An

FINAL REPORT OF MANAGEMENT THESIS- II

On

To study the growth of

Retail sector in India: A Case of Big
Bazaar
-: SUBMITTED BY:Mr. Aaqueeb Pasha
INC VASHI
7NBMN002
IN THE PARTIAL FULFILLMENT OF THE

MASTER OF BUSINESS ADMINISTRATION

-: UNDER GUIDANCE OF:Dr. Shubham Agarwal

-: SUBMITTED TO:ICFAI NATIONAL COLLEGE, VASHI
2007-09
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DECLARATION

I hereby declare that the Initial Report entitled An Analytical Study of the
Development of Retail Marketing in India : A Case of Big Bazaar submitted for
Management Thesis-II , under the supervision & guidance of Dr. Meena Vazirani, in
partial fulfillment of MBA, ICFAI National College, Vashi.
Place: Vashi

Name: Mr. Jayesh Parte

Date: 18/12/2008

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CERTIFICATE

This

is

to

certify

that

the

Management

Thesis

titled

___________________________________
______________________________________________________________________submitted
by_____________________________________ Enroll No: _____________________________ during
Semester _________ of the MBA Program (The Class of 2009) embodies original work
done by him.

Signature of the Faculty Supervisor

Name (in Capitals)

____________________________________________

Designation

____________________________________________

Campus

____________________________________________

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SR.NO

PARTICULARS

Page
no

ACKNOWLDGEMENT

LIST OF TABLES & ILLUSTRATIONS

ABBREVIATIONS

INTRODUCTION

OBJECTIVE

12

RESEARCH METHODOLOGY

14

FINDING & SUGGESTIONS

19

10

COMPANY PROFILE

33

11

SUMMARY

42

12

CONCLUSION

43

13

REFERANCES

44

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TABLE OF CONTENTS

ACKNOWLEDGEMENT

I took this opportunity to express my gratitude to all those who have helped me
to make this project a success. I would like to thankful my Dr. Meena Vazirani who
helped and guided me throughout the development of the project, He provided me all
kind of information, and inspired me to complete the project successfully. I am also
thankful to Principal for his valuable support & guidance.
I would like to thank everyone who contributed for the success of this
project. I must thank them whose valuable guidance makes it so simple and support me
during the project development directly or indirectly.

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LIST OF TABLES & ILLUSTRATIONS

Sr. no
PARTICULARS
Pie chart

PAGE NO
08

1
2

Tables

23 & 24

Picture

19 & 21

ABBREVIATIONS
SWOT: strength weakness opportunities threats
Porters 5 force model
1 threat of new entrant
2 the bargaining power of buyers
3 the bargaining power of suppliers
4 the rivalry among existing players
5 the threat of substitute products

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 GDP: gross domestic product

FMCG: Fast moving consumer goods
PRIL: Pantaloon Retail India Limited

Introduction
The Indian Retail Industry is the largest among all the industries, accounting for
over 10 per cent of the countrys GDP and around 8 per cent of the employment. The
Retail Industry in India has come forth as one of the most dynamic and fast paced
industries with several players entering the market.
Retailing in India is gradually inching its way toward becoming the next boom
industry. The whole concept of shopping has altered in terms of format and consumer
buying behavior, ushering in a revolution in shopping in India. Modern retail has entered
India as seen in sprawling shopping centers, multi-storied malls
and huge complexes offer shopping, entertainment and food all
under one roof. The Indian retailing sector is at an inflexion point
where the growth of organized retailing and growth in the
consumption by the Indian population is going to take a higher
growth trajectory. The Indian population is witnessing a significant change in its
demographics.

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Retail and real estate are the two booming sectors of India in the present times.
And if industry experts are to be believed, the prospects of both the sectors are mutually
dependent on each other. Retail, one of Indias largest industries, has presently emerged
as one of the most dynamic and fast paced industries of our times with several players
entering the market. Accounting for over 10 per cent of the countrys GDP and around
eight per cent of the employment retailing in India is gradually inching its way toward
becoming the next boom industry.
As the contemporary retail sector in India is reflected in sprawling shopping
centers, multiplex- malls and huge complexes offer shopping, entertainment and food all
under one roof, the concept of shopping has altered in terms of format and consumer
buying behavior, ushering in a revolution in shopping in India. This has also contributed
to large-scale investments in the real estate sector with major national and global players
investing in developing the infrastructure and construction of the retailing business. The
trends that are driving the growth of the retail sector in India are

