SUMMER INTERNSHIP REPORT

ON
PROMOTIONAL STRATEGY OF BIG BAZAAR
AND
“Comparative analysis Between ETHENIC Wear and CASUAL Wear”

This project is submitted for the partial fulfilment of PGDM degree in AIMA
Session:-(2017-2019)
UNDER THE GUIDANCE OF
FACULTY GUIDE EXTERNAL GUIDE

ASHA BIKASH MOHAPATRA SAURISH DAS

ASST.PROF. IN MARKETING MANAGER OF FASHION SECTION
USBM, BHUBNESWAR BIG BAZAAR JHARSUGUDA
SUBMITTED BY
SUBRAT SAHU
PGDM 2ND YEAR

UNITED SCHOOL OF BUISNESS MANANGEMENT, BHUBNESWAR

 DECLARATION:

This is Subrat Sahu bearing Roll No: -B21720652 declare that the project report titled
PROMOTIONAL STRATEGY OF BIG BAZAAR AND “COMPARATIVE ANAYLISIS
BETWEEN ETHENIC WEAR AND CASUAL WEAR AT BIG BAZAAR JHARSUGUDA
“is the original work done by me and is submitted to UNITED SCHOOL OF BUISNESS
MANAGEMENT, Bhubaneswar in partial fulfilment of the requirement for the award of
PGDM degree.

Name: Subrat Sahu

Roll no: B21720652
 ACKNOWLEDGEMENT:

With all humility I would like to express that I was very lucky to undergo dissertation
report at BIG BAZAAR. It was a golden opportunity for gaining practical experience
and self- development. I am Honoured to have so many wonderful people who helped
me insistently in several ways for the completion of this project.

I sincerely acknowledge my gratitude to (Asst. Prof. in Marketing) at USBM,

Bhubaneswar.
For his encouragement and motivation which was a great source of inspiration.

Name: Subrat Sahu

Roll no: B21720652
CONTENTS
CHAPTER 1
 INTRODUCTION TO RETAIL
 RETAIL MEANING
 THE SUPPLY CHAIN
 INDUSTRY STRUCTURE
 RETAILING STRUCTURE
 OBJECTIVE OF STUDY

CHAPTER 2
 COMPANY PROFILE AND PROGRESS OF
BIG BAZAAR

CHAPTER 3
 PROMOTIONAL STRATEGY OF BIG BAZAAR
 BIG BAZAAR’S NEW MARKETING
STRATEGY

CHAPTER 4
 APPAREL UNDER MEN SECTION
 DETAILS OF CLOTHES
 APPAREL UNDER WOMEN SECTION
 DETAILS OF CLOTHES

CHAPTER 5
 COMPARATIVE ANALYSIS
 OBSERVATION AND FINDING

CHAPTER 6
 CONCLUSION
 SUGGESTIONS AND RECOMMEDATIONS
 LIMITATION OF STUDY
 BIBLOGRAPHY
CHAPTER-1
 INTRODUCTION TO RETAIL
 RETAIL MEANING
 THE SUPPLY CHAIN
 INDUSTRY STRUCTURE
 RETAILING STRUCHURE
 OBJECTIVE OF STUDY
 Introduction
Retail consists of the sale of goods or merchandise from a fixed location, such as a
department store, boutique or kiosk, or by mail, in small or individual lots for direct
consumption by the purchaser. Retailing may include subordinated services, such as
delivery, purchasers may be individuals or businesses. In commerce, a “retailer” buys
goods or product in large quantities from manufacturers or importers either directly or
through a wholesaler, and then sells smaller quantities to the end-user, Retail
establishment are often called shops or stores. Retailers are at the end of the supply
chain. Manufacturing marketers see the process of retailing as a necessary part of their
overall distribution strategy. The term “retailer” is also applied where a service provider
services the needs of a large number of individuals, such as a public utility, like electric
power.
Shops may be on residential streets, shopping streets with few or no houses or in a
shopping mall. Shopping streets may be for pedestrians only.
Sometimes a shopping street has a partial or full roof to protect customers from
precipitation online retailing, a type of electronic commerce used for business-to-
consumer(B2C) transactions and mail order are forms of non-shop retailing.
Shopping generally refers to act of buying products. Sometimes this is done to obtain
necessities such as food and clothing; sometimes it is done as a recreational activity.
Recreational shopping often involves window shopping (just looking, not buying) and
browsing and does not always result in a purchase.

Retail Meaning
Retail involves the sale of goods from a single point (malls, markets, department stores,
etc.) directly to customer in small quantities for his end use. In a layman’s language,
retailing is nothing but transaction of goods between the seller and the end user as a
single unit (piece) or in small quantities to satisfy the needs of the individual and for his
direct consumption.
Example – Prashant wanted to purchase a mobile handset. He went to nearby store
and purchased one for himself.
In the above case, Prashant is a buyer who went to a fixed location (in this case the
nearby store) He purchased a mobile handset (quantity – one) to be sold to the end
users either directly from the manufacturers or through a wholesaler.

