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: Date Raghunath Pattanaik Reg. No-RM/o6/034
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..
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 couldnt be completed. I would like to thankful to my internal faculty mentor Mr. for his support guidance and encouragement throughout my 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 Introduction Aims and Objectives Methodology Analysis Conclusion Recommendation -CHAPTER 1 ORGANIZATIONAL OVERVIEW Introduction History of the organization Special feature Competitor details -CHAPTER 2 project overview Introduction Aims and Objectives Methodology Analysis Conclusion Recommendation -CHAPTER 3 Appendix Page No.
Bibliography References
-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 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 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? 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 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. Dont be afraid to ask your customers what they want and what they 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 Relevant Time bound
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-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 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.
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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 services provided. It consists of questions of questions presented to customers to get the answers. Datas 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.
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-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 and they are being selected randomly.
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RECOMMENDATION
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CHAPTER 1
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COMPANY PROFILE
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Organization
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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 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
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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 Indias 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 people. The companys 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 Indias 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,
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Space, Media, and Logistics. Apart from Pantaloon Retail, the groups 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. The groups 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 groups Indian joint venture partners include, Manipal Healthcare, Talwalkars, Blue Foods and Liberty Shoes. Future Capital Holdings, the groups 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 Asias largest property companies. Future Groups vision is to, deliver Everything, Everywhere, Every time to Every Indian Consumer in the most profitable manner. The
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group considers Indian-ness as a core value and its corporate credo is - Rewrite rules, 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. Its 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 delivering better value to the customers through retail. For instance, in Chennai CavinKares LimeLite, Maricos Kaya Skin Clinic and Apollo Hospitals Apollo
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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 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
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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 countrys 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 Indias largest industry, accounting for over 10 per cent of the countrys 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 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.
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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.
-Some Key Facts:- Retail is Indias largest industry, accounting for over 10 per cent of the countrys 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 Nilgiris
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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. 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 metros. 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 metros 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 childrens wear retailer, recently opened up its first store in Chennai, bypassing Delhi and Mumbai Besides the urban market, Indias rural market has just started to be seen as a viable option and companies who understand what the rural
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consumer wants will grow to incredible heights. The bulk of Indias population still live in rural areas and to be able to cater specifically to them will 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 (Levis, 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 tried and tested the offering and found nothing worth going back for. The menu at KFC was rather
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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 Punjabis 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 companys 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 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.
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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 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
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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, Indias 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 mens formal, casual & sportswear; womens 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, 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
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International brands at Smart Prices Brand Factory promises its customers that value shopping is not about seconds experience, its not about a garage sale environment and its not about buying cheap. Instead, its 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 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
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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 Indias favorite shopping destination. 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 companys inherent strength of fashion, Big Bazaar has created a strong valuefor-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 mens wear, womens wear, kids wear, sportswear or party wear, Big Bazaar fashions has it all! Food Bazaar: Wholesale pricesAb Ghar Chalaana Kitna Aasaan
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Food Bazaar invites you for a shopping experience, unique 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 April02, 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 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,
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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.
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-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 -- thats 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 Indias pioneer hypermarket store with a chain of 61 outlets and 92 Food Bazaars across the country. 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
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SPECIAL FEATURE OF PANTALOONS Corporate mission We share the vision and belief that by improving our
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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 -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
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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: 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
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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 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 customers 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
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solving. If we are able to 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. 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.
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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. 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.
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Adaptability: to be flexible and adaptable, to meet challenges. Flow: to respect and understand the universal laws of nature.
