Project Work On

Marketing Strategy of Bhatbhateni Super Market

Submitted to: Submitted by:

Mr. Suman Poudel Anupam Bandhu Poudel

Course Instructor MBA 4 th Trimester

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 Table of contents

Particulars Page Number

Chapter 1: Introduction 3
Statement of problem 4
Objectives 4
Research Method 4
Research Design 4
Population Sample 5
Limitations 5
Marketing Mix 6-7
Conclusion 7
Reference 7

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 Chapter 1: Introduction

Bhat-Bhateni Super Market was established in 1984 by Mr. Min Bahadur Gurung, the
company’s Owner and Chairman, as a ‘single shutter’ 120 sq. ft. cold store. Since then, Mr.
Gurung, who gave up a lucrative career in banking to dedicate himself to the store, has overseen
the company as it has grown from its humble beginnings to becoming a household name in the
country. Today, Bhat-Bhateni has a combined 1,000,000 sq. ft. sales area across its 15 locations
and employs 4,500 full-time employees 95 percent of who are women. With daily sales
exceeding NRs. 5.5 Crore (USD 550,000.00), Bhat-Bhateni is also the largest taxpayer in the
retail sector in Nepal.

Today, Bhat-Bhateni is Nepal’s leading supermarket and departmental store chain, spread out in
Kathmandu the capital city and economic hub and in all major cities around the country. Bhat-
Bhatenis one of Nepal’s most trusted brands and sees a daily footfall of over 100,000 patrons.

As Nepal’s largest retail chain, Bhat-Bhateni offers a range of 150,000 products from 1,000 local
and international suppliers. Ranging from groceries and fresh produce; cosmetics and toiletries; a
broad range of international liquor; to an extensive choice of kitchenware, clothing, sporting
goods, toys and electronics, Bhat-Bhateni is committed to providing products of the highest
quality, for the best prices.

Marketing mix and strategy has been a major concern for every organization these days.
Researcher also seems to be interested in this particular topic. BBSM is one of the leading retail
store and it focus on the gaining numbers of customer. The main goal of this organization is to
minimize cost and maximize profit along with considering the customer satisfaction. Profit
maximization can be done through increase in sales with lesser costs. Inflow of customer with
conduction different marketing schemes and satisfying them is the important aspect of the
business on which business organization must focus to maintain public relations as well as to
attain long term profit and to maintain customer loyalty

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Statement of the problem

This study is directed to resolve the following issues:

 What is the most sold item?

 What are the variation in customer among age group, gender and occupation?

Objectives

The main purpose of conducting this research was to analyze the sales pattern of the BBSM. The
other specific reason for the study includes following:

 To examine reasons for choosing BBSM.

 To evaluate the purchasing behavior of people on price charged, service delivered and product
variety offered by BBSM.

 To assess variation in customer among age group, gender and occupation.

 To investigate different marketing mix strategy of BBSM, Bharatpur,

Research Methods

The primary data collection method was used which were collected through the questionnaire
distribution. Qualitative research analysis method has been used here. It consists of various types
of questions like single response questions, Likert scale questions. This research study was
conducted to know the customer buying pattern of Bhatbhateni Super Market. The study was
focused on how Customer of different gender, profession and age group are affected by different
factor like price, quality, service, delivered products available etc.

Research Design

In this study survey as well as descriptive research design has been used. The study has been
focusing on describing the phenomena of the customer buying behavior from Bhatbhateni super
market based upon relevant data.

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Population and Sample

The populations for this study are those customers who had visited BBSM once for buying. The
sampling units were of both genders i.e. male and female. The sample respondents represent the
youth of the college going students, people from business units, housewives and people who are
working on job. This study had taken the sample size of 50, which has been represented by the
respondents from various occupations, gender and age group. This study had used non
probability sampling technique. Under this sampling technique, convenience sampling method
will be used. Convenience sampling involves select ample members who can provide required
information and who are more available to participate in the study.

Limitation of the Study

Following are the limitations of the study:

 The research was conducted with the few samples within Bharatpur so it cannot be generalized
in other supermarket.

 The study was conducted only for specific period of time so it may not be applicable for repeat
result.

 This study was based on primary data taken from questionnaire method.

Findings

From the questionnaire and interview method with manager I found that there is high flow of
female consumer than that of male consumer. People of different age group seem to visit the
store in regular basis. Talking about age group students ageing 15-25 years have high number of
inflow. The manager also told that the best-selling item tend to change each month as every
month they introduce new schemes and marketing strategy to increase their sales. Basically daily
consumable goods like Shampoo, Soaps, Kitchen foods, etc. are the most sold item. The traffic
of consumer is high during weekends and on weekdays the traffic is high after 4 P.M. I also
found that when there is sale or when the store offer discounts and different schemes, the flow of
consumer seems to increase than normal days. After groceries there is high traffic of consumer
on the wearable goods.

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Following is the marketing mix of BBSM

Product

APPARELS FOOD HOME & PERSONAL CARE

• Denims & T-Shirts • Ready to eat • Shampoos

• Fabric & Cut piece • Ready to cook • Soaps

• Formal Wear • International Food • Liquid wash

• Casual Wear • Spices • Creams

• Party Wear • Tea & Coffee • Deodorants

• Ethnic Wear • Home cleaners

• Accessories • Utensils

• Under Garments

• Night Wear

• Dress Materials

• Sarees

Pricing:

Value pricing

• Promotional pricing

-Psychological discounting and Special event pricing

• Differentiated Pricing

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Place:

Located on the heart of city which is easily accessible and approachable. There is enough
parking facility without disturbance to the traffic.

Promotion

Below the Line Promotion:

• Coupon, discount, more of the product at normal price, gift with purchase, competition, and
prizes, money back offer, exchange offer, special occasion, Club Card, interactive games to win
products.

Above the line Promotion

• Giving advertise in newspaper, TV. Digital marketing

Conclusion:

BBSM is one of those Super Markets which has been able to live up the expectations of its
customers by providing quality goods and services. Customers have perceived BBSM as one of
the convenient Super Market available in town. Customers seems to be nearly satisfied with the
wide variety of product being offered, price and quality of those product, allocations of those
product in their respective place and many other services provided by BBSM

REFERENCES

1. https://thehimalayantimes.com/opinion/thats-shopping-style/

2. Martin. (2014). Understanding the Marketing Mix Concept