the second largest retailer in the country and became in retailing operation an Indian success story. It also acquired the Crossword chain of bookstores.
It Operates Shoppers Stop, Crossword, In orbit Mall, and 'Home Stop' formats. Will operate 55 hyper city hypermarkets with US$100 million sales across India by 2015.
c.SUBHIKSHA SUPERMARKET:
Subhiksha was immensely popular in the South, particularly in Chennai, where it sold groceries and pharmaceutical products below the MRP. It expected to earn a total turnover of Rs 1,200 crore in 2008-09 as it planned to expand outside Tamil Nadu and Pondicherry. It planned for 550 stores in the next five years.
d. RELIANCE RETAIL: Investing Rs.30000 crore ($6.67 billion) in setting up multiple retail formats with expected sales of Rs.90,000 crore-plus ($20 billion) by 2009-10.
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e. LIFESTYLE: Investing Rs.400 crore-plus ($90 mn) in next five years on Max Hypermarkets & value retail stores, home and lifestyle centers.
f. PIRAMYD RETAIL: Aiming to occupy 1.75 million sq.ft retail space through 150 stores in next five years.
g. TATA GROUP:
Tata Group has two retailing companies; Trent Limited, headed by Noel Tata, which owns Westside, Star Bazaar and Landmark retail brands and Tata Infiniti, headed by Krishna Kumar, which owns Croma brand.
Trent Ltd, he retail arm of the Tata Group, has drawn up a Rs 2,000 crore investment plan for setting up 50 hypermarkets — Star Bazaar — over the next five years.
Tata Ceramics Limited, which manufactures a wide range of ceramic products like flatware ceramics (Dinner plate, Dessert plate, Saucer) and hollowware ceramics (Vegetable Dish, Oatmeal, Sugar Pot, Creamer, Coffee/Tea Cups and Pots, Salad Bowl etc.) in plain as well as fluted shapes, under the brand name of CERA, launched its first exclusive branded store in Pune . Tata Ceramics, which achieved sales of Rs 35crore last year, is looking at adding another Rs 12 crore from domestic sales in the next two years.
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4.11. MAJOR PROBLEMS
a. Retailing is in a rapid state of change due to speedy technological developments, changing competitive positions, varying consumer behaviors as well as their expectations and liberalized regulatory environment. In such a scenario, information is crucial to plan and control profitable retail businesses and it can be an important source of competitive advantage so long as it is affordable and readily available.
b. Most retailers collect and have access to huge amount of data, collected from day to day operations e.g. customer loyalty data, retail store sales and merchandise data, demographic projection data etc. Currently retailers are data rich but information poor. There is a great potential to develop systems that enable analysts and decision makers to manage, explore, analyze, synthesize and present data in a meaningful manner for decisions.
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4.12. FUTURE PROSPECTS
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a. Big bazaars have two AMC’s. One that specializes in Property and the other is a ‘Consumer India Fund’. The property fund aims at sourcing high quality property at the lowest possible rates, while the consumer fund will look at providing our retail pipeline and expertise to national and regional brands, thereby enabling them with a wider coverage.
b. Though they have secured 30% of modern retail space coming up in the next three years, our endeavour is to keep evolving with the young Indian consumer. As regards mind share, we want all our store formats to capture the imagination of the target customer.
c. The future will also see the pantaloon of several new concepts targeted at the Indian consumer. Further, retail development will not just occur in Tier 1 cities, but will have far more significance in Tier 2 & 3 cities as well. The consumption drive would be fueled in smaller towns and cities.
d. There would be definite customer responsiveness towards Value Added products and services in the next few years. Since value retailing touches the mass of the population, and with organized retailing at about US $ 300 billion at present, value retailing has the scope to almost double.
e. Retail chain Big Bazaar (Mumbai) plans to open 15 more stores by November end, some of them in new markets, at an investment of Rs 1,500-1,600 crore.
f. Big Bazaar is targeting a network of 145 stores by June 2009.They have zeroed in on several new and existing markets for the 15 stores that they plan to open by end-November. The investment will be in the range of Rs 1,500-1,600 crore.
g. The stores would be set up in places such as Mysore, Pune, Cuttack, Kolkata, Chandigarh, Agra, Faridabad, Surat, Nashik, Mumbai, Delhi and Solapur, adding that in some locations two stores would be opened.
