INTRODUCTION

1
 INTRODUCTION OF TOPIC

Another one of the 4P's is 'promotion'. This includes all of the tools available to
the marketer for 'marketing communication'. As with Neil [Link]'s marketing
mix, marketing communications has its own 'promotions mix.' Think of it like a
cake mix, the basic ingredients are always the same. However if you vary the
amounts of one of the ingredients, the final outcome is different. It is the same
with promotions. You can 'integrate' different aspects of the promotions mix to
deliver a unique campaign.

The elements of the promotions mix are:

 Personal Selling.
 Sales Promotion.
 Public Relations.
 Direct Mail.
 Trade Fairs and Exhibitions.
 Advertising.
 Sponsorship.

The elements of the promotions mix are integrated to form a coherent campaign.
As with all forms of communication. The message from the marketer follows the

2
'communications process' as illustrated above. For example, a radio advert is made
for a car manufacturer. The car manufacturer (sender) pays for a specific advert
with contains a message specific to a target audience (encoding). It is transmitted
during a set of commercials from a radio station (Message / media).

The message is decoded by a car radio (decoding) and the target consumer
interprets the message (receiver). He or she might visit a dealership or seek further
information from a web site (Response). The consumer might buy a car or express
an interest or dislike (feedback). This information will inform future elements of
an integrated promotional campaign. Perhaps a direct mail campaign would push
the consumer to the point of purchase. Noise represent the thousand of marketing
communications that a consumer is exposed to everyday, all competing for
attention.

The Promotions Mix.

Let us look at the individual components of the promotions mix in more detail.
Remember all of the elements are 'integrated' to form a specific communications
campaign.

1. Personal Selling.
Personal Selling is an effective way to manage personal customer relationships.
The sales person acts on behalf of the organization. They tend to be well trained in
the approaches and techniques of personal selling. However sales people are very
expensive and should only be used where there is a genuine return on investment.
For example salesmen are often used to sell cars or home improvements where the
margin is high.

2. Sales Promotion.

3
Sales promotion tend to be thought of as being all promotions apart from
advertising, personal selling, and public relations. For example the BOGOF
promotion, or Buy One Get One Free. Others include couponing, money-off
promotions, competitions, free accessories (such as free blades with a new razor),
introductory offers (such as buy digital TV and get free installation), and so on.
Each sales promotion should be carefully costed and compared with the next best
alternative.

3. Public Relations (PR).

Public Relations is defined as 'the deliberate, planned and sustained effort to
establish and maintain mutual understanding between an organization and its
publics' (Institute of Public Relations). It is relatively cheap, but certainly not
cheap. Successful strategies tend to be long-term and plan for all eventualities. All
airlines exploit PR; just watch what happens when there is a disaster. The pre-
planned PR machine clicks in very quickly with a very effective rehearsed plan.

4. Direct Mail.
Direct mail is very highly focussed upon targeting consumers based upon a
database. As with all marketing, the potential consumer is 'defined' based upon a
series of attributes and similarities. Creative agencies work with marketers to
design a highly focussed communication in the form of a mailing. The mail is sent
out to the potential consumers and responses are carefully monitored. For
example, if you are marketing medical text books, you would use a database of
doctors' surgeries as the basis of your mail shot.

5. Trade Fairs and Exhibitions.

Such approaches are very good for making new contacts and renewing old ones.
Companies will seldom sell much at such events. The purpose is to increase
awareness and to encourage trial. They offer the opportunity for companies to

4
meet with both the trade and the consumer. Expo has recently finish in Germany
with the next one planned for Japan in 2005, despite a recent decline in interest in
such events.

6. Advertising.
Advertising is a 'paid for' communication. It is used to develop attitudes, create
awareness, and transmit information in order to gain a response from the target
market. There are many advertising 'media' such as newspapers (local, national,
free, trade), magazines and journals, television (local, national, terrestrial, satellite)
cinema, outdoor advertising (such as posters, bus sides).

7. Sponsorship.
Sponsorship is where an organization pays to be associated with a particular event,
cause or image. Companies will sponsor sports events such as the Olympics or
Formula One. The attributes of the event are then associated with the sponsoring
organization.

The elements of the promotional mix are then integrated to form a unique, but
coherent campaign.

SALES PROMOTION
Sales promotion is one of the four aspects of promotional mix. (The other three
parts of the promotional mix are advertising, personal selling, and publicity/public
relations.) Media and non-media marketing communication are employed for a
pre-determined, limited time to increase consumer demand, stimulate market
demand or improve product availability. Examples include:
 contests
 point of purchase displays
 rebate (marketing)

5
 free travel, such as free flights

Sales promotions can be directed at either the customer, sales staff, or distribution
channel members (such as retailers). Sales promotions targeted at the consumer
are called consumer sales promotions. Sales promotions targeted at retailers and
wholesale are called trade sales promotions. Some sale promotions, particularly
ones with unusual methods, are considered gimmick by many.

