A PROJECT ON MARKETING STRATEGIS OF BIG-BAZAAR & CONSUMERS SATISFACTION IN BIG-BAZAAR (AVANI MALL) POWERED BY FUTURE GROUP RAJARHAAT NEW-TOWN,

KOLKATA, W.B JUNE-AUGUST 2012

UNDER GUIDENCE OF SUBHODEEP PAUL (FUTURE GROUP ZONAL OFFICE, KOLKATA) ANIRBAN KUNDU (FUTURE GROUP ZONAL OFFICE, KOLKATA) AND PROFESSOR SOURAV BHATTACHARYA (BSM BARASAT, KOLKATA) SUBMITTED BY ARKABRATA BANDYAPADHYAY (MBA 3rd SEM, SECTION A 2011-2013)

INDEX

Topics
1. Introduction Retail Industry In India Abstract Overview of Indian Retail Industry Evaluation of the Indian Retail market Growth in the Indian Retail sector Retail Penetration in 2011 SWOT analysis of Indian Retail Industry Retail formats in India 2. Company Profile History Lines of Business of the above store Operations Time Line Missions & Values 3. Review of Literature Meaning of Marketing Importance of Marketing Retail Marketing Marketing Mix Marketing Mix of BB Consumers Satisfaction Expectation & Consumers Satisfaction Objective of Consumers Satisfaction surveying program Importance of Consumers Satisfaction Innovations of BB Loyalty Program of BB

page number
01-06

07-11

10-29

4. Research Methodology Sources of Data for Marketing Strategies Sources of Data for Consumers Satisfaction Research Objectives Scope & Uses Sampling for Consumers Satisfaction analysis Questionnaires sample for Consumers Satisfaction analysis

30-33

5. Data Analysis Data description for Marketing Strategies Marketing mix analysis of BB Marketing Strategies analysis of BB IMC IMC components of BB Importance of IMC for BB Data Description for Consumers Satisfaction Numbers of respondents based on age Numbers of respondents based on sex Customers/Consumers feedback analysis

34-58

6. Findings & Suggestions for consumers satisfaction in Big-Bazaar

59-62

7. Conclusions & Recommendations Conclusions for Marketing Strategies of BB Recommendations for Marketing Strategies of BB Conclusions & Recommendations for Consumers Satisfaction @ BB 8. Limitations 9. Bibliography

63-65

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ACKNOWLEDGEMENT
I owe a great many thanks to a great many people who helped and supported me during my project paper.

My deepest thanks to the Professor Sourav Bhattacharya, Anirban Kundu and Subhodeep Paul for guiding me with attention and care to accomplished this project beautifully. They are taken pain to go through the project and make necessary correction as and when needed.

I express my thanks to the Dean of BSM, Barasat, West.Bengal for extending his support.

We would also thanks to my all faculty members, non-teaching stuff of BSM, Barasat, West.Bengal. without whom this project would have been a distant reality. We also extend our heartfelt thanks to our family, our friends and well wishers.

ArkaBrata Bandyapadhyay

DECLARATION
I HERE BY DECLARE THAT THIS DISSERTATION REPORT ON CONSUMERS SATISFACTION IN BIG-BAZAAR SUBMITTED BY ME IS OF MY OWN AND NOT SUBMITTED TO ANY OTHER INSTITUTION OR PUBLISHED ANY WHERE ELSE.

Signature: ___________________________________________________

Date: _______________________________________________________

Place: _______________________________________________________

[I] INTRODUCTION
RETAIL INDUSTRY IN INDIA
ABSTRACT:
The Retail bazaar in India is booming beyond everyones expectation. The Indian Retail sector has caught the worlds imagination in the last few years. Indias retail growth was largely driven by increasing disposable incomes, favorable demographics, changing lifestyles, growth of the middle class segment and a high potential for penetration into urban and rural markets. The organized retail sector accounts for 5 % which is expected to grow to 10 % by the end of 2011. A number of large corporate houses like Aditya Birla , Bharti , Reliance ,Pantaloons ,Vishal ,Tata Retail, RPG, Raheja's and Piramals's have diversified to add retail to their sector portfolio. This study revolves around the opportunities and challenges faced by organized retail players in India. It was found that organized retailers see competition from the unorganized sector as their biggest challenge, followed by competition between organized retailers and the inefficiency of distribution channels, internal logistical problem and retail shrinkage.

OVERVIEW OF INDIAN RETAIL INDUSTRY:

India is one of the largest emerging markets, with a population of over one billion. It is one of the largest economies in the world in terms of purchasing power. Retailing in India is at a nascent stage of its evolution, but within a small period of time certain trends are clearly emerging which are in line with the global experiences. Organized retailing has become more popular in big cities in India and most of the metropolitan cities and other big cities are flooded by modern organized retail stores. Many semirural areas have also witnessed entry of such organized retail outlets. India's retail sector is estimated to touch US$ 833 billion by 2013 and US$ 1.3 trillion by 2018, with a compound annual growth rate (CAGR) of 10%, which is quite lucrative. Retailing as a whole contributes almost 10% of Indias GDP, and employs almost 8% of Indias employable population. The organized sector accounts for a mere 5 per cent indicating a huge potential market opportunity that is lying in the waiting for the consumer-savvy organized retailer. Purchasing power of Indian urban consumer is growing and branded merchandise in categories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewellery are slowly becoming lifestyle products that are widely accepted by the urban Indian consumer. Organized retailing is witnessing a wave of players entering the industry. These players are experimenting with various retail formats. A number of large corporate houses like Aditya , Bharti, Reliance, Future Group(Big Bazaar), Vishal, Tata's, RPG, Raheja's and Piramals's have already made their foray into this arena, with beauty and health stores, supermarkets, self-service music stores, new age book stores, everyday low price stores, computers and peripherals stores, office equipment stores and home/building construction stores. Today organized players have attacked every retail category.
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Organized retail chains comprise only 3% of the Indian market. Rest 97% market is comprised of momand pop type shops. Now the number of organized retail stores is gradually increasing. According to ETIG (Economic Times Intelligence Group), the size of the organized retail industry was about Rs. 160 billion in 2001-02. In 2005 budget Government has allowed 26% Foreign Direct footwear, furniture and furnishing, catering services, jewellery and watches, books, music and gifts, mobile handsets and others.Investment (FDI) in the retail sector. Organized retailing is on continuous increase of its market share from the past. Retailing can be categorized as of different sectors like food and groceries, clothing and textiles, consumer durables, footwear, furniture and furnishing, catering services, jewellery and watches, books, music and gifts, mobile handsets and others.

EVOLUTION OF THE INDIAN RETAIL MARKET:

Retailing goes back to centuries; it started as a very primitive business but today has grown tremendously. First people were doing businesses with their neighbors. Goods were exchanged between them. Gradually people began to collect themselves to a given neighborhood, which provides a geographical place to do the exchange. This not only increases the exposure of a given good but also helps a lot towards the development of a more formalized system. Gradually, a few more start to get together to a place that in turn creates a need for a common place. Later this common place was called a fair. With the passing of time the number of people doing businesses in a given fair increased, issues like security, transportation becomes a matter of concern. This semi-formalized system then gave birth to small-scale groceries, where people start to provide more combinations in their own neighborhoods. Then came the issue of choice in given grocery, the choices the customer had was limited, this was the beginning of the concept of everything under one roof. As time passes, joint family changes into nuclear family. There too both members started earning which resulted into a new way of lifestyle. From then instead of mom-and-pop type of stores organized retail stores came into existence. Based on the ICICI Research, the Indian Retail Market evolution can be traced in the following way:

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Growth in the Indian Retail Sector:

The retail sector in India has shown a healthy growth and is fast emerging as one of the largest sectors in the economy. The sector has grown from a level of US $ 201 Billion to a market size of US $ 425 Billion in 2010. The Industry has been growing at a compound annual rate of 6.4% since 1998.

Source EIU Euro Monitor

(Source http://rmagine.wordpress.com/author/rmagine/)

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Retail Penetration in 2011:

Organised retail in India is still in its nascent stage and hence offers immense potential. India currently has a small 6% penetration in organised retail , while a country like the US has a high 85% penetration. Given that there is a double digit economic growth projection for India in the following decade, the future has immense potential for the growth of organised retail in India. The chart below shows retail penetration across some countries.

(Source: ( E&Y Report, Aranca Research)http://retailmantras.blogspot.in/2012/01/retail-penetration-in2011.html)

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SWOT Analysis of Retail Industry of India:

Strengths:
1) Organized retailing at US$ 3.31 billion, growing at 8%. 2) 2nd largest contributor to GDP after agriculture at 20%. 3) Pattern of consumption changing along with shopping trends. 4) Consumer spending increasing at 11% annually. 5) Almost 25 million sq. ft. retail space available. 6) Paradigm shift in shopping experience for consumers pulling in more people.

Weaknesses:
1) Shortage of quality retail spaces at affordable rates. 2) Government regulations on development of real estate(Urban Land Ceiling Act) 3) Need to provide Value for Money-squeezing margins 4) Lack of industry status. 5) Retail revolution restricted to 250 million people due to monolithic urban-rural divide. 6) Lack of huge investments for expansion

Opportunities:
1) Increasing urban population-more participants in retail revolution. 2) Increase in consuming middle class population. 3) Social factors, like dual household income has enhanced spending power. 4) Spends moving towards lifestyle products and esteem enhancing products. 5) Average grocery spends at 42% of monthly spends-presents a huge opportunity. 6) Increase in use of credit cards.

Threats:
1) Rising lease/rental costs affecting project viability. 2) Poor monsoons and low GDP Growth could affect consumer spending drastically. 3) Archaic labor laws are a hindrance to providing 24/7 shopping experience. 4) Personalized service offered by Kirana stores. 5) Unavailability of qualified personnel to support exponential growth in retail. 6) Differentiate taxation laws hindering expansion.

