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THE EFFECTIVENESS OF THE MAHABACHAT OFFER
ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES Page 1
THE EFFECTIVENESS OF THE MAHABACHAT OFFER
DECLARATION
I BRIGHT MANJALY hereby declare that the Dissertation report titled “EVALUATION OF
SERVICE QUALITY AT MC DONALDS” is my original work under the guidance of PROF.
RANGANATHAN K and has not been published or submitted for any degree/ diploma by
Mysore University or any other University elsewhere. This has been undertaken for the purpose
of partial fulfilment of Masters of Business Administration at Mc Donalds.
Date: BRIGHT MANJALY Place: Bangalore 12MBAUM12063
ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES Page 2
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CERTIFICATE FROM THE GUIDE
Certified that this Dissertation report titled “EVALUATION OF SERVICE QUALITY AT
MC DONALDS” is based on an original study conducted by BRIGHT MANJALY of IV
semester MBA under my guidance.
This report has not formed the basis for the award of any other degree/ diploma by Mysore
University or any other degree.
Place: Bangalore PROF. RANGANATHAN K
Date: (DEAN)
PROJECT GUIDE
ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES Page 3
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CERTIFICATE
Certified that this Dissertation Report titled “EVALUATION OF SERVICE QUALITY AT
MC DONALDS” is based on the study conducted by BRIGHT MANJALY of IV semester
MBA under the guidance of PROF.RANGANATHAN K.
This Dissertation Report is based on the training under gone by the student and has not
formed the basis for the award of any other degree/diploma by University of Mysore or any other
University.
PROF.VIJAY BHASKAR PROF.KERRON G REDDY
(PROGRAM DIRECTOR) (CEO & PRINCIPAL)
Place: Bangalore Place: Bangalore
Date: Date:
ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES Page 4
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ACKNOWLEDGEMENT
It is really a matter of pleasure for me to get an opportunity to thank all the persons who
contributed directly or indirectly for the successful completion of the Dissertation report titled
“EVALUATION OF SERVICE QUALITY AT MC DONALDS”.
While presenting the report of my project, I have great pleasure in acknowledging the help
rendered and guidance given to me by various people during the course of our project.
I would like to thank, Prof. Kerron G Reddy, PRINCIPAL and CEO of AIMS, Bangalore for
giving me the opportunity to do the project.
I choose this moment to acknowledge Prof. Ranganathan K, project mentor for his generous
guidance; constant inspiration and vigilant supervision helped me in the completion of this
project.
I would like to express my sincere thanks and gratitude towards Prof. Vijay Bhaskar, HOD who
monitored my progress and arranged all the facilities.
I would express my sincere gratitude to the Manager of Mc Donalds, who gave me permission
and support throughout my project work in Mc Donalds. I also extend my gratitude to all other
staffs and employees for their valuable advice and support for the preparation of this project.
BRIGHT MANJALY
ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES Page 5
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TABLE OF CONTENT
ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES Page 6
CHAPTER CONTENTS PAGES
CHAPTER 1
Profiles1.1Introduction
1.2 Industry Profile
1.3Company profile
1.4Products Profile
1.5Competitors Profile
8
9-11
12-15
16-18
19-24
CHAPTER 2 Organization Structure 26
CHAPTER 3 Functional Departments 28-41
CHATPER 4 SWOT Analysis 43-44
CHAPTER 5 Ethical / Best Practices / Policies in the organization
46-47
CHAPTER 6 SPECIAL TASK Introduction Statement of problem Objectives Research Methodology Analysis & Interpretation of
data
4950505151-60
CHAPTER 7 Findings o Special Task-
Findings Conclusion (one on Special
task.) Suggestions
o Special Task- Suggestions
Bibliography & Annexure
62-64
65-66
67-68
69
70
71-73
THE EFFECTIVENESS OF THE MAHABACHAT OFFER
CHAPTER 1
INTRODUCTION
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INTRODUCTION
1.1 INTRODUCTION
The Indian retail sector is witnessing one of the most hectic marketing activities of all times.
The companies are fighting for mind share and heart share which can finally be converted to
market share. There is always a ‘first mover advantage’ in an upcoming sector. In India, that
advantage goes to “Big Bazaar.” It has brought about many changes in the buying habits of
people. It has created formats which provide all items under one roof at low rates, or so it claims.
Big Bazaar’s main competitors are other business houses which are planning to enter the market
as well as long established ‘Kirana’ stores which feel threatened by huge retail chains.
In this project, we will study its marketing strategies on the way it attracts its customers for
various purchase offers and particularly the mahabachat offer which was a failure. Here, we will
study the reasons for the failure of mahabachat, why the sales figure went down, why the
customers didn’t turn up on the mahabchat offer, the rearrangement of particular sections which
gave discomfort to the customers etc.
The Mahabachat offer is designed to provide maximum consumption both in value and
volume around the Independence Day holiday. But, this year the challenge was to instil the
confidence into the hearts of the customers when the weakening rupee was dampening consumer
spending. As a solution to the current consumer angst, they empowered their consumers with a
concrete solution of Mahabachat. The resolve of victory on weakening rupee by participating in
Mahabachat was brought alive through the optimistic call to action- “mehengai par halla
Bol”. Therefore, mahabbachat is a testimony to the companies’ belief in providing maximum
savings and value to the customers.
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INDUSTRY PROFILE
1.2 INDUSTRY PROFILE
“Retailing is a distinct, diverse and dynamic sector”. “It is an activity of enormous economic
significance to most developed nations”. It generates revenue and wealth for nation, encourages
investments and brings technological advancements. Stated that “it brings employment and
creates wealth of the economy”. “It is a vibrant part of our changing society and a major source
of employment”
Retailing performs activities at larger level so it requires massive manpower to handle and
manage its operations. Retailing also helps society in general by providing goods and services in
reasonable price and increasing their standards of living. “Retailing activity can be viewed as a
significant contributor to the economy in general”.
Retailing is the set of activities that markets products or services to final consumers for their
own personal or household use. It does this by organizing their availability on a relatively large
scale and supplying them to consumers on a relatively small scale.” Retailing makes products and
services available in large quantities. Retailers produce or order the products/services in bulk so
they can take advantage of economy of scale and thus they can formulate competitive pricing
strategies. Products and services are generally sold through the store or on the internet.
History
The first decade of modern retail in India has been characterized by a shift from traditional
kirana shops to new formats including department stores, specialty stores hypermarkets, and
supermarkets and across a range of categories. Modern retail formats have mushroomed in
metros and mini-metros. In the last few years, modern retail has also established its presence in
the small cities, exposing residents to shopping options like never before.
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Some of these stores are branded stores(exclusive showrooms either owned or franchised
out by a manufacturer) , specialty stores(greater choice to consumer, comparison between brands
is possible) , department stores/supermarkets (one stop shop catering to varied consumer needs) ,
hyper-mart (low prices , vast choice available including services such as cafeterias.) , shopping
malls (variety of shops available to each other ).
Present
Retail is India’s largest industry, accounting for over 10 percent of the country GDP and around 8
percent of the employment. Retail industry in India is at the crossroads. It has emerged as one of
the most dynamic and fast paced industries with several players entering the market. But because
of the heavy initial investment required, break even is difficult to achieve and many of these
players have not tasted success so far.
However the future is promising the market is growing, government policies are becoming more
favourable and emerging technologies are facilitating operations.
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 behaviour,
ushering in a revolution in shopping in India.
Modern retail has entered India as seen in sprawling 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 of 24 years, nuclear families in urban areas, along with increasing working-women
population and emerging opportunities in the service sector are going to be the key growth
drivers of the organized retail sector in India.
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Some key facts:
Retail is India’s largest industry accounting for over 10 percent of the country’s GDP and
around 8 percent of the employment
The market size of Indian retail industry is about US $312 billion.