Consumer sales promotion techniques

 Price deal: A temporary reduction in the price, such as happy hour
 Loyal Reward Program: Consumers collect points, miles, or credits for
purchases and redeem them for rewards. Two famous examples are Pepsi Stuff
and AAdvantage.
 Cents-off deal: Offers a brand at a lower price. Price reduction may be a
percentage marked on the package.
 Price-pack deal: The packaging offers a consumer a certain percentage more of
the product for the same price (for example, 25 percent extra).
 Coupons: coupons have become a standard mechanism for sales promotions.
 Loss leader: the price of a popular product is temporarily reduced in order to
stimulate other profitable sales
 Free-standing insert (FSI): A coupon booklet is inserted into the local
newspaper for delivery.
 On-shelf couponing: Coupons are present at the shelf where the product is
available.
 Checkout dispensers: On checkout the customer is given a coupon based on
products purchased.
 On-line couponing: Coupons are available on line. Consumers print them out
and take them to the store.

6
 Mobile couponing: Coupons are available on a mobile phone. Consumers show
the offer on a mobile phone to a salesperson for redemption.
 Online interactive promotion game: Consumers play an interactive game
associated with the promoted product. See an example of the Interactive
Internet Ad for tomato ketchup.

Trade sales promotion techniques

 Trade allowances: short term incentive offered to induce a retailer to stock up
on a product.
 Dealer loader: An incentive given to induce a retailer to purchase and display a
product.
 Trade contest: A contest to reward retailers that sell the most product.
 Point-of-purchase displays: Extra sales tools given to retailers to boost sales.
 Training programs: dealer employees are trained in selling the product.
 Push money: also known as "spiffs". An extra commission paid to retail
employees to push products.
 Trade discounts (also called functional discounts): These are payments to
distribution channel members for performing some function .

Need for Product Promotion

 To introduce a new product in the market.
 To influence the public with the help of new uses of the product.
 To increase the frequency of purchase by each buyer.
 To encourage dealers to stock more goods.
 To withstand in the competitive field.
 To increase the sales by imparting special training to salesmen and by window
display.

Effects of Promotion

7
 The present day market is very competitive due to the large number of rivals
and substitutes. With the help of promotion producer must create product
differentiation in the minds of consumers.
 Promotion is very essential to communicate the use of the product and the
nature of the product to consumers and middlemen
 Nowadays most of the consumers market their products in wider area and the
consumers are also very large in number. In such cases personal selling alone
cannot be used and so all the steps for promotion are to be followed.
 During the periods of depression it is essential to maintain at least some
minimum market. Therefore it is very essential to use promotion.

8
 INTRODUCTION TO THE SECTOR PROFILE

The Indian Retail Industry is the largest among all the industries, accounting for
over 10 per cent of the country’s GDP and around 8 per cent of the employment.
The Retail Industry in India has come forth as one of the most dynamic and fast
paced industries with several players entering the market. But all of them have not
break even with other companies and compete with them. The Retail Industries is
gradually inching its way towards becoming the next boom industry.
The total concept and idea of shopping has undergone an attention drawing change
in term of format and consumer buying behavior, ushering in a revolution in
shopping in India. Modern retailing has entered into the Retail market in India as
is observed in the form of bustling shopping, entertainment and food all under one
roof.
A large young working population with medium age of 24 years, nuclear families
in urban areas, along with increasing working women population and emerging
opportunities in the services sector are going to be the key factors in the growth of
the organized Retail sector in India. The growth pattern in organized retailing and
in the consumption made by the Indian population will follow a rising graph
helping the newer businessmen to enter the Indian Retail Industry. In India the
vast middle class and its almost untapped retail Industry are the key attractive
forces for the global retail giants waiting to enter into newer market, which in turn
will help the Indian Retail Industry to grow faster. Indian retail is expected to grow
25 per cent annually. Modern retail in India could be worth US$175-200 billion by
2016. The Food Retail in India dominates the shopping basket. The Mobile phone
Retail Industry in India is already a US$ 16.7 billion business, growing at over 20
per cent per year. The Future of the Indian Retail Industry looks promising with
the growing of the market, with the government policies becoming more favorable
and the emerging technologies facilitating operations.

9
 ORIGIN OF RETAIL SECTOR

Early Trade:
When man started to cultivate and harvest the land, he would occasionally find
himself with a surplus of goods. Once the needs of his family and local
community were met, he would attempt to trade his goods for different goods
produced elsewhere. Thus markets were formed. These early efforts to swap
goods developed into more formal gatherings. When a producer who had a surplus
could not find another producer with suitable products to swap, he may have
allowed others to owe him goods. Thus early credit terms would have been
developed. This would have led to symbolic representations of such debts in the
form of valuable items (such as gemstones or beads), and eventually money.

HOW RETAIL DEVELOPED:

Peddlers and Producers:
The Retail Trade is rooted in two groups, the peddlers and producers. Peddlers
tended to be opportunistic in their choice of stock and customer. They would
purchase any goods that they thought they could sell for a profit. Producers were
interested in selling goods that they had produced.
General Store:
This division continues to this day with some shops specializing in specific areas,
reflecting their origins as outlets for producers (such as Pacific Concord of Hong
Kong), and others providing a broad mix, known as General Store (such as Casey's
in the Midwest of the U.S.A.).
Although specialist shops are still with us, over time, the general store has
increasingly taken on specialist products. Customers have found this to be more
convenient than having to visit many shops - thus the term "Convenience Store"
has also been applied to these shops. As the popularity of general stores has

10
grown, so has their size. This combined with the advent of Self-Service has lead to
the Supermarket, or Superstore.