Low share of organized retailing

Falling real estate prices

Increase in disposable income and customer aspiration

Increase in expenditure for luxury items (CHART)

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Another credible factor in the prospects of the retail sector in India is the increase in
the young working population. In India, hefty pay packets, nuclear families in urban
areas, along with increasing working-women population and emerging opportunities
in the services sector. These key factors have been the growth drivers of the
organized retail sector in India which now boast of retailing almost all the
preferences of life - Apparel & Accessories, Appliances, Electronics, Cosmetics and
Toiletries, Home & Office Products, Travel and Leisure and many more. With this the
retail sector in India is witnessing rejuvenation as traditional markets make way for
new formats such as departmental stores, hypermarkets, supermarkets and specialty
stores.

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INDUSTRY EVOLUTION

Traditionally retailing in India can be traced to

The emergence of the neighborhood Kirana stores catering to the convenience of

the consumers

Era of government support for rural retail: Indigenous franchise model of store
chains run by Khadi & Village Industries Commission

1980s experienced slow change as India began to open up economy.

Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumar's and
Grasim first saw the emergence of retail chains

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Later Titan successfully created an organized retailing concept and established a

series of showrooms for its premium watches

The latter half of the 1990s saw a fresh wave of entrants with a shift from
Manufactures to Pure Retailers.

For e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet M and
Music World in music; Crossword and Fountainhead in books.

Post 1995 onwards saw an emergence of shopping centers

Mainly in urban areas, with facilities like car parking

Targeted to provide a complete destination experience for all segments of society

Emergence of hyper and super markets trying to provide customer with 3 Vs Value, Variety and Volume

Expanding target consumer segment: The Sachet revolution - example of

reaching to the bottom of the pyramid.

At year end of 2000 the size of the Indian organized retail industry is estimated at
Rs. 13,000 crore.

OBJECTIVE
To perform a Management Thesis there must be certain objectives in front of the
student, which will show a specific way to work on Management Thesis. In reality
objectives is nothing but a part of future planning and effective planning is half work

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done, when we see objectives for working on Management Thesis we can effectively
utilize our strength, time and tem management.
For the betterment of Management Thesis I also set some objectives in front of me,
this proved very helpful in Management Thesis. I have performed work according these
objectives. The objectives, which we have selected, are as bellow.

1.

To identify and understand the significance of retailing in the current business

environment

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 identify the paradigm shifts in retailing business with increasing scope of

technology / e-business and develop strategies accordingly

6.

To know the growth of retail industry with respect to big bazaar.

7.

To know the factors affecting for retail industry.

8.

To find the factors which are behind the change of Indian Retailing Industry?

9.

To understand the benefits to customers, manufactures, wholesalers, and the

economy from Retail sector.

10.

To know about Big Bazaar.

11.

To know about its competitors.

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12.

To know about its customers

13.

To know about its Promoters & Organizational structure.

14.

To know about its strengths, weaknesses, opportunities & threats.

15.

To earn practical knowledge.

16.

To analyze problems which I am facing while working on field.

17.

To know about marketing strategies.

18.

Last but not the least to know about retail business

Research Methodology

Research Plan obtain pioneer place while working on any project. So we

go through the research plan.
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The research plan is as follows:While working on our Management Thesis, the participation of manager,
sales manager, marketing manager, auditor, employees, etc. & our professors enlighten
the use of theoretical concepts in actual business world. Their views & suggestions
proved very useful in the successful completion of our Management Thesis.
We developed the research plan into various components:A] Data sources
B] Research instruments
C] Sampling methods

A] Data Sources
1) Primary data:Primary data is collected from the locality of the coverage area. We have
taken in to consideration the views of manager, sales manager, marketing manager,
auditor, employees, etc. & our professors about the relevant subject & also pay attention
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towards their suggestions. Their suggestions are incorporated in the report. This data
prepared the basis for the Management Thesis report.
Beside of all this, some data is also collected by we ourselves.

2) Secondary data:Same as above some data is collected from the media also.
i) Newspapers
ii) Magazines
iii) Books on Management
iv) Text books

B] Research Instruments
To collect the primary data for the Management Thesis, we have selected
some questions in concern with the organization i.e. Big Bazaar. We used these
questions as a research instruments for knowing the facts.

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These questions are as follows:1) Questions related to their marketing management.

