Bathinda Up-coming Big Bazaar

Sumaya rastogi

Objective

To understand the psychology of the consumer about Big Bazaar and their buying patterns and what perceptions customers formed after shopping.

Administered questionnaire, done in the market and door to door

Tool

550 Customers
Sample Size

20/04/2010 to 20/07/2010 ~ 90 Days

Duration

AGENDA
1. 2. 3. Introduction to Industry Introduction to Company Competitors

4.
5. 6.

SWOT Analysis
Projects Undertaken Methodology

7.

Findings

8. Learning 9. Recommendations

What is Retailing
The term Retailing refers to any activity that involves a sale to an individual customer. Retailing is the interface between the producer and the individual consumer buying for personal consumption.

RETAIL

ORGANISED

UNORGANISED

Size of Indian Retail

Size Estimated size of retail in India (in $bn) Share of organized retail (%) in India Size of organized retail in India (in Rs) 353 7 78,300 Cr 2008 416 12 2,30,000 Cr 2010 Percentage Change 18 71 194

Source: http://www.indiaretailing.com/india-retail-report.asp

Kuber complex Varanasi

Introduction to Big Bazaar

About Big Bazaar Out let Parent group Owner Founded Head quarter Industry website Tag line Hyper mart Chain of development store in India 132 out lets Located in India Future group Kishore Biyani (CEO) 2001 Jogeswari , Mumbai Retail www.bigbazar.com Is se sasta aur achha kahin nahi.

Competitors

Swot Analysis
Strengths Better understanding of customers helping the company to serve them better. Vast range of products under one roof helping in attracting customer and their family to shop together and enjoy the experience. Benefit of early entry into retail industry. Diversified business operating all over India in various retail formats. Ability to get products from suppliers at discounted price due to scale of business. Weakness High cost of operation due to large fixed cost. Very thin Margin. High attrition rate of employees.

Opportunities
Lot of potential in the rural market. Can enter into production of various products due to its in depth understanding of customers taste and preference. Can expand the business in smaller cities as there is a lot of opportunity. Threats High business risk involved. Lot of competitors coming up to tap the market. Margin of business reducing all the time.

Projects Undertaken
Project I- Pre launch preparation of launch of Hyper Market Store at Bathinda, Punjab. Catchment Analysis
Exploring the efficacious and cost efficient marketing communication tool in the town Team building for the upcoming store of Big Bazaar Project II- Customer profiling and perceptual mapping of customers of Big Bazaar, Zirakpur.

Methodology Adopted
Administered Questionnaire Interviews Close Observations Advertising through different media

Findings of Study
Consumer in Bathinda city are not well exposed to hypermarket. Discounts and festivals affects impulsive buying behavior of customer Consumer are very much quality conscious, so more than 60% buys branded. No local brand in Electronics, Big Bazaars KORYO & SENSEI can do well to capture the market. Best marketing communication tool in the town is Cable TV ad & Leaflets. Majority of the customers interacted were regular customers of Big Bazaar, who buys grocery and apparels from Big Bazaar. Majority of the customer attracted by the ambience of the store and like one stop shop, they think they have more options to buy while coming to Big Bazaar.

Recommendations
Marketing Strategy Pricing Using low cost product to attract consumer , Once organization has established a relation with consumer via lost cost product , organization can sell additional, high-margin products and services that enhance the consumer's interaction with the low-cost product or service So pricing should be taken care of very carefully to capture the maximum share of market, because in bathinda consumer think about price after quality. Promotion Best way of promotion in bathinda is Advertisement in newspaper and TV. Total Circulation of Newspaper in Bathinda city is 30000. Mostly watched cable channel is Fastway Cinema and Fastway Music.

 Hoardings and Banners on main locations of the city , Promotion on Traffic lights , bus stand and mall road . Grand Opening to attract maximum no. of consumer and grand offers in starting days of store to capture more market. Flag march by rally consist of Elephants, Horses, and 100 people with band or Music Calling a celebrity like Bhagwant Mann, who has strong hold in that area and can capture the maximum intention of consumer. By sending the promotional message to the resident of city and surrounding areas through telecom companies.

Learning
How to market products and services.

How organizational work is taken place in a retail store.

What are the grounds requirements of any hypermarkets to launch any store or products. How to analyze customers buying behavior. How to interact people. How to handle team and vendors.

Future strategy of Big Bazaar

Front end operation Big Bazaar Express (<40000 sq.ft)
Standard Big Bazaar (40000 to 80000sq. Ft)

Big Bazaar

Big Bazaar Supercentres (<75000 sq ft)

Back-end Operation In JV with Foreign Partner