DECLARATION

I hereby declared that the project entitled

“Measures to increase customer footfall in Patia

Big Bazaar”

submitted is in partial fulfillment of the

Requirement for the

Degree of

Post Graduate Program in Retail

Management

To Asian School Of Business Management, is my own

work and

is not submitted to any other institute or published

anywhere else before

and

it is not award for any other degree, diploma, or any

other similar title or prize

Place: Raghunath

Pattanaik

Date Reg. No-

RM/o6/034

1

MENTOR CERTIFICATE

The project report of

Raghunath Pattanaik

“Measures to increase customer footfall in Patia

Big Bazaar”

is approved and is acceptable in Quality and form

by..

Internal Examiner: Internal

Examiner:

Name: Name:

Qualification:

Qualification:

Designation:

Designation

2

ACKNOWLEDGEMENT

I sincerely thank ful to Mr.Biswajit Pattanaik, Director of

Asian School of Business Management and Dean Mr. Kalyna

Shankar Ray, who had given opportunity to carry out the

Project work.

I am very much thankful to the Store manager

Mr.Jayanarayan Pujapanda of Big Bazaar (Patia), who has

kindly permited me to undertake the project work in this

esteem organization.

I am also sincerely thankful to Dm. Mr. Srimanta

Samanta,Mr Prabodh Baral,Mr.Ansuman Matiamishra.and

TL Mr.Mohd.faruq and sales person like Mr.Manas,Mr

Debendra,Mr.Trilochan, Mr. Prasanta; who had helped a lot

in completing this project work. I also take pleasure to

express my heart full gratitude to my project guide

Mr.Jayanarayan Pujapanda once again, who encourage me

all the time without which this project couldn’t be

completed.

I would like to thankful to my internal faculty mentor Mr.

for his support guidance and encouragement throughout my

3

study.

I also like to thankful to my family member for their moral

and financial support in time, which helps me, lot in

completing the project successfully.

I am grateful all my friends who helped me directly and/or

indirectly in preparation of this project report and

successful completion of this project.

I am also grateful to God who made me mentally strong by

His/Her blessing in this endeavor of mine.

Raghunath Pattanaik

CONTENTS

EXECUTIVE SUMMERY Page

No.

Introduction

Aims and Objectives

Methodology

Analysis

Conclusion

Recommendation

-CHAPTER 1

ORGANIZATIONAL OVERVIEW

Introduction

History of the organization

Special feature

Competitor details

4

-CHAPTER 2

project overview

Introduction

Aims and Objectives

Methodology

Analysis

Conclusion

Recommendation

-CHAPTER 3

Appendix

Bibliography

References

EXECUTIVE SUMMERY

Introduction

Aims and objectives

Methodology

Analysis

5

Conclusion

Recommendation

-INTRODUCTION:

Pedestrian Counting, also known as footfall, is a

measurement of the number of people entering a shop or

other public space, serving as a key indicator of popularity.

Pedestrian Flow Monitoring is of significance to a shop,

shopping mall or city centre as it indicates the number of

customers, or potential customers, available. Pedestrian

Traffic Counting over time can provide an indication of

customer behaviour patterns: ie which promotions are

effective in generating sales. These patterns, or trends, can

empower businesses to better target their marketing efforts

and therefore move towards maximising their sales

6

potential. By 'understanding' customer behaviour, profits

can be increased greatly. Customer counting provides the

basis for this understanding.

Footfall provides complete store performance information

based on customer movement, using innovative products

and solutions to empower staff at all levels to drive store

profitability. Footfall is a world leader in providing retail

business information and has an international team of

auditors, analysts, account managers and consultants

managing your information and helping introduce

sustainable changes, which deliver significant increases in

sales. Success in business requires customer research as

well as intuitive judgment.

-There are 3 keys to business success:

1. Know your customers - Demographics

2. Know why your customers buy - Psychographics

3. Know your competitors

-Demographics

7

help business owners define their target customers. If you

knew that most of your customers lived in a defined area of

your community you would know where your business

should be located and where to spend your advertising

dollars. If you knew they were 30-40 years of age you

wouldn't bother hiring Britney Spears to endorse your

business. Of course, if you knew that your customers where

in a low or high-income bracket you would adjust your

products, services, and prices accordingly. It is essential to

survey your customers and prospects.

-Psychographics

helps us understand our customer's buying patterns.It is

critical to understand your customers' emotional

attachment to your product or business. When your

customer sees a candle, it's not the wax or the wick they see

it is what the candle personally represents to them. It's the

feeling they get when they picture this formation of wax and

string in their lives. The candle could represent relaxation,

romance, fulfillment, comfort etc.

If purchasing decisions are emotional and not logical why

do

Customers buy from you and not your competitors? Is the

relationship a customer has with a store emotional as well?

8

I can tell

You that it is and you know it is. Think about your favorite

store and why it is your favorite store. Why do you choose

that store over the rest? Logically it is the location, trust,

quality, values, beliefs, service, brand image, the store

projects. Ultimately the logical reasons inculcate an

emotional feeling about that store. You feel good about

doing business in that store.

What are you doing to engage customers and change their

feelings regarding your store?

What does the salesperson say to a customer walking into

their retail store

"May I help you"?

"No thanks, just looking."(The usual response)

Now why do you suppose the salesperson asks that question

when he knows what the customer will say?

If you could increase sales by 10% by asking something

other than "May I help you" would you do it?

What if you asked if they had ever been in your store

before? If the answer was positive you could ask them to

participate in your loyalty program. If not you could offer

them a free gift upon making their first purchase.

By trying different ways to engage your client and tracking

the results

you can improve your clients experience as well as your

bottom line. The act of trying, testing, and tracking new

9

ideas introduces innovation into your sales process and your

business.

New ideas don't have to come from you or your customers

they can also come from your -competitors. You can

emulate the success of your competitors by following their

lead. Big chain stores spend many thousands of dollars

figuring out what customers want and why they buy. Go out

and shop your competition and other retail stores. When out

shopping focus on what is good about what they do and

think about how you could implement it in your store.

How are their products displayed and in what space?

What colors and shapes do they use? What is the overall

feeling?

Ask for help to find something and see how they respond.

Ask questions about products and sales and buy something

to test their sales processes. You may also try to return

what you bought to test their return process.

There is one caveat in copying what the other guy is doing.

Sometimes what they do doesn't work and you will have just

copied their failure.

If you are continually focused on what your CUSTOMER

wants you will succeed over time. If you focus on what YOU

want you are putting yourself at risk for failure. Don’t be

afraid to ask your customers what they want and what they

10

need and don't be afraid to try something different. And

most importantly track the results and prove that what you

are doing is working.

-AIMS AND OBJECTIVES:

The objectives include increasing store traffic by

encouraging new shoppers as well as existing shoppers to

visit the store, increasing the Share-of-wallet for all

shoppers.

Objectives set out what the business is trying to achieve.

Objectives can be set at two levels

Corporate level

Functional level

Both corporate and functional objectives need to conform to

the commonly used SMART criteria.

The SMART criteria are signified below:

Specific

Measurable

Achievable

11

Relevant

Time bound

-METHODOLOGY:

-Study Topic

A survey on “Measures to increase customer footfall” of

Patia Big Bazaar by understanding the role and impact and

the steps involved in developing a retail footfall measures

programme.

-Setting Location:

Western Orissa of its capital city; being well known as

temple city Bhubaneswar, where pantaloon Retail (I)

Limited has hypermarket discount store format under the

“Big Bazaar” brand standing in the very outskirt of the

capital city i.e. 12 Km faraway from the heart of the city,

land marking as KIIT square, patia, the well known

engineering college “Kalinga instititute of Engineering and

Technology” as “KIIT” college.

-Advantages of location:

12

12 lakhs of population in the twin cities of Bhubaneswar & cuttack.

11kms from Airport, 9 kms from railway station, and 7 kms from Bus stand.

Catering to the IT, educational and industrial zone. Close to IT HUB of Orissa Which Caters to Infosys,

Satyam, Wipro, TCS, Braintree and many others. 9 Engineering Colleges & deemed university nearby. Proximity to twin cities (Bhubaneswar & Cuttack) Facing the Nandankanan road of 200' wide on east and

100' wide road to Silicon on south. Market complex around 6 k m. to cater day-to-day

requirement for  2.5 lakh resident as well. Only market complex available within the radius of 6 km.

-Duration of the study – 8 weeks.-Sample/Respondents unit: – Customers.-Sample size/ No. of Respondents: – 100 Customers-Sampling Technique: – Simple Random Sampling

-Data Collection procedure:

Systematic collection of information directly from customers

and from the staff members about the products and their

knowledge, preferences and satisfaction.

Data collection Instrument/ Tool –

Prepared a questionnaire and were asked and extracted

information directly and actively from the customers

concerning about their behavior, level of knowledge,

attitude, and perception towards company goods and

13

services provided. It consists of questions of questions

presented to customers to get the answers. Data’s are also

collected directly from the prime sources and some of the

information were collected from the internet , company

Manual book and annual report of the company, which is a

secondary one.

