Final Saket 723

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A

PROJECT REPORT

ON

FINANCIAL RATIO ANALYSIS OF KOTAK

MAHINDRA BANK

Submitted in the partial fulfillment of the requirement for

the award of degree of

Bachelor of Business Administration

Panjab University, Chandigarh.

Submitted By:

Paryas Maggo

Roll Number-2477

Uni. Reg. No.-14110000265

Under the guidance of:

Prof. Rajinder Bhandari

ARYA COLLEGE, LUDHIANA 2013.


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DECLARATION

I declare that the dissertation entitled COMPARATIVE ANALYSIS OF

MARKETING STRATEGIES 0F BIG BAZAR AND VISHAL MEGA

MART RETAIL INDIA LTD. is a record of independent research carried out

by me under the supervision and guidance of Prof. Rajinder Bhandari. This has not

been previously submitted for the award of any other diploma, degree or other

similar title.

Name & Sign of Student

Saket verma

Roll No.14110000237


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CERTIFICATE

Certified that the Project Report entitled COMPARATIVE ANALYSIS

OF MARKETING STRATEGIES 0F BIG BAZAR AND VISHAL MEGA

MART RETAIL INDIA LTD. submitted to the Panjab University , Chandigarh

for the award of degree of Bachelor of Business Administration is a record of

independent research work carried out by Saket Karwal under my supervision and

guidance. This has not been previously submitted for the award of any diploma,

degree or other similar title.

Name & Sign of Guide

Prof. Rajinder Bhandari


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ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to

complete this report. I would like to take this opportunity to present my vote of

thanks to my guides who acted as lighting pillars to enlighten my way through out

this project. This project would not have been possible without the kind assistance

and guidance of many people who indeed were helpful, cooperative and kind

during the entire course of my project.

The acknowledgment t would not be complete without expressing my

indebtedness to Prof. Rajinder Bhandari who guided me in this project. I also like

to thank my friends who helped me a lot to complete this project report


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CONTENTS

S.No Title Page No.

1 Introduction 6

2 Review Of Literature 43

3Research Methodology

47

4 Limitation 50

5 Analysis And Interpretation Of Data 52

6 Findings And Conclusion 64

7 Bibliography 69

8 Questionnaire70


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INTRODUCTION


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INTRODUCTION

Every business conducted for the purpose of selling or offering for sale any goods,

wares, or merchandise, other than as a part of a "wholesale business" to the final

consumer can be defined as retail business Retail is the second-largest industry in

the United States both in number of establishments and number of employees. The

U.S. retail industry generates $3.8 trillion in retail sales annually ($4.2 trillion if

food service sales are included), approximately $11,993 per capita. The retail

sector is also one of the largest worldwide.

Wal-Mart is the world's largest retailer and the world's largest company with more

than $312 billion (USD) in sales annually. Wal-Mart employs 1.3 million

associates in the United States and more than 400,000 internationally. The second

largest retailer in the world is France's Carrefour.

WHAT IS RETAILING?

Retailing is all the activities involved in selling goods and services directly to final

consumers for their personal, non-business use.

The word retail is derived from the French word retailer, meaning to cut a piece off

or to break bulk. A retailer buys goods or products in large quantities from

manufacturers or importers, either directly or through a wholesaler, and then sells

individual items or small quantities to the general public or end user customers,

usually in a shop, also called store. Retailers are at the end of the supply chain.

Marketers see retailing as part of their overall distribution strategy.


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TYPES OF RETAILING

Retailing can be classified under two heads:

Store Retailing

Non-store Retailing

Store Retailing

Retail stores come in a variety of shapes and sizes, and new retail types keep

emerging. They can be classified by one or more of several characteristics:

Amount of service

Product line

Relative prices

Control of outlets

Type of store cluster

1) AMOUNTOFSERVICE

Different products require different amounts of service, and customer service

preferences vary:

Self-service retailers

Customers are willing to perform their own "locate-compare-select" process to

save money. Today, self-service is the basis of all discount operations, and


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typically is used by sellers of convenience goods (such as supermarkets) and

nationally branded, fast moving shopping goods (such as catalog showrooms).

Limited service retailers

Retailers such as Sears and J. C. Penney, provide more sales assistance because

they carry more shopping goods about which consumers need information. Their

increased operating costs result in higher prices.

Full service retailers

Like specialty stores and first-class department stores, have salespeople to assistcustomers in every phase of the shopping process. Full service stores usually carry

more specialty goods for which customers like to be waited on. They provide

more liberal

return policies, various credit plans, free delivery, home servicing, and extras such

as lounges and restaurants.

2) PRODUCTLINE:

Retailers can also be classified by the depth and breadth of their product

assortments. The depth of a product assortment refers to the number of different

versions of each product that are offered for sale. The breadth of the assortment

refers to the number of differentproductsthat the store carries.

Specialty storescarry a narrow product line with a deep assortment within that

line. Examples include stores selling sporting goods, books, furniture, electronics,


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flowers, or toys. Today, specialty stores are flourishing, due to the increasing use

of market segmentation, market targeting, and product specialization.

A department store carries a wide variety of product lines. Each line is operated

as a separate department managed by specialist buyers and merchandisers.

Supermarkets are large, low-cost, low-margin, high-volume, self-service stores

that carry a wide variety of food, laundry, and household products.

Convenience stores are small stores that carry a limited line of high-turnover

convenience goods. These stores located near residential areas and remain open

long hours, seven days a week. Convenience stores must charge high prices to

make up for higher operating costs and lower sales volume, but they satisfy an

important consumer need.

Superstores, combination stores, and hypermarkets are all larger than the

conventional supermarket. Many leading chains are moving toward superstores

because their wider assortment allows prices to be 5-6% higher than conventional

supermarkets'. Combination stores are combined food and drug stores. Examples

are A&P's Family Marts and Wal-Mart's Super centers. Hypermarkets combine

discount, supermarket, and warehouse retailing, and operate like a warehouse


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3) RELATIVE PRICES

Retailers can also be classified by the prices they charge. Most retailers charge

regular prices and offer normal quality goods and customer service. Some offer

higher quality goods and service at higher prices. Retailers that feature low prices

include:

Discount stores sell standard merchandise at lower prices by accepting lower

margins and selling higher volume. Occasional discounts or specials do notmake

a store a discount store. A true discount store regularly sells its merchandise at

lower prices, offering mostly national brands, not inferior goods.

4)CONTROLOF OUTLETS:

About 80% of all retail stores are independents, accounting for 2/3 of retail sales.

Other forms of ownership include the corporate chain, the voluntary chain and

retailer cooperative, the franchise organization, and the merchandising

conglomerate.

The chain store is one of the most important retail developments of this century.

Corporate chains appear in all types of retailing, but they are strongest in

department, variety, food, drug, shoe, and women's clothing stores. The size of

corporate chains allows them to buy in large quantities at lower prices, and chains

gain promotional economies because their advertising costs are spread out over

many stores and over a large sales volume.


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The voluntary chain is a wholesaler-sponsored group of independent retailers that

engages in-group buying and common merchandising.