2) Questions related to their capital.
3) Questions related to their investment.
4) Questions related to their turn over.
5) Questions related to their advertise expenditure.
6) Questions related to their interpersonal relations with Customers
7) Questions related to their competitors.
8) Questions related to their organizational structure.
9) Questions related to training & development of employers
10) Questions related to motivation.
11) Questions related to role of personal manager in the organization.

C] Sampling Plan

A sampling plan is most important to do Management Thesis successfully.

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The points considered in the sampling plan are as following:-

I) Sampling Unit:The staff of the organization including the managers of different

departments and the employees was targeted for the Management Thesis.

II) Sampling Quantity:The sampling quantity was 24 & all are related with Big Bazaar. Apart
from this we also considered some customers of Big Bazaar.

iii) Coverage:The coverage of the survey was whole organization i.e. Big Bazaar.

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LIMITATION
Collection of data related to marketing strategy of Big Bazzar is a difficult task
because this information is very rarely available with secondary resources therefore it
requires more time and lot of efforts.

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Findings and suggestions

Big Bazaar is planning to position itself as a value retailer after being hived off as
an independent company within the Future Group. While a new company has been
floated under the name of Future Hypermarket, the retailer is now considering a new
name to represent its discount format. Speaking to Business Line, Mr. Rajan Malhotra,
Chief Executive Officer, Big Bazaar, said, Although we have registered a new company
under the name of Future Hypermarket, we intend changing its name. Big Bazaar is not
a hypermarket and is more of a value-for-money format and that is what the new
company would stand for.
Currently, Big Bazaar contributes 64 per cent of the Future Groups total turnover
of Rs 7,000 crore. With its standalone status as a company, Big Bazaar is expecting to
drive greater efficiencies in its back-end operations. As Mr. Malhotra says, There would
be clarity for the concept as we become a separate company. There would be back-end
efficiency in our operations.

With amalgamation of formats under various heads

ranging from Food Bazaar to Furniture Bazaar, Big Bazaar is looking at distinguishing
itself as a value retailer in its segment rather than being clubbed with the rest of the
existing hypermarkets in the country.
Besides, it is looking forward to re-launching its private label, DJ & C, as a
national brand by giving the brand rights to Future Brands (the group vertical handling
brands in the group). Targeting the youth segment, DJ&C is today worth Rs 200 crore in
Bazaars kitty. We intend re-launching it as a national brand through other retail
outlets by the end of this month. We believe Big Bazaar has moved into a mature phase
and that is a compelling reason to launch our youth brand at a national level. The DJ&C

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brand has crossed a turnover of Rs 200 crore and now has enough pull to take it to its
next level, states Mr. Malhotra.
Having forged long-term relationships with a host of FMCG players through
MoUs, Big Bazaar is open to new categories being tested through its formats. We are
open to the highest selling brands such as Pears and Dove opening the new age
categories at our stores, says Mr. Malhotra. Meanwhile, Big Bazaar has roped in
cricketer and India ODI captain Mahendra Singh Dhoni as the brand ambassador for
its extensive collection of fashion apparel.
Pantaloon Retail (India) Limited, is India's leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer marker. Headquartered
in Mumbai (Bombay), the company operates over 7 million square feet of retail space, has over
1000

stores

across

51

cities

in

India

and

employs

over

24,000

people.

The company's leading formats include Pantaloons, a chain of fashion outlets, Big
Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the
look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and
quality and Central, a chain of seamless destination malls. Some of its other formats include,
Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all, Top 10, bazaar and Star and
Sitara. The company also operates an online portal, futurebazaar.com.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a
large-format home solutions store, Collection i, selling home furniture products and E-Zone
focused on catering to the consumer electronics segment.
Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by
the US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year
2007 at the World Retail Congress held in Barcelona.

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Pantaloon Retail is the flagship company of Future Group, a business group catering to
the entire Indian consumption space. Future Group is one of the country's leading business
groups present in retail, asset management, consumer finance, insurance, retail media, retail
spaces and logistics. The group's flagship company, Pantaloon Retail (India) Limited operates
over 7 million square feet of retail space, has over 1000 stores across 51 cities in India and
employs over 24,000 people. Some of its leading retail formats include, Pantaloons, Big Bazaar,
Central, Food Bazaar...

