INDUSTRIALTRAININGPROJECT REPORT

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DECLARATION

IUndersignedthestudentofMBA3rdSEMbydeclarethattheprojectreportis
my own work and has carried out under the guidance and supervision of Prof.
name. Further I declare that it has not been submitted to any other university of
examination.

Date:

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PREFACE
Inthisageofnecktoneckcompetition,thereismuchimportancegiventopractical
knowledge.Thetheoricalknowledgeisnotsufficienttounderstandtheboundless
fieldofbusinessmanagement.
Today every person wants to be a master in the field they are in. The practical
training is a life of management student. In modern world the importance of
management is increasing day by day. Industrial training provide a student
sufficientknowledgetodevelopaneducationtoconnecttheoryandpractical.

SotofulfillourpurposeIhavedonetrainingatBigBazar

ACKNOWLEDGEMENT
Itismygreatpleasuretopresentthisreportbeforeyou.Isincerelywouldliketo
showmygratitudetowardsallthosepersonswhohavehelpedmethroughoutmy
projectwork
IamheartilythankfultoManagernameatBigBazarforgivingmehisvaluable
guidanceforpreparingthisreport.Hehasbeenanexceptionalmentorduringthese
twomonthsoftraining.Ithasbeenagreatlearningexperienceofbeingatrainee
underhim.
Iwouldliketoexpressmyspecialthankstoalltheanotherofficialwhohashelped
mealotduringthisSIP.Theircriticaladviceshelpedmetomakethisreportmore
effective.
Moreover, I thanks to prof. Name who guided me before and after the industrial
training. He gave me great support to prepare this project, too. And all who
directlyorindirectlyhelpedmeinpreparingthisreport.

Chapter1
Introduction
Retailingisevolvingintoaglobal,hightechbusiness.WalMartisnowthe
worldslargestcorporationandhasbecomethelargestfoodretailerintheUnited
States. French based Carrefour is the worlds second largest retailer. Retailing in
developedcountriesisbigbusinessandbetterorganized.Buttheretailscenarioin
India is different much of it is in unorganized sector. There are more than 12
millionretailoutletsofvarioussizesandformats.Andalmost90%ofthemareless
than500sq.ft.insizeandthepercapitaretailspaceisonly2sq.ft.whileUShas
16sq.ft.
Indiahasthelargestnumberofoutletinworldi.e.9outletsfor1000people.
Most of them are independent and contribute to the retail sales. Because of
increasingnumberofnuclearfamilies,workingwomen,greaterworkpressureand
greatercommutingtime,conveniencehasbecomeapriorityforIndiancustomers.
They ever want things under one roof for easy access and multiplicity of choice.
Thegrowthanddevelopmentoforganizedretailingisdrivenbytwomainfactors
pricesandbenefitsthecustomercantresist.
India is rapidly involving into a competitive market place with potential
target consumers in the niche middle class segments. The market trend indicates
tremendous growth opportunities. The buying behavior and lifestyle in India too
are changing and the concept of value for money is fast catching on in Indian
retailing. This is the evident from the expansion of the Pantaloons chain into the
large format, Big Bazaar. This growth in retail sector is making the retailers
powerful intermediates in the marketing channel, bridging the gap between
manufacturesandconsumers.

 Keeping in mind the rapid growth of Indian retail industry and its bright
future,thishasalwaysbeenathrustareaforme.BigBazaarisatthetopposition
inIndianretailindustry.Thatiswhyitattractedmetohavesummertraining(on
the job training) in Big Bazaar, Udaipur. Big Bazaar is the retail chain of Future
Retail (India) Ltd. And it provides a wide range of products availability for the
customers.
Asamatteroffact,retailisthebuzzwordoftheIndianeconomytoday.As
retail industry is growing at a high pace I wanted to have an overview of the
subject.IhavechosenBigBazaarretailchainforthesummertraining(onthejob
training) because Big Bazaar retail is very upcoming retail company which is
continuously changing its activities with the change of time. I wanted to
understandtheirmarketingactivitiesandlikedtorelatehowsimilarordissimilarit
isfromwhatIhavestudiedinmarketingmanagement.
To execute the project, I underwent on the job training at Big Bazaar,
Udaipur.TheinteractionwiththeStoreManager,OperationalManagerandother
staffpersonnelwasfruitfultomeasitclearedmanycoreconceptswhenitcameto
practicalapplication.
Themainobjectiveoftheprojectwastogetpracticaltrainingofwhatwehave
learnttheoreticalintheclassroom.Inotherwords,itwastogetpracticalexposure
ofallthemarketingskillsandhowtoimplementintherealsituation.

Theotherobjectivesoftheprojectwerethefollowing:
TolookatthecurrenttrendsintheIndianorganizedretailindustry.
TounderstandtheBigBazaarorganizationashowsystematicallyitisrunby
themanagementpersonnel.
To know about the marketing activities of the Big Bazaar done round the
year.
To know the customer queries, comments and suggestions about the store
anditsproducts.
ToknowaboutthepromotionalactivitiesdoneatBigBazaartoincreasethe
sales.
To get acquainted with the major issues in the Indian organized retail
industry.
In fact, the training was for the practical aspects of the management skills
and it was fruitful as the main objective of the project was fulfilled
satisfactorily. During the training period, I learnt about the store
organization and different activities performed by staff personnel. Big
Bazaar brings various schemes for the festival season and offers wide
productchoicetothecustomers.

Chapter2
IndustryProfile

Retailing
ThewordretailisderivedfromtheFrenchwordretailer,meaningto
cut a piece off or to break bulk. In simple terms, it implies a firsthand
transactionwiththecustomer.
Retailing involvers a direct interface with the customer and the
coordination of business activities right from the concept or design stage of a
product or offering to its delivery and postdelivery service to the customer. The
industry has contributed to the economic growth of many countries and is
undoubtedlyoneofthefastestchanginganddynamicindustriesintheworldtoday.

Indianretailindustry
TheIndianretailindustryisthefifthlargestintheworld.Comprisingof
organized and unorganized sectors, India retail industry is one of the fastest
growingindustriesinIndia,especiallyoverthelastfewyears.Thoughinitially,the
retailindustryinIndiawasmostlyunorganized,howeverwiththechangeoftastes
andpreferencesoftheconsumers,theindustryisgettingmorepopularthesedays
and getting organized as well. With growing market demand, the industry is
expected to grow at a pace of 2530% annually. The India retail industry is
expected to grow from Rs. 35,000 crore in 200405 to Rs. 109,000 crore by the
year2010.

TheretailscenarioinIndiaisunique.Muchofitisintheunorganizedsector,
with over 12 million retail outlets of various sizes and formats. Almost 96% of
theseretailoutletsarelessthan500squarefeetinsize,thepercapitalretailspace
India being 2 squre feet compared to the US figure of 16 square feet Indias per
capitalretailingspaceisthusthelowestintheworld.
Withmorethan9outletsper1000people,Indiahasthelargestnumberinthe
world.Mostofthemareindependentandcontributeasmuchas96%tototalretail
sales.Becauseoftheincreasingnumberofthenuclearfamilies,workingwomen,
greater work pressure and increased commuting time, convenience has become a
priorityforIndianconsumers.Theywanteverythingunderoneroofforeasyaccess
and multiplicity of choice. This offers an excellent opportunity for organized
retailersinthecountrywhichaccountforjust2%andmodernstores0.5%ofthe
estimated US Dollar 180 billion worth of goods that are retailed in India every
chain,WalMart.

GrowthofIndianretailindustry
Accordingtothe8thAnnualGlobalRetailDevelopmentIndex(GRDI)of
ATKearney,Indiaretailindustryisthemostpromisingemerging
marketforinvestment.In2007,theretailtradeinIndiahadashareof810%inthe
GDP(GrossDomesticProduct)ofthecountry.In2009,itroseto12%.Itisalso
expectedtoreach22%by2010.
AccordingtoareportbyNorthbrideCapita,theIndiaretailindustryis
expectedtogrowtoUS$700billionby2010.Bythesametime,theorganized
sectorwillbe20%ofthetotalmarketshare.Itcanbementionedherethat,
theshareoforganizedsectorin2007was7.5%ofthetotalretailmarket.
Indiaisrapidlyevolvingintoacompetitivemarketplacewithpotentialtarget
consumers in the niche and middle class segments. The market trends indicate
tremendousgrowthopportunities.Globalmajorstooareshowingakeeninterestin
the Indian retail market. Over the years, international brands like marks and
spencer,Samsonite,Lacoste,McDonalds,Swarovski,Dominosamongahostof
othershavecomeintoIndiathroughthefranchiseroutefollowingtherelexationof
FDI (Foreign Direct Investment) restrictions. Large Indian companies among
themtheTata,GoenkaandthePiramalgroupsareinvestingheavilyinthis
industry.

MajorRetailersinIndia
Pantaloon:
PantaloonisoneofthebiggestretailersinIndiawithmorethan450stores
acrossthecountry.HeadquarteredinMumbai,ithasmorethan5millionsq.ft
retailspacelocatedacrossthecountry.It'sgrowingatanenviablepaceandis
expectedtoreach30millionsq.ftbytheyear2010.In2001,Pantaloonlaunched
country'sfirsthypermarketBigBazaar.Ithasthefollowingretailsegments:

Food&Grocery:BigBazaar,FoodBazaar
HomeSolutions:Hometown,FurnitureBazaar,CollectionI
ConsumerElectronics:ezone
Shoes:ShoeFactory
Books,Music&Gifts:Depot
Health&BeautyCare:Star,Sitara
Etailing:Futurebazaar.com
Entertainment:BowlingCo.

TataGroup
TatagroupisanothermajorplayerinIndianretailindustrywithitssubsidiary
Trent,whichoperatesWestsideandStarIndiaBazaar.Establishedin1998,
italsoacquiredthelargestbookandmusicretailerinIndiaLandmarkin2005.
Trentownsover4lakesq.ftretailspaceacrossthecountry.

RPGGroup
RPGGroupisoneoftheearlierentrantsintheIndianretailmarket,whenit
cameintofood&groceryretailingin1996withitsretailFoodworldstores.Later
italsoopenedthepharmacyandbeautycareoutletsHealth&Glow.

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Reliance
RelianceisoneofthebiggestplayersinIndianretailindustry.Morethan300
RelianceFreshstoresandRelianceMartarequitepopularintheIndianretail
market.It'sexpectingitssalestoreachRs.90,000croresby2010.

AVBirlaGroup
AVBirlaGrouphasastrongpresenceinIndianapparelretailing.The
brandslikeLouisPhilippe,AllenSolly,VanHeusen,PeterEnglandarequite
popular.It'salsoinvestinginothersegmentsofretail.ItwillinvestRs.80009000
croresby2010.

AnotherbigplayerinthesegmentwillbetheBhartigroup.Overhaulingthis
partofthesupplychainwillbethekeytothesuccessofanyretailventureinfood
andgroceriessegment.

