“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Questionnaire
Dear Respondents,
I B S PATIL student of MBA IV semester ,BEC DOMS BAGALKOT
hae underta!en a pro"e#t t$t%ed &Effe#t$eness of Promot$ona% offers' at B$( Ba)aar,
*e%(aum+ ,en#e I re-uest .our !$nd #o/operat$on *. spar$n( .our pre#$ous t$me $n
ans0er$n( the fo%%o0$n( -uest$ons and pro$d$n( $nformat$on+
1P%ease mar!?2
32 Are .ou a0are of promot$ona% offers at Big Bazaar4 1If 5o, p%ease (o to -uest$on 5o+ 62
7es ? 5o ?
82 If .es, 0hat 0as the mode of #ommun$#at$on4
TV ? 5e0s Paper ? ,oard$n(s ?
62 D$d .ou not$#e9 hear a*out the promot$ona% offers today4
7es ? 5o ?
:2 ,o0 fre-uent%. .ou $s$t B$( Ba)aar
O##as$ona%%. ? On#e $n a month ? On#e $n a 0ee! ?
Da$%. ? As and 0hen re-u$red ?
;2 The Promot$ona% offers at Big Bazaar are attra#t$e and $ndu#e me to ma!e a pur#hase4
Stron(%. A(ree ? A(ree ? 5e$ther A(ree9 5or D$s/a(ree ? D$s/a(ree ? Stron(%. D$s/a(ree ?
pe#t promot$ona% offers4 1P%ease Ran! from s#a%e 3*e$n( h$(h
to : *e$n( %o0est2
C%oth$n( ? Gro#er$es ? E%e#tron$# $tems ? =urn$ture ?
?2 ,ae .ou aa$%ed an. offers dur$n( .our re#ent $s$ts4 1If 5o, p%ease (o to -uest$on 5o+ @2
7es ? 5o ?
A2 Bhat d$d .ou opt for4
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
D$s#ount offer ? =ree offer ?
@2 Do .ou #ommun$#ate offers at Big Bazaar to .our fr$ends9re%at$es4
7es ? 5o ?
3C2 Bhere do .ou f$nd the fo%%o0$n( *etter 1p%ease mar!?2
At Big Bazaar At other Retail shops
Pr$#e
Dua%$t.
Produ#t ran(e
Promot$ona% Offers
Am*$en#e
332 Do offers ma!e .ou fee% %$!e $s$t$n( Big Bazaar a(a$n4
7es ? 5o ?
!A"# $%&
BABASAB PATIL PROJECT REPORT OF MARKETING Page 8
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
E'E(&)*E +&,,AR$
Reta$%$n( $n Ind$a $s 0$tness$n( a hu(e reamp$n(+ Ind$a $s rated the f$fth most attra#t$e
emer($n( reta$% mar!et, est$mated to *e ESF 8CC *$%%$ons, of 0h$#h or(an$)ed reta$%$n(
1$+e+ modern trade2 ma!es up 6 per#ent or ESF / ma%%s and hu(e #omp%e>es offer shopp$n(,
enterta$nment and food a%% under one roof+ Reta$% p%a.ers hae a%read. tapped T$er/I #$t$es
and are enter$n( $nto T$er/II #$t$es $n Ind$a+ The (ro0th of reta$% se#tor $n Ind$a $s due to
fo%%o0$n( reasonsI
o Lo0 share of or(an$)ed reta$%$n(
o =a%%$n( rea% estate pr$#es
o In#rease $n d$sposa*%e $n#ome and #ustomer asp$rat$on
o In#rease $n e>pend$ture for %u>ur. $tems
o In#rease $n .oun( 0or!$n( popu%at$on
o ,$(h pa. pa#!ets, nu#%ear fam$%$es
=uture Group $s one of the Countr.Hs %ead$n( *us$ness (roups present $n reta$%, asset
mana(ement, #onsumer f$nan#e, $nsuran#e, reta$% med$a, reta$% spa#es and %o($st$#s+ The
(roupHs f%a(sh$p Compan., Panta%oon Reta$% 1Ind$a2 L$m$ted +Panta%oon Reta$% 1Ind$a2
BABASAB PATIL PROJECT REPORT OF MARKETING Page :
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
L$m$ted, $s Ind$aHs %ead$n( reta$%er that operates mu%t$p%e reta$% formats $n *oth the a%ue
and %$fest.%e se(ment of the Ind$an #onsumer mar!et+ The Compan. operates oer ?
m$%%$on s-uare feet of reta$% spa#e, has oer 3CCC stores a#ross ;3 #$t$es $n Ind$a and
emp%o.s oer 8:,CCC peop%e+ The #ompan.Hs %ead$n( formats $n#%ude Panta%oons, a #ha$n
of fash$on out%ets, B$( Ba)aar, a un$-ue%. Ind$an h.permar!et #ha$n, =ood Ba)aar, a
supermar!et #ha$n, Some of $ts other formats $n#%ude, Depot, Shoe =a#tor., Brand
=a#tor., B%ue S!., =ash$on Stat$on, aLL, Top 3C, mBa)aar and Star and S$tara+ The
Compan. a%so operates an on%$ne porta%, future*a)aar+#om+ Panta%oon Reta$% 0as re#ent%.
a0arded the Internat$ona% Reta$%er of the 7ear 8CC? *. the ES/*ased 5at$ona% Reta$%
=ederat$on 15R=2+
PROMOTIO5AL O==ERS
BABASAB PATIL PROJECT REPORT OF MARKETING Page ;
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Mean$n(
Promot$on $s an $mportant mar!et$n( for#e that pro$des e>tra $n#ent$es to a#h$ee sa%es+
Promot$on $s an $mportant mar!et$n( too% as #ompared to adert$sements and sa%es for#e+
Promot$on $s *oth short term and %on( term a#t$$t$es #arr$ed+
R%-E %. PR%,%)%"
? Promot$ons are an e>treme%. a%ua*%e too% for the mar!et$n( of *rands+
? L$!e a%% other too%s, promot$ons #an ma!e a a%ua*%e #ontr$*ut$on to mar!et$n(
0hen the. are proper%. used+
? Promot$ons are offered to the #ustomers to (et the sa%es and to $n#rease the$r
mar!et share
? The short term promot$ons are to0ards $n#reas$n( the sa%es and the %on( term
sa%es are to0ards $n#reas$n( the #ustomer *ase+
B,E5 TO ESE PROMOTIO5
? A *rands -ua%$t. $s $nfer$or to #ompet$t$on
? A *rands adert$s$n( $s not as persuas$e as #ompet$t$e
? A ne0 *rand $s *e$n( $ntrodu#ed
BABASAB PATIL PROJECT REPORT OF MARKETING Page <
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
The Be%(aum popu%at$on $s e>per$en#$n( the ne0 trend of shopp$n(+ B$( Ba)aar $s !no0n
for $ts promot$ons +Th$s sure. 0as #ondu#ted to stud. the “Effectiveness of
Promotional offers at Big Bazaar, Belgaum”.
The ma$n o*"e#t$es to #arr. out these top$#s at B$( Ba)aar are as fo%%o0sI
? To test the effe#t$eness of the #ommun$#at$on of the offers to the #onsumers
? To test the a0areness %ee% amon( pu*%$# 0$th respe#t to offers of B$( Ba)aar
? To assess the attra#t$eness of the offers to #ustomers at B$( Ba)aar
? To f$nd out the #ompet$t$e d$fferen#es of B$( Ba)aar 0$th other Reta$%
#ompet$tors+
SAMPLI5G
Data Sour#e I Pr$mar. Data
1=rom -uest$onna$re and persona%
$ntera#t$on2
Se#ondar. data JBe*s$te,
Resear#h approa#h I Sure. method
Resear#h Instrument I Duest$onna$re
Samp%e p%an I Persona% Inter$e0
Samp%e un$t I Customers of B$( Ba)aar
Samp%$n( method I Conen$en#e samp%$n(
Samp%e S$)e I 8;C #ustomers
BABASAB PATIL PROJECT REPORT OF MARKETING Page ?
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)"/&+R$ PR%.)-E
BABASAB PATIL PROJECT REPORT OF MARKETING Page A
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Retail +ector in )ndia
Reta$% $s *oom$n( se#tor $n Ind$a+ Reta$%, one of Ind$aHs %ar(est $ndustr$es, has present%.
emer(ed as one of the most d.nam$# and fast pa#ed $ndustr$es 0$th seera% p%a.ers
enter$n( the mar!et+ Reta$% A##ounts for oer 3C per #ent of the #ountr.Hs GDP and
around e$(ht per #ent of the emp%o.ment $n Ind$a+
As the #ontemporar. reta$% se#tor $n Ind$a $s ref%e#ted $n spra0%$n( shopp$n( #enters,
mu%t$p%e>/ ma%%s and hu(e #omp%e>es offer shopp$n(, enterta$nment and food a%% under
one roof, the #on#ept of shopp$n( has a%tered $n terms of format and #onsumer *u.$n(
*eha$or, usher$n( $n a reo%ut$on $n shopp$n( $n Ind$a+ Th$s has a%so #ontr$*uted to %ar(e
s#a%e $nestments $n the rea% estate se#tor 0$th ma"or nat$ona% and (%o*a% p%a.ers
$nest$n( $n dee%op$n( the $nfrastru#ture and #onstru#t$on of the reta$%$n( *us$ness+ The
trends that are dr$$n( the (ro0th of the reta$% se#tor $n Ind$a are
• Lo0 share of or(an$)ed reta$%$n(
• =a%%$n( rea% estate pr$#es
• In#rease $n d$sposa*%e $n#ome and #ustomer asp$rat$on
• In#rease $n e>pend$ture for %u>ur. $tems
Another #red$*%e fa#tor $n the prospe#ts of the reta$% se#tor $n Ind$a $s the $n#rease $n the
.oun( 0or!$n( popu%at$on+ In Ind$a, h$(h pa./pa#!ets, nu#%ear fam$%$es $n ur*an areas,
a%on( 0$th $n#reas$n( 0or!$n(/0omen popu%at$on and emer($n( opportun$t$es $n the
ser$#es se#tor+ These !e. fa#tors hae *een the (ro0th dr$ers of the or(an$)ed reta$%
se#tor $n Ind$a+
BABASAB PATIL PROJECT REPORT OF MARKETING Page @
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
The reta$%$n( #onf$(urat$on $n Ind$a $s fast dee%op$n( as shopp$n( ma%%s are $n#reas$n(%.