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h. The retail chain would be extending its footprint into new markets such as Mysore, Cuttack, Chandigarh, Faridabad and Solapur.
i. Big bazaar will focus on-
Shoppertainment: It will be a convergence of shopping, entertainment and eating. Shopping and entertainment together called Shoppertainment is targeted at the family. It’s more than just shopping.
• E-tailing: Is the selling of retail goods on the Internet. Short for “electronic retailing”. The term seems to be almost inevitable addition to e-mail, e-business, and e-commerce. It is synonymous with business-to-consumer (B2C) transaction.
j. News related big bazaar, which is expected to generate revenue of $1 billion in the fiscal 2007-08. Big Bazaar is a hypermarket format of the Pantaloon Retail (India) Ltd. The Group expects to increase its revenues to $7-8 billion by 2011, of which Big Bazaar is expected to contribute a large chunk of around $4 billion. It has emerged as the largest retail format of Future Group's retail division. “Currently they have more than 80 Big Bazaars and we are planning to scale it up to 160 by the year that the company was going to go very aggressive in rolling out the Big Bazaar formats, the total floor area by 2011 would scale up to 30 million square feet from the present figure of 10 million square feet.
k. “The consumer electronics segment is doing extremely well,” he said, elaborating that the group was expecting the segment to generate revenue of Rs 2,000 crore by next year.
l. Future Group plans to have 300 stores and has projected revenues of Rs 13,000 crore by 2011.m. Total income has increased to Rs 1,381.44 crore for the quarter ended June 2008 from Rs 1,037.42 crore for the quarter ended June 2007, posting a 33.16 jump.
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n. The company said in a statement that it has posted a net profit of Rs 125.97 crore for the year ended June 2008 against Rs 119.99 crore for the year ended June 2007.
o. Its total income has increased to Rs 5,052.67 crore for the year ended June 2008 from Rs 3,328.77 crore during the last fiscal. The Group posted a consolidated net profit of Rs 21.93 crore for the year ended June 2008 as compared to Rs 35.54 crore for the year ended June 2007.
p. However, its total income has increased from Rs 3,565.48 crore for the year ended June 2007 to Rs 5,866.50 crore for the year ended June 2008.
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5. WORK ASSIGNED BY THE COMPANY
5.1 BUSINESS OBJECTIVE:
To increase footfalls and enhance sales by:
a. Attracting customers by giving them various offers.b. Inculcating in their minds the value for money through these offers.c. Increasing the average consumption of existing customers.
5.2 OPERATING THE SCHEME:
a. All Category provided offers well in advance.b. I.T uploaded the offers one day in advance and recheckedthem.
c. V.M also did splendid job by putting the required offer signage’s and also decorated the store as per the SS3D theme.d. HR managed the shift time of employee; Snaks were arrangedfor the staff.
e. SM, ASM, DM, ADM-Planned and managed micro analysis of targets and staff was done by taking department wise meeting.
5.3 WORKING……..
5.3.1. TO KNOW CONSUMER BEHAVIOR TOWARDS SCHEME:
Ready to eat Housewives,families, individuals.
Chef zone Housewives, families
Chill station Housewives, individuals
Staples Families, housewives
Vegetables Families, housewives
Non food items Families, housewives
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On the basis of demographic factors
AGE INCOME PREFERENCES/HABBITS
Adolescent
(New age teens)
Do not earn Fond of spending on eating out, etc
Youth Mostly Brand conscious, product conscious.
Age (35-45) Good income rate
Good spenders, they like upgrading their households gadgets.
Age (45-60) People at the peek of their careers
Spend less
Above 60 Steady income Spend only on households.
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BUYING PROCESS
a. NEED RECOGNITION:
The customer first points out the things which he need. His good part of income is spend on things of his daily requirement.
b. INFORMATION SEARCH:
Before purchasing of a product, customer research internally and externally. Internally-retrieving information about similar purchase made earlier, decision about choice criteria, brand included, or advertisement related to the product. Externally- source such as family, friends, commercial sources, etc.
c. EVALUATION OF ALTERNATIVES:
Before, purchasing customer looks for the alternatives of that product. Customer goes for good quality in cheapest rate.
d. PURCHASES:
Purchaser many times faces cognitive dissonance which arises due to uncertainty of making right decision. This is because choice of one product often means rejection of attractive features of the alternatives.
e. AFTER PURCHASE EVALUATION:
Customer by using the product comes to know about the real value of product.