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COMPANY PROFILE
1.3 COMPANY PROFILE
Type Public Industry Retail Founded 2001 Headquarter Mumbai,
Maharashtra(India)
Products Hypermarkets Revenue 11,000 crore Employees 36,000 Parent Future group
Divisions 214
Website: www.pantaloonretail.inPantaloon 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 5 million square feet of retail space, has over 450 stores
across 40 cities in India and employs over 18,000people.
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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, and Fashion Station. The company also operates an online
portal, futurebazaar.com.
Big Bazaar is the largest hypermarket chain in India. As of June 2, 2012 there are 214 stores
across 90 cities and towns in India covering around 16 million sq.ft. of retail space. Big Bazaar is
designed as an agglomeration of bazaars or Indian markets with clusters offering a wide range of
merchandise including fashion and apparels, food products, general merchandise, furniture,
electronics, books, fast food and leisure and entertainment sections.
Big Bazaar stores are aimed at providing a local marketplace feel to the shoppers. They offer a
wide variety of household items including retail apparels, food products, general merchandise,
furniture, electronics, books, fast food, etc. Several stores also have leisure and entertainment
sections. The hypermarket chain crossed the 100 store mark in 2008.
Future Group also owns Central Hypermarket, Brand Factory, Pantaloons, eZONE, Hometown,
futurebazaar.com, and KB's Fair Price, apart from Big Bazaar.
Big Bazaar was introduced by the Future Group in September 2001 with the opening of its first
four stores in Kolkata, Indore, Bangalore and Hyderabad within a period of 22 days.
Started by Kishore Biyani, Big Bazaar was launched mainly as a fashion format selling apparel,
cosmetics, accessories and general merchandise. Over the years, the retail chain has included in
its portfolio a wide range of products and services, ranging from grocery to electronics.
The current retail formats of the Future Group include Big Bazaar, Food Bazaar, Electronic
Bazaar and Furniture Bazaar. According to Kishore Biyani, the inspiration behind this entire
retail format was from Saravana Stores, a local store in T. Nagar, Chennai. Big Bazaar is
popularly known as the ‘Indian Wal-Mart’ today.
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In the second year of operations, Big Bazaar tied up with Indian banking giant ICICI Bank and
launched the Big Bazaar ICICI Bank Card. In the same year, the first Food Bazaar store was also
launched at High Street Phoenix mall in Mumbai, marking the retailer’s entry into dedicated food
retail.
In 2003, Big Bazaar made its foray into small towns and cities. The first store in this category
was launched that year in Nagpur. The franchise also welcomed its 10 millionth customer at its
new store in Gurgaon in the same year.
Over the next two years, Big Bazaar consolidated its position in the Indian retail landscape. This
phase of growth included the setting up of the Mumbai store in Lower Parel, which registered a
record Rs 10 million turnover in a single day on Diwali-eve in 2004. In 2005, the first Big Bazaar
Exchange Offer was launched, which has quickly gained popularity among customers.
In 2006, further changes in loyalty marketing took place with the launch of the housewife-centric
credit card, Shakti. Jewellery store ‘Navaras’ was also launched that year within Big Bazaar
stores which became the first store-in-store concept to be launched by the brand. Another
dedicated retail format launched in 2006 is Furniture Bazaar.
In 2007, Big Bazaar partnered with a shopping portal Futurebazaar.com and expanded its retail
footprint to 50 stores.
The following year, 2008, witnessed by far the fastest growth in terms of retail expansion for Big
Bazaar, with the launch of the 101st store. Joining the league of India’s Super brands and voted
among the top ten service brands in the country by the Pitch-IMRB international survey,
Big Bazaar became much more than a household name. The year also saw the launch of the
Monthly Bachat Bazaar (Monthly Budget Market) campaign, which provided significantly low
prices and gave discounts on bulk purchases in the first week of the month.
Over the next two years, Big Bazaar carved its own niche in modern retail and became the largest
brand in the hypermarket format. Capturing one-third of the food and grocery market in modern
retail, celebrity endorsements and tie-ups with other brands allowed it to enhance its retail
footprint. In 2009, Big Bazaar won the CNBC Awaaz Consumer Awards for the third
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consecutive year. It was adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most
Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop.
For sale to the general public, typically through stock, or through market makers operating
in over the counter markets. Public companies, including public limited companies, can be either
unlisted or listed on a stock exchange depending on their size and local legislation.
ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES Page 15
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1.4 PRODUCT PROFILE
PRODUCT PROFILE
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APPARELS
FOOD
FARM PRODUCE CHILL STATION
HOME&PERSONNEL CARE
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APPARELS-
a) Denims & t-shirts
b) Fabrics & cut pieces
c) Formal wear
d) Casual wear
e) Party wear
f) Ethnic wear
g) Accessories
h) Under garments
i) Night wear
j) Dress material
k) Sarees
FOOD-
a) Staplesb) Ready to eatc) Ready to cookd) International foode) Spicesf) Imported bazaarg) Tea & coffee
FARM PRODUCE-
a) Fruitsb) Vegetablesc) Imported fruitsd) Dairy products
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CHILL STATION-
a) Soft drinksb) Packaged juicesc) Milk itemd) Frozen foodse) Ice creams
HOME & PERSONNEL CARE-
a) Shampoos b) Detergentsc) Soapsd) Liquid washe) Creamsf) Deodorantsg) Home cleanersh) Utensilsi) Plasticsj) Crockery
ACHARYA INSTITUTE OF MANAGEMENT AND SCIENCES Page 18
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COMPETITORS PROFILE
1.5 COMPETITORS PROFILE
Mahindra Retail is an extension of the US $16.2 billion Mahindra Group’s trading foray in the
domestic India market. The Group believed that this is the favourable time to extend its
distribution business into direct retailing, when the organized retail market is expanding in India.
Mahindra Retail is part of Mahindra Partners, the $750 Million Private Equity division of the
Mahindra Group. With a vision to accelerate value creation through a diversified portfolio of
emergent businesses of the future, Mahindra Partners adapts the Group's unique strengths of
constant innovation, prudence and creative business models. With a mandate of incubating new
ventures for the Group, the Division provides growth capital to bring our stakeholders diversified
products and services. Apart from Logistics, Mahindra Partners manages portfolio companies in
various industry sectors like Cleantech, Steel, Retail, Vocational Education, Consulting, Media,
Speed Boat Manufacturing, and Conveyor Systems & Luxury Retail.
Apart from distributing toys, games and wellness products under licenses from various
international brands like Disney® and Mattel®, NUK®, Mahindra entered the retail market with a
unique mother child venture called Mom & Me.
As the name suggests, the store caters to the needs of a Mother and her Child. The company’s
initial stores were launched in Ahmedabad and Ludhiana in Jan 2009. In a short span of time,
Mahindra Retail successfully created a strong brand with pan India presence, operating 100+
Mom & Me stores across 45+ cities in India by 2012.
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With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small
shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL, was set up to
lead Reliance Group’s foray into organized retail.
Since its inception in 2006, Reliance Retail Limited (RRL) has grown into an organisation that
caters to millions of customers, thousands of farmers and vendors. Based on its core growth
strategy of backward integration, RRL has made rapid progress towards building an entire value
chain starting from the farmers to the end consumers.
Reliance Retail continued to expand presence of its value and specialty formats. During the year,
Reliance Retail opened 90 new stores spanning across 'value' and 'specialty' segments. In-store
initiatives, wider product choice and value merchandising enabled the business to achieve robust
growth during this period.
Its presence in the optics business is in partnership with Grand Vision. 51 new stores were added
during FY-11 taking the total presence to 100 stores across key markets in the country. The retail
chain offers single brand optical products including Vision Express frames, lenses, contact lenses,
sunglasses, solutions and accessories.