The Supply Chain

Manufacturers > Wholesaler > Retailer > Customer/End user
 Manufacturer - Manufacturer are the ones who are involved in production of
goods with the help of machines, labour and raw materials.
 Wholesaler – The wholesaler is the one who purchases the goods from the
manufacturers and sells to the retailers in large numbers but at a lower price. A
wholesaler never sells goods directly to the end users.
 Retailer – A retailer comes at the end of the supply chain who sells the products
in small quantities to the end users as per their requirement and need.
The end user goes to the retailer to buy the goods (products) in small quantities
to satisfy his needs and demands. The complete process is also called as
Shopping.
Industry Structure
The organizational structure of a retail store will vary by the size and type of
business. Most tasks involved with operating a retail business will be the same.
However, small or independent retail stores may combine many sectors together
under one division, while larger stores create various divisions for each particular
function along with many layers of management.

For example, the small specialty shop may have all of its employees under one
category called store operations. A large department store may have a complete
staff consisting of manager, assistant manager and sales associates for its
Sporting Goods department, Home and Garden, Bed and Bath, and each
additional department.

In order to define the store’s organization, start by specifying all task that need to
be performed. Then divide those responsibilities among various individuals or
channels. Group and classify each task into a job with a title and description.
The final step is to develop an organizational chart.

Retailing structure
The following is a brief outline of some of the divisions in a retail organization.

Owner/CEO or President

Store Operation: management, Cashier, Sales, Receiving, Loss Prevention

Marketing: Visual Displays, Public Relations, Promotions

 Merchandising: Planning, Buying, Inventory control

Human Relations: Personnel, Training

Financing: Accounting, Credit

Technology: Information Technology

As the store grows and the retail business evolves, the dynamics of the
organization’s structure will change too. Therefore, it is paramount to redesign
the store’s organizational chart to support the decision – making, collaboration
and leadership capabilities that are essential during and after a growth period.

OBJECTIVE OF STUDY
 To know the strategy adopted by Big Bazaar in the current retail marketing
environment.
 To have a proper understanding and analysis of Big Bazaar.
 To know the marketing strategies that Big Bazaar adopted to make good
relationship with customers.
 To know the people perceptions towards Big Bazaar.
 To compare the marketing strategy adopted by Big Bazaar.
 To know consumer perception toward the Big Bazaar.
 CHAPTER-2
COMPANY PROFILE
AND
PROGRESS OF BIG BAZAAR
 BIG BAZAAR

PARENT GROUP - FUTURE GROUP

OWNER - KISHORE LAXMINARAYAN BIYANI(FOUNDER)
CEO - SADASHIV NAYAK
DIRECTOR - RAKESH BIYANI
FOUNDED - 2001
HEADQUARTER - MUMBAI, MAHARASTRA, INDIA
NUMBER OF LOCATION – 256 STORES (AUG 24 ,2017)
INDUSTRY - RETAIL
AREA SERVED - INDIA
PRODUCTS - ELECTRONICS
HOME AND FURNITURE
MOVIES AND MUSIC
HOME IMPROVEMENT
CLOTHING, FOOTWEAR
JEWELLERY
TOYS
HEALTH AND BEAUTY
PET SUPPLIES
SPORTING GOODS AND FITNESS
 PARTY SUPPLIES
GROCERY

BIG BAZAAR
Big bazaar is the largest hypermarket chain in India. Big bazaar was
launched in September 2001, with the opening of its first four stores in Kolkata, Indore,
Bangalore and Hyderabad in 22 days, currently there are 256 stores across 90 cities
and towns India covering around 16 million square foot of retail space. It was started by
Kishore Biyani Big Bazaar was launched mainly as a fashion format selling apparel,
cosmetics, accessories and general merchandise over the years the retail chain has
included in its portfolio a wide range of products and services ranging from grocery to
electronics.
Big Bazaar is popularly known as the ‘Indian Wal-Mart’ today most Big Bazaar
outlets are located in stand-alone buildings in city center as well as within shopping
malls. These stores have more than 200,000 stock keeping units (SKU) in a wide range
of categories led primarily by fashion and food products the retails space of their stores
in the metros range between 50,000 and 1,60,000 square foot.
According to Kishore Biyani’s 3-C theory change and confidence among the entire
population is leading to rise in consumption of through better employment and income
which in turn is creating value to the agricultural products across the country, Big
Bazaar has divided India into three segments: -
1. India’s one: - Consuming class which includes upper middle and lower middle
class (14% of India’s population).
2. India’s two: - Serving class which includes people like driver, household helps,
office peons, liftmen, watchmen. etc. (55% of India’s population).
3. India’s three: - Struggling class (remaining 31% of India’s population)

While Big Bazaar is targeted at the population across India one and India two
segments, Aadhaar Wholesale is aimed at reaching the population in India Three
segment. With this, Future Group emerged as a retail destination for consumers
across all classes in the Indian society.
Progress of Big Bazaar:-
2001
 Three Big Bazaar stores launched within a span of 22 days in Kolkata,
Bangalore, Hyderabad.

2002
 Big Bazaar - ICICI Bank card is launched.
 Food Bazaar becomes part of Big Bazaar with the launch of the first store in
Mumbai at high street Phoenix.

2003
 Big Bazaar enters Tier 2 cities with the launch of the store in Nagpur.
 Big Bazaar welcomes its 10 million customer at its new store in Gurgaon.