Retailing formats in India:

1. Malls 2. Specialty Stores 3. Discount Stores 4. Department Stores 5. Hyper marts / Supermarkets 6. Convenience Store 7. MBOs 8. E-trailer

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Malls: Mall is largest form of organized retailing today. Located mainly in metro cities, in proximity to urban outskirts they range from 60,000 sq ft to 7, 00,000 sq ft and above. They lend an ideal shopping experience with an amalgamation of product, service and entertainment, all under a common roof. Examples include Shoppers Stop, Pyramid, Pantaloon, Big Bazaar.

Specialty Stores: Focusing on specific market segments and have established themselves strongly in their sectors. Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World and the Times Group's music chain Planet M are a couple of examples. Discount Stores: As the name suggests, discount stores or factory outlets, offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season. The product category can range from a variety of perishable/ non perishable goods. Discount Circuit is one such example. Department Stores: Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further they are classified into localized departments such as clothing, toys, home, groceries, etc. Hyper marts/Supermarkets: Large self service outlets, catering to varied shopper needs are termed as Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food & grocery organized retail sales. Super Markets can further be classified into mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales. Convenience Stores: These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to the convenience premium. MBOs: Multi Brand outlets, also known as Category Killers, offer several brands across a single product category. These usually do well in busy market places and Metros. E-trailers: Retailers providing online buying and selling of products and services.

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[II] Company Profile

Big Bazaar is a chain of hypermarket in India. As of June 2, 2012 there are 214 stores across 90 cities and towns in India covering around 16 million sq.ft. of retail space. Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections. Big Bazaar is part of Future Group, which also owns the Central Hypermarket, Brand Factory, Pantaloons, eZONE, HomeTown, futurebazaar.com, KB's Fair Price to name a few and is owned through a wholly owned subsidiary of Pantaloon Retail India Limited, that is listed on Indian stock exchanges.

History
Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 161 Big Bazaar stores in 90 cities and towns across India. Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of Pantaloon Retail India. Though Big Bazaar was launched purely as a fashion format including apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has included a wide range of products and service offerings under their retail chain. The current formats includes Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar. The inspiration behind this entire retail format was from Saravana Stores, a local store in T. Nagar, Chennai
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The stores are customized to provide the feel of mandis and melas while offering the modern retail features like Quality, Choice and Convenience. As the modern Indian family's favorite retail store, Big Bazaar is popularly known as the "Indian Wal-Mart". On successful completion of ten years in Indian retail industry, in 2011, Big Bazaar has come up a new logo with a new tag line: Naye India Ka Bazaar, replacing the earlier one: 'Isse Sasta Aur Accha Kahin Nahin'.

Lines of Business of the Above Store

E-tailing Food Fashion Home Solution General Merchandise Leisure and Entertainment Wellness and Beauty Books and Music Footwear Electronics Children Accessories Crockery.

Operations
Most Big Bazaar stores are multi-level and are located in stand-alone buildings in city centers as well as within shopping malls. These stores offer over 200,000 SKUs in a wide range of categories led primarily by fashion and food products. Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is now present within every Big Bazaar as well as in independent locations. A typical Big Bazaar is spread across around 50,000 square feet (4,600 m2) of retail space. While the larger metropolises have Big Bazaar Family centers measuring between 75,000 square feet (7,000 m2) and 160,000 square feet (15,000 m2), Big Bazaar Express stores in smaller towns measure around 30,000 square feet (2,800 m2). Big Bazaar has the facility to purchase products online through its official web page, and offers free shipping on some of their products

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Time Line
2001
Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and Hyderabad. 2002

Big Bazaar - ICICI Bank Card is launched. Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High Street Phoenix 2003

Big Bazaar enters Tier II cities with the launch of the store in Nagpur Big Bazaar welcomes its 10 million-th customer at its new store in Gurgaon. 2004 Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar awarded the countrys most admired retailer award in value retailing and food retailing segment at the India Retail Forum A day before Diwali, the store at Lower Parel becomes the first to touch Rs 10 million turnover on a single day 2005 Initiates the implementation of SAP and pilots a RFID project at its central warehouse in Tarapur Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers to exchange household junk at Big Bazaar Electronic Bazaar and Furniture Bazaar are launched Big Bazaar and ICICI Bank launched ICICI Bank-Big Bazaar Gold credit card program to reward its loyal customers. 2006 Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1,37,367 shopping bill. The Sangli farmer becomes Big Bazaars largest ever customer. Big Bazaar launches Shakti, Indias first credit card program tailored for housewives Navaras the jewellery store launched within Big Bazaar stores 2007

The 50th Big Bazaar store is launched in Kanpur Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping portal Big Bazaar initiates the "Power of One" campaign to help raise funds for the Save The Children India Fund Pantaloon Retail wins the International Retailer of the Year at US-based National Retail Federation convention in New York and Emerging Retailer of the Year award at the World Retail Congress held in Barcelona.

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2008 Big Bazaar becomes the fastest growing hypermarket format in the world with the launch of its 101st store within 7 years of launch Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar Big Bazaar joins the league of Indias Business Super brands. It is voted among the top ten service brands in the country in the latest Pitch-IMRB international survey Big Bazaar initiated the Mega Saving "Monthly Bachat Bazaar" campaign, to provide exceptional deals on groceries and food items during the first week of every month. 2009 Big Bazaar opens its second store in Assam at Tinsukia Big Bazaar initiates Maha Annasantarpane program at its stores in South India a unique initiative to offer meals to visitors and support local social organizations Big Bazaar captures almost one-third share in food and grocery products sold through modern retail in India Mahendra Singh Dhoni and Asin, youth icons of India, were chosen as the brand ambassadors of Big Bazaar Big Bazaar announced the launch of 'The Great Exchange Offer' Formed a joint venture with Hidesign to launch Holii, a new brand of handbags, laptop bags and other accessories. 2010 Future Value Retail Limited is formed as a specialized subsidiary to spearhead the groups value retail business through Big Bazaar, Food Bazaar and other formats. Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. Adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop Big Bazaar connects over 30,000 small and medium Indian manufacturers and entrepreneurs with around 200 million customers visiting its stores Big Bazaar opens its third store in Kanpur at Z Square Mall Big Bazaar opens its fourth store in Kanpur at Jajmau which is the largest leather tannery garrison of Asia Vidya Balan was chosen as the brand ambassador of Big Bazaar's Price Challenge exercise Ranked 6 among the Top 50 Service Brands in India. 2011

Big Bazaar forays into the rural wholesale and distribution business through Aadhaar Wholesale store at Kalol, Gujarat. Big Bazaar has come up a new logo with a new tag line: Naye India Ka Bazaar. 200th store opened in India Future Group has launched its latest venture, Foodhall a premium food destination across 10 metros in India For the convenience of the online customers, Big Bazaar has started free shipping on all orders above Rs. 1000
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Entered into an agreement with Hindustan Unilever to co-develop and co-brand bakery products, which would be sold exclusively at Big Bazaar stores. 2012

Big Bazaar entered into a five year multi-million dollar deal with Cognizant Technology Solutions for IT infrastructure services that support Future Group's network of stores, warehouses, offices, and data centers. Partnered with Disney to launch "Kidz Cookies", exclusively for kids across India. Big Bazaar is planning to add further value to its retail services by offering Value added services like grinding, de-seeding, vegetables cutting at free of cost.

Mission & Values

Mission
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. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments for classes and for masses. We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful. Respect & Humility: To respect every individual and be humble in our conduct. Introspection: Leading to purposeful thinking. Openness: To be open and receptive to new ideas, knowledge and information. Valuing and Nurturing Relationships: To build long term relationships. Simplicity & Positivity: Simplicity and positivity in our thought, business and action. Adaptability: To be flexible and adaptable, to meet challenges. Flow: To respect and understand the universal laws of nature. Leadership: To be a leader, both in thought and business.

Values
Indianness: Confidence in ourselves.

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[III] Review of Literature

1. WHAT IS THE MEANING OF MARKETING?
Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Marketing is a management process or social process or an effective communication through which goods and services move from concept to the customer and companies create value for customers and build strong customer relationships in order to capture value from customers in return, and also identifying, anticipating and satisfying customer requirements profitably. It includes the coordination of four elements called the 4 P's of marketing: (1) identification, selection and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy.

For business to consumer marketing, it is "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return". For business to business marketing it is creating value, solutions, and relationships either short term or long term with a company or brand. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. As a philosophy, marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because (in the words of Harvard Business School's emeritus professor of marketing Theodore C. Levitt) "Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs." There is even more confusion about what constitutes "marketing." Marketing entails several functions that include: [*]Developing the products or services that customers want. [*]Pricing the products or services correctly.
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[*]Making the products or services readily available to the customers. [*]And finally: Promoting the product or service, which if done correctly, not only convinces customers that the product or service is preferable to its competition, but that it is clearly the only choice. This is the field of marketing "communications" and of all the marketing components, it is the one most likely to be outsourced and the one most likely to be neglected if a company is making a profit.