The retailer cooperative is a group of independent retailers that set up a jointly-

owned central wholesale operations and conduct joint merchandising and

promotion efforts.

Afranchise is a contractual association between a manufacturer, wholesaler, or

service organization (the franchiser) and independent businesspeople (the

franchisees) who buy the right to own and operate one or more units in the

franchise system.

Merchandising conglomerates are corporations that combine several different

retailing forms under central ownership and share some distribution and

management functions. Examples include Dayton-Hudson and J. C. Penney.

5) TYPE OF STORE CLUSTER:

Most stores today cluster together to increase their customer pulling power and to

give consumers the convenience of one-stop shopping:

Central business districts A central business district comprises of banks,

department stores, specialty stores, and movie theatres.

A shopping centeris a group of retail businesses planned, developed, owned, and

managed as a unit.


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Non-Store Retailing

Although most goods and services are sold through stores, non-store retailing has

been growing much faster than store retailing.

Traditional store retailers are facing increasing sales competition from catalogs,

direct mail, telephone, home TV shopping shows, on-line computer shopping

services, home and office parties, and other direct retailing approaches.

Non-store retailing includes direct marketing, direct selling, and automatic

vending.

INDIAN RETAIL INDUSTRY

Retailing in India is one of the significant contributors to the Indian economy and

accounts for 35% of the GDP. However, this sector is in a fragmented state with

over 12 million outlets operating in the country and only 4% of them being larger

than 500 sq ft in size. This is in comparison to 0.9 million outlets in USA, catering

to more than 13 times of the total retail market size. Thus, India has the highest

number of outlets per capita in the world with a widely spread retail network but

with the lowest per capita retail space (@ 2 sq ft per person as compared to 16 sq ft

per person for USA).

The Indian retailing industry is currently estimated at $205 b (Rs.930, 000 Crores)

and is expected to grow at 5% p.a. The current size of the organized retailingmarket is $6 b (Rs.28,000 Crores), thereby, a mere 3% of the total retailing market

with a projected growth rate of 25 30% p.a. and is estimated to become $8 b

(Rs.35,000 Crores) by 2005 and $24 b (Rs.100,000 Crores) by 2010, with its

contribution to total retailing sales likely to rise to 9% by decade end.


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Emerging Trends In Indian Retail Industry

Tier-II Phenomenon

Small towns with a population of 0.5 1 million {like Surat, Lucknow, Dehra

Dun, Vijaywada, Bhopal, Indore, Vadodara, Coimbatore, Nasik, Bhubaneswar,

Varanasi ,zirkpur and Ludhiana etc}, are witnessing a defined increase in

disposable income coupled with high aspirational levels leading to enhancedspending on consumer goods along with lesser aversion to credit. With

consumption in metros already being exploited {85% of retail sales as of now},

these Tier-II areas are fresh targets and are expected to contribute 20-25% of

organized retailing sales.

Retailers are introducing contemporary retail formats such as hypermarkets and

supermarkets in these new pockets of growth. Mall development activity in thesesmall towns is also picking up, creating quality space for retailers to fulfill their

aggressive expansion plans. Keeping in view the relatively smaller size of the

market, the average size of a retail mall in Tier-II cities ranges between 100,000

120,000 square feet in comparison with the larger metros where a number of malls

measure over 500,000 square feet.


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Entry of International Players

The fight today is not between Big organized retail stores (3%) and Unorganized

Kirana Shops (97%), but its between global giants like Wal-Mart, Tesco and

Shoppers Stop, Pantaloons. Entry of these global players will impact the way

India Retailers operate, as much as it will change the way Indian consumers live

and do their shopping. They will no longer be just dependent on their local Kirana

shop for their everyday needs. They could just shop once a week or once a month

at comparatively cheaper rates and remain hassle free. Indian retailer will also need

to quickly come to terms with the market realities. On one hand they will fight size

factor and on the other hand great efficiencies

Emergence of New Retail Formats

Currently the retail sector in India is populated with the traditional mom-and-pop

stores and some 1000 odd supermarkets under organized retail chains. A daring

few ventured into the Hypermarket segment with successful results and this format

is being fast replicated by other players. This experience indicates that the Indian

consumer has matured to the next level of shopping experience. Given the Indian

conditions and the vast diversity a single format may not be possible for the

national presence, but region specific formats may evolve. An interesting

observation is that of lack of presence of organized retail chains in the rural/semi-

urban centers as over 60% of Indian population is still in these parts. An ideal no

frills model to start with would be ideal for the rural markets; this would help totake them to the next level of supermarket experience.


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Specialty Malls

Keeping in mind the astonishing pace with which new supply is expected to enter

the market, many mall developers, in a bid to offer a distinctive value proposition,

are planning to develop specialty malls. These niche developments shall emerge

as one-stop destinations in their chosen product categories. The Delhi-based

Aerens Group has developed Gold Souk, an exclusive jewellery mall that is

already operational in Gurgaon and has ambitious plans to replicate the concept

across the country. Further, a number of analogous developments like a Wedding

Mall by Omaxe Group, Automobile Mall etc are also in the offing. In line with

international trends, Home Malls offering the entire range of building and interior

dcor solutions are also coming up in various parts of the country including Pune

(Ishanya promoted by Deepak Fertilizers and Petrochemicals Corporation Ltd),

Gurgaon & Kolkata.

Price Correction

Fallout of the surge in mall development activity shall be that developers will be

forced to offer retailers prime real estate spaces at costs lower than those prevailing

today, as the space required by retailers to fulfill their expansion plans is likely to

be lesser than offered. This correction could result in a more structured retail real

estate market that would allow retailers a higher margin on their real estate

investments, thereby enabling them to expand faster. Further, the relatively over-

served cities could witness higher activity, as real estate space becomes more

affordable, thereby, reducing the break-even period for retailers.


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Traditional Retailers in Malls

The abundant supply of retail space has provided retailers with the leeway to

experiment with newer formats and product categories. Even traditional retailers

like Benzer, Study by Janak, Mehrasons Jewellers etc are being pushed to modern

retailing formats like shopping malls. Mall developers shall have sufficient

incentive to operate on a revenue-sharing pricing model as many of these

traditional retailers can generate higher sales per square foot as compared to the

larger-format department stores, which shall translate into higher revenue

realizations for developers.

Transformation & Innovations of Supply Chain and Transportation logistics

To counter the unbeatable advantages of convenience of a hop, skip and a jump

access and home delivery, organized retailers seem to have just one option - offer

attractive prices to the consumer. A successful retailer's winning edge will

therefore come from sourcing - how best it can leverage its scale to drive

merchandise costs down, increase stock turns and get better credit terms from

vendors. Efficient supply chains can achieve this objective and fuel demand. The

supply chain in India is full of inefficiencies- a result of inadequate infrastructure,

too many middlemen, complicated laws and an indifferent attitude.

