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, Pantaloon Retail, the

group operates over 16 million square feet of retail
space in 73 cities and towns and 65 rural locations
across India. Headquartered in Mumbai (Bombay),
Pantaloon Retail employs around 30,000 people and
is listed on the Indian stock exchanges. 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 Pantaloons, a fashion retail chain and
Central, 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.

In 2008, Big Bazaar opened its 100th store, marking

the fastest ever organic expansion of a hypermarket.
The first set of Big Bazaar stores opened in 2001 in
Kolkata, Hyderabad and Bangalore.

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 Capital Holdings, the group’s financial arm

provides investment advisory to assets worth over $1
Billion that are being invested in consumer brands
and companies, real estate, hotels and logistics. It
also operates a consumer finance arm with branches
in 150 locations.

Other group companies include, Future Generali, the

group’s insurance venture in partnership with Italy’s
Generali Group, Future Brands, a brand development
and IPR company, Future Logistics, providing logistics
and distribution solutions to group companies and
business partners and Future Media, a retail media
initiative.

The group’s presence in Leisure & Entertainment

segment is led through, Mumbai-based listed
company Galaxy Entertainment Limited. Galaxy
leading leisure chains, Sports Bar and Bowling Co.
and family entertainment centres, F123. Through its
partner company, Blue Foods the group operates
around 100 restaurants and food courts through
brands like Bombay Blues, Spaghetti Kitchen, Noodle
Bar, The Spoon, Copper Chimney and Gelato.

Future Group’s joint venture partners include, US-

based stationery products retailer, Staples and Middle
East-based Axiom Communications.

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

Leadership

The Future Group employs over 30,000 people and

was counted among 15 best employers in India in a
survey conducted by Hewitt Associates in 2007 in
association with The Economic Times.

The Group has developed a strong senior

management team with cross-functional expertise in
multiple businesses and is led by its Founder and
Group CEO, Kishore Biyani.

Kishore Biyani founded Pantaloons in 1997, followed

by a number of popular retail formats including Big
Bazaar, Central, Food Bazaar, Brand Factory and
Home Town, that now cater to almost the entire
consumption basket of a wide cross-section of Indian
consumers.

In the recent years, Kishore Biyani has led the

group’s transformation into one of India’s leading
business houses with presence in capital, consumer
finance, insurance, brand development, retail real
estate development and logistics.

A staunch believer in the group’s corporate credo,

‘Rewrite Rules, Retain Values,’ Kishore Biyani
considers Indianness as the core value driving the
group. He was recently awarded the Ernst & Young
Entrepreneur of the Year 2006 in the Services Sector
and the Lakshmipat Singhania - IIM Lucknow Young
Business Leader Award by Prime Minister, Dr.
 Manmohan Singh in 2006. He was also awarded the
CNBC First Generation Entrepreneur of the Year 2006.

Kishore Biyani was born in August 1961 and is

married to Sangita and they have two daughters. He
recently authored a book, ‘It Happened In India’ that
captures his entrepreneurial journey and the growth
of modern retailing in India.

Values

 Indianness: confidence in ourselves.

 Leadership: to be a leader, both in thought

and business.

 Respect & Humility: to respect every individual

and be humble in our conduct.

 Introspection: leading to purposeful thinking.

 Openness: to be open and receptive to new

ideas, knowledge and information.

 Valuing and Nurturing Relationships: to build

long term relationships.

 Simplicity & Positivity: Simplicity and positivity

in our thought, business and action.

 Adaptability: to be flexible and adaptable, to

meet challenges.

 Flow: to respect and understand the universal

laws of nature.

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.
Sone ki chidiya

When the Mughals first came to India they were

drawn by the lure of her fabulous wealth - India was
known as the "Sone Ki Chidiya," literally - "The
Golden Bird".

According to economic historian Angus Maddison in

his book The World Economy: A Millennial
Perspective, India had the world's largest economy in
the 1st century and 11th century, with a 33% share
of world GDP in the 1st century and 29% in 1000 CE.
During 1700 AD, Mughal era, India’s share was 24%,
more than the whole of Western Europe. It came
down to 3.8% in 1950s. Paul Kennedy, in his highly
regarded book, The Rise and Fall of the Great Powers:
Economic Change and Military Conflict from 1500 to
2000 estimates that in 1750 India's share of the
world trade was nearly 25 percent. It came down to
0.5% in the 1960s and now stands at around 1.5%.