2. IMPORTANCES OF MARKETING
1. Marketing communications creates "top of mind" awareness All you have to do is watch TV for a few hours (and actually watch the commercials) to get a sense of how repetition of the same message starts to creep into your subconscious mind. After you've seen 5 commercials for those cute, new VW's, you suddenly find yourself daydreaming about going car shopping. After all, that Suburban IS almost 8 years old, and of course you want a vehicle that's more fuel efficient! I know this isn't a manufacturing or industrial scenario, but trust me - the same underlying psychological phenomenon occurs in the case of industrial marketing. An integrated marketing communications plan that gets your messaging out to the right target audience, consistently and over time, WILL eventually create the "top of mind" awareness for your product or service that turns a prospect into a customer. Recognition and awareness for your company also make it much easier for your sales staff to get someone on the phone or schedule an appointment. Companies like to do business with companies they "know" and have positive perceptions of. Likewise, investors like to buy recognized companies. 2. Preferred brands command a premium price - short and long-term Go through a process of determining your company's unique value proposition, and then start purposefully communicating that to the marketplace (promotion.) This is the only way you will create a point of differentiation between you and your competitors. As your customers and the industries you sell to begin to recognize your company (brand) as the preferred choice for a certain product or service, it allows you to charge premium pricing. Not only does this boost sales in the "now," it creates a perception in the minds of future investors that your business has more value than another one that claims to do the same thing. 3. Happy customers not only send referrals, they create perceived value Every sales person knows it, but businesses still hammer them to get out and develop "new" business: the most powerful form of lead generation comes in the form of an existing happy customer. Happy customers talk to other potential customers, even in the industrial world. I talk to manufacturers every day that tell me a good percentage of their new business comes through referrals from satisfied customers. It takes more than the experiences with your company to make a satisfied customer - one who is willing to be an evangelist, of sorts. It also takes a marketing strategy that positions your company (in the minds of your target audience) as the market leader in overall customer satisfaction and intimacy. It's
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part of the image you build around your brand - it's the magic result of well executed brand development and marketing communications. Word of mouth praise for your company not only attracts more business, it attracts potential investors that want to own a company with this kind of status. 4. Planned marketing communications create a system that can be replicated I have clients that have their marketing communications planning and implementation down to a science. A meeting in the Fall determines the focus for the following year's marcomm initiatives. Budgets are allocated; tactics agreed upon; responsibilities delegated; and contracts negotiated. The result is continued momentum in building brand awareness and credibility, and a rather flawless execution. This process is one that can be documented and taught like a system. In any manufacturing or industrial service company, documented processes lend to the overall impression of the business' stability and value. If a potential buyer can see how they too could operate the systems within your company, even after you are long gone, you'll be creating a more marketable asset. If you need to, hire an expert: but start creating and documenting a marketing communications system that you can teach others to run and remove yourself from the lead generation game. 5. Repeat revenue streams ensure a profit now and later This really falls more into the other marketing functions than that of communications, but a smart marketing strategy not only focuses on a company's core market and value proposition, it also finds ways to build multiple channels for recurring revenue. Smart marketers (and business owners) look for ways to diversify their offerings and especially in areas where repeat sales require little to no effort on the part of the sales team. With the Internet, this is more possible than ever before; particularly if you sell a product that is not custom engineered, or a service that can be easily classified without a lot of customization. Recurring revenue, generated from an effective marketing strategy, and teamed with a stellar customer service approach is a combination that is very attractive to a potential new owner. 6. Nothing lasts forever: marketing has to be a long-term investment Here in Houston, where I live, getting into the "good ole' boy network" was the way an industrial business succeeded in the last half of the 20'th century. Today's upper management is not concerned with who you know and what clubs you belong to. They want to know how you're going to help them meet their objectives and solve their problems. Relationships developed over time will get you so far; but what about the increase in career moves and job-hopping? What happens when the person you developed a relationship with moves to another company and isn't in a position to specify what you sell? What happens when the person you developed a relationship with retires and is replaced with someone much younger? What happens when YOU are ready to retire? Will there be someone there who can step into your shoes and carry your company through that transition without losing customers? The way to prevent a negative outcome in any of these scenarios is a consistent marketing communications program. If you're keeping your company's name out there and building brand identity and recognition, you have less of an educational process to deal with every time a new person is introduced to your business. This also comes into play with young people just entering the work force. The senior engineer at your top customer may love your product; the new hot shot engineer fresh out of
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college doesn't know anything about it - UNLESS they've already been exposed to it through Professors, the Internet, trade publications, trade shows, etc. Consistent and persistent messaging, going to an integrated mix of contact points with your customers and prospects, is an investment in your company's long-term stability and value. 7. Employees who are "brand ambassadors" sell your company - to customers AND potential buyers Today, marketing is not just something you do "outside" of your company. If you truly want to create a powerful image and value proposition for your business, the first group of people you have to convince are your own employees. Internal brand integration is just as important as your external marketing strategies. Every employee in your company should understand how their position contributes to the promise your company makes to its customers and be motivated to carry it out. Understanding their unique role in your company's brand promise is just the beginning; if you want brand ambassadors, you need happy employees. An employee that feels appreciated and fairly compensated (and that doesn't always equate to their salary) is much more likely to sing the praises of your company. I think it goes without saying, this is good for business today as well as making an impression on a future investor. Who wants to buy a company full of overworked, disgruntled employees? Marketing IS a long term investment. You will not create a recognizable brand (name, image, reputation, etc.) without it. You will not develop a stable, growing business without it. You will not beat the "lead generation" game without it. You will not create "brand ambassadors" among your employees without it. You will not create a company that has obvious value to a potential buyer without it. Marketing is essential to the health and continuing prosperity of any business - including manufacturing and industrial businesses. So what are you waiting for?

3. RETAIL MARKETING
Through the years retailing has evolved, competition has gotten stiff and therefore marketing has become more integral in the direct selling of wares. From specialty mom-and-pop shop to mass-merchants, the methods by which stores are getting their products into the hands of customers are evolving. Because customers have more choices, stores have to reach them with advertising, entice them with promotions, and secure them with brandinghence the ever-growing need for marketing in retail outlets. Advertising

There are two main functions of advertisements: to sell more products, and to inform the customer. Through newspaper, TV, radio and internet advertisements, retailers can inform their customers of the sales, promotions and in-store events. Moreover, since the media is flooded with advertisements, the ability to create a more eye-catching or attention-grabbing ad directly influences sales. Stores that advertise--as opposed to those that dont--are kept at the top of their potential shoppers mind, which can produce sales in the short and long term.

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In-Store Promotions

Stores use promotions to prompt impulse buying behavior. A shopper may not intend to buy a product, but if there is a promotion, there is an incentive for immediate action. For example, a shopper may not need another dress shirt, but might still buy one if it is on sale. Additionally, promotions can prompt consumers to recall a product and thus instigate a purchase. Retailers also use promotional periods-- corresponding with national holidays or well-know sales times--to sell off the previous seasons merchandise. Promotional periods spike sales, and are a way retailers can reduce the loss of unsold inventory. In-Store Atmosphere and Customer Relations

Store design and consumer relationship marketing (CRM) directly affected the way customers purchase and retain goods. Things like the atmosphere, music, store layout, sales help, and post-purchase support can influence things like shopping time (the longer they shop, the more likely they are to buy), and how gratified they feel with their purchase. The more content a buyer is with their shopping experience, the more likely they are to buy merchandise, and the less likely they are to return it. Branding Retail Outlets

It is necessary for retailers to develop their brand in order to stand out amongst the many other stores. With local boutiques, specialty stores, department stores, mass-merchants and internet stores, customers have more choices when it comes to buying. There is competition within each category, and competition between categories. For example, a local boutique selling dress shirts is competing with other local boutiques, and also with the mass-merchant who might be selling dress shirts at a cheaper price. It is therefore necessary for the boutique to create a brand position that a customer can identify with, to keep them loyal. Private Labeling

Solidifying a retail brands private label is the apex of the retail marketing evolution --and the most recent trend in high-end retailing. This is not a new concept for low- to mid-priced retail outlets, as everything from food to raincoats have been put under their brand's name. But what's new is stores that build their brand to the point where they can sell merchandise at a premium price. Doing so is more cost effective: they can reduce the costs associated with buying other brand names, source cheaper goods from private manufacturers and reap higher profits. As an added bonus, stores benefit from consumer loyalty to their stores and their products. Salespeople

Personal selling is a more direct approach to marketing. Retailers that sell higher-end products or promote themselves as tops in service often employ more active sales personal. Companies that sell higher-end products often have to rely on salespeople to help customers understand the benefits of paying more for better value. Salespeople can also make add-on or cross-sales for more revenue.

4. What is Marketing Mix?

The marketing mix is a business tool used in marketing products. The marketing mix is often crucial when determining a product or brand's unique selling point (the unique quality that differentiates a
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product from its competitors), and is often synonymous with the four Ps: price, product, promotion, and place; in recent times, however, the four Ps have been expanded to the seven Ps.

5. Marketing Mix of Big Bazaar

Product:
Big Bazaar offers a wide range of products which range from apparels, food, farm products, furniture, child care, toys, etc of various brands like Levis, Allen Solly, Pepsi, Coca- Cola, HUL, ITC, P&G, LG, Samsung, Nokia, HP etc. Big Bazaar also promotes a number of in house brands like: o o o o o DJ & C Tasty Treat Clean Mate Sensei Care Mate o Koryo and 44 other brands.

Pricing:
The pricing objective at Big Bazaar is to get Maximum Market Share. Pricing at Big Bazaar is based on the following techniques: Value Pricing (EDLP Every Day Low pricing): Big Bazaar promises consumers the lowest available price without coupon clipping, waiting for discount promotions, or comparison shopping. Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. Big Bazaar also caters on Special Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja). Differentiated Pricing: Differentiated pricing i.e. difference in rate based on peak and non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big Bazaar. e.g. Wednesday Bazaar. Bundling: It refers to selling combo-packs and offering discount to customers. The combo-packs add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on bundling. e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22) 5kg oil + 5kg rice + 5kg sugar for Rs 599.

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Place:
The Big Bazaar stores are operational across three formats hypermarkets spread over 40,000-45,000 sq ft, the Express format over 15,000-20,000 sq ft and the Super Centers set up over 1 lakh sq ft. Currently Big Bazaar operates in over 34 cities and towns across India with 116 stores. Apart from the Metros these stores are also doing well in the tier II cities. These stores are normally located in high traffic areas. Big Bazaar aims at starting stores in developing areas to take an early advantage before the real estate value booms. Mr. Biyani is planning to invest around Rs 350 crore over the next one year expansion of Big Bazaar. In order to gain a competitive advantage Big Bazaar has also launched a website www.futurebazaar.com, which helps customers to orders products online which will be delivered to their doorstep. This helps in saving a lot of time of its customers.