WalMart,theworldslargestretailer,andBhartiEnterpriseshavesigneda
Memorandum of Understanding (MoU) to explore business opportunities in the
Indianretailindustry.ThisjointventurewillmarktheentryofWalMartintothe
Indian retailing industry a retail chain like Future Groups Big Bazaar may be
clocking heady sales (growing at 100% year on year), but the dozen odd shops
operatinginitsproximitywearadesertedlook,givingasomewhathollowringto
the much talked about retail boom in the country. The key players currently
operating in the Indian retail industry includes Future Group, Trent Ltd, RPG
Enterprise,VishalRetailLtd,ShoppersStopLtd,BataIndiaLtd,ProvogueIndia
Ltd,VdeoconAppliancesLtd,ITCLtd,GodrejAgrovertLtd,andDCMHariyah
KissanBazaar.

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 Retailers ranging from Pantaloon to RPG to Piramals or the Tatas are

working towards exploiting this model, perceived by consumers as more value
enhancing.Butinthelongrun,whatismostlikelytosucceedisamorebalanced
multiformat strategy. Finally, while in the first flush of the retail boom, the
eliminationoftraditionalintermediariesmaybringwindfallgains(aswellasbring
welcome and muchneeded relief to the producers), this source will increasingly
dry out as competition intencifies and margins come under pressure a few years
downtheline.Whatwouldsetthesurvivorsapartfromthosewhoareforcedtosell
out or go bellyup will be differentiators like location, valueadded services
(convenience),privatelabelsandcustomerloyaltyprogramsotherthanprice.The
last, a result of retailermanufacturer tieups, stateoftheart supply chain
infrastructure,globalsourcingandscalewillbeakeyfactor.And,ifexperiencein
othermarketsisanythingtogoby,anuncannyabilitytoreadshiftingtrends.

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RetailformatsinIndia
Hypermarts/supermarkets:largeselfservicingoutletsofferingproductsfroma
varietyofcategories.

Momandpop stores: they are family owned business catering to small

sections they are individually handled retail outlets and have a personal
touch.
Departmental stores: are general retail merchandisers offering quality
productsandservices.
Convenience stores: are located in residential areas with slightly higher
pricesgoodsduetotheconvenienceoffered.
Shoppingmalls:thebiggestformofretailinIndia,mallsofferscustomersa
mix of all types of products and services including entertainment and food
underasingleroof.
Etrailers:areretailersprovidingonlinebuyingandsellingofproductsand
services.
Discountstores:thesearefactoryoutletsthatgivediscountontheMRP.
Vending: it is a relatively new entry, in the retail sector. Here beverages,
snacksandothersmallitemscanbeboughtviavendingmachine.
Category killers: small specialty stores that offer a variety of categories.
Theyareknownascategorykillersastheyfocusonspecificcategories,such
aselectronicsandsportinggoods.ThisisalsoknownasMultiBrandOutlets
orMBO's.
Specialtystores:areretailchainsdealinginspecificcategoriesandprovide
deepassortment.Mumbai'sCrosswordBookStoreandRPG'sMusicWorld
isacoupleofexamples.

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ChallengesfacingIndianretailindustry

ThetaxstructureinIndiafavorssmallbusiness
Lackofadequateinfrastructurefacilities
Highcostofrealestate
Dissimilarityinconsumergroups
RestrictionsinForeignDirectInvestment
Shortageofretailstudyoptions
Shortageoftrainedmanpower
Lowretailmanagementskill

The retail industry in India is currently growing at a great pace and is

expected to go up to US$ 833 billion by the year 2013. It is further expected to
reachUS$1.3trillionbytheyear2018ataCAGRof10%.Asthecountryhasgot
ahighgrowthrates,theconsumerspendinghasalsogoneupandisalsoexpected
togoupfurtherinthefuture.Inthelastfouryear,theconsumerspendinginIndia
climbedupto75%.Asaresult,theIndiaretailindustryisexpectedtogrowfurther
inthefuturedays.Bytheyear2013,theorganizedsectorisalsoexpectedtogrow
ataCAGRof40%.

CategoriesofIndianRetailers:
CorporateHouses
Tatas:TataTrent
RPGgroup:FoodWorld,HealthandGlowetc.
ITC:WillsLifeStyle
Rahejagroup:(ShoppersStop),DLF(DTcinemas).
Nike,Rbk.Zodiac
Multibrandoutlets
VijaySales,Viveksetc.
Manufacturers/Exporters
Pantaloons,Bata,Weekender

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ClassifyingIndianRetailers:
1. ModernFormatRetailers
Supermarkets(foodWorld)
Hypermarkets(BigBazaar)
DepartmentStores(shoppersStop)
SpecialtyChains(Ikea)
CompanyOwnedCompanyOperated
2.TraditionalFormatRetailers
Kiranas:traditionalMomandPopStores
Kiosks
StreetMarket
Exclusive/MultipleBrandOutlets
3.Hypermarket
BigBazaar
Giants
Shoprite
Star
4.Department
Lifestyle
Pantaloons
Pyramids
ShoppersStop
Trent
5.Entertainment
FameAdlabs
FunRepublic
Inox
PVR

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Chapter3
CompanyProfile

FutureGroup,ledbyitsfounderandGroupCEO,Mr.KishoreBiyani,isone
of Indias leading business houses with multiple businesses spanning across the
consumptionspace.WhileretailformsthecorebusinessactivityofFutureGroup,
groupsubsidiariesarepresentinconsumerfinance,capital,insurance,leisureand
entertainment,branddevelopment,retailrealestatedevelopment,retailmediaand
logistics.

Ledbyitsflagshipenterprise,PantaloonRetail,thegroupoperatesover16
million square feet of retail space in 73 cities and towns and 65 rural locations
across India. Headquartered in Mumbai (Bombay), Pantaloon Retail employs
around 30,000 people and is listed on the Indian stock exchanges. The company
followsamultiformatretailstrategythatcapturesalmosttheentireconsumption
basketofIndiancustomers.Inthelifestylesegment,thegroupoperatesPantaloons,
afashionretailchainandCentral,achainofseamlessmalls.Inthevaluesegment,
its marquee brand, Big Bazaar is a hypermarket format that combines the look,
touchandfeelofIndianbazaarswiththechoiceandconvenienceofmodernretail.

In2008,BigBazaaropenedits100thstore,markingthefastesteverorganic
expansionofahypermarket.ThefirstsetofBigBazaarstoresopenedin2001in
Kolkata,HyderabadandBangalore.

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ThegroupsspecialityretailformatsincludesupermarketchainFoodBazaar,
sportswearretailerPlanetSports,electronicsretailereZone,homeimprovement
chainHomeTownandruralretailchain,Aadhaar,amongothers.
Future Capital Holdings, the groups financial arm provides investment
advisorytoassetsworthover$1Billionthatarebeinginvestedinconsumerbrands
andcompanies,realestate,hotelsandlogistics.Italsooperatesaconsumerfinance
armwithbranchesin150locations.
Other group companies include, Future Generali, the groups insurance
venture in partnership with Italys Generali Group, Future Brands, a brand
development and IPR company, Future Logistics, providing logistics and
distributionsolutionstogroupcompaniesandbusinesspartnersandFutureMedia,
aretailmediainitiative.
ThegroupspresenceinLeisure&Entertainmentsegmentisledthrough,
Mumbaibased listed company Galaxy Entertainment Limited. Galaxy leading
leisure chains, Sports Bar and Bowling Co. and family entertainment centres,
F123.Throughitspartnercompany,BlueFoodsthegroupoperatesaround100
restaurants and food courts through brands like Bombay Blues, Spaghetti
Kitchen,NoodleBar,TheSpoon,CopperChimneyandGelato.
FutureGroupsjointventurepartnersinclude,USbasedstationery
productsretailer,StaplesandMiddleEastbasedAxiomCommunications.
FutureGroupbelievesindevelopingstronginsightsonIndianconsumers
and building businesses based on Indian ideas, as espoused in the groups core
value of Indianness. The groups corporate credo is, Rewrite rules, Retain
values.

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FutureRetail

Retail forms the core business activity at Future Group and most of its
businessesintheconsumptionspacearebuiltaroundretail.FutureGroupsretail
network touches the lives of more than 200 million Indians in 73 cities and 65
rural locations across the country. The group currently operates around 1,000
storesspreadover16millionsquarefeetofretailspace.Presentinthevalueand
lifestylesegments,thegroupsretailformatscatertoalmosttheentireconsumption
expenditureofawidecrosssectionofIndianconsumers.
LedbyPantaloonRetail,thegroupsflagshipcompany,thegroupmanages
some of Indias most popular retail chains like Pantaloons a chain of fashion
destinations,BigBazaarauniquelyIndianhypermarketchain,FoodBazaara
supermarket chain that blends the look, touch and feel of Indian bazaars with
aspectsofmodernretaillikechoice,convenienceandqualityandCentralachain
ofseamlessdestinationmalls.SomeofitsotherformatsincludeEthnicityIndia's
firstconceptstore,whichrecreatestheexperienceofatraditionalethnicmarketin
a modern retail format, Brand Factory, Planet Sports, aLL, Top 10 and Star
andSitar.
Retailing of products and services related to home building and home
improvement is led through the groups formats, Home Town, a largeformat
homesolutionsstore,alongwithspecializedformatsforhomefurnitureandhome
furnishingthrough,CollectioniandFurnitureBazaarandconsumerelectronics
througheZoneandElectronicsBazaar.
ThegroupalsooperatesIndiasleadingruralretailingchain,Aadhaarthatis
presentinover65locationsinruralIndia.Aadhaar,anagriservicecumruralretail
initiative,providesacompletesolutionproviderfortheIndianfarmer.
In2007,PantaloonRetailwasawardedtheInternationalRetaileroftheYear
bytheUSbasedNationalRetailFederation(NRF)andtheEmergingMarket
RetaileroftheYearattheWorldRetailCongressheldinBarcelona.

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CorporateStatements:
FutureGroupmanifesto
Future the word which signifies optimism, growth, achievement, strength,
beauty, rewards and perfection. Future encourages us to explore areas yet
unexplored,writerulesyetunwritten,createnewopportunitiesandnewsuccesses.
To strive for a glorious future, it brings to us our strength, our ability to learn,
unlearnandrelearnourabilitytoevolve.
We,inFutureGroup,willnotwaitforthefuturetounfolditselfbutcreatefuture
scenarios in the consumer in the consumer space and facilitate consumption
because consumption is development. Thereby, we will effect socioeconomic
developmentforourcustomers,employees,shareholders,associatesandpartners.
Ourcustomerswillnotjustgetwhattheyneed,butalsogetthemwhere,howand
whentheyneed.
Wewillnotjustpostsatisfactoryresults,wewillcreatesuccessstories.
WewillnotjustoperateefficientlyintheIndianeconomy,wewillevolveit.
Wewillnotjustspottrends,wewillsettrendsbymarryingourunderstandingof
theIndianconsumertotheirneedsoftomorrow.
Itisthisunderstandingthathashelpedussucceed.Anditisthisthatwillhelpus
succeedinthefuture.Weshallkeeprelearning.
Andinthisprocess,dojustonething.

