BB Project Report 1234

8/8/2019 BB Project Report 1234

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FUTUREGROUP

2010

New media developmentfor fashion@big bazaar

online space

Summer internship Project

Training supervisor Ruchika Srivastava

[ Future Group, Ascot Centre, Ground Floor, Next to Hotel Le Meredian, Sahar Road, Andheri, Mumbai -400099]

Submitted by:-

Ayush jhawar

Roll No. : 010

PGDM Retail Management (2009 - 11), Trimester - III

Welingkar Institute of ManagementDevelopment & Research


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New media activities for fashion@big bazaar - online space

2 Welingkar institute of management development and research

New media development for fashion@big bazaar online space

ACKNOWLEDGMENT

I hereby take the opportunity to express my profound sense of gratitude and reverence to all

those who have helped and encouraged me towards the successful completion of the project.

I would like to thank my Project Guide Ruchika srivastav who provided me the opportunity to

complete the project under his guidance.

I would like to thank all the Faculty Members of welingkar institute of management studies for

guiding me and supporting me in the completion of this project from time to time.

Last but not the least my greatest gratitude to the Almighty and my parents without their

support this dream would have remained a dream.

AYUSH JHAWAR


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Executive summary

I have undertaken my summer internship with marketing department of Pantaloon Retail India

Ltd. (Big Bazaar) Mumbai a unit of future group.

As marketing is a vast area to cover in the internship period , I have concentrated on the socialnetworks on internet for eg. Facebook , twitter etc.

Firstly I spend some time on floor and see the customer buying behaviour, customer preference,

customer need etc.,the visualisation part done by the V.M. and floor team arrangement of the

material on the floor to attract the customers.

In current business scenario , internet is playing the very big roll in the marketing of the

company . second part of my job was to prepare a plan / develop ideas to attract the people on

the facebook to join the group out there. For this part my job i have design some contest for the

fashion@bigbazaar with the help of my mentors .

The third part of my project is to co-ordinate in running the contest on the groups created on the

facebook by the company , with the help of the agency . and keeping the track of the event which

is running on the facebook about the fans & there reviews out there in facebook. And also to

keep track on the competitors , what they are doing on the facebook . And also visiting different

forums to understand the facebook users mindset (to find out what are their interest , what type

of games they play. Etc) it helps in generating new ideas for the contest on the facebook page

through which more fans can be attracted towards the fan page.


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INDEX

Sno. Content Page no.

1 Introduction 5

1.1 Industrial overview 6

1.2 Company profile 12

2 Introduction on internet marketing 18

2.1 Objective of internet marketing 23

3 Methodology of generating new ideas 24

4 Activities on facebook 32

5 Learning 36

Bibliography 38


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CHAPTER 1

INTRODUCTION


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Introduction

1.1 OVERVIEW OF THE RETAIL INDUSTRY

Retailing is the distribution channel function where on organisation buys products from

supplying firms and manufacture the product themselves and then sell these directly to

consumers. Retailer is also reseller-obtain the product from one party in order to sell to other.

The term "Retailing" refers to any activity that involves a sale to an individual customer. In

India, the unorganized retailing sector comprises of 95% while that of organized sector just 5%

that is mainly in major metropolitan and urban areas. Indian retailing traditionally dominated by

a small family run "Kirana" store. Retailing in India is the second largest untapped market after

China. Professional management and strong customer focus characterize organized retailing.

Concept-To woo the customer to the store retailers are providing a wide range of product,

Quality, and value for money, apart from creating a memorable shopping experience. Organized

retailing has made a considerable headway in product like food & groceries, clothing books, and

music.

Five things for the retailer-

1. Customer satisfaction2. Ability to acquire right product3. Product presentation4. Traffic building5. Keeping pace with technology


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The leading Indian retail player are-

1. Westside (Tata)

2. Pantaloon

3. Big Bazaar

4. food bazaar(PRIL)

5. Food world(RPG)

6. Shopper's stop(Raheja Group)

7. Reliance fresh

8. Vishal mega mart

9. Life style

10. Ebony

11. Hyper city

12. Honey well

13. Subhiksha

Different format of retail-

1. Mom-and-pop stores: These are generally family-owned businesses catering to smallsections of society. They are small, individually run and handled retail outlets.

2. Category killers: Small specialty stores have expanded to offer a range of categories.They have widened their vision in terms of the number of categories. They are called

category killers as they specialize in their fields, such as electronics (Best Buy) and

sporting goods (Sport Authority).