*e#om$n( fam$%$ar $n %ar(e #$t$es+ Bhen $t #omes to dee%opment of reta$% spa#e spe#$a%%.
the ma%%s, the T$er II #$t$es are no %on(er *eh$nd $n the ra#e+
Ind$a $s *e$n( seen as a potent$a% (o%dm$ne for reta$% $nestors from oer the 0or%d and
Ind$a has the top dest$nat$on for reta$%ers for an attra#t$e emer($n( reta$% mar!et+ Ind$aHs
ast m$dd%e #%ass and $ts a%most untapped reta$% $ndustr. are !e. attra#t$ons for (%o*a%
reta$% ($ants 0ant$n( to enter ne0er mar!ets+ Een thou(h Ind$a has 0e%% oer ; m$%%$on
reta$% out%ets, the #ountr. sore%. %a#!s an.th$n( that #an resem*%e a reta$%$n( $ndustr. $n
the modern sense of the term+ Th$s presents $nternat$ona% reta$%$n( spe#$a%$sts 0$th a (reat
opportun$t.+ The or(an$)ed reta$% se#tor $s e>pe#ted to (ro0 stron(er than GDP (ro0th $n
the ne>t f$e .ears dr$en *. #han($n( %$fest.%es, *ur(eon$n( $n#ome and faora*%e
demo(raph$# out%$ne+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3C
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
./) in Retail +ector
Reta$%$n( $s the %ar(est pr$ate se#tor $ndustr. $n the 0or%d e#onom. 0$th the (%o*a%
$ndustr. s$)e e>#eed$n( Fp%or$n( the aenues for mu%t$/*rand se(ment+
The Goernment $s see!$n( for these opt$ons !eep$n( $n $e0 the e>$st$n( so#$a%
frame0or! of Ind$a and the 0$%% ensure that the entr. of (%o*a% reta$% ($ants do not
d$sp%a#e the e>$st$n( emp%o.ment $n the reta$% *us$ness+
Industr. e>perts are sens$t$e to the po$nt that %o#a% mar!ets hae an ed(e oer the reta$%
$nestors $n Ind$a as the. hae un$-ue adanta(es su#h as an understand$n( of %o#a% needs
and e>tended ser$#e %$!e home de%$er.+ As the =DI $nf%uen#e on the Ind$an reta$% se#tor
sets $n, the tota% s$)e of the reta$% trade $s e>pe#ted to (ro0 e>tens$e%. $n the #om$n(
.ears and the #onsumer se(ments patron$)$n( the *$( ma%%s 0$%% #reate fren). for
or(an$)ed reta$%$n( pred$#t$n( a (ro0th of 8;/6C per #ent per annum oer the ne>t de#ade+
Moreoer, Ind$an reta$% #ha$ns 0ou%d (et $nte(rated 0$th (%o*a% supp%. #ha$ns s$n#e =DI
0$%% *r$n( $n te#hno%o(., -ua%$t. standards and mar!et$n( there*., %ead$n( to ne0
e#onom$# opportun$t$es and #reat$n( more emp%o.ment (enerat$on+
Industr. trends for reta$% se#tor $nd$#ate that or(an$)ed reta$%$n( has ma"or $mpa#t $n
#ontro%%$n( $nf%at$on *e#ause %ar(e or(an$)ed reta$%ers are a*%e to *u. d$re#t%. from
produ#ers at most #ompet$t$e pr$#es+ Bor%d Ban! attr$*utes the open$n( of the reta$%
se#tor to =DI to *e *enef$#$a% for Ind$a $n terms of pr$#e and aa$%a*$%$t. of produ#ts as $t
0ou%d ($e a *oost to food produ#ts, te>t$%es and (arments, %eather produ#ts, et#+, to
*enef$t from %ar(e/s#a%e pro#urement *. $nternat$ona% #ha$nsK $n turn, #reat$n( "o*s
opportun$t$es at ar$ous %ee%s+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 33
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(%,PA"$ PR%.)-E
BABASAB PATIL PROJECT REPORT OF MARKETING Page 38
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
.uture 0roup
=uture Group $s one of the #ountr.Hs %ead$n( *us$ness (roups present $n reta$%, asset
mana(ement, #onsumer f$nan#e, $nsuran#e, reta$% med$a, reta$% spa#es and %o($st$#s+ The
(roupHs f%a(sh$p #ompan., Panta%oon Reta$% 1Ind$a2 L$m$ted operates oer ? m$%%$on
s-uare feet of reta$% spa#e, has oer 3CCC stores a#ross ;6 #$t$es $n Ind$a and emp%o.s
oer 8;,CCC peop%e+ Some of $ts %ead$n( reta$% formats $n#%ude, Panta%oons, B$( Ba)aar,
Centra%, =ood Ba)aar, ,ome To0n, eLone, Depot, =uture Mone. and on%$ne reta$%
format, future*a)aar+#om+
=uture Group #ompan$es $n#%udes, =uture Cap$ta% ,o%d$n(s, =uture Genera%$ Ind$a Indus
Lea(ue C%oth$n( and Ga%a>. Enterta$nment that mana(es Sports Bar, Bre0 Bar and
Bo0%$n( Co+
The (roupHs "o$nt enture partners $n#%ude Ita%$an $nsuran#e ma"or, Genera%$, =ren#h
reta$%er ETAM (roup, ES/*ased stat$onar. produ#ts reta$%er, Stap%es In# and EK/*ased
Lee Cooper and Ind$a/*ased Ta%0a%!arHs, B%ue =oods and L$*ert. Shoes+
=uture GroupHs $s$on $s to, &de%$er Eer.th$n(, Eer.0here, Eer.t$me to Eer. Ind$an
Consumer $n the most prof$ta*%e manner+' The (roup #ons$ders MInd$an/nessH as a #ore
a%ue and $ts #orporate #redo $s / Re0r$te ru%es, Reta$n a%ues+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 36
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
CORPORATE STATEME5T
.uture 0roup ,anifesto
&=uture' J the 0ord 0h$#h s$(n$f$es opt$m$sm, (ro0th, a#h$eement, stren(th, *eaut.,
re0ards and perfe#t$on+ =uture en#oura(es to e>p%ore areas .et une>p%ored, 0r$te ru%es
.et un0r$ttenK #reate ne0 opportun$t$es and ne0 su##esses+ To str$e for a (%or$ous future
*r$n(s to us our stren(th, our a*$%$t. to %earn, un%earn and re/%earn, our a*$%$t. to eo%e+
=uture Group 0$%% not 0a$t for the =uture to unfo%d $tse%f *ut #reate future s#enar$os $n
the #onsumer spa#e and fa#$%$tate #onsumpt$on *e#ause #onsumpt$on $s dee%opment+
There*., 0$%% effe#t so#$o/e#onom$# dee%opment for our #ustomers, emp%o.ees,
shareho%ders, asso#$ates and partners+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3:
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
0roup *ision
=uture Group sha%% de%$er Eer.th$n(, Eer.0here, Eer. t$me for Eer. Ind$an
Consumer $n the most prof$ta*%e manner+
0roup ,ission
The (roup shares the $s$on and *e%$ef that the$r #ustomers and sta!eho%ders sha%% *e
sered on%. *. #reat$n( and e>e#ut$n( future s#enar$os $n the #onsumpt$on spa#e %ead$n(
to e#onom$# dee%opment+
The (roup 0$%% *e the trendsetters $n eo%$n( de%$er. formats, #reat$n( reta$% rea%t.,
ma!$n( #onsumpt$on afforda*%e for a%% #ustomer se(ments J for #%asses and for masses+
The (roup sha%% $nfuse Ind$an *rands 0$th #onf$den#e and rene0ed am*$t$on+
The (roup sha%% *e eff$#$ent, #ost/#ons#$ous and #omm$tted to -ua%$t. $n 0hateer *een
done+
The (roup sha%% ensure that pos$t$e att$tude, s$n#er$t., hum$%$t. and un$ted determ$nat$on
sha%% *e the dr$$n( for#e to *e su##essfu%+
(ore *alues
? Ind$annessI Conf$den#e $n ourse%es+
? Leadersh$pI To *e a %eader, *oth $n thou(ht and *us$ness+
? Respe#t N ,um$%$t.I To respe#t eer. $nd$$dua% and *e hum*%e $n our #ondu#t+
? Introspe#t$onI Lead$n( to purposefu% th$n!$n(+
? OpennessI To *e open and re#ept$e to ne0 $deas, !no0%ed(e and $nformat$on+
? Va%u$n( and 5urtur$n( Re%at$onsh$psI To *u$%d %on( term re%at$onsh$ps+
? S$mp%$#$t. N Pos$t$$t.I S$mp%$#$t. and pos$t$$t. $n our thou(ht, *us$ness+
? Adapta*$%$t.I To *e f%e>$*%e and adapta*%e, to meet #ha%%en(es+
COMPA57 TIMELI5E
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3;
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
,a1or ,ilestones
2345 Compan. $n#orporated as Man) Bear Pr$ate L$m$ted+ Laun#h of Panta%oons
trouser, Ind$aHs f$rst forma% trouser *rand+
2332 Laun#h of BARE, the Ind$an "eans *rand+
2336 In$t$a% pu*%$# offer 1IPO2 0as made $n the month of Ma.+
2337 The Panta%oon Shoppe J e>#%us$e mens0ear store $n fran#h$see format
%aun#hed a#ross the nat$on+ The #ompan. starts the d$str$*ut$on of *randed
(arments throu(h mu%t$/*rand reta$% out%ets a#ross the nat$on+
2338 Oohn M$%%er J =orma% sh$rt *rand %aun#hed+
2335 Panta%oons J Ind$aHs fam$%. store %aun#hed $n Ko%!ata+
6992 B$( Ba)aar, MIs se sasta aur a##ha !ah$ nah$nH / Ind$aHs f$rst h.permar!et
#ha$n %aun#hed+
6996 =ood Ba)aar, the supermar!et #ha$n $s %aun#hed+
6997 Centra% J MShop, Eat, Ce%e*rate In The ,eart Of Our C$t.H / Ind$aHs f$rst
seam%ess ma%% $s %aun#hed $n Ban(a%ore+
6998 =ash$on Stat$on / the popu%ar fash$on #ha$n $s %aun#hed
aLL J Ma %$tt%e %ar(erH / e>#%us$e stores for p%us/s$)e $nd$$dua%s $s %aun#hed
699: =uture Cap$ta% ,o%d$n(s, the #ompan.Hs f$nan#$a% arm %aun#hes rea% estate
funds Ksh$t$" and ,or$)on and pr$ate e-u$t. fund Ind$$s$on+ P%ans fora.s
$nto $nsuran#e and #onsumer #red$t+
Mu%t$p%e reta$% formats $n#%ud$n( Co%%e#t$on $, =urn$ture Ba)aar, Shoe
=a#tor., ELone, Depot and future*a)aar+#om are %aun#hed a#ross the nat$on+
Group enters $nto "o$nt enture a(reements 0$th ETAM Group and Genera%$+
BOARD O= DIRECTORS
,r. #ishore Biyani, ,anaging /irector
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3<
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
K$shore B$.an$ $s the Mana($n( D$re#tor of Panta%oon Reta$% 1Ind$a2 L$m$ted and the
Group Ch$ef E>e#ut$e Off$#er of =uture Group+
,r. 0opi;ishan Biyani, per$en#e $n the te>t$%e *us$ness+
,r. Ra;esh Biyani, ports+ ,e has *een $nstrumenta% $n the
$mp%ementat$on of the ar$ous ne0 reta$% formats+
,r. *ed Pra;ash Arya, /irector
Ved Pra!ash Ar.a, $s an en($neer *. tra$n$n( and $s a (raduate of the Ind$an Inst$tute of
Mana(ement, Ahmeda*ad+ Pr$or to "o$n$n( Panta%oon Reta$%, he 0as the CEO of G%o*us+
,r. +hailesh !ari=ha;ti, )ndependent /irector
Shr$ Sha$%esh ,ar$*ha!t$, $s a Chartered A##ountant, Cost A##ountant, and a Cert$f$ed
Interna% Aud$tor+ ,e $s the Deput. Mana($n( Partner of ,ar$*ha!t$ N Co+, Chartered
A##ountants and past pres$dent of Ind$an mer#hant Cham*ers+ ,e $s on the Board of
seera% Pu*%$# L$m$ted Compan$es, $n#%ud$n( Ind$an Petro#hem$#a%s Corporat$on Ltd+,
Am*u"a Cement Eastern Ltd+ et#+ ,e $s on the Board of Compan. s$n#e Oune 3, 3@@@+
,r. + /ores>amy, )ndependent /irector
S+ Dores0am., $s a former Cha$rman and Mana($n( D$re#tor of Centra% Ban! of Ind$a
and seres on the *oard of DSP Merr$%% L.n#h Trustee Co and Ceat L$m$ted amon(
PA"A-%%"+ .%RE RA$
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3?