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CONCLUSION:
It should be considered that big bazaar targets every class. Thus we know that different people have different thinking style.
Most of their buying decisions or his behavior depends on his:-
a. PERCEPTION:
Perception is the process by which a customer makes sense of information that he receives. Therefore, it is to be tried that customer receives the right information about every product and about its scheme, because a single error in communication to customer can create confusion to him and he may not buy the product.
b. LEARNING:
It is the change in the content or organization of long time memory and is a result of information processing. Thus company should try to hit the customer’s memory. I.e. Company should have good impression on the memory of the customer. As this memory acts as a internal information source in the decision making process.
c. MOTIVATION:
Motivation helps a lot to maintain loyal customers. A customer is loyal only when he sees any extra benefits. Thus discounts, free gifts, free coupons, etc such schemes motivate them a lot. Many times, good quality of the product, reasonable prices, packaging, etc also works as motivational tool.
d. PERSONALITY:
Personality can be of many types as introvert-extrovert, sociable-loner, and competitive-cooperative. Brand personality is the characterization of brands as perceived by customers. Brand may be as ‘for young’ like branded jeans of Levi’s, Lee, Woodland, etc. Big bazaar also target same concept.
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e. CUSTOMER LOYALITY AND PROFITABILITY:
Relationship between loyalty and profitability should be decided on the basis of loyal customers that are really profitable for company.The loyal customers are believed to be cost less to serve, they are willing to pay more than other customers and act as a word- of- mouth promoters for the company. It is believed that one sure way to earn greater profits is to win loyalty of customers.
5.3.2. TO GET THE RIGHT POSITIONING DONE OF THE PRODUCT UNDER SCHEME:
It is the customer’s beliefs about the company’s product being of, say, high quality, or low price, or durable, etc. Thus it is very necessary that product should be according to the customers need. It should not be damaged, in store product should be given open facing. For pack of two the products were given alternate 4 facing. I.e., one row of single and other row of double.
5.3.3. TO MAINTAIN STOCK ON THE FLOOR:
In retail stores less stock is maintained. This stock on other hand is sufficient enough to fulfill the demand of that vary product in store.
To know the exact amount to be maintained on floor it is very necessary to know:-
a. Product facing
b. Capability to maintain stock in warehouse
c. Demand of the product.
d. Profit margin on the product.
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5.3.4. TO UPDATE THE PRICES:
Pack of two was the new scheme, so its prices to be get changed on rem for those products whose prices have changed by the producing company. The work was to report DM or team leader about the increase in prices and get it updated on rem so that discount could be given accordingly.
5.3.5. DISCOUNT CRITERION:
a. The discount was given on the scheme of pack of two.b. The discount was 1/4th on the profit of the retail company.c. I. e if the company is getting profit of rs10 on a product, whose mrp is 100.d. Then after discount it is sold at rs97.5 in the store.
5.3.6. INVENTORY CONTROL:
Since inventory represents cost, managers seek stock minimization. To always have in stock every conceivable item that a customer might order would normally be prohibitively expensive for companies marketing many items.
At the store (Lucknow) I saw this problem many times with many of the products. The stock order placed should be more in the starting of the month as at that time customer’s purchasing power is more. But I usually saw that order placed was somewhat same throughout the month due to which there was stock out in some of the items in food.
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HOW TO WORK ON BARCODE TENDER:
Barcodes are the labels which shows price of product after giving the discount on that product.
Bar tender is the software by which we use to take out the bar codes.
Process:-
a. To select items according to their EAN numbers Include for export exit enter.
b. No. of quantity done.
c. now go to next program of print select the items;
ok
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6. SURVEY
6.1 SURVEY ANALYSIS
1. Total people surveyed-90
2. Total people who responded well-72
a. Surveyed :-
1. Men: 22
2. Women: 30
3. Youngsters: 18
4. Children: 8
5. Old aged: 12
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b. Marital status:-
1. Married: 74 2. Unmarried: 16
c. Occupation:-
1. Student: 20
2. Business: 38
3. Service: 27
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d. Income group: -
1. 0-10000: 20
2. 10000-20000: 24
3. 20000-30000: 28
4. More than 30000: 18
e. Is your home: -
1. A single family house: 55
2. Two family house: 25
3. Single: 10
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f. Indicate activities/interests which you and/or household members enjoy on a regular basis:
1. Bicycling/running: 1
2. Dieting: 25
3. Crafts: 5
4. Foreign travel: 15
5. Gourmet/fine food: 45
6. Fashion clothing: 40
7. Bible/devotional reading: 12
8. Physical fitness/exercise: 69
9. Stereo/records and tapes: 14
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CONCLUSION FROM SURVEY ANALYSIS
a. Men and women both are responsive this shows that they have interest in the products either they buy or not. They have good knowledge about the product they buy.
