Internship Training Report (1)

INTERNSHIP TRAINING REPORT ON 

Is se sasta aur accha kahin nahi ! PROMOTIONAL ACTIVITIES & ITS EFFECT ON CUSTOMER PURCHASE

Submitted in Partial Fulfillment of the Requirements of 

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES For

Master

the Award

of 

Degree in Business Administration Submitted By:BINOD KUMAR BHARTI

Reg No: 821240130  EXTERNAL GUIDE:

INTERNAL GUIDE:

Mr.Sujanya.R-Area Manager(HR) Mr.Vasanth

Prof . Narayana Prasad

Kumar Gowda-Sr.Executive(HR)

Prof .N.S.R. .N.S.R.Murthy

Mr.Manjunatn(DM)

INTERNATIO NTERNATIONAL NAL INSTI NSTITUTE OF BUSI USINESS STUDI STUDIES

Opp. K.H.B Main Road, R.T. Nagar Post, Bangalore Bangalore -560032. -560032. 2008-2010

ACKNOWLEDGEMENT I express my profound gratitude to the almighty my Parents & br other for providing me support, inspirati on and encouragement thr oughout this study. I

express my heart- f elt elt gratitude t o Mr.Vasant Kumar(HR) Mr. Manjunath(DM) for the ample supp ort, valuable guidance and encouragement that has enable me t o accomplish the Pr o ject.

I whole heartedly express my gratitude t o N.S.R.Murthy, f aculty aculty

of 

IIBS

for

Mr.

Narayana Narayana Prasad ,

providing me an opportunity to, IIBS

who has guided me thorough this pro  ject work and helping me t o accomplish the report success f ully. ully. I am indeed thank f  ul to Nanjundi (Team Leader), Suresh, Rani, Gayathri, f ul Shanth Kr. (Fashi on Dep.) & take this opportunity t o express my gratitude for the sustained support I have received f ro m them. I also owe my sincere thanks t o all Departmental Heads and Empl oyees of  the division who supported me by pr oviding information and guidance without which the pr o ject would have not been c ompleted success f ully. ully.

Binod Kumar Bharti

INTERNATIONAL INSTITUTE INSTITUTE OF BUSINESS STUDIES

ACKNOWLEDGEMENT I express my profound gratitude to the almighty my Parents & br other for providing me support, inspirati on and encouragement thr oughout this study. I

express my heart- f elt elt gratitude t o Mr.Vasant Kumar(HR) Mr. Manjunath(DM) for the ample supp ort, valuable guidance and encouragement that has enable me t o accomplish the Pr o ject.

I whole heartedly express my gratitude t o N.S.R.Murthy, f aculty aculty

of 

IIBS

for

Mr.

Narayana Narayana Prasad ,

providing me an opportunity to, IIBS

who has guided me thorough this pro  ject work and helping me t o accomplish the report success f ully. ully. I am indeed thank f  ul to Nanjundi (Team Leader), Suresh, Rani, Gayathri, f ul Shanth Kr. (Fashi on Dep.) & take this opportunity t o express my gratitude for the sustained support I have received f ro m them. I also owe my sincere thanks t o all Departmental Heads and Empl oyees of  the division who supported me by pr oviding information and guidance without which the pr o ject would have not been c ompleted success f ully. ully.

Binod Kumar Bharti

INTERNATIONAL INSTITUTE INSTITUTE OF BUSINESS STUDIES

DECLARATION I hereby declare the internship training report entitled ´PROMOTIONAL

ACTIVITIES & ITS EFFECT ON CUSTOMER PURCHASEµ Was

carried out by

Binod Kumar Bharti th

th

During for a period of 4 Jan 2010 to Feb 28 2010. under the guidance of  Mr.Vasanth

Kr. (HR). and Prof. Narayana Prasad Prof. N.S.R.Murthy

I assure that this report has not formed a basis for the award of any other Degree/Diploma by Punjab Technical University or any other university. BANGALORE: DATE:

BINOD KUMAR BHARTI

INTERNATIONAL INSTITUTE INSTITUTE OF BUSINESS STUDIES

CONTENTS

INDUSTRY PROFILE: Indian Retail Industry is standing at its p oint of  inf lexion, waiting for the boom to take place. The incepti on of  the retail industry dates back t o times where retail stores were found in the village f airs, Melas or in the weekly markets. These st ores were highly unorganized. The maturity of  the retail sector took place with establishment of  the retail stores in the l ocality for convenience. With the government interventi on the retail industry in India t ook a new shape. Outlets for Public Distribution System, C o operation stores and Khadi st ores were set up. These retail st ores demanded l ow investments for its establishment. India has bec ome synonymous with retail boom. Af ter seeing the monopoly of  Indian retailers, the market is all set t o welcome retailers f rom Gulf  countries who are making their way to invest in the c ountry.

