Marketing Project Report on Indian Organized Retail Industry Big Bazar

8/11/2019 Marketing Project Report on Indian Organized Retail Industry Big Bazar

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INDUSTRIAL TRAINING PROJECT REPORTUNDER TAKEN

@

ON

INDIAN ORGANIZED RETAIL INDUSTRY

(BIG BAZAR)

(Approved by AICTE, Govt. of Ind!"

ACADE#IC SESSION

Under t$e %&d!n'e of S&b)tted by

Supervisor Name Your Name

Lecturer (college name) Roll: - XXXX

College Address

1

College

Logo


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DECLARATION

I ndersigned t!e student o" #$A % & rdS'# declare t!at t!e pro*ect report is

m o+n +or, and !as carried out under t!e guidance and supervision o" ro".

name. /urt!er I declare t!at it !as not een sumitted to an ot!er universit o"

e0amination.

ate: Sign. 2" Student

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*RE+ACE

In t!is age o" nec, to nec, competition4 t!ere is muc! importance given to practical

,no+ledge. 5!e t!eorical ,no+ledge is not su""icient to understand t!e oundless

"ield o" usiness management.

5oda ever person +ants to e a master in t!e "ield t!e are in. 5!e practical

training is a li"e o" management student. In modern +orld t!e importance o"

management is increasing da da. Industrial training provide a student

su""icient ,no+ledge to develop an education to connect t!eor and practical.

So to "ul"ill our purpose I !ave done training at 6B% B!!r7

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AC-NOLEDGE#ENT

It is m great pleasure to present t!is report e"ore ou. I sincerel +ould li,e to

s!o+ m gratitude to+ards all t!ose persons +!o !ave !elped me t!roug!out m

pro*ect +or,

I am !eartil t!an,"ul to #!n!%er n!)e !t B% B!!r "or giving me !is valuale

guidance "or preparing t!is report. 8e !as een an e0ceptional mentor during t!ese

t+o mont!s o" training. It !as een a great learning e0perience o" eing a trainee

under !im.

I +ould li,e to e0press m special t!an,s to all t!e anot!er o""icial +!o !as !elped

me a lot during t!is SI. 5!eir critical advices !elped me to ma,e t!is report more

e""ective.

#oreover4 I t!an,s to pro". Name +!o guided me e"ore and a"ter t!e industrialtraining. 8e gave me great support to prepare t!is pro*ect4 too. And all +!o

directl or indirectl !elped me in preparing t!is report.

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C$!pter/0

Introd&'ton

Retailing is evolving into a gloal4 !ig!-tec! usiness. al-#art is no+ t!e+orld;s largest corporation and !as ecome t!e largest "ood retailer in t!e nitedStates. /renc! ased Carre"our is t!e +orld;s second largest retailer. Retailing indeveloped countries is ig usiness and etter organi> s. "t. in si>> people.#ost o" t!em are independent and contriute to t!e retail sales. $ecause o"increasing numer o" nuclear "amilies4 +or,ing +omen4 greater +or, pressure andgreater commuting time4 convenience !as ecome a priorit "or Indian customers.5!e ever +ant t!ings under one roo" "or eas access and multiplicit o" c!oice.

5!e gro+t! and development o" organi


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eeping in mind t!e rapid gro+t! o" Indian retail industr and its rig!t"uture4 t!is !as al+as een a t!rust area "or me. $ig $a


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5!e ot!er o*ectives o" t!e pro*ect +ere t!e "ollo+ing:

5o loo, at t!e current trends in t!e Indian organi


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C$!pter/1

Ind&2try *rof3e

Ret!3n%

5!e +ord Eretail; is derived "rom t!e /renc! +ord Eretailer;4 meaning Eto

cut a piece o""; or Eto rea, ul,;. In simple terms4 it implies a "irst-!andtransaction +it! t!e customer.

Retailing involvers a direct inter"ace +it! t!e customer and t!ecoordination o" usiness activities rig!t "rom t!e concept or design stage o" a

product or o""ering to its deliver and post-deliver service to t!e customer. 5!eindustr !as contriuted to t!e economic gro+t! o" man countries and isundoutedl one o" t!e "astest c!anging and dnamic industries in t!e +orld toda.

Ind!n ret!3 nd&2try

5!e Indian retail industr is t!e "i"t! largest in t!e +orld. Comprising o"organi> crore in 3>>9->@ to Rs. 1>=4>>> crore t!eear 3>1>.

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5!e retail scenario in India is uniue. #uc! o" it is in t!e unorgani> people4 India !as t!e largest numer in t!e+orld. #ost o" t!em are independent and contriute as muc! as =B? to total retailsales. $ecause o" t!e increasing numer o" t!e nuclear "amilies4 +or,ing +omen4greater +or, pressure and increased commuting time4 convenience !as ecome a

priorit "or Indian consumers. 5!e +ant evert!ing under one roo" "or eas accessand multiplicit o" c!oice. 5!is o""ers an e0cellent opportunit "or organi illion +ort! o" goods t!at are retailed in India ever

c!ain4 al-#art.

Gro4t$ of Ind!n ret!3 nd&2try

According to t!e Ft! Annual Gloal Retail evelopment Inde0 (GRI) o"A5 earne4 India retail industr is t!e most promising emerging mar,et"or investment. In 3>>D4 t!e retail trade in India !ad a s!are o" F-1>? in t!e G(Gross omestic roduct) o" t!e countr. In 3>>=4 it rose to 13?. It is alsoe0pected to reac! 33? 3>1>.

According to a report Nort! ride Capita4 t!e India retail industr ise0pected to gro+ to SH D>> illion 3>1>. $ t!e same time4 t!e organi? o" t!e total mar,et s!are. It can e mentioned !ere t!at4t!e s!are o" organi>D +as D.@? o" t!e total retail mar,et.

