SUMMER INTERNSHIP REPORT

Of

PROJECT TITLE

MARKETING DYNAMICS IN RETAIL SECTOR

(Submitted in partial fulfillment of the requirements of

Master of Business Administration in Retail Service)

By

Ran Vijay Singh Yadav

Roll No. 118066880

Batch 2011-13

MBA in Retail

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CERTIFICATE

This is to certify that this project report entitled “MARKETING DYNEMIC IN

RETAIL SECTOR” submitted to IGNOU, Delhi as this internship program is a

bonafide record of work done by “RAN VIJAY SINGH YADAV”, a student of

FUTURE INNOVERSITY, Noida, MBA – RETAIL 2011-2013 Batch, under my

supervision at the “Big Bazaar, Z- Squire Mall Kanpur store” From “19th June 2012

to 18th August 2012”.

Countersigned by

DATE: - 24-08-2012 (Group Head / Divisional Head)

PLACE: - Future Innoversity (Designation and address)

NOIDA (U.P.)

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DECLARATION

I RAN VIJAY SINGH YADAV, studying at Future innoversity – IGNOU (New

Delhi), having roll no.118066880 hereby declare that the project report entitled-

“MARKETING DYNAMICS IN RETAIL SECTOR” is produce of my

sincere effort under the guidance of Mr. PANKAJ DAS (Store H.R. of Big Bazaar z

Squire Mall Kanpur), This Summer Internship Project Report is being submitted by

me alone and has not been submitted to any other educational institutions for any

other purpose.

DATE: - 24-08-2012 RAN VIJAY SINGH YADAV

PLACE: - Future Innoversity Roll no. 118066880

NOIDA (U.P.) MBA – RETAIL

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ACKNOWLEDGEMENT

A successful project can never be prepared by the single effort or the person to whom project is assigned , but it also demand the help and guardianship of some conversant person who helps in the undersigned actively or passively in the completion of successful project.

I acknowledge my deep sense of gratitude to MR. ANURAG SHRIVASTAVA (DEPARTMENT MANAGER) & PANKAJ DAS (STORE HR) for providing me their valuable guidance and constant co-operation at every step of the project. This project was indeed the outcome of his clear vision and helpful attitude. Without his support and encouragement, the successful completion of this project would not have been possible.

I also thank MR PARV KAPOOR(MARKETING MANAGER) & Mr. MAHENDRA(DEPATMENT MANAGER) for the help and support, and giving the opportunity to work in the practical world and having confidence to assign me the assignments.

I would like to express my special regards and thank wholeheartedly to Prof. Dr. PRIYANK AZAD & Mrs. SAUMYA TRIPATHI (AOM), Future Innoversity.

I convey my gratitude to all the staff of “Big Bazaar” for their kind co-operation throughout my project.

Finally, I would like to thank our friends and my family members for giving me constant support and encouragement.

THANK YOU ALL

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TABLE OF CONTENTS

Sr. No.

Title Page No.

1 Certificate 2

2 Declaration 3

3 Acknowledgement 4

4 Industry Profile 6

5 Retail Formats’ in India 8

6 Company Profile 10

7 Big Bazaar 13

8 Organization Structure of Big Bazaar 15

9 Marketing Elements 21

10 Finding & Recommendations 28

11 Conclusion 30

12 Methodology 31

13 Profiling a Department Manager 33

14 Graphical Analysis of Questionnaire 42

15 SWOT Analysis 54

16 Bibliography 56

17 Questionnaire 57

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Industry profile

The Retail scene

‘Retail’ the term which is the buzzword in today’s day to day life is not at all a new

concept and was there since the barter trade days. But the fact is that it has been

modified, changed and has been given a new look and thus it has come under the

flood-lights. Retailing includes all the activities in selling goods or services directly

to final consumers for personal, non-business use.

A retailer or retail store is any business enterprise whose sales volume comes

primarily from retailing. Any organization selling to final consumers- whether it is a

manufacturer, whole-seller, or retailer- is doing retailing. It doesn’t matter how the

goods or services are sold ( in person, by mail, telephone, vending machine, or on the

internet) or where ( in a store, on the street, or in the consumer’s home).

There is no doubt that the Indian retail scene is booming. A number of large

corporate houses , Tata, Raheja’s, Piramal’s, Goenka have already made their foray

into this arena, with beauty and health stores, supermarkets, self-service music stores,

new age book stores, every-day-low-price stores, computers and peripherals stores,

office equipment stores and home/building construction stores. India’s retailing boom

is the result of rapid globalization and the recognition of being a very potential

market by big giants and foreign companies making the market more competitive.