RETAIL SPACE: Retailers in India are the most aggressive in Asia in expanding their businesses, thus creating a huge demand for real estate. Their pre f erred means of  expansi on is t o increase the number of  outlets in a city, and als o expand to other regions, revealed the Jones Lang LaSalle third annual Retailer Sentiment Survey-Asia. Driven by changing li f estyles, strong income growth and f avorable demographic patterns, Indian retail is expanding at a rapid pace. The c ountry may have 410 new shopping centers by 2012. Mall space, f rom a meager one million square f eet in 2002, is expected to touch million square f eet by end of  40 square f eet by end of  2007 and an estimated 60 million square f eet by end of  2008.

FOOD RETAIL: Food

dominates the shopping basket in India. The US $6.1 billi on Indian foods industry, which forms 44 percent of  the entire FMCG sales, is growing at 9 percent and has set the growth agenda for modern trade formats. The pr ospect for growth of  the branded segment is huge, as nearly 60 percent of  average Indian gr ocery basket still comprises non-branded items. O f  the 12 million retail outlets (which is the largest in the w orld), over a 5 milli on sell food related pr oducts. S ome of  large players in this market are Kishore Biyani¶s Food Bazaar, Mukesh Ambani¶s Reliance Fresh, Godrej Agrovet, Aditya Birla Group¶s More and the TATA Gr oup (which acquired 70 percent stake in Innovative foods f rom the Amalgam Group) among others.

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The Mobile Revolution: The retail market for mobile phones-handset, access ories and airtime- is already an over US $17.33 billi on market gr owing at the year ended(and 600 milli on by 2011), Many players have been chalking out aggressive plans:

y

y

y

Spice Group plans t o invest US $123.8 milli on in the next 2 years in its telec o m retail venture. HotSpot Retail Essar Gr oup plans t o invest US $278.56-334.24 milli on over the next three years in its telec om retail venture. Hypermarket Chains like Subhiksha have started exclusive st ores for mobile retail- Subhiksha Mobile and Big Bazaar with Mobile Bazaar.

KIDS RETAIL: it comes to Indian children, retailers are busy b onding- and branding. Monalisa, the Versace of  kids, is c oming to Indian. Global lif estyle brand Nautia is bringing Nautica Kids. International brand Zapp tied up with Raym ond to foray into kids¶ appearel. Disney launched exclusive chains which st ock character-based stati onery. Pantal oon¶s j oint venture with Gini & Jony will set-up a retail chain t o market kids¶ appearel. Swiss kidswear brand Milou is collaborating with Tirupur-based Sreeja Hosieries. Turner Internati onal India Pvt Ltd, with Launch Cart oon Network Townsville and Planet. POGO- two theme parks designed ar ound its channels- In the Nati onal Capital Region. y

When

y y y y y

y

y

COMPANY PROFILE: Pantal oon Retail (India) Limited, is India¶s leading retailer that operates multiple retail formats in both the value and li f estyle segment of  the Indian c onsumer market. Headquartered in Mumbai (B ombay), the c ompany operates over 12 million square f eet of  retail space, has over 1000 stores across 71 cities in India and empl oys over 35,000 pe ople. The company¶s leading

formats

include Pantaloons, a chain

of  f ashion outlets,

Big

Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the l ook, touch and f eel of  Indian bazaars with aspects of  modern retail like choice, convenience and quality and Central, a chain of  seamless destinati on malls. INTERNATIONAL INSTITUTE OF BUSINESS STUDIES

Some of  its other formats include Brand Factory, Blue Sky, all, Top 10 and Star and

Sitara. The company als o operates an online portal, f uturebazaar.com. Future Value Retail Limited is a wholly

owned

subsidiary

of  Pantaloon

Retail (India) Limited. This entity has been created keeping in mind the gr owth and the current size of  the company¶s value retail business, led by its format divisi ons, Big Bazaar and Food Bazaar.

The company

operates 121

Big Bazaar stores,

170

Food Bazaar stores,

among other formats, in over 71 cities across the country, covering an operational retail space of  over 6 million square feet. As a focussed entity driving the gr owth 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 c ountry and shape the gr owth of  modern retail in India.