Early Markets:
Over time, producers would have seen value in deliberately over-producing in
order to profit from selling these goods. Merchants would also have begun to
appear. They would travel from village to village, purchasing these goods and
selling them for a profit. Over time, both producers and merchants, would
regularly take their goods to one selling place in the centre of the community.
Thus, regular markets [Link] First Shop : Eventually, markets would
become permanent fixtures i.e. shops. These shops along with the logistics
required to get the goods to them were, the start of the Retail Trade.

The Birth of Distance Retailing:

Defined as sales of goods between two distant parties where the deliverer has no
direct interest in the transaction, the earliest instances of distance retailing
probably coincided with the first regular delivery or postal services. Such services
would have started in earnest once man had learned how to ride a camel, horse etc.
When individuals or groups left their community and settled elsewhere, some
missed foodstuffs and other goods that were only available in their birthplace.
They arranged for some of these goods to be sent to them. Others in their newly
adopted community enjoyed these goods and demand grew. Similarly, new settlers
discovered goods in their new surroundings that they dispatched back to their
birthplace, and once again, demand grew. This soon turned into a regular trade.
Although such trading routes expanded mainly through the growth of traveling
salesmen and then wholesalers, there were still instances where individuals
purchased goods at long distance for their own use. A second reason that distance
selling increased was through war. As armies marched through territories, they
laid down communication lines stretching from their home base to the front. As

11
well as garnering goods from whichever locality they found themselves in, they
would have also taken advantage of the lines of communication to order goods
from home.

Origins of Retail
It is likely that, as markets became more permanent fixtures they evolved into
shops. Although advantageous in many respects, this removed the mobility that a
peddler or traveling merchant may still have enjoyed. For some shopkeepers, it
made sense to obtain extra stock and open up another shop, most probably
operated by another family member. This would recover business from peddlers
and create new business and the greater volume would allow the shopkeeper to
strike a better deal with suppliers. Thus the retail chain would have started. Its
thought that this process would have started in china over 2200 years ago with a
chain of shops owned by a trader called Lo Kass.
The First Self-Service Store:
This all changed in 1915 when Albert Gerrard opened the Groceteria in Los
Angeles, the first documented self-service store. This was soon followed a year
later by the Piggly Wiggly® self-service store, founded by Clarence Saunders in
Tennessee in the U.S.

Growth:
This new type of shopping was more efficient and many customers preferred it.
Although personal service stores remain to this day, this new concept started a
rapid growth of self-service stores in the United States. Other countries were slow
to take up the idea, but there has been a steady rise in the global amount of self-
service stores ever since.

12
Efficiency
These entrepreneurs noticed that their staff had to spend a great deal of time taking
grocery orders from customers. The groceries were stacked on shelves allowing
customers to walk around and browse, collecting their shopping in a basket that
was supplied. The shopkeeper would only need to tot up the final bill at the end of
the process and transfer the goods from the basket to the customer and receive
payment.
From Family Business to Formal Structure:
Although retail chains would have been mostly run by families, as some chains
grew, they would have needed to employ people from outside of their family. This
was a limiting factor as there would have been a limit to the amount of trusted non
family members available to help run the chain. Another, even more definite
limiting factor was the distance the furthest shop would have been from the
original shop. The greater the distance, the more time and effort would have been
needed to effectively manage outpost shops and to service them with goods. There
was, therefore, a natural barrier to expansion. That was the case until transport and
communications became faster and more reliable. When this happened towards the
end of the 19th century, chains became much bigger and more widespread. Many
of these businesses became more structured and formalized, leading to the retail
chain that we see today.

13
14
15
DIVISION OF RETAIL SECTOR IN INDIA

16
 RETAILING FORMATS IN INDIA

Malls:
The largest form of organized retailing today. Located mainly in metro cities, in
proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 and above.
They lend an ideal shopping experience with an amalgamation of product, services
and entertainment, all under a common roof. Examples include Shopper Stop
Pyramid, Pantaloon.

Department Stores:
Department Stores are expected to take over the apparel business from exclusive
brand showrooms. Among these, the biggest success is K Raheja’s Shopper Stop,
which started in Mumbai and now has more than seven large stores(over 30,000
sq,ft ) across India and even has its own in store brand clothes called Stop!.

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

Hypermarket/Supermarket
Large self service outlets, catering to varied shopper needs are termed as
Supermarkets. These are located in or near residential high streets. These stores
today contribute to 30 % of all the food & grocery organized retail sales. Super
Market can further be classified in to mini supermarkets typically 1,000 sq ft to
2,000 sq ft and large Super Market ranging from 3,500 sq ft to 5,000 sq ft having a
strong focus on food & grocery and personal sales.

17
Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts on the
MRP through selling in bulk reaching economies of scale or excess stock left over
at the season. The product category can range from a variety of perishable/ non
perishable goods.

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

Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer
needs. Further classified into localized departments such as clothing, toys, home,
groceries, etc.

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

18
 COMPANY PROFILE

Big Bazaar is a chain of hypermarket in India. As of June 2, 2012 there are 214
stores across 90 cities and towns in India covering around 16 million [Link]. of retail
space. Big Bazaar is designed as an agglomeration of bazaars or Indian markets
with clusters offering a wide range of merchandise including fashion and apparels,
food products, general merchandise, furniture, electronics, books, fast food and
leisure and entertainment sections.