For the very first time, consumers in India got the opportunity to experience Ham leys, which is
considered to be the world's most wonderful toy shop. The brand was launched in India with
opening up of 2 stores during the year. The I-Store by Reliance Digital is a one-stop-shop for all
Apple products and services. There are 17 such stores currently operational.
Reliance Brands also announced exclusive licensing arrangement with two leading international
brands: Steve Madden & Quicksilver. Across India, Reliance Retail serves over 2.5 million
customers every week. Its loyalty programme, "Reliance One", has the patronage of more than
6.75 million customers.
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Fabindia is India's largest private platform for products that are made from traditional techniques,
skills and hand-based processes. The Fabindia Head Office is located in New Delhi.Fabindia
links over 80,000 craft based rural producers to modern urban markets, thereby creating a base
for skilled, sustainable rural employment, and preserving India's traditional handicrafts in the
process. Fabindia's products are natural, craft based, contemporary, and affordable.
Fabindia was founded with the strong belief that there was a need for a vehicle for marketing the
vast and diverse craft traditions of India and thereby help fulfil the need to provide and sustain
employment. We blend indigenous craft techniques with contemporary designs to bring aesthetic
and affordable products to today’s consumers.
Our endeavour is to provide customers with hand crafted products which help support and
encourage good craftsmanship. Fabindia opened first retail store in New Delhi in 1976. Today,
Fabindia has 170 retail stores across India, 3 stores in Mauritius, 2 stores in Dubai and 1 store
each in Italy, Nepal and Singapore.
The product range consists of garments for men, women, children and infants; garment
accessories; home furnishings – bed, bath, table and kitchen linen, upholstery fabric, curtains,
floor coverings and a range of non-textile products like furniture, lights, lamps and stationery. In
addition to handcrafted clothing and home furnishings, Fabindia’s product line includes organic
foods and Personal care products.
Our products are sourced from all over India. Fabindia works closely with artisans by providing
various inputs including design, quality control, access to raw materials and production
coordination. The vision continues to be to maximize the handmade element in our products,
whether it is hand woven textiles, hand block printing, hand embroidery or handcrafting home
products.
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Bharti Retail Limited, a wholly owned subsidiary of Cedar Support Services Limited which
belongs to the Bharti Group of companies, one of India’s leading business groups, owns and
operates neighbourhood stores called easy day and compact hypermarket stores called easy day
Market. These stores provide consumers immense value and wide choice with products of great
quality at affordable prices. easy day and easy day Market stores promise Sabse Kam Daam Har
Din and offer an extensive product mix at everyday low prices (EDLP), which are substantially
lower on customers’ ‘monthly basket of products’ vis-à-vis similar stores. Inspired by its mission
to ‘Enable India Live Better’, Bharti Retail’s goal is to establish a pan-India footprint and become
India’s most-preferred multi-brand retailer.
Easy day stores are one-stop shops that cater to every family’s day-to-day needs. They bring
together a wide range of relevant goods, high quality products and great in-store experience and
service, all under one roof. These neighbourhood format stores offer more than 3,000 products at
the lowest prices. The wide assortment of goods include personal care products, stationery,
household articles, hosiery items, as well as daily-need groceries including staples, processed
foods, bakery and dairy products, meat and poultry and fresh produce.
The Market provides customers everything a great market offers, bringing together a potent
combination of the familiar and the innovative, all under one roof. These stores range up to
55,000 sq. ft. and offer thousands of products displayed in a consumer-friendly manner that
brings both entertainment and ease to the shopping trip. These include items ranging from apparel
for men, women and kids, home furnishings, home ware, cosmetics, a wide range of kids’ toys,
small appliances, mobile phones and stationery. These stores also have live bakery; meat, poultry
and fish; farm fresh fruits and vegetables; grocery and general merchandise.
Sourcing: Bharti Retail sources high-quality products from Bharti Wal-Mart Pvt. Ltd, to ensure a
robust supply chain for Bharti Retail’s stores. Bharti Wal-Mart also sources and supplies products
sold in easy day and easyday Market stores. All private labels in Bharti Retail stores are also
supplied by Bharti Wal-Mart.
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Pan-India Footprint: The first easy day store was launched in Ludhiana and easyday Market in
Jalandhar in 2008. Currently, there are over 210 stores in cities across Punjab, Haryana, Uttar
Pradesh, Uttarakhand, Madhya Pradesh, Rajasthan, Himachal Pradesh, Chhattisgarh, NCR Delhi,
Jammu & Kashmir, Maharashtra and Karnataka.
The Group's foray into the retail sector began in December 2006 when it acquired Trinethra, the
chain of stores based in south India. May 2007 saw Aditya Birla Retail Limited (ABRL) launch
their own brand of stores called 'More.' ABRL's vision is "to consistently provide the Indian
consumer complete and differentiated shopping experiences and be amongst India's top retailers
while delivering superior returns to all stakeholders".
Currently, there are over 512 supermarkets and 16 hypermarkets. All the supermarkets are
branded 'More.' and the hypermarkets are branded 'More Megastore'. The hypermarkets are self-
service super-stores offering value and range in food and non-food products and services at a
single location. Hypermarkets are located in large catchment areas and encourage mass
consumption with discount prices and substantial depth of assortment with an average store size
of 55,000 sq ft shopping area.
In May 2009 Aditya Birla Retail introduced a value proposition for its supermarkets and
encapsulated it into a promise of giving its customers "Hamesha Extra" which has resonated with
the consumer. "Hamesha Extra" is the core essence of more. It means customers will always feel
that they have got something extra while shopping at more. Within a short span of less than three
years, more has a strong membership base of over 3 million members as part of its loyalty
program. More has also launched a huge range of private labels in food and grocery, staples and
apparel which have already obtained a significant share of category as well as salience with the
consumer. Aditya Birla Retail Ltd was presented with the "Master Brand Award 2012" by the
World Brand Congress on 14th February 2012 in Mumbai.
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The Master Brand Award is conferred upon those brands that appeal to a large set of consumers
from premium to mass while constantly keeping in mind a consumer centric approach. Aditya
Birla Retail Limited was presented the prestigious "Retail Best Employer of the Year" award by
the global jury of the Asia Retail Congress 2012 in Mumbai.
The Asia Retail Congress is Asia's single most important global platform to promote world-class
retail practices. These awards are aimed at honouring the best, in the Asian retail scenario. The
Asia Retail Congress is represented by 100 countries across the world.
Shoppers Stop believes in a world of limitless possibilities. It always set benchmarks, cross
limits, achieves the impossible and celebrate our successes. Innovation being their key driver,
they have adopted a new philosophy of "Start Something New" to give retail a new dimension.
With an unparalleled assortment of the leading international and national brands in clothing for
men, women, and kids; accessories, fragrances, cosmetics, footwear; home furnishing and decor
products, the stores aim to provide shoppers a truly international shopping destination.
Shoppersstop.com offers a truly remarkable shopping experience on the Internet. With an
unparalleled assortment of the leading international and national brands in men’s clothing,
women’s apparel, and kids clothes, gifts and fashion accessories like ladies watches, men's
watches, artificial jewellery, fine jewellery, handbags, fragrances, cosmetics, men's footwear,
women's footwear, home furnishing and decor products, they are an online shopping destination
of choice.
Shopper stop customer centricity and relentless pursuit to set new benchmarks in retail has made
it the leading chain of department stores in India.
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CHAPTER 2
ORGANISATION STRUCTURE
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ORGANISATION STUDY
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CHAPTER 3
FUNCTIONAL DEPARTMENTS
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FUNCTIONAL DEPARTMENTS
HUMAN RESOURCE
This is very evident from the way the HR department handles all its employees. They take
utmost care to select, train motivate and retain all the employees. They continuous
developmental programs for all the employees.