This has caused existing retailers to re-tailor their strategies to suit the new

landscapes.

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Today Indian market is a ‘hot cake’ in the field of retail and is enticing enough for

every retailer to eye for a bigger piece of it. When we talk about organized retailing

at present it is over 10% of country’s GDP and around 8% of the employment. The

trends that are driving the growth of the retail sector in India are-

Rising incomes

Increasing consumerism in urban area

Upswing in rural consumption Low share of organized retailing

Falling real estate prices

Retailing Format in India

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Malls:

The largest form of organized retailing today, located mainly in metro cities, in

proximity to urban outskirts ranges from 60,000 square ft. to 7,00,000 square ft. and

above. They lend an ideal shopping experience with an amalgamation of product,

service and entertainment, all under a common roof. Examples include Shoppers

Stop, Pyramid, and Pantaloon.

Specialty Stores:

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World and the Times Group's music chain Planet M, are focusing on specific market segments and have established themselves strongly in their sectors.

Discount Stores:

As the name suggests, discount stores or factory outlets, offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season. The product category can range from a variety of perishable/ non-perishable goods.

Department Stores:Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. It is further classified into localized departments such as clothing, toys, home, groceries, etc.Departmental Stores are expected to take over the apparel business from exclusive brand showrooms.

Hyper marts/Supermarkets:Large self-service outlets, catering to varied shopper needs are termed as Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food & grocery organized retail sales. Super Markets can

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further be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.

Convenience Stores:These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to convenience premium.

MBO’s: Multi Brand outlets, also known as Category Killers, offer several brands across a single product category. These usually do well in busy market places and Metros.

COMPANY PROFILE

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Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, operates some of India’s most popular retail formats that include Pantaloons, Big Bazaar, Central, Home Town, Ezone and Food Bazaar. While retail forms the core business activity of Future Group, the group has developed significant presence in consumer finance, capital, insurance, brand development, retail media and logistics. The group’s retail formats bring in around 250 million customer footfalls every year and provide a platform for over 30,000 small, medium and large entrepreneurs in India to sell their products and services to these customers. The group has a retail presence in 85 cities and 65 rural destinat in Future Capital Holdings, a financial services company, Future Ventures, engaged in operating and investing in allied businesses, Future Supply Chain Limited which operates a nation-wide logistics and warehousing network, Future Brands India Limited, a brand and intellectual property rights development corporation and Future Human Development Limited, an educational and manpower training company with campuses in Ahmadabad, Bangalore and Kolkata that offers degree programs in association with IGNOU.ons and employs over 35,000 people directly. Over the years, the group has also developed successful partnerships with Indian and foreign companies. The group has partnered with Tata Group to operate the brand T24 as a telecom service provider for its customers. It also operates rural retail chain in partnership with Godrej Group. Some of the include joint ventures includes ones with Generali, an Italy-based insurance major which is among the three largest insurers in the Europe, Staples Inc, the largest office stationery retailer in the world and French fashion brand, Celio. The group also has exclusive brand license partnerships with leading global brands like lee cooper

Converse, Callaway, Prince, Spalding and Wilson.   Cooper, Converse,Callaway, Prince, Spalding and Wilson.

Future Group understands the soul of Indian consumers. As one of India’s retail pioneers with multiple retail formats, we connect a diverse and passionate community

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of Indian buyers, sellers and businesses. The collective impact on business is staggering: Around 220 million customers walk into our stores each year and choose products and services supplied by over 30,000 small, medium and large entrepreneurs and manufacturers from across India. And this number is set to grow.Future Group employs 35,000 people directly from every section of our society. We source our supplies from enterprises across the country, creating fresh employment, impacting livelihoods, empowering local communities and fostering mutual growth.We believe in the ‘Indian dream’ and have aligned our business practices to our larger objective of being a premier catalyst in India’s consumption-led growth story. Working towards this end, we are ushering positive socio-economic challenges.

Future Group Mission and Vision

Group Vision

Future Group shall deliver Everything, Everywhere, Every time for every Indian Consumer in the most profitable manner.

We shall deliver

Everything,

Everywhere,

Every time,

For every Indian consumer in most profitable manner

Future Group Mission

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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 of Company

Indianness: -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. Introspection: - leading to purposeful thinking.

Openness: - to be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships:- to build long term relationships.

Simplicity & Positivity:- Simplicity and positivity in our thought, business and action.

Adaptability: - to be flexible and adaptable, to meet challenges.

Flow: - to respect and understand the universal laws of nature.

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BIG BAZAAR

Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 148 Big Bazaar stores in 80 cities and towns across India.

Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.

Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is now present within every Big Bazaar as well as in independent locations. A typical Big Bazaar is spread across around 50,000 square feet of retail space. While the larger metropolises have Big Bazaar Family centres measuring between 75,000 square feet and 1,60,000 square feet, Big Bazaar Express stores in smaller towns measure around 30,000 square feet.

Most of the Big Bazaar stores are multi-level and are located in stand-alone buildings in city centers as well as within shopping malls. These stores offer over 200,000 SKUs in a wide range of categories led primarily by fashion and food products.

Big Bazaar is part of Future Group and is owned through a wholly owned subsidiary of Pantaloon Retail India Limited that is listed on Indian stock exchanges.

Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar awarded the country’s most admired retailer award in value retailing and food retailing segment at the India Retail Forum The 50th Big Bazaar store is launched in Kanpur Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping portal Big Bazaar initiates the Power of One campaign to help raise funds for the Save The Children India Fund

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About Big Bazaar Hyper mart

Outlet 162 outlets in India till date

Parent group Future Value Retail Ltd.

Owner Kishor Biyani (CEO)

Founded 2001

Head quarter Jogeswari, Mumbai

Industry Retail

Website www.bigbazaar.com

Tag line “NAYE INDIA KA BAZAAR”

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ORGANISATIONAL STRUCTURE OF BIG BAZAAR

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PRODUCT AND SERVICES

Big bazaar product are divided into two parts

Food bazaar

Big bazaar

FNV

Under FnV three things are essential

SOTING GREDING DISPLAY

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FOOD BAZAAR

FOOD

TASTY TREAT SACH

NON FOOD

CARE MATE CLEAN MATE

STAPLES

GOLDEN HARVEST

FB ATTA FRESH &PURE

FNV

LUGGAGE

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BIG BAZAAR

FOOT WEAR

DG&J DG&J SPUNK KNIGHT HOOD

ELECTRONICS

KORYO SANSU

GARMENTS

PINK&BLUE

MIX & MATCH

SHRISHTI

LEE COOPER

LUGGAGE

MILIESTONE

BB BTAND

MILESTONE

REGULAR PURCHASE

PRE-PURCHASE

SERVICES

T-24

T-24 was launched on 18th Nov 2010 in U.P East under future group it is a mobile service which was started by BIG BAZAAR with collaboration of TATA DOCOMO

PAY BACK CARDIt’s an INDIA’S largest loyally program .The motive behind this was to provide more services to the customers

OTHER SERVICES Free home delivery of electronic items. Free alteration cost 30days exchange policy Wheel chair facilities

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T24

PAY BACKCSD

PROJECT

“MARKETING DYNAMICS IN RETAIL SECTOR”

MEANING OF MARKETING DYNAMICS-

The pricing signals that are created as a result of changing supply and demand levels in a given market

MARKETING DYNAMICS OF BIG BAZAAR

1-MARKET ELEMENTS

2-7Ps

3-4Cs

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MARKETING ELEMENTS

Seven P’s of Marketing

All the retail services’ seven P’s which are associated with Big Bazaar are:

1. Product mix2.Pricing3.Place4.Promotion5.People 6.Physical evidence 7.ProcessAll seven P’s are placed and maintained well in Big Bazaar weather it is vast and diverse range of prducts in product mix or various promotional ways of Big Bazaar or it’s systematic process to handle & operate working ot it’s efficient workforce; all take its important place in co-ordinating & processing in Big Bazaar.

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Printing

Leafleats

Invitation cards

Shopping bags insert

Newspapers

Innovative OOH(Out of home)

Richa branding

Mall gate

Bus branding

Mobile van

Out door

Gantry

Cantt lever

Unipolls

Hoardings

PRODUCT MIX

Apparels Food Farm product

Chill station Home & personal care

Denims& t-shirts

Staples Fruits Soft drinks Shampoos

Fabric& cut piece

Ready to eat Vegetables Packaged juices

Detergents

Formal wear Ready to cook Imported fruits

Milk items Soaps

Casual wear International food

Dairy products

Frozen foods Liquid wash

Party wear Spices Ice creams Creams

Ethnic wear Imported bazaar

Deodorants

Accessories Tea & Coffee Home Cleaners

Undergarments Utensils

Dress materials Plastics

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Sarees Crockery

Night wear Sundries

E-bazaar Fashion & jewellery

Furniture bazaar

Child care & toys

Television sets Footwear Bazaar Living room Kids wear

Washing machine Beauty care Bed room Toy bazaar

Personal care Navara Kitchen Stationary

mBazaar Star parivar Dining room Child care

Microwaves Meena binder Kids room

Small appliance Been bags

Refrigerators Paintings

Laptops Decorative items

Computer accessories

Kitchen appliances

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PRICING

1. Value pricing: Big Bazaar performs win loyal customers by charging fairly low price for a high-quality offerings. Thus it reengineering the company’s operations to become low cost producers without sacrificing quality, to attract large no. of value oriented customers. Big Bazaar practices High- low pricing, in which they charge high prices on daily basis and in some promotional activity they lower there prices temporarily.