A subsidiary c ompany, Home Solutions Retail (India) Limited, operates Home T own, a large-format ho me solutions store, Collection i, selling home f urniture products and eZone focussed on catering to the consumer electronics segment.

Future Group Future

Group, led by its founder and Gr oup CEO, Mr. Kishore Biyani, is one of  India¶s leading business houses with multiple businesses spanning acr oss the consumpti on space. While retail forms the c ore business activity of  Future Group, group subsidiaries are present in consumer f inance, capital, insurance, leisure and entertainment, brand development, retail real estate devel opment, retail media and l ogistics. Led by its f lagship enterprise, Pantal oon Retail, the group operates over 12 million square f eet of  retail space in 71 cities and t owns and 65 rural l ocations across India. Headquartered in Mumbai (B ombay), Pantal oon Retail employs around 30,000 pe ople and is listed on the Indian st ock exchanges. The company follows a multi- format retail strategy that captures almost the entire consumpti on basket of  Indian cust omers. In the li f estyle segment, the gr oup operates Pantal oons, a f ashion retail chain and Central, a chain of  seamless malls. In the value segment, its marquee brand, Big Bazaar is a hypermarket format that c ombines the look, touch and f eel of  Indian bazaars with the ch oice and convenience

of  modern

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retail.

In 2008, Big Bazaar opened its 100 th store, marking the f astest ever organic expansion of  a hypermarket. The f irst set of  Big Bazaar st ores opened in 2001 in K olkata, Hyderabad and Bangal ore. Other group companies include, Future Generali, the gr oup¶s insurance venture in partnership with Italy¶s Generali Gr oup, Future Brands, a brand devel opment and IPR  company, Future L ogistics, providing logistics and distributi on solutions to group companies and business partners and Future Media, a retail media initiative. The group¶s f lagship company, P antaloon Retail was awarded the Internati onal Retailer of  the Year 2007, by the US-based Nati onal Retail Federation, the largest retail trade ass ociation and the Emerging Market Retailer of  the Year 2007 at the World Retail Congress in Barcelona.

VISION Our Vision is t o emerge as the best and the most prof itable retailer in INDIA.

MISSION We

share the vision and the belie f  that by improving our per formance through innovative spirit and dedication, we shall serve cust omers and stakeh olders satisf actorily. We shall be the trend setter in f ashion and off er a f air deal to all cust omers. The c ompany shall strive t o be the INDIAN retailing our CONGLOMERATE, an eff icient and l ow cost operator with a commitment to QUALITY. Our positive attitude arising f rom our devotion, sincerity and united determination shall be the driving force to make us globally COMPETITIVE.

Core-Ideology To provide to the ordinary what the rich can a fford.

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Core Value Indianess: Leadership:

Conf idence in ourselves. To be a leader, both in thought and business.

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

Introspection: Leading to purposef ul thinking. Openness: To be open and respective t o new ideas, knowledge and information. Valuing and nurturing Relationship: To build long term relationships. Simplicity and Positivity: Simplicity and positivity in our thought, business and action.

Adaptability: To be f lexible and adaptable, t o meet challenges. Flow: To respect and understand the universal laws

of  Nature.

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Major milestones: 1987 company incorporated as India¶s f irst formal trouser brand.

Manz W ear

Pvt.ltd. launch

1991

launch of  BARE, the Indian jeans brand.

1992

Initial public

off er

of  Pantaloons

trouser,

(IPO) was made in the m onth of  May.

1994 The Pantal oon Shoppe - exclusive menswear store in f ranchise format launched across the Nati on. The c ompany starts the distributi on of  branded garments through multi- brand retail outlets across the Nation. 1995

John Miller- Formal shirts brand launched.

1997

Pantaloon- India¶s f amily store launched in K olkata.

2001

Big Bazar, ´Is se sasta aur accha kahi nahinµ

2002

Food

Bazar, the supermarket chain is launched.

2004 Central- µShop, Eat, Celebrate in the Heart India¶s f irst seamless mall is launched in Bangal ore. 2005

Fashion

of  our

City¶-

Station- the popular f ashion chain is launched all.

2006 Future capital H oldings, the c ompany¶s f inancial arm launches real estate f unds Kshitij and H orizon and private equity f und in divisi on. Plans forays into insurance and c onsumer credit. 2007 st

Introduction of  Wednesday Bazar especially

1 Jan2010

Future

for

women.

value Retail value ltd.

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Major operation·s of Big Bazar  Logistics  GRN ( Good   

Receipt No.) Vendor Scheduling Stock Keeping Space management

 Stock  

receiving

STO/RSTO PO (Purchase order no.)