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
2. /epot
Boo;s, ,usic ? 0ifts
Depot $s one of the .oun(est *rands from the Panta%oon sta*%e and $s a tr$*ute to our
freedom of thou(ht, spee#h and e>press$on shared $n a noe% fash$on 0$th #ustomers
as *oo!s, mu%t$med$a, to.s, stat$onar. and ($fts+
At Depot, *oo! %oers are offered a ran(e of *oo!s that meet the needs and preferen#e
of eer. a(e (roup+ =rom f$#t$on to (enera% referen#e, mana(ement and #h$%drenHs
mater$a%, .ou 0$%% f$nd $t a%% at Depot+ Mus$# *uffs are $n$ted to se%e#t from a 0$de
#ate(or. of mus$# CDs and #assettes+
6. .uture=azaar.com
=uture*a)aar+#om offers the 0$dest ran(e of produ#ts at M%o0est pr$#es J eer.da.PH
,a$n( p$oneered the reta$%$n( *us$ness $n Ind$a, =uture*a)aar+#om has no0 de#$ded
to reo%ut$on$)e the #onsumer e/#ommer#e *us$ness $n Ind$a+ It $ntends to pro$de
#ustomers 0$th a stream%$ned, eff$#$ent and 0or%d #%ass persona%$)ed shopp$n(
e>per$en#e, 0h$#h 0$%% *e supported 0$th the *est te#hno%o(. p%atform+
=uture Ba)aar has *een named as the Best Ind$an Be*s$te 8CC? $n the Shopp$n(
#ate(or. *. PC Bor%d+
=uture Ba)aar 0on the top spot after *eat$n( other esta*%$shed p%a.ers %$!e Red$ff,
Ind$at$mes, S$f., e*a., Ind$ap%a)a, Chenna$ Ba)aar and Ind$a Ma%%+ The a0ard 0as
presented to =uture Ba)aar for $ts Qde#ent, no/nonsense approa#h, 0h$%e pro$d$n( a
(ood shopp$n( e>per$en#eQ+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3A
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
@. "avaras
5aaras, a f$ne 88 #arat pure (o%d and d$amond "e0e%%er. *rand, $s reta$%ed from B$(
Ba)aar stores+=uture Group has reo%ut$on$)ed the Ind$an "e0e%%er. mar!et 0$th the
%aun#h of 5aaras, 0h$#h offers *randed, pure and des$(n d$fferent$ated "e0e%%er. at
#ompet$t$e pr$#es $n a h.permar!et set/up $n %$ne 0$th the eo%$n( *u.$n( *eha$our of
#onsumers+ The rat$ona%e *eh$nd th$s $s that 0$th h$(her d$sposa*%e $n#omes, for
#onsumers toda. (o%d and other "e0e%%er. pur#hases too hae *e#ome $mpu%s$e *u.$n(
a#t$$t$es+ ,en#e, 5aaras 0$th$n B$( Ba)aar+ 5aaras offers a #omp%ete f$ne "e0e%%er.
shopp$n( e>per$en#e, desp$te *e$n( 0$th$n the #onf$nes of a h.per mar!et+
:+ %P 29
Top 3C, the #oo% offer$n( from =uture Group, offers the %atest $n fash$on and st.%e+ Th$s
format $s *ased on the #on#ept of the eer popu%ar #ountdo0n sho0s, 0here the trend$est
st.%es (et ran!ed from 3 to 3CK the h$(hest se%%$n( $tem (ets the h$(hest ran!$n(P
Keep$n( pa#e 0$th fast #han($n( fash$on needs, Top 3C stores empo0ers the .outh to
ma!e a d$st$n#t$e fash$on statement throu(h eas$%. afforda*%e appare% #o%%e#t$ons and
a##essor$es+
Top 3C stores sto#! a 0$de ran(e of Messa(e Tees , =ash$on Tees ,Coo% Tees 1for (u.s
and (a%s2, #asua%s, #ar(oes, sports 0ear N s!$rts+ A un$-ue offer$n( of th$s format are
TAsh$rts 0$th #o%%e(e names pr$nted on them, 0here$n one #an ote for oneHs #o%%e(e
name and (et oneHs #o%%e(e name produ#ts #ustom/made+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3@
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
;+ ulsi
he medical =azaar
Tu%s$ the Med$#$ne Ba)aar $s a pharma#. housed 0$th$n B$( Ba)aars and =ood Ba)aars at
oer 6; %o#at$ons a%% oer Ind$a +
A$m$n( to offer outstand$n( profess$ona% ser$#e from a #ar$n( and fr$end%. en$ronment+
Be are prepared to (o the e>tra m$%e or pro$de that %$tt%e e>tra (u$dan#e and to #are for
.our needs throu(h our ,ea%th#are en-u$r. s.stem+
:. ,r. R)0!
=uture Ser$#es *r$n(s Mr+ R$(ht / a re%$a*%e resour#e 0ho $s a%0a.s read. to perform an.
tas! or attend to an. re-u$rement+ =or the er. f$rst t$me $n Ind$a Be $t f$>$n( p%um*$n( to
pro$d$n( ser$ous f$nan#$a% ad$#e, no "o* $s too *$( or sma%%+
Mr+ R$(ht $s en$sa(ed to *e a one stop so%ut$on for a%% the ser$#e needs and 0$%% offer
ar$ous $nnoat$e ser$#es+ Mr+ R$(ht 0$%% operate $n the fo%%o0$n( ser$#e #ate(or$es /
Et$%$t. ser$#es, ,ome Improement, Trae%, Eent N Bedd$n( P%ann$n(, Beaut. N
Be%%ness and Ad$sor. Ser$#es+ Current%. offer$n( ser$#es %$!e ,ome C%ean$n(, Pest
Contro%, Trae% N ,e%pmate+ Soon to %aun#h Astro%o(., Shoe %aundr., ,e%pRhome
BABASAB PATIL PROJECT REPORT OF MARKETING Page 8C
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
?+ Pantaloons .resh fashion
Panta%oons =resh =ash$on stands out as a fash$on trendsetter, on the %$nes of ho0 fash$on
$s fo%%o0ed $nternat$ona%%.+ The M%oo!H and M0hatHs $nH toda. for the season $s sa#rosan#t+
Panta%oons ta!es $ts prom$se of Sfresh fash$onS er. ser$ous%. ma!$n( aa$%a*%e to $ts
#ustomers the %atest $n fash$on eer. 0ee!P
A%% Panta%oons stores ref%e#t the ne0 $deo%o(. // =resh =ee%$n(, =resh Att$tude, =resh
=ash$on+ The stores offer fresh #o%%e#t$ons and are $sua%%. st$mu%at$n( than!s to
appea%$n( $nter$ors and attra#t$e produ#t d$sp%a.P
The f$rst Panta%oons 0as opened $n Gar$ahat $n 3@@?+ Oer the .ears, $t has under(one
seera% trans$t$ons+ Bhen $t 0as f$rst %aun#hed, th$s store most%. so%d e>terna% *rands+
Gradua%%., $t started reta$%$n( a m$> of e>terna% *rands 0h$%e at the same t$me $ntrodu#ed
$ts o0n pr$ate *rands+ In$t$a%%. pos$t$oned as a fam$%. store, $t f$na%%. eered to0ards
*e#om$n( a fash$on store 0$th an emphas$s on S.outhS and #%ear fo#us on Mfresh fash$onH+
8. a--
aLL houses a 0$de ran(e of read./to/0ear fash$ona*%e #%othes and a##essor$es that are
other0$se not eas$%. aa$%a*%e for p%us s$)e #ustomers+ aLL *r$n(s forth a 0$de #o%%e#t$on
of st.%$sh #%oth$n( to se%e#t from, *e $t Bestern 0ear, Indo/0estern or Ethn$# 0ear $n *oth
=orma% and Casua% #ate(or$es+ aLL a%so offers mat#h$n( a##essor$es %$!e *e%ts, t$es, and
hand*a(s $n a perfe#t s$)e and f$t. The stores are aesthet$#a%%. and sens$t$e%. des$(ned to
#ater to th$s n$#he set of #ustomers 0ho %oe the open 0$de spa#es, #%ean #ut %$nes, paste%
#o%ours that ma!e up the $n$t$n( store %a.out and the een more remar!a*%e #ustomer
fr$end%. staff that are present to ass$st them $n eer. 0a.+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 83
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
3. (entral
Laun#hed $n Ma.SC: at Ban(a%ore, Centra% $s a sho0#ase, seam%ess ma%% and the f$rst of
$ts !$nd $n Ind$a+ The thou(ht *eh$nd th$s p$oneer$n( #on#ept 0as to ($e #ustomers an
uno*stru#ted and a pure shopp$n( e>per$en#e and to ensure the *est *rands $n the Ind$an
mar!et are made aa$%a*%e to the d$s#ern$n( Ind$an #ustomer+
Centra% offers eer.th$n( for the ur*an asp$rat$ona% shopper to shop, eat and #e%e*rate+
Lo#ated $n the heart of the #$t., Centra% *e%$ees $ts #ustomers shou%d not hae to trae%
%on( d$stan#es to rea#h usK $nstead 0e must *e present 0here #ustomers fre-uent%. $s$t+
Centra% houses oer 6CC *rands a#ross #ate(or$es, su#h as appare%, foot0ear and
a##essor$es for 0omen, men, #h$%dren and $nfants, apart from a 0ho%e ran(e of Mus$#,
Boo!s, Coffee Shops, =ood Courts, Super Mar!ets 1=ood Ba)aar2, =$ne D$n$n(
Restaurants, Pu*s and D$s#othe-ues+ The ma%% a%so has a separate se#t$on for ser$#es
su#h as Trae%, =$nan#e, Inestment, Insuran#e, Con#ert9C$nema T$#!et Boo!$n(, B$%%
Pa.ments and other m$s#e%%aneous ser$#es+ In add$t$on, Centra% houses Centra% S-uare,
a ded$#ated spa#e for produ#t %aun#hes, $mpromptu eents, dar$n( d$sp%a.s, e>#$t$n(
sho0s, and art e>h$*$t$ons+
10. .ashion +tation
=ash$on Stat$on $s the #ompan.Ss offer$n( from the$r a%ue reta$% p%atform+ A themat$#
store, =ash$on Stat$on $s an attempt to offer fash$on for0ard produ#ts to the mass mar!et+
Ca%%ed a f$rst of $ts !$nd fash$on dest$nat$on, =ash$on Stat$on houses a 0$de se%e#t$on of
trend. appare%s+ The ESP of the store $s S=ash$on that f$ts .our *ud(etS, 0h$#h trans%ates to
(reat dea%s on appare% N a##essor$es for Men, Bomen and Ch$%dren+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 88
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
22. .ood Bazaar
=ood Ba)aar $n$tes .ou for a shopp$n( e>per$en#e, un$-ue *. $ts am*$en#e+ At =ood
Ba)aar .ou 0$%% f$nd a h$therto unseen *%end of a t.p$#a% Ind$an Ba)aar and
Internat$ona% supermar!et atmosphere+
=%a((ed off $n Apr$%HC8, =ood Ba)aar $s a #ha$n of %ar(e supermar!ets 0$th a
d$fferen#e, 0here the *est of Bestern and Ind$an a%ues hae *een put to(ether to
ensure .our sat$sfa#t$on and #omfort 0h$%e shopp$n(+
The 0estern a%ues of #onen$en#e, #%ean%$ness and h.($ene are offered throu(h pre
pa#!ed #ommod$t$es and the Ind$an a%ues of QSee/Tou#h/=ee%Q are offered throu(h
the &*a)aar/%$!e' atmosphere #reated *. d$sp%a.$n( stap%es out $n the open, a%% at er.