India is rapidl evolving into a competitive mar,etplace +it! potential targetconsumers in t!e nic!e and middle class segments. 5!e mar,et trends indicatetremendous gro+t! opportunities. Gloal ma*ors too are s!o+ing a ,een interest int!e Indian retail mar,et. 2ver t!e ears4 international rands li,e mar,s andspencer4 Samsonite4 Lacoste4 #conald;s4 S+arovs,i4 omino;s among a !ost o"ot!ers !ave come into India t!roug! t!e "ranc!ise route "ollo+ing t!e rele0ation o"/I (/oreign irect Investment) restrictions. Large Indian companies- amongt!em t!e 5ata4 Goen,a and t!e iramal groups are investing !eavil in t!isindustr.

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#!5or Ret!3er2 n Ind!

*!nt!3oon

antaloon is one o" t!e iggest retailers in India +it! more t!an 9@> storesacross t!e countr. 8eaduartered in #umai4 it !as more t!an @ million s. "tretail space located across t!e countr. Its gro+ing at an enviale pace and ise0pected to reac! &> million s. "t t!e ear 3>1>. In 3>>14 antaloon launc!edcountrs "irst !permar,et E$ig $a


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Re3!n'e

Reliance is one o" t!e iggest plaers in Indian retail industr. #ore t!an &>>Reliance /res! stores and Reliance #art are uite popular in t!e Indian retail

mar,et. Its e0pecting its sales to reac! Rs. =>4>>> crores 3>1>.

A6 Br3! Gro&p

AK $irla Group !as a strong presence in Indian apparel retailing. 5!erands li,e Louis !ilippe4 Allen Soll4 Kan 8eusen4 eter 'ngland are uitepopular. Its also investing in ot!er segments o" retail. It +ill invest Rs. F>>>-=>>>crores 3>1>.

Anot!er ig plaer in t!e segment +ill e t!e $!arti group. 2ver!auling t!ispart o" t!e suppl c!ain +ill e t!e ,e to t!e success o" an retail venture in "oodand groceries segment.

al-#art4 t!e +orld;s largest retailer4 and $!arti 'nterprises !ave signed a#emorandum o" nderstanding (#o) to e0plore usiness opportunities in t!eIndian retail industr. 5!is *oint venture +ill mar, t!e entr o" al-#art into t!eIndian retailing industr a retail c!ain li,e /uture Group;s $ig $a>? ear- on- ear)4 ut t!e do


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Retailers ranging "rom antaloon to RG to iramal;s or t!e 5ata;s are+or,ing to+ards e0ploiting t!is model4 perceived consumers as more valueen!ancing. $ut in t!e long run4 +!at is most li,el to succeed is a more alanced

multi-"ormat strateg. /inall4 +!ile in t!e "irst "lus! o" t!e retail oom4 t!eelimination o" traditional intermediaries ma ring +ind"all gains (as +ell as ring+elcome and muc!-needed relie" to t!e producers)4 t!is source +ill increasingldr out as competition intenci"ies and margins come under pressure a "e+ earsdo+n t!e line. !at +ould set t!e survivors apart "rom t!ose +!o are "orced to sellout or go ell-up +ill e di""erentiators li,e location4 value-added services(convenience)4 private laels and customer loalt programs ot!er t!an price. 5!elast4 a result o" retailer-manu"acturer tie-ups4 state-o"-t!e-art suppl c!ainin"rastructure4 gloal sourcing and scale +ill e a ,e "actor. And4 i" e0perience in

ot!er mar,ets is ant!ing to go 4 an uncann ailit to read s!i"ting trends.

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Ret!3 for)!t2 n Ind!

8per marts supermar,ets: large sel"-servicing outlets o""ering products "rom avariet o" categories.

#om-and-pop stores: t!e are "amil o+ned usiness catering to smallsectionsM t!e are individuall !andled retail outlets and !ave a personaltouc!.

epartmental stores: are general retail merc!andisers o""ering ualitproducts and services.

Convenience stores: are located in residential areas +it! slig!tl !ig!erprices goods due to t!e convenience o""ered.

S!opping malls: t!e iggest "orm o" retail in India4 malls o""ers customers ami0 o" all tpes o" products and services including entertainment and "ood

under a single roo". '-trailers: are retailers providing online uing and selling o" products and

services. iscount stores: t!ese are "actor outlets t!at give discount on t!e #R. Kending: it is a relativel ne+ entr4 in t!e retail sector. 8ere everages4

snac,s and ot!er small items can e oug!t via vending mac!ine. Categor ,illers: small specialt stores t!at o""er a variet o" categories.

5!e are ,no+n as categor ,illers as t!e "ocus on speci"ic categories4 suc!as electronics and sporting goods. 5!is is also ,no+n as #ulti $rand 2utlets

or #$2s. Specialt stores: are retail c!ains dealing in speci"ic categories and provide

deep assortment. #umais Cross+ord $oo, Store and RGs #usic orldis a couple o" e0amples.

C$!33en%e2 f!'n% Ind!n ret!3 nd&2try

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5!e ta0 structure in India "avors small usiness Lac, o" adeuate in"rastructure "acilities 8ig! cost o" real estate issimilarit in consumer groups Restrictions in /oreign irect Investment S!ortage o" retail stud options S!ortage o" trained manpo+er Lo+ retail management s,ill

5!e retail industr in India is currentl gro+ing at a great pace and ise0pected to go up to SH F&& illion t!e ear 3>1&. It is "urt!er e0pected toreac! SH 1.& trillion t!e ear 3>1F at a CAGR o" 1>?. As t!e countr !as gota !ig! gro+t! rates4 t!e consumer spending !as also gone up and is also e0pected

to go up "urt!er in t!e "uture. In t!e last "our ear4 t!e consumer spending in Indiaclimed up to D@?. As a result4 t!e India retail industr is e0pected to gro+ "urt!erin t!e "uture das. $ t!e ear 3>1&4 t!e organi


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0. #odern +or)!t Ret!3er2

Supermar,ets ("ood orld) 8permar,ets ($ig $a


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C$!pter/8

Co)p!ny *rof3e

/uture Group4 led its "ounder and Group C'24 #r. is!ore $iani4 is oneo" India;s leading usiness !ouses +it! multiple usinesses spanning across t!econsumption space. !ile retail "orms t!e core usiness activit o" /uture Group4group susidiaries are present in consumer "inance4 capital4 insurance4 leisure andentertainment4 rand development4 retail real estate development4 retail media andlogistics.

