EFFECTIVENESS OF MARKETING STRATEGY

A Research project report submitted in partial fulfillment for the

award of the diploma .
POST GRADUATE DIPLOMA IN MANAGEMENT

DEWAN V.S. INSTITUTE OF MANAGEMENT

(Approved by AICTE, New Delhi) (2011-2013)

SUPERVISOR SUBMITTED BY
Prof. Kartikeya Singh AKIL AHMED

(Assistant Professor)
 DECLARATION
I, AKIL AHMED student of DEWAN V.S. INSTITUTE OF
MANAGEMENT, MEERUT hereby declare that I have
henceforth completed my summer Internship Project for forty
five days at Big Bazaar, Asansol (Future Group).
As per the assigned responsibilities and duties, I have executed
and performed the services with diligence and as per industry
norms, under the helpful guidance of my project guide.

Date: AKIL AHMED

 ACKNOWLEDGEMENT

It is my privilege to express deepest sense of gratitude to Mr.

Rajib Saha (Store Manager, Big Bazaar Asansol ), Mr. Amit
Goon (Assistant Department Manager, apparel, Big Bazaar,
Asansol) and Mr. Subhadip Acharya (Senior Executive H.R. ,
Big Bazaar . Asansol) and also to all the managers of Big
Bazar.
I would also like to take this opportunity to acknowledge some
of these people who have helped me to complete my project. To
start with my heartiest thank full to all my friends and fellow
student for their contribution and co-operation to complete my
work. Finally I am particularly indebted to my family member
for their support.
 CONTENTS

CHAPTER 1 PAGE NO.

Executive Summary 06
Key Players In The Industry 08
CHAPTER 2

Company Profile 09
CHAPTER 3

Big Bazaar 11
Product Profile 12
Organization Structure 19
Big Bazaar promises 20
Group Vision, Mission, Value 22
SWOT Analysis 23
CHAPTER 4

Objectives 24
CHAPTER 5

Marketing Strategy For Big Bazaar Asansol 25

The market 25
Marketing Strategy 26
Different Types Of Marketing Strategy 28
Marketing Strategies Applied By Big Bazaar Asansol. 30
CHAPTER 6

Marketing Includes Marketing Strategies Of 35

Product, Price, Place & Promotion
Limitation Of Marketing Mix Analysis 38
CHAPTER 7

Research Methodology 39
CHAPTER 8

Findings 50
Recomendations 51
Personal Learning 52
Conclusion 53
Limitation of the study 54
Questionnaire 54
Bibliography 56
Executive Summary

Asansol retail sector is witnessing one of the most frenzied Marketing

activities of all times.  The companies are fighting to win the hearts of
“Customer who is God” said by the business tycoons. There is always a
‘first mover advantage’ in an upcoming sector. In Asansol, that
advantage goes to “BIG BAZAAR”. It has brought about many changes
in the buying habits of people. It has created formats, which provide all
items under one roof at low rates, or so it claims. In this project, we will
study its marketing strategies .

The research title ’EFFECTIVENESS OF MARKETING STRATEGY

.’ helps us to understand the effect of  marketing strategy  which is
responsible for attracting customer towards big bazaar. This study
helpful to top level management to improve the present marketing
strategy of BIG BAZAAR.

The report deals with the impact of marketing activity which attracting
customer towards big bazaar.The research was carried out as per the
steps of Marketing Research. The well supportive objectives were set for
the study. To meet the objectives primary research was undertaken. The
data collection approach adopted was experimental research & survey
research. The instrument used for the data collection was observation &
questionnaire. The target respondents were the visitors of BIG
BAZAAR, with the sample size of 200 for the study of comparison with
other shops or malls in that locality.
Tables & charts were used to translate responses into meaningful
information to get the most out of the collected data. Based on those the
inferences have been drawn with peer supportive data.

ASANSOL BIG BAZAAR

KEY PLAYES IN THE RETAIL INDUSTRY OF INDIA

 Big Bazaar

Bharti Retail

Reliance Retail

More

Mega Mart

Food World

COMPANY PROFILE
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is
one of India’s leading business houses with multiple businesses
spanning across the consumption space. While retail forms the core
business activity of Future Group, group subsidiaries are present in
consumer finance, capital, insurance, leisure and entertainment, brand
development, retail real estate
development, retail media and logistics.
Led by its flagship enterprise, The company follows a multi-format retail
strategy that captures almost the entire consumption basket of Indian
customers. In the lifestyle segment, the group operates a chain of
seamless malls. In the value segment, its marquee brand, Big Bazaar is a
hypermarket format that combines the look, touch and feel of Indian
bazaars with the choice and convenience of modern retail.

The group’s speciality retail formats include supermarket chain - Food

Bazaar, sportswear retailer - Planet Sports, electronics retailer - eZone,
home improvement chain -Home Town and rural retail chain - Aadhaar,
among others. It also operates popular shopping portal -
www.futurebazaar.com.

Future Group believes in developing strong insights on Indian

Consumers and building businesses based on Indian ideas, as
espoused in the group’s core value of ‘Indianness.’ The group’s
corporate credo is, ‘Rewrite rules, Retain values.’
 Kishore Biyani

 Kishore Biyani
considers Indianness
is the core value
driving the group.