e#onom$#a% and afforda*%e pr$#es 0$thout an. #omprom$se on -ua%$t.+
26. Blue +;y
B%ue S!. $s a nat$ona% #ha$n of stores offer$n( a 0$de se%e#t$on of *randed and pr$ate
%a*e% sun(%asses and 0at#hes+ B%ue S!. has *een des$(ned to address an e>#$t$n( and
(ro0$n( mar!et for a##essor$es+ Customers (et a 0$de and $nterest$n( #o%%e#t$on of
fash$on *rands from a#ross the 0or%d.
2@. +tar ? +itara
BABASAB PATIL PROJECT REPORT OF MARKETING Page 86
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Star N S$tara, a un$-ue *eaut. sa%on for men and 0omen, $ntrodu#es man. ne0 features
and produ#ts for the f$rst t$me $n Ind$a+ At Star N S$tara 0e a$m to demo#rat$se sa%on
ser$#es for eas. a##ess to a%% and de%$er -ua%$t. ser$#e at er. afforda*%e pr$#es+ Star
N S$tara eo!es a theme of Bo%%.0ood and prom$ses to ma!e .ou a Star 1S$tara $n
,$nd$2 The spa#e, dT#or, %$(ht$n( $s rem$n$s#ent of mo$es and 0$%% transport .ou from
the ord$nar. 0or%d to that of the Mree%H 0or%d+
Star N S$tara pro$des a%% s!$n and ha$r re%ated *eaut. ser$#e+ The sa%on $s spa#$ous and
the atmosphere re%a>ed+ Men, 0omen and #h$%dren #an eas$%. f$nd a ser$#e to #ater to
the$r need+ But the fo#a% and n$#he e%ement of our sa%on $s the afforda*%e and attra#t$e
pr$#$n(+
14. Big Bazaar
B$( Ba)aar $s not "ust another h.permar!et+ It #aters to eer. need of .our fam$%.+
Bhere B$( Ba)aar s#ores oer other stores $s $ts a%ue for mone. propos$t$on for the
Ind$an #ustomers+
At B$( Ba)aar, .ou 0$%% def$n$te%. (et the *est produ#ts at the *est pr$#es / thatHs 0hat
0e (uarantee+ B$th the eer $n#reas$n( arra. of pr$ate %a*e%s, $t has opened the doors
$nto the 0or%d of fash$on and (enera% mer#hand$se $n#%ud$n( home furn$sh$n(s,
utens$%s, #ro#!er., #ut%er., sports (oods and mu#h more at pr$#es that 0$%% surpr$se .ou+
And th$s $s "ust the *e($nn$n(+ B$( Ba)aar p%ans to add mu#h more to #omp%ete .our
shopp$n( e>pere$n#e+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 8:
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)"R%/&()%" %. %P)(
itle of Pro1ectB “Effectiveness of Promotional offers at Big Bazaar, Belgaum”
,eaning
BABASAB PATIL PROJECT REPORT OF MARKETING Page 8;
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Promot$on $s an $mportant mar!et$n( for#e that pro$des e>tra $n#ent$es for short term
sa%es+ Promot$on p%a.s an $mportant ro%e 0$th adert$sements and se%%$n( efforts+
he role and mechanics of promotion
Promot$ons are an e>treme%. a%ua*%e too% for the mar!et$n( of (oods+ L$!e a%% other
too%s, promot$ons #an ma!e a a%ua*%e #ontr$*ut$on to mar!et$n(+
Promotion functionI The fun#t$on of promot$on $s to a##e%erate a#t$on stated *. other
mar!et$n( a#t$$t$es+ Promot$on a#ts as a #ata%.st to a##e%erate a#t$on, pr$mar$%. on the
part of the #onsumer+ It supp%ements, *ut $s not a su*st$tute for, adert$s$n( and se%%$n(
efforts+
Promot$on a##e%erates a#t$on *. #han($n( the pr$#e J a%ue re%at$onsh$p of the *rand
Eer. produ#t has an esta*%$shed a%ue $n the m$nds of the #onsumer+ Th$s $s 0hat the
#onsumer $s norma%%. 0$%%$n( to e>pend 1$n mone.2 for 0hat he (ets, or th$n!s *e (ets,
0hen he *u.s the produ#t+
Promot$on #han(es th$s pr$#e/a%ue re%at$onsh$p to the po$nt 0here the $nd$$dua% $s
st$mu%ated to ta!e a des$red a#t$on+ It does th$s $n most #ases e$ther *. %o0er$n( the pr$#e
or *. $n#reas$n( the a%ue of the produ#t or *oth
pend$tures, ho0eer, #an *e #ut *a#! to %ee%s that (enerate opt$mum prof$ts J so %on(
as the *rand #ont$nues to represent super$or a%ue for the pr$#e+
/eclining BrandB A mature, sta*%e *rand ma. need $n#reased promot$ona% support as
#ompet$t$on *e($ns to mat#h $t $n produ#t -ua%$t. and $n the persuas$eness of $ts
adert$s$n( #op., or as the *rand rea#hes $ts natura% fran#h$se %ee%+ Bhen th$s happens,
Gro0th #eases, sa%es and share %ee% off+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 8A
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
A de#%$n$n( *rand ma. need mu#h hea$er promot$on support as $t *e#omes o%d and out/
dated *. ne0 or $mproed #ompet$t$e *rands+ Efforts to $mproe the *randHs -ua%$t. and
$ts adert$s$n( #op. to e-ua% #ompet$t$on ma. hae *een unsu##essfu%+ In#reas$n( the
adert$s$n( appropr$at$on ma. not he%p J and ma., $n fa#t, mere%. redu#e prof$ts+
MAOOR T7PES O= CESTOMER PROMOTIO5S
3+Samp%$n(I D$str$*ut$on of free spe#$a% or re(u%ar s$)e pa#!a(e to #onsumers
BABASAB PATIL PROJECT REPORT OF MARKETING Page 8@
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
8+Coupon$n(I D$str$*ut$on of #ert$f$#ates 0$th a stated monetar. or mer#hand$)e a%ue
0h$#h the #onsumer redeems throu(h a reta$%er to0ards the pur#hase of the
spe#$f$ed $tem+
6+ Demonstrat$onsI An $%%ustrat$on or demonstrat$on of ho0 a produ#t $s prepared
and9or used, fre-uent%. $no%$n( #onsumer tast$n( of food produ#ts and usua%%.
$no%$n( the presen#e of a home e#onom$st or other tra$ned representat$e+
:+ Pr$#e pa#!sI Offers to #onsumers of sa$n(s off the re(u%ar pr$#e of a produ#t,
f%a((ed on the %a*e%+ E>I A redu#ed pr$#e pa#!s+
;+ =ree tr$a%sI In$t$n( #ustomers for free tr$a%s of produ#ts 0$thout #ost+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 6C
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
RE+EAR(! ,E!%/%-%0$
)-E %. !E PR%DE(
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 63
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
OBOECTIVES
? To test the effe#t$eness of the #ommun$#at$on of the offers to the #onsumers
? To test the a0areness %ee% amon( pu*%$# 0$th respe#t to offers of B$( Ba)aar
? To assess the attra#t$eness of the offers to #ustomers at B$( Ba)aar
? To f$nd out the #ompet$t$e d$fferen#es of B$( Ba)aar 0$th other Reta$%
#ompet$tors+
RE+EAR(! ,E!%/%-%0$
/ata +ource B Primary /ata
E.rom Fuestionnaire and personal
interactionG
+econdary data H
+ample unit B (ustomers of Big Bazaar
+ampling method B (onvenience sampling
+ample +ize B 689 customers
/&RA)%" %. PR%DE(
Durat$on of the Pro"e#t 3C
th
De# 8CC? to 8?
th
Apr$% 8CCA+
-),AA)%" %. +&/$
• Customers d$d not respond, so I had to f$nd man. #ustomers for sure.