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Indian Retail Market and Growth of SMEs

Source: Technopak Advisors

The retail market in India is estimated at about US$ 410 billion and constitutes
about 60% of private consumption and about 35% of India's GDP. With Indian GDP
expected to grow at 7-8 % in the next coming years, the retail market is expected to
touch US $860 billion by 2018. In recent years, this sector has witnessed a lot of interest
from both domestic and global players, who have committed investments worth US $30
billion, which will lead to increase in the share of modern retail from the current 4.5% to
almost 25% of the total retail market by 2018.

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The Indian retail market is the fifth largest retail destination globally. The current
size of the Indian retail industry stands at $511 billion in 2008. Simultaneously, modern
retail is likely to increase its share in the total retail market to 22 per cent by 2010.
Organized retail in India raked in US$ 25.44 billion turnover in 2007-08 as against US$
16.99 billion in 2006-07, a whopping growth rate of 49.73 per cent (according to the
Credit Rating and Information Services of India). Organized retail has increased its
share from 5 per cent of total retail sales in 2006 to 8 per cent in 2007. It is currently
around 12 per cent. India has one of the largest numbers of retail outlets in the world.
Of the 12 million retail outlets present in the country, nearly 5 million sell food and
related products.
Though the market has been dominated by unorganized players, the entry of domestic
and international organized players is set to change the scenario. Per capita retailing
space is about 2 sq. ft (compared to 16 sq. ft in the U S). India's per capita retailing space
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is thus the lowest in the world. Around 7% of the population in India is engaged in
retailing, as compared to 20% in the USA.
Statistically, the global retail industry is witnessing a CAGR of 5.5% is slated to grow at
the same rate till 2009. The following graph shows an overall trend of the global retail
revenues.

Analysis of the situation

India is standing in the threshold of a retail revolution. The Indian consumer
class consists of a 300 million strong bourgeoning middle-class, expected to grow to 600
million by 2010. Overall economic growth and increasing disposable incomes have
boosted double-digit growth in consumer spending, enabling retail sales o grow by 50100% in 2006.
According to the India Retail Report 2007, total private consumption reached INR 20,000
billion at current prices in 2006. The share of organized retail stood at 4.6 per cent of the
total Indian Retail Value of INR 12,000 billion ($270 billion). However, the organized
sector is expected to grow at 35-40% in the next few years as compared to overall retail
growth of 7-8%. The potential for introducing international brands, ability to make huge
capital investment and ease of setting shop in India is luring foreign players to the
industry. Thus, the retail sector will experience an influx of international retail models
and quality outlets in the coming few years.
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Description of the concept

Manufacturers can look at the following alternatives to increase sales volume:

1) Sales promotion and advertising in malls

Most supermarkets and hypermarkets promote in-house offers to attract customers.
They also spend a lot on visual display of promotions. These costs can be shared by the
company, thus increasing their stake in the sales of the mall.
a) Retail outlets will be supportive of sales promotion and advertising by companies
inside malls for two reasons:
- it increases sales of the entire category as such
- it reduces burden on malls to attract/educate consumers towards particular products.
For the FMCG companies, return on advertising in terms of increased sales (or market
share) will be more pronounced due to point-of-purchase promotion.
b) Manufacturers can share costs of advertising and make sections of the store more
attractive in return for slightly lower margins to the retailers. They can set up small
kiosks or shelves to display their own products. This involvement of the company in the
operation of the mall will also help build a strategic relationship between the two.

2) Use malls to target niche segments

Malls and supermarkets typically attract the middle and upper-middle class
consumers who have considerable spending power as well as brand awareness. Thus
manufacturers can use this channel effectively to launch specific variants of existing
products or niche products for which they are able to Concept Paper Indian Institute of
Management Ahmadabad attract a premium from such consumers. These products
should be launched exclusively in the malls and not through Kirana stores. The

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presence of a larger product range will increase the attractiveness of shopping at a mall
for the consumer, making it a win-win situation for both.

Indias retail market is at its pinnacle and is drawing huge attention from
both global and local retailers.
Reasons for Indias high growth rate in the retail sector are:
High growth rates- Indias GDP is projected to grow by more than 8 percent in fiscal
year 2008; projections for 2009 are a more modest at about 7 percent
Untapped growth potential- Organized retail, which still accounts for less than 5
percent of the market is expected to grow at a compound annual growth rate (CAGR) of
40 percent to $107 billion by 2013. Indias overall retail sector is expected to rise to $833
billion by 2013 and to $1.3 trillion by 2018, at a CAGR of 10 percent.
Growing Purchasing Power- Consumer spending is on a sharp rise. In the last four
years the consumer spending has grew by astounding 75 percent. This can be attributed
to the significant rise in the disposable incomes of Indias young population. It has to be
noted that more than 33 percent of Indian population is below the age of 15.