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RewriteRules,retainValues

Vision
FutureGroupshalldeliverEverything,Everywhere,EverytimeforEveryIndian
consumerinthemostprofitablemanner.

Mission
1. Wesharethevisionandbeliefthatourcustomersandstakeholdersshallbe
served only by creating and executing future scenarios in the consumption
spaceleadingtoeconomicdevelopment.
2. We will be the trendsetters in evolving delivery formats, creating retail
realty,makingconsumptionaffordableforallcustomersegmentforclasses
andformasses.
3. WeshallinfuseIndianbrandwithconfidenceandrenewedambition.
4. Weshallbeefficient,costconsciousandcommittedtoqualityinwhatever
wedo.
5. We shall ensure that our positive attitude, sincerity, humility and united
determinationshallbethedrivingforcetomakeussuccessful.

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CoreValues
Indianness:confidenceinourselves.
Leadership:tobealeader,bothinthoughtandbusiness.
Respect & Humility: to respect every individual and be humble in our
conduct.
Introspection:Leadingtopurposefulthinking.
Openness: to be open and respective to new ideas, knowledge and
information.
Valuingandnurturingrelationship:tobuildlongtermrelationships.
Simplicity & positivity: Simplicity and positivity in our thought, business
andaction.
Adaptability:tobeFlexibleandadaptable,tomeetchallenges.

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BoardofDirectors
Mr.KishoreBiyani,ManagingDirector
KishoreBiyaniistheManagingDirectorofPantaloonRetail(India)Limitedand
theGroupChiefExecutiveOfficerofFutureGroup.

Mr.GopikishanBiyani,WholetimeDirector
GopikishanBiyani,isacommercegraduateandhasmorethantwentyyearsof
experienceinthetextilebusiness.

Mr.RakeshBiyani,WholetimeDirector
Rakesh Biyani, is a commerce graduate and has been actively involved in
category management retail stores operations, IT and exports. He has been
instrumentalintheimplementationofthevariousnewretailformats.

Mr.VijayBiyani,WholetimeDirector
Vijay Biyani has more than twenty years of experience in manufacturing,
textiles and retail industry and has been actively involved in the financial,
auditandcorporategovernancerelatedissueswithinthecompany.

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Mr.VijayKumarChopra,IndependentDirector
V.K.Chopra is a fellow member of The Institute of Chartered Accountants of
India (ICAI) by profession and is a Certified Associate of Indian Institute of
Bankers (CAIIB). His banking career spans over 31 years and he has served
senior management positions in Central Bank of India, Oriental Bank of
Commerce,SIDBI,CorporationBankandSEBI.

Mr.ShaileshHaribhakti,IndependentDirector
Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a
CertifiedInternalAuditor.HeistheDeputyManagingPartnerofHaribhakti&
Co.,CharteredAccountantsandpastpresidentofIndianmerchantChambers.He
is on the Board of several Public Limited Companies, including Indian
PetrochemicalsCorporationLtd.,AmbujaCementEasternLtd.etc.Heisonthe
BoardofCompanysinceJune1,1999.

Mr.SDoreswamy,IndependentDirector
S.Doreswamy,isaformerChairmanandManagingDirectorofCentralBankof
India and serves on the board of DSP Merrill Lynch Trustee Co and Ceat
Limitedamongothers.

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Dr.DOKoshy,IndependentDirector
Dr.DarlieKoshy,aPhDfromIITDelhiandrankholderinMBAheadedNID
(MinistryofCommerce,GOI)asDirectorfor2termsofofficepriortowhichhe
wasthefoundingChairpersonofFashionManagementattheNationalInstitute
ofFashionTechnology(MinistryofTextiles,GOI).HeiscurrentlytheDirector
General&CEOofATDCNetworkof58Institutes/Centresandtwopremier
campuses of Institute of Apparel Management under the aegis of AEPC
(Sponsored by Ministry of Textiles, GOI). Dr. Koshy received the Delhi IIT
Alumni Award for contribution of National Development in 2008. Dr. Darlie
KoshywasalsoconferredwiththeStarofItalianSolidarityoneofthehighest
civilian awards of the Government of Italy. Dr. Koshy is the author of three
pioneeringbooksincludingthemuchacclaimedIndianDesignEdge.

Ms.BalaDeshpande,IndependentDirector
BalaDeshpande,isIndependentDirector,PantaloonRetail(India)Ltd.andalso
serves on the boards of Deccan Aviation, Nagarjuna Construction, Welspun
IndiaandIndusLeagueClothingLtd,amongothers.

Mr.AnilHarish,IndependentDirector
AnilHarish,isthepartnerofDMHarish&Co.Associates&
SolicitorsandanLLMfromUniversityofMiami.Healsoserves
ontheboardofMahindraGesco,Unitech,IndusIndBankand
HindujaTMT,amongothers.

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CompanyTimeline:

MajorMilestones
1987

Company incorporated as Manz Wear Private Limited.

Launch of Pantaloons trouser, Indias first formal trouser
brand.

1991

LaunchofBARE,theIndianjeansbrand.

1992

Initialpublicoffer(IPO)wasmadeinthemonthofMay.

1994

The Pantaloon Shoppe exclusive menswear store in

franchiseeformatlaunchedacrossthenation.Thecompany
starts the distribution of branded garments through multi
brandretailoutletsacrossthenation.

1995

JohnMillerFormalshirtbrandlaunched.

1997

Company enters modern retail with the launch of the first

8000squarefeetstore,PantaloonsinKolkata.

2001

ThreeBigBazaarstoreslaunchedwithinaspanof22days
inKolkata,BangaloreandHyderabad.

2002

FoodBazaar,thesupermarketchainislaunched.

2004

Central Indias first seamless mall is launched in

Bangalore.

2005

Group moves beyond retail, acquires stakes in Galaxy

Entertainment,IndusLeagueClothingandPlanetRetail.
Sets up Indias first real estate investment fund Kshitij to
buildachainofshoppingmalls.

2006

Future Capital Holdings, the companys financial is

formed to manage over $1.5 billion in real estate, private
equity and retail infrastructure funds. Plans forays into
retailingofconsumerfinanceproducts.
HomeTown,ahomebuildingandimprovementproducts
retail chain is launched along with consumer durables

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format,Ezoneandfurniturechain,FurnitureBazaar.
Future Group enters into joint venture agreements to
launch insurance products with Italian insurance major,
Generali.
Forms joint ventures with US office stationery retailer,
Staples.
2007

FutureGroupcrosses$1billionturnovermark.
Specialised companies in retail media, logistics, IPR and
brand development and retailled technology services
becomeoperational.
PantaloonRetailwinstheInternationalRetaileroftheYear
atUSbasedNationalRetailFederationconventioninNew
York and Emerging Retailer of the Year award at the
WorldRetailCongressheldinBarcelona.
Futurebazaar.com becomes Indias most popular shopping
portal.

2008

Future Capital Holdings becomes the second group

company to make a successful Initial Public Offering in
theIndiancapitalmarkets.
BigBazaarcrossesthe100storemark,markingoneofthe
fastest ever expansion of a hypermarket format anywhere
intheworld.
Total operational retail space crosses 10 million square
feetmark.
FutureGroupacquiresruralretailchain,Aadharpresentin
65rurallocations.

26

Awardsandrecognigation
2009
CNBCAwaazConsumerAwards2009

MostPreferredMultiProductChainBigBazaar

MostPreferredMultiBrandFood&BeverageChainBigBazaar

ImagesFashionForum2009

MostAdmiredFashionGroupOfTheYearFutureGroup

MostAdmiredPrivateLabelPantaloons,thelifestyleformat

CriticsChoiceForPioneeringEffortInRetailConcept
CreationCentral

CocaColaGoldenSpoonAwards2009

MostAdmiredFood&GroceryRetailerOfTheYear

MostAdmiredFoodCourt

MostAdmiredFoodProfessional

2008
IndianRetailForumAwards2008

MostAdmiredRetailCompanyoftheyearFutureGroup

RetailFaceoftheYearKishoreBiyani

BestRetailerOfTheYear(Hypermarket)BigBazaar

FutureGroupwasawardedtheMostAdmiredRetailCompanyoftheyearbythe
IndianRetailForumataglitteringceremonyorganisedinMumbai.MrKishore
BiyanialsowonRetailFaceoftheYear.

27

India Retail Forum (IRF) is a platform for intellectual insights and information
exchange for the retail business in the Indian subcontinent. The forum presents
thebusinessofretailintheregiontoaglobalaudience,withtheexpressaimof
facilitating understanding about and encouraging investment in this massive
marketplace.
Big Bazaar, the value format of Future Group bagged the Best Retailer Of The
Year(Hypermarket).

TheINDIASTARAward2008

FoodBazaar:BestPackagingInnovation

Food Bazaar bagged the INDIASTAR Award for Best Packaging Innovation in
India,foritsprivatelabelbrandFreshAndPureChakkiAtta.
INDIASTAR Award is a biennial event which aims to promote and encourage
excellence in packaging design, innovation and technology. The contest was
establishedin1972andisconsideredasthemostpopularandpremiereventfor
Indias packaging fraternity. This year there were around 357 entries and the
participantshadtosubmitasampleoftheirdesignsforselection.
With this award, Pantaloon Retail (India) Limited becomes the first Indian
RetailertowintheprestigiousINDIASTARAward.
RetailAsiaPacific500TopAwards2008

GoldWinnerTopRetailer2008AsiaPacific

RetailAsiaPublishingPte,theinstitutoroftheseawards,aimstosetaplatform
that appraise, raises and recognizes the development and growth of retailing
throughouttheAsiaPacificregion.

28

CocaColaGoldenSpoonAwards2008

MostAdmiredFood&GroceryRetailVisionaryoftheYear:KishoreBiyani

Most Admired Food & Grocery Retailer of the Year Supermarkets: Food
Bazaar

Most Admired Food & Grocery Retailer of the Year Hypermarkets: Big
Bazaar

MostAdmiredRetaileroftheYearDynamicGrowthinNetworkExpansion
acrossFood,Beverages&Grocery:FutureGroup

Most Admired Food & Grocery Retailer of the Year Consumer's Choice:
BigBazaar

TheCocaColaGoldenSpoonAwards2008,weregivenawayforthefirsttimeas
aculminationoftheFoodForumIndia2008atwodayconvention,whichsaw
the participation of leading brands, retailers & retail support organizations from
acrosstheglobe.Theawardswerepresentedtohonourenterprise,innovationand
achievementinthefoodretailingbusinessasabenchmarkofexcellence.

TheReid&TaylorAwardsForRetailExcellence2008

RetailLeadershipAward:KishoreBiyani

RetailBestEmployeroftheYear:FutureGroup

RetailerofTheYear:HomeProductsandOfficeImprovements:HomeTown

TheReid&TaylorAwardsforRetailExcellenceareanimportantfeatureofthe
Asia Retail Congress, Asias single most important global platform to promote
worldclassretailpractices.Theseawardsareaimedathonouringthebest,inthe
AsianRetailscenario.IndiaplayedhosttoAsiaRetailCongress2008.

