Academic Year: PGP 2012- 2014

Project on: - Big Bazaar

Faculty :-

BY:

Apurva Singh PG 20121122

Shruti Bhatia PG 20121174

Shwet Jain PG 2012

Introduction To Big Bazaar

Pantaloon Retail (India) Limited, is India’s 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 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, 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 of Pantaloon Retail

(India) Limited. This entity has been created keeping in mind the growth and the current size

of the company’s value retail business, led by its format divisions, Big Bazaar and Food

Bazaar.

The company operates 120 Big Bazaar stores, 170 Food Bazaar stores, among other

formats, in over 70 cities across the country, covering an operational retail space of over 6

million square feet.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a

large-format home solutions store, Collection, 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.

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.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square

feet of retail space in 73 cities and towns and 65 rural locations across India.

Headquartered in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people and is

listed on the Indian stock exchanges.

The company follows a multi-format retail strategy that captures almost the entire

consumption basket of Indian customers. In the lifestyle segment, the group operates

Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value

segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look,

touch and feel of Indian bazaars with the choice and convenience of modern retail.

The group’s speciality retail formats include supermarket chain - Food Bazaar, sportswear

retailer - Planet Sports, electronics retailer - eZone, home improvement chain Home

Town and rural retail chain - Aadhaar, among others.

Future Group believes in developing strong insights on Indian consumers and building

businesses based on Indian ideas, as espoused in the group’s core value of ‘Indianness.’ The

group’s corporate credo is, ‘Rewrite rules, Retain values.’

Future Group shall deliver Everything, Everywhere, Everytime for Every Indian Consumer in

the most profitable manner.

VISION & MISSION OF BIG BAZAAR

VISION:

Future group shall deliver everything everywhere, every time for Indian Consumer in

the most profitable manner.

MISSION:

We shall infuse Indian Brands with confidence & 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.

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.

Organization Structure of Big Bazaar

PRESIDENT

VICE PRESIDENT

MARKETING MANAGER

MARKEING HEAD

HR

HR HEAD

CATERGORY MANAGER

CATEGORY HEAD

FINANCE MANAGER

FINANCE HEAD

OPERATIONS MANAGER

STORE MANAGER

Store structure

STORE MANAGER

DEPT MANAGER

ASS. DEPT MANAGER

TEAM LEADER

MARKETING MANAGER HR MANAGER ASS. STORE

MANAGER

CASHIER INFO

SECURITY

ADMINISTRATION

MAINTAINANCE

CSD VISUAL MERCHANDISING

ASST. D.M.

The location of the store

Products Assortment

The collection of goods or services that a business provides to consumers. The

main characteristics of a company's product assortment are:

(1) its length or number of products,

(2) its breadth or number of product lines,

(3) its depth or number of product varieties within a product line and

(4) its consistency or how products relate to each other in a retail environment.

Store layout and Store design

MERCHANDISING:

It is divided into two parts

1. General Merchandising Home Ware

Plastics – will contribute 35% to the GM home sale and utensils will contribute

around 45% and 20% crockery (1083 square feet for plastics )

Utensils – Gas stove, pressure cooker and non-stick ware contributes high revenue to

the utensils portion. In aluminum, pressure cooker will be classified as capacity wise,

it will start from 2 litres to 12 litres (870 square feet only for utensils).

Crockery – It is divides into Five classes

o Melamine ware – plate, bowls, trays, dinner sets

o Opal ware – Dinner sets, plates & Bowls

o Bone chinaware – Only dinner sets, coffee mug

o Glass – glass tumbler sets, glass desert sets, glass dinner sets

2. General Merchandising Fashion

Foot wear, luggage, toys & sports and new business development

Foot wear:

o Men’s – formals, casuals

o Ladies – sports

o Kids – shoes & sandals

Luggage:

o Trolleys

o School bags

o Laptop bags

o Ladies hand bag

o Wallets & pouchers

APPARELS: Apparels means clothing and fashion something that covers or adorns

especially outer garments or clothing. It is divided into 8 parts:

Mix And Match -- Relating to a variety of clothes and accessories in styles and

colors that permit different parts to be readily interchanged.

Salwar Kamish Duppatta – Shalwar kamees is the dress worn by women in northern

South Asia and Central Asia.

Food Bazaar:

It is divided into three types

1. FMCG Food – Eatable Items. It is categorized into twelve types

Ready to eat

Ready to cook

Ready to fry

Noodles

Jams

Pickles

Sauce

Tea

Coffee

Desert Mix

Detergent bar

Detergent powder

2. FMCG Non Food Items: It is divided into three parts

Spick and Spain - Detergent powder that clean all utensils products

Fabric Clean – detergent powder that clean all household products

Head to toe – all body wash products like shampoo, soap.

3. GROSSERY: It is split into seven types

Rice

Pulse

Sugar

Masala & Spices

Cooking Medium (oil, ghee)

Salt

Cereals

Flours

4. BEVERAGES:

Chilled station

Water

Soda

Concentrated powder

Concentrated drinks

Juices

Dairy products

Butter & curd

ELECTRONICS ITEMS: It is divided into three sections

1. Sight & Sound

Television

LCD

DVD player

Home theatre

Music system

2. Cool & Clean

Refrigerator

Washing Machine

AC & Fan

Air cooler

3. Cook & Serve

Mixture machine

Micro oven

Juicer machine

Grinder machine

Food processor

Stock in warding:

It means getting the stock from the warehouse; category will sent ware house stock list.

In that we sent our stock request, the category will approve & make a purchase order, after

Approving the purchase order the warehouse people will send the stock to the store.

Home delivery process:

After the Customer select the product the customer will get the product within one or two

days.