b. Women are very careful about what they buy but sometimes men tend to ignore some of the features of product.
c. Women are more attracted and keen to know about the schemes, discounts, gifts, etc on product
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6.2 TREND ANALYSIS
a. how often you used this product before the scheme?
1. Everyday: 49
2. More than once a week: 21
3. Once a week: 20
b. How often do you use products from this [SERVICE CATEGORY]
1. Every day: 55
2. More than once a week: 29
3. Once a week: 6
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CONCLUSION FROM TREND ANALYSIS
Trend analysis shows that consumption rate of the products was good, as the products were mainly daily used products. Earlier the rate of using of product was less in comparision, after the scheme.
6.3 CONJOINT ANALYSIS
a. Stores are conveniently located:-
1. Very Strongly Agree: 20
2. Strongly Agree: 28
3. Agree: 27
4. Disagree: 15
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b. Store atmosphere and decor are appealing:-
1. Strongly Agree: 29
2. Agree: 40
3. Disagree: 21
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c. A good selection of products was present.
1. Strongly Agree: 24
2. Agree: 55
3. Disagree: 11
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d. (Store) has the lowest prices in the area:-
1. Strongly Agree: 30
2. Agree: 45
3. Disagree: 15
e. Merchandise sold is of the highest quality:-
1. Strongly Agree: 26
2. Agree: 52
3. Disagree: 12
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f. Merchandise displays are attractive:-
1. Strongly Agree: 9
2. Agree: 69
3. Disagree: 12
g. Advertised merchandise was in stock:-
1. Strongly Agree: 14
2. Agree: 67
3. Disagree: 9
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h. Overall, I am very satisfied with the store:-
1. Strongly Agree: 55
2. Agree: 30
3. Disagree: 5
i. I am very satisfied with the price I paid for what I bought:-
1. Strongly Agree: 34
2. Agree: 53
3. Disagree: 3
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j. I am very satisfied with the merchandise I bought:-
1. Strongly Agree: 12
2. Agree: 70
3. Disagree: 8
Select the rating that best describes how you feel about [PACK OF TWO SCHEMES].k. Quality:- 1. Strongly Agree: 30
2. Agree: 28
3. Disagree: 15
4. Disagree Strongly: 15
5. Very Strongly Disagree: 2
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l. Price and Discount:-
1. Strongly Agree: 18
2. Agree: 60
3. Disagree: 12
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m. How interested would you be in using the product in this scheme:-1. Not at all interested: 0
2. Not very interested: 3
3. Neutral: 2
4. Somewhat interested: 25
5. Extremely interested: 50
6. Not sure: 10
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n. Overall, how interested are you in buying this service:-
1. Not at all interested: 0
2. Not very interested: 5
3. Neither interested nor uninterested: 22
4. somewhat interested: 18
5. Extremely interested: 45
CONCLUSION FROM CONJOINT ANALYSIS
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People are satisfied with the store locations. There is good rating in favour of atmosphere, décor and quality of product offered to customer in exchange of the reasonable prices.
People have shown their keen interest towards the products in scheme. They say that for them any discount is good if the product is of their utility.
Customers are interested to buy the products again and again of the scheme.