More use of Technology


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Retailing, as discussed before, is at a nascent stage in India. The complicated

information systems and underlying technologies are in the process of being

established. Most grocery retailers like Food World have started tracking consumer

purchases through CRM. The lifestyle retailers through their `affinity clubs' and

`reward clubs' are establishing their processes. The traditional retailers will always

continue to exist but organized retailers are working towards revamping their

business to obtain strategic advantages at various levels - market, cost, knowledge

and customer. With differentiating strategies - value for money, shopping

experience, variety, quality, discounts, advanced technologies, change in the

equilibrium with manufacturers and a thorough understanding of the consumer

behavior, the ground is all set for the organized retailers.

Community Involvement

Footfalls in most malls are observed to be significantly higher on weekends. To

ensure regular walk-ins on weekdays, mall developers have started to focus on

involving the local community. They have recognized that their centers need to be

entertaining, and that shoppers want their malls and town centers to blend with and

reflect their own communities. Their philosophy today is thus to create a center

where people would want to stay well beyond their shopping time to enact the

rituals of urban life. Activities like karate classes and painting competitions for

children pull their salary-earning parents to visit the mall. For example, South-dale

Mall, USA contains a school, an auditorium, an ice-skating rink and even a zoo for

the same reason. Dandia and Navratre parties at Ansal Plaza and Festival parties at

other malls also have the same objective.


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COMPANY PROFILE

BIG BAZAAR

Pantaloon Retail (India) Limited, is India's leading retail company with presence

across multiple lines of businesses. The company owns and manages multiple

retail formats that cater to a wide cross-section of the Indian society and is able to

capture almost the entire consumption basket of the Indian consumer.

Headquartered in Mumbai(Bombay).

It owns and operates multiple retail formats including Pantaloons, Big Bazaar,

Food Bazaar, Central, E-Zone, Fashion Station, Depot and many others.

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion

retail chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket

chain that combines the look and feel of Indian bazaars, with aspects of modern

retail, like choice, convenience and hygiene. Food Bazaar, food and grocery chain

and launch Central, a first of its kind seamless mall located in the heart of major

Indian cities, followed this. Some of its other formats include, Collection i (home

improvement products), E-Zone (consumer electronics), Depot (books, music, gifts

and stationary), All (fashion apparel for plus-size individuals), Shoe Factory

(footwear) and Blue Sky (fashion accessories). It has recently launched its retailing

venture, futurebazaar.com.

The group's subsidiary companies include, Home Solutions Retail India Ltd,

Pantaloon Industries Ltd, Galaxy Entertainment and Indus League Clothing. The
http://futurebazaar.com/http://futurebazaar.com/


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group also has joint venture companies with a number of partners including French

retailer Etam group, Lee Cooper, Manipal Healthcare, Jaywalkers, Gini & Jony

and Liberty Shoes. Planet Retail, a group company owns the franchisee of

international brands like Marks & Spencer, Debenhams, Next and Guess in India.

Future Group

Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned

to cater to the entire Indian consumption space. The Future Group operates through

six verticals: Future Retail (encompassing all retail businesses), Future Capital

(financial products and services), Future Brands (management of all brands owned

or managed by group companies), Future Space (management of retail real estate),

Future Logistics (management of supply chain and distribution) and Future Media

(development and management of retail media).

Future Capital Holdings, the group's financial arm, focuses on asset management

and consumer finance. It manages two real estate investment funds (Horizon and

Kshitij) and consumer-related private equity fund, Indecision. It also plans to get

into insurance, consumer credit and other consumer-related financial products and

services in the near future.

Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every

Indian Consumer in the most profitable manner." One of the core values at Future

Group is, 'Indians' and its corporate credo is - Rewrite rules, Retain values.


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Future Group Manifesto

Future the word which signifies optimism, growth, achievement, strength,

beauty, rewards and perfection. Future encourages us to explore areas yet

unexplored, write rules yet unwritten; create new opportunities and new successes.

To strive for a glorious future brings to us our strength, our ability to learn, unlearn

and re-learn, our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but create future

scenarios in the consumer space and facilitate consumption because consumptionis development. Thereby, we will effect socio-economic development for our

customers, employees, shareholders, associates and partners. Our customers will

not just get what they need, but also get them where, how and when they need.

We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it.

We will not just spot trends; we will set trends by marrying our understanding of

the Indian consumer to their needs of tomorrow.

It is this understanding that has helped us succeed. And it is this that will help us

succeed in the Future. We shall keep relearning. And in this process, do just one

thing..

Big Bazaar is both big and a bazaar. It is unlike, say, a Walmart or even a Food

world. Big Bazaar is almost an air-conditioned version of any Indian bazaar. It is a

slightly orderly and organized version of, say Chickpet for Bangalore guys or

Dadar for Mumbaiites. There is a huge crowd which can move in almost any


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direction. You can buy anything (pretty much everything is available at Big

Bazaar). It is not a place where you can browse through at leisure and pick up a

few things here and there. This is a place if you are serious about your shopping.

And the worst part is at the checkout counter, where the line can stretch as much as

a line for a famous Ganpati Pandal or a cricket match. Parking is a pain too.

But, the place ticks. In both Hyderabad and Bangalore, the outlets dont have a

place for customers to stand esp. on weekends. Customers wait outside it some

before it opens in the morning. Bombay is slightly better. Big Bazaar offers good

prices-Really good prices. Prices that tempt. Apart from simple price chopping,

there are deals (2 for the price of 1 or prices reduced on a combination etc). The

perception of Big Bazaar is that it facilitates some serious savings on grocery

shopping. And it works. And make no mistake, it attracts the well heeled as much

as it attracts Raju from across the street. That has worked for Big Bazaar is that it

has been able to connect with the customers in the right manner. They had filled a

need gap which was there in the market. Apart from that, their competence in

providing products at lowest prices and great quality in an ambience much better

than what the customers were used to, has also contributed to their success.

The focus is on continuing to provide very high value for money to customers by

providing exciting offers throughout the year. It will be facilitated by constantly

working on its buying and supply chain efficiencies. Having already achieved

economies of scale and size, they intend to better their gains by opening new stores

regularly.

One of the key philosophies of Mr Kishor Biyani that is highly followed is

Rewrite rules, retain values. In essence, it means they dont take anything as

fixed. They are constantly on the lookout for finding new ways and means to


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improve the current state of affairs. Thus, innovation is a very important aspect of

their working strategy. The other very important philosophy is that of Indian ness.

All their concepts and formats as well as the way they go about things are very

Indian. The way Big Bazaar is designed and the way the whole concept has

developed reflects a sense of Indian ness. This is a well articulated print

advertisement campaign for Big Bazaar to highlight their unique marketing

strength, extreme low price. However, even before this idea has been exercised to

highlight a product by placing it in a stark different environment. Nevertheless, this

advertisement campaign is very well crafted out. Further, the ad is not at all

confusing and it straight way conveys the message without loosing focus.

Like the marketing strength of the company, this campaign is too cost effective.

Further, the ad has the capacity to attract immediate peoples attention. The tag line

of the ad is Surprisingly Inexpensive. The ad has been created by Mudra DDB

Communication.