Currently Big Bazaar malleshwaram is employing 500. There are four shifts for the
employees. The first shift employees arrive at 9:30 in the morning and leave at 6:30 in the
evening, while the second shift employees report at 8:30 in the morning and leave at 5:30.
Then there is shift from7:30 to 4:30and then from 10:30 to 7:30 and finally the last shift starts
from 1:30 in the afternoon and goes on till the time of store closing I.e.10 :00 in the evening.
The following are the main source though which Big Bazaar recruits its employees are
recruited through private consultants. They are usually appointed as Department Managers.
Walk In
This is the main source through which Big Bazaar recruits its employees. People seeing job
usually themselves approach the HR department for job vacancy. Employees usually selected
from this source are appointed at the entry level as team members.
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Source of recruitment
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Employee Referrals:
This is the other main source through which employees are selected.
Candidates who have given their previous employer as referrals are interviewed and from
their previous employer, opinion is taken about their behaviour and performance in the job. If
they receive a positive opinion from their previous employer they are selected.
Campus Recruitment
Young people bring new ideas and fresh enthusiasm. Therefore Big Bazaar visits some of the
reputed educational institutions to hire some of the most talented and promising students as
its employees
Selection Procedure
The following is the selection procedure that the HR department practices to hire its
employees.
Interview:
For entry level jobs, the candidates are interviewed by a HR person.
They are asked a few basis questions about their education, previous work experience if any
languages known etc. This is done to evaluate the employee.
Psychometric Tests:
For higher and top level jobs, candidates are asked to answer a few questions which basically
test their sharpness, analytical ability, ability to handle stress, presence of mind etc. This is
done as Managers are required to work under stress all the time and still maintain a cool head
to make some vital decisions.
Group Discussion
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In campus recruitment students are involved in a Group Discussion, where they will be a
given a topic on which the group ahs to deliberate, discuss and arrive at a solution or a
decision which is accepted by the whole group.
Along with the G D they are also given a written aptitude test.
Finally a formal interview will be conducted to assess the overall skills of the student.
Induction:
New employees selected will be given a 13 day induction and training program. They will be
informed of their roles, duties and responsibilities. They will also be informed about the HR
policies and rules of the company. The new employees will be on a probation period of 6
months the performance of the employee. If the employee’s performance is good and
encouraging, the employee’s services will be confirmed
Compensation & Rewards:
The employees are rewarded suitably with attractive packages.
The salary of an employee includes basic pay, HRA, special allowance, OF, ESI, Med claim
etc.
Annual Bonus will be given at the time of Diwali.
The employees and their dependents are also entitled for medical treatment in recognized
hospitals with the cashless hospitalization with whom the company has tie-ups.
If a hospital is not recognized, the amount spent by the employee will be reimbursed.
Along with theses all the employees are given a card known as ‘Employee Discount card’
(EDC) through which they can buy any product at Big Bazaar at a special discount of 20-
30%.
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Leave and other rules:
An employee during his probationary period is entitled for 7 days of leave. A confirmed
employee is entitled for 30 days of leave in a year. There is only one type of leave the
employee can take which is known as All Purpose Leave (APL).
Performance Appraisal:
The HR department conducts performance appraisal of all the employees annually in the
month of April.
Based on their performance increments will be given in their pay. In addition to this if an
employee achieves or exceeds the target given to along with their team members will be
provided with attractive cash and other incentives.
Training & Development:
Future group has its own training division for all its employees, known as ‘Future Learning &
Development Limited’ (FLDL).
All the employees are given training for 20 days in a year spread over different periods.
‘Gurukul’ which is a part of FLDL gives training to all the employees on various skills like
team work, dedication discipline improving customer service etc to make them more
knowledgeable and productive
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MARKETING DEPARTMENT
Marketing concept is a customer orientation backed by integrated marketing aimed at
generating customer satisfaction as the key to satisfying organizational goals. For a firm in
order to implement the marketing concept it has to focus its attention on the consumer,
ascertain his/her needs, discuss and wants before.
Every brand appeals to individual customers in different ways. Good customer service is the
life blood of any business. Good customer service is all about attending to existing and
potential customers. This maintaining good relationship with the customers is the
customers is the key to business success and hence the concept relationship marketing.
Traditionally, marketers have located their target market segments, presented their offer, and
made the sales. It always has been a single step process.
Relationship marketing looks at customers and clients over a longer term. It takes into
account the lifetime value of a customer.
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HR
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Many experts think it costs anywhere from six to ten times as much, to find a new customer,
than to sell to an existing one. With those financial realities in mind, the approach makes
some sense, and some real dollars.
The marketing department is responsible for marketing of Big Bazaar product through
different media like TV, radio, newspapers, banners, placards etc.
The marketing department has to decide and identify the most effective medium to attract the
customers to Big Bazaar thereby increasing the sales.
The department has to design creative and attractive advertisements through which the
company products can be promoted to the customers.
The company has to visit different companies and has to enter in tie-ups for all its
advertisement campaign.
The marketing department also consists of another separate department which is known as
visual merchandising.
Visual merchandising is an art by which a retailer makes the store talk to its customers. The
colours, signage, lights, look and feel, everything is taken into account. It is very important
to figure out what is the story, the picture, the idea that is being sold to the customers.
Another concept that was incorporated in Big Bazaar from the beginning was the of category
management as opposed to the brand merchandising practice that is followed by many
retailers, category management is based on the belief that a customer walks into a store
looking for party shirt or a formal trouser.
Big Bazaar wanted to have a complete bouquet of products in each category at different
price-points, design, fabric, size and colour. The objective was to create ‘traffic drivers’
within the store rather than make brands compete with each other. Focusing on categories
also held to achieve a level of perfection within the specific segments.
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PRODUCT MIX
PRICING
Value pricing(EDLP)
Promotional pricing
o Psychological discounting
o Special event pricing
Differentiated pricing time pricing
Bundling
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PLACE
Initially identifies future/ potential development areas.
Acquisition such areas at an early phase before the real estate value boom
Located at high traffic areas.
Designed to look crowded
PROMOTION
“Saal ka Sabse sasta 6 din”
Pay back card
Advertising ( print ads, TV ads , radio)
Exchange offer
Weekend discounts
Points of purchase promotion
SOME OF THE OFFERS AT BIG BAZAAR
Wednesday Bazaar
The concept of Wednesday Bazaar was promoted as ‘Hafte Ka Sabse Sasta Din’ (Cheapest
Day of the Week). Initiated in January 2007, the idea behind this scheme was to draw
customers to stores on Wednesdays, the day when consumer presence is usually less.
According to the chain, the aim of the concept was ‘to give homemakers the power to save
the most.
Sab se Sasta 6 Din
Big Bazaar introduced ‘Sabse Sasta Din’ (Cheapest Day) with the intention of attaining a
sales figure of Rs 26 crore in a single day. The concept became such a hit that the time period
for the offer had to be increased from one day to three days in 2009 (January 24 to 26) and to
five days in 2011 (January 22 to 26).
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MahaBachat
The concept of ‘MahaBachat’ (Mega Saving) was introduced in the year 2006 as a single day
campaign with attractive promotional offers across the company outlets. Over the years, the
concept has grown to become a six-day biannual campaign. During this campaign, attractive
offers are given in all the value formats including Big Bazaar, Food Bazaar, Electronic
Bazaar and Furniture Bazaar.
The Great Exchange Offer
Introduced on February 12, 2009, ‘The Great Exchange Offer’ allows customers to exchange
their old goods for Big Bazaar coupons. The coupons can be redeemed later for buying brand
new goods from Big Bazaar outlets across the nation.