CSD (customer Service Department)    

Exchange counter  Handling customer quarries and issues Announcement Gift Wrapping

Operation        

Department Hygiene Cleanliness Parking Cash till management Profile Protection Management SOP Trolly Management Damage and Shrinkage control

Merchandise       

MPM (merchandise Presentation manual) FPP (First price point) Core Core Fashion Deals Signage Pattern wise size Display

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES

Atmospherics: Can be described as an environment that stimulates the perceptual and emotional responses of the customers through t.  Visual

Communications



Fragrance



Lighting



Colors



Music

Store Security: 

Customer Theft



Employee Theft



Supplier Pilferage

Credit Management: Almost all retailers have started to accept credit cards or credit purchases. However retailer should be very cautious while handling credit or credit cards, as many of these can be stolen or fictitious cards. Some of the precautionary measures Tallying the signature of the card holder on the credit slip with that on the credit card. Checking the authenticity of the individual carrying the card Seeking the approval from finance provider if the sale through credit card is over a certain amount. Sending all the credit card sale documents for immediate processing.

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Visual Merchandising: Techniques of V M for its stores are 

Idea oriented presentation



Style or item oriented presentation



Color presentation



Price lining

 Vertical

merchandising



Tonnage merchandising



Frontal presentation



Size presentation

ORGANIZATION STRUCTURE HIERARCHY Following 1.

are organizational hierarchy in Big Bazaar

STORE MANAGER

This is the highest p osition in the st ore. He is the f ather and head of  the f amily. He is the decision maker for the st ore. The st ore manager is the resp onsible for b oth the t op line responsibility is sales and the b ottom line responsibility is prof it.

Role of Store Manager involves³  Ensuring smooth operations of  the st ore. Making plans t o ensure highest pr of it for the st ore. Proper execution of  plans. Deciding on off er/deals for clearance of  products. Conducting meeting for pr oper communicati on f low

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2.

ASSISTANT STORE MANAGER

There are three AS M¶s in the st ore. Each AS M looks af ter 1 to 2 department of  the store. The main f unction of  the ASM is t o assist the S M in his targets and help achieve him the same.

3. DEPARTMENT MANAGER This designati on is present for both f unctional departments as well as the st ore department. A de f inite sales target is set for each department and it is resp onsibility of  each DM to achieve the same. The D M¶s of  the f unctional department are resp onsibility of  the smooth operation of  their respective departments. 4. ASSISTANT DEPARTMENT MANAGER

As the name suggests, the main r ole There are 8 ADM¶s in the st ore. 5.

of  the

ADM¶s is t o assist the DM¶s in their work.

TEAM LEADER

Sometimes department is divided int o sections and there are di ff erent teams app ointed to look af ter these sections. Team leaders are the heads of  such teams.

6. TEAM MEMBERS These comprise of  almost 80% of  total staff . They are the actual cust omer f acing members and their key r ole is to provide best service t o the customer. Pleasing personality, good communicati on skills and overall product knowledge are the main requirement for this post.

FUNCTIONAL DEPARTMENT The store operations are divided int o various operations which are carried out by the respective f unctional departments. 1. Human Res ource Department (HR). 2. Logistic Department. INTERNATIONAL INSTITUTE OF BUSINESS STUDIES

3. Commerce Department. 4. LT Department. 5. I.T Department. 6.

Maintenance

and Facility Department.

7. Administration Department. 8. Visual

1)

Merchandising

Department (V M).

Human Resource Department.

Human res ource development deals with the

following:

1.

Manpower

recruitment.

2.

Manpower

Training and devel opment.

3.

Maintaining

pers onal record of  employees.

4. Deciding salaries and wages. 5. Employee welf are.

Manpower Recruitment: Recruitment

for

the position

Assistant Department Assistant St ore Manager,

of 

Managers

Manager.

team members, team leaders and s ometimes even

is d one at the st ore by HR head, St ore

However

for

recruitment

of 

Manager

and

higher posts like Department

the selecti on is done at zonal off ice.

Manpower Training and Development. The main idea behind this pr ogram is t o develop knowledge, skill and attitude required by an individual t o perform adequately a given task.

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This training pr ogram has been success f ully improving the performance

of 

the

employee and which in turn has enhanced the organizati on al performance. Various training pr ograms along with the written test at each

of  the

training levels have

been designed. They are cashiering training, gr oup philosophy, training

on

retail

business, values, sales trainee, p olicies, product knowledge etc

Maintaining Employee Records. The pers onal information

of 

each employee is maintained in the SAP. In formation

related to leaves, provident f und, gratuity, empl oyee state insurance, b onus, salary, personal loan etc, is maintained by the HR department.