2004
 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.
 A day before Diwali, store at lower parel becomes the first to touch RS 10
million turnover on a single day.

2005
 Initiates the implementation of SAP and pilots a RFID projects at its central
ware house in Tarapur.
 Launches a unique shopping program the big bazaar Exchange offer, inviting
customers to exchange household junk at Big Bazaar.
 Electronic bazaar and furniture bazaar are launched.
 Big Bazaar and ICICI Bank – Big Bazaar Gold credit card program to reward
its loyal customers.

2006
 Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1,37,367
shopping bill. The Sangli farmer becomes Big Bazaar’s largest ever customer.
 Big Bazaar launches Shakti, India’s first credit card program tailored for
housewives.
 Navras – the jewellery store launched within Big Bazaar stores.

2007
 The 50th Big Bazaar stores is launched in Kanpur.
 Big Bazaar partner 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 “.
 Pantaloons retail wins the international retailer of the year at USA based
national retail federation convention in New York and emerging retailer of the
year award at the world retail congress held in Barcelona

2008
 Big Bazaar the fastest growing hypermarket format in the world with launch of
its 101st store within 7yr of its launch.
 Big Bazaar dons a new look with a fresh new section, Fashion at Big Bazaar.
 Big Bazaar joins the league of India’s business super brands. It is voted among
the top ten service brands in the country, in the latest pitch IMRB international
survey.
 Big Bazaar initiated the Mega Saving “Monthly Bachat Bazaar” campaign to
provide exceptional deals on groceries and food items during the first week of
every month.

2009
 Big Bazaar opens its second store in Assam at Tinsukia.
 Big Bazaar initiates Maha - Annantarpane program at its stores in south India
a unique initiative to offer meals to visitors and support local social organization.
 Big Bazaar captures almost one third share in food and grocery products sold
through modern retails in India.
 Mahendra Singh Dhoni and Asin, youth icon of India, were chosen as brand
ambassador of Big Bazaar.
 Big Bazaar announced the launch of “The Great Exchange Offer”.
 Formed a joint venture with Hidesign to launch Holi, a new brand of handbags,
laptop bags and other accessories.

2010
 Future Value Retail Limited is formed as a specialized subsidiary to spearhead
the groups value retail business through Big Bazaar and other formats.
 Big Bazaar wins CNBC Awaaz Consumer Award for the third consecutive year
Adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most
Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop
Shop.
 Big Bazaar connects over 30,000 small and medium Indian manufacturer and
entrepreneurs with around 200 million customers visiting its stores.
 Big Bazaar opens its third store in Kanpur at Z square mall.
 Big Bazaar opens its fourth store in Kanpur at jajmau which is the largest
leather tannery garrison of Asia.
 Actress Vidya Balan was chosen as the brand ambassador of Big Bazaar’s
price challenge exercise.
 Big Bazaar ranked 6th among the Top 50 Service in India.

2011
 Big Bazaar forays into the rural wholesale and distribution business through
‘Aadhaar’ wholesale store at Kalol, Gujrat.
 Big Bazaar has come up with a new logo with new tag line ‘Naye India Ka
Bazaar’.
 200th store open in India.
 Future Group has launched its latest venture food hall – a premium food
destination across 10 Metros in India.
 For the Convenience of the online customer, Big Bazaar has started free
shipping on all orders above Rs 1000.
 Big Bazaar entered into an agreement with Hindustan Unilever to co-develop
and co-brand bakery products which would be sold exclusively on Big Bazaar
stores.

2012
 Big Bazaar entered into a five year Multi-Million Dollar deal with Cognizant
Technology Solution for IT Infrastructure services that support future groups
network of stores, Ware house, Office and data centers.
 Partnered with Disney to launch “Kidz Cookies” exclusively for kids across India
Big Bazaar is planning to add further value to its retail services by offering value
added services like grinding, deseeding, vegetable cutting at free of cost.
 2013
 Big Bazaar introduced an exciting occasion for shopping ‘April Utsav’.
 Big Bazaar introduced a unique customer membership program ‘Big Bazaar
Profit Club’.

2014
 Big Bazaar and Ezone are voted as one of the top 50 most trusted brand in the
country in the Brand Equity Survey 2013 conducted by Nielson the survey
brand of the country.
 A New Generation Big Bazaar, Big Bazaar Family Center was launched at
alcove in Kolkata on January 6,2014.

2015
 Fbb became style partner of Asia’s Largest Music Festival ‘SUN BURN’.
 Big Bazaar redefines weekends with launched of a never seen before
Campaign ‘Crazy Weekend’.
 Big Bazaar announced on exclusive tie up with leading mobile wallet company
Mobi Kwik.
 Big Bazaar & Ezone made to the Brand Equity’s Top Retailers list.
 First Big Bazaar GEN NXT Store designed for smart and easy shopping
experience opened in infinity mall Malad, Mumbai.

2016
 Fbb created Guinness World Record for the World’s largest photobook of 18
feet height and 27 feet width.
 2017
 Central and SBI Launched a unique Co-Branded credit card designed for the
aspirational urban shopper.

