Professional Documents
Culture Documents
Marketing strategy involves mapping out the company’s direction for the
forthcoming planning period, whether that be three, five or ten years. It involves
undertaking a 360 review of the firm and its operating environment with a view to
identifying new business opportunities that the firm could potentially leverage for the
competitive advantage. Strategic planning may also reveal market threats that the firm
may need to consider for long-term sustainability. Strategies planning makes no
assumptions about the firm continuing to offer the same product to the same
customers into the future. A marketing strategy grows out of a company’s value
proposition. The value proposition summarizes the competitive advantages a company
has in its market .The value proposition usually provides the key message for
example, is a discount retailer with “everyday low prices, ”and its business operations
and marketing revolve around that. A company is never creating a marketing strategy
from scratch.
CHAPTER 2
2.1 RESEARCH METHODOLOGY
Research in common pursuance refers to a search for knowledge in a scientific and
systematic way for pursuant information on a specified topic.
Once the objective is identified that next step is to collect the data which is
relevance to the problem identified and analyze the collected data in order to find
out the hidden reasons for the problem. There are two types of data namely.
Primary data
The Primary data collection has been through questionnaires to all types of target
samples also on the basis of questionnaire and observing the socio-economic, living
and working aspects of the sample in their behavioral pattern experts from this field.
The main methods of collecting data is questionnaire.
Secondary data
Secondary data has been collected through a wide range of written materials. E.g. to
understand the philosophy of marketing strategy. These include research papers,
articles in various magazines and journals etc. Other sources used for collecting data
are downloads from companies’ websites, newspaper reports, technical and trade
journal, books, magazines.
CHAPTER 3
LITERATURE REVIEW
Review of literature provides information to the researchers regarding the previous
work done in their area of research and thereby helps in identifying the theoretical
framework and methodological issues relevant to the study there were number of
theoretical and empirical studies on the various aspects of flowers cultivation. In this
chapter, most related studies have been reviewed.
Goyal and Aggarwal (2009) examined the relative importance of various products
purchased at organized retail outlets and the choice of the format, the customer has
when purchasing a product. The results of the study depicts that food and grocery,
clothing, apparels and services, books, music and gifts, foot ware and entertainment
are the order of importance for various items for organized retailing. The most
appropriate retail formats for various items are food and grocery – supermarket
,health and beauty care services- supermarket ,clothing and apparels –mall;
entertainment –mall, watches –hypermarket pharmaceuticals, hypermarket ,mobile ,
accessories and services- hypermarket;footwears departmental store.
CHAPTER 4.
OVERVIEW OF BIG BAZAAR
INDUSTRY OVERVIEW
Retails India’s largest industry, accounting for 10 % of the country’s GDP and
around 8 % of the employment. Retail industry in India is at the crossroads. It has
emerged as one of the most dynamics and fast paced industries with several players
entering the market. But because of the heavy initial investments required, break-even
is difficult to achieve and many of these players have not tasted success so far.
However the future is of 24 years, nuclear families in urban areas, along with
increasing working- women population and emerging opportunities in the service
sector are going to be the key growth drivers of the organized retail sector in India.
SOME KEY FACTS:
Retail is India’s largest industry accounting for over 10% of the country’s GDP and
around 8 % of the employment.
The market size of Indian retail industry is about US $312 billion.
CONSUMER DEMAND
Big Bazaar is an Indian retail store that was opened by Sarvesh a chain
of hypermarkets, discount department stores, and grocery stores. The retail chain was
founded by Kishore Biyani under his parent organization Future Group, which is
known for having a significant prominence in Indian retail and fashion sectors. Big
Bazaar is also the parent chain of Food Bazaar, Fashion at Big Bazaar and eZone
where at locations it houses all under one roof, while it is sister chain of retail outlets
like Brand Factory, Home Town, Central, zone, etc.
Founded in 2001, Big Bazaar is one of the oldest and largest hypermarkets chain of
India, housing about 250+ stores in over 120 cities and towns across the country. Big
Bazaar’s all over India attract underestimated how many people are going to fly and
that why our airports get crowded
COMPANY OVERVIEW
4.6 COMPANY PROFILE
BIG BAZAAR
Parent group Future group
Owner Kishore Biyani (CEO)
Founded 2001
Headquarter Jogeshwari, Mumbai
Industry Retail
Product:
The product in the marketing mix of Big Bazaar can be classified into the following
categories – Apparels, Food, Farm Produce, Home and Personal Care and Chill
Station. Apparels usually comprise denims and T shirts, fabrics and cut pieces, casual
clothing, party clothing, ethnics wear, accessories, under garments, dress materials,
sarees and the likes. Big Bazaar offers food which comprises ready to eats, ready to
cook packages, spices, chilled drinks, tea and coffee etc. Farm products include
vegetables, fruits, dairy products and imported fruits/vegetables and luxury fruits.