Big Bazaar is part of Future Group, which also owns the Central Hypermarket,
Brand Factory, Pantaloons, eZONE, HomeTown, [Link], KB's Fair
Price to name a few and is owned through a wholly owned subsidiary of Pantaloon
Retail India Limited, that is listed on Indian stock exchanges.

History
Big Bazaar was launched in September, 2001 with the opening of its first four
stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of
ten years, there are now 161 Big Bazaar stores in 90 cities and towns across India.

Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director
of Pantaloon Retail India. Though Big Bazaar was launched purely as a fashion
format including apparel, cosmetics, accessory and general merchandise, over the
years Big Bazaar has included a wide range of products and service offerings
under their retail chain. The current formats includes Big Bazaar, Food Bazaar,

19
Electronic Bazaar and Furniture Bazaar. The inspiration behind this entire retail
format was from Saravana Stores, a local store in T. Nagar, Chennai

The stores are customized to provide the feel of mandis and melas while offering
the modern retail features like Quality, Choice and Convenience. As the modern
Indian family's favorite retail store, Big Bazaar is popularly known as the "Indian
Walmart".

On successful completion of ten years in Indian retail industry, in 2011, Big

Bazaar has come up a new logo with a new tag line: ‘Naye India Ka Bazaar’,
replacing the earlier one: 'Isse Sasta Aur Accha Kahin Nahin'.

20
 STRATEGY
3-C Theory
According to Kishore Biyani's 3-C theory, Change and Confidence among the
entire population is leading to rise in Consumption, 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:

India one: Consuming class which includes upper middle and lower middle class
(14% of India's population).

India two: Serving class which includes people like drivers, household helps,
office peons, liftmen, washermen, etc. (55% of India's population) and

India 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.

21
 OPERATIONS

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

Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002
and is now present within every Big Bazaar as well as in independent locations. A
typical Big Bazaar is spread across around 50,000 square feet (4,600 m2) of retail
space. While the larger metropolises have Big Bazaar Family centres measuring
between 75,000 square feet (7,000 m2) and 160,000 square feet (15,000 m2), Big
Bazaar Express stores in smaller towns measure around 30,000 square feet (2,800
m2).

22
Big Bazaar has the facility to purchase products online through its official web
page, and offers free shipping on some of their products.

Innovations
Wednesday Bazaar
Big Bazaar introduced the Wednesday Bazaar concept and promoted it as “Hafte
Ka Sabse Sasta Din”. It was mainly to draw customers to the stores on
Wednesdays, when least number of customers are observed. According to the
chain, the aim of the concept is "to give home makers the power to save the most
and even the stores in the city don a fresh look to make customers feel that it is
their day".

23
Sabse Sasta Din
With a desire to achieve sales of Rs 26 Crore 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 to 26 Jan) and to five days in 2011 (22-26
Jan).

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 biannual 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 consumer.

The Great Exchange Offer

On February 12, 2009 Big Bazaar launched "The Great Exchange Offer", through
with the customers can exchange their old goods in for Big Bazaar coupons. Later,
consumers can redeem these coupons for brand new goods across the nation.

24
 TIMELINE
2001
 Three Big Bazaar stores launched within a span of 22 days in Kolkata,
Bangalore and 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 II cities with the launch of the store in Nagpur
 Big Bazaar welcomes its 10 million-th 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, the 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 project at its central
warehouse 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 launched ICICI Bank-Big Bazaar Gold credit
card program to reward its loyal customers.
2006

25
  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
 Navaras – the jewellery store launched within Big Bazaar stores
2007
 The 50th Big Bazaar store is launched in Kanpur
 Big Bazaar partners with [Link] 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
 Pantaloon Retail wins the International Retailer of the Year at US-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 becomes the fastest growing hypermarket format in the world
with the launch of its 101st store within 7 years of launch
 Big Bazaar dons a new look with a fresh new section, Fashion@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

26
  Big Bazaar initiates Maha Annasantarpane program at its stores in South
India – a unique initiative to offer meals to visitors and support local social
organizations
 Big Bazaar captures almost one-third share in food and grocery products
sold through modern retail in India
 Mahendra Singh Dhoni and Asin, youth icons of India, were chosen as the
brand ambassadors of Big Bazaar
 Big Bazaar announced the launch of 'The Great Exchange Offer'
 Formed a joint venture with Hidesign to launch Holii, a new brand of
handbags, laptop bags and other accessories.
2010
 Future Value Retail Limited is formed as a specialized subsidiary to
spearhead the group’s value retail business through Big Bazaar, Food
Bazaar and other formats.
 Big Bazaar wins CNBC Awaaz Consumer Awards 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 manufacturers
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
 Vidya Balan was chosen as the brand ambassador of Big Bazaar's Price
Challenge exercise
 Ranked 6 among the Top 50 Service Brands in India.
2011
 Big Bazaar forays into the rural wholesale and distribution business through
‘Aadhaar Wholesale’ store at Kalol, Gujarat.