2018
 Big Bazaar organized one of the world’s first 24hr of Facebook live shopping
Carnival to celebrate the 12th anniversary of ‘Sabse Ache Din’.
 Big Bazaar for the first time ever created a mobile game ‘Deal Skyfall – Sabse
Saste Din that has transformed the shopping experience in India.
 Fbb launched ‘Watch Now Buy Now’ India’s first ever online fashion event
 Big Bazaar Dropped prices of 1500 Everyday, items with the Har Din Lowest
Price promise.
 CHAPTER -3

PROMOTIONAL STRATEGY
OF
BIG BAZAAR
Promotional strategy of big bazaar
1. Wednesday Bazaar: - Big Bazaar introduced the Wednesday bazaar
concept and promoted it as “Hafte Ka Sabse Sasta Din”. It was mainly to
draw customer to the stores on Wednesday, when least number of
customers are observed. According to the chain, the aim of the concept is
“to give homemakers the power to save the most and even the stores in the
city don a fresh look to make customer feel that it is their day”.

2. Sabse Sasta Din: - With a desire to achieve sales of Rs 26 crores in a one

single day, Big Bazaar introduced the concept of “Sabse Sasta Din”. The
idea was to simply create a day in a year that truly belonged to Big Bazaar.
this was launched on January 26,2006 and the result was exceptional that
police had to come in to control the mammoth crowd. the concept was such
a huge hit that the offer was increased from one day to three days in 2009
(24 January to 26 January) and to five days in 2011 (22 January to 26
January).

3. Maha Bachat:- Maha Bachat was started off in 2006 as a single day
campaign with attractive promotional offers across all Big Bazaar stores.
Over the years it has grown into a 6 days bi-annual campaign. It has
attractive offers in all its value formats such as Big Bazaar, Food Bazaar,
Electronic Bazaar and Furniture Bazaar – catering to the entire needs of a
customer.

4. The great exchange offer:- On February 12,2009 Big Bazaar launched

“The Great Exchange Offer”, through which the customers can redeem
these coupons for brand new goods across the nation.
5. Pay-back card: - At Future Group Big Bazaar, we believe in building long
lasting relationships with customers we encourage repeat customer visits
through our unique offers and special sale days. Future Groups has taken
the whole concept of customer loyalty to the next level by joining hands with
PAYBACK. PAYBACK is India’s largest and one of Europe’s most
successful multi-partner loyalty programs. With PAYBACK, customers can
shop, save and get rewarded. this program enables consumers to collect
millions of points across online and offline partners – with just a single card.
Customers can accumulate points across Future Groups formats, thereby
making “shopping rewarding” Our formats Big Bazaar, Food Bazaar,
Pantaloons, Central, Home Town, eZone, Brand Factory and future Bazaar
are a part of the PAYPACK loyalty program.

6. T 24 PROGRAM: - T24 will provide customers with a dual advantage all 24

hours of – ‘Shop More, Talk More’, and ‘Talk More, Shop More’. Shopping
and talking on our mobile phones are among the two favorite activities for all
of us in India. With T24, we have been able to develop a unique customer
value proposition that combines these interests of the aspirational Indian.
Customers will get shopping benefits for talking and talk-time benefits each
time they shop. we believe that with our partners, TATA Teleservices
Limited, we have been able to develop a differentiated offering in the
crowed telecom space and also increase the loyalty we enjoy among the
millions of customers who patronize our stores. T24 (Talk 24) tariff plans
reflect the competitive per second rates being offered for pre-paid
customers on Tata Teleservices Limited’s GSM network.in addition,
customers will be rewarded with free talk time for every purchase at Future
Group stores starting at Rs 10 to a maximum of Rs 350 plans will keep
evolving to offer ever more attractive options to the customer.

PRICING: - The pricing objective at Big Bazaar is to get “Maximum Market

Share”. Pricing at Big Bazaar is based on the following techniques: -
 1. Value pricing (EDLP – Every Day Low Pricing):-- Big Bazaar promises
consumers the lowest available price without coupon clipping, waiting for
discount Promotions, or Comparison shopping.
2. PROMOTIONAL PRICING:- Big Bazaar offers financing at low interest rate.
The concept of psychological discounting (Rs 99, Rs 49, etc.) is also used to
attract customers. Big Bazaar also caters on Special Event Pricing (Closing to
Diwali, Gudi Padva and Durga Pooja).
3. Differtiated pricing: - Differentiated pricing, i.e., difference in rate based on
peak and non-peak hours or days of shopping is also a pricing technique
used in Indian retail, which is aggressively used by Big Bazaar. For example,
Wednesday Bazaar.

Bundling: - It refers to selling combo-packs and offering discount to customers. The

combo – packs add value to customer and lead to increased sales. Big Bazaar Lays a
lot of importance on bundling. For example, 3 good day family packs at Rs 60 (price of 1
pack =Rs 22), 5kg rice + 5kg sugar + 5kg oil for Rs 599.