Led its "lags!ip enterprise4 antaloon Retail4 t!e group operates over 1Bmillion suare "eet o" retail space in D& cities and to+ns and B@ rural locationsacross India. 8eaduartered in #umai ($oma)4 antaloon Retail emplosaround &>4>>> people and is listed on t!e Indian stoc, e0c!anges. 5!e compan"ollo+s a multi-"ormat retail strateg t!at captures almost t!e entire consumption

as,et o" Indian customers. In t!e li"estle segment4 t!e group operates antaloons4

a "as!ion retail c!ain and Central4 a c!ain o" seamless malls. In t!e value segment4its maruee rand4 $ig $a>F4 $ig $a>t! store4 mar,ing t!e "astest ever organice0pansion o" a !permar,et. 5!e "irst set o" $ig $a>1 inol,ata4 8deraad and $angalore.

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Retail "orms t!e core usiness activit at /uture Group and most o" its

usinesses in t!e consumption space are uilt around retail. /uture Group;s retailnet+or, touc!es t!e lives o" more t!an 3>> million Indians in >>2tore2spread over 0= )33on 2?&!re feeto" retail space. resent in t!e value andli"estle segments4 t!e group;s retail "ormats cater to almost t!e entire consumptione0penditure o" a +ide cross-section o" Indian consumers.

Led antaloon Retail4 t!e group;s "lags!ip compan4 t!e group managessome o" India;s most popular retail c!ains li,e antaloons - a c!ain o" "as!iondestinations4 B% B!!!r - a uniuel Indian !permar,et c!ain4 +ood B!!!r- a

supermar,et c!ain t!at lends t!e loo,4 touc! and "eel o" Indian b!!!r2 +it!aspects o" modern retail li,e c!oice4 convenience and ualit and Centr!3- a c!aino" seamless destination malls. Some o" its ot!er "ormats include Et$n'ty- Indias"irst concept store4 +!ic! recreates t!e e0perience o" a traditional et!nic mar,et ina modern retail "ormat4Br!nd +!'tory4 *3!net Sport24 !LL4 Top 0> and St!r !ndSt!r.

Retailing o" products and services related to !ome uilding and !omeimprovement is led t!roug! t!e group;s "ormats4 7o)e To4n4 a large-"ormat !omesolutions store4 along +it! speciali


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Corpor!te St!te)ent2/

+&t&re Gro&p )!nfe2to

E/uture;- t!e +ord +!ic! signi"ies optimism4 gro+t!4 ac!ievement4 strengt!4eaut4 re+ards and per"ection. /uture encourages us to e0plore areas etune0plored4 +rite rules et un+ritten4 create ne+ opportunities and ne+ successes.5o strive "or a glorious "uture4 it rings to us our strengt!4 our ailit to learn4unlearn and re-learn our ailit to evolve.

e4 in /uture Group4 +ill not +ait "or t!e "uture to un"old itsel" ut create "uture

scenarios in t!e consumer in t!e consumer space and "acilitate consumptionecause consumption is development. 5!ere4 +e +ill e""ect socio-economicdevelopment "or our customers4 emploees4 s!are!olders4 associates and partners.2ur customers +ill not *ust get +!at t!e need4 ut also get t!em +!ere4 !o+ and+!en t!e need.

e +ill not *ust post satis"actor results4 +e +ill create success stories.

e +ill not *ust operate e""icientl in t!e Indian econom4 +e +ill evolve it.

e +ill not *ust spot trends4 +e +ill set trends marring our understanding o"t!e Indian consumer to t!eir needs o" tomorro+.

It is t!is understanding t!at !as !elped us succeed. And it is t!is t!at +ill !elp ussucceed in t!e "uture. e s!all ,eep relearning.

And in t!is process4 do *ust one t!ing.

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Re4rte R&3e2, ret!n 6!3&e2

62on

6/uture Group s!all deliver 'vert!ing4 'ver+!ere4 'ver time "or 'ver Indianconsumer in t!e most pro"itale manner.7

#22on

1. e s!are t!e vision and elie" t!at our customers and sta,e!olders s!all eserved onl creating and e0ecuting "uture scenarios in t!e consumption

space leading to economic development.

3. e +ill e t!e trendsetters in evolving deliver "ormats4 creating retailrealt4 ma,ing consumption a""ordale "or all customer segment- "or classesand "or masses.

&. e s!all in"use Indian rand +it! con"idence and rene+ed amition.

9. e s!all e e""icient4 cost- conscious and committed to ualit in +!atever

+e do.

@. e s!all ensure t!at our positive attitude4 sincerit4 !umilit and uniteddetermination s!all e t!e driving "orce to ma,e us success"ul.

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Core 6!3&e2

Indianness: con"idence in ourselves.

Leaders!ip: to e a leader4 ot! in t!oug!t and usiness.

Respect J 8umilit: to respect ever individual and e !umle in our

conduct. Introspection: Leading to purpose"ul t!in,ing.

2penness: to e open and respective to ne+ ideas4 ,no+ledge and

in"ormation. Kaluing and nurturing relations!ip: to uild long term relations!ips.

Simplicit J positivit: Simplicit and positivit in our t!oug!t4 usiness

and action. Adaptailit: to e /le0ile and adaptale4 to meet c!allenges.

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#r. 65!y -&)!r C$opr!, Independent Dre'tor

K..C!opra is a "ello+ memer o" 5!e Institute o" C!artered Accountants o"India (ICAI) pro"ession and is a Certi"ied Associate o" Indian Institute o"$an,ers (CAII$). 8is an,ing career spans over &1 ears and !e !as servedsenior management positions in Central $an, o" India4 2riental $an, o"Commerce4 SI$I4 Corporation $an, and S'$I.

#r. S$!3e2$ 7!rb$!9t, Independent Dre'tor

S!ri S!ailes! 8ari!a,ti4 is a C!artered Accountant4 Cost Accountant4 and aCerti"ied Internal Auditor. 8e is t!e eput #anaging artner o" 8ari!a,ti JCo.4 C!artered Accountants and past president o" Indian merc!ant C!amers. 8eis on t!e $oard o" several ulic Limited Companies4 including Indianetroc!emicals Corporation Ltd.4 Amu*a Cement 'astern Ltd. etc. 8e is on t!e$oard o" Compan since Oune 14 1===.

