23-11-2012, 03:28 PM
Project Report on Marketing Management
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Big Bazaar
Big Bazaar is a chain of hypermarket in India. Currently, there are 214 stores across 90 cities and towns in India. 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 is part of Future Group, which also owns the Central Hypermarket, Brand Factory, Pantaloons, eZONE, HomeTown, KB's Fair Price to name a few and is owned through a wholly owned subsidiary of Pantaloon Retail India Limited, that is listed on Indian stock exchanges.
Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 152 Big Bazaar stores in 90 cities and towns across India.
Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of Pantaloon Retail. Though Big Bazaar was launched purely as a fashion format including apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has included a wide range of products and service offerings under their retail chain. The current formats include Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar. The inspiration behind this entire retail format was from Saravana Stores, a local store in T. Nagar, Chennai
The stores are customized to provide the feel of mandis and melas while offering the modern retail features like Quality, Choice and Convenience. As the modern Indian family's favorite retail store, Big Bazaar is popularly known as the "Indian Walmart".
On successful completion of ten years in Indian retail industry, in 2011, Big Bazaar has come up a new logo with a new tag line: ‘Naye India Ka Bazaar’, replacing the earlier one: 'Isse Sasta Aur Accha Kahin Nahin'.
American Tourister
It all started in 1933, when Sol Koffler put his life savings on the line to start a luggage company in Providence, Rhode Island. His dream was to build a tough suitcase that could sell for a dollar. He succeeded, and decades of innovation followed… By 1945, air travel was taking off and lighter luggage was in high demand. So American Tourister’s Hi-Taper was designed – tapered luggage that was lighter and easier to pack. The 50’s found the company experimenting with new materials to make the world’s first molded luggage. The distinctive modern design could really take a beating. The concept has since been copied, but never equaled. As international travel soared in the 60’s, American Tourister was the first company to “flight test” their bags with flight attendants from major airlines.
It was this research and insight that brought about more innovations – like the springless, cam-action lock that wouldn’t jam. In the 80’s and 90’s, the company continued to design hardside products, while also responding to the shift in demand for softside – durable cases that could withstand even the toughest quality critic, a gorilla.
Learnings:
Knighthood shirts are Big Bazaar’s own brand and hence enjoy a spacious set of shelves of around 300 sq. ft dedicated to the brand alone. For VIP bags they have an area of 600 sq. ft.
They are promoted using props, visuals (Wallpapers) and dummies. They also use cross-merchandising strategy.(e.g. Knighthood shirts maybe promoted in casuals section using dummies and boards showing special offers) such decisions can be taken by the staff. Other decisions like promotional strategies and pricing are decided by the H.O.D (Head of Department).
All stores located in and around Mumbai are supplied goods from a common warehouse in Bhiwandi(being relocated to Nagpur). The purpose is to ensure uniformity in the quality of goods offered.
The operations department uses an ATS(Auto Renewal System) to keep a check of goods to be ordered and a MBQ(Minimum Base Quantity)principle to keep a check of inventory stock.
Goods are ordered as and when sale takes place.
They have fixed delivery days.(Mondays, Wednesdays and Fridays). Mondays and Fridays are selected in particular as sales are expected to rise during weekends.
The average sales volume in terms of quantity is around 250shirts/week. The staff(salespersons) are offered incentives if they achieve a target of 300 shirts. A monthly sales volume of Rs.50000 is procured for AT bags.
The problem usually faced by them from customers is regarding the unavailability of sizes of shirts.