The company recorded around one million foot fall from 26th to 28th January this

year in 2007,which were termed as SABSE SASTE 3 DIN,MAHA SAVINGOFFER, which was 43 crore last year.

This was a special print advertisement of Big Bazaar prepared for womens day

sales promotion, where through the advertisement it is shown that forget about the

common females even all Hindu goddesses are busy in shopping at BIG bazaar and

celebrating their day.

This was the print advertisement that Big Bazaar came out with which was

regarding its exchange offer sales promotion, where an old man is hiding himself

behind sofa,because now every old thing can be exchanged with new one at Big

Bazaar


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PRODUCT PROFILE

PRODUCTS

Different Products available in Big Bazaar.

Menswear

Shirts

Trousers

T-Shirts

Accessories

Womenswear

Salwar Kameez

Saree

Ethnic

Top

Casuals

Others

Electronics

TVs

iPods


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MP3 & MP4 Player

Computers & Peripherals

Desktops

Laptops

Keyboard &Mouse

Home & Kitchen

Kitchen Appliances

Kitchenware

Barware

Mobiles & Phones

GSM Mobiles

Land Phones

Bluetooth Headsets

Memory & Storage

Memory Cards

Pen drives

Hard Drive

CDs

Health & Fitness

Health equipments


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Camera

Books

1. Jewelry

Diamond

Bangles

Pearl

2. Kids Wear

3. Watches

Gift Vouchers

4. Others

Shoes

Home linen Sun Glasses

Food Bazaar

Furniture


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Innovations

Wednesday Bazaar

Big Bazaar introduced the Wednesday Bazaar concept and promoted it as HafteKa Sabse Sasta Din. It was mainly to draw customers to the stores onWednesdays, when least number of customers are observed. According to thechain, the aim of the concept is "to give home makers the power to save the mostand even the stores in the city don a fresh look to make customers feel that it istheir day

Sabse Sasta Din

With a desire to achieve sales of Rs 26 Crore in a one single day, Big Bazaarintroduced the concept of "Sabse Sasta Din". The idea was to simply create a dayin a year that truly belonged to Big Bazaar. This was launched on January 26, 2006and the result was exceptional that police had to come in to control the mammothcrowd. The concept was such a huge hit that the offer was increased from one dayto three days in 2009 (24 to 26 Jan) and to five days in 2011 (22-26 Jan).

Maha Bachat

Maha Bachat was started off in 2006 as a single day campaign with attractive

promotional offers across all Big Bazaar stores. Over the years it has grown into a6 days biannual campaign. It has attractive offers in all its value formats such asBig Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar - catering to theentire needs of a consumer.

The Great Exchange Offer


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On February 12, 2009 Big Bazaar launched "The Great Exchange Offer", throughwith the customers can exchange their old goods in for Big Bazaar coupons. Later,consumers can redeem these coupons for brand new goods across the nation.[8]

Future Plans of BIG BAZAAR

Recently they are interested to expand their retail business in Mysore and along

with that they are interested to establish two retail outlets in Gulbarga District.

Big Bazaar plans 300 stores by 2012-13

Kishore Biyani-promoted Future Group's retail chain Big Bazaar is planning to

have 300 hypermarkets in the country by 2010-11.

The company is also mulling to increase its annual turnover to Rs 13,000 crore by

2010-11, up from Rs 3,600 crore last fiscal on the back of its expansion.

"We started with our first store in October 2001 and have now crossed the hundred

mark with three stores opened today in Pune, Cut tack and Delhi. Our plan is to

increase the number of our stores to 300 by end of the 2010-11 fiscal," Big Bazaar

Chief Executive Officer Rajan Malhotra Said..
http://economictimes.indiatimes.com/Retailing/Big_Bazaar_plans_300_stores_by_2010-11/articleshow/3545336.cmshttp://economictimes.indiatimes.com/Retailing/Big_Bazaar_plans_300_stores_by_2010-11/articleshow/3545336.cms


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ORGANISATION STRUCTURE

President

Vice president

Marketing

Manager

HR

Manager

Category

Manager

Finance

Manager

Operatio

Manager

Marketing

HEAD

HR

HEAD

Category

HEAD

Finance

HEAD

Operatio

HEAD


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STORE STRUCTURE

STORE

MANAGER

DEPERTMENT

MANAGER

MARKETING

MANAGER

HR

MANAGER

ASSIS.DEPER.

MANAGER

CSD VIDUAL

MARCHANDISIN

ASSIS.DEPER.

MANAGER

TEAM

LEADER

CASHIER CSD ADMINISTRATIOR

MAINTANANCESECURITY

ASSIS.DEPER.

MANAGER


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MARKETING STRATEGY OF BIG BAZAAR

According to Kishore Biyani's 3-C theory, Change and Confidence among theentire population is leading to rise in Consumption, through better employment andincome which in turn is creating value to the agricultural products across thecountry. divided India into three segments:

India one: Consuming class which includes upper middle and lower middle class(14% of India's population).

India two: Serving class which includes people like drivers, household helps, officepeons, liftmen, washer men, etc. (55% of India's population) and

India three: Struggling class (remaining 31% of India's population).

While Big Bazaar is targeted at the population across India one and India twosegments, Aadhaar Wholesale is aimed at reaching the population in India threesegment. With this, Future Group emerged as a retail destination for consumersacross all classes in the Indian society.

Big Bazaar has special schemes all around the year. They keep on promotingproducts by having special display of products. Sampling and testing of manyproducts is available in store. Many small companies even launch their productsthrough Big Bazaar. There are many schemes by various companies which are

available in Big Bazaar only. Big bazaar also provides consumer durables on LowEMI and interest free installments also.

Big Bazaar operates at 3 levels Super market, Hypermarket and Express stores.Express stores are running in high traffic areas too. It stared in developing areas totake advantage of Real estate Boom. Big Bazaar has changed the face of Indianconsumer market a lot by giving consumer a lot of alternatives to choose from.


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BOON TO INDIA

Big Bazaar proved to be a boon for the Great Indian Middle Class. It was startedas a hyper market format in Mumbai with approximately 50, 000 sqft. of space. Itsvalues and missions are to be the best in value retailing by providing the cheapest

prices and hence goes the tag line Isse sasta aur achcha kahi nai.It sells a variety of merchandise at affordable rates, the prices of which it claims

are the lowest in the city. Usually the items are clubbed together for offers as onthe lines of WALMART.Never will one find Big Bazaar without any offers and that is the main reason forBig Bazaar grand success. This is because Big Bazaar has understood the buying

behavior of the Indian consumers and accordingly planned its strategies to cater tothe needs and wants of the Indian buyers.

Big Bazaar currently operates out of 64 stores and top 15 stores register acumulative footfall of 24 lakhs a month on an average.On successful completion of ten years in Indian retail industry, in 2012, Big

Bazaar has come up a new logo with a new tag line: Naye India Ka Bazaar.