#r. S Dore24!)y, Independent Dre'tor

S. ores+am4 is a "ormer C!airman and #anaging irector o" Central $an, o"India and serves on t!e oard o" S #errill Lnc! 5rustee Co and CeatLimited among ot!ers.

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Dr. D O -o2$y, Independent Dre'tor

r. arlie os!4 a ! "rom II5 el!i and ran, !older in #$A !eaded NI

(#inistr o" Commerce4 G2I) as irector "or 3 terms o" o""ice prior to +!ic! !e+as t!e "ounding C!airperson o" /as!ion #anagement at t!e National Instituteo" /as!ion 5ec!nolog (#inistr o" 5e0tiles4 G2I). 8e is currentl t!e irectorGeneral J C'2 o" A5C Net+or, o" @F Institutes Centres and t+o premiercampuses o" Institute o" Apparel #anagement under t!e aegis o" A'C(Sponsored #inistr o" 5e0tiles4 G2I). r. os! received t!e el!i II5Alumni A+ard "or contriution o" National evelopment in 3>>F. r. arlieos! +as also con"erred +it! t!e 6Star o" Italian Solidarit7 one o" t!e !ig!estcivilian a+ards o" t!e Government o" Ital. r. os! is t!e aut!or o" t!ree

pioneering oo,s including t!e muc! acclaimed 6Indian esign 'dge7.

#2. B!3! De2$p!nde, Independent Dre'tor

$ala es!pande4 is Independent irector4 antaloon Retail (India) Ltd. and alsoserves on t!e oards o" eccan Aviation4 Nagar*una Construction4 elspunIndia and Indus League Clot!ing Ltd4 among ot!ers.

#r. An3 7!r2$, Independent Dre'tor

Anil 8aris!4 is t!e partner o" # 8aris! J Co. Associates J Solicitors and an LL# "rom niversit o" #iami. 8e also serves on t!e oard o" #a!indra Gesco4 nitec!4 IndusInd $an, and 8indu*a 5#54 among ot!ers.

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/uture Group enters into *oint venture agreements tolaunc! insurance products +it! Italian insurance ma*or4Generali.

/orms *oint ventures +it! S o""ice stationer retailer4Staples.

1>>< /uture Group crosses H1 illion turnover mar,.

Specialised companies in retail media4 logistics4 IR andrand development and retail-led tec!nolog servicesecome operational.

antaloon Retail +ins t!e International Retailer o" t!e Yearat S-ased National Retail /ederation convention in Ne+Yor, and 'merging Retailer o" t!e Year a+ard at t!e orldRetail Congress !eld in $arcelona.

/uturea> /uture Capital 8oldings ecomes t!e second groupcompan to ma,e a success"ul Initial ulic 2""ering in t!eIndian capital mar,ets.

$ig $a>-store mar,4 mar,ing one o" t!e"astest ever e0pansion o" a !permar,et "ormat an+!erein t!e +orld.

5otal operational retail space crosses 1> million suare "eetmar,.

/uture Group acuires rural retail c!ain4 Aad!ar present in

B@ rural locations.

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A4!rd2 !nd re'o%n%!ton

1>>@CNBC A4!! Con2&)er A4!rd2 1>>@

#ost re"erred #ulti roduct C!ain - $ig $a>@

#ost Admired /ood J Grocer Retailer 2" 5!e Year

#ost Admired /ood Court#ost Admired /ood ro"essional

1>>

Ind!n Ret!3 +or&) A4!rd2 1>>

#ost Admired Retail Compan o" t!e ear - /uture Group

Retail /ace o" t!e Year - is!ore $iani$est Retailer 2" 5!e Year ( 8permar,et) - $ig $a


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e0c!ange "or t!e retail usiness in t!e Indian sucontinent. 5!e "orum presentst!e usiness o" retail in t!e region to a gloal audience4 +it! t!e e0press aim o""acilitating understanding aout and encouraging investment in t!is massivemar,etplace.

$ig $a> Top A4!rd2 1>>

Gold inner - 5op Retailer 3>>F Asia aci"ic

Retail Asia ulis!ing te4 t!e institutor o" t!ese a+ards4 aims to set a plat"ormt!at appraise4 raises and recogni


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Co'!/Co3! Go3den Spoon A4!rd2 1>>

#ost Admired /ood J Grocer Retail Kisionar o" t!e Year: is!ore $iani

#ost Admired /ood J Grocer Retailer o" t!e Year % Supermar,ets: /ood$a>F.

1>>>D % antaloon Retail (India) Ltd

5!e inaugural orld Retail Congress !eld in $arcelona4 Spain in #arc! 3>>Dattracted over one t!ousand retail pro"essionals "rom over si0t countries. 5!ea+ards +ere decided a multinational Grand Our. inners in ot!ercategories included Indite04 #all o" 'mirates4 #ar,s J Spencer and I'A.

7e4tt Be2t E)p3oyer2 1>>>:

I)!%e2 Ret!3 A4!rd2 1>>:

RIL- #ost Admired Retailer o" t!e Year

/ood $a>8

Ind!n Epre22 A4!rd

RIL %#ar,eting '0cellence and '0cellence in $rand $uilding

Ind&23!nd B!n9 (Ind! Br!nd S&))t"

RIL - '0cellence in $rand $uilding

Co)p!ne2 of f&t&re %ro&p

/uture Retail (India) Limited

&9


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8ome Solutions Retail India Limited

/uture $rands Limited

/uture #edia (India) Limited

/uture Suppl C!ain Solutions Limited

Convergem Communication (India) Limited antaloon /ood roduct (India) Limited

/uture no+ledge Services Limited

/uture Capital 8oldings Limited

/uture Generali India Insurance Compan Limited

/uture Generali India Li"e Insurance Compan Limited

/uture a


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In t!e "ood and !ome care segment rands include T!2ty Tre!t4 *re)&)7!rve2t4 +re2$ *&re4 C!re #!te and C3e!n #!te.