BIG BAZAAR
Big Bazaar is the company’s foray into the world of hypermarket
discounts stores, the first of its kind in India. Price and the wide array of
products are the USP’s in Big Bazaar. Close to the corresponding
market prices. The high quality of service, good ambience, implicit
guarantees and continuous discount offers have helped in changing the
face of the Indian retailing industry. A leading foreign broking house
compared the rush at Big Bazaar to that of a local suburban train.
Big Bazaar is a chain of shopping malls in India, Big Bazaar provides
quality items but at an affordable price. It is a very innovative idea and
this hypermarket has almost anything under one roof........Apperal, toys,
households appliances, and more.
The ambience and customer care adds on to the shopping experience.
“NAYE INDIA KA BAZAAR “

PRODUCT PROFILE

At Big Bazaar Asansol, you will get: A wide range of products at 0-60%
lower than the corresponding market price, coupled with an international
shopping experience.
 GROUND FLOOR
Food Bazaar, Electronics, Personal Care, CSD, T24

FIRST FLOOR
Materials suiting & shirting, Textiles, Sarees, Men’s accessories, Baby
Accessories, games (toys), footwear, CPU (Crockery, Plastic, &
Utensils), Home care.

A. FOOD BAZAAR

Food Bazaar is a chain of large super market, where the best Western
and Indian values have been put together to ensure the satisfaction of the
customer.
The sub category are described below:
FOOD:
Vegetables, Snacks, Health Drink, Noodles.
NON FOOD: Home needs
Staples : Rice, Flavours, Masalas, Spices etc
 B. APPARELS

Apparels section are subdivided

1. Men’s

2. Ladies

3. Kids
4.Homeliness

C.
GENERAL MERCHANDISE:

1.LUGGAGE
 2. FOOTWEAR
3. TOYS

D.
ELECTRONICS SECTION
1. COOK & SERVE

Microwaves

cooking Ranges

Mixers & Grinders

 Juicers

2. APPLIANCES

Juice extractor

Iron

Purifier

Induction Cooker.

E. T24

F.
CPU (CROCKERY, PLASTIC, UTENSILS)
G.
NAVARAS
Organisation Structure
STORE MANAGER

ASSISTANT STORE MANAGER

DEPARTMENT MANAGER

ASSISTANT DEPARTMENT MANAGER

TEAM LEADER
SALES PERSONS or
PROMOTERS
COMPANY PROFILE
 COMPANY PROFILE

Big Bazaar is one of the fastest growing chains of India in Indian retail
market. The chain has currently 135 company stores in cities in India. It is a
subsidiary of Future Group Venture Ltd's, and follows the business model of
United States-based Wal-Mart.

The Big Bazaar brand is known for great modern style for men, women, and
children. Big Bazaar offers high level fashion styling. Since 2001, the name BIG
BAZAAR has been synonymous quality, value, and fashion integrity.

Big Bazaar offers an unparalleled collection of cloths for the entire family. .
Each garment is hand selected for quality and contemporary styling. Big Bazaar
manufactures majority of its own garments and out sources some under its direct
quality supervision. This enables us to offer the lowest possible and most
reasonable prices.
 Our goal is to provide a range of fashion wear to suit every pocket. Our
product mix represents the most current fashion trends in tops, bottoms, formals
and accessories for men, women and kids. Our courteous staff will ensure that
consumers get a perfect

All Big Bazaar’s stores are air conditioned and tastefully decorated with
easy excess to the products, giving to customers a unique shopping experience.
Big Bazaar’s trained staff will be able to help you select the garment of your
choice and also help you color coordinates the accessories that you may want to
buy.

In India, Pantaloon's Big Bazaar is planning to set up 300 hypermarkets by

2010-11. In addition, the company is aiming to increase its annual turnover to
INR13, 000 crore (USD3, 036 million). Big Bazaar Chief Executive Officer Rajan
Malhotra said: "We started with our first store in October 2001 and have now
crossed the hundred marks with three stores opened today in Pune, Cuttack and
Delhi. Our plan is to increase the number of our stores to 300 by end of the 2010-
11 fiscal years".

He added that the company is aiming at setting up another 35 stores by the

end of June 2009 taking the total store count up to 135. The company has also
announced plans to set up 450 Food Bazaar stores by 2011. According to a
company spokesperson, "At present, there are 140 Food Bazaar stores, which we
aim to expand to 450 stores by 2011." While all Big Bazaar stores will have a Food
Bazaar store, as a shop in shop (SIS) format, there will be expansion in the
standalone format as well, the spokesperson added. As of now, there are 40
standalone Food Bazaar stores. Furthermore, 100 more standalone stores are
expected as part of the expansion plan.

The group’s prime focus is fashion retailing. The Big Bazaar stores offer
affordable family fashion at prices to suit every pocket.

The group’s philosophy is integration and towards this end has initiated
backward integration in the field of high fashion by setting up a state of the art
manufacturing facility to support its retail endeavors.