Deciding Salary and Wages The salary is f inalized considering the

following f actors:



Current salary level.



Qualif ication and Experience.



Level at which the j ob is off ered.



Existing salary levels in the organizati on.

 Market

trends.

Various leaves are available t o the employees like casual leave, sick leave, earned leave, maternity leave, all purpose leave, paid holiday, compensatory changes in the salary are made

on

the basis

of 

appraisal and

off 

and week  off . Any

overall

rating

of 

the

employees.

Employee Welfare Every organizati on conducts welf are activities

for

its employees. The welf are activities

in Big Bazaar are unique by themselves: 

Award to staff  that help in pointing pilf erage. INTERNATIONAL INSTITUTE OF BUSINESS STUDIES



Culture activities to provide scope for their hidden talents.



Long term service awards.



Birthday celebrations.



Extra benef its for night shi f t employees.

 2)

LOGISTICS DEPARTMENT

The inventory levels of  the st ore have to be maintained t o avoid any stock outs. Logistics department is mainly c oncerned with the st ock management in the st ore. They maintain supply

f low of 

required st ock. The

focus of  logistics

department in

on

removing

ineff icient in f ulf illing customer demand in real time.

Role of logistics department 

Saf e and reliable transport in as much l ow price as possible.

 Maintain

contact with distributi on teams (trucks, trains«) and track where the

material is. 

Partnership with transp ortation f irm so that cost and transp ortation can be shared does not occupy the whole truck space.

 Merchandise

received f rom the central warehouse or vendors are taken t o the

store af ter undergoing the inward pr ocess. The excess merchandise displayed on the f loor gets sold out. It ref ers to the eff ective and cautious way

of  moving

the

merchandise f rom store warehouse to respective section inside the st ore where they have t o be displayed and s old to the customers.

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PRODUCT PROFILE:

Ground Floor:-

Food Bazar  Fruits & Vegetables Bakery Items Crockery Dal, Rice, Atta, Rave, Oils, Masala items Dry fruits Ready meals Breakfast cereals Soft drinks Cosmetics Herbal Confectionery

Non-Food Dept Cash Counter  Announcement Dep. Detergents, phenyl Dish wash, tissue papers, scratch, Soap, tooth paste, shampoo, Deodorants, body spray. Talcum powder. Perfumes

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Level 1

   

Stainless Steel Utensils Plastics Generel Books Childern Stationary Office Stationary Games VCD's & DVD's

NBD (New Business Development)  Gift      

items Car & Motor Cycle Covers Bed sheet, towel, curtain, Quilt, pillow Bags, trolley bags Saints & Perfumes Home Decor 

Toys and sports Dept  

i)Soft Toys ii)Hard Toys

Home Line    

Bed Sheets,Pillows,Bed Spreads Towels,Yellow dust Carpets,Cushion Covers Chair Bags

Footwear Bazar  

Shooes, slippers

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LEVEL 2

Clothes Dept         

1 .Ladies sarees 2. Girls Dress Materials 3. Kids Wear  Ladies Accessories Mens Formals & Casuals Wears Mens Accessories Belts Fabrics Jewelery Baby cares Diapers

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Cities where stores are located: Agra, Ahmedabad, Allahabad, Ambala, Asansol, Bangalore, Mysore, Hubli, Bhubaneshwar, Chennai, Coimbatore, Palakkad, Kolkata, Delhi, Durgapur, Gajiabad, Gurgaon, Hyderabad, Indore, Lucknow, Kanpur, Man galore, Mumbai, Nagpur, Nasik, Panipath, Pune, Rajkot Surat, Thane, Thiruvananthpuram & Vishakapatnam .

Awards and Achievements 2009 CNBC Awaaz Consumer Awards 2009 y y

Most

Pref erred Multi Product Chain - Big Bazaar Most Pref erred Multi Brand Food & Beverage Chain - Big Bazaar

Images Fashion Forum y y y

2009

Most

Admired Fashion Group Of  The Year - Future Group Most Admired Private Label - Pantal oons, the li f estyle format Critics Choice For Pioneering Effort In Retail Concept Creation Central

Coca-Cola Golden Spoon Awards y y y

2009

Most

Admired Food & Grocery Retailer Of  The Year Most Admired Food Court Most Admired Food Prof essional

2008

Indian Retail Forum Awards y y y

2008

Most

Admired Retail C ompany of  the year - Future Group Retail Face of  the Year - Kishore Biyani Best Retailer Of  The Year ( Hypermarket) - Big Bazaar

Future

Group was awarded the Most Admired Retail Company of  the year by the Indian Retail Forum at a glittering ceremony organised in Mumbai. Mr Kishore Biyani als o won Retail Face of  the Year. India Retail Forum (IR F) is a platform for intellectual insights and in formation exchange for the retail business in the Indian subc ontinent.