In consumer durales and electronics space4 t!e group;s rands include -oryoandSen2e.

Lne of B&2ne22

5!e compan is present across several lines o" usiness +!ic! !ave various"ormats (stores) l+ood4 5!e oller store(OK).

/as!ion % antaloons4 Central4 All4 $rand /actor4 $lue S,4 5op 1>4

/as!ion Station4 $ig $a


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/urniture % Collection I4 /urniture $a


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eac! in 8deraad and #umai4 t!us starting on a success"ul so*ourn +!ic! egant!e c!apter o" organi million "oot"alls into its stores. 5!e "ormat ise0pecting t!e numer o" "oot"all in t!e stores to increase over 19> million t!is "inancial ear . 2ver t!e ears 4 #r. $iani "or !is vision and leaders!ip4 and$ig $a


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Sas Ra*an #al!otra4 resident4 Strateg J Convergence4 $ig $a


40/90

esite : +++.iga>>> to 33>>>>s. "t. and o""er a variet o" "ood products li,e clot!es4 *e+eller4 !ard+are4 sportseuipment4 oo,s4 Cs4 Ks4 5Ks4 electrical euipment and computers etc.

8permar,ets are toda snonmous +it! one stop s!opping. 5!e c!eapestprices +ill normall e "ound in t!ese stores. Across t!re +orld4 !permar,ets areusuall part o" a retail par,4 along +it! ot!er s!ops4 ca"eterias and restaurants. A,e element o" di""erentiation et+een t!e !permar,et and t!e ot!er retail "ormatsis t!at t!e tpicall !ave destination locations. 5!e !permar,ets are designed toattract customers "rom a signi"icantl large area +it! t!eir lo+ price o""ers4 uniuerange and o""ers. It is t!e largest "orm o" organi


41/90

Customers come in $ig $a


42/90

Luggage

5os

/oot+ear etc.

C!ains are ver diverse and appeal to di""erent mar,ets. 5!e are uniue in termso" t!e s!opping e0perience t!e o""er4 t!e services t!e provide and t!e atmosp!ereo" t!e store. 5!e are promotion- oriented. 5!e increase competition +it!discount and specialt stores creating prolems.

Store Or%!n!ton/

93


43/90

C$!pter /:

+!2$on Dep!rt)ent !t B% B!!!r

Store#anager

AssistantStore #anager

2perational#anager

epartment#anager

Additionalepartment #anager

5eam Leader

5eam #emer

9&


44/90

#!r9etn% Str!te%e2 of B% B!!!r

At t!e time o" t!e launc! o" $ig $a


45/90

to t!e e0isting mar,et places +it!in t!e cit as t!e +estern model o" !permar,ets4+!ere t!e store +as located in large area on t!e mid o" t!e cit +ould also reall+or, in India. 5!e cost o" time spent on travels and t!e cost o" petrol in India+ould reall ecome a plus point "or t!e customers. Some o" t!e ,e mar,etingstrategies and promotional activities t!at are success"ull emploed $ig $a


46/90

5!e "ollo+ing learning process "or summer training at $ig $a


47/90

62&!3 #er'$!nd2n%It !as Signages4 etails o" #aterials4

K# /rames4

S!el" 5al,ers4 /ocal iont 8ot Spots4

'0ecution o" romotions4

Communication o" 2""ers4

irectional Signages in t!e Store4

indo+ ispla.

C!2$ Dep!rt)ent It +or,s on Cas! 5ill 2perations4

$illing rocess4 8andling Cas!4

5alling Cas!4

Allocation o" 5ill +ise Cas!iers4

epositing o" Cas! in $an,4

S!ortage '0cess Cas! 5reatment4

All #odes o" aments4

C!ec,ing o" Currenc Note4

/oreign '0c!ange4

Cas! /loat o" Cas!ier4

Gra rocess4

Currenc 8andling J Sstem.

Infor)!ton Te'$no3o%y R'# no+ledge4

SA no+ledge4

Sstem Generated Report4

Stoc, Ad*ustment4 Sc!eme pdation4

8ard+are no+ledge4

a Closing Activit.

9D


48/90


49/90

#argin Analsis4 er S. /t. Return Analsis4

5ic,et Si


50/90

e 6R2#IS'7-t!at "rom toda %+e +ill start selling 6/AS8I2N7J not *ust apparel J ta,e $IG $AAAR to t!e ne0t level sellingmore J more "as!ion.

ar ,e di,!ana !ai

*ro'e22 of +!2$on are!ouse (Receiving)

Su department

5agging

2n "loor

Sta,ing (##)