Benefits of Retailing
Retailers play a major role in the transfer of goods and services from the
manufactures to the end users. In this process retailer delivers many benefits to
customers, manufactures, wholesalers, and the economy.
Benefits to customers
Retailers act as a buying agent for consumers. They perform various business
activities that increase the value of the goods and the service they sell to the end users.
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As buying agents a retailer performs various activities to satisfy the end consumers.
These activities include
19.

Breaking bulk

20.

Providing assortment

21.

Holding inventory

22.

Providing after sales services

23.

Providing information

Benefits to Manufactures and wholesalers

Manufactures and wholesalers consider retailing as a channel for delivering their
product /services to the end consumer. By selling services retailers provide the
manufactures great revenue, which could be reinvested in production. Thus retailers
play major role in smoothing out the variation between the production and sales of the
manufactures product.

Benefits to the economy

The retailing business is the largest privet industry in the world with turnover of
US $6.6 trillion. Retailing plays a crucial role in the management of world economy and
retailers constitute a tenth of the fortune 500 companies. In INDIA retailing accounts for
over 10% GDP and around 8% of the employment only next to the agriculture industry.

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An Analytical study of the development of Retail

marketing in India: a case of big bazaar
THE PROCESS OF STRATEGIC MANAGEMENT
A process in management is defined as a perceptible flow of information through
interrelated stages of analysis directed towards the achievement of an aim. There are four
basic elements in the process of strategic management;

Environmental scanning

Strategy formulation

Strategy implementation

Evaluation & control

Environmental scanning:

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It involves monitoring the environment, & evaluating & disseminating

information obtained from the internal & external environments. The aim of this is to
identify the strategic factors that may determine the future of the firm. An organization
derive several benefits from environmental scanning including the development of a
common perception, identification of strengths & weaknesses, an understanding of
trends & conditions, & optimum utilization of internal & external information.
SWOT analysis is the most commonly used technique for environmental
scanning. SWOT is an acronym for the strengths, weaknesses, opportunities & threats
faced by a firm. Strengths & weaknesses are within the control of the top management
in the long run. Opportunities & threats are external factors that are outside the control
of the organization. The key strengths of the firm become the core competencies that the
organization can use to gain competitive advantage.

ENVIRONMENTAL SCANNING FOR BIG BAZAAR

INTERNAL SCANNING
The SWOT analysis of Big Bazaar is as follows:
Strengths:

The strengths of Big Bazaar are it is leading and growing at the faster pace.

It has many outlets all over India. It has a good customer base.

They launched Big-Bazaar a hypermarket with over 1, 70,000 products as the

first offering in value retailing segment. Products are cheaper than the market
price by as much as 5 to 60%.

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Apparels are cheaper by 25 to 60% while the price difference on the other
products varies between 5 to 20%.

The Big-Bazaar has been positioned to the customer as a place where the
customer can shop for each & everything for which if goes to a market.
Weakness:

Big Bazaar has not yet trapped the whole market.

Facing problems due to political environment

Opportunities

Huge untapped market

Threats

Competition from organized retail players which are in market and emerging like
Reliance, shoppers stop, Wal-Mart

Competition from local retailers.

EXTERNAL ENVIRONMENTAL SCANNING

Before Big Bazaar coming to India their strategy was to scan the environment &
find the location where the Mall should be situated. It will also use various tools such as
surveys for getting the preferences of big bazaar. We got the opinion that Big Bazaar
sustain in the market or not, where it is situated. For gaining the opinions from the local
people they will prepare the questionnaire and get it filled from the people. Then they
will form a focus group for getting more and more of information. They can also adopt
open forum strategy for environmental scanning. For that purpose we have prepared a
questionnaire and collected the data.

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Analysis of political and legal factors:

In India there is a political triangle this consist of the municipal corporation
which belongs to Indira congress, the other is MLA which belongs to Shivsena and BJP
and MP which belongs to the national congress. The congress political people are
having contacts with common people and not much concerned with merchants but
contradictory to this that the BJP and Shivsena they are having more concern about
merchants of the city. As Municipal Corporation is in the hands of congress party and
they are ready to have big bazaar in India that is the reason they are ready to provide
some kind of perks to big bazaar they are as follows:

Subsidy from octroi, different taxes like land tax and water tax

Help in taking over properties and real estate

Some concessions from labor laws

Socio-cultural factors:
Now a days in India also proportion of working womens is increasing and the
literacy rate has also increased this will lead into increase in standard of living of
people. As people are aware about western culture through various Medias they are
very much eager to follow the western culture. People from talukas are coming to India
as it is a district place for shopping, taking education, for working etc. this also creates
demand. There is a majority of middleclass people in India and it is a most populated
district consisting 13 talukas. The major communities in India city are Hindus, Muslims,
Christians, Jain, Sindhi and Punjabi.