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The forum presents the business of  retail in the region to a global audience, with the express aim of  f acilitating understanding ab out and enc ouraging investment in this massive marketplace. Big Bazaar, the value Year(Hypermarket).

format of  Future

The INDIASTAR Award

Group bagged the Best Retailer O f  The

2008

Food Bazaar: Best Packaging Innovation Food

Bazaar bagged the INDIASTAR Award for Best Packaging Inn ovation in India, for its private label brand Fresh And Pure Chakki Atta. INDIASTAR Award is a biennial event which aims t o promote and encourage excellence in packaging design, inn ovation and technology. The c ontest was established in 1972 and is c onsidered as the most popular and premier event for India¶s packaging f raternity. This year there were ar ound 357 entries and the participants had t o submit a sample of  their designs for selection. With

this award, Pantal oon Retail (India) Limited bec omes the f irst Indian Retailer to win the prestigious INDIASTAR Award.

Retail Asia Pacific y

500

Top Awards

2008

Gold Winner - Top Retailer 2008 Asia Pacific

Retail Asia Publishing Pte, the institut or of  these awards, aims t o set a plat form that appraise, raises and rec ognizes the development and gr owth of  retailing throughout the Asia Paci f ic region.

Coca-Cola Golden Spoon Awards y

y

y

Most

Admired Biyani Most Admired Food Bazaar Most Admired Big Bazaar

2008

Food

& Grocery Retail Visionary

Food

& Grocery Retailer

of 

the Year ± Supermarkets:

Food

& Grocery Retailer

of 

the Year - Hypermarkets:

of 

the Year: Kishore

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES

y

y

Most

Admired Retailer of  the Year - Dynamic Gr owth in Network  Expansi on across Food, Beverages & Gr ocery: Future Group Most Admired Food & Gr ocery Retailer of  the Year - Consumer's Choice: Big Bazaar

The Coca-Cola Golden Spoon Awards 2008, were given away for the f irst time as a culmination of  the µFood Forum India 2008¶ ± a tw o day convention, which saw the participati on of  leading brands, retailers & retail supp ort organizati ons f rom across the globe. The awards were presented t o honour enterprise, innovation and achievement in the food retailing business as a benchmark  of  excellence.

The Reid & Taylor Awards For Retail Excellence y y y

2008

Retail Leadership Award: Kishore Biyani Retail Best Employer of  the Year: Future Group Retailer of  The Year: Home Products and O ff ice Improvements: HomeTown

The Reid & Tayl or Awards for Retail Excellence are an important f eature of  the Asia Retail Congress, Asia¶s single most important global platform t o promote world-class retail practices. These awards are aimed at h onouring the best, in the Asian Retail scenari o. India played host to Asia Retail Congress 2008. 2007

Images Retail Awards Most

Admired Retail Face of  the Year: Kishore Biyani

Most

admired retailer Bazaar

of  the

year: Large

Most

admired retailer

of  the

year:

Most

admired retailer

of  the

year: Home & off ice improvement: HomeTown

Most

admired Retail Company of  the year: Pantaloon Retail (India) Ltd.

Food

format,

multi pr oduct store: Big

and Gr ocery: Food Bazaar

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES

y

Images Retail Forum followed strict international benchmarks in deciding the t op honours for Images Retail Awards ¶07, with IRIS as knowledge partner and gl obal consulting f irm AT Kearney as the Process Approver.

National Retail Federation Awards International Retailer for the Year 2007 ± Pantal oon Retail (India) Ltd y

The National Retail Federation is the w orld¶s largest retail trade association with over 1.4 million members in the US and acr oss the world. Some of  the past winners of  the award include Metro AG (Germany), Carrefour (France), Zara (Spain), B oticario (Brazil) and It o Yokado (Japan). The award was presented at the Retail¶s Big Sh ow held in January 2007 in New Y ork.