-ANALYSIS:-

Analysis is the important part of the study made on the

particular topic to find out the result. The data can be

collected by different methods, by daily visiting the store

and have an interaction with the customers and the staff

members. To find out the measures to increase the

customer footfall and what are the strategic plans were

made for the increasing of the customer footfall. To

identifying and overcoming objections during the planning

process. Analysis will be based upon some questionnaires

14

and they are being selected randomly.

RECOMMENDATION

15

CHAPTER 1

16

COMPANY PROFILE

17

Introduction

History of the organization

Special feature

Competitor details

Introduction

About

18

The

Organization

Organization Profile

-About Pantaloon Retail (I) Ltd:-

Pantaloon Retail (I) Ltd. (PRIL) was incorporated on 12,

1987 as Manz wear private Limited under the Stewardship

of Mr.Kishore Biyani. The company was converted into a

public limited company on September 20, 1991 and on

September 25, 1992 the name was changed to Pantaloon

19

fashion (India) Limited and the same time it went public and

today it has approximately 14000 shareholders, it latter

changed its name to Pantaloon Retail (I) Limited on 7th July

1999.

Pantaloon Retail (India) Ltd. The Company's principal

activity is to operate chain retails stores in names of Big

Bazaar, Food Bazaar, Central and Pantaloons. The Big

Bazaar is the discount store which offers a wide range of

products under one roof. The products include apparels and

non-apparels such as utensils, sports goods, and footwear.

The Company also has its presence into gold retailing by

launching Gold Bazaar. The Company's Food Bazaar

provides a range of food and grocery products ranging from

fresh fruits and vegetables, staples, FMCG products and

ready-to-cook products. The Central offers a chain of stores

including books and music stores, global brands in fashion,

sports and lifestyle accessories, grocery store and

restaurants. The Pantaloon retail stores focus largely

apparels and accessories.

Pantaloon Retail (India) Limited, is India’s leading retailer

that operates multiple retail formats in both the value and

lifestyle segment of the Indian consumer market. 

Headquartered in Mumbai (Bombay), the company operates

over 5 million square feet of retail space, has over 450

stores across 40 cities in India, and employs over 18,000

20

people.

The company’s leading formats include Pantaloons, a chain

of fashion outlets,  Big Bazaar, a uniquely Indian

hypermarket chain, Food Bazaar, a supermarket chain,

blends the look, touch and feel of Indian bazaar with

aspects of modern retail like choice, convenience and

quality and Central, a chain of seamless destination malls.

Some of its other formats include, Depot, Shoe Factory,

Brand Factory, Blue Sky, Fashion Station, aLL, Top 10,

mBazaar and Star and Sitara. The company also operates an

online portal, futurebazaar.com.

A subsidiary company, Home Solutions Retail (India)

Limited, operates Home Town, a large-format home

solutions store, Collection i, selling home furniture products

and E-Zone focused on catering to the consumer electronics

segment.

Future Group is India’s leading business group that caters

to the entire Indian consumption space. Led by Mr. Kishore

Biyani, the Future Group operates through six verticals:

Retail, Capital, Brands, Space, Media, and Logistics.

Apart from Pantaloon Retail, the group’s presence in the

retail space is complemented by group companies, Indus

League Clothing, which owns leading apparel brands like

Indigo Nation, Scullers and Urban Yoga, and Galaxy

Entertainment Limited that operates Bowling Co, Sports

Bar, F123 and Brew Bar.

21

The group’s joint venture partners include French retailer

ETAM group, US-based stationary products retailer,

Staples and UK-based Lee Cooper. Group Company, Planet

Retail, owns and operates the franchisee of international

brands like Marks & Spencer, Next, Debenhams and Guess

in India. The group’s Indian joint venture partners include,

Manipal Healthcare, Talwalkar’s, Blue Foods and Liberty

Shoes.

Future Capital Holdings, the group’s financial arm,

focusses on asset management and consumer credit. It

manages assets worth over $1 billion that are being

invested in developing retail real estate and consumer-

related brands and hotels. The group has launched a

consumer credit and financial supermarket format, Future

Money and soon plans to offer insurance products through

a joint venture with Italian insurance major, Generali.

The group is currently developing over 50 malls and

consumption centers across the country and has formed a

joint venture company focusing on mall management with

Singapore-based Capita Land, one of Asia’s largest

property companies.

Future Group’s vision is to, “deliver Everything,

Everywhere, Every time to Every Indian Consumer in the

most profitable manner.” The group considers ‘Indian-ness’

as a core value and its corporate credo is - Rewrite rules,

22

Retain values.

INDIAN RETAIL INDUSTRY – ITS GROWTH,

CHALLENGES, AND OPPORTUNITIES

-Challenges & opportunities:-

Retailing has seen such a transformation over the past

decade that its very definition has undergone a sea change.

No longer can a manufacturer rely on sales to take place by

ensuring mere availability of his product. Today, retailing is

about so much more than mere merchandising. It’s about

casting customers in a story, reflecting their desires and

aspirations, and forging long-lasting relationships. As the

Indian consumer evolves they expect more and more at

each and every time when they steps into a store. Retail

today has changed from selling a product or a service to

selling a hope, an aspiration, and above all an experience

that a consumer would like to repeat.

For manufacturers and service providers the emerging

opportunities in urban markets seem to lie in capturing and

23

delivering better value to the customers through retail. For

instance, in Chennai CavinKare’s LimeLite, Marico’s Kaya

Skin Clinic and Apollo Hospital’s Apollo Pharmacies are

examples, to name a few, where manufacturers/service

providers combine their own manufactured products and

services with those of others to generate value hitherto

unknown. The last mile connect seems to be increasingly

lively and experiential. Also, manufacturers and service

providers face an exploding rural market yet only

marginally tapped due to difficulties in rural retailing. Only

innovative concepts and models may survive the test of time

and investments.

However, manufacturers and service providers will also

increasingly face a host of specialist retailers, who are

characterized by use of modern management techniques,

backed with seemingly unlimited financial resources.

Organized retail appears inevitable.

Retailing in India is currently estimated to be a US$ 200

billion industry, of which organized retailing makes up a

paltry 3 percent or US$ 6.4 billion. By 2010, organized

retail is projected to reach US$ 23 billion. For retail

industry in India, things have never looked better and

brighter. Challenges to the manufacturers and service

providers would abound when market power shifts to

24

organized retail.

-Growth:-

The retail sector has played a phenomenal role throughout

the world in increasing productivity of consumer goods and

services. It is also the second largest industry in US in

terms of numbers of employees and establishments. There

is no denying the fact that most of the developed economies

are very much relying on their retail sector as a locomotive

of growth. The India Retail Industry is the largest among all

the industries, accounting for over 10 per cent of the

country’s GDP and around 8 per cent of the employment.

The Retail Industry in India has come forth as one of the

most dynamic and fast paced industries with several players

entering the market. But all of them have not yet tasted

success because of the heavy initial investments that are

required to break even with other companies and compete

with them. The India Retail Industry is gradually inching its

way towards becoming the next boom industry.

Indian Retail Industry: Strategies, Trends, and

Opportunities 2007

Retail is India’s largest industry, accounting for over 10 per

cent of the country’s GDP and around eight per cent of the

employment. Retail industry in India is at the crossroads. It

has emerged as one of the most dynamic and fast paced

25

industries with several players entering the market. But

because of the heavy initial investments required, break

even is difficult to achieve and many of these players have

not tasted success so far. However, the future is promising;

the market is growing, government policies are becoming

more favorable and emerging technologies are facilitating

operations.

Retailing in India is gradually inching its way toward

becoming the next boom industry. The whole concept of

shopping has altered in terms of format and consumer

buying behavior, ushering in a revolution in shopping in

India. Modern retail has entered India as seen in sprawling

shopping centre, multi-storied malls and huge complexes

offer shopping, entertainment and food all under one roof.

The Indian retailing sector is at an inflexion point where the

growth of organized retailing and growth in the

consumption by the Indian population is going to take a

higher growth trajectory. The Indian population is

witnessing a significant change in its demographics. A large

young working population with median age of 24 years,

nuclear families in urban areas, along with increasing

working-women population and emerging opportunities in

the services sector are going to be the key growth drivers of

the organized retail sector in India.

26

-Some Key Facts:-

- Retail is India’s largest industry, accounting for over 10

per cent of the country’s GDP and around eight per cent of

the employment

- The market size of Indian retail industry is about US $312

billion

- Organized retailing comprises only 2.8 per cent of the total

retailing market and is estimated at around US$ 8.7 billion

- The organized retail sector is expected to grow to US $ 70

billion by 2010

-Indian Retail Scenario:-

Retail in India is still at a very early stage. Most retail firms

are companies from other industries that are now entering

the retail sector on account of its amazing potential. There

are only a handful of companies with a retail background.