Promotion: - The various promotion schemes used at Big Bazaar include:-

1. Saal ke sabse saste 3 din.

2. Hafte ka sabse sasta din “Wednesday Bazaar “.
3. Exchange Offers “junk swap offers “.
4. Future card (3% discount).
5. Shakti card.
6. Advertisement (print ad, TV ad, radio).
7. Brand endorsement by MS Dhoni and Asin.
8. Big Bazaar has come up with 3 catchy lines written on hoardings taking on
biggies like Westside, Shoppers Stop Lifestyle. They are: -
 “Keep West-aside. Make a smart choice!”
 “Shoppers! Stop. Make a smart choice!”
 “Change your Lifestyle. Make a smart choice!”
PEOPLE:-
1. Well trained staff at stores to help people with their purchases.
 2. Employ close to 10,000 people and employ around 500 more per month.
3. Well – dressed staff improves the overall appearance of store.
4. Use scenario planning as a tool for quick decision making multiple counters for
payment, staff at store to keep baggage and security guards at every gate,
makes for a customer – friendly atmosphere.

PROCESS: -

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

PHYSICAL EVIDENCE:- Products in Big Bazaar are properly stacked in appropriate

racks. There are different departments in the store which display similar kind of
products. Throughout the store there are boards/written display put up above the
products which give information about the products, its price and offers. Big Bazaar
stores are normally ‘U’ shaped and well planned & designed.

BIG BAZAAR’S New Marketing Strategy:

Big Bazaar has launched new marketing strategy which is based on Guerrilla Marketing.
Guerrilla Marketing Warfare strategies are a type of Marketing Warfare strategy
designed to wear down the enemy by a long series of minor attacks, using principles of
surprise and hit and run tactics. Attack retreat, hide, then do it again, and again, until the
competitor moves on to other markets Herein guerrilla force is divided into small groups
that selectively attack the target at its weak points. In the world of cut throat competition,
corporate use extension of the same strategy in marketing. corporate like Coke, Pepsi,
etc. have been using the same for quite some time now and the latest entrant is our
very own ‘Future Group’ – Big Bazaar, Pantaloons, Future Bazaar, eZone are all part of
this group and the are taking on the biggies like Shoppers Stop, Lifestyle and Tata’s
Westside. in order to do the same, Future Group have come up with 3 catchy and
cheeky ad campaigns which surely do catch our eyes and surely one can’t resist
appreciating the same.

 “Keep West-aSide. Make a smart choice!”

 “Shoppers! Stop. Make a smart choice!”
 “Change your Lifestyle. Make a smart choice!”

Advertising: - The departmental store chain Big Bazaar has launched a commercial
sometime back to promote “The Great Exchange Offer”. The commercial portrays how
customers can exchange any old and broken items (junk) and get new products at a
discounted price from Big Bazaar.
The 30 seconds film unfolds through the eyes of a cabbie in a busy city street, he is
intrigued by the disruptive visual of a well-dressed office executive carrying a bundle of
old newspaper and walking through a crowed place. The cabby then notices a young
office going lady in western wear carrying a rusty bucket filled with broken utensils, the
cabbie is absolutely confounded but continues to follow her with a broken tyre in his
hand and some across another absurd situation of a highly placed executive in a
chauffeur driven car with a broken commode on the top of the car. penultimate situation
reveals everybody is healing towards Big Bazaar for the exchange offer; the cabbie
comes out of the store happy and excited after getting an amazing deal for his junk tyre.
moving images are interspersed with supers that hi- light the amazing prices a
consumer can get for junk. The sound track uses a typical kabada guy’s shout as he
walks through city street calling for junk.
The month of January and February is generally a low – key affair in terms of customer
footfalls and revenue generation. innovative, out of the box promotions is one of the
effective ways to draw customer attention and shore up the revenue. Historically
exchange schemes have been used to induce better sales, it also has a strong appeal
with the Indian mindset of getting value even for their junk, states an official release
from Big Bazaar.
An interesting person used to help advertise a product or services. Big Bazaar, has
roped in cricketer Mahendra Singh Dhoni as the brand ambassador for its new range of
fashion apparel. Dhoni would feature in a series of advertisements across all media.
Dhoni and Big Bazaar have a lot of synergies as the Indian one-day international team’s
captain stands for the aspiration of youths, while Big Bazaar is looked up to by millions
of Indians to fulfill their aspirations.
In this way, Big Bazaar make full use of the marketing mix for a new venture which
earlier belongs to the unorganized retail sectors, i.e., kirana stores. Application of the
best marketing practices helps Big Bazaar in a great way.
Special strategies: -
1. To minimize retailing cost.
2. Operating: - Fewer staff on the floor; one person for every 500 square foot.
3. Minimize the furniture cost.
4. Saving shelf space.
5. Way to deal unsold stock off.
6. “Today’s price”: - Everyday a chosen product is being sold at lower than usual
price.
 CHAPTER 4

APPAREL UNDER MEN AND WOMEN SECTION

AND

DETAILS OF CLOTHES
Under The Apparel Section
Men’s Wear
Ethnic Section
Brand Satranj

(1) (2)
Kurta (ethnic wear)

(3) (4)
KURTA WITH WAIST COAT and Long kurta (Ethnic wear)
Casual Wear
Brand Buffalo

Liberty print slin fit linen shirt and Checkered slim fit shirt (Buffalo)
Checkered slim fit shirt (Buffalo)

Embroidered polo T-shirt and Graphic print crew neck T-shirt

(Buffalo)
Medium stone solid slim fit jeans and 4*4 stretchable chinos
(Buffalo)