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FINANCE DEPARTMENT
The department consists of one Finance manager, one Assistant Finance manager, four
Department Finance Heads who also play role of team Leader sand there are 26 cashiers in
the store who are working in two shifts. Finance is the life blood of any business. The
Finance department is also responsible for collecting and depositing the cash received in the
company‘s bank account daily.
LOGISTICS DEPARTMENT
Logistics is a very important department of Big Bazaar. It is responsible for procuring the
stock of all the products of the different departments. The logistics department receives the
goods from the warehouse. The Warehouse of Big Bazaar for the entire South zone is located
at Hosakote, Karnataka. The logistics department receives the stock of different goods and
verifies the quantity and quality of the goods with the particulars given in the Goods
Received Statement which it receives along with the stock. Then it checks for any damage in
the stock received. If there is no damage in the stock, after recording it in the Stock Inward
Register dispatches the goods to the specific department taking the signature of the
Departmental Manager. If there is a damage in the goods or if the goods do not match the
details given in the Goods Received Statement, it enters in the Stock Outward Register and
sends it back to the warehouse along with a Goods Returned Note giving full information
regarding the reason for returning back the goods and the defect or damage in the goods.
The logistics department receives two truckloads of stock every day. It is the respective
departmental Managers who place an order to the Zonal head office through e-mail for stock
of goods when they feel that the stock has to be replenished. The logistics department works
in complete coordination with all the other departments to ensure that the stocks are received
and maintained properly continuously for the smooth functioning of Big Bazaar and avoid
any inconvenience to the customers.
SALES DEPARTMENT
This department is responsible for the collection of sales amount i.e., cash sales. There are 9
cash counters in the Store. There is a Head Cashier to whom all the cahiers report and submit
the total sales amount collected throughout the day by the cashiers. In addition to cash all
leading credit and debit cards are accepted at no extra charge. Also Big Bazaar vouchers and
Sodexho coupons are also accepted. A cashier at the time of opening his billing counter will
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be given an opening balance of Rs.1000. The cashier has to ensure that all the offers
applicable on respective products are given to the customer in his/ her bill. Also if any free
items are given on some purchases, it should be informed to the customer clearly. After the
billing is done, the cashier has to pack the products neatly in a plastic cover according to the
customer’s needs. At the time of closing the billing counter, the cashier has to give a
statement of cash, with all particulars of different denominations of cash, amount collected
through credit cards, amount collected in debit cards, amount collected in Sodexho coupons
& Big Bazaar vouchers and also amount collected through Credit Notes.
Wednesday Bazaar is a very important and popular event in Big Bazaar. Every Wednesday
fabulous offers and great discounts are given on most of the products. Customers arrive in
large numbers as they realize that it is on Wednesday that products are offered at the lowest
prices. On Saturday and Sunday also the customer turnout is high, as it is on the weekends
that most of the customers find time for shopping. They arrive along with their family to
enjoy the shopping experience. Good discounts and offers are also provided to attract more
number of customers.
ADMINISTRATION DEPARTMENT
In this department the Team Members may be the maintenance, housekeeping, security. The
Store administration comes under the Store Manager. Its functions are store maintenance,
housekeeping, security etc. The store maintenance is concerned with the proper running of
the store in co-ordination with all the departments. It also has to ensure proper back up power
supply in times of power cuts. The Housekeeping is concerned with keeping all the
departments of the Store clean and neat all the time. The Security section is concerned with
the security of the entire store. Security department keeps a vigilant check on all the people
entering and departing at the various entry and exit points in the store. They also maintain all
the registers like employee‘s attendance register, stock register, and visitors register etc. They
check all customers bill before letting them out of the store. They ensure orderliness in the
store and prevent shrinkage or pilferage of good stock minimizes the loss arising out of it.
The housekeeping and security are outside agencies employed by the store on a contract basis
to take care of the respective functions. The Administration department also has a separate
section known as Information Technology.
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INFORMATION TECHNOLOGY
This department is responsible for the maintenance of all the systems of the Store; all billing
machines their functioning networking with the master machine etc. If there is any problem
with the machine in any department in the store, then this department comes into function.
This dept integrates all the systems in the store and properly maintains all of them.
CUSTOMER SERVICE DESK
The customer service desk is for the helping the customer at every need. It provides facilities
like free home delivery, free gift wrapping, free alteration, exchange counter, customer help
line, announcement and customer help desk.
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CHAPTER 4
SWOT ANALYSIS
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SWOT ANALYSIS
Strengths:
Better understanding of customers helping the company to serve them better.
Vast range of products under one roof helping in attracting customer and their family to shop together and enjoy the experience.
Benefit of early entry into the retail industry.
Diversified business operating all over India in various retail formats.
Ability to get products from customers at discounted price due to the scale of business
.
Weaknesses:
High cost of operation due to large fixed costs.
Failing revenue/sq.ft
Unable to meet store targets
Unavailability of popular brands
Opportunities:
Lot of potential in the rural market.
Can enter into production of various products due to its in depth understanding of customer’s tastes and preferences.
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Can expand the business in smaller cities as there is a lot of opportunity. Evolving consumer preference in recent years Organized retail is just 4.15% of the total pie chart
Threats:
High business risk involved.
Lot of competitors coming up to tap the market potential.
Margin of business reducing all the time.
Unorganized retail sector of India
Customers losing their trust in the company due to supply of substandard products
Many major players are foraying into the retail sector like Wal-Mart, Reliance; D-mart etc.which may hamper their margins.
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CHAPTER 5
ETHICAL POLICIES IN THE ORGANISATION
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ETHICAL POLICIES IN THE ORGANISATION
Ethics in retailing pose certain critical issues. Retailers may use certain ethical standards that
guide decision making when confronting questionable situations that may not be covered by
law. Retail sales have been selected as an important frame of reference as the retail
salespeople are likely to encounter situations that could be ethically troublesome. Big Bazaar
is an organization where customers are considered as God and they themselves consider as
Temple. This proves how well they treat and value their customers. They try to provide
superior services to the end users in terms of products and after sale. They even focus on
procurement of products based on community around.
Big Bazaar never compromise on the quality of products been offered to the customers.
Especially the F&V department ensures that they bring in fresh stocks every day. Big Bazaar
also does not serve customers with products close to expiry unlike other retailers.
Big Bazaar strongly believes in tradition and culture of India, thus adopting much of the
elements from the same. Apart from the ‘Temple and God’ this has been shown in the
designations even, the unit manager is known to be the ‘Karta’.
The organization has their set of policies to inculcate a common culture among the staffs. The
staffs are managed well with reasonable packages and allowances. They have their time for
enjoyment and pleasure trips. They even conduct programs among themselves which has the
involvement of every individual irrespective of their designations. The management also
provides an opportunity to the staffs every day, to meet the Karta on any of grievances they
face. This is to ensure the internal issues in the organization among employees.
The organization ensures Equality and Justice for the employees and makes them feel that
they are much concerned and respected. The organization strictly focuses on the grooming of
every staffs so as to create a good reputation. This is being monitored on a regularly basis.
The head officials do give opportunity to employees to make decisions. Apart from these the
management makes sure that employees are not over loaded with the work.
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There is a set of policies and ethics followed in transfer of information from one department
to another as well as to the external players like suppliers that make sure of accuracy helping
to take right actions if necessary. The organization focus on individual honesty and ethics in
their conduct, including ethical handling of actual or apparent conflicts of interest between
personal and professional relationships.
As a part corporate social responsibility the management also protects the company assets
that in turn protect the interests of the stakeholders. This increase company image and value
in them.
The pricing standard also plays a very crucial role in any retailing. Big Bazaar set their
pricing considering various economic aspects apart from the cost of acquiring the products.