2. Promotional pricing Low interest financing: Instead of cutting prices, company offers low-interest policies. Psychological discounting: It involves by setting up high prices then offering the products at substantial savings “Was Rs 359 Now at Rs 299.” Special event pricing: Big Bazaar establishes special prices on special events to draw in customers “Saal ka Sbse Bada Din”

3. Differentiated pricing: Companies often adjust their price to accommodate difference in customers, places, products, location and so on. Time pricing: in this Big Bazaar practices prices varied by season, day or hour.

PLACE

Potential developed areas High traffic areas Online trade Designed to look crowded Where real estate value boom is predicted

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4-PROMOTION

Other promotions of Big bazaar

Kitchen festival Best deal MMB(MONTHLY MAHA BACHAT 1499 ke khared par paye 2kg sugar free) Saal ke sabse sastey 5 din Haftey ke sabse sasta din-Wednesday Great Indian shopping festival. 6 DAY MAHA BACHAT.

PEOPLE

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Coupon ,discounts,more of the product at normalprice,gift with purchase,competition,andprizes

Below the line

Giving advertisment in TV,newspaper,sms ,internet(own website which gives online shopping services)Patnership with big flix,bigFM 92.7Above

the line

An essential ingredient to any service provision is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organization wants to obtain a form of competitive advantage. Consumers make judgments and deliver perceptions of the service based on the employees they interact with. Staff should have the appropriate interpersonal skills, attitude, and service knowledge to provide the service that consumers are paying for. Many British organizations aim to apply for the Investors In People accreditation, which tells consumers that staff are taken care of by the company and they are trained to certain standards.

PROCESS

Refers to the systems used to assist the organization in delivering the service. Imagine you walk into Burger King and you order a Whopper Meal and you get it delivered within 2 minutes. What was the process that allowed you to obtain an efficient service delivery? Banks that send out Credit Cards automatically when their customer’s old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company.

PHYSICAL EVIDENCE

Where is the service being delivered? Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organization. If you walk into a restaurant your expectations are of a clean, friendly environment.

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Physical evidence is an essential ingredient of the service mix, consumers will make perceptions based on their sight of the service provision which will have an impact on the organizations perceptual plan of the service.

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4P’S

LEARNING’S

MY LEARNING WAS DIVIDED INTO TWO PARTS

INDOOR PROMOTION

MPM (Merchandise presentation manual)

It contains details on basics of VM basic of color theory, display and blocking general guidelines.

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MARKETING

IN DOORPROMOTION

OUT DOORPROMOTION

FINDING & RECOMMENDATION

The recommendations are as follows:

FOR SOP IMPLEMENTATION-

In my 2 month OJT period I have leant a about a lot about SOP procedure.

Actually SOP is playing a very important role in store operation. So it is very necessary for the store to maintain each and every registers and documents according to SOP.

DPS (discount promotion sheet)

NON SALABLE STOCK REGISTER

SPACE SELLING REGISTER

FREE GIFT ALLOCATION REGISTER

FREE GIFT ISSUING REGISTER

STORE OPENING AND CLOSING REGISTER

STORE LOG BOOK

TROLLY BASKET REGISTER

KEY MOVEMENT REGISTER

INCIDENT REPORT FORM

VENDOR RETURN REGISTER

SCRAP REGISTER

BARCODE CONTROL REGISTER

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Products of low demand should be placed at high footfall area and products of high demand should be placed at low footfall area (but the product of high demand should be given more space and the product of low demand should be given lesser space). By doing so we can ensure the sale of those goods which have low demand, as the products with high demand will be sold by themselves. At the time of billing customer have to wait a lot and have to stand in along queue, which result in costumer irritation and some time it affect the sales also. So there is a need to add some more billing counter at the spaces which are unused yet.

During Big sale days I noticed that hundreds of customers werewaiting on queues .The line never stop to buy a product, pay the bill, enter the store .These queues deter many customers to make a purchase, even worse enter into the store. After selecting products, many customers were leaving their baskets within the store. So to improve the overall sales volume and profitability of the store management has to take necessary steps.