Printed shorts (Buffalo)

Brand DJ&C

Check shirt full sleeves and Check shirt half sleeves

(DJ&C)

Graphic t-shirt and Strip Polo T-Shirt

(DJ&C)
Mid wash jeans slim fit and Classic chinos (DJ&C)

Classic shorts (DJ&C)

Brand Spunk

Raglan sleeves club T-shirt and Solid pique polo T-shirt (spunk)

Solid woven track pant and Solid Shorts with pockets (spunk)
solid colour polo T-shirt and Solid crew neck T-shirt (champion)

Solid color polo T- shirt and Solid crew neck T-shirt

 Brand Studio NYX

FORMAL SHIRT PARTY WEAR SHIRT and FORMAL TROUSER (STUDIO NYX)

Brand Knighthood

Formal shirt (Knighthood) and Formal trouser (Knighthood)

Details of clothing in big bazaar (Men section)

1. Ethnic wear: -

2. Brand: Shatranj

3.Product: casual shirts, churidar, ethnic, jackets, kurta, pajama.

4. Fits: loose, regular, slim.

5. size: s, m, l, xl, xl.

6. Fabric: blended, cotton, denim, linen, poly cotton, polyester, viscose.

7. Pattern: checkered, chikankari, dobby, embroidered, jacquard, foil, solid,

printed, textured.

Price: below: 700, 700-1000, 1001-2000, above 2000.

1.Western wear: -

2. Brand: lee cooper, studio NYX, AFL, buffalo, champion, DJ&C, knighthood,
shatranj, spunk, umbro.

3.Product: casual shirts, formal shirts, blazers, t-shirts, suits, sweater,

sweatshirts, coats, jackets, kurta, polo’s.

4. Fits: regular, slim.

5. size: xs, s, m, l, xl, xl, xxl, 38, 39, 40, 42, 44.

6. Fabric: acrylic, blended, chambray, cotton, denim, linen, poly blend, poly
cotton, polyester, rayon, satin, terylene rayon, viscose, wool.

1. 7. Pattern: abstract, animal print, argyle, Aztec, botanical, camouflage, color

block, checkered, chevron, dyed, dobby, embroidered, floral, foliage,
geometric, graphics, heathered, herring bone, jacquard, knitted, ombre,
oxford, paisley, polka dots, printed, schiffli, slub effect, speckle, star, solid,
stripes, textured, typographic, zig zag.

Price: below: 700, 700-1000, 1001-2000, 2001-2500, above 2500.

Embroidered Straight Kurta (Shristi)

Printed loose fit top and Patch print top (Shristi)

Printed skirt, Printed palazzos and Printed Leggings (Srishti)

 Brand ATEESA

Chevron print kurta with placket and Tribal print denim top
(Ateesa)

Printed top and Embroidered high – low tunic (ateesa)

Puppet print skirt and Chevron print narrow palazzos (ateesa)

Solid color legging and Floral Print Cape (ateesa)

Brand Navras

Sea green printed suit set and Foil print lehenga set (navras)

Double layerd kurta & dupatta set and Embroidered anarkali suit set (ateesa)
Casual wear
Brand DJ&C

Printed Graphics T-shirt and Solid top with lapel collar (DJ&C)

Floral printed Top and Princess cut ruffled dress (DJ&C)

Kaftan top with lace tie-up and Distressed Denim shorts (DJ&C)

Bengaline stretch jeggings with zipper, Floral print palazzos and faded jeans
(DJ&C)
Brand Lee Cooper

Graphic print T-shirt, Floral print dress with tie-up and Dipped hem
rayon dress (Lee Cooper)

Floral print top with pleats, Floral print off-shoulder top and
Yarn dyed shirt with Frills (Lee Cooper)
Faded jeans and Denim shorts (Lee Cooper)
Brand Spunk

Printed graphics T-shirt and Solid polo T-shirt (Spunk)

Details of clothing in big bazaar (Women section)
1. Ethnic wear: -
2. Brand: Navras. Ateesa, Srishti
3.Product: capes, churidar, culottes, dresses, dupatta, ethnic sets, jackets, kurta,
kurti, leggings, palazzos, pants, salwar, shirts, shrugs, skirts, suit sets, tops,
tunics.
4. Fits: loose, regular, relaxed, skinny, straight.
5. size: free size, xs, s, m, l, xl, xxl.
6. Fabric: blended, brocade, cambric, chanderi, chiffon, cotton, denim, flex,
georgette, net, poly blend, poly cotton, polyester, rayon, satin, silk, velvet,
viscose.
7. Pattern: abstract, animal print, Aztec, block, botanical, checkered, chevron,
color block, damask, digital, dobby, dyed, embroidered, floral, foil, foliage, folk,
geometric, gold print, graphics, ikat, indigo print, kalamari, kaleidoscope, motif,
Nordic, paisley, phulkari, printed, solid, stripes, textured, tribal, zig zag.
Price: below 500, 600-1000, 1001-1500, 1501-2000, above 2000.
2. Casual wear: -
3. Brands: Lee Cooper, DJ&C, Spunk.
4. Product: blazers, capes, capris, co-ordinates, culottes, dresses, jackets, jeans,
jeggings, kurta, palazzos, pants, polo’s, shirts, shorts, Shrugs, skirts,
sweaters, sweatshirts, shirts, tanks, tops, trouser, tunic.
5. . Fits: loose, regular, relaxed, skinny, straight.
6. . Size: free size, xs, s, m, l, xl, xxL, 24, 26, 28, 30, 32, 34, 36, 38.
7. . Fabric: acrylic, blended, chambray, cambric, cotton, denim, faux georgette,
georgette, lyocell, mesh, modal, pu, poly blend, poly cotton, polyester, rayon,
satin, viscose.
8. Pattern: abstract, animal print, argyle, Aztec, block, botanical, Celtic,
checkered, chevron, dyed, damask, embossed, embroidered, floral, foliage,
folk, geometric, graphics, heathered, herring bone, kaleidoscope, knit, nature,
Nordic, paisley, printed, schiffli, slub effect, speckle, splatter, star, solid,
stripes, textured, tribal, tropical, typographic, zig zag.
9. Price: below 500, 600-1000, 1001-1500, 1501-2000, above 2000.
 CHAPTER 5