Big Bazaar is one of fastest growing retailing groups. Big Bazaar’s outlets
cater to almost all price ranges. Our showrooms have a product. range so wide
that all your household needs can be catered to under one roof. Our stores give
you international quality goods and prices hard to match. The cost benefits that
we derive from our large central purchase of goods and services are passed on to
the consumer.
PRODUCTS RANGE OF BIG
BAZAAR
 PRODUCTS RANGE OF BIG BAZAAR

A product occupies a dominant position among the four elements of

marketing mix. In fact planning & development of the marketing mix normally
begins with a dear idea of the firm’s product or services.

In the word of Philip Kotler, a product is anything that can be offered to a

market for attention, acquisition, use or consumption. It includes physical objects
services, personalities, place, organization and ideas.”

Big Bazaar carries a wide range of consumer products in their stores.

Some of them are as follows:

Garments: Home furnishing:

Men Bed room

Women Drawing room

Boys Kitchen

Girls Bathroom

Infants Covers

Food mart: Households:

Beverage Thermo ware

Cooked Indian Cleaning aids

Cooked Chinese Plastics aids

Drinks Kitchen wears

Fruits & vegetables Appliance

We can say that Big Bazaar carries a wide assortment with itself:

1. Woman wear

2. Man wear

3. Fruits & Vegetables

4. Hardware

5. Car- accessories

6. Techno mart

7. Electrical goods

8. Crockery

9. Consumer durable

10.Sanitary ware.
MARKETING MIX FOR BIG
BAZAAR
 MARKETING MIX FOR BIG BAZAAR

Product:

Big Bazaar. Have various types product range in their stores. E.g. Apparel,
FMCG, home Furnishing, etc.

I took FMCG department for my project. Because FMCG products are the
most common things. In fact these are basic need of any family.

Price:

A Big Bazaar store carries all leading brands with local brands in their
stores. Big Bazaar gives discount to customer time to time. They offer weekly
offer, seasonable offers for their product, but in FMCG product they gives
discount less than other products because of costing. In fact Big Bazaar charges
are also quite similar to the other organization who so ever dealing in FMCG
product

Place:

Meerut is a place where I did my survey. Meerut is a big city and highly
populated.

I have taken 100 of people in Shastri Nagar (Meerut) those belong to high
class society. The location of this center is very good.
Promotion:

That is some promoting tools that have been adopted by company.

@ Television:

Big Bazaar advertisements can be finding on domestic channel and every

local channel.

@ News paper:

Hindustan times, times of India, many regional papers and local papers.

@ Hoarding:

Hoardings are also part of advertisement of Big Bazaar. Even its plays a vital
role.
EXPANSION PLAN
 EXPANSION PLAN

The company inaugurated its first mall in Mumbai, its first in the western
region. Chief Executive Officer Rajan Malhotra said the company would expand to
cities. The chain currently has 135 company stores in 71 cities in India.

Now company is planning to expend it Big Bazaar chain of retail outlet. . It

will open 20-25 stores in class-B cities of Rajasthan, Uttar Pradesh, Himachal
Pradesh, Gujarat and Punjab. While some stores will be standalone, others will be
opened in malls. Mr.Rajan Malhotra says on that “The expansion will be funded
mostly through an initial public offering*. "We are conducting the due diligence
and will file the red herring prospectus with the Securities and Exchange Board of
India soon," said Mr Malhotra "We would initially generate Rs 100 crore from the
equity market,"* he added.

Big Bazaar Retail will thus add six-seven lakh sq. ft of retail space (25,000-
30,000 sq. ft. per store). The capacity of the company's garment manufacturing
facility at Gurgaon (Delhi-NCR) will also be expanded to 2.5 lakh pieces a month
from one lakh pieces. All garments sold by the stores are sourced from this
facility.

Apart from readymade garments, Big Bazaar retails watches, sunglasses,

electrical appliances, perfumes and cosmetics. The company has a turnover target
of Rs 300 crore for the current fiscal against the Rs 147 crore it clocked last year.
BIG BAZAAR COMING SOON AT:-

1. CHANDIGARG

2. PUNE

3. CUTTAK

4. NEW DELHI

5. GWALIOR

Thus I would like to say that this time Big Bazaar is going to open many stores
at various locations. Not only in metro’s but in b-class cities. In fact they are
reaching directly to the mind of the Indian consumer.
LOYALITY PROGRAMME
 LOYALITY PROGRAMME

BIG BAZAAR Loyalty programme gives the Indian consumer of being

rewarded every time he makes a purchase at any of their stores anywhere in the

country. Consumers can make purchases at any store and accumulate points at a

central level. These points are redeemable at any of our stores. Customers can

accumulate points even when customers make a purchase while traveling and

redeem points at any store. So no matter where the customers are in India you can

partake in Big Bazaar loyalty programme.

THE BIG BAZAAR PROMISES:

1. MANUFACTURER’S WARRENTIES ON ALL

PRODUCTS:

Big Bazaar promises to sell only the original products from the

authorized dealers; so that all applicable products carry the original

manufacturer’s warranty. To service any product purchased at Big

Bazaar, customer can visit the authorized service centre of the

manufacturer. The invoice accompanying the product is the warranty

document.