As we came to know that the age group come to the store the most are from 18-25 and there are 71% of customers buy clothes occasionally, so when customers buys clothes on occasionally basis, they prefer quality and style/fashion prior to the sale/offers. So Big Bazaar should work on the variety section of Apparels. So they can convert the young generation as their target customers for apparels.

I also came to know that the shrinkage of goods should not be more than 1%

In FnV dumping should not be more than 5%

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CONCLUSION

Con project work gave knowledge not only about retail business but also the consumer behavior. It also gave lessons about how culture of the location affects the organization working style. It showed the strategic and analytical approach gives flying colors to the retail business.

The different trainings are necessary for all kinds of job. A manager needs to know the entire work take place in the organization. The survey work gave me a chance to consult directly consumers and know their items taught me haw a data can give different angle to approach and make a full proof strategy to satisfy customer. I have learnt about space management, basic need of the customer, employee motivation, stock take, dealing with customer and many more grass root level knowledge.

This training gave me full exposure of an organization which will help me in my future job. I have known the difficulties faced by a manager and learnt how come up with more luster.

In conclusion part I want highlight about the findings of the research:

One of the findings of my survey is that most of the middle income and service class people are consider price factor and ambiance of the store. This group consumption level is also high. So for these groups advertisement should be maintained properly to cover the estimated market share.

Advertisement and promotion also have to be maintained according to the target customer.

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METHODOLOGY

a. The research objective

b. Methods of data collection

c. Limitation of the study

RESEARCH OBJECTIVE:

To know the process of SOP in Big Bazaar Kanpur-3.

To know the innovative ways for customer retention.

To know the customer’s need.

To know the catchment mapping area to promote brands.

Data Collection: All the data were collected through:-

Primary Data:

a.Personal interview

b. Questionnaire

c.Tele-calling to get feedback from customer

Secondary Data:

a.Internet

b. Book

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Limitation of the study

It was quit unbalancing for me when I interviewed people. The difficulties I faced in doing so were-

Some time the customers are hesitant to disclose their information’s regarding monthly expenditure, address etc.

Respondent doesn’t not fill up the questionnaires correctly as per as requirement.

Most respondent were didn’t like to spent time in filling the questionnaire as it was immaterial to them.

Getting accurate response from the respondents is very difficult due to their inherent problems.

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PROFILING A DEPARTMENT MANAGER

Department manager handles a particular section in store. He has certain responsibilities towards his section. It is his responsibility to ensure that his section is maintained properly in terms of cleanliness and hygiene, grooming of his team members.

The process starts with store opening:

ROLES AND RESPONSIBILITIES OF A DM IN STORE OPENING

DM has to check if all team members are present as per schedule/daily roster. To check if dept/section is clean and well maintained. Also check no garments on the floor are without price tags and security tag. DM to brief team member of any updates or promotional activities. DM to check grooming standards of team members DM should check if the department signage’s are in place. DM should check Floor Movement Register (FMR) DM to follow DM checklist Every Department Manager to get an approval from the Store Manager for the requisition of the tags before placing an order to the Store Warehouse In-charge for the tags required for his/her department. The Department Managers have to train their staff to look for any loose or detached tags that may be lying on the floor/Trial Room. The loose or detached tags collected to be deposited with the Warehouse In-charge. The DM to ensure that the tags are effectively used in all the section. Tags detached at the cash point to be collected by the personnel (Designated by the Store Manager).

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KEY RESPONSIBILITY AREA OF DEPARTMENT MANAGER

Key Responsibility Areas

Core Area Key Objectives Measure of Completion

FinancialsAchievement of Business plan (ABP)

Top Line Achievement- Department Wise

Number of brands achieving target

Shrinkage control

GC Tgt Ach

Customer MPM adherence VM audit

Customer experience in store Mystery shopper

Process

Sale tracker compliance Internal audit

SOP Compliance Audit store

SMT Completion of tasks

People & organization development

Training Time spent on training

Floor staff development Number of floor staff promoted

Floor staff attrition Attrition %

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1 Financial

Under the financial accept, the department managers are responsible for achieving the annual business plan (ABP), ABP consists of entire business plan for a particular department of a financial year and it is divided on weekly basis. A department manager plans the achievement of ABP, which includes the planning of department target and brand target.

The department managers are also responsible for reducing the shrinkage, which helps in reducing the store losses, and increase the profitability of store.

2 Customers

Under this scope of work, the department managers are responsible for satisfaction of customers in various ways. This includes the MPM adherence; MPM stands for Merchandise Presentation Module, which provided the detailed information regarding the brand, its display. It also provided important information regarding every merchandise and their respective unique selling point. Such type of information helps the fashion assistants to provide valuable information to customers so that they can make the most appropriate buying choice.