COMPARATIVE ANALYSIS

OBSERVATION AND FINDING

Introduction to Comparative analysis:
Comparative analysis is a study that contrasts two or more than two things, example
two brands, two life insurance policies, two sports figures, two presidents, etc. The
study can be done to find the crucial differences between two very similar things or the
similarities between two things that appear to be different on the surface.
Definition:
A method used in the analysis of financial statements to identify new trends when data
or ratios for a specific item from a multiple time frames are presented alongside of each
other for a straight across comparison. The same method came to be used to compare
the outcomes of alternative solutions or processes applied in similar circumstances.
A Comparison of the credit rating of different but similar companies to help determine
the type of investments that match its goals in reference to the risk tolerance of the
investor.
An interest – adjusted method of calculating difference in cost between insurance
policies. The comparative interest rate method is used to more clearly illustrate a
differences in cost of a whole life policy and a decreasing term policy with a side fund.
This comparison helps clients and agents determine the best type of insurance in a
given scenario.
Analysis done by realtors to assess a property’s value by examining similar properties
that have sold within the past year. A Comparative market analysis may be done for
both buyers and sellers. buyers will want to know how much other homes sold for to
ensure that the price is fair and sellers want to make sure that they set their selling price
at the right level. a CMA should not be confused with a formal appraisal of a home .
 Observation and Finding: -

1. Customers Age Group?

Chart Title
50%

40%

30%

20%

10%

0%
18-28 28-38 38-48 48-58

Interpretation: Mostly the young people visit the store Compared to the other age group.

2. What is your income group annually?

Chart Title
50%

40%

30%

20%

10%

0%
100000-200000 200000-300000 300000-500000 500000 and above

Interpretation: Mostly the income group of 300000-500000 visit the Big Bazaar followed
by income group of 200000-300000.
 3. How often do you shop at Big Bazaar?

Chart Title
40%

30%

20%

10%

0%
Every week Once a month Every Wednesday Every Sunday

Column3 Column2 Column1

Interpretation: Most of the people shop at Big Bazaar on Sunday followed by

Wednesday compared to other days.

4. Which of the following store do you visit the most?

Chart Title
60%

50%

40%

30%

20%

10%

0%
Pantaloon Big Bazaar Viishal Mega Mart Citylife

Interpretation: Most of the customer visit Big Bazaar compared to other retail store.
5. What do you shop the most in the following store in Fashion?

Chart Title
70%
60%
50%
40%
30%
20%
10%
0%
Western Ethnic

Interpretation: Most of the customer shop on Western wear as compared to

Ethnic.

6. Rank your preference for shopping?

Chart Title
60%
50%
40%
30%
20%
10%
0%
Quality Brand Store Layout Price

Interpretation: Most of the customer look out for brand compared to other
preference.
7. Which form of promotion do you think is most effective?

Chart Title
60%

50%

40%

30%

20%

10%

0%
T.V Newspaper Radio Poster

Column1 Column3 Column2

Interpretation: Most of the customer said T.V is the most effective way of
promotion compared to other means.

8. What is the price range you like to shop?

Chart Title
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Below 599 599-1199 1199-1699 Above 1699
Interpretation: Most of the customer like to shop in the range of (599-1199) as it is a
reasonable price range and most of the product at the store are available in this price
range compared to other.

9. Do you think that the service of discount offered Big Bazaar attracts you?

Chart Title
100%
80%
60%
40%
20%
0%
YES NO

Interpretation: 85% of the customer said that discount offers by Big Bazaar attract then
compared to other 15%.
10. Do you feel the goods offered at Big Bazaar are costlier as compared to other
malls?

Chart Title
80%

60%

40%

20%

0%
YES NO
Interpretation: 75% of the customer said price is high than other store but they said
adding to their opinion that the quality of the goods are up to the mark compared to
other 25% who said cost of product are as it should be.