The Indian economy is once again at the centre of the

global attention. As domestic consumption drives
economic growth in India, Future Group hopes to play
a pivotal role in bringing back the Sone Ki Chidiya.|

Awards

CNBC Awaaz Consumer Awards 2009

 Most Preferred Multi Product Chain - Big Bazaar

 Most Preferred Multi Brand Food & Beverage Chain - Big Bazaar

Images Fashion Forum 2009

 Most Admired Fashion Group Of The Year - Future Group

 Most Admired Private Label - Pantaloons, the lifestyle format

 Critic’s Choice For Pioneering Effort In Retail Concept

Creation - Central

For more information on the awards, kindly click here

Coca-Cola Golden Spoon Awards 2009

 Most Admired Food & Grocery Retailer Of The Year

  Most Admired Food Court

 Most Admired Food Professional

For more information on the awards, kindly click here

Indian Retail Forum Awards 2008

 Most Admired Retail Company of the year - Future Group

 Retail Face of the Year - Kishore Biyani

 Best Retailer Of The Year ( Hypermarket) - Big Bazaar

Future Group was awarded the Most Admired Retail Company of the year by the Indian
Retail Forum at a glittering ceremony organised in Mumbai. Mr Kishore Biyani also won
Retail Face of the Year.

India Retail Forum (IRF) is a platform for intellectual insights and information exchange for
the retail business in the Indian subcontinent. The forum presents the business of retail in
the region to a global audience, with the express aim of facilitating understanding about and
encouraging investment in this massive marketplace.

Big Bazaar, the value format of Future Group bagged the Best Retailer Of The Year
( Hypermarket).

For more information on the awards, kindly click here .

The INDIASTAR Award 2008

 Food Bazaar: Best Packaging Innovation

Food Bazaar bagged the INDIASTAR Award for Best Packaging Innovation in India, for its
private label brand Fresh And Pure Chakki Atta.

INDIASTAR Award is a biennial event which aims to promote and encourage excellence in
packaging design, innovation and technology. The contest was established in 1972 and is
considered as the most popular and premier event for India’s packaging fraternity. This year
there were around 357 entries and the participants had to submit a sample of their designs
for selection.

With this award, Pantaloon Retail (India) Limited becomes the first Indian Retailer to win
the prestigious INDIASTAR Award.

Retail Asia Pacific 500 Top Awards 2008

 Gold Winner - Top Retailer 2008 Asia Pacific

Retail Asia Publishing Pte, the institutor of these awards, aims to set a platform that
appraise, raises and recognizes the development and growth of retailing throughout the Asia
Pacific region.

For more information on the awards, kindly click here.

Coca-Cola Golden Spoon Awards 2008

 Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani.

 Most Admired Food & Grocery Retailer of the Year – Supermarkets: Food Bazaar.

 Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big Bazaar.

 Most Admired Retailer of the Year - Dynamic Growth in Network Expansion across
Food, Beverages & Grocery: Future Group.

 Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big Bazaar.

The Coca-Cola Golden Spoon Awards 2008, were given away for the first time as a
culmination of the ‘Food Forum India 2008’ - a two day convention which saw the
participation of leading brands, retailers & retail support organizations from across the
globe. The awards were presented to honour enterprise, innovation and achievement in the
food retailing business as a benchmark of excellence.

Mumbai, February 18, 2011: Big Bazaar’s ‘Great Exchange Offer’ is back from 19th
February till 27th M March, 2011 across its 146 Big Bazaar stores in the country. Big
Bazaar has once again come up with this mega initiative to provide its customers a
chance to exchange their old junk items and at the same time giving an opportunity to
purchase new products with the value received from the junk. This campaign will induce
the customer to get good value for their old products in the form of coupons which can
be redeemed to buy new products from the store *(Conditions apply). Customers can
exchange all types of products which include newspaper, clothes, plastics, utensils,
luggage, tyres, shoes, electronics, furniture and others.

A major highlight of the campaign is the ‘Exchange Truck’ or ‘Badal Dalo Truck’. To
facilitate customer convenience, Big Bazaar’s branded truck will be going around
respective locations across various cities on scheduled days to collect junk from
customers’ premises. This truck will arrive at the customers’ place in a convenient time,
manned by promoters and equipped with weighing machines and distribute coupons on
the spot. As a part of this drive, Big Bazaar has tied-up with various corporate houses
and societies to spread the message of eco environment friendliness. 

In addition, all stores would have a dedicated area for trash collection for walk-in
customers. This area would have a branded canopy with Big Bazaar staff, weighing
machine and measurement coupons. Alternately, customers can call the store the
number and avail trash pickup facility. 

The exchange value of different items is as follows – 

Items & Value 

 Old Newspaper -Rs.30/Kg 
Old Clothes -Rs.250 /Kg 
Old Plastics-Rs.80/Kg 
Old Utensils -Rs. 150/Kg 
Old Luggage -Rs.100/Bag 
Old Tyres -Rs.50/piece 
Old Shoes -Rs.50/piece 
Old Leather Goods -Rs.80/Kg 
Old(Any Other) -Rs.50/Kg 
Old Electronics -Upto Rs.10000 
Old Furniture -Upto Rs.12500 

*Customers need to shop for 4 times of the coupon value for all categories and 10
times for Food and Electronics to avail of the offer. 