Economic environment:
As this district is having 13 talukas and most of them are having good
agricultural base which ultimately leads to higher seasonal income. Another one is that
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most of the people who are residing in India they are engaged in various jobs and
businesses they is the part of regular income group. So this will lead to higher
purchasing power and a huge potential market. One more advantage to big bazaar
coming to India is availability of cheap labor.
From the external analysis we came to know that the people residing the India
city are in the favor of Big Bazaar coming to India. The location preferred by them is
Savedi as it is highly developed and accessible area to all the people.

Strategy formulation:
It refers to the development of long term plans for managing opportunities &
threats in the external environment, & for utilizing the strengths & overcoming the
weaknesses within the firm. A strategist takes into consideration components of
strategic management like company mission, company profile, external environment
strategic analysis & choice, long term objectives, grand strategy while formulating the
strategy.
Strategy formulation helps an organization to;

Capitalize on available opportunities.

Address the challenges faced by the organization.

Provide leadership that understands & masters change.

Incorporate an in-depth planning model that involves the community.

STRATEGIC FORMULATION FOR BIG BAZAAR:

Big Bazaar will form some strategies for the long-term goals. First of all it will
find out what are the opportunities present in the market so that they can grab it so as
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to expand their business, trap a particular segment of people, and establish a good client
base and to generate good revenues. They will also keep in mind the threats that they
have from their competitors and also form the small grocery shops. They will find out
some strategies to overcome the threat and to sustain in the market for a longer period
of time. They will also try to utilize their strengths and overcome the weaknesses.

COMPANY PROFILE
Big Bazaar comes under the Pantaloon Retail India Limited (PRIL). PRIL was
early to realize the potential of the huge middle-class population in India. We started
the operations with a trouser
brand, Pantaloon. In the initial

stages

we had small format outlets

branded
were

Pantaloon

franchise

Shopee,

operations

realizing

the

problems

associated

with

franchise

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which

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model, we decided to have our own retail outlets. They launched the own retail store,
Pantaloons. In 1997, they launched Big-Bazaar a hypermarket with over 1, 70,000
products as the first offering in value retailing segment. They have introduced the
concept of seamless malls in India through the new format Central. We have wide
network of Pantaloons stores spread across the country.
Hence, apart from retailing lifestyle products, it ventured into value retailing by
launching the hypermarket chain. Big Bazaar is a chain that stocks all home need
products under one roof; spread over 30,000 square feet of land, across different cities in
India. It has been positioned as Is se sasta aur acha kahin nahi, (Nothing cheaper and
better anywhere) indicating the value of stores. Big Bazaar stocks over 200,000 products
that include apparel, food products, home appliances and cosmetics. Products are
cheaper than the market price by as much as 5 to 60%. Apparels are cheaper by 25 to
60%while the price difference on the other products varies between 5 to 20%.
On Oct. 12, 2001, we launched Big-Bazaar as offering in the value retailing
segment. By removing inefficiencies from the distribution chain we are able to unleash
attractive savings, which are passed on to the consumer. Big-Bazaar is Indias first
hypermarket in the discount store format. Big-Bazaar provides more than 2,00,000
items- food, grocery, utensils, kitchen needs, home needs, bath needs, toys, stationary,
electronics & white goods which are sold at a discount to the maximum retail price.
Price is the principal value proposition at these stores.
A big driver of the Big Bazaar is the product variety. This is achieved by selling
wide range of products & through the Shop-in-Shop format. As a result, a typical BigBazaar comprises shops that stocks medicines, optical accessories, camera rolls, bakery
products, dry fruits, crockery, glassware, health & beauty products, ladies accessories,
electronics infant necessities, watches, clocks, computer accessories, food & beverages,
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stationary, readymade garments, household appliances, home furnishings, baggage We