2007

29

ImagesRetailAwards
MostAdmiredRetailFaceoftheYear:KishoreBiyani
Mostadmiredretaileroftheyear:Largeformat,multiproductstore:BigBazaar
Mostadmiredretaileroftheyear:FoodandGrocery:FoodBazaar
Mostadmiredretaileroftheyear:Home&officeimprovement:HomeTown
MostadmiredRetailCompanyoftheyear:PantaloonRetail(India)Ltd.

ImagesRetailForumfollowedstrictinternationalbenchmarksindecidingthe
tophonoursforImagesRetailAwards07,withIRISasknowledgepartner
andglobalconsultingfirmATKearneyastheProcessApprover.

NationalRetailFederationAwards
InternationalRetailerfortheYear2007PantaloonRetail(India)Ltd

TheNationalRetailFederationistheworldslargestretailtradeassociation
withover1.4millionmembersintheUSandacrosstheworld.Someofthe
pastwinnersoftheawardincludeMetroAG(Germany),Carrefour(France),
Zara(Spain),Boticario(Brazil)andItoYokado(Japan).Theawardwas
presentedattheRetailsBigShowheldinJanuary2007inNewYork.

WorldRetailCongressAwards
EmergingMarketRetaileroftheYear2007PantaloonRetail(India)Ltd

TheinauguralWorldRetailCongressheldinBarcelona,SpaininMarch2007
attractedoveronethousandretailprofessionalsfromoversixtycountries.The
awardsweredecidedbyamultinationalGrandJury.Winnersinother
categoriesincludedInditex,MallofEmirates,Marks&SpencerandIKEA.

HewittBestEmployers2007
BestEmployersinIndia(Rank14th)PantaloonRetail(India)Ltd

30

Leadinghumanresourcesconsultancy,HewittAssociatesconductsanannual
surveyofthebestemployersinIndia,aspartofitsglobalinitiative.Itis
basedonCEOinterview,PeoplePracticesInventoryandEmployeeOpinion
Surveys.PantaloonRetailbecametheonlyretailertofeatureamongthe
twentyfivebestemployersinIndia.

PCWorldIndianWebsiteAwards
BestIndianWebsiteInTheShoppingCategoryFuturebazaar.com

PCWorld,aleadingconsumertechnologymagazineselectedthebestIndian
websitesinvariouscategoriesbasedonuseoftechnologyfordelivering
solutions,informationbeingpresentedinanintuitiveandconcisemannerand
overallexperienceaidedbydesign.

ReadersDigestTrustedBrandsPlatinumAwards
TrustedBrandsPlatinumAward(SupermarketCategory)BigBazaar

TheReadersDigestawardsarebasedonsurveysdoneamongconsumersby
independentresearchagency,NielsenMediaResearch.Thisisthesecond
consecutivetimeBigBazaarhaswonthisaward.
2006

RetailAsiaPacificTop500Awards
AsiaPacificBestoftheBestRetailersPantaloonRetail(India)Ltd
BestRetailerinIndiaPantaloonRetail(India)Ltd

TheRetailAsiapublicationinassociationwithEuroMonitorandKPMG
honoursthebestretailersin14countriesacrosstheAsiaPacificregion.The
awardswerepresentedinSingaporeinOctober,2006.

AsiamoneyAwards
BestManagedCompanyinIndia(Midcap)Pantaloonretail(India)Ltd.

TheAsiamoneypublicationconductsapollamongfundmanagesand
31

investorsanddoesaquantitativeanalysisoffinancialperformancetoselect
bestmanagedcompaniesinAsiancountries.
Ernst&YoungEntrepreneuroftheYearAward
Ernst&YoungEntrepreneuroftheYear(Services)KishoreBiyani

ConsideredtobeoneofthemostprestigiousbusinessawardsinIndia,ajury
comprisingleadingnamesinIndianbusinessselectedthewinnersbasedon
courage,creativity,passion,enduranceandvision.

CNBCIndianBusinessLeadersAwards
TheFirstGenerationEntrepreneuroftheYearKishoreBiyani

OrganizedbyCNBCTV18,thetwelveawardeesinvariouscategoriesare
decidedbyahighprofilejury,alongwithresearchpartnersTheUniversity
ofChicagoGraduateSchoolofBusiness,DevelopmentDimensions
International(DDI)andACNeilsonORGMARG.

LakshmipatSinghaniaIIMLucknowNationalLeadershipAwards

YoungBusinessLeaderKishoreBiyani

Theawardrecognizesandhonorsindividualswhohavecontributed
consistentlytothebettermentofourcountrythroughtheirpursuitofexcellence.
TheawardswerepresentedinNewDelhibythePrimeMinisterDr.Manmohan
SinghinDecember,2006.

ImagesRetailAwards
BestValueRetailStoreBigBazaar
BestRetailDestinationBigBazaar
32

BestFood&GroceryStoreFoodBazaar
RetailFaceoftheYearKishoreBiyani

TheImagesRetailAwardsaredecidedthroughanationwideconsumer&
industrypollandnominationsfollowedbyperformanceassessmentbyteam
ofanalystsandjury.

ReadersDigestAwards
PlatinumTrustedBrandAwardBigBazaar

TheReadersDigestawardsarebasedonsurveysdoneamongconsumersby
independentresearchagency,NielsenMediaResearch.

CNBCAwaazConsumerAwards
MostPreferredLargeFood&GrocerySupermarketBigBazaar

ConductedinassociationwithACNielsenORGMargacross21majorcities,
nearly10,000consumerswereaskedtochoosetheirmostpreferredbrands.

Reid&TaylorAwardsforRetailExcellence
RetailEntrepreneuroftheYearKishoreBiyani

2005

ImagesRetailAwards2005

PRILMostAdmiredRetaileroftheYear

FoodBazaarRetaileroftheYear(FoodandGrocery)

BigBazaarRetaileroftheYear(ValueRetailing)

CentralRetailLaunchoftheYear

VotedbyBusinessTodaymagazineasoneofthe

Top20CompaniesinIndiatowatchin2005

Indiasmostinvestorfriendlycompaniesinthetop75

IndiasBiggestwealthcreatorsinthetop100

DAKSLondon
33

PRILBrandBuilderoftheYear

2004

ImagesRetailAwards2004

PRILMostAdmiredRetaileroftheYear

FoodBazaarRetaileroftheYear(FoodandGrocery)

BigBazaarRetaileroftheYear(ValueRetailing)

CentralRetailLaunchoftheYear

Reid&TaylorandDLFAwards

PRILRetaileroftheyear

2003
IndianExpressAward

PRILMarketingExcellenceandExcellenceinBrandBuilding

InduslandBank(IndiaBrandSummit)

PRILExcellenceinBrandBuilding

Companiesoffuturegroup
FutureRetail(India)Limited
HomeSolutionsRetailIndiaLimited

34

 FutureBrandsLimited
FutureMedia(India)Limited
FutureSupplyChainSolutionsLimited
ConvergemCommunication(India)Limited
PantaloonFoodProduct(India)Limited
FutureKnowledgeServicesLimited
FutureCapitalHoldingsLimited
FutureGeneraliIndiaInsuranceCompanyLimited
FutureGeneraliIndiaLifeInsuranceCompanyLimited
FuturebazaarIndiaLimited
WinnerSportsPrivateLimited
StaplesFutureOfficeProductsPrivateLimited
TalwalkarsPantaloonFitnessPrivateLimited
ConvergeM
IndusLeagueClothing
GalaxyEntertainmentCorporationLtd
FutureConsumerProductsLimited
FutureVenturesIndiaLimited
FootMartRetail.

FutureBrands
The Future Group has built a strong portfolio of some of the fastest growing
consumer brands in India. This activity is led through Future Brands India

35

Limited, a specialized subsidiary company that was set up to create and build
powerfulbrandsthataddresstheaspirationsofthenewIndianconsumer.
Some of the key brands in this portfolio include, John Miller, Lombard, Bare,
DJ&C,BuffaloandRIGinthefashionandapparelspace.Dreamline,presentin
the home segment, offers a wide range of products in kitchenware, bed & bath
linen,andHomeDcorcategories.
In the food and home care segment brands include Tasty Treat, Premium
Harvest,Fresh&Pure,CareMateandCleanMate.
Inconsumerdurablesandelectronicsspace,thegroupsbrandsincludeKoryoand
Sensei.

LineofBusiness
The company is present across several lines of business which have various
formats(stores)lywood,TheDollerstore(JV).

36

 Fashion Pantaloons, Central, All, Brand Factory, Blue Sky, Top 10,
FashionStation,BigBazaar,LeeCooper(JV).
General Merchandise Big Bazaar, Shoe Factory, Navras, Electronics
Bazaar,FurnitureBazaar,KBsFairPrice.
ElectronicseZone,Staples(JV).
HomeimprovementHomeTown
FurnitureCollectionI,FurnitureBazaar,HomeBazaar.
Etailling(OnlineShopping).
Books&EntertainmentBowlingCo.,F123.
WellnessStar&Sitara,Tulsi.
Telecom&ITGenM,Mbazaar,MPort,ConvergeM.
ConsumerDurablesKoryo,Sensei.
ServiceECare.
MallsTGIP,CentralGurgaon.

BigBazaarIndiasRealRetailStory

37

BigBazaar,theflagshipretailchainoftheFutureGroup,isonthevergeof
achieving a unique milestone in the History of World retail by being the first
hypermarket format in the globe to rollout fastest 101 stores in a short span of
sevenyears.
BigbazaarsjourneybeganinOctober2001,whentheyoungfirstgeneration
entrepreneurKishoreBiyaniopenedThecountrysfirsthypermarketretailoutletin
kolkatta[ThenCalcutta].Inthesamemonth,Twomorestoreswereaddedone
eachinHyderabadandMumbai,thusstartingonasuccessfulsojournwhichbegan
thechapteroforganizedretailinginIndia.