One such company is Nilgiri’s from Bangalore that started

as a dairy and incorporated other areas in its business with

great success. Their achievement has led to the arrival of

numerous other players, most with the backing of large

groups, but usually not with a retail background. Most new

entrants to the India retail scene are real estate groups who

see their access to and knowledge of land, location, and

construction as prime factors for entering the market.

27

New retail stores have traditionally started operations in

cities like Mumbai and Delhi where there has been an

existing base of metropolitan consumers with ready cash

and global tastes. The new perspective to this trend is that

new entrants to the retail scenario should first enter smaller

cities rather than focusing entirely on the metro’s. Spending

power in India is not concentrated any more in just the 4

metros (Delhi, Mumbai, Chennai, Kolkata). Smaller but

upcoming cities like Chandigarh, Coimbatore, Pune,

Ahmedabad, Baroda, Trivandrum, Cochin, Ludhiana, Simla

etc will fast be catching up to the metro’s in their spending

capacity.

Cities in south India have taken to the supermarket style of

shopping very eagerly and so far the maximum number of

organized grocery and department stores are in Chennai,

Bangalore and Hyderabad. The north has a long way to go

to come up to par. International stores now prefer to gauge

the reaction of the public in these cities before investing

heavily in a nation-wide expansion. Milou, the Swiss

children’s wear retailer, recently opened up its first store in

Chennai, bypassing Delhi and Mumbai

Besides the urban market, India’s rural market has just

started to be seen as a viable option and companies who

understand what the rural consumer wants will grow to

incredible heights. The bulk of India’s population still live in

rural areas and to be able to cater specifically to them will

28

mean generating tremendous amounts of business.

Business, specifically retail business must focus on the most

important factor in the Indian mind-set----Value for Money.

Indian consumers are ready to pay almost any amount of

money for a product or service as long as they feel they are

getting good Value for Money. This is often misconstrued as

being tight fisted or interested in lower priced and/or lower

quality products.

In the past decade, international companies entering India

(Levi’s, Pepe, Tommy Hilfiger, Marks and Spencer, Mango)

have generally offered moderately priced to expensive

items. They have aimed for the upper-middle and rich

classes of Indian society. These are consumers who travel

abroad often and can buy these items overseas quite easily.

Instead, international companies should be focusing on the

lower and lower-middle classes of India. This is where the

real potential is, the aspirational class of consumers who

want to lead a better lives and believe in education, hard

work and absorb knowledge from every possible angle. The

phenomenal success of Big Bazaar, Pantaloons version of

Wal-Mart, is proof that there is enormous potential in

providing products and services to this class of consumers.

Indians are very curious by nature and will try everything at

least once before rejecting it. The initial success of KFC in

India proved that Indians could make a success of most new

ventures entering India but reject a concept once they have

29

tried and tested the offering and found nothing worth going

back for. The menu at KFC was rather boring and insipid to

the Indian consumer who is used to the innumerable

combinations and permutations of street food. For their

second run in India, KFC re-thought its menu and has been

very successful marketing at specific groups within India,

like the Punjabi’s who have quite a history of loving the

Chicken leg and have made the Chandigarh outlet a huge

success!

A company entering India cannot have just one game plan

to apply to the entire country as the people, their tastes, the

lifestyle, the budgets etc are all too divergent. International

entrants must enter each market specifically focusing only

on that area to be successful.

Metros: Delhi, Mumbai, Chennai and Kolkata

Second rung but will soon outpace metros: Hyderabad,

Bangalore, Ahmedabad, Gurgaon, Pune, Baroda

Small and developing fast: Chandigarh, Coimbatore,

Trivandrum, Faridabad, Ludhiana, Cochin, Simla, Mysore

Pantaloon: Fashion by Pantaloon:

Pantaloon is the company’s departmental store and part of

lifestyle retail format. In fact, PRIL took its very initial steps

in the retail journey by setting up the first pantaloon store

in Kolkata in 1997. In a very short time Pantaloon has been

30

able to shape a special place for itself in the hearts and

minds of the aspirational Indian consumers. The company

has depth of offering for both men and women at affordable

prices. A striking characteristic of Pantaloon has been the

strength of its private label programme. John Miller, Ajile,

Scottsville, Annabelle is some of the successful brands

created by the company.

Fashion Station-Fashion ka big bazaar:

Fashion Station is the company's offering from their value

retail platform. A thematic store, Fashion Station is an

attempt to offer fashion forward products to the mass

market.

Called a first of its kind fashion destination, Fashion Station

houses a wide selection of trendy apparels. The USP of the

store is 'Fashion that fits your budget', which translates to

great deals on apparel & accessories for Men, Women, and

Children.

What stands out about these stores is their innovative retail

presentation. Built on the concept of a railway station, each

section is appealingly named related to a station such as

Style Platform, Baby Wagon, Time Travel, Accessory

Junction, Sports Terminal, First Class Casuals, Evening

31

Xpress, Station Master and so on.

At Fashion Station, you will find attractions for the entire

family. From offering a wide selection of trendy apparels for

the current fashion conscious generation to Ladies who will

find amazing deals on Women's Western wear, Casual wear,

Ethnic Wear, Night Wear, Accessories and many such

categories, as well as for Men who can shop in style without

having to burn a hole in their pockets for fashion in First

Class Formals, Casuals, Ethnic wear, Party Wear, Shoes and

Accessories, you will get it all at Fashion Station!

If you are fashion conscious and are on the look out for good

bargains, come to this one-stop shop that offers the best in

fashion and latest in trends, at crazy reasonable prices.

Pantaloons fresh fashion:

Pantaloons Fresh Fashion, India’s leading fashion retailer

has announced its ‘end-of-season-sale’ for consumers

commenced on July 12, 2007.

The Pantaloons end-of-season-sale promises discounts of up

to 50% on all the major categories such as men’s formal,

casual & sportswear; women’s ethnic & western wear; kids

wear, infant wear, and accessories.

The sale is on at Pantaloon Fresh Fashion stores in Mumbai,

Pune, Ahmedabad, Baroda, Rajkot, Surat, Indore, Agra,

32

Delhi (NCR), Hyderabad & Bangalore stores.

The sale at Pantaloons stores has something for everyone.

The Pantaloons End-of-season-Sale offers discounts on all

large categories like apparel and accessories for all kinds of

customers. Also it offers products on discounts for all age

groups including kids and infants.

Some of the popular brands on sale are - John Miller,

Lombard, Urbana, Scullers, RIG, UMM, BARE Denim, BARE

Leisure, JM Sport, Ajile, Annabelle, Honey, Akkriti, Chalk,

BARE 7214, etc.

Pantaloon-Brand Factory

Brand Factory brings to the Indian consumers the promise

of revolutionizing value shopping by offering the best Indian

and International brands at Smart Prices

Brand Factory promises its customers that value shopping

is not about seconds’ experience, it’s not about a garage

sale environment and it’s not about buying cheap. Instead,

it’s all about an amazing experience of ‘Buying Smart’.

The thought behind Brand Factory is to raise the bar of

expectation and experience when it comes to ‘Brand +

Bargain Shopping’. Over the years Factory Outlets have

become distinct shopping destinations with distinct

audiences. With fashion cycles reducing, larger quantities of

33

stocks are reaching factory outlets. But then what gets

compromised in the process is the brand and its image.

The emphasis at Brand Factory is to offer the customer the

widest range of brands and categories possible at absolutely

great prices, in an ambience that befits the brand. Brand

Factory presents the brands in a fully air-conditioned, slick

environment varying between 70,000 to 1,50,00 square feet.

The stores offers a wide range of products including

apparels for men and women; infant wear; accessories;

cosmetics; footwear; sportswear, luggage; home linen and

much more.

Brand Factory hosts several Indian and International

fashion brands including Levis, Pepe Jeans, Dockers,

Wrangler, ProVogue, Arrow, Nike, Adidas, Reebok, Louis

Phillip, Allen Solly, Reid and Taylor, Gini and Jony amongst

others.

Big Bazaar: Is Se sasta aura acha kahin nahin

Shop till you drop! Big Bazaar has democratized shopping in

India and is so much more than a hypermarket. Here, you

will find over 170,000 products under one roof that cater to

every need of a family, making Big Bazaar India’s favorite

shopping destination.

34

At Big Bazaar, you will get the best products at the best

prices -- this is our guarantee. From apparel to general

merchandise like plastics, home furnishings, utensils,

crockery, cutlery, sports goods, car accessories, books and

music, computer accessories and many, many more. Big

Bazaar is the destination where you get products available

at prices lower than the MRP, setting a new level of

standard in price, convenience, and quality.

If you are a fashion conscious buyer who wants great

clothes at great prices, Big Bazaar is the place to be.

Leveraging on the company’s inherent strength of fashion,

Big Bazaar has created a strong value-for-money

proposition for its customers. This highlights the uniqueness

of Big Bazaar as compared to traditional hypermarkets,

which principally revolve around food, groceries, and

general merchandise.