27
  Big Bazaar has come up a new logo with a new tag line: ‘Naye India Ka
Bazaar’.
 200th store opened in India
 Future Group has launched its latest venture, Foodhall – a premium food
destination across 10 metros in India
 For the convenience of the online customers, Big Bazaar has started free
shipping on all orders above Rs. 1000.
 Entered into an agreement with Hindustan Unilever to co-develop and co-
brand bakery products, which would be sold exclusively at Big Bazaar
stores.
2012
 Big Bazaar entered into a five year multi-million dollar deal with Cognizant
Technology Solutions for IT infrastructure services that support Future
Group's network of stores, warehouses, offices, 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, de-seeding, vegetables cutting at free of
cost.

28
 VALUES & CULTURES

Our Values
We acknowledge that every individual brings different perspectives and capabilities to
the team and that a strong team comes together with a variety of perspectives. What hold
them together are the core values that lay the foundation of this strength. Through the
entire chain of Future Group we identify these values with what is called The Future
Group Gene.

 Indianness: Confidence in ourselves.

 Leadership: To be a leader, both in thought and business.
 Respect & Humility: To respect every individual and be humble in our conduct.
 Introspection: Leading to purposeful thinking.
 Openness & Transparency: To be open and receptive to new ideas, knowledge
and information.
 Valuing and Nurturing Relationships: To build long term relationships.
 Simplicity & Positivity: Simplicity and positivity in our thought, business and
action.
 Adaptability: To be flexible and adaptable, to meet challenges.
 Flow: To respect and understand the universal laws of nature.
 We Love to rewrite rules, even as we retain our values.

Culture
We work in an environment where the deadlines are tighter and the jubilations even more
exciting. We like to maintain this energy we've got going on, so we make sure to bring on
board exactly the right people. Everyone here has a range of amazing (and often hidden)
talents and creative interests.

29
REVIEW OF
LITERATURE

30
 REVIEW OF LITERATURE

Promotion is one of the key 4Ps in the marketing mix and as such has a key role to
play in market success. Promotion is concerned with ensuring that customers are
aware of the products that an organization makes available to those customers
(Rowley J. 1998). Promotion alters consumer behaviour beyond the normal
price/quantity trade-off, changing the time that the customer buys the product, as
well as how much the customer buys. (Blattberg et al., 1995).

Benefits of sales promotions to consumers are numerous. Chandon, Wansink and

Laurent (2000) for example distinguish six different types of consumer benefits
regarding sales promotions: monetary savings, quality, convenience, value
expression, exploration and entertainment. Elaboration on benefits that consumers
might encounter from sales promotions is of added value, since a consumer
focused view will be applied in this thesis. Knowing what consumers value in
sales promotions helps in deepening understanding regarding their effectiveness.

“Throughout the world, consumer sales promotions are an integral part of the
marketing mix for many consumer products” (Huff & Alden, 1998). By now, it is
time to take a closer look at the ongoing debate concerning the effectiveness of
sales promotions that are widely used all over the world but which effectiveness is
often doubtful. Many authors have dealt with the topic of sales promotions and
many experiments have tried to address their effectiveness. Findings in this field,
sometimes contradicting and sometimes supporting other researchers, are
numerous. Why do “promotions generally do not generate long-term benefits to
the promoting brand beyond those accrued during the dust-settling period”
(Srinivasan, Pauwels, Hanssens & Dekimpe, 2004) and are sales promotions often

31
less positive than we expect them to be? The goal of the next paragraphs is to
shortly mention some of the most important findings regarding sales promotions.

Simonson, Carmon and O’Curry (1994) find that for products with unattractive
premium promotions consumer preference decreases because consumers think
they are paying extra for free gifts they do not want. The literal findings are that,
“when consumers are uncertain about the values of products and about their
preferences, such features and premiums provide reasons against buying the
promoted brands and are seen as susceptible to criticism”(Simonson et al.).
Besides the possibility that consumers do not want the premium promotions,
people might draw inferences about this premium promotions rather than the
promoted product, as argued by Raghubir (2004). People do not only draw
inferences regarding the product they are buying, but possibly also about the
quality and/or brand of the free gift attached to this product under premium
promotion. “The fact that a manufacturer is providing a free gift along with
purchase of their product, could either imply that the product itself was overpriced,
or that the free gift was of low value - that is, free gift promotions could lead to
inferences about the cost and margin structure of the promoted product or the free
gift or both” (Raghubir).

32
SCOPE OF THE STUDY

33
 SCOPE OF THE RESEARCH PROJECT

This study will help the researcher & company to analyze the benefits of Sales
Promotion in Retail Industry. This study is also helpful for the company to
improve its Sales Promotion strategy.

34
OBJECTIVES OF THE
STUDY

35
 OBJECTIVES OF THE STUDY
OBJECTIVES OF THE STUDY

 To analyze the Sales Promotion strategies of Big Bazaar.

 To analyze the Customers view towards Advertisement and Sales Promotional
offers of Big Bazaar.
 To analyze sales Promotional tools and promotion within the retail store.

36
 RESEARCH
METHODOLOGY

37
 RESEARCH METHODOLOGY

MEANING OF RESEARCH
“Research” includes any gathering of data, information and facts for the
advancement of knowledge. Research must be systematic and follow a series of
steps and a rigid standard protocol. These rules are broadly similar but may vary
slightly between the different fields of science.