!$P%!E+)+ E++
BABASAB PATIL PROJECT REPORT OF MARKETING Page 68
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
32 ,.pothes$s test$n( for attra#t$eness of #ustomers to offers and $ndu#ement for
pur#hase
,OI More than
Questionnaire
Dear Respondents,
I B S PATIL student of MBA IV semester ,BEC DOMS BAGALKOT
hae underta!en a pro"e#t t$t%ed &Effe#t$eness of Promot$ona% offers' at B$( Ba)aar,
*e%(aum+ ,en#e I re-uest .our !$nd #o/operat$on *. spar$n( .our pre#$ous t$me $n
ans0er$n( the fo%%o0$n( -uest$ons and pro$d$n( $nformat$on+
1P%ease mar!?2
32 Are .ou a0are of promot$ona% offers at Big Bazaar4 1If 5o, p%ease (o to -uest$on 5o+ 62
7es ? 5o ?
82 If .es, 0hat 0as the mode of #ommun$#at$on4
TV ? 5e0s Paper ? ,oard$n(s ?
62 D$d .ou not$#e9 hear a*out the promot$ona% offers today4
7es ? 5o ?
:2 ,o0 fre-uent%. .ou $s$t B$( Ba)aar
O##as$ona%%. ? On#e $n a month ? On#e $n a 0ee! ?
Da$%. ? As and 0hen re-u$red ?
;2 The Promot$ona% offers at Big Bazaar are attra#t$e and $ndu#e me to ma!e a pur#hase4
Stron(%. A(ree ? A(ree ? 5e$ther A(ree9 5or D$s/a(ree ? D$s/a(ree ? Stron(%. D$s/a(ree ?
pe#t promot$ona% offers4 1P%ease Ran! from s#a%e 3*e$n( h$(h
to : *e$n( %o0est2
C%oth$n( ? Gro#er$es ? E%e#tron$# $tems ? =urn$ture ?
?2 ,ae .ou aa$%ed an. offers dur$n( .our re#ent $s$ts4 1If 5o, p%ease (o to -uest$on 5o+ @2
7es ? 5o ?
A2 Bhat d$d .ou opt for4
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
D$s#ount offer ? =ree offer ?
@2 Do .ou #ommun$#ate offers at Big Bazaar to .our fr$ends9re%at$es4
7es ? 5o ?
3C2 Bhere do .ou f$nd the fo%%o0$n( *etter 1p%ease mar!?2
At Big Bazaar At other Retail shops
Pr$#e
Dua%$t.
Produ#t ran(e
Promot$ona% Offers
Am*$en#e
332 Do offers ma!e .ou fee% %$!e $s$t$n( Big Bazaar a(a$n4
7es ? 5o ?
!A"# $%&
BABASAB PATIL PROJECT REPORT OF MARKETING Page 8
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
E'E(&)*E +&,,AR$
Reta$%$n( $n Ind$a $s 0$tness$n( a hu(e reamp$n(+ Ind$a $s rated the f$fth most attra#t$e
emer($n( reta$% mar!et, est$mated to *e ESF 8CC *$%%$ons, of 0h$#h or(an$)ed reta$%$n(
1$+e+ modern trade2 ma!es up 6 per#ent or ESF / ma%%s and hu(e #omp%e>es offer shopp$n(,
enterta$nment and food a%% under one roof+ Reta$% p%a.ers hae a%read. tapped T$er/I #$t$es
and are enter$n( $nto T$er/II #$t$es $n Ind$a+ The (ro0th of reta$% se#tor $n Ind$a $s due to
fo%%o0$n( reasonsI
o Lo0 share of or(an$)ed reta$%$n(
o =a%%$n( rea% estate pr$#es
o In#rease $n d$sposa*%e $n#ome and #ustomer asp$rat$on
o In#rease $n e>pend$ture for %u>ur. $tems
o In#rease $n .oun( 0or!$n( popu%at$on
o ,$(h pa. pa#!ets, nu#%ear fam$%$es
=uture Group $s one of the Countr.Hs %ead$n( *us$ness (roups present $n reta$%, asset
mana(ement, #onsumer f$nan#e, $nsuran#e, reta$% med$a, reta$% spa#es and %o($st$#s+ The
(roupHs f%a(sh$p Compan., Panta%oon Reta$% 1Ind$a2 L$m$ted +Panta%oon Reta$% 1Ind$a2
BABASAB PATIL PROJECT REPORT OF MARKETING Page :
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
L$m$ted, $s Ind$aHs %ead$n( reta$%er that operates mu%t$p%e reta$% formats $n *oth the a%ue
and %$fest.%e se(ment of the Ind$an #onsumer mar!et+ The Compan. operates oer ?
m$%%$on s-uare feet of reta$% spa#e, has oer 3CCC stores a#ross ;3 #$t$es $n Ind$a and
emp%o.s oer 8:,CCC peop%e+ The #ompan.Hs %ead$n( formats $n#%ude Panta%oons, a #ha$n
of fash$on out%ets, B$( Ba)aar, a un$-ue%. Ind$an h.permar!et #ha$n, =ood Ba)aar, a
supermar!et #ha$n, Some of $ts other formats $n#%ude, Depot, Shoe =a#tor., Brand
=a#tor., B%ue S!., =ash$on Stat$on, aLL, Top 3C, mBa)aar and Star and S$tara+ The
Compan. a%so operates an on%$ne porta%, future*a)aar+#om+ Panta%oon Reta$% 0as re#ent%.
a0arded the Internat$ona% Reta$%er of the 7ear 8CC? *. the ES/*ased 5at$ona% Reta$%
=ederat$on 15R=2+
PROMOTIO5AL O==ERS
BABASAB PATIL PROJECT REPORT OF MARKETING Page ;
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Mean$n(
Promot$on $s an $mportant mar!et$n( for#e that pro$des e>tra $n#ent$es to a#h$ee sa%es+
Promot$on $s an $mportant mar!et$n( too% as #ompared to adert$sements and sa%es for#e+
Promot$on $s *oth short term and %on( term a#t$$t$es #arr$ed+
R%-E %. PR%,%)%"
? Promot$ons are an e>treme%. a%ua*%e too% for the mar!et$n( of *rands+
? L$!e a%% other too%s, promot$ons #an ma!e a a%ua*%e #ontr$*ut$on to mar!et$n(
0hen the. are proper%. used+
? Promot$ons are offered to the #ustomers to (et the sa%es and to $n#rease the$r
mar!et share
? The short term promot$ons are to0ards $n#reas$n( the sa%es and the %on( term
sa%es are to0ards $n#reas$n( the #ustomer *ase+
B,E5 TO ESE PROMOTIO5
? A *rands -ua%$t. $s $nfer$or to #ompet$t$on
? A *rands adert$s$n( $s not as persuas$e as #ompet$t$e
? A ne0 *rand $s *e$n( $ntrodu#ed
BABASAB PATIL PROJECT REPORT OF MARKETING Page <
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
The Be%(aum popu%at$on $s e>per$en#$n( the ne0 trend of shopp$n(+ B$( Ba)aar $s !no0n
for $ts promot$ons +Th$s sure. 0as #ondu#ted to stud. the “Effectiveness of
Promotional offers at Big Bazaar, Belgaum”.
The ma$n o*"e#t$es to #arr. out these top$#s at B$( Ba)aar are as fo%%o0sI
? To test the effe#t$eness of the #ommun$#at$on of the offers to the #onsumers
? To test the a0areness %ee% amon( pu*%$# 0$th respe#t to offers of B$( Ba)aar
? To assess the attra#t$eness of the offers to #ustomers at B$( Ba)aar
? To f$nd out the #ompet$t$e d$fferen#es of B$( Ba)aar 0$th other Reta$%
#ompet$tors+
SAMPLI5G
Data Sour#e I Pr$mar. Data
1=rom -uest$onna$re and persona%
$ntera#t$on2
Se#ondar. data JBe*s$te,
Resear#h approa#h I Sure. method
Resear#h Instrument I Duest$onna$re
Samp%e p%an I Persona% Inter$e0
Samp%e un$t I Customers of B$( Ba)aar
Samp%$n( method I Conen$en#e samp%$n(
Samp%e S$)e I 8;C #ustomers
BABASAB PATIL PROJECT REPORT OF MARKETING Page ?
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)"/&+R$ PR%.)-E
BABASAB PATIL PROJECT REPORT OF MARKETING Page A
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Retail +ector in )ndia
Reta$% $s *oom$n( se#tor $n Ind$a+ Reta$%, one of Ind$aHs %ar(est $ndustr$es, has present%.
emer(ed as one of the most d.nam$# and fast pa#ed $ndustr$es 0$th seera% p%a.ers
enter$n( the mar!et+ Reta$% A##ounts for oer 3C per #ent of the #ountr.Hs GDP and
around e$(ht per #ent of the emp%o.ment $n Ind$a+
As the #ontemporar. reta$% se#tor $n Ind$a $s ref%e#ted $n spra0%$n( shopp$n( #enters,
mu%t$p%e>/ ma%%s and hu(e #omp%e>es offer shopp$n(, enterta$nment and food a%% under
one roof, the #on#ept of shopp$n( has a%tered $n terms of format and #onsumer *u.$n(
*eha$or, usher$n( $n a reo%ut$on $n shopp$n( $n Ind$a+ Th$s has a%so #ontr$*uted to %ar(e
s#a%e $nestments $n the rea% estate se#tor 0$th ma"or nat$ona% and (%o*a% p%a.ers
$nest$n( $n dee%op$n( the $nfrastru#ture and #onstru#t$on of the reta$%$n( *us$ness+ The
trends that are dr$$n( the (ro0th of the reta$% se#tor $n Ind$a are
• Lo0 share of or(an$)ed reta$%$n(
• =a%%$n( rea% estate pr$#es
• In#rease $n d$sposa*%e $n#ome and #ustomer asp$rat$on
• In#rease $n e>pend$ture for %u>ur. $tems
Another #red$*%e fa#tor $n the prospe#ts of the reta$% se#tor $n Ind$a $s the $n#rease $n the
.oun( 0or!$n( popu%at$on+ In Ind$a, h$(h pa./pa#!ets, nu#%ear fam$%$es $n ur*an areas,
a%on( 0$th $n#reas$n( 0or!$n(/0omen popu%at$on and emer($n( opportun$t$es $n the
ser$#es se#tor+ These !e. fa#tors hae *een the (ro0th dr$ers of the or(an$)ed reta$%
se#tor $n Ind$a+
BABASAB PATIL PROJECT REPORT OF MARKETING Page @
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
The reta$%$n( #onf$(urat$on $n Ind$a $s fast dee%op$n( as shopp$n( ma%%s are $n#reas$n(%.
