Sandeep Singh SainiRoll No. 938

COMPETITIVE BENCHMARKIN

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INTRODUCTION OF THE TOPIC

INTRODUCTION OF THE TOPIC

Benchmarking is  the  process  of  comparing  one's business processes and performance metrics to industry bests and/or best practices from other industries. 

The  term benchmarking was  first  used  by cobblers to measure  people's  feet  for  shoes.  They  would  place someone's  foot  on  a  "bench"  and mark  it  out  to make the pattern for the shoes. 

INTRODUCTION OF THE COMPANY

FUTURE GROUP

Future Group,  led by  its  founder and Group CEO, 

Mr.  Kishore  Biyani,  is  one  of  India’s  leading 

business  houses  with  multiple  businesses 

spanning  across  the  consumption  space.  While 

retail  forms  the  core  business  activity  of  Future 

Group,  group  subsidiaries  are  present  in 

consumer  finance,  capital,  insurance,  leisure  and 

entertainment,  brand  development,  retail  real 

estate development, retail media and logistics.

Mr. Kishore Biyani Founder and Group CEO,

Future Group

Considered a pioneer of modern retail in India, Kishore’s leadership has led the group’s transformation into India’s leading player in the consumption sector.

Regularly ranked among India’s most admired CEOs, he is the author of the book ‘It Happened in India’.

He has won multiple awards from government bodies and the private sector in India and abroad and is on the board of a number of bodies, including the National Innovation Foundation in India and New York Fashion Board.

FUTURE BRANDS

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 Big Bazaar stores in 80 cities and towns across India.

Big Bazaar is designed as an agglomeration of bazaars or  Indian markets with  clusters offering  a wide  range of  merchandise  including  fashion  and  apparels,  food products,  general merchandise,  furniture,  electronics, books,  fast  food  and  leisure  and  entertainment sections.

FOOD BAZAAR

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

The  share  of  private  labels  as  a  percentage  of  total Food  Bazaar  revenues  has  increased  significantly  and comprise  nearly  50  merchandise  categories.  While Fresh  &  Pure  brand  entered  categories  like  cheese slices, frozen peas, honey, packaged drinking water and packaged  tea,  the  Tasty  Treat  brand  received  a  very favorable  response  in  new  categories  like  namkeens and  wafers.  In  the  home  care  category,  Caremate launched  aluminum  foil  and  baby  diapers  while Cleanmate launched detergent bars and scrubbers.

ORGANISATION STRUCTURE

IN A RETAIL STORE

Store Manager

Assistant Store Manager

Department Manager

Assistant Department Manager

Team Leader

Team Members

THE GROUP’S SPECIALTY RETAIL FORMATS INCLUDE:-

Supermarket chain - Food Bazaar

Sportswear retailer - Planet Sports 

Electronics retailer – eZone

Home improvement chain -Home Town 

Rural retail chain - Aadhaar 

Online shopping portal - www.futurebazaar.com.

FUTURE GROUP

COMPETITORS

OBJECTIVES OF THE STUDY

OBJECTIVES OF THE STUDY

Primary Objective

• Competitive benchmarking of Big Bazaar with More Store.

Secondary Objectives

• To understand the availability of products in the store.

• To identify the effectiveness of atmospherics in the store.

• To understand the quality of services maintained in the store.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research Design

Type of research - Descriptive

Type of data –

Primary data -  Structured Questionnaire

Secondary Data – Internet, Journals, Newspaper, etc.

Statistical tools to be used

Data analysis technique - Quantitative

Data analysis tool - Bar charts, Pie charts. 

RESEARCH METHODOLOGY

Sampling Framework

Sampling - Convenient sampling

Sample size - 100

Data Collection Methods

Data is collected through structured questionnaire.

ANALYSIS OF DATA

COMPETITIVE BENCHMARKING OF BIG BAZAAR WITH MORE STORE

94%

6%

Prices of products are cheaper in comparison to other stores?

Yes No

INTERPRETATION:Out of 100 respondents, 96% of them found the prices less in comparison to other stores whereas only 4% feel not.“isse sasta aur achha kahin nahin”The above statement is true spotted by the above data.

TO UNDERSTAND THE AVAILABILITY OF

PRODUCTS IN THE STORE.

96%

4%

Is it easy to reach or find every product?

Yes No

INTERPRETATION:Out of 100 respondents, 96% are satisfied with the product display and signage in the store whereas only 4% feel hard to find product.Customers are satisfied with Product display and signage in the store.