Promotion:
The various promotion schemes used at Big Bazaar include: Saal ke sabse saste 3 din Hafte ka sabse sasta din Wednesday bazaar Exchange Offers Junk swap offer Future card(3% discount) Shakti card Advertisement (print ad, TV ad, radio) Brand endorsement by M.S Dhoni and Asin Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like Westside, Shoppers stop and Lifestyle. They are: Keep West- aSide. Make a smart choice! Shoppers! Stop. Make a smart choice! Change your Lifestyle. Make a smart choice!

People:
Well trained staff at stores to help people with their purchases Employ close to 10,000 people and employ around 500 more per month. Well-dressed staff improves the overall appearance of store. Use scenario planning as a tool for quick decision making multiple counters for payment, staff at store to keep baggage and security guards at every gate, makes for a customer-friendly atmosphere.

Process:
Big Bazaar places a lot of importance on the process right from the purchase to the delivery of goods. When customers enter the stores they can add the products they which to purchase in their trolley from
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the racks. There are multiple counters where bill can be generated for purchases made. Big Bazaar also provides delivery of products over purchases of Rs. 1000.

Physical Evidence:
Products in Big Bazaar are properly stacked in appropriate racks. There are different departments in the store which display similar kind of products. Throughout the store there are boards/written displays put up which help in identifying the location of a product. Moreover boards are put up above the products which give information about the products, its price and offers. Big Bazaar stores are normally U shaped and well planned & designed.

Marketing Mix concept Image

6. WHAT IS CONSUMER SATISFACTION?

Satisfaction is an overall psychological state that reflects the evaluation of a relationship between the customer/consumer and a company-environment-product-service. Satisfaction involves one of the following three psychological elements: cognitive (thinking/evaluation), affective (emotional/feeling), and behavioral. "Satisfaction" itself can refer to a number of different facts of the relationship with a customer. For example, it can refer to any or all of the following: Satisfaction with the quality of a particular product or service Satisfaction with an ongoing business relationship Satisfaction with the price-performance ratio of a product or service Satisfaction because a product/service met or exceeded the customer's expectations The achievement of customer satisfaction leads to company loyalty and product repurchase. There are some important implications of this definition:
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Because customer satisfaction is a subjective, non-quantitative state, measurement won't be exact and will require sampling and statistical analysis. Customer satisfaction measurement must be undertaken with an understanding of the gap between customer expectations and attribute performance perceptions. There should be some connection between customer satisfaction measurement and bottom-line results. Customer satisfaction is influenced by perceived quality of product and service attributes, features and benefits, and is moderated by customer expectations regarding the product or service. Each of these constructs that influence customer satisfaction need to be defined by the researcher.

7. EXPECTATIONS AND CONSUMERS SATISFACTION

Expectations are beliefs (likelihood or probability) that a product/service (containing certain attributes, features or characteristics) will produce certain outcomes (benefits-values) given certain anticipated levels of performance based on previous affective, cognitive, and behavioral experiences. Expectations are often seen as related to satisfaction and can be measured as follows: 1. IMPORTANCE: Value of the product/service fulfilling the expectation. 2. OVERALL AFFECTSATISFACTION EXPECTATIONS: Like / Dislike of the product/service. 3. FULFILLMENT OF EXPECTATIONS: The expected level of performance vs. the desired expectations. This is Predictive Fulfillment and is a respondent-specific index of the performance level necessary to satisfy. 4. EXPECTED VALUE FROM USE: Satisfaction is often determined by the frequency of use. If a product/service is not used as often as expected, the result may not be as satisfying as anticipated. For
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example a motorcycle that sits in the garage, an unused year subscription to the local fitness center/gym, or a little used season pass to a ski resort would produce more dissatisfaction with the decision to purchase than with the actual product/service.

8. Objectives of a Consumers Satisfaction surveying program

In addition to a clear statement defining customer satisfaction, any successful surveying program must have a clear set of objectives that, once met, will lead to improved performance. The most basic objectives that should be met by any surveying program include the following: Understanding the expectations and requirements of all your customers Determining how well your company and its competitors are satisfying these expectations and requirements Developing service and/or product standards based on your findings Examining trends over time in order to take action on a timely basis Establishing priorities and standards to judge how well you've met these goals Before an appropriate customer satisfaction surveying program can be designed, the following basic questions must be clearly answered: How will the information we gather be used? How will this information allow us to take action inside the organization? How should we use this information to keep our customers and find new ones?
Customer Satisfaction Measurement Facts A 5-percent increase in loyalty can increase profits by 25%-85%. A very satisfied customer is nearly six times more likely to be loyal and to repurchase and/or recommend your product than is a customer who is just satisfied. Only 4 percent of dissatisfied customers will complain. The average customer with a problem eventually tells nine other people. Satisfied customers tell five other people about their good treatment.

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9. Why is Customer Satisfaction So Important?

Effective marketing focuses on two activities: retaining existing customers and adding new customers. Customer satisfaction measures are critical to any product or service company because customer satisfaction is a strong predictor of customer retention, customer loyalty and product repurchase.

10. Innovations of Big-Bazaar to satisfied and attract customers

Wednesday Bazaar:
Big Bazaar introduced the Wednesday Bazaar concept and promoted it as Hafte Ka Sabse Sasta Din. It was mainly to draw customers to the stores on Wednesdays, when least number of customers are observed. According to the chain, the aim of the concept is "to give homemakers the power to save the most and even the stores in the city don a fresh look to make customers feel that it is their day".

Sabse Sasta Din:

With a desire to achieve sales of Rs 26 Crore in a one single day, Big Bazaar introduced the concept of "Sabse Sasta Din". The idea was to simply create a day in a year that truly belonged to Big Bazaar. This was launched on January 26, 2006 and the result was exceptional that police had to come in to control the mammoth crowd. The concept was such a huge hit that the offer was increased from one day to 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 a 6 days biannual campaign. It has attractive offers in all its value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar catering to the entire needs of a consumer.

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The Great Exchange Offer:

On February 12, 2009 Big Bazaar launched "The Great Exchange Offer", through with 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.

11. Loyalty Programs of Big Bazaars (A Step Towards Customers Satisfaction)

Loyalty Programs:
1. Pay-back Card
At Future Group Big Bazaar, we believe in building long-lasting relationships with customers. We encourage repeat customer visits through our unique offers and special sale days. Future Group has taken the whole concept of customer loyalty to the next level by joining hands with PAYBACK. PAYBACK is Indias largest and one of Europes most successful multi -partner loyalty programs. With PAYBACK, customers can shop, save and get rewarded. This program enables consumers to collect millions of points across online and offline partners with just a single card. Customers can accumulate points across Future Group formats , thereby making shopping rewarding. Our formats Big Bazaar, Food Bazaar, Pantaloons, Central, Home Town, eZone, Brand Factory and Future Bazaar are a part of the PAYBACK Loyalty program.

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Some Basic Information About Payback and Payback Card:

1.What is PAYBACK ? a. PAYBACK is a unique loyalty program that lets you earn points for the daily activities you do, like refueling, traveling, shopping, eating out, watching movies, flying etc. b. You can earn points by swiping your PAYBACK card at the time of payment with our participating partners be it cash, cheque, credit or debit card. c. Points earned can be redeemed against fabulous rewards from the PAYBACK rewards catalogue or at PAYBACKs various in-store/retail store partners and online partners.

2. What are the benefits of PAYBACK? a. PAYBACK is a multi partner rewards program where several merchants have come together to reward the customers for their continued relationship. b. It has a huge network of partners at national, regional and local levels.

c. Members can accumulate points at a faster rate irrespective of their payment mode cash, credit/debit card, or cheques across all the enrolled partners. d. PAYBACK points earned by a member across the various partners in the network get accumulated under the same membership account thus ensuring the member accumulates points at a faster pace e. Accumulated points can be redeemed against an extensive reward catalogue with a variety of rewards to choose from. The points can also be used as a payment option at many PAYBACK partners.

3. What are my eligibility criteria to become a member of PAYBACK? The eligibility criteria to become a PAYBACK member are: a. b One should be above the age of 18years; and One should have a mailing address in India

4. What is a PAYBACK card? a. b. A PAYBACK card is your membership card to the PAYBACK loyalty program It uniquely identifies every member with his/her membership/card number
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c. d.

It is not a payment instrument like credit or debit cards It enables you to earn points from our various partners.

5. How can I get a PAYBACK Card / Membership? You can get a free membership by enrolling into the PAYBACK program on our website. You would get a unique 16 digit card number. A new card will be shipped to you within 14 working days. You can also collect your PAYBACK card across the counter in any of the retail stores enrolled with PAYBACK.

6. How long is my PAYBACK Card valid? PAYBACK membership card is valid for lifetime. However if you have the old i-mint card, it is valid for 10 years only. You can call us and request for a new PAYBACK card, which will be valid for lifetime.

7. How do I earn PAYBACK points? Earning PAYBACK points is easy. After you get your PAYBACK card number: a. Spot the PAYBACK logo at the transacting outlet or visit our online partners to earn points by quoting the PAYBACK card number. Please visit our website to know more about our participating partners b. Please allow a maximum time period of 45 working days for points to get credited to your PAYBACK membership account. c. You can make use of our power of multiplicity benefit by making transaction with different partners from a same source and yet earn points from all of them.

