Retail MANAGEMENT PROJECT

on bazar Bhopal
 DECLARATION

We hereby declare that the project entitled Retail Management submitted for the course
Marketing Management II is our original work and the project has not formed the basis
for the award of any degree, associateship, fellowship or any other similar titles.
 CONTENTS

>>Literature Review

>>Retailing Processes, Ownership

>>Product assortment and their respective target

segments

>>Various marketing communications used inside the

store

>>Pricing Strategy used

>>Store location and its appropriateness

>>Any other industry specific learning

ACKNOWLEDGEMENT
The success and final outcome of this project required a lot of guidance and assistance from many
people and we are extremely fortunate to have got this all along the completion of our project
work. Whatever we have done is only due to such guidance and assistance and we would not
forget to thank them.

We respect and thank mr subrat mishra for giving us an opportunity to do the project work in and
providing us all support and guidance which made us complete the project on time . We are
extremely grateful to him for providing such a nice support and guidance.
LITERATURE REVIEW
A process of promoting greater sales and customer satisfaction by gaining a
better understanding of the consumers of goods and services produced by a
company. A typical retail management strategy for a manufacturing business
might research the retail process that distributes the finished products
created by the business to consumers to determine and satisfy what buyers
want and require.

You just cant afford to make the customer wait for long. The merchandise
needs to be well organized to avoid unnecessary searching. Such situations
are common in mom and pop stores (kirana stores). One can never enjoy
shopping at such stores.

Retail management saves time and ensures the customers easily locate

their desired merchandise and return home satisfied.

An effective management avoids unnecessary chaos at the store.

Effective Management controls shopliftings to a large extent.

We have conducted a survey on Retail Mangement in BAZAAR

bhopal,Bhopal.

We have evaluated the retail outlet on the following parameters to have a

deep insight of retail management:
1. Type of Retail Outlet in terms of Format, Retailing Processes,
Ownership
2. Product assortment and their respective target segments
3. Various marketing communications used inside the store
4. Pricing Strategy used
5. Store ambience and Consumer experience
6. Store location and its appropriateness
7. Any other industry specific learning
 Type of Retail Outlet in terms of
Format, Retailing Processes,
Ownership

There are four types of store formats:

1. Hyper Markets:Vast self-service warehouse-cum-retail

outlet that

2. Valuable format: Valuation based pricing strategy.

3. Premium Format: All the international brands are

placed in

4. Super Market Format: The traditional supermarket

occupies a large amount of floor space, usually on a single
level. It is usually situated near a residential area in order to
be convenient to consumers.
Retailing process:
It is a retail chain in which customers are directly billed for
their purchases. There is a merchandiser who decides the
price quotations before they sell the goods to the retail
chain. There is a . which storesgodowns all the goods and
supplies to the stores as and when required. . There are
different price points which are set for different a places of
bhobal

Ownership strategy:

Partnerships: Four Chairmen report to one MD.A partnership is

a for- profit business association of two or more persons.
Because the business component is defined broadly by state
laws and because "persons" can include individuals, groups of
individuals, companies, and corporations, partnerships are
highly adaptable in form and vary in complexity. Each partner
shares directly in the organization's profits and shares control
of the business operation. The consequence of this profit
sharing is that partners are jointly and independently liable
for the partnership's debts.

Product Assortment:
The standard display pattern is followed in BAZAAR bhopal.
There are two types of products.
B. Slow Moving Products
C. Fast moving products

As an illustration, in the apparel segment (casual wear). To

suit the consumers
Choice, taste, preferences and standard of living, certain
rules of alignment are followed:
A. The jeans sizes ordered from the DC are between 28-38.
But the most sought after sizes are28, 30,32,34. These
products are aligned from left to right in a rack as per
their size staring from 32 to 38 assuming that there are
95% right handed customers in the world.

B. Pricing Orientation: High priced premium products are

always placed in the upper shelves, for example, A
denim jeans pants worth Rs 5999/- is kept at eye level
of the customer to facilitate comfortable shopping
without stooping down.
 And low priced jeans dont follow any display
strategy(generally in the lower shelves).

Various Marketing Communications:

Whenever there is a discount season, BAZAAR bhopal

prepares a big hoarding of adverting the company offers.
The hoarding is placed at the mall entrance and the entry
gate.
They also display the hoardings at traffic posts, and
congested traffic areas

Inside the mall, we have different displays like pillar hoarding,

crockery hoarding, wall grandular, and floor grandular.
Grandulars are basically signages which describe clearly the
location of different items.
Signages come in different sizes.

Pricing Strategy;

HIGH TO LOW: high priced products are kept at a higher level

as compared to low price products so that there is more
visibility of high priced products which will results in increased
sales.
Idea oriented Presentation
Store ambience
Different section of apparels having all types of apparels for men, women, kids etc.
Different section for electronic goods, toiletries products, etc.

Colour Presentation

Warm colors like red and yellow to produce vibrant, emotional and hot active response
cool colors white and blue to have a peaceful, gentle and calm effect.
A lot of activities are carried out round the clock to provide a
pleasant ambience for the customers:

REFILLING: After the business hours, the store keeper checks

all the racks and replaces the items, if sold from the DC.

HOUSEKEEPING; Housekeeping staff ensure that there is a

dust free environment throughout the store during the
business hours.
NIGHT TOUCH UP: All the resetting and refilling activities are
completed after the business hours before the start of the
next day business.

All the above activities are carried out at night when

customer flow is stopped temporarily. INVENTORY CHECKING
and SALES TRACKING takes place after the business hours.

Consumer experience
The consumers are always encouraged to give their
feedbacks in books provided near the entry gate or by emails
or face to face interactions with the store managers or by
telephonic calls. The complaints are addressed within 24 hrs.

Store location and its appropriateness:

Stores are located after a research on the following

parameters; POPULATION
PUBLIC INCOME RANGES
PRESENCE OF ANY HOUSING SOCIETIES OR UNIVERSITIES NEARBY
eg aisec university bhopal

During the aisect university, bazaar bhopal recorded a sales

of RS 200000/- a day for 15 days continuously. This justifies
the appropiateness of the location.
Industry Learning:

The associates who are recruited in Bazaar bhopal are trained

in the following competencies:

1. Customer Focus
spending so much on training, for the sales force, there is only 65%
positive feedback from the customers.

OUTDOOR MARKETING/ADVERTISING/LEAFLET DISTRIBUTION etc

play a
crucial role in the footfall of such an industry.

Bazaar bhopal has strategically established itself in bhopal in

five different towns in the city

So this is the success story of BAZAAR bhopal.