2. GUARANTED DELIVERY:

Big Bazaar guarantees to deliver the exact product that has selected,

without defects. In case of receiving a different product, or if the product

is damaged in transit, the customer should contact it within the

stipulated time period and Big Bazaar will ensure that it is replaced or

refunded.
 3. SECURE PAYMENT:

It commits to ensure that no payment misuse happens, so we work with

banks and payment gateways to ensure that your information is

protected. Payments are protected both by it and by the policies of

customer’s bank, and the chances of fraud in these channels are actually

very low. Big Bazaar openly publishes its office addresses and is part of

India’s largest retail company with a presence all over India- so you

know how to contact us in person, if required.

4. OUR SIMPLE 7-DAYS RETURN POLICY:

If customer has purchased something at Future Bazaar and the product

doesn’t meets its expectations or doesnot fit to his needs , then it can

return the product to us ; no questions asked, as long as it is in original

packaging and accompanied by its invoice. We will even make the

return process simple for you- just contact our customer support and

we’ll arrange to pick up the product from your home. Alternately, you

can drop it off at the nearest Big Bazaar.

 5. PROMPT CUSTOMER SUPPORT:

Our customer support is manned by dedicated call centre personnel, who

can take decisions and resolve your problems. They are eager to solve

your problems and are aware of the processes and means to handle them.

In case they cannot solve the problem at their end, they will trigger the

required action on your behalf or advice you the best possible method to

a successful fulfilment of all your queries. Be assured that when you

call us, your call is being taken seriously.

GROUP VISION:

Future Group shall deliver Everything, Everywhere, Every time for

Every Indian Consumer in the most profitable manner

GROUP MISSION:

• We share the vision and belief that our customers and stakeholders

shall be served only by creating and executing future scenarios in the

consumption space leading to economic development.

• We will be the trendsetters in evolving delivery formats, creating retail

realty, making consumption affordable for all customer segments – for

classes and for masses.

• We shall infuse Indian brands with confidence and renewed ambition.

• We shall be efficient, cost- conscious and committed to quality in

whatever we do. We shall ensure that our positive attitude, sincerity,

humility and united determination shall be the driving force to make us

successful.
SWOT

Strength

 High brand value

 Good infrastructure

 Trained stuff

 Everyday low prices and various offer , which attract

customers

 Biggest retail chain in India

 Available facilities such as home delivery , booking goods

on discount rate

Weakness

 The location of Asansol BB

 Space is not enough , overcrowded during offers

  A number of branded products are missing

 Variety of product is missing ( Apparel section)

Opportunity

 Asansol is a huge market

 Increasing mall culture in Asansol

Threat

 Competitors are Reliance , Spencer , Mohon Fashion,

Geeta fashion ,Bazar Kolkata

 Asansol market is a hub for garments & food items

 International players looking to foray India

 There are many customers in Asansol who buys products

on credit but Big Bazaar does not sells its products on

credit.
OBJECTIVE

1. To identify and understand the marketing strategies applied by this

company.

2. To develop guidelines to build a retailing business.

3. To identify the competition in the market and develop strategies

for retailing business accordingly.

4. To identify significant characteristics of the end consumer,

understand its significance for the retailing business and develop

strategies accordingly.

5. To know the growth of retail industry with respect to Big Bazaar.

6. To know about Big Bazaar.

7. To know about its competitors.

8. To know about its customers.

9. To know about its promoters & organization structure.

10. To know SWOT Analysis.

11. To earn practical knowledge.

12. To analyze problem which i am facing while working on the

field.

13. To know about its marketing strategies.

MARKETING STRATEGIES OF

BIG BAZAAR ASANSOL

THE MARKET

MARKETING STRATEGY

DIFFERENT TYPES OF MARKETING STRATEGIES

MARKETING STRATEGIES APPLIED AT BIG BAZAAR.

THE MARKET
The concept of market is very important in marketing. P. Kotler

defines a market as an area for potential exchanges. Thus a market

is a group of buyers and sellers interested in negotiating the terms

of purchase or sale of goods or service.

DEFINITION OF MARKETING

1) P. Kotler defines marketing as a set of human activities

directed at facilitating and consummating exchanges. The

essence of marketing is

exchange of product and the transaction is to satisfy human needs

and wants.

IMPORTANCE OF MARKETING

Marketing is recognized as the most significant activity in our

society. Our life styles are continuously affected by a wide range

of marketing activities. Marketing alone can put goods and

services we want and need at our doorsteps.

Marketing is a vital connecting link between producers and

consumers. Marketing is directly responsible to maintain the

equilibrium between mass production and mass consumption.

 MARKETING STRATEGY

PROCESS FOLLOWED

Segmentation, Targeting and Positioning together comprise a three

stage process.

a> Determine which kind of customers exist.

b> Select which ones we are best off trying to serve,

c> Implement our segmentation by optimizing our products/

services for that segment and communicating that we have

made choice to distinguish ourselves that way.

SEGMENTATION:

Segmentation involves findings out what kinds of customers with

different needs exist. In the auto market, for example, some consumers

demand speed and performance, while others are much more concerned

about roominess and safety. In general, it holds true that “you can’t be

all things to all people”, and experience has demonstrated that firms that
specialize in meeting the needs of one group of consumers over another

tend to be more profitable.