*e#om$n( fam$%$ar $n %ar(e #$t$es+ Bhen $t #omes to dee%opment of reta$% spa#e spe#$a%%.
the ma%%s, the T$er II #$t$es are no %on(er *eh$nd $n the ra#e+
Ind$a $s *e$n( seen as a potent$a% (o%dm$ne for reta$% $nestors from oer the 0or%d and
Ind$a has the top dest$nat$on for reta$%ers for an attra#t$e emer($n( reta$% mar!et+ Ind$aHs
ast m$dd%e #%ass and $ts a%most untapped reta$% $ndustr. are !e. attra#t$ons for (%o*a%
reta$% ($ants 0ant$n( to enter ne0er mar!ets+ Een thou(h Ind$a has 0e%% oer ; m$%%$on
reta$% out%ets, the #ountr. sore%. %a#!s an.th$n( that #an resem*%e a reta$%$n( $ndustr. $n
the modern sense of the term+ Th$s presents $nternat$ona% reta$%$n( spe#$a%$sts 0$th a (reat
opportun$t.+ The or(an$)ed reta$% se#tor $s e>pe#ted to (ro0 stron(er than GDP (ro0th $n
the ne>t f$e .ears dr$en *. #han($n( %$fest.%es, *ur(eon$n( $n#ome and faora*%e
demo(raph$# out%$ne+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3C
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
./) in Retail +ector
Reta$%$n( $s the %ar(est pr$ate se#tor $ndustr. $n the 0or%d e#onom. 0$th the (%o*a%
$ndustr. s$)e e>#eed$n( Fp%or$n( the aenues for mu%t$/*rand se(ment+
The Goernment $s see!$n( for these opt$ons !eep$n( $n $e0 the e>$st$n( so#$a%
frame0or! of Ind$a and the 0$%% ensure that the entr. of (%o*a% reta$% ($ants do not
d$sp%a#e the e>$st$n( emp%o.ment $n the reta$% *us$ness+
Industr. e>perts are sens$t$e to the po$nt that %o#a% mar!ets hae an ed(e oer the reta$%
$nestors $n Ind$a as the. hae un$-ue adanta(es su#h as an understand$n( of %o#a% needs
and e>tended ser$#e %$!e home de%$er.+ As the =DI $nf%uen#e on the Ind$an reta$% se#tor
sets $n, the tota% s$)e of the reta$% trade $s e>pe#ted to (ro0 e>tens$e%. $n the #om$n(
.ears and the #onsumer se(ments patron$)$n( the *$( ma%%s 0$%% #reate fren). for
or(an$)ed reta$%$n( pred$#t$n( a (ro0th of 8;/6C per #ent per annum oer the ne>t de#ade+
Moreoer, Ind$an reta$% #ha$ns 0ou%d (et $nte(rated 0$th (%o*a% supp%. #ha$ns s$n#e =DI
0$%% *r$n( $n te#hno%o(., -ua%$t. standards and mar!et$n( there*., %ead$n( to ne0
e#onom$# opportun$t$es and #reat$n( more emp%o.ment (enerat$on+
Industr. trends for reta$% se#tor $nd$#ate that or(an$)ed reta$%$n( has ma"or $mpa#t $n
#ontro%%$n( $nf%at$on *e#ause %ar(e or(an$)ed reta$%ers are a*%e to *u. d$re#t%. from
produ#ers at most #ompet$t$e pr$#es+ Bor%d Ban! attr$*utes the open$n( of the reta$%
se#tor to =DI to *e *enef$#$a% for Ind$a $n terms of pr$#e and aa$%a*$%$t. of produ#ts as $t
0ou%d ($e a *oost to food produ#ts, te>t$%es and (arments, %eather produ#ts, et#+, to
*enef$t from %ar(e/s#a%e pro#urement *. $nternat$ona% #ha$nsK $n turn, #reat$n( "o*s
opportun$t$es at ar$ous %ee%s+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 33
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(%,PA"$ PR%.)-E
BABASAB PATIL PROJECT REPORT OF MARKETING Page 38
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
.uture 0roup
=uture Group $s one of the #ountr.Hs %ead$n( *us$ness (roups present $n reta$%, asset
mana(ement, #onsumer f$nan#e, $nsuran#e, reta$% med$a, reta$% spa#es and %o($st$#s+ The
(roupHs f%a(sh$p #ompan., Panta%oon Reta$% 1Ind$a2 L$m$ted operates oer ? m$%%$on
s-uare feet of reta$% spa#e, has oer 3CCC stores a#ross ;6 #$t$es $n Ind$a and emp%o.s
oer 8;,CCC peop%e+ Some of $ts %ead$n( reta$% formats $n#%ude, Panta%oons, B$( Ba)aar,
Centra%, =ood Ba)aar, ,ome To0n, eLone, Depot, =uture Mone. and on%$ne reta$%
format, future*a)aar+#om+
=uture Group #ompan$es $n#%udes, =uture Cap$ta% ,o%d$n(s, =uture Genera%$ Ind$a Indus
Lea(ue C%oth$n( and Ga%a>. Enterta$nment that mana(es Sports Bar, Bre0 Bar and
Bo0%$n( Co+
The (roupHs "o$nt enture partners $n#%ude Ita%$an $nsuran#e ma"or, Genera%$, =ren#h
reta$%er ETAM (roup, ES/*ased stat$onar. produ#ts reta$%er, Stap%es In# and EK/*ased
Lee Cooper and Ind$a/*ased Ta%0a%!arHs, B%ue =oods and L$*ert. Shoes+
=uture GroupHs $s$on $s to, &de%$er Eer.th$n(, Eer.0here, Eer.t$me to Eer. Ind$an
Consumer $n the most prof$ta*%e manner+' The (roup #ons$ders MInd$an/nessH as a #ore
a%ue and $ts #orporate #redo $s / Re0r$te ru%es, Reta$n a%ues+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 36
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
CORPORATE STATEME5T
.uture 0roup ,anifesto
&=uture' J the 0ord 0h$#h s$(n$f$es opt$m$sm, (ro0th, a#h$eement, stren(th, *eaut.,
re0ards and perfe#t$on+ =uture en#oura(es to e>p%ore areas .et une>p%ored, 0r$te ru%es
.et un0r$ttenK #reate ne0 opportun$t$es and ne0 su##esses+ To str$e for a (%or$ous future
*r$n(s to us our stren(th, our a*$%$t. to %earn, un%earn and re/%earn, our a*$%$t. to eo%e+
=uture Group 0$%% not 0a$t for the =uture to unfo%d $tse%f *ut #reate future s#enar$os $n
the #onsumer spa#e and fa#$%$tate #onsumpt$on *e#ause #onsumpt$on $s dee%opment+
There*., 0$%% effe#t so#$o/e#onom$# dee%opment for our #ustomers, emp%o.ees,
shareho%ders, asso#$ates and partners+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3:
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
0roup *ision
=uture Group sha%% de%$er Eer.th$n(, Eer.0here, Eer. t$me for Eer. Ind$an
Consumer $n the most prof$ta*%e manner+
0roup ,ission
The (roup shares the $s$on and *e%$ef that the$r #ustomers and sta!eho%ders sha%% *e
sered on%. *. #reat$n( and e>e#ut$n( future s#enar$os $n the #onsumpt$on spa#e %ead$n(
to e#onom$# dee%opment+
The (roup 0$%% *e the trendsetters $n eo%$n( de%$er. formats, #reat$n( reta$% rea%t.,
ma!$n( #onsumpt$on afforda*%e for a%% #ustomer se(ments J for #%asses and for masses+
The (roup sha%% $nfuse Ind$an *rands 0$th #onf$den#e and rene0ed am*$t$on+
The (roup sha%% *e eff$#$ent, #ost/#ons#$ous and #omm$tted to -ua%$t. $n 0hateer *een
done+
The (roup sha%% ensure that pos$t$e att$tude, s$n#er$t., hum$%$t. and un$ted determ$nat$on
sha%% *e the dr$$n( for#e to *e su##essfu%+
(ore *alues
? Ind$annessI Conf$den#e $n ourse%es+
? Leadersh$pI To *e a %eader, *oth $n thou(ht and *us$ness+
? Respe#t N ,um$%$t.I To respe#t eer. $nd$$dua% and *e hum*%e $n our #ondu#t+
? Introspe#t$onI Lead$n( to purposefu% th$n!$n(+
? OpennessI To *e open and re#ept$e to ne0 $deas, !no0%ed(e and $nformat$on+
? Va%u$n( and 5urtur$n( Re%at$onsh$psI To *u$%d %on( term re%at$onsh$ps+
? S$mp%$#$t. N Pos$t$$t.I S$mp%$#$t. and pos$t$$t. $n our thou(ht, *us$ness+
? Adapta*$%$t.I To *e f%e>$*%e and adapta*%e, to meet #ha%%en(es+
COMPA57 TIMELI5E
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3;
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
,a1or ,ilestones
2345 Compan. $n#orporated as Man) Bear Pr$ate L$m$ted+ Laun#h of Panta%oons
trouser, Ind$aHs f$rst forma% trouser *rand+
2332 Laun#h of BARE, the Ind$an "eans *rand+
2336 In$t$a% pu*%$# offer 1IPO2 0as made $n the month of Ma.+
2337 The Panta%oon Shoppe J e>#%us$e mens0ear store $n fran#h$see format
%aun#hed a#ross the nat$on+ The #ompan. starts the d$str$*ut$on of *randed
(arments throu(h mu%t$/*rand reta$% out%ets a#ross the nat$on+
2338 Oohn M$%%er J =orma% sh$rt *rand %aun#hed+
2335 Panta%oons J Ind$aHs fam$%. store %aun#hed $n Ko%!ata+
6992 B$( Ba)aar, MIs se sasta aur a##ha !ah$ nah$nH / Ind$aHs f$rst h.permar!et
#ha$n %aun#hed+
6996 =ood Ba)aar, the supermar!et #ha$n $s %aun#hed+
6997 Centra% J MShop, Eat, Ce%e*rate In The ,eart Of Our C$t.H / Ind$aHs f$rst
seam%ess ma%% $s %aun#hed $n Ban(a%ore+
6998 =ash$on Stat$on / the popu%ar fash$on #ha$n $s %aun#hed
aLL J Ma %$tt%e %ar(erH / e>#%us$e stores for p%us/s$)e $nd$$dua%s $s %aun#hed
699: =uture Cap$ta% ,o%d$n(s, the #ompan.Hs f$nan#$a% arm %aun#hes rea% estate
funds Ksh$t$" and ,or$)on and pr$ate e-u$t. fund Ind$$s$on+ P%ans fora.s
$nto $nsuran#e and #onsumer #red$t+
Mu%t$p%e reta$% formats $n#%ud$n( Co%%e#t$on $, =urn$ture Ba)aar, Shoe
=a#tor., ELone, Depot and future*a)aar+#om are %aun#hed a#ross the nat$on+
Group enters $nto "o$nt enture a(reements 0$th ETAM Group and Genera%$+
BOARD O= DIRECTORS
,r. #ishore Biyani, ,anaging /irector
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3<
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
K$shore B$.an$ $s the Mana($n( D$re#tor of Panta%oon Reta$% 1Ind$a2 L$m$ted and the
Group Ch$ef E>e#ut$e Off$#er of =uture Group+
,r. 0opi;ishan Biyani, per$en#e $n the te>t$%e *us$ness+
,r. Ra;esh Biyani, ports+ ,e has *een $nstrumenta% $n the
$mp%ementat$on of the ar$ous ne0 reta$% formats+
,r. *ed Pra;ash Arya, /irector
Ved Pra!ash Ar.a, $s an en($neer *. tra$n$n( and $s a (raduate of the Ind$an Inst$tute of
Mana(ement, Ahmeda*ad+ Pr$or to "o$n$n( Panta%oon Reta$%, he 0as the CEO of G%o*us+
,r. +hailesh !ari=ha;ti, )ndependent /irector
Shr$ Sha$%esh ,ar$*ha!t$, $s a Chartered A##ountant, Cost A##ountant, and a Cert$f$ed
Interna% Aud$tor+ ,e $s the Deput. Mana($n( Partner of ,ar$*ha!t$ N Co+, Chartered
A##ountants and past pres$dent of Ind$an mer#hant Cham*ers+ ,e $s on the Board of
seera% Pu*%$# L$m$ted Compan$es, $n#%ud$n( Ind$an Petro#hem$#a%s Corporat$on Ltd+,
Am*u"a Cement Eastern Ltd+ et#+ ,e $s on the Board of Compan. s$n#e Oune 3, 3@@@+
,r. + /ores>amy, )ndependent /irector
S+ Dores0am., $s a former Cha$rman and Mana($n( D$re#tor of Centra% Ban! of Ind$a
and seres on the *oard of DSP Merr$%% L.n#h Trustee Co and Ceat L$m$ted amon(
PA"A-%%"+ .%RE RA$
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3?