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7. GENERAL SURVEY AND CONSUMER BEHAVIOR ANALYSIS FOR THE NEW SCHEME OF PACK OF TWO
a. Do you find the choices in biscuits according to your preference:-
1. Very Strongly Agree: 20
2. Strongly Agree: 32
3. Agree: 23
4. Disagree: 15
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b. Biscuits most preferred-
Britannia:-
1. Britannia gday butter: 32
2. Britannia gday pista: 16
3. Britannia gday cashew: 20
4. Britannia jim jam: 55
5.Britannia crm treat bourbon 32
c. Parle:-
1. Parle hide n seek choco chips (200g): 24
2. Parle hide n seek choco (100g): 61
3. Parle bourbon cream (200g): 45
4. Parle digestive (176g): 34
5. Parle krack-jack (240g): 21
6. Parle glucose (220g): 50
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d. Maggi preffered most:-
1. Maggi noodle masala (380g): 35
2. Maggi noodle masala (570gm): 30
3. Maggi noodle masala (760g): 32
4. Maggi noodle vegetable atta (360g): 24
5.Maggi noodle rice chilli chow (332g): 8
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e. Mtr products:-
1. MTR dessertmix badam drink (220g): 11
2. MTR dessertmix gulab jamun mix (200g):10
3. MTR payasam kheer (220g): 60
4. MTR readymeal suji upma: 16
5. MTR snackmix dosa mix (500g): 12
6. MTR snackmix rava dosa (500g): 19
7. MTR snackmix rava idli (500g): 6
8. MTR snackmix uttappam (500g): 15
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CONCLUSION
Maggi showed a good response day by day but those like Chili Chow, Lemon masala, Rice shahi pulao was not up to satisfactory demand.
Mtr Badam drink, Gulab jamun, Rava idli, Dosa mix were less in demand may be due to season.
Mtr Payasam kheer showed outstanding demand.
Parle hide n seek (100g), Digestive, Bourbon, krack jack were in good demand in families. These were like combination of chocolate, lite, salty biscuits.
Britannia Jim jam and Bourbon were preferred by children, and pista, butter; cashew also provided a great choice in ready to eat section.
Nestle chocolates Kit Kat of 34g, 99g were in good demand.
Red label tea nature care ct 2*250g, Tata tea gold and premium 2*500gm should continue because their demand was increasing slowly.
Bikano Alu Bhujia and Bikaneri bhujia should be continued as affordable prices for all customers. It is competing Haldiram and many local made, so it will take some time for it to raise a remarkable demand.
Some of the products which can be considered for sale set.
Britannia nutri digestive (small pack)-focuses all health conscious and old age which are in good percentage. So it can be considered or scheme.
Mohan’s corn flakes (liked by all class people and in budget).
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SUGGESTIONS
MARKETING OBJECTIVE
Target is placement of all merchandising units across the market in a months time
Create Identity in a Short Span
Offering a wide range
Reach every nook & corner
Distinct Approach ( Innovative & Differentiated products)
Constant connection through technology
High level of transparancy
Pricepressure from webshops
Changed orientation and purchase behaviour
Providing social tools and platforms around products and services to create better informed and better organised buying behaviour.Giving away designGiving away assortmentGive away marketingAugmented Reality
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ORGANIZED RETAILING
(i) promote quality employment; (ii) improve business process practices; (iii) spur investments in support
industries; and (iv) enable the modernization of the fragmented traditional retail industry.
Modern retail business focuses on maximizing customer footfalls and capturing rising volume and share of the customer wallet. While the competition strategy is largely price focused, the model works by:
(i) improving sourcing efficiencies; (ii) expanding product assortment;(iii) differentiating service; and(iv) enhancing the store ambience. Thus, there are four
drivers of modern retail’s “one-stop shopping model”:price, product, service, and ambience
The main objective of these studies is to understand how these firms are:
(i) penetrating markets;(ii) introducing formats and product categories;(iii) operating the end-to-end value chain; (iv) pricing
different products; and (v) capturing customer footfalls.
It helps to:
(i) attain critical mass; (ii) economies of scope in sourcing by accruing costs
across stores; and (iii) reach out to consumers in the local neighbourhood
locations
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BENEFITS OF ORGANIZED RETAILING
PRODUCT MARGIN
Modern retail penetration and consumer adoption in the apparel and clothing category is the highest.An organized retailer gets an average of 30 per cent gross margin or above on MRP across women’s wear, gents’ wear, and kids’ wear on branded labels. In the case of private labels of store brands, clothing margins are higher than 60 per cent typically.
In the food and grocery section across hypermarket, supermarket, and discount store formats, grocery covers around 45 per cent of store space in FMCG and staple food productsNevertheless, fruit and seasonal vegetables are higher profit-margin produce: fruit sell at 40 per cent margin on the cost price, and seasonal and exotic vegetables around 30 per cent above the cost price. Across the fruit and vegetable section, the net profit gain is between 8 per cent and 10 per cent on an average. As a result, organized retail firms are strategizing convenience format stores up to 2,000 sq. ft. area in order to penetrate the local neighborhood markets.