8. How do I login to my new PAYBACK account? Log on to www.payback.in and enter your 16 digit PAYBACK Number / Username to view your points balance and activate coupons. To update your profile or redeem PAYBACK points, please enter your 4-digit PIN. PIN is a 4 digit numeric value which needs to be typed in to access your PAYBACK account. For all the existing PAYBACK account holders, PIN will be set to your Date of Birth (DDMM Date & Month) as shown in the example below. You will have to change your default PIN/DDMM to a new PIN on your first login.
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Example: Registered DOB with PAYBACK 6th May 1985 Default PIN 0605

9. Why should I register my PAYBACK Card? You should register your PAYBACK card to avail all the benefits of the program. Once registered, you will be able to check your point balance and you will be able to redeem your PAYBACK points for rewards from our website. To register please visit our website.

10. How can I redeem my PAYBACK points? a. Identify the product from the rewards catalogue on our website and then you can either redeem your PAYBACK points on our website or call our Contact Center and mention the item code of the product. b. Or, you can redeem your PAYBACK points to make payments at our PAYBACK retail store partners who accept redemption at the store. c. Or, you can redeem your PAYBACK points to make payment at our PAYBACK online redemption enabled partners.

11. How do I register online? a. Visit our website www.payback.in

b. Login.

Enter your 16-digit PAYBACK card number into the top right corner login box and click

c. You will be taken to the registration page. Complete the registration form with your personal details to register and use your PAYBACK account.

12. What is the benefit of using the online account? a. b. View and manage your PAYBACK points online View and edit your personal details
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c. d.

Access our rewards catalogue and place redemption orders online Contact us directly via our Website

13. Who are our partners? We are tied up with 4 national partners Big Bazaar, ICICI Bank, HPCL and www.makemytrip.com and many more partners in your city and online. To get more information, please visit the Partners section on our website.

14. How can I keep a track of my PAYBACK points? You can track and manage your PAYBACK points by registering on our website or by calling our Contact Center or by sending SMS PBBAL < space > < last four digits of your PAYBACK card number > to 9212146468 from your registered mobile number(National SMS charges apply).

16. What is the number of your Contact Center and what are their working hours? PAYBACK Contact Center Number: 1860-258-5000 (Local call charges apply) PAYBACK Contact Center is open from 10:00 AM to 9:00 PM.

17. What information is available on my PAYBACK card? PAYBACK card will have the following information, . . . 16 digit card number PAYBACK Contact Center Details Barcoding of the card information

In addition to the PAYBACK card, we also have partner branded cards. For more details please visit our website.

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18. What kinds of products are available to redeem my PAYBACK points? You can choose rewards from a wide variety of categories from the PAYBACK rewards catalog Each reward requires a certain number of points available in your account to redeem.. You can choose the reward corresponding to the available points in your account and place the redemption order.

19. What if in case I receive a wrong or damaged product? This would not occur as we always commit ourselves in delivering the right product. If in case it happens, you can call our Contact Center within 7 days from the receipt of the product and we would reship the right product to your mailing address.

20. How can I cancel my PAYBACK membership/account? A member may terminate his/her PAYBACK membership by calling the Contact Center and requesting for termination. Post cancellation of membership the PAYBACK points already earned and to be earned will continue to be purged and not refunded back to the member. Therefore, please ensure to redeem your points before cancelling the membership.

21. How to reactivate my account? Your account can be reactivated within 30 days from the date of cancellation by calling our Contact Center and placing a request for the same.

2. T24 Program
T24 will provide customers with a dual advantage all 24 hours of the dayShop More, Talk More and Talk More, Shop More. Shopping and talking on our mobile phones are among the two favorite activities for all of us in India. With T24, we have been able to develop a unique customer value proposition that combines these interests of the aspirational Indian. Customers will get shopping benefits for talking and talk-time benefits each time they shop. We believe that with our partners, Tata Teleservices Limited, we have been able to develop a differentiated offering in the crowded telecom space and also increase the loyalty we enjoy among the millions of customers who patronize our stores. T24 (Talk 24) tariff plans reflect the competitive per-second rates being offered for pre-paid customers on Tata Teleservices Limiteds GSM network. In addition, customers will be rewarded with f ree talktime for every purchase at Future Group Stores starting at Rs.10 to a maximum of Rs.350. Plans will keep evolving to offer ever-more attractive options to the customer.
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Additional Features
Improved & Easy Navigation in the stores. There is a display board in the store where youll find different products in different places so that finding products is no more problem for you. Shopping accessories(trolley/baskets/bags) are always available in the store to make your shopping so comfortable. There are first-aid desk in the store. Clean space for moving into the store. All sales persons are very helpful & ready to help you always. All cash counter (12-15) are always open. So you dont have to wait in front of the cash counter for billing. Moderate Environment in the store, like Music/Aroma, so that you can enjoy your shopping. Wheel Chair available in the store for Handicapped & Pregnant women. Tight Security system in the store. Emergency exit available. Fire protected store (fire prevention equipments are implemented in the stores). Drinking Water/Wash Room available for the consumers. There are places where you can seat and enjoy food in the food court. Varieties of foods are available in the food court.

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[IV] Research Methodology

A. Sources of Data for Marketing Strategies
There are two types of data we have collected: 1. Primary Data & 2. Secondary Data. Primary Data was collected from discussion with the Big Bazaars Corporate Managers and others stuff of Kolkata Zonal Office, HomeTown, RajarHaat. Secondary Data was collected from Internet.

B. Sources of Data for Consumers Satisfaction

There are two types of data we have collected: 1. Primary Data & 2. Secondary Data. Primary Data was collected from the feedback of the customers/consumers of Big Bazaar with the help of questionnaire. Secondary Data was collected from Internet.

Research Objectives
1. Primary Objectives:
To identify performance of store operation. To understanding the buying behavior at Big Bazaar.

To analyze how the merchandising mix influence consumer satisfaction level. To analyze how active Big Bazaars Marketing Strategies & hoe they attract customers. To understand how Big Bazaar convert Customers in Consumers.

2. Secondary Objectives:

To understand the quality of service maintained in the store. To determine the performance of sales persons in the store. To find out reasons of dis-satisfaction. To find out which means of communication plays a vital role to persuade customer.

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Scope and Uses

1. It will extend to the actual field study of these outlets in Kolkata.

2. It will give information to prospective customers.

3. It will give information about Big Bazaars Marketing Strategies, Marketing Mix/Retail Mix.

4. Help us gain independent knowledge about the consumer perception of the outlets identified.

5. The study can help the companies get additional research information.

6. It facilitates evaluation of brand name and customer satisfaction.

Sampling for Consumers Satisfaction Analysis

Sample Size 200 customers/consumers. Sample Unit Consumers in the age group 18 to 50 years.

Questionnaire Sample for Consumers Satisfaction Analysis

Dear Customer, NAME:_______________________________ OCCUPATION:_____________________

CONTACT No.:________________________ AGE: GENDER: 18-28 Male 28-38 38-48 Female 48-58 58-65

1. Do You Frequently Shop @ Big-Bazaar? (Options: Yes/No) 2. How Frequently You Shop @ Big-Bazaar? (Options: every week/once in 2 week/once in 3 week/once in a month.)
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3. What comes to your mind when you think about Big-Bazaar? (Options: Discount/Product Variety/Brand/Quality/Offers/Others) 4. Do you feel you find different product variety in Big-Bazaar.(Options: Yes/No)

5. Do you find the specific brand that you look in the Big-Bazaar? (Options: Yes/No) 6. In which section you spend more time while shopping? (Options: Food-Bazaar/Apparels/KitchenSection/Electronics-Section/Children & Toys Section/Sports Section/Others).

7. Are you satisfied with you product? (Options: Yes/No) 8. Do you think this store has good parking facility? (Options: Yes/No)

9. How would you rate the following in our store ambience? a) b) c) d) Music Good/ok/Bad Temperature - Good/ok/Bad Lighting - Good/ok/Bad Cleanliness- Good/ok/Bad.

10. How did you find the following qualities of our store staff? a) Courteousness - Good/ok/Bad b) Grooming - Good/ok/Bad c) Efficiency & Knowledge - Good/ok/Bad 11. How would you rate the following in our Products? a) b) c) d) Range - Good/ok/Bad Prices - Good/ok/Bad Quality - Good/ok/Bad Availability - Good/ok/Bad.

12. How would you rate the Navigation (Ease of moving around the store) in our store? (Options: Good/ok/Bad) 13. How would you rate the Product Display, Finding any Product & Signage in our store? (Options: Good/ok/Bad)
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14. How would you rate the following in our store? b) Cashier interaction - Good/ok/Bad c) Cashier Speed - Good/ok/Bad d) Check out counter - Good/ok/Bad e) Customer Service Desk - Good/ok/Bad. f) Loyalty Program Good/ok/Bad. g) Sales Persons - Good/ok/Bad. 15. How was your overall experience? (Options: Good/ok/Bad) 16. Would you visit Big-Bazaar again? (Options: Sure/Maybe/Never).

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[v] Data Analysis

A. Data Description for Marketing Strategies Marketing Mix Analysis of Big Bazaar
Product Big Bazaar offers a wide range of products which range from apparels, food, farm products, furniture, child care, toys, etc of various brands like Levis, Allen Solly, Pepsi, Coca- Cola, HUL, ITC, P&G, LG, Samsung, Nokia, HP etc. Big Bazaar also promotes a number of in house brands like: DJ & C

Tasty Treat Clean Mate Sensei Care Mate Koryo and 44 other brands.