Boasting of an impressive array of private labels, Big Bazaar

is continually striving to provide customers with a

‘complete’ look. So be it men’s wear, women’s wear, kids

wear, sportswear or party wear, Big Bazaar fashions has it

all!

Food Bazaar: Wholesale prices-

“Ab Ghar Chalaana Kitna Aasaan”

Food Bazaar invites you for a shopping experience, unique

35

by its ambience. At Food Bazaar you will find a hitherto

unseen blend of a typical Indian Bazaar and International

supermarket atmosphere.

Flagged off in April’02, Food Bazaar is a chain of large

supermarkets with a difference, where the best of Western

and Indian values have been put together to ensure your

satisfaction and comfort while shopping.

The western values of convenience, cleanliness, and hygiene

are offered through pre packed commodities and the Indian

values of "See-Touch-Feel" are offered through the “bazaar-

like” atmosphere created by displaying staples out in the

open, all at very economical and affordable prices without

any compromise on quality.

The best of everything offered with a seal of freshness and

purity will definitely make your final buying decision a lot

easier.

Central mall: Shop, Eat, and Celebrate

Launched in May'04 at Bangalore, Central is a showcase,

seamless mall and the first of its kind in India. The thought

behind this pioneering concept was to give customers an

unobstructed and a pure shopping experience and to

ensure the best brands in the Indian market are made

available to the discerning Indian customer.

Central offers everything for the urban aspirational shopper

36

to shop, eat and celebrate. Located in the heart of the city,

Central believes its customers should not have to travel

long distances to reach us; instead we must be present

where customers frequently visit.

Central houses over 300 brands across categories, such as

apparel, footwear and accessories for women, men,

children and infants, apart from a whole range of Music,

Books, Coffee Shops, Food Courts, Super Markets (Food

Bazaar), Fine Dining Restaurants, Pubs and Discotheques.

The mall also has a separate section for services such as

Travel, Finance, Investment, Insurance, Concert/Cinema

Ticket Booking, Bill Payments and other miscellaneous

services. In addition, Central houses Central Square, a

dedicated space for product launches, impromptu events,

daring displays, exciting shows, and art exhibitions. Central

is an integral part of the city and in the long run a City

should become part of CENTRAL!

In a short span of its existence Central has revolutionized

and redefined the shopping experience in India. At Central,

customers no longer only shop, they get SHOP-ATAINED!

We invite you to experience this irresistible retail

destination at Bangalore, Hyderabad and Pune cities.

37

HISTORY

OF THE

38

ORGANISATION

History of the Organization

-BIG BAZAAR:

Big Bazaar is not just another hypermarket. It caters to

every need of your family. Where Big Bazaar scores over

other stores is its value for money proposition for the Indian

customers.

At Big Bazaar, you will definitely get the best products at

the best prices -- that’s what we guarantee. With the ever

increasing array of private labels, it has opened the doors

into the world of fashion and general merchandise including

home furnishings, utensils, crockery, cutlery, sports goods

and much more at prices that will surprise you. And this is

just the beginning. Big Bazaar plans to add much more to

complete your shopping experience.

Big Bazaar, widely known for its unbelievable pricing and

unmatched offers throughout the year, is India’s pioneer

hypermarket store with a chain of 61 outlets and 92 Food

Bazaars’ across the country.

39

Different House of Big Bazaar

Big Bazaar is divided into different houses they are:-

1. Lavender House: Food Bazaar

2. Silver House: Utensils, Plastics, crockery

3. Gold House: Ladies apparel, Fashion Jewelry

4. White House: Kids Ware, Boys ware, Girls ware, Toys

5. Brown House: Foot ware, Luggage, Sun glasses and

Watches, m Bazaar

6. Red House : Furniture Bazaar, Depot, Gifts, Electronics

Bazaar

7. Blue House: Gents Appeals and Accessories

SPECIAL FEATUR

OF

PANTALLOON’S

BIG BAZAAR

40

SPECIAL FEATURE OF PANTALOONS

Corporate mission

“We share the vision and belief that by improving our

performance through innovative sprit and dedication,

we shall serve our customers and stakeholders

satisfactorily”.

PRIL believes that unconventional and innovative thinking

will be key ingredients to attain leadership in the emerging

retail sector where the rules of the games are still evolving.

Where as serving the customers satisfactorily is the core

focus, the company also believes in adequately rewarding

its share holders through concentrated efforts on reducing

cost and improving profitability. To implement the

corporate mission, PRIL has penned a well thought of

corporate strategy and policy which will ensure rapid

growth in the coming years. This strategy can be best

described in the following words

41

-Company Vision:

Pantalonn has been a pioneer in introducing a concept of

mega retail stores in India called “Pantaloons” for the entire

family. In an extremely price-sensitive market like India, the

Pantaloon chain of stores has been successful in

maintaining the equilibrium between quality and price.

-Products that offers real value for money:

Through its chain of Pantaloon stores, the company has

brought to the Indian masses an ambience conductive for

shopping, and offers customers tremendous convenience to

shop. In addition, the super store also offers a varieties

range of brands, which encompoass every aspect of modern

dressing in India.

-Cater to the entire household:To complete the idea of a

family store, besides garments, pantaloons also retail

household items, home furnishings, books, infants

necessities, toys, music, fashion accessories, etc.

Customer assistance par excellence

With Pantaloons, the company believes in providing

assistance par excellence to its customers, despite the store

being self-service store. The company aims to deliver value

to the customers through various unique avenues.

-No question asked exchange policy:

42

Another highlight of the Pantaloons service is “No question

asked” exchange policy, which allows customers to

exchange products within 7-15 days of buying them, without

giving any reasons.

Building long term relationship

To further enhance and build long-term-relationships with

its customers, pantaloon offers membership of the

“privilege club” to its select customers.

As Pantaloon moves into the era of multi –brand and multi-

product retailing, it is time for its privilege program to

mature. In our constant effort to offer our customers the

best service, we are migrating to a new privilege card- the

“GREEN CARD”

Rewrite Rules - Retain Values – The sprit of the

Organization

Passion for retail is why we are here, empowerment is what

you acquire and, freedom at work is what you get.

Unleashing this are our most valuable asset PEOPLE. Young

in spirit, adventurous in action with an average age of 27

years, our qualified professional work in an environment

where “change” is the buzzword. In a world where

creating difference to a shoppers life is passion,

performance becomes the key that transforms the

workplace. An issue today is a solution tomorrow; “out of

the box” thinking has become a way of life in this

43

organization and living with uncertainty a habit. Having the

zeal of leading of leading from the front, enter a world

where we promise you good days and bad days but never a

dull moment. Our imprints are displayed for everyone to

see, because we are too transparent like a glass.

-Customer Interaction:

Our business largely encourages a self-service culture

among our customers. Everything is well communicated and

displayed in the store, and this helps the customers to shop

on their own. However, customers would still like to get

help when they need from somebody who is courteous,

helpful, & effective.

Every customer interaction is an opportunity for us to

contribute to the customer’s satisfaction. The customer

maybe looking for something specific, or have a question

about our products, our store or our policies. Or the

customer may just be looking around. Sometimes a

customer could have dissatisfaction against our system,

have experienced some incident where we went wrong, or

have a suggestion for us to improve.

At all these times, eeffective and courteous interactions

with all our customers go a long way in ensuring the

success of our store. An effective customer interaction is

about communication and problem solving. If we are able to

44

provide a solution to them, we win a loyal customer for life.

The following procedures have been put together to enable

effective & courteous customer interactions between staff

from our various sections and customers walking into our

stores.

“Future” – the word that signifies optimism, growth,

achievement, strength, beauty, rewards and perfection.

Future encourages us to explore areas yet unexplored, write

rules yet unwritten; create new opportunities and new

successes. To strive for a glorious future brings to us our

strength, our ability to learn, unlearn and re-learn, our

ability to evolve.

About Future group

We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners.

Our customers will not just get what they need, but also get them where, how and when they need.

We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it.

We will not just spot trends, we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow.

45

It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing.

Rewrite Rules. Retain Values.

Group Vision

Future Group shall deliver Everything, Everywhere, Every

time for Every Indian Consumer in the most profitable

manner.

Group 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.

Core Values

Indian ness: confidence in ourselves.

Leadership: to be a leader, both in thought and business.

Respect & Humility: to respect every individual and be humble in our conduct.

46

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 & Positively: Simplicity and positively 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.         

-According to Future group:

• A dissatisfied customer will tell 10 more people,

approximately 13% of those will tell up to 20 more people

• Most customers that complain (54-70%) will do

business with us again if we resolve their problems

• Happy customers with complaints resolved will

communicate it further to 3 to 5 people

•

-Impact of customer service on the success of our

store:

• It attracts new customers and retains existing ones

• Customer retention leads to

• Profit

• Loyalty

47

• Repurchases

“If at our store we follow & maintain the Customer

Interaction Standards then nothing can stop us from

becoming a Successful Store”

-Blending strategy:

To targeting higher share in customer shopping basket the

company has adopted blending strategies. By entering into

multiple formats- departmental stores and hypermarket, e-

tailing, etc.