11. Which promotional services do you expect from Big Bazaar?

Chart Title
50%

40%

30%

20%

10%

0%
Discount offers Coupons Free Gifts Credit card

Interpretation: Most of the customer said that they need discount offer and coupons for
future discount shopping compared to other who asked for free gifts and credit card
option.
 CONCLUSION
In the research I found that Indian retail industry is very complicated in nature because
the taste and preferences of the customers vary a lot in nature. The customers are very
choosy in nature; they are not ready to compromise with their requirements. the
customer has lots of option related to their choices. there are many competitors in the
retail industry. So the sales and promotion activity of the company is the only tool to
attract the customers.

On the basis of different aspects of comparative analysis of both the Ethnic wear and
Casual wear it’s found that most of the customer shop for western wear in Big Bazaar
due to the availability of variety, ranges, brand, different age group products, as well as
latest fashion collection

SUGGESTIONS AND RECOMMENDATIONS

 Company should try to increase publicity in and around 0-10 kms of Big Bazaar
with help of different modes like local FM radio, and posters especially when
there are special schemes for customers.
 Big Bazaar should introduce various schemes periodically, say once in forth
nightly.
 It is suggested that the company should adopt aggressive marketing
campaigning and advertising and provide fair discounts on bulk purchase.
 From the consumer perception evaluation of the store and services it is
recommended that store should maintain the quality level in each categories of
product.
 Making stalls in corporate mela’s like trade fair, may be beneficial to create
brand image of its product.
 Company should provide regular training to their staff and aware him with the
modern technique of selling and customer dealing.
 A special discount may be given on purchases exceeding certain limits.
 There should be more number of billing counters.
  Constant reminder of discounts through pamphlets, speakers inside the store for
inducing consumers for impulse buying should be more.
 Proper advertisement in press and outdoor to make Big Bazaar should be visible
in the eyes of consumers.
 Customer care service should be improved.
 More brand products can be displayed in the store as people still prefer branded
clothes than offered by local vendors.
 Customization of clothing should be given an important consideration.
 Should provide more festival schemes and at proper time.

LIMITATION OF THE STUDY

Although it would have been nice to conduct a perfect research study, but this study is
conducted under certain limitations, which were faced while doing this research. So it is
highly recommended to consider these limitations while going through the project study.

These limitations are as follows

LIMITATION OF DATA

The statistical data regarding the city was not available to me on secondary source data
and to generate such data on the primary source was a task, which cannot be achieved
in such a short time.

LIMITATION OF TIME

The limitation of time was another constraint in the study as the study had to be
conducted in few months therefore many aspects have been left unexplored. Locating
the target customers is very time consuming. Research period is not just much enough
to know fully about the price strategies & consumer’s perception about Big Bazaar.

INHIBITIONS OF THE RESPONDENTS

The respondents did not reply the question with precision as they were busy with their
own work or they were not interested in taking part in such a research. Employees
sometimes feel hesitated while telling about their view about their marketing strategies.

OTHER LIMITATION ARE: -

 Sample size is limited due to the limited period allocated for survey.
 Getting accurate responses from the respondents due to their inherent problem
is difficult. They may be partial or refuse to cooperate.
 Respondents may not be interested to give the data.
 Sometime respondents are not taking interest in such type of surveys therefore
there is chance that they might be giving wrong information.
 The respondents are free from all barriers so he/she can give his/her opinion
which may not be true in many occasions.

BIBLIOGRAPHY

 Marketing Management by Saxena Rajan 4th edition.

 Marketing Management by Kotler Philip 7th edition.

 The new rules of Marketing by Scott Meerman David.

 Journals, etc.

 Big Bazaar prospectus.

 www.futuregroup.in.

 www.bigbazaar.in.

 Books, magazine etc.

“Comparative Analysis Between Ethnic Wear and Casual Wear”
BIG BAZAAR JHARSUGUDA
Questionnaire Review of Big Bazaar
• NAME OF CUSTOMER _______________ DATE -____/____/_______
1. Age group?
1. 18-28( ) 2. 28-38( ) 3. 38-48( ) 4. 48-58( ).
2. What is your income group annually?
1. 100000-200000( )2.200000-300000( ) 3.300000-500000( ) 4. 500000
and above( )
3. How often do you visit Big Bazaar?
1.Every week( )2. Once a month( )3. Every Wednesday( )4. Every Sunday( )
4. Which of the following stores do you visit the most?
1. Pantaloons ( ) 2. Big Bazaar ( ) 3. Vishal Mega Mart ( ) 4. Citylife( )
5. What do you shop the most in the following store in Fashion?
1. western( ) 2. formal( ) 3. ethenic( ) 4. accessories( )
6. Rank your preference for shopping?
1. quality ( ) 2.brand ( ) 3. store layout ( ) 4. price ( )

7. Which form of promotion do you think is most effective?

1. T.V( ) 2. Newspaper( ) 3. Radio ( ) 4. Poster ( )
8. What is the price range you like to shop?
1. Below 599( ) 2. 599-1199( )3. 1199-1699( )4.Above 1699( )
8. Do you think that the service of discount offered by Big Bazaar attracts you?
1. Yes ( ) 2. No ( )
9. Do you feel the goods offered at Big Bazaar are costlier as compare to other
shopping malls?
1. Yes ( ) 2. No ( )
10. Which promotional services do you expect from Big Bazaar?
1. Discount offers ( ) 2. Coupons ( ) 3. Free Gifts ( ) Credit Card ( )