S&b dep!rt)ent of +!2$on

Mens wear

Ladies wear

Kids wear

Home Linen

#en2 e!r

Section o" men;s +ear

#ens Casual

#ens /aric

#ens /ormal

#ens 2ccasion ear

Suit J $la


51/90

#en;s nig!t +ear

#en2 4e!r

$rand;s o" products A/L

nig!t!ood

Oo!n #iller

OJC

/amous $asics

Signature

S!atran*

KI

L!de2 e!r Section o" ladies +ear

@1


52/90

Ladies 't!anic

Ladies estern

Saree J ress #aterial

Ladies Accessories

Ladies nig!t +ear

Br!nd2 of #er'$!nd2e2 S!arist

OJC

S8AYLA

-d2 e!r Section in ,ids +ear

C!ildren ear

ids Accessories

Br!nd2 of #er'$!nd2e2

@3


53/90

IN J $lue

o+er Ranger

@&


54/90

ABP V/S Achievement Week 1 To 5ABP V/S Achievement Week 1 To 5

S&b DeptS&b Dept AB*AB* A'$eve)entA'$eve)ent A'$HA'$H

#en2 C!2&!3#en2 C!2&!311.4511.45 9.039.03 79%79%

#en2 +!br'#en2 +!br' 0.120.12 0.060.06 50%50%

#en2 +or)!3#en2 +or)!3 2.662.66 4.104.10 154%154%

#en2 O''!2on e!r#en2 O''!2on e!r 0.60.6 0.820.82 137%137%

S&t B3!erS&t B3!er 0.140.14 0.100.10 71%71%

#en2 A''e22ore2#en2 A''e22ore2 2.112.11 2.122.12 100%100%

L!de2 Et$!n'L!de2 Et$!n' 4.094.09 3.113.11 76%76%

L!de2 e2ternL!de2 e2tern 5.415.41 4.944.94 91%91%

S!ree Dre22 #!ter!3S!ree Dre22 #!ter!3 2.242.24 1.471.47 66%66%

L!de2 A''e22ore2L!de2 A''e22ore2 0.510.51 0.490.49 96%96%

C$3dren e!rC$3dren e!r 9.239.23 6.836.83 74%74%

-d2 A''e22ore2-d2 A''e22ore2 0.510.51 0.530.53 104%104%

BB/+!2$onBB/+!2$on 39.0739.07 33.6033.60 86%86%

T!%%n% p!ttern

@9


55/90

5!ere is t!ree tpe o" tag;s

So"t 5ag

8ard 5ag

String 5ag

Type2 of T!%

Strn% T!%2

5!ese tags are t!e !ard plastic tags or could e paper sand+ic!

tags +it! a non-deactivale so"t tag placed inside.

5!ese tags are reusale li,e t!e !ard tags

se onl t!e non-deactivating so"t tags

sed on all items elo+ Rs.9>> in value and !ave een

developed as an alternative to !ard tags.

5!e tags are attac!ed to t!e item using a !ard nlon "astener.

5o c!ec, i" t!e tags are +or,ing4 simpl place t!em on

t!e deactivating pad. I" t!e tag does not eep stop use o" t!e tag.

@@


56/90

7!rd T!%2

8as got t+o speci"ic parts- 5!e pin and t!e tag.

sed "or apparels aove Rs.9>> and in certain categories on all t!e

items.

5ags +ill ring onl i" t!e pin is inserted properl Never use ent4

damaged or rust pins +!ile tagging.

5!e pins can e removed onl using a detac!er4 t!us care s!ould e

Soft T!%2

@B


57/90

So"t tags are t!e "lat paper tags.

#ust al+as e used on "lat clean sur"aces.

A tag must e ent4 do not end an o" t!e pin, area o" t!e circuit. end 1cm on one side onl J no more t!an => degrees.

5!e s!ould not e used on garments4 as t!e +ill leave a stain.

5!ese tags s!ould not e put on metal or "oil products unless t!ere is at least

1 cm space et+een t!e securit tag and t!e product4 or else t!e +ont +or,.

5!ese tags get deactivated on t!e deactivation pad.

@D


58/90

I)port!n'e of )p) In f!2$on

## (merc!andise presentation manual) mpm is related to t!e visual merc!andise.!at is visual merc!andising T

merc!andise is rie"l de"ied as presentation o" a store asmerc!andise in t!e +a t!at +ill attract t!e attention o" potential to t!ecustomer and motivate t!em to ma,e purc!ase.

Adv!nt!%e of )p)

Arranged merc!andise properl

'as to "ind

'as to pic,

'as to u

to put est "or+ard t!e merc!andise !ig!lig!t I terms o" colour

4ualit

!o can +e ma,e e""ective mpm roduct s!ould e tagged "rom

manu"acturing !ouse.

/ocus lig!t s!ould e o t!e "lor.

Availailit o" roper manneuins /or all t!e product.

8gienic product s!ould e pac,ed.

Stoc, s!ould e properl displaed.

@F


59/90

Birthday Celebrations at Big Bazaar

16th-25thJuly

$ig $a1>. eeping in mind its t!irdanniversar4 t!e store +as celerating it +it! t!e customers in t!e "orm o" $irt!daCelerations. 5!e store celerated it "or ten das "rom 1B t!Oul to 3@t!Oul 3>1>.5!e slogan "or t!e irt!da celerations +as 6!us!ion e in !us!ion epa!aar7.

$ig $a


60/90

Sp!'e # !nd Sp!'e #!n!%e)ent

Sp!'e #

/or t!e retailer space is mone. 5!e store !as to e planned in suc! a +a t!atit optimi


61/90

Sp!'e #!n!%e)ent

5!e placement o" merc!andise +it!in t!e store in t!e most pro"itale manneris called space management .it is one o" t!e most important activities4 ecause t!elocation o" merc!andise at di""erent location !ave di""erent values. Some parts o"store are more valuale ecause customers visit t!ose more "reuentl4 +!ic!results in !ig!er sales. It is easier to ma,e sales along.

Space closest to t!e entrances and e0its is t!e most is t!e valuale4 and valuesdecrease "urt!er into t!e store.

Ret!3 #!r9etn% #

5!e asic "unction o" retail is to provide t!e rig!t goods to t!e consumer4 at t!erig!t place and time. 5!roug! t!e retail mar,eting mi0 +e can compete +it! ourcompetitors and ac!ieve t!e sales target. 5!e mar,eting tools t!at a retailorgani


62/90

5!e c!annels are illustrated in "igure given elo+:

C!annels o" Retail #ar,eting

Retail

#ar,eting

#i0

eopleroduct

B3

laceresentation

romotion

CustomerService

rice


63/90

*rod&'t

2ne o" t!e main elements o" t!e retail mar,eting mi0 is t!e products and orservices t!at store o""ers to t!e customer.

roducts are also termed as merc!andise. 5!e di""erent products t!at t!e storeo""ers are toget!er termed as t!e merc!andise mi0.

/or e0ample4 i" +e consider t!e +!2$on at department store4 t!e merc!andise linecomprises:

#ans +ear

#ans accessor

art +ear

Ladies +ear

ids +ear

8ome "as!ion

*r'e

ricing is an integral part o" t!e retail mar,eting mi0. 5!e price polic t!at t!eorgani


64/90

It gives t!e !ig! discount on t!e price li,eM "oods products (3>?4 3@?4 &@?)4 non

"ood products (1>?4 3>?4 &@?)4 u one get one "ree 5op rice4 u & get one "ree

ar, Avenue soap4 etc.

$ig $a


65/90

*re2ent!ton

5!e manner in +!ic! t!e merc!andise is presented at t!e store level is ver

important. 5!is aspect not onl deals +it! t!e store laout and t!e amience

created4 ut also +it! visual merc!andising.