So, have you ever thought that your junk items will give you so high returns? And
all you need is to visit your nearest Big Bazaar store or call the store to collect your
unused and old items and yes, to buy new products for yourself and your home… 

About Big Bazaar 

Big Bazaar is the flagship hypermarket retail chain from Future Group, having 146
stores across the country. With its motto of 'Is se sasta aur accha kahin nahin', Big
Bazaar ensures that all the products are of good quality and offered at the lowest
prices. Promising 'more for less', Big Bazaar, offers 1.6- lakh mass-market product
ranges that are sought by a majority of Indian consumers. It also offers a host of
value-added services. The special discounts and promotional offers, which are
available at regular intervals, make the format very unique and distinct. The
consumer experiences a new level of standard in price, convenience, comfort,
quality and store service levels

PROMOTION TECHNIQUES

Big Bazaar - Isse sasta aur accha kahin nahi
:-
Big Bazaar has adopted value pricing in which they win loyal customers by charging afairly low price for a
high – quality offering.

Wednesday Bazaar – Hafte ka sabse sasta din
:-
In January 2007, BigBazaar introduced a Wednesday Bazaar concept called “Hafte Ka
SabseSasta Din” with the aim to give homemakers the power to save the moston this day of
the week

Sabse Saste Teen Din (Big days) :-
In 2006 they started a new shopping festival, i.e. Sabse Saste Teen Din on 24, 25 and 26
Th of January. Big bazaar throwed up to 65% of on each & every products inthe store for three days.

Big Bazaar announced
The Great Exchange Offer
with a “Bring anything old and take anything new” concept which started from the 16th of
Feb2008 at the Landmark store

TABLE OF CONTENTS

Sr. No. Chapter Page No

1 INTRODUCTION 1 TO 22
2 FRAME WORK 23 TO 27
3 RESEARCH METHODOLOGY 28 TO 29
4 DATA ANALYSIS 30 TO 42
5 CONCLUSIONS & RECOMMENDATIONS 43 TO 47
6 BIBLIOGRAPHY 48
7 ANNEXURE – 1 49 TO 50
8 ANNEXURE – 2 51
9 ANNEXURE – 3 52

Chapter -1
INTRODUCTION 

Literature Review 
The first step in the research process was to perform comprehensive secondary research. The available
literature to explore prior studies related to the project topic was reviewed. In this project, three offers i.e.
Wednesday Bazaar The Great Exchange Offer & Sabse Saste 3 Din have been considered. This gave a
broader perspective to the issues pertaining to this topic and the concerns that were to be addressed. The
literature review helped gaining valuable insight into the broader picture of the consumer behavior regarding
such offers. Background
The Retail Industry in India
India's vast middle class and its almost untapped retail industry are key attractions for global retail giants
wanting to enter newer markets. Driven by changing lifestyles, strong income growth and favorable
demographic patterns, Indian retail is expected to grow 25 per cent annually. 
Modern retail in India could be worth US$ 175-200 billion by 2016. With the economy booming, competition
in the marketplace is fierce. According to 'Retail in India Getting Organized to Drive Growth', a report by AT
Kearney and the Confederation of Indian Industry, retail is one of India's fastest growing industries with a 5
per cent compounded annual growth rate and expected revenues of US$ 320 billion in 2007. Rising incomes,
increasing consumerism in urban areas and an upswing in rural consumption will fuel this growth to around
7-8 per cent. KSA-Technopak, a retail consulting and research agency, predicts that by 2010, organized
retailing in India will cross the US$ 21.5-billion mark from the current size of US$ 7.5 billion. 
Retail space
Retailers in India are the most aggressive in Asia in expanding their businesses, thus creating a huge
demand for real estate. Their preferred means of expansion is to increase the number of their outlets in a
city, and also expand to other regions, revealed the Jones Lang LaSalle third annual Retailer Sentiment
Survey-Asia. 
Deutsche Bank's research report on 'Building up India' says India's burgeoning middle class will drive up
nominal retail sales through 2010 by 10 per cent per annum. The country may have 600 new shopping
centers by 2010. 
Food retail 
Food dominates the shopping basket in India. The US$ 6.1 billion Indian foods industry, which forms 44 per
cent of the entire FMCG sales, is growing at 9 per cent and has set the growth agenda for modern trade
formats. Since nearly 60 per cent of the average Indian grocery basket comprises non-branded items, the
branded food industry is homing in on converting Indian consumers to branded food.
Pantaloon Retail (India) Limited
Pantaloon Retail (India) Limited, is India's leading retail company with presence across multiple lines of
businesses. The company owns and manages multiple retail formats that cater to a wide cross-section of the
Indian society and is able to capture almost the entire consumption basket of the Indian consumer.
Headquartered in Mumbai (Bombay), the company operates through 5 million square feet of retail space,
has over 331 stores across 40 cities in India and employs over 17,000 people. The company registered a
turnover of Rs.2,056crore for FY June 2007

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain, Pantaloons in
Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines the look and feel of Indian
bazaars, with aspects of modern retail, like choice, convenience and hygiene. This was followed by Food
Bazaar, food and grocery chain and launch Central, a first of its kind seamless mall located in the heart of
major Indian cities. Some of its other formats include, Collection i (home improvement products), E-Zone
(consumer electronics), Depot (books, music, gifts and stationary), aLL (fashion apparel for plus-size
individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its
etailing venture, futurebazaar.com.