“Family Focus rather than individual focus”

PRIL strategy is to target family as its customer rather than

individual. With Indian audience having social ethics and

culture deeply rooted in them addressing the family pulls

more customers into the store.

-Retain values:

The company has ambitious growth plan, it want to retain

its values. The company believes in the following value and

these will be the foundation on which any strategy of

growth will be capitalized.

-Indian-Ness:

The core value of company is INDIAN-NESS. We believe in

48

ourselves. The company is developing Indian model of

retailing being India is unique country and the Indian

customers have unique culture and value systems that’s

why company is targeting family as customer rather than

individual, offers products of Indian taste, combination of

own category and shop-in-shop category to offer to

customer and having mix of big retailer partnering with

small retailer.

-Dedication:

The company is dedicated to customer satisfaction that why

it has no question asked exchange policy, offering product

which customer need or demand, follows inverse pyramid

structure of organization where board of director is at the

bottom and customer service executive is on the top.

-Leadership:

The company wants to be a leader and not a follower. The

company has taken initiatives and taken leadership position

in retailing by launching multiple formats of retailing and

targeting all segments of society.

-Respect:

49

The company has respect for every individual whomsoever

it may be that’s why even employees been considered as

internal customer, suppliers/vendors are being treated as

partners in progress and company believes in relationship

to deliver value to customers rather business transactions/

deals

Major mile stone

Company Incorporated 1987-88

The pantaloon Trouser – India’s first formal

trousers brand launched

1987-88

BARE- Indian Jean brand launched 1989-90

John Miller – Shirt inspired by America –

Formal shirt in popular segment launched

1993-94

Distribution of branded garments through

multi- brand retail outlets across nation and

1993-94

50

exports of garments

The Pantaloon Shoppe – exclusive Men’s wear

store in franchisee format launched across

nation

1993-94

Pantaloon – India’s family store launched 1997-98

BIG BAZAAR – is se sasta aura cha aura cha

kahi nahin-I Indian hyper market launched

2001—02

Food bazaar- whole sale prices- chain of large

super markets with a difference

2001-02

Gold bazaar- sone pe suhaga. Sudh bhi, saste

bhi

2003

Central mall 2004

Awards & Reorganization

2007

=>> National Retail Federation Awards

International Retailer for the Year 2007 – Pantaloon Retail (India) Ltd

=>> World Retail Congress AwardsEmerging Market Retailer of the Year 2007 – Pantaloon Retail (India) Ltd

=>> Hewitt Best Employers 2007Best Employers in India (Rank 14th) – Pantaloon Retail (India) Ltd

=>> PC World Indian Website AwardsBest Indian Website In The Shopping Category - Futurebazaar.com.

51

=>> Reader’s Digest Trusted Brands Platinum AwardsTrusted Brands Platinum Award (Supermarket Category) – Big Bazaar

2006

=>> Retail Asia Pacific Top 500 Awards

Asia Pacific Best of the Best Retailers – Pantaloon Retail (India) LtdBest Retailer in India – Pantaloon Retail (India) Ltd

=>> Asiamoney AwardsBest Managed Company in India (Mid-cap) – Pantaloon retail (India) Ltd. .

=>> Ernst & Young Entrepreneur of the Year AwardErnst & Young Entrepreneur of the Year (Services) – Kishore Biyani

=>> CNBC Indian Business Leaders AwardsThe First Generation Entrepreneur of the Year – Kishore Biyani

=>>Lakshmipat Singhania – IIM Lucknow National Leadership AwardsYoung Business Leader – Kishore Biyani

=>> Images Retail Awards Best Value Retail Store – Big BazaarBest Retail Destination – Big Bazaar Best Food & Grocery Store – Food Bazaar Retail Face of the Year – Kishore Biyani

=>> Readers’ Digest Awards Platinum Trusted Brand Award - Big Bazaar

52

=>> CNBC Awaaz Consumer AwardsMost Preferred Large Food & Grocery Supermarket – Big Bazaar

=>> Reid & Taylor Awards for Retail ExcellenceRetail Entrepreneur of the Year – Kishore Biyani

Know the function – Departments

>>

Category management

>> Design departments

>> Production and merchandising

>> Information Technology

>> Supply chain Management

>> Operation

>> Finance and Accounts

>> Human Resources management

>> Marketing Management

>> Visual Merchandising

-Category management:

For the last number of years the industry’s big problem was

an absence of accountability among its members. In 2000 –

01. Pantaloons took the industry lead by instituting an

53

effective category management structure where, in

exchange for seamless product and information flow,

managers provide accountability. An international best

practice, this tried and tested method of work flow has

brought to the front of some of the well known in-house

brands such as “BARE”, “JOHN MILLER” “ANNABELLE”

while introducing license brands .

-Design departments:

Setting the mood to shop by being the trend setters. With

70% of our products being in – house, this team consisting

of qualified designers put their effort to design the store

layout as well as allocation of space where merchandise to

be kept and the display board implied as the silent sellers

have decided by the team.

-Production and merchandising:-“Breathing Life into

the design”

Helping translate the concepts of the designers into a

workable prototype at marketplace becomes the core area

of operation for this operation for this function. What with

aback up of a manufacturing set- up which itself prides in

holding the state- of- the- art machinery ever willing to

accommodate more and receding deadlines, this

merchandising intermediary between the production and

54

the category the onus of sourcing the right fabric to meet

the specifications and most importantly delivering on time.

-Information technology:-“Writing the Organization”

working on a software which only most of the development

oriented companies work on” progress” and networking the

organization spread across 15 cities is no mean

achievement for a team which believes on being self reliant.

Every day throws a new challenge to the wired team not

only to work on development projects in anticipation of the

organizational requirements but also customizing itself to

the pace of the ever changing schemes of the products and

meeting up to demands of the customers both internal and

external. It Is SAP today.

-Supply chain management:-“on time delivery

everywhere”

This department has brought the flow and distribution

system of Big Bazaar & Food Bazaar quite a challenge

considering the fact that products at Big Bazaar are also

brought locally and bringing all the vendors under one

umbrella, not to forget the consistency of quality standard,

warehousing ensuring products reach the destination on

time with all the administrative department taken care of.

55

-Operation:

The lifeblood of the system and the front face of the

organization. The success of the entire co-ordination

between design, merchandizing, category and supply chain

depends on the sale personnel who holds the key to success

of the organization by not only the manner in which he/she

presents himself/herself. These personnel are the real

owners of the company with each one protecting

merchandise and assets worth a considerable sum.

-Finance and Accounts:-“Corporate Planning”

Vision 2007 the list runs endless, in a

centrally based system, which requires updating revenues

generated across the country, raise funds for any new

projects and to track the movement of any any financial

instrument oracle Financials is our immediate stop.

-Human resource and training:

The department, which facilitates the most valuable asset in

the HR intensive organization. With the vision of wanting to

become one of the preferred Employers driving us.

Integrating people to 5 different positions one has become

56

one of the key challenges for the department and focusing

on ensuring a performance driven work environment exists

is what has been the driver. Combine this with adopting the

best practice in recruitment, training, compensation, and

bringing about an environment where every one is

empowered and each one is a member of an ever growing

and happy family of Pantaloons,

-Marketing:

Marketing department is the custodian of the customer in

the organization. Marketing is expected to understand the

customer behavior, needs, and expectation. This is critical

to the organization success, as we manage different formats

of retail in a country where the customer preferences

change every hundred kilometers. On the basis of the

customer understanding, the department designs

appropriate advertising, communication, and promotional

programs, these are intended to increase footfalls, increase

conversion and impact the ticket sizes of the customers,

essentially, marketing has a very strong role in influencing

the business. Besides these marketing also manages

customer loyalty program for pantaloons and Big Bazaar.

The department also has a revenue generation

responsibility through sales of gift voucher.

-Visual Merchandising:-“Silent Selling”

57

With different formats of stores existent, and realizing the

impact of this on the customers, the visual merchandising

team responds by projecting the best possible selection,

price, service, quality style/ fashion shopping environment

and presentation.

COMPETITORS

58

DETAILS

COMPEYITORS DETAILS

Shopper,s stop chain

1991: Shoppers' Stop launches at AndheriSetting up shop in 1991 with its flagship store in Andheri, Mumbai, Shoppers’ Stop is a member of the K. Raheja Corp. of Companies. Shoppers’ Stop is the first retail venture by the K. Raheja Corp. Promoted by Mr. Chandru L. Raheja, Mr. Ravi C. Raheja and Mr. Neel C. Raheja, the K. Raheja Corp. have been leaders in the construction business for over 48 years.

With its wide range of merchandise, exclusive shop-in-shop counters of international brands and world-class customer service, Shoppers’ Stop brought international standards of shopping to the Indian consumer providing them with a world class shopping experience.