TO UNDERSTAND THE AVAILABILITY OF

PRODUCTS IN THE STORE.

73%

27%

Desired Brands are available in Big Bazaar -

Yes No

INTERPRETATION:Out of 100 respondents, 73% of them are satisfied with the brands available in Big Bazaar whereas 27% of them requires more brands.More brands are required in electronics and apparels.

TO IDENTIFY THE EFFECTIVENESS OF

ATMOSPHERICS IN THE STORE

Clean & Hygenic

Satisfactory Poor010203040506070

Environment in Big Bazaar

INTERPRETATION:According to maximum number of respondent i.e. 70% feels that cleanliness and hygiene maintained in the store is up to the mark rest 28% feel it satisfactory and 2% fell it is not up to the mark.Cleanliness and hygiene maintained in the store is up to the mark.

TO UNDERSTAND THE QUALITY OF SERVICES

MAINTAINED IN THE STORE

Excellent Good  Satisfactory Poor0102030405060708090

Behaviour of Sales persons/ promoters is -

INTERPRETATION:Out of 100 respondents, 82% rated good, 18% ared satisfactory but no one rated them excellent or poor.Sales persons/ promoters behave well with customers.

TO UNDERSTAND THE QUALITY OF SERVICES

MAINTAINED IN THE STORE

Excellent Good  Satisfactory Poor0102030405060708090

Functioning of Billing Counter

INTERPRETATION:Out of 100 respondents, 86% of people said that services are good, 13% said satisfactory, only 1% said it excellent and nobody has said ill about the services,Maximum number of people are highly satisfied with the billing counters of Big Bazaar.

FINDINGS OF THE STUDY

FINDINGS OF THE STUDY

• Store performing well in attracting the customers.• Big bazaar provides better shopping experience.• Sales persons/ promoters behave well with customers. • Brands availability in big bazaar is up to the mark. But more brands are desired in apparels and electronics. • Discounts and offers doing well in the store.• Product display and signage is good.• Location of big bazaar is outstanding. Parking facility in big bazaar is good.• Cleanliness and hygiene maintained in the store is up to the mark.

“isse sasta aur achha kahin nahin”“discovering more value”

The above statements are true spotted by the above data.

Price Comparison of products of Chill Section with More.

S.No. Product Offer Price

Big Bazaar More

1. Pepsi, Mirinda, Mountain Dew

(2 L)

Rs. 95 for 2 Rs. 94 for 2

2. Coca Cola, Fanta (2 L) Rs. 101 for 2 Rs. 49

3. Frooti (2 L) Rs. 140 for 2 Rs. 70

4. Onjus Juice (1 L) Buy 1,

Get 1 free

Buy 1,

Get 1 free

5. Real Mango Juice (1L) Rs. 65 Rs. 63

6. Maaza (1.2 L) Rs.95 for 2 Rs. 41

Price Comparison of products of Chill Section with More.

S.No. Product Offer Price

Big Bazaar More

8. Appy (Pack of 8) Rs. 60 Rs. 68.50

9. Frooti (Pack of 8) Rs. 60 Rs. 68.50

10. Dabur Sharbat – e-

Azam

Rs.90 Rs.102

11. Butter M.R.P. Re. 1 less than

M.R.P.

12. Cheese M.R.P. Re. 1 less than

M.R.P.INTERPRETATION:Big Bazaar has created an image of low prices in the market and the customers also admit. But by comparing prices of some products of Chill Section (i.e. Beverages, Juices, Dairy Products, etc) of Big Bazaar with More Store, it was found that more store is offering less prices than that of Big Bazaar.

CONCLUSIONS, IMPLICATIONS AND RECOMMENDATIONS

CONCLUSIONS, IMPLICATIONS AND RECOMMENDATIONS

• Create more awareness.• There should be proper assortment of various product categories.• Proper signage should be there so that customer can locate the products easily.• Cleanliness and hygiene should be maintained regularly.• Proper training should be provided to sales person so that they can deal with the

customer efficiently.• Various schemes and offers can be provided to them and attract new customers

(Use pull strategy).• Number of cash counter needs to be increased keeping in view customer traffic

intensity (especially on Wednesday, Weekends and Big Days).• Quality in products should be increased up to mark.• More brands should be made available in the store.• Chill section must be nearer to entry or exit gate.• More offers are required in the Chill section of Big Bazaar to compete with more

store.