MEANING OF RESEARCH METHODOLOGY

The word research methodology comes from the word “advance learners
dictionary” meaning of research as a careful investigation or inquiry specially
through search for new facts in any branch of knowledge for example some
authors have defined research methodology as systematized effort to gain new
knowledge.
Research Methodology can consider research as movement, a movement from the
known to the unknown. The term Research methodology is an academic activity
and as such the term should be used in technical sense. According to Clifford
Woody research comprises defining and redefining problems, formulating
hypothesis or suggested solutions, collecting, organizing and evaluating data,
making deduction and reaching conclusions and then testing of the conclusion to
determine whether they fit the in the formulating hypothesis.

Analysis of past data a helps the management of the company to plan its future
polices according to the external environment. Based on this, study has been taken
up financial analysis of the company. Any sound research must have a proper
design to achieve the required result, this study id constructed on the basis of
descriptive design.

38
TYPES OF RESEARCH
Descriptive : Descriptive Research includes survey and fact finding enquiries of

different kinds.

The study conducted is a conclusive descriptive statistical study. Conclusive

because after conducting the study the researcher comes to a decision which is
precise and rational.

RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis of
data in a manner that aims to combine relevance to the research purpose with
economy in [Link] fact the research design is a conceptual structure within
which the research is conducted It constitute the blue print for the collection,
measurement and analysis of data. Decisions regarding what, when, where, how
much, by what means concerning an inquiry or research study constitute a research
design. Research design is needed because it facilitates the smooth sailing of the
various research operations thereby making research as efficient as possible
yielding maximal information with minimal expenditure of effort, time and
money.

TYPES & SOURCES OF DATA

Primary Data Sources

 Through interaction with respondents.
Secondary Data Sources:
 Through internet, various official site of the Company.
 Through pamphlets and brochures of the Company.
 Journals & Magazine
In this study both Primary and Secondary Data has been used.

39
SAMPLE DESIGN
This project is special in nature and therefore method used for sample technique in
convenient sampling method. The method used for sample technique was
convenience sampling method. This method was used because it was not know
previously as to whether a particular person will be asked to fill the questionnaire.
Convenient sampling is used because only those people were asked to fill the
questionnaires who were easily accessible and available to the researcher.

SAMPLE SIZE
50 respondents

TOOLS OF ANALYSIS
I have used Structured Questionnaire Method. Some of the software’s used for
making this project will be Ms Word and Ms Excel.

40
DATA ANALYSIS
&
INTERPRETATION

41
 DATA ANALYSIS & INTERPRETATION
Q1. Do you frequently visit Big Bazaar?
Options Percentage of Respondents
Yes 78
No 22

Interpretation:
78% of the respondents say that they frequently visit Big Bazaar.

42
Q2. Reason for your visit?
Options Percentage of Respondents
Promotional Offers 22
Discount Offers 20
Range of Items 36
Location of the Store 16
Others 6

Interpretation:
22% of the respondents visit Big Bazaar because of the promotional offers, 20% of
the respondents come to Big Bazaar because of discount offers, 36% of the
respondents say that they visit Big Bazaar because of its wide range of items and
16% of the respondents go to Big Bazaar because of its location.

43
Q3. How do you come to know about Big Bazaar?
Options Percentage of Respondents
Through Advertisement 22
Through Friends & Relatives 36
Through Hoardings / Newspaper 20
Other Medium 22

Interpretation:
22% of the respondents come to know about Big Bazaar through local TV
advertisements, 36% of the respondents come to know about Big Bazaar through
their friends and relatives, 20% of the respondents come to know about Big Bazaar
through Hoardings / Newspapers.

44
Q4. Rate the Attractiveness of the advertisement of Big Bazaar?
Options Percentage of Respondents
Very Attractive 88
Less Attractive 10
Not at All Attractive 2

Interpretation:
88% of the respondents say that advertisement of Big Bazaar is attractive, 10% of
the respondents say that advertisement of Big Bazaar is less attractive.

45
Q5. Rate the quality of item as per the advertisement of Big Bazaar?
Options Percentage of Respondents
Highly Satisfactory 38
Satisfactory 56
Averagely Satisfactory 4
Dissatisfactory 2
Highly Dissatisfactory 0

Interpretation:
Quality of Items is satisfactory as per the advertisement of Big Bazaar.

46
Q6. Does the advertisement of Big Bazaar attracts you to purchase items from
Big Bazaar?
Options Percentage of Respondents
Yes 88
No 12

Interpretation:
Advertisement of Big Bazaar is attractive.

47
Q7. How do you feel while shopping in Big Bazaar?
Options Percentage of Respondents
Great 62
Good 20
Not satisfied with the arrangement of 10
products
Not satisfied with the promotional 6
offers available in the store
Not satisfied with the range of products 2

Interpretation:
Most of the respondents feel great while shopping in Big Bazaar and 20% of the
respondents feel good while shopping in Big Bazaar, 10% of the respondents are
not satisfied with the arrangement of products, 6% of the respondents are satisfied
with the promotional offers available in the store.

48
Q8. How do you rate the presentation of products in Big Bazaar?
Options Percentage of Respondents
Good 76
Average 20
Poor 4

Interpretation:
76% of the respondents feel that Presentation of products in Big Bazaar is good,
20% of the respondents are averagely satisfied with the presentation of Products in
Big Bazaar.