India – 2000 & Beyond… Expanding its operations to Bangalore, Hyderabad, Jaipur, Delhi, Chennai, Mumbai (Andheri, Bandra, Chembur, Kandivli, Mulund), Pune, Gurgaon and Kolkata, Shoppers’ Stop is today recognized as India’s premier shopping destination. With a customer entry of about 50,000

59

customers a day, a national presence with over 6, 00,000 square feet of retail space and stocking over 250 brands of garments and accessories, Shoppers’ Stop has clearly become a one stop shop for all customers.

Customer ProfileShoppers’ Stop’s core customers represent a strong SEC A skew. They fall between the age group of 16 years to 35 years, the majority of them being families and young couples with a monthly household income above Rs. 20000 and an annual spend of Rs.15000. A large number of Non - Resident Indians visit the shop for ethnic clothes in the international environment they are accustomed to.

Range of merchandise…

The stores offer a complete range of apparel and lifestyle accessories for the entire family. From apparel brands like Provogue, Color Plus, Arrow, Levi’s, Scullers, Zodiac to cosmetic brands like Lakme, Chambor, Le Teint Ricci etc., Shoppers’ Stop caters to every lifestyle need. Shoppers' Stop retails its own line of clothing namely Stop, Life , Kashish, Vettorio Fratini and DIY. The merchandise at Shoppers’ Stop is sold at a quality and price assurance backed by its guarantee stamp on every bill. Their motto: “We are responsible for the goods we sell”.

Customer Rewards – The First Citizen

Shoppers’ Stop’s customer loyalty program is called The First Citizen. The program offers its members an opportunity to collect points and avail of innumerable special benefits. Currently, Shoppers’ Stop has a database of over 2.5 lakh members who contribute to nearly 50% of the total sales of Shoppers’ Stop.

International Affiliations

60

Shoppers’ Stop is the only retailer from India to become a member of the prestigious Intercontinental Group of Departmental Stores (IGDS). The IGDS consists of 29 experienced retailers from all over the world, which include established stores like Selfridges (England), Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya (Japan), C K Tang (Singapore), Manor (Switzerland) and Lamcy Plaza (Dubai). This membership is restricted to one member organization per country/region.

Acquisitions

The Organisation, in 2000, along with ICICI ventures also acquired the reputed bookstore, “Crossword”, which offers the widest range of books along with CD-ROM, music, stationery and toys. Services like Dial-a-book, Fax-a-book and Email-a-book enable customers to shop from their homes. Crossword currently has 18 Stores.

The IT Backbone

Realizing the role of IT way back in 1991, Shoppers’ Stop was among the first few retailers to use scanners and barcodes and completely computerize its operations. Today it is one of the few stores in India to have retail ERP in place, which is now being integrated with Oracle Financials and the Arthur Planning System, the best retail planning system in the world. With the help of the ERP, they are able to replicate stores, open new stores faster, and get information about merchandise and customers online, which reduces the turnaround time in taking quick decision.

Supply Chain Management

Understanding the importance of distribution and logistics in ensuring that merchandise is available on the shop floors,

61

has led Shoppers’ Stop to streamline its supply chain. The company has developed process manuals for each part of the logistics chain. These modules include vendor management, purchase order management, stock receiving systems, purchase verification and inventory build up, generation and fixing of price and store tags, despatch of stocks to the retail floor and forwarding of bills for payment.

Future PlansShoppers’ Stop aims to position itself as a global retailer. The company intends to bring the world’s best retail technology, retail practices, and sales to India. Currently, they are adding 4 to 5 new stores every year.

spenser’s Hypermarket

Spencer’s retail is the largest supermarket chain in India. Spencer's retail offers the complete gamut of products & durables ranging from bread to bed covers; from toothpaste to television. Spencer’s today is operating across 80 stores spread across 20 cities in the country with a retail trading area of more than half a million square feet, and rapidly growing. It’s the shopping choice of more than 2.6 million people from across the country, which walk in every month in to our stores.

Location: Chennai, Hyderabad, Vizag, Bangalore, Mumbai, Aurangabad, Pune, Ghaziabad, Faridabad, Delhi, Cochin, Trivandrum and many more to come by this financial year.

Music World is the logical outcome of RPG’s long standing association with music. Bringing the power of retailing to the music industry with over 170 outlets spread over 21 cities and still growing.

These retail operations are spearheaded by Spencer’s, one of India’s oldest and trusted companies.

Spencer’s Travel Services Limited is the largest corporate General Sales Agent (GSA) in India servicing world

62

renowned global airlines like KLM, NW, Cathay Pacific and Sri Lankan Airlines. To meet the growing requirement of trained professionals in the retail industry, RPG Enterprises has also set up a training institute for Front Line Staff and Store Managers called the RPG Institute of Retail Management (RIRM).

CHAPTER 2

PROJECT OVERVIEW

INTRODUCTION

AIMS AND OBJECTIVES

METHODOLOGY

ANALYSIS

CONCLUSION

RECOMMENDATION

63

PROJECT OVERVIEW

64

Project overview

Introduction

Retailing – Worlds largest private industry

Sales exceeding US$7.2 trillion

47 of the global Fortune companies and 25 of

Asia’s Top 200 companies happen to be retailers

Top 30 retailers account for 19% of the global

retail sales

Internationally Retail is a mature sector and

organised players account for more than three-

fourths of the total retail trade. Large retailers

such as Walmart of US, Carrefour of France,

Tesco of UK and others now dominate the global

65

retail market

India – Retail Opportunity

Demographics

Population : 1105 mn

Population Growth : 1.6%

Median Age : 24.3 years

Urban Population : 29%

GDP Per capita (approx) : US$ 700

The spending pattern of the the emerging middle

class is

Category (2004) % Of

Total

Food, Beverage and

Tobacco

43%

Clothing and Footwear 5%

Gross Rent, Fuel and

Power

12%

66

Furniture, Fixture and

Appliances

4%

Medical and Healthcare

Services

8%

Transport and

Communication

15%

Recreation, Education

and Cultural

3%

Miscellaneous 10%

Retail in India is still at a very nascent stage with

an estimated market size of approximately US$

222 Bn

The organised retail market currently stands at

US$ 7.7Bn a mere 3.5% as of 2005

Asian economies have shown substantial

penetration in the last 2 decades and India has

still to move up

67

Oganised Retail Penetration

3

1720

303540

55

75

0

20

40

60

80

Taiwan Malaysia Thailand Brazil Indonesia Poland China India

Countries

Pe

ne

tra

tio

n

The industry recognizes “its all about location” but

needs to address other critical success factors

Demographics help business owners define their target customers. If you knew that most of

your customers lived in a defined area of your community you would know where your business

should be located and where to spend your advertising dollars. If you knew they were 30-40

years of age you wouldn't bother hiring Britney Spears to endorse your business. Of course, if

you knew that your customers where in a low or high-income bracket you would adjust your

products, services, and prices accordingly. It is essential to survey your customers and

prospects.

It is critical to understand your customers' emotional attachment to your product or business.

When your customer sees a candle, it's not the wax or the wick they see it is what the candle

personally represents to them. It's the feeling they get when they picture this formation of wax and

string in their lives. The candle could represent relaxation, romance, fulfillment, comfort etc.

If purchasing decisions are emotional and not logical why do customers buy from you and not

your competitors? Is the relationship a customer has with a store emotional as well? I can tell

you that it is and you know it is. Think about your favorite store and why it is your favourite store.

Why do you choose that store over the rest? Logically it is the location, trust, quality, values,

beliefs, service, brand image, the store projects. Ultimately the logical reasons instil an emotional

feeling about that store. You feel good about doing business in that store.

68

Aims and objectives

69

Aims and objectives

The objectives

The objectives include increasing store traffic by

encouraging new shoppers as well as existing shoppers to

70

visit the store, increasing the Share-of-wallet for all

shoppers.

Objectives set out what the business is trying to achieve.

Objectives can be set at two levels

Corporate level

Functional level

Corporate level

These are objectives that are concern the business or

organization as a whole. For this purpose the corporate

objective includes

We aim for a return on investment of at least 15%

We aim to achieve the BOP of patia Big Bazaar within

2009.

Functional level: that is specific objectives for marketing

activities

For this purpose the marketing objectives includes

We aim to build customer database of atleast 250000

house holds within the next 12 months

We aim for a increase the market share of Patia Big

Bazaar from 20% to 50% for the 2009 and 90-100%

within 2010.

We aim at attracting new customer as well as retaining

the existing customer

We will implement a new strategy. Before

implementing we will go go for a market survey

We aim for increase the customer footfall by

71

emphasizing the customer service.

Both corporate and functional objectives need to conform to

the commonly used SMART criteria.

The SMART criteria are signified below:

Specific

Measurable

Achievable

Relevant

Time bound

These are described as follows:-

Specific – The objectives should state exactly what is to

be achieved

Measurable: - An objective should be capable of

measurement so that it is possible to determine whether

or how far it has achieved

Achievable- the objective should be realistic given the

circumstances in which it is set and the recourses

available to the business

Relevant – objectives should be relevant to the people

responsible for achieving them.