World Retail Congress Awards Emerging y

Market

Retailer

of  the

Year 2007 ± Pantal oon Retail (India) Ltd

The inaugural World Retail Congress held in Barcel ona, Spain in March 2007 attracted over one thousand retail pr of essionals f ro m over sixty countries. The awards were decided by a multinati onal Grand Jury. Winners in other categories included Inditex, Mall of  Emirates, Marks & Spencer and IKEA.

Hewitt Best Employers

2007

Best Employers in India (Rank 14th) ± Pantal oon Retail (India) Ltd y

Leading human res ources consultancy, Hewitt Ass ociates conducts an annual survey of  the best empl oyers in India, as part of  its global initiative. It is based on CEO interview, People Practices Inventory and Employee Opinion Surveys. Pantal oon Retail became the only retailer to f eature among the twenty- f ive best empl oyers in India.

PC World Indian Website Awards

Best Indian Website In The Shopping Category - Futurebazaar.com

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PC World, a leading consumer technology magazine selected the best Indian websites in various categories based on use of  technology for delivering solutions, information being presented in an intuitive and c oncise manner and overall experience aided by design.

Reader·s Digest Trusted Brands Platinum Awards Trusted Brands Platinum Award ( Supermarket Category) ² Big Bazaar y

The Reader¶s Digest awards are based on surveys done among consumers by independent research agency, Nielsen Media Research. This is the sec ond consecutive time Big Bazaar has w on this award.

2006

Retail Asia Pacific Top

5 00

Awards

Asia Pacif ic Best of  the Best Retailers ± Pantal oon Retail (India) Ltd Best Retailer in India ± Pantal oon Retail (India) Ltd y

The Retail Asia publicati on in ass ociation with Eur oMonitor and KPMG honours the best retailers in 14 c ountries across the Asia Pacif ic region. The awards were presented in Singap ore in October, 2006.

Asiamoney Awards Best Managed Company in India ( Mid-cap) ± Pantal oon retail (India) Ltd. The Asiamoney publication conducts a p oll among f und manages and invest ors and does a quantitative analysis of  f inancial performance to select best managed c ompanies in Asian c ountries. Ernst & Y oung Entrepreneur of  the Year Award- Ernst & Young Entrepreneur of  the Year (Services) ± Kishore Biyani

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CNBC Indian Business Leaders Awards The First Generation Entrepreneur y

of  the

Year ± Kishore Biyani

Organized by CNBC-TV18, the twelve awardees in vari ous categories are decided by a high pr of ile jury, al ong with research partners - The University of  Chicago Graduate School of  Business, Development Dimensions Internati onal (DDI) and AC Neilson ORG MARG.

Lakshmipat Singhania ² IIM Lucknow National Leadership Awards y

Young Business Leader ± Kishore Biyani

The award recognizes and honors individuals who have contributed consistently to the betterment of  our country through their pursuit of  excellence. The awards were presented in New Delhi by the Prime Minister Dr. Manmohan Singh in December, 2006. Images Retail Awards Best Value Retail St ore ± Big Bazaar Best Retail Destinati on ± Big Bazaar Best Food & Grocery Store ± Food Bazaar Retail Face of  the Year ± Kishore Biyani The Images Retail Awards are decided thr ough a nati onwide consumer & industry p oll and nominati ons followed by performance assessment by team of  analysts and jury.

Readers¶ Digest Awards Platinum Trusted Brand Award - Big Bazaar The Reader¶s Digest awards are based on surveys done among consumers by independent research agency, Nielsen Media Research.

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CNBC Awaaz Consumer Awards Most

Pref erred Large

y

Food

& Grocery Supermarket ± Big Bazaar

Conducted in ass ociation with AC Nielsen-ORG Marg across 21 major cities, nearly 10,000 c onsumers were asked t o choose their most pref erred brands.

Reid & Taylor Awards for Retail Excellence

Retail Entrepreneur of  the Year ± Kishore Biyani 2005

Images Retail Awards y y y y

2005

PRIL- Most Admired Retailer of  the Year Food Bazaar- Retailer of  the Year(Food and Gr ocery) Big Bazaar-Retailer of  the Year(Value Retailing) Central-Retail Launch of  the Year

Voted by Business Today magazine as one of the y y y

Top 20 Companies in India t o watch in 2005 India¶s most investor-f riendly companies in the t op 75 India¶s Biggest wealth creat ors in the t op 100

DAKS London PRIL- Brand Builder

of  the

Year

2004

Images Retail Awards y

y y

2004

PRIL- Most Admired Retailer of  the Year Food Bazaar- Retailer Year(Food and Grocery) Big Bazaar-Retailer of  the Year(Value Retailing) Central-Retail Launch of  the Year