Several different kinds of variables can be used for segmentation :-

1>Demographic variables essentially refer to personal statistics such

as income, gender, education, location, ethnicity, and family size.

Campbell’s soup, for instance, has found that Western U.S

consumers on the average prefer spicier soups- thus, you get a

different product in the same cans at the East and West coasts.

2>Another basis for segmentation is behaviour. Some consumers are

“brand loyal” – i.e: they tend to stick with their preffered brands

even when a competing one is on sale.

3>One can also segment on benefits sought, essentially bypassing

demographic explanatory variables. Some consumers, for example,

like scented soap (a segment likely to be attracted to brands such as

Irish Spring). While others prefer the “clean” feeling of unscented

soap (the “Ivory” segment). Some consumers use toothpaste

 primarily to promote oral health, while another segment is more

interested in breathe freshening.

TARGETING

In the next step, we decide to target one or more segments. Our choice

should generally depend on several factors:-

FIRSTLY:

How well are existing segments served by other manufacturers? It will

be more difficult to appeal to segment that is already well served than to

one whose needs are not currently being served well.

SECONDLY:

How large is the segment, and how can we expect it to grow?

THIRDLY:

Do we have strengths as a company that will help us appeal particularly

to one group of consumers?

 1>Big Bazaar targets higher & middle class customers.

2> Big Bazaar specifically targets working women and home makers

who are primary decision maker. It is a part of Big Bazaar’s new

Guerrilla Marketing Strategy.

POSITIONING

Positioning involves implementing our targeting. Big Bazaar is

positioning to its targeting customers, middle class by giving discount

offers, working women by monthly saving Bazaars and home makers by

providing a wide range of food, non food, fruits and vegetables.

DIFFERENT TYPES OF MARKETING STRATEGIES

BELOW THE LINE PROMOTION:

Coupons, discount, more of the product at normal price, gift with

purchase, competitions & prizes, money back offer, special occasion.

ABOVE THE LINE PROMOTION

1> Giving advertisements in news papers, T.V, Internet

(which gives the opportunity to shop online from the

website)

2> Partnership with Big Filx, Big 92.7 F.M

VISUAL MERCHANDISING

1> Interior merchandising

a> It includes danglers, signage, standees, distribution of

pamphlets, which gives details about offers.

b>Display, point of purchase, fixture, equipment and

furnishing of store layout

c> Product packaging and label.

2> EXTERIOR MERCHANDISING

a> Advertising on popular T.V channels like Drishti,

channel 9 etc

b>Road show carried out by the Big Bazaar staff with

announcements about the offers to make people

aware.

c> Newspaper ads in almost all daily local news papers

like Bardhaman, Dainik Jagran, Portidin etc. On

different days during the period of offers.

 ADVERTISING

Advertising is recognized as an indispensable tool of promotion. It has

acquired a lot of significance in the national and international markets.

With the advent of globalization and liberation its imperativeness in the

Indian retail sector has increased as a result of competition, latest

technologies, and the rapidly changing consumers lifestyles.

TYPES OF ADVERTISING

1>INFORMATIVE ADVERTISING

Purchases of durable products are generally erratic and often too

expensive to buy, so the retailer spends a huge amount on

informative advertising.

2>CLASSIFIED ADVERTISING

It refers to messages, which are placed under specific headings and

columns in various magazines and newspapers.

MARKETING STRATEGIES APPLIED AT BIG

BAZAAR ASANSOL

BIG BAZAAR PROVIDES OFFERS TO THE

CUSTOMER WHICH STARTS FROM JULY

 1st july to 31 July 20% off watch and sun

glass

 10th August to 15th August big day upto 60%

off

 Puja sale.

 Diwali special offers.

 Christmas special.

 E O S S( END OF SEASON SALE) from

15th December to 15th January.

 Big day from 20th January to 26th January.

 Exchange offers from 18th February to 1st

April, it is issuance 25th March upto.

 Chaitra sale
 public holiday sale

 Monthly bachat bazaar

 Wednesday offer
kitchen festival

SOME EXAMPLES WITH PHOTOS OF THE ABOVE

STRATEGIES

1st july to 31 July 20% off watch and sun glass

Diwali special offers

Wednesday bazaar

1) GREAT INDIAN KITCHEN FESTIVAL

 Kitchen festival is one of the attracting strategy of Big Bazaar

Asansol to promote their offers on kitchen utensils besides all

offers few types of contest were also set as example

1. Salad Dressing Competition

2. Cooking Tips

3. Cooking Competition

4. Ms. Kitchen Smart

I have got the opportunity for participating in these event

management during my internship.

JUST TRY KARO OFFER

BIG DAYS
THE CLASSIFICATION OF FOUR P’S

MARKETING INCLUDES MARKETING STRATEGIES OF

PRODUCT, PRICE, PLACE

& PROMOTION.

1> PRODUCT

2> PRICE

3> PLACE

4> PROMOTION

5> LIMITATION OF MARKETING MIX

ANALYSIS
The classification of four P’s of marketing includes marketing strategies

of product, price, place & promotion. The following diagram is helpful

in determining the main ingredients of four P’s in a marketing mix.