VISSION

TO EMERGE AS THE BEST AND THE MOST PROFITABLE RETAILER IN

INDIA

MISSION

"TO SPEARHED HIS COMPANY TO BE THE FINEST AND THE MOSTPREFERRED CHAIN IN RETAILING


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VISHAL MEGA MART

Vishal Mega Mart

What started as a humble one store enterprise in 1986 in Kolkata (erstwhile,

Calcutta) is today a conglomerate encompassing 183 showrooms in 24 states / 110

cities .Indias first hyper-market has also been opened for the Indian consumer by

Vishal. Situated in the national capital Delhi this store boasts of the single largest

collection of goods and commodities sold under one roof in India. The group had a

turnover ofRs. 1463.12 million for fiscal 2005, under the dynamic leadership of

Mr.Ram Chandra Agarwal . The group had a turnover of Rs 2884.43 million for

fiscal 2006 and Rs. 6026.53 million for fiscal 2007.

The groups prime focus is on retailing. The Vishal stores offer affordable family

fashion at prices to suit every pocket. The groups philosophy is integration and

towards this end has initiated backward integration in the field of high fashion by

setting up a state of the art manufacturing facility to support its retail endeavors.

Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost

all price ranges. The showrooms have over 70,000 products range which fulfills all

your household needs, and can be catered to under one roof. It is covering about

29, 90, 146 sq. ft. in 24 states across India. Each store gives you international


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quality goods and prices hard to match. The cost benefits that is derived from the

large central purchase of goods and services is passed on to the consumer.

The groups philosophy is integration and towards this end has initiated backward

integration in the field of high fashion by setting up a state of the art manufacturing

facility to support its retail endeavors.

Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost

all price ranges. The showrooms have over 70,000 products range which fulfills all

your household needs, and can be catered to under one roof. It is covering about

29, 90, 146 sq. ft. in 24 states across India. Each store gives you internationalquality goods and prices hard to match. The cost benefits that is derived from the

large central purchase of goods and services is passed on to the consumer.

There are three classes of consumers the lower class is restricted only to

unorganized retail, upper class consumers are limited and scattered. According to

the Vishal Retailing Strategy, they are targeting middle class as it is the largest

consumer base in India and can be sold off then in large volumes because with theincreasing purchasing power the middle class is shifting towards organized retail.

The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the

dynamic leadership of Mr.Ram Chandra Agarwal . The group had a turnover of Rs

2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007.

Investment Rational


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Vishal Retail sells ready-made apparels (including its ownBrands) and wide range

of household merchandise and other Consumer goods such as footwear, toys,

watches, toiletries, groceryitems, sports items, crockery, gift and novelties.Vishal

is value Retail Company catering to middle and lower middle income groups.As

Apparel segment contributes 63 percent; it has plans tofocus more on FMCG.To

reduce cost, Vishal does in-house production of apparels,Procurement of goods

directly procurement of goods from thesmall and medium size vendors and

manufacturers.Efficient Logistics and distribution system along withCustomized

product mix at stores depending on the regionalcustomer behavior and

preferences.Plans of penetrating deeper into Tier 1 and Tier 2 cities to bank

uponearly mover advantage, where organized retail is yet to make asignificant

mark, which will help establish and build customer loyalty prior to other players.

Higher margins of around 5-6 percent in private labels which accountfor 10

percent of sales in FY07.

Future Prospective

Vishal Retail Ltd has declared that the company has opened four new Showrooms

at different localities.The company has opened a store at Shree Ram Palace, Main

Delhi Road, Meerut. This is the companys second store in Meerut spreading

across an area of 3,600 Sq. ft. (Approx).The company opened a store at Nauchandi

Garh Road, Meerut commonly called Dreams, Opp. Samrat Heavens, Meerut. This

is the companys third store in Meerut covering up an area of 12,000 Sq. ft.The

company has opened a showroom at Enclave, Near BSNL Office,Ranipur More,

Haridwar. This is the companys first store in Haridwar spreading across an area of


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9,545 Sq. ft. (Approx).The company opened its store at Arcade, Plot No. 56-58,

Dumas Road, Piplad, Surat. This is companys second store in Surat

spreadingacross an area of 38,000 Sq. Ft (Approx).

Vishal Retail Limited is an India-based retail company. It was established in 1986.

It was formerly called Vishal Retail Private Limited and changed its name to

Vishal Retail Limited in 2006.The company is based in New Delhi, India.As of

August 8, 2007, the company operated 53 retail stores, including two stores that

are operated by its franchisees. It sells ready made clothes, and a variety of

household merchandise and other consumer goods, including toys, footwear,

toiletries, sports items, watches,grocery items, crockery, novelties and gifts.

Today, the stock is hovering around Rs 724 on the Bombay Stock Exchange.

Vishal Retail has seen a 52-week high of 812 and low of Rs423.

Product of Vishal mega mart:

Garment Department

Overview:

Product lines and the quality of the products in the Garment Section are basically

for the medium and average grade income level people and price range in this

section is averagely lies between Rs.250 to 600.

Gifts Department


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Overview:

Product lines and the quality of the products in the Gifts Section are basically for

the high and medium grade income level people and price range in this section isaveragely lies between Rs.500 to 800.

Findings:

In the gifts section we have found that stock of gift items is very low and also

products categories are not focusing to low grade income level customers and the

gifts department is referred to high class products.

Music Department

Overview:

Music section consist of Music CDs, Game CD & DVDs and also Movie

DVDs. Product lines and the quality of the products in the Music Section are

basically for the high and medium grade income level people and price range in

this section is averagely lies between Rs.150 to 500.

THE POPULAR BRANDS OF VISHAL MEGA MART ARE:-

Zeppelin : Mens Shirts & Trousers

Fizzy Babe : Ladies & Kids Girls

Kitaan Studio : Mens Shirts & Trousers

Jasmine : Ladies & Kids Girls

Blues & Khakis: Mens Trousers

Zero Degree : Kids Boys

Paranoia : Mens Shirts & T-Shirts


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Soil : Mens Shirts

Chlorine : Mens Shirts

Massa Bay : Mens Trousers & Bermudas

Fume : Mens Shirts, T-Shirts, Under Garments.

ORGANISATION STRUCTURE

President

Vice president

Marketing

Manager

HR

Manager

Category

Manager

Finance

Manager

Operatio

Manager

Marketing

HEAD

HR

HEAD

Category

HEAD

Finance

HEAD

Operatio

HEAD


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STORE STRUCTURE

STORE

MANAGER

DEPERTMENT

MANAGER

MARKETING

MANAGER

HR

MANAGER

ASSIS.DEPER.

MANAGER

CSD VIDUAL

MARCHANDISIN

ASSIS.DEPER.

MANAGER

TEAM

LEADER

CASHIER CSDADMINISTRATIOR

MAINTANANCESECURITY

ASSIS.DEPER.

MANAGER


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MARKETING STRATEGY OF VISHAL MEGA MART

Product

Vishal Mega Mart offers a wide range of products which starts from apparels to food

items, footwear to home furnishing, crockery to sport items, child care products to toys,watches, drinks etc. There are many in house brands promoted by Vishal Mega Mart. In

pursuance of their business plan to diversify their portfolio of offerings, FMCG productsplay a key role. FMCG products are usually meant to fulfill the daily needs of consumersand therefore, VRPL believe retailing of FMCG products will bring customers to theirstores on a frequent basis and this may in-turn lead to consumption of their apparels.VRPL have a number of private labels for apparels such as Zepplin, Paranoia, Chlorine,Kitaan Studio, Famenne, Fleurier Women and Roseau.