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
2. /epot
Boo;s, ,usic ? 0ifts
Depot $s one of the .oun(est *rands from the Panta%oon sta*%e and $s a tr$*ute to our
freedom of thou(ht, spee#h and e>press$on shared $n a noe% fash$on 0$th #ustomers
as *oo!s, mu%t$med$a, to.s, stat$onar. and ($fts+
At Depot, *oo! %oers are offered a ran(e of *oo!s that meet the needs and preferen#e
of eer. a(e (roup+ =rom f$#t$on to (enera% referen#e, mana(ement and #h$%drenHs
mater$a%, .ou 0$%% f$nd $t a%% at Depot+ Mus$# *uffs are $n$ted to se%e#t from a 0$de
#ate(or. of mus$# CDs and #assettes+
6. .uture=azaar.com
=uture*a)aar+#om offers the 0$dest ran(e of produ#ts at M%o0est pr$#es J eer.da.PH
,a$n( p$oneered the reta$%$n( *us$ness $n Ind$a, =uture*a)aar+#om has no0 de#$ded
to reo%ut$on$)e the #onsumer e/#ommer#e *us$ness $n Ind$a+ It $ntends to pro$de
#ustomers 0$th a stream%$ned, eff$#$ent and 0or%d #%ass persona%$)ed shopp$n(
e>per$en#e, 0h$#h 0$%% *e supported 0$th the *est te#hno%o(. p%atform+
=uture Ba)aar has *een named as the Best Ind$an Be*s$te 8CC? $n the Shopp$n(
#ate(or. *. PC Bor%d+
=uture Ba)aar 0on the top spot after *eat$n( other esta*%$shed p%a.ers %$!e Red$ff,
Ind$at$mes, S$f., e*a., Ind$ap%a)a, Chenna$ Ba)aar and Ind$a Ma%%+ The a0ard 0as
presented to =uture Ba)aar for $ts Qde#ent, no/nonsense approa#h, 0h$%e pro$d$n( a
(ood shopp$n( e>per$en#eQ+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3A
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
@. "avaras
5aaras, a f$ne 88 #arat pure (o%d and d$amond "e0e%%er. *rand, $s reta$%ed from B$(
Ba)aar stores+=uture Group has reo%ut$on$)ed the Ind$an "e0e%%er. mar!et 0$th the
%aun#h of 5aaras, 0h$#h offers *randed, pure and des$(n d$fferent$ated "e0e%%er. at
#ompet$t$e pr$#es $n a h.permar!et set/up $n %$ne 0$th the eo%$n( *u.$n( *eha$our of
#onsumers+ The rat$ona%e *eh$nd th$s $s that 0$th h$(her d$sposa*%e $n#omes, for
#onsumers toda. (o%d and other "e0e%%er. pur#hases too hae *e#ome $mpu%s$e *u.$n(
a#t$$t$es+ ,en#e, 5aaras 0$th$n B$( Ba)aar+ 5aaras offers a #omp%ete f$ne "e0e%%er.
shopp$n( e>per$en#e, desp$te *e$n( 0$th$n the #onf$nes of a h.per mar!et+
:+ %P 29
Top 3C, the #oo% offer$n( from =uture Group, offers the %atest $n fash$on and st.%e+ Th$s
format $s *ased on the #on#ept of the eer popu%ar #ountdo0n sho0s, 0here the trend$est
st.%es (et ran!ed from 3 to 3CK the h$(hest se%%$n( $tem (ets the h$(hest ran!$n(P
Keep$n( pa#e 0$th fast #han($n( fash$on needs, Top 3C stores empo0ers the .outh to
ma!e a d$st$n#t$e fash$on statement throu(h eas$%. afforda*%e appare% #o%%e#t$ons and
a##essor$es+
Top 3C stores sto#! a 0$de ran(e of Messa(e Tees , =ash$on Tees ,Coo% Tees 1for (u.s
and (a%s2, #asua%s, #ar(oes, sports 0ear N s!$rts+ A un$-ue offer$n( of th$s format are
TAsh$rts 0$th #o%%e(e names pr$nted on them, 0here$n one #an ote for oneHs #o%%e(e
name and (et oneHs #o%%e(e name produ#ts #ustom/made+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 3@
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
;+ ulsi
he medical =azaar
Tu%s$ the Med$#$ne Ba)aar $s a pharma#. housed 0$th$n B$( Ba)aars and =ood Ba)aars at
oer 6; %o#at$ons a%% oer Ind$a +
A$m$n( to offer outstand$n( profess$ona% ser$#e from a #ar$n( and fr$end%. en$ronment+
Be are prepared to (o the e>tra m$%e or pro$de that %$tt%e e>tra (u$dan#e and to #are for
.our needs throu(h our ,ea%th#are en-u$r. s.stem+
:. ,r. R)0!
=uture Ser$#es *r$n(s Mr+ R$(ht / a re%$a*%e resour#e 0ho $s a%0a.s read. to perform an.
tas! or attend to an. re-u$rement+ =or the er. f$rst t$me $n Ind$a Be $t f$>$n( p%um*$n( to
pro$d$n( ser$ous f$nan#$a% ad$#e, no "o* $s too *$( or sma%%+
Mr+ R$(ht $s en$sa(ed to *e a one stop so%ut$on for a%% the ser$#e needs and 0$%% offer
ar$ous $nnoat$e ser$#es+ Mr+ R$(ht 0$%% operate $n the fo%%o0$n( ser$#e #ate(or$es /
Et$%$t. ser$#es, ,ome Improement, Trae%, Eent N Bedd$n( P%ann$n(, Beaut. N
Be%%ness and Ad$sor. Ser$#es+ Current%. offer$n( ser$#es %$!e ,ome C%ean$n(, Pest
Contro%, Trae% N ,e%pmate+ Soon to %aun#h Astro%o(., Shoe %aundr., ,e%pRhome
BABASAB PATIL PROJECT REPORT OF MARKETING Page 8C
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
?+ Pantaloons .resh fashion
Panta%oons =resh =ash$on stands out as a fash$on trendsetter, on the %$nes of ho0 fash$on
$s fo%%o0ed $nternat$ona%%.+ The M%oo!H and M0hatHs $nH toda. for the season $s sa#rosan#t+
Panta%oons ta!es $ts prom$se of Sfresh fash$onS er. ser$ous%. ma!$n( aa$%a*%e to $ts
#ustomers the %atest $n fash$on eer. 0ee!P
A%% Panta%oons stores ref%e#t the ne0 $deo%o(. // =resh =ee%$n(, =resh Att$tude, =resh
=ash$on+ The stores offer fresh #o%%e#t$ons and are $sua%%. st$mu%at$n( than!s to
appea%$n( $nter$ors and attra#t$e produ#t d$sp%a.P
The f$rst Panta%oons 0as opened $n Gar$ahat $n 3@@?+ Oer the .ears, $t has under(one
seera% trans$t$ons+ Bhen $t 0as f$rst %aun#hed, th$s store most%. so%d e>terna% *rands+
Gradua%%., $t started reta$%$n( a m$> of e>terna% *rands 0h$%e at the same t$me $ntrodu#ed
$ts o0n pr$ate *rands+ In$t$a%%. pos$t$oned as a fam$%. store, $t f$na%%. eered to0ards
*e#om$n( a fash$on store 0$th an emphas$s on S.outhS and #%ear fo#us on Mfresh fash$onH+
8. a--
aLL houses a 0$de ran(e of read./to/0ear fash$ona*%e #%othes and a##essor$es that are
other0$se not eas$%. aa$%a*%e for p%us s$)e #ustomers+ aLL *r$n(s forth a 0$de #o%%e#t$on
of st.%$sh #%oth$n( to se%e#t from, *e $t Bestern 0ear, Indo/0estern or Ethn$# 0ear $n *oth
=orma% and Casua% #ate(or$es+ aLL a%so offers mat#h$n( a##essor$es %$!e *e%ts, t$es, and
hand*a(s $n a perfe#t s$)e and f$t. The stores are aesthet$#a%%. and sens$t$e%. des$(ned to
#ater to th$s n$#he set of #ustomers 0ho %oe the open 0$de spa#es, #%ean #ut %$nes, paste%
#o%ours that ma!e up the $n$t$n( store %a.out and the een more remar!a*%e #ustomer
fr$end%. staff that are present to ass$st them $n eer. 0a.+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 83
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
3. (entral
Laun#hed $n Ma.SC: at Ban(a%ore, Centra% $s a sho0#ase, seam%ess ma%% and the f$rst of
$ts !$nd $n Ind$a+ The thou(ht *eh$nd th$s p$oneer$n( #on#ept 0as to ($e #ustomers an
uno*stru#ted and a pure shopp$n( e>per$en#e and to ensure the *est *rands $n the Ind$an
mar!et are made aa$%a*%e to the d$s#ern$n( Ind$an #ustomer+
Centra% offers eer.th$n( for the ur*an asp$rat$ona% shopper to shop, eat and #e%e*rate+
Lo#ated $n the heart of the #$t., Centra% *e%$ees $ts #ustomers shou%d not hae to trae%
%on( d$stan#es to rea#h usK $nstead 0e must *e present 0here #ustomers fre-uent%. $s$t+
Centra% houses oer 6CC *rands a#ross #ate(or$es, su#h as appare%, foot0ear and
a##essor$es for 0omen, men, #h$%dren and $nfants, apart from a 0ho%e ran(e of Mus$#,
Boo!s, Coffee Shops, =ood Courts, Super Mar!ets 1=ood Ba)aar2, =$ne D$n$n(
Restaurants, Pu*s and D$s#othe-ues+ The ma%% a%so has a separate se#t$on for ser$#es
su#h as Trae%, =$nan#e, Inestment, Insuran#e, Con#ert9C$nema T$#!et Boo!$n(, B$%%
Pa.ments and other m$s#e%%aneous ser$#es+ In add$t$on, Centra% houses Centra% S-uare,
a ded$#ated spa#e for produ#t %aun#hes, $mpromptu eents, dar$n( d$sp%a.s, e>#$t$n(
sho0s, and art e>h$*$t$ons+
10. .ashion +tation
=ash$on Stat$on $s the #ompan.Ss offer$n( from the$r a%ue reta$% p%atform+ A themat$#
store, =ash$on Stat$on $s an attempt to offer fash$on for0ard produ#ts to the mass mar!et+
Ca%%ed a f$rst of $ts !$nd fash$on dest$nat$on, =ash$on Stat$on houses a 0$de se%e#t$on of
trend. appare%s+ The ESP of the store $s S=ash$on that f$ts .our *ud(etS, 0h$#h trans%ates to
(reat dea%s on appare% N a##essor$es for Men, Bomen and Ch$%dren+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 88
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
22. .ood Bazaar
=ood Ba)aar $n$tes .ou for a shopp$n( e>per$en#e, un$-ue *. $ts am*$en#e+ At =ood
Ba)aar .ou 0$%% f$nd a h$therto unseen *%end of a t.p$#a% Ind$an Ba)aar and
Internat$ona% supermar!et atmosphere+
=%a((ed off $n Apr$%HC8, =ood Ba)aar $s a #ha$n of %ar(e supermar!ets 0$th a
d$fferen#e, 0here the *est of Bestern and Ind$an a%ues hae *een put to(ether to
ensure .our sat$sfa#t$on and #omfort 0h$%e shopp$n(+
The 0estern a%ues of #onen$en#e, #%ean%$ness and h.($ene are offered throu(h pre
pa#!ed #ommod$t$es and the Ind$an a%ues of QSee/Tou#h/=ee%Q are offered throu(h
the &*a)aar/%$!e' atmosphere #reated *. d$sp%a.$n( stap%es out $n the open, a%% at er.