PRODUCT:

In simpler terms, product includes all features and combination of goods

and related services that a company offer to its customers.

Product is the most important aspect of marketing mix for manufacturers

because products are the market expression of the company’s

productive capabilities and determine its ability to link with consumers.

So product policy and strategy are of prime importance to an enterprise,

and product decision dictate the scope and direction of company activity.

Moreover, the market indicators such as profits, sales, image, market

shares, reputations and status are also dependent on them.

In Big Bazaar Asansol there are many products which are of utmost

superior quality. Here we can find for men’s section products of

superior brands like AFL, MATRIX, LEE COOPER, KNIGHTHOOD,

DJ & C.

In women’s section we can find products of brands like SHYLA, RIYA

RITU, SRISHTI, DJ&C, SPUNK etc

In Food Bazaar there are also products of superior qualities like Golden

Harvest, Tata, saffola, Fortune etc.

PRICING:

Pricing is basically setting a specific price for a product or service

offered. In a simplistic to the concept of price as the amount of money

that customers have to pay to obtain the product. Setting a price is not

something simple. Normally it has been taken as a general law that a low

price will attract more customers. It is not a valid argument as customers

do not respond to price alone; they respond to value so a lower price

does not necessarily mean expanded sale if the product is not fulfilling
the expectation of the customers. Generally pricing strategy under

marketing mix analysis is divided into two parts: price determination

and price administration. Price determination is referred to as the

processes and activities employed to arrive at a price for a product

including consideration of relative prices of products within the same

line & qualities.

Big Bazaar Asansol has applied a very good strategy in terms of pricing

like here any one can get a t-shirt of just RS 199 , Jeans of RS 299, kids

co-ordinate @ 99 which is not possible for its competitors to sell in this

range

PLACE:

Place under marketing mix involves all company activities that make the

product available to the targeted customers while planning placement

strategy under marketing mix analysis, companies consider six different

channel decisions including choosing between direct access to customers

or involving middleman, choosing single or multiple channels of

distributions, the length of the distribution channel, the types of

intermediaries, the number of distributers, and which intermediary to use

based on the quality and reputation.

The location of Big Bazaar Asansol is very good it is situated in the

heart of industrial areas. Transport facilities is also available for the

customers day & night, Polo ground is just beside the Big Bazaar so that

customers can watch some big matches along with shopping, the

ambience is very good in respect to its competitors. due to the industries

like IISCO & ECL many customers are targeted easily in this area.

Asansol covers total population of around 5,00,000 and in this Big

Bazaar has covered approximately 1,200 foot fall every day

PROMOTION

Promotional strategies include all means through which a company

communicates the benefits and values of its products and persuades

targeted customers to buy them. The best way to understand promotion

is through the concept of the marketing communication process that

requires interaction between two people or groups, encompassing

senders, messages, media and receivers.

Big Bazaar uses Canter Announcement, Vehicle Announcement,

Vehicle Rally, Leaflet etc. T.v ads, newspaper ads, hoardings, banners

etc.

LIMITATION OF 4 P’S OF MARKETING

Despite the fact that marketing mix analysis is used as a synonym for the

4P’s of marketing, it is criticized on the point that it caters seller’s view

of market analysis not customers view. To tackle this criticism,

attempted to match 4 P’s of marketing with 4 C’s of marketing to

address consumers view.

PRODUCT : CUSTOMER SOLUTION

PRICE : CUSTOMER COST

PLACE : CONVENIENCE

PROMOTION : COMMUNICATION

Research Design

Title of the study

Objective

To study the effectiveness of marketing strategy of Big

Bazaar Asansol

Research Methodology

Four types of research methods:

1. Qualitative
 2. Quantitative

3. Mixed ( qualitative and quantitative)

4. Critical and action oriented

Common types of Qualitative Methodology

 Surveys

 Longitudinal

 Cross-sectional , correlation

 Experimental

 Quasi-experimental

 Ex-post facto research

 Common types of Quantitative Methodology

  Biographical

 Phenomenological

 Ethnographical

 Case Study

Qualitative Methodology

In my research I follow SURVEY method.

  Survey Method
The Survey method is the technique of gathering data by asking questions to
people who are thought to have desired information. A formal list of
questionnaire is prepared. Generally a non disguised approach is used. The
respondents are asked questions on their demographic interest opinion.

 Advantages of Survey Method

1. As compared to other methods (direct observation, experimentation)

survey yield a broader range of information. Surveys are effective to
produce information on socio-economic characteristics, attitudes,
opinions, motives etc and to gather information for planning product
features, advertising media, sales promotion, channels of distribution
and other marketing variables.
2. Questioning is usually faster and cheaper that Observation.
3. Questions are simple to administer.
4. Data is reliable

5. The variability of results is reduced.

6. It is relatively simple to analyze, quote and interrelate the data obtained
by survey method

 Disadvantages of Survey Method

1. Unwillingness of respondents to provide information- This
requires salesmanship on the part of the interviewer. The
 interviewer may assure that the information will be kept secret or
apply the technique of offering some presents.
2. Inability of the respondents to provide information- This may be
due to
a. Lack of knowledge
b. Lapse of memory
c. Inability to identify their motives and provide “reasons
why?” for their actions
3. Human Biases of the respondents are there, for e.g.: “Ego”
4. Symantec difficulties are there - it is difficult, if not impossible, to
state a given question in such a way that it will mean exactly same
thing to each respondent. Similarly two different wordings of the
same question will frequently produce quite different results.