Time bound- Objectives should be set with a time frame

in mind. These deadlines also need to be realistic

72

Methodology

73

Study Topic –

A survey on “measures take to increase customer foot

fall” of Patia Big Bazaar by understanding the role &

impact and the steps involved in developing a retail

promotional programme.

Setting location-

Western Orissa Bhubaneswar where Pantaloon Retail

India Limited has its hyper market discount store format

under the Big Bazaar name

The population of twin city BBSR and Cuttack is nearly about 1200000 , where the Big Bazaar is located at Patia and the land mark is Maruti Mall. The location is 11kms from Airport, 9 kms from railway station and 7 kms from Bus stand. Wcich caters to the IT, educational and industrial zone. It is very Close to IT HUB of Orissa Which

74

Caters to Infosys, Satyam, Wipro, TCS, Braintree and many others.

9 Engineering Colleges & KIIT deemed university nearby.

It is very much Proximity to twin cities (Bhubaneswar & Cuttack)

It is facing the Nandankanan road of 200' wide on east and 100' wide road to Silicon on south.

The Market complex around 6 k m. to cater day-to-day requirement for  2.5 lakh resident as well.

The focal point is like a semi-circl shape as per market and locationwise area analysis. Only market complex is available within the radius of 6 km

Duration of the study-8 weeks

Sample/respondents units- customers

Sample size/ No of respondents – 200 respondents

Sampling technique- Simple random sampling

Data collection procedure- Systematically collection of information directly from thr customers and from the staff members about the products, service, knowledge, shopping experience, buying behavior, frequency in store visit, preferences and their satisfaction level.

Data collection Instrument/ tool-

Prepared a questionnaire and were asked and extracted information directly from the customers concerning about their behavior, level of knowledge, attitudes, beliefs and perception towards patia Big Bazaar as well as compny goods and services provided. It consists of questionnaire presented

75

to customers to get the answers. Data are collected directly from the primary sources and some the infor mation were collected from the secondary sources like company S-O-P manula and Customer feed back register, and internet.

Analysis-1

How did you come to know about the Patia Big Bazaar

1. Objective: To know how the customer could able to find this new land mark.

2. To know the customers exposure towards Media

Table-1

  FriendsNews paper Banners & hoarding

Tv Ads

MALE 37 19 15 2FEMALE 9 5 9 4STUDENT 18 7 12 -HOUSE WIFE 2 1 - 2SERVICE HOLDER 23 12 9 4BUSINESS MAN 3 4 3 -Findings (in%) 46% 24% 24% 6%

76

Figure 1

Customer's first exposure towards the "Patia Big Bazaar"

37

19

15

2

9

5

9

4

18

7

12

02 1 0

2

23

129

43 4 30

0

5

10

15

20

25

30

35

40

Friends News paper Banners &hoarding

Tv Ads

External sources

Cate

gory

/Type o

f custo

mer

MALE FEMALE STUDENTHOUSE WIFE SERVICE HOLDER BUSINESS MAN

Qn-2. How do you come to know about Big Bazaar-Patia?

Objectives: To Know about the customer’s attraction towards Shopping Location as well as promotion

Table-2

  Offer Ambiences AtmosphereMale Student 8 4 11Female Student 2 5 7House wife 1 1 3Business Man 3 3 4Male Service holder 17 14 9Female service holder 4 2 2

77

Figure-2

Customer Attraction

82

13

17

4

4

51

3

14

2

11

7

3

4

9

2

0 10 20 30 40 50

Male Student

Female Student

House wife

Business Man

Male Service holder

Female service holder

Rep

od

ent'

s ca

tag

ory

No of repodentsOffer Ambiences Atmosphere

Qn-3 To whom would you accompany with while visiting this place?Objective: To know about the customer’s companionship behold while shopping

Analysis Table-3

Friends Family AloneStudent 22 12 3Business man 3 4 3Service holder 13 27 8House wife 1 3 1

Finding Figure-3

78

customer,s shopping companionship

22

3

13

1

12

4

27

3

3

3

8

1

0 5 10 15 20 25 30

Student

Businessman

Serviceholder

House wife

Res

po

den

ts C

ateg

ory

No of respodentsFriends Family Alone

Qn-4 Patia-Big Bazaar is celebrating special offers/Discounts in a daily basis. Which one are you aware of ?

Objective:To know the Customer awareness about the Various promotion held at Patia Big Bazaar in interval of time

Analysis Table-4

 

Senior Citizenship Day

Wednesday Bazaar

No Margin Week

None Of these

Student 1 14 4 18House wife Below 50 - 3 - 2Service Holder Below 50 2 8 2 13

79

Service Holder Above 50 1 6 1 7Service Holder Below 25 - 4 - 4Business Man Below 50 1 3 - 1Business Man Above 50 1 - - 1Business Man Below 25 - 2 - 1Findings (In %) 6% 40% 7% 47%

Extract Figure -4

Customer Awareness

0 10 20 30 40

Student

House wife Below 50

Service Holder Below 50

Service Holder Above 50

Service Holder Below 25

Business Man Below 50

Business Man Above 50

Business Man Below 25

Pro

mo

tio

na

l Ty

pe

No of Respodents

Senior Citizenship DayWednesday BazaarNo Margin WeekNone Of these

Qn-5 which is the best communication media that you Would suggest getting you?

80

Objectives: To know the Customer’s Best preference communication media, that reaches very fast.

Analysis Table-5

  TV News PaperBnners & Hoarding FM Radio

Student 6 16 4 11House Wife 3 1 1 -Service Holder 5 19 10 14Business Man 1 3 5 1Finding (In %) 15% 39% 20% 26%

Extract Figure-5

6351

16

1

19

3

41

10

5

11

0

14

1

0

510

152025

3035

40

No Of Repodents

TV NewsPaper

Bnners &Hoarding

FM Radio

Media Type

Customer's Media Exposure

Business Man

Service Holder

House Wife

Student

81

Qn-6 Which attracts you the most, while moving the Patia- Big Bazaar Store?Objectives: To know the customer psyche about the in-house features.

Analysis Table-6

Qn-6  Display Board Product Ranges Customer ServiceStudent 8 19 10House Wife - 3 2Service Holders 14 16 18Business Man 1 5 4Findings (In %) 23% 43% 34%

Extract Figure-6

Customer Attraction

8

0

14

1

19

3

16

5

10

2

18

4

0

5

10

15

20

Student House Wife ServiceHolders

BusinessMan

Customers Type

No

of

resp

od

ents

Display Board

Product Ranges

Customer Service

Qn-7 How do you react when you see a heavy rush of customers inside the Patia–Big Bazaar?

82

Objectives: To Know the Customer reaction while facing a rush situation being intended to purchase

Analysis Table-7

Qn-7  Feel Exited Enjoy Shopping Get annoyed No ReactionStudent 2 18 6 11House Wife 3 - - 2Service Holders 11 14 15 8Business Man 1 6 1 2Findings (In %) 17% 38% 22% 23%

Extract Figure-7

83

Customer Reaction

2

18

6

11

3

0 02

11

14 15

8

1

6

1 2

0

5

10

15

20

Feel Exited EnjoyShopping

Getannoyed

NoReaction

Nature Of Reaction

No

of

Res

po

den

ts

Student

House Wife

Service Holders

Business Man

Qn-8 What is the rating point of Patia-Big Bazaar as comparison to other?Objectives: To know the Customer’s belongingness towards the Patia Big Bazaar

Analysis Table-8

Qn-8  100% Average Below AverageStudent 13 23 1House Wife 1 4 -Service Holders 14 31 3Business Man 2 6 2Findings (In %) 30% 64% 6%

84

Extract Figure-8

85

Rating Scale

100%30%

Average64%

Below Average

6%

100%

Average

Below Average

Qn-9 Where do you go for shopping for your immediate requirements as well as planned future purchase?

Objectives: To know the customer’s Best and suitable Shopping location.

Analysis Table-9

Qn-9

  Speciality Store Patia Big BazaarNeighborhood Store

Convenient Store

Student 4 19 9 5House Wife - 3   2Service Holders 5 21 14 8Business Man 1 4 2 3Findings (In %) 10% 47% 25% 18%

86

Figure-9

Customer"s Shopping Preference

Speciality Store10%

Patia Big Bazaar

47%

Neighborhood Store25%

Convenient Store18% Speciality Store

Patia Big Bazaar

Neighborhood Store

Convenient Store

Qn-10 How frequently would you like to visit Patia-Big Bazaar?Objectives: To Know the customer’s preferable visiting frequency.

Table-10

Qn-10  Daily Weekly As you wishStudent 6 15 16House Wife - 1 4Service Holders 7 19 22Business Man - 2 8Findings (In %) 13% 37% 50%

87

Extract Figure-10

Rating Scale

100%30%

Average64%

Below Average

6%

100%

Average

Below Average

Qn-11We will always delight you if you get a regular touch with us, do you want to be a part of it? Objectives: To know the customer reaction to visit more and to become ensuring to visit the new customer.