Chill stations are at Big Bazaar offering soft drinks, packages juices, milk and milk
products, frozen foods and ice creams. Home and personal care include detergents,
soaps, creams, deodorants, plastic products and crockery. Other than these Big Bazaar
also offers Electronics, Fashion and Jewelers items and Kids and Child products.
Price:
Big Bazaar has always endeavored to strike a good balance between profitability and
value pricing of its products. Since major target audiences for Big Bazaar comprises
middle class homemakers, value for money and competitive pricing is the strategy
adopted. This in conjunction with multiple offers, sales, special discounts, seasons
offs etc. make purchasing from Big Bazaar.
Place:
Big Bazaar’s strategy of correctly identifying areas which have high potential
development and growing purchasing power and invests in real estate for the opening
of their retail stores. These are usually areas high in population and traffic movement.
Promotion:
Big Bazaar is known for promoting its products in very catchy, easy to remember
ways using memorable punch lines. For below the line promotion, they offer
discounts and coupons along with money back guarantees and several exchange
offers. For Above the line promotion Big Bazaar run advertising campaigns on
television and radio while also publishing print ads in newspapers and magazines,
besides online promotion. Hence the promotional strategy in the marketing mix of Big
Bazaar is mostly a 360 branding technique.
2. FINANCE DEPARTMENT
Finance is the life blood of business. It also prepares the budget for expenditure at
various levels on different items. This department is also responsible for deciding and
giving weekly, monthly and yearly sales targets and the margins for all the department
separately. The Finance department is also responsible for collecting and depositing
the income.
3. MARKETING DEPARTMENT
Marketing concept is a customer orientation backed by integrated marketing aimed at
generating customer satisfaction as the key to satisfying organizational goals. For a
firm in order to implement the marketing concept it focus its attention on the
customers, ascertain his/her needs, discuss and wants before.
Every brand appeals to individual customers in different ways. Good customer service
is the life of any business. Good customer service is all about attending to existing and
potential customers. This maintaining good relationship with the customers is the key
to business success and hence the concept relationship marketing
. 4. LOGISTICS
Logistics is a very important department of big bazaar. It is responsible for procuring
the stock of all the products of the different departments. The logistics department
receives the goods from the warehouse.
The logistics department receives the stock of different goods and verifies the quantity
and quality of the goods with the particulars given in the goods received statement
which it receives along with the stock.
5. SALES DEPARTMENT
This department is responsible for the collection of sales amount I., cash sale. There
are in all 18 cash counter in the store. There is Head Cashier to whom all the cashiers
report and the total sales amount collected throughout the day by the cashiers. In
addition to cash all leading credit and debit cards accepted at no extra charge. Also
Big Bazaar vouchers and Sodexho coupons are also accepted.
7. ADMINSTRATION
The store administration comes under the Store Manager. Its functions are store
maintenance, housekeeping security etc.
The store maintenance is concerned with the proper running of the store in co-
ordination with the departments. It’s also has to ensure proper back-up power supply
in times of power cuts. The housekeeping is concerned with keeping all the
department of the store clean and neat all the time. Covers and other wastes should be
properly cleaned and the floor is swept regularly to keep it clean.
5.11 PRODUCTS IN BIG BAZAAR
Home lien items: Like bed sheets, pillow covers, carpets to kitchen utility
items like steel utensils and crockery and minor utility item are available in
big bazaar.
Electronic items: Like Mixture, Vacuum cleaner, music system, washing
machine.
Footwear: In section footwear for men, women and also kids are footwear
available in big bazaar.
Toys: All kinds of toys for children is available in big bazaar.
Men, ladies and kids wear: In this section includes fashion and casual wear
for men ladies and kids both are available in big bazaar.
Stationary: All kind of office stationary for school going kids it available in
big bazaar.
Foods items: Foods are available outside of big bazaar.
Grocery: All types of grocery are available in big bazaar.
Cosmetics items: All products are available in big bazaar.
5.12 INDIAN HOUSEHOLD PURCHASE PATTERN
CHAPTER 5.
SWOT ANALYSIS
Competition from other value retail chains such as Shoprite, Reliance (Fresh
and trends), Hyper city and D mart.
Unorganized retail also appears to be a threat to Big Bazaar’s business. A large
population still prefers to visit local convenient stores for daily purchases
Changing Government policies
International players looking to foray India
CHAPTER 6
INTERPRETATION
From the above study 72.2% customers visit at big bazaar once in a month.18.6%
customer’s visit at big bazaar twice a month as per 97 responses of customers. So most of
them visit at big bazaar once in month.
INTERPRETATION
As per the above pie chart 102responses, 72.5%customers influence media like TV
to buy at big bazaar.18.6% customers influence media like Newspaper to buy at big
bazaar. Most of customers influence by media like TV at big bazaar.