Pricing The pricing objective at Big Bazaar is to get Maximum Market Share. Pricing at Big Bazaar is based on the following techniques: Value Pricing (EDLP Every Day Low pricing): Big Bazaar promises consumers the lowest available price without coupon clipping, waiting for discount promotions, or comparison shopping. Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. Big Bazaar also caters on Special Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja). Differentiated Pricing: Differentiated pricing i.e. difference in rate based on peak and non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big Bazaar. e.g. Wednesday Bazaar Bundling: It refers to selling combo-packs and offering discount to customers. The combo-packs add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on bundling. e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22) 5kg oil + 5kg rice + 5kg sugar for Rs 599

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Place The Big Bazaar stores are operational across three formats hypermarkets spread over 40,000-45,000 sq ft, the Express format over 15,000-20,000 sq ft and the Super Centers set up over 1 lakh sq ft. Currently Big Bazaar operates in over 34 cities and towns across India with 116 stores. Apart from the Metros these stores are also doing well in the tier II cities. These stores are normally located in high traffic areas. Big Bazaar aims at starting stores in developing areas to take an early advantage before the real estate value booms. Mr. Biyani is planning to invest around Rs 350 crore over the next one year expansion of Big Bazaar. In order to gain a competitive advantage Big Bazaar has also launched a website www.futurebazaar.com, which helps customers to orders products online which will be delivered to their doorstep. This helps in saving a lot of time of its customers. Promotion The various promotion schemes used at Big Bazaar include: Saal ke sabse saste 3 din

Hafte ka sabse sasta din Wednesday bazaar. Public Holiday Sale. Exchange Offers Junk swap offer. Pay Back Card(Loyalty Program). Advertisement (print ad, TV ad, radio). Brand endorsement by M.S Dhoni and Asin. 6 Days Maha Bachat. Great Indian Kitchen Festival.

People Well trained staff at stores to help people with their purchases

Employ close to 10,000 people and employ around 500 more per month. Well-dressed staff improves the overall appearance of store.

Use scenario planning as a tool for quick decision making multiple counters for payment, staff at store to keep baggage and security guards at every gate, makes for a customer-friendly atmosphere.

Process Big Bazaar places a lot of importance on the process right from the purchase to the delivery of goods. When customers enter the stores they can add the products they which to purchase in their trolley from
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the racks. There are multiple counters where bill can be generated for purchases made. Big Bazaar also provides delivery of products over purchases of Rs. 1000. Physical Evidence Products in Big Bazaar are properly stacked in appropriate racks. There are different departments in the store which display similar kind of products. Throughout the store there are boards/written displays put up which help in identifying the location of a product. Moreover boards are put up above the products which give information about the products, its price and offers. Big Bazaar stores are normally U shaped and well planned & designed.

Marketing Strategies Analysis of Big Bazaar

3-C Theory According to Kishore Biyani's 3-C theory, Change and Confidence among the entire population is leading to rise in Consumption, through better employment and income which in turn is creating value to the agricultural products across the country.[4] Big Bazaar has divided India into three segments: 1. India one: Consuming class which includes upper middle and lower middle class (14% of India's population). 2. India two: Serving class which includes people like drivers, household helps, office peons, liftmen, washer men, etc. (55% of India's population) and 3. India three: Struggling class (remaining 31% of India's population). While Big Bazaar is targeted at the population across India one and India two segments, Aadhaar Wholesale is aimed at reaching the population in India three segment. With this, Group emerged as a retail destination for consumers across all classes in the Indian society.

TARGET AUDIENCE * Big Bazaar targets higher and upper middle class & middle class customers. * The large and growing young working population is a preferred customer segment. * Targets specifically working women and home makers who are the primary decision makers. BIG BAZAAR-USP * Low price as compared to other places. * Schemes like Buy 1 gets 1 free, 20% discount etc. * 1 Billion Population. * Availability of Liquid Cash/Disposable Income among Young Generation. * Affordable man power. * Craze, Passion among Mr. Customer (Consumer).
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* Different products under one roof. SPECIAL STRATEGIES * To minimize Retailing cost. * Operating: Fewer staff on the floor-one person for every 500 sq ft. * Minimize the Furniture cost. * Saving Shelf Space. * Way to deal unsold stock off. * Todays Price: Everyday a chosen product is being sold at lower than usual price.

Integrated Marketing Communication (IMC)

Integrated marketing communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brands core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness. IMC is becoming more significant in marketing practice because of the reduced cost effectiveness of mass media and media fragmentation. As consumers spend more time online and on mobile devices all exposures of the brand need to tie together so they are more likely to be remembered. Increasingly the strategies of brands cannot be understood by looking solely at their advertising. Instead they can be understood by seeing how all aspects of their communications ecosystem work together and in particular how communications are personalized for each customer and react in real time, as in a conversation. Brand strategies and their tactics can be viewed on the Integrated Brands site.

IMC Components of Big Bazaar

The Foundation - is based on a strategic understanding of the product and market. This includes changes in technology, buyer attitudes and behavior and anticipated moves by competitors. The Corporate Culture - increasingly brands are seen as indivisible from the vision, capabilities, personality and culture of the corporation. The Brand Focus - is the logo, corporate identity, tagline, style and core message of the brand. Consumer Experience - includes the design of the product and its packaging, the product experience (for instance in a retail store) and service. Communications Tools - includes all modes of advertising, direct marketing and online communications including social media.
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 Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs. Integration Tools - software that enables the tracking of customer behavior and campaign effectiveness. This includes customer relationship management (CRM) software, web analytics, marketing automation and inbound marketing software.

Importance of IMC for Big Bazaar

Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers: 1. From media advertising to multiple forms of communication. 2. From mass media to more specialized (niche) media, which are centered on specific target audiences. 3. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market. 4. From general-focus advertising and marketing to data-based marketing. 5. From low agency accountability to greater agency accountability, particularly in advertising. 6. From traditional compensation to performance-based compensation (increased sales or benefits to the company). 7. From limited Internet access to 24/7 Internet availability and access to goods and services. It can create competitive advantage, boost sales and profits, while saving money, time and stress. IMC wraps communications around customers and helps them move through the various stages of the buying process. The organization simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers. This 'Relationship Marketing' cements a bond of loyalty with customers which can protect them from the inevitable onslaught of competition. The ability to keep a customer for life is a powerful competitive advantage. IMC also increases profits through increased effectiveness Carefully linked messages also help buyers by giving timely reminders, updated information and special offers which, when presented in a planned sequence, help them move comfortably through the stages of their buying process Finally, IMC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say, advertising, exhibitions and sales literature. IMC also makes messages more consistent and therefore more credible. This reduces risk in the mind of the buyer which, in turn, shortens the search process and helps to dictate the outcome of brand comparisons.

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B. Data Description for Consumers Satisfaction Analysis No. of the respondents based on the age
Age 18-28 28-38 38-48 48-58 58-65 Total Total 41 67 37 39 16 200 Percentage 49.33% 21.33% 10.67% 12.00% 6.67% 100%

No. of Respondendts based on age

80 60 40 20 0 18-28 28-38 38-48
Bar Diagram

48-58

58-65

No. of Respondendts based on age

18-28 20% 19% 28-38 8% 38-48 48-58 20% 58-65

33%

Pie Chart

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The age groups were identified as key factors impacting shopping and purchase decisions of consumers. By analysing the responses to this question, I as, a researcher, as well as companies, can identify the demographics of the population that visit retail outlets. The highest number of respondents falls in the age group 28-38. It can be deduced that most of the consumers who visit retail outlets regularly are the youth. The rest of the population who visit the retail outlets under study can be listed in the following descending order of distribution the working age group, the older age group, the middle age group, and senior citizens. It is not surprising that the youth most frequent malls and retail stores. What is unexpected, however, is the fact that more people who fall into the older age group visit the retail stores than those who fall in the middle age group. Then again, this deduction cannot be applied to the entire population of Kolkata. The disparity can be attributed to the small size of the sample under study.

No. of the respondents based on the sex

Sex Male Female Total Total 87 113 200 Percentage 43.5% 56.5% 100%

No. of respondents based on the sex

Male Female

43% 57%

Pie Chart

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No. of respondents based on the sex

120
100 80 60 40 20 0 Male
Bar Diagram

Female

Consumers were also asked to indicate their gender. The object of this question is to understand the demographics of the population under study. By analysing the responses to this question, we, the researchers, as well as companies, can identify the distribution in the number of men and women who visit the retail outlets and appropriate decisions can be made keeping these numbers in mind. The highest number of respondents were female, as is depicted by the graph and chart presented above. The number of male respondents was less compared to the female respondents. Two deductions can be made from the above data collected: one, more women visit retail outlets than men. Two, more women are willing to fill out questionnaires and take a survey than men. This can help the companies and researchers in undertaking future decisions and studies. Since more women can be inferred to visit retail stores than men, companies can target their offerings and marketing strategies in two areas. Retail outlets can appeal to the women customers by offering more products geared especially towards women. They can provide a shopping experience that women are particularly attracted to. Another way that retail chains can use the above data is to appeal to the men rather than the women. Since, fewer men visit retail stores as against women, the companies have a large base of potential customers. By providing products that are geared towards men and by providing a shopping experience that attracts men, the retail chains can expand their customer base.