•How to overcome the limitations of Survey Method

1. Careful framing and phrasing of questions.
2. Careful control of data gathering by employing specially trained
investigators who will observe carefully report on subtle reactions
of persons interviewed
3. Cautious interpretations by a clear recognition of the limitations of
the data and understating of what exactly the data represents. This
is especially true of responses to questions like - “What price
would you be willing to pay for this product?”
4. Looking at facts in relative rather

than absolute terms.

Reference period:
  Limitations of the study
Time constraint The allotted time to conduct the survey was 30 days.
Therefore it became a bit difficult to cover the entire city of asansol..

Availability of data: All of the shopping mall was not in favour of

us conducting the survey inside their premises as it would disturb their
customers. ‘Non-willingness of the respondents to answer the
questionnaire was also a hurdle.

Reliability of data: Reliability of data always remains a prime

concern when humans are surveyed. Mon-interest, poor understanding,
unclear questions, inability to
think instantly and customer biases creeps in
apprehensiveness in the minds of the researcher while tabulating and
analyzing the data.

DATA ANALYSIS AND INTERPRETATION

Interpretation

As my project title is effectiveness of marketing strategy, I surveyed

inside big bazaar.
 Inside the Big Bazaar i visited many people from dawn to dusk and
Out of 200
asked some questions related to my topic . Depending on the number of
response I get
75 ,customers
developed this
are of agegraph.
between 15-25

80 customers are of age between 26-35

25 customers are of age between 36-45

Q1> 20 customers are of age between 46-65

AGE

INTERPRETATION

From this we can interpret that most of the customer are of age 26-35 and after that are of
between 15-25 This indicate that BB Asansol need to focus on the age group of 36-45 and 45-
65
 Out of 200 customers

120 are Male

80 are Female
Q2>
SEX

From this we can interpret that most of the customer are Male but this doesn’t mean that there
are less female customers . but during my survey many female customers refused to answer to
the Questionnaire.
Q3> IN WHICH PERIOD DO YOU LIKE TO SHOP ?
Out of 200 customers

75 of them shop on daily basis

70 of them shop on weekly basis

30 of them shop on monthly basis

25 of them shop on occasionally

basis

INTERPRETATION
From this we can interpret that most of the customer are coming here are weekly customers
and daily customers . Asansol Big Bazaar have to focus on monthly and occasion ally
customers.

Q4>
WHICH SHOP/ MALL DO YOU PREFER MOST FOR
SHOPPING?
Out of 200 customers

25 of them does shopping from Spencer

35 of them does shopping from Mohan

45 of them does shopping from B.N. Ghanty

95 of them does shopping from Bazaar Kolkata

INTERPRETATION

From this we can interpret that most of the customer are doing shoping from Bazaar
Kolkata and after that Mohan, Spencer, and B.N. Ghanty. Big Bazaar Asansol has to use
effective marketing strategy for attracting the customers who are doing shoping from
other shops/ malls in that locality.

Q5> WHY DO YOU PREFER THAT SHOPS/MALLS ?

Out of 200 customers

45 of them does shopping due to Best Discount from other shops mentioned above

45 of them does shopping due to Best Offer from other shops mentioned above

30 of them does shopping due to employee behaviour from other shops

mentioned above

80 of them does shopping due to reasonable price from other shops mentioned
above

INTERPRETATION
 From this we can interpret that most of the customer who are doing shoping from Bazaar
Kolkata , Mohan, spencer, B.N . Ghanty are attracted towards them due to Resaonable
price, Best discount, They are not going for the quality of the produts, as in Big Bazaar
all the products are of superiour quality and due to the quality the price of some products

are high but the perception of customers is different. In BB Asansol there are products for
all class of customers