e#onom$#a% and afforda*%e pr$#es 0$thout an. #omprom$se on -ua%$t.+
26. Blue +;y
B%ue S!. $s a nat$ona% #ha$n of stores offer$n( a 0$de se%e#t$on of *randed and pr$ate
%a*e% sun(%asses and 0at#hes+ B%ue S!. has *een des$(ned to address an e>#$t$n( and
(ro0$n( mar!et for a##essor$es+ Customers (et a 0$de and $nterest$n( #o%%e#t$on of
fash$on *rands from a#ross the 0or%d.
2@. +tar ? +itara
BABASAB PATIL PROJECT REPORT OF MARKETING Page 86
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Star N S$tara, a un$-ue *eaut. sa%on for men and 0omen, $ntrodu#es man. ne0 features
and produ#ts for the f$rst t$me $n Ind$a+ At Star N S$tara 0e a$m to demo#rat$se sa%on
ser$#es for eas. a##ess to a%% and de%$er -ua%$t. ser$#e at er. afforda*%e pr$#es+ Star
N S$tara eo!es a theme of Bo%%.0ood and prom$ses to ma!e .ou a Star 1S$tara $n
,$nd$2 The spa#e, dT#or, %$(ht$n( $s rem$n$s#ent of mo$es and 0$%% transport .ou from
the ord$nar. 0or%d to that of the Mree%H 0or%d+
Star N S$tara pro$des a%% s!$n and ha$r re%ated *eaut. ser$#e+ The sa%on $s spa#$ous and
the atmosphere re%a>ed+ Men, 0omen and #h$%dren #an eas$%. f$nd a ser$#e to #ater to
the$r need+ But the fo#a% and n$#he e%ement of our sa%on $s the afforda*%e and attra#t$e
pr$#$n(+
14. Big Bazaar
B$( Ba)aar $s not "ust another h.permar!et+ It #aters to eer. need of .our fam$%.+
Bhere B$( Ba)aar s#ores oer other stores $s $ts a%ue for mone. propos$t$on for the
Ind$an #ustomers+
At B$( Ba)aar, .ou 0$%% def$n$te%. (et the *est produ#ts at the *est pr$#es / thatHs 0hat
0e (uarantee+ B$th the eer $n#reas$n( arra. of pr$ate %a*e%s, $t has opened the doors
$nto the 0or%d of fash$on and (enera% mer#hand$se $n#%ud$n( home furn$sh$n(s,
utens$%s, #ro#!er., #ut%er., sports (oods and mu#h more at pr$#es that 0$%% surpr$se .ou+
And th$s $s "ust the *e($nn$n(+ B$( Ba)aar p%ans to add mu#h more to #omp%ete .our
shopp$n( e>pere$n#e+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 8:
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)"R%/&()%" %. %P)(
itle of Pro1ectB “Effectiveness of Promotional offers at Big Bazaar, Belgaum”
,eaning
BABASAB PATIL PROJECT REPORT OF MARKETING Page 8;
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Promot$on $s an $mportant mar!et$n( for#e that pro$des e>tra $n#ent$es for short term
sa%es+ Promot$on p%a.s an $mportant ro%e 0$th adert$sements and se%%$n( efforts+
he role and mechanics of promotion
Promot$ons are an e>treme%. a%ua*%e too% for the mar!et$n( of (oods+ L$!e a%% other
too%s, promot$ons #an ma!e a a%ua*%e #ontr$*ut$on to mar!et$n(+
Promotion functionI The fun#t$on of promot$on $s to a##e%erate a#t$on stated *. other
mar!et$n( a#t$$t$es+ Promot$on a#ts as a #ata%.st to a##e%erate a#t$on, pr$mar$%. on the
part of the #onsumer+ It supp%ements, *ut $s not a su*st$tute for, adert$s$n( and se%%$n(
efforts+
Promot$on a##e%erates a#t$on *. #han($n( the pr$#e J a%ue re%at$onsh$p of the *rand
Eer. produ#t has an esta*%$shed a%ue $n the m$nds of the #onsumer+ Th$s $s 0hat the
#onsumer $s norma%%. 0$%%$n( to e>pend 1$n mone.2 for 0hat he (ets, or th$n!s *e (ets,
0hen he *u.s the produ#t+
Promot$on #han(es th$s pr$#e/a%ue re%at$onsh$p to the po$nt 0here the $nd$$dua% $s
st$mu%ated to ta!e a des$red a#t$on+ It does th$s $n most #ases e$ther *. %o0er$n( the pr$#e
or *. $n#reas$n( the a%ue of the produ#t or *oth
pend$tures, ho0eer, #an *e #ut *a#! to %ee%s that (enerate opt$mum prof$ts J so %on(
as the *rand #ont$nues to represent super$or a%ue for the pr$#e+
/eclining BrandB A mature, sta*%e *rand ma. need $n#reased promot$ona% support as
#ompet$t$on *e($ns to mat#h $t $n produ#t -ua%$t. and $n the persuas$eness of $ts
adert$s$n( #op., or as the *rand rea#hes $ts natura% fran#h$se %ee%+ Bhen th$s happens,
Gro0th #eases, sa%es and share %ee% off+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 8A
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
A de#%$n$n( *rand ma. need mu#h hea$er promot$on support as $t *e#omes o%d and out/
dated *. ne0 or $mproed #ompet$t$e *rands+ Efforts to $mproe the *randHs -ua%$t. and
$ts adert$s$n( #op. to e-ua% #ompet$t$on ma. hae *een unsu##essfu%+ In#reas$n( the
adert$s$n( appropr$at$on ma. not he%p J and ma., $n fa#t, mere%. redu#e prof$ts+
MAOOR T7PES O= CESTOMER PROMOTIO5S
3+Samp%$n(I D$str$*ut$on of free spe#$a% or re(u%ar s$)e pa#!a(e to #onsumers
BABASAB PATIL PROJECT REPORT OF MARKETING Page 8@
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
8+Coupon$n(I D$str$*ut$on of #ert$f$#ates 0$th a stated monetar. or mer#hand$)e a%ue
0h$#h the #onsumer redeems throu(h a reta$%er to0ards the pur#hase of the
spe#$f$ed $tem+
6+ Demonstrat$onsI An $%%ustrat$on or demonstrat$on of ho0 a produ#t $s prepared
and9or used, fre-uent%. $no%$n( #onsumer tast$n( of food produ#ts and usua%%.
$no%$n( the presen#e of a home e#onom$st or other tra$ned representat$e+
:+ Pr$#e pa#!sI Offers to #onsumers of sa$n(s off the re(u%ar pr$#e of a produ#t,
f%a((ed on the %a*e%+ E>I A redu#ed pr$#e pa#!s+
;+ =ree tr$a%sI In$t$n( #ustomers for free tr$a%s of produ#ts 0$thout #ost+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 6C
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
RE+EAR(! ,E!%/%-%0$
)-E %. !E PR%DE(
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”+
BABASAB PATIL PROJECT REPORT OF MARKETING Page 63
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
OBOECTIVES
? To test the effe#t$eness of the #ommun$#at$on of the offers to the #onsumers
? To test the a0areness %ee% amon( pu*%$# 0$th respe#t to offers of B$( Ba)aar
? To assess the attra#t$eness of the offers to #ustomers at B$( Ba)aar
? To f$nd out the #ompet$t$e d$fferen#es of B$( Ba)aar 0$th other Reta$%
#ompet$tors+
RE+EAR(! ,E!%/%-%0$
/ata +ource B Primary /ata
E.rom Fuestionnaire and personal
interactionG
+econdary data H
+ample unit B (ustomers of Big Bazaar
+ampling method B (onvenience sampling
+ample +ize B 689 customers
/&RA)%" %. PR%DE(
Durat$on of the Pro"e#t 3C
th
De# 8CC? to 8?
th
Apr$% 8CCA+
-),AA)%" %. +&/$
• Customers d$d not respond, so I had to f$nd man. #ustomers for sure.
!$P%!E+)+ E++
BABASAB PATIL PROJECT REPORT OF MARKETING Page 68
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
32 ,.pothes$s test$n( for attra#t$eness of #ustomers to offers and $ndu#ement for
pur#hase
,OI More than