A dissatisfied customer will tell 10 more people, approximately Most customers that complain (54-70%) will do business with Happy customers with complaints resolved will communicate it
13% of those will tell up to 20 more people us again if we resolve their problems 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 Repurchases
If at our store we follow & maintain the Customer Interaction Standards then nothing can stop us from becoming a Successful Store -Blending strategy:
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To targeting higher share in customer shopping basket the company has adopted blending strategies. By entering into multiple formatsdepartmental 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 ourselves. The company is developing Indian model of retailing being India is unique country and the Indian customers have unique culture and value systems thats 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:
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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: The company has respect for every individual whomsoever it may be thats 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
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The pantaloon Trouser Indias first formal trousers 1987-88 brand launched BARE- Indian Jean brand launched 1989-90 John Miller Shirt inspired by America Formal 1993-94 shirt in popular segment launched Distribution of branded garments through multi- 1993-94 brand retail outlets across nation and exports of garments The Pantaloon Shoppe exclusive Mens wear store in 1993-94 franchisee format launched across nation Pantaloon Indias family store launched 1997-98 BIG BAZAAR is se sasta aura cha aura cha kahi 200102 nahin-I Indian hyper market launched Food bazaar- whole sale prices- chain of large super 2001-02 markets with a difference Gold bazaar- sone pe suhaga. Sudh bhi, saste bhi Central mall Awards & Reorganization 2007 =>> National Retail Federation Awards International Retailer for the Year 2007 Pantaloon Retail (India) Ltd =>> World Retail Congress Awards Emerging Market Retailer of the Year 2007 2003 2004
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Pantaloon Retail (India) Ltd =>> Hewitt Best Employers 2007 Best Employers in India (Rank 14th) Pantaloon Retail (India) Ltd =>> PC World Indian Website Awards Best Indian Website In The Shopping Category Futurebazaar.com. =>> Readers Digest Trusted Brands Platinum Awards Trusted Brands Platinum Award (Supermarket Category) Big Bazaar 2006 =>> Retail Asia Pacific Top 500 Awards Asia Pacific Best of the Best Retailers Pantaloon Retail (India) Ltd Best Retailer in India Pantaloon Retail (India) Ltd =>> Asiamoney Awards Best Managed Company in India (Mid-cap) Pantaloon retail (India) Ltd. . =>> Ernst & Young Entrepreneur of the Year Award Ernst & Young Entrepreneur of the Year (Services) Kishore Biyani =>> CNBC Indian Business Leaders Awards The First Generation Entrepreneur of the Year Kishore Biyani =>>Lakshmipat Singhania IIM Lucknow National Leadership Awards Young Business Leader Kishore Biyani =>> Images Retail Awards
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Best Value Retail Store Big Bazaar Best 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 =>> CNBC Awaaz Consumer Awards Most Preferred Large Food & Grocery Supermarket Big Bazaar =>> Reid & Taylor Awards for Retail Excellence Retail 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 industrys big problem was an absence of accountability among its members. In 2000 01. Pantaloons took the industry lead by instituting an effective category
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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 the category the onus of sourcing the right fabric to meet the specifications and most importantly delivering on time. -Information technology:-Writing the Organization
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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. -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
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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 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
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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 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.
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COMPETITORS
DETAILS
COMPEYITORS DETAILS
Shopper,s stop chain 1991: Shoppers' Stop launches at Andheri Setting 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
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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 Indias premier shopping destination. With a customer entry of about 50,000 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 Profile Shoppers Stops 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, Levis, 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
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Shoppers Stops 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 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
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Understanding the importance of distribution and logistics in ensuring that merchandise is available on the shop floors, 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 Plans Shoppers Stop aims to position itself as a global retailer. The company intends to bring the worlds best retail technology, retail practices, and sales to India. Currently, they are adding 4 to 5 new stores every year.
spensers Hypermarket
Spencers 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. Spencers 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. Its 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 RPGs 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 Spencers, one of Indias oldest and trusted companies. Spencers Travel Services Limited is the largest corporate General Sales Agent (GSA) in India servicing world renowned global airlines like KLM, NW, Cathay Pacific and Sri Lankan Airlines. To meet the
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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
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PROJECT OVERVIEW
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Project overview Introduction Retailing Worlds largest private industry Sales exceeding US$7.2 trillion
47 of the global Fortune companies and 25 of Asias Top 200 companies happen to be retailers
Internationally Retail is a mature sector and organised players account for more than threefourths of the total retail trade. Large retailers such as Walmart of US, Carrefour of France, Tesco of UK and others now dominate the global retail market India Retail Opportunity Demographics
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: : : :
The spending pattern of the the emerging middle class is Category (2004) Food, Beverage and % Of Total 43%
Tobacco Clothing and Footwear 5% Gross Rent, Fuel and Power 12% Furniture, Fixture and 4% Appliances Medical and Healthcare Services Transport and 8% 15%
Communication Recreation, Education and 3% Cultural Miscellaneous 10% Retail in India is still at a very nascent stage with an estimated market size of approximately US$ 222 Bn
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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
Oganised Retail Penetration
Penetration
80 60 40 20 0
Countries
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.