One of the other important accept of customers, is their experience in the store. To provide the best of the best customer experiences the department managers are responsible for maintaining best standardof their respective department, which includes proper hygiene standards and grooming standards of staff

3 Processes

Department managers, in order to meet their task follow various processes these process include the reporting, following the standard operating procedures (SOP) and SMT. The standard operating process provides detailed information regarding the processes, which are essential for proper store operations.

4 People & Organizational Development

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Department managers also play an important role in people and organizational development. At peoples level a department manger provide training to its subordinates and helps them to learn the basic working of business. This type of knowledge provides employee a chance to get promoted internally and reach to managerial level. All these factor help to achieve employee satisfaction and hence result in employee retention.

This entire factor helps department managers to build a strong motivated team, which is dedicated to achieve organization goal and add value to the system.

DAILY FLOOR ACTIVITY

1. SECTION WALKAROUND:

This includes display of merchandise as per VM guidelines. Colors should go from Light in front to Dark at the back. Ensure same style/ price merchandise are placed together

HOW IS A DM HELPFUL TO VISUAL MERCHANDISER

DM gives the kind of requirements they want from VM’s sides like:-

• In making signage• In maintaining color blocking• In maintaining display• In arranging the whole department properly

DM gives the VM an idea of new trends according to customer’s preferences so that VM can do styling and dress the mannequins according to that.

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2. CHECKING MANPOWER AVALIABILITY&GROOMING STANDARDS:-

It is the responsibility of a DM to ensure that adequate manpower is there in his section especially during peak hours and if not then make arrangements for the same.

Apart from checking the manpower availability the DM is also responsible for Staff motivation. In an industry like retail this is the most important factor for success of a retail firm. It is the duty of DM to keep up the team spirits as this also has a crucial role in the achievement of daily targets. Although staff motivation is intangible but it can boost profits.

DM is also responsible for Target distribution which is distributed to the staff on daily basis. It is the responsibility of DM to ensure that team members have their respective targets. A DM has to continuously monitor his team and see whether his efforts are moving in the right direction or not and if not then consequently take actions.

3.Checking floor hygiene:-

Department Managers are responsible for the cleanliness & hygiene of the sections. Store should be neat & clean so as to match customer expectation cleanness gives a pleasant shopping experience to customers

INVENTORY MANAGEMENT

Effective inventory management is all about knowing what is on hand, where it is in use, and how much finished product results. Inventory management is the process of efficiently overseeing the constant flow of units into and out of an existing inventory. This process usually involves controlling the transfer in of units in order to prevent the inventory from becoming too high, or dwindling to levels that could put the operation of the company into jeopardy.DM has to ensure effective replenishments. On the basis of sales vs stock calculation he has to maintain sufficient inventory.

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ROSTER PLANNING

Team management is one of the most important skill that the DM must possess. Through proper roster planning the DM ensures that week offs of his team members do not overlap. The DM can discuss with his team members as to when do they want offs and then he can make the roster accordingly.In case of any deviation from roster the team members must inform the DM so that he can make timely arrangements

TARGET NEXT WEEK:-

DM gets target on a weekly basis and on this basis daily targets are allotted certain percentage of weekly target is given on a day and the percentage of this weekly target for a day increases as we move from Monday to Sunday.The target is allotted not on a particular brand but the target is allotted cluster wise which is composed of four or five brands. For eg:-Lee cooper, UMM, Ajile, Bare denim is 1 cluster. After that individual targets are allotted. Each and every team member has a Target card in which his individual targets are mentioned as to how much quantity he has to sell. The DM must make adequate efforts to meet his target.

DateBrand Opening Receipts Sales Repairs Outwards Closing

   

Stock (Physical)

for the day

for the day

for the day

for the day

Stock(Physical)

                                             

System Difference Remarks Staff DM SM

Stock(Physical vs System)   Sign Sign Sign

                                 

PRODUCT FEEDBACK:

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On the basis of his observation from daily sales and on the basis of feedback that the DM gets from his team members he comes to know which are fast moving products and then he discusses about the fast movers with the category

PURCHASE ORDER(PO) GENERATION After ascertaining requirements the DM issues a purchase order. Through command ME 21 N in SAP the DM makes returnable purchase order (RPO).