Analysis Table-11

Qn-11  Yes NoStudent 33 4House Wife 4 1Service Holders 42 6Business Man 8 2Findings (In %) 87% 13%

88

Figure-11

Customer Partcipation

Yes87%

No13%

Yes

No

Summery of Finding

1- Out of 100 respondents male and female customers are

73 & 27 respectively. The no of service holders

responses were highest i.e. 48, corresponding to

students & businessman i.e. 37 and 10 respectively.

The housewife category was least numbered i.e. 10.

2- About 46% of the customers viewed to friends, 24%

viewed to Newspaper, 24% Viewed to Banner &

hoardings and 6% viewed to TV Ads as they first

89

revealed to the new location.

3- Offers and Atmosphere that plays a major role in Patia

Big Bazaar, where as ambience stands in between.

4- 46% customers restricted friends and never alone;

while go for a shopping, 39% friend’s lover restricted

to isolation; where as 15% behold with oneself.

5- As far as customer awareness is concerned. About 40%

were very much well concerned with the Wednesday

Bazaar, Where as 47% were the silent viewer. Thanks

to 6% and 7% who were little bit knowledge about the

Senior citizenship Day and No margin week

respectively.

6- The response about asking best communication media.

FM crazy customer preferred by 26% as 39%

considered to News Paper Left behind 15% and 20% to

TV and Banners respectively.

7- 43% of the respondents opted for product ranges, as

23% & 34% respondents were in favor of display board

and Customer service respectively.

8- 38% loves enjoy shopping in rush hour; in the mean

time 22% feels the reverse. Where as 17 % feels

exited, 23% are the mind controllers.

9- Rating went to 64% towards average. 30% Rated full

marks, 6% were the dissatisfiers.

10- 47% wants to shop here, 25% to Neighborhood

store, 18%to convenient store, 10% to specialty store

90

11- 50% customers like to shop by their convenient

time. 37% are the weekly visitors. 13% never want to

miss even for one day.

12- 87% do always with us, 13% finds it difficult to

break the iceberg always.

91

Conclusion

Survey on increasing footfall is a function or part of the

retail marketing and human recourses management.

Customer footfall facilitates the organization to increase the

out flow of products, which are available in the store. It is

another form of building a benchmark in the competitive

market. It offers additional value to the store as well as

pulling new customers. The report on the results of the

study will facilitate the organization to work and act

accordingly by formulating and implementing strategies to

overcome the problems with customers and management.

92

Recommendation

Suggestion or advices are to the company is followed

by the data interpretation, which will help them to plan

and act accordingly for their future benefits in

relevance to their business.

1- Some of the things are to be taken into consideration;

after sales service should be increased for all range of

products being emphasizing on customer return policy.

CSD executive should more alert while receiving the

customer complaints.

2- Respective department sales personnel should let the

customer feel special attention is given even during the

dealing hour.

3- Discount and offers are to be made transparent. Don’t

harass the customers. When he/she is asking for very last

night discount.

4- There should be local TV ads as well as don’t miss out the

FM crazy radio channel.

5- Give special discount coupon to Customers purchasing on

or above a certain amount.

6- Cross selling is only possible when sales personnel would

be more interactive and sufficient knowledge about

Product line SKU’s.

7- Section target would be only when achieved if respective

sales personnel would recognize the customer. And

93

conversion rate would be higher if Complete is

maintained.

8- Floor managers should be directly interacted with the

sales staff at every time. Store manger should call for a

meeting at every weekend, as discussing of the weekly

target and achievement, and should seek information

about the problem area, which is lagging sales in the

particular section.

9- There should be fun zone for children inside the store

10- Special previlege should be given to the student, as the

future’s most bonafide potential customer.

11- Student’s requirement goods should be kept in

respective section, as because primary area is

surrounded by no’s of schools, colleges, IT centers.

12- Sunday Bazaar should be specially allotted for

Students ,attracting fabulous offers and discounts.

13- One day should be allotted for Housewives celebration

day.

14- Free hour Dhamaka Offer is to be celebrated At 1-4

PM. Leaving Saturday and Sunday.

15- To attract young masses Big Bazaar should maintain a

data

Database of youths to wel come to its Youth Club.

94

Chapter-3

Appendix

Bibliography

Reference

95

CIN: ______ “Questionnaire”

“We cater utmost care to your valuable presence”Dear customer, We feel immense pleasure by your valuable presence in our Patia-Big Bazaar store; it adds value to our store. Wherever you go your footfall counts, whereas here our customers create the landmark, which is the best yardstick to reach each and every individual customer to fulfill their ultimate needs.

Put a ( ) in the appropriate Box?Qn-1: How did you come to know about Patia-Big Bazaar?

Friends News paper Banners & Hoarding TV Ads Qn-2: What attracts to visit at Patia-Big Bazaar?

Offers Ambiences AtmosphereQn-3 To whom would you accompany with while visiting this place?

Friends Family AloneQn-4 Patia-Big Bazaar is celebrating special offers/Discounts in a daily basis. Which one are you aware of ?

96

Senior citizenship Day Wednesday Bazaar No Margin week (m Bazaar) None of theseQn-5 Which is the best communication media that you would suggest to get you?

TV News paper Banners & hoarding FM-Radio ChocolateQn-6 Which attracts you the most, while moving the Patia- Big Bazaar Store?

Display board Product ranges Customer Service Qn-7 How do you react when you see a heavy rush of customers inside the Patia–Big Bazaar?

Feel Excited Enjoy shopping Get annoyed No reaction

Qn-8 What is the rating point of Patia-Big Bazaar as comparison to other?

100% Average Below average Qn-9 Where do you go for shopping for your immediate requirements as well as planned future purchase? Specialty store Patia-Big Bazaar Neighborhood store convenient storeQn-10 How frequently would you like to visit Patia-Big Bazaar?

Daily weekly As you wishQn-11 We will always delight you if you get a regular touch with us, do you want to be a part of it? Yes if No, Give your comments____________________________________________

A very little about yourselfName: ______________________________contact no: ________________ Place: ______________Gender: male femaleOccupation Student House wife service holder any other please specifyAge: Below 25 Below35 Above 50

Bibliography

Green, Paul E., Tull S. Donald and Gerald Albaum. 1999. “Research for

marketing Decision”. 5th edition, New Delhi: Pentice-Hall of India.

97

Beri,G.C. 2000. Marketing Research. 3rd edition, New Delhi: Tata McGraw-

Hill.

Nargundkar, Rajendra. 2003. “Marketing Research”. 2nd edition, New Delhi:

Tata McGraw-Hill.

Reference

4 P’s , for articles on “the mull Bubble”

WWW.google.com

WWW.pantaloon.com

WWW.retailbizz.com

OJT

Objectives:

To gain the field experience,

To enhance the scope of practical exposure

towards the corporate world

To benchmark the self-potentiality.

To learn new ideas adhering to a particular

situation.

To enhance the situational managing

capability.

98

To upgrade the personality, managing

corporate attitudes, building a new corporate

relationship.

It is indeed a great experience from the day one that I

First entered into the store. My mentor was Store

Manager Mr. Jayanarayan Pujapanda, a person in bold in

character, a typical corporate personality having lots of

experince, a man with highly agile and target oriented,

never look back, always shows his potentiality to reach

the goal, the sword power of motivation never keeps

away to give a glimpse of smile not only to his employees

but also to the customer by hi selfless works and strong

dedication towards the organization.

My practical view:

As a trainee, the job was allotted specifically in the Sun

Glasses and watches section, which is very adjacent to

the Mobile section located in the Very 1st floor. The

display of sunglasses and watches section was not

attractive, I suggested to my Sales team member Mr.

Trilochhan to change the display and accordingly it was

changed. The product like Rs. 99/- Ladies watches was

very high moving Item. No branded Products like Titan,

Timex, Fast Track was not there.

The sales became rise gradually. In (11!th-15th) Maha

Bachat Offer season, we had a target of Rs. 40000/-. And

99

at the end the target was achieved.

Though I was very near to the Mobile section, I have sold

Nokia hand set, Motorola hand set and Samsung handset,

in consequence I found that it is very easy to sell a

product where customer are less aware of it, but difficult

to sale a product like mobile hand set, where features

plays a great role, you ought to be up-dated about the

new features as well as the its function. At that time

Nokia-1600 model with Air tel Lifetime incoming free was

the highest moving handset. But the onus lied upon the

sales staff to get it connected; being received the pre-

connectivity customer’s details. Some customers got

angered if the Air tel office cut their connection; reason

beings either insufficient doc Or docs didn’t reach in

time. One day I witnessed that a customer suddenly came

and told about disconnection, as soon as the sales

personnel addressed the fault, the customer flapped him

with a heavy blow. That issue was become serious. At last

in the presence of Store Manager that sales guy

apologized towards the customers. What I learnt is that;

after all customer is the king, they don’t follow the rules,

in no time they break the rule but still we are bound to

profess our flawless mistake, because at the end of the

day we are expecting them to come the very next day.

100