Price

Vishal Mega Mart promises its consumers the lowest available price. The conceptof psychological discounting (Rs. 99, Rs. 49, etc.) is used as promotional tool. VishalMega Martalso caters on Special Event Pricing (Close to Diwali, Christmas, New Yearetc.). Selling combo packs and offering discount to customers. The combo-packs addvalue to customer. Through Bundling, they also reduced the price of the products. Inaddition to VRPLs strategy to continue procurement of goods from small and medium

size vendors and manufacturers which leads to cost efficiencies, VRPL intend to procureFMCG and apparels from low-cost production centers located outside India. Towards thisobjective, VRPLs propose to increase their procurement of finished and semi-finishedgoods from China and thereby realize economies of scale and passion the benefits soaccrued to their customers. The efforts of VRPLs retail business are targeted towardsfamilies having total income which can be classified under the lower middle andmiddle income groups. VRPL follow uniform pricing policy across their stores in respect


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of Private labels and non-branded products sold by them. This enhances brand loyalty,encourages customer confidence and results in operational convenience. In relation to theother products , the prices may vary between stores on account of state-specific taxationand vendor policies.

Place

Vishal Mega Mart stores are located in 110 cities with more than 180 outlets. Vishal

Mega Marthas presence in almost all the major Indian cities. They are aggressive on theirexpansion plans.VRPL intend to increase their penetration in the country by setting upnew stores in cities where they already have presence, as also entering into new areas inthe country. In particular, they intend to focus on expansion in Tier II and Tier III cities.VRPL target locations with good infrastructural facilities such as easy accessibility,

provision for water, electricity, parking,security and other basic amenities.

Promotion

Advertising has played a crucial role in building of the brand. Vishal Mega Martadvertisements are mainly seen in print media i.e. newspapers, Television with TinaParekh as there in advertisement, and sometime road-side bill-boards. VRPLs categorymanagement system issued to plan promotional schemes. They launch promotionalschemes weekly. Apart from general sales promotion, the category manager formulates

promotional plans for slow movers. In addition, to promote sales, they focus on layout ofthe stores and positioning, presentation and display of merchandise, in order to appeal tothe customer. In addition, VRPL have introduced, in association with SBI Cards &Payment Services Private Limited, a co-branded credit card. VRPLs propose tocontinuously undertake such initiatives to increase the satisfaction of their customers.

Some of the features of the co-branded card include Rs 250discount voucher on signingup for the card and a process by which the cardholder earns five reward points on everyRs 100 spent. A cardholder accumulates points on the basis of purchases made and the

points accumulated can be redeemed for gifts or purchases. In September 2005, VRPLentered into a long term advertising agreement with Bennett, Coleman& CompanyLimited (BCCL). Under the agreement, they are entitled to fixed discounts for theiradvertisement in print publications of BCCL for a period of five years from the date of


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the agreement. In addition, BCCL would also act as a facilitator for other print and non-print media of the Times Group i.e. internet, radio and television or any other newmedium launched during the tenancy of the agreement. As a part consideration, VRPLhad issued 1,670,605 Equity Shares of Rs. 10 each and 384,190 Preference Shares ofRs.146 each amounting to an aggregate of Rs. 300 million

MISSION

We shall deliver everything, everywhere, every time for every Consumer in the most

profitable manner.

VISION

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.


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REVIEW OF LITERATURE


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REVIEW OF LITERATURE

RELATED CASE STUDY:

A lot of case studies have been done before on this topic and its different aspects as

my focus is on leading towards success through the low cost strategy which isfollowed by big bazaar, one of them is described below:

BUILDING BRAND THROUGH CHALLENGE:

In 2001, PRIL opened its first 'Big Bazaar,' a 30,000 square feet store in Kolkata.The major USP of the 'Big Bazaar,' store was low pricing. These stores offered the

best price proposition to customers.

As part of this, the stores focused less on branded items and more on unbrandedproducts with the same quality as branded ones, at a much cheaper rate.Commenting on this, Biyani said, "We are not in the business of selling ambience,

but in the business of giving the best possible deals to our consumers."...

The first Food Bazaar was set up in Lower Parel in suburban Mumbai in 2001.Food Bazaars represent PRIL's foray into yet another value retailing business,focusing on food and grocery products. These stores were designed based onPRIL's understanding of the emotional and rational needs of Indian housewives...

The tremendous success of the 'Pantaloons,' 'Big Bazaar' and 'Food Bazaar'retailing formats, easily made PRIL, the #1 retailer in India by the early 2004, interms of turnover and retail area occupied by its outlets.

In the fiscal year ended June 30, 2003, PRIL increased its retail area by 66% to586,000 sq. ft and reported revenues of Rs 4.45 billion, a 56% increase over fiscal


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2002. Its net profits rose by 63% to Rs. 114.1 million in fiscal 2002-03, over theprevious year.

Big Bazaar has positioned itself as a value for money proposition for Indianfamily retail store. They wanted to promote Big Bazaar as a retail store whichgives its customers maximum advantage over other retail stores by catering to alltheir needs budget wise and income level wise.

Sabse Saste 3 Din (the cheapest 3 days) brain child of Mr. Sadashiv Nayak,President Big Bazaar and Rajan Malhotra, President - Strategy and Convergence,Big Bazaar, believe that Consumers are always looking for best value for theirmoney. Big Bazaar's Sabse Saste 3 Din is a great opportunity for them to savemoney and gets best products at the best possible prices. These three days havecome to truly signify freedom from high prices for consumers in the country.

Maha Bachat ( save money) was introduced five years back ( in the year 2006 )and it is still running very successfully. It is known as one of Indias megashopping campaign.

Continuing its efforts to provide the best shopping deals and savings to Indianconsumers, Big Bazaar is always set to make Republic Day and IndependenceDays shopping, truly memorable, with rock bottom prices, best possible discountsand mega offers.

Apart from the flagship Big Bazaar and Food Bazaar stores, other future groupretail formats like Furniture Bazaar, Electronic Bazaar, Depot, and Home Bazaarstores are also a part of this mega campaign. From daily household needs of foodand grocery to apparels,

DISCOUNTS MALL LOCAL STORES

Knight Ridder Tribune Business News. Washington: Jul 29, 2009. pg. 1

ABSTRACT (SUMMARY)

An ET survey on the retail market shows that retail chains such as Big Bazaar and Vishal

Mega Mart are offering attractive schemes and selling products at cheaper rates. For

instance a kg of bottled Maggi tomato ketchup costs Rs 74 at Big Bazaar as against a


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maximum retail price of Rs 84, which a mom-and-pop store would charge. Also one can

buy a two litre bottle of Sprite for Rs 38 at Vishal Mega Mart instead of paying a market

price of Rs 42 at a local store.