They have a specified standard that ensures customer satisfaction more than the profit.
With all its policies and practices, Big Bazaar strictly follows the rules and regulations
prescribed by the government and helps in the economic growth as a whole.
Thus Big Bazaar has got a set of policies and principles that supports ethics, values,
responsibility towards its stakeholders to run the organization smoothly and effectively.
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CHAPTER 6
SPECIAL TASK
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SPECIAL TASK CONDUCTED ON THE FAILURE OF MAHABACHAT AT BIG BAZAAR
Introduction:
In the broadest sense, Big Bazaar is the pioneer of organized retailing in India and has been
successful in creating many new consumption occasions, which offer unbeatable value to the
Indian middle class people. One of such landmark properties is the Mahabachat, which has
been designed to spur consumption both in value and in volume around the Independence
Day holiday. This year the challenge was to instil confidence into the hearts of the customers
when the weakening rupee was dampening consumer spending. Over the years, the effect of
inflation had moved beyond the kitchen to oil prices, fashion, education and entertainment,
leading to an increase in the cost of living. At the same time consumer aspirations were also
on the rise, resulting in an overall state of dissatisfaction. As a solution to the current
consumer angst, they empowered their consumers with a concrete solution of Mahabachat.
The resolve of victory on weakening rupee by participating in Mahabachat was brought alive
through the optimistic call to action- “mehengai par halla Bol”. With the prices of everything
going up, what you get for your money today is lesser. The monthly budgets are getting
tighter; your shopping bags are getting lighter. But these 6 days of Mahabachat in Big Bazaar
from 10th to 15th August, will be an opportunity for the customers to maximize the power of
their money by filling their shopping carts with great products at unbeatable prices, i.e. from
electronics to household items, food & grocery items to fashion apparel, kitchenware to home
décor, Big Bazaar’s Mahabachat will help customers to reap maximum saving with
unbelievable offers and discounts.
Therefore, all in all Mahabachat is a testimony to the companies’ belief in providing
maximum savings and value to the customers. The major concern among the people is the
weakening of the Indian rupee which directly affects the prices of regularly purchased
products and monthly budget of every household. So this year’s Mahabachat is about
maximizing the power of your rupee and giving customers much more within their budget.
The idea is to help our customers to shop and stock in bulk during big sale days like
Mahabachat.
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TOPIC/STATEMENT OF THE PROBLEM:
Study on the Effectiveness of the Mahabachat Scheme to increase the sales.
Objectives:
Effectiveness of the Mahabachat Scheme.
To familiarize with the large retailing business organizations.
To understand the practicalities of organising & launching an event like Mahabachat.
METHODOLOGIES:
The modus operandi included constant interaction with the manager and staffs. The study
includes the survey with the aid of questionnaire, taking the customers as the respondents.
The secondary data were collected from the company’s website, official booklets, magazines
etc.
SOURCE OF DATA:
Primary data was the only source used to complete this project. So, all the data are collected
with help of primary sources only.
PRIMARY DATA
Primary data are those data collected by the investigator directly from the respondents.
Primary data for this study was collected directly from managers and staffs by means of
questionnaire and discussions and direct observations. Secondly the sampling technique
(Simple Random Sampling) was also applied.
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1. Who are my customers?
AGE GROUP
25-35 20-25 35-45 45-55 55+0
5
10
15
20
25
Series1Series2
AGE GROUP
RESPONDENT
PERCENTAGE
25-35 20 29%20-25 19 27%35-45 18 26%45-55 11 16%55+ 2 3%Total 70 100%
Inference-The chart above shows that majority of the customers i.e. 75% belong to
the age group of 25-45 and they are the actual customers of big bazaar who visits
frequently and make the purchases.
2. How far do you stay from the store?
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3-6kms 0-3kms 6-10kms 10-15kms 15+kms0
5
10
15
20
25
30
Series1Series2
3-6kms 28 40%0-3kms 26 37%6-10kms 10 14%10-15kms 5 7%15+kms 1 1%Total 70 100%
Inference-In the above chart, it shows that there are about 80% of people i.e. majority
of the customers are staying within the radius of 0-6kms from Big Bazaar hence, it’s
understood that it’s easier for them to come and shop at Big Bazaar.
3. Frequency of visiting the store?
Wednesday Weekends Once a month twice a month Rarely0
5
10
15
20
25
30
35
Series1Series2
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Wednesday 32 46%Weekends 29 41%Once a month 6 9%twice a month 1 1%Rarely 2 3%Total 70 100%
Inference-Here, the chart shows that near about 90% of people make sure that they
visit the store on Wednesday as there is a special offer on every Wednesday i.e. “hafte
ka sabse sasta din” which attracts most of the people so, they try to visit mainly on
these days but there are also people who makes visits on weekends as there are offers
on weekends also which makes them to visit on weekends and moreover its week off
for the people who are working so, that itself proves it.
4. How did you come to know about mahabachat?
Newspaper Word of Mouth
TV radio Others0
5
10
15
20
25
30
35
Series1Series2
Newspaper 31 44%Word of Mouth 23 33%TV 7 10%radio 7 10%Others 2 3%Total 70 100%
Inference-This chart shows that most of the people i.e. 80% of people came to know
about the mahabachat offer from the newspaper as well as from word of mouth as
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they used to read the newspapers regularly so this made them to know about the
mahabachat offer.
5. Are you satisfied with the offers and discounts on products?
1 20
10
20
30
40
50
60
Not SatisfiedSatisfied
Not Satisfied 49 70%
Satisfied 21 30%Total 70 100%
Inference-The data shows that majority of the customers i.e. 70% of people were
dissatisfied with the offers and discounts on products the reason given was they were
not happy with store arrangement particularly the apparel section and staples which
was very congested and people were feeling claustrophobic as there were no space to
walk even. And the most important the offers didn’t feel much satisfying according to
them most of the offers focused to family and didn’t paid any attention to the single
living people who were searching for some good offers buy get any. The cash
counters were not managed properly and which caused lot of confusions. The queue at
the counter was also a sign of dissatisfaction.
6. Do you find a better purchase offers on any other stores?
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1 20
5
10
15
20
25
30
35
40
45
50
YesNo
Yes 44 63%
No 26 37%Total 70 100%
Inference-The above table shows that nearly 63% of people said yes and found better
offers on other stores like brand factory and reliance and even online also had better
purchase offers so, this was the statement given by the respondents on being asked for
the reason going for other options.
7. Which section did you spend most of your time while shopping?
F&V Staples Fashion Electronics Others0
5
10
15
20
25
30
35
Series1Series2
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F&V 32 46%
Staples 18 26%Fashion 15 21%
Electronics 3 4%
Others 2 3%
Total 70 100%
Inference-The above chart shows that about 90% of people visited the (fruits and
vegetables) F&V section while shopping, the reason given was most of the people
said like F&V is the most essential among the others and its needed everyday so, that
makes them to visit and buy more than others and the prices of F&V are also quite
good compared to other stores.
8. The monsoon disrupts the shopping decision.
Agree Strongly Agree Disagree Strongly Disagree
0
5
10
15
20
25
30
35
Series1Series2
Agree 29 41%Strongly Agree 21 30%
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Disagree 13 19%Strongly Disagree 7 10%Total 70 100%
Inference-The above table depicts that near about 70% of people agrees to the fact
that they didn’t visited the store because of the monsoon as it was difficult for them to
get out at the time of rain so, most of the people decided to stay back at home and
dropped their plan to shop.