INTERPRETATION
According to study 103 responses, 65% customer’s assistance process in big bazaar is
satisfied. And 31.1%customer’s assistance process in big bazaar is good.
INTERPRETATION.
As per the above pie chart most ofresponses, 71.6% customers says good order taking
by big bazaar. 18.6% customers says better order taking process in big bazaar. So
most of customers are says that order taking process in big bazaar are good.
INTERPRETATION
From the above figure of 103 responses, 78.6% customers think yes that the services
of discount offered by big bazaar attract for impulse buying.13.6% customers think
may be the services of discount offered by big bazaar attract for impulse buying.
INTERPRETATION
As per the pie chart 100 responses, 84% feels that good offers on big bazaar are
costlier as compare to other shopping mall. And 11% customer feels that may be offer
on big bazaar are costlier as compare to other shopping mall.
INTERPRETATION
From the above study of 102 responses, 81.4% customers satisfied overall
satisfaction level rate abut service provided by big bazaar.13.7% customers says
neutral overall satisfaction level rate about service provided by big bazaar.
INTERPRETATION
Accordin to study of 103 responses, Most of customers discount offer promotional
service expect from big bazaar.
INTERPRETATION
As per the above pie chart of 102 responses most of customers are happy with the
location of big bazaar in this pie chart.
INTERPRETATION
As per the above pie chart of 101 responses, most of customers affects the purchasing
style of Wednesday sale.
INTERPRETATION
From the above pie chart of 103 responses most of customer are first prefer store
rather than big bazaar.
INTERPRETATION
According to survey of 101 responses most of customers below 3000 level of
shopping from big bazaar.
INTERPRETATION
According to survey of 102 responses most of customer below 2km between house
and big bazaar as per in given pie chart.
INTERPRETATION
According to survey of 101 responses most of customer purchase clothes products in
big bazaar.
INTERPRETATION
According to survey of 103 responses most of customers purchasing behind big
bazaar is due to offer as per given in the pie chart.
INTERPRETATION
According to survey of 99 responses most of the customers big bazaar as compare to
store offer is low as given in the pie chart.
INTERPRETATION
According to survey 102 responses most of customers think yes big bazaar is more
affordable for everything.
INTERPRETATION
According to survey of 103 responses most of customers are accompanies with family
for purchasing at big bazaar.
INTERPRETATION
After conducting the study and Understanding the challenges of Big Bazaar
marketing strategies the company can excel with the right combination of
conditions, motivations, training or natural talent.
Addressing poor leadership skills in some of the employees becomes the root
of the problem.
Remind her of her strengths and motivations to help her gain confidence. Help
her set detailed goals that include measurable milestones and reasonable
deadlines. If feasible, provide additional resources or manpower necessary to
help the leader.
To fix your non-productive marketing efforts, They must first identify the
problem areas. Utilize an analytical tool to determine the aspects of your
strategy that aren’t working.
For your fruitful marketing efforts, you can rinse and repeat. But you will need
to switch up your game plan to fix ineffective marketing techniques. If you are
running a social media campaign and a particular site is bringing in minimal
traffic, you might want to experiment with an alternate strategy.
We’ve all heard the saying that “change is always good,” right? Wrong.
Change is a constant at every organization, but employees have quickly
become the number one opponent of change. There are several different
reasons why employees have learned to resist change, but the primary reason
is the bad management of change in the workplace.
“In companies, the managers and advisors are the ones who have to implement
change, but that’s where the problem arises. When managers are just the
messengers agent of change,” which leads to poor communication..
Unfortunately, most employees won’t respond to change with the happiness
and glee that is expected; companies need to understand that there is going to
be resistance.
Reasons for Resistance to Sustainability of Big Bazaar Marketing Strategies
Job Loss:
Job loss is a major reason that employees resist change in the workplace. With
all these needs comes the opportunity for the company to downsize or create
new jobs, and this is where the fear of job loss comes into play.
Poor Communication and Engagement
Communication solves all ills. But a lack of it creates more of them. This is
another crucial reason why employees oppose change. How the change
process itself is communicated to the employees is very important because it
determines how they react. .
Lack of Trust
Trust is a vital tool to have when running a successful business. In
organizations where there is a lot of trust in management, there is lower
resistance to change.
The Unknown
We already mentioned communication, and a lack of it causes employees to
feel like they don’t know what’s going on. If companies are constantly
experiencing times where the future is unknown, there is also a good
possibility that employees won’t respond to change well.
Poor Timing
Timing is one of the biggest problems when it comes to change. A lot of the
time, it’s not the act itself that creates the resistance, but how and when it is
delivered.
Growth
Big bazaar has launched new marketing strategy which based
Keep west-aside. Make a smart choice!
Shoppers! Stop. Make a smart choice!
Change your lifestyle. Make a smart choice!