3. Department stores: These are the general merchandise retailers offering various kinds ofquality products and services. These do not offer full service category products and some

carry a selective product line. K Raheja's Shoppers Stop is a good example of department

stores. Other examples are Lifestyle and Westside. These stores have further categories,

such as home and dcor, clothing, groceries, toys, etc.


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4. Malls: These are the largest form of retail formats. They provide an ideal shoppingexperience by providing a mix of all kinds of products and services, food and

entertainment under one roof. Examples are Sahara Mall, TDI Mall in Delhi.

5. Specialty Stores: The retail chains, which deal in specific categories and provide deepassortment in them are specialty stores. Examples are RPG's Music World, Mumbai's

bookstore Crossword, etc.

6. Discount stores: These are the stores or factory outlets that provide discount on the MRPitems. They focus on mass selling and reaching economies of scale or selling the stock

left after the season is over.

7. Hypermarkets/ Supermarkets: These are generally large self-service outlets, offering avariety of categories with deep assortments. These stores contribute 30% of all food and

grocery organized retail sales. Example: Big Bazaar.

8. Convenience stores: They are comparatively smaller stores located near residentialareas. They are open for an extended period of the day and have a limited variety of stock

and convenience products. Prices are slightly higher due to the convenience given to the

customers.

9. E-tailers: These are retailers that provide online facility of buying and selling productsand services via Internet. They provide a picture and description of the product. A lot of

such retailers are booming in the industry, as this method provides convenience and a

wide variety for customer. But it does not provide a feel of the product and is sometimes

not authentic. Examples are Amazon.com, eBay.com, etc.

10. Vending: Smaller products such as beverages, snacks are some the items that can bebought through vending machines. At present, it is not very common in India.

View of a retail store-


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To have a clear picture and understanding of any matter it is very important to approach it from

the grass root level therefore to understand retail in depth it becomes important to deal first hand

with the customers to whom you shall be catering to. Moreover the retail store is the final

destination of all retail operations, so it again becomes important to know the handling,

operations and various dealings at the basic store level. The employees, from the sales staff to the

store manager, need to be highly customer driven and have the efficiency to meet the ever rising

customer expectations. How can employees meet these rising customer expectations and

alongside maintain efficiency of resources. The employees need to be well informed about stock

availability, reorder points, latest trends, customer expectations, competitor strategies etc.

To meet such stiff competition retailers need to follow a hybrid approach which involves both

standardization and customization of processes and services respectively as and when the needarises.

The retail staff needs to be highly customer driven and their efforts should not be aimed at

making a sale but at earning a loyal customer for it is rightly said that 80% of the sale comes

from 20% of the customers.

Retail is all about size. If you look at retail companies, margins are thin. So it is important to

grow to such a size that even if margins improve by ten basis points, the impact on the bottom-line is large.

Therefore the processes need to be consumer friendly and apt according to the cost reduction and

revenue generation policies of the company. Though the consumer behaviour is something that is

highly unpredictable it needs to be motivated continuously for the benefit of the organization and

definitely the customer too.


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Why retail is booming in India-

1. Cultural habits changing people are acquiring Western look

2. New retail format development to incorporate, Changing attitudes like

Having a good time attitude driving growth of pubs, clubs, coffee bars, fast food joints

etc.

3. Increasing awareness and spending on grooming and lifestyle.

4. High disposable incomes

5. Reduction in import tariffs, excise duty

6. More competition leading to fall in prices

7. Before liberalization many consumer durables were not available Government

disallowed imports of most products Luxury items banned/had high import tariffs

8. Post liberalization Enhanced availability of superior quality goods at affordable prices

9. Two incidental factors Spread of cable and satellite television influencing consumer

behavior.


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Changing retail scenario-

Demand = Ability + willingness to spend;

Market = Demand + supply


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COMPANY PROFILE

Pantaloon Retail India Ltd.

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats

in both the value and lifestyle segment of the Indian consumer market. Headquartered in

Mumbai (Bombay), the company operates over 10 million square feet of retail space, has over

1,000 stores across 61 cities in India and employs over 30,000 people.

The companys 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 andquality and Central, a chain of seamless destination malls. Some of its other formats include

Depot, Shoe Factory, Brand Factory, Blue Sky, and Star and Sitara. The company also operates

an online portal, futurebazaar.com.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-

format home solutions store, Collection i, selling home furniture products and E-Zone focused

on catering to the consumer electronics segment.

Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-

based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at

the World Retail Congress held in Barcelona.

Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire

Indian consumption space.


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Future group-

Future Group is one of the countrys leading business groups present in retail, asset management,

consumer finance, insurance, retail media, retail spaces and logistics. The groups flagship

company, Pantaloon Retail (India) Limited operates over 10 million square feet of retail space,

has over 1,000 stores and employs over 30,000 people. Future Group is present in 61 cities and

65 rural locations in India

Some of the awards given to Pantaloon Retail (India) Limited:

Images Retail Awards 2005

PRIL - Most admired retailer of the yearCentral - Retail launch of the year

Mr. Kishore Biyani - Retail Face of the year

Big Bazaar - Best Value Retail Store

Readers Digest and Awaaz Consumer Award

Big Bazaar - Best Retail Destination

Readers Digest Platinum Trusted Brand Award

Big Bazaar - Earning a trusted Place in the everyday lives of consumers

Food Bazaar - Retailer of the year (food and grocery

Big Bazaar - Most preferred, large, Food and Grocery store

Partner companies

Pantaloon Industries Ltd.

Home Solutions Retail (India) Ltd.

Future Capital Holdings

Converge M Retail (India) Ltd.

Indus League Clothing Ltd.

Galaxy Entertainment Corporate Ltd.


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Joint Ventures Companies

Planet Retail Holdings Ltd.

Foot mart Retail

GJ Future Fashions

CapitaLand Retail India

ETAM Future Fashions India Pvt. Ltd.

Lines of Business

The company is present across several lines of business which have various formats (stores)

operational under it. These include:

Food Food Bazaar, Chamosa, Spoon

Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10

General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, FurnitureBazaar

Home & Electronics - Home Town, eZone, Collection 1 E-tailing (Online Shopping) - www.futurebazaar.com

Books & Music - Depot

Leisure & Entertainment - Bowling Co., F123 Wellness - Star & Sitara, Tulsi

BIG BAZAAR

Big Bazaar is a hypermarket consists of extremely large self-service retail outlet with a

warehouse appearance, currently with 100 outlets in India. It is owned by the Pantaloon Retail

India Ltd, Future Group. It works on the same economy model as Wal-Mart and has considerable


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success in many Indian cities and small towns. The idea was pioneered by entrepreneur Kishore

Biyani the CEO of Future Group. Currently Big Bazaar stores are located only in India. It is the

biggest and the fastest growing chain of hypermarket stores and aims at being 250 stores by the

end of year 2010.


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Tag line-Is se sasta aur achha kahin nahi

Different categories-

1. Apparel, fashion and accessories2. Books and magazines3. Camera and photo4. Desk top, lap top and accessories5. Furniture and decor6. Gift and credit card vouchers7. Health beauty and personal care8. Jewellory and watches9. Kitchen and home appliances10. Mobile and service provider11. Music and mp3 player12. Software cds and vcds13. Toys sports and video games14. Other miscellaneous items


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Big Bazaars Commitment

Our commitment is to deliver sustained growth, through empowered people, acting with responsibility

and building trust with customers. Heres I am explaining what this means:

Sustained Growth is fundamental to motivating and measuring our success. Big Bazaars quest for

sustained growth stimulates innovation, places a value on results, and helps us understand whether

todays actions will contribute to our future. It is about growth of people and company performance. It

prioritizes making a difference and getting things done.

Empowered People means we have the freedom to act and think in ways that you feel will get the job

done, while being consistent with the processes that ensure proper governance and being mindful of

the rest of the companys needs.

Responsibility and Trust form the foundation for healthy growth. Its about earning the confidence thatother people place in us as individuals and as a company. Our responsibility means we take personal and

corporate ownership for all we do, to be good stewards of the resources entrusted to us. We build trust

between ourselves and customers by talking not by mouth but by our superior customer service and

being committed to succeeding together


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CHAPTER 2

INTERNET MARKETING


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Introduction on internet marketing

Ever since the advent of Internet, advertising on the World Wide Web has been very popular. Many

corporations, companies and business have taken advantage of this and you can see ads on any web

pages you visit. Consumer can go to any search engine and type the keyword relating to what they arelooking for and hit search and they will be provided with a huge list from which they can select. This is a

very cost effective and time saving method of advertising.