The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon Industries Ltd, Galaxy
Entertainment and Indus League Clothing. The group also has joint venture companies with a number of
partners including French retailer Etam group, Lee Cooper, Manipal Healthcare, Talwalkar's, Gini & Jony and
Liberty Shoes. Planet Retail, a group company owns the franchisee of international brands like Marks &
Spencer, Debenhams, Next and Guess in India.

Future Group
Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to cater to the entire
Indian consumption space. The Future Group operates through six verticals: Future Retail (encompassing all
retail businesses), Future Capital (financial products and services), Future Brands (management of all
brands owned or managed by group companies), Future Space (management of retail real estate), Future
Logistics (management of supply chain and distribution) and Future Media (development and management
of retail media). 
Future Capital Holdings, the group's financial arm, focuses on asset management and consumer finance. It
manages two real estate investment funds (Horizon and Kshitij) and consumer-related private equity fund,
Indivision. It also plans to get into insurance, consumer credit and other consumer-related financial products
and services in the near future. 
Future Group's vision is to, "Deliver Everything, Everywhere, Everytime to Every Indian Consumer in the
most profitable manner." One of the core values at Future Group is, 'Indianess' and its corporate credo are -
Rewrite rules, Retain values. 
Big Bazaar - Isse sasta aur accha kahin nahi

Big Bazaar, one of the biggest retail format of Pantaloon Retail (India) Limited, has democratized shopping
in India and is much more than a hypermarket. Here, one finds over 170,000 products under one roof that
cater to every need of a family, making Big Bazaar India’s favorite shopping destination. Where Big Bazaar
scores over other stores is its value for money proposition for the Indian customers.
Spread across 45000 sq. ft. At Landmark, FATIMA NAGAR, Big Bazaar, one finds a huge variety of products
to select from with a good price and quality. With the ever increasing array of private labels, it has opened
the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery,
cutlery, sports goods and much more at surprisingly low prices. 
In recent years, Big Bazaar has adopted value pricing in which they win loyal customers by charging a fairly
low price for a high – quality offering. However, consistent low price for the products is not only the
universally desired characteristic; it is also a surrogate for different offers provided by these stores at
different intervals of time. 

The Great Exchange Offer

Big Bazaar announced The Great Exchange Offer with a “Bring anything old and take anything new” concept
which started from the 16th of Feb 2008 at the Landmark store. The offer was valid till the 16th of March
2008 at the store. Under the exchange offer, old garments, utensils, furniture, plastic ware, newspapers or
just about anything was weighed and valued and customers were given exchange coupons. The customer
could redeem the coupons before the due date on the condition that he/she shops four times the value of
the coupon. There were also direct exchanges on mobiles and electronic goods during the period with
attractive discounts on new purchases.
The prices fixed by Big Bazaar were: clothes (Rs 200 per kg), newspaper (Rs 25 per kg),
plastics/utensils/leather goods (Rs. 75 per kg), footwear/luggage (Rs. 100 per kg), Pet/beer bottles (Rs 15
per kg), tyres (Rs 50 per kg), furniture (Rs 75 per kg) and others (Rs 20 per kg). These exchange values
were found to be almost 4 to 5 times higher than the road side “kabari wala”. For the consumer, this offer
aimed at helping the housewife clean out the junk while getting a good value for it. The coupons availed by
the customer were equivalent to a 25% discount on products that could be purchased under this offer. For
Big Bazaar, this promotion campaign helped boosting sales during the period of February and March as it
has been noticed that these months are dull months for consumer buying. Big Bazaar undertook the
following ways to promote The Great Exchange Offer:
Below the line activities for The Great Exchange Offer involved:
• Sufficient visual merchandizing within the store that included danglers, signages, standees, distribution of
pamphlets, which gave details of the offer.
• Frequent announcements made by the staff inside the store at regular intervals.
Above the line activities for The Great Exchange Offer involved:
• TVC on popular entertainment channels like Star Plus, Sony, Set Max, Star One.
• Road shows carried out by the Big Bazaar staff with announcements about the offer to make people
aware.
• Newspaper ads in almost all the local dailies like Sakal, The Times of India, on different days during the
period of the offer.

The Great Exchange Offer newspaper ad and pamphlet 

Some of the Initiatives Taken

In Near society

Hoarding Picks Of The Great Exchange Offer !! 