CHAPTER 9
SUGGESTION & CONCLUSION
More focus on direct marketing should be given in order to attract more&
more customers.
Big Bazaar doesn’t have an online website, so they should create a new website,
which is updated on the regular basis.
They also concentrate on hoardings advertisements they should show ads and
promotional offers in regular interval in languages like Hindi and English.
Separate billing counter should be provided for shoppers, purchasing few products
for faster customer turnover.
The company must go for some more promotional activities rather than T.V,
advertisement, hoarding and newspaper
The company may adopt policy of discounts cards, and gift to customers while
purchasing the products.
Innovation efforts must be launched to improve the position through better marketing
strategies.
The quality of the retail service needs to be improved in terms of clarity and
connecting.
New technologies can be implemented in all department.
In all situation the store gave customers a chance to talk.
CONCLUSION
Lastly I would like to conclude topic on Big bazaar is a major complex for today’s customers.
The concept of everything under one umbrella and competitive price brings more customers
to the store. From that we can understand that big bazaar provide quality products as low
price and thus it justify the statement ‘Is se sasta aur accha kahin nahi!’ The Customer are
more attracted towards discount schemes & sales. Various product lines also attract
customers to choose their retails stores. The respondents are of BIG BAZAAR, and they came
to know about the service from hoardings, print media, are show secondarily. The
purchasing power of the consumer has also increased; giving rise to his wants and needs. It
is over here that big bazaar a retail chains such as Big Bazaar come into picture satisfying
various customer needs under one roof.
The customers are highly satisfied with the variety of products, but at the same time they
are not happy with the quality and availability of the products. Big Bazaar store are able to
provide about all categories of items related to food, health, beauty products, clothing,
footwear, durable goods so it become quite easier for the customer to buy from one shop
and hence is a convenient way of shopping when compared to unorganized retailing. The
majority of the customers belong to middle class family. There is vast growth of Big Bazaar
lying as customers demand is increasing for Big Bazaar. Most of the people do their monthly
shopping in Big Bazaar. People not only visit at big bazaar to do shopping but also visit for
outing purpose as it provide a very nice ambience to its customers .As people go to malls
they just tend to move around big bazaar.
BIBLIOGRAPHY
www.google .com
www.en.wikipedia.org/wiki/Big Bazaar
www.slideshare.net
18-25
25-35
35-45
45&above
2. Do you visit at Big Bazaar?
Yes
No
May be
3. How often do you visit at Big Bazaar?
Twice a week
Twice a month
Once in a week
Once in a month
Hoarding
Newspaper
Boucher’s
Other media
5. How is the customer assistance process in Big Bazaar?
Good
Satisfied
Average
6. How is the order taking process in Big Bazaar?
Good
Better
Average
7. What is your satisfaction level rate about….services provided by Big Bazaar?
Very Satisfied
Satisfied
Neutral
Dissatisfied
8. Do you think that the services of discount offered by Big Bazaar attract you for
impulse buying?
Yes
No
May be
9. Do you feel the good offers on Big Bazaar are costlier as compare to other
Shopping mall?
Yes
No
May be
10. What is your overall satisfaction level rate about service provided by Big
Bazaar?
Satisfied
High satisfied
Neutral
Dissatisfied
11. Which promotional service do you expect from big bazaar?
Discount offer
Coupons
Free gift
Credit card
12. Are you happy with the location of big bazaar?
Yes
No
May be
13. Does the Wednesday sale really affects yours purchasing style?
Yes
No
May be
14. Which store you prefer first?
Store
Big bazaar
Other
15. Level of shopping from big bazaar?
Below 1000
Below 3000
More than 5000
16. Distance between your house and big bazaar?
Below 2km
Below 5 km
Below 10km
17. Types of products you prefer to purchase?
Clothes
Grocery
Food
Any other
18. Reason behind in big bazaar?
Quality
Price
Offers
19. Offers of big bazaar as compare to store?
Low
High
Same
20. Do you think big bazaar is more affordable for everyone?
Yes
No
May be
21. Who accompanies you for purchase?
Family
Friends
Alone
22. Have you seen the advertising of big bazaar?
Yes
No
May be
23. What time of the day do you prefer purchasing in big bazaar?
Morning
Afternoon
Evening
24. Ranks the following feature of big bazaar the basis of (Quality)?
1
2
3
4
5
25. How much time do you spend in big bazaar?
30min
1hrs
2hrs
26. Ranks the following feature of big bazaar on the basis of your (price)?
1
2
3
4
5
27. Are you prefer in big bazaar at festival season?
Yes
No
May be
28. Do you satisfied with the information about product which s provides by
employees of big bazaar to its customer?
Yes
No
May be
29. Do you satisfied with the billing system of big bazaar?
Yes
No
May be
30. Do you like big bazaar?
Yes
No
May be