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Customers & Consumers Feedback Analysis

1. Do You Frequently Shop @ Big-Bazaar? (Options: Yes/No)

Yes No Total

148 52 200

74% 26% 100%

150 100 50 0 Yes No

2. How Frequently You Shop @ Big-Bazaar? (Options: every week/once in 2 week/once in 3 week/once in a month.) Every week Once in 2 week Once in 3 week Once in a month Total 44 48 32 76 200 22% 24% 16% 38% 100%

Shopping Frequency
Every week Once in 2 week Once in 3 week Once in a month

38%

22%

24% 16%

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Consumers approached were asked about their frequency in visits to shops. The frequency points furnished were: Every week, once in 2 week, once in 3 week and once in a month. By analysing the responses to this question, we, the researchers, as well as companies, can identify the number of times a customer is likely to shop in a months time. The highest responses have been attributed to once a month shopping. It can be deduced that consumers who shop only once a month look to buy groceries and other essentials to last them a month. Therefore, retail outlets have tough customers in those who shop once a month. Such customers look to buy in bulk. Moreover, such customers may not be open to experimenting with new stores. Hence, to capture this market, retail outlets must put in place strategies that attract them. Once they profess a liking to a certain store, they turn out to be very loyal customers. Consumers who shop once a week, on the other hand, pose very different challenges to retail stores. Such customers can be presumed to have a high disposable income and may buy more lifestyle or fashion products. Since they shop so frequently, they must continually be entertained and attracted to make repeat purchases at stores. When targeting this segment, companies must be able to get new stock every week, and update their marketing strategies continuously. 3. What comes to your mind when you think about Big-Bazaar? (Options: Discount/Product Variety/Brand/Quality/Offers/Others). Discount Product Variety Brand Quality Offers Others Total 68 48 8 16 56 4 200 34% 24% 4% 8% 28% 2% 100%

70 60 50 40 30 20 10 0

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We understood from analysis part why consumers choose big bazaar than other. Customers choose Big-Bazaar because of Discount, Product Variety and Offers. This part helps researchers, how to increase footfalls by providing betters services/Discount/Product Variety/Offers etc.

4. Do you feel you find different product variety in Big-Bazaar.(Options: Yes/No). Yes No Total 132 86 200 66% 34% 100%

140 120 100 80 60 40 20 0 Yes No

This analysis part shows us that maximum consumers were satisfied with variety of products. 5. Do you find the specific brand that you look in the Big-Bazaar? (Options: Yes/No). Yes No Total 74 126 200 37% 63% 100%

150 100 50

0
Yes No

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This analysis part show us that maximum customers were not satisfied with brand availability, this part help researchers, how to satisfied consumers by providing more branded products.

6. In which section you spend more time while shopping? (Options: FoodBazaar/Apparels/Kitchen-Section/Electronics-Section/Children & Toys Section/Sports Section/Others). Food-Bazaar Apparels Kitchen-Section Electronics-Section Children & Toys Section Sports Section Others Total 81 73 22 5 4 5 10 200 40.5% 36.5% 11% 2.5% 2% 2.5% 5% 100%

90 80 70 60 50 40 30 20 10 0

From this analysis part we can understand the popular section of big bazaar. Food Bazaar, Apparels, Kitchen section is more popular while others sections are not so popular. Researchers may use this analysis part to make popular those other section, and continuous improvements of popular section to increase more footfalls and more satisfaction.

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7. Are you satisfied with you product? (Options: Yes/No). Yes No Total 176 24 200 88% 12% 100%

200 150 100 50 0 Yes No

This analysis part shows directly the consumers satisfaction level related to the Product or Product Quality in Big-Bazaar. Result shows that maximum consumers are satisfied with their product while 12% consumers are not satisfied. 8. Do you think this store has good parking facility? (Options: Yes/No). Yes No Total 149 51 200 74.5% 25.5% 100%

160 140 120 100 80 60 40 20 0 Yes No

Parking facility is an important one to attract customers and provide them full satisfaction while they are in Big-Bazaar. Here we can see that maximum customers are satisfied with parking facility.
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9. How would you rate the following in our store ambience? a) Music Good/ok/Bad. Good Ok Bad Total 122 48 30 200 61% 24% 15% 100%

About Music
Good Ok Bad

15% 24% 61%

b) Temperature - Good/ok/Bad. Good Ok Bad Total 119 56 25 200 59.5% 28% 12.5% 100%

About Temp.
Good 13% Ok Bad

28%

59%

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c) Lighting - Good/ok/Bad. Good Ok Bad Total 171 20 9 200 85.5% 10% 4.5% 100%

About Lighting
Good 10% 5% Ok Bad

85%

d) Cleanliness- Good/ok/Bad. Good Ok Bad Total 188 10 2 200 94% 5% 1% 100%

About Cleanliness
Good Ok Bad 5% 1%

94%

The store ambience (stores music, temperature, cleanliness, and lighting) directly related to the customer satisfaction. So that it is important to maintain store ambience as decently as the customers feel good
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while they are enjoying marketing in the store. Continuous monitoring and improving store ambience attract more customers. Here maximum customers are satisfied and enjoying store ambience while they are shopping in the Big-Bazaar.

10. How did you find the following qualities of our store staff? a) Courteousness - Good/ok/Bad. Good Ok Bad Total 170 20 10 200 85% 10% 5% 100%

Courteousness
Good 10% 5% Ok Bad

85%

b) Grooming - Good/ok/Bad. Good Ok Bad Total 142 17 41 200 71% 8.5% 20.5% 100%

Chart Title
Good Ok Bad

21% 8%

71%

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c) Efficiency & Knowledge - Good/ok/Bad. Good Ok Bad Total 116 40 44 200 58% 20% 22% 100%

Efficiency & Knowledge

Good Ok Bad

22% 20% 58%

The stores stuffs always play an important role to customer while they are shopping in the Big-Bazaar. So it is very important to maintain good qualities in store stuffs and also improving their skills as they are more efficient and more helpful to the customers.

11. How would you rate the following in our Products? a) Range - Good/ok/Bad. Good Ok Bad Total 155 25 20 200 77.5% 12.5% 10% 100%

Product Range
Good 10% 13% Ok Bad

77%

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b) Prices - Good/ok/Bad. Good Ok Bad Total 156 23 21 200 78% 11.5% 10.5% 100%

Product Prices
Good 11% 11% Ok Bad

78%

c) Quality - Good/ok/Bad. Good Ok Bad Total 169 17 14 200 84.5% 8.5% 7% 100%

Product/Service Quality
Good
9% 7%

Ok

Bad

84%

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d) Availability - Good/ok/Bad. Good Ok Bad Total 168 28 4 200 84% 14% 2% 100%

Product Availibility
Good 14% 2% Ok Bad

84%

The Product range, Product quality, Product price and Product availability always play a significant role to the customer satisfaction. Here maximum consumers are satisfied with their Product range, Product quality, Product price and Product availability, while some consumers less satisfied with this. So it is important to maintain Product quality/availability/range as per customers needs.

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12. How would you rate the Navigation (Ease of moving around the store) in our store? (Options: Good/ok/Bad). Good Ok Bad Total 144 38 18 200 72% 19% 9% 100%

In-Store Navigation
Good 9% 19% 72% Ok Bad

13. How would you rate the Product Display, Finding any Product & Signage in our store? (Options: Good/ok/Bad). Good Ok Bad Total 94 53 53 200 47% 26.6% 26.5% 100%

In-Store Signage
Good Ok Bad

27% 26%

47%

In store navigation and store signage also play important role to satisfy customers while shopping in the store.

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Here we can see that 72% customers are satisfied with in-store navigation while 47% customers are satisfied with in-store signage. Easy navigation and signage in the store helps customers to shop spontaneously in the store. So always maintain easy and simple navigation and in-store signage into the store. 14. How would you rate the following in our store? a) Cashier interaction - Good/ok/Bad. Good Ok Bad Total 128 36 34 200 64% 18% 17% 100%

Cashier Interaction
Good Ok Bad

17% 18% 65%

b) Cashier Speed - Good/ok/Bad. Good Ok Bad Total 118 44 38 200 59% 22% 19% 100%

Cashier Speed
Good 19% 59% Ok Bad

22%

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c) Check out counter - Good/ok/Bad. Good Ok Bad Total 166 29 5 200 83% 14.5% 2.5% 100%

Check out Counter

Good 3% 14% Ok Bad

83%

d) Customer Service Desk - Good/ok/Bad. Good Ok Bad Total 155 25 20 200 77.5% 12.5% 10% 100%

CSD
Good Ok Bad

10% 13%

77%

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e) Loyalty Program Good/ok/Bad Good Ok Bad Total 144 38 18 200 72% 19% 9% 100%

Loyalty Program
Good Ok Bad

9% 19%

72%

f) Sales Persons - Good/ok/Bad. Good Ok Bad Total 143 32 25 200 71.5% 16% 12.5% 100%

Sales Persons
Good 13% 16% 71% Ok Bad

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The Cashiers, Sales persons, Check-out counter, Customer Service Desk, Loyalty Programs (Payback card and T24 Mobile connection) all these are directly and in-directly related to the customer satisfaction. Cashier interaction and cashier speed always play an important role for customers satisfaction as well as CSD and Loyalty Programs also have the same importance to satisfy customers. Here maximum customers are satisfied with the Cashiers, Sales Persons, Check-out counter, CSD, Loyalty Programs. So it is important to maintain this thing and continuous monitoring this thing for more improved service. 15. How was your overall experience? (Options: Good/ok/Bad). Good Ok Bad Total 164 30 6 200 82% 15% 3% 100%

Over-all Experience
Good 15% 3% Ok Bad

82%

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16. Would you visit Big-Bazaar again? (Options: Sure/Maybe/Never). Sure Maybe Never Total 180 18 2 200 90% 9% 1% 100%

Sure

Maybe 1%

Never

9%

90%

This analysis part directly indicates the customers satisfaction level and most of them fully satisfied with Big-Bazaar.