Wednesday Bazaar – Hafte ka sabse sasta din 

In January 2007, Big Bazaar introduced a Wednesday Bazaar concept called “Hafte Ka Sabse Sasta Din” with
the aim to give homemakers the power to save the most on this day of the week. Wednesday Bazaar offers
clothes, accessories and fashion jewellery and personal care products on greater discounts.
In the hypermarkets or supermarkets business, it is noted that the highest footfalls generated by these
stores are mostly on the weekends or on national holidays. Therefore, it becomes very important for the
retailer to plan certain offers in such a manner that it can attract people on the weekdays too. For the
customers, Wednesday Bazaar is the “Hafte Ka Sabse Sasta Din” which the customers leverage on and for
Big Bazaar; Wednesday Bazaar is an opportunity to maintain footfalls to its standards on weekdays too.
For Big Bazaar, Wednesday Bazaar is a concept, which it intends to run on a long-term basis. For which the
aim is to inculcate in the minds of customers that every Wednesday is a day of greater savings at Big
Bazaar. It is therefore, incumbent on the brand to have the offer grow and create deep impact on the minds
of the customers. It has tried to do this in the following ways:

Below the line activities for Wednesday Bazaar involves:

• Visual merchandizing promoting the offer with the help of danglers, signages, standees, etc.
• Frequent announcements made by the staff inside the store on a regular basis.
Above the line activities for Wednesday Bazaar involves:
• TVC on popular entertainment channels like Sony, Star Plus, Set Max, Star One.
• Newspaper ads on Wednesday in the local dailies, Sakal and Times Of India.
• Hoardings at Swargate and Pune-Solapur Highway.
The picture on the following page shows some stickers that were printed which were distributed free of cost
to the customers at Big Bazaar. These stickers contain the Wednesday Bazaar logo with a particular basic
need food/grocery item. Customers can use the stickers on the containers in their kitchens that contain the
specific item in it. The main aim behind these stickers were to remind customers of Wednesday Bazaar each
time they see the containers of the respective items printed on each sticker. 

Wednesday Bazaar sticker. 

A Wednesday Bazaar News Paper Ad. 

Activity done for Wednesday Bazaar 

Sabse Saste Teen Din ( Big days ) 

“26 Jan Republic Day A National Holiday”

Big Bazaar Marketing Department gave a new thought on this day in 2006 they started a new shopping
festival, i.e. 
Sabse Saste Teen Din . None of the retail industry were aware about these surprise shopping festival . Big
Bazaar did it in its own way!! 
They showed this National holiday can be celebrate in festival mode , while doing shopping Big bazaar
throwed 
Up to 65% of on each & every products in the store for three days. So the promotion was called Sabse Saste
Teen
Din.
What Big Bazaar did Special? 
Marketing
Above the line activities for SS3D involes:
All the leading channel had SS3D 10 Spot in each Ex.Sony, SetMax.
Advt in Leading Newspaper like Sakal, Lokmat, Indian Express.
Radio: Radiomirchi 16 Spot in a day.

Below the line activity for SS3D involes:

Road Show ,Distribution of leaflets, Invitations in near by societies & Corporates,Sms Activity, Cable
scroll,Hoardings,Human Banners.

Marketing Expenses:
In 2006: 1.5CR

In 2007: 3.5CR

In 2008: 5CR

Operations:

1. All Category provided offers well in advance.

2. I.T uploaded the offers one day in advance and rechecked them.
3. V.M also did splendid job by putting the required offer signage’s and also decorated the store as per the
SS3D theme.
4. HR managed the shift time of employee; Snaks were arranged for the staff.
5. SM, ASM, DM, ADM-Planned and managed micro analysis of targets and staff was done by taking
department wise meeting.

HOARDING OF SS3D

Four page Ad’s in Leading Newspaper 

IN STORE V.M
Entrance Gate

Hot Offer Zone

CRAZY CROWD TO ENTER IN STORE

SOME HAPPY MOVEMENTS AFTER THE TARGET ACHIEVING

Framework 

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 liberalization its imperativeness in
the Indian retail sector has increased as a result of competiton,latest technologies ,and the rapidly changing
consumer lifestyles.

Objectives Of Advertising: 
The fundamental objective of advertising is to sell something –a product, service, or an idea.
The Major Objectives of advertising are:
A. To promote a new product.
B. To warn the public against imitation of the retailer’s product.
C. To manage competition in the market.

Store

Benefits of Advertisements:

A. Advertisement helps in creating awareness among the customer about the existence, price, and
availability of product.
B. Increases the utility of existing products.
C. It educates customer about new product and their diverse uses.

Types of Advertising

Types of advertising:
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.

Corporate Advertising:
Its main motive is to build a corporate image. Corporate Advertising builds up retailer image.
It increases goodwill towards the retail organization.

Financial Advertising:

It refers to advertisements by various financial institutions. Big Bazaar has also tied up with ICICI bank,
which provide information about the investment opportunities and the risks and benefits.

Classified Advertising:
It refers to messages, which are placed under specific headings and columns in various magazines and
newspapers.
Framework : 
Self Concept, which refers to the beliefs of an individual about oneself and how he/she evaluates his/her
qualities, is essentially the feature that requires an understanding. There exists a bridge between the ideal
self and actual self for the consumers who avail the offers given by Big Bazaar. Consumers concentrating
more on their needs and necessities than desires are the ones who extract the most out of these offers.