OTHER ACTIVITIES WHICH A DM PERFORMS

Apart from the daily floor activity other activities which a DM performs are:

One to one discussion with the store manager about expectations and objective setting with the ADM. Acquiring the Dept./Section status update in terms of YTD ABP,achievement,GOLY,etc. Product knowledge update by going through their department specific Product knowledge videos and presentations. Cluster mapping and perk calculation. ESS functionality such as subordinate attendance regularization and approvals. ARS working and efficiency tracking. Collection wise and story wise sales tracking. Base stock calculation in terms of options and quantity. Promo efficiency tracking. In warding and out warding of stock received from RDC/MDC. In warding and out warding of stock received from vendors. GRIR process. Tracking of In transit stock. STO tracking. Documentation involved in all the above process Green plum reports creation and analysis.

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Understanding of dockets and their implementation and execution. Wrong header usage report. Critical SKU tracking. Fashion Friday implementation. Basic excel functions such as V-look up, pivot creation Understanding of GC business in terms of contribution, star wise contribution, existing and new customer contribution. Acquisition and retention of GC customers. Dormant and active customers

WHAT IS VM?

VM is briefly define as a presentation of a store and its merchandise in ways that will attract the attention of potential customer and motivate them to make purchase

BASICS OF COLOUR

People buy colour Colour creates moods

BASICS OF COLOUR BLOCKING Visual balanceKeep it simple

Look at the display from all angles

DISPLAY OF PROMOTIONS

KITCHEN FESTIVAL

40

MONTHLY MAHA BACHAT UMBRELLA DISPLAY MELA MINE BONANZA BEST DEAL COLUMS

OUT DOOR PROMOTION

Graphical Analysis of Questionnaire

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Printing

Leafleats

Invitation cards

Shopping bags insert

Newspapers

Innovative OOH(Out of home)

Richa branding

Mall gate

Bus branding

Mobile van

Out door

Gantry

Cantt lever

Unipolls

Hoardings

Gender Total %age

Male 7 14%

Female 43 86%

  50 100%

14%

86%

Gender

MaleFemale

Comments:

Majority of customer who came to Big Bazaar for shopping are Females, as Big Bazaar always target low price and females are always easily attracted towards low prices.

Age Group Total %age

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18-25 3 6%

26-30 15 30%

31-35 11 22%

36-40 8 16%

41-50 9 18%

>50 4 8%

  50 100%

18-25 26-30 31-35 36-40 41-50 >500

2

4

6

8

10

12

14

16

3

15

11

89

4

Total

Comments:

Mostly the people who came to shop in Big Bazaar are matured enough to understand the offers.

Q1. How often you visit Big Bazaar Total %age

Daily 3 6%

43

Weekly 5 10%

Fortnightly 6 12%

Monthly 16 32%

Occasionally 20 40%

  50 100%

6%

10%

12%

32%

40%

Total

DailyWeeklyFortnightlyMonthlyOccasionally

Comments:

Above graph clearly shows that most of the customer at Big Bazaar visits occasionally for their purchase and after that monthly.

Q2. Were you aware about the offers before coming to Big Total %age

44

Bazaar

Yes 28 56%

No 22 44%

  50 100%

56%

44%

Aware about the Offers before coming to BB

Yes

No

Comments:

As per the graph most of the customer already knows the offers before coming to Big Bazaar. This shows the effectiveness of marketing tools used by Big Bazaar.

Q3. How you got to know about the offers Total %age

Print Media 27 54%

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Electronic Media 7 14%

TVC's 3 6%

Other 13 26%

  50 100%

54%

14%

6%

26%

How you know about Offers

Print MediaElectronic MediaTVC'sOther

Comments:

Majority of the customer get to know about the offers by Print Media (Leaflet, Newspaper, etc.) So it shows that Print Media is much more effective media for Big Bazaar.

Q4. What marketing element should be used by company Total %age

46

according to you

Print Media 32 64%

Electronic Media 4 8%

TVC's 2 4%

Other 12 24%

  50 100%

64%8%

4%

24%

Marketing Element should be used according to you

Print MediaElectronic MediaTVC'sOther

Comments:

As the Print Media is much more powerful for Big Bazaar, customers also wanted to get information through Print Media.

Q5. Does the Marketing element used by Big Bazaar Total %age

47

influence you to shop

Definitely Yes 19 38%

Yes 17 34%

Don't Know 7 14%

No 5 10%

Definitely No 2 4%

  50 100%

38%

34%

14%

10%4%

Marketing Element used by BB Influence you to Shop

Definitely YesYesDon't KnowNoDefinitely No

Comments:

Majority of the customer get influenced to shop by the Marketing Media used by the Big Bazaar.