Q6> WHAT IS THE MOST ATTRACTIVE THING THAT BRINGS YOU HERE
AT BIG BAZAAR ?
Out of 200 customers

30 of them come here at Big Bazaar by signage

45 of them come here at Big Bazaar by banner

45 of them come here at Big Bazaar by t.v ads

80 of them come here at Big Bazaar by Word Of Mouth

INTERPRETATION

From this we can interpret that most of the customer are coming here are through word of
mouth and T.V Ads. BB ASansol has to focus on Signage and Banners, As in this locality
there are not sophisticated banners of BB but Mohan, Uninor, Dutta Optics, BAZAR
KOLKATA , GEETA FASHION; Reliance Trend has many banners, signage for their
customers.
FINDINGS
 Store performing well in attracting the customers
 Big Bazaar provides better shopping experience
 Brands and products availability in Big Bazaar is not up to the
mark( specially in fashion wares like the Size & Variety of new trend)
 No Noisy and unpleasant environment to irritate customers. Air
conditioning is really good
 Discount and offers doing well in the store
 In offer days store management is good
 Home delivery services are used by the customers
 Product display and signage is good
 Location of Big Bazaar is outstanding. It is situated central business
district(CBD).
 Parking facility is good in Big Bazaar
 Cleanliness and hygiene maintained in the store is up to the mark.
 RECOMMENDATIONS
 Create awareness
 There should be proper assortment of various product categories
 Proper signage should be there so that customer can locate the
products easily.
 Cleanliness and hygiene should be maintained regularly.
 Proper training should be provided to sales person so that they can
deal with customers efficiently.
 Various schemes and offers can be provided to them and attract
new customers.
 No. of cash counters should be increased keeping in view customer
traffic intensity.
 Quality in product should be increased
 Big Bazaar should keep offers in regular intervals so that there
should not be long term gap, because offer is the most influencing
factor which is responsible for customer purchase decision.
 And they also concentrate on TV ads they should show ads and
promotional offers in a regular intervals in three languages like
Bengali, Hindi, English.
 Hoarding should be placed in uncovered areas.
 PERSONAL LEARNING
An attempt to prepare my project would not be completed if I do
not express my heart-felt gratitude to my Mentor Mr. Amit Goon
(Assistant Department Manager, apparel, Big Bazaar), Mr. Rajib
Saha (Store Manager, Big Bazaar Asansol ), and all the managers
and employees of Big Bazaar.
Asansol Big Bazaar generally gives special trust upon BTL (Below
The Level) marketing activities for their promotion. From there i
have learned some basic BTL activities like Canter
Announcement, Vehicle Announcement, Vehicle Rally, Leaflet
etc. During my internship period i have acquired new knowledge
of marketing techniques, in store marketing activities from grass
root level, inwarding of products, how to handle customer
tactfully, what is the need of that customer, how to convince and
confuse them and pull them for purchasing any product. I have
learned how to handle cash billing, proper segregation of
heterogeneous products so that the customers can easily attracted
by them. I have also got some basic ideas of event management
when i was a part of Big Bazaar’s activity like Great Indian
Kitchen Festival. I have got some practical skill of PR activities
like door to door campaigning, building good relations with
employees and my seniors and maintaining the image of Big
Bazaar.
Conclusion

Indian retail sector is witnessing one of the most hectic Marketing

activities of all times.  The companies are fighting to win the hearts
of customer who is God as said by the business tycoons. There is
always a ‘first mover advantage’ in an upcoming sector. In India,
that advantage goes to “BIG BAZAAR”. It has brought about
many changes in the buying habits of people. It has created
formats, which provide all items under one roof at low rates.
The consumer’s preferences are changing & they are moving from
traditional kirana stores to modern retail outlet. It’s the main
challenge to the modern retail outlet to attract the customers
towards them from that competitors. To attract more customers
companies have to carry out the promotional activities in unique
way. Big Bazaar has maintained that uniqueness & has succeeded
in attracting customers.
The promotional activity of the company, which famous as less
price than others as it says “NOBODY SELLS CHEAPER AND
BETTER” is made its place in minds of customers. As the
competition is becoming stiff in the market the activities conducted
by the company are unique, that have brought fruitful result to the
company. Among them sales promotions is one of the leading
activity or unique among all other activities & has high influence
on the customer walk-in.
 LIMITATION OF THE STUDY
 Time limit is the major constraint
 Some respondent refuse to co-operate
 Some respondent replied half heartedly
 Some respondent gave incomplete information.
 The survey was conducted in very general way as no
other variable such as their educational level,
occupation and sex.

QUESTIONNAIRE

NAME................................................................

AGE.............................

SEX: [MALE ] [FEMALE]

CONATCT NO.........................................................

IN WHICH PERIOD DO YOU LIKE TO SHOP?

[DAILY ] [WEEKLY] [MONTHLY] [OCCASIONALLY]

WHICH SHOP/ MALL DO YOU PREFER MOST?

[SPENCER] [MOHAN] [B.N. GHANTY] [BAZAAR KOLKATA]

WHY DO YOU PREFER THAT SHOP/ MALL?

[BEST DISCOUNT] [BEST OFFER] [EMPLOYEE BEHAVIOUR]

[REASONABLE PRICE]

EXPRESS YOUR EXPERIENCE BETWEEN BIG BAZAAR AND THE

SHOP/ MALL YOU PREFERED.

.....................................................................................................................................
.....................................................................................................................................
..............................................

WHAT IS THE MOST ATTRACTIVE THING THAT BRINGS YOU

HERE?

[SIGNAGE] [BANNERS] [T.V ADS] [WOM]

WOULD YOU LIKE TO GIVE ANY SUGGESTION.

…………………………………………………………………………….
BIBILOGRAPHY

Book Referred

Research Methodology (C.R. Kothari)

Retailing Management (Levy & Weitz)

It Happened in India – Mr. Keshor Biyani

Website

http://bigbazaar.futurebazaar.com/indexBigBazaar.jsp

www.thehindubusiness.com/iw/2005/12/25/stories.

www.slideshare.com

www.google.com/images

www.futuregroup.com