Speaking on this momentous occasion and remembering the days of

conceptualizing the hypermarket idea Mr. Kishore Biyani said, We initially
decided to name the format as Bazaar because we had designed the store
keepingtheIndianmandistyleinmind.sincethesizeofthehypermarketwasbig
thananaveragemandi,thethoughtcametonameitasBigBazaar.however
we had freezed on the punch line Is Se Sasta Aur Accha kahin Nahi much
beforewemetthecreativeagencytodesignthefinallogoofBigBazaar.
Though,BigBazaarwasstartedpurelyasafashionformatincludingapparel
cosmetics,accessoryandmerchandise,theFirstfoodbazaarformatwasaddedas
shopInshopwithinBigbazaarintheyear2002.today,BigBazaar,withitswide
range of products and service offering, reflects the aspirations of millions of
Indians.
ThejourneyofBigBazaarcanbedividedintotwophasesonepreandthe
otherpostJanuary26th,2005whenthecompanyrewrotetheretailchapterinIndia,
withtheintroductionofaneverbeforesalescampaignSasbeSastaDinInjust
oneday,almostthewholeofIndiadescendedatvariousBigBazaarstoresInthe
countrytoshopattheirfavoriteshoppingdestination.
Further,whatfollowedwasthetimeandagainrewritingoftheIndianRetail
experience wherein understanding of the Indian consumers reflected in the
products and services offered, creating innovative deals, expanding in the tier II
andtierIIItowns,tyingupwithbrandedmerchandisetoofferexclusiveproducts
andservicestoitscustomers.
38


BigBazaarispresenttodayin59citiesandoccupyingover5millionsq.ft.
retail space and driving over 110 million footfalls into its stores. The format is
expecting the number of footfall in the stores to increase by over 140 million by
thisfinancialyear.Overtheyears,Mr.Biyaniforhisvisionandleadership,and
Big Bazaar for its unique proposition to its customers, have received every
prestigiousconsumerawardsbothnationallyandinternationally.

SaysRajanMalhotra,President,Strategy&Convergence,BigBazaar,whatis
importantinourjourneyisnotthenumberofstores,butthecustomersfaithinus.
ItstheIndiaandtheIndians,whichhavehelpedus,reachthisfeatinsuchashort
timespanandtodayourcountryiscreatingahistoryinthewordorganizedretail.
Rajan Malhotra, who is also the first employee of Big Bazaar, joining the
organizationinearly2001adds,Sincebeginning,wehavekeptBigBazaarasa
soft brand, which reflects the India and the Indianness. We believed in growing
with the society, participating and celebrating all regional and local community
festivals,givingcustomerspreferencesaboveeverythingelse.
EveryBigBazaarisasmallfamilybyitsownandtheheadofthefamily
Kartaisthestoremanager.KishoreBiyani,theCEOoftheFutureGroup,hasa
vastunderstandingoftheconsumersinsight,hasinculcatedthehabitofobserving,
understandingcustomers,ineveryemployeeofthegroup.
FutureGroupisconfidentoftheIndianRetailStory.Thegrouphasnotslowed
down its expansion plans depite the fiscal woes in the economy present today.
Future Group plans to have 300 stores and is expecting revenues of Rs 13,000
crorebyyear2011.

AboutBigBazaar
Type:Hypermarkettype

39

Founded:2001

Industry:Retail
Product:Departmentstore
MD&CEO:Mr.KishoreBiyani
Parent:FutureGroup
Website:www.bigbazaar.com

BigBazaarisachainofhypermarketsinIndia,withmorethan100storesin
operations.ItisasubsidiaryofPantaloonRetailIndiaLtd,FutureGroup,offersa
wide range of products including clothing, footwear, electronic appliances,
groceriesandkitchenutensils.YoucanalsobuybrandedstufffromReebok,Nike
and Puma here. It caters to every need of your family. Where Big Bazaar scores
overotherstoresisitsvalueformoneypropositionfortheIndiancustomers.
ThewordhypermarketisderivedfromtheFrenchwordhypermarche,whichisa
combinationofasupermarketanddepartmentstore.
Thestoresoccupyanareawhichrangesfromanywherebetween80000to220000
sq.ft.andofferavarietyoffoodproductslikeclothes,jewellery,hardware,sports
equipment,books,CDs,DVDs,TVs,electricalequipmentandcomputersetc.

Hypermarketsaretodaysynonymouswithonestopshopping.Thecheapest
priceswillnormallybefoundinthesestores.Acrossthreworld,hypermarketsare
usuallypartofaretailpark,alongwithothershops,cafeteriasandrestaurants.A
keyelementofdifferentiationbetweenthehypermarketandtheotherretailformats
isthattheytypicallyhavedestinationlocations.Thehypermarketsaredesignedto
attractcustomersfromasignificantlylargeareawiththeirlowpriceoffers,unique
40

range and offers. It is the largest form of organized retailing today. It is an ideal
shoppingexperiencewithanamalgamationofproduct,serviceandentertainment
allunderofacommonroof.
The company has been able to leverage on its multiformatsmultibrand stores,
secureprimelocationsatthebestpossiblepricesandcommandastrongbargaining
powerwithsuppliers,whichprovideitanedgeoveritscompetitors.
CustomerscomeinBigBazaarforpurchasing,entertainmentandpacinghereand
there.
ItgivesmanyfacilitytothecustomerslikeHelpline,BaggageCounter,Parking,
Exchangeetc.bigBazaartryingtoprovidecustomerwith3Vs
Value
Variety
Volume
BigBazaarhasdifferentcategoriessuchas
FoodBazaar
Apparels
General Merchandise: At Big Bazaar, you will definitely get the best
products at the best prices thats what it guarantees. With the ever
increasingarrayofprivatelabels,ithasopenedthedoorsintotheworldof
fashion and general merchandise including home gurnishings, utensils,
crockery, cutlery, sports goods and much more at prices that surprise us.
Herewetalkaboutthedepartmentstores,becauseBigBazaarbasedonthe
departments.

DepartmentStores:
Carry broad variety and deep assortment organized into separate deparment for
displayingmerchandise,
Majordepartmentsincludes:

41

Utensils
Plastics
Homedcor
Luggage
Toys
Footwearetc.

Chainsareverydiverseandappealtodifferentmarkets.Theyareuniqueinterms
of the shopping experience they offer, the services they provide and the
atmosphereofthestore.Theyarepromotionoriented.Theyincreasecompetition
withdiscountandspecialtystorescreatingproblems.

StoreOrganization:
Store
Manager
42

Assistant
StoreManager

Chapter4
FashionDepartmentatBigBazaar
MarketingStrategiesofBigBazaar:

AtthetimeofthelaunchofBigBazaarinUdaipurlastyear,therewasnoreal
precedent in the Indian Market. A western model had to be adapted to suits the

43

needsoftheIndianenvironment.Variouslocalmarketswerestudiedtounderstand
theproductmixandthepricesoffered.
Savings is to the key to the Indian middle class consumers. The store that
wouldbelaunchedhadtooffervaluetotheconsumers.Keepingthisinmindthe
conceptofBigBazaarwascreated.
InIndia,whenacustomerneedssomethingforhome,atypicalthoughtisto
seek it from bazaar where a complete range of products is available to the
consumers. As the store offers a large mix of products at a discounted price, the
nameBigBazaarwasfinalized.Theideawastorecreateacompletebazaar,witha
largeproductofferingandtoofferagooddepthandwidthintermsofrange.
PricewasthebasicvaluepropositionatBigBazaar.TheBigBazaaroutlets
sold a variety of products at prices which were 5 to 60% lower than the market
price. The line Is Se Sasta Aur Accha Kahin Nahi emphasized this. The key
questionfacedbythemanagementwaswhetherthelowmarginsontheproducts
would allow the company to sustain growth. With the aim of answer in order to
allowthecompanydecidesontherightlocations.

Thekeylearningwhichcameoutofthisexercisewasthatforalargestorelike
BigBazaar,alargecatchmentsareawasneeded.Themanagementdecidedtostick
totheexistingmarketplaceswithinthecityasthewesternmodelofhypermarkets,
wherethestorewaslocatedinlargeareaonthemidofthecitywouldalsoreally
work in India. The cost of time spent on travels and the cost of petrol in India
would really become a plus point for the customers. Some of the key marketing
strategiesandpromotionalactivitiesthataresuccessfullyemployedbyBigBazaar
are:

DiscountSelling

44

BigBazaarsellsallitsproductsatamuchcheaperpriceascomparedtothelocal
markets.Therangeofdiscountsrangesfrom5to60%.Althoughthestoresellsthe
products at a cheaper rates it does not compromises with the qualities of the
products.

HugeNo.ofBrands

Big Bazaar maintains a huge number of brands under its dispose which give the
customersthelibertyofbuyingtheproductoftheirfavoritebrand.Thishelpsthe
customersastheydontgolookingoutforaproductofaparticularbrand.

LargeProductLine
Big Bazaar also stocks a large product line of a single brand or multiple brands
whichgivethecustomersthechoicetoselectthemostappropriateproductoutof
manyavailableatthemosteconomicalprices.

FrequentPromotionalActivities
Frequent promotional programs like Wednesday Haftey Ka Sabse Sasta Din,
Fashion Shows, Monthly Bachat, Price Challenge, etc. were conducted in
storeinwhichthecustomerswereprovidedspecialdiscounts,offersinadditionto
the normal discounts and offers of the store. The main purpose of this sort of
activitiesistogenerateinthedulldaysoftheweekorofthemonth.

LearningProcessforSummerTrainingatBigBazaar
ThefollowinglearningprocessforsummertrainingatBigBazaarofUdaipur
city was given to me. According to this learning process, I had to undertake my
summertraininginBigBazaar.Thelearningprocessisgivenbelowinbrief:

Merchandising
Thisincludes

45

Inward,
Display,
Replenishing(FIFO),
OfferUpdating,
TopSellingSKUs,
BottomLineSKUs,
LiquidationProcess,
DefectiveGoodsHandling(DADDamage&Defective),
Margins,
Buying,
Outward,
Stocktake.

CustomerService
Ithas
CSD(CustomerServiceDesk)Operations,
CustomerMovement,
CustomerTouchPoint,
AfterSaleServices,
HomeDelivery,
AlterationandCustomerGrievanceHandling.

VisualMerchandising
IthasSignages,
DetailsofMaterials,
VMFrames,
ShelfTalkers,
FocalPiont/HotSpots,
ExecutionofPromotions,
CommunicationofOffers,
DirectionalSignagesintheStore,
WindowDisplay.

46

CashDepartment

ItworksonCashTillOperations,
BillingProcess,
HandlingCash,
TallyingCash,
AllocationofTillwiseCashiers,
DepositingofCashinBank,
Shortage/ExcessCashTreatment,
AllModesofPayments,
CheckingofCurrencyNote,
ForeignExchange,
CashFloatofCashier,
GrabProcess,
CurrencyHandling&System.

InformationTechnology

REMKnowledge,
SAPKnowledge,
SystemGeneratedReport,
StockAdjustment,
SchemeUpdation,
HardwareKnowledge,
DayClosingActivity.

HumanResources

PERK,
Sanjeevani,
FunJone,
Atithee,
EmployeeoftheMonth,
HRPolicies,
Prerna,
StaffIn/OutManagement,
SturdayMeeting,
PayrollProcess,
SkipMeeting.
47

Operations

EntireSOP,
OpeningofStores,
H.K.ActivitiesthroughouttheDay,
SecurityActivities,
H.K.positioning,
SecurityPositioning,
Discipline&AttireCheckofSecurity&H.K.,
ParkingManagement,
Trolleymanagement,
ScrapDisposalprocess,
WasteManagement,
DailyCheckPoints,
FixedAssetKnowledge,
AMCsChecklistofFireSafetyEquipments,
A/Cs,Electricals,Lifts,Invertors,Chakkis,
DGs,LPCProcess&TeamManagement.