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[VI] Findings & Suggestions For Consumers Satisfaction @bb

In the surveys, interviews and study conducted above, I came across many factors that influence the consumers perception of a store and their subsequent shopping and buying decisions. Here, I present the findings gathered and the suggestions we offer to companies based on the data gathered and analyzed. The age groups were identified as key factors impacting shopping and purchase decisions of consumers. By analysing the responses to this question, Researchers and, as well as companies, can identify the demographics of the population that visit retail outlets. The highest number of respondents falls in the age group 28-38. It can be deduced that most of the consumers who visit retail outlets regularly are the youth. The rest of the population who visit the retail outlets under study can be listed in the following descending order of distribution the working age group, the older age group, the middle age group, and senior citizens. It is not surprising that the youth most frequent malls and retail stores. What is unexpected, however, is the fact that more people who fall into the older age group visit the retail stores than those who fall in the middle age group. Then again, this deduction cannot be applied to the entire population of Kolkata. The disparity can be attributed to the small size of the sample under study. Consumers were also asked to indicate their gender. The object of this question is to understand the demographics of the population under study. By analysing the responses to this question, we, the researchers, as well as companies, can identify the distribution in the number of men and women who visit the retail outlets and appropriate decisions can be made keeping these numbers in mind. The highest number of respondents were female, as is depicted by the graph and chart presented above. The number of male respondents was less compared to the female respondents. Two deductions can be made from the above data collected: one, more women visit retail outlets than men. Two, more women are willing to fill out questionnaires and take a survey than men. This can help the companies and researchers in undertaking future decisions and studies. Since more women can be inferred to visit retail stores than men, companies can target their offerings and marketing strategies in two areas. Retail outlets can appeal to the women customers by offering more products
Page 59 of 67

geared especially towards women. They can provide a shopping experience that women are particularly attracted to. Another way that retail chains can use the above data is to appeal to the men rather than the women. Since, fewer men visit retail stores as against women, the companies have a large base of potential customers. By providing products that are geared towards men and by providing a shopping experience that attracts men, the retail chains can expand their customer base.

Findings form Question no. #1 And #2

Consumers approached were asked about their frequency in visits to shops. The frequency points furnished were: Every week, once in 2 week, once in 3 week and once in a month. By analysing the responses to this question, we, the researchers, as well as companies, can identify the number of times a customer is likely to shop in a months time. The highest responses have been attributed to once a month shopping. It can be deduced that consumers who shop only once a month look to buy groceries and other essentials to last them a month. Therefore, retail outlets have tough customers in those who shop once a month. Such customers look to buy in bulk. Moreover, such customers may not be open to experimenting with new stores. Hence, to capture this market, retail outlets must put in place strategies that attract them. Once they profess a liking to a certain store, they turn out to be very loyal customers. Consumers who shop once a week, on the other hand, pose very different challenges to retail stores. Such customers can be presumed to have a high disposable income and may buy more lifestyle or fashion products. Since they shop so frequently, they must continually be entertained and attracted to make repeat purchases at stores. When targeting this segment, companies must be able to get new stock every week, and update their marketing strategies continuously.

Findings form Question no. #3

We understood from analysis part why consumers choose big bazaar than other. Customers choose BigBazaar because of Discount, Product Variety and Offers. This part help researchers, how to increase footfalls by providing betters services/Discount/Product Variety/Offers etc.

Findings form Question no. #4 & #5

This analysis part shows us that maximum consumers were satisfied with variety of products.
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This analysis part show us that maximum customers were not satisfied with brand availability, this part help researchers, how to satisfied consumers by providing more branded products.

Findings form Question no. #6

From this analysis part we can understand the popular section of big bazaar. Food Bazaar, Apparels, Kitchen section is more popular while others sections are not so popular. Researchers may use this analysis part to make popular those other section, and continuous improvements of popular section to increase more footfalls and more satisfaction.

Findings form Question no. #7

This analysis part shows directly the consumers satisfaction level related to the Product or Product Quality in Big-Bazaar. Result shows that maximum consumers are satisfied with their product while 12% consumers are not satisfied.

Findings form Question no. #8

Parking facility is an important one to attract customers and provide them full satisfaction while they are in Big-Bazaar. Here we can see that maximum customers are satisfied with parking facility.

Findings form Question no. #9

The store ambience (stores music, temperature, cleanliness, and lighting) directly related to the customer satisfaction. So that it is important to maintain store ambience as decently as the customers feel good while they are enjoying marketing in the store. Continuous monitoring and improving store ambience attract more customers. Here maximum customers are satisfied and enjoying store ambience while they are shopping in the Big-Bazaar.

Findings form Question no. #10

The stores stuffs always play an important role to customer while they are shopping in the Big-Bazaar. So it is very important to maintain good qualities in store stuffs and also improving their skills as they are more efficient and more helpful to the customers.

Findings form Question no. #11

The Product range, Product quality, Product price and Product availability always play a significant role to the customer satisfaction. Here maximum consumers are satisfied with their Product range, Product quality, Product price and Product availability, while some consumers less satisfied with this. So it is important to maintain Product quality/availability/range as per customers needs.
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Findings form Question no. #12 & #13

In store navigation and store signage also play important role to satisfy customers while shopping in the store. Here we can see that 72% customers are satisfied with in-store navigation while 47% customers are satisfied with in-store signage. Easy navigation and signage in the store helps customers to shop spontaneously in the store. So always maintain easy and simple navigation and in-store signage into the store.

Findings form Question no. #14

The Cashiers, Sales persons, Check-out counter, Customer Service Desk, Loyalty Programs (Payback card and T24 Mobile connection) all these are directly and in-directly related to the customer satisfaction. Cashier interaction and cashier speed always play an important role for customers satisfaction as well as CSD and Loyalty Programs also have the same importance to satisfy customers. Here maximum customers are satisfied with the Cashiers, Sales Persons, Check-out counter, CSD, Loyalty Programs. So it is important to maintain this thing and continuous monitoring this thing for more improved service.

Findings form Question no. #15 & #16

This analysis part directly indicates the customers satisfaction level and most of them fully satisfied with Big-Bazaar.

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[vii] CONCLUSIONs AND RECOMMENDATIONS

Conclusions for Marketing Strategies of BB
To increase the footfall of the store during the weekday. Customers are more attracted towards Discount Schemes & Sales. Various Product lines also attract customers to choose their retails stores. Entertainment units & Kids zone should be provided in Retail stores in order to cater more customers. The after sales service of retail stores should be helpful & effective. This after sales service creates loyal customers. Major steps should be taken to stop shoplifting in retail stores, as it is one of the problematic characters for leading & large size retails stores. The retail stores should provide various kinds of loyalty rights in order to provide more customers.

Recommendations for Marketing Strategies of BB

Retail Stores should focus more on Store Ambience, Store Space & Selling Areas. All the Retails Formats should have an effective Loyalty Program. More focus on Direct Marketing should be given in order to attract more & more customers. Better after sales service & customer service should be provided in order to make customers loyal. To manage proper proportion of Convenience, Staple & Impulse goods. Along with SMS the retails formats should use more innovative ways to alert customers. The Retail store should replenish the goods on time (before the stock ends). A proper proportion of Private & National Brands should be kept in Retail stores.

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Conclusions & Recommendations for Consumers Satisfaction @ BB Pros:

1. Variety: Big Bazaar offers a wide variety of products of different prices and different qualities satisfying most of its customers.

2. Quality: Providing quality at low prices and having different types of products for different income customers is another advantage.

3. Price: As noted the prices and offers in Big Bazaar have been one of the main attractions and reasons for its popularity. The price ranges and the products offered are very satisfying to the customers.

4. Location: The location of Big Bazaar has been mainly in the heart of the city or in the out skirts giving a chance to both the City and the people living outside the city to shop.

5. Advertisements: Big bazaar has endorsed very popular figure like M S Dhoni and other famous personalities which has attracted a lot of customers. This has resulted in increase of sale and the outdoor advertising techniques have also helped Big Bazaar.

6. Middle class appeal: Considering the fact that there are a lot middle class families in India, Big bazaar has had a huge impact on the middle class section of India, the prices, quality and sales strategy has helped in getting the middle income groups getting attracted towards Big Bazaar.

7. Attractive sales: Big bazaar has been known for its great sale and great offers. Big bazaar has had long lines of people waiting to get into the store for the sale. Therefore, the sales that Big Bazaar has had has increased sales in a huge way due to the sales and offers, thus this has been one of the main advantages of Big Bazaar.

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Disadvantages
1. Store layout: The store layout and the assortment of goods is not the best at Big Bazaar, as the quantity of goods sold is more the arrangement and assortment of goods in the store is the greatest. Hence at times customers find it hard to find what they require, this leads to dissatisfaction of customers.

2. Lower quality of goods: As Big bazaar aims more toward the middle income group, the quality of goods is not of the highest quality, and this is sometimes a disadvantage as some would prefer better quality to the price, making customers to search for different places.

3. Does not appeal to the elite: As mentioned above, the main customers are middle income and a few high income groups, The elite do not like to shop at Big Bazaar as the quality of goods is lower and they would prefer a higher price and get a better brand, this decreases sales from the elite class

4. Not acclaimed for very good service: Big Bazaar is not known for high class service. The staff recruited is not very well trained and the billing queues take a long time to move, this irritates customers which makes them visit the store more seldom

5. Lower quality of goods: As the store is trying to concentrate on the middle income group the type of products used is not of the most superior quality and most of the times nor branded, this may dissatisfy certain customers

6. Consumer satisfaction: Long queues and lower quality leads to dissatisfaction of customers. Due to factors mentioned above Big Bazaar shoppers are not always satisfied, this is not a positive for the store.

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[VIII] Limitations
This project report has some limitation. This report does not have any meaning over this limitation. The limitations are 1 .This report based on some selected questionnaires only, and only some Customers feedback were analyzed here. 2. This report based on the only 200 of consumers/customers of Big-Bazaar (Kolkata) not internationally. 3. This report based on the only 1 shopping mall (Avani River Side) of Kolkata. 4. This report may change with Social, Economical, and Political etc parameters. 5. This report may also change with budget constraints, market changes. 6. This report may also have certain procedural errors. Please update the data from internet, market, or anywhere else for the future.

[Ix] Bibliography
Information has been sourced from namely, books, journals, management website, and market. Accessing database help us lotsome are listed below. www.slideshare.net www.managementparadise.com www.roehampton.ac.uk www.AllAnalytics.com www.futuregroup.in http://en.wikipedia.org
www.cci.in/pdf/surveys_reports/indias_retail_sector.pdf articles.economictimes.indiatimes.com www.rai.net.in/

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