VISHAL RETAIL TO EXPAND TO 5 CITIES

Business line. Chennai: Jun 24, 2009. pg. 1

ABSTRACT (SUMMARY)

The company inaugurated its first mall in [Pune], its first in the western region. Mr

Ramchandra Agarwal, Managing Director, said the company would expand to cities such

as Chandigarh, Ghaziabad, Patiala, Surat and Meerut.

Located at the KPCT Towers building at Fatima Nagar, the Vishal Mega Mart will give

Pune an experience of the latest in the world of fashion and trends.

The 22,000-square-feet second floor has supermarket, music stores, household items,

home appliances, car accessories, stationery, travel accessories, footwear, hardware

accessories and electrical appliances.

VISHAL RETAIL SETS UP SHOP IN MUMBAI

Knight Ridder Tribune Business News. Washington: Jul 21, 2010. pg. 1

ABSTRACT (SUMMARY)

Vishal's prices are roughly 15 to 20 percent less than other mass market garment labels.

Vishal Mega Mart promises to deliver all the shopping needs of the customers in

Mumbai. The store has been designed and planned to give a unique shopping experience


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to all its customers. The company aims at offering the customers a portfolio of products

at bargain prices.

RESEARCH

METHODOLOGY


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STATEMENT OF PROBLEM

OBJECTIVES:

MAIN OBJECTIVE

To do comparative study on the influences of Advertising and Sales promotion onthe sales of Big Bazaar and Vishal Mega Mart.

SECONDARY OBJECTIVES-

To find the most effective tool of Sales promotion technique to entice customersused by Retail businesses.

To study various advertising and sales promotion techniques used by Big Bazaarand Vishal Mega Mart.

To find out the influence of Advertising and Sales promotion on the sales of BigBazaar and Vishal Mega Mart.


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RESEARCH METHODOLOGY

RESEARCH DESIGN

DESCRIPTIVE RESEARCH- Descriptive research includes surveys and factsfindings enquiries of different kinds. The major purpose of Descriptiveresearch is the description of the state of affairs, as it exists at present. It

provides the data about the population or universe being studied. Descriptiveresearch is used when the objective is to provide a systematic descriptionthat is as factual as accurate possible. In this project we have to find whetherAdvertising and sales promotion influences the sales of the Big Bazaar andVishal Mega Mart, therefore our research is descriptive.

SAMPLE SIZE- The sample size that we have taken is 50 units, out of which thenumber of males and females were as follows-

Male-28 in number

Female- 22 in number

SAMPLE AREA- Since the research is on Retail Industry so the sample area thatis covered is as follows-

PRIMARY AREA Areas near the malls.

SECONDARY AREA- Areas of Ludhiana.

SAMPLE DESIGN- Simple random method

SOURCES OF DATA COLLECTION- Data collected in this project is bothcollected both from both primary and secondary sources of data collectionwhich are as follows-

PRIMARY DATA - Interview, Questionnaire

SECONDARY DATA - Internet, Magazines, Books, News Paper etc


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LIMITATIONS OF STUDY

Although it would have been nice to conduct a perfect research study, but this study is conducted under

certain limitations, which were faced while doing this research. So it is highly recommended to consider

these limitations while going through the project study.

These limitations are as follows:

1. LIMITATION OF DATA

The statistical data regarding the city was not available to us on secondary source of data and to generate

such data on the primary source was a task, which cannot be achieved in such a short time.

2. LIMITATION OF TIME

The limitation of time was another constraint in the study as the study had to be conducted in few

months therefore many aspects have been left unexplored. Locating the target customers is very time

consuming. Research period is not just much enough to know fully about the Price strategies &

consumers perception about BIG BAZAAR and VISHAL MEGA MART.

3. INHIBITIONS OF THE RESPONDENTS

The respondents did not reply the question with precision as they were busy with their own work or they

were not interested in taking part in such a research. Employees sometimes feel hesitated while telling

about their view about their marketing strategies.

Other Limitations are:-


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Sample size is limited due to the limited period allocated for the survey.

Getting accurate responses from the respondents due to their inherent problem is

difficult. They may be partial or refuse to cooperate.

Respondents may not be interested to give the data.

Sometime respondents are not taking interest in such type of surveys therefore there

is chance that they might be giving wrong information.

The respondents are free from all barriers so he/she can give his/her opinion which

may not be true in many occasions.


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ANALYSIS AND

INTERPRETATION


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ANALYSIS AND INTERPRETATION

Frequency to visit market for shopping

Frequency Percent

Daily 5 10.0

Twice a week 20 40.0

Fortnightly 11 23.0

Monthly 14 27.0

Total 50 100.0


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Like shopping during sales promotion offers

Frequency Percent

Highly agree 12 24.0

Agree 28 57.0

Not sure 8 15.0

Disagree 2 4.0

Total 50 100.0


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Most attractive sales promotion offers

Frequency Percent

Discount sales 26 53.0

Buy 1 get 1 free 10 19.0

Free gifts 9 17.0

Exchange offers 3 6.0

Loyalty programe 1 2.0

Games and contests 1 3.0

Total 50 100.0


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Visit to Big Bazaar

Frequency Percent

Yes 40 80.0

No 9 19.0

Cant Say 1 1.0

Total 50 100.0


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Frequency to visit Big Bazaar

Frequency Percent

Weekly 7 14.0

Fortnightly 5 11.0

Monthly 14 28.0

Sometimes 15 30.0

Total 42 83.0

System 8 17.0

Total 50 100.0


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Visit to Vishal Mega Mart

Frequency Percent

Yes 35 70.0

No 10 19.0

Other 5 11.0

Total 50 100.0


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Frequency to visit Vishal Mega Mart

Frequency Percent

Weekly 7 14.0

Fortnightly 8 16.0

Monthly 12 24.0

Sometimes 15 30.0

Total 42 84.0

System 8 16.0

Total 50 100.0


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.

Recall of biggest advertising campaign of Big Bazaar

Frequency Percent

Yes 14 28.0

No 35 70.0

Cant Say 1 2.0

Total 100 100.0


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Recall of biggest advertising campaign of Vishal Mega Mart

Frequency Percent

Yes 30 60.0

No 19 38.0

Cant Say 1 2.0

Total 100 100.0


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Preference for shopping rank wise at big bazaar

Frequency Percent

Very poor 6 12.0

Poor 5 10.0

Average 8 16.0

Good 10 20.0

Very good 20 40.0

Total 49 98.0

System 1 2.0

Total 50 100.0


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Preference for shopping rank wise at Vishal Mega Mart

Frequency Percent

Very poor 5 10.0

Poor 4 8.0

Average 5 10.0

Good 15 30.0

Very good 20 40.0

Total 49 98.0

System 1 2.0

Total 50 100.0


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FINDINGS ANDCONCLUSION


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FINDINGS AND CONCLUSION

Frequency to visit market for shopping

FINDING -Maximum people that are 40% like to visit market twice a week, 27

% of the people prefer to visit monthly, 23% of people visit fortnightly and very little percentage

that is 10% like to visit daily to the market

Like shopping during sales promotion offers

FINDING- Sales promotion is very effective tool to entice people for shopping as great number

of people that is more than 50% agree that they like to shop during various sales promotions

Most attractive sales promotion offers


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FINDING- Among the various sales promotions offered by the Big Bazaar discount sales is the

most preferred sales promotion by the customers. Around more than 50%of the people like to

shop during discount sales.