AnalysisStudy

StockCover,
DSRStudy,AgeAnalysis,
StockTurns,SalesMix,SalesTrend,
MarginAnalysis,PerSq.Ft.ReturnAnalysis,
TicketSize,Conversion,
ReturnonCapitalEmployed/WorkingCapitalAnalysis.

FASHIONDEPARTMENT@BIGBAZAAR,UDAIPUR
Introduction
Fashion department is a Line of Business (LOB) at Big Bazaar, Udaipur.
Location of Fashion department is situated on 3 floor of the store. Fashion
department has large range of Product mix. It has collection of huge brands.
Fashion department plays an important role in Big Bazaar, Udaipur as it attracts

48

the customers to visit the store. Everyday, it also contributes almost 25% sale of
theentirestore.

FASHIONATBIGBAZAAR
Fashion
Fashionistrendtochangethatwhateverhappeninsomeperiod
ItcomeInallthreemonthwiththenewproductandwiththemodificationof
oldproduct.
Itchangesimultaneouslywiththeseason.

Fashion@bazaar
AtBigBazaarfashionincludeallapparels
FashionisaveryimportantLOBforbigbazaar
BigBazaargethighestmarginbyfashiondepartment
TheaveragecontributionoffashioninUdaipurBigBazaaris23%
Thetargetcontributionoffashionsubdepartmentinfashionare
Menswear50%,Ladieswear30%Kidswear20%
WePROMISEthatfromtodaywewillstartsellingFASHION
&notjustapparel&takeBIGBAZAARtothenextlevelbyselling
more&morefashion.
Karkedikhanahai

ProcessofFashion
Warehouse(Receiving)
Subdepartment
Tagging
Onfloor
Staking(MPM)

49

SubdepartmentofFashion

Menswear
Ladieswear
Kidswear
HomeLinen

MensWear
Sectionofmenswear
Men'sCasual
Men'sFabric
Men'sFormal
Men'sOccasionWear
Suit&Blazer
Men'sAccessories
Mensnightwear

Menswear

Brandsofproducts
50

 AFL
Knighthood
JohnMiller
DJ&C
FamousBasics
Signature
Shatranj
VIP

LadiesWear
Sectionofladieswear

LadiesEthanic
LadiesWestern
Saree&DressMaterial
LadiesAccessories
Ladiesnightwear

BrandsofMerchandises
Sharisty
DJ&C
SHAYLA

51

KidsWear
Sectioninkidswear
ChildrenWear
KidsAccessories

BrandsofMerchandises
PINK&Blue
PowerRanger

ABPV/SAchievementWeek1To5
SubDept

ABP

Achieveme
nt

Ach%

Men'sCasual

11.45

9.03

79%

Men'sFabric

0.12

0.06

50%

Men'sFormal

52
2.66

4.10

154%

Men'sOccasionWear

0.6

0.82

137%


Taggingpattern
Thereisthreetypeoftags
SoftTag
HardTag
StringTag
TypesofTag

StringTags

Thesetagsarethehardplastictagsorcouldbepapersandwich
tagswithanondeactivablesofttagplacedinside.
Thesetagsarereusablelikethehardtags

53

 Useonlythenondeactivatingsofttags
UsedonallitemsbelowRs.400invalueandhavebeen
developedasanalternativetohardtags.
Thetagsareattachedtotheitemusingahardnylonfastener.
Tocheckifthetagsareworking,simplyplacethemon
thedeactivatingpad.Ifthetagdoesnotbeepstopuseofthetag.
HardTags

HasgottwospecificpartsThepinandthetag.
UsedforapparelsaboveRs.400andincertaincategoriesonallthe
items.
TagswillringonlyifthepinisinsertedproperlyNeverusebent,
damagedorrustypinswhiletagging.
Thepinscanberemovedonlyusingadetacher,thuscareshould
be

54

SoftTags

Softtagsaretheflatpapertags.
Mustalwaysbeusedonflatcleansurfaces.
Atagmustbebent,donotbendanyofthepinkareaofthecircuit.bend1
cmononesideonly&nomorethan90degrees.
Theyshouldnotbeusedongarments,astheywillleaveastain.
Thesetagsshouldnotbeputonmetalorfoilproductsunlessthereisatleast
1cmspacebetweenthesecuritytagandtheproduct,orelsetheywontwork.
Thesetagsgetdeactivatedonthedeactivationpad.

55

ImportanceofmpmInfashion

MPM(merchandisepresentationmanual)
mpmisrelatedtothevisualmerchandise.
Whatisvisualmerchandising?
merchandise is briefly defied as presentation of a store as
merchandise in the way that will attract the attention of potential to the
customerandmotivatethemtomakepurchase.

Advantageofmpm
Arrangedmerchandiseproperly
Easytofind
Easytopick
Easytobuy
toputbestforwardthemerchandisehighlightItermsofcolour
,quality

56

 WhocanwemakeeffectivempmProductshouldbetaggedfrom
manufacturinghouse.
Focuslightshouldbeotheflor.
AvailabilityofPropermannequinsForalltheproduct.
Hygienicproductshouldbepacked.
Stockshouldbeproperlydisplayed.

BirthdayCelebrationsatBigBazaar
16th25thJuly
BigBazaarStorelocatedintheheartofUdaipurcityhadcompleteditsthird
yearsinceopeninginthecityinthemonthofJuly2010.Keepinginminditsthird
anniversary,thestorewascelebratingitwiththecustomersintheformofBirthday
Celebrations.Thestorecelebrateditfortendaysfrom16thJulyto25thJuly2010.
The slogan for the birthday celebrations was Khushiyon Ke Din Khushiyon Ke
Upahaar.
BigBazaarwascelebratingits3thBirthdayfrom16thto25thJuly.Thetheme
forthiscelebrationwascomecelebratewithus,getfabulousgifts,bumperprizes,
andenjoyloadsofexcitingactivitiesinstore.
ContinuingitseffortstoprovidethebestshoppingdealsandsavingstoIndian
consumer, Big Bazaar was all set to celebrate this Birthday Anniversary with its
Customers. It was truly memorable eith rock bottom prices, best possible
discounts, mega offers and lucky draw also. Apart from the flagship Big Bazaar
and its Food Bazaar, other departments like FurnitureBazaar, Electronic Bazaar,
Depot, General Merchandise, and Fashion Department were also the part of this
celebration.

57

Fromdailyhouseholdneedsoffoodandgrocerytoapparels,footwear,toys,
luggage, kitchenware, home decor, furniture and electronics Birthday
Celebrations had an exciting array of attractive offers, deals and discounts,
ensuringsomethingforeveryoneinthefamily,toshopfor,andamaximumvalue
formoneyforallcustomers.Withthisnewshoppingconcept,BigBazaartouches
theheartofitscustomersandalsomaintainsthecompanycustomerrelationship.

DuringtheBirthdayCelebrations,thefollowingwerethemainoffersintheFood
Bazaar:

SpaceMixandSpaceManagement

SpaceMix
Fortheretailerspaceismoney.Thestorehastobeplannedinsuchawaythat
itoptimizesthesellingareaandminimizesthenonsellingparts.Thesellingareais
used to present the merchandise and the nonselling part is accounted for by
circulation space, staircases, lifts, facilities, the back area, etc. The area mix in a
typicaldepartmentstoreis:sellingareaabout60%,circulationarea15%andback
area25%.

AreaMix

60%15%

2
25%

Circulation15%
BackArea25%

58

Selling60%

SpaceManagement
Theplacementofmerchandisewithinthestoreinthemostprofitablemanner
iscalledspacemanagement.itisoneofthemostimportantactivities,becausethe
locationofmerchandiseatdifferentlocationhavedifferentvalues.Somepartsof
store are more valuable because customers visit those more frequently, which
resultsinhighersales.Itiseasiertomakesalesalong.
Spaceclosesttotheentrancesandexitsisthemostisthevaluable,andvalues
decreasefurtherintothestore.

RetailMarketingMix
The basic function of retail is to provide the right goods to the consumer, at the
right place and time. Through the retail marketing mix we can compete with our
competitors and achieve the sales target. The marketing tools that a retail
organization uses to pursue its marketing objectives are termed as the retail
marketingmix.
Themostchannelsare:

59

 Product
Price
Place
Promotion
Presentation
CustomerService
People
Thechannelsareillustratedinfiguregivenbelow:

Promotion

Presentation

Place

Price

Customer
Service
Retail
Marketing

Product

Mix

60

People

ChannelsofRetailMarketing

Product
One of the main elements of the retail marketing mix is the products and /or
servicesthatstoreofferstothecustomer.
Products are also termed as merchandise. The different products that the store
offersaretogethertermedasthemerchandisemix.
Forexample,ifweconsidertheFashionatdepartmentstore,themerchandiseline
comprises:
Manswear
Mansaccessory
Partywear
Ladieswear
Kidswear
Homefashion

61

Price
Pricing is an integral part of the retail marketing mix. The price policy that the
organization decides to follow depends on the customer profile of the target
audienceforitsrangeofproducts.
BigBazaargivesthegoodpricetothecustomer.pricemakesthegoodrelationship
tothecustomers.
BigBazaarhasapunchlineIsseSastaAurAcchaKahinNahi
Itgivesthehighdiscountonthepricelikefoodsproducts(20%,25%,35%),non
food products (10%, 20%, 35%), buy one get one free Top Price, buy 3 get one
freeParkAvenuesoap,etc.
Big Bazaar gives many offers to the customer like the great Indian festival Big
Days,SabseSaste3Din,etc.Inthesetypesofdaysitgivesthehugediscounton
theproducts.

Place
Thelocationoftheretailstorewasconsideredtobethemostimportantelementof
theretailmarketingmix.
BigBazaarissituatedatpremierlocationinUdaipur,whereLevis,EZone,Cafe
CoffeeDay,andReeboklikestoresaresituated.ItisthebestplaceforBigBazaar.

Promotion

62

Theadvertisingbudget,salespromotion,publicityandthepublicrelationsplaya
very important role in the competitive world of retailing .these help the store to
achieve the short term goals. Promotion may be price led or occasional led, in
whichcasespecialmerchandiseofferedbythestoresonlyfortheoccasion.Most
retailorganizationrunpromotionsduringfestivalseasons.
BigBazaaralsoprovidesthepromotionaloffersonfestivallikeDiwali,NewYear,
ID,Valentineday,etc.Discountsdependontheproducts.

Presentation
The manner in which the merchandise is presented at the store level is very
important. This aspect not only deals with the store layout and the ambience
created,butalsowithvisualmerchandising.
Visualmerchandisingistheorderly,systematicwayofputtingstockondisplayin
theretailstore.
BigBazaarpresentsthestoreaspertheseasonandoccasionslikeonDiwalistore
isdecoratedwithcandlesandflowers,onChristmasstoreisdecoratedwithstars,
ribbons, balloons, Christmas tree and on Independence Day and Republic Day
store is decorated with green, orange, and white balloons, etc. that attract the
customers.