Kisual merc!andising is t!e orderl4 sstematic +a o" putting stoc, on displa in

t!e retail store.

$ig $a


66/90

*eop3e

Retailers operate in a uniue environment. 5!e retail industr is c!aracteri


67/90

5!e tools are illustrated in "igure given elo+:

Advertising

RetailCommunicatio

n #i0

ulicRelation

s

BD

oint o"urc!ase

(2)isplas

Salesromotio

n

ersonalSelling


68/90

Advert2n%

Advertising can e de"ined as an paid "orm o" non- personal presention and

communication t!roug! mass media. It is popularl elieved t!at one o" t!e main

aims o" t!e advertising is to sell to +ide mi0 o" consumers and also to induce

repeat purc!ase.

8o+ever4 a retailer ma use advertising to ac!ieve an o" t!e "ollo+ing o*ectives:

Creating a+areness aout a product or store

Communication in"ormation in order to create a speci"ic image in t!e customer;s

mind in terms o" t!e store merc!andise4 price4 ualit4 ene"its4 etc.

Create a desire to +ant a product.

5o communicate t!e store;s polic on various issues.

Advertising can also !elp identi" a store carring nationall advertised rands.

It can also !elp in repositioning t!e store in t!e mind o" t!e customer.

5o increase sale o" speci"ic categories or to generate s!ort term cas! "lo+s +a

o" sale4 argain das4 midnig!t madness4 etc.

Advertising can also !elp rein"orce t!e retailer;s corporate identit.

/or advertising4 t!e retailer ma use one or a comination o" t!e "ollo+ing

mediums:

ress advertisements

osters and lea"lets4 roc!ures4 oo,lets

oint o" purc!ase displas

BF


69/90

Advertising can also e done t!roug! mediums li,e radio4 television4 outdoor

!oardings and t!e internet.

S!3e2 *ro)oton

Sales promotion !elps a retailer +a o" attracting customer tra""ic and enales

uic, result to e ac!ieved. epending on t!e tpe o" promotion carried out4 it can

!elp increase impulse uing4 generate e0citement and can motivate ot!er c!annel

memers.

Common retail promotions are illustrated:

Coupon:

A coupon allo+s t!e uer a reduction in price on speci"ic merc!andise or

products4 +!en t!e coupon is redeemed .coupons ma e delivered t!roug!

ne+spaper4 maga


70/90

emonstrations:

emonstrations are used to s!o+ t!e customer4 t!e per"ormance capailities

o" t!e products. Kideos ma also e used to aid t!e demonstration and s!o+

t!e use o" t!e products.

roduct $rand romotions and Sc!emes:

5!is is a straig!t"or+ard sc!eme in +!ic! t!e consumer eit!er gets a

monetar discount on t!e purc!ase o" a particular products or gets t+o

products o" t!e same tpe "or t!e price o" one %t!e 6 one get one "ree7sc!eme is e0ample o" same.

$ig $a


71/90

*&b3' Re3!ton2 !nd *&b3'ty

ulic relations (R) are a mar,eting communication "unction4 +!ic! aims

at "ostering good+ill. An important component o" pulic relations is

pulicit. $ +a o" pulic relations4 t!e retail organi


72/90

*er2on!3 Se33n%ersonal selling is a paid "orm o" personal advertising +!ere salespeople

assist customer in satis"ing t!eir needs t!oug! a person-to-person e0c!ange

o" in"ormation .it is a process o" learning t!e needs and t!e +ants o" t!e us

and striving to satis" t!em +it! t!e reuired product or service. ersonal

selling ma occur +it!in t!e environs o" t!e retail store-+!ere personal

selling reuires t!e sales person to satis" t!e needs o" t!e consumer. It ma

also occur outside t!e retail store4 +!ere orders ta,en "orm customer +a

o" t!e telep!one4 internet or mail and t!em serviced. ersonal selling is

precise. It is aimed at a speci"ic individuals. eveloping a strong sales "orce

is !ence an e0pensive proposition4 as t!e sales person !as to e trained on

various aspects o" communication4 li,e understanding t!e od language o"

t!e customer4 etc. 8e also needs to e ,no+ledgeale aout t!e "eatures o"

products and services eing o""ered t!e retailer.

*ont of *&r'$!2e (*O*" D2p3!y2

5!e dictionar o" retailing de"ines oint o" urc!ase communication as t!e

promotional signs and interior displas4 o"ten located at t!e point o" sale or

alongside displas merc!andise. oint o" urc!ase (2) isplas !ave

ecome integral to retail toda. 5!e !elp rein"orce in-store product

randing4 en!ance retail sales "loor communication and provide in"ormation

to t!e customer. 5!e asic "unction o" pop in a retail store4 include posters4

danglers4 "lers glo+ signs4 translites4 anners4 etc.

D3


73/90

5!e role o" 2 c!anges signi"icantl +it! t!e tpe o" product eing sold

and t!e customer;s involvement in t!e purc!ase. i""erent tpes o" 2

material +ould relevant in di""erent tpes o" stores and environment.

In t!e case o" a supermar,et4 2 ma e used to indicate prices4 t!e

location o" products and an special or argain o""er in t!e store. 2 in a

store selling consumer durales and electronics ma la stress on t!e

"eatures o" t!e product4 t!e +arranties and guarantees and t!e a"ter sales

services provided t!e outlet.

D&


74/90

C$!pter/;

Con'3&2on S&%%e2ton2

As a matter o" "act4 t!is on t!e *o training +as "ruit"ul "or me as I learnt manmanagement s,ills practicall during training period at $ig $a


75/90

Sinages +ere not maintained on t!e "loor team memers.

5!ere +ere more t!an 1> cas! counters at t!e store ut t!e didn;t open

ever da. All cas! counters are open onl on "estival season or on t!e megao""ers o" $ig $a


76/90

Con'3&2on

/rom all t!e availale results t!is can e concluded t!at people !ave !ugee0pectations "rom t!e compan. 5!e not onl +ant all t!e t!ings t!e are getting"rom ot!er companies ut in addition t!e also +ant some ot!er ene"its +!ic! inturn can give t!em securit o" eing a part o" $ig $a


77/90

continuousl "illing "eedac, "orms "rom customers and conducting mar,etresearc! on products range and customers; pre"erences.