49
Q9 How do you rate the arrangement of Products in Big Bazaar?
Options Percentage of Respondents
Good 88
Average 10
Poor 2

Interpretation:
Arrangement of products in Big Bazaar is good, 10% of the respondents are
averagely satisfied with the arrangement of Products in Big Bazaar and 2% of the
respondents are not satisfied with the arrangement of products in Big Bazaar.

50
Q10 Is the pricing Clearly written on the Shelf?
Options Percentage of Respondents
Yes 98
No 2

Interpretation:
98% of the respondents feel that pricing is clearly written On the Shelfs at Big
Bazaar.

51
Q11 Do you think Offers are clearly presented through Displays in Big Bazaar?
Options Percentage of Respondents
Yes 82
No 18

Interpretation:
82% of the respondents say that offers are clearly presented through displays on
the shelfs at Big Bazaar.

52
Q12. How do you rate the range of Products in Big Bazaar?
Options Percentage of Respondents
Good 64
Average 30
Poor 6

Interpretation:
64% customers of Big Bazaar are satisfied with the range of products, 30% of the
respondents are averagely satisfied with the range of products at Big Bazaar and
6% of the respondents are not satisfied with the range of products in Big Bazaar.

53
Q13. Does the Displays and Promotional offers informed in the store attracts
you?
Options Percentage of Respondents
Yes 56
No 44

Interpretation:
56% customers are attracted towards the Promotional offers informed in the store.

54
Q14. Which type of promotional activities attract customers?
Options Percentage of Respondents
Discounts 34
Extra Offer 22
1+1 Offer 24
Advertisements 16

Interpretation:
Most of the respondents say that customers want discounts, 22% of the
respondents say that customers are attracted towards extra offer for example 10%
extra or 20% extra, 24% of the respondents say that customers are attracted
towards 1+1 offer and 16% of the respondents say that customers are attracted
towards advertisements.

55
Q15. How do you rate the customer schemes of the company?
Options Percentage of Respondents
Good 46
Average 32
Poor 22

Interpretation:
46% of the respondents say that customer schemes offered by the company is
good, 32% of the respondents say that customer schemes offered by the company
is average and 22% of the respondents are not satisfied with the schemes offered
by the company.

56
Q16. Do you think due to displays it is easy to shop in Big Bazaar?
Options Percentage of Respondents
Yes 88
No 12

Interpretation:
88% customers think that it is easy to shop in Big Bazaar because of displays.

57
Q17. Does the Sales Promotion activities of Big Bazaar made you to visit Big
Bazaar Again?
Options Percentage of Respondents
Yes 72
No 28

Interpretation:
72% Percentage of Respondents say that Sales Promotion activities of Big Bazaar
made them to visit Big Bazaar again.

58
Q18. Your overall shopping Experience due to offers and discounts in Big
Bazaar?
Options Percentage of Respondents
Good 56
Average 38
Poor 6

Interpretation:
56% customers say that overall shopping experience in Big Bazaar is good
because of offers and discounts offered by the store, 38% of the respondents say
that overall shopping experience in Big Bazaar is average.

59
OBSERVATIONS
&
FINDINGS

60
 OBSERVATIONS & FINDINGS

 78% of the respondents say that they frequently visit Big Bazaar.
 22% of the respondents visit Big Bazaar because of the promotional offers,
20% of the respondents come to Big Bazaar because of discount offers,
36% of the respondents say that they visit Big Bazaar because of its wide
range of items and 16% of the respondents go to Big Bazaar because of its
location.
 22% of the respondents come to know about Big Bazaar through local TV
advertisements, 36% of the respondents come to know about Big Bazaar
through their friends and relatives, 20% of the respondents come to know
about Big Bazaar through Hoardings / Newspapers.
 88% of the respondents say that advertisement of Big Bazaar is attractive,
10% of the respondents say that advertisement of Big Bazaar is less
attractive.
 Quality of Items is satisfactory as per the advertisement of Big Bazaar.
 Advertisement of Big Bazaar is attractive.
 Most of the respondents feel great while shopping in Big Bazaar and 20%
of the respondents feel good while shopping in Big Bazaar, 10% of the
respondents are not satisfied with the arrangement of products, 6% of the
respondents are satisfied with the promotional offers available in the store.
 76% of the respondents feel that Presentation of products in Big Bazaar is
good, 20% of the respondents are averagely satisfied with the presentation
of Products in Big Bazaar.
 Arrangement of products in Big Bazaar is good, 10% of the respondents are
averagely satisfied with the arrangement of Products in Big Bazaar and 2%
of the respondents are not satisfied with the arrangement of products in Big

61
 Bazaar.98% of the respondents feel that pricing is clearly written On the
Shelfs at Big Bazaar.
 82% of the respondents say that offers are clearly presented through
displays on the shelfs at Big Bazaar.
 64% customers of Big Bazaar are satisfied with the range of products, 30%
of the respondents are averagely satisfied with the range of products at Big
Bazaar and 6% of the respondents are not satisfied with the range of
products in Big Bazaar.
 56% customers are attracted towards the Promotional offers informed in the
store.
 Most of the respondents say that customers want discounts, 22% of the
respondents say that customers are attracted towards extra offer for
example 10% extra or 20% extra, 24% of the respondents say that
customers are attracted towards 1+1 offer and 16% of the respondents say
that customers are attracted towards advertisements.
 46% of the respondents say that customer schemes offered by the company
is good, 32% of the respondents say that customer schemes offered by the
company is average and 22% of the respondents are not satisfied with the
schemes offered by the company.
 88% customers think that it is easy to shop in Big Bazaar because of
displays.
 72% Percentage of Respondents say that Sales Promotion activities of Big
Bazaar made them to visit Big Bazaar again.
 56% customers say that overall shopping experience in Big Bazaar is good
because of offers and discounts offered by the store, 38% of the
respondents say that overall shopping experience in Big Bazaar is average.