Business Objective
To increase footfalls and enhance sales by:
• Attracting customers by giving them various offers.
• Inculcating in their minds the value for money through these offers.
• Increasing the average consumption of existing customers.
Research Objective
The research objectives of this project are:
Market Analysis:
 Marketing activities and operational activities are always driven with an aim of getting sale increased with
innovate ideas.
 Offers are designed in such a manner that customers are made to go and experience the shopping. 
 Marketing also gives some offer to increase the bill size, taking in consideration the on going fashion in
vogue.
2. Marketing Strategies targeting the customer:
 Advertising Strategy – Understanding the media consumption habits of the customer. 
Research Methodology 
A sample size of 30 was considered in this project. That is, a total number of respondents were 30 for each
offer, The Great Exchange Offer and Wednesday Bazaar. 

Fig. 1
1 – Regular shoppers. 
2 – Frequent shoppers.
3 - Infrequent shoppers.
4 – Visit during offers only.
5 – Shop from Big Bazaar only.
6 – Visit when there is time.
7 – Prefer Big Bazaar
Fig. 1 shows the approximate percentages of people who lie in the above mentioned categories. According
to the chart, 40% of the respondents have been found to be regular visitors of Big Bazaar, which implies
that they are aware of almost all the major offers and promotions running in the store. Regular visitors
would mean that they are visitors who come regularly which could be at similar time intervals i.e. any
particular day(s) of the week. Among the regular shoppers, i.e. 12 out of 30, 4 respondents were such who
visited Food Bazaar only. Frequent visitors occupy 10% of the total respondents. Frequent visitors visit
irrespective of any regular time intervals. The no. of visits by frequent customers are more as compared to
the regular visitors. Frequent shoppers, too, are found aware of Exchange Offer. 
Then are the infrequent shoppers who visit the store 1-2 times a month. The infrequent shoppers are the
ones who do not have any special preference towards Big Bazaar. The same applies to the customers who
visit Big Bazaar only during offers. 7% of the respondents have been found to make almost all their
purchases from Big Bazaar only. 13% respondents visit Big Bazaar only when they have time. Some
respondents who visit only on Sundays are included in this category. 10% of the respondents gave a
feedback of preferring Big Bazaar as their shopping destination. They are the ones who make purchases
from other stores too however, prefer Big Bazaar most of the time.

The Great Exchange Offer

Fig. 2

1 – Aware of The Great Exchange Offer.

2 – Unaware of the offer.
24 customers out of 30 were found to be aware of The Great Exchange Offer whereas the remaining 6 were
unaware of the offer, which also included customers who were not interested in any offers run by Big
Bazaar.

Fig. 3
1 – Newspapers.
2 – TVC.
3 – Visual merchandising including danglers, signages, exchange gate etc.
4 – Leaflet Distribution, Cable Ad., Road Show, 

The respondents in this chart have been categorized from the previous analysis i.e. from the total no. of
customers who are aware of the offer. The customers who are not aware or not interested in knowing about
the offers have been ignored. This chart shows the percentage of respondents who have specified their
particular source of information about the offer.

Fig. 4

1 – Availed The Great Exchange Offer.

2 – Did not avail the offer.

18 out of 30 respondents availed The Great Exchange Offer whereas the remaining 12 respondents did not
avail the offer. 
Fig. 5

1 – Repeaters i.e. ones who availed the offer last year too.
2 – First timers.

Out of the 18 respondents, according to the previous data analyzed i.e. fig. 4, 12 respondents are ones who
availed the offer during the previous year too whereas, the remaining 6 customers were availing the offer
for the first time.

Fig. 6
1 – Getting rid of worn out things in exchange of new products.
2 – Uniqueness of the offer.
3 – Large variety of new products to choose from.
4 – Avail 25% further discount on chosen products, which already are marked down.
Out of the 18 customers who availed the offer, the above-mentioned are the reasons given by them for
availing the offer. 9 out of 18 i.e. 50% said that the offer helped them get rid of old and worn out things at
home in exchange of new products. 4 out of 18 said that this offer wasn’t given by any other megastores
and was unique. 3 out of 18 said that there were large no. of products they could choose to purchase from.
And 2 out of 18 wanted to avail further discounts on the products that were chosen by them and were
already marked down. It has been observed that 2 out of 18 respondents who were issued a large amount
of coupons complained of less no. of days given for the coupon’s validity. And 14 out of these 18
respondents have shown an interest to avail the offer again in the coming years.

Fig. 7
1 – Shop 4 times the value of coupons.
2 – Offers are a way of fooling customers.
3 – Not interested in offers.
4 – Inconvenience due to long distance travel.