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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.
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Aims and objectives The 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 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 emphasizing the
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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
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Methodology
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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 locationWestern 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 Caters to Infosys, Satyam, Wipro, TCS, Braintree and many others.
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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/ toolPrepared 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 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.
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Table-1
MALE FEMALE STUDENT HOUSE WIFE SERVICE HOLDER BUSINESS MAN Findings (in%)
Friends 37 9 18 2 23 3 46%
Tv Ads 2 4 2 4 6%
Figure 1
37
Custom er's first ex posure tow ards the "Patia Big Bazaar"
Tv Ads
External sources
MALE HOUSE WIFE FEMALE SERVICE HOLDER STUDENT BUSINESS MAN
Objectives: To Know about the customers attraction towards Shopping Location as well as promotion
Table-2
Male Student Female Student House wife Business Man Male Service holder Female service holder
Offer 8 2 1 3 17 4
Ambiences 4 5 1 3 14 2
Atmosphere 11 7 3 4 9 2
Figure-2
Customer Attraction
2 2 4 17 14 9 3 3 4 2 0 5 8 7 11 4 10 20 30 40 50
No of repodents
M ale Service holder Business M an House wife Female Student M ale Student
3 1 1
Offer
Ambiences
Atmosphere
Qn-3 To whom would you accompany with while visiting this place? 69
Objective: To know about the customers companionship behold while shopping Analysis Table-3
Friends Student Business man Service holder House wife 22 3 13 1 Family 12 4 27 3 Alone 3 3 8 1
Finding Figure-3
customer,s shopping companionship 1 1
Respodents Category
3 8 13 3 3 3 4 12
5 10 15 20
27
22
25 30
Friends
Family
Alone
No of respodents
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 70
Analysis Table-4
Senior Citizenship Day 1 2 1 1 1 -
Wednesday Bazaar 14 3 8 6 4 3 2
No Margin Week 4 2 1 -
None Of these 18 2 13 7 4 1 1 1
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
Findings (In %)
6%
40%
7%
47%
Extract Figure -4
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Customer Awareness Business Man Below 25 Business Man Above 50 Business Man Below 50 Promotional Type Service Holder Below 25 Service Holder Above 50 Service Holder Below 50 House wife Below 50 Student Senior Citizenship Day Wednesday Bazaar No Margin Week No of Respodents 0 None Of these
10
20
30
40
Qn-5 which is the best communication media that you Would suggest getting you? Objectives: To know the Customers Best preference communication media, that reaches very fast. Analysis Table-5
Bnners & Hoarding 16 1 19 3 39% 4 1 10 5 20%
TV Student House Wife Service Holder Business Man Finding (In %) 6 3 5 1 15%
News Paper
FM Radio 11 14 1 26%
72
Extract Figure-5
40 35 30 25 No Of 20 Re p od e nts 15 10 5 0
3 19 1 5 3 6 TV 1 16 5 10 1 4 1 14 0 11
House W ife Service Holder
News Paper
Student
M e d ia Typ e
Qn-6 Which attracts you the most, while moving the PatiaBig Bazaar Store? Objectives: To know the customer psyche about the inhouse features. Analysis Table-6
Qn-6 Display Board Student House Wife Service Holders Business Man 8 14 1 Product Ranges 19 3 16 5 Customer Service 10 2 18 4
73
Findings (In %)
23%
43%
34%
Extract Figure-6
Customer Attraction
20 No of respodents 15 10 5 0 Student 0 8 10 5 3 2 1 Service Holders Business Man 4 19 14 16 Display Board Product Ranges Customer Service 18
House Wife
Customers Type
Qn-7 How do you react when you see a heavy rush of customers inside the PatiaBig Bazaar? Objectives: To Know the Customer reaction while facing a rush situation being intended to purchase Analysis Table-7
Qn-7 Feel Exited Student House Wife Service Holders Business Man Findings (In %) 2 3 11 1 17% Enjoy Shopping 18 14 6 38% 15 1 22% Get annoyed 6 No Reaction 11 2 8 2 23%
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Extract Figure-7
Customer Reaction
20 No of Respodents 15 10 5 0 Feel Exited 2 3 18 14 11 6 1 0 Enjoy Shopping 6 0 1 2 15 11 8 2 Student House Wife Service Holders Business Man
Get annoyed
No Reaction
Nature Of Reaction
Qn-8 What is the rating point of Patia-Big Bazaar as comparison to other? Objectives: To know the Customers belongingness towards the Patia Big Bazaar Analysis Table-8
Qn-8 Student House Wife Service Holders Business Man Findings (In %) 100% 13 1 14 2 30% Average 23 4 31 6 64% Below Average 1 3 2 6%
75
Extract Figure-8
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Qn-9 Speciality Store Student House Wife Service Holders Business Man Findings (In %) 4 5 1 10% Patia Big Bazaar 19 3 21 4 47% Neighborhood Store 9 14 2 25% Convenient Store 5 2 8 3 18%
Rating Scale
Below Average 6%