believe this is a win-win situation as the customer is assured of product availability, the
shop owner can benefit of the in structure & we enjoy assured income without needing
to stock inventory. Also the shop-in-shop offering is able to increase the customer traffic
in to the stores. The Big-Bazaar has been positioned to the customer as a place where the
customer can shop for each & everything for which if goes to a market. The number of
Big-Bazaar stores has increased from 4 in 2002 to 21 Oct 24, 2005.
They have also launched private label initiative in Big-Bazaar. Understanding of
the apparel industrial, decades of experience& a vertically, integrated structure provides
with more compelling reasons to expand the number of private labels. We have
launched a full range of accessories to supplement the apparel business including
imitation jewellery, sunglasses, watches, mobile phones etc
Analysts attribute the success of PRIL to cheaper sourcing of products and lower
distribution cost. Pantaloons sourced its products through Consolidators. There was a
consolidator for each product category. These consolidators were responsible for
procuring quality goods at the cheapest possible price, and were paid commissions on
their sale at the store. The consolidator directly dealt with manufacturers, and as a
result the distribution cost could be slashed as no intermediates were involved. In
addition to discounts on products through the year, Big Bazaar also held events such as
Kitchen Mela, Trouser Mela, etc. to attract customers.

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Management of big bazaar

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the
Group Chief Executive Officer of Future Group. To know more, click here.
Mr. Gopikishan Biyani, Wholetime Director
Gopikishan Biyani, is a commerce graduate and has more than twenty years of
experience in the textile business.
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Mr. Rakesh Biyani, Wholetime Director

Rakesh Biyani, is a commerce graduate and has been actively involved in category
management; retail stores operations, IT and exports. He has been instrumental in the
implementation of the various new retail formats.
Mr. Ved Prakash Arya, Director
Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute
of Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of
Globus.
Mr. Shailesh Haribhakti, Independent Director
Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified
Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered
Accountants and past president of Indian merchant Chambers. He is on the Board of
several Public Limited Companies, including Indian Petrochemicals Corporation Ltd.,
Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1, 1999.

BIG BAZAAR

FOR THE GREAT INDIAN MIDDLE CLASS

It is a unit of Pantaloon Retail (India) Ltd and caters to the Great Indian Middle Class. It
was started as a hypermarket format in Mumbai with approx. 50,000 sqft of space. Its
values and missions are to be the best in Value Retailing by providing the cheapest prices
and hence go the tag-line

Is se sasta aur achcha kahin nahin

It sells variety of merchandise at affordable rates, the prices of which it claims are lowest
in the city but the level of services offered is also very low.

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The following graph shows the retail life cycle and we can say that Big Bazaar is currently
at the Growth Stage.

Cash flow
Flows
Maturity

Growt
h

Decline

Introductio
n
Time

OBSERVATION:
There were various observations made from the time I entered the store. They can be
summed up as follows:
Verticals inside the store relates to each category of product
o Food Bazaar
Depot- books
o M-bazaar
Electronic Bazaar
o Furniture Bazaar
Footwear Bazaar
Trolleys are not easily available, especially on other than ground floor.
Little attention to cleanliness. Dust on shelves as well as some product items.
In-house packaging not efficiently done.
Crowded store interiors. Items are arranged in a cluttered way. Tried to stock
maximum number in limited area.
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 Sign boards are not prominent. Lack of direction creates confusion.

Family crowd is evident. Youth comprises of only around 10% of the crowd.
Food Bazaar very efficiently managed. It is a bit over-staffed but layout is very
good. Shelf space is used very well to stock products with clear distinction.

POSITIONING STRATEGY

Company vision, mission and core values

Future the word that signifies optimism, growth, achievement, strength,

beauty, rewards and perfection. Future encourages us to explore areas yet unexplored,
write rules yet unwritten; create new opportunities and new successes. To strive for a
glorious future brings to us our strength, our ability to learn, unlearn and re-learn our
ability to evolve.
They, in Future Group, will not wait for the Future to unfold itself but create
future scenarios in the consumer space and facilitate consumption because consumption
is development. Thereby, we will effect socio-economic development for our customers,
employees, shareholders, associates and partners.

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Their customers will not just get what they need, but also get them where, how
and when they need. They will not just post satisfactory results, They will write success
stories. They will not just operate efficiently in the Indian economy, we will evolve it.
They will not just spot trends; They will set trends by marrying our
understanding of the Indian consumer to their needs of tomorrow.
It is this understanding that has helped us succeed. And it is this that will help us
succeed in the Future. They shall keep relearning. And in this process, do just one thing.
Rewrite Rules. Retain Values.