Out of 30 respondents, 12 did not avail the offer. Out of these 12 respondents, 4 have been found to be
unaware of the offer. And from the remaining 8 respondents, above were the reasons given by them for not
availing the offer. 3 out of the 8 customers said that purchasing 4 times the value of the coupons was not
feasible. 2 out of 8 said that offers were a way of misleading or fooling people. 2 out of 8 have no interest in
offers. And 1 out of 8 gave a feedback of inconvenience in traveling long distance from his residence. 

Wednesday Bazaar 

Fig. 8

1 – Not aware of Wednesday Bazaar Offer.

2 – Slight idea about the offer.
3 – Aware of Wednesday Bazaar.

Out of the 30 respondents, 19 have been found to be aware of the Wednesday Bazaar offer. And 2 out of 30
have a slight idea about the offer. The remaining 9 are not aware of Wednesday Bazaar at all.
Fig.9

1 – VM i.e. danglers, signages, etc.

2 – Newspapers.
3 – TVC.
4 – RD-Show.

According to the previous data analyzed i.e. fig. 8, only 68% of the respondents have been found to be
aware of Wednesday Bazaar offer. That is, 18 out of 30 respondents are aware of the offer and the
remaining are either unaware or have a slight idea. Therefore, out of the 18 respondents who are aware of
the offer, 4 (40%) are aware through the visual merchandising within the store i.e. danglers, signages, etc.
and also the announcements made in the store. 6 (33%) out of 18 respondents are aware through
newspaper ads, 4 (20%) out of 18 through TVC and 1 (7%) out of 18 through road show.

Fig. 10

1 – Avail Wednesday Bazaar offer.

2 – Do not avail Wednesday Bazaar offer.

Out of the 15 respondents aware of Wednesday Bazaar offer, only 73% i.e. 13 respondents avail the offer.
The remaining 27% i.e. 5 do not avail the offer.

Fig. 11 
1 – Offers way of fooling customers.
2 – Inconvenient coming on Wednesdays.
3 – Not interested.
4 – Not much of price difference compared to other days or places.
5 – Not clear about the offer.
Out of the 18 respondents aware of the offer, 5 do not avail the offer and the reasons given by them are
mentioned above. 1 out of 5 find offers misleading or way of fooling customers, 3out of 7 find it
inconvenient to come on Wednesdays, 2 respondents have no interest in offers, 1 does not find much of
price difference on products on the offer days and the remaining 3 respondents are not clear about the offer.
They complain of not having a clear idea of the products that are discounted during the offer. No. of
danglers and sinages are too many to get them confused about offers.

SABSE SASTE TEEN DIN 

Fig. 12

1 – Avail SS3D offer 

2 – Do not avail SS3D offer 

Out of the 15 respondents aware of SS3D offer, only 73% i.e. 13 respondents avail the offer. The remaining
27% i.e. 2 do not avail the offer.
Conclusions 
The Great Exchange Offer
According to the data analysis done in the previous chapter, it has been found out that for The Great
Exchange Offer, the awareness level of people has been sufficient enough. The biggest source of information
here has been the newspaper ads. However, number of people who have availed the offer could have been
more. It also has been observed that majority customers who availed the offer have been the ones who had
availed the offer last year. The number of first timers is less compared to the repeaters.
Here, the first timers can be considered as potential customers for the coming years. As they can be
expected to avail the offer next year again.
It was also observed that some customers approached the exchange offer spot without complete knowledge
about the offer with junk and on knowing the rules, especially coupons redeemable only on purchase of 4
times the amount of coupons. These customers were seen to have gone back immediately. These customers
came with the perception of acquiring new products directly in exchange with the worn out junk that they
brought along without any purchases. The conclusion drawn here can be that these customers came to the
offer spot without reading the offer carefully in the ads published.
Respondents who readily availed the offer had a common point of view i.e. one of the best ways of getting
rid of junk and buying new useful products with a flat 25% discount.
Some respondents went to the store first to have a look at the products that were under the offer. Some
products were marked down and on top of it were placed under the offer which means a 25% further
discount on them. This gave an opportunity to the customers to avail the offer more readily as the product
of their choice was available on a very low rate.
The offer had some common cons that were distinct. For example, number of days given to customers to
redeem the coupons was 7. For some customers who gave away lot of junk and got coupons worth
thousands of rupees found it difficult to make purchases 4 times the amount of coupons issued to them. 

Wednesday Bazaar

According to the data, sufficient danglers in the store along with sinages, newspaper Ads, 
Hoardings and TVC, the awareness level for this offer has been found out to be very good. Customers who
are aware of this offer are very interested in availing it. Reason being good idea of the product that are
under the offer. Wednesday Bazaar has plenty of products marked down on Wednesday; however customers
find them easily within the store. This could be because of Newspaper Ads, Hoardings and Danglers and
Sinages inside the store, which makes the customers to able the spot of the products easily under the offer.
Respondents who visit on Wednesday very eagerly come because of the offers. 