62
RECOMMENDATIONS

63
 RECOMMENDATIONS

 Company must concentrate on Television Advertisement.

 Advertisement must be endorsed by Celebrity.
 Frequency of advertisement must be more.
 Advertisement must be at right location and right time.
 Regular customer feedback must be taken for analyzing the effectiveness of
the advertisement.
 Big Bazaar must revise its Promotion strategy.
 Sales Promotion activities must be more aggressive.
 Customer Sales Promotion offers must be attractive.
 Customer Sales Promotion activities must be increased.
 Discount offers and free gift offers must be increased.

64
LIMITATIONS

65
 LIMITATIONS

1. The respondents were limited and cannot be treated as the whole population.
2. The respondents may be biased.
3. The accuracy of indications given by the respondents may not be consider
adequate
4. Inspite of precautions taken there are certain procedural and technical
limitations.
5. Lack of sufficient time to exhaust the detail study of the above topic became a
hindering factor in my research.
6. Resources were limited.
7. Respondents are not willing to respond properly.

66
CONCLUSION

67
 CONCLUSION

In this project I have analyzed the sales promotion strategies of Big Bazaar.

For this a survey of 100 respondents was conducted using a set of questionnaire.
During the study it was found that Big Bazaar is giving advertisement on Local
Channels and Newspapers. Sales Promotional offers of Reliance are also
attractive.

Most of the customers prefer Big Bazaar because of the range of items and its
location. It was also found that advertisement of Big Bazaar is also very attractive.

Thus we can say that Sales Promotion strategies of Big Bazaar are attractive.

68
BIBLIOGRAPHY

69
 BIBLIOGRAPHY

Books:
 Kotler, Philip (2006): Marketing Management" Pearson Prentice Hall of India
Pvt. Ltd., New Delhi.
 Saxena, Rajan (2007): Marketing Management Tata McGrow Hill Publishing
Company Ltd., New Delhi.
 Malhotra Nares K.(2007): Marketing Research (an applied orientation) pearson
Prentice Hall of India Pvt. Ltd., New Delhi.
 Shankar Ravi (2008): Services Marketing, (the Indian Perspective) Excel Book,
New Delhi.
 Nargundkar Rajendra (2008): Marketing Research Tata McGrow Hill Publishing
Company Ltd., New Delhi.

Websites:
 [Link]
 [Link]
 [Link]

70
ANNEXURE

71
 QUESTIONNAIRE
Name Age :

Address Sex : M / F

Contact No. Mobile

Q1. Do you frequently visit Big Bazaar?

a. Yes b. No

Q2. Reason for your visit?

a. Promotional Offers b. Discount Offers
c. Range of Items d. Location of the Store
e. Others

Q3. How do you come to know about Big Bazaar?

a. Through Advertisement b. Through Friends & Relatives
c. Through Hoardings / Newspaper d. Other Medium

Q4. Rate the Attractiveness of the advertisement of Big Bazaar?

a. Very Attractive b. Less Attractive
c. Not at All Attractive

Q5. Rate the quality of item as per the advertisement of Big Bazaar?
a. Highly Satisfactory b. Satisfactory
c. Averagely Satisfactory d. Dissatisfactory
e. Highly Dissatisfactory

Q6. Does the advertisement of Big Bazaar attracts you to purchase items
from Big Bazaar?
a. Yes b. No

Q7. How do you feel while shopping in Big Bazaar?

a. Great b. Good
c. Not satisfied with the arrangement of products
d. Not satisfied with the promotional offers available in the store
e. Not satisfied with the range of products

72
Q8. How do you rate the presentation of products in Big Bazaar?
a. Good b. Average c. Poor

Q9 How do you rate the arrangement of Products in Big Bazaar?

a. Good b. Average c. Poor

Q10 Is the pricing Clearly written on the Shelf?

a. Yes b. No

Q11 Do you think Offers are clearly presented through Displays in Big Bazaar?
a. Yes b. No

Q12. How do you rate the range of Products in Big Bazaar?

a. Good b. Average c. Poor

Q13. Does the Displays and Promotional offers informed in the store attracts
you?
a. Yes b. No

Q14. Which type of promotional activities attract customers?

a. Discounts b. Extra Offer
c. 1+1 Offer d. Advertisements

Q15. How do you rate the customer schemes of the company?

a. Good b. Average c. Poor

Q16. Do you think due to displays it is easy to shop in Big Bazaar?

a. Yes b. No

Q17. Does the Sales Promotion activities of Big Bazaar made you to visit Big Bazaar
Again?
a. Yes b. No

Q18. Your overall shopping Experience due to offers and discounts in Big Bazaar?
a. Good b. Average

73