S&%%e2ton2

5!e "ollo+ing suggestions could e made "or t!e etter per"ormance o" $ig $a


78/90

Bb3o%r!p$y

ride4 illiam #.4 and /errell 2. C. #ar,eting: Concepts and Strategies.

13t!ed. 8oug!ton #i""lin Co.4 SA4 3>>@

Ramas+am4 K. S.4 and Nama,umari S. #ar,eting #anagement: lanning4

implementation and Control. &rded. #acmillan India Ltd.4 3>>3

otler4 !ilip4 and eller evin Lane. #ar,eting #anagement. earson

'ducation4 Inc.4 3>>B

otler4 !ilip4 and Armstrong Gar. rinciples o" #ar,eting. 11 t!ed. earson

rentice 8all4 3>>B

rad!an4 S+apna. Retailing #anagement. 5ata #cGra+ 8ill4 3>>9

e Sites:

+++.pantaloon.com

+++.+i,imedia.com

+++.retailindia.com

+++.google.co.in

DF
http://www.pantaloon.com/http://www.wikimedia.com/http://www.retailindia.com/http://www.google.co.in/http://www.pantaloon.com/http://www.wikimedia.com/http://www.retailindia.com/http://www.google.co.in/


79/90

Anne&re

T$e D!3y Lo% Report

ail Log 31 Oune 3>1>

escription o" Activities

5!is +as m "irst da o" summer interns!ip at $ig$a1>

D=


80/90

Remar,s ("or Comments Compan Supervisor)

ail Log 33 Oune 3>1>


5oda I met 8R #anager in t!e morning and !e too,meeting +it! all t!e #anagement 5rainees doinginterns!ip in $ig $a Oune 3>1>


F>


81/90

ail Log 3& Oune to @ Oul 3>1>


/rom 3& Oune to >@ Oul4 I passed t!roug! t!e learningprocess in detail. In t!is4 I learnt aout t!e organi1>


F1


82/90

ail Log >B Oul to 1@ Oul 3>1>


/rom >B Oul4 I +as as,ed to !ave on t!e *o training int!e /as!ion (epartment) +!ic! is a ,ind o" line o"

usiness o" $ig $a


83/90

ail Log 1B Oul to 3@ Oul 3>1>


/rom 1B to 3@ Oul4 I +or,ed on $irt!da Celerationso" $ig $a1>


F&


84/90

ail Log 3D Oul 3>1>


2n 3D Oul I learnt aout stoc, ta,e o" t!e +!ole store.5!e +!ole da t!ere +as training aout t!e store stoc,ta,e t!at is done uarterl in $ig $a1>


F9


85/90

ail Log 3F Oul to &> Oul 3>1>


A"ter training o" stoc, ta,e4 I +as assigned to +or, onstoc, ta,e o" +!ole store "rom 3F Oul to &> Oul. I!elped t!e organi


86/90

ail Log &1 Oul to >& August 3>1>


/rom &1 Oul to >& August4 I !ad learnt aout variousproducts o" /as!ion department. I also learnt !o+ toma,e purc!ase order "or t!e products in /as!iondepartment . it!out purc!ase order (. 2.)4 no productis ordered or dispatc!ed "rom t!e vendor. I +as toldaout t!e o""ers +!ic! are generall used in /as!iondepartment to attract t!e customers and increase t!esale. I also learnt !o+ to !andle customer grievance atCustomer Service es, (CS).

Signature o" Supervisor

Name o" Supervisor#r. San*eev Sing!(Assistant Store #anager)

ate >@ August 3>1>


ail Log >9 August to >@ August 3>1>

FB


87/90


/rom >9 to >@ August4 I +or,ed in +are!ouse o" t!estore. In +are!ouse4 I learnt aout t!e !andling o"goods properl and a"ter setting margin4 ringing t!em

on t!e "loor.

I also learnt !o+ to do in+ard o" t!e goods. /or t!isproper c!ec,ing is done o" eac! material and entr isdone in t!e in+ard register. I learnt aout out+ard o"goods +!ic! are de"ective or o" e0pir date. 5!at isalso noted in out+ard register. $ot! t!e registers aremaintained properl in +are!ouse. A"ter in+ard o"goods4 margin is set and t!en sent on t!e "loor.

I +as told t!e +are!ouse manager t!at !o+ to ma,epurc!ase order and sent it to t!e particular vendor. Inrie"4 it +as good learning e0perience in +are!ouse as Ilearnt aout inventor management.


Name o" Supervisor#r. San*eev Sing!

(Assistant Store #anager)

ate >D August 3>1>


ail Log >B August to >D August 3>1>

FD


88/90


I learnt aout visual merc!andising on >B and >DAugust. K# #anager told me t!at !o+ K# is

important "or a retail store as it does t!e +or, o" a silentsalesman. 8e also told me aout t!e signage and ot!erdetails o" K# materials. 5!ere are di""erent siF August to 1> August 3>1>

FF


89/90


eeping in mind t!e upcoming $ig das (/ive das#a!aac!at)4 "rom >F to 1> August4 I +as assigned t!e

tas, o" planning "or ig das and displaing t!eproducts properl in /as!ion department . I +as as,ed to ma,e signages "or t!e /as!iondepartment and displaing t!em on particular producton t!e "loor o" /as!ion department . I also !elped in

ringing t!e products on t!e "loor and "inding rig!tspace on t!e "loor "or t!at product to attract t!ecustomers and to increase t!e sales. I +as given t!eresponsiilit o" maintaining proper displa on t!e"loor. In rie"4 I !ad to +or, as a team leader on t!e"loor during $ig as.



ate 13 August 3>1>


ail Log 11 August to 1@ August 3>1>

F=


90/90


As "rom 11 August4 $ig $a lacs. So t!e selling e0perience +as e0cellent in

ig das.



Documents

Marketing Project Report on Indian Organized Retail Industry Big Bazar