Visit to Big Bazaar

FINDING- Around 80% of people visit to Big Bazaar out of the 50 people surveyed.

Frequency to visit Big Bazaar

FINDING-Maximum people visit sometimes to big bazaar, that less than monthly though the

difference between the people who visit monthly and who visit sometimes is very insignificant.

Visit to Vishal Mega Mart

FINDING- Around 70% of people visit to Vishal Mega Mart out of the 50 people surveyed.

Frequency to visit Vishal Mega Mart

FINDING-Maximum people visit sometimes to Vishal Mega Mart, that less than monthly

though the difference between the people who visit monthly and who visit sometimes is very

insignificant.

Recall of biggest advertising campaign of Big Bazaar

FINDINGS- Among the 50 respondents 70% were not able to recall its latest largest

advertising campaign ,which means that Big Bazaar is very weak at its advertising ,it has to

increase its reach through all kinds of media not only during its sales promotion campaigns but

also through out the year.


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Recall of biggest advertising campaign of Vishal Mega Mart

FINDINGS- Among the 50 respondents 60% were able to recall its latest largest advertising

campaign, which means that Vishal mega mart is very Strong at its advertising as compared to

Big Bazar.

Preference for shopping rank wise at big bazaar

FINDING-Consumers prefer Big Bazaar for shopping; around 41% people rate it as very good

for shopping.

Preference for shopping rank wise at Vishal Mega Mart

FINDING-Consumers prefer Big Bazaar most for shopping; around 51% people rate

it as very good for shopping which is more than that of big bazaar

RECOMMENDATIONS

1. Big Bazaar should increase its aisle area for more convenient shopping to its

customers to compete with Vishal Mega Mart.

2. It should improve its ambience as its closest competitors are having edge

over it on this parameter.

3. Big Bazaar should have more of cash counters so that people does not have

to stand in long queue in order to get billing.


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4. Vishal Mega Mart should work on its advertising, though it is known for its

creative advertising but the message should reach to each of the target

customer so should use more rigorous use of all types of media.

5. It should change its Tagline which gives the same message but is still easily

distinguishable, as most of its competitors are having almost similar tag lines

that creates jargon for customer.

6. It can convert shopping in to a great experience by playing some good

music.

7. Big Bazaar has to improve its quality of products especially in apparels.

8. Vishal Mega Mart also has to improve its quality of products especially in

apparels.

a. I made my best efforts in conducting the research but might have lacked

somewhere because of lack of expertise in conducting such survey based

researches.


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BIBLIOGRAPHY

WEB LINKS-

http://www.media4exchange.com/

http://www.wark.com/

http://www.ibef.org/

http://www.economicstimes.com/

http://www.bigbazaar.com/

http://www.etretailbiz.com/

http://www.magportal.com/

http://www.retailindustry.about.com/

http://www.adpunch.com/
http://www.media4exchange.com/http://www.wark.com/http://www.ibef.org/http://www.economicstimes.com/http://www.bigbazaar.com/http://www.etretailbiz.com/http://www.magportal.com/http://www.retailindustry.about.com/http://www.adpunch.com/http://www.media4exchange.com/http://www.wark.com/http://www.ibef.org/http://www.economicstimes.com/http://www.bigbazaar.com/http://www.etretailbiz.com/http://www.magportal.com/http://www.retailindustry.about.com/http://www.adpunch.com/


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http://www.hindubusinessline.com/

BOOKS REFERED

Belch. E. George and Belch. A. Michael, Advertising and Promotion Sixth Edition,

Tata McGraw Hill.

Kotler Philip, Marketing management Eleventh Edition, Pearson Education.

Beri G.C.,Marketing Research Third Edition, Tata McGraw Hill.

QUESTIONNAIRE

Questionnaire on Marketing Strategies (Advertising and Sales promotion) of

Big bazaar and Vishal Mega Mart.

Date-------------

Q. No. --------------

Centre-------------

Non -Users

Dear Sir /Madam
http://www.hindubusinessline.com/http://www.hindubusinessline.com/


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i are doing a brief survey to find the effect of Advertising and Sales promotion on

sales of Big Bazaar and Vishal Mega Mart. We would be grateful if you spare few

minutes and participate in it. Thank you for your cooperation.

1. How often do you visit market for shopping?

Daily Twice a week Fortnightly Monthly

2. You like to shopping during various sales promotion offers ?

3. Which type of Sales promotion offers you find most attractive?

Discount sales

Buy 1 get 1 free

Free gifts

Exchange offers

Loyalty Program

Games and Contests

Others, Specify__________________________________

4. Do you visit Big Bazaar for shopping?

Highly agree Agree Not sure Disagree Highly

Disagree


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Yes No

If yes then how often?

Weekly Fortnightly Monthly

Sometimes

3. Do you visit Vishal Mega Mart for shopping?

Yes No

If yes then how often?

Weekly Fortnightly Monthly

Sometimes

4. What are the things that induce you for shopping in?

Rank according to preference on scale of 1 to 5 (1= Very Poor, 5= Very Good)

ATTRIBUTES Big

Bazaar

Vishal

Mega Mart

LOW PRICE

SALES PROMOTION

OFFERS

QUALITY IN AMBIENCE

INNOVATIVE

ADVERTISING


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ESSENCE OF INDIAN

NESS

CONVINIENCE IN

SHOPPING

5.Can you recall the biggest advertising campaign of Big Bazaar?

Yes No

If yes then specify _______________________________________

6. Can you recall the biggest advertising campaign of Vishal Mega Mart?

Yes No

If yes then specify _______________________________________

7.Given a choice for shopping, where would you like to go?

Rank according to preference on scale of 1 to 5 (1= Very Poor, 5= Very Good)

BIG

BAZAAR

SPENCER SUBHIKSHA SALASAR VISHAL

MEGA

MART

8. What is combination of colors in logo of Big Bazaar?

Red and White


74/75

Blue and Green

Orange and Blue

Black and White

9. What is color in logo of Vishal Mega Mart?

Red

Blue

Orange

Black

10. Do you feel the same comfort while shopping in Big Bazaar/Vishal Mega Mart

even during the MAHA SALE OFFERS also?

Yes No Not sure

11.What is the Tag line of Big Bazaar?

______________________________________

12. What is the Tag line of Vishal Mega Mart?

______________________________________


75/75

13.Can you suggest something that Big Bazaar or Vishal Mega Mart can do to

improve its services?

____________________________________________________________

___________________________________________________________

DEMOGRAPHICS

Name ______________________

Gender-

Male Female

Age Group-

16-25 Years 25-35 Years 35-above

Occupation

Documents

Final Saket 723