It has become really easy for any business to have a personalized website by which they can advertise,

directly interact with the customer; provide details about their product and services. Regular

newsletters, offers, discounts can be pasted on site to increase the interest of the website visitors.

Since its easy to reach any kind of audience concerning any kind of business, the possibility of misuse is

always there. Based on this Internet advertising is classified into two kinds of advertisement, legal online

advertising and illegal online advertising. Legal online advertising includes online advertising directories,

search engine advertising, e-mail advertising, and desktop advertising. Illegal advertising is more

commonly know as spamming. This is usually done by altering some system settings with the help of

external applications after which pop-ups are sent to a particular network or computer. The external

applications are known as adware or spyware. Some of these are really harmful, the most famous being

Trojans, which are very hard to uninstall and remove from the system. With the increase in technology,

special effects are being used to make advertisement more interesting. Vivid colors, good page layout

and lots ofimagination is involved. Typically Adobe Flash is used to designadvertisements these days.

Depending on the technology being used todesign advertisements can be classified into various

categories.

Banner ads are animations displayed on the website usually created in HTML or Eudora. There is a range

of type and sizes of the ads. Trick banner ads are banner ads that have an extra functionality of dialog

boxes and buttons and are displayed as an alert or error message.


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The Internet has brought media to a global audience. The interactive nature of Internet marketing

in terms of providing instant responses and eliciting responses are the unique qualities of the

medium. Internet marketing is sometimes considered to be broad in scope because it not only

refers to marketing on the Internet, but also includes marketing done via e-mail and wireless

media. Management of digital customer data and electronic customer relationship management

(ECRM) systems are also often grouped together under internet marketing.

Internet marketing ties together creative and technical aspects of the Internet, including: design,

development, advertising, and sales. Internet marketing also refers to the placement of media along

many different stages of the customer engagement cycle through search engine

marketing(SEM), search engine optimization (SEO), banner ads on specific websites, e-mail

marketing, and Web 2.0 strategies.

Social media marketingis a recent component of organizations' integrated marketingcommunications plans. Integrated marketing communications is a principle organizations follow to

connect with their targeted markets. Integrated marketing communications coordinates the

elements of the promotional mixadvertising, personal selling, public relations, publicity,direct

marketing, and sales promotionto produce a customer focused message.[1] In the traditional

marketing communications model, the content, frequency, timing, and medium of communications

by the organization is in collaboration with an external agent, i.e. advertising agencies, marketing

research firms, and public relations firms.[2] However, the growth ofsocial media has impacted the

way organizations communicate with their customers. In the emergence of Web 2.0, the internet

provides a set of tools that allow people to build social and business connections, share information

and collaborate on projects online.


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OBJECTIVE OF INTERNET MARKETING

Communicating a firm's message- about its profile, its services, and its products.

By doing different events on social sites ,we can engage the people in different pramotins oninternet.

Performing a research- identifying the nature of the market such as the demographics, preferences

and needs of the present and the future clients.

Advertise products, services or even advertisement space over the Internet.

The above objectives can be materialized through online promotion that includes press release,

posting an attractive story about the company, its people, its website or its products and services

with online wire services, blogs or forums, which can be a medium for placing comments, opinions

or notices about their company. This activity is called blog marketing that can be done in blogs or

by hosting a blog website or through placing comments and the URL of other related blog websites

about the products and services.


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CHAPTER 3

Methodology Of generating new ideas


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To generate new ideas for the contest on facebook , I have followed certain steps.

1. Visiting the big bazaar stores-Field visit to R-City Mall Ghatkopar

Field visit to orchid city centre Mumbai central

Field visit to mega mall - oshiwada

Field visit to Phoenix Mills Lower Parel

2. Tracking the different competitors sites & facebook pages.Foreg.

WILLS

LIFESTYLE

On there facebook page they promoting their store merchandise . they have connected there

companys site to the facebook fan page.


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SHOPPERS STOP

Shoppers Stop were providing the fashion tips on there facebook fan page, at the same time they were

providing the information about the in store promotion on the facebook . they have tried to promote

there merchandise and pass the information about the in store promotion with the help of social media

like facebook


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FASHION@BIG BAZAAR


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CONTEST

Shoppers Stop & Wills Lifestyle


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3. After interacting with few facebook users and observing what competetors are doing onfacebook. And studying the past events down on the fashion@big bazaar facebook fan page. I

have get some ideas .