Customer Booking:

If the stock is not available in the warehouse, minimum one weak or fifteen days to book

the product. Once the booking are over, the customer booking list will sent to category and

the category will arrange the stock from the concerned brand.

After sales in the floor:

After selling the product to the customer if there is any customer complaints regarding

the products, the products is rectified within 24 hours.

FURNITURE:

It is divided into four types

1. Bed room concept

Cot & ward rope

Dressing table

Night stand

2. Dining

Dining table

3. Living room

Sofa set

Center table

Wall unit

A.V. trolley

4. Essential

Additional decoration in the room like book self, DVD rack, CD rack, hanger

rack

Level of assistance offered to the consumers

Personal selling is a more direct approach to marketing. Retailers that sell higher-end products or promote themselves as tops in service often employ more active sales personal. At Big Bazaar salespeople to help customers understand the benefits of paying more for better value. Salespeople can also make add-on or cross-sales for more revenue.

A 15 Tiles Assistance is the stragy which is taken up by Big Bazaar, Which means Whenver to go at Big Bazaar you will find Employees with Big Bazaar Cap, who work as a Assistance to help their customer in every aspect required by the customers.

Store design and consumer relationship marketing (CRM) directly affected the way customers purchase and retain goods. Things like the atmosphere, music, store layout, sales help, and post-purchase support can influence things like shopping time (the

longer they shop, the more likely they are to buy), and how gratified they feel with their purchase. The more content a buyer is with their shopping experience, the more likely they are to buy merchandise, and the less likely they are to return it.

Improved & Easy Navigation in the stores.

• There is a display board in the store where you’ll find different products in different places so that finding products is no more problem for you.

• Shopping accessories (trolley/baskets/bags) are always available in the store to make yourShopping so comfortable.

• There are first-aid desk in the store.

• Clean space for moving into the store.

• All sales persons are very helpful & ready to help you always.

• All cash counter (12-15) are always open. So you don’t have to wait in front of the cash counter for billing.

• Moderate Environment in the store, like Music/Aroma, so that you can enjoy your shopping.

• Wheel Chair available in the store for Handicapped & Pregnant women.

• Tight Security system in the store. Emergency exit available.

• Fire protected store (fire prevention equipments are implemented in the stores).

• Drinking Water/Wash Room available for the consumers.

• There are places where you can seat and enjoy food in the food court.

• Varieties of foods are available in the food court.

Pricing Strategy of Big Bazaar

Target Audience Of Big Bazaar

Big Bazaar targets middle and upper middle class customers.

The large and growing young working population is a preferred customer segment.

It specifically targets working women and home maker who are the primary decision

makers.

Offers At Big Bazaar

1. 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.

Under the exchange offer the customer were given exchange coupons and they were

valid up to a particular date.

2. SABSE SASTE TEEN DIN (BIG DAYS)

26th jan republic day a national holiday big bazaar marketing department started a new

shopping festival i.e. sabse saste teen din.

Eg JVC video camera was available at RS (&)) whose MRP was RS16990.

3. WEDNESDAY BAZAAR – HAFTE KA SABSE SASTA DIN

In jan 2007, big bazaar introduced a Wednesday bazaar concept called “hafte ja sabse

sasta din ” with the aim to homemaker the power to save the most on this day of the

week.

4.

1. Psychological Pricing

Psychological pricing is a business concept supported by the idea that customers

respond better to certain types of prices and will more likely to buy items with these

prices. Most often, such prices have end digits of nine, 99 or 95, which it is believed

make people more assured they are getting a savings on what they buy.

2. Value Pricing

It sets selling price on the perceived value to the customer rather than on the actual

cost of the product, market price, competitors price or the historic price.

3. Time Pricing

Time based pricing is a special case of price discrimination in which producers charge

different rates for a given good or service depending on the time, day, month, and so

on.

4. Bundling

It is a technique of offering two or more complementary goods or services together as

a package deal. Bundled items are sold at a price attractively lower than the total of

their individual selling prices.

Stores use promotions to prompt impulse buying behavior. A shopper may not intend to buy aproduct, but if there is a promotion, there is an incentive for immediate action. For example, a shopper may not need another dress shirt, but might still buy one if it is on sale. Additionally, promotions can prompt consumers to recall a product and thus instigate a purchase. Retailers also use promotional periods-- corresponding with national holidays or well-know sales times--to sell off the previous season’s merchandise. Promotional periods spike sales, and are a way retailers can reduce the loss of unsold inventory.

Visual Merchandising

Visual merchandising is an art and science of displaying merchandise within the store. It is

about implementing effective design, ideas to educate customer, create desire and finally

increase store traffic and sales volume.

At Big Bazaar visual merchandising is done using:

Table Display- Table display means where you keep all the dress materials in the

tables.

Bin – Bin is kept near the cash counters for impulse purchase, very low price point

products are kept.

Alligator – Alligator is the big iron rack where you put stock of socks.

Tower Display – It is a big ware you display a maniquene with new fashion.

Step Table - Step Table means the more number of rack where you keep all the dress

materials for both man and women.

Gondolla - Gondolla means a very big rack where you keep all the dress materials in

the store.

Retail Communication

Buyer’s experience

Conclusions

To increase the footfall of the store during the weekday.

Customers are more attracted towards Discount Schemes & Sales.

Various Product lines also attract customers to choose their retails stores.

Entertainment units & Kids zone should be provided in Retail stores in order to cater more customers.

The after sales service of retail stores should be helpful & effective. This after sales service creates loyal customers.

Major steps should be taken to stop shoplifting in retail stores, as it is one of the problematic characters for leading & large size retails stores.

The retail stores should provide various kinds of loyalty rights in order to provide more customers.