9. It was easy to reach the products-arrangements in the shelf.
Disagree Agree Strongly Disagree
Strongly Agree0
5
10
15
20
25
30
35
Series1Series2
Disagree 30 43%
Agree 21 30%Strongly Disagree 12 17%Strongly Agree 7 10%Total 70 100%
Inference- The chart above shows that majority i.e. 43% of people disagrees to the
question that the products were easy to reach as the people found it difficult in
reaching the products that they wanted and moreover, it was messy and congested so,
there was not much space to walk.
10. Was the salesperson helpful in conveying the details of the products?
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Strongly Disagree
Disagree Agree Strongly Agree
0
5
10
15
20
25
30
35
Series1Series2
Strongly Disagree 29 41%Disagree 28 40%Agree 11 16%Strongly Agree 2 3%Total 70 100%
Inference-The above chart shows that nearly 41% of people strongly disagrees to the
fact that the salesperson was helpful in conveying the product details to them as the
salesperson was not having much of the product knowledge and was finding difficult
to convey it to the customers and also the communication skill was also not good
while talking to the customers which the customers think has to be improved.
11. Prices were less compared to other stores?
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Disagree Strongly Disagree
Agree Strongly Agree0
5
10
15
20
25
30
Series1Series2
Disagree 26 37%
Strongly Disagree 21 30%Agree 14 20%
Strongly Agree 9 13%
Total 70 100%
Inference-The table above shows that most of the people i.e. 70% of people disagrees
to the question that the prices were less compared to other stores as many better deals
were there in other stores like reliance, brand factory and even online.
12. Were you satisfied with the choice/brands available for the following?
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De-part-
ments
F&V Apparels Home Fashion
Staples PUC Furniture0
10
20
30
40
50
60
70
80
Series1Series2Series3Series4
Departments Yes No Total F&V 48 22 70 Apparels 12 58 70 Home Fashion 17 53 70 Staples 42 28 70 PUC 33 37 70 Furniture 15 55 70 Electronics 17 53 70
Inference-In the above shown chart most of the people spend time in shopping the F&V section and i.e near about 48 of respondents and were satisfied while 58 people didn’t even visited the apparel section which also supported by 53 people who didn’t spend any time in the home fashion section. But, on the other hand, in staples section quite a number of people visited and made purchases while in the PUC section it was dicey as the people visited and also not visited but never the less some bought some didn’t make any purchase. On the flipside, the furniture section was in a deserted look as nobody even thought of visiting the furniture section because of lack of new designs so, many people i.e. near about 55 repondents were dissatisfied with the choice/brands available and for the electronics section it was understood that without new models and brands no person is going to come as people are more of tech savvy these days so, people more of dissatisfied with the choice and brands available in the stores.
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CHAPTER 7
FINDINGS, CONCLUSIONS, AND SUGGESTIONS
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FINDINGS
ORGANISATIONAL STUDY
Big Bazaar is a place which provides good shopping experience to the customers that make
them a good retail image but on the contrary, there are some shortcomings that pull down the
company which has been founded and they are as under:
OPERATION DEPARTMENT
1. The store is located at the heart of the city making it easier for the customers to come
and make the purchase.
2. Big bazaar has a very strong logistics department where the products are brought very
carefully and they are verified twice and thrice and then it is sent to the respective
stores.
3. The inventories are not managed properly by the employees working there rather
they are handled very roughly which causes damage to the products which causes lot
of losses to the company and are considered as shrinkage.
4. The merchandising of the products are done properly and seems to be effective as
customers are happy with the products arranged though at times rearrangement causes
lot of disturbance to the customers.
5. Availability of brands is very less compared to the other store which pulls down the
sales of the customers.
6. Home delivery services in Big Bazaar seem to have failed to reach the mass people.
7. Queue at the cash counter is another issue that creates a mess and wastes time.
HUMAN RESOURCE DEPARTMENT
1. The employees are paid very low compared to the other stores which is also a reason
for the employees for not doing the work efficiently and effectively as it seems that
the employees are not satisfied with the salaries that they are paid.
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2. For a healthy functioning of any organisation it is very much necessary for companies
to motivate their employees whenever needed which was not to be seen and which is
also one reason for the downfall of big bazaar.
3. The rules and regulations are not followed by the employees when it comes to timings
and the code of conduct as they were more seen doing the things they shouldn’t be
doing particularly the dress code, language, and the behaviour.
4. The grievances were not heard properly by the HR department and moreover they
were dealt roughly.
MARKETING DEPARTMENT
1. Apart from weekends, Wednesday has the significance in pulling the customers and in
increasing the sales, Wednesday being declared as “sabse sastha din”.
2. Over 60% of Wednesday sales come from the F&V (Fruits & Vegetables) section and
also some is contributed by the Food Bazaar.
3. The salesperson is found to be less productive; they lack the product knowledge and
communication skills that affect the sales badly.
4. The music and the announcement made does not suit the store environment in fact
disappoints the customers.
5. Big Bazaar focus on merchandising greatly especially on public holidays that attract
the customers.
CULTURE & VALUES
1. Big Bazaar strongly believes in tradition and culture of India, thus adopting much of
the elements from the same. Apart from the ‘Temple and God’ this has been shown in
the designations even, the unit manager is known to be the ‘Kartha’.
2. The organization has their set of policies to inculcate a common culture among the
staffs. The staffs are managed well with reasonable packages and allowances. They
have their time for enjoyment and pleasure trips. They even conduct programs among
themselves which has the involvement of every individual irrespective of their
designations. The management also provides an opportunity to the staffs every day, to
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meet the Kartha on any of grievances they face. This is to ensure the internal issues in
the organization among employees.
3. The organization ensures Equality and Justice for the employees and makes them feel
that they are much concerned and respected.
4. Products are stored and made available based on the community outside.
5. During the festival seasons, the offers are promoted according to the culture and
community around to attract most of the customers.
CORPORATE SOCIAL RESPONSIBILITY
1. Big Bazaar tries to ensure customer satisfaction on every transaction of products
considering the ethical aspects of pricing, quality etc.
2. CSR activities like conducting exhibitions promotes students at the school level to come
up with creative ideas
3.
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FINDINGS
SPECIAL TASK
1. Majority of the customers are youngsters and they are the actual customers of Big Bazaar
Thus, proving that youth are the main target customers who visits frequently.
2. From the study, it was found that most of the customers stay within the radius of 3- 6kms
and were keener to come and shop at big bazaar as it’s nearby to their place of residence.
3. The research made it clear that most of the customers make sure that they visit on
Wednesdays and weekends as there are many offers on Wednesdays and weekends which
attracts many customers.
4. It was also found that the offers particularly the mahabachat offers are reaching to the
customers whatever be the sources be it the newspapers, hoardings, TV, or be it the word
of mouth.
5. The study also gave light to the fact that 70% of people were dissatisfied with the offers
and discounts on products, reason being the mismanagement inside the store particularly
at the cash counter and the product arrangements. There were sections particularly the
staples where the offers limited to family purchases. Lack of sales person at service. Lack
of sizes on men’s apparels etc.
6. It was also found that most of the customers had better purchase options on other stores
like at reliance, brand factory, and online.
7. From the study, it was clear that customers mostly visited the F&V (Fruit & Vegetable)
section because of the necessity and the prices which were also good.
8. The research also made it clear that monsoon was one of the main factors which pulled
down the sales volume of big bazaar during the mahabachat offer period as the monsoon
took a toll on the customers but nevertheless some people somehow managed to make the
visit at big bazaar.
9. The research also made it clear that the products were not reachable to the customers as it
was messy and congested and had stains and dust on them.
10. It was found that most of the customers were dissatisfied with the salesperson in
conveying the details of the products.
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11. The study also cleared the air about the prices which were said to be much lesser
compared to other stores which is not true as other stores had better deals for instance,
like brand factory, reliance and even the online stores etc.