CustomerService
Thesupportservicesthataretaileroffershavebecomeveryimportanttoday.The
credit policies and the product returns policies need to be clear marketing,

63

buzzwords in the industry today and all these are aimed at enhancing customer
service.
IntheBigBazaar,theproductrangeisgoodandavailabilityoftheproductsisvery
easy.BagBazaarprovidesthelowpricecomparisontotheotherretailers.
Big Bazaar provides the good services to their customer like baggage counter,
parking,product,helpline,etc.

People
Retailersoperateinauniqueenvironment.Theretailindustryischaracterizedbya
large number of inexperienced workers, who need to put in long hours of work.
Mostofthetime,theseemployeesareindirectcontactwiththecustomerandmay
faceirateorunreasonablecustomer.
Thepeoplewhoworkatthefrontendofaretailorganizationareveryimportant,
as they are the manners and products knowledge plays a very important role in
buildinglongtermrelationswiththecustomer.

RetailCommunicationMix
Communication is an integral part of the retailers marketing strategy. Primarily,
communicationisusedtoinformthecustomersabouttheretailer,themerchandise
andtheservices.Italsoservesasatoolforthebuildingthestoreimage.
The retailer can used various platform / channel for communication. The most
toolsare:
64

 Advertising
SalesPromotion
PublicRelation
PersonalSelling
PointofPurchase(POP)Displays

Thetoolsareillustratedinfiguregivenbelow:

SalesPromotion

PublicRelations

Advertising

RetailCommunication
Mix

PointofPurchase
(POP)Displays

PersonalSelling

65

Advertising
Advertising can be defined as any paid form of non personal presention and
communicationthroughmassmedia.Itispopularlybelievedthatoneofthemain
aims of the advertising is to sell to wide mix of consumers and also to induce
repeatpurchase.
However,aretailermayuseadvertisingtoachieveanyofthefollowingobjectives:
Creatingawarenessaboutaproductorstore
Communicationinformationinordertocreateaspecificimageinthecustomers
mindintermsofthestoremerchandise,price,quality,benefits,etc.
Createadesiretowantaproduct.
Tocommunicatethestorespolicyonvariousissues.
Advertisingcanalsohelpidentifyastorecarryingnationallyadvertisedbrands.
Itcanalsohelpinrepositioningthestoreinthemindofthecustomer.
Toincreasesaleofspecificcategoriesortogenerateshorttermcashflowsbyway
ofsale,bargaindays,midnightmadness,etc.
Advertisingcanalsohelpreinforcetheretailerscorporateidentity.

66

For advertising, the retailer may use one or a combination of the following
mediums:
Pressadvertisements
Postersandleaflets,brochures,booklets
Pointofpurchasedisplays
Advertising can also be done through mediums like radio, television, outdoor
hoardingsandtheinternet.

SalesPromotion
Salespromotionhelpsaretailerbywayofattractingcustomertrafficandenables
quickresulttobeachieved.Dependingonthetypeofpromotioncarriedout,itcan
helpincreaseimpulsebuying,generateexcitementandcanmotivateotherchannel
members.
Commonretailpromotionsareillustrated:
Coupon:
Acouponallowsthebuyerareductioninpriceonspecificmerchandiseor
products,whenthecouponisredeemed.couponsmaybedeliveredthrough
newspaper,magazines,postorinproducts.
Contests:

67

Acontestneedsconsumerstocompeteandtheprizesarebasedonskill.In
the case of sweepstakes, the customer only needs to enter in his name and
thewinnerisdeterminedbychance.Manyretailersallowcustomerstoenter
intocompetitionsonthebasisoftheamountofpurchasestheyhavemade.

Demonstrations:
Demonstrationsareusedtoshowthecustomer,theperformancecapabilities
oftheproducts.Videosmayalsobeusedtoaidthedemonstrationandshow
theuseoftheproducts.
Product/BrandPromotionsandSchemes:
This is a straightforward scheme in which the consumer either gets a
monetary discount on the purchase of a particular product/s or gets two
products of the same type for the price of one the by one get one free
schemeisexampleofsame.
BigBazaaralsodoesthistypeofsalespromotionlikeinplasticsdepartment
importantcontainerbuyonegetonefree.
Samples:
Samplingprovidestheconsumerswithanopportunitytousetheproductat
nocost.Varioustechniquesmaybeadoptedforsamplingandthismaytake
theformofinstoresamplingwheretheinstorestaffhandsoutthesamples.

68

 ShoppingCard:
Manyretailersmaketheownshoppingcard.Itisveryeasytopromotethe
sales.
Futuregroupintroducesthenewfutureprepaidcard.itiseasilyusedinall
futuregroupsretailoutlets.

PublicRelationsandPublicity
Publicrelations(PR)areamarketingcommunicationfunction,whichaims
at fostering goodwill. An important component of public relations is
publicity.Bywayofpublicrelations,theretailorganizationstrivestocreate
and sustain a favorable image with consumer, shareholders, suppliers and
the public at large. The job of public relation is usually handled by an
outsidePublicRelationsfirmanditmaybeundertakentopromotegoodwill
for the organization, to promote a particular product or to counteract
negativepublicity.
Publicityisanonpaidformofmediacoverage.Intodaysworld,itisrarely
free and a fair amount of skill has to be exercised by the organization to
ensurethatrightmediacoverageisachieved.
Examplesofeventsinretailwhichmeritpublicityare:
Storeopenings
Storerenovations
Celebrityvisitsandaffiliations
69

 Designerassociations
Newproductrangesandlaunches
Awardsreceivedbytheretailer
Fashionshowsandsponsoredevents

PersonalSelling
Personal selling is a paid form of personal advertising where salespeople
assistcustomerinsatisfyingtheirneedsthoughapersontopersonexchange
ofinformation.itisaprocessoflearningtheneedsandthewantsofthebuys
and striving to satisfy them with the required product or service. Personal
selling may occur within the environs of the retail storewhere personal
sellingrequiresthesalespersontosatisfytheneedsoftheconsumer.Itmay
alsooccuroutsidetheretailstore,whereorderstakenformcustomerbyway
of the telephone, internet or mail and them serviced. Personal selling is
precise.Itisaimedataspecificindividual/s.Developingastrongsalesforce
is hence an expensive proposition, as the sales person has to be trained on
variousaspectsofcommunication,likeunderstandingthebodylanguageof
thecustomer,etc.Healsoneedstobeknowledgeableaboutthefeaturesof
productsandservicesbeingofferedbytheretailer.

PointofPurchase(POP)Displays

70

ThedictionaryofretailingdefinesPointofPurchasecommunicationasthe
promotionalsignsandinteriordisplays,oftenlocatedatthepointofsaleor
alongside displays merchandise. Point of Purchase (POP) Displays have
become integral to retail today. They help reinforce instore product
branding,enhanceretailsalesfloorcommunicationandprovideinformation
tothecustomer.Thebasicfunctionofpopinaretailstore,includeposters,
danglers,flyersglowsigns,translites,banners,etc.
The role of POP changes significantly with the type of product being sold
and the customers involvement in the purchase. Different types of POP
materialwouldrelevantindifferenttypesofstoresandenvironment.
In the case of a supermarket, POP may be used to indicate prices, the
locationofproductsandanyspecialorbargainofferinthestore.POPina
store selling consumer durables and electronics may lay stress on the
features of the product, the warranties and guarantees and the after sales
servicesprovidedbytheoutlet.

71

Chapter5
Conclusion&Suggestions
Asamatteroffact,thisonthejobtrainingwasfruitfulformeasIlearntmany
managementskillspracticallyduringtrainingperiodatBigBazaar.Rightfromthe
beginning of my training I observed so many things which are the part of daily
routine of Big Bazaar, Udaipur. The store works smoothly as it is the chain of a
wellknownreputedorganization.Theretailstaffpersonnelareofhelpingnature
as they supported and cooperated me during training period and tried their level
besttogivemepropertrainingoftheretailstore.

Ialsolearnthowtoapplyallthemanagementskillsintherealsituationinany
organization. During my on the job training, however, I observed the following
thingsatBigBazaar,Udaipur:
EverydaymanypeoplecameonlyforvisitatBigBazaar.
ThefootfallsofcustomersaregoodatBigBazaar,Udaipur.
MostlymiddleclassfamilyprefersBigBazaar.

72

 Customers come at Big Bazaar because it gives the huge discounts and
offers.
Duringbigdays(5DaysMahabachat),ithashugecrowdofcustomersand
thesaleisveryhigh.
The offers/discounts changed any time if there is technical problem or
shortageofstock.
Teammemberssometimesdonotpayproperattentiontothecustomerson
thefloor.
Sinageswerenotmaintainedonthefloorbyteammembers.
There were more than 10 cash counters at the store but they didnt open
everyday.Allcashcountersareopenonlyonfestivalseasonoronthemega
offersofBigBazaar.
Theorderprocessingtakehugetimeandsometimesgetsdelayedduetolack
ofstockatthevendorside.
Thecollectionofvegetablesandfruitsaredonefromlocalmarketsandlocal
farmers.
TherewasatleastonemeetingofStoreManagerwithemployeesinaweek.
Communicationbetweentheemployerandemployeeisgood.
Employees have the good knowledge about the products in their own
sections.

73

Conclusion
Fromalltheavailableresultsthiscanbeconcludedthatpeoplehavehuge
expectationsfromthecompany.Theynotonlywantallthethingstheyaregetting
fromothercompaniesbutinadditiontheyalsowantsomeotherbenefitswhichin
turncangivethemsecurityofbeingapartofBigBazaarasacustomerinlongrun.
BigBazaarhasmanybrandsinFoodBazaarsuchasNestle,HUL,Cadbury,
Amul,Tata,Parle,Bikaji,Marico,AdanisSuffola,etc.butafterthattheydonot
have the large product range of these brands that is why they are losing their
customers.Sincemanycustomershavedifferentbrandpreferences.
InFoodBazaartheyhavebigbrandsasmentionedabovebutmanytimesthey
donotachievethetargetduetothearrangementsofmerchandiseisnotgoodand
employeesinteractionwithcustomersareveryless.
However,FoodBazaarcontributesalmost50%ofdailysaleofthestore.But
sometimesinnormaldays,FoodBazaardoesnotachievethetarget.Infact,during
festivaloffersandBigDays,FoodBazaarhasthemajorcontributioninattracting
customersandincreasingthestoresale.
Sowecansaythatcustomerswanthugeoffersanddiscounts.IfBigBazaar
giveshugediscountandoffers,itwilldefinitelyincreaseitssales.
AllthecustomersknowabouttheBigBazaarthatis:
IsseSastaAurAchhaKahinNahi!
74

AlthoughBigBazaarprovidesmanyservicesyettherearemanyareaswhere
customers demand for more than what they should get and which is beyond
companypolicylike,freeservicing,additionalfreegiftsandextratermbenefits.
Company also facing some problems from its previous customers side that had
somebadexperienceaboutthecompanyproductandservice.Itisduetotheless
attention of team members to the customers and not giving them complete
information about the products. Big Bazaar also needs good service at CSD for
their customers. In brief, the organization is working on all these aspects
continuously by filling feedback forms from customers and conducting market
researchonproductsrangeandcustomerspreferences.