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MARKET PENETRATION STRATEGY:-
Large retailers are heading for a pyramidal approach by launching several small-sized neighborhood convenience stores in tandem with a few large hypermarket or department store formats. This strategy is beneficial to large retail firms because they can absorb supply-chain costs across formats. Further, bulk purchases enable them to squeeze profit margin from suppliers. However, the local traditional retailers in the nearby locations feel more intense competition. Another dominant format used by modern retailers includes the department and speciality stores focusing primarily in clothing, cosmetics, artificial jewelry and watches, and household durables. The discount and convenience formats largely concentrate on fruit and vegetables and grocery product
The direct procurement model benefits modern retailers for the following reasons: (i) maximizing its gains on large volume transactions; (ii) implementing store brand promotional schemes; and (iii) minimizing the operational cost.
In the case of FMCG and staple products, the firms procure primarily from large suppliers for branded products and small suppliers for store brand private labels. As regards apparel, a mix of large and small suppliers supply directly for private labels.
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EMPLOYMENT GENERATION:
Finally, but most importantly, the employment generated by
organized retail is building a quality labour class that is gaining
vocational training in skilled and unskilled jobs at the graduate and
tenth class level Foreseeing the demand for trained staff, leading
organized retailers are creating their captive human resources pool
through internal training and programmes and tie-ups with retail
management schools.
COMPETITORS STRATEGY:
Subhiksha Value
Low-price high-volume strategy: by keeping no fancy frills front-
end and by becoming an intermediary at the back end, Subhiksha
leverages on discounted prices on bulk purchases and cash
payments.
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Trent Limited Lifestyle &
Value
Single- brand strategy: leverages on high margins in private labels,
and targets consumers in socio-economic class B and C.
ITC Choupal Sagar & Choupal
Fresh Value
Backward integration through IT-based business model: leverages
by building direct relationship with the supply source, the farmers,
to sell as well as purchase products and services.
Spencer’s Retail Value
The “duck and the duckling” model: by having two- or three- value
segment stores, backed by a cluster of small-sized Fresh, Daily,
and
Express stores, to leverage on economies of scale at back-end
value chain.
NDDB: Mother
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Dairy Value
Operates on a co-operative model with the objective of increasing
farmers’ welfare. Has a strong presence in Delhi’s NCR region.
Strategically located in residential areas and follows a low-price
strategy for fruit and vegetables.
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8. CONCLUSION
If this project proves to be of any usefulness to the reader then I will be
very proud of it, that all the hard work done by my faculty and me has
been fruitfull.
Above all, I hope to have shown my reader that the answer of their
questions on the working of the company and its maketing
stategies which made it a retail giant and capture the big part of
the market. how ever it is difficult to know about a company but
training provided to me helped me a lot to know the retail store and
consumers behavior to a great extent. i came to know how a
consumer reacts to every action made by retail to pursue them
with their promotional and marketing strategies.
This project helped me to clear my else doubts and step over the
boundaries of confusion and querries with reference to retail store
and helped to be more focused and helped me a lot to understand
the concepts in my studies.
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9. B IBLOGRAPHY
BOOKS:
KOTLER PHILLIP,KELLER KELVIN
Marketing Management, Pataparganj, Delhi, Dorling
Kindersley(India)Pvt.Ltd , 2007,
“74 to 80”, “164 to 170”, 208”,”231 to 236”, .
KUMAR ARUN AND MEENAKSHI N
Marketing Management, Naraina, New Delhi, Excel Books Pvt.
Ltd.,2008, “11 to 14”,”29 to 31”, “70 to 75”, 233”.
INTERNET:
www.yorku.ca/rkenedy/critical_skills/student/
nick_ashby_ppt_prestns/h
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10. ANNEXTURE
Annexure
SURVEY QUESTIONNAIRES
1. Tick the option you fall in:-
a. womenb. childrenc. youngstersd. mene. old age
2. Does the big bazaar match consumer expectation or are they just making empty promises?
a. yesb. no
3. Marital status:-
a. marriedb. unmarried
4. Occupation:-
a. studentsb. businessc. service
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5 . You use the products in offer:-
a. every dayb. more than once in a week
b. agreec. disagree
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Thank you
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