A. The unique bid.B. The best picture.C. The funky slogan.D. Story board .E. A 30 sec free size video

After getting the ideas , with the help of mentors i have shortlisted the batter ideas and

started building on those ideas .

A. The unique bid.

Give the unique bid & win prizes . We will provide them with a merchandise and the range on which they have to bid.

Eg.- a jeans and the range 250-399.

They will be allowed to bid maximum for 10 times In this contest there will be 2 tabs.1) There they will filling up the form and also filling up the bidding amount.2) Just after filling the bid amount the name of the participant will be coming on it. On the status we will put the name of the lowest bidder after every short period. The contest will be for 1 day. At the time of bidding the amount entered by the person will be compared by the bid amount

which was lowest before that. And the lowest will be forwarded ahead .


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B. Story board

Show your creativeness on a story board & win prizes. Describe your most memorable moments in student life on a board, in a conversation form with

the help of cartoons etc.

Just design it on a paper and scan it and upload it on the facebook. Conversation should not be acceding a single page. The most voted one and the funny one will be chosen as a winner. For eg.


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C. A 30 sec free size video

A 30 sec free size video uploading. Content of video sing a song , dance, any slogan etc.

the video should showcase about what they can do to meet there stars.

Info about the contest will be given in advance . Contest is for 2 days. Top 10 entries will be selected and voting will be down on them. For next 3 days.

PLAN

The contest will be in two parts.1. Uploading the videos.2. Top videos will be voted on the facebook. The contest will be of 5 days . before contest starts giving them a days time to prepare the video. Each person will be allowed to upload only one video. After declaring the top 10 videos . The voting for best 4 videos will be started. The best 4 will meet the stars at the photo shoot .

EFFECT

The people who all selected will help in getting more fans . They will become more active on the facebook page. The frequency of the people will increase .


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CHAPTER 4

ACTIVITIES ON FACEBOOK


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In the period of my internship i have actively participated in running the activities on the facebook page

of fashion@big bazaar , in this period of my project i have learned about how to keep the fans engaged

in different activities and how to catch the eyes of the people . I have monitored all the activities on the

facebook .

For eg.

In this activity we have given a chance to the people to ask there question to dhoni . this activity has

given a chance to the fans of dhoni to know him more personally. We have personally asked some of

these questions from Dhoni and displayed the answers on the facebook. Some of the questions people

have asked are:-

Q1) Suppose u find Aladdin ka chirag n granted 3 wishes, what they would be?

Q2) what about the story about the 4 litres of milk that you have daily?

Q3) How do you spend your day when you are not having any cricket to play?

Q4) Suppose God appears tomorrow n give u this offer : "balak, I offer u the responsibility of developingfootball in India n Im sure u wld be able to fulfiil it. But due to conflict of interest u wld be required to

retire from cricket with immediate effect"...wl u accept God's offer? why, why not?

Many other questions were there .


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In this activity we have asked people to write rhymes and get a chance to meet Dhoni.

Apart form activities we were getting them engaged on the page by asking their views on general topics

on fashion and current affairs for eg.


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There were many such activities going on in the facebook for the fans.


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CHAPTER 5

LEARNINGS


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There was a lot of learnings in the summer training.

I was able to learn how to plan, coordinate, execute and finalize marketing projects. Alsolearned how to effectively deal with a variety of situations and find appropriate solutions.

Actively participated in facilitation and management of the activities of the Fashion @Big Bazaarfacebook event.

Gathered relevant work experience and essential training for developing new innovative ideasand implementing new marketing strategies. This helped me propose new ideas and methods to

increase user participation for the Fashion @ Big Bazaar activation.

We can connect the companys site to facebook fan page , to attract the people and provingthem the information about the merchandise available in the stores.

I was able to apply a diverse range of skills into real business environments and acquire effectivetime management skills.

The management and marketing techniques I've learned in the classroom have gone hand inhand with things I learnt on the job, which has helped me apply my knowledge in both areas.

I've been able to network with a range of people from different walks of life and this experiencewill also help when I'm out of the classroom, searching for a job.

We can introduce better designer apparels and accessories Fashion @ big bazaar can come up with more events that would keep our audience excited and

updated with the latest apparel collection in our stores.


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l k f d l d h


BIBLOGRAPHI

www.PRIL.com

www.wikipedia.com

www.google.co.in

www.Facebook.com

www.willslifestyle.com

www.shoppersstop.com

Documents

BB Project Report 1234