Suggestions
The following suggestions could be made for the better performance of Big
Bazaar,Udaipur:
Review of everyday discounts/offers at signage whether they are updated
properlyornot.
Signages should be displayed properly on the floor and near the entrance
gate.
More security gadgets and checks should be there to control thefts and
employeesworking.
Availabilityofproductsineachsizeshouldbeatthefloor.
Atleast6to8cashcountershouldremainopeneverydaytoavoidcrowdat
cashcounter.
Increasethenumberofsupportingstaff(teammembers)onthefloorofFood
Bazaartopayproperattentiontothecustomers.
Increase the brand and products range in the Food Bazaar to increase the
sale.
75

 Interactionshouldbetherebetweenemployeesandcustomers.
Sittingarrangementanddrinkingwaterfacilitiesonthefloorforcustomers
shouldbemaintainedregularly.
Thearrangementofmerchandiseshouldbeproperonthefloor.

Bibliography

Pride, William M., and Ferrell O. C. Marketing: Concepts and Strategies.

12thed.HoughtonMifflinCo.,USA,2005
Ramaswamy,V.S.,andNamakumariS.MarketingManagement:Planning,
implementationandControl.3rded.MacmillanIndiaLtd.,2002
Kotler, Philip, and Keller Kevin Lane. Marketing Management. Pearson
Education,Inc.,2006
Kotler, Philip, and Armstrong Gary. Principles of Marketing. 11th ed.
PearsonPrenticeHall,2006
Pradhan,Swapna.RetailingManagement.TataMcGrawHill,2004
WebSites:
www.pantaloon.com
www.wikimedia.com

76

 www.retailindia.com
www.google.co.in

Annexure

TheDailyLogReport

DailyLog

21June2010

DescriptionofActivities

This was my first day of summer internship at Big

Bazaar,Udaipur.Firstofall,ImetMr.DharmendraSir
(HR Manager) to get acquainted with the store
organization. Then, he told me about the store
organization and other rules and regulations of the
organizationthatIhadtofollowduringmyonthejob
training in Big Bazaar. Then, with him, I visited the
whole store and learnt about the systems and
proceduresfollowedintheBigBazaar,Udaipur.

SignatureofSupervisor

77

NameofSupervisor
Date

Mr.SanjeevSingh
(AssistantStoreManager)
26June2010

Remarks(forCommentsby

CompanySupervisor)

DailyLog

22June2010

TodayImetHRManagerinthemorningandhetook
meeting with all the Management Trainees doing
internship in Big Bazaar, Udaipur. He told about the
internsproceduresthatwereplannedforus.Hegave
DescriptionofActivities
me the learning process of the summer training. He
briefedaboutthelearningprocessandtoldustovisit
the store and to see the working procedure of Big
Bazaar,Udaipur.

SignatureofSupervisor
NameofSupervisor
Date

Mr.SanjeevSingh
(AssistantStoreManager)
30June2010

78

Remarks(forComments
byCompanySupervisor)

DailyLog

23Juneto5July2010
From23Juneto05July,Ipassedthroughthelearning
processindetail.Inthis,Ilearntabouttheorganization
and various departments (Line of Business). All
department managers told about the processes
followed in each line of business. The following
learning plans for operations was told me: 1
Merchandising
2CustomerService

DescriptionofActivities

3VisualMerchandising
4CashDepartment
5InformationTechnology
6Humanresources
7Operations
8AnalysisStudy

SignatureofSupervisor
NameofSupervisor

Mr.SanjeevSingh
(AssistantStoreManager)
79

Date

9July2010

Remarks(forComments
byCompanySupervisor)

DailyLog

06Julyto15July2010

From06July,Iwasaskedtohaveonthejobtraining
intheFashion(Department)whichisakindoflineof
business of Big Bazaar. I underwent my training in
Fashion department till 15 July and learnt
merchandisingusedinFashiondepartment.
Thelearningexperiencewaswonderfulandexcellent
DescriptionofActivities as it was real on the job training in Fashion
department. I worked there as a team member and
learnt all core concepts from Department Manager of
Fashiondepartment.Ilearnthowtodofacingandhow
todisplayproductsproperlyonthefloor.Ialsolearnt
abouttheoffersthatareusedinFashiondepartment.
In brief, I went through all the activities done in
FashiondepartmentofBigBazaar.

SignatureofSupervisor

NameofSupervisor

Mr.SanjeevSingh
(AssistantStoreManager)

80

Date

20July2010

Remarks(forComments
byCompanySupervisor)

DailyLog

16Julyto25July2010

From 16 to 25 July, I worked on Birthday

CelebrationsofBigBazaar,Udaipur.Itwasimportant
occasion as this was the first birthday celebration of
Big Bazaar, Udaipur. I learnt many activities done
duringthebirthdaycelebration.
DescriptionofActivities There was more learning for a marketing student. I
wasassignedtheworkofvisualmerchandisingaswell
as customer service. Both the tasks were challenging
but the final result was fruitful for me. I was also
askedtofocusonsalesofFashiondepartmentduring
birthday celebration. I also helped in charity activity
donebytheBigBazaar.

SignatureofSupervisor

NameofSupervisor
Date

Mr.SanjeevSingh
(AssistantStoreManager)
29July2010

81

Remarks(forComments
byCompanySupervisor)

DailyLog

27July2010

On 27 July I learnt about stock take of the whole

store.Thewholedaytherewastrainingaboutthestore
stocktakethatisdonequarterlyinBigBazaar.
Inthis,weweretoldthateveryproductshouldbekept
inproperarrangementassameproductofsameweight
orsamebarcodeshouldbescannedatatime.IfItis
DescriptionofActivities notsothentherewouldbemistakeinstocktake.For
that, I helped in applying correct bar code on the
product as well locating there place to avoid error in
stock.Ialsohelpedinstickingstickersoneveryselfto
write the stock code on that. It was wonderful
experience as I learnt about the inventory
management.

SignatureofSupervisor

NameofSupervisor
Date

Mr.SanjeevSingh
(AssistantStoreManager)
29July2010

82

Remarks(forComments
byCompanySupervisor)

DailyLog

28Julyto30July2010

Aftertrainingofstocktake,Iwasassignedtoworkon
stock take of whole store from 28 July to 30 July. I
helped the organization in stock take of Fashion
DescriptionofActivities department. The whole day I helped in setting up
locationandstickingbarcode.

SignatureofSupervisor

NameofSupervisor

Date

Mr.SanjeevSingh
(AssistantStoreManager)
01August2010

Remarks(forComments

83

byCompanySupervisor)

DailyLog

31Julyto03August2010

From31Julyto03August,Ihadlearntaboutvarious
products of Fashion department. I also learnt how to
make purchase order for the products in Fashion
department . Without purchase order (P. O.), no
product is ordered or dispatched from the vendor. I
DescriptionofActivities was told about the offers which are generally used in
Fashion department to attract the customers and
increasethesale.
I also learnt how to handle customer grievance at
CustomerServiceDesk(CSD).
SignatureofSupervisor

NameofSupervisor

Date

Mr.SanjeevSingh
(AssistantStoreManager)

05August2010

Remarks(forComments
byCompanySupervisor)

84

DailyLog

04Augustto05August2010

From04to05August,Iworkedinwarehouseofthe
store. In warehouse, I learnt about the handling of
goodsproperlyandaftersettingmargin,bringingthem
onthefloor.
Ialsolearnthowtodoinwardofthegoods.Forthis
proper checking is done of each material and entry is
done in the inward register. I learnt about outward of
DescriptionofActivities goods which are defective or of expiry date. That is
also noted in outward register. Both the registers are
maintained properly in warehouse. After inward of
goods,marginissetandthensentonthefloor.
I was told by the warehouse manager that how to
make purchase order and sent it to the particular
vendor. In brief, it was good learning experience in
warehouseasIlearntaboutinventorymanagement.
SignatureofSupervisor

NameofSupervisor

Date

Mr.SanjeevSingh
(AssistantStoreManager)
07August2010

Remarks(forComments
byCompanySupervisor)

85

DailyLog

06Augustto07August2010

I learnt about visual merchandising on 06 and 07

August. VM Manager told me that how VM is
important for a retail store as it does the work of a
silentsalesman.Healsotoldmeaboutthesignageand
otherdetailsofVMmaterials.Therearedifferentsizes
offramesinthestoreforthedisplay.
DescriptionofActivities Helearnthowasignagecommunicateoffersandalso
abouttheexecutionofpromotions.Iwastoldhowself
talkershelpinincreasingthesales.
Healsotoldaboutthedirectionalsignageusedinthe
store to help the customers. These signages are
generally displayed at the entrance, exit, near the lift
andnearthewallofstairs.

SignatureofSupervisor

NameofSupervisor

Date

Mr.SanjeevSingh
(AssistantStoreManager)

09August2010

Remarks(forComments
byCompanySupervisor)

86

DailyLog

08Augustto10August2010

Keeping in mind the upcoming Big days (Five days

Mahabachat), from 08 to 10 August, I was assigned
the task of planning for big days and displaying the
productsproperlyinFashiondepartment.
I was asked to make signages for the Fashion
departmentanddisplayingthemonparticularproduct
DescriptionofActivities on the floor of Fashion department . I also helped in
bringing the products on the floor and finding right
space on the floor for that product to attract the
customers and to increase the sales. I was given the
responsibility of maintaining proper display on the
floor. In brief, I had to work as a team leader on the
floorduringBigDays.

SignatureofSupervisor

NameofSupervisor

Date

Mr.SanjeevSingh
(AssistantStoreManager)

12August2010

Remarks(forComments
byCompanySupervisor)

87

DailyLog

11Augustto15August2010
As from 11 August, Big Bazaar was celebrating 15
August in the form of Big Days (Five Days
Mahabachat),IwastoworkinFashiondepartmentof
BigBazaarduringthisperiod.Forthat,Iwasassigned
thetaskofhandlingteammembersontheflooraswell
displaying products properly on the floor. In brief, I
was to get work done from the team members on the
floorinFashiondepartment.

I also worked at customer service desk (CSD) during

bigdays.Ilearnthowtoselltheproductseffectivelyto
the customers by giving complete information of the
DescriptionofActivities
product and offers. During big days, I helped VM
department in making signages and displaying them
properlyonthefloor.
In brief, it was a wonderful learning experience as
there was huge crowd in the store during big days. I
learnt how marketing activities became fruitful for the
organization as they succeeded in attracting the
customerstocomeandbuytheproductsatBigBazaar.
Duringbigdays,everydaysaleofthestorewasaround
35to40lacs.Sothesellingexperiencewasexcellentin
bigdays.
SignatureofSupervisor
NameofSupervisor

Mr.SanjeevSingh
(AssistantStoreManager)

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