100% 30%
Average 64%
Qn-9 Where do you go for shopping for your immediate requirements as well as planned future purchase? Objectives: To know the customers Best and suitable Shopping location. Analysis Table-9
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Figure-9
Customer"s Shopping Preference
Qn-10 How frequently would you like to visit Patia-Big Bazaar? Objectives: To Know the customers preferable visiting frequency. Table-10
Qn-10 Daily Student House Wife Service Holders Business Man Findings (In %) 6 7 13% Weekly 15 1 19 2 37% As you wish 16 4 22 8 50%
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Extract Figure-10
Rating Scale
Below Average 6%
100% 30%
Average 64%
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 No
79
33 4 42 8 87%
4 1 6 2 13%
Figure-11
Customer Partcipation
No 13%
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
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to TV Ads as they first 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% friends 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. 1047% wants to shop here, 25% to Neighborhood store, 18%to convenient store, 10% to specialty store 11- 50% customers like to shop by their convenient time. 37% are the weekly visitors. 13% never want to miss even for one day. 1287% do always with us, 13% finds it difficult to break the
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iceberg always.
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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.
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
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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. Dont harass the customers. When he/she is asking for very last night discount. 4- There should be local TV ads as well as dont 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 SKUs. 7- Section target would be only when achieved if respective sales personnel would recognize the customer. And 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 10Special previlege should be given to the student, as the futures most bonafide potential customer. 11-Students requirement goods should be kept in respective section, as because primary area is surrounded by nos of schools, colleges, IT centers. 12Sunday Bazaar should be specially allotted for Students
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,attracting fabulous offers and discounts. 131415One day should be allotted for Housewives celebration day. Free hour Dhamaka Offer is to be celebrated At 1-4 PM. To attract young masses Big Bazaar should maintain a data
Leaving Saturday and Sunday. Database of youths to wel come to its Youth Club.
Chapter-3 Appendix
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Bibliography Reference
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,
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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 Qn-2: What attracts to visit at Patia-Big Bazaar? Offers Ambiences Atmosphere Qn-3 To whom would you accompany with while visiting this place? Friends Family Alone Qn-4 Patia-Big Bazaar is celebrating special offers/Discounts in a daily basis. Which one are you aware of ? Senior citizenship Day Wednesday Bazaar No Margin week (m Bazaar) None of these Qn-5 Which is the best communication media that you would suggest to get you? TV News paper Banners & hoarding FM-Radio Chocolate Qn-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 PatiaBig Bazaar? Feel Excited Enjoy shopping Get annoyed No reaction TV Ads
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 store Qn-10 How frequently would you like to visit Patia-Big Bazaar? convenient
Daily weekly As you wish Qn-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 comments____________________________________________ your
A very little about yourself Name: ______________________________contact no: ________________ Place: ______________ Gender: male female Occupation Student House wife service holder any other please specify Age: Below 25 Below35 Above 50
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Bibliography
Green, Paul E., Tull S. Donald and Gerald Albaum. 1999. Research for marketing Decision. 5th edition, New Delhi: Pentice-Hall of India. 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.
OJT Objectives:
To gain the field experience,
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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. 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
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was not there. The sales became rise gradually. In (11!th-15th) Maha Bachat Offer season, we had a target of Rs. 40000/-. And 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 customers details. Some customers got angered if the Air tel office cut their connection; reason beings either insufficient doc Or docs didnt 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 dont 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.
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