5 Day Visit- BIG BAZAAR

Phoenix Mall, Lower Parel

1st May - 5th May 20 11.30AM - 7.00PM

Insights Gathered
The 5 days were dedicated to Public Holiday Sale TaglineBy the Public, For the Public Presented Exciting offers, Megadeals and Discounts on products and categories which public demanded

Insights
Positioned asOne-stop shopping convenience and delighting the customers with best deals and discounts

Target SegmentMostly service sector middle class which constitutes 55% of Indias population.

Insights Gathered
Marketing Mix
Merchandise
-Main objective of the store layout is to maximize the interface between customers and merchandise -Layout of the store has been strategically designed in order to make effective use of merchandise and passage to draw customers attention on stores offerings

Insights Gathered
-They have both Branded and Non Branded products:-

FMCG-health drinks, shampoos, lotions, soaps, noodles, etc Apparels-jeans, kurta , shirts, t- shirts, etc Farm products-wheat, rice, oil etc Dairy products- curd, milk etc

Insights Gathered
Price
a) Psychological pricing- example-3 slice bottles for Rs 99, 2 Blued drink for Rs 49 b)Bundling-selling combo packs and offering discounts, example-1 packet and a sipper free with Lipton Iced tea worth Rs105.

Insights Gathered
Design Strategy
When the shop looks neat and empty, the masses never walk into it. There has to be what is called the button brush effect, and an organized chaos. As Indians, we like bumping into people, chatting, gossiping and eating while we shop!

Insights Gathered
In-store Design and Interiors
- The ultimate objective of efficient store design is to increase sales and profit of the
store. Directly or indirectly the elements have some impact on the buying behaviour of the customers. Visual merchandising is considered to create an interest in the customers and create a favourable image of the store in the mind of the customers Artificial fruits were displayed which attract a customer

Insights Gathered
Design Strategy

- The fruit section was very well displayed with a small board containing
benefits a person will have if he/she consumes that particular fruit. - Thatched hut type of structure above the granary area which gives a feel of village and freshly bought grains - Attractive banners and signage all around the place displaying offers and schemes - Name of the areas like Golden Harvest-gives a royal and rich feeling to the grains

Insights Gathered
Store Layout - Consists of layout of long rows of parallel fixtures, with no aisles because
aisles can be boring. They restrict space. -Here, multiple cluster or mini-bazaars are created within the store. -Basically designed as an agglomeration of bazaars with different sections selling different categories. Benefits: It uses space efficiently. It provides easy sitting of merchandise and linking of the product throughout the store. It allows more customers in the store at any time. Allows staff of the store to work easily alongside the customers without disturbing them. Provide self-service atmosphere

Insights Gathered
Promotion
Various channels used for promotion TV Tie up with the Local newspaper vendors like Times of India, Bombay Times, Gurjar Samachar (Gujrati),Business Standard etc to distribute the pamphlets Radio

Insights Gathered
Personnel Selling
It was found out that a sales man wearing formal clothes with a tie is normally intimidating to a customer. Especially a customer who might not be as educated or sophisticated as the sales man. In an attempt to not make their varied customers feel inferior , the sales force wear yellow t-shirts and yellow being a friendly colour it makes it easier for the customers to strike a conversation and seek help.

Insights Gathered
Loyalty Program-Payback card
PAYBACK is Indias largest and one of Europes most successful multipartner loyalty programs. With PAYBACK, customers can shop, save and get rewarded. This program enables consumers to collect millions of points across online and offline partners with just a single card. Customers can accumulate points across Future Group formats , thereby making shopping rewarding.

Insights Gathered
Loyalty Program-T24 Network
T24 network is a GSM network launched by the Future Group in collaboration with the Tata Teleservices Ltd. With Tata, they are offering the GSM services and have their own plans but the network being used is the Tata network. The catch with this network is the free talktime being given with the shopping you do at the various branches of the Future bazaar group, i.e. the Pantaloons, Big Bazaar, Brand Factory etc.

Insights Gathered
Big Bazaar Profit Club
Under the scheme, a customer has to pay Rs 10,000 to become a member and can shop for Rs 1,000 a month for 12 months, thus getting two months of shopping free. The logic of the scheme is that is will ensure that customers come in at least 12 times a year. Once the customer is in the store they are likely to buy in excess of Rs 1,000/- therefore the scheme is expected to pay for itself

Insights Gathered
Big Bazaar Profit Club
Customers were lured with giving free gift hampers during the PHS period if they buy the scheme. Games were played everyday related to BBPC and gifts were given to the winners thereby attracting customers to the BBPC kiosk and hence try to convince them to buy the scheme

Insights Gathered from Customer behaviour

COMPANY
P&G Reckitt Benckiser Dabur

PRICE(Rs)
220 115

OFFER
+ 1Lizol free

CHOICE
Rare

Odonil

105

Less

Aer
Glade

Godrej
SC Johnson

120
100

Rare
Rare

 In case of Fruit Jams,

Insights Gathered from Customer behaviour

Mapro

Mapro (Panchgani)

160 (1kg)

Rs 51 off

Less

Mums
Tasty Treat Kitchens of India Dana Malas Meal Time

Amrapali Pvt. Ltd

105 (1.5kg)
144 (600gm) 80 (320gm) 220(320gm) 100(500gm)

Buy 1 get 1 free

Fruitland India 130(1kg) Pvt Ltd.

Insights Gathered from Customer behaviour

Camay

Turkey company

175
175

Buy 1 get 2 free

Ricardo Cardin England company

In case of Health Drinks,

Insights Gathered from Customer behaviour

Horlicks Complan Protinex

Glaxosmithkline 334 Heinz Nutricia International 416 373

Rs 15 off Rs 35 off -

Very less Less Rare

Conclusion- A large number of customers look for best offer they could
get with the items in FMCG category .Rarely they care about the brand name much in these items.

Some complaints by the Customers during PHS Toilets are not properly cleaned so they stink.
The offer displayed in the Brochure is not available in the store Example-Luggage offer was displayed but no luggage section was there in the store. The payback point machine though present , is not user friendly. -the machine is slow and people get confused and dont know how to check their payback points Less attendants around the Offer area. -people get confused sometimes as to what offer is available for which product. Not satisfied with the area where trolley is placed. -they have to go deep down some 2 ramps to take a trolley and then do shopping! -An old person already gets tired bringing the trolley, leave about shoppingas said by an Old lady Not having a fair idea about stocks during offer period, thereby resulting in stock depletion which results in decline in sale Example- Slice was not available for 2 full days after its stock was over resulting in sales decline for 2 days

Conclusion
Product browsing makes customers aware of offerings of store and various promotional schemes. Big Bazaar should arrange layout of the store in a way to provide maximum convenience to customers, this may create positive impact on the sales of the store. I saw that there is a strong relationship between visual merchandising and impulse buying of the shoppers. So visual merchandising is a significant tool for every retailer. Therefore Big Bazaar should always concentrate on efficient visual merchandising. This may lead them to unplanned purchase, which will increase the sales as well as profit of the store. Behaviour of the employee can influence the purchase decision of the customer. Big Bazaar should develop effective training and development programs for employees so that they can continue to work on maintaining good customer relationships.

Managers Feedback
It was a nice experience working with Sonia and training her. She has worked very hard and learned the concepts of Retail sincerely. She has a nice grasping power and has good learning and performance skills. She just has to improve her marketing skills and show confidence while interacting with customers. Best of luck for her future endeavors Mohita Bajaj Marketing Manager Big Bazaar, Lower Parel

THANK YOU
Sonia Jaiswal