Reid & Taylor and DLF Awards

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of  the

PRIL - Retailer

of  the

year

y

y

2003

Indian Express Award y

PRIL ± Marketing Excellence and Excellence in Brand Building

Indusland Bank (India Brand Summit) y

PRIL - Excellence in Brand Building

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SWOT ANALYSIS STRENGTHS         

High brand-Equity in ev olving retail markets. State of  art inf rastructure of  the Big Bazaar outlets. Point of  purchase pr omotions to increase the purchase. Variety of  stuff  under single r oof  increasing customer time and available ch oices. Low price Customer service desk. Advertisement. Large volume of  capital investment. Discount.

WEAKNESSES      

Unable to meet store opening targets. Falling of  revenue per square f eet. Less store space. Unavailability of  branded items. Inadequate St ock. Some products are very c ostly.

OPPORTUNITY 

Organized retail is just 8% of  total pie of  Indian market.  Evolving consumer pre f erence in recent years.  Huge complexes off er shopping.

THREATS 

Competit ors, Global big players planning t o foray into the markets.  Government policies are not well-def ined in emerging markets like India.  Unorganized retail market of  India.

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FINDINGS y

Various service quality f actors.

y

Convenience f actor

y

Store f actor

y

System

y

Cust omer relationship

y

Eff iciency

y

Accessibility

y

There is signi f icant ass ociation between Gender and service quality.

y

y

y

y

y

y

y

There is a signif icant ass ociation between Age and st ore f actor, system, eff iciency f actors. There is signif icant association between education and st ore f actor. System and e ff iciency f actor. There is a signif icant ass ociation between prof ession and convenience, system and e ff iciency f actor. There is an ass ociation between martial status and c onvenience, cust omer relationship f actors. There is an ass ociation between monthly income and convenience, system, cust omer relationship. There is an ass ociation between household type and system, cust omer relationship. There is an ass ociation between monthly expenditure and c onvenience, st ore f actor system.

CONCLUSION This study has basically helped t o know the service quality and cust omer gap between exception and percepti on and what inf luence people to shop at big bazaar. Most of  the cust omers are inf luenced by the off ers in Big Bazaar have great off ers for there cust omers that acts as the m otivating f actor which brings the cust omers to Big Bazaar. Cust omers shop more in the food bazaar and the men¶s wear department in Big Bazaar. Cust omers f eel that Big Bazaar has variety of  products available in vari ous departments. Cust omers f eel that shopping with big bazaar is c onvenient and saves their valuable time. This is due t o the proper f acility that is available in Big Bazaar. INTERNATIONAL INSTITUTE OF BUSINESS STUDIES

The display of  products (Kiosk) in Big Bazaar is very g ood and the cust omers f eel that it is very easy for them to f ind any pr oduct in the st ore. The ambience is als o very good but however it needs t o be improved still for better cust omer satisf action. Most of  the cust omers are not aware of  the Home-Delivery provided by the Big Bazaar. I believe that Big Bazaar has the p otential to satisf y its customers and retain them. And it has its brand name t o reck on with in the market. The customers are very much satis f ied with the retail outlets as these outlets maintain and provide good quality, service, p rice, ambience, display of  the products inf rastructure. The cust omers are greeted and respected very well by the empl oyees of  the outlets as today¶s business is driven by c onsumers and the cust omer is called as the king in the market.

Objectives 

To study on Pro motional strategies in Big Bazaar.  To create awareness by pr omoting and motivating them t o buy the products in Big Bazaar. 

To provide the bene f its by creating/building new strategies up on the needs

of  cust omers.



To bring an Big Bazaar pr oduct int o a visual form through media.



To identif y the cust omer emerging needs and their requirements.



To suggest new pr omoting strategies

for

the product so that they may

implement for promoting the pr oduct. 

To suggest Big Bazaar empl oyees to achieve the target

of 

selling the

products. 

To make Big Bazaar t o succeed in the market by p ositioning the brand.



To identif y the potential promotional off er.



To determine the

f actors,

that inf luences cust omer purchase at Big

Bazaar. 

To provide valuable suggesti ons that can in f luence the sale at Big Bazaar.



To know the customer expectation towards Big Bazaar.

To ascertain the satis f action level of  customers in Big Bazaar.

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COMPETITORS INFORMATION 1. Spencer 2. Lif eStyle 3. Gopalan Mall 4. Star Bazaar 5.

More

6. Reliance 7. Vishal

Fresh

Megamart

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