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Q6. Rate the following elements according to you

1. Print Media Total %age

Least Important 2 4%

Somewhat Important 6 12%

Neutral 6 12%

Important 27 54%

Very Important 9 18%

  50 100%

4%

12%

12%

54%

18%

Print Media

Least ImportantSomewhat ImportantNeutralImportantVery Important

Comments:

It is clearly showing that the Print Media which has most impact on customer, is really important for them.

2. Electronic Media Total %age

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Least Important 3 6%

Somewhat Important 16 32%

Neutral 14 28%

Important 12 24%

Very Important 5 10%

  50 100%

6%

32%

28%

24%

10%

Electronic Media

Least ImportantSomewhat ImportantNeutralImportantVery Important

Comments:

As the graph shows Electronic Media is somewhat important to the customer in comparison to other media’s.

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3. TVC's Total %age

Least Important 11 22%

Somewhat Important 11 22%

Neutral 15 30%

Important 7 14%

Very Important 6 12%

  50 100%

22%

22%

30%

14%

12%

TVC's

Least ImportantSomewhat ImportantNeutralImportantVery Important

Comments:

As the graph shows TVC’s are neither important nor unimportant, it’s neutral for the customer.

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Q7. What factors in Big Bazaar attracts most Total %age

Offers and Prices 24 48%

Quality 8 16%

Variety 11 22%

Ambience 4 8%

Customer Facilities 3 6%

  50 100%

Offers and Prices Quality Variety Ambience Customer Facilities0

5

10

15

20

25

30

24

8

11

4

3

Factors in BB which attracts most

Comments:

As a fact about Big Bazaar that it is known for its low prices and variety of product at one place, the graph is also supporting the fact.

Q8. How much Customer Connect Activities (CCA’s) are Total %age

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important to you

Least Important 5 10%

Somewhat Important 7 14%

Neutral 11 22%

Important 24 48%

Very Important 3 6%

  50 100%

10%

14%

22%

48%

6%

Importance of CCA's

Least ImportantSomewhat ImportantNeutralImportantVery Important

Comments:

Big Bazaar always does some CCA’s to interact with customers and customers are also finding this activity very important.

SWOT Analysis

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Strength

1. Low price2. Good Supply Chain Management3. Variety of products4. Huge offers5. Huge number of footfalls6. Good Brands available at affordable price

Opportunities

1. Growing culture of Mall in India2. More product line could be added3. Lot of potential in Rural market

Weakness

1. Limited billing counters2. High attrition rate3. Not much offers on branded products4. Sub standard quality of product

Threat

1. Competition from Wall Mart, Reliance, Jumbo, etc2. Large number of people still prefer to visit nearby Kirana Stores3. May loose customers because of sub standard quality of product

OTER ACTIVETIES DURING SIP

FBB CUSTOMER MEET SUGAR ISSUE RAKHI PROMOTION 6 DMB

CUSTOMER MEET

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Objectives Of Customer Meet….

• Ensure all customer contact reaches an appropriate conclusion• Minimize incidences of repeat contact• Seek to provide a seamless service for customers• Provide equal and easy access to our services at a time, place and Channel that meet the needs of Customers.• Enable our customers to provide feedback easily, through Complaints, customer surveys, etc Use customer compliments, Comments and complaints to drive improvements to service• Integrate customer care into mainstream service provision.

BIBLOGRAPHY

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1. KOTLER PHILLIP(book)

2. www.futuregroup.in

3. www.slideshare.com

4. www.fvrl.in

5. www.wikipedia.com

6. http//futurebyte.in

Marketing Dynamics in Retail

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Questionnaire

Name:

Age: a. 18-25 b. 26-30 c. 31-35 d. 36-40 e. 41-50 f.>50

Phone No.

Locality:

1. How often you visit Big Bazaar?a. Dailyb. Weeklyc. Fortnightlyd. Monthlye. Ocassionallly

2. Were you aware about the offers before coming to Big Bazaar?a. Yesb. No

3. How you got to know about the offers?a. Printing Mediab. Electronic Mediac. TVC’sd. Other

4. What marketing element should be used by company according to you?a. Printing Mediab. Electronic Mediac. TVC’sd. Other

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5. Does the Marketing element used by Big Bazaar influence you to shop?a. Definitely Yesb. Yesc. Don’t Knowd. Noe. Definitely No

6. Rate the following elements according to you?

Category Least Important

Somewhat Important

Neutral Important Very Important

Print MediaElectronic MediaTVC’s

7. What factors in Big Bazaar attracts most?a. Offers and Priceb. Qualityc. Varietyd. Ambiencee. Customer Facilities

8. How much Customer Connect Activities are important to you?a. Least Importantb. Somewhat Importantc. Neutrald. Importante. Very Important

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