12. From the study, it was found that most of the customers had inclination towards the
F&V(Fruit &Vegetable) and Staples section compared to other sections as they did better
sales than other section though other sections contributed to some extent but at the end of
the day F&V and Staples managed to get some figures to big bazaar.
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CONCLUSION
ORGANISATIONAL STUDY
After my study at big bazaar I have come to the conclusion that big bazaar is known for its
great sales and offers that attracts most of the customers of big bazaar. And this attractive sale
generates figures for the big bazaar but the only problem is these sales or the offers are
mostly family centric rather single living. And considering the fact that there are a lot middle
class families in India, Big bazaar has a huge impact on the middle class section of India, the
prices, quality and sales strategy has helped in getting the middle income groups getting
attracted towards Big Bazaar.
The location of Big Bazaar has been mainly in the heart of the city which automatically
increases the sales of the store. The prices of the products are also competitive to some extent
which is also an attraction for the customers. Providing quality at low prices and having
different types of products for different income groups is also another advantage to the store.
Though Big Bazaar had wide variety of offers on products with different prices and different
qualities but the study suggests that 70% of people are dissatisfied with those offers as they
were mostly family centric and didn’t concentrated on single living and prices were not much
attractive which pulled down the sales volume particularly on mahabachat.
Big Bazaar is not known for high class service. The staffs recruited is not very well trained
and the billing queues take a long time to move, this irritates customers which makes them
visit the store more seldom. As mentioned above, the main customers are middle income and
a few high income groups, the elite do not like to shop at Big Bazaar as the quality of goods
is lower and they would prefer a higher price and get a better brand, this decreases sales from
the elite class. The store layout and the assortment of goods is not the best at Big Bazaar, as
the quantity of goods sold is more, the arrangement and assortment of goods in the store is
the greatest. Hence, at times customers find it hard to find what they require; this leads to
dissatisfaction of customers.
Therefore, all in all big bazaar has to work on all the departments and aspects to get
through the downfall that it has been going through all along.
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CONCLUSION
SPECIAL TASK
The study on “The Effectiveness of the Mahabachat Scheme” was conducted in the Big
Bazaar, Malleshwaram, Bangalore taking a sample of 70 customer’s feedback. The study
could analyze the customer response to the effectiveness of Mahabachat Scheme. The
research could find the techniques, policies and measures adopted by the company to ensure
that the Mahabachat is not a failure. The study has also analyzed the response and satisfaction
that the customers have throughout their shopping. The research helped to know the
preparation and implementation of planogram over the floors, especially at the time of
festival days, that let the sales go up.
The Mahabachat Scheme was not effective due to frequent Re-arrangement of products
which disturbs the customers and makes them difficult to shop thereby proving non-efficient
use of the floor space. Here, the products are not accessible to the customer which makes
them difficult to reach their choice of brands and products and more over the place is more
like congested which make it difficult for the customers to walk through the store. The open
space in the floor creates a comfortable and pleasant shopping experience for the customers
though this space could be used for making new cash counters to reduce the queue and
confusions.
Thus, the research study over the topic helped to explore the knowledge on the retailing
business that keenly focuses to pull customer’s eyes towards their products.
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SUGGESTIONS
ORGANISATIONAL STUDY
1. Advertising is the basic and most prominent tool to increase the awareness of the
product. So, Big Bazaar should use this tool to increase their share in the market.
2. Retail business is successful only when they have a good customer services. Customer
loyalty can only be gain by providing good or satisfied services to the customers.
3. Sometimes customers take on the spot decision of buying different products because
of the various attractive products displays. So, pretty combination with good services
should be done to retain customers.
4. Quality plays a major role because customers want a quality product and that’s also
the one of the reason for most of the customers sticking to particular brand.
5. Sales person has to be trained and educated well to deal with the customers and clear
their confusions thereby persuading them to make the purchase.
6. More variety and brands have to be introduced in different sections to attract more
and more customers as customer taste and preferences changes day by day.
7. More cash counters to be introduced so that the queue and crowd at the front could be
reduced thereby minimizing the chaos and confusions occurred.
8. Discount offer days like Mahabachat have to be organized considering the season,
Monsoon being a lazy period for people to come out and shop.
9. Maintenance department has to make sure the products on shelves are dust/stain free.
10. The discounts and offers over the products must not be family centric alone, instead
should focus on single living.
11. Frequent rearrangement of products on the floors disturbs the regular visitors and thus
has to be taken care of.
12. This is an age where people look for the product to reach them on their need and not
vice versa. Thus the Home delivery service offered by Big Bazaar has to reach in
every people around.
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SUGGESTIONS
SPECIAL TASK
1. As the customers are considered to be the king therefore, it must be noted that more
and more new customers must be brought in to increase the sales rather focusing on
one particular age group.
2. Advertising is the basic and most prominent tool to increase the awareness of the
product. Thus, Big Bazaar must use this tool to bring in more new customers from
other parts of Bangalore.
3. The offers has to be focused more on single persons rather than being family centric
offers.
4. The offers are reaching to the customers but there are certain benefits like the home
delivery system which is not known to many of the customers so, this has to
strengthened.
5. More cash counters to be introduced so that the queue and crowd at the front could be
reduced thereby minimizing the chaos and confusions occurred.
6. Better purchase offers have to be introduced to compete with the competitors like
brand factory, reliance and online sites to attract more new customers.
7. Like the F&V section the customers must be persuaded to spend more time in other
section as well like electronics, PUC, Fashion etc.
8. Discount offer days like Mahabachat have to be organized considering the season,
like monsoon being a lazy period for people to come out and shop.
9. The products has to be arranged properly in the shelves and must be accessible to the
customers so that it could reach maximum number of customers and also these
products has to be kept dust and stain free.
10. The sales persons must be educated about grooming and on how to carry themselves
at the store as well to be courteous towards each other rather being involved in any
kind of verbal fights which is quiet common at the store.
11. The prices of the products have to be much more competitive compared to other
stores to be in the market.
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BIBLIOGRAPHY
BOOKS REFERRED-
Retailing Management, Barton Weitz
WEBSITES REFERRED-
www.futurebazaar.com www.futuregroup.in www.wikipedia.com
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ANNEXURE
These are few questions that would not take more than 5 minutes of your time. I hope the
response would be honest and unbiased.
Tick whichever option you find appropriate
1. Who are my customers?#Age group-a) 20-25b) 25-30c) 30-35d) 35-45e) 45-55f) 55+
2. How far do you stay from the store?a) 0-3kmsb) 3-6kmsc) 6-10kmsd) 10-15kmse) 15+ kms
3. Frequency of visiting store?a) Wednesdayb) Weekendsc) Once a monthd) Twice a monthe) Rarely
4. How did you come to know about Mahabachat?a) Newspaperb) TVc) Mouth to Mouthd) Radioe) others
5. Are you satisfied with the offers and discounts on products?a) Satisfiedb) Not satisfied
6. Do you find a better purchase offers in any other stores?a) Yesb) No
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7. Which section did you spend most of your time while shopping?a) Fashion b) F&Vc) Staplesd) Electronicse) others
8. The monsoon disrupts your shopping decision.a) Strongly agreeb) Agreec) Disagreed) Strongly disagree
9. It was easy to reach the products- arrangements in the shelf.a) Strongly agreeb) Agreec) Disagreed) Strongly disagree
10. Was the salesperson helpful in conveying the details of the products?a) Strongly agreeb) Agreec) Disagreed) Strongly disagree
11. Prices were less compared to other stores.a) Strongly agreeb) Agreec) Disagreed) Strongly disagree
12. Were you satisfied with the choice/brands available for the following?
Feedback about the mahabachat “Big Day” (10-15th august)?
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Departments Yes NoF&VApparelsHome FashionStaplesPUCFurnitureElectronics
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