Sabse Saste Teen Din

“Sabse Saste Teen Din” customers were already prepared for the mega shopping event, because of
marketing pre activities like Television Ads Newspaper,Hoardings,Local cable Ads ,Road show,Posters,Sms
activity, Corporate tie up. Customers were waiting in Queue to get in store. A lot of shopping was done by
customers from every department. On an average basis each and every customer purchased not less than
1000 Rs.Minimum three to four bags with full of product were their in every customer hand. Shopping was
done by the all age group right from small children to old, and the store ended doing 104% of the store’s
target (ABP) and the highest achievement in all the Big Bazaar in Pune was Fatima Nagar store which did
1crore in a day. 
Recommendations

The Great Exchange Offer

The biggest drawback in this offer is the number of days given to customers for redeeming the coupons.
People who are issued large amounts of coupons can be given more number of days for redemption
depending on the amount of coupons issued. For example, customers issued with coupons amounting to Rs.
1500 can be allotted 2 weeks time as the amount required to be spent by them is Rs.4500.
Customers not interested in offers are the ones who make purchases irrespective of offers running or not so
they are the least potential customers.
Wednesday Bazaar
One of the biggest drawbacks is the distinct visibility of the products under offer on that particular day. The
number of sinages within the store can be reduced for that particular day. Products placed under offer for
that day should be highlighted more with better display of the discount offered.
Another way of generating awareness of Wednesday Bazaar is by distributing discount coupons on Tuesdays
with list of items under offer for Wednesday. Customers walking in with the coupon the next day can avail a
discount if he/she selects and decides to purchase an item mentioned on the coupon. This way, customers
will walk into the store on Tuesdays out of curiosity to know about the products that are being offered the
next day hence, increasing the footfall on Tuesday as well as Wednesday. Creating an impact of Wednesday
Bazaar is necessary as it is an offer which has been introduced at Big Bazaar on a long-term basis.

SABSE SASTE TEEN DIN.

According to the data analysis done, it has been found out that for the SS3D, the awareness level of the
people has been sufficient enough. The biggest source of information here has been the NewspaperAds,
Roadshow, Sms activity. However, number fo people who have availed the offers could have been more. The
majority customers who have availed the offers have been the ones who had availed the offer last year. The
number of first timers is less compared to the repeaters.
Here, the first timers can be considered as potential customers for the coming years. As they can be
expected to avail the offer next year again. It was observed that some customers approached the SS3D
offer spot without complete knowledge about the offer. People who wants to shop had gone back because of
huge rush in the store and hours waiting to enter in the stire.Peoples coming with their family find it very
difficult to enter in the store. 
Some of the customers left their shopping bags in the store, because of the huge line at billing counter. The
entire home delivery and exchange counter has been closed for next three days .If all the things would have
been done in a proper manner, the store could have done much better by achieving 110% instead of 104%.

ANNEXURE – 1

1. Big Bazaar visits?

Frequently (6-7 times a month) Regularly (once a week) Infrequently (1-2 times a month)

During offers only Only on Sundays

2. Aware of Exchange Offer? Yes No 

3. If Yes, then source of awareness: Newspaper Ads TVCs VMs 

Hoardings Reference/Mouth publicity
4. Availed Exchange Offer? Yes No

5. If Yes, then availed first time or has availed previously too? 

6. (If respondent has availed Exchange Offer) Influences?

Getting rid of worn outs in exchange of
new products.
Uniqueness of the offer.

Any other reason (Specify)

8. Would he avail the offer again, next year? Yes No

9. (If respondent has not availed Exchange Offer) Reasons?

Offers mislead/fool customers. 
Long distance traveler.
Not interested.
Have to shop 4 times the value of coupons issued within 7 days from date of issue.
Any other reason (Specify)

10. Any other comments: 

ANNEXURE – 2

1. Aware of Wednesday Bazaar Offer? Yes No Slight idea 

2. If Yes, then source of awareness: Newspaper Ads TVC VM 
Hoardings Reference/Mouth publicity
3. Avails Wednesday Bazaar Offer regularly? Yes No

4. (If respondent avails Wednesday Bazaar Offer) Influences?

Convenient shopping on Wednesdays.
Lower prices as compared to other days.

Any other reason (Specify)

5. (If respondent does not avail Wednesday Bazaar Offer) Reasons?

Offers mislead/fool customers. 
Inconvenient coming on Wednesdays.
Not interested.
Lowered prices are similar to the prices elsewhere.
Offer not clear.
Any other reason (Specify)

6. Any other comments: 

ANNEXURE-3

1. Aware of Sabse Saste Teen Din? Yes No Slight idea.

2. If Yes, then source of awareness: Newspaper Ads Hoardings 

Reference Cable Ad/Road Show TVC

3. Availed SS3D Last Year? Yes No 

4. ( if respondent avails SS3D Offer) Influence?

Offers only for 3 days.

Lower Price as compared to other days

Any other reason (specify)…………………….

5. (if respondent does not avail SS3D Offer) Reasons?

Lowered prices are similar to the price elsewhere.

Inconvenient location.

Not interested 

Any other reason (specify)………………………….

6. Any other comments………………………………………………….

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