Group Vision
Future Group shall deliver Everything, Everywhere, Every time for Every Indian
Consumer in the most profitable manner.

Group Mission

They 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.

They will be the trendsetters in evolving delivery formats, creating retail realty,
making consumption affordable for all customer segments for classes and for
masses.

They shall infuse Indian brands with confidence and renewed ambition.

They shall be efficient, cost- conscious and committed to quality in whatever we

do.

They shall ensure that our positive attitude, sincerity, humility and united
determination shall be the driving force to make us successful.

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Core Values

Indian ness: confidence in ourselves.

Leadership: to be a leader, both in thought and business.

Respect & Humility: to respect every individual and be humble in our conduct.
Introspection: leading to purposeful thinking.

Openness: to be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: to build long-term relationships.

Simplicity & Positivity: Simplicity and Positivity in our thought, business Action.

Adaptability: to be flexible and adaptable, to meet challenges.

Flow: to respect and understand the universal laws of nature.

Various Strategies
After big bazaar coming to India it will be at its introduction stage so it is quite
obvious that it will adopt some strategy for attracting the customers. The strategy which
they would adopt is that they will have low price, high advertisements, it would offer
different kind of schemes, offers, discounts, scratch cards, coupons. They would also
give stress on providing the prompt services like home delivery, after sales services,
guarantees and warrantees, so as to sustain in the market and to create a good
reputation.
Following are some additional strategies they require to adopt:

Thorough market research

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Site selection and evaluation

Employee search and training

Less premium and low price branded goods in merchandise assortment.

Gaming zone and restaurant

Promotional activities like advertisement, seasonal discounts, festival offers, etc.

While formulating strategies we should keep in mind that strategies should be flexible.
This is helpful to change or revival of strategy.

Summery
This paper provides detailed information about the growth of retailing industry
in India. It examines the growing awareness and brand consciousness among people
across different socio-economic classes in India and how the urban and semi-urban
retail markets are witnessing significant growth. It explores the role of the Government
of India in the industrys growth and the need for further reforms. In India the vast
middle class and its almost untapped retail industry are the key attractive forces for
global retail giants wanting to enter into newer markets, which in turn will help the
India Retail Industry to grow faster. The paper includes growth of retail sector in India,
strategies, strength and opportunities of retail stores, retail format in India, recent
trends, and opportunities and challenges. This paper concludes with the likely impact
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of the entry of global players into the Indian retailing industry. It also highlights the
challenges faced by the industry in near future.
In India the vast middle class and its almost untapped retail industry are the key
attractive forces for global retail giants wanting to enter into newer markets, which in turn
will help the India Retail Industry to grow faster. Indian retail is expected to grow 25 per cent
annually. Modern retail in India could be worth US$ 175-200 billion by 2016. The Food Retail
Industry in India dominates the shopping basket. The Mobile phone Retail Industry in India
is already a US$ 16.7 billion business, growing at over 20 per cent per year. The future of the
India Retail Industry looks promising with the growing of the market, with the government
policies becoming more favorable and the emerging technologies facilitating operations.

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CONCLUSION
The retail sector has played a phenomenal role throughout the world in
increasing productivity of consumer goods and services. It is also the second largest
industry in US in terms of numbers of employees and establishments. There is no
denying the fact that most of the developed economies are very much relying on
their retail sector as a locomotive of growth. The India Retail Industry is the largest
among all the industries, accounting for over 10 per cent of the countrys GDP and
around 8 per cent of the employment. The Retail Industry in India has come forth as
one of the most dynamic and fast paced industries with several players entering the
market. But all of them have not yet tasted success because of the heavy initial
investments that are required to break even with other companies and compete with
them. The India Retail Industry is gradually inching its way towards becoming the
next boom industry.
For launching Big bazaar in India city is companys mission to expand the
business. For this purpose company is carrying out many marketing strategy. To study
this marketing strategy I will be visiting the mall and also the manager to collect the
data from them. Also Ill be collecting data from the customer as what strategies they
liked.

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REFERENCE

Magazines, Newspaper, pamphlets

www.google.com
www.pantaloon.com
Marketing textbook
Retail Management textbook

Challenges of India's retail boom, Jan 2007. Retrieved Nov 2007 from
http://www.rediff.com/money/2007/jan/30spec.htm
Opportunity India Retail, Mar 2007. Retrieved Nov 2007 from

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