A

PROJECT REPORT
ON
RETAIL MANAGEMENT OF
BIG BAZAAR

In fulfillment of the requirements for

Post Graduate Degree in Bachelor of Management studies
(TYBMS)
(2012-2013)

Group Member
Avinash Verma
Hamza khan
Zakariya khan
Masueddin Ansari

52
26
28
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UNDER THE GUIDANCE OF:

Prof. Ahteesam Ansari

INDEX

CONTENTS
1. INTRODUCTION
2. COMPANY PROFILE
3. MARKETING MIX
4. CUSTOMER SERVICES IN BIG BAZAAR
5. SWOT ANALYSIS
6. CONCLUSION
7. RECOMMENDATIONS
8. BIBLIOGRAPHY

INTRODUCTION

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer marker.
Headquartered in Mumbai (Bombay), the company operates over 5 million square feet of
retail space, has over 450 stores across 40 cities in India and employs over 18,000people.
The companys leading formats include Pantaloons, a chain of fashion outlets, Big
Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends
the look, touch and feel of Indian bazaars with aspects of modern retail like choice,
convenience and quality and Central, a chain of seamless destination malls. Some of its
other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station.
The company also operates an online portal, futurebazaar.com.
As customers tastes and preferences are changing, the market scenario is also changing
from time to time. It is the changing tastes and preference of customer which has bought
in a change in the market. Income level of the people has changed. New generation
people are no more dependent on haat market and far off departmental stores. Today we
can see a new era in market with the opening up of many departmental stores, hyper
market, shoppers stop, malls, branded retail outlets and specialty stores. . My study is
based on a survey done on customers of a hypermarket named big bazaar. Big bazaar is a
new type of market which came into existence in India since 1994. It is owned by
pantaloon retail India Ltd. It is a type of market where various kinds of products are
available under one roof. My study is on determining the customers buying behavior of
customers in big bazaar and the satisfaction level of customers in big bazaar. My study
will find out the current status of big bazaar and determine where it stands in the current
market. This market field survey will help in knowing the present customers tastes and
preferences. It will help me in estimating the customers future needs, wants & demands.

COMPANY PROFILE

Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation. It
is a subsidiary of Future Group Venture Ltd's, and follows the business model of United
States-based Wal-Mart. Facilities offered by Big Bazaar Online shopping: Big Bazaar
has an official website, FutureBazaar.com, which is one of the most favorite sites among
people of India for online shopping. Future Bazaar is an online business venture of Future
Group, which sells an assortment of products such as fashion, which includes
merchandise for men and women, mobile accessories, mobile handsets and electronics
like home theatres, video cameras, digital camera, LCD TVs, kitchen appliances and
many more.
Discounts: Hfte ka sabse sasta din was introduced by the Big Bazaar, wherein extra and
special discounts were offered on Wednesday every week, to attract the potential buyers
into their store.
Security check: At each exit of Big Bazaar, they use alarm systems or Electronic Article
Surveillance system, which detects the products that has attached tags or not.

1. Big Bazaar is a chain of hypermarket in India, which caters to every familys needs
and requirements.
2. Big Bazaar has released the doors for the fashion world, general merchandise like
sports goods, cutlery, crockery, utensils, and home furnishings etc. at best economical
prices.
3. Big Bazaar group offers more than 100 stores all over the country with an
amalgamation of Indian bazaars feel and touch with a convenience and choice of the
modern retail facilities
4. The worldwide country chain, Big Bazaar, is formed by CEO of Future Group, Mr.
Kishore Biyani. Their basic attraction associated with reasonable prices is their Unique
Selling Price.
5. Big Bazaar has become a massive hit with lower middle-class and middle class people
as a major client base.
6. Reflect the look and feel of Indian bazaars at their modern outlets.

MARKETING MIX

4 PS of Big Bazaar

PRICE MIX
Value Pricing (EDLP)
Promotional Pricing
Low Interest Financing
Psychological Discounting
Special Event Pricing
Differentiated Pricing
Time Pricing
Bundling

PLACE MIX
Initially Identifies Future/Potential development areas.
Acquire such areas at an early phase before the real estate value booms.
Located at high traffic areas.
Design to look crowded.

PROMOTION MIX
Saal Ke Sabse Saste 3 Din
Future Card(3%Discount)
Advertising(Print ads, TV Ads, Radio)
Brand Endorsement by M.S DHoni
Exchange Offer
Weekend Discount
Point of Purchase Promotion

CUSTOMER SERVICES WITH REFERENCE

TO BIG BAZAAR
Customer service is the provision of services to customers before, during and after a
purchase.
According to Turban Customer service is a series of activities designed to enhance the
level of customer satisfaction that is, the feeling that a product or service has met the
customer expectation."
Its importance varies by product, industry and customer; defective or broken merchandise
can be exchanged, often only with a receipt and within a specified time frame. Big
Bazaar will often have a desk or counter devoted to dealing with returns, exchanges and
complaints, or will perform related functions at the point of sale; the perceived success of
such interactions being dependent on employees "who can adjust themselves to the
personality of the guest,"
Customer service plays an important role in an organization's ability to generate income
and revenue. From that perspective, customer service should be included as part of an
overall approach to systematic improvement. A customer service experience can change
the entire perception a customer has of the organization.
Customer support is a range of customer services to assist customers in making cost
effective and correct use of a product. It includes assistance in planning, installation,
training, trouble shooting, maintenance, upgrading, and disposal of a product.
A multi-task position drawing on extensive CUSTOMER SERVICE experience to
advance a proven track record for developing and maintaining key accounts and
improving departmental efficiencies.

Objectives of Customer Services

Provide customers and staff with clear standards and expectations
Ensure all customer contact reaches an appropriate conclusion
Minimize incidences of repeat contact
Seek to provide a seamless service for customers
Provide equal and easy access to our services at a time, place and channel that
meet the needs of residents, businesses and other stakeholders
Cater for customers needs irrespective of age, gender, physical or financial ability,
ethnic origin, race, religion or geographical location
Provide a prompt, courteous and knowledgeable response to all customer
enquiries.
Equip our staff to provide customers with an excellent standard of service
Enable our customers to provide feedback easily, through complaints, customer
surveys, etc
Use customer compliments, comments and complaints to drive improvements to
service
Improve the speed, quality and consistency of response to enquiries by having our
information in a format that can be easily accessed

Customer Segmentation of Big Bazaar

Big Bazaar target higher & upper middle class customers.
The large and growing young working population is a preferred customer segment.
Big Bazaar specially targets working women & home markets who are the primary
decision maker.
Good customer service is the lifeblood of any business. You can offer promotions
and slash prices to bring in as many new customers as you want, but unless you
can get some of those customers to come back, your business won't be profitable
for long.
Good customer service is all about bringing customers back. And about sending
them away happy - happy enough to pass positive feedback about your business
along to others, who may then try the product or service you offer for themselves
and in their turn become repeat customers.

Big bazaar use 8 golden rules to deal

with Customer Services.
Answer the phone.
Dont make promise unless you will keep them.
Listen to your customer.
Deal with complaints.
Be helpful.
Train your staff to be always helpful, courteous and knowledgeable.
Take the extra step.
Throw in something extra.

Customers
Bazaar

Online

services

shopping:

Big

offered

Bazaar

has

an

by

Big

official

website,

FutureBazaar.com, which is one of the most favorite sites among people of India
for online shopping. Future Bazaar is an online business venture of Future Group,
which sells an assortment of products such as fashion, which includes merchandise
for men and women, mobile accessories, mobile handsets and electronics like
home theatres, video cameras, digital camera, LCD TVs, kitchen appliances and
many more.

Discounts: Hfte ka sabse sasta din was introduced by the Big Bazaar,
wherein extra and special discounts were offered on Wednesday every week, to
attract the potential buyers into their store.

Security check: At each exit of Big Bazaar, they use alarm systems or
Electronic Article Surveillance system, which detects the products that has
attached tags or not.

Customer oriented Strategy

Attracting & retaining customers.
Uses Non- Traditional Strategy.
Moving demo-trolley.
Used young population as strategic blessing.
Attractive Design, interior & good atmosphere.

Competitors of Big Bazaar with regard to

services
Wal-Mart
Reliance
Shoppers stop
Vishal mega mart
Local retailers

Big Bazaar targets to be achieved

The aim is to increase the retail business to around 30 million square feet by 2011
as compared to 8 million square feet of now.
To become a substantial part of every Indians wallet.
To get across 30% of the population of entire nation which is now just 8%.
To increase organized retail from 3% to at least 18-20% in next 2 years.

SWOT ANALYSIS
1. Strengths
Everyday low pricing
Point of purchase
Experience marketing team executive staff
Emphasis on providing total customer satisfaction
Variety of stuff under single roof
Maintain good employee-employer relationship

2. Weakness
Failing revenue/sq.ft
Unable to meet store targets
Unavailability of popular brands

3. Opportunities
Population of country is growing where the scope of market is kept on increasing
for retail sector.
Evolving consumer preference

 Organized retail presently nearly 5% in India. So it acts as a great opportunities to

the organization for its growth.

4. Threats
Competition from organized retail players which are in market and are emerging.

Competition from local retailers.

RECOMMENDATIONS
Advertising is the basic and most prominent tool to increase the awareness of
product. So, Big Bazaar should use this tool to increase their share in the market.
Retail business is successful only when they have a good customer services.
Customer loyalty can only be gain by providing good or satisfied services to the
customers.
Most respondents take on the spot decision of buying different products because of
the various attractive products displays. So pretty combination with good services
should be done to retain customers.
Quality play a major role because most respondent said that they want a quality
product and thats also the one of the reason for most of the respondents sticking
to particular brand.
Customers are very price conscious they are having many options in the market.
The following steps should opt : Should follow more of high low pricing rather than everyday low pricing
Should go for a weekly coupon system as it hold more of the loyal customers.
Should provide good customer services so that customer like to visit again.
There should be a proper assortment of various product categories.
Proper training should be provided to the customer so that they can deal with
customer efficiently
Various offers can be provided to them to attract new customers.
Quality in product should be reach up to mark.

CONCLUSION
As most of the retail industries did market research before entering into market.
Same thing was done by Big Bazaar. Location, market, consumer perception
analysis was done by big bazaar.
In one year, much more diversification was done in it. And to retain customers
they use many loyalty programs & IT techniques.
Big bazaar, a part of future group is a hypermarket offering a huge array of goods
of good quality for all at affordable prices. Big bazaar with over 140 outlets in
different part of India is present in both the metro cities as well as in small towns.
Big bazaar can attract more customers by different variety an d assortments.
They can improve customer satisfaction by providing home delivery services.
We can conclude that Big Bazaar has one of the major retail industry in india.
Working environment is good and also the various facilities is provided to increase
the customer services.
There exist a healthy & strong relationship between employees and managers.
The employees accept their responsibility wholeheartedly and perform the services
in well manner that satisfied the customers.

BIBLIOGRAPHY
References
1. Philip Kotler, marketing management, (Pearson education, 12thedition)
2. Naresh Malhotra marketing research (An applied orientation).
Research design, (Prentice hall of India pvt. 5th edition)
3. Berman B and Evans J.R, Retail Management (Pearson education, 10th edition
4. Service Marketing by M.K Rampal
5. Integrated service marketing (4th edition) by Zeithmal

Internet web sites

1. Bigbazaar.co.in
2. Literature review on bigbazaar.com
3. Retailseminar.in
4. Organizedretail.